THE LANDSCAPE OFww1.prweb.com/prfiles/2018/04/30/15453113/Hollywood... · 2018. 4. 30. · Say...
1
INFLUENCER Powered by 87% 57% 40% 79% 110 LOMITA STREET | EL SEGUNDO, CA 90245 | 310.606.2030 | [email protected] MARKETING SURVEY REPORT Influencer & Content Marketing Experts 2018 hollywoodbrandedinc hollywood_pr hollywoodbranded hollywoodbranded 87% OF RESPONDENTS WERE WOMEN 13% OF RESPONDENTS WERE MEN TOP COUNTRIES THE LANDSCAPE OF INFLUENCER MARKETING 660 INFLUENCER RESPONDED THE DEMOGRAPHICS SOCIAL REACH 0-25K followers 25K-500K followers 500K+ followers 2% 81% 18% 2% 87% 11% 3% 57% 40% 1% 20% 79% THE FACTS 87% 2% 3% 1% #2 #1 ENGAGEMENT RATE 0-2% (5%) MOST POPULAR TOPICS 5-10% (22%) 10%+ (28%) Don't Know (23%) 5% 22% 22% 28% 2-5% (23%) 23% Lifestyle Travel Babies & Parenting Beauty & Makeup Food ENGAGEMENT RATE THE MONEY Say blogging IS their main source of income Have another job on the side DO YOU HAVE SET PAYMENT RATES? Yes (47%) No (17%) It Depends (36%) 47% 17% 36% 3% 1% 4% 5% Free For Trade $20-$50 $50-$100 $100-$250 $250-$500 $500-$1000 $1000+ Depends On Scope Of Work 12% 17% 7% 5% 48% Yes (55.32%) No (44.68%) IS CONTENT CREATION YOUR MAIN SOURCE OF INCOME? 52% 48% HOW MUCH DO YOU CHARGE PER POST? #3 DO YOU ACCEPT COMMISSION? Yes (17%) No (83%) IF SO, HOW MUCH? of 'yes' respondents accept 1-3% commission of 'yes' respondents accept 4-8% commission of 'yes' respondents accept 9-14% commission of respondents accept 15% commission 2% 4% 5% 6% HOW DO BRANDS FIND YOU? 16% 31% 18% 26% 5% Influencer Database Referral Instagram Personal Outreach Other Have Signed Exclusive Agreements With Brands Have Not Signed Exclusive Agreements With Brands Have Not, But Would Be Interested In it Of Respondents Are Signed Up On Influencer Discovery Platforms Of Respondents Believe Discovery Platforms Do Get Them More Business 47% 57% INFLUENCER DISCOVERY PLATFORMS DO BRANDS ALWAYS MATCH YOUR IDENTITY? 22% Of Respondent Will Not Work With A Brand That Isn't 100% Them 68% Of Respondents Would Be Open To A Brand If They Like Something About It 10% Of Respondents Would Be Open To Posting About Anything THE INFLUENCER x BRAND RELATIONSHIP #4 DO YOU SIGN EXCLUSIVITIES WITH BRANDS? DO YOU HAVE A MEDIA KIT OR CASE STUDIES THAT YOU SHARE WITH BRANDS? Yes 72% No 28% 43% 33% 24% INFLUENCER THOUGHTS 0 10 20 30 40 50 60 70 Measurement Engagements Sales Product/Service Inquiries I Don't Measure Success 5% 13% 21% 61% HAVE YOU BECOME A BRAND'S FAN AFTER WORKING WITH THEM? 57% 7% Yes No DO YOU FEEL LIKE YOU'RE FAIRLY COMPENSATED? Yes No I Don't Know 55% 24% 21% HAS INFLUENCER MARKETING CHANGED SINCE 2016? 86% Of Respondents Believe Influencer Marketing Has Changed Pros Cons "Brands understand bloggers/influencers better now, and they understand that they should be paid for their work." "More brand opportunities." "The offers are more reasonable, the goals are more fun, the fans are interactive and accepting." "It's not authentic anymore." "Brands keep demanding more work for less money." "It's more competitive, bias and redundant." HOW DO YOU MEASURE THE SUCCESS OF A CAMPAIGN? #5 INFLUENCER INSIGHT INFLUENCER FRUSTRATIONS "Being able to keep my own voice. I work with some great agencies/brands that get it. They give me the freedom to weave in the brand information, but let me use my own voice. However, many brands just don't get it and want an advertorial that screams, well.... ad." "Slow communication and lack of budget." "Unrealistic expectations for amount of money offered. Not taking into consideration my expertise of my brand and audience." "Not having a budget and not being flexible with my own creative vision and ideas." "The communication gap. Everyone wants what they want and sometimes communication