Why celebrity endorsement is not influencer marketing

Originally posted on Scott Guthrie:
Big budgets don’t guarantee trust. Connecting with the right people builds trust – writes Scott Guthrie Being popular isn’t the same thing as being influential. Mickey Mouse is popular. Katy Perry is popular. But you wouldn’t think to turn to Mickey or Katy to influence your decision to buy a…

How to identify influencers using the four S model

Originally posted on Scott Guthrie:
Identifying the most appropriate influencers at scale is a blend of art and science. The influencer identification four S model breaks the process into core elements – writes Scott Guthrie. 75% of communications professionals say identifying relevant influencers for brand strategy is their biggest influencer challenge. For smaller companies –…

Why it’s good business for influencer marketing to embrace disclosure rules

Originally posted on Scott Guthrie:
Influencer marketing creators and brands stand to gain from proper disclosure – writes Scott Guthrie Regulators are cracking down on brands and influencers who fail to adhere to the rules governing online advertising, sponsorship and endorsements. Effective disclosure of influencer marketing content falls into three domains: Regulation Ethics Commercial success…

How influencers gain from Instagram’s changes to feed display

Originally posted on Scott Guthrie:
Instagram influencers will benefit from the platform’s changes by listening to their audiences, knowing what they want and delivering consistent, high-quality content that their audience feels compelled to interact with – writes Scott Guthrie There’s a sketch by British comic double act Morecambe and Wise. In it Andre Previn berates Eric…

Eight Tips for Influencer Marketing Done Well Spin Sucks

Source: Eight Tips for Influencer Marketing Done Well Spin Sucks Important reminders on using influencer marketing to achieve business objectives by Gini Dietrich. Resonance over reach & learn to relinquish control. Influencers are influential because they consistently create compelling content that resonates with a select audience. The content resonates because it’s authentic. The more you […]

FTC continues its influencer marketing crackdown with Machinima order

Last September, the FTC settled charges against YouTube-based gaming network Machinima over failure to disclose payments to YouTube “influencers” surrounding an Xbox promotion. Today, the agency announced its final consent order in the case. This marks the second announcement this week in connection with a settlement surrounding native ads that did not carry proper disclosures […]

Native Advertising & Sponsored Content: Meeting disclosure rules in the US

Source: Native Advertising: A Guide for Businesses | Federal Trade Commission Marketers and publishers are using innovative methods to create, format, and deliver digital advertising.  One form is “native advertising,” content that bears a similarity to the news, feature articles, product reviews, entertainment, and other material that surrounds it online. But as native advertising evolves, […]

Bloggers now to pay tax for “free” goods and services | Marketing Interactive

Inland Revenue Authority of Singapore (IRAS) has turned its attention to the local blogging community this tax season. For the first time, the largely unregulated community has received letters from the IRAS stating that all payments and benefits derived from the carrying on of blogging or any other marketing activities performed on social media platforms […]

InstaBrand releases ‘contextually relevant’ Influencer search platform | ZDNet

Los Angeles based influencer marketing company InstaBrand has released its influencer search platform that analyses of over 100,000 multi-platform social media influencers. Contextual relevance seems to be more important than the sheer reach of social influencers when it comes to achieving brands’ campaign objectives. The tool’s search algorithm takes into account gender, location and behavioral […]