A Complete Guide to Beauty Influencer Collaborations

August 11th, 2022 by

They’re beguiling, they’re boujee and they’re the face of some of the most successful marketing campaigns on social media. They are beauty influencers! 

Dominating every platform, the power beauty influencer collaborations yield is not to be overlooked. With their knowledge and expertise on all things makeup and skincare, these influencers are able to come up with innovative new ways to market products that traditional marketing methods cannot support. 

Since their emergence in 2006 on YouTube pioneered by Michelle Phan, they have since changed the landscape of the beauty industry; making huge waves that are still impactful today. 

What is a beauty influencer?

They are trusted social media profiles who influence their organically-grown audiences to purchase certain products and share with them their beauty tips and tricks. Beauty influencers operate within the haircare, skincare and cosmetics spheres and their knowledge and expertise on their niche is what makes them the go-to sources for info on major beauty brands. 

Think of them as that one beautiful friend who always seems to know everything about keeping your skin, hair and makeup on trend and on point. This is why their followers trust them and, therefore, why brands reach out to them for beauty influencer collaborations

Choose your fighter 

The beauty industry is vast and continuously expanding. To ensure that every corner of the industry is reached, beauty influencers can be categorised to suit their niche:

Tutor/Educator – inform their audience about different products – their ingredients, how to apply them, where to buy them etc.

Artist – put their creative skills to the test by using makeup to create elaborate designs on their face and body. 

Guru – long standing experts in their field

Entrepreneur – create their own cosmetic, skincare or haircare lines with their own unique formulas. They can then use their background as an influencer to market to their followers and form collaborations between their brands and others.

Ambassador – work closely with a brand to promote their products. These are often nano/micro influencers, but their audience is highly engaged.

Activist – focused on promoting social responsibility within the beauty industry.

Beauty influencers X Influencer Marketing

The cosmetic industry was leveraging celebrity endorsements decades ago. All social media has done is merely shifted brand strategies to suit the digital age. 

Due to them operating on nearly every social media platform, there is no doubt you would have seen a beauty influencer collaboration—or seven—appear on your screen at some point. This is because of the authenticity and reach of their campaigns and, before you know it, you’ve got family members who told you they couldn’t make it to the barbecue all of a sudden popping up to rave about the new hair tool or makeup product that has just absolutely transformed their life (oh, and that they will be making it to the next one to show it off).

Beauty influencers are known to be feisty and to the point. They know what strategies work and are up front and honest about the products that they are reviewing/testing. Giving them creative freedom is key to a successful campaign, as well as being prepared to overcome any knock backs should they not like a product they have been sent. 

We know this sounds a bit scary, but the benefits of running a beauty influencer collaboration far outweigh the disadvantages. Here are a few to convince you:

Social media is the predominant hangout zone for consumers 

At this point, with over 3 billion social media users, it would be silly not to utilise any form of influencer marketing, particularly when statistics show that 67% of beauty enthusiasts turn to online beauty influencers before making a purchase.

It is more affordable  

Who doesn’t want to save money?! In comparison to traditional marketing methods, influencer marketing is much more affordable. While some mega influencers can be costly, micro influencers certainly aren’t and they usually have the most engaged audiences.

It is effective 

Whatever product/service it is that you are looking to launch, you will never be stuck for creators within your niche to market it. The influencer’s honest reviews will deem them a trustworthy source by users, suggesting that anything they promote in the future will be trustworthy (and purchase-worthy) also.

Examples of beauty influencer collaborations

As self-confessed beauty enthusiasts, we cannot say that collating this list was easy. There are so many iconic influencer makeup collaborations that truly changed the game for today’s generation of beauty influencers, but we have narrowed it down to those we feel reaped the most rewards. Without further ado, we have:

 

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A post shared by Morphe (@morphebrushes)

James Charles X Morphe – 2018

One of the most powerful beauty influencer collaborations is also an incredible moment for men in makeup. This palette sold out in less than ten minutes after its launch and if you posted a YouTube review you were automatically guaranteed a surplus of views due to the sheer number of people who could not get their hands on it dying to see it in action.

 

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A post shared by J A C L Y N 😜 (@jaclynhill)

Jaclyn Hill X Becca Cosmetics – 2016

One of the most viral beauty influencer collaborations to ever see the internet. Though the brand Becca is sadly no longer with us, it was responsible for producing potentially the most popular highlighter the beauty industry was ever graced with; Champagne Pop. If you were seen to be wearing this on your face in public, everyone automatically saw you as “that girl” and if they didn’t, the blinding glow from the highlighter would direct their attention to you anyway. A cult classic!

 

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A post shared by Anastasia Beverly Hills (@anastasiabeverlyhills)

Nicole Guerriero X Anastasia Beverly Hills – 2017

Possibly the most prestigious of beauty influencer collaborations to come out of the woodwork; this saw high-end cosmetics line ABH meet the glow queen, Nicole Guerriero. This limited edition highlighter palette sent fans crazy upon its launch and became a staple in many people’s makeup bags for years to come. 

FAQ’s

Who is the most famous beauty influencer?

Huda Kattan – founder and CEO of Huda Beauty – has 49.3M Instagram followers and 4.15M YouTube subscribers. Her brand shot to fame when Kim Kardashian revealed she wore Huda Beauty false eyelashes; proving the power and effectiveness of celebrity endorsements.

How do beauty influencer collaborations work?

  1. Establish which campaign type you want to run with
  2. Decide which platform you want to promote your brand on
  3. Research influencers on this platform whose image and values align with your brand’s 
  4. Pick an influencer with a good engagement rate 
  5. Contact your influencer with details about the collaboration and let them know what’s in it for them
  6. Hand over creative control – your influencer knows their audience better than anyone else and so they know what sells! 
  7. Consistently track and measure the campaign results.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Contact us

 

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Posted in Industry Trends, Social Media Marketing News

Understanding Influencer Marketing

August 11th, 2022 by

For those of you who still aren’t familiar with the term ‘influencer marketing’, we are here to take you out of that shell you’ve been inhabiting and guide you into the modern, digital era.

Of course knowing the ins and outs of influencer marketing might not be beneficial to everyone on the internet, but if you have willingly opened up this blog, that tells us that you are either an aspiring influencer looking to make money from your social media profile(s) or you are a brand looking to utilise influencer marketing for your next campaign. Whichever category you fall into—or whether you are simply curious about what influencer marketing entails—everything you need to know about understanding influencer marketing is written below.

Understanding influencer marketing: The Basics

What is influencer marketing?

