Month: June 2018

Never a dull moment:

Chris Botha, Group Managing Director of The MediaShop

 An update from The MediaShop

I was at a talk a few years back where Adrian Gore explained in some detail why every year seems to go by quicker than the previous years. In short, the explanation goes that when you are one year old, a year is 100% of your known life. When you are two – a year is in fact only 50% of your total life. And so forth. As you get older, a year becomes a smaller portion of your life, and

therefore feels quicker, and less significant.

Which brings me to 2017. Ag, I mean 2018. Yes, we are in 2018 already. Fast – most definitely but less significant, not so much.

By the time you read this, we will be roughly around the 21st of June (winter solstice) meaning we are already on the home straight. Summer here we come (or so I keep telling myself). This year has been filled with loads of events already. And in such a dynamic world – not ever, ever, ever having a dull moment is a blessing. It is what we have to do. The moment things get dull, repetitive, and the same, you know that you are standing still while the big train of life is moving along. I have decided to dedicate this little article to a couple of big new stories from The MediaShop from the past few months.

 Our 30th birthday

Our proud organisation turns 30 this year. It’s a milestone we are incredibly proud of. The MediaShop was the first independent media agency formed in 1988 by a brilliant Dick Reed. We all carry that sense of independence and the pioneering spirit with us every day. But with it comes the responsibility to make sure that we keep changing, stay pioneering, and make sure that 30 years from now we are still around. We are celebrating with our staff, clients and media

owners throughout the year and thank you all for being part of what got us here.

 New friends

We also welcome some new friends to our business. We were fortunate enough to have been awarded the Old Mutual, SAA, and Multichoice accounts over the past seven months. We also welcomed new staff members joining our team. Victor Koaho joined us as Business Unit Manager on the Old Mutual account and Muhle Hlabano as Business Unit Manager of the SA Tourism account.

We also gave permanent employment to five of our interns. They have shown great skill and diligence over the past 18 months of their internship programme, and are super stars in the making. They bring an amazing fresh energy to our business that keeps us dynamic.

 Old friends

At the same time we have a few old friends we say goodbye to. Tony Banahan, Cecilia Glick and Amanda Filocha have all retired in the recent past. It is bitterly sad saying goodbye to people who have dedicated most of their work life to building this business but we do however know that they are going to enjoy a well-earned rest and will all stay close to us.

 Our offering

The MediaShop are finding that more clients are asking us to assist with “non-media” communications platforms like Activations, Promotions, and PR. With this in mind, we have launched our IMC offering, where we have suppliers in these fields sitting in our offices in Sandton! To date they have added massive value to our brainstorms, and a different perspective on how we solve communication challenges. Your unit manager will be in touch (where relevant) on how we want to evolve to being true communications partners, and not just media experts.

 Second Agency

Our group will also be launching a second media agency in South Africa. It is an incredibly exciting play for us. We have grand ambitions of growth for the future, and need to create facilities for this. It will be housed in separate offices, with separate management. This is in line with what every other competitive network in the globe is doing, and offers exciting opportunities for the network.

 Insights Department

With the South African research scene being in a state of flux at the moment, we will also be expanding on our current research and insights department. This offering includes a greater investment from our group in expanding research not only here in South Africa but also ten other markets on the continent! As a group we believe that consumer insight is still the fundamental to building communication and media strategies that work. This is an investment we are making with pride – knowing it will add more value to your business.

 And lastly, our media update presentations

Every year we create a presentation on the media landscape in South Africa and the rest of the world. This year we have turned it into 5 presentations which we are excited to bring to the industry. Look out for:

1. The Business of Advertising

a. A critical look at the state of the advertising industry

2. Content is King

a. An in depth look at what content works!

3. Disrupting Behaviour

a. The changing consumer world, and how it impacts media

4. How we Measure

a. In this crazy world of research and data – how do we make sense of SEM’s, LSM’s, viewability, and other research metrics.

5. The Omni channel world.

a. A look at how media types are becoming media platforms, and why the old labels of print, TV and Radio are obsolete.

Here’s to never having a dull moment! As the old Chinese proverb goes – May you live in interesting times.

Data Fusion is Now!

Fusion is no longer the vision in research, but rather the preferred solution. The first fused media and brand data will be available to the media industry as soon as August this year comprising of the PRC’s PAM S and Nielsen’s Consumer Panel. The PRC plans to fuse Narratiive’s (formerly Effective Measure) online data to PAMS to produce an integrated data set of print title and site brand consumption.

