Why Educational Institutions are the some of the Best Examples of Influencer Marketing

In the last ten years, ever since social media gave influencers the ability to reach their audience in increasingly personalized ways, the power of influencers has grown. But long before social media, long before the digital age, and indeed long before the word ‘Influencer’ was coined, schools and colleges had mastered the art of influencing successive generations of students to seek what they had to offer.

So let’s explore the three main factors that made these institutions the masters of Influencer Marketing – when there was no influencer marketing.

  1. Psychology

Studies have shown that childhood and adolescence is the time when experiences leave an indelible mark on us that can last a lifetime.  Successful institutions know this. They create an atmosphere that enables students to create and experience strong positive life experiences that stays with them. So when it comes to advising friends or choosing for their own children, they are naturally drawn to their old alma maters.

  1. Opportunity

But it is not enough to just have positive experiences. They need to be reinforced. This is where schools and colleges excel. They give students the opportunity to come back regularly, as alumni, creating what’s often called ‘the old boys club’. This also means the friendships they make and maintain increase th influence they wield as influencers.

  1. Community

Last but not the least, schools and colleges also foster communities around them. As institutions flourish, so do the towns and cities that support them – with various establishments and businesses – housing and hospitality, food and drink, sports and entertainment, and more. This in turn creates a whole new set of influencers who play a vital role in supporting and enhancing a school’s reputation and influence.

So there you have it. By enabling influenced people to become the influencers, educational institutions have mastered the art of Influential Marketing.

How much do Brands Spend on Influencer Marketing

A new survey has revealed how much Brand and marketing Professionals plan to spend on influencer marketing over the next 12 months, with nine per cent expecting to fork out more than £100,000 over the next year

Thirty nine per cent planned to spend up to £10,000, while a further fifth estimated their budget to be between £10,000 and £100,000, according to the study of 600 UK PR and marketing professionals by Takumi.

Only four per cent said they would not allocate any budget for influencer campaigns, while 19 per cent said that they had not previously run any such campaigns.

Of those who have previously run campaigns, a little more than two-third said that they tended to prefer working with influencers whose accounts had fewer than 250,000 followers, while the rest preferred accounts with larger followings.

Meanwhile, 61 per cent of respondents said they were confident they could now accurately measure engagement and return on investment of influencer campaigns.

Elsewhere, 26 per cent of respondents now believe influencer marketing is a more effective way to target consumers than traditional advertising, such as display adverts on social media. Interestingly, 43 per cent agreed that it was more effective, but only for millennial audiences.

Mats Stigzelius, co-founder and CEO of Takumi, said: “A lot of people are saying that influencer marketing is an over-hyped fad – that there’s no ROI and it’ll soon disappear. But as these results show, it is clear influencer marketing is here to stay. Brands recognise its value and are therefore dedicating big budgets towards it.”

He added: “The size of the accounts used in marketing campaigns is particularly interesting. Many people still wrongly prefer macro influencers with hundreds of thousands of followers, but the reality is that you now reach the same audience with micro influencers, while also benefitting from higher engagement.

“For example, working with a celebrity might give you one social media post. Working with micro influencers, you could generate the same reach and 100 pieces of social content with exactly the same budget. From our experience, we’re seeing more and more brands realise that celebrity isn’t everything and ditching big names in favour of micro-influencers. It’s a trend we only expect to continue”.

This is the first year in which the survey has taken place so there are no comparisons with 2016.

Influencer marketing tips 2017

Five Things to Make Your Influencer Marketing Campaigns a Success

As influencer campaign planner it is without any doubt that the right set of influencers can get you the desired results but there are other things that are equally important. If you are new to this and have little knowledge the following tips will help you to make the right decision.

1. Define your audience
Before anything it is important for you to define whom the campaign is for? Who is it aimed at?
Understanding your audience set that you are going to reach out to in the campaign will help you plan the campaign better. Further targeting the audience under demography, geography, interest etc will help you narrow down to those who really matter.

