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Will social media influencers completely replace ad agencies?

(SOCIAL MEDIA) With the increase of social media influencers in the digital world, ad agencies have the potential to become obsolete.

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Influencers are the new ad agencies

When it comes to advertising, creativity is important, but relevance is everything. While traditional ad agencies are great at concocting engaging messages to grab an audience’s attention, social media influencers don’t have to grab — they already have a loyal audience waiting eagerly for their next post.

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This is why brands have been increasingly turning to influencers over ad agencies to handle their creative marketing campaigns.

The old process and the power shift

Agencies would create detailed storyboards for specific photo or video campaigns, and approach influencers to simply post that content on their channels. The influencer was essentially a secondary medium for the content rather than a contributor.

Influencers are now being given creative license and taking the reigns on brands’ social media initiatives.

Brands come directly to them with briefs and RFPs, then the influencer prepares and executes the whole campaign. This is more powerful since the content will be entirely in the influencer’s style, resonating deeply with their followers and seeming more legit, less advertisey. At the same time, it’s much more cost effective than hiring an ad agency, which, with all its fees, essentially serves as a middle man.

So is this a wise move for brands?

Absolutely. First, working directly with influencers gives a brand far more control over brand experience. It’s easy to lose control of communication when too many people are involved, such as an agent and their agency. Working closely with them makes the process less commercial and more collaborative and personal.

Second, the audience reach is far greater with social media influencers. Content created by social stars lives not only on the company site, but also on social channels and other retail channels, like Amazon, for example.

Fans love to like, comment on and share posts from their favorite stars, so influencer-created advertisements have a virtually limitless reach.

When they’re created by the influencer themselves, they fit seamlessly into the rest of the influencer’s posts, so to a follower it doesn’t feel like advertising at all — and that’s the genius of it.

Campaigns with credibility

Influencers are social proof that a brand is legit. There’s no need for catchy taglines or provocative themes when the information source is beloved by millions. Their word is law, and their opinions set trends. Recognizing the unique value influencers possess, brands aim to develop ongoing relationships with influencers rather than a just one-and-done campaign.

This way, they can become mutually associated with popular social icons and expand brand presence exponentially.

There are already companies out there that help brands find influencers to serve as their creative ad agency. One of these is Delmondo. Most influencers working through Delmondo create storyboards to present to brands rather than the other way around, then produce content for paid posts on Instagram and Snapchat.

Several corporations are already on board with this movement. L’Oreal Paris has numerous contracts with social media influencers, and Viacom has even hired Snapchat creator Shaun McBride as a creative strategy consultant for all its social media advertising initiatives.

Where we’re at

It comes down to this:

traditional advertising is fading into obscurity as online review sites and social media take over and word-of-mouth prevails.

Influencer-driven advertising is a smart way to capitalize on this trend. Rather than scrambling to master social media marketing best practices yourself, let someone who’s done it already take the wheel. The right influencers know your target audience maybe even better than you do, and face it: they’re just way cooler than you.

#influencers

Helen Irias is a Staff Writer at The American Genius with a degree in English Literature from University of California, Santa Barbara. She works in marketing in Silicon Valley and hopes to one day publish a comically self-deprecating memoir that people bring up at dinner parties to make themselves sound interesting.

Social Media

Facebook’s Résumé takes another shot at LinkedIn

(SOCIAL MEDIA) Facebook took another swipe at LinkedIn by introducing a new Résumé feature.

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Any job hunter is likely familiar with the little section somewhere during the application process where you’re asked to enter in social media information. Thankfully, Facebook is usually an optional field.

While I try to keep what the public can see of my social media profiles toned down enough as to not cause my grandmother to blush, I’m still not quite comfortable sharing my profile with prospective employers.

I’m sure many out there feel the same, and Facebook knows this.

Tinfoil hat theories aside, LinkedIn may be shaking in their boots as Facebook begins to advance their growth in the professional sector in their pursuit of social media domination.

Facebook has begun experimenting with a new Résumé/CV feature that works as an extension of your standard “Work and Education” section on a Facebook profile page, allowing users to share work experience in more detail with friends and family but most importantly: potential employers.

Luckily, the new Résumé/CV feature won’t be sharing personal photos or status updates, but will rather combine all the relevant information into a single, professional-looking package.

So far this feature appears to be rolled out to a small number of users, and it’s unclear when it will be officially launched, but this isn’t the first time Facebook has dipped their toes in the waters of the job sector, or took a jab at LinkedIn.

