Turning influencer posts into programmatic ads will yield higher engagement—according to January Digital. To promote a new skin defense cream, the agency tapped 10 beauty influencers to create educational blog posts on the product, and repurposed the posts into programmatic ads for “likes of Allure, Bazaar, Shape, and PopSugar,” giving readers more relevant content and achieving a more native feel. Within the first week, the agency reports that engagement rates were “100 times higher” than a traditional influencer campaign. (Digiday)
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