2. Multiple touch points
We all know social media is a good place to create influencer campaigns. But is this enough to get the desired attention of your audience? As a marketer you are aware of multiple touch points that needs to be created in order to grab attention.
For example an integrated approach of social media and on ground activity from an influencer might work better than a single platform alone. Inviting influencers for a product launch can do much better than just the influencer reviewing the product online. This can be a very good PR in itself.

3. Clear communication
Often we forget that communication is key to any campaign. Try to pin down on what you want the audience to see or hear about your brand. Keeping it simple can work wonders.

4. Selection of influencers
With the invention of various influencer-marketing platforms that help you streamline and select influencers it has become convenient but also confusing. The key to successfully crack this is to understand what metrics that you are looking for. Sometimes reach is far important than followers or micro influencers can give you better results over social media celebrities.

5. Measuring the campaign
ROI from an influencer marketing campaigns are still debated, some claim to have cracked it and others are left reeling. Setting campaign objectives will help you to understand the metrics that you wish to track at the end of the campaign. For example if it is a branding exercise then impressions and reach could be a good metrics, if it is a lead generation campaign then footfalls to the store or the number of people who have shown interest in your product could be a good metrics.

influencer marketing trends

3 Influencer Marketing Trends That Will Lead You to Success

The demand of Influencer marketing has increased more than tenfold in just past 3 years.  Brands are now identifying and recruiting Influencers to reach out to audiences and gain credibility to build trust amongst the followers.

1. Micro-influencers will be the new influencers.

Let’s be honest, catching and identifying Influencer is not an easy task. The majority of the Influencers will only meet you If you have something big to offer. Most of the brands currently recruit celebrities (actors/musicians etc.) when it comes to advocating their brand on the online platform. (reasons are obvious)

Of course, the brand visibility skyrockets when celebrity tweets or mentions brand on their social media profiles but when it comes to trust the consumers (brand advocates) have final say. Not only brand gets the right visibility but it also builds trust.

In fact, a recent survey of more than a million social media influencers by influencer marketing platform Markerly showed that for organic posts, Instagram influencers with fewer than 1,000 followers have a like rate of about 8 percent, while those between 1,000 to 10,000 followers have a like rate of 4 percent.

As followers base continues to increase like rate keeps decreasing. Instagram influencers with 10,000 to 100,000 followers see a 2 to 2.4 percent like rate, compared to 1.5- 1.8 percent for those with 1 million to 10 million followers and more.

2. Qualitative and quantitative measurements will become more vital.

A performance-driven influencer marketing campaign will allow brands to evaluate whether an influencer successfully lifts the brand or the merchandise. However, inspecting just the numbers alone isn’t the only way to determine the effectiveness of your efforts.

We need to identify both quantitative and qualitative amounts. We need to move beyond the basic metrics like traffic and views. As technology advances and we learn more about influencer marketing’s various benefits, you can measure your efforts more accurately and use it to improve your strategy

3. Building long term relationship with Influencers

Having an Influencer on board for short duration is a bad Idea. We might see some short-term success with an approach like that, but it won’t  help in the long run. The world is shrinking and what we want is that these influencers to return to us, and not to our competitors, for partnerships. Treat them in a right and respectful way, and they’ll be more than happy to work with you in the future.

social media influencers

3 things you didn’t know qualifies you as an influencer

Influence is the defined as the power to have an effect on people or to affect or change how someone behaves or thinks. In simple terms and in the online world influence is the ability to affect the decisions. You are constantly hearing about “influencer marketing”, “social media celebrities” or you have probably read in the news about YouTube star PewDiePie making $15 million and you are wondering what’s this all about? Do I stand a chance? Am I an influencer? Let’s find out!

1. You love social media

This has got to be on top of the list. Social media is what you live for; you breath social media and you are always on it. You may love sharing opinions on Facebook, sending out tweets, making videos on YouTube or sharing an update on SnapChat or all of the above for fun. In any industry numbers speak volumes, it is the same for this as well.

