Going Global

It’s now time to embrace the global influencer. 

I know we have plenty of great creators in the US, but in the world of influence, we should take down the walls.

Why consider hiring creators outside the US if their audience isn’t here? Because that’s not actually true...

Take the emerging young star Coco Pink Princess from Harajuku Japan. Her social demographics data show her audience’s top language is English (71%) and top country is US (35%). Her next top country is the UK (8%), while Japan is only 3% of her total audience. So if you did a local campaign in Japan with her, organic only, you’d only have 3% of her 685k IG followers in market. Now we know paid targeting makes any campaign effective so wherever you are located - paid will drive the actual results, but you now have proof that there’s a significant fan base in the US. And when you further analyze her feed, the engagement rate is an incredible 12% which is 10x greater than the benchmark for her follower count. If you’re comparing her to US based choices, you’ll now have a hard time beating this combination of style and engagement. The only challenges you face are contracting, communicating and payment, but the good news is there a multiple ways to make this work seamlessly, as the influencer market matures globally, hiring standards are being adopted for brand partnerships in all the major markets, and everyone is open for business.

Coco is only one example, as we recently researched the European gaming community for a summer campaign and found the US organic audience is very strong (over 50%) across many of the top global players as gaming is universally adopted. This means the US audience is actively seeking out creators wherever they live, and supports an expanding market that is more globally inclusive than you would suspect.

So let’s welcome the global community of premium creators, and allow opportunities to cross borders, which both expand our choices and deliver real results.