Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Influencer Marketing : Where Women Rule

•
•
Linqia
Linqia

This document discusses the dominance of women in influencer marketing. Some key points: - Women make up 78% of influencers and have always had significant buying power, influencing over 80% of consumer purchasing decisions. - Micro-influencers with under 100k followers have more impact, delivering higher engagement rates of over 3% compared to 1.1% for larger influencers, and are more cost-effective. - The document provides examples of female influencers from different backgrounds and perspectives to provide nuanced and authentic stories on various topics like parenting, health, and lifestyle.

Related slideshows

How To Make Influencer Marketing Your Top Performing Channel in 2016
How To Make Influencer Marketing Your Top Performing Channel in 2016How To Make Influencer Marketing Your Top Performing Channel in 2016
How To Make Influencer Marketing Your Top Performing Channel in 2016
 
Influencer best practice masterclass - social soup
Influencer best practice masterclass - social soupInfluencer best practice masterclass - social soup
Influencer best practice masterclass - social soup
 
12 Step Insider Guide to B2B Social Influencer Marketing
12 Step Insider Guide to B2B Social Influencer Marketing 12 Step Insider Guide to B2B Social Influencer Marketing
12 Step Insider Guide to B2B Social Influencer Marketing
 
1 of 19
Download to read offline
` ` Influencer Marketing: Where Women Rule Bill Sloan, National Director of Shopper Marketing Bart Smith, Lead Brand Partner
“ Stories told by trusted peers, amongst like- minded audiences, emotionally connect and inspire action
 “ - Maria Sipka, Linqia Co-Founder
WOMEN HAVE ALWAYS HAD THE BUYING POWER 80%OF CONSUMER PURCHASING DECISIONS ARE DRIVEN BY WOMEN SOURCE: TOP 10 THINGS EVERYONE SHOULD KNOW ABOUT WOMEN CONSUMERS; BLOOMBERG - 2018 Women influence purchasing decisions for themselves and everyone in their households 50% Women purchase more than half of male consumer goods (including automobiles, personal care, home tools, and tech) 85% The vast majority of women say that if they like a brand, they will remain loyal to it.
Community is within their DNA
The Evolution of Influencer Marketing 2010 Democratized influence gives way; brands partner with peers vs. celebrities 2008 Celebrities + brands lose credibility; consumers seek other references on path to purchase 2011 Influencer marketing proves effective, but time consuming to execute 2012 Technology catches up and streamlines execution 2018 New measurement capabilities propel the industry 2020
OF INFLUENCERS ARE WOMEN 78% SOURCE: HOW WOMEN ARE DOMINATING THE INFLUENCER WORLD; ADWEEK - 2019
Nano: < 5K Micro: 5K - 100K Macro - 100K - 900K+ Celebrity - 1MM+ Influencers Come in All Shapes and Sizes
Why is this all important?
Consumers are on multiple devices, channels, and platforms DEVICES Consumers are less motivated by brand messages DISTRUST State of the Industry Today Public outcry for greater representation and visibility ACTIVISM
1.1% ER ER MICRO MACRO MICRO (10K-100K) MACRO 100K-500K MEGA 500K+ MICRO-INFLUENCE IS POWER RESEARCH SHOWS MICRO-INFLUENCERS HAVE MORE IMPACT 82% LINQIA AVG. INSTAGRAM ENGAGEMENT VS. COST OF TALENT 3%+ 2.1% 1.1% engagement OF CONSUMERS HAVE A HIGHER LIKELIHOOD OF ACTING UPON RECOMMENDATIONS FROM MICRO-INFLUENCERS (SOURCE: EXPERTVOICE) THINK OF MICRO-INFLUENCERS AS SALES FEEDERS! engagement engagement MICRO OUTPERFORMS MACRO THEY DELIVER HIGHER ENGAGEMENT 60% THEY’RE MORE COST EFFECTIVE 6.7x THEY DRIVE MORE SOCIAL CONVERSATIONS 22x SOURCE:MEDIUM
Blog Instagram PinterestTwitter Facebook Where These Voices Live YouTube
Nuance is the Key “ One thing that’s important to me about having natural hair is having salon quality at home.
 
 - Candace
 “ Location : Texas Race : Black Or African American Gender : Female Age : 29 Family : 1 Kids, Ages 16 “ If you care enough about your health to buy organic produce & work out, then it’s important you also use natural products at home. 
 - Sarah “ Location : California Race : White Gender : Female Age : 34 Family : 2 Kids, Ages 6Y To 12Y
Her Perspective Matters Pregnancy & Post-Partum Health Work-life Balance Breastfeeding Beauty & Personal Care Mental Health Workplace Dynamics
Letters to Ever Parenting Huntington Beach, CA GoodTomiCha Fashion Greensville, SC MaQ + Suz Lifestyle New York City, NY Authentic Stories & Honest Perspectives
Creation QualificationAdification Leverage Performance-tested Influencer Content
CASE STUDY 185% 115% +13% Impressions Engagement Sales Lift Pop & Cook Pop & Cook partnered with Linqia to leverage influencers who could drive greater awareness for its innovative products, sold exclusively at Walmart Delivery GoalDelivery GoalDelivery Goal
Be an Influencer in Your Community Vulnerability is key Share your journey - not just the fun parts! Engage with your own following Join groups on Facebook Connect on fast-paced channels like Twitter
Have more questions? Reach out to us at hello@linqia.com Thanks for listening! Questions?
Influencer Marketing : Where Women Rule