Simply put, it is the relationship between a brand and a social media influencer within which the influencer will promote the brand’s products/services through various social media platforms such as Instagram, TikTok and YouTube; oftentimes, in exchange for money. 

Not to be confused with celebrity endorsements, influencer marketing goes much deeper than this. Influencers are typically considered experts in their respective fields and obtain their large, loyal followings because of the wealth of knowledge they are able to share with those interested. Because of this, they are headhunted by brands who are looking to reach the influencer’s audience with their product/service. For these brands, it is much more beneficial to reach a smaller, more-engaged audience than utilise influencers with hundreds of thousands of uninterested followers. 

Understanding influencer marketing: How does influencer marketing work?

On the surface, influencer marketing appears to look like popular people on the internet posting promotional content for a brand, however there is much more to it than meets the eye. 

It is true that, at its core, influencer marketing is essentially the collaboration between a brand and an influencer, but the steps taken to get this collaboration up and running are strategically put in place and require hard work. Knowing these steps is key to understanding influencer marketing.

Collaborations, more commonly known as influencer marketing campaigns, can take on many forms, with the most common being:

  1. Sponsored posts
  2. Brand ambassadors
  3. Product collaborations
  4. Discount codes and affiliates
  5. Giveaways and competitions
  6. Brand events

Each of these campaign types have different processes and reap different benefits, however the initial steps taken to set them up are always the same. 

It all begins with choosing the right influencer(s). Brands must choose influencers whose: 

  1. Image and values align with their own 
  2. Audience is their target demographic
  3. Engagement rate is between 1% – 5% (want to know more about influencer engagement rates? Click here)

A brand’s choice of influencer will determine which campaign type will be run. The size of the desired audience is a key factor in outlining ideal goals and objectives. For example, micro influencers are known to have niche followings of roughly 10k -100k users. This is not as large as some macro influencers with 500,000+ followers and so campaigns that are targeted at driving sales, as opposed to increasing brand awareness, are most likely going to be more successful. And vice versa. If your marketing strategy goals are to increase brand exposure, partnering with macro influencers who have the large followings is going to be your best shot at achieving this. 

The rest of the collaboration process will oftentimes look like this:

  1. Outlining the campaign goals and objectives (personal and numerical)
  2. Deciding which campaign type to run
  3. Discussing with the influencer(s) which product/service will be promoted
  4. What content will be needed from the influencer(s)
  5. What benefits the influencer will receive from this collaboration
  6. How the results of the campaign will be tracked and measured

Understanding Influencer Marketing

Understanding influencer marketing: Why is it important?

It is no secret that more and more sectors are shifting online; such as banking, health sectors and marketing. As with everything nowadays, it is very easy to get left behind and find yourself out of the loop; creating yourself a long path back to the modern day, should you leave it too long. The same applies to the marketers. Staying in touch with online updates and social media changes is imperative to driving successful campaigns. 

With the domination of social media platforms like YouTube, Instagram and Facebook came the reduced interest in and interactions with traditional marketing methods. Users are now given freedom over how they wish to view content and brands have soon come to view this as a hindrance…until the utilisation of influencer marketing. This modern method allows brands to increase their reach as their audience spreads further out across the internet and the influencers are the key to locating where they are at. 

Understanding influencer marketing: What are the benefits?

We understand that there is a possibility that you are still sitting there asking yourself ‘does influencer marketing actually work?’, so, to convince you that there is a purpose to all of this, we have compiled a list of benefits that influencer marketing reaps; should you decide to take the leap of faith.

It quickly builds trust – influencers have spent a long time building credibility, trust and genuine relationships with their followers. This means their followers respect their content and their recommendations. As a brand being recommended by said influencer to their audience, this automatically deems you trustworthy too.

Improves brand awareness – a recommendation or promotional post by an influencer immediately expands your reach and positioning online. They key? Ensure that you are providing valuable content that adds to their social presence too. Remember, this is a partnership. 

Enriches your content strategy – sharing influencer content can help fill in the gaps in your own content schedule. 

Effectively reaches your target audience – Through relevant influencers, your content is automatically placed in front of users who are already interested in your niche. Rather than conducting the audience-targeting-research yourself, the influencer is your key to already having them in place and ready to receive information from you. 

Builds winning partnerships – Building a long-lasting relationship with an influencer could lead to powerful things in the future, such as product collaborations, live events and/or joint ventures. 

FAQ’s

What is influencer marketing and how does it work?

Influencer marketing is a marketing technique that utilises popular social media accounts to promote a brand’s products or services. 

A brand will select an influencer/group of influencers to work with and run what is known as an influencer marketing campaign to achieve certain goals and objectives set out prior to the collaboration. 

How do you use influencer marketing effectively?

Understanding influencer marketing is vital in order to do it effectively. We’ve listed our top tips below. 

  1. Document your goals and key performance indicators (KPIs)
  2. Understand the influencer landscape; what types of influencers are out there, how is their engagement rate etc.
  3. Connect with influencers organically – don’t try and sell a collaboration, let the influencer know what’s in it for them
  4. Keep measuring and tracking your results throughout the campaign to understand what works well for your brand and what needs improvement.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Contact us

 

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Posted in Influencer News, Social Media Marketing News

Influencer Engagement Rates: All You Need to Know

August 4th, 2022 by

Times have changed. Becoming an influencer in today’s climate no longer requires hundreds of thousands of followers. However, the interactions followers have with an influencer’s content is essential to becoming a successful influencer and maintaining this status. 

As a brand, understanding how to choose an influencer is understanding influencer engagement rates and how they can impact your next campaign. The influencer may post pretty pictures and use the correct hashtags, but are they engaging their audience and driving results for the brands they partner with? 

If you want the lowdown on all there is to know about the engagement rates of influencers and how they can be calculated then this blog is just for you. 

What is influencer engagement?

Engagements are any interactions a user has with a social post, whether this be likes, comments, shares and clicks. Types of engagement vary depending on the social media platform—ie, Twitter has retweets—but all of them amount to an overall engagement rate. This rate signifies the average amount of engagements an influencer is getting overall. 

How do you calculate an influencer’s engagement rate?

This is relatively straightforward, and only requires access to a chosen post on your influencer’s profile. 

Engagement rate=

(Likes+comments) / Total number of followers

Choose a post on your influencer’s profile and add up the total number of likes and comments it has received. 

Once you have this number, divide it by how many followers your influencer has and voila! That is their engagement rate. 

REMEMBER: this is just the engagement rate of whichever post you have chosen. In order to calculate the engagement rate of an entire profile, you will need to find the average engagement rate over a minimum of 10 posts. 

Why is influencer engagement important? 

Above everything, an influencer’s engagement rate will tell you whether they are consistently producing top-performing content. If this is the case, they will be able to drive impressive results for your brand. 

You may have curated a pool of talented influencers, but analysing their engagement rate will cherry pick those who are able to solicit interactions from their followers, increasing the interactions they then have with your brand and the overall success of your campaign. 

Marketers report that clicks are another important factor when it comes to choosing influencers for a campaign. They may fit your campaign in terms of aesthetics and values, but this will not generate a positive return on investment. Clicks essentially drive conversions and these are vital for driving traffic to your brand’s profiles or web pages. 

What is a good engagement rate for influencers?

While this number can vary depending on audience size and platform, an average engagement rate for influencers typically falls anywhere within 1% & 5%. 

Does size matter for influencer engagement?

We’d love to be humble and say no, but, unfortunately, in this case it really does. 

Macro influencers and celebrities were once extremely sought after by brands for influencer marketing campaigns due to the sheer size of their following. They saw this as an opportunity for exposure to as many people at once as possible. As the dawn of the micro influencer came, brands were beginning to notice that campaigns with these influencers were much more successful in comparison. 

It was quickly discovered that micro influencers had closer relationships with their audience, and were therefore able to push sales of certain products, as opposed to the macro influencers/celebrities who never knew their audiences personally. 

The size of an influencer is often very telling of the engagement rate they should be at or working towards. The engagement rates of Instagram influencers is where these numbers vary greatly. A nano influencer is expected to sit at an average engagement rate of 3.86% while a mega influencer, with 1million+ followers, has an average rate of 1.21%. 

Does platform matter for influencer engagement?

In short, yes. 

Social media platforms like TikTok are built on short-form video content, a trend that is currently taking the social media-sphere by storm. Due to the sheer volume of users, creators gain considerably more views on content here than those on any other platform; therefore organically increasing the average engagement rate of TikTok creators. 

Influencer Engagement Rates: Final Thoughts 

Now you understand what engagement rate tells you about an influencer’s performance, you can narrow lists of influencers down to those who are able to deliver the best results for your brand. Keeping in mind the size of an influencer’s following and the platform upon which they operate is vital and will paint a clearer picture of what to expect with regards to their engagement rate; meaning from here on, you can determine whether or not their partnership will be of value to you. 

FAQs

What is an influencer’s engagement rate?

This indicates the amount of interactions an influencer’s post gets from that platform’s users. These come in the form of likes, comments, shares, saves, clicks etc. and are important in signifying to brands how well a promotional post on that influencer’s profile could potentially do. Essentially, an influencer’s engagement rate will tell brands how highly performing of a creator they are. 

How is influencer engagement measured?

The formula is: 

Total number of likes + total number of comments / the number of followers. 

This is the engagement rate for one post. To find out an influencer’s overall engagement rate, you will need to find the average rate of a minimum of 10 posts. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Contact us

 

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Posted in News

Basics of Influencer Marketing

August 4th, 2022 by

If you are present at least somewhere within the social media-sphere, we’re sure you have seen countless promotional posts created by popular accounts for an array of different brands. This is influencer marketing and, within the last decade, it has taken the marketing industry by storm. Revolutionising the way brands communicate with consumers, the basics of influencer marketing are based on the notion that people value the recommendations of people they like and trust. 

Influencer Marketing Basics

The basics of influencer marketing: What is it?

When talking about the basics of influencer marketing, it’s best to start at the beginning. While the industry is constantly evolving to adapt to shifts in the online world, at its core, influencer marketing is a hybrid of old and new marketing tools. It takes the idea of celebrity endorsements and places it into a modern-day, content-driven marketing campaign; that sees the collaboration between brands and popular social media accounts called ‘influencers’.

The basics of influencer marketing: What is an influencer?

Unlike celebrities, influencers can be anyone and are found everywhere. They can seem like ordinary people with a modest following of 10k-100k or they can have large followings of 500k+, but whatever the size of their audience an influencer is defined as being someone who has:

  1. The power to affect the purchasing decisions of others because of his/her authority, knowledge, position or relationship with his/her audience
  2. A following in a distinct niche, with whom he/she actively engages. 

A common misconception made by traditional media is that influencers are celebrities. If becoming a celebrity was as easy as gaining 10k followers on a social media platform, the whole world would be one!

Influencers are considered experts within their field. It is not a coincidence that they have the audience that they do. They are often many people’s go-to for questions regarding their expertise and the content they create is made with the aim of providing new and insightful information to those interested. Just like a boss level in a game, this niche audience is what the brands are after and the only way to get to them is through the influencer; hence, a collaboration. 

The basics of influencer marketing: Influencer x brand collaborations 

More commonly known as influencer marketing campaigns, collaborations between influencers and brands can take on many different forms. The most common being:

  1. Sponsored posts 
  2. Brand Ambassadors
  3. Product collaborations
  4. Discount codes & affiliates 
  5. Giveaways and Competitions
  6. Brand events

While each of the above collaborations entail different processes and reap different benefits, the initial steps taken when beginning a campaign are always the same.

The perfect collaboration you see on your screen in front of you most likely is a result of strategic planning; which all begins with dissecting a pool of carefully selected influencers in order to find the perfect match. Brands must choose influencers whose values and image is in alignment with their own and whose audience is also the brand’s demographic in order to run a successful campaign. As well as this, the influencer must have sufficient engagement rates to reassure the brand that their product/service is not falling on deaf ears.

Once the influencer/group of influencers is chosen, the collaboration is well underway. Next on the agenda to discuss will be:

  1. What type of campaign will be run
  2. What product/service will be promoted 
  3. What the campaign’s goals are (personal and numerical)
  4. What content will be needed from the influencer(s)
  5. What benefits the influencer will take from this collaboration
  6. How the results of the campaign will be tracked and measured

Facts about influencer marketing

Now that you are clued up on the basics of influencer marketing, you may be sitting there and wondering if this is something you could get on board with, either as a brand or as an influencer. The answer is always going to be ‘yes, you can!’. As a post-pandemic world has sky-rocketed influencer marketing into a $13.8b industry as of 2021, it begs the question, just how big is influencer marketing?

Here are a select few statistics and facts about influencer marketing that just might convince you to hop on the bandwagon and enter the modern, digital era. 

High average earned media value per $1 spent on influencer marketing

Businesses earn an average of $5.78 per $1 spent on influencer marketing, while others can earn up to $18. 

The majority of marketing companies intend to increase their influencer marketing budget

It is clear that influencer marketing is that which most companies see as valuable, with 62% who already utilise the tool, opting to increase their budget for it in the next year.

The industry is set to expand

By the end of 2022, the influencer marketing industry is projected to sit on $16.4b. This growth is attributed to growing short form video platforms such as TikTok, Instagram and YouTube.

More brands will leverage micro influencers

With micro influencers set to dominate 2022, many brands are now looking to utilise their incredibly niche audiences for personal gain. The market share for these influencers grew from 89% in 2020 to 91% in 2021, and is only set to grow by the end of this year. If you are looking for your next paycheck, micro influencing is the key. 

FAQ’s

What do influencers do in a marketing campaign?

Influencers promote the product/service of a brand they are in collaboration with, to their followers in order to drive sales, increase exposure or drive traffic to the brand’s social pages.

What is an example of influencer marketing?

In 2015, clothing retailer Zara netted $2.3b in annual profits by leveraging its social media campaign with the help of top Instagram influencers who are considered the most fashion-focused. By using influencers, they were able to give the impression that their products were more accessible than high-end clothing. Their #iamdenim campaign combined working with ‘real people to produce clothing for ‘real people’ and one of their video posts gained over 355,000 views due to this openness and authenticity. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Posted in Social Media Platforms

Music Influencers

August 4th, 2022 by

It seems just about anything can be promoted by influencers nowadays, so why not music? 

Before social media ruled the world, a new release from an artist would be publicised by their record label in traditional media formats such as on the TV and in newspapers. If the artist didn’t have a record label, news about their upcoming single or album release would most likely take place at their next concert on stage as they say something along the lines of “this next song is a new one from the album [insert album name here] which will be out on [insert date here]. Hope you like it”. It really was that simple and it really did work. 

Social media has unveiled new and exciting ways to promote upcoming music releases, with the utilisation of music industry influencers and music influencers becoming a new norm. If you are a brand looking to market to those in the music industry, working with a music influencer just might be your best shot at reaching them. 

music influencer

Music industry influencers vs. music influencers

Simply put, one speaks to industry insiders and one speaks to music fans. 

Before beginning to reach out to influencers, a good first step would be to take what it is you are trying to market and find its place in the industry. Are you an aspiring musician looking to gain exposure on a new track or are you looking to promote your client who sells booth-standard microphones for recording studios? Whichever category you fall under will determine which influencer type you are best suited to and which will bring you the most success. 

Meet the music industry influencers

The clue is in the name. These are influential social media accounts to those working within the music industry. Their audiences are typically made up of industry insiders, such as label executives and pretty much anyone who makes music their business. 

Due to their powerful reputation both on and offline, working with a music industry influencer could potentially get your foot in the door with those who help power the famous acts that you know and love. As a rare bonus, working with these influencers might also get you limited access to the stars in their orbit, but don’t expect or rely on it. 

Meet the music Influencers

These are influencers who cater to the music fans, as opposed to industry insiders. Whether they are budding or already famous stars, utilising them can increase the size of your audience and find new customers. 

There are countless opportunities when it comes to partnering with a music influencer for your next campaign. Perhaps they could write/perform a small jingle that goes hand in hand with your next product launch or they could use your product during a performance/interview. 

The top music influencers are the Justin Biebers and Taylor Swifts of the world. While it would be life changing to partner with them, there are also many benefits to partnering with smaller, independent artists with fanatic fanbases. 

 Meet the music Influencers

Where can I find these influencers?

Instagram 

Being the hub for influencer marketing, the top music influencers on Instagram are guaranteed to increase awareness and drive sales for your brand. 

The current rankings for the top five music influencers on this platform are as follows: 

  1. Selena Gomez – 339M followers – 0.96% engagement rate
  2. V (of BTS) – 48M – 27.5% engagement rate
  3. Jennie (of Blackpink) – 68M followers – 12.2% engagement rate
  4. Billie Eilish – 104M followers – 4.9% engagement rate
  5. Lisa (of Blackpink) – 80M followers – 8% engagement rate

Stories and Reels are the ultimate powerhouses for music promotion on this platform. When an influencer features a track in their Post, Story or Reel, a link to the track will then be automatically added to the app’s in-house music library. 

YouTube 

The original talent scout. Many people rose to musical fame on this platform.

Today, the top music influencers that dominate YouTube are:

  1. Conan Gray – 4.74M subscribers
  2. Madison Beer – 2.81M subscribers
  3. Nezza – 364k subscribers

TikTok

The newbie, but not to be underestimated. TikTok music influencers can rise to fame in a fraction of the time it would take them to on any other platform. Partnering with one of them could potentially set your brand up for life. 

The current top TikTok music influencers are:

  1. Loren Gray – 54.6M followers
  2. Ashnikko – 4M followers
  3. Dixie D’Amelio – 57.5M followers

With the unpredictability of what will go viral on TikTok and when, you can opt for partnering with smaller accounts that will cost less money than forking out a premium for a big TikTok music  influencer. 

Final Thoughts

There are many platforms to either begin or endorse a music career on, whether it’s as the musician or as the industry insider. Everyone is connected, and pretty much everyone loves music, so it is not hard to find your genre or niche. Utilise music influencers and the reach they have on their respective platforms and you just might launch the start of something brilliant.

FAQs


What does a music influencer do?

Like any other influencer, music influencers promote a brand’s products/services or new album/single release to their audiences consisting of music fans or industry insiders. 

Who is the biggest music influencer?

Selena Gomez stands as the current reigning music influencer with 339M followers on Instagram.

What is a music influencer example?

In 2015, superstar Justin Bieber posed shirtless for Calvin Klein. This led to the brand making $723 million dollars after the ad. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Influencer Marketing Predictions

August 1st, 2022 by

The only constant in the influencer marketing landscape is that it’s constantly changing! With companies slashing traditional marketing methods in 2020 as a result of the pandemic, 2021 was a year that solidified digital marketing as a dominant method; bringing with it changes that have altered the landscape permanently. 

In this blog we focus on the influencer marketing predictions and trends for 2022 and how the post-pandemic digital era has influenced this year’s forecast

Gone but not forgotten

Before diving into our influencer marketing predictions, understanding trends from previous years is helpful in understanding where this year’s influencer marketing predictions stem from. 

2020 saw an influx in prolonged periods of staying at home, and therefore an increase in video consumption, as many people turned to DIY content to fill their time by becoming home chefs and self-care gurus. This paved the way for brands to capitalise on digital marketing as the whole world and their dogs were glued to their screens looking for some form of escape from the horrors outside. 

The digital marketing boom gave birth to a new wave of influencer marketing and in 2021 we saw the rise of the micro influencer; a wildcard that many brands utilised for quick turnaround times and personalisation. As well as this, micro influencers offered brands access to such niche audiences that they otherwise would not have found alone. As a result, the influencer marketing industry has been through a significant transformation in recent years, solidifying itself as a mainstream marketing tool and proving its adaptability as it moves with the changes on social media. 

 New year, new industry

As proven by influencer marketing trends in previous years, this industry has had many faces. From popular YouTubers promoting topshop joni jeans in 2009, to the burning desire to collaborate with a celebrity to feel like you’ve “made it”, we step into 2022: the age of the micro influencer. 

Bringing us to the first of our influencer marketing predictions…

 Influencer Marketing Predictions #1: The rise of the nano & micro influencer

Given their groundbreaking entrance to the industry last year, it’s no surprise that micro influencers will be a leading trend in 2022. Their authenticity and niche communities are what attracts brands to them. 

The industry is set to shift to a more data-driven approach and the high engagement rates and affordability makes micro influencers the perfect partner. These favourable insights mean more and more brands are not only willing to work with them, but also hand over creative control with regards to branded content as they are affirmed of its success rate in advance due to countless success stories from other collaborations over the past year. 

Being a micro influencer does not require the huge followings that being a macro influencer entails. Therefore, it really is a job open to anyone; should they put the hard work in, of course. Predictions show that within the next 5 years, one billion people will self-identify as a creator and with the development of social media apps making it easier to become one, many people will begin to consider swapping traditionally big life events, such as going to university, for monetising the content they create online. 

Perhaps you could be tomorrow’s viral sensation.

Influencer Marketing Predictions #2: Social commerce

The very end of 2021 saw the UK’s first shopping livestream via TikTok and in 2022, this number is expected to soar. Social media platforms are looking to occupy a larger space in the online shopping realm and are making it easier for brands to sell their products through them. 

Live e-Commerce, originating from China, is the perfect way for brands to connect with the right target audiences and turn them into customers. Those who offer accessible and affordable products are more likely to make use of this new concept and, with the help of influencers, it will become a new influencer marketing strategy; solidifying the connection between creator, brand and consumer. 

Influencer Marketing Predictions #3: The Metaverse

A concept that remains at arms length with many brands, and rightfully so, big brands are starting to jump head first into the metaverse due to its inevitable coming. If you can’t beat them, join them, right?

As seen in 2021, big-name brands in fashion and tech began dipping their toes in the waters of the metaverse with the creation of collections available exclusively to users in the virtual world. In 2022, it is expected that an increase in investments from brands looking to mainstream the metaverse will occur. Alongside this, we will witness a surge in the number of brands deploying technologies such as AI influencers to promote their products and services. Yes, this does mean AI influencers like Lil Miquela and Shudu are here to stay. 

Influencer Marketing Predictions #4: Short form video

The influencer marketing forecast for 2022 is, without a doubt, set to be the most successful and transformative yet. 

At the end of 2018, the net worth of the industry was $4.6 billion. This figure increased to $13.8 billion in 2021 and is predicted to sit at $15 billion by the end of 2022. Just because the industry needs even more hyping up, it is important to note that as of today influencer marketing is the main marketing strategy of approximately 90% of brands – making it very clear that influencer marketing is here to stay. 

FAQs


How do you measure the effectiveness of influencer marketing?

Keeping track of your influencer marketing campaign’s engagement through metrics such as likes and reactions, shares, comments and brand mentions is an effective way of measuring its success. 

What are some predictions for influencer marketing in 2022?

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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The Age of Avatars: How Avatars are Taking Over Social Media

August 1st, 2022 by

If you are a frequent user of social media, you will be aware of the emergence of digital avatars through the likes of Snapchat, Facebook and Instagram. In fact, even if you are not an avid social media user, but have any Apple products, you will have stumbled upon the 2D and 3D Memoji feature in iMessage. 

Given most people’s familiarity with avatars nowadays, the exploration into exactly why people resonate so much with creating their own and what that means for them in terms of communication, is still very much on-going. 

A good place to start would be in the origins of the avatar (and, no, James Cameron is not their founding father). 

Avatars in Gaming

With today’s avatars being a lot more interactive and representative of our personal identities, the origins of the avatar actually stem from the gaming industry in the 80s. Though limited in their customisation options, users could choose from a selection of heads and bodies to create an avatar they felt best suited them in the game. These avatars could then walk around and talk to one another through chat bubbles that would appear above their heads on the screen.

Avatars in Gaming

The world was then taken by storm through the unveiling of The Sims in 2000. This provided users with the first opportunity for expansive customisation and therefore it became a lot clearer that the avatars people were creating for themselves were representations of who they best felt suited them and the life they desired to lead in the real world. Given the opportunity to live an alternate life as a Simoleon in SimNation, people were now finding new levels of escapism from the real world; a recurring theme which would come to present itself in all future gaming releases. 

Avatars on Social Media

The older generation often berates us by saying we live our lives on social media and pre-2016 we would’ve furrowed our brows in anger as we denied this claim. However, with the release of the Bitmoji on Snapchat, there perhaps is a little more truth to what our elders have been saying than we care to admit. 

Avatars on Social Media

Snapchat became the first major social media platform to cement their position in the avatar realm through the acquisition of Bitmoji and Bitstrips. This allowed users to now create their own digital avatars visible to themselves and others on the app, with an emphasis on appearance adjustments and digital clothing options. Using these customised Bitmojis as a way of communicating is done in the way of selecting a Bitmoji sticker that represents the activity you are doing/want to do or a certain expression that you wish to convey, and sending it to your Snapchat friends. To get them involved, you can click and hold down on your chosen Bitmoji sticker and select which Snapchat friend you would like to join you on there. 

Since the birth of the Bitmoji, other social media giants slowly began to ease their way into avatar creation and rightfully claimed their slice of the pie. 

Avatars on Social Media

Platforms belonging to the Meta group—Facebook, Instagram and Whatsapp—as well as TikTok, now offer users the opportunity to create their own avatars. Facebook launched their customisable avatars in 2020 and, unapologetically nearing an exact replica of the Bitmoji, they come with an even more extensive range of expressions and emotions than their competitors. Facebook issued a statement upon the roll out of these avatars, claiming their purpose to be a new form of self-expression for everyone around the world. 

Similarly, those launched on Instagram withhold a plethora of material and physical features, with the app claiming that their roll out of avatars is essentially an “advanced version of The Sims”. The only major difference between the avatar creative process on Instagram in comparison to other apps, is the fact that there is no option for gender selection. Instead users are tasked with expressing their gender identity through their choice of appearance; creating an inclusive experience for all. 

