Influencer Marketing Benchmarks Report
ll Year 2015March 2016#1RinfluencerRhythmOne Full Year 2015 Influencer Marketing Benchmarks Report1
Table of ContentsAbout This Report.3Full Year 2015 Highlights. 4Full Year 2015 Influencer MarketingPrograms Overview.5-8 Sponsored Blog Posts Social Action and Branded Content Distribution Influencers and Influential Content Earned Media ValueResults. 9-11 Earned Media Value Influencer Engagement Rate Social Action Rate by ChannelConclusions.12-13AppendixCategory-Specific Benchmarks.15-19 Alcoholic BeveragesBaby CareBath, Body, Skin, & BeautyCasual Dining RestaurantsCPG FoodCPG Non-FoodElectronicsGrocers & SupermarketsHealth & PharmaHome & GardenRetailers & ApparelTelecommunicationsToys & GamesTravel & Tourism“We want to be wherever ourcore audience is and be arelevant brand in their lives.[and] the eyeballs from adigital ad buy are less valuablethan the ones we get througha genuine influencer whospeaks clearly and activelyabout the brand.”- Mitch Mirsky, New Era Cap Co.1Case Studies.22-25Resources.262RhythmOne Full Year 2015 Influencer Marketing Benchmarks Report#1Rinfluencer
About This ReportRhythmOne’s Full Year 2015 InfluencerRhythmOne and Influencer MarketingMarketing Benchmarks Report offersWe help marketers weave brand stories intoan aggregated analysis of the dozens ofthe content and social platforms of someInfluencer Marketing programs we ranof the largest independent bloggers andduring January—December 2015.publishers on the web. We do this throughThis report, which is the third offering in ourour Influencer Marketing programs that canseries of influencer benchmarks reports,include a variety of content creation andprovides key insights in the areas of brandeddistribution solutions, such as Sponsoredcontent execution, earned media value,Blog Posts, Social Action programs, andsocial media action, consumer engagement,content distribution rich media ad units.and more.We are advocates of Influencer MarketingIn 2015, our US-targeted Influencerbecause we know online consumers trustMarketing programs spanned 14 advertiserand are impacted by the influencers theycategories and employed (in aggregate)follow. For brands, there is no more effective752 influencers – each of whom has a directplace to engage consumers than a trustedrelationship with RhythmOne.environment.#1RinfluencerRhythmOne Full Year 2015 Influencer Marketing Benchmarks Report3
Full Year 2015 HighlightsOn average in 2015, advertisers who implemented a RhythmOneInfluencer Marketing program received 11.20 in earned media value(EMV) for every 1.00 of paid media. This figure represents an increase of16% over our 1H 2015 average of 9.60 in EMV and 63% over our full year2014 average of 6.85 in EMV.On average, our 2015 Influencer Marketing programs deliveredan influencer engagement rate (total engagements/totalexposure) of 1.50%.Overall, Instagram was the best performing channel forsocial action– it delivered a social action rate (social mediaengagements/social media exposure) of 3.21%.At 21.03 in earned media value for every 1.00 of paid media,the Alcoholic Beverages advertising category received thegreatest EMV for our full year 2015 Influencer Marketingprograms – followed by Travel & Tourism, at 18.98 in EMV.Inclusion of a sweepstakes or giveaway typically drove higherearned media value and higher influencer engagement rates,vs. those Influencer Marketing programs that did not includesuch a component.4RhythmOne Full Year 2015 Influencer Marketing Benchmarks Report#1Rinfluencer
Full Year 2015 InfluencerPrograms OverviewMore than one-third (36.36%) of all Influencer Marketing programs in 2015were in the CPG Food advertiser category.Full Year 2015 Influencer Program (By Advertiser Category)Alcoholic Beverages3.03%2.67%Baby Care3.03%1.62%% OF PROGRAMS% OF PAID MEDIABath, Body, Skin, & Beauty6.06%4.32%Casual Dining Restaurants3.03%1.42%CPG Food36.36%CPG Non-Food1.52%1.80%Electronics1.52%0.65%Grocers & Supermarkets3.03%1.60%Health & Pharma3.03%1.30%Home & Garden4.50%9.09%13.64%12.00%Retailers & ApparelTelecommunicationsToys & Games3.03%1.98%4.55%1.80%9.09%9.02%Travel & thmOne Full Year 2015 Influencer Marketing Benchmarks Report5
