Our latest guide to the most interesting things happening in the world of advocacy marketing

1. COVID-19 and its surprising effect on influencer marketing

It’s easy to assume with coronavirus forcing millions to stay home that social media and influencer marketing would be thriving. But, not even influencer marketing is immune to the huge cultural shift caused by the pandemic. In such serious times, creating culturally appropriate sponsored content can be a fine line to walk. Influencers risk looking oblivious if they carry on business-as-usual and insensitive if they try to incorporate the virus into their content. And, given the current economic climate, brands are reluctant to invest in strategies that may not pay off. In response to this change, top-tier influencers are lowering their rates in their quest for work, and micro-influencers are now going up against larger influencers for partnerships, creating competition that’s bad for influencers but good for brands. Meanwhile, some industry insiders are more optimistic: a new report from Influencer Intelligence revealed that spending on cheaper goods and luxuries usually increases during times of economic crisis. And, with online spending and social media use up, there’s no shortage of customers looking for entertainment and escape. So while influencers will have to deal with canceled events and limited content opportunities, the current situation could just spark a new wave of influencer creativity. Read the full article.

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Our latest guide to the most interesting things happening in the world of advocacy marketing

The Good, The Bad, and the Ugly...of influencer marketing

1. The rise of influencer marketing agencies

With $1.9 billion spent on influencer marketing in the US and Canada alone, it’s clear that influencer marketing is no longer a passing market trend. And with the growth of influencer marketing has come the rise of agencies and networks that exist to help companies and influencers connect. Sounds perfect for both parties, right? Not necessarily. While this approach may help retailers achieve short-term influencer impression goals, many influencers claim that agency involvement can make it harder for them to form long-term relationships with brands—a key factor when creating original, relevant content. On the other hand, influencer agencies see their existence as a sign that the industry has matured. Gone are the Wild West days of influencer marketing—agencies’ involvement is meant to make sure brands are getting the scale, benchmarks, and results they deserve. But which approach is best for your business? Read the full article.

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January’s guide to the most interesting things happening in the world of advocacy marketing

The key to bring an industry leader is digital

1. L’Oreal chief digital officer Lubomira Rochet on the future of digital marketing

When you think of cosmetics giant L’Oréal, you’re probably not thinking about advocate marketing. But L’Oréal chief digital officer Lubomira Rochet isn’t like the rest of us. Six years into her role at the company, she’s driving the heritage brand’s transition from makeup brand to a digital beauty giant, via savvy advocate marketing strategies. Example? While Rochet admits bigger influencers are still used by the company for content reach, it’s regular consumers that they’re looking towards more and more for innovative advertising with high engagement rates. On top of that, L’Oréal is investing in AR tech and other strategies that are meant to start a conversation with customers and develop referrals and engagement. The key to it all? Consumer centricity. Technology and social media are constantly transforming, but you won’t know what to invest in until you know your customers. Read the full article.

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