Influencer Marketing Resources: September 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

Media Buying Briefing: Agencies cultivate the next generation of influencers through gaming – September 16, 2024  

The next generation of influencers and content creators may not come from social media — instead, expect them on gaming platforms, from Roblox and Fortnite to the adjacent communities on Twitch and YouTube.

Influencers drive spending in the face of economic hardship – September 13, 2024  

Despite a general drop in purchasing power, the parasocial influencer-consumer relationship has remained strong, and social-media-driven spending has proved robust, according to a new report. GlobalData’s Creator Economy report predicts that the creator economy will be worth $41bn by 2030. In a recent briefing, the company noted that consumers’ feelings towards influencers were immune to geopolitical tensions, inflation and economic uncertainty, giving these figures a secure platform. With most social media platforms being free to use, even cash-strapped consumers still engage with – and are influenced by – content pushed by algorithms.

Research: For Influencers, Showing Your Inner Circle Can Boost Engagement – September 12, 2024  

Influencer marketing is a billion-dollar industry, and its recent meteoric rise has sparked curiosity about which factors makes some influencer posts more popular than others. In a new paper, researchers analyzed more than 55,000 Instagram posts from the top 763 influencers worldwide during a six month period and discover that posts that read as more authentic to the influencer, for example posts that show close family or friends, receive the highest engagement. They offer considerations for how to harness their findings to improve brand-influencer post success.

Influencer Rates: How Much Do Influencers Really Cost in 2024? – September 12, 2024  

If you’re planning an influencer marketing campaign, one of the first things you’ll consider is the cost. While you may choose influencers based on your budget, it’s important to gain some idea of how much influencers cost so you can set aside a realistic budget. This post gives you a detailed breakdown of influencer rates across various platforms and how to find an influencer based on your budget. Let’s get started.

Influencers On The Rise Make Way For A New Breed Of Agencies – September 12, 2024  

It’s a whole different world than it used to be–and the recent decision by the Democratic National Convention to accredit social media influencers, just as journalists have always been invited to the proceedings, establishes how much things have changed.

How brands like Winx are navigating influencer partnerships ahead of the 2024 election – September 9, 2024  

When a bevy of influencers descended on this year’s Democratic National Convention, a few select brands were along for the ride. That included Winx Health, a sexual and vaginal health company, which teamed up with abortion rights activist Deja Foxx to promote its emergency contraception in a post talking about how reproductive rights were on the ballot this election cycle. Winx also contributed products to the Hotties for Harris activation held that week.

How the elections are shaping influencer marketing, from brand strategies to social media spending – September 9, 2024  

Potential voters are expecting more election content from influencers as the U.S. presidential race enters its most intense phase — but agencies will have to strike the right balance in their creator strategies, content types and the variety of platforms.

Aldi influencer exposes ‘joke’ behind malined industry – September 7, 2024  

I was deep in a mammoth doom scroll on Instagram. In between reels, yet another hyped-up content creator gave me another “honest review” about some life-changing product they were flogging, including a viral black bodysuit that erased love handles.

The rise of fake influencers – September 7, 2024  

There’s a new crop of it-girls, models and influencers dazzling magazine covers and posting on Instagram. But they’re not real.

Why This Brand Launched An Influencer Academy On Instagram – September 5, 2024  

In an era where social media serves as a primary source of information for millions, combating misinformation has become a critical challenge. To address the spread of outdated and inaccurate health information, perinatal brand Needed has launched a groundbreaking initiative: Needed Academy, an Instagram-native learning center for its brand partners and influencers.

The Future Of Marketing: 10 Game-Changing Insights From The Creator Economy – September 4, 2024  

Over the course of this year, I’ve helped brands navigate seismic industry changes, from Oracle’s departure from the advertising business to Google’s cookie phase-out reversal. At the center of discussions (besides the obvious, AI) is an increasing focus on the role influencers play across the media mix and customer journey. After engaging in meaningful discussions with the industry’s top marketing leaders, I’m sharing a top 10 list of my favorite questions, along with my perspectives, which have helped to shape media strategies and innovation roadmaps.

Inside the NFL’s revamped influencer marketing strategy to reach Gen Z and diverse fans – September 3, 2024  

Over 50 influencers and creators will film social content from the sidelines of the NFL’s opening week, which begins Thursday and includes the league’s first game in South America on Friday. 

