Posts tagged "influencer marketing"

Influencer Marketing 2018 Round Up South East Asia

January 9, 2019 Posted by Artificial Intelligence, Influencer Marketing 0 thoughts on “Influencer Marketing 2018 Round Up South East Asia”

Year 2018 has been a phenomenal year for marketers in South East Asia. Over 1.5 billion active social media users have helped South East Asia catapult ahead and become one of the most sought after markets for social media influencer marketing.
We have complied influencer marketing metrics for 8 different countries in South East Asia and packaged them into a swanky report.

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Influencer Marketing in India

December 12, 2018 Posted by Artificial Intelligence, Influencer Marketing 0 thoughts on “Influencer Marketing in India”

Influencer Marketing in India is on the rise, and for good reason: the right influencers can make or break a brand. It is no surprise that brands in India are joining in on the trend. But will they truly get the promised ROI from their influencers?

India’s Fake Influencer Problem

At Affable, we use data to audit influencers. We have built cutting-edge machine learning algorithms to profile influencers and their audience. In India, we have profiled over 30,000 influencers (and counting!). While running through the data, we noticed that a lot of “influencers” have fake followers.

This is a problem. One of the reasons influencer marketing works so well is that influencers are authentic and resonate with their audience. However, little room for authenticity remains if the audience itself is purchased. Paying as little as ₹150 ($2.10) can earn you up to 1000 followers!

How to tell if an influencer has bought followers?

One way to figure out if an influencer has purchased followers is by sifting through their followers. If you see something like the following then there is a high chance that the followers are paid for:

 

Similar account names, with stock imagery as profile pictures

As you can probably see, this process is highly manual and time-consuming. Luckily, at Affable, our machine learning algorithms do that for you! This is described in our previous post.

The good news

It’s not all gloom and doom. India has plenty of authentic, engaging influencers, they’re just harder to find. Luckily for us, our advanced search engine is great at finding exactly those influencers. Here is a food influencer that our search engine identified as having one of the highest engagement levels:

Sample analytics of @the_savage_lens on available on Affable

This is influencer goes by the name @the_savage_lens on Instagram. He is a Pune based creator that takes gorgeous pictures of food. Our analysis shows that he is one of the most engaging Indian influencers, with an average engagement of 11%, which is several times higher than the 1.49% engagement of similar influencers. This, of course, is no mystery once you see how beautiful and well composed his posts are:

View this post on Instagram

This vadapav was ajajzbzbzbbzznnz….❣️ And I'm feeling ajsnsnznzn right now because a) I missed the deadlines for @platterjoy giveaway b) I'm not getting time to write a crazy good caption. So my dear dear sizzy, Nidhi, accept this entry of a Desi snack with a twist. The twist is that I made the Vada and everyone twisted after eating it because I misjudged the amount of spices. I know I'm awesome at cooking. No claps pls. 🙂 . Anywho, it's Wednesday… midweek and I've finally come home. My braveheart crossing 14 signals to go to office and another 14 to come back home. And typing this caption while waiting in between the ever growing traffic, pollution and population of Pune just to save a few minutes so that after coming home I can just post it ASAP because I gotta leave for work!🥂 . Ah! Wasn't I just back from one? Yeah, that was the one which pays my bills. This is the one which pays for my smiles. Yes, you might have guessed it right – Photography. I'm finally visiting a place I've always loved. Which place is that? Well.. keep checking the stories for details. 🐿️ . I'll roast you if you find typos 🦅

A post shared by The Savage Lens (@the_savage_lens) on

Now the only question remains, how can you find influencers as engaging as @the_savage_lens to spread the word about your brand?

Discover Authentic Indian Influencers

For an influencer marketing campaign to deliver a strong ROI, choosing the right influencer is critical. Affable’s AI-powered discovery engine gives you the ability to find the most relevant influencers for your brand. Sign up free today and search among 30,000+ Indian Instagram influencers here:

Free Trial. Easy setup. Cancel anytime.

Detect Fake Instagram Followers using AI

November 22, 2018 Posted by Artificial Intelligence, Influencer Marketing 0 thoughts on “Detect Fake Instagram Followers using AI”

Social Media platforms like Instagram and Twitter have taken a strong stance against fake followers and accounts that boost their social presence with the purchase of fake followers. Instagram’s latest announcement is another critical step towards reducing this unwelcomed behavior.

This is an excerpt from their press release – “Recently, we’ve seen accounts use third-party apps to artificially grow their audience. Every day people come to Instagram to have real experiences, including genuine interactions. It is our responsibility to ensure these experiences aren’t disrupted by inauthentic activity. Starting today, we will begin removing inauthentic likes, follows and comments from accounts that use third-party apps to boost their popularity.”

