Does influencer marketing fit in the PESO model?
Marketing and PR strategies regularly use the PESO model. This model indicates how you can communicate with the target audience through several media channels. Our question is: how does influencer marketing relate to the PESO model?
What is the PESO model and what does it stand for?
It is the indication for the different forms of communication in the several media channels. But our question is where we can place ‘influencer marketing’ in this model?
- Paid media; These are the channels where we pay to place an advertisement message and by which the distribution of the message can be checked. For example of paid media channels are: radio, television, printed media, but also advertisements on search engines (SEA), advertising on social channels and on channels where the advertisers reward their partners for spreading the message (affiliates).
- Earned media: The message of a company or brand is told by a third part; a credible source. That could be a journalist, a social influencer or someone with expertise. These messages are created and spread by ‘other’ parties for free. Examples are press releases, reviews from customers and shared messages (referrals).
- Shared media. We understand passing along and sharing comments, reactions on the message by people (read followers) through social channels. It is about the interaction and participation (engagement) of people on these social channels such as Facebook, Instagram, Twitter, Snapchat, Youtube but also a game channel such as Twitch.
- Owned media. Passing on messages or content that is spread by the company or brand or in commission by the company through channels (for example your own web page, blog, press release, your own social channels or other channel) where the sender has control over.
PESO model: De position of influencer marketing
Influencer marketing, at which influencers use their personal social channels to spread the message of a company or service, does not fit between one domain of the PESO model. Influencer marketing transcends the ‘traditional’ layout of the PESO model. In different channels can influencers be used:
- Paid: influencers are paid to spread a message through social channels or are inserted as credible messengers in advertisements or paid content.
- Earned: Influencers make by means of tags clear what they are a fan of special brands or products. The placing of these tags are on own initiative and are unpaid. Next brands send (test) products to influencers for reviews or attention in their channel. This is without an obligation to place and is not paid for.
- Shared: The posts of influencers are ‘liked’, ‘shared’ or provided from comments by their followers. The influencers are in this case transmitters of their personal message and sometimes provided of a specific brand or product message.
- Owned: Some companies and brands close long-term contracts with influencers with who they connect for example a year to the brand. The content, that they make, is being spread through the channels of the companies or brands.
Influencer marketing takes place in the heart of the PESO model. The ‘authority’ is not, like in the original model is indicated, the company or the brand. It is the trust of the followers in the one spreading the message. And we have seen past year that the trust has been shifted from big companies to people you know and/or trust, thus influencers!
Would you like to know more how we can realize your marketing communication goals using influencers in the communication mix of the PESO model? Call Remas 020-7370328 or mail to firstname.lastname@example.org for the optimal mix!
Source header picture http://iterativemarketing.net/peso-model-marketing/