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THE POWER OF SOCIAL MEDIA INFLUENCERS
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insights into leveraging influencers for your brand
brendanlowry
brelowBrendan Lowry, Curalate [email protected]
Lillian Yvette Irvin, Gap Inc [email protected] savvyclickchick
savvyclickchick
WHO’S AN INFLUENCER?
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WHAT DO INFLUENCERS DO?
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INFLUENCERS: educate, enrich and enhance our experiences, help us discover new things and inform our decisions
INFLUENCER MARKETING 5 INSIGHTS
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INSIGHT #1: IT’S ABOUT AUTHENTIC COMMUNITY
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INSIGHT #2: ONE SIZE DOES NOT FIT ALL
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WHAT DO INFLUENCERS DO?
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“[Fame] is a double-edged sword. It also makes people skeptical when they see a celebrity attached.”
Jessica Alba Allure, September 2016
MULTI-INFLUENCER APPROACH
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ONE PERCENTERS
MICRO INFLUENCERS
SOCIAL STARS
FOLLOWERS 100,000+ 5,000-100,000 <5,000
ENGAGEMENT 1% 3.5% 5%
COST $$$$ $$$ $
AUTHENTICITY
DESCRIPTION PR(able) / High Reach Influencers to serve as seasonal faces of the brand
Up & coming mid-tier influencers with a focus on content creation and engaging geographically distributed but smaller fan base to engage with their content and our brand. Help expand the community.
Organically loyal to the brand. Community and loyalty building.
OBJECTIVE Awareness Acquisition Engagement
INSTAGRAM INFLUENCER EXAMPLE RESULTS
• Highest performing
• Lowest performing
• Most engaged
INSIGHT #3: TUNE IN TO THE RIGHT CHANNELS10
INSIGHT #4: AGENCY NOT REQUIRED
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12INSIGHT #5: KEEP GOING
CELEBRITYBRAND
HOW HAVE THINGS CHANGED?
• Expensive
• Limited Supply
• Lack of Authenticity
• Effectiveness?
HOW HAVE THINGS CHANGED?
BRAND INFLUENCERS
HOW HAVE THINGS CHANGED?
10,000 to 100,000 followers offer best combo
of engagement & broad reach _______
82% follow micro-influencer
recommendations to purchase
LESS IS MORE?
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1 Markerly2 Experticity
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THE POWER OF SOCIAL MEDIA INFLUENCERS
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insights into leveraging influencers for your brand
brendanlowry
brelowBrendan Lowry, Curalate [email protected]
Lillian Yvette Irvin, Gap Inc [email protected] savvyclickchick
savvyclickchick
