As influencer marketing evolves in 2017 from an unstructured technique into a proven channel, marketers will need to revise their strategies and reconsider what they already know about influencer marketing. We have compiled a list of the top 5 Influencer Marketing facts you need to know about in 2017.
- Micro influencers are proving to be more effective than celebrities.
Defined as having between under 10,000 followers, Micro-influencers may not have the same reach as celebrities but their audience engagement is on par, if not, even better. Studies have shown user engagement from micro influencer content exceeding those from a celebrity. For live video streams, this statistic is even obvious as they build meaningful relationships over mass reach. If you are considering influencer marketing & using engagement as your KPI, it would be beneficial to test micro-influencers as a part of your strategy.
- Growth of Instagram as a preferred channel.
Whilst YouTube has traditionally been the go-to for marketers but Instagram is quickly catching up as a preferred channel for influencer marketing. Research that compared social channels has found Instagram driving more engaged traffic than any of the other channels.
- Marketers need to be vigilant of the legal guidelines surrounding influencer marketing
The FTC in the US require sponsored posts to be tagged as ads. Whilst YouTube has traditionally required posts to declare sponsorship, it has always been a grey field. Now with increased legal scrutiny, marketers will need to get tougher by being disciplined in how they approach transparency & disclosure.
- Majority of Marketers are using multiple platforms for influencer marketing
US marketers are tackling influencer marketing with a holistic approach leveraging multiple platforms. Studies show the majority of marketers are using on average, 3 platforms to deliver their influencer marketing campaigns. As the old adage goes: “Don’t put all your eggs in one basket”.
When marketers are developing their influencer marketing campaigns, they will need to think about how they can best utilize each platform’s strengths and approach it from the top down.
- Live Video drives engagement
Live video has exploded into the marketing community thanks to the growth and proliferation of Facebook, Instagram & YouTube live. Live video has never been more accessible to marketers with an abundance of user generated content created.
The question marketers often ask is “why should we use live video instead of a normal video?” Whilst the studies are preliminary, it is without surprise that engagement peaks during a live video and hence has a better chance of driving, even more, engagement than static content. We will cover more about this topic in another article.
A study on Facebook live video found that the highest level of engagement happened whilst the video was live highlighting the importance of promoting streams prior to when they’re actually live.