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DIGIDAY | WTF is influencer marketing
Table of contents
03
08 Regulations
04
09
05 Spend
07
The future
11 Glossary
Macro vs micro
What is influencer
marketing?
Influencer marketing isnt new. Long before the industry
connecting brands with the the talent they need to get the
word out. But who should brands hire? Where should they
Early digital
influencers
Influencer marketing in its current digital form took hold in
Spend
Social influencers can command massive fees, grabbing up
content creators work and audience, rather than just the size
for a custom video. Prices are also based on the size of the
individual creators audience and the depth of their reach.
According to research conducted by Augure, more money
is set to flow into the influencer space. The study found that
Further Reading
Capitalizing on Digital Influencer in Retail - Deloitte
Performance pricing fails to catch on in influencer marketing
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#influencermarketing
Macro vs micro
Engagement by audience
8+1004+100+3100
8%
engagement
01,000 followers
4%
engagement
1,00010,000 followers
2.4%
engagement
10,000100,000 followers
Source: Markerly
comes to influencers.
Regulations
Like any product endorsement, influencer campaigns are
Food giant Mondelez learned that lesson the hard way when
The future
Roughly 67 percent of marketers report that they are
good for them and which ones can hurt their brands. We
Platforms
A recurring claim raised against influencers, one noted in
that same anonymous Digiday report, is that despite their
visibility, they can be hard to find. Brands are forced to rely
on the instincts of young social teamsone exec noted that
decisions often hinge on the opinion of C-suite executives
getting into the game. Big name talent agencies like Creative
Not just sponsorships and branded work but also in TV, film,
and publishing.
Programmatic
Like almost every facet of digital marketing, influencers are
going programmatic. As advertisers look to bring scale
to influencer campaigns, a new breed of programmatic
platform has emerged to allow the buying of segmented
67%
61%
59%
10
Glossary
Brand ambassador An influential person hired to
represent a brand for the long haul. Rather than jump in for a
long term.
micro-influencer counterparts.
this category.
interests.
11