Marketers to ditch influencers, but keep spending with Facebook

Industry Contributor 19 May 2019 - 2 min read

Marketers to ditch influencers, but keep spending with Facebook

By Paul McIntyre - Executive Editor

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: social media, marketing, facebook, instagram, influencers, marketers, nano influencers, data, privacy, advertising

Concerns over fake followers and questionable results mean marketers will spend less with influencers and more with ‘nano influencers’ in the year ahead, according to eMarketer. The research firm also warns that Facebook’s woes will spread to Instagram, but marketers will continue to spend with the social media giant (eMarketer).

Key points:

Investigations into data and privacy breaches engulfing Facebook will spread to Instagram
Despite Facebook’s challenges it will continue to take almost all U.S. social ad dollars (86%, or $27.57bn of $32.18bn predicted spend), mostly for news feed ads
In 2020 social ad spend will make up 54% of TV ad spending
Yet TV shows on social platforms will struggle to gain audiences and ad dollars
Marketers will shift dollars away from influencers with large followings to ‘nano influencers’ with thousands of followers
All platforms to launch more ‘shoppable’ ad formats
But focus to move from attempting to drive on-platform transactions to encouraging purchases anywhere

When it comes to concerns over privacy and data breaches, marketers appear to have a blind spot. They are happy to spend hand over fist on Facebook and increasingly Instagram, whose revenues doubled last year as a result. However, marketers do appear to care about wasting money on influencers with questionable influence and so platforms have started to try and address the issue. A shift to ‘nano influencers’ could prove interesting as marketers target niches – providing the issue of fake followers is less entrenched than within the broader influencer market. Finding the value and building out a portfolio of deep niches to create scale could provide an opportunity for smart marketers and agencies. It could also shift the dynamics of social media, incentivising and rewarding those that are followed for their specific knowledge or expertise rather than celebrity status. In theory that should yield better results for marketers. It also happens to open up more sellable inventory for the platforms. It’s an interesting one to watch.