Tag Archives: influencer marketing

Influencer Marketing Keeps Evolving

27 Dec

At the end of 2017, we offer another post on influencer marketing. With the growth of social media, influencer marketing is vital. Today, we examine how influencer marketing keeps evolving.

To recap, these are some 2017 posts. And they appear from the earliest to most recent:


Influencer Marketing Keeps Evolving

Within a short period, influencer marketing has made its mark. And the variety and number of influencers are both growing. In addition, social media stars may outdo big-name celebrities.

Consider these observations from Tom Hopkins. He is the Managing Director of One Productions. It is a video production firm based in Dublin, Ireland:

“Did you know that 94% of marketers find influencer marketing effective? Research shows it can generate 11 times the ROI of traditional ads. Micro influencers (non-celebrities) have great power. It may exceed macro influencers (celebrities). People seem to trust non-celebrity bloggers. And 60% consult blogs, vlogs, and social media posts prior to purchases. Thus, I have devised this infographic. And it looks at the impact of influencer marketing.”

The infographic reviews:

  • Influencer marketing stats.
  • Choosing influencers.
  • Influencer-generated engagement.
  • Trust in influence marketing.
  • Reach of influencers.
  • Impact of influencers.
  • Costs of influencer marketing.
  • Influencer marketing pricing models.


Influencer Marketing Keeps Evolving -- Join the Revolution
As A.T. Kearney reports. And as we have noted before:

First. The shift from affluence to influence rises from these factors. Demographic shifts. Changing values. Hyper-connectivity. That rewrites rules of global consumer purchases. Second. As a result, the future mass market will thrive on this. Influence. Customizing. Trust. Third. Last, brands will appeal to consumers. Why? Because they use technology to influence and sell. And the ability to engage people will be key.”

To conclude: Please, grasp your ability to influence. And your ability to be influenced.

Key 2018 Influencer Marketing Trends

6 Dec

As we have noted: A popular new concept is “influencer marketing.” What is it? And how should it be used? This post deals with 2018 influencer marketing trends.


What Is Influencer Marketing”

According to Evans on Marketing: “Influencer marketing is a BIG deal. With it, we target well-known individuals. Their effect on the purchase decision is high for some consumers (followers).”

Consider these remarks from the CEO of TopRank Marketing:

What does ‘influencer marketing’ mean you? Do you think of celebrities with product photos on Instagram? Or having a famous YouTuber run a contest? Why not send products to bloggers? And hope they do a nice review? Surely that’s not all marketers want from influencer relationships.”

“Think of brands working with or paying influential people to create content. And how that lifts brand credibility and reach.”

Click the links to read further:


Key 2018 Influencer Marketing Trends

Now, we review 2018 influencer marketing trends.

As Vivian Michaels observes for TNW:

“The popularity of influencer marketing rose 90x from 2013 to 2016. And it doubled the first nine months of 2017. Reasons range from their versatility (for all businesses) to their noninvasive nature. Because of this, we need to study trends.”

Thus, Michaels identities seven key 2018 trends:

  1. Value of services to increase. Influencers are sought-after on social media. Witness the rise of accounts with thousands of followers. At the same time, more firms will use influencer marketing. Thus, demand for social media personalities increases the their service value.”
  2. KPI and ROI measuring vital. With high demands on influencer campaigns, we want to measure key performance indicators (KPI) and return on investment (ROI). Thus, we expect new software and marketing platforms.”
  3. The year of integration. 2018 will see brands combine different influencer types. Each group reaches a specific target. And that reaches more people.”
  4. Video marketing critical for online audience. Video reduces me-too messages. And it is engaging.”
  5. Lawsuits against brands and influencers. Influencers and brands are careful. Yet, in 2018 we expect lawsuits to grow.”
  6. ‘Fake’ influencers with bought followers. “For little cost, a social media user gets thousands of followers. They have a big fan base. But, they buy them.”
  7. Instagram to surpass one billion users. Instagram is popular. in 2018, its influencer marketing will rise.”


Click the image to learn further.

Key 2018 Influencer Marketing Trends. Seven to Consider.

Stronger FTC Influencer Marketing Rules

17 Nov

Influencer marketing is a BIG deal today. With influencer marketing, we target well-known individuals. Their effect on the purchase decision is significant for some consumers (followers). Because of some abuses in the use of influencer marketing, stronger FTC influencer marketing rules introduced new rules.

Our past posts on influencer marketing include the following:  Influencer Marketing: Coming of Age  How to Best Reach Influencers: An Infographic.


Why Stronger FTC Influencer Marketing Rules Are Needed

As far back as 2013, we asked. “Is It OK for Celebrities to Plug Products on Social Media?” Why?

Consider these observations from Nick Bilton, writing for the NY Times:

“Today, celebrities and people with large social media followings promote products, But often we cannot know if it’s an authentic plug. Or if they were paid to say nice things. Take Miley Cyrus, the pop star traveling around America promoting her new album. One morning, she posted on Twitter: ‘Thanks @blackjet for the flight to Silicon Valley!’ The details of the arrangement between BlackJet, a Silicon Valley start-up that arranges for private jet travel, and Ms. Cyrus are unclear. But Dean Rotchin, chief executive of BlackJet, said ‘she received some consideration for her tweet.’ Ms. Cyrus did not respond to a request for comment.”

So, these questions arise. Does a celebrity call out a product because they believe in it — without being paid? Or does the celebrity endorse a product because they receive payment?


Stronger FTC Influencer Marketing Rules Now in Effect

Because of ethical abuses, the FTC moved to set standards for acceptable influencer marketing.

Lawyer Jeff Brown gave his take on this issue for Advertising Age: “The FTC watches activity in social media channels. And it is prepared to take action against both advertisers and influencers if ‘material connections’ between an influencer and any promoted product or service are not clearly and conspicuously disclosed.”

To learn more, directly from the FTC, click the links:

  • FTC Endorsement Guides: What People Are Asking. Suppose you meet someone who tells you about a great new product. She tells you it performs wonderfully. And that it offers fantastic new features. Would that recommendation factor into your decision to buy? Probably.  Now suppose the person works for the firm selling the product. Or receives payment from the firm to tout the product. Would you want to know that when you evaluate the glowing recommendation? You bet.”
  • Guides Concerning the Use of Endorsements and Testimonials in Advertising. “The Guides represent  interpretations of laws enforced by the FTC.  They provide the basis for voluntary compliance by advertisers and endorsers. Practices inconsistent with these Guides may result in corrective action by the FTC. And this occurs if, after investigation, the FTC believes believe practices involve conduct  unlawful by statute.”
  • FTC Staff Reminds Influencers to Clearly Disclose Relationship. “The FTC reviewed Instagram posts by celebrities, athletes, and other influencers. As a result, FTC staff sent out more than 90 letters. And the letters reminded influencers and marketers to conspicuously disclose their relationships to brands when promoting or endorsing products through social media. They mark the first time that FTC staff reached out directly to educate social media influencers themselves.”


Click the image to read more by lawyer Jeff Brown.

Stronger FTC Influencer Marketing Rules Now in Effect

Credit: Andrew Harrer/Bloomberg


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