The Engagement Rate

An industry bulletin for marketing pros.

Hey! I hope the weather is nice where you are. I’m currently in London for the Wimbledon Championships and I think I’ve spent more time under a roof this past week than my whole winter. Anyways, some good influencer content incoming in 3, 2, 1…

Spotlight! 📸

L’Oréal's brands, including CeraVe and NYX Professional Makeup, participated in the Essence Festival of Culture in New Orleans, featuring activations and panels. To prepare, L’Oréal enlisted Corporate Erin, your painfully delightful HR character played by Lisa Beasley, in videos parodying “The Office” and incorporating business terms into beauty routines.

The biggest L 👎

In recent months, TikTok has seen heated discussions about influencers' unclear or absent sponsorship disclosures. Travel creator Dana Alyss highlighted a video by popular TikTok creators, assumed to be Tyler Bergantino and Gabby Gonzalez, featuring gifted products without proper disclosure, prompting discussions on FTC requirements for endorsements.

Collab of the week 

Wimbledon renewed its partnership with fashion influencer Morgan Riddle, girlfriend of tennis player Taylor Fritz, for the second season of her online series “Wimbledon Threads”. As the host, Riddle has been interviewing attendees and providing a behind-the-scenes look at the tournament.

Trust in influencer marketing 2024: The new consumer insight

IZEA’s new report, "Trust in Influencer Marketing 2024," reveals game-changing insights from over 1,000 Canadian social media users.

Key findings:

• 62% trust influencers more than celebs.

• 50% have bought products used by influencers.

• 54.4% say authenticity boosts trust.

Among 18-29-year-olds, 67% made influencer-inspired purchases, and 51% shopped directly through social media apps.

For marketers, TikTok and Instagram are key, with 40% of young adults researching products on TikTok.

Get ahead of the trend. Download the report for free here.

^{Presented by IZEA}

Brand loyalty in today’s age 

A recent experience at a New York City restaurant reveals a growing problem for marketers. A group of friends were offered a free round of drinks just for signing up for the restaurant's loyalty program with their email addresses, but all four declined. This hesitation to join, even with an $18 cocktail incentive, highlights a larger loyalty crisis in today’s marketplace. 

A study by SAP Emarsys shows a drop in U.S. customers' loyalty to specific retailers from 79% to 68% in just one year. Brands are facing this crisis because they dilute rewards, annoy customers with irrelevant messages, and erode customer service and product quality. These missteps lead customers to feel there’s little value in the loyalty programs offered. Personally, I've seen this with travel programs that constantly change their benefits and degrade amenities. Marketers need to make customers feel valued and understood to build loyalty effectively.

To regain customer loyalty, brands must offer hyper-personalized and relevant experiences. A McKinsey study found that a majority of consumers expect personalization, and many are frustrated when they don't get it. By leveraging AI, brands can analyze data to deliver targeted messages and offers. For example, Marks & Spencer uses customer data for personalized digital messages and AI-driven recommendations. Loyalty programs should be unified across a brand's offerings, requiring just one enrollment and allowing easy access via an app or dashboard. Additionally, top-notch customer service is crucial. A hotel I once disliked won me over by offering personalized touches and benefits for my family, making me feel appreciated. Brands must ensure consistent, high-quality products and responsive customer service. Companies like Daily Harvest use AI to improve operations, enhancing customer satisfaction. Ultimately, brands that understand their customers and provide a seamless, rewarding experience will earn lasting loyalty.