{"id":9609,"date":"2016-06-21T11:35:32","date_gmt":"2016-06-21T11:35:32","guid":{"rendered":"https:\/\/howtomakemoneyonlineasap.com\/9609\/the-state-of-influencer-marketing-in-2016\/"},"modified":"2016-06-21T11:41:53","modified_gmt":"2016-06-21T11:41:53","slug":"the-state-of-influencer-marketing-in-2016","status":"publish","type":"post","link":"https:\/\/howtomakemoneyonlineasap.com\/9609\/the-state-of-influencer-marketing-in-2016\/","title":{"rendered":"The state of influencer marketing in 2016"},"content":{"rendered":"\n<!-- SEO Ultimate (http:\/\/www.seodesignsolutions.com\/wordpress-seo\/) - Code Inserter module -->\n<!-- Google Tag Manager (noscript) -->\r\n<noscript><iframe src=\"https:\/\/www.googletagmanager.com\/ns.html?id=GTM-PJMTR4\"\r\nheight=\"0\" width=\"0\" style=\"display:none;visibility:hidden\"><\/iframe><\/noscript>\r\n<!-- End Google Tag Manager (noscript) -->\n<!-- \/SEO Ultimate -->\n\n<div class=\"wp-caption\"><img decoding=\"async\" loading=\"lazy\" width=\"260\" height=\"183\" src=\"https:\/\/howtomakemoneyonlineasap.com\/wp-content\/uploads\/2016\/06\/searchenginewatch.comwp-contentuploadssites25201606trustphoto-6d7dc856fb940cd4e6c107ef28010e0a1bede9af.png\" class=\"singular-post-thumbnail wp-post-image\" alt=\"trust in me\" \/><\/div>\n<p><strong>Before Vine&rsquo;s popularity declined, Vine stars had transcended the platform to become actual celebrities. How has influencer marketing changed as it&rsquo;s grown?<\/strong><\/p>\n<p>Justin Bieber has 22 million YouTube subscribers. Rihanna has 21&nbsp;million. <a href=\"https:\/\/www.clickz.com\/clickz\/news\/2392079\/clickz-is-not-as-fun-as-katy-perry\" target=\"_blank\">Katy Perry<\/a> and Eminem, 18 million apiece.&nbsp;These four musicians are among the most famous people on the planet, and none of them has even half the following of Felix Kjellberg.<\/p>\n<p>You know, PewDiePie. The Swedish video gamer&nbsp;who made $12 million last year, as the most-followed person on YouTube. Though&nbsp;PewDiePie largely stays away from marketing (though he has partnered with Mountain Dew in the past) the same can&rsquo;t be said for many of his fellow social media stars-turned-actual stars.<\/p>\n<p>Logan Paul, a Vine celebrity who has graced&nbsp;the cover of&nbsp;<em>AdWeek<\/em>, has worked with Verizon, Nike and Dunkin Donuts. Michelle Phan parlayed a YouTube channel about makeup tutorials into a line of cosmetics with L&rsquo;Or&eacute;al.&nbsp;<a href=\"https:\/\/www.clickz.com\/clickz\/news\/2433650\/5-tips-to-nail-your-next-influencer-marketing-campaign\" target=\"_blank\">Influencer marketing has been huge for a while<\/a>. How has it&nbsp;changed as it&rsquo;s gotten bigger?<\/p>\n<h3>Vine declines as Instagram and Snapchat soar<\/h3>\n<p>Vine has traditionally&nbsp;been a big platform for social media influencers &ndash; Paul has nearly 4 billion loops&nbsp;&ndash; but its star is fading. Analyzing the Vine accounts&nbsp;with more than 15,000 followers,&nbsp;influencer marketing technology platform Markerly found that 52% of those users have left the platform. Paul hasn&rsquo;t posted a new Vine&nbsp;since April.<\/p>\n<p>[embedded content]<\/p>\n<p>&ldquo;I don&rsquo;t think there&rsquo;s one specific reason why, but the content is way too short,&rdquo; says&nbsp;Sarah Ware, founder and chief executive (CEO) of Markerly, who believes Vine became so popular because it was something of a novelty in 2012. &ldquo;If Vine were to be released now, it probably wouldn&rsquo;t be that popular because there are so many video platforms now. At the time, it was different, but it hasn&rsquo;t been able to keep up that momentum.&rdquo;<\/p>\n<p>Ware doesn&rsquo;t see the&nbsp;decline of Vine&nbsp;taking away from&nbsp;the popularity of&nbsp;influencer marketing. While the six-second videos&nbsp;were the go-to medium for many advertisers, the same influencers also have presences&nbsp;on other platforms with bigger, more engaged userbases. (Vine is currently ranked 135th in the App Store; Snapchat, Instagram, Facebook and YouTube are all in the top 10.)