如何为下一个竞选选择合适的影响者

Despite its growing popularity over the past few years, influencer marketing is not a new concept. Celebrities, socialites, politicians, royals and anyone else who has exposure to the spotlight have been endorsing brands for as long as we can remember, both in a professional capacity and sometimes without even being paid for promotion. How many times have we seen Kate Middleton wear a dress in public, only for it to be shared across media outlets the next day on where you can buy your own version?

It’s not just well-known faces either. We’ve all been guilty of scrolling through Instagram and seeing someone wearing something that you have to have, even if you don’t know them. It even happens with people we do know, we almost have this form of FOMO that has us reaching for our credit cards and splurging on something, just because somebody else tells us it’s great. The influence that others can have over our buying decisions is powerful and it’s one of the main reasons why influencer marketing works so well.

但是,只有一个被用来推广产品和服务的名人的日子已经一去不复返了。现在,我们认为作为“影响者”的新浪潮意味着我们看到了“正常”,才华横溢的创作者在社交媒体平台上建立自己的品牌和存在。188滚球地址我们甚至看到了使用这种营销的行业转变,除了我们传统上认为是名人会推广的产品。尽管您仍然会发现时尚和美容产品正在继续与背书一起工作,但诸如游戏,清洁甚至加密货币之类的兴趣都在将有影响力的活动实施到营销策略中,并且它正在奏效。

We’re now at the point where you can think of the most obscure interests and you’ll likely find some authoritative voices in the space. For example, cleaning guru辛奇太太has over 4.1m followers on Instagram thanks to her genius cleaning hacks and immaculate home. She’s even managed to coin a new term, ‘Hinching’, which other influencers have even jumped on in their own content. Who would have thought that ten years ago, we’d be actively excited to see how someone cleans their kitchen bench?This interest in influencers and their content has only increased over the years. In 2021, the influencer marketing industry is set to grow toapproximately $13.8 Billion, up from $9.7 billion in 2020. These are huge numbers that we are talking about and if you aren’t yet investing for your brand, could now be the time?

随着越来越多的品牌浸入脚趾或首先跳入有影响力的营销水域,围绕有效策略的讨论至关重要。金博宝188备用网址我们应该投资多少?哪些平台最适188滚球地址合我们的品牌?我们应该说什么?我们应该与谁合作?所有问题同样重要,当您决定所有重要的平台和拟议的预算时,就该选择有影响力的人了。188滚球地址

For global brands, celebrity endorsements are often the first choice when it comes to choosing someone to represent your products and services. Companies such as Nespresso, Chanel and Pepsi have all spent millions of dollars on celebrity endorsements, with the likes of George Clooney, Beyonce, Nicole Kidman and Tiger Woods amongst the stars appearing front and centre of campaigns and advertisements.

但是,如果您没有数百万美元的预算,而Ronaldo或Venus Williams负担不起您的新型运动服呢?这是否意味着您不应该投资有影响力的营销策略?金博宝188备用网址实际上,如果您在一些鲜为人知的面孔上使用该预算,则可能对您有利。

For those who work in marketing, the ‘micro influencer’ buzzword has been banded around for a little while now. Whereas it had us initially scratching our heads as to what this even meant, we’ve now established that these influencers could actually be crucial when it comes to influencer marketing strategies and according to Influencer Marketing Hub’srecent report,这些影响者实际上吸引了最高的参与率,尤其是在Instagram和YouTube上。

Typically harnessing communities of followers in the 10k-50k mark, micro influencers aren't known for featuring on our screens and radio. Rather, these influencers are almost exclusively discovered through social media, establishing and growing engaged followers that have a genuine interest in their content. These influencers tend to be really involved in the community they have created also, whether that’s through exclusive Discord channels, Facebook Groups or simply dedicating time to responding to individual comments and messages.


如何为下一个竞选选择合适的影响者:


The argument for micro influencers

Brand consumption has changed and audiences are now expecting more experiences from businesses that they engage with. This has since been heightened by the coronavirus pandemic and as we were forced to live our lives online, we have become even more reliant on shopping and living almost exclusively digitally. That also has an impact on how we communicate, with digital presence now an absolute priority for success.Aside from the topic of increasing digital engagement, which is very much a conversation in itself, we’re also now competing in a much noisier marketplace, with the need to stand out even greater than ever before. This is why influencers can be so beneficial, because they already have an audience that you can tap into straight away.

当涉及到微影响者时,这些受众被证明更具参与度,因此您的品牌更有可能被视为。微型影响者还倾向于仅具有与观众共鸣的产品和品牌,以此为自己拥有专有的追随者而感到自豪,这些追随者来寻求建议和灵感。

This also ties into the topic of considering values. All influencers are people in their own right, meaning that they all have their own values and beliefs. However as influencers grow in popularity, it has been known for these values to become slightly blurred. We’ve all seen the posts of celebrities being contracted to promote whitening toothpaste and detox teas, only to delete the posts a matter of weeks later. This has also brought in the discussion of how legitimate influencers actually are and it has caused consumers to become sceptical. An effective influencer will only be happy to create content that they truly care about and that they know their audience will engage with, not featuring something because it gives them a high paycheck.

