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State of the Influencer Economy - May 2017

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In April 2017, 8M influencers drove 759B video views. In 2017 every marketer must have an influencer strategy. It's an essential component of the media mix and a key way to reach millennial and Gen Z audiences. This presentation analyzes the trends around influencers in social video, the most successful campaigns, and tips for how marketers can harness the power of social video influencers.

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State of the Influencer Economy - May 2017

  1. 1. influenceTHIS May 17,2017 The State of the Influencer Economy
  2. 2. Allison Stern Co-Founder & CMO Tubular
  3. 3. In April 2017, 8M Influencers Drove 759B Video Views Source: Tubular
  4. 4. 57% of consumers have made a purchase based solely on an online influencer recommendation Source: Good Relations PR Study
  5. 5. In 2017 every brand must have an influencer strategy Create 300+ Videos/Year Partner to Create branded content Partner with Influencers Digital Video 30 Second Ads Table Stakes Above & Beyond
  6. 6. Influencers dominate the online video ecosystem 7.9M Influencers Current Monthly views 759B Avg. views per video 27K Engagement rate 2.1X 33K Media & Ent. Current Monthly views 180B Avg. views per video 113K Engagement rate 1.3X 45K Brands Current Monthly views 24B Avg. views per video 117K Engagement rate 1.2X
  7. 7. 86% 87% 12% 11% 2% 2% Q1 2016 Q1 2017 Data: YouTube channels with an average of 100,000+ monthly views in Q1 2017. Over 320,000 channels generated more than 100K views in Feb. 2017 Source: Tubular Labs Influencers represent 87% of monthly views on YouTube Share of Views by Creator Type | Q1 2017 Channels with 100K+ Monthly Views Media CompaniesInfluencers Brands
  8. 8. Growth of Sponsored Video
  9. 9. Top Influencer Sponsored Video in the Last 90 Days
  10. 10. Dude Perfect 2x Views of Official Trailer in Week Before Opening
  11. 11. Test Your Influencer IQ
  12. 12. www.tubularlabs.com/leaderboards
  13. 13. Top April 2017 Influencers in Canada
  14. 14. In the gaming industry, 97% of views come from influencers Video UploadsViews Tubular Data: 2016 Annual Brand vs. Influencer Breakdown Engagements Data: Uploads in the last year (2/2/16– 2/2/2017) as of 2/2/17 All brand channels are YouTube channels associated with an official company.
  15. 15. Brands successful at video understand & utilize the ecosystem • Who are the rising stars in my vertical? • What are the content trends in my industry or surrounding my product? • Who are my fans and what are they watching?
  16. 16. Tubular’s 5 Principles of Influencer Marketing 1. Evergreen not Viral 2. Bethany Mota not Tina Fey 3. Program for the Platform 4. Spend on Promotion not Production 5. Learn, Iterate, Advance
  17. 17. Evergreen not Viral 1. Evergreen not Viral 2. Bethany Mota not Tina Fey 3. Program for the Platform 4. Spend on Promotion not Production 5. Learn, Iterate, Advance
  18. 18. Evergreen not Viral
  19. 19. Bethany Mota not Tina Fey 1. Evergreen not Viral 2. Bethany Mota not Tina Fey 3. Program for the Platform 4. Spend on Promotion not Production 5. Learn, Iterate, Advance
  20. 20. Bethany Mota not Tina Fey
  21. 21. The Next Bethany Mota not Bethany Mota
  22. 22. The many types of influencers © 2016 Tubular Labs 24 Subscribers or Followers CATEGORY CELEBS TOP PERFORMERS RISING STAR Views in the previous month 30 day Subscriber Growth (%) Partner with up-and- coming talent for maximum ROI Maximize message resonance with trending Creators and content Link with established Influencer to leverage their brand equity and reach
  23. 23. 30-Day Sub Growth: 31% Fabulous Hannah: Rising Star
  24. 24. Program for the Platform 1. Evergreen not Viral 2. Bethany Mota not Tina Fey 3. Program for the Platform 4. Spend on Promotion not Production 5. Learn, Iterate, Advance
  25. 25. Program for the Platform YouTube • Kids Content • Music Facebook • Food • News Instagram • Sports • Celebrities Vine • Sports • Vine Stars
  26. 26. Find YOUR Trend
  27. 27. Success is at the intersection of video trends & your brand Trend Your Brand
  28. 28. Success is at the intersection of video trends & your brand YouTube Trends Your Brand Facebook Trends Your Brand Twitter Trends Your Brand
  29. 29. Spend on Promotion not Production 1. Evergreen not Viral 2. Bethany Mota not Tina Fey 3. Program for the Platform 4. Spend on Promotion not Production 5. Learn, Iterate, Advance
  30. 30. Spend on Promotion not Production
  31. 31. Learn, Iterate, Advance 1. Evergreen not Viral 2. Bethany Mota not Tina Fey 3. Program for the Platform 4. Spend on Promotion not Production 5. Learn, Iterate, Advance
  32. 32. Testing & Optimization Leads to Success AwesomenessTV Early Subscriber Growth
  33. 33. 35 Overall Stats & Performance | October to December 2016 Smosh Games PlayStation (US) Campaign Performance Videos 4 Views 2.8 M Avg. Views (V30) 643 K Avg. Views (V30) Lift Relative to PlayStation +181% Data: Videos uploaded between October 1st, 2016 and December 31st, 2016. Average “lift” is total campaign views, compared to total views from videos uploaded by PlayStation in same time range. Total Views as of January 18th, 2017. Source: Tubular Labs © 2017 Tubular Labs Measure to show your success: views
  34. 34. Measure to show your success: audience transfer 36Note: Percent of unique engagers to engage with each channel. This is based on Tubular data samples (not 100% inclusive) Source: Tubular Labs (Data as of 2/29/2016) Audience Overlap Unique Engagers % of audience also engaged with Rosanna Pansino % of audience also engaged with Yolanda Gammp Before Sponsored Campaigns 7K 21% 18% After Sponsored Campaigns 24K (+17K) 34% (+61%) 28% (+55%)
  35. 35. Download Today’s Presentation
  36. 36. Be in the know. Get the data. All of it. Tubular is the worldwide leader in video intelligence. Our industry leading technology and insights help you get more from your talent, content, and sponsorship investments.
  37. 37. We empower the companies creating the future of video • Media companies • Brands & Agencies
  38. 38. Tubular Intelligence For brands & agencies Work with the right influencers. Get more views & engagement for less spend. www.tubularlabs.com/learnmore
  39. 39. Allison Stern allison@tubularlabs.com Thank You

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