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Influencer Marketing Insider #6: Brands vs Creators and Other Top Stories

Welcome to the sixth edition of the Grapevine Influencer Marketing Insider: your weekly digest of what we’ve been hearing through the Grapevine

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#ThroughTheVine: Brands vs. Creators | Snapchat Updates | Instagram or Facebook?

Every week, we pick — fresh from the vine — the top stories and news items to help you navigate the wacky and dramatic world of Instagram, Facebook, and YouTube Influencer Marketing.

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Click to watch #ThroughTheVine
This week: My colleague, Kim Bond, joins me to react to Casey Neistat’s interview with YouTube’s Head of Business. After that, we discuss what Snapchat’s new update means and the future of Influencer Marketing on Facebook and Instagram.

Click the video above to watch!

Top Stories

Apple Partners Kevin Durant for New Scripted Series

Somehow I managed to tie together the NBA and Influencer Marketing. Just one month after YouTube announced a collaboration with Warriors small forward Kevin Durant, Apple announces it will produce a show, Swagger, based on Durant’s life.

From LeBron James to Serena WIlliams, athletes have used the power of social media to become as influential off the court as they are on the court. On Instagram, Kevin Durant has 9.3M followers; on YouTube: 609,000+ subscribers. It’s such a smart move for these massive brands to be partnering with these influencers because they already have a baked-in and highly engaged audience.

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Keith Weed and the Secret Powers of Marketers Who Embrace Change

As powerful as digital advertising is, we’d be lying to ourselves if we didn’t admit that the current laissez faire attitude of the ecosystem can lead to toxic outcomes.

Keith Weed, CMO of Unilever, recently took a pretty strong stance against this, threatening to actually reduce Unilever’s spending on networks that don’t take a more proactive stance against divisive content.

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Influencer Marketing Academy: How To Find The Best Influencers For Your Brand

One question we always get here at Grapevine is: “How do I find the right influencers for my brand?” It’s a good question with a seemingly simple answer: you should just find influencers with a large following that are in the same niche as your product.

The problem is, it’s not that simple. What percent of an influencer’s audience actually views their content? How long does their audience watch their video content before exiting? Do their sponsored posts do worse? Do they even create the kind of content that you can integrate your product into? What is love? Are there other, less-related niches that reach potential customers better? Fortunately, one of our Influencer Marketing experts breaks it down on our blog.

Read more and learn

Grapevine is the world's leading influencer marketing platform. Grapevine helps marketers identify and collaborate with trusted social creators to reach and engage their customers.

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