{"id":38152,"date":"2017-05-17T14:19:59","date_gmt":"2017-05-17T18:19:59","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=38152"},"modified":"2018-05-23T16:43:42","modified_gmt":"2018-05-23T20:43:42","slug":"secrets-to-successful-influencer-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/digital-media\/secrets-to-successful-influencer-marketing-campaigns\/","title":{"rendered":"Secrets to Successful Influencer Marketing Campaigns"},"content":{"rendered":"

What:<\/strong>\u00a0In a recent study, more than half of all marketers surveyed reported investing in Influencer Marketing in 2016, and more than one in five estimated their corporate-wide Influencer Marketing budgets to be in excess of $1 million.
\nWhy It Matters:<\/strong> While brands are certainly excited about Influencer Marketing, they are still learning how to identify the right creators and engage target audiences through this new and unexplored medium. We spoke to two experts on Influencer Marketing from Fanatics Media and the Branded Entertainment Network (BEN) Group to find out what it takes to hit the mark.<\/p>\n

\u201cInfluencers.\u201d Brand marketers may not fully understand them yet, but they definitely cannot ignore them. Influencers are content creators that use platforms like\u00a0Instagram, Facebook, Pinterest<\/strong> and Twitter<\/strong> to build audiences through showing off their unique talents, sharing thoughts on virtually any topic, and teaching others how to do pretty much anything. Their audiences are not only enormous\u00a0but also engaged and passionate about sharing. It\u2019s a goldmine for brands looking to connect with young or niche consumers, but implementing an effective Influencer Marketing strategy requires a deep understanding of a very new digital landscape.<\/p>\n

In the State of the Creator Economy<\/a> report\u00a0<\/strong>from online marketplace IZEAx,<\/strong>\u00a0more than half of the marketers surveyed reported investing in Influencer Marketing in 2016. 69 percent of those who indicated that they are currently conducting Influencer Marketing campaigns have dedicated a stand-alone budget to them, and from 2014 to 2016, those budgets have increased steadily, now reaching $700k+. More than one in five of those surveyed estimated their corporate-wide Influencer Marketing budgets to be in excess of $1 million.<\/span><\/p>\n

Research also shows that when Influencer Marketing is done right, it can be very effective: <\/span>Collective Bias, Inc.<\/strong>\u2019s study, The Power of Influence: A Window into ROI,<\/span><\/a><\/strong><\/span>\u00a0looked at 11 Influencer campaigns from five CPG categories. While Influencer content significantly outperformed control groups, the study found a wide variance in performance, \u201cdriven largely by the advertiser category, seasonality, price point, purchase frequency, and budget size.\u201d <\/span><\/p>\n

For example, in the case of a major confection brand’s Influencer Marketing campaign, the study concluded that the campaign saw a 7.6x return on ad spend <\/b>by weighing households exposed to the campaign\u2019s Influencer content when compared to an unexposed control group. <\/b> A national rice brand and frozen food brand found that its Influencer content generated a 45 percent redemption rate, <\/b>tripling their benchmark of 15 percent<\/strong> and surpassing the industry digital coupon redemption rate of 8 percent. The study also found that of the group exposed to Influencer content, 48 percent visited the retailer within four days vs. only 29 percent in the identical but unexposed control.\u00a0<\/span>These figures beg the question: what separates the high-performing campaigns from those that fall flat? <\/span><\/p>\n

What Makes a Successful Influencer Marketing Campaign? <\/b><\/span><\/h2>\n

What does \u201cdoing it right\u201d look like?\u00a0<\/span><\/p>\n

The complexity of implementing and executing a successful Influencer Marketing campaign has led to the emergence of agencies that specialize in putting together and optimizing these campaigns for brands. From choosing the right Influencer to producing something that engages the right consumers and fits naturally into the creator’s content, a variety of variables determine the shape and performance of an Influencer Marketing campaign.<\/span><\/p>\n

