What was your childhood dream job when you grew up? Actress? Singer? Today, the answer for a bulk of teenage girls and boys is probably an influencer. Fame, popularity, and an overload of free stuff is guaranteed, as the Instagram postings of Zoella, Chiara Ferragni, and Ohhcouture suggest. But what’s even more alluring: Their salaries are mind-blowing! And so is the ROI for brands!
The fact that advertisement in print and online must be clearly labeled is yesterday’s news. But due to the ongoing rise of influencer marketing and the not always so obvious lines between the expression of opinion and paid advertising, new rules for disclosing sponsored posts need to be defined. For the US market, the FTC created guidelines for the correct disclosure of sponsored posts – we will break these down in this article.
Recently, we noticed that German influencers started to label their posts differently. More and more of them used *Werbung or #anzeige in the post description on Instagram to disclose cooperations with brands or they marked their Instagram Stories with *Dauerwerbesendung or #sponsored.
Paid Media describes all marketing efforts that companies pay for. Therefore, Paid Media refers to all forms of advertising, such as TV and print advertisements as well as digital forms like display ads, Pay Per Click, sponsored posts on social media and retargeting. For brands, influencers can be a valuable addition to their paid marketing efforts!
In our first blog post of our media values series, we introduced you to owned, earned, and paid forms of media. While earned and paid media refer to external sources of media creation, owned media is managed by the brand itself. Owned Media includes all channels owned by a company or brand, like a website, service pages, a blog, and social media channels, and illustrates a brand’s content strategy. As the interface between a company and its audience, it reflects the brand’s image.
The automotive sector is one of the world’s largest industries and an ever evolving market. We are always curious about the different approaches car brands use to perform excellently on social media. In this study, we examined: Which brand has the largest amount of followers? Who attracts the most loyal and engaged audience? Which brand’s content is the hottest? And which one is the latest hype in the automotive universe?
Earned media might be the most valuable form of media values, as it suggests that people talk about your brand without being paid for it. This value can be rather erratic and sometimes shows sudden upwards spikes. Therefore, we want to take a look at brands with high earned media values in the following. What caused the high earned media value? Who mentioned the account? How did the brand channels profit from the increasing earned media value?
Virality is a desirable phenomenon in the social media world. It is an effect caused by the rapid circulation of a content piece like a photo, video, or blog post. The more a piece of content is shared, the more attention it gets. In social media, every share and every mention of a channel add to the channels earned media value. Thus, the more virality a channel causes, the higher the channel’s earned media value gets.
Fashion brand mint & berry hit the headlines due to the brand's use of like bots on Instagram. These bots automatically engage with the content of thousands of Instagram users. The ultimate goal: Driving traffic and engagement to a brand's own Instagram channel.
The term earned already indicates what the earned media value is about: It revolves around the value your brand or company earns by being mentioned by clients, brand advocates, and fans of your brand. In this article, we will discuss how the earned media value is composed and how it differentiates itself from paid and owned media.