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描述
Marketers (Apvertisers) create digital campaigns, set budget based on the volume of engagements and impacts desired, indicate the preferred social media platforms, the preferred influencer type(s) etc. and the influencers get alerted by the platform as soon as the campaign is created.
As many relevant influencers (as are interested in spreading the brand story) can share the campaign on as many social media platforms as they desire. They get paid per impression/click that they are able to generate in their network of followers. Marketers are able to plan/budget adequately, they pay for actual impact, not the arbitrary fees charged by the traditional influencer.
Marketers now have the tool to overcome the pains and the challenges facing the desires for cost-effective contents virality and massively-authentic engagement. Apvertise is the tool, the lightbulb in a dark room!
Some realities are worthy of mention and they have huge implications on the effectiveness of marketing campaigns:
• Nano-influencers (below 5k followers) drive the highest engagement
• Micro-influencers (5k to 20k followers) are half of all influencers.
• Brands are more interested in working with micro-influencers.
• Mega- and Celebrity-influencers account for 90% of the gigs.
• The objective of achieving massively-engaging and cost-effective viral contents is hampered by the following challenges:
Spotting false followers
Brands pay influencers based on the number of followings, whereas 10% of the Instagram users may be bots. Though the social media platforms continue to optimize their technologies, but the bots that continue to haunt them down the rabbit hole. Spotting fake followers and inauthentic social media activity is a chief concern for brands and marketers—and is the top influencer marketing challenge overall.
Rising influencer cost
The influencer-marketing is dominated by the very expensive Mega- and Celebrity-influencers who freely and arbitrarily dictate prices. It’s unscientific, hardly backed by numbers. The engagement maestros (nano- and micro-influencers), who are incidentally cheaper for brands, are not easily found.
Reducing time spent managing campaigns
Finding, engaging and contracting influencers can be time consuming and complex. Finding the right influencers; Contracting; Payments; Communication; Measuring and Improving ROI to ensure campaign effectiveness (clicks) and value for money are difficult, time-consuming, expensive and often times impossible.
Setting the right budget
What budget is appropriate, how much should the influencer be paid? This is a very difficult question because payment is upfront but performance (clicks and impressions) are in the future: indeterminate and indeterminable. Its all a guess work. Measuring and recording the impact of the influencer is necessary for right-sizing the budget.
Let’s revisit the challenges, to see how Apvertise is fixing them
The problems and the risks have been eliminated and mitigated: fake following is addressed and setting the right budget is now possible because only actual clicks are paid for; influencer cost is now reduced and saturation rate is fast declining (while engagement ascends) because the nano- and micro-influencers are now able to contract; the complexity of finding, communicating, contracting and monitoring influencers are now fully automated. Actually, anyone can now be an influencer. Aren’t we all, anyway?
Welcome to the exciting new world of the digital, monetized and democratized influencer-marketing industry.
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