Thursday, January 11th, was a big day in news for the influencer marketing space. From Facebook’s Newsfeed algorithm changes to Google’s changes to promote brand safety and ad transparency, SYLO has rounded up the latest articles which tackle how these announcements will affect the influencer marketing space.
1. Google Preferred and Ad Transparency
Sparked by the outrage caused by Logan Paul’s “suicide forest” video, a January 11th article in Bloomberg Technology stated that, “Google told partners that it plans to use both human moderators — the company recently announced it will have 10,000 employees focused on the task — as well as artificial intelligence software to flag videos deemed inappropriate for ads.”
Google then followed this up with a blog post on January 16th in which they outlined their plans for “stricter criteria for monetization on YouTube,” the manual reviews of Google Preferred channels, as well as their plans for more “transparency and simpler controls over where ads appear.”
Here at SYLO, we wholeheartedly support this approach, particularly for the manual review of posts. This will greatly increase transparency, authenticity, and brand safety in the space, and it is a practice that SYLO has employed from the beginning.
2. Facebook’s Newsfeed Algorithm Changes
Also, on January 11th, Facebook’s Mark Zuckerberg announced that the social media platform’s algorithm will start prioritizing friend’s posts over brands and publishers in the News Feed. This is a good thing for the influencer marketing space, as addressed in great detail in this Digiday article.
Here at SYLO, we believe that Facebook will prioritize creators that have built a strong community, have a two-way interaction with fans, and create authentic content. Moreover, it speaks to how important creators are to the social media space in general. Social media platforms (including YouTube, as mentioned above) are making adjustments to better support a growing ecosystem of quality content creation. As featured on Inc. (also on January 11th), Facebook also recently launched two new tools, an app and a Facebook for Creators website, to further empower creators to create quality content on the platform.
The Facebook Newsfeed algorithm change is yet another reason for brands to allocate more budget into the influencer marketing space—besides already being a workaround for ad blockers, they are also now a workaround for this new Facebook algorithm.
3. Influencer Talent Agencies Called Out
Finally, on January 11th, another Digiday article dove into how influencer talent agencies are amplifying their social numbers that they report for campaign and creator success. As stated in the article, “Brands often preach “quality” engagement but seek big numbers, which means influencer networks are often scrambling to make up big goals.”
This is the biggest threat to the influencer marketing space stalling in 2018. If those who are matching and executing the influencer marketing campaigns are allowed to continue to self-report, success metrics will continue to be inflated and risk brand safety and creator authenticity. This is why standardized measurement was adopted by every other form of legitimate advertising media, and it needs to be adopted by the influencer marketing space if we are to justify the investments and increase budgets into the space going forward.
We’d love to hear your thoughts on these recent pieces of news in the comments below or contact us at email@example.com!
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