What is the effect of placing large-scale advertisements with internet celebrities? Here is the first influencer marketing analysis report and five cases!

This article contains some useful information , but I’m afraid it may be too dry to swallow. Please take it with caution and bring your own chicken soup. By analyzing some cases of Mimi Meng and Xue Zhiqian, we can roughly see that it is difficult to measure the effect of using large accounts for brand communication, the conversion rate of Taobao products is not high, and high-frequency shopping app promotion has good results in both download volume and order conversion rate. If it is combined with the linkage of activities, the effect will be better.

Data source of this article: Only data can speak convincingly

1. Umeng

It is considered to be one of the few reliable third parties doing app analysis and monitoring in China, with a relatively solid data source. If you believe in reports from Analysys International or iMedia Research, please do not read on.

2. Baidu MOTA

A relatively reliable app analysis tool , whose data comes from Baidu Mobile Assistant , Baidu Statistics and other channels.

3. Application Radar

Check the ranking changes of apps on iOS.

4. Baidu Index

The king of exposure measurement in the PC era, Baidu Index has weakened in significance after the entrances were dispersed in the mobile Internet era, and it can be used for cheating. Even so, the Baidu Index still has strong reference value.

5. Micro Index

The index released by Weibo is quite good for measuring Weibo exposure. Although Weibo's activity has declined, it is still a first-tier social platform.

6. Micro-blog

Currently, the advertising trading platform for large Weibo and WeChat accounts has their data and prices. Proven and reliable.

My question: Everyone is talking about internet celebrities , but what is the actual effect of the promotion?

I believe everyone was flooded with news about Papi Jiang’s auction yesterday. However, this article is not directed at Papi Jiang personally, but at the group of internet celebrities represented by her (who have the ability to create original content).

The question I am trying to answer is: Why are these internet celebrities so popular with advertisers? What is the effect of the delivery? Is this a false prosperity?

Since Papi Jiang has not started advertising yet and cannot be measured, I will use Xue Zhiqian and Mimi Meng as the objects of analysis. They are currently the top Internet celebrities (Papi Jiang has become a god-level figure in the world of Internet celebrities after being managed by Logical Thinking ), and their advertising has already reached a large scale.

In theory, the ones who have the most say in how effective the advertising is are of course the Party A (advertisers) who carry out the advertising. Or, big internet celebrities can share their own experiences. Unfortunately, there is very little public information on this topic. Most of the outside analysis focuses on why internet celebrities are popular, but there are few truly reliable industry analyses.

The reason I became aware of this problem is that I am also a member of Party A and was interested in placing an investment, but at one point I found it quite difficult because there was too little information. The price of a single article by Mimi Meng has risen from tens of thousands of yuan to hundreds of thousands of yuan, and then to the current three hundred thousand yuan. It is astonishing, but almost no one can explain why this is happening? Despite the momentum of content entrepreneurship this year, there are still many people who are pessimistic about self-media and believe that it is difficult to monetize.

As a capable client, I can only do the analysis myself. (Haha, who else can I let on?)

Why invest in influencers? Spread and transform!

After some analysis, I actually tried it out once, using a newer, less popular account called "Wang Zuo Zhong You". The result was the controversial "Yesterday's Horrible Experience of Taking a Private Car in Beijing" last weekend.

This Tuesday, I collected data and responses from various channels and made a summary. Because it is internal material and not suitable for full disclosure, I quote some of the opinions: Why vote in large size? I wrote it like this:

1. The release of large-scale soft articles is conducive to breaking the island effect of WeChat. It is difficult to make a breakthrough in WeChat marketing , and currently it only relies on Moments advertising and large WeChat account placements. The latter is increasingly valued by major brands, and the price is also rising.

2. The internet celebrity effect, personalized IP, specific fan groups, the organic combination of content and advertising, emotion and attitude make it highly contagious, surpassing traditional exposure. Their fans are very receptive to this kind of product placement and are even happy to spread it.

…

My general conclusion about Wang's left-center-right placement this time is:

The idea was cool enough and fully conveyed the brand message, but the black humor theme (mistakenly regarded as horror by some people) limited its dissemination, and the reviews were polarized: those who liked it liked it very much, and those who didn't like it really didn't like it.

