social media & influencer marketing
social media & influencer marketing
- Social Media, Scale and Dominance
- Advertising and Social Media
- IM (Influencer Marketing)
- Brand Considerations for Influencer Partnerships
"Instagram is fashion.. You still can’t download a dress, but Instagram has rewired the industry, replacing print magazines as the primary way in which people discover fashion.
It's the foundation on which the industry has
built everything; from new labels to an
influencer economy worth $1.6 billion in 2018"
(Mediakix, 2018 via BOF)
Social Media, Scale and Dominance
-entertainment
-communication
-keep in touch with people
- fashion
- to stay updated
Social Media & Gen Z
- Part of the 'Gen Z' team if you're 24 & under
- Will make up 40% of the population by 2020
- Indirect buying power of over 1 Trillion
Dollars in the US alone
- Brands are competing for our attention
- Digital natives; connecting and consuming
- More aware, concious and critical than ever
- Access Instagram an av. of 16 times a day
Globally
- There are 40.7 million social media users in the UK aged 18 and over — equalling 80% of the total adult population
- Over 1 billion daily Instagram
users internationally
(SMW London, 2018 and YouGov Report, 2018)
- There are 40.7 million social media users in the UK aged 18 and over — equalling 80% of the total adult population
- Over 1 billion daily Instagram
users internationally
(SMW London, 2018 and YouGov Report, 2018)
In the UK
- More than one in five (22%) Britsuse Instagram daily
- 13% more likely to be a student
- 48% of people say they use the
Instagram app more now than a
year ago
- Buying decisions of Gen Z are
influenced by Instagram (48%)
and YouTube (50%)
(SMW London, 2018 and YouGov Report, 2018)
Advertising and Social Media
- More than one in five (22%) Britsuse Instagram daily
- 13% more likely to be a student
- 48% of people say they use the
Instagram app more now than a
year ago
- Buying decisions of Gen Z are
influenced by Instagram (48%)
and YouTube (50%)
(SMW London, 2018 and YouGov Report, 2018)
Overall..
- It's become essential to our daily lives
- It's allowed us to make better connections and collaborations - It allows for better buying decisions
- It allows for inspiration
But, it also allows for..
- A smarter audience, seeing what's 'real' and 'isn't real'
- A more critical outlook, and opens doors for 'toxic' self-comparisons - Us to live in the 'digital world' opposed to the 'real world'
- The fear of missing out and staying 'connected'.
- It's become essential to our daily lives
- It's allowed us to make better connections and collaborations - It allows for better buying decisions
- It allows for inspiration
But, it also allows for..
- A smarter audience, seeing what's 'real' and 'isn't real'
- A more critical outlook, and opens doors for 'toxic' self-comparisons - Us to live in the 'digital world' opposed to the 'real world'
- The fear of missing out and staying 'connected'.
Advertising and Social Media
Brands are
- Trying to create appropriate, authentic content which connects with the hearts and minds of their target consumers
- Compete against each other in a growing and crowded market
- Becoming aware of their consumers needs and desires; diversity, representation, empowerment, purpose
- Trying to create appropriate, authentic content which connects with the hearts and minds of their target consumers
- Compete against each other in a growing and crowded market
- Becoming aware of their consumers needs and desires; diversity, representation, empowerment, purpose
Brands use Social Media to
- Establish a SM presence across major platforms, including Facebook, YouTube and Twitter
- Create shareable content/ campaigns/competitions
- Gathering feedback/insights
- Create a 'loyal' customer base to
improve brand credibility
- Directly sell products
- Use 'Influencer Marketing'
- Share 'news'
Why use Instagram for Brand Advertising?
