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- All Of The Successes Of EBay’s Sneaker Showdown Campaign On TikTok
- Coca-Cola's Competitive Content Creation Strategy
- How Coachella Became the Influencer's Met Gala
- WPP Double Deal Shows Influencer Agencies Are Top Network
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Perform beyond the norm
#paid’s measurement suite allows you receive exclusive insights into all of your influencer marketing campaigns so you can optimize performance in real time—aka crank up what’s selling and axe what’s not. With custom, exclusive research methods that highlight how each campaign impacts sales, traffic, and brand perception, past #paid users like IKEA, General Mills, and Samsung leveraged this actionable data to elevate every influencer campaign for the better.
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Great Reads
What Makes Content Creators Tick: Insights On The Creator Economy From Deloitte
Deloitte's recent report on the Creator economy in 3D provides insights into the most important factors for content creators when it comes to brand partnerships, as well as the top challenges they face. The report surveyed 400 creators in the US across a range of niches and industries. The results showed that relevance to their audience was the top priority for creators when considering brand partnerships, with nearly 70% ranking it higher than the brand's overall popularity.
Other key findings include the difficulties creators face in securing and maintaining brand sponsorships, negotiating contracts, and receiving timely payments. Deloitte's report also found that smaller creators are less satisfied with their primary platforms than creators with larger audiences. To improve relationships with content creators, brands and platforms should focus on being relevant to the creators' audience, clearly outlining expectations at the start of projects, and providing better business support and opportunities to profit.
All The Details About Tiktok’s New Sounds For Business Feature
TikTok has announced its new Sounds for Business feature, which is designed to help small businesses boost their presence on the platform and aid them in breaking into highly competitive and dynamic markets. This feature opened a separate music library solely for businesses to use in both organic and paid content. The library contains a plethora of already licensed songs, allowing businesses to use a wealth of sounds that have been approved by the platform itself.
The feature can be found in the Commercial Music Library, a subsidiary of the TikTok Business Center, which is home to over 500,000 sounds, all ranging from chart-topping hits to simple voice-over audios. It also contains music with and without lyrics, helping businesses to craft an engaging soundtrack for their next campaign. This portfolio of songs is mostly geared towards corporate accounts and government organizations, giving them the chance to implement clean and appropriate backing music into their videos.
In addition, the platform has released statistics that exemplify the prosperity of this feature. TikTok explains that 68% of users believe that a brand is much more memorable if it uses a popular song in its videos. A further 44% of users also noted that they immediately went out to buy a product after seeing it advertised on TikTok. The Sounds for Business feature is a fantastic asset for influencers and brands as it enables them to use free backing music in their paid content
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Campaign Insights
All Of The Successes Of EBay’s Sneaker Showdown Campaign On TikTok
eBay's Sneaker Showdown campaign on TikTok has been a massive success, utilizing popular features of the platform to engage audiences and create a community around the youth-focused brand. The campaign featured a unique March Madness-style voting format, in which users could vote for their favorite pair of sneakers through in-feed promotions and Voting Stickers. The use of Spark Ads also helped increase audience interaction and engagement.
Influencers played a crucial role in the campaign's success, with notable figures like Harrison Nevel and Briana Green promoting the brand and showcasing its unique authentication feature. The campaign also saw exceptional levels of engagement, with 1.2 million poll views and a 54% increase in comment rates. eBay's success on TikTok highlights the growing trend of brands leveraging influencer marketing campaigns to reach a wider audience and promote their products.
Why legacy brand Lilly Pulitzer is tripling its influencer marketing budget
Lilly Pulitzer, the legacy clothing brand popular in the 1960s and 1980s, is tripling its influencer marketing budget to diversify its media mix and attract more shoppers. The clothing brand has launched its most ambitious influencer marketing effort to date, partnering with major TikTok influencers like Natalie Marshall and Taryn Dudley to boost its brand relevance and change perception quickly.
The move is part of Lilly Pulitzer's push for brand rejuvenation and to become less reliant on performance marketing tactics. The clothing business spent $10.5m on media last year, including paid social data, up from the $7m spent in 2020. The percentage of brands investing in influencer marketing jumped from 62% at the beginning of 2022 to 73% in the first quarter of 2023. Young people are influenced more by TikTok than word of mouth, according to new data from Business Insider.
