Building a POWERFUL Influencer Marketing Strategy in 2021 - ULTIMATE GUIDE | John Valentine | Skillshare

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Building a POWERFUL Influencer Marketing Strategy in 2021 - ULTIMATE GUIDE

teacher avatar John Valentine, Digital Marketing, Social Media Expert

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

7 Lessons (43m)
    • 1. Table of Content and Introduction

    • 2. What is Influencer Marketing and how does it work?

    • 3. Types of Influencer Campaigns

    • 4. How to build your influencer Strategy

    • 5. Determining How Much to Pay

    • 6. Influencer Marketing Trends

    • 7. Final Tips and Summary

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About This Class

In this class I talk about influencer marketing in 2020. Influencer Marketing is an amazing and incredible ever growing marketing concept that is only going up from here. Mastering Influencer Marketing and how to fully use it for your business will put you miles ahead in getting your brand out there and marketing your products. 

Meet Your Teacher

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John Valentine

Digital Marketing, Social Media Expert


Hello, I'm John.

10 Years experience in digital marketing. Always looking to stay ahead in the newest developments of social media, online business and everything to do with digital marketing.

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1. Table of Content and Introduction: Hello and welcome. My name is John Valentine, and today I will be talking about how you can build a very powerful influence on marketing strategy in 2020. So I'm going to talk about all of these topics and are on screen now. First I'm going to be interesting what is influence marketing exactly. I'm going to be talking about the different types of influenza campaigns that you can have. And then more specifically how you build your influence strategy. You know, using influencers and micro influencer is how you can reach out to influencers, determining the fair compensation, so how much you should charge, how much you should pay and so on. And then I'm going to be talking about some marketing trends, some influence of marketing trends that are slowly rising and present right now. I'm gonna give you some great examples of successful fluid, some marketing campaigns that have really worked well in the past. And I'm going to be sort of breaking them down. And then at the end, I'm just going to sort of summarize everything and give you the main points. So feel free to click around if this is some of the information that you need or all of the information in future can just sit back and enjoy it all. But for example, if you already know what influencer marketing is, you can just go ahead and go straight to the second video. But other than that, enjoy the whole content that I've lined up here, spent a lot of time conducting all this information and to systemic from Munson, years of personal experience as well as some more information. So yeah, enjoy and feel free to ask any questions you have. And the discussion tab down below. 2. What is Influencer Marketing and how does it work?: So this video is for all level. So first of all, I'm going to be breaking down what exactly influencer marketing is. As you can see a screen infants and marketing is basically delivering in the reach of an existing influencer who's built a large following and a strong brand reputation in a particular niche or just in general, to support your brand market, your products and so on. And they also endorsed a product, co-create content, and with the intent to increase brand awareness, drive sales, general traffic, just marketing basically. So in an influencer is basically defined as anybody who has a large following on any kind of social media sites like Instagram, take TO YouTube, whatever it is, and then using those persons to have integrated ads and promote your product, service, or website, whatever you want to promote. And so basically, this can be very broad. But there's a lot of good uses for influenza marketing and it's an incredible marketing opportunity, especially nowadays, even though everybody knows what it is, it's still one of the most underpriced assets in marketing. And I'm gonna be talking about more of that later on in this video. But first of all, why is it so important? Well, people don't trust to normal advertisers that much anymore, especially younger generations, the older generations to so-called a boomers, still engage with newspapers, digital, print, and so on. But especially people in the younger audience, like, you know, 1516171819, 20-30 years old, even really don't trust traditional marketing, traditional media had that much anymore. There's no 21-year-old out there reading a newspaper realistically. So everybody's on digital devices and so on. And so they just don't trust, you know, TV advertisements anymore who's really are still paying attention to TV advertisements? Really not that much. The price point for a influence marketing campaign or even digital marketing is much, much better on terms of IRI compared to a TV ad. If you're looking for the attention of your audience, turn to someone who already has it. Meaning if you have fishing equipment, easily find an efficient influencer out there who has, let's say, a 100 thousand followers on Instagram. And you can gain some sort of arrangement with them or they promote your product. And that would be a much better reach and a much more adequate and appropriate marketing tool than putting your fishing, you know, whatever it is, merchandise equipment on a TV ad because the amount of people who don't actually fish that, we'll see that ad and haven't sort of money wasted, who will never buy that product in the first place, is going to be absolutely insane compared to somebody that already has the attention of the audience that you're looking for. So that is a key part of influencer marketing is basically that you can use your specific target audience and you know exactly what audience you're targeting. You know, if you put up a billboard of, let's say, a real stage and, or somebody like that. A lot of people are going to see it, but not everybody's in the market for buying a house. You know what I mean? But if you run specific influence a marketing campaigns, you can really address that specific target audience that you want and know that those people will be interested. So that's basically the main advantage of running influencer marketing is you don't have to spend more money to gain, to gain the attention of those people who might actually wanted. You already have that attention because you know what you're paying for. And to put it simply, you filter the noise to turn into ad blockers, cord cutting and even media fasting. Basically you really reaching that audience that you want. So to continue here, just some more stats. 70% of teens for, for influencers over traditional celebs. Around 49% of people have reported that they purchase a product online after seeing it used by an influence area, YouTube, Instagram, Twitter, whatever, 71% of influencers believed that it's an honest and authentic voice that keeps the audience engaged. So, you know, engaging with these influences can really build a strong connection with their audience. Because, well, you have to keep in mind as you're not just putting that product in front of a million people. You also letting that person that advertise that product endorsed them. So if you have a billboard and Amelie people see it, it's way less effective than if you have an influencer with a million followers. Because you're not just getting those eyes on the product with a million people, but you're getting that endorsement. You know, a lot of people byproducts because celebrities endorsed him, because other people say they're good. So if somebody personally endorses them, they might think, OK, this guy, let's say there's a headset by a top gaming influencer. If this guy says, I use this headset everyday to gain, a lot of people are going to say, OK, this guy uses this headset everyday to game than it must be good. So it's more effective than just seeing a picture of that headset and thinking, Okay, and it looks like a great headset, but I don't know if that's good. But if an influencer personally endorses that product, you can get that additional hint and additional push with your marketing. So it's an incredible double feature. Have you get not just to followers and the eyes on the product, but you get that endorsement. And so as you can see here, according to a study by Thomson, influencer marketing yields a 650 return on investment for every dollar spent. So basically you get $656.50 back for every dollar that you spend. So it's an incredible ROI on average. And it's still, like I said, even though everybody knows that it isn't, everybody can probably see or know an influencer that had used influencer marketing. It's still underpriced because at the price point is so, you know, so variable and not a lot of people don't wear to price their services. But I will be talking about later in the chapter of price points. 3. Types of Influencer Campaigns: So what are some types of influence that campaigns? Well, there's two that I great. And these are the two main ones. So first of all, there's a discount codes and affiliate marketing. And basically discount codes and affiliate marketing, as they say, is a set of coupon code or I refer link that these influencers can put out for the customers to use. So a great example is, for example, on a podcast, I'm sure if you listen to podcasts, use heard me Anees Blue Apron, audible, Squarespace, those kind of advertisers. And it's always, you know, go to slash podcast or go to Blue slash whatever podcasts it is. And so those are examples of affiliate marketing. Basically meaning that do you use a link that they provide it to purchase a service? And that that company then knows that you only purchase it because of the marketing from this influencer of this person. And that way they can track it. It can easily be tracked. And the influencer, we'll get a sort of cut from the purchase that you made and the company knows that they use to coat. Or you can use discount codes as well. A great example for that is, for example, on G fuel. A lot of gaming YouTubers used at G fuel, you can use, you know, code phase or whatever it is to have 5% off. And then of those 5% off, basically, the Influencer gets something, you'd get a point off, and the company gets a sale. So it seems like a win-win-win situation. And these are great ways to not only encourage customers to buy it, but basically get a sort of win-win situation for all of them because it's not like you're just supporting the creator but buying something, but you often get a discount code, or you are also sometimes just using a referral link that does help at the influencer and sort of used that as a marketing device. And you can see that you bought it because of that marketing campaign. So as I said here, tracking RI and compensating influencers feel affiliate marketing easily accomplished with custom URLs, unique discount codes, and so on. So the way to track that is relatively easy and obviously depends on the product that you have bust. But most online products especially have a great way to track that. Of course, if you have a, you know, in-person store, let's say you run a restaurant and you run an influence, a campaign. It is a little harder to do that, to track that sort of influence that these influencers had. But unless you have a sort of, you know, you tell us this guy sent us and we'll give you a 10% off discount. That's a great way to use that. But other than that, you can really use it easily to track the sort of success that these infants is half. And you can give influencers different codes to track that success as well. So this, these are great ways to sort of run that strategy and see the progress that these ones have made. Now at the next one is competitions and give away is so these are more direct and competitions giveaways and contents are also excellent avenues for gaining greater brand exposure. You generate buzz, driving engagement, and so on. And these prizes, ideally, our gifts should be lucrative enough to get people excited or ship provide early access to products before the why they released. So another example would be, for example, having