Category Archives for influencer marketing

Influencer engagement over reach

Influencer marketing: Why engagement wins over reach

Effective influencer marketing campaigns are measured on an ability to pull an audience into action not just reach it. This is why influencer marketing engagement wins over reach.

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selecting an influencer

Treat selecting an influencer like recruiting an employee

You wouldn’t hire an employee on a whim without a recruitment, selection or induction process. When selecting an influencer to represent your entire brand why don't firms follow the same rigor? 

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How Influencer marketers can avoid a PewDiePie incident

By following best practice influencer marketers can limit the fallout or even avoid being involved in incidents when influencers go rogue – writes Scott Guthrie

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professionalize influencer marketing

8 ways to professionalize your influencer marketing

So many brands bluff their way through influencer marketing programmes. Here are eight ways to professionalize your approach.

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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 – writes Scott Guthrie.

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PewDiePie YouTube’s ad friendly policy will suit bold brands and influencer marketing Scott Guthrie sabguthrie

PewDiePie hit 50m YouTube subscribers over night. Now a switch to Facebook?

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

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How Forbes’ list of highest-paid YouTube stars 2016 shows influencers are dramatically underpaid

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

YouTubers as antidote to post-truth world

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
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YouTube launches social media platform to stave off rival video platforms

YouTube launches Community to increase engagement between influencers and their subscribers as the fight for video advertising revenue heats up – writes Scott Guthrie
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The ‘reach myth’ of influencer marketing

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

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PewDiePie YouTube’s ad friendly policy will suit bold brands and influencer marketing Scott Guthrie sabguthrie

YouTube’s advertiser friendly policy will suit bold brands and influencer marketers

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
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Internet influencers as new celebrity

Internet influencers are more relevant than traditional celebrities – writes Scott Guthrie

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PewDiePie responds to FTC and Warner Bros disclosure settlement

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

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Warner Bros. in latest influencer marketing disclosure failure scott guthrie www.sabguthrie.info

Warner Bros. in latest influencer marketing disclosure failure

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

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Scott Guthrie sabguthrie #followmeto and ftc influencer marketing

Is #followmeto global travel brand falling foul of FTC?

The couple behind Instagram travel hashtag sensation #Followmeto is becoming an influencer marketing broker between influencer and brands. But is it taking regulation seriously – asks Scott Guthrie

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Facebook changes good news for influencer marketing - scott guthrie sabguthrie

Facebook changes good news for influencer marketing

Relevance and resonance become key watch words as Facebook changes promote engagement over reach: influencer marketing cornerstones – writes Scott Guthrie

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Influencer Marketing’s higher engagement lies in power middle

The power middle can outperform big-hitting online stars in terms of impressions and engagement when marshaled at scale – writes Scott Guthrie.

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Why_celebrity_endorsement_is_not_influencer_marketing

Why celebrity endorsement is not influencer marketing

Big budgets don’t guarantee trust. Connecting with the right people builds trust – writes Scott Guthrie

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How to identify influencers using the four S model

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 – writes Scott Guthrie.

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Why-it’s-good-business-for-influencer-marketing-to-embrace-disclosure-rules

Why it’s good business for influencer marketing to embrace disclosure rules

Influencer marketing creators and brands stand to gain from proper disclosure – writes Scott Guthrie

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How influencers gain from Instagram’s changes to feed display

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

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Forbes & Traackr in influencer marketing tie up

Forbes and Traackr take influencer marketing in a new direction for business publishers – writes Scott Guthrie

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How brands gain better influencer marketing results when they relinquish control to the influencer scott guthrie / sabguthrie

How brands gain better influencer marketing results when they relinquish control to the influencer

An influencer’s power lies in the authentic voice which chimes with a select audience. Brands need to trust influencers with that voice – writes Scott Guthrie.

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Influencer marketing earns dwell time x7 longer than digital ads

New report promotes influencer marketing whilst driving another nail into digital display advertising’s coffin – writes Scott Guthrie

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