Latest news with #influencermarketing
The Verge
4 hours ago
- Business
- The Verge
CEO Chris Best drops that fact onstage at
Alex Heath 'More than 50 people' are making over $1 million a year on Substack. The Information's 'Future of Influence' event in Los Angeles. He also says Substack was 'accidentally cash flow positive' in the first quarter of this year, but isn't planning to be profitable soon. 'We're focused on growth,' he says. 'It turns out that when you do that, it makes the business grow really well, too.'
Globe and Mail
8 hours ago
- Business
- Globe and Mail
Digital Silk Identifies Surge in Influencer-Led Digital Marketing Campaigns Among U.S. DTC Brands
Los Angeles, California--(Newsfile Corp. - June 3, 2025) - Digital Silk, an award-winning agency specializing in brand strategies, custom websites and digital marketing campaigns, is announcing increased client demand among U.S. direct-to-consumer (DTC) brands for influencer-led digital marketing strategies in 2025. According to new data from eMarketer, U.S. influencer marketing spend may potentially exceed $10 billion in 2025. This rise is linked to a growing preference for performance-focused influencer partnerships, micro-creator collaborations, and shoppable short-form video content. As DTC brands seek to optimize marketing budgets, many are reallocating spend toward influencer strategies that aim to deliver targeted reach and measurable customer engagement. To view an enhanced version of this graphic, please visit: Influencer Campaign Trends for DTC Brands Digital Silk has observed a shift among emerging DTC brands toward leveraging niche creator partnerships and integrating trackable special offer codes to monitor sales performance. Recent research highlights that short-form videos can drive up to 2.5 times more engagement compared to static posts, while micro- and nano-creators are increasingly favoured for niche audience targeting. Core Elements of Influencer Campaigns Micro-Creator Collaborations: Niche influencers can potentially bring higher engagement rates and build trust within specialized audiences. UGC Whitelisting: Brands amplify paid media by running ads through creator accounts, with the aim of lowering cost per thousand impressions (CPM). Shoppable Short-Form Video: Interactive links streamline the path from content view to checkout Attribution Tracking: Unique special offer codes and affiliate links provide clear sales data. "Influencer campaigns are evolving into measurable, performance-driven marketing tools," says Gabriel Shaoolian, CEO of Digital Silk. "For DTC brands, they offer opportunities to connect with audiences in authentic and trackable ways." U.S. influencer marketing spend may potentially surpass $10 billion in 2025. Brands increasingly leveraging micro- and nano-creators for targeted audience reach. Short-form videos achieving up to 2.5x higher engagement compared to static posts. Looking Ahead As influencer marketing continues to evolve, DTC brands are expected to deepen focus on scalable, data-driven campaigns that blend authenticity with measurable results. Digital Silk remains committed to helping brands navigate this dynamic landscape by providing strategic digital marketing services tailored to the unique demands of the influencer economy. About Digital Silk Digital Silk is a full-service Digital Marketing Agency focused on growing brands online. With a team of seasoned experts, Digital Silk delivers industry-leading digital experiences through strategic branding and cutting-edge web design with the aim to drive more conversions and digital marketing services to boost awareness and engagement.
Associated Press
10 hours ago
- Business
- Associated Press
Lionize AI Passes 30M Vetted Creators for Influencer Campaign Matching
Lilly is the first AI Influencer Marketing Manager trained to identify, evaluate, and contract creators on behalf of brands. 'After working with 500+ brands, we've seen how Lilly saves time—cutting 20+ hours a week for those managing 20 influencers monthly. It's all about scaling without the extra effort.'— Austin, COO, Lionize NEW YORK, NY, UNITED STATES, June 3, 2025 / / -- Lionize, the AI-driven influencer marketing platform, has quietly been training its AI system for the last two years and is setting a new standard for influencer sourcing and campaign management. With a focus on performance and efficiency, Lionize's advanced AI Agent, Lilly, is reshaping how brands connect with influencers. Lionize's AI-powered platform now allows brands to effortlessly source, recruit, and manage influencers with unprecedented speed and precision. Lionize's tech ensures creators are not only found but also activated and delivering results faster than traditional methods. Unlike other systems, Lionize is designed to learn each brand's unique tone and messaging. During the campaign setup, the system undergoes a 'training period' to ensure brand safety and alignment. This process helps maintain authentic, on-message communication between brands and creators, ensuring efficient and relevant influencer partnerships. Here are three interesting stats: 1) AI Agent Lilly has analyzed over 30 million creator profiles across Instagram and TikTok, curating a selection of creators that match brand target demographics and campaign objectives. 2) Vetting process looks at 20+ different attributes across creator details, audience demographics, and content style and format before recommending to the brand. 3) Accelerates the selection and contracting process, resulting in 100,000 creator partnerships 'We tested influencer marketing with another agency after we appeared on Shark Tank, but the process was cumbersome, and the results didn't justify the cost. We moved back to Lionize because everything was easier,' said Robert Peck, CEO of AquaVault. 'Using AI to source, recruit, and manage influencers was not only faster and more efficient, but it also allowed us to build a community of influencers—at a fraction of the cost and time. We got real results, fast.' Traditional influencer marketing platforms focus on dashboards and vanity metrics. Lionize, however, has built an engine that actually delivers. 