The Influence Paid Partnerships have on Overconsumption in Gen Z

September 21st, 2022 by

Shopping and fashion hauls have been embedded in social media content since influencers first came onto the scene. Crowned within the YouTube Hall of Fame, haul videos are where a creator goes through a pile of clothing they’ve either bought or been gifted, and reviews the fit, quality and style. 

Hauls have lasted the test of time and have become popular across multiple platforms—predominantly TikTok and Instagram. The #haul hashtag on TikTok has over 25.8 billion views, and on Instagram has over 2.6 million posts. The majority of hauls posted from influencers and users include clothing and accessories purchased with their own money, but a fair few are a result of paid partnerships with brands.

Most promotional fashion hauls are associated with fast fashion players including Shein, Boohoo, PLT, and Zara. Shein hauls are renowned on TikTok for people spending hundreds of pounds or dollars on a hoard of new pieces; the #SheinHaul hashtag has over 6.7 billion TikTok views to date.

@jodi.opuda I got 91 items total so stay tuned for all the parts:) #shein #sheinhaul ♬ Triple S – YN Jay & Louie Ray

The sheer volume of hauls and clothes purchased has led to criticism from sustainability advocates, saying that overconsumption leads to excessive waste in the buy-and-return cycle. Some advocates and resale brands have attempted to redirect consumers to second hand brands, but this still hasn’t quelled the issue of promoting overconsumption. 

Overall, Gen Z are conscious of sustainability and the overproduction of fashion items, and the negative impact this has on the planet. However, there is a constant “push pull” between how they want to consume, and how they actually do. There’s no doubt there’s a desire to consume fashion sustainably and responsibly, but the influence and urge to keep up with social media trends and brands is hard to ignore.

@katieerobinson_ raise ur hand if you have a fast fashion problem 🫠 #fastfashion #haul #haultok #sustainablefashion #responsiblefashion #fyp #fashiontiktok #ecoactivist ♬ Aesthetic – Tollan Kim

Part of the reason overconsumption is so rife in Gen Z is because social media is used as a discovery tool, in a way that previous generations would have used Google. Nowadays, consumers—particularly those within Gen Z—want product testimonials and reviews that support their purchasing decisions. When they are given this before they have made the decision they even want to purchase something, they are influenced to do so. They have no need to browse for products or brands online because they are shown this in their native social media feeds. 

Gen Z trusts creators to provide them with the latest brands and trends. Through a haul format, Gen Z is given insight into everything they want to know before they decide to make a purchase—including product quality, style, fit and sizing.

@aandygirl H&M autumn haul 2022🍂 @H&M #hmhaul #hmhaul2022 #autumnfashion #autumnhaul #hmnewin #handmhaul #outfitideas #fallfashion #hmautumn #fashion ♬ Suddenly I See – KT Tunstall

However, it’s with this insight that hauls have perpetuated throwaway fashion. When users are constantly presented with new brands, products and trends, they are essentially being told that it’s fine to constantly replace the contents of your wardrobe with the next best thing, rather than encouraging a long-term relationship with clothing. 

Gen Z’s relationship with fashion has changed on a whole with the ease of access to brands and key fashion events. Luxury brands now livestream their Fashion Week shows, and often use influencers to build hype and act as brand ambassadors, bringing previously exclusive events right to their laps. 

One of the main benefits of this is that many members of Gen Z have been able to identify their personal styles and engage with like-minded (or like-styled?) people within their niche fashion communities or “cores”.

@ki11ix Cottage Core fashion isn’t my specialty but I tried 😅 #fypシ #thrifted ♬ sonido original – Fernet

Not only has access to the heart of fashion created new subgenres of fashion, but it has paved the way for new and more creators within the fashion realm. What does this mean? More trend inspiration and more hauls. 

The issue of fast fashion hauls directly competing with Gen Z’s desire to purchase responsibly has been noticed by resale apps and thrift stores. Hauls have blurred the line between commerce and entertainment. A consumption habit study of Gen Z Depop users found that 80% use social media as a source of fashion inspiration.

Even with second-hand brands encouraging consumers to buy second hand, this still doesn’t stop the issue of overconsumption; consumers are still overbuying.

So, how can brands and creators encourage responsible consumption of fashion items?

The simple answer is to promote slow fashion, and encourage consumers to look inside their own wardrobes for new ways to join in on trends.

@chloehelenmiles Gorgeous gorgeous girls love slow fashion @venetialamanna 🌿 #sustainablestyle #slowfashion #secondhandfirst ♬ gorgeous girls love slow fashion – Venetia La Manna

Because consumers are actively using social media for inspiration, brands and creators have a responsibility to provide actionable inspiration to reduce overconsumption. 

A way to provide inspiration while promoting items is through styling videos. Instead of having a creator pull together outfit inspiration using a load of new items, have them use one or two, and show a multitude of ways they can style the items with pieces they already own. The items could be shown in outfits for multiple occasions and seasons, proving how much of a long-term investment the item is. 

A great example of promoting responsible shopping comes from Hissy Fit Clothing. This brand uses its TikTok to show multiple ways to wear one piece—however much the piece costs is how many outfits they show.

