Melissa Konstantas on LinkedIn: Great read! The distinction between "influencer" and "creator" is… (2024)

As we look back on another eventful month of influencer campaigns, I'm spotlighting two standout collaborations that caught my attention in June.✈ BÉIS x GirlBossTown (GBT)Béis took a different approach for its latest marketing push by bringing on content creator Robyn Delmonte, a.k.a. GirlBossTown, to spearhead the campaign’s creative strategy.The campaign aims to attract a larger male audience and improve the perception of "airport dads" by featuring former NFL defensive end Isaac Rochell, creator and fitness trainer Michael Justin, food entrepreneur Lawrence Longo, and model Scott Neslage. These “TikTok dads” redefined the airport dad persona in an entertaining and engaging way, highlighting airport dad tasks with the addition of their Béis luggage.💥 Why This Stood Out: DelMonte was given significant creative control, working closely with Béis' creative team and overseeing various aspects of the campaign, including casting and the photoshoot. This collaboration is a prime example of how brands are increasingly partnering with creators to shape campaigns rather than just promote products. 🍩 Dunkin' x Natalie (Corporate Natalie) Dunkin' is no stranger to celebrity partnerships, as seen in their star-studded Super Bowl ads. While the DunKings take a much-needed summer break, the Dunkin’Terns have made their debut.Led by Will Arnett and content creator Corporate Natalie, this campaign challenges the Dunkin’Terns—a group of pop culture experts—to elevate "big Dunkin’ iced Energy" throughout the summer. These well-known interns will leverage their areas of expertise to celebrate all things Dunkin’ iced, gearing up for a season of exciting and engaging collaborations.💥 Why This Stood Out: This campaign effectively leverages the authentic personality of Corporate Natalie, making the partnership feel genuine and on-brand. This is another great example of a brand leveraging the power of influencers by involving Corporate Natalie in the creative process and integrating her into larger campaign moments.

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I love this breakdown on influencer marketing, tracing it back to how influencer marketing began vs where it stands today. Influencer marketing has undoubtedly evolved—and partnerships with influencers are no longer what they once were.This post does a fantastic job highlighting key shifts in the industry. Here are some of my thoughts:🔑KOL & Industry Experts:Partnering with key opinion leaders and industry experts is on the rise. Recently, we've seen many perceived "thought leaders" being called out for lack of credentials, making consumers more selective about who they trust for advice.🏢Employee Advocates:This trend has taken off on TikTok, with brands giving us a glimpse into their offices and behind-the-scenes operations. This humanizes the brand, creating a sense of connection and relatability while still promoting products.👌Quality Over Quantity:Brands are favoring fewer, stronger partnerships over multiple one-offs. Influencers, as well are seeking deeper, more meaningful collaborations from the outset. What are your thoughts on these shifts in the influencer marketing industry? 👇

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Another month has come and gone, and with that, I'm wrapping up my favourite influencer marketing campaigns 👇 💰 Tubi x @girl_on_couchIn Tubi’s latest brand marketing campaign, "Tubi is More Popular Than," the streaming service showcases its rising popularity with striking comparisons, like being more popular than babies and pickleball. To connect with Gen-Z in particular, Tubi teamed up with Megan Boni (@girl_on_couch), using her viral hit, "Man in Finance", to humorously claim Tubi is more popular than the finance guys in her DMs, effectively reaching their Gen-Z audience. 👙 Knix x @thebirdspapaya & Sports Illustrated Fashion ShowSarah Nicole Landry (@thebirdspapaya) brought her long-standing partnership with Knix to the Sports Illustrated runway in Miami last weekend. Known for her advocacy for body positivity and authenticity, @thebirdspapaya partnered with Knix, a brand that also upholds these shared values. This collaboration came to life during Miami Swim Week, reinforcing their shared commitment to inclusivity and self-love.👛 Marc Jacobs x Viral TikTok ComediansTake a scroll through Marc Jacobs' TikTok page, and you might think you’re on a comedian's account. The luxury fashion brand has embraced TikTok’s potential by collaborating with niche Gen-Z creators like @sylvaniandrama (https://lnkd.in/gMFwvrzT) and @bdtrelilbrother (https://lnkd.in/gNX3_K42). By blending humor with high fashion, Marc Jacobs has effectively connected with a Gen-Z audience, and showcases how a luxury brand can remain relevant. Which other influencer marketing campaigns stood out to you this month? 👀

