Your Weekly Influencer Marketing Update 🚀
07.12.2020 / #57
☀️ Happy Monday! ☀️
This week’s version is a little slimmed down - you’ll notice there aren’t any deep dives combined with our own opinion. Instead, you’ll find a curated list of interesting articles we have come across this week. Happy reading!
Have you seen the Queen’s Gambit yet? The below image shows the impact it has generated since its launch at the end of October. Click for a great article around how Netflix could prove to be a potential advertising powerhouse.
🏭 Industry Headlines
Predictions 2021 - Influencers become the sales people, not just creatives
“Influencers started as your marketing department, then became your creative department and now with the upcoming release of a powerful social commerce ecosystem in Facebook, Instagram and TikTok, your most influential customers will become your sales department"
‘Everyone is grasping for nostalgia and happiness’: Why marketers are ringing in the holiday season with more influencers
“Brands are allowing influencers to be a little more creative (and therefore more festive) this year, 2020 has been rough on all of us, and we can all benefit from truly cheerful content, Santa hats and all.”
Sponsored Influencer Posts for Black Friday/Cyber Monday Grew By 46.6% This Year
“BlackFriday and Cyber Monday are the largest annual shopping holidays, so it’s no surprise that influencers and brands amped up sponsored Instagram content around the post-Thanksgiving sales weekend this year. According to influencer marketing platform CreatorIQ, sponsored posts were up 46.6% year-over-year, with influencers like The Rock, Charlie D’Amelio, Amanda Cerny, and Lady Gaga promoting products and offering discounts.”
Captiv8 & Nielsen Study Reveals the Positive Impact of Influencer Marketing
“The results were favorable and build a strong case for influencer marketing. For brands who aspire to reach and connect with audiences, social media is not only a natural but necessary addition to the marketing mix. With Nielsen's Influencer Brand Effect study, brands are able to measure the effectiveness of influencer content against KPIs such as awareness, consideration, and message takeaway. The results of this study support how influencer marketing can drive customers further down the funnel in a myriad of ways, including recognition, brand recall, and awareness.”
The digital storefront: How livestreaming will support e-commerce 2.0
“While livestreams need to be entertaining, they must also be informative. Consumers tune into livestreams because they will learn much more about the brand and product than simple online descriptions, pictures, and even videos. It is about finding the best way for brands to teach the consumer why they should buy their product.”
📱 Platform Headlines
TikTok is reportedly testing longer, three-minute videos
“Three-minute videos on TikTok feel like a miniature replica of YouTube, back when YouTube videos were shorter than 10 minutes. Will this fill the space left by Quibi’s demise? Three minutes is a lot of time. It could allow for full movie trailers or makeup tutorials — things that are found more often than not on YouTube.”
Twitch Community Boost Will Give Smaller Channels a Chance To Blow Up
Twitch News host Zach Bussey was the first to report the Community Boost feature on Twitter. According to Bussey, Boost This Stream is a challenge where Twitch viewers can donate Channel Points to an overall goal. The number of points is predetermined by Twitch depending on the size of that streamer's community. Streamers who meet this goal will be featured on the front page of Twitch under the "Recommended live channels" section with a Promoted tag on the stream's thumbnail.
Why our ageing social networks may need TikTok
"We enjoy the battle of the game but if you take a step back, Facebook, TikTok, Snapchat (and co) still have more landgrab to go around other platforms."
And with the looming shadow of tougher regulation for the sector in both in the US and in Europe, these brands might find themselves forced stick even more closely together.”
The Year on TikTok: Top 100
"It's been our honor to watch these videos and creators grow and share what have become iconic, sometimes even life-changing, moments of 2020. TikTok is here to bring joy, and with the year we've experienced, I'm thrilled to take a trip down memory lane and celebrate the myriad of ways the TikTok community helped us come together, bridge divides, and find both lightness and poignancy when we needed it most." – Vanessa Pappas, Interim Head of TikTok
🛒 Brand Headlines
U.K. makeup brand Lottie London leans on TikTok in U.S. expansion
“With its current momentum among Gen Z, and its capacity to make people, places and things go viral, TikTok is the go-to channel for achieving brand awareness among these consumers. Lottie London’s core demographic is 16- to 29-year-olds; they represent over 80% of customers.”
How to partner with influencers the way Nike partnered with Jordan
“Forced collaborations are always artificial and never effective. Time and data will allow a brand to unearth the ideal ambassador but recognising an influencer’s traits and allowing them to be creative is what yields the best results. When working with a brand ambassador, never clip their wings.”
AC Milan launch Twitch channel
“The Serie A club’s Twitch channel will feature content from their men's and women's first teams, youth sector, legends and archive, all specifically adapted for the platform.
As the channel evolves, Twitch users will be able to link and chat with current and former AC Milan players via live question and answer sessions hosted by Milan TV’s journalists, as well as high-profile streamers. Initially the club is launching three weekly shows, on Mondays, Wednesdays and Thursdays, with further programming set to be added.”
📱 Influencer Headlines
Alexandra Botez is taking the chess world by storm—live on Twitch
“I think everyone in the chess world agrees that this is the best-ever portrayal of chess on the TV screen,” said Botez, who holds the prestigious International Chess Federation title of Women’s FIDE Master. “Chess-set sales on eBay have soared over 130 percent. It’s had a big impact on girls’ interest in chess.”
The Reigning Queen of Pandemic Yoga
“The YouTube celebrity Adriene Mishler made yoga accessible and search-optimized even before so many Americans were confined at home. Can she help us learn to live better lives in front of the computer?”