Social Media Marketing ch 6

What is influencer marketing?

"Influencer marketing is a way brands can promote their products through endorsements or recommendations from influencers and content creators on the Internet." - In 2006, PayPerPost was launched as the first influencer company to pay bloggers to promote brands. - Over the years, influencer marketing has grown, and now 9 out of 10 brands use some form of influencer marketing.

The social media advertising: Carousel

-Carousel ads Allow the user to tell a grand story by including images or videos -many Platforms allow a separate call to action (cta) or link for each image or video -Carousel ads include subcategories, such as product, panoramic, and process.

Social media advertising: collection

- Collection ads are meant to give a more engaging experience to visitors and are viewed on Collection ads are meant to give a more engaging experience to visitors and are viewed on mobile devices. Collection ads differ significantly across platformsmobile devices. - Collection ads differ significantly across platforms

social media advertising: product

- Is a product ad is used for showcasing numerous products - It is also used for retargeting

One of the simplest ways to categorize influencers is by the number of followers.

- Nano-influencers have 1,000 to 10,000 followers. They tend to have high engagement rates due to their interaction with their followers. Micro-influencers have 10,000 to 100,000 followers and are usually a specialist in their field. Their followers view these influencers as being authentic. - Macro-influencers have between 100,000 and 1 million followers. These influencers are usually either a B-list celebrity or an expert in their field. - Mega-influencers have more than 1 million followers, and many are celebrities in some capacity outside of social media. -Companies can find the right influencer, or group of influencers, by either working with an agency or by using an influencer relationship management dashboard

the risk using influencers

- Problems have arisen with posts that are not honest or forthcoming about relationships between the influencer and the brand. - Influencers have a legal requirement to disclose any financial, employment, personal, or family relationship when they post for a brand. - This includes posts for which they receive monetary payment, free merchandise, or any other financial compensation for the post.

Social media advertising: text ads

-Text ads are short and have typically have a CTA to click on a url. -Facebook text ads appear on the right-hand side of the user's newsfeed -Algorithms determine which text ads appear.

Social media advertising: lead form

- The goal of the ad is to generate a lead by promoting some form of content such as an eBook, white paper, or industry guide. - When clicked, a landing form appears requesting information for the download.

What is influencer marketing?

- The growth in social media and platforms such as TikTok and YouTube has contributed to more content creators. - Content creators may be influencers, but their focus is creating content such as videos or podcasts, whereas not all influencers create content beyond photos.

Paid Social and Influencers

-The broad categories are Image, Carousel, Product, Collection, Interactive, Lead Form, Video, and Text. The different social media platforms provide help centers for creating ads and best practices for each ad type.

Social marketing Advertising: interactive

-The name is a perfect description for this type of ad, which varies across platforms and evolves with technology. - Chatbots, lenses, and polls are just a few examples of interactive ads used in stories, messaging, and user feeds.

In addition to celebrity influencers, there is room for many other types of influencers on social media channels. Influencer Marketing Hub gives two criteria for an influencer:

-"the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience. - a following in a distinct niche, with whom he or she actively engages. The size of the following depends on the size of his/her topic of the niche."

Social media advertising: video

-Video ads provide a great deal of versatility and are used in other ad types such as carousel ads and interactive ads. -Many platforms offer creator studios in addition to help centers. -Creating videos that appear authentic to the users of the platform can help with engagement and especially sharing.

What is influence marketing?

-YouTube is still the second-most visited website, and its content creators can make millions of dollars each month from monetizing their videos. -Content creator collectives are houses in which content creators live together, create content together, and promote the content of each other on social platforms such as YouTube, Instagram, and TikTok. Hype House is one of the most well-known content creator collectives, and in 2021, Netflix aYouTube is still the second-most visited website, and its content creators can make millions of dollars each month from monetizing their videos. Content creator collectives are houses in which content creators live together, create content together, and promote the content of each other on social platforms such as YouTube, Instagram, and TikTok. - Hype House is one of the most well-known content creator collectives, and in 2021, Netflix announced plans for a reality TV show starring several of the inhabitantsnnounced plans for a reality TV show starring several of the inhabitants

The best practices For developing a paid social strategy

1. Incorporate paid social and influencer relationships into the overall SMM strategy. 2. Use research for SMM plans. 3. Know your target market. 4. Have clear goals for your paid social strategy. 5. Integrate organic and paid social into your SMM strategy. 6. Monitor conversations about your brand. 7. Choose influencers carefully. 8. Commit to contributing resources. 9. Monitor social ROI and influencer ROI.

What is influencer marketing?

Celebrity influencers are successful at using their status outside of social media to gain a following and influence those followers with their posts.

The social media advertising: Image

The emphasis on these posts is the image, which is why Facebook suggests that less than 20% of the content be text based on its research of ad performance.

measuring the effectiveness of influencers

To properly use the tool of influencers, set objectives for the influencer campaign and select key performance indicators (KPIs) for measuring success. According to the Digital Marketing Institute, the five most critical KPIs for influencers are conversions, referral traffic, reach and awareness, audience growth, and engagement. Influencer relationship management software tracks KPIs and campaign performance.¹

Social media advertising: boosted post

While this isn't one of the broad categories, it is essential to understand what a boosted post is and how it can be valuable. - Some social media platforms allow the advertiser to boost an organic post and turn it into a partially paid post. -By paying for this boost, the advertiser will often see that the organic post reach will increase since these are typically posts that people are more likely to share.