tag:econsultancy.com,2008:/topics/influencer-marketing Latest Influencer marketing content from Econsultancy 2017-06-23T12:58:09+01:00 tag:econsultancy.com,2008:BlogPost/69191 2017-06-23T12:58:09+01:00 2017-06-23T12:58:09+01:00 Five lessons retailers can learn from Wayfair’s Instagram channel Nikki Gilliland <p>The brand has consistently grown its audience across Facebook, Twitter, and Instagram, with the latter platform seeing particularly high levels of engagement. From October to November 2016, the Wayfair US Instagram channel accounted for 84% of the brand's total social engagement for the period. </p> <p>So, what can other retailers learn from its strategy? </p> <p>Here’s a run-down of why I think Wayfair is an example worth following. </p> <h3>Create consistency (but keep it fresh)</h3> <p>The home and interiors category is a saturated space, especially on visual discovery sites like Pinterest and Instagram. With stiff competition from big global brands like <a href="https://econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative/" target="_blank">IKEA</a> and West Elm, plus the increasingly popular channels of design and style bloggers - it can be hard to stand out.</p> <p>The biggest challenge is to create a consistent feed without becoming repetitive or dull.</p> <p>Consistency on Instagram is important for creating a point of difference - it can help brands establish a unique and recognisable identity. Many often use colours or tones that reflect their overall branding in order to do so. Art retailer <a href="https://www.instagram.com/desenio/?hl=en">Desenio</a> is one example, using a combination of blues, dark green, grey, and monochrome in the majority of its posts. This helps users recognise the brand and allows for a much more seamless and visually pleasing experience.</p> <p>If posts are too similar, however, it can soon become a negative. With many Instagram users typically engaging with posts directly in their news feed, similar or repetitive posts could eventually be ignored over time.</p> <p>Desenio is also guilty of this on occasion. And while I personally enjoy its style, I can see how the below screenshot of consecutive posts could appear monotonous.</p> <p><img src="https://assets.econsultancy.com/images/0008/6912/Desenio.JPG" alt="" width="780" height="255"></p> <p>While <a href="https://www.instagram.com/wayfair/?hl=en">Wayfair</a> occasionally uses imagery matching its core colours of yellow and purple, it has chosen to go with an overarching bright and colourful theme, meaning it is not limited to a reduced palette. As well as colour, it also uses a variety of different types of posts, ranging from standard beauty shots of interiors to animals and other more lifestyle orientated photos.</p> <p><img src="https://assets.econsultancy.com/images/0008/6913/Wayfair_Insta.JPG" alt="" width="780" height="524"></p> <p>This is perhaps a reflection of its expansive product range. Unlike Desenio, which only sells art, Wayfair sells mattresses, storage, rugs and a whole array of home furnishings. However, even when posting similar images, Wayfair still ensures variety and difference in order to capture user interest.</p> <h3>Engage and respond</h3> <p>While Instagram is a less communicative platform in comparison to the likes of Twitter or Facebook, it is still important for brands to engage with users and respond to comments. </p> <p>One way Wayfair helps to prompt user engagement is through its photo captions – some of which ask questions or promote discussion points. Others involve whimsical or humorous comments, but again, it tends to always be varied.</p> <p><img src="https://assets.econsultancy.com/images/0008/6914/Wayfair_dog.JPG" alt="" width="780" height="501"></p> <p>With Instagram’s algorithm favouring posts that generate high levels of engagement, comments and likes can be effective for ensuring high or boosted visibility.</p> <p>Meanwhile, <a href="https://econsultancy.com/blog/68715-what-does-a-community-manager-do-and-what-skills-do-they-need/" target="_blank">effective community management</a> on Instagram also involves responding to user queries and comments. </p> <p>Wayfair does this by directly replying, offering helpful tips and suggestions to satisfy users and promote loyalty. By reassuring customers or simply pointing them in the right direction, it is able to increase positive sentiment about the brand. </p> <p><img src="https://assets.econsultancy.com/images/0008/6915/Wayfair_response.JPG" alt="" width="780" height="503"></p> <h3>Make users feel valued</h3> <p>Instagram famously instils ‘FOMO’ in users, with many brands using slick and beautiful imagery to instil desire for a product or lifestyle. While Wayfair does this – it also takes steps to ensure its brand is also accessible and attainable. </p> <p>One way is through <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/" target="_blank">user generated content</a>, with the brand’s Instagram description asking users to share their own photos of Wayfair products for the chance to be featured online. </p> <p><img src="https://assets.econsultancy.com/images/0008/6916/Description.JPG" alt="" width="750" height="405"></p> <p>As well as diversifying its feed, this type of content promotes a sense of authenticity, helping others to imagine how their own homes might look instead of merely viewing products from the perspective of the brand. Perhaps even more importantly, this also makes those selected users feel special, helping to strengthen the connection between brand and consumer. </p> <p>User generated content is not the only way it does this. Wayfair also uses exclusive competitions, sales and discounts to provide extra value for Instagram followers. It recently used the platform to tease an exclusive series of upcoming sales on its app, prompting users to take action. </p> <p>While posts like these can potentially take away from the aforementioned design consistency – and poses the danger of appearing too sales-driven – Wayfair manages to strike a good balance by only doing it every so often. </p> <p><img src="https://assets.econsultancy.com/images/0008/6918/Wayfair_app.JPG" alt="" width="780" height="495"></p> <h3>Make it discoverable </h3> <p>According to <a href="http://get.simplymeasured.com/rs/simplymeasured2/images/InstagramStudy2014Q3.pdf" target="_blank">research</a>, posts which include at least one Instagram hashtag generate on average 12.6% more engagement than those without. </p> <p>Hashtags can help to collate user generated content, like in the case of #wayfairathome, but they’re mostly used to aid discovery. Wayfair often uses hashtags related to product categories, such as #serveware or #summercooking, and while these sound rather niche – it means the brand will become visible to users searching for specific inspiration or products.</p> <p>This falls in line with the view that the more specific the search, the more likely the person is to actually convert to a buying consumer.</p> <p><img src="https://assets.econsultancy.com/images/0008/6923/serveware.JPG" alt="" width="780" height="442"></p> <p>That being said, Wayfair doesn’t stick to only product-related tags. It often uses those related to trending or popular topics. And although it’s also guilty of using random and somewhat pointless hashtags this adds to its quirky and slightly humorous identity.  </p> <p>It’s not only the content itself that needs to be discoverable. As Instagram <a href="https://econsultancy.com/blog/68485-what-marketers-need-to-know-about-instagram-shopping/" target="_blank">becomes increasingly shoppable</a>, product links can help make the user eperience much more seamless, allowing users to easily make the transition from browsing to buying. </p> <p>Wayfair does think by using Like2Buy – a platform that allows users to find and shop the items featured in an Instagram channel. With 60% of Instagrammers saying they learn about products and services on the app, this means users can directly access them without asking in the comments or endlessly searching the main site. </p> <p><img src="https://assets.econsultancy.com/images/0008/6919/Like2Buy.JPG" alt="" width="780" height="612"></p> <h3>Capitalise on influence</h3> <p>Wayfair has a history of using influencer marketing to spur on its social strategy. In 2015, it even launched a conference called HeartHome specifically to foster collaboration between the brand and bloggers.</p> <p>Its Instagram channel is no different, of course, with the brand regularly featuring content involving and created by influencers. It does not necessarily partner with the most obvious or popular people, instead choosing <a href="https://econsultancy.com/blog/69161-micro-influencers-how-to-find-the-right-fit-for-your-brand/" target="_blank">micro-influencers</a>, or those with a mid-level following, for higher levels of authenticity. </p> <p>This more targeted approach extends to the audience, too. Wayfair often works with personalities from TV shows such as the Bachelorette and Pretty Little Liars, drawing on the typically female fan base of these programs. A post featuring actress Shay Mitchell was one of the most popular posts of last year, demonstrating that influencers have the power to generate high levels of engagement. More specifically, how this can be increased when the influencer is aligned with the brand, its audience, and their interests.</p> <p><img src="https://assets.econsultancy.com/images/0008/6920/Shay_Mitchell.JPG" alt="" width="780" height="496"></p> <h3>In conclusion…</h3> <p>While Wayfair’s Instagram account is by no means the biggest, it is an impressive example of how to capture and engage a community around a core theme.</p> <p>Other brands owned by Wayfair, such as Joss &amp; Main and Dwell Studio have also rolled out similar Instagram activity – a sure-fire sign that the strategy is effective for generating social growth.</p> <p>And while the home furnishings category is arguably more aligned to the visual nature of Instagram than others, Wayfair shows why a mix of creativity, usability, and customer insight should be at the heart of any social strategy.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68262-three-innovative-examples-of-instagram-ux-hacks/" target="_blank">Three innovative examples of Instagram UX hacks</a></em></li> <li><a href="https://econsultancy.com/blog/67856-four-delicious-examples-of-food-drink-brands-on-instagram/" target="_blank"><em>Four delicious examples of food &amp; drink brands on Instagra</em>m</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69197 2017-06-23T09:24:15+01:00 2017-06-23T09:24:15+01:00 “It was a great campaign. It cost me $2M”: A discussion on EMV and social media measurement Nicolas Chabot <p><strong>Me:</strong> I would love to understand how you measure success on social and especially on your influencer programmes.</p> <p><strong>CMO:</strong>  Ideally, we’d like to find a simple and easy number that management can relate to, and we are looking to use Earned Media Value as a core KPI to measure success there, including on influencer relations. We see that some of our competitors even use EMV in their communication with financial analysts.</p> <p><strong>Me:</strong> Really? Interesting. It sounds like an updated Advertising Value Equivalent from the PR world. At a time when leading communication associations such as AMEC are now officially discarding AVE, is it not contradictory to push an equivalent metric into the new digital world ? </p> <p><strong>CMO:</strong> I understand your challenge. EMV however is seen as a simple, understandable number that is also easily comparable among brands or regions. We really need some way to quantify all this great organic content the teams are generating, and we believe it’s a good and easy way to put a value on it all. It also gives a sense of ROI to the investment we make to grow our earned media presence.</p> <p><strong>Me:</strong> Measuring success of your brands on social in a consistent way is indeed absolutely critical.  It’s interesting you say ‘value’. But thinking about how you typically measure success on communication activities - if someone asks you about your latest TV campaign, would you typically respond: “Yes, it was great! It cost me $2M”?</p> <p><strong>CMO:</strong> No, of course not! We would use “target coverage” and “repeat” as core KPIs to measure the efficiency of the media plan and then awareness and attribution as key outcomes for example.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/6972/sharp-1844964_1920-blog-flyer.jpg" alt="" width="470" height="314"></p> <p><strong>Me:</strong> That seems to make sense. So I am wondering why you would try to measure your success on social media through a measure of cost? How can costs be a success measure then? To compound this; EMV is not a real cost, It supposed to be the equivalent cost of purchasing such content whereas the value of such content lies in the fact you cannot buy it. </p> <p><strong>CMO:</strong> And what about paid posts where we can actually ‘buy the content’? </p> <p><strong>Me:</strong> OK, so…. practically, how would you calculate EMV? What is your methodology for putting a $ to a retweet or an Instagram post? Are you assuming that $ value is identical for all your brands?  </p> <p><strong>CMO:</strong> The methodology seems a little unclear to be honest, and does seem to change wildly month on month, which makes benchmarking difficult. Some vendors seem to be able to come up with standardised numbers to value a publication or an engagement. In the end the important thing is that the same approach is used across all competing brands so that our “share of EMV” remains a valid concept.</p> <p><strong>Me:</strong> I can understand how a single metric would be useful internally, but it concerns me that some companies would communicate a KPI to financial analysts that they wouldn’t be able to explain, even on a “market share” basis.</p> <p>On the same topic, I was reading a post on LinkedIn the other day by a marketing executive at a global car company, quoting “I normally value a “like” on Facebook or Instagram around €0.3-0.4, while I give more value to a “share” because it generates more engagement among other users so I value it around €2-3”.</p> <p>Does this mean that if I like or share an influencer post, I immediately create €2-3 of value ? If yes… I want that money!</p> <p>(laughs)
