Influencer Marketing: Why it Works Despite the Pandemic
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Find out what Influencer Marketing is, how it works and why Influencer Marketing still works despite the pandemic.
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Influencer Marketing: Why it Works Despite the Pandemic
- 1. Digital You Can Trust | INFLUENCER MARKETING: WHY IT WORKS DESPITE THE PANDEMIC
- 2. Digital You Can Trust | Influencer Marketing: Why It Works Despite the Pandemic
- 3. Digital You Can Trust | I’ve been in the advertising industry for 7 years with background in Digital Marketing, Influencer Marketing, Strategy Dev, and Sales. I originally wanted to be a Surgeon, but maybe in another life. Outside of work, you will find me in the kitchen - cooking something for my family and friends, or at the beach - basking in the sun, or my room - watching medical-related and crime documentaries. Ania Account Manager
- 4. Digital You Can Trust | Did You Know? Source: Digital Information World
- 5. Digital You Can Trust | What is Influencer Marketing and how it works?
- 6. Digital You Can Trust | Influencer Marketing “a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.” - TapInfluence.com “a type of social media marketing that uses endorsements and product mentions from influencers–individuals who have a dedicated social following and are viewed as experts within their niche.” - SproutSocial.com It is a type of social media marketing where brands partner with individuals (influencers) to influence a (specific) audience.
- 7. Digital You Can Trust | Influencers “A person who is paid by a company to show and describe its products and services on social media, encouraging other people to buy them” - Cambridge Dictionary YOUTUBER KOL VLOGGER TIKTOKER
- 8. Digital You Can Trust | Influencers: How It Works? Image Source: getcarro.com
- 9. Digital You Can Trust | Influencer Tiers vs Sales Funnel Image Source: Izea.com MEGA MACRO MID-TIER MICRO NANO Largest impact, highest reach, many avenues to connect with the market Largest impact, highest reach, many avenues to connect with the market Trendsetters, leaders, has several platforms - they can share the content on multiple platforms Niche market, relatable content, specific interest, good engagement number Sales Funnel Diagram: mention.com
- 10. Digital You Can Trust | Why are brands using Influencer Marketing?
- 11. Digital You Can Trust | Influencer Marketing and Brands Awareness Reputation Content
- 12. Digital You Can Trust | What happened to brands and Influencer Marketing when the pandemic struck?
- 13. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | Influencer Marketing and the Pandemic Covid-19 changed the way brands think and interact with their consumers; they had to think outside the box and adjust the marketing plans to navigate the restrictions.
- 14. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | Influencer Marketing and the Pandemic In an article by Forbes, global ad spend declined 4.2% in 2020, while digital spend grew by 8%. According to the Ad Exchanger, digital media accounted for 59% of all global ad spend in 2020. The numbers suggest that many turned to social media influencers and digital content during the pandemic.
- 15. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | Influencer Marketing and the Pandemic Covid-19 increased the use of influencer marketing: ● Increasing Content Consumption ○ Online consumption increased to nearly 7 hours daily; it doubled in 2020. ○ Active social media users rose by 12.3% in 2020. ● Reallocating Advertising and Media Budget ○ In a report by Advertisers Perception, throughout the second half of 2020, 32% increased spending on branded content and 25% spent more to back influencers.
- 16. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | Influencer Marketing and the Pandemic Covid-19 increased the use of influencer marketing: ● Reallocating Advertising and Media Budget Source: Advertiser Perceptions
- 17. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | Influencer Marketing and the Pandemic Covid-19 increased the use of influencer marketing: ● Filling Content Void ○ Influencers can safely create and produce content at home. ● Finding Alternative Paths to Purchasing ○ Influencers played a role in promoting online shopping and services. 88.9% of influencers actively seek ways to help small businesses.
- 18. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | Influencer Marketing and the Pandemic Covid-19 increased the use of influencer marketing: ● Creating Authentic Content in an Abnormal Time ○ Brands tapped Influencers for their authenticity and relationship they have with their followers. ● Giving Rise to Micro-influencers ○ Research shows that 90% of consumers trust micro-influencers more than traditional ads and celebrity endorsements.
- 19. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | Influencer Marketing and the Pandemic Covid-19 increased the use of influencer marketing: ● Introducing TikTok to the mainstream ○ It was the second most downloaded app in 2020, and brands were quick to jump on this new platform as it can generate awareness, loyalty, increase sales, drive revenue, and lead generation.
- 20. Digital You Can Trust | How did brands utilize Influencer Marketing?
- 21. Digital You Can Trust | How did brands utilize Influencer Marketing? Source: Advertiser Perceptions
- 22. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | Influencer Videos as Media Ads ○ Good view-through and click-through rates ○ Best Creatives
- 23. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | Generate /Increase Visits, Referrals, Registration and Downloads ○ Custom tracking links ○ UTM Tags ○ Dedicated Landing Pages
- 24. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | Generate Sales ○ Coupon/Promo Codes ○ Affiliate Links ○ Google Analytics
- 25. Digital You Can Trust | What’s Next?
