Bloggers, vloggers, social addicts or influencers? The terms fly around our ears every day. In 2017, a blogger or vlogger does more than just blog or vlog. Working cross-media is a must: from a vlog on YouTube and a snap on Snapchat to a post on Facebook. It is increasingly about the social influence that you exert cross-media. This is what distinguishes an ordinary vlogger from an influential influencer.
Previous research shows that the influence of vloggers is unprecedented. Giants such as NikkieTutorials, EnzoKnol and Yarasky together generate no less than 41 million PR value. What does this social influence look like in practice and how do you measure its results? In this article, these questions are answered using a case.
To start, I would like to take a moment to consider the ROI of influencer marketing. How do you measure what it yields? Carole Lamarque writes in her book Influencers (aff.): “Every euro a company invests in influencer marketing yields an average ROI of 6.5 euros”. That is good news for all campaigns whose main goal is to create sales.
PR value
But what about your influencer campaign where high school senior mailing list creating awareness is the main goal? What is the value of all the buzz that is created? With the PR value you map the impact of media attention. With this value you are able to easily report the result of your influencer campaign.
Vodafone Get Owned
A brand that plays well into these trends is Vodafone. Maurice Gilissen, Campaign Specialist Youth at Vodafone, explained the success factors of influencer marketing at Vodafone at the Grand Prix Content Marketing event. Vodafone was faced with the challenge of reaching the target group that does not want to be reached: young people, specifically between the ages of 18 and 24. The group that no longer believes in advertisements and makes massive use of adblockers. That is why Vodafone and MEC started a daring adventure a few years ago. They started by using influencers.
On YouTube, an average of 144 billion minutes of gaming content is watched per month. These vlogs are mainly watched by young people. YouTube is therefore by far the most popular medium among generation Z. That is why Vodafone started the YouTube channel 'Get Owned' in March . Ten gamers competed against each other in the Get Owned Mansion. These gamers include 6 well-known vloggers: Acid , CromoTag , Fifalosophy , Gio , Hanwe and Dodo . In addition to their gaming skills, all participants were also assessed during assignments in the real world.