New first-of-a-kind study shows there are 27m paid creators operating in the US. 11.6m of them working full-time as creators.
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New study: 69% U.S. consumers follow influencers
7-in-10 U.S. consumers follow influencers. And, of those who do, 80% report having taken some form of follow-up activity inspired by creator content – finds new report
Gen Z’s dwindling desire for authenticity
Just 35% of Gen Z survey respondents said they care about authenticity as a quality they look for in influencers.
How Ozempic highlights the uneven approach to branded content regulation
Creator activation promoting Ozempic highlights the uneven approach to cross-channel branded content regulation
Marques Brownlee: the future of brand partnerships
Leading creator, Marques Brownlee sets out the playbook for future industry brand collaborations
Whalar’s Alex North talks measurement and evaluation
Episode 54 of the Influencer Marketing Lab podcast with Alex North, Head of Media, Measurement and Analytics across EMEA at Whalar.
Harvard taps influencers for mental health tips
Harvard researchers are attempting to influence TikTok creators and alter their content-producing behaviour via seeding evidence-based information through toolkits.
4-in-5 Euro influencers flout ad rules
80% of influencers across Europe are failing to declare adverts as adverts. Clearly much needs to be done by the whole influencer marketing value chain – that should start with greater transparency within this report.
Deepfakes create ‘liars dividend’ eroding trust
AI is now being blamed by some for past real-life gaffes. This creates a liar’s dividend and risks destabilising the concept of truth itself.
Tasha Ghouri encapsulates highs and lows of influencer marketing
Tasha Ghouri, content creator and ex Love Islander has managed to encapsulate both the highs and lows of influencer marketing – all within a fortnight
Influencer fakes death to promote good cause
This week an influencer faked her death to promote a good cause – what are the ethical and sector-wide implications?
Why the compliance crusader, may be breaking the CAP code
When calling out influencers for failing to disclose promotion of their own brands I’d have thought Alice Bull should also be declaring her content as a promotion of her own services, too.
What effect will platforms’ takedown of offending creator content have?
With the UK’s Online Safety Act finally law. What effect will social media platforms’ mandate to automatically take down offending creator content have? What redress will creators have if they believe their content was wrongly removed?
Ogilvy’s James Baldwin discusses new global B2B influencer marketing report
Episode 53 of the Influencer Marketing Lab podcast – James Baldwin Global B2B Influence Lead at Ogilvy talks me through his agency’s new report – Influencing Business: The Global Rise of B2B Influencer Marketing
Steph Money of ThisThat talks influencer measurement
Episode 52 of the Influencer Marketing Lab podcast Steph Money, VP of Client Services at ThisThat explains why measurement and evaluation should be table stakes requirements within influencer marketing.
Just 5% of influencer spend targets Gen X
Gen X are responsible for 27% of global spending yet just 5% of influencer marketing spend goes to targeting them. A new report offers don’ts and dos for building a Gen X influencer strategy.
Alice Audley from Blogosphere to bCreator
Episode 51 of the Influencer Marketing Lab podcast where Alice Audley, founder and CEO of bCreator talks about the importance of live events and explains why the the bCreator Awards are special
Online Safety Bill ready to become law – watch out for automatic takedowns of creator content
As the Online Safety Bill is ready to become law watch out for the tsunami of creator complaints coming down the pike from influencers up-in-arms about automatic takedowns of their content by Instagram and other platforms.
The influencer dietitians leaving a bitter taste
An uptick in sponsored creator content following WHO’s hazard guidance issued about over-consumption of aspartame reminds us that sometimes we need to know clearly who is sponsoring content – not just that the content is sponsored.
Esme Rice: Mindshare Worldwide Influencer Practice Lead
Episode 50 of the Influencer Marketing Lab podcast where Mindshare’s Esme Rice talks professionalism and the importance of understanding regional differences in influencer marketing
Sammy Albon – Creator turned Senior Campaign Director
Episode 49 of the Influencer Marketing Lab podcast where Sammy Albon tracks his journey from creator to senior campaign direct at agency What They Said.
TikTok new guidelines: virtual influencers must be tagged
TikToks featuring realistic-looking virtual influencers such as Miquela, will have to be marked to show the creators are not humans from April 21st.
Meta Verified: Getting ahead of regulation
Meta’s introduction of verification may ultimately be a clever move in anticipating the costs of policing the content on its platforms under proposed legislation
Meta Verified: playing with net neutrality
Does Meta Verified pave the way for two-speed content on social media platforms?
Hilton uploads 10-min ad to TikTok … and it’s good
Hilton’s 10-minute TikTok is a beautifully-crafted postmodern ad that plays knowingly with the idea of users’ hyper-shortened attention spans
Why #muffboss won’t replace #AD
Love Island’s Laura Whitmore, Muff Liquor and the mistaken belief that #muffboss made it clear that Ms Whitmore was an investor in the drinks company
TikTok’s de-influencing trend: a reminder of influence
TikTok’s de-influencing trend is a reminder to brands that influence is not necessarily the same as advocacy
TikTok’s secret weapon: young voters
U.S regulators and educators are gunning for TikTok. But the short-form video app may have an ace up its sleeve … the youth vote.
Tough Times for TikTok in 2023
There’s a dichotomy. Whilst creators, consumers and advertisers have embraced TikTok there’s also a nervous tension about the app as regulators tighten their grip on the Chinese-owned platform
Logan Paul’s cautionary tale for creator-owned brands
Logan Paul’s CryptoZoo failed venture and mangled crisis management is a cautionary tale of the importance of marrying influence with aptitude in creator-owned brands.