Social Media Influencers set the marketing world on Fyre

May 11, 2017

Social Media Influencers set the marketing world on Fyre

Instagram influencers make the difference
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If we’ve learned anything from the recent Fyre Festival fiasco, it is that social media influencers have a serious place in the marketing world. For a first-year music festival, Fyre promoters were able to sell thousands of tickets ranging from $1,000 to $12,000 with nothing but a simple website and an Instagram account that only featured blueprints of the festival. So how did the promoters manage to sell so many tickets at such high prices? What sold the tickets was a video that featured A-list models like Bella Hadid and Hailey Baldwin, performers, and DJ’s partying and playing in the sand. Not only is the video itself alluring, but all these influencers were supposed to attend the festival. Unlike Coachella or music festivals built on reputation, Fyre was brand-new, and yet because of the many celebrities who endorsed it, people bought in.

While the Fyre festival idea went up in flames, marketers can learn from the festival that influencers can sell just about anything, even tickets to a disaster.

Influencer marketing has grown tremendously in the last few years and is now a vital marketing tactic for many companies. In fact, Linquia found that 88.5 percent of marketers say influencer content is a valuable part of their marketing plan.

While Facebook may have the largest audience, when given the choice influencers tend to lean more towards using Instagram because it is more of a community of like-minded people. According to a report done by Hashoff, Instagram is the leading platform for influencer marketing. 91.9% of the influencers they surveyed said that Instagram is their number one platform. With Instagram, not only do you follow friends and family, but you are more likely to follow brands, celebrities, and specific niche topics like fly fishing or travel. Instagram feels more personal than Facebook, which lately is more about fake news and politics. 

Instagram influencer

Source: Hashoff

MediaKix found that in 2016, there were 9.7 million brand sponsored influencer posts on Instagram alone. These posts are easy to track because FTC regulations require all sponsored posts to include hashtags #ad, #sponsored, #spon, and/or #sp to show they are being paid to advertise a product or service. If influencer use continues to grow at its current pace, analysts predict that by 2109 companies could be spending more than $2 billion on advertising via Instagram influencers.

Brand sponsored influencer growth

Instagram influencer marketer growth

Source: MediaKix

The interesting thing is that the list of the most successful influencers does not include celebrities, actors, professional athletes, etc. It is the micro-influencers that are on the rise in the marketing world. Micro-influencers are defined by Hashoff as “highly creative individuals with expertise in a specific topic area, and a highly engaged audience between 10,000 and 1,000,000 followers.”

These micro-influencers include people like beauty and fitness gurus, Youtube or Instagram stars, DIY, and mommy bloggers. Even though many of them have much smaller audiences than people like Kim Kardashian or Kylie Jenner, their sponsored posts drive engagement rates 10 times more than celebrities. This is because their posts come across as more natural and genuine. It doesn’t feel like an ad, but rather a friendly recommendation for a favorite product or service that they actually use. 

This goes to show that having a large number of followers does not always translate to large engagement rates. This is due in part to the fact that followers and likes can be easily bought and that some “followers” are robots or fake accounts that don’t get used. Increased engagement comes when you get real followers who are engaged in your content. 1,000 engaged followers are better than 10,000 followers who aren’t real or don’t care enough to actually interact.

Instagram influencer marketing

Source: Hashoff

Now, another question that comes up when talking about influencers is why do people listen to and follow them? Mike Wadhera may have an answer for that. He explained that we are exiting the information age and entering into the “Experience Age.” With social media platforms like Snapchat, people are sharing their real lives in the moment rather than posting a status on Facebook. It’s all about showing a story rather than simply telling it. Influencers are constantly letting followers into their lives, which are lives that their followers dream of living. They are all about showing what they are doing, what they are wearing, and what products they are using in their everyday life. Followers then think they can be more like these influencers if they have the same clothes and use the same products. That increases engagement and sales for those who are sponsoring the influencers. Influencers are good at getting people more engaged in their content, thus driving engagement rates up. They do this by starting conversations with their users, which is important for engagement, according to

Influencers are good at getting people more engaged in their content, thus driving engagement rates up. They do this by starting conversations with their users, which is important for engagement, according to Social Media Explorer. They know who their audience is, so they know how to post relevant content to keep followers interested. They also interact with followers by responding to comments, following back, and liking their followers’ content. It also helps that most of them manage their own social media accounts, whereas many celebrities have hired help to manage their accounts.

The micro-influencers are also seen as more authentic by consumers and marketers. 89 percent of respondents in Linqia’s survey said they used influencer marketing to create authentic content about their brand and that the authenticity created is one of the top benefits of influencer marketing. Influencers themselves rate authenticity the number one priority when deciding to work with a brand or not.

benefits of influencer marketing

Source: Linqia

 

Now that you can see some of the benefits of influencer marketing, how do you find influencers to use? Nuvi has custom monitors that show you who is talking about your product, service, or your competitors at any given time. The monitor shows which users have the most influence, reach, and spread. Finding the right influencer for your product or service is important and NUVI wants to help you find them, so they can create quality, authentic content for you.

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