Understanding your audience is the key to unlocking more value out of influencer marketing campaigns, both for influencers and brands. In addition to your reach and engagement which we helped you to calculate previously (assuming you don’t already have your ZINE Influencer profile which does all of that for you!), getting a deeper understanding of who your fans are (for each channel), including their age, gender, your most popular cities, and who your most influential followers are, means you can better position yourself to brands you’d like to collaborate with. And these potential brand collaborators who have to justify why it’s so important to work with you, can better demonstrate the value of your partnership and rest easy in the knowledge that they are reaching the right people.
When it comes to influencer marketing the cosmetics and beauty industry is an early adopter that those in less mature industries can look towards to see how to nail it. Beauty brands are expertly choosing the right influencers that showcase the diversity of their products and expand existing client bases through authentic user generated content. Here are some of our favourite beauty brands #winning influencer marketing campaigns.
At a time where people crave inspiration, more consumers are turning to you this Christmas! With 84% of consumers trusting recommendations from friends and strangers over social media channels, it’s clear that the big opportunity for brands lies in word of mouth marketing.More than ever this year brands are turning to you in their aim to increase awareness for their products, generate interest so as, to increase their holiday sales.
This means that it’s up to you to stop those consumers in their tracks and capture their attention with your content. That’s why we have 6 creative ways to promote brands’ products with your content this holiday season.
You don’t need us to tell you, in the world of retail Christmas is huge! So big, sales reflect around 19.2% of annual income.
And what makes Christmas such a lucrative time for retailers? It’s the season of giving! That means you are being presented with a special time of the year where you can expand your target audience.
From the consumers perspective - buying the perfect gift for a loved one is a struggle and trust in advertising has hit an all time low, so many turn to channels they have ‘opted into’ for inspiration - namely social media.
Though influencer marketing has been around for the last four or five years, hold onto your seats as 2018 is set to be the year it BLOWS UP! Brand budgets are rising which is great news for influencers, but as the industry matures, brands are working harder than ever to find the perfect influencers, and prove their investments are worthwhile.
You need to be able to stand out from a fabulous crowd so that brands and agencies instantly see why you are so valuable to their brand. Here are the four key areas that brands will be looking at, when they look for you.
The first influencer marketing campaign I ever ran was some five years ago when we paid a certain individual well known in the industry, a hefty retainer to ‘promote our brand’. This lasted a couple of months before we cancelled the deal, frustrated that there was no stampede of new customers and we were unable to prove our return on investment.
Fast forward more years than I care to announce, and influencer marketing has flourished, so much so that it’s expected to be a $2.4 billion industry by 2019. Yet believe it or not, the scenario I painted above still resonates with many.
When it comes to active users on Social media, Facebook wins by a mile.
With 1.7 billion active users a month, Instagram’s 500 monthly active users seems miniscule.
Why then is it that your following on Instagram is so much greater than your page likes on Facebook?
It’s no secret that most of you are probably struggling to increase the number of likes, for your Facebook page. In fact, according to our calculations, you probably have at least 6 times more followers on your Instagram than likes on your Facebook page.
And get this… you’re probably sharing almost identical content on both platforms!
Try to Google how much you should be charging a brand for a sponsored post.
Did you get a straightforward answer? Our guess is no.
Determining influencer compensation can be tricky for both you as an influencer and even for the savviest of influencer marketing experts. There just seems to be no real consensus on the amount that influencers should charge brands for a sponsored post, or that brands should ask to pay for a sponsored post.
However, considering that influencers have a reach similar to that of social media display ads, assuming some standard rates can be useful when estimating costs.
Brands and marketers are investing more and more in influencer marketing. In fact this year 48% of marketers are significantly increasing their influencer marketing budgets. So making sure that influencer campaigns are actually effective and that a brand’s investment is worthwhile, is quite a big deal. Which is what we mean when we talk about return on investment (ROI). And although influencer marketing is estimated to return as much as 11 times the amount that is invested over all other forms of digital marketing, an entire 69% of marketers find estimating ROI quite the challenge.
So we will try to make things a little clearer, to help you understand how brands attempt to measure their return, and how you could get an incline into whether you were a good investment after all.
Collaborating with brands requires constant creativity, but like most influencers out there, there are times when you might experience a creative “block” when really you want to be experiencing that creative "flow".
So to get your creative juices flowing, we present you with some of the most common, inventive and effective ways influencers choose to show off a brand's products. Successfully persuading instagram scrollers into stopping to make a purchase, with their sponsored Instagram posts.
At ZINE we have our own unique approach where Quality triumphs over Quantity. Because we want to guarantee that our clients are exposed and have access to the best influencers out there, who can ideally convert their own followers into customers. That’s why after you sign up, we do a quality check.
When you sign up with ZINE you agree to potentially being part of the Influencer Catalogue. However creating a Media Kit with ZINE does not guarantee that you will be a part of any other features on ZINE.
How the ZINE process works...
Over the past few years instagram has been one of, if not the most popular platform for Influencer marketing. Not only because of its extensive use by millennials, the most prized consumers, but also because it's grounded and prevails in content creation. Its visual nature embedded in a form of reality, ease of content discovery, and constant deployment of content-creator friendly features. Quickly turning into the number one resort for content creators, and for those who take advantage of their influence.
Other than reaching out to a specific, targeted, already established groups of people with niche interests, influencer marketing in itself is sneaky; using individuals with a large social media presence to promote products implicitly. The explicitness of an ad promoting a product as seen in other forms of advertising, is absent in influencer marketing.
52% of 310 million bloggers worldwide write about products and their opinions on brands; grabbing the attention of 1.4 billion, active internet users who consult blogs for products or to be updated with the latest trends and ideas.
However, despite their power of persuasion their followers to purchase products, audiences are now wising up to the fact that the social-media personalities they follow, the ones who would typically, naturally sway them to make specific purchases, are receiving some sort of compensation to promote the products they "review".
Fashion week is show time. Not just for designers and fashionistas; but also for all you fashion bloggers out there. As a fashion blogger you should make good use and take advantage of this time. It's the best opportunity you'll get to make connections with PR agencies, lasting impressions with brands and be a source of information and inspiration for your readers.
Are you engaged?
Despite what it may look like, we can assure you that you haven't accidentally landed on a dating site. But we thought we’d discuss engagement rates- not the rate at which you’ve received marriage proposals (which we hope isn’t too often…). We’re talking about your social media engagement rates; how engaged your audience is with the content you post online. Specifically focusing on Instagram engagement. With rates ranging from 0.1-20%, without any sort of context, you probably can’t figure if it your audiences are engaged enough or not.
The use of celebrities and top tier bloggers, with a huge following for marketing strategies is starting to die down. That's not to say that influencer marketing itself is dying down. In fact the influencer industry is exploding. However brands are choosing to work with a different kind of iinfluencers, those with a smaller following aka "micro-influencers".
Sounds crazy right? Well not as crazy as you may think.
Different influencers dominate on different social media platforms. Food bloggers have 4x the number of followers on blogs than any other industry. On twitter, it’s the family influencers that take the lead, mostly mummy and parenting bloggers. On Facebook, food influencers are in the lead; followed by lifestyle and home bloggers whilst Instagram is dominated by fashion and travel influencers (AdWeek).
2016 was the year influencer marketing made its mark. Influencer marketing was impossible to ignore; with a flood of companies who rushed to try it out, social media personalities only become richer, larger companies grew even more whilst smaller brands finally received the attention they deserved.
Next year won't be all that different, but we will see influencer marketing shift from what seamed to be merely a "trend" to a necessity