AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification. <\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h3 class=\"wp-block-heading is-style-default\" id=\"h-course-content\">Course Content<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>AI-Powered Social Media Marketing<\/li>\n\n\n\n<li>Short Form Video Content<\/li>\n\n\n\n<li>Authenticity Over Perfection<\/li>\n\n\n\n<li>Microinfluencers<\/li>\n\n\n\n<li>Collaborative Advertising<\/li>\n\n\n\n<li>Niche Platforms<\/li>\n\n\n\n<li>Broadcast Channels<\/li>\n\n\n\n<li>Social Media Search<\/li>\n\n\n\n<li>Social Media Safety<\/li>\n\n\n\n<li>Augmented Reality Goes Mainstream<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\">Meet Your Instructor<\/h2>\n\n\n\n<figure class=\"wp-block-image alignleft size-large is-resized\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2021//08//Alison-Battisby.png?w=1000\%22 alt=\"Alison Battisby\" class=\"wp-image-85484\" style=\"width:300px\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-alison-battisby\">Alison Battisby<\/h3>\n\n\n\n<p class=\"has-medium-font-size\"><strong><strong>Social Media Trainer and Founder of Avocado Social<\/strong><\/strong><\/p>\n\n\n\n<p>Alison Battisby is a social media expert and trainer who has worked with brands and agencies across numerous business sectors since 2008.<\/p>\n\n\n\n<p>Alison launched Avocado Social in 2014 with the sole aim of empowering businesses to effectively manage their own brand\u2019s social media and enable them to connect with customers. Alison is an accredited Facebook trainer based in London, UK, and has worked globally with a wide range of growing enterprises and big brands.<\/p>\n<\/div>\n\n\n\n\n\n\n\n\n\n\n","post_title":"Social Media Trends for 2025","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"social-media-trends-for-2025","to_ping":"","pinged":"","post_modified":"2025-03-26 15:50:39","post_modified_gmt":"2025-03-26 20:50:39","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_courses&p=183171","menu_order":0,"post_type":"ama_courses","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":178621,"post_author":"168509","post_date":"2024-12-16 12:45:54","post_date_gmt":"2024-12-16 18:45:54","post_content":"\n<div class=\"wp-block-group has-beige-100-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-the-influencer-playbook-connecting-brands-and-creators\">The Influencer Playbook: Connecting Brands and Creators<\/h2>\n\n\n\n<p>Dive into the dynamic world of influencer marketing and unlock the secrets of digital storytelling that captivates millions! This bootcamp offers a comprehensive look into influencer marketing, exploring how brands can effectively work with online creators to reach their target audiences. <\/p>\n\n\n\n<p>Journey from the early days of blogging to the video-driven landscapes of TikTok, YouTube, and Instagram. Discover the nuanced ecosystem of creators\u2014from nano-influencers to global stars\u2014and learn how to craft campaigns that resonate across different platforms and audiences.<\/p>\n\n\n\n<p>The training offers practical insights from multiple perspectives, including direct creator experiences and case studies. Develop practical skills in crafting compelling marketing briefs, measuring campaign impact, and navigating emerging technologies like AI in the influencer marketing landscape.<\/p>\n\n\n\n<p>You'll leave this session with the tools to identify, work with, and evaluate effective influencer marketing strategies.<\/p>\n\n\n\n<p><strong><em>March 26, 2025 | 10:00AM-2:30PM CT<\/em><\/strong><\/p>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\">\n<p><em>This is an introductory course for users of all levels and experience. However, attendees who work at an agency or brand and are interested in running influencer campaigns may get the most out of this content.<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list list-block has-medium-font-size\"><\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group\">\n<h2 class=\"wp-block-heading\" id=\"key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list list-block has-medium-font-size\">\n<li>Understand the basic workflow \/ steps of an influencer marketing campaign from start to finish<\/li>\n\n\n\n<li>Know how to create an effective creator brief<\/li>\n\n\n\n<li>Understand the top platforms that creators are publishing on - and the nuances between them<\/li>\n\n\n\n<li>Empathize with creators\u2019 POV re: the partnership process<\/li>\n\n\n\n<li>Understand the current and emerging trends in the world of influencer marketing <\/li>\n\n\n\n<li>Achieve a basic understanding of measuring a campaign\u2019s success and cite real world examples of successful \/ unsuccessful campaigns<\/li>\n<\/ul>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n\n\n<div class=\"wp-block-ama-contentblock\"><p><\/p>\n<p class=\"has-text-align-center\"><strong>Get 10% off pricing by purchasing 3 or more tickets!<br>Users will be assigned once the purchase is complete.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center\">\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//02//AMA-PCM-4-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-115981\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\">\n<p>Are you an <a href=https://www.ama.org/"https:////www.ama.org//certifications///" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 4 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:1px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"ama-event-policies-and-faqs\"><a href=https://www.ama.org/"https:////myama.force.com//s//article//AMA-Event-Policies/">AMA Event Policies<\/a><\/h4>\n","post_title":"Influencer Marketing Bootcamp","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"influencer-marketing-bootcamp","to_ping":"","pinged":"","post_modified":"2024-12-17 13:29:40","post_modified_gmt":"2024-12-17 19:29:40","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=178621","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":189762,"post_author":"131942","post_date":"2025-03-18 12:27:38","post_date_gmt":"2025-03-18 17:27:38","post_content":"\n<p>Influencer marketing has become a central strategy for brands seeking to connect with audiences, but its effectiveness is increasingly under scrutiny. Recent debates on whether these partnerships deliver real ROI highlight the persistent challenges. A <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241296459/" target=\"_blank\" rel=\"noreferrer noopener\"><em>Journal of Marketing<\/em> study<\/a> finds that while sponsored content is a powerful tool, the dynamics of influencer\u2013brand relationships are often fraught with ambiguities that can harm both creators and brands.