Part Four: Three Tips for Social Influencer Cross-Promotions

By Erick Schwab, COO and Co-Founder at SYLO

We’ve reached the final post in our four-part blog series that will present tips to recap what we’ve covered so far. This series was based off of SYLO’s research study that was featured in a recent presentation that I gave at Buffer Festival in Toronto. Here are posts 1-3 of the series in case you need to catch up:

  1. Part One: Cross-Promoting Content On Social Media
  2. Part Two: Social Influencer Cross-Promotion Study
  3. Storytelling Insights You Need to Know

Utilizing the data, insights, and strategies that we’ve explored in this series, here are three tips on how you can create a comprehensive cross-promotion influencer marketing strategy.

  1. Data, Data, Data!

Marketers should be informed when preparing the content and creator strategies for their influencer campaigns. As stated in a recent MarTech Today article, “If you want to be a better marketer, you need to start with clean data.” By utilizing third-party, independent data sources that provide influencer, platform, and campaign performance, and content benchmarks (see: SYLO), you can truly have a data-driven influencer marketing strategy.

  1. Play to the Creator’s Strengths

Utilizing content benchmarks (see Part Three) to understand which topics resonate with audiences on various social media platforms will ensure that you’re reaching any and all engaged audiences for that creator. It’s rare that a creator only has “influence” on one topic or theme. Though the creator may be regarded as a “beauty influencer,” the creator may also see high performance in other areas such as parenting and pets – 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.

  1. Tailored Cross-Platform Strategies

Our study (see Part Two) found that YouTube videos that were cross-promoted scored 47% higher than those that weren’t cross-promoted. However, this needs to be a consistent strategy, and one that is tailored to each platform. In post three of this series, we explored how one creator used the same caption across all of the social media platforms where she cross-promoted her YouTube video – these posts may have performed much better if she had tailored her caption to a style that typically resonates with her audience on that platform.

Thank you for joining us for this deep-dive into the world of cross-promoting social influencer content. The three other posts in this series can be found below. If you want to find out if you’re forming the right partnerships, and utilizing the right content on the right social media platforms, check out www.meetsylo.com or email us directly at contact@meetsylo.com to access third-party unbiased measurement and reporting!

 

More posts from this series:

  1. Part One: Cross-Promoting Content On Social Media
  2. Part Two: Social Influencer Cross-Promotion Study
  3. Part Three: Storytelling Insights You Need to Know

 

Image source: Pixabay

Part Three: Storytelling Insights You Need to Know

By Erick Schwab, COO and Co-Founder at SYLO

This is part three of our four-part blog series based off of SYLO’s research study that was featured in a recent presentation that I gave at Buffer Festival in Toronto. In case you missed posts one and two, you can view them here:

  1. Part One: Cross-Promoting Content On Social Media
  2. Part Two: Social Influencer Cross-Promotion Study

This series’ third post dives into the storytelling insights that marketers and creators alike need to know!

As a quick recap of the study that produced these insights: using the SYLO Score, we 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 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.

To illustrate the best practices that drove these performance rates, we compiled the case study featured below.

Keep in mind that a SYLO Score of 50 is good, as these are content benchmarks. Here we can see that YouTube and Twitter outperform Facebook and Instagram, when analyzing this beauty creator’s social media platform performance.

Tailoring the Messaging

Taking a look at the cross-promotion content produced for a brand partnership, we see that her Twitter content scored highest, followed by Facebook, but Instagram is not resonating well. Note that all of her content used had the same exact caption. As cross-promotion content typically drives up a creator’s YouTube video performance, perhaps varying the caption, particularly on Instagram, to a style that typically resonates with her audience would further boost both the Instagram and YouTube contents’ performances.

Know the Content Themes

One thing that often holds back influencer marketing strategies is that they only focus on the category or theme that the creator is known for, in this case: Beauty. However, beauty isn’t the only theme she utilizes (or that resonates with her audience). For example, across Twitter and YouTube, this beauty creator’s content performs well when it features product reviews or advice/recommendations, but not so much on Instagram.


