Influencer Marketing Resources: August 2024

Marketing Resources,

August 6, 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 Marketing Tools for B2B Success in 2024 – August 26, 2024

The advent of 2024 sees influencer marketing becoming increasingly ingrained in the B2B sphere, and critics are established as a reliable means of achieving brand trust, attracting consumer attention, and cultivating a substantial pool of relevant leads. Whereas B2C influencer marketing focuses on persons who have numerous followers, the B2B approach is much more specific, targeting individuals who are respected in their fields and have significant authority among other industry professionals. In this article, strategies for B2B influencers and tools that help B2B businesses use influencer marketing effectively are outlined. We aim to outline the most efficient tools of influencer marketing in 2024 for B2B industries to grow.

Nano vs. Micro-Influencer Marketing: What’s the Difference? – August 26, 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.

These Influencer Marketing Tools Can Maximize Your ROI – August 25, 2024

At its core, influencer marketing is simple—your brand partners with an influential person to promote your products or services. With the right approach, you can turn a bit of their audience into yours.

The Surprising ROI of Small Online Influencers – August 22, 2024

Sparkling water brand LaCroix has been available in the U.S. since 1981, but it took off to become a go-to drink for millennials about 10 years ago. Its creative flavors and candy-colored packaging were part of the reason, but so, too, was the company’s strategy of working with a large number of relatively small social media influencers who talked up the brand to their audiences.

Research: What Happens When Influencers Turn Off Comments – August 20, 2024

Influencers are often targets of online negativity, and how they respond to this feedback can have important ramifications for their personal brands and the effectiveness of their product endorsements. Recent research shows that one commonly employed tactic — turning off social media comments — can undermine influencers’ key assets: their persuasiveness, likability, and perceived sincerity.

What the first White House creator conference signals for election season – August 19, 2024

At the first White House Creator Economy Conference last week, President Biden called creators “the future” and joked about how he could be part of it. “You are the breakthrough in how we communicate,” he said. “And that’s why I invited you to the White House, because I’m looking for a job.” The event, hosted by the White House’s Office of Digital Strategy, aimed to discuss issues like AI, privacy, pay equity, and mental health. Deputy Treasury Secretary Wally Adeyemo and Domestic Policy Advisor Neera Tanden were among those who hosted panels on the topics.

When It Comes to Influencers, Smaller Can Be Better – September/October Print Issue 2024

Though celebrity influencers get lots of attention, they often don’t produce sales. When Bocconi University’s Maximilian Beichert and colleagues looked at the data on close to 2 million purchases and hundreds of paid influencer endorsements, they discovered that influencers with fewer than 10,000 followers delivered far better returns. In this article Beichert shares his findings along with tips on getting the best results from influencer campaigns.

How Creators And Beauty Brands Are Evolving The Influencer Event – August 17, 2024

Lavish brand-hosted influencer trips and events have become a big part of the influencer marketing world, especially for fashion & beauty companies looking to increase their brand awareness and build stronger relationships with key tastemakers on social media. Bringing together multiple creators for a glamorous dinner or a tropical getaway, celebrating a product launch, and having everyone share the brand and their experience with their hundreds of thousands of followers is a great way to garner high reach in a short amount of time. When executed well, an influencer event can put an up-and-coming brand on the map, or cement it as the choice brand for the coolest creators around.

Brands Love Influencers (Until Politics Get Involved) – August 16, 2024

Brands love when social media stars take to Instagram or TikTok to advertise their soap, probiotic sodas, makeup and more. But many of those same brands are eager to avoid influencers who discuss politics. Making sure the two don’t mix has become a fraught exercise in the growing, and often unpredictable, influencer industry. How can a brand join the conversation while making sure it doesn’t get too deep?

12 Predictions On Emerging Ways To Leverage AI In Influencer Marketing – August 16, 2024

Marketers today have an abundance of AI-powered tools at their fingertips to help them ideate, build and enhance influencer marketing campaigns. Combined with a strong understanding of an organization’s goals and a solid strategy, these systems can help identify ideal collaborators, analyze content performance and even generate personalized messaging.

Revolutionizing Influencer Marketing With Generative AI: Strategies, Implications And The Future – August 15, 2024

Influencer marketing has become an integral part of modern brand strategies. Its ability to reach target audiences authentically and effectively through trusted voices has proven invaluable. Despite modest beginnings with just $20,000, Daniel Wellington rapidly sold 1 million watches worth $228 million within three years through brilliant influencer marketing. However, the traditional process of identifying, vetting and collaborating with influencers is often time-consuming and resource-intensive.

Corporate influencing: A new frontier in B2B marketing – August 9, 2024

As the B2B influencer marketing landscape continues to evolve, there’s a growing need for a new breed of influencers: corporate leaders who maintain their roles within large organizations while building a strong social media presence.

