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UNDERSTAND TODAY. SHAPE TOMORROW.
LHBS // INFLUENCERS NOW
1
THE CURRENT STATE OF
INFLUENCER MARKETING
INFLUENCERS
NOW.
the...
ABOUT.
At LHBS, we believe in continuously observing and learning from
what’s happing in the market.
We’ve created our Sna...
UNDERSTAND TODAY. SHAPE TOMORROW.
INTRODU
CTION.
Ways of communicating have always evolved, only now they’re
arriving fast...
CONTENT.
UNDERSTAND TODAY. SHAPE TOMORROW.
Which platforms do influencers
use? How are platforms
changing along with the
in...
CHAPTER ONE
Who are they?
Who are influencers? How powerful they are and what’s their job to be done?
5UNDERSTAND TODAY. S...
UNDERSTAND TODAY. SHAPE TOMORROW. 6
Who is an influencer?
An influencer is someone who has our trust and who - through
their...
UNDERSTAND TODAY. SHAPE TOMORROW. 7
WHO ARE THEY?LHBS // INFLUENCERS NOW
7 in 10
YouTube subscribers say that
YouTube crea...
UNDERSTAND TODAY. SHAPE TOMORROW. 8
WHO ARE THEY?LHBS // INFLUENCERS NOW
 2 minutes and 8 seconds
average time we spend en...
UNDERSTAND TODAY. SHAPE TOMORROW. 9
Why do influencers matter?
Consumers trust recommendations from a third party more
ofte...
UNDERSTAND TODAY. SHAPE TOMORROW. 10
WHO ARE THEY?LHBS // INFLUENCERS NOW
40%
Of Gen Zers say their favorite
YouTuber unde...
UNDERSTAND TODAY. SHAPE TOMORROW. 11
WHO ARE THEY?LHBS // INFLUENCERS NOW
83%
of consumers trust
recommendations from
thei...
UNDERSTAND TODAY. SHAPE TOMORROW. 12
What determines influence?
WHO ARE THEY?LHBS // INFLUENCERS NOW
REACH RELEVANCE RESONA...
UNDERSTAND TODAY. SHAPE TOMORROW. 13
TYPES OF INFLUENCERS BY
THEIR EFFECTIVENESS
WHO ARE THEY?LHBS // INFLUENCERS NOW
UNDERSTAND TODAY. SHAPE TOMORROW. 14
General types
of influencers
WHO ARE THEY?LHBS // INFLUENCERS NOW
1M+ followers
MACRO
...
UNDERSTAND TODAY. SHAPE TOMORROW. 15
WHO ARE THEY?LHBS // INFLUENCERS NOW
Reach
Best at
Worst at
Speciality
Source: MAVRCK...
UNDERSTAND TODAY. SHAPE TOMORROW. 16
WHO ARE THEY?LHBS // INFLUENCERS NOW
Source: MAVRCK
MACRO Influencers - Fact Pack
Reac...
UNDERSTAND TODAY. SHAPE TOMORROW. 17
WHO ARE THEY?LHBS // INFLUENCERS NOW
Source: MAVRCK
MICRO Influencers - Fact Pack
Reac...
UNDERSTAND TODAY. SHAPE TOMORROW. 18
TYPES OF INFLUENCER ACCOUNTS BY
ACTIVITIES & CONTENT
WHO ARE THEY?LHBS // INFLUENCERS...
UNDERSTAND TODAY. SHAPE TOMORROW. 19
WHO ARE THEY?
Followers aspire to be
like them.
They mainly share
their lifestyle con...
UNDERSTAND TODAY. SHAPE TOMORROW. 20
ASPIRATIONAL - movie stars, musicians, athletes, socialites
WHO ARE THEY?
KYLIE JENNE...
UNDERSTAND TODAY. SHAPE TOMORROW. 21
INFORMATIVE - how-to’s, DIY, life hacks, tutorials, home
WHO ARE THEY?
DIY
Instagram ...
UNDERSTAND TODAY. SHAPE TOMORROW. 22
ADVENTUROUS - extreme sport fans, travelers, photographers
WHO ARE THEY?
CHRIS BURKAR...
UNDERSTAND TODAY. SHAPE TOMORROW. 23
BEAUTY ORIENTED - fashion, make-up, fitness & wellbeing
WHO ARE THEY?
CAMILA COELHO
In...
UNDERSTAND TODAY. SHAPE TOMORROW. 24
ENTERTAINING - filmmakers, pranksters, comedians, gaming
WHO ARE THEY?
THE FAT JEWISH
...
CHAPTER TWO
Where are they?
How influencers are evolving from mere blogging, connecting with fans through social media to
...
UNDERSTAND TODAY. SHAPE TOMORROW.
In this chapter we will explore how the social media channels and
influencers are evolvin...
UNDERSTAND TODAY. SHAPE TOMORROW. 27
Which platforms do influencers use?
WHERE ARE THEY?LHBS // INFLUENCERS NOW
Source: Mar...
UNDERSTAND TODAY. SHAPE TOMORROW.
Evolution of social media
channels used by influencers
2004 2007 2010
2011
201420152016
T...
