YouTube streamlines its ad controls: YouTube said it will soon “take the guesswork out of which ad formats to use” for creators with a new, automated ad placement system. Beginning in November, all newly uploaded videos will have their ad formats—such as pre-roll, post-roll or skippable ads—optimized by YouTube, rather than requiring creators to choose which types…
Several brands appear to be holding off on developing an influencer marketing strategy for the new platform. Bluestone Lane, for example, hasn’t leaned into its ambassadors for its Threads strategy following its initial flurry of posts when the brand launched on the platform, Stone said. Working with that group of ambassadors allowed the brand to…
Welcome to Ad Age’s influencer marketing news roundup. Each week, we’ll be highlighting the latest developments at the intersection between brands and the creator economy, including new partnerships between brands and creators, notable new features across social media platforms and the growth of creator-led businesses. Have tips or news to share about influencer marketing and…
Any marketer will vouch for the importance of using influencers to bridge the gap between brands and consumers. However, given the area is still expanding, growing pains are still at play. In the latest edition of our Confessions series, in which we trade anonymity for candor, we hear from a director of brand strategy and…
Gen Z has remained a highly sought-after consumer demographic among brands for the better part of a decade, driving marketers to develop campaigns and social strategies designed to resonate specifically with this age cohort. But many marketers have continued to fall short when it comes to connecting with Gen Z––and it’s often due to the…
Over the years, influencer marketing has gone from a nice-to-have to must-have when it comes to marketing strategy. The momentum influencer marketing has picked up isn’t slowing anytime soon – the industry is expected to be valued at $21.1 billion this year, according to Influencer Marketing Hub, a resource for the industry. From the rise…
At least one influencer believes so. Josh Ostrovsky aka The Fat Jewish recently told CNN that, “Eventually there will be too many influencers, the market will be too saturated and the value of influencer posts will continue to plummet. It’s a very standard value proposition. The more people join, the more options there are for…
State Farm (yes, the insurance brand) worked with creators to generate buzz around its video game competition in June to reach millennials and Gen Z gamers. State Farm created Gamerhood, a game series that pits users against each other, in 2022. To invest in that offering this year, the brand hired big gaming streamers including…
The FTC further clarified its endorsement guidelines, and its stance on influencers’ responsibility to disclose brand deals. Ultimately, the guidelines are pushing marketers and influencers to go beyond adding “#ad” or “#sponsored” to a post, pushing a more clearer distinction between a sponsored post and an organic post. Brand deal contracts and internal best practices…
Creator marketing platform CreatorIQ is developing new metrics to help advertisers measure the impact of creator campaigns against traditional digital marketing as the influencer and creator economy hopes to become a more established media option for marketers. This week, the company released a report that found influencer marketing saw an increased return on investment and…