Genuine Influencers and Key Opinion Leaders are popular because of the content they create. These are content creators who amass huge following from an audience who relate to them and trust them. At Affable, we have built machine learning algorithms that can detect suspicious activity from followers and flag them. For any influencer, you can view what is the % of suspicious followers. On an average, we notice 5-15% suspicious followers for most accounts since these are just inactive accounts that end up following everyone.

 

Screenshot of an influencer's profile on Affable showing fake followers

How does Affable detect fake followers?

Our proprietary algorithm analyses all followers of an influencer to gauge if they have characteristics of a fake account. As humans, we can detect looking at a profile if it is suspicious – look at the profile below. The username and the staggering following-to-follower ratio clearly suggests it is a dummy account. This is not all though, our algorithm also looks at other profile criteria to gauge its authenticity.

 

Screenshot from Instagram with fake followers

 

Affable also analyzes an influencer’s follower growth over time. For any influencer, you can visualize the timeline of their follower growth. Sharp spikes typically suggest that the account has had a mass-following in a short span. Sometimes these spikes are also caused by giveaways, but you should be careful when you see concurrent spikes as below.

Screenshot of an influencer's profile on Affable showing fake followers

 

Brands are taking a proactive step to avoid spending marketing dollars on influencers with fake followers. Most recently, Keith Weed, Chief Marketing Officer of Unilever expressed concerns and took a stance that the Consumer Goods company will not work with any influencer who purchases ghost followers.

Are you planning an influence marketing campaign? Do you know the influencers you have in mind are real or if they have fake followers? Check them out on Affable with a free trial: www.affable.ai

True Reach measurement using Affable’s Campaign Analytics

September 15, 2018 Posted by Artificial Intelligene, Influencer Marketing 0 thoughts on “True Reach measurement using Affable’s Campaign Analytics”

Affable aims to make your influencer marketing campaigns transparent and more effective. Once you have chosen the right influencers, Affable can go one step further and give you a custom report of how well your influencer campaign performed.

 

Affable’s report unpacks the campaign learning for you so that you can take advantage of any successes or avoid mistakes in future campaigns. Read more to find out the insights that a campaign report can give you:

 

#1 Overall Campaign Summary

The summary displays the sponsored influencer posts and a quick overview of the campaign performance in terms of total likes, comments and engagement rate of your entire campaign.

If you partnered with  10 influencers for your brand to work on a particular campaign, for example, the promotion of a new phone, this feature can give you analytics of how those 10 posts performed.

#2 Campaign Reach

Affable Report

Campaign reach refers to the total number of different people who engaged, at least once, with your post during a given period. Affable can display this information visually to show you the demographic breakdown of the audience reached.

#3 Engagement:

Engagement is the most important measure of a campaign for many according to a report published by Linqia. 81% of the respondents believe that engagement is the ultimate influencer marketing KPI and all others pale in comparison.

Engagement is the interaction your content gets and is a definite measure of success which Affable can track:

Likes — Likes are a basic and important way to measure content appreciation. They also help you quantify the buzz around your influencer content thus your brand too. Not sure if the post engagement is good? Compare with the other posts uploaded by the same influencer.

Comments — Depending on the number and nature of comments, you can tell whether or not your audience likes your content. Again, Affable can help you find effective was the influencer’s branded content compared to other organic content uploaded by the same influencer.

#4 Gender Distribution

If as a business, you have a product/service that appeals to both genders, demographics wouldn’t be the first KPI to keep in mind. But if you were looking to target one gender more or you were looking to promote a gendered product, knowing if your influencer has reached them is super important. Affable can accurately breakdown gender analysis of an influencer’s post and give you a % value.

#5 Location-specific metrics

If your business is set up in Singapore but your influencer’s post reached India to a large degree, you will not see much increase in sales/visibility to your actual target market. With Affable’s location distribution, you will be able to see which countries the post actually reached.  Knowing this, you can avoid working with influencers who may not have a strong presence in your market.

#6 Age-Distribution

A powerful insight you will not find on Instagram, Affable can also break down the age ranges of the audience who have interacted with a post. As to why you might want to know the ages of your audience, knowing this information can help you know how to speak to them, where to find them, and what they want from your brand and how those people talk. Based on the results, you can adapt your keywords and SEO strategies to reach your market better.

All of these features will help you use data to strengthen your influencer marketing strategy and be better than the competition. If your campaign is a success, our tools will help you know why which will help you for future campaigns. On the other hand, if you fall short of your KPIs, you’ll know instantly by how much and see where things went wrong.

With Affable, you will be able to track the content of each influencer you work when and their content. This will give you the clearest picture of whether an influencer was worth the marketing dollars.

