When it comes to working with influencers, Visible looks for long-term partnerships. The brand, a digital-only phone carrier from Verizon, believes that fostering an on-going relationship with influencers will allow the audiences of those influencers to get to know the brand and connect with it more than one-off posts. “We do a lot of social…
The social commerce game The new monetization tools come as Instagram is facing more competition from competitors when it comes to social commerce and retaining creators who can drive brand campaigns. Last July, TikTok launched its $200 million creator fund, letting users earn money from their videos and in October, the platform partnered with Shopify…
When it comes to influencer marketing some brands — particularly those targeting Gen Z — are starting to consider using TikTok creators over Instagram influencers in their campaigns. The chance for seemingly anyone or anything to go viral, as well as the increased usage of the growing social platform, is alluring for marketers — leading…
Who do you listen to when you’re thinking about what to buy or subscribe to? In a bid to answer that question, brands are trying to turn everyday people into influencers to help win over consumers. According to an eMarketer report just out this week, titled Influencer Monetization 2021, 68 percent of U.S. companies plan…
Reef, a shoe company, is betting big on influencers in 2021 after it made a new creator program to develop and direct its branded content. Dubbed the Advocates of Capture program, it could be likened to an in-house creative agency, in which about a dozen creators and influencers are tasked with regularly creating content to…
The disease that marketers are trying to cure is the collapse in consumer trust. Trust is the bedrock of consumer relationships with brands. Yet, only 54% of American consumers say they trust businesses in general, according to the 2021 Edelman Trust Barometer. Trust in the media is in open freefall. As for trust in ads,…
In another major update, advertisers will now have the power to sign off on, and post, influencer sponsored content themselves. That update is a new workflow for influencer branded content ads that appear in the platform’s main feed. The move alleviates a common pain point for advertisers, giving them more flexibility and fewer constraints with…
Instagram last week agreed to make a series of changes to encourage influencers to clearly label when they have been paid or incentivized by advertisers to publish a post, following an investigation from the U.K.’s Competition and Markets Authority. Experts said they look favorably on the changes — which are rolling out not just in…
Travelers is building its use of influencers — comic book artists, musicians, lifestyle influencers and more — to reach new audiences. And over the last 12 months or so, it has started to use an organic and paid influencer strategy to get the attention of younger audiences. Doing so allows the insurance giant to reach…
The 2020 presidential election may not be the breakout year for paid influencer marketing campaigns from presidential candidates after all. Early on in the election cycle, Democratic hopefuls were using a paid influencer marketing strategy to gain traction. For example, the Michael Bloomberg campaign paid influencer meme accounts like @KaleSalad and @Tank.Sinatra as part of…