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Influencer Marketing amid pandemic

Updated: Jul 28, 2020

With the exponential growth in marketing virtually in the last decade, Influencers have become a key component of advertising objectives globally.

What marketers say about influencer marketing;

  • 93% of marketers use social media influencers(1)

  • Approximately 70% of marketers use influencers for content promotion and product launches(1)

  • 84% of marketers believe that influencer marketing is successful(1)

  • 36% of marketers use micro-influencers(3)

  • 30% of marketers use high-tier influencers and celebrities

  • 68% of marketers say Instagram is the most important social media platform for their campaigns(2)

  • 57% of marketers say influencer content outperforms their own brand content(2)

  • 35% of marketers say influencer marketing has the best return on investment(1)

These global stats show that Influencer marketing is here to stay. 

By now, us marketers have become very well acquainted with buzzwords and terms such as followers, reach, engagement …etc., that are the keywords in categorizing influencers and their tiering, which according to and Standard Terminology in Influencer Marketing (STIM) are now divided into 5 main groups: Nano, Micro, Mid-Tier, Macro and Mega.

But as we all know the behavior of consumers and their needs constantly changes and as a result the ever adjustments of online platforms’ algorithms (it also works the other way around… perhaps a chicken and egg conundrum) that directly affects Influencer Marketing strategies across industries. Especially now that consumer behavior has shifted drastically due to the Novel Coronavirus outbreak it is crucial for brands to navigate their way in trying to choose the best influencers for their respective campaigns and more importantly how to connect with their desired influencers easily. And that is what we do in Vidanes Celebrity Marketing.

Let’s refresh our memories on Influencer Tiering;

· Nano-influencers 5,000 or fewer subscribers on YouTube, 2,500 – 10,000 followers on Instagram, and 5,000 – 50,000 followers on TikTok. 

· Micro-influencers: have 5,000 – 25,000 subscribers on YouTube, 10,000 – 100,000 followers on Instagram, and 50,000 – 150,000 followers on TikTok.

· Mid-tier influencers: 25,000 – 250,000 subscribers on YouTube, 100,000 – 500,000 followers on Instagram, and 150,000 – 750,000 followers on TikTok.

· Macro-influencers: 250,000 – 1,000,000 subscribers on YouTube, 500,000 – 2,500,000 followers on Instagram, and 750,000 – 2,500,000 followers on TikTok.

· Mega-influencers: 1,000,000+ subscribers on YouTube, 2,500,000+ followers on Instagram, and 2,500,000+ followers on TikTok.

(marketing stats reports vary in their classifications. Not all influencers should have all platforms to be considered as part of a specific tiering and also influencers could be macro on one platform and mid or mega on others)

As a Celebrity and Celebrity Influencer Marketing agency, connecting our brand partners to the right ambassador and influencer is one of our main services. Managing thought leaders and content creators in different tiering and classifications has allowed us to gain insight in to the functionality and capabilities of influencers hence making us an experienced consulting partner for brands to reach their campaign goals with the influencer that meets their criteria the best. 

At VCM we specialize more specifically in bridging advertisers with 3 major influencer tiering: Mid, Macro and Mega. Of course engagement, reach and followers vary across the 3 categories but we can help brands identify which ranking could benefit their campaign checklist better than the other. 

For this purpose, we have categorized our influencers based on their tearing and their core brand personality and strengths;

Our Mid-Tier Influencers:

Sarah Carlos: @carlos.sarah with 278,000 followers on Instagram. 

Her content revolves around beauty, health and fitness

Dj ChaCha: @mor1019chacha with 390,000 followers Instagram, 1,642,757 likes on facebook and 169,000 subscribers on Youtube. 

A prolific radio host and online personality, she just recently gave birth to her 2nd child, her recent content became veered towards giving friendly and helpful advice for young moms, that is beside her humorous, relatable best friend love advising persona

Our Macro Influencers:

Mikael Daez: @mikaeldaez with 619,000 followers on Instagram, 276,000 likes on facebook and 193,000 subscribers on Youtube. Mikael is an all-around self-sufficient content creator. His content is authentic, informative, fun and light. Centering around lifestyle, tech and finance which he self produces. As an added bonus for advertisers he has a great podcast together with his significant other Megan Young titled: Behind Relationship Goals. Not to mention that the couple is also avid gamers. (With the ongoing ECQ we have seen a surge in gaming related content viewership and consumption)

Joyce Pring: @joycepring with 600,000 followers on Instagram, 187,301 likes on Facebook, 84,900 subscribers on Youtube. 

Ms. Pring a.k.a Ms. Adulting is a multi-facetted radio, tv and online personality. Joyce’s ease and openness in communicating her personal experiences and life lessons has greatly contributed to her popularity online and especially amongst podcast listeners who are looking for self-improvement. Her podcast “Adulting with Joyce Pring” is always within the 5-10 most played playlists. 

Kelly Cruz: with 730,000 subscribers on Youtube and 72,000 followers on Instagram (@kellycruz) is you next door mukbang and eating buddy. Her authentic product reviews and realness is what drives viewers to continue eating her content.

Our Mega Influncers:

Jasmine Curtis-Smith: @jascurtissmith with 3,000,000 followers on Instagram, 3,490,733 likes on Facebook and 2,500,000 followers on Twitter

A multi-awarded actress with a deep and genuine heart for humanitarian and environmental causes. Meaning and purpose is always at the core of Jasmine’s content on social media. Her efforts online to help bring awareness towards covid-19 related causes has been tireless. Jasmine is also an active advocate of Mental Health.

Megan Young: @meganbata with 2,700,000 followers on Instagram, 2,138,612 likes on Facebook and 1,900,000 on Twitter.

She is the first and only Filipina to have been crowned Ms. World since its conception in 1951. Down to earth, low maintenance and worldly, that’s Megan Young and her true to life content across social media and youtube is an indicator of realness. Her podcast “Behind Relationship Goals” with husband Mikael Daez has been a listeners’ favorite. Not just also a queen of world she is also a queen in the gaming and streaming world. 

Mariel Padilla: @marieltpadilla with 3,200,000 Instagram followers, 1,685,200 likes on Facebook, 2,000,000 on Twitter, and 616,000 subscribers on Youtube. 

Mariel has been very successful in staying true to her true self across platforms. Her content popularity has been due to her natural humor, eagerness for life and her unending love and passion for motherhood. She is self-proclaimed unapologetic Over Acting (OA) mom. She shares her motherhood and house making tips and learnings with her followers. Her engagement with her viewers is high because she also enjoys learning from her subscribers. 

We do hope that this categorization helps brands choose better and more authentic influencers for their respective brands. VCM is very well equipped to connect brands with a roster of influencers that may not be within our exclusive talent pool. VCM is authorized by major talent agencies in the country to represent and conduct brand matching for their artists.  

Now that the pandemic has given us the shock of our lives and has made us stay at home, for marketers that could mean that people will spend even more time online and across multiple platforms simultaneously. That could only mean that influencer marketing would grow even bigger as a key advertising strategy. 

Consumers need for truthfulness, authenticity, empathy and lightheartedness has heightened further. So marketers should choose their ambassadors even more carefully and with more purpose to drive loyalty and awareness to their brands.

It is fundamental to work with your influencer/s collaboratively, so that the end result of a partnership is impactful and helpful for all shareholders. Content drive nowadays should be aimed for the betterment of the current situation we are all in. Let us help you with that.

Posted by: Naz Nekoudast, General Manager

[April 14, 2020]


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