The Engagement Rate

An industry bulletin for marketing pros.

Influencer & brand wins of the week 🏅

🌑Total eclipse of the heart 

Nike used the solar eclipse as a chance to promote their partnership with basketball star Victor Wembanyama, who's known for being incredibly tall and skilled at basketball, has been nicknamed "alien" because of his talent. The brand hinted at a new logo by showing a mysterious design that looks like something from outer space, receiving 13 million views. 

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In retrospect: the rise of influencer marketing

In recent years, influencer marketing has undergone a significant transformation, evolving from a mere trend to a powerful force in the marketing landscape. While there have been notable missteps such as the infamous Fyre Festival and controversial influencer behavior during the Covid-19 pandemic, these setbacks have not overshadowed the numerous successes the industry has achieved.

In 2023, influential figures and social media platforms took center stage at prestigious marketing events like Cannes Lions, signaling a pivotal moment for the industry. No longer viewed as a secondary marketing tactic, influencer marketing has emerged as its own specialized channel, garnering serious attention from brands and agencies alike. This shift underscores a growing recognition of influencers' impact on consumer behavior and brand perception.

One striking example of this shift occurred during the 2024 Super Bowl LVIII, where major brands diverted their advertising budgets towards influencer partnerships instead of traditional TV commercials. Pepsi's decision to collaborate with Khaby Lame, a TikTok sensation boasting millions of followers, exemplifies this trend. By leveraging Lame's massive reach and engagement, Pepsi was able to achieve significant visibility and resonance with its target audience at a fraction of the cost of a Super Bowl ad.

The success of influencer marketing lies in its ability to merge data-driven insights with compelling creativity, creating content that not only captures attention but also fosters genuine connections with consumers. Unlike traditional advertising, where messages are often perceived as interruptions, influencer content is willingly sought out by followers who trust and engage with their favorite influencers. However, for brands to fully harness the potential of influencer marketing, it's essential to integrate it seamlessly into their overall marketing strategy and allocate sufficient resources and budget. Treating influencer marketing as a strategic imperative rather than an afterthought is crucial for driving meaningful results and staying competitive in today's dynamic marketplace.

Ads for creators and brands is going to start looking very different

In a recent YouTube video, Shelby Church talked about quitting Airbnb. Then, out of nowhere, you see two soda cans appear on the screen with a message saying "This video is brought to you by Bubly." This is part of a new way of advertising on YouTube and TikTok that doesn't interrupt your viewing but still helps creators make money.

This new approach comes from a start-up called Rembrand who want to make ads less annoying by using AI to create animations that fit right into the video instead of pop-ups (I think we can all agree that’s an improvement). 

For creators like Shelby Church, who have lots of subscribers, this means they can earn some extra cash without doing much extra work - they get a cut of the money that Rembrand makes from advertisers. Right now, most of these ads you'll see are on YouTube, but they're starting to show up on TikTok too. They're usually a couple of minutes long, but they blend in so well you might not even notice them.

And Rembrand is making it easier for creators to get in on the action. Soon, creators will be able to use Rembrand's tools themselves to add these cool animations to their videos and get paid for it. Stay tuned!