“Single source is dead!” says Peter Langschmidt, consultant to the PRC (Publisher Research Council). “As the world becomes more complex, markets are fragmenting and inevitably this single source data no longer does the trick like it used to.”

It’s easy to see how this archaic type of survey no longer offers a viable solution. The questionnaires are extremely long as more questions are required to understand the complexity of modern lifestyles. Consumers are acutely aware of their time constraints in this “connected metropolitan” world and so there are inevitably fewer respondents prepared to answer long interviews and fewer responses per question. This all leads to poorer quality of response which in turn delivers mediocre data.

“Fused data is the internationally accepted method of research, and this was the solution recommended to SAARF in the detailed future proofing study conducted way back in 2014,” confirms Langschmidt. This preferred method brings previously separate media assets together for the most granular view of consumers while at the same time providing cross platform behaviour.

The PRC and Nielsen will, within the next few months, be fusing their two respective data sets PAMS (Publisher Audience Measurement Survey) and CPS (Consumer Panel), and later this year, Narratiive’s online data. This will bring vital consumption data to manufacturers, media agencies and publishers at a fraction of the cost of that of proposed new media surveys planned for next year.

In addition to multi-study fusion being the global best practice and most cost-effective methodology, it makes no sense to build new panels from scratch at great expense to marketers when Nielsen have been running a consumer purchase panel of 4000 households that has been accepted and used by manufacturers for over 20 years. The CPS has actual bar-coded and audited purchase and consumption data of 5000 brands by retailer by purchase cycle.

This strongly raises the question – why must brands be compelled to pay millions of Rands and wait until the end of next year to establish a panel that performs the same function as an existing panel that is already subscribed to by manufacturers The PRC already provides Retail, Automotive, Mobile and banking branded data in PAMS and this CPS diary fusion will add another 5000 FMCG brands and be freely available to the marketplace in August this year.

PAMS documentation and all Media Software bureaus where the fused data will be available can be found on the PRC website at http://www.prc.za.com/pams/.

For additional information and more in-depth data of titles, please make use of the PRC’s website http://www.prc.za.com/ or contact the PRC on 011 326 4041.

 

It’s inter-high at SPARK Media’s Sport’s Day

It’s that time of year again – SPARK Media’s annual Sports Day! This year SPARK Media takes participants back to school and more specifically, to that inter-high sports day to unleash their inner jock, cheerleader or nerd.

As in the previous years, SPARK Media have again catered to both the sporty and the brainy and invite media agencies, clients, friends and partners to participate in a choice of an 18 hole round of golf, lawn bowling or a fun filled, interactive, general knowledge quiz on the 27th June at the Bryanston Country Club.

“It’s back to school! Whether you’re a rugby or sporty jock, a quiet chess nerd or raucous cheerleader, we have an extramural activity for you,” says Gill Randall, Joint CEO of SPARK Media. “To the victors go the spoils and there will be some fantastic prizes up for grabs.”

Enter any of the three categories: Golf, 18 holes starting from 11am. Tee off times to be advised and official handicaps preferable. Bowling will commence at 14h00 (that’s 2PM cheerleaders!) and will last about 2.5 hours while the ‘battle of the brains’ quiz kicks off at 15h00 (3PM is case those jocks are confused).

After all the action, drinks will be served in the quad (don’t worry, teachers will turn a blind eye if you don’t have an ID or parent permission slip *wink wink*), followed by prize giving in the school hall (Grosvenor Room).

Full colours and scrolls will be awarded to A+ students and top athletes, including the victor and victrix ludorum!  Cheerleaders and supporters are welcome. There will be a school spirit award for the best team war-cry so come rehearsed and dressed for the part.

Places are limited. Avoid detention and reserve your or your team’s spot now by emailing Emily on eck@sparkmedia.co.za / 010 492 8363. *Please indicate which activity you’ll be entering.

To find out more, connect, discuss or engage with SPARK Media, call 010 492 8390, visit www.sparkmedia.co.za, follow us on Twitter – www.twitter.com/SparkMediaSA or find ‘SPARK Media’ (sparkmediasa) on Facebook, LinkedIn and Instagram.

SPARK Media DNA

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location based marketing solutions. The company owns and represents a myriad of print and digital products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

Are Foogle the enemy?

Facebook and Google are the biggest media owners in almost every market across the globe and they seem to be heading for world domination says Richard Lord, Head of Digital / Business Unit Manager at The MediaShop. But, is that so bad?

