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Influencer Marketing: The Latest Weapon in the Battle for Eyeballs

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Influencer marketing is having its moment.

Whether it’s a tagged pair of shoes in an Instagram post, or an “unboxing” video on Snapchat, brands are fighting hard to get their products into the hands of social media celebs who can move the needle on their sales numbers.

The Rise of Influencer Marketing

According to Influencer Marketing Hub, over one-third of marketers have a standalone budget for influencers in 2017.

It’s easy to see the appeal as influencer marketing can deliver 11 times higher ROI than traditional brand marketing. As influencer–brand partnerships begin to reach mass adoption, what metrics should markets be looking at? Today’s infographic is good primer on the state of influencer marketing.

Influencer Marketing Infographic

At first glance, influencer marketing sounds like a strange concept, but it’s a natural evolution of content marketing over social media platforms. To understand influencer marketing, it helps if we step back and look at the big picture of how content marketing actually works.

Content Marketing: Fighting for Feed Space

Most social media platforms have the same format – content posted by people is arranged into a customized “feed” for you to consume. Content marketing is simply the process of getting users to follow your brand on platforms so your content appears in their feeds.

In the earlier days of social media marketing, people were more actively seeking out accounts to follow, including brand accounts. Today though, many platforms have hit a growth plateau, so unless your brand already has a large, engaged audience, it can tough to gain any traction. To add a layer of difficulty, many platforms (particularly in the Facebook ecosystem) now restrict the reach of brand accounts in an effort to get them to spend money on advertising.

In short, reaching people (including your opt-in audience) is much harder than it used to be.

The Human Connection

The algorithms that rank posts in your feed are looking for something specific: engagement. And let’s face it, a brand posting about their product is not going to be as exciting as a well-connected personality showcasing their life. It’s the latter example that shows up first in social feeds, and that’s one major benefit to working with an influencer.

As well, peer opinion is a powerful force in purchase decisions. If a content creator is truly influential, they can provide a massive boost to a brand’s profile that would be very difficult to manufacture through other marketing methods.

We see these creators as partners of the brand helping us to build deeper connections with the young millennials who look up to them.

– Obioma Enyia, Head of Brand Marketing at PepsiCo

Demographic Bundling

Smart marketers are always looking for ways to target the right demographics to maximize the efficiency of their spend. Because influencers already have a measurable and observable audience, you can hone in on a specific type of consumer. If you find similar influencers in other regions, you can scale out a campaign in a very effective way.

Bigger brand are often looking for macro impact, and shell out big bucks to work with top tier celebrity influencers, but brands can take a more grassroots approach and partner with content creators at the city or even neighborhood level (often for a fraction of the spend). This is referred to as “micro-influence”, and is a fast-growing segment of influencer marketing.

How Does Compensation Work?

Compensation can take a few forms, but many influencers work on a pay-per-post basis. Experienced influencers will often be happy to receive compensation through referrals, particularly on platforms that have e-commerce integration.

influencer compensation chart pricing

How Do You Measure This Stuff?

Measuring the effectiveness of a campaign always comes down to sales in the end, but an influencer’s contribution to that can take different forms. Some brands are simply looking to align their brand with a “cool personality” who fits with their target audience. Other times, it will make sense to work with people who can drive traffic – and ultimately conversions – to their shopping cart.

influencer marketing measuring success chart

Industry Pushback

Many agencies are skeptical of the influencer marketing trend.

Since there is no industry standard for reporting results, and because certain platforms (e.g. Snapchat) offer scant analytics, it can be tough to calculate ROI or trust the numbers in post-campaign reports.

I have very strong opinions about micro-influencers. It’s basically the biggest scam…

– Anonymous marketing executive (The full interview)

Along with dubious analytics, marketers should watch for fake followers and engagement. Keeping track of average engagement rates and doing a proper qualitative analysis on an influencer’s account should be the first step before working together.

The Evolution of Sponsored Posts

There will be an estimated 14.5 million* sponsored posts in 2017, and by 2019 that number could mushroom to 35 million. This spike in popularity is prompting concerns that we’re reaching a saturation point for influencer marketing, and that consumers will begin to tune out sponsored posts.

One thing is for certain, social media personalities are amassing sizable audiences for their content and are commanding serious marketing dollars in the process. It remains to be seen whether sponsored posts become a ubiquitous part of the social media landscape, or whether it will become a hackneyed tactic.

*This estimate only accounts for tagged, public posts

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Business

How Powerful is Your Passport in a Post-Pandemic World?

Ranking the the world’s most powerful passports based on access to visa-free destinations. Where does your country fall on the list?

