Influencer Marketing for Brands (eBook)

What YouTube and Instagram Can Teach You About the Future of Digital Advertising

Aron Levin (Autor)

eBook Download: PDF

2019 | 1st ed.
XIV, 161 Seiten
Apress (Verlag)
978-1-4842-5503-2 (ISBN)

Infos

In the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing-currently utilized with great success on Instagram and YouTube-is not a short-lived fad, but a tectonic shift for the future of digital advertising. It's the way of the future, and the responsibility is on business leaders to keep up.

Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. Like finding the right talent, tracking and measuring results and quantifying how this new marketing opportunity aligns with the overall strategy. Influencer Marketing for Brands is the field guide for the digital age. After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. He provides you with valuable insights that help you eliminate guesswork and avoid common mistakes. More importantly, he shows you how to turn influencer marketing into a scalable and sustainable marketing channel.

The digital media landscape grows more complicated by the hour, and influencer marketing is no exception. Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples.

What You Will Learn

• Plan effective influencer marketing campaigns using a simple 3-step formula
• Create top performing YouTube videos that drive website traffic, app installs and sales
• Understand what to pay for influencer marketing and how much you should invest if you're just starting out

Who This Book is For

Marketing and agency professionals, influencers and content creators, marketing students, those who are looking for more effective forms of advertising and are generally interested in understanding the new and evolving digital media landscape.

With a passion for technology, marketing and sales, Aron Levin co-founded Relatable to empower millions of content creators from all over the world. Clients include large consumer brands like Adobe, Google, Ralph Lauren, Chiquita and Heineken, but also brave direct-to-consumer startups like Lifesum, Bioclarity and MVMNT.

Aron is also known for his background at King Digital Entertainment (Maker of Candy Crush and 100+ other games) where he led Advertising Operations and in his role as Director, Growth at music-streaming service Spotify. He spends his time in Los Angeles, California and Stockholm, Sweden with his wife and two kids. He is also the author of The Content Marketing Calendar and the Relatable Inner Circle Newsletter that is published weekly to 70,000+ marketing professionals.

