This year, influencer marketing spend is anticipated to grow to more than 6 billion, up from just 3 billion in 2017. Influencer marketing is growing at a rapid pace, and with it are advancements in how we define an ‘influencer.’ Today I am going to breakdown three different types of influencers and what they mean for your brand.
Mainstream celebrities are athletes, artists, actors, and social media stars. These are the people who have often garnered fame through traditional means.
They often come at hefty price tags because the number of people they influence in the forms of views, likes, and comments are often the top of the top on social media. With that though does not mean guaranteed success. Consumers are getting smarter and trust in advertising through mainstream celebrities has decreased over the years.
According to a survey by Expert Voice, when seeking advice on what to buy, only 4% of consumers trust celebrity endorsements, 7% trust athlete endorsements, and 6% trust social media influencers.
Celebrity influencers are often a great selection for brands with deeper pockets who have a higher priority on brand awareness rather than a measurable ROI. This is because it doesn’t take many of these people to garner tens of millions of views and impressions on content, but it may not mean that it leads to direct sales as a result.
Depending on who you ask, a micro influencer is someone who has an audience within the follower range of 2,000 followers up until about 50,000 followers on a particular social media channel, usually comprised of a focused passion, topic or niche market.
No trend in this space got more attention than the micro-influencer in 2018, and we expect that trend to continue in 2019. What makes them so special right now?
First and foremost, ad blindness is not as pervasive as it would be with mainstream celebrities. These people don’t have advertisers knocking down their front doors like the Kylie Jenner’s and Lebron James of the world. Because of this, their audiences are more likely to engage with an advertisement as it isn’t an everyday occurrence.
Next, these people often have a specialization in a specific niche or industry. They garner advocacy through expertise, so often times their audience is geared toward the niche they specialize in a high degree.
If your product is geared toward fishing enthusiasts, you can be sure the audiences following fishing micro-influencers are going to have a high level of passion for the industry and trust the advice of the influencer.
This stronger bond with their audiences pays off and the data proves it. According to Hello Society, 60 percent higher campaign engagement rates are driven by micro-influencers; those campaigns are 6.7 times more efficient per engagement than influencers with larger followings, which makes them more cost-effective; and micro-influencers drive 22.2 times more weekly conversations than the average consumer.
Micro-influencers do come with a unique set of challenges. They are often hard to find and harder to manage because they aren’t as advanced as a celebrity in executing an advertising campaign with a brand partner.
That being said, they are a great starting point for smaller businesses as the barriers to entry aren’t as high. They also serve as a great medium to test out advertising content and campaign strategy before moving onto a larger-scaled campaign.
An organic influencer is an everyday fan or consumer of your brand, products, and services. These are your customers. While often not talked about as much, for reasons I will get into shortly, we have high confidence that organic influencers are going to take the bull by the horns in the coming years.
It would only make sense looking at the data of micro-influencers to expect that a similar performance pattern would follow suit for consumers as well. This is the case, as eighty-three percent of online respondents in 60 countries say they trust the recommendations of friends and family, according to the Nielsen Global Trust in Advertising Report
This makes peer-to-peer the most credible form of advertising that currently exists. Why are organic influencers not utilized as much right now?The problem brands face right now is the ability to control, scale, and measure organic influencers at a level that is worth their time.
How can you get your 1000s of your customers to share something of yours to their friends voluntarily, and truly measure the performance outcomes of each person? This problem becomes even more difficult as most social media sites prevent companies from incentivizing people to share their content and offers within the platform.
We realized there was no solution that could truly combat this, which is the reason we created Ryplio. Our mission is to help brands control, scale, and measure organic influence so they can harvest the rewards from this lucrative advertising method.
The first step in this is to give brands the opportunity to control what their consumers are sharing with their friends. Our campaign engine allows you to build anything from sweepstakes, UGC, surveys, voting, quizzes, couponing, and everything in between.
This gives brands the ability to have total control over their organic consumer program by enabling them to select the type of engagement method they want their fans and consumers to engage with and share.
The second challenge is scale. How can you get 1000s of consumers to voluntarily share your campaign with their friends, given the fact that social media prevents incentivized sharing with their platform?
Each campaign is integrated with a sharing page that happens off of the platform that is independent of the platforms themselves. This allows companies to now offer incentivized social sharing without the worry of violating TOS and being penalized for this.
Typically, someone will share content because it resonates with them in some way. Whether this is a cause that is important to them, an interest, or something of comedic or shock value. In order to guarantee scale, we understood that incentivization is a surefire method to maximize share rates organically. This is the foundation of how we scale up sharing in a hands-off method.
To know that people are sharing and it is having an impact is good, but to truly understand this it needs to be measurable. Our platform offers the ability to measure organic influence at the individual level.
Unlike other solutions, we go beyond measuring direct influence. We can understand both the direct and indirect influence of a share and tie it back to the original person. What does that mean exactly?
Influence happens on a direct and indirect level. If I share, and two of my first-degree connections engage with the campaign, that is a direct influence. If one of my friends that participated from my share also shares, and two of their friends engage, that is an indirect influence.
Why does this matter? Direct influence shows the first layer of what I directly impacted. However, indirect influence also needs to be measured because it showed what happened as a result of the people who shared from my share.
The above graphic is an example pulled from our backend from one of our clients campaigns. Each name on this web shows someone that opted-in by email. Stacy Scott (the center dot) was directed into a Ryplio campaign that this client was advertising on a Facebook ad. When she shared she directly influenced 18 people to also engage and enter their email. However, as a result of people in her downline sharing, she indirectly influenced another 97 people to engage and enter their email. This enables us to measure the true influence of Stacy Scott, rather than just the first layer of direct influence.
This measured influence is compiled for each person in our backend and can be sorted by the metrics shown in the visual example above. This allows you to understand what types of actions your organic influencers creating from their shares. Someone who influences a large number of visitors may not generate a large number of sales and vice versa. The distinction to understand what type of action each person is influencing is important.
Want to learn how to leverage organic influencers to drive a larger marketing impact for your brand? Schedule a consultation with Ryplio today.