- Visual content is 40x more likely to get shared on social media than other types ofcontent
- Video content is 8x more likely to be engaged with than photo based content
- Top brands are seeing a per-follower engagement rate of 4.21%, which is 58 times higher than on Facebook, and 120 times
higher than on Twitter
(SMW London, 2018 and YouGov Report, 2018)
- Visual content is 40x more likely to get shared on social media than other types ofcontent
- Video content is 8x more likely to be engaged with than photo based content
- Top brands are seeing a per-follower engagement rate of 4.21%, which is 58 times higher than on Facebook, and 120 times
higher than on Twitter
(SMW London, 2018 and YouGov Report, 2018)
Why use Instagram for Brand Advertising?
- 90% of Instagram users are younger than 35
- 32% of teenagers consider Instagram to be the most important social
media network
- Female internet users are more likely to use Instagram than men, at
38% vs. 26%
- Posts tagged with another user (56%), or location (79%) have
significantly higher engagement rates
(SMW London, 2018 and YouGov Report, 2018)
- Instant access to 'Insights' monitoring engagement and reception, and can be monitored, tweaked and/or changed to alter performance
- 90% of Instagram users are younger than 35
- 32% of teenagers consider Instagram to be the most important social
media network
- Female internet users are more likely to use Instagram than men, at
38% vs. 26%
- Posts tagged with another user (56%), or location (79%) have
significantly higher engagement rates
(SMW London, 2018 and YouGov Report, 2018)
- Instant access to 'Insights' monitoring engagement and reception, and can be monitored, tweaked and/or changed to alter performance
Pros
- Easily target a larger/international audience
- Easy to measure interaction and engagement
- Consumers choose how they want to recieve their marketed content - Good for brand development
- Benefits its 'collaborators/influencers'
- Can be cost effective with a better ROI (Return on Investment)
Cons
- Crowded platforms/industry
IM (Influencer Marketing)
- Easily target a larger/international audience
- Easy to measure interaction and engagement
- Consumers choose how they want to recieve their marketed content - Good for brand development
- Benefits its 'collaborators/influencers'
- Can be cost effective with a better ROI (Return on Investment)
Cons
- Crowded platforms/industry
IM (Influencer Marketing)
How the Role of Influencers are changing
- Influencer marketing is no longer 'new'
- Tiers of Influencers continue to evolve and change
- Influencers are also 'content creators'
- Influence is a strategy, not a tactic
- Brands increase investment
- Increasing eye on guidelines, disclosure and legalities
- The viewer/consumer is becoming more 'savvy' and 'aware'
- Influencer marketing is no longer 'new'
- Tiers of Influencers continue to evolve and change
- Influencers are also 'content creators'
- Influence is a strategy, not a tactic
- Brands increase investment
- Increasing eye on guidelines, disclosure and legalities
- The viewer/consumer is becoming more 'savvy' and 'aware'
Influencer Marketing..
Focuses on targeting key industry leaders to drive brand messageand awareness to a specific market of consumers via Social Mediaplatforms.
IM represents a unique opportunity for advertisers to instruct, inspire and intrigue potential buyers regarding their products andthe benefits those products deliver through key 'content creators'.
Focuses on targeting key industry leaders to drive brand messageand awareness to a specific market of consumers via Social Mediaplatforms.
IM represents a unique opportunity for advertisers to instruct, inspire and intrigue potential buyers regarding their products andthe benefits those products deliver through key 'content creators'.
Influencer Tiers..
Different 'levels' of influencers have different levels of reach and respectively, different audiences.
In fashion circles, all different levels will be used in different ways,
by different brands, depending on needs and budget, for example.
How Brands measure sales from Influencer Marketing
- Affilate Links
- Promo Codes
- Measurable Insights - Impressions & Engagement
- Google Analytics/SEO (Search Engine Optimisation - Seach Terms) - Website/Blog 'Clicks'
- Measured Sales (Brand/Specific Products)/Sign-Ups
- Increase of Follows
- Reposted Content
Brands expect an increase in sales and increased impressions and/or engagement in return for Influencer Marketing.
Different 'levels' of influencers have different levels of reach and respectively, different audiences.
