Trends in social media: The Motherhood scours the headlines so you don’t have to. Check back throughout the month for more!
In 2024 new influencer trends will see them become increasingly indispensable to brands looking to tap into new consumer segments. Greater competition for eyeballs and the rapid pace of emerging trends have placed influencers at the core of every digital campaign. As marketers search for greater ROI on their social media strategies, the power of influencers to amplify the growth of brands make them a standout in the modern marketing toolkit.
Since cupcake company Baked by Melissa’s early days, co-founder and CEO Melissa Ben-Ishay has been the muscle behind its social media presence, posting regularly to Instagram and Facebook. Like many others, Ben-Ishay set her sights on TikTok in 2020 during pandemic lockdown, posting cupcake decoration videos, behind-the-scenes clips from the bakery where her brand’s signature bite-sized cupcakes are produced and other product videos. The videos did well enough, pulling in anywhere from a few thousand to a few hundred thousand views.
The creator economy has evolved, and the traditional power dynamics between brands and influencers have shifted. No longer are brands the sole powerhouses, and influencers aren’t just individuals awaiting their big break. They’ve become the landscape itself and shape consumer engagement and brand perceptions worldwide.
When a brand tasks an influencer with creating sponsored content, the goal is generally for that social media post to resemble the creator’s unsponsored content as closely as possible. This is especially true when it comes to short-form video, which consumers will often instantly scroll past if they detect any whiff of blatant advertising.
Marketers today see a bigger divide than ever between influencers and creators.
To be clear, the gap has been growing for a long while. As marketers have gotten more comfortable with the creator economy, influencers have become the go-to for performance marketing, while creators are considered more for branding purposes. However, there used to be some blending between the roles. That’s increasingly less so today.
Artificial intelligence is revolutionizing how we search, create and communicate. As AI makes remarkable strides, I anticipate a profound impact on influencer marketing. I also believe that while AI has been engineered to complement the creative process, it cannot replace human production entirely. Created by humans, AI should be regarded as a supplement to our lives, not a threat. With the emergence of AI, numerous brands, agencies and content creators are likely to harness AI capabilities for mundane tasks. Although AI may lack the emotional intelligence required for complete immersion in the creative process, it can undoubtedly enhance creators’ workflow.
By the end of their first year as creators, 73% of white influencers will have signed their first brand deal, compared to only 46% of BIPOC influencers, according to a 2023 report from Publicis Groupe agency MSL. That’s just one stat cited in the new Influencer Pay Equity Guide from the Association of National Advertisers (ANA), 4As and the PR Council. The industry trade groups partnered with marketers from brands such as Target, Bayer Consumer Health, Nationwide Insurance, Paramount, Wells Fargo and Unilever on the guide, which attempts to bring more equitable compensation and greater transparency in the $34 billion influencer industry.
As you’ve likely noticed, influencers have become invaluable allies for brands. But they’re capable of doing more than just promoting products—they can champion meaningful causes, turning online interactions into real-world impact. Partnering with influencers for donation drives is fast becoming a game-changer for many nonprofits and charitable organizations. The genuine authenticity, impressive reach and deep engagement that these digital personalities offer are revolutionizing charitable giving. As the holiday season nears, there’s no better time than now to onboard these influencers to make your campaigns shine brighter and resonate deeper.
Convincing people to donate blood stem cells or bone marrow to strangers can be challenging, especially when those potential donors aren’t familiar with what the donation process involves or the impact their donation could have. That’s why, when it came to recruiting potential Gen Z and millennial donors, blood stem cell registry Be The Match turned to one of those generations’ most trusted sources of information: social media influencers. The effort earned Be The Match silver for Social Media Campaign of the Year among advocacy groups in the Healthcare Marketing Impact Awards 2023.
In today’s fast-paced digital world, the realm of influencer marketing continues to evolve and adapt to new platforms and technologies. One such transformation can be seen through the rise of TikTok Shop ads. These ads, integrated seamlessly into the popular social media app, have revolutionized the way brands connect with their target audience. Unlike traditional influencer marketing campaigns, TikTok Shop ads leverage the addictive nature of short-form videos to capture users’ attention and drive engagement. By partnering with influential creators, brands can tap into their vast reach and authentic rapport with followers, effectively promoting products and services in a natural and organic manner.
There are over 100,000 TikTok influencers in the United States across a number of different niches. This means that no matter what your business is promoting, there’s likely a slew of influencers available to work with and get your brand name out there. And why would you want to work with TikTok influencers? Influencer marketing is a powerful marketing strategy that helps you increase brand awareness, build trust in your audience and generate more sales.