@hissyfitclothing Replying to @tiara styling the £32 dress 32 different ways! #smallbusiness #smallbusinessowner #fyp #foryoupage #sustainablefashion #stylingideas ♬ original sound – hissy fit

By brands and creators taking responsibility for promoting responsible fashion, they will help ease the constant push-pull headache Gen Z’s face daily. They can still provide engaging and entertaining content by positioning themselves as an investment, rather than a hub for throw-away pieces.

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

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Posted in News

Influencer Sessions: Get to Know Stephanie Bligh

September 19th, 2022 by

Today, we caught up with Steph from @stephies_storytime, originally from Australia, but now living in Tasmania. With 47.8K followers on Instagram, Steph has built a community around lifestyle and fitness, spreading positivity and empowerment. We discuss important topics within influencer marketing, and where they want to take their career!

Check out the interview below!

1. What is the main message you want to send to your followers who look to you for fitness inspiration? 

My main message I want to send to my followers is that they are worthy and that they are someone in this world. I want people to believe that they can achieve whatever they put their mind to.

2. What was the motivating factor for getting you involved in your line of work? 

I have qualifications in travel, group fitness and event management. I finally decided to go to uni at 30 to become a Registered Nurse because I wanted to make a difference in people’s lives. I now work as a Perioperative Registered Nurse and influencer in my spare time.

 

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A post shared by Stephanie Bligh (@stephies_storytime)

3.Tell us about your background and how you started to build your following. 

I have always loved taking photos and posting to social media, so becoming a content creator was a fun hobby for me. I love the communities on Instagram and TikTok and have made so many supportive friends on these platforms.

4. Which platforms do you predominantly use? Which is your favourite?

 My absolute fave is IG. I also love TikTok and Facebook.

5.What type of content do you create, and which type works best for your audience? 

I’ve found that reels generate engagement and followers. Stories also get loads of engagement too. I’m a huge mental health advocate and I love to create real content of my lifestyle, fitness routines, and spread messages of positivity and empowerment. 

6. How would you define “influencer marketing”? 

Influencer marketing is a way for brands to reach a broader audience.

7.Have you worked with brands before? How do you decide which brands to work with? 

My niche is health and fitness and people will expect to see me work with health and fitness brands. I work with active wear brands, street wear and many health supplement brands. I also love to work with hair and makeup brands.

 

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A post shared by Stephanie Bligh (@stephies_storytime)

8. How do you think influencer marketing will change over the next 12 months? 

It will get bigger! Brands use influencers to reach different age groups and influencers are relatable to their followers.

9. Has influencer marketing changed since you began working within social media? 

Yes definitely! There are so many more platforms out there and content has changed. It’s no longer still images. It’s now videos, which is more interactive and so much fun!

10. Do you use any software to help create and edit your content? 

Yes I love Lightroom, Splice and Instories. 

11. How do you balance your online and offline lives? 

To be completely honest, I really struggle with this! I try so hard to have offline time, I try not to look at my phone for at least an hour after waking up. And I need to do the same before bed!

12. Which influencers inspire you? 

I love Iskra Lawrence, Ariella Nyssa, Megan Crabbe, Alicia Keys. 

 

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A post shared by Megan Jayne Crabbe 🐼 (@meganjaynecrabbe)

13. Where would you like to take your career as an influencer? 

I would love to be able to inspire others to look after their physical and mental health at a greater scale. 

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Weekly Marketing News, 16th September 2022

September 19th, 2022 by

TikTok clones BeReal, Instagram tests Reels topics, ditches Shop, and lets creators pitch themselves, consumers love Amazon ads, there’s a new wave of fashion critics, and you can now drip in Oatly. 

What is this?

Each week, Socially Powerful get together and share industry news and what is inspiring us from The World of Social Media, Advertising, Influencer Marketing, Gaming and more…

PLATFORM NEWS

1. TikTok launches BeReal clone

Tiktok real clone

TikTok has launched its own BeReal clone, TikTok Now. Users of the new feature receive a notification, just as they do on BeReal, and are urged—with a not-so-catchy phrase of “Time to Now”—to take a 10 second video or static photo using the front and back camera. Instead of the usual 2-minute limit to complete the task, TikTok Now users have 3 minutes to share what they’re up to. (Via TechCrunch)

2. IG Creators can pitch themselves to brands

Instagram is currently testing a new Media Kit for creators, which will allow them to pitch themselves to brands for promotional partnerships. Creators are prompted to upload a bio, key analytics and audience stats, showcase their top posts, and show previous brand partnerships as examples. It’s a similar function to the Meta Creator Marketplace already available, but this Media Kit gives creators complete control over how they come across to brands. (Via Social Media Today)

3. Instagram tests topic tags for Reels

Instagram test topics

Instagram is testing out topics, which will help categorise Reels. Users can add topics to their Reels which should help them “reach people who share your interests.” The new feature may be an evolution of the Instagram hashtag, which was recently revealed to only be used as a context tool and not a way to increase reach. (Via Hootsuite)

