Here’s Why Self Regulation Isn’t Working for Influencer Marketing

Have you heard of the movie Dark Waters? It’s a dramatic story about the legal case against DuPont’s chemical manufacturing corporation after they contaminated a town with UNREGULATED chemicals. As you’re reading this, I’d like you to take a moment and focus on the word UNREGULATED. I promise that this will clarify the most pressing issue in influencer marketing. Self-regulation absolutely must change, and it’s up to the brands to make this happen! 

Self-Regulation Leads to Fraud

self-regulation influencer marketing

In the movie, a suggestion was made by the protagonist (the lawyer leading the case) for medical monitoring. He suggested that if a company, like Dupont, exposes a community to something that makes them sick, that community must have independent monitoring. Self-regulation by Dupont was allowing hazardous materials to exist in the water system because the alternative would amount to a major financial loss. They created their own best practices and reported publicly that all actions and test levels were within their very own regulations. So how does this tie into influencer marketing? Currently, there are over 1000 influencer marketing platforms that offer an all in one, 360 degree as they call it, end to end solution for brand marketers (sound familiar anyone?). This means they provide a supply of influencers to search and discover workflow/contracting capabilities and, at the same time, present their very own fraud detection and campaign reporting. In other words, SELF REGULATION. 

Self-Regulation Does Not Allow for Accountability 

self-regulation influencer marketing

Ask yourself this question: What would happen to any of these influencer marketing platforms if clients discovered that a good number of their influencers were committing fraud to grow their audience or that their campaigns were underperforming? This would be a tremendous risk to their revenue stream and could lead to financial loss to competition (with around 1000 platforms, I’d say it’s pretty competitive). So why is this possibility NOT a current threat to their business? Because these supply-side, influencer Marketing platforms currently control all of the information being served to the brand marketers who hire them, from beginning to end.  

If you’re a brand marketer, take a moment and think about how many campaign reports you’ve seen that grossly under-delivered, considered weak, or had a high level of fraud, or as we call it, investment waste? Probably very little. My educated guess, you’ve heard practically nothing about fraud being detected from those influencers you discovered via their respective platforms. Yet, in Q4 campaigns where Sylo was brought in to verify and measure independently, we found that  30% of influencers buy likes and followers on paid-for posts.  Most brands have jumped around from one platform to another over the past few years, and I bet not one of these brands could tell you why or if one platform actually performed better than the next. So I ask you, is self-regulation working for influencer marketing? 

Self-Regulation Puts Your Business At Risk

self-regulation influencer marketing

In the movie Dark Waters, Dupont was clearly the antagonist. However, I do not blame the influencer platforms the way Dupont was blamed. If the brands allow them to self-regulate, why wouldn’t they continue to do so? It really comes down to the brand marketers and their respective  advertising / PR agencies to start requesting independent verification. Without it, influencer marketing will remain the ONLY medium that does not include 3rd party, unbiased verification and measurement. As we see from the movie, Dupont’s self-regulation led to growing risks, and eventually harmed the community it intended to help. Self-regulation is also hurting the influencer marketing space and preventing it from reaching its most optimal level. As a result, Sylo has seen a continuous increase in fraud, an abnormal growth in both the number of “influencers” being presented, and supply-side platforms scraping data and violating privacy laws that could eventually make them and those brands they represent liable. Lastly, we continue to have no pathway to ROI as numerous platforms take it upon themselves to provide their measurement and verification. 

We Must Disrupt the Industry

self-regulation influencer marketing

As New York’s Governor Andrew Cuomo recently said during a press conference, it’s always easier to stay with the status quo and not accept a change or attempt to raise the bar. People want to take the easy road and say no. However, at Sylo, we believe disruption is not a bad thing if it takes us to a new and better place. As a brand marketer or media buyer for any agency, we believe you want to take pride in your ability to help shape the influencer industry. That means taking the time to learn more about how independent, unbiased verification sources collect, store, and serve its data. You also need to take into account their fraud detection capabilities and verified reporting to guide your brand towards better efficiencies and a real ROI. 

Contact Sylo Today

self-regulation influencer marketing

Fortunately, Sylo is here to help! We partner with brands, agencies, and influencers to provide the only independent data verification, fraud detection, and performance analytics solution. We help you avoid waste, and increase ROI in your influencer programs! Sylo gives you access to the most accurate and comprehensive dataset in the industry, allowing you to optimize every step of your influencer programs and maximize ROI. So get in touch with us today and start disrupting the influencer marketing industry to create real change.

