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WHY Report

December 7, 2016

Overmonetized Influencers and Pesky Millennials: What Brands Are Worried About Right Now

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Digiday asked brands to “map out” what is really on their minds when it comes to challenges in the brand marketing space. Each individual mind map was then used to create one giant composite chart to try and envision what really is occupying the headspace of top brands right now.

Get in their head.

December 2, 2016

Confessions of an Instagram Influencer

1200x-1.jpgEarlier this year, an anonymous social media executive ranted on Digiday that marketers were essentially throwing money away on influencers, whom the ranter characterized as talentless. Because advertising budgets will inevitably flow to any medium where large numbers of people are spending large amounts of time—Instagram has attracted a sort of professional class. These “influencers,” as they’re known, are media properties unto themselves, turning good looks and taste into an income stream. Some swear the work is difficult, some dispute that.

A day in the life.

October 6, 2016

How Criticism on Social Media Impacts Designers and Brands

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With social media enabling users to share unfiltered feedback on an endless range of topics, fashion firms and their top executives are feeling the pressure to not only have an online presence but to carefully manage the platform. Paying attention to consistent themes in consumer comments has played a role in retail product decisions.

All press is good press.

October 5, 2016

How to Target Moments of Need in the New Travel Landscape

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The immediate, highly personalized interactions of technology brands like Amazon, Apple and Facebook have set a new benchmark for customer expectations across all industries. What happens when consumers unknowingly transpose the elevated expectations of technology brands onto travel brands? What are the new, unmet needs of consumers?

Convert selfies into sales.

September 22, 2016

The Top 50 Marketing Influencers on Snapchat (That Aren't DJ Khaled)

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With 100 million daily users and 7 billion daily page views, Snapchat has engagement other networks like Facebook can only dream of. To see how you can use Snapchat to build audiences and engage with followers, check out this list of 50 of the top marketing influencers (presented in no particular order) who are making it happen right now.

The snaps of all snaps.

September 16, 2016

Secret Life of a Seven-Year-Old Instagram Star

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For years, people on the street have crooned over Haileigh, dressed in classic Diane Von Furstenberg-style wrap dresses and fitted. She accessorizes with oversized shades and cross-body purses, making her look like an adult in a child’s body. So Ms. Vasquez began posting pictures of her then three-year-old to Instagram. Four years later, Haileigh has 129,000 followers. The social media posts have turned her into a child model, an aspiring actress and an Instagram star.

Shine like a star, dream like a child.

August 26, 2016

How MTV is Working With Influencers and Brands for the VMAs

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This weekend, the VMAs are boasting special performances by Ariana Grande and Nicki Minaj, and whatever Kanye West decides to do for four minutes. But behind the scenes, Viacom and MTV have recruited social influencers to create content surrounding the upcoming Video Music Awards — and have gotten show sponsors in on the action as well.

There'll be no escaping.

August 24, 2016

'People Go After a Name, Not a Connection': Marketers Sound Off on What's Wrong in Influencer Marketing

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Influencer marketing is the hottest buzzword of the moment. But while everyone wants to use influencers, people recognize that there are a lot of problems with the method. So Digiday asked brands what their biggest challenge with influencer marketing was.

The good, the bad and the ugly.

August 1, 2016

Mercedes-Benz Uses Influencers to Reach Millennials

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One big challenge for most luxury brands today is how to appeal to a younger demographic without losing the extravagant feel of the brand. For Mercedes-Benz, that means creating compelling content on social — especially collaborating with influencers — to amplify what the brand is and why millennials need a Mercedes-Benz.

Showrooms are going social.

July 15, 2016

Tap to Like: Inside Instagram's Full Court Press Into Sports

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Sports is huge on Instagram. Of the 500 million people that use Instagram every month, 165 million are sports fans — meaning they follow at least one sports-related account. On average, sports fans on Instagram follow eight sports accounts. With this growth, Instagram is putting resources toward getting more sports personalities, teams and leagues to use the platform.

We predict a slam dunk.

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