In today’s digital era, where every individual boasts a digital footprint, brands and agencies are becoming more sophisticated about weaving influencer marketing into their campaigns. At the PRovokeGlobal Summit, industry leaders delved into their experiences, shedding light on the evolving landscape of authentic influencer marketing. Moderated by Provoke Media’s senior reporter Diana Marszalek and sponsored by public relations agency Havas Red, the panel featured insights from Melanie Klausner (executive VP at Havas Red), Neil Brennan (VP at online media monitoring company Meltwater), Jason Allen (social reputation consultant at CSAA Insurance Group), and Tanya Fraser
Jonathan Futa is co-founder of Group RFZ, a company measuring influencer programs for the likes of Amazon, Kraft, CapitalOne and Waze. Futa’s focus is high-quality research insights for clients. In a recent Q&A, PRNEWS spoke with Futa about influencer marketing measurement, as well as tips for PR pros to maximize their influencer programs.
You’re probably already familiar with the term “influencer marketing,” but you may not have tried it out in your own business. If you haven’t, you’re probably wondering, “Do people even pay attention to influencers?” A shocking 71% of consumers trust the opinions of influencers. Not to mention, influence marketing has a higher ROI than most other types of marketing, with an average of $5.20 per dollar spent. If you’re not using influencer marketing, your business is missing out and likely falling behind your competitors, as influencer marketing is on the rise.
With the influencer marketing industry expected to grow to more than $21 billion this year, it’s clear that it has secured a foothold in marketing. But while it’s proven its worth, businesses and influencers alike are still navigating some of the ins and outs of industry specifics, especially when it comes to upholding a brand.
Forbes CMO Network managing director Seth Matlins on the importance of empathy and collaboration. Why are younger generations rejecting idealized marketing? Because they crave authenticity! On this episode of the Everything Is Better With Creators podcast, Forbes CMO Network managing director Seth Matlins shares his insights on the importance of empathy and collaboration, and how it all ties back to creators.
There’s no doubt these are tense times. Whether consumers are shopping for themselves and family during the Black Friday and Cyber Monday period, or for friends and colleagues after Thanksgiving and in the run-up to Christmas and beyond, there has never been a more-needed time for the advertising industry to step up and deliver good vibes this shopping season.
Since the nascent days of influencer marketing, the concept has been simple: Brands deliver an experience or message through a creator who is perceived as more valuable than traditional advertising. As influencer culture has exploded, the industry has shifted dramatically. Suddenly, there are more creators and advertisers than there are impressions to go around. As the various social media platforms have grown, they demand monetization from brands to access their target audiences and beyond, essentially restricting the odds for organic reach.
In today’s creator economy, finding the right partnership is key. According to Goldman Sachs, the sector’s value will skyrocket to $500 billion by 2027, which means there is considerable financial growth to be unlocked. However, navigating this expansive landscape can be akin to sailing turbulent and complex waters, and successful collaborations are the compass that can help creators navigate them safely. Right now, there are different levels of creators, each of which targets a distinct and well-defined niche. According to a report by Influencer MarketingHub, 39% of brands have chosen nano-influencers as partners, while 30% of them have opted to partner with micro-influencers instead. So, what do these terms mean, exactly?
Influencer marketing platform CreatorIQ is out with new data—shared first exclusively with Ad Age Datacenter Weekly—revealing how much brands are actually willing to pay influencers for sponsored posts on Instagram. The data is part of the company’s 2024 Influencer Marketing Trends Report. CreatorIQ polled 225 organizations—approximately half brands and half agencies—that work with influencers.
Coca-Cola’s relationship with NASCAR dates back to the 1970s, when it began sponsoring Hall of Famer Bobby Allison and various races. The soda brand has maintained naming rights to the World 600 race since 1985, and formalized its relationship with the association in 1998, when it became the official soft drink of NASCAR. To celebrate the 25th anniversary of the racing family, Coke reunited a handful of veterans for a “Legends” content series that would give the brand an opportunity to differentiate its social content from its traditional marketing pathways on broadcast and in retail.
The responsibility of marketers to communicate effectively with customers based on their wants and needs is becoming more and more difficult – to the point that they are having to predict the unpredictable. So how can brands stay close to their consumers?
As influencer marketing grows in popularity, and marketers spend more time vetting potential influencer partnerships, some agencies and influencer marketing shops are using AI tools to help them do so. Viral Nation, for example, has been working with brands to run potential influencer partners through its AI tool, Viral Nation Secure, to determine any brand safety flags. The tool allows marketers to “look at everything a creator has done across social media and detect if there are certain flags that would be a cause for concern,” explained Viral Nation co-CEO Mat Micheli, adding that the tool is akin to “anti-virus” software for social media.
