Influencer Marketing Weekly

27th November - 4th December

Unilever's rules for influencer marketing

Unilever, the consumer packaged goods giant, is taking a nuanced approach to influencer marketing as it seeks to leverage the upsides of this strategy as well as tackling the current obstacles.

“We truly believe in the power of influencer marketing. We use it to connect our work with people – to reach out and to engage people,” said Luis Di Como, Unilever’s evp/global media, during a session held by the Association of National Advertisers (ANA) at Advertising Week New York 2018.

Read more: Warc

The ethics of influencer marketing

As influencer marketing gains traction as a communication platform, the need to regulate it has become essential

Many people conflate influencer marketing with being a blogger, an Instagram personality or a social media user with significant followers. None are correct if the audiences catered to by these people are not influenced to change their behaviour or opinion

Read more: Aurora

Beyond Kim Kardashian: Making influencer marketing lucrative by being authentic

Influencer marketing has evolved — or really exploded, recently, says Mae Karwowski, founder and CEO of Obviously.

“A year and a half or two years ago, we were having conversations with brands asking, What is an influencer?'” Karwowski says. “Now they’re asking extremely nuanced, sophisticated questions about how to identify the right people for them and how to track their performance over the long term.”

Read more: Venturebeat

‘We don’t pay influencers on reach’: How Kellogg’s is combating influencer fraud

Kellogg’s is no longer paying influencers solely based on their reach because it has no way of knowing whether that engagement is real or fake.

Fraudulent yet common practices like bought engagement have left marketers at the advertiser suspicious of what they buy from influencers, Joseph Harper, social media lead at Kellogg’s in the U.K. and Ireland, said at the Digiday Brand Summit in Monaco this week.

Read more: Digiday

DATAx: Why and how blockchain is going to disrupt marketing

According to Influencer Marketing Hub, Google searches for "influencer marketing" have increased by 325% in the last 12 months alone. In a survey of marketing managers, influencer marketing was the fastest growing online customer-acquisition method (28%), beating out organic searches (15%) and email (13%).

However, influencer marketing brings with it a huge challenge for marketers: The scourge of fake accounts.

Read more: Innovation Enterprise