Influence Weekly: Recent Episodes
Influence Weekly
Listen to my short intro. Then Read, Read, Read!
Thank you,
Andrew Kamphey, Editor
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This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Hello,
Listen to the audio note attached.
Read this week’s newsletter early.
Executive Summary
Bread Machines are up 652% in online sales compared to March 2019.
80% would participate in a charitable campaign without compensation.
PR sees less negative impact. The most negative impact from Covid is in Media Planning / Buying.
-Andrew Kamphey
P.S. A new project, I just launched. Tutorials to show you how make better google sheets: bettersheets.co
4 free tutorials now for you to learn. How to Make Magic happen with Checkboxes. Improve the design of your google sheets to be easier to read. and much much more.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Hello,
I don’t say this often but this is truly a rockstar edition. Two reports that show real data about the marketing industry and consumer spending. These two reports should help you navigate the rough waters we’re currently in.
Listen the audio note I included. I go over the highlights and a few of the top stories in this week’s edition.
Enjoy,
Your Editor: Andrew Kamphey
Paid subscribers get this preview every week. You’re getting because I think this is beneficial to you right now. It’s $5 a month to support this work and keep getting more of it.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Hello,
Here’s a free preview for all! Listen to the audio note for a quick highlight reel and what to expect, or not expect over the next couple of weeks.
Executive Summary
Creators help fight COVID in unique ways.
Start a new business from home. #StayAtHome
Some Digital brands are increasing their spending.
Thank you,
Your Editor, Andrew Kamphey
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Note: thanks to Shane Barker for the inspo and Influence.Co for the data.
Hi All,
This is a special deep dive into an older dataset, but I think it shows something very powerful for all involved in the influencer ecosystem.
The last two years I heard a lot about Micro-influencers and the fact that they had higher engagement rate.
But at least in my experience, and now hearing from many in the industry, the micro-influencer segment is fraught with non-professionals and non-great content.
Make sure to listen to the 10-minute audio note attached for context and analysis.
My opinion: Engagement Rate should only be used to compare two influencers who, for all other metrics and brand fit, are equal.
That means, I wouldn’t compare a creator with 10k followers and 10% engagement rate to someone with 100k followers with 3% engagement rate.
I would compare two creators who have 100k followers… A with 3.5% engagement rate and B with 2.5% engagement rate. These two, because follower count is equal, I would compare with their engagement rate.
To reiterate: When all else is equal, compare engagement rate.
With this in mind I wanted to see, with data, if we were missing some other… better…metric to compare influencers.
On LinkedIn Shane Barker shared a great article that included a chart of engagement rates across a large variety of sized influencers.
That data was from Influence.co’s Engagement Rate and Pricing study.
Here is the cost of a sponsored post across the same size creators.
I combined the two data sets, added a bit of math…
and now we have Cost Per Engagement per size of audience.
Here’s the resulting chart in a google doc.
One more thing to add, this cost per engagement is from more than 2 years ago. The data involved is from 2017, and reported on in 2018. For all I know these numbers could have changed… maybe.
Clearly in this cost per engagement column we see that efficient money spent is spent on top creators. But that is obviously not the whole story.
Micro Influencers do have their place in the Influencer Marketing ecosystem. Every campaign is unique and every KPI is unique.
There are absolutely a need for using micro influencers in your influencer marketing mix. I just wouldn’t bet my house on them for every campaign for every brand.
Thank you,
Andrew Kamphey
Consider becoming a paid subscriber and getting more of this kind of content in your inbox. I do deep dives of reports, audio investigations, and more. It’s $5/a month or $50 a year to make sure you’re getting smarter every week.
NOTE: Paid subscribers got a deep dive into Collectively’s influencer marketing benchmark report. And will be getting more deep dives over the next few weeks as more reports come out about our industry. i.e Linqia, and Influencer Marketing Hub have released epic reports.
P.S.
Also, consider comparing this cost per engagement with the cost for paid ads on Instagram.
Data from Soulmates.ai on February 27th, 2020
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Recently I was honored to be a guest on Nfluential’s Coffee Conversations podcast.
Listen to both part 1 and part 2 for the full hour long conversation.
And then I remembered I’ve been on two other podcasts this past year.
And nearly every week I get on the phone with a reader or two. Sometimes it’s a tech firm, sometimes an investor in the space, mostly it’s with people at agencies.
There are some topics we keep on talking about. Time and time again. Publicly and privately.
In addition to my past conversations…
Today I offer you a monologue of sorts, where I talk through what I’ve been talking about recently.
Metrics and movements in the industry that I see taking shape.
Maybe you have some thoughts on these topics too. I’d like to to hear them.
If you have any rebuttal or context you’d like to add, feel free to reply directly to this email or post on linkedin and tag me: https://www.linkedin.com/in/andrewkamphey/
Let’s jump on a call.
SHOW NOTES
This is gonna be Meta. It’s a composite of many conversations.
I have Bias. We all have bias. Here’s my distinct biases.
And my editorial ethos for Influence Weekly. Each article should be:
Net-Positive for the industry.
Data-Informed… Quantitative, Qualitative or Empirical data.
Insightful… Actionable and Useful to someone.
Influencers. Yes we talk about Influencers. But not the way you think.
Fakes, Frauds, Brand Safety. All the bad things that can happen to us.
Technology: The unseen gigantic opportunity for all of us.
Legal Compliance. Big noise this past year, rightfully so.
Future of Influencer Marketing: Every Part of Marketing.
One antidote to the bad things is better Campaigns.
Hope you had a good time.
Later this week deep dives into the latest industry reports will come out.
Make sure you’re a paid subscriber. Try it for $5 a month. That’s all.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Hello,
Short audio note gives context to this week’s articles and highlights the ones that may be worth a deep read.
Thank you for your support!
-Andrew
If you’d prefer to get this before everyone else, consider paying $5 per month.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Talking Points is the podcast that lets you hear the discussion happening inside of Influencer Marketing Agencies.
Today’s Guest Hosts are Meghan and Frankie from The Goat Agency.
Most of the time The Goat Agency is making news… making vlogs, podcasts and more. Now the duo of Meghan and Frankie take on the news. What’s going on this week and how it affects their agency?
They ponder the ramifications of sustainable fashion influencers. Get their POV on why they (Goat Agency) made the 100 Most Influential People list in 2019. And will Facebook’s Brand Collabs Manager be the death of Influencer Marketing or the birth of a new era?
Listen as they discuss the Talking Points.
Read along while they discuss the big issues of the week.
SHOW NOTES
Fashion Influencers Turn Sustainable
Sustainability will be a big trend in 2020.
Influencers reflect Society.
As an Influencer, people can tell if you’re into it.
Influence 100
Goat’s on the list because of the Vlog and their campaign work.
Wonder if there will be more Tik Tokkers next year.
Facebook Brands Collab Manager
This shows how big the opportunity is for Influencer Marketing.
People think Instagram is looking to stop Influencers, but this is sorta helping them.
Frankie: I haven’t opened Snapchat in years.
Kylie Jenner
She’s built up her own brand and sold it on to someone else.
The Sidemen in the UK are building a brand. Looking beyond short term checks.
2018 - Influencer Marketing Legitimized itself.
2019 - Took Influencer Marketing to the next level.
2020 - What’s in store?
Connect with Goat Agency on LinkedIn.
