What Is Influencer Marketing?
To understand influencer marketing, we first have to understand the influencers. So what is an influencer? It’s anyone who is popular on social media and who can promote products well. They can have many followers on Facebook or Instagram. Successful YouTube or Bitchute channels or popular Twitter feeds also help. In short, if we get many clicks, we are influencers.
How Can an Influencer Help with Marketing?
Billions of people around the world use social media. It’s their go-to source for information and socialization. For that reason, major brands use it to generate more traffic and get as many new customers as possible. However, we still need to advertise our product if we want it to reach the masses. Of course, we can invest money in expensive advertising campaigns and promotion, but that wouldn’t really connect to an audience. For example, an expensive ad about a computer chair will not get someone to buy it just because it looks cool. However, if someone sees PewDiePie use the chair in enough of his videos, they will want to own it.
People like to use the same products their favorite celebrity uses. This isn’t really a new marketing strategy. Celebrity endorsements have been around for decades. But with social media, literally anyone can get a small following. It undeniably has a bigger reach than regular marketing. That’s why it’s no wonder that both old and new brands are looking into influencer marketing. There are even companies whose entire business model is based on it. The best part is that influencer marketing is not even that complicated. It all comes down to a combination of several key factors. You need the ‘who,’ the ‘how’ and the ‘where.’
What Does Successful Influencer Marketing Look Like?
Most up-and-coming companies want to know how to use influencer marketing to their advantage. Let’s focus on one example and take a look at how Bumble did it in 2018.
Bumble is a relatively recent dating app. When they wanted to reach new customers, they decided to give influencer marketing a try. Therefore, they decided to team up with DJ Marshmello, a famous musician. Marshmello has almost 15 million followers on Instagram. Most of his followers are either Millennials or Gen Z; in other words, he’s a popular influencer. Bumble promoted with the DJ where fans got the chance to be in one of his upcoming videos. All they had to do is like and follow the Bumble Instagram page. Of course, this was also an excellent opportunity to reach new Bumble users. Namely, millennials are all over 18, i.e., the perfect legal age to use a dating app. Marshmello also promoted this campaign on his own Instagram page with the #bumblepartner tag.
The campaign was a roaring success. Marshmello’s post got over 559.000 likes and comments. That gave it an engagement rate of 3.8%. Also, Bumble’s user base also increased by a significant amount.
It’s important to mention that influencer marketing needs some ‘thinking outside of the box.’ Bumble might be a dating app, but they didn’t go for their target audience. Instead, they tried their hand with the fandom of a musician. This move is genius because it brings the product to an entirely new, enormous market.
Best Influencer Marketing Campaigns Part One
In today’s world, social media can make you or break you. Millions of people will support a cause if it gets enough likes or clicks. Moreover, crowdfunding campaigns can make anyone an entrepreneur. In short, social media offers the best marketing. However, big companies and major brands can also use it. Instead of spending thousands of dollars on commercials, they simply try out influencer marketing. It gets eyes on the product and dollars in pockets quickly.
What Is Influencer Marketing?
Influencer marketing is a new phenomenon that came with a new audience. Timid Millennials and Generation Z spend a lot of their time on social media. Whether it’s Facebook, Twitter, Instagram, or YouTube, they can’t get enough of it. In fact, these platforms made celebrities out of everyday people like us. People like PewDiePie, H3H3 Productions, the Paul brothers, Chris Ray Gun, and JonTron are to the new generation what actors and rock stars were back in the 70s and 80s. Whatever they do, their followers will support. That’s why they’re the best way to go if we want to sell a brand.
However, an influencer doesn’t even need to be that big. An Instagram model with 10.000 followers can sell a brand or a service just as well as a YouTuber or a Twitch streamer with millions of subscribers. Moreover, some of the best influencer marketing can come from unexpected places.
Influencer Marketing Campaign Examples: American Express
American Express is already a pretty strong brand. It can afford paid ads and proper promotion without any guerilla marketing. But even powerful brands such as this one turn to influencer marketing. It just doesn’t sound logical, right?
