5 Important Influencer Marketing Stories You Need To Read

Changes in the influencer marketing industry are happening faster than updates to social network privacy policies. To keep you on top of the news you need to see, ION has compiled our regular digest of the top influencer marketing stories from the last week. In our roundup, you’ll find updates about key social media platforms, details on new developments and some news about industry reports you need to see.

To Big Brands, From A Millennial: Snapchat Filters Are Where It’s At

ION’s Take: This raw assessment on why Snapchat appeals to the younger set is worth a review even if using the platform gives you an enormous headache. It’s the second story recently to point out that the Ghost has blatantly built its platform without any concern about alienating older audiences who seem mostly mystified by its user experience. That’s kind of the point, says this Millennial writer who encourages marketers to just go with it. Snapchat simply makes sense to the 12-34 year-olds and it encourages influencer engagement that is deeply embedded in regular use of the platform.

If you’re a billion-dollar company targeting millennials and you’re not investing in a sponsored Snapchat filter, you’re already late to the game. For those of you who have no idea what Snapchat filters are, they allow users to insert special effects into their selfies (think turning your selfie into an animated, purring cat) on Snapchat’s photo and video-sharing messaging app.

What Brands Need To Know About Snapchat’s Big Update

ION’s Take: Not to beat the drum too loudly on Snapchat but their big update this week isn’t just about Chat 2.0. Marketers will be happy to see that the Ghost is making changes to privacy policies and functionality on the social side of the platform that will help them make more effective use of the chat/social mashup that has quickly become one of the essential apps on the phones of Millennials and Gen Z alike.

Snapchat has a reputation for being a fast innovator. That reputation just got stronger with the introduction of Chat 2.0. Yet a couple of other changes might be more immediately meaningful to brands looking to connect with the platform’s over 100 million daily users. Read More at ion.co

Don’t Panic: Why Instagram’s Algorithm Change Is Great For Engagement

ION’s Take: With #ripinstagram trending and the threat of changes to the engagement-heavy, photo-driven platform of choice for many Millennials imminent, a calm voice to talk us through Instagram’s update was in order. While ‘relevance’ may sound like double-speak for ‘we’ll serve you more ads,’ Ayzenberg Group’s Lindsay Buchanan explains that the chances will benefit brands and influencers who plan ahead to work well in the new world of algorithmic newsfeeds on Instagram.

Earlier this month, Instagram broke the news they would be transitioning from a chronological feed to a more algorithmic experience. They assured that all the posts will still be there (floating around in the Insta-universe), just presented in a different order.

Influencer Marketing: Non-Celebrities Matter More Now Than Ever

ION’s Take: Another study shows what those in influencer marketing already know- consumers take cues on purchases from those they trust. In fact, it’s unsurprising that 30 percent of consumers say they would rather buy something endorsed by a non-celebrity blogger than a traditional celebrity. More surprising are the single-digit percentages of consumers that call TV, print and regular digital ads effective, despite the billions still invested in these traditional formats.

A large-scale national survey investigating how U.S. consumers’ online behaviors impact in-store purchase decisions has been released. The survey, which was fielded to nearly 14,000 adults earlier this month, found that 30 percent of consumers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity.

Digital Video Dominates Expanding Media Diet of 13-24 Year Old Viewers

ION’s Take: The amount of time young consumers spend with video is the headline for this study but the details goes deep. 13-24 viewers are in almost constant contact with videos and the details provide advertisers some great insight into how to connect with this audience at the right time with the right message and the best influencer advocate.

DEFY Media today announced findings from its fourth annual ACUMEN Report: Youth Video Diet, conducted in partnership with Kelton Global and Hunter Qualitative.