International Conference on University-Based Entrepreneurship and Regional

Development 2017

The possibilities of Influencer Marketing in FMCG

sector

Krisztina Panyi, Ákos Varga, PhD

Pécs, Hungary, 30th November 2017

 Outline

Introducing preliminary
results: SMEs &
Influencers in Hungary
Theory of Influencer
Marketing

Research
methods

Marketing és Média Intézet Krisztina Panyi – Ákos Varga PhD 3

 Word of Mouth…

Based on consumer trust Difficult to alter or shape

Storytelling

WOM &
E-WOM

Oral or written recommendation by a satisfied

customer

(Pantelidis, 2015, Bughin, Doogan, Vetvik, 2010)

Marketing és Média Intézet Krisztina Panyi – Ákos Varga PhD 4

 … and influencers

E-WOM
From „Internet Friends”
First Buyer
Pantelidis, 2015, Swant, 2016,
Bughin et al, 2010,
Brands target YouTubers as first buyers
Thakur, 2016; Kolbl et al, 2015
De Veriman et al., 2016

Research on SMEs
Mapping Hungarian YouTube market
Social Blade, Star Network

Sponsored Content
YouTuber offers paid WOM
Stokes, 2013, Babu, 2006,
Influencer marketing Moon 2005
YouTubers as trustworthy source
Griborn & Nylen, 2017, Woods, 2016
Jaakonmäki et al, 2017; Ionaid et al, 2015

Marketing és Média Intézet Krisztina Panyi – Ákos Varga PhD 5

 Methodology
1. Industry analyses:
Gathering insights from
Socialblade and
YouTube metatags 2. Evaluation and
Socialblade data analysis:
kép Most important genres
by subscribers and viewers

3. Control interviews:
Testing hypotheses
Hungarian MCN
industry

Marketing és Média Intézet Krisztina Panyi – Ákos Varga PhD 6

Gathering data: categories, YouTube metatags

Number of channels Genre

102 Vlog
187 Music
47 Lifestyle
33 Humour
12 Tales
33 Gastro
16 Vehicles
118 Brand
29 Sport
10 E-commerce
27 News
131 Gaming
44 Beauty
15 Tech
24 film

Marketing és Média Intézet Krisztina Panyi – Ákos Varga PhD 7

 Results – Distribution of followers

Genre Subscribers Viewers

Vlog 21% 8%
Music 20% 40% • Vast majority prefers to subscribe to vlogs
Lifestyle 3% 2%
Humour 7% 5%
Tales 2% 10%
Gastro 1% 1% • Music viewing time is dominating
Vehicles 0% 1%
Brand 1% 2%
Sport 1% 1% • Gaming is followed by majority
E-commerce 0% 0%
News 1% 3%
Gaming 31% 19% • Tales are linked to replacing children’s TV
Beauty 5% 2%
Tech 3% 2% channels?
film 4% 4%

Marketing és Média Intézet Krisztina Panyi – Ákos Varga PhD 8

 Results of the interviews

Top 5 channels have total views of 654 million

Top 5 channels have a total subscriber base

of 2.5 million

Top 10 YouTubers for sponsors:

• music(2) ,
• film (2),
• gaming(3),
• vlog (2),
• humour

72% of the viewers are under 35 years

Marketing és Média Intézet Krisztina Panyi – Ákos Varga PhD 9

 Conclusions – Links to FMCG and SMEs
 Audiences are mostly teens
– Lovebrands appear in their YouTube feeds

 Most of the sponsors are companies like:

– Telekom, DRK, Pöttyös, Lays, Coca-Cola, McDonalds (based on the interviews)

COSTS (interview insights):  Mostly for brand

 ROE is at least 50% image campaigns
 Costs are around 200 000 HUF per video
 The campaigns
 Conversion rate is 1% „fund themselves”

Marketing és Média Intézet Krisztina Panyi – Ákos Varga PhD 10

Thank you
for your
attention!

Marketing és Média Intézet