Influencer Marketing Is Under Attack: Six Reasons It Still Works

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Building a business on the periphery of platforms you don’t control is always fraught with risk. Add influencer marketing to the industries that didn’t exist pre-social media, and count it among those that have thrived on the backs of the social network infrastructure. In part because of this, and in part, because it’s a new form of endorsement marketing, lots of folks are challenging the premise of influencer marketing.

I’ve been working in influencer marketing since 2008, and my team and I have run over 150 such programs over the years. That gives me a unique perspective on what’s changed, what’s working and where the challenges are in influencer marketing.

Challenges With Influencer Marketing

Today, if all you read are headlines of the marketing trade publications, you could be excused for believing that influencer marketing is, at best, under attack and, at worst, a dubious marketing method. Consider: – Read more

 

How to make maximum use of micro-influencers

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The rise of social media influencers is undeniable.

Yet, what’s up with this surge in brands linking up with micro-influencers?

The rise in micro-influencers is interesting to note because it seems these scrappy, relatable personalities are beginning to capture the attention of brands big and small—and are driving results.

In fact, once Instagram followers exceed the magic 10,000 mark, engagement starts to flatten out. (Sorry, Selena Gomez.)

Is the hype deserved?

Not only are micro-influencers more accessible from a price standpoint (top influencer Bella Thorne said she gets $65,000 per post), they can drive higher engagement than influencers with wider audiences.

In addition to social media actions, they’re driving purchase decisions. A whopping 82 percent of consumers are more likely to take recommendations from micro-influencers than the general population.

This is largely because they’re an involved part of their community. With a smaller pool of fans, it’s easier for them to create individual relationships and regularly respond to comments. Accordingly, this makes their communities feel special and valued.

Just as people are more apt to value advice from a friend, micro-influencers feel like friends to their followers and are therefore more influential.

Also, many micro-influencers are laser-focused on the authenticity of their feeds. They won’t promote a product or service they don’t love, or at least haven’t tried. Fans appreciate their candor and respond in kind.

Erin Good, a food and fitness influencer with 17,000 Instagram followers, said: “I turn down collaborations that aren’t consistent with who I am. You’ll never see me post about beer because I don’t like it. I stay true to myself, and my fans appreciate that I keep it real and honest.” – Read more

Don’t Be Fooled by Fake Influencers, Here’s How to Spot them

 

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How Mediakix showed the world that one can turn into a brand-sponsored Instagram “Influencer” in under three months and what businesses can learn from it.

When looking at the online personas of Instagram influencers it’s easy to get caught up in the hype. They’re all gorgeous, fashionable, and incredibly well traveled-but are they? Mediakix latest social experiment proves how easy it is for businesses to unknowingly spend their social media marketing budget on social media figures who have no more influence than your grandmother who still thinks dial-up is a thing.

The Experiment
In as little as the last year, the Instagram influencer market has grown exponentially. It’s currently estimated at $1 billion and that amount could double by 2019. With so much money to be made digitally it’s no wonder that people are trying to jump on the influencer bandwagon by inflating their social media stats through paid services. The influencer marketing agency, Mediakix, started by creating two fake Instagram accounts: Calibeachgirl310, a fashion and lifestyle centered page, and wanderingggirl, which focused on travel and adventure photography.

For Calibeachgirl310 (aka. Alexa Rae) the company hired a local model and had a one-day beach photo shoot. Wanderingggirl was a bit more cost-effective, as her page was solely created from free stock images online. It took one day to gather enough content to create two realistic accounts, post daily, and begin to purchase followers. Although the company would not disclose which engagement purchasing sites they used, they did say that the ones they chose varied between $3–8 per 1,000 followers, $4–9 per 1,000 likes and an average of 12¢ per comment.

Within two months Calibeachgirl310 had garnered over 50,000 followers and wanderingggirl over 30,000. The company purchased between 500–2,500 likes and 10–50 comments for each photo and after it had built up enough of an “online presence” it went to work on securing brand sponsorships. After securing the necessary number of followers to sign up for an “influencer marketing platform” (around 10,000) the separate accounts applied for several campaigns daily. After applying for a “couple dozen” campaigns, the pages ended up with two brand sponsorships. Across both fake accounts, the company secured over $500 worth of monetary and product compensation within a few weeks of signing onto the platforms. – Read More

Why influencer marketing is even more vital for B2B Marketers

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Social media influencers have become a centerpiece of business-to-consumer (B2C) marketing strategies, but as its popularity grows, business-to-business (B2B) brands are starting to follow suit.