Meredith Jacobson, the Head of Digital Partnerships at BEN Group<\/strong>, said, \u201cDepending on the campaign, some clients are more interested in raising awareness around their product or brand, while others are aggressively trying to drive downloads and\/or trial and purchase.\u201d A number of factors are typically factored into brands\u2019 decisions when choosing the \u201cright\u201d Influencer for their campaigns: \u201cThe number of subscribers, viewership, engagement, vertical, and whether they believe that an Influencer aligns with the brand’s values\u201d are all important, according to Jacobson.<\/span><\/p>\n

Mark Fidelman, the managing director of Fanatics Media<\/strong>, explained that \u201csmart agencies come to Influencer agencies to optimize.\u201d When a brand or agency turns to an Influencer Marketing agency like Fanatics, they know that they are seeking brand awareness and to generate leads or sales for specific products. But the vast and continuously-evolving worlds of content creation and online video are overwhelming and foreign to them. They lack expertise and appreciation for the detailed work that goes into content creation\u00a0and do not know enough to \u201cintegrate a product and service into video and still keep the Influencer\u2019s MO consistent with what their followers expect from them,\u201d Fidelman asserted. <\/span><\/p>\n

To Determine the ‘Right Fit,’ Look Beyond Followers and Views<\/b><\/span><\/h2>\n

At the end of the day, \u201canyone can hire an Influencer for 100k,\u201d Fidelman said, \u201cbut there are many steps that require optimization in order to make sure that leads and sales follow.\u201d For example, brands often focus heavily on the number of views that a video receives, or feel that with one big win, they’ve done enough. “A lot of brands think that if they get a million views once, they have succeeded, but those views are not necessarily generating sales,” Fidelman added.<\/span><\/p>\n

[comillas]A lot of brands think that if they get a million views once, they have succeeded, but those views are not necessarily generating sales.[\/comillas]<\/p>\n

Fidelman explained that at Fanatics, his team makes sure to dig deeper, \u201cso that when somebody clicks on links in the description of the video itself, this is being tracked through pixels and cookies.\u201d With solid analytics, they can track the path to purchase when, for example, a pixel hits a thank you page, which only happens if the customer bought something. Other factors like how long people are watching the videos can give his team valuable insight into how well the campaign is working.<\/span><\/p>\n

To Jacobson, much of it comes down to whether or not the creator and the brand\u2019s goals are aligned, and whether the product can be fit seamlessly into the creator\u2019s typical content. \u201cUltimately, we advise clients to execute campaigns that empower creators’ content rather than disrupt it, which often results in making viewers happy,\u201d Jacobson said. And if viewers are happy, they are more likely to continue down the intended path to make a purchase and become loyal consumers. <\/span><\/p>\n

When selecting creators to pair with a brand\u2019s campaign, Fidelman emphasized that the number of views or subscribers is less important than the connection and engagement they have with their fans:\u00a0<\/span>To form a real understanding of a content creator’s engagement levels,\u00a0<\/span>he looks at the number of likes, shares and comments that their videos are receiving and puts it into his own proprietary \u201cengagement\u201d formula to weed out creators whose numbers are misleading. Using this approach, he has found that a creator could \u201chave two million views, but 0.5 percent engagement, while the opposite could be true for someone with just 50,000 views who will also be cheaper to work with.\u201d<\/span><\/p>\n

Most Common Mistake: Brands \u2018Overly Controlling Over the Creative\u2019<\/b><\/span><\/h2>\n

Jacobson of BEN agreed, stating, \u201cSome of our best campaigns have included a hybrid mix of large\u00a0and mid-size Influencers,\u201d and that \u201cthis approach gives brands the opportunity to achieve true scale with a large amount of reach and engagement.\u201d\u00a0<\/span>She also emphasized that brands need to be \u201cclear with their objectives and talking points, and truly allow the Influencers to act as the creative directors and do something cool and unique that they know their audiences will love.\u201d At the end of the day, the creators know their audiences, and brands should look to them for guidance about what will resonate and what will not.<\/span><\/p>\n

