Influencers Get Real
Where digital meets travel + lifestyle … A collection of can’t-miss news from this week. Sign up to get the TURNER Weekly Download in your inbox every Friday.
Influencers Reach Fraud
Influencer reach – real or fake? Kellogg’s is drawing a line in the sand and no longer paying influencers on reach. According to a report from Digiday, the brand says it simply doesn’t know whether engagement is genuine or a sham. “We don’t buy social media ads based on reach anymore because it can be easily faked,” said Joseph Harper, social media lead at Kellogg’s in the U.K. and Ireland. “We’re trying to move away from being solely reliant on vanity metrics and take into account the sentiment of posts as well as the different types of conversations happening around them.” Sounds like a good idea to us – though much more work.
Pivot to Digital
While Kellogg’s is moving away from influencers to some extent, Nylon is going all in. The magazine recently ended its print run and laid off its print staff. So what’s next? Influencer marketing. Nylon is in a good position to get into the game – it actually already owns two influencer agencies: Socialyte and Simply. According to Digiday, “Nylon now manages 75 influencers exclusively through Socialyte and manages 10 celebrities exclusively through Simply. Nylon has already run campaigns for American Express, Audi, Ralph Lauren, Marc Jacobs, Starbucks, Amazon, Google and Louis Vuitton.”
What is luxury? Well, it’s debatable – as proved by a recent Payless Shoe Source prank that rebranded their products in a “luxury” shoe store. At a recent Los Angeles event, the discount footwear retailer secretly introduced a new luxury brand. The shoes are called Palessi. They’re designed by Italian designer Bruno Palessi. However, neither the shoes nor the designer are real. But fashionista influencers fell for it, raving about the $600 shoes. “We felt like this campaign would be a great way to get a lot of people to consider Payless again, and to realize it’s more than just a shoe store in the mall,” said Sarah Couch, Payless’s chief marketing officer. What do you think? Tweet us @turnerpr.
Promoted Tweets Get Weird
As the above stories show, getting noticed online is harder and harder these days. So why not try promoting tweets? Obviously, brands have been doing this for years, but influencers and average joes are getting into the act as well. And things are getting weird. The Ringer’s Kate Knibbs dives deep in a very entertaining feature. “Weird Promoted Tweets are not purchased by advertisers, at least not in the traditional sense, and while they do intend to engage with a wide group of users, they don’t attempt to sell anything,” she writes. “Instead, they’re personal missives the tweeter simply felt gassed up enough about to pay legal tender to disseminate online.” Don’t be afraid to get weird!