How micro-influencers can become integral to impactful marketing campaigns

The influencer marketing industry has been subject to great scrutiny in recent years with concerns about trust, transparency and authenticity looming over brands and influencers alike. As a result, consumers have become more skeptical, the Advertising Standards Authority has enforced much stricter rules on the discipline, and social media giants have introduced new measures to keep their platforms free from fraud. It’s no wonder then that micro and nano-influencers have become the...

16 April 2020 | Advertising

Why the obsession with an influencer’s reach is over – and where to target instead

With new opportunities, such as Instagram’s branded content ads and shoppable posts, the influencer space is changing rapidly. Vamp hosted a survey with 124 marketers to find out how they collaborated with influencers, what they prioritised and where they had found success. The results showed that the biggest changes in influencer marketing hasn’t been the hiding of likes or cracking down on fake followers, it’s the monumental shift in marketers’ priorities.

27 February 2020 | Campaigns

Will Eagle, Read This If You Want To Be YouTube Famous author: On authenticity, attitude and audience

“Video is an acquired skill,” explains Will Eagle, author of Read This If You Want To Be YouTube Famous. “It’s not the same as Instagram – anyone can take a picture and apply a filter.”

Eagle, who spent four years as a brand strategist at Google working primarily on the video platform, put together his new book based on a survey which found three quarters of young people interviewed wanted to become YouTubers. Yet long gone are the days when...

24 January 2020 | Best Practice

As influencers increasingly create video content, what does this mean for brands?

If a picture is worth a thousand words, a video must equate to millions. At least, that’s what social media users are banking on. The number of videos being created and shared across social platforms has soared in recent years.

Photo sharing platform Instagram has shifted its focus to video recently, with the Instagram Stories feature - and over on YouTube, 400 hours of video are uploaded to YouTube every single minute.

Platforms have been telling us for a while...

24 January 2020 | Branding

2020 resolutions for influencer marketing: Taking responsibility and control

2019 was a tricky year for influencer marketing. It started with the release of Netflix’s ‘The Greatest Party That Never Happened’ which documented how Fyre Festival’s organisers used influencers to dupe consumers, and then it ended with three well-known UK influencers unknowingly promoting a diet drink laced with cyanide.

With the spectre of Fyre Festival hanging over the industry and warnings from the ASA about ad labelling, 2019 saw more scrutiny of...

10 January 2020 | Best Practice

Will Black Friday have all the influence in 2019? Why preparation and measurement are key

You’d never think looking at it now that 10 years ago Black Friday was relatively unknown in the UK. However, since the acceleration of the digital age and a more global marketplace Black Friday is quickly becoming one of the key dates in the retail calendar. Last year alone saw UK shoppers spend over £7billion as they hoped to snap up bargains in time for Christmas.

Of course the real winner for Black Friday is the online retailers as half the fun for buyers is...

22 November 2019 | Commerce

Safeguarding brand value: Why brands should take a data-first approach to audience integrity

2019 has been another important year for influencer marketing, as more and more brands wake up to the advantages of using influencer marketing to connect with their customers and drive business.

According to a recent study, the spend on influencer marketing is expected to reach $15 billion by 2022. The combination of an increasingly sophisticated consumer pool, massive upsurge in social media consumption and the rise in ad blockers that has made traditional advertising progressively...

21 November 2019 | Branding

NetBase: On using social listening and influencer marketing to ‘get more with less’ for campaigns

When the concept of social listening platforms first came about, it was that rarest of things in martech: a ‘solution’ which actually solved people’s problems. As data created on the social web reached ever-increasing levels, this made sense – but what’s more, being able to take this data and create insights from it was the real jam in the sandwich.

John Tyrrell (left), senior vice president EMEA at social listening and influencer marketing platform...

19 November 2019 | Automation

Instagram confirms it is hiding likes in the US: The agency and analyst perspective

Instagram has been dabbling in the waters of hiding likes, but with the news last week that the US was being tested the company jumped right in – and certainly made a splash in the process.

Speaking at the Wired 25 event in San Francisco, Instagram CEO Adam Mosseri confirmed the rollout. The system, which has seen test initiatives take place in seven countries this year including Australia, Canada and Ireland, will mean some users, while being able to still personally see how...

18 November 2019 | Attribution

Demystifying influencer marketing: How brands can build relationships with a data-driven culture

When it comes to the practice of working with influencers, I come across a lot of fear and caution amongst marketers. Whether it’s the fear of influencer fraud, uncertainty around how to measure results, or an inability to understand the impact of their investments, people remain wary.

Yet, influencer marketing is one of the highest potential practices for brands. An influencer’s voice can often be seen as more credible than a brand’s own. So, it has never been...

8 November 2019 | Branding