The Influencer Marketing Barometer | Software Special
The Influencer Marketing Barometer | Hotels Special
As influencer content grows in stature within the marketing mix of the biggest brands in the world, in this special feature, using our ratings system for such content, we review three influencer videos and assesses the reasons behind their social performance.
It goes without saying that technology is making our lives simpler, opening up more opportunities and shifting societal pillars to give everyone a fairer shot at success. For this review, we wanted to focus on a small selection of the tech brands that have reshaped our society and how they’ve used the power of influence to attract customers. These three brands — PayPal, Dropbox and Squarespace — have used different types of influencers in their strategies, with micro, macro and even a brand being used to highlight their products. But they, shared technique of focusing on their story, rather than directly advertising the product.
Paypal – Joel Dommett Arctic Adventure
Total Score: 48%
ROI (for every £ spent): 5/1
This PayPal video takes you through the motions of humour, curiosity and pretty large waves of envy as you watch popular comedian, Joel Dommett, embrace the adventures that PayPal could take you on. For those new to Joel, he’s a macro influencer who quite literally rose to fame after coming second on ‘I’m a Celebrity… Get Me Out Of Here!’ in 2016. While the fast-paced production of this video is highly suggestive that it’s an ad, the use of popular vlogging techniques makes this video just as attention-grabbing as any top travel video on YouTube.
Over 215K viewers on YouTube have watched Joel make his way to the Arctic on eight different modes of transport, challenged by UniLad — with all transactions made via PayPal. From riding on a snowmobile with a dog on his lap to flying in a helicopter, this tongue-in-cheek, prankster-style video highlighted a whole range of perks that PayPal can offer.
While the creative side of this video is high quality, the biggest downfall for us was the low level of engagement. This can mostly be blamed on the fact that PayPal turned off the comments on the video, which is never a great idea.
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Pippa Moyle is a content creator here at REDPILL.
Creative – Scores videos across five sub-categories: originality, on brand, creativity, craft and shareability (awarding a maximum of 20% for each, with the sum producing a rating out of 100%).
Exposure – RED_TECH benchmarks video views for similar content on the influencer’s channel and measures over-performance against it. Trending content will score higher exposure.
Engagement – Calculated by dividing total engagements by total views, then measuring it against the average engagement rate for the content category to quantify it as a percentage.
Cross-Platform – Analyses the organic success of a video outside of YouTube through shares, referrals and embeds.
Total Score – Average across all four categories above.
Estimated ROI – Estimated by assessing the overall performance across the four categories, industry ROI benchmarks and the influencer’s average fees.
REDPILL specialise in creating shareable branded content, delivering strategy, creative, production, influencer marketing and organic distribution, all under one roof. If you would like to see what we can do for you, please get in touch.