What's the future of influencer marketing?
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If there's been a big marketing buzzword in the last year it's been 'influencer marketing' - Bloggers / vloggers / internet superstars / social media celebrities / platform power users…Whatever we choose to call them, they matter. They matter because many brands believe they are the magic wardrobe-esque shortcut to reach and engage large passionate audiences who value the emotional connection they have with their online idols over and above anything that a brand says or does. But the vast majority of talks on this subject obsess over predictable areas like product placement and creating 'content'. In this presentation we explore what the future of influencer marketing might look like by asking what the future of influencer partnerships might look like, whether there should be stricter regulation and if influencers have a responsibility to great 'good' content. This presentation was originally given at a Creative Social event in April, 2015.
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What's the future of influencer marketing?
- 2. QUIZ!POPDo you know who these people are?
- 3. The Influence of Influence @tombrandy & @imjustmike
- 4. The Influence of Influence @tombrandy & @imjustmike ZOELLA, OBVS
- 5. The Influence of Influence @tombrandy & @imjustmike 8 MILLION subscribers
- 6. The Influence of Influence @tombrandy & @imjustmike
- 7. The Influence of Influence @tombrandy & @imjustmike LEWIS & SIMON AKA YOGSCAST
- 8. The Influence of Influence @tombrandy & @imjustmike 31 MILLION views (on a song about minecraft)
- 9. The Influence of Influence @tombrandy & @imjustmike
- 10. The Influence of Influence @tombrandy & @imjustmike CARLY ROWENA
- 11. The Influence of Influence @tombrandy & @imjustmike 150k subscribers
- 12. The Influence of Influence @tombrandy & @imjustmike
- 13. The Influence of Influence @tombrandy & @imjustmike LUKE CUTFORTH AKA LUKEISNOTSEXY
- 14. The Influence of Influence @tombrandy & @imjustmike 1/2 MILLION subscribers
- 15. The Influence of Influence @tombrandy & @imjustmike SOME CONTEXT FOR THOSE NUMBERS…
- 16. The Influence of Influence @tombrandy & @imjustmike 12.3M live WATCH DOCTOR WHO
- 17. The Influence of Influence @tombrandy & @imjustmike BUT ONLY 3.1 WATCH ON CATCH UP…
- 18. The Influence of Influence @tombrandy & @imjustmike THESE GUYS AREN’T ON TV, SO MOST PEOPLE OVER THE AGE OF 30 haven’t noticed
- 19. THEN THEY STARTED GETTING book deals…
- 20. The Influence of Influence @tombrandy & @imjustmike TAKEN BY SURPRISE MARKETERS HAVE BEEN A LITTLE BY THIS surprised
- 21. The Influence of Influence @tombrandy & @imjustmike 551 TALKS ON ‘INFLUENCERS’
- 22. The Influence of Influence @tombrandy & @imjustmike They are real people with a real connection to their audiences. They are able to connect emotionally with their audiences, which brands really love“
- 23. The Influence of Influence @tombrandy & @imjustmike AMAZING! A CHANCE TO connect emotionally…
- 24. The Influence of Influence @tombrandy & @imjustmike SADLY THEY JUST DID THE SAME OLD CRAP THEY’VE ALWAYS DONE BUT
- 25. The Influence of Influence @tombrandy & @imjustmike
- 26. The Influence of Influence @tombrandy & @imjustmike
- 27. WE CAN DO BETTER
- 28. CREDIT: SAATCHI SAATCHI WE CAN CREATE ROBOTS THAT LEARN HOW TO PLAY GAMES FROM GAMES VLOGGERS
- 29. The Influence of Influence @tombrandy & @imjustmike WE CAN BREAK PLATFORMS – GETTING INSTAGRAMMERS TO CREATE A STOPMOTION FILM BEFORE INSTAGRAM VIDEO WAS A THING
- 30. The Influence of Influence @tombrandy & @imjustmike IT’S A whole new world
- 31. AT HOLLER WE’VE BEEN THINKING ABOUT IT A LOT. WE RAN AN EVENT ABOUT THE RESPONSBILITY INFLUENCERS HAVE…
- 32. This chap, Rick Edwards, a broadcaster, thinks influencers have an obligation to get young people to vote
- 33. This guy, Jim Chapman an influencer, doesn’t want be forced into creating content he doesn’t want to create
- 34. MUCH MORE INTERESTING THAN HOW TO PRETEND A PRODUCT REVIEW ISN’T JUST AN ADVERT, RIGHT?