Building brand reputation and loyalty is the top business priority for leaders in the current economic climate, according to the 2023 State of Social Media report. Influencers play a growing role here—these digital trendsetters help brands establish credibility with target audiences while extending their reach. I spoke with Peter Kennedy, Founder and General Manager, Influencer Marketing for Tagger by Sprout Social, to discuss how leaders can measure and maximize their influencer marketing return on investment (ROI) at each customer journey stage.
OpenAI has confirmed that a distributed denial-of-service (DDoS) attack is behind “periodic outages” affecting ChatGPT and its developer tools. ChatGPT, OpenAI’s AI-powered chatbot, has been experiencing sporadic outages for the past 24 hours. Users who attempted to access the service have been greeted with a message stating that “ChatGPT is at capacity right now,” and others, including TechCrunch, have been unable to log into the service. OpenAI CEO Sam Altman initially blamed the issue on interest in the platform’s new features, unveiled at the company’s first developer conference on Monday, “far outpacing our expectations.” OpenAI said the issue was fixed at approximately 1 p.m. PST on November 8.
Coca-Cola is sticking with AI as it promotes Y3000, a beverage launched in September that it says is the first flavor co-created with human and artificial intelligence. Coke Y3000 is the eighth iteration of a Coke Creations platform that has sought to interest younger consumers with drinks inspired by moods and experiences.
Picture this: Scrolling on Instagram, you come across a video of a woman recounting a deeply personal story. After escaping domestic violence, she was able to shop for high-quality clothes to begin interviewing for jobs and putting the pieces of her life back together. She talks about the importance of clothing for building confidence and dignity, and she talks about the program that enabled this in her time of need. At the end of the video, she mentions that the organization that helped her is always looking for volunteers. After hearing the message and seeing the impact firsthand, you organize with your workplace to set up a staff volunteer day where your company spends the afternoon helping out with the clothing program. A few weeks later, you take your own clothes to donate to the cause. Through just one video, you’ve created a connection with an organization and have begun to make your own impact. This is what meaningful marketing is all about.
Some brands are walking away from X after a Media Matters for America report found ads from major brands appearing “next to content that touts Adolf Hitler and his Nazi Party” on the platform and after owner Elon Musk endorsed an antisemitic conspiracy theory earlier this week. IBM, which the New York Times reported planned to spend around $1 million on the platform in the last three months of 2023, suspended all advertising on the platform, the company confirmed to Marketing Brew.
As part of its ongoing IP enforcement efforts, Meta has teamed up with luxury fashion brand Christian Louboutin to file a joint lawsuit against an individual who had been running a counterfeiting operation from Mexico, and selling replica Louboutin products via Facebook and Instagram.
The deal, WhatsApp’s first-ever sports sponsorship, will see the Mercedes team post exclusive content to WhatsApp, with a particular focus on WhatsApp channels. WhatsApp launched its Channels one-to-many group messaging feature back in July, and the Mercedes team has already established a presence via the offering.
Imagine a world where women business leaders were celebrated as much as popular sports stars. Ryan Reynolds’ agency Maximum Effort brought that vision to life for Deloitte’s partnership with the WNBA, showcasing the power of marketing efforts that bring consumers closer to brands and to each other.
The lesson was clear—Stanley tumblers still keep drinks icy cold even amid the most fiery of circumstances. Yet the drinkware company’s quick response to a customer’s viral video this week provided another lesson about the brand value and power of speedy social media marketing.
TikTok’s looking to provide more insight into the actual impact of TikTok ads on conversion, by implementing a whole new measurement that will better link ad exposure to conversion activity. TikTok’s new “Engaged View-Through Attribution” (EVTA) metric will measure conversions that take place after a user views an ad for six seconds or more, but doesn’t click, then goes on to convert within seven days.
Here’s a quick summary:
YouTube’s looking to improve its copyright claim process, so that creators don’t get bombarded with multiple claims, while also providing more options it hopes will help creators amend their uploads whenever a copyright claim is submitted. Both changes will be implemented within YouTube’s copyright claim notification emails, which will now incorporate multiple claims within one message, as opposed to sending you a new notification for each individual claim.
Unilever is rounding out a collaboration with TikTok that has allowed the CPG giant’s Cleanipedia to act as the exclusive sponsor of #CleanTok, the most popular hashtag on the short-form video app. #CleanTok videos have accumulated over 98.5 billion lifetime views and seen an uptick in engagement since the partnership was struck last June. Meanwhile, Unilever’s Cleanipedia online portal offering cleaning tips and advice has reached 2.8 billion impressions in that time frame, with web traffic up 30%.
