THE STATE OF INFLUENCER MARKETING - Adobe · PDF file2 The Rise of Influencer Marketing What is the Current State of the Industry? Reasons for Hyper Growth What Makes Someone a Social

THE STATE OF

INFLUENCER MARKETING

2

The Rise of Influencer Marketing What is the Current State of the Industry? Reasons for Hyper Growth What Makes Someone a Social Influencer? The Spectrum of Social Influencers The Expansion of Influencer Use Cases The Evolution of Influencer Platforms

About the Research

Future Trends About Us

| The State of Influencer Marketing

T A B L E O F C O N T E N T S

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In an increasingly crowded social scape, marketers are scrambling to maintain and nurture the human connection that has been lost through the filter of technology.

T h e r e a r e i n n u m e r a b l e r e a s o n s f o r c o n s u m e r d i s t r u s t o f a d v e r t i s i n g , b u t t h e r e i s o n e u n i v e r s a l s o l u t i o n — I n f l u e n c e r M a r k e t i n g .

Influencer marketing is word-of-mouth marketing at scale. The industry has exploded in the last two years, with 80% of marketers currently mobilizing influencers.

3 | The State of Influencer Marketing

T H E R I S E O F I N F L U E N C E R M A R K E T I N G

GOOGLE SEARCHES FOR ‘INFLUENCER MARKETING’ 2010 - PRESENT


W H A T I S T H E C U R R E N T S T A T E O F T H E I N D U S T R Y ?

To get a snapshot of how and where influencer strategies are being adopted, we asked 64 of the world’s top marketing executives to get their take on the status of the influencer industry. While every marketer’s influencer program was unique to his or her brand objectives, there was one overwhelming consensus— influencer marketing is cost-effective, scalable, and effective for their brands.


1We spend more time on social networks than anywhere else online: the average person spends 1.7 hours per day using social networks.

M A S S A D O P T I O N O F S O C I A L M E D I A

R E A S O N S F O R H Y P E R G R O W T H


2Per a study by Nielsen, 83% of consumers trust the recommendations of friends and family when making a purchase, while only 46% trust a Facebook ad.

C O N S U M E R T R U S T I N E A C H O T H E R



3More than half of the likes attributed to a paid Facebook campaign often come from fake accounts— additionally, an ANA study estimates a projected advertising loss of 7 billion dollars to online bots in 2016.

F I N A N C I A L L O S S T O A D F R A U D


https://newrepublic.com/article/121551/bot-bubble-click-farms-have-inflated-social-media-currency


4Ad blockers have seen 41% year-over-year growth in usage. Over 200 million people globally are currently using ad blockers, with 45 million in the United States alone. As a result, over $21 billion in ad revenue was lost to ad blockers in 2015.

T H E R I S E O F A D B L O C K E R S



5Word-of-mouth is 50x more likely to trigger a purchase than an impersonal ad.

S C A L E D P O W E R O F W O R D - O F - M O U T H



6Mass adoption of social media has made it possible to turn word-of-mouth into a science. By accessing user data systematically, we are now able to create and analyze consumer profiles that include social influence levels.

E V O L U T I O N T H R O U G H D A T A



W H A T M A K E S S O M E O N E A S O C I A L I N F L U E N C E R ?

How deep are you diving to determine social influence? Given the dynamic nature of influence— both on social media channels and inherent within all human interactions— there are more qualities to influencers than meet the eye.

Influence is like an iceberg; if you’re measuring your strategy by influencers’ potential reach, you’re only scratching the surface of the value they can drive towards your brand objectives.


R E A C HThe size of an influencer’s following or audience size on any given social channel. Within that reach, the engaged reach is the size of audience within this following that will actually engage with the posts.



R E L E V A N C EThe quality of alignment and connection an influencer shares with their followers around a brand or topic.



R E S O N A N C EThe quality of an influencers’ connection with their followers, and their resulting ability to drive a desired behavior or action from the target audience.


Mega-influencers Macro-influencers Micro-influencers


We all participate in social media differently: 1% of users actively create new content, 9% drive engagement and amplify social content, but most users on social are listeners, or passive viewers of content.

Among the 10% is a spectrum of influencers that ranges from celebrities with millions of followers to everyday consumers—like cross-fitters— who are highly engaging among their friends around certain topics.

T H E S P E C T R U M O F S O C I A L I N F L U E N C E R S

Engaged Reach



REACH

E N G A G E D R E A C H

1 M +

2 - 5 %

M E G A - I N F L U E N C E R S : A r t i s t s , a c t o r s , Y o u T u b e , o r o t h e r s o c i a l m e d i a s t a r s

R E A C H

• T H E 0 . 0 0 0 0 1 % : Social influencers who create original content

• Q U A N T I T Y : ~5,000 Across all social networks in the U.S.

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• R E L E V A N C E : Higher topical relevance, lower brand relevance

• R E S O N A N C E : Lowest ability to drive a reaction from their audience



M A C R O - I N F L U E N C E R S : E x e c u t i v e s , j o u r n a l i s t s , a n d b l o g g e r s

Engaged Reach

REACH


1 0 K - 1 M

5 - 2 5 %

R E A C H

• T H E 1 % : Social influencers who create and curate content

• Q U A N T I T Y : ~32,000 Across all social networks in the U.S.