UNDERSTAND TODAY. SHAPE TOMORROW. 29
Influencers
Monthly Active User
100k 300k
100m
1b
Source: Medium Blog
Statista
Estimat...
UNDERSTAND TODAY. SHAPE TOMORROW. 30
The search interest for “Instagram
Influencer” tripled between
August 2016 to August 2...
UNDERSTAND TODAY. SHAPE TOMORROW. 31
9.7m
14.5m
21.7m
2016
2017
2018
Sponsored posts by
influencers on Instagram
Source: Me...
UNDERSTAND TODAY. SHAPE TOMORROW. 32
71%
of teens’ typical
entertainment consumption
is streaming
33%
of teens’ voted YouT...
UNDERSTAND TODAY. SHAPE TOMORROW. 33
“Online influencers occupy the gap between celebrities and
friends, and skate between ...
UNDERSTAND TODAY. SHAPE TOMORROW. 34
81%
of internet audience members
viewed more live content in
2016 than they did the p...
UNDERSTAND TODAY. SHAPE TOMORROW. 35
“When well-trusted influencers and compelling live streams
come together, it's almost ...
UNDERSTAND TODAY. SHAPE TOMORROW. 36
“The rise of the posted Instagram shot, the Pinterest lifestyle mirage and the
slickl...
UNDERSTAND TODAY. SHAPE TOMORROW. 37
Teens say online videos are best for -
Learning Laughing Relieving
Boredom
58% 53% 49...
UNDERSTAND TODAY. SHAPE TOMORROW. 38
Most popular niches with average number of
followers to influencers on Instagram
Model...
UNDERSTAND TODAY. SHAPE TOMORROW. 39
teens say social media content is
becoming more influential in their
purchasing decisi...
UNDERSTAND TODAY. SHAPE TOMORROW. 40
Teens’ expectations from influencers
Departing from the highly manufactured pop stars ...
UNDERSTAND TODAY. SHAPE TOMORROW. 41
EVOLUTION OF
PLATFORMS
WHERE ARE THEY?LHBS // INFLUENCERS NOW
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
The Music Industry’s
New Influencers
Musical.ly is growing incredible fast and is
...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Amazon’s New Hybrid
Social And Shopping
Service: Spark
A new feature will be avai...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Video Updates Make
Sharing Simple And
Emotive
Sharing updates with followers tran...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Live Streaming With
Influencers
NBC designed a campaign for the broadcasting of
Ha...
CHAPTER THREE
How are they used?
What are the best examples of how brands are working with influencers to achieve various
...
UNDERSTAND TODAY. SHAPE TOMORROW.Source: 47
In this chapter we’ll explore how brands are using influencers in
their marketi...
SALES
UNDERSTAND TODAY. SHAPE TOMORROW. 48
LHBS // INFLUENCERS NOW HOW ARE THEY USED?
Source: UNDERSTAND TODAY. SHAPE TOMORROW. 49
M.A.C x Influencers
MAC Cosmetic has merged product
development with digital i...
UNDERSTAND TODAY. SHAPE TOMORROW.
What they did
50
Why they did it
In anticipation of their new product launch, M.A.C
part...
Source: UNDERSTAND TODAY. SHAPE TOMORROW. 51
Axe Influence Young Men
Into Styling
Axe’s campaign to encourage men to try ou...
UNDERSTAND TODAY. SHAPE TOMORROW.
What they did
52
Why they did it
Axe partnered with 30 top male influencers from a
variet...
Source: UNDERSTAND TODAY. SHAPE TOMORROW. 53
Micro But Impactful
Adidas with the help of 30 micro-influencers
made a powerf...
UNDERSTAND TODAY. SHAPE TOMORROW.
What they did
54
Why they did it
For the launch of their Glitch app, adidas partnered
wi...
EXPOSURE
UNDERSTAND TODAY. SHAPE TOMORROW. 55
LHBS // INFLUENCERS NOW HOW ARE THEY USED?
Source: UNDERSTAND TODAY. SHAPE TOMORROW. 56
E.L.F’s Micro-Influencers
E.L.F Cosmetics is using 50 of its social media
fans...
UNDERSTAND TODAY. SHAPE TOMORROW.
What they did
57
Why they did it
The cosmetic brand partnered with 50 of their best
cust...
Source: UNDERSTAND TODAY. SHAPE TOMORROW. 58
Teacher Tech Influencers
Teachers are now acting as tech brand
ambassadors for...
UNDERSTAND TODAY. SHAPE TOMORROW.
What they did
59
Why they did it
Big technology brands such as Amazon, Apple, Google
and...
AWARENESS
UNDERSTAND TODAY. SHAPE TOMORROW. 60
LHBS // INFLUENCERS NOW HOW ARE THEY USED?
Source: UNDERSTAND TODAY. SHAPE TOMORROW. 61
Dove Launch Video Series
With Shonda Rhimes
Dove are collaborating with Direc...
UNDERSTAND TODAY. SHAPE TOMORROW.
What they did
62
Why they did it
Dove collaborated with television producer Shonda
Rhime...
Source: UNDERSTAND TODAY. SHAPE TOMORROW. 63
Influencers Could Mobilize
Young Voters
Politicians and political parties coul...
