ROI(nstagram)Marketers know that influencer marketing can be a useful tactic. But explaining why your company should drop thousands on an influencer without showing any clear cut metrics to your numbers-loving boss can be, let’s say, a challenge. Luckily Instagram is testing an affiliate tool that will have marketers rattling off MoM statistics left and right.
The new tool offers up a wealth of valuable marketing info. When influencers add affiliate tags, their brand partners can see product page views, estimated influencer commissions, and the pièce de résistance: orders and sales attributed to the affiliate posts, a number that’s been difficult to work out until now. It will also let influencers “opt-in” to work with brands or products they’re interested in, allowing for more authentic content.
Without hard numbers, uncertainty around the effectiveness of influencer marketing has plagued marketers (and budget approvals) for years. Instagram’s new tool allows influencer campaigns to be a trackable growth marketing channel. Now all you need to do is explain to your boss that no, Instagram and TikTok aren’t the same thing.
TL;DR: Instagram’s new affiliate tool will finally reveal the link between influencer content and a brand’s bottom line.
That’s Showbiz, BabyThought the social audio craze was over? Think again. Two new competitors tossed their hats in the ring — and one may come out on top. As Facebook begins testing Live Audio Rooms, the beloved audio streaming app Spotify has launched Greenroom, its own Clubhouse rival app with a few standout features. Greenroom includes a live text chat feature that hosts can turn on and off. All live sessions are also recorded by Spotify, and hosts can request the files to easily turn them into podcast episodes.
While it is a standalone app, existing Spotify listeners can use their account credentials to log in to Greenroom. From there, they’ll be able to join interest-based groups where they can listen to and join in on live conversations. Spotify plans to later use its personalization technology to make recommendations based on users’ listening habits and preferences on both apps.
Out of all the live audio offerings, Greenroom may just have a leg up due to Spotify’s expertise in streaming, existing user base, and established partnerships with creators and brands. But with so much competition (Clubhouse, Twitter Spaces, Facebook Live Audio Rooms, and more) in this growing social space, marketers have a unique opportunity to test and explore where their brand fits best and which platform allows them to connect with the most relevant audience. It looks like the social audio show will surely go on.
TL;DR: As Facebook begins testing Live Audio Rooms, Spotify’s new live audio app Greenroom shows promise in this growing social space.
What Lit Us Up
Thinkers You Can TrustWhile many consumer-facing companies can partner with influencers like Charlie D’Amelio and Kendall Jenner, B2B companies can also effectively leverage an influencer approach to achieve social media success. Johnson & Johnson, a COVID-19 vaccine producer, found its B2B influencer sweet spot on LinkedIn Live.
Johnson & Johnson filmed an eight-episode educational series titled “Road to a Vaccine,” to update its audience on the status of the pandemic and the vaccine creation process. The series targeted healthcare and advocacy professionals, making LinkedIn a strategic platform choice. The videos garnered 1,000,000+ views, and most viewers watched the entire 30 minute show. Why was it so successful? Johnson & Johnson leveraged its expertise by featuring relevant thought leaders in the healthcare, research, and journalism industries — experts business execs can trust.
While it’s unlikely most brands will face a circumstance as dire as J&J’s need to distribute vaccines, incorporating thought leadership into your B2B social media strategy is an effective way to build credibility and provide engaging content for your audience. Whether it’s LinkedIn Live or a different platform, amplifying the voices of relevant thought leaders will help you claim the attention of your audience on social media and build trust.
TL;DR: Johnson & Johnson effectively uses a thought leadership-based strategy to educate healthcare professionals while promoting its vaccine.
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