The best way to reach audiences is with relatable content that leads to organic shares, and microinfluencers and nanoinfluencers can help boost engagement with the right audiences, writes Danielle Wiley. Stories is the ideal forum for brand promotion, while Facebook Live offers a platform to stream compelling video, and monitoring influencers for their engagement with followers can help avoid those with fake followers.
Influencers are no longer promoting products for free; many influencers with large followings will do their promotions only with a fee, writes Rachel Thexton. The "pay-to-play model" of sponsored ads and paid influencers raises the question of authenticity in the influencer marketing space, which is losing sight of true PR, she writes.
Advertisers will be able to access data from consenting consumers' shopping lists through the Kiip mobile marketing platform. Kiip is working with the Purchase Decision Network on the service, which will draw on anonymized data from a variety of Android and iOS shopping list apps.
Camp + King is encouraging Re/Max agents to create their own 15-second video ads for the next iteration of the brand's "The Sign of a Re/Max Agent" campaign. Agents can use a special hub to personalize preapproved creative that's designed to be shared on social, and the campaign is supported by advertising across TV, radio, digital, social and out-of-home.
Gillette's "We Believe: The Best Men Can Be" two-minute spot, which addresses issues raised by the #MeToo movement, has garnered more than 11 million YouTube views so far and has become a talking point on social. The spot has drawn both effusive praise and criticism for urging men to call out sexist, damaging or abusive male behavior.
Marketers should review the insights uncovered by consumer engagement with their brands across social, digital and in stores to identify behavioral trends that could indicate growth areas outside their core audience, writes Melinda Han Williams. Look for crossover interests among audiences, such as particular sports, and experiment with campaigns to see whether new messaging resonates and drives engagement, she suggests.