UNDERSTAND TODAY. SHAPE TOMORROW.
What could they do?
64
Why they should do it
Politicians and political parties could rea...
VALUES
UNDERSTAND TODAY. SHAPE TOMORROW. 65
LHBS // INFLUENCERS NOW HOW ARE THEY USED?
Source: UNDERSTAND TODAY. SHAPE TOMORROW. 66
AT&T Collaborate With
Content Creators
AT&T have launched Hello Lab, and have...
UNDERSTAND TODAY. SHAPE TOMORROW.
What they did
67
Why they did it
By stepping out of the spotlight, AT&T are creating
an ...
Source: UNDERSTAND TODAY. SHAPE TOMORROW.
HOW ARE THEY USED?
68
Samsung Appeal To
The Ordinary
In their spot for the Acade...
UNDERSTAND TODAY. SHAPE TOMORROW.
What they did
69
Why they did it
In this years Oscar spot from Samsung, created by
creat...
UNDERSTAND TODAY. SHAPE TOMORROW.
Discover
ABOUT.
Define Develop Deliver
LHBS is a marketing & innovation firm with offices i...
LHBS Put the Title of the Report here
HUB.
UNDERSTAND TODAY. SHAPE TOMORROW.
This case study has been created with the hel...
Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 

LHBS Consulting Berlin Gmb...
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Influencers Now: The Current State Of Influencer Marketing

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Veröffentlicht am

Ways of communicating have always evolved, only now they’re arriving faster than ever before. It’s becoming increasingly instantaneous, visual, authentic and personal in terms of the content being shared, and the younger generation need brands to keep up.
Online influencers are fitting the bill with their 24/7 presence, high engagement and openness of every aspect of their lives.

This snapshot evaluates the current state of Influencer Marketing to help inspire brands in how they could approach collaborations:

Who are they?
Where are they?
How are they used?

Veröffentlicht in: Marketing
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Influencers Now: The Current State Of Influencer Marketing

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // INFLUENCERS NOW 1 THE CURRENT STATE OF INFLUENCER MARKETING INFLUENCERS NOW. the latest installment of our: Snapshot Series
  2. 2. ABOUT. At LHBS, we believe in continuously observing and learning from what’s happing in the market. We’ve created our Snapshot Series to provide insights on platforms, industries and companies. Using best practice examples, we explore, analyze and share how businesses are adapting to new trends. Moving from insightful data to best practices to inspiring thought starters for brands, Snapshots can be a guide to bring meaningful innovations to life in different areas of business. This issue explores the current state of Influencer Marketing, who they are today, the channels they’re commanding and how brands are harnessing their marketing power in their strategies. We hope you enjoy this deck and find inspiration for your innovation process. UNDERSTAND TODAY. SHAPE TOMORROW. 2 Discover Define Develop Deliver UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // INFLUENCERS NOW
  3. 3. UNDERSTAND TODAY. SHAPE TOMORROW. INTRODU CTION. Ways of communicating have always evolved, only now they’re arriving faster than ever before. It’s becoming increasingly instantaneous, visual, authentic and personal in terms of the content being shared, and the younger generation need brands to keep up. Online influencers are fitting the bill with their 24/7 presence, high engagement and openness of every aspect of their lives. This snapshot evaluates the current state of Influencer Marketing to help inspire brands in how they could approach collaborations: • Who are they? • Where are they? • How are they used? LHBS is a marketing & innovation firm with offices in Berlin and Copenhagen. We help clients to understand today's emerging customer expectations and to shape their business offerings for tomorrow. http://www.lhbs.com A LHBS team collaboration INTRODUCTION 3 LHBS // INFLUENCERS NOW Kathleen McCaffrey lhbs.com | kmc@lhbs.com Abhijeet Patil lhbs.com | ap@lhbs.com Fabiola Lewandowska lhbs.com | fl@lhbs.com Sophie Schindele lhbs.com | ss@lhbs.com
  4. 4. CONTENT. UNDERSTAND TODAY. SHAPE TOMORROW. Which platforms do influencers use? How are platforms changing along with the influencers? WHERE ARE THEY? What are the best examples of how brands are working with influencers to achieve various marketing goals? HOW ARE THEY USED? Who are today’s influencers? How powerful are they and what’s their job to be done? WHO ARE THEY? LHBS // INFLUENCERS NOW INTRODUCTION 4
  5. 5. CHAPTER ONE Who are they? Who are influencers? How powerful they are and what’s their job to be done? 5UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // INFLUENCERS NOW
