This week, we’re taking a look at insights into the influencer marketing industry landscape and sharing key updates around advertising features from Pinterest and TikTok. Here’s a curated list of the top influencer marketing news, compiled by RhythmOne’s influencer team.
Marketing Dive reported a study from Captify and Publicis Media, detailing industry insights within beauty marketing. Most notably, influencers are demonstrating efficacy in boosting a brand’s SEO. In the study, John Frieda observed a 2208 percent increase in search across two days after announcing new brand ambassador Rochelle Humes. Findings also attributed a 55.3 percent rise in searches for the beauty category to social media influencers.
Takeaway: Based on the growing popularity of influencers in searches, brands should consider incorporating influencers into their SEO strategy, especially in categories that surround appearance like hair and beauty.
TikTok is testing shoppable ads in the U.S. market, giving brands the ability to test ad offerings prior to executing campaigns as well as providing data insights to optimize consumer purchases. In addition, building on their ads platform, TikTok is working towards a self-serve biddable ad platform, which is timed for a summer launch.
Takeaway: With consistent buzz surrounding TikTok and an expansion of ad offerings, the platform continues to grow in appeal to marketers interested in reaching younger audiences. The new features will also likely make TikTok more competitive in US markets, especially with social media leaders like Facebook.
Pinterest launched new campaign features, prior to yesterday’s IPO. Specifically, the platform now provides conversion optimization for Promoted Pin campaigns, as well as conversion goals for Promoted Videos. Both options allow advertisers on the platform to define conversion goals with greater accuracy. The conversion goals feature allows users click Promoted Videos to open a landing page, which houses an advertiser’s website and a closeup of the video. The new optimization options for Promoted Pins gives advertisers the ability to optimize for conversion, to inspire users to take specific actions like online checkouts, increased signups or stronger leads.
Takeaway: Pinterest has gradually been gearing up its ad platform and e-commerce efforts for the past months, in preparation for yesterday’s IPO. The newly added conversion features for both Promoted Pins and Videos illustrate the company’s push to build out its ad offerings and give advertisers more “bells and whistles” for campaigns on the platform.
This article contains forward-looking statements. In some cases, you can identify forward-looking statements by the words “may,” “will,” “expect,” “intend,” “plan,” “objective,” “anticipate,” “believe,” “estimate,” “predict,” “project,” “potential,” “continue” and “ongoing,” or the negative of these terms, or other comparable terminology intended to identify statements about the future. All statements other than statements of historical fact are statements that could be forward-looking statements, including, but not limited to, statements about the potential and effectiveness of influencer marketing. These forward-looking statements are subject to risks and uncertainties, assumptions and other factors that could cause actual results and the timing of events to differ materially from future results that are expressed or implied in the forward-looking statements. Factors that could cause or contribute to such differences include the dynamic and rapidly evolving sector, as well as the highly competitive industry that RhythmOne operates in, which make it difficult to evaluate prospects. These and other risk factors are discussed in RhythmOne’s Annual Report for the period ended March 31, 2018. The forward-looking statements in this press release are based on information available to RhythmOne as of the date hereof, and we assume no obligation to update any forward-looking statements.