Mediaboss Marketing

Creator marketing platform CreatorIQ is developing new metrics to help advertisers measure the impact of creator campaigns against traditional digital marketing as the influencer and creator economy hopes to become a more established media option for marketers.

This week, the company released a report that found influencer marketing saw an increased return on investment and improved performance metrics. CreatorIQ, which works with some 1,000 brands and agencies, conducted independent research with Aberdeen Strategy and Research by surveying more than 200 marketing executives in the U.S. and U.K. across several industries, including gaming, media, retail and fashion and beauty.

This comes at a time when businesses are looking to establish more analytics around influencer marketing as advertisers look to demonstrate the influencer ROI and other performance metrics to clients, especially as parts of the ad industry have experienced slowdowns.

There needs to be a performance for every dollar spent, and what were trying to show here is that for creator marketing there really is a return at every level of the funnel especially those brands that were more advanced, said Tim Sovay, chief business development and partnerships officer at CreatorIQ.

CreatorIQ found that advanced influencer marketing programs which researchers categorized as brands in the top 20% in metrics including impressions, engagement, annual revenue from influencer marketing saw better performance than the other 80% on year-over-year improvement across KPIs in all stages of the funnel.

In particular, advanced influencer marketing efforts contributed to a 6.2 times greater year-over-year improvement in annual revenue, leading to a return on creator spend (ROCS), of $4.70 for every dollar invested in influencer marketing programs. The total influencer marketing spend in the U.S. is expected to reach $6.16 billion in 2023, a 23.4% annual increase, per eMarketer.

For the longest time, brands realized either through explicit measurements or just intuition that the channel performed really well for top-of-funnel metrics, so think brand awareness, brand reach, brand lift, said Sovay. But there hasnt been a ton of research done on the mid-funnel and lower-funnel measurement specifically how it compares to digital advertising.

Sovay believes the industry will continue looking for more ways to demonstrate content creator impact, especially as influencers expand their business into commerce, affiliate marketing and other areas of advertising.

Danielle Wiley, CEO of influencer marketing agency Sway Group, agreed that influencer marketing metrics have come a long way in the last decade. It has transformed from asking creators to screenshot their stats to getting real-time data straight from social media platform APIs, Wiley said.

But Wiley noted that measurement standards ultimately vary depending on the brand or agency, because not everyone approaches their influencer marketing programs the same way. Wiley said ROCS can help clients see what they are getting out of their investment on a more apples-to-apples basis.

They let us see the impact of each post as it happens, check how well our creators are doing, and figure out how our overall campaign efforts are translating into real-world results, she added.

Agencies have been striving to create more measurement standards as the influencer business has evolved, and Gary Orellana, svp of influencer marketing at Dentsu Creative, noted that there is a massive appetite for a consistent measurement framework that all agencies and brands can adopt.

Innovation in the space is a top priority to continue proving value as brands carve out dedicated dollars toward influencer marketing, Orellana said.

Additionally, CreatorIQs study noted that advanced influencer marketing programs resulted in 9.1 times the improvement in impressions, 8.2 times improved engagement and 11.7 times improved conversion rates. Those advanced programs also showed greater year-over-year increases in customer retention, brand sentiment, customer satisfaction and average customer profit margin for the top 20% of brands compared to its competitors.

Brands in the top 20% indicated in the survey that they plan to invest an average of 30% more in their influencer marketing in the future. The report noted that brands anticipate increasing their investment in influencer marketing programs at a rate that is 13% higher than digital advertising.

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CreatorIQ develops metrics showing the return on influencer marketing - Digiday

Blackbauds July 2023 Social Good Startup Program cohort will concentrate on tech startups using generative AI to increase impact for companies and nonprofits that are focused on social responsibility, it has announced.

Julys cohort of 10 includes ChangeFinder(described as ChatGPT for grants);Donor360, an ethical eCommerce platform; eSimpleIT, which is developing an advanced marketing studio tool to help marketing professionals better identify and engage with potential donors and sponsors; and b.world, an AI-powered impact measurement and storytelling app for corporate and social impact teams.

Lizzie Schaffer, General Manager of the Social Good Startup Program commented:

Partnering with the most innovative startups using AI to power social impact technology allows us to provide even more opportunities for purpose-led organisations to experiment with some of the newest products and solutions in the market, and we cant wait to see all the good we can do with the companies in the July 2023 cohort as AI technology continues to advance.