Social Media Avatars for Branding

If you are a brand watching all of this ‘avatar malarkey’ unfold, but don’t have an app and aren’t quite sure where you fit in, we’ve got you covered. 

With each app’s avatar-creation process offering the user countless different ways to express themselves through clothing, accessories and beauty tidbits, brands are now looking to not only deck real human beings out in their clothes and accessories, but also those in the virtual world. 

If you thought real people were flamboyant enough, wait until you meet their avatars.

 Social Media Avatars for Branding

Take Snapchat as a prime example. Bitmoji fashion is a key feature on the Bitmoji app and collaborates with internationally-renowned designers/brands to bring your avatars the latest and most fashionable outfits to flaunt around the virtual world in. Previous collaborations include Ralph Lauren, Adidas, Converse, Nike, Off White and Levi’s; just to name a few. What’s more, all of these branded clothes are free to dress your bitmoji up in! Who doesn’t love free clothes?

It is fair to say that avatar creation and customisation has come a very long way since its birth, but given today’s technological advancements, we are not entirely convinced that everybody understands just how far avatars have been pushed… 

Enter: the Metaverse. 

Taking it one step further, Meta group recently revealed its plans to launch the Avatars Store; a virtual store existing within the Metaverse which will allow users of its social platforms to purchase and dress their avatars up in items from designer brands. Brands such as Balenciaga, Prada and Thom Browne are set to partake. 

To many this all may seem rather extravagant and unnecessary, however, the intricacies of personal avatar creation breathe a whole new life into the art of self-expression. Sebastian Borget, co-founder of blockchain-based Metaverse project, The Sandbox, describes it as such:

“By leveraging avatars, anyone can express themselves digitally in ways that weren’t possible before. Moreover, truly owning your identity and being able to carry it through an NFT across multiple decentralised applications and virtual worlds is one very concrete and easily understandable example by mainstream audiences” 

The Future of Digital Identity in the Metaverse 

The Metaverse is coming and these fun, little digital personas are the first piece of the puzzle. While the way its environments will evolve is difficult to determine, industry experts believe that avatars are a key building block for the future of personal identity in the Metaverse. 

While we are very much in the early stages of the transition over into the Metaverse, artificially intelligent avatars present on social media give us a sneak peek of what’s to come. Cohabiting what once was solely a space for living, breathing human beings, with virtual avatars allows us to grow accustomed to parasocial interactions with them in preparation for our eventual co-existence in the Metaverse. 

Just as an extensive range of customisation options for our avatars is vital for self-expression, diversity and inclusivity is equally important among currently existing virtual avatars; whether it be in fashion, music or influencing. Building virtual influencers with more emphasis on true humanity rather than with polished, mainstream ideals, new and relatable narratives for people with an array of backgrounds and experiences will be generated. In turn, this will shift people’s exposure to diversity in the metaverse to default rather than it being an afterthought. 

The development of social media has seen an exponential change in communication methods. The evolution of social avatars has greatly contributed to these as well as increased engagement and tapped into the newly discovered interest of personalisation in the digital age. While avatar creation becomes more and more life-like, now closely representing one’s physicalities, personality traits and expressions, self-expression is at an all-time high. It is these customisation choices that will lead people to finding communities to gravitate towards and communicate within the Metaverse. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Posted in Social Trends

Influencer Marketing for Businesses

August 1st, 2022 by

Behind the lavish events and expensive PR packages is a flexible marketing strategy that can be tailored for success by almost any business; regardless of size. Many believe that influencer marketing is reserved for the mega brands, but this is not the case.

Influencer marketing can seem daunting, but if you are curious about how to use it as a small business, then this blog covers all you need to know; from benefits to reaching out to your first influencer. 

Before diving in, if you are unfamiliar with what influencer marketing for businesses is and how to use it, click here to find out. 

Influencer Marketing for Businesses: the pros

Authentic content

When considering influencer marketing for businesses, handing creative freedom over to an influencer means you are guaranteed authentic and original content associated with your brand to be published. This will ensure that any promotional content related to your brand does not look like a recycled copy of another brand’s content, which is what traditional marketing methods run the risk of. The creative freedom also allows your influencer to stay true to their aesthetic—something that their audience clearly love to see; increasing engagement and brand awareness. 

Trusted sources

Influencers are real people, making a real living from social media marketing. This means that anything they recommend must be as realistic and authentic as possible otherwise their followers will see right through the facade of promoting products they do not actually like/use. If you are fortunate enough to partner with an influencer who is willing to promote your product/service, this will automatically deem you as trustworthy to their audience; essentially increasing your ROI. 

Cost Effective 

The beauty of influencer marketing for businesses is that it can be tailored according to your budget. You do not need to spend thousands of pounds on flying influencers out to a hot country to promote your brand. Sometimes all it takes is an invite to an exclusive event or sending one of your products to an influencer in the post for your brand to gain exposure. 

Huge Reach

Following on from the previous point, influencers have audiences who are willing to listen to them. This means that by working with just one influencer, you automatically have access to thousands of potential customers. This also eliminates the need for you to spend time individually searching for those who make up your target audience. 

Influencer Marketing for Businesses: the cons

Complete honesty

A blessing and a curse when it comes to influencer marketing for businesses is how honest influencers will be about a product they do not like; something that is also appreciated by their audiences, as it highlights their genuineness. While this can be great for ensuring that you are partnering with an influencer who has a loyal following, it can also do a huge amount of damage to your brand. 

Can be expensive 

It is true that influencer marketing can be incredibly cost-effective for small businesses, however, when it comes to partnering with bigger influencers and influencers who do this as a full time job, they can sometimes ask for payment in return for their promotion of your product. In addition to this, you might be such a small business that it would lose you money sending your product out for free. The flip side of this is that sacrificing that money could gain you extra sales which could make it all back, with profit. It just depends on which risks you are willing to take and if they are the best thing for your business. 

How to start a campaign

You’ve made the decision to utilise influencer marketing in the hopes of increasing awareness of your business and, eventually, drive sales, but where one earth do you begin? 

What are your goals?

What do you aim to achieve through this influencer marketing campaign? Is it simply to gain more followers on social media? Perhaps it’s something a bit more technical, like increasing sales by 10% over the next 6 months. Your goal will determine what influencer you partner with. 

Choose your fighter

Choosing the right influencer is vital to achieving the goals set out in step one. Do your research before jumping straight in with the first influencer you find. Picking somebody who matches the image and values of your small business is a no-brainer, but also ask yourself the following questions: 

  1. What’s their engagement like?
  2. Have they done similar collaborations in the past? How successful were they?
  3. Do you see yourself forming a long-term relationship with them?

Bigger isn’t always better

Don’t ignore micro influencers just because of the size of their audience. You will often find that micro influencers have more engaging and trusting relationships with their followers, meaning that anything you ask them to promote will not fall on deaf ears. 

Reach out

Before reaching out, it is important to check that you are a follower of their account, yourself. This is a two way street. If you show them how supportive you are of their work, they are more likely to want to hear what you have to say. Where appropriate, engage with their posts over a period of time before sliding into their DMs. 

When the time comes to reach out directly, be friendly, open and honest. Open with an enticing subject line, give them creative control and don’t forget to thank your influencer for their time at the end.

Top Tip: don’t forget to let the influencer know what benefits they can expect from you. After all this is a partnership. 

Track your results

You’d think this would be the most obvious step, but you’d be surprised at how overlooked result measurements are. In tracking and measuring your results of the campaign you will soon be able to compile a list of what works well for your brand and what doesn’t. These lists will greatly benefit any future campaigns to choose to run and guarantee more and more success each time. 

Influencer Marketing for Businesses: Final Thoughts

Influencer marketing truly is for businesses of all sizes. If you are determined to increase brand awareness, gain exposure, drive sales and increase ROI then you can tailor this marketing method to suit your budget and needs. With being a smaller business there are extra financial risks to consider, as you may not have the extravagant budgets that the mega brands have, however, we don’t believe this should be a deciding factor for whether you opt for utilising influencer marketing. 

FAQ’s

Can a local business use influencer marketing?

Yes! Using influencer marketing, no matter the size of your business will increase engagement, brand awareness and drive sales.

How do small businesses approach influencers?

  1. Outline your goals
  2. Choose the right influencer (make sure you are following and engaging with them!)
  3. Reach out to your influencer with details about the collaboration
  4. Track the results .

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Posted in Social Media Platforms

Micro Influencer Collaborations

August 1st, 2022 by

Who remembers the days when young people aspired to be doctors and astronauts?

As influencer culture has entrenched the internet, the dreams of young people today have turned to becoming social media stars. Instant fame is just one viral post away, so it’s no wonder people are constantly sharing pictures of their food and daily activities with their followers; no matter how large or small the audience.

The age of the micro influencer is upon us and if you are a brand looking to target the right audience, widen your reach and increase sales, this rapidly expanding breed just might be the key to your success. 

Micro Influencer collaboration: does size really matter?

The age old question. 

Micro influencers are defined as social media accounts with anywhere between 10,000 and 100,000 followers. While this is considerably less followers than a macro influencer account with 500,000+, the power of the micro influencer is not to be underestimated. 

Due to their concentrated following, consisting of an audience well-acquainted with the niche the influencer falls under, micro influencers often have a more trusting and authentic relationship with their followers. This relationship means that their following is more likely to trust any recommendations that they have. 

While appointing macro influencers to promote your product ensures that it is seen by the masses, those that it actually resonates with are really just a small minority; potentially decreasing your ROI. In this instance, bigger perhaps isn’t better. 

Micro Influencer Collaborations: for the influencer

In the digital age, your next paycheck is quite literally one sponsored post away and, with internet fame, you could essentially be set for life. We understand how appealing this sounds and are here to help you navigate your approach to brand deals. 

Don’t play hard to get

Unfortunately, as with most things in life, brands won’t find you. You need to do everything in your power to be visible to them. This means tagging and mentioning them in your posts and stories. Doing this consistently will ensure that you show up on their radar as they become curious about who is engaging with them so often. 

Another visibility method will be in the hashtags you line the bottom of your posts with. To identify relevant and branded hashtags in your niche:

  1. Look at hashtags used by fellow influencers
  2. Keep an eye on hashtags posted by brands

These hashtags will help drive traffic to your page and increase engagement and followers. 

Top Tip: most brands often go through their hashtags looking for content or influencers to feature. 

Create a media kit

A media kit is essentially a portfolio, resume and digital business card all rolled into one. It is something you will give potential brands when looking for a partnership. There are countless media kit templates out there to choose from, or you can take the reins and design your own. Whatever you choose, make sure the design, font(s) and vibe is on-brand and reflects your personality; after all, this is the first thing clients have to go off of before meeting you. 

Here is what you should include in your media kit:

  1. Your bio
  2. Contact details
  3. Number of followers on social media
  4. Audience demographics
  5. Website statistics
  6. Testimonials
  7. Micro influencer collaboration options
  8. Pricing

Once you have completed these steps, you are all set to start reaching out to brands who collaborate with micro influencers. Remember, not everyone is going to take you straight away. Don’t be disheartened and keep pushing forward. 

Micro influencer collaborations: for the brand

People often think that a collaboration between brands and micro influencers is a one-way street, but the brand has to put in just as much effort when getting the influencer on board. 

If you are a brand looking to utilise micro influencer marketing, first ask yourself these questions before you proceed:

  1. Is the micro influencer from my niche?
  2. Do they have between 10k-100k followers?
  3. Does the influencer post at least once a week?
  4. Are the posts they publish relevant to my brand?
  5. Does the influencer’s content generate a number of likes and shares that I like?

If the answer to all of the above is yes, then it’s a match! 

You’re all set to go ahead and reach out to your influencer, but before you hit send on that all important message, double check that you are a follower of them yourself. This will help prove your genuineness in wanting to collaborate with them. 

Choose a killer subject line

This is the first thing your influencer will read and, therefore, make a pre-assessment on. They receive dozens of emails a day and have every right to be picky. Ensure that your subject line is personalised, catchy and unique and you’ll have no problem being plucked from the bunch.

Show your appreciation

Let your influencer know that you are grateful for their time and note down what it is about their work that you appreciate. Just like everyone, influencers want to feel valued and important. This is a quick trick to getting them onboard. 

Present your brand favourably

Human brains are wired for stories. If you are able to give them a brief, yet enticing one about your brand, how you came up with the idea and how you began your business, then you are likely to hook them in. Invite them to become a part of your incredible story. 

Offer something special

Surprisingly, money isn’t everything. Micro influencers tend to be the most picky about their brand collaborations due to the type of following they have. What ELSE can you offer? Perhaps:

  1. Support in content creation – ie, covering travel expenses, providing professional camera equipment
  2. New products to feature in their post
  3. Free passes to niche events

Give them freedom

Once you have highlighted that you would like this to be a micro influencer collaboration, give your influencer the freedom to create content that best suits them and their audience. After all, no one knows their audience like they do. 

