Social Affluence – Tapping Into The Influencer Opportunity

Social Affluence – Tapping Into The Influencer Opportunity
SHARE
THIS



In this guest post, director of InsideOut PR, Nicole Reaney (pictured below), says agencies might hate it, but you can’t ignore the pulling clout of the social influencer…

A flash back in time and just a short 10 years ago, the phrase ‘social influencers’ was inconceivable. Today, social influencers are reaching a community status that reins in the power of celebrities and journalism and positions them as a powerful entity for brands and messaging in their own right.

I142-062

While in relatively infant stages for some sectors, others are embracing this voice opportunity. With this shifting force in advertising and public relations, are celebrity ambassadors a pertinent strategy or are brands best to invest in bloggers and online social influencers?

Celebrity endorsement strategies have been in place for decades. These relationships worked influentially back where consumers were less sceptical and the era of marketing was seen as an authentic company voice. Companies were able to capture the personality’s established following and connect that audience to their brand. They were able to generate instant brand appeal from the likability of the celebrity, and when the association appeared credible, brands cashed in on this business exchange.

However, as more and more companies pressed brands in the faces of consumers, the believability and fascination diluted. While the cost has become significant depending on the selected personality.

Then came the fast paced digital world, re-igniting creative possibilities through voice, imagery, video and wording, and making these associations appear even more personal. No longer hidden behind TV screens and magazines pages, having a celebrity use products in everyday settings and hold ‘real-time’ dialogue with their following about your brand is marketing in its finest form. Brands can execute integrated campaigns across traditional and digital media – reinforcing the messaging across multiple platforms.

Investing in celebrities doesn’t come cheap, and the risks of brands being swept in the misdemeanours of celebrities are amplified, as consumers can voice their views, and are technically skilled in creating viral content like memes. With online content having an enduring lifespan and no longer ‘fish and chips’ wrapping, there is permanency and a lack of control in brand voice being at the hands of the public.

Consumers are becoming more conditioned to recognising paid endorsements and a celebrity that blazes their name across multiple partnerships is suddenly more obvious in an Instagram gallery. While their activity levels can also effect delivery of brand messages. The lack of brand control extends to forced associations – where there is the risk of a celebrity being snapped using a rival brand.

OWq087N

The recent divorce of Brangelina saw a wave of social activity across the world. One company, Norwegian Airlines, jumped on the explosiveness of this news, and quickly executed an advertising campaign promoting an offer to Los Angeles. I assume Brad Pitt wasn’t engaged as a face for Norwegian Airlines – who would be up for millions. Instead, the brand was able to draw out the benefits of this celebrity news to their commercial benefit at no cost. This appears to have the same effect, if not an even stronger effect of a celebrity brand campaign. It generated viral content across the world, media publicity and a new-found humanised affection for the airline. I have no doubt sales were made. Not a bad result for a campaign without celebrity fees attached.

Brands are also capturing celebrities consuming their products, again these are unpaid social opportunities that haven’t required exhausting contracts and arrangements – and deliver a true presentation of a preference for a brand.

Meanwhile, the rise in every day bloggers and social influencers has added a new dimension for brands. Generally affordable, flexible and relatable to the population, these marketing assets are making waves in brand campaigns. Without the complexity and within easy reach, social influencers are viewed as credible sources with a recent study indicating that over 80 per cent of consumers are highly likely to follow a product recommendation made by an influencer. 

While a single paid celebrity partnership can dent a marketing budget restricting the extensiveness of a campaign, multiple highly relevant influencers can be reached economically and achieve brand coverage in a measurable creative strategy.

These influencers can be utilised for reviews, integrating product use, blog and social posts as well as pure advertising. For sectors like food, fashion, lifestyle, retail and health, it’s an approach that can support traditional brand campaigns or hold its own depending on the business intention and capacity. It’s a vehicle that can be quickly executed to react to timely events. It’s a vehicle that should be considered in the marketing mix, and it’s a fledgling opportunity yet to reach maturity.

2C5E9BE400000578-3236400-image-a-1_1442384067973

Mimi Elashiry (above) is a self-made female model from the eastern suburbs of Sydney. The combination of being genetically blessed and showcasing the life of a perfect beach – lifestyle Mimi gained ‘Insta-fame’ within a short period of time.

Dubbed “that babe on Instagram” her international following grew and grew. After rejections from multiple talent and modelling agencies Mimi got the last laugh. The pint-sized digital influencer is flown all over the world on trips, is backstage at festivals and concerts across the world and has had endorsements with national and international companies. She is paid to influence her following into ‘liking’ and ‘double tapping’ brands, events and products ranging from clothing through to non-permanent golden tattoos.

