Social Media Influencer Campaign
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Week8Influencers.pptxCase Study: Influencers
Influencers - Definition
a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.
MARKETING a person or group that has the ability to influence the behaviour or opinions of others: The influencer is the individual whose effect on the purchase decision is in some way significant or authoritative.
Influencer marketing (also influence marketing) is a form of marketing in which focus is placed on influential people rather than the target market as a whole on social media. It identifies the individuals who have influence over potential customers, and orients marketing activities around these influencers.
Influencers in Comm Theory Speak
Sounds like….. opinion leaders
Using … two-step flow
Leveraging… rhetoric component of ethos
Influencer Traits
What Makes an Influencer an Influencer. Broadly speaking, an influencer is anyone who can cause a reaction or impacts the way people feel and think about things.
Some people are seen as influencers when they're a trusted source of information or an authoritative figure within a market.
Influencers: Who are they?
A thought leader, a trendsetter, an expert in their field, a blogger, a celebrity… Practically anyone can become an influencer, as long as they hold credibility and have a niche audience.
Whilst there are certainly many figures with a strong offline presence who are considered influencers, it is those with a large online following which have caught the attention of digital marketers.
Influencers Evolution
The immersion of such a wide range of social media channels has provided more ways than ever to reach out, persuade, and influence others, so it’s no wonder that influencers have become an integral part of content marketing.
It has become clear that consumers place trust in other consumers more than they do in brands, which is one of the reasons influencers can have such a large impact on brand awareness and sales.
Influencers Evolution
Essentially, social media influencers are taking over the original form of celebrity endorsements. However, it’s important that the audience of a paid brand ambassador believes there is a connection to the brand in order to show results, as promoting brands en masse is likely to decrease credibility and affect the success of marketing campaigns.
Influencer marketing offers a younger, fresher, digital option which seems to be phasing out traditional TV and radio ads, with research showing over half of American companies now have a stand-alone budget for sponsored social media campaigns.
Almost 40% of Twitter users reported they made a purchase as a direct result of an influencer Tweet, and it is estimated that brands are spending well over a billion dollars per year on Instagram influencers alone.
Influencers Evolution
The immersion of such a wide range of social media channels has provided more ways than ever to reach out, persuade, and influence others, so it’s no wonder that influencers have become an integral part of content marketing.
It has become clear that consumers place trust in other consumers more than they do in brands, which is one of the reasons influencers can have such a large impact on brand awareness and sales.
Influencers: How to choose
A large following alone is simply not enough to go on.
It’s imperative that the influencer’s posts align with your brand’s tone, style, and mission, and that their audience is engaged and relevant to your particular market segment
For instance, asking a food blogger to create a post about sporting equipment is unlikely to create a buzz and fulfill the campaign’s objectives, as their audience will likely be outside your target market.
Influencers: How to choose
An additional thing to look for is someone who is constantly working to gain the trust of their followers, producing and sharing great-quality content across a variety of channels, and gaining a reaction from their audience.
Micro influencers (usually considered to be people with between 10,000 and 100,000 followers) should not be overlooked, as they tend to have a higher engagement with their audience than big celebrities do, and can offer a better return on investment.
Influencers: Size matters
Social media influencers are generally categorized by two main tiers—micro- and macro-influencers. While micro-influencers have followings between 10,000 to 50,000, macro-influencers boast audiences between 500,000 to 1 million. But these categories can be broken down even further to encompass the wide range of social media influencers:
Influencers: Size matters
Nano-Influencers - Social media users with 1,000-10,000 followers who engage a small, niche audience.
Micro-Influencers - Social media users with followings between 10,000-50,000 who hold an impressive status with a wider audience.
Mid-Tier Influencers - Social media users with 50,000-500,000 followers who have climbed the ranks among a large audience.
Macro-Influencers - Social media superstars with followings between 500,000-1,000,000 who have earned premiere status as social media noisemakers.
Mega-Influencers - Social media powerhouses with 1,000,000-5,000,000 followers who have attained followership that puts them in a category similar to celebrities.
Celebrities - Well-known personalities whose fame translates into prestigious social media status with more than 5,000,000 followers.
