While pay-for-play on creators’ feeds isn’t going away entirely, the #ad is no longer the cornerstone of social media marketing that it once was. Some brands are taking a new approach they hope will feel more like an extension of creators’ relationships with their followers.
The Google-owned video-sharing service is among the largest entertainment platforms in the world, and a destination for in-depth, long-form content. BoF breaks down how brands can use the site as a world-building tool to attract loyal consumers.
Influencer marketing represents a nearly $44 billion dollar industry that’s set to surpass traditional media, but a stigma around its personalities and economics still persists. Should it?
The rollout of the movie has been one big promotion party for the fashion industry — with participation from everyone from Walmart to Dior — showing fashion and Hollywood’s appetite for partnership is only growing.
The rollout of the movie has been one big promotion party for the fashion industry — with participation from everyone from Walmart to Dior — showing fashion and Hollywood’s appetite for partnership is only growing.
Brands are turning launches into months-long narratives, building waitlists and dropping hints for consumers to decode ahead of time. But the strategy only works if they know when to stop teasing and start delivering.
Brands are turning launches into months-long narratives, building waitlists and dropping hints for consumers to decode ahead of time. But the strategy only works if they know when to stop teasing and start delivering.
New tools and platforms have made it much easier to measure what influencers are driving sales. That reality is reshaping which creators are in high demand, and what sort of creator network brands need to build.
New tools and platforms have made it much easier to measure what influencers are driving sales. That reality is reshaping which creators are in high demand, and what sort of creator network brands need to build.
Gap’s brand strategy is leading on culture but trailing on the fundamentals that endure beyond marketing moments, according to the latest analysis by BoF Insights.
Gap’s brand strategy is leading on culture but trailing on the fundamentals that endure beyond marketing moments, according to the latest analysis by BoF Insights.
ADVERTISEMENT
As AI agents begin to shop on consumers’ behalf, they can inadvertently trigger online ads, distorting performance metrics and inflating brands’ ad spend.
As AI agents begin to shop on consumers’ behalf, they can inadvertently trigger online ads, distorting performance metrics and inflating brands’ ad spend.
Top spenders on the influencer platform’s app will be able to have their style questions answered by creators, a service ShopMy hopes will serve as an antidote to AI product recommendations.
Top spenders on the influencer platform’s app will be able to have their style questions answered by creators, a service ShopMy hopes will serve as an antidote to AI product recommendations.
The mixed response to luxury’s experiments with AI imagery is linked to a deeper question: Is the new technology expanding creative possibilities or undermining the sector’s promise of human artistry?
The mixed response to luxury’s experiments with AI imagery is linked to a deeper question: Is the new technology expanding creative possibilities or undermining the sector’s promise of human artistry?
Watch on demand a BoF Professional Masterclass on “The Fashion Marketer’s Guide to AI” which unpacks how marketers can adapt to utilise AI and build lifetime value in this approach.
Watch on demand a BoF Professional Masterclass on “The Fashion Marketer’s Guide to AI” which unpacks how marketers can adapt to utilise AI and build lifetime value in this approach.
ADVERTISEMENT
Marketers have moved from experimenting with AI to harnessing it as a structural part of daily operations that can boost productivity and human creativity when used correctly. This case study breaks down the best practices to streamline workflows without sacrificing brand integrity or the human element of marketing.
Marketers have moved from experimenting with AI to harnessing it as a structural part of daily operations that can boost productivity and human creativity when used correctly. This case study breaks down the best practices to streamline workflows without sacrificing brand integrity or the human element of marketing.
The tech giant is finally allowing creators to earn affiliate commissions through its in-app product tags. But with so many other influencer monetisation platforms on the market, it faces stiff competition for adoption.
The tech giant is finally allowing creators to earn affiliate commissions through its in-app product tags. But with so many other influencer monetisation platforms on the market, it faces stiff competition for adoption.
Scott Lloyd previously led growth at celebrity disruptor brands like Skims and Savage X Fenty. Now he’s tasked with bringing the same magic to the 88-year-old outdoor label.
Scott Lloyd previously led growth at celebrity disruptor brands like Skims and Savage X Fenty. Now he’s tasked with bringing the same magic to the 88-year-old outdoor label.
As brands release their first spring ads, those that make an emotional appeal with fresh talent are resonating – as long as they remember to put the product front and centre.
As brands release their first spring ads, those that make an emotional appeal with fresh talent are resonating – as long as they remember to put the product front and centre.
The communications giant adds Ma+Group’s artist representation and content production skillset to its roster.
Lame is partnering with Rich Sparkle Holdings Ltd. to turn his 360 million social-media followers into a commercial venture.
The fashion influencer with over 28 million followers was fined almost $1.14 million in 2023 on charges of fraud over allegedly misleading claims linked to charity sales of Ferragni-branded Pandoro Christmas cakes.
The Paris-based agencies joined forces to create One, a new group offering services in event production, influencer marketing and more.
Co-founders Vanessa von Bismarck and Carrie Ellen Phillips have appointed chief-of-staff Nancy Cuocci and global managing director Victor de Vita as partners.
Under new ownership the agencies will rebrand as The Officin.
The new location marks the agency's first in North America.
The artistic director behind Bureau Betak, who has staged hundreds of fashion shows, is debuting his personal artistic studio with a new light installation.