  6. 6. UNDERSTAND TODAY. SHAPE TOMORROW. 6 Who is an influencer? An influencer is someone who has our trust and who - through their opinions - can have an effect on our thinking & decision making. It’s modern leadership of thoughts, opinions or even styles. WHO ARE THEY?LHBS // INFLUENCERS NOW
  7. 7. UNDERSTAND TODAY. SHAPE TOMORROW. 7 WHO ARE THEY?LHBS // INFLUENCERS NOW 7 in 10 YouTube subscribers say that YouTube creators shape and change culture Source: Think with Google
  8. 8. UNDERSTAND TODAY. SHAPE TOMORROW. 8 WHO ARE THEY?LHBS // INFLUENCERS NOW  2 minutes and 8 seconds average time we spend engaging with influencer content Source: Think with Google
  9. 9. UNDERSTAND TODAY. SHAPE TOMORROW. 9 Why do influencers matter? Consumers trust recommendations from a third party more often than a brand itself. WHO ARE THEY?LHBS // INFLUENCERS NOW
  10. 10. UNDERSTAND TODAY. SHAPE TOMORROW. 10 WHO ARE THEY?LHBS // INFLUENCERS NOW 40% Of Gen Zers say their favorite YouTuber understands them better than their real-life friends Source: Think with Google
  11. 11. UNDERSTAND TODAY. SHAPE TOMORROW. 11 WHO ARE THEY?LHBS // INFLUENCERS NOW 83% of consumers trust recommendations from their peers over advertising Source: Nielsen
  12. 12. UNDERSTAND TODAY. SHAPE TOMORROW. 12 What determines influence? WHO ARE THEY?LHBS // INFLUENCERS NOW REACH RELEVANCE RESONANCE How effective they are in delivering content to their followers How influential they actually are for a specific brand or topic How successful they are in influencing the targeted audience
  13. 13. UNDERSTAND TODAY. SHAPE TOMORROW. 13 TYPES OF INFLUENCERS BY THEIR EFFECTIVENESS WHO ARE THEY?LHBS // INFLUENCERS NOW
  14. 14. UNDERSTAND TODAY. SHAPE TOMORROW. 14 General types of influencers WHO ARE THEY?LHBS // INFLUENCERS NOW 1M+ followers MACRO MICRO 10,000–1M followers 500–10,000 followers MEGA Source: MAVRCK
  15. 15. UNDERSTAND TODAY. SHAPE TOMORROW. 15 WHO ARE THEY?LHBS // INFLUENCERS NOW Reach Best at Worst at Speciality Source: MAVRCK MEGA Influencers - Fact Pack 2% - 5% engagement per post relevance resonance building awareness and visibility
  16. 16. UNDERSTAND TODAY. SHAPE TOMORROW. 16 WHO ARE THEY?LHBS // INFLUENCERS NOW Source: MAVRCK MACRO Influencers - Fact Pack Reach Best at Worst at Speciality 5% - 25% engagement per post relevance resonance building awareness and engagement
  17. 17. UNDERSTAND TODAY. SHAPE TOMORROW. 17 WHO ARE THEY?LHBS // INFLUENCERS NOW Source: MAVRCK MICRO Influencers - Fact Pack Reach Best at Worst at Speciality 25% - 50% engagement per post resonance relevance building awareness and driving sales & conversion
  18. 18. UNDERSTAND TODAY. SHAPE TOMORROW. 18 TYPES OF INFLUENCER ACCOUNTS BY ACTIVITIES & CONTENT WHO ARE THEY?LHBS // INFLUENCERS NOW
  19. 19. UNDERSTAND TODAY. SHAPE TOMORROW. 19 WHO ARE THEY? Followers aspire to be like them. They mainly share their lifestyle content. ASPIRATIONAL INFORMATIVE ADVENTUROUS BEAUTY ORIENTED ENTERTAINING They share tips, tricks and purely informative content that makes everything easier. Those creators show the exciting part of life - through extreme sports, beautiful photography or travel. Those creators focus on inspiring healthy lifestyle, fashionable looks and beautiful makeups. Entertainers focus mainly on creating and delivering funny and enjoyable content. LHBS // INFLUENCERS NOW
  20. 20. UNDERSTAND TODAY. SHAPE TOMORROW. 20 ASPIRATIONAL - movie stars, musicians, athletes, socialites WHO ARE THEY? KYLIE JENNER Instagram following: 98.5m SELENA GOMEZ Instagram following: 128.2m CRISTIANO RONALDO Instagram following: 112m LHBS // INFLUENCERS NOW
  21. 21. UNDERSTAND TODAY. SHAPE TOMORROW. 21 INFORMATIVE - how-to’s, DIY, life hacks, tutorials, home WHO ARE THEY? DIY Instagram following: 542k LIFE HACKS Instagram following: 4.3m DAILY DOSE Instagram following: 1.2M LHBS // INFLUENCERS NOW
  22. 22. UNDERSTAND TODAY. SHAPE TOMORROW. 22 ADVENTUROUS - extreme sport fans, travelers, photographers WHO ARE THEY? CHRIS BURKARD Instagram following: 2.8m MURAD OSMANN Instagram following: 4.6m ROBERTA MANCINO Instagram following: 68.4k LHBS // INFLUENCERS NOW
  23. 23. UNDERSTAND TODAY. SHAPE TOMORROW. 23 BEAUTY ORIENTED - fashion, make-up, fitness & wellbeing WHO ARE THEY? CAMILA COELHO Instagram following: 6.6m MICHELLE PHAN Instagram following: 2.1m KAYLA ITSINES Instagram following: 7.6m LHBS // INFLUENCERS NOW
  24. 24. UNDERSTAND TODAY. SHAPE TOMORROW. 24 ENTERTAINING - filmmakers, pranksters, comedians, gaming WHO ARE THEY? THE FAT JEWISH Instagram following: 10.1m ZACH KING Instagram following: 20.3m GRUMPY CAT Instagram following: 2.4m LHBS // INFLUENCERS NOW