One of my favourite TV shows growing up was Pinky and the Brain (you’re humming that tune now aren’t you?). The best part of every episode was when Pinky would ask: “Gee, Brain, what do you want to do tonight?” and Brain would reply: “The same thing we do every night, Pinky – try to take over the world!”.

Over the years there have been a few companies that have made a play for world domination, but in the last decade or so two, in particular, stand out…Google and Facebook. According to Statistica, as of Q1 2018, Facebook had almost 2.2 billion global monthly active users (that’s a third of the world’s population, give or take a few hundred million people). Google is so ubiquitous that “googling” became a verb in both the Oxford English, and the Merriam Webster dictionaries as far back as 2006.

These two global giants are so big that in 2017, according to an article in the Financial Times, they commanded 84% of global digital ad spend between them. In the US, Google and Facebook account for a quarter of ALL ad spend revenue – not just digital! As a result, more and more people have been expressing a concern about this digital duopoly.

Locally, PWC and the IAB tell us that 70% of digital ad spend goes to search (read Google), and we know from our own TMS billings how much we spend with Facebook. So the global picture is very definitely mirrored in South Africa.

So while one would think that things are looking rosy for the world’s two biggest media owners (they don’t call themselves that, but let’s call a spade a spade), the reality is that it hasn’t been all plain sailing. They have both been hit recently by scandal and controversy…

Cambridge Analytica. Two little words, but one gigantic can of worms! Add in Fake News, Rigged Elections, and they have given rise to senate committee hearings, threats to boycott Facebook, and campaigns to encourage people to delete their Facebook accounts.

What about Google? Well remember those YouTube ads that appeared next to ISIS recruitment videos in 2017? This is still an ongoing problem, and it’s not just terrorists either. Ads have been served next to content promoting white supremacy, Nazis, paedophilia and North Korean propaganda.

But here’s the rub…each time there is a scandal, there are threats by consumers to leave these platforms and delete their accounts, and advertisers vow that they will pull ad spend. But just how credible are these threats?

The reality is – not very!

In a Reuters / Ipsos poll conducted in April, half of Facebook’s American users said that they had not changed the frequency with which they use Facebook. A quarter actually said they were using Facebook more, and only the remaining quarter claimed that they were using Facebook less, had stopped using it, or had deleted their account. Facebook claim that new subscribers in the US grew by 2% in Q1 2018 which, they say, is in line with previous years.

So consumers, despite the threats, keep their accounts open and if anything, are spending more time on these platforms. But what about advertisers? The simple truth is that Facebook, Google, YouTube (and the rest) are simply just too big to ignore for any extended length of time. They may boycott for a month or two, but in the end, they keep coming back. These platforms are just too valuable to ignore!

Why are they so valuable? Because they simply are the largest media owners in every market across the globe (except maybe for China). In South Africa, Facebook is approaching 18 million monthly active users…a third of our population. We can reach 8 million South African’s a day on Facebook. YouTube has almost 12 million monthly active South African users. This makes both of them bigger than the majority of “mass” media owners in SA. And before you all start saying that they only reach the top end, consider this…the SABC puts episodes of Skeem Saam, Generations and Uzalo onto YouTube after they run on-air (a ‘poor man’s’ Catch Up service if you will). Every episode is generating in excess of 200,000 views, some as many as 350,000. That is more viewers than the average episode of Carte Blanche!

Not only that, but with every click, comment, like and share, these platforms learn more and more about their consumers – and much of this data is available to us, as advertisers, to use and to help ensure that the right ads are seen by the right people. Looking to speak to people in the market to buy a new car? No problem! Wanting to sell gym equipment to cross fitters? Absolutely! Want to get households with gamers in Fourways to sign up for super-fast fibre to the home? Couldn’t be easier.

The plain and simple truth is that Facebook and Google HAVE taken over the world! Should we be worried? Maybe! But they have so much to offer us that, in my humble opinion, the benefits far outweigh the negatives…for now!

Emerald hosts first children’s ‘readathon’

Teaching children to read at an early age has multiple benefits and is the key to a child’s formal academic education. With this in mind Emerald Resort & Casino hosted their first ‘readathon’ on a very apt day – Youth Day.

