Shopper Marketing - May 2018 - 22
22 FEATURE | INFLUENCER MARKETING
SHOPPER MARKETING MAY 2018
By Dan Ochwat
impact and the
ccording to influencer firm Linqia and its report, "The State of
Influencer Marketing 2018," 86% of the CPG, media and retail
marketers surveyed used influencer marketing last year, and nearly
40% said they are increasing influencer budgets this year.
Another firm, #paid, ran a study conducted by Nielsen that compared a leading
beverage brand's TV to its Instagram video and found that 67% of those surveyed "loved"
or "liked" the Instagram vs. 56% loving or liking the TV ad, with low emphasis on "loved."
"The content that influencers are creating with the tools that they have - drones, phones,
DSLR cameras - is equal to or better than the quality of content that is traditionally being created for brands by creative agencies," says Adam Rivietz, co-founder of #paid, "which is a huge
step in the right direction."
However, the study titled "The Unique Benefits of Influencer Marketing" also pointed out
that TV still reigns when it comes to brand awareness and recall, so while influencer marketing
is on the rise and a cost-effective option for brands who can't afford TV, it's not a tool that will
replace TV but supplement it.
Influencer marketing thrives in the middle of the funnel, Rivietz says. Whereas TV gets a
brand the most eyeballs, influencer marketing comes in and validates that purchase through
family, friends and - in the case of the firms interviewed here - influencers. Here is an edited
discussion with six influencer marketing companies on the growing tactic.
trends fueling it
What does influencer marketing look like?
Who are they? What's working?
(such as artificial
HOLLY PAVLIKA: They range from micro-
on the rise, we
asked six firms
in the space
to discuss its
influencers and power middle influencers to near web-celeb influencers across
areas such as food, DIY, beauty, technology, healthcare, pets and more. We have
influencers who are powerful bloggers, Instagrammers and are on YouTube, Pinterest, and they know how to leverage crosschannel syndication of their content.
BOB GILBREATH: Their blogs are like minimagazines. Influencers share interesting
ideas - say a recipe for overnight oatmeal
or a clever hairstyle. The marketing comes
in as a relevant, integral part of this idea.
[For example] Quaker is part of making
the oatmeal recipe, and Pantene is part of
pulling together the hairstyle.
ELIZABETH SCHERLE: What sets [Influenster]
apart is we're the largest review platform
behind Amazon. Our community is largely
made up of product junkies and micro-influencers. They passionately review products on our platform because they enjoy
being the first to know about products, and
sharing their opinions instead of monetary
compensation is the primary motivation.
VP of marketing,
KRISTIN HERSANT: [Linqia's] report found that
92% of marketers view
Instagram as the most important social platform, which
aligns with most B2C marketers' desire
to reach Millennial moms. Facebook came
in second at 77%. At 71%, blogs are skyrocketing - up from 48% in 2016. Half of
respondents reported Snapchat as the least
PAVLIKA: Collective Bias conducted a study
and respondents said blogs and reviews
are the most likely form of communication
that would convince an in-store purchase.
In social media, Facebook and YouTube are
the most persuasive channels.
How do you find and vet influencers?
BETHANY STEPHENS: We know and hand-
pick our influencers. The individuals who
run our programs have had a conversation
with an influencer before we work with
them. There's a lot of talk in our space
about algorithms and scouring the internet to find people with high followers, but
we hang our hat more on authentic storytellers.
GILBREATH: Our main criteria for admission
is the quality of their creative work. We
also use third-party verification with Moat
to ensure that their traffic is not artificially
inflated by bots.
SVP, marketing and
Bias (an Inmar
Table of Contents for the Digital Edition of Shopper Marketing - May 2018
Shopper Marketing - May 2018 - Intro
Shopper Marketing - May 2018 - 1
Shopper Marketing - May 2018 - 2
Shopper Marketing - May 2018 - Contents
Shopper Marketing - May 2018 - 4
Shopper Marketing - May 2018 - 5
Shopper Marketing - May 2018 - 6
Shopper Marketing - May 2018 - 7
Shopper Marketing - May 2018 - 8
Shopper Marketing - May 2018 - 9
Shopper Marketing - May 2018 - 10
Shopper Marketing - May 2018 - 11
Shopper Marketing - May 2018 - 12
Shopper Marketing - May 2018 - 13
Shopper Marketing - May 2018 - 14
Shopper Marketing - May 2018 - 15
Shopper Marketing - May 2018 - 16
Shopper Marketing - May 2018 - 17
Shopper Marketing - May 2018 - 18
Shopper Marketing - May 2018 - 19
Shopper Marketing - May 2018 - 20
Shopper Marketing - May 2018 - 21
Shopper Marketing - May 2018 - 22
Shopper Marketing - May 2018 - 23
Shopper Marketing - May 2018 - 24
Shopper Marketing - May 2018 - 25
Shopper Marketing - May 2018 - 26
Shopper Marketing - May 2018 - 27
Shopper Marketing - May 2018 - 28
Shopper Marketing - May 2018 - 29
Shopper Marketing - May 2018 - 30
Shopper Marketing - May 2018 - 31
Shopper Marketing - May 2018 - 32
Shopper Marketing - May 2018 - 33
Shopper Marketing - May 2018 - 34
Shopper Marketing - May 2018 - 35
Shopper Marketing - May 2018 - 36