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: The Book
Influencers rule the digital space. Now, they’re moving into the physical world. WWD has the scoop. The new book “ Liketoknow.it: Stories From the Influencers Next Door” by Amber Venz Box, cofounder of RewardStyle and influencer-beloved shopping app Liketoknow.it, “spotlights the stories of nearly 100 influencers from RewardStyle’s network of 30,000. In Q&A format, the influencers share tidbits on what they were doing before they started influencing, what inspired them to become influencers and the advice they wish they could tell their ‘nascent influencer’ selves.” The book features interviews with Sarah Tripp ( @sassyredlipstick), Jessica Wang ( @notjessfashion), Monica Awe-Etuk ( @awedbymoni) and Kendall Kremer ( @styledsnapshots). It sounds like a perfect late-summer beach read!
Storytelling On Snapchat
Instagram dominates the influencer landscape. But Snapchat is still in the game. The platform has just rolled out a new way of connecting brands and influencers called Snapchat Storytellers. TechCrunch says it’s a pilot program that will “introduce brands to five of the app’s most popular content makers, including Mplatco, Cyrene Q and Shonduras. They’ll star in ads for Stories and Discover or provide creative direction to brands with their expertise, gleaned from gathering audiences of millions over the past few years, in exchange for cash.” Going forward, we’ll keep an eye on this new feature to see if Snapchat catches up.
Influencers In Your Own Backyard
A brand doesn’t have to search far and wide for the perfect influencer. He or she might already be working for the brand! According to Glossy, the new trend of using employees as influencers has several benefits. These employee influencers can provide authentic, high-quality content. They can do it for cheaper than big-name influencers. Even more, the brand is “forming longer-term loyalty with their employees by expanding the relationship and demonstrating an appreciation for the employees’ brand knowledge and affiliation.” Today, the approach has caught on in a big way in the fitness, fashion, beauty and lifestyle realms.
Memes Go Big
Online influencers are big – but have they peaked? Some experts think so. Meme accounts may be the next thing in terms of ROI. These accounts consistently deliver memes that users respond to and engage with. “Meme accounts get such a good return on investment compared to influencers, who no longer get the same results,” Lauren Smeets, talent strategist at social agency Cult LDN, told Digiday. “It’s hard for a brand to create the kind of wit that comes naturally to the content creators behind these meme accounts. They are relatable, so they get amazing engagement.” What's more, meme account partnerships can be much cheaper than influencer partnerships. At least for now …
Weekly Moment of Zen
Living legend singer-songwriter John Prine shares his travel tips.
Tyler Wilcox
Tyler Wilcox : August 30, 2019
