At a time when consumers are desperately seeking authenticity from brands and businesses, influencers and other content creators are gaining power across all age groups—new research from creator management platform GRIN finds that three out of four of 1,000 shoppers...
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9 in 10 creators expect their collaboration with brands to increase in 2024: New research guides brands on working with influencers
The field of influencer marketing is starting off 2024 as a $16.4 billion industry, with more and more brands allocating a significant portion of their marketing and advertising budget to creator brand deals—speaking to its increasing effectiveness as a comms...
Connecting with nano-influencers: The PR goldmine of 2024
There’s a new influencer in town, and they’re changing the landscape of public relations and marketing. Nano-influencers have emerged as a vital force in the digital realm. Unlike their more famous counterparts with millions of followers, nano-influencers are the...
Storyblok Survey Shows Influencers Can be More of a Risk than an Asset to Holiday Sales
Storyblok survey of 1,000 consumers reveals nearly one in four shoppers are actively put off purchasing a product if it is endorsed by an influencer or celebrity 57% say an influencer endorsement does not encourage them to buy a product Higher value, older customers...
Influencers have not been as quick to jump on the AI wagon: They are optimistic but cautious, and only about half have embraced it
While virtually every field of business is chasing the AI promise of streamlined uber-productivity, which certainly includes marketing and communications, influencers are among the scant relative holdouts. Although the tech has already impacted essential aspects of...
Creator connections: New research explores the latest trends in consumer engagement with influencers, revealing new levels of trust
The Creator Economy is, as comms pros know, a driving force in delivering authentic content today, trusted by consumers far more than marketing and branded messaging, and these influencers and other content providers have become powerful allies for PR pros. But their...
Dos and don’ts for choosing the right influencers: A PR professional’s playbook
We’re all familiar with influencer marketing. Thanks to social media, we’re often being advertised to without even knowing it. Influencers are just about everywhere, and they always have a new product for us to check out or a new service we must experience. But it’s...
FTC’s new sponsored content guidelines will change how marketers use influencers and online reviews, but 4 in 5 comms pros see benefits
The Federal Trade Commission (FTC) has updated its endorsement guidelines for sponsored content, influencer marketing, and commercial online reviews for the first time in 14 years—essentially since long before these practices became widely used components of...
How a new 20-minute TikTok format will change the value of influencers for brands
The introduction of another feature roll-out from TikTok is unsurprising, as the platform continues its drumbeat of new features to compete as the platform of choice for creators and maintain its position as the fastest-growing social media site. However, the...
An insider look at the drivers of the Creator Economy: How top influencers build their business
Influencers and other content creators have become valuable allies to brand marketers and communicators, but their strategic approach can often collide with traditional campaign planning, which—whether successful or not—can leave communicators scratching their heads...