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  • Article
     | 
    JUL 2, 2021

    Influencers are an obvious choice, but brands can tap employees, sales staff, and even loyal customers—all of whom know the products inside and out—for their livestream sessions. Don’t limit livestreams to social media platforms. As in China, US ecommerce players also provide brands with livestreaming platforms, and retailers can also set up their own live streaming channels.

  • Article
     | 
    MAR 28, 2021

    It incorporated a catchy jingle, a team of five TikTok influencers, and even celebrity Jennifer Lopez. The campaign ended up being wildly successful. “We worked with a company called Movers+Shakers. They wrote custom music for us and then helped us figure out what our challenge would be. We saw a billion views with the hashtag [in just a few days].”. TikTok is a “try space.”

  • Audio
     | 
    JUN 9, 2020

    eMarketer principal analysts at Insider Intelligence Mark Dolliver and Debra Aho Williamson discuss whether TikTok has a future and what that might look like. They then talk about Instagram's new music-based augmented reality feature, how much the influencer market might take a hit and a new revenue-sharing agreement with Instagram creators.

  • Article
     | 
    SEP 20, 2020

    While it’s too soon to bid adieu to the aspirational influencer, it’s clear that the pandemic has humbled many of even the most polished creators.

  • Article
     | 
    SEP 8, 2020

    The pandemic is changing how brands work with influencers. Not only is it accelerating existing industry trends, it also presents new challenges and opportunities for influencer marketing.

  • Article
     | 
    AUG 31, 2020

    The pandemic has disrupted the influencer marketing industry. But it’s not time to completely throw out the rulebook, as most of the changes are accelerations of pre-existing trends, rather than transformative shifts in the market.

  • Article
     | 
    AUG 31, 2020

    Seventy-two percent of US and UK consumers who follow influencers said they were spending more time on social media since the outbreak.

  • Article
     | 
    AUG 11, 2019

    Scrolling through social media, it’s hard not to be influenced by influencers. Do you need another carry-on bag? Probably not. But do you have to have it after you saw an influencer capturing its essence on the hills of Santorini, and you suddenly saw yourself there? Of course you do.

  • Article
     | 
    MAR 24, 2019

    Finding the right influencer is just one step

  • Article
     | 
    JUL 16, 2019

    YouTube influencers make the most, but video is lucrative on Instagram, too

  • Article
     | 
    SEP 16, 2019

    Influencer marketing is an important part of the marketing mix for most companies, especially those in the retail space. A survey conducted last September by Forbes Insights found that 30.5% of companies worldwide are increasing their focus on influencers as part of the advertising media mix.

  • Article
     | 
    FEB 13, 2020

    Younger generations are more likely to buy products based on influencer recommendations, as well as consider them reliable. However, these demographics still see influencers as less trustworthy than other sources.

  • Article
     | 
    OCT 24, 2019

    Even for some luxury brands, authenticity trumps production quality when it comes to influencer marketing. That’s the case for American Express, which uses a mix of long- and short-term influencers to promote its products and services in a way that feels organic to the influencers’ aesthetic.

  • Article
     | 
    JUN 14, 2019

    Instagram has introduced a branded content feature that will soon bring sponsored influencer posts to your newsfeed—even if you don't follow their account.

  • Article
     | 
    FEB 26, 2020

    As the 2020 presidential race continues, some candidates are turning to social media influencers to spread their messages and garner support for their campaigns. It was reported that former New York City mayor Michael Bloomberg recently partnered with popular Instagram accounts to create meme content for promoting his candidacy, called the Meme 2020 project.

  • Article
     | 
    DEC 10, 2019

    Social networks like Instagram, Snapchat and TikTok have ramped up their social commerce efforts in the past year, shifting toward an ecosystem where users can discover, shop and purchase products one place. Initially, these social commerce features were only offered to brands, but now social networks are experimenting by bringing the same tools to influencers.

  • Audio
     | 
    MAY 19, 2020

    eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch discuss how brands are changing their approach to influencer marketing, the main challenges influencers are struggling with and what influencer marketing might look like going forward. They then talk about TikTok's call-to-action button, how platforms are dealing with misinformation and Twitter's purchase of a mobile-focused demand-side platform.

  • Article
     | 
    APR 23, 2020

    Fallout caused by the spread of the coronavirus—including travel restrictions, business closures and event cancellations—has taken its toll on the influencer marketing industry. Social distancing and fewer collaborations with brands have made it difficult for social media creators to produce regular content, causing some to shift focus.

  • Article
     | 
    MAY 26, 2020

    For our new report “Influencer Marketing and the Path to Purchase,” we spoke with a number of social media influencers to find out what brand partnerships look like from their perspective. They shared insights on what creative collaboration looks like, how to engage their followers, and what they do to measure the performance of their content.

  • Audio
     | 
    AUG 8, 2019

    eMarketer principal analyst Debra Aho Williamson discusses the influencer shift toward authenticity, and why influencer marketing may soon become regulated. She also assesses Facebook’s mind-reading program, a TikTok smartphone and Apple’s new credit card.

  • Article
     | 
    DEC 3, 2019
  • Article
     | 
    MAR 26, 2020

    Most influencers consider brand awareness to be their primary role when collaborating with marketers. But in the past year, social networks like Instagram have slowly begun opening commerce features to creators, indicating that influencer marketing could soon play a larger part in driving purchases on social media.

  • Audio
     | 
    OCT 29, 2019

    eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch discuss whether influencers have too many fake followers to be worthwhile, TikTok’s race to expand its ad sales team, and whether fake reviews for skincare products should give consumers pause.

  • Audio
     | 
    MAR 25, 2020

    eMarketer junior analyst Blake Droesch and senior analyst Jasmine Enberg discuss how COVID-19 changed social media engagement, platform advertising and influencer behavior. They then talk about TikTok's new "Transparency Center," the optimal social media posting lengths, Facebook Stories in other places and Instagram's disappearing text messages feature.

  • Audio
     | 
    FEB 25, 2020

    eMarketer principal analyst Debra Aho Williamson and junior analyst Blake Droesch recount their experiences interviewing 16 social media creators about how they approach brand partnerships, which platforms are working for them and influencers' role in the purchase process.

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