Hey readers!

Welcome to the 9th edition of your go-to marketing newsletter! 🍂 As we step into October, the leaves are changing, the vibes are getting cozier, and the temperature is (kind of) dropping – Seriously, who turned the heat back up? I’m trying to enjoy the start of sweater weather… 😅

This month, we’re diving deep into the world of influencers! From the Top 10 Mistakes in Influencer Marketing (and How to Avoid Them) to a breakdown of influencer marketing costs, and even a look at how influencers are shaking up the US election – we’ve got it all covered. Plus, don’t miss our upcoming influencer webinars to keep you ahead of the curve!

And remember, if you’re looking for a results-driven team that can help you turn your marketing spells into success, we’re just a click away! 😉

Here’s to a fantastic October filled with treats, sans the tricks! 🎃

~ The Editors

P.S. Was this sent to you? Sign up for our Newsletter here! 

In this Edition you’ll find:

• Graphs, Charts, and Data – Oh My! 
• Upcoming Webinars & Events 
• Case Study Feature: Omni-channel strategy drives Netflix collab awareness & product sales for beauty chain 
• Tips, Tricks, & Guides: 10 Mistakes You’re Making with Your Influencer Program 
• Platform Updates & Industry Trends 
• “That’s Hot!” Moments in the Industry: Influencers in the Election 
• From the Desk of Chase Fortune: How Much Does Influencer Marketing Cost?

Graphs, Charts, and Data – Oh My! 

Chart 1 – Creator-Driven Commerce in 2024

Move over traditional ads – creators are taking the lead! According to the latest eMarketer data, U.S. creator-driven commerce is expected to reach a whopping $70.53 billion in 2024. That’s a serious jump from $62.58 billion in 2023! 🚀

🛍️ What’s driving the growth? It’s all about trust. Consumers love shopping through creators they follow because it feels authentic and relatable.

🛍️ Where’s the action? Instagram and TikTok remain the top platforms for creator-driven sales, with TikTok gaining momentum thanks to its viral trends and shoppable features.

Brands are tapping into this massive opportunity by partnering with creators who truly connect with their audience – and with dollars like that on the table, it’s no surprise that more brands are hopping on the influencer bandwagon!

Chart 2 – The State of Influencer Brand Deals in 2024

If you thought influencer marketing was just a trend, think again. In 2024, influencer brand deals are bigger and more strategic than ever. eMarketer’s latest data shows that brands are expected to spend over $8 billion on influencer partnerships in the U.S. this year alone!

🛍️ Brands are getting smarter: Instead of one-off posts, brands are focusing on long-term partnerships to build deeper, more authentic connections with their audience.

🛍️ Nano and micro-influencers are seeing increased demand because they drive higher engagement and feel more authentic to their followers.

With bigger budgets and more strategic partnerships, 2024 is shaping up to be a game-changing year for influencer marketing.

Upcoming Webinars & Events

Enjoy this list of hand-selected webinars and in-person events that excite our team or where you might find us! This list was independently curated by our Editors for this edition of AdParlor’s Newsletter, we’re not sponsored by any feature. 

Your Brand vs. Influencers: Who’s Winning the Conversation?

WHEN: Oct 30, 2024, 12:00 PM – 12:30 PM EDT

Register HERE

It’s not just your customers talking about your brand – it’s influencers too. Social listening gives you the power to track and analyze these conversations, helping you discover what both your audience and key influencers are saying. Join us in this webinar with Head Social Media Insights, Analytics, & Measurement at Haleon, Danny Gardner, to explore how social listening can enhance your influencer marketing efforts. Learn how to connect with creators, keep up to date in online conversations, and foster a deeper relationship with the online community.

How Powerful is Influencer Marketing?

WHEN: On Demand!

Watch HERE

In this webinar, we’ll take an in-depth look at where influencer marketing fits within the purchase journey, which verticals it plays the largest role in, and the trust issues related to authenticity and transparency among influencers. Join us to get a better understanding of influencer marketing as we answer the questions: Who is most receptive to influencer marketing? Where does it fit in the purchase journey? How can brands benefit most from it? How can it add value to a campaign?

Measuring influencer marketing ROI – Brand & Performance Impact

WHEN: On Demand!

Watch HERE

One of the greatest challenges in influencer marketing for brands today is assessing the effect of the channel, both from a brand and performance perspective. Things evolve fast, and many marketers are stuck with old ways of measuring – for example by looking at last-click results, not taking into consideration how the channel affects and interplays with the remaining media mix. In this recorded webinar, you’ll help to tackle some of the most common challenges and show you how influencer marketing affects your bottom line – plus, how to prove it.

AND, if Podcasts are more your thing 🎧,

check out Influencer Marketing Talks, a weekly podcast to learn more about consumer marketing in the digital age and all things influencer marketing in just around 15 minutes. Each week Frida Ekholm and Sanna Ödmark from Cure Media cover topics around digital marketing and social media to help you take your marketing strategy to the next level. Also, join the conversations with topic experts from the industry!

Case Study Feature: Omni-channel strategy drives Netflix collab awareness & product sales for beauty chain

The goal was to drive awareness, association, & sales with pop culture partnerships. A national beauty & candle retailer collaborated with Netflix to build brand awareness and drive sales from their unique partnership tied to the new season of everyone’s favorite period drama: Bridgerton. 

The next step was creating a media approach to support this partnership. To achieve this, we deployed a strategic omnichannel, full-funnel media plan to generate buzz throughout the stages of the partnership. AdParlor utilized a combination of high-production video and influencer partnership ads to capture attention leading up to the announcement, followed by multi-platform premium placement buys across social and CTV and lower-funnel tactics to convert the the increased visibility to sales.

The results?

💥 349M impressions

💥 $6+ ROAS

💥 90M impressions in the first 3 days of launch

See the results and discover how this approach worked by reading the full case study HERE. 

Tips, Tricks, & Guides

Top 10 Mistakes You’re Making with Your Influencer Program (and how to avoid them)

Influencer marketing can be a game-changer for your brand, but it’s easy to make missteps along the way. Here are the top 10 mistakes brands are making in 2024 – and what you can do to avoid them:

1. Giving up too soon: Success takes time! Be patient and take a long-term approach.
2. Not amplifying with paid media: Organic reach alone won’t cut it—boost with paid ads for guaranteed results.
3. Cheaping out on talent: You get what you pay for. Quality influencers = quality content.
4. Expecting influencers to be full-time: Many creators juggle content creation with other commitments. Be flexible with timelines!
5. Ignoring platform-specific content: Each platform has its own rules. Create content that fits each one.
6. Being rigid during campaigns: Be ready to adapt and pivot based on trends, talent availability, or content performance.
7. Relying too much on automation: Don’t forget the human touch! Influencers thrive on personal interaction.
8. Narrowing your talent pool: Keep an open mind – micro and nano influencers can be just as impactful.
9. Falling behind on cultural trends: Stay relevant by keeping up with fast-paced social and cultural changes.
10. Abandoning platforms too soon: Platforms like TikTok and Facebook are still powerful. Don’t jump ship prematurely!

Want the full breakdown? Read the full blog to learn how to sidestep these pitfalls and supercharge your influencer marketing efforts! 👉 HERE

Platform Updates & Industry Trends

Tired of feeling like you’re stuck in a game of marketing whack-a-mole, desperately trying to keep up with platform updates and industry trends? Don’t worry, we’ve got you covered with the latest tips and all the hot-off-the-press updates.

Platform Updates for Holiday 2024

As we head into the busiest season of the year, here’s a rundown of some exciting ad updates across your favorite platforms!

Meta’s Holiday Ad Updates

• New creative tools to help brands stand out, including festive ad templates and interactive formats.
• Shopping engagement tools: With more people shopping online, Meta is making it easier for brands to showcase products in engaging ways. Think Instagram Reels + product tags = more conversions. 🛍️
• Enhanced ad reporting: Meta’s upgraded reporting tools will help you track key holiday metrics and optimize performance on the fly.
• Introducing new tools to drive holiday sales and reach customers with diversified creative

Meta Launches Orion: AR Ads Are Here!

*Disclaimer: Orion is not on the market yet*

Get ready for a whole new (augmented) reality. Meta’s Orion AR glasses have officially launched, and they’re set to revolutionize how brands interact with customers. While we’re just scratching the surface, these AR glasses bring immersive ad experiences to life in ways we’ve never seen before. Imagine consumers virtually trying on products before making a purchase—welcome to the future of shopping! 🕶️✨

TikTok Search Ads

TikTok is leveling up with its new Search Ads feature, allowing brands to target users directly through search queries. Here’s why this is big:

• Reaching users with intent: People using TikTok’s search bar are actively looking for something specific – now, brands can appear in those results.
• Toggle option: You can easily switch on Search Ads for your existing campaigns, making it simple to expand reach and drive conversions.

Top Pinterest Trends in October

As we dive into the heart of fall, Pinterest users are busy searching for seasonal inspiration. Here’s what’s currently trending:

1. “Fall outfits” are topping the charts, with users searching for cozy styles to embrace the season.
2. Halloween-themed nail designs and colors are a big hit, with searches like “Halloween nails” and “fall nail designs” driving interest.
3. The search for “dewy summer makeup” suggests a lingering love for a fresh glow, while users transition into fall.
4. It wouldn’t be fall without “pumpkin bread” on the list. Baking seasonal treats remains a favorite fall activity.
5. Homecoming Hairstyles: With homecoming season upon us, “homecoming hairstyles” and “hoco hairstyles” are trending as students prep for the big day.