FULL YEAR 2015 INFLUENCER PROGRAMS OVERVIEWSponsored Blog PostsThe vast majority of RhythmOne’s 2015Influencer Marketing programs included paidmedia in the form of Sponsored Blog Posts.Our Sponsored Blog Posts pair brands withhand-selected influencers who developand distribute brand-approved contentthat promotes products, services, or otherinitiatives. Depending on the specifics of theprogram, the content of Sponsored Blog Poststakes the form of text, imagery, and/or video.“[Influencer marketing] is agreat vehicle for reachingnew people and educatingthem on our products it’sbeen important for us tocollaborate with differentinfluencers because theyhave such loyal fans.”- Morgan Fleming, Amika2Social Amplification and Branded Content DistributionRhythmOne’s Influencer Marketing programs leveragethe social media platforms of influencers to strengthenthe impact and extend the reach of Sponsored BlogPosts. We call this Social Amplification, and it can includeFacebook posts, Pinterest boards and pins, Instagramposts (including photos and video), Vine videos, Twitterparties, sponsored tweets, Google Hangouts, andYouTube videos.Our Expandable and Fixed Footer rich media unitsfurther extend the distribution and reach of brandedand/or curated content beyond the “influence” of theinfluencer to targeted sites.RhythmOne Social Amplification via Instagram6RhythmOne Full Year 2015 Influencer Marketing Benchmarks Report#1Rinfluencer
FULL YEAR 2015 INFLUENCERPROGRAMS OVERVIEW1. Accelerated growth. Determined andsustained audience development.Influencers and Influential Content2. Social power. Significant and measurableclout on social media.With roots dating back to 1995, independentinfluencers are RhythmOne’s currency. Our45,000 digital media influencers fostervibrant online communities through sites,blogs, and social media platforms.Most important, our influencers demonstrateseven key traits that are present in all thatthey do.3. Viral distribution. Engaging content that isoften shared organically.4. Consumer engagement. Audiences thatinteract with and react to content.5. Content expertise. Knows his or her focusinside out, no matter the topic.6. Aesthetically appealing. Clean, clear anduser-friendly design elements.7. Community leaders. Respected astrailblazers within online communities.7Full Year 2015 Influencer Marketing Benchmarks ReportRhythmOne 1H 2015 Influencer Marketing #1RinfluencerBenchmarks ReportRhythmOne#1Rinfluencer7
FULL YEAR 2015 INFLUENCER PROGRAMS OVERVIEWEarned Media ValueEarned media value (EMV) refers to thedollar value that can be attributed topublicity, social sharing and endorsement,and other unpaid digital media exposure.It is an effective measure of an advertisingcampaign’s success at reaching beyond thebounds of paid placements and a good wayto understand the “amplification-effect” ofinfluencer marketing in general.We consider a wide variety of measurements(see the below table) to calculate EMV forRhythmOne’s Influencer Marketing programs.Campaign-specific factors, such asa product giveaway or sweepstakes,can significantly impact influencerprogram EMV. Another significantconsideration is the selectedinfluencers themselves. The moreclout (social media and otherwise) aninfluencer has generally means themore followers will share their contentboth organically and frequently.RhythmOne EMV MeasurementsBlog Comments/RepliesContest EntriesFacebook: Shares, Comments, Likes, Shares from PostsTwitter: Re-Tweets, Replies/Comments, Favorites, Shares from PostsPinterest: Re-Pins, Comments, Likes, Shares from PostsInstagram: Comments, LikesYouTube: Likes, Comments, SharesGoogle : Shares, Comments, 1s, Shares from PostsVine: Likes, Revines, Shares, CommentsReach of Influencer Facebook, Twitter, Pinterest, Instagram and Google ProfilesOther Social Shares: Clicks to Brand URLs, Posts with Specific Campaign Hashtags,YouTube Views, Vine Loops8RhythmOne Full Year 2015 Influencer Marketing Benchmarks Report#1Rinfluencer