And you can see this reflected in another brand campaign that she produced content which she cross-promoted:

The key takeaway here is to know what content themes resonate with your audiences across each and every social platform!

The final post in this series will zero in on how you can create a comprehensive cross-promotion influencer marketing strategy. In the meantime, you can read the other posts in this series by clicking the links below, or check out www.meetsylo.com to get insights into your content, storytelling, influencer, and social media platform strategies using our third-party measurement and reporting dashboard. You can also email us at contact@meetsylo.com!

More posts from this series:

  1. Part One: Cross-Promoting Content On Social Media
  2. Part Two: Social Influencer Cross-Promotion Study
  3. You’re reading it!
  4. Part Four: Three Tips for Social Influencer Cross-Promotions

Image source: Pixabay

Part One: Cross-Promoting Content on Social Media

By Erick Schwab, COO and Co-Founder at SYLO

Recently, I gave a presentation at the Buffer Festival in Toronto title “Audience Engagement: Driving Content Back and Forth on Social Media” during the event’s industry day for brands. Our four-part blog series, based off of SYLO’s research study that was featured in the presentation, will address these main themes:

  1. Stats you need to know.
  2. Overview of the findings from the research study that SYLO conducted.
  3. Strategies for storytelling and cross-promoting influencer content on social media.
  4. How you can create a comprehensive cross-promotion influencer marketing strategy.

This first post in the series is filled with stats and insights into the digital, social media, content marketing, and influencer marketing landscapes.

Digital

As reported by Mashable, We Are Social and Hootsuite compiled a Global Digital Snapshot earlier this year to give the world a view into the world of internet and all things digital. Here are some findings that we found particularly interesting:

  • The total global population is 7.524 billion people
  • The total number of internet users is 3.819 billion people
  • The total number active social media users is 3.028 billion people

Social Media

The We Are Social/Hootsuite Global Digital Snapshot then dove into how many users each platform is attracting, including:

  • Facebook – 2.047 billion users
  • YouTube – 1.5 billion users
  • Instagram – 700 million users
  • Twitter – 328 million users
  • Snapchat – 255 million users
  • Pinterest – 175 million users
  • LinkedIn – 106 million users

Content Marketing and Influencer Marketing

As covered by MediaPost, PQ Media’s annual Global Content Marketing Forecast 2017 report found that global content marketing revenues are seeing 14% growth year-over-year, with 2016 coming out at $28.1 billion, and pacing at 14% for 2017.

PQ Media’s report also found that content marketing in the U.S.A. surpassed $12 billion in 2016, accounting for 44% of the global market share.

Diving down deeper into the influencer marketing space, IZEA’s 2017 State of the Creator Economy study found that 69% of U.S. marketers have allocated budget for influencer marketing.

What To Do With This Data

These statistics show that more and more budget is being allocated to content marketing, storytelling, and influencer marketing strategies that appeal to the vast audiences across the various social media platforms.

But how do you know which platforms to post on? Should you post on more than one platform? How can you create a content strategy that appeals to these various audiences?

Our next blog post in the series dives into the findings from SYLO’s research study which yielded best practices for storytelling and cross-promotion. Check out http://meetsylo.com to learn more about 3rd-party standardized measurement for influencer marketing!

More posts from this series:

  1. You’re reading it!
  2. Part Two: Social Influencer Cross-Promotion Study
  3. Part Three: Storytelling Insights You Need to Know
  4. Part Four: Three Tips for Social Influencer Cross-Promotions

Image source: Pixabay

Influencer Marketing Is a Team Sport

By Erick Schwab, COO and Co-Founder at SYLO

This is part two of our series on standardized measurement helping both creators and brands move the influencer marketing space forward. Click here to check out part one which recaps the conversations Team SYLO had with the Buffer Festival creator attendees on the need for standardized measurement to increase partnership investments in the space.

