Top YouTubers target kids with online gaming site promo

Top YouTubers with core audiences of 8-16 years old are running paid-for content for MysteryBrand – an online gambling site. Jake Paul, RiceGum and Morgz who combined boast 35.8m YouTube subscribers have all created paid-for partnership content for MysteryBrand. The MysteryBrand site consists of rows of mystery boxes that visitors to the website pay to open. …

Instagram creator accounts: what’s their real purpose?

Instagram creator accounts are being trialled by the influencer marketing powerhouse platform. But are they designed to enhance community or to bring more cash to the plateauing Facebook group? Instagram is testing new creator accounts offering influencers more in-depth analytics over their follower counts plus the ability to filter direct messages. The new features are …

Tone-deaf keyword squatting by Instagram influencers

Avoid keyword squatting Instagram influencers. There is no point bringing your authentic ‘whole-self’ to work if your whole self is an a**hole. There’s no longer a separation of the personal from the professional. Our online lives are not distinct from our day-to-day lives. Both ebb and flow into one fully-rounded self. The most fundamental virtues …

Influencer sued for breach of contract

Luka Sabbat is being sued for failing to comply with an influencer agreement.  So, what makes a good influencer agreement? Influencer Luka Sabbat was sued this week for breaching his influencer marketing agreement to promote Snap Spectacles on his Instagram account. The actor, former Kourtney Kardashian romantic squeeze, and Instagrammer with 1.4m followers, is being sued by PR …

Performance art or cynical manipulation? How avatars are taking over Influencer Marketing

More reliable, more on-message and perfect in every way – virtual personalities prove you don’t need to be real to have influence. Miquela Sousa is a Brazilian-American fashion influencer and music artist from Downey, California. Better known as Lil Miquela, she has acquired 1.3 million Instagram followers organically since starting out two years ago. In …

London Fashion Week influencer marketing: getting it right

How can fashion brands maximise their impact via influencer marketing? London Fashion Week starts tomorrow (14-18 September).  The 68th edition features 80 on-schedule designers; 54 of them hosting catwalk shows, 26 presentations and more than 20 events. The fashion industry is big business, for the economy. Last year it directly contributed  £32.3billion to the UK GDP ($41.8billion). At this London Fashion Week – in …

Covert tobacco influencer marketing targets young, report claims

Tobacco companies are secretly promoting cigarettes via social media influencers according to a new report. Tobacco companies are secretly promoting cigarettes via social media influencers, according to a new report. Following a two-year investigation by the Campaign for Tobacco-Free Kids and Netnografica LLC, a U.S.-based consumer research and consulting firm specialising in online research, the findings have just …

Influencer marketing image manipulation: Rimmel ad axed

Ireland’s advertising watchdog makes first finding against influencer marketing image manipulation. In an age of smartphone photo filters and editors what does this landmark case mean for the whole industry? Ireland’s advertising watchdog has found a social media influencer promoting Rimmel makeup products to be in breach of its code. It’s the first of its …

Unilever’s commitment to fight fake influence decoded

Unilever wants to clean up influencer marketing by making three commitments to remove bad practice from the discipline. Though laudable what do these commitments really mean? Unilever believes influencer marketing has a bright future. But only if fake followers and fraudulent practices can be cut from the discipline. Speaking on the first day of Cannes …