  25. 25. CHAPTER TWO Where are they? How influencers are evolving from mere blogging, connecting with fans through social media to creating niche content. 25UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // INFLUENCERS NOW
  26. 26. UNDERSTAND TODAY. SHAPE TOMORROW. In this chapter we will explore how the social media channels and influencers are evolving, leading to viewers/users behavior towards content consumption. In the past decade democratization of content creation and the rise of image over text has led to near end of conventional brand storytelling. The rise of smartphone gave power to bloggers, journalists, students, celebrities, hobbyists to target niche use segment with the content they prefer. The social media channels are evolving at faster rate (e.g. live streaming, 360 degree photos/videos etc.)and giving influencers new creative ways of creating content for their target audience. An average person is spending nearly two hours on social media everyday, they are craving for authentic content and influencers are fulfilling those cravings with the niche content. 26 Where are they? WHERE ARE THEY?LHBS // INFLUENCERS NOW
  27. 27. UNDERSTAND TODAY. SHAPE TOMORROW. 27 Which platforms do influencers use? WHERE ARE THEY?LHBS // INFLUENCERS NOW Source: MarketingProfs 99% Instagram 67.1% Facebook 50.8% Snapchat 29.8% YouTube
  28. 28. UNDERSTAND TODAY. SHAPE TOMORROW. Evolution of social media channels used by influencers 2004 2007 2010 2011 201420152016 Twitter launches Live Streaming and Facebook follows up with own version Instagram launches stories, musical.ly launches live.ly Blogging becomes mainstream WHERE ARE THEY?LHBS // INFLUENCERS NOW
  29. 29. UNDERSTAND TODAY. SHAPE TOMORROW. 29 Influencers Monthly Active User 100k 300k 100m 1b Source: Medium Blog Statista Estimated number of influencers per platform vs monthly active users WHERE ARE THEY?LHBS // INFLUENCERS NOW
  30. 30. UNDERSTAND TODAY. SHAPE TOMORROW. 30 The search interest for “Instagram Influencer” tripled between August 2016 to August 2017 Growing sponsored posts by influencers Source: Google Trends X3 WHERE ARE THEY?LHBS // INFLUENCERS NOW
  31. 31. UNDERSTAND TODAY. SHAPE TOMORROW. 31 9.7m 14.5m 21.7m 2016 2017 2018 Sponsored posts by influencers on Instagram Source: Media Kix WHERE ARE THEY?LHBS // INFLUENCERS NOW
  32. 32. UNDERSTAND TODAY. SHAPE TOMORROW. 32 71% of teens’ typical entertainment consumption is streaming 33% of teens’ voted YouTubers as most likely to make them buy a product Gen Z Mobile, Streaming, And YouTube Obsessed Source: AwesomenessTV WHERE ARE THEY?LHBS // INFLUENCERS NOW
  33. 33. UNDERSTAND TODAY. SHAPE TOMORROW. 33 “Online influencers occupy the gap between celebrities and friends, and skate between mass cultural performances and moments of perceived accessibility.” - NewYork Times Source: New York Times WHERE ARE THEY?LHBS // INFLUENCERS NOW
  34. 34. UNDERSTAND TODAY. SHAPE TOMORROW. 34 81% of internet audience members viewed more live content in 2016 than they did the previous year X3 videos on Facebook live get viewed for three times as long as pre-recorded video. Live streaming Source: Forbes WHERE ARE THEY?LHBS // INFLUENCERS NOW
  35. 35. UNDERSTAND TODAY. SHAPE TOMORROW. 35 “When well-trusted influencers and compelling live streams come together, it's almost impossible for audiences to look away.”  Source: Forbes WHERE ARE THEY?LHBS // INFLUENCERS NOW - Steve Olenski Forbes Contributor
  36. 36. UNDERSTAND TODAY. SHAPE TOMORROW. 36 “The rise of the posted Instagram shot, the Pinterest lifestyle mirage and the slickly edited Musical.ly video have created an appetite for the raw feed: live video that can’t be edited, filtered or deleted before it’s beamed out to the world. Live streaming’s rough aesthetic is no more real than the shimmering projections of other social apps, and Live.ly is loaded with features that gamify conversations, commodify human interactions and powerfully mold a vision of teenage life.” - NewYork Times on Live.ly Source: New York Times WHERE ARE THEY?LHBS // INFLUENCERS NOW
  37. 37. UNDERSTAND TODAY. SHAPE TOMORROW. 37 Teens say online videos are best for - Learning Laughing Relieving Boredom 58% 53% 49% Source: AwesomenessTV WHERE ARE THEY?LHBS // INFLUENCERS NOW
  38. 38. UNDERSTAND TODAY. SHAPE TOMORROW. 38 Most popular niches with average number of followers to influencers on Instagram Modeling & fitness influencers Pets Beauty 141,563 117,259 83,786 Source: MarketingProfs WHERE ARE THEY?LHBS // INFLUENCERS NOW
  39. 39. UNDERSTAND TODAY. SHAPE TOMORROW. 39 teens say social media content is becoming more influential in their purchasing decisions HAVAS MEDIA 60%31 % 69 % 63% Influence of social media content Source: AwesomenessTV WHERE ARE THEY?LHBS // INFLUENCERS NOW
