Your Weekly Influencer Marketing Update 🚀

20.09.2021

☀️ We took a little summer hiatus - welcome back to your weekly #influencermarketingupdate ☀️

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📚 // ISBA RELEASES INFLUENCER MARKETING CODE OF CONDUCT FOR BRITISH ADVERTISERS

What’s it about?

Advertising lobby group the Incorporated Society of British Advertisers (ISBA) has released a code of conduct for influencer marketing, designed to make the sector more transparent for consumers.

Headline Quote

“As marketing continues to evolve, it is vital we keep pace with new marketing channels and ensure they are being used honestly and authentically. Influencer marketing is a great way to reach and engage with customers but until now there has not been a common code that everyone involved adheres to”

Our Take

Influencer Marketing has not been the new kid on the block for a while now - and with many whispers and quiet conversations about standardising practices have often not ended up materialising. Standard (best) practices are not often widely shared within the wider influencer marketing ecosystem, and measuring the impact efficiently is a whole different conversation. I encourage more knowledge sharing and transparency, and this absolutely feels like a step in the right direction with companies such as L’Oréal & PepsiCo have already signed up to the code of conduct. Let’s hope it has legs and goes beyond a neat PR piece.

🏭  This week’s must-reads

// Fortnite adds another virtual influencer to its battle royale

Fortnite’s ever-growing metaverse has steadily been spreading to just about every facet of pop culture, from sports to music to superheroes

// The "Berries and Cream" Trend on TikTok, Explained

If you're on TikTok, or if you live with or love someone who's on TikTok, you've probably heard the "berries and cream" song by now. It goes something like this: berries and cream, berries and cream, I'm a little lad who loves berries and cream!

// Instagram insiders reveal its growing TikTok turmoil

“‘Influencer’ was a dirty word and we would never use it in any report or any internal-facing memo, because the connotations around influencers were not necessarily positive,” he says. But the problem with this approach was that influencers had become synonymous with Instagram whether they liked it or not. “We didn’t have control over the narrative,” he says. “We didn’t create the word, or even use the word, that ended up defining us.”

// Instagram is building a ‘Favorites’ feature so you don’t miss important posts

Instagram confirmed it’s developing a new feature called “Favorites,” which would allow users to select certain accounts whose posts they would like to see higher in their feed. A similar feature already exists on Facebook where it gives users a bit more control over the News Feed algorithm.

// CreatorIQ Raises $40 Million In New Capital

“We’ve witnessed accelerating growth of the creator economy over the past eighteen months fueled by the convergence of creators, commerce, and community,” said Igor Vaks, Founder & CEO at CreatorIQ. “From high-growth brands to Fortune 500 companies, our customers rely on creator partnerships to grow their businesses — from building brand loyalty to co-launching new e-commerce solutions together. This new funding will allow CreatorIQ to invest in our data, commerce, and measurement technologies to better solve customer outcomes.”