On this week’s new round-up, we are taking a look at the return of VidCon, local marketing strategies that are moving the needle for franchises, and more!

NBC News: VidCon, where YouTube stars once caused stampedes, pivots to TikTok

Description: VidCon, the biggest convention for social media creators and their fans, is back this week with a new official partner, TikTok, signaling just how much has changed since the event was last held in person in 2019. Thousands will be crowding the Anaheim Convention Center beginning on Wednesday.

Entrepreneur: 5 Trends Shaping the Future of Franchise Local Marketing Right Now

Description: Video remains a key priority for marketers, as it strongly influences traffic, leads, sales and brand perception. Video is no longer just one piece of your overall marketing plan. It's central to your outreach and campaign efforts, especially on social.As video production becomes more affordable, marketers are using videos for an ever-increasing number of goals.

Forbes: Why Are More Influencers Launching Their Own Brands? 

Description: A less-discussed aspect of the impact of influencer marketing’s success is how it is transforming influencers’ scale of opportunities. Indeed, more influencers are waking up to the power of directly monetizing their audiences, using knowledge collected over the years to move up the value chain and launch their own ventures.

Inc42: Influencer Marketing ROI: How D2C Brands Can Get The Most Out Of It

Description: Return on investment (ROI) is an important criterion for assessing the effectiveness of marketing activities. A brand’s ROI is more than just revenue or lead generation; it extends beyond sales and includes a variety of KPIs.

However, precisely identifying campaign goals is the first step in measuring the performance of an influencer marketing plan.  While success criteria differ depending on the brand’s purpose and the campaign, they often include the KPIs of exposure, engagement, and revenue generation.