Using influencer marketing to showcase a product or service can be high-risk, high-reward. Certainly if a demographic is niche. Apparently, 49% of consumers depend on influencer recommendations (DMI). So what better way to advertise its capabilities, than to capture it in real-time, posting to thousands of followers? Momentum manage the entire influencer process, with no reliance on third parties. With our experience, we’d like to highlight some highs and lows, discussing real-world cases.
Nike’s what’s inside Nike Air VaporMax?
Nike take showcasing a product’s functions to the next level. They collaborate with established YouTube channel, ‘What’s Inside?’. Creating a series of sponsored videos to really show what the product’s made of. This let potential consumers see inside and out, thereon influencing purchasing decisions. After all, quality and durability are key factors in buying sporting goods. The video campaign did very well, generating 6M views and 47k likes. It successfully helped Nike create hype along the product range. An example of successful influencer marketing with healthy RIO. However, it’s not all sunshine and rainbows…
Man City’s attendance & atmospheric booster
Although Nike saw success, Man City’s recent efforts fell short. They sought the help of influencers to boost the attendance and atmosphere of their European home games. They drew some less known teams in the Champions League this season. Naturally, this is an attempt to improve ticket sales and the overall experience. However, their agency posted something City were quick to distance from, falling short of the club’s social standards. The brief displayed above with the accompanying post were created without their permission. A lesson learnt in that taking initiative isn’t always the right call. High-profile brands rely on professionalism at every stage, something that we at Momentum are extremely proud of.
Both cases highlight the highs and lows, showing that influencer marketing is high-risk, high-reward. When done right, the benefits outweigh the drawbacks. We guarantee ROI, proven with our growing portfolio of global brands, and track-record of successes. We’d love to discuss your ideas, so please get in touch.
For all queries regarding influencer campaigns, contact our team, we’d love to hear from you!
The rise in social media influencers and sponsored content go hand in hand. Influencers earn good money creating content across social media; promoting products and services. However this influx of content led to the Advertising Standards Authority (ASA) creating the ‘Influencer’s Guide’, outlining the rules of sponsored content. Therefore we’ll discuss the new guide and what this’ll mean for the future of influencer marketing.
The guide; all you need to know
The Influencer’s Guide is made in collaboration with the Competition and Markets Authority (CMA). It outlines the rules around social media ads. These include: ASA’s definition of an ad, disclosing a post as an ad, CMA’s requirements and ASA’s ad complaints procedures. Although the laws aren’t new, the guide’s created to clarify how the laws outlined in the Consumer Rights Act 2015 apply to social media posts. Primarily, it’s illegal for brands and influencers to post sponsored content without disclosing it as such.
Disclosing sponsored content
The guidelines are a result of the CMA’s announcement of an investigation, following concerns over paid content disclosure. The post counts as an ad needing disclosure if someone gets remuneration, either as payment or in freebies, in addition to input or approval from a brand. Under the CAP’s code ads need to be identifiable as such, making it easier for consumers to decipher a post from an ad; removing any ambiguity. This is possible by adding labels like ‘ad’, ‘advert’, ‘advertising’ and ‘sponsored’ for example. In reality, it’s easy to see why this is a concern. Consumers rely on influencer’s opinions to buy goods and services. Deception is an issue if the consumer can’t distinguish between a paid and authentic opinion. Many influencers dispute unpaid collaborations as ad’s and say that it affects their reach. If you’d like to discuss this topic, feel free to ask our team.
Disclosing sponsored content has little effect on an influencer’s engagement according to research. Therefore, the future of influencer marketing targets product/service transparency; improving the consumer experience with clear, identifiable content. Although trust and authenticity is at the core of the influencer-follower relationship; transparency is key for all parties.
Get news that’s newsworthy, tune in for #MomentousMondays for influencer marketing updates. Why not contact the Momentum Social team and discuss your influencer strategy?
Influencer marketing has always been a popular form of advertising. Influencing originally needed models and sports stars, but now has a distinctly different process. Having an authentic voice to resonate more honestly with the audience; creating a more relatable campaign is now more popular than ever. Done right, the potential ROI of successful influencer marketing is huge. We offer perspective on brand power and compare how influencer marketing is shifting with the Sports vs E-Sports case study.
Influencing in entertainment
Big brands such as Adidas, use professional athletes to endorse their marketing campaigns. However, consumers understand that athletes are being paid to promote; therefore this sometimes lacks that all important authenticity. So why is it effective? Cristiano Ronaldo, the five-time Ballon d’Or winner got over 11m likes on Instagram; via the promotional post showing his transfer to Serie A champions Juventus. The post has now become one of the most liked Instagram posts in its history. Juventus have reported that in the days following the transfer, over 60m Euros were gained through shirt sales alone. Thats over half of his transfer fee! Why? The global superstar represents #CR7, the brand, the icon.