- 26. DIGITAL MARKETING & ANALYTICS | Digital You Can Trust | What’s Next? ● Surge of investment into business tools for influencers and brands. ● Drive online sales and seamless shopping through social commerce. ● Focus on measuring sales and conversions; data-driven approach. ● Tools with more integrations into apps will lead the industry.
- 27. Digital You Can Trust | Influencer Marketing is constantly changing. Brands and marketers need to be agile in responding to these changes and the changes in consumers’ behavior. In being agile, they also need to be strategic and smart in knowing what to do, how to integrate it into the total marketing plan, how to measure success, and most importantly, they need to put the consumers not just at the heart of everything, but bring them on the journey.
- 28. Digital You Can Trust | Thank you!
Hinweis der Redaktion
- Sources: https://dictionary.cambridge.org/us/dictionary/english/influencer
- Sources: https://dictionary.cambridge.org/us/dictionary/english/influencer Sources https://www.theeword.co.uk/blog/what-is-influencer-marketing-and-how-does-it-work/ https://www.tapinfluence.com/blog-what-is-influencer-marketing/ https://sproutsocial.com/insights/influencer-marketing/ https://blog.hootsuite.com/influencer-marketing/
- Sources: RythmInfluence - https://www.rhythminfluence.com/blog/the-benefits-pitfalls-and-differences-of-influencer-marketing-tiers-from-micro-to-celeb MediaKix.com - https://mediakix.com/influencer-marketing-resources/influencer-tiers/ Tellscore - https://th.tellscore.com/en/Blog/Detail/ThePyramidofInfluence Influencer Tiers is important in brand’s goals.
- Sources: https://grin.co/blog/5-common-objectives-to-guide-your-influencer-marketing-program/ https://dictionary.cambridge.org/us/dictionary/english/influencer
- Sources: https://hurrdatmarketing.com/digital-marketing-news/how-covid-19-increased-influencer-marketing/ https://www.adexchanger.com/research/digital-buoys-global-ad-spend-big-time-during-the-pandemic/ https://www.forbes.com/sites/bradadgate/2020/12/14/ad-agency-forecast-expect-the-advertising-market-to-rebound-in-2021/?sh=3afd35586adb
- Sources: https://hurrdatmarketing.com/digital-marketing-news/how-covid-19-increased-influencer-marketing/ https://www.adexchanger.com/research/digital-buoys-global-ad-spend-big-time-during-the-pandemic/ https://www.forbes.com/sites/bradadgate/2020/12/14/ad-agency-forecast-expect-the-advertising-market-to-rebound-in-2021/?sh=3afd35586adb
- Sources: https://hurrdatmarketing.com/digital-marketing-news/how-covid-19-increased-influencer-marketing/ https://www.advertiserperceptions.com/new-report-pandemic-boosted-importance-of-branded-content-and-influencer-marketing/ They’re now putting 20% of their digital budgets into the complementary practices, which is more than they put into any other digital channel (paid search is 14%, display 13%, paid social 12%, digital video 12%). Increasing Content Consumption Since everyone spent more time indoors because of the government and health protocols, online consumption increased to nearly 7 hours daily; it doubled in 2020. The number of active social media users rose by 12.3% in 2020. Reallocating Advertising and Media Budget With everyone spending more time online, brands had to adjust their marketing strategies and budgets to reach the consumers. In a report by Advertisers Perception, throughout the second half of 2020, 32% increased spending on branded content and 25% spent more to back influencers.
- Sources: https://hurrdatmarketing.com/digital-marketing-news/how-covid-19-increased-influencer-marketing/ https://www.advertiserperceptions.com/new-report-pandemic-boosted-importance-of-branded-content-and-influencer-marketing/ Given the sensitivity of the situation everyone is in, the brand and marketers used and sees influencer marketing to humanize the brand. Branded Content and influencer marketing are flexible in terms of the use and strategies they can implement - they can generate awareness, drive traffic, sales/conversions and usage.