Of course, there’s a very good reason why a strong brand can benefit far more from promotion by influencers. If we think about it, promoting Amex credit cards sounds boring because, on paper, it is. But the company got a clever idea in 2018. Namely, they used influencer marketing to promote their brand with the so-called #AmexAmbassador campaign. Big names such as Chiara Ferragni, Adam Gallagher, Flaviana Matata, and even Shaquille O’Neal were involved. That’s a pretty strong group of people to advertise their brand. But the company didn’t stop there. They also focused on small accounts, influencers who get under 100.000 followers on Instagram. It’s an amazing way to do marketing—covering both major and small fanbases.
However, these influencers didn’t promote the service itself. Instead, they focused on the lifestyle we can get from the service. One such promotion had to do with the Centurion Lounges on airports. Each of these lounges provides amazing food and quiet worksaces. A few will even offer shower cabins. With that in mind, the celebrities and smaller influencers went around the country and posted their photos with two hashtags, one of them being #TheCenturionLounge. They did similar campaigns at the Museum of Ice Cream and the Broadway show Hamilton.
The Success of the Campaign
How successful was influencer marketing for American Express, then? Well, 3.7 million engagements came out of the #AmexAmbassador campaign. We would say it was extremely successful. People will always be drawn to products that their favourite e-celeb promotes, and the Amex campaign is clear proof of that. But we don’t have to worry about getting celebrities with millions of views right away. A handful of small, but influential online personas can do just as well, if not better.
What is influencer marketing?
Influencer marketing is a marketing methodology that takes advantage of the influence and reach of so-called influencers or influentials, primarily through their social networks.
Influencers (formerly Influentials) are well-networked multipliers who, through their popularity, have a big impact on their fans, followers, friends . on Facebook, Instagram, Twitter. Influencers can also assert their influence through specialist contributions, performances, lectures.
What are influencers? Influencers are individuals who, on the one hand, are multipliers by their reach for the dissemination of information in their networks. On the other hand, influencers are people who have a significant influence on the opinion and the consumption habits of the people in their network.
Within social networks, Instagram and others it seems that there are people who are so-called influencers or influentials, where the tendency to spread memes is more pronounced than the average.
The term “influentials” invented in the 1940s by the American consulting company “Roper Starch Worldwide” has now been replaced by influencers, and influencers seem to me to be the most appropriate for describing the entirety of the key persons.
Primarily the younger influencers use the Internet as a source of information and communication tools. Influencers, in contrast to most people, visit the Internet several times a day, which documents an above-average need for information and great interest in current events.
As a result, they belong to the “early knowers” and often become “early adopters”. As a rule, they are people who, more than the rest (“late knowers”), inquire early about new trends, technologies, and products and are the first to buy new products.
Influencer marketing has been considered a big thing in brand communication on the Internet for several years. Today, this form of advertising has a firm place on all major and minor social media platforms, from YouTube and Instagram to Tik Tok.
The interest in influencer marketing has increased significantly in recent years. Is thus one of the trend topics in marketing.
Influencer Marketing: Product Tips from ‘People Like You and Me’ “Hello, dear ones, I’ve brought you a great product again today” – that’s the sound of Influencer Marketing, invading every day millions of speakers in living rooms and nursery rooms all over the world.
At first glance, influencer marketing hardly differs from traditional testimonial advertising with famous brand ambassadors: Both communication strategies aim to positively establish a brand or a specific product by associating it with a personal brand (influencer) among its target group (community).
‘Influencers’ are literally ‘influencers’ because they influence the opinions, interests and buying intentions of their followers. Prominent advertising figures and Internet opinion makers thus both act as so-called ‘multipliers’: they extend the effect of the brand to their fans or followers and thus multiply the size of the advertiser’s brand target group.
How does Influencer Marketing work in practice? In influencer marketing, a product, brand or company is integrated into the content of a high-reach social media opinion leader (influencer) through direct placement or sponsorship.
