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If Instagram Likes Go Away, It’s the Beginning of the End for Influencers

Late last week, a TechCrunch story made the rounds on Twitter that Instagram was considering removing the likes count from organic feed posts. Jane Manchun Wong shared screen shots that indicated she was part of a test that was evaluating this concept.

Per the screen shot, Instagram said: “We want your followers to focus on what you share, not how many likes your posts get.”

That sounds benevolent, and it aligns with all of the studies that suggest social media is stressing people out. But as is seemingly the case with everything else involving Facebook/Instagram changes, the ulterior motive probably boils down to one thing.

Money.

Consider this: The first thing any marketer looks at when evaluating an Instagram post, feed or influencer is engagement rate, a quick measurement of how many people, as a percentage of a feed’s overall following, like or comment on a post. If you can’t tell who’s got engagement and who doesn’t, it makes working with an influencer far less appealing. 

It also becomes more likely that spends once earmarked for influencers will instead become direct ad buys with the platform itself.  Measuring the true ROI of influencer marketing is hard enough. Removing critical data from the equation would only exacerbate this problem.

Estimates say the Instagram Influencer industry is already worth $2-5 billion annually, and will become a $10 billion industry by 2020. Facebook currently doesn’t see a dime of that market. But a major change to Instagram’s platform like this would quickly derail this growth and presumably start to redirect these spends to Zuckerberg’s coffers instead. 

If like counts do go away, what becomes of Instagram Influencers? If they’re not already looking to conquer new territory, they should be. Short-from video sharing network TikTok is probably the most obvious landing spot, and Facebook recently launched “Lasso,” a TikTok competitor. Anyone who’s serious about being an influencer has a vested interest in skating to where the puck is going to be, and taking their followers with them.

The question is, will Instagram take this drastic step? I think they’ll keep it in their back pocket for a while. But it feels inevitable.

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Advertising Analytics Brand Marketing Branding Conferences Digital Marketing Influencers Instagram Internet Marketing ROI Social Media Uncategorized

Speaking on Instagram Influencers at Digital Summit Phoenix this week

I’m looking forward to speaking Tuesday morning at Digital Summit Phoenix, where I’ll present on Instagram Influencers. I’ll share research and insights from Instagram Influencers about how they like to work with brands, and teach you how to spot fake followings.

For more details, check out the session description below.

Need a speaker at your next digital marketing conference? Let’s chat.


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Advertising Analytics Brand Marketing Branding Digital Marketing E-Commerce Internet Marketing Mobile Social Media Technology Uncategorized

Burger King’s unique Location-Based #WhopperDetour promotion gives customers a reason to download app

Burger King made news this week by offering up its iconic Whopper sandwich for just one cent on their mobile app. It’s an incredible deal. 

The catch is, you can only get this deal once, and you can only get it at… McDonalds???

In a clever technology/PR stunt, Burger King’s #WhopperDetour promotion geofenced about 14,000 McDonalds locations in the U.S. inside its mobile app. When users get to within 600 feet of a McDonalds, they can activate the one-cent promotion in the Burger King app, then head to the nearest BK to get the deal.

I’m not a big fast food guy myself, but I am fascinated by mobile marketing, and it was a unique promotion that leveraged technology. So I downloaded the Burger King app and tried it out this week to see how seamless the experience would be. And hey, can you argue with a $0.01 Whopper? 

I did a little research in Google Maps to find a Burger King that was near a McDonalds in Las Vegas, and found one about 5 minutes away from me. So I made the drive to Micky Ds.

As I pulled up next door, I re-opened the app and clicked on the promotion. It immediately confirmed that I’d unlocked my #WhopperDetour deal, and then provided me with a link to navigate to a nearby Burger King. 

So far, so good! It then asked whether I wanted Drive-Thru, Dine-In or Take Out. After that, I started to make my order, and grabbed my $0.01 Whopper, and added some chicken tenders and a drink. Total cost: $2.49. Not too shabby.

Except the kicker was coming, and I assumed it would be around the corner: Burger King wanted my data. This was not entirely surprising, but as a new user of the app who downloaded it just a few minutes ago, I will say, it almost caused me to abandon ship. 

After all, why not just have a Big Mac here instead? I’m already 600 feet from McDonalds…

Quite frankly, this is where the promotion may backfire for Burger King. Some people just aren’t willing to give away their data in exchange for a “free” Whopper. The marketer in me was willing to do it to evaluate the promotion, but otherwise, I would have likely just hit the road, or enjoyed a full-price Big Mac and called it a day.

So I started the sign-up process, and hey, there’s a Facebook Connect option. One click. Let’s try that.

Not so fast!

Facebook wouldn’t log me in. So I had to sign up, with a name, email, zip code, password and my credit card info on the next screen. 

(Apparently you can’t just drop a penny on the counter for your Whopper. I had one ready to go.)

Finally, I was able to complete my order. 

Time to drive to Burger King! 

The restaurant I’d picked was about 5 minutes away. The app gives you a direct link to Apple Maps to get you turn-by-turn directions to the store. Nice and easy. Well done, BK.

The app also gives you an hour to go complete the mission, and there’s a countdown clock in the bottom of the screen to let you know how much time you’ve got left to cash in on the deal.

When you get to Burger King, you check in with the red button, which charges your card and lets the store know you’re actually going to pick up your meal.

As I walked in the store, I hit the button, and seconds later, a receipt automatically printed at the counter. 

My app confirmed on screen that Order 86 was being prepared. “We’re preparing your order now. Please give your name to a BK Staff member and let them know you placed a mobile order.”

I told them I had ordered on the app, and the cashier told me it would be a few minutes.

Finally, mission accomplished.

Overall, it’s a clever promotion, and it certainly generated plenty of media attention. It got me to download the app out of curiosity, and spend $2.49 for a quick meal. The location aspect of the promotion worked seamlessly, but the logistics of setting up an account in the app slowed the process down quite a bit, and as I said earlier, almost made me abandon the whole thing, and even made me consider eating at their competitor’s store.

While I appreciate their desire for data collection, in this case, it may have been more effective to just allow customers to claim the deal, and pay however they wanted to when they get to Burger King.

The promotion ends on December 12, and apparently, you can only cash in on it once. According to CNN, 50,000 people have already redeemed the promotion. 

While it’s a little wonky from an execution standpoint, it got people talking about Burger King this week, and it gave customers a reason to download their app, which is not easy to do. Mobile apps have to solve problems and complete tasks to earn a spot on consumer’s home screen.

At least for one day, Burger King got their app on my phone. That’s half the battle.

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Interview: Bring your traditional brand into the digital world

I did this interview in 2015 at the DMA Conference in Boston about making traditional brands stand out in a digital world, and much of what I talked about here still resonates today.

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Media Masters #9 – Alex Restrepo – New Orleans Saints and Snapchat

I’ll admit, I wasn’t sold on Snapchat as a marketing channel for sports, or anyone else, for that matter. But after talking to Alex Restrepo, Social Media Manager for the New Orleans Saints, he may have changed my mind.

If nothing else, it’s probably worth giving a try. We had a long conversation about how the Saints use Snapchat to share content with their fans.

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