Your Weekly Influencer Marketing Update 🚀

05.07.2021

☀️ Happy Monday! ☀️

Welcome to your weekly #influencermarketingupdate - if you find it useful - share it.

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🏭 Industry Headlines

Why video conference app Webex is betting big on influencer marketing

What’s it about?

Webex has gone through a rebrand, and is investing more into more digital marketing efforts.

Headline Quote

“We’re working closely [with influencers] to make sure [people] understand our products and how to use them,” said Deana Singleton, global brand marketing leader at Webex. “We’re not necessarily trying to sell them on it today. We’re just trying to be part of what they understand as they move into the professional field.”

Our Take

B2B brands collaborating with influencers is becoming a more frequent sight within the space, and reading that influencers are shaping Webex’s social and digital strategy.

Who Influences the Influencers?

What’s it about?

Gifting as a strategy to win over influencers

Headline Quote

“Touchland took a similarly thoughtful approach to its influencer strategy. It didn’t do a “spray and pray” launch to a bunch of random celebrities. What made its shoutout by Naomi Campbell so successful was that her airplane sanitizing routine went viral a couple of years ago. Touchland’s product was top of mind for her.”

Our Take

Gifting has its advantages, and it is always recommended to make those you work with feel special. However, putting the “organic” approach label on product gifting to influencers is one that I sometimes find a little challenging. Disclosure is key, here.

Head of Instagram says Instagram is no longer a photo sharing app

What’s it about?

Instagram does not want to be seen as a photo sharing app only.

Headline quote

“The message that Instagram is sending is clear: it no longer wants to be thought of as the “square photo-sharing app,” as Mosseri puts it, but instead as a general entertainment app driven by algorithms and videos. At the moment, though, it’s vague as to how Instagram plans on doing that — and whether it’ll be improving and innovating on features popularized by apps like TikTok or just making something with a few Facebook-y tweaks.”

Our take

Almost every week we share at least one article on the Instagram vs TikTok battle, and how Instagram needs to innovate & change in order to stay relevant with a new audience, as well as future proof its position. And here it is - Instagram doesn’t want to be seen as the original “photo sharing app” it once was. It will focus on (surprise surprise) video content, organic reach, and social commerce - and should have the infrastructure to support it.