what's the future of influencer marketing?

CREATIVE SOCIAL 28.04.15

influence THE INFLUENCE OF

QUIZ! POP

Do you know who these people are?

The Influence of Influence @tombrandy & @imjustmike


ZOELLA, OBVS


8 MILLION subscribers


LEWIS & SIMON

AKA YOGSCAST


31 MILLION views

(on a song about minecraft)


CARLY ROWENA


150k subscribers


LUKE CUTFORTH

AKA

LUKEISNOTSEXY


1/2 MILLION subscribers


SOME CONTEXT FOR THOSE NUMBERS…


12.3M

live WATCH DOCTOR WHO


BUT ONLY 3.1 WATCH ON CATCH UP…


THESE GUYS AREN’T ON TV, SO MOST PEOPLE OVER

THE AGE OF 30 haven’t noticed

THEN THEY STARTED GETTING book deals…


TAKEN BY SURPRISE

MARKETERS HAVE BEEN A LITTLE

BY THIS surprised


551 TALKS ON

‘INFLUENCERS’


They are real people with a real connection to their audiences. They are able to connect emotionally with their audiences, which brands really love “


AMAZING! A CHANCE TO

connect emotionally…


SADLY THEY JUST DID THE SAME OLD

CRAP THEY’VE ALWAYS DONE

BUT

WE CAN DO BETTER

CREDIT: SAATCHI SAATCHI

WE CAN CREATE ROBOTS THAT

LEARN HOW TO PLAY GAMES FROM GAMES VLOGGERS


WE CAN BREAK PLATFORMS – GETTING INSTAGRAMMERS TO

CREATE A STOPMOTION FILM BEFORE

INSTAGRAM VIDEO WAS A THING


IT’S A whole new

world

AT HOLLER WE’VE BEEN THINKING ABOUT IT A

LOT. WE RAN AN EVENT ABOUT THE

RESPONSBILITY INFLUENCERS HAVE…

This chap, Rick Edwards, a broadcaster, thinks influencers have an

obligation to get young people to vote

This guy, Jim Chapman an influencer, doesn’t want be

forced into creating content he doesn’t want to

create

MUCH MORE INTERESTING THAN HOW TO PRETEND A PRODUCT

REVIEW ISN’T JUST AN ADVERT, RIGHT?

3 BETTER QUESTIONS


WHAT DOES THE

ACTUALLY LOOK LIKE? future

QUESTION 1:


...copy, extend, and finally, discovery of a new form. It takes a while to shed old paradigms. “

@_scottjensen


WHEN PLATFORMS FIRST EMERGE, WE DON’T KNOW

HOW TO USE THEM, SO WE JUST COPY WHAT WE

USED TO DO.


IT TAKES TIME AND LOTS OF TRIAL & ERROR BEFORE WE TAKE

ADVANTAGE OF THE PLATFORM ITSELF


RADIO = WAS READING STUFF TV = WAS RECORDING RADIO STUFF INTERNET = WAS ONLINE BROCHURES BEDROOM CELEBRITIES = ???

ZOELLA THE POLITICAN? (it may sound silly, but….)

RONALD REAGAN 40th PRESIDENT OF USA

HOLLYWOOD ACTOR

FOODTUBE RESTAURANT? COULD THERE BE A

WHAT IF BRANDS HELPED THAT HAPPEN RATHER THAN JUST ASKING FOR PRODUCT REVIEWS?

WHAT HAPPENS IF YOUTUBERS CREATE THEIR OWN PLATFORM?

LIKE JAY Z AND OTHERS HAVE DONE WITH TIDAL?

A YOUTUBE GAMER’S OWN GAME? THIS ACTUALLY ALREADY HAPPENED. ALMOST.


HOLY CRAP, SHOULDN’T THIS STUFF BE, YOU KNOW…

regulated?

QUESTION 2:

SHOULD CONTENT BE MONITORED TO ENSURE CERTAIN POTENTIALLY DETRIMENTAL MESSAGES

ARE REMOVED?


INDUS

TRY R

EGUL

ATION

S 9pm watershed No junk food to kids Voluntary groups e.g. Portman OFCOM and ASA guidelines Education quota


THE ASA HAS STARTED SLAPPING

WRISTS. BUT THAT’S IT SO FAR…

WHO SHOULD BE REGULATING THIS? THE GOVERNMENT?

A VOLUNTARY BODY?


WITH GREAT POWER, SHOULD THERE BE GREAT

responsibility?

QUESTION 3:


IN THE UK, TV BROADCASTERS

HAVE TO PLAY PARTY POLITICAL

BROADCASTS.


VOTE!

IF YOUTUBERS HAVE THE SAME REACH, SHOULD

THEY HAVE TO TOO?


HOLY CRAP, SHOULDN’T THIS STUFF BE, YOU KNOW, regulated? WHAT DOES THE ACTUALLY LOOK LIKE? future

responsibility? WITH GREAT POWER, SHOULD THERE BE GREAT

CREDITS PROTAGONIST: TOM BRANDHORST - @tombrandy

ANTAGONIST: MIKE PHILLIPS - @imjustmike

ART DIRECTION: THE INTERNET

NO INFLUENCERS WERE HARMED IN THE MAKING OF THIS PRESENTATION

SADLY

IF YOU WANT TO TALK ABOUT INFLUENCERS (OR DOCTOR WHO):

@tombrandy @imjustmike

@hollerlondon

what's the future of influencer marketing?

Marketing

influence of influence

influence of quiz

imjustmike zoella

imjustmike amazing

imjustmike carly rowena

real people

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