Influencer

• Creative & Branded Content
• Article

A Blueprint for Managing Transparency Messages in Influencer Marketing

• JOURNAL OF ADVERTISING RESEARCH

With influencer marketing a fixture in many brands’ communications strategies, managing disclosures about these relationships gets tricky. A new study offers insights into conditions for transparency that can affect an influencer’s authenticity and engagement, depending on that person’s community size and the source of disclosure—whether the influencer, the platform or a lack of a message or no source.

• Article

CMO Briefs: Influencer Marketing: Best Practices, Trends & Covid’s Impact

Influencer marketing continues to grow ever more complex. Options are increasing and in today’s climate, striking the right tone with consumers is crucial. What consumers long to see is authentic relationships between brands and influencers. In just a few years, the paradigm has shifted away from a focus on major celebrities and toward niche, micro-influencers. So, while finding the right influencer is crucial, these complexities can make it challenging. Read more.

• Article

KaH: Influencer Marketing: Best Practices, Trends & Covid’s Impact

The growth of social media has made online influencers a more important marketing tool than ever before. At the same time, influencer marketing is growing more complex: Options are increasing and in today’s climate, striking the right tone with consumers is more important than ever before. What consumers want to see is authentic relationships between brands and influencers. In just a few years, the paradigm has shifted from a focus on major celebrities to niche, micro-influencers.  In sum, finding the right influencer is crucial and yet can be challenging.  Read more.

• Targets & Segments
• Article

Influencer Marketing: Best Practices, Trends & Covid’s Impact

Influencer marketing has grown more complex over a short period of time, and Covid has accelerated its development. Options have increased significantly while setting the right tone with consumers is perhaps more crucial than ever before. What consumers want to see is authentic relationships between brands and influencers. And the focus has shifted away from celebrities and towards niche, micro-influencers. The following Knowledge at Hand and CMO Brief cover a recent Knowledge Center report looking into the current state of influencer marketing, what the trends are, how Covid has affected this phenomenon and best practices when putting together an influencer strategy.

• Audience & Media Measurement
• Article

The Social Media Measurement Field Guide

• ARF SOCIAL COUNCIL

If you are new to social media measurement or could use a refresher, this guide is for you. It covers the metrics used for different types of social media marketing, sources for those metrics, KPIs, descriptions of useful study types, use cases, challenges, and appendices listing resources, key metric definitions and more. The field guide is the product of the ARF Social Council, a body comprised of leaders in the field hailing from major social platforms, brands, agencies, and relevant startups. The council revealed the guide’s top ten takeaways at a June 29 event. Now, the ARF offers its members the full and complete version.

• Article

JAR: Shoppers Like Explicit Donation Links in Cause-Related Marketing Ads

Companies increasingly target nonprofit web and social media followers by using cause-related marketing display ads on the websites of charity or nonprofit organizations. Two key formats are used: either transactional (representing an explicit donation amount that a consumer can make to the nonprofit) or nontransactional (representing online cause sponsorship). Which one is more successful? A new study has some answers.  Read the article.

• Article

JAR: Which Noncelebrity Endorser Is Best: Staff or Customer?

One way for smaller brands to save money on advertising is to use their customers and employees as endorsers, rather than spend big bucks (and risk fame fallout) on a superstar. So, which type of noncelebrity endorser is most effective, and under what circumstances? Findings from European researchers offer practical solutions to these questions.  Read the article.

• Creative & Branded Content
• Article

Which Noncelebrity Endorser Is Best: Staff or Customer?

• JOURNAL OF ADVERTISING RESEARCH

One way for smaller brands to save money on advertising is to use their customers and employees as endorsers, rather than spend big bucks (and risk fame fallout) on a superstar. So, which type of noncelebrity endorser is most effective, and under what circumstances? Findings from European researchers offer practical solutions to these questions.

• Article

JAR: Going Live: How “Shoppable” Ads Measure Up

Live, “shoppable” advertising has accelerated during the COVID-19 pandemic, along with big investments from influencers, brands and retailers. In response, researchers in London, Stockholm and the U.S. have collaborated on a typology for evaluating the value of this emerging platform. The work is essentially a launching pad for future investigation and measurement of liveness and shoppability in advertising.  Read the article.

• Creative & Branded Content
• Article

Going Live: How “Shoppable” Ads Measure Up

• JOURNAL OF ADVERTISING RESEARCH

Live, “shoppable” advertising has accelerated during the COVID-19 pandemic, along with big investments from influencers, brands and retailers. In response, researchers in London, Stockholm and the U.S. have collaborated on a typology for evaluating the value of this emerging platform. The work is essentially a launching pad for future investigation and measurement of liveness and shoppability in advertising.