Social media is the last place Australians want to see robots – they want to see what really happens behind the smoke and mirrors, with the personalities we idolise. Bots, ‘Instafraud’, and looming new regulations are just a few of the warning signs swirling around the sweet spot of modern marketing – the influencer strategy.
Instafraud in particular threatens to render extinct the very qualities responsible for the meteoric rise of social media influencers – expertise, relatability and authenticity. While influencer marketing is still a highly effective approach, we must ask, “who has the most valuable influence?”
Linqia found 48% of US marketers plan to increase influencer marketing budgets and double spend per campaign, with Australian businesses moving in the same direction. Marketers, now more than ever, are under pressure to justify this expenditure, yet over one third of marketers are unable to measure their influencer activity and if it’s actually driving sales.
The industry is extremely transparent – basic data such as engagement is readily available, plus heaps more can be accessed by looking a little deeper e.g. internal and third party data and add-ons. The challenge is actually using that data and understanding activity ROI. The best marketers hold their content accountable, which is easy.
Despite transparency, failing to monitor the data can significantly increase the risk of fraud. Look at the recent Mediakix stunt which saw fake profiles de-fraud brands out of hundreds of dollars in endorsement pay outs. It’s becoming easier to manipulate data – influencers are buying engagement and using “Instagram Pods” that stimulate fake activity. Social media stars are a unique digital marketing concept that exploded before any real benchmark for success was developed.
The original influencers – athletes, actors and musicians – continue to have the widest reach on social. In particular, athletes sit across celebrity and influencer in the spectrum; fame simply a by-product of their sporting success. If you combine the most effective marketing quality from celebrities (scale) and influencers (adoration), therein lies the athlete. Opportunities to embrace sports stars in their new role as social media influencers have never been more appealing, especially with Australia being home to some of the best.
Sports endorsement marketing is not new, dating back as far as 1905 when American Baseball player Johannes ‘Honus’ Wagner collaborated with Hillerich & Son Co. to create bespoke baseball bats. Social media re-defines the scope of the sports star, giving athletes an open and direct communication passage to fans and the wider audience, replacing a façade with personal connections.
Sport stirs passion and conveys character, it demonstrates sacrifice and resilience which has mass appeal. Athletes pass the credibility test having achieved greatness in their career, and are admired role models to generations of Australians. They are a media asset in their own right. While they may have their own personal brand and reach, making them more accessible is what builds trust with audiences.
Athletes, as one of the most authentic influencer categories, are invaluable in bringing about change. For example, a number of Australian athletes got together for a video montage saying their brand of ‘YES’ in support of marriage equality.
For influence, athletes are the holy grail.
Chris Haigh is CEO of sports social content platform 20FOUR