Influencer marketing, in some ways the baby of the digital marketing world, having its own set of words and phrases that many marketers are not so familiar with yet. On top of that, there is an array of confusion around the exact meaning of the words and how they should be used, many of which are being used incorrectly or interchangeably. It’s really hard to keep up! But don’t worry we’ve got you covered with our handy dandy influencer marketing buzzword definitions.

You can refer to our glossary at any time to refresh your knowledge on the confusing influencer marketing jargon, or you can use our glossary to prove your friends wrong, rather like when you end up having to google the rules of Uno. I kept telling them you can’t put a ‘plus 2’ on top of a ‘plus 4’! Anyway, we dove-in deep and pulled out the best explanations for these mysterious influencer marketing buzzwords in order to help our ever-growing community. Enjoy!

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The post Glossary: The Influencer Marketing Buzzwords You Need To Know appeared first on Primetag Blog.

At Primetag, besides producing and publishing our own research, we’re also avid readers of all types of guides and studies that can cast some light into this fast growing new marketing discipline.

There’s plenty of free content about Influencer Marketing on the web – and that’s good news. This industry suffers from a lack of standard procedures, benchmarks and a coherent framework. Marketers struggle to work with Influencers in a professional, measurable and scalable way.

To make your life easier – and save you a lot of time – here’s a selection of some of the most insightful publicly available Influencer Marketing Guides, Reports and Studies.

The State of Influencer Marketing 2019 – An Analysis of the Social Media Ecosystem

Social Influence Reports 2018 by Primetag (Portugal and Spain)

Estudo Creators & Marcas

Libro Blanco de Marketing de Influencers

What Consumers Think About Influencer Marketing

The Marketer’s Guide to Influencer Marketing ROI

Later x Fohr State of Instagram Influencer Marketing 2020

The Economic Cost of Bad Actors on The Internet: Fake Influencer Marketing in 2019

2019 Influencer Marketing Report: A Marketer’s Perspective

2019 Influencer Marketing Report (Global Survey Consumers and Marketers)

Influencer Marketing Benchmark Report: 2019

2018 Influencer Point-of-view Report

The State of Influencer Marketing 2019 – An Analysis of the Social Media Ecosystem

AspireIQ – Influencer Marketing Platform
English. November 2019. About 20 ~ 30 min to read

This report aims to explain how the influencer community behaves and the main reasons driving marketers to use Influencer Marketing. It also focuses on benchmarks, like the average pricing on Instagram compared to other platforms or the average campaign budget and ROI. AspireIQ refers the advantages of repurposing Influencer content for other marketing channels. An up-to-date 360 degree view on the industry.

As Influencers’ rates rise, authentic and strategic relationships between brands and the creators they partner with will become increasingly important. Influencers are more likely to work for less with brands that they feel aligned with.

Highlights from the report:

• Why do brands use Influencers?
• What defines an influential account?
• Average engagement rate across all platforms for influential accounts
• TikTok: Is it the next big social platform?
• How does the size of an influencer’s audience impact follower engagement?
• How does engagement vary by industry?
• How much do brands pay for Instagram posts?
• Average campaign ROI What’s the best influencer marketing strategy?

Social Influence Reports 2018 by Primetag (Portugal and Spain)

Primetag – Influencer Marketing Platform
Portuguese / Spanish, February 2019 / March 2019 . About 10 ~ 15 min to read (each)

Primetag has produced the Social Influence Reports as a response to the lack of real data on Influencer Marketing. The reports provide an insight into Instagram, the social network most used by Influencers, its most popular contents and accounts.

The Spanish report was built by analysing 6.221 Spanish influencer profiles and 1.3 million posts. The Portuguese report is based on the data from 1.682 Portuguese influencer profiles, more than 354 thousand posts and 2.710 million interactions. These insights into social media have become a key asset in assisting brands and agencies with their influencer marketing endeavours in the Iberian Peninsula.

A general and sectoral analysis of the accounts and content preferred by the audience.
On one hand, it contributes to the application of criteria when choosing of Influencers. On the other, it provides a global vision of the (…) digital landscape and identify its protagonists.

Highlights from the report:

• Top accounts with the highest number of followers
• Top accounts with the highest engagement rate
• Top contents with the most interactions and views  
• Top 100 accounts with the highest number of interactions
• Rankings by industry
• Brands’ accounts most mentioned by Influencers

Estudo Creators & Marcas

Youpix – Influencer Marketing Consultant, Brunch – Influencer Marketing Agency
Portuguese. May 2019. About 10 min to read.

Creators & Marcas study was produced upon surveys made to Brazilian Influencers and portrays what they think, their behavior and relationship with the brands.

