Digiday

Sway Group Founder and CEO, Danielle Wiley, comments on the influencer marketing industry following the fast-fashion giant, Shein, controversy.

CEO and Founder of Sway Group, Danielle Wiley, weighs in on the potential of working with older influencers and reaching

Danielle Wiley, CEO of Sway Group, advises on how to handle controversy during a campaign or partnership, amidst Bud Light’s

Danielle Wiley, founder, and CEO of Sway Group weighs in on why focusing on influencer marketing and streaming makes sense.

The focus on performance has led some marketers to lean more heavily on influencer marketing, particularly on TikTok as it

Bleacher Report’s social-first sports vertical House of Highlights is producing more creator-led content to establish more franchises and increase its

Digiday – Hollister is shifting to extended partnerships over a one-off, pay-per-post model with TikTok creators to build trust with its core demographic, high schoolers.

Abercrombie & Fitch is using TikTok to reintroduce the brand to millennial and Gen Z consumers.

The 130-year-old brand is running a paid and organic ad strategy on the platform as well as working with TikTok creators to do so. The reintroduction follows Abercrombie & Fitch’s overall brand transformation in recent years as it has slowly shed its reputation of preppy exclusivity for early Aughts teenagers to become a more inclusive brand aimed at twentysomethings seeking fashionable basics.

Bush’s canned goods is leaning into user-generated content (or UGC) — the company’s next commercial will be made by a creator.

Known for its canned beans, Bush’s is currently running a film festival contest — aptly named Bush’s Beans Can Film Festival — which aims to get people to submit their own films about beans via their social channels with the hashtag #BushsCanFilmContest. The winning film will serve as the brand’s next ad; the winning creator will earn $50,000.

We already know that holiday ads are coming early this year — getting people to shop earlier due to supply chain issues means advertising earlier, too. That’s not the only change marketers are making to their holiday plans: they’re are also increasing their investments in influencers and creators for this holiday season, according to influencer marketing and agency execs.

When it comes to working with influencers, Visible looks for long-term partnerships. The brand, a digital-only phone carrier from Verizon, believes that fostering an on-going relationship with influencers will allow the audiences of those influencers to get to know the brand and connect with it more than one-off posts.

When it comes to influencer marketing some brands — particularly those targeting Gen Z — are starting to consider using TikTok creators over Instagram influencers in their campaigns. The chance for seemingly anyone or anything to go viral, as well as the increased usage of the growing social platform, is alluring for marketers — leading some of them to earmark more influencer dollars to TikTok.