Influencer Marketing Resources: May 2024

Marketing Resources,

May 8, 2024

Trends in social media: The Motherhood scours the headlines so you don’t have to. Check back throughout the month for more!

Influencer Marketing Industry Resources

Influencer Rates: How Much do Influencers Really Cost in 2024? – May 24, 2024

Influencer marketing is one of the most effective ways to reach your target audience—especially on social media platforms. But influencer costs can vary widely based on your business goals, industry, platforms you’re targeting, posting frequency, and more. How can you find the right influencer for your brand without breaking the bank?

The Influencer Marketing Reality – May 24, 2024

It is impossible to deny that influencer marketing is a key branch in the atmosphere of digital marketing. The importance is so much that many people dedicate themselves exclusively to it. Although we are indeed at a new point, with some level of professionalization, we are far from a formalized framework of professionalism across the entire sector. Even so, we do see the tool of influencer marketing helping to generate conversions and meet the KPIs imposed by the market.

16 Influencer Marketing Trends That Will Shape 2024 – May 23, 2024

If you want to know what influencer marketing trends 2024 will bring your way, you’ve come to the right place. Influencer marketing is already big, and it’s only going to get bigger. Every year brings about new social media platforms, new types of content, and new ways brands can engage with their potential customers. The best influencers stay on top of the trends so they can offer brands what they need to shine. With the social media landscape changing so quickly, it’s important that influencers leverage the hottest influencer marketing trends quickly to develop their authority and expertise, making themselves more attractive to brands. For their part, brands will want to jump on these influencer marketing trends to expand their audience, generate new leads, and earn more revenue.

17 Expert Insights Into The Rise Of AI Influencers – May 23, 2024

Traditionally, many companies have used an illustrated or animated “spokesperson” or corporate mascot as the face of their brand—think Tony the Tiger, the Jolly Green Giant and the Geico Gecko. Given the success that some of these characters have driven, the increasing capabilities of artificial intelligence and the ever-increasing power of real-life influencers in the digital age, it makes sense that businesses today are considering adopting virtual AI influencers to represent their brands.

Will AI Influencers Displace Creators? – May 23, 2024

We are not far off from a world where you can type a prompt into any major social media platform and generate an entire video of content with virtual people saying whatever you command. If that’s the case, and the platform’s AI gets sophisticated enough to make the content high quality and on-trend, then what role do creators play in the future?

What To Know About Social Selling With Influencers In 2024 – May 22, 2024

How many “Shop Now” ads did you see while scrolling through your social media feeds today? Social commerce has yet to come to full fruition, but it is well on its way, with influencers increasingly acting as a driving force. Some numbers to consider:

Influencer Rates: How Much do Influencers Really Cost in 2024? – May 16, 2024

Marketers focus on competitive analysis to grow their influencer marketing strategies – May 14, 2024

As influencer marketing continues to mature and marketers increase ad budgets for this category, there’s more effort than ever to keep tabs on the competition, according to four marketers who told Digiday they’re more focused on competitors’ influencer marketing strategies this year.

Why it’s time to hire an influencer marketing manager – May 14, 2024

More than 80% of marketers agree influencer marketing is an essential part of their overall social media strategy, according to a Q3 2023 Sprout Pulse Survey. Yet, less than a quarter (24%) say their brand has a dedicated influencer marketing manager. Most companies say influencer marketing is owned by their already overtaxed social or digital teams.

Nano vs. Micro-Influencer Marketing: What’s the Difference? – May 14, 2024

In an age where people are more likely to trust the recommendation of a YouTuber over that of a celebrity, influencer marketing is alive and kicking. However, as consumers become more starved for authenticity and credibility, they’re quickly turning their attention toward nano-influencers and micro-influencers who have a more niche influence.

Partnering With Small Creators Sees Brands Grow EMV While Building Local Reach – May 13, 2024

Size is just a number. If you don’t believe me, just ask Simone Biles. The all-conquering American gymnast has overcome questions surrounding her height to become one of her sport’s most revered athletes. Biles has dominated both the Olympics and World Championships over the past 11 years, racking up 37 medals in the process. And when asked about her formula for success, she was succinct: “I don’t think about size. I focus on being powerful and confident.”

How AI, automation and authenticity are changing influencer marketing – May 13, 2024

From digital diaries to an integral part of any marketer’s playbook, influencer marketing continues to soar in popularity—it’s set to grow from $16.4 billion in 2022 to $21.1 billion in 2023. During the COVID-19 pandemic, people were stuck at home and spent more time browsing social media, product recommendations and other creator-led content. Live-streaming through TikTok replaced in-person shopping and provided a new way for shoppers to engage.

A Franchise’s Guide To Becoming A Local Influencer – May 10, 2024

Influencer marketing has become a key method for promoting brands and building relationships. As the head of a digital marketing agency, I’ve seen firsthand that in the franchise sector, marketers are experimenting with how trusted influencers can promote their products and narrate their service experiences to attract current and new customers.

Influencer marketing trends across industries – May 9, 2024

When singer Shay Lia showed off her vivacious dance moves during Kaytrandas’ iconic Boiler Room set in 2013, she dazzled audiences and quickly became a meme. Over a decade later, people still reminisce and rave over the viral moment.

4 Ways Brands Can Use Influencers for Better Sales This Summer – May 8, 2024

The power of influencer marketing is unquestionable. It is projected to hit around $21 billion in 2024 and is no longer optional but inevitable for brands aiming to grow and capture new audiences. The upcoming summer provides an ideal opportunity for brands to reevaluate and refine their strategies. One possibility is to invest in effective influencer collaborations. This article outlines how brands can forge successful partnerships with bloggers and influencers to maximize their summer sales.

Digiday+ Research: Influencers see more Instagram engagement with still images than Reels – May 6, 2024

This is part of a research index that was originally published on Digiday’s sibling publication Glossy. Read the full index here. These days, it can feel like social media is a bit obsessed with the short-form video format. But recent research on influencer marketing conducted by Digiday came to a bit of a surprising conclusion: When it comes to sponsored posts featuring influencers on Instagram, images actually perform better than short-form videos.

Gen Z mostly doesn’t care if influencers are actual humans, new study shows – May 4, 2024

A new study has found that Gen Z may value AI and authenticity on social media differently than older generations. Analytics firm Sprout Social’s 2024 Influencer Marketing Report gathered feedback from 2,000 respondents across the US and UK about their experience consuming social content.

11 Brilliant Examples of Brands that Work with Micro-Influencers – May 3, 2024

With the rise of micro-influencer marketing, brands are increasingly turning to smaller, more niche influencers to drive meaningful engagements. Although micro-influencers don’t have as much reach as influencers with millions of followers, they deliver impact by speaking to a more targeted audience. As such, they can help you engage a highly relevant audience that finds value in your offering.

Influencers are changing how we buy – is your brand ready? – May 1, 2024

New research from Sprout Social found that almost half of consumers indicate that they make daily, weekly or monthly purchases because of content they saw influencers post. For as long as social media has been around, marketers have struggled to articulate its impact on revenue. Many brands still quantify social media in terms of metrics like reach, engagement and sentiment—and in the most sophisticated cases, revenue. So it’s no surprise that when we think about influencer marketing, our conversations default to KPIs like views, comments and impressions.

Influencer relationships (with consumers & brands) are evolving—what does that mean for marketers? – April 29, 2024

Do you have a “comfort influencer?” The one whose content you go back to again and again. You’re more invested in their personal life than any celebrity or other internet personality. No, you don’t know them. But you trust them. Our favorite influencers really do feel like friends, and we take their product recommendations seriously. According to the 2024 Influencer Marketing Report, almost all (86%) consumers make a purchase from an influencer at least once a year, proving the hold influencers we trust have over our buying habits.

This baseball season, the Seattle Mariners are embracing an ad strategy from decades past – April 25, 2024

It’s no secret that Major League Baseball has been trying to make its games more exciting with new gameplay rules. One team is trying to get fans, especially younger ones, hyped the old-fashioned way. The Seattle Mariners are tapping into their back catalog of ads from the ’80s, ’90s, and early 2000s as inspiration for a kitschy new series of social videos meant to engage older fans who might fondly remember the originals, as well as a next-gen fanbase that’s seeing them—and, at times, the team—for the first time on social media.

Healthcare/Pharma

After years of caution, pharma advertisers are embracing influencer marketing – May 3, 2024

Healthcare and pharmaceutical advertisers such as Gilead Sciences are injecting more and more of their media budgets into the creator economy. Brand advertisers in the health and pharma sector are some of the biggest-spending clients on media agency books. In the past, though, they’ve steered clear of influencer marketing. Now, despite uncertainty over the future of TikTok, industry experts say that influencer marketing has matured enough that healthcare clients are embracing it. And with the third-party cookie on its (albeit delayed) way out, pharma brands are hoping it’s an alternative means to target key audiences.

