Unspoken Rules of Influencer Marketing.pdf
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The document provides an overview of influencer marketing, highlighting types of influencers, their pros and cons, and essential marketing statistics. It discusses current trends, such as the dominance of video content and the importance of micro-influencers, while also emphasizing the significance of proper influencer selection and engagement metrics. Best practices for approaching influencers through professional outreach and understanding collaboration terms are also covered.
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Unspoken Rules of Influencer Marketing.pdf
- 1. The Unspoken Rules of In fl uencer Marketing #FalconEd #growwithsocial
- 2. Your Presenters. Flor Liondi Community Marketing Coordinator Falcon.io #FalconEd #growwithsocial @ fl orencialiondi Marissa Nardi Community Marketing Manager Falcon.io @marissanardi
- 3. In fl uencers based on their size and niche Pros and cons to di ff erent types of in fl uencers In fl uencer marketing statistics In fl uencer marketing trends How to properly approach in fl uencers Q&A Today’s Agenda.
- 4. (Housekeeping) rules help control the fun! - Monica Geller Recording & Slides Available on-demand and sent to you in tomorrow’s FUP e-mail. Questions Use the Q&A box to submit your questions for speakers. Chat Communicate with others by selecting “All panelists and attendees” before you send your message. Social Tag us across all socials using @FalconIO with the hashtags #FalconEd #growwithsocial and we’ll reshare. Survey We would love to get your feedback upon exiting the webinar. 1 2 3 4 5 6 Facebook Group Join “Grow With Social” to continue the conversation.
- 5. INFLUENCER TYPES & NICHES For a successful campaign. FALCON.I O FALCON.IO APRIL WEBINAR
- 14. • Gaming • Bloggers and vloggers • Photographers • Activists • Beauty and fashion • Subject matter experts • Thought leaders • Social media sensations In fl uencer Categories
- 15. Vlogger or Blogger… Which one is right for your brand? • Video blogs are for people interested in sharing their thoughts, and day-to-day life in video form as opposed to written • Vlogging implies regularity, and the creator is publishing videos on some sort of schedule • Advice, expertise, comedy, and many other types of content can be found in both blogs and vlogs • Vlogs have taken on a life of their own often replacing traditional TV programing, or everyday media • Vlogs foster a deeper and more personal connection between creators and their audiences
- 16. INFLUENCER MARKETING STATISTICS That every marketer should know. FALCON.I O FALCON.IO APRIL WEBINAR
- 17. 10 Influencer Marketing Statistics Source: Oberlo.com
- 19. THE PROS OF INFLUENCER MARKETING Why every marketer should include it into their strategies. FALCON.I O FALCON.IO APRIL WEBINAR
- 20. 1) You will reach a relevant audience Source: Shane Barker • Choose in fl uencers who are relevant to your niche • Reach out to in fl uencers who endorse brands similar to yours • Research and invest into in fl uencer marketing agencies
- 21. 2) You will build trust & credibility Source: Shane Barker • If an in fl uencer talks positively about a brand, their followers are most likely to believe them • To build trust and credibility it’s important to partner with genuine in fl uencers who are strong on their niche
- 22. 3) You will broaden your brand’s reach Source: Shane Barker • You can reach a lot of people you couldn’t have reached on your own • Regardless of the social media platform chosen, in fl uencers will add more followers to your accounts • In fl uencers engage with their following making their follower’s purchasing-decision making easier
- 23. Source: Shane Barker 4) You will stay in your budget • Micro and macro in fl uencer don’t need a big budget • The standard post price is USD$250 • Some in fl uencers will just make a post in exchange of a free product/service (gifting) * * We’ll learn more about gifting later on
- 24. Source: Shane Barker 5) You will reduce the purchase- decision making • In fl uencers spend a lot of time and e ff ort building their following base so their followers will know that whatever they are recommending is good • When an in fl uencer endorses your brand, their following is most likely to trust their recommendation
- 25. Source: Shane Barker 6) You will save time • You don’t have to worry about creating content • In fl uencers know the type of content it gets most engagement from their following • In fl uencer-created content tends to get more engagement than brand-created content
- 26. THE CONS OF INFLUENCER MARKETING Watch out for common mistakes marketers & in fl uencers make. FALCON.I O FALCON.IO APRIL WEBINAR
- 27. Source: Shane Barker 1) Working with the wrong in fl uencer • It takes time to research the right in fl uencer. Working with the wrong in fl uencer can damage the reputation of your brand • Some in fl uencers might have fake followers • Some in fl uencers might not have a good engagement rate.