Despite TikTok’s unwavering popularity over the past few years, it wasn’t until last summer that Uber adopted the buzzy platform. The rideshare company planned its entrance strategically, hiring its first TikTok-dedicated team member, Phil Rosario, months before activating. The exec quickly went to work developing a playbook designed not only to help the brand tap into the platform’s vast audience, but to establish a sense of community around some of life’s more relatable moments, whether it’s ordering takeout or finding a ride home.
Instagram’s looking to highlight some of the top emerging creators in the app, as part of parent company Meta’s ongoing push to establish stronger bonds with the creator community, which, ideally, will see more of them posting more original content to its apps. Instagram’s latest initiative on this front is its “Creators of Tomorrow” listing, which serves as a showcase for top creators in a range of categories.
Could TikTok still become an eCommerce powerhouse? Thus far, TikTok hasn’t been able to get its in-stream commerce elements off the ground, which, in some ways, has stymied its broader plans, as in-stream product sales have become the main earner in the Chinese version of the app. But it’s interesting to note that TikTok users are increasingly spending in-stream, not on physical products, but on people, with some TikTok creators generating real incomes from their content in the app.
With its easy-to-use search features, we’re all only one click away from a world of content by ungoverned creators. The increase of this medium as a search engine is arguably a given considering the increase in figures year-on-year. But how can platforms like TikTok ensure that the younger generation is aware of the ‘fake news’ they give a home to?
Like most fringe internet phenomena, the fediverse—a network of decentralized social media platforms—is relatively unknown. But last fall, it saw a surge in popularity when X, formerly Twitter, users flocked to Mastodon, a notable fediverse platform, in the aftermath of Elon Musk’s takeover. This summer, hype surged again when Meta announced that it would eventually incorporate Threads, its own Twitter alternative, into the fediverse.
A year after Netflix introduced a variety of new service plans, including a free, ad-supported tier, the streaming giant is venturing deeper into the advertising-based video-on-demand (AVOD) space with a slate of new ad offerings.Beyond new sponsorship options, Netflix is also rolling out features that include QR codes embedded in US Netflix programming as well as a ‘binge ad (wt)’ format, which incentivizes binge streaming by giving viewers an ad-free episode after streaming three episodes back-to-back. The ‘binge ad (wt)’ offering will be available to media buyers globally beginning in the first quarter of 2024. Further, brands can now opt to run 10-, 20- or 60-second spots in addition to existing 15- and 30-second options.
Barbie’s brilliant marketing campaign, featuring a multitude of brand partnerships and a slew of brand experiences, was key to its success. Barbie’s marketing team had a huge, emotionally invested customer base to work with, because Mattel spent years fostering Barbie’s brand community. The real genius of the film’s marketing campaign was understanding this community and crafting experiences to further strengthen the bonds between Barbie and its fans.
The post Influencer Marketing Resources: November 2023 appeared first on The Motherhood | A Social Media Marketing Agency.
Influencer Marketing Industry Resources
Predicting the influencer trends of 2024 – November 29, 2023
In 2024 new influencer trends will see them become increasingly indispensable to brands looking to tap into new consumer segments. Greater competition for eyeballs and the rapid pace of emerging trends have placed influencers at the core of every digital campaign. As marketers search for greater ROI on their social media strategies, the power of influencers to amplify the growth of brands make them a standout in the modern marketing toolkit.
TikTok creators are increasingly tapping into food-centric content — and brands are following – November 28, 2023
Since cupcake company Baked by Melissa’s early days, co-founder and CEO Melissa Ben-Ishay has been the muscle behind its social media presence, posting regularly to Instagram and Facebook. Like many others, Ben-Ishay set her sights on TikTok in 2020 during pandemic lockdown, posting cupcake decoration videos, behind-the-scenes clips from the bakery where her brand’s signature bite-sized cupcakes are produced and other product videos. The videos did well enough, pulling in anywhere from a few thousand to a few hundred thousand views.
Recognizing Value: Influencers Deserve To Be Treated Like Traditional Talent – November 20, 2023
The creator economy has evolved, and the traditional power dynamics between brands and influencers have shifted. No longer are brands the sole powerhouses, and influencers aren’t just individuals awaiting their big break. They’ve become the landscape itself and shape consumer engagement and brand perceptions worldwide.
How the FTC’s Influencer Marketing Warning May Disrupt Brand and Creator Deals – November 20, 2023
When a brand tasks an influencer with creating sponsored content, the goal is generally for that social media post to resemble the creator’s unsponsored content as closely as possible. This is especially true when it comes to short-form video, which consumers will often instantly scroll past if they detect any whiff of blatant advertising.
Influencer or creator? Here’s how marketers can know who to hire – November 20, 2023
Marketers today see a bigger divide than ever between influencers and creators.
