Why Instagram is really hiding likes

Facebook’s fear of government-imposed regulation and reducing the threat of being broken up are drivers for why Instagram is really hiding likes. Instagram has caused a brouhaha by extending its tests on hiding likes. Mainstream media and trade press alike have piled in with conjecture pieces asking whether the move signals the end of influencer …

Influencer spend up 83% says report

Influencer spend in the US and Canada is up 83% year-on-year according to a report. Do the figures stack up though? Spend on influencers has jumped 83% year-on-year in the the US and Canada. Brands in Q2 2019 paid social media influencers a total of $442 million according to new research by Instascreener (formerly known as Points …

Influencer marketing’s indecent proposals

Recent ‘fake’ engagements by influencers show context collapse and authenticity as performance art. So, it appears that fashion influencer, Marissa Casey Fuchs pimped out her wedding proposal to the highest brand bidder. Or, at least, her fiance Gabriel Grossman did. How do we know? The pitch deck for the ‘campaign’ has surfaced. It became the focus of yet another, …

Why PR should lead (not own) influencer marketing

As influencer marketing matures it needs better leadership not ownership by any one creative industry. PR has a core role to play in helping lead the discipline. Influencer marketing is forecast to be worth up to $10bn next year. So says MediaKix’s well-worn forecast trotted out in countless articles and keynote speeches. Last year $5bn …

Influencer marketing after Instagram

Are there long-term downsides to Creator accounts, Checkout, and branded content ads? What are the alternative approaches and platforms? Instagram is the current powerhouse platform for B2C influencer marketers. The image-led platform boasts a billion monthly active users.There are 500 million daily active Stories users. Sixty per cent of users  seek out and discover new products on …

What if Instagram hid follower numbers?

How would influencer marketing change if Instagram hid follower numbers? Would content quality improve? Would power switch from the creator to the platform? Would scenario analysis help firms anticipate change? Last month I reported on Instagram testing a new feature which shields audiences from the number of likes a post receives. I then gave five potential implications …

Marques Brownlee helps with Samsung Galaxy Fold crisis comms

Tech YouTuber Marques Brownlee shows the value of influencers in helping companies through crisis communications with his Samsung Galaxy Fold video. Marquees Brownlee, the technology-focused YouTuber is helping Samsung through its crisis management surrounding its new Galaxy Fold. The American influencer with 8.3m followers has uploaded a video to YouTube addressing the broken screen issues suffered …

Influencer marketing’s language problem

The influencer marketing language problem: successful innovation demands a shared vocabulary. A shared vocabulary follows shared values and a shared purpose. This remains lacking in our industry. Seated in a nondescript seminar room at an MBA residential school we were asked to jot down our definitions of strategy. As the walls filled with Post-It notes, …

Fashion bloggers switching to Instagram says survey

UK-based fashion and style bloggers have abandoned their blogs in droves favouring Instagram according to a new survey by Vuelio, but at what cost? The number of UK-based fashion & Beauty blogs has plummeted according to Vuelio’s UK Bloggers Survey 2019, the annual report on the blogging industry. In 2016 nearly one-in-four blogs (22%) recorded in …

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. …