Welcome to a brand new feature on our blog – a weekly update on all things influencer marketing, social media and content creation. We like to stay ahead of the curve when it comes to influencer-related things, and instead of keeping all of our findings to ourselves we thought we would share the stories, reports and announcements that we found most fascinating each week.
This week YouTube turned 15, Instagrans (yep, grannies on Instagram) were in the spotlight and engagement rates (once again) plummeted. Carrying on reading to find out more…
YouTube turns 15
What started with a video of Karim at the San Diego zoo is now a massive video platform with 500 hours of footage uploaded every minute and 2 billion monthly users, can you believe the platform is only 15 years old? This Guardian article explores what happened to some of the platform’s early stars and how their relationship with the platform has evolved.
“I thought it would be easy, but I quickly learned it was a grind. You had to get your own content out, have your own ideas, develop your own personality.” – Emmanuel ‘Manny’ Brown
Are the updated ASA guidelines impractical?
The ASA and CMA seem to update their guidelines for paid and gifted influencer partnerships every few months, and with the most recent overhaul there are worries that it could make disclosing more complex relationships between influencers and brands difficult. 96% of people in the UK saying they do not trust influencers, so making sure guidelines are easy to follow (and clear to the audience) is crucial to the future success of the influencer industry.
The world needs Instagrans
When it comes to social media, most people mistakenly believe it’s a young person’s world. How wrong they are! From Baddie Winkle, to Suzi Grant to Sarah Jane Adams, Instagrans are taking over our favourite social media platform and breathing new life into the fashion industry. This BBC video dives into the impact social media can have on the older generation, helping them to develop cognitive skills and build social connections.
The Value of Contracted Influencer Marketing Campaigns in Travel
User generated content and recommendations from trusted influencers can be incredibly powerful for the travel industry, turning lesser known destinations into hotspots practically overnight. Therefore, it’s no surprise that Influencer have suggested that contracted influencer marketing campaigns should be used more frequently. Introducing a contract into travel campaigns gives brands more creative control, the ability to build long-term relationships, a guarantee of traffic being driven to their pages and the chance to work with higher quality creators.
Plummeting engagement rates on Instagram
Since the introduction of an algorithm to Instagram in 2016 a lot of users feel the reach of their posts has been dramatically reduced. As each algorithm update or new feature comes along, there’s a collective groan as engagement rates plummet. But it’s not all doom and gloom, in fact Ogilvy UK head of influence, Rahul Titus, believes the drop in engagement is a good thing as it discourages brands from relying on vanity metrics to determine the success of each campaign.
Want to connect with some of the UK’s best influencers and learn more about how to make your mark on social media? Find out how you can showcase at BorderlessLive 2020