Alternatively, companies are taking similar advantage of E-Sports; naturally utilising online marketing techniques. Due to this change in trend, online marketers are facing greater opportunities to creatively engage their audience. Furthermore, sources suggest YouTube is the most marketable entertainment platform. In fact, YouTube personalities such as ‘Typical Gamer’ who has a following of over 7m subscribers, can freely explore and promote content. However, this does not mean an automatic win. There are a couple of strategies to consider when implementing your influencer campaign online:
- Framework the content effectively; highlight the campaign objectives and let the influencer freely explore the product/service to give an authentic opinion
- Budget properly and build the right team, ensure full transparency and measure collaboration success
Influencers in marketing
It’s fair to say, Gary Vaynerchuck is quite possibly the pinnacle of being an influencer in marketing. The entrepreneur and owner of global media agency Vayner media has used influencer marketing and his personal brand to scale his company enormously. The last few years has seen him make himself available for one-to-one questions on Twitter and daily podcasting… With over 109k questions coming from Twitter alone, a little crazy right? Who has the time to respond to over 100k messages? Well, he does. why? Because he claims it adds value, by communicating on a personal level. The relationship building scheme is successful for him and his company. The reason for this is because one-to-one interaction shows empathy and understanding. He validates his influence by listening to others and communicating. It takes a lot of commitment but works for him, so why not consider it?
There’s a clear trend emerging between traditional influencer marketing and fragmented digital influencer marketing. But where do the lines merge? We’ll be keeping an eye on this one, to help marketers and readers of our blog understand which strategy will work best for them.
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Finding the optimum strategy for a product launch can often be a daunting task. With marketing budgets constantly under scrutiny; direct mail, email, and product placement activities are seeing decreasing returns year-on-year with rising costs. So, what’s the solution? Following Facebook’s 2018 algorithm change on 11 January, it’s time to consider the lastest growing phenomenon; influencer marketing.
What is Influencer marketing?
Following the ‘fake news’ controversy in 2017, Facebook now limits brand exposure. Stating it will now prioritise users ‘friends and families’ and individuals over brands. This will limit brand awareness as posts will be hidden from much of the audience, behind individual and influencer content.
However, the bad news for brands is good news for social influencers. With audiences craving authenticity over generic sales messages; individuals have developed engaged followings based on their own specialist niche. Thanks to their high engagement and ability to remain neutral, Facebook actively promotes their content. Therefore, creating a cost-effective solution to a brand’s target audience.
How does it work?
Influencers are content creators in their purest form. Whether its video, creative or photo, they’re accustomed to creating engaging pieces, which resonate and portray their subject focus in a professional light. They make a living from collaborating with brands, offering services in return for payment or an experience. Due to the industry’s infancy, this can often be misinterpreted; a perfect example was recently shown by Elle Darby. However, the service influencers offer brands is a cost-effective route to their target audiences, providing the exposure they need at a fraction of traditional costs.
Using influencer marketing effectively
Using this cost-effective route to market can transform a product launch strategy. Most recently, Mercedes-Benz; a brand with deep pockets, budget for TV, print and radio advertising, instead chose influencers to launch the new X-Class. Why? Cost-effective exposure. Bringing together London’s top influencers from fashion, automotive and lifestyle, creating a social media storm. With influencers such as @Rowanrow, @JuliaLundinBlog and Josh Cutherbert in attendance, Mercedes-Benz could reach multiple target audiences. Furthermore, with over 600 posts using the event hashtag, #60MinutesWithX, in the last 48 hours, Mercedes has truly captured the audience, but at what cost?
Many influencers will either charge per post, or depending on size, ask for monetary compensation in return for documenting the event. Holding an ‘Instagram-friendly’ event in Central London created the perfect platform for influencers to capture content. Coupled with a performance by brand ambassador Tinie Tempah, ensured many posted more than the required quota. Influencer marketing achieves much higher ROI than other mediums. For example, cinema advertising may have reached the same eyeballs, but who has ever purchased an item after watching a film? However, engaging multiple influencer audiences by inviting their idols to attend a glamorous event bolsters brand perception and maximises results.
How can your brand use influencer marketing?
As part of the influencer network ourselves, Momentum Social have ties with influencers across a vast range of industries and niches. The ability to find the right influencer for your audience, allows our team to create a seamless strategy to optimise ROI. Whether it’s large scale event or a single influencer promotion, contact Momentum Social today to see how the team can support your strategy.
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