</p> <p><strong>CMO:</strong> Well, yes, it guess it’s not real $. It is a “theoretical value”. But what would you recommend as a valuable way to measure success on social media then?</p> <p><strong>Me:</strong> When we work with clients, we help them develop their measurement framework using the <a href="https://amecorg.com/how-the-barcelona-principles-have-been-updated/">Barcelona principles</a> and AMEC’s recommendations. In particular we try to focus on the impact of communication. We’d generally advise against single ‘black box’ metrics that aren’t clearly understandable. </p> <p>For influencer programmes, we believe “engagement” is a very strong proxy of impact for example. But this metric only makes sense if you track it in the overall context of the objectives of your brand: are you trying to build awareness? Advocacy? Generate traffic to your web assets? Leads for your sales team? It’s not an easy or quick conversation, but one we’d love to have ;)</p> <p><strong>CMO:</strong> I see.</p> <p><em><strong>More on social media measurement and influencer marketing:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/">The Rise of Influencers</a></li> <li><a href="https://www.econsultancy.com/blog/69144-measuring-social-media-roi-case-studies-stats-that-prove-it-s-possible">Measuring social media ROI: Case studies &amp; stats that prove it’s possible</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69189 2017-06-22T10:09:00+01:00 2017-06-22T10:09:00+01:00 A closer look at WWF’s social strategy Nikki Gilliland <p>I recently followed up with Alice to find out more about WWF's wider strategy. Here's what I discovered. </p> <h3>The role of social</h3> <p>As <a href="https://econsultancy.com/blog/69105-three-social-media-lessons-from-wwf-s-earth-hour/">my previous article</a> on WWF's Earth Hour probably made clear, social is not a singular focus for the charity - but something that feeds into every element of its digital strategy. This means it views each and every digital touchpoint – from its Facebook page to its main site – as an opportunity for people to discover more about the charity and its work. In turn, social also provides an opportunity for WWF to tell its story, grow its community, and find out more about its audience. </p> <p>Social is not only key to the user journey, but a vital way for the charity itself to capitalise on valuable data from new and existing supporters. </p> <p>So then, what does it do with this insight?</p> <p>As Digital Engagement Manager for WWF International, it is Alice’s job (among many others in the team) to ensure the charity is able to guide its digital supporters into taking action. Whether it's sharing a Facebook post, signing up to an e-action (a WWF petition) or joining Earth Hour – WWF is focused on making it as easy and intuitive as possible for people to get involved. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FWWF%2Fposts%2F10154695476481305%3A0&amp;width=500" width="500" height="671"></iframe></p> <h3>Local and global content</h3> <p>A lot of the issues WWF focuses on - such as climate change, wildlife crime, or ocean conservation - are global in scale. However, these issues also have very stark local impacts, with the interest of users often dependant on where they live. As such, even though WWF is a global network – with national offices all around the world and over 6,500 staff – it plans content at a local level in order to be most relevant and compelling for local audiences. </p> <p>Of course, that does not mean it limits followers to just local issues. WWF’s large global network also offers the audience opportunity to discover its work in places thousands of miles from their doorsteps. The current #savethevaquita campaign – a movement to save the world’s smallest porpoise found only in the Upper Gulf of California in Mexico – is just one example of this.</p> <p>Only recently, the Mexican government announced they are taking the necessary steps to help stop the most endangered marine mammal from going extinct. It was a combination of local and international support which truly drove the change. The campaign generated a lot of support from celebrities around the world, most notably from Leonardo DiCaprio, who is also a WWF-US board member.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">“This is not a problem only unique to Mexico"-<a href="https://twitter.com/WWF">@WWF</a> Jorge Rickards explains why we need to <a href="https://twitter.com/hashtag/savethevaquita?src=hash">#savethevaquita</a> in <a href="https://twitter.com/NatGeo">@NatGeo</a><a href="https://t.co/2jL41PNeAH">https://t.co/2jL41PNeAH</a></p> — WWF Media team (@wwf_media) <a href="https://twitter.com/wwf_media/status/874253364170825728">June 12, 2017</a> </blockquote> <h3>Experimenting with Viber</h3> <p>In terms of specific areas of focus, WWF works across the major social media channels of Facebook, Twitter, and Instagram. However, the charity is not averse to venturing outside of the big three. It also recently began experimenting with Viber, launching on the messaging app in time for Earth Day. This allowed users to send free stickers to friends, use public chat, and even talk to an adventure chatbot that aimed to engage a younger audience on important topics. </p> <p><img src="https://assets.econsultancy.com/images/0008/6902/Viber.JPG" alt="" width="500" height="368"></p> <p>WWF has amassed 2.5m followers on Viber since the launch – evidence that the charity is able to adapt its strategy to suit various platforms and demographics. </p> <p>When it comes to measurement and metrics such as KPIs, Alice suggests that it is usually content dependent. For certain types of content, the charity might focus on engagement levels, while for others it might aim for conversion (e.g. a user signing a petition), website visits, or comments and responses.</p> <h3>Social data and demographics</h3> <p>Alongside differing metrics, WWF is also aware that each channel tends to attract a different demographic. Consequently, the charity tailors its messages to varying audiences where it can. This is not only due to the varying concerns of different age groups – but the differences in how they respond to certain calls to action. </p> <p>For example, an older demographic might have more money to support fundraising efforts or show more interest in signing up to emails. On the other hand, a younger audience might be more interested in galvanising their local community or joining a creative competition, such as the one launched this year for Earth Hour, which challenged young people to make a video about how climate change affects them.</p> <p>Again, data is a big focus for WWF. As a non-profit organisation, social data in particular allows the charity to generate the best ROI on digital activity. The charity uses a weekly review schedule to measure content across all channels, in order to see what is performing best and where. It also regularly conducts user surveys and asks for feedback from supporters about what types of content they like the most. </p> <p>Similarly, while WWF used micro-influencers for Earth Hour 2017, Alice mentioned that the charity hopes to <a href="https://econsultancy.com/blog/69161-micro-influencers-how-to-find-the-right-fit-for-your-brand/" target="_blank">capitalise on influencers</a> more widely in future to better understand how to reach its audience on the issues that matter most to them: </p> <blockquote> <p>As an NGO (non-governmental organisation), our supporters are our biggest strength and we are keen to hear from them as much as we can.