???? Changing role of influencers and attention

Issue #309

Social media is a moving target. Platform changes are a risk. Clients are unsure what metrics to target and which platform. My answer: meet the audience where they are. Influencers are shifting in this direction as the growth of private communities (owned audiences) shows. It is only natural creators want to take control of their relationship with their fans. For brands you have to find out where your customers dwell online to first capture their attention. And when you’ve found some true fans, create a place to communicate with them directly. Happy Thursday, Simon.

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The influencer era is changing

First things first, influencers aren’t going anywhere, But the way they operate is set to evolve. Simple product placement doesn't quite have the same traction it once did. For people to notice, there needs to be some kind of connection between the influencer and product. So where is influencer marketing heading? Some believe there will be a push for B2B influencers, with a focus on employees. At the same time, influencer-led communities will appear, with a move away from socials to private platforms and a focus on quality over quantity.

Discrimination in the influencer industry

These changes in the influencer sector could reduce the discrimination that occurs. A new report has found that creators with a darker skin tone earn just under 45% less than those with a light skin tone. In many cases, brands are setting these prices, but if the sector moves towards more influencer-led communities that offer genuine connection, it could rebalance things.

Seeking active and passive attention

The new influencer era could also see a rise in passive attention. The metric of total attention combines the two ways we engage with information - actively and passively. Active attention are big moments we can’t miss while passive attention is more subconscious. When It comes to marketing content, you want both types of attention, but passive gives you more value for money. As the influencer sector changes - moving away from quantity to smaller groups - the opportunity for passive attention increases.

Cool tools

It is made by a voice cloning startup, but an AI tool to create sound effects from a few prompts doesn’t appear to have the same ethical issues. Hopefully they haven’t sourced the sounds for waves crashing or birds chirping from some copyrighted wilderness documentary.

Hot Tips

Next in our occasional series of ‘anti-tips’ we have this video on what DIY film-making tips to ignore - don’t worry it has a positive spin.

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Happy Thursday

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Were you forwarded this? Subscribe here. This week’s newsletter was written by Tim Colman & Simon Kearney and edited by Jeko Iqbal Reza. Gifs produced by Bayu Wisena.