Despite the growth of newer platforms such as TikTok, the majority of direct-to-consumer brands see immense value in engaging with established influencers on Instagram first, before testing the newer channels.
A monitoring sweep by the regulatory body found an “unacceptable” level of influencer posts are failing to stick to the rules.
Boots launched a platform to engage young shoppers and help them rethink the retailer as a beauty destination.
As the issue of trust rages on and brands look to reduce their budgets, what does this mean for influencer marketing?
Influencer marketing has the potential to deliver greater efficiencies and return on investment, yet marketers have long struggled to measure its impact effectively.
Marketers and creatives must stick to their brand values during the Covid-19 pandemic, and not be afraid to use influencers to help them produce cost-effective content and communicate with their target audiences.
Kindred believes it is the antidote to brands’s growing concerns about influencer fraud, with the social platform looking to become the largest corporate donor to charities within two years.
Amid claims of fake followers, bots and over-inflated reach, the brands sticking by influencer marketing are seeking greater transparency, stronger engagement and more meaningful relationships with the talent.
The rise of influencers posting fake sponsored content to appear more lucrative to brands is just the latest fraudulent activity to hit influencer marketing, and it should encourage marketers to reassess how they choose partners.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week reviews the latest books and articles for marketers.
Day 8 is cutting the use of large-scale influencers as it looks to harness its own holiday-makers and build a community that will appeal to the younger generation.
General Mills is putting influencer marketing at the heart of its new organic business but it has strict criteria about when to invest revolving around the three Ts and three Rs.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Influencer marketing is growing rapidly, but to become a respected channel there are challenges to overcome.