Your Weekly Creator Marketing Update🚀
24.11.2024
Hello and welcome back to your weekly creator marketing update. The newsletter has taken a bit of a back-seat lately but we’re back & committed to sending out weekly updates. Have a great week and enjoy this week’s update!
🎤Influencer overload: Navigating authenticity in digital marketing
TL;DR
Are we suffering from influencer fatigue? IGC is in danger of becoming (or some would argue already it already is) becoming stale, unrelatable and repetitive.
HEADLINE QUOTE
“I think the state of the economy has pushed the influencer fatigue into another stratosphere. Going on lavish trips, walking into Cartier and coming out with 4 new pieces of jewelry, spending thousands of dollars a week on hair/makeup/nails/spray tans etc while everyone else is struggling to pay rent and buy groceries…. It’s just not landing like it did back in the late 2010s.”
OUR TAKE
Authenticity and relatability is a topic that is often written about (I’ve done so myself on a few occasions), but the reality is that as long as IGC is performing, brands will be unlikely to shift their approach. Creators on the other hand are more than willing to develop low-effort partnerships in order to rake in fees. The implementation of micro-creators is not a golden bullet, but what this article does touch on that I wholeheartedly agree with is the following:
”The future of influencer marketing lies not in mass promotion, but in creating authentic, value-aligned narratives that resonate deeply with targeted audiences.”
When developing your creator marketing approach, it’s important to understand how IGC can be utilised for new as well as existing audiences. Pushing more transactional content to new audiences can be extremely effective, but approaches need to mature in order to avoid saturation, and narratives need to evolve accordingly. We’ve mentioned it before, but it’s crucial for creator strategies to integrate the entire creator pyramid, and develop programmes that focus on adding value to the community you’re trying to reach. This is by far the most efficient way of remaining relevant with your audiences in the long run.
📈Statusphere Releases New Report with Key Micro-Influencer Insights Brands Can Leverage to Achieve 2025 Marketing Success
“Success in influencer marketing isn’t about massive followings—it’s about authentic engagement,” said Kristen Wiley, Founder & CEO of Statusphere. “This report provides brands with data-driven insights about creator partnerships that drive real results.”
✍️ Why Coterie is embracing retail touchpoints and TikTokers like Nara Smith
“Instagram and TikTok have been really tremendous brand drivers, not just from our own efforts, but from the partnerships that we have with influencers,” Lindsey Kling, Coterie’s SVP of brand marketing, partnerships, and business development, told us. “Finding ways to connect with and resonate with our community and create content that feels really authentic and really on-the-nose for parents is such a huge part of who we are.”
📲America’s New News Influencers
This new and highly influential group of podcasters matters more than ever because of the dramatic fragmentation and decline in trust of traditional media and the collapse of viewership on cable TV. MSNBC and CNN are now at 25-year lows in viewership. MSNBC has 45,000 and CNN has 65,000 viewers in the 25-54 age group as of last week. CNN is down from 560,000 viewers as of September 2020. Meanwhile, Fox News now has nearly 75 percent of cable news viewers.
🎙️Monks’ head of social sees this as the biggest challenge for marketers in the creator economy
“One of the biggest challenges with influencer creative marketing is that they forget about the brand-building part of things,” Luca told Digiday. “It’s all about, how am I relevant now?”
🏢How independent agencies are staking their claim in the creator economy
Most developers and publishers view the concept as a uniquely powerful tool in their arsenal for reaching new players, but determining the tangible potential an activation can provide is often nebulous. Sales may spike when a content creator's gameplay goes viral, but how can teams better understand the overall impact investing in an influencer activation can provide?