4 Influencer Marketing Facts You Need to Know - by Maximillian Matthews

  • Fri 31st Mar 2017

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Article by Maximillian Matthews 

” I’ve heard at least 6 times this week that 2017 is going to be the year of the influencer.

I mean sure, it’s true to some extent, but the sources these stories are coming from are so painfully misguided; I’ve decided to set the record straight so you don’t waste your hard earned dollars on ham-fisted attempts at influencer outreach.

The following results are taken from painstaking research made into some of the biggest ‘influencers’ in Australia, and there’s some things you should know:

1.    Bikini models don’t sell bikinis

I’d love to tell you who this was taken from, but I feel like one day I’ll need to appeal to old men who like beautiful girls, so I’ll stay silent. I can say however, that the follower base is around 550k.

This is from one of Australia’s most popular beach babes, purporting clean eating and healthy bodies while promoting meal plans and products from her own range (as well as sharing inspirational stories from her followers).

The problem with her following, as well as many other girls in this category, is a very small number of her followers are actually women, but unfortunately it is that small minority who is also the most vocal, which gives brands the impression of a relevant audience.

“Oh my god babe you’re so hot, I want that bikini!” repeated 50 times seems like excellent reach, but when you break down the 5000+ likes, 4,899 of them are from big sweaty men, liking the photo for a very different reason.

If this sounds like you, don’t be another up-and-coming brand directed at girls who thinks these women are your best bet. If you want to truly appeal to this segment, you are much better off going for lower level influencers like Charlotte Piho. A random sample taken from her followers show’s she has exactly the type of audience you would expect.

(These results were taken from an Australian swimwear campaign in 2016)

2.    Flat-lay experts don’t sell…anything.

We love ourselves a flat-lay.

After all, they’re so damn pretty.

A quick dip into the conversion results of the flat-lay creators I’ve personally used in the past will tell you one thing; accounts based around creating aesthetically pleasing imagery are great at creating content to submit for later use in a wider advertising campaign; but relying on them to have any kind of real-life influence is an exercise in futility.

The following was taken from a campaign using one of Australia’s most famous flat-lay bloggers:


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  • Fri 31st Mar 2017