Tag Archives: influencer marketing

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

 

Influencer Marketing: Coming of Age

1 Feb

One of our most popular emerging concepts is “influencer marketing.” What is it and how should it be used?

Consider these observations by Lee Oden (CEO of TopRank Marketing):

What does ‘influencer marketing’ mean to you? Are you thinking of celebrities posting product photos to Instagram? Or having a famous YouTuber run a contest for a meet and greet at an event? Why not send products to bloggers in the hopes that they’ll do a review and say nice things? Surely that’s not all enterprise marketers think of when it comes to the possible outcomes with influencer relationships.”

“The promise of brands collaborating or outright paying influential individuals to create content that lifts the brand’s credibility and reach to sell more products is something that companies of all sizes have been hot on – especially in the past 12 months. With a groundswell of interest, there are many divergent interpretations of what influencer marketing really means.”

“With so many different opinions, best practices, and even definitions, we set out with influencer marketing platform Traackr to bring clarity and future direction by conducting research into the practice for large, enterprise organizations. We also engaged my pal and respected futurist, author and analyst, Brian Solis of Altimeter Group to conduct an analysis of that research and write a report outlining what is working, what isn’t and future trends.”

 
Take a look at Influence 2.0: The Future of Influencer Marketing Research Report 2017, in-depth analysis and research on influencer marketing. Click on the image for the full report. [Note: a FREE signup is required.]

 


 

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