Business
Advertising and media
Make the Pyramid: Famous Out - Influencers No
Digital advertising has undergone a transformation in recent years, which the Corona crisis is only accelerating.
Liat Bakier, CEO of Goat Tel-aviv, explains that being just a celebrity is no longer known enough - the future is in constant contact with the audience
Tags
advertising
Influencers
Ronit Matias
Monday, 22 February 2021, 14:13
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Global Goat Team (Photo: PR)
Influencers have long since become one of the leading trends in the advertising world.
Many large companies have given up campaigns with models with a high price tag, and have chosen to use their advertising in influencers who create interaction on social networks, thus increasing the exposure of the product.
As part of this revolution, the global micro-influencer agency Goat entered Israel, promising to implement an innovative model of dialogue between brands and consumers online.
The Goat Agency is the fastest growing content and social media agency in Europe for the last 4 years.
The Israeli branch is the fourth branch in the chain and joins branches in London, New York and Singapore.
Goat believes that content creators are the driving force behind social and integrates content and social creators who are experts in their field, in brand campaigns.
Goat creates an integrated move to create niche-focused messages with real ambassadors and promote content to an accurate and segmented audience, a move that generates emotional engagement and awareness, with an emphasis on using real people, content creators, property owners and followers who are interested and actually empowered.
The company in Israel is led by Liat Bakir, CEO of Goat Tel-aviv - the Israeli branch of The Goat Agency International. Partnership in the Bluestone Group, businessman Ronen Miley and the content company Peach of the Gitam Group. Bakir served as CEO of the Salona website. And she has extensive experience in the field of advertising and media, with positions in Gitam, Network and Channel 10, during which she specialized in creating content-based moves and communities for the largest companies and organizations in the economy.
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What do you think made Goat International believe in the Israeli market?
Global Goat has a subsidiary in London called Purple Goat that specializes exclusively in influencers, consumers with disabilities and the person who runs it is a guy with cerebral palsy.
I think it's mainly because the potential of the Israeli market is much greater than it seems.
Israel is a startup nation.
The amount of innovation, ideas and ventures coming out of the Israeli market have long been out of sync with our true size.
Our ability as Israelis to mark a vision and realize it, makes the Israeli market attractive to entrepreneurs from abroad and we also make much more "noise" than our real size.
Another reason is that I think they are interested in being connected to the source where things happen in Startup Nation. Business opportunities.We are very proud that after branches in major destinations such as London, New York and Singapore, the global goat decided to open a branch in Israel.As befits an agency of this size, they did not take a gamble but carefully examined the local market and after a comprehensive market survey chose 3 Large groups with a long-standing reputation in Israel: Bluestone Group, Gitam Group and businessman Ronen Miley.
I come with a 20-year background in advertising and media. Over the years I have created communities and connected agendas to commercial content in projects. For the past two and a half years I have served as CEO Salona closed, and then came to the doorstep of a new and exciting opportunity to join Goat with the belief that true content wins, only this time not only with women, but with content creators and influencers from all platforms.
Global Goat has a subsidiary in London called Purple Goat that specializes exclusively in influencers, consumers with disabilities and the person who runs it is a guy with cerebral palsy.
The fact that they are the first to treat this population as consumers at eye level and not as "charity" or a place to mark V, is no less amazing to me, and I have some ideas that are currently brewing, to integrate this business model in the country as well.
Liat Bakier (Photo: Yogev Azriel)
How are you different from other influential agencies on the market today?
Goat basically make the pyramid, if the accepted model is to invest a lot of money in the production of one creative then spend even more money to distribute it in a variety of media we make the method,
Goat sees the world differently.
First and foremost we differentiate between celebrities and influencers.
An influencer is a person who interests other people, his area of expertise is clear, he has his voice and language and he produces content that gives value or meets a need for his community.
Through the content he maintains a long and lasting relationship with his followers.
We believe in the micro layer of the influencers, they are the ones who really move a circle and motivate their audience of followers.
A celebrity is a very famous person who can give a brand desirable and additional values but he is less of an expert in a particular field and the levels of involvement of his audience with the content he produces are lower than micro and nano influencers.
Celebrities do not have a committed audience, they are followed because they are famous and not because someone is following their journey.
The beauty of micro-influencer work is that to the consumer it is more like a recommendation from a relative or family member, and if a brother or friend recommends doing something there is a higher probability that the recommendation will be better received than any advertisement.
Goat basically make the pyramid, if the accepted model is to invest a lot of money in producing one creative then spend even more money to distribute it in a variety of media we make the method, GOAT's method is multiple creatives, ask the creators we work with to produce authentic "content pieces" Depending on the brand strategy then go out for organic distribution during which we perform AB testing and continue with them in increased distribution.
We define the target audience through areas of interest and not through the characterization of the audiences in the traditional way only (gender, age, demographics, education, income, etc.).
In a world dominated by social, a 45-year-old mother of children can be interested in the same content that a 17-year-old girl is interested in, in the traditional way they will never be exposed to the same advertising message but in the world of Goat yes.
Goat Global has built a CRM system that knows how to tell the cost of click exposure, download, purchase, the system measures conversions, responses from the audience, it also has a built-in element of forecasting.
Global has engagements with more than 100,000 influencers around the world, so we know who works well in which niche, what results can be expected and more importantly - who does not.
This data level is unique to Goat.
Most agencies were founded with the goal of getting branded money for influencers, we set up to give brands value from influencers.
Ultimately we are an advertising agency that uses network influencers to solve brand issues.
We build a campaign that combines creative and media and use data to ensure media results.
We have worked with brands that have realized that with the relatively little money they invest through us each month we achieve better results than any of their other advertising channels.
What do you think the future advertising world will look like?
Mainly because of the Corona, businesses are adopting the digital strategy first, which means every brand is looking for the way to undergo a digital transformation.
I believe the name of the future and the digital transformation is becoming even faster than we expected.
Corona was and still is a catalyst for innovation adoption, it has forced more conservative audiences and brands to enter the digital world and not be left behind.
We learned that exponential is not only the rate of infection but also our rate of consumption in digital and social, that the change that has taken place in a few weeks in the island commerce arena is equivalent to a change of 10 years.
And the change that has taken place in the education arena within a month is equivalent to a change of 15 years.
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