5ResultsEarned Media ValueOn average in 2015, advertisers who implemented a RhythmOne Influencer Marketingprogram received 11.20 in earned media value (EMV) for every 1.00 of paid media. This figurerepresents an increase of 16% over our 1H 2015 average of 9.60 in EMV and 63% over our fullyear 2014 average of 6.85 in EMV.Among the 14 advertiser categories comprising full year 2015 Influencer Marketing roster, theaverage EMV return breaks down as follows: Alcoholic Beverages 21.03Travel & Tourism 18.98CPG Food 12.03Grocers & Supermarkets 10.59Toys & Games 10.51 Home & Garden 10.26Bath, Body, Skin, & Beauty 7.04Heath & Pharma 6.72Retailers & Apparel 6.66CPG Non-Food 6.01Full Year 20150Full Year 2014 Casual Dining Restaurants 5.29 Baby Care 3.15 Telecommunications 1.37 Electronics 0.48Earned Media Value for Every Dollarof Media Paid (By Advertiser Category)5 11.20Full Year 2015EMV Average050N/AN/A#1RinfluencerN/ARhythmOne Full Year 2015 Influencer Marketing Benchmarks Report9
RESULTSInfluencer Engagement RateOn average, our advertisers saw a 1.50% influencer engagement rate for RhythmOneInfluencer Marketing programs in 2015.Among the 14 advertiser categories comprising full year 2015 Influencer Marketingroster, the average influencer engagement rate breaks down as follows : Bath, Body, Skin, & Beauty 3.57%CPG Non-Food 3.48%Grocers & Supermarkets 2.55%Retailers & Apparel 2.37%Travel & Tourism 1.83% CPG Food 1.64%Telecommunications 1.37%Baby Care 1.25%Home & Garden 1.17%Heath & Pharma 1.11% Toys & Games 1.09%Casual Dining Restaurants 0.32%Electronics 0.32%Alcoholic Beverages 0.29%Influencer Engagement Rate (By Advertiser Category)1.5%Full Year 2015InfluencerEngagement RateAverageInfluencer Engagement Rate total engagements/total exposure.Total Engagements measurable actions taken by readers, including (but not limitedto) Sponsored Blog Post comments, rich media clicks, and social engagement measuresincluding re-tweets, likes, etc.Total Exposure the number of times an influencer’s audience was exposed to a brand’sInfluencer Marketing program via Sponsored Blog Posts, rich media, and social media.10RhythmOne Full Year 2015 Influencer Marketing Benchmarks Report #1Rinfluencer
RESULTSSocial Action by ChannelIn 2015 across five platforms, our Influencer Marketing programs delivered an averagesocial action rate of 1.18%. Instagram was the best performing channel overall with asocial action rate of 3.21%. Twitter (3.00%), Facebook (1.53%), Pinterest (0.38%), andGoogle (0.13%) respectively rounded out the list.Video AmplificationThree percent of all Influencer Marketing campaigns used YouTube, and on averageYouTube delivered a social action rate of 8.00% (engagements/video views).Full Year 2015 Average Social Action Rate (By Advertiser Category) :Bath, Body, Skin, & Beauty (2.74%)Toys & Games (1.40%)Home & Garden (0.76%)Grocers & Supermarkets (0.76%)Baby Care (0.63%)CPG Food (1.32%)Retailers & Apparel (1.30%)Travel & Tourism (097%)Telecommunications (0.51%)Electronics (0.32%)Casual Dining Restaurants (0.32%)Health & Pharma (0.86%)Alcoholic Beverages (0.27%)CPG Non-Food (0.77%)Social Action Rate social media engagements divided by social media exposure.Social Engagements measurable actions taken by readers, including (but not limitedto) comments, retweets, likes, etc. exclusively on social media platforms includingFacebook, Twitter, Pinterest, Instagram, Google , YouTube, and Vine.Social Exposure the number of times an influencer’s audience was exposed to abrand’s Influencer Marketing program on social media platforms (excluding blogs andrich media).#1RinfluencerRhythmOne Full Year 2015 Influencer Marketing Benchmarks Report11
