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New FTC Influencer Guidelines Released November 2019

Several years ago with the explosion in popularity for the use of influencer marketing as a brand tactic, the FTC began publishing Influencer Guidelines.  As influencer marketing evolves so too do the FTC guidelines.

If you are an influencer or a brand that utilizes influencers for marketing initiatives, it is critical to stay up to date on the evolving guidelines.

In November of 2019, the FTC released new updated influencer marketing guidelines that focus on:

  • When to disclose
  • How to disclose

You can view the new guidelines below.

It is important to ensure a clear understanding of these guidelines and the appropriate use of disclosure for influencer content.  We are constantly updating our SheSpeaks influencer programs to reflect updated FTC guidelines so if you have any questions, please feel free to reach out to us at [email protected]

 

 

 

Influencer Marketing Hot Take: Feature Your Brand Expertise

When engaging influencers to market a service, humanize it and bring in an expert who can be featured in content as your brand’s expert.

Let Influencers Crowdsource Questions from their Audience to

Increase Engagement with Content

INFLUENCER TIP: Feature an expert from your company in order to put a face to your service. Then allow Influencers to crowdsource questions from their audience for the expert and capture the expert answering those questions for the influencer to share.

EXAMPLE:  Prudential Financial engaged SheSpeaks’ influencer @thekatieduke to talk to her audience about the importance of retirement planning. Katie asked her audience to submit their pressing retirement savings questions to be answered by a Prudential expert. One example of a resulting Instagram Story segment is below.

WHY DO THIS? This approach allows the influencer’s audience to feel invested in the information that you want to provide. It also helps feature your expert’s expertise, which is particularly important when selling services. This approach increases engagement and conversion.

Contact Missy, [email protected] for more information on how you can reach your shopper and move them to action with SheSpeaks community.

Influencer Tip: How to Maximize Influencer Content ROI

Brands like Coca-Cola see strong ROI when utilizing influencer content on retail partner sites.

INFLUENCER TIP: If you use influencers to create content for your brand, you can use that content to help sell product on retail partner sites. Shoppers love seeing your product featured in influencer/user content. Influencer content integrated into retail sites sees at 2X increase in conversion rates.

EXAMPLE: For Halloween influencers created content and tasty adult cocktail recipes for Coca-Cola. Influencers shared this content on social. Coke chose their favorite content and used it to help promote products on SamsClub.com. This provides shoppers with fun ideas and recipes using Coke products for their Halloween celebrations.

Contact Missy, [email protected] for more information on how you can reach your shopper and move them to action with SheSpeaks community.

Product Reviews: Check out what SheSpeaks members had to say.

Whether they are shopping for electronics, cosmetics, clothing, or something else, more and more women are turning to product reviews to help in their purchasing decisions. Some are looking up reviews before heading to the store, while others are looking up reviews while already in the store!

We recently conducted a survey where we asked our members to share their thoughts on product reviews and how they influence their purchases.

SheSpeaks is the voice of the female shopper. Powered by an engaged community of 250,000 female shopper influencers, SheSpeaks provides brands with on-demand insights & content and content amplification & distribution reaching hundreds of millions of shoppers.

Contact Missy, [email protected] for more information on how you can reach your shopper and move them to action with SheSpeaks community.

Thank you!

Summer 2019 Entertaining Study: How Women Entertain

SheSpeaks surveyed female shopper influencers in June 2019 to better understand summer entertaining shopping habits including:

1) Purchasing items for their entertaining needs

2) Purchasing items in-store vs. online

Three key insights emerged:

1) Women splurge for higher quality products when entertaining vs. just everyday use

2) Women are more likely to shop in-store vs. online for summer get-togethers.

3) Chips, crackers and cheese top the list for go-to food items during summer entertaining.

You can find the full report below. We hope that you find it useful.

If you have questions, please feel free to contact Missy Tiller, [email protected]

SheSpeaks Baby Care: Consumer Insights 2019

In 2019 SheSpeaks commissioned our Baby Care study with the goal of better understanding:
– What drives Moms’ purchase intent
– How Moms are engaging in social & with Baby Care brands in social
– What causes mom to experiment & engage with new Baby Care brands and products
– What is the role of dads in today’s decision-making processes

Our 3 Topline Findings from the Baby Care Study:
1) Facebook Engagement is Down and Instagram Engagement is Up for Moms:
While Facebook is still important as a resource for finding out about baby products, the importance of the platform has declined while Instagram has increased. Pinterest has also decreased slightly and importantly not grown in importance as a product resource over the last 2 years.
2)  Product Reviews on Commerce Sites Is More Important Than Before for Moms:
The importance of product reviews in driving purchase decisions has increased significantly since 2017 representing a 16% increase.
3)  Dad’s Involvement In Purchase Decisions Has Decreased:
Perhaps surprisingly, our surveying shows, according to Moms, Dads are less involved in purchase decisions then they were in 2017 representing a 9% drop.
You can find the full report below. We hope that you find it useful. If you have questions, please feel free to contact Carol Milliron at [email protected]

How to Execute A Successful Influencer Campaign

Finding the right influencers to work with your brand is only one of the challenges. Ensuring that influencers create content that has the potential to move shoppers to purchase is another.

