The best influencer marketing news fit to share this week. Stories, articles and content collected throughout the week of October 8-12 and curated by our influencer marketing experts especially for you in this weekly thought leadership roundup.
Retail Footprints: A Closer Look at Snapchat’s Everyday Apparel Shoppers
The Snapchat Footprints series provides insights on where Snapchatters go, and the places they care about the most. Our debut post explored a week in the life of a Snapchatter. Now, we’ll take a closer look at how Snapchatters shop for everyday apparel, as well as when they’re likely to make these purchases.
Long-Term Partnerships: The Next Wave of Influencer Marketing
Influencer marketing is paying off for brands. In fact, a Tomoson study found that for every dollar a brand spent on influencer marketing, it made $6.50. That’s no small chunk of change in an era when up to 24 percent of a company’s budget is allotted to marketing.Perhaps it’s no surprise, then, that influencer marketing is predicted to swell to a $10 billion industry within the next five years. With significant ROI and relevant, cost-effective marketing tactics, influencer marketing represents an appealing way to reach the masses. This dynamic environment is what makes every day at Two Pillar Management, our firm that helps match companies with influencers, an exciting and engaging one.
Beauty influencer James Charles: ‘Brands should be doing their research on influencers’
Nineteen-year-old James Charles has already established an impressive career as a beauty influencer. After starting his YouTube channel in 2015, Charles has accumulated over 8.7 million subscribers on the video platform — he also has 8.4 million Instagram followers. His viral content eschews the usual makeup tutorials and product reviews in favor of completed beauty looks and humorous lifestyle videos. This content style helped earn him a sponsorship with CoverGirl as their first male ambassador in 2016. Since, he’s been beefing up his offline presence with a live makeup tutorial tour in Australia in August, and he’ll be announcing a handful of new brand collaborations over the next few months.
Google+ to Shut Down After Coverup of Data-Exposing Bug
Google is about to have its Cambridge Analytica moment. A security bug allowed third-party developers to access Google+ user profile data since 2015 until Google discovered and patched it in March, but decided not to inform the world. When a user gave permission to an app to access their public profile data, the bug also let those developers pull their and their friends’ non-public profile fields. Indeed, 496,951 users’ full names, email addresses, birth dates, gender, profile photos, places lived, occupation and relationship status were potentially exposed, though Google says it has no evidence the data was misused by the 438 apps that could have had access.
As Ad Dollars Move to Branded Content, the RFP Hasn’t Kept Pace
Publishers are relying on branded content revenue to diversify away from display ads, but among the many pain points is that the pitching process hasn’t evolved to account for the demands of the ad format. The main complaint of publishers is that the request for proposal designed for short-term, straightforward display ads doesn’t work for more involved, long-lasting and customized campaigns. “It’s like, ‘We want a really big idea that’s never been done before, we want to see how it works, and it’s due tomorrow at noon,’” sighed Jason Wagenheim, chief revenue officer at Bustle Digital Group.
Facebook has lost 30% of its value since July
Facebook is taking steps to address criticism that its platform has been hijacked by bad actors, but investors are bailing.
Facebook stock opened at $150.13 on Thursday, down more than 30% from the high it hit in July, as the company continues to grapple with privacy scandals, fake news and a broader market selloff hitting the tech industry particularly hard.
In fact, Facebook stock is hovering around its lowest point from the days after the Cambridge Analytica data scandal came to light in March and ignited a wave of consumer and regulatory scrutiny on both sides of the Atlantic.