Scott Galloway, one of our favourite marketing masterminds, released his take on Influencer Marketing this week. His opening scene makes a bold statement. A statement we’ve been educating our clients about for years. A statement we know will change the face of marketing as we know it.
Influencer Marketing is the most effective way to reach young people.
Want to know what else he has to say? Watch the video below.
Some statistics highlighted in the video, that you should be considering carefully when planning your next marketing campaign or influencer strategy.
Instagram is the fastest growing channel when it comes to Influencer Marketing. #Sponsored content doubled on the platform from 2016 to 2017 and most importantly – Instagram is building features and tools to make brand-influencer collaborations simpler and more effective. We’ve seen a large shift towards Instagram in the last 18 months, with more brands turning to Instagram stars than ever before to reach young people.
Influencers with under 100 000 followers (micro-influencers) are on average delivering higher engagement, and offering more value in exchange for their sponsored campaigns. We’re seeing the same result prove true in over 95% of the influencer collaborations booked through Webfluential.
Pairing with the right influencers is what will make or break your campaign. It can cost your brand millions in undelivered ROI if you’re not working with the right social media influencers. We’re working on a new formula at Webfluential, one that covers 10 touch points and considerations before making a ‘match’ – if you’re not sure how to run a full audit yourself, chat to a member of our team!
That’s a wrap for the week. If you’d like to see more of Scott’s videos you can check out his YouTube channel here.
As an influencer, it matters to you how you market and monetize yourself. You’ve worked hard to create engaging content and grow your audience base. People trust the way you tell stories, including marketers wanting you to include their brands as part of the stories you share.
This year, we’ve rebuilt our influencer dimensions which we covered in this blog post. We’re the only influencer marketing platform that takes a deep scientific look at your IBM Watson personality insights and consumer tendencies, your audience categories and the performance of your content, as well as your work ethic and feeds that into an influencer search engine.
Influencer search results are important to influencers and marketers
This week we released a new version of our influencer search engine to the 8,500 brands and marketers that use our software to run their influencer campaigns. It’s a big improvement in helping marketers find the perfect influencers for their work. If you’re up to speed with how our influencer search works, and you do the necessary work to keep your profile updated and active, you’ll be able to rank higher on the influencer search and as a result, win more work.
The most asked question by influencers to us is “Why am I not getting any work on Webfluential?” In almost all cases, the influencer hasn’t invested time into setting up their account properly, responding timeously to messages, or preparing their media kit, so they just don’t feature in influencer search results. Further to this, influencers don’t pay Webfluential to do pitch them for work, so we can’t ever be expected to favor one person over another. We rely on maths for this in our influencer search results.
What does an influencer search look like? Well, we’ve actually released a public beta of our influencer search here with limited influencer results. For marketers on a Premium account, the influencer search results looks like the image below:
Just like Coca-Cola, our influencer search algorithm is part of the secret sauce of Webfluential that only two people know about, so we’ll not be able to share just how to get to the top, but here are a few key ingredients for influencers to follow. Follow us on Twitter and keep your eyes open for some other secret reveals inside your influencer account.
Top tips for influencers to increase influencer search rankings
Update your search tags on your profile and make sure your selected categories accurately describe the content you produce
Make sure your email address and telephone number are up to date – we track all outgoing communications for delivery, opens and clicks which informs the description of “Likely to respond within X hours”
Create your IBM Watson personality insights. You can include those on your media kit. Here’s a blog post all about that.
Make sure you have a compelling and completed media kit. If you can take the time to create a personalized showcase of your content, brands are more likely to engage with you. Secret tip – add previous brand work you’ve done. That tells us (and marketers) a lot about you! Here’s an example media kit reference
Share your media kit on Facebook, Twitter and include it on LinkedIn. We track how interested marketers are in you by viewing your media kit. You, too, can track this inside your dashboard.
Over time, we’ll include more dimensions as they become important to brands. We’ll keep you updated. In the meanwhile, hope to see you at the top of our influencer search results!