Instagram is typically the first platform that comes to mind when people think about when finding top notch influencers. Try branching out this year and capitalizing on influencers across Facebook , Twitter, Pinterest , Snapchat, and YouTube.
Go wherever your target audience is active, and capitalize on the fact that influencers on platforms other than Instagram are likely more approachable and cost-effective for the time being. Brands, in turn, will also want to specialize, which means tapping into micro-influencers who can cater to specific niches and market segments. The sweet spot for maximum engagement is to find an influencer who has between 10kk followers. Utilizing a tool like Voila Norbert allows you to easily upload your list of influencers, and get all of their contact info at once.
After you have your rock-solid list of influencers and their contact info, then you can kick off your outreach strategy. One of the quickest wins for influencer outreach is leveraging an automation tool like Mailshake , where you can send bulk emails to influencers using proven templates. A study conducted by TapInfluence and Altimeter determined that inadequate compensation is the biggest mistake brands are making when it comes to influencer marketing.
Some influencers are perfectly happy with receiving gifts or free and exclusive products they can showcase on their platform. Others prefer to work on an affiliate basis , receiving a commission for any products or services sold from their referrals. Buffer created the following graphic to showcase a typical pricing structure via Instagram, YouTube, and Snapchat:.
When researching a purchase decision, 4 out of 5 millennials go to video content.
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While video content is growing, brands are pulling their advertising dollars out of YouTube at record numbers , mainly because they have no control over when or where their ads are shown. Without that creative control, brands are switching from the traditional video ads that interrupt YouTube videos, to influencers who talk about their products in the video content. Some notable examples of this in action are product teaser campaigns, unboxing videos, and exclusive reviews from key influencers, all of which serve to create buzz early on and help crush sales goals for the initial product release.
Imagine the kind of impact that could have on your marketing plan over the next years as those teenagers enter the job market and become your primary target audience.
The New Influencers: A Marketer’s Guide to the New Social Media - Paul Gillin - Google книги
Social media video marketing has huge opportunity. Instagram has live stories and recently launched Instagram TV IGTV , which is essentially a channel for popular Instagram influencers to stream longer content to their massive followings.
Disclosing relationships has caused a major disruption in the industry since the FTC sent out letters in April , officially warning brands and influencers to more clearly disclose their working relationships. With the government setting a cautionary tone and hinting at a possible crackdown, major brands and marketing platforms are putting in the extra effort to disclose paid partnerships and sponsorships. As Magdalena Urbaniak of Brand24 advises,. One of the easiest ways to disclose the fact that influencers are being compensated to promote your brand is to have them put sponsored, ad, or [brand name] partner in their post.
Consumers were sick and tired of traditional advertising clogging up magazines, radio, TV, and billboards. Then, with the dot. With that in mind, the influencer you choose to partner with has to have the right balance of non-commissioned content and commissioned content. Otherwise, the trust factor fades and with it, their followers and influence.
As David Zheng of Buildfire says,. Like many other big name brands, Bigelow Tea is in the fight to retain customers and hold its brand position in this highly dynamic marketing mix that has become the new standard. With craft tea and coffee houses on every corner and the rise of social media marketing, Bigelow decided it needed to differentiate and adapt to the times. To do that, the company chose influencer marketing as its mechanism and reached out to lifestyle bloggers to promote the benefits of tea, healthy living, and of course, Bigelow tea bags.
Bigelow Tea successfully leveraged the power of influencers to net more sales, and along the way acquired the trust of a blooming millennial audience. Marketers need to understand, accept, and participate in this new world. They really have no choice. The tools used to reach their customers for the last 50 years print media, television, and radio are becoming less and less effective. The forces of change that have been set in motion are dramatic and irreversible. The worlds of media and marketing are being transformed and savvy marketers will be ready for it.
Paul Gillin's The New Influencers explores these forces, who these new influencers are, their goals and motivations, and takes a look at the changes they have initiated. Gillin shows marketers how to deal with the changes social media is creating in their customer bases and how to begin to engage with the influencers. Also in This Series. Citation formats are based on standards as of July Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy.
More Like This. More Copies In Prospector. Loading Prospector Copies Table of Contents. Foreword Influencer profile - the gadget king - 4. Measures of influence Loading Excerpt LC Subjects. Customer relations. Interactive marketing. Marketing -- Blogs. Social media -- Economic aspects.
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