February 6, 2018 1:43 pm
Education and self-empowerment are vital to personal and professional growth.
Influencer Marketing is a new and thriving industry where the need for skilled marketers is growing. Did you know that demand for Influencer Marketing specialists has increased by more than 200% since 2016?
That’s why we are proud to announce the launch of our new Webfluential Academy, an online learning portal designed to assist you in formal qualifications, taking advantage of this phenomenal industry growth.
The Academy shares lessons and insights Webfluential has gained over the past few years in the form of online short-courses designed for both Influencers and Marketers alike. It’s designed to add some value to your marketing efforts, so take a look and register yourself or any of your teams working in the Influencer Marketing space.
We believe that knowledge should be shared and that marketers should act with confidence when creating Influencer Marketing strategies, implementing programmes, or reporting on key metrics.
The Webfluential Academy can be found online at academy.webfluential.com where you will see our free introductory course called “An introduction to Influencer Marketing.” This course is aimed at campaign strategists and programme managers. Much like Google courses, we offer certification which can be used to develop your experience and CV.
Course Overview: Introduction to Influencer Marketing
This course aims to provide a foundation for marketers to understand and get experience in the following:
- The basic principles of Influencer Marketing
- Understanding the measurement and KPIs of Influencer Marketing
- The practical side of creating effective strategies and their implementation
- Various use cases for high performance Influencer Marketing
- Examples of programmes that other brands have executed successfully
The course consists of 27 lessons, 4 quizzes, and if you’re up to it, an exam to get certification that you can then feature on your LinkedIn profile and CV.
*This post was written by Wati Mbewu
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January 22, 2018 3:28 pm
Influencers all possess multiple dimensions to their content; it’s what makes content unique. For each specific brand or campaign, taking a closer look at an influencers tone, personality, and professionalism will make the difference between mediocre and excellent results. To help understand the dimensions of our influencers, we apply a considerable amount computing power to the various elements that make up an influencer profile. These figures can then be measured and compared between influencers.
These tangible, data driven metrics make the job easier for marketers, helping them find their perfect match. This also rewards influencers with work for creating great content, managing themselves professionally, and delivering value to marketers.
Here are the four key themes that we look at when ranking influencers in our search results, ultimately helping marketers in their identification process:
Persona – The personality, biography, and location of the influencer
Audience – The age, gender, and location of their followers and fans across various media channels
Content – The type, tone, and performance of content, measured by the engagement rate of their audience, relative to similar influencers
Work ethic – The reviews from brands and agencies that have worked with the influencer in the past, together with their profile completeness and typical response time to requests
To get a better picture of this, let’s have a look at what some basic examples of these dimensions would look like and how you can use them.
Each influencer has their own identity, biography and digital track record. Webfluential aggregates content from all of the influencer’s linked channels, and With Watson, generates a personality sunburst that gives us a visual representation of their best attributes.
It also helps us understand what kind of consumer each influencer is – Are they interested in owning a car? What type of music and movies do they like? It even tells us about other consumer behaviors like shopping online and using a credit card.
The audience that follows, reads and engages with an influencer is important to marketers. Webfluential looks at the age, gender and location of an influencer’s audience. Further, we can understand their behaviors like their engagement, time spent on websites and repeat visits to an influencer’s blog.
This tells us more about the relationship between an influencer and their audience, it gives us an idea of the level of trust that they have built up, which in turn shows us who has the key to a specific audience.
From there we can easily identify those influencers who are in the best position to work with a brand looking to drive awareness and credibility with a particular audience.
The passion of an influencer is captured in their content. Their writing, their videos, and their images are all expressions of their opinions and are held in high regard by their followers. Webfluential analyses the impact of content on an audience and compares this to the content of similar audiences, as well as the historical performance of an influencer’s content. This helps us to spot trends over time like the newest rising stars, the most consistent content creators and the latest “trending posts” and helps match them to the brands working with influencers.
