A Q&A with Matomy’s Yanay Mizrahi
It seems everyone is talking about influencer marketing these days. Just like 2016 was the year of video (and most likely next year), influencer marketing will be a big hit with agencies and brands in 2017. If this marketing lingo is new for you, the simple definition is that influencer marketing utilizes the power of popular figures aka “people of influence” to spread the word about their products or brands to the public. These people can be anyone of influence: athletes, movie stars, reality stars, bloggers, or simply people with a lot of followers on Instagram, YouTube, Twitter, Facebook, Pinterest…. But this is just the basics. I wanted to know what’s all the fuss about influencer marketing, so I consulted the experts.
I sat down with one of the brilliant minds behind Matomy’s Influencer Marketing team, Yanay Mizrahi. He gave me the run down on the past, present, and future of this awesome marketing trend and why brands are rushing to embrace it. Here’s what he said:
Suzanne: Why do you think brands are so excited about influencer marketing?
Yanay: Influencers have loyal subscribers and fans who follow them because of the personal brands and online personalities they’ve built. Because of this, influencers also have the ability to seamlessly promote the products that they like to their loyal followers, and as a result the user engagement rate is extremely high.
Suzanne: Would you consider influencer marketing a form of native advertising? Or a more authentic version of advertising?
Yanay: I’d say it’s a more authentic version of advertising. It’s shaped to fit the influencer’s followers’ ‘vibes’. What I mean is that it wouldn’t be effective if the product, brand, or service that the influencer is promoting wouldn’t have anything to do with the influencer’s values, which originally attracted their followers. This also means that the followers shouldn’t see it as an ad, but as a true recommendation by the influencer. This is why influencer marketing only works if it’s as authentic as possible.
Suzanne: Which verticals do you think work well with influencer marketing?
Yanay: We’ve found that gaming usually works best with influencer marketing, especially when the influencer shares a video of them playing the game and commenting on the storyline and gameplay experience itself. That being said, other verticals are also working well and it really depends on the influencer and what aspect of the product or brand they identify with, how they engage with it and promote it to their followers.
Suzanne: Which channel has proven to be the most successful for influencer marketing?
Yanay: YouTube would be the most successful way for influence marketing because it is based on Videos showing the day to day use of the product/app the influencer is promoting, and therefore users are more engaged as they know what they are going to get.
Suzanne: How does one become an influencer, and how many followers do you need to be considered one?
Yanay: Anyone who can reach a large audience of active followers – whether it’s on Instagram, Twitter, Facebook, Blogs etc… can be an influencer. By active followers we mean users who are liking, commenting and sharing your posts. We tend to look for influencers with at least 5,000 followers, although the ideal number is really 10,000+.
Suzanne: And finally, how will influencer marketing evolve in 2017?
Yanay: My prediction is that in 2017 there will be a larger focus on micro influencers rather than big celebs, mostly because of the fact that micro influencers can reach more unique targeted audiences.
As for payment models, there are several options to use with influencers, but it seems like CPI will be the one to beat them all. The reason is, as mentioned before, that influencers can reach more targeted audiences and as a result deliver more engagements. Therefore the campaigns will last longer and both parties’ ROI will be much larger than with other payment methods.
Also, because many influencers are not typical business professionals, the need for influencer networks and agencies is growing. Often influencers need an intermediary to take care of financial or legal issues that arise when working with bigger brands. But that doesn’t mean that brands won’t look to work with influencers directly, they will as well.
Ready to jump on the Influencer bandwagon and see the incredible results that Influencer Marketing can bring you? Contact Yanay at [email protected].