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It's fascinating to see ShopMy making such significant strides in just four years and challenging LTK, the pioneer in this market. It will be interesting to see how this unfolds and what it means for creators and brands alike. 👀

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Are We Really in Our De-Influencing Era?Sprout Social, Inc. hosted an awesome webinar on influencer marketing with @taylorlorenz and Bianca Ker covering everything from the current state of the influencer economy, to the buzz around de-influencing and the evolving influencer landscape.Sharing some key takeaways below 👇📈 The creator economy is being disrupted by new content creators focusing on hyper-specific niches - especially on TikTok, where building an audience and community is easier.💸 We are NOT in our de-influencing era. This narrative emerges every few years, suggesting the "end of influencing." De-influencing is still influencing — advising what NOT to buy, is still a core aspect of influencing.💥 Secondary platforms are emerging, making it easier to create and monetize content, and build communities. Ex. Platforms like Substack, traditionally for newsletters, are now entering the video content space.What are your thoughts on these trends? Have you observed similar shifts in the influencer landscape? 👀

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As someone immersed in influencer marketing on the agency side, I'm constantly intrigued by the insights and experiences shared by creators. Here are some top podcasts that offer valuable perspectives from the creator's lens 👇🎙️The Influencer Podcast: Hosted by Julie Solomon, this podcast provides insights from an influencer with a PR and marketing background, focusing on leadership and online visibility.🌸 Busy Blooming: Tess Barclay offers advice and insights on content creation and entrepreneurship, emphasizing authenticity and staying true to oneself, crucial in today's social world.🎨 Creator Club: KatieSteckly.com's podcast takes a workshop-style approach, sharing the latest trends and insights in social media marketing and content creation.What are your favorite social media podcasts?

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Navigating the ever-changing landscape of influencer marketing can feel overwhelming. If you're looking to learn more but unsure where to begin, here are some of my favorite podcasts on influencer marketing and social media 👇🗣 Influencer Marketing Talks with Frida Ekholm & Sanna Ödmark (https://lnkd.in/grV5Y6GU): These bite-sized 15-minute podcasts offer quick yet insightful glimpses into the world of influencer marketing, making them perfect for busy schedules.📱Social Media Marketing with Michael (Mike) Stelzner (https://lnkd.in/gMg638mK) : Navigating the ever-changing social media landscape can be challenging, but this podcast covers a wide range of topics and platforms, allowing you to select episodes based on your specific goals. 👀The Mindful Marketing Podcast with OnlineDrea Inc.(https://lnkd.in/gYGYiTKK): Dive into the 'why' behind social media and influencer marketing with this thought-provoking podcast, perfect for gaining a deeper understanding into the world of social media.Have a favorite social media podcast of your own? Share them in the comments below 👇

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As we say goodbye to another month filled with exciting influencer campaigns, I'm sharing some of my favorite standout collaborations:🎡 Alix Earle x poppi @ Coachella: poppi teamed up with Alix Earle and her crew, including celebrity makeup artist Patrick Ta, at Coachella this year. The poppi branded house combined with personal touches, like Chicken Noodle soup cans, made this collab stand out over Coachella weekend. 🎧 Tyla x Beats by Dre x Alo Yoga: Beats by Dre & Alo Yoga partnered with Grammy Award winning artist Tyla to bring this campaign to life. By intersecting her love for music with dance and fitness both of her passions, this collaboration was a seamless fit. 🍸 Chamberlain Coffee x 818 Spirits: Chamberlain Coffee's collaboration with Kendall Jenner's tequila brand, 818, produced the Espresso Martini recipe we didn’t know we needed. The star power of this collaboration was enough to get people talking on social media. 💄 Gisou by Negin Mirsalehi's Influencer Seeding: Props to Gisou for getting creative with their influencer seeding for their new lip oil launch. The mini fridges full of new products along with fresh fruit have gone viral with everyone trying to get their hands on one. 🥑 Paris Hilton & Alix Earle X : Another star studded influencer collab - JOE & THE JUICE brought together two generations of "It Girls" for the launch of their new breakfast program. The blend of "That’s Hot" meets "Hot Mess" created a buzz worthy campaign. What were some of your favorite influencer collaborations from the last month?

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