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.

SYLO Featured in The National’s Article on Fake Followers

The National has just published an article diving into how influencer marketing space can tackle fake followers and grow as a whole. SYLO‘s Co-Founder and COO Erick Schwab was featured in the article, giving his insight on this topic. Here is an excerpt from the article:

Fake followers (essentially social media accounts masquerading as real but controlled by automated systems) can be unmasked by companies such as Sylo, by looking for patterns of activity that are automated in nature. As a result, they can begin to assess who are the fake influencers, too.

“You can use technology to look like an influencer,” says Schwab. “There have been studies where people launched Instagram accounts and built up enough numbers over three months for brands to want to work with them. But by monitoring things like reach of posts, how content is consumed and how it’s responded to, we are able to measure the things that really matter.”

The gold rush that characterised the early days of the influencer industry will slow down now, he says, as a consequence of all this scrutiny. “It’s going to become divided into professionals and amateurs,” he says. “Some people will have a genuine influence over an audience that a brand will pay for, and that advertising will be worthy of those dollars.”

Read the full piece by clicking here!

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

 

Image source: Pixabay

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

Study: Creators and Brand Integrations

SYLO conducted a research analysis of 100 creators to analyze their influencer marketing brand integrations, which we classify as brand-paid ads, promos/reviews, and unpaid mentions. Below is a breakdown of what each of these delineations mean:

  • Brand-Paid: When a brand partners with a creator and pays them to post an ad for the brand.
  • Promo/Review: When a creator’s post is promoting and/or reviewing products or services they’ve received for free from a brand.
  • Unpaid Mentions: When a creator promotes a brand and explicitly states that they have no affiliation, or if the creator is promoting something of their own (e.g. merchandise or clothing line).

These brand integrations are attributed based first on any disclosure by the creator, and then on the context of the content if disclosure does not fully define the terms of their partnership with the brand. When a creator registers and authenticates their social media accounts in SYLO’s platform, our team of content analysts with the help of AI analyze each and every native and branded post that a creator has published. These posts are tagged with the brand (if any), the type of integration (mentioned above), and categorized using content themes that are present in that post. (You can learn more about this process by clicking here.)

Of these types of brand integrations, paid/sponsored made up 51%, promos/reviews made up 46%, and unpaid mentions accounted for nearly 3%.

The average amount of brands per creator analyzed in this study were as follows:

  • Brand-Paid: 24
  • Promos/Reviews: 22
  • Unpaid Mentions: 2

Furthermore, 100% of the creators analyzed had at least one brand integration that was paid for by the brand, and 99% had at least one brand integration that promoted/reviewed a product or service.

While the brand-paid ads and promo/reviews must be disclosed as an ad, according to FTC regulations, an unpaid mention does not. Also pointed out by the FTC, when disclosing ads, it is not sufficient for a creator to just include terms such as “#sp,” “Thanks [Brand],” or “#partner”.

Find out more about how SYLO ensures FTC compliance, brand safety, and fraud/bot identification for influencer marketing advertisers at www.meetsylo.com.

 

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

Finding the True Creators Among the Influencers

In this most recent video in David Beebe‘s series on how to keep the influencer marketing space from stalling, he interviews SYLO‘s CEO Brett Garfinkel to discuss how third-party verified data and benchmarks will set the true creators apart from the slew of influencers.

As Brett states in the interview: “Creators are putting out so much content across so many subject matters, they often get siloed into one category, but with the right data, influencers can see what works best, identify new opportunities, and use independent third party verified data to present to brands to close more deals.” See the full interview below! Click to view the first and second videos in this series.

View the whole series by clicking here!

Image Source: Pixabay

Will This Algorithm Solve the Biggest Problem Facing Influencer Marketing?

Content Decoded‘s David Beebe has released the latest video in his series, as well as an accompanying article, on what’s needed to prevent the influencer marketing space from stalling in 2018. The first video featured SYLO‘s CEO, Brett Garfinkel, and can be viewed by clicking here. This latest video features tech entrepreneur, Michael Montero, to discuss the biggest threat to influencer marketing. Check out the video below and let us know your thoughts in the comments or by emailing contact@meetsylo.com!

View the whole series by clicking here!

Image source: Pixabay

Influencer Marketing’s Big News Day

Thursday, January 11th, was a big day in news for the influencer marketing space. From Facebook’s Newsfeed algorithm changes to Google’s changes to promote brand safety and ad transparency, SYLO has rounded up the latest articles which tackle how these announcements will affect the influencer marketing space.

