Carusele

Carusele, a leading influencer marketing agency, today announced its new “TrueViews Algorithm,” a new methodology for estimating actual reach from influencer campaigns for consumer brands and retailers. We’ve taken the data we get from our programs, plus published research, plus reams of data from our sister company Ignite Social Media and created this predictive algorithm.” During the proposal development process, Carusele strategists are able to use the algorithm to inform different strategic choices within the same client budget. ” Carusele’s ability to optimize influencer marketing and maximize true views comes from their unique approach, combining the power of influencer marketing, content marketing, and paid media to develop meaningful campaigns that deliver guaranteed results for major consumer brands and retailers. Carusele, which won the 2017 Small Agency of the Year Award at the Shorty Awards, utilizes a hand-crafted network of over 7,500 content producers to produce premium influencer campaigns for leading brands and retailers.

We’ll see more brands recognizing that significant and measurable business results come from conducting campaigns with targeted and authentic micro-influencers (rather than As brands will devote more of their marketing dollars to influencer led campaigns, these larger budgets will mean more campaigns and more influencers being employed. We expect to see an uptick in brands and consumers reaping the benefits from good native advertising and influencer campaigns - more and more, regular people will inspire others to use a product, they’ll see new ways to use it that are exciting, brands will develop ambassador relationships with influencers, and consumers will come to prefer and potentially rely on the recommendations of people that they trust more than brands themselves. Those who understand that organic reach is not an end, but a means to an end, will save more than 50% on their boosting budgets Overall, we believe that influencer marketing will continue to gain momentum as small and large brands alike recognize it is not only a cost-effective way to communicate with their customers, but also a uniquely targeted method that delivers their branded content to audiences that have been difficult to reach.

FTC oversight of influencer marketing has been getting a lot of attention recently following two letters from four groups (Public Citizen, Commercial Alert, the Campaign for a Commercial-Free Childhood and the Centre for Digital Democracy) that listed 150 examples of influencers who advertised a product without disclosure of their relationship with the company. The recent FTC endorsement guidelines for social media suggest that hashtags like #ad, #sponsored and #advertisement are sufficient, but abbreviations like #spon or #sp aren’t, due to the potential that consumers might not understand them. Ultimately, the goal of the FTC’s endorsement guidelines is to ensure that consumers are informed that something is a sponsored endorsement and there are many ways in which advertisers and companies can achieve that goal. Influencers should ensure their disclosures are obvious and simple to understand, regardless of the format of the endorsement, and we’ll continue to check every piece of content we commission to make sure all the FTC guidelines are being met.

And a lot of the time paid reach has overtaken it: paid posts on Facebook now reach more than five times as many people as organic posts, for example. Our influencer marketing model utilizes organic reach and engagement to identify the pieces of content that show the most promise. In essence, we use organic reach to A/B test our content in the wild before posts are distributed on a larger scale and have media budget applied. Boosting bad content costs two to four times more per impression (or per engagement) than posting good content, so there’s a real financial benefit to letting organic reach tell you what’s going to work best.