July 1, 2020
Why it’s st*pid to think you only need 20 influencers?

We’ve all seen case studies…

Brand X activated 20 influencers for their Prime Day Campaign!

Company Y had 10 influencers talk about their new product launch!

Brand Z’s new app takes social media by storm with 15 influencers raving about them!!!!

 

Yes, working with influencers to spread your word is great! In this day and age, you cannot be in marketing or growth without dabbling with a least SOME influencer marketing. 

After all, influencer marketing, in its essence, is but good ol’ word of mouth, in digital form. 

 BUT, we have also heard SO many marketers getting burnt by “influencer marketing”. 

SO, why the discrepancy?

 

If you don’t know by now, we are quite nerdy at Popcorn Growth. 

SO—basically, we know that most things in the world follow a normal distribution curve (Thank you Prof Lewis in Stats101!) 

 

When you activate 10 influencers for a campaign, there are 3 possible outcomes:

<maybe 10="" your="" influencers="" happened="" to="" be="" the="" top="" quartile=""> </maybe>

  1. JACKPOT!! –ok sorry, not statistically significant. Can this outperformance be repeated over time? 

<put 10="" the="" data="" points="" everywhere="" across="" distribution=""></put>

  1. Meh—ok sorry, also not statistically significant. It honestly says nothing.

 

<put 10="" the="" data="" points="" in="" bottom="" quartile=""></put>

  1. FLOP!—ok sorry, but it doesn’t mean it is definitely a flop. You could have just gone unlucky. 

The sad truth is, results of most influencer marketing campaigns are arbitrary because 10 to 20 influencers are NOT a good sample size for statistically significant conclusions.  

The silver lining  is, influencer marketing works. The key is in using data to guide us. 

In God we trust. All others must bring data.

We want to consistently find people who fall here.  

 

The goal is to eventually be able to scale your influencer program to hundreds and thousands (yes, we said thousands) of influencers who fall in the first quartile….

 

As the Chinese saying goes, journey of a single mile starts with a simple step…and the first step is…. 

YOU GOT IT! Work with MORE influencers than what you have been conditioned to think is sufficient! 

https://www.surveysystem.com/sscalc.htm play around with it to see 

*assume your TAM is 10mm people

 

NOW, you’re thinking…. Ok… 384…. How do I DO THAT? Is it possible?? 

Well, book a call with Popcorn Growth to find out! 

 

BTW, contrary to popular belief, you cant find the top quartile influencers based on some generic metric like number of followers, demographics, interests, engagement rate. That’s what influencer agencies will sell you. But if it was that simple, Popcorn Growth would not be in business. 

What we want to do is to find the influencers in the top quartile for your brand. (We’ll write a post detailing how we go about doing this. Stay tuned! If you can’t wait, just email or call us!)

 




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