How Boots used influencers to get Gen Z to spend more on beauty
Matthew ValentineBoots launched a platform to engage young shoppers and help them rethink the retailer as a beauty destination.
Influencer sustainability: The trends marketers need to know
Econsultancy TeamAs the issue of trust rages on and brands look to reduce their budgets, what does this mean for influencer marketing?
How brands can double their influencer marketing ROI
Marketing Week PartnerInfluencer marketing has the potential to deliver greater efficiencies and return on investment, yet marketers have long struggled to measure its impact effectively.
How influencers can help brands stay connected with consumers
Steve HemsleyMarketers 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.
Meet the brand turning influencer marketing into charitable donations
Ellen HammettKindred 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.
How brands are cleaning up the ‘wild west’ of influencer marketing
Matthew ValentineAmid 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.
Fake sponsored content should drive brands to dig deeper on influencer partnerships
Sarah PennyThe 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.
Marketoonist on influencer marketing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Recommended reading: Avoiding casual leadership and proving marketing’s value
Erin LyonsMarketing Week reviews the latest books and articles for marketers.
Millennial travel brand Day 8 on the end of the influencer and rise of community
Molly FlemingDay 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.
The three Ts and three Rs: How General Mills invests in influencer marketing
Molly FlemingGeneral 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.
Marketoonist on wannabe influencer marketing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Influencer marketing and the age of accountability
Oliver LewisInfluencer marketing is growing rapidly, but to become a respected channel there are challenges to overcome.
Virtual influencers might be easier to mould but they’re not necessarily a safer option
Sarah PennyIt may be easier to shape the conversation virtual influencers have about your brand, but given their creators are often anonymous and would have no qualms starting again with a new personality the risks don’t necessarily outweigh the rewards.
The pros and cons of hitching your brand to a celebrity influencer
Harry LangWorking with celebrities comes with risks and rewards, but self-made social media influencers offer an affordable route to fame for canny marketers.