- https://www.cnbc.com/2020/07/06/shoppers-across-the-country-are-retreating-again-as-coronavirus-cases-surge.html?utm_source=Triggermail&utm_medium=email&utm_campaign=Post%20Blast%20bii-payments-and-commerce:%20Sliding%20foot%20traffic%20threatens%20US%20retail%27s%20recovery%20%7C%20US%20bill%20would%20require%20cash%20acceptance%20%7C%20Remittances%20to%20Mexico%20picked%20up%20amid%20pandemic&utm_term=BII%20List%20PayCom%20ALL https://influencermarketinghub.com/coronavirus-marketing-ad-spend-report/ https://hurrdatmarketing.com/digital-marketing-news/how-covid-19-increased-influencer-marketing/ https://www.forbes.com/sites/johnscottlewinski/2020/04/05/social-media-influencers-weigh-in-on-coronavirus-trends-with-new-survey/?sh=319df8b16aec Filling Content Void With the restrictions brought about by the pandemic, brands had to cancel or at least postpone the traditional campaigns. They had to look for other ways to produce content which led them to influencer marketing. Influencers can safely create and produce content at home. It is cost efficient because (1) they don’t need an agency and production team to produce the content (2) Influencers can create and produce content safely at home. Strategic - using influencers according to their campaign objectives Finding Alternative Paths to Purchasing In article b y CNBC.com. the foot traffic decreased by 82.6% in the US last April. Meanwhile over two-thirds of shoppers in the US said that they shopped online more than they did pre-covid 19. - Influencer Marketing Hub Influencers played a role in promoting online shopping and services. 88.9% of influencers actively seek ways to help small businesses.
- ources: https://hurrdatmarketing.com/digital-marketing-news/how-covid-19-increased-influencer-marketing/ https://www.advertiserperceptions.com/new-report-pandemic-boosted-importance-of-branded-content-and-influencer-marketing/ https://maverrik.io/blog/how-tiktok-can-increase-your-sales/ https://www.practicalecommerce.com/4-ways-to-drive-product-sales-from-tiktok https://clipchamp.com/en/blog/tiktok-sales-targeted-lead-generation/ https://www.thebridgecorp.com/increase-sales-on-tiktok/ Creating Authentic Content in an Abnormal Time Influencers and brands had to re-think the content they produce to be sensitive, relatable, and provide a sense of normalcy to the consumers. Brands tapped Influencers for their authenticity and relationship they have with their followers. (Apart from humanizing the brand, it builds trust amongst the audience.) Going back to our influencer tiering, brands partnered with influencers according to their niche or interest and audience. In that manner, it is easier for the brand to produce content because they know it will be relevant to the target audience. They rely on influencers’ knowledge on how they can best relate to their followers. In partnering with influencers, brands also humanize themselves as it builds trust among the audience. Giving Rise to Micro-influencers Micro-influencers having a niche and targeted audience are ideal for sales-focused KPIs. Research shows that 90% of consumers trust micro-influencers more than traditional ads and celebrity endorsements.
- Sources: https://hurrdatmarketing.com/digital-marketing-news/how-covid-19-increased-influencer-marketing/ https://www.advertiserperceptions.com/new-report-pandemic-boosted-importance-of-branded-content-and-influencer-marketing/ https://maverrik.io/blog/how-tiktok-can-increase-your-sales/ https://www.practicalecommerce.com/4-ways-to-drive-product-sales-from-tiktok https://clipchamp.com/en/blog/tiktok-sales-targeted-lead-generation/ https://www.thebridgecorp.com/increase-sales-on-tiktok/ Introducing TikTok to the mainstream A new platform emerged during the pandemic, TikTok. It was the second most downloaded app in 2020, and brands were quick to jump on this new platform as it can generate awareness, loyalty, increase sales, drive revenue, and lead generation.
- Source: Forbes: 12 Methods To Accurately Measure The ROI Of Influencer Marketing - https://www.forbes.com/sites/forbesagencycouncil/2021/05/12/12-methods-to-accurately-measure-the-roi-of-influencer-marketing/?sh=684505351a01 SocialMediaWeek - https://socialmediaweek.org/blog/2020/01/4-best-ways-to-measure-influencer-marketing-campaigns/ AgencyAnalytics - https://agencyanalytics.com/blog/influencer-marketing-analytics Reac/Discover New Target Customers Increase product Consideration Drive Sales
- Source: Forbes: 12 Methods To Accurately Measure The ROI Of Influencer Marketing - https://www.forbes.com/sites/forbesagencycouncil/2021/05/12/12-methods-to-accurately-measure-the-roi-of-influencer-marketing/?sh=684505351a01 SocialMediaWeek - https://socialmediaweek.org/blog/2020/01/4-best-ways-to-measure-influencer-marketing-campaigns/ AgencyAnalytics - https://agencyanalytics.com/blog/influencer-marketing-analytics Use Influencer Videos As Social Media Ads When setting up influencer marketing, make sure you have the rights to show their videos as ads on social media. These videos often have fantastic view-through and click-through rates because they don’t feel like ads, and because people trust them. In terms of ROI, these types of ads will usually outperform even some of the very best creatives.
