The influence of marketing, a popular trend in digital marketing, is still little known in many countries. A study recently conducted with more than 800 influencers provides many lessons on how it works and allows brands to better understand it. Here are 4 particularly interesting lessons that will help you get the most out of your marketing influence campaigns.
The social network must be chosen according to the criterion “age”
Many social networks have developed on the web for twenty years. However, not everyone is addressing the same age group. Facebook, once a haven for teenagers, is being dethroned by newer networks like Snapchat. In fact, the age of the influencer often coincides with a given platform. Let’s see, which social network corresponds to which age group side influencers. Knowing that it also fits the consumer side.
For the quarantine, it’s Pinterest. They are indeed 60% of the influencers to be particularly present on this social network. They express themselves by sharing inspirations in the field of cooking, interior design, or fashion. And most of the influencers involved are influencers!
As for the young influencers around their twenties, they use, for 50% of them, Youtube and Snapchat. This is not surprising since young people are heavy consumers of videos on the internet and seek above all “immediacy”. Yes, I will not tell you that young people like everything to go fast and get done quickly! Youtube and Snapchat respond perfectly to their expectations.
Finally, the thirties are mostly present on Instagram (for 60% of them), and the over 40 years very much favor Linkedin. Every age group has its social networks of choice.
The budget to be given to the influencer depends on the targeted social network
Not all social networks can make a living as an influencer! Some are clearly privileged compared to others.
In Linkedin, for example, influencers all earn less than $ 1,000 a year. It is the least profitable social network. This is not surprising as it is less amenable to brand/influencer partnerships than mainstream social networks.
In contrast, we find Pinterest. 20% of influencers who use this platform earn between 20,000 and 50,000 $ per year, and 40% between 1,000 and 5,000 $. This social network is therefore less accessible for brands because it requires to unlock a larger budget.
Influencers who want to make the most of their business are looking for Youtube. Few of them really manage to break through (86% earn less than $ 1,000 a year), but it can be very profitable for those who arrive there: 4% earn more than $ 50,000 a year. This is the highest percentage in this pay band. As a brand, if you are targeting Youtube for your marketing influence campaigns, you must plan for a suitable budget.
Influencers are more solicited on some social networks
All media do not meet the same enthusiasm from brands! Some influencers will be more contacted than others, depending on the social network on which they are present.
In general, more than 40% of the influencers contacted during our study receive between 1 and 3 requests for new partnerships per week. But it is possible to be much more solicited! Take Instagram for example. This is the network that generates the most requests. 14% of influencers in attendance receive between 3 and 5 requests per week and 7% up to 50 requests per week. So hang in there and be patient if you target this social network for your marketing influence campaign.
Blogs also have the coast with brands. Indeed, the blog is, for many, the most intimate form with its community. In a blog you can write long notes, insert photos, express your personality fully. It should also be noted that the blog is the historical social network. Many still use the term “blogger” to say “influencer”. This support attracts many brands: 13% of bloggers receive 5 to 10 requests per week.
Community size is a less and less important variable in influencers’ compensation
In terms of marketing influence, brands have the choice between two strategies: using a single “big” influencer, whose community is important. Or turn to several small influencers, communities less imposing but often more engaged. This last strategy is generally successful.
Indeed, having a large community does not guarantee a good engagement rate. For example, an influencer who has 3 million followers on Instagram but only 20,000 who respond to his publications is not necessarily very interesting for brands. By leveraging more influencers into smaller but more active communities, they will be able to achieve greater results than by relying on one important influencer. And this for a budget often reduced.
The numbers are there to confirm the trend. 36% of the influencers of more than 100k people are offered collaborations between 200 $ and 500 $ (rather the top of the range). But at the same time, we also have 17% of influencers from 10,000 to 20,000 people who also benefit from this remuneration. Proof that the size of the community is not everything and that brands have understood. They now trust niche influencers whose community is active.
More than the size of an influencer’s community, the variables of the remuneration will rather concern the quality of its followers (to what extent they are engaged), the quality of the contents produced, the positioning of the influencer, etc.
Influencers with various profiles
As these lessons demonstrate, the success of a marketing influence campaign is based on several criteria. While some combinations seem more effective than others, the diversity of influencers is important. It would be a shame indeed to have only marketing influence campaigns based on YouTubers gaming or instagrameuses mode, for example. The diversity of the influencers guarantees, on the one hand, the uniqueness and the originality of the marketing influence operations. On the other hand, it allows all brands to carry out marketing influence campaigns tailored to their budget and targeted audience. So contact us to get the best influence marketing strategy for your brand.