Revolutionize Your Influencer Marketing Campaigns with Soapbox Influence and Sylo

Have you participated in a brand lift study? If so, have you outlined your objectives and how your campaign could be measured against them? At Sylo, we all too often see brand effectiveness research become just another tactic in sales negotiations, instead of the strategic driver of digital brand advertising that it should be. Unfortunately, this is bad for the digital marketing world because brands will hold back spending without proof of its effectiveness in driving the “brand metrics” that matter to them. Luckily, this problem is easily solved with Sylo!

Did you know Sylo is part of the Nielsen Connect Network? Using Nielsen retail sales data combined with the unique way we monitor influencer accounts, we can set informed KPI’s, measure brand lift, and evaluate the return on investment with accurate influencer performance benchmarks. With Sylo, you can determine the efficiency of spend and optimize future budget allocations to increase your results. 

So let’s take a closer look at brand lift, how we optimize ROI, and why it’s turn key for your business:

Spot Brand Sales Lift 

What is brand sales lift? In marketing, “lift” means an increase in sales due to some form of advertising or promotion. It’s imperative to monitor, measure, and optimize lift if you want to help your company grow more quickly. It is crucial to understand how any form of marketing impacts your business, especially when it comes to influencer marketing. Why? Well, according to a study conducted by economist Roberto Cavazos from the University of Baltimore’s Merrick School of Business, $1.3 billion was wasted on online spending in 2018 alone. Cavazos equated it to a 15% tax on whatever you do in influencer marketing. Yikes! 

So that’s precisely what Sylo is fighting against. We believe that there’s no need to waste your ad spend budget when you use the proper tools. That’s why we provide independent, authenticated data that delivers precise influencer audience and performance metrics. We remove the guesswork from influencer partner selections and campaign measurement with this data, so your hard-earned ad dollars work for you! 

Offer a New Tool that Optimizes ROI  

As you can see, Sylo is all about optimizing your ROI and making sure influencer campaigns work for you! Current studies and analytical tools lag behind campaign execution and leave you guessing about your programs’ impact. Sylo and Nielsen have come together to bridge the gap between your campaigns and brand sales, allowing you to optimize current and future influencer activations, and measure ROI like never before.  

So what is Nielsen Connect? The Nielsen Connect Partner Network is a crucial resource to help you make critical choices when operating your business today. A recent Nielsen survey discovered that 57% of our clients in the U.S. work with more vendors and technology today than they did just two years ago. Therefore, Nielsen Connect is the best way to work with this ever-growing array of data and technology to solve daily market challenges. The Nielsen Connect Partner Network 

provides access to an arsenal of innovative companies like Sylo that enable you to capitalize on and enhance the Nielsen data and services you already purchase. 

Connect Partners like Sylo is here to help you solve business challenges that can be trusted. Here’s an example of what we do:

It’s Turn-Key for Brands/Agencies

Sylo is all about making the process easier and freeing up more time to work on your business. That’s one reason Soapbox Influence selected Sylo as a partner. They understand influencer marketing and the need for authenticated data. Soapbox is about real people with real voices and real influence. When you work with Soapbox, you work with Sylo-certified influencers that have extensive followings of engaged, loyal and motivated people ready to hear about your business. So if you’re looking for a hassle-free influencer marketing campaign that’s backed by real insight, Soapbox Influence in conjunction with Sylo is your turn-key, trusted solution. 

Contact Sylo Today

Influencer marketing can help your business reach a wider audience and drive sales through the roof – but only when it’s done correctly. That means partnering with a tool like Sylo that provides the only independent data verification, fraud detection, and performance analytics solution. When you work with a trusted third-party, you’ll avoid waste, and increase ROI in your influencer programs! So get in touch with us today and learn more about how Influencer marketing paired with Sylo can help you reach your business goals.

Here’s What You Need to Know to Reduce Ad Spend Waste In Your Influencer Marketing Campaign

Wasted ad spend is a significant problem in the marketing industry, especially in influencer marketing! Why? Because influencer compensation is typically negotiated based on an influencer’s ability to reach an audience via their posts. Usually, follower count is seen as an estimate of the influencer’s ability to reach potential customers. However, people are starting to realize that paid-for bot followers are being used to inflate influencers’ follower counts and asking price, significantly contributing to ad spend waste. Fortunately, you can avoid wasting money by understanding what to look for. So let’s dive in:

Access verified data

There are two methods for collecting data. The first is called scraping, which extracts data from social platforms without API access or the influencer’s consent. The second method is authentication, which is consensually sourced and verified data that is accessed through the social platforms’ APIs. Authenticated data is crucial for reducing ad spend waste, and scraped data should be avoided. 

