Digiday

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.

When it comes to influencer strategies, most brands have set their sights on millennial and Gen Z influencers. Alaska Airlines is taking a different approach this spring: The airline is on the hunt for boomer influencers to create content at its own AK Boomer House later this year in California.

Ace Hardware is adding a paid and organic influencer strategy to its marketing mix. The nearly 100-year-old hardware retailer is new to the space and looking to get the attention of millennial and Gen Z consumers, particularly first-time home buyers, by working with do-it-yourself influencers.

This year, marketers are turning more and more to influencers to spread holiday cheer.

Travelers is building its use of influencers — comic book artists, musicians, lifestyle influencers and more — to reach new audiences. And over the last 12 months or so, it has started to use an organic and paid influencer strategy to get the attention of younger audiences.

As the advertiser boycott of Facebook continues to gather steam, with over 530 marketers committing to move ad dollars from the platform for at least the month of July, some are also pressing pause on influencer campaigns.

RXBar is using influencers like they would an agency. The company is handing over the marketing of its new limited edition flavors to social stars, letting them create the content to promote the flavors and posting it on their channels.

The 2020 presidential election may not only be the meme election but the influencer election.

Influencer marketing agencies prepare for the end of the Instagram like. Instagram’s impending removal of likes from public view — now in the testing stages — is forcing advertisers to reassess how they judge the popularity and reach of influencers.

Brandon Billinger runs a parenting blog, The Rookie Dad, in his spare time. He doesn’t have millions of followers — he’s got just over 1,300 on Instagram — but he’s worked with brands like Charbroil, Dove for Men and Facebook. As someone with under 10,000 followers, Billinger is part of the group of influencers (known as nano influencers) who are benefiting from a shift in influencer marketing as brands are taking a more nuanced approach to choosing the influencers they work with.