Coca-Cola's Competitive Content Creation Strategy
Coca-Cola has been recognized for its successful creator-driven marketing strategy, according to a recent report by CreativeIQ, an influencer marketing software platform. The report analyzed data from Coca-Cola, Pepsi, Nestle, and Red Bull, measuring their performance against each other from September 2022 to February 2023. Coca-Cola received 67 million engagements and reached 10.9 billion people during the period, while the total number of impressions was 1.7 billion and the company received 17,500 mentions across social media platforms.
CreativeIQ also highlighted the top three creators and partnerships by impression, with Cam Casey, Grace Sharer, and Nicholai Perret coming out on top. The report found that Coca-Cola’s closest competitor, Pepsi, had a total reach that was 48% less than Coca-Cola’s. The data reinforces the importance of shifting away from traditional corporate marketing strategies and towards creator-led marketing strategies.
New Details Emerge Over ‘Mistake’ That Led To Bud Light’s Paid Marketing Engagement With Trans Influencer
Anheuser Busch is allegedly pausing its marketing efforts and implementing a more "robust" process for evaluating future influencer partnerships, following the recent controversy over a transgender influencer's paid marketing engagement with Bud Light. Sources close to the situation claim that no one at the senior level of the company was aware of the partnership with Dylan Mulvaney, a biological male who claims he is a woman. A lower-level marketing staffer who helps manage hundreds of influencer engagements reportedly made the decision to include Mulvaney in the campaign.
The move appears to have cost the company $5 billion in market value and sparked intense backlash, with a Missouri Budweiser distributor canceling an event with the company's famous Clydesdale horses due to sensitivities. The company's vice president of marketing recently touted her mandate to make the brand more ""inclusive,"" but employees reportedly donate significantly more money to Republican and conservative organizations than they do to Democratic or leftist organizations.
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Interesting People
Nora Dunn: How A Full-Time Traveler Built Her Personal Brand And Grew Her Social Media Following
Nora Dunn, also known as The Professional Hobo, has built a successful personal brand and grown her social media following through her experience as a full-time traveler. Dunn has been traveling since 2006 and has lived in and traveled through over 75 countries while working remotely. She specializes in slow travel and combines her expertise as a former certified financial planner with her lifestyle traveling experience to teach people how to travel long-term in a financially sustainable way.
Dunn also gives people the confidence to travel long-term by helping them set everything up in the best possible way, from finances to career to logistics and beyond. Her journey in building her personal brand started with her blog, which eventually developed into an industry and a monetizable entity. Dunn's mission now is to help other people design their lifestyle and arrange their affairs so they can travel long-term while working remotely.
How online influencers are changing the boxing world
Online influencers are making waves in the boxing world, with YouTubers like Jake Paul and TikTok stars like Austin McBroom stepping into the ring and drawing in massive crowds. In an interview with NPR's Andrew Limbong, writer Will Coldwell discussed the impact of these influencers on the sport. While traditional boxing fans initially had a negative reaction to their involvement, Coldwell noted that some influencers, particularly Paul, have gained a level of respect from the boxing community.
The trend isn't limited to men, either, with women influencers also taking part in fights. Coldwell also discussed the financial aspect of influencer boxing, with events packing arenas and drawing in a new wave of fans, who may also become interested in traditional boxing. While celebrity boxing isn't new, Coldwell noted that the current wave of influencers are taking a more aspirational approach to the sport, with fans following their journeys and development as boxers.
Fashion blogger Lisa McGowan paid close to €1m by her firm last year
"Fashion blogger and social media influencer Lisa McGowan received a payout of almost €940,000 from her company, Lisa’s Lust List Ltd, in 2022, according to new accounts. McGowan, who won the best-dressed woman award at the Galway Races in 2016, set up the site the following year, which specializes in promoting products, mainly produced by Irish-based SMEs.
The payout was a significant increase on the previous year, when McGowan received no director’s pay. The pay contributed to a modest loss of €22,246 for the company in 2022, although it had accumulated profits of €1.22m at the end of December. The firm employed two people last year, including McGowan, and paid out a total of €986,067 in salaries. McGowan’s success has seen her shortlisted for the Image PwC Entrepreneur of the Year 2023."