“In 2017, Emerald Resort & Casino sponsored mini libraries at Vukuzakhe and Batloung Primary Schools in an effort to create a culture of reading amongst children, and continuing with the reading theme, we created our very first readathon challenge,” says Tanuja Gangabishun, Marketing Executive at Emerald Resort & Casino. “There are so many advantages for children that are able to read properly. What better day to  kick start this initiative than on Youth Day!”

There are many resources that describe the benefits of reading. Advantages are numerous and include improved neurological, psychological, social and linguistic aspects in the form of a richer vocabulary, correct grammar, improved writing, better spelling and more articulate oral communication.This challenge was aimed at local schools in the Sedibeng area. Each selected school put their three best readers forward to compete in three categories, namely, Junior Primary, Senior Primary and Secondary with the top three winners of each category winning educational prizes.

Invited schools  included Vukuzakhe, Batloung, Ntsele, Mqiniswa and Makapane Primary Schools, Ramolelle, Fundulwazi and Maxeke Secondary Schools and General Smuts and Prestigious High Schools.

“Many local schools lack a lot of resources, and it’s here where we feel we can add value to a child’s future. We enthusiastically support our local community and look forward to creating an annual event where young learners will be encouraged to participate,” concludes Tanuja.

Emerald Resort & Casino.

Tel:                              016 982 8000

Website                       www.emeraldcasino.co.za

Facebook:                   http://www.facebook.com/Emerald.Resort.Casino

Twitter:                        https://twitter.com/emerald_resort

LinkedIn:                     https://www.linkedin.com/company-beta/3105430/

Does your brand matter?

Does your brand matter? Jedd Cokayne, Business Unit Manager at The MediaShop asks some tough questions

More and more brands are finding it difficult to trade in this ever changing and difficult market we find ourselves in. The biggest challenge is remaining relevant to a core target market.

Consumers are becoming more and more fickle with very little brand loyalty, and with easy access to a vast amount of information at a click of a button, they’re able to do their own brand and product comparisons before consuming a product.

This leaves brands in a very precarious position where they not only have to remain relevant to their consumer but most importantly have to relook their business model and what they stand for in order to ensure they set themselves apart from their competitors. Brands need to be able to trade in tough economic environments but also have a little fun along the way.

Personally, I think it’s more about making stronger connections with the exact consumers a brand is trying to reach over a period of time rather than offering a unique product or service. Does your brand resonate with its core needs and desires? Pushing brands, products and services onto consumers without a core consumer insight has become a thing of the past – brands need to really connect with their consumers.

So as brands go through the process of reinventing themselves and developing their new Vision, Mission and Value statements that will determine their next 5 to 10 years of development, one area that brands often neglect before any of this is done is the Brand Purpose. Your brand purpose is the reason your brand exists, something you can offer your consumers that no one else can, and that becomes not only what your brand stands for but also a philosophy that the staff live by. It needs to be actionable and impact the lives of the very consumer you are trying to reach.

A key area that tends to be neglected when developing the brand purpose is the buy-in from internal staff, stakeholders and service providers, ensuring they are aligned and the ethos becomes part of their daily trading habits. It may sound very cliché but employees need to live the brand to fully understand the impact they have on the consumer’s lives. It needs to become part of the company’s DNA. This is a lengthy process and should not be taken lightly because to ignore this vital step is to inhibit your brand growth twofold.

Brands need to remain authentic – ask what it is that you do or offer that is better than your competitor and remain dedicated to that. Often this entails combining forces with like-minded brands that can offer and add-on service or product combined with yours that will lead to a competitor’s edge and enhance the brand stickiness in the eyes of the consumer. Often this co-existence will further develop the brand and its reputation as it is seen as progressive and forward thinking.

But often building your brand through its brand purpose is not enough. The brand stickiness is not complete…….

What we really want is to create a brand movement, create a brand experience that consumers are drawn toward and have an emotional connection with, that’s the real relevance. Brands are moving from offering traditional products and services to delightful engaging experiences and communicating your value in the market in a powerful way. By doing this, brands will develop a passionate and loyal customer base that will not only continue to use your brand but also become brand advocates, not something a lot of brands can boast in the current trading environment.

It is often not essential to create a movement to be successful if all the other elements fall into place but it sure does help in terms of encouraging rapid growth and adopting a creative thriving business!

Honour Fathers and celebrate at Emerald!

In celebration of honouring fathers and celebrating fatherhood, paternal bonds and the influence of fathers in society, Emerald Resort & Casino invite all Dads and their families to the Resort on 17 June 2018 – Father’s Day.