The Social Good Startup Program began in January 2020, and has seen Blackbaud support 45 startups so far, with these organisations collectively raising upwards of $150 million in funding.

Participants receive access to Blackbaud resources, marketing opportunities and grant funding, and Blackbaud also works with the startup founders to design a plan for growth. Past participants have published Blackbaud product integrations in its Marketplace, collaborated with other Blackbaud partners to develop integrations, participated in events, and worked with Blackbaud customers to get product feedback.

Founders are also invited to participate in the annualBlackbaud Social Good Startup Showcase, where they can pitch their ideas to Blackbaud leaders for a chance to create networking opportunities and win cash prizes. This years showcase will take place at Octobersbbcon, Blackbauds annual tech conference.

Blackbaudacceptsapplications for theSocial Good Startup Program on a rolling basis.The next cohort will be in January 2024.

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Next cohort of Blackbaud Social Good Startup Program to focus on ... - UK Fundraising

If your goal is engagement, long-form video content is the clear winner. Use both formats, however, as part of your overall marketing strategy. Getty Images/Westend61

A vast majority of consumers 91% of consumers want to see more online video content from brands, according to animated video production company Wyzowl. However, video content isnt a one-size-fits-all solution.

Brands can choose between short- and long-form video content to communicate their messages and boost audience engagement. Discover the benefits and drawbacks you can expect from using both short- and long-form videos.

[Read More: A Quick Guide to Video Marketing]

While experts may quibble about the definition of true short-form videos, it is video content that is usually under 10 minutes in length. Short-form video remains a versatile vehicle for brand messaging. Short-form videos offer advantages, including the following:

[Read More: 5 Video Hosting Platforms and How They Can Help Your Small Business]

Long-form video content excels in social shares because it captivates and engages audiences.

Long-form video content is a powerful tool as well, with numerous advantages. Those advantages include:

[Read More: How to Create How-To Videos to Grow Your Audience]

Based on the data and research done with short-form versus long-form video content, long-form video content is a clear winner for customer engagement. It has a proven track record of driving more conversions, traffic, backlinks, and social shares.

Short- and long-form video content each have their merit and a successful marketing strategy ensures a mixture of both formats in a campaign. However, they remain different vehicles for messaging and have specific use cases.

Short-form videos are highly effective when youre targeting audiences with limited attention spans or when the goal is to convey quick, concise messages. Platforms like Instagram and TikTok, where brevity is valued, are ideal for sharing your short-form video content.

Conversely, long-form video content provides in-depth information, nuanced storytelling, and an exploration of complex topics. YouTube and streaming platforms like Twitch are places where viewers come to actively seek out detailed content.

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Published July 12, 2023

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Short-Form or Long-Form Videos: Which Is Better for Engagement? - CO by the U.S. Chamber of Commerce

Appu Social, named after the social and communal nature of elephants, is an innovative AI social media automation tool designed to streamline and transform the way businesses interact and engage with their customers online. Inspired by the idea of promoting unity among teams and fostering positive relationships with clients, the company was founded in January 2022 by Amit Lakhwani and Nitin Lakhwani.

The duo, each holding a specific role Amit as the CEO handling Sales & Marketing, and Nitin, the CTO in charge of product development and backend support, have envisaged a venture that significantly impacts the digital marketing space.

In todays hyper-connected digital world, creating a dynamic and engaging social media presence has become more crucial than ever for businesses. However, maintaining consistency in posting captivating content and keeping up with the pace of evolving social media trends can be demanding. This is where Appu Social steps in, providing a solution through their groundbreaking AI-driven platform.

Appu Social offers an AI Social Media Automation Tool that revolutionizes social media marketing for businesses. The tool dramatically simplifies the process of creating and scheduling compelling social media content, thus saving businesses time and energy. The uniqueness of the platform lies in its powerful AI capabilities, which enable businesses to make posts that resonate with their audience and stand out in the crowded social media space.

The vision of Appu Social is rooted in a customer-centric approach. They aim to employ their cutting-edge AI tools to help customers businesses carve a niche in the market, fostering long-term relationships with their social media followers. This vision is born out of the understanding that many businesses struggle to generate a substantial ROI from social media marketing due to market saturation. With Appu Socials unique tool, businesses gain a competitive edge, ensuring their social media marketing strategy pays off.

Appu Social targets a wide range of audiences, including eCommerce businesses, food restaurants, travel businesses, bloggers, and anyone eager to grow their social media presence. These are typically businesses and individuals that recognize the power of social media and are keen to establish their tribe online. Through various channels such as email marketing, webinars, and online meetups, Appu Social is successfully building its brand awareness and reaching potential customers.

While the company competes with established players like Hootsuite and Sprout Social, Appu Social distinguishes itself through its exceptional user experience and unique customer approach. They operate on the belief that customers will always remember how a company made them feel. This mantra is reflected in their dedicated customer support team that provides a unique and personal experience for each client.

In terms of future plans, Appu Social is poised for global expansion, eyeing markets like Germany, Canada, UK, and Australia. Already having a significant presence in the USA and India, the company aims to reach a milestone of 5000+ customers worldwide in the coming year.

Like any other venture, Appu Social faced its share of challenges initially. Adapting to the ever-changing social media industry and motivating customers to keep up was a hurdle. To overcome this, the company improved their communication strategy, ensuring the team and clients stay updated and aligned with the current trends and changes in the industry.

Every venture comes with its own set of risks and challenges, and Appu Social is no exception. The rapid pace of technological change and geopolitical factors pose risks. However, Appu Social mitigates these by keeping a proactive and adaptive approach, ready to evolve as necessary.

Appu Social, with its innovative AI platform, is paving the way for businesses to efficiently navigate and leverage the complex landscape of social media. By providing businesses with the tools to create powerful and engaging content, Appu Social is truly living up to its mission of nurturing relationships and creating meaningful experiences on multiple social media platforms.

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Appu Social: Unleashing The Power Of AI In Social Media Marketing - Inventiva

WASHINGTON, July 12, 2023 The World Banks Board of Executive Directors today approved US$100 million for the Punjab Family Planning Program to increase the utilization of family planning services in Pakistans Punjab province, which is home to more than half of the countrys population.

This important program aims to achieve universal access to reproductive healthcare and to raise the usage of family planning methods in Punjab to 60 percent by 2030, said Najy Benhassine, World Bank Country Director for Pakistan. This is critical for Pakistans development, as excessive population growth rates hampers development, slows the accumulation of human capital, and contributes to keeping families in poverty.

The Punjab Family Planning Program will provide timely access to quality family planning services free of charge. It will also institutionalize quality of care across the family planning services delivery system. It will support public information and advocacy campaigns so that more families are made aware of the benefits of family planning.

The program will scale up innovations, such as clinical franchising, voucher schemes, and family planning counseling through community leaders, which have been piloted in different districts of Punjab and have shown improvements in family planning outcomes. Through an extensive network of Lady Health Workers, Family Welfare Workers and Community Health Workers that are linked to health facilities, family health clinics and family welfare centers, the program will reach areas and communities that have limited or no access to family planning services. The program will scale up the voucher incentive scheme, social marketing, male and community leaders engagement and youth platforms for increasing utilization of family planning services. It will also improve the interpersonal communication skills of family planning service providers.

Family planning enables couples to make informed choices about the number of children they want to have, and when they want to have them, said Manav Bhattarai, Team Leader for the program. Enabling individuals to plan their families helps prevent unplanned or unintended pregnancies, ultimately leading to a decrease in overall fertility rates.

The program will be implemented in all districts through the service delivery networks of the Population Welfare Department and the Primary and Secondary Healthcare Department, the two project implementing agencies. The program uses the Program-for-Results (PforR) financing instrument which links disbursement of funds directly to the achievement of specific program results.

The World Bank in Pakistan

Pakistan has been a member of the World Bank since 1950. Since then, the World Bank has provided $40 billion in assistance. The World Banks program in Pakistan is governed by a Country Partnership Strategy with four priority areas of engagement: energy, private sector development, inclusion, and service delivery. The current portfolio has 58 projects and a total commitment of $14.8 billion.

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Contacts

Islamabad Mariam Sara Altaf External Affairs Officer mariamaltaf@worldbank.org

Washington Diana Chung Senior External Affairs Officer dchung1@worldbank.org

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Pakistan: World Bank approves $100 million for universal access to ... - ReliefWeb