Whether you are a celebrity, mom blogger or influencer wouldn't it be nice to get #paid for your work. In this episode I'm talking to Adam Rivietz, the CSO and co-founder of #paid, an influencer marketing platform for authentic brand collaborations.  We're talking about the evolution of online marketing vs traditional marketing strategies and how big companies are starting to spend their money.

A recent study from Neilson Media Lab finds that influencer marketing is more powerful than marketers initially thought. I wanted to share with you an article that perfectly accompanies this podcast. It was written by Richard Wong, VP of Marketing and Creator Relations at #paid. I'd love to hear your thoughts on this and what his colleague Adam have to say about the rise of influencers.

TV may affect the brain, but influencer marketing affects the heart. Social media influencer content effectively drives engagement, consideration, and purchase intent. TV effectively drives brand awareness.
Written by: Richard Wong

Marketing and advertising have evolved in many ways over the past decade particularly with the ways we consume media, most notably social media. The advent of social media has ushered in a new wave of creators—the talented individuals who have showcased their creativity and developed a following around their content. Enter influencer marketing—one of the fastest growing segments of marketing—a new and exciting way to bring your brand to life. The big question that always remains is:

“How do I measure the impact of my marketing programs?”

The #paid team decided to tackle this challenge by working with the team at Nielsen Consumer Insights on a Marketing Effectiveness study to better understand the consumer impact of the branded influencer marketing materials, specifically reviewing the creative campaign of a major food and beverage brands. To accomplish this, Nielsen conducted an online study to:
●Evaluate the effectiveness of influencer marketing on key brand KPIs (recall, affinity, etc.)
●Assess the attributes associated with each piece of content (unique, credible, cool, etc.)
●Determine the impact of influencer marketing on future purchase decisions
As a basis of comparison, the team wanted to establish a benchmark against the primary channel for brand-based marketing—video advertising/TV commercials—by using a pre/post exposure methodology, often used by Nielsen Media Lab. The published study can be found on the #paid website.
The results were surprising, but insightful into the ways consumers view these different types of content. The research showed that video advertising performed extremely well on brand recall and driving brand awareness; however, social media content drove stronger brand perception shifts and content quality was viewed as equivalent or greater than the traditional video ad. So what does that mean for influencer marketing? These are some of the major takeaways from the study:

1.Influencer marketing and TV work in complementary ways:
Many marketers view these two investments as an“either/or", essentially creating a divide between the two channels. In the end, the research revealed the various impacts of marketing, and how they actually work best simultaneously.When consumers see a TV ad, they see the brand logo, the product shot, the key claims, and tagline.

Catchy jingles can get stuck in people’s minds. All of this works well to get people to notice and remember a brand, but this is only the first step within the path to purchase.Influencer marketing takes this a step further by integrating products into the creators’ lives that consumers seek inspiration from and relate to. In short, creators make products highly relatable and desirable. These attributes have been shown to increase consideration and...