Thanks for listening. Make sure you’re getting the email edition by signing up here: http://www.influenceweekly.co/
While the Newsletter will be sent every Friday, Talking Points, this podcast will be taking a break till mid January.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Talking points is the podcast guest hosted each week by a different agency in the influencer marketing space. They cover the topics and news in Influence Weekly as well as share their own experience working day to day in the industry.
Today’s Guest Hosts are Justin and Sean from Trending Family.
Follow along as they use Edition #106 as the Talking Points.
Justin and Sean discuss the things that stood out to them on Influence 100. They also discuss Groceries, India, TikTok. Justin points out a missed opportunity in a Campaign. Athletes need to up their game, Justin and Sean point out.
Show Notes
Influence 100
Creators are susceptible to the whims of the platforms.
Incumbents are waking up to Influencer Marketing.
Justin Moore and Trending Family do show up on the Watchlist. Check out their Podcast: “Sponsored Post”. Here’s the episode he interviewed me, Andrew Kamphey
Grocery Influencers
Exciting to see bloggers up their game and get into video.
Really great first step to work with with these niche content creators for businesses who want to get into IM.
India
Massive numbers and great place for businesses to jump into.
TikTok: For brands who are willing to invest into something more speculative, the rewards are aplenty.
VistaPrint
Justin points out a missed opportunity in this campaign: showcasing Rosanna in the new landing page they are pushing the consumer to.
Athletes
Athletes may have been influencers before “influencers”. And now may have to up their content game, their engagement game. Getting beyond just endorsements and use of their likeness.
Make sure to check out Sponsored Post, a podcast by Trending Family.
Quick reminder that paid subscribers get special content and many times they get it early. Influence 100 was sent to paid subscribers a week early.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Hi,
A quick note: Most of the insights are in the audio. I just wanted to make sure you had access to the original report which is a free download on Later.
Later and Fohr did an excellent job of getting this data together and reporting on it.
The Key Takeaways of the report are in the report. I recommend reading it yourself. in my audio note I dissect and critique the findings by diving deeper into their numbers.
If you haven’t yet, here’s the key takeaways Later published in their blog:
Influencers are posting to the grid less frequently
Longer captions get better results; In 2020, our feeds will be filled with an average caption length of 405 characters — which averages out to be 65-70 words!
Over the last 4 years and learned that the average number of hashtags in an influencer’s post has almost quadrupled!
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Talking Points is the podcast that takes you inside of agencies while they discuss the highlights and takeaways in Influence Weekly. What’s going on in the Influencer Marketing industry this week….. we’ll find out.
HYPR is back as guest hosts this week of Talking Points.
Gil and Kayli from HYPRBrands walks you through the newsletter’s highlights.
Show Notes
HYPRBrands’ Tik Tok Survey, asks…Is Tik Tok really a big deal?
They find a stark difference when looking at different age groups. Overall over 60% of users don’t use TikTok, where as over 60% of Gen Z spends a ton of time on TikTok.
YouTube is the only platform that is rated as a non-toxic place. 97% spend some time on YouTube.
It’s one thing to say that Instagram and TikTok have a big market share. It’s fair to say that many are not spending a lot of time on TikTok
Akira Coffee
This Is really cool because we’re seeing brands built around Influencers instead of influencers promoting brands.
42 Statistics
For Gil the most surprising was: 93% of influencers have never been asked to verify they don’t have fake followers.
Best quote of the episode
Influencer marketing can’t expand unless it shows impact on sales.
Thanks to Gil and Kayli for hosting!
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
I collected an epic list of 42 stats that show the power of Influencer Marketing. The stats all come from reports I’ve featured in Influence Weekly emails in the past two years.
While compiling that list I found this stunning similarity… or discrepancy between two surveys of marketers done in early 2019.
Two reports claim that ROI is the top challenge for Influencer Marketing Marketers. But it turns out that in one study 52% of marketers surveyed answered ROI while in another survey of marketers 28% of the marketers answered ROI.
In both studies, ROI is the top answer. It’s #1. But in one, there are almost twice as many responses for ROI than in the other survey.
How could this be?
I wanted to get to the bottom of this and figure out how could two surveys ask the same question to seemingly the same types of people. And get very different answers, yet the same answer. What is the discrepancy and why does it matter?
Listen to the audio note along with this email to learn my take on this discrepancy.
Check out the three on the right which make up the difference….
I think this is where the difference lies.
What is the root cause of a ROI Challenge?
Pricing
Measurement
Attribution
Thank you,
Andrew Kamphey
Paid subscribers got an early preview of the 42 stats. $5 a month gets you early access to everything I’m creating.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Nike’s losing to Fashion Nova.
A farmer’s making more from his YouTube than his crops.
Influencer’s aren’t even calling themselves Influencers!
This week’s guest hosts, Jason Harris and Brendan Gahan from Mekanism, discuss all the highlights from Influence Weekly #104.
Show Notes
Why don’t Influencers call themselves Influencers?
93% of Influencers never been asked if they have fake followers.
Get all 42 Stats About Influencer Marketing here.
Brendan points out tons of growth across creators and channels, Year over year.
Millennial Farmer shows us a great creator outside of the mold of Kardashians.
Tribe Dynamics shows the EMV for the top Apparel brands in October.
Fashion Nova is killing it with influencer marketing, Double the EMV of Nike in 2nd place.
Fiverr is leaning into an existing audience with their Influencer Store.
Use all the 42 stats to sell influencer marketing to brands or your friends.
Get all 42 Stats About Influencer Marketing here.
Check out Jason’s book is The Soulful Art of Persuasion
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Hello, Welcome to the Talking Points series. Where agencies take over your earscape to react to the week’s Influencer Marketing news.
This week’s guest hosts are Maira and Aleks from MG Empower
The articles they discuss are from Edition #100 of Influence Weekly.
Their conversation touches on:
Influencer Marketing Awards
How fashion brands are rethinking influencer marketing.
Target’s YouTube series.
Connect with them:
on Linkedin
or Instagram
If you’re not getting the text version on Fridays, reach out to hi@influenceweekly.co and I’ll rectify the situation.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
This is an audio version of Influence Weekly. Read the newsletter on Fridays
Today’s Guests Hosts are Maarten and Luka from Influo.
From Belgium, these hosts go deep into the newsletter.
Follow along here
Maarten and Luka bring to the podcast a lot of their own experiences.
They list a ton of the factors in influencer post pricing.
What’s new in restaurant marketing?
What’s the department that should own Influencer Marketing?
SHOW NOTES
71% of Influencers not calling themselves “Influencers” isn’t shocking.
“Influencer” has been a word since early 2019 in the English dictionary.
Not just influencers are changing the restaurant industry, we all have changed our experience of eating.
There’s no secret formula to setting the rate for influencer posts.
Influencers and brands alike ask the question: “How much is a good price for a post?”
Which Department should own Influencer Marketing? They claim P.R.
Make sure to check out Influo.com
If you work in Influencer Marketing and wish to guest host an episode of Talking Points, then email me at hi@influenceweekly.co
Thanks for listening!
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Today’s guests are James Creech and Thomas Kramer from Paladin Software.
Make sure to listen to James’ All Things Video podcast.
Their analysis is much aligned with my own: data-informed. Their expertise in the industry shines throughout their conversation based on last week’s Influence Weekly.
Follow along as they read and analyze Edition #98.
SHOW NOTES
No big surprise that social is making more money now that people are spending more time.