Breeze is serving up treats specially for Dad in the form of Daddy’s Treat, My Hero’s Chicken, For Dad with Love and, of course, their now famous Breeze Burgers. At the Hotel, Dad is in for a treat too; amongst other specialities and dishes, beef, slow roasted over a spit and a live ‘braai’ station with meats grilled to absolute perfection.

Bookings are essential at both venues!

Breeze Restaurant

Contact: 016 982 8643 or email yolandiv@emeraldcasino.co.za

 Emerald Hotel

Date and time: 17 June, 12h30 to 15h30

Costs: R260/adult and R130 for children under the age of 12

Contact: 016 982 8005 or email sales@emeraldcasino.co.za

For additional information and full menus please make use of the Emerald Resort & Casino Father’s Day webpage https://www.emeraldcasino.co.za/restaurants-and-bars/special-offers/father%E2%80%99s-day

To view these and other Resort promotions, events and more, visitors to Emerald Resort & Casino are encouraged to stay close to the Resort’s Facebook and Twitter pages, or guests can visit www.emeraldcasino.co.za for more information on any of the promotions mentioned here.

Emerald Resort & Casino is a licensed gambling venue. Winners know when to stop. Only persons over 18 are permitted to gamble. National Problem Gambling Counselling Toll Free Helpline 0800 006 008.

Emerald Resort & Casino.

Tel:                              016 982 8000

Website                       www.emeraldcasino.co.za

Facebook:                   http://www.facebook.com/Emerald.Resort.Casino

Twitter:                        https://twitter.com/emerald_resort

LinkedIn:                    https://www.linkedin.com/company-beta/3105430/

Clover launches first of its kind Whistling Chef meals!

Clover has just unveiled its latest mouth wateringly innovative offering in the Ready to Eat (RTE) category, complete with first-to-Africa FreshVacSeal™ packaging technology, under the Whistling Chef brand. The packaging technology allows consumers to enjoy a fresh meal with an extended shelf life. 

This latest range from Clover is completely unique as it’s the first time this packaging technology has been used in South Africa. The FreshVacSeal™ technology is a patent unique to Clover’s Whistling Chef range that guarantees freshness every time. The meals are preservative free, a source of calcium, colourant free and has protein from 9 amino acids.

The Whistling Chef is not just a clever brand name – these nutritious and delicious meals that offer family favourite recipes, actually whistle in the microwave when they’re perfectly heated! What’s more is that each meal undergoes ten quality checks, has an innovative ‘tray plate’ for easy eating and a first to market ‘no pierce’ film.Launched at Melrose Arch with the help of local celebs Pearl Thusi and Ntokozo Dlamini who lead an intrigued crowd to the tasty offerings, Clover’s latest products promise delicious convenience with quality ingredients.

“We know what a struggle it is for families, Moms who want to take the night off, and executives and students to rustle up a dinner that is nutritious, containing real, fresh ingredients that is ready in just a few minutes. It’s for this exact reason that we’ve created The Whistling Chef range,” says Marketing Manager at Clover Mone Gerryts. “Made with only the best and freshest ingredients, the Whistling Chef range contains real Clover cheese, milk, butter and cream to ensure a quality, preservative free product.”The Whistling Chef offering has launched with five initial variants including Creamy Macaroni & Cheese; Cottage Pie; Creamy Alfredo; Beef Lasagne and Spaghetti Bolognaise.

“Our RTE meals contain FreshVacSeal™ technology which means a pasteurised, longer shelf life,” says Mone. “And with the unique whistling packaging there’s no need to pierce the film on the meal either, your meal will literally whistle and let you know when it’s ready.The Whistling Chef range is completely Halaal, and has been developed by food technologists and specialists. It’s been available from the 14th May at select retailers and forecourts nationwide. The product’s fun pay off lines perfectly sums up the range’s appeal across target markets: ‘Working late again!’, ‘Mom’s night off!’ and ‘Cooking for one made fun!’.

“We’re so excited to release this new range into the market and initial feedback has been incredibly positive,” she says.

For more information follow the hashtag #TheWhistlingChef on social media platforms or visit us at these accounts: Twitter: @Whistling_Chef; Facebook: @cloverwhistlingchef; Instagram: @cloverwhistlingchef

Celebrate Soccer at Emerald’s Fan Zone!

