The New Influencer ecosystem

Influencer marketing is really important in the fashion world

They give us confidence Influencers help us make better choices They’re up to date They give us confidence They’re a shortcut to a decision

stars are often the default starting point Social media stars are often the default starting point

We wanted to take a fresh look at influencer marketing

Not all influencers are created equal, some have more impact than others

OR What is more important? That the individual has lots of connections That they have deep connections OR

Introducing makers and shakers Very large social networks Lots of connections Enjoy helping others Actively advise Confident Shakers Large social networks Deeper connections More passionate More knowledgeable Self-sufficient Makers Source: Time Out

Zoella YouTube subscribers Should we focus on number of connections? Zoella YouTube subscribers of fashion and beauty brands say relevancy is more important than reach 11.5 million 72% Source: EConsultancy The Rise of influencers 2016

Makers are 23% more effective at driving action Makers are more powerful than shakers Ignore Awareness Action Makers are 23% more effective at driving action Maker Shaker Source: Time Out

5x 3x 48x 3x Passionate Curious Expert Early adopter Makers expertise is supercharging impact 5x 3x Passionate Curious 48x 3x Expert Early adopter Source: Time Out

How do you influence makers?

Makers are hard to reach, they want depth TV RADIO Makers 2.1 hours a day National avg. 4 hours a day Makers 1.2 hours a day National avg. 2.75 hours a day PRINTED NEWSPAPERS PRINTED MAGAZINES Makers 30 mins a day National avg. 18 mins a day Makers 24 mins a day National avg. 12 mins a day Source: TGI / Time Out’s Influencers 2016 study n=1674)

Introducing Starcount Helping you understand the Complete Customer Transactional data + Communication data The brand’s view of the customer Motivational segmentation of the customer Passions, interests, aspirations & connections Indicators + Influences The trends, triggers and life stages customers are experiencing Source: Starcount

Fashion and beauty segmentation Luxury Fashion Aspirers Shopping Realists Investment Piece Buyers Fashion Insiders Young Mainstream Fans Glamorous Party Girls Segment Size Cultured Trend Setters Deal-driven Homemakers Preppy Teens Affordable High Street Shoppers Segment Growth   Source: Starcount

4.7x Fashion insiders are micro influencers and makers more likely to be creators Follow the most amount of people amongst high-end segments Have a large number of followers Source: Starcount

Fashion is a big passion Fashion insiders are key for high street and luxury brands and characterised by a passion for creativity and style 66% Fashion is a big passion of the 15 most important stars to this group are fashion magazines 19% of their passions make-up is Lifestyle, House and Design, with fashion making up a massive 52% 10% of their top influencers are Journalists and Creative Professionals Source: Starcount

Fashion insiders are more influenced by content Top 3 influences are content / brands 1. 2. 3. Fashion Brand Website Magazine A third of these are magazine websites Source: Starcount

Analysis of Fashion Insiders top stars fashedatlarge Analysis of Fashion Insiders top stars Source: Starcount

Introducing our Fashion Week analysis

Magazine brands fashion content matched the reach of bloggers 25,495 5,710 12M Total Posts Reach Score Source: 2CV *Reach score = the potential audience of the original author + audience reached via retweets

Magazine content in the fashion world is more likely to be shared than that of bloggers 32 12 5 1 2 Interactions Per Post Average 8 Interactions Per Post Average 22 15 11 4 Source: 2CV *Data based on a comparison of the top 50 magazine brands vs top 50 fashion bloggers

Magazine brands achieve 4x the level of earned engagement (replies/likes/retweets) as posts from top bloggers 3K 24K 3K 6.5K Source: 2CV *Data based on a comparison of the top 50 magazine brands vs top 50 fashion bloggers

Bloggers ‘ME’ focus as opposed to magazine ‘YOU’ focus explains amplification 379 18 posts containing ‘my’ or ‘me’ posts containing ‘my’ or ‘me’ 300 181 6 2 44 26 posts containing ‘you’ or ‘your’ posts containing ‘you’ or ‘your’ (out of 3,239 total) (out of 2,984 total) 4 1 17 10 Source: 2CV *Data based on a comparison of the top 50 magazine brands vs top 50 fashion bloggers

Positive interactions with Magazines Magazine content has the ability to reflect positivity back towards brands, blogger positivity is very personal VS. Bloggers Positive interactions with Magazines Source: 2CV *Data based on a comparison of the top 50 magazine brands vs top 50 fashion bloggers

This appetite for magazine content is mirrored in the offline world of fashion influencers are magazine readers of fashion influencers are more likely to be heavy magazine readers 84% 60% Source: TGI

77% 68% The power of conventional display advertising to influence magazines channels are 77% more critical to building confidence in products than social media of fashion magazine readers claim to have been influenced by an advert they saw in their magazine 77% 68% Source: Magazine Networks Australia

routed in expertise deliver better results Deeper connections routed in expertise deliver better results

Deeper connections routed in expertise deliver better results Reach is not the same as influence. You can be well connected but that doesn’t guarantee you will convince Successful influencer marketing involves identifying segments with deep connections These types of audiences love content that gives them expertise including magazines This content, when passed on, is more likely to get acted upon because it’s seen as expert