Several months ago, Jobs was launched, a feature that allows Business Pages to post job openings through the status composer, and keep track of them on their Page’s Jobs tab.

A Facebook spokesperson commented on the intent behind the new Résumé/CV feature, “At Facebook, we’re always building and testing new products and services.

We’re currently testing a work histories feature to continue to help people find and businesses hire for jobs on Facebook,” and so this is just the beginning of Facebook’s plan to become a one-stop-shop and create a more seamless way for people to find and get jobs.

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Social Media

Tag photos, connect with friends, order food?

(SOCIAL MEDIA) Facebook seems to be sprawling into every nook and cranny of life and now, they’re infiltrating food delivery.

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Facebook is now bringing you food! Although, no one was really asking them to.

In the age of Instagram and Snapchat, Facebook is attempting to transform into more than just a social media platform. They have partnered up with food delivery services to help users order food directly from their site.

They hope to streamline the process by giving users a chance to research, get recommendations and order food without ever leaving the site.

Facebook has partnered with their existing delivery services including EatStreet, Delivery.com, DoorDash, ChowNow and Olo in addition to restaurants to fast track the process.

The scenario they imagine is that while scrolling through the newsfeed, users would feel an urge to eat and look to Facebook for their options.

After chatting up friends via Facebook Messenger to ask for the best place to go, users would visit the restaurant’s page directly, explore their menu and decide to order. When ordering, you will have the option to use one of the partnered delivery services either with an existing account or by creating a new one.

The benefit is you stay on one site the entire time. With the time you save, the food can get to you faster, which is a plus for everyone.

Assuming that people already live on Facebook 24/7, this seems like a great update. If you like getting recommendations from your favorite social media resources, it’s even better.

The problem is that in recent years their younger audiences have dropped off in favor of other sites. Regardless of what they think, not everyone is flocking to Facebook for their every need.

My guess is that this service will benefit those already using Facebook, but is less likely to draw new audiences in.

Adding more services may not be the key to success if Facebook can’t refine their other features. They have already been criticized for their ad reporting practices, though they seem to fix everything with a new algorithm.

Facebook has continued to stray away from their original intent, and food delivery won’t be their last update.

Facebook wants to be everything, but not everyone may want the same.

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Social Media

Hate Facebook’s mid-roll ads? So does everyone else

(SOCIAL MEDIA) Those pesky ads that pop up in the middle of that Facebook video, aka mid-roll, seem to be grinding everyone’s gears.

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In an ongoing effort to monetize content, Facebook recently introduced “mid-roll” ads into videos by certain publishers, and it has now been testing that format for six months. If you aren’t a big fan of those ads interrupting your content consumption experience, you aren’t alone; publishers aren’t crazy about them either.

In a report on the program, five publishers working with Facebook’s new mid-roll ad program were sourced and all five publishers found that the program wasn’t generating the expected revenue.

One program partner made as little as $500 dollars with mid-roll ads while generating tens of millions of views on their content.

Two other partners wouldn’t specify exact revenue number, but they did acknowledge that the ad performance is below expectations. As far as cost goes, certain publishers mentioned CPMs between 15 cents and 75 cents.

That range is large because a lot of the data isn’t clear enough to evaluate their return on investment. According to the Digiday report, publishers receive data on total revenue, along with raw data on things like the number of videos that served an ad to viewers.

The lack of certain data points, along with the confusing structure of the data, makes it difficult to assess the number of monetized views and the revenue by video. For context, YouTube, as arguably the biggest player in video monetization, provides all these metrics.

Another issue is that licensing deals are cutting into margins. Facebook pays publishers, via a licensing fee, to produce and publish a certain number of videos each month. In exchange, Facebook keeps all money until it recoups the fee, after which revenue is split 55/45 between the publisher and Facebook.

While these challenges doesn’t change the fact that revenue is low, it does make it difficult to dissect costs in a meaningful way.

Why is revenue so low to begin with?

For starters, a newsfeed with enough content to feed an infinite scroll probably isn’t the best format for these kinds of ads. As a user, when I’m watching the videos and the ad interrupts the experience, I’ve always scrolled right on through to the next item on my feed. It’s a sentiment echoed by one of the publishers in the Digiday story.

Because of that, Facebook’s new Watch program, which creates a content exclusivity not found on the news feed, might produce better results in the future. Either way, Facebook will need to solve this revenue challenge for publishers, or they might pull out of the programs altogether.

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