Influencers working with brands take their jobs seriously. Webfluential filters out the cream and minimizes time that would be lost trying to engage with influencers who aren’t really into it. To achieve this we look at several dimensions, but the result mainly hinges on the ratings they’ve earned from previous work done. The more good work influencers do, the easier it is for a brand to trust them, so we encourage influencers to do their bookings on Webfluential and gain positive reviews and a track record.
Additionally, we look at their profile completeness, their consistency in keeping their account up to date, and of course, how much time it takes them to reply to a marketer request.
In the same way that Google manages its search results dynamically through their Page Rank algorithm, which changes over time, we’ll keep adding insights and changing up the weighting so that our search benefits our platform for both influencers, the best of which get surfaced first, and for marketers, so that they can succeed when choosing the right influencers.
*This post was written by Wati Mbewu
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August 30, 2017 9:26 am
As commerce moves online and out of bricks and mortar stores, the storytellers that steer web traffic between the digital watering holes are poised to benefit immensely. The principle of a brand ambassador selling the lifestyle benefits of a particular brand, and people sharing that product experience with their friends and family is not new. Now, it’s just captured in the format of a digital key opinion leader (KOL) acting as a brand ambassador, with digital influencers sharing the product experience with their audience online.
Given the scale of audiences, brands, and the limited number of influencers who authentically engage online every day, those that play their strategies right, stand to become the businesspeople of the next decade. At Webfluential, our business model is built on the basis of helping people market and monetise their digital publishing platforms, and add value to their audiences as well as brands.
We work with creators and brands each day, so we want to share some of the insights we’ve learned through these experiences that will benefit influencers in their quest to make a career from their passions of creative content. In a three part content piece, we’ll share:
- The principles to live by and succeed as a digital entrepreneur
- The software that makes being an entrepreneur easy
- A list of additional resources and content that could come in handy
It’s by no means exhaustive, but a starting point of things to consider. If you’ve grown a trusting and engaged audience, have a track record of content and now want to include brands and their messages in the conversion, these are some key guidelines to position you for success.
- Remain truthful
Remain true to your content and your audience. Your unique creativity is how you developed your audience. Make sure your branded content is relevant to your audience, even though this might mean turning away certain brands. Growing and sustaining your audience is the only sustainable way to grow as a brand collaborator.
- Sell value, not reach
We’ve seen so many influencers pitch their reach to brands, only to be shown the door. With the thousand pound gorillas of Facebook and Google in the room, reach is not an issue for brands, it’s the way that content has been created to extend the brand message to the right audience.
- Showcase your track record
For most marketers, there’s work to be done vetting a long list of potential KOLs into a shortlist of content that they can share with their brand. By making a showcase page or media kit easily available through links in your bio, you increase your chances of getting onto that shortlist.
- Share in the risk
Being precious about limiting what you’ll do in exchange for a product, fee, or combination of the two will scare off brands. Often, brands are “dating” a number of influencers to ultimately find and grow their long term ambassadors. Just by going the extra mile on content, engagement and additional posts will differentiate you from the crowd.
- Put lines in the water
Given the rapid growth in the industry, there are a number of influencer platforms that offer accessibility to brands and marketers. Create profiles on a number of these. Our favourites are Famebit, Tapinfluence, and ourselves, of course.
Pitching a proposal to email@example.com might help you sleep easier at night, but it’s not going to earn you that next cheque. Networking digitally and IRL with the brand strategists, buyers and other influencers. Often, the marketing or brand decision maker is a person who loves creative content as much as you do, if they don’t already follow you.
David Ogilvy had twenty tips to win clients. Given that you’ve started in the same place as he did, with a single idea to inspire audiences, you might find these tactics applicable to your efforts, too.
Let us know what tips you have that have found to be handy in the career of digital creator. Next time, we’ll share insights on our favourite software that will help you run your business as a digital entrepreneur.
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