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What we know about influencer marketing

Article • WARC Best Practice, July 2021

Looks at how influencer opinions and recommendations via word-of-mouth or through social networks play a significant role in spreading ideas and delivering marketing messages to consumers.

90% of brand TikTok videos have product placement

Data • Rob Clapp, WARC Data Points, July 2021

An overview of brand posts and their performance on TikTok.

How influencer marketing thrived during the pandemic

Opinion • Robin Ward, July 2021

With brick-and-mortar retail closed and physical events cancelled due to the COVID-19 pandemic, brands looked to online channels to reach their audience and turned their attention to influencers, explains LTK’s Robin Ward.

Why nano influencers can be more powerful than influencers with a mega following

Article • Mukta Lad, Event Reports, Marketing Influence 360 Conference, April 2021

With influencer marketing steadily gaining importance, representatives of Acer, Johnson & Johnson and Pandora share the various ways that brands can integrate influencers into their marketing strategy.

Brands and ads: Creating content to be the ad

Article • Mukta Lad, WARC Exclusive, Marketing Influence 360 Conference, April 2021

Instead of focusing on creating ads, brands may consider looking at building content and there are ways to create great content that can be the ad itself.

Consistency is the missing pillar of successful influencer marketing campaigns

Article • Aaron Brooks, WARC Exclusive, July 2021

Looks at three pillars that make up a successful influencer campaign.

25% of Indians use social media to follow influencers

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2021

An overview of the reasons Indian consumers use social media.

What's working in social

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in social.

Influencer marketing: Time to get it right

Opinion • Biprorshee Das, June 2021

In this edition of Spotlight India, WARC India Editor Biprorshee Das looks at the evolution of influencer marketing in India and, given its tremendous potential, how marketers can get it right by addressing the concerns about it.

Influencer marketing: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, June 2021

Analyses data from ongoing surveys of Indian consumers, provided by GWI.

Influencers are the visible, not hidden, persuaders

Article • Naresh Gupta, WARC Exclusive, Spotlight India, June 2021

Bang in the Middle’s Naresh Gupta explains the rise of participative culture and the influencer movement, before outlining responsible and sound practices that are required of both marketers and influencers.

ASCI ad guidelines: How adding a hashtag can transform influencer strategy

Article • Felix Joy, WARC Exclusive, Spotlight India, June 2021

Guidelines by ASCI, the Advertising Standards Council of India, make it mandatory for online influencers to prominently label promotional content, but Blink Digital’s Felix Joy says this will impact their credibility as they are seen to be more trustworthy and authentic.

Divesting influencer marketing of its troubles

Article • Hemant Dua, WARC Exclusive, Spotlight India, June 2021

Do Your Thng’s Hemant Dua suggests ways to allay concerns with fake followers and engagement while maximising the benefits in influencer marketing.

Influencer marketing: Keeping up with a dynamic industry

Article • Vaibhav Odhekar, WARC Exclusive, Spotlight India, June 2021

As influencer marketing becomes more important to brands, it is also evolving with changing demands and technology, and AnyMind Group’s Vaibhav Odhekar shares why it is important to watch the space carefully as it grows.

Tapping the power of influencer marketing: How Indian brands can get it right

Article • Shrutika Nagpal, WARC Exclusive, Spotlight India, June 2021

Influencers may not be experts or celebrities, says Scatter Content’s Shrutika Nagpal, but their value lies in the helpful, credible and authentic information they are able to provide to consumers, thus aiding marketers in their quest to build loyalty.

Influencer marketing: Looking beyond the metros

Article • Amandeep Singh, WARC Exclusive, Spotlight India, June 2021

While brands focus on big influencers operating in urban spaces, there is a big ecosystem of new influencers growing in smaller towns and villages across India that presents opportunities, says VMLY&R’s Amandeep Singh.

Rethinking influencer marketing for effectiveness

Article • Samiksha Saxena and Simran Arora, WARC Exclusive, Spotlight India, June 2021

There is no doubt that influencer marketing is here to stay but Mirum India’s Samiksha Saxena and Simran Arora say there are ways to make it an even more effective tool.

Mega, micro, nano: What brands need to know about influencer marketing

Article • Saurabh Kanwar, WARC Exclusive, Spotlight India, June 2021

Brands need influencer marketing but taking this route can involve high costs with pitfalls.

Building brand trust in the age of the influencer

Article • Ashutosh Munshi, WARC Exclusive, Spotlight India, June 2021

Edelman’s Ashutosh Munshi says that with influencer marketing gaining popularity, brands have ways to ensure influencers’ voices are authentic, even as advertising guidelines help to spur more honest communication in brand marketing.

Creator marketing reached €1.3bn last year in Europe

Data • Rob Clapp, WARC Data Points, June 2021

An overview of creator/influencer marketing spend in Europe.

China’s Saturnbird: Brewing coffee with culture and creativity

Article • Athena Chen, WARC Exclusive, Spotlight China, June 2021

Popular Chinese coﬀee brand Saturnbird is driving growth with an evolving consumer-centric strategy that emphasises creativity and community connections.

The Easter Island Effect and brand building in a mobile first economy

Article • Ian Edwards and Harry Davison, WARC Exclusive, June 2021

This paper from Facebook shares new research about brand building online.

Fast-growing brands making fast-moving goods: Why China´s FMCG challengers are special

Article • Alexander Kremer and Cedric Jäger , WARC Exclusive, Spotlight China, June 2021

Picus Capital’s Alexander Kremer and Roland Berger’s Cedric Jäger examine what is driving the exponential growth of FMCG challenger brands.

The impact of influencer congruence on consumer purchase intent

Article • Genevieve Silk, Research on WARC, June, 2021

Finding an adequate match between a brand and influencer is a delicate art that can ultimately impact consumer purchase intent, according to a study published in the Journal of Consumer Behavior.

Over one-quarter of Gen Z follow influencers

Data • Cinzia Petio, WARC Data Points (GlobalWebIndex), June 2021

An overview of following rates of brand and influencer pages across generations.

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.
What we know about influencer marketing

Article • WARC Best Practice, July 2021

Looks at how influencer opinions and recommendations via word-of-mouth or through social networks play a significant role in spreading ideas and delivering marketing messages to consumers.
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.
The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

A summary of new thinking and best practice on shoppable media.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
What's working in influencer marketing

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in influencer marketing.