"This way, influencers can convey a consistent message and grow their audience with the brand as opposed to one-off sponsorships," said Michelle Merino, a Los Angeles influencer-marketing consultant. Many influencers want that too, if it fits their own personal brand and the audience they've built over years. “So that depth of knowledge is causing brands to say, ‘These are the people I'm going to work with.’ But it's no longer what we've seen in the past, like, ‘There's my list of 10 (influencers) right now.’ (More recently), ‘It's my list of 1,000,’ and now we're seeing, ‘It's my list of 10,000.’”Īs companies and agencies become more adept at influencer marketing, they've also begun looking for longer-term relationships. “You can't create a network unless you know how it may compare to your other competitors, how your brand is being represented,” Patil said. And it’s even more complex when you’re also tracking your competition and your industry as a whole. Tracking the output and performance of a network of hundreds or even thousands of influencers is far more complicated than tracking a few big names.
”In the next few years, our predictions are that that's really where the new war is, in the culmination of these influencer networks.” “Now there's an opportunity to build an influencer network across thousands,” said Neil Patil, Chief Commercial Officer for Tubular Labs, which tracks 5 billion videos and 13 million creators on Facebook, Instagram and YouTube. It's a sign not so much of the rise of nano influencers as of the use of a far broader range of influencers. In just the past year, the following of an average influencer in a deal dropped by half, to 500,000. Plenty of big names are still signing big deals, but the market has shifted in a short time, said CreatorIQ's Sovay. Fees are less, the talent more pliable, and if one of them does something stupid, it won’t metastasize into a brand-damaging P.R. No 2018 trend got more attention than the rise of the micro influencer and then, the nano influencer, very roughly defined as someone with a few thousand followers in a well-defined sector. And on the back end, rather than relying on the vagaries of organic reach, tie those assets to paid advertising, cross promotion on other media and other marketing initiatives.
Instead, WhoSay “early on got involved deeply in premium creative assets because we watch them perform better,” Ellis said. “Look at it as a creative execution, leveraging the talents and their creative skills to match with your idea or your message as an advertiser.” “If you're basing the performance of your spend on the organic fan follower counts of talent and hoping for consistent ROI, you're not doing influencer marketing the right way,” Ellis said. Just as importantly, however, influencer marketing is about more than handing out an asset and telling an influencer to flog it to their fans. People don’t have to pay attention to your bad idea." That means you can’t give an influencer a crummy idea, or even poor-quality content, and expect them to redeem it with their audience. “You really need to look at it as a creative extension to match up with your ideas as an advertiser," said Ellis, who is also Viacom’s EVP of ad strategy and business development.
Add in Instagram's snackable photos and brief videos, and the company's savvy attention to its creators' needs (as compared to Snap's active antipathy), and you can see why Instagram is the place to be for brands and influencers these days.Īs brands and agencies become more at ease with influencer marketing, they’re getting more sophisticated at integrating influencers into their broader digital campaigns, said Steve Ellis, CEO of that Viacom bought a year ago.
Jenner is nothing if not a marketing machine, her video attracting 36 million views in the month (it’s now up to 42 million), along with 7.7 million likes and 149,000 comments, according to Pex.īut Instagram also benefits by being Not Facebook, in many ways, even as it also benefits from Facebook's money and network of 2.2 billion users.įor one, many people put off by Facebook's endless string of recent scandals seem to perceive that Instagram neither collects nor misuses as much personal data. And Jenner didn’t miss the chance to pimp her own brand of cosmetics, even to her own infant child, in the month’s No.
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