Niche marketing: How brands can use influencers to reach niche pockets of the internet – August 28, 2024  

As the saying goes, when you try to appeal to everyone, you appeal to no one. Niche marketing is a highly targeted form of advertisement. With niche marketing, businesses promote their products and services to a small, specific and well-defined audience.

Why Influencer Partnerships Work (And Why This Is Unlikely To Change) – August 26, 2024  

There is a wide variety of partnerships you can use in the business world. While many strategic partnerships focus on streamlining internal tasks or outsourcing certain activities, some of the most effective partnerships are marketing focused.

Why Brands Are Inviting Customers on Influencer Trips – August 26, 2024  

Lavish trips full of free swag are no longer exclusively for the high-follower-count elites. Refy, Topicals, and Tarte are among brands that have begun to rebrand influencer trips as “community trips,” bringing regular customers to experiences typically reserved for those with online fame. The trend is part of the evolution of the traditional influencer trip, which has been met with backlash in recent years amid a rising cost of living. Community trips are being combined with broader initiatives to reach wider groups of customers with an aim to generate UGC.

Social Good/Non-Profit

How AI intersects with social good – September 13, 2024 

Over the past two years, AI has had a transformational effect on the business landscape. The technology’s potential to increase creative output, enhance worker productivity, and eliminate jobs has been debated ad nauseam. But one aspect of AI’s proliferation has flown under the radar, or at least not gotten the attention it deserves: how it will affect social impact.

Cause-Related Marketing: Embrace Doing Well by Doing Good – September 3, 2024 

I entered the arena of Cause-Related Marketing before I’d learned the meaning of the term. Ironically, the first steps toward doing a lot of good didn’t come from a dramatic moment. They came from an absurdly outsized dumpster bill.

‘Social profit orientation’ can help companies and nonprofits alike do more good in the world – September 3, 2024 

Economist Milton Friedman’s influential maxim, that a company’s sole obligation is to maximize profits, is outdated. Many companies have voluntarily integrated social concerns into their business operations through corporate social responsibility, or CSR, policies for years.

Social News

TikTok Adds ‘Delete and Re-Edit’ Option for Uploaded Clips – September 15, 2024 

TikTok is currently testing a new option that would enable you to start over with your in-app video project, by removing all of the edits that you’ve made and re-creating your clip.

Meta Publishes Checklist for Holiday Marketing Planning – September 15, 2024 

Okay, there are now only 100 days till Christmas, which means that it’s time to finalize your holiday marketing plans, and get a firm outline in place to ensure that you get the most out of your end-of-year push.

TikTok Rolls Out Improved Safety Measures for Teens – September 5, 2024 

TikTok’s rolling out some new safety tools for young users, including updated in-app resources for parents, improved advice guides, and a new TV campaign that highlights its safety features.

TikTok Announces Expanded Partnership With the NFL – September 5, 2024 

As the new NFL season kicks off, TikTok has announced an extension of its ongoing partnership with the league, via a multi-year partnership that’ll see NFL media and teams continue to post exclusive content to the app.

YouTube Implements Restrictions on Content Recommendations for Teens – September 5, 2024 

YouTube’s announced some new limitations on content recommendations for teens, which are aimed at limiting the potential harmful effects of overexposure in the app.

LinkedIn Launches Gen Z Focused Podcast via iHeartRadio – September 3, 2024 

LinkedIn is launching the first podcast of its partnership with iHeartRadio, with the Gen Z focused “Let’s Talk Offline” being added to the platform’s expanded podcast offering.

New Report Looks at Social Shopping Adoption and Trends – August 29, 2024 

While social shopping hasn’t taken off the way the platforms would like, they’re still pushing in-stream shopping tools, in the hopes of building new revenue streams and use cases.

Instagram Adds Stories Comments To Encourage Interaction – August 28, 2024 

Instagram’s rolling out another way to encourage more interaction, this time via comments on Stories, which are then visible to all who view that Story content.

TikTok Publishes Guide to 2024 Holiday Marketing – August 26, 2024 

Is TikTok part of your marketing mix for your holiday outreach plan? If so, then this is a must-read. TikTok has published a new guide to holiday marketing, focused on the EU market, which includes a range of tips, usage insights, and data pointers to help you map out your strategy.

Instagram Chief Shares Tips on How to Improve Content Performance – August 26, 2024 

In his weekly Q and A session on IG Stories, Instagram chief Adam Mosseri shared some quick tips to help improve your IG content performance. Which, to be clear, won’t suddenly triple your reach or anything crazy like that, but these notes could help to drive some additional eyeballs to your content, and boost your performance charts just a bit.

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