is not clear." "I would recommend hopping on a phone call to discuss the expectations for the campaign so that a plan could be established to ensure as successful of a campaign as possible for all parties." HOW WOULD YOU MAKE BRANDS FEEL COMFORTABLE PROVIDING DOLLARS WITH NO GUARANTEES? "Oh stop it! This is advertising. Does the newspaper or magazine the brand advertises guarantee sales or success? No. They offer eyeballs. So do we. Except, we can track the actual eyeballs far better than any other advertising It's carrier, in my opinion, for a brand to ignore a successful branding opportunity, because it's 'new'." "Statistics. It's super easy. They just don't understand we have them..." "The regular ask of brands. There may not be guarantees but I have posts that I did years ago, that still get action today, so brands need to think of the long term ROI, not just the short term." "Open communication about how the program will work, what exactly the media partner will do to promote the content/posts/etc. and what that content will be about." #6 WHAT DO YOU WISH BRANDS UNDERSTOOD BETTER ABOUT INFLUENCER MARKETING? "Numbers are not everything. People who have high followings don't necessarily mean they have dedicated influence." "Don't make it complicated. Send us a link to your newest collection or store and let us pick what works with our style. Don't push products that aren't selling - they aren't selling for a reason." "The providing free product/experience doesn't guarantee a favorable review." "That we are creative and unique, so let us use our own unique voices." "That we're going to be honest." "We have also spent years building our brand" "The importance of an influencer with a niche rather than just numbers." "Many of us work hard and produce great work but need a chance for them to consider us despite the small following." "It takes a lot of time to create content so our work shouldn't be degraded and just be for free." DOWNLOAD THE FULL SURVEY REPORT NEED INFLUENCER MARKETING ADVICE? LEARN.HOLLYWOODBRANDED.COM set up a complimentary consultation at HOLLYWOODBRANDED.COM/CHAT HollywoodBranded.com/Podcast | Blog.HollywoodBranded.com HollywoodBranded.com | [email protected] Influencer & Content Marketing Experts
Transcript of THE LANDSCAPE OFww1.prweb.com/prfiles/2018/04/30/15453113/Hollywood... · 2018. 4. 30. · Say...
INFLUENCER
Powered by
87%
57%
40%
79%
110 LOMITA STREET | EL SEGUNDO, CA 90245 | 310.606.2030 | [email protected]
MARKETING SURVEY REPORT
Influencer & Content Marketing Experts
2018
hollywoodbrandedinc
hollywood_pr
hollywoodbranded
hollywoodbranded
87% OF RESPONDENTSWERE WOMEN
13% OF RESPONDENTSWERE MEN
TOP COUNTRIES
THE LANDSCAPE OFINFLUENCERMARKETING
660
INFLUENCER
RESPONDED
THE DEMOGRAPHICS
SOCIAL REACH
0-25K followers
25K-500K followers
500K+ followers
2%
81%
18%
2%
87%
11%
3%
57%
40%
1%
20%
79%
THE FACTS
87%
2%
3%
1%
#2
#1
ENGAGEMENT RATE
0-2% (5%)
MOST POPULAR TOPICS
5-10% (22%)
10%+ (28%)
Don't Know (23%)
5%
22%
22%
28%
2-5% (23%)
23%
Lifestyle
Travel
Babies &Parenting
Beauty &Makeup
Food
ENGAGEMENT RATE
THE MONEY
Say blogging IS theirmain source ofincome
Have another job onthe side
DO YOU HAVE SETPAYMENT RATES?
Yes (47%)
No (17%)
It Depends (36%)
47%
17%
36%
3% 1%
4%
5%
Free
For Trade
$20-$50
$50-$100
$100-$250
$250-$500
$500-$1000
$1000+
Depends OnScope Of
Work
12%
17%
7% 5%
48%
Yes (55.32%) No (44.68%)
IS CONTENT CREATION YOUR MAIN SOURCE OFINCOME?
52% 48%
HOW MUCH DO YOU CHARGE PER POST?
#3
DO YOU ACCEPTCOMMISSION?
Yes (17%)
No (83%)
IF SO, HOW MUCH?
of 'yes' respondents accept 1-3% commission
of 'yes' respondents accept4-8% commission
of 'yes' respondentsaccept 9-14% commission
of respondents accept15% commission
2%
4%
5%
6%
HOW DO BRANDS FIND YOU?
