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Post on 22-Jan-2018
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- 1. At What Cost?
- 2. Influencers add visibility that make products or services viable via their credibility with the public. Influencers have large followings on social media that organizations draw on to extend reach.
- 3. There isnt a set cost structure or contractual fee parameters that can be used to gauge the exact worth of each influencer. Reports have prices ranging from $50 for a tweet to $12 million annually for top ranked influencers that have mass followings, according to INC.
- 4. Recent charges have been filed against several marketers and celebrity influencers on Instagram for not disclosing that some endorsements are paid for by advertisers, according to THE DRUM.
- 6. Influencers have followers that follow their social medial channel that provides either entertainment, information or some combination of both. YouTube influencer, Michelle Phan, earns her estimated $3 million annually by doling out beauty tips to her multi-generational followers. There are influencers across the spectrum of arts, issues, and concerns that exercise influence over those that share a like-minded view .
- 7. There is a perceived value added proposition to using influencers in marketing campaigns. Those with proven appeal and a mass following can garner the views desired, but not always the conversions needed for success. On the following slides well look at some data from nielsen and mckinsey that will give better insight into the value of influencer marketing.
- 8. Global Trust In Advertising: More than eight-in-ten respondents (83%) say they completely or somewhat trust the recommendations of friends and family. Two-thirds (66%) say they trust consumer opinions posted onlinethe third most trusted format. Branded websites are the second most trusted format by 70% of global respondents. 56% trust email they signed up for.
- 9. Word of mouth is the primary factor behind 20 to 50 percent of purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive. Today, it also operates on a one-to- many basis: product reviews are posted online and opinions disseminated throughout social networks. As consumers have become overloaded they have become increasingly skeptical about traditional company-driven advertising and increasingly prefer to make purchasing decisions largely independent of what companies tell them about products.
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