James Charles to launch own make-up range Painted this summer
James Charles, a popular beauty influencer and former Morphe collaborator, has announced the launch of his own makeup brand called Painted, which will debut this summer. In a teaser trailer released on social media, Charles revealed that the brand has been four years in the making. The trailer shows Charles mixing and applying brightly coloured makeup on a model's face in a painter's studio. The brand's product offerings have not yet been revealed.
Charles rose to fame in 2016 as a YouTube star sharing makeup tutorials and currently has 23.8 million YouTube subscribers and 22 million Instagram followers. He has previously collaborated with Morphe on exclusive eyeshadow palettes. However, Charles has also faced controversy in the past, including allegations of inappropriate behaviour and grooming, which he has publicly apologized for. The launch of Painted is a significant step for Charles, who will be competing with established makeup brands in the market.
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Industry News
Everything You Need To Know About Lemon8
Lemon8 is the latest social media app that is making waves among content creators and audiences alike. Owned by ByteDance, the same holding company that owns TikTok, Lemon8 is a photo and video-sharing platform that features aesthetically pleasing content under different topic sections, such as beauty, wellness, food, fashion, and travel. The app is becoming popular in Western markets after achieving huge success in countries like Thailand, Japan, and Singapore. Despite being similar to Instagram, Lemon8's content feels more authentic and less contrived.
The platform's setup is ideal for brands to collaborate with creators for promoting their products through lifestyle posts that are visually pleasing. With plans to launch in May this year, Lemon8 is already seeing mass adoption, especially among younger users. Influencers are repurposing their TikTok content and sharing it on Lemon8. Although it is unclear whether ByteDance is artificially inflating the app's growth, there's no harm in exploring Lemon8's features to stay ahead of the social curve.
Montana close to becoming 1st state to completely ban TikTok
Montana is on the verge of becoming the first US state to ban TikTok, following the endorsement of a bill by the state's GOP-controlled legislature. If passed, the bill will prevent downloads of the app and fine app stores or TikTok $10,000 per day for each time someone is offered the ability to access the social media platform or download the app.
The ban is due to take effect in January 2024, unless Congress passes a ban or if TikTok severs its Chinese connections. Opponents of the bill have argued that the state is not looking to ban other social media apps that collect similar types of data from their users, and that the proposed legislation amounts to government overreach. TikTok has encouraged users in the state to speak out against the bill and has hired lobbyists to do so as well.
How Coachella Became the Influencer's Met Gala
Coachella has become an event where social media creators showcase their meticulously curated outfits. In recent years, the festival has transformed into a multi-tiered, brand-backed fashion extravaganza. However, when Coachella first entered the scene in 1999, it was not the heavily-sponsored style showcase it is today, and attendees largely rolled up in band tees and casual summer wares.
The festival's fashion began to take shape in the early 2000s, with the bohemian look made popular by celebrities like Johnny Depp and Nicole Richie. As the decade progressed, the festival became an opportunity for fashion brands to connect with younger, style-conscious audiences. Social media platforms like Instagram allowed fashion influencers to showcase their individual style and promote brands. Influencers pushed boundaries with ultra-creative fashion choices, collaborating with brands to create custom looks, and hiring stylists for the weekend. In recent years, Coachella has become an influencer's Met Gala, where attendees debut their bold looks and share aspirational #ads.
What You Need To Know About IZEA’s 2023 Trust In Influencer Marketing Report
IZEA, an influencer marketing technology provider, has released its 2023 Trust in Influencer Marketing Report, which explores how consumers feel about influencer marketing and how these sentiments differ across varying demographics. The report found that influencer posts are the most effective way to encourage people to try new products for respondents under 60, making this a critical way to connect with consumers aged 18 to 59. The report also concluded that influencer marketing is a powerful tool for introducing consumers of all ages to new products, especially Gen Z.
According to the survey, TikTok is continuing to grow as a favorite, especially among female audiences. However, YouTube, Instagram, and Facebook are still the top platforms for reaching many demographics. Consumers continue to strongly trust social media influencers over A-list celebrities. The report also found that the 45 to 60 age range saw the most significant increase in respondents saying they had purchased a product after seeing an influencer using it, with an increase of 38.5% from 2021 to 2022.
