Industry-Leading Thoughts on Digital Marketing
From reaction to the latest news in the industry to insights learned from his digital marketing practice with clients, and from observations of strategies and executions from others to engaging interviews with the thought leaders in the space, Jason Falls offers useful content for digital marketers of all kinds. Don't miss an article by subscribing to the site's content on Feedly, Flipboard or your RSS reader of choice.
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Can We Please Kill Authenticity?
Two weeks ago I spent several hours judging entries in an influencer marketing awards contest. Part of the submission was for the brand or agency to describe their organization’s unique selling proposition. Every single entry had some version of the following in their answer: “We focus on authentic, transparent and human connections with our … …
The Ad Agency that Manufactures Influence
We recently had a conversation with Brandon Brown of influencer platform Grin about CGI influencers—computer generated avatars that seem to be real people posting influencer-like content and gaining followers. That conversation opened up some discussion about using the influencer landscape as a palette for creativity. We joked that Kentucky Fried Chicken should create a Colonel …
More Truth Surfaces About Influencer Fraud
My previous commentary that focused on the idea that Words Matter pointed out a flaw in semantics with how HypeAuditor reported fraudulent behavior. That semantic difference—a simple poor choice of words—lead Campaign U.S., a popular advertising industry publications, to post the statement that more than half of Instagram influencers—”engaged in fraud”—with 45 percent of accounts—”fake.” …
Value Mapping: The Next Level of Influencer Selection
Once upon a time, I was a fairly knowledgeable guy about social listening. (I still am, I think. But in the early 2010s I was kind of known for that.) Analyzing online conversations to mine for consumer insights became such a focus for me that I started a company around the practice. The Conversation Research …
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A Video Tour of Julius, My Influencer Marketing Software of Choice
I’ve been using Julius for influencer marketing discovery, campaign management and measurement for several years now. Its user interface, functionality, feature set and the curated information Julius’s research team loads into the platform make it a superior choice, in my opinion. Julius is the software I mention in my book more often than others for …
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Which Influencers Are More Effective?
For much of the last year or so in the influence marketing space, there has been a growing trend to move away from mega-influencers in favor of micro- and nano-influencers. Those with fewer than 50,000 or even 10,000 followers. The reasons, as we’ve discussed with several of our guests, is that the smaller the following, the …
The Growing Trend of Influencer Houses
One of the fascinating new trends in the influencer space is that of influencer houses. You may have heard The Hype House, probably the biggest example in the U.S., is queued up for a Netflix distribution deal after starting on social media channels. There’s another in the U.S. called the Sway House, yet another called …
Can Paid Content Curation Give Influencers New Revenue?
I’ve had the good fortune to have built a respectable audience over the years, creating and sharing content on social networks, writing blog posts and articles, speaking at conferences and the like. My primary platform for much of that time has been Twitter. And the way I built a nice following there was by sharing …
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Solving the Problems of Influencer Marketing Programs
Nothing gets me excited quite like finding like minded people who are interested in and knowledgeable about the same things I am and having a good conversation. That’s why I started this podcast. I feel like I eat, sleep and breathe influence marketing these days. So I love talking to smart people who do the …
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What is Your Influencer Marketing Philosophy?
When the first inklings of what we have come to call influencer marketing emerged in the late 2000s, Instagram, TikTok and SnapChat didn’t exist. Facebook was actually barely a thing at that point, because only college-tied emails initially earned access to the platform. YouTube existed, but web video was still complicated and cost-prohibitive for the …
How Podcasting Can Change Your Influence Game
It’s pretty obvious that you believe in the power of podcasting. Or at least you’re willing to give it a shot or you wouldn’t be listening to this, right? Yes, podcasts are a great way for someone like me to share ideas and interview interesting people for people like you. Ideally, you find the episodes …
The Power of Women in Influencer Marketing
People don’t solve problems in a vacuum. At least most people don’t. Problems are usually solved when two or more people get together and collaborate on ideas. That’s the nugget of truth behind the concept of networking. You get together with others to share ideas, but also challenges, tapping into the crowd for resources, solutions …
Guess What’s Killing Influencer Marketing? Influencers.
There is a force at play in the influencer marketing space that puts the entire industry in danger. If that force isn’t reckoned with, and soon, the practice of leveraging individual content creators with attractive audiences on social networks for brands will die. This particular group isn’t killing influencer marketing intentionally, mind you. But they’re …
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Taking a Multi-Tiered Approach to Influencer Engagement
What’s the sexiest medical device you can think of? I recently discovered that eyeglasses are technically considered a medical device. And that puts them squarely in the crosshairs of style and fashion. Marissa Cundiff is the vice-president of marketing for Kenmark Eyewear, a manufacturer that supplies some of the most recognizable sunglass and eyeglass collections …
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An Influencer’s Take on the SAG-AFTRA Influencer Agreement
Last month the Screen Actors Guild and American Federation of Television and Radio Artists or SAG-AFTRA in the trade, unveiled a plan to account for influencers in its union. My initial take was applause for the move because it meant that an influencer or content creator now had at least a path to health benefits …
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