1. The New Influencer ecosystem

2. Influencer marketing is really important in the fashion world

3. 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

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

5. We wanted to take a fresh look at influencer marketing

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

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

9. 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

10. 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

11. 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

12. 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

13. How do you influence makers?

14. Makers are hard to reach, they want depthTV
RADIO
Makers 2.1 hours a day
National avg hours a day
Makers 1.2 hours a day
National avg 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)

15. 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

16. 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

17. 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

18. 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

19. 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

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

21. Introducing our Fashion Week analysis

22. 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

23. Magazine content in the fashion world is more likely to be shared than that of bloggers32 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

24. 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

25. 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

26. 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

27. 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

28. 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

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

30. 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