The Week in Social #333

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.

2019 predictions

You’ve probably had enough of predictions by now so here are Ten 2019 Digital Marketing Predictions You Should Probably Ignore from Chad Pollitt for Social Media Today.

But just in case you haven’t had enough, here are 5 Social Media Trends to Watch in 2019 from Rachel Strella also for SMT. 

On influencers

There were some fantastic, thoughtful pieces about influencers and the state of influencer marketing this week.

First, The Influencer Who Didn’t Influence: Luka Sabbat and the Fame Economy of 2018 by  Alyssa Bereznak for The Ringer. The influencer industry is maturing (and hitting some consequent growing pains):

“‘It is very much a sign that influencer marketing is growing up, and they’re really holding people accountable to the contracts they sign,’ said Mae Karwowski, the CEO and founder of the influencer marketing firm Obviously. ‘A few years ago, you could give an influencer $5,000 and a really nice handbag, and maybe they wouldn’t post about it, and there wasn’t much that anyone was doing. Now they’re like, ‘Hey, actually, that’s a lot of money. We would have spent that money elsewhere. This is a marketing buy. This is a signed contract. We need to pursue action.’”

And because being an influencer carries social currency, Rising Instagram Stars Are Posting Fake Sponsored Content, Taylor Lorenz reports for The Atlantic.

“But transitioning from an average Instagram or YouTube user to a professional “influencer”—that is, someone who leverages a social-media following to influence others and make money—is not easy. After archiving old photos, redefining your aesthetic, and growing your follower base to at least the quadruple digits, you’ll want to approach brands. But the hardest deal to land is your first, several influencers say; companies want to see your promotional abilities and past campaign work. So many have adopted a new strategy: Fake it until you make it.”

Platform updates

Every week we keep an eye on the latest platform updates and share the ones we think are the most relevant here.

This week:

Thank you, as always, for reading and we’ll see you back here after the holidays!


Image source: The Found Animals Foundation