인플루언서 시장 조사

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.

인플루언서의 경제적 영향

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.  

“마이크로 인플루언서”는 팔로워 수가 100만 명이 넘는 인플루언서에 비해 팔로워 수는 적지만 보다 저렴하고 ROI가 높은 인플루언서 마케팅 솔루션을 제공하는 인플루언서의 하위 섹션입니다.

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

• 조회수
• 팔로어 수
• 참여 지표
• 구매실적

입소문 마케팅의 중요성

“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.

사회적 관계를 높게 평가하는 동양 문화(예: 중국의 Guanxi 네트워크)에서는 인플루언서 마케팅 결과가 중요하고 오래 지속될 수 있습니다.  

Twitter, Facebook, YouTube와 같은 소셜 사이트는 전 세계적으로 가장 많이 방문하는 사이트 중 하나입니다. 소셜 공유를 하는 주요 이유 중 하나는 잠재 사용자에게 브랜드 이름을 친숙하게 만드는 것입니다. 검색 엔진 알고리즘이 변화하는 이 시대에는 사용자의 참여를 유도하는 것도 중요합니다. 소셜 공유는 실제 판매로의 전환 역할도 할 수 있습니다.

영향력 있는 사람들이 비즈니스를 강화하는 방법

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.

인플루언서 마케팅에서 시장 조사의 중요성

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.

영향력 있는 사람들과의 협력

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.  

인플루언서에 대한 과거 경험의 몇 가지 예는 다음과 같습니다.

• 화장품 인플루언서(NYC 팔로워 20,000명 이상)와 함께 포커스 그룹 실시
• 코펜하겐과 런던의 운동화 패션 인플루언서들과 함께 가정 내 민족지학을 실시했습니다.
• 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.
• 영향력 있는 스타일리스트와 함께 미국의 여러 패션 및 패션 소매업체 브랜드에 대한 인터뷰를 진행했습니다.
• 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.
• Live Bloggers와 라이브 스트리밍을 사용하고 대규모 팔로어를 구축한 사람들과 함께 아시아 브랜드에 대한 심층 인터뷰를 진행했습니다.

영향력 있는 인물 및 사고 리더와 연결하려면 저희에게 연락하세요.