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Data is driving impact-focused brands as they scale their influencer-marketing content – Glossy

data is driving impact-focused brands as they scale their influencer-marketing content – glossy

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Unless you work for a supermarket, pharmacy or retail giant, chances are you’re facing pandemic-related budget cuts. Marketing is often the first to be told to do more with less. This can be discouraging, especially given that 2020 was supposed to be the biggest year in influencer marketing history.In many ways, it still might be. While the pandemic may have canceled exotic influencer trips, store opening parties and on-location photo shoots, it’s accentuated the importance of authentic influencer relationships and influencer-generated content.
Screen time has skyrocketed. People are socializing and shopping from their phones more than ever. But to survive long-term stay-at-home orders and encourage people to shop e-commerce, marketers need new ways to create content and expand their reach.

For brands, if there is a silver lining to the quarantine, it’s that influencer marketing is experiencing unprecedented growth, sophistication and creativity. According to Traackr data from over 30,000 beauty and fashion influencers, mentions of TikTok on their Instagram feeds increased 99 percent in the first month of quarantine.
Everyone, influencers included, is trying out new content and formats. Whether brands are tapping into organic advocates, scaling ambassador programs or leveraging influential creators to produce quality content for their …

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The CEO of Black influencer marketing agency Shade shares tips for how companies can be better allies — and avoid getting ridiculed on social media

Information Access and Management (IAM) Platform powers IAM Network - 60,000 + engaged information professionals worldwide.

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We talked to Jacques Bastien — the founder and CEO Shade, an influencer marketing company that specializes in elevating the work of influencers and creators of color — about how brands and influencers can better support Black communities. “A lot of companies will come out and say kumbaya messages of ‘We’ll get this through together,'” Bastien said. “That is not the message here. The issue is we’re dying. We’re tired. We’re sick.” Bastien encouraged companies to take bold stances, to teach and educate employees and executives about systemic racism and police brutality, and urged influencers to speak out against brands that are harming Black communities. Visit Business Insider’s homepage for more stories.

When protests broke out across the nation in response to the deaths of George Floyd and Breonna Taylor, Jacques Bastien immediately called up his white friends and urged them to speak out on behalf of the Black community, the marketing executive told Business Insider.  “I reached out to all of them and said regardless of if you’re vocal or not, if you’re political or not, I need you to fight for me,” Bastien said. “I need you to call racism when you see it, call it out. I need …

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Influencers take a stance, brands stop ad campaigns, and protests dominate social media

Information Access and Management (IAM) Platform powers IAM Network - 60,000 + engaged information professionals worldwide.

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Hello, this is Amanda Perelli welcoming you back to Influencer Dashboard, our weekly rundown of what’s new in the influencer and creator economy.

In response to George Floyd’s death after a Minneapolis police officer knelt on his neck for nearly nine minutes, many social-media stars have spoken out online demanding change.This week, I spoke with YouTube star Eva Gutowski, who is urging her fellow creators to use their platforms to build a conversation and take a stance.”Not only do I feel like it is my responsibility to speak out, it’s also just a no-brainer because I was given this platform,” she said. “I’m in the position that I am because I am good at public speaking, so it would be the biggest injustice to not use the one thing that I am good at, which is talking to people.” Gutowski shared an informational video on IGTV on black history, and she included a moment of silence for the lives lost due to racism mid-way through her recent YouTube video, as well as sharing resources on Instagram Stories and other platforms.

Many brands and influencers are stopping ad campaigns this week, but Gutowski wants them to do more:She …

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Seeking organic partnerships, influencer marketers are scaling their ambassador programs – Glossy

seeking organic partnerships, influencer marketers are scaling their ambassador programs – glossy

BEGIN ARTICLE PREVIEW:

Unless you work for a supermarket, pharmacy or retail giant, chances are you’re facing pandemic-related budget cuts. Marketing is often the first to be told to do more with less. This can be discouraging, especially given that 2020 was supposed to be the biggest year in influencer marketing history.In many ways, it still might be. While the pandemic may have canceled exotic influencer trips, store opening parties and on-location photo shoots, it’s accentuated the importance of authentic influencer relationships and influencer-generated content.
Screen time has skyrocketed. People are socializing and shopping from their phones more than ever. But to survive long-term stay-at-home orders and encourage people to shop e-commerce, marketers need new ways to create content and expand their reach.

For brands, if there is a silver lining to the quarantine, it’s that influencer marketing is experiencing unprecedented growth, sophistication and creativity. According to Traackr data from over 30,000 beauty and fashion influencers, mentions of TikTok on their Instagram feeds increased 99 percent in the first month of quarantine.
Everyone, influencers included, are trying out new content and formats. Whether brands are tapping into organic advocates, scaling ambassador programs or leveraging influential creators to produce quality content for their …

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‘Stand for something’: As protests continue, tone-deaf influencer marketing is in the spotlight – Digiday

‘stand for something’: as protests continue, tone-deaf influencer marketing is in the spotlight – digiday

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As protests of police brutality following the killing of George Floyd continue across the country, marketers are pressing pause on influencer campaigns. The choice to do so is an obvious one as social channels, which were blacked out on Tuesday, now mainly feature videos of police and protesters as well as posts on the history of systemic racism in the U.S., making influencer marketing campaigns appear tone deaf, according to influencer marketing agencies.  That said, even though pressing pause again on influencer marketing, which had already been hit hard due to the coronavirus, isn’t the most important issue. Questions about diversity in influencer marketing, opportunism and the need for brands to get comfortable with influencers taking a stance on politics and racial issues are bubbling up now as this may be a moment of self-reflection for the influencer marketing community. 

