‘It’s Traditional Marketing Theory Fueled by Social Media’ 2019 State of Influencer Marketing Study Report
Influencer marketing has emerged as an important tactic by which a brand, agency or publisher works with individuals, or influencers, to drive brand messages to meet strategic goals. Driven by the surge of digital platforms, as well as branded content and native advertising programs, influencer marketing can provide an effective and compelling way to engage with consumers in more native and authentic ways.
Influencers are individuals who have the power to affect purchase decisions of others because of their authority, knowledge, position, or relationships. They have the potential to create engagement, drive conversations and sell products and services.
In an ever-changing social media landscape, it’s important to keep up with the latest channels and platforms. A total of 351 marketing teams and agencies participated in a survey in December 2018 led by Relatable, one of the biggest influencer marketing agencies. Here are some key findings:
First, Instagram is dominating the influencer marketing landscape with 9 of 10 (87.6%) respondents using the photo and story sharing platform to distribute their influencer generated content.
Second, Youtube might come in at third place (37.3%), but the effective cost and CPM rates (thus impact and ROI) for running campaigns with Youtubers are 3-4x higher compared to Instagram. This shows that the actual market size of influencer marketing on Youtube may be equal, if not bigger than, Instagram. Third, the major platforms are followed by Twitter (15%), LinkedIn (12%), with Pinterest and Podcasts coming at 6.6%. And Snapchat was replaced by Instagram stories.
Don’t forget your Linkedin followers! According to LinkedIn research, 61% of LinkedIn members who follow your organization are willing to be your brand ambassadors.
We’ve identified three main groups used by publishers:
Celebrities or individuals with a large number of followers, with an emphasis on a certain topic. Probably the most popular method of creating content that pairs a publication’s production team and distribution channels with an advertiser and influencer.
Publisher: Condé Nast / GQ Brand: Remy Martin Influencer: Angel Ramos Objective: Draw out themes of luxury and associate their narrative with Remy Martin
GQ used men’s fashion designer Angel Ramos, who has a 53,000+ Instagram followers to reach a target of fashionable and stylish men. This is relevant because it creates new ways to serve ad partners while promoting GQ to Angel’s audience.
Integrating the influencer and the brand in a way that feels organic and compelling should be a focus
Individuals with perhaps a smaller following but high influence amongst a set peer group. Commonly used as outside contributors to grow a publication digital footprint and serve ad partners.
Publisher: Times Inc / Fortune Brand: Chase Marriott Influencer: Nathan Fluellen Objective: Promote the Marriott Rewards Premier Business Credit Card from Chase to SMEs
Through a three-part video series with online travel expert Nathan Fluellen, the publication emphasized the business traveler’s mindset and journey while showcasing the card’s rewarding benefits.
Influencer marketing isn’t just for fashion or millennial publications, traditional organizations like the New York Times have become forward-thinking publishers in this area.
Publisher often have a wealth of talent inhouse. Their team members have multiple social platforms on which they can air their likes and dislikes and can help a brand develop from within the publication and through their personal profiles.
Publisher: Refinery 21 Brand: Under Armour Influencer: Lucie Fink Objective: To drive awareness of the Under Armour brand to lifestyle-minded consumers
Under Armour tapped Refinery 21’s producer Lucie Fink for a bespoke and exclusive 7-month long partnership to reach the publication’s audience. Lucie shared her fitness journey across her own and the Refinery 21’s digital channels while integrating Under Armour visually and thematically. Since launching this strategy, Refinery29 saw a 76% increase in ad buys, landing deals with brands like Walgreens and Google.
The blurring of lines between editorial and advertising can seem confusing but the people who work for publishers are often passionate about a topic area and have the ability to successfully engage audiences.
