It’s no exaggeration to say that today, 92% of Gen Z trusts social media influencers more than well-known celebrities, and there are no longer any big companies that aren’t challenging influencer marketing. Influencer marketing in 2018 is the same as “SEO” in 2008.
Influencer marketing has a proven track record to attract the attention of CEOs, CFOs and COOs, but looking back over the past five years, brands, platforms and influencers have changed the way they approach each other rapidly.
Here are seven important points to consider in order to successfully incorporate changing influencer marketing into your strategy.
First of all, the budget is increasing. Increasing the budget will be the biggest driver of influencer marketing. Research shows that influencer marketing spending was only $ 500 million in 2015, but will increase to $ 1 billion by 2020.
・ More influencer offices appear
・ Increased budget for creative content production
・ Increased budget for paid sponsored posts
・ More advertising regulations
・ Involve more platforms
The above trend is seen in influencer marketing.
Influencer marketing was challenging and unknown in the early days, but today you can find thousands of success stories about influencer marketing. By building these success stories and getting the attention of the media and CEOs, marketers can increase their budgets.
More unique and creative
In 2016, TV talent Scott Dissick was given a caption for the photo to post when promoting protein powder on SNS, but because it was a copy and paste of direct mail of this product “ Influencer marketing is well There is no possibility of it “. This anecdote is an extreme example of a marketer’s flaws, but it gives you a glimpse of how the brand is running the campaign.
As public attention and budget increase, there is a need to “make it look as seamless” as possible, from the original content of influencers to paid sponsored posts. Today’s social networking users can now easily distinguish between posts that sponsored posts and influencers really enjoy. As a result, brands and influencer marketing agencies need to consider more carefully how captions are created, what photos and videos are, and how content is deployed.
The use of creative video content that integrates the influencer’s personality and original text is also increasing. Instagram Stories will be more widespread as a tool that combines more unique and influencer-specific video content and postings.
Pursuit of authenticity
According to an influencer marketing survey conducted by 170 marketers in charge of restaurants and retailers from consumer goods manufacturers, 87% of the respondents said, “The biggest merit of influencer marketing is the true content of their brands. You can make it. ” To avoid losing this benefit, you need to take steps to demonstrate credibility.
For example, Mike Clum, CEO of Clum Creative, a video production company that is responsible for the growth of video influencer marketing, said, “By sharing a feature-length video that shows behind the scenes of ad creation, I can build deeper trust with both of these fans. “
A good example can be seen behind the scenes of GoldShark’s collaboration with YouTuber KOLD. The 8-minute video showing the content creation process not only recorded the hard work spent on the content created, but also showed KOLD’s passion for GoldShark products. With the release of this behind-the-scenes video, the finished video posted on KOLD ’s YouTube channel has turned into a more meaningful and dynamic video that has ultimately created a lot of engagement. It became influencer marketing campaign contents.
The rise of influencer marketing advertising
An official brand posting alone will not be effective after 2019. In the future, more influencer marketing campaigns will emerge and the number of paid sponsored posts will increase. These posts are gaining momentum because they benefit both brands and influencers, and the advertising effect of the brand ’s official account tends to decrease.
Relying solely on house ad engagement is too risky, given how much influence influence Facebook and Instagram influencer content has on the newsfeed algorithm.
By tying up with influencers and using paid sponsored posts, brands gain not only engagement but also ownership and control of sales.
Responsibility for recruiting influencers is greater
From the day Unilever publicly denounced influencers with fake followers and declared no tie-ups, ripples spread in the advertising industry. Although many digital marketers knew about the existence of fake followers since the peak of Twitter in 2012, this unilever statement raised awareness of dialogue with influencers.
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The brand checks for fake followers using simple tools such as “FakeCheck.co”, “HypeAuditor”, and “TwitterCheck”. With these apps, you can quickly see what percentage of influencer followers are real.
Fake followers explained to influencers not only from the brand but also from the FTC (Federal Trade Commission) and other government regulators that are pushing for more regulation and demand for sponsorship clarity Responsibility is required. Canada has come up with the official standards for influencer marketing advertising, and other countries tend to tighten influencer marketing advertising regulations from time to time.
Engagement with fake followers and bots may not be clearly determined, but you should be careful when selecting influencers. In order not to tie up with suspicion, there is no loss using the fake follower detection tool as described above.
Increase in B2B influencers
It is a complete misunderstanding that B2B business is not suitable for influencer marketing. B2B influencers are an influencer group that should be seriously engaged if they want to continue influencer marketing.
B2B influencers belonging to “LinkedIn”, a business-specific social network, are micro influencers with 5,000 to 100,000 followers composed of corporate CEOs, marketers and consultants. So you can get a very high engagement rate with credible long text posts and video content.
For example, Trish Bertuzzi, the CEO of The Bridge Group, a foreign-owned career change brand, is a B2B influencer of Linkedin. Her post emphasizes the value of relationships and trust in marketing through compelling anecdotes and stories.
Trish Bertuzzi also creates compelling multimedia content that LinkedIn users can easily access, including their experiences and short videos. She is a popular B2B influencer who is a CEO and has contributed a lot of comments and actively participates in conversations about B2B sales, marketing, and entrepreneurship.
In addition, B2B influencers are currently attracting attention as the best tie-up partner for the B2B brand because they can tie up at a lower price than macro influencers with many followers.
Easier to use platform
While influencer marketing agencies are naturally attracted to brands with high marketing budgets, influencer marketing platforms make it easier for brands to bring their official channels.
With the influencer marketing platform,
・ Influencer search
・ Analysis of indicators related to followers
・ Search for the right influencers for your campaign
In addition to the above, you can quickly make tie-up reservations with selected influencers.
For example, “AspireIQ”, which has an influencer database of more than 150,000, has a search engine that allows “quick matches” to match brands and influencers for a specific campaign. “Hypr” is a platform that allows you to use a management tool with the ability to create a list of different groups for each influencer, while “Upfluence” is a tool that allows you to set the price at a reasonable price. It has turned into.
These influencer marketing platforms make it easy for agencies and talent offices to perform tasks with just a few clicks.
This time, we introduced changes in influencer marketing into seven points.
Influencer marketing is expected to gain momentum from 2019, but it should be noted that “fake followers” and “fake engagement” will increase as demand for influencers increases. It is also true that the number of companies, agencies, and platforms related to influencer marketing will increase as their popularity increases.
With the increase in related businesses, the problem of “where to register” will occur, but the useful tools with good cost performance will be used in accordance with your campaigns, leading to the success of your marketing strategy. . For the B2B brand, tying up with the newly attracted B2B influencers will give you great results.
It is influencer marketing with various changes, but selecting an influencer that matches the brand and building a relationship of trust with a tie-up partner who can ask content creation to leave it to creativity is an important point that does not change I think.