Not only is scraped data against the terms of services and non-consensual, but it also gives you an incomplete picture using only publicly available metrics and infrequent observations. In fact, scraped data can be inaccurate by as much as 129%!

On the other hand, authenticated data provides accuracy, which increases confidence and reduces budget waste. Authenticated data also provides more metrics, which means you have more insight for shaping your influencer marketing campaigns. At Sylo, our authenticated data will give you 1,000’s of data points per channel/post and content and network histories so you can see a real return on investment with your influencer campaigns.

Ask the Right Questions

No influencer marketing campaign can be successful without the proper tools. If you don’t have a mechanism to collect data, you can’t make informed decisions about your campaign. The first question to ask is, where does the data come from? To answer this question, you need to find a trusted third party tool like Sylo. When comparing tools on the market, these are the most important questions to ask:

  1. Can the tool give me access to expertly vetted influencers monitored for “bad” behavior, such as purchasing followers/engagements?
  2. Can it show me verified, real-time performance data from the influencers I’m considering?
  3. Can it provide their verified benchmarks on branded, category relevant programs to assess how their next program is likely to perform?
  4. Can I see real performance data, such as reach, engagements, clicks, etc. (not just algorithmically estimated performance data or numbers from paid social)?

Sylo answers yes to all these questions! This is crucial because when you have access to the highest quality vetting and data on the market, you immediately avoid losses due to fraud, increase your ROI, and build trust in the industry. In turn, this contributes to industry growth, which allows more money to be spent in the market, making it a win-win. What’s more, a tool like Sylo removes the burden of avoiding fraud that frees up resources and makes it so you can focus on optimizing your campaigns! That means you can spend time on growing your business! 

Lastly, Sylo’s data transparency and insight help your marketing efforts as access to verified performance benchmarks makes negotiations more transparent and helps set pricing based on what really matters, which is performance, not follower counts.

Make Informed Decisions

As mentioned above, the only way to see success in your influencer marketing campaigns is to make informed decisions using trusted, authenticated data and influencer vetting. Sylo has discovered that around 50% of influencers reach

less than 25% of their followers! Making informed decisions means using verified benchmarks to identify creators that deliver quality performance, and avoid wasting money on those that don’t! 

Another critical way to make informed decisions is to use reach metrics over follower count. When you use follower count to determine the rate, you don’t factor in performance. Lower performance means a lower return on your investment. In fact, Sylo also found that there’s up to 60% higher cost per follower reached on low performing channels! Using verified performance benchmarks, you can avoid this kind of waste and figure out efficient pricing for your influencer marketing campaign.

Finally, you need to remember that snapshots do not identify fraud! Approximately 20% of influencers inflate their metrics, which is undetected when you used scraped data. The only way to combat influencer fraud and reduce budget waste is to use influencer vetting and fraud detection with real-time authenticated data. 

So there you have it, with these essential factors in mind you’re well on your way to reducing ad spend waste on your influencer marketing campaign! If you’re looking for the most efficient way to see a return on investment with influencer marketing, you’re looking for Sylo. So get in touch with us today and find out how transparent access to verified data will help you optimize your future performance.

Here’s How You Can Start Making Influencer Marketing Accountable and Why You Should!

India’s Ministry of Information Technology has banned 59 Chinese apps, including TikTok, after receiving several complaints from many sources about apps that were stealing and surreptitiously transmitting users’ data in an unauthorized manner. What’s more, Apple has removed TikTok from its app store after they too discovered that the new social media app was collecting user clipboard data (what we copy and paste) even though TikTok blamed it on Google’s SDK. 

This is a classic example of how companies and brands often unknowingly enable influencers, search/discovery platforms, and agencies because many brands try to catch the latest trends without proper research or understanding of how a marketing campaign should work on a new platform. Unfortunately, this only serves to accelerate budget waste and it goes to show that the platforms themselves don’t always function in the best interest of their users! 

