This document provides an overview of how brands can engage social media influencers to promote their products and services. It defines influencers as passionate content creators with engaged online audiences. Influencers can help brands reach new audiences, build awareness, and drive actions like app downloads. While brands relinquish some creative control, influencer marketing generates higher engagement than traditional ads. The document outlines best practices for identifying the right influencers, developing campaigns, and measuring success through case studies.
2. Harnessing the Power of Social Media Influencers
Social media influencers have demonstrated time
and again their unique ability to connect with an
organic, engaged audience.
This deck provides an overview of how brands and
their agency partners can better engage social
media influencers to tell a brand’s story.
7. They’re interesting AND relatable
Influencers You Probably Don’t Know
PewDiePie
YouTube Subscribers: 24.7MM+
Lifetime Video Views: 3.7B+
FreddieW
YouTube Subscribers: 6.9MM+
Lifetime Video Views: 1.1B+
MissGlamorazzi
YouTube Subscribers: 2.7MM+
Lifetime Video Views: 183MM+
Jack Vale
YouTube Subscribers: 1.1MM+
Lifetime Video Views: 206MM+
David So
YouTube Subscribers: 844K+
Lifetime Video Views: 118MM+
Tobuscus
YouTube Subscribers: 14MM+
Lifetime Video Views: 2.8B+
The Shaytards
YouTube Subscribers: 1.9MM+
Lifetime Video Views: 809MM+
Rosanna Pansino
YouTube Subscribers: 2.2MM+
Lifetime Video Views: 341MM+
8. …and speak to fans across all passion points
Influencers You Probably Don’t Know
Gaming
Action
Comedy/Music
Fashion/Beauty
Family
Comedy
Food
Lifestyle
9. Passionate content creators who have become
famous on the internet doing “internet things.”
Social Media Influencers
11. Why Do We Need Them?
Understanding Influencers
12. Help to reach a new audience
Develop a community
Encourage action
Amplify an idea or campaign
Product development
Raise brand awareness
Drive app downloads
Influence consideration
Build loyalty
Social Media Influencers Can:
13. CONSUMERS DO NOT EQUATE SOCIAL MEDIA
INFLUENCERS WITH MARKETING.
THEY SIMPLY SEE THEM AS COOL, INTERESTING,
INSPIRATIONAL, FUNNY, FASHIONABLE, TALENTED, ETC.
14. MORE IMPORTANTLY
THEIR FANS TRUST
WHAT THEY HAVE TO SAY.
...Their fans listen, take
action, and share their
posts across platforms.
When Social Media Influencers Speak...
Chester See
YouTube Subscribers: 1.5M
YouTube Video Views: 154M
Facebook Fans: 293K
Twitter Followers: 230K
Demographic: Female 13- 24
15. 92% OF CONSUMERS SAY THEY
TRUST WORD-OF-MOUTH AND
RECOMMENDATIONS FROM FRIENDS
AND FAMILIES ABOVE ALL OTHER
FORMS OF ADVERTISING.
INFLUENCER MARKETING CAMPAIGNS
DRIVE 16X MORE ENGAGEMENT THAN
PAID OR OWNED MEDIA.
1X
AVERAGE CTR OF DISPLAY BANNER:
0.10%
AVERAGE CTR OF A FACEBOOK POST:
0.14%
AVERAGE CTR OF AN INFLUENCER POST:
15%+
AVERAGE CTR
DISPLAY
BANNER
AVERAGE CTR
FACEBOOK
POST
AVERAGE CTR
INFLUENCER
POST
92% 16x
0.10% 0.14%
15%+
16. SOCIAL MEDIA INFLUENCERS AREN’T
THE ALTERNATIVES TO CELEBRITIES,
THEY ARE THE
NEW CELEBRITIES.
U.S. teenagers are more enamored with
YouTube stars than they are the biggest
celebrities in film, TV and music.
– Variety Survey
18. Gaming &
Sports Life & Style Family Entertainment
Social Media Influencers can be found across all passions
and interests
GAMING
SPORTS
TECH
XSPORTS
AUTOS
BEAUTY
HEALTH/FITNESS
FOOD
FASHION
HOME/DIY
MOMS
TOONS
FAMILY
PETS
SCIENCE
MOVIES
MUSIC
NEWS
COMEDY
ANIMATION
19. I’M EATING A #DONUT
I LIKE DONUTS
THIS IS WHERE I EAT DONUTS
HERE IS A PHOTO OF MY DONUT
HERE A DONUT MAGICALLY
DISAPPEARS
HERE I AM EATING A DONUT
MY SKILLS INCLUDE DONUT EATING
HERE’S A DONUT RECIPE
NOW LISTENING TO “DONUTS”
I’M A GOOGLE EMPLOYEE WHO
EATS DONUTS
And Across All Platforms and Channels
20. How Do Brands And Agencies Hire Them?
Identifying Influencers
21. Talent Agencies are to
Celebrity Talent...
...what MCNs are to
Influencer Talent
Multi-Channel Networks (i.e., influencer agencies)
MCNs help to identify the right influencer, manage the budgets and
impression levels, and work with the influencer to develop the content.
