Influencer Challenges (And Opportunities)

A curated collection of can’t-miss news from this week, including 2021 influencer marketing trends and more. Sign up to get the TURNER Weekly Download in your inbox.

Every Stylish Girl

From transforming  The Cut’s social media presence to founding  Every Stylish Girl, a company devoted to elevating Black and Brown women at media companies, Nana Agyemang has an impressive résumé, to say the least. But wait, there’s more: in addition to being a multimedia journalist and entrepreneur and journalist, she’s a powerhouse influencer in the travel and fashion spaces — just  check out her dazzling Instagram feed for an abundance of inspiration. Recently, Nana took some time out from her busy schedule to chat with the TURNER team.

Influencer Challenges

We’ve said it before, and we’ll say it again. Influencer marketing on Instagram is here to stay. But it’s a complicated landscape. Forbes’ Terry Tateossian outlines some of the key challenges, from impostors to measuring campaign performance. “With over 1 billion monthly active users, Instagram is a promising social platform to capitalize on and generate leads and sales,” Tateossian writes. “Marketers who use Instagram enjoy multiple benefits such as insights and feedback from customers, high engagement rates, trackable leads and the opportunity to reach untapped audiences that others are missing.”

Black Friday Evolves

Traditionally focused on in-store experiences, the Friday following Thanksgiving (Black Friday) has emerged as a major e-commerce event. And in order for brands to make the most of it, influencers are essential, writes The Drum. “According to HubSpot, consumers are 71 percent more likely to purchase a product following a social media referral, while research from Facebook shows that 71 percent of weekly users have taken any shopping action as a result of seeing content posted by creators. This makes Black Friday the perfect occasion to capitalize on the trusted opinions of creators.”

Next Year’s Consumer Trends

Mintel, the trend and insights platform, released its 2022 Global Consumer Trends recently — a must-read! “From technology that predicts the success of potential romances to brands tackling COVID-19 ‘survivor’s guilt’ and eco-anxiety,” the study gives an important glimpse into what’s coming around the bend in the next 12 months. Check out a summary and download the full report.

Weekly Moment of Zen

Thanksgiving's trendiest dessert is the pumpkin roll: Here’s how to make it.