Why I’m uncomfortable with healthcare marketing’s obsession with ‘patients’ – May 1, 2024

Atomic Matter’s Frankie Everson has lost patience with healthcare’s dependency on language like ‘patients.’ She shares how her time with illness revealed just how dehumanizing the term actually is. As a strategist working on health brands, I’ve spent the best part of my career trying to imagine and evoke what has always been described as the ‘patient experience.’ I’ve diligently mapped out ‘patient journeys,’ trawling the internet for quotes and blogs that help bring to life the intricacies of living with a particular disease. I’ve tried my best to bring ‘patient insight’ into my briefs.

3 ways healthcare marketers can navigate the shifting data privacy landscape – April 30, 2024

For The Drum’s Healthcare & Pharma Focus Week, Acxiom’s Brady Gadberry (SVP, head of data products) and Jordan Abbott (chief data privacy officer) talk data compliance and audience engagement in the healthcare sector, and share insights of regulatory frameworks, privacy laws, and ethical considerations. Right now, most brands are reassessing how to connect with and grow their audiences. This is part necessity, with cookie deprecation looming (albeit not until next year, as recently announced), and part opportunity as generative artificial intelligence (AI) continues to redefine the madtech art of the possible.

Personalization in healthcare is broken: Introducing the ‘user-forward’ paradigm – April 30, 2024

Next-generation CRM in healthcare is here – but are ethics and personalization at odds? For The Drum’s health & pharma focus week, Merkle’s Dagmara Scalise and Erin Kelsh investigate. Today’s dominant personalization framework is all about knowing the individual and applying that information to intercept their journey and serve up relevant content that meets their needs. The end goal is to drive a relationship with the brand or product.

Is Ozempic’s marketing leaning into its viral weight loss reputation? – April 29, 2024

In the realm of pharmaceuticals, few stories have captured attention quite like Ozempic’s transformation from a type 2 diabetes treatment to a viral tool for weight loss.

Nonprofit

How Nonprofit Organizations Can Boost Donations Via Social Media – May 6, 2024

Amidst the COVID-19 crisis and now in its aftermath, nonprofit organizations have faced onerous financial burdens. Nonprofits rely on donations to survive, and fundraising became even more challenging during the pandemic. Sadly, this is still true post-pandemic due to economic factors such as inflation, high interest rates, and countless layoffs.

5 Takeaways From M+R’s Online Fundraising ‘Benchmarks’ – April 30, 2024

Online fundraising continues to become a larger part of nonprofits’ fundraising strategy. But, in 2023, online fundraising remained relatively flat with a 1% median reduction. This is according to the 18th annual “Benchmarks” report, a look at digital fundraising that M+R released last week. The new edition, which included 225 participants and relies on their year-over-year comparisons as opposed to the prior year’s results of the study, aims to provide nonprofits with insight to make data-driven decisions, as well as trends and context to put that insight into perspective to help nonprofits put it into practice at their organizations.

Google Announces Video Ad Targeting Options – April 29, 2024

Google’s announced a range of new ad updates as part of its 2024 NewFronts presentation, including expanded placement options, improved data tracking tools, and AI-based audience creation.

Social News

Instagram Could Give Users Optional Access To Experimental Features – May 27, 2024

Would you be interested in testing out upcoming IG features ahead of time? You may soon have the option, with a new “Early Access” menu item now being tested in the back-end code of the app.

TikTok Updates Disclosures Around State-Based Influence Efforts – May 23, 2024

Amid ongoing questions about the influence of the Chinese Government on its operations, TikTok has launched an updated transparency report, which will now provide more specific insight into detected influence operations that have been removed from the app, while it’s also updating its rules to restrict the reach of state-affiliated media accounts that attempt to influence communities outside their home country.

Pinterest Shares Report Into Gen Z User Trends – May 21, 2024

If you’re looking to get a better handle on the interests of Gen Z, there’s one platform that you should turn to: Pinterest. Okay, maybe not, but according to Pinterest, it is becoming a bigger focus for young, shopping-ready audiences: “From self-exploration to shopping lists, Gen Z is increasingly turning to Pinterest. In fact, they’re our fastest growing audience, making up more than 40% of our global monthly users. And they’re even more engaged than other generations, searching and saving at higher rates.”

