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Author: Scott Guthrie | #065 | 20 July 2022

Influencer Marketing | Social Platforms | Quick Links | Column

Connection, collaboration and creativity

The world of influence in 2022 is built on connection, collaboration, and creativity, writes Sharyn Smith, AiMCo chair and founder and CEO of Social Soup. Smith sees a bright future for the creator economy, but one which must be founded on measured results. Rising creator rates mean marketers need to make extra effort to understand what they’re paying for. To maximise ROI and deliver serious results, marketers must seek creators who will best represent their brand.

Dentsu: positive ad revenue forecast

Dentsu has published a mid-year ad spend update revising its Global Ad Spend Forecasts from January. The new figures take into account escalating media price inflation, geopolitical tension, upcoming key elections, and Q4’s FIFA World Cup. Global 2022 ad spend is forecast to hit US$738.5b (excluding the Russian market)…

Other stories in the Influencer Marketing section include:
Influencer marketing and the metaverse, TikTok driving creator discover via its watermark and The road from creator to TV star is winding.

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Influencer Marketing | Social Platforms | Quick Links | Column

Instagram subscriptions

Instagram Subscriptions continue to be rolled out across the US, enabling creators to earn recurring monthly income by offering exclusive content and experiences to their most engaged followers. This week, IG launched subscriber chats, a new way to share permanent, exclusive content, provided by an exclusive tab on a user’s profile.

TikTok re-structures

This week, David Ortitz - TikTok’s first employee outside China - was made redundant. Taking to LinkedIn, Ortitz said he’d just heard his “role is being eliminated in a much larger re-organization effort”. Ortitz went on to characterise his tenure at the short-form video app as intense, saying “working at TikTok has been quite a ride!” Chris Stokel-Walker took up the story for Wired. He reported that on Monday morning, some Europe-based employees had been told their jobs were at risk…

Other stories in the Social Platforms section include:
Instagram appears desperate to copy TikTok, Instagram rolls out livestream features and One-in-five axed at NFT marketplace Opensea.

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Influencer Marketing | Social Platforms | Quick Links | Column

→ Why dwell-time is king.

→ YouTube head of Originals joins Pinterest as Global Head of Programming and Original Content.

Influencer Marketing | Social Platforms | Quick Links | Column

Why influencer marketing can ride a recession storm

Digital channels continue to drive global ad spend growth in 2022. They’re up, rising 14.2% in H1, and forecast by Dentsu (see story above) to tip US$409.9 billion by year end - representing a 55.5% share of total ad spend.

The forecast is more upbeat than PwC’s Outlook report, which we touched on a few weeks ago in the column Cannes, VidCon and Ad industry growing at 9.9%. Influencer marketing may fare better than many other channels across the oncoming quarters. Why? Because influencer marketing has earned its spurs across the whole sales channel. No doubt, if a recession hits, incoming briefs will start to…

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