Be sure to check out these trends as you plan your fall-inspired content strategy!

That’s Hot!” Moments in the industry

Trending news we just HAVE to comment on.

The Power of Influence: Why Brands and Now Presidential Candidates Are Embracing Influencer Marketing

In the world of digital marketing, influencer marketing has steadily evolved from a niche tactic to a mainstream powerhouse that shapes everything from brand campaigns to federal elections. The recent podcast appearances of the 2024 presidential candidates – one on This Past Weekend with Theo Von and the other on Alex Cooper’s Call Her Daddy – illustrate just how crucial influencers have become in reaching wide and diverse audiences. This trend highlights the importance of influencer strategy not just for consumer brands, but also for public figures looking to engage with the public in more meaningful, authentic ways.

The Rise of Influencers in Political Marketing

Once upon a time, candidates relied primarily on traditional media like TV ads, newspapers, and town halls to share their messages. Today, as people increasingly consume content from influencers, the lines between marketing for brands and political campaigns have blurred. Influencers, known for their ability to connect authentically with their followers, are now being tapped by political candidates to share messages, endorse campaigns, and engage audiences. Just as brands collaborate with influencers to boost their visibility, candidates are recognizing the value of appearing on podcasts and platforms like TikTok where they can connect with voters in a more casual, relatable setting.

This strategy is all about meeting people where they are. By appearing on popular podcasts and engaging with popular TikTok audios and trends, candidates can reach audiences who may not tune into a debate or read a political article but are regular followers of their favorite influencers. Just as a beauty brand might partner with a makeup guru to reach makeup enthusiasts, a political campaign can partner with influencers who have built trust with their followers over time. 

Why Influencer Strategy Matters Across the Board

The effectiveness of influencer marketing lies in its ability to foster genuine connections. Unlike traditional advertising, which often feels one-sided, influencer marketing invites audiences into the conversation. This aspect of engagement is why it’s not just brands who see the benefits – public figures, nonprofits, and even government entities are embracing influencer marketing. Whether it’s a sneaker brand or a political candidate, the goal remains the same: to connect with people on a personal level, build trust, and inspire action.

Takeaways for Brands and Marketers

• Diversify your audience: Just as a brand might use multiple influencers to reach varied demographics, candidates can leverage different influencers to address multiple voter segments. Brands can learn from this and diversify their influencer portfolios to engage broader audiences.
• Authentic engagement wins: Influencer marketing isn’t just about broad reach; it’s about fostering real connections. Whether it’s a product endorsement or a political message, authenticity resonates, and audiences can tell when something is genuine. Brands and campaigns should prioritize influencers who align with their values for maximum impact.
• Adapt across platforms: The use of different types of influencers – from YouTube stars to TikTok creators and podcast hosts – demonstrates the need to meet audiences across platforms. This flexibility allows both brands and campaigns to tailor messages and formats to suit the platform and its users, increasing the likelihood of engagement.

As influencer marketing continues to grow, it’s clear that it’s not just a trend – it’s a strategy with powerful potential to shape conversations, drive decisions, and even influence elections. For brands and public figures alike, the question is no longer ~if~ they should engage in influencer marketing, but ~how~ they can best harness its power to connect with their audience in an ever-evolving digital landscape.

And, if you need support in launching a successful influencer program, don’t hesitate to contact us: Influencer Marketing – AdParlor 

From the Desk of…

Welcome to “From the Desk Of” – a unique feature section where the talented minds at AdParlor share their insights, expertise, research, & experiences with our readers. We love a good dose of creativity so you’ll see these topics change from month to month with a consistent focus on innovation, strategy, and creative in the paid social industry.

This month, we’re diving into the costs of influencer marketing.

TLDR: Influencer marketing costs can vary widely, influenced by factors like platform, follower count, content type, and engagement rates. This guide outlines average costs across different influencer tiers, from nano to mega influencers, providing valuable benchmarks to help you budget effectively. It also covers how to negotiate with influencers, optimize payment structures, and leverage long-term partnerships to boost ROI. With insights on the most popular platforms and pricing strategies, this guide is your go-to resource for planning and maximizing your influencer marketing investment.

About the Author: Chase Fortune, Marketing Manager

With nearly a decade of experience in the industry, Chase is a seasoned marketing professional, adept in multiple disciplines from digital media planning & buying to account and project management. For the last three years, Chase has worked with AdParlor, first on the client account side, and now on the marketing side of the business. 

When he’s not planning his next big campaign for a client or researching the latest trends, you can most likely find him in his CrossFit gym 🏋️ or out on the mountain biking trails! 🚵

Want to read more? Check out the full blog HERE!