99,725 vetted influencers, and an unparalleled ability to scale influencer partnerships, Lionize eliminates guesswork and chaos from the process. The time spent sourcing and managing influencers manually would total $20,776,042 alone. Key Benefits of AI-Powered Influencer Platform, Lionize: 1) Efficient Influencer Sourcing: Quickly identify and activate influencers at scale. 2) Reduced Costs: Achieve results at a fraction of the cost compared to traditional agencies. 3) Real Results: Proven ROI with measurable influencer-driven outcomes. Lionize is not just smarter technology—it's a game-changing platform that's setting a new standard in influencer marketing. About Lionize: Lionize is a leading AI-powered influencer marketing platform, revolutionizing how brands source, recruit, and manage influencers. With advanced algorithms and a vast network of vetted creators, Lionize delivers high-performance campaigns that scale effortlessly, saving brands time and money while driving impactful results. Austin Rosenthal Lionize, Inc. email us here Visit us on social media: LinkedIn Legal Disclaimer: EIN Presswire provides this news content 'as is' without warranty of any kind. We do not accept any responsibility or liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. If you have any complaints or copyright issues related to this article, kindly contact the author above.
Forbes
3 days ago
- Business
- Forbes
Why Creators Are Saying 'No' To Perpetual Usage Rights
Perpetual usage rights have become one of the most polarizing clauses in modern brand-creator contracts. For many content creators, these clauses spark immediate hesitation, even when attached to 'dream brand' partnerships. At a time when creators are being more intentional about how their work and likeness are used, perpetual usage is often a hard 'no' for many. But brands, especially those managing long-term campaigns and large creative investments, continue to push for these rights. Creators want to maintain control over their image and future partnerships, while brands want to ensure longevity and security in the content they invest in. This tension has led to more creators walking away from potential collaborations even when the brand is a perfect fit in every other way. Sadly, this is leading to more and more creators turning down partnerships while brands offer them to other creators who may not be as well-informed about topics like perpetual usage rights. As influencer marketing matures, the industry is hitting a wall. In more negotiations, perpetual usage rights are no longer accepted without thorough back-and-forth. For creators, there are several reasons why perpetual usage rights are seen as a hard no. First, perpetual use can restrict future brand deals, especially with competing companies in large brand categories such as clothing, beauty, home decor, etc. If, for example, a creator had a partnership including perpetual usage rights with a company like Maybelline, it may be difficult for them to be seen as 'open to work' from competing brands like Covergirl. Therefore, the creator may ultimately miss out on opportunities (and, in turn, income). Second, creators are increasingly aware of the ethical implications of associating with a brand indefinitely, especially if their values change over time. "My biggest fear with perpetual usage is if my stance on a brand or product changes," says Emily LeJeune (@all_of_emily), an Instagram creator. "As creators, we are also learning and growing... so perpetual is a hard no for me." Considering the changes in the world's climate over the last 5 years, many brands are revealing their true colors, and that may or may not be something a creator wants to be associated with perpetually. Third, there's the cost issue: pricing perpetual usage reasonably is nearly impossible. Because brands could potentially profit from the content for years (or decades), licensing should reflect that — often 3x to 5x the standard rate. However, most brands are unwilling to pay that premium, which leaves creators undervalued and legally bound to work that continues to generate brand ROI long after payment has cleared. As Instagram creator Harleny Vasquez (@yourevolvedmind) puts it: "My biggest fear? That my content will be used everywhere and I won't be compensated fairly." From the brand side, the logic is practical: long-term access to content provides security and flexibility. According to Faiq Shah, Marketing Manager at Blinked Media, "We require perpetual rights for core brand assets... but offer tiered licensing for secondary content." In this structure, perpetual rights are always paid at 2-3x standard rates and are clearly capped to specific formats or timelines. Brands want to protect their campaigns, ensure consistency across media, and avoid tracking down licenses every few months. For many, it's not about ownership — it's about operational efficiency. Ashley O'Neal, Founder at Summerside Creative Inc., adds that the demand is particularly common in hospitality. "We work exclusively with hotels, and we require perpetual use of all content that we do — even in exchange for hotel stays and food and beverage credits." For brands with high content turnover and limited budgets, perpetual usage provides a way to build a content library without the need for constant renegotiation. So where do we go from here? The future of creator-brand partnerships likely depends on compromise. Perpetual usage rights aren't going away, but they shouldn't be accepted without nuance. Instead, creators and brands can find a middle ground through time-bound licensing, tiered usage structures, and clear limitations on media formats and distribution. Creators like Ashton McGrady (@radiantlygolden) believe that respectful negotiation is the key to sustainable partnerships. "Pushing back (kindly and professionally) has actually helped me build trust and set expectations early... If a brand insists on perpetuity without flexibility or fair pay, it's often a red flag." At the end of the day, both sides want impactful content — but the terms should reflect the value and vulnerability creators bring to the table. A win-win is possible, but it starts with a conversation with flexibility on both sides.