In fact, if we want to analyze the effectiveness of advertising, I am more familiar with Wang Zuo, Zhong and You because we have a cooperative relationship and have obtained a lot of data from them. But precisely because of the cooperative relationship, these data are not suitable for unauthorized disclosure.

How much money can an internet celebrity make in a month? It is not a problem for a large number to earn millions a month

Let’s talk about Xue Zhiqian and Mimi Meng. They are more representative, and their data are all from public channels, so there is no authorization issue. Many people are discussing whether Papi Jiang’s 2200w is expensive or not, but it’s hard to say. Let's first look at the two statistics I made, the advertisements they have received since March:

Xue Zhiqian currently has over 9.2 million followers on Weibo, and Mimi Meng has over 2.5 million followers on WeChat. Judging from the number of followers alone, the advertising value of Mimi Meng is much higher than that of Xue Zhiqian. There is no doubt that WeChat fans are worth much more.

However, due to the dual blessing of celebrity effect and comedic skills, Xue Zhiqian's Weibo fans are far more active than other Weibo accounts with tens of millions of fans. The total number of reposts, comments and likes for his long text and picture advertising Weibo posts often exceeds 200,000, and the number of views is as high as tens of millions. (Of course, the possibility of brushing cannot be ruled out, partially.)

As for Mimi Meng, according to her self-exposure in the article "Stupid Party A", the number of readers of her advertising articles often exceeds 1 million. Even if it is less, it can still have 500,000 reads. According to Xu Danei’s new ranking statistics, although a few public accounts can beat Mimi Meng in terms of total reading volume, very few can exceed Mimi Meng’s average single reading volume.

In terms of quotation, the prices of Xue Zhiqian and Mimi Meng are almost the same, currently both are 300,000 yuan per piece. There should be no discount at this price. Both of them have very full schedules and their attitudes are rather strong. (Think about that stupid party A)

Since March, Xue Zhiqian has released 15 advertisements with an estimated revenue of 4 million yuan. There were 9 ads in March alone, with an approximate frequency of 2-3 ads per week.

I am not very clear about the actual income of artists at present, but I believe that Weibo advertising income has become an important source of income for Xue Zhiqian, and may even exceed other sources. As a second-tier singer, Xue Zhiqian probably didn't have much income originally. He mainly relied on commercial performances, and had few endorsements or film pay. Otherwise, he wouldn't have run a hot pot restaurant and Taobao store.

At the end of March this year, in an interview with Guangzhou Daily, Xue Zhiqian admitted that after becoming famous for writing jokes: "I made a little money, which can be regarded as a guaranteed income."

Mimi Meng is similar. She has posted 13 videos since March, and her estimated income is close to 4 million yuan.

Do you remember the story that Mimi Meng burned through 4 million yuan in financing in just one year of starting her business last year? Well, she has earned it back in just over a month, and it’s all her own money.

Mimi Meng normally writes five long articles a week and two pictures on weekends. She is a very hardworking big account owner. About 2 out of 5 articles are advertisements, and there are a total of 8 advertisements in March. It can be seen that she still tries her best to avoid harassing readers.

In terms of content quality, Mi Meng's is higher than Xue Zhiqian's. Mi Meng probably spent more time on writing, while Xue Zhiqian "used to take two hours to write when he was new to it, but now that he's more familiar with it, one hour is enough."

Effect? Effect! Different purposes have different effects

It must be tiring to read this, now I’m finally getting to the point. Teacher Xiao will take you into the case analysis session.

By analyzing some cases of Mimi Meng and Xue Zhiqian, we can roughly see that it is difficult to measure the effect of using large accounts for brand communication, the conversion rate of Taobao products is not high, and high-frequency shopping app promotion has good results in both download volume and order conversion rate. If it is combined with the linkage of activities, the effect will be better.

1. Yangmatou APP: Good download-driving effect

The Yangmatou APP was launched on Xue Zhiqian’s Weibo on March 16th, and the effect was a bit scary, with 63,000 reposts, 107,000 comments, 470,000 likes, and a total of more than 600,000.