The study brings several insights about the second largest influencer community in the world, after the US. For example, less than 24% of Influencers live exclusively from content production, most have Instagram as their main platform, with about 66% of branded actions concentrated there and 66% of them work alone in content production.

Highlights from the report:

• Influencers income
• Influencers work process
• Most used platforms
• Compensation models
• Sponsored posts disclosure

Libro Blanco de Marketing de Influencers

IAB Spain – Advertising and Digital Communication Association
Spanish. November 2019. About 40 ~ 50 min to read.

This is a very complete document that aims to frame the Influencer Marketing activity in all aspects. It covers the definition and classification of Influencers and the characterization of relevant stakeholders. It sets a framework for strategy and campaign operation, from briefing to results measurement. It also frames this activity within the Spanish law regarding the advertising norms, intellectual property, and contract structure.

Influencer marketing is a relatively new business model that is booming. These characteristics mean that the ecosystem formed around it is complex, misunderstood by many and needs a series of guidelines to shed light on its operation.

Highlights from the report:

• Definition and classification of Influencers
• Influencer marketing strategy
• Industry stakeholders
• Measurement and metrics
• Relevant metrics before selecting an influencer
• Post collaboration evaluation
• Relevant metrics per platform
• Negotiation process 
• Applicable legal norms
• Intellectual property and third party rights
• Contract structure

What Consumers Think About Influencer Marketing

Influencer Intelligence – Influencer Marketing Platform, Econsultancy – Marketing Consultant
English. February 2019. About 10 ~ 15 min to read

This research report explores the attitudes and perceptions of young consumers towards digital Influencers. It was produced using online surveys. 500 consumers from the US and UK, aged 18 to 34 years, responded to the research’s requests.

61% of consumers say that having the ability to create authentic, engaging content is the most important attribute in a social media influencer.

Highlights from the report:

• The influence of social media content creators
• The value of micro and mid-tier talent 
• The most important attributes in an influencer 
• Influencers versus celebrities
• Sponsorship disclosures and credibility
• Consumer’s concerns

The Marketer’s Guide to Influencer Marketing ROI

Mediakix – Influencer Marketing Agency
English. May 2019. About 40 ~ 50 min to read.

More than an introduction to Influencer Marketing this guide covers the fundamentals of Social Media mechanics like the main differences between platforms, types of interactions and metrics. It features actionable tips, campaign examples and aims to explain how to track and measure Influencer Marketing ROI. It has also a very useful list of the Do’s and Don’ts that can help when building campaigns and working with Influencers.

Instagram posts are ephemeral—older in-feed posts are rarely seen and Stories disappear within 24 hours. Keep time-sensitivity in mind when planning an Instagram influencer campaign.

Highlights from the report:

• Setting campaign goals
• Campaign goals & kpis
• The costs of influencer marketing
• ROI by social media channel
• Tools for measuring & tracking influencer marketing ROI
• Examples of calculating ROI for campaigns
• Tips for achieving a positive ROI

Later x Fohr State of Instagram Influencer Marketing 2020

Later – Digital Marketing Software, Fohr – Influencer Marketing Agency
English. December 2019. About 20 ~ 30 min to read.

More than an introduction to Influencer Marketing this guide covers the fundamentals of Social Media mechanics like the main differences between platforms, types of interactions and metrics. It features actionable tips, campaign examples and aims to explain how to track and measure Influencer Marketing ROI. It has also a very useful list of the Do’s and Don’ts that can help when building campaigns and working with Influencers.

When searching for the perfect influencer to work with, it’s worth looking at how much sponsored post is already on their feed (…). If their audience is seeing too much sponsored content, it could mean that they become immune to it — and the partnership may feel less genuine to an influencer’s audience.

Highlights from the report:

• The impact of hashtags for engagement
• Best times to post on Instagram
• Choosing an Instagram Influencer
• Average engagement per category

The Economic Cost of Bad Actors on The Internet: Fake Influencer Marketing in 2019

CHEQ – Adtech Software, University of Baltimore – Public University
English. July 2019. About 15 ~ 20 min to read.

This report provides an in-depth economic analysis of fake influencer marketing and helps to uncover the damage done by fake followers and their growing impact for brands, consumers and platforms.

Fake influencer marketing will cost advertisers $1.3 billion in 2019. Left unchecked the problem will continue to grow (…) costing the global economy $1.5 billion by 2020.

Highlights from the report:

• Estimates of fraud levels
• Indirect costs of growing influencer marketing
• Indirect costs for consumers, brands and social media networks

2019 Influencer Marketing Report: A Marketer’s Perspective

SocialPubli.com – Influencer Marketing Platform
English. February 2019. About 20 ~ 25 min to read.

