Happy Thursday!
There’s lots to discuss in today’s edition of Influencer Insider, from exploring the recent boom in micro-influencers to looking into TikTok and Snap Inc.’s decision to offer first-party data in an attempt to incentivise creators, there’s never a dull moment in this industry.
Make sure to also check out who our Creator of the Week is, we’ll give you a quick hint, they’re going to be speaking at the inaugural CreatorFest this October, keep reading to find out who it is…
In today's newsletter:
- Pick of the day: Micro-influencers are dominating influencer-brand partnerships, and we looked into why.
- Trending: An exclusive interview with Saff Michaelis on purposeful partnerships and authentic content; TikTok and Snap offer first-party data to compete with Meta.
- Join the Conversation: Is reactive marketing always the right move?
Pick of the day
Smaller Audiences, Greater Impact: The Power of Nano and Micro-Influencers
Our top story this week explores the boom in influencer partnerships with smaller creators. Using new research we look at why nano and micro-influencers are increasingly holding so much power, with brands favouring partnering with such creators over those with 100,000+ followers. So if you’ve been wondering why everyone has been hyping up micro-influencers, check out our story above.
Our first wave of speakers has been announced for the inaugural CreatorFest taking place this October!
Speakers will be delivering insightful sessions across three purpose-built stages. From content creators to CEOs, CreatorFest is going to be jam-packed with valuable leaders in the space, so stay tuned for more speakers to be announced!
Trending
What's hot on Hello Partner right now
Saff Michaelis Talks Consistency, Authenticity, and Staying True to Your Values as a Creator
If you missed our interview with creator Saff Michaelis, make sure to check it out, especially because it ties in with our top story, with Michaelis herself being a successful micro-influencer. She spoke about working with brands that felt authentic to her content, as well as what it’s like navigating the creator space today.
TikTok and Snap Utilise First-Party Data to Compete with Meta
It was recently revealed that both TikTok and Snap Inc. have been providing influencer agencies with first-party data to increase incentives for creators and win over agency business. The platforms' decision was an interesting example of how data-driven influencer marketing strategies are leading the industry.
Creator of the Week
Our Creator of the Week is none other than Luke Vernon, a comedy and lifestyle creator who has amassed an impressive 2.4 million followers on TikTok.
He’s partnered with major brands such as NatWest, Pepsi, Sky, Three and more, and is best known for his Vox Pop street interview videos.
Luke will be speaking at CreatorFest on the 24th of October, sharing his tips on how to make it as a creator when the industry is becoming increasingly over-saturated. During his session on the Big Picture Stage titled, ‘Level Up with Luke Vernon: Tips for Dominating the Creator Space’, Luke will be sharing his A-G-A strategy and his guiding principles for success.
You don’t want to miss it!
Join the Conversation on LinkedIn - Knowing your audience, very demure, very mindful
Is reactive marketing always the best move?
Those of us who spend our lives online need no explanation for ‘Brat Summer’, perhaps you’re even a bit sick of it, or maybe you’re already having a ‘Demure Fall’. Many brands were quick to jump on the trend, but is joining in on an internet obsession always the right move?
As Jayne Robinson points out, brands jumping on such trends can often feel “vague and unfocused”, rather than culturally relevant. And often will only relate to a very specific demographic.
A poll from Ipsos shows that 58% of Brits don’t even know what the ‘Brat Summer’ means, and many aren’t sure whether it’s an insult or a compliment!
When trends overtake digital culture for a moment, it’s important not to get swept up in the wave, and consider whether participating resonates with your brand message and audience, or just makes it seem like a desperate attempt to appear relevant.
What are your thoughts on reactive marketing?
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Catherine Shuttleworth Journalist Email me Connect with me on LinkedIn |