<\/p>\n\n\n\n<p>Our research team explores the nuances of these partnerships and uncovers critical insights for improving their effectiveness. We find that the way brands manage these collaborations\u2014often through excessive control and reliance on short-term metrics\u2014creates imbalances that undermine trust, content quality, and overall outcomes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-dynamics-of-sponsored-content\"><strong>The Dynamics of Sponsored Content<\/strong><\/h2>\n\n\n\n<p>Sponsored content operates in a unique space where brands, influencers, and audiences converge. While influencers offer authenticity and audience trust, brands often prioritize reach and sales metrics. This mismatch of goals can lead to friction.<\/p>\n\n\n\n<p>Our study reveals that brands frequently attempt to script influencer content or impose stringent controls on messaging. While this approach aims to ensure alignment with brand objectives, it often devalues the creative expertise that makes influencers effective. This not only damages the influencers\u2019 relationships with their audience but also reduces the perceived authenticity of the partnership.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-power-imbalances-in-partnerships\"><strong>Power Imbalances in Partnerships<\/strong><\/h2>\n\n\n\n<p>We find that these collaborations often favor brands, leaving influencers with little agency. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Influencers are pressured to prioritize metrics like reach or sales, which can shift their focus away from creating engaging, authentic content.<\/li>\n\n\n\n<li>In response, some influencers resort to acquiring fake followers or engagement to meet brand expectations, which in turn triggers surveillance and distrust from brands.<\/li>\n<\/ul>\n\n\n\n<p>This cycle of control and distrust weakens partnerships, ultimately harming both parties\u2019 reputations and outcomes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-risks-of-short-term-thinking\"><strong>The Risks of Short-Term Thinking<\/strong><\/h2>\n\n\n\n<p>Short-term metrics, such as immediate sales or engagement rates, dominate many influencer\u2013brand partnerships. While these metrics are easy to measure, they often miss the broader value that influencers bring\u2014such as long-term brand loyalty, deeper audience engagement, and organic reach.<\/p>\n\n\n\n<p>Brands that focus solely on short-term results risk undermining the authenticity of their campaigns and alienating audiences.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-recommendations-for-brands-and-influencers\"><strong>Recommendations for Brands and Influencers<\/strong><\/h2>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-for-brands\"><strong><em>For Brands:<\/em><\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Respect Creative Independence<\/strong>: Recognize that influencers have their own unique voices and audiences. Avoid over-scripting or pressuring influencers to change their tone, which can jeopardize their authenticity and effectiveness.<\/li>\n\n\n\n<li><strong>Focus on Long-Term Metrics<\/strong>: Shift away from a narrow focus on reach and sales. Instead, prioritize metrics that reflect long-term impact, such as audience loyalty or sentiment.<\/li>\n\n\n\n<li><strong>Build Trust<\/strong>: Reduce hierarchical dynamics in partnerships. Collaborate with influencers as equal partners, acknowledging their expertise and audience insights.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-for-influencers\"><strong><em>For Influencers:<\/em><\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Professionalize Business Practices<\/strong>: Invest in skills or outsource management tasks to handle the business side of partnerships more effectively, freeing up time for creative work.<\/li>\n\n\n\n<li><strong>Collaborate with Peers<\/strong>: Engage in collective action to address power imbalances and advocate for fairer terms in partnerships.<\/li>\n<\/ul>\n\n\n\n<p>The insights from this study extend beyond influencer marketing. We argue that similar challenges arise in other emerging markets involving complex, \u201cepistemic\u201d objects\u2014products or services that are not fully understood by their creators or consumers. Examples include NFTs, the Metaverse, and generative AI. In these contexts, valuation and production often involve ambiguities that lead to imbalanced relationships among stakeholders.<\/p>\n\n\n\n<p>Brands and creators working in these spaces can benefit from more calibrated valuation models and efforts to flatten hierarchies, fostering trust and mutual understanding. Influencer\u2013brand partnerships are here to stay, but their potential remains underutilized. Brands and influencers must move beyond short-term metrics and hierarchical relationships to unlock the true value of these collaborations. By fostering trust, respecting creative independence, and focusing on long-term impact, both parties can create campaigns that resonate deeply with audiences while achieving meaningful results.<\/p>\n\n\n\n\n\n<p><strong>Source:<\/strong> Zeynep Arsel, Maria Carolina Zanette, and Carolina da Rocha Melo, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241296459/" target=\"_blank\" rel=\"noreferrer noopener\">Sponsored Content as an Epistemic Market Object: How Platformization of Brand\u2013Creator Partnerships Disrupts Valuation, Coproduction, and the Relationship Between Market Actors<\/a>,\u201d <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go to the\u00a0<em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p><\/p>\n","post_title":"Are Short-Term Metrics Ruining Influencer\u2013Brand Partnerships?","post_excerpt":"This Journal of Marketing study shows that excessive reliance on short-term metrics can harm influencer\u2013brand partnerships, reducing their effectiveness and damaging trust.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"are-short-term-metrics-ruining-influencer-brand-partnerships","to_ping":"","pinged":"","post_modified":"2025-03-18 12:27:45","post_modified_gmt":"2025-03-18 17:27:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=189762","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":159413,"post_author":"185326","post_date":"2024-06-11 13:29:11","post_date_gmt":"2024-06-11 18:29:11","post_content":"\n<p>Celebrities and influencers like Addison Rae, Hailey Bieber, and even Oprah have, on various occasions, disabled access to their social media comments in response to negative sentiment. Is this misguided?