How to Break Up With Kim Kardashian
Unlike other marketing techniques that old-timers railed against as they emerged, no one’s saying influencer marketing should go away. But marketing insiders are saying to pay attention to results and decide if Kim Kardashian and her ilk are worth their astronomical fees.
“While influencer marketing might be the marketing trend du jour, companies should proceed with caution,” says Mitch Fanning, VP of marketing at lead gen software as a service (SaaS) company Clickback.
He cites a June 2017 study of influencers on Instagram from NewsWhip that showed the celebrities and other thought leaders created far more engagement with brands than the marketers did with proprietary accounts on their own.
For example, JetBlue averaged 2,363 engagements in June on its owned posts, while influencer posts garnered an average of 241,226 engagements. That was more than 100 times the engagement level from the brand’s own posts.
Marketers Need to Name the Price, Not Kim Kardashian
According to influencer marketing program provider Unity’s tips sent to Target Marketing on Thursday:
At first, Kim seemed like the perfect influencer: She had a huge audience, great taste and always tagged her #ads. [Author’s note: Brands get dinged if influencers don’t reveal sponsorships.] Her fans loved her and so did brands.
But before you knew it, Kim began to change: She peddled way too many products, started charging astronomical sums and spammed her Instagram feed with #sponcon.
Unity says marketers need to decide if Kardashian’s $300,000 cost per post is worth it or if, say, a $90 post from a content creator with influence in the target audience would yield better ROI.
Here, Kardashian models the family shoe line:
Yeezy Mud Rat 500’s pic.twitter.com/T3OVkgWDDR
— Kim Kardashian West (@KimKardashian) October 19, 2017
Marketers May Learn to Love the Little Guy
High-profile influencers like Kim have just a 2 percent to 3 percent engagement rate, compared to 10 percent for micro-influencers. Micro-influencers connect you with a more highly targeted audience — so more people will buy your product for less spend than Kim.
Plus, lower-profile influencers can help marketers with testing relevant content; thereby, providing options to see which ones work best.
Keep Other Oars in the Water
Clickback’s Fanning says marketers need to look at traffic sources and not rely solely on influencer campaigns for leads.
Influencer marketing is essentially paid advertising and the lifespan of such campaigns is short; influencers only push the brand if the brand is paying them. Also, the influencer is not going to be creating every bit of content for that brand and followers will not always be connecting to the content that they create.
What do you think, marketers?
Please respond in the comments section below.
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