Marketing execs believe deeper relationships, understanding influencers can avoid potential backlash in politics
November 4, 2024
Ahead of the upcoming presidential election, brands have pushed for influencers to be apolitical as well as planned “dark periods” where they’ll pause influencer...
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Marketing Briefing: Harris, Trump recognize power of creators as agencies advise pausing content as election nears
October 29, 2024
We’re a week out from the 2024 presidential election and one thing is clear: The power of creators and their...
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Trademarks, drinks and podcasts: How viral creators like ‘Hawk Tuah Girl’ stretch their 15 minutes of fame
September 23, 2024
The creator economy is booming with brands chasing viral trends to monetize cultural moments online. In response, creators behind those...
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Marketing Briefing: How the Democratic presidential election upheaval will impact the political ad market
July 23, 2024
With President Biden dropping out and quickly backing Vice President Kamala Harris for the nomination ahead of the Democratic National...
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Marketing Briefing: Brands collaborate on influencer marketing with an eye on ‘community infiltration,’ finding fee savings
May 21, 2024
When a food influencer creates something new, it’s likely that the influencer will use more than one brand. Case in...
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Marketers focus on competitive analysis to grow their influencer marketing strategies
May 14, 2024
As influencer marketing continues to mature and marketers increase ad budgets for this category, there’s more effort than ever to...
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Marketing Briefing: Why marketers believe brand ambassadors alleviate influencer marketing concerns
April 9, 2024
Marketers are looking to mitigate potential risks of influencer marketing by working with more brand ambassadors this year.
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Marketing Briefing: B2B marketers invest more in influencer marketing as channel proves itself
March 26, 2024
As influencer marketing has continued to grow and normalize for B2C brands, marketers behind B2B brands have taken notice. Influencer...
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Marketing Briefing: Renewed call to ban TikTok could push creators, ad dollars to YouTube Shorts and Instagram — which may hurt creators
March 12, 2024
An uncertain future is nothing new for TikTok. Over the last few years, there have been multiple calls for TikTok to be banned in...
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As influencer marketing RFPs mature, measurement, attribution and emerging trend strategies come into focus
January 24, 2024
Brands’ influencer marketing requests for proposals (RFPs) are zeroing in on measurement and attribution as well as how influencer agencies...
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WTF is influencer allowlisting?
November 2, 2023
As the multi-billion dollar industry continues to grow and mature, advertisers have more tools in their tool belt whether that...
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Marketing Briefing: How marketers are using AI to help the vetting process for potential influencer partnerships
October 31, 2023
As influencer marketing grows in popularity, and marketers spend more time vetting potential influencer partnerships, some agencies and influencer marketing...
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Marketing Briefing: As influencer marketing grows up, vetting gets more serious for creator partnerships
October 3, 2023
Another ripple effect of influencer marketing continuing to mature: Marketers are spending more time vetting potential influencers and creators before...
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How Agencies Are Measuring Impact for Brands Beyond the Classic Core Metrics
September 14, 2023
As more data and channels become available, CEO Danielle Wiley comments on the evolution toward developing more metrics beyond a...
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Marketing Briefing: Why Concerns of Influencer Marketing Oversaturation Are Overblown
August 8, 2023
According to experts, oversaturation concerns are understandable but overblown, Danielle Wiley explains why Sway Group is not overly concerned.
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Marketing Briefing: Why Influencers are Worried About Crossing the Actor’s Strike Picket Line
July 25, 2023
Amid the Sag-Aftra strike, Sway Group CEO Danielle Wiley offers perspective for influencers navigating through the chatter and confusion.
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CreatorIQ Develops Metrics Showing the Return on Influencer Marketing
July 13, 2023
Founder & CEO, Danielle Wiley, agrees that CreatorIQ's influencer metrics development in providing access to ROCs is an exciting transformation...
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What Shein’s Misstep Means for the Influencer Marketing Industry
June 30, 2023
Sway Group Founder and CEO, Danielle Wiley, comments on the influencer marketing industry following the fast-fashion giant, Shein, controversy.
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More Brands Choose Boomer, Gen X Influencers, As ‘Older Audiences Can Be Just As Impactful’ As Young Ones
April 24, 2023
CEO and Founder of Sway Group, Danielle Wiley, weighs in on the potential of working with older influencers and reaching...
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Bud Light Uproar Exposes Need for Marketers to Manage Marketer Influencer Controversies
April 18, 2023
Danielle Wiley, CEO of Sway Group, advises on how to handle controversy during a campaign or partnership, amidst Bud Light's...
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Why Real Estate Company Windermere is Adding Influencers to Its Marketing Mix and Spending Half of Its Ad Budget on Them
April 2, 2023
Danielle Wiley, founder, and CEO of Sway Group weighs in on why focusing on influencer marketing and streaming makes sense.
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Marketing Briefing: With ‘belt-tightening across the board’ marketers eye TikTok influencers as they seek performance, efficiency
September 2, 2022
The focus on performance has led some marketers to lean more heavily on influencer marketing, particularly on TikTok as it...
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House of Highlights’ Creator-led Content Triples Revenue
July 7, 2022
Bleacher Report’s social-first sports vertical House of Highlights is producing more creator-led content to establish more franchises and increase its...
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Why Hollister is Taking a Long-Term Partnership Approach to its Influencer Marketing on TikTok
March 14, 2022
Digiday - Hollister is shifting to extended partnerships over a one-off, pay-per-post model with TikTok creators to build trust with...
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How Abercrombie & Fitch is using TikTok to reintroduce the brand and ‘reflect back who our consumer is today’
February 24, 2022
Abercrombie & Fitch is using TikTok to reintroduce the brand to millennial and Gen Z consumers. The 130-year-old brand is...
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‘TikTok is where we see UGC work really hard for us’: Why Bush’s next ad will be creator-made
February 3, 2022
Bush’s canned goods is leaning into user-generated content (or UGC) — the company’s next commercial will be made by a...
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Marketing Briefing: Why Influencers Could Help Market Around This Holiday’s Supply Chain Issues
October 26, 2021
We already know that holiday ads are coming early this year — getting people to shop earlier due to supply...
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‘Mindset that this is going to be long-term’: Inside Visible’s influencer marketing strategy for Pride and beyond
June 17, 2021
When it comes to working with influencers, Visible looks for long-term partnerships. The brand, a digital-only phone carrier from Verizon,...
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‘Go where their audiences are’: Why some brands are ‘prioritizing TikTok’ when it comes to influencer marketing
May 20, 2021
When it comes to influencer marketing some brands — particularly those targeting Gen Z — are starting to consider using...
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‘Boomer spring break’: Alaska Airlines is creating its own hype house for boomer influencers
May 6, 2021
When it comes to influencer strategies, most brands have set their sights on millennial and Gen Z influencers. Alaska Airlines...
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To get the attention of millennials and Gen Z, Ace Hardware is turning to influencers
April 15, 2021
Ace Hardware is adding a paid and organic influencer strategy to its marketing mix. The nearly 100-year-old hardware retailer is...
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‘Everyone is grasping for nostalgia and happiness’: Why marketers are ringing in the holiday season with more influencers
December 2, 2020
This year, marketers are turning more and more to influencers to spread holiday cheer.
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‘Bring in the younger generations’: Inside Travelers’ influencer marketing strategy
October 14, 2020
Travelers is building its use of influencers — comic book artists, musicians, lifestyle influencers and more — to reach new...
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‘Influencer deals are being paused’: As Facebook boycott begins in earnest, influencer marketing feels a sting
July 2, 2020
As the advertiser boycott of Facebook continues to gather steam, with over 530 marketers committing to move ad dollars from...
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‘Put everything in the hands of the influencers’: Inside RXBar’s new influencer strategy
February 20, 2020
RXBar is using influencers like they would an agency. The company is handing over the marketing of its new limited...
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‘The buzz from Bloomberg has other people looking’: Why 2020 is going to be the influencer election
February 19, 2020
The 2020 presidential election may not only be the meme election but the influencer election.
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Influencer marketing agencies prepare for the end of the Instagram like
December 10, 2019
Influencer marketing agencies prepare for the end of the Instagram like. Instagram's impending removal of likes from public view —...
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‘It’s still very much the Wild West’: Influencer marketing deals are now focused on performance
October 31, 2019
Brandon Billinger runs a parenting blog, The Rookie Dad, in his spare time. He doesn’t have millions of followers —...
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