Feels like Facebook can win the arms race for streamers.
Not surprised people won’t disclose ads unless there are regulators.
Instagram hashtags are all in English, but not every major influencer is using English.
Mark Zuckerberg spoke out about the power of free speech.
If you want your agency to guest host an episode, email hi@influenceweekly.co
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Today’s Guest Hosts are Gil and Kayli of HYPR
Gil and Kayli bring their expertise in Influencer Marketing to the forefront to analyze this week’s news.
Read along to Edition #97 here
SHOW NOTES
Mental Health influencers now using text on Instagram with great success.
How do you include advertising in Tik Tok? The team is conducting research to see how prolific TikTok really is.
Fraud happens when a campaign goes live and an influencer feels pressure to hit goals, and is not always predictable beforehand. Need a real-time fraud solution.
Influencers are building platforms and guides for other Influencers now.
You can buy a Harambe Cheeto for $100k.
Gifting products is used as often as actually paying for sponsored posts, and influencers don't seem to mind much of the time.
Only 23% of influencers earned more than 1,000 British Pounds per year.
Make sure to check out HYPRBrands.com for more from Gil and Kayli.
If you wish to guest host an episode of Talking Points, email me at hi@influenceweekly.co We have a few more spots open until the end of the year.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Today’s Guest Hosts are Tony Tran, CEO of Lumanu, and Natalie Silverstein, VP, Brand Marketing and Culture at Collectively Inc.
SHOW NOTES
Tony’s Trends: I see the maturation of Influencer Marking and Retail Evolution.
One camp talks about rise of micro-influencers and the other talks about repeatable activations.
Natalie: Makes sense to build ambassadorships.
Creators are not just an asset you can have a transactional relationship with.
Advertisement creates culture and responds to culture.
Tony: There’s no one size fits all.
Natalie: We’re dealing with every niche imaginable.
Tony: What works for ads, doesn’t work as influencer ads.
Connect with Tony on LinkedIn.
Connect with Natalie on LinkedIn.
If you wish to guest host an episode of Talking Points, email me at hi@influenceweekly.co
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
This week’s guest hosts are Alexander and Brittany Hennessy from Carbon August.
Follow along while they analyze the news: Influence Weekly #93
Get ready for either Humor or Contention. They’ll be stirring up a ton of debate with the strong opinions of why people are doing some of the things they’re doing in Influencer Marketing.
You can follow Brittany on Instagram at @mrsbrittanyhennessy
You can follow Alexander at @mralexanderhennessy
If you work in Influencer Marketing and wish to guest host an episode of Talking Points, then email me at hi@influenceweekly.co
Thanks for listening!
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
This audio version of Influence Weekly is here a bit early. I’ve sent this Friday morning instead of the regular Monday. Thought I’d see if you’re more interested today than on Monday.
Read along here: Influence Weekly #93
-Andrew
P.S. Any feedback or critique is much appreciated.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Guest Hosts Rachel Clay, Head of Social Media & Influencer Marketing and Juliet Watkin-Rees, Marketing Executive from Matter of Form.
Follow along by reading Influence Weekly #92
SHOW NOTES
Travel Influencers
Article was rather negative, and our experience has been positive.
Content needs to be relatable, and authentic.
Brands and Resorts struggle to vet influencer profiles.
Cost of Being an Influencer
I’m Guilty of spending on brunches, too.
Interesting take on this topic, the cost of content production.
Instagram is building transactional channels and may change the cost of content.
Matter of Form is 10 years old and has educational resources.
We run several bespoke luxury brand campaigns, Smashbox, Estee Lauder, etc.
Older Fashion Influencers
Pleased to see this. Instagram is misunderstood as only used by Millennials.
If you look closely enough, You can find profiles for anyone.
Lovely to see people who embrace their age.
Influencer Fraud
Such a small percentage of influencers who have engaged in fraud.
Don’t take the fraud as a headline for the industry.
Influencers we work with are very top end and are creators, artists, entrepreneurs. They want to tell stories, and build relationships with businesses.
Matter of Form is a global digital branding and innovation agency specialized in working with luxury brands.
If you’d like to guest host Talking points, email me, Andrew, directly at hi@influenceweekly.co
Thank you for Listening,
Your Editor Andrew Kamphey
P.S. Pardon the lack of my own audio version (The Takeaway) this week. Got a cold and opted to just send you this quality analysis from Matter of Form.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Please enjoy this audio version of Influence Weekly #91.
Read along here: Influence Weekly #91: Campaign Case Studies from Brother, iDeal, RCA and The Navy
Thank you for listening,
Andrew Kamphey
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Good day.
Please enjoy this week’s The Takeaway. The audio version of Influence Weekly.
Read it here: Influence Weekly #90: What Teenagers Think, Hotel Marketers Using Influencers, Dubai's Influencer Diploma
Care to support Influence Weekly? Click here to Buy Me a Coffee.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Today’s guest hosts are Dylan Conroy and Ray Kim of The Social Standard
Click Here to follow along by reading Edition #89
SHOW NOTES
Meetups Offline
We’re seeing this trend with gamers doing conferences, Tours, and DIY meetups.
It’s that meaningful connection you get through these meetups.
Lessons Learned
Working with high-profile celebrities comes with lots of different communications.
Can you build a campaign around a celebrity’s existing work?
Deal between Adobe and Casey Neistat only took place because we knew his current work with 368.
Interesting People
Ninja’s move to Mixer is huge.
Will definitely increase Mixer’s 3% market share of streaming.
Ninja’s Mixer streaming is apparently getting 4x engagement than his Twitch streams.
Jocko Willink
Former Navy Seal.
Getting fired up listening to his podcast.
Industry News
Instagram hiding likes changes how we work with influencers.
TikTok is a totally different approach to content than we’re used to. (Super high density of Gen Z)
Media Monks merges with IMA
Seems Influencer agencies are taking the place of the traditional PR agencies.
Not In The Newsletter
People on TikTok are trying to test the algorithm.
Would love to see the correlations between Podcast and voice enabled technology taking off.
If you’d like your agency to Guest host an episode of Talking Points, reach out to me, Andrew, at hi@influenceweekly.co
Thank you!
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Hi,
Welcome to the audio version of Influence Weekly. Click here to read it in written form.
Guest Hosts from Social Standard will be going through the news and giving their take later this week.
-Andrew Kamphey, Your Editor.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
This week’s Guest Hosts are Brian Reitz from InfluencerDB, and Jonathan Chanti from The Social Standard.
The cut through the noise and give you the best points.
Show Notes
Cleanfluencers
Things in Digital Media are becoming more practical.
High-Performing Stories
Just a few principles to keep in mind.
-
Authentic and Organic
-
What message am I creating?
-
What content is my audience engaging with.
Dallas Influencers
It’s good to see people from Dallas highlighted.
Audience is gravitating towards those who are inspiring them.
Instagram’s Meme Liason
Memes are even more than ever on the rise. (the data shows it)
Content is King.
Check out both Social Standard and InfluencerDB for data driven approach to Influencer Marketing.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Hear about Clean-fluencers, Dallas Influencers who inspire others. Amplifying Non Profits, Caitlin’s foray into teaching people not to fear death.
Accepting submission of PanelPickers for anyone wanting to do a SXSW panel on Influencer Marketing.
Hope you enjoy listening to just the takeaways from edition number 88.
