The best influencer marketing news fit to share this week. Stories, articles and content collected throughout the week of August 20-24 and curated by our influencer marketing experts especially for you in this weekly thought leadership roundup.
THE POWER OF MICRO-INFLUENCERS ON INSTAGRAM
Social Media Today
There are, without a doubt, compelling reasons to build up your network of micro-influencers. This article hits the nail on the head. Micro-influencers aren’t just cheaper; they also provide a direct bridge to their audience in a way that ‘celebs’ simply can’t maintain at scale. If you’re looking for ROI for a sales and CPE perspective, activating smaller creators may just be your secret weapon.
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THE BLOGGER DIVIDE: CONVERTERS OR BRAND-BUILDERS?
WWD
The type of influencer you work with will not only determine your results but, when you look at the nuances, the type of results you’re driving. This article focuses on two disparate influencer ‘types’: influencers who drive brand awareness (astronomical following, lower portion of engaged followers, more aspiration content) and those influencers who drive pure sales (smaller but more engaged followings, attainable content). Both are important, it all just depends on what you want to achieve.
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SURVEY: TEENS CUTTING BACK ON MOBILE SCREEN, SOCIAL MEDIA TIME
Marketing Land
It seems like the kids are going to be alright. The latest Pew study indicates that teens are becoming increasingly aware of the all-consuming obsession with technology. Beyond just recognizing that, they are also cutting back (allegedly). Their parents? Not so much.
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SERTA’S MERGER WITH AN ECOMMERCE MATTRESS COMPANY IS A SIGN OF THINGS TO COME IN THE INDUSTRY
AdWeek
Serta is well-known and tested in the mattress world. Their name recognition is almost unparalleled. With that said, their decision to merge with e-commerce mattress newbie Tuft & Needle is a statement. The direct-toconsumer route is the latest frontier emerging, while traditional retail is declining. The implications of a move like this–for e-commerce, marketing, and ultimate Influencer Marketing–are huge.
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‘STORIES’ WAS INSTAGRAM’S SMARTEST MOVE YET. CAN IT BECOME FACEBOOK’S NEXT BIG BUSINESS?
ReCode
It could be argued that, for social media giants, you’re only as good as your latest feature or re-design. Popularity and financial growth may not be quite that simple but your latest win or loss could be the signal of what’s to come. Just like that, Instagram’s ‘copying’ of stories (sorry, Snapchat) and creation of IGTV (bye, YouTube) signaled the shifting tides of the ecosystem.
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PROCTER AND GAMBLE TRIES TO TRADEMARK ‘LOL,’ ‘WTF’; MILLENNIALS SAY, WYD
Jezebel
Who knew that some patent attorney at P&G was diligently researching online lingo and trying to trademark it? For now, your usage of LOL, WTF, and NBD will remain free and un-trademarked. But, clearly, someone out there doesn’t want it to remain that way for long.
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