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Will social media influencers completely replace ad agencies?

(SOCIAL MEDIA) With the increase of social media influencers in the digital world, ad agencies have the potential to become obsolete.

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Influencers are the new ad agencies

When it comes to advertising, creativity is important, but relevance is everything. While traditional ad agencies are great at concocting engaging messages to grab an audience’s attention, social media influencers don’t have to grab — they already have a loyal audience waiting eagerly for their next post.

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This is why brands have been increasingly turning to influencers over ad agencies to handle their creative marketing campaigns.

The old process and the power shift

Agencies would create detailed storyboards for specific photo or video campaigns, and approach influencers to simply post that content on their channels. The influencer was essentially a secondary medium for the content rather than a contributor.

Influencers are now being given creative license and taking the reigns on brands’ social media initiatives.

Brands come directly to them with briefs and RFPs, then the influencer prepares and executes the whole campaign. This is more powerful since the content will be entirely in the influencer’s style, resonating deeply with their followers and seeming more legit, less advertisey. At the same time, it’s much more cost effective than hiring an ad agency, which, with all its fees, essentially serves as a middle man.

So is this a wise move for brands?

Absolutely. First, working directly with influencers gives a brand far more control over brand experience. It’s easy to lose control of communication when too many people are involved, such as an agent and their agency. Working closely with them makes the process less commercial and more collaborative and personal.

Second, the audience reach is far greater with social media influencers. Content created by social stars lives not only on the company site, but also on social channels and other retail channels, like Amazon, for example.

Fans love to like, comment on and share posts from their favorite stars, so influencer-created advertisements have a virtually limitless reach.

When they’re created by the influencer themselves, they fit seamlessly into the rest of the influencer’s posts, so to a follower it doesn’t feel like advertising at all — and that’s the genius of it.

Campaigns with credibility

Influencers are social proof that a brand is legit. There’s no need for catchy taglines or provocative themes when the information source is beloved by millions. Their word is law, and their opinions set trends. Recognizing the unique value influencers possess, brands aim to develop ongoing relationships with influencers rather than a just one-and-done campaign.

This way, they can become mutually associated with popular social icons and expand brand presence exponentially.

There are already companies out there that help brands find influencers to serve as their creative ad agency. One of these is Delmondo. Most influencers working through Delmondo create storyboards to present to brands rather than the other way around, then produce content for paid posts on Instagram and Snapchat.

Several corporations are already on board with this movement. L’Oreal Paris has numerous contracts with social media influencers, and Viacom has even hired Snapchat creator Shaun McBride as a creative strategy consultant for all its social media advertising initiatives.

Where we’re at

It comes down to this:

traditional advertising is fading into obscurity as online review sites and social media take over and word-of-mouth prevails.

Influencer-driven advertising is a smart way to capitalize on this trend. Rather than scrambling to master social media marketing best practices yourself, let someone who’s done it already take the wheel. The right influencers know your target audience maybe even better than you do, and face it: they’re just way cooler than you.

#influencers

Helen Irias is a Staff Writer at The American Genius with a degree in English Literature from University of California, Santa Barbara. She works in marketing in Silicon Valley and hopes to one day publish a comically self-deprecating memoir that people bring up at dinner parties to make themselves sound interesting.

Social Media

You’re tired of Twitter because you’re no longer their average demographic

(SOCIAL MEDIA) Twitter was once a gathering place for industry professionals, but if you’re finding yourself drifting away, you’re not alone – the average demographic has changed. A lot.

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Each major social media platform has a tendency to draw a particular demographic, giving each individual platform a distinct tinge or feel. However, research shows that the demographics of Twitter may make it the most unique and youthful social media platform yet.

Perhaps the most notable aspect that sets Twitter apart is its content generation. While Twitter has approximately 126 million daily users, only around 10 percent of those users tweet with any reliable frequency. Surprisingly, that 10 percent user base is responsible for curating around 80 percent of the content on Twitter, giving a shockingly small group of people control over the bulk of Twitter’s output.

Anyone who has spent a significant amount of time on Twitter probably won’t find this revelation entirely illuminating; after all, most of what you see on Twitter generally looks like a slightly different iteration of something that someone else said on Twitter. Even so, the significance of such a large percentage of Twitter’s content coming from such a small group cannot be discounted.

In another shake-up, Twitter users as a collective also tend to be younger than other social media users.

Again, you’ll usually see this openly reflected in both the tone and persuasion of the content posted there, but the objective youthfulness of Twitter does explain some of the criticism levied toward its users by other social media aficionados.

While these two main points seem relatively benign, not everyone agrees with Twitter’s eclectic nature. Twitter’s distinguishing factors have led some, to label it as a “collective hallucination” of a platform, meaning that its demographic data, content themes, and aggregate of information all combine to create a different picture of America than is actually correct; naturally, the democratic-leaning persuasion of Twitter doesn’t help correct this assumption.

But what sticks out to some publications as a pipe dream of a demographic is, in fact, fairly accurate to America’s example insofar as race and gender ratio is concerned — even though Twitter may not embody the politically diverse “melting pot” of America’s government or emulate its education statistics.

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Social Media

Big backlash after woman tries to shame McD worker for napping

(SOCIAL MEDIA) This might be my favorite story of the year – a woman calls out a napping employee, and the community rejects her tweet, then rallies behind the employee to help improve his life.

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Social media originated as a form of communication to stay in touch with people that you don’t see every day. From there, it blossomed into a community of idea-sharing and a source for news.

As social media grew more popular, the dark side began to rear its ugly head and people began using it as a method of attacking people from behind their keyboards. So much of social media has become negative that it’s hard to want to stay active.

Such was the case when a woman in Fayette County, Georgia shared a photo of a McDonald’s worker asleep in the booth. She posted the photo to social media in haste, in an attempt to shame the McDonald’s location for not doing anything about the employee’s behavior.

What she didn’t realize was that the employee – Simon Childs – was homeless and was simply resting between shifts.

The 21-year old father recently fell into hard times after his mother passed away, and found himself without a residence, but with a job at McDonald’s. When he found out about what the woman posted, Childs was disappointed by her actions.

“It kind of hurt to see my picture up there, you know,” he told WSB in Atlanta. “I thought it was something negative and nobody would care about it.”

The woman’s photo received a lot of attention on social media, but not in the way that she had intended. Local community members near Childs learned of his story and rejected the shaming. They began donating items to help with his child. Others donated hotel rooms, while a local restauranteur loaned Childs his car.

The nameless woman who posted the photo reportedly claims that she didn’t intend to shame Childs, especially since the image was only posted to a private group. However, we all know that it only takes one screenshot to make something “private” known to the whole entire world.

This shows us a few timeless lessons: Nothing on social media or the Internet is private, karma works in mysterious ways, and never make assumptions about anyone as you never know what is going on in their world.

That’s my morals and values lesson for the day. Class dismissed.

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Social Media

Snapchat shifts strategy to open their arms to competitors

(SOCIAL MEDIA) Snapchat opens some interesting doors after keeping the padlocked for years – will this new strategy solidify their status as a digital giant?

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There’s no denying the notable impact that Snapchat has had on the visual side of social media apps. From knock-off Snapchat-esque filters to more egregious rips such as the “Stories” feature, allusions to Snapchat are inherent in the bulk of social media platforms. Snapchat’s response is simple: to monetize these allusions via the Snapchat Story Kit.

The “Stories” feature has rapidly become a massive part of platforms such as Facebook, Instagram, and WhatsApp, with over a billion daily story users across these three services. Comparatively, Snapchat enjoys around 186 million daily story users, making it nearly impossible for the original story curator to compete.

Like many modern businesses, Snapchat’s initial response was to ignore the competition in a display of relentless, self-indulgent optimism. Now that such optimism has been dampened by cold, hard numbers, Snapchat is turning to another venue: sharing.

By sharing their “Stories” feature via a new developer suite — called the “Snapchat Story Kit” — Snapchat will be able to monetize its most ubiquitous aspect while maintaining some semblance of branding across any participating platforms.

In theory, the Snapchat Story Kit will allow app users to post their Snapchat stories to apps such as Tinder, Twitter, and so on; this will enable the same level of story interaction one would find within Snapchat or on Facebook without taking the focus away from Snapchat’s API.

Since any story posted via the Snapchat Story Kit will still go through Snapchat rather than a nonpartisan third-party app or program, this move will continue to emphasize Snapchat’s presence in the visual world.

There are a few possible downsides to this power-grab, not least of which is Facebook’s level of control at the time of this writing. Since Facebook already uses its own version of the “Stories” feature on all of its most-frequented apps, Snapchat has essentially missed out on some of the most powerful opportunities to monetize its features.

It’s also within the realm of reason to assume that Snapchat will require Snapchat Story Kit users to jump through additional hoops before they can use its features—a move that, similarly to the Bitmoji jump, may prove to be more annoying than hindering.

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