- 36. The Influence of Influence @tombrandy & @imjustmike WHAT DOES THE ACTUALLY LOOK LIKE? future QUESTION 1:
- 37. The Influence of Influence @tombrandy & @imjustmike ...copy, extend, and finally, discovery of a new form. It takes a while to shed old paradigms.“ @_scottjensen
- 38. The Influence of Influence @tombrandy & @imjustmike WHEN PLATFORMS FIRST EMERGE, WE DON’T KNOW HOW TO USE THEM, SO WE JUST COPY WHAT WE USED TO DO.
- 39. The Influence of Influence @tombrandy & @imjustmike IT TAKES TIME AND LOTS OF TRIAL & ERROR BEFORE WE TAKE ADVANTAGE OF THE PLATFORM ITSELF
- 40. The Influence of Influence @tombrandy & @imjustmike RADIO = WAS READING STUFF TV = WAS RECORDING RADIO STUFF INTERNET = WAS ONLINE BROCHURES BEDROOM CELEBRITIES = ???
- 41. ZOELLA THE POLITICAN? (it may sound silly, but….)
- 42. RONALD REAGAN 40th PRESIDENT OF USA HOLLYWOOD ACTOR
- 43. FOODTUBE RESTAURANT? COULD THERE BE A WHAT IF BRANDS HELPED THAT HAPPEN RATHER THAN JUST ASKING FOR PRODUCT REVIEWS?
- 44. WHAT HAPPENS IF YOUTUBERS CREATE THEIR OWN PLATFORM? LIKE JAY Z AND OTHERS HAVE DONE WITH TIDAL?
- 45. A YOUTUBE GAMER’S OWN GAME? THIS ACTUALLY ALREADY HAPPENED. ALMOST.
- 46. The Influence of Influence @tombrandy & @imjustmike HOLY CRAP, SHOULDN’T THIS STUFF BE, YOU KNOW… regulated? QUESTION 2:
- 47. SHOULD CONTENT BE MONITORED TO ENSURE CERTAIN POTENTIALLY DETRIMENTAL MESSAGES ARE REMOVED?
- 49. The Influence of Influence @tombrandy & @imjustmike INDUSTRYREGULATIONS 9pm watershed No junk food to kids Voluntary groups e.g. Portman OFCOM and ASA guidelines Education quota
- 50. The Influence of Influence @tombrandy & @imjustmike THE ASA HAS STARTED SLAPPING WRISTS. BUT THAT’S IT SO FAR…
- 51. WHO SHOULD BE REGULATING THIS? THE GOVERNMENT? A VOLUNTARY BODY?
- 52. The Influence of Influence @tombrandy & @imjustmike WITH GREAT POWER, SHOULD THERE BE GREAT responsibility? QUESTION 3:
- 53. The Influence of Influence @tombrandy & @imjustmike IN THE UK, TV BROADCASTERS HAVE TO PLAY PARTY POLITICAL BROADCASTS.
- 54. The Influence of Influence @tombrandy & @imjustmike VOTE! IF YOUTUBERS HAVE THE SAME REACH, SHOULD THEY HAVE TO TOO?
- 55. The Influence of Influence @tombrandy & @imjustmike HOLY CRAP, SHOULDN’T THIS STUFF BE, YOU KNOW, regulated? WHAT DOES THE ACTUALLY LOOK LIKE?future responsibility?WITH GREAT POWER, SHOULD THERE BE GREAT
- 56. CREDITS PROTAGONIST: TOM BRANDHORST - @tombrandy ANTAGONIST: MIKE PHILLIPS - @imjustmike ART DIRECTION: THE INTERNET NO INFLUENCERS WERE HARMED IN THE MAKING OF THIS PRESENTATION SADLY
- 57. IF YOU WANT TO TALK ABOUT INFLUENCERS (OR DOCTOR WHO): @tombrandy @imjustmike @hollerlondon