Discover Influencer Trends in your region using Affable’s Content Discovery

September 11, 2018 Posted by Influencer Marketing 0 thoughts on “Discover Influencer Trends in your region using Affable’s Content Discovery”

Instagram for Business

Instagram is quickly becoming a great marketing tool due to its visual nature and high user engagement rate. As of December 2016, the average number of brand posts on Instagram was 27.9 posts per month.  And with 500 million people using it daily, Instagram is a platform that businesses should hop on quick! However with all this attention on Instagram for business, brands will have to work harder to even get noticed, let alone sustain engagement.

Why Content Discovery

First, let’s discuss content discovery platforms in general. When you are strategizing content to post to your Instagram, you can browse your organic feed and look for relevant content, but that may or may not give you anything unique or valuable for your brand. You can also run hashtag searches and hopefully find something amazing. There is also the route of following influencers to discover trends, read blogs and communities, Reddit, RSS feeds and so on. Most brands rely on spending a lot of time and manpower on such research.  

Affable’s new content discovery platform will do all of the research for you. You can use a selection of filters to judge and display content. These criteria may include things like

  • When was the image posted
  • Whether the post was sponsored or not
  • Interests
  • the hashtags used
  • The influencers’ handle
  • Affiliated brands
  • Country the image was posted in

When you run the search, the results are displayed on the basis of recency, the highest number of likes and comments. 

Why Use Affable’s Content Discovery 

Firstly this tool can help you identify engagement triggers on Instagram – search and social listening trends – to help strategize your brand message.

You can also use it to do competitive research really quickly and easily. For example, type in “#samsungsg” in the Hashtag search and plug in the dates you want to see their sponsored content for. Use the sorting tool to display the results in the order of the highest number of likes.

For example, if you want to see the most popular sponsored posts by Samsung Singapore, use the filters like this

 

There you go, now you can see with great ease what has been working for Samsung on the platform!

 

 

All in all, a content discovery app allows you to get a feed full of engaging content while saving yourself the time you would have otherwise spent to gather up that content and judge it on your own. 

We use advanced computer vision to find content for an Interest. When you search for ‘Baby’ under Interests, our algorithms scan all images uploaded by influencers to shortlist the pictures with Babies.

 

 

Give Affable’s content discovery a try here: https://app.affable.ai/#/pages/content-discovery

How Affable’s Brand Affinity Analytics Can Add To Your Strategy

August 20, 2018 Posted by Influencer Marketing 0 thoughts on “How Affable’s Brand Affinity Analytics Can Add To Your Strategy”

While evaluating influencers you want to work with, typically you would check the number of followers, their interests and engagement rate. We’ve explained before that knowing the location and demographics of the audience is also essential. But here’s another feature on Affable the influencer brand affinity that brands will find extremely useful.

Putting a face on products has always worked for a number of reasons-

  • People like to buy from people. Logos and design are important but word of mouth recommendations do a lot more for sales.
  • Ads are ubiquitous and amongst all the noise, a brand partner can reach the right people at lower cost.
  • Because you can’t be everywhere at once, Brand ambassadors can take over some of it to champion a brand they love at events and more.
  • Get all the insights you need about any social user to make sure you are focusing on the right people.

 

Feature: Brand Affinity

 

Once signed up with Affable, you can search for influencers through filters and visit their profile. Affable provides in-depth information you wouldn’t typically find on Instagram such as the demographics of the audience, engagement rate, % of suspicious followers, audience interests, and brand affinity among others. This feature shows the entire list of brands the influencer has worked, whether the post was sponsored or organic, when the image was posted and a link to those posts.

Here are some reasons why this feature is useful to you as a brand:

#Loyalty

 

Whether you’re a big brand like Victoria’s Secret or the millennial watch company-Daniel Wellington, the right brand ambassadors have added to the reputation and growth of the brand.

Although quite an old incident, this reflects why brands should be cautious in choosing an influencer. In 2001, Britney Spears was signed on to be Pepsi’s brand ambassador for a 2-year period, however soon after she was caught drinking Pepsi in public causing a major blow to the image of Pepsi. Quite simply, you wouldn’t want to work with an influencer who has an active partnership with your competing company or brand. Our brand affinity tool lists all the brands the influencer has worked with and can also detect if a post has been sponsored (green dollar sign). We can also tell when the image was posted which is very useful to determine if the partnership is recent.

#Competitor Analysis

 

Be thoughtful about which social channels and campaigns you devote your marketing budget to—and make sure that if your competitors are there, promoting hashtags and boosting posts, you’re there, too. With the Affinity tool, you can keep an eye on your competitors’ sponsored posts with influencers and see what has been working for them so you can make smarter decisions using that information.

#Organic Posts

 

Very often, influencers share their experiences, tag brands and products without being paid to do so on Instagram. Affable’s Brand Affinity tool can detect those posts for an influencer. So if an influencer has tagged your product before and has organically shared her thoughts, partnering up with them can be a good idea. Not only with their association with your product seem natural but will also be easier to convert them from a user to a superfan.