As a result, a brand can be targeted and positively established in the intended target group. The design of the content is primarily left to the influencer in order to maintain his credibility. Successful cooperation with influencers should always have an indirect character. Social media followers quickly notice when words are put into their idols’ mouths.
For this reason, bloggers or creators are usually given great creative freedom so that they can prepare the message according to their own target group. In the long term, respectful cooperation can lead to good influencer relations – in other words, a connection between the brands of all those involved. As part of the collaboration, the opinion leaders of the Internet are typically sent boxes of products (so-called ‘Hauls’), which they can then present in their own way. Alternatively, it funds travel and other special activities that are used to create blogs or vlogs.
As long as the resulting content is unusual for the target group and the sponsor’s brand is positive, the exact form of cooperation is of secondary importance.
Well connected influencers can be very valuable for business and companies. Although the reach in the respective industry is essential in the identification of influencers, in the opinion of many experts, qualitative aspects should be in the foreground.
Above all, it counts with which persons an influencer is networked and to what extent he counts as credible from the point of view of the target group.
When addressing influencers, personal contact is particularly promising. Noteworthy is the quality and relevance of the content offered to him. Because only if the influencer recognises an added value for his contacts or himself, he will also be willing to share the contents of the company.
How to Promote Your Brand through Video Marketing
Video marketing is your brand’s golden ticket to fame and fortune. It can significantly boost conversion rates, increase sales, build trust, and promote a great ROI. Moreover, video marketing can help you reach out to millions of people worldwide. And, it can help you deliver a powerful message to those millions of people.
The majority of businesses agree. Research says more than 60% of businesses consider video marketing vital in their marketing strategies.
To follow their lead, here’s what you need to do.
1. Create an epic video
Firstly, create an extraordinary video. Create it in the way that you want it to positively impact your audience.
Video marketing can help catapult your brand to the top if the audience can relate to your video. So, make your content relevant and purposeful.
A brilliant trick is to put yourself in the audience’s shoes. What do you want to see in the video? What can capture your interest? What can make you want to share the video to your connections on social media networks?
Create your video as you address those questions.
Here are some extra tips:
• Feature your expertise
• Feature testimonials
• Show off products
• Explain your points well
• Add excellent (and relevant) music
• Add a unique personal touch
2. Upload your video on a video sharing platform
Next, make your video accessible. You may choose to upload your video to YouTube. It’s one of the most popular video sharing platforms with more than 15 billion monthly visits.
There, you can easily create a free account and then upload your video. You can also enjoy other features such as Add to favorites, Report, Rate, Share, Comment, and Subscribe (to other YouTubers).
Here are some popular YouTube alternatives:
• Metacafe – free account type: 12,500,000 monthly visitors
• Veoh – free account type: 15,000,000 monthly visitors
• LiveLeak – free account type: 45,000,000 monthly visitors
• Vimeo – free and paid account types: 130,000,000 monthly visitors
• Dailymotion – free account type: 100,000,000 monthly visitors
• Twitch – free and paid account types: 100,000,000 monthly visitors
3. Share your video on social media
And finally, share your video on social media. Share it on as many networks as possible. It’s recommended to share it on Facebook, Twitter, Instagram, and Pinterest because these social media networks have high daily visitor counts.
Sharing your video encourages your network to access your video – regardless of its upload location. After all, most video sharing platforms allow unregistered people to view videos.
It’s also easy to share your video on social media networks. If not pressing a one-click button, a few clicks will do the trick.
For instance, your video is on YouTube. There, you can simply find the Share feature (just below your video). Click it and then click the social media network of your choice.
A winning component of video marketing is its unique ability to capture and engage audiences with content. So for your brand to stand out, consider adding video marketing to your strategy.
Creative Marketing Strategies for Industries That Can’t Use Traditional Paid Advertising Platforms
Best Influencer Marketing Campaigns – Part three
Best Influencer Marketing Campaigns – Part Two
Best Influencer Marketing Campaigns Part One
What is influencer marketing?
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