SlideShare a Scribd company logo
LIGHTFUL 1
Where will social influencer
marketing go next?
Tereza Litsa, Social Media Manager at Lightful
@terezalitsa
LIGHTFUL 2
The future of influencer marketing
SLIDE NAMELIGHTFUL
WWW.LIGHTFUL.COM
3
4LIGHTFUL
Starting early
WWW.LIGHTFUL.COM
LIGHTFUL 5
More than a trend
Five influencer marketing trends
LIGHTFUL
WWW.LIGHTFUL.COM
6
Defining
influencers
Using
the right
platform
Regulatory
changes
Increasing
investment
Trust and
authenticity
LIGHTFUL
WWW.LIGHTFUL.COM
7
•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
8LIGHTFUL
WWW.LIGHTFUL.COM
Too many influencers
Source: Influencer DB
81% of all
influencers
are micro-
influencers
(15k-100k
followers)
LIGHTFUL
WWW.LIGHTFUL.COM
9
•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?
LIGHTFUL
WWW.LIGHTFUL.COM
10
•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
LIGHTFUL
WWW.LIGHTFUL.COM
11
•Instagram
•Youtube
•Facebook
•Twitter
•Snapchat
2. Picking the right platform
12
Instagram will grow even more
LIGHTFUL
WWW.LIGHTFUL.COM
Source: Influencer DB
LIGHTFUL
WWW.LIGHTFUL.COM
13
•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
LIGHTFUL
WWW.LIGHTFUL.COM
14
Source: Influencer DB
Spotting a sponsored post
LIGHTFUL
WWW.LIGHTFUL.COM
15
•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
LIGHTFUL
WWW.LIGHTFUL.COM
16
•Growth in followers
•Improved engagement
•Increased shares
•Social media buzz
•Web traffic generated
•Press coverage
Measuring ROI of influencer marketing
LIGHTFUL
WWW.LIGHTFUL.COM
17
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
Five influencer marketing trends
LIGHTFUL
WWW.LIGHTFUL.COM
18
Defining
influencers
Using
the right
platform
Regulatory
changes
Increasing
investment
Trust and
authenticity
LIGHTFUL
WWW.LIGHTFUL.COM
19
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
Thank You.
tereza@lightful.com
@terezalitsa
24 January 2018
London
#CharityInfluencers
Unlocking the power of
social influencers
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

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