Want to reach millions of young millennials with
amazing content in a cost-effective way? Contact social media artists,
brief them, let them do their thing and they will rock your world.
Social media artists, are young creative people who have managed to
get big number of followers (ranging from 10k up to more than 8
Million), solely through using a social media network.
Their savviness of how the social networks’ algorithm works, and
ability to develop great social stories, are the main reason for their
success. And using these skills to create posts for brands or small
businesses has, so far, shown great results.
If
this trend continues, and social media artists manage to keep
delivering great micro-content for brands while keeping their followers
engaged, the advertising industry should get ready for a big shake up.
Here are 7 reasons why:
1. Smaller Media Budget
The cost of working with a social media artist will depend on
different variables such as the number of followers, where he/she is
based and their experience with other brands. There's not yet a defined
rate card like in traditional online media ads.
However, in my experience, the CPM (Cost Per Thousand impression) of a
social media artist post is usually much lower than what you would get
for an online ad placement.
In addition to that, many of these artists have much higher reach
within social media channels where Millennials are spending most of
their time than well-established global mass media networks.
2. Their Reach is Organic Not Paid
Organic means people see the influencer’s content because they're
following them and they like what they post on their network. Paid means
you're going to see this in your channel because, for example, Facebook
decided you fit the description of a brand's target audience.
Brands should not only analyze how many views they achieve, but also
how they achieve them. An organic impression or view is more valuable
for a brand than a paid impression.
3. You Don't Need Creative Team Hours
Influencers are your creative team. In fact, they're so creative that
they've managed to get millions of people to engage with them almost
daily. The expensive hours brands pay for a creative director in
traditional advertising campaigns are inclusive when you're working with
social media artists.
4. Much Lower Production Costs
You won't need to pay for a production company, rent mega-expensive
equipment or fly to an exotic location to produce an expensive ad.
Social media artists can do amazing micro-content just by using their
phone.
5. They Provide You with Many Extras
I've worked with many different agencies and enjoy working with
creative teams and account manager. But in the end, agency employees are
part of a big organization with revenue targets which they're under
pressure to achieve.
Influencers, when contacted directly, are their own bosses and will
normally throw in a few extras if they like you. They're also great
consultants and will tell you to your face what you're doing wrong in
your own social media networks.
6. They try to be Authentic
For social media artists to survive in this field, they need to be
authentic. If they're not, they'll see big losses in followers and
negative comments.
7. You Can Reach the Different Tribes
In social media, it's common to see tribes or people who're focused
and interested to post and engage with specific type of content. There
are the fashionistas, the foodies, the comedians, the magicians, the
rich boys, extreme sports, memes - and the list goes on.
Regardless of what you're selling or where you want to position your
brand, you'll find a specialized social media artist that's influencing
these tribes and can help do the same for your brand.
In a novel piece of research mentioned in Forbes “4
out of every 5 consumers say that brands don’t behave as if they really
know them”. Influencer marketing could be the way to help
marketers advertise in a more effective way. Social media artists
certainly know what their followers want to see.
Source: http://www.socialmediatoday.com/marketing/mozohny/2015-08-27/7-reasons-why-social-media-artists-are-disrupting-advertising-industry
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