computers or anything like that. Another gaming example would be a lot of gaming YouTubers use n's EXT or next computers and they're giving away one computer and you, all you have to do is follow their account, fall into YouTube challenge, so on. So these are great ways to get some more engagement, gets some new audience, gets somewhere, eyes get some are followers and so on while giving back to these customers that do that. So you have to give them an incentive to do that. Because, you know, a lot of times you can say go follow my Instagram and a lot of people, if the fans view will do that or a lot of companies will run them. But a lot of people don't want to fall accompanies on Instagram just if they don't put that kind of personal content. Because influences and companies are a little bit different. Because people are more likely to follow influence obviously then just, you know, Coca-Cola Company and certainly account unless they're putting on great content. And so running those kind of competitions and giveaways will give people an incentive to follow your accounts and engage with your, especially social media channels. That's what most people use competitions or giveaways for. To say, you know, fall or Instagram or Twitter followers, tic, tac and tag one friend and the comments and then we'll pick somebody from the comments. So that would be a great example of an influencer strategy. And then, you know, one of the winners will win a free t-shirt or something like that. And of course, obviously the higher and the more lucrative the gift or give away, the more likely more people will engage with that. So people love free stuff, has always who doesn't. So these are also a great example of influence their campaigns. And these are can often be done in combination with influence as well. So let's say your company and then you give a influencer, no free computer and then say, Here's another computer that you can give away. So that would be a win-win for the implant surgery. They get a free computer, they get to give one away. They look great to their fans and you gain exposure by saying, this company is the best for computers, go follow their account and engage in this giveaway and then you can win one. And that just gets the word out for the company. And as also again, a sort of win-win situation for everybody. So these are just some great examples of influencer campaigns and the types of campaigns that you can run with these accounts. 4. How to build your influencer Strategy: So now I'm going to be talking about more specifically how you can build your influenced their strategy. And there are two main points that I want you to keep in mind too, when you build your marketing campaign, you're influencer strategy. First of all, documented goals and key performance indicators. And second of all, understand the influencer landscape. So first of all, documenting your goals and Key Performance Indicator. First of all, having a goal is very important. Building successful inference or strategy is all about being goal-oriented. You know, you want to be specific about what you want to achieve with your marketing campaign. Do you want more followers to higher conversion? Do you want more engagement on your post? You want traffic to your website. You want every influencer to use your products. Do you just want to get the word out there about your brand? Do you want more eyes on your name? Do you want higher prestige with your brand? There's very specific goals that you can have and there's different avenues that you have to follow when continuing and connecting to those goals. And so, you know, you made me want to do, let's say you want more eyes on new product. Maybe a giveaway would be a great idea because everybody is gonna fall your accounts and they're gonna go on your website and so on. Do you want your name to be out there then honestly, a lot of different ways you can achieve that. If you just want more traffic to your website, then you can have a specific refer lengthen your spine influencer. Do you want more prestige? You want your name to be known by everybody, then maybe you can get as many influences as you can. And everybody will see that everybody's using a product. So there's, there's definitely a different ways to go about achieving different goals. So you want to be specific on your goals. And then you want to stick to those and build a specific strategy to achieve them. And secondly, what I saying here, starting out as it can feel like a gamble, especially influencer marketing and one that may or may not ever generate any ROI. Sometimes it's a hit or miss. Not every influencer marketing strategy is guaranteed to work, especially if you're starting out as a smaller company. A lot of the influencers will deliver. Maybe we want it work as well as you thought you did, especially if you can't, you know, pay Kylie Jenner to represent your product, but working with smaller influencers. So it's definitely sometimes not necessarily a gamble, but it can feel like a gamble because you might not know what you're gonna get. And you know, if you order a billboard, you know, this poster is gonna go on that billboard for one month. And you'll probably going to get this much to Africa as a little bit more specific. But if you hire all these kind of influencers, you know, you never really know what to expect. You obviously have a great gauging of what you want to see because just, you know, their engagement, you know, their fathers, their traffic and so on. But sometimes, you know, maybe they represent your brand and the way you don't like, maybe they represent your bet with your brand in a way that you like even more and then you get more traffic. Sometimes it can feel like a gamble, so don't be shaken by that. And one of the things I said heres why brands gamble us? That's partly because there aren't investing the necessary resources to, uh, probably test it as if ival China, partly because they didn't take the time to set clear goals and determine the proper metrics that need to contract to meet those goals. So as I said before, goals have to be specific and it feels more like a gamble if you're not specific. So if you don't really know what you want to achieve and you don't know where you wanna go with that. Sometimes it can feel like a gamble if you just sit, talk to ten to influences and say do whatever you want to do this and so on. If you have more specific sort of outlook on what you wanna do, then it can definitely feel less like a gamble. And now that doesn't mean telling influences exactly what to do, but it just means that, you know where you wanna go. And So continuing on that, basically what I want to say here is goal setting and key metric tracking. The three big goals that are at an influencer marketing are building brand awareness, attracting a new target market, and facilitating regeneration. So first of all, building your brand online can be measured with follower account likes engagement, like comments, hashtags, and shares. So you can obviously see the growth on your social media channels if all of these sort of increase. But you know, some people might like your photos but follow more or he's your hashtags. For example, if your hashtags are being used, that's a great sign because that means people consistently and actually deeply, you know, get involved with your product so much that they would use your hashtag. So let's say you have a parallel line starting. You say, everybody use hashtag, you know, red shirt with your new shirt that's red. If people actually start posting or that that's going to be very, very valuable. So you can use that to build brand awareness and measure that. And when I'd say attracting a new target market means attracting a new target. Margaret encompasses everything and brand awareness, but an entirely new space, a product line. So for this unit influences who can build buzz and Dr. targeted traffic. So checking a new target market is very, very huge and can be difficult, but can also be very rewarding. And So for this, influencers, absolutely key. You know, when you think about what I said earlier about these ends, EXT computers, for example, in gaming, a lot of people don't know what they are. Like. If you're not really into computers, you don't know what hauling some computers, you know which ones are good and which are in a bad or it might not even care that much. But if you see every, you know, every gaming influencer ever used them, they created a new target market. They said, okay, this is the perfect computer for gamers. So a lot of people who are not that well into computers or, you know, just don't really care that much to do that research, they say, okay, these guys use it, then I should probably use a two and then they made a new customer. So that's how it influences can be used to create a new market and sort of build their niche or even just add it to their additional market that they already have to the existing market that they already have, that you can use that to build that customer base. And thirdly, facilitating lead generation, everything that leads up to this, more sales, getting more leads and customers so easily track what's conversion and sales. But it can be tricky to track sources directly unless you deploy specific codes are landing pages for each influencer. So that's what I touched on earlier. If you have a discount code, if you haven't refer link, it's very easy to track who and what influencer had the most traffic, what influencer, what the best, you know, let's say you have 20 influencers used for your influencer marketing campaign. And three of them work better than the other 17. Well, maybe they Dose three have something different than the other ones that didn't work at all. So you can very easily use that. And you should continue to trial and test and test and test and see what works best, and then go all in on what works better. You know, maybe you have a market that you don't think that works that well. Let's say you have a brand and do you think the target audience is a specific group of people? And then you say, okay, a lot of people who loves soccer, loved my brand. Maybe I should go more into that and use what influencer marketing strategies on that. So that's a very great way to sort of attract and build that customer base by seeing what works best and then differentiating between the influencers. So next, I just wanted to touch on going in depth a little bit more and understanding the influencer landscape. So what I mean by that is first of all, you want to expand your reach. And by that I mean you want to go beyond one certain platforms. So when we hear influence or a lot of the times we hear Instagram, most of the time. And that's true because that's where the influencer landscape is really thriving in Instagram. But you want to go further than Instagram. There's so many social media sites that you can utilize and use with influencer marketing is like I said before, with YouTube, for example, tick tock, Snapchat, Pinterest is a lot of users even read it. There's a lot of users that have a large following that you can utilize it with influence marketing. So you wanna do your due diligence, your research. Maybe some of your products land better on other sites and then they would on, for example, Instagram. So what you want to keep in mind is here you just want to try to expand your reach in that aspect. Second of all, the rise of the micro influencer. Now I have a whole separate video on dealing with micro influencer's and the rise of the micro influencer's, how their work and so on. You can check that out on my channel. But generally, basically micro influencers are smaller influencers, 1010 thousand up to maximum and like a 100 thousand followers, but generally keep it between 110 thousand followers. And basically, the idea behind that is you may get a bigger benefit having ten influencers with 5 thousand followers, then one influencer with fif 50 thousand followers. Just because a, they all have different audiences that may have different engagement and be that just different engagement in itself might be more beneficial than just having one account that might have a lot of followers and even decent engagement, but might not translate or convert at well in sales or in your product and marketing in general. You want to keep an eye on the rise of micro influencer's. It's a really, really thriving