インフルエンサー市場調査

Influencers are social leaders who build large followings and communities, often online. Their social value and followings allow them to sway the opinions of others. Influencers and thought leaders can inspire others to buy from a particular brand.  The success of Influencer Marketing comes from building relationships and providing social benefits to consumers.

Influencer marketing is becoming popular, especially in the fashion and beauty industries.  Companies are increasingly using Internet personalities to boost general awareness and sales conversions.  Internet personalities can be compensated with fees and royalties to promote products in-person and online.

The principle behind influencer marketing isn’t new. Brands have been using celebrity endorsers for decades. By endorsing products, influencers promote products subtly or overtly to their large followings.  Today’s social media influencers can more rapidly and cost effectively build a following than the celebrities of yesterday.

インフルエンサーの経済的影響

The Instagram Influencer market size is over $1 billion—just on Instagram.  Some retailers have seen sales increases by as much as 250% when using influencers.  

「マイクロインフルエンサー」とは、100 万人以上のフォロワーを持つインフルエンサーよりもフォロワー数が少ないものの、より手頃な価格で ROI の高いインフルエンサー マーケティング ソリューションを提供するインフルエンサーのサブセクションです。

Influencer Marketing performance can also be measured.  Choosing the most effective Key Performance Indicators and determining ROI are essential.  ROI can be determined by:

• 閲覧数
• フォロワー数
• エンゲージメント指標
• 購買実績

「口コミ」マーケティングの重要性

“Word of Mouth” marketing can be an effective form of promotion and advertisement.  Customers trust their friends and family more than they believe advertisements. Influencers leverage relationships to promote products and can benefit from the “Halo Effect,” the phenomenon in which an impression created in one area influences opinion in another area.  This type of marketing does not stop after one interaction. Instead, one person tells another, and that person can tell someone else which can translate into long term benefits.

社会的関係が非常に重視される東洋文化（中国の Guanxi ネットワークなど）では、インフルエンサー マーケティングの結果は大きく、長続きする可能性があります。  

Twitter、Facebook、YouTube などのソーシャル サイトは、世界中で最もアクセス数が多いサイトです。ソーシャル シェアの主な理由の 1 つは、ブランド名を潜在的ユーザーに知ってもらうことです。検索エンジンのアルゴリズムが変化しているこの時代では、ユーザーを引き付けることも重要です。ソーシャル シェアは、実際の販売へのコンバージョンとしても機能します。

インフルエンサーがビジネスを後押しする方法

Influencers are some of the most connected people online. They use their blend of photos, videos, posts, status updates, thought leadership and stories to voice their opinion on a product.  They can subtly tell the business’ story and can be powerful co-creators and storytellers.

The social media influencers that a brand chooses should relate to its target audience.  Reaching out to top-tier social media influencers can be very expensive. Marketers should keep in mind that non-celebrities can have even more influence.  Consumers are more likely to buy a product promoted by someone they see as a peer.

インフルエンサーマーケティングにおける市場調査の重要性

Influencers work with brands they enjoy and that reflect their values.  Influencers also seek to participate in campaigns that will boost their own profiles and create value for their followers.  It’s important that businesses deliver meaningful messages. Marketers should reach out to the right influencers and do research to ensure the influencer is a  “strategic fit” with the brand. The competition for influencers can be intense, and research can identify influencers and their opinions. Market Research achieves all of those objectives.

インフルエンサーとの取り組み

We conduct interviews, focus groups and surveys with influencers.  Our access to some of the world’s most influential people sets us apart.  Additionally, SIS is located in the world’s global cities — NYC, Los Angeles, London, Frankfurt, Shanghai, Hong Kong and other global cities.  We have in-depth access to influencers worldwide.

We conduct research into brand essence, strategic fit, concept testing,  market opportunity, competitive analysis, messaging testing, psychographic research, millennial marketing insights and influencer marketing analysis.  

インフルエンサーとの過去の経験例をいくつかご紹介します。

• 化粧品インフルエンサー（ニューヨークで2万人以上のフォロワー）とのフォーカスグループを実施
• コペンハーゲンとロンドンでスニーカーファッションのインフルエンサーを対象に家庭内民族誌調査を実施
• Conducted in-depth interviews with Fashion influencers in NYC to assist an Asian automotive brand launch a new luxury car.  A photographer was present to photograph the fashion influencers and how they interacted with the car concept.
• 影響力のあるスタイリストとともに、米国のファッションおよびファッション小売ブランド数社へのインタビューを実施しました。
• Conducted recruitment for a major co-creation “Hackathon” in NYC for a European airline.  The participants included a runway model, influential dad bloggers, and influential marketers.
• アジアのブランドのために、ライブブロガーやライブストリーミングを使用して多くのフォロワーを獲得した人たちに詳細なインタビューを実施しました。

 

インフルエンサーや思想的リーダーとつながるには、お問い合わせください。