<\/p>\n<p>In Ware&rsquo;s opinion, <a href=\"https:\/\/searchenginewatch.com\/2016\/04\/20\/23-stats-and-facts-about-instagram\/\">Instagram is the ultimate platform<\/a> for influencer marketing. According to a recent Comcast survey, it also now has more advertisers than Twitter. It&rsquo;s got a young audience, but not so young that brands can&rsquo;t reach the coveted millennial mom demographic there.&nbsp;In addition, Markerly sees a distinct correlation between Instagram posts and the brands&rsquo; site traffic.<\/p>\n<p><a href=\"https:\/\/howtomakemoneyonlineasap.com\/wp-content\/uploads\/2016\/06\/www.clickz.comwp-contentuploadssites2201606insta-vs-twitter-0b978cf306e5d9ac3e33396fb7749ea5785a0085.png\" rel=\"attachment wp-att-101757\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-101757\" src=\"https:\/\/howtomakemoneyonlineasap.com\/wp-content\/uploads\/2016\/06\/www.clickz.comwp-contentuploadssites2201606insta-vs-twitter-0b978cf306e5d9ac3e33396fb7749ea5785a0085.png\" alt=\"insta-vs-twitter\" width=\"500\" height=\"376\" \/><\/a><\/p>\n<p>&ldquo;It&rsquo;s the place to be for product placement,&rdquo; says Ware. &ldquo;If I sell couches and give one to an influencer, every time she posts a picture of her kid on the couch, she&rsquo;s going to tag my brand.&rdquo;<\/p>\n<p>There&rsquo;s also Snapchat, which is having its moment in the sun. But it&rsquo;s still got some kinks, such as&nbsp;<a href=\"https:\/\/www.clickz.com\/2016\/05\/17\/brands-snapchat-handles-clickzs-master-list\" target=\"_blank\">poor discoverability<\/a> and the fact that many marketers haven&rsquo;t quite figured out how to navigate it.<\/p>\n<p>Will McDonough, head of brand at KICK, is a fan of turning his Snapchat over to influencers. KICK is all about soccer, and this strategy keeps the media destination from being too one-dimensional.<\/p>\n<p>&ldquo;It&rsquo;s unique and it&rsquo;s fun.&rdquo; says McDonough. &ldquo;We want to be that great connector. You like soccer and you also like fashion; there&rsquo;s a lot of fashion in soccer. We try and find that little Venn diagram where soccer hits the rest of the world in pop culture.&rdquo;<\/p>\n<h3>As influencer marketing grows, people are becoming more aware of it<\/h3>\n<p>Influencer marketing is such a big thing now that many&nbsp;brands have specific influencer strategies.<\/p>\n<p>It&rsquo;s also so common that McDonough likes to sometimes turn regular KICK fans into influencers, just to switch it up.<\/p>\n<p><a href=\"https:\/\/howtomakemoneyonlineasap.com\/wp-content\/uploads\/2016\/06\/www.clickz.comwp-contentuploadssites2201606image1-1-4a350c9da2e9761f35094d95b3a814fd1bc9b3ca.jpg\" rel=\"attachment wp-att-101755\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-101755\" src=\"https:\/\/howtomakemoneyonlineasap.com\/wp-content\/uploads\/2016\/06\/www.clickz.comwp-contentuploadssites2201606image1-1-4a350c9da2e9761f35094d95b3a814fd1bc9b3ca.jpg\" alt=\"kick-instagram\" width=\"500\" height=\"745\" \/><\/a><\/p>\n<p>&ldquo;What can we do that&rsquo;s going to cut through the noise? Everybody&rsquo;s got somebody taking over their handle,&rdquo; he says. &ldquo;What we try and do is, let&rsquo;s get a fan to do it because that&rsquo;s what KICK is about: the voice of the fans. We find cool fans who are good at telling stories and say, &lsquo;Hey man, go to the match and show the audience.&#8217;&rdquo;<\/p>\n<p>Working with&nbsp;influencers has also&nbsp;become a much more costly&nbsp;strategy. <a href=\"http:\/\/www.adweek.com\/news\/advertising-branding\/how-vines-hunky-goofball-logan-paul-plans-become-mainstream-superstar-169152\" target=\"_blank\">That&nbsp;<em>Adweek<\/em> story<\/a> reported that Logan Paul was paid&nbsp;$1,000 to promote a&nbsp;video game on Vine three years ago; now he can make&nbsp;six figures for brand work.<\/p>\n<p>When it comes to advertising, &ldquo;costly&rdquo; is relative. A Super Bowl ad can cost $5 million&nbsp;&ndash; so $166,000 per second &ndash; but brands keep doing it because they&rsquo;re in front of the largest TV audience possible.