'There’s a lot more crap than there is premium': Buyers cast doubts on publishers' pivot to video, The Times of London finds commenters are most valuable visitors, How Coltrane Curtis went from MTV VJ to influencer wrangler, My Email Subject
| Instagram comment pods emerged in response to the debut of the platform's algorithm, leaving influencers scrambling to maintain the visibility of their posts. Now, the pods are concerning advertisers. "There's a lot more crap than there is premium." Publishers are increasingly shifting their focus to video, but these inconvenient truths remain: Advertisers love video more than users, and more demand than supply exists for high-quality video. The Times of London analyzed comments on its website and found that commenters read three times as many articles as those that don't comment. Coltrane Curtis, founder of creative shop Team Epiphany, realized during his stint at MTV that "the network surrounding a celebrity is actually more powerful than the celebrity themselves." This became the backbone of his agency. A few more spots just opened for brand marketers to join us at next month's Digiday Content Marketing Summit. Apply here, or feel free to share the link with someone who might be interested. The deadline to enter the Digiday Awards has been extended to next Thursday, August 3. Take advantage of the extension and submit today. |
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| Shareen Pathak Comment pods are growing in popularity among Instagram influencers — established and upcoming — and are causing some consternation among advertisers. |
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| Lucia Moses Despite all the pivots to video, few publishers have cracked the quality bar that’s needed to attract the real money, observers say. |
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| Lucinda Southern The Times is emphasizing to its journalists that responding to readers is part of their job. |
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| Yuyu Chen Coltrane Curtis doesn't see influencer marketing as a marketing discipline. Instead, it's a new format of communication. |
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