- 28. Source: Shane Barker 2) Some in fl uences might be careless and make mistakes • Not disclosing that a post is sponsored • Creating content that doesn’t resonate with their audience • Ignoring endorsement guidelines • Getting high following and engagement through bots
- 29. Source: Shane Barker 3) Measuring results isn’t the easiest • Monitoring the campaign can be tricky • You need to make sure the in fl uencer is able to deliver your desired results • Measuring results on how many people responded positively on the in fl uencer’s post is hard
- 30. Source: Shane Barker 4) High risk • In fl uencer makes the wrong content and doesn’t resonate with their audience • Marketers loses time and money
- 31. INFLUENCER MARKETING TRENDS For a successful in fl uencer marketing campaign. FALCON.I O FALCON.IO APRIL WEBINAR
- 32. Unbox Social 1) Videos will be the most dominant format of content. 8 Influencer Marketing Trends • Video content generates more engagement • Videos force users to stop scrolling and pay attention to the post (you need to be able to get their attention within 30 seconds) • Use trendy sounds
- 33. 2) Live Shopping • In fl uencers can do tutorial or review the product during live stream • Interviews with an in fl uencer - answer live questions from the audience • In fl uencer can show behind the scenes Unbox Social
- 34. 3) In fl uencers will be more speci fi c with their niche Unbox Social • In fl uencers started to generate more speci fi c content rather than generalized content for their niche • When researching in fl uencers make sure your brand resonates with the type of content they promote for their audience • Nano and micro-in fl uencers would be best in this situation rather than an in fl uencer with more than 500k followers
- 35. 4) Users vs Content Creators Unbox Social • Social media users with the pandemic have become more aware of the tools used to create content • Content should give users value • Make it fun and entertaining
- 36. 5) Nano and Micro-In fl uencers are still important Unbox Social • Credibility + authenticity • Their follower count is lower which makes it easier for high engagement rates • It is easier for them to interact with their followers so their following interaction feels more genuine and authentic.
- 37. 6) Quantity > Quality Unbox Social • Social media has become very competitive • Quality is still important • Brands will focus on in fl uencers creating content every day
- 38. 7) Data-driven Unbox Social • Use in fl uencer marketing tools to track the in fl uencer engagement rate before approaching them or ask for the latest insights when reaching out to them • Invest in data tracking tools speci fi cally for in fl uencer marketing • Make sure the in fl uencers you work with are able to give you the results of the campaign
- 39. 8) Main focus: User Experience Unbox Social • Content should add value and sentiment • Increase a ffi nity with the brand and the creator • Content will be personalize to the user
- 40. INFLUENCER MARKETING ETIQUETTE For a successful in fl uencer approach for PR and Collaboration opportunities. FALCON.I O FALCON.IO APRIL WEBINAR
- 41. How to Approach an Influencer 1. Follow them on Instagram 2. Look in their bio for their email. Don’t send a DM 3. Get rid of the fl u ff and send a professional email outreach as you’re most likely sending an email to the in fl uencer’s agency or manager.
- 42. Know The Difference • Explain what your brand is about (unless its well-known) • Link the brand platform you’re reaching out from • PR is a trade - free product/service for a post (not mandatory) • Always make available the option for the in fl uencer to opt-out of the PR list PR Approach
- 43. • A collaboration is always paid • Ask for recent insights + rate cards • Give them a date to create a sense of urgency • SOW (Scope of Work) - if you know your campaign, give them all the info they need for the creation of the content Collaboration Approach
- 44. 3 Tiers of Emails When Reaching Out 1. Generalized & vague 2. You know the details but don’t disclose the fee 3. You know the scope of work + you layout the fee
- 46. 1. Take your time researching for the right influencer 2. You don't need a big budget to start implementing influencer marketing into your strategy 3. If the influencer can't provide it, consider investing in an influencer marketing tool to track your campaign results 4. The number of followers doesn't matter. What matters is their organic engagement rate being 3% or above 5. Clearly identify the metrics you’ll use to measure success 6. Have a good understanding of your current audience and what they value do try this at home Key Takeaways.
- 47. May 26th - 8 Reasons Marketers Should Care About The Metaverse @Falcon.io #FalconEd #growwithsocial