AiMCO – Australian Influencer Marketing Council ’s Post

With influencer marketing spend expected to exceed $30 billion in 2024 (😮), it’s fitting that this year's #CannesLions — AKA the #MetGala for creative marketers — introduced Lions Creators: a new space for creators to network and engage through innovative programming, including presentations, panels, and roundtables. 🌟 But this isn't just a win for Creators, it's also a strategic move for Cannes Lion to leverage new tactic: “What will be cool is how folks around the world start to see this event,” says Joe Gagliese, co-CEO and co-founder of Viral Nation, who helped create the new program. “More and more people who maybe aren’t familiar with Cannes are going to see Cannes, so I think there’s a reciprocal benefit to the festival of having these creators’ audiences follow along with what a Cannes experience is like, which is awesome for both parties.” Is influencer marketing part of your 2024 strategy? If so, how effective is it, and can it be optimized? If not, should you consider exploring this tactic? 🤔 #CannesLions2024 #InfluencerMarketing #MarketingTrends #GenZ

RETURN OF THE INFLUENCER: Part 2 🌟 Coming back with a second edition of our Return of the Influencer. This week, it´s a bit more nostalgic as I am going back to my travel & hospitality roots. 🛫 What is Estimated Media Value (EMV) and how do we calculate EMV for brands? To figure out a brand's EMV for a specific year, we tally up the EMV from all influencer content that mentions that brand. For individual posts, EMV is worked out using this formula: EMV = CPM x Impressions Curious about how we calculate Media Value? We rely on internal CPM benchmarks that are tailored to different influencer types and sizes. We also estimate the number of impressions generated by each piece of influencer content. These metrics help us swiftly determine the effective cost of each content piece. Making it to the Top 10 is a solid achievement, highlighting their strong presence and impact in influencer marketing, showing how influential their brand mentions are across various platforms. 🚀 #influencermarketing #hospitality #mediavalue Stuart Greif Ina Rodin Mirja Sickel Alexandra K. Helou Jessica Galati

The very best discussion I’ve heard on the influencer ecosystem - from clients to agencies to analysts to influencers. What’s working? What’s not? Surprising no-one, but needing to be repeated, the quality of the brief and briefing is vital. Clear communication. The setting of clear objectives and defining the metrics of what success will look like. If you use influencers, if you brief influencers, it’s worth finding the time to watch this and share with your teams. Effie Awards South Africa

Gatorade, Coffee Meets Bagel Turned To This Under-The-Radar Agency For Influencer Campaigns – The Secret To Their Standout Work: Uncharted Agency, a talent startup launched in 2023, is making waves with its creator-centric approach to influencer marketing. The selective boutique prioritizes quality over quantity, providing hands-on support to each creator client throughout the creative process. This strategy has powered standout brand activations for companies like Gatorade and Coffee Meets Bagel. Co-founders Victor Wong and Edward Kwag emphasize strong creator partnerships, transparent operations, and addressing industry pricing challenges. Notable campaigns included Gatorade Zero promotions and an AAPI community empowerment initiative aligning with the founders' values. For the creator economy, Uncharted's advice centers on niching down passions, providing audience value, and prioritizing authentic content over metrics. With measured growth plans focused on cultivating an empowering culture, the agency exemplifies how personalized attention and aligning brand purpose can drive influencer marketing impact. 👉🏼 Read the full story by clicking here: https://lnkd.in/g3EB7YRa #InfluencerMarketing #Influencer #UnchartedAgency

This is the new role of influencer agencies in the creator economy. Appreciate the feature in this great article by Gillian Follett and Phoebe Bain from Ad Age. Here's the reality... Brand dollars are increasingly being poured into influencer deals, while at the same time many agencies centered on influencer brand partnerships are struggling. Why? ➡ Supply and demand. As dollars flooded into the space everyone wanted to be an influencer agency. But it's easier said than done. ➡ Brands are expecting (as they should), an elevated level of strategy from their partners, and don't want to use several partners to accomplish different elements, they want one solution for all creator/influencer needs ➡ Influencer marketing is impacting every facet of content for brands, from social to TV. Partners need to reflect that need with the right expertise and product offering. ➡ This is no longer a small, under the radar tactic. Brands are investing millions and expecting the service to reflect that spend, and their partners to be able to measure that spends impact. ➡ Influencer agencies are increasingly having a seat at the IAT table, which is an entirely new beast that many are not prepared for. ➡ AOR partnerships are on the rise, and that is a different model than many influencer agencies are used to. The number of AOR requests Linqia has received in just the last 12 months is indicative of where things are heading. This is an evolving space and it's not going to slow down any time soon. #influencermarketing #creatoreconomy #socialmedias

