The influencer marketing backlash: there are calls for better guidelines, increased transparency, and an end to influencer fraud. Here are 15 ways the industry can reverse the trend.
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How Corbyn used influencers in UK general election
How Labour leader Jeremy Corbyn used influencer marketing, brand advocacy and user generated content to reach, then mobilize, the youth vote at the UK’s general election.
All PR practitioners should be VPs of Influence
Of all of the creative industries PR practitioners are best placed to build long-term, mutually-beneficial relationships between brand, audience and influencer. These are the VPs of influence.
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.
How Influencer marketers can avoid a PewDiePie incident
By following best practice influencer marketers can limit fall out or even avoid being involved in incidents when influencers go rogue
8 ways to professionalize your influencer marketing
So many brands bluff their way through influencer marketing programmes. Here are eight ways to professionalize their approach
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.
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
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
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
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
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?
Journalism trends snapshot: disdain for native advertising & bloggers
New global journalism survey highlights skepticism at native advertising and questions whether bloggers can ever really be journalists – writes Scott Guthrie
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.
Why it’s good business for influencer marketing to embrace disclosure rules
Influencer marketing creators and brands stand to gain from proper disclosure.
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
Forbes & Traackr in influencer marketing tie up
Forbes and Traackr take influencer marketing in a new direction for business publishers – writes Scott Guthrie
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.
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
Manny Pacquiao, Nike & lessons for influencer marketers
How influencer marketers can avoid a knock out and box clever – explains Scott Guthrie
Oprah, Weight Watchers & their heavy-hitting influencer marketing
How Oprah and Weight Watchers have joined forces to create a mutually-rewarding, long-term influencer marketing programme – by Scott Guthrie
Message to advertisers: give us compelling storytelling
Compelling storytelling: we don’t want to be interrupted by advertisements but do want content that is relevant, useful, honest, accessible and good quality
Influencer marketing and the law
Influencer marketers need to know how legislation covering product promotion and advertising affects their work on vlogs and Twitter – writes Scott Guthrie
The future of B2B influencer marketing: an interview with Ted Coiné
Ted Coiné, Forbes Top 10 Social Media Power Influencer and CEO of The Extraordinary Influencer Network explains the evolution of influencer marketing and how he can fix its broken system. Interview by Scott Guthrie
Why Influencer relations needs a framework
Influencer relations has come of age. It now needs a framework within which it can consistently meet business objectives – writes Scott Guthrie