TikTok Launches Program To Highlight Creators Making Positive Change – May 21, 2024

TikTok’s launching another program to support creators on the platform, this time focused on those who are making an impact on society via their in-app presence. The new TikTok Change Makers Program will highlight creators and non-profits “who create meaningful change in their communities through TikTok.”

Instagram Chief Says Post Share Rates Are Now a Key Driver of Reach – May 19, 2024

In response to a question posed in his most recent Q and A session on Instagram about how to expand your reach in the app, and the top considerations factored into the algorithm at present, IG chief Adam Mosseri provided this answer: “More important than watch time or like and comment counts is send rates, [and] generally, I think the rate is more important than the count. So the number of sends per reach, the number of likes per reach, the number of comments per reach. But sends per reach correlate more, in my experience, with overall reach than anything else, because we are looking to help people discover content they want to connect with friends over, and so sends is a great proxy for that sort of connection over creativity.”

The Evolution of Marketing: From Product-Centric to Human-First – May 19, 2024

The advent of social media changed marketing, but in recent times, the emphasis of “social” media has also shifted, putting less focus on driving likes and shares, and more on entertainment, and authentic connection. Which is what this infographic from the team at Giraffe Social Media explores, by looking at how brands can re-align their promotions around broader social engagement shifts, and how that relates to their brand messaging.

TikTok Announces New Strategy Summit for SMBs – May 16, 2024

May is National Small Business Month in the U.S., and TikTok is looking to mark the occasion by running a new Small Business Summit, a one-day event that’ll feature a range of creators, internal experts and SMB owners, who’ll share their insights into how to maximize your TikTok presence.

Everything You Need to Know About Live Shopping on TikTok – May 16, 2024

Live shopping on social media has boomed as a direct result of the pandemic. Between March 2020 to July 2021 only, live commerce purchases around the world rose by 76%, and the live commerce industry shows no signs of stopping. Compared to other e-commerce formats, conversion rates through livestreams are ten times higher.

TikTok Shares Insight Into the Rise of #FinTok – May 16, 2024

“TikTok is the #1 source for financial information among Canadian users under the age of 45 in social and video platforms, surpassing financial institutions’ websites, financial advisors, and family & friends.”

Instagram Says Posting Longer Reels Can Hurt Your Performance – May 13, 2024

Here’s an important note for IG creators. According to Instagram’s content team, posting Reels longer than 90 seconds can actually hurt your reach in the app.

TikTok Announces Campaign and Creative Optimization Webinar – May 8, 2024

Looking for ways to improve your TikTok marketing approach? This will help. TikTok has announced a new, free marketing webinar, which will dig into content creation, production techniques, campaign optimization, and more.

Social Media Marketers Need to Focus More on Entertainment – May 8, 2024

The biggest shift in social media marketing over the past five years hasn’t been short-form video, or even the development of generative AI. The key evolution, from a marketing-specific perspective, has been the move away from interaction and towards straight entertainment.

UMG music to return to TikTok after companies reach licensing agreement – May 3, 2024

We’re so back. TikTok and Universal Music Group struck a new deal that will bring music from UMG artists back onto the platform, the companies announced Wednesday. The new agreement was announced the day before TikTok’s NewFronts presentation and ends a three-month-long dispute between the two companies that left the social media platform devoid of music from UMG.

Instagram Says a Glitch Temporarily Erased Millions of Followers From Accounts – April 29, 2024

If you logged into Instagram over the weekend, you may have noted a precipitous drop in your following count in the app. Yeah, losing 5 million followers (as per this example from @tank.sinatra) would be hard to take, and would definitely have you questioning what you possibly could have said wrong to spark a mass cancellation.

How to Use Rhythm in Your Social Media Content – April 28, 2024

Using different styles, based on tried and true formats, can help to drive better flow, encourage participation, spark more interest, etc. You can check out Giraffe Social Media’s full overview here.

Meta reported strong ad revenue in Q1, but AI investments worry investors – April 26, 2024

Not even Zuck’s swagged-out rebrand could get Meta investors hyped for the future. Despite exceeding expectations and reporting $36.5 billion in revenue this quarter—27% up YoY due largely to a 20% jump in ad impressions and a 6% increase in price per ad—the company lost $200 billion in value after releasing its Q1 earnings.

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