Brands vs Influencers: The Fight for Creative Control

If you have ever worked as the middleman in an influencer marketing campaign, as we do here at Mattr, then you often see the fight–the brand vs the influencer. Who gets creative control? Who gets the final decision? On the one hand, the brand knows marketing and their brand, but on the other hand, the influencer knows their audience. These two sides need each other, and the key to success is to strike a balance. But before deciding what that balance should be, it is important to understand both sides of the debate. The Influencer The first thing to...

Have Travel Influencers Lost Their Influence?

Where they were once an important part of the influencer game, travel influencer content has become closer to that of a celebrity rather than your everyday mid and micro level influencers. And we all know the ineffectiveness of celebrity influencers. Sure, they have the reach and the engagement. But is that really all you need to connect with an audience? Travel bloggers are celebrities for Generation Y. They live a life that a lot of people want, but only a small minority could ever relate to. For instance, take that recent article by the New York Post that stated a “gramworthy”...

Week 2: @TheCatCop is Ready to Rip You Off

Last week I wrote about Fake Influencer Audiences and that I was going to buy some followers for my cat’s new Instagram account. I had no idea how easy it would be, honestly. And how “good” is his audience? Unless George learns how to meow in Portuguese, he’s going to continue to lose audience. A simple Google search revealed several companies looking to boost your followers. The one I chose cost $10 for 1,000 followers, or a penny per audience member. It took about 3 days for George’s “order” to be processed–then the followers came fast. He maxed out...

Are There Fake Instagram Followers, (too)?

In short, of course you can buy followers on Instagram–this is America! You may have read the NYTimes article on The Follower Factory – essentially celebrities and jumbo social influencers are buying followers and retweets for Twitter. When brands pay influencers with fake followers, it’s like when the server pours you half a glass of red wine and charges you full price. Except in this case, you can’t see that the glass is half full of cheap wine instead of a big silky and dusty Napa cab. Although only Twitter was used, it is a valid concern for other...

What Influencers Wish Brands Knew

If these last couple years have taught us anything, it’s that influencer marketing is here to stay. It is no longer just a fad that a few brave brands dabble in during the holiday season. Marketers everywhere are taking influencer marketing seriously and learning how to build relationships that will help them create long term success in it. A critical part of this success comes from creating a good relationship between the brand and the influencers that represent them. Because of the “middlemen” in campaigns, often times brands and influencers go the entire campaign without direct communication. So we...