âď¸ Happy Monday! âď¸
Welcome to your weekly #influencermarketingupdate - if you find it useful - share it.
đ Industry Headlines
The âgreen influencersâ targeting the TikTok generation
Whatâs it about?
Content aimed at the environment is gaining traction on social media, with the likes of Jack Harries & Alice Aedy leading from the front.
Headline Quote
âHarries wanted to make The Breakdown to give the context of the crisis (âHow we got here, where weâre headed and what we can do about itâ) for those who âdonât normally engageâ with climate issues. The five-part series uses innovative, snappy graphics to make it attractive in what Harries describes as âthe TokTok eraâ.
Our Take
Itâs fantastic to see production studios pop up aimed specifically at creating content around the earth, the climate crisis - a topic that has been relevant, but never quite âtrendingâ.
Philip Brown talks The Offset: Formula Eâs new creator collective
Whatâs it about?
Scott Guthrie invited me to be a guest on his podcast show called the Influencer Marketing Lab; we talked for over an hour and the cut-down version is here for people to listen to. We discuss a few things, including
The differences between an agency and an in house approach
The importance of long-term relationships and creating an influencer marketing DNA
How Formula Eâs influencer collective came together and why
The influencer marketing industry and how itâs professionalising
Champion Petfoods increasing brand awareness through influencer partnerships
Whatâs it about?
This Canadian brand has a modern take on influencer marketing.
Headline Quote
âWhile most of our influencer partnerships are ongoing long-term relationships, we also partner with influencers for specific standalone marketing campaigns or product launches,â Beechen said. âOverall, we incorporate influencers throughout our entire marketing strategy and within a host of tactics â leveraging our influencers is never an afterthought.â
Our Take
Itâs great to see examples of brands approaching influencer marketing through
Information sharing - not forcing
Long-term approaches
Mixing fans with influencers
Looking beyond engagement metrics and understanding that influencers are more than ad/performance buys.