To be clear, the gap has been growing for a long while. As marketers have gotten more comfortable with the creator economy, influencers have become the go-to for performance marketing, while creators are considered more for branding purposes. However, there used to be some blending between the roles. That’s increasingly less so today.
Will Artificial Intelligence Replace Human Creators? – November 17, 2023
Artificial intelligence is revolutionizing how we search, create and communicate. As AI makes remarkable strides, I anticipate a profound impact on influencer marketing. I also believe that while AI has been engineered to complement the creative process, it cannot replace human production entirely. Created by humans, AI should be regarded as a supplement to our lives, not a threat. With the emergence of AI, numerous brands, agencies and content creators are likely to harness AI capabilities for mundane tasks. Although AI may lack the emotional intelligence required for complete immersion in the creative process, it can undoubtedly enhance creators’ workflow.
Influencer Pay Equity – 5 Key Points for Brands to Consider from New Industry Guide – November 15, 2023
By the end of their first year as creators, 73% of white influencers will have signed their first brand deal, compared to only 46% of BIPOC influencers, according to a 2023 report from Publicis Groupe agency MSL. That’s just one stat cited in the new Influencer Pay Equity Guide from the Association of National Advertisers (ANA), 4As and the PR Council. The industry trade groups partnered with marketers from brands such as Target, Bayer Consumer Health, Nationwide Insurance, Paramount, Wells Fargo and Unilever on the guide, which attempts to bring more equitable compensation and greater transparency in the $34 billion influencer industry.
5 Reasons To Partner With Influencers For Charity Campaigns – November 13, 2023
As you’ve likely noticed, influencers have become invaluable allies for brands. But they’re capable of doing more than just promoting products—they can champion meaningful causes, turning online interactions into real-world impact. Partnering with influencers for donation drives is fast becoming a game-changer for many nonprofits and charitable organizations. The genuine authenticity, impressive reach and deep engagement that these digital personalities offer are revolutionizing charitable giving. As the holiday season nears, there’s no better time than now to onboard these influencers to make your campaigns shine brighter and resonate deeper.
Be the Match Recruited Influencers to Drive Blood Stem Cell Donations – November 13, 2023
Convincing people to donate blood stem cells or bone marrow to strangers can be challenging, especially when those potential donors aren’t familiar with what the donation process involves or the impact their donation could have. That’s why, when it came to recruiting potential Gen Z and millennial donors, blood stem cell registry Be The Match turned to one of those generations’ most trusted sources of information: social media influencers. The effort earned Be The Match silver for Social Media Campaign of the Year among advocacy groups in the Healthcare Marketing Impact Awards 2023.
TikTok Shop Ads: Transforming Influencer Marketing – November 12, 2023
In today’s fast-paced digital world, the realm of influencer marketing continues to evolve and adapt to new platforms and technologies. One such transformation can be seen through the rise of TikTok Shop ads. These ads, integrated seamlessly into the popular social media app, have revolutionized the way brands connect with their target audience. Unlike traditional influencer marketing campaigns, TikTok Shop ads leverage the addictive nature of short-form videos to capture users’ attention and drive engagement. By partnering with influential creators, brands can tap into their vast reach and authentic rapport with followers, effectively promoting products and services in a natural and organic manner.
The complete guide to TikTok influencer marketing – November 9, 2023
There are over 100,000 TikTok influencers in the United States across a number of different niches. This means that no matter what your business is promoting, there’s likely a slew of influencers available to work with and get your brand name out there. And why would you want to work with TikTok influencers? Influencer marketing is a powerful marketing strategy that helps you increase brand awareness, build trust in your audience and generate more sales.
PRovokeGlobal: The Art of Authentic Influencer Marketing – November 9, 2023
In today’s digital era, where every individual boasts a digital footprint, brands and agencies are becoming more sophisticated about weaving influencer marketing into their campaigns. At the PRovokeGlobal Summit, industry leaders delved into their experiences, shedding light on the evolving landscape of authentic influencer marketing. Moderated by Provoke Media’s senior reporter Diana Marszalek and sponsored by public relations agency Havas Red, the panel featured insights from Melanie Klausner (executive VP at Havas Red), Neil Brennan (VP at online media monitoring company Meltwater), Jason Allen (social reputation consultant at CSAA Insurance Group), and Tanya Fraser
Measuring the Success of Influencer Campaigns: Q&A With Jonathan Futa of Group RFZ – November 8, 2023
Jonathan Futa is co-founder of Group RFZ, a company measuring influencer programs for the likes of Amazon, Kraft, CapitalOne and Waze. Futa’s focus is high-quality research insights for clients. In a recent Q&A, PRNEWS spoke with Futa about influencer marketing measurement, as well as tips for PR pros to maximize their influencer programs.