2 You are popular on social media

Your Facebook updates get a lot of attention or your Tweets have a lot of likes and re-tweets or your videos get a lot of views. What you share is being re-shared and people love it. Your friends always look to you for suggestions. Added to this you have good following on various social media platforms. You are popular.You are a domain expert

3. You are a domain expert

Let’s assume you are a fitness enthusiast and love working out to keep yourself fit. You are well versed with fitness regimes, diets, and supplements and so on, this means you are more likely to be a domain expert. This is true to any domain, be it fashion, gaming, lifestyle, food etc.

Let’s hope you are probably sharing your fitness goals, tips and tricks, dos and don’ts already on social media.  If not it’s high time to start!

If you think that you fit the bill you are an influencer. There are a lot of brands that would want to work with you to promote their products for a lot of money. You could be the next social media celebrity.

influencer marketing trends 2017

5 Trends in influencer marketing to watch out for

We have noticed that some of the predictions for the year 2016 have taken off in a big way while some are yet to scratch the surface. Nevertheless, it becomes important for a brand manager to be aware of what the industry predictions are. Some of the predictions are still the same as last year. So what’s in store for 2017?

1. Rise of the micro influencer

Running an influencer campaign can be a bit tricky. Recognized influencers have their own rates and there is no “industry standard” so to speak. As the demand graphs are upward the lower level of influencers with less recognition is on the rise.

2. Influencer celebrity management

Always wanted to manage celebrities for a living but couldn’t make it happen? This could be the year for you. As the number of “social celebrities” is ever increasing there is a need for management of these celebrities.

3. More budget on influencer campaigns

According to emarketer revenue on infuencer marketing was about $ 570 million on Instagram alone. Although there are no validated industry projections the overall size of the industry is predicted to be a multi-billion industry.  (hyperlink https://www.emarketer.com/Article/Marketers-Boost-Influencer-Budgets-2017/1014845)

4. Need for more Influencer marketing campaign planners

The industry is adapting to the influencer ecosystem. Only a few brands and influencer marketing agencies around the globe are able to make sense of influencer led campaigns. This creates a great opportunity for influencer marketing campaign planners to fill the void in the industry.

5. Multiple payment models

Brands are experimenting with different ways to gratify the influencers.There are different payment models. Money is not the only mode of payment. Certain brands use barter deals to gratify the influencers. For instance, The new collection of an apparel brand is shipped to the influencer for free in exchange for them to review the new collection.

Influencer marketing tips 2017

5 Reasons Why Influencer Marketing Is Good for Your Brand

We all saw how the year 2016 paved way to new platforms and new marketing innovations. At the start of this year, it will be interesting to see how the marketing landscape is going to shape-up. As predicted by pundits and gurus of the industry this year is going to witness a steep rise in brands and agencies looking at influencer marketing to reach the desired audience. By now all of you must have heard or experienced what influencer marketing is. Here are top ten reasons why it’s a must to reach your target audience:

1. It’s human nature
We all have made decisions that are influenced by people who we look up to or in the current social media terms “follow”. According to a research done by Twitter 40% of twitter users have made a purchase as a result of an influencer. The influencers this according to the research influence 49% of people, which is only second best to friends at 56%.

2.It is personal
How many of us really look at television ads and make purchase decisions? The probability is less likely. The world of social media has shown us how personal advertising can be, it is the same for influencer campaigns as well. Interest based influencer campaigns enable personalized campaigns that touch the interest points of the end user

3. Evolved audience
Today’s audiences are smarter than we assume them to be. They can know it’s an advertisement when they spot one. Advertisements are considered as intrusive and the audiences have found ways to block these intrusions.

4. Influencers are everyday people
Audience connect with the influencers are a lot higher compared to television or cinema celebrities because they are one among us. They are common people just like us.

5. Great story telling
Influencer campaigns are a great way to create compelling stories for brands. This makes it relatable and easily consumable content for the end user. It also provides an opportunity for brands to reach a wider audience and to break through the clutter by creating fun and engaging content.