Monthly Influencer Marketing Report July 2024 – August 8, 2024

Every day, over 1 billion Stories are posted across Facebook apps alone, while Instagram sees 46,740 photos uploaded every minute.

Why Health Care Brands Can No Longer Ignore Influencer Marketing – August 8, 2024

If you’ve shied away from incorporating social media and influencers into your marketing strategy, now is the time to rethink your approach. There’s never been a better moment to use these powerful channels to promote your brand – especially if you’re in the health care and pharmaceutical space.

Will AI Take Over The Influencer Marketing Industry? – August 8, 2024

In the 1970s at the Tokyo Institute of Technology, a roboticist named Masahiro Mori introduced a concept he called the “uncanny valley.” It describes a phenomenon Mori observed where the more lifelike robots become, the more appealing they are, but only up to a certain point, and then the appeal rapidly turns into disenchanted repulsion. Simply put, as a robot becomes closer to a true human image, it starts to elicit eerie feelings in people.

Employees As Influencers: The Rise Of Employee-Generated Content – August 7, 2024

Is your brand’s next content creator someone already on your payroll? Today, employees across industries are stepping into the spotlight to be the creators behind their employer’s social media accounts—from fit checks to day-in-the-life videos, employees are taking center stage.

The evolution of affiliate and influencer marketing: From peak popularity to resurgence – August 7, 2024

Affiliate and influencer marketing have changed immensely over the past two decades, converging into one holistic solution that has reshaped performance marketing. Here’s a short overview of the rise, fall, and coalescence of the two, as well as recommendations for how brands can leverage this model in today’s world.

Changing The Face And Voice Of Marketing And Advertising Starts With Each Of Us – August 7, 2024

Earlier this year, the Star Tribune spotlighted troubling statistics from the Federal Reserve Bank of Minneapolis, revealing significant barriers for Minnesotans striving to climb the economic ladder. This inequality is especially pronounced among Black, Indigenous and people of color (BIPOC) individuals, echoing a national trend where economic mobility remains a distant dream for many.

‘Trust runs both ways’: Has influencer marketing become more transparent? – August 7, 2024

In 2018 Unilever’s then marketing and communications officer, Keith Weed, made headlines with a scathing attack on bad practice in the influencer marketing ecosystem. Flagging fake followers, bots, fraud and “dishonest business models”, Weed committed the FMCG giant to purge of any partnerships that lacked transparency – and urged other brands to do the same.

Is influencer activism the new brand activism? – August 5, 2024

We recently asked 2,000 consumers if they expect influencers to take a stand on social issues. Almost all (87%) strongly or somewhat agreed. This number rises to 90% for Millennials and Gen Z.

Nano-Influencers: Four Questions To Ask Your Marketing Team – August 5, 2024

With influencer marketing firmly embedded in CPG companies’ strategies, many CMOs are looking at a new category of influencers with fewer followers but higher engagement and trust levels to separate from their peers and deliver better results. The emergence of nano-influencers has sparked significant interest among brands seeking genuine connections with their target audience.

‘Underconsumption core’ is in — and not a moment too soon, I say – August 4, 2024

#Underconsumptioncore is taking over TikTok. I’ve been on the underconsumption train long before it was trending. But given the barrage of influencer marketing these days, it’s a lifestyle that is increasingly harder to maintain. Now the stakes are higher as more consumers are feeling cash-strapped.

15 Ways To Use LinkedIn for Influencer Marketing – August 3, 2024

“Brands that engage in influencer marketing and are winning the battle to increase awareness, website traffic, lead generation, and sales revenue are leveraging target marketing. As a marketing strategist, I work with brands to create and implement influencer marketing campaigns on LinkedIn. What is great about LinkedIn is the type of business-focused audience and the high levels of engagement. When I work with a brand that is B2B (business-to-business), LinkedIn is the #1 social media platform that we use to increase brand awareness and brand loyalty. Using LinkedIn for LinkedIn Live, LinkedIn audio, posts, videos, and promoting webinars have all been tactics that have successfully increased brand revenue and reach. With an influencer campaign, LinkedIn can help to authentically connect with new customers in an engaging and informative way. The secret weapon of influencer campaigns is the combination of education and entertainment in one format—and LinkedIn is the place to be for every B2B brand.” ~ Devoreaux Walton, revelant

From paying influencers to attracting them: A new paradigm in travel marketing – July 31, 2024

The global tourism industry was one of the sectors most severely impacted by the Covid-19 pandemic. But it has shown remarkable resilience and recovery. As lockdowns lifted and travel restrictions eased, the travel industry saw an unexpected surge in demand.

HOW INFLUENCER MARKETING IS MOVING INTO A MORE RIGOROUS, METRICS-DRIVEN ERA – July 29, 2024

Influencer marketing creates content at the speed of culture. Its power lies in its ability to speak to consumers directly across the funnel. As a result, influencer budgets and campaign parameters are expanding dramatically.

