Mediaboss Marketing

Global socially-led creative agency We Are Social has released Future of Influence, a report which examines how influencer marketing is set to evolve over the next few years.

The report is based on a series of recent events run by the agency, which were informed by expert interviews, from academics to journalists to creative technologists, as well as creators themselves. It focuses on three key areas across culture, technology and the creator economy.

Collective Influence: Creators and influencers have been working on their content in isolation. In the increasingly saturated field in which they operate, this is leading to burnout. As a result of this, influencers are banding together in collectives to share the burden of the creative process. Be it hype houses, metalabels, or media collectives, influencers create economic, emotional, and creative alignment between collaborators. Rather than everyone competing for the same pie, thanks to these collectives, they are now engaging in co-opetition.

Human Only > Humans Extended: Advances in technology inevitably lead to questions around how it will negatively affect humans and their influence on the world. In this particular case, it is whether AI, which now gives anyone with a device and Internet connection the power to create anything from their imagination, will drown out creators. Influencers are harnessing new technology, creating alternative revenue streams and extending their influence beyond the typical means of a human life into different elements of the Web3 world.

New Patronage: Creators have major cultural clout with large dedicated communities who have helped shape their careers and make them who they are. But in a saturated market, theres a recognition to rethink revenue streams. Having built a fandom from scratch as well as learning a variety of desirable skills along the way and having an entrepreneurial spirit, theyre moving away from endorsement and taking creative control by launching their own creator brands.

Paul Greenwood, head of research and insight at We Are Social said, Influencer marketing has changed beyond recognition over the last few years and this is set to continue. Everyday individuals have mastered the art of audience captivation, and alongside this, technology has accelerated, bringing with it many new opportunities for savvy creators.

Whether its influencers pooling their skills, audiences, and resources in support of a larger creative vision or purpose, getting ahead of AI and fakery, or putting their creative skills to use with new entrepreneurial endeavours, the world of influence is shifting. We hope that the Future of Influence report will give marketers a head start when it comes to understanding this new generation of online talent.

Download the free Future of Influence report here.

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We Are Social Report Explores Trends Affecting the Future of ... - Little Black Book - LBBonline

Social publisher LadBible has seen revenue growth through its investment in short-form video across its vast portfolio of social platforms, three of its executives told Adweek on stage during Social Media Week Europe. Its scale offers it the opportunity to drive meaningful revenue from short-form, where other publishers would struggle due to the comparatively lower CPMs.

In the fiscal half-year ending in July, the youth-focused publisher saw its indirect social revenues grow 13%, to $18.8 million, by increasing its viewership on Facebook, YouTube and Snapchat, according to public filings.

The growth on these platforms, which offer publishers revenue-share agreements that pay out based on impressions, has helped LadBible fund growth on TikTok and Reels, which do not yet offer such splits.

We have direct revenues that were getting through brands and commercial partnerships, and then all the indirect revenues that were sharing with the platforms, said Lindsay Turner, director of marketing and communications at LadBible Group. And underneath that, we have loads of different capabilities.

LadBible has achieved this growth, in large part, by tweaking its content strategy on Facebook, according to operations lead at LadBible Group, Jack Strong-Jones.

Last fall, roughly 95% of LadBible content on Facebook was three minutes in length or more, said Strong-Jones. For years, Facebook incentivized publishers to produce three-minute videos by boosting their reach and, in the process, improving their monetization.

But as the Facebook algorithm shifted to prioritize shorter-form content, LadBible saw the CPMs and distribution rates of its 60-second videos pick up, which prompted the publisher to lean into the trend. Now, 90% of LadBible content is 60 seconds or less, according to Strong-Jones.

This pivot allowed the publisher to grow its audiences on its most lucrative platforms. Across the LadBible Group portfolio, its total follower count has risen from 29.8 million to 45.8 million as of January, according to a Press Gazette analysis, a 65% increase. Total video views rose from 2.5 billion to 7.4 billion from 2021 to 2022.

This uptick in viewership and its corresponding boost in revenue has led to investing more resources in other platforms, specifically TikTok and Instagram Reels, according to Turner.

On TikTok specifically, the popularity of the cheeky publisher has skyrocketed, and it now boasts nearly 13 million followersmore than any other news brand, the publisher said.

But while TikTok and Instagram have seen massive spikes in usage, they have yet to introduce a revenue-sharing program for publishers.

That means the publisher can only monetize its TikTok and Reels presences with branded content, making the platforms an investment in the future rather than a source of immediate commercial returns. Its direct revenue, which encompasses these kinds of branded deals, rose 9% year over year to $14 million.

TikTok is expected to debut a CPM product, but LadBible has no insight as to when that will happen, said Jack Cowin, the director of client solutions at LadBible Group.

Until it does, publishers will have to rely on striking branded content partnership deals with businesses looking to reach its coveted audience of 16-to-34-year-olds, Cowin said. In the last year, LadBible has worked with brands including Vodafone, Google and Disney to produce branded social assets.

The strategy reflects the adaptability required for social publishers to thrive, as shifts in algorithms and consumer preferences mean LadBible must continuously adapt if it wants to maintain its connection to its followers, according to Strong-Jones.

We highly recommend that youre doing at least one thing that is a little bit different from the rest of what you are doing, Strong-Jones said. Otherwise, youre not going to be able to spot when something changes when the market shifts.