Influencer Marketing: A Playbook For Small-Business Success – November 7, 2023
You’re probably already familiar with the term “influencer marketing,” but you may not have tried it out in your own business. If you haven’t, you’re probably wondering, “Do people even pay attention to influencers?” A shocking 71% of consumers trust the opinions of influencers. Not to mention, influence marketing has a higher ROI than most other types of marketing, with an average of $5.20 per dollar spent. If you’re not using influencer marketing, your business is missing out and likely falling behind your competitors, as influencer marketing is on the rise.
How Brands Can Help Influencers Be Better Brand Ambassadors – November 7, 2023
With the influencer marketing industry expected to grow to more than $21 billion this year, it’s clear that it has secured a foothold in marketing. But while it’s proven its worth, businesses and influencers alike are still navigating some of the ins and outs of industry specifics, especially when it comes to upholding a brand.
EIBWC Podcast: How Creators Help Brands Stay Connected to Culture – November 7, 2023
Forbes CMO Network managing director Seth Matlins on the importance of empathy and collaboration. Why are younger generations rejecting idealized marketing? Because they crave authenticity! On this episode of the Everything Is Better With Creators podcast, Forbes CMO Network managing director Seth Matlins shares his insights on the importance of empathy and collaboration, and how it all ties back to creators.
The Fine Art of Holiday Marketing in Tense Times – November 7, 2023
There’s no doubt these are tense times. Whether consumers are shopping for themselves and family during the Black Friday and Cyber Monday period, or for friends and colleagues after Thanksgiving and in the run-up to Christmas and beyond, there has never been a more-needed time for the advertising industry to step up and deliver good vibes this shopping season.
What Will The Future Of Influencer Marketing Look Like? – November 3, 2023
Since the nascent days of influencer marketing, the concept has been simple: Brands deliver an experience or message through a creator who is perceived as more valuable than traditional advertising. As influencer culture has exploded, the industry has shifted dramatically. Suddenly, there are more creators and advertisers than there are impressions to go around. As the various social media platforms have grown, they demand monetization from brands to access their target audiences and beyond, essentially restricting the odds for organic reach.
4 tips for nano-influencers looking to land lucrative partnerships – November 3, 2023
In today’s creator economy, finding the right partnership is key. According to Goldman Sachs, the sector’s value will skyrocket to $500 billion by 2027, which means there is considerable financial growth to be unlocked. However, navigating this expansive landscape can be akin to sailing turbulent and complex waters, and successful collaborations are the compass that can help creators navigate them safely. Right now, there are different levels of creators, each of which targets a distinct and well-defined niche. According to a report by Influencer MarketingHub, 39% of brands have chosen nano-influencers as partners, while 30% of them have opted to partner with micro-influencers instead. So, what do these terms mean, exactly?
What Brands are Actually Willing to Pay Instagram Influencers: Datacenter Weekly – November 3, 2023
Influencer marketing platform CreatorIQ is out with new data—shared first exclusively with Ad Age Datacenter Weekly—revealing how much brands are actually willing to pay influencers for sponsored posts on Instagram. The data is part of the company’s 2024 Influencer Marketing Trends Report. CreatorIQ polled 225 organizations—approximately half brands and half agencies—that work with influencers.
How Coca-Cola celebrated the 25-year legacy of its NASCAR racing family – November 2, 2023
Coca-Cola’s relationship with NASCAR dates back to the 1970s, when it began sponsoring Hall of Famer Bobby Allison and various races. The soda brand has maintained naming rights to the World 600 race since 1985, and formalized its relationship with the association in 1998, when it became the official soft drink of NASCAR. To celebrate the 25th anniversary of the racing family, Coke reunited a handful of veterans for a “Legends” content series that would give the brand an opportunity to differentiate its social content from its traditional marketing pathways on broadcast and in retail.
How can brands use data to predict the unpredictable? – November 2, 2023
The responsibility of marketers to communicate effectively with customers based on their wants and needs is becoming more and more difficult – to the point that they are having to predict the unpredictable. So how can brands stay close to their consumers?
Marketing Briefing: How marketers are using AI to help the vetting process for potential influencer partnerships – October 31, 2023
As influencer marketing grows in popularity, and marketers spend more time vetting potential influencer partnerships, some agencies and influencer marketing shops are using AI tools to help them do so. Viral Nation, for example, has been working with brands to run potential influencer partners through its AI tool, Viral Nation Secure, to determine any brand safety flags. The tool allows marketers to “look at everything a creator has done across social media and detect if there are certain flags that would be a cause for concern,” explained Viral Nation co-CEO Mat Micheli, adding that the tool is akin to “anti-virus” software for social media.
