Weekly influencer marketing reads

Here are some must-read influencer marketing reads that have been published in the past week.

📰 Influencer Marketing Headlines

Colleges Are Hiring Their Own Students as Covid-19 Safety Influencers

“Around the country, colleges have enlisted students to help share coronavirus safety messaging on official school channels. The University of Missouri has gone a step further. Over the summer, it hired six of its own students, including Ms. Marquino and Mr. Poorman, to serve as social media influencers, sharing content written by the university about coronavirus on their personal accounts. “

How TikTok's uncertain future and COVID-19 are transforming influencer marketing

"We're in a moment when you cannot be silent on the point of view you have on the world," Silverstein said. "It's really important to convey your values as a brand and to back those up with action."

Values-based partnerships will only gain importance as influencers become more deeply integrated into campaigns — especially as election season and the holidays approach, Silverstein predicts.

A Rise in Mobile Gaming Is Changing Influencer Marketing

“Mobile has really opened up the landscape for creators and influencers to connect,” said Chris Hewish, president of Xsolla. “We’re allowing people to get those direct relationships with influencers, which obviously is much more immediate when you’re on mobile because you can do that from anywhere.”

When Marketing, Don’t Forget the Influencers

“Influencer marketing is not like purchasing advertising. A brand cannot hire an influencer or pay them to promote its products. The brand must invest in developing a relationship with that influencer, with the hope that the influencer will choose to promote a brand’s product or service for the benefit of his or her audience. Some influencers are paid, while others are not.”

Triller Launches Crosshype, A First Of Its Kind Brand Growth Program Combining A CPM Model

“This first-to-market “Crosshype” platform allows influencers to offer a complete and predictable media solution for brands of all sizes. Influencer agencies can now offer their brand partners a complete media solution and media agencies can now purchase influence just like they would purchase any other piece of media. Triller’s ability to guarantee views allows influencers to post across multiple platforms, and the effective CPM will be lower than any other influencer purchase to date. Brands can now shift their dollars to influencer and organic brand integrations that drive higher conversions and growth with the predictability they deserve.”

The TikTok Fiasco Reflects the Bankruptcy of Trump’s Foreign Policy

“At first glance, the Trump Administration’s decision to ban the popular Chinese apps TikTok and WeChat had the look of hard-nosed diplomacy. China, after all, already blocks more than ten of the largest American tech companies, including Google, Facebook, and Twitter, out of fear that they facilitate unmanageable levels of free speech and organization.”

TikTok’s saga isn’t stopping brand campaigns (for now)

“TikTok is our No. 1 priority for reaching our Gen-Z consumer and acne sufferers,” said Peace Out Skincare CMO Junior Pence. “A ban would definitely have an impact on our business.” Despite all of the uncertainty, the brand has already planned out its TikTok strategy through 2022. “We aren’t running ads on TikTok at this point, but we’re actively engaging on the platform and running our own marketing campaigns, which we are only increasing.”