The Future of Influencer Marketing

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Battle 2: Vlogger vs. brand “celebrity” content The winner? L2 reports that vloggers in the digital beauty space trounce mainstream celebrities, with vloggers drawing more than 700 million views per month and attracting 50 times more views and 108 times more subscribers than celebrity content for an underlying brand. Need more proof? L2 also reports that, in a Google search for brand terms, two-thirds of the first-page results is content from influencers, whereas only eight percent of results point to brand pages. That’s less than one result for a brand on each page 16 . Knockout. Battle 3: Black Box-owned vs. influencer content In one corner: The old Black Box Wines site. In the other: An updated site with a new social media hub featuring the content from 50 new influencer-created blog posts. The new hub prevailed 17 , generating: An increase of 31 percent in website views An increase of 56 percent in time on site An increase of 44 percent in social mentions The original campaign packed a punch, too. Those 50 authentic blog posts about influencers’ first tastes of Black Box Wine? They delivered: 73,000+ views 5,000+ engagements A total media value of $250,000 16 http://www.l2inc.com/vloggers-outshine-celebrities 17 http://www.tapinfluence.com/customers/black-box-wines-success-story/ 20 Prediction 3
Prediction 4 Content distribution will drive content creation If you think about it, prediction four sounds a little backwards: “Content distribution will drive content creation.” Don’t you create—and then distribute? Don’t you create so that you can distribute? And don’t customer needs—and your need to sell—drive content creation? Yes, yes, and yes. In influencer marketing, as with all content marketing, you work backwards from the customer to create content. But in influencer marketing, you don’t look only at the WHAT—the consumer pains, challenges, and opportunities—but also at the WHERE—the places your consumers work and play online. Then, with the WHERE in mind, you—and your influencers—are ready to create content to maximize reach and engagement on those channels. 21
Page 1 and 2: The Future of Influencer Marketing
Page 3 and 4: Introduction Hi. Welcome to The Fut
Page 5 and 6: Influencer marketing is catching fi
Page 7 and 8: With the advent of social, consumer
Page 9 and 10: Bots: another reason to shift budge
Page 11 and 12: Where do consumers turn if not to d
Page 13 and 14: Prediction 2 Brands and agencies wi
Page 15 and 16: Ready to take the new, trusted web
Page 17 and 18: Prediction 3 Brands will deepen cus
Page 19 and 20: It’s no wonder why marketers and
Page 21: In battles between brand- and influ
Page 25 and 26: A Digital Marketing Puzzle Question
Page 27 and 28: What kind of content amplifies well
Page 29 and 30: A hypothetical: manually running an
Page 31 and 32: A comparison: running the same infl
Page 33 and 34: Prediction 6 Influencer marketing a
Page 35 and 36: A brand with IMA will: Deepen relat

The Future of Influencer Marketing

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