Influencer marketing is constantly being redefined and perfected, particularly as new social media platforms are created, and new ways to measure ROI are discovered. This week’s Weekly Bias uncovers the latest in influencer marketing.
With the rise of new influencer marketing companies, it’s easy to get lost in the inflated statistics, or campaign ROI that is really just lightning in a bottle. Holly Pavlika, SVP of Marketing & Content for Collective Bias, explores ways to replicate this “lightning in a bottle” campaign success in this article on Medium.
According to a Nielson report, 92% of people trust brand recommendations from individuals even if they don’t know them, which makes the case for influencer marketing. But how do brands get started with an influencer marketing campaign? This article by Content Marketing Institute breaks it down into an 8-step process.
Some influencer marketing companies have been using CPE, or cost per engagement, as their payment model. However, this payment model could lead to more influencers “fudging” their numbers, forcing clicks through social media threads filled with other influencers, or encouraging other practices that devalues their content. Our own article explains more on this payment model.
Snapchat has been the exception, rather than the rule, when it comes to social media platforms that are being used by influencers. However, UK-based Fanbytes has launched a Snapchat influencer network and performance measurement platform. Fanbytes began by creating influencer marketing opportunities on YouTube for brands such as Adidas and Disney. Could this be the next big thing in influencer marketing? Read more on VentureBeat.
Dark Social is hard to measure but can potentially be a strong influencer marketing approach. Dark social is the social sharing of content that cannot be measured by normal web analytics – basically when someone shares a URL with someone else, that’s dark social. Adidas has formed what they call “tango squads” and depend on dark social within these squads to spread the word about their brand. Read more about how Adidas is amping up it’s dark social influencer marketing in this article on Marketing Week.