\u201cThe most common mistake that brands are committing when they are overly controlling over the creative,\u201d Jacobson continued. \u201cInfluencer content is not a commercial, so it shouldn\u2019t feel like one.\u201d Coming off as \u201cinauthentic and forced\u201d has consequences, as \u201caudiences can immediately pick up on this, and it can cause a backlash.\u201d When the brands listen, Jacobson says the results are huge: \u201cOur campaigns have sold out stock of products in thousands of stores, crashed websites, and delivered over 200% ROI for some clients.\u201d<\/span><\/p>\n

Brands \u2018Understand the Importance of this Space,\u2019 but Are Resistant to Change<\/b><\/span><\/h2>\n

How well are brands taking the experts\u2019 advice? Jacobson insisted that education is important, and that they are sure to thoroughly explain \u201cwhat\u2019s been done in the past, which platforms are most effective at any current moment, trends, what potential campaigns could look like, and what kind of results to expect.\u201d But the interest is there, as \u201cmany brands understand the importance of this space, so it\u2019s really exciting to help them find opportunities and success,\u201d Jacobson said. <\/span><\/p>\n

Fidelman asserted that there is resistance from brands that still cling to platforms like television even though it offers fewer windows into how well campaigns are performing. \u201cThere is hesitance because it is what they have always done, and if you are a brand marketer or an advertiser, it is a pretty big risk to move into a new thing.\u201d<\/span><\/p>\n

[comillas]Ultimately, we advise clients to execute campaigns that empower creators’ content rather than disrupt it, which often results in making viewers happy.[\/comillas]<\/p>\n

With television, Fidelman explained, it is impossible to know who is actually watching a commercial even though it is aired. \u201cUnless you have physical stores, you have to look in a demographic area to see if sales went up or not, and it is not a direct link; it\u2019s about inference,\u201d he said. But with Influencers, one can track performance from start to finish without the big budgets of big television campaigns. \u201cMoreover, you have a third-party source that is essentially doing a commercial for you,\u201d he added.<\/span><\/p>\n

To combat that resistance, Fidelman and his team will often start small with their clients, putting together a pilot whose performance can be compared to that of the brand\u2019s television ads. He says that 90 percent of the time, the Influencer campaigns are more effective.<\/span><\/p>\n

Targeting Opportunities: Influencers Reach Variety of Demographics <\/b><\/span><\/h2>\n

While the Influencer industry was certainly propelled forward by young, digitally-savvy Millennials,\u00a0<\/span>brands with older or more diverse targets are finding Influencer Marketing to be an effective targeting tool as well. Fashion and makeup are particularly focused on Millennials and Multicultural, Fidelman said, while technology brands are targeting mostly men in the age range of 30-50. The toy industry is reaching a huge audience through kids that spend hours on their parents\u2019 tablets clicking on videos (have you seen the videos of this woman<\/a> unwrapping toys?). <\/span><\/p>\n

But Multicultural Millennials are still some of the hottest targets. \u201cExecuting Influencer campaigns in itself is a way that brands are attracting Millennial audiences,\u201d Jacobson said. \u201cAs far as Multicultural goes, Brands love working with a variety of Influencers to attract all audience demographics\u2026There are thousands of creators out there, so there are plenty of opportunities to reach any audience.\u201d <\/span><\/p>\n

The Future Belongs to Those with Long-Term Influencer Relationships<\/b><\/span><\/h2>\n

While it is encouraging to see more brands exploring Influencer Marketing, Fidelman emphasized that creating long-term relationships with the creators themselves is key to having repeated success with campaigns. Brands should aim to \u201cwork to build relationships with Influencers, and most companies that are smart enough to do it right are only doing it right one time,\u201d Fidelman explained. Episodic content over a sustained period of time will see greater returns on investment.<\/span><\/p>\n

Overall, the most important factor in the success of IM campaigns might be simple: build a good product and you will be able\u00a0to find someone who will promote it authentically. \u201cWe\u2019ve learned that the best collaborations occur when the creator truly is passionate about the brand or product,\u201d Jacobson said.<\/span><\/p>\n

[ctalatinb]<\/p>\n","protected":false},"excerpt":{"rendered":"

What:\u00a0In a recent study, more than half of all marketers surveyed reported investing in Influencer Marketing in 2016, and more than one in five estimated their corporate-wide Influencer Marketing budgets to be in excess of $1 million. 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