Influencer Branding: Strategy Analysis & Comparison

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Influencer Branding: Strategy Analysis & Comparison

College/UniversityEnglish1 days

In the Influencer Branding: Strategy Analysis & Comparison project, university students critically examine the personal branding techniques of social media influencers across various platforms. Through workshops, case studies, and analysis activities, students gather and evaluate media content, comparing and contrasting influencer strategies to understand how these techniques engage audiences and affect brand loyalty. The project emphasizes critical thinking, writing, and presentation skills, as students develop and present arguments about the effectiveness and authenticity of influencer branding strategies. Using a rubric aligned with Common Core Standards, students' abilities are assessed on their analytical depth, use of evidence, and clarity of communication.

InfluencerBrandingSocial MediaAnalysisStrategyComparisonEngagement

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Inquiry Framework

Question Framework

Driving Question

The overarching question that guides the entire project.How can we analyze the strategies of social media influencers to understand their personal branding techniques, and in what ways do these strategies differ or align across various influencers and platforms?

Essential Questions

Supporting questions that break down major concepts.

What are the primary strategies used by social media influencers to build and maintain their personal brand on specific platforms?
How do the communication styles of different social media influencers compare and contrast in terms of their effectiveness and audience engagement?
What role does authenticity play in the personal branding of social media influencers, and how is it perceived by their audience?
In what ways do social media influencers differentiate themselves from one another, and what factors contribute to these differences?

Standards & Learning Goals

Learning Goals

By the end of this project, students will be able to:

Analyze the personal branding strategies of social media influencers to understand how they build and maintain their brand.
Compare and contrast the techniques used by different influencers, identifying similarities and differences in their approaches.
Evaluate the effectiveness of communication styles of influencers in terms of audience engagement and reach.
Examine the role of authenticity in influencer marketing and how it impacts audience perception and brand loyalty.
Develop critical thinking and analytical skills through the evaluation of diverse media content.

Common Core Standards

CCSS.ELA-LITERACY.RI.11-12.1

Primary

Cite strong and thorough textual evidence to support analysis of what the text says explicitly as well as inferences drawn from the text, including determining where the text leaves matters uncertain.Reason: The project requires students to analyze social media content critically, supporting their analysis of influencer strategies with concrete evidence.

CCSS.ELA-LITERACY.RI.11-12.7

Primary

Integrate and evaluate multiple sources of information presented in different media or formats (e.g., visually, quantitatively) as well as in words in order to address a question or solve a problem.Reason: Students will need to gather and evaluate a variety of media content from different influencers to compare and contrast their strategies.

CCSS.ELA-LITERACY.W.11-12.1

Primary

Write arguments to support claims in an analysis of substantive topics or texts, using valid reasoning and relevant and sufficient evidence.Reason: The project involves writing comparative analyses, requiring students to construct well-founded arguments about influencer branding strategies.

CCSS.ELA-LITERACY.SL.11-12.4

Secondary

Present information, findings, and supporting evidence, conveying a clear and distinct perspective, such that listeners can follow the line of reasoning, alternative or opposing perspectives are addressed, and the organization, development, substance, and style are appropriate to purpose, audience, and task.Reason: Students will present their findings on influencer strategies, requiring effective oral presentation skills.

Entry Events

Events that will be used to introduce the project to students

Viral Trend Analysis Workshop

Students participate in a workshop where they analyze current viral trends across various platforms and assess how different influencers utilize these trends for brand enhancement. The workshop encourages students to think critically about influence factors and apply inquiry methods to understand influencers' approaches.

Influencer Case Study Explore-a-thon

In this entry event, students are provided with interactive case studies of different influencers. They explore these case studies independently, focusing on strategies and brand-building techniques, leading to self-guided discovery and discussion sessions.

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Portfolio Activities

These activities progressively build towards your learning goals, with each submission contributing to the student's final portfolio.

Activity 1

Comparative Argument Architect

In this activity, students construct well-founded arguments regarding the effectiveness of different influencer branding strategies. They will compile evidence garnered from previous activities to support their claims and comparisons.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Review the comparative analysis chart and evaluation report created in previous activities.

2. Identify key arguments you can make about the effectiveness of each influencer's branding strategy.

3. Write a detailed analysis that supports your arguments with concrete evidence and valid reasoning.

Final Product

What students will submit as the final product of the activityA structured analytical essay presenting arguments about influencer branding strategies.

Alignment

How this activity aligns with the learning objectives & standardsAligns with CCSS.ELA-LITERACY.W.11-12.1 by focusing on writing arguments and supporting claims with evidence.

Activity 2

Presentation Prodigy

Students will present their findings through an oral presentation, showcasing their insights on influencer strategies and engaging peers in discussion. This activity enhances communication skills and the ability to convey complex analysis clearly.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Prepare a presentation using visual aids, such as slides or posters, to highlight key findings from your analysis.

2. Practice delivering your presentation with a focus on clear communication, addressing potential counterarguments, and engaging your audience.

3. Present your findings to the class, inviting feedback and conducting a question-and-answer session to further explore your ideas.

Final Product

What students will submit as the final product of the activityAn oral presentation with visual supports explaining influencer strategies and engaging the audience.

Alignment

How this activity aligns with the learning objectives & standardsRelates to CCSS.ELA-LITERACY.SL.11-12.4 by requiring students to present information, findings, and evidence effectively.

Activity 3

Influencer Strategy Investigator

Students explore and identify different strategies used by social media influencers to build their personal brand. This activity includes examining how influencers use content, style, and platforms to engage audiences and build brand loyalty.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Select a social media platform and two influencers on this platform whose branding strategies you will analyze.

2. Research each influencer's brand-building techniques, focusing on content type, engagement methods, and audience interaction.