<\/p>\n\n\n\n<p>The answer is yes, according to <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241252842/" target=\"_blank\" rel=\"noreferrer noopener\">our <em>Journal of Marketing<\/em> study<\/a>. We find that influencers who disable social media comments are less persuasive and likable than those who do not, even when the displayed comments are mostly negative in their content.<\/p>\n\n\n\n<p>Celebrities and influencers are more than just public figures in today\u2019s digital age. They often serve as a bridge connecting brands and consumers by integrating their personal narratives into sponsored brand content. Despite their popularity, influencers receive plenty of criticism, and they often disable social media comments as a first line of defense against negative feedback. However, we find that this behavior can negatively impact how consumers judge influencers and respond to their promotional content.<\/p>\n\n\n\n<p>Online influencers have the ability to interact with their followers in a relatively intimate and informal manner, which makes them seem sincere and approachable. Such positive assessments are often a product of how influencers engage with their viewers or followers, including directly addressing them in their posts and treating them more as friends than as consumers. Although these behaviors can dramatically increase consumer engagement, this level of approachability can also come at a cost.<\/p>\n\n\n\n<p>As consumers become accustomed to influencers\u2019 accessibility, they may feel emboldened to share feedback that is critical. The constant stream of followers\u2019 feedback can be overwhelming and even detrimental to influencers\u2019 mental health. As a result, many influencers have chosen to turn off their comment sections at various points, likely to avoid unwanted feedback. Our research reveals the negative downstream consequences of this seemingly well-intentioned behavior.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-cost-of-disengagement\"><strong>The Cost of Disengagement<\/strong><\/h2>\n\n\n\n<p>We discover that when influencers disable comments, they are perceived as less receptive to consumer feedback, or what we term \u201cconsumer voice.\u201d Consequently, they are judged as less sincere and ultimately incur both interpersonal and professional consequences. In other words, disabling comments can undermine a key influencer asset\u2014their perceived receptiveness to consumer voice\u2014and, relatedly, their ability to connect and engage with their followers.<\/p>\n\n\n\n<p>In fact, we find that turning off comments is more costly for an influencer\u2019s reputation than leaving them on, even when the displayed comments are mostly negative in nature, like those you might find flooding an apology post. This effect occurs because influencers who leave their comments enabled appear to be interested in hearing from the public and learning from their actions, while those who turn them off signal their dismissiveness of others\u2019 opinions.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>We find that turning off comments is more costly for an influencer\u2019s reputation than leaving them on, even when the displayed comments are mostly negative in nature.<\/p>\n<\/blockquote>\n\n\n\n<p>Our results show that, under certain situations, consumers understand an influencer\u2019s decision to disable comments. If, for example, an influencer is perceived as taking reasonable measures to protect themselves during times of emotional turmoil and distress (e.g., grief and mental health struggles), the backlash against disabling comments is weakened.<\/p>\n\n\n\n<p>However, it is critical to note that it is consumers, rather than the influencers, who decide what are considered reasonable forms of self-protection. So, while consumers might empathize with an influencer\u2019s decision to disable comments if their beloved pet had recently died, they may be less empathetic to influencers who disable comments to avoid negative feedback after apologizing for a transgression.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-influencers-and-brands\"><strong>Lessons for Influencers and Brands<\/strong><\/h2>\n\n\n\n<p>Our findings highlight the importance of understanding the delicate balance between establishing personal boundaries and managing audience expectations. While it is necessary for influencers to protect their mental health, how they decide to communicate this desire and manage their social media interactions play a significant role in shaping relationships with their viewership.<\/p>\n\n\n\n<p>Relatedly, our study encourages thoughtful consideration of how best to manage one\u2019s online interactions and highlights the need to clearly communicate a legitimate reason for disabling comments to avoid sending the wrong signals to viewers.<\/p>\n\n\n\n<p>By recognizing the tension between mental health protection and audience engagement in the context of social media comments, we strive to empower influencers and public figures to navigate the challenging waters of audience engagement. We hope these findings inspire influencers to adopt strategies that safeguard their well-being while maintaining a strong, positive connection with their followers.<\/p>\n\n\n\n<p>Global spending on influencer marketing campaigns reached $34.1 billion in 2023 and is projected to surpass $47.8 billion by the end of 2027. Therefore, seemingly innocuous online activities could have important professional ramifications for influencers\u2019 brand partnerships. Our study demonstrates that the decision to disable social media comments can reduce influencer persuasiveness, which emphasizes the importance of ensuring communication between brands and influencers to optimize their strategic partnerships.<\/p>\n\n\n\n<p>To all the celebrities and influencers out there: Think before you decide to disable comments!<\/p>\n\n\n\n\n\n<p><strong>Source:<\/strong> Michelle E. Daniels and Freeman Wu, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429241252842/" target=\"_blank\" rel=\"noreferrer noopener\">No Comments (From You): Understanding the Interpersonal and Professional Consequences of Disabling Social Media Comments<\/a>,\u201d<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"I'm Not Listening! Disabling Social Media Comments Makes Celebrities and Influencers Less Persuasive and Likable","post_excerpt":"A Journal of Marketing study finds that online influencers who disable social media comments are judged as less receptive to consumers, which in turn decreases their sincerity, likability, and persuasiveness.