We believe that bringing brands, content, celebrities and influencers together makes storytelling more meaningful and impactful.
Influencer Marketing Has Created New Business Needs
In the last few years, influencers have become one of the most talked about topics in the marketing world. Influencers and the potential for their content marketing abilities have steadily risen to the top of every brand marketer’s radar. According to a recent survey, 84% of marketers plan on executing at least one influencer marketing campaign in 2017. Why? Because influencer marketing allows a brand to get feedback from consumers that are likely already paying attention to brand related content.
Like any new industry, there are several ancillary businesses that have begun popping up to support the influencer craze. In this blog, Hollywood Branded explores three (3) types of influencer marketing related businesses that have been created, driven by the need to manage this new business arena.
Influencer Discovery Platforms
Before any campaign can be run, a brand marketer must be able to identify and recruit influencers for the campaign. To make this process easier, there are several different influencer discovery software that have begun to pop up. These software platforms allow brand marketers to filter through thousands of influencers by specific search criteria. For example, companies like Brandslip and Influence.co provide a platform where brands, and agency’s alike, can generate a list of influencers that fit their target demographic through a specific set of keywords. In addition, these software platforms are often able to provide brand marketers with an influencer’s deep data such as engagement rates, audience info or past campaigns that they’ve worked on. While some discovery platforms provide an option for brand marketers to contact influencers directly through the platform, most just provide a link to the influencer’s social media accounts where their contact info can be found. As influencer marketing continues to mature, these discovery platforms will surely become more and more integral to successful campaigns.
Influencer Campaign Trackers
There are two important things a brand marketer must do when implementing an influencer marketing campaign.
That’s where influencer monitoring and tracking software come into play. Software like Traackr and Grapevine provide tools that allow marketers to input various metrics that they would like measured and gauge how well the campaign did in relation to those metrics. They’re able to quantify the impact of each individual influencer involved with the campaign and adjust the strategy accordingly, increasing a brand marketer’s chance of reaching their goals for the campaign.
Curated Content Platforms
Last but not least, there’s a new wave of media companies popping up that focus solely on creating influencer related content for the public to enjoy. For example, the company Trending All Day is a multimedia company that provides engaging and up to the minute, entertainment news on the lives of the most popular social media stars. Think ESPN, but instead of sports, influencers.
These new age socially driven media companies have noticed the power of social media stars and are now taking steps to legitimize their craft and monetize this growing sector in pop culture. Five years ago, we could have never imagined that a company like Trending All Day would exist. This goes to show that the influencer space is solidified and here to stay for a long time.
These are just three types of businesses that have sprung up as a result of influencers - there are many others tools and platforms out there that are trying their best to carve out their own niche to get a piece of the influencer craze.
As a brand marketer, having either one of the two software platforms listed (or any other tools out there) may help you implement a successful influencer marketing strategy. While many of these brands offer a scaled back version of their software for free, the full software with all of its functions can oftentimes be CRAZILY expensive. Which is why it often makes more sense to work with an agency who has access to software, and the actual time to devote to researching, activating and overseeing the entire campaign.
Working With Influencers
Before spending the money, be sure to do as much research as you can on what features your agency or brand can benefit from most. Influencer marketing is a strategy that with the right amount of attention to small detail will surely reap great benefits.
Our e-book, The Only Guide You Need To hire Social Influencers can be downloaded by clicking the image below. Check it out and let us know if we missed anything!!
Stacy Jones, Hollywood Branded's founder and CEO, has over twenty six years of leadership experience building global entertainment branding campaigns for top Fortune 500 companies and hundreds of brands. Her career started after receiving her BFA in Theater Production & Scenic Design from the University of Arizona. Acknowledged as an expert in the field, she has appeared on CNN and MSNBC; spoken at conferences around the globe from Germany to Beijing; and has been featured in Forbes, The Wall Street Journal, The Hollywood Reporter, Financial Times, The Economist, Brandweek, Advertising Age, Variety, B&C and Mediaweek amongst others. Originally from Texas, you will still hear her ya’ll as she gathers the team for strategy planning sessions. Like all true entrepreneurs, Stacy is an adventurer at her core – having sky dived, hang glided off bi-planes, swam with crocs while rafting the Zambezi in Africa, photographed grizzly bears in Alaska, trekked Mayan ruins in Belize, explored the ocean as an avid scuba diver, and who loves owning an advertising agency where she swims with a different type of Hollywood shark on a daily basis.