The Engagement Rate

An industry bulletin for marketing pros.

This week’s W🏅

🐶“Just spay me Denise…” 

PETA's viral billboard Is gaining applause across platforms accompanied by a companion ad urging "Just neuter me, bro," appearing on bus shelters and billboards.

This week’s L 💩

👀Maybe it’s Maybelline, maybe it’s Ozempic

Ozempic influencers on TikTok are upset over upcoming restrictions on weight loss content, effective May 17, which ban weight loss product promotion and limit minors' access to potentially harmful weight management content. Some influencers, like Dave Knapp, threaten to switch platforms. 

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New report reveals Amazon’s dominance in influencer-driven purchases

New findings from influencer-marketing company Izea shed light on how social media impacts what Americans buy, with Amazon emerging as the top shopping destination. According to the report released this April, a whopping 94% of people who bought products endorsed by influencers did so through Amazon. Efforts by platforms like TikTok and YouTube to promote in-app shopping might face an uphill battle, as consumers seem firmly entrenched in the habit of turning to Amazon for influencer-recommended products. Here’s the key takeaways from the report… 

👉Influencers themselves are heavy Amazon shoppers, 2.1 times a week higher than average social media users to be exact. 

👉Consumers influenced by social media personalities are over 7 times more likely to make their purchases on Amazon compared to other platforms like Walmart.com or in-app shopping options.

👉Middle-aged consumers aged 45 to 60 make up the largest demographic driving this trend. 

👉Consumers are increasingly turning to social media for product research before buying on Amazon, with 63% of weekly Amazon shoppers and 83% of influencers indicating they're likely to do so.

👉The type of content matters in influencing purchase decisions, with video content being the most impactful, particularly among younger consumers aged 18 to 29.

How influencer agencies are adapting to meet brands’ changing needs

The creator economy is facing a significant divide: while brand investment in influencer deals is on the rise, agencies specializing in influencer partnerships are encountering challenges. Take Sway Group, which laid off about 30% of its staff due to evolving business needs. Other agencies, such as Hermana and MG Empower, are adapting their business models to survive, with some expanding services like user-generated content (UGC) and affiliate capabilities while others scale back or pivot entirely.

Brands are increasingly seeking comprehensive solutions, prompting agencies to offer more than just influencer marketing. Services like creative strategy and execution are in demand, leading to a convergence of traditional creative and influencer marketing agencies. Mattress brand Naturepedic is a good example of this trend, consolidating its marketing strategy under one agency partner to ensure alignment across various marketing channels. 

Some influencer marketing agencies, like Hally Hair, are bringing influencer capabilities in-house, while others are turning to PR agencies for larger-scale influencer activations. This shift towards consolidation is impacting smaller agencies, pushing them to pivot towards talent management or expand their service offerings to remain competitive in a changing landscape.

Amidst this evolution, influencer marketing agencies face the challenge of meeting brands' growing demands for comprehensive marketing strategies that integrate creators across various platforms and mediums. Failure to adapt to these shifting demands has led to struggles for some agencies, while others have successfully adjusted their services to align with clients' evolving needs, ensuring their relevance in the rapidly changing creator economy.