A recent study found that 75% of marketers are utilizing influencer marketing, 43% of whom plan to increase their spending in the next year. Of those who are yet to engage with influencers, 27% intend to do so in the next year. At the same time, however, a 2017 survey found that only 15% of B2B companies are running influencer marketing programs.

In spite of this significant imbalance, B2B marketers are increasingly looking to incorporate influencers into their strategies. Before they can successfully do so, however, they first must understand how the purpose, approach, and ultimate outcome of influencer marketing is unique to their domain.

Influencer marketing for consumer products typically requires marketers to identify social media users with large audiences that align with their target market and engage them in an advertising campaign using an influencer marketing platform. Marketers then work with influencers to explore unique and engaging ways to showcase the brand to that audience.

B2B influencer marketing, however, isn’t as straightforward. After all, you can’t ask an influencer to take a selfie with your SaaS platform and post it to Instagram, or give away a free vacation to your data center on Facebook. Even if you did, it’s likely that you’ve got more than one decision-maker to win over, and they probably aren’t going to click on a link to a product they see for the first time on social media and make a purchase right then and there. – Read More

10 Ways Content from Influencers Helps Your Business Grow

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Influencers can reach thousands of people without having to use a massive marketing campaign.

No matter what marketers do, there is still no form of marketing that rivals the effectiveness of good old word of mouth marketing. These days, with the increased rate of ad blocking, this tried-and-tested, old-school strategy is even more essential. In recent years, word-of-mouth marketing has evolved and influencers are now in the picture.

Influencers are your brand’s best advocates. They are social media users who have established credibility in a particular category. Influencers have the power to affect consumer purchasing decisions with their authority as opinion leaders.

Influencers typically have a large number of followers who read their content often and are influenced very subtly by it. That is why leveraging influencer-generated content to promote your brand can help your business grow quickly.

Let’s take a look at 10 of the best ways influencer-generated content helps grow your business. – Read

What Makes Influencer Marketing Platforms So Exciting?

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What is Influencer Marketing?

Jennifer Polk who is a research director for marketing leaders at Gartner states that Influencer Marketing is a core component of Social Marketing. It is a powerful tool to mold the audience’s beliefs and behaviors towards brands.

An Influencer is an individual who is famous and has has a large social media following. Essentially, brands engage influencers to market products for a targeted audience set.

‘Influencer Marketing’ as a term is coined exclusively when marketing is implemented on digital mediums.

Involving key people in marketing campaigns took roots from the late 18th Century with the pope endorsing patented medication.

Today, Influencer Marketing has evolved. 67% of Marcomm professionals want their content promotion to happen through influencers. – Read

Infographic: Influencers Are Bigger Than Ever, and They’re Just Getting Started

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Almost 80% plan to create more branded content

Influencer marketing & measurement: Three things to consider

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The cost of influencer or talent-led marketing has increased in the past few years.

Research suggests influencers with three to seven million followers on Instagram can easily charge $75,000 for a single post.

This, coupled with the growing subtlety of strategy – whereby authenticity is taking precedence over reach – means that a more considered approach to measurement is recommended.

Celebrity Intelligence’s ‘Unlocking Influence’ report delves into this in much more detail, but in the meantime, here are a just a few things to consider when measuring the success of campaigns. – Read

10 Influencer Marketing Strategies You Should Know

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Before buying anything, consumers are increasingly turning to blog reviews and/or social media these days. 

And given the prevalence of online platforms, influencer marketing has become a much bigger factor to consider. It’s now one of the fastest methods of acquiring customers online – did you know that tweets from influencers and brands combined can increase purchase intent by 5.2x?

However, getting stellar results from your influencer campaigns requires effective planning, and an understanding of how, exactly, to activate these influential voices to advocate on your behalf.

To help with this, the team at Grin have put together this infographic of ten influencer marketing strategies you should consider to help elevate your branding efforts. – Read

The mighty power of the micro-influencer: Going beyond the generic brand ambassadors

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There’s little doubt that influencer marketing is now a bona fide part of the marketing mix. A recent study by Affilinet found that UK consumers aged between 18 – 30 were five times more likely to purchase something promoted or reviewed by an influencer or a brand ambassador. It is the ability to bring authenticity to sponsored posts which has seen brands generate success from their influencer marketing campaigns.

As influencers become more prolific, and their audiences grow, so too do the fees they charge. Yes, that means a product or service potentially gets seen by more people, however marketers also need to take into account just how engaged and connected this larger following is. Is it possible for influencers with millions of followers to continually produce content that is relevant for and engages every single follower? – Read