Influencer Campaigns Are About the Audience, Not the Creator

There is, and always will be, an art to casting campaigns. Our team is equipped with data, experience, and the scale needed to create the perfect fit — and to make this holiday season a little more magical for everyone. 

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A MARKETER’S DREAM — PERSONALIZATION THAT CAPTURES & CONVERTS

Through recent survey research, Inmar and Aki have found that about 75% of consumers are not fully satisfied with their recent shopping experiences. Thanks to a shifting, unpredictable economy and several years of changes to the consumer journey, the average person has become more selective — and seeks a better, more seamless experience.  In their July 26th Commerce Week Workshop, Nicole Henry of Inmar and Caroline Capungcol of Aki explored the use of personalization to provide that experience. 

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3 SHIFTS IN SHOPPERS’ SOCIAL MEDIA HABITS YOU NEED TO KNOW

We recently benchmarked our 2021 shopper survey against 2022, and here’s what we learned about the ever-changing social landscape. Needless to say, it’s shifted again in the past year — check out how below. Shorter is better While this shouldn’t come as a surprise to anyone based on today’s decreasing attention spans, short-form videos are winning hearts, and eyeballs. However, video content is just the beginning — because traffic numbers tell us visit length on all social media platforms is also dwindling. 

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DON’T MISS OUT ON PROFITS FROM STUDENT-ATHLETE INFLUENCERS

In 2021, we asked marketers about their perceptions, strategies, and concerns related to NIL (Name, Image, and Likeness legislation concerning student-athlete influencers). After running the same survey again this May, we were surprised by what little progress marketers had made in cracking the NIL code.

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YOUR MOST IMPORTANT INFLUENCER PLAY — SAFE STUDENT-ATHLETE ACTIVATIONS

Student-athletes’ capacity to over-perform as influencers is no secret. Since the NCAA’s decision to grant nearly all collegiate athletes name, image, and likeness (NIL) rights — stats and success stories have spread like wildfire: 

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2022’S HOTTEST PLATFORMS & COOLEST FORMATS

One month into 2022, and shoppers' resolutions have started with a bang. Gyms are filling up, budgets are getting trimmed, and the cookie and candy aisles are suddenly a lot less busy — for a few weeks, at least. Some aspects of consumer behavior, however, are experiencing lasting change. So, when it comes to where the modern consumer spends most of their time — social media & the internet — what does this “new normal” look like? 

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THE BIG GAME IS A HUGE OPPORTUNITY!

Football fans are already gearing up for February’s celebration of the sport’s biggest game. Whether they’re paying attention to the two teams fighting it out on the field, checking out the half-time show, or just catching up on the year’s most creative commercials, around 100 million people tune in to the big game each year. This year, fewer than 4% of consumers plan to watch the game alone. That means that the vast majority will be gathering with others, either in person (89.56%) or virtually (9.25%). 

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BRING NIL TO LIFE WITH GAME-CHANGING RESULTS

In November, Inmar teamed up with Unilever at the Brandweek Sports Marketing Summit to discuss the evolving NIL climate. Leah Logan, Inmar’s VP of Social Commerce, and Rob Master, Unilever’s VP of Media and Marketing, spoke about engagement, safety, and compliance. Their key takeaways can be found in some informative snippets below — and be sure to check out the full webinar presentation for even more detail!

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BRANDS CAN NOW PICK FROM A POOL OF RETAILER-SELECTED INFLUENCERS

For a long time, brands and retailers have been focused on being at the right place at the right time along the shopper journey. This essentially meant being prepared for the shopper to interact with pre-prepared media, displays, messaging, and so on.  Now, instead of “right place, right time,” success relies on being everywhere, all the time. Prospective customers are hopping across digital and physical channels, connecting with several touchpoints before making a final purchase decision. 

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