5 Approaches for your Influence Marketing
Since the advent of the “social web”, any individual can become a voice, a media in its own right, able to reach thousands of people …
Those who find themselves in this situation are commonly called “influencers” in the world. profession …
And brands have understood their interest!
According to a study, Econsultancy 2016 Rise of Influencers Report, 59% of marketers were planning in 2016 to increase their budget dedicated to marketing influence (influence marketing).
But what is the precise definition of influence marketing?
According to the website definitions-marketing.com:
“Influence marketing is the set of practices that aim to use the potential of influencer recommendation, most often understood as a digital influencer. Originally geared towards members of communities or the most active forum, influencer marketing is now targeting the most recognized bloggers on their theme, social network users most followed on Facebook or Twitter or established youtubers […] ] Difficult to quantify, influence marketing is a technique and a market that are developing strongly. “
So if you too want to get into the marketing of influence, this post will tell you 6 cases corresponding to 6 different approaches …
1) Wix: the “effective & profitable” partnership from an advertising point of view
Influence marketing can sometimes be considered as an advertising lever “like any other”.
Imagine that even approached from this angle, influencer marketing has economic advantages over other promotional techniques.
If you report the reach of some influencers to a basic CPM (Cost per 1000 impressions), the operation often comes at a cost.
Some even argue that it would be 3 times cheaper than advertising on social networks. So why twitch?
Wix.com, it’s dark.
For those who do not know it yet, Wix is one of the leading platforms for creating websites.
There are no less than 100M of web pages that are “powered” by Wix.
But the publisher has established a partnership with the team of “Good Mythical Morning”, led by Rhett & Link (Youtubers with 20 million subscribers).
They agreed to redo their site with the Wix platform and then created a series of videos promoting the famous platform to create a website.
In addition to exposing their brand to the wider community of Rhett & Link,
Wix also saved all the production costs of the videos (hence a very low CPM)
2) HelloSociety: Working with micro-influencers rather than stars is more profitable
If you ask the question to an influencer, the 3/4 will answer you that the brands with whom they collaborate seek above all “volume”.
But selecting influencers only on purely quantitative bases (ie: number of followers) can be problematic for a brand.
Beyond the important cost to engage (the popularity, it is paid),
It should be noted that celebrity accounts do not always make “credible” …
Everyone is not fooled, and understands that the star is not a “fan” of the product, but simply a muse.
There is another strategy than just going through the “stars of the web”: building partnerships with “micro-influencers” (30,000 followers or less).
This is a long-term approach that Hello Society defends (Influence Marketing Agency on Pinterest, acquired by the New York Times in 2016), arguing that it is more profitable for the marketer.
The theory is that if you succeed in identifying, collaborating and maintaining your relationships with a whole ecosystem of “micro-influencers”, you will get much better returns in the medium / long term.
According to their study, 60% of the engagement of a campaign involving influencers is actually generated by “micro-influencers” (6.7 times more effective than the star influencers).
Because in reality, the more the influencer has a big community,
more engagement rates fall …
To give an idea, you can count on 8% of engagement with an influencer with less than 1000 followers against 1.6% with an influencer having 10 million subscribers.
“According to a study by Marketly (2016), the most important element sought by a brand in an influencer is its ability to engage and not the number of subscribers.”
3) L’Oréal Paris: Raising your own influencers in programs designed as TV
Some brands are looking for influencers. Others decide to create them.
This was in any case the decision of the famous beauty brand, L’Oréal Paris with its initiative “Beauty Tube”.
BeautyTube is a Youtube show, designed as a TV program, which aims to teach young talents how to become a successful beauty Youtuber.
The brand controls all content from A to Z,
while providing its audience with an entertaining program, formatted “as viewers are used to seeing it”.
However, the initiative sometimes provokes controversy.
One of the participants for example, Miss Papote on Youtube, whose community revolves around the bio, was attacked for the controversies around the alleged tests on the animals of L’Oreal.
In short, some see in the highly framed format a “loss of authenticity” that is not to everyone’s taste and not always favorable to the influencers in question …
4) Sephora: imagine a universe of services in which influencers are exclusive content providers
Sephora imagined an innovative service with Google Assistant: a conversational bot with whom it is possible to interact
- through Google Home
- or via Android smartphones,
- or through the Google Assistant on iOS.
In this larger project, influencers are part of a whole.
In addition to giving users the possibility to book a beauty service in a store of the sign,
or play quizzes on beauty,
Sephora offers exclusive podcasts with beauty bloggers.
The format looks like a radio show, moderated by a journalist who receives each blogger as a “guest”.
Influencers seduce their communities with “authentic” content. So why not use them where they are best?
That is to say to provide authentic and exclusive content, really able to interest the customers of the sign, and who can make them discover these stars of the web from another angle.
5) Amazon: Turning a community into a powerful affiliate network to monetize it
Another approach, more business than marketing, is that of Amazon.
In 2014, the retail giant bought Twitch (video game live streaming platform) for $ 970 million. At that time, the platform focuses a community and huge uses: we talk about 55 million users and 2% of Internet traffic in the US (only Netflix, Google and Apple had a higher traffic).
Recently, at the PAX West video game conference, we learn that Amazon has decided to turn Twitch into an “influencer machine” that should help its retail business.
Indeed, by broadcasting their live streaming on Twitch,
users will now be able to install a widget to highlight products they like
and earn commissions for the sales they will generate directly.
Affiliation makes it possible to effectively monetize this community bought by Amazon, and transform marketing influence into marketing performance.
The maneuver is interesting because the Twitch community has almost doubled in 3 years and now has 100 million users per month, including many Millenials (this famous target that advertisers have difficulty in apprehending).
This represents a huge consumer potential for a generalist like Amazon.
Moreover, even if the platform remains fairly “niche” (centered around the video game), the commitment is at the highest, with some “stars” as famous as top athletes.
In the end, knowing what is the right approach when embarking on influencer marketing is intimately dependent on your goals and KPIs.
The key things I’d like you to remember when it comes to marketing influence:
Compare influence marketing to the cost of other advertising levers; it will even seem advantageous
Look at all influencers, behemoths and niches
Good influence marketing is above all a “native” marketing that respects the codes, the universe and the opinions of your influencers.
If you have the resources to do it, it’s always interesting to create, educate and guide your own influencers who will remain ambassadors from the very beginning for a long time.
Imagine a long-term strategy that goes beyond a simple partnership …
Imagine a user experience.
If you are well anchored in a community, there are innovative business models that can monetize the influence.
Be aware that the road can be fraught with obstacles.
Finding the right relay of opinion remains the number 1 challenge for brands, followed by the difficulty in measuring the real ROI of these initiatives.
It is, however, oh so profitable for companies to build bridges with the “influencers” relevant to them. Refilling with authenticity, good content, and long-term relationships with opinion leaders can make a difference in the medium / long term.
Got a question on how to set up Influence marketing campaigns?