No matter if you are a marketer or a content creator - everyone who is concerned with the marketing world comes across the terms paid media, earned media, and owned media at some point. These terms are more than buzzwords of the digital age. Media values are important factors to have in mind when planning the allocation of your marketing budget.
"People do not buy goods & services. They buy relations, stories, and magic." This quote by Seth Godin describes how we make most of our purchase decisions. We are not only led by rationality alone when deciding about the purchase of a product. But how do emotional vs rational purchases differ from each other? And how does influencer marketing trigger consumers' buying decisions?
You already know how to separate the good from the bad: Organic follower growth trumps fake follower growth! But how can a channel gain organic followers constantly and ensure that the account increases steadily? In this blog post, we will explore the main sources of follower growth which impact influencers and brand channels on social media.
Follower growth is a necessary metric for influencers and brands on social media. Both groups want to spread their message across the social media world and reach more people tomorrow than today. It is not unusual, though, for a channel to go through a phase of follower growth stagnation at some point in its existence.
We cannot stop emphasizing the importance of follower quality over follower quantity for influencer marketing. It is obvious that inactive followers or, even worse, bots are not of any qualitative value for a channel. Nonetheless, a certain follower number is necessary if an influencer wants to attract awareness. But one aspect is even more important: The steady growth of a channel and attracting new followers constantly.
Every day, we talk to numerous people who want to get in on influencer marketing because they have realized the important value influencers are able to create for their companies. This value is particularly important for entrepreneurs to bring success to their startup/ company and for career oriented marketers/ advertisers to shine within their firm and accelerate their careers.
We love seeing great influencer marketing campaings, but unfortunately, the marketing world is not always sunshine and rainbows. Recently, Fyre Festival and Sunny Co Clothing executed campaigns that will probably not make their way into the "hall of fame" of influencer marketing campaigns.
The social media universe is complex, to say the least. As soon as you think you have it all figured out, new features, tools or regulations appear out of nowhere. This just recently happened to numerous users of Instagram: All of a sudden, mysterious hashtag errors occurred, as users reported. What initially only seemed to affect business profiles quickly spread out to regular users and is meanwhile known as shadow banning, stealth banning or ghost banning.
Without followers, you are nothing - at least on social media. The main idea of social networks is connecting people and sharing experiences with your friends and followers. So naturally, users of Instagram, Facebook, Twitter, and the like strive for networking with people, sharing content with others and building follower bases. Because honestly: There is no satisfaction in posting content and not getting any reaction!
Follower numbers are nice to look at, but engagement is much more valuable for an influencer marketing campaign. In the end, you want followers to engage with the postings, not only admire the content from a distance. But does a high follower number equal a high engagement rate or do micro-influencers take the engagement throne?