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Is influencer marketing really a safe bet for 2018? Here’s bit more on the state of the industry, and what marketers can do to minimise the risks involved.
Authenticity and trust is key to any successful influencer campaign, as consumers become all the more sceptical when it comes to forced and purely-commercial partnerships.
Celebrity Intelligence’s Age of Social Influence report also highlights confusion around ROI, with marketers finding it difficult to measure true success, and instead relying on outdated metrics such as mainstream press coverage.
Finally, another reason investment in influencer marketing might not come to fruition could be due to changes in what actually generates real success. Last year, the general consensus seemed to be that micro-influencers were the key – i.e. individuals with 10,000 to 100,000 followers and theoretically a highly engaged audience. However, it has been suggested that the trend is perhaps a scam started by influencer marketing platforms. Essentially, as brands work with an increasing pool of small-scale influencers, ‘high’ engagement levels could be misleading - failing to translate to legitimate or large-scale impact, as well as diluting the quality of content.
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Celebrity Intelligence this week released a new study, The Age of Social Influence, which includes some interesting findings about the evolution of influencer campaigns.
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My 5 top strategies to reach out to influencers if you have limited budget are:
1. Try guest posting for influencers.
2. Attract influencers with group roundup posts.
3. Offer influencers free products or services.
4. Give influencers free and valuable feedback.
5. Engage influencers with affiliate marketing.
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San Francisco, Calif.-based content marketing platform Linqia recently released its new platform that is intended to transform and scale influencer marketing.
The platform uses machine learning to analyze influencer content, determine brand affinity, and identify patterns that can predict an influencer's success based on the brand's goals.
Linqia reported that, in initial programs run through the platform, it drove 51 percent more engagement over the course of four flights through AI-driven insights and optimizations compared to single flight campaigns.
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How do you connect with influencers? How do you even find influencers? Fortunately, there are tools to automate influencer discovery and even influencer outreach. Let’s take a look at some of the most effective ways of finding people to promote your blog.
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Links are key to SEO success this blogger outreach definitive guide show you every step to get links. Learn how to find bloggers and build relationship, develop a never say die attitude to outreach
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San Francisco based influencer management platform Traackr has released its global research report evaluating the current state of influencer marketing. The report, "Influence 2.0: the future of influencer marketing" highlights that current influencer marketing is tactical, with low-level financial and resource investment.
It states that this is a "fundamental failure of current programs" that hinder performance and prevent influencer marketing becoming a strategic investment at a board level. Although 71 percent of marketers rate influencer marketing as a strategic or highly strategic marketing category, 43 percent "experiment" with the practice. 28 percent only involve influencers at campaign level.
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- Half of the respondents reported low influencer marketing budgets;
- 55% of marketers plan to spend more on influencer campaigns next year;
- Half of those surveyed said four or more departments within their companies engage with influencers now; and
- 94% cited “improve brand advocacy” as a top goal for their influencer initiatives, followed by “expand brand awareness (92%) and “reach new targeted audiences” (88%).
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"1. 71% of marketers say their influencer marketing programs are strategic or highly strategic.
2. 67% of marketers want to drive lead generation through the use of influencer marketing.
3. 80% of marketers rate content marketing as most impacted by influencer marketing.
4. 43% of marketers are experimenting with influencer marketing.
5. 48% of B2C influencer marketing programs are ongoing.
6. Marketing owns influencer marketing (70%) but PR engages with influencers most often (70%).
7. 57% of marketers say influencer marketing will be integrated in all marketing activities in the next 3 years."
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Using automatic aggregation of behavioural data, Amplero now enables the mapping of ‘customer influencer ego networks’ that identify the number, strength and intensity of connections, as well as the influence a customer has over the behaviours and actions of these connections.
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No. 1 FTC Guidelines Spell Scrutiny for Sponsored Posts
Federal Trade Commission guidelines require sponsored posts to be tagged as ads, meaning brands will have to be increasingly vigilant when influencers post on their behalf.