3. Record observations and specific examples of branding strategies in a comparative analysis chart.

Final Product

What students will submit as the final product of the activityA comparative analysis chart outlining the different strategies used by each influencer.

Alignment

How this activity aligns with the learning objectives & standardsAligns with CCSS.ELA-LITERACY.RI.11-12.1 by having students cite thorough evidence in their analysis.

Activity 4

Media Content Connoisseur

Students gather and evaluate multimedia content from their chosen influencers to identify patterns and techniques used in their branding strategies. This step focuses on integrating various media types to provide a comprehensive understanding of influencer impact on audiences.

Steps

Here is some basic scaffolding to help students complete the activity.

1. Collect various types of media, such as videos, pictures, text posts, and stories, from the selected influencers.

2. Analyze these media sources for visual, quantitative, and textual data that contribute to the influencers' brand image.

3. Create an evaluation report that discusses the integration of multiple media types in crafting a personal brand.

Final Product

What students will submit as the final product of the activityAn evaluation report detailing media integration strategies used by influencers.

Alignment

How this activity aligns with the learning objectives & standardsSupports CCSS.ELA-LITERACY.RI.11-12.7 by requiring students to integrate information from different sources and formats.

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Rubric & Reflection

Portfolio Rubric

Grading criteria for assessing the overall project portfolio

Social Media Influencer Branding Strategy Analysis Rubric

Category 1

Critical Analysis and Argument

Assesses the student's ability to construct well-founded arguments about influencer branding strategies using concrete evidence and valid reasoning as per CCSS.ELA-LITERACY.W.11-12.1.

Criterion 1

Argument Development

Measures how well the student develops and articulates arguments regarding influencer branding strategies, supported by evidence.

Exemplary

4 Points

Demonstrates sophisticated argumentation with strong, nuanced evidence and insightful reasoning.

Proficient

3 Points

Constructs clear arguments with relevant evidence and sound reasoning.

Developing

2 Points

Presents basic arguments with inconsistent evidence and reasoning.

Beginning

1 Points

Struggles to develop coherent arguments; lacks sufficient evidence and reasoning.

Criterion 2

Use of Evidence

Evaluates the appropriateness and integration of evidence to support the student's arguments.

Exemplary

4 Points

Integrates diverse evidence seamlessly, enhancing arguments and demonstrating deep analytical engagement.

Proficient

3 Points

Uses appropriate evidence to support arguments, demonstrating a solid level of analysis.

Developing

2 Points

Uses limited or fragmented evidence, impacting the strength of arguments.

Beginning

1 Points

Fails to provide or correctly integrate evidence in support of arguments.

Category 2

Comparative Techniques

Focuses on the student's ability to effectively compare and contrast influencers' branding strategies, as per CCSS.ELA-LITERACY.RI.11-12.7.

Criterion 1

Comparison Depth

Assesses the depth of comparative analysis between influencers' strategies.

Exemplary

4 Points

Provides a detailed and nuanced comparison with substantial insights into the similarities and differences of branding strategies.

Proficient

3 Points

Offers a clear comparison with pertinent examples highlighting key strategic differences.

Developing

2 Points

Attempts comparison but lacks depth and specific examples needed to highlight strategic differences.

Beginning

1 Points

Struggles to articulate differences or similarities clearly; comparisons are superficial.

Criterion 2

Clarity of Communication

Measures the student's clarity and precision in communicating their comparative findings.

Exemplary

4 Points

Articulates comparisons with exceptional clarity and precision, employing advanced communication strategies.

Proficient

3 Points

Communicates comparisons clearly with logical organization and effective language use.

Developing

2 Points

Conveys comparisons with limited clarity, affecting overall understanding.

Beginning

1 Points

Struggles significantly in conveying comparisons clearly; lacks organization and coherence.

Category 3

Presentation and Engagement

Evaluates students' oral presentation skills, including clarity, engagement, and handling of audience interaction, aligned with CCSS.ELA-LITERACY.SL.11-12.4.

Criterion 1

Presentation Delivery

Assesses how effectively students deliver their presentations, focusing on systematic delivery and audience engagement.

Exemplary

4 Points

Delivers presentations with exceptional clarity, confidence, and audience engagement showing advanced preparation.

Proficient

3 Points

Provides clear, well-organized presentations with solid audience connection.

Developing

2 Points

Presents content with minimal organization and variable engagement, occasionally losing audience attention.

Beginning

1 Points

Struggles with presentation delivery; lacks organization and fails to engage the audience effectively.

Criterion 2

Response to Feedback

Measures students' ability to handle audience questions and incorporate feedback into their understanding.

Exemplary

4 Points

Excellently addresses audience questions, demonstrating deep understanding and adaptability.

Proficient

3 Points

Succeeds in addressing questions adequately, with useful clarifications and relevant feedback incorporation.

Developing

2 Points

Handles questions with varying success, occasionally providing unclear or incomplete responses.

Beginning

1 Points

Fails to adequately address audience questions, lacking clarity and adaptability in responses.

Reflection Prompts

End-of-project reflection questions to get students to think about their learning

Question 1

Reflect on how your analysis of different social media influencers' branding strategies has changed or deepened your understanding of personal branding on social media.

Text

Required

Question 2

How confident are you in your ability to critically evaluate social media influencers' branding strategies after completing this project?

Scale

Required

Question 3

In what ways do you see the strategies used by influencers influencing your own approach to social media, either personally or professionally?

Text

Optional

Question 4

Which of the standards or learning goals did you find most challenging to achieve during this project?

Multiple choice

Required

Options

Analyzing branding strategies

Comparing and contrasting techniques

Evaluating communication effectiveness

Examining authenticity

Developing analytical skills

Question 5

Rate how effectively the project activities and entry events prepared you for understanding and analyzing influencer strategies.

Scale

Required