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MARKETING EFFECTIVENESS STUDY

:

The Unique Benefits of
Influencer Marketing
An understanding of the impact of how 

influencer marketing affects the marketing journey,
relative to traditional video advertising.

THE UNIQUE BENEFITS OF INFLUENCER MARKETING |

TABLE OF CONTENTS

Methodology 03

Executive Summary 07

Driving Engagement with Viewers 10

Content Quality Evaluation 14

Brand Recall and Perception 21

Key Takeaways 24

Appendix 30

THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 2

METHODOLOGY

THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 3

WHY WE CONDUCTED THIS RESEARCH #paid partnered with Nielsen to better understand the consumer impact of the branded influencer marketing materials. cool. specifically reviewing the creative campaign of a major food and beverage brand. credible. To accomplish this. affinity. influencer marketing functions Most brand marketing takes place through video best as brand marketing—less commonly used for advertising—through both television commercials or performance marketing (i. etc. Nielsen conducted an online study to: Evaluate the effectiveness Assess the attributes Determine the of influencer marketing on associated with each impact of influencer piece of content 
 marketing on future key brand KPIs 
 (recall. online video. driving web traffic. THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 4 . advertising and influencer marketing.) (unique. our team found it important to establish on the social media networks and subject to the benchmarks on the differences between the video restrictions of each platform. To understand the effects of influencer or online conversions)—as the collaborations live marketing. etc.e.) purchase decisions Why compare against video advertising? Fundamentally.

RESEARCH DESIGN ELEMENTS The online study was conducted from May 23 to June 7. THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 5 . and will often be referred to as TVC moving forward. among n=1. Respondents were split into 3 cells to evaluate 3 types of stimuli: CELL 1 Static Instagram Images (n=403) Eight images were tested and respondents from this cell were asked to evaluate one of the eight images randomly assigned CELL 2 Instagram Boomerangs (n=405) Four Boomerangs were tested and respondents from this cell were asked to evaluate one of the four Boomerangs randomly assigned CELL 3 Benchmark TVC (n=401) One TVC was tested and respondents from this cell were asked to evaluate this TVC The creative content representing video advertising are often seen as television commercials. and watch video clips online.209 respondents (English speaking) aged 18-45 who use Instagram. 2017.

After taking a brief pre-survey. 
 bigger sample size. Screener & 
 Post-Exposure Pre-Exposure Measures Measure Exposure to Stimuli Quotas and weights were used to ensure that all three cells were close to the natural incidence for the target population. 
 A post-exposure survey was then used to measure lift and engagement across key metrics. As influencer marketing is This analysis on influencer marketing is conducted among respondents who are extremely/very/moderately familiar usually targeted to people 
 with the social media personalities. THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 6 . Instagram Images and Instagram Boomerangs have been combined in order to get a social media personalities. it would not be accurate to The base of the Benchmark TVC is all respondents who measure its impact among 
 are qualified for the survey (the English-speaking Canadians aged 18-45 who use Instagram and watch the general population. respondent in the INSTAGRAM BOOMERANG CELL were shown 1 of 4 Boomerangs.METHODOLOGY NIELSEN MEDIA LAB The study was conducted through an online panel and used a pre/post exposure methodology (Nielsen Media Lab). and respondents in the BENCHMARK TVC CELL were shown 1 TVC. who are following the relevant ‣ In this analysis. respondents in the STATIC INSTAGRAM IMAGE CELL were shown 1 of 8 images. video clips online).

EXECUTIVE SUMMARY THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 7 .

OVERALL BRAND LIFT IMPACT TVC and influencer marketing
 have complementary effects
 on the purchase journey and
 should be paired together for a balanced marketing approach. When reviewing top line Brand Lift impact metrics. it was found that influencer marketing registers a Positive Impact on Brand Affinity & Shopping Intent. THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 8 .

BRAND RECALL AND PERCEPTION REPRESENTS IS A REFRESHING ENERGY. EXECUTION UNIQUE COOL APPEALING
 INTERESTING
 (CONTENT) (CONTENT) (LOOK AND FEEL) (INTEGRATION) 75% 73% 83% 79% 76% +20% 53% +4% +19% 57% +31% 44% Respondents generally perceived influencer marketing to be cool. influencer marketing resulted in a 60% greater shift in Brand Perception Metrics. unique and for people like them. BRINGS A HEALTHY BRAND RECALL
 BEVERAGE
 (UNAIDED) REFRESHMENT & JOY LIFESTYLE (BRAND IMAGE) (BRAND IMAGE) 53% 76% 75% 62% +21% 55% +28% 47% +28% 22% -31% 34% On average.SCORECARD INFLUENCER MARKETING* BENCHMARK TVC ENGAGEMENT CONTENT ENJOYMENT VIEWING INTENT ENGAGEMENT INTENT 67% 68% 69% 56% +24% 53% +11% +41% 28% Respondents generally liked influencer marketing. would consider viewing more posts. authentic. like or subscribe. and were likely to comment. * Results based on respondents who are extremely / very / moderately familiar with the social media personalities THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 9 . The creators of posts are seen as being likeable.

DRIVING ENGAGEMENT WITH VIEWERS THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 10 .

How likely are you to “comment” or “like" this video clip/ Instagram post or “follow”/”subscribe” to this account? 68% Very/Somewhat Likely 29% INFLUENCER MARKETING BENCHMARK TVC 8% Very Likely 24% Somewhat Likely 21% Neither Likely nor Unlikely Somewhat Likely 27% 44% Somewhat Unlikely 15% Neither Likely nor Unlikely 16% Very Unlikely 30% 7% 8% Base: Influencer Marketing (respondents who are extremely/very/moderately familiar with the social media personalities). n=401 THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 11 .ENGAGEMENT INTENT INFLUENCER MARKETING CONTENT IS OVER 2X MORE LIKELY THAN TVC TO ENGAGE ITS VIEWERS QCE3. n=146 Base: Benchmark TVC Cell (all respondents).

How likely are you to choose to view more video clips or Instagram posts like the one you just saw? 68% Very/Somewhat Likely 45% INFLUENCER MARKETING BENCHMARK TVC Very Likely Very Likely 15% 21% Somewhat Likely 30% Somewhat Likely 47% Neither Likely nor Unlikely 30% Neither Likely nor Unlikely Somewhat Unlikely 19% 14% 10% Very Unlikely 12% Base: Influencer Marketing (respondents who are extremely/very/moderately familiar with the social media personalities). n=146 Base: Benchmark TVC Cell (all respondents).VIEWING INTENT RESPONDENTS ARE MORE LIKELY TO CHOOSE TO VIEW MORE INFLUENCER MARKETING CONTENT QCE2. n=401 THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 12 .

ENGAGEMENT 67% Influencer marketing is loved/liked by two-thirds of respondents familiar with the social media personalities 68% Two-thirds of respondents familiar with the social media personalities report that they would consider viewing more Instagram posts similar to the ones shown to them 69% Nearly seven-in-ten respondents familiar with the social media personalities indicate they are likely to comment. like. follow or subscribe to the post or its creator THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 13 .

CONTENT QUALITY EVALUATION THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 14 .

n=146 Base: Benchmark TVC Cell (all respondents). To what extent did you enjoy the content you just saw? 67% Loved/Liked It 56% INFLUENCER MARKETING BENCHMARK TVC Loved It 9% 21% Liked It 47% Liked It 46% Neutral Neutral 39% 31% Base: Influencer Marketing (respondents who are extremely/very/moderately familiar with the social media personalities).CONTENT ENJOYMENT RESPONDENTS ENJOY INFLUENCER MARKETING CONTENT MORE THAN TRADITIONAL TVC CREATIVE QCE1. n=401 THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 15 .

n=401 THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 16 . UNIQUE. What words or phrases would you use to describe the video clip/ Instagram post you just saw? INFLUENCER MARKETING BENCHMARK TVC TOP 2 BOX RESULTS: Strongly/Somewhat Agree Authentic 67% 49% Credible 61% 56% Unique 75% 44% Cool 73% 53% Exciting 65% 38% For People Like Me 64% 46% Base: Influencer Marketing (respondents who are extremely/very/moderately familiar with the social media personalities). AND FOR PEOPLE LIKE THEM QCE4.CONTENT ATTRIBUTES INFLUENCER CONTENT IS PERCEIVED AS AUTHENTIC. n=146 Base: Benchmark TVC Cell (all respondents).

What words or phrases would you use to describe the look and feel of the video clip/Instagram post you just saw? INFLUENCER MARKETING BENCHMARK TVC TOP 2 BOX RESULTS: Strongly/Somewhat Agree 83% Visually Appealing 79% 82% High Quality 74% 76% Professional 76% 81% Tasteful 75% Base: Influencer Marketing (respondents who are extremely/very/moderately familiar with the social media personalities). n=401 THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 17 . n=146 Base: Benchmark TVC Cell (all respondents).LOOK AND FEEL INFLUENCER MARKETING IS PERCEIVED AS JUST AS GOOD —IF NOT BETTER THAN TRADITIONAL VIDEO CREATIVE QCE5.

What words or phrases would you use to describe the creator of video clip/Instagram post you just saw? INFLUENCER MARKETING BENCHMARK TVC TOP 2 BOX RESULTS: Strongly/Somewhat Agree 79% Likeable 65% 69% Relatable 50% 70% Credible 60% 68% An Expert 48% Base: Influencer Marketing (respondents who are extremely/very/moderately familiar with the social media personalities). n=146 Base: Benchmark TVC Cell (all respondents).HOST ATTRIBUTES INFLUENCERS ARE SEEN AS BEING MORE LIKEABLE AND CREDIBLE BY THEIR FOLLOWERS THAN TVC QCE6. n=401 THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 18 .

n=401 THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 19 . ENTICING. n=146 Base: Benchmark TVC Cell (all respondents). AND NATURAL THAN TRADITIONAL TVC QPOST6. What attributes would you use to describe the integration of 
 [the beverage brand] in the video clip/Instagram post you saw? INFLUENCER MARKETING BENCHMARK TVC TOP 2 BOX RESULTS: Strongly/Somewhat Agree 76% Interesting 57% 69% Enticing 52% 67% Natural 58% Base: Influencer Marketing (respondents who are extremely/very/moderately familiar with the social media personalities).BRAND INTEGRATION INTO STIMULI INTEGRATION OF THE BRAND THROUGH INFLUENCER MARKETING IS SEEN AS MORE INTERESTING.

exceeding—TVC THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 20 . to—or in certain attributes. develop content perceived
 to be authentic and relatable
 Its content is perceived as equivalent quality to their audience. scalable manner through stems from its ability for brands
 influencer-generated content as an to partner with influencers that alternative to costly commercial shoots. more tasteful. cool.EXECUTION Influencer marketing is The creators of the perceived as being more Instagram posts are 
 unique. authentic. personalities describe the and appealing in the look integration of the beverage 
 and feel of the creative brand in the post as interesting What this means for marketers Top quality creative can be developed in a A strength in influencer marketing cost-effective. 
 most seen as being likeable and for people like them Influencer marketing is Three-quarters of the respondents perceived as higher familiar with the social media quality.

BRAND RECALL AND PERCEPTION THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 21 .

n=401 THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 22 . but did you notice any of the following products or brands in the video clip/ Instagram post you just saw? Base: Influencer Marketing (respondents who are extremely/very/moderately familiar with the social media personalities).BRAND RECALL WHILE BOTH METHODS LED TO BRAND AWARENESS INCREASES. n=146 
 Base: Benchmark TVC Cell (all respondents). QREC2. TRADITIONAL VIDEO ADVERTISING LED TO GREATER SHIFTS 
 IN BRAND RECALL Aided 93% Aided 62% Unaided 53% Unaided 22% INFLUENCER MARKETING BENCHMARK TVC TVC is effective at driving both unaided and aided brand recall QREC1. What brands do you recall from your experience watching the video clip/viewing the Instagram post? Please list as many as you can think of. You may have mentioned this already.

n=401 THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 23 . 
 75% refreshment and joy 47% Pairs well with some 
 68% of my favorite dishes 41% Is fresh and natural 68% 46% Brings a healthy lifestyle 62% 34% Base: Influencer Marketing (respondents who are extremely/very/moderately familiar with the social media personalities). n=146 Base: Benchmark TVC Cell (all respondents). To what extent do you agree or disagree with the following statements about [the beverage brand]? INFLUENCER MARKETING BENCHMARK TVC TOP 2 BOX RESULTS: Strongly/Somewhat Agree Is a refreshing beverage 
 76% that I'd like to try 55% Represents energy.BRAND PERCEPTION INFLUENCER MARKETING IS 60% MORE EFFECTIVE AT BRAND PERCEPTION SHIFTS THAN THE BENCHMARK TVC QPOST5.

KEY TAKEAWAYS THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 24 .

close to seven- in-ten indicate they are likely to view more posts similar to the influencer marketing The beverage brand aimed piece they viewed to be perceived more as a refreshing beverage that The content is viewed as respondents would like to try and a product representing high quality and engaging energy. and Influencer marketing professional. the integration of the brand in content was shown to the post is perceived as being interesting produce a 60% greater shift in brand perception metrics. and joy. The content of the influencer marketing pieces is perceived as being unique. cool.KEY STRENGTHS 
 OF INFLUENCER MARKETING Brand perception shifts 
 are more effective through influencer marketing Respondents of influencer marketing content reacted much more positively to the beverage brand perception indicators than those exposed to the Benchmark TVC stimuli Content enjoyment and viewing intent are higher than traditional TVC MARKETING Influencer marketing is loved or liked by IMPACT two-thirds of respondents familiar with the social media personalities. visually appealing. of high quality. refreshment. THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 25 .

large- scale brand awareness. being relatable. and brand recall Campaigns that focus on increasing brand familiarity and is targeted to produce a high brand recall Credibility is the primary attribute of importance If the creative needs credibility to be MARKETING the lead factor of importance in the IMPACT purchase decision over other elements (i. authentic. exceeding over six-in-ten respondents familiar with the social media personalities successfully recall the beverage brand after seeing the Instagram post. THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 26 .e.KEY STRENGTHS 
 OF VIDEO MARKETING Driving broad. and exciting to be effective) The Benchmark TVC was effective at driving 93% of respondents to successfully recall the brand.

HOW DOES INFLUENCER MARKETING FIT WITH TV AND OTHER DIGITAL VIDEO? THE PATH TO PURCHASE Awareness Video advertising We found that TV’s broad reach. they can be employed effectively to create consumer touchpoints across the purchase journey. THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 27 . and the nature of its creative allowed for efficient means to Interest build initial awareness and interest. Evaluation Purchase Loyalty Together. Consideration Influencer marketing The true power of influencer marketing stems from its ability to win over the hearts Intent of consumers and shift perceptions of brands to boost its affinity.

A BALANCED APPROACH Traditional video should be paired with influencer marketing for a balanced approach across the purchase journey Influencer marketing 
 TVC 
 is effective at driving effectively drives consideration and brand awareness purchase intent at scale Social media is often thought to Unsurprisingly TVC was effective drive “top-of-funnel” activity. but the direct-nature of brand impact towards purchase. the brand messages in the TVC It’s quite clear that influencer led to a relatively lower lift in marketing has an impact towards brand perception and affinity Brand Affinity and Purchase Intent. but at producing strong brand recall not known for its ability to drive results. THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 28 . Influencer marketing is effective at driving impact on engagement and consideration metrics. whereas the benchmark TVC was found to be more effective at driving brand recall and familiarity. towards the brand’s creative.

WHAT OUR PARTNERS SAY “ Faced with a tight deadline. we turned to #paid to help us execute on a cross country influencer campaign. Their hybrid solution of tech and managed services made the cross-border influencer selection and management of our program completely turn-key. —Amin Todai. Their expertise in the space gave us peace of mind as we explored working with ” influencers outside of our market. Founder of OneMethod THE UNIQUE BENEFITS OF INFLUENCER MARKETING | 29 .

Top brands like Coca-Cola. We facilitate collaborations between the most organically followed social media creators and the smartest marketers in the world.com/brands/new Or contact your #paid representative. Budweiser. and Airbnb trust our proprietary technology and influencer expertise to find the right influencers. #paid is the leading voice and shaper of influencer marketing with the power to impact how marketers and creators view and actively engage in social collaborations.hashtagpaid. To get started on your own influencer marketing program with #paid—or to get a more comprehensive deep-dive into this research report—introduce yourself to the team by visiting: www. Microsoft. THE UNIQUE BENEFITS OF INFLUENCER MARKETING | . Audi.MARKETING EFFECTIVENESS STUDY THE UNIQUE BENEFITS OF INFLUENCER MARKETING #paid partners with marketers and creators to find the best matches and manage influencer marketing programs for brand collaborations that are rooted in fostering authentic matches. and measure ROI. deliver engaging content. About #paid #paid is the world's leading influencer marketing platform for authentic brand collaborations.