Hospitality Net
5 days ago
- Business
- Hospitality Net
Maximizing Hotel-Influencer Partnerships: A Marketing Director's Perspective
In today's digital landscape, influencer marketing has evolved from an experimental tactic to an essential strategy for hotels looking to reach engaged audiences. As a marketing director with years of experience in the hospitality industry, I've witnessed first-hand how the right influencer partnership can transform a property's online presence and drive meaningful bookings. However, not all collaborations yield equal results, and the difference often lies in the approach. The relationship between hotels and influencers has matured significantly over the past few years. What began as simple exchanges—a free night in exchange for a social media post—has developed into sophisticated partnerships with clear objectives, metrics, and creative direction. When I started, I was thrilled just to receive a complimentary stay in exchange for posts. But as my niche and audience grew, so did my value, approach, and expectations , reflects Ravi Roth of @raviroundtheworld, a prominent travel influencer focusing on luxury and LGBTQ+ perspectives. This evolution mirrors the broader influencer marketing landscape, where both sides now seek deeper and more authentic collaborations. For hotel marketing teams, understanding this shift is crucial for best results. Today's successful partnerships require more than transactional thinking—they demand strategic alignment, creative collaboration, and mutual respect. Identifying the Right Partners: Quality Over Quantity A common mistake many hotels make is fixating on follower counts rather than engagement quality. Large numbers might seem impressive, but they mean little if an influencer's audience isn't actively interested in travel experiences or doesn't match your target demographic. Ravi Roth emphasizes this point: When evaluating hotel partnership opportunities, I focus on three key elements. First, I look for clarity in what they're asking for and how it aligns with my expertise. Second, I assess brand alignment—whether their aesthetic, values, and mission resonate with mine. Finally, I consider the mutual benefit: Will this collaboration elevate both my brand and theirs? Lauren, who brings a unique dual perspective as both an influencer (@ and the founder of etc. PR, managing marketing for four Long Island hotels, takes a data-driven approach to partnerships. With one specific hotel I work with, which often handles wedding room blocks, we partner with local mommy and lifestyle influencers whose audiences match the hotel's target market , she explains. Her agency leverages AI tools to develop detailed customer personas and identify appropriate talent for each property, ensuring influencer audiences align with potential guests. This strategic alignment is essential—partnering with an influencer whose audience doesn't match your ideal guest profile wastes resources and dilutes your brand message. Once you've identified potential partners, how you approach them can make or break a collaboration before it begins. Many hotels falter at this crucial stage with generic, one-size-fits-all pitches. One of the biggest mistakes hotels make is not doing enough research , Roth points out. I focus on luxury and boutique hotels with an LGBTQ+ perspective. If a hotel reaches out from a destination where it's illegal to be LGBTQ+, how can I authentically promote that? A successful outreach should demonstrate that you understand the influencer's content style, audience, and values. Reference specific posts you've enjoyed, explain why their perspective would resonate with your property's story, and be clear about what you're offering and what you hope to achieve with your campaign. The days of expecting quality content in exchange for a free night is no longer the exclusive compensation structure, at least when working with established creators. Understanding how to structure fair compensation is essential for productive partnerships. Regarding compensation, Roth is clear: Content creation is my full-time job, so monetary compensation is essential. A complimentary stay might sound appealing, but it's still a huge amount of work and doesn't pay the bills." He notes that many of his hotel collaborations happen through tourism boards with built-in budgets, but when working directly with hotels, he prefers "long-term, evergreen partnerships where we align on goals, target audience, and creative strategy. However, compensation models vary depending on the market, influencer tier, and partnership scope. Lauren offers a different perspective from her experience with regional properties: While many Long Island influencers expect payment, we have also found success with complimentary stays and experiences , she explains. She emphasizes the importance of tracking influencer impact, typically implementing discount codes that allow hotels to monitor link clicks even when direct bookings aren't made. For smaller properties with limited budgets, Roth suggests: First, define what you're trying to promote and the value you want from a partnership. If your budget is tight, focus on micro-influencers with high engagement rather than large influencers with passive audiences . He recommends enhancing offers with non-monetary perks like spa treatments, dining experiences, or extended stays to make collaborations more appealing without increasing direct costs. Designing Memorable Experiences The most successful