 Shareen Pathak Influencer marketing is experiencing some serious pains, and one big issue is the problem of compensation. Brands don’t know how much to pay, while influencers don’t know how much to ask for. So we asked our focus group. Answers ranged: If people were hard to work with, one blogger tacked on $100 to her fee. “I do know that I am a firm believer in paying bloggers. Just like I get paid to write for other sites, I don’t know any reason why a brand wouldn’t pay me to access my unique storytelling ability and audience,” said another. |
| | | Jordan Valinsky College Humor’s head of video, Sam Reich, dropped out of high school, and was fired as a waiter at the age of 16. Now, he spends his days creating original video for College Humor, and crafting content for different platforms, which he says is key to making successful video. |
| | | Lucinda Southern In the past month, The Huffington Post U.K. has shored up its video strategy, with the help of a new, in-house studio and team of seven producing videos, which are averaging 70 million views on Facebook a month. It ranges from 360-degree video to Snapchat, and longer-form stories. But the HuffPo is still finding that getting talent, executing 360 video fast enough and repurposing live clips are challenges. | | | | Jessica Davies Guardian News and Media editor-in-chief Katharine Viner laid out some serious home truths about the risks of publishing in an algorithm and platform-dominated era, to 370 advertisers at the ad trade body ISBA’s annual lunch. “Social media companies have become overwhelmingly powerful in determining what we read and whether publishers make any money. The idea of challenging the wide-open worldwide web has been replaced by platforms and publishers who maximize the amount of time you spend with them and find clever ways to stop you leaving. That may be great news for advertisers and the platforms themselves, but it's a real concern for the news industry," she said. |
| | | Yuyu Chen Online underwear retailer MeUndies considers Snapchat as modern TV. Over the past two years, the brand has learned to create original content — in the form of Snapchat-exclusive product launches or TV-like sketches — and then tie the content to call-to-actions like vanity URLs. In doing so, MeUndies saw a conversion rate of 16 percent on Snapchat traffic in its tie-dye lounge pants launch last month, five times more than its average conversion rate. |
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