Insights from the Digital Media and Advocacy Summit
Todd Van Etten
Our Digital team just attended The Digital Media & Advocacy Summit focusing on the intersection of digital media and public affairs. They are continually keeping an ear to the ground and this was a great opportunity to discuss trends in the industry, identify opportunities to test new tactics, and fold them into our ever evolving playbook. While rich in variety, two major developments seemed to be top of mind for attendees and panelists alike.
The first is the use of influencers for advocacy marketing. Dozens of companies have sprung up in the past few years that focus on just that: identifying, engaging, and working with social media personalities with large followings, and having them post content that's favorable to a client or cause.
These companies run the gamut from those that work with “mega influencers” with millions of followers and require zero disclosure when promoting a cause, to those that focus on particular sectors and seek accounts with >100k dedicated fans. Some even allow you to only pay for results, and only compensate the influencer when their followers take a desired action.
The second hot topic was AI, and how it's seemingly being integrated into every product, platform, and tool in the advocacy space. While it provides an immense amount of value, the bulk of the conversation was around regulation and how advertising platforms will stop the spread of fake images and misinformation. On this there were lots of questions and discussion, but very few answers.
At THG we're well versed in both of these topics, and regularly use both influencers and AI to help achieve client goals.
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Founder of The Square Agency & Official Squarespace Partner