ConclusionsInfluencer Marketing focuses on engaging key individuals rather than the target market asa whole. It identifies the individuals that have influence over potential buyers, and orientsmarketing activities around these influencers.Authenticity at ScaleAs a marketing strategy, Influencer Marketing is inherently authentic – and as a result,advertisers that effectively weave their stories into influencer content and leverage all ofthe amplification channels at their disposal have the greatest opportunity to see positivereturns across the entire social spectrum.In other words: keep it real. A consumer who becomes aware about a new product througha trusted blog post and then sees a friend like an Instagram post about the same productis likely going to consider those experiences when it comes time to making a purchasedecision.A Shifting Spending LandscapePerhaps most telling is the shift among marketers as to who should be responsible forimplementing their Influencer Marketing budget: today 75% of ANA (Association of NationalAdvertisers) members think the responsibility should rest with their brand’s advertisingor marketing department, vs. 18% who think PR/communications professionals shouldhandle it.3 Digital advertising dollars are shifting channels, too. With barriers like ad blockersinterrupting traditional digital tactics such as banner ads, marketing budgets in 2016will see a shift toward platforms and methods that maximize earned media — includingInfluencer Marketing.412RhythmOne Full Year 2015 Influencer Marketing Benchmarks Report #1Rinfluencer
CONCLUSIONSSocial Channels for Maximum ActionAccording to comScore, the total US digital population (desktop and mobile) visitingFacebook in February 2016 was 204.3 million visitors/viewers. In that same month on bothdesktop and mobile devices, Twitter had 117.5 million visitors/viewers, Instagram had 104.8million, Pinterest had 86.6 million, and Google had 83.8 million.It’s All About MobileNot surprisingly, according to the comScore data, mobile devices (i.e., smartphones andtablets) are the go-to means for accessing social media. Facebook’s total mobile visitors/viewers was 15% larger than the desktop figure and Twitter’s mobile vs. desktops stat was55% larger. Instagram, Pinterest, and Google all drew significantly larger percentagesof mobile views than Facebook and Twitter – respectively, the mobile share of thesechannels beat desktops by 438% (Instagram), 113% (Pinterest), and 124% (Google ).At the end of the day, Social Actionsuccess rides on knowing your audience.Be on the platforms where your targetconsumers are, and work with influencerswho have built engaged communitieson these social channels. If your targetis a female aged 18 to 34, for example,Instagram is 1.81x more likely than thedigital average to have visitors that fit thisdemo – vs. 1.16x for Facebook.5“We don’t look at socialas just social—it’s a wayof distributing engagingcontent brands like Allstatelove distributing theirmessages in an organic way,and we know that consumersare three to 10 times morelikely to convert if they seeinfluencers promoting andsponsoring content.”- Lizzie Schreier, Allstate6#1RinfluencerRhythmOne Full Year 2015 Influencer Marketing Benchmarks Report13
Appendix
