Brand and influence marketing

INFLUENCER MUSES.

BRANDS AND INFLUENCE

MARKETING IN THE SOCIAL

NETWORK COMMUNITIES.

The site Forbes establishes the ranking at the beginning of this year, the largest income of influencers on the platform of one billion active users. Thus, only after 4 years of existence TikTok consecrates the muses of the brands. At the top of the list is Charli D’Amelio, 17 years old, 133 million subscribers, with 17.5 million dollars. Then come her sister Dixie D’Amelio, 57 million subscribers with 10 million dollars, Addison Rae, 86 million subscribers with 8.5 million dollars.

And finally, Bella Poarch and Josh Richard with 5 million dollars without forgetting Kris Collins and Avani Gregg with 4.75 million dollars etc. Moreover, Le Figaro specifies that the best paid TikTokeurs in the world pocket between 100.000 and 250.000 dollars for a video of a few seconds.

What is an influencer ?

An influencer is a person who has the resources, charm and ability to influence the buying decisions of others because of his authority. And to communicate with his community, he posts videos and photos on Instagram, TikTok, YouTube, Twitch, Facebook… In fact, he is a social media celebrity. And his community recognizes his sincerity. They trust him. Moreover, the quality of their interactions and the number of subscribers in the end, justify the success of the influencer. Today, influencers play an important role in the communication of brands and their community is aware of this in all transparency.

Influencer muses, influencer marketing and Instagram.

68% of marketing experts run their influencer campaigns on Instagram. Because on the one hand, this social network drains more than 2 billion active users per month. And on the other hand, these marketers find their target markets on the platform. So they can make visible and continue marketing their products and services on this channel.

Videos are the most engaging type of content.

According to the study, 56% of industry experts consider YouTube videos the most important type of content for influencer marketing. Influencer marketing on YouTube can bring impressive results if done right. Working with creators can help brands and businesses reach a large audience : 26,400 YouTube influencers have more than 1 million subscribers, HypeAuditor notes.

The activity of content creators.

Because YouTube has 2 billion active users per month. And each Internet user spends an average of 11 minutes and 24 seconds on the channel every day. In addition, it is a visual medium that is highly engaging. In the United States of America, the creators of influencers generally develop content around music and dance, 18.36%, video games, 11.99% and animation, 10.68%.

Influencer muses, brand communication on social networks.

This is no surprise. Influencer marketing on Instagram removes the barriers of traditional advertising because customers get to know your brand from an account they trust. And it happens on an authentic platform they use every day. When a creator recommends a product or service, it shows up as a recommendation, and that’s a great benefit for brands, HypeAuditor analyzes.

What is an enthusiast ?

A passionate person is at first sight a person animated and filled with passion for such or such thing. It is in fact a person who has a very strong taste for something. And so extreme is his taste and so keen his inclination that this person overflows with energy and enthusiasm when he shows his passion. As long as he is extroverted, this person does not hesitate to share and communicate this love around him. In colloquial language, this person is usually described as crazy, or even mad.

The appearance of influencers on the web.

Thanks to their practice of social networks or their blog, some web actors end up hooking Internet users that they convert into subscribers by the quality and/or quantity of their publications. These actors really stand out from the crowd because their particularities and intrinsic attraction capacities are the pillars of their popularity. They manage to create around them communities of interest and sometimes communities of relationship that are well welded and coherent.

On the other hand, some people obtain the status of influencer following their participation in a reality show. So in this case, it’s mainly their personality traits that attract short-term collaborations with brands. It’s up to these stars to formalize this new status and make it a permanent one.

How to become an influencer ?

The influencer is therefore this person who shares his passion for cooking, games, fashion, books, politics, economy etc. on social networks. The more people like his content, the more people consult and share it. This way, the community of fans grows. And obviously, if this person is free of any cybercensorship or bad buzz, brands will be there. Because the purpose of the brand is to capitalize on this relationship of trust between the enthusiast and his community. Insofar as to continue to exist on social networks, it is better to influence with sincerity. Since Internet users keep on the other side of the screen their critical mind and their freedom to click and buzz.

Influencer muses, direct contributions to a brand.

Influencers ostensibly improve brand awareness on social networks. In general, they have an active and highly developed audience on these channels. Thus, they can effectively relay and catalyze the virality of brands’ messages. In any case, the influencer interacts with his community on a daily basis. And this availability is also part of the codes of their operating identity. Clearly, influencer marketing is a partnership that impacts and increases brand sales via social media. Because prospects identify with influencers and trust them. Even more so, this emotional proximity favors the transition to purchase.

Influencer muses.

Nano-influencers are more numerous on both Instagram and TikTok. And the usage of social networks is increasing day by day since 2019. Especially with the closure of physical retailers, the influencer market will grow from $13.8 billion in 2021 to $22.2 billion by 2025 according to a study by State of Influencer Marketing. On the other hand, this progression is explained by the growth of social commerce. But also the advertising budgets of brands are now redistributed between television, offline and digital. Or the increase in the use of ad-blocks encourages investments in social network influencers.

Influencer typology.

There is no official typology of influencers. Thus we distinguish in this case :

• Nano influencers. They have between 1,000 and 5,000 subscribers. They get the highest engagement rate, 4.6% in 2021. Moreover, they develop and benefit from a strong affinity with their subscribers.
• Micro-influencers have a community of 5,000 to 20,000 followers. Their engagement rate is 2%. And despite the growing number of subscribers, they take the time to respond to various requests and remain close to their community.
• Macro-influencers gather a community of 20,000 to 100,000 subscribers and obtain an engagement rate of 1.5%.
• With mega-influencers, the community varies between 100,000 and 1 million subscribers. The engagement rate is 1.4%. Here we enter another category, where the influencer can finally make a living from his activity and become a full-time content creator.
• Celebrity influencers have at least 1 million followers with an engagement rate of 1.4%.

Relationship marketing and content creation.

Generations Y and Z are increasingly unaware of traditional sales techniques. They are more oriented towards brands that sell a particular experience or lifestyle. As opposed to a brand focused on its products. As a result, brands are now developing their discourse around the values of their compa.

Influencer muses, storytelling at the heart of content creation.

Through a common and/or shared story between the brand and the influencer, you capture more attention from your audience. Everyone loves a story. A OneSpot study even revealed that 92% of customers want ads that are like stories. Inès Sivignon, Web writer and influencer.

Opinions and advice abound on Linkedin for better exploitation of storytelling techniques. In particular, those of Amélie Favre Guittet, B2B Influencer, President and Co-Founder of Talent Management Groupe.

Storytelling is an essential element of an influencer marketing strategy. However, the place of the influencer in the message is decisive.

The success of Twitch.

The streaming platform Twitch is now 72.3% of the market share of streaming platforms, far ahead of YouTube Gaming, 15.6% or Facebook Gaming, 12.1%, according to Stellar, the 5 Stars Influence Marketing platform.

Its non-gaming content has quadrupled over the past three years. And it covers arts, music, cooking, fitness, media, talk show etc.

Twitch is efficient in its conversions. Because the chat and the purchase of a badge are dynamics. For brands, it’s a good and real visibility opportunity.

Our recommendation : don’t just talk about your brand and products, focus on interactions and games, talk about the news of your sector – except of course for product launches where it will be relevant. Pierre-Alain Houard, expert and Marketing Director of Xiaomi Technology.