与许多内容创作者一样,微影响者比任何人都更了解他们的受众。他们知道他们想要看到的内容以及他们想要进行的对话,这有助于参与率。

当然,只选择没有任何研究的微影响者,就不太可能导致ROI令人印象深刻。但是,通过这组影响者报告的参与率,当然应该是我们选择的一种选择?


What about macro influencers?

When it comes to choosing between an influencer with 10k followers or someone with 1 million followers, quantity isn’t necessarily synonymous with quality. In fact, we’ve already shared an argument for why using micro influencers can be more effective. But if we look specifically at macro influencers, those who have between 500k to 1 million followers, there are still benefits.

不需要与A级名人相同的支出水平,宏观影响者的参与率可能少于其微型对应物,但这并不意味着他们不值得投资。宏观影响者通常被认为是其所选领域的专家,并且可以定期被视为家喻户晓的名字。这可以使合作成果富有成果,尤其是如果影响者的价值与您的品牌保持一致。他们潜在的名人身份可能不会像微影响者那样使他们像微观影响者一样相关,但是无论如何,他们的内容都可能会被谈论。


为竞选选择最有效的影响者

Whether you are working with a micro or a macro influencer, research is vital for a high ROI. It’s not enough to pick an influencer based on how incredible their content may look, you have to look deeper into the engagement, data and audience.

Start by asking yourself what type of audience you want to attract and in which sectors. Who are the big players? Who seems to engage and interact with their audience the best and iImportantly, who presents themselves in a way that aligns with your brand and key messaging?

Choosing influencers might seem tricky, but it doesn’t have to be. Here’s three ways that can help you to pick the best brand representatives for your next campaign.


信任数据

“数据”这个词可以让一些商人想俄文n a mile, but data does give us a solid basis of why we should implement certain activities over others. In the case of influencer marketing, understanding crucial data on engagement and impressions can be hugely important to the success of an overall campaign.

There are a number of ways to analyse how content posted from an influencer could perform, from requesting individual media packs that outline reach and engagement data, to analysing site traffic or tracking purchases once an influencer has posted content as part of the campaign activity.

对于那些想从一开始就可以分析影响者活动的人来说,一种工具是Kairos Insight,也是一种选择。When starting out, Kairos Insight allows users to establish which influencers would be the most effective for a campaign and it takes rich performance data pulled from the creator’s social profiles, combined with data from its own proprietary in-platform database of over 1,500 campaigns and 75,000 influencers, to showcase the most effective way to spend budget.

During the campaign you can even track activity in real-time, with the dashboard working with Twitch, YouTube, TikTok, Twitter, Instagram, and Facebook to track content as and when it’s posted, with the added ability to view metrics on live content broadcasts and Reels.

In summary, data is your best friend when it comes to creating a successful influencer marketing campaign and should be incorporated from the initial planning phase.


Know your platforms

社会媒体渠道迅速变化,从简述cing new algorithms to updating features that provide a better experience for users. It’s the fast-paced nature of social media that keeps it exciting and it’s crucial that your finger is on the pulse with the channels you are using.

Whereas you don’t need to be an expert in the ins and outs of every social media trend, which would easily take hours out of your day, you do need to familiarise yourself with the platforms you intend to work with influencers on.

问你自己:

  • 我的听众如何使用此频道?
  • What kind of language is used?
  • 我的影响者如何为此平台创建内容?
  • 这真的是我大多数听众消费内容的地方吗?
  • 我们应该推动什么类型的内容?

还值得考虑的是,并非所有有影响力的人都会在每个社交渠道上都有强大的影响力,而仅仅因为抽搐流媒体在其Twitch个人资料上有数百万的追随者,并不一定意味着他们在Facebook上也具有相同的参与度。确保您知道您的影响者在目标平台上的专门表现。


Don’t run before you can walk

Influencer marketing can be overwhelming - from the amount of creators available to transparency issues, fake followers and establishing impact and ROI. When you get influencer marketing right the payoffs are huge, but spending thousands on creators with little thought is unlikely to get those high ROIs.

Do your research carefully, look at what competitors are doing and familiarise yourself with what you can expect from influencer partnerships and endorsements. Establish what it is that you want to achieve and test the waters by speaking to experts that can advise on who the most impactful influencers will be.

Engage with professionals and agencies that focus on influencer marketing so that you can set yourself up for the best chance of success, rather than winging it and hoping for the best.

简而言之,有影响力的金博宝188备用网址营销可能会对您的整体营销策略产生巨大影响,当您正确地做到这一点时,您会看到更多成功的ROI,与内容创作者的关系更牢固,并且受众范围的增加超出了您当前正在使用的工作。

Author Bio

关于作者

Drew Townley, Managing Director, Kairos Media

Drew是游戏和电子竞技专家,经营Kairos Media,并与寻求进入或扩展到游戏和电子竞技领域的地方性和非流行全球品牌合作。他们的创意领导团队是真实且可靠的激活专家,在:创造性策略,社交策略,付费媒体,有影响力的营销和锦标赛创建中提供咨询和支持。金博宝188备用网址从参加一些最早的在线电子竞技比赛的竞争到开发屡获殊荣的全球电子竞技激活和进入肯德基和沃达丰等市场的市场,Drew一直是竞争游戏的核心。

Baidu