<\/p>\n<p>For Ware, influencer marketing is worth it, if you go about it in a smart way &ndash; which many brands are savvy enough to do now. She said that it&rsquo;s common for brands to&nbsp;contract influencers to do a certain number of posts over a period of time, though reach often determines the price.<\/p>\n<p><a href=\"https:\/\/howtomakemoneyonlineasap.com\/wp-content\/uploads\/2016\/06\/www.clickz.comwp-contentuploadssites2201606expensive-7bee0d3a8012d92590d82dc8c3f89557d3c83d64.gif\" rel=\"attachment wp-att-101760\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-101760\" src=\"https:\/\/howtomakemoneyonlineasap.com\/wp-content\/uploads\/2016\/06\/www.clickz.comwp-contentuploadssites2201606expensive-7bee0d3a8012d92590d82dc8c3f89557d3c83d64.gif\" alt=\"expensive\" width=\"508\" height=\"286\" \/><\/a><\/p>\n<p>&ldquo;If you&rsquo;re putting $25,000 toward Instagram, we&rsquo;re giving you a total reach of 5 million people,&rdquo; says Ware. &ldquo;You can work with a couple of really large influencers, or a ton of smaller ones. You&rsquo;re paying the same and you&rsquo;re reaching the same. It&rsquo;s just, how much content do you want created?<\/p>\n<p>&ldquo;If you&rsquo;re able to repurpose that content, it&rsquo;s really worth it,&rdquo; she adds.<\/p>\n<p>If&nbsp;these people fit naturally,&nbsp;they&rsquo;ll help the brands get a lift because ultimately, people like them. But if the influencers are&nbsp;bright enough stars,&nbsp;they can still help the brand get a lift either way because people just like them and want to see what they&rsquo;re doing.<\/p>\n<p>Does anyone <em>really<\/em> think Kendall Jenner stops by the Estee Lauder counter at Macy&rsquo;s to pick up makeup? Probably not. But there are more people in the world following Jenner on Instagram than there are living in Spain, and&nbsp;within a day of&nbsp;<a href=\"https:\/\/www.clickz.com\/clickz\/news\/2399673\/instagram-followers-dont-equal-engagement-study\" target=\"_blank\">Estee Lauder appointing&nbsp;her the face of the brand<\/a>, its Instagram following shot up by 18%.<\/p>\n<p><strong>I&rsquo;d add a note of caution.<\/strong> Though I&rsquo;m sure many people are well-aware that these influencers are being paid by brands for endorsing their products, there are some grey areas here.<\/p>\n<p>Google&rsquo;s recent use of <a href=\"https:\/\/searchenginewatch.com\/2016\/04\/12\/google-manual-action-penalties-due-to-links-for-freebies\/\">manual actions around bloggers linking to products in return for freebies<\/a> may have been&nbsp;harsh in some cases, but it illustrates the importance of clarity in advertising.<\/p>\n<div class=\"more-in-category\">\n<h4>Related reading<\/h4>\n<div class=\"post category-border category-border-industry\">\n<div class=\"post-thumbnail alignleft\"><a href=\"https:\/\/searchenginewatch.com\/2016\/06\/20\/everything-you-need-to-know-about-adwords-store-visit-conversions\/\"><img decoding=\"async\" loading=\"lazy\" width=\"120\" height=\"90\" src=\"https:\/\/howtomakemoneyonlineasap.com\/wp-content\/uploads\/2016\/06\/searchenginewatch.comwp-contentuploadssites25201606Screen-Shot-2016-06-20-at-11.09.23-1-120x90-4a6fd2b8960325e4e50cfbfb8a2b37e3d5b4ebf2.png\" class=\"attachment-120x90 size-120x90 wp-post-image\" alt=\"store conversions\" \/><\/a><\/div>\n<div class=\"post-info\">\n<p class=\"excerpt\">Ecommerce sales came to more than $341 billion in 2015. That&#8217;s huge. But amazingly, 90% of sales still happen in stores, not online, according to Google.<\/p>\n<\/div>\n<\/div>\n<div class=\"post category-border category-border-industry\">\n<div class=\"post-thumbnail alignleft\"><a href=\"https:\/\/searchenginewatch.com\/2016\/06\/20\/why-retail-needs-to-prepare-for-digital-transformation\/\"><img decoding=\"async\" loading=\"lazy\" width=\"120\" height=\"90\" src=\"https:\/\/howtomakemoneyonlineasap.com\/wp-content\/uploads\/2016\/06\/searchenginewatch.comwp-contentuploadssites25201606Apple-payment-square-1024x663-120x90-9f08d40e37218a1222ee18ab6a4a78d0c0c9c4ef.jpg\" class=\"attachment-120x90 size-120x90 wp-post-image\" alt=\"Apple-payment-square-1024x663\" \/><\/a><\/div>\n<div class=\"post-info\">\n<p class=\"excerpt\">Digital transformation is disrupting industries whether we like it or not. But is the retail sector as prepared for this as it needs to be?