Entering 2018, influencer marketing is still one of the hottest topics on every marketer's mind. The industry is continuing to grow and showing no signs of changing pace anytime soon. That said, as the industry continues to evolve there are many misunderstandings that exist between brand marketers and influencers. And it’s these misunderstandings that prevent campaigns from being able to reach their full potential. In an effort to clear the air, Carusele and TapInfluence partnered together and surveyed over 750 Influencers in order to gain a better understanding of the life of an influencer and how they view the industry today. Now, we’re giving brands a chance to hear the most valuable insights that resulted from this survey during an exclusive on-demand webinar. Carusele’s Amanda Fuquay and TapInfluence’s Francesca Cruz host this event, alongside three influencer panelists, to dive into the many tips that can help marketers improve their 2018 influencer marketing strategies.

1. WEBINAR
10 INFLUENCER
INSIGHTS TO GUIDE
YOUR STRATEGY
IN 2018
HOSTED BY CARUSELE AND TAPINFLUENCE
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2. TODAY’S SPEAKERS
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Amanda Fuquay
Senior Campaign Strategist
Carusele
Francesca Cruz
VP, Customer Success and Partnerships
TapInfluence
#InfluencerWebinar

3. TODAY’S PANEL
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Brandi Jeter Riley
Mama Knows it All
Amber Day
Amber Day Fitness
#InfluencerWebinar
Janise Burrafato
Mama in Heels

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of marketers found their influencer
marketing campaigns to be effective
of marketers report influencer
content outperforms brand-created
content
of marketers plan to increase their
influencer marketing budgets in 201839%
92%
51%
INFLUENCER MARKETING IS CRUCIAL FOR 2018
#InfluencerWebinar

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Influencer Marketing has risen to be a
multi-billion dollar industry.
Instagram alone is expected to pay influencers over 1B in 2018
Instagram Influencer Marketing Doubled
in 2017.
Influencer posts on IG nearly doubled to a little more than 1.5M posts
worldwide between 2016 and 2017, with posts generating about 1B
"Likes" globally in 2017
INFLUENCER MARKETING IS CRUCIAL FOR 2018
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6. HOWEVER…
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…AS THE INDUSTRY
EXPANDS THERE ARE
STILL MANY
MISUNDERSTANDINGS
THAT EXIST BETWEEN
MARKETERS AND
INFLUENCERS.
INFLUENCERS

7. Want to watch the on-demand recording of this webinar?
Download the video HERE
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8. THE SURVEY
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790 PARTICIPANTS
90%
10%
25 44 75%
60%

9. TIP #1
BLOGS AREN’T
GOING ANYWHERE
What is your favorite channel to use for branded content?
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Blogs continue to be a favorite medium for
influencers, with 36% of influencers choosing it as
their favorite channel to use for branded content.
Furthermore, blog content continues to be more
than half of the content produced in the TapInfluence
platform for brand collaborations.

10. TIP #2
INSTAGRAM A
CLEAR WINNER
FOR ENGAGEMENT
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A 2016 Altimeter study ranked Facebook as the
most important platform to Marketers and second to
influencers. Now, the industry has been reporting
high engagement rates for Instagram, surpassing its
parent channel. Influencers are seeing this as well
(39% report Instagram generates the highest
amount of engagement) which is most likely why the
channel is their second favorite medium.
Which channel generates the highest amount of
engagement for your branded content?

11. TIP #3
INFLUENCERS
NEED TO BE
COMPENSATED FAIRLY
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FREE PRODUCT DOESN’T CUT IT ANYMORE
Influencers cited low compensation as the biggest
challenge when working with brands (53% of them).
This has been a pattern in the industry for some
time. In July 2016, an Altimeter study reported that
42% of influencers cited “not offering adequate
compensation” as one of the biggest mistakes
brands and agencies make when working with them.
What is the biggest challenge when working with a brand?

12. TIP #4
BALANCE
DIRECTION WITH
CREATIVE FREEDOM
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15% of influencers say lack of creative freedom is a
challenge, while 13% cite lack of clear guidelines as
a challenge. It’s evident that influencers want a clear
brief that lets them accurately represent your brand,
while still giving them the creative leeway to produce
work in their own style and voice.
What is the biggest challenge when working with a brand?

13. TIP #5
FOCUS LESS ON
CELEBRITIES AND
MORE ON THE
POWER MIDDLE
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Less than 5% of influencers surveyed have more
than 800K in total reach, however over 60% survey
fell into the in the 10K-150K range. Not only is the
“micro-influencer” more common, but they see the
highest engagement rates over all other types of
influencers. That said, ensure you’re partnering with
influencers that have a relation to the audience
you’re trying to reach AND the objectives you’re
looking to accomplish.
What is the size of your social following?

14. TIP #6
SNAPCHAT IS NO
INFLUENCER’S
FAVORITE PLATFORM
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Meanwhile, SnapChat is no influencer’s favorite
medium. This is likely due to the platform’s lack of
investment in creators, which they acknowledge in
their Q3 2017 earnings call. This is something aims
to change.
What is the size of your social following?

15. TIP #7
INFLUENCERS
WON’T WORK WITH
EVERY BRAND
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When reaching out to an influencer who doesn’t
already have a strong affinity for your brand (like
launching a new product) it’s crucial to help them
understand the product benefits and why it’s
relevant to their audience. 85% require this if you
want them to write about a new product.
If approached by an unfamiliar brand, what would make
you more inclined to work with them?

16. TIP #8
DON’T
UNDERESTIMATE
THE FTC
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Just 57% say brands work with them all of the time
to ensure FTC compliance, 34% say most of the
time. More than 30% say it’s unlikely anything would
happen to an influencer who ignored FTC
guidelines. This is likely due to the fact that, while
some celebrity influencers have been slapped on
the wrist by the FTC, “power-middle” influencers
believe it is unlikely that they will be targeted.
How often do the brands you work with require you to
comply with relevant FTC guidelines?

17. TIP #9
IN IT FOR
THE LONG HAUL
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97% of influencers surveyed want to continue with
the career as long as it’s a relevant industry.
How long do you currently plan to continue working as an
influencer?

18. TIP #10
INFLUENCERS
JUGGLE MANY
SOURCES OF WORK
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Influencers are getting opportunities from many
different places, working directly with brands, the
brand’s agencies, influencer networks, and
influencer technology platforms. They’re also
working on multiple campaigns at one time, with
68% of those survey stating that they work on 3+
campaigns on average in a typical month.
How many separate campaigns do you work on in a typical
month?

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QUESTIONS?

20. WEBINAR
THANK YOU
FOR YOUR
TIME.
We hope you
enjoyed this webinar.
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