Excerpt from:
LadBible Increases Revenue by Shortening Content - Adweek

X, formerly known as Twitter, is undergoing the first real test of its approach to content moderation since Elon Musk took over the app in late October. Hamas attacks on Israel over the weekend, and Israels strikes in retaliation, exploded over social media, including X.

Viral moments from conflict zones, often uploaded by citizens, have been a key part of Twitter since its founding in 2006, punctuated by moments such as the Arab Spring and Black Lives Matter protests in the next decade. Misinformation has long been an issue on the platform, too: In February of 2022, when war broke out in Ukraine, accounts went viral on Twitter and other platforms for sharing purported attacks that were actually video game footage.

The difference this time is how Musks X has changed the nature of verification on the platform. For the most part, a blue check mark only denotes the poster has paid for Twitter Blue, not that they are a verified public figure or media outlet. Also, Musk has introduced revenue sharing with Twitter posts, giving them a financial incentive to prioritize virality.

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X's War Moment; Parade's Influencer Marketing Costs - The Information

Increasingly, brands need to focus on establishing long-term relationships with the LGBTQ+ community and invest internally in cultivating a culture of diversity and inclusion.

In a conversation with Adweeks Brittaney Kiefer during Social Media Week Europe, Natalie Wills vp, brand, Booking.com, emphasized the brands deliberate year-round commitment to investing in the LGBTQ+ community.

We say pride 365 because we want to be able to be able to work with this community 365 days of the year and not only put our rainbow flags up during pride month, said Wills.

Booking.com launched its inclusive hospitality training initiative, Travel Crowd, to make LGBTQ+ travelers feel more welcomed by hoteliers in 2021. By training the lodging staff for free on the unique challenges faced by the community, the online travel agency has reached a milestone of 50,000 properties across 120 countries this week, according to Wills.

Booking.com is one of a few brands actively prioritizing investments in understanding the LGBTQ+ community. Transgender influencer Dylan Mulvaneys critique of Bud Light for its tame response to a transphobic backlash led to a 24.6% sales drop for Bud Light, according to Forbes.

As a brand, you have to accept that if youre going to be part of this fight, youre going to get backlash, said Jack Hyslop, video editor, Coolr, at Social Media Week. But its about knowing how to deal with that backlash.

In response to a public question on how brands that have previously shown support for the LGBTQ+ community can take a more proactive role, Jen Leung, director of social and communications planning at Leo Burnett U.K., highlighted Absolut Vodka. The brand shifted its strategy towards building enduring partnerships with the LGBTQ+ community, demonstrating a commitment to ongoing engagement and support, noted Leung.

[Absolut Vodka] has been around supporting the community for 40 years, said Leung. It all started with a one-page ad in Advocate, a U.S LGBTQ+ publication. Theyve come such a long way since then.

Addressing the diversity within the LGBTQ+ community, comprising numerous subcultures, Leung emphasized the importance for brands to invest time in understanding this multifaceted community. Brands should offer access to tools and resources and actively involve community members in meaningful conversations as part of their approach to engagement and support, Leung said.

Its not just trying to check off your marketing budget and say, weve got to target the queer community, now on to the next one. But really figuring out long-term partnerships, said Leung.

Wills pointed out that, internally, encouraging inclusive language and getting everybody on the same page on whats culturally acceptable is important. Booking.com uses its Employee Resource Group (ERG) to address this.

Similarly, Hyslop highlighted the value of having sincere conversations with compassion to ensure that people from the community feel embraced within a companys culture.

Everybody comes from such different countries where something acceptable in one country is not acceptable where they are now, said Wills. Have real representation from the community on these ERGs on how theyre supported by the company. It starts from within.

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Why Brands Need Deeper Relationships With LGBTQ+ Communities - Adweek

Chicago, Oct. 12, 2023 (GLOBE NEWSWIRE) -- The globalSocial and Emotional Learning Market size is projected to grow from USD 2.7 billion in 2022 to USD 7.8 billion by 2027 at a compound annual growth rate (CAGR) of 24.0% during the forecast period, according to a new report by MarketsandMarkets.The growing awareness of cyber risks among organizations and the need to proactively manage and mitigate those risks has contributed to the increased adoption of cybersecurity insurance.

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The growth of the social and emotional learning market can be attributed to several factors, such as the rising need for social and emotional well-being in educational institutions, An increase in the focus on the complete development of students, growing support and awareness programs by governments, prerequisites of socially aware employees in organizations, increasing social and emotional distance, and proliferation of computing in the K-12 sector.

The scope of this report covers the study, which provides an analysis of the global social and emotional learning market based on contemporary market trends and developments and its potential growth from 2017 to 2027. The global social and emotional learning market is categorized based on component, solution, services, type, users, and region. The market size is estimated based on the approximation of the market shares of major vendors in the social and emotional learning market. The market size is constructed from 2022 to 2027, considering 2021 as the base year.

Government initiatives, the proliferation of computing, significant capital spending by educators, improvement in the school environment, citizenship, and relationships are the key factors contributing to the growth of the SEL market. However, end users are increasingly facing challenges related to SEL implementation. With technological advancements, such as cloud, AI, AR, VR, and the IoT, educators are expected to deliver an immersive learning experience to students. This, in turn, creates opportunities for the SEL market.

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Social and Emotional Learning Market Worth $7.8 billion by 2027 ... - GlobeNewswire