Influencers: What it looks like
There are many different ways to promote a brand, product, or service through working with influencers:
product reviews
sponsored blog posts written by the influencer
social sponsorship through different channels
creating value-added content
personal stories about the product
videos
Influencers: What it looks like
More examples…
https:// blog.scrunch.com/social-media-influencers-make-money
Influencers: What it looks like
More examples…
https:// blog.scrunch.com/social-media-influencers-make-money
Influencers: What it looks like
More examples…
https:// blog.scrunch.com/social-media-influencers-make-money
Influencers: Platforms
Many influencers have a primary social media channel (where they generally have the most followers and launched their career), but often distribute their content on additional channels. An influencer doesn’t command equal influence across each platform. Some platforms are conducive to particular content formats, industries, and sponsorships over others. In general, influencers can be defined by social channel in the following ways:,
Influencers: Platforms
YouTube Influencers
YouTubers, also known as “YouTube Creators,” focus exclusively on creating long-form video content. Functioning more like the entertainment industry, this platform works well for narrative storylines, pranks, how-to guides, unboxing videos, personal vlogging, and television-style content. Comedy, beauty, technology, auto, and lifestyle are just a few categories that resonate well with YouTube’s vast audience.
Influencers: Platforms
Blog Influencers
Bloggers created the first outlet for influencers to reach a mass audience online. Bloggers produce long-form written and visual content in a narrative format. Foodies, lifestyle experts, fashion gurus, and mommy bloggers are often found among the top blogs.
Influencers: Platforms
Facebook Influencers
Facebook has traditionally been less popular with influencers, but it has armed its platform with creator resources to amplify both written, photographic, and video content. Influencers in the lifestyle, comedy, and gaming industries are just a few that perform well on this channel.
Influencers: Platforms
Twitch Influencers
Twitch broadcasters primarily use it as a platform to livestream their gaming, but Twitch has expanded beyond gamers to include cooks and artists to name a few. This channel specializes in timely, highly engaging, livestreamed content.
Influencers: Platforms
Snapchat Influencers
Famous for its novel disappearing pictures and videos, Snapchat has bordered on disappearing itself. However, the channel is still widely popular among younger demographics within the music, art, comedy, and beauty categories.
Influencers: Segments
Whether under a broad term such as “lifestyle blogger” or a specific industry such as “fitness Instagrammer,” most influencers fall into a set of industry buckets. Here are a few of the top categories:
Gaming - Video game livestreamers, esports, player tips, unboxing consoles, gaming product reviews
Comedy - Pranks, parody, and skits
Family - Moms, dads, parents, family or relationship advice
Health & Wellness - Health, wellness, meditation, nutrition, fitness
Influencers: Segments
Fashion & Beauty - Luxury clothing, styling, cosmetics, makeup tutorials
Technology - Technology unboxing and reviews, how-to guides
Travel - Backpackers, travelers, photographers, adventurers
Auto - Car enthusiasts, auto repair guides
Music - Singer, songwriter, musician, bands, music videos
Influencers: Audiences
As Millennials and Gen Z move away from traditional modes of entertainment, how they learn about and choose their products is changing as well.
With 70% of teenage Millennials on YouTube preferring YouTube Creators over celebrities, and 85% of Gen Z learning about new products through social media, influencer marketing is offering relevant solutions to an evolving commercial world.
Influencers: Audiences
The influencer marketing industry is projected to reach $5-10 billion by 2020.
Influencers: Audiences
As Millennials and Gen Z move away from traditional modes of entertainment, how they learn about and choose their products is changing as well.
With 70% of teenage Millennials on YouTube preferring YouTube Creators over celebrities, and 85% of Gen Z learning about new products through social media, influencer marketing is offering relevant solutions to an evolving commercial world.
Influencers: How to choose
Reach
When marketers consider influencers for campaigns, one of the first things they want to know is how many people an influencer’s content reaches. Follower, subscriber, and view counts provide a simple metric for judging popularity and impact, but it’s worth noting that social media hacks like bots and pods mean that this simple metric isn’t always best for determining influencer valu
Influencers: How to choose
Engagement
More in-depth than simple reach metrics, engagement metrics provide insight into how many people are interacting with influencer content. Likes, comments, and shares on content help marketers determine how active an audience is and how it reacts to different types of content. Marketers are looking for audiences that are engaged and invested in the content and the community surrounding it.
Influencers: How to choose
Brand Lift
Influencer marketing provides an opportunity for brands to communicate with audiences through the voices of trusted creators, but some influencers may also provide a significant boost in brand awareness and perception among audiences. Smaller influencers (like micro-influencers) provide less in the way of brand lift because while they reach their own audiences effectively, visibility and reach are limited.
Influencers: How to choose
Platform
Influencers create and post content on a number of different platforms, and each platform has unique advantages and disadvantages for reaching audiences. Instagram is huge for influencers — in fact, influencer marketing on Instagram alone is a $1 billion industry. The platform is growing and also has robust discovery tools to help users find new content. Facebook has a larger user base but isn’t as well-known for influencer content. That said, Facebook Video is growing and breakout stars like Laura Clery prove that the platform can be highly effective.
Snapchat, by way of contrast, has a relatively small user base (just 166M daily active users as of May 2017 — well short of the 250M daily active users that Instagram sees on its Instagram Stories feature alone), but that base is engaged. Users spend an average over 30 minutes per day in the app, and Snap reports that upwards of 3 billion snaps are created every day.
Influencers: How to choose
Reputation
Like all other public figures, influencers have reputations and images that they project to their audiences and to the world. Whether they’re experts, tastemakers, or creative wunderkinds, influencers’ reputations can work favorably for brands, provided they’re positive and aligned with brand ideals. Cool influencers lend a degree of their audience-pleasing coolness to brands they work with, and expert influencers can help position brand partners as entities to be trusted.
Influencers: How to choose
Content
There are dozens of different types of influencers, and they all approach the work of content creation differently. For marketing purposes, brands will want to look closely at an influencer’s body of work to identify key factors like visual and audio quality, substance, tone, category, and consistency. Marketers should look for influencers whose content is high quality, consistent, focused, and in line with brand goals and image.
Influencers: How to choose
. Voice
The influencer landscape is crowded, particularly in major categories like fashion, beauty and makeup, and travel, but the best influencers set themselves apart with a singular voice. Brands should look carefully at how influencers talk about people, places, and things, as well as the way that they talk to their audiences. Voice and personality go hand-in-hand, and brands want to partner with the very best.
Influencers: How to choose
Audience
Influencer marketing is most effective when it’s focused on specific goals, and part of achieving those goals is a thorough understanding of who, exactly, a campaign is meant to reach. Influencers are experts in their audiences, and partnering with them to communicate with those audiences about products, services, experiences, and brands that are relevant to them helps make messaging more effective.
A kitchen tool and gadget brand like OXO would do well to partner with food bloggers, YouTubers, and Instagrammers, and could even get more specific by partnering with vegetarian and vegan influencers to promote a new product that slices vegetables. Likewise, mommy bloggers are a natural fit for stroller or toy brands, but brands could dig deeper and find mommy bloggers who have toddlers to promote a toy intended for children 1-3 years old.
Influencers: How to choose
Brand Safety
More attention than ever is focused on brand safety in the wake of YouTube’s ad controversy. Brands discovered that ads were being run during and alongside objectionable videos that contained hate speech and questionable conduct. The appearance of brand ads in conjunction with this content gave the impression that brands condoned the video's contents. More than 250 advertisers froze their campaigns on YouTube, and while many have resumed following YouTube’s revised ad policies, the concern over brand safety remains.
In working with influencers who create content around their personalities, opinions, and day-to-day lives, brands must be aware of any past or potential impropriety that might leave them embroiled in controversy by extension.
Influencers: How to choose
Price & Budget
Budget is key in any marketing campaign, but with influencer marketing, it’s going to dictate who marketers can work with, what kind of integration they can afford, and how many influencers they can use. There are no standardized rates in the influencer marketing industry, but marketers should use their goals, influencer metrics, and campaign structure to determine how much they’re willing to pay and choose influencers accordingly.
Influencers: How to choose
Affinity For Brand
Many influencers — from those who cover makeup to those who make YouTube videos about building robots — already talk about the products that they use frequently. Marketers should research whether or not there are any influencers who are already talking about their products organically. Working with those influencers to become a part of their content and audience messaging is a move that feels genuine and authentic to audiences.