More Related Content

Influencer Marketing : Where Women Rule

  • 1. ` ` Influencer Marketing: Where Women Rule Bill Sloan, National Director of Shopper Marketing Bart Smith, Lead Brand Partner
  • 2. “ Stories told by trusted peers, amongst like- minded audiences, emotionally connect and inspire action
 “ - Maria Sipka, Linqia Co-Founder
  • 3. WOMEN HAVE ALWAYS HAD THE BUYING POWER 80%OF CONSUMER PURCHASING DECISIONS ARE DRIVEN BY WOMEN SOURCE: TOP 10 THINGS EVERYONE SHOULD KNOW ABOUT WOMEN CONSUMERS; BLOOMBERG - 2018 Women influence purchasing decisions for themselves and everyone in their households 50% Women purchase more than half of male consumer goods (including automobiles, personal care, home tools, and tech) 85% The vast majority of women say that if they like a brand, they will remain loyal to it.
  • 5. The Evolution of Influencer Marketing 2010 Democratized influence gives way; brands partner with peers vs. celebrities 2008 Celebrities + brands lose credibility; consumers seek other references on path to purchase 2011 Influencer marketing proves effective, but time consuming to execute 2012 Technology catches up and streamlines execution 2018 New measurement capabilities propel the industry 2020
  • 6. OF INFLUENCERS ARE WOMEN 78% SOURCE: HOW WOMEN ARE DOMINATING THE INFLUENCER WORLD; ADWEEK - 2019
  • 7. Nano: < 5K Micro: 5K - 100K Macro - 100K - 900K+ Celebrity - 1MM+ Influencers Come in All Shapes and Sizes
  • 9. Consumers are on multiple devices, channels, and platforms DEVICES Consumers are less motivated by brand messages DISTRUST State of the Industry Today Public outcry for greater representation and visibility ACTIVISM
  • 10. 1.1% ER ER MICRO MACRO MICRO (10K-100K) MACRO 100K-500K MEGA 500K+ MICRO-INFLUENCE IS POWER RESEARCH SHOWS MICRO-INFLUENCERS HAVE MORE IMPACT 82% LINQIA AVG. INSTAGRAM ENGAGEMENT VS. COST OF TALENT 3%+ 2.1% 1.1% engagement OF CONSUMERS HAVE A HIGHER LIKELIHOOD OF ACTING UPON RECOMMENDATIONS FROM MICRO-INFLUENCERS (SOURCE: EXPERTVOICE) THINK OF MICRO-INFLUENCERS AS SALES FEEDERS! engagement engagement MICRO OUTPERFORMS MACRO THEY DELIVER HIGHER ENGAGEMENT 60% THEY’RE MORE COST EFFECTIVE 6.7x THEY DRIVE MORE SOCIAL CONVERSATIONS 22x SOURCE:MEDIUM
  • 11. Blog Instagram PinterestTwitter Facebook Where These Voices Live YouTube
  • 12. Nuance is the Key “ One thing that’s important to me about having natural hair is having salon quality at home.
 
 - Candace
 “ Location : Texas Race : Black Or African American Gender : Female Age : 29 Family : 1 Kids, Ages 16 “ If you care enough about your health to buy organic produce & work out, then it’s important you also use natural products at home. 
 - Sarah “ Location : California Race : White Gender : Female Age : 34 Family : 2 Kids, Ages 6Y To 12Y
  • 13. Her Perspective Matters Pregnancy & Post-Partum Health Work-life Balance Breastfeeding Beauty & Personal Care Mental Health Workplace Dynamics
  • 14. Letters to Ever Parenting Huntington Beach, CA GoodTomiCha Fashion Greensville, SC MaQ + Suz Lifestyle New York City, NY Authentic Stories & Honest Perspectives
  • 16. CASE STUDY 185% 115% +13% Impressions Engagement Sales Lift Pop & Cook Pop & Cook partnered with Linqia to leverage influencers who could drive greater awareness for its innovative products, sold exclusively at Walmart Delivery GoalDelivery GoalDelivery Goal
  • 17. Be an Influencer in Your Community Vulnerability is key Share your journey - not just the fun parts! Engage with your own following Join groups on Facebook Connect on fast-paced channels like Twitter
  • 18. Have more questions? Reach out to us at hello@linqia.com Thanks for listening! Questions?