For brands interested in leveraging influencers to convince and convert shoppers, there is a “recipe for success”- a process that can be followed to help ensure that influencer marketing campaigns have the strongest likelihood of success.

Step 1) Define Objective & Target: Start by outlining the parameters of your campaign. What are your objectives and what is your target audience? What is the call to action, the key takeaway? What type of budget do you have to support this campaign? And what is the desired outcome?

It’s ideal to outline your internal review process during this phase. Once you engage and brief influencers, will you ask to approve a concept and then a final cut? Or will you see the content for the first time when it goes live? Past experiences with influencers also often shape this process. The key to making this work is outlining your expectations and needs up front

Step 2) Identify and engage: How do you find influencers that might be the best match for your campaign? According to Max Polisar of AwesomenessTV brands should work with people who know the influencer talent directly, using personal relationships and avoiding tech platforms.

Some other suggestions for this phase:

  • Don’t forget that influencers are human. Offer to have phone calls and/or in-person briefings. Be available and share appropriate information during the briefing process. Share your product plentifully if the influencer has not experienced it yet, such as for a new product.
  • Remember, the demographics of the influencer are not necessarily the same as their audience demographic. Ask the influencer for more information about their networks and subscriber base, and don’t make assumptions.
  • As you review possible influencers, always fall in love with more than one. If you are considering options with an agency partner, try to be as specific as possible when giving feedback. Larger influencers often have three projects on deck for everyone they can accept, or their production schedule may be full when you reach out to them.

3) Create and amplify: This is the fun part! Follow the process outlined in the planning phase as the Influencers create and amplify FTC-compliant content. You chose them based on their channels and content, remember to let that shine through. Don’t over script, but work together so they create a story that makes sense for the target audience.

Focus on the benefits, not the product attributes. Influencer content works well because influencers are more likely to focus on telling a story about why your product or service makes their life better, more enjoyable more hassle-free, etc. Consumers react very well to this type of benefit-driven content.

4) Optimize: Once influencer content is live, monitor and identify the best performing content. Items on your scorecard might include likes, reactions, comments, shares and hearts, depending on the platform and your objectives. Then, “turn on the gas” and leverage paid distribution of the best performing influencer content.

5) Measure: Continue to measure, and recap your campaign. What would you do differently? What would you repeat? Don’t forget to ask the influencers for their input as well. Also, it is important to check the results of influencer activations on an ongoing basis. After all, one of the great benefits of influencer content is that it lives on and continues to be discovered by new consumers over time.

In fact, one recent influencer video that we executed and tracked for a women’s shaving product campaign generated an incremental $500,000 in media value AFTER the flighting period. In other words, the shaving brand received a $500,000 bonus in media value as a result of the incremental views of the sponsored video, post-campaign.

Influencers and their compelling content have become a smart and effective way for brands to reach and inspire target consumers. The medium will continue to evolve and be enhanced. Like any other marketing tactic, successful campaigns are driven by a thoughtful and planned process.

SheSpeaks is the voice of the female shopper. Powered by an engaged community of 250,000 female shopper influencers, SheSpeaks provides brands with on-demand insights & content and content amplification & distribution reaching hundreds of millions of shoppers.

Influencers and their compelling content have become a smart and effective way for brands to reach and inspire target consumers. The medium will continue to evolve and be enhanced. Like any other marketing tactic, successful campaigns are driven by a thoughtful and planned process.

Contact Missy, [email protected] for more information on how you can reach your shopper and move them to action with SheSpeaks community.

Thank you!

Walmart Shopper Influencer Study May 2019

SheSpeaks surveyed Walmart shopper influencers between April 20-23rd 2019 to better understand their shopping habits

We were interested in learning more about how Walmart shoppers were approaching:

1) Online shopping vs. in-store purchases

2)  Online grocery pick up and delivery

Following are high-level findings and data from the study. SheSpeaks conducted a similar study in 2017 and comparisons are shown where applicable.

KEY INSIGHTS

  1. More Shoppers Both In-Store & Online: While the majority of shoppers shop in-store, more shoppers are shopping both in-store and online than in previous years. That percentage has increase 50% from 2017 to 2019!
  2. Increase in OGP Usage: Online Grocery Pickup usage has increased since our last survey in 2017 with 26% of respondents using the OGP service. This represents a steep increase vs. 2017 when just 5% of respondents used.
  3. Free Shipping continues to top the wish list for services that walmart.comoffers with 64% of shoppers indicating that they want this service.

More insights can be found here:

If you have questions, please feel free to reach out to Missy Tiller at [email protected]

Thank you!