Just 6% of consumers believe they are swayed by influencers

Artwork depciting a social media influencer.

Despite influencer marketing continuing to dominate across both online and increasingly offline channels, only 6% of consumers globally are swayed by influencers or celebrity endorsements when choosing which retail channel to use when making a purchase.

This is according the latest OpSec Security Consumer Barometer trust index, which found that even among 18- to 24-year-olds, the so-called ‘digital generation,’ influencers only make their mark on 12% of consumers, with the...

76% of Instagram influencers hide advertisement disclosure in their posts

Someone using Instagram on their smartphone.

More than three quarters of influencer adverts on Instagram have the disclosure hidden somewhere in the post, whether that be in the middle, at the end or in a comment.

This is according to research undertaken by the team behind global affiliate network Awin.com as part of a wider look into disclosure in affiliate marketing.

For the study, the top 100 posts for each disclosure hashtag were analysed to see whether the hashtag was visible in the original post, or needed...

ISBA launches Code of Conduct for influencer marketing

A camera and bottle of perfume next to a smartphone.

The Incorporated Society of British Advertisers (ISBA) has launched a Code of Conduct for influencer marketing, aimed at raising standards, smoothing relationships between industry participants, and delivering transparency for consumers.

The Code has been driven by ISBA members who wanted to address the negative issues surrounding influencer marketing. It was designed in collaboration with representatives from talent agencies and a group of influencers – and the aim is that it...

How important are influencers to our marketing strategies?

Artwork depciting a social media influencer.

Alongside staples such as content, social media and email marketing, influencers have become an integral part of brands’ marketing mix.

Our recent research revealed that 71% of companies currently use influencer marketing or have used it in the past. What’s more, 42% of companies cite influencer marketing as one of their primary channels. This demonstrates that influencer marketing has become a mainstay in the vast majority of companies across virtually every...

Everyday social media influencers grow in popularity

A man and woman covered in paint and holding paint brushes.

The everyday social media user has become the preferred influencer to follow for more than half of consumers (56%). 

Whether it is friends, family, peers, or wider networks, those that share day-to-day content, products, and places that they find a genuine interest in, without an agenda to promote, are now the most trusted source for authentic and genuine content for two in five consumers (38%).

The findings come from a study by Bazaarvoice, a provider of product...

How influencer marketing is creating the new shop window – and how retailers must react

Bricks-and-mortar retail has had a horrid 12 months. Although restrictions are now being lifted and we’re starting to see a glimmer of the much-vaunted economic bounce back, there is still a lot of uncertainty. Big questions remain around whether we will ever see a return to how things were before the pandemic in terms of consumer behaviour, and just how the high street – which has been under threat for years – will fare.

Retail brands have had to face many challenges on...

Four key steps for marketers to seize the Clubhouse moment

Clubhouse stepped in as the social media app for building connections amid lockdowns and social distancing. For those who aren’t familiar with the buzz yet, the invite-only app connects people through audio chat rather than the direct messages, status updates, or photos and videos typical of other social networking platforms. Part radio, part Zoom, part podcast, Clubhouse has taken the world by storm in recent months.

The app continues to grow in popularity, up from 600,000...

How TikTok can recover from its shadowbanning problems

TikTok has increasingly become a major part of brands’ marketing strategies. The platform offers incredible potential to reach target audiences in authentic, creative ways. But as more brands start to work with TikTok creators, they have to understand a key issue those creators are worried about: shadowbanning.

What is shadowbanning?

Shadowbanning occurs when a platform suppresses or removes content without notifying users. Creators might begin to suspect they’ve been...

Influencers vs. copyright for music beds: Why AI could be the solution

If you find the topic of music copyright confusing then you’re not alone. It’s complicated, disjointed and expensive. But for content creators it’s an integral part of their process and necessary to achieve success.

All content creators understand the value that music adds by providing a layer that sets emotion, fun and enhances the experience for the viewer. But the practical application isn’t as straightforward as adding your favourite track to your...

How to determine brand readiness for influencer marketing

Influencer marketing is no longer an unfamiliar territory. The industry is projected to be a $15 billion global industry by 2022, up from $8 billion in 2019. It’s no surprise then that CMOs continue to emphasise influencer marketing strategies in their plans.

74% of CMOs surveyed in the 2019-2020 Gartner CMO Spend Survey planned to increase their social marketing (including influencer marketing) spending while 65% planned to roll out full or pilot influencer campaigns, with an...