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How Powerful is Your Passport in a Post-Pandemic World?

With COVID-19 cases falling in many parts of the world and vaccination programs ramping up at warp speed, international travel no longer seems like a distant dream.

The Henley Passport Index, which has been regularly monitoring the world’s most travel-friendly passports since 2006, has released its latest rankings and analysis.

The most recent data provides insight into what travel freedom will look like in a post-pandemic world as countries selectively begin to open their borders to international visitors.

Prominent Countries Still Holding Strong

The rankings are based on the visa-free score of a particular country. A visa-free score refers to the number of countries that a passport holder can visit without a visa, with a visa on arrival, or by obtaining an electronic travel authorization (ETA).

Without considering the constantly changing COVID-19 restrictions, Japan firmly holds its position as the country with the strongest passport for the 4th year in a row.

This positioning is based on exclusive data from the International Air Transport Association (IATA)—with Japanese passport holders theoretically able to access a record 193 destinations from around the world visa-free.

The last time Japan didn’t hold the number one position was back in 2017, when it shared the 5th spot with countries like the United States, New Zealand, and Switzerland.

Rank (2021)CountryVisa-Free Score (2021)Rank (2011)Visa-Free Score (2011)
1🇯🇵 Japan1934170
2🇸🇬 Singapore1929164
3🇩🇪 Germany1912172
3🇰🇷 South Korea19110163
4🇫🇮 Finland1901173
4🇮🇹 Italy1903171
4🇱🇺 Luxembourg1903171
4🇪🇸 Spain1904170
5🇦🇹 Austria1896168
5🇩🇰 Denmark1891173

Singapore remains in 2nd place, with a visa-free score of 192, while Germany and South Korea again share joint-3rd place, each with access to 191 destinations.

Throughout the 16-year history of the Henley Index, EU countries have maintained a dominant position in the passport strength reports. Finland, Italy, Luxembourg and Spain all hold the 4th position while Austria and Denmark round up the top 5 with a visa-free score of 189.

CountryRank (2011)Rank (2021)Difference
🇺🇸 United States57-2
🇨🇦 Canada990
🇲🇽 Mexico29236
🇬🇧 United Kingdom37-4
🇧🇷 Brazil25178

The United States and the United Kingdom jointly share the 7th position with a visa-free score of 187 destinations. Canada, Mexico and Brazil hold the 9th, 23rd and 17th positions respectively, with Brazil experiencing a significant jump of eight places over the last 10 years.

Editor’s note: Visit the Henley Passport Index site for a full list and ranking of all countries around the world.

The Countries With The Least Travel Freedom

Afghanistan continues to be the country with the least amount of travel freedom, coming in last place (110th rank) with a visa-free score of 26 destinations. Iraq, Syria, Pakistan and Yemen have access to slightly more visa-free travel, but still linger at the bottom of the overall ranking.

Rank (2021)CountryVisa-Free Score (2021)Rank (2011)Visa-Free Score (2011)
110🇦🇫 Afghanistan2610124
109🇮🇶 Iraq2810028
108🇸🇾 Syria299337
107🇵🇰 Pakistan329931
106🇾🇪 Yemen339139

The latest report indicates that the gap in travel freedom is now at its largest since the index began in 2006. Japanese passport holders can access 167 more destinations than citizens of Afghanistan, who can visit only 26.

The Biggest Gainers In a Decade

Over time, small annual moves in the Henley Passport Index can make a big impact—and in the last decade, countries like China and the UAE have been the biggest movers:

China has risen by 22 places in the ranking since 2011 by going from a visa-free/visa-on-arrival score of 40 destinations to now 77.

The most remarkable turnaround story on the index by far, however, is the UAE. In 2011, the UAE was ranked 65th with a visa-free score of 67 destinations. Today, thanks to the Emirates’ ongoing efforts to strengthen diplomatic ties with countries across the globe, it is now ranked 15th with a remarkable visa-free score of 174 destinations.

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Maps

A Map of the Online World in Incredible Detail

This unique map provides an in-depth snapshot of the state of the world wide web, highlighting the most popular websites on the internet.

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A Map of the Online World in Incredible Detail

The internet is intangible, and because you can’t see it, it can be hard to comprehend its sheer vastness. As well, it’s difficult to gauge the relative size of different web properties. However, this map of the internet by Halcyon Maps offers a unique solution to these problems.

Inspired by the look and design of historical maps, this graphic provides a snapshot of the current state of the World Wide Web, as of April 2021. Let’s take a closer look!