Category-SpecificBenchmarksAlcoholic BeveragesBaby CareAdvertisers in the Alcoholic BeveragesAdvertisers in the Baby Care categorycategory used a total of 13 influencersused a total of 33 influencers (in(in aggregate) for Influencer Marketingaggregate) for Influencer Marketingprograms in 2015.programs in 2015.On average, advertisers in the AlcoholicOn average, advertisers in the Baby CareBeverages category saw an EMV ofcategory saw an EMV of 3.15 for every 21.03 for every dollar of paid media.dollar of paid media – 2.5x the full yearAdvertisers did not run giveaways and/or a2014 EMV return of 1.27. One-half (50%) ofsweepstakes.the Influencer Programs in this categoryAdvertisers in the Alcoholic Beveragesran a giveaway and/or sweepstakes as ancategory also saw an average influencerengagement tactic.engagement rate of 0.29% and an averageAdvertisers in the Baby Care category alsosocial action rate of 0.27%.saw an average influencer engagementrate of 1.25% and an average social actionrate of 0.63%.Social Action RateInstagram2.47%Facebook0.61%TwitterGoogle PinterestSocial Action .04%Facebook0.19%0.14%Charts relative to advertiser category; social exposure 1,000 not included#1RinfluencerRhythmOne Full Year 2015 Influencer Marketing Benchmarks Report15
CATEGORY-SPECIFIC BENCHMARKSBath, Body, Skin, & BeautyCasual Dining RestaurantsAdvertisers in the Bath, Body, Skin,Advertisers in the Casual Dining& Beauty category used a total of 31Restaurants category used a total of 80influencers (in aggregate) for Influencerinfluencers (in aggregate) for InfluencerMarketing programs in 2015.Marketing programs in 2015.On average, advertisers in the Bath, Body,On average, advertisers in the CasualSkin, & Beauty category saw an EMV ofDining Restaurants category saw an EMV 7.04 for every dollar of paid media – 2.8xof 5.29 for every dollar of paid mediathe full year 2014 EMV return of 2.52.– 1.4x the full year 2014 EMV return ofOne-half (50%) of the Influencer Programs 3.89. Advertisers did not run giveawaysin this category ran a giveaway and/orand/or a sweepstakes.sweepstakes as an engagement tactic.Advertisers in the Casual DiningAdvertisers in the Bath, Body, Skin, &Restaurants category also saw anBeauty category also saw an averageaverage influencer engagement rate ofinfluencer engagement rate of 3.57% (2.4x0.32% and an average social action rateour 2015 average of 1.50%) and an averagealso of 0.32%.social action rate of 2.74%.Social Action RateSocial Action RateInstagram1.27%Twitter1.22%Google 25%FacebookGoogle 0.25%0.02%0.08%Charts relative to advertiser category; social exposure 1,000 not included16RhythmOne Full Year 2015 Influencer Marketing Benchmarks Report #1Rinfluencer
CATEGORY-SPECIFIC BENCHMARKSCPG FoodCPG Non-FoodAdvertisers in the CPG Food categoryThe advertiser in the CPG Non-Foodused a total of 269 influencers (incategory used a total of 8 influencers foraggregate) for Influencer MarketingInfluencer Marketing programs in 2015.programs in 2015.The CPG Non-Food advertiser saw an EMVOn average, advertisers in the CPG Foodof 6.01 for every dollar of paid media –category saw an EMV of 12.03 for every3.3x the full year 2014 EMV return of 1.82.dollar of paid media. One-third (33%) ofThe advertiser ran a giveaway and/orthe Influencer Programs in this categorysweepstakes.ran a giveaway and/or sweepstakes as anThe CPG Non-Food advertiser also saw anengagement tactic.average influencer engagement rate ofAdvertisers in the CPG Food category also3.48% (2.3x our 2015 average of 1.50%) andsaw an average influencer engagementan average social action rate of 0.77%.rate of 1.64% (1.1x our 2015 average of1.50%) and an average social action rateof 1.32%.TwitterSocial Action Rate4.28%Instagram3.81%FacebookGoogle 3.50%Google TwitterPinterestSocial Action 0.45%0.56%0.12%Charts relative to advertiser category; social exposure 1,000 not included#1RinfluencerRhythmOne Full Year 2015 Influencer Marketing Benchmarks Report17