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"im-not-listening-disabling-social-media-comments-makes-celebrities-and-influencers-less-persuasive-and-likable","to_ping":"","pinged":"","post_modified":"2024-06-20 08:35:13","post_modified_gmt":"2024-06-20 13:35:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=159413","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":151890,"post_author":"178711","post_date":"2024-03-19 09:11:59","post_date_gmt":"2024-03-19 14:11:59","post_content":"\n<iframe src=https://www.ama.org/"https:////podcasters.spotify.com//pod//show//jm-buzz//embed//episodes//A-Research-Proven-Way-to-Build-a-Bigger-Social-Audience-Target-Followers-of-Followers-e2p6qlv/" height=\"161px\" width=\"100%\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p><em>\u201cThe best way to gain meaningful followers is to be one yourself.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>SoundCloud explicitly mentions this approach in its help center for content creators. Like Soundcloud, user-generated content platforms such as Instagram, LinkedIn, and X (formerly Twitter) understand not only that individuals and firms seek to build and expand their follower base to increase the reach of the content they upload, but also that they apply the follow-for-follow approach for this purpose.<\/p>\n\n\n\n<p>Existing research has largely focused on the follower base of influencers (e.g., low vs. high status). However, there has been scant attention paid to the follower base of the individual or firm (i.e., of the content creators). This is a missed opportunity due to the tendency of the follow-for-follow approach to attract somewhat remote followers who do not necessarily fit in well with the creator\u2019s follower base.<\/p>\n\n\n\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231223420/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we consider the case of unpaid endorsements, also known as the follow-for-follow approach, which is a popular way of building a follower base. \u201cWhen you follow a user on Instagram, there\u2019s a good chance they will check out your feed and consider following you back,\u201d writer Christina Newberry <a href=https://www.ama.org/"https:////blog.hootsuite.com//how-to-get-more-instagram-followers-the-ultimate-guide///" target=\"_blank\" rel=\"noreferrer noopener\">wrote on Hootsuite<\/a>, a major platform management tool. <\/p>\n\n\n\n<p>Along these lines, our study proposes leveraging first-degree followers as interconnectors to target second-degree followers\u2013\u2013that is, the nearby (low-status) influencers (who are interconnected with the focal content creator)\u2013\u2013and provides both empirical and experimental evidence for why this could work.<\/p>\n\n\n\n<p>In our study, we explore how such a creator may capitalize on natural network formation in the immediate vicinity to support seeding efforts. We maintain that the creator\u2019s own follower base is an overlooked area in the network for finding surprisingly valuable influencers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-importance-of-triadic-closure\"><strong>The Importance of Triadic Closure<\/strong><\/h2>\n\n\n\n<p>One of the fundamental processes of natural network formation is triadic closure: the tendency to become friends with those with whom one has mutual friends. Our study investigates how unknown, emerging content creators can accelerate this process.<\/p>\n\n\n\n<p>Consider a focal creator A as well as users B and C. Since C follows B, and B follows the focal creator A, the first-degree follower B is an \u201cinterconnector\u201d between A (the creator) and the second-degree follower C (the influencer). Now, if A targets C with an outbound activity (e.g., a follow, comment, like, or private message) and C subsequently follows A back, it results in triadic closure\u2013\u2013which was accelerated due to the outbound activity.<\/p>\n\n\n\n<p>Along these lines, given an outbound activity from an unknown content creator A, the a priori probability that a nearby influencer C (who is interconnected with A through B) will follow back A should be substantially higher compared to the chance of a remote influencer (who is not interconnected with A) following A.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//03//fig1.jpeg?resize=591,1024\%22 alt=\"\" class=\"wp-image-151895\"\/><\/figure>\n\n\n\n<p>Using secondary data from a worldwide leading audio platform, we study unknown creators who seek to increase the reach of the content they upload\u2014songs and podcasts\u2014by expanding their follower base through directing outbound activities such as follows, comments, likes, or private messages to other users of the platform.<\/p>\n\n\n\n<p>Our results show that leveraging interconnectors to close triangles is more effective. We find that the a priori follow-back probability of nearby low-status influencers\u2014the ones who are second-degree followers\u2014more than doubles, from 6.68% to 14.37%. Additionally, we find that exclusively targeting nearby low-status influencers outperforms targeting remote (and nearby) high-status influencers\u2014which is the traditional influencer marketing approach\u2014by 2,300% within two years.<\/p>\n\n\n\n<p>For the worldwide leading audio platform that is the focus of our study, our results show that likes and follows are the most effective outbound activities to trigger follow-backs; that is, the mere presence of an interconnector is most effective if the outbound activity type is either a like or a follow. The most straightforward way to build a follower base by leveraging interconnectors is to follow second-degree followers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-chief-marketing-officers\"><strong>Lessons for Chief Marketing Officers<\/strong><\/h2>\n\n\n\n<p>The way networks are naturally built\u2014via the closing of triangles\u2014is most effective for influencer marketing. Firms can keep in mind the following lessons when formulating their social media strategy: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>To build and expand the follower base, firms may be better off targeting followers of followers, or nearby influencers, rather than cherry-picking remote influencers\u2013\u2013most probably also in paid endorsements (when paying influencers to endorse the firm). This means that nearby <a href=https://www.ama.org/"https:////www.ama.org//2024//02//20//influencer-marketing-roi-research-shows-influencers-with-smaller-followings-are-more-cost-effective///" target=\"_blank\" rel=\"noreferrer noopener\">nano influencers<\/a> are most effective.