A 6-point framework for maximizing influencer marketing ROI – October 31, 2023
Building brand reputation and loyalty is the top business priority for leaders in the current economic climate, according to the 2023 State of Social Media report. Influencers play a growing role here—these digital trendsetters help brands establish credibility with target audiences while extending their reach. I spoke with Peter Kennedy, Founder and General Manager, Influencer Marketing for Tagger by Sprout Social, to discuss how leaders can measure and maximize their influencer marketing return on investment (ROI) at each customer journey stage.
Artificial Intelligence
OpenAI blames DDoS attack for ongoing ChatGPT outage – November 9, 2023
OpenAI has confirmed that a distributed denial-of-service (DDoS) attack is behind “periodic outages” affecting ChatGPT and its developer tools. ChatGPT, OpenAI’s AI-powered chatbot, has been experiencing sporadic outages for the past 24 hours. Users who attempted to access the service have been greeted with a message stating that “ChatGPT is at capacity right now,” and others, including TechCrunch, have been unable to log into the service. OpenAI CEO Sam Altman initially blamed the issue on interest in the platform’s new features, unveiled at the company’s first developer conference on Monday, “far outpacing our expectations.” OpenAI said the issue was fixed at approximately 1 p.m. PST on November 8.
Coca-Cola uses AI to envision the year 3000 on Las Vegas Sphere – November 9, 2023
Coca-Cola is sticking with AI as it promotes Y3000, a beverage launched in September that it says is the first flavor co-created with human and artificial intelligence. Coke Y3000 is the eighth iteration of a Coke Creations platform that has sought to interest younger consumers with drinks inspired by moods and experiences.
Social Good
Marketing With Purpose: Why Organizations Must Lead With Their Values – November 29, 2023
Picture this: Scrolling on Instagram, you come across a video of a woman recounting a deeply personal story. After escaping domestic violence, she was able to shop for high-quality clothes to begin interviewing for jobs and putting the pieces of her life back together. She talks about the importance of clothing for building confidence and dignity, and she talks about the program that enabled this in her time of need. At the end of the video, she mentions that the organization that helped her is always looking for volunteers. After hearing the message and seeing the impact firsthand, you organize with your workplace to set up a staff volunteer day where your company spends the afternoon helping out with the clothing program. A few weeks later, you take your own clothes to donate to the cause. Through just one video, you’ve created a connection with an organization and have begun to make your own impact. This is what meaningful marketing is all about.
Trends in Social Media
Once again, advertisers are backing away from X – November 17, 2023
Some brands are walking away from X after a Media Matters for America report found ads from major brands appearing “next to content that touts Adolf Hitler and his Nazi Party” on the platform and after owner Elon Musk endorsed an antisemitic conspiracy theory earlier this week. IBM, which the New York Times reported planned to spend around $1 million on the platform in the last three months of 2023, suspended all advertising on the platform, the company confirmed to Marketing Brew.
Meta Launches Collaborative Legal Action with Louboutin Targeting Counterfeit Sellers in its Apps – November 17, 2023
As part of its ongoing IP enforcement efforts, Meta has teamed up with luxury fashion brand Christian Louboutin to file a joint lawsuit against an individual who had been running a counterfeiting operation from Mexico, and selling replica Louboutin products via Facebook and Instagram.
WhatsApp Announces New Sponsorship Deal with Mercedes F1 Team – November 17, 2023
The deal, WhatsApp’s first-ever sports sponsorship, will see the Mercedes team post exclusive content to WhatsApp, with a particular focus on WhatsApp channels. WhatsApp launched its Channels one-to-many group messaging feature back in July, and the Mercedes team has already established a presence via the offering.
The power of emotion in purpose marketing: Deloitte, the WNBA and women in leadership – November 17, 2023
Imagine a world where women business leaders were celebrated as much as popular sports stars. Ryan Reynolds’ agency Maximum Effort brought that vision to life for Deloitte’s partnership with the WNBA, showcasing the power of marketing efforts that bring consumers closer to brands and to each other.
How Stanley is Responding to Viral TikTok Video Showing Its Tumbler Surviving a Car Fire – November 17, 2023
The lesson was clear—Stanley tumblers still keep drinks icy cold even amid the most fiery of circumstances. Yet the drinkware company’s quick response to a customer’s viral video this week provided another lesson about the brand value and power of speedy social media marketing.
TikTok Adds Metrics To Provide Further Insight Into How Ads Drive Conversion – November 16, 2023
TikTok’s looking to provide more insight into the actual impact of TikTok ads on conversion, by implementing a whole new measurement that will better link ad exposure to conversion activity. TikTok’s new “Engaged View-Through Attribution” (EVTA) metric will measure conversions that take place after a user views an ad for six seconds or more, but doesn’t click, then goes on to convert within seven days.
