Your Weekly Influencer Marketing Update 🚀
05.11.2021
🛋️ HOW MADE.COM IS RESPONDING TO ‘INFLUENCER FATIGUE’
What’s it about?
When Lauren Spearman talks influencer marketing; we listen. Make sure to read this article where she’s interviewed by the Drum and discusses how Made.com’s influencer marketing approach is shifting away from “traditional” (if that’s what we can call it?) influencer marketing to more a purpose-led and audience-centric approach.
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“Paid-for posts and gifting is a very traditional way of working, and each year we move away from this strategy,” she says. “We are purposely moving into paid long-term projects that benefit audiences.”
Our Take
This is an absolutely fascinating article - and as we’re reading through this week’s highlight pieces - I’ve found that there is somewhat of a theme that links both of them together; how influencer marketing is (slowly) moving towards something that is less transactional, and more meaningful.
“This is the evolution of what influencer marketing should look like – it should be based on consumer behavior, be more impactful and more memorable,” she says. “But also create positive change and really contribute to society.”
Content that focuses on positive change, is created around influencers and developed around being audience first will be per definition more meaningful than relying on creators to push our a message that’s only relevant to the paying party.
I’ve always found that influencer marketing comes with an interesting paradox; partnering with creators is one of the (few) ways that allows brands to engage new audiences through actual human beings without it being a pure form of paid advertising; yet it finds itself often compared to exactly that.
For me, it’s about perception & education; the articles we read, the way that influencers are almost always synonymous to “reach” “clicks” or “views”
In terms of results; Made.com has seen an increase in metrics such as brand engagement and positive sentiment - as well as seeing more UGC (non-paid) being published that features Made.com.
We’ll be keeping our eyes out on what’s next!
📸 THE NICHE EFFECT; HOW NON-TRADITIONAL BRANDS ARE CONNECTING WITH AVID FANS ON TIKTOK
What’s it about?
Brands of all sizes are utilising the power of TikTok and its creators to engage with niche audiences in order to generate visibility through authenticity.
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“We’ve built a non-traditional brand around a community of folks who work to normalize these ‘taboo’ conversations,” said Jennifer Dwork, head of brand marketing for Wisp, in an email. “The more we share, and the more we partner with creators, the more the TikTok community engages. We believe we’ve only just scratched the surface.”
Our Take
For the longest time, most social media platforms have used a fairly rigid organic + paid model around content distribution. This means that it is typically challenging for content to reach audiences beyond its organic audience, unless paid advertising is being applied. Quite possibly this is one of the reasons that in 2021, more and more creators (and companies) are leaning on TikTok, where its FYP algorithm has led to many viral posts and niche TikToks, as it exposes audiences to said content without the need of following those specific accounts. Brands have also caught on - and you’ll see many commenting on viral posts to get that extra bit of free awareness. Scroll through the comments on this account, for instance, and you’ll find comments from most NFL/NHL/MLB teams, Game of Thrones, Tinder, Dominos, Bose, Milk Makeup, Amazon, etc.
The shift we’re seeing is that away from brand-centric content - many relevant TikTok brands are instead working with creators to function as “the face of the brand” in order drive relevancy. PlanetMoney, The Washington Post and The LA Times being prime examples of that approach.
The idea comes from the thought that (younger) creators are seen as more authentic - and less “brand centric” - with audiences responding positively to content that either educates / entertains:
Basically, people don’t want to be advertised to, said Jolene Delisle, founder and head of brand creative at The Working Assembly agency, noting that the agency has seen success for brands with topics that require more dialogue like sexual wellness, birth planning, mental health and more.
Going into 2022 - I’m expecting the industry to lean into more (authentically) integrated creator partnerships to try and catch the attention of an increasingly demanding audience, and an increase in demand for high-quality content.
🏭 This week’s must-reads
Inside London’s lavish ‘TikTok house’ where influencers live rent-free
In return for them spending their days posting selfies on Instagram, and making at least 14 viral videos on TikTok a week for the account’s 1.1million followers, he gives them a cut of the proceeds made from sponsorship deals, arranges advertising collaborations, and, most importantly, pays their rent.
Original Penguin launches first series of NFTs created by TikTok influencers
The drop will consist of eight NFT penguin avatars, with three designed by the brand and five designed by five TikTok influencers. They include dancer Ciara Christine, or @CiciStamper (508,000 followers), NYC photographer Andreas Verrios of @MrNYCSubway (1.7 million followers) artist Dayan Torres of @DayanTorresArt (123,000 followers), Gabriella Anouk (@GabriellaAnouk, 300,000 followers) and golf reviewer Andy Carter of @Carter.Golfs (39,000 followers). The brand approached these influencers for their links to sports, like dance or golf, to NYC culture, to diverse art or to TikTok crazes like slime.
Harrow School brings in menopause influencer
Harrow School has enlisted a social media influencer to teach its boys about “the change” as part of an innovative project to demystify it for a new generation of young men. “They’ll have a mum, an aunt, a teacher going through the menopause right now — in the future it will be partners, friends and colleagues,” Salem said.
Instagram Reels has ‘Bonus’ Payout for Influencer Massive Views, As Much as $10,000 for One Video
Instagram's new Reels function is offering a new awards system for the company called "Reels Bonus Program" and it is by giving out as much as $10,000 for one video that generates massive views on the platform. Reels are known as a TikTok clone that has been popular in the platform now, where people can edit and cut short videos, put music, use filters, ARs, and be as creative as they can be.
7-Eleven Drafts First Three Superfan Influencers
7-Eleven announced the first three members drafted to the 7-Eleven Superfan Influencer Team following its Fuel Your Fandom social media contest. The competition’s entrants tried to prove they had what it takes to join the team with Dallas Cowboys quarterback Dak Prescott, pro football wide receiver JuJu Smith-Schuster and sportscaster Erin Andrews, but only three social media-savvy customers made the final cut.