Click here to read it.
Checkout the library: Influenceweekly.co/library
-Andrew Kamphey
Consider buying me a cup of coffee
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Welcome to Talking Points, where an agency brings you inside, not just their office, but also their minds.
Today’s Guest Hosts are Reed Naliboff and Taylor Lagace of Kynship.
Follow along as they analyze the news from Edition #87 of Influence Weekly.
SHOW NOTES
Hidden Likes on Instagram
Likes may have led to influencers creating content they didn’t initially set out to create.
This could lead to a more authentic experience on Instagram.
Will lead to short-term stress, anxiety, chaos, but should come out better.
Farmers on YouTube
Farmer Zach Johnson is making 5x revenue on YouTube than by farming.
Brands have a great opportunity to jump on this trend early.
59% of farmers watch YouTube.
Influencers x Coffee
Akira Coffee Co partners with Influencers to launch their own coffee brands.
Akira’s profitable every quarter.
Chipotle Campaign on TikTok
Growth on TikTok is crazy.
This campaign is really awesome to be about the lid, not the food.
Creator Growth Lab
Andrew who edits Influence Weekly put this out.
Any tool to help you grow is useful.
If you want to guest host Talking Points, reach out to me at hi@influenceweekly.co
Enjoy the rest of your week.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Welcome to The Takeaway with your host Andrew Kamphey. Here’s what’s going on in Influencer Marketing.
Plus, I’ll tease you with some data insights from reports I’m working on, like a Jobs analysis and opportunities in Podcast Ads.
Big week here, because I also launched Creator Growth Lab, the Instagram follower count tracker… on Product Hunt.
Click here for Edition #87
SHOW NOTES
Check out Brandon and Joshua’s perspectives of Edition 86 last week.
How to submit a Case Study
Thank you and hope you enjoy your commute.
-Andrew
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Enjoy today’s episode of Talking Points. The podcast that takes you inside the offices of an agency as they analyze the news and trends of Influencer Marketing.
Brendan and Josh riff on Kylie’s worth, Famous Birthdays’ quality control, Why you’re losing Instagram followers, and hear Brendan pontificate over how he generated half a billion views on TikTok.
Today’s Guest hosts, providing color commentary are Brendan Gahan, of Epic Signal, and Josh Cohen, Tubefilter Co-Founder.
Follow along with the print version of Edition #86 here.
Show Notes
Instagram Rich List
Brendan: This simplifies Instagram into a marketplace. Celebrities are much smarter than doing pay for play.
Josh: I highly doubt a brand’s gonna pay this kind of dough for a one-off Instagram Post.
Brendan: Is Kylie worth $1.2M?
Josh: If you pay it and market that you paid it, might be worth it.
Famous Birthdays is Wikipedia for Gen Z
Josh: It’s emblematic of the industry we’re in, when the page views Famous Birthdays gets is a bellwether for the industry. There’s very few places we can find aggregated info.
Brendan: YouTube’s become pop culture. Annie LeBlanc is 2nd most popular person, ahead of Justin Bieber.
Josh: Their up on TikTok, Instagram and emerging platforms.
Brendan: Josh is not on the site. I am also not on the site.
Josh: That’s a good indication they have good quality control.
Twitch Gamers
Brendan: This is indicative of the 80/20 rule. Top 20% make 80% of the Revenue.
Josh: Tournaments might upend the trending pages. Ninja and Tfue didn’t win the recent Fortnite tournament.
Brendan: Non gamers are getting into the livestream more and more.
Why You’re Losing Instagram Followers
Brendan: The gist is… Instagram is cracking down on bots, and it’s competitive.
Josh: There are so many users and so many influencers and we can’t keep track of it. While there’s more money on YouTube now than ever, there’s also more people complaining of demonetization.
Brendan: A recent TikTok campaign we executed generated half a billion views.
Vidcon 2019 Activations
Josh: Every year the activations get better and better.
Brendan: Nostalgia was really big this year.
Josh: Was it because of Viacom?
Brendan: Sure. 90’s stuff is having a bit of a comeback.
Make sure to check out Edition #86 here to read the articles.
EpicSignal.com
Tubefilter.com
Streamys.org
If you’d like your organization to be a host, email me at hi@influenceweekly.co
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Welcome to the audio version of Influence Weekly. This week’s edition #86 can be found by clicking here.
Show Summary
Industry News: Little Monster Media Co. Hiring in L.A. / Event in London / Vidcon Activations
People: Beauty Influencer’s Dad watches her videos every day / Olivia Plotnik learns from posting 1,300 WeChat posts / 4 Beauty Gurus / 2 Korean YouTubers profiles.
Great Reads: Instagram Rich List / VSCO / Famous Birthdays / Twitch Stats
-Andrew, Your Editor.
P.S. Did I miss something you loved? Email me and I’ll include it later this week.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Today’s guests are Gil & Kayli of HYPR.
Follow along by reading Influence Weekly #85 here.
Talking points is the podcast that readers of Influence Weekly take over and share their insights. You have a special episode this week because Gil, of Hypr, has his own stats on the Influencer Marketing job market that he will share. Kayli and Gil go through the trends and insights from working deep in the Influencer Marketing field.
Show Notes
YouTube Stars on IGTV
Gil: Instagram didn’t have this in mind, and it’s probably not good for Influencers. YouTube has taken liberty with demonetization because there’s nowhere to go.
Cheeseboard Trend
Gil: I’ve been into cheeseboards for 40 years.
Kayli: This article is relevant. I have friends who are Cheeseboard influencers.
Kayli: At Hypr we measure audience health.
Vidcon Insights
Gil: Lots of competition in Livestream, Shortform Video. As marketers, this gives us a ton of options and ability to price discriminate.
Kayli: I’m a cousin of Jojo Siwa, and she was on a top 20 influential list. Built her following mainly with young generation.
Gil: My son in starting a class on making your own YouTube channel.
Gil: I smirk when I hear “Be Authentic”. I think you just have to Be Different.
Kayli: That authenticity takes work. Emma Chamberlain spends 70 hours a week editing her videos.
Trust Insights
Gil: We trust people like us.
Kayli: I think about purchases I made, and I didn’t buy from Glossier until I saw some content by a buyer.
Gil: Don’t mistake Fame for Influence.
Traditional Metrics
Gil: How do we ensure that your campaign is effective? There’s a fear to measure against normal marketing metrics.
Kayli: Top challenge is to find the influencers, and the 2nd is measuring.
Jobs in Influencer Marketing
Gil: 7,700 Influencer Marketing jobs on Indeed. up from 0 in early 2015.
Check out Hypr at hyprbrands.com
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Welcome to the audio version of Influence Weekly. This week’s edition took a unique turn because it’s the week after Vidcon! The biggest event in the online video world and I, your editor, have attended the past 4 years. This year for the first time in a while I found myself on the other side of the world. To keep up I’ve covered numerous wrap ups and round up and takeaway articles from this Year’s attendees. They range from journalists sent by their editors, to industry insiders.
The original newsletter sent on Friday can be found here: Influence Weekly 85.
Below is an additional roundup that I missed in the newsletter on Friday.
Taylor Lorenz’s Vidcon Roundup
One segment of the adult population that does seem to realize the importance of TikTok is brand marketers. At an industry event on Wednesday night, a group of advertisers discussed the ways brands are using the app with enthusiasm, touting the connections they had made within the company.
