Mar 12, 2018
The science behind the search for the 2018 ‘Kids’ Choice Awards’ influencer talent.
Finding the right social influencer to promote a brand is a lot like online dating. You have to sort through lots of profiles to find the perfect match.
So when Nickelodeon’s social activation team casts influencers to promote the Kids’ Choice Awards and its sponsors, there are lots of considerations. From advertiser goals and the target demographic, to tone of the campaign and size of the audience.
“It’s a bit of art and a bit of science,” says Tim McCormack, Nickelodeon’s vice president of social activation.
Finding an influencer isn’t a matter of hiring the person with the most followers. It’s choosing the ones that appeal to a brand’s intended demographic. They also can’t work with a competitor. “Influencer marketing is its own discipline. It has to be collaborative—a merging of content along with business,” says Evy Wilkins, vice president of account based marketing at Traackr, an influencer management platform.
Influencers hired by Nickelodeon have two things in common: They are family-friendly and on-brand. The influencers hired for this year’s KCAs(which air on March 24) have millions of subscribers on their social channels but they each attract slightly different audiences: the Slyfox familyposts uplifting videos featuring parents Hannah and Andrew and their kids Jaedyn and Caspian, while Devin Graham a.k.a, Devinsupertramp, is an extreme sports enthusiast who records himself bungee jumping and barefoot waterskiing. The former Dance Moms reality star-turned-Nickelodeon talent, JoJo Siwa will also post to her more than 21 million fans.
Social influencers are known for their ability to attract the trust and attention of an organic audience on social media. Some document their lives, being sure to plug the brands of clothing they wear or the restaurants they frequent, while others film themselves unwrapping toys or testing video games. The most popular influencers have millions of followers—who comment frequently and buy the products mentioned. Companies realized they could hire influencers to promote their products and an industry was born. Viacom recently purchased influencer marketing firm Whosay in an effort to bolster social influencer marketing across brands.
“It’s been in the last five years that brands are catching on to the power of influencers,” says Bryn Caruso, vice president of sales at Julius an influencer discovery, management, and analytics platform. “It’s still in its infancy.”