Big screen, amazing football, good food and beverages and fans – what else would we require at a Soccer Fan Zone? Emerald Resort & Casino will be hosting their Soccer Fan Zone every Friday and Saturday for the duration of the tournament where fans can get together to view live matches on the big screen. “Major soccer events are one of those amazing occurrences that can make a grown man cry, leave a person breathless and unite a nation,” says Emerald Resort & Casino’s Marketing Executive Tanuja Gangabishun. “Even though South Africa is not competing, every fan still has their favourite team to support and we’re bringing it all together so that fans can celebrate their love of the game.”

Join soccer legends Jackie Ledwaba, Killer Mkhwanazi and Lucky Lekgwathi as they view the games, discuss the events and incidents and answer questions every Friday and Saturday for the entire duration of the tournament. The Resort will be providing loads of prizes, plenty of food and beverage specials, ample entertainment and photo opportunities with these soccer legends.

Sports Bar provides fans with TAB sports betting facilities which are open to World Cup betting.

“All the action starts on 14 June 2018 as we screen the live opening ceremony and the very first game as Russia takes on Saudi Arabia. We look forward to providing fans the perfect space to get close to, and be part of all the action,” concludes Tanuja.

To view these and other Resort promotions, events and more, visitors to Emerald Resort & Casino are encouraged to stay close to the Resort’s Facebook and Twitter pages, or guests can visit www.emeraldcasino.co.za for more information on any of the promotions mentioned here.

Emerald Resort & Casino is a licensed gambling venue. Winners know when to stop. Only persons over 18 are permitted to gamble. National Problem Gambling Counselling Toll Free Helpline 0800 006 008.

Emerald Resort & Casino.

Tel:                              016 982 8000

Website                       www.emeraldcasino.co.za

Facebook:                   http://www.facebook.com/Emerald.Resort.Casino

Twitter:                        https://twitter.com/emerald_resort

LinkedIn:                    https://www.linkedin.com/company-beta/3105430/

Unpacking the era of Influencer Marketing

 

Unpacking the era of Influencer Marketing by Ronel De Kock, Media Planner at The MediaShop

Influencer marketing is a form of communication which identifies individuals that have influence over potential buyers, then focuses marketing activities around these influencers – mainly online.

This kind of marketing uses the influence or reach that an individual has on social media to create awareness or hype around a particular brand. This can be very beneficial for brands as it captivates audiences by using individuals that consumers know and trust. As a result, marketers are finding influencer investments to be not only worthwhile but necessary. Marketers are also choosing to embrace turnkey providers such as Indahash or Webfluential for managing influencer marketing programmes as well as influencers themselves.

In the last few years, influencer marketing has grown exponentially, from being a mere tactic to being an important part of a company’s marketing budget. A study by Linqia found that 39% of marketers were planning to increase their influencer marketing budgets for 2018 and research shows that influencer marketing can provide a 960% return on investment making it an integral part of any marketing strategy.

Globally this marketing tool is being hailed as the next big thing in the marketing industry with one of the biggest advantages being authenticity. The desired target market is more receptive because it is coming from an ‘ordinary’ person they have an established social media relationship with, making the product placement seem more like a referral from a friend rather than an ad.

There are two main types of influencers, those being micro and macro influencers. The distinct difference between the two is that micro Influencers are ‘everyday’ people with less than 10,000 followers. A micro influencer will often ‘apply’ to become an influencer. Platforms such as Tribe and Takumi are communities of individuals who pride themselves on aesthetic social media accounts. These kinds of people usually have a good eye for photography and promoting content.

Macro Influencers are the famous household names. These kinds of people are often celebrities who have tens of thousands or even millions of followers. They are approached by a brand to feature their product or service on their social media profiles, with a contextual caption mentioning the brand.

By using macro influencers, a brand is positioned in front of millions of people. It’s great for visibility and awareness.In a world of DStv catch ups and Netflix where people are actively avoiding ads, influencers fill the gap by speaking to a target market in a way that exposes them to your product that they can relate to without it feeling like an ad. At the end of the day, influencer marketing provides brands with a new age form of word of mouth.

So, now you know the difference, let’s go through the pros and cons of both. These are important to know, especially if your brand only has time (and/or budget) for one.

The Pros of Micro Influencers

They’re authentic: micro influencers work in a similar way to word of mouth – when they share a photo on Instagram of them enjoying a nutribar snack after a workout, you don’t question it (even if their photos are sometimes a little staged).

It’s often easier to believe that a micro influencer has actually bought or used a featured product. They tell you the nutribar is delicious and it’s high in protein, so you make a mental note of the brand.

