This week, we’re taking a look at key platform and industry updates from Snapchat, Facebook, and Instagram. Here’s a curated list of the top influencer marketing news, compiled by RhythmOne’s influencer team.
Facebook announced updates to Instagram’s platform at F8, their annual developer conference. Most notably, Instagram will release shoppable links on posts for creators and influencers, starting next week; this means influencers will be able to link products within their photos, on behalf of brands. Users can click a photo, see exactly what’s for sale, and purchase the product—all without leaving Instagram.
Takeaway: This is the first time Instagram has integrated shopping functionalities directly within influencer posts, which could positively impact influencer sales. The rollout is part of Facebook’s larger plan to focus on e-commerce.
Snapchat launched a new service, Snap Select, which enables marketers to reserve six-second, non-skippable ad inventory for the most popular shows in its “Discover” section. The feature is planned to launch during the second quarter of this year. Ads will be placed between shows whose content is professionally curated, to allow marketers to reach younger audiences but still ensure brand safety.
Takeaway: Snap Select empowers marketers to select quality content to advertise within and simplifies purchasing by reserving ad availabilities at a fixed price ahead of time — similar to how television and digital video ads are sold to brands.
Facebook sued New Zealand company Social Media Series Limited, which it alleges sold fake “likes,” “shares” and followers on Instagram. Facebook stated that Social Media Series Limited evaded its demands to stop illegal sales by creating sites like Likesocial.co and IGFamous.net. Facebook noted that the lawsuit represents its commitment to “protect the integrity of [its] platform.”
Takeaway: Another win for authentic influencer marketing, this lawsuit continues the trend of lawsuits cracking down on companies that sell bots, disincentivizing both sellers and buyers of fake engagement metrics.
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.