Social Media Daily News Roundup 10.07.19

Today’s social media and Influencer marketing news rounded up in one place:

🍉Facebook is trying to entice creators with more monetization options

🍉‘A lot of the time its intuition’: Marketers continue to struggle with attribution in influencer campaigns

🍉Under the Influence - 84 Influencer Marketing Stats [Infographic]

🍉Marketing and advertising professionals lack empathy, Reach study Suggests

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Facebook is trying to entice creators with more monetization options - The Verge

Ahead of VidCon, Facebook has announced a slew of monetization options for its creators, which include more paid groups, ad placement options, and packs of Stars that viewers can buy and send as tips during live streams. Facebook has been trying to lure video creators away from competitors like YouTube and Patreon with monetization features like Fan Subscriptions, a $4.99-a-month digital tip jar that gets fans exclusive content, which opened up to more creators earlier this year. The features announced today are meant to add more ways for creators to make money from the platform and customize fans’ experience when they visit their Facebook pages.

‘A lot of the time its intuition’: Marketers continue to struggle with attribution in influencer campaigns - DigiDay

While identifying influencers and their audiences has become easier, tracking their business value can still be a challenge for many advertisers.

Some global advertisers are spending as much as a third of their digital budget on influencersbut are still struggling to understand the real cost of promoting their brands this way. There are so many varying factors to take into account beyond a follower count now — like an influencer’s reach on social networks and their level of public profile, through to the production quality of their content, how in-demand they are — that it’s harder for advertisers to not only negotiate a fee with an influencer but to then see what reach and engagement that investment buys them.


Marketing and advertising professionals lack empathy, Reach study Suggests - PR Week

Those who work in the advertising and marketing industry lack the necessary skills to connect with consumers on an emotional level, don't like to share and are also "out of touch" with the British mainstream.

These are the main findings from a study by media owner Reach's sales arm Reach Solutions, which carried out the research in response to the current polarised political climate. It explored how well the marketing and advertising industry understand the mainstream by assessing empathy levels and moral frameworks. 

Using an empathy scale developed by psychologists, the study found generally low levels of empathy across the population. Only 30% of people working in the industry displayed high levels of perspective-taking and affective empathy, while the mainstream scored 29%.


Under the Influence - 84 Influencer Marketing Stats [Infographic] - Social Media Today

Influencer marketing is on the rise - and for good reason.

While social media platforms provide great capacity to help business reach more users with their messaging, it's the 'social' element of the platform which points to more personal connection. And personal connection comes from individual users, people communicating with each other. Which is where the potential of influencers comes into effect.

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Lucy Hall