HOW TAL MELENBOIM IS CHANGING INFLUENCER MARKETING WITH ZOE DVIR 2
THEY RETAIN FULL CONTROL OF THE INFLUENCER MARKETING FUNNEL
Agencies that provide traditional influencer marketing services are at the mercy of the influencers they work with. As we mentioned above, they often need to pay premium fees for sponsored posts. However, this is not even the biggest drawback, which Tal Melenboim has addressed with the Zoe Dvir project.
Even if agencies are willing to pay influencers to promote their clients, they are still going to face other uncertainties. Some of these challenges include:
- Instagram influencers might have their own hangups about working with certain types of companies. Even if these companies are not controversial, it can be frustrating to hear that an influencer won’t partner with them. The approach that Tal Melenboim developed makes it easier for companies to connect with a reliable influencer.
- Influencers might choose to abandon social media at any time. Nothing would be more frustrating than to have an ongoing, profitable partnership with an influencer that suddenly decides to delete their account overnight. Tal Melenboim is able to assure his clients that his influencers won’t disappear, so he can guarantee that their content will be posted.
- The brand of a third-party influencer is going to be a lot more fluid. They typically see their social media platform as an extension of their own personality, just as much or even more than their professional brand. They might engage in behavior that diminishes their credibility or causes them to lose followers, such as posting obnoxious binge drinking pictures or expressing controversial political positions. This means that the intrinsic value of their brand is much more volatile. That is not always a good thing.
- You are going to be on their schedule. Your agency might be paying them a large amount of money, but they might still schedule content weeks later.
Agencies like Zoe Dvir that retain ownership of their influencer accounts have much more autonomy. Tal Melenboim can guarantee his clients that sponsored content will be posted within a reasonable timeframe. He also has much greater control of the direction of the brand, because he won’t be mixing personal and potentially controversial perspectives with their content.
ENGAGEMENT CAN BE AS HIGH OR EVEN HIGHER THAN WITH TRADITIONAL INFLUENCER ACCOUNTS
It is easy to see how using computer generated images with Zoe Dvir is much more cost-effective than reaching out to real-life Instagram influencers. You can create content more quickly and easily. You also don’t need to dedicate a massive budget to compensating third-party Instagram users.
However, it is easy to see why many marketers would still be skeptical of this approach. Their most obvious concern is that accounts with computer generated images might not be as engaging.
While it is easy to see the basis for this concern, it is not supported by actual data. Empirical data from Instagram account shows that they can be just as engaging. Take a look at the most popular virtual Instagram model, lilmiquela. The engagement rate with this account is 27.3% higher than the average engagement rate of accounts with real-life models with similar appearances and follower demographics.
Since engagement rates with virtual Instagram users are relatively high and the costs of developing them are significantly lower, the ROI of using Zoe Dvir can be exceptional.
TAL MELENBOIM CAN REACH A GLOBAL AUDIENCE WITH ZOE DVIR
Influencer marketing agencies are going global. They are working with brands all over the world to help them expand their reach. Unfortunately, some influencers focus on creating content that is only relevant to local followers in their own region.
Tal Melenboim has taken a different approach with Zoe Dvir. He has created influencer accounts that have much broader messages. This makes it easy to optimize content for brands all over the world.