Tereza Litsa, social media manager, Lightful Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. LIGHTFUL 1
Where will social influencer
marketing go next?
Tereza Litsa, Social Media Manager at Lightful
@terezalitsa

2. LIGHTFUL 2
The future of influencer marketing

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Starting early

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LIGHTFUL 5
More than a trend

6. Five influencer marketing trends
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Defining
influencers
Using
the right
platform
Regulatory
changes
Increasing
investment
Trust and
authenticity

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•Celebrities (More than 1m followers)
•Influencers (More than 100k followers)
•Micro-influencers (10-100k followers)
•Nano-influencers (up to 10k followers)
1. Changing definition of influencers

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Too many influencers
Source: Influencer DB
81% of all
influencers
are micro-
influencers
(15k-100k
followers)

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•Cost-effective
•Easier to reach
•Engaging content
•Authentic presence
•Relatable content
•Higher chances to work with an
organisation that they are
interested in supporting
Why are micro-influencers popular?

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•How many followers do they have?
•How engaged are their followers?
•What’s their target audience like?
•Does their tone of voice fit with your messaging?
•How often do they work with brands and other charities?
•Are they willing to collaborate without monetary rewards?
•Do they have a niche focus?
•Is there a chance of having a closer connection with your cause?
Questions to ask when choosing influencers

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•Instagram
•Youtube
•Facebook
•Twitter
•Snapchat
2. Picking the right platform

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Instagram will grow even more
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Source: Influencer DB

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•Disclose a financial relationship
between a brand and an influencer
•Make the disclosure easy to see
•Sponsored tags are still considered
an endorsement
•Disclosure is important on all content
types and channels (e.g. Stories)
3. Regulatory changes

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Source: Influencer DB
Spotting a sponsored post

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•By 2020, the influencer marketing
industry will reach $10 billion
•More time spent on finding the
right influencer
•More tools to analyse someone’s
real influence
4. Increased marketing spend

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•Growth in followers
•Improved engagement
•Increased shares
•Social media buzz
•Web traffic generated
•Press coverage
Measuring ROI of influencer marketing

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Trust will become more important. Authentic content
and transparency can improve trust.
•25% of UK millennials have made a purchase after
seeing an endorsement from an online influencer*
•57% of 18-24-year-olds feel that influencers share the
same interests as they do**
•50% of 25-34-year-olds engage with influencers that
feel real and authentic in the way they communicate**
5. Trust and authenticity
** Fullscreen/Shareable* SurveyMonkey

18. Five influencer marketing trends
LIGHTFUL
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Defining
influencers
Using
the right
platform
Regulatory
changes
Increasing
investment
Trust and
authenticity

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Go beyond the number of followers
to pick the right influencers
Work with influencers in your
most engaging channels
Be transparent with the partnership
even if it’s not a paid one
Takeaway tips
Measure the success of the
collaboration
Find influencers who might have
an affinity for your organisation
Learn from your mistakes

20. Thank You.
tereza@lightful.com
@terezalitsa

21. 24 January 2018
London
#CharityInfluencers
Unlocking the power of
social influencers

22. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk