Read about the latest trends in influencer marketing and how brands can successfully engage with creators on all platforms to execute campaigns and partnerships that drive desired outcomes.
The influencer marketing industry is in transition. After years of relying on vanity metrics such as likes and followers as criteria for selecting creative influencers, it’s become clear these metrics are no longer fit for purpose. Vanity metrics leave brands vulnerable to fraud and undermine influencer value, and brands...
Will virtual influencers really become a central component of the advertising mix? Dudley Nevill-Spencer, the face behind The Virtual Influencer Agency, thinks so. As the creator of virtual influencers for brands, Neville-Spencer discusses the myths around how virtual influencers actually influence, the misconceptions around their worth in the channel, and...
Video-sharing app TikTok has apologised after a BBC investigation found that some of the platform’s younger users felt “exploited” by influencers on the app. According to the BBC, TikTok lets some of its users send “digital gifts” to their favourite influencers on the platform. The live streams present an...
With the immense growth of influencer marketing in the last few years, brands are beginning to wonder: what happens when influencers age? Do they outgrow campaigns? After all, influencers are people too, and they evolve like the rest of us. These questions are particularly pertinent as more marketers and influencers...
The influencer marketing debate rages on with the latest research from Fresh Relevance revealing that only 22% of UK retail brands are currently using influencers. Yet, the same research also reveals that more than half of those aged between 18 and 34 are more interested in a brand that does....
For brands working with influencers, there’s been a noticeable shift away from engaging in one-off projects to establishing more long-term relationships – turning those influencers who already love a company’s product or service into brand ambassadors. Take Kellogg’s for example. Rather than focusing their efforts on one-off influencer...