No. 2 Micro and 'Middle' Influencers Are Gaining Ground
No. 3 Instagram Is Becoming Influencers' Preferred Channel
No. 4 Video Brings 'Passion' to Sponsored Posts
No. 5 Effective Content Will Require a Leap of Faith
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#1: Identify the Goal for Your Influencer Marketing Campaign
#2: Define Your Ideal Influencer Profile
#3: Find Potential Influencers
#4: Reach Out to Influencers
#5: Provide Rewards
#6: Measure Your Results
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The key difference between a self-service platform and a turnkey program provider is the level of automation involved.
Self-service tools enable brands to login to the platform and more easily manage the time-consuming aspects of influencer marketing, from influencer selection to running post-program reports and analytics.
Turnkey influencer program providers offer many of the same capabilities as self-service platforms but require little setup, management or configuration on the part of the brand or agency. All of the matching, communication, program management, and performance analytics are automated through the platform and complemented with services from the provider’s dedicated brand and influencer success teams.
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The roots of the FTC’s guidance are found squarely in its approach to native advertising; in December 2015, the agency laid down guidelines that made clear the need to distinguish between editorial and promoted content. At the time, the language of the FTC’s guidelines left the door open when it came to disclosure requirements for different kinds of sponsored content: product placements, likes, tweets and other paid social amplification of content — in other words, influencer marketing.
The FTC clarified that all sponsored content is governed by the FTC guidelines for native advertising and that regardless of platform, all paid social endorsements must be labeled as such.
And most recently, the FTC communicated that efforts on the part of influencers to use hashtags such as #spons to disclose that promoted content is an ad won’t cut it. It remains unclear whether or not consumers can tell when a post is sponsored, though the FTC does have reason to be conservative in its assumptions; a 2015 study from Contently concluded that most consumers can’t distinguish between native advertising and editorial.
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1. Influencer Strategy Template
2. Followerwonk (free tool)
3. Hootsuite’s Search Streams (free tool)
4. Demographics Pro App for Twitter (free tool)
5. TrendSpottr for Instagram app
6. Geopiq
7. Google’s URL Builder (free tool)
8. Facebook’s Pixel (free tool)
9. Right Relevance Pro
10. Demografies
11. Riffle Twitter Insights
12. Insightpool
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- Remember to first define your online audience: Influencer marketing begins with identifying your target customer and understanding who impacts how they’re discovering, evaluating and deciding to buy merchandise.
- Find the right influencers: Influence is subjective, so you’ll need to search for people who produce and share content that impacts your business or your customer’s decision-making.
- Monitor influencers for opportunities: Listen to your specific influencers and track their content. Ask the questions—what topics do they write about, what are they sharing, what questions are their audience members asking?
- Take action and engage: Start building relationships through simple actions like following and sharing their links, get to know them, build trust, then plan actions that will enable you to work together.
- Measure your outcomes: Keep track of the relationships you’re building and how they’re converting into concrete events like visits, introductions, mentions and eventually leads.
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So what happens when brands embrace the same group of influencers, whose voices are already loud and out there, who come from relatively privileged backgrounds? We get a whole lot of the same.
In the influencer version of “the rich get richer,” the loud and privileged are even more amplified, to the point where they saturate the conversation and drown out voices from marginalized groups. Pretty soon, everyone’s Twitter feed in the same niche looks identical, because they’re all re-tweeting the same influencers, over and over again. Is there an echo on here? marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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How can you make sure that your content marketing doesn’t go unnoticed? How can you place yourself among the top marketing pros, and finally swim with the sharks?
Your best bet is to ride along on the coattails of those influencers. Before you get frustrated in disbelief and close this tab, hear me out! I’m telling you this because I experienced the results first hand, and it works.
My team and I reached out to hundreds of marketing experts and compiled a list of exclusive tips for creating addictive content. Every single one of those tips came from direct communication with those experts, and the content we created was seen and shared by some really influential marketers. I’m actually going to share my process with you in this handy guide, so that you can finally get your voice heard and no longer be marked as a small fish in a giant ocean of digital marketers.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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Is the influencer marketing bubble set to burst? - Econsultancy
The author advocates for advocacy marketing in lieu of influencer marketing, and it's an intriguing concept.
This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing