How Influencer Marketing Is Changing The TV Landscape

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By Courtney Moser

 

Consumers ages 13-24 are 2.5 times more likely to watch internet videos than TV.

Video-streaming services have overtaken live programming as the viewing method of choice.

Do we need to keep citing alarming statistics or is the picture clear enough? The TV industry is changing – from trending topics and viewers to advertising methods. Traditional ads and commercials just aren’t as effective as they used to be in the midst of the digital era.

That’s where influencer marketing comes in. To better promote TV shows and networks today, it makes sense to meet your consumers where they are – online. In 2016, 78 percent of Americans had a social media profile, and in 2018, the number of worldwide social media users is expected to pass two billion. There are millions of blogs on the internet, and even more blog readers.

Influencer marketing makes the most of this extraordinary digital age to reach consumers on blogs and social media through advanced word-of-mouth marketing. Brands partner with specific influencers – who have an engaged following that aligns with their target audience – to share cultivated messages, branded content or product promotions. Trust in traditional advertising is down, but up when it comes to influencer marketing: 92 percent of consumers say they trust earned media and recommendations over all other forms of ads. TV shows can take advantage of this influencer credibility to increase awareness, buzz and viewership.

Comedy TV show Kevin Can Wait, for example, turned to influencer marketing to promote awareness for its time slot change and drive new viewers. They identified lifestyle bloggers who had seen the family-focused comedy before, and asked each of them to write one original blog post about why they’re fans and how they relate to the show or characters. A few of the creative blog topics that resulted include:

o   My favorite TV snack and Kevin Can Wait

o   Sometimes it’s just good to laugh #KevinCanWaitAt8

o   Relate to the dreaded motherhood + balance dilemma?

The blogging influencers then shared their content across social media channels using the campaign hashtag #KevinCanWaitAt8. As a second follow-up to this campaign, the show asked a larger number of social media influencers to post three times on their social networks about the show. Ten targeted blog posts and hundreds of social posts achieved more than 252 million impressions, with a total campaign value of $3 million. These combined efforts led to 57,169 clicks to the Kevin Can Wait website – increasing awareness and interest.

Although influencer marketing may not be the go-to advertising method for TV shows yet, Kevin Can Wait’s success demonstrates that it has the power to be. Using influencer marketing, shows can reach their current audience along with a wide range of potential viewers to truly make a lasting impact.

Curious about how to get started? Contact the Find Your Influence team today to learn more.

 

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The Value of Evergreen Content

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By Courtney Moser

How did that old blog post shoot back to the top of your views this week?

Thanks to the digital black hole that is the internet, anyone can find anything at any time. The article your team wrote years back about the rise of Snapchat? Still here. The embarrassing photos you posted on Facebook in college? They’re out there, somewhere. Ahem, talk about a double-edged sword.

Anyway, the positive aspect of content on the internet is that it can continuously deliver results. Months – or even years – after it’s posted, a blog post can pop back up in popularity or a photo can be picked up in a story. And when that old blog post soars to the top of your views again, make sure to analyze why (along with high-fiving). Most likely, that content is what we consider “evergreen content,” which holds its value over time.

This article explains of the origin: “If you compare it to an evergreen tree, which doesn’t go dormant and keeps returning each year, evergreen content is continually relevant information that won’t ‘fade’ with time.”

For example, even as influencer marketing continues to evolve and expand, the basics will stay relevant. This includes evergreen topics such as “Working with influencers,” and “Influencer marketing best practices.” So although timely, trending topics are valuable, it’s equally vital to incorporate more general, all-encompassing ideas.

A seemingly one-time investment can actually offer long-term results. Because evergreen content sticks around, it’s important to be strategic on where – which links and landing pages – you or your influencers send consumers. If it’s to a brand or influencer blog, great: that content lives on indefinitely. If it’s to a brand landing page, determine how long you’ll keep it up at the start of the campaign. You may be surprised at the views it receives months down the road!

Through the years, you can pick certain high-performing or relevant content pieces to update with new statistics or quotes to ensure it stays evergreen. You can also repurpose pieces by converting several blog posts into one longer e-book or transforming an evergreen white paper into an infographic. Hopefully, you’ve kept up a relationship with influencers you’ve worked with on campaigns, and can reach out to them with ideas on new social promotions for an old brand recipe or an extension of a past sponsored post.

As Entrepreneur says, influencer marketing is a “long game.” The key is to work smarter – not necessarily harder. If you already have high-quality content that is consistently relevant, why not get creative and use it again?

For more influencer marketing ideas and tips, visit the Find Your Influence blog.

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Geo-Targeting And Influencer Marketing

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By Courtney Moser

Do your marketing efforts feel like a page out of the Where’s Waldo book?

In the crowded digital marketplace today, it can be difficult to stand out. Brands struggle to be seen and heard just as consumers waver between countless products and service choices. And yet, something has to give: You have to set your brand apart by way of marketing in order to reach those consumers and impact success.

How can you cut through the clutter? Location makes the brand marketing experience more personal. By using geo-targeting to customize your message based on location, you can make sure consumers find Waldo (er, your brand) quickly and easily. With influencer marketing, this typically means working with geo-targeted influencers who reach your target audience in specific areas.

Red Bull, for example, created a geo-targeted influencer marketing campaign to promote their live tour – Red Bull Flying Bach – in Phoenix. They partnered with local social media influencers to improve awareness and drive ticket sales. Along with asking the influencers to post content leading up to the three shows in Phoenix, the brand also gave them tickets to attend the event. By honing in on local influencers and their captive audience, Red Bull successfully used geo-targeting to increase event interest and attendance.

How can other brands use geo-targeting? Rideshare company Fare debuted their services in Austin by giving local influencers free rides and asking them to post about their experiences. This simple content focused on authentic reviews helped Fare drum up positive awareness in the city that recently ousted other ridesharing companies. Of course, geo-targeting also offers a huge opportunity for any company with physical locations – from retail stores to gyms – to draw in new customers.

“As more brands look for ways to drive in-store purchases, geo-targeting for influencers will become more prevalent,” this article on 2017 influencer marketing trends says. “The targeting won’t be limited to where the influencer lives, but rather where their audience lives – shifting the definition of ‘local influencer.’”

This concept shift means that influencer marketing is advancing past basic influencer profiles to include layers of audience demographics and psychographics. As our insights into an influencer’s audience become more comprehensive, the ability to more accurately target consumers increases. By geo-targeting your influencer marketing campaign, you can gain a deeper understanding into your target audience – and by extension, find more success from your efforts.

Ready to take the next step and start honing in on the right influencers and audience? Contact the Find Your Influence team today for help.

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Event-Based Influencer Marketing

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By Courtney Moser

 

RSVP yes or no.

What makes someone decide to attend an event? It typically comes down to interest and the fear of missing out if they don’t show up. After all, no one likes to be left out of the latest happenings or feel a pang of regret at skipping an event! Society today is all about being in the know – and sharing (or flaunting) it across social media.

Influencer marketing harnesses that feeling by motivating consumers to join in on the fun by way of a trustworthy source: influencers. It’s been proven many times now that we trust people over ads. So by extension, consumers are more likely to attend an event recommended by a blogger they follow than an event promoted by way of a digital banner.

Brands have started capitalizing on this by partnering with credible, relevant blog and social media influencers to drum up buzz for events. Finding the right influencers are key here, as reinforced in this article, “the more closely aligned your event industry and your influencers’ industry, the more receptive and interested their audience will be.”

This type of event-based influencer marketing can be broken down into several smaller strategies. They include:

  • Pre-event promotion to increase interest and attendance
  • Influencer live-streaming at events
  • Post-event recaps and future promotion

The first strategy – promoting the event beforehand – doesn’t always require influencers to actually attend anything. It can be something they’re interested in or that is relevant to their readers, and they can promote and extend the invite effectively without being there. Of course, if they do attend, you can incorporate several other components into your campaign agreement – from live-streaming videos to tweeting in real-time. And an event recap blog post can be valuable for sharing details and drumming up interest in future brand events.

The most comprehensive event-based influencer marketing strategy would include all three of the above aspects. The influencers you’re working with can promote the event, attend and post on social media during, and then write a recap afterwards. This offers the highest visibility and potential results – whether you’re aiming for increased awareness, social engagement, website clicks or something else.

“When you amplify your voice, you are likely to amplify your revenue,” Find Your Influence CEO Jamie Reardon said. “Influencer marketing can impact the success of events – both online and in person.”

Can your events benefit from an influencer marketing boost? See what the FYI platform can do for you here.

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Travel Bloggers And Your Brand

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By Courtney Moser

 

“I want to go there!”

How many times have we gawked over awe-inspiring Instagram photos or Pinterest-perfect destinations? How often does it lead to Googling new cities or airfare prices?

Travel bloggers are influential for a reason: They make consumers wish they were somewhere else, they stir up the wanderlust in even the most content homebodies. In fact, 73 percent of people acquire vacation ideas from social platforms such as Facebook, Twitter and Instagram. Influencer marketing is effective because these travel bloggers are promoting their high-quality content across social media, with brands as sponsors or partners. And, 92 percent of consumers trust these type of word-of-mouth recommendations over traditional advertising.

The Northern Colorado Front Range Tourism Initiative recently ran an influencer marketing campaign around the idea of FOMO – the fear of missing out, which is exactly what travel bloggers often stir up in others. In conjunction with their #WishYouWereBeer campaign, the organization worked with Find Your Influence to invite several high-reach travel and lifestyle bloggers on an all-expenses paid trip to Colorado. Their goals were to increase buzz, drive website traffic and improve awareness for their region.

Along with posting real-time social media updates during the trip, the travel bloggers also posted three separate blog posts afterward: a recap of their adventures with photos and video, a post highlighting fall events in Colorado and a post highlighting winter activities in the state. After just the first round of posts went up, this successful campaign had already achieved a total reach of 30 million.

Creative, high-quality photos and videos are key to increased engagement and reach on travel blogs and social media. And, of course, authentic content is at the core: that’s why consumers identify with them and place their trust in their recommendations.

“Most travel bloggers would never recommend things they don’t believe in, haven’t tested or places they haven’t traveled to themselves,” Matthias, the blogger behind TravelTelling, said.

Even if you’re not a tourism office, hotel brand or airline company, travel bloggers can still be relevant for your campaigns. A restaurant can enlist bloggers to include them in a “must-visit” list for their city, while an online retail company can sponsor a “must-have” packing list. Clothing and beauty products are simple to incorporate into an influencer’s blog photos, and even less obvious organizations like banks can sponsor content about travel funds or budgeting.

When it comes to working with any influencers – including travel bloggers – creativity is paramount. How can you work with them to best connect with and captivate your audience? How will your campaign impact your goals? Whether you’re focused on increasing awareness, page views, social engagement, product sales or something else entirely, influencer marketing can help get you there.

To learn more about planning your campaign strategy, visit our blog. To ask the FYI team a specific question, contact us here.

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Influencer Marketing Best Practices: Always Work With Kids & Animals

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By Courtney Moser

 

“Never work with kids or animals.”

It’s time to turn that old adage on its head. In the world of influencer marketing, it’s advised to ALWAYS work with kids and animals. The critique that led to the outdated phrase above – that you can’t control them – is actually a benefit. Kids and animals make your campaign more messy, yes, but also more fun and authentic.

Take Loni Edwards and her dog Chloe, for example. Chloe is a mini Frenchie with a big following – more than 123,000 on Instagram, in fact. She has worked on influencer marketing campaigns with a variety of brands, including Budweiser, Vogue, Martha Stewart and PetSmart.

Edwards says of her dogs’ fame: “Pets generate these warm, happy, fuzzy feelings… Brands are starting to reach out because they make people genuinely happy, and they want their ads to make people happy.”

Chloe’s Instagram following is impressive, but nowhere near the top: There are many pet profiles on the platform with more than a million followers. After all, who doesn’t want to unwind by looking at dogs or cats in hipster glasses and scarves? Even the infamous Grumpy Cat has the opposite effect of grouchiness by spurring smiles.

The target audience for these pet campaigns is certainly alive and well: 65 percent of U.S. households own a pet. And, pet industry spending predictions for 2016 hit more than $60 billion. From digital product endorsements to Super Bowl ad spots, pets are often the star of the show for a reason. They have a universal appeal in our crazy, controversial world.

Kids, similarly, evoke positive emotional sentiments by way of cute humor and innocent insight. Mom bloggers are some of the original powerful influencers, and they often include their children in campaigns – from photos of them enjoying a new snack bar to modeling a certain brand of clothes to quoting their priceless reactions to an experience. Kids give the real scoop on everything – offering a breath of fresh air and much needed authenticity in the world of marketing.

Discount Tire, for example, created an influencer marketing YouTube campaign in celebration of Father’s Day. They gave influencers questions to ask their kids about road trips with Dad. In the video “Our Kids Tell Us About Their Dads,” the little ones answered in funny, honest ways – like saying that Seattle and McDonald’s were their two favorite trips with Dad.

Whether they know it or not, kids have power: it’s even said that kids influence up to 80 percent of household purchases. Parents always have their children top of mind, and using kids in influencer marketing campaigns appeals to family life and what matters most. From laughing at the silly things kids say to cooing over a new baby, consumers appreciate the realness that they bring.

To learn more about influencer marketing best practices, visit the Find Your Influence blog.

P.S. For the ultimate campaign cuteness overload, we suggest working with puppies AND babies… at the same time.

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How Can You Clear The Path To Landing Page Conversions?

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By: Courtney Moser

Dear Influential Ida,

My influencer marketing campaign was executed with great results. We achieved a total reach of almost three million, had high social engagement and hundreds of clicks to our website… but hardly any sales. What happened?

Sincerely,

Miffed Marketer

 

Ah, Miffed Marketer, the scenario you described is (unfortunately) not uncommon. We often focus so much on campaigns, industry trends and keeping up with marketing that we forget to analyze and improve the basics. So while your campaign results are cause for celebration, there’s clearly an underlying issue that’s holding you back from total success.

In this case, it sounds like your landing page isn’t optimized to take advantage of all of your new influencer marketing campaign traffic. Once consumers are getting to your website, you’re losing them. That means that you either don’t have a landing page, or you have a landing page that’s too convoluted to be effective.

Why aren’t your new visitors converting? Let’s examine a few possibilities:

You don’t have a unique campaign landing page. Congrats, your campaign attracted the attention of a lot of people online. They clicked on your URL, and ended up… on the homepage? A random product page? Now what? Creating a unique campaign landing page can help bridge your campaign message with your overall brand website. According to Hubspot, companies see a 55 percent increase in leads when increasing their number of landing pages from 10 to 15. Targeted, specific landing pages can be very helpful in guiding the consumers on their purchase journey through your site.

You have a weak landing page. Just having a campaign landing page doesn’t make it automatically effective. It’s a good start, but there are several necessary components to ensure it makes an impact and clears the path to conversions. To begin with, simplify your page. Look at your messaging, design, images and CTAs. How’s your headline? Research shows that you have eight seconds to grab consumer attention with a compelling headline and keep them reading. Do you offer quick value and guide them to relevant assets and information on your website? A long, complex landing page can hinder your conversion rate. Simplicity is best here.

You didn’t do any landing page tests. Only 52 percent of companies said that they tested their landing pages to find ways to improve conversions. A/B testing is a simple way to see what works best: longer text copy, more images, and so on. Which messaging is driving the most conversions? If you’re asking consumers to fill out a form on your landing page, is it too long? Is it easy to find the product your influencers were discussing? This testing should focus on your target audience and their browsing or purchasing motivation. If you don’t have the time or resources for testing, always go with the simpler landing page option. Quality over quantity.

Hopefully this helps clarify what you need to do to clear the path to improved landing page conversions. If you have any other questions about this, the Find Your Influence team is a great resource.

Sincerely, Influential Ida 

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Macro Versus Micro: What’s An Influencer Worth?

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By Courtney Moser

Jane Fonda or Jane Doe?

The question of macro versus micro-influencers has never been more relevant. As influencer marketing continues to gain power in business, best practices and tactics are under intense examination: What is most effective? Especially now that it’s shown to deliver an average of a 6.5:1 ROI, influencer marketing is in demand – and marketers are vying for the top strategies.

The value of influencers is at the forefront of marketers’ strategic assessments. There are many ways in which to measure the worth of an influencer, from words to numbers. Forbes calculates the value of brand influencers in the following equation:

Audience reach (# of followers)

x Brand affinity (expertise and credibility)

x Strength of follower relationships (engagemrnt)

= Influence

Although the above equation may seem complex, the most important point it makes is this: “Influence isn’t just having a lot of followers.” That is a common misconception about influencer marketing: not everyone recognizes that it’s about so much more than publicity or impressions. More followers or readers doesn’t always mean more engagement or a higher ROI.

The rise of micro-influencers demonstrates that brands are realizing this and placing more value on expertise, relationships and quality content. Even macro-influencers are starting to be held to this standard – it’s no longer enough to just flash an impressive follower count and hit copy/paste. Brands want substance and quality in a creative partnership.

Ultimately, however, the influencers you choose depend on your brand goals and campaign strategy. If audience reach isn’t everything to you, what is? What do you value? To determine what an influencer is worth to you, let’s play a little game called “would you rather?”

Would you rather…     increase blog views or comments?

raise awareness with the general public or a targeted audience?

partner with a “celebrity” public figure or niche expert?

increase social reach or social engagement?

Questions such as these are critical in determining the desired value of influencers for your brand. Many companies are moving toward the micro-influencer trend, but that doesn’t mean it’s best for everyone: larger brands like Zappos have found great success with celebrity influencer marketing as well.

