1. The NEW Influencer ecosystem

2. Influencers are increasingly being used in the media mix

3. The influencer landscape is evolving

4. 84% And increasingly attracting marketing spend
of marketing professionals worldwide expect to launch a campaign involving an influencer in the next 12 months
84%
Source: eMarketer

5. Our Hypothesis and questions

6. We explored three different sectors
Fashion
Beauty
Automotive

7. What we did Reach Sources:
Magazine media:
authors who describe themselves as any of the following in their bio:
Magazines
Magazine Editors/Journalists/Columnists
the potential audience of the original author + audience reached via retweets
Reach
Bloggers: Authors who describe themselves as bloggers or linked to their own blog in their Twitter bio
the number of interactions ((replies/likes/retweets) an individual post generates
Engagement
Motoring: We also analysed Newspapers & Journalists as identified by their twitter bio
Sources:

8. Magazines and bloggers make a strong contribution to the overall activity during London fashion week
Beauty
Magazines
Magazines, Journalist/editor/columnists
Blogs
Authors who identify as bloggers in bio or link to blogs
Other Authors/Consumers
All other authors/consumers posting about #LFW
Source: 2CV | Pulsar (Twitter, Forums, News & Blogs + Facebook for Beauty)

9. Magazine brands fashion & beauty content matched and was larger than the reach of bloggers
Total Posts
Reach Score
Magazines
Blogs
Source: 2CV | Pulsar (Twitter, Forums, News & Blogs + Facebook for Beauty)
*Reach score = the potential audience of the original author + audience reached via retweets

10. Magazine content in the fashion world is more likely to be shared than that of bloggers
Beauty
8 Interactions Per Post Average
2 Interactions Per Post Average
4 Interactions Per Post Average
2 Interactions Per Post Average
Source: 2CV | Pulsar (Twitter, Forums, News & Blogs + Facebook for Beauty)
*2CV data based on a comparison of the top 50 magazine brands vs top 50 fashion bloggers

11. The Geneva International Motor Show
Magazines produced the most content at both motor shows
The Geneva International Motor Show
The London Motor Show
Source: Pulsar (Twitter, Forums, News & Blogs)

12. 6x 2x Magazines generate the most reach
The Geneva International Motor Show
The London Motor Show
reach compared to other channels 6x 2x
Source: Pulsar (Twitter, Forums, News & Blogs)

13. Magazine environments are where influencers congregate
From the top 100 posts by reach….
of the posts were generated by magazine brand forums
Source: Pulsar (Twitter, Forums, News & Blogs)

14. What makes magazine content different from the rest?

15. 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 (Twitter, Forums, News & Blogs)
*Data based on a comparison of the top 50 magazine brands vs top 50 fashion bloggers

16. Positive interactions with Magazines
For fashion & beauty magazine content has the ability to reflect positivity back towards brands, blogger positivity is very personal
Positive interactions with Magazines
VS. Bloggers
Fashion
Beauty
Fashion
Beauty
Source: 2CV | Pulsar (Twitter, Forums, News & Blogs)
* 2CV data based on a comparison of the top 50 magazine brands vs top 50 fashion bloggers

17. The same story emerges on Instagram…Bloggers focus on themselves where as magazines focus on the brands
Source: Pulsar (Instagram only)

18. The role of the expert

19. As an influencers follower total rises, the rate of engagement decreases8%
engagement
per post
1.6%
engagement
per post
Less than 1,000 followers
10 million plus
followers
Source: Markerly

20. 5x 3x 48x 3x Passionate Curious Expert Early adopter
Expertise is supercharging impact 5x 3x
Passionate
Curious
48x 3x
Expert
Early adopter
Source: Time Out

21. Magazine brands are offering new influencer marketing opportunities

22. Relevant reach is the key to successful influencer marketing
Magazine content achieves relevant engaged reach
Passion audiences in fashion and beauty are engaging and sharing our expert content
Motoring fanatics are gravitating to magazine brands as an environment to fuel their passion
Magazine editors and journalist are micro-influencers