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Social Sites; Methods of influencer marketing and communication:
Instagram
Originally, a distinctive feature was that it confined photos to a square shape.
You can upload photographs and short videos, follow other users’ feeds[89] and geotag images with longitude and latitude coordinates, or the name of a location.
The explore tab was introduced in mid-2012 in which 21 photos are featured when a user clicks the tab second from the left on the bottom bar of the Instagram app. The photos must be of a public user whose profile is not set to private. This section of Instagram is where users can search for specific users or particular hashtags that interest them.
Since the app’s launch it had used the Foursquare API to provide named location tagging. In early 2014, after being purchased by Facebook, the company was switched to using Facebook Places.[67]
New features 2015 – 2016 :
http://www.telegraph.co.uk/technology/2016/08/02/instagram-launches-snapchat-style-stories—everything-you-need/
Instagram statistic :
Instagram user statistics;Instagram now has 400 million active users, 75% of Instagram users are outside the US, Over 60% of users log in daily, making it the second most engaged network after Facebook, 30% of internet users are now on Instagram. 90 percent of Instagram users are younger than 35.
Instagram financial statistics; in 2015, Instagram was forecasted to bring in $595m in mobile ad revenue, By 2017, Instagram’s global mobile ad revenues will reach $2.81 billion.
Instagram history statistics; launched on October 6, 2010. The network was bought by Facebook on 9 April 2012, for $1 billion. At the time, Instagram had only 30 million users. Instagram introduced advertising for select brands in October 2013, but didn’t open up advertising for all until September 2015.
Instagram usage statistics; Over 40 billion photos have been shared. Instagram clocks up 3.5 billion likes every day. On an average day, 80 million photos are shared. Instagram usage has doubled in the last two years. When Instagram introduced videos, more than 5 million were shared in 24 hours.
https://www.brandwatch.com/2016/05/37-instagram-stats-2016/
Understanding The Different Types Of Instagram Influencers:
Many of today’s top Instagram influencers have attracted millions of engaged followers by focusing on a specific niche or content category. Here are some of Instagram’s most popular verticals and the most prominent Instagrammers that command each space, niche interests, and advertiser categories:
1- Top Beauty, Make-Up, & Fashion Instagrammers
2- The Best Travel, Hospitality, & Adventure Instagrammers
3- Men’s Lifestyle & Fashion
4- Design & Home Instagram Influencers
5- Top Healthy Living & Activity Instagrammers
6- The Best Food Instagrammers
http://scl.io/ksmI9gRh#gs.RyNlw4E
Why Brands Should Use Instagram:
In 2016, digital marketing expert eMarkerer predicts that nearly 100 million Americans will log on to Instagram at least once a month, and by 2017, over half (51.8%) of all social network users in the U.S. will be on the fast-growing photo and video sharing platform. As greater numbers of consumers turn to Instagram to keep abreast of the latest trends, receive news through the app’s growing number of Instagram publishing channels, and make purchasing decisions, developing a comprehensive Instagram marketing strategy is now one of the best ways to reach audiences who spend hours a day on social media apps and networks.
To grow and remain viable in today’s hyper-competitive commercial landscape, successful brands must find a way to capture the attention of audiences who now look to social media platforms for entertainment and information by generating momentum through both owned media channels (the company’s own Instagram channel) and earned media (word-of-mouth or influencer marketing) recommendations. Developing an effective Instagram marketing strategy can be a powerful way for companies to showcase their brand, goods, and/or services in the most favorable light, solidify brand messaging through branded sponsored posts, boost brand relevance, and gain exposure to millions of new consumers.
Because Instagram is the favorite platform for teens and millennial users (Wall Street Journal), brands who engage in Instagram marketing now will also be in a better position to reach future generations who will wield more purchasing power as they get older.
at: http://scl.io/6V8ilG6N#gs.CE05VpM
Snapchat
New features 2016:
http://snapchat-blog.com/
https://support.snapchat.com/en-US/a/discover-how-to
snapchat statistic :
spiegel said onstage today at the Code Conference that Snapchat has close to 100 million daily active users “in developed countries.”
More than that, 65 percent of those people actually contribute content — snaps and stories — of their own, which is a remarkably high level of active engagement.