influencer partnerships transcend standard hotel stays to create memorable, content-worthy experiences. This approach benefits both parties—influencers get unique stories to share, while hotels showcase their best offerings through an authentic lens. Lauren prefers offering comprehensive experiences that include accommodations, dining, and spa services, though she notes they always request influencers to leave appropriate gratuity. This holistic approach provides influencers with diverse content opportunities and experiences while highlighting multiple revenue streams for the property. Citing CitizenM's Pride campaign as an exemplary partnership, Roth shares, Instead of a one-off collaboration, they approached it as a long-term partnership. They wanted me to host a Pride event on their rooftop, arranged a pre-event staycation in NYC so I could fully experience the property, and invited me to be a storyteller at their Seattle location. This evergreen approach was a game-changer, leading to high engagement, shares, saves, and new followers for both of us. When designing influencer experiences, consider: What makes your property unique? Which experiences and amenities align with the influencer's content style? How can you facilitate authentic moments rather than staged photo ops? What seasonal or limited-time offerings could add value? Prioritizing Authenticity Perhaps no factor is more crucial to successful influencer marketing than authenticity. Today's social media audiences are sophisticated—they can quickly identify forced endorsements and stock phrases. Authenticity is everything! Roth emphasizes. If I can't show up as my full, unfiltered self, the partnership won't work. My content thrives on big energy, zest for life, comedy, and luxury vibes. If a partnership doesn't allow me to integrate these elements naturally, the content won't resonate with my audience . Lauren echoes this sentiment from her dual perspective: As an influencer, it's important to be reasonable with requests , but values authenticity above all, noting that genuine engagement from private accounts often provides more value than comment pods or artificial interactions. As a hotel, facilitating authenticity means giving influencers creative freedom within brand guidelines rather than dictating every aspect of content creation. The most compelling influencer content emerges when creators can interpret your property through their unique lens. Measuring Partnership Success Without clear metrics, it's impossible to evaluate whether influencer partnerships are delivering return on investment. Both sides should agree on success metrics before collaboration begins. For measuring success, Roth focuses on specific engagement indicators: On Instagram, saves and shares are the most telling metrics—saves mean people are planning to visit in the future, while shares indicate immediate excitement and word-of-mouth marketing , he explains. Another key strategy is collaborative posting. If a hotel is investing in ads, why not post together to maximize reach? Lauren's approach incorporates tracking mechanisms: We typically implement discount codes that allow hotels to monitor link clicks even when direct bookings aren't made. This attribution helps hotels understand the customer journey from influencer content to eventual booking, even when the path isn't linear. When one respected influencer shares authentic content about a hotel, it often triggers interest from others in the community , Lauren observes. The real measure of success is when followers trust an influencer's recommendations enough to engage organically and ultimately book their own experiences . Building Long-Term Relationships The most valuable influencer partnerships aren't one-off collaborations but ongoing relationships that deepen over time. When an influencer repeatedly features your property, their audience develops familiarity and trust with your brand. Looking ahead, Roth predicts the industry will continue evolving toward hotels prioritizing micro-influencers with deeply engaged audiences over mega-influencers with nonactive followers. At the end of the day, if an influencer and a hotel don't create value together, it's a missed opportunity for both . From her experience managing hotel marketing, Lauren has seen how influencer relationships can mature: The real value often comes after the initial posts, when an influencer genuinely connects with a property and continues to mention it organically in future content. Conclusion: A Strategic Approach to Influencer Partnerships As we navigate the evolving landscape of hotel-influencer collaborations, it's clear that the most successful partnerships transcend transactional exchanges to become strategic alliances. By identifying the right partners, crafting thoughtful proposals, structuring fair compensation, designing memorable experiences, prioritizing authenticity, measuring results, and building long-term relationships, hotels can transform influencer marketing from a checkbox activity to a cornerstone of their digital strategy. The future belongs to hotels that view influencers not as mere promotional channels but as creative partners in storytelling and genuine brand building. By approaching these partnerships with intention and respect, hotels can harness the unique power of authentic, personal recommendations—still the most powerful form of marketing in our digital age. Reprinted from the Hotel Business Review with permission from View source
