Influencer partnerships become increasingly performance-based With brands reducing the scope of their influencer marketing efforts, many creators may encounter fewer opportunities for brand partnerships, forcing them to be less selective about the brands they agree to work with, Skillshare’s Cooper said. “[Previously], because they had so many people coming at them from so many different…
Influencer marketing is maturing as a business for many marketers and media agencies as they find ways to leverage creator content and gain new audiences. From using artificial virtual influencers to micro influencers on social media, agencies and brands are realizing they need to strategize and adapt to new ways of using influencer marketing. Experts…
When it comes to brand activations, Minecraft has historically lagged behind other metaverse platforms such as Roblox and Fortnite — but this could change soon. This Friday, Minecraft influencer Toby “Tubbo” Smith is officially launching TubNet, a Minecraft server with unique content and items tied to advertisers such as Kraft and Sony Pictures. The server was…
Independent agency Goat this month appointed a new director to lead the U.S. market as it continues growing in influencer marketing. More and more marketers are after influencers to up their marketing game. But the secret to success, Goat’s leadership contends, is in viewing influencers as a newer form of performance media and using data…
The TikTok effect on influencer marketing CreatorIQ gave Datacenter Weekly a first look at new research that shows just how rapidly TikTok has been rising as a platform for brand-driven influencer marketing. A few key data points from a study it will release next week: • More than half—52%—of brand campaigns tracked on the CreatorIQ…
There’s no escaping social media for brands and agencies planning their marketing budgets. But, just as there are discrepancies between how these groups map out their ad spend on social media, there is also a gap between how much brands and agencies spend on influencers versus how confident they are in the success of influencer…
Chen started Gold House in 2018 to create a network of Asian and Pacific Islander cultural leaders to work together for socioeconomic equity.He created AU Ventures, a holding company with the goal of ensuring social impact and charity are not afterthoughts. Chen has been credited with being a key architect of influencer marketing during his…
On June 16, the gaming and esports energy drink company G Fuel let go seven of its talent managers, one day after five of them contacted HR to report their CEO’s use of offensive language to describe both current and former employees during a meeting. According to former G Fuel staff members, the comments were…
In recent weeks, there has been a lot of talk about the TikTok-ification of Instagram, with the platform’s algorithm prioritizing short-form video content over photos despite the protests of users and influencers alike. Even so, Instagram execs have said the app will continue to prioritize video and provide more creative tools for Reels as it…
The Omnicom Advertising Collective, which consists of many of the holding company’s creative agencies including Goodby Silverstein & Partners, Zimmerman and Dieste, is launching a dedicated gaming offering called LevelUp OAC. The new gaming unit will be led by The Marketing Arm and GSD&M. The offering will provide creative and media expertise to brands looking…