Article 13, or Article 17 as it’s now formally known, is very likely to have the single, greatest impact on the internet than any other law we’ve seen passed to date.
On the surface it seems relatively simple: the responsibility for checking copyrighted content now lies with the social platforms (Facebook/YouTube/Instagram etc) instead of the individual uploading the content. The platforms will now also be the ones held liable in the case of a law suit. This seems to make sense, right? For years the major tech players have been building vast business models off the back of stolen content…
The micro influencer debate was bad enough, but now the “nano influencer” hype is getting silly. Let me share a case study…
A very well known brand conducted an experiment: 1 video with a “macro influencer”, and 20 with “micro influencers”. The cost balanced out. The aggregate engagement for the micro influencers outperformed that of the macro influencer. They affectively achieved lower CPMs (Cost Per Mille/Thousand) and CPEs (Cost Per Engagement). Hurrah — micro influencers are better!
But wait… Out of the 627 products sold, 626 of them came from the one macro influencer… Oh.
Why might this be? A…
“Why isn’t my influencer marketing campaign delivering an ROI?” is one of the most common questions I’m asked.
A client of ours began an influencer campaign before they started working with Peg. Yesterday, they received the results. From an awareness perspective it delivered very well. From an ROI perspective? Not so great.
The CEO asked why I thought this was. Just hours later I had another client ask a very similar question. It dawned on me that this is a common problem for everyone. So with the anonymised client’s permission, I thought it might be useful to share my response.
Everyone has missed the point when it comes to influencer marketing. The world is caught up with fake followers, engagement rates and anyone who’s been on Love Island.
What has been lost is the fact that influencer marketing is a way of causing action and that although metrics and price are important, it’s the way we behave as humans that is key to success.
In the 1960’s, Edgar Dale theorised a model of learning titled: Dale’s Cone of Experience.
It looks a bit like this:
‘The capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself.’
By its very definition, influencer marketing is the art of cause and effect. In the case of advertising, it’s the leveraging of a creator that drives a trackable and measurable action from their audience.
That said, there are cases when creators can be used as a pure media channel in order to obtain large scale reach. By all accounts they do offer this for brands. …
Unlike many genres of creators, those who produce gaming content know exactly who they are and what their audience love. That is one of the reasons why many of these creators are able to broadcast to millions of subscribers on a daily basis. They have self built communities who share their passion for gaming and the innovative ways in which they play games and create content.
The content gaming creators make can vary by type (gameplay, reviews, walkthroughs, tips etc), but they all provide their audience with value. …
Cannes Lions is not only a great platform for celebrating advertising’s greatest work, but also a chance for the big names to lay down their initiatives for the coming year.
2018 was no different. Keith Weed, Chief Marketing and Communications Officer of Unilever made an announcement around how they would now be approaching influencer marketing and what they wanted to see from it.
‘Transparency from Influencers: We will not work with influencers who buy followers.
Transparency from Brands: Our brands will never buy followers.
Transparency from Platforms: We will prioritise partners who increase transparency and help eradicate bad practices throughout…
It’s every marketer’s dream to have a way of efficiently and consistently delivering campaigns that are guaranteed to generate a positive ROI. The biggest issue for many brands in achieving this however, has been the lack of distinctive metrics that help shape effective strategy.
Influencer marketing has been no different to this during its early existence. Partnerships to date have often lacked proof of their overall business impact outside of just media metrics. …
Unlike other industries, when it comes to gaming on platforms such as YouTube and Twitch, these creators have a truly engaged audience. Gaming influencers have single handedly created an immensely captivating ecosystem of content types that gamers love. This makes it incredibly easy for gaming publishers to not only get content seen by the right people, but also have clarity in the types of content that work.
The combination of a specific audience and achievable user generated content guidelines is a dream come true for those looking to market their games in this way.
Although other creators and genres offer…
At the beginning of 2018, Peg set out to find where and how influencers can be most effective. We explored results from multiple campaigns, delved into a vast number of industry sectors, cross referenced brand attributes and established a key tipping point for truly effective influencer marketing.
As a summary of our findings, we noted three key things that make a brand perfect for influencer marketing:
There is a…
Powering organisations to execute influencer marketing in a way that’s effing effective, seriously safe and predictably profitable. Return on Influence.