Although TikTok might be the hot platform, brands have put far more dollars into their Instagram influencer marketing. Instagram is on track to capture nearly three times the amount of influencer marketing spend compared to TikTok, according to a new report from Insider Intelligence. This year, marketers spent $2.23 billion on Instagram influencer marketing, compared…
Brainlabs wants to continue its expansion into fast-growing areas of media like influencer marketing. Fanbytes has influencer expertise in abundance, but can only take it so far. That’s the quick take on why independent agency Brainlabs acquired influencer marketing agency Fanbytes for an undisclosed amount in May. With that we can dig deeper into the…
Quantifying influencer marketing effectiveness “The Association of National Advertisers is looking to set some standards in a category that has few—influencer marketing measurement,” reports Ad Age’s Jack Neff. “The country’s foremost marketer organization has issued its first guidelines for measuring influencer marketing, looking to create common ground for assessing the effectiveness of a fast-growing channel…
The media brand Full Squad Gaming launched in late 2020, focused on gamer-oriented video content on platforms such as YouTube and TikTok. Since then, the company has expanded rapidly, hiring prominent talent such as gaming influencer Jake Lucky to create content — all while (literally) hitting the road on a multi-state promotional bus tour last…
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This article is part of a cross-brand Digiday Media series that examines how the creator economy has evolved amid the Covid-19 pandemic. Explore the full series here. Influencers have developed a special knack for making a product go viral, selling it out seemingly overnight, and as more and more retailers and brands notice this, an…
Hollister is shifting to extended partnerships over a one-off, pay-per-post model with TikTok creators to build trust with its core demographic, high schoolers. “Our demographic puts a lot of trust in peer suggestions,” said Jacee Scoular, senior brand strategy director at Hollister, of the long-term partnership strategy. “We really started thinking about it and said…
With the rise of platforms like TikTok as well as the burgeoning importance of social commerce, marketers and agency execs are looking to influencers more and more. It’s no surprise then that an agency holding company like WPP would look to acquire an influencer agency like Village Marketing as the company did so late last…
Diversity pledges Following the killing of George Floyd at the hands of police officers in May 2020, brands pledged to allocate more of their advertising budgets toward minority-owned media. That push coincided with the boom in popularity of apps like TikTok and Snapchat, which have helped brands connect more directly to customers amid the pandemic. …
The embrace of social influencers by the major platforms, from Facebook and Instagram to newcomers like TikTok, has created a cottage industry — with a capital C. That’s because capital from brands and marketers continues to pour into the relatively nascent medium — eMarketer in January put out a report stating that three out of…