The document discusses the rise of influencers and how consumers, especially millennials, increasingly trust recommendations from friends and social media influencers over traditional advertising. It notes that 92% of global consumers trust user-generated content and word-of-mouth recommendations more than advertising. The document then segments different types of influencers based on their reach and resonance, from high-touch micro-influencers to low-touch mega-influencers. Finally, it provides statistics on the size and user demographics of popular social media platforms like Pinterest, Vine, YouTube, and Snapchat that are leveraged by influencer marketing.

1. What’s the big deal about
INFLUENCERS?
@tapinfluence @hollyhamann

2. We Trust
People, Not Logos
92% of global consumers trust
UGC and WOM more than
advertising
Source: Nielsen

3. And this is only going to get More
Important
#1 source of information
for Millennials are
“close friends”
of Millennials
do NOT like
advertising 84%
RESOURCES
Source: The McCarthy Group, 2014

4. Online Community
Is a Noisy, Crowded Place
1500 Pieces of content are “due”
to each Facebook user each
time they log-in, on average
Source: Facebook exec interview, 2013

5. THE NEW INFLUENCERS

6. Content Creators Come in All Shapes and Sizes
CELEBRITY
STATUS
QUALITY
CONTENT CREATORS
BUZZ BUILDERS &
PROMOTERS
ADVOCATES &
EMPLOYEES
REACH RESONANCE

7. Segmenting influencers
HIGH TOUCH
The Face The Connector The Creative
REACH RESONANCE
The Megaphone
The Reporter
The Designer
The Neighbor The Defender
LOW TOUCH

8. 8

9. 70 Million users 80% of Pinterest
users are women
Pinterest accounts
for 25 percent of
retail referral traffic.
Customers spend more money when
they convert from a Pinterest referral
than any other social referral. Average
order value for a Pinterest conversion is
$80.54.
Over 80% of pins are
re-pins, which speaks
to Pinterest’s virality.
49% of Pinterest
users use it instead
of browsing catalogs.
94% of all
Pinterest activity
is from women

10. 10

11. 11

12. 40 Million users
5 vines are
tweeted every
second
3 of the 5 most re-tweeted Vines
ever are by musicians.
A branded Vine video is
four-times more likely
to be seen than a
regular branded video.
It Would Take You 8 Years
to Watch a Vine Video
From Every User
Videos will be 55%
of all internet
traffic by 2016

13. Vine

14. 14

15. Pinterest

16. More than 1 billion unique users
visit YouTube each month
100 hours of video are
uploaded to YouTube
every minute
4 billion video views per day.
According to Nielsen,
YouTube reaches more US
adults ages 18-34 than any
cable network.
6 billion hours of video watched per
month.
40% of YouTube
traffic is from a
mobile device.

17. 17
Makes estimated $5.4m annually from brand ads

18. 18
Haulers

19. 19
Sneakerheads
Forbes recently estimated
that sneakerheads
represent about 5% of the
$22 billion retail sneaker
market in the U.S. That's
good for roughly $1.1
billion.

20. 20

21. 21

22. 100 Million active
users 71% of users are
under 25 years
old
58% of college students
would likely purchase a
product from a brand that
send them a Snapchat
coupon..
700 million photos and
videos per day.

23. THANK YOU!
QUESTIONS?
@hollyhamann