22. YouTube Pinterest Vine Instagram Twitter/FB Blogs
We have worked with various MCNs, which
tend to organize around specific channels
23. Are they Legitimate to the Topic?
Do they create compelling content?
• Known for creating exceptional content
• Can speak to, or is an authority
on the topic
• Active across multiple platforms
• Isn’t just a popular name, but is known for
frequent content creation
• Adheres to FTC guidelines
• Is respected - isn’t famous
• Is tonally appropriate for the brand
• Covers topics relevant to branded
campaigns/initiatives
• Trusted source among audience
• Proven to drive audience to action
(via comments, shares, like, etc.)
• Inspires audience to contribute WOM
Are they Brand Friendly?
Are they Trusted by our/their audience?
Selecting the Right Influencer
Each MCN has many influencers on their roster, so we tend to ask the
following questions when selecting an influencer.
25. When to Bring Them in the Process:
Brief Idea
Develop idea along-side
creative strategy,
co-create long form
content
Promote idea through social media, in-video
shoutouts, or use channel for custom preroll/
targeted media
Development Launch Amplify
26. Because social media influencers are creatives in their
own right, it takes achieving a balance between brand,
agency, and influencer input to achieve success.
Our Brand
Our Articulation + Their Interpretation
Their Brand
Thoughtful Brand
Integration
27. Social influencers are their own content creators. Which
means you can’t tell them exactly what to make…
You Have to Let Some Creative Control Go
BUT feedback and oversight happens at multiple stages:
• Treatments
• Developed creative
• Rough cut
• Final video
30. Monster.com
Goal: Inspire Millennials to find better with Project You
Objective: Drive Project You awareness, and drive
engagement on Project You.
Challenge: Maximize efficiency with a limited media/
production budget
31. Monster.com
Jack Vale
Total Reach/Subscribers: 1.1M+
Total Guaranteed Views: 300K+
Total Delivered Views: 670K+
Total Social Posts: 2x (Facebook &
Twitter)
Total Reach/
Followers (Social): 214.7K+
Video execution drove 4x increase in
traffic on Project You within the first week.
Average Sessions per day on Project You
were 5x higher than the two week period
leading up to video launch
32. AT&T Olympics
Goal: • Increase attribution and share of voice for AT&T
during the Winter Olympics
• Get fans to download the #ItsOurTime app and
upload their chant
• Use the #itsourtime hashtag to voice messages
of support for athletes
Objective: Move people to voice their support for Team USA.
33. AT&T Olympics
Shay Carl
1.3M subscribers
Custom Pre-roll
Custom Video Social Amplification
FineBros
10M subscribers
WheezyWaiter
540K subscribers
DudePerfect
86K Twitter
subscribers
Influencer content saw 3.7M impressions and drove
60K+ clicks to the #ItsOurTime site
35. @JayZombie
234,314 followers
Warby Parker uses prominent photography
influencers on Instagram, like @JayZombie to
share artistic photos of their product on their
own Instagram feeds.
Video saw 670K+ views and drove 4x in-crease
in traffic on Project You within the
first week
Warby Parker
Warby Parker shares content from
influencers on their own Instagram feed.
The brand also shared photos from
influencers on their Facebook and
Twitter accounts.
36. @_gabrielflores
122,520 followers
To promote it’s Nike Fuel product, Nike
sent their product to prominent photog-raphers
on Instagramers influencers like
@_gabrielflores to share their progress in
the Nike Fuel Challenge on Instagram.
Instagramers take a series of photos that
show their NikeFuel progress.
All posts tag @Nike and mention Nike-
Fuel.
Nike shares content from influencers on
their own Instagram feed.
Nike
37. Target
Joy Cho / Oh Joy!
13M followers
Target launched a design partnership
with some of Pinterest’s top pinners,
including Joy Cho, who are also top
design bloggers. The pinners created
collections that were sold in Target
and promoted the collections via their
own Pinterest boards.
Joy Cho pinned her party collection on a Pinterest board that garnered over 825k
followers. She also promoted the line across her social other social channels to
help drive awareness and buzz.
38. GE
Marcus Johns
5M followers
Jerome Jarre
6.5M followers
To celebrate Gravity Day, General
Electric invited Vine influencers,
Marcus Jones and Jerome Jarre to
join them on a Zero Gravity flight
and of course share their vines with
their followers on the platform.
Influencers shared a number vines from the flight on
their own channels, tagging General Electric.
General Electric shared the
vines on their own account.
Click to watch
Click to watch
39. HP
@finalcutking
1.8M followers
To support their #bendtherules
campaign, HP invited five Vine in-fluencers
including Zach King to
create vines using the new note-book/
tablet x360
Vines were distributed on HP’s Vine ac-count
and promoted via Twitter
And then turned into the first of its kind
:30 TV spot, made entirely of Vines
40. Key Takeaways
Understand
Influencers are relatable.
Fans trust them, listen to them, and are inspired by them.
Identify
Influencers create content across all platforms and channels.
We work with MCNs to match the right influencers with the right
brand opportunity.
Activate
Influencers can support a campaign in a multitude of ways.
They are looking to create meaningful brand interactions with
their loyal, fanatic, and passionate following.