Influence Weekly #76 - The Takeaway Audio Version

Caution: Strong, adult language in this episode. The Countdown Here's What's Driving Digital Purchases Half (52%) of those surveyed who use social media said they have clicked on an influencer's post. Nearly a third of those (31%) have then gone on to buy the item It’s Official, my Instagram “Likes” are Gone! “I didn’t feel like I missed the likes” What’s interesting is that he’s very much aware that the likes are gone. Why General Mills is spending more of its digital budget on influencers They are spending about a third of their digital on influencers. Arjoon Bose, head of marketing for Europe at General Mills, said the decision to spend more on influencers came from the need to show his bosses how effective influencers are compared to other forms of marketing. It leaves the question still unanswered… how to measure influencer marketing. TikTok Has Created a Whole New Class of Influencer Insider Info: Interestingly enough the campaign featured in this article for How to Train Your Dragon 3 was done by The QYOU which has been doing TikTok campaigns for years now. The takeaway is that tiktok campaigns are still in infancy. It’s still just “the best UGC” and I’d like to see more creativity in campaigns. A Pod Of Her Own: Dear Media Bets Influencers Can Amplify Podcasts By Women The company is helping a growing number of mainly female social media influencers create and distribute podcasts to their audiences and beyond. So far, the effort is generating between 4 and 5 million podcast downloads per month. We need more creations, better podcasts. More formats and definitely more voices. What’s Missing In This Week’s Newsletter Everything about the James Charles and Tati Drama. More Formats Ahead I’ll be playing with some more formats this week and next. * The Details: I’ll go deep into the insides of a oft used infographic or piece of information we’ve all been using in our client decks or investor decks. Example: Tomoson’s study found that businesses got $6.50 ROI from every $1 spent in influencer marketing. But did they? What do they mean by ROI? (Hint: They really mean EMV) * The Stat: I’ll uncover what those three letter acronyms really mean. How do we use a single stat in our day to day work? I’l discover what it means for us if we over use it or under use it. Examples: ROI, EMV, CAC, KPI. Do you use Influence Weekly to discuss trends in your office? Get in touch with me because I’d like to explore more diverse voices from inside our industry in a new format called “Talking Points”. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit influenceweekly.substack.com