At Sylo, our goal is to partner with brands, agencies, and influencers to provide the only independent data verification, fraud detection, and performance analytics solution to help companies avoid waste, and increase ROI in their influencer programs. We believe the influencer marketing industry needs to be responsible! With that in mind, here are the ways you can start making influencer marketing accountable:

Bots and Fake Followers are Not the Norm 

As an influencer, there is always pressure to grow your following and have as many followers as possible. Many people wrongly believe that a large follower count is the best way to be a successful influencer. As a result, influencers often turn to fake followers and bots to make it seem like they have a broad audience with many likes and comments per post. Of course, bots and fake accounts contribute to budget waste because they will never buy a brand’s products or services!  

Sometimes bots and fake followers can infiltrate Instagram accounts without the Influencer knowing, so there will be a small degree of fake followers that’s unavoidable. Still, contrary to popular belief, brands have more power than they think! Companies have access to partners and tools to help identify suspicious activity, such as followers who were bought by influencers, irregular engagement and account growth, or robotic language. In fact, Sylo and Nielson have come together to bridge the gap between campaigns and brand sales, allowing you to optimize current and future influencer activations, and measure ROI like never before. Our industry-leading fraud detection is designed to protect you from paying for fake followers and bot engagement!

Monitor Important Metrics 

When you’re tracking metrics in your influencer marketing campaign, you need to focus on data stability and predictability. It’s essential to require that influencers produce independently verified data about their engagement, impressions, reach, and audience before a contract is signed, just like they do with publishers. Authentication is the only way to collect accurate and complete influencer data. However, many platforms simply scrape data, which only shows surface-level information—scraped data supplies users with metrics that are inaccurate by over 125%! Scraping doesn’t offer the data quality necessary to vet and measure influencer performance adequately and will lead to 50-60% waste in your influencer campaigns. 

That’s why Sylo only uses independent data verification on influencer audiences and content performance. We provide the essential tools and insights you need to make smart financial decisions by gathering thousands of data points on each influencer channel and post. We power unmatched analytics refined over years of observation and testing. Our transparent access to verified benchmarks allows you to set pricing commensurate with channel performance. Plus, Sylo certification distills millions of data points and insights to convey the investment worthiness of an influencer.

 Learn How to See the Value 

When a business purchases media on a website, it’s easy for them to understand the value because they can measure it using CPM, impressions, reach, audience, and CTR. However, when it comes to influencer marketing, brands often negotiate a rate per post with little direction to figure out if they got what they paid for. Therefore, another critical way to make influencer marketing accountable is to learn how to see if your business got the value paid for! Sylo is built to not only independently verify influencer audience data and detect fraud but also to validate campaign metrics, which makes it easier for brands to see if there is a return on investment. Unlike platforms, Sylo has nothing to gain by obscuring or altering campaign results, so our measurement (and judgement) is never clouded. You can trust that our insights are based on verified data that’s free of bias, allowing you to make informed decisions to optimize your future campaigns and maximize ROI.

As our advisor, David Beebee, said, “It’s what Nielsen ratings are for TV. Can you imagine if networks reported their own viewership numbers and ratings? The industry would be a mess. Influencer Marketing shouldn’t be any different.” So if you’re looking to hold the influencer marketing industry accountable, combat fraud, and see a real boost in business from this marketing strategy, you need to contact Sylo today

Study: Instagram’s “New Posts” Affecting Creators?

On March 22, 2018, Instagram announced that they were introducing a New Posts button to make posts in the timeline more likely to appear chronologically – see the full details in Instagram’s announcement here: https://instagram-press.com/blog/2018/03/22/changes-to-improve-your-instagram-feed/

Following the announcement, SYLO immediately launched a research study to see how (if at all) this change would affect creators (i.e. influencers) on Instagram. As part of this study, SYLO analyzed 61 Instagram creator  accounts (which were authenticated in the SYLO platform) and these accounts 6,068 Instagram posts that were posted between January 1, 2018 and April 22, 2018, to see if their engagement and reach metrics could have been affected by the change.

As part of the research, SYLO analyzed the likes and comments that the creators received on each post within each of the first few hours after publishing the post to see if their engagement traction could have been affected by the change, since the change was meant to increase the number of posts that would appear chronologically.

SYLO analyzed the creators’ post metrics for 2018 leading up to the change (January 1, 2018 – March 21, 2018) and compared that to these same creators’ post metrics for the month following the change (March 22, 2018 – April 22, 2018).

Here are the three key findings from this research:

1. Creators received post engagements much more quickly
After the Instagram algorithm change, the average creator received a much larger percentage of their total engagements in the first hour after their posts were published than they had received before the algorithm change, with an increase of 19% for likes and 18% for comments. (Total engagements are the combined likes and comments collected for seven days after the post is published.)

