Why the obsession with an influencer’s reach is over – and where to target instead

With new opportunities, such as Instagram’s branded content ads and shoppable posts, the influencer space is changing rapidly. Vamp hosted a survey with 124 marketers to find out how they collaborated with influencers, what they prioritised and where they had found success. The results showed that the biggest changes in influencer marketing hasn’t been the hiding of likes or cracking down on fake followers, it’s the monumental shift in marketers’ priorities.

By Aaron Brooks, 27 February 2020, 0 comments. Categories: Campaigns, Influencer Marketing, Social Media Marketing.

Facebook explores issues of online content regulation in new whitepaper

Facebook has published a whitepaper which explores the potential need and pitfalls of online content regulation – at the same time CEO Mark Zuckerberg admits his company, and big tech firms in general, need greater scrutiny.

In a paper written by VP content policy Monika Bickert, Facebook notes four primary challenges in regulating internet-based communications: the variance in legal environments and speech norms; the...

By James Bourne, 18 February 2020, 0 comments. Categories: Attribution, Content Marketing, Ethical Marketing, Social Media Marketing.

How Slack can streamline your marketing channels – rather than being just another headache

Marketing has changed forever. Your customers now own your brand experience, not your marketing department. And, with a multitude of touchpoints at play, gone are the days when marketing and sales could map out a clear path to reach customers. Instead, ever-changing technology trends are opening up new possibilities, enabling customers to engage with brands in ways that would have been unimaginable, even a decade ago. Today, instant customer interaction...

By Laura Hauser, 10 February 2020, 0 comments. Categories: Automation, Best Practice, Content Marketing, Social Media Marketing.

Twitter reports $1bn in quarterly revenues for the first time – but long-term health remains key

Twitter has reported quarterly revenue figures north of $1 billion for the first time, with 152 million ‘monetisable daily active users’ (mDAUs) representing a 20% hike year over year.

Total revenues for 2019 were at $3.46 billion, an increase of 14% year on year. Of the quarterly figure, 88% of revenues were derived from advertising, with data licensing and other revenues contributing the rest. US revenue comprised just...

By James Bourne, 07 February 2020, 0 comments. Categories: Advertising, Content Marketing, Ethical Marketing, Social Media Marketing.

Consumers to brands: Be informative and funny on social to woo us – oh, and respond to our every whim

For brands to build a winning social media strategy, it needs to be a two-way street between them and the consumer. Yet the consumer holds all the cards: a new report from agency Boston Digital has observed that brands not only need long-term reliability to woo the users, but also be entertaining with it.

The study, titled ‘How Brands’ Social Media Impacts Consumers’, surveyed 554 respondents across a variety of age...

By James Bourne, 06 February 2020, 0 comments. Categories: Branding, Content Marketing, Social Media Marketing.

Do we need to kiss goodbye to social media likes? Exploring visibility and health

Facebook and Instagram users in the UK can expect to see major changes following the latest controversial change from everyone’s favourite social media platforms.

Instagram was bought by Facebook back in 2012 for $1 billion and since then, both platforms have begun testing out hiding likes. The trial started by hiding likes from...

By Harriet Hanson, 28 January 2020, 0 comments. Categories: Attribution, Content Marketing, Ethical Marketing, Social Media Marketing.

Will Eagle, Read This If You Want To Be YouTube Famous author: On authenticity, attitude and audience

“Video is an acquired skill,” explains Will Eagle, author of Read This If You Want To Be YouTube Famous. “It’s not the same as Instagram – anyone can take a picture and apply a filter.”

Eagle, who spent four years as a brand strategist at Google working primarily on the video platform, put together his new book based on a survey which found three quarters of young people interviewed wanted to become...

As influencers increasingly create video content, what does this mean for brands?

If a picture is worth a thousand words, a video must equate to millions. At least, that’s what social media users are banking on. The number of videos being created and shared across social platforms has soared in recent years.

Photo sharing platform Instagram has shifted its focus to video recently, with the Instagram Stories feature - and over on YouTube, 400 hours of video are uploaded to YouTube...

Why project management and communication are the secret weapons of successful agencies

Sometimes, working in silos is essential — especially in an agency, where certain teams handle certain clients. If team members aren’t on the Coca-Cola account, they don’t have to go to the Coca-Cola budget meeting. However, silos can do more harm than good when it comes to collaboration between colleagues and teams. If you aren’t careful, they can impair healthy communication.

