Tagged: influencer

Influencers Are Faking Brand Deals

The owner of one sunglasses brand, who asked to remain anonymous so as not to alienate anyone in the influencer community, said the practice has put him in a tough position as a stream of mid-level influencers post mediocre-quality sponsored content seemingly on his behalf, without his approval or control. Source: www.theatlantic.com

Marketers Put Their Money Where Influencers Are, Cash Found Top Method Of Compensation

Interestingly, most marketers are paying cash to compensate influencers to promote their products, services or brands – but the amounts tend to be small relative to most national marketers’ overall budgets. Source: https://www.mediapost.com/publications/article/317010/marketers-put-their-money-where-influencers-are-c.html

Trust and transparency issues shift content creation from large agencies to boutique shops

While brands still maintain agency of record relationship with agencies, it’s far less prevalent as brands are choosing to move to smaller boutique, creative or content shops. Smart marketers are leveraging that trust and realizing that because of that trust, consumers are actively choosing to seek out and consume content from these trusted creators and, yes, the smaller, more boutique ad agencies that work behind the scenes helping to direct and craft the content influencers share with their audiences. This shift towards transparency and trust is a result of social media which has allowed influencers to grow niche audiences that are loyal and trusting of the influencer. Source: http://www.thedrum.com/opinion/2017/12/21/trust-and-transparency-issues-shift-content-creation-large-agencies-boutique