Paid endorsements by online influencers is now used by 52 per cent of online marketers – a number that is rapidly closing in on display ads (58 per cent) as the top paid avenue for online advertising.**

The movement is unprecedented with everyday people reaching international profiles, media attention and even celebrity attention.

The social influencer movement offers start-ups through to multinationals a convincing brand platform. The future is ripe and it’s a pocket that hasn’t yet been utilised to its fullest extent.

In a brands quest to deliver campaigns that maximise allocated budgets and create a more personal connection with consumers, taking the time to invest in social influencer strategies will realise the diminishing return of traditional celebrity partnerships.

With the rise of the influencers comes the rise of the management agencies. #AsSeenOn is one influencer management company on the market launching earlier this year to fill a market for up-and-coming affordable bloggers with an engaged following. Maintaining personal relationships with these influencers and relevant brands from start-ups to multinationals across varying sectors.

Latest News

QUT Creative Enterprise Australia Accepts 10 Start-Ups Into Its Creative Tech Accelerator
  • Technology

QUT Creative Enterprise Australia Accepts 10 Start-Ups Into Its Creative Tech Accelerator

QUT Creative Enterprise Australia (CEA) has announced the 10 start-ups that have been accepted in its Collider Accelerator. The three-month accelerator is a proud Australian first which is carving the way for start-ups specialising across the creative tech verticals. Commencing this week, the 10 participating companies will receive coaching from international mentors and deep domain […]

The Works Launches Podcast With RXP Services & Global Law Firm Norton Rose Fulbright
  • Advertising
  • Technology

The Works Launches Podcast With RXP Services & Global Law Firm Norton Rose Fulbright

Expert insights on what’s trending in the world of technology, data and innovation will be discussed in a new podcast powered by The Works, digital services consultancy RXP Services, and global law firm Norton Rose Fulbright. The Smart Dust podcast – named after micro-electromechanical computers that that can be breathed in to monitor the human […]

Why We Need To Make Consequences Cool
  • Opinion

Why We Need To Make Consequences Cool

Here at B&T, we have a trendy communal black leather jacket for staff to wear while suffering consequences.

Opinion

by B&T Magazine

B&T Magazine
Lovatts Media Acquires Nourish Magazine From Blitz Publications
  • Media

Lovatts Media Acquires Nourish Magazine From Blitz Publications

Lovatts Media has purchased Nourish magazine from Blitz Publications in a last-minute deal that has ensured the title continues to be published in Australia. Rachael Northey, CEO of Lovatts Media, believes the demand for high-quality niche magazines is growing rather than declining. Building on the successful 2017 launches of their popular mindfulness titles Breathe, Teen […]

Women In Media Profile: Elaine Herlihy
  • Advertising
  • Marketing

Women In Media Profile: Elaine Herlihy

If you've come here looking for Elaine Herlihy's famed scone recipe then it'll be the only disappointment you'll endure.

by B&T Magazine

B&T Magazine
Thrive PR + Communications Opens Fifth Office & Appoints New Staff
  • Marketing

Thrive PR + Communications Opens Fifth Office & Appoints New Staff

Independent PR agency Thrive PR + Communications has announced the launch of its fifth office, opening its doors permanently on the Gold Coast and making multiple team appointments. In response to client demand, and embracing the growth of Australia’s emerging innovation hotspot, the Gold Coast will be Thrive’s second Queensland location following the opening of […]

China Social Solutions Reveal The Massive Market Brands Are Missing
  • Partner Content

China Social Solutions Reveal The Massive Market Brands Are Missing

Advertising, in its essence, is about reaching the largest number of people, in the most seamless, creative way. However, reaching a large audience can often be the biggest hurdle, so how does a crowd of a few hundred million users sound? Weibo, China’s answer to Facebook, WhatsApp, Instagram and every other app combined, has hit […]

Partner Content

by China Social Solutions logo

How To Thrive In An Age Of Disruption
  • Opinion

How To Thrive In An Age Of Disruption

Has the age of disruption left you fearful? Well, you'll be singing Helen Reddy's 'I Am Woman, Hear Me Roar' after this.

by B&T Magazine

B&T Magazine
Monash University And Y&R Melbourne Launch Wristbands To Deter Drink-Spikers
  • Campaigns
  • Technology

Monash University And Y&R Melbourne Launch Wristbands To Deter Drink-Spikers

Y&R Melbourne has an innovative wristband on campus at Monash University that detect drugs by simply placing a drop of your drink onto the band itself. Designed for widespread use across festivals, events, bars, nightclubs and other venues where patrons are already accustomed to using wristbands, the ‘Sip Safe’ wristband is equal parts a utility, […]

Global Brand Events Agency INVNT Opens Sydney Office
  • Marketing

Global Brand Events Agency INVNT Opens Sydney Office

Brand events agency INVNT has announced it has expanded its operations to the Asia-Pacific region with a new office in Sydney. Originally founded in New York in 2008 by Scott Cullather and Kristina McCoobery, INVNT creates and produces brand engagements for every audience segment, including employees, customers, partners, investors, the media, and consumers. Cullather said […]

The Copyright Agency Invites Visual Artists To Claim Image Royalties
  • Media

The Copyright Agency Invites Visual Artists To Claim Image Royalties

The Copyright Agency is inviting Australian artists and their heirs to nominate about where their works have been published or used on TV to receive payment for their copyright-protected work as part of a month-long campaign. The Copyright Agency, which recently merged with Viscopy, is Australia’s national copyright licensing organisation for the publishing, media, surveying […]

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief
  • Marketing
  • Media

Pac Mags’ Emily Sak Joins Shopper Media Group As Its First Data & Insights Chief

Digital retail out-of-home media business Shopper Media Group has announced the appointment of Emily Sak to the newly created position of head of data and insights. The new role forms part of Shopper Media Group’s expansion plan to keep up with the accelerated growth that has seen its portfolio surpass more than 220 shopping centres […]

CX Lavender Appoints Business Development Director For Melbourne
  • Marketing

CX Lavender Appoints Business Development Director For Melbourne

Customer experience agency CX Lavender has announced the appointment of Michael Rummery to the role of business development director for Melbourne. Rummery (pictured above) was previously account director of client services at global marketing and digital recruitment firm Aquent, and has held roles at a number of talent agents and recruitment firms with a focus […]

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep
  • Advertising
  • Media

The New York Times Appoints WeThinkMedia As Its Aussie Advertising Rep

The New York Times Company has announced the appointment of media representation agency WeThinkMedia to represent its advertising business in Australia. WeThinkMedia will be responsible for all advertising in the region, including print, digital, branded content, programmatic, and events. The partnership will be overseen by Tom Armstrong, vice president of advertising for The New York […]

The Future Of Influencer Marketing: More Than Just A One-Night Stand
  • Marketing
  • Opinion

The Future Of Influencer Marketing: More Than Just A One-Night Stand

Influencers are the new powerhouses in driving stock off shelves, but brands are yet to find the right recipe for successful collaboration, according to Guillaume Deront of Gleam Futures @ The Story Lab (pictured below). Here, he argues that marketers need to look beyond purely targeting an audience and channel their energy towards building long-term […]

Opinion

by B&T Magazine

B&T Magazine
Designing Cultural And Organisational Change
  • Opinion

Designing Cultural And Organisational Change

In this guest post, Bronwyn Van Der Merwe (pictured below), managing director of Fjord Australia and New Zealand (part of Accenture Interactive), details the four traits of a ‘living business’ – something she believes organisations have to become in order to transform successfully. The digital age has created a plethora of challenges for modern organisations, […]

Opinion

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]

Women In Media Profile: Olivia Warren
  • Media

Women In Media Profile: Olivia Warren

It's the latest in our Women In Media profiles, and this one is so good you'll possibly get a nervous twitch somewhere.

by B&T Magazine

B&T Magazine
LIDA Delivers Series Of Animated Info Bites For Busy Marketers
  • Marketing
  • Media

LIDA Delivers Series Of Animated Info Bites For Busy Marketers

M&C Saatchi Group’s customer engagement specialist agency, LIDA, has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game. ‘60 Second Gets’ draws on LIDA’s wealth of experience to unpack the latest industry tools, tech and thinking. Launching today, the first video, ‘Success in 6 Seconds’, […]

Naked And Gidget Foundation Want Australians To Start Talking
  • Campaigns

Naked And Gidget Foundation Want Australians To Start Talking

Today Naked launches its ‘Start Talking’ campaign for Gidget Foundation Australia; a not-for-profit that provides support for families who are affected by perinatal depression and anxiety (PNDA). The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program […]

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums
  • Marketing
  • Technology

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums

For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and MKTG. By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from […]

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering
  • Marketing

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering

Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites. This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience. The iconic Westfield logo will continue to lead brand communications, supported with a new […]

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year
  • Marketing
  • Opinion

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year

In this guest post, Keep Left’s head of consumer engagement, Johanna Murray (pictured below), explains the merits of experiential marketing, as well as sharing some tips on how to do it – and do it well. Humans love to label things – especially intangible things, like time. We like eras and ages and eons because they […]

Opinion

by B&T Magazine

B&T Magazine
The Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

The Top Social Media Marketing Trends For 2018

This trends report is a must-read for all marketers, although it contains no news on the return of the bubble perm.

by B&T Magazine

B&T Magazine