Building a business case for convincing brands and/or higher-ups to invest in Influencer Marketing is step one when it comes to securing budget for exploring this avenue.
And per best practices in pitching, a few things are crucial:
In Dotdigital’s recent CMO Tracker report, we’re provided all the above – and get privy to the ins and outs of what Aussie CMOs are thinking re: all things Influencer Marketing.
It takes Gen Z just 1.34 seconds to lose interest in an ad.
In order to hook, grasp and maintain this fleeting attention, hyper-personalised and entertaining content is necessary… Leading us to this next fact:
Globally, a whopping 35% of marketers are putting their dollars behind influencers, trailing just behind automation software (43%) but ahead of AI developments (30%).
And it’s not surprising. Influencers can be your brand’s greatest asset – they get you, they get your audience, and they know how to build a connection with just one post.
But with over six million online creators in Australia alone, where should you start?
Dotdigital’s findings anticipate a surge in partnerships with micro-influencers – creators with 10K to 100K followers who deliver to more niche audiences.
They’re authentic, they offer specificity when it comes to relevant topics, and their followers are all in. Meaning through the roof engagement rates you’ll rarely get from macro-influencers who may be followed by heaps of people but passively so.
As per everything we preach too, Juliette Aiken (CMO at Dotdigital) echoed that: “Influencer marketing is all about those real, authentic connections.”
Which micro-influencers nail. After all, their followers aren’t just scrolling – they’re listening. When a micro-influencer says “Check XYZ out,” people do.
And for your brand, product or campaign, that’s pure gold.If you’re interested to see if this phenomenon applies to your vertical, our Sticki Discovery Tool is designed to numerically evaluate just that, from engagement rates to a profile’s growth trends, demographic breakdowns, on-platform overviews and more.
(*Note: Sticki tech is only available through campaign and client partnerships, where our team will extract relevant metrics and creator details for you)
Plus, micro-influencers are often more down to try new things.
A lot of smaller-scale creators aren’t too bogged down by personal branding or crazy fees. Want to test a crazy content idea? They’re game. Need someone who’s not afraid to get creative? They’ve got you. Need to hop on a timely trend fast? They can.
It’s like having a marketing partner who’s always ready to think outside the box – and inside all the latest trends.
But as the content space evolves, there’s also no harm having more than a few collaborators to bring you these out-of-the-box yet totally on-trend ideas.
Where better to find them than at a specialised Influencer Marketing agency, like us?
Tutorials, POVs, reviews, GRWMs, skits, challenges, the list goes on. But are there any surefire influencer content types that work best? We break down the psychology behind different formats to help you decide which style performs.
What's a micro-influencer? What's a macro-influencer? Both are valuable for different goals and objectives, and actually differ beyond the size of their follower counts. Read more to delve into the nitty-gritty.
Your creator content isn’t just convincing customers anymore, it’s training AI too. We enlisted the great minds of our SEO partners at Optimising to unpack why brands need to think beyond the feed, and how creator campaigns are becoming reputation infrastructure for the AI search era.