A Deep Dive Into The Importance Of Social Influence: Report By Emplifi
Emplifi, a customer experience software firm, has released a report highlighting the importance of social influence in consumer purchasing decisions. The report shows that customer reviews and ratings are now more influential than traditional advertising, and authenticity in brand messaging and customer service interactions also play a crucial role in creating an authentic eCommerce shopping experience. Emplifi surveyed over 2,000 consumers from the United States and the United Kingdom and found that customers seek out user-generated content and real-life experiences with a product to visualize its potential impact.
In terms of influencer marketing, product review videos and demonstrations are more effective than traditional ads, and influencers who answer questions about a brand’s product or service are even more authentic than customer service representatives. Emplifi also found that Generation X has the highest expectations of customer service, while Gen Z relies heavily on social media and influencers for product information. Brands who leverage authenticity in their messaging and customer interactions are likely to benefit from higher sales conversions and customer satisfaction ratings. The full report can be found on Emplifi’s website.
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Great Paywalled Content
Influencers Are Hot Property For Agencies – Here’s What They Want From Brands - The Drum
Beauty influencer Jenn Im is discussing the harmful effects of social media on her online platforms, creating a new form of “meta-content”. In a recent interview, Im spoke about the negative effects social media can have on mental health and well-being, despite making a living from aspirational advertising. Im recommends Neil Postman’s “Amusing Ourselves to Death” as part of her critique of social media, which highlights the potential dangers of constant entertainment.
The concept of meta-content refers to influencers and content creators discussing the foundations of their content within the content itself, allowing audiences to see through the facade and recognise the reality of social media. Im acknowledges the role she plays in perpetuating the social media cycle, but aims to affect positive change within her sphere of influence. While audiences are more accepting of the performative nature of social media, meta-content reminds viewers of the limitations and compromises of the digital world.
Influencer Loren Gray Said 'a Lot' of Creators Fake Going to Coachella - Insider
Social media influencer Loren Gray has revealed that many influencers fake attending Coachella, the annual music and arts festival in California that attracts a huge number of social media influencers, celebrities and brands. Gray, who has over 54 million followers, claimed that many influencers stay in an Airbnb in the desert, get their hair and makeup done, and take Instagram photos without actually attending the festival, which takes place over two weekends. Her TikTok video, in which she divulges the secret, has received over 3.6 million views.
While some influencers attend Coachella on their own expense, others receive all-expenses-paid trips from brands. Gray's revelation highlights the importance of the festival to social media influencers and brands, as it offers commercial opportunities and social currency. However, this year's festival has been criticized for being unglamorous and disappointing, with attendees sharing behind-the-scenes footage of long lines for showers and expensive food. Gray's candid video is one of many that depict the less glamorous aspects of the festival.
TikTok, Biden-connected firm split after influencer fly-in campaign - The Washington Post
TikTok has cut ties with political consulting firm SKDK, which has strong links to the Biden administration, following a campaign in which the social media platform brought digital influencers to Capitol Hill. SKDK had been enlisted to assist with the campaign ahead of a congressional hearing at which TikTok CEO Shou Zi Chew was grilled by lawmakers over the platform’s alleged security risks.
Federal officials have accused the ByteDance-owned company of posing a national security threat by potentially exposing US user data to the Chinese government. Ahead of the hearing, TikTok enlisted digital creators to push back against a ban in Congress. TikTok spokesperson Alex Haurek confirmed that the company paid for creators’ travel and lodging expenses for their trips, but that SKDK was no longer working with the company.
WPP Double Deal Shows Influencer Agencies Are Top Network - The Drum
Marketing conglomerate WPP has made two major acquisitions in the influencer marketing space, signaling the growing importance of these agencies as a top M&A target. The first acquisition was of US-based agency Whalar, which specializes in connecting brands with social media influencers. The second acquisition was of London-based firm Takumi, which offers a similar service.
WPP’s double deal highlights the increasing significance of influencer marketing, which has become a key part of many brands’ marketing strategies. In recent years, the influencer marketing industry has experienced significant growth, with brands recognizing the value of partnering with social media personalities to reach younger audiences.
The acquisition of Whalar and Takumi will bolster WPP’s existing capabilities in the influencer marketing space, which includes its digital agency VMLY&R Commerce. By acquiring these two firms, WPP is positioning itself as a leading player in the influencer marketing industry and is well-positioned to capitalize on this growing market trend.
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