Click here for The original newsletter: Influence Weekly 85.
Enjoy!
-Andrew
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Today’s Guests from are Cody and Reed from Kynship
The edition they are covering is Influence Weekly #84. Click here to read it online.
If you have gmail you can search for Influence Weekly in your inbox by clicking here.
SHOW NOTES
Monkfluencers
Reed: It’s a mysterious world. Leveraging Instagram is interesting.
Reed: The article features Jay Shetty, former monk. I wouldn’t think he was a monk.
Reed: He’s famous because of the stories he tells. Not his looks.
Cody: Is this more or less Authentic?
Reed: I think monks would be away from Social Media. But to see monks leverage this platform is an oxymoron to me.
Cody: Monklife / Monk Influencers are taking parts of Monk lifestyle and applying them.
What Actually Counts As Good Engagement For Influencer Marketing? ( report by CreatorIQ)
A new report by InfluencerDB found that Instagram influencer engagement has been steadily dropping globally since 2016.
Cody: We’re looking at two reports. Engagement has gone down and Looking at average engagement rates of the 4 main platforms.
See Below for the chart.
Reed: For Kynship this doesn’t change much. In the way others are looking at Instagram it changes. We focus on the content itself.
Cody: It’s not concerning that average engagement has decreased.
Cody: These studies are based on Pay per Post. We’ve seen the users on Stories increase year over year. Influencers keep finding what works. As an agency that’s our work too.
Reed: We believe the value of an influencer is telling the story.
Instagram's new Creator Accounts: What marketers need to know.
Cody: Creators can choose their own categories. And analyze their own follower growth.
Reed: Who brings the most value to your brand story?
Cody: Us as the agency should know if the influencer or content is valuable to a brand even if their stats decrease.
Cody: Better inbox/DM filtering, and desktop access. We as agencies want this. And shoppable posts.
Reed: This is something that may be very good, even for Influencer Marketing.
Cody: Engagement rates have gone down but users have gone up. Now users can stay on the platform and purchase.
Reed: Direct ROI will be available and attribution will be there. Editor: Reed mentions this article.
12 Questions With Aaron Brooks, Co-Founder at Vamp.
Cody: True ROI is having control over the content. Being able to have rights to distribute the content is the best possibility to get ROI.
If Instagram went away tomorrow, what would happen to Influencer Marketing?
Reed: The way we define IM is through reach. The value lies in the Content Creator themselves. Just find people who can create and influence people.
Cody: Use all types of marketing channels. Influencers can and should have other channels. Brands should own the content and be able to leverage that content.
Reed: If you are an influencer, don’t have Instagram be the only thing you have.
Thank you Cody Wittick, and Reed Naliboff.
Visit Kynship.co
If you want your agency to host an edition of Talking Points, reply to this email and let me know. - Andrew
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Good Monday morning. Hope you’re recovering, if you were at Vidcon. This will be a quick rundown of the week’s newsletter. Most likely we have an agency giving their opinion on the news in Talking Points later this week.
Click here to go read the text version of Influence Weekly #84
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Welcome to the Takeaway, the audio version of Influence Weekly Edition 83
If you’d like to follow along and/or just read the articles, they are all at this link: Edition 83.
What’s Not In the Newsletter
Ice Cream Double for Influencers
Brittany Hennessy has my favorite quote from the Guardian’s article on this.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Each week I curate a batch of articles around Influencer Marketing. And you hear my take during The Takeaway. Talking Points is the podcast I hand over to you, the reader, to share your viewpoints on the trends and news of the week.
Get inside the minds of agencies and those working day to day in Influencer Marketing.
Today's guest hosts are Christine and George from The Beauty Influencers. Their lens on influencer marketing comes from a long career in the beauty industry. They cherry pick the beauty articles and discuss their own projects expanding on the topics.
Follow along as they comment on issue #82.
Guests: George and Christine from TheBeautyInfluencers.com
Show Notes
Subscribe to George’s newsletter at https://www.thebeautyinfluencers.com/subscribe/
Social Publi’s Fashion Influencer Survey
Instagram and Pinterest and 21 Buttons are the top used platforms for inspiration
@soberyungwalter uses Tumblr
50% Fashion purchases are in store.
Walter mentioned that online he’s looking at 3rd party apps.
George: TheRealReal is on the public exchange and up 40%.
Favorite designers are Off White and Gucci.
Transgender Creators Find A Home On YouTube But Challenges Remain.
George: The first company to embrace inclusivity was MAC.
Christine: It’s always important to have a home.
George: We’re not even scratching the surface.
Christine: There’s much more that needs to be discussed around Mental Health.
YouTube Invests In Augmented Reality For Beauty Influencers
George: MAC was the first to do Point of Sale AR.
Instashop: How Instagram wants to ‘connect the dots’ from users to retailers
Christine: There’s more coming from Instagram.
George: Supply chain nightmares.
Make sure to sign up for TheBeautyInfluencers and George’s Newsletter.
If you don’t get it every week, make sure to sign up for Influence Weekly. Make sure you’re up on the trends and keeping tabs on the industry.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Welcome to the audio version of Influence Weekly created by your editor, Andrew Kamphey
This week’s issue #82 is here: https://us12.campaign-archive.com/?u=ce8a5e698082549514fb4fde2&id=9d5c3568fa
I’ve written some show notes below.
Fashion Influencer Survey
Influencer’s Influencer: Aida Domenech - @Dulceida
Pinterest Ranks 2nd for favorite social media platform for inspiration and ideas
3rd was 21 Buttons, new to me.
Most popular Male Influencer: @Princepelayo
The State of Instagram Marketing 2019 - Part 4: Instagram Analytics
In response to the question ‘How useful do you find Instagram’s native analytics data for your strategic planning?’, the majority indicated that they’re only ‘Somewhat’ useful for their purposes.
Exactly why I created CreatorGrowthLab.com
Brands are putting 'Instagram content' on their own sites
According to Curalate, when brands bring Instagram or lifestyle content to their website, consumers spend 250 percent longer on the site. And consumers who view the content convert at a 140 percent higher rate than shoppers who don’t.
Transgender Creators Find A Home On YouTube But Challenges Remain.
Creator Reed Wetmore said YouTube has been a “lifeline” for the trans community.
Darnell Motley, researcher for LGBTQ health at the University of Chicago’s Ci3 initiative, is concerned that demonetization could discourage trans creators from continuing their work on the platform.
Ash Hardell: “For YouTube to age restrict a video, it cuts [young people] off from important education,”
Ty Turner, a trans creator, said YouTube was where he learned “what being trans was in the first place.”
Aaron Ansuini, a trans creator who discusses disability, mental health and art on his YouTube channel, said posting on the platform has helped his self-esteem and confidence.
YouTuber Kat Blaque says “Being monetized is a blessing, it’s not a guarantee,”
YouTube Invests In Augmented Reality For Beauty Influencers
In testing, YouTube found that 30% of viewers tried the AR Beauty Try-On feature and spent roughly 80 seconds virtually trying on lipstick colors. MAC Cosmetics will be the first brand to use the AR Beauty Try-On.
Steller's Travel Influencer Digital Tour Leaves Irish Eyes Smiling
Content for the updated experience, A Digital Day in the Life of Ireland, was shot on April 28, led by a group of prominent non-Irish social-media influencers whom Steller recruited through CreatorIQ, a Los Angeles influencer-marketing platform that tracks millions of influencers and the performance of their deals with brands.
