Like for like: New, caring Instagram or PR stunt?

By Ollie Tunmore, Magenta Associates, In an online world governed by a new business model of ‘influencers’, Instagram, one of the world’s leading social media sites, recently announced that it will trial hiding the number of likes on posts. The social media giant, which is owned by Facebook, announced the news on 18th July, citing …

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 …

Love Island Contestants: Faking it till they make it?

‘It is what it is’ has become this year’s Love Island soundbite. But when it comes to the contestants’ social media following, perhaps all is not what it seems, according to new research. An investigation by Instagram influencer marketing service, Takumi, has exposed significant numbers of fake followers on the contestants’ profiles. Using AI powered …

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 …

ISIS and social media: Bad Influencers

From glorified lifestyle posts to in-house crisis comms teams, ISIS has run its social media strategy like the slickest of corporate multinationals. By Elliot Wilson, When the Islamic State of Iraq and the Levant (ISIS) first exploded onto the world stage, it took the West utterly by surprise. Terror movements come in all shapes and …

Influencer advertising strength lies in user generated content

Self-serve marketplaces offer influencer advertising not influencer marketing. Their forte lies in their ability to jump-start user generated content. I struggle with placing self-serve influencer marketing marketplaces within the influencer marketing cadre. For me their business model promotes one-hit-wonders rather than long-term relationships between brand and influencers. Influencer advertising Maybe I’m a purist. More fundamentally, …

Lil Miquela: Instagram’s first avatar influencer

Lil Miquela is a young Instagram Influencer. She models, has released a top 10 Spotify single and produced her own clothing range. She’s also computer generated. What are the implications of avatars in influencer marketing? Online there’s a tendency to only show the positive, successful side of your life. Instagram is the platform of choice …