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.
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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.
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.
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."
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."
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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.
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.
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.
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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.
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.
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
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