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Where will social influencer marketing go next? | Unlocking the power of social influencers | Seminar | 24 Jan 2019

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Tereza Litsa, social media manager, Lightful

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Where will social influencer marketing go next? | Unlocking the power of social influencers | Seminar | 24 Jan 2019

  1. 1. LIGHTFUL 1 Where will social influencer marketing go next? Tereza Litsa, Social Media Manager at Lightful @terezalitsa
  2. 2. LIGHTFUL 2 The future of influencer marketing
  3. 3. SLIDE NAMELIGHTFUL WWW.LIGHTFUL.COM 3
  4. 4. 4LIGHTFUL Starting early
  5. 5. WWW.LIGHTFUL.COM LIGHTFUL 5 More than a trend
  6. 6. Five influencer marketing trends LIGHTFUL WWW.LIGHTFUL.COM 6 Defining influencers Using the right platform Regulatory changes Increasing investment Trust and authenticity
  7. 7. LIGHTFUL WWW.LIGHTFUL.COM 7 •Celebrities (More than 1m followers) •Influencers (More than 100k followers) •Micro-influencers (10-100k followers) •Nano-influencers (up to 10k followers) 1. Changing definition of influencers
  8. 8. 8LIGHTFUL WWW.LIGHTFUL.COM Too many influencers Source: Influencer DB 81% of all influencers are micro- influencers (15k-100k followers)
  9. 9. LIGHTFUL WWW.LIGHTFUL.COM 9 •Cost-effective •Easier to reach •Engaging content •Authentic presence •Relatable content •Higher chances to work with an organisation that they are interested in supporting Why are micro-influencers popular?
  10. 10. LIGHTFUL WWW.LIGHTFUL.COM 10 •How many followers do they have? •How engaged are their followers? •What’s their target audience like? •Does their tone of voice fit with your messaging? •How often do they work with brands and other charities? •Are they willing to collaborate without monetary rewards? •Do they have a niche focus? •Is there a chance of having a closer connection with your cause? Questions to ask when choosing influencers
  11. 11. LIGHTFUL WWW.LIGHTFUL.COM 11 •Instagram •Youtube •Facebook •Twitter •Snapchat 2. Picking the right platform
  12. 12. 12 Instagram will grow even more LIGHTFUL WWW.LIGHTFUL.COM Source: Influencer DB
  13. 13. LIGHTFUL WWW.LIGHTFUL.COM 13 •Disclose a financial relationship between a brand and an influencer •Make the disclosure easy to see •Sponsored tags are still considered an endorsement •Disclosure is important on all content types and channels (e.g. Stories) 3. Regulatory changes
  14. 14. LIGHTFUL WWW.LIGHTFUL.COM 14 Source: Influencer DB Spotting a sponsored post
  15. 15. LIGHTFUL WWW.LIGHTFUL.COM 15 •By 2020, the influencer marketing industry will reach $10 billion •More time spent on finding the right influencer •More tools to analyse someone’s real influence 4. Increased marketing spend
  16. 16. LIGHTFUL WWW.LIGHTFUL.COM 16 •Growth in followers •Improved engagement •Increased shares •Social media buzz •Web traffic generated •Press coverage Measuring ROI of influencer marketing
  17. 17. LIGHTFUL WWW.LIGHTFUL.COM 17 Trust will become more important. Authentic content and transparency can improve trust. •25% of UK millennials have made a purchase after seeing an endorsement from an online influencer* •57% of 18-24-year-olds feel that influencers share the same interests as they do** •50% of 25-34-year-olds engage with influencers that feel real and authentic in the way they communicate** 5. Trust and authenticity ** Fullscreen/Shareable* SurveyMonkey
  18. 18. Five influencer marketing trends LIGHTFUL WWW.LIGHTFUL.COM 18 Defining influencers Using the right platform Regulatory changes Increasing investment Trust and authenticity
  19. 19. LIGHTFUL WWW.LIGHTFUL.COM 19 Go beyond the number of followers to pick the right influencers Work with influencers in your most engaging channels Be transparent with the partnership even if it’s not a paid one Takeaway tips Measure the success of the collaboration Find influencers who might have an affinity for your organisation Learn from your mistakes
  20. 20. Thank You. tereza@lightful.com @terezalitsa
  21. 21. 24 January 2018 London #CharityInfluencers Unlocking the power of social influencers
  22. 22. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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