In this week’s influencer recap, we’re taking a look at how Benefit Cosmetics activated a successful social-good campaign this week and sharing how Instagram continues to streamline its platform shopping experience. Here’s a closer look at this week’s most valuable influencer marketing news, compiled by RhythmOne’s influencer team.
CAMPAIGNS TO WATCH
Benefit Cosmetics’ “Cheekleaders” activation received more than 560,000 views and 875 comments on Instagram, a 1,700% increase over the beauty company’s average IG views. The campaign centered on Benefit’s palette of the same name and leveraged its five biggest influencers to surprise five teachers, each of whom the influencers felt deserved a cheerleader. The teachers received $15,000, with the endowment captured on Benefit’s and the influencers’ social media channels.
Takeaway: Shoppers recognize and reward authentic, socially responsible messages and campaigns; a high impact way to convey a message like this is by activating influencers tied to a charitable act.
Instagram released a new shopping tool called Checkout, which allows users to make purchases directly from the app rather than navigating to a browser when they want to buy. This is part of Instagram’s ongoing effort to improve its shopping experience, after the introduction of product tags in Feed, product stickers in Stories and shopping destinations in Explore.
Takeaway: With over 130 million Instagrammers tapping to reveal product tags each month, the addition of Checkout will continue to streamline the shopping experience on Instagram, making it easier for brands and marketers to sell.
PR Daily shared a Talkerwalker report, which stated that influencers with a smaller, niche following offer a better return on investment in marketing campaigns when compared with larger, macro-influencers, such as celebrities.
Takeaway: The nano influencer and micro influencer trend is continuing to grow, since micro and nano influencers yield high authenticity and engagement rates; however, this tactic is not a cure-all marketing trick and talent selected for a campaign should be done to reflect the goal of the campaign and where it falls in the marketing funnel.
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