16%
31%
18%
26%
5%
InfluencerDatabase
Referral
PersonalOutreach
Other Have Signed Exclusive
Agreements With Brands
Have Not Signed ExclusiveAgreements With Brands
Have Not, But Would BeInterested In it
Of Respondents AreSigned Up On
Influencer DiscoveryPlatforms
Of RespondentsBelieve DiscoveryPlatforms Do Get
Them More Business
47%
57%
INFLUENCER DISCOVERYPLATFORMS
DO BRANDS ALWAYSMATCH YOUR IDENTITY?
22% Of Respondent WillNot Work With A BrandThat Isn't 100% Them
68% Of RespondentsWould Be Open To A BrandIf They Like SomethingAbout It
10% Of RespondentsWould Be Open To PostingAbout Anything
THE INFLUENCER x BRAND RELATIONSHIP
#4
DO YOU SIGN EXCLUSIVITIES WITH
BRANDS?
DO YOU HAVE A MEDIA KIT OR CASESTUDIES THAT YOU SHARE WITHBRANDS?
Yes
72%
No
28%
43%
33%
24%
INFLUENCER THOUGHTS
0
10
20
30
40
50
60
70
Measurement
Engagements
Sales
Product/Service Inquiries
I Don't Measure Success
5% 13%
21%
61%
HAVE YOU BECOME A BRAND'S FANAFTER WORKING WITH THEM?
57% 7%
Yes
No
DO YOU FEEL LIKE YOU'REFAIRLY COMPENSATED?
Yes
No
I Don't Know 55%
24%
21%
HAS INFLUENCER MARKETING CHANGED SINCE 2016? 86% Of Respondents Believe Influencer Marketing Has Changed
Pros
Cons
"Brands understand bloggers/influencers better now,and they understand that they should be paid for theirwork."
"More brand opportunities."
"The offers are more reasonable, the goals aremore fun, the fans are interactive and accepting."
"It's not authenticanymore."
"Brands keep demandingmore work for less money."
"It's more competitive,bias and redundant."
HOW DO YOU MEASURE THESUCCESS OF A CAMPAIGN?
#5
INFLUENCER INSIGHT
INFLUENCER FRUSTRATIONS
"Being able to keep my own voice. I work with some great agencies/brands that get it.They give me the freedom to weave in the brand information, but let me use my ownvoice. However, many brands just don't get it and want an advertorial that screams,well....ad."
"Slow communication and lack of budget."
"Unrealistic expectations for amount of money offered. Not taking into considerationmy expertise of my brand and audience."
"Not having a budget and not being flexible with my own creative vision andideas."
"The communication gap. Everyone wants what they want and sometimescommunication is not clear."
"I would recommend hopping on a phone call todiscuss the expectations for the campaign so that aplan could be established to ensure as successful ofa campaign as possible for all parties."
HOW WOULD YOU MAKE BRANDS FEELCOMFORTABLE PROVIDING DOLLARS
WITH NO GUARANTEES?
"Oh stop it! This is advertising. Does the newspaper ormagazine the brand advertises guarantee sales orsuccess? No. They offer eyeballs. So do we. Except, wecan track the actual eyeballs far better than any otheradvertising It's carrier, in my opinion, for a brand toignore a successful branding opportunity, because it's'new'."
"Statistics. It's super easy. They just don't understandwe have them..."
"The regular ask of brands. There may not beguarantees but I have posts that I did years ago, thatstill get action today, so brands need to think of thelong term ROI, not just the short term."
"Open communication about how the program willwork, what exactly the media partner will do topromote the content/posts/etc. and what that contentwill be about."
#6
WHAT DO YOU WISH BRANDS UNDERSTOODBETTER ABOUT INFLUENCER MARKETING?
"Numbers are not everything.
People who have high
followings don't necessarily
mean they have dedicatedinfluence."
"Don't make it complicated. Send us a linkto your newest collection or store and letus pick what works with our style. Don'tpush products that aren't selling - theyaren't selling for a reason."
"The providing free product/experiencedoesn't guarantee a favorable review."
"That we arecreative andunique, so let ususe our own uniquevoices."
"That we're going to be honest."
"We have also spent years building ourbrand"
"The importance of an influencer with aniche rather than just numbers."
"Many of us workhard and produce
great work but needa chance for them toconsider us despitethe small following."
"It takes a lot of time tocreate content so our workshouldn't be degraded and
just be for free."
DOWNLOAD THE FULL SURVEY REPORT
NEED INFLUENCER MARKETING ADVICE?
LEARN.HOLLYWOODBRANDED.COM
set up a complimentary consultation at HOLLYWOODBRANDED.COM/CHAT
HollywoodBranded.com/Podcast | Blog.HollywoodBranded.com
HollywoodBranded.com | [email protected]
Influencer & Content Marketing Experts
