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The New Influencer Ecosystem

Exploring the influence of magazine brands in The New Influencer Ecosystem: The expertise of magazine brands and their journalists, achieve relevant reach that is powerful for brands in the evolving media landscape.

Look Influencer Network

Influencer marketing is increasingly being used in the media mix and this trend only seems set to grow, with 84% of marketing professionals worldwide expected to launch a campaign involving an influencer in the next 12 months.  

The influencer ecosystem is evolving, with brands exploring new strategies and commercial opportunities. Magnetic set out to explore the role of magazine media in this new influencer eco-system and the impact they have in terms of reach and engagement compared to other channels.

Our hypothesis was that the passion and expertise of our journalists and editors in their areas of specialism would still play an important role, and we wanted to quantify this. So, we decided to explore influencer marketing across three different passion areas: Fashion, Beauty & Motoring.

Last year we did some analysis over London Fashion week and released a report, which you can find here. We have updated this analysis to include beauty and conducted a separate piece of analysis for motoring. 

We focused on key events for the sectors to ensure we had could analyse the most relevant conversations when influencers are more likely to be active. For fashion and beauty we looked at London Fashion Week and for motoring we looked at The London Motor Show and The Geneva International Motor Show.

The analysis concentrated on 2 key metrics: reach in terms of audience and engagement in terms of replies, likes and retweets.

Key Insights:

For fashion, interestingly whilst it is true that bloggers originated more posts than magazine brands over the fashion week period, in terms of reach, magazine posts connected with as many people.

For beauty, although a lot smaller than fashion, not only did magazine produce more content, it also reached more than bloggers

This extended reach that magazine brands manage to achieve is explained by the level of interaction with their posts.

For fashion, magazine content was more likely to be shared than that of bloggers, achieving on average 8 interactions per post as compared to 2 for bloggers – For beauty, a similar pattern emerges with an average of 4 interactions per post for magazine brands and 2 for bloggers.  

Kayla Itsines, Instagram

In fashion and beauty, magazines brands are achieving an engaged and relevant reach

In the motoring analysis we also found that motoring content from magazine brands had better reach because of increased engagement. With the London motor show achieving 6 times the audience compared to all other channels (bloggers, newspapers & journalists combined) and Geneva motor show reaching double the audience compared to other channels.

But what is most interesting with motoring is that even more of the content is created by consumers rather than editors, journalists and bloggers . And they choose to post this content in magazine brand environments.

From all three sectors we discovered that magazine brands were not only engaging consumers but also managing to achieve reach. We believe this success in the influencer marketing space is driven by relevant reach achieved by magazine media content and the expertise of its editors and journalists.