</p> </blockquote> <h3>Trends and innovation</h3> <p><a href="https://econsultancy.com/blog/66620-10-inspiring-content-marketing-examples-from-charities/">Charities often seem particularly innovative</a> when it comes to social campaigns, perhaps more so in comparison to other industries. Alice mentioned that this might be due to the fact that, when budgets are constrained, creativity tends to flourish. But it's also true that social is a medium for emotional stories – this is something the charity sector happens to have in bucket-loads. </p> <p>When you combine this with WWF’s evident passion for the cause, it’s unsurprising that campaigns like Earth Hour create more impact with each passing year.</p> <p>In 2017, 187 countries and territories joined the Earth Hour movement, with the hashtag eventually trending in over 30 countries. As a result, WWF witnessed both individuals and organisations calling for stronger climate policy in seven countries, and over 100,000 people changed their profile picture and used Facebook to shine a light on climate action.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fearthhour%2Fphotos%2Fa.10150097338104436.279450.6867084435%2F10154593926999436%2F%3Ftype%3D3&amp;width=500" width="500" height="548"></iframe></p> <h3>So, what’s next for WWF?</h3> <p>When it comes to the next big trend in social, Alice cited <a href="https://econsultancy.com/blog/69146-five-things-we-learned-from-launching-a-facebook-messenger-chatbot/" target="_blank">AI in social messaging</a>, i.e. chatbots. </p> <p>By giving people real-time responses to issues, Alice suggests that AI will enable organisations like WWF to better use their resources, all the while improving the audience's experience. Whether or not the charity sector can overcome most of the current chatbot pitfalls – such as limited technology and user apathy – remains to be seen. However, if there’s one charity that sets a goal and sticks to it – it’s this one.</p> <blockquote> <p>AI is pretty exciting right now and the possibilities are endless. I appreciate that people are worried about how it might affect us in the long-term, and it is disruptive. However, I think that AI could prove to be beneficial in many applications - particularly in social media.</p> </blockquote> tag:econsultancy.com,2008:BlogPost/69161 2017-06-16T09:11:52+01:00 2017-06-16T09:11:52+01:00 Micro-influencers: How to find the right fit for your brand Nikki Gilliland <p>More to the point, will the micro-influencer bubble eventually burst?</p> <p>Here’s a short recap on the benefits micro-influencers can bring, the challenges, as well as how to connect with the right ones for your brand.</p> <h3>What are the benefits of using micro-influencers?</h3> <p><strong>Lower costs:</strong> Before we get into the potential results of micro-influencer campaigns, there’s no denying that one of the biggest benefits is that the approach is far less costly than using celebrities or well-known influencers. It is therefore a much more viable solution for smaller brands looking to expand their reach on social platforms, or simply those that are still unsure whether it is worth large-scale investment.</p> <p>Without high costs, brands can use multiple micro-influencers for a single campaign, which could also increase the chances of success.</p> <p><strong>Better targeting:</strong> While some influencers might have a huge audience, the chances are that a large portion of that audience will be less engaged. People might typically follow an influencer because they’ve heard of them in the media or through others, but not really have a long-term or invested interest in their content.</p> <p>In contrast, users are much more likely to follow a micro-influencer due to a real or more authentic appreciation of their channel – which in turn, means they’re going to be heavily invested or engaged in whatever they post in future.</p> <p><strong>Long-term results: </strong>With greater authority in a certain industry, micro-influencers are intrinsically more authentic. Their opinions tend to be more trusted and valued by their audiences, meaning they are also able to build loyal relationships with followers. Essentially, this means that brand relationships are more likely to yield longer-term results – as opposed to a flash in the pan effect generated by a larger influencer. </p> <h3>What are the downsides? </h3> <p><strong>Requires more effort:</strong> One of the biggest downsides is the logistics involved. Often, multiple micro-influencers will be required to create a campaign of similar scale to that involving just one or two big influencers. </p> <p>As a result, these campaigns require heavy amounts of planning and co-ordination to ensure that everything runs smoothly. This means more resources and a longer timeline before the campaign comes to fruition.</p> <p><strong>Instagram-focused:</strong> While Instagram is not the only channel where influencers are used, it is by far the biggest. This means that brands who do not use Instagram – or who do not see much success from it – will be shut out or unable to reap the rewards of micro-influencers in the same way.</p> <p>Similarly, with Instagram’s algorithm favouring popular posts, it can still be difficult to wade through the top level influencers to find those that are lesser-known.</p> <p><strong>Concerns the bubble will burst:</strong> Recently, there’s also been some suggestion that micro-influencer marketing is yet another bubble set to burst. This stems from the idea that anyone can become one if they want to – and the more people that get paid to promote products online, the less credible it will appear and so on. </p> <p>Essentially, this might mean the industry will turn on its head, and bigger influencers will once again prove to be the most valuable option.</p> <h3>How to find &amp; reach micro-influencers</h3> <p>So, how can brands ensure that the micro-influencers they use retain credibility and reach a highly engaged audience?</p> <p>First and foremost, it helps to use the social media channel in question to research and discover people who are already highly engaged with the brand or aligned with the industry in some way. </p> <p>This can be done by looking through the people who follow your brand. Even better, reaching out to an existing follower if they clearly use or have posted content relating to the brand or product in the past. </p> <p>Another way is to search for niche influencers based on hashtags or popular social media trends. For example, the popularity of posts using the hashtag #f52grams has recently exploded. It was first started by the food network, Food 52, as a way of collating their own content on social media. However, it has since been adopted by budding foodies on Instagram hoping to get noticed by Food 52 and other food-related brands. </p> <p>Searching this hashtag could be an effective way of uncovering budding influencers.</p> <p><img src="https://assets.econsultancy.com/images/0008/6632/food52.JPG" alt="" width="760" height="558"></p> <p>Of course, manual search is not the only option. There are a number of third-party tools out there which allow you to search for and connect with influencers. This might simply be a listening tool that automically searches through profiles on social platforms, or a third party influencer marketing platform that allow you to measure and scale up campaigns (e.g. Upfluence, Blogfoster, Buzzsumo, Traackr, Onalytica etc.).</p> <p>The latter approach is often part of the practice referred to as '<a href="https://econsultancy.com/blog/66780-from-crm-to-irm-the-rise-of-social-influence/" target="_blank">IRM</a>' or influencer relationship management, and essentially, it is a strategy (inspired by CRM) that is designed to target relevant influencers.