Inhalt

Contents 5
About the Author 6
Introduction 7
Chapter 1: Origins 13
From changemaker to tastemaker 13
Contextual relevance and aspirational lifestyle 14
Chaos ensues in London 15
The Consumer Revolution 16
Chapter 2: People Are Media Companies 18
Meteors fall to Earth all the time 21
A glass half full 22
The democratization of media 23
A walk down the Walk of Fame 24
The best time to plant a tree 26
Astronauts and pirates 27
Conclusion 28
Chapter 3: Influence Is an Outcome, Not a Profession 30
The three levers of influence 31
Audience size 32
Affinity 33
Strength of relationship 33
Leaders and followers: Social media influencers as early adopters 34
Innovators (2.5%) 35
Early adopters (13.5%) 35
Early majority (13.5%) 36
Late majority (34%) 36
Laggards (16%) 36
Diffusion of innovations among social media influencers 39
Do you trust your doctor? 41
Finding the right creators 43
Owning your talent pool 46
The talent pool framework 47
A two-way street 50
From commodity to valuable asset 51
The power of the long tail 52
Chapter 4: The Art and Science of Creativity 58
14 proven creative executions on Instagram 60
Creative strategy 1: Single Feed Post Campaign 61
Creative strategy 2: Story-Only Campaign 62
Creative strategy 3: Pairing Feed Posts and Stories 62
Creative strategy 4: Multi-post Campaign (Ambassadorship) 63
Creative strategy 5: Amplifying Brand Experiences 64
Creative strategy 6: Burst Campaigns 64
Creative strategy 7: Going Live for Maximum Authenticity! 65
Creative strategy 8: Supporting Hero Brand Campaigns 65
Creative strategy 9: Driving Consideration Through Polls 66
Creative strategy 10: Hyper Local Campaigns 67
Creative strategy 11: Swipe-Up Lead Generation 67
Creative strategy 12: Real-Time Recruitment 68
Creative strategy 13: Creating Content for Ads 68
Creative strategy 14: Using Influencers as Talent 69
The creative strategy scorecard 69
Nine proven creative executions on YouTube 71
Product Tutorial/Demo Video 72
Product Review, Hauls, and Unboxing Videos 72
Lookbook 73
Memes and Comedy Sketch 74
Game Play 75
Brand/Product Shout-Out 75
Favorites 75
Writing an effective brief 75
Brief template 76
The YouTube creator’s creative brief 79
Objective 79
Insight 79
Style and messaging 79
Deliverables 80
Inclusions 80
Creative control 80
Word of mouth 80
Seven principles of word of mouth 81
Principle 1. Solving a problem 83
Principle 2. Making it easy to talk about 83
Principle 3. Feel good to share 84
Principle 4. Evoke a sense that the world is an amazing place 84
Principle 5. Starting a conversation 85
Principle 6. Relevance to your core target audience 86
Principle 7. Exceeding your expectations 86
Amplifying a dialog that’s already taking place 87
How to pinpoint what’s driving your organic growth 88
Chapter 5: Creator-Centric Strategies 90
What creators expect 91
Consistency, creativity, and community 94
Value beyond pay 94
Brand and campaign examples 96
Sugar Bear Hair 96
YouTube Music 96
Adobe 97
Revolve Clothing 97
Museum of Ice Cream 97
What creators want: Determining factors for brand partnerships 98
Values and personal brand alignment 98
There’s no such thing as a free lunch 100
Industry rates 101
Set clear payment terms 103
Chapter 6: 1:1 Relationships at Scale 106
Theory of Constraints 107
The 80-20-80-20 strategy 108
1:1 relationships at scale, with 80% less work 110
Constrained by communication 111
Step 1: Set up a dedicated email address 111
Step 2: Kill your inbox 112
Step 3: What the FAQ do you want? 114
Step 4: Cash rules everything around me 115
Not too little, not too much 118
Step 5: Let’s fire up the engines 119
Step 1. Create a table 120
Step 2. Import to your email service provider 122
Step 3. Create and send your email 122
Step 6: Who’s coming to your party? Répondez, s’il vous plaît! 124
Répondez, s’il vous plaît 124
Step 1: Capture responses 125
Step 2: Call to action 126
Step 7: Other considerations 127
Chapter 7: The Four-Step Influencer Marketing Framework 129
Step 1: Marketing objective, target audience, and definition of success 130
Question 1: What is your primary marketing objective? 130
Conversion is the outcome, not the strategy 131
Question 2: Who is your target audience? 132
Question 3: What is your definition of success? 133
The four campaign types 134
Attention campaign 134
Interest campaign 135
Action campaign 136
Content campaign 137
The disconnect between marketing objectives and KPIs 138
Step 2: The right campaign strategy 141
Step 3: Creativity, creators, and content 142
Creativity 142
Creator selection process and type of content 143
Step 4: Budget, targets, and media planning 144
Budgets 144
Targets 146
The Four-Step Influencer Marketing Framework cheat sheet 147
Chapter 8: Measuring What Matters 149
The longevity of distribution on YouTube 152
Amplify your influencer marketing with branded content ads 154
Frauds, fakes, and rise of the bots 156
1. The right audience 157
2. Authentic engagement 157
3. Beyond vanity metrics 158
Glossary 159
Index 168

Produkt-Details

• Erscheint lt. Verlag: 30.11.2019
• Zusatzinfo: XIV, 161 p. 22 illus.
• Sprache: englisch
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Journalistik
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Brand Ambassadors • Celebrity endorsement marketing • Content Marketing • Digital Advertising • Facebook advertising • Finding Influencers • influencer marketing • Influencer Marketing on Instagram • Influencers on Instagram • Influencers on YouTube
• ISBN-10: 1-4842-5503-8 / 1484255038
• ISBN-13: 978-1-4842-5503-2 / 9781484255032