Social Media and Influencer Marketing

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"Instagram is fashion...you still can't download a dress, but Instagram has rewired the industry, replacing print magazines as the primary way in which people discover fashion. It's the foundation on which the industry has built everything; from new labels to an influencer economy worth $1.6 billion in 2018. (Mediakix, 2018 via BOF)

Social Media & Gen Z...
-Part of the 'Gen Z' team if you're 24 and under
-Will make up 40% of the population by 2020
-Indirect buying power of over 1 Trillion Dollars in the US alone 
-Brands are competing for our attention 
-Digital natives; connecting and consuming 
-More aware, conscious and critical than ever 
-Access Instagram an average of 16 times a day
(SMW London, 2018 and YouGov Report, 2018)

Globally...
-There are 40.7 million social media users in the UK aged 18 and over- equalling 80% of the total adult population 
-Over 1 billion daily instagram users internationally 
(SMW London, 2018 and YouGov Report, 2018)

In the UK...
-More than one in five (22%) Brits use Instagram daily 
-13% more likely to be a student 
-48% of people say they use the Instagram app more now than a year ago
-Buying decisions of Gen Z are influenced by Instagram (48%) and YouTube (50%)
(SMW London, 2018 and YouGov Report, 2018)

Overall...
-People love social media, or have a love-hate relationship with it
-Social media shapes the lives of Gen Z in a digital age, being instantly accessible, at any time 
-It's become essential to our daily lives
-It's allowed us to make better connections and collaborations 
-It allows for better buying decisions 
-It allows for inspiration 

But it also allows for...
-A smarter audience, seeing what is 'real' and 'isn't real'
-A more critical outlook, and opens doors for 'toxic' self-comparisons 
-Us to live in the 'digital world' opposed to the 'real world'
-The fear of missing out and staying 'connected' 


Advertising and Social Media

Brands are...
-Trying to create appropriate, authentic content which connects with the hearts and minds of their target consumers
-Compete against each other in a growing and crowded market 
-Becoming aware of their consumers needs and desires; diversity, representation, empowerment, purpose 

Brands use Social Media to...
-Establish a Social Media presence across major platforms, including Facebook, YouTube and Twitter
-Create shareable content/campaigns/competitions 
-Gathering feedback/insights
-Create a 'loyal' customer base to improve brand credibility 
-Directly sell products 
-Use 'Influencer Marketing'
-Share 'news'

It's important to listen to your consumer when building relevant social content... especially for Gen Z... in order to build successful, and relevant brand. 
-What brands are doing wrong on social media?
-How do you want brands to behave in the future?
-How can brands connect with Gen Z?

Why use Instagram for Brand Advertising?
-Visual content is 40x more likely to get shared on social media than other types of content 
-Video content is 8x more likely to be engaged with than photo based content 
-Top brands are seeing a per-follower engagement rate of 4.21%, which is 58 times higher than on Facebook, and 120 times higher than on Twitter 
(SMW London, 2018 and YouGov Report, 2018)
-90% of Instagram users are younger than 35
-32% of teenagers consider Instagram to be the most important social media network 
-Female internet users are more likely to use Instagram than men, at 38% vs. 26%
-Posts tagged with another user (56%), or location (79%) have significantly higher engagement rates 
(SMW London, 2018 and YouGov, 2018)
-Instant access to 'Insights' monitoring engagement and reception, and can be monitored, tweaked and/or changed to alter performance 

Pros
-Easily target a larger/international audience 
-Easy to measure interaction and engagement 
-Consumers choose how they want to receive their marketed content 
-Good for brand development 
-Benefits its 'collaborators/influencers' 
-Can be cost effective with a better ROI (Return on Investment)

Cons
-Crowded platforms/industry 


Influencer Marketing

How the Role of Influencers are changing...
-Influencer marketing is no longer 'new' 
-Tiers of Influencers continue to evolve and change 
-Influencers are also 'content creators'
-Influence is a strategy, not a tactic 
-Brands increase investment 
-Increasing eye on guidelines, disclosure and legalities 
-The viewer/consumer is becoming more 'savvy' and 'aware' 



Influencer Marketing...
Focuses on targeting key industry leaders to drive brand message and awareness to a specific market of consumers vis Social Media platforms.

IM represents a unique opportunity for advertisers to instruct, inspire and intrigue potential buyers regarding their products and the benefits those products deliver through key 'content creators'. 

Influencer Tiers... 
Different 'levels' of influencers have different levels of reach and respectively, different audiences.
In fashion circles, all different levels will be used in different ways, by different brands, depending on needs and budget, for example. 


Influencer Marketing and Fashion...
-Sponsored content (Posts, Stories, Videos, IG TV, YouTube Videos)
-Brand collaborations 
-Brand led events and trips
Reviews and blog posts (also boosts brand SEO)
-'Brand Ambassadorships'
-'Gifted' content (Posts, Stories, Videos, Blog Posts)
-In-store events/meet and greets 

Why Brands choose Influencer Marketing...
-70% of millennials are influenced by their peers in buying decisions 
-30% of consumers are likely to buy a product recommended by a non-celebrity influencer 
-39% of marketers were planning on increasing their Influencer Marketing budgets in 2018
-70% of teenage YouTube subscribers said they relate more to content creators than celebrities 
-81% of consumers frequently purchase items they've seen on social media 








Influencer Marketing in 2018

 Earned media refers to social media exposure gained through word-of-mouth, recommendations, or conversations about the brand. This form of media includes user-generated content, reviews, brand mentions, or any other form of content that is shared by social media users in relation to a brand.

How Brands Measure Sales from Influencer Marketing...
-Affilate Links 
-Promo Codes
-Measurable Insights- Impressions and Engagement 
-Google Analytics/SEO (Search Engine Optimisation-Search Terms)
-Website/Blog 'Clicks' 
-Measures Sales (Brand/Specific Products)/Sign-Ups
-Increase of Follows
-Reposted Content 

Brands expect an increase in sales and increased impressions and/or engagement in return for Influencer Marketing. 

The importance of Insights 
-Shows how well a page is performing- follows/views
-Shows engagement- likes/follows/views/saved or shared posts in relation to a specific piece of content 
-Website click-through
-Email click-through 
-Makes comparisons between posts/influencers/pages visible 
-Tracks page growth 
-Gives information on best performing times of day for content to be shared, viewed and engaged with 


Brand Considerations for Influencer Partnerships

What Brands Look at in Influencers...
-Demographics of their Audience 
-Engagement and Impressions of their content 
-Aesthetic and Narrative of their posts/videos 
-Sell-through of Products and/or Services
-Platforms of Use 
-Scale and Location (Local, National, International)
-Ethics and Beliefs 

It's important to pair the right influencer, with the right brand and the right product, which in return is right for the target audience. 































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