In my first semester of my MBA in marketing strategy, my lecturer on a zoom call upon discussing influencer marketing as a sub section under electronic marketing sparked a 3-way debate between an entrepreneur,an influencer Harold Amenyah and myself-a creative digital strategist and marketing consultant.What is my take?I think it’s difficult to measure the ROI in this jurisdiction-mainly because most influencers are not marketers and don’t want to learn which is evident in their delivery on most electronic platforms, and as well selection of most influencers(either micro and macro) by most marketing heads are gotten wrong.Ambassadorial influencers mostly without passion for the brand in a higher percentage, are not likely to get their followers to be fully immersed in their comms.Followers are easily influenced if the influencer epitomizes and their personality fits the brand.(you can’t be known to do liposuction and be selling flat tummy tea😜)

It's remarkable how the right influencer, who genuinely connects with the brand, can make such a significant impact. Your experiment with unique discount codes is a smart move to track effectiveness and ROI. It's a valuable reminder that it's not just about the number of followers but the quality of engagement and genuine passion for the brand. In today's influencer landscape, finding authentic partners is increasingly challenging. Many influencers chase quick cash, often overlooking the long-term relationship and consistency that a brand collaboration requires. This short-sighted approach can harm both the influencer's credibility and the brand's image. It's refreshing to see your success with Anita Akua Akuffo, who truly resonates with her audience and maintains a genuine connection with your brand. This kind of partnership is key to sustainable success in influencer marketing. Looking forward to seeing more innovative strategies from your team!

34.6x ROI. That’s the return my last influencer program delivered. 💥 Influencer marketing has become an essential marketing channel, and with good reason. While the playing field is constantly evolving, creators of all sizes continue to provide brands with incredible value by advocating authentically on their behalf and building awareness and consideration. 👥 But when you add a direct path to purchase? That’s where the magic happens. ✨ For the program above, we spent $22.5k to boost influencer content that ultimately generated $780k in carted value. The entire program, including influencer and agency fees, totaled $50k, delivering a true ROI of 15.6x. 📈 What drove the success? • Data-driven insights to shape content and creator selection 📊 • Strategic media mix balancing reach and traffic ⚖️ • An exceptional team to pull it all together 🤝 I’m thrilled to have worked with Elizabeth Ollis from Open Influence on that program, and those results are why I’ve chosen them to lead the amplified influencer piece of our upcoming plant-based shopper marketing co-op. 🌱 Check out our program flyer: https://lnkd.in/dG9GwyBz #InfluencerMarketing #PlantBasedBrands #MarketingROI #Instacart

Is this the beginning of a new era for influencer marketing ❓ As we step into 2024, influencer marketing continues to climb, reaching a staggering $7.14 billion in investments. Yet, we're not just witnessing growth; we're seeing transformation. The once skyrocketing spending rates have achieved a more sustainable ascent at 15.9%. This isn't a downward turn; it’s the hallmark of an industry coming of age. What does this pivotal shift mean for the future of influencer marketing? The current is changing, and with it, brands are adjusting their sails from chasing the wind to navigating with precision—valuing enduring impact over fleeting success. Now is the moment to reinforce authenticity and strategic foresight. Our initiatives must be rooted in the principles that resonate deeply with our audience, cultivating influencer relationships that don’t just exist, but thrive long-term.  #InfluencerMarketing #TrendAnalysis #StrategicGrowth img src:https://lnkd.in/eakkjVyC

Why Cross-Posting Is Your Best Friend Cross-posting across various social media platforms enhances brand visibility, engagement, and conversions by sharing content on channels like Instagram, TikTok, YouTube, etc. With 70% of consumers eager to connect with brands on multiple platforms (HubSpot), cross-posting not only amplifies your message but also aligns with audience preferences, driving greater engagement and increased sales. So, how can you accomplish this? Tailor Content: Adapt your messaging and format to suit each platform’s unique characteristics. Schedule Posts: Leverage digital tools to streamline your cross-posting efforts efficiently. Track Metrics: Analyze engagement data to continuously refine your strategy. Let's circle back to Coca-Cola’s Share a Coke campaign, which presented tailored content across different platforms like Instagram, Facebook, and X(Twitter). Each channel played its unique role, collectively driving immense global engagement through a cohesive multi-channel approach. Coca Cola's global engagement was achieved not only through tailored content but also by leveraging diverse channels within their media strategy. So the next time you’re planning your influencer marketing strategy, consider the impact a multi-channel approach can have. Have you experienced success with cross-posting? #influencermarketing #creatoreconomy