The popular in Instagram Stories on the marketing campaign

Refer to the survey in February 2018 from Activate, influencer marketing agency, nearly 90% influencers worldwide were active in Instagram for the marketing campaign with the brand rather than in Facebook like before. Apart from the ordinary post on Instagram, Stories becomes the most powerful and favorite among the other features.

Source: eMarketer.com

As of June 2018, there are 400 million people daily using Instagram Stories. People use this feature to matching with their preference to fast, fun and playful update their lifestyle or kinds of stuff within the day with the interacted function that allow the viewers to respond on the Stories posts. Moreover, the full-screen resolution results in the better audience’s experience. That is not surprised why Instagram Stories becomes such a favorite feature even it just launched in August 2016.

 Source: Facebook Business

Not only just for fun with friends and families, but people also discover the Stories for what they are interested.  Therefore, it is the opportunity for the brands or influencers to work on the campaign to connect and increase brand engagement with their customers by creating the content in Stories. Moreover, there is the function that the users can attach the link to the webpage within the post that facilitates the audience to explore more about the posts, and it is possibly helpful for the brand to increase the conversion rate as well.


Reference:

https://www.emarketer.com/content/instagram-is-the-leading-platform-for-influencer-marketing

https://www.facebook.com/business/news/stories-theyre-where-your-customers-share-and-discover-things-they-love

Brand Collabs Manager from Facebook connects brands and influencers

Nowadays, Influencer marketing becomes one of the effective ways of digital marketing since the digital disruption and the increase in using mobile and social media. Consumers also prefer this type of marketing because they think that it seems to be real and credible compared to the official marketing from the brand. To support this method, Facebook just announced the launch of a new tool, Brand Collabs Manager, to help brands better connecting to the influencers in Facebook platform. This tool will facilitate brands to match their preference with the right influencers. Brand Collabs Manager requires both brands and influencers to sign up and provide the different service for each side.

The list of influencers showed up for the brands. 

Source: Facebook Brand Collabs Manager

For the brands, they can explore the content creators who have followers in the range of 25,000 to 8 million with attribute filter they need to match with their promotion. The brands can see influencer’s information and Facebook portfolio to know about the past partner that the influencers work with for the decision making. The tool also provides the in-depth detail of the demographic, the influencers’ follower background and percentage of matching to see if those influencers can contribute to the right consumers or not. 

The creator's profile on Brand Collabs Manager

Source: Facebook Brand Collabs Manager

For creators or influences, they can create their profile and customize their portfolio. The tool helps the creators to know more about their insight and performance data. Furthermore, the creators can discover the brand profile to see the previous collaboration which is useful for the decision of being a future partner.

Brand Collabs Manager will help the brand to create a better engagement from the more efficient creator selection and also facilitate the creators to control their profile from learning the brand profile before they become the partnership. The tool assists both sides to have a good relationship for being a business partner as well. But for the first phase, the service is available in the US only. If this function works, it will help the brand around the world in better working in this part of digital marketing.

Reference:

https://www.facebook.com/collabsmanager/start/

https://www.socialmediatoday.com/news/facebook-announces-brand-collabs-manager-platform-to-connect-influencers/526082/

The Monetization of Instagram

source: onlinemarketingrockstars

The recent product updates of Instagram and the announcement that the platform has reached 400 million monthly users made me think about some fundamental questions.


The Instagram ad platform is now open for everyone - what are implications for influencers and marketeers? 
There are a lot of brands and influencers that are already monetizing their reach on the platform. Even though you cannot include links into your posts, paid product placement or lead generation through the link in Instagram profiles are generating millions of dollars for influential individuals and brand on the platform. On the one hand, Instagram relies on these profiles for the high quality content they are providing and for engaging with a massive young audience. On the other hand, it is very likely that Facebook in the future wants to participate in the business being conducted on their network. There are no signs of Facebook going to war with influencers but it will be really interesting in the long run, what features or policies they are going to launch in order to monetize on the lucrative category of influencer marketing.


Everyone is talking about influencer marketing - is there something missing for a breakthrough?
Marketing and tech media are talking a lot about influencer marketing, still it seems like a very early category compared to what's the the potential of it. My impression is that many companies are still figuring out how to benefit from it and how to integrate influencers into their campaigns. Many are still struggling with building meaningful relationships to influencers, addressing influencers that fit their brand and target group, and telling authentic stories with them. The landscape seems confusing and companies like Neoreach are still working on making it easier to get access to the right channels here. Once these tools and channels are more established, I expect influencer marketing to grow tremendously and to move on into other categories besides lifestyle and fashion

Will there be a new ecosystem of agencies and affiliates or is Facebook cutting them all out? 
This question is still very open to me and I am excited about discussing it people who work in marketing. Affiliates like Megachat hugely benefit from their reach on Instagram and they reach more than 1.8 million followers with all their accounts. They build up own accounts and work with other influencers to maximize the value of their affiliate services. At the same time Facebook launched its own Instagram partner program that starts with 40 agencies which are supposed to help bringing brands on the platform. The experience from the Facebook ad platform but also from the early days of Google has shown that they might offer short term incentives for agencies in order to kick off their ad services. In the long run, media blogs expect only a marginal share of less than 2% for intermediaries like ad agencies. Once the platform has matured to a major player, Facebook is likely to cut out many other players and exclude them from the revenues made on the platform.