- Source: Forbes: 12 Methods To Accurately Measure The ROI Of Influencer Marketing - https://www.forbes.com/sites/forbesagencycouncil/2021/05/12/12-methods-to-accurately-measure-the-roi-of-influencer-marketing/?sh=684505351a01 SocialMediaWeek - https://socialmediaweek.org/blog/2020/01/4-best-ways-to-measure-influencer-marketing-campaigns/ AgencyAnalytics - https://agencyanalytics.com/blog/influencer-marketing-analytics https://www.unboxsocial.com/blog/influencer-marketing-success/ https://www.forbes.com/sites/forbesagencycouncil/2020/06/04/11-ways-to-measure-influencer-marketing-roi/?sh=4dfc174d2c75 1. Custom Tracking Links It's crucial to create custom tracking links for each influencer you'll work with -- this way, your company will be able to analyze the performance of every single influencer involved in a campaign and calculate metrics such as CPC (cost-per click) 2. Use UTM tags If you’re providing any type of website link for your influencer to promote, make sure to add UTM tags to the link. That way, you can track page visits and conversions on Google Analytics or any marketing automation software that you use. 3. Create a specific landing page Whether it’s for a particular product or piece of content, provide your influencer with a link to a landing page created for the sole purpose of tracking their campaign.
- Source: Forbes: 12 Methods To Accurately Measure The ROI Of Influencer Marketing - https://www.forbes.com/sites/forbesagencycouncil/2021/05/12/12-methods-to-accurately-measure-the-roi-of-influencer-marketing/?sh=684505351a01 SocialMediaWeek - https://socialmediaweek.org/blog/2020/01/4-best-ways-to-measure-influencer-marketing-campaigns/ AgencyAnalytics - https://agencyanalytics.com/blog/influencer-marketing-analytics https://www.convinceandconvert.com/influencer-marketing/measure-influencer-marketing-roi/ Promo Codes Custom promo codes allow you to track the impact of your influencer campaign beyond immediate sales. As mentioned above, not all consumers will make a purchase immediately upon seeing an influencer’s post, even if the content ultimately inspires their buying decision. In this sense, affiliate links only reveal part of your ROI. Promo codes help you track “down the line” purchases spurred by influencer marketing. Most e-commerce sites like Shopify or WooCommerce will allow you to generate promo codes easily that you can provide to your influencers Affiliate Links Combining your influencer marketing campaign with affiliate marketing is one of the simplest ways to track your ROI in terms of dollars earned directly through influencers. Generating a unique affiliate link for an influencer allows you to track online sales made through their social channels and blog posts. Influencers typically receive commission from these sales. These links will also provide data around the number of clicks to the brand’s website, the number of sales, and the average order value for those sales. Google Analytics Google Analytics is another incredibly powerful tool for tracking online sales. By setting up an “Event” goal, you can see which of your online customers visited your e-commerce site from an influencer’s blog or social channel, giving you a reliable assessment of ROI on e-commerce sales. Working with an Influencer Marketing platform like Shopping Links, you can also see this important metric in the overall results. Our results page also shows you how many people visited a blogger’s website while they were promoting your brand.
- Source: Forbes: 12 Methods To Accurately Measure The ROI Of Influencer Marketing - https://www.forbes.com/sites/forbesagencycouncil/2021/05/12/12-methods-to-accurately-measure-the-roi-of-influencer-marketing/?sh=684505351a01 SocialMediaWeek - https://socialmediaweek.org/blog/2020/01/4-best-ways-to-measure-influencer-marketing-campaigns/ AgencyAnalytics - https://agencyanalytics.com/blog/influencer-marketing-analytics https://www.convinceandconvert.com/influencer-marketing/measure-influencer-marketing-roi/ Promo Codes Custom promo codes allow you to track the impact of your influencer campaign beyond immediate sales. As mentioned above, not all consumers will make a purchase immediately upon seeing an influencer’s post, even if the content ultimately inspires their buying decision. In this sense, affiliate links only reveal part of your ROI. Promo codes help you track “down the line” purchases spurred by influencer marketing. Most e-commerce sites like Shopify or WooCommerce will allow you to generate promo codes easily that you can provide to your influencers Affiliate Links Combining your influencer marketing campaign with affiliate marketing is one of the simplest ways to track your ROI in terms of dollars earned directly through influencers. Generating a unique affiliate link for an influencer allows you to track online sales made through their social channels and blog posts. Influencers typically receive commission from these sales. These links will also provide data around the number of clicks to the brand’s website, the number of sales, and the average order value for those sales. Google Analytics Google Analytics is another incredibly powerful tool for tracking online sales. By setting up an “Event” goal, you can see which of your online customers visited your e-commerce site from an influencer’s blog or social channel, giving you a reliable assessment of ROI on e-commerce sales. Working with an Influencer Marketing platform like Shopping Links, you can also see this important metric in the overall results. Our results page also shows you how many people visited a blogger’s website while they were promoting your brand.