By John Furneaux, 20 January 2020, 0 comments. Categories: Best Practice, Campaigns, Data-driven marketing, Social Media Marketing.

2020 resolutions for influencer marketing: Taking responsibility and control

2019 was a tricky year for influencer marketing. It started with the release of Netflix’s ‘The Greatest Party That Never Happened’ which documented how Fyre Festival’s organisers used influencers to dupe consumers, and then it ended with three well-known UK influencers unknowingly promoting a diet drink laced...

Instagram and Facebook introduce features to combat fake news and bullying

Instagram and Facebook have announced the introduction of new features to help combat fake news and bullying.

In 2019, Instagram introduced a feature that filtered comments. This new AI-powered feature is an extension of the earlier one which alerts users with a warning that their caption looks similar to others that have been previously reported based on the words that are used in the caption.

The Instagram team wrote on...

By Marketing Tech, 17 December 2019, 0 comments. Categories: Advertising, Content Marketing, Ethical Marketing, Social Media Marketing.

Like for like? Why the traditional tool of social media affirmation needed to shift

The ‘like’ was unassuming. Few anticipated that a miniature, good-willed icon of a thumbs-up could dictate corporate and cognitive wellbeing. At its best, the like has been massively generative to individual and industry alike. It’s turned people into brands, spawning influencer culture, and has reshaped global marketing.

But the like isn’t always at its best. People have died chasing them (think selfies on railroad...

NetBase: On using social listening and influencer marketing to ‘get more with less’ for campaigns

When the concept of social listening platforms first came about, it was that rarest of things in martech: a ‘solution’ which actually solved people’s problems. As data created on the social web reached ever-increasing levels, this made sense – but what’s more, being able to take this data and create insights from it was the real jam in the sandwich.

Instagram confirms it is hiding likes in the US: The agency and analyst perspective

Instagram has been dabbling in the waters of hiding likes, but with the news last week that the US was being tested the company jumped right in – and certainly made a splash in the process.

Speaking at the Wired 25 event in San Francisco, Instagram CEO Adam Mosseri confirmed the rollout. The system, which has seen test...

Using emojis for business communications and boosting customer engagement: A guide

Using images to communicate is not a new phenomenon. After all, images actually pre-date the written word – just think of cave people who painted murals on their walls to tell stories  of their battles and culture. The fact is, images can convey so much more than words; a single image can communicate a tone and emotion that is personal to the recipient.

For marketers, images and...

By Lindsay Willott, 12 November 2019, 0 comments. Categories: Branding, Social Media Marketing, Video & Audio Marketing.

Demystifying influencer marketing: How brands can build relationships with a data-driven culture

When it comes to the practice of working with influencers, I come across a lot of fear and caution amongst marketers. Whether it’s the fear of influencer fraud, uncertainty around how to measure results, or an inability to understand the impact of their investments, people remain wary.

Yet, influencer marketing is one of the highest potential practices for brands. An influencer’s voice can often be seen as more...

By Gemma Dodd, 08 November 2019, 0 comments. Categories: Branding, Campaigns, Influencer Marketing, Social Media Marketing.

Why voice search is where the puck is going for digital

Continually riding the wave of the next ‘big thing’ in social media is certainly a roller coaster ride, and we are now on the cusp of another major change. Voice search has been growing in popularity and is starting to have a transformational impact on the way marketers can influence people to know, like, trust, and eventually buy from a specific brand.

Today’s social media landscape is driven by text and images but this is already shifting as an increasing...

It’s finally time to ditch the vanity metrics – and focus on these measurements instead

Today’s marketers have oceans of data at their disposal that they can use to track a nearly endless array of metrics to measure performance. Being able to eliminate assumptions and objectively evaluate campaigns is something marketers have always wanted. If they’re going to use data effectively, however, they need to acknowledge that not all metrics are created equal.

Vanity metrics are...

How digital continues to influence brand strategy in the travel industry

The travel industry is booming. As of February 2019, it was the second-fastest growing sector in the world, ahead of healthcare, information technology and financial services. There are a number of reasons for this. Millennials are growing in purchasing power—by 2020 their spending in the US alone will total $1.4 trillion annually—and already they spend $5,000 more per year on holidays than any other generation. They also take around 35 days of holiday per year on average....