Influencer Marketing IS3150 AY 24/25 PDF

Influencer Marketing IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Name a top influencer jianhao 李佳琦 mongabong naomi Starley Tan 三只羊（⼩杨哥） chowjiahui hargaohunk...

Influencer Marketing IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Name a top influencer jianhao 李佳琦 mongabong naomi Starley Tan 三只羊（⼩杨哥） chowjiahui hargaohunk ishowspeed 叶柯 xiaxue sneakysushii 2 Revenue Model C: Product Commission VT: Virtual Tip BE: Brand Endorsement E: Event C VT BE E Kapten ZAN (Indonesia, Tiktok) “Angry” game persona attracts viewership Moved up social ladder, married his dream girl, have a baby x x x x Long and unhealthy working hours Yunnan Quan Mei (China, Douyin) A Shenzhen factory worker from Yunnan “Kong Long Kang Lang Kang Lang Kang” went viral x x x Moved back to hometown, built family home (stopped as earning drop) Temporarily banned during a “PK” session for unacceptable content. Mulan (Singapore, Facebook) Career (life event) change, unstable income Live-streamers are not respected (Children) x Midnight slot, struggles to get attention, pushes boundaries Relies on big supporter (“Xia-Dan-Ge” 下蛋哥) 3  Other Notable Influencers Singapore China Jianhao, Starley Tan Followers: 7M Youtube, 600K IG 三只羊（⼩杨哥） 李佳琦 Titan Digital Media Media & advertising Papi Jiang chowjiahui Hargaohunk 89K IG, 32K Tiktok Mongabong 4 22K IG 311K IG, 113K YT Livestreaming Companies 'It's not just sales pitches; it's about entertainment too': Live-stream shopping a lucrative venture for some in Singapore https://www.asiaone.com/lifestyle /its-not-just-sales-pitches-its- about-entertainment-too-live- stream-shopping-lucrative 5 Livestreaming Ecosystem Multi Channel Content Distribution Network Creators Platforms (MCN) Business Development Social Media Platforms Nurture/replicate Key Consulting Platforms Opinion Leaders (KOL) Short Video Platforms Develop flagship Procedural Livestreaming Platforms Content Generation (PCG) eCommerce Companies Vertical development: short Vertical Platforms video à mini movie à movie Traffic Development Ad placement Community development Product IP Top China MCN companies: https://t.qianzhan.com/ caijing/detail/240510- e1803a3f.html 6 Influencer Marketing for Advertisers 7 Influencer Marketing: Budget Allocation 8 Target Audience * Research conducted in 2015 https://blog.zoovu.com/impact-of-celebrity-endorsement-on- consumer-buying-behavior/ 9  Influencer Audience Reach vs Engagement Rate  Advertiser Execution 1-to-many (influencers) Complex content vetting Campaign Management 1-to-1 or handful Via talent agencies  Celebrity vs Influencer Celebrities / Mega Influencers Nano / Micro Influencers Cost High Low Operation Agency handles selection, strategizing and execution Advertisers deal directly with influencers, or via influencer platform Complexity Only deal with a handful of celebrities Can be complex if dealing with many small influencers Measurement Relatively straightforward May be hard to ascertain number of fans, engagement and attribution Risk Scandals involving celebrity Behavior of influencers may be hard to control 12  Example: Influencer Marketing Platform Advertiser: https://www.youtube.com/ Create Brief à Select Influencers à Approve Content à Run & Monitor watch?v=wLcEJQ52TZQ 13 Influencer Platform: Partipost 1. Post campaign brief outlining profiles sought, tasks and rewards 2. Select influencers 3. Influencers complete task. Example: buy, publish IG post, IG story, submit testimonial. 4. Vet each stage for each influencers 5. After completion, influencers receive pay-out from Partipost. https://www.partipost.com/ 14 Influencer Marketing: Challenges Influencer fatigue Authenticity Indiscretion or scandal Challenges posed by artificial intelligence Scaling 15  Display Advertising Influencer Ad Unit Banner / Video Influencer Post Comparison: Ad Creative Uniform Varied by Influencer Display vs Influencer Engagement Low High Scalability Yes Challenging i.e., Content Vetting 16 Assignment 5 (due Nov 4) 17