A look at the marketing and advertising insights we’re sharing for the week of May 17th, 2021.
According to eMarketer’s latest report, the number of monetization options available to influencers are quickly growing, some which bring the future of brand sponsorships into question. For example, a new startup called Pietra helps influencers, regardless of following size, launch their own direct-to-consumer merch and product lines.
Why it matters: In 2021, 67.9 percent of US marketers will use influencer marketing for paid or unpaid campaigns, reports eMarketer. As creators increasingly become brands in their own right, marketers must treat them as publishers and focus on finding relevant audiences and building relationships.
On May 17, Gucci launched Gucci Garden, a virtual two-week art installation, on Roblox. The immersive experience features multiple themed rooms that pay homage to Gucci campaigns. After entering a virtual lobby, users’ avatars can view, try on and buy digital Gucci items.
Why it matters: This year, Roblox creators and developers are set to earn $500 million. The metaverse and gaming platform and those like it have provided luxury brands like Gucci a new avenue to reach younger generations. In addition to Roblox, Gucci has appeared on Zepeto, Tennis Clash, The Sims, Genies, Pokémon Go and Animal Crossing.
Walgreens is launching new ways for brands to leverage first-party data to drive return on investment. The first new offering includes the addition of over-the-top and connected TV inventory now accessible via wagDSP, a proprietary programmatic buying technology that integrates Walgreens customer and transaction data with creative tools and real-time optimization. The second is the first-to-market partnership with OpenAP and OpenID integration enabling brands to reach audiences via Walgreens first-party data as part of their TV buys.
Why it matters: These solutions mark an expansion of Walgreens Advertising Group, the full-service media platform the company launched last December. Through it, brands are offered a first-party data set powered by over 100 million monthly loyalty members, access to Walgreens Programmatic Demand Side Platform and more.
Social media platforms recently introduced Creator monetization options like Instagram’s ‘Live badges,’ Facebook’s ‘Stars,’ Clubhouse’s ‘Payments’ and Twitch’s ‘Bits.’
Why it matters: Though these incentives attract top creators and high-quality content, the downside is that some of them are only available to creators with a certain audience size. For example, Facebook requires creators to have 600,000 total minutes viewed from any combination of video uploads to access monetization features.
As per Linqia’s latest survey, 68 percent of marketers plan on using TikTok for influencer marketing this year, an increase from 16 percent in early 2020. In comparison, just 36 percent of respondents said they plan to use Reels, Instagram’s TikTok clone, this year for influencer marketing.
Why it matters: How TikTok managed to become the number two platform for influencer marketing lies in its Gen Z audience’s preference for unscripted content. Having well-engaged early adopters will allow TikTok to grow much in the same way YouTube has over the years. A decade ago, the platform was a place for pranks on friends and has since evolved into a hub for content on house hunting and pregnancy journeys. In short, TikTok will similarly develop alongside its audience.