Your Weekly Influencer Marketing Update 🚀
14.07.2021
☀️ Happy Monday! ☀️
Welcome to your weekly #influencermarketingupdate - if you find it useful - you can do me a huge favour and make sure to share it with your colleagues & friends.
🏭 Industry Headlines
Brands are relying on influencers’: Why Instagram is starting its first training week for creators
Why read it?
Because Instagram is increasingly investing in creators.
What’s it about?
Instagram has hosted a unique event, specifically designed to educate & inform creators on its platform.
Key takeaway
Instagram is legitimising the creators industry by hosting this event - but I’m wondering why they’re doing this so late in the game. They quite literally had years to come up with these programmes and build strong relationships with its creators before the emergence of TikTok.
Headline quote
“Instagram is facing stiff competition. An April 2021 report by Linqia, an influencer marketing platform, found that 93% of U.S. marketers plan to use Instagram for influencer marketing, down from 97% in February of last year. But 68% plan to use influencers on TikTok, up from 16% last year.”
Instagram adds affiliate and shop features for creators
Why read it?
Because you want to keep up to date with the e-commerce arms race that’s happening between TikTok x Instagram
What’s it about?
Instagram is launching an “affiliate tool”, which will allow creators link shops to their profiles and tag & recommend products in order to earn commissions if their recommendation for the sales that their post drives.
Key takeaway
A big step for the influencer marketing industry - with attribution becoming more transparent and creators being able to make money directly within Instagram.
Headline quote
“Our goal is to be the best platform for creators like you to make a living. And if you have an idea that you want to share with the world, you should be able to create it and get it out there easily and simply — across Facebook and Instagram — and then earn money for your work,” Zuckerberg added during Creator Week.
Over one-quarter of Gen Z follow influencers
Why read it?
Because you want to know which age group is more likely to be invested in influencer content.
What’s it about?
Research conducted by a company called GWI is showcasing that influencers are becoming increasingly important when it comes to engaging with Gen Z audiences.
Key takeaway
A multi-touchpoint, always-on influencer marketing strategy (as opposed to an isolated strategy) is important when you want to engage your audience in a meaningful way.
Headline quote
“When comparing brands' and influencers' followings, it emerges that Gen Z is almost as likely to follow brands as they are to follow influencers, with only five percentage points (pp) of gap between the two. This gap is almost three times as much for the other age groups, between 13pp and 15pp.”