Influencers are revving up marketing campaigns’ engines in new and connective ways

Just look at Glossier, the skin care and makeup line that built its entire brand by engaging with everyday influencers on social media — no traditional marketing necessary. But let's dig deeper. While influencers can play a part in successful marketing campaigns, it is not only the influencers with the largest social followings who get the job done.

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It’s common to think that more followers mean more opportunities for exposure, but research shows the opposite to be true, favoring micro-influencers with smaller followings instead. Think about it — the lower influencer-to-followers ratio allows the influencer to give more…

What is influencer marketing and how can it benefit your company?

Back in October, Onalytica published a white paper appropriately named ‘The Definitive Practical Guide to Influencer Relationship Management’. The white paper defines what influencer relationship management is and practically, how you can make it work. Influencer marketing is often mistaken for what we refer to as influencer advertising; paying high-profile individuals with a large following for product placements and social media mentions. As the title of the white paper suggests, we view true influencer marketing as a relationship building exercise. In this post, we’re going to take you through exactly what influencer marketing is and why every brand should be doing it. We’ve even got an infographic visually summarising all of the glorious information below.

Let’s elaborate - what is influencer marketing?

As we’ve already touched on briefly, the influencer industry is…

Working with large numbers of smaller influencers is a logistical challenge, and requires the right set of tools

How would you like to recruit an army of influential people -- each with hundreds or even thousands of loyal followers -- to promote your brand? If this sounds good to you, then you understand the rising popularity of micro-influencer marketing. Micro-influencers can sway opinions, there are millions of them, and many are already eager to work with brands. In fact, you likely already have micro-influencers among your brand’s customer and fan base. Ready? Not so fast. In order to get results with micro-influencer marketing, you need to scale your campaign across hundreds, even thousands of influencers (depending on your needs). These are real people, not ad units, and there’s no simple way to automate the process of getting these individual influencers to promote you, let alone handle logistics like negotiation, content creation, and payments.…

Amazon taps into influencer marketing using product recommendations

Brands introducing influencer marketing into their marketing strategy has seen a massive increase in 2017. It has been reported that 70% of marketers agree that creating ongoing ambassadorship is the most effective influencer marketing strategy. In 2017, 82% percent of brands were expected to spend more on video influencer content and increase their spend by 48%.

Amazon is one of the many brands who has seen the benefits of using influencers to increase revenue. In March this year, Amazon’s Influencer Program was launched allowing social media influencers to earn commissions on Amazon products they promote. Last week Amazon also announced they will be accepting sign-ups from YouTube influencers. They have introduced a self-service tool for YouTube stars that lets them request to join the program.

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New report download - the Definitive Practical Guide to Influencer Relationship Management

Influencer marketing has grown in importance in recent years as the popularity of content marketing has grown. Influencer marketing is an exciting strategy with “84% of marketers worldwide saying they would launch at least one influencer campaign within the next 12 months” according to eMarketer For the lack of a better analogy, if influencer marketing were to take human form, it would be an awkward just post-pubescent teenager. It’s growing up yet not quite mature; it’s gaining a voice but isn’t always taken seriously. But teenagers do eventually mature, they just need some guidance along the way. The exact same goes for influencer marketing.

What is influencer marketing?

You'll know that influencer marketing is not a new concept. Word-of-mouth, social influence, PR and Public Affairs are all closely related. Influencer marketing has many different definitions and forms as you would expect in such…

How to grow your brand with an ambassador program

Word-of-mouth marketing remains one of the most effective tools at a company’s disposal; 74 percent of consumers identify word of mouth as one of their top points of influence. Rather than hoping word-of-mouth marketing occurs organically, many companies are taking matters into their own hands by creating brand ambassador programs. A brand ambassador program takes advantage of the passion of your most enthusiastic fans. By giving them exclusive benefits and the autonomy to carry your message to consumers, you can create a word-of-mouth marketing campaign that thrives for years to come.

Successful Brand Ambassador Programs

Lululemon

Lululemon does more than sell athletic gear. The company’s target audience is youthful, active, vibrant and hip, and its brand ambassador program reflects this. Lululemon’s brand ambassadors have the kind of lifestyle the company encourages, and they do so in a public way. In return, Lululemon rewards…

Why influencer marketing will go from strength to strength this year

If you thought influencer marketing was big in 2016, you thought wrong. At its core, Influencer Marketing is about to explode this year. This year, marketers are doubling down on their influencer marketing efforts, increasing their budgets to include the tactic as a strategic piece of their overall marketing mix. With newer types of marketing methods being introduced each day, influencer marketing is likely to stay in the limelight. A recent survey has it that around 84% marketers have at least one influencer marketing campaign planned for 2017. Simply put, the Influencer marketing is a type of marketing that focuses on using key leaders to drive their brand’s message to the larger market segment. In other words, it helps you concentrate on the central figures in marketing rather than focusing on marketing as a niche. These key leaders can be…

Chart of the day: 71% of luxury brands measure influencer success through web traffic

In recent years, using influencers to market products has become a core part of most brands marketing strategy. But now it has become a key strategy for some of the world's biggest luxury brands. The struggle for many luxury brands is being able to measure their return on investment, as it is hard to single its success down to just one influencer or product. One study asked both luxury and non-luxury brands how they measure the success of a campaign where influencers have been used as part of the strategy. 62% of luxury brands said that revenue generation is an important measure of success, whereas only 44% of non-luxury brands place value on revenue. For luxury brands 79% measure the success of influencer collaborations through web traffic generated. Although it is difficult to fully understand what impact influencers have, brands can measure many…

Your influencers need to be able to effectively represent your brand

Influencer marketing is more than a passing craze for brands. According to a recent eMarketer survey, 84 percent of marketers said they have an influencer campaign in the works that would launch within a year. When utilized correctly, influencers can help companies achieve immense returns without heavy startup investments. For every dollar companies spend on influencer marketing, they see $6.50 in revenue, according to another recent poll conducted by Tomoson. That doesn’t mean brands can simply throw money at an influencer, sit back, and watch the profits pile up, though. To execute a successful influencer marketing strategy, you have to understand how to identify effective influencers and make the most of their talents.

What Makes a Good Influencer?

When brands think about partnering with influencers, they usually think about macro influencers — big celebrities with millions of followers — not those micro influencers who have 10,000…

Launching a brand 'Snapchat Takeover'

Snapchat now has over 130 million daily active users and is growing rapidly. Snapchat is popular with users of 20s and under, so potentially, it's a great way to reach younger consumers as it's offering grows more mature. Top influencers on Snapchat are able to get 300,000-400,000 views on a post on their story.

What is a Snapchat takeover?

A Snapchat takeover allows a brand to reach a large larger audience than would otherwise be possible. It works by a brand letting a popular 'Snapchatter' or other social media influencer/celebrity take over their branded Snapchat for a day or just a few hours. During this time the During this time, the influencer directs their followers to watch their takeover on the Brand's Snapchat, thus referring a large volume of traffic. It's a novel tactic and has proven effective for the big name brands that have tried it, like McDonalds, Disney…