Your Weekly Influencer Marketing Update đ
08.11.2021
âïž Welcome to your weekly #influencermarketingupdate âïž
đ± // THE BEST INFLUENCER STRATEGY IS BUILDING COMMUNITY
Whatâs it about?
Highsnobiety interviewed the person behind Chinese fashion brand called RUI does not pay or gift its creators, and instead focuses on community building.
Headline Quote
âSo I want to run our social media more as a form of community. For example, we use WeChat to take orders directly from engaged clients. And because WeChat is a messaging app where we have to add each other as contacts, itâs more intimate and exclusive. This one-to-one communication approach has helped build our community. When we post, itâs more than just an announcement, it also makes you feel like a Rui fan.â
Our Take
While I donât think Iâll ever support the concept of not paying influencers for the work that they do - nor do I think this article is truly about paying/not paying - or even about the basics of influencer marketing, I do however think that this article highlights something incredibly important - and often omitted when discussing the topic of influencer marketing.
Community management is an incredibly important part of any well-oiled influencer marketing strategy. For many consumers, this is the most straightforward and direct way to communicate with those behind the brand, and therefore the most direct link / opportunity for brands to build brand advocacy, UGC, and word-of-mouth.
đ” // IT DOESNâT TAKE MILLIONS: ACTIVATING INFLUENCER MARKETING BY SOCIAL CHANNEL
Whatâs it about?
A company called Netbase Quid recently ran a webinar discussing the different ways that influencers are utilised on different platforms, and what their use-cases are
Headline Quote
According to a recent AdWeek study, the average ROI of influencer marketing is 550% â but as a Forbes study found, identifying the right influencers is still the biggest struggle for 73% of marketers. But actually, as Baglietto points out, multiple influencers (from macro to micro, brand ambassadors, influential characters/personas and celebrities) are needed to reach different audience segments.
Our Take
Although a sponsored post on the Drum - this article + subsequent webinar are worth paying some attention to. There are a few important things to note / repeat:
1) Activating on a multi-tier level is crucial when it comes to to reaching different audience segments and minimising saturation + overlapping
2) Your strategy should be directly linked to your platform choice
3) Align your goals and measurement directly to your strategy
đ  This weekâs must-reads
// WILL A TRADE BODY TAME THE âWILD WESTâ OF INFLUENCER MARKETING?
It's not to elbow out other people," Guthrie said. "It's to help demonstrate some depth of subject matter expertise within influencer marketing to help the likes of ISBA or whoever it is that looks after advertisers and then needs an influencer and trade body that looks after agencies and platforms.
// AGENCIES REVEAL HOW MUCH IT COSTS TO RUN AN INFLUENCER MARKETING CAMPAIGN TODAY
So, to find out what influencer campaigns might actually cost a marketer in pounds, pennies and dollars, we asked a bunch of influencer marketing agencies to tell us about the prices. While plenty declined to discuss numbers on the record, five agencies â The Goat Agency, Digital Voices, Komodo, Disrupt and Tailify â were willing to share.
// UNTAPPED, UNSIGNED AND FREQUENTLY UNHINGED: A DEEP DIVE INTO TV TIKTOK
Thatâs only the beginning of this sweet symbiosis however, because TikTok also provides a glimpse into TVâs future. The outrageously talented Munya Chawawa has finally reached Channel 4, as co-host of Complaints Welcome, but his viral music parodies have long-threatened to spill out of the small(er) screen and into the mainstream.