2. Follower growth per day increased exponentially
From March 22, 2018 – April 22, 2018, the creators analyzed saw an average 520% increase in follower growth per day compared to January 1, 2018 – March 21, 2018. This average accounted for extreme outliers, so SYLO also calculated a trimmed average of 64% increase in follower growth per day, which accounts for the removal of these extreme outliers on both ends of the spectrum.

3. Posting increased by 23% month-over-month
Comparing the creators month-over-month, in the month after the change (March 22, 2018 – April 22, 2018), creators posted 23% more than they did in the month prior to the change (February 21, 2018 – March 21, 2018). SYLO analyzed the month prior to that (January 20, 2018 – February 20, 2018) to see if this was a trend, and found that during that time period, on average, creators posted 11% more than they did from February 21, 2018 – March 21, 2018. In other words, the creators analyzed were posting less in the month before the change than they were two months before the Instagram algorithm change, and that trend reversed in the month after the Instagram algorithm change.

If you would like to receive a verified performance analysis of your influencer marketing efforts, please contact SYLO at contact@meetsylo.com!

 

Image source: Unsplash

SYLO Featured in The New York Times!

As a follow-up to The Follower Factory article that was published in February 2018, The New York Times just released another article to explore how agencies are using technology to fight influencer marketing bot and fraud issues. SYLO’s technology was included in this article, along with insights from SYLO’s Co-Founder and COO, Erick Schwab. Mediacom was one of the agencies featured in the article:

““In the absence of direct pressure on the platforms, it’s a way for advertisers to take more control of their own spend and not be at the mercy of the platforms themselves,” said Jeff Semones, head of social media at MediaCom, which has recommended SYLO to clients.”

Read the full article by clicking here!

Want to learn how SYLO is providing third-party verification and data transparency to the influencer marketing space? Contact us here!

 

Image source: Pixabay

Five Tips for Your Social Content Strategy

SYLO conducted a study on 4,334 pieces of branded influencer content, and the themes which were present in each piece of content, to analyze the most recurring content themes as well as the highest performing content themes. These pieces of content were posted by a random selection of 35 influencers in SYLO’s platform whose content can contain any of, or up to, the 85 content themes SYLO assigns in our content categorization process.

Performance was determined using the SYLO Score (learn more here) by calculating the average of the scores for each content theme present the overall content sample.

Here are several findings from the study:

1. Top 5 performing content topics

The top five topics, or themes, present or discussed in the content analyzed are ranked here:

  1. Motivational
  2. Advice/Recommendations
  3. Cars
  4. Beauty
  5. Collaboration


2. Top 5 most frequently used content topics

The study found that none of the top five most used content themes ranked in the top five performing content themes. The most frequently used theme, Lifestyle, ranked #24 in the overall list of top performing content themes.

  1. Lifestyle
  2. Fashion
  3. Food
  4. Personal Stories
  5. Beauty


3. Love of food and art isn’t always reciprocated

Though food was the third highest occurring content theme in the sample set, it just missed the top 10 performing content themes, coming in at #11, followed by art at #12.


4. Don’t wake up early to catch the sunrise

When comparing time of day content themes, SYLO’s study found that content featuring sunsets outperform sunrises by 67%! However, posts during the daytime outperformed nighttime posts by 3x.


5. A human element resonates with audiences

Our content themes also include whether the post includes a human or not. The study found that photos including a human element averaged a 28% higher score than those that did not.


If you want to find out the verified data-supported content themes and benchmarks where you or your creator partners perform best, contact the SYLO team
by clicking here.

 

Image source: Pixabay

Giving Brands & CMOs Exactly What They Want: Verified Influencer Marketing Data

This is the fourth and final video in David Beebe‘s series featuring SYLO‘s CEO Brett Garfinkel, discussing how the biggest problem in influencer marketing, that is verification and transparency, can be solved. CMOs and brands are demanding standardized reporting and measurement, yet are getting unverified data, conflicting reports, and no understanding of ROI. You can view the full discussion below, and view the whole series by clicking here.

David and Brett presented a webinar on why CMOs and brands are demanding third party independent reporting, measurement, and verification of influencer marketing data. View the presentation by clicking here!

 

Image source: Pixabay

Four Tips for Creators in 2018

After conducting countless analyses on campaigns, and conversations with creators, talent managers, vendors, brands and agencies, the SYLO team has pulled together these four top tips for creators to make the most of their creative strategies and partnerships in 2018.