But First, Methodology

Before diving into an analysis, it’s worth touching on the methodology behind this graphic’s design.

This map highlights thousands of the world’s most popular websites by visualizing them as “countries.” These “countries” are organized into clusters that are grouped by their content type (whether it’s a news website, search engine, e-commerce platform, etc).

Visual Capitalist on the mapEditor’s fun fact: Can you spot Visual Capitalist? We’re right in between TechCrunch and The Guardian above.

The colored borders represent a website’s logo or user interface. In terms of scale, each website’s territory size is based on its average Alexa web traffic ranking. The data is a yearly average, measured from January 2020 to January 2021.

Along the borders of the map, you can find additional information, from ranked lists of social media consumption to a mini-map of average download speeds across the globe.

According to the designer Martin Vargic, this map took about a year to complete.

Top 50 Most Popular Websites

Google and YouTube take up a lot of space, which is unsurprising—they’re the two highest-ranked websites on the list:

RankWebsiteCountry
1Google.com🇺🇲 U.S.
2Youtube.com🇺🇲 U.S.
3Tmall.com🇨🇳 China
4Baidu.com🇨🇳 China
5QQ.com🇨🇳 China
6Sohu.com🇨🇳 China
7Facebook.com🇺🇲 U.S.
8Taobao.com🇨🇳 China
9Amazon.com🇺🇲 U.S.
10360.cn🇨🇳 China
11Yahoo.com🇺🇲 U.S.
12Jd.com🇨🇳 China
13Zoom.us🇺🇲 U.S.
14Wikipedia.com🇺🇲 U.S.
15Weibo.com🇨🇳 China
16Sina.com.cn🇨🇳 China
17Live.com🇺🇲 U.S.
18Xinhuanet.com🇨🇳 China
19Microsoft.com🇺🇲 U.S.
20Reddit.com🇺🇲 U.S.
21Office.com🇺🇲 U.S.
22Netflix.com🇺🇲 U.S.
23Microsoftonline.com🇺🇲 U.S.
24Panda.tv🇨🇳 China
25Zhanqi.tv🇨🇳 China
26Instagram.com🇺🇲 U.S.
27Force.com🇺🇲 U.S.
28Google.com.hk🇭🇰 Hong Kong
29VK.com🇷🇺 Russia
30Alipay.com🇨🇳 China
31Csdn.net🇨🇳 China
32Myshopify.com🇨🇦 Canada
33Okezone.com🇮🇩 Indonesia
34Bing.com🇺🇲 U.S.
35Yahoo.co.jp🇯🇵 Japan
36Naver.com🇰🇷 South Korea
37Adobe.com🇺🇲 U.S.
38Salesforce.com🇺🇲 U.S.
39Ebay.com🇺🇲 U.S.
40Twitch.tv🇺🇲 U.S.
41Bongacams.com🇳🇱 Netherlands
42Twitter.com🇺🇲 U.S.
43Apple.com🇺🇲 U.S.
44Amazon.in🇮🇳 India
45Amazon.co.jp🇯🇵 Japan
46Aliexpress.com🇨🇳 China
47Aparat.com🇮🇷 Iran
48Linkedin.com🇺🇲 U.S.
49Huanqiu.com🇨🇳 China
50YY.com🇨🇳 China

Google has held the title as the internet’s most popular website since 2010. While Google’s popularity is well understood, the company’s dominance might be even more widespread than you’d think—across all Google-owned platforms (including YouTube) the company accounts for 90% of all internet searches.

The third highest ranked website is Tmall. For those who don’t know, Tmall is a Chinese e-commerce platform, owned by Alibaba Group. It focuses on Business-to-Consumer (B2C) transactions, and has established itself as the most popular e-commerce website in China—in Q1 2021, Tmall accounted for more than 50% of China’s B2C online transactions.

A High Level Look

When it comes to the top 50 websites overall, a majority are either social networking platforms, search engines, or online marketplaces—while this may not come as a surprise, it’s still powerful to see visualized. For instance, even a huge, well-known website like the New York Times is just a tiny country on this map.

And of course, a map of the internet isn’t complete without mention of the dark web.

While it’s challenging to determine its true size, research indicates that the dark web accounts for a large portion of the internet’s true size. And apparently, it’s growing steadily, with the help of anonymous cryptocurrencies like Bitcoin.

For the most part, it’s believed that the dark web is used for unsavory reasons—however, it’s not all bad. Because of its anonymous nature, it can be used as a safe space for whistleblowing or activism.

Overall, this map, and the internet as a whole, has many places for us to explore. When you dive in, what “countries” catch your eye?

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