  40. 40. UNDERSTAND TODAY. SHAPE TOMORROW. 40 Teens’ expectations from influencers Departing from the highly manufactured pop stars of generations past, Gen Z feels they are best captured by diverse figures who are anything but one-size-fits-all. Their role models are also more likely to use their platforms to promote societal change and to strive to actively influence the culture just as much as they engage with it. Source: AwesomenessTV WHERE ARE THEY?LHBS // INFLUENCERS NOW
  41. 41. UNDERSTAND TODAY. SHAPE TOMORROW. 41 EVOLUTION OF PLATFORMS WHERE ARE THEY?LHBS // INFLUENCERS NOW
  42. 42. UNDERSTAND TODAY. SHAPE TOMORROW.Source: The Music Industry’s New Influencers Musical.ly is growing incredible fast and is becoming recognized as an opportunity for brands to reach and influence an audience of Millennials. Explore the Sign Musical.ly is growing by around 13million users each month, and is a network connecting creative individuals. It’s becoming known for it’s 15-second looping videos made by the creators - or "musers", many including lip-syncing, singing and dancing. Stars in the music industry are starting to take note and leverage the platform to release teasers of new albums, and big brands such as Coca Cola are teaming up with influential musers on the platform for campaigns such as #ShareACoke. 42 WHERE ARE THEY?LHBS // INFLUENCERS NOW
  43. 43. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Amazon’s New Hybrid Social And Shopping Service: Spark A new feature will be available for Amazon Prime subscribers in the US, which seems to be inspired by Instagram and its use of shoppable photos. Explore the Sign On Amazon Spark people can discover things such as home décor, shoes, food, books etc. from people who share same interests. Users are presented with an image-heavy feed of product ideas and other stories. In some cases, these posts will read more like a product review – someone detailing their personal experience with an item, for example. 43 WHERE ARE THEY?LHBS // INFLUENCERS NOW
  44. 44. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Video Updates Make Sharing Simple And Emotive Sharing updates with followers transformed when the biggest channels made it possible to record short videos. Explore the Sign Starting out with YouTube where influencers could record content to share with their followers in a more engaging and emotive way, this evolved as attention spans became shorter and influencers on other platforms wanted the convenience of sharing an update in an instant. The short-lived video snippets give influencers an opportunity to present a feeling and an experience in a more experiential way, something younger generations are craving more and more. 44 WHERE ARE THEY?LHBS // INFLUENCERS NOW
  45. 45. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Live Streaming With Influencers NBC designed a campaign for the broadcasting of Hairspray (TV series) with the help of influencers and FB Live. Explore the Sign NBC entertainment decided to make use of the live feature on Facebook for doing Hairspray Live!. The broadcaster collaborated with around 20 influencers, who were responsible for hosting the Hairspray Live! Facebook Live and creating additional content, the buzz for the show.  Recently social media platform like Facebook, Instagram, Snapchat, YouTube has included the live streaming feature in their platforms. Live streaming is an outstanding way to reach the online audience.  45 WHERE ARE THEY?LHBS // INFLUENCERS NOW
  46. 46. CHAPTER THREE How are they used? What are the best examples of how brands are working with influencers to achieve various marketing goals? 46UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // INFLUENCERS NOW
  47. 47. UNDERSTAND TODAY. SHAPE TOMORROW.Source: 47 In this chapter we’ll explore how brands are using influencers in their marketing strategies. We’ll include examples of specific campaigns as well as ideas for influencer and brand collaborations, together with key learnings to inspire brands. These cases and ideas will cover four key marketing goals that brands can reach as a result of harnessing an influencer’s authentic relationship with the target audience: Sales - For the promotion of a product launch or branded event Exposure - To spread the word of a brand among target audiences Awareness - To draw attention to meaningful causes, and associate activists with a brand Values - For representing a brand by embodying a specific character trait LHBS // INFLUENCERS NOW HOW ARE THEY USED? How are they used?
