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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

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    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

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Home Opinion

Media Trends 2019: Influencers, micro-influencers and campaign success measurement

Influencers are gaining in influence on social media, while micro-influencer trend is on the rise, according to the Direct Media United Solutions report on media trends that will mark 2019

19/02/2019
in Opinion, Topic of the week
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Ljubica Vukčević, Insight Manager, Direct Media United Solutions

People with good reputation in very important markets and market niches are called micro-influencers. They usually have less than 10,000 followers. However, they have a significant impact on a small market. Since they are experts in their respective areas, their voice is important to the audience to which they provide their service. Companies can directly address small segments and initiate purchasing decisions with the help of micro-influencers. Combining the strength of 20-30 micro-influencers, companies can create a successful influencer marketing campaign without spending too much.

On the other hand, the more brands invest in influencer marketing, the greater demand for tracking the success of their campaigns becomes. There are a number of tools available in the market that help not only track ROI of influencer engagements, but also to identify the right influencers for a particular brand. In 2019, UTM parameters for monitoring ROI from influencer marketing will be of key importance. This means marking any incoming links to your website that you give to influencers as a CTA.

Showing sources, media, and names will help track (in Google Analytics) from which specific campaign the traffic to your website came.

Influencers in Serbia?

Although digital campaigns in Serbia are increasingly moving to campaigns where the client pays ads per performance, rather than awareness-raising campaigns, social media influencers are mostly engaged in awareness-raising campaigns (in contrast to the world trend), and most advertisers only measure the number of impressions. Since the Serbian market is still small, and prices are relatively low, it allows us to engage leading influencers at a reasonable price. There are two types of influencers in Serbia: Instagram and YouTube influencers. The most popular influencers on Instagram are girls with content related to fashion and beauty – Zorannah (905,000 followers), Marija Žeželj (649,000 followers), Jana Dačović (619,000 followers), Lea Stanković (388,000 followers) etc. On YouTube on the other hand, the most popular channelrs are those for gaming and pranks: Mudja (1.3 million subscribers), Baka Prase (916,000 subscribers), Stuberi (720,000), Djota (611,000), Yasserstain (575,000) etc.

Social media in Serbia vs. global trends

Social media are seeing a serious drop in active daily users globally. In August 2018, Snap, Snapchat’s parent company, reported a loss of 3 million active daily users in the second quarter compared to the beginning of the year. This was the first time since the company’s IPO in early 2017 that it reported a drop in the number of users. Snap’s report followed similar trends at Facebook and Twitter. In July 2018, Facebook revealed that their number of users in the United States was the same as at the beginning of the year, and that the number of users in Europe fell during the same period, although the total number of users grew.

Twitter, which has been trying to increase interest for its platform for years, also said at the end of July that monthly active users had dropped by one million since the beginning of the year.

But in Serbia, social media are at their highest peak – Facebook has almost 3.3 million active daily users, out of 4.2 million Internet users in Serbia (according to Gemius)! Instagram had a 36% increase in Serbia in 2018, mainly among the male population, and reached about 2 million active users. YouTube has 3.5 million active users, which is almost half of the total population, according to Direct Media United Solutions.

See other media trends for 2019 here.

Tags: Direct Media United solutionsTrends
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