An Ignoble Experiment: 73% of marketers increasing influencer investment

73% of marketers increasing influencer investment | Boost awareness with giveaways on Instagram | How brands can redefine the sports fan experience

Created for ignoble.experiment@arconati.us | Web Version

October 1, 2020

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The Big Story

73% of marketers increasing influencer investment

(Pixabay)

Some 73% of brands surveyed in the US, UK and Germany have increased their influencer marketing investment during the pandemic and 60% say return on investment for the tactic is better than traditional advertising, according to a Takumi study. The top platforms being considered for influencer marketing are, respectively, YouTube, Instagram and TikTok, and the report also reveals brands are integrating influencers into traditional marketing such as out-of-home, print, and TV and radio advertising.

Full Story: The Drum (free registration) (10/1), Marketing Dive (10/1)

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Connecting & Collaborating

Boost awareness with giveaways on Instagram

Boost brand awareness on Instagram via giveaway campaigns with prizes that appeal to your niche audience and by enlisting the help of microinfluencers to generate a buzz, Austin Iuliano writes. Retarget contest entrants, expand reach with Lookalike Audiences and avoid using follower loops, Iuliano advises.

Full Story: Social Media Today (9/30)

How brands can redefine the sports fan experience

Brands have a unique opportunity to enhance the sports fan experience during the pandemic, either through interactive immersive technology or by connecting emotionally with fan communities, MediaMonks' Nora Henriksson writes. "A confluence between witnessing a game at home and feeling the energy of a game play out right in front of you is the next frontier for sports," Henriksson writes.

Full Story: Muse by Clio (9/30)

Latinx influencers, beauty brands work toward inclusivity

Beauty brands such as Too Faced, Ulta Beauty and Fenty Skin are working with Latinx influencers for inclusivity in casting and campaigns. Babba Rivera, a marketing agency founder, says Latinas are swayed by word-of-mouth and social media and "this demographic doesn't see themselves represented everywhere. In the few instances that they do, they tend to really pay attention and to trust."

Full Story: Glossy (tiered subscription model) (9/29)

	Your audience is watching. Every day, millions of 18-34 year olds gather on Facebook Watch to discover, watch and share the videos they love. Reach them wherever they are, whenever they watch, with a brand safe publisher video buy.

Marketer Moments

Crate & Barrel taps Pinterest for "Crate&kids"

Crate & Barrel made its "Crate&kids" catalog exclusively digital for the first time and launched it on Pinterest. Users can browse items, curate images on digital boards, post questions and "shop the look," and Pinterest reports a five-times spike in "homeschool room ideas" searches from June to July and a 162% surge for "kids office."

Full Story: Mobile Marketer (9/30)

How to pursue growth amid dwindling attention
Forrester Consulting surveyed 454 partnership practitioners in key verticals to get specific data on what makes for high-performance referral partnerships. In the study, you'll see numerous data-driven recommendations that tell you what sort of activities you should ramp up and which to wind down at each step of the partnership life cycle. Get the research

Influencer Marketing in 2020

Sponsored content from Carusele

A Comprehensive Guide to Setting Your Influencer Marketing Strategy

Traditionally, most influencer strategies are designed to generate awareness. However, with the power of digital technologies, we're now able to design programs that reach audiences at all stages of the marketing funnel. Use this comprehensive guide to discover different metrics and optimization tactics to leverage that align with your goals.

In-store vs Online: Considerations for Influencer Marketing in 2020 and Beyond

With recent changes in consumer purchase behavior, should brands pursue in-store influencer marketing programs or focus on online shopping experiences? Here's an overview of the current consumer landscape and how your brand can optimize your influencer programs to drive sales.

Platform News

YouTube challenge shows power of sequential storytelling

Goodby Silverstein & Partners' third "Life Below Water" video (YouTube Advertisers/YouTube)

Eight teams participated in a challenge by YouTube, the UN and Tribeca Enterprises to use sequential campaigns to support Global Goals for Sustainable Development, which collectively boosted year-over-year traffic to GlobalGoals.org by 120%, generated 275 million impressions and 330,000 clicks. Goodby Silverstein & Partners' "Life Below Water" campaign garnered the highest lift with more than 3.9 million unique viewers.

Full Story: MediaPost Communications (9/30)

New Facebook CMO to focus on segmentation, measurement
Variety online (9/29)

Facebook begins offering Instagram, Messenger cross-platform messaging
The Verge (9/30)

	Hear from forward-thinking innovators On this new interview-style podcast, Talking Too Loud, Chris Savage, Wistia's CEO, takes you inside the minds of entrepreneurs and gets candid (and loud) about all the challenging aspects of building a brand today. Listen now!

Measurement Matters

Study: The state of B2B content marketing

Some 83% of business-to-business marketers strongly or somewhat agree their company made quick changes to content marketing amid the pandemic, and the top changes implemented were to messaging, editorial calendars and distribution, according to the Content Management Institute's 2021 B2B Content Marketing report. Additionally, 80% either strongly or somewhat agree the changes made were effective and the study also reveals B2B top performers use content to nurture audiences, generate sales and build subscribers.

Full Story: Content Marketing Institute (9/30)

	Capitalizing on Content: How Marketing Teams Get The Most Mileage Out Of Their Content Investments Register for the on-demand webinar and you'll get practical tips for how you can get more ROI, maximize engagement, and grow your audience by optimizing your content workflow. Watch it here!

Social Shareable

Grandfather's baseball note tugs Twitter's heartstrings

A tweet from Ethan Anderson that shows a picture of a note his grandfather left with a bucket of free baseballs at batting cages where he used to take his son and grandson has attracted more than 217,000 likes and 31000 retweets and quotes. "If you are a father cherish these times. You won't believe how quickly they are gone," the note reads.

Full Story: ESPN (9/30)

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We've known for a long-time that being platform-agnostic equals success with influencer marketing, and it appears marketers are starting to realize this too.

Mary Keane-Dawson, group CEO at Takumi, as quoted by The Drum