<\/li>\n\n\n\n<li>Firms that are using work-related platforms such as LinkedIn as a means for new customer acquisition may benefit from leveraging interconnectors for access to companies that they want to sell their services to. This means that promising sales leads in such companies should be interconnected with the firm, or followers of followers.<\/li>\n<\/ul>\n\n\n\n\n\n<p><strong>From: <\/strong>Jacob Goldenberg, Andreas Lanz, Daniel Shapira, and Florian Stahl, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231223420/" target=\"_blank\" rel=\"noreferrer noopener\">Targeting Nearby Influencers: The Acceleration of Natural Triadic Closure by Leveraging Interconnectors<\/a>,\u201d<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"A Research-Proven Way to Build a Bigger Social Audience: Target Followers of Followers","post_excerpt":"Time to rethink your influencer marketing efforts? A new Journal of Marketing study shows that firms aiming to build a large follower base are better off targeting followers of followers than cherry-picking remote influencers.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"a-research-proven-way-to-build-a-bigger-social-audience-target-followers-of-followers","to_ping":"","pinged":"","post_modified":"2024-10-03 14:35:10","post_modified_gmt":"2024-10-03 19:35:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=151890","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":149157,"post_author":"178709","post_date":"2024-02-20 13:54:55","post_date_gmt":"2024-02-20 19:54:55","post_content":"\n<iframe src=https://www.ama.org/"https:////podcasters.spotify.com//pod//show//jm-buzz//embed//episodes//Influencers-with-Smaller-Followings-Are-More-Cost-Effective-e2lu3j3//a-abe70ob/" height=\"161px\" width=\"100%\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In what has quickly grown into a $17.4 billion industry, more than 80% of companies in the U.S. are using influencers for marketing purposes. In a swiftly evolving digital landscape, influencer marketing is a significant trend that has been further spotlighted by Instagram's 2023 expansion of advanced analytics tools for influencers and brands.<\/p>\n\n\n\n<p>Instagram is the most prominent user-generated content network for both brands and influencers, with 3.8 billion annual sponsored postings. For direct-to-consumer (DTC) firms, identifying influencers who drive positive return on investment (ROI) remains the biggest challenge when considering influencer marketing as a revenue channel.<\/p>\n\n\n\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231217471/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we explore the effectiveness of paid influencer endorsements, particularly for DTC firms. Our research sheds light on the entire influencer marketing funnel\u2014from followers on Instagram, to reached followers, to engagement with the sponsored posting, and to actual revenue. Looking at the achieved immediate revenue and the related cost, we find there is a significant gap in understanding the true ROI of these campaigns, and we zero in on a key challenge for DTC companies: identifying influencers who drive positive ROI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-nano-influencers-when-less-is-more\">Nano-Influencers: <strong>When Less is More<\/strong><\/h2>\n\n\n\n<p>Our investigation led us to an intriguing conclusion: nano-influencers, with a smaller following, are more cost-effective in revenue generation compared to their macro counterparts, who boast larger followings. This finding challenges the prevalent industry norm that places a higher value on influencers with larger audiences. We find that the engagement between influencers and their followers plays a crucial role in this dynamic; in essence, a more intimate connection between nano-influencers and their audiences leads to more effective marketing outcomes.<\/p>\n\n\n\n<p>Our research team employs a combination of secondary revenue data and field studies. We analyze data from one of Europe's leading DTC firms, which include influencer-specific discount codes shared on Instagram and are linked to nearly 1.9 million sold products, amounting to over \u20ac17 million in revenue. Further, the results are confirmed for YouTube and TikTok. Additionally, this analysis is complemented by three distinct field studies with 319 paid nano- and macro-influencers on Instagram. The depth and breadth of our data allow us to comprehensively understand the nuances of influencer marketing effectiveness.<\/p>\n\n\n\n<p>To the best of our knowledge, we are the first to conduct a supply-side, full-fledged, field study for paid influencer endorsements\u2014in addition to analyzing secondary revenue data. This highly managerially relevant comparison helps resolve controversies about whether macro-influencers make use of their greater reach and whether they are more persuasive when it comes to the purchasing decision.<\/p>\n\n\n\n<p>Interestingly, our results do not negate past findings that favor macro-influencers. We propose that the rapid growth of social media platforms and the subsequent increase in followership sizes have led to a shift in the influencer landscape. What was once considered a macro-influencer is now potentially falling into the micro category.<\/p>\n\n\n\n<p>Additionally, past research often did not incorporate complex measures like ROI, primarily due to the unavailability of relevant data. A key aspect of our study is examining the level of engagement before a sponsored post. We follow social capital theory, which suggests that influencers with more followers might encounter lower engagement levels with their followers. We also use language style matching (LSM) to delve deeper into the relationship between influencers and their followers. Our findings indicate that nano-influencers align more closely with their followers\u2019 communication styles, enhancing their relatability and effectiveness in influencer marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-lessons-for-marketers\">Lessons for Marketers<\/h2>\n\n\n\n<p>Our study holds significant implications for DTC firms and marketers.<\/p>\n\n\n\n<ul>\n<li>Brands should consider leveraging nano-influencers for more effective marketing campaigns. This approach not only promises higher ROI but also fosters a more authentic connection with audiences.