This will create a level of trust among you both that could carry on for campaigns to come.

Don’t call them ‘influencers’

Instead, think of them as creators. You will receive a lot more responses this way. 

FAQ’s

How many followers do you need for a collaboration?

This is totally up to you, but 1000+ is the guideline. Brands will want to know that their name is at least reaching some people. 

How does a collab with an influencer work?

  1. Do your research to find the perfect match for your brand.
  2. Start to organically engage with their page by liking their posts to highlight yourself to them.
  3. When you are ready, reach out with a friendly DM or email stating how and why you would like to work with them and what the benefits could be.

What is good engagement for a micro influencer?

Good engagement is anywhere between 1.87% to 3.86%. 

How do you reach out to brands as a micro influencer?

Start by engaging with brands you would like to work with, over time. Do this by liking their posts and their stories and using hashtags underneath your posts that are specific to them. 

Send your media kit out to any brands you feel you would be best suited to collaborating with. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

Socially Powerful

Contact us

 

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Posted in Social Media Marketing News, Social Media Platforms

How brands and social media platforms are approaching mental health and wellness

August 1st, 2022 by

The impact social media has on users’ mental wellbeing has been a heavily discussed topic for the past few years. With the time users are spending on social media increasing, the need for support from social platforms and brands has also increased. But are users receiving the support they need?

A wellbeing study from 2021 showed that two thirds of UK adults believe social media platforms have a duty to protect the mental health and wellbeing of their users. However, 53% of people surveyed felt that social platforms aren’t doing enough to safeguard their users’ mental wellbeing. 

Recently, wellness and self-care has become a key focus point and trend across social media platforms. Driven by a need for recovery after a traumatic couple of years in lockdown restrictions, people are focusing on their mental and physical health more than ever before. 

The responsibility to achieve wellness doesn’t just fall to individuals themselves. Brands and social platforms have a responsibility to help consumers and users achieve this. But how?

How brands are approaching mental health and wellness 

Dove: Dove Self-Esteem Project

Dove has been well-recognised as a leader in supporting online mental wellbeing. To further its support, Dove launched the Dove Self-Esteem Project. The initiative is an online hub that offers advice and support for parents and young people navigating a social-first environment. 

Dove: Dove Self-Esteem Project

Dove’s most recent activity encourages people to #DetoxYourFeed. Stemmed from a recent study that found 1 in 2 girls say that toxic beauty advice gives them low self-esteem, Dove created an easy guide to remove or reduce toxic beauty advice from their social media feeds. 

Dove: Dove Self-Esteem Project

The #DetoxYourFeed campaign is categorised by four steps with the intention of creating a habit-like cycle. These are:

Prep – by getting familiar with social media

Chat – to young people about beauty standards

Detox – your feed and follow accounts for building self-esteem

Repeat – by speaking to other parents, guardians and mentors

Eventually, participants will subconsciously incorporate this into their daily routine when scrolling through any social media platform; reducing the risk of falling prey to toxic advertisements. 

Lelo: Well With Lelo

Luxury pleasure brand Lelo created a campaign titled #WellWithLelo with the purpose of creating a safe space to discuss female pleasure in the style of ‘honest, girl talk’. Conversations surrounding this topic were had on various social media platforms while promoting Lelo’s products. The purpose of sharing this discussion online was to reach as many women as possible and to normalise speaking so openly about taboo subjects. 

 

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Rare Beauty

Actor-turned-beauty mogul, Selena Gomez, created the Rare Beauty cosmetics brand with the intention of advocating for access to resources to support one’s mental health. With this, came the implementation of the Rare Impact Fund. Rare Beauty donates 1% of all sales to this fund and raises additional funds through philanthropic foundations, corporate partners and individuals within the community. 

Upon its launch in 2020, the Rare Impact Fund set out to raise $10 million in 10 years. Since then it has made several considerably large donations to selected organisations. 

Woo

From the team behind VICE, i-D, Boiler Room and LADbible, a new feel good movement was launched called Woo. Directly from the CEO and founder, Stephen Mai, “At its core, Woo is a feel good movement designed to be the antidote to the new toxic cycle”. Woo lives across a social digital ecosystem of podcasts, editorial, products and video; with key video content streaming on Woo channels as well as ITV hub. 

 

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With its website packed with information and resources, the movement truly harnesses the anxieties that come with connecting to and communicating with Gen Z about wellness; ensuring that it’s done in a way that is relatable and culturally relevant. 

How social platforms are approaching mental health and wellness

With mental health and wellness now becoming obligatory topics for companies to focus on for the sake of their audiences, the question surrounding just how this is done is at the forefront of many people’s minds. 

Let’s take a look at the features and initiatives put in place by various social media apps to safeguard their users.

Facebook (Meta)

As a result of the pandemic, Facebook expanded their mental health resources in partnership with the World Health Organisation. With emphasis on stress, anxiety, depression, grief and loss, the Emotional Health Resource Centre button can be found under ‘Community Resources’ in the mobile app.

TikTok

It is very easy to get lost in the endless scrolling of TikTok videos and the platform knows this. As part of their commitment to looking after its users, TikTok introduced a Screen Time Management feature. This feature presents itself in the form of an on-screen prompt that appears on a user’s feed after scrolling for a certain amount of time. It reminds them to take a break from their screens and from the app. 

TikTok

Instagram

Cyber bullying has been an internet-wide issue for as long as one can remember, however, in recent years it has been extremely bad on the Instagram app. To combat this, Instagram introduced stricter penalties and bullying regulations to drill into users that they have a zero-tolerance of online bullying policy. 

When a comment or DM violates Instagram’s rules, the user will be suspended from sending messages for a set period of time. If this offence is repeated, they will have their account disabled. The platform is also working alongside law enforcement to respond to valid legal requests for information in cases related to hate speech.

Snapchat

To support people struggling with substance abuse, Snapchat launched an in-app portal called ‘Heads Up’. This portal distributes content from expert organisations and is found whenever someone searches snapchat for drug-related keywords. Videos on the dangers of drugs and helpline links are also provided. 

Are these implementations genuine?

Second-guessing everything comes quite naturally to users of social media, particularly when most of what they are shown online is fake. Deciding whether the steps taken to ensure the wellbeing of social media users is genuine or just a box-ticking task, rightfully springs to mind. 

Regardless of whether this is done because companies genuinely care or whether they are ticking another thing off of their to-do list, it does not take away from the fact that they still have a responsibility to put features in place that help improve the mental health and wellbeing of their users. 

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