Full Disclosure: Brands paying more for social marketing, but influencers earning less

Amanda Farough, Friday, March 1st, 2019 9:51 pm

Full Disclosure is presented in partnership with our friends at InfluencerUpdate.biz. We’ve curated a selection of articles from IU.Biz to highlight what’s happening with gaming influencers, streaming trends, trends in influencer marketing, and which games are at the top of influencers’ minds.

Influencer Marketing News for March 1, 2019

Note: Excerpts are directly from InfluencerUpdate.biz with permission.

Top 10 streamed games of the week: Anthem makes an appearance as views for Apex Legends slide downhill. New kid on the block Apex Legends enjoys another week in first place, but a 25 per cent drop in hours watched last week brings it back down to earth a little. Fortnite has made its way back into second place after a 20.1 per cent increase in hours watched last week. There’s now less than 3 million hours between Apex Legends and the former champion. The gap was almost 20 million hours the week prior. League of Legends falls to third place under the shadow of Fortnite. While LoL hasn’t lost any views, Fortnite‘ssurge in views was enough to knock it down a peg. Read the full story.

Top 10 most watched and trending channels of the week. Twitch channel ESL_CSGO rules the most-watched channels chart for a second week running. The channel debuted at number one and its view have increased by 34 per cent in the last week. The official Overwatch League Twitch channel is still in second place as season 2 rolls on, despite a 4.8 per cent decrease in hours watched. Battle royale streamer Shroud is still in third after a 36 per cent decrease in views. Riot Games’ Twitch channel moves up to fourth from fifth last week, despite a 4.5 per cent drop in hours watched. Dota2RuHub re-enters the chart at fifth after a huge 274 per cent increase in hours watched. Read the full story.

Brands are paying more for influencer marketing, but social stars are earning less. New research and data gathered from Rakuten Marketing has revealed that social media influencers are earning less money despite campaigns budgets being doubled. The study indicates that influencer marketing accounts for 40 per cent of marketing budgets globally. That adds up to around £800,000 annually for UK consumer-facing companies. 49 per cent of global consumers use influencer marketing to learn about new brands and products they might be interested in. Read the full story.

In-game clipping platform Medal.tv secures $3.5m in funding. In game video clipping service provide Medal.tv has secured $3.5 million in funding. The company’s software allows users to record the last 15 seconds of gameplay on PC. There’s also a clip sharing app for mobile that helps enable users to spread their clips across chat platforms and social networks such as iMessage, WhatsApp, Facebook Messenger and Twitter. The investment was lead by Backed VC and Initial Capital with both companies now being represented on the Medal.tv board by Alex Brunicki and Matteo Vallone respectively. Other investors included Ridge Ventures, Social Starts and Makers Fund. Read the full story.

TikTok slapped with record $5.7 million fine for collecting children’s personal data. Video sharing app TikTok has been slapped with the largest ever fine from a US regulatory body in a child privacy case after it was found to have illegally gathered personal data on children.The fine from the US Federal Trade Commission (FTC) amounts to $5.7 million with the company said to conducted “disturbing practices” that included the collecting and exposing of children’s locations. Read the full story.

Buzzoole launches new tool to battle influencer marketing fraud. Influencer marketing Buzzoole has unveiled a new tool that will help business and brands counter fraud. The company has developed proprietary technology to help identify fake accounts, fake followers and fake engagements or interactions over social media. The new tool will help to deliver brands to popular influencers who could guarantee real audiences, engagements, and results for their respective campaigns. Read the full story.

Videos about Momo on YouTube are being demonetised. YouTube is no longer going to run ads on videos that feature the recently re-popularised Momo challenge. This includes verified news sources and channels that feature segments with Momo in it, such as CBS, ABC, CNN, FOX, and other local news channels. The controversy surrounding Momo started when the sculpture created by Keisuke Aisawa was allegedly used to promote self-harm online. In a statement to The Verge, YouTube confirmed that any videos that include Momo violate the platform’s advertiser-friendly content guidelines, and therefore won’t receive ads. Read the full story.

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