1. 2021 Social Media
Advertising Series
The New Approach to Audience in Today’s Privacy Landscape
10am PT / 1pm ET
How TikTok’s Authenticity Impacts the Customer Journey
10:50am PT / 1:50pm ET
Creative & Storytelling Across Social Channels
11:40am PT / 2:40pm ET
Maximize Your Influencer Strategy
12:30pm PT / 3:40pm ET
Leverage Real-Time Purchase Intent to Boost Sales
1:20pm PT / 4:20pm ET

2. Maximize Your
Influencer Strategy:
The Ever-Reliable
Social Marketing Tool

3. Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Submit questions for live Q&A
Download relevant resources
Recording & slides will be
sent tomorrow
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Join our poll questions
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4. Some of
our clients
Our
Recognition
Tinuiti is the largest independent performance
marketing agency across the triopoly.

5. Our Speakers
KATY LUCEY
Director, Paid Social
STEPHEN KERNER
Director, Growth Media

6. Agenda
● The ‘why’ behind influencer marketing
● Sourcing and activating influencers
● How to amplify influencer content
● Q&A
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7. Poll Question
How are you using influencers today?
● Just for organic reach and brand awareness
● For user generated content
● To reach a new audience via paid media
● Affiliate only
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8. The ‘Why’
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9. 9
Influencer Marketing is a Necessity
89% of marketers say ROI
from influencer marketing
is comparable to or better
than other marketing
channels
(MediaKix)
Up to 68% of marketers use
influencer marketing as a
tactic.
(Emarketer)
User generated content lifts
brand engagement and
conversion rates for users
on the fence about a
product
(SproutSocial)
Brands see an average
earned media value of $5.20
per dollar they spend on
influencer marketing
(Influencer Marketing Hub)

10. Why are we leaning so heavily into influencers?
As a result of the pandemic, the rise of
“everyday influencers” has lead to
sharp increase in the adoption of
influencer marketing.
Consumers look to these creators as
trusted brand advocates and because
of this can drive significant increases
in a brand awareness for these
companies.

11. Why influencers are important - now more than ever.
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● 70% of teen subscribers think Youtubers are
more relatable than celebrities
● 50% of consumers will take some action
after reading a positive review
● 84% of companies plan on working with a
social media star in the next year

12. How to find the right
influencers for your brand
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13. Discovering a Match is the Hardest Part
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Finding a match
● 61% Of Marketers Struggle To Find The Best Influencers For A Campaign - Media Kix
There are many different avenues to engage and activate Influencers.
● Reach out to them
● They reach out to you
● Platforms
● Talent Companies
● PR Firms
● Etc.
How do you know which influencers are a match?

14. Discovering a Match is the Hardest Part
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15. Discovery Match Process
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Discovery Strategy
● What is the Ideal Target Audience’s
○ Demographic
○ Interest
○ Location
● What does the Influencer have to have
○ Brand voice/tone match
○ Noteable stats
○ Desirable Creative
● Where can we find these Influencers
Client Audience Data
Discovery Partners Data
Ideal Influencer Type

16. Influencers that have a
strong affinity to beauty.
Content theme is 90%
beauty related.
Have a mix of influencer types
Beauty
Influencers that show an
affinity to both beauty &
Fashion.
For Example, they may
talk about their skin care
routine but also have
OOTD content
Beauty &
Fashion
Influencers that have a strong
affinity to Fashion. Content is
all about styles, different
looks, accessories, ect.
Fashion
Influencers that have a strong
affinity to all things travel
related. It may be places to go,
food to eat, travel tips, ect.
Travel
Influencers that
have a showcase
what they are
passionate about.
Lifestyle
Influencers that have a strong
affinity to both fashion &
travel. Content might be
centered around fashion while
traveling mixed in with
content around different
cultures fashion.
Fashion &
Travel
Influencers that have a
strong affinity to both
Traveling and a particular
lifestyle. Content could be
centered traveling with
kids or stylized travel
content with mixes of
fashion.
Travel &
Lifestyle
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17. Multiple Channel Reach
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By leveraging the right influencer and right
strategy, Influencer Marketing can drive annual
incremental sales at a rate of 11x vs.
traditional digital advertising due to the broad
reach of one powerful voice.
Tejeda Ruiz (Dulce Candy)