Instashop: How Instagram wants to ‘connect the dots’ from users to retailers
Adam Mosseri stressed that shopping was a long-term plan that would require significant infrastructure. Instagram needed to work with payments providers in each country, for example. Buyer-protection features and inventory systems management integration would also need to be introduced, he said.
Headlines of the Week
Bytedance gathers 1 billion monthly users across its apps
Cameo Raises $50 Million In Series B, Has Hosted 275,000 Video Shoutouts In 2 Years
Takumi Expands to 8 countries, adding 5 new countries.
The Headline that Didn’t Make the Cut this Week
The influencer's Surprise wedding... deck attached.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Talking Points takes you inside an agency’s offices to find out what’s going on in Influencer Marketing. What do they learn from this week’s news and how are they implementing the changes in the influencer marketing industry.
Guests: Eric Dahan, CEO Open Influence & Maggie Reznikoff, Head of Account Management, West Coast.
Company Link: Open Influence
Issues Link: Issue #81
SHOW NOTES
InfluencerDB’s Study: Download the report here.
Fashion is leading the pack in sponsorships. (~30%)
Eric is Surprised to see how many repost accounts were most popular.
Maggie is not surprised at all at the popularity of repost accounts around interests.
Two thirds of EMV is in the 2nd half of the year.
Car Dealers got sued.
Don’t promise what you can’t offer.
Eric: Advertisers sometimes miss the point about transparency.
Eric: Consumers are sophisticated.
Maggie: Short-sighted strategy to deceive. Clients turn to use to counsel them on honest advertising practices.
Philip Morris suspends influencer marketing after questions are raised about the ages of its influencers.
Maggie: Following regulations is important.
Maggie: Clients have needed influencers who look 25+, but actually ask for 30+.
Eric: In some regulated industries, we’re doing background checks.
Gun influencers on Instagram are a boon to gun companies
Vox’s gun industry article went through how brands are doing influencer marketing in this regulated industry.
Eric: There’s an influencer for everything.
Eric: Are these creators pigeon-holing themselves?
Maggie: Even brands who aren’t about “brand-safe” want us to vet the influencers so much.
Maggie: Nobody holds back about criticizing brand about how they go to market.
Maggie and Eric: Disclosure needs to happen.
Micro-influencers
Maggie: Ambassadors and steady drum beats are asked for, more and more.
Eric: Everyone starts at looking for big name celebs. But they don’t have the sam impact.
Eric: There’s a lot of leg work to deal with micro-influencers. There’s a shift to micro and also mid-tail.
Maggie: Middle Level group gets you reach and economics.
82% of Gen Z teenagers skip ads and more than 50% use technology to block ads
70% of internet users relate more to youtubers than traditional celebrities.
Eric: For Marketers, it requires a big shift in thinking.
Maggie: Gen Z has a trained eye for sponsored posts. Needs to be authentic.
Influencer ads more 'emotionally intense' and memorable than TV claims neuroscience study
Maggie: Influencer ads are more impactful.
What’s not in the Newsletter
Facebook’s Libra
Eric: Facebook, a social platform, will now turn into a transactional platform. FB and IG.
Get these articles and more every week at http://www.influenceweekly.co
Listen to past episodes:
The Goat Agency
The QYOU
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Show Notes
Issue #81 originally sent June 21st, 2019
Stat of the Week
82% of Gen Z teenagers skip ads and more than 50% use technology to block ads
The Countdown
Influencer ads more 'emotionally intense' and memorable than TV claims neuroscience study
Influencers outperformed YouTube ads by 28% in emotional intensity and 73% in memory encoding.If consumers are exposed to an influencer ad before the TV, FB or YT ad from the same campaign, they are 58% more likely to feel positive towards the TV, FB or TV ad, and 47% more likely to remember it.
From Cult Favorite to $500M Skincare Brand: The Rise Of Tatcha
Tatcha’s year-over-year increases in its influencer community (51%), EMV per ambassador average (75%), and total post volume (135%) all greatly surpassed the top 10 skincare brands’ respective YoY averages.
Tatcha has remained the top EMV-generating skincare brand every month since apart from May 2018, when L’Oréal Paris Skincare took the lead following its Cannes Film Festival activations.
Tatcha is still growing: the brand’s $53.1M EMV total between January and April 2019 represented a 100% year-over-year jump from its haul over the same months in 2018, while the brand expanded its ambassador community by 55% YoY."
Samsung’s global CMO: ‘I’m pessimistic about influencer marketing’
What the CMO is hinting at is a move to working with people of influence within local communities rather than a homogenous set of Instagram stars. Samsung has set up a series of hubs around the world where people can buy the latest hardware, and participate, in activities, take lessons in everything from photography and filmmaking to art.
Gun influencers on Instagram are a boon to gun companies
Gun companies can’t advertise on social media — so they have female influencers do it for them. Kyle Clouse, head of marketing at the gun safe company Liberty Safe, refers to influencers as “the goose laying the golden egg” for the firearms industry. There are dozens of women making partial or complete livings off Instagram grids full of guns and perfect smiles.
How Adidas is using smaller-scale influencers.
the Tango Squad FC show. For the last two seasons, Adidas has featured some of the best street footballers from its network of micro-influencers in a series that charts their journey as the brand’s first social media football team.
Philip Morris suspends influencer marketing after questions are raised about the ages of its influencers.
Verishop is leveraging the power of influencers.
Former Snap chief strategy officer Imran Khan's new app features a designated area for Tastemakers, aka Influencers. They are given their own pages to curate selections of products they recommend. Verishop is targeting affluent millennials (ages 23-38) with more than $75,000 in annual household income.
What’s Not In the Newsletter
Construction Dad turned out to be a Coffee Ad.
Feedback on Talking Points or The Takeaway?
Email me: hi@influenceweekly.co
Talking Points 79, The Goat Agency
Talking Points 80, The QYOU
Thank you for listening. See you later this week.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Talking Points is a new type of podcast. I, the editor, hand over the commentary to a company with at least 2 readers working together. You the listener get insights from inside the industry. What’s the reaction to the news? What are we learning day to day?
Last Week’s guests The Goat Agency can be heard here.
Issue Link: Issue #80
Guest Company: The QYOU
Guests: Glenn Ginsburg, SVP Global Partnerships, & Arvind Jayaram, Director of Brand Partnerships.
This weeks’ guests are Glenn and Arvind of The QYOU
SHOW NOTES
Influencer Fraud: Everything You Need To Know
Glenn agrees as more money flows in, there’s more impetus for fraudsters.
Arvind’s point is that this occurs on every type of advertising platform.
Glenn and Arvind, get the question of how they work around fraud.
Glenn points out that they have processes in house and don’t see much or any fraud.
We as a middle-man, facilitator, must ensure that the views or KPIs are accurate.
Mary Meeker’s annual Internet Trends Report 2019
Arvind’s Takeaways: 7 of the top ten companies are tech companies. Ecommerce is now 15% of retails sales. CAC is going up!
Glenn’s Takeaways: So much growth in time spent in digital media. Tools for creators are more robust. Better cameras, better wifi. This helps creators cement relationships with fans. Disintermediation of media companies.
“We’re in the right business.” - Glenn
The Biggest Kidfluencers You Need to Know
“I learned Ryan’sToyReviews last name” - Arvind
We’ve worked with EvanTubeHD on a campaign (Nut Job 2). Really professional when doing business. They help incorporate the brand message into their work.