</p> <p>Alongside this, there are is also the option of using a third party agency that will search for and manage the entirety of your influencer marketing campaign. These are particularly growing in popularity, mainly due to the fact the they can offer influencers themselves a more long-term partnership, moving away from the one-off paid sponsorship deals we've seen in the past. These agencies tend to also specialise in user-generated content, which just goes to show how the lines between 'user' and 'influencer' can so easily blur.</p> <h3>What to look for in a micro-influencer</h3> <p>So, what about the size of micro influencers and their audiences?</p> <p>Markerly suggests that a following of 10,000 to 100,000 generates the best results, however I think the ideal strategy is to use a variety of different sized influencers. </p> <p>One example is GoHawaii - a tourism board that regularly features influencer content on its Instagram channel. It has 202,000 followers itself, so is mid-range in terms of its own scale, but it does not stick to one kind of influencer. Instead, it collaborates with everyone from local artists - for instance a creator with an audience of 9,000 – to more established photographers, such as Pete Halvorsen, who has 195,000 followers.</p> <p><img src="https://assets.econsultancy.com/images/0008/6631/GoHawaii_local.JPG" alt="" width="760" height="359"></p> <p>For a brand like GoHawaii, working with a mixture of different sized influencers means that it can create a varied stream of fresh content, which also means users will want to keep coming back for more.</p> <p>In the case of a new opening or product launches, another good strategy is to reach out to local micro-influencers or bloggers who have a connection with the location or area in question. One example of this being done is the Turkish restaurant chain, DonerG, who reached out to local food blogger Paul Castro to promote a new opening on his own channel. This enabled the brand to reach a super targeted audience, as well as capitalise on the influence of an already well-respected industry voice.</p> <p><img src="https://assets.econsultancy.com/images/0008/6633/Doner_G.JPG" alt="" width="760" height="561"></p> <p>Lastly, it is important for brands to reach out to micro-influencers who share a similar tone and set of values. After all, just because someone is an advocate of a brand does not necessarily mean they will have the type of personality or style that consumers will relate and respond to.</p> <p>UK supermarket <a href="https://econsultancy.com/blog/68691-why-iceland-has-replaced-celebrities-with-micro-influencers/">Iceland is one example</a> of a brand that changed its marketing strategy to become more relevant to its target audience, veering away from flashy celebrity-driven campaigns to micro-influencer fronted content. </p> <p>By working with creators who are a better contextual fit, the brand has become far more credible to its target demographic, helping to drive long-term loyalty and action from social media users – not just passive awareness. </p> <p><iframe src="https://www.youtube.com/embed/Ulr5p5xCc2k?wmode=transparent" width="854" height="480"></iframe></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68716-four-common-mistakes-brands-make-with-influencer-marketing/">Four common mistakes brands make with influencer marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/69064-will-instagram-pods-impact-influencer-marketing/" target="_blank">Will Instagram pods impact influencer marketing?</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69126 2017-06-06T15:45:00+01:00 2017-06-06T15:45:00+01:00 Why did Amazon's online video shopping channel fail? Patricio Robles <p><a href="http://pagesix.com/2017/05/29/jeff-bezos-live-television-stint-canceled/">On May 26</a>, the online retail giant "abruptly" told staffers that the show – which was hosted by former MTV-er Lyndsey Rodrigues, ABC news correspondent Rachel Smith and reality TV star Frankie Grande – was being canceled.</p> <h3>So what happened?</h3> <p>Amazon posted a message on the Style Code Live Facebook Page telling fans that "all good things must come to an end" and promising that "there is more to come." But it has not revealed any further information about its decision or details like viewership.</p> <p>While most of the Style Code Live social media accounts have been deleted, it appears that the show had accumulated some 69,000 followers on Instagram, 42,000 likes on Facebook and 18,000 followers on Twitter. Interestingly, the show's YouTube channel remains and reveals that the company had generated little activity and engagement on one of the most popular platforms for style and beauty content.</p> <h3>A failed experiment?</h3> <p>Amazon's prowess in using data to inform business decisions is no secret and thus if one was to speculate about the cause of Style Code Live's cancellation one would have to conclude that the most likely reason for it was that the show was not generating sufficient business to make the investment worthwhile.</p> <p>Producing a live broadcast five days a week was likely a costly undertaking, and during its run Style Code featured celebrity guests like Sarah Jessica Parker, Meghan Trainor, Meghan Markle, Nicole Richie, Kourtney Kardashian, Kelly Osbourne and Ariel Winter. Ostensibly, Amazon compensated them for their appearances on the show.</p> <h3>All about influencers?</h3> <p>Celebrity and new media influencers looked to be a prominent part of the Style Code Live value proposition, but it's not clear that Amazon's program was actually able to take advantage of their influence.</p> <p>While the aforementioned Style Code Live social media accounts had tens of thousands of followers, that's a drop in the bucket compared to many of the celebrities that appeared on the show. For instance, Kourtney Kardashian has over 57m followers on Instagram, and Sarah Jessica Parker has over 3.5m.</p> <p><img src="https://assets.econsultancy.com/images/0007/2792/stylecode3.jpg" alt="" width="311" height="264"></p> <p>If one assumes that the activity on Style Code Live's social media accounts were indicative of the show's actual viewership, it would appear fairly likely that audience numbers were extremely modest and thus nowhere near high enough to move the needle for Amazon, which generated more than $135bn in revenue last year.</p> <p>As far as bringing the home shopping channel into the 21st century, consider that QVC generates more than $8bn in sales every year. Clearly, if Style Code Live showed any promise of being the digital QVC for millennials, Amazon wouldn't have shuttered it. </p> <p>So if Amazon's plan was to pair original content with a hefty dose of influencer appearances to sell fashion products, it fell short. But that doesn't mean Amazon is giving up on influencers. To the contrary, the company is now trying to tap them through alternative means: <a href="https://econsultancy.com/blog/68961-amazon-tries-its-hand-at-influencer-affiliate-marketing">a special affiliate program</a> that allows influencers to curate their own collections of products on Amazon, which they can promote to their fans.</p> <p>Will that be a more effective and less costly approach? Time will tell.