May 2024 Influencer Marketing Roundup
May brought the Upfronts, Newfronts, a host of new Instagram features, 60 minute TikTok's and much more. We are breaking down the top stories in social media and influencer marketing, best brand influencer activations, and reports worth reading from a busy month.??
SOCIAL PLATFORM UPDATES
META
TLDR: Instagram's Creator Marketplace is getting an AI-inspired makeover with machine-learning insights to help finding creators who fit campaign goals easier. A new Reels “Image Expansion” tool will automatically resize content to fit multiple formats, and Adam Mosseri made it very clear that creators are the present and future.?
TLDR: The likelihood that people will explicitly share your post is seemingly the key focus of the IG algorithm at present, not watch time, nor other forms of engagement. This makes it all the more valuable to create content with shareability in mind.?
TLDR: This was one of several notes shared by the IG crew at a creator event in New York, at which Instagram CEO Adam Mosseri answered various questions about the platform. The current maximum posting length for Reels created within the app is 90 seconds, but you can upload longer clips by making it a post. Instagram’s been experimenting with 3-minute and 10 minute Reels uploads. Though evidently, those experiments haven’t been going great, given that it’s advising people not to do so.
TLDR: The “Lately” Story extends the life of your Stories beyond 24 hours, while also giving profile visitors more context as to the type of content that you post to your Stories feed. With users posting less and less to their main profile than they have in the past, Stories engagement is stronger, which is why Instagram continues to develop new ways to double-down on Stories elements.?
TLDR: Instagram’s working on a new Memes option within its Reels editing tools, which would enable you to add popular meme elements into your clips. The meme option would give you access to a range of popular, animated meme elements, which could then be overlaid on your Reels.
TIKTOK
TLDR: The purpose of the increased time limit is to give creators the opportunity to experiment with new or expanded types of content with more flexibility. Of course, this puts TikTok in even more direct competition with YouTube. By giving creators the ability to upload 60-minute videos on TikTok, the company is likely hoping that creators who normally post their content on YouTube will also post their videos on its platform.?
TLDR: The day's announcements included TikTok One, which will provide a centralized platform for brands to access creators, production partners and insights (and includes the TikTok Creator Marketplace and the TikTok Creative Challenge). The Branded Mission offering will now include the popular Duet feature. And Symphony AI will offer automated tools for scriptwriting, video production, and asset optimization
TLDR: TikTok has launched a new dashboard where creators will be able to manage all aspects of their TikTok presence, including video uploads, editing, performance analytics, and more. Called TikTok Studio, the new platform is an updated version of its Creator Center platform, which enables creators to manage their TikTok presence on desktop.
TLDR: TikTok announced its TikTok Change Makers Program, which includes fifty global creators who “create a positive impact on and beyond the platform.” Creators in the program will get support from TikTok, and on each creator’s behalf, TikTok will donate $25,000 to a non-profit of their choice.
TLDR: A new collaboration feature has been spotted on TikTok that would allow creators to invite up to 5 other creators to collaborate on a post, similar to Instagram’s collaboration feature.
领英推荐
TLDR: After pulling its music from the app in February, UMG and TikTok have announced that they have come to terms on a new multi-dimensional licensing agreement. TikTok says that it will now work with U.M.G. on new monetization opportunities by “utilizing TikTok’s growing e-commerce capabilities.”
TLDR: The dispute between TikTok and the United States government is headed to the courts (again). After challenging state-level laws that sought to limit TikTok’s U.S. availability, the app is preparing to mount a legal offensive against the new federal law that attempts to force either a TikTok divestiture or a Stateside ban.?Arguments will start to be heard by the courts in September.
TLDR: A fresh slate of products will give brands new ways to capitalize on those “creator-fan connections.” At Brandcast, YouTube announced the official launch of branded QR codes, non skippable TV ads, and YouTube Select Creator Takeovers, a product that lets advertisers “collaborate with top creators to own 100% share of voice on their channel.”
TLDR: To help creators decide what to dream up and share next, YouTube is experimenting with a tool that uses AI to surface content inspiration. The tool will provide content pointers and notes based on viewer trends to help creators come up with ideas for their next clip.
TLDR: X is aiming for a double impact here, by not only giving users more freedom to like whatever they want, without fear of someone looking up their Likes later on, but also, with that expanded freedom, X is hoping that users will then Like more stuff, thereby giving it more signals to refine its algorithms
BRAND INFLUENCER HIGHLIGHTS:
REPORTS WORTH CHECKING OUT
TLDR: Valued at $250 billion, the creator economy is expected to double in size over the next five years. Deloitte’s report, "Creator Economy in 3D," reveals that 60% of surveyed consumers are more likely to engage positively with or purchase from a brand recommended by a creator they follow, and that top-performing brand-creator partnerships tend to have multiple creators, prioritize creators with mid-range follower counts, and allocate a significant portion of their social media budget to creator initiatives.
TLDR: The vast majority of those survey respondents (86%) reported making a purchase based on influencer content at least once per year. And four in five of the surveyed consumers said they’re more likely to buy from brands whose work with influencers extends beyond sponsored social content, such as in-person activations or multichannel campaigns.
TLDR: The report demonstrates how influencer marketing is driving more consumer purchasing decisions than digital advertising. At least 61% of people surveyed said they bought a product based on an influencers’ recommendation or promotion, compared to only 21% who clicked and followed an ad on social media.?
TLDR: According to an eMarketer survey, 53.1% of US Gen Zers watch long-form videos on social media, although short-form content is still more popular, watched by 61.6%.
CEO Founder Mentor The Benevolent Elephant.org The Umbrella of all other Divisions/ / Core operations remain in Silicon Valley. 63 other internal outposts 64 external!
5 个月Spectacular but we need to refine the demographic targeting! The content has to be related to the target we having congruence! Influence is not always positive in a marketing model you have mismatch