The Baidu Index showed a clear reaction, with a peak on March 17:

The micro-index rise is also obvious:

Not only did it get exposure, it also boosted APP downloads and acquired new users. Here’s the data from Baidu MOTA:

This is the ranking of Yangmatou in the App Store on App Radar. On March 17, it reached the top of the overall free list.

It seems that Xue Zhiqian has made a big impact on the Yangmatou APP this time, but the problem is that Yangmatou is not promoting Xue Zhiqian in isolation, but using Xue Zhiqian to promote the "Foreign Goods Explosion". This event was launched on March 17 and offers many discounted products.

It is hard to tell whether it was Xue Zhiqian who brought about the massive increase in users or whether it was the promotional offers that brought about the increase…

Fortunately, the data from the above four channels also showed a small peak on March 24.

Upon investigation, it was found that Yangmatou did not have any special activities on that day, but instead placed a Weibo advertisement (also a long picture and text) on Da Zhangwei, which was reposted by Xue Zhiqian. Da Zhangwei's Weibo post received 100,000 likes and retweets, and also came with an Apple Store download link. Xue Zhiqian's repost of the Weibo post also received nearly 180,000 likes and retweets.

Through repeated comparisons like this, it can be basically confirmed that Xue Zhiqian’s Weibo advertisements have a greater impact on the Yangmatou APP.

Although it is impossible to determine the exact amount of growth stimulated, the cost-effectiveness should be good, because the current cost of acquiring new customers for shopping apps is extremely high. Compared with the promotion fees of various app stores , Xue Zhiqian's 300,000 yuan is nothing.

Conclusion: For shopping apps that spend a lot of money on promotion, Xue Zhiqian is more cost-effective.

2. Xiaohongshu APP: Good order conversion

Yangmatou invested in Xue Zhiqian, while Xiaohongshu, also an overseas shopping platform, invested in Mimi Meng. I voted on Mimi Meng on March 8th and it got 1.1 million views and 2,868 likes. I voted again on April 8th, with an unknown number of views (10w+) and 2880 likes.

Xiaohongshu is willing to invest a second time. Just based on this point, we can be sure that Mimi Meng has definitely brought growth to them and is quite cost-effective.

However, perhaps due to the large number of downloads of Xiaohongshu itself, the launch of Mimeng on March 8 created a small peak in Baidu MOTA and App Radar, but did not form a peak.

According to Umeng statistics, the number of downloads of Xiaohongshu on Android increased significantly in April. Of course, this cannot directly prove the effectiveness of Mimi Meng’s April 8 advertisement.

In fact, regarding overseas shopping apps, Mihui Global Shopping APP had already published soft articles at the end of last year. Niu Wenyi from Party A once wrote an article on Lao Jin Che Tan WeChat, estimating that the orders brought by Mi Meng may exceed 3,000 (not fully counted), and the number of registered users increased by more than 8,000.

Niu Wenyi concluded: "In the case of Mi Meng, the order volume data may be more satisfactory than the registered user data."

Because it is said that in the middle of last year, the cost of acquiring the first order from a new customer on the Overseas Shopping APP (launch fee + price subsidy) was as high as 500 yuan.

Therefore, the conclusion is that it is worth investing in Mimi Meng’s overseas shopping APP.

3. Yidoutang APP: The effect needs further observation

Driven by its peers, Lai Mi Meng has launched more and more apps on WeChat, almost crowding them together. As a company in the home furnishing business, Yidoutang followed suit a week after Meijia invested.

However, does every APP have good delivery effects? As an outsider, it is difficult to draw conclusions.

Taking the Yidutang APP on April 21 as an example, Mimi Meng pushed the soft article "If I like you, I will sleep with you. If I love you, I want to sleep with you forever" at 9:38 pm. I didn't notice it until 10:36. One hour later, Mimi Meng's reading volume had exceeded 10w+. A rough estimate is that the reading volume is between 20w-30w. At that time, I saw that 4,717 people had downloaded the Yidutang APP on Tencent App Store (including Mimi Meng's previous downloads).