 

Why Buying Followers On Instagram Is A Bad Idea

July 5, 2018 Posted by Influencer Marketing 0 thoughts on “Why Buying Followers On Instagram Is A Bad Idea”

Buying followers to make yourself seem popular, whether you’re a brand or an influencer, is tempting and it’s not very expensive to do so too. According to 2016 data, buying 100 followers averages at $2.95 while getting more likes and comment ranges cost about 2.99 per day.

There has been a rise in Instagram bots ever since Instagram changed its algorithm to stop showing chronological posts on the ‘Discover’ feed; instead of ranking them by what its data said people wanted. Such a move resulted in steep engagement drops for millions of users.

Besides buying followers, you also make bots follow hundreds of accounts in minutes based on interest, location etc. The idea is that some of those people will follow you back.

Hold up though, we’re not trying to sell you here, in this post we’re going to give you solid reasons to resist temptation!

1. Buying Followers on Instagram Defeats The Purpose 

 

Can Instagram bots replace human interaction?

The point of social media is to interact, connect and share with other people, brands virtually. And since we don’t live in the world of ‘HER’ yet, having ‘fake’ followers will give you no genuine engagement.

This is particularly important for anybody who identifies as an influencer and brand who chooses to work with the former. If your followers aren’t interested in your likes, dislikes, and interests, then you aren’t influencing them in any way.

Similarly, if you have a business account on Instagram, you will have little use while buying followers who aren’t potential buyers of your product or service. At the very least, you want your followers to look at your posts, even if they don’t like or share them. Bought followers will never see anything you post.

2. You Might End up with Inappropriate Bot Comments on Posts

 

How bots generally work is that you connect your Instagram accounts to them, select the length of time for the bot to function and choose what you want it to do such as, like, comment, or follow. The user then selects generic comments for the bot to choose from, such as “Great post!” or “Amazing!” which is then spammed across many posts.

A problem might occur when the bot makes inappropriate comments on posts. For instance, you might make a post announcing a pet’s death. A fake follower’s “nice post” or “good one” comment doesn’t exactly look good to the other people perusing your account.

3. Instagram Often Purges Fake Followers

 

Instagram is aware of the bot situation and makes regular cleanups of fake accounts.  Since 2014, Instagram purged millions of fake followers from many accounts on Instagram with celebrities like Ariana Grande, Kim Kardashian, and Justin Bieber losing millions of followers in the process. Instagram recently shut down Instagress and PeerBoost, two automate behavior offering Instagram automation services. So buying followers will have no long-term value.

4. Messed up Instagram Feed

 

Since your bot will follow thousands of accounts a day some of whom may follow you back, you can end up with a very jumbled feed, burying relevant accounts in the process.

5. Influencers will find it difficult to cash in  

 

As we mentioned earlier, brands often engage with influencers through affiliate marketing, custom discount codes. Obviously, bots cannot spend any money on the products, rendering the campaign ineffective. With Affable, companies can also determine with great accuracy the % of suspicious followers thus putting your credibility at risk if you do purchase bots.

Buying Followers Instagram

Source: Insights From Affable’s Platform

It is a red flag if an account has 25,000 followers but only 100 likes on an average post which means the engagement rate is less than 1% engagement rate. It gives off a suspicion that most of the profile’s followers are spam accounts or bots. And if your engagement starts dropping due to fake followers, it will become less and less likely that your content gets surfaced in the feeds of your real followers.

We’re sure you’re convinced to stay on the right side of Instagram and win followers by great, engaging content! As for brands who are considering being more careful of which influencer to work with, check out affable.ai and bot-proof your campaign.

 

 

 

6 Types of Instagram Influencer Campaigns To Add To Your Strategy

July 4, 2018 Posted by In The News, Influencer Marketing 0 thoughts on “6 Types of Instagram Influencer Campaigns To Add To Your Strategy”

While we hear a lot of chatter about why influencer marketing is important in the digital marketing climate, it’s not often we talk about how to actually implement a strategy. We at Affable have simplified most Instagram influencer campaigns into 6 types.

1. Affiliate Marketing

 

Goal: To obtain sales

Now that we’ve agreed that influencer marketing for driving brand awareness, but it’s even better when it drives sales, too. Many brands share exclusive promo codes with their influencers to pass on to their fans.

Since Instagram does not allow links in posts, the brand usually create promo codes in the influencers name such as ‘KIM5’ or ‘Pew20’ which helps them track precisely how much sales have been created through such a program.

Example:

Source: https://shanebarker.com/blog/influencer-marketing-examples/

Founded just 7 years ago, Daniel Wellington has grown to a brand worth $220 million by banking heavily on influencer collaboration. They gifted each influencer a free watch and gave them discount coupons in their name to share with their followers.

2. Giveaways

 

Goal: Brand awareness and exposure

Any sort of contest where a prize can be won grabs attention and if parceled creatively enough, campaigns involving giveaways can help you achieve various kinds of goals. Typical examples of contests include

  • Like to Win 
  • Tag a Friend
  • Post a Picture (or Selfie) with a specific hashtag
  • Commenting on a post

Example: KeVita Giveaway With Influencers

 

KeVita, a probiotic beverage company, partnered with influencers to run a contest offering KeVita drinks and a $50 Amazon gift card. All the influencer had to do was post about Kevita and ask his/her followers to follow @kevitadrinks, comment on the photo with their favorite KeVita flavor and tag a friend.

Source: https://www.instagram.com/p/BNYHOR7g6_T/?hl=en

Contests that tend to drive the most awareness are ones that require users to tag a friend in the post’s comment section to enter.

3. Sponsored Blog Post

 

Goal: Reach target audience and familiarize your brand

This is one of the excessively used ideas, but very effective!  You can send your product or invite the influencer to experience your service to get an Instagram post/story which will reach their followers. Most influencers do expect remuneration for their service but some micro-influencers are happy to do so for free.

Source: https://www.instagram.com/p/BhBZDaNAg-8/?hl=en&taken-by=xiaxue

It’s imperative to disclose that the post is an advertisement by adding a hashtag #ad #sp #sponsored #partner to steer clear of legal trouble.

This kind of campaign will work well if

  • the influencer’s audience related to your brand
  • the influencer’s interests and posts align with your brand
  • the influencer’s feed is not over-filled with sponsored posts thus seeming inauthentic

 

4. Long-term Influencer Campaigns

 

Goal: Creating Brand Loyalty

Influencers are the new celebrities on social media and it would be good to treat their advertising roles as such. Just as you would sign a contract with LeBron James, influencers too should find themselves at the signing end for long-term associations.

Source: https://www.instagram.com/mokyingren/

Jamie Lieberman, founder of law firm Hashtag Legal stated that there has been an influx of contracts that want influencers for 6 months- 1 year for a brand spokespeople role; some with morality clauses that ensure influencers don’t do anything scandalous like YouTube’s Logan Paul.

5. Instagram Takeover

 

Goal: To increase engagement

As the name suggests, this involves taking over someone else’s Instagram account temporarily and sharing content with their audience. Instagram takeovers are a mutually beneficial way for brands and influencers to collaborate and cross-promote content. It gives your brand’s followers a break from your regular Instagram content and the influencer also exposure and a chance to do more advertising. To get the most out of such a campaign, choose an influencer who has a high rate of engagement with a significant following.

Source: https://www.instagram.com/p/BRJcyYhFDJo/

To promote the movie Beauty and the Beast, Disney got actor Luke Evans to take over its Instagram profile. Evans posted images throughout the day of his time at the film’s world premiere, sharing them with Disney’s massive Instagram following.

 

#5. Event Activation

 

Goal: PR, Product Launch

Firstly, when you want to leverage social media influencers to create a buzz around an event. Secondly, when you want to collaborate with a large number of influencers. Instead of reaching out to them individually, you can leverage an event. This also creates a long-term relationship with your influencers. They get a chance at a one-on-one interaction with you. So you should make it an experience they won’t forget easily.

While launching a new mascara in 2018, Benefit decided to create events at 3 major cities of London, Manchester, and Cardiff with social influencers to help build anticipation. Over 250 guests were invited including press and key influencers, to a space-themed event at the Cochrane Theatre in London. Due to their unique theme and reach of their influencers, they were able to achieve a total reach of 35million, 25 print articles and 15 digital pieces written.

Source: http://www.thepersuaders.co.uk/benefit-cosmetics-badgalbang-mascara-launch/

Here’s a fun infographic on the types of influencer campaigns for you to share:

Influencer Campaigns Type

Conclusion

When it comes to Influencer campaigns, there really can’t be a one-size-fits-all strategy. Neither should you depend on only one tactic if you want to stand out in your marketing.  Depending on the goal at the time of your campaign, you can use any of the above influencer campaigns and choose Affable to find the right influencer. Can you think of any other interesting influencer campaigns you’ve come across recently? Let us know in the comments below.

 

 

Is B2B Influencer Marketing A Good Idea?

July 2, 2018 Posted by Influencer Marketing 0 thoughts on “Is B2B Influencer Marketing A Good Idea?”

Like most people, we held an opinion that influencer marketing was better suited for B2C businesses and boy, were we wrong. As long as your product/service has customers and people who are super-fans of your brand then chances are you can include influencer marketing as part of your growth strategy for your B2B enterprise.

