Welcome to our 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 find most fascinating each week.
This week China’s live streaming boom, News UK looks to influencers to fill their editorial vacancies and TikTok adds analytics. Carrying on reading to find out more…
TikTok adds analytics to their Creator Marketplace
This will be welcome news to brands looking to work with TikTok creators. The analytics tools, available via their Creator Marketplace, will include real-time insights into influencer campaign views, engagement rates, engaged audience demographics and more. Creator Marketplace is TikTok’s native influencer marketing solution, and it allows brands to locate relevant creators for partnerships based on focus topics, location and reach.
China’s live streaming boom
Live streaming sessions have increased in popularity in China over the last few years, and according to Deloitte the market reached $4.4 billion in 2018, growing 37 per cent on the year previous and attracting a total of 456 million viewers. E-commerce giants like Alibaba are jumping on the live stream trend to engage consumers and boost their sales.
Brands encouraged to invest more in long-term partnerships
The creator landscape is growing increasingly saturated, and influencers are becoming more choosy about the types of brands they endorse. So it’s no surprise that Influencer recommend that brands invest more in long-term partnerships which will feel more genuine to an influencer’s audience and provide opportunity for feedback on the partnership’s success.
How Marketers Can Utilize Instagram’s Branded Content Ads
Some 80% of marketers surveyed say that influencer-generated assets performed the same or better than their own branded content, yet, only 18% of marketers say that they’re able to integrate influencer marketing into overall digital marketing ROI calculations. Branded Content ads can scale a creator’s post to reach a creator’s followers – and then some – which allows brands to get more ROI for their influencer marketing spend.
News UK turns to The Fifth to help fill editorial vacancies
A year on from its launch, The Fifth now offers talent management and is using its books to fill editorial vacancies at News UK. The new agency will manage News UK’s content creators and journalists, offering the opportunity for them to partner with brands independently of the titles they work for.
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