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Polarization in the US is fueling a new wave of reliable, authentic influencers

Article • Shawn Francis, WARC Exclusive, Spotlight US, January 2021

Influencers have pivoted to thrive in the polarized United States.

Digital ad revenue in China grew 23% in 2020

News • 18 January 2021

Digital advertising revenue in China grew by almost 23% in 2020, and the double-digit growth occurred even though average media spend fell by more than 15% between Q1 and Q3 because of COVID-19, according to a new report from independent consultancy

The latest revenue stream for gaming companies – virtual influencers

News • 14 January 2021

A fresh approach to the business of influencing comes from the gaming world in China, where the lines between what’s real and what’s virtual are becoming ever-more blurred – step forward Nuan Nuan, once a popular female character created by Chinese g

What we know about influencers in China

Article • WARC Best Practice, January 2021

This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.

Rethinking brand safety with Gen Z

News • 24 December 2020

The emerging Gen Z segment has distinct preferences and is not impressed by established marketing plays.

How Walmart is unleashing an army of micro-influencers – its own workers

News • 18 December 2020

The idea that employees play a vital role in the customer experience is nothing new in commerce, but US retail giant Walmart is taking the notion one step further – by turning its workers into small-scale influencers, Modern Retail reports.

Gen Z is here, and brands need to be okay with giving up control

Article • Low Lai Chow, Event Reports, IAB SEA+India Re:Volve Webinar Series, October 2020

An IAB SEA+India webinar outlined how brands need to change their mindsets in order to better connect with Gen Z consumers.

A change of pace: How China’s smaller cities are both modern and traditional at the same time

Article • Oliver Sweet and Aude Charbonneau, WARC Exclusive, Spotlight China, December 2020

Ethnographic work by IFF and Ipsos reveal the untapped opportunity for brands in meeting the demands of China’s smaller cities.

Get out of your zone: Winning the ‘Chu Quan’ marketing game in China

Article • Alice Yu Yuebo, WARC Exclusive, Spotlight China, December 2020

Alice Yu outlines an emerging opportunity for brands to connect beyond their categories and become a part of a much wider consumer conversation.

New models of social influence

News • 11 December 2020

The events of 2020 have broadened the influencer playing field and reorganized communities under different personality cults – more generous, pro-social and giving – and brands need to adapt accordingly, says strategy executive Ana Andjelic.

Three-quarters of brands aren't sure about ROI from influencers

Data • Rob Clapp, WARC Data Points, December 2020

An overview of influencer marketing during the coronavirus and the ability of brands to measure impact.

The three current models of social influence, and how brands can use them

Article • Ana Andjelic, WARC Exclusive, December 2020

This paper incorporates concepts from The Business of Aspiration: How Social, Cultural and Environmental Capital Transforms Brands (Routledge, 2021).

Purpose-fuelled Shoppertainment: Lazada Philippines’s transformation from commerce to community

Article • Low Lai Chow, Event Reports, DigiCon Omni, October 2020

Lazada Philippines found its purpose in creating opportunities and social good during the pandemic.

Inside out: Social media influencers in rare and invisible conditions

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2020

Healthcare Research Worldwide (HRW), a research company specialising in healthcare, conducted a pilot study for a new method of understanding the digital behaviour of influencers with rare and invisible medical conditions.

The digital storefront: How livestreaming will support e-commerce 2.0

Opinion • Isaac Hopkins, November 2020

Livestreams offer a way for brands to stay relevant and discoverable in a retail world that’s increasingly online-first, writes GWI’s Isaac Hopkins.

Deciphering audience behaviours will be a key challenge for 2021

News • 23 November 2020

According to Kantar’s newly released Media Trends and Predictions 2021 report, audience behaviours will be more complex and difficult to decipher than ever in the coming year.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.

TikTok influencer posts doubled in first half of 2020

Data • Rob Clapp, WARC Data Points, November 2020

An overview of sponsored post content on TikTok, Facebook, Instagram, Twitter and YouTube in the first half of 2020.

Companies responses to scandal backlash caused by social media influencers

Research Paper • Belinda Kintu and Karim Ben-Slimane, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 666-672

The purpose of this article is to identify companies' responses to scandal spillover stemming from their association with tainted social media influencers.

How brands can leverage gaming as an engagement channel

Opinion • Ferdinand Gutierrez, November 2020

Ampverse's Ferdinand Gutierrez believes that brands have yet to take full advantage of gaming as an engagement channel despite its rising popularity with consumers in Southeast Asia.

73% of marketers to spend more on influencers over next year

Data • Rob Clapp, WARC Data Points, October 2020

An overview of influencer marketing plans over the next 12 months in Germany, the UK and the US.

TikTok: Ten lessons for brands creating Hashtag Challenges

Article • Alex Brownsell, WARC Exclusive, October 2020

Research from TikTok and Kantar on how to create effective branded Hashtag Challenges.

Consumers open to influencer content but 42% are overexposed

Data • Rob Clapp, WARC Data Points, September 2020

An overview of global consumer attitudes to influencer branded content.

Influencers most popular in China and India, least in Australia and Japan

Data • Rob Clapp, WARC Data Points, September 2020

An overview of the popularity of influencers by genre and by country across 10 markets in Asia Pacific.

Launching and scaling a mobile-first e-commerce start-up

Article • Yuri Ivanov, WARC Exclusive, September 2020

Joom’s co-founder reveals five lessons when building a better mobile commerce experience.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
What we know about influencer marketing

Article • WARC Best Practice, May 2020

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.