In an ever-changing world, brands must acclimate to new realities. However, the fundamental notion of brand building remains the same: brands need to create and build trust with consumers and be authentic in their messaging and in what they stand for.
近年来，我们看到影响者营销越来越受欢迎。随着品牌寻求与消费者建立更深入、更个性化联系的方式，许多品牌开始将目光投向社交媒体影响者，以及他们在 YouTube、Instagram 和 TikTok 等渠道上所拥有的巨大参与度。
WARC estimates that brands in Ireland will increase their social media ad spend by 24% this year, which is a stark reversal from the drop of 2.4% in 2020. The trends in Ireland are consistent with those across Europe. Research from IAB Europe found that creator marketing (influencer marketing) investment in Europe increased 14% to €1.3 billion, noting further growth expected for 2021. In addition to increased interest from advertisers, the pool of influences continues to rise. According to Nielsen InfluenceScope, there were 93,437 Irish influencer accounts with more than 1,000 followers on social media platforms in August 2021, a 58% increase from 2020.
为什么越来越多的品牌将有影响力的人作为其营销组合的一部分？
有影响力者的范围很广，并不局限于大牌明星。名人代言固然强大，但社交媒体影响者也为品牌带来了越来越多的机会，因为他们对自己的专业主题充满热情，创造自己的内容，并与追随者的日常生活密切相关。追随他们的人都是主动选择这样做的，因此，他们可以成为强大的品牌代言人，帮助推动购买意向。利用利基话题与他们的追随者产生共鸣，为品牌接触特定受众提供了一种有针对性的可能性，如果执行得当，影响者营销可以带来有影响力的结果。
那么，是什么推动了影响力营销活动的成功？
Like any marketing or advertising campaign, the success of an influencer campaign ultimately rests on its execution, and influencer marketing comes with its own unique set of challenges, most notably around transparency and authenticity. According to research conducted by the Advertising Standards Authority for Ireland (ASAI) in October 2020, over half (51%) of Irish consumers are concerned by a lack of transparency, and 59% consider influencers who do not seem authentic to be “annoying.” Across the influencer campaigns measured by Nielsen Brand Effect in Europe, one-third of those exposed stated that the content was “irritating,” suggesting that brands need to improve the strategies they employ in their influencer marketing efforts.
好的内容是任何有效营销活动的基础，影响者营销也不例外。糟糕的内容会导致信息不协调，轻则消费者不会记住，重则消费者会反感他们喜爱的影响者的内容被商业化。
在过去三年中，尼尔森一直在对欧洲的影响者活动进行影响者品牌效应测量，以帮助广告商和代理商了解其对品牌形象和人们购买其品牌倾向的影响。测量的关键指标包括品牌知名度、好感度和考虑度。我们的研究发现，以下最佳实践指南是正确的：内容必须具有亲和力和真实性。
相关内容有助于推动购买意向。在我们测评的影响者营销活动中，超过一半的受访者认为他们接触到的内容与他们相关。我们的分析表明，65% 的人记住了品牌好感度高的营销活动的内容，近 60% 接触过影响者营销的人表示他们很可能想尝试或购买产品。
Regardless of category, brands need to navigate the growing pool of influencers to partner with to ensure the authenticity of your brand and message. Once you’ve identified the right influencer for your brand—by analysing their posts, follower comments and the products and services they enjoy—work with them to create authentic content. Even when the ultimate goal is to sell a product or service, marketers are increasingly seeking ways to be perceived as authentic and real. This is where influencers can assuredly help. Consumers are more likely to align themselves with brands that share their beliefs and values. If followers trust an influencer and their recommendations, they’re more likely to follow the brand and stay loyal.
In 2020, influencer Holly Carpenter became an ambassador of Dogs Trust Ireland. As Holly suffers from mental health issues, she was keen to promote her belief that “man’s best friend” could help people cope with and possibly overcome similar issues. As ambassador, she created a campaign for her vision, which was well received by her followers. According to Nielsen InfluenceScope, Dogs Trust Ireland’s Instagram account gained 30% new followers.
We believe the momentum behind influencer marketing will continue, particularly as the pandemic has inspired higher traffic on social media platforms. Social media and influencer marketing have become useful marketing options for brands looking to expand their online presence. To be successful, influencer campaigns need to be carefully planned, executed and measured to ensure they deliver on key objectives. When used well as part of the marketing mix, they can be successful in achieving key objectives, help build positive brand associations and ultimately drive purchase intent.
方法
本文中的见解来自尼尔森 InfluenceScope 和 Influencer Brand Effect。
InfluenceScope is Nielsen’s data-driven solution to support marketers throughout the entire Influencer Marketing Lifecycle. We assess the social media users with over 1,000 followers or subscribers exercising influence, on digital platforms, over digital users and audiences. We select the personalities to suit the specific objectives within a desired time frame, pre-evaluate the mix of contents, platforms, personalities and measure the media value and ROI.
Influencer Brand Effect measures the extent to which an influencer marketing campaign has driven uplift in brand KPIs and perceptual changes among the target audience, utilising a test and control approach. Our solution can split out results by platforms and specific influencers post campaign (sample permitting), identifying the factors which were successful at driving brand KPIs and identifying effective creative elements, providing crucial insights and recommendations for future campaigns.
