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Bord Bia Brand ForumSocial Media & Influencer Trends
30th April, 2019
The Digital &
Social Landscape
Influencer Scale
& Spend
Evolution &
Trends
Setting the Scene: The Digital & Social Media Landscape
GLOBAL
Hootsuite/Census
Social Media Use in Ireland
Source: Global Web Index 2019
Hootsuite/Census
Social Media Use in Ireland
Source: Global Web Index 2019
Hootsuite/Census
Social Media Use in Ireland
Source: Global Web Index 2019
Hootsuite/Census
Social Media Use in Ireland
Source: Global Web Index 2019
Source: Statista
Ireland
Hootsuite/Census
Social Media Use in Ireland
Source: Global Web Index 2019
Hootsuite/Census
Social Media Use in Ireland
Source: Global Web Index 2019
Hootsuite/Census
Social Media Use in Ireland
Source: Global Web Index 2019
Hootsuite/Census
Social Media Use in Ireland
Source: Global Web Index 2019
Hootsuite/Census
Social Media Use in Ireland
Source: Global Web Index 2019
Hootsuite/Census
Social Media Use in Ireland
Source: Global Web Index 2019
Influencer Marketing: Scale & Spend
CAN INFLUENCERS SIT AT THE TOP TABLE OF MEDIA?
MEDIA CHANNEL
EFFECTIVENESS
Source: Ebuiquity
What the evidence says…
1 TV 107.1
2 Radio 103.2
3 Newspapers 87.8
4 Magazines 79.5
5 OOH 71.7
6 Direct Mail 67.0
7 Social Media 65.8
8 Cinema 61.4
9 Online Video 57.6
10 Online Display 50.0
Reach
3.16 Million Population of Ireland
6.58 Million
Video Views
990,000Top Rated Show of 2018
975,580 Ad Views
263k Instagram Followers
85,580 Combined Monthly Print Reach
JackSepticEye
21,985,080Subscribers
21,985,080 Subscribers
From Athlone, Ireland Population: 21,000
JackSepticEye
21,985,080 Subscribers
Beyonce
17,482,189 Subscribers
JackSepticEye
21,985,080 Subscribers
Total Content Views
9.9 Billion
THESE ARE THE EXCEPTIONS…
FOR NOW
$2.4billion
Global Adspend
Source: Mediakic.com
$505billion
$1,405
2017 Global Influencer marketing spend
2017 Global Adspend
Source: Digiday
Source: eMarketer / Magna
Average cost of one influencer Instagram post
1.7 Million Paid Influencer Posts
Per Year
Source: eMarketer
43%
Source: Mediakix.com
Source: eMarketer
The New Influencer Agency
Source: Influencer Marketing Hub, Benchmark Report 2019
€466m€393m
€275m €245m €216m €184m €158m €165m €168m €153m €131m
€311m
€237m
€228m€225m
€213m€200m
€191m €218m €229m €237m€218m
€140m
€130m
€123m€110m
€103m€97m
€91m€132m €135m €127m
€120m
€155m
€113m
€83m€60m
€58m€54m
€57m
€65m €68m €72m€72m
€78m
€95m
€110m€123m
€140m€156m
€172m
€207m€248m €289m
€317m
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Print TV Radio Outdoor Cinema Online
€1.2b
Source: Core Predictions Outlook 2018
AdSpend in Ireland
€131m
€218m
€120m
€72m
€317m
2017
Print TV Radio Outdoor Cinema Online
Source: 1:1 Interviews, Core internal prediction, IAB/PWC
Under 2% of media spend is on influencer work
50%
20%
19%
11%
Search
Display
Social
VOD
Estimate*
17%
2%
0% 10% 20%
Social
Influencer
Source: AR Agency 2019
Irish Influencer Spend Estimates
2018 Irish Spend
2019Forecast
€5.75m€5m
2020Forecast
€6.8m
15% YoY Growth
18% YoY Growth
The New Influencer Agency: Revenue Sources
13%
20%
22%
46%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Media Agency
Creative Agency
PR Agency
Direct
Influencer Agency Revenue Source
Source: 1:1 Interviews
13%
20%
22%
46%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Media Agency
Creative Agency
PR Agency
Direct
Influencer Agency Revenue SourceSize of Brief
Small
LARGE
Source: 1:1 Interviews
The New Influencer Agency: Revenue Sources
What is Influencer Marketing Being Used for in Ireland?
Source: AR Agency 2019
1%
38%
30%
15%
16%
Brand Awareness & Perception
Drive Sales & Lead Gen
Increase Social Engagement
Educate
Research
Evolution & Trends in Influencer Marketing
Influencer Marketing
Influencer marketing identifies those which havethe most influence over potential buyers, andorientates marketing activity around theseinfluencers.
“At its very core influencer marketing is still about smallgroups of people influencing small groups of people.
In the war for consumer’s attention, it’s hand-to-handcombat that brands must engage in to authentically gainand maintain cultural relevance in an exhaustingly over-saturated market.
This is why influencer marketing is so effective—becausetrue influencers create, connect, and collaborate to buildthe small communities that actually make up our overallculture.”
Michael Blatter, Mirrorball
A Greater Emphasis on Micro-Influencers
Celebrity and macro-influencers are increasingly expensive and often personally disconnected from their audiences.
Companies are turning to micro-influencers with smaller, but more responsive followers.
Micro-influencers are 4x more likely to get a comment on a post than macro-influencers.
Sources: Nogre.com
TREND 1 | MICRO-INFLUENCERS
TREND 1 | MICRO-INFLUENCERS
Source: WARC / Sharable & Fullscreen
Ireland 5,000 to 20,000
The End of the One-Post Stand
Marketers and influencers are working as campaign partners for longer periods.
About half of marketers (51%) are now working with influencers for longer than six months.
37% of influencers said they’re beginning to partner with brands for longer periods rather than one-time campaigns.
Opportunity to build a long-term narrative and leverage the influencer as a true brand ambassador.
Sources: Mobile Marketer
TREND 2 | LONG-TERM RELATIONSHIPS
Align on Brand Values
Brands are looking at a broader range of metrics when selecting influencers, and are increasingly understanding the importance of aligning with brand values.
Alignment and brand fit are essential for a successful partnership.
TREND 3 | ALIGNMENT VERSUS NUMBERS
From Influencers to Entrepreneurs
Successful influencers are turning their personal brand into a business to harness their reach.
TREND 4 | Product Extensions
TREND 4 | PRODUCT EXTENSIONS
TREND 4 | PRODUCT EXTENSIONS
Episodic Content through Podcasts
1. Provides greater control for the Influencer
2. Feeds their desire to create honest and meaningful content
3. A more natural style of promoting messages
TREND 5 | AUDIO
TREND 5 | AUDIO
TREND 5 | AUDIO
Five Questions to Take Home
1. Does my strategy have the right mix and weighting of Influencer type?
2. How will my brand benefit from a longer-term Influencer relationship?
3. Do my brand values align with the values of my Influencer?
4. Is there an opportunity to go beyond a simple marketing communication?
5. What is the opportunity that audio presents for my brand?