concept that will continue to go into 2021. Just with the, just even the existence of everybody wanting to be a social media influencer nowadays. And so you have a much bigger sort of selection. You can choose from, from these micro influences as well. I'm just also because they're easier to work with us and easier to get in touch with, might not charge as much and so on. So you might pay less for ten influences with 5 thousand followers tend for one influence over $50 thousand, like I said before. So you can also check out my video on my channel. I really go in depth on micro influencer's and explain a lot mira, how beneficial they are, how they work, how you can judge them for marketing and so on. So be sure to check that out. And thirdly, what I want to talk about is the leveraging tools for finding and reaching other sort of platforms in reaching out to influencers, what you want to use is websites. There's a bunch of websites out there that you can use to find actual influencers, such as BuzzSumo or muse find. And you can just easily find those on Google searches. And it's sort of what you wanna do is just uses websites seems to work for you see if they don't, which one works better. And there's a lot of tools out there that you can actually use for finding real influencers. So you don't just have to sort of manually searched them by myself on Instagram and try to stumble upon a good one. You can actually have sort of archives and there's data forms where you can find these influencers or list himself of prices and so on. And then through these websites, you could also more easily gauge some sort of price comparison between them. So it's a great way to find influencers that you want to work with and that align with the views that think can give you a great benefit in terms of marketing. So just to keep that in mind on the future as well. 5. Determining How Much to Pay: So one of the biggest questions that people have when it comes to influencer marketing is, how much should I pay? Well, influencer marketing is a very, very interesting in the sense that there's no set price. And if you asked ten influencers, you will get ten different answers. A lot of people don't know how to judge their services. So a lot of people who either overpay, underpay, you get just the right amount or there'll be all kinds of variability. I mean, you can probably get a count with a 100 thousand followers for a $100. And some, another guy with a 100 thousand followers will charge you $1000. And somebody with 10 thousand followers will charge you $500. It's incredible what I've seen and what I've heard from other people that will pay or even receive payment for all sorts of posts. So people will always make their own prices. And of course, there is a sort of general guideline, but when it comes to influence and marketing, and it's definitely one of the most variable marketing assets and the oil just because it's so crazy how some people judge their services and that can easily be really good or really bad. I mean, I've seen people with 200 thousand followers do a shout out for a free t-shirt. And then I've seen somebody with 50 thousand followers and not do anything other than a story post for less than $500. So like I said, you really have to find your own influencers and judge for yourself what you think would view worth. Sort of post. If you're a smaller business and you run a website, you might not be able to shell out $10 thousand for an account with them out and million followers. And so as I said before, you might find, you know, 20 accounts with 50 thousand each day. We'll do it for free t-shirt that you have in your stock anyways. And that you would think, although it costs something, would be more or less costs costly, then $1000 don't more cost-effective than, you know, just to check up $10 thousand. So you really have to so to figure it out on your own, what you think would be fair compensation. But I'm not going to talk about some of the general guidelines that you can follow. And as I said here, first of all, I study conducted by tapetum fluids and ultimately term that inadequate compensation is the biggest mistake brands are making when it comes to influence our marketing. As I said before, you can, lot of brands will either overpay or under pay for these services. So what constitutes fair compensation will vary greatly depending on the partnership terms as well. Products go following size, quality, length, agreement, and so on. So it isn't, a lot of the times infants and marketing isn't as simple as I'll give you a $100 if you post this photo. Sometimes it's, you know, if you post a photo every week for three months, there's partnership contracts and so on that you can engage in that will greatly vary in the prices. And so if you engage with these three month contracts, for example, the price per post might be lower than one single post. Some accounts have a $100 thousand to engagement is horrible, so they might charge less than an account that has, you know, whatever, 50 thousand followers, but has higher traffic or higher engagement on their posts and comments and so on. So as I said before, you have to really follow that engagement. Engagement is really at one of the key factors that you have to consider. Just because that will tell you how much people went engaged with your service that you will advertise. Because if an account has a million followers, but You know, a 100 likes and their photos, nobody's going to engage with us. The site that they link and their story or anything like that, that just doesn't, doesn't happen. So you really have to be careful with that. And some examples, for example, yours promo for Griffiths affiliate basis is commissioned for sales. So for promo, Like I said, you can either, some people will literally just post a story for a free t-shirt or whatever it is. And sometimes it is free. Sometimes it is fair compensation. Because if their engagement isn't that high, it might be worth to just throw a free product their way if they were willing to do it. A lot of people think sometimes, you know, you can not really judged that well, but whatever they accept and they think is fair as well to influencer, then if you're