How B2B Is Different

Expertise of Influencers

 

Mostly B2B companies sell software or technology solutions which aren’t things that technology and business influencers can just take a picture to drive sales any time soon! It just doesn’t happen that way. What works for an influencer or a Key Opinion Leader (KOL) is their credibility and though not impossible, it is not easy to find influencers who have an extensive background in IT themselves. And no, it is not a great idea to hire someone known for fashion to do a campaign for your B2B product, it will ring unauthentic alienating your customers and his/her followers too. Most B2B influencers are Key Opinion Leaders, niche-topic experts, influential members of the community, industry-facilitated authorities, expert journalists, and consultants.

Interactions with Audience

 

Also, the buying funnel for B2B customers differs from B2C in the way that the former doesn’t typically get impressed by an Instagram post on saas, go to a corporate website and purchase the software. Although a post may bring brand awareness, they buying cycle starts by checking the authenticity of the product, reading reviews, making price comparisons and checking for features. As you can see, it isn’t an on-the-spot purchase as compared to buying a bag.

Longer Buying Cycle

 

B2B enterprises usually have long buying cycles of about 3- 6 months and it is said that customers would not prefer to not contact vendor until their two-thirds of the way through the decision-making process. This is where influencer marketing comes into play as research shows that influencer recommendations can accelerate the buying cycle.

Furthermore, while these short-term benchmarks can help measure the initial reception of the engagement, B2B sales strategies are typically built on longer-term relationships and sales cycles, and many of the most important KPIs will emerge months after the campaign has ended.

Research has foaund that 87% of B2B buyers give more credence to content created by influencers in their industry.

How To Do B2B Influencer Marketing Right

We’ve identified three broad ways of implementing an influencer program.

1) Short-term campaigns:

 

Ideal when launching a new product and increasing awareness about a product, this kind of program may require you to work with industry leaders or macro-influencers to drive your brand’s message to a larger market.

Consider American Express’ Love My Store campaign where they aimed to increase the placement of AmEx signage on storefront windows nationwide.  First, they partnered with Grace Bonney (known for her blog Design*Sponge) to create 6 beautiful storefront decals and that reflected the values of the store to potential customers while making it clear that AmEx card shoppers were accepted.

B2B Marketing

 Source: http://shortyawards.com/8th/love-my-store-campaign

At the same time, they also worked with HGTV’s Emily Henderson on a series of videos that taught store owners design tips, placement of AmEx signage and merchandising to attract customers.

 

American Express B2B

 Source: http://shortyawards.com/8th/love-my-store-campaign

2) Building Long-Term Customer Relations:

 

Perhaps you want to retain existing customers or rebrand your business to build long-term brand loyalty, this kind of campaign will depend on micro-influencers who have a high-engagement rate with their followers.  For example, an email marketing expert might discuss top trends for the coming year, best practices and so on. Once signed up with an Email Marketing platform, he/she might start talking about how the partner firm can make the process easier.

Source: https://sumo.com/stories/hubspot-marketing

HubSpot is great at this kind of marketing as it invests heavily in updating their blogs with content from micro-influencers who have digital marketing and sales backgrounds. Not only does HubSpot benefit from fresh perspectives on their website but also its partners also gain from Hubspot’s exposure.

3) Gaining Leads

 

This kind of campaign gets straight to the point and allows you to access the influencer’s audience for leads. Creating a custom discount code for every influencer you work with allows you to drive sales rather than just gain awareness. Plus having an ‘exclusive’ discount code for an influencer will spark more interest by giving the audience a feeling of being special.

Adding an influencer marketing program can measurable results as we’ve said before, but planning and launching one takes a lot of manual effort.  Affable has helped multiple B2B’s launch impactful influencer programs and help them new audiences and leads from the right Instagram influencers. So if you’re thinking of setting up something similar for your business, try Affable.ai today and catch the influencer marketing wave before its too late.

 

Nike Takes Top Spot In Cannes New Social & Influencer Category

June 27, 2018 Posted by In The News, Influencer Marketing 0 thoughts on “Nike Takes Top Spot In Cannes New Social & Influencer Category”

For about 70 years, the Cannes Lions festival laid out a red carpet for medias A-listers-  Facebook COO Sheryl Sandberg,  HBO CEO Richard Plepler to celebrities like Gwyneth Paltrow, Helen Mirren among others. This year, however,  Cannes has witnessed a slow of social media personalities invited on the grounds of their huge Instagram or YouTube followings. In another unexpected step, the annual event has added a new social and influencer category to the mix.

