The document discusses influencer marketing and its benefits for brands. It notes that influencer marketing can complement traditional content strategies by encouraging conversation and sharing of information. The main objectives of influencer partnerships are to raise brand awareness, create content, improve brand perception, and drive purchases. While content marketing focuses on a brand creating its own content, influencer marketing involves partnering with online influencers who have built audiences and credibility. The document provides statistics on influencer marketing usage and provides tips on identifying the right influencers, compensating them, creating effective content, and measuring results.

2. Custom content created by influencers can
complement your brand’s content strategy
because they both encourage conversation, the
sharing of information and opinions

3. Influencer Marketing Has Been Around For a Long Time!

4. The main objectives of an influencer partnership are:
General Brand awareness
Content Creation & Distribution
Improved Brand Perception
Driving Purchase Consideration

5. What are the
differences between
content & influencer
marketing?
Source: Influencer Marketing Hub

6.  75% of ANA members stated that their company is currently using influencer
marketing
 Of those using influencers, 43% stated that their company is planning to increase
influencer marketing budgets over the next 12 months
 Of those respondents not currently using influencer marketing, 27% plan to begin in
the next 12 months
 58% of marketers are working with fewer than 25 influencers
 66% of brands using influencer marketing have used mid-level influencers and 59%
have partnered with micro-influencers
 34% use mid-level influencers for the majority of their influencer marketing
Source: 2018 ANA Survey Report
Influencer Marketing Statistics

7. Most Common Influencer Compensation
 Licensing/Rights – payment for use of their likeness or trademarks
 Pay-Per-Post – set fees per post on each available social channel:
Instagram, Snapchat, YouTube, Facebook or multi-platform deals
 Free Product as Payment
 Commission Based
 One-Off Deals
 Product Placement

8. Core Pillars to a Successful Influencer Campaign
Reaching a Relevant Audience
Individual
Engagement
Collaboration
Putting It All Out There

9. Macro vs Mid or Micro Influencers
Brands can benefit from partnering with influencers
with various audience sizes:
Micro-influencers: 50 to 25,000 followers
Mid-level influencers: 25,0001 to 100,000 followers
Macro-influencers: over 100,000 followers
Macro-influencers:
• Offer more reach
• Higher partnership costs
• Celebrity influencers may lack consumer
credibility
Mid-level and micro influencers:
• Tend to be trusted more by their
followers
• Higher engagement rates.
 Inexperience can lead to legal
problems
 Require more direction to avoid going
off-brand
Ideal influencers should average
between a 0.5% and 2% click-
through rate from a campaign

10. Source: Influencer Marketing Hub
2019 Top Authentic Influencers Ranking in the US

11. Types of Influencer Content
Hero Video Content
Evergreen Content
Platform-Specific Content
Branded Content

12. Tips For Working With Influencers
 Avoid working with influencers that focus on only grabbing attention for themselves
to increase their number of followers. Outrageous content will only pull the attention
away from your brand and not tell the story you are trying to convey
 Brand Fit – How will my brand message sound coming from this influencer? What is
this influencer passionate about? Does my brand share their interests or passions?
 Due Diligence – Look for inflated follower counts and review their past and present
content
 FOLLLOW THE LAW – recent influencer scandals have led to more regulation and
positive steps in ensuring credibility in influencer marketing

13. ROI Measurement Tools
 Affiliate Links
 Tracking Pixels
 Promo Codes
 Impressions
 Time Spending Viewing
 Positive Sentiment
 Shares
 Brand Lift
 Click-through rates
 Google Analytics
 Organic Search Visibility (SEO)
 SALES RESULTS!

14. PLAN FOR SUCCESS
Influencers should speak to the brand’s audience, make the brand proud to be his
or her sponsor and have the right guardrails in place to succeed.
An influencer campaign shouldn’t be your entire content marketing strategy,
can greatly enhance it in the long term and generate much needed buzz to gain
new fans and new customers.
Blog post summary created by Alan Ibarra for UCSD Content Marketing