okay with it as well, they will follow that. So next point here is affiliate basis and that's commission for sales. Sometimes Commission and the sense is with a referral link, they might not even pay anything up front. A lot of people will also be like, you know, if you put this refer link on your story for every sale that you make, you get a customer buy something for a $100, you get $10. So for every purchase they make, you get 10%. And sometimes they might not even get pinning things. So the more they pushed that, they get their commission. So a lot of customers or a lot of influences will actually also go for commission sales just because it's very, a great way to sort of push that product even more. Because Commission is always good. The harder they work, the more they get paid and the harder they, they work you get paid. So it's sort of a win-win. And sometimes it's even better for the companies because then they don't have to shell out $10 thousand right up front. They can just give them a referral link. And while they make money, you make money as well because dave O'Brian, the products and why you give them 10, 10% percent of a $100 is better than a 100% of nothing. So it's always great to sort of do those kinda sales as well. And like I said, Another option is one times fees, you know, a $100. If you post this picture, 200 drawings you've posted story, so on you know what I mean? Or monthly fees, also known as a partner. While that is influencer marketing as well at partnership is also someone to top influencers, especially YouTube is do you know, you'll see what I said before. Cheap fuel, you know, all kinds of computers, chairs, makeup companies, a parallel line, whatever, they're good to pay the monthly fee, let's say one of the things that $3 thousand a month in order to continually pushed that product. So they basically sponsored by them. That's when a lot of influencers say they're sponsored by them, it's just that they get a monthly payment and then they continually pushed that product to get the free product and so on. So that's sort of a partnership that also works very well depending on your product. Like I said before, you really have to judge what works best for you on your own. And then you can see that here's a very rough, rough graph that has said our rough table that I said, How much does influence in marketing cost? Let's say, for example, $10 per 1000 followers or $250.700 per engagement. So $10.10 dollars per 1000 followers. That's a general idea, of course, like I said before, a very so greatly, It's so hard to put a number on it. Of course, if it's too outrageous, I wouldn't pay $1000 for somebody with 10 thousand followers, that's just too much. So you really have to sort of just use some common sense in the sense that if you think you're paying too much for something, you probably are. And if you ping, Thank you. Paying too little for something, then as a business, that's probably good. Like I said before, if the influencers okay with it and you're okay with it, that works for me. So just really keep that in mind and think what you think works best. And this is an example. There's a online calculator for tick tock. And you can find it by just Googling tick tock calculator. And so this is a rough idea for take talk. As you can see this David drawbridge, he's one of the top tick talkers. He probably has even more followers by the time this video was uploaded. So yes, 5040 million followers. And his engaging vein is about 17%. And you can see their estimated earnings proposal is about 30 thousand to $4,545 thousand. And so that's a great way to sort of see that. I mean, it's 14 million followers. Tick tock again is another news site that's a whole other topic because they're earning is still really low, just because they're cytosine nu and the viewers on that site actually don't really translate well to sales and so on. But that's a whole other discussion. What you can just sort of focus on is that the engagement rate and to estimate ignorance proposed. And this is a great tool to use if you really want to focus on tech talk. And you can just find out by Googling tick tock calculators. So yeah, but other than that, like I said before, are focused on what you think works best. Figure it out on your own test trial and see what works best for you. 6. Influencer Marketing Trends: So now I just saw it in a sort of touch on some of the influence of marketing trends that I've been seeing. Some of the trends that have been going through 20-20 and will continue to go through 2021. And it will be a major sort of key milestone that you will have to focus on in order to succeed and influencer marketing. So these are some of the great trends that you can see now, first of all, I'm missing an influential use video, increased transparency and creating useful content instead of ads. So first let's focus on influencers who use video. Well, as you know, video is one of the greatest sort of form of content and one of the most interactive. One's better than, you know, pictures or anything like that. Just because videos are so immersive. So no more ads pulling money out of native video ads, more into integrated product placement. And that will be key. And so not just running a sort of random ad in front of a video, but putting those products into the video itself. And so that's where it influencer marketing will come in handy. Just think about it. If you run a YouTube video, for example, first of all, you can discount half the people that run ad block. So the video that has your ad played at the beginning of the video, a lot of people will not even see because nowadays a lot of people use ad block. But if you have that product in the video itself that they want to watch, there's no way to really skip that. So that way they will sort of be forced to watch the ad, but also they will see the Creator that they want to watch, engage with your product. And so that sort of integrated product placement is so much better than just random native video ads. They give you more control as well. Brands control what they say, how they say it. Unlike ads. So of course you can run your video ads, but a lot of people that just either skip it or even if they