1. Google Preferred and Ad Transparency

Sparked by the outrage caused by Logan Paul’s “suicide forest” video, a January 11th article in Bloomberg Technology stated that, “Google told partners that it plans to use both human moderators — the company recently announced it will have 10,000 employees focused on the task — as well as artificial intelligence software to flag videos deemed inappropriate for ads.”

Google then followed this up with a blog post on January 16th in which they outlined their plans for “stricter criteria for monetization on YouTube,” the manual reviews of Google Preferred channels, as well as their plans for more “transparency and simpler controls over where ads appear.”

Here at SYLO, we wholeheartedly support this approach, particularly for the manual review of posts. This will greatly increase transparency, authenticity, and brand safety in the space, and it is a practice that SYLO has employed from the beginning.

2. Facebook’s Newsfeed Algorithm Changes

Also, on January 11th, Facebook’s Mark Zuckerberg announced that the social media platform’s algorithm will start prioritizing friend’s posts over brands and publishers in the News Feed. This is a good thing for the influencer marketing space, as addressed in great detail in this Digiday article.

Here at SYLO, we believe that Facebook will prioritize creators that have built a strong community, have a two-way interaction with fans, and create authentic content. Moreover, it speaks to how important creators are to the social media space in general. Social media platforms (including YouTube, as mentioned above) are making adjustments to better support a growing ecosystem of quality content creation. As featured on Inc. (also on January 11th), Facebook also recently launched two new tools, an app and a Facebook for Creators website, to further empower creators to create quality content on the platform.

The Facebook Newsfeed algorithm change is yet another reason for brands to allocate more budget into the influencer marketing spacebesides already being a workaround for ad blockers, they are also now a workaround for this new Facebook algorithm.

3. Influencer Talent Agencies Called Out

Finally, on January 11th, another Digiday article dove into how influencer talent agencies are amplifying their social numbers that they report for campaign and creator success. As stated in the article, “Brands often preach “quality” engagement but seek big numbers, which means influencer networks are often scrambling to make up big goals.”

This is the biggest threat to the influencer marketing space stalling in 2018. If those who are matching and executing the influencer marketing campaigns are allowed to continue to self-report, success metrics will continue to be inflated and risk brand safety and creator authenticity. This is why standardized measurement was adopted by every other form of legitimate advertising media, and it needs to be adopted by the influencer marketing space if we are to justify the investments and increase budgets into the space going forward.


We’d love to hear your thoughts on these recent pieces of news in the comments below or contact us at
contact@meetsylo.com!

 

Image source: Pixabay

3 Tips for Developing Long-Term Creator Relationships

By Erick Schwab, COO and Co-Founder at SYLO

As more and more brands are depending on influencer marketing to reach their target consumers, it is becoming increasingly important to develop relationships that are authentic for both the brand and the creator. Before deciding to implement influencer marketing into your brand communications strategy, it is crucial to identify WHY you are using the medium and goals to measure against.

Analyzing thousands of recent campaigns there are three pillars to develop a genuine, lasting relationship with creators on influencer marketing campaigns.

1) Define the Purpose

Your first key ingredient in building a positive relationship is to define the purpose of influencers in the marketing mix. Why are you ultimately going to implement influencers into your strategy? Is it because sixty percent of all brands use it? Or maybe you’ve realized that it has worked for other brands you’ve studied. Whether you’re goals are  brand awareness, favorability, or purchase intent, start by asking yourself why you chose influencer marketing and what is success.

2) Know What Works for Your Creators and Strategize Accordingly

Once you have mapped out your reasons for implementing influencer marketing into your marketing mix, the second step will be to experiment with the content and test what has worked for the creators you’ve partnered with. Ensure that all creators are verified, brand-safe, and FTC compliant via a third-party. Research the various programming to develop brand-safe creative strategies that fuel proven storytelling.

3) Do Not Plan for a One-Off Interaction

After understanding the top performers and creative strategies, the third and final step will be to sign long-term partnerships. These relationships are authentic and effective. Marketers should strive to build partnerships that are mutually beneficial. The right “influencer” 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 you will inevitably want to partner with, will carry out authority on specific topics and will resonate with their audience through innovative and empowering content. Move toward building a lasting relationship with creators instead of one-off campaigns which appear inauthentic to the creator and brand’s audiences.

If you want to ensure that your relationships and strategies are working best for your brand, make sure to check out metrics and insights provided by SYLO.

Image source: Pixabay