A short YouTube video (uploaded by Patrick Biddiscombe) explaining influencer marketing and three practical recommendations for businesses: (1) follower counts don't equal influence — prefer micro/nano influencers for engagement, (2) choose influencers who fit your brand, platform and audience, and (3) allow creators creative control. The transcript defines four influencer tiers (mega, macro, micro, nano) with follower thresholds and offers ROI claims (average $6.50 revenue per $1 invested; 70% get $2+; 13% get $20+; 18% fail). It includes a Dyson pet-influencer campaign case study (115,000 likes, 1,900 comments, 10.78% engagement) and a brief point about diversity and pay disparities for Black creators.
Average $6.50 revenue per $1 invested; 70% of businesses make $2 or more per $1; 13% make $20 or more; 18% fail to generate any revenue.
115,000 likes, 1,900 comments, and an average engagement rate of 10.78%.
Chapters
Influencer marketing can be a really affordable way to make some big impact. Here's what you need to know.
What is a social media influencer?
Someone who influenced a large amount of people and then being able to monetize it.
They're wearing that shirt. I want to go find that shirt and I want to buy that shirt.
An influencer is a person who's built a loyal audience through social media, blogs or other online communities. They have the ability to influence their audience through their content creation. From Jake Paul with 16 million followers to Angela McCray with 3,000 followers, there are four different tiers of influencer. There's a mega influencer with 1 million plus followers, the macro influencer with between 100k and 1 million followers, the micro influencer with 10,000 to 100,000 followers, and the nano influencer with 1,000 to 10,000 followers. On average, businesses generate $6.50 in revenue. For each $1 invested in influencer marketing, 70% make $2 or more and 13% make $20 or more. Most businesses get solid results from influencer marketing, with only the bottom 18% failing to generate any revenue. If influencers are the fork, then social media is the sizzling stake that these companies all want to have a piece of. I've said it once, I will say it again. People don't trust branded content. They especially don't trust branded content with official marketing saying our product is the best product you could ever have. This message was paid for by the same people who made the product. And when it comes to this marketing strategy, what we're realizing is that the influencer you choose to work with doesn't even have to be human. Let's talk about Dyson, the vacuum company. They market their product as vacuums capable of handling any mess, including cleaning up the most stubborn of pet hair. So they recruited a bunch of pet influencers of varying tiers to record content of themselves interacting with a Dyson vacuum. And the results were terrific. Cause dogs go ruff ruff ter ruffic. By the campaign's end, they received 115,000 likes, 1,900 comments, and an average engagement rate of 10.78%. If you want to win and find the right influencer to jumpstart your marketing campaign, remember these three things. Number one, more followers does not mean more influence. We've all been swiping through our feeds before and had that thought of if this person has 900,000 followers, how come their posts only have 70 likes, no shares, and 2 comments? That's because a lot of These mega influencers have follower lists made up of a mix of real people, bots and fake accounts. Don't allow yourself to be seduced by a high follower count. Go find yourself a micro or nano influencer. What they may lack in followers, they make up for in audience trust, post consistency and engagement. Which brings us to number two, Everybody say it with me. Are they right for you? Just because an influencer is an influencer doesn't mean that any influencer will be right for your business. You gotta ask yourself, what's their reach? Is the platform they use one that you can integrate into your strategy? Are the voice, views and opinions they have brand safe? Would their audience actually resonate with your products and buy from you or not? You should be looking for influencers that complement your already existing brand. If you're a cookie company, then you should go after this influencer who has a major following for their baked good review videos. Have them use your product and create a live unboxing review or a Day in the Life vlog where they are using your product throughout their day and their video. Number three, let the creators create. Influencers have spent a lot of time building their own brand and audience. They know it works. Don't mess with their recipe. Trust that you have vetted them and who they are correctly so that you don't have to worry about things like brand relevance. Because the more authentic they are, the more their audience can connect. And the more their audience can connect, the more they can engage with this dynamic new content that is all about you. Oh yeah, and don't be racist.
Well, I think that that the way the industry works, it's the CMOs, it's the heads of marketing at companies who are deciding who to pick for their campaigns. And they're just not thinking about these black creators who in many cases have higher followings, have more engaged followings than their white counterparts, but are paid less.
Yeah, don't do that. As always, that's the info. Do with it what you will. Until next time, adios.