In fashion circles, all different levels will be used in different ways,
by different brands, depending on needs and budget, for example.
Influencer Marketing & Fashion
- Sponsored content (Posts, Stories, Videos, IG TV, YouTube Videos)
- Brand collaborations
- Brand led events and trips
- Reviews and blog posts (also
boosts brand SEO)
- 'Brand Ambassadorships'
- 'Gifted' content (Posts, Stories,
Videos, Blog Posts)
- In-store events/meet & greets
- Sponsored content (Posts, Stories, Videos, IG TV, YouTube Videos)
- Brand collaborations
- Brand led events and trips
- Reviews and blog posts (also
boosts brand SEO)
- 'Brand Ambassadorships'
- 'Gifted' content (Posts, Stories,
Videos, Blog Posts)
- In-store events/meet & greets
Different types of posts
-brand trips
-brand campaigns
-influencer collabs / edits
-sponsored videos
-sponsored post
-Sharing Influencer created content
Why Brands choose Influencer Marketing..
- 70% of millennials are influenced by their peers in buying decisions.
- 30% of consumers are likely to buy a product recommended by a
non-celebrity influencer.
- 39% of marketers were planning on increasing their Influencer
Marketing budgets in 2018.
- 70% of teenage YouTube subscribers said they relate more to
content creators than celebrities.
- 81% of consumers frequently purchase items they’ve seen on
social media.
- 70% of millennials are influenced by their peers in buying decisions.
- 30% of consumers are likely to buy a product recommended by a
non-celebrity influencer.
- 39% of marketers were planning on increasing their Influencer
Marketing budgets in 2018.
- 70% of teenage YouTube subscribers said they relate more to
content creators than celebrities.
- 81% of consumers frequently purchase items they’ve seen on
social media.
How Brands measure sales from Influencer Marketing
- Affilate Links
- Promo Codes
- Measurable Insights - Impressions & Engagement
- Google Analytics/SEO (Search Engine Optimisation - Seach Terms) - Website/Blog 'Clicks'
- Measured Sales (Brand/Specific Products)/Sign-Ups
- Increase of Follows
- Reposted Content
Brands expect an increase in sales and increased impressions and/or engagement in return for Influencer Marketing.
The importance of Insights
- Shows how well a page is performing - follows/views
- Shows engagement - likes/follows/viewa/saved or shared posts in
relation to a specific piece of content
- Website click-through
- Email click-through
- Makes comparisons between posts/influencers/pages visible
- Tracks page growth
- Gives information on best performing times of day for content to be shared, viewed and engaged with
- Shows how well a page is performing - follows/views
- Shows engagement - likes/follows/viewa/saved or shared posts in
relation to a specific piece of content
- Website click-through
- Email click-through
- Makes comparisons between posts/influencers/pages visible
- Tracks page growth
- Gives information on best performing times of day for content to be shared, viewed and engaged with
- Brand Considerations for Influencer Partnerships
What brands look at in Influencers
- Demographics of their Audience
- Engagement and Impressions of their content
- Aesthetic and Narrative of their posts/videos
- Sell-through of Products and/or Services
- Platforms of Use
- Scale and Location (Local, National, International) - Ethics and Beliefs
It's important to pair the right influencer, with the right brand and the right product, which in return is right for the target audience
- Demographics of their Audience
- Engagement and Impressions of their content
- Aesthetic and Narrative of their posts/videos
- Sell-through of Products and/or Services
- Platforms of Use
- Scale and Location (Local, National, International) - Ethics and Beliefs
It's important to pair the right influencer, with the right brand and the right product, which in return is right for the target audience
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Lecture notes and photos on blackboard:
https://shuspace.shu.ac.uk/bbcswebdav/pid-8291606-dt-content-rid-32249390_2/courses/55-401601-AF-20189/Week%2027%20%5BFM%26M%20-%20Social%20Media%20%26%20Influencer%20Marketing%5D.pdf
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