Steve Young says, “When you’re the only one making decisions on how to reach more users for your product, knowing which direction to take can be tough. In the past four years, influencer marketing has become a reliable customer acquisition channel for software-as-a-service startups, app developers and more. But you as already know, there are different types of influencers. Micro-influencers are influencers with less than a million followers. These followers can be on social media, write blogs, are on YouTube, etc. The bottom line is: Are these followers loyal and engaging? To determine... [...]

Stacy DeBroff says, “While both Influencer Marketing and Content Marketing strategies generate rich, compelling storytelling, copy, images and video, their approaches and results couldn’t be more different. In today’s rapidly morphing marketing landscape, brands often find paid-for content confusing particularly when it comes to differentiating between content marketing and influencer marketing. With brands and their agency partners increasingly confusing the two, they risk diluting the powerful attributes that come with each. With content marketing, brands pay to have very specific content... [...]

Ted Dhanik says, ““If you find yourself dumbfounded by the notion that 21-year-old Logan Paul could become a millionaire with goofy online videos like this, then you’re probably not a millennial,” correspondent Bill Whitaker said last fall during an edition of 60 Minutes. During the segment that followed, Whitaker explained the social media influencer phenomenon to a viewership that may know little-to-nothing about it. Influencer marketing — if you’re one of those viewers — is seen as a way, maybe even the way, to connect with Gen Y and millennials, the age groups... [...]

Ian McKee says, “The first known instance of ‘influencer marketing’ was in the late 19th century.  Yeah, you read that right — 1873. Jules Verne, a hugely influential author, was known to be writing another adventure novel when he was lobbied by transport companies for mentions. Perhaps if Jules had been a millennial, then ‘Around the World in 80 Days’ would have been an Instagram Story featuring definitely-not-awkward contract-fulfilling selfies taken on the Orient Express. I’m sure the world would have been a richer place. New tricks for old dogs You can see my point, through... [...]

Nikki Gilliland says, “As more brands turn to social media to reach and engage consumers, many naturally choose to work with influencers to front campaigns. The process isn’t always easy, of course. As highlighted in Econsultancy’s Voice of the Influencer report, there appears to be somewhat of a power struggle between brands and influencers, with the main challenges involving strategy and motivation. So, here’s a bit of insight into the biggest mistakes brands can make, and why it’s important to avoid them. Choosing influence over authenticity The natural instinct for brands is... [...]

Jonathan Long says, “Influencer marketing is one of the hottest, and effective, ways to get your brand in front of a massive targeted audience. Why? Because it works, and works extremely well. My agency has been in the influencer marketing game since long before it was a buzzword, and it’s become such a large business that we launched a second agency, blerrp, as a stand-alone influencer marketing brand. It allows brands to connect with their audience in a more organic way, when compared to traditional forms of digital advertising. There are still some CMOs and executives that aren’t... [...]

Steve Young says, “In recent years, influencer marketing has exploded. In fact, an estimated 56 percent of brands increased their influencer marketing budgets in 2016. Truth be told, you may find it increasingly difficult to meet your business goals if you don’t relate with influencers, and choose to do it all alone. The concept of building relationships with industry experts — who have a loyal community, authority and the personality to influence other people — is what drives growth. Once you establish strong relationships with influencers, you can almost bet you will... [...]

Nikki Gilliland says, “From YouTube to Snapchat, the biggest social influencers usually have a presence across all social media channels. But what are the most effective? As the below tweet from high-profile influencer, Tanya Burr, shows – it’s no longer a case of the more the better. Here are a few key takeaways from Econsultancy’s Voice of the Influencer report, in association with Fashion and Beauty Monitor, highlighting where influencers are choosing to focus and why. Instagram is key for fashion and beauty influencers Now reaching the 500m user milestone, Instagram has... [...]

Nikki Gilliland says, “Working with social influencers has become commonplace for brands over the past few years, particularly in the fashion, beauty and lifestyle sectors. In fact, with consumers now preferring the authentic voice of the influencer over even the biggest brands, we are beginning to see a shift in power, with influencers desiring greater control and even more autonomy. ‘The Voice of the Influencer’, a new Econsultancy report published in association with Fashion & Beauty Monitor, delves into this topic. Here are a few key takeaways from the report, detailing how brands... [...]

Nicolas Chabot says, “Influencer marketing is a complex space. As the practice evolves, multiple propositions compete on the market ranging from talent management agencies and specialist influencer boutiques, to influencer marketplaces and dedicated influencer management platforms. There have been several high profile examples of influencer marketing going awry, which has led to increased pressure from authorities to bring clarity on paid publications from influencers. This has also contributed to the overall noise and confusion that can overwhelm any marketer wondering how best to approach... [...]