Influencer marketing 2021: what is it, when to use it, how to find the right influencrs, wht kind of influencers are there. the tools, the results

1. INFLUENCERMARKETING 2021 @KIRSTENJASSIES @INSTAPROOFNL
One Swipe,
You’re Out!

2. KIRSTEN JASSIES
SOCIAL MEDIA TRENDS
Instagram & Vlog trainer
justK.nl slideshare.net/justkirsten
#BIERFLUENCER🍺
#WROTEBOOKS📒
#SELFIEQUEEN👸
@KIRSTENJASSIES @INSTAPROOFNL

3. .
One Swipe,
you’re Out!
INFLUENCERMARKETING 2021 @KIRSTENJASSIES @INSTAPROOFNL

4. Influencers
DE SIMPELE AANNAME
INFLUENCERMARKETING @KIRSTENJASSIES @INSTAPROOFNL

5. Why influencer marketing?
•Brand awareness
•Building a (longterm) relationship with followers
•The real connection and conversation
•Contentcreation
•Traffic to your website and increase SEO
INFLUENCERMARKETING 2021 @KIRSTENJASSIES @INSTAPROOFNL

6. Youtube channel: Legends of Gaming
A solid Format with
influencers
Goal: increase brand
perception of KPN (telecom
company) amongst young men
Results:
> 64 million views (2 seasons)
> community of 400k
followers
> brand preference and
consideration doubled
INFLUENCERMARKETING 2021 @KIRSTENJASSIES @INSTAPROOFNL

7. You and your own employees, Lifecasters, Youtubers, Instagrammers, athletes,
muscicians, models etc
INFLUENCERMARKETING 2021 @KIRSTENJASSIES @INSTAPROOFNL

8. NANO INFLUENCER 0 - 5.000 followers
Small accounts with a clear goal, passion or expertise

9. MICRO INFLUENCER 5.000 - 25.000 followers
Jorg + working for Deloitte

10. MACRO INFLUENCER 25.000 - 100.000 VOLGERS
Rachel +interieur merken

11. MEGA INFLUENCER > 100.000 followers
Dylan + bank

12. INTERNATIONAL INFLUENCER > 5 million followers
Negin + Cluse watches

13. Influencer Marketing Cases

14. Foutje, bedankt

15. @followme.doc
@nicolaas_veul
The
real deal?

16. ALGORITHM: INTERACTIONS!
INFLUENCERMARKETING 2021 @KIRSTENJASSIES @INSTAPROOFNL

17. No more likes …
The talkrate (and the content of the comments)
is the most important metric to decide on the realness
and the influence of an influencer.
Is this influencer capable of starting and maintiaining
a conversation around your brand topic?
TALKRATE of a post = number of comments divided by the number of followers X1 00. Aim > 1%

18. Instagram & Influencers
INFLUENCERMARKETING @KIRSTENJASSIES @INSTAPROOFNL

19. Who do you want to reach on Instagram? And
which people do you want to talk to?
What kind of behavior do these people display:
who or what do they follow, do they post content
themselves, what does their profile say?
Research from
> Your own followers, your existing target group
> the magnifying glass, discover your potential
followers
> Hashtags, keywords that your target group uses
> Location tags, places where your target group
comes
From here you can get to know their needs, wishes
and challenges that you can answer with your
content
HOW TO RESEARCH YOUR influencers and
their TARGET AUDIENCE on Instagram
@INSTAPROOFNL @KIRSTENJASSIES

21. Who’s RELEVANT and Who’s NOT?
FASHION
INFLUENCER
FOLLOWERS
NUMBER OF
PHOTO’S
LIKE RATE TALKRATE
Negin Mirsalehi 5.1 mln 32 4% 0,03%
Chantal Janzen 1 mln 30 6% 0,09%
Monica Geuze 1 mln 6 12% 0,05%
Anna Nooshin 838.000 28 10% 0,1%
Queen of jetlags 712.000 18 6% 0,07%
Famke Louise 809.000 13 11% 0,15%
https://phlanx.com/engagement-calculator

22. BRON:
INFLUENCERMARKETING 2021 @KIRSTENJASSIES @INSTAPROOFNL

23. MARKETING: LOCATION TAGS

24. MARKETING: HASHTAGS using and“CLAIMing”
CATEGORIES
HASHTAGS
products, serives, product
categories, location,
branches, colors, materials,
people, surrounding, action
(doing what)
TOOLS
Websta.me
Iconosquare
Hastagig
APPS
Tagomatic
Hash tags
CLAIMED
#Foods4Thought
@wholefoods
#TheFrankEffect
@Frank_body
#vtwonenbijmijthuis
@vtwonen

25. Why use Tools for Influencer Marketing?
• Discover influencers based on search terms
• Relation management influencers
• Monitor influencers/campaigns/hashtags
• Measure worth of campaigns and cooperations (ROI)
INFLUENCERMARKETING 2021 @KIRSTENJASSIES @INSTAPROOFNL

26. Researching & working together with
influencers
> DIY
>BUREAUS / MANAGEMENT
For big influencers, most of them use monitoring &
tracking tools
>TOOLS & APPS
Research, monitor influencers, some have influencers
in their database to matchen companies
and/or projects
Adfactor
SocialRblz
Femmefab
Influencers hub
iameye
Blogbrains
Bloggers and brands
Social1nfluencers
RTL MCN
Hulc
LINK pizza
Join
Connect+S
Influentials network
DEPT Agency
We are First
TIM
IMA
3sixtyfive
Tinker-street (int)
Seen Connect (int)
Collabor8
Influenster
Traackr
Tapinfluence (int)

27. TOOL example: JOIN.MARKETING
INFLUENCERMARKETING 2021 @KIRSTENJASSIES @INSTAPROOFNL

28. TREND:
INSTAGRAM
is the preferred
channel for
influencer
marketing (34%)
Instagram Stories are
most popular (reels &
Tiktok are growing fast!)
INFLUENCERMARKETING 2021 @KIRSTENJASSIES @INSTAPROOFNL

29. INFLUENCERMARKETING @KIRSTENJASSIES @INSTAPROOFNL
TIKTOK

30. “After years of puzzling over Gen Z’s
love of Youtube stars and livestreamers,
the over-30 set isn’t just starting to
understand the appeal of these platforms.
Suddenly, we’re relying on them to stay
sane.”
Livestreams
INFLUENCERMARKETING @KIRSTENJASSIES @INSTAPROOFNL
Uit TIME magazine April 2020

31. And you,
what kind of
influencer are you?
slideshare.net/justkirsten
INFLUENCERMARKETING 2021 @KIRSTENJASSIES @INSTAPROOFNL