We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you as The Week in Social.
Read anything good that we missed? Share it with us on Twitter or give us your thoughts at @UnionMetrics.
All about influencer marketing
There were a ton of great pieces about influencer marketing this week. For those not willing to let go of traditional advertising Richard Wong’s piece for Adweek- TV May Affect the Brain, But Influencer Marketing Affects the Heart- has an important takeaway:
“Influencer marketing and TV work in complementary ways
Many marketers view these two investments as an “either/or,” essentially creating a divide between the two channels. In the end, the research revealed the various impacts of marketing and how they actually work best simultaneously.
When consumers see a TV ad, they see the brand logo, product shot, key claims and tagline. Catchy jingles can get stuck in people’s minds. All of this works well to get people to notice and remember a brand, but this is only the first step within the path to purchase.
Influencer marketing takes this a step further by integrating products into the creators’ lives that consumers seek inspiration from and relate to. In short, creators make products highly relatable and desirable. These attributes have been shown to increase consideration and purchase intent—the next stage of the path to purchase.”
If it’s stats you’re looking for, eMarketer has that covered with For Influencers, Instagram Is the Clear-Cut Favorite.
It also has an important caveat:
“But influencers—and the brands that work with them—need to maintain transparency and remain on the right side of regulations. Zine’s survey found that only about half of influencers used the #sponsored or #ad hashtags recommended by the Federal Trade Commission (FTC) to identify posts as sponsored content.”
Lauren Teague’s piece for Convince & Convert highlights This Is How Fast Influencer Marketing Is Changing— namely, the amount of work that goes into creating content that influencers have to put in to become and stay influential. Brands need to keep this in mind when putting together campaigns and partnerships with influencers.
“It’s no longer enough to have a large following—marketers must be certain that influencers align with brand values. This year, we will likely see brands becoming more selective, focusing on building a strong long-term relationship with the right influencer rather than creating quick campaigns or one-offs with multiple influencers.”
And finally, Christopher Penn of SHIFT Communications brings up what some of the Instagram Graph API changes are going to mean for influencer marketing in The end of the Instagram influencer (as we know it); basically, influencers who have gained their following through spamming bot comments and similar strategies aren’t going to be able to use that strategy after July 31st of this year. Influencers who have build up truly authentic followings have nothing to worry about.
If you haven’t thought about Live video in this context, it’s an important one: Introducing the ‘content conversation’: The new twist in content marketing using live video from Brent Hieggelke for Marketing Land.
And if you’re still worried about the latest Facebook News Feed changes, here’s Why top social media experts say Facebook’s News Feed change is no big deal from Mark Traphagen, also for Marketing Land.
Every week we round up the most relevant platform updates for our readers.
- Instagram Graph API updates from Instagram’s business blog
- Twitter now lets advertisers sponsor publishers’ Moments [Sarah Perez for TechCrunch]
- Instagram triples length of Story ads with carousel format [Tim Peterson for Marketing Land]
- Instagram’s new ‘type mode’ lets you add text-only pages to your stories [Ashley Carman for The Verge]
Thanks for reading and we’ll see you again next week!
Image source: The Found Animals Foundation.