Regardless of the type of influencer you choose to work with, you need to illustrate your worth to them as well: this is a two-sided relationship! Make sure that along with feeling valued, they also feel as if you’re offering value to them as a partner – whether that’s resources, creative freedom, products or services, feedback and more.

Learn more about choosing an influencer marketing campaign here.

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Why Negotiating With Influencers Is Hard (But It Doesn’t Have To Be)

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By Courtney Moser

What is it worth to you?

In business today, we can get so caught up with strategy, plans, cost and deadlines that we lose perspective. But, the idea of value should always be top of mind – especially when working with influencers. Both brands and influencers should ask “What is it worth?” when entering into a campaign agreement.

After all, everyone has a job to do. Some brands expect influencers to work solely for free samples or get frustrated when they don’t accept the first payment offer, but remember: this is their business, too. What is their work worth to you? What value are you offering them?

As this Entrepreneur article says: “Producing unique, interesting and relevant content for a campaign involves a great deal of work and effort. When pitching influencers, agencies should bear this in mind and propose something that will benefit everyone involved.”

When brands and influencers respect the others worth and business, negotiating becomes a whole lot easier. But let’s back up – before even entering into negotiations, make sure you’ve done your research and chosen the right influencers for your brand. Once you’ve identified the influencers you’d like to work with, reach out and introduce your brand – remember, influencer marketing is a relationship, and this is setting the stage for it.

Discussing influencer rates can be tricky, and there are no set rules. Many influencers evaluate and determine rates on a case-by-case basis, but some will have media kits with a list of prices.

“Be prepared — and respectful — of what their rate might be. If it falls within your budget, great; if not, it will help determine what caliber of blogger you can partner with. While an A-list influencer is most likely not willing to do a sponsored post for $300, a newer blogger might gladly do so and reach the niche audience you are so lusting after,” as said in this Small Business Trends article.

Following are a few tips to keep in mind when you start negotiating a brand-influencer agreement.

Outline strategy and goals: Let the influencers know exactly what your brand wants to accomplish with your campaign. They are the content and social media experts, and hopefully, your professional partners. It will be easier to work together if you have a clear understanding and visibility from the start.

Determine expectations: This is as simple as it sounds – what value are they bringing to the table? What do you expect them to produce? Discuss all factors of content and promotion, including what will be created, when it will be published, where it will be shared, and so on.

Prioritize communication: Throughout the introduction and negotiation process, keep communication at the core. This will help to prevent any future misunderstandings once the campaign begins.

Still have questions? Contact the Find Your Influence team for further campaign guidance.

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Breaking Down Business Language Barriers With Influencer Marketing

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By Courtney Moser

Es esto efectivo?

If we have to ask if it’s effective, the answer is probably not. It’s hard to make an impact with consumers who don’t know what you’re saying. And yet, many businesses have diverse audiences who speak a variety of languages. How can you break down those language barriers to cultivate a connection and raise brand awareness?

Global influencer marketing can help companies connect with audiences across the world. Instead of just translating content, however, we encourage them to build relationships with international influencers. By leveraging influencers in different geographies, brands can keep it local for consumers and increase authenticity.

“A recent Eurobarometer survey found that 9 out of 10 EU Internet users preferred to use their native language to read or watch content on the Internet,” as discussed in this article. It’s important to meet consumers where they are, in their preferred medium and language, in order to earn trust. By partnering with international influencers, brands can make the most of their global opportunities, improve awareness and increase purchase intent.

Finding influencers in other countries or who speak other languages is mostly done the same way – with a few alterations. For example, if you’re searching through hashtags on Twitter, make sure you’re using the correct term in the other language. Once you’ve found a few bloggers covering a certain niche in a different country, you can sort through their comments or social media channels and groups to discover more.

Across all languages, quality always wins over quantity. The core ideals of influencer marketing stay the same. Following are a few best practices to keep in mind when diving into global influencer marketing.

Global influencer marketing best practices:

Do your research. You know that phrase “lost in translation?” Your campaign content will likely change to accommodate the different language and cultures – make sure it all translates appropriately and results in the same concept!

Go local. Partner with influencers who live in the specific country or are part of the culture you are targeting for campaign authenticity.

Listen and learn. Seek advice from the influencers who know their home and language best. They can help ensure everything translates and let you know if something isn’t working.

Did we miss any best practices for global influencer marketing? Share your advice in the comments below!

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