For this report SocialPubli.com has surveyed consumer-facing digital marketing professionals with more than 20 questions related to Influencer Marketing budget, usage frequency and effectiveness. It also covers their preferences regarding Influencer selection content type, social networks and ROI measurement.

55.8% of the marketing professionals surveyed regularly use influencer marketing. For 30.2% of them, it is an “always-on” strategy. 25.6% of marketers use it periodically.

Highlights from the report:

• Percentage of overall marketing budget designated to Influencer Marketing
• Main objectives and benefits when using Influencer Marketing
• Biggest challenges for Influencer Marketing
• Top factors taken in consideration when selecting Influencers for campaigns
• Prefered platforms for Influencer Marketing campaigns
• Influencer Marketing campaigns success management

2019 Influencer Marketing Report

Rakuten Marketing – Marketing Agency, VIGA (now Savanta) – Market Research Company
English. March 2019. About 40 ~ 50 min to read.

Part I: 2019 Influencer Marketing Report – Global Survey Consumers

Rakuten Marketing conducted this research between December 2018 and January 2019. The survey includes the responses of 3,600 consumers interviewed across the United States, Australia, United Kingdom, France and Germany.

It covers topics such as the type of Influencers consumers follow the most, the preferred social media networks, favorite type of content, Influencer discovery and influencer trust. It also features a very useful analysis on how consumers purchase through Influencers.

In the US, four in five consumers have made a purchase through clicking a link or image an influencer shared.

Highlights from the report:

• What kind of Influencers consumers engage with 
• How consumer shopping behavior is influenced by different types of Influencers
• What consumers expect from an influencer 
• What can change a consumer’s relationship with an Influencer
• Benefits from Following an Influencer

Part II: 2019 Influencer Marketing Report – Global Survey Marketers

Rakuten Marketing conducted this research between December 2018 and January 2019. The survey includes the responses of 719 global marketers interviewed across the United States, Australia, United Kingdom, France and Germany. The respondents include marketers at varying management levels ranging from organizations of less than 50 employees to over 50,000 working directly on influencer programs.

It casts new light on Influencers payment models, campaign fees and performance measurement.

Brand reach is the most measured key performance indicator; closely behind is brand awareness. Direct sales is less of a prioritization (…) but still important to a marketer, along with site generated traffic.

Highlights from the report:

• How the measurement of campaign performance has matured
• What payment models are most popular and efficient
• Which influencer marketing investments affect a brand’s performance and how

Influencer Marketing Benchmark Report: 2019

Influencer Marketing Hub – Influencer Marketing Resources and Academy, NeoReach – Influencer Marketing Platform, Viral Nation – Influencer Marketing Agency
English. February 2019. About 25 ~ 30 min to read

Influencer Marketing Hub surveyed 830 marketing agencies, brands and other relevant professionals to determine their views and build insight into their thoughts on the industry.

This resulted in a complete, 360 degree report on the maturity of the industry, its growth, challenges and major achievements. A must read.

Our survey respondents (…) agree that influencer marketing attracts high-quality customers. 82% believe that the quality of customers from influencer marketing campaigns is better than from other forms of marketing.

Highlights from the report:

• Instagram growth and its impact in the industry
• Influencer Marketing budget allocation
• Campaign ROI measurement
• Brand safety when working with Influencers
• Influencer Marketing automation and scalability

2018 Influencer Point-of-view Report

Mavrck – Influencer Marketing Platform
English. June 2018. About 8 ~ 10 min to read.

Mavrck surveyed and interviewed more than 100 Influencers to discover what inspires and motivates them to collaborate with brands, which social platforms have the highest influencer affinity (and best features), how marketers are enforcing legal guidelines, and how marketers can be better partners in the creative process.

The poll feature on Instagram is very underused by a lot of marketers and it’s such an amazing way to understand your community and what they want.

Highlights from the report:

• When Influencers started their activity
• Influencers’ motivation to publish content
• Preferred social media networks and platforms
• Preferred compensation methods
• Influencers’ motivation to collaborate with brands

Overwhelmed? I feel you.

I made an honest effort to include reports written in other languages than English. Influence marketing is a global industry that must be studied evenly between different geographies and cultures. I wish I was fluent in other languages like French, Chinese or Russian.

The various Influencer Marketing Guides, Reports and Studies combine different points of view: Influencer Marketing Agencies and Platforms, Marketers, Influencers, Advertising Associations and Consumers. 

From my research I came to the conclusion that it’s not so easy to find information on the Influencers point of view. I believe there’s an opportunity to survey and question Influencers – the key stakeholder in this field – and find out what’s on their minds.

The post Most Insightful FREE Influencer Marketing Guides, Reports and Studies – Crunched appeared first on Primetag Blog.