Considered the ultimate award for organizations working in the advertising and media world, Cannes Lions has attracted criticism from many traditionalists who believe that influencers cannot be recognized at par with traditional creativity, calling the phenomenon the ‘wild west’ of advertising.  A similar criticism was put forth when the Council of Fashion Designers of American created an Influencer Award to honor Kim Kardashian

This addition was a part of a larger restructuring of the awards with the addition of the Brand Experience and Activation, Creative E-Commerce and Social and Influencer Lions categories, intended to “put creative content back at the heart of Cannes Lions” said Ascential Events CEO Phillip Thomas.

It was Nike’s “Nothing Like a Londoner” campaign that put a spotlight on London’s sports influencers- school kids, amateurs and professionals-making them shine against the gritty and unwieldy backdrop of their hometown which took home the inaugural prize. Created by Wieden & Kennedy, this campaign went viral mostly because of how personal the influencer’s stories felt- they griped about how tough it is to train, but did it anyway. Each is one-upped by the next, boasting about their more trying circumstances as the scenes get crazier and more fast-paced. Apart from the video, the campaign was boosted on social media by the cast posting their individual scenes and linking to the next “competitor” on Instagram.

Source: https://www.econsultancy.com/blog/69814-why-nike-s-nothing-beats-a-londoner-ad-campaign-is-so-powerful

Nike created individual pieces of content that threaded together naturally into a larger piece. Dropping limited edition merchandise, and connecting with celebrities in a minor way, the campaign leveraged personal connections to London’s sports and social media scenes. Unfortunately, the three-minute long video was taken off Youtube due to legal trouble regarding the use of “LDNR.” D’Arcy noted that the jury was instructed by the festival to disregard that fact when it came to evaluating the entire list of entries.

The addition of the category is a nod to how social media has influenced a shift in the advertising world and by recognizing this Cannes will encourage many more brands to include influencer marketing into their marketing mix.

As Scott Cook, the director of eBay and Procter and Gamble, states “a brand is no longer what we tell the consumer it is, it is what consumers tell each other it is.” And since consumers are thronging on social channels where influencers lead marketing efforts, influencer marketing is here to stay.

 

 

Scoot Emerges The Winner in The Daryl Yow Controversy!

June 21, 2018 Posted by In The News 0 thoughts on “Scoot Emerges The Winner in The Daryl Yow Controversy!”

One influencers’ scandal is another brand’s campaign! Scoot has jumped into the Daryl Yow plagiarism controversy brewing in Singapore by indirectly referring to Yow in a post on Instagram.

To give you some context, Daryl Yow is a popular Singapore-based photography influencer (104k followers) who has collaborated with top brands like Sony, Oppo, and UNIQLO, among many others. He came under fire from his followers and other influencers after Mothership.SG found several photos in Yow’s Instagram feed that look uncannily similar to stock photos or other photographers work.

Below are images under question from Daryl Yow profile:

 

 

 

Scoot reused a ‘plagiarised’ image from Yow’s profile of Mykonos, Greece and then superimposed a cut-out silhouette with a caption “insert self here (for real)”.  In the guise of poking fun at the influencer, Scoot managed to promote the Athens 1st anniversary (and Berlin inaugural launch) ticket sale which their audience loved as this post has 5.1k likes, 2988 shares, and 837 comments till date.

And that’s not all, the internet being the internet has adopted a #darylaidenchallenge (about 275 posts already) where they photoshopped themselves into stock or plagiarised images.

 

This whole saga has become a good lesson for brands and influencers alike. The audience appreciates story-telling in marketing especially for a young, peppy, travel-centric brand and people respond to brands sharing a laugh with them. Also, brands should actively engage with each other on social media and take risks even if they may seem bold- as they say any PR is good PR!

As for influencers, it’s important to remember that repurposing content and plagiarizing them are quite different and one of them will tarnish your reputation and ring alarm bells for your customers. Repurposing can involve building on existing content and changing their purpose and usage while creating something distinct from the original. And even then giving credit where it is due is a best practice.

Sony Singapore, one of the brands Daryl has worked with, has responded to the controversy stating: “We are surprised and disappointed with what has been reported and are currently looking into this matter. Sony strongly encourages the art of creativity, however, we do not condone any action such as plagiarism and take a serious stance on it.”

As for Daryl Yow, he has since posted an apology on an Instagram post saying that the outrage against him was “justified”, and that he accepted “full responsibility” for his actions.

“I was wrong to have claimed that stock images and other people’s work were my own,” said Mr Yow. “I was also wrong to have used false captions that misled my followers and those who viewed my images.”

“Having marketed myself as a photographer, I fell far short of what was expected of me and disappointed those who believed – or wanted to believe – in me. For all of that, I apologize.”

Sign up with Affable today to supercharge your influencer marketing by bringing your search, due diligence, and analytics tools in one place.

8 Factors That Will Help You Choose An Influencer For Your Campaign

June 19, 2018 Posted by Influencer Marketing 0 thoughts on “8 Factors That Will Help You Choose An Influencer For Your Campaign”

While we have expressed the effectiveness of influencer marketing in our past posts, finding the right influencer is still an important factor in the success of your campaign.

Instead of basing your decision on vanity metrics like the number of followers, keep the below 8 factors in mind to get the most out of your marketing budget.

1) Relevance 

 

Relevance is defined as how closely an influencer’s post matches your brand’s targeted keywords. Since the best partnerships work when both parties are able to gain value, it’s important to find influencers who are interested or are advocates of your brand.

For example, although a celebrity will have more followers than a local golfer, if your brand deals with golf products then the latter is the better choice for your campaign.

2)  Audience Demographics

 

An Instagram profile with millions of followers may seem like a quick way to increase your brands reach but these numbers will not be helpful if the influencer’s audience is outside your target demographic.

It’s a common mistake to believe that most of an influencers followers are similar to him/her so even if they align with your brand, it’s not always true that his/her audience does too.

For the best results, start with creating customer personas for your brand— what age groups, location, and interests make up your biggest customer segments? Then look for influencers who have an audience that falls within those specific targets. Since it is not possible to conduct a reverse search on Instagram, we added the audience filter feature on affable.ai to help marketers target the exact audience they want.   

influencer

 

3) Sentiment

 

While this kind of marketing provides many benefits whether its increasing brand awareness and driving sales, it can also have a negative effect if an influencer falls out of favor with his/her following, damaging brand image consequently.

For example, Logan Paul had a considerable following of 10.5 million followers on Instagram which led to successful partnerships with huge brands like Nike, Walmart, Pepsi, Verizon, and HBO. However after Paul’s disturbing vlog filmed in Japan’s Aokigahara or “the suicide forest’, several brands backed away from the rising Instagram star, according to marketers and analytics companies.

4) Activity

 

While there is no magic number of how much an influencer should post, being connected with their audience in a sustained way decides how much of an influence they hold. Besides being active on Instagram helps them build authority over a niche or interest, create connections to promote their content, learn about trends, and interact with their fans.

61% admit to unfollowing an influencer who worked with “inappropriate” brands or who “endorsed too many products.”

influencer cartoon

Excessive promotion of any brand or product also is no good as it feels like spam and consequently less credible. It gives off a sentiment that an influencer is simply doing it for the money and not because of belief in that brand’s products.

5) Geographic Location

 

If you deal with a product or service that is impacted by location– for example, if you are a Singapore-based bakery– it is critical to limit your marketing to the island country because that is where most of your potential customers live.

A manual way to figure out where an influencer is based is to check their profile bio to see if any location is mentioned or to check the Geotag on their images. Not the most efficient way to do things if you’re considering working with many influencers.

6) Engagement

 

Engagement is a crucial metric marketers use to make a decision, is a measure of how relevant and popular an influencer. Analysing an influencer’s engagement rate can give you an estimate of how many people usually interact with his/his posts and can help you estimate the return on investment (R.O.I) on your campaign.

For example, An influencer with 100,000 followers may charge you USD$1,000 per post and has an engagement rate of 1.5%. This means you will receive approximately 1500 interactions per post at a cost of $0.67 per engagement.

Whereas, an influencer with only 50,000 followers may charge you USD$500 per post and has a high engagement at 10%. This means you should expect to receive approximately 5000 interactions at an average cost of only $0.1 per engagement.

(where total engagement is a number of likes and comments.)

It is almost impossible to calculate manually and if you are comparing several influencers it can be very time-consuming, which is where Affable comes to the rescue by providing not only the engagement metric of the influencer but also how it fares with similar influencers on Instagram.

7) Authenticity:

 

We’ve seen that the more trustworthy your influencer seems, the higher is their engagement rate. And among the host of influencers on Instagram, micro-influencers have been proved to have better engagement rates as they are more in-tune with their audience, create more trusted content among other factors. Essentially, you want the influencer to share personal and authentic posts which are creative but also a part of the brands’ storytelling.

It also goes without saying that you would definitely not want to work with influencers who purchase a large number of ‘fake’ followers. Affable’s engagement data also relays with amazing accuracy the % of suspicious following a particular influencer may have.

8) Influencer & Brand Alignment:

 

Since authenticity and creativity is a valued factor in advertising successful campaigns, it would be self-defeating for an influencer to not have a personal style or interests and to simply adapt to any and every product.  

For example, although David Beckham is a strong brand ambassador to many brands, his campaign for AIA’s life insurance failed to generate interest in the product itself according to a CSG report. Many of the surveyed were of the opinion that there wasn’t a strong and authentic connection between Beckham and the financial product.  

Once you’ve short-listed a number of influencers who check all the above boxes, you should then contact these influencers, negotiate a price and be on your way to a successful campaign.