How does influencer marketing work?
Influencer marketing focuses on using ‘social influencers’ to promote your brand or product. More and more brands are using influencer marketing to give their brand an edge, and to grow trust with audiences. For example, a fashion brand might send a piece of clothing to a model or fashion blogger who has a big following, who will then post about that product and brand on social media or their blog— see Australian Margaret Zhang’s Instagram account for a real life example.
Partnering with brands and influencers with similar audiences can be a useful part of a social media strategy.
But if you’re considering this, it’s important to know — how effective is it really?
As the number of brands using influencer marketing grows, audiences are seeing more of this branded content and becoming more savvy (and possibly less trusting) of their favourite online personalities. As you’d imagine, effectiveness vary from brand to brand and from influencer to influencer, according to a recent study by Fractl.
The study found that effectiveness depends on whether the influencer is classed as a quantity or quality influencer — quality influencers post an average of 6.4% of sponsored content, and quantity posts about 59.7%.
Fractl also found the most popular sponsored posts are from the fashion industry. Far behind in second place are fitness posts, with sport and animals coming last (although pet posts get the most likes). Fashion sponsored posts work well because the advertising is much more conspicuous because the product is part of the image itself — the influencer just needs to tag the brand in most cases.
The survey also found that users with organic content do still get the most engagement with their content, the lower their follower numbers are. If the follower numbers are less than 1,000, the engagement rate is higher than with 1,000 or 10,000 followers. This means as your Instagram follower count increases, your engagement rate decreases.
What should you aim for?
According to Influencer Marketing Agency, Markely, what users really care about (not that surprising, really) is the quality and realness of the content. This can be achieved by focusing on weaving your brand into the influencer’s feed naturally, and becoming part of their story. It’s also important to pair with the influencer that’s best suited to your brand.
In another study, Markerly also found that there were four content characteristics that fostered more post engagement:
- High-quality imagery
- Unique content, featuring the influencer or their family within the post — make sure the influencer genuinely likes your product, or it will show in the post
- Natural product placement
- Text separate from photos
You’ve probably heard of Snapchat, and you may even use it yourself, but there’s still a lot of confusion around how brands can make the most of it.
Unlike most other social media channels, it’s not based on getting the highest number of followers or engagement. And the content self-destructs after it’s been seen. But, according to many sources, disappearing content like Snapchat serves is set to be one of the top trends for social media in 2017, with Instagram and now Facebook introducing something similar, so it’s worth getting involved, or at least across, Snapchat now. Especially if your target market is the elusive millennial group.
Virtual reality and chatbots will dominate interactions with customers within the next three years, according to recent research from Oracle and Coleman Parkes. The survey covered 800 senior marketers and strategy managers from France, the Netherlands, South Africa and the UK, and provided some interesting nuggets:
Although SEO is become more of household phrase these days, a lot of people are still rather ignorant to the potential that good SEO practice can bring to their business. To most, SEO seems complex, confusing and sometimes even a little unnecessary simply because of a lack of understanding. And why is SEO so important? In a nutshell, SEO helps drive traffic to your website by improving your website’s ranking in search engines.
What’s the best thing you can do for your brand’s social media in 2017? Create a convincing, unique tone of voice. A tone of voice, which can also be weaved into your other marketing pieces and copy, helps to put a personality behind your brand, and encourages followers to engage with you on social media (which should be one of your top priorities!). To get you started, here’s four steps to take to nail your brand’s persona.
Nothing beats a good ol’ book, let’s be honest. Whether you’re subscribed to Playboy or an avid reader of everything Eckhart Tolle, there is a certain sense of liberation, confidence or intelligence a good book is able to offer above any Hollywood blockbuster or One Direction hit song. So, in order to prepare you for a solid year of growth and smiles, we’ve organised some of the [Haimat] family to share their top book recommendations. Enjoy:
While 2016 wasn’t the year we saw Huey’s Kitchen break the top 10 most Googled search terms in Australia, it was the year we saw the United States ask Google how much Benadryl they’re allowed to give their dog. And oh what a year it was.
If nothing else, this data is a comforting indicator that Australian’s are more mature than to simply ask Google the directions to Mordor or whether or not midgets have night vision. instead, we’re a globally minded country who fucking loves their sport. See for yourself:
I would be lying if I said I’ve never received a phone call from a friend saying they need help with SEO – they want to sky-rocket their business or to-be business to the top of Google’s search results in the shortest time possible, using strictly organic methods and by means involving the least amount of work. And heck, I don’t want to hinder their ambitions, but the reality is harsh: it’s Google – if it were as easy as they’d hoped than I’d imagine Ashley Madison would suddenly top the charts whenever someone searched the definition of adultery.
Let’s be honest, social media has become the modern day public relations – it gets people talking about your business. Opposing traditional advertising, which is essentially just telling people about your business, social media provides the ongoing opportunity to give your brand a personality or persona – this way, you’re not just a corporate face but immediately more human and more relatable.
If you still don’t believe me, here are some general ways social media helps drive sales for your business: