New metrics for measuring influencer marketing
A growing army of YouTube stars is finding instant fame and wealth thanks to millions of subscribers to their pages. Personalities such as video-gamer PewDiePie, with 54.1 million subscribers and Germán Garmendia, Latin America’s biggest star on the video-sharing site with over 31.2 million subscribers, have become the rock stars of a modern, digital world.
In 2016 alone, Cristiano Ronaldo generated almost half a billion dollars in media value for his main sponsor Nike.
Data empowers better understanding, and with better understanding, brands may forge closer social connections that turn audiences into brand advocates, influencers and loyal customers. When connections are human and authentic, good things happen not only for people but for brands, too.
What is influencer marketing? Is it Selena Gomez promoting Coach on Instagram? Or Roger Federer celebrating with Moet & Chandon on Twitter? While it’s tempting to yell “NO!”, I’ll settle for a conditional “not quite.
Marketers wanting to harness digital word-of-mouth are using influencers to establish credibility and to create social currency in order to drive branded word-of-mouth recommendations.
Did you know that influence in social networks has a shape? That budget has impact on a brand’s reach on social networks but smaller brands can outperform bigger ones, which have more money, if they are smart.
Nano-influencers are on the rise and rise. Why? Because they work and are delivering great results to brands who are increasingly using these people to help them better connect with audiences in a manner that’s relevant and engaging.
“Real business isn’t done in board meetings; it happens in the small, personal interactions that allow us to prove to each other who we are and what we believe in, honest moments that promote good feelings and build trust and loyalty.”