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• R E L E V A N C E : Higher topical relevance, lower brand relevance

• R E S O N A N C E : Moderate ability to drive a reaction from their audience



M I C R O - I N F L U E N C E R S : E x i s t i n g c u s t o m e r s o r e m p l o y e e s

Engaged Reach

REACH


5 0 0 - 5 K

2 5 - 5 0 %

R E A C H

• T H E 9 % : Social influencers who create and amplify content

• Q U A N T I T Y : ~15,000,000 Across all social networks in the U.S.

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• R E L E V A N C E : Lower topical relevance, higher brand relevance

• R E S O N A N C E : Highest ability to drive a reaction from their audience


Mega-Influencer

Macro-Influencer

Micro-Influencer

Cost Per 1k Impressions

(CPM)$12.94 $13.76 $16.05

Cost Per Engagement (CPE) $0.55 $0.74 $0.83

Click Through Rate (CTR) 1.24% 0.80% 3.92%

Cost Per Lead (CPL) $11.03 $8.26 $4.56

Cost Per Purchase (CPP) $33.54 $31.84 $12.17

Not all influencer types are created equal. Since mega, macro and micro-influencers are each optimized for a different set of objectives, they drive varying sets of value for your brand.

Consequently, it’s crucial to define your metric goal before you pick an influencer to drive your strategy objectives.


Get People to Claim My Discount or DealCollect Survey Data + Insights

Drive Installs of My Mobile App Generate Real Video Views

Curate + Distribute User Generated Content Acquire Email Subscribers

Increase Conversions on My WebsiteDrive More Traffic To My Website

Amplify My Brand Posts on Social Media Increase Engagement With My Branded Content

Make My Influential Customers More LoyalGenerate More Awareness of My Brand

% of Those Surveyed Who 'Strongly Agree'

47%

45%

45%

30%

28%

15%

15%

11%

| The State of Influencer Marketing 20

T H E E X P A N S I O N O F I N F L U E N C E R U S E C A S E S

68%

65%

62%

50%

HOW ARE MARKETERS USING INFLUENCERS?

| The State of Influencer Marketing 21

T H E E V O L U T I O N O F I N F L U E N C E R P L A T F O R M S

Discover your relevant & trusted customers who

influence friends/followers in your target market

DiscoverSelect a goal and provide content to be shared on specific social networks

Activate

Manage and fulfill all the different types of incentives offered in

exchange for activation

Incentivize

Track posts, engagements, clicks and conversions driven

per influencer, network, campaign or creative type

Track

Monitor performance of your influencer initiatives and optimize mid flight to maximize ROI

Analyze

Keep influencers continuously engaged

with your brand to drive recurring ROI

Retain

Create audiences of identified influencers to activate in tailored

ways at scale

Segment

Early influencer platforms identified influencers, but without activation capabilities marketers were forced to manage influencers manually. Platforms have now evolved to automate all 7 steps of the process:

| The State of Influencer Marketing22

We surveyed 64 marketing executives from the manager to C-Suite level across different verticals and positioning in the marketplace. The goal of the survey was to gain insight into where marketing executives envision influencers fitting into their brand objectives.

A B O U T T H E R E S E A R C H

C-Suite 23%

VP 23%

Director 44%

Manager 9%

Luxury 36%

Middle 51%

Value 13%

BRAND POSITIONINGSENIORITY

| The State of Influencer Marketing23

F U T U R E T R E N D S

The most valuable influencer marketing campaigns to date focus on conversion metrics; 65% of marketers currently consider influencer marketing a top-of-the-funnel tactic as opposed to a bottom-funnel tactic, but…

… a s i n f l u e n c e b e c o m e s a t r i e d - a n d - t r u e m a r k e t i n g s t r a t e g y i n f u t u r e y e a r s , t h e a c c u m u l a t i o n o f d a t a f r o m i n f l u e n c e r s w i l l a l l o w m a r k e t e r s t o t r a c k c o n s u m e r b e h a v i o r a t e v e r y t o u c h p o i n t .

The influence— and social capital— of everyday consumers on social media will continue to evolve as the purchase journey happens more and more frequently within news feeds. Correspondingly, the value of knowing the social capital of a brand’s most influential customers will be the most crucial marketing tool to harness moving forward.

We empower brands like Converse, Tom’s of Maine and Hulu to rise above the noise through marketing people trust. With Mavrck, you harness the power of human-to-human marketing at scale by tapping into your most

valuable asset: existing customers with influence.

Our patented micro-influencer marketing platform powers brands to discover and activate millions of their most influential customers to distribute content and drive conversions across social networks. To take the first

step in activating your brand’s micro-influencers, contact us for a free consultation or demo.

A B O U T M A V R C K

C O N T A C T U S

http://info.mavrck.co/contact-us

http://info.mavrck.co/contact-us

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THE STATE OF INFLUENCER MARKETING - Adobe · PDF file2 The Rise of Influencer Marketing What is the Current State of the Industry? Reasons for Hyper Growth What Makes Someone a Social