BabbleBoxx Industry News February 2021

Social media marketing is an ever-evolving component of today’s marketing landscape.  BabbleBoxx tries keeping abreast of it all, as industry news and articles come fast and often.  Here are a few that might be of interest, highlighted here and then linked to the articles below with further context.

  • “Getting one’s SAG card” has long been code for breaking into Hollywood. But the Screen Actors Guild-American Federation of Television and Radio Artists is facing scrutiny online after approving an “influencer agreement” that expands coverage and membership options to online content creators.
  • Some industry insiders and outsiders are up in arms because of HBO’s Fake Famous, a documentary which brings to light how some influencers buy their way to fame.
  • Is texting the new Instagram? The pandemic has forced influencers to test out new platforms to expand their reach. Several influencers recently drove more than $200,00 in sales with the help of MagicLinks’ Text2Shop feature.
  • More proof influencer marketing really can work for e-commerce. SAG-AFTRA, Hollywood’s Biggest Union, Has Approved a New Influencer Agreement.

Description: The Influencer Agreement offers a pathway for both current and future members to cover their influencer-generated branded content under a SAG-AFTRA contract,” the union’s president, Gabrielle Carteris, wrote in an email. “Our goal is to support these performers in a way that reflects the unique nature of their content.” There is no minimum follower count for influencers who want to join the union, although eligibility for health and pension plans is based on certain work requirements.”

WWD: Influencers Are Driving Sales Through Texting

Description: Texting is helping influencers drive sales during the pandemic. MagicLinks has been seeing success with its Text2Shop influencer feature, meant to help video-based influencers monetize their content. The feature drove more than $200,000 in sales by three influencers in a 14-day period.

TODAY: In HBO’s Fake Famous, Social Media Influencers Buy Their Way to Fame

Description: A compelling new documentary from veteran tech journalist Nick Bilton shows just how fake social media can be. For the film Bilton attempts to turn three LA residents with relatively small Instagram followings into social media influencers by purchasing an army of fake followers and bots to “engage” with their posts. Does Influencer Marketing Work for E-Commerce?

Description: Former business executive and author Seth Godin has said, “People do not buy goods and services. They buy relations, stories and magic.” That’s where influencer marketing comes into play. Adweek reports that, in 2016, 40% of people made a purchase seeing an influencer use a product on YouTube, Instagram or Twitter.