创造者的经济是经济

Creators are the drivers fueling today’s free marketplace. It’s nearly impossible for growing brands to succeed without partnerships with influencers and/or media channels. Influencers drive commerce and advertising the way traditional forms like TV, radio, and newspapers did for decades. As a collective, creators continue to grow in power and counter media conglomerates worldwide. These shifts in the economy and technology have sparked the era of media reorganization.

反过来，营销人员勇敢地面对混乱，测试未经特定的合作伙伴关系以及从未见过的媒体方法。

Instagram的创作者货币化彼得·希尔兹（Peter Shields）在2011年以创造者为中心的初创公司的早期就评论了他的早期：

十年后，这比以往任何时候都更真实。喜欢和视图之类的虚荣指标很容易看到 - 但这并不意味着它们很有价值。如果您是批发零售业制作人，从13-17岁到13-17岁的Z一代观众，您将不再成功，并且可能花费更多的钱，而不是试图达到100万个目标消费者的较小队列。

Looking beyond likes & followers helps you avoid overpaying for ineffective partnerships and create a larger influencer portfolio that aligns with business goals.

The search for the perfect influencer:

在过去的十年中，领先的全球营销人员在未经宪章的领土上进行了试验，并通过采取创新风险来建立独特的社交媒体策略。有些人进展不佳……就像肯德尔·詹纳（Kendall Jenner）在警察暴行抗议中广告一罐百事可乐时是的！）。Others, however, broke every expectation of what we thought was possible for a paid ad, like when Charli D’Amelio recently danced her way onto the Dunkin’ menu and reportedly caused a 25% boost in cold brew sales on the day of release and a 45% sales boost the following day.

If you’re a marketer who has been spotting influencers using surface-level metrics and gut instinct, you’ve likely had similar experiences. Sometimes you partner with a massive creator and your campaign falls flat. Other times, you find someone whose face value numbers don’t look as impressive and then skyrocket your ROI!

当我们进入微型影响者时代时，品牌已经发现了更深层次的社区信任和范围定位。较小的追随者通常会带来更大的冲击力。

世界上有超过30m+的创作者，有无穷无尽的创作者可供选择。每个人都有其独特的追随者数量，社区参与，转换率，价值，利基集中的指纹。这使营销人员很难权衡选项，并选择合适的创作者代表他们的品牌。

有了很多选择，预计会有一些混乱和不确定性，但是管状在这里有助于理解混乱。有了更深入的见解，您可以创建一个框架，以帮助识别完美的影响者以构建更广泛的程序。在管状，我们总是说 - 从您的KPI开始。

KPIs come first

考虑您公司的业务目标。
您想提高品牌知名度多少？您想闯入新市场吗？还是与您的竞争对手区分开？

无论您最大的目标是季度，半年或一年 - 我们都有洞察力，可以帮助您找到可以增强这些计划的影响者。Some influencers are perfect for helping you break into new industries, while others are upper-funnel brand awareness gurus. Some drive ROI like no other ad model we’ve seen.

Get your KPIs and business priorities ready — and we will take you on a journey to look at different influencers and real-life situations when marketers need to evaluate options and choose what's best for their unique company goals.

In this piece, you’ll understand how to:

• Identify true value by going beyond likes & subscribers
• Forecast ROI with cutting-edge consumer behavioral insights
• 在减轻失败风险的同时闯入新的受众

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创造者的经济是经济:

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1.衡量质量而不是数量

Likes & views are容易看到，这就是为什么人们用它们来衡量成功的原因。但是，仅凭这些虚荣心指标不能衡量真正的成功。如果您是一家批发零售制片人，达到了13-17岁的Z世代观众，他们喜欢游戏中的最新广告系列，那么您很容易以“祈祷和喷雾”策略过度超越。

Measuring quality, in addition to quantity, helps you:

1. Save money by partnering with influencers who pack a bigger punch
2. Avoid paying for inactive subscribers
3. 故意使影响者策略与漏斗KPI相结合

超越表面水平，并揭示您评估不同伙伴关系潜力所需的指标。

例如，看看这些游戏影响者：

PewDiePieis the creator with the highest subscriber count on YouTube at a whopping 111M, but only a fraction of those subscribers are actually watching his content on a monthly basis. With an estimated net worth of over $40M in 2022, partnering with the popular Swedish YouTuber would cost sponsors a pretty penny.

However, looking at the deeper insights such as Unique Reach and Minutes Watched tells a very different story. The adjacent gaming influencer, Preston, has fewer total subscribers than the legendary PewDiePie, but his numbers suggest his smaller following is fully present for his content with a whopping94％的积极参与。

So how do you look at these metrics and choose the influencer who is right for you?Consider your KPIs。您的目标是什么？在营销渠道中需要更多的养育？

Forupper-levelbrand penetration and broad reach, you want millions to see your content perhaps for the first or second time. PewDiePie is a great option to align your name with one of the biggest names on YouTube. One of PewDiePie’s main sponsors is the energy drink brand, G Fuel. In just 3 videos, the creator has garnered over 20M views for the brand.

