Here’s a closer look at the top news for influencer marketing, compiled by RhythmOne’s influencer team. This week, the 11th annual Shorty Awards were announced and Instagram began testing a “Hide Like” feature on its platform.
Adweek covered the winners of the 11th annual Shorty Awards, with “A Poppy Worn, A Hero Honored” by the USAA named Best Integrated Campaign. Campaigns were evaluated based on message integration across social and traditional media channels. By leveraging video and social, the USAA poignantly leveraged military holidays like Memorial Day and Veterans Day to educate its members, employees and the general public about, “the joys, struggles and sacrifices of military life, and engender authentic appreciation for their service.”
- Takeaway: Marketers can help improve the amplification of a movement or campaign by leveraging timely events or holidays that align with their mission. Additionally, by using personal stories of soldiers working with the USAA, marketers for the nonprofit were able to provide a highly personal and emotional quality to their message that rings authentically American.
Mobile Marketer reported new research from Nielsen, which found that advertising in podcasts helps consumers recall ads, connect with brands and make purchasing decisions. In fact, almost two-thirds (64 percent) of respondents to the survey said ads were a good fit with the content of the podcast.
- Takeaway: As podcast adoption continues to grow, brands looking to reach consumers should pay attention to this channel. Monthly podcast listenership surged to 32 percent this year among those aged 12+ (approximately 90 million people), the biggest gain ever recorded; the increase saw strong gains among college-aged students and young professionals — a major target for the podcast industry, per another survey by Edison and Triton Digital.
BBC shared how a new generation of influencers and micro-influencers is emerging, proving your last name doesn’t have to be Jenner or Kardashian to make a living from social media. The article highlighted beauty influencer James Charles as an example, noting that although he isn’t a household name, his posts inspire a “cult-like” following on Instagram. The piece also highlighted that micro-influencers are more influential with Gen Z, often focusing on a specific, niche topic for their smaller group of loyal followers.
- Takeaway: An influencer doesn’t have to be a celebrity — it can be anyone who has built up an audience of users he can influence with his content, regardless of follower size. As micro-influencers become more prevalent, it’s worth marketers looking to smaller accounts with higher engagement that fit their specific brand’s interest when building out social campaigns.
Instagram is testing a new design prototype, Hiding Like, which requires a user to share a post to see the number of likes it receives. Explaining the purpose behind testing the new feature, Instagram said, “we want your followers to focus on what you share, not how many likes your posts get.”
- Takeaway: This could be a positive update if and when the new feature goes live, as posts generally receive engagement from the content itself and who posts it, versus its popularity. For influencers, there likely won’t be a drastic difference in engagement, since successful influencers do a great job of interacting with audiences and ensuring content is relevant to their followers. For example, if a follower sees it’s coming from an influencer she loves, she will still engage with the content even if likes aren’t public facing. This update should also weed out “like bait” (e.g., “like if…” type posts) and, more importantly, those who purchase likes.
Do you have questions about influencer marketing, or are you thinking about incorporating an influencer marketing element into your next campaign? Reach out to our team at InfluencerMarketing@rhythmone.com.
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.