So many brands bluff their way through influencer marketing programmes. Here are eight ways to professionalize your approach.Read more
Why calling yourself an influencer is just plain wrong. Calling yourself an influencer is like buying yourself a T-Shirt with the words: ‘World’s greatest lover’ printed on the front.
PewDiePie hit 50m YouTube subscribers over night. Will the Swedish video creator make good on his word and delete his YouTube channel? What next asks Scott Guthrie
The top 12 YouTube creators earned a combined $70.5 million in the 12-months to June. They’ll be earning far more this time next year – writes Scott GuthrieRead more
Will the Casey Neistat new venture bring a bit of Buzzfeed and Vox.com to CNN to help mend a broken and distrusted traditional media asks Scott Guthrie
Thanks to the social web we are all publishers now, but before we press ‘send’ we must always ask: who’s this for? Is it useful? Do I trust its source?
The rhetoric surrounding the UK’s Brexit and Donald Trump’s US presidency shows we are now living in a post-factual world. How did we get here and how can we get past it – asks Scott Guthrie.
YouTube launches Community to increase engagement between influencers and their subscribers as the fight for video advertising revenue heats up – writes Scott Guthrie
The influencers you use might be ripping you off. But only if you fail to put them through the process of proper digital due diligence and don’t look beyond reach as a yardstick for influence – writes Scott Guthrie
By enforcing its advertiser-friendly content guidelines the video-sharing platform may end up driving revenue away from ads towards influencer marketing – writes Scott Guthrie
Internet influencers are more relevant than traditional celebrities – writes Scott Guthrie
Last week a post graduate student studying media and public relations interviewed me for her final dissertation. Here is the interview – writes Scott Guthrie
Why should it be news that a 70-year-old woman has become a social media manager – asks Scott Guthrie
The “wildly popular” Swedish gamer and YouTube megastar vlogs his response to the FTC & Warner Bros. settlement underscoring the importance of disclosure and the phenomenal influence social media has over more traditional mastheads – writes Scott Guthrie
FTC sharpens its teeth over home entertainment company’s lack of transparency on commercial relationship with influencers and payment for positive reviews – writes Scott Guthrie
Relevance and resonance become key watch words as Facebook changes promote engagement over reach: influencer marketing cornerstones – writes Scott Guthrie
The power middle can outperform big-hitting online stars in terms of impressions and engagement when marshaled at scale.Read more
New global journalism survey highlights skepticism at native advertising and questions whether bloggers can ever really be journalists – writes Scott Guthrie
Celebrity endorsement is not the same as influencer marketing. Big budgets don’t guarantee trust. Connecting with the right people builds trust.Read more
Identifying the most appropriate influencers at scale is a blend of art and science. The influencer identification four S model breaks the process into core elements.
Influencer marketing creators and brands stand to gain from proper disclosure
How reflecting on my daughter’s drawing opened up new ways of thinking about work – writes Scott Guthrie
Instagram influencers will benefit from the platform’s changes by listening to their audiences, knowing what their followers want and delivering consistent, high-quality content that their audience feels compelled to interact with – writes Scott Guthrie