Being able to link influencer marketing to revenue and sales is ‘the golden ticket’, as Christina Westley, Head of Influencer Marketing at PepsiCo Content Studio puts it. Having the ability to measure against all meaningful objectives is critical to ensuring longevity for this sector of marketing. While some of the experts interviewed for Econsultancy’s Influencer…
Identifying influencers to work with has traditionally been a manual, time-consuming task. However, as the industry has expanded, there have been developments in technologies and platforms to assist brands with their research. Christina Westley, Head of Influencer Marketing at PepsiCo Content Studio, describes the balancing act between qualitative and quantitative research in an interview with…
Content marketing now plays a vital role in any brand’s marketing strategy. Social media and the emergence of creator-driven channels like TikTok have fuelled consumer appetites for content that informs and entertains, adding to the complexity of creating a compelling content strategy. This webinar draws on Econsultancy’s upcoming Content Marketing Best Practice Guide and Influencer…
With more adspend on digital, greater regulation, social and live commerce, and deeper levels of consumer engagement – 2022 could be the year the influencer industry grows up. New, creator-driven mediums like TikTok are enabling influencers to take control of their own content (and careers), driven by invested audiences that, of course, want to follow…
Social media platforms are becoming increasingly shoppable, with Instagram and TikTok leading the way with their in-app shopping capabilities. Even Twitter recently debuted its own commerce feature, with Walmart being the first retail brand to use ‘Live Shopping’ on the platform. As social commerce grows, so does the opportunity for influencers (or creators, as many…
Marketers upped their spend on influencer marketing in 2020, as brands strived to connect with consumers in a more authentic way. According to a Takumi study, undertaken in October 2020, 73% of marketers surveyed said they had allocated more resources to the strategy in the past year, with 60% agreeing that influencer marketing provides better…
Jesse Ketonen is the Director of Growth & Operations at content and influencer marketing agency Boksi. We recently caught up with Jesse to hear more about his role, his approach to maintaining a work/life balance, and how Boksi managed to increase sales threefold during 2020. Please describe your job: What do you do? I’m in…
The start of the Covid-19 pandemic resulted in a downturn for influencer marketing, as brands and agencies suspended campaigns and sponsorship deals. Continued economic uncertainty is likely to bring new challenges, but the industry has adapted well as the year has progressed, and many brands are now upping spend in the category as a result.…
The influencer marketing industry is estimated by Business Insider research to be worth up to $15 billion by 2022. Its continued growth might have come as a surprise to some. After all, the industry has been subject to criticism and scepticism over the past few years, with influencers coming under fire for failing to disclose…
Brands and businesses must constantly recalibrate how they work with influencers as social platforms change. This briefing covers the latest trends in influencer marketing, including Covid-19, ad spend, trust and TikTok. It is an edited version of the influencer section in Econsultancy’s new Social Media Platforms Trends report Source link