There’s a lot more than on this list who are great influencers and kids.
“The challenge with kidfluencers is that they get older… and a ton of competition” - Glenn
Saskatoon Transit issued a request for proposals (RFP) for an Instagram social media influencer campaign
“Makes a lot of sense.” - Glenn
Youtubers are driving foot traffic to restaurants.
The most popular social media networks each year, gloriously animated
“Super Cool” - Glenn
The music has gravitas.
Check out the rise of TikTok at the end.
We’ve loved working on TikTok. The ability for the community to make content on these campaigns is great.
“There’s no other agency that has made as many large campaigns as The QYOU” - Glenn
TikTok Influencers play a key role. User don’t just watch, but also create their own. Campaigns have seen Hundreds of thousands of UGC.
If you and a colleague read Influence Weekly, you can be a guest host.
Email me: hi@influenceweekly.co and I’ll schedule you for a future week.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
BuyMeACoffee to get updates on where I’m drinking coffee.
The Best Thing
Mary Meeker’s annual Internet Trends Report 2019
Why does this matter to Influencer Marketing? Because we're all working on the internet.
Internet ad spending accelerated in the US, up 22 percent in 2018.
Americans are spending more time with digital media than ever: 6.3 hours a day in 2018, up 7 percent from the year before. Most of that growth is coming from mobile and other connected devices.
Faster wifi and better phone cameras have encouraged a surge in image taking. More than 50 percent of Twitter impressions now involve posts with images, video or other media; Twitter used to be text-only.
Editor’s Choice Takeaways
Last Week’s Talking Points was hosted by The Goat Agency.
If you want to host Talking Points then reply to this email.
Facebook enhances Level Up program for emerging game streamers
Facebook said that 77% of 18- to 34-year-old console gaming buyers identify themselves as gamers. Gaming has become an intensely social activity with 64% of 18- to 34-year-olds surveyed saying that playing with friends or meeting new people is what makes gaming great.
The most popular social media networks each year, gloriously animated
The dominance and influence of the current crop of social media platforms also tends to distort our memory. It’s hard to remember a time when Facebook wasn’t a behemoth – but it did exist and wasn’t all that long ago.
Estee Lauder's Financial analysis reveals amazing insights into the beauty industry.
At Clinique, more than 80% of media spend is in high ROI channels like digital, influencer activations, and consumer experiences, reducing the cost of customer acquisition by 30%.
Twenty years ago Korea was an emerging economy, yet now boasts the largest per capita female spend on prestige beauty.
A decade ago the average woman used 2-5 lipsticks in her daily routine. This has increased today to 5-10 lipsticks.
In 2015, department stores accounted for 74% of total sales and have since declined to around 50%.
What’s Not In the Newsletter
Cannes Lions
Are you at Cannes? Send over your takeaways.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
Talking Points is a new format of podcast. I, the editor, hand over the commentary to a company with at least 2 readers working together. You the listener get insights from inside the industry. What’s the reaction to the news? What are we learning day to day?
This week’s guests are Harry and Esme of The Goat Agency.
If you and a colleague read Influence Weekly, you can be a guest host.
Email me: hi@influenceweekly.co and I’ll schedule you for a future week.
Talking Points Show Notes
Issue Link: Issue #79
Guest Company: The Goat Agency
Co-Founder Harry Hugo and Marketing Manager Esme Rice.
Altimeter Report to spend 25% of budget on Influencer Marketing
“yeah we’ve been saying this for 4 years”
Even though we’re an Influencer Marketing Agency, we never say you should only spend on Influencer Marketing.
80% of Influencers don’t work. We’re here to advise, and educate.
Marketing at the top level, are done by rogue statistics.
G2 State of Social Media Report
Harry correctly guessed Facebook and Instagram as the top choice of marketers.
Facebook’s got groups
Where’s Tik Tok? Athletes have adopted it.
Nobody talks about Pinterest, but it’s so powerful. 50% of audience over 35 y/o.
Amazon
Influencers getting away from just a name on a hat.
Thinx
The Goat Agency’s own clients make it into the newsletter this week.
Harry riffs on a great company that uses Influencer marketing to drive 2x ROI.
they make 2 pounds of sales for every 1 pound of investment.
What’s Not in the Newsletter
Cannes!
Cannes is including more awards that cater to influencer agencies.
We (Goat Agency) learned lessons from last year’s Cannes to not over do meetings.
check out their Cannes Hangover podcast from The Goat Agency.
https://twitter.com/thegoatagency
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
The Best Thing:
Creator Growth Lab
An all-purpose tool to track your growth. I’m creating this for influencers, creators, anyone who wants to growth hack their way to more fans. This is the ultimate growth hacker tracker.
Part growth tracker, part School. Not only can you track what you do, you can learn what to do to grow.
If you know someone with an Instagram who wants more followers. Tell me about http://creatorgrowthlab.com
The Countdown
5 Gen-Z influencers you need to know
Now blocked by Digiday behind a paywall for Digiday Plus members.
Patrick Starrr: Influencer and now Influencer Manager
Over the past year Starrr has formed a management agency, The Beauty Coop, and has signed on seven up-and-coming influencers and personalities. Among them are Zackary Vang, Cohl’s World, and Jose Jimenez, aka @laviedunprince.
Amazon wants influencers to help it sell clothes
On Wednesday, the company launched its first fashion collection created by a social-media influencer — Paola Alberdi, a stylist with 1 million followers on Instagram. The collection includes dresses, blouses and other clothing items that will only be available on the Amazon app and website for 30 hours.
G2's State of Social Media Marketing Report 2019
Facebook and Instagram are the most popular social media platforms for marketers
Snapchat’s introduction of a more affordable offering encouraged small advertisers to hop on board
Keep an eye out for brands using micro-influencers in 2019 and beyond
New Altimeter Research Report Advises Marketers to Spend 25% of Budgets on Influencer Marketing
Gerber, actually used influencers to generate sales lift.
Gerber’s Lil’ Beanies attributed a 5% sales lift to influencers sharing stories and content about their children enjoying the Lil' Beanies snacks, as well as offering coupon codes and discounts to followers.
The Key Takeaways
Allocate the right budget: 25% is suggested
Pay for Guarantees: Don’t just work with estimates or Averages
Test and Learn: Use Influencers to test audiences as well as creative.
Repurpose: Make sure you pay for the rights to use the work again.
Under the Radar
Buzzy Lifestyle Vlogger Hannah Meloche Launches Jewelry Upstart 'Starlite Village'
The 18-year-old is the proprietor of Starlite Village, which will vend jewelry, accessories, and apparel. The brand serves to build on a handful of jewelry collections Meloche launched last fall alongside OK1984, which sells contemporary accessories alongside top lifestyle influencers.
There are more revenue streams available to influencers every week.
Tick. Done
A mobile-first video platform for ‘how to’ video stories, has opened itself up to branded content, with the launch of Tick Studio, an in-house creative agency dedicated to producing content for brands.
Along with Tingles shows the advent of YouTube Unbundling.
See CBInsight’s Craigslist unbundling graphic.
Not in the Newsletter
Influencers you don't follow will soon be in your Instagram feed
Businesses will be able to place these ads in the Instagram feed in the coming weeks and in Stories in the next few months.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
The original newsletter sent on Friday May 31st can be found here.
