Women have long been the primary target of many marketers, not just because they make up roughly half of the entire world’s population, but because of their sheer buying power: Reports vary, but it’s believed women drive 70-80% of all consumer purchasing decisions.
So now Casper is wary of influencers. Yes, the brand that nearly invented the term “disrupter” when it shook up the sleepy mattress industry with its flashy and ubiquitous DTC marketing, now seems to have second thoughts — at least that’s what recent media reports took from the $1 billion company’s recent pre-IPO filings.
This awards season, more events have been closed to press altogether, and stars have been scarce with red carpet sound bites.
While there’s no shortage of influencer marketing debacles (Google “Fyre Festival+Instagram”), some brands are taking a closer look at their relationships with celebrities, micro- and nano-influencers.
Over the last decade, the number of channels for marketing products has more than doubled. As expected, the amount of spending has matched the increased number of channels, with businesses in any industry striving to make the most of their advertising budgets so as to take advantage of as many marketing channels as possible.
Casper’s IPO shows risks of influencer marketing.
The end of another year means that we get to look back on the successes of the last 12 months and learn something from them. Social marketing campaigns, in particular, saw a lot of use during 2019, with varying levels of success. A few of the more prominent ones didn’t even seem as though they would gain traction at their initial release.
Sway Group, a full-service influencer marketing agency, in partnership with CreatorIQ, a proprietary software provider for tracking, managing and reporting on influencer marketing campaigns, has published a new research report, establishing industry benchmarks on engagement, while also revealing best practices for increasing likes, shares and comments by up to 3 times standard results.
Find out how Sway Group influencer campaigns on Instagram generate engagement rates that are 60% better than the industry average benchmark.
As influencer marketing continues to evolve and grow, those of us in the industry are tasked with the often-challenging job of not only staying current with trends but also looking ahead to the future. Here in the final days of 2019, it seems like a natural time to forecast where influencer marketing will go in the new year.
If it is true we are judged by the company we keep, and Facebook has decided to run political ads even when fake, will people start to think branded messages on the platform are fake, too? Is Twitter a safer place for brands given its decision to ban all political ads?
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.