Spiegel also said that Vodafone has attributed 75 percent of its customers’ upload bandwidth usage in the U.K. to Snapchat.
http://venturebeat.com/2015/05/26/snapchat-has-100m-daily-users-65-of-whom-upload-photos/
http://www.adweek.com/socialtimes/how-are-people-really-using-snapchat-infographic/633305
https://www.chinainternetwatch.com/14441/social-commerce-easy-hard/
http://www.recode.net/2016/2/29/11588352/snapchat-users-now-watch-eight-billion-videos-per-day
http://blogs.wsj.com/digits/2013/11/20/snapchat-ceo-says-70-of-users-are-women/
http://scl.io/4ww-8hbD#gs.U_XXBKA
An estimated 150 million people now use Snapchat, according to Bloomberg. The messaging app now claims more active users than the micro-blogging platform Twitter, which now has only 140 million active users. http://scl.io/4ww-8hbD#gs.U_XXBKA
In light of its latest round of fundraising (which yielded $1.8 billion), Snapchat’s current valuation is approximately $18 billion (TechCrunch). http://scl.io/4ww-8hbD#gs.U_XXBKA
An eMarketer report found that 18 to 24 year-olds make up 45% of all Snapchat users in the U.S., and comScore discovered that 60% of U.S. 13- to 34-year-old smartphone users are Snapchatters (Snapchat). According to Forbes, 37% of Snapchat’s users are between the ages of 18 and 24 and over 60% of U.S. 13- to 38-year-olds are Snapchat users.
At 500 million Snapchat stories per day (calculated at 10 seconds each), it would take over 158 years to watch an entire day of Snapchat stories. According to Business Insider, users spend an average of 25-30 minutes each day on Snapchat. http://scl.io/4ww-8hbD#gs.U_XXBKA
Why Brands Should Use Snapchat
Snapchat: Snapchat in the World of Storytelling
One of the biggest players on social media engagement right now is video. It’s everywhere! Not only that it promotes engagement on social media, it’s an effective platform for creating interactive content. And now you have one perfect tool to craft interactive content (including video): Snapchat.
Snapchat does hit every aspect. You can create content on your own (minus the technical editing) and it has your personal touch in the sense that its similar to a homemade video. You create your own story; you tell it the way you want it. Since audiences nowadays want to see and hear stories (close to reality) rather than a bunch of product placements and hard-selling, Snapchat is the best tool and platform to humanize your brand. You can also inject humor and creativity with your snaps.
The 24-hour stories promote a sense of urgency to content consumption for your followers. It’s like Zara for fast fashion — you create limited supply for a bigger demand. Also, the real-time snaps could spark real-time engagement. Your followers can reply to your snaps. As for the limitation on audience reach, I believe Snapchat is effective in loyalty acquisition as it lets you engage a smaller community of your biggest fans — people who are genuinely interested in what you’re doing.
These fans are more valuable, not just because an existing customer is more likely to consume your products than a new one, but because these people are more likely to become advocates of your brand. That’s the most important factor of a customer’s decision-making process before they buy a product.
https://www.linkedin.com/pulse/why-brands-should-use-snapchat-storytelling-social-media-cath-pascual
What Is a Snapchat Takeover?
A Snapchat Takeover is when a brand allows a social media influencer to “take over” the brand’s Snapchat account and create a story from the YouTuber, Instagrammer, Viner, or Snapchat star’s unique perspective. Takeovers typically last a few hours or an entire day, and the digital influencer enlisted to commandeer the brand channel prefaces the takeover by asking fans across all their social media channels to watch his or her story on the sponsoring brand’s Snapchat account.
By leveraging the attention of their audiences (oftentimes in the millions of fans, followers, and subscribers) and, in many cases, capturing new audiences and exposing them to an exclusive experience or behind-the-scenes look, social media stars can increase brand exposure and grow a brand’s Snapchat followers exponentially. http://scl.io/V4HpFY9r#gs.nLCjf8k
Influencer Marketing
The voice of the customer has always been one of the most powerful concepts in marketing, and today’s social media platforms act as one giant megaphone for that voice.
In fact, social media has fundamentally changed the balance of power between customers and brands because it enables peer recommendations to play a much greater role in purchasing decisions. According to a McKinsey Study, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate. Given the importance of peer recommendations and their amplification through social media, influencer marketing has become a widely discussed topic among marketers. This is especially true given the prevalence of influencers in the growing “millennial” and “mom” demographics.
Celebrities have been used in advertisements for a long time but according to Crowdtap (2014), consumers today avoid messages through the traditional media (TV, print and radio) and the messages through them rank low on trust. Peer-created social content or user-generated content is trusted more than other types of media.
Through social media consumers have gotten closer to the celebrities and influencers. Over time they have formed a relationship and consumers trust the influencers.
What is the influencer Marketing?
Definitions:
Influencer content may be framed as testimonial advertising where they play the role of a potential buyer themselves, or they may be third parties. These third parties exist either in the supply chain (retailers, manufacturers, etc.) or may be so-called value-added influencers (such as journalists, academics, industry analysts, professional advisers, and so on).[2]
The first approach to that theory comes from a communication classic, The People´s Choice(Lazarsfeld and Katz), a 1940 study on political communication that was also known as Multistep flow model, that claims that the majority of people are influenced by secondhand information and opinion leaders.
Our network of more than 30,000 of the most influential people online (including bloggers, vloggers and social media stars makes growing your reputation easy and cost-effective.
