Influence Weekly The Takeaway #81

Influence Weekly

Jun 24, 2019

Show Notes

Issue #81 originally sent June 21st, 2019

Stat of the Week

82% of Gen Z teenagers skip ads and more than 50% use technology to block ads

The Countdown

Influencer ads more 'emotionally intense' and memorable than TV claims neuroscience study

Influencers outperformed YouTube ads by 28% in emotional intensity and 73% in memory encoding.If consumers are exposed to an influencer ad before the TV, FB or YT ad from the same campaign, they are 58% more likely to feel positive towards the TV, FB or TV ad, and 47% more likely to remember it.

From Cult Favorite to $500M Skincare Brand: The Rise Of Tatcha

Tatcha’s year-over-year increases in its influencer community (51%), EMV per ambassador average (75%), and total post volume (135%) all greatly surpassed the top 10 skincare brands’ respective YoY averages.

Tatcha has remained the top EMV-generating skincare brand every month since apart from May 2018, when L’Oréal Paris Skincare took the lead following its Cannes Film Festival activations.

Tatcha is still growing: the brand’s $53.1M EMV total between January and April 2019 represented a 100% year-over-year jump from its haul over the same months in 2018, while the brand expanded its ambassador community by 55% YoY."

Samsung’s global CMO: ‘I’m pessimistic about influencer marketing’

What the CMO is hinting at is a move to working with people of influence within local communities rather than a homogenous set of Instagram stars. Samsung has set up a series of hubs around the world where people can buy the latest hardware, and participate, in activities, take lessons in everything from photography and filmmaking to art.

Gun influencers on Instagram are a boon to gun companies

Gun companies can’t advertise on social media — so they have female influencers do it for them. Kyle Clouse, head of marketing at the gun safe company Liberty Safe, refers to influencers as “the goose laying the golden egg” for the firearms industry. There are dozens of women making partial or complete livings off Instagram grids full of guns and perfect smiles.

How Adidas is using smaller-scale influencers.

the Tango Squad FC show. For the last two seasons, Adidas has featured some of the best street footballers from its network of micro-influencers in a series that charts their journey as the brand’s first social media football team.

Philip Morris suspends influencer marketing after questions are raised about the ages of its influencers.

Verishop is leveraging the power of influencers.

Former Snap chief strategy officer Imran Khan's new app features a designated area for Tastemakers, aka Influencers. They are given their own pages to curate selections of products they recommend. Verishop is targeting affluent millennials (ages 23-38) with more than $75,000 in annual household income.