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Influencer marketing platforms enable marketers to work with hundreds of low-followership influencers at the same time and efficiently leverage their potential at the cost of handling only one high-followership influencer.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Marketers need to consider the whole influencer-marketing funnel; i.e., from followers (e.g., on Instagram), to reached followers (via the sponsored posting), to engagement (with the sponsored posting), to actual revenue. Across ROI metrics, nano-influencers consistently outperform macro-influencers.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Return on influencer spend, or ROIS, which considers both revenue and costs, is more than three times higher for nano-influencers compared to macro-influencers. Even though the revenue is six times higher for macro-influencers, the associated costs are 18 times higher than for nano-influencers.<\/li>\n<\/ul>\n\n\n\n<p>Our research suggests that in the ever-changing world of digital marketing, a more nuanced approach to influencer selection is paramount. DTC firms and marketers should consider the powerful impact of nano-influencers and the significant engagement they foster with their audiences. By doing so, they can unlock new potentials in influencer marketing, ensuring that their investments yield higher returns.<\/p>\n\n\n\n\n\n<p><strong>From: <\/strong>Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231217471/" target=\"_blank\" rel=\"noreferrer noopener\">Revenue Generation Through Influencer Marketing<\/a>,\u201d<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","post_title":"Why Smaller Influencers Offer Better Marketing ROI [Research Insights]","post_excerpt":"A new Journal of Marketing study shows how nano-influencers provide more cost-effective ROI for marketers than influencers with large followings.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"influencer-marketing-roi-research-shows-influencers-with-smaller-followings-are-more-cost-effective","to_ping":"","pinged":"","post_modified":"2024-07-11 16:33:44","post_modified_gmt":"2024-07-11 21:33:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=149157","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":146158,"post_author":"178","post_date":"2024-01-30 05:02:00","post_date_gmt":"2024-01-30 11:02:00","post_content":"\n<iframe src=https://www.ama.org/"https:////podcasters.spotify.com//pod//show//jm-buzz//embed//episodes//Striking-the-Right-Balance-Between-Big-and-Small-Influencers-in-Livestream-Commerce-e2jfalu/" height=\"161px\" width=\"100%\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Livestream commerce has exploded in the last few years. Facebook, TikTok, and YouTube have introduced livestream shopping services on their respective social platforms. Amazon launched Amazon Live in 2019 and the company now features livestreams on its home page. Walmart has collaborated with TikTok to stage multiple livestream shopping events, and other firms such as Nordstrom, Macy\u2019s, LG, and Petco have also embraced livestream commerce.<\/p>\n\n\n\n<p>At the core of this phenomenon is the blend of live influencer marketing with real-time audience engagement. Livestream commerce typically involves an online influencer\u2014someone with cachet on social media\u2014presenting and endorsing products in a lively setting, possibly combined with entertainment like singing or talk shows. As the livestream progresses, viewers have the ability to interact, pose questions, and even extend their virtual appreciation by way of tips. It is a seamless integration of entertainment and shopping that challenges traditional marketing norms.<\/p>\n\n\n\n<p>However, with this new opportunity comes new challenges for businesses. The pressing query for marketers is how to strategically employ influencers to maximize sales in this livestream-oriented market.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-big-versus-small-influencers\"><strong>Big Versus Small Influencers<\/strong><\/h2>\n\n\n\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231213581/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we delve into the complex dynamics between \u201cbig influencers\u201d\u2014with large numbers of followers\u2014and \u201csmall influencers\u201d\u2014who command a niche, yet engaged, following. The primary dilemma businesses face is budget allocations. Should firms allocate resources to a single big influencer or should they spread it across multiple small influencers? When resources are not a constraint, does combining the reach of big influencers with the targeted approach of smaller influencers yield better results?<\/p>\n\n\n\n<p>One may argue that combining both types of influencers should yield positive synergistic effects given that big influencers can create awareness and small influencers are effective in closing sales. A superficial glance might advocate for a mixed approach, believing in the \u201cbest of both worlds.\u201d However, our findings challenge this notion, unveiling the following insights:<\/p>\n\n\n\n<ul>\n<li>In terms of reach versus engagement, big influencers undeniably draw vast audiences, casting a wide net.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Small influencers, while limited in reach, often boast higher audience engagement and conversion rates.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>The sheer numerical might of big influencers ensures they often bring in more absolute sales despite the lower conversion rate.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Big and small influencers may undermine each other\u2019s sales effectiveness when they promote the same product.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-when-audiences-lose-trust\"><strong>When Audiences Lose Trust<\/strong><\/h2>\n\n\n\n<p>There are clear dynamics in influencer interactions, and introducing both types into a campaign can lead to unforeseen complexities. Audiences start to lose trust in larger influencers when they observe smaller influencers promoting identical products. This dilution effect implies that the influence of one influencer can be inadvertently diminished by the presence of the other due to decrease in trust, substitution effects of audience overlap, or both. This negative impact is more pronounced when a product endorsed by a big influencer has already been promoted by a smaller counterpart.