Influence can come from a wide range of places. Any person, group, brand, or place could potentially be an influencer. For example, celebrities are often used to market products because they are highly respected and highly visible. When a celebrity uses a product, the maker of that product gets exposure and the respect that comes from a celebrity endorsement (See alsoMarketing with Celebrities).
Bloggers have become important influencers because they are seen as authentic and have loyal followings. When a blogger recommends a product it seems more trustworthy than traditional advertising. By using influencers, companies can avoid much of the cynicism and skepticism that is directed at straight forward marketing messages.
This form of marketing is unique because it appeals to the needs of the influencer rather than the customer. Companies must give influencers respect and form open and organic relationships for the influencer to endorse a product. This might include giving the influencer access to a soon-to-be released product, or inviting the influencer to visit the company in person.
The only major drawback of influencer marketing is that it isn’t as controllable as traditional marketing. While some influencers only add to the positive image of a product, influencers who encounter legal trouble or fall out of the public light might negatively impact a product’s chance of success. Marketers must prepare to deal with negative fallout if the influencers they use misrepresent or reject their products.
Finally, in addition to improving your customer experience, a brand should also be aware of influencers who are actual industry experts with large followings.
Most discussion on the generic topic of social influence centres on compliance and persuasion in a social environment, as exemplified in Robert Cialdini’s book Influence: Science and Practice.[3] In the context of Influencer Marketing, influence is less about argument and coercion to a particular point of view, and more about loose interactions between various parties in a community. Influence is often equated to advocacy, but may also be negative, and is thus related to concepts of promoters and detractors.[4]
Generally speaking, a social media influencer is any individual or group that has cultivated a large following by producing content solely on today’s most popular social media channels (YouTube, Instagram, Snapchat, and/or Vine) or by creating, contributing to, and managing a successful blog. Often, top social media influencers operate within niche areas of expertise—fashion, for example, or cooking—and thus command the attention and respect of audiences with the same set of interests.
What truly sets social media influencers apart from their movie star counterparts (and makes collaborating with digital stars so beneficial for brands) is how they engage with their followers. Most social media stars spend years developing a unique relationship with their fans by responding to comments and engaging with followers personally, making digital influencers far more accessible, believable, and genuine than traditional celebrities.
When did Influencer Marketing Start?
Marketing historians point to The People’s Choice as the first time the idea of influencer marketing was fully fleshed out. Though this book focused on political communication, the idea was universal—consumers respond better to the opinions of friends and family than those coming from large brands or political figures. The authors of The People’s Choice, Elihu Katz and Paul Felix Lazarfeld, argued that a two-step flow of communication (what they dubbed the Multistep Flow Model) would be a much more effective means of persuading the masses. As you might guess, the two-step flow entailed first marketing to influencers, and then incentivizing influencers to market to the wider public.
Though that book was written almost 70 years ago, recent studies have confirmed the ideas contained within The People’s Choice. Nielsen recently published a study that asked consumers which forms of advertising they trusted the most. The overwhelming winner was “Recommendations from People I Know” at 84%. Towards the bottom of the list were online banner ads (42%) and ads served in search engine results (48%), two staples of online marketing for the past few decades. Given these statistics, it’s a natural progression for brands to use influencers to spread brand messaging.
Though influencer marketing has existed in some form for the past half century, it wasn’t until the advent of social media that influencers were able to substantially increase their personal reach. This larger reach has increased the value of influencers to brands, and made it more lucrative to be an influencer.
Taya of influencer:
influencer
Individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship. In consumer spending, members of a peer group or reference group act as influencers. In business to business (organizational) buying, internal employees (engineers, managers, purchasers) or external consultants act as influencers
And social media influencers are referred to as social media stars, brand influencers, digital influencers, and terms like YouTubers, Instagrammers, Viners, Snapchatters, vloggers, and bloggers, are used when describing platform-specific influencers. – Read more at:
Based Lisa Barone, co-founder of the firm Outspoken Media (New York), in contrast, proposes a simpler list of Influencers On The Web.A list which corresponds very well to the five main types of influencers that found on social media:
What truly sets social media influencers apart from their movie star counterparts (and makes collaborating with digital stars so beneficial for brands) is how they engage with their followers. Most social media stars spend years developing a unique relationship with their fans by responding to comments and engaging with followers personally, making digital influencers far more accessible, believable, and genuine than traditional celebrities. ]
C-Who micro-influencers
Though no clear definition delineates “micro-influencers” from traditional social media influencers (even the line between digital stars and traditional celebrities is now steadily eroding), most marketers consider micro-influencers to be any YouTuber, Instagrammer, Snapchatter, or blogger with a relatively small (less than 100,000) follower-base of highly-engaged, extremely attentive social media users.
many brands are finding that partnering with smaller, niche-focused “micro-influencers” may sometimes yield higher levels of engagement and better returns for brands.
