The Engagement Rate

An industry bulletin for marketing pros.

Why don’t marketers like trampolines?

They’re afraid of high bounce rates.

Influencer & brand wins of the week 🏅

🎾In attempts to get over 1 million visitors at this year’s Australian Open, the grand slam has partnered with funny man and creator Louis Hanson to promote and host it’s Finals Festival, a concert slash tennis event slash summer rendezvous to get people people up and showing out for the the ‘happy slam’ of the year. 

^{Sponsored by InfluenceKit}

“Just sent my detailed stats without you having to ask 😍” - Said no influencer, ever.

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Working with influencers: leadership done right

In the rapidly evolving realm of digital advertising, influencer marketing has become a dominant force, surging to a substantial $6 billion annually, boasting a remarkable 3x growth rate over the past four years, according to Statista. Projections indicate that by 2029, advertisers will allocate over $69 billion annually to leverage influencers for promoting their goods and services. This meteoric rise presents a clear ultimatum to senior executives: adapt or risk falling behind in the competitive advertising landscape.

Traditional marketing strategies no longer suffice in this dynamic environment, creating tensions between brands and influencers due to generational gaps and inertia. The lesson for business leaders is evident: influencers are not mere promotional tools but essential partners in branding and marketing. Recognizing influencers as individuals who intricately blend their personal and professional lives, businesses must trust these content creators with creative freedom and seek their guidance to ensure authentic and aligned collaborations. The relationship between brands and influencers must transcend transactional interactions, requiring a personal connection built on trust and shared purpose for mutual success.

In this new era of interactive media, influencers stand out as vital partners for brands. Unlike traditional channels, influencers engage directly with their audience, demanding a distinctive approach to campaign planning that considers the influencer's personal brand and audience expectations. Acknowledging the unique challenges faced by influencers, including the solitary nature of their work and the need for support, is crucial for building productive relationships. Lastly, business leaders must embrace innovation, discarding old working methods to align with the fast-paced influencer industry, where adapting to new formats and strategies is essential for success in this ever-changing digital landscape.

Insights

How brands can improve pay equity for creators of color 

Creator and former Meta exec Antonia Alakija and Ogilvy influencer strategist Yasmin Koo have been hard at work educating brands and empowering creators of color to take charge in closing the pay gap. They recently shared three key recommendations…  

1️⃣Track creator pay:

• Marketers and agencies should track influencer pay across campaigns and conduct regular audits

• Documenting pay disparities, using resources like MSL Group's study or ANA's guide.

• Tracking helps raise awareness and convinces superiors of the importance of addressing pay disparities.

2️⃣Limit exclusivity clauses:

• Exclusive contracts impact creators of color negatively.

• Limit exclusivity clauses or shorten timeframes, ensuring fair compensation. Creators of color, often with less negotiating experience, may agree to stricter exclusivity terms.

3️⃣Address lowballing and educate creators:

• Some BIPOC creators undervalue their worth; marketers should educate them on their true value.

• Brands have a responsibility to ensure fair pay for creators of color and to acknowledge their unique contribution to engaging audiences.

These steps aim to create a more equitable environment in the influencer marketing space, acknowledging the unique challenges faced by creators of color and emphasizing the importance of fair compensation.

Brands are starting to work with Gen Alpha

In the realm of influencer marketing, a new wave is emerging as brands increasingly collaborate with Gen Alpha creators, despite the absence of robust regulations governing partnerships with kid influencers. 

Take 12-year-old beauty influencer Evelyn, for instance, who, with over 67,000 followers on Instagram and YouTube, shares her morning skincare routine featuring popular brands like Rare Beauty and Drunk Elephant. Brands like Saie, Tower 28, and Bubble have eagerly supplied Evelyn with products, while others, such as Jimmy John’s and Good Molecules, have paid for sponsored videos on her channels through Sweety High. The rise of Gen Alpha influencers reflects a strategic move by brands to connect with this young demographic on social media, where influencer content holds significant sway, given that 49% of kids trust product recommendations from influencers as much as those from friends or family.

However, the landscape surrounding kid influencers remains largely unregulated, causing hesitancy among marketers. While traditional entertainment industries have legal frameworks safeguarding child stars, the social media space lacks comprehensive protections. Despite this gray area, brands are venturing into partnerships with Gen Alpha creators, with industry players like Whalar and SuperAwesome establishing their own guidelines and safeguards. As brands navigate the evolving landscape, it becomes crucial to address ethical concerns and establish protective measures for these young influencers, ensuring both creativity and compliance in this burgeoning space.