SOCIAL MEDIA

INFLUENCER

Shipra Jain
 Introduction

Content Evolution

Outline Key Terms

Influencer Strategies

Opportunities

Challenges

Trends

Way Forward
“A brand is no longer what we tell
the consumer it is – it is what
consumers tell each other it is.”

-Scott. D. Cook, CEO of Intuit

INTRODUCTION
Influencer Marketing is usage of
people who have expertise,
popularity, or reputation to
market product and service to
sway what other people buy.

The idea of influencers in the world of marketing is not new, with

actors, politicians, and larger-than-life celebrities holding the title.
However, thanks to social media, this responsibility has been extended
to regular people who have amassed a significant following owing to
their engaging, relatable content and expertise in specialised areas like
fitness, lifestyle, fashion, etc.

93% of marketers now practice Influencer Marketing

 Phase 5 :
Social Media Influencers

Evolution Phase 4 :
Reality TV

Phase 1 :
The Queen and The Pope Phase 3 :
Celebrity Endorsement

Phase 2 :
Fictional Characters
The Queen & The Pope
Since the 18th century, marketers have made use of important
people's authority. Josiah Wedgewood was given the title of "Her
Majesty's Potter" by Queen Charlotte in 1765 for his cream-colored
porcelain.
He took advantage of his new position and marketed his ceramics as
"Queenware," the first premium brand in history.

Fictional Characters
The use of fictional characters by Coca-Cola to boost sales during the
Great Depression, such as Santa Claus, helped launch the next stage
of influencer marketing. Even some imaginary personas, like the
Marlboro Man, were created by marketers to connect with
consumers.
Celebrity Endorsement
Celebrities began to draw attention from all over as TV and movies
gained popularity and significance in people's daily lives. The general
populace looked up to and desired to be like them because they
were actual individuals with actual wants, preferences, and choices.
Soon, celebrity endorsements for lifestyle goods, clothing, and even
banking demands and preferences were commonplace. Celebrity
endorsements continue to be a significant part of marketing
campaigns, although their influence has waned.

Reality TV
Reality television programs like The Bachelor and Keeping Up With The
Kardashians were what actually combined real life with screen life.
Most of us are lured to the larger-than-life personas on reality
television, whether we like to acknowledge it or not. The stars of these
programs are seen as more personable and genuine than traditional
superstars to some part because these programs are built around the
idea of displaying "reality." Reality TV stars paved the groundwork for
future social media trends thanks to their instant notoriety and
increased viewer engagement.
Social Media Influencers
Facebook arrived in 2010 and ushered in a new era of
involvement and communication. Due to a partnership with
Amazon, people could not only see what their friends and
relatives were doing but also what they were purchasing and
suggesting. People quickly began expressing their ideas and
creating content to interact with one another. On the basis
of their authentic and compelling material, regular people
who were authorities on a variety of issues attracted a
following and eventually gave rise to niche communities.
Social media influencers are becoming more important
when it comes to influencing consumer behaviour and
purchasing decisions because of the influence of word-of-
mouth marketing and the trust factor. Contrary to
celebrities, these influencers live regular lives, have
comparable resources, and draw attention to themselves
thanks to the veracity of their statements and
recommendations.
Social Media Influencers CAN..

Develop Amplify


an
Build brand loyalty a Raise Brand Awareness action
or a
community campaign

Drive Assist in develpment

app Influence Considerations of Encourage action

downloads new products

Key Terms

Campaign Content Marketing

The strategy of
A tactical execution of consistently producing
a particular marketing high-quality content to
strategy engage one's audience

Audience Collaboration
The relationship between
A group of people and
a brand and an
social media users
influencer. The influencer
who follow and
produces content for the
engage with an
brand in exchange for
influencer
compensation
Key Terms
Cost per Feed
Acquisition The platform interface
The proportion of people
where users view the
viewing an advertisement
content that is
and ending up making a
published by the
purchase through the URL
people influencer that
associated with the
they follow
content

Conversion Engagement
The proportion of people
A term used in social
viewing an advertisement
media and influencer
and ending up making a
marketing to describe
purchase through the URL
the practice of
associated with the
interacting with content
content
Key Terms

Hashtag Organic
A word or phrase Organic reach happens
preceded by a hashtag when there is
used on social media and interaction without the
websites to identify intervention of
content on specific topic payments

Follower Range Impressions

The term to describe
influencers based on how The number of times a
many followers they have specific content is
for example influencers can exposed to an
be categorized in micro- audience
and macro-influencers
Social Media
shoutouts Branded
Hashtags Influencer
Strategies

Pr od uc t
u nc he s
La

Live Video and

Events
Influencer Strategies..
Social Media Shoutouts
The oldest method of persuasion. Influencers receive samples
from brands to use in sponsored posts that promote the brand.
The online marketplace for pet sitters is called Rover.com.
To spread the word about how using their service made them feel
good as a pet owner, they teamed up with Instagram users who
adore their pets.
This and other sponsored posts received over 15k likes
Branded Hashtags
Branded hashtags are used in another eccentric social media
influence strategy, and they can be made to go viral.
Daniel Welington, a high-end watch company, assembled a force
of fashion and lifestyle influencers.
Their trademarked hashtag #denielwellington amassed nearly 2
million Instagram posts in just a few years.
Daniel Wellington had a 214% increase in profits in a single year,
along with a doubling of followers.
Influencer Strategies..
Product Launches
A brand can use the influence of social media influencers to gain
publicity for the introduction of a new product line.
To spread the word and spark conversation when M&Ms
introduced new varieties in Canada, they teamed up with Twitter
micro-influencers like @TornWebster, who has 32.8k followers.
Users had to include a branded hashtag while tweeting their
favourite flavour in order to enter to win concert tickets. This
provided the company with some free user research.
Live Videos and Events
Increase the impact of your efforts by capturing a portion of the
event for your social media when you invite influencers to live
events.
To urge people to participate in the 2016 election, Starbucks
hosted a gathering.
The event was planned to promote the brand, and if you invite one
or more celebrities, people will be interested in the great work
your brand is doing.
Starbucks was able to generate approximately 200k views on the
video by working with Common.
Advantages

of 1. Engages the consumers of your brand in getting

to know more about it.

Influencer 2. They build a sense of trust among the people

about your brand marketing would also be highly
focused.
Marketing 3. Influencers create engaging stories so that their
audience relates to it and automatically gets
drawn towards it.
4. Helps in boosting SEO of the website since
people talk more about your website.
Transparency, Authenticity and
Integrity of Influencers
People will always take inspiration from specific role models.

The fact that the connection between the person and the
product is paid advertisement simply doesn't bother many of
them.

The key question is whether it is currently under- or over-

invested given

Fake Followers, Fake Influencers,

Fake Numbers
50% of sponsored Instagram posts are bogus. Influencer
marketing is being destroyed by fake followers. The
In contrast to Twitter, Instagram makes it incredibly difficult to
gather enough information for a third party tool to assess how
many of your followers are phoney.
Challenges
Measuring ROI is difficult
Brand lift, direct conversions, touchpoints prior to conversion, a
rise in the volume of branded searches, better brand recognition,
broader amplification, links, and mentions. A successful influencer
marketing strategy could lead to any of these outcomes, but
none of them are especially simple to quantify.

On Instagram, where impressions are unavailable and links are

only accessible through the profile page, this is doubly true.

Variance of Results is Too High

Even though their ROI is low, predictable, consistent channels
attract a lot of attention.

The
Consider all the Facebook advertising efforts and Google Ad
purchases that cost millions of dollars yet produced hardly any
returns.

Even when they have better ROI, SEO and PR are inconsistent and
continually trying to establish their value following setbacks,
Challenges
which causes high variability tactics to suffer.
Market Trends
#Instagram is becoming the primary social media
channel of choice for millennials and Gen Z-ers.

#Increase in consumption of bite-sized content

#Within the influencer realm, mico-influencers are

taking the stage.

#Personalized, tailored content and experiences not only

with influencers but also with the brands

#Relationship Influencer Marketing over Transactional

Influencer Marketing

Future of Influencer Marketing
Emphasis on
Micro-Influencer
Despite having fewer followers,
micro-influencers make an effort
to build close relationships with
their audience. As a result, more
people interact with their posts.
Coca-Cola collaborated with
micro influencer Yannick Merck to
promote a cold Coke or their
products while he was around the
world.
Stricter Guidelines
Rise of CGI Influencer for Advertising
Influencers are required to
disclose any affiliations they have
Influencers developed with the
with brands.
use of computer-generated
imagery are known as CGI
Influencers are required to
influencers.
disclose whether they are writing
compensated reviews or
CGI influencers are becoming
receiving complimentary
more and more well-liked by
products.
brands since they give them
complete control over how
Making policies that will increase
their products are promoted.
transparency in influencer
marketing has already started.
 https://letsinfluence.io/evolution-of-influencer-marketing-in-india/
https://letsinfluence.io/influencer-marketing-trends-in-2020/

References
https://neoreach.com/evolution-of-influencer-marketing/
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influencerinsights-matter-most
https://www.tintup.com/blog/history-evolution-marketing-influencers/
https://www.elon.edu/u/academics/communications/journal/wp-content/uploads/sites/153
/2017/12/Fall2017Journal.pdf#page=77
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https://www.aspireiq.com/blog/the-evolution-of-influencer-marketing
https://miappi.com/how-influencer-marketing-affects-purchasing-behaviour/
https://www.influencer.in/blog/uber/
https://mediakix.com/blog/instagram-marketing-case-study-daniel-wellington
 True
INFLUENCE is
about
leveraging
AUTHENTICITY

FIN.