do watch it, it's not as controlled as the sort of influencer that uses your product. So some example would be YouTube videos, IGV, twitch, tick tock, Snapchat, etc. Utilities and too, which I think are some of the best ones and tick torque now rising as well. Youtube videos for example. As I said before, if you have a logger and somebody says, oh, this is a camera I use, a lot of people will say, okay, Dave sent literally just watching him for the vlogs. And if they use that camera, then it must be good. So this is a great way to use that integrated product placement. But if you run a video ad before the actual video plays of that camera, a lot of people might not care. So that influencer and in that sense, might be worth more than putting it in front of that. So integrated product placement is to key in video ads basically even better than pictures just because they interact with that product. And a lot of these will be showing up on Twitch as well. I will be talking about a whole twitch marketing video as well. So follow the channel and keep a lookout for that. But which is also a great place for integrated product placement. I'm sure if you've used which you've seen a lot of these just for playing games or a lot of the foods are done onto which, you know, if you have Mountain Dew game fueled to reuse a lot of Popeye's or hobbies and stuff like that. They really integrate that because it's a great place to integrate that product placement. You know, they'd gaming And then they order on Uber and they get deliberative burger. That's a great way to integrate that product placement. It's an absolute amazing example of a infants in marketing campaign in that sense. So next, let's talk about the next point here, increased transparency. And with that, I basically mean the sort of disclosing relationships has caused a major and disruption in the industry since the FTC sent out letters in April 17 officially wanting brands and influence distant garlic closely clearly disclose their working relationships. So I'm sure if you're in the marketing space in past years, you've really noticed that a lot of, a lot more people have to be more transparent about the ads. There's been a lot of little sort of things going on in the past, right? And the cusp or at the beginning of the infants marketing. Well people say this is an amazing product, but we'll never know it's an ad because people, it's not marked or anything. So people will literally just think they're shouting them out or think, oh my god, it's so amazing. Actually just used this. But behind closed doors did being paid thousands of dollars to say it. Nowadays, people have to put the hashtag sponsored, have to add or partnered in the post. And a lot of that has to do with just being more transparent about that. Because there's, there was a lot of, you know, ethical and moral, so dilemma is going on with that. And you can think about that what you want, but it's just a trend that's going to be there and it's going to get worse and worse or better and better, whatever side you're on. But it's just going to be more transparent and more transparent. Just on Instagram, for example, you see the Brenton branded content option as you can see on the screen. I'm sure if you use Instagram, you say this, you know, their name and then paid partnership with whatever they use. So you've seen this across Instagram all the time and it's just going to get sort of more increased in that. But I think it's definitely on the cusp right now at increased transparency is just right that people have to put and disclose if it's an ad. And you will continually see you that in all countries as well, not just to us, it's been even worse in some other countries. I think it's a great way because a lot of people will not have that, oh, I really like it product, but they actually have to say I'm being paid to do this. So as an advertisement or you can think about that, what you want as an influencer. I'm sure you have a different opinion on that, but it's definitely going to be one of the trends that's just going to be there just because it's, you know, that kind of landscape nowadays it's become so huge, it's impossible for the authorities to overlook as well. And so the next thing that I want to have here or the last point here is creating useful content instead of ads. So what I mean by that is having an authenticity. You know, content marketing is derived from people's demand for authenticity. So that's sort of piggy backs up. The last idea is a lot of people just sort of have these posts and say, this is the best product I've ever used and so on. But if it's more reputable, reputable source and a more reputable sort of brand and influencer. People are more likely to believe it. And so that comes from authenticity. And you have to have an ad balance as well. The influence that you choose to partner with has to have the right bounds of non-commissioned content and commission content. And with that, I mean, if you have somebody that puts hashtag, AD hashtag sponsored post out every two days, you might not get the same sort of treatment on your site than you do when somebody who does Rayleigh any advertised posts, because then they really mean it, especially if you have a competing product. So if somebody uses a chair or a shoe or whatever and say this is the best whoever. And then the next month they put out another post-it says this is the best show ever. Sometimes they might lose their audience in the sense that they think like, okay, this guy just says whatever he's saying because he's being paid. If you have a more authentic influencer, you can really have that connection and you can really see, OK, this guy never gets paid to do anything, but if he's being paid for this, then it must be really good or you can really have that connection. So that's just sort of a tip that I would give and you'd have to focus on is creating this useful content instead of just saying this is depressed product ever, but actually providing value to people who haven't purchased a product and then giving them a reason to buy that product. And when I say Gift given take, because they give entertainment info useful content and then take the sales subscribed