To ensure a better tomorrow, the creator and brand communities must participate in solving influencer marketing’s standardized measurement problem.

Social media platforms are making huge decisions: where and how will content be shown and distributed, revenue shares, and other big-ticket items that are hard to exert any executive power over. In response, creators are banding together more in the hopes of influencing social media execs, as showcased in this video made by a famous YouTube creator, Casey Neistat.

Brands, on the other hand, have a marketing budget and goals to achieve. They need to require independent, standardized measurement for influencer marketing (same as all other media they purchase) so that they can support their spend. It’s too great of a risk to spend ever-increasing amounts of their marketing budget on a marketing medium that they are unable to quantify and compare against, say, the same spend on TV. So far, they have been working with several metrics that don’t translate to all the other media purchased for a campaign:

  • Engagement
  • Views
  • Likes
  • Subscribers

…and a few others. However, while these metrics tell them that something in their influencer campaigns is working, it doesn’t tell them what that is or why.

If the creator community started to leverage all of its performance data, it would unlock a solution to marketers’ burning question – where should we spend our money to make more money!. Otherwise, marketers will continue to see influencer marketing as something experimental with an unclear ROI.

2018 needs to be the year in which we make sure that the word ‘experimental’ is no longer associated with influencer marketing. To make that happen, we need to make standardized measurement our priority. By partnering up with SYLO, creators can show brands everything they need to see measurement-wise and, I guarantee, these brands will want to invest more of their budget in the data-verified creators.

Photo credit: Pixabay

Advertisers Already Know How to Tackle Influencer Marketing Measurement

By Erick Schwab, COO & Co-Founder at SYLO

What is happening now with influencer marketing is a tale as old as time (in advertising).

Back in 2006, I was with ManiaTV and tasked with figuring out how to sell Fortune 500 brands and their agencies original, live-streaming content. Shows were hosted by a bunch of young twenty-somethings that were starting to grow a loyal audience. The journey was helping brands understanding what this new media could do for their business, in order to reach their consumers in a completely new way. It involved the need to convert live-streaming into media sales, creating advertising packages around impressions and CPMs so media buyers, who didn’t know what this form of media was, could measure it.

Measurement has always been a passion point – in selling sponsorships, I would proactively include brand surveys to get brand and favorability lifts to help media buyers understand their investment and what was really happening. Was it actually working? Was it helping their business?

Fast forward to 2012 when the MCN world started to push through more than ever, and the same thing was happening as it is now with influencers: their audience went through the roof and demand from advertisers followed. If a brand wanted to integrate with a particular influencer, the brand would just spend a flat fee with no measurement to support it. The Global Online Video Association (GOVA), which I was a part of at the time, tried to understand how the MCNs were selling/packaging this inventory to try to get a sense of consistency in the space.

Now, in the past 5 years, Instagram’s user growth shot up and Snapchat hit the scene. There are several of these social media platforms that brands are trying to navigate, and everyone is operating differently with varying metrics. There have been so many articles on successful influencer marketing campaigns, but let me pose this question to you: How can you measure campaign performance without a baseline/standardized metric?

This is why I started SYLO along with my co-founder Brett Garfinkel: to give influencer marketing, the latest exploding form of media, a standardized measurement system that appeases the demand by both brands and influencers.

A recent Digiday article addressed the absence of media buyers in discussions to set programmatic standards. However, we took the opposite approach when building the standard for influencer marketing. Throughout the year of research we did to determine how we were going to build the algorithm to calculate our SYLO Score, we went straight to the media buyers to get their buy-in on what metrics dictate campaign performance, and how we should weigh these metrics in our algorithm. Brand marketers need this standardized measurement and reporting for their influencer campaigns and, therefore, they were a key component and resource in building the SYLO Score.

Check out our recent press containing insights from industry leaders on the importance of third-party measurement standard for the influencer marketing space.

Photo credit: Pixabay