4. Instagram redesigns Shop

Instagram redesigns Shop

Instagram is reportedly phasing out its Shop tab. The feature, which first appeared in 2020, will be replaced by a simpler and less personalised version of the existing shopping page. The changes are more directly tied to advertising revenue for Meta, and will make it easier for people to discover and shop products throughout the app from feed, stories, reels and innovations like live shopping and drops. (Via Inc)

5. Consumers love Amazon ads

Consumers love Amazon ads

The latest Media Reactions report by Kantar revealed that Amazon has replaced TikTok as consumers’ favorite ad environment. Ads on Amazon were cited as more relevant and useful than on other platforms, followed by TikTok, Spotify, Google, and Snapchat. (Via The Media Leader)

FASHION NEWS

6. The new Gen Z fashion critics   

The new Gen Z fashion critics 

The rise of social media has made once-exclusive fashion insights and events available to everyone. This access has led to a new wave of fashion commentators on TikTok. These commentators have created a new form of fashion journalism, and have learnt to be highly engaging to audiences from the get-go to ensure their videos are viewed. The new fashion critics present brands with an opportunity to target niche subcultures and styles within the fashion community. (Via Vogue Business)

7. Get your Oatly drip

Get your Oatly drip

Beverage brand Oatly has created nostalgic windbreakers as merch. The ‘Drip dry high’ campaign showcases the alternative milk brand’s merch: limited-edition vintage rain jackets that 10 artists revamped with pro-planet, pro-plant-based designs. The jackets, available for purchase from September 12, have been created via ReRuns, Oatly’s program that upcycles vintage garments into one-of-a-kind pieces. All proceeds of the program go to the Lower East Side Girls Club. (Via The Drum)

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How Gen Z has Changed Fashion

September 19th, 2022 by

Fashion weeks and the famed “front row” used to be synonymous with the most elite members of the fashion world. But with the rise of social media, these exclusive events have been opened to the masses. 

Social media has paved the way for the upcoming generation of fashion designers, stylists and critics, many of whom have built engaged and loyal followings simply from their love and passion for fashion. And these influencers in fashion are the key to the industry’s next shift. 

Consumer behaviour has shifted to favour social media, and in order to reach and engage the new generation of spenders, the fashion industry has followed suit. We have already seen the digitalisation of fashion week, with luxury to fast fashion brands live streaming their shows and granting exclusive access to a whole host of fashion influencers

The ease of access to what once was an exclusive experience has helped shape the styles of many Gen Z fashion influencers and has even presented them with life changing opportunities. Examples of this being the partnership between Emma Chamberlain and Louis Vuitton, for which she is an ambassador, and Osama Chabbi’s invitations to fashion shows after gaining recognition for his fashion collection reviews, on Instagram.

Today’s fashion trends and subcultures are figure-headed by creators on platforms like TikTok and Instagram. With so many styles and “cores” available, these creators are able to target hyper-niche audiences that many brands may not have ventured into before. In a time of endless new content, these creators have perfected the art of engaging audiences to stop the scroll. 

Let’s take a look at just a handful of Gen Z fashion influencers who are taking the industry by storm.

Sustainable fashion creators

Kara (@theflippside)

@theflippside bc Karl the Fog just won’t let up. ☁️ #karlthefog #sfbloggers #swimsuit #vacationmode #fomo ♬ original sound – theflippside

Kara, better known as @theflippside, is a digital creator who reinforces the importance of slow, sustainable fashion. She shares her secondhand finds with her followers and offers up her services as a stylist. 

Amy (@amylesko)

@amylesko SLOW FASHION artist baby 🎨💗🌱 #sustainableclothing #slowfashion #soyoureanartist #handmade ♬ So your an artist – Tej Patel

Amy is a slow fashion designer and illustrator. She shares her knowledge of designing clothes for the slow fashion industry with her 19k followers and pushes the sustainable fashion narrative.

Anna (@annamolinstinct)

@annamolinstinct I had a dream #nyfw #sustainablefashion #styling #fyp ♬ original sound – ean

Anna, aka @annamolinstinct, is a sustainable fashion designer who shares her creations online to 170k followers. She focuses on upcycling second-hand finds and educates her audience on how to put together garments. 

Samata (@iam_samata)

@iam_samataDignity when we step out, Joy when we are sad, Comfort when we are tired, Confidence when we feel shy, Peace when we feel disturbed, Identity when we feel lost, And a flex when we need to serve. Take a moment of gratitude for the pieces you cherish. 🙏🏾💚🍃♬ original sound – Samata

Samata is the CEO of @redcarpetgreendress, an organisation that creates sustainable fashion initiatives for red carpet events. Alongside this, Samata uses her online presence to openly speak about the impact of fast fashion on people and the planet. 

Streetwear fashion creators 

Andy (@andy.00s)

@andy.00s que tal esas combinaciones 😮‍💨 #moda #outfits #colores #streetwear #style ♬ BLOWIN UP – Solo Artist Saxx

Andy is a TikTok creator who specialises in putting streetwear inspired outfits together. He shares his love for sneakers and clothing with 240k followers. 

