Overseas influencer marketing promotion, how to do KoL influencer promotion?

Compared with traditional marketing methods, KOL marketing can be regarded as “high quality and low price”.

The rise of social media has given rise to KOLs, which, although not on the same scale as first-tier opinion leaders in terms of the number of fans, have a deep influence on their fans in a certain vertical field that is beyond the reach of first-tier opinion leaders.

Brands have also become pragmatic and started to take a refined approach in KOL marketing operations.

For many brands, instead of spending high endorsement fees on celebrities to gain popularity, it is better to spend the same money on more niche KOLs who can bring interactions and directly convert into sales, which will also give rise to more KOL marketing methods.

Data shows that global social media advertising spending will increase by 72% from 2016 to 2019. Facebook's advertising rate increased by 30% in the second quarter of 2018, and 65% of marketers said they would increase their digital advertising budgets in the coming year. Corresponding to the increase in social media advertising costs and expenditures, more and more overseas advertisers are beginning to pay attention to and turn to influencer marketing. According to a research report earlier this year, in 2018, influencer marketing advertising spending on Instagram alone will reach US$1.6 billion; by 2020, global influencer marketing advertising spending is expected to reach US$5 billion to US$10 billion.

Today's young consumers are increasingly distrustful of advertising. They obtain information about brands and products more often from comments by their peers and on social media. The authenticity brought by word of mouth can have a greater impact on their consumption decisions.

Current Status of Overseas Influencer Marketing

1. Overseas customer acquisition media forms

Before 2016, the commonly used models for overseas marketing and promotion included search advertising, social media advertising, third-party advertising, and traditional advertising.

Around 2017, companies going overseas realized the importance of overseas influencer marketing and began to try to use influencer marketing as one of the main forms of advertising to expand overseas markets. Some companies established professional operating platforms around "overseas influencers" to help companies going overseas promote their brands overseas through influencers.

2. Current status of overseas influencer marketing channels

As a fertile ground for influencer marketing, self-media has performed strongly around the world in recent years. Data from August 2018 showed that the number of social media users worldwide has exceeded 5 billion. Among them, Facebook ranks first with a high total number of users. Youtube has become the fastest growing self-media platform based on video format and is deeply loved by young users. Instagram and Twitter are also the main channels for overseas influencer marketing.

3. Classification and division of Internet celebrities

On many social media platforms, overseas influencers are divided into more than a dozen categories according to industry categories, including beauty, food, movies, games, etc. But as far as overseas influencer marketing is concerned, influencers are mainly divided into types based on their influence, and the main measurement standard is the number of their fans.

When talking about the current situation of internet celebrities, there are mainly three forms including brokerage companies, MCN (Multi-Channel Network, i.e. content creation organizations) and individual internet celebrities. Among them, the agency form is the most popular. Many internet celebrities seem to be fighting alone, but in fact there is a team or a mature and complete platform behind them. MCN is a method often adopted by large brands or institutions, which is to directly sign internet celebrities and continuously produce content for their own brands. Individual internet celebrities are suppressed by internet celebrity economic companies and MCN capital, and often find it difficult to generate top-level traffic, making survival relatively difficult.

4. Influencer Marketing

Different from the colorful and diverse forms of domestic influencer marketing, overseas influencer marketing pays great attention to details such as copyright and content. The marketing forms are mainly short messages, pictures and texts, and videos, among which video forms are the most abundant.

The specific video advertising format can not only customize the entire video according to the needs of advertisers, but also embed advertisements in the content they create. Therefore, video ads are also the most recognized.

The paid business model of foreign influencers is different from that of domestic influencers. If you hire an influencer for promotion, you need to confirm the contract and the details before paying. The business model of foreign influencers is to bring traffic to you, and you need to pay a certain price, which is different from the domestic model where you can charge according to CPS.

What are the problems with overseas influencer marketing?

At present, there are many problems in overseas influencer marketing, including the difficulty in matching influencers with products, uneven prices of influencers, difficulty in recognizing local differences, etc. The biggest challenge is how to select influencers who match your products and how to evaluate the effectiveness of influencer marketing.

1. How to select the influencer that best matches your product?

The dimensions of Internet celebrity screening include three aspects: the first is the clarity of goals and the reasonable setting of budgets, which is temporarily called the advance strategy (determined by three variables: expected goals, regional settings, and budget allocation); the second is to understand the product audience and KOL stereotypes (industry fields) from the perspective of their own products, and observe the adhesion between the target audience and the KOL; the last one is to deeply observe the data behind it and scientifically calculate the overlap between the fans of the KOL and the product audience after stereotypes.

Currently, there are two main ways for advertisers to cooperate with influencers. One is to screen and contact suitable influencers through third-party platforms, and the other is to directly contact and sign influencers through popular social media.

2. How to measure the effectiveness of influencer marketing?

In-depth observation and analysis of each video content can effectively measure the effect. In the current context of different measurement standards, indicators such as the number of fans, views, and comments are effective reference elements for measuring effectiveness. Correct understanding and reasonable analysis can enable influencer marketing to be carried out in a more scientific manner, thereby achieving high cost-effectiveness.

Overseas influencer marketing trends in 2019

In 2018, overseas influencer marketing entered a period of rapid growth, and more and more companies going overseas are planning to try overseas influencer marketing. Among the companies going overseas, the top advertisers include gaming and e-commerce Internet companies and cross-border companies that prefer to purchase traffic.

In the coming 2019, as influencer marketing in overseas markets continues to develop and the short and long video ecosystems are further improved, influencers and content producers will begin to shift from team-based operations to independence. At the same time, they will also be motivated to invest more time and energy to produce more and more content to attract users.

According to data analysis:

Focusing on KOL marketing, conversion and product promotion, a recent survey on how KOLs promote in-store sales was conducted. The survey analyzed 450 KOLs and 11 marketing promotion activities of five FMCG categories and found that products promoted through promotional information such as video content released by KOLs had a 45% conversion rate, while the conversion rate of traditional marketing was only 15%. In other words, a 3-fold conversion rate can be achieved through KOL marketing.

At the same time, research shows that 80% of products that have collaborated with social media KOLs have found that KOL marketing is very effective in interacting with consumers and increasing brand awareness.

Editor's suggestion:

As we mentioned in previous posts, in order to achieve the best results, we need to cooperate with KOLs of different sizes to target different markets. If your target audience is very vertical and segmented, and your goal is conversion, then it is best to cooperate with a large number of KOLs who have fans in segmented interest groups, so that your products can be exposed multiple times among the target audience, allowing the audience to form a good impression and trust in the product or brand.

If you need to promote overseas celebrities, please contact Qinggua Media official

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Author: WoToKoL Wang Boy

Source: WoToKoL King Boy