read ppt and video answer question  1.What are the three most important takeaways/lessons from the material provided in this module?  2.How is the material provided in this module is helping your grow

Influencer Marketing

Name

Institutional Affiliation

Influencer Marketing

I choose to compare PewDiePie and Smosh. The two are influential influencers on YouTube

What are they selling?

PewDiePie is an influencer that plays games and provides commentary to the games and content developed. On the other hand, Smosh provides sketch comedy to the audience.

What is their mission/goal?

The mission of PewDiePie is to provide content that is unique and attractive to the audience. the page relishes providing comedy in a different form while entertaining the audience. Smosh on the other hand has a mission of transforming comedy and entertainment using sketches. Even though the page has shifted to using real actors, it still maintains the traditional approach.

What is the total count of their video views?

PewDiePie- 22.48 billion.

Smosh- 8.72 billion

How much money do they make from their YouTube videos?

Daily?

PewDiePie- $4.4K - $70,610.80

Smosh- $885 - $14,153.40

Monthly?

PewDiePie- $132.4K - $2,118,324.00

Smosh- $26.5K - $424,602.00

Yearly?

PewDiePie- $1.6M - $25,419,888.00

Smosh- $318.5K - $5,095,224.00

How many subscribers do each have?

PewDiePie- 98,307,797 subs

Smosh- 24,643,192 subs

Do they partner with brands to advertise merch?

Both pages partner with other brands for advertisement. This is one of the sources of their earnings.

How many subscribers do they average in a day?

PewDiePie- 45,843 daily subs

Smosh- 2,936 daily subs

What are their monthly views?

PewDiePie- 20,690,520,617 views

Smosh- 9,360,090,406 views

What are their monthly subscriptions?

PewDiePie- 17,775, 203 subs

Smosh- 4,196,287 subs.

How often do they post?

Days per Week

PewDiePie- 4-6 videos per day

Smosh- 2-4 videos days per week

Monthly

PewDiePie- 120-180 videos

Smosh- 8-18 videos

Yearly

PewDiePie- 1440-1960 videos

Smosh- 96-200 videos

What age is their target audience?

PewDiePie- 13–19. years

Smosh- 13-24 years

What gender is their target audience?

Both pages target both genders.

What type of lifestyle does their target audience have?

PewDiePie- targets the audience that find enthusiasm in gaming and comedy.

Smosh- targets comedy lovers.

Question 1

The information about influencers, particularly the number of subscribers, views, and the earnings help the organization in making the decision of which influencer to sponsor or have their products promoted. Influencers have created a name for themselves and attracted millions of subscribers who view their content. When the organization chooses to sponsor an influencer, there are high chances that these subscribers are likely to shift their preference towards the products sold by the organization (Keller & Fay, 2016). Besides, creating an association with an influencer directly affects the reputation of the organization and the brand. The decision to sponsor an influencer means that the organization can directly benefit from the association established with the said influencer. Besides, their products must not go against the ethical standards of the organization. Sponsorship is a form of marketing that targets the untapped market (Keller & Fay, 2016). Moreover, it can help reinforce the existing relationship between the company and the clients. Every marketing strategy has a goal that it must achieve. The goal, in this case, is to drive sales and improve the brand image. If the action of sponsoring an influencer will yield these goals, then the organization will be right in making a decision to either sponsor their influencer or market their products.

Question 2

There are a number of reasons why a company would choose to promote its products through an influencer. Influencers have established a niche that is attractive to consumers. The audience tends to build trust and faith in influencers something that the organization can leverage to achieve its goals. Influencers have the ability to engage clients by providing detailed information about the product (Liu et al., 2015). Since influencers are trusted, it becomes easy for the client to trust the company together with its products. The trust from the influencer can be converted into trust in the company’s products. Influencers provide the right path of reaching out to a specific market. If the nature of the influence of the influencer targets a given group, they will be better placed at reaching out to the group and providing information that can be turned into sales (Liu et al., 2015). Influencers provide a compelling combination of authenticity will help to provide a personalized approach to marketing. Since influencers integrate these products into their personal lives, it will be easier or the organization to increase sales by establishing a new market. The modern marketing techniques favor influencers, and the company should take advantage of this new approach.

Question 3

I believe that the “Cancel Culture” plays a role in the rise and fall of influencers. Influencers must be unique and appeal to the needs of the people. However, there are cases when influencers find themselves in problems when they promote or engage in something that is against the popular opinion. If influencers are canceled out from the social circles, their trust and brand are affected, which would force them to lose a share of influence (Liu et al., 2015). In such a case, they fail, and if no urgent intervention is taken to correct the trend, they might disappear completely. On the contrary, controversies can support the growth of influencers, some people are attracted to controversy, and the cancel culture can help fuel the rise of influencers.

References

Keller, E., & Fay, B. (2016). How to use influencers to drive a word-of-mouth strategy. Warc Best Practice, 1-8.

Liu, S., Jiang, C., Lin, Z., Ding, Y., Duan, R., & Xu, Z. (2015). Identifying effective influencers based on trust for electronic word-of-mouth marketing: A domain-aware approach. Information sciences, 306, 34-52.

Social Blade. (n.d). Comparing YouTube Channels. Retrieved from https://socialblade.com/youtube/compare/pewdiepie/smosh/dantdm