Microinfluencers now the go-to for brands

Microinfluencers now the go-to for brands | Sephora adds Instagram storefront features | Pandora, Snapchat create Pride AR music shapes lens

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June 25, 2020

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The Big Story

Microinfluencers now the go-to for brands

Brands are replacing influencers with microinfluencers, who have fewer than 100,000 followers, as the return on investment declines, according to the Socialbakers State of Influencer Marketing report. During April, 37% fewer brands used influencers compared to the same month in 2019, but of brands still using influencers, 94% were working with microinfluencers, the report notes.

Full Story: PRWeek (6/22)

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Connecting & Collaborating

Sephora adds Instagram storefront features

Sephora has opened a digital storefront on Instagram that lets customers buy directly from the store within the social platform. Users will be able to purchase products from brands such as Milk Makeup, Olaplex and Drunk Elephant via Sephora's Instagram feed and stories.

Full Story: USA Today (6/24), Drug Store News (6/24), Glossy (tiered subscription model) (6/25)

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Marketer Moments

Pandora, Snapchat create Pride AR music shapes lens

Pandora and Snapchat are launching an augmented reality music shapes lens for Pride Month that lets users create their own Pride AR experience and anthem. Pandora also released a Qmunity station that will feature stars such as Lil Nas X, Kaytranada and Janelle Monae sharing their music and discussing its effect on LGBTQ+ culture.

Full Story: Adweek (tiered subscription model) (6/24)

Busch, Billy Ray Cyrus launch jingle contest

Cyrus (Bryan Steffy/Getty Images)

Busch Beer teamed with Billy Ray Cyrus on a social campaign that's urging fans to post their own versions of the brand's 1980s jingle "Head for the Mountains" on Twitter, Facebook, YouTube or Instagram using #Contest and #HeadForTheMountains. A tweet from Cyrus kicked off the campaign with his take on the jingle, and the winner of the social contest will be paid $10,000 to have their version featured in one of the brand's ads.

Full Story: Adweek (tiered subscription model) (6/24)

Burns Group, Simmons unveil TikTok "#Snoozzzapalooza"

The Burns Group created a new "Just For Fun-ZZZ" brand identity for mattress maker Simmons and a "#Snoozzzapalooza" TikTok campaign that features influencer videos set to an original track where creators go to bed only to wake up in a festival-like dreamland. The push encourages users to post their own "#Snoozzzapalooza" videos.

Full Story: Muse by Clio (6/24), Adweek (tiered subscription model) (6/24)

Adobe, Lady Gaga invite fans to share "Chromatica" art

(Live Nation/YouTube)

Adobe and Live Nation partnered with Lady Gaga on a campaign that's inviting fans to use Adobe's creative platforms to create artwork inspired by the star's "Chromatica" album. Fans can enter to win $10,000, a yearlong subscription to Adobe All-Apps Creative Cloud and an autographed print of their art from Lady Gaga by sharing their creations on Instagram or Twitter using #LadyGagaxAdobe.

Full Story: MediaPost Communications (6/24)

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Platform News

TikTok courts marketers with business platform, AR tools

TikTok released TikTok For Business, a platform designed to help marketers navigate its ad formats, Brand Takeovers and Branded Effects, In-Feed Videos and Hashtag Challenges. The social platform also launched an e-learning center with product guides and creative best practices, and Brand Scan, an augmented reality offering akin to Snapchat's Sponsored Lens and Word Lenses.

Full Story: TechCrunch (tiered subscription model) (6/25)

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Measurement Matters

Report: Pandemic radically shifted shopping behavior

Profitero's "The Cheating Consumer" report delves into shopping behavior during the pandemic, the rise of brand switching by consumers and warns the crisis has "caused 10 years of consumer behavior change in just eight weeks." The report urges marketers to prioritize digital strategies and e-commerce experiences as consumers have embraced online shopping.

Full Story: Adweek (tiered subscription model) (6/24)

Infographic: How prospects are consuming webinars
MarketingProfs (free registration) (6/23)

Social Shareable

Cat's attempts to reach gets 162M views

A TikTok video posted by British Promise Cats has attracted 162 million views, over 22 million likes and 275,000 comments. The clip shows a cat poking its head through a cardboard tube and trying to reach something with its paw.

Full Story: Daily Mail (London) (6/25)

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It will be a fight for convenience. ... [A] customer can decide if they want go to a store and find a product they saw on Instagram, or they can just let content direct them to buying in the app.

Andre Artacho, managing director of Two Nil, as quoted by Glossy