As of 0:40 on April 23, Mimi Meng’s article had 3,933 likes and an estimated 1 million+ views, but the number of downloads of Yidoutang on Tencent App Store only increased to 5,151 people. According to the proportion, Mi Meng's soft article may have brought five to six hundred downloads in App Store.

Because the link given by Mimi Meng on WeChat is for downloading from App Store, the growth of the Android version of Yidutang should be mainly driven by App Store. I also looked at other apps and found little change. For example, the number of downloads of Baidu Mobile Assistant was 146 on the 21st and 76 on the 22nd. The Xiaomi and Huawei mobile app stores each added a comment.

Of course, considering that most of Mimi Meng’s fans are middle-class women and the proportion of Apple mobile phone users is relatively high, we should also look at the situation in the App Store. Unfortunately, we cannot obtain direct download data, so we can only look at the rankings. This is data from App Radar, and the ranking changes of Yidoutang on April 22:

It can be seen that Mimi Meng's soft articles still brought downloads, but the number of downloads decreased over time. Because I am not familiar with App Store rankings (from ranking 943 to 1347, what is the difference in downloads?), I cannot make an effective judgment and can only guess blindly.

In order to increase the probability of a blind guess, I manually read all 151 reviews of Yidoutang in the App Store, and found no mention of Mi Meng, and only about 10 comments were made after (including) April 21st.

How about the App Store also count it as five or six hundred, and compare it with App Store? Assume that the ratio of Mimi Meng’s fans to Android users is 1:1 to Apple users.

By this calculation, Yidutang spent 300,000 yuan to get 1,000-1,500 downloads (new registered users?) through Mi Meng's soft articles. Each download costs 200-300 yuan. For a home furnishing app, is this too expensive?

4. Tmall Calibio Body Lotion: The conversion rate of Taobao e-commerce remains to be tested

This is a new brand merchant on Tmall. It placed an advertisement on Xue Zhiqian’s Weibo on March 1. It was also Xue Zhiqian’s first advertisement this year. It received 11,000 retweets, 34,000 comments, and 183,000 likes. The exposure effect should be in the tens of millions. However, Xue Zhiqian did not directly post the link to the online store.

This is the sales record I checked yesterday at the calibio flagship store. The product with the highest sales volume in the store, which is Xue Zhiqian's advertising model, has a total sales volume of only more than 500 (monthly sales volume of 87), and more than 200 reviews. Of course, the fans brought by Xue Zhiqian may not only buy Xue Zhiqian’s advertising products, but may also buy other things.

So take a look at the entire store.

The store currently has a total of 35 items, and the total sales volume does not exceed 1,500 pieces (it is manually counted, so it is not accurate, and it is definitely not 1,500). Looking at the buyers' comments, more than 400 new comments have been added since March 1st, and there are about 100 to 200 comments that mention Xue Zhiqian (I didn't count them carefully, the manual counting is a bit overwhelming).

It can be roughly estimated that the total store sales brought by Xue Zhiqian may be within 500 pieces, and at most no more than 1,000 pieces. At 200 yuan per piece, the sales brought by Xue Zhiqian was only 100,000 yuan (based on 500 pieces), which was far from enough for his advertising expenses. Even if the advertising fee at the beginning of March was not as much as it is now, it would still be more than 200,000.

Therefore, the conclusion is that for Taobao e-commerce, the conversion rate directly brought by Xue Zhiqian is relatively low and not cost-effective.

In fact, Xue Zhiqian opened his own Taobao store called dangerouspeople. He promoted it on Weibo several times, but the sales were just average. The best-selling item was a hat with the words "Xue Zhiqian" on it, which sold for 148 yuan and 502 pieces were sold.

5. Pure brand exposure: It is not possible to evaluate it well at present

In addition to APPs, a large proportion of Xue Zhiqian and Mimi Meng’s advertisers are big brands, such as Huawei Honor, Samsung, Fotile, Martell, Gillette, etc.

When these big brands launch their ads, they don’t even link to their products; they just do pure brand exposure. It’s more like they are trying out some new channels or new ways of playing, without making it a focus, and they don’t expect conversion rates. The same is true when I am doing left, center and right placements.

The effectiveness of this type of investment can only be evaluated by oneself, as it is highly subjective.