influencer marketing

Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.

Researchers at Insider Intelligence estimate social commerce will become a $100 billion market by 2025, up from $67 billion this year. The question is how to win in this fast-moving landscape.

Based on the growing flurry of lawsuits against creators, it’s clear that many of them are dangerously unaware of the legal risks involved in influencer marketing.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Point Of No Return Amazon set the bar with its liberal refund policy – it’s quick to credit consumers for missing or unsatisfactory items – and one- or two-day shipping. Matching Amazon’s standards is a brutally expensive challenge for retailers, who must […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The AdExchanger team is celebrating our independence with a long weekend off! The daily news roundup will return on Wednesday, July 5. Maxxed Mike Ryan, head of ecommerce insights at Smarter Ecommerce, posted a Twitter thread about the relative performance of Performance Max, […]

The 70th annual Cannes Lions moved faster than ever to match the speed of the convergence of convergences happening in the industry. Here are five themes that stood out from the event.

The pandemic aftermath spurred major changes to Evite’s business model, including a pivot away from display ads in favor of affiliate and influencer marketing.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rise (And Fall) Of The Machines CNET made waves in January when it started publishing articles that were completely generated by AI.  But the publisher is already rethinking how it’s using AI to write content after some early missteps, The Verge reports. Half […]

BuzzFeed is sticking to its conviction that journalism is old news and influencer-led video and generative AI are the future.

Health care organizations need to embrace fluidity and experimentation if they want to market to the diverse US population they rely on to survive.

This cough and cold season, Ricola ran shoppable influencer marketing campaigns across Instagram, TikTok and Snapchat to better attract and reach younger generations of customers.

Consumer expectations have changed, as have the best strategies for reaching them. Across social, search and display, many old tactics no longer fit the bill, writes Steve Wendling, VP of media at MMI.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Let The Search Begin The long-dormant search category is rousing. Microsoft recently invested $10 billion in OpenAI, maker of machine learning content creation software DALL-E (for images) and ChatGPT (for text responses), with plans to test ChatGPT’s returns for Bing searches. Meanwhile, Amazon […]

In 2023, we’ll see a Great Meta-reversal, a shift toward rich content and experiences that build enduring, engaged communities. Rather than building a separate experience for each mode of interaction, brands now have the tools to integrate the consumer relationship across many digital touch points, writes Mitch Ratcliffe, partner at Metaforce.

When online grocery subscription service Misfits Market was founded in 2018, it took a page right out of the DTC advertiser’s playbook, says Holly Eagleson, VP of marketing. But since the release of Apple’s ATT, Misfits has been embracing new channels.

While brands want to be active in video games, on influencer-driven streaming video platforms like Twitch and in metaverse-like online games like Roblox, it can be hard for marketers to measure ROI in these spaces. However, for Invisalign, like with other early-adopter brands, the opportunity in new gaming and metaverse channels has more to do with driving awareness than increasing incremental sales.

It makes sense that brands in sexy verticals like fashion and hair care turn to social media influencers. But banking brands hire influencers, too. Kasasa, a fintech company that launched in 2003 to help local credit unions and community banks open more user accounts, ran a recent video campaign with a twist on the “shop local” trend featuring YouTube creator Trey Kennedy.

Video games can support intrinsic or native in-game ads, as well as ads that are delivered alongside gameplay but exist outside the game itself, like pause-menu display ads and rewarded video. Marketers can also sponsor and advertise on channels related to gaming, such as at esports events and across online streaming platforms, particularly Twitch and YouTube. And we can’t forget about the metaverse.

Brands and their agencies have been declaring their DEI pledges from the rooftops. But how much of that money is actually going to BIPOC (Black, indigenous, people of color) influencers and creators?

Vungle reached into its bag of Blackstone cash on Tuesday and announced its intent to acquire programmatic influencer marketing platform JetFuel – its fourth acquisition in less than a year. Jeremy Bondy, Vungle’s CEO, declined to share a purchase price, but did say that it’s the largest deal the company has done so far. Vungle, which […]

You & Mr Jones said Thursday it has acquired influencer marketing agency Collectively in a quest to create one of the top five global, scaled influencer marketing companies. You & Mr Jones snapped up San Francisco-based Collectively for an undisclosed amount. Collectively will be combined with theAmplify, the 25-person, LA-based influencer marketing firm You & […]

Influencer marketing is maturing on YouTube. On Tuesday, YouTube rebranded FameBit, the influencer marketing and branded content platform it acquired in 2016, as YouTube BrandConnect. YouTube hopes to make BrandConnect into a full-funnel offering, from making it easier for brands and creators to collaborate through to campaign creation, management and measurement. Influencer marketing has been […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Gone In A Snap NBCUniversal quietly sold its $500 million stake in Snapchat stock late last year to rebalance its portfolio toward streaming media. The broadcaster invested in Snapchat during its IPO three years ago to expand the network’s digital presence. Since then, NBCU […]

Most of the information brands have about influencers is flawed. “There’s no validating evidence from the platforms,” said Casey DePalma McCartney, head of PR, influencer marketing and digital engagement at Unilever, at an ANA conference in New York on Thursday. “The biggest issue is validation of the data.” Since Unilever sparked an industry conversation about […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Automating Influence Influencer marketing is going programmatic. As marketers work with more micro-influencers, social accounts with smaller followings but specific interests, they need technology to scale. Scores of influencer platforms that promise to do just that have popped up in recent years, as marketers […]

If Instagram permanently removes public likes – a test that went global Thursday – it will greatly impact the influencer marketing industry by forcing influencers to embrace more sophisticated marketing metrics. Marketers will push even harder to evaluate influencers based on clicks, view-through rates and swipe-up engagements with stories, said Daniel Schotland, chief operating officer […]

The podcast industry is ripe for influencer marketing. That’s the view of Agnes Kozera and David Kierzkowski, co-founders of self-serve influencer marketing platform FameBit, which Google acquired in 2016. The pair has since left Google and is developing an analogous platform for the podcast industry, which has plenty in common with the video influencer market, […]

Brands are hesitant to go all-in on influencer marketing, which much like the early days of programmatic, is rife with black-box business models. Pricing and compensation vary significantly across influencers, and a lack of benchmarks and measurement make it difficult for brands to know if they’re getting a fair rate. Confusion around the value of […]

Nathan Poekert has reason to be cynical about the influencer industry. As global director of communications and marketing at BMW Group he’s seen influencers Photoshop their metrics or completely whiff on their contractual obligations. He’s stumbled across engagement pod communities where influencers pool support for each other in a quid pro quo effort to game […]

Contrary to popular belief, video did not kill the radio star. It made them a YouTube influencer. Advertisers use influencer marketing to reach consumers at a time of increased ad aversion. But the sheer volume of influencers and content on YouTube alone can be overwhelming for advertisers searching for the best fit for their brand. […]