Redefine Your Twitter Influencer Marketing Strategy
Credibility means trust, and a natural way to earn an audience’s trust is through influencer advocates. But too often we’ve seen those posts filled with disgustingly fake love of, say, a luxury car brand—or that wonderful shampoo that they certainly don’t use—making emoji eyes roll, and ultimately, exposing the fatal flaw in today’s influencer marketing model: media KPIs.
There is a difference between a brand talking about its products and an influencer promoting a brand’s products and that’s why Guess decided to promote its hashtag (and the encouragement for the creation of user-generated content) through a third person to increase the chances to have its message heard.
While only PewDiePie represented the world of YouTubers, Instagrammers, Viners and more last year, Time is now acknowledging what people in the Influencer Marketing industry already know: social media creators forge stronger relationships with their audiences than movie and TV stars ever will.
In a statement , Google mentions it hopes that FameBit’s democratized marketplace will allow creators of all sizes to directly connect with brands, as well as provide a great technology solution for companies like MCNs and agencies to find matches for their creators and brand partners.” Google already hosts a marketplace for YouTube creators and ad buys, so its predominance is expected to attract a lot more creators and brands to FameBit’s marketplace.
When it comes to metrics, more than 70 percent of marketers measure the success of influencer partnerships based on engagement (likes and comments on Instagram, the number of screenshots on Snapchat) and reach or views, rather than direct sales, according to stats from Chute.
On the other hand, the FTC didn’t go after Microsoft, because they found that both the company and its agency had made legitimate efforts to control the campaign, leading to the conclusion that the failed disclosures were the exceptions that went under the radar of the implemented compliance program.
Influencer marketing is expected to become a $5-$10 billion industry in the next five years and 81% of companies who are already using this type of marketing say it is effective It’s not a question of whether you should engage in influencer marketing, it’s a question of how to do it best.
However, with an Influencer Marketing Automation platform, marketers can seamlessly search for influencers, invite them to assignments for their already-requested rate, and measure their campaigns with thorough reporting for every type of assignment.
It helps you identify influencers, manage the engagement process and measure the success and ROI of influencer initiatives to better scale relationships with key influencers and influential stakeholders such as journalists, analysts, thought leaders and bloggers.
With Google’s relationship with brands large and small, and YouTube’s partnership with creators around the globe, we hope to connect even more brands to creators, engage more audiences, and make brand marketing more creative and authentic than ever,” they wrote.
With the amount of influencer content being created every day, and the massive engagement on this content by people of all ages, we believe working with digital influencers is one of the most effective ways to to expand awareness, credibility, and affinity for your brand.
He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
What we’ve discovered by tracking the daily shares of more than 2 million people across Instagram, YouTube , blogs, Pinterest and Vine is that there are authentic people that you can discover and forge relationships with to be brand ambassadors and manage within your own influencer network.
The practice of marketing to influential individuals has been around in different forms for some time—evolving from sending bloggers (with actual blogs) a product in hopes that they will write something, all the way to brands shelling out thousands of dollars for a popular individual to create a single Instagram post.