<\/p>\n\n\n\n<p>There are a number of additional factors that can influence sales outcomes. The price of the product being promoted, the variety of products featured in a single livestream, the thematic focus of the livestream, and the nature of discounts offered all play crucial roles in determining influencer effectiveness. Our studies show that the mix of sales effectiveness and influencer interaction effects vary across product categories, and the effect sizes increase as product price increases. We also find that:<\/p>\n\n\n\n<ul>\n<li>Promoting a large number of products in a livestream reduces the sales of a focal product by big influencers to a greater extent than it reduces the sales for small influencers.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Whereas big influencers generate higher sales of a given product when their livestreams focus exclusively on that product's category, small influencers\u2019 sales performance may not benefit from category focus.<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>A deep price discount increases sales by big influencers more significantly than sales by small influencers.<\/li>\n<\/ul>\n\n\n\n<p>In examining the economic viability of various influencer mix strategies, we find that cost plays a pivotal role in formulating strategy. In general, for companies that can afford big influencers, the combined strategy and the big-influencer-only strategy perform similarly and work better than the small-influencer-only strategy. However, for companies where the costs of hiring big influencers are high, the combined strategy outperforms the big-influencer-only strategy but is dominated by the small-influencer-only strategy.<\/p>\n\n\n\n<p>The allure of combining both influencer types might be tempting, but companies should recognize that in the realm of livestream commerce, they might inadvertently undermine each other. Thus, the idea is not about merely employing influencers, but doing so judiciously. Tailoring approaches according to the unique characteristics of products, campaign objectives, and influencer dynamics can spell the difference between a successful campaign and a missed opportunity.<\/p>\n\n\n\n\n\n<p><strong>From: <\/strong>Xian Gu, Xiaoxi Zhang, and P. K. Kannan, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231213581/" target=\"_blank\" rel=\"noreferrer noopener\">Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales<\/a>,\u201d<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"Leveraging Both Major and Niche Influencers [Livestream Tactics]","post_excerpt":"Should firms rely on a single big influencer or spread their budgets across multiple small influencers? A new Journal of Marketing study investigates.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"striking-the-right-balance-between-big-and-small-influencers-in-livestream-commerce","to_ping":"","pinged":"","post_modified":"2024-07-10 06:09:49","post_modified_gmt":"2024-07-10 11:09:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=146158","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":144746,"post_author":"175587","post_date":"2024-01-16 05:00:00","post_date_gmt":"2024-01-16 11:00:00","post_content":"\n<iframe src=https://www.ama.org/"https:////podcasters.spotify.com//pod//show//jm-buzz//embed//episodes//AMAZING--INCREDIBLE--SUPERB-How-Influencers-High-Arousal-Language-Can-BoostOr-HurtEngagement-e2i9iu3/" height=\"161px\" width=\"100%\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Companies increasingly turn to popular social media personalities to promote their brands, products, and services. The influencer marketing economy was valued at $21.1 billion in 2023, and more than 90% of brands enlist influencers with a small audience (micro) or with massive reach (macro) to connect with consumers and achieve a variety of marketing goals, from creating awareness to increasing sales.<\/p>\n\n\n\n<p>Influencers have the potential to diffuse marketing messages and drive actions, but it is unclear why some of their posts get a lot of engagement while others do not. One possibility is that consumers are increasingly aware that influencers get paid to promote products, raising questions about their motives. Additionally, anecdotal evidence suggests that when influencers use high-arousal language (e.g., \u201cit\u2019s totally amazing!\u201d), it leads to questions about their trustworthiness, which in turn leads consumers to engage less with the content.<\/p>\n\n\n\n<p>In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231207636/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> study<\/a>, we explore if and how subtle shifts in language arousal might shape consumer engagement and the way it affects perceptions of influencers\u2019 trustworthiness. We consider the effects for both micro influencers and macro influencers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-micro-vs-macro-influencers\"><strong>Micro vs. Macro Influencers<\/strong><\/h2>\n\n\n\n<p>Consumers typically see micro influencers as regular people, so if they say something like \u201cthis shake is AMAZING!\u201d consumers believe they really are excited about that shake and just want to share this discovery with their friends and followers. This belief in their sincerity increases consumers\u2019 trust in micro influencers.<\/p>\n\n\n\n<p>However, macro influencers do not seem like regular people. Consumers know these influencers receive substantial sums to say positive things about products, so they judge their posts as an attempt to persuade, just like any other form of advertising. Believing that someone has manipulative intentions tends to decrease trust. Yet the negative effect of high-arousal posts by macro influencers could be mitigated if their posts offer more informative (vs. commercial) content or if the messages are more balanced.<\/p>\n\n\n\n<p>We collaborated with an influencer marketing agency to acquire a sample of 20,923 Instagram-sponsored posts across industries from 1,376 U.S. influencers. We measure engagement as the sum of likes and comments that a post receives. To measure language arousal, we combine a words-based lexicon (including terms like \u201chectic,\u201d \u201camazing,\u201d and \u201csensational\u201d) with <a href=https://www.ama.org/"https:////www.ama.org//2023//09//27//its-not-what-you-say-its-how-you-say-it-a-new-marketing-tool-analyzes-nonverbal-communication-cues-in-text///" target=\"_blank\" rel=\"noreferrer noopener\">paralanguage <\/a>(i.e., exclamation marks, capitalization, and emojis). We use 100,000 followers as the cutoff to classify micro versus macro influencers. To measure how informative the post goal is, we validate a dictionary with words like \u201cexplore,\u201d \u201cread,\u201d and \u201cwatch.