</p> <p><em>For more on influencers, check out these Econsultancy reports:</em></p> <ul> <li><a href="https://econsultancy.com/reports/measuring-roi-on-influencer-marketing/"><em>Measuring ROI on Influencer Marketing</em></a></li> <li><a href="https://econsultancy.com/reports/the-voice-of-the-influencer/"><em>The Voice of the Influencer</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/69096 2017-05-19T11:08:00+01:00 2017-05-19T11:08:00+01:00 Four reasons luxury brands are embracing influencers Nikki Gilliland <p>The <a href="https://econsultancy.com/reports/the-new-face-of-luxury-maintaining-exclusivity-in-the-world-of-social-influence/">‘New Face of Luxury’</a> report – published by <a href="http://www.fashionmonitor.com/#/">Fashion &amp; Beauty Monitor</a> in association with Econsultancy – delves into this topic, exploring why luxury is embracing this growing trend. To whet your appetite, here's just four reasons.</p> <h3>1. Social media makes luxury accessible</h3> <p>There’s no doubt that social media has made luxury more accessible and appealing to everyday consumers. Now, shoppers aren’t required to enter a store to browse, meaning they can interact with and experience high-end brands on an entirely new level. </p> <p>Of course, the open and large-scale nature of social means that brands runs the risk of appearing less exclusive – perhaps a reason why the industry has been reluctant to forge relationships with social influencers up until more recently.</p> <p>Despite almost two-thirds of luxury brands being active within influencer marketing, 46% admit their influencer programme is a year or less than a year-old. Meanwhile, a further 28% say they have only used influencer marketing for two years or so.</p> <p><strong><em>Do you currently use influencer marketing as part of your marketing strategy?</em></strong></p> <p><img src="https://assets.econsultancy.com/images/0008/6188/do_you_use_influencer_marketing.JPG" alt="" width="780" height="668"></p> <p>That being said, many luxury brands are recognising that, if they are able to find the right balance, channels like Instagram and YouTube can be used to create content that reflects the lifestyle and interests of the core consumer. Which in turn, is also promoted by influencers. </p> <h3>2. Mid-tier influencers offer authenticity</h3> <p>Alongside a growing cynicism over celebrity endorsements, there’s been the realisation that the biggest social influence does not yield the best results. In fact, <a href="http://markerly.com/blog/instagram-marketing-does-influencer-size-matter/" target="_blank">research</a> suggests that as an influencer’s follower count increases, the rate of engagement with their followers decreases.</p> <p>As a result, luxury brands have begun to embrace mid-tier or micro-influencers, with 40% of respondents saying that mid-tier influencers hold the most appeal.</p> <p><img src="https://assets.econsultancy.com/images/0008/6189/Mid-tier_influencers.JPG" alt="" width="780" height="432"></p> <p>This is because mid-tier influencers are dedicated to building active and engaged communities of followers who value their voice and trust their judgements on brands and products. In contrast, much like celebrities, top-tier influencers or those with mass audiences might have less control or come across as less authentic.</p> <h3>3. Enthusiasm for content-focused campaigns</h3> <p>So, how exactly are luxury brands collaborating with influencers?</p> <p>Interestingly, it appears that a growing focus on content promotion and distribution is informing campaigns – over and above product launches. While 74% of luxury brands say that influencers play a “critical” or “very important” role in product launches, 71% say the same for content creation and promotion.  </p> <p><img src="https://assets.econsultancy.com/images/0008/6190/role_of_influencers.JPG" alt="" width="780" height="542"></p> <p>This shows that the real value of influencer marketing does not necessarily come in big brand campaigns – but subtle and original content. This tends to align with the opinions of influencers themselves, who typically feel that creative freedom and involvement is needed for the partnership to be worthwhile and successful for both parties.</p> <h3>4. Greater focus on ROI</h3> <p>With increasing investment, it’s naturally important for luxury brands to want to measure return. Unfortunately, this remains one of the biggest challenges, with the sheer amount of social and online data making it difficult to drill down to a single influencer, product or campaign.</p> <p>That being said, it is an area of growing focus. 62% of luxury brands say that revenue generation is an important measure of success, while just 44% of non-luxury brands place such value on conversion figures. 79% of luxury brands also measure the success of influencer collaborations through web traffic generated, closely followed by the number of times content was shared.</p> <p><img src="https://assets.econsultancy.com/images/0008/6191/ROI.JPG" alt="" width="780" height="479"></p> <p>Another positive is that social media channels are becoming increasingly trackable, with the use of affiliate programmes and conversion pixels, and with Instagram in particular introducing shoppable links.</p> <h3>In conclusion...</h3> <p>So, will luxury brands continue to invest in influencer marketing in future? With 66% of luxury brands saying that they expect their budget to increase "moderately" or "significantly" over the next 12 months, it appears so.</p> <p>Despite some existing reservations about retaining exclusivity and aspiration, the bravest brands are proving this is possible to uphold, providing the collaboration is a good fit.</p> <p><em><strong>For more, download the <a href="https://econsultancy.com/reports/the-new-face-of-luxury-maintaining-exclusivity-in-the-world-of-social-influence/">New Face of Luxury Report</a>.</strong></em></p> tag:econsultancy.com,2008:Report/4485 2017-05-17T18:48:00+01:00 2017-05-17T18:48:00+01:00 The New Face of Luxury: Maintaining exclusivity in the world of social influence <p>For some time, the mass market appeal of social media seemed to be in contradiction to the privacy and exclusivity of the luxury industry, creating understandable caution among luxury brands. But with the influx of digital media platforms and the rise of social influencers, luxury brands have had to embrace (and brave) the new world of social influence.</p> <p><strong>The New face of Luxury</strong>, a report produced in association with <a title="Fashion and Beauty Monitor" href="http://www.fashionmonitor.com/">Fashion and Beauty Monitor</a>, offers valuable insight on how the luxury industry can collaborate successfully with influencers.</p> <p>The report outlines interesting trends to watch including rising budgets, increasing video content, commitment to resources, the rise of micro-influencers and experimental formats.</p> <h2>Key findings</h2> <ul> <li>73% of luxury brands are active within influencer marketing yet only half of luxury respondents admit that their influencer marketing programme is only a year or less than a year old.</li> <li>65% of respondents say that their approach to influencer marketing is effective and content collaborations are proving effective for 73% of luxury brands.</li> <li>73% say that maintaining exclusivity and aspiration on social media is their biggest challenge.</li> <li>Budget is proving to be the biggest factor holding luxury brands back from running an effective influencer marketing strategy.