Brief:
- Samsung drove social media awareness with a nanoinfluencer-led campaign that aimed to make users of its smartphones feel better about having green-colored chat bubbles in their text messages versus the blue-colored ones in Apple's iMessage, according to an analysis from Talkwalker shared with Mobile Marketer. The #greendontcare effort spurred 1,200 mentions and 16,200 engagements within a month, Talkwalker found.
- Samsung created a pack of surreal animated GIFs on Giphy that Android owners could drop into their messages when they faced insults for having green chat bubbles. The brand targeted the shareable GIFs at young people with an interest in meme-based content by partnering with nanoinfluencers. The campaign received 63% positive sentiment and higher engagement among younger social media users.
- About four out of five (82%) of people who engaged with the #greendontcare hashtag were 18 to 34 years old, per Talkwalker. Samsung's push is part of a growing trend that will become more prominent next year as brands work with and nanoinfluencers who have a smaller, but more dedicated followings, the analytics firm forecast.
Insight:
Samsung's #greendontcare campaign was an off-beat effort to drive social engagement among Galaxy users who feel left out of group chats among iOS users. As The Verge notes, Android texts appear as green on an iPhone, making them a source of ostracism among some iOS users who disdain sending texts to Android users.
Talkwalker highlighted the Samsung campaign to illustrate the growing significance of microinluencers, who are seen as more authentic than online personalities with big followings. Conversations about influencer marketing have dropped by 42% in 2019 from a year earlier, according to a Talkwalker and Hubspot study of industry experts and public relations professionals. Meanwhile, mentions of fake influencers increased, driving more than 9,000 engagements in the first half of the year.
Still, Talkwalker found that 9% of consumers depend on influencer recommendations before making a purchase, while 61% of marketers increased their influencer marketing spending this year. But about 39% of marketers said they don't have a framework for measuring influencer campaign success.
Other recent studies have pinpointed a growing economy around microinfluencers. U.S. marketers will spend up to $32,000 to partner with a microinfluencer with less than 30,000 followers versus $39,000 to work with a celebrity influencer with more than 500,000 followers, a survey by Rakuten Marketing found. Microinfluencers now make up roughly 40% of brands' annual influencer spend versus 28% for celebrity influencers, according to the survey.
