This document discusses the dominance of women in influencer marketing. Some key points: - Women make up 78% of influencers and have always had significant buying power, influencing over 80% of consumer purchasing decisions. - Micro-influencers with under 100k followers have more impact, delivering higher engagement rates of over 3% compared to 1.1% for larger influencers, and are more cost-effective. - The document provides examples of female influencers from different backgrounds and perspectives to provide nuanced and authentic stories on various topics like parenting, health, and lifestyle.

1. `
`
Influencer
Marketing:
Where Women
Rule
Bill Sloan, National Director of Shopper Marketing
Bart Smith, Lead Brand Partner

2. “
Stories told by trusted
peers, amongst like-
minded audiences,
emotionally connect and
inspire action
“
- Maria Sipka, Linqia Co-Founder

3. WOMEN
HAVE
ALWAYS
HAD THE
BUYING
POWER
80%OF CONSUMER PURCHASING
DECISIONS ARE DRIVEN BY WOMEN
SOURCE: TOP 10 THINGS EVERYONE SHOULD KNOW ABOUT WOMEN CONSUMERS; BLOOMBERG - 2018
Women influence purchasing decisions for
themselves and everyone in their households
50%
Women purchase more
than half of male
consumer goods
(including automobiles,
personal care, home
tools, and tech)
85%
The vast majority of
women say that if they
like a brand, they will
remain loyal to it.

4. Community
is within
their DNA

5. The Evolution of Influencer Marketing
2010
Democratized
influence gives
way; brands
partner with peers
vs. celebrities
2008
Celebrities + brands
lose credibility;
consumers seek
other references on
path to purchase
2011
Influencer
marketing proves
effective, but time
consuming to
execute
2012
Technology
catches up and
streamlines
execution
2018
New measurement
capabilities propel
the industry
2020

6. OF INFLUENCERS ARE
WOMEN
78%
SOURCE: HOW WOMEN ARE DOMINATING THE INFLUENCER WORLD; ADWEEK - 2019

7. Nano: < 5K
Micro: 5K - 100K
Macro - 100K - 900K+
Celebrity - 1MM+
Influencers Come in All Shapes and Sizes

8. Why is this
all
important?

9. Consumers are on
multiple devices,
channels, and platforms
DEVICES
Consumers are less
motivated by brand
messages
DISTRUST
State of the
Industry Today
Public outcry for
greater representation
and visibility
ACTIVISM

10. 1.1%
ER
ER
MICRO MACRO
MICRO
(10K-100K)
MACRO
100K-500K
MEGA
500K+
MICRO-INFLUENCE
IS POWER
RESEARCH SHOWS
MICRO-INFLUENCERS
HAVE MORE IMPACT
82%
LINQIA AVG. INSTAGRAM ENGAGEMENT VS. COST OF TALENT
3%+ 2.1% 1.1%
engagement
OF CONSUMERS HAVE A HIGHER LIKELIHOOD
OF ACTING UPON RECOMMENDATIONS FROM
MICRO-INFLUENCERS (SOURCE: EXPERTVOICE)
THINK OF MICRO-INFLUENCERS AS SALES FEEDERS!
engagement engagement
MICRO OUTPERFORMS MACRO
THEY DELIVER HIGHER
ENGAGEMENT
60%
THEY’RE MORE
COST EFFECTIVE
6.7x
THEY DRIVE MORE
SOCIAL CONVERSATIONS
22x
SOURCE:MEDIUM

11. Blog Instagram PinterestTwitter Facebook
Where These Voices Live
YouTube

12. Nuance is the Key
“
One thing
that’s important
to me about
having natural
hair is having
salon quality at
home.
- Candace
“
Location : Texas
Race : Black Or African American
Gender : Female
Age : 29
Family : 1 Kids, Ages 16
“
If you care enough
about your health
to buy organic
produce & work
out, then it’s
important you also
use natural
products at home.
- Sarah
“
Location : California
Race : White
Gender : Female
Age : 34
Family : 2 Kids, Ages 6Y To 12Y

13. Her Perspective Matters
Pregnancy &
Post-Partum
Health
Work-life
Balance
Breastfeeding
Beauty &
Personal Care
Mental
Health
Workplace
Dynamics

14. Letters to Ever
Parenting
Huntington Beach, CA
GoodTomiCha
Fashion
Greensville, SC
MaQ + Suz
Lifestyle
New York City, NY
Authentic Stories & Honest Perspectives

15. Creation QualificationAdification
Leverage Performance-tested Influencer Content

16. CASE
STUDY
185% 115% +13%
Impressions Engagement Sales Lift
Pop & Cook
Pop & Cook partnered with Linqia to leverage influencers who could drive greater
awareness for its innovative products, sold exclusively at Walmart
Delivery GoalDelivery GoalDelivery Goal

17. Be an Influencer in Your
Community
Vulnerability is key
Share your journey - not just the fun parts!
Engage with your own following
Join groups on Facebook
Connect on fast-paced channels like Twitter

18. Have more questions? Reach out to us at hello@linqia.com
Thanks for listening! Questions?