Tourism

Influencer-brand partnerships are huge in travel – but they’re not easy to pull off – August 2, 2024

A rainy Sunday in the good old British ‘summer’. You’re scrolling through Instagram. Your feed is overwhelmed by gorgeous people sipping on Aperol Spritzes on Italy’s Ligurian Coast. Millions of people just like you are suddenly searching for Camogli, a tiny pedestrianized fisherman’s village outside Genoa.

Social Good

Top 65 Social Good Trends in August – August 5, 2024

The August 2024 social good round-up highlights some charitable and educational initiatives that seek to make a difference.

Social News

YouTube Launches Q&A Shorts Series for Creator Questions – August 25, 2024

This could be helpful for those looking to build their YouTube presence. Over the past week, YouTube Creator Liaison Rene Ritchie has begun posting Shorts which address specific YouTube growth questions, with answers from YouTube’s Senior Director of Growth and Discovery Todd Beaupré.

LinkedIn Launches In-Feed Video Carousels – August 22, 2024

You may have noted these already, as LinkedIn has been rolling them out over the last few weeks, but the professional social network is making a new push on video content, via in-feed carousels of video clips.

Meta Activates Threads Crossposting From Facebook and Instagram – August 22, 2024

Okay, this is probably one of those “just because you can, doesn’t mean that you should” updates. But as reported by TechCrunch, you are now able to cross-post from both Instagram and Facebook to Threads, so you can effectively amplify your updates across all three apps at once.

The Impact of Social Media Purchases – August 21, 2024

Have you ever bought something based on a social media ad that you didn’t need, or really even want? Evidently, this is fairly common, based on a recent survey conducted by WalletHub, which found that 74% of respondents have indeed bought something from social media that they didn’t need, and 63% regretted the purchase.

Pinterest Shares Rising Trends and Searches in the App – August 20, 2024

Looking to get a handle on the latest fashion and beauty trends of the season? This will help. Today, Pinterest has published its latest trend update, which provides insights into the key fashion, beauty and food trends heading into fall.

Instagram Tests New Profile Cards for Creators – August 20, 2024

Instagram’s testing out new profile cards with selected creators, which provide another way to highlight your profile, and showcase your content.

LinkedIn Outlines Improved Semantic Search Capacity – August 15, 2024

Earlier in the year, we published a post which looked at the use of hashtags on LinkedIn, and whether you actually need to add hashtags to your posts anymore.

Meta Announces Improved Ad Attribution and Targeting Processes – August 14, 2024

Meta’s planning to update its approach to ad campaign measurement and attribution, in order to better link your Meta ads to conversions, while also giving Meta more data points to work with to optimize campaigns.

LinkedIn Shares Insight Into What Drives B2B Campaign Response – August 14, 2024

So what’s working in B2B ads, and what sparks decision markers to pay attention, and click through on B2B brand promotions?

B2B is a very different audience to regular consumer outreach, as you’re looking to connect with a more professionally-focused, and goal-oriented market. And as such, what drives the best response may be different, with certain formats likely to better communicate this than others.

TikTok Establishes New Deal with Amazon To Facilitate In-App Purchases – August 11, 2024

TikTok’s still trying to get people to buy more things in the app, this time via a new integration with Amazon that’ll enable TikTok users to make an Amazon purchase in-stream, without having to tap through to the Amazon app or website.

Instagram Updates Metrics to Focus Creators on Views – August 7, 2024

Your Instagram metrics are changing, because IG wants you to refocus on reach instead of the traditional followers and likes. For months, Instagram Chief Adam Mosseri has been working to convince creators that they should stop worrying about their follower count and start focusing on reach instead. Because reach, Mosseri says, is what every creator really wants.

INSIDE THREADS MARKETING STRATEGIES—HOW BRANDS ARE PRIORITIZING THE PLATFORM – August 2, 2024

July marked the one-year anniversary of Meta’s abrupt introduction of Threads, the social media giant’s text-based platform designed to rival X, formerly Twitter.

Threads Gains Momentum as Users Reach 200M – August 1, 2024

Zuck wasn’t lying about Threads’ growth momentum. As flagged by Meta chief Mark Zuckerberg in yesterday’s Q2 earnings call, Threads is now up to 200 million monthly active users, as confirmed today by Threads chief Adam Mosseeri.

Justice Department Shares Details of Case Against TikTok – July 28, 2024

With TikTok’s U.S. sell-off bill looming, many questions remain as to what exactly the case is against the app, and what swayed U.S. senators to vote overwhelmingly in favor of forcing the app to be sold into American ownership or be banned entirely from the region.

Click here to sign up to receive info on trends in social media, the influencer marketing industry, best practices and news straight from our experts to your inbox at a frequency that works best for you.

Influencer marketing experts