CATEGORY-SPECIFIC BENCHMARKSElectronicsGrocers & SupermarketsThe advertiser in the Electronics categoryAdvertisers in the Grocers &used a total of 5 influencers for InfluencerSupermarkets category used a total of 30Marketing programs in 2015.influencers (in aggregate) for InfluencerThe Electronics advertiser saw an EMV ofMarketing programs in 2015. 0.48 for every dollar of paid media. TheOn average, advertisers in the Grocers &advertiser did not run a giveaway and/orSupermarkets category saw an EMV ofsweepstakes. 10.59 for every dollar of paid media – 2.2xThe Electronics advertiser also saw anthe full year 2014 EMV return of 4.80.average influencer engagement rate of0.32% and an average social action rate alsoof 0.32%.One-half (50%) of the Influencer Programsin this category ran a giveaway and/orsweepstakes as an engagement tactic.Advertisers in the Grocers &Social Action RateSupermarkets category also saw anTwitter0.68%average influencer engagement rate of2.55% (1.7x our 2015 average of 1.50%) andFacebook0.54%an average social action rate of 0.76%.Social Action RatePinterest0.17%Twitter5.74%Instagram1.79%Google 1.08%Facebook1.03%Pinterest0.19%Charts relative to advertiser category; social exposure 1,000 not included18RhythmOne Full Year 2015 Influencer Marketing Benchmarks Report #1Rinfluencer
CATEGORY-SPECIFIC BENCHMARKSHealth & PharmaHome & GardenAdvertisers in the Health & PharmaAdvertisers in the Home & Gardencategory used a total of 15 influencerscategory used a total of 30 influencers(in aggregate) for Influencer Marketing(in aggregate) for Influencer Marketingprograms in 2015.programs in 2015.On average, advertisers in the Health &On average, advertisers in the Home &Pharma category saw an EMV of 6.72 forGarden category saw an EMV of 10.26every dollar of paid media. (No programsfor every dollar of paid media – 16x thein this category ran in full year 2014.)full year 2014 EMV return of 0.64. One-Advertisers did not run giveaways and/or ahalf (50%) of the Influencer Programssweepstakes.in this category ran a giveaway and/orAdvertisers in the Health & Pharmasweepstakes as an engagement tactic.category also saw an average influencerAdvertisers in the Home & Gardenengagement rate of 1.11% and an averagecategory also saw an average influencersocial action rate of 0.86%.engagement rate of 1.17% and anaverage social action rate of 0.76%.Social Action RateTwitterInstagramGoogle Social Action .12%PinterestFacebook0.12%FacebookGoogle 1.09%0.68%0.56%0.24%Charts relative to advertiser category; social exposure 1,000 not included#1RinfluencerRhythmOne Full Year 2015 Influencer Marketing Benchmarks Report19
CATEGORY-SPECIFIC BENCHMARKSRetailers & ApparelTelecommunicationsAdvertisers in the Retailers & ApparelAdvertisers in the Telecommunicationscategory used a total of 126 influencerscategory used a total of 22 influencers(in aggregate) for Influencer Marketing(in aggregate) for Influencer Marketingprograms in 2015.programs in 2015.On average, advertisers in the Retailers &On average, advertisers in theApparel category saw an EMV of 6.66 forTelecommunications category saw anevery dollar of paid media. One-third (33%)EMV of 1.37 for every dollar of paidof the Influencer Programs in this categorymedia. (No programs in this category ranran a giveaway and/or sweepstakes as anin full year 2014.) Advertisers did not runengagement tactic.giveaways and/or a sweepstakes.Advertisers in the Retailers & ApparelAdvertisers in the Telecommunicationscategory also saw an average influencercategory also saw an average influencerengagement rate of 2.37% (1.6x our 2015engagement rate of 1.37% and anaverage of 1.50%) and an average socialaverage social action rate of 0.51%.action rate of 1.30%.Social Action RateSocial Action RateInstagramGoogle 80%1.67%Twitter0.67%FacebookPinterestGoogle 0.27%0.19%0.02%0.24%Charts relative to advertiser category; social exposure 1,000 not included20RhythmOne Full Year 2015 Influencer Marketing Benchmarks Report #1Rinfluencer