legs, et cetera, what it is. So you can, you know, the bare minimum example would be giveaways, but other than that, I would say it's also just information, giving out information, giving out tips and so on. And then people will naturally sort of subscribed, naturally sort of sort of go to your products and it gives you that love that you give them as well. So it is sort of a given take in the sense that you have to provide value. But also focusing on the authenticity value, saying that, you know, work with an influencer that you think is right and allies with your values. That's also one of the things that I would say is you have to align and values and you have to be happy with the influencer, or you won't be happy with their audience as well because they're reflective of their influencer, especially the bigger they are, the more that sort of plays into the role. 7. Final Tips and Summary: So just to end the video here, I want to give some final tips and just sort of a summary of what we've seen. First of all, infants and marketing. Just to recap, it's incredible and ever growing opportunity. One of the greatest, greatest sort of things and marketing history. It's incredible what's going on with infants and marketing. If you're not getting involved, you know, you're leaving money on the table in either direction as an influence or as a company. Really, there's a lot of stuff that you can do when it comes to infants in marketing. And it's just really, really an incredible opportunity that you have to really get focused on and get involved in if you want to succeed in that aspect. And the second one here is any size influencer works as well, as long as you influencer has a solid reputation and genuine cloud follow numbers are relatively unimportant. Of course, having somebody with $25 is not going to do a lot. But what I mean by that is you don't have to have Kylie Jenner on your side to build an IM crazy, amazing products. Especially as I said before, we're having micro influencer's is if you have multiple partners or various influencers with an actual engaged audience and people and fans that they care about, then they will care about your product as well. And you will see that with your products and you will see that with their profile as well. So you do have to do your due diligence and see how their fans respond to their ads. Have fans respond to their content as well. If you simply consume, consume, consume. Don't really care about the influencer. They won't care about what they have to say either. So as I said before, influencer marketing is all about getting involved with the influences that you work with. And another tip I can give in that regard is let them be a lot of the times let me, infants are advertised how they want works best if you give them a script and tell them exactly what to say. A lot of the times that, that works just as well. But most of the times I would actually say Is simply given them a product and let them be creative, especially if they're very creative influencer. And you know, if you have you, somebody like Zach King for example, on tick tock. He's one of the most creative artists on tick tock there. If you give them a product, he's gonna know how to advertise that. He's going to know what to do if you tell them, stand in front of the camera and do this, it's going to look so fake and so stage that the people are automatically not like it because nobody likes getting advertised to. But if they let them be creative and let them do it on their own terms, then a lot of the times the audience will ignore understanding because it's going to be the same influencer that they non love. Even though the advertising a product and they're going to be like OK, and this guy, you know, he's funny, he's doing his advertisement. That's just what do you gotta do. But if it's two-stage in to fake pupil for not liking it and that will reflect and not liking your product or just not caring about it at all. So a 100% of the time, 99% of the time, I would even say, just let them be, let the influencer do what they wanna do and let them be creative in their own way. If you're a brand, let them do their own influence marketing in that sense. What I want to say lastly, as basically the new TV ads, influencer marketing is denote TV ads it infants marketing is the way to advertise nowadays, if you're not learning, you're leaving money on the table. It's planets that it's very, very simple. Influence marketing is just so incredible. And all sorts of aspects. You can have any size company and have successful inference marketing campaigns. If you find the right person, if you do you enough research and you run the right campaigns, it can be so powerful just in terms of ROI. The amount of money that you have to put in to have the feedback and get that following and get that product, get to sales conversion, whatever it is back is. It's very unprecedented in the sense that we've never seen it before at this stage. So get involved in inference of marketing. Do you research again, evolving with it in the sense that you want to become a practitioner who decides and become a practitioner of the influencers and get your information right. So you will see success, you will see a growth with your brand if you do it, right? So that's basically going to be it for this video. I really hope you enjoyed everything minus min John Valentine. I hope you learned a lot. Feel free to jump back and go watch back anything that you haven't understood and feel free to leave a comment in the discussion section below as well. I will be answering all in any common state you have any questions that you ask. And I'll be interactive with you and make sure to check out the channel as well. I have a bunch of videos related to digital marketing, you know, tick tock, Facebook, YouTube, Twitch, everything basically that you need to grow your online presence and be focused in on digital marketing and everything that's to do with online businesses. But other than that, that's pretty much been in, I really hope you enjoyed this video, leave it a positive rating as well, and I will see you in the future. My name has been John Valentine. Thank you so much for watching. Bye bye.