It isn’t just influencers who speak positively about a brand’s products that might make for a beneficial partnership, though. Even influencers who talk about a product’s flaws or cover a competitor’s products may be prime candidates. Partnering with these influencers allows brands to become part of a focused, relevant conversation.
Influencers: How to choose
Potential For Future Partnerships
Many campaigns may have brands partnering with influencers for a single post or series of posts, but it’s worth considering whether or not there’s a potential for an ongoing relationship with the influencer. Many brands already do this in the form of “brand ambassadors” — influencers who regularly promote a brand and its products on social media or in brand advertising.
Having influencers that reach the right audience, create quality content, and work well with the brand is a valuable asset that saves time in formulating future campaigns.
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Influencers: Top 25 on Instagram
https://influencermarketinghub.com/top-25-instagram-influencers /
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Influencers: What does it cost?
Sponsored photo: Marketer expects to pay: $272
“Like a brand”: Marketer expects to pay: $171
Sponsored Facebook update: Marketer expects to pay: $319
“Follow a brand”: Marketer expects to pay: $156
Sponsored video: Marketer expects to pay: $496
Send Sponsored email: Marketer expects to pay: $634
Sponsored tweet: Marketer expects to pay: $418
Influencers: What do influencers earn?
Here’s what a few of the highest-paid influencers around bring in per post, campaign, or year:
Kim Kardashian: Up to $500,000 per post
Kendall Jenner: Around $400,000 per post
Rachel Blather (fitness/yoga influencer): At least $25,000
Lyzabeth Lopez (fitness influencer): $3,000 to $5,000 per post, $20,000 to $100,000 per campaign
PewDiePie (video game YouTuber): $15 million per year (2016)
Lilly Singh (YouTuber, comedian): $7.5 million per year (2016)
Influencers: Barter sytem
For example, fast fashion retailer Fashion Nova works with thousands of influencers, ranging from celebrities to micro-influencers. Instead of giving them cash, the brand lets influencers “order” clothes for free. The influencers then post pictures of their fashion finds on Instagram.
Daniel Wellington is another brand that has put together a successful influencer marketing strategy that doesn’t actually involve paying influencers cash. Most are given a free watch and a discount code, which they then create an Instagram post around.
Kellogs & Olympians
The brand is perhaps most famous for its cereal offerings, which include Corn Flakes, Special K and more.
Key Influencers:
To promote its cereal offerings to consumers in the U.S. and abroad Kellogg’s partnered with four Olympians and one Paralympian participating in the games, all of which appear on limited edition Kellogg’s cereal boxes.
Nathan Chen (@ nathanwchen) — 262,000 followers
Kelly Clark (@ thekellyclark) — 73,600 followers
Meghan Duggan (@mduggan10) — 20,800 followers
Mike Shultz (@ monstermikeshultz) — 5,300 followers
Kellogs & Olympians
Each influencer posted multiple Instagram photos and videos in the months and days leading up to the Pyeongchang Games commemorating their limited edition Kellogg’s cereal boxes and showcasing specific cereal varieties. Each also used the unifying hashtags # GetsMeStarted and # TeamKelloggs.
Kellogs & Olympians
Each influencer posted multiple Instagram photos and videos in the months and days leading up to the Pyeongchang Games commemorating their limited edition Kellogg’s cereal boxes and showcasing specific cereal varieties. Each also used the unifying hashtags # GetsMeStarted and # TeamKelloggs.
Kellogs & Olympians
Each influencer posted multiple Instagram photos and videos in the months and days leading up to the Pyeongchang Games commemorating their limited edition Kellogg’s cereal boxes and showcasing specific cereal varieties. Each also used the unifying hashtags # GetsMeStarted and # TeamKelloggs.
Toyota & @LokiTheWolf
Toyota is a brand known for its practical and equally affordable vehicles.
The 4Runner is one of the brand’s most popular models. Toyota estimates that trucks and SUVs now account for two-thirds of the auto market, which explains why the brand chose to promote its 4Runner model with social media influencers.
To improve upon its already successful 2018 4Runner sales, the brand partnered with travel influencer Kelly Lund (@ sharktoof) and his influencer dog @ loki.
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Toyota & @LokiTheWolf
Homework
Pick one of the social media influencer campaigns from the link below and discuss why it was an effective campaign.
