81% of consumers love influencers

Welcome to February’s last Monday. We’re about to enter the last month of Q1. Prepare for metrics reports—let’s talk TikTok engagement.

‘How-to’ Influencer Content Leads on TikTok

TikTok’s engagement is off the rails, compared to all other short-form video platforms. And of all the video types getting that engagement, higher education scored a “higher engagement rate per video (16.26%).” This makes sense—research agency Matter Communications found “42% of consumers prefer to watch influencers who share how-to content.”

This makes sense since influencer marketing worked for 81% of consumers last year. And it’s probably why Silk is using “nepo babies” and a small paragraph of educational text at the bottom to promote soy milk.

If you don’t have the budget to work with a popular-with-your-customers influencer, nostalgia works as a substitute. Again, look at the Silk campaign: it’s harkening back to the Got Milk? campaign made popular in the ’90s but updating it for a new product variation for a new demographic. Work in an educational element, and consumers will be all over your content.

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Around the Web

• Brands paid up to $4k for a spot in the Oscar gift bags worth over six figures.

• Chain restaurants are hopping on the subscription model.

• The Supreme Court will decide if social networks should be held responsible for terrorist content.

• Paramount+ got the biggest boost from the Super Bowl.

• False advertising and misleading marketing is hurting brand trust—resulting in lawsuits.

Just Can’t Get Enough

A cure for HIV—that’s not just “long-term remission.” This is a gamechanger for the 38.4 million people globally living with HIV.

• A 53-year-old man in Germany is the 5th person to be cured of HIV.

• And progress is being made toward a vaccine, eventually.

Are you creating how-to content for your audience?

Thanks for joining us, and we’ll see you Wednesday!