While the influencer marketing industry has been around for over a decade, there are still many unanswered questions marketers have. Because of this, we hosted a webinar-style Q&A event designed to answer marketers questions about the industry, starting with the answers to the top 5 questions we're most frequently asked: - Do “influencers” actually influence anyone? - Does an influencer have to use a disclosure such as #ad? - Isn’t bigger better? Why wouldn’t I use the biggest influencers I can afford? - Can I use influencers for B2B marketing? - How do I protect my brand when working with influencers? Enjoy this presentation as well as the valuable influencer marketing resources linked at the end. If you have any other questions, reaching out to us at www.carusele.com

1. Influencer Marketing Q&A
*Content examples shown from actual Carusele client campaigns

2. Housekeeping
© 2020 Carusele - Proprietary and Confidential 2
Jim Tobin
Founder and President @jtobin
Erin Ledbetter
Senior Vice President @socialsheek
Your Questions
Submit your questions in the chat window of the dashboard panel. We hope to have enough time to
answer all your questions.
Recording Provided
We are recording today’s session and will provide all registrants with a copy via the email address you
used when you registered.

3. About Carusele
© 2020 Carusele - Proprietary and Confidential
200+ Completed Influencer Programs and 40+ Industry Awards for Influencer Marketing in 5 Years

4. © 2020 Carusele - Proprietary and Confidential
Top 5 Questions
1. Do “influencers” actually influence anyone?
2. Does an influencer have to use a disclosure
such as #ad?
3. Isn’t bigger better? Why wouldn’t I use the
biggest influencers I can afford?
4. Can I use influencers for B2B marketing?
5. How do I protect my brand when working
with influencers?

5. #1. Do influencers actually influence anyone?
© 2020 Carusele - Proprietary and Confidential
YES!
And for many audiences,
even more than traditional
marketing channels.
of TOTAL media consumption
(radio, TV, print, social media) now
goes to online influencer content
19%
of people who discuss brands online
do not follow those brands
96%
Sources: Media Consumption | Influencer Marketing Stats
YouTube Influencers are more likely
to influence than Celebrities

6. Influencers support product research
© 2020 Carusele - Proprietary and ConfidentialSources: Influencer Marketing Stats

7. Recommendations drive consideration
© 2020 Carusele - Proprietary and ConfidentialSources: Influencer Marketing Stats

8. #2. Do they have to disclose our relationship?
© 2020 Carusele - Proprietary and Confidential
any type of relationship with the brand
disclosure must be clear and conspicuous
YES!

9. But I didn’t pay them!
© 2020 Carusele - Proprietary and ConfidentialSource: FTC – Disclosures 101
• Did you give him free product or a trial?
• Is she your sister-in-law?
• Does he work for you?
• Did you ask her “for a favor”?
When in doubt, just disclose!

10. #3. Bigger = Better! Right?
© 2020 Carusele - Proprietary and Confidential
Power Middle
CelebsSocial-celebsMacrosMicros
1M+ 5M+5K-20K
Source: Edelman Trust Barometer, 2018
Nanos
<5K
Janes & Joes
250K-1M20K-150K
REACH
$$$$COST
JANES
&
JOES
NANOS
SOCIAL
CELEBS
CELEBS
$
BestROI

11. What are you paying for?
© 2020 Carusele - Proprietary and Confidential
PRODUCTION
PLACEMENT
PERSONA

12. #4. What About for My B2B Marketing Plan?
© 2020 Carusele - Proprietary and Confidential
Staff
Less likely to have “professional-focused” accounts
Can’t take the work (employer or industry related)
Leadership
May have professional-focused accounts
Don’t have the time
Likely can’t take the work (employer or industry related)
Owners
Natural entrepreneurs
Time = Money
Still might not take the work (industry related)
Certain industries / influencer
types are just off limits
May be prevented by industry ethics (explicit or
implied) and the need to keep their impartiality in tact
May lack authenticity / trust due to perceived personal
benefit or lack of believability
• Ex. Dr. (a real one, not Dr. Oz) promoting medicine
• Ex. A financial planner promoting investments
• Ex. A beauty mogul promoting another brand’s
product
Your influencer’s “day job” matters!

13. You’ll need a good budget
© 2020 Carusele - Proprietary and Confidential
Avg. cost per thousand
followers in 2019
B2C
$281.00
$5.72
B2B

14. #5. How Do I Protect My Brand?
© 2020 Carusele - Proprietary and Confidential
Set Clear Expectations
✓ In writing
✓ Bullets and checklists
✓ Formatting is your friend
A Binding Contract
✓ Includes expectations about
assignment and unrelated behavior
✓ Delivery dates
✓ Be fair and respect the creator
Monitor for Compliance
because people don’t read

15. Questions?
>> Contact Us Today <<

16. Resources For You
© 2020 Carusele - Proprietary and Confidential
▪ Elements of a Good Influencer Contract
▪ How to Amplify Influencer Content with Paid Media
▪ 5 Influencer Marketing Best Practices to Follow Amid COVID-19
▪ Evaluating Influencer Performance: 5 Things to Consider
▪ What's a Good Influencer CPM?
▪ How Long Should Your Influencer Marketing Campaign Run?
▪ 33 Questions to Ask Your Influencer Marketing Agency Before
Signing a Contract
▪ Is It Easy to Measure Influencer Marketing for eCommerce?
▪ 10 Most Common Mistakes in an Influencer Marketing Campaign
▪ FTC Compliance Cheat Sheet for Influencer Marketing
Click the image or article link to navigate to each resource

17. Thank You!