CATEGORY-SPECIFIC BENCHMARKSToys & GamesTravel & TourismAdvertisers in the Toys & Games categoryAdvertisers in the Travel & Tourismused a total of 25 influencers (in aggregate)category used a total of 30 influencersfor Influencer Marketing programs in 2015.(in aggregate) for Influencer MarketingOn average, advertisers in the Toys &programs in 2015.Games category saw an EMV of 10.51On average, advertisers in the Travel &for every dollar of paid media – 3.2xTourism category saw an EMV of 18.98the full year 2014 EMV return of 3.31.for every dollar of paid media – 2.7x theAdvertisers did not run giveaways and/or afull year 2014 EMV return of 7.04. One-sweepstakes.half (50%) of the Influencer ProgramsAdvertisers in the Toys & Games categoryin this category ran a giveaway and/oralso saw an average influencer engagementsweepstakes as an engagement tactic.rate of 1.09% and an average social actionAdvertisers in the Travel & Tourismrate of 1.40%.category also saw an average influencerengagement rate of 1.83% (1.2x our 2015Social Action Rateaverage of 1.50%) and an average socialFacebook2.43%Twitteraction rate of 0.97%.1.89%InstagramSocial Action e 1.89%0.08%TwitterPinterestGoogle 0.43%0.15%0.04%Charts relative to advertiser category; social exposure 1,000 not included#1RinfluencerRhythmOne Full Year 2015 Influencer Marketing Benchmarks Report21
Case Study22RhythmOne Full Year 2015 Influencer Marketing Benchmarks Report #1Rinfluencer
BEVERAGES - CPG FOODClient: A natural and organic processed meats brand.Objective: Encourage product trial of a lunch kit and amplify brand messagingduring back-to-school timing.Target: Moms of children aged 5 to 10 who have made organic food purchases.Talent: 23 health-conscious mom influencers with school-aged children at home.Solution: The 23 influencers each received a lunch kit to enjoy with her kid(s)and one kit to give away to a reader through a Sponsored Blog Post contestpromotion. Each influencer created highly visual posts showing off the brand andlunch kit.Along with the posts, an Influencer Fixed Footer with video (featuring the lunch kit)ran across independent websites geared towards moms to increase awarenessand brand engagement. We also ran Social Amplification programs across theinfluencers’ social accounts to drive campaign engagement.Results: The Sponsored Blog Posts and Social Amplification programs drovemore than 9,000 interactions across blog comments and social media. More than650 of those engagements were contest entries. In addition, the click-throughrate (CTR) for the Influencer Fixed Footer surpassed rich media in-page CTRbenchmark by more than 24x.#1RinfluencerRhythmOne Full Year 2015 Influencer Marketing Benchmarks Report23
Case Study24RhythmOne Full Year 2015 Influencer Marketing Benchmarks Report #1Rinfluencer
RETAIL & APPARELClient: A national clothing retailer.Objective: Bring the client’s campaign – The Art of Dressing Normal – to life.Target: Millennial women.Talent: Two high-profile influencers who each have a unique sense of styleshowcased in what they wear and do.Solution: Each influencer creatively brought “everyday looks” to life by creatingfour custom-branded content posts featuring the client’s clothing. The posts livedon the respective influencers’ sites and social channels, and they included video,photography, and even hand-drawn sketches.To amplify campaign reach, we distributed the custom content within ourproprietary Influencer Fixed Footer and Launchpad rich media ad formats.These ad formats gave our in-house team the vehicle to build brand approved adcreative that drove and extended conversations about the retail brand amongMillennial women.Results: Our efforts delivered an earned media value (EMV) that exceeded theRhythmOne full year 2015 average by more than 60%. In addition, the clientfeatured the influencers’ photographs of “everyday looks” both online (on a clientowned microsite), in national ad campaigns, and in physical retail locations.#1RinfluencerRhythmOne Full Year 2015 Influencer Marketing Benchmarks Report25