18. How to activate with
influencers
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19. Find the mix of partners that are going to deliver -
Example
● Strong Instagram
network
● Excels with a
specific niche.
● Specialize in Scale
● Can hire and coordinate
a large number of micro
Influencers
(Talent Agency)
● Has a smaller roster
of high-end
influencers.
● These influencers are
typically strong on
multiple channels.
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Partner A Partner B Partner C

20. How to amplify influencer
content
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21. Influencers can
drive results...
One of the most common pain points for marketers
who leverage influencer marketing is the ability to
track back an impact on the business to be able to
gauge a proper ROI.
Through testing, the Tinuiti paid social team has an
approach on how to leverage these assets to move
the need for clients business goals.

22. 22
...but you have to think full funnel
Awareness
Consideration
Intent
Conversion
New Site Visitors
Landing Page Views
Purchase
Subscribe
Reach
Branded Search Lift
Email Sign Ups
Add to Carts
Influencers are a full funnel
marketing tactic, IF:
You properly traffic and optimize your ads
You properly track and attribute traffic
You properly track and attribute sales

23. Think about who you want
to reach – and where they
spend their time

24. Where is there opportunity to amplify influencer content
Amplify creators
posts or use
branded content
ads with in-deed
ads and in Stories
paired with
Facebook’s
audience targeting
to reach new
potential
customers.
Connect with
influencers who
are active on
Pinterest to
generate authentic
content to target
with affinity
keyword segments
and lookalikes.
Partner with
influencers on
sponsored a Lens
or filter to drive
engagement
throughout the
funnel. Brands can
also utilize
influencer content
with Snap Story or
Snap Ads.
Creator
marketplace
allows for low
barrier to entry for
brands
Brands can
connect directly
with creators on
TikTok to find
partners that will
resonate with their
audience.
Leverage creators
videos for
YouTube
placements.
Whether that is
pre-roll, bumper
in-stream, ect.
Youtube’s
conversion driven
campaigns and
Influencer content
are a powerful
combination
Re-purpose
creators UGC to
create authentic
feeling display
ads. Pulling in
number of likes
and comments
into these aads,
adds a layer of
social proof and
familiarity leading
to an elevated
display ad.

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Here are the strategies we pull together for clients...
Work with Influencers and
Creators to develop content
for your brand that can be
leveraged across paid
campaigns on Instagram,
Snapchat, & TikTok.
Combined influencer UGC
throughout promotional
pushes. Leverage text
overlays to add additional
messaging and urgency.
Generate unique promo
codes for influencer
content used across
platforms to tie back ROI
directly to influencer
campaigns.
Leverage Influencer ads to
retarget your site visitors
who have yet to make a
purchase. This approach
allows a more authentic
“product review” style
creative to help support
your brands value props.

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… and this is the impact we see
A women’s clothing brand leveraged
influencer-generated creative during
a promotion and saw a 9x increase
in revenue which led to a 48 percent
increase in ROAS, when compared to
more brand-heavy creative which
was run at the same time.
Tinuiti worked with a partner to tap
into relevant influencers that would
drive acquisition of net-new
customers for a high-end bedding
line, resulting in a 71 percent
increase in ROAS and a 39 percent
lower CPA, when tested against
evergreen creative.
One wellness brand saw 69 percent
of paid social order volume came
from influencers during a test flight.
The team utilized text overlays on top
of influencer content to include key
call outs on top of the UCG provided
by the creators, which also drove a
34 percent increase in ROAS.
Increase in
ROAS
48%
Decrease in
CPA
39%
Of order
volume
69%

27. Key
Takeaways
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3
4
Align on a measurement plan prior to
influencer activation
Match your target audience with the
influencers audience.
Test multiple categories of Influencers.
Prioritize platforms where your target
audience is spending time

28. Schedule Your
Consultation
with a Paid Social
Expert

29. Q&A

30. Thank you!

31. 2021 Social Media
Advertising Series
The New Approach to Audience in Today’s Privacy Landscape
10am PT / 1pm ET
How TikTok’s Authenticity Impacts the Customer Journey
10:50am PT / 1:50pm ET
Creative & Storytelling Across Social Channels
11:40am PT / 2:40pm ET
Maximize Your Influencer Strategy
12:30pm PT / 3:40pm ET
Leverage Real-Time Purchase Intent to Boost Sales
1:20pm PT / 4:20pm ET