Main Street One’s core philosophy when it comes to digital messaging, says Hougland, is trust: “There is a massive erosion of trust among consumers today. They don’t trust government. They don’t trust the media in the same way. They don’t trust advertising and brands in the same way. So ultimately, as a brand, you’re somewhat limited…
Coltrane Curtis, founder of consumer marketing agency Team Epiphany, would never hire a professional influencer, but he believes that influencer marketing in service of a community is “the sharpest tool in the toolbox” for marketers. That’s because the way that marketers and brands are using influencer marketing has become ineffective and disingenuous, Curtis said. Professional…
As the advertiser boycott of Facebook continues to gather steam, with over 530 marketers committing to move ad dollars from the platform for at least the month of July, some are also pressing pause on influencer campaigns. In doing so, marketers are either postponing planned influencer campaigns altogether or delaying any use of paid ads…
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…
Influencer marketing may no longer be the growth area it once was for marketing budgets, according to a new survey of 60 brand execs responsible for spending decisions. The survey found that 37% of brands have decreased influencer marketing expenditure over the past year. For 27%, spending has remained flat. Only 35% of respondents said…
TikTok is testing a new ad format that links advertisers to its prominent influencers to let those creators display a prominent call-to-action button in their videos, according to people familiar with the matter. The ad revenue will be split between TikTok and the influencer. The test demonstrates how TikTok, mostly considered a brand advertising platform…
The 2020 presidential election may not only be the meme election but the influencer election. Last week, a flurry of ads paid for by the Michael Bloomberg campaign were posted by dozens of influential meme accounts like @KaleSalad and @Tank.Sinatra. The ads, which come from a new company, Meme 2020, didn’t say much about Bloomberg…
RXBar is using influencers like they would an agency. The company is handing over the marketing of its new limited edition flavors to social stars, letting them create the content to promote the flavors and posting it on their channels. In doing so, the company is eschewing a more traditional paid marketing campaign of television…
TikTok is the rare recent example of a new app that’s taken off globally with millions of young people. The question is why. Those who have studied TikTok attribute its breakout success — it’s been downloaded more than 1.7 billion times to date — to its ability to lure users down a digital rabbit hole…
How could alternative pricing models look like in influencer marketing instead of the established pay per post? Dr. Stefano Balestra, Managing Director at Collabary by Zalando, presents two models that would provide greater levels of transparency in the market. In recent years, the entire influencer market has become increasingly professional. However, the issue of pricing…