<\/p>\n<\/div>\n<\/div>\n<div class=\"post category-border category-border-content\">\n<div class=\"post-thumbnail alignleft\"><a href=\"https:\/\/searchenginewatch.com\/2016\/06\/17\/five-of-the-most-interesting-search-marketing-news-stories-of-the-week-2\/\"><img decoding=\"async\" loading=\"lazy\" width=\"120\" height=\"90\" src=\"https:\/\/howtomakemoneyonlineasap.com\/wp-content\/uploads\/2016\/06\/searchenginewatch.comwp-contentuploadssites25201606Search-Ads-App-Store-Apple-Developer-1-120x90-e0c01bc175a2b041aa35cdda2a60c4f005f48839-4.png\" class=\"attachment-120x90 size-120x90 wp-post-image\" alt=\"Search Ads App Store Apple Developer\" \/><\/a><\/div>\n<div class=\"post-info\">\n<p class=\"excerpt\">It&rsquo;s Friday once again, and time for a round-up from the world of search marketing. This week we have App Store search <a href=\"https:\/\/searchenginewatch.com\/2016\/06\/17\/five-of-the-most-interesting-search-marketing-news-stories-of-the-week-2\/\">&#8230; read more<\/a><\/p>\n<\/div>\n<\/div>\n<div class=\"post category-border category-border-content\">\n<div class=\"post-thumbnail alignleft\"><a href=\"https:\/\/searchenginewatch.com\/2016\/06\/16\/five-ways-to-improve-the-retail-customer-journey-online-and-in-store\/\"><img decoding=\"async\" loading=\"lazy\" width=\"120\" height=\"90\" src=\"https:\/\/howtomakemoneyonlineasap.com\/wp-content\/uploads\/2016\/06\/searchenginewatch.comwp-contentuploadssites25201606Screen-Shot-2016-06-15-at-17.05.25-120x90-0d866a4ddc9ec7aae88a2c8b6a5f67885ca4c3a2-3.png\" class=\"attachment-120x90 size-120x90 wp-post-image\" alt=\"offline integration\" \/><\/a><\/div>\n<div class=\"post-info\">\n<p class=\"excerpt\">The Digital High Street 2020 Report calculates that more than &pound;150bn of retail sales are now influenced by digital.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<script type=\"text\/javascript\" charset=\"utf-8\" src=\"http:\/\/w.sharethis.com\/widget\/?wp=6.2.5\"><\/script>","protected":false},"excerpt":{"rendered":"<p>Before Vine&rsquo;s popularity declined, Vine stars had transcended the platform to become actual celebrities. How has influencer marketing changed as it&rsquo;s grown? Justin Bieber has 22 million YouTube subscribers. Rihanna has 21&nbsp;million. Katy Perry and Eminem, 18 million apiece.&nbsp;These four musicians are among the most famous people on the planet, and none of them has <a href=\"https:\/\/howtomakemoneyonlineasap.com\/9609\/the-state-of-influencer-marketing-in-2016\/\" class=\"read-more-excerpt\">Read More <i class=\"fa fa-chevron-circle-right\"><\/i><\/a><\/p>\n","protected":false},"author":256,"featured_media":9611,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_links_to":"","_links_to_target":""},"categories":[248],"tags":[],"_links":{"self":[{"href":"https:\/\/howtomakemoneyonlineasap.com\/wp-json\/wp\/v2\/posts\/9609"}],"collection":[{"href":"https:\/\/howtomakemoneyonlineasap.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/howtomakemoneyonlineasap.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/howtomakemoneyonlineasap.com\/wp-json\/wp\/v2\/users\/256"}],"replies":[{"embeddable":true,"href":"https:\/\/howtomakemoneyonlineasap.com\/wp-json\/wp\/v2\/comments?post=9609"}],"version-history":[{"count":2,"href":"https:\/\/howtomakemoneyonlineasap.com\/wp-json\/wp\/v2\/posts\/9609\/revisions"}],"predecessor-version":[{"id":9620,"href":"https:\/\/howtomakemoneyonlineasap.com\/wp-json\/wp\/v2\/posts\/9609\/revisions\/9620"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/howtomakemoneyonlineasap.com\/wp-json\/wp\/v2\/media\/9611"}],"wp:attachment":[{"href":"https:\/\/howtomakemoneyonlineasap.com\/wp-json\/wp\/v2\/media?parent=9609"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/howtomakemoneyonlineasap.com\/wp-json\/wp\/v2\/categories?post=9609"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/howtomakemoneyonlineasap.com\/wp-json\/wp\/v2\/tags?post=9609"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}