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The week in our influencer marketing roundup, livestreaming continues making headway as famous newscaster Al Roker launches the “World’s First Livestreaming Network” and YouTube activates three new livestreaming channels for the annual Coachella music festival. Also, parents will spend up to 30% more on children’s clothes if the item is endorsed by a social media influencer, how Starwood Hotels is encouraging consumers to book by partnering with fashion Instagrammers, and the new favorite social media platform for teenagers.
A recent study conducted by Defy Media (and reported by ReelSEO) found that 13- to 24-year-olds today favor watching videos on a range of social platforms instead of relying only on network television for video content. According to the study, 85% of this demographic watches video on YouTube, 66% consumes video content on Netflix, and 53% watches videos on Facebook (this compared to the 62% who still watch videos on cable and/or network television). Unsurprisingly, young people also said that they identified more with YouTubers and other social media influencers than with traditional TV personalities or movie stars.
Graphic courtesy of Acumen
Al Roker has long been a staple in the news and entertainment industry, but now he’s adding “livestreaming pioneer” to his long list of career accomplishments. According to Tubefilter, the NBC weatherman and lovable anchor announced the formation of Roker Media, a livestreaming network that will partner with social media influencers to develop niche entertainment and news programming that will appear on Facebook Live, Periscope, YouNow, and YouTube. “Livestreaming is a distinct, new category that bridges television and social media,” said Ronald C. Pruett Jr., the new CEO of Roker Media. “It offers huge audiences, viewer interaction, and commerce opportunities only found through the magic of livestreams.”
According to a Rakuten Marketing study covered by eConsultancy, 30% of parents say they will spend more on a piece children’s clothing if the item has been endorsed by a social media influencer, and 23% of parents surveyed claim they trust digital influencers more than any other sources. Rakuten also found that Facebook is the most influential platform when it comes to swaying parents’ purchasing decisions.
A piece by Adweek’s Justin Lafferty details how the Las Vegas Convention and Visitors Authority (LVCVA) recently tapped top Viners Matt Cutshall and Robby Ayala to generate content that would appeal to millennial audiences. The campaign was an unequivocal success, generating 79 million Tweet impressions, 13.5 million Vine loops, and almost half a million Vine engagements.
To see the best examples of travel marketing with top social media stars, see our article here.
For this year’s annual Coachella festival, YouTube announced that it will livestream select performances from artists like A$AP Rocky, Ellie Goulding, Zedd, Calvin Harris, and more. While this isn’t a new endeavor—YouTube offered livestreaming services for last year’s Coachella festival as well—the world’s largest video platform will offer new features, such as the ability to choose from three different channels, an on-demand video hub, and access to the stream on the YouTube Music app (Tubefilter).
A recent Fortune article reports that Snapchat has now surpassed Instagram as the favorite social media platforms for teenagers. The findings are based on a semi-annual “Taking Stock With Teens” study conducted by Piper Jaffray, an investment firm, and show that Snapchat’s popularity is up 19% from the last Piper Jaffray survey (conducted in Fall 2015). Instagram’s popularity, on the other hand, fell from 33% in the latter half of 2015 to 27% in the Spring of 2016.
To learn more about crafting a winning Snapchat marketing strategy, see our informative article here.
To increase engagement and encourage audiences to make reservations through Instagram, Starwood Hotels & Resorts is partnering with top fashion Instagrammers Alex’s Closet, La Revue De Kenza, Elles en Parlent, Marie Luv Pink, and J’aime tout Chez toi and enabling booking to the Le Metropolitan and the Le Dokhan (both located in Paris) through links embedded in brand-sponsored posts. The campaign, which takes the aspirational qualities of the fashionistas and uses them to promote the brand’s design-driven, fashion-forward hotels, will feature photos of the Instagrammers staying in the hotels accompanied by a link from the consumer shopping service Liketoknow.it (Skift).
To see how hospitality brands are marketing with social media influencers, see our article here.