Part of the reflection comes from the nature of the moment. As influencers have massive platforms, their fans expect them to talk about what’s happening and to take a stand, according to influencers and agency executives. “The role of the influencer has changed a lot over the last three to five years,” said Brandi Riley, influencer and …

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Research Firm names CreaterIQ a leader in the Influencer Marketing Solutions

research firm names createriq a leader in the influencer marketing solutions

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CreaterIQ has been labeled as a leader in The Forrester New WaveTM : Influencer Marketing Solutions 2020 in the second quarter.
Forrester reported in the martech arena that the customers of CreaterIQ just love the way this platform pushes meaningful insights that are brand-specific into the major decisions that are to be made revolving around the selection as well as negotiation of influencers.
The research firm carried out thorough evaluations where it assessed several influencer marketing organizations and allotted them scores on different criteria such as:

The vision of the product
Measurement and reporting
Capabilities of Data Science
Data management of the Influencers
Influencer data access

These influencer organizations were also categorized into three distinct segments of-

In-house Platforms
Managed Platforms
Marketplaces

Igor Vaks, the CEO and founder of CreatorIQ expressed the euphoria and gratitude of the company for being recognized as a Leader of the industry and the best performing product in the given category, by Forrester. Igor further added that the vision of the company is powered by the belief that authentic influencer marketing as well as brand advocacy are a better and more powerful way of going about in the business. This belief of the company is endorsed and …

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10 steps to your startup’s first influencer marketing campaign

10 steps to your startup’s first influencer marketing campaign

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If you’ve heard of the ‘influencer’ buzzword, but aren’t quite sure how to proceed, this could be the time to dig a little deeper. In times of crisis, it can be useful to think about new ways to increase your brand visibility.
Firstly, why would your startup want to try influencer marketing? Far from being your main marketing activity, influencer marketing can be a useful ‘add on’ to your online campaigns. Being recommended or mentioned by these trusted online figures is a way to get seen by new audiences, as well as circumvent traditional ad blockers. Plus, if done right, your startup can stand out as more authentic, human, and trustworthy. 
Secondly, it’s important to note that influencer marketing is not only for the stereotypical ‘instagram’ lifestyle B2C brands. It can also be leveraged by B2B startups, working in more academic, scientific or technological sectors. For example, there are many industry thought-leaders, researchers, and tech journalists that could successfully get the word out about your product on a more professional platform like LinkedIn, or in R&D circles. It just requires a little lateral thinking around which communities you want to be heard in.
Thirdly,  …

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Why brands are singling out organic advocates for influencer partnerships – Glossy

why brands are singling out organic advocates for influencer partnerships – glossy

BEGIN ARTICLE PREVIEW:

Unless you work for a supermarket, pharmacy or retail giant, chances are you’re facing pandemic-related budget cuts. Marketing is often the first to be told to do more with less. This can be discouraging, especially given that 2020 was supposed to be the biggest year in influencer marketing history.In many ways, it still might be. While the pandemic may have canceled exotic influencer trips, store opening parties and on-location photo shoots, it’s accentuated the importance of authentic influencer relationships and influencer-generated content.
Screen time has skyrocketed. People are socializing and shopping from their phones more than ever. But to survive long-term stay-at-home orders and encourage people to shop e-commerce, marketers need new ways to create content and expand their reach.

For brands, if there is a silver lining to the quarantine, it’s that influencer marketing is experiencing unprecedented growth, sophistication and creativity. According to Traackr data from over 30,000 beauty and fashion influencers, mentions of TikTok on their Instagram feeds increased 99 percent in the first month of quarantine.
Everyone, influencers included, are trying out new content and formats. Whether brands are tapping into organic advocates, scaling ambassador programs or leveraging influential creators to produce quality content for their …

END ARTICLE PREVIEW

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Black Influencers Speak Out About What We Can All Do Better

black influencers speak out about what we can all do better

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As civil unrest fills the nation’s streets, another revolution is taking place and it’s online. At the helm: Black beauty influencers.Poised as powerful liaisons between consumers and corporate America, they are steering discussions about race, identity and transparency. They’re also redefining an influencer’s role, both in economic and socio-political terms.“Wielding influence is more than just posting pictures or videos and having a lot of followers and likes,” Shanygne Maurice, a beauty YouTuber and inclusivity activist, told HuffPost.An influencer, Maurice said, is “someone who uses her voice to consistently advocate for the betterment of others, the environment and the world in general.” HuffPost spoke to several notable Black beauty influencers who are calling out brands for failing to do better and who detailed what socially responsible and racially just engagement looks like from their followers right now. The weight of being a Black influencerThe current news cycle paints a gruesome and violent picture of racism in America, as the killings of George Floyd, Ahmaud Arbery and Breonna Taylor make headlines and prompt renewed calls for social change and justice. “The inundation of violent imagery 24 hours a day has started to take a measurable toll …

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