82% of people are likely to follow the recommendations of a micro-influencer.
http://scl.io/H5D-ZXa6#gs.YMUdlEQ
In the wake of revelations that some high-reach influencers actually purchase followers to artificially inflate their reach, many brands are eschewing the “bigger is better” (in terms of audience size) influencer marketing mantra in favor of working with smaller, more engaged social media stars. New research suggests that micro-influencers because:
1-Have Higher Engagement Rates
A recent survey found that a correlation existed between engagement rates and the number of followers an Instagram influencer claimed—as the number of followers an Instagrammer earned increased, the influencer’s engagement (predictably) plunged. Instagram influencers with fewer than 1000 followers reported an 8% engagement rate, while those with over 1 million followers only engaged with 1.7% of their audience (Digiday).
2- Are Better At Driving Consumer Action
According to a study conducted by The Keller Fay Group and Experticity, 82% of consumers said they would follow the recommendations of micro-influencers. The study also found that, on a weekly basis, micro-influencers give over 20 times more recommendations than the average consumer (Marketing Dive).
3- Offer High Returns On Marketing Investments (ROIs)
Like celebrity endorsements, some partnerships with high-reach influencers can be expensive—marketers can expect to pay $50K–$100K for just one post from a “famous” Instagrammer or blogger. Collaborating with micro-influencers not only ensures that brands are targeting the right audience, it also allows CMOs to create multiple campaigns and achieve a level of brand ubiquity in a given niche or marketing vertical.
D- A celebrity:
Celebrity is fame and public attention in the media, usually applied to a person, group of people (celebrity couple, family, etc.), or, occasionally, to animals. Celebrity status is often associated with wealth (commonly referred to as fame and fortune) and fame can often provide ophttps://en.wikipedia.org/wiki/Celebrityportunities to make money.
Successful careers in sports and entertainment are commonly associated with celebrity status;[3][4] political leaders often become celebrities. People may also become celebrities due to media attention for their lifestyle, wealth, or controversial actions, or for their connection to a famous person.
Primarily Valued for Level of Exposure He or She Can Provide, Not Necessarily Tied to Knowledge Base or Credibility
Made Famous Through More Traditional Channels (TV, Radio, etc.)
Not Necessarily Running Their Own Social Accounts: The Brand Partners with the Personality, Not the Creativity or Content Creation
Most digital influencers still work regular jobs, have families, and engage in normal social activities that readers, viewers, and followers can relate to. While celebrities usually have a large, impersonal following, digital influencers have a dedicated audience that regularly engages with their content and follows them specifically for both style advice and inspiration.
A digital influencer’s sole purpose is to share their style, making brand endorsements a natural fit. Because celebrities aren’t necessarily viewed as authorities on fashion or style, marketing campaigns with celebrities typically see less engagement and fall short when it comes to ROI. Integration is the key to a successful influencer marketing campaign, and the more authentic a campaign appears, the more influential it will be on targeted consumers. –
But Leverage Digital Influencers & Celebrity Due to the different audiences celebrities and digital influencers reach and the varying levels of engagement among their fans and followers, both celebrities and digital influencers can be employed to create a successful integrated marketing campaign. Celebrities are very useful for creating awareness about the brand, since they reach a mass market of consumers, while digital influencers are better at creating an intimate connection between audience and brand. It is this connection that ultimately drives the conversions and sales brands are seeking.
Finally, . Social engagement, in fact, is one of the most important factors brands should consider when looking for a social media star to collaborate with, and the most successful social media influencers spend time facilitating conversations with their followers through YouTube and Instagram comments, tweets, and blog post threads.To capitalize on engaged social media audiences, it’s important for brands to realize that social media platforms and digital influencers are not simply vehicles to distribute a brand’s message – they are actual communities with special sets of norms, values, and ways of communicating. Campaigns are most successful when companies recognize what makes every social community’s unique culture and niche interests.
Nathan McDonald, co-founder of We Are Social, says that authenticity is one of the reasons why social media stars are so impactful and why social media marketing campaigns typically enjoy high rates of success. Audiences feel a genuine connection with the social media stars they follow, and part of the reason for their trust stems from the raw, authentic, unedited nature of social media platforms like Snapchat and Vine. See how DJ Khaled has leveraged his authenticity to amass a huge following on Snapchat here.
Social Media has evolved to become a highly visual medium. We see that in the rise of Vine, Instagram, Pinterest and Facebook’s move to timeline. It’s all about images. You can probably see that in your own digital behaviour, you are sharing and viewing more photos, graphics, infographics, GIFs, videos etc.
The stats below reflect this shift, the visual-centric social networks have seen explosive growth and valuations; while photos and video posts are getting higher engagement levels:
