• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door Advertising and Opportunity | All Response Media
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / Just how influential are influencers on your performance?

Just how influential are influencers on your performance?

10th May 2019 by Jessica Viles

The first use of influencer marketing is rumoured to have been the Pope or Queen promoting medicine to the masses, though presumably, the Queen is a less frequent user of Nurofen since Prince Phillip has stopped driving. Celebrity endorsement has been recorded as early as 1890 with some questionable print ads featuring popular minstrel character ‘Aunt Jemima’.

The concept of influencing has not changed, but the method of communication has, and the quantifiable numbers behind social influencers have moved it away from simply being celebrity endorsement to becoming a media channel, with comparable reach numbers to offline channels. But what is it that these numbers mean, and do you need to pay the high amounts the mega influencers demand to get out of bed in order to make it a success?

A recent report from Accuracast looked into the engagement metrics of different social media and how this differs between small and large influencers. They studied 59 million randomised influencer engagement points (comments and likes).

Highlights

  • Twitter saw the least difference between people with small follower numbers vs those with 100k with both likes and replies staying the same.
  • Instagram showed that people with more followers got a higher number of likes per 1,000 followers. However, smaller influencers had significantly higher comments, indicating that smaller influencers actually had better engagement.
  • LinkedIn also showed that the bigger the influencer the poorer the engagement. Someone with 3,000 followers received three times as many comments per follower than someone with 15,000 followers.
  • YouTube was the only channel where the bigger the star the better the engagement. However, this was only on likes – comments remained flat regardless of follower size.

Using smaller influencers is more responsive than using one big one and it is going to much more efficient to buy 10 micro influencers with 10k followers than one with 100k followers…anyone that measures TV campaigns might think that it’s starting to sound a little familiar.

Below is a comparison of response rate (RR) and cost per view based on reach groups of 10k or less and 100k or more.

Source: Accuracast and ARMalytics Data

Both Twitter and YouTube see little difference, however when we look at TV, Instagram and LinkedIn the smaller groups are much more responsive and when we look at a cost per response, they are far more efficient.

Source: Accuracast and ARMalytics Data

If an advertiser had a budget of £50k and split it 60/40 on TV and Instagram they could achieve 22,404 responses by selecting a higher number of smaller influencers or stations vs 3,394 by spending on one large influencer and one station, which equates to a 560% cheaper cost per response.

All Response Media viewpoint
We have always advocated for the smaller stations for performance-led campaigns – they reach fewer people in one go but they also reach people who are less engaged with the TV programme and therefore more likely to respond, not to mention being under-represented by measurement systems and so much cheaper. Social Influencers work in the opposite way, people are actually more engaged with smaller stars and so are more likely to respond. It seems logical that Katy Perry is unlikely to see your comment in her 109m followers versus someone with 3,000 followers and so people are more likely to start a conversation with smaller influencers.

The theory for both, however, is the same: buying smaller, more responsive channels is going to get you more value and more efficient performance and by actually bringing micro influencers into part of your advertising budget could be an effective way of extending reach across microchannels.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy