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!
Marketers, Brands and pretty much anyone looking to collaborate with influencers can view all of your audience demographics, performance data and highlights at a glance. Your media kit can also provide insight into what your personality is like.
This matters in the new age of Influencer marketing because the game is not just about having high follower counts anymore, marketers actually need to make sure that they pick the right influencers in order to get a better return on their investment – better results.
As an Influencer, this also means you can show marketers that you’re a good fit by making them understand your content, audience and reviews.
When it’s done right, your media kit becomes one of your greatest assets. Chief among the many benefits of having a credible media kit is that it acts as a single reference point for anyone looking to work with you. It could mean the difference between your getting booked and your being overlooked.
The initial media kit set up is quick and easy, just a few clicks from your Webfluential profile and voila! Your kit is ready. – It already comes with key information divided into three sections:
This is where all of your basic profile information is found, it should include a short bio that gets right to the point, your general location and some audience demographics like what age groups and market segments you speak to. The About section also includes a visual overview of just how your total social audience is distributed, so we can easily see which platforms the majority of your people are on.
Social channel statistics
This is where Webfluential steps up by providing you with deep insights into the performance of content across multiple social channels. Here we can basically see how well your tweets and posts are actually received by your audience. By measuring your Reach, Relevance and Resonance per channel, we are able to place you in a specific tier, grouped together with other similar Influencers. Your tier ultimately affects what you can charge per post.
Booked by Webfluential
This is the booking form found at the bottom of your media kit, it collects the main information needed to get the ball rolling, giving brands, marketers and anyone else viewing your kit the opportunity to send in a booking request immediately!
With just these three sections, your media kit is essentially complete. However, if you really want to make the most of this platform and effectively increase your chances of getting booked, take the time to customize your media kit and make it stand out by using these 6 pro tips:
1. Custom URLs
When you first create your media kit, it has a long complicated URL like the one in the image below. This is something you can and should change immediately, it just takes a second.
Your header is the first and biggest thing people see when they land on your media kit, make a great impression by uploading an image that says a little more about you.
Note that there are specific size requirements here, and make sure that your image fits.
3. Media Kit Highlights
The optional highlights section is one of the most underrated media kit features at the moment. In truth, this section is your little piece of free space as far as the overall media kit structure is concerned.
This section allows you to add text, embed content and generally link to all sorts of information that wouldn’t otherwise be found on your media kit. The available space is limited so use it wisely – stick to the facts here and add something relevant.
4. Featured Content
The featured content section is one way to really spice up your media kit. If you’ve written an article for a brand, if an article has been written about you, or if there is just a really key piece of web content that you would like to showcase – this is the place to do it. You can build credibility by adding links and descriptions in here; they come out very nicely and make your media kit stand out even more!
5. Featured Tweets
This section is great if you’ve done any promotional work for brands on Twitter, also good if you’d like to showcase your diversity or give us a sample of your caption writing skills. Whatever the tweet content is, all you have to do is find those links and add them in here. This embedded display also works very well for your more visual Tweets with images or videos in them.
6. Personality Profile
The newest addition to we’ve made to Webfluential media kits is a feature that gives you the option to really personalise it, called the Personality Profile section. This has been built with IBM Watson, an analytics product that gives brands a better idea of your digital personality based on the content that you publish online. You can learn more about setting up your personality insights here.
Once you have all these extra features in place you can be sure that your media kit is like no other! Be sure to keep it updated, adding to it or changing things up every once in a while. Most importantly, remember to share your media kit link. Put it on display like a business signpost or keep it on hand and give it out like a digital business card, and pretty soon you’ll find yourself with more opportunities than you can handle.