This article covers Influencer Marketing Metrics, Goals and Objectives:

• Influencer Marketing goals and campaign metrics objectives
• How to use goals in Influencer Marketing campaigns
• The Influencer Marketing campaign objectives brands are using right now
• Find the right IM campaign objective for your brand’s marketing strategy

Goals and campaign objectives

You can read more about goals here

Defining goals for your IM campaigns helps focusing on you what you want to achieve.
From strategy to results, an accurate goal selection helps with:

✓ Writing the briefing
✓ Selecting influencers and Social Media (SM) channels
✓ Influencer compensation
✓ Campaign performance tracking

How to use goals in campaigns

Imagine you are a Brand Manager on a beverage and food category and you are about to launch a new product to the market. The most logical step would be to step up your Branding efforts by reaching a greater number of people and raising awareness for your amazing new product.

On Primetag you can choose to build a Reach campaign in order to deliver your message to the maximum amount of people or an Awareness campaign to get the maximum amount of views.

Note Primetag platform allows you to choose only one objective per campaign, nevertheless you can implement several campaigns at a time and find what works best for your business.

Now that you’ve decided to run one or more campaigns to launch the new beverage you have a clear path when making decisions.

The Influencer Marketing metrics and campaign objectives brands are using right now

Breaking down the numbers

Awareness and Reach are used because they are simpler to communicate, build and operate. When working with the right influencers it can be quite easy to reach a vast audience using Instagram stories and posts. This type of campaigns generates results right from the start.

Traffic campaigns drive people to an e-commerce website or landing page and are also pretty straightforward to operate. Besides Instagram stories, Facebook and Blogs are also used to drive traffic to the clients’ web properties.

Conversion and Sales campaigns can be measured with coupons.

Besides all the steps we’ve discussed previously, like producing a briefing and choosing the right influencers, clients need to have an integrated strategy. This may involve not only the sales team but also the IT department because there’s a need to install a tracking pixel to accurately measure conversions and sales on the e-commerce website.

It’s also more complex to come with an agreement with influencers so they can be prepared to pitch and sell products – they may feel comfortable with recommending a product but not with selling it.

Find the right IM campaign for your brand’s marketing strategy

Choosing the right IM campaign is a fine balance between your brand’s goals and what the influencer is capable or willing to provide.

In traditional advertising, TV, radio, press and in digital advertising like FB ads and Adwords, the channels may seem agnostic – meaning that the consumer has no preferential method for receiving advertising.

With IM things don’t work exactly that way. Every influencer owns a communication channel, produces content and is in control of the relationship with its audience. Plus he or she is a real person with a specific character, taste and set of beliefs.

Choosing the right IM campaign is a fine balance between your brand/company’s goals and what the influencer is capable or willing to provide. Here’s a simple example: 

Influencer A

Has great communication skills and can reach a big audience. She may be the right person to introduce your new product to the market thus generating awareness.

Influencer B

Loves knowing every detail of a product and can explain a very complex feature in a simple and easy way. Therefore he may be the right person for conversion and sales.

Influence Marketing Metrics when Evaluating Influencers for Campaings

Average Post Reach and Engagement Rate

Posts are seen on average by 12 to 25% of the follower base. So how can you calculate by post reach?

Total engagements per post/average reach per post * 100

Well, you can’t by get Influencers Posts Reach on your own. You will need Primetag Software to help you get the metrics by connecting your Influencers with the Platform.

Profiles Audience Overlap

Awareness or Conversions! Select the best Combination to your Objectives.

Increase REACH

For your message to be widely spread select the best combination of Influencers (2 or more) with the lowest number of shared followers.

Increase FREQUENCY

For your message to work as “Influencer Remarketing” and impact the same audience with the Best Combination of 2 or more Influencers.

Influencer Marketing Metrics: Choose the Right Goal for Your Campaigns

If you’re a data driven marketer and all this seems very ethereal you can also use this framework to help you make better decisions in your Influencer Marketing strategies.

Final thoughts

The lack of an Influencer Marketing Strategies playbook is a legitimate reason why many brands and marketers are not considering it yet as part of the marketing mix. I admit that’s hard to calibrate expectations regarding IM. Furthermore, when working with several Influencers simultaneously it’s also hard to have a clear view of the campaign’s stage, published content or achieved results.

Discover how this Coffee Brand, one of the world’s largest food and beverage companies, used Primetag platform to plan, develop and implement an Influencer Marketing campaign. Managing the launch of a new product with our software allowed a 280% increase in ROI. Read the step-by-step guide on IM optimization:

Executing a killer influencer marketing campaign: step-by-step guide

The post Influencer Marketing Metrics: Choose the Right Goals for Your Campaigns appeared first on Primetag Blog.