Niche Influence
When it comes to working with influencers, bigger isn’t always better. To launch its Floatride Run running shoes, Reebok collaborated with 1,200 running experts, and – despite a $150 price tag – Floatride has become Reebok’s highest-rated and No. 4 best-selling sneaker. These experts weren’t selected for their high follower count, but rather, their credibility in the running world. Even better, Reebok didn’t pay a cent to these influencers. They merely supplied free sneakers. “Influencers [is] a broad term. For us, they are not just people with 100,000 followers on Instagram. Instead, they are experts in the running field who work at a local footwear store or participate in a running club, for instance,” said David Pike, associate manager of brand management for Reebok.
Disclosed
According to a recent study, 93 percent of the top celebrity influencer Instagram ads aren’t properly disclosed. “Kind of shady,” says Buzzfeed. And we agree! Why is disclosing so important? Because the Federal Trade Commission (FTC) requires it. “In a very general sense, it should be clear and apparent to the average person that a celebrity has a 'material connection' – is either getting paid cash or was given free swag – to the brand,” writes Katie Notopoulos. Instagram ads should always have #ad or #sponsored hashtags (and they shouldn’t be hidden beneath the fold). And #partner won’t cut it – most users don’t understand what that tag entails.
Meme Queens
Lola Tash and Nicole Argiris are this summer’s Instagram viral breakout. Their account, @MyTherapistSays, posts a combination of aggregated and original memes, and it’s climbed to two million followers in just two years. “The name implies a mental health bent to the jokes, but most are more relatable gags about being an anxious twentysomething woman who’s a bit of a mess,” writes Cosmopolitan. It’s working – Tash and Argiris have begun posting sponsored content, they’ve penned an upcoming novel inspired by the account, and they’re collaborating with Gucci. The lesson here? Hot memes can be turned into cold hard cash.
#WhatsYourMajor?
Want a piece of the lucrative influencer pie? Go to college – in China. A Chinese university is offering a degree on how to become a social media star. The course features tips on photography, etiquette, makeup, dance and much more. But beware: with 700 million Chinese smartphone users, there’s plenty of competition out there. It could be worth the effort though. “Top-earning internet celebrities, known as Wang Hong in China, can earn up to $46 million a year,” says Mashable.
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Tyler Wilcox
Tyler Wilcox : April 19, 2019