  48. 48. SALES UNDERSTAND TODAY. SHAPE TOMORROW. 48 LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  49. 49. Source: UNDERSTAND TODAY. SHAPE TOMORROW. 49 M.A.C x Influencers MAC Cosmetic has merged product development with digital influencers. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  50. 50. UNDERSTAND TODAY. SHAPE TOMORROW. What they did 50 Why they did it In anticipation of their new product launch, M.A.C partnered with a number of influencers to market to people in their home country. Going one step further, they involved the influencers in the development and creation of their own lipsticks. Each color was a neutral tone, created to suit the skin tones of each influencer. The influencers then spread the word of their experience to their followings across social channels and via various content mediums. Being able to follow their favorite influencer through the creation of the lipstick generates not only entertaining and eye-opening content, but also an element of transparency which adds to the already higher levels of trust consumers have in these new- era celebrities. As each lipstick was created to suit the complexion of the influencers, it made it more likely to suit a higher number of people of the same ethnicity, demonstrating a diversity in their products. Key learning In an age of brand transparency, inviting influencers who can then share a behind the scene experience with their following can be a fast-track to gaining more trust from new and existing fans. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  51. 51. Source: UNDERSTAND TODAY. SHAPE TOMORROW. 51 Axe Influence Young Men Into Styling Axe’s campaign to encourage men to try out hair-styling saw them join forces with 30 top male influencers. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  52. 52. UNDERSTAND TODAY. SHAPE TOMORROW. What they did 52 Why they did it Axe partnered with 30 top male influencers from a variety of social channels who represent various circles of young men, including a comedian, musician, gamer and cook. Axe wanted an “everyman” feel to this campaign. They were given the freedom by Axe to develop their own message in their own style to communicate with their following via Instagram, so long as they gave tips in some way on how and why they should give hair- styling a try. Though gaining in popularity, there is still an apprehension among men to take part in much male- grooming. Axe hoped to change that by addressing one of the barriers that seem to prevent guys from even trying - not knowing where to start. Mostly, the key benefit talked about was how it can improve confidence. Edelman Intelligence research revealed in a 2016 survey that 93% of men who style their hair felt an increase in self-confidence, but 65% don’t style regularly. Key learning Encouraging an audience to view a stereotype in a new way can position a brand as an influential name, even outside of their own market. It can encourage new behaviors and so bring about new needs from consumers. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  53. 53. Source: UNDERSTAND TODAY. SHAPE TOMORROW. 53 Micro But Impactful Adidas with the help of 30 micro-influencers made a powerful impact during the English premier league season. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  54. 54. UNDERSTAND TODAY. SHAPE TOMORROW. What they did 54 Why they did it For the launch of their Glitch app, adidas partnered with 30 micro-influencers from various football academies across London. They helped promote the new line of soccer boots only made available via the app as well as to design and name both the app and the new boots. Glitch was an instant hit amongst football fans after it was launched in October last year, and the influencers continue to work full-time on the Glitch app. The invite-only access meant the influencers were the decision makers when it came to growing the community, something that really drove their enthusiasm and motivation to make it a success. Marc Makowski, director of business development at adidas said that "Baking that authenticity into the service is key to why it performed well as a test." Key learning Empowering influencers through giving them a sense of ownership over a campaign, means brands can ensure their marketing projects come across to audiences as honest, and not with an underlying motive. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  55. 55. EXPOSURE UNDERSTAND TODAY. SHAPE TOMORROW. 55 LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  56. 56. Source: UNDERSTAND TODAY. SHAPE TOMORROW. 56 E.L.F’s Micro-Influencers E.L.F Cosmetics is using 50 of its social media fans to build community and drive reach, authenticity and branding. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  57. 57. UNDERSTAND TODAY. SHAPE TOMORROW. What they did 57 Why they did it The cosmetic brand partnered with 50 of their best customers in a micro-influencer program called Beautyscape, where each were given the knowledge and confidence to experiment with new products and share engaging content with their followers. A kick-off event was held for all 50 influencers to meet each other and give one another advice on how they built their organic community. The meeting event for influencers really brought across a sense of community and genuine enthusiasm for the brand in their engagements with their followers. The reason E.L.F chose micro-influencers was primarily down to the finding that accounts with less than a thousand followers have almost eight times higher engagement rates, compared to those with close to a million (typical influencers). This allowed the chosen influencers to really build meaningful connections with their followers by bonding over a love of the same brand. Key learning Cultivating a community for the purpose of more personalized content, is more easily achievable with micro influencers rather than macro and mega, due to the greater engagement rates. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  58. 58. Source: UNDERSTAND TODAY. SHAPE TOMORROW. 58 Teacher Tech Influencers Teachers are now acting as tech brand ambassadors for educational hardware and software. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  59. 59. UNDERSTAND TODAY. SHAPE TOMORROW. What they did 59 Why they did it Big technology brands such as Amazon, Apple, Google and Microsoft, as well as smaller start-ups creating software and tech products are beginning to take on teachers as influencers. This growing trend is seeing teachers promote technology in the classroom by integrating products and services within their teaching styles. Teachers are using the software and products of the companies they’re partnered with, offering children freebies such as t-shirts the teacher receives from attending workshops with the companies and sometimes even decorating the classroom to represent a certain brand. The younger generation become familiar quickly with the look of a brand and the feel of using their products. Often the teachers are also able to give feedback on how to make improvements and increase value for their use. Schools are already adopting more technology products as it becomes a part of life, but often struggle with tight budgets. Companies are stepping in and offering the most influential members of these institutions - the teachers - special perks and extra help by simply using their products. Some rewards have included gift cards by Amazon and even the covering of travel expenses to industry- sponsored conferences by more established startups. Key learning If brands can reach the new generation of consumers at a younger age, they’re more likely to continue using the products due to a familiarity with the name and interface, potentially becoming life-long customers. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  60. 60. AWARENESS UNDERSTAND TODAY. SHAPE TOMORROW. 60 LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  61. 61. Source: UNDERSTAND TODAY. SHAPE TOMORROW. 61 Dove Launch Video Series With Shonda Rhimes Dove are collaborating with Director Shonda Rhimes to create short, documentary style videos around real beauty. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  62. 62. UNDERSTAND TODAY. SHAPE TOMORROW. What they did 62 Why they did it Dove collaborated with television producer Shonda Rhimes to direct their new video series which tell short stories of inspiring women through their in- house studio ‘Dove Real Beauty Productions’. The three-minute short films include no branding after the initial Dove logo at the start, instead focusing on the message of real women and real Beauty. They took note of recent findings which revealed 69% of women don’t feel represented in advertising, and that brands who make “meaningful” connections with audiences perform better in the stock market and increase wallet share by up to nine times. Liz Garbus who directed the series said that “People get their content through places like Netflix or Amazon, without commercials, so brands have had to rethink how they [relay] their messaging in this totally different entertainment landscape.” Key learning For brands to begin making more meaningful connections with their customers, their content should address hot topic issues which are of real concern to their audience, so making them feel represented and understood. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  63. 63. Source: UNDERSTAND TODAY. SHAPE TOMORROW. 63 Influencers Could Mobilize Young Voters Politicians and political parties could gain young voters by using social media influencers. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  64. 64. UNDERSTAND TODAY. SHAPE TOMORROW. What could they do? 64 Why they should do it Politicians and political parties could reach a younger audience through Influencers and Vloggers. They speak their language and could educate younger generations politically and help them to understand their political impact. A lot of millennials who have the right to vote don’t use that right. The main reasons for that may be that they can’t see through all of what’s going on in politics or what each party stands for. They also don’t really use traditional channels anymore, which political parties often still use to reach an audience, such as TV debates. All the youngsters who don’t take part in elections could do big shifts in the results of them. If, for example, all the young people, who would have been able to, voted, Brexit wouldn’t have happened.Key learning Taking a stance on political issues can make or break a brand reputation. Partnering with influencers could be the key to getting it right, because of their relatability and closeness to young audiences. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  65. 65. VALUES UNDERSTAND TODAY. SHAPE TOMORROW. 65 LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  66. 66. Source: UNDERSTAND TODAY. SHAPE TOMORROW. 66 AT&T Collaborate With Content Creators AT&T have launched Hello Lab, and have cleverly captured the attention of millennials who are passionate about connecting with others. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  67. 67. UNDERSTAND TODAY. SHAPE TOMORROW. What they did 67 Why they did it By stepping out of the spotlight, AT&T are creating an innovative name for themselves through their Hello Lab project, in partnership with Fullscreen Media. Social influencers who are innovative, love to connect and have entrepreneurial drive create the content. They involve people in creation while name dropping AT&T. The focus is really on the storytelling and creativity, and not on the advertising. And it’s paying off. “We wanted to find new levels of engagements and to help creators develop these stories that live on their own platforms, not ours.” -Valeria Vargas, vp of advertising and marketing comms at AT&T. Key learning Repositioning a brand to appeal to a younger audience should have a relevant spokesperson to embody the brand values, as younger people are now much more in-tune with insincere brands and pushy content. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  68. 68. Source: UNDERSTAND TODAY. SHAPE TOMORROW. HOW ARE THEY USED? 68 Samsung Appeal To The Ordinary In their spot for the Academy Awards Samsung is using influencer Casey Neistat to reach a new generation of creatives. LHBS // INFLUENCERS NOW
  69. 69. UNDERSTAND TODAY. SHAPE TOMORROW. What they did 69 Why they did it In this years Oscar spot from Samsung, created by creative agency Wieden + Kennedy, they used Youtube star Casey Neistat to speak for a new creative generation. Not to professional filmmakers or advertisers, but to “normal” people with ambitions, ideas and Samsung smartphones. Casey Neistat is known for his down to earth character and exciting and adventurous - often self- created - content, making him a perfect choice for this campaign and appeal to a younger audience by Samsung. This spot is the beginning of a campaign which aims to inspire and empower a “new guild of creators” and which is building on the “Do what you can’t” tagline.” Key learning When sharing why your customers should choose your brand over competitors, it is essential to first uncover their true ambitions, and then to communicate with them in a way they can relate to. LHBS // INFLUENCERS NOW HOW ARE THEY USED?
  70. 70. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT. Define Develop Deliver LHBS is a marketing & innovation firm with offices in Berlin & Copenhagen. We work with legacy organisations to adapt their customer value proposition to meet emerging customer expectations. Together with our clients we discover business opportunities and deliver integrated customer offers for products, services, experiences and communication. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 70 DISCOVER DEFINE DEVELOP DELIVER UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // TOUCH-POINT TECHNOLOGY
  71. 71. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. This case study has been created with the help of signmesh. signmesh innovation hub is a tailored dashboard of curated insights and business cases to keep your company ahead of the learning curve and inspire ongoing innovation. signmesh.com SIGNMESH 71 REQUEST A DEMO. LHBS // TOUCH-POINT TECHNOLOGY
  72. 72. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   IMPRINT UNDERSTAND TODAY. SHAPE TOMORROW. www.lhbs.com THANK YOU 72 LHBS // TOUCH-POINT TECHNOLOGY

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