ResourcesCited Articles and Quotes1Minsker, Maria: “For Influencer Marketing, Instagram Is the Place to Be.” eMarketer,December 10, 2015.2Minsker, Maria: “Influencer Marketing: A Long-Term Relationship, Not a Fling.” eMarketer,January 28, 2016.3Williamson, Debra Aho: “Influencer Marketing for US Brands: The Platforms to Watch, andthe Best Ways to Work with Creators.” eMarketer, February 4, 2016.4Hall, John: “Build Authentic Audience Experiences Through Influencer Marketing.” Forbes,December 17, 2015.5comScore Media Metrix – Key Measures, February 2016. Data source: Multi-platform.6Minsker, Maria: “Influencer Marketing Will Be Hot Trend for Social Strategy in 2016.”eMarketer, October 16, 2015.26RhythmOne Full Year 2015 Influencer Marketing Benchmarks Report #1Rinfluencer
About RhythmOneRhythmOne links brands with audiences at scale across connected devices.Our multi-channel reach and comprehensive suite of desktop and mobilead formats let us target quality audiences wherever and whenever theyengage with media. Through our cross-screen advertising capability, brandscan optimize spend and execute integrated campaigns with completetransparency into attribution and performance.Visit www.RhythmOne.com or call 1 (415) 655-1450 for more information.Copyright 2016 RhythmOne. All rights reserved. The information and specifications in thisdocument may be subject to change.
YouTube Views, Vine Loops Campaign-specific factors, such as a product giveaway or sweepstakes, can significantly impact influencer program EMV. Another significant consideration is the selected influencers themselves. The more clout (social media and otherwise) an influencer has generally means the
2017 INFLUENCER MARKETING IN REVIEW of marketers implemented an influencer campaign. 86% 71% of influencer marketers believe it’s an effective strategy. 92% of marketers say that video content produces the best ROI. 51% 71% Consumers are more likely to purchase based on social media reference. 6.50 ROI for every 1 spent on influencer marketing.
influencer marketing, that our survey respondents were highly positive about the effectiveness of the activity. Indeed, 92% believe influencer marketing is an effective form of marketing. It would be interesting to know whether the 62 respondents (8%) who disbelieved in the effectiveness of influencer marketing, had had bad experiences,
Marketing, Social Media Influencer, and Influencer Marketing. 2 . 7.1 Appendix One Thematic Question guide: _ 77 7.2 Table One- Table of participants (In-depth Interview)_ 79 . influencer marketing as a strategy in marketing. More so, since social media started, it has been apparent, the rise of social media .
influencer marketing but reporting and measurement is still a top concern, requiring the need for a guarantee in influencer ROI for enterprise marketers. 2020 was a big year for many in marketing and advertising, and the same is true for influencer marketing. When budgets
The influencer marketing agencies are the central and vital force of knowledge and experience within the influencer marketing area, working in order to ensure that campaigns are as successful and valuable as possible (Mediakix, 2021). Therefore, the influencer marketing agencies might become a driving force in how
Influencer Code of Conduct Canadians aged 18-35 are more likely to be aware of influencer marketing; but most are not aware of hashtags that denote paid influencer marketing. In response to a separate question, 21% of all surveyed said they had seen or noticed #Sponsored or #Ad in posts.
Influencer Marketing Industry is set to grow to approximately 9.7B in 2020 More than 380 new influencer marketing- focused agencies and platforms established in 2019 Average earned media value per 1 spent has increased to 5.78 300% more micro-influencers utilized by large firms than in 2016
the ISO 14001 standard and provide step-by-step procedures, sample documents or templates, and tips for developing and implementing an EMS that is appropriate to the organization and its operations. Please remember that this is a guidance document and not a rigid instruction manual. All of the ISO elements must be addressed in your program and meet the ISO requirements, but you will notice .
