Global or local segmentation and reach by… …specialised content type, audience, platforms, influencers, and monetisation mechanisms. What are the different components to navigate across an ever-increasing plethora of channels and platforms? What are relevant geographical and cultural considerations? Niche or global market? Jamie Searle, Director of Distribution and Content Partnerships, Brave Bison

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Copyright © Brave Bison Limited 2019. All rights, including copyright, in the content of this document are owned or controlled by Brave Bison Limited. In viewing this document, you agree that you may only use the content for information
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3. We are Brave
Bison, the social
video studio.
We work with brands, creators and platforms to create,
distribute and monetise video that’s fit for a digital world.

4. Brave Bison 4
Segmentation by platform
How the influencer ecosystem
varies by platform
Jamie Searle March 2019

5. Segmentation
x Platforms
Influencer segmentation can be done at
various levels, through audience
analytics and by content type, reach etc
That is an in depth topic and too broad
to cover in 10 mins
The following slides show why platform
segmentation matters in the early stages
of your influencer marketing strategy
Considering which platforms best suit
your target audience is helpful before
selecting influencers
5Brave Bison

6. How many Influencers are there in total?
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
YouTubeFacebook Twitter Instagram Twitch
Number of Influencers on each
platform
UK World
Source: Tubular Labs 2018: ‘An Influencer is defined as a personality, celebrity or public figure with significant social presence’
Brave Bison
• One of the first challenges in
Influencer Marketing is the huge
volumes of influencers to
choose from across platforms
• According to Tubular labs there
are 13.4 m influencers globally
and 506k in the UK
• This doesn't even consider at
Tok Tok or snapchat
• Understanding your target
audience behaviour on each
platform first is key

7. Monetisation product Facebook Instagram IGTV YouTube Twitch Snap Twitter
Advertising Revenue Share
Adbreaks
Facebook for
Creators
Tested ads in
stories
Partner program
Partner
Programme -
Pre/Mid roll
Vertical Ads –
Discover / shows
Instream
Sponsorship
Premium Subscriber Platform
Revenue (SVOD)
YouTube
premium – ad
free / music /
originals
Twitch Prime –
Ad free + Allows a
free channel
subscription
Branded content
Brand Collabs
Manager
Brand Collabs
Manager
Brand Collabs
Manager
Famebit Niche
Rights Management
Rights Manager –
limited
monetisation
Rights Manager –
limited
monetisation
Content ID
Fan ”Patronage” / subscription
Monthly
subscription
patronage $4.99 –
(US)
“Channel
Memberships”
$4.99 per month
3 Tiers - $4.99.
$9,99 and $24.99
per month
creator
subscription
Microtransactions
Facebook Stars –
paid premium
comments
Superchat
Bits / Virtual
Tipping
Merchandising support Merch store
Merchandising
functionality
Tee-sprint
Platform fragmentation of influencer growth is driven by
increased platform monetisation opportunities
Brave Bison

8. “a rational and more precise adjustment of product and
marketing effort to consumer or user requirements; it consists
of viewing a heterogeneous market as a number of smaller
homogeneous markets” – Wendell Smith, 1956
Use segmentation and targeting in influencer marketing to ‘break
the market in to bits’, starting with the platforms.
Brave Bison

9. How do you segment Influencer audiences by platform?
Demographic Geographic
Lifestyle Behavioural
Different social media
platforms and
influencers have
different age and
gender demographics
Platform and
influencer audiences
differ by global market
Communities differ by
platforms and
influencer
Interests, search and
engagement around
products differ by
platform and influencer
Brave Bison

10. Platform segmentation by age
Snapchat - Gen Z w Female Skew (60%)
Tik Tok – 55% of users are male, 40% of users are under 20 Source:
Ape App Lab globally
Trying to reach older Millennials / Gen X in US?
Brave Bison

11. Platform segmentation by geography
Source: Hootsuite & We are social, State of digital 2019: ‘Global platform users (millions)’Brave Bison
• Which markets are you targeting? For example Tik Tok is much bigger than snapchat globally
• A focus on China will see you work with influencers on QQ

12. Examples: Tik Tok in Asian markets (excl. china)
Tik Tok Global Downloads
(ex China)
Source: http://www.businessofapps.com/data/tik-
tok-statistics/
Tik Tok Google App Store
Ranking in Asian Markets vs
Insta
Source:
https://www.techinasia.com/tiktok-world
Brave Bison
Platform
penetration by
market is key:
e.g. Snapchat –
52% penetration
in Saudia Arabia,
vs 30% in
Australia and UK,
and only 5% in
Italy.

13. Platform segmentation: Lifestyle
Some platforms appeal to certain communities more than others due to their functionality, content
type and purpose. The top 10 influencers on each platform look very different.
Jay Shetty – Lifestyle, Self Help, Motivation –
plays to strengths of Facebook Watch
• 20m Facebook
• 1.8M YouTube
• 2.2M Instagram
• 120K Twitter
GreekGodx – 4th biggest
creator on Twitch UK –
Gaming specialist platform
• 700k Twitch
• 300k YouTube
• 171K Twitter
Amber Doig-Thorne – Huge with Gen Z
but v small YouTube presence
• 1.4m Facebook
• 200k Snapchat
• 415k Instagram
• 200k Tik TokBrave Bison

14. Behavioural segmentation
Is your target segment B2B?
Influencers are now impacting B2B purchasing
decisions on LinkedIn as the key hub, which has
extended to Instagram and other platforms
Goldie Chan has 35,000 LinkedIn Followers and has
done branded content deals with WeWork and Skype
On LinkedIn you generally see a smaller audience /
reach than other platforms in general - but is this reach
and engagement more valuable per view and
impression because of the spending power of her
audience?
14Brave Bison

15. Know the overall platform reach of your target influencers
when budgeting
This is key to understanding media value and
cost.
YouTube: 1m views per month, 900k subs
– German and US Skew, mostly Gen Z
female
Facebook: 197k followers
Instagram: 14m followers, 5.1m views a
month
TikTok: The most followed account with
31.5m followers!
Therefore huge budget required for
brands to collaborate with Lisa and
Lena across all platforms.
Brave Bison
Lisa and Lena

16. Thank you
PRIVATE AND CONFIDENTIAL
Copyright © Brave Bison Limited 2019. All rights, including copyright, in the content of this document are owned or controlled by Brave Bison Limited. In viewing this document, you agree that you may only use the content for information
and review purposes. Except where expressly stated otherwise, you are not permitted to copy, share, adapt or use the content of this document for any other purpose whatsoever without the prior written permission of Brave Bison Limited.