Your Weekly Influencer Marketing Update đ
12.07.2021
âď¸ Happy Monday! âď¸
Welcome to your weekly #influencermarketingupdate
As NIL era arrives, marketers find an influencer playbook
Whatâs it about?
In the U.S. Athletes are now allowed to use their influence - based on their N(ame) I(mage) and L(ikeness)
Headline Quote
âIf Dale Carnegie wrote âHow To Win Friends and Influence Peopleâ in 2021 it would be all about how to elevate oneâs TikTok and IG engagement,â said Jarett Sims, co-founder at venture capital firm for sports and media businesses Turn2 Equity Partners. âIf your social game is weak, forget product endorsement deals. This however doesnât have to mean tens or hundreds of thousands of followers.â
Our Take
In a win for brands trying to access Gen Z audiences, US-brands are now allowed to access college athletes for influencer marketing style deals. A threat to the colleges they play for - or a huge opportunity and catalyst for growth? Unilever is going all-in and have earmarked $5M over the next five years to sign and recruit college athletes, and make sure the foundations are put in before the athletes reach the big league. With the industry becoming increasingly saturated, itâs important to get in early with the ânext big thingâ and set the stage for long-term influencer marketing success, and itâs great to see companies like Unilever seeing the value in it.
Even Amazon wants in on the creator economy
Whatâs it about?
This piece of research highlights Amazonâs strategy in regards to acquisition and hires are pointing towards a push for the influencer marketing economy.
Our Take
The title is a little misleading, saying that âevenâ Amazon wants in discredits the foundation for influencer marketing that Amazon has been working on for years.
Their influencer programme (previously called affiliate programme) has been around for a number of years, and work on their infrastructure started years ago, too. Twitch was bought in 2014(!) - and they have been experimenting with Amazon Live for a while, too. Weâre expecting innovations and big plays in the very near future when it comes to linking creators, video and e-commerce. Watch out Facebook & TikTok.