Social Media & Influencer Marketing Trends - March

Quick Hits

• Facebook is enabling headlines for Instagram Feed Ads using automatic and mixed placements.
• Twitter's testing a new option which would enable users to hide selected tweet replies.
• Google is bringing Shoppable Ads to image results.
• Facebook ROAS will now be aggregated and no longer be split into mobile, web and On-Facebook.
• LinkedIn messaging adds availability tool for scheduling meetings.
• Pinterest has filed for an IPO, listed under the NYSE as PINS.

Pinterest is ramping up its eCommerce tools

• In addition to “More like this,” Pinterest will be adding a “More from [brand]” option.
• Brands can now upload their full catalog to the platform, and turn their products into dynamic Product Pins.
• Shopping Ads will be available to all businesses.

Instagram has a new format for branded content

• Brands will be able to promote content from celebrities and influencers directly through branded content ads, similar to whitelisting on Twitter.
• WHY THIS MATTERS: Before, influencer content only reached the influencer’s audience, and was re-shared on brand channels. Now, brands can promote in real-time, reaching their own audiences as well.

LinkedIn Adds New Ad Targeting Options, Including Lookalike Audiences

• Lookalike Audiences will enable you to upload an email list from your CRM, and pair it with users who share similar traits.
• This will allow companies to detect new user segments based on job title and position information, reaching decision makers directly.
• Audience templates will allow advertisers to search for segments related to their business.
• There are currently 20 predefined B2B audiences to choose from, with more coming in future months.
• Interest targeting is also being improved utilizing search data from Bing.

Instagram Launches In-App Checkout for Shopping Posts

• Brands will no longer need to direct users to their website to checkout.
• Initial partners include Adidas, H&M, Nike and Prada.

Twitter revamps camera, similar to Instagram

• The camera is designed to promote more sharing of photos and videos on the text-centric network.
• Live-streaming can happen seamlessly on the app without Periscope branding.

New Data Released from GlobalWebIndex Social Media Flagship Study

• More than 4 in 10 digital consumers use social networks to research new brands or products.
• 28% of users engage with live streams each month.
• Usage is tied between staying in touch with family and friends and keeping up with the news.
• More than a third of internet users say they follow their favorite brands on social media, while 1 in 4 follow brands which they are thinking of making a purchase from.
• 16-24 year olds are more likely to follow brands (42%).

Extend the Shelf Life of Influencer Content

• There’s been a shift in the industry from pushing products to building relationships, changing consumer’s expectations.
• Consumers want authentic relationships with brands.
• 90% of millennials say brand authenticity is important to them. (Stackla)
• 60% of consumers say UGC is the most authentic form of content. (Stackla)
• UGC is now 20% more influential than other types of media in informing purchases. (Sprout Social)
• 74% of people trust social networks to guide purchasing decisions (Digital Marketing Institute)
• Influencer marketing campaigns earn $6.50 for every dollar spent (Digital Marketing Institute)
• With today’s technology, everybody has the ability to create high-quality images and videos on their cell phones.
• To capitalize, scrape existing UGC content to find and activate niche influencers.
• When developing influencer briefs, consider the voice, authenticity and quality.
• Empower influencers to create content that’s authentic to them by not providing too many guidelines.
• Treat influencer content different than traditional content channels by striving for real, imperfect imagery.
• Focus on influencer fit and quality of content, not follower count, to build long-lasting relationships.
• Boost top-performing influencer content through Facebook Ad Manager to reach new audiences.
• Influence future content creation by sharing a variety of social content.
• Utilize content in email to increase CTR with engaging and dynamic visuals.
• Create scalable, authentic content to fuel e-commerce pages, enhancing product pages with personalized & diverse content.

Invest in Lasting Influencer Relationships

• When looking for influencers, determine how engaged the influencer will be with your brand and the content their creating. Numbers aren’t everything!
• Don’t forget the influencers goals. Make your partnership mutually beneficial.
• The best influencer relationships are consistent, relevant and interactive. It’s not just about promotion.