The Countdown
Case Study: How Daniel Wellington is still top of the influencer marketing game.
Their strategy: Freebies, Hashtags, Discounts, and Daily Competitions. It’s the most-mentioned brand mentioned in influencer posts using the #ad hashtag, according to a 2019 study by Social Bakers. It’s very happy about working with influencers and promotes it whenever it can in order to garner even more.
Open Influence: What’s currently being done to tackle influencer fraud - both from a technological and strategic level to combat Fraud.
It’s like an arms race out there. What are automations doing and then what do platforms do to quash their automations? Can we keep up with tech alone?
‘It’s all cylinders firing’: Inside Shopbop’s largest influencer campaign to date
"For Shopbop’s Lake Como trip, eight influencers were in tow, including @jamiechung, 1.3M Instagram followers, @jessicaclements, 653K followers, @thefashionguitar, 437K followers
The KPI for the Summer of Shopbop campaign and corresponding trips is social engagement, with sales being a bonus — it’s coming out of Shopbop’s brand budget versus the performance marketing budget. The idea is that building the brand on social platforms will have a halo effect, eventually resulting in revenue. Cost per engagement will be reviewed to determine the campaign’s effectiveness and efficiency."
The Top 12 Most Popular TikTok Creators by Fan Count.
Loren Gray - Tik Tokker turned Singer
Baby Ariel - Signed to Atlantic Records
Kristen Hancher - Former YouNow-er
Jacob Sartorius - Teen hearthrob
Gil Croes - Older brother of the CroesBros, From Aruba.
Flighthouse - Company, Production House, Collaborates with big stars.
Zach King - Viner, Youtuber, Magician
Jayden Croes - The younger Aruban.
The Dobre Twins - Former Viners
Liza Koshy - Viner turned YouTuber
Savannah Soutas - Mom TikTokker
Annie Leblanc - YouTuber from the family vlog channel Bratayley.
Inside the Influencer Hustle: What They Wish Brands Knew
Loreen Hwang of Coucou Joulie is an influencer with an audience of over 100,000 followers. She says, “Making sure you’re authentic to yourself, to your audience. Sometimes I get offers that are great but then I think do I want my page or blog to be a giant ad? Of course not. Your audience can see right through that. ”
The Takeaways of the Week
After Landing LV, Can Little Red Book Attract More Big Luxury Brands?
The platform just cleaned its site of micro-influencers recently, meaning that anyone who has less than 5,000 followers and averages less than 10,000 views per post can no longer form partnerships with brands. While this should be good for the overall health and quality of the platform’s ecosystem, it could be bad for the latecomers to influencer marketing on the platform.
Streetwear Consumers are Unmoved by Social Media Influencers. They are moved by Music, Art, and Sport.
The “Streetwear Impact Report” released last week reveals how music, art and sport—areas that helped spurred the development of streetwear in the ’80s—continue to be key drivers in the youth-oriented category.
Advertising spending on social media influencers in India by brands is rising
Advertising spending on social media influencers in India by brands is rising — driven by increasing popularity of content creators and proliferation of new platforms like TikTok and ShareChat — and could as much as double this year, advertisers and marketers said.
Social media influencers to snap NT's beauty, hopefully, attract young travelers.
Reactions to posts such as those by Margot Robbie and Carmen Huter demonstrate the power of social media, and how turning the NT into an 'Instagrammable' destination can boost interest in the Territory
What’s Not in The Newsletter
She Couldn’t Sell 36 shirts
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The Best Thing
Jen Selter launches a protein bar.
The Countdown
Julius and Lippe Taylor's State of Influencers Report 2019
In answer to “When working with brands, what’s the biggest challenge?” 52% of all respondents selected “Negotiating value exchange.” The good news is that just 18% felt brands are too controlling over creative direction.
What Sherlock Holmes Knew About Attribution Modeling
Aron, of Relatable, and then Google found out that for every person who is clicking on the tracking link of an influencer video on YouTube, there are 4 more people who are not clicking but still download the game within four days after watching.
How Much Do Influencers Charge? Klear's New Research Shows the Average Rates that Influencers Charge for Sponsored Posts
Klear surveyed more than 2,500 different types of influencers across three major social networks (Instagram, YouTube and Facebook), in order to gain some perspective on what they're charging for sponsored content.
Kellogg's is now using influencers like creative agencies
This doesn’t mean handing over full control to the influencers, but using their insights, knowledge and creativity to inform campaigns.
Brand managers at Kellogg’s are being trained so that they can spot the right influencers for their briefs as well as use a mix of qualitative and quantitative metrics to monitor their effectiveness.
The rise of the Granfluencer
Almost three-quarters of Instagram influencers are thought to be under-35.
42% aged 18-24
the top 10 senior influencers on Instagram had seen a 24% increase in followers since September 2017.
Featured Grandfluencers
@baddiewinkle
@irvinrandle
What’s Not In the Newsletter
All that jazz about tfue suing Faze Clan. My opinion in this matter is extremely unknowledgeable. Looking forward to seeing the outcome of this and how it impacts contracts in the state of California moving forward.
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Caution: Strong, adult language in this episode.
The Countdown
Here's What's Driving Digital Purchases
Half (52%) of those surveyed who use social media said they have clicked on an influencer's post. Nearly a third of those (31%) have then gone on to buy the item
It’s Official, my Instagram “Likes” are Gone!
“I didn’t feel like I missed the likes”
What’s interesting is that he’s very much aware that the likes are gone.
Why General Mills is spending more of its digital budget on influencers
They are spending about a third of their digital on influencers. Arjoon Bose, head of marketing for Europe at General Mills, said the decision to spend more on influencers came from the need to show his bosses how effective influencers are compared to other forms of marketing.
It leaves the question still unanswered… how to measure influencer marketing.
TikTok Has Created a Whole New Class of Influencer
Insider Info: Interestingly enough the campaign featured in this article for How to Train Your Dragon 3 was done by The QYOU which has been doing TikTok campaigns for years now.
The takeaway is that tiktok campaigns are still in infancy. It’s still just “the best UGC” and I’d like to see more creativity in campaigns.
A Pod Of Her Own: Dear Media Bets Influencers Can Amplify Podcasts By Women
The company is helping a growing number of mainly female social media influencers create and distribute podcasts to their audiences and beyond. So far, the effort is generating between 4 and 5 million podcast downloads per month.
We need more creations, better podcasts. More formats and definitely more voices.
What’s Missing In This Week’s Newsletter
Everything about the James Charles and Tati Drama.
More Formats Ahead
I’ll be playing with some more formats this week and next.
The Details: I’ll go deep into the insides of a oft used infographic or piece of information we’ve all been using in our client decks or investor decks. Example: Tomoson’s study found that businesses got $6.50 ROI from every $1 spent in influencer marketing. But did they? What do they mean by ROI? (Hint: They really mean EMV)
The Stat: I’ll uncover what those three letter acronyms really mean. How do we use a single stat in our day to day work? I’l discover what it means for us if we over use it or under use it. Examples: ROI, EMV, CAC, KPI.
Do you use Influence Weekly to discuss trends in your office? Get in touch with me because I’d like to explore more diverse voices from inside our industry in a new format called “Talking Points”.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com
I go through Issue 75, The Big Thing, the Countdown and What’s Not in the Newsletter.
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Tell me what you think.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com