This kind of authenticity attracts engagement, awareness and brand recall. So, the next time you go to buy a snack, you remember that extra yummy brand name you saw on Instagram (it looked so good!). It’s cost effective and more affordable than macro influencers.

Not all of the available influencer platforms give the brand rights to use the content thereafter. Takumi, for example, gives the brand full rights to usage after the photo has been posted. Other platforms like Tribe, charge the brand an additional fee to keep and use the image in other forms of marketing.

A micro influencer campaign is easy to execute and easy to use, while free online platforms such as Takumi.com and Tribegroup.com enable in-house marketers to take the lead.

The Cons of Micro Influencers

Capped visibility and reach – micro influencers obviously don’t have the vast followings of macro influencers, and with most influencer platforms setting a 10k follower limit, the visibility and reach of content is capped.

That isn’t to say this kind of content isn’t engaging – HubSpot reports that micro influencers, on average, receive 0.10% higher engagement rates than macro influencers.

Brands have less control over a micro influencer’s output. Often, the way influencer platforms work is that brands submit a brief stating what product needs to be featured, some information about the product and a general sense of how it should be represented. For example, an organic makeup brand might write a brief which explains why their product should never be shown in an environment of bold and brash colours or plastic materials. They may instead state all photographs must be taken in natural light, outdoors and must only feature neutral colours.

However, once this brief is written up, approved and sent to micro that’s it. The power is out of the brand’s hands. They often have little control over outputs. A micro influencer is trusted to post a quality piece of content, without any form of sign off from the client.

In many cases, you put your trust in the quality of influencers recruited by an influencer platform and ‘get what you’re given’.

ROI is often hard to prove. Performing a micro influencer campaign can be great for getting your product in front of lots of different people – but while visibility, reach and engagement can all be easily measured and reported on, it can be somewhat harder to directly attribute influencer engagement to direct sales. This is because influencer posts are great for driving awareness, but not at directing site traffic – especially as Instagram doesn’t allow links to be posted in captions.

The Pros of Macro Influencers

Brands have more control when running a macro influencer campaign. They can often choose the exact celebrity and give them precise instructions on what to post, meaning the outcome can be almost predicted.

This control also enables brands to build a stigma or reputation around their product – for example, a cast member of Made in Chelsea may support the ‘luxury’ representation of a product, whereas an Olympian may support strong, robust and professional connotations.

However, this can go wrong – take BooTea for example. The diet brand asked Scott Disick to feature their product on his Instagram (see below caption).

 

A campaign that results in something like this can shatter a brands’ authenticity.

ROI in a macro influencer campaign is often easy to define, well, easier to define than that of a micro campaign, at least. This is because many brands will set up a unique offer code for a macro influencer campaign. The influencer will then post this along with their content. This makes it easier to attribute sales to a precise post or macro campaign as brands can easily track how many times an offer code was used online.

The Cons of Macro Influencers

People don’t believe or trust macro influencers as product placement is often obvious, and not very authentic.

People can see through a devised Instagram post, and therefore trust the content less. While this kind of marketing is great for reach and awareness, people often don’t trust that the influencer really uses the product.

Macro influencer campaigns are more expensive. These celebrities will also generally require much higher payments than micro influencers.

One piece of content from a celebrity influencer could cost you an astronomical amount, depending on their status and follower count. If you’re thinking of getting the Kardashians involved, you better have a worthy budget knocking about. Believe it or not, these endorsements now make up around 25% of the Kardashians’ income, demonstrating just how expensive they can be.

Although their audiences might be bigger, and your content will therefore see a much higher reach, you may also be able to get a lot more out of lots of single posts with micro influencers, as opposed to one expensive macro influencer post.

Macro influencer campaigns are a little harder to execute as they’ll often take longer to organize, and may require a PR agency. Getting hold of a celebrity or their manager is one thing, but standing out amongst many other requests, is another.

Celebrities can also be picky with which brands they endorse, so demonstrating how your product will raise their profile and personal brand is also important.

So, which one should you go with? Both macro and micro influencer campaigns have their pros and cons, but in most instances, I’d choose a micro campaign. Authenticity is so important – Millennials, in particular, crave it.

If your budget allows, it is recommended to trial both a micro and macro influencer campaign, starting with micro to elicit a response. Report on which does better in order to develop your future strategy. Assess your KPIs and choose accordingly.