1. Show Your Authority

The right “influencer” for brands will also be a creator who consistently puts forth quality content. True creators easily separate themselves from the fake accounts and bots that are casting doubt on the influencer marketing space. The creators that brands are now demanding for partnerships will carry out authority on specific topics and will resonate with their audience through innovative and empowering content. Both creators and brands should strive to build a lasting relationship instead of one-off campaigns which appear inauthentic to the creator and brand’s audiences.

 

2. Play to Your Strengths

Utilizing content benchmarks to understand which topics resonate with audiences on various social media platforms will ensure that you are reaching any and all of your engaged audiences. It’s rare that a creator only has “influence” on one topic or theme. Though the you as a creator may be regarded as a “beauty influencer,” you may also see high performance in other areas such as cooking and automotive – which could open up new opportunities to pitch relevant brands with the data showing this “influence.” This can also vary by social media platform. It’s important for both the brand and creator to understand the combination of topics and social media platforms that drive the highest performance and authenticity.

 

3. Cross-Promote your Content

Using the SYLO Score, SYLO analyzed nearly 500 pieces of influencer marketing content produced by creators to see if cross-promotion of their YouTube videos led to better performance. We found that YouTube videos that were cross-promoted by creators scored 47% higher than those that weren’t cross-promoted, and creators with cross-promotions accounting for more than 10% of their branded content saw a 58% higher score on average for that content. However, it’s important that you tailor the content captions to be relevant to the audience for each social media platform – we found that usually, a copy and pasted caption accompanying the cross-promoted content piece underperforms captions that are tailored to each platform’s audience.


4. Embrace Third-Party Standardized Measurement

There are countless articles quoting top marketers from the likes of P&G, Fiat Chrysler Automobiles U.S., and Unilever, demanding for transparency and accountability in the advertising space. Marketers need standardized measurement to track and justify their investments. For creators, standardized measurement will bring more budget into the influencer marketing space as there will be actual measured performance, as well as an increased confidence in the brand partnerships, content strategies, and creators themselves. With more money, creators can afford to be more innovative with their content, seeking out formats that work across different channels. Since they can now see what’s effective, finding content solutions that perform well on Twitter, Instagram, Facebook, and YouTube becomes that much easier.

 

Image source: Pixabay

Top 3 Most Viewed Posts of 2017

SYLO launched the SYLO Blog in June 2017 with the announcement of our third-party measurement standard for influencer marketing, and since that month have seen a 149% growth in views of our blog posts. Below, we’ve pulled together recaps and links to the most read SYLO blog posts of 2017all of which can give tips for your 2018 influencer marketing strategies!

1. Influencer Marketing in Desperate Need of Verification and Transparency

Digital marketing is under major scrutiny these days. CEOs of major international corporations (P&G, Unilever, Bank of America) are threatening to pull their marketing dollars if companies and platforms (YouTube, Facebook, Instagram, and, to an extent, Google) don’t solve their reporting and measurement problems. Marketers are tired of spending their budget dollars without the safety net that is independent third-party verification and measurement, which builds trust and establishes credibility. This carries over into influencer marketing, which has massive potential but is sorely lacking when it comes to verification and measurement. Read more by clicking here!


2. Can Anyone be a Social Influencer?

Technology is enabling anyone and everyone to declare herself or himself an “influencer.” On the one hand, any of us can be an influencer in the most literal sense: co-workers, friends, family, acquaintances, strangers, and pets can influence our decisions and views all day long, whether it be in-person or online. On the other hand, in the realm of influencer marketing, brand marketers should be focusing on “creators” rather than just “influencers” – and if they’re going to use these two words synonymously – then no, not everyone can be an “influencer”. Read more by clicking here!


3. Is Influencer Marketing Still Experimental?

Answer: If you’re activating your first few campaigns then yes, it’s experimental. However, the costs will balloon up quickly, making its ‘experimental’ status unsustainable in the long run. That’s why it’s important to plug influencer marketing into your core marketing mix as soon as possible. Treat it as you would any other media you purchase so it can be evaluated equally against contributes to your overall goals. Integrating influencer marketing into your core marketing strategy and benchmarking it against past practices allows you to see its effectiveness in relation to everything else you’re doing. It also gives you an opportunity to measure the impact that influencer marketing is having on your other marketing mediums – what it boosts and by how much. Read more by clicking here!

The SYLO Team wishes all of our readers the happiest of holidays and much success in influencer marketing and beyond in 2018!

 

Image source: Pixabay