For themid to low-levelfunnel, you are looking for audiences to show increased interest in your brand and eventually convert them into loyal consumers. Preston’s audience might be a better option for this as they观看他的内容比Pewdiepie的观众长2倍。对于真正有效的下层漏斗，营销人员需要找到那些难以看见的见解并达到独特的消费者行为，这些行为与其他相似的受众区分。

Next, we’ll look at how consumer insights can vary between adjacent influencers.

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2. Understand Audience’s Consumer Behaviors

许多营销人员认为，最广泛的影响者不一定会推动最高转化率。因此，微型影响者和利基创作者的受欢迎程度增加了，因为他们有忠诚，参与的追随者，他们在推荐产品时很可能会购买。

了解消费者行为可以帮助您：

1. 扩展到潜在消费者隐藏的新内容类别
2. More accurately predict the ROI benefit of partnerships
3. Benchmark the success of campaigns by tracking growth in Market Share, Purchase Affinity, and Relevance

In the graph below showing influencers shopping affinity for exercise & fitness products, you can see that creator Larry Wheels, who has the highest unique viewer reach, has an audience with the lowest shopping affinity for exercise & fitness products. Larry Wheels would be a great option if advertisers are looking for upper-level brand penetration. However, for mid or low-level marketing where you want to drive conversions and nurture relationships, Layne Norton and The Kneesovertoesguy would be premier partnerships for fitness brands.

The smaller micro-influencers are tapped into niche social media communities where there is a strong sense of community and identity. People within these communities feel that their own identity is affiliated with specific brands, products, fashion, content interests, and creators.

Brands can outsmart their competition by going granular. Rather than just looking in broader categories like gaming or fitness, they can look at those that watch more niche segments like barre fitness classes or Roblox viewers who like punk-style creators.

看看颗粒状如何使皮靴品牌受益，例如Martens博士：

Leah Ashe – a very popular female Roblox creator on YouTube, has averaged1M unique viewers in June 2022. By checking out deeper insights like Audience Also Watches, we found that her audience is 993X more likely to also watch a smaller creator known as ItsLimey. ItsLimey is much more niche than Leah Ashe, with 218k viewers in June 2022. This small but powerful creator specifically focuses content on a fashion game within Roblox.

Tubular’s Consumer Insights revealed that this audience is 27X more likely to shop for leather punk boots than other creators. This audience would be a great lower-level funnel为像马滕斯博士这样的品牌培育，因为这个社区中的个人会以渗透到Limeyy的听众的共同独特时尚感中自我认同。

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3. Tap Into Creators from Adjacent Categories to Drive Growth

Many marketers get into the habit of looking for creators who are in 100% alignment with their industry. This tactic makes sense! It can feelless risky对于美容品牌，与美女YouTuber James Charles合作，比他们与如此美味的美食频道合作要比拥有的美容品牌。也就是说，发现揭示邻近观众兴趣的更深入的见解可以帮助营销人员确定人才的上升并减轻财务风险。

与来自相邻类别的创作者合作有助于您：

1. 吸引观众，您的竞争对手没有针对
2. 针对高级品牌知名度的邻近受众
3. 驱动转换同时也暴露你的品牌to wider audiences who have the potential to convert into loyal consumers and brand advocates

In this example, beauty advertisers could partner with food & drink or home & DIY creators who have a large share of beauty consumers within their respective audiences. With Tubular measurement, we see that 27.5% of food creator FlavCity with Bobby Parrish’s audience shops for beauty products. Comparing this number to Unique Viewers, you can justify there are nearly 4.7M addressable customers in beauty and personal care. Numbers like these help you predict the ROI impact and persuade decision-makers to approve out-of-the-box partnership choices.

尽管其他美容品牌继续追求经典的美女YouTuber或名人认可，但您可以确信您的选择不仅会吸引大型目标受众，还可以吸引新客户。针对跨界的美食家粉丝的观众提出了更高的可能性newconversions as it exposes non-beauty viewers to your brand name forupper-level funnel awareness.

很长时间以来，我们已经看到一些世界领先的品牌和营销人员依靠地表水平的测量来识别，合作伙伴和衡量影响者。通常，这意味着公司的谈判权力较小，并承担重大的财务风险。

我们在这里是为了消除伙伴关系决策和谈判中的歧义。您想准确地获得所支付的费用。通过对消费者行为和内容偏好的深入测量，您可以更准确地预测特定合作伙伴关系的结果，并期望投资的某些回报。

管状认为营销引擎应完全与业务目标保持一致。That includes your influencer program.

一切都回到：您的KPI是什么？

• 将客户营业额减少20％？
• Increase ROI 30% YOY?
• Build and nurture customer advocacy?
• 优化费用管理？

通过轻松访问那些原本难以看见的指标，您可以找到适合预算更紧密的影响者，或通过与消费者的利基市场紧密联系来帮助客户满意。

With these insights, you can actually track and monitor brand penetration efforts. For example, you can monitor the before & after of in-depth insights like Market Share (which tells you what percent of a creator’s audience shops for your brand) to benchmark success and validate spending to decision-makers.

Choosing influencers with qualities that are aligned with your business goals means you increase brand penetration and drive conversions like never before.

If you’re interested in gaining insights like these and more —click here请求带管的免费演示。

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