The Psychology of Why People Share on Social Media – November 12, 2023
Here’s a quick summary:
- The Psychology of Social Sharing: 5 Reasons People Share
- What People Share on Social Media: The Content Matrix
- The Generational Social Media Gap: What Different Age Groups Share
YouTube Updates Copyright Claims Process to Help Creators Avoid Violations – November 12, 2023
YouTube’s looking to improve its copyright claim process, so that creators don’t get bombarded with multiple claims, while also providing more options it hopes will help creators amend their uploads whenever a copyright claim is submitted. Both changes will be implemented within YouTube’s copyright claim notification emails, which will now incorporate multiple claims within one message, as opposed to sending you a new notification for each individual claim.
Unilever spins TikTok soap opera as part of #CleanTok sponsorship – November 9, 2023
Unilever is rounding out a collaboration with TikTok that has allowed the CPG giant’s Cleanipedia to act as the exclusive sponsor of #CleanTok, the most popular hashtag on the short-form video app. #CleanTok videos have accumulated over 98.5 billion lifetime views and seen an uptick in engagement since the partnership was struck last June. Meanwhile, Unilever’s Cleanipedia online portal offering cleaning tips and advice has reached 2.8 billion impressions in that time frame, with web traffic up 30%.
How Uber built its TikTok creator strategy — and why it looks beyond vanity metrics – November 9, 2023
Despite TikTok’s unwavering popularity over the past few years, it wasn’t until last summer that Uber adopted the buzzy platform. The rideshare company planned its entrance strategically, hiring its first TikTok-dedicated team member, Phil Rosario, months before activating. The exec quickly went to work developing a playbook designed not only to help the brand tap into the platform’s vast audience, but to establish a sense of community around some of life’s more relatable moments, whether it’s ordering takeout or finding a ride home.
Instagram Unveils Its ‘Creators of Tomorrow’ Showcase of Top Creative Talent – November 8, 2023
Instagram’s looking to highlight some of the top emerging creators in the app, as part of parent company Meta’s ongoing push to establish stronger bonds with the creator community, which, ideally, will see more of them posting more original content to its apps. Instagram’s latest initiative on this front is its “Creators of Tomorrow” listing, which serves as a showcase for top creators in a range of categories.
New Report Shows More Users Are Spending Money on TikTok – November 2, 2023
Could TikTok still become an eCommerce powerhouse? Thus far, TikTok hasn’t been able to get its in-stream commerce elements off the ground, which, in some ways, has stymied its broader plans, as in-stream product sales have become the main earner in the Chinese version of the app. But it’s interesting to note that TikTok users are increasingly spending in-stream, not on physical products, but on people, with some TikTok creators generating real incomes from their content in the app.
If TikTok is becoming a hub for search, how can we minimize the spread of fake news? – November 2, 2023
With its easy-to-use search features, we’re all only one click away from a world of content by ungoverned creators. The increase of this medium as a search engine is arguably a given considering the increase in figures year-on-year. But how can platforms like TikTok ensure that the younger generation is aware of the ‘fake news’ they give a home to?
Fediverse – Everything Marketers Need to Know About Decentralized Social Media – November 2, 2023
Like most fringe internet phenomena, the fediverse—a network of decentralized social media platforms—is relatively unknown. But last fall, it saw a surge in popularity when X, formerly Twitter, users flocked to Mastodon, a notable fediverse platform, in the aftermath of Elon Musk’s takeover. This summer, hype surged again when Meta announced that it would eventually incorporate Threads, its own Twitter alternative, into the fediverse.
New Netflix ad formats, including sponsorships and QR codes, create opportunity and risk – November 1, 2023
A year after Netflix introduced a variety of new service plans, including a free, ad-supported tier, the streaming giant is venturing deeper into the advertising-based video-on-demand (AVOD) space with a slate of new ad offerings.Beyond new sponsorship options, Netflix is also rolling out features that include QR codes embedded in US Netflix programming as well as a ‘binge ad (wt)’ format, which incentivizes binge streaming by giving viewers an ad-free episode after streaming three episodes back-to-back. The ‘binge ad (wt)’ offering will be available to media buyers globally beginning in the first quarter of 2024. Further, brands can now opt to run 10-, 20- or 60-second spots in addition to existing 15- and 30-second options.
2023 was the year of Barbie (and the fan zone it created) – November 1, 2023
Barbie’s brilliant marketing campaign, featuring a multitude of brand partnerships and a slew of brand experiences, was key to its success. Barbie’s marketing team had a huge, emotionally invested customer base to work with, because Mattel spent years fostering Barbie’s brand community. The real genius of the film’s marketing campaign was understanding this community and crafting experiences to further strengthen the bonds between Barbie and its fans.
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