In recent years, domestic Internet celebrities have developed rapidly. Overseas “Internet celebrity marketing” has developed earlier than ours, and the industry chain is very mature. Therefore, overseas Internet celebrities have developed very early. For example, in the North American market, Internet celebrity marketing can even be traced back to before 2007. There are also many companies that engage in cross-border sales that use overseas Internet celebrities as a cost-effective way to market and expand their customers.
However, the development of the overseas Internet celebrity industry chain is different from that in China. Domestic Internet celebrities only emphasize popularity, while foreign Internet celebrities emphasize matching. Therefore, Internet celebrities in many professional fields are very popular, and the development of Internet celebrities is also healthier. Everyone will chase some Internet celebrities in their own fields, instead of chasing popularity for educational purposes.
So, when we are looking for cooperation with overseas Internet celebrities, the first principle should be to look at the degree of matching, not popularity. Follow the domestic rules to check the popularity and then contact the Internet celebrity. They will probably ignore you because the match between you and them is too low, which will damage the professionalism of their content.
Overseas, Internet celebrities are divided into types, rather than generalized like us. Generally speaking, Internet celebrities can be divided into traffic Internet celebrities, original Internet celebrities and marketing Internet celebrities. Each type of Internet celebrity focuses on different things, and their areas of expertise are also different. Generally speaking, they emphasize their professionalism rather than taking over all the work. So, what are the characteristics of these three types of Internet celebrities?
?Traffic Internet celebrities: Generally speaking, this type of people refers to some public figures in real society, or social figures with strong appeal. Their accounts usually have a lot of real fans, with high stickiness and strong credibility. However, the promotion costs of such people are usually higher, and they are more suitable for sellers who want to make long-term plans and work hard to build their own brand effect.
Original Internet celebrities: These Internet celebrities are usually opinion leaders or trend leaders in a certain field online. They are a type of Internet celebrity with a relatively large number of fans. In their professional fields Lingcheng has the absolute right to speak, is accepted and trusted by the fan group, and can have a great influence on the behavior of the fan group, and can even directly promote the fan’s purchase decision.
? Marketing Internet celebrities: The characteristic of this type of Internet celebrities is that they may not be fighting alone, but a studio maintaining an Internet celebrity account. Their accounts do not have any original content. They may be more about sharing the use of products and simply analyzing the product usage experience to influence customers’ purchases. They will also participate more in various discussions and leave messages under various girls to achieve advertising effects by driving topics.
As a relatively new marketing method, influencer marketing can be used as an effective means for sellers to break sales deadlocks or clear inventory, and is widely used. If used properly, it can often bring unexpected surprises to sellers.
However, it must be said that foreign Internet celebrities attach great importance to the issue of matching. As mentioned earlier, every internet celebrity has a lot of experience in their professional field. Therefore, unlike our domestic Internet celebrity marketing method of “the number of fans is king”, overseas Internet celebrities are more interested in the product and its matching. You will not see a clothing Internet celebrity promoting a certain food. You won’t see a bedding internet celebrity promoting clothing. If so, it is definitely not a professional internet celebrity, even a marketing internet celebrity. They will only promote it from their professional marketing perspective, rather than doing some hard advertising. Sellers must first find the type of internet celebrity that is in tune with themselves, so that your products can be in tune with the fans of this internet celebrity, and they are you. customer of. Therefore, sellers must determine the age composition, geographical composition, habit composition, and hobby composition of Internet celebrity fans to achieve more precise marketing results. So, how should Internet celebrity promotion be done?
First, we must set clear goals and understand what we want. Are we doing this promotion to increase brand influence, to launch/promote new products, or because we need crisis public relations. The setting of this goal determines the direction of our operations and the type of influencers we need. It is the cornerstone of our entire event planning
Second, set the needs and budget of the marketing plan based on the daily target. Find well-matched influencers in specific areas where we can play, match them, and then communicate.
Third, the proposal of creative solutions. We need to discuss with Internet celebrities to come up with creative solutions and find a set of solutions that are most suitable for us and can meet the basic conditions for Internet celebrities to post and our basic needs.
Fourth, action execution. Propose our plan according to the settings and execute it. The plan should be detailed and operable. It should include controllable target values such as specific launch time, website reply, etc., and even include the target platforms we need to launch on, such as Facebook. , Twitter, Instgram, Pinterest, Snapchat and more.
Fifth, data monitoring. Based on the delivery situation, monitor the data in real time and make rectification requests or additional delivery plans. If any problems are found during the delivery process, be sure to raise them in time. If necessary, you can even suspend the entire delivery plan.
The above is a basic strategy for Internet celebrity placement. I hope everyone can understand it. Internet celebrities spend real money, so I hope everyone will choose carefully and not be too hasty.