The Engagement Rate

An industry bulletin for marketing pros.

Hello!

In the face of U.S. ban threats, TikTok boldly introduces new e-commerce and creator tools, showcasing its commitment to innovation. Meanwhile, Reddit's "Free-Form Ads" are changing the game, allowing brands to naturally integrate into discussions with dynamic posts.

Europe's influencer marketing boom

Europe's creator economy is on fire, and it's all thanks to influencers turning their online clout into cold, hard cash. Here’s the lowdown on why Europe’s influencer marketing scene is more lit than ever.

Show me the money: It's all about the benjamins, baby. Agencies like BeInfluence are making it rain, with revenues expected to hit €7.5mn in 2024, proving that when influencers talk, people don’t just listen—they open their wallets. Goldman Sachs predicts this gold rush isn’t slowing down, with the creator economy set to double by 2027.

Swipe up for change: Remember TV? Yeah, neither does Gen Z. Streaming and social media are the new prime time, with 69% of young social media followers choosing influencers over television. This seismic shift in media consumption means advertisers are now chasing eyeballs on Instagram stories, not TV stories.

Data is king: In the age of likes, shares, and retweets, brands crave the juicy insights social media offers. Agencies are geeking out on data that shows who’s watching and engaging, allowing for sniper-precision marketing strategies. And with platforms providing real-time engagement stats, it's no wonder brands are diverting funds from traditional ads to influencer collabs.

The plot twist: But it’s not all #SponsoredContent and rainbows. The influencer marketing paradise faces a storm in the form of tightening regulations across the EU and UK, aiming to add a layer of transparency to the influencer-brand love affair.

As the creator economy booms, influencers and agencies navigate this new frontier, armed with hashtags and analytics, reshaping what it means to be famous and, more importantly, profitable in the digital age.

^{Sponsored by Chargeflow}

⚡️Learn from eCommerce's sharpest minds and have a chance to win an Apple Vision Pro

Chargeflow is rolling out the red carpet for "The Future of D2C in 2024: A Roundtable Discussion with eCommerce Visionaries" in just 2 days. Get ready for an electrifying event that brings together the crème de la crème of the DTC world, including founders and executives from leading brands like Obvi, Crossnet, Outway, and Brez, alongside big hitters from top eCommerce SaaS platforms such as Yotpo, Triple Whale, and Gorgias.

This is your golden ticket to uncover the latest growth strategies that will shape eCommerce in 2024, straight from the industry’s trailblazers. But that's not all – attendees also stand a chance to snag an Apple Vision Pro, alongside gift cards and exclusive platform credits.

Secure your spot now! (only 27 spots left)

Influencer gold: Disrupting feeds & cashing in on the hype

Buckle up, folks! It's time for the lowdown from the latest Post Performance Report by Sprout Social, slicing through the noise to bring you the gold nuggets of influencer marketing that's setting our feeds on fire. Think of this as your express lane to campaign brilliance without blowing the budget.

Survey says: 81% of marketers are all in on influencer marketing, but nearly half are in the dark about whether it's worth the hype. We're spotlighting the campaigns that not only caught our eye but made the big shots pay attention.

Plot, the fresh face on the block, is killing it on LinkedIn with influencer collabs that have everyone buzzing and lining up. YSL Beauty had influencers and fans swooning with their Valentine's Day Candy Glaze launch, showing how the right buzz can make hearts flutter and registers ring.

Disney's Echo is rewriting the superhero narrative with a campaign that champions representation, thanks to strategic influencer partnerships. Meanwhile, Porsche is taking a walk on the wild side with TikTok content that's anything but typical, proving that a little quirk can go a long way.

Closing with a bang, Reformation teamed up with Monica Lewinsky for a voter empowerment campaign that's bold, impactful, and has everyone talking. The lesson here? Influencer marketing is your secret weapon for genuine engagement—when done right. Check out the full report.

CreatorIQ spills the tea on influencer loyalty

This week, CreatorIQ, the influencer marketing gurus, dropped some bombshell insights that are turning heads and flipping scripts in the brand universe. Their latest study, a deep dive into the world of creator exclusivity and brand collaboration, is dishing out the real talk on what's what in the influencer game as of 2023.

Exclusivity? It's complicated

Turns out, when it comes to creators playing the field with brands, the rules of engagement are as varied as your dating apps. For the NFL chatter, it's like a packed party where everyone's talking about every team - lots of love to go around. But hit up the beauty scene, and it's a whole other vibe. Just 3,000 influencers are holding down the fort, raking in over half the clout for the top makeup moguls.

QSRs: The cool kids and their tight circle

In the fast-food joint, it's an exclusive club where less than 1% of the influencers are serving up the juicy content that's driving over 30% of the buzz for the biggest names in the biz.

Playing the field or exclusive dating?

CreatorIQ's dropping a truth bomb that might just shake up your strategy - being the belle of the ball isn't the goal. With most creators juggling multiple brand partnerships, it's about joining the conversation, not owning it. There's a hint in the air too; maybe it's time for some collab over competition, expanding the playground for everyone involved.

So, what's the big takeaway? In the influencer love story, it's not about locking down an exclusive relationship. It's about understanding where you fit in the grand social soiree and maybe, just maybe, realizing that sharing the spotlight could lead to bigger and better things.

Influencer & brand wins of the week 🏅

🌟 Dylan & Half Magic: A sparkly collab!

Dylan Mulvaney drops "Days of Girlhood" with a music video makeover by Half Magic Beauty. Sparkles, behind-the-scenes, and TikTok magic included!

💖 Find your CoverGirl moment!

#BeACoverGirl contest is on! Partnering with top influencers, CoverGirl searches for its next ambassador. Prizes, trips, and glam await!