30-second summary:
- The content creator economy has created the influencer marketing boom which has been accelerated and growth heavy
- However, bubbling under the surface is a growing climate of inflated risk, unstable ROI, and a shooing-away of vital practices in lieu of, what can be perceived as, a “faster track” to success
- Influencer and CEO of Gamactica, Anthony DiMoro shares a topline view of influencer marketing, social channels, and the need to use SEO for amplified digital marketing results
Not long ago, many internet marketing strategies were divided into very specific categories, from search engine optimization (SEO) to search engine marketing (SEM/PPC) and from online reputation management (ORM) to social media marketing (SMM), aside from a few wrinkles, these were the roads most often traveled.
Fast forward to today and the climate has shifted, as brands look for viable ways to penetrate the creator market, and build ROI in a very turbulent space that has a number of variables and differing angles.
The content creator economy has been mostly responsible for the boom of influencer marketing[1], and the boom has been so accelerated, growth heavy, that it has created a lot of successes. But with those successes, bubbling under the surface, there has also been a growing climate of inflated risk, unstable ROI, and a shooing-away of vital practices in lieu of, what can be perceived as, a “faster track” to success.
Where Instagram once ruled, seemingly by itself, TikTok is now becoming a major threat, so much so that Facebook is making sweeping[2] changes to catch the trend of success that TikTok has had.
TikTok hasn’t just pushed Facebook, it has also pushed platforms such as YouTube to incorporate[3] their own version of short-form video content, ‘Shorts’.