</li> </ul> <h2>Methodology</h2> <p>An online survey was fielded in February and March 2017 and a highly targeted base of 322 professionals working across the fashion, beauty and luxury sectors took part. In addition, telephone interviews were carried out in March and April 2017 among senior-level marketers and global luxury fashion and beauty influencers and brands.</p> tag:econsultancy.com,2008:BlogPost/69064 2017-05-11T11:41:58+01:00 2017-05-11T11:41:58+01:00 Will Instagram pods impact influencer marketing? Nikki Gilliland <p>But what exactly are these pods – and what do they mean for brands and influencers alike? Here’s a break-down of the situation so far.</p> <h3>What are Instagram pods?</h3> <p>Instagram pods are groups of people who join forces to increase engagement on posts. Essentially, they do the same thing as Instagram bots - liking and leaving comments to ensure posts appear higher up in user’s feeds. </p> <p>There are certain rules involved so that this engagement appears natural, such as not posting single emojis or leaving comments that are under four words. Members of the pods turn on notifications in order to like and comment on a post as soon as it is published – a vital factor for increasing visibility on the platform.</p> <p>It’s not that easy to become a member, apparently. Each pod is formed on an invite-only basis, with members hearing about the opportunity via Instagram direct messages or on other platforms like Twitter and Facebook.</p> <p><img src="https://assets.econsultancy.com/images/0008/5911/pods.JPG" alt="" width="300" height="523"></p> <h3>Who’s doing it?</h3> <p>It seems the majority of pods are made up of influencers or micro-influencers wanting to improve their presence on the platform, mainly so that brands will sit up and take notice.</p> <p>Sounds a bit shady, right?</p> <p>Interestingly, I’ve noticed some suggestions that pods are just another form or an extension of online communities. If bloggers and social media influencers tend to show support for one another anyway - surely pods are just another way to facilitate this activity? </p> <p>What’s more, can you really blame influencers for fighting against (what they see as) an unfair algorithm?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/NiaSky">@NiaSky</a> Instagram pods are a great way to interact with other bloggers, but the best thing is to be active and connect with others! <a href="https://twitter.com/hashtag/bbloggers?src=hash">#bbloggers</a></p> — chelsey ocean (@chelsocean_x) <a href="https://twitter.com/chelsocean_x/status/856226952121896961">April 23, 2017</a> </blockquote> <p>Perhaps, yet the biggest problem with Instagram pods is that they make it harder for brands to see which influencers are naturally succeeding. As a result, potential partnerships formed on the back of fake engagement will only lead to skewed data – certainly not a reflection of real success or consumer favour.</p> <p>Ultimately, pods seem to go against the very reasons brands want to work with influencers in place of traditional advertising – the notion that they are authentic and naturally influential on social media. </p> <p>By juicing engagement, influencers could also run the risk of harming their own reputation in the long run.</p> <h3>Will Instagram find a way to stop it?</h3> <p>So far, it doesn’t appear as though Instagram is doing much to prevent pods. However, that is not to say it will be happy to leave them be.</p> <p>Back in 2014, the ‘Instagram rapture’ ended in millions of fake spambot accounts being wiped out – much to the dismay of users who suddenly lost a large chunk of their audience. </p> <p>Ultimately, it demonstrated that Instagram is not willing to let fake accounts impact the user experience for everyone else. If so-called Instagram pods continue to grow in popularity, perhaps we will see a similar crackdown on fake engagement in the near future. </p> <p><em><strong>More on influencer marketing:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/69053-how-maserati-uses-influencers-to-drive-its-instagram-strategy/">How Maserati uses influencers to drive its Instagram strategy</a></em></li> <li><em><a href="https://econsultancy.com/blog/68409-four-key-trends-within-the-world-of-influencer-marketing/">Four key trends within the world of influencer marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/68230-two-different-paths-to-influencer-marketing-which-is-best-for-you/">Two different paths to influencer marketing: Which is best for you?</a></em></li> </ul> <p><em>You can also download the <a href="https://econsultancy.com/reports/the-rise-of-influencers/" target="_blank">Rise of Influencers report</a> for further insight</em></p> tag:econsultancy.com,2008:BlogPost/69077 2017-05-11T09:50:00+01:00 2017-05-11T09:50:00+01:00 Three reasons fast food brands use secret menus Nikki Gilliland <p>So, (sugar-aside) why are consumers such suckers for a secret menu? Here are just a few reasons why it tends to work.</p> <h3>1. Inherently shareable nature</h3> <p>It appears social media users cannot keep anything a secret these days. It’s been just a few weeks since <a href="https://econsultancy.com/blog/67085-starbucks-new-london-digital-concept-store-puts-focus-on-customer-experience/" target="_blank">Starbucks</a> released its Unicorn Frappucino in the US, and there are now over 150,000 images using the related hashtag on Instagram.</p> <p>This was the aim, of course, with Starbucks deliberately creating a drink that they knew users would love. Regardless of whether or not it actually tasted nice (or could induce diabetes), consumers bought the item purely for the chance to <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/" target="_blank">post a selfie with it</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/5967/Unicorn_Frappucino.JPG" alt="" width="780" height="635"></p> <p>Other brands have also seen secret menu items go viral in this way – but it’s not always on purpose. </p> <p>Arby’s, the US fast-food chain, found that customers were requesting its ‘meat mountain’ special in restaurants – a stack of meat that was originally featured in a promotional image. The restaurant began making it for those who asked, leading to customers spreading the word on social and ultimately creating Arby’s first ever secret menu item. </p> <p>Unsurprisingly, as more and more brands have introduced secret items, consumers have also become extra savvy when it comes to sharing them. In fact, hashtags and websites, such as Hack the Menu, are dedicated to promoting the most recent items as well as offer reviews and opinions.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">About to conquer the <a href="https://twitter.com/hashtag/MeatMountain?src=hash">#MeatMountain</a>! <a href="https://twitter.com/Arbys">@Arbys</a> <a href="https://t.co/cSzxPFuKMX">pic.twitter.com/cSzxPFuKMX</a></p> — Sigmon (@sigmonwrestling) <a href="https://twitter.com/sigmonwrestling/status/853774822878433280">April 17, 2017</a> </blockquote> <h3>2. Allows brands to experiment</h3> <p>While a secret menu is a great way for brands to generate buzz, it can also be used in a more functional capacity. </p> <p>This means that instead of adding a new item to the main menu - which comes with the risk of customers not liking it or bemoaning the loss of an item it could have replaced – brands can still introduce it without the pressure or commitment.