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Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team. 
Is influencing on its way out?
In recent weeks, a new trend called de-influencing has taken over TikTok with the hashtag #deinfluencing racking up over 160 million videos.
The initial de-influencing videos that began circulating in January featured social media users talking about the viral products they wouldn’t recommend to discourage overconsumption. Now that the term de-influencing has become more popular, there are videos under the hashtag for nearly every niche including:

Gamers sharing which chairs, microphones, and headsets they felt weren’t worth the money
Dermatologists telling users which skin care products to skip
Sephora employees posting about the makeup products that aren’t worth the hype
Wedding planners who discuss de-influencing in the wedding industry

What’s causing the skepticism around influencing?
For starters, high inflation and economic uncertainty have people exercising caution with their spending.
There have also been concerns over the authenticity of influencer recommendations. Recently, popular creator Mikayla Nogueira was accused of wearing false eyelashes in a sponsored video promoting L’Oréal mascara. The incident, referred to as MascaraGate, went viral and left users wondering if they could trust the opinions of influencers who benefit financially from recommending products.
So does that mean influencer marketing is no longer effective? Not exactly.
On TikTok, the trend has quickly evolved from videos that say “buy less” into videos that say “buy this, not that.” The video below with over 730K views is a prime example of this, where the creator gives alternatives to the items she doesn’t recommend.

@livvvmarkley I’ve tried so many products I could make like 30 of these videos
#deinfluencing
#skincareyoudontneed
#QuakerPregrain
#skincare
#skintok
♬ original sound – sped up sounds

Ultimately, the power of influencer marketing lies in how much the audience trusts the creators they follow and the brands they promote. For some, the act of “de-influencing” can be seen as a strategy to build trust with an audience before influencing another purchase down the line.
Marketing Snippets
The latest marketing news and strategy insights.
Instagram is testing a new “memories” feature to engage users with nostalgia.
TikTok is looking to engage with older users and offer a new suite of tools to creators after experiencing a slowdown in growth.
Meta announced its sunsetting live shopping on Instagram.
The state of social media in 2023: the HubSpot Blog surveyed over 1,000 global social media marketers on their best social media strategies and insights.
Podcast growth: want to get a higher return for your podcast? Check out these tips for better podcast SEO.

Marketers and business owners understand the importance of generating leads, and that’s why 50% of marketers consider it a top priority. However, generating leads is just the first step in getting paying customers for your business. The journey of nurturing leads into customers is fraught with big challenges. In this blog post, we’ve highlighted the…
The post The 5 Biggest Challenges of Turning a Lead Into a Customer and How to Overcome Them appeared first on Benchmark Email.

64% of ecommerce marketers haven’t measured their customer engagement processes in the past month, and nearly one-fifth (17%) have never measured them at all.  

That’s according to new data from Customer Engagement Platform SALESmanago, which surveyed 250 ecommerce marketers across Europe to determine whether the measurement of customer engagement elements is being neglected. Worryingly, almost half (48%) don’t think customer engagement metrics are important.

When asked what the main barrier to monitoring and understanding success metrics is, a lack of internal resources was identified as the biggest hurdle (24%). This was closely followed by a reluctance and lack of understanding from seniors (21%), as well as a lack of internal processes to measure customer engagement (20%). Over a third (35%) think they need to improve the way they measure customer engagement and loyalty.

The findings revealed that customer intimacy and how building long-term personal relationships with customers was the most measured customer engagement element (41%). However, convenience, which refers to how well brands engage with customers at optimal times, was the least measured element (37%). 

Ian MacLeod, CMO at SALESmanago commented: “In the spirit of Valentine’s day, there’s a real opportunity for the ecommerce industry to get to know their customers like never before. With a wealth of data at their fingertips, brands should be building authentic and lasting relationships. Marketers are not leveraging insights to their full potential, which is a real problem. Neglecting to measure your customer engagement processes on a continual basis means brands are approaching their marketing tactics blindly. Especially with times tough and customer loyalty at its most fragile, marketing teams need to be optimising all the information they have to hand and prioritise Intimacy. Those who do will be the winners of this competitive landscape.” 

When asked what aspects of customer engagement were the most difficult to measure, convenience (24%), data insights (22%) and customer intimacy (22%) were identified as the most challenging. 

I’m probably not alone in dreaming about having an assistant to help me out with posting on social media. Someone to bounce ideas off, someone to help me write updates, even someone to translate my posts. I’ve imagined this assistant styling my posts in specific ways to help me boost my engagement on social and grow my audience online. This dream has been pure fantasy … until today.Say hi to Buffer’s AI AssistantToday, we’re extremely excited to introduce Buffer’s AI AssistantBuffer’s AI Assistant can generate new posts for your Buffer schedule, repurpose existing posts, and come up with endless new ideas—helping you grow your followers and super-charge your engagement. Plus, it’s available to all Buffer users (including those on a free plan). Take a look 👇0:00/1×Introducing Buffer’s AI Assistant (in 98 seconds)Why AI and why now?Unless you’ve been living under a rock, you’re probably aware of the huge wave of AI tech now readily available. Tools like Chat-GPT, DALL-E and Google’s Bard are sweeping the market and dramatically changing the way we work. At Buffer, we like to stay aware of these trends, but not dive head first into them for the sake of it. So, why AI, and why now? Well, since launching back in 2010, we’ve been focused on helping people grow their following and create click-worthy content. We want all Buffer users to see significant growth in their audience and genuine boosts in engagement, all without spending money on ads, or hoovering up lots of time. AI represented a very real way of helping Buffer users achieve this.An assistant not a replacementBuffer’s AI Assistant is exactly what it’s called. An assistant. We want to be clear. This is not a tool that will replace creators. We don’t expect the tool to remove creativity. We can’t see it being used instead of typical human creation. Umber, a content writer here at Buffer shared her very real concerns about AI. She talked about her unwillingness to use the new tech and her fears about how it might replace genuine, real, human creativity. This is not how we expect Buffer’s AI Assistant to be used. It’s an aide, designed to lend a hand. Not a stand-in for you. You might use Buffer’s AI Assistant to: To rephrase your post to make it less formal (try it)To rewrite your LinkedIn post into a Twitter Thread (try it)To repurpose last year’s best performing post by tweaking the copy (try it)To suggest a caption for your Instagram Reel (try it)To write a post for your latest blog (try it)To brainstorm ideas for your latest campaign (try it)To translate your post into Spanish (try it)Don’t expect Buffer’s AI Assistant to fully run your social media accounts. It won’t.Use it as an aide, something to help you improve your copy and to save you time.So, how will it help me?Here’s the fun bit. Buffer’s AI Assistant can (if used in the right way) dramatically save you time, help grow your followers and create engaging, click-worthy posts for any channel you please. Our 40 beta users have been putting the AI through its paces and have found it helps with a number of different use cases. Here are some of our favorites: Create ideas: Quickly create engaging posts without the need for painstaking brainstorming.Be relevant: Create personalized posts for different audiences to improve engagement across every channel.Run experiments: Generate multiple versions of a post to A/B test and determine the most effective approach.Stay consistent: Set guidelines for the tone and style of posts to ensure Buffer AI Assistant sticks with a consistent brand voice.Follow trends: Instantly generating timely, relevant posts to capitalize on the latest trends.Fast translation: Generate posts in multiple languages to reach a global audience.Easy engagement: Respond to common customer inquiries or comments in half the time with Buffer AI Assistant.Repurpose posts: Easily repurpose a viral post into dozens of variants for different channels to maximize the reach.Buffer’s AI Assistant creating two different posts for a blog postWhat’s next?We can’t wait to see how you’ll use Buffer’s AI Assistant, but we should make it clear that the product is still in Open Beta. It’s not the finished article. This means you should expect to see significant improvements to the feature over the coming weeks and months. And you’ll see updates to the pricing and usage limits.A sneak peek at what’s coming next for Buffer’s AI AssistantRight now, we’re only offering a one-time allocation of AI Credits which do not replenish. Every time you generate a response using AI, it will consume one AI Credit. These AI Credits do not automatically renew each month. This will likely change when we exit Beta, but for now try not to use all your AI Credits at once. To see how many AI Credits you have remaining, simply hover over the Generate button in Ideas. The number of AI Credits we’ve allocated during this Beta period depends on what type of plan you’re on. If you’re keen on getting more Credits, you’ll need to upgrade your plan or add an extra channel. Here’s how we’ve allocated AI Credits during the Beta period: Free plan = 50 AI CreditsEssentials plan = 150 AI Credits (+150 for each additional channel connected)Team plans = 300 AI Credits (+300 for each additional channel connected)Agency plans = 3,000 AI Credits (+300 for each additional channel connected)For example, those on the Essentials plan with 4 Channels connected will have access to 600 AI Credits (150 x 4 Channels).We can’t wait to see what you think of our AI Assistant. If you have feedback, please do send us a tweet and let us know.Discover seven unique ways to use Buffer’s AI Assistant here. Want to try out Buffer’s AI Assistant for yourself? Get started today, for free!

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