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This week on the Mediakix blog, we shared:
Today’s Friday roundup of influencer marketing news will dive into the rising popularity of livestreaming, Instagram’s latest innovations, and more:
With livestreaming video expected to account for 82% of internet traffic by 2020, marketers are looking for more options to enter the space (Digiday). Live video is emerging as the most important new channel for marketers in 2017, and social media platforms are adding features to meet their needs.
Facebook, for instance, is now testing real-time ads within live videos, giving brands and publishers an opportunity to make more real-time content (Digiday). Marketers can already feature promotions before and after Facebook Live videos, and make real-time announcements about scheduled livestreams. YouTube is also ramping up its livestream offering with support for 4K streaming (Tubefilter).
Brands are seeing success with livestreaming campaigns. Wendy’s and Taco Bell have been particularly active, partnering on their videos with social media influencers (Digiday). Both brands have aimed to deliver fresh and engaging content, while ensuring their influencers are not being overly promotional.
Instagram is moving past its days as platform on which to post filtered selfies. Instagram now boasts video features that put it on a more level playing field with competitors. These features have included:
There are also reports that Instagram is hiring an e-commerce team, and given IG’s new shoppable posts, it seems likely that Instagram is moving in that direction (Tubefilter). And in the face of increasing online retail activity on Instagram, everyday users with relatively smaller followings, or micro-influencers, are facing complaints from the FTC (AdAge). Companies that specialize in connecting brands and consumers on social media should lead the way and abide by FTC disclosure standards.
Pewdiepie and Casey Neistat’s hiatuses from vlogging have seized the attention of millions and is forcing many to question why social media stars who have earned millions would think about doing such a thing (The Verge). Neistat explained that while vlogging served as a substantive source of income, the video format and terms he set for himself on the project were stifling (The Washington Post). Vlogging was no longer creatively challenging or fulfilling and was not something he would do for just the money. That said, Neistat is set to start a new media brand with CNN (Wall Street Journal).
While Neistat’s million-dollar partnerships with brands are out of the norm, his message about social media as a creative outlet would certainly resonate with a significant portion of influencers. Based on our experiences connecting social media influencers with brands, nearly all influencers prioritize their creative influence—they believe that a brand’s core values should align with their own. Accordingly, marketers should understand an influencer’s brand, style, and personality before signing a deal.
With Spectacles making the rounds and an IPO filed for 2017, Snap Inc. looks like it will be here to stay. As one of today’s most innovative and influential companies, Snap is pushing the definition of social networking and raising consumer expectations in social media (New York Times). The arrival of Snap’s hardware product, Spectacles, not only strengthened Snap’s vision to be a “camera company”, but also helped set the foundation for a seamless content creation and distribution experience (The Verge). Everything that Snap has done so far has been in accordance with its commitment to be quirky and fun.
Yet, the mission to be “cool” may be costing Snap Inc. Last year, Speigel stated that Snap would continue to maintain a line between advertising and authentic, user generated content (Los Angeles Times). This means that advertisements on Snapchat will likely remain clearly defined, which would likely limit the prevalence and impact of influencer marketing. While social media platforms like Instagram, YouTube, and Facebook have all embraced social media influencers with wide open arms, Snap has not necessarily made it easier for influencers to share content. Snapchat’s top influencers haven’t abandoned the platform yet, but Snap may need to turn their attention to them soon (ahem, R.I. P. Vine).