\u201d Finally, we account for more than 100 controls, including details about the influencer, the text and images shared, and so forth. Combining the field data and controlled experiments result in some compelling results.<\/p>\n\n\n\n<p>For micro influencers, we find that a 10% increase in arousal is associated with a 5.4% increase in engagement, on average. Recommending a product by saying, \u201cIt\u2019s superb\u201d (vs. \u201cgreat\u201d), for example, would attract 49 additional likes or comments. However, our findings raise concerns for macro influencers. If macro influencers increase arousal in their posts by 10%, it reduces consumer engagement by 8.4%, on average.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>For micro influencers, a 10% increase in arousal is associated with a 5.4% increase in engagement, on average...If macro influencers increase arousal in their posts by 10%, it reduces consumer engagement by 8.4%, on average.<\/p>\n<\/blockquote>\n\n\n\n<p>However, macro influencers are not completely forbidden from expressing excitement. Since signaling an informative goal is associated with a 1.8% increase in engagement, they can share informative, rather than commercial, posts. Also, admitting some concerns or noting some negative aspects of the promoted product can help macro influencers seem more genuine, which also increases engagement. Finally, macro influencers can use high-arousal language if they also include words that signal trustworthiness (e.g., \u201clearn,\u201d \u201chelp\u201d). Thus, brands and macro influencers should collaborate to make sure their posts include phrases like \u201cthat\u2019s what I learned about this incredible product\u201d rather than \u201cthat\u2019s how to use this incredible product.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>From Instagram to TikTok<\/strong><\/h2>\n\n\n\n<p>Our findings are not limited to Instagram. We offer evidence that language arousal also plays a role in TikTok, with relevant influences on its young target market. We gauge influencers\u2019 vocal cues and the level of pitch in their voices as proxies for arousal. A higher pitched voice can signal greater arousal and, in line with our Instagram study, we determine that a higher pitch (i.e., higher arousal) voice exerts a negative effect for macro influencers.<\/p>\n\n\n\n<p>Our research underscores the importance of aligning social media posts and language arousal strategies depending on the type of influencer. For micro influencers, using high-arousal language authentically can enhance engagement, but macro influencers should focus more on informative content to maintain their trustworthiness. Exploring the impact of language arousal on emerging platforms like TikTok is especially crucial when it comes to targeting young, savvy consumer audiences effectively. Our research could be extended to politicians, scientists, and other high-profile individuals and the statements they issue.<\/p>\n\n\n\n\n\n<p><strong>From: <\/strong>Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, and Michele Costabile, \u201c<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231207636/" target=\"_blank\" rel=\"noreferrer noopener\">How High-Arousal Language Shapes Micro Versus Macro Influencers\u2019 Impact<\/a>,\u201d<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n\n\n\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","post_title":"The Double-Edged Sword of High-Arousal Language in Influencer Marketing","post_excerpt":"A new Journal of Marketing study shows that high-arousal language can work for small-scale influencers but not for influencers with a bigger reach.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"amazing-great-superb-how-influencers-high-arousal-language-can-boost-or-hurt-engagement","to_ping":"","pinged":"","post_modified":"2024-07-10 10:52:25","post_modified_gmt":"2024-07-10 15:52:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=144746","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":134570,"post_author":"146335","post_date":"2023-09-12 00:00:00","post_date_gmt":"2023-09-12 00:00:00","post_content":"\n<h4 class=\"wp-block-heading\" id=\"h-common-brand-measurement-methods-are-falling-flat-with-either-skewed-results-or-an-incomplete-picture-of-impact\"> <p class=\"MsoNormal\"><span lang=\"EN\">Common brand measurement methods are falling flat with either skewed results, or an incomplete picture of impact. <\/span><\/p><\/h4>\n\n\n\n<p>Within this white paper, discover how to: <\/p>\n\n\n\n<ul>\n<li>Deploy targeted brand lift studies to exposed and engaged social and influencer audiences for unprecedented insights<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Leverage unparalleled brand health tracking tools to understand changes in brand sentiment over time, empowering you to make data-driven decisions<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Gain valuable data around the marketing activities that drive desired purchase behavior for future influencer campaign optimization <\/li>\n<\/ul>\n\n\n\n<p>Download now to uncover how you can redefine brand measurement for campaigns extending beyond paid media.<\/p>\n\n\n\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////www.statsocial.com//new-approach-brand-measurement-social-influencer-campaigns-ama/" download>Download<\/a>\n","post_title":"A New Approach to Brand Measurement for Social & Influencer Campaigns","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"a-new-approach-to-brand-measurement-for-social-influencer-campaigns","to_ping":"","pinged":"","post_modified":"2024-01-03 16:37:56","post_modified_gmt":"2024-01-03 22:37:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=134570","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

Influencer Marketing

Influencer marketing focuses on leveraging individuals who have influence over potential buyers and orienting marketing activities around these individuals to drive a brand message to the larger market. In influencer marketing, rather than marketing directly to a large group of consumers, a brand inspires or compensates influencers (which can include celebrities, content creators, customer advocates, and employees) to get the word out on their behalf. Here you will find a collection of marketing news article and research insights regarding influencer marketing.

Free for Members Only

Free for All

47 results