Should You Use Snapchat’s Advertising Capabilities – Or Use Influencer Marketing to Create Unforgettable Brand Experiences?

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Snapchat is one of the hottest and fastest growing social video platforms for brands today. In January, the company added its Discover feature set which was designed to give brands the chance to connect with consumers. With a young and active audience of users in the 13 – 34 category, Snapchat is a natural fit for companies seeking to develop traction with these groups. Other advertising opportunities have emerged recently on the platform. In fact, VentureBeat Insight estimates that the mobile video advertising space is currently worth around $51 billion per year and poised to rise to $105 billion by 2019. But brands that are developing social video strategies and micro video strategies need to ask: is advertising the best way to build their brand’s presence on social networks?

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Why Cost Per Engagement Is the Future of Influencer Marketing Pricing

influencer marketing engagement pricing structure

Brands were once wary of digital marketing campaigns because they felt that it was difficult to track return on investment (ROI). In reality, as data platforms have evolved, online advertising and other digital marketing strategies have become among the easiest to quantify the results for dollars spent. One of the core metrics that has evolved is CPM or cost per mille. The idea is that advertisers are charged based on how many impressions their ads generate. Let’s take a closer look at why the market is shifting in favor of engagement based pricing, and is the future of influencer marketing campaigns.

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Dr. Pepper Goes Omnichannel: Influencer Marketing on Vine, Instagram, Periscope, and More

Influencer marketing post for the Dr. Pepper campaign

Image source: Instagram

If you’ve ever wondered whether it’s possible to launch a major cross-platform initiative, a new influencer marketing campaign is showing how it can be done. Dr. Pepper teamed up with the Spike network’s “Lip Sync Battle” to produce a multi-platform campaign anchored around an event held on June 23rd that integrated live events, social video, influencer marketing, and user generated content. Let’s break down the campaign and explore what brands can learn from this case study when they’re interested in launching their own omnichannel initiatives.

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Empowering Your Influencers to Create Amazing Brand Experiences

influencers create brand experiences

Influencer marketing could be described as content co-creation. Brands are able to establish their goals and objectives. Content creators are able to put their own personal spins on that message. Audiences are exposed to new brands, ideas, and points of inspiration. Ideally, it’s an ecosystem of content co-creation and collaboration where everyone wins. But what do brands need to do in order to empower their influencers to create amazing brand experiences?

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How Expanded Distribution Can Give Rocket Fuel to Your Influencer Marketing Campaign

expanded distribution

Expanded mobile and desktop distribution can serve as the catalyst that gives rocket fuel to an influencer marketing campaign. The extra push of showing video content on websites can expand both the reach and engagement a campaign generates. But coming up with a distribution plan isn’t the first thing that companies think about when they approach an influencer marketing campaign. It’s easy to get caught up in the process of defining your goals, selecting influencers, and crafting content. Each of these steps are critical– but determining how you’ll maximize the impact of a campaign by supporting it with expanded mobile and desktop distribution is an essential part of the planning process. Here’s a closer look at the key takeaways for brands thinking about making the most of their next campaign by leveraging expanded distribution capabilities.

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Why Cross-Channel Marketing Is So Important for Influencer Campaigns

influencer campaigns

For many brands that are considering launching their first social video influencer campaign, it’s easy to think in terms of reach or content generation on one specific network. Whether you want to support the launch of a product and target Centennials on Snapchat or build your overall brand assets on Instagram, an influencer marketing campaign can help you achieve that goal. But as the social video and social media context continues to evolve, it’s important to see that the boundaries are breaking down between networks. Each social platform or video site remains its own ecosystem – but there is also a powerful cross-channel influence at play that’s important to understand. Here’s a closer look at what you need to know about this growing phenomena and how brands can leverage it to their advantage.

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3 Examples of Great B2B Vine Campaigns & How Influencer Marketing Can Help

B2B Vine campaigns

Most users think of Vine as primarily a consumer-focused platform. It’s a natural fit for B2C brands selling products or looking for a way to share fun bits of content. But there are brands in the B2B space that are doing innovative Vine campaigns, increasing brand awareness with their target demographic, and selling products and services to enterprise buyers. If you’re a business-to-business marketer, can six second videos play a useful role in your media mix? We’ve already taken a look at fun examples like General Electric’s #6SecondScience campaign. Here are three B2B Vine campaigns that are worth learning more about and some strategies for getting traction on Vine for your business-focused brand.

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What KPIs Really Matter for Influencer Marketing Campaigns on Vine, Snapchat, and Instagram?

KPIs for Influencer Marketing

Every campaign is different – but one of the most important aspects of a successful influencer marketing campaign is determining which Key Performance Indicators (KPIs) you’re going to measure. KPIs help focus your campaign goals, develop actionable content creation guidelines for your influencers, and retroactively measure the success of your campaigns. Examples of viable KPIs include click-through rates, engagement metrics, purchases, new follows, and more. While this discussion isn’t comprehensive and different KPIs make sense for individual campaigns, understanding the types of metrics that matter can help frame both campaign development and performance analysis. Here’s a closer look at evaluating KPIs, with quick hit recommendations by social video network.

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The Psychology of How Buyers Buy and Influencer Marketing

influencer marketing psychology

In the book I’ll Have What She’s Having, the author identifies a fundamental truth of the human experience: things become exponentially more interesting when other people have them, want them, and use them.

How many people have made the offhanded joke that they’ve gotten more invitations to go out on dates than ever before once they enter a serious relationship? How many people who never dreamed of owning a car buy one once all their friends do? How often do people upgrade their technology once they see their colleagues enjoying the features of the latest iPhone? On a deep level, influence is tied to the opinions and actions of those around us.

With the growth of social media and social video channels and platforms, consumers have established “relationships” with people they’ve never met but whose opinions they come to value highly.

Finding ways to capitalize on that innate human desire has long been a focus of marketing. Influencer marketing is the natural evolution of the latest trends in online marketing. For years, sellers have been looking for new ways to push on levers in the selling ecosystem in a natural way. In a sense, how can we sell without selling? Influencer marketing offers brands the chance to promote products, spread messaging, and generally connect with consumers when their guard is down and they’re not ready to reject everything they’re seeing as “just advertising.”

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What Makes a Sticky Social Video for an Influencer Campaign?

influencer campaign

“Sticky” is one of those persistent marketing terms that describes something really important for brands considering video campaigns. It highlights those golden moments when marketing efforts are successful, catch on, and move their audiences toward action. Understanding what makes micro-video campaigns successful can drive not only a brand’s own content efforts, but how you conceptualize your influencer marketing campaigns. Here’s a closer look at a wide range of samples of “sticky” social video content on different networks and what you can learn as you think about your next influencer marketing campaign.

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