</p> <p>With less investment on marketing spend to promote new items, consumer response can be gauged to establish whether or not it’s worth introducing long-term. Often, items will find their way onto the main menu eventually. Take Starbucks again, for instance, whose 'pink drink' (now known as the Strawberry Acai Refresher) first made the rounds on Instagram last year.</p> <p>Brands like Panera and In-N-Out Burger also do this on a regular basis, even creating a permanent ‘not-so-secret’ menu for items that prove continuously popular.</p> <p>So, why don’t they just create a bigger menu overall? Ultimately, the sort-of-hidden element is all about customer service, offering people increased flexibility and opportunities to customise orders, without overwhelming or saturating the main menu. </p> <p><img src="https://assets.econsultancy.com/images/0008/5968/In-N-Out.JPG" alt="" width="760" height="700"></p> <p><em>In-N-Out Burger's 'not-so-secret' menu</em></p> <h3>3. Builds customer loyalty </h3> <p>Lastly, one of the biggest reasons brands use secret menus is that it instills a sense of importance in customers. </p> <p>People feel like they are getting their hands on something rare, or as if they are part of an exclusive club. As a result, they are more likely to forge a memorable or more meaningful connection with the brand, meaning they are also more likely to return again in future. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">.<a href="https://twitter.com/JuniperandIvy">@JuniperandIvy</a> slays the California classic <a href="https://twitter.com/hashtag/InNOut?src=hash">#InNOut</a> <a href="https://twitter.com/hashtag/burger?src=hash">#burger</a>brioche and homemade animal fries <a href="https://twitter.com/hashtag/secretmenu?src=hash">#secretmenu</a> <a href="https://twitter.com/hashtag/foodie?src=hash">#foodie</a> <a href="https://twitter.com/hashtag/cheeseburger?src=hash">#cheeseburger</a> <a href="https://t.co/ERysWppZ0u">pic.twitter.com/ERysWppZ0u</a></p> — Laura Taylor Namey (@LauraTNamey) <a href="https://twitter.com/LauraTNamey/status/858165997932470272">April 29, 2017</a> </blockquote> <h3>Does it always work?</h3> <p>Of course, the strategy does not come without its downsides. As the Unicorn Frappucino demonstrates, brands run the risk of veering into gimmicky territory, resulting in the view that secret menus are purely a money-making scheme rather than something for the benefit or thrill of customers. </p> <p>Meanwhile, brands must also consider that staff will have to manage orders of customised items in stores and restaurants – as well as avoid potential waste.</p> <p>On the other hand, with huge opportunity for brand awareness and increased sales, it's little wonder so many restaurants can't wait for us to shout about their so-called 'secrets'. Consequently, it doesn’t look like the trend will disappear anytime soon. </p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67856-four-delicious-examples-of-food-drink-brands-on-instagram/">Four delicious examples of food &amp; drink brands on Instagram</a></em></li> <li><a href="https://econsultancy.com/blog/67856-four-delicious-examples-of-food-drink-brands-on-instagram/" target="_blank"><em>A day in the life of... a food &amp; drink startup entreprene</em>ur</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69053 2017-05-04T11:30:00+01:00 2017-05-04T11:30:00+01:00 How Maserati uses influencers to drive its Instagram strategy Nikki Gilliland <p>So, why the rolling strategy? Here’s a bit more on the campaign and how it makes a refreshing change from the Instagram feeds of other automotive brands.</p> <h3>Bespoke and refreshed content</h3> <p>Disclaimer: I’m not the biggest car fan. One aspect that fails to interest me (especially when it comes to the <a href="https://econsultancy.com/blog/67604-what-s-the-point-of-social-media-for-luxury-brands/" target="_blank">social media</a> activity of brands) is the repetitive nature of the content. </p> <p>How many different ways can you photograph a car? This is a deliberately shallow point of view, of course, but it perhaps demonstrates why Maserati has created a strategy that is based upon diversity and change.  </p> <p>Every month, the brand partners with an influencer from a different industry or profession. The list ranges from chef Francesco Mazzei to photographer Darryll Jones. The latest has been an ambassador for VisitScotland – landscape photographer Marc Pickering. It’s not just a case of the brand posting the occasional image either. The influencers are in total control of the Maserati account, with a new person taking over from the last at the start of each month. With a continual cycle of fresh content, the result is an incredibly varied and interesting feed.</p> <p><img src="https://assets.econsultancy.com/images/0008/5857/Maserati_2.JPG" alt="" width="760" height="506"></p> <h3>Socially inclusive campaign</h3> <p>While Instagram is known for being a channel based on exclusivity, with some brands even <a href="https://econsultancy.com/blog/68119-how-everlane-is-using-an-exclusive-instagram-account-to-strengthen-customer-loyalty/" target="_blank">creating private accounts</a> to build on this notion – Maserati aims to be socially inclusive instead.</p> <p>Of course, Maserati is a luxury brand with a price point to reflect this. However, the strategy is designed to attract people with a wide range of interests. So, whether potential consumers are into fashion, travel or sports – the idea is that there is bound to be an influencer that they can identify with. </p> <p>Meanwhile, this also allows the brand to showcase a wide range of cars and how they can thrive in specific contexts. For instance, while an influencer like the Dapper Chapper uses the GranCabrio MC for a trip around Chelsea, photographer Joshua Cowan uses the far more robust Maserati Ghibli to tackle the bendy roads of the Lake District.</p> <p><img src="https://assets.econsultancy.com/images/0008/5855/Lake_District.JPG" alt="" width="760" height="547"></p> <h3>Reaches a wider audience</h3> <p>As well as creating bespoke content, the takeover campaign has also allowed Maserati to increase its reach, capitalising on the existing audiences of the influencers themselves.</p> <p>Tallia Storm, for instance, has over 209,000 followers on her own Instagram channel. By promoting the partnership across all her social media, she is likely to have attracted users who would otherwise be unaware or unlikely to engage with a car brand. </p> <p><img src="https://assets.econsultancy.com/images/0008/5856/Tallia_Storm.JPG" alt="" width="760" height="322"></p> <p>Granted, not everyone involved has over 200,000 followers, however by choosing personalities with a smaller yet highly active and engaged audience, Maserati hopes to tap into high levels of authenticity and consumer trust.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67877-how-automotive-brands-are-blurring-the-lines-between-digital-reality/" target="_blank">How automotive brands are blurring the lines between digital &amp; reality</a></em></li> <li><em><a href="https://econsultancy.com/blog/66853-what-can-brands-learn-from-automotive-website-trends/" target="_blank">What can brands learn from automotive website trends?</a></em></li> </ul> <p><strong><em>For more on influencer marketing, download Econsultancy's <a href="https://econsultancy.com/reports/the-rise-of-influencers" target="_blank">Rise of Influencers</a> report.</em></strong></p>