Nazjaa (@nazjaa

@nazjaa @diesel down #ootd #gdwm #grwm ♬ Somalis anthem – Rabcabdab

Nazjaa is a go-to in the streetwear fashion community for her styling abilities. She has a following of 469k with whom she shares her latest buys and favourite items.

Isaac (@iwcisaac)

@iwcisaac Today’s fit #fashion #outfit #todaysfit #fyp ♬ original sound – mario fouvaa

Isaac is the owner of the streetwear fashion label IWC. He has 250k followers and uses his platform to hand out tips and tricks for starting a fashion label, as well as styling tips. 

Viven (@vivienarchive)

@vivienarchive today’s fit 🪖🖤ig: vivienarchive✨ #fy #getreadywithme #grwm #fashiontok #fashion #streetwear #gorpcore #fyp ♬ original sound – 🖤

Vivien is a digital creator with a wealth of knowledge on streetwear finds and buys. She shares multiple unboxing videos and GRWMs with her following of 261k and helps her followers get social-media-ready. 

Jean-Carlo (@jayceeyg)

@jayceeyg hoodie & shorts >> 🌴 @matthew.yg1 #streetwear #summeroutfit #sneakertiktok #outfitinspo ♬ original sound – Tik Toker

With a flare for mixing textures, colours and layering, Jean-Carlo has a whopping 131k followers on TikTok. On his account you will find GRWMs, comedy and motivational videos. 

Vintage/Thrifting fashion creators

Kailan (@k.aila.n)

@k.aila.n a statement vintage floral dress will never let u down #outfit ♬ original sound – Kailan’s Clothing

Kailan is a digital creator who shares her love for vintage clothing and getting ready for the day, on camera, with her 355k followers. 

Maddi (@stylewithmaddi)

@stylewithmaddi Spring into the Decades💕🌷 Which is your fav?🕺 #decades #50s #60s #70s #decadeslooks #whatidwear #springoutfits #mystyle #fashion #vintage #vintagefashion #foryou ♬ I’m a Believer (2006 Remaster) – The Monkees

Maddi loves all things vintage; from the 1960s all the way up to the 1980s. She shares this love with 452k followers, as well as the clothing items she has made and decades-inspired styling tips. 

Gabrielle (@gabis_vintage)

@gabis_vintage My dad is awesome! ✨Day 129 of 365✨#cottagecore #vintage #vintagestyle #vintageootd #storytime ♬ Pieces (Solo Piano Version) – Danilo Stankovic

As a vintage fashion collector, Gabrielle shares pieces of her collection with 437k followers. If you stumble across her page, you will not only find some rare items but also vintage styling tips that were true to their era. 

Tony (@thetonytrn)

@thetonytrn Time traveler fits 🕦 #mensfashion #fyp #ITriedItIPrimedIt #differentstyles ♬ pushin P (feat. Young Thug) – Gunna & Future

Blending vintage with streetwear, Tony teaches his 364k followers style tips and tricks for all occasions. His diverse range of videos and love of fashion make him the perfect mentor for up and coming fashion fanatics.

Liberty (@liberty.mai)

@liberty.mai A quick lil grwm pirate fairy nymph vibes #vintage #vintagefashion #grwm #fyp ♬ House of Woodcock – Jonny Greenwood

Liberty pushes the boundaries of colour combinations and textures by styling vintage garments and accessories on her account for 11k followers. Her bold and bright style is the perfect motivation for you to exude confidence in whatever you wear. 

DIY/thrift fashion creators

Nava (@the.navarose

@the.navarose Butter Remix inspired jacket for PTD Concert Day 1 💗 @bts_official_bighit #butter #armybts #diyfashion ♬ Butter (feat. Megan Thee Stallion) – BTS

Hailed one of the queens of DIY tiktok, Nava Rose boasts an impressive 5.8m followers. Her upcycling, thrifting and designing skills place her leagues above others and she is certainly not shy in showing her construction tips and tricks to educate others. 

Lily (@ebcjpg)

@ebcjpg Favorite piece so far 👼👼 #sewing #sewtok #nyfw #nyfw2022 ♬ original sound – Ebc.jpg

Lily shares her love for fashion and DIY with 591k followers. Her GRWMs provide essential styling tips for her followers. 

Joe (@joeando)

@joeando I just wanted to make clothes for the ppl in my life @niamhadkins ♬ original sound – Jack Moore

Expressing his love through fashion, Joe documents his life as a fashion designer in front of 2.1m followers. Mixing comedy and fashion, his account isn’t one to be dismissed. 

Mia (@miammarquez)

@miammarquez Me 🤝 cutting up my clothes when I have nothing to wear #fashionhacks #diy ♬ B.O.T.A. (Baddest Of Them All) – Edit – Eliza Rose & Interplanetary Criminal

Making waves in the upcycling, sewing and fashion scene, Mia shares her love for fashion with 189k followers. Accessorising is her strong suit. 

Mike (@farmerusedto)

@farmerusedto ¡ 2 Cervezas de Raíz esta noche! 🍻🍻 #ramones #levis #estilo #estilodevida #estilomasculino #fit #fittok #diyfashion #fashionhacks #fashionhack #fashiontok #fashionmen #rickowens #for #foryourpage #fy #fyp #friday #fridaynightfunkin #ootd #ootdfashion ♬ Blitzkrieg Bop – Ramones

We love rock n roll…and even more so now. Mike inspires daring fashion on his profile consisting of 124k followers. 

Luxury fashion creators

Sammi (@sammijefcoate_)

@sammijefcoate_ …not for everyone #letsgetdressed ♬ Back In Black – AC/DC

Making mum life cool, Sammi exudes all things luxury from her accessories to her shoes. Her TikTok account has 1.9m followers and she shares daily GRWMs and styling tips.

Olivia (@oliviamcdowell)

@oliviaamcdowell Which would you choose? @stevemadden #stevemadden #SMPartner #SMSquad #sparklyheels ♬ original sound – Olivia

A style icon, Olivia shares her love for all things luxury with 214k followers. She is known for her neutral, minimalistic style and is bound to persuade a few of you to purchase something you see on her page. 

Ana (@anadias.official)

@anadias.officialNavy is always a classic style. Look 1 or 2? To see the brands follow my Instagram. Lin in my bio 🔝♬ Ain’t No Mountain High Enough – Freischwimmer

Living proof that fashion transcends age, Ana shows off her luxury fashion styling tips to 795k followers. Her elegance and fashion know-how makes her one to look out for. 

Bettina (@bettinalooney)

@bettinalooney Same same but different #ooo #rtw #dresses #dressing ♬ Music Sounds Better with You – NEIL FRANCES

With no introduction needed, Bettina is the face of luxury fashion. Boasting 144k followers on her Instagram profile, she really is the ‘it girl’ we all wish we were. 

Tamu (@tamumcpherson)

@tamumcpherson @gucci #gucciblondie #gucciunboxing #blondie #tamumcpherson #tamumcphersonhandbag #unboxing ♬ love nwantinti (ah ah ah) – CKay

Digital creator and founder of AllThePrettyBirds, Tamu Mcpherson oozes luxury. She shares her favourite luxury outfits and items with her 451k Instagram followers and 3k TikTok followers. 

Fast fashion creators

Chyna (@chynasolder)

@chynasolder AD/ @Marybedford X @missyempireuk ♬ Vegas (From the Original Motion Picture Soundtrack ELVIS) – Doja Cat

Chyna is a fast fashion influencer with impeccable style. She shares her clothing hauls with 261k followers. 

Britney (@britneydevilliers)

@britneydevilliers What’s your favourite? @prettylittlething AD #prettylittlethinghaul #plthaul #fashiontiktok ♬ Baddie – DI$play

This is Britney. A fashion influencer with 418k followers who specialises in everyday fashion, lifestyle and styling tips. 

Chisom (@chisomaimee)

@chisomaimee #outfitideas #ootd #outfitinspo #ukblackgirl #blackgirloutfits #styleideas #casualoutfits #casual #basic #simple ♬ som original – 4

A lover of fashion and all things SKIMS, Chisom is the dupe queen. She shares her favourite outfits and fashion tips and tricks with 67k followers. 

Dan (@danfllow)

@danfllow New clothes from @novamen 👌🏽 #clothinghaul #mensfashion ♬ som original – crz

Fitness and fashion fanatic, model Dan shares his style and lifestyle vlogs with 319k followers.

Fashion commentators

Charles (@charlesgross)

@charlesgross #metgala #fashion #kimkardashian #jenners ♬ original sound – Charles Gross

TikTok’s no.1 fashion critic…let’s talk about it. Charles Gross has well and truly earned his following of 1.2m by sharing his unedited reviews of celebrity fashion highs and lows at prestigious events. 

Mandy (@oldloserinbrooklyn)

@oldloserinbrooklyn VMA first arrivals #blackpink #vmas #vmas2022 #jackharlow #redcarpet #PartyWithVMAs ♬ original sound – Mandy Lee

As well as fashion reviews, Maddy is known for her upcoming industry trend predictions. She shares these with 410k followers.

Alexandra (@guyfieri.superfan)

@guyfieri.superfan #greenscreen this makes me feel ALIVE #loewe #jwanderson #RufflesOwnYourRidges #fashionweek #runway #fyp #pfw #parisfashionweek ♬ original sound – Alexandra Hildreth

Alexandra critically analyses the fashion industry, from brand collections to defining trends. Her thoughts are shared with 63.4k followers and make her a stand out critic in the TikTok fashion sphere. 

 Andrea (@andrecheong_)

@andreacheong_ Always check for the polyester lining it’s why we feel uncomfy and need to keep repurchasing!#howtoshopsustainably #sustainablefashiontiktok #mindfulmondaymethod #sustainablestyle #wardrobeessential #summerfashion #fashionknowledge #andotherstories ♬ original sound – Andrea Cheong

Andrea combines sustainable fashion with styling tips and fashion collection reviews. She shares against-the-norm opinions with 195k followers and is the founder of the Mindful Monday Method, within which she encourages people to clear out their wardrobes and mindfully separate unwanted items into specific piles with the intention of recycling and reuse.  

Hannah (@hannahgillionaire)

@hannahgillionaire Emmys 2022 red carpet review pt 1 #emmys2022 #emmysredcarpet #redcarpetreview #fashionreview #fashionroast #zendaya ♬ original sound – Hannah Gillionaire

Known for her fashion roasts, aussie fashion commentator Hannah shares her fashion reviews with 44k followers. Her expertise mixed with comedy make for an entertaining watch.

Body positive fashion creators

Olivia (@olivia_kirkby)

@olivia_kirkby Usually I’m the last ngl 😅 @Missguided ✨GIMME45 = 45% off✨#missguided #festival ♬ Gogo Dance – El Alfa & Chael Produciendo

A true beacon of light and positivity, Olivia reinforces the importance of being okay with your body after ED recovery. She shares her fashion and lifestyle-esque vlogs with her 520k followers.

Ariella (@ariellanyssa)

@ariellanyssaThe fashion on the show is my favourite♬ Afraid To Feel – LF SYSTEM

The body positivity queen, Ariella proves that it-girl fashion can look good on any body type. Her 1.4m followers love her for her confidence and fierceness. 

Sae (@generationsae)

@generationsae I am obligated to share 🏃🏻‍♀️ da link is in my bio 🤍 #amazonfinds #amazinfashionfinds #plussizefashion #plussizeedition #leatherskirtoutfits ♬ pushin P (feat. Young Thug) – Gunna & Future

A spokeswoman for the plus size community, Sae shares all her tips and tricks for shopping as a plus size person. To her 62k followers she spreads messages about self love and self acceptance.

Holly (@hollymarstonn)

@hollymarstonn Keep or send back?🥳 from Collusion @asos ♬ Wait A Minute! (Duckhead Edit) – Duckhead the Bedroom DJ

Ever wondered what fast fashion would look like on a plus size model? Holly has you covered. Her account consisting of 172k followers is a hub for showcasing fast fashion on a different body to what we are used to seeing online. 

Nick (@coastalflicks)

@coastalflicks Summer brunch vibes activated #fyp #tiktokfashion #bigboytiktok #menswearfashion ♬ Route 66 (feat. EST Gee) – Jack Harlow

Doing it for the plus size males out there, Nick proves that a chic fashion style isn’t only reserved for society’s beauty standards. He educates his 170k followers on how to feel fashion confident as a bigger man. 

Alt/Indie fashion creators

Em (@emmthevirgo

@emmthevirgo U wanna dance baby? (Skirt is @VRG GRL top is @Princess Polly and shoes are h&m) #ootd #fitcheck #outfitinspo #whimsigothic ♬ B.O.T.A. (Baddest Of Them All) – Edit – Eliza Rose & Interplanetary Criminal

Emma uses her account to share her outfit GRWMs and styling choices with her 26k followers. Her style can be described as alt, emo, 70s and gothic.

Seth (@sethforese)

@sethfroese cough cough 🤧 #fashion #fitspo ♬ original sound – justseth

A no brainer when it comes to indie fashion, Seth shares his love for fashion and style with his 350k followers.

Helena (@aeroplvnes)

@aeroplvnes thanks @alielnosirrah for the shirt 🤍 #egirl #egirls #egirlaesthetic #outfitideas #outfitcheck #fashiontiktok ♬ original sound – Dream is the best

Mixing e-girl fashion with emo, Helena breathes a new life into alt fashion, sharing her passion with 1.1m followers.

Kendall (@kingkendall)

Kendall shares her love for gothic, alt fashion with her 330k followers.

@kingkendall last boston calling fit w @Emma custom top!!! #ootd #grwm ♬ me and your mama – 🙂

Kendall shares her love for gothic, alt fashion with her 330k followers.

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 Influencer News

Influencer Marketing vs. Digital Marketing

September 15th, 2022 by

We are officially in the digital age. Everyone and everything is attached to a screen and, for marketers, advertising through that screen is fast becoming the only way to grab consumer attention. 

While the concept of digital advertising isn’t uncommon to the majority of us, influencer advertising is still alien to some; though this is quickly changing. While both marketing methods share a common goal – to promote products or services to new consumers – their implementation into your marketing strategy differs depending on your brand’s size, goals and values. 

So the question to marketers is this:

What is influencer marketing, how does it differ from digital marketing and how do you decide which is best for your brand’s strategy? 

Influencer marketing

Influencer Marketing 101

Taking the traditional concept of celebrity endorsement and putting a modern twist on it, influencer marketing is all about influencing a consumer’s purchase decision. But how exactly is this done? Simply put, by tapping into current consumer behaviour. 

70% of people trust a product review from a complete stranger than from a brand itself. Now replace that stranger with a favoured online personality. The likelihood of a consumer being guided through to the purchase phase is a lot higher if it’s done by someone they know – or, in this case, feel like they know. Influencers are unique players in the digital marketing sphere and are targeted by brands hoping to collaborate due to holding the key to the exact target audience that they are looking to market to. 

Examples of influencers include, but are not limited to:

Their relationship with their audience, authority and knowledge hold them in powerful positions within their fields making them the go-to for consumers looking to find information about the products they wish to invest in. 

Influencer marketing benefits

Expanding your digital marketing efforts to collaborate with influencers allows you to tap into new customers, markets and niches; however, this is not the only benefit. Here are a few noteworthy others:

It makes your marketing efforts less disruptive to the user experience – we’ve all been there, scrolling down our feeds and being bombarded with ad after ad after ad is not a pleasant experience and even marketers themselves agree that it is off putting. Influencer marketing places these ads within organic content, making their presence much more discreet. 

Simplifies content creation – influencers have worked hard to create their personal brand and will want to create content that is in line with this. They know what their audience responds to and so the content you put out will reach an engaged audience. Letting them create the content – with your approval, of course – will also allow your brand’s creative team to relax a bit more. 

Influencer Marketing Benefits

Digital Marketing 101

The definition of digital marketing is as follows: 

“the use of digital channels to market products and services in order to reach consumers”

Becoming popular after the birth of the internet in the 1990s, digital marketing utilises websites, mobile devices, search engines, social media and other similar channels. It takes the traditional principles of marketing and places them into a digital landscape in the hope of making online consumers aware of what a brand has to offer. 

Unlike influencer marketing, the promotion of a brand and its products is not done by anyone specifically. Instead, it is the actions the company chooses to take to create and enhance an online presence. 

Let’s take a look at some of the most commonly used digital marketing methods:

PPC (pay per click) – often used to increase website traffic and engagement through targeted ads, PPC hinges on efficacy and economy. The cost of this is dependent on how many clicks you get and how much these cost, though there have been many successful examples in the past. 

SEO – as Google and other search engines have evolved, so has SEO. This allows people to see your website in their search results. 

Content Marketing – to reach potential customers through the use of content which is published on a website and promoted through social media, emails, seo and ppc campaigns. 

Email marketing – still one of the most effective methods to date, this allows brands to get in touch with anyone interested in them. Many people confuse email marketing with spam emails, but this is not the case; digital marketers use other channels to create leads and add them to their mailing list, which, then, can be turned into customers. 

Digital marketing benefits 

Consisting of both organic and paid content, digital marketing can help a brand promote themself on their own platforms, but this is not all. Other benefits include:

An increase in brand credibility – having a strong digital presence gives your brand credibility and helps customers see you as a resource they can trust. Nowadays, your digital footprint solidifies your standing within your niche. 

Improves customer relationships digital marketing provides brands with an opportunity to personally engage with customers. This gives your brand a voice, humanising it and establishing loyalty and trust among customers as a result.

Allows your brand to stand out from its competitors – done right, digital marketing content can give your brand a personality, differentiating you from your competitors. 

The million dollar question…

So, influencer marketing or digital marketing?

There really is no right or wrong answer to this question. Instead, the answer to this should be based on the answer to a further question; do you already have an established digital presence online? If the answer to this is yes, then you should consider stepping into the world of influencer marketing to enhance your brand’s online presence and reach new customers. If the answer is no, then it would be wise to establish an online presence first, otherwise influencers will have nothing to go off of or anything to link back to when promoting your products to their followers. 

Ultimately, finding the perfect balance between utilising influencer marketing and digital marketing is what will ensure consistent success for your brand. 

FAQs


What is the difference between digital marketing and influencer marketing?

Digital marketing is a brand promoting itself on its platforms, whereas influencer marketing utilises established social media profiles to promote a brand’s products and services to their engaged followers.

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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A Guide to Social Influencer Marketing for 2023

September 15th, 2022 by

As generations have evolved, so have career aspirations. Where our grandparents would have typically taken administrative or manual labour roles, today’s generation is looking to the online world to make their money. Nowadays, 17% of 11-16 year olds say they want to be a social media influencer when they grow up; with 1 in 11 of these wanting to specifically earn on YouTube as a content creator. But what is it about becoming a social media influencer that is so appealing?

Aside from the large sums of money brands are offering up, millennials and Gen Z want a careers as social media influencers because of the following:

  1. To make a difference in the world
  2. The working hours are flexible
  3. To get their ideas out to as large an audience as possible

What are social media influencers?

Unless you’ve been in hiding for the past decade, social media influencers are incredibly hard to miss nowadays. Simply put, a social media influencer is someone who has an established profile on any social media platform which they use to promote a brand’s products/services to their loyal followers. 

Influencing has been a recognised marketing technique for almost 300 years; with the earliest example coming from Josiah Wedgwood in 1760. For a more in depth look at the timeline of influencer marketing, check out our influencer marketing history blog. As we have stepped into the modern, digital era, influencing is no longer about celebrity endorsements, but, instead, just as viable a career path as any for the everyday person. 

Coming in all shapes and sizes, social media influencers have more to offer up than just promoting a brand’s products. The size of their following determines their engagement rate (how actively involved with their content an audience is) and, therefore, which specific tasks they are able to execute. Let’s take a look at the influencer categories:

Nano influencers – 1k-10k followers – ideal for start-ups and small to medium sized businesses.

Micro influencers – 10k-100k followers – good for generating focused leads.

Macro influencers – 100k-1M followers – can help increase reach.

Mega influencers – 1M+ followers – great for increasing brand awareness.

What are social media influencers

Why do social media influencers exist?

Long gone are the times of traditional advertising formats. Social influencer marketing takes the long-standing word-of-mouth method and places it into a modern setting. Instead of an audience relying on celebrity endorsements to discover new products, recommendations now come from social media influencers who more closely represent the everyday person. Think about it, how likely are you to be persuaded to buy a product promoted by a celebrity who has probably never touched it in the first place vs. one that is recommended to you by a close friend or family member? Think of the influencer as the latter. 

Consumer behaviours are changing. The demand for a democratic purchasing experience is higher than ever, as consumers now want the freedom to choose which brands to purchase from as opposed to being told where to go. This is where social influencer marketing steps in. By utilising the persuasive power of an influencer, brands stand more of a chance of attracting new customers without directly shoving their products down people’s throats; which, as we’ve come to learn, is the easiest way to turn potential customers away. 

Social influencer marketing thrives on the power of storytelling. Going hand in hand with their freedom to choose which brands they want to explore further, being met with a heartwarming story about the brand’s origins or what they believe in, makes the consumer feel like they have made a sound decision; increasing their purchasing potential. 

To recap:

Modern advertising formats, a change in consumer behaviour and the power of storytelling are all catalysts for the inevitable dominance of social influencer marketing. The industry is constantly evolving at rapid speeds, so this day might just come sooner than we anticipate. 

Why do social media influencers exist

So you’re a brand who…

wants to know the benefits of using social influencer marketing

Social media influencers represent modern day marketing. Their implementation into your marketing strategy will quite literally bring you up to speed with the modern world, solidify your standing in it and prove to consumers that you aren’t falling behind. Aside from this, social influencer marketing can do the following:

  1. Increase brand awareness and reach
  2. Build credibility and trust
  3. Enrich your content strategy 
  4. Create long-lasting partnerships
  5. Boost SEO and ROI
  6. Drive purchase decisions
  7. Increase sales
  8. It is cost effective and saves time
  9. It is suitable for any business 

While each of these benefits are achievable, their success rates can differ according to which platform you operate on. For example, with TikTok pushing short form video content, it is the perfect place to run 30 second ads between videos on the fyp; which increases brand awareness and reach. On the other hand, Instagram optimises its use of interactive images to lead successful influencer marketing campaigns; driving purchasing decisions and enriching content strategies. 

wants to know how to use social influencer marketing

The great thing about social influencer marketing is that it isn’t a one-size-fits-all process. Each strategy can be tailored to suit your brand’s needs and goals. But how do you know what your needs and goals are in the first place?

Nobody knows your brand better than you do and so you should have an understanding of your image, values and what it is you want to achieve for yourself. Taking this and placing it into a social influencer marketing strategy can help you achieve success at a fraction of the cost of traditional advertising methods and within a quicker time frame. 

Thought strategies are flexible, there are initial steps that everyone should take to take a campaign from shelf to screen. 

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

Answering these questions will set you up with a great head start. 

An overview

The digital era is evolving faster than we could ever imagine. Advancements in technology and social media platforms make for social influencer marketing fast becoming the dominant method of marketing. In order to maximise the opportunity for success, brands need to begin implementing social media influencers into their strategies across a range of platforms and for a range of consumers. 

FAQ’s

What is a social media influencer?

A social media influencer is someone who uses their established profiles to promote a brand’s products or services to their followers. 

Why are social media influencers important?

Social media influencers bring brand’s up to speed with the modern world. They adhere to new consumer behaviour and trends and are the future of the marketing industry.

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

Influencer Marketing for Beauty Brands

September 15th, 2022 by

The beauty industry is perhaps the most perfectly poised to take advantage of the benefits of influencer marketing. Tutorials, unboxings, hauls, first impressions etc. are all opportunities for brands to promote their products. So with 74% of Gen Z and 66% of millennials driven to make purchases based on beauty influencer posts, implementing influencer marketing is a no brainer for brands within the beauty industry. 

In this blog we will reveal the secret to successful beauty influencer campaigns, the industry’s future and how platforms such as TikTok and Instagram have been integral to its projected $100 billion growth. 

Campaign Examples

With the sheer size of the beauty industry comes a whole host of successful campaign examples. Before delving into the details, let’s take a look at some essential statistics responsible for their success. 

Beauty companies are expected to spend $7.7 billion on advertising in 2022. 

Though the top advertising channel is still television, digital advertising is quickly gaining traction. In an industry that generates so much revenue, it is only right that companies spend billions of dollars on advertising its products. However, let’s not mistake the amount of money spent for the success of the campaign. 

Digital advertising makes up 34.1% of the total ad spend in the beauty industry.

One third of beauty product buyers interact with brands on social media. This ensures that as the target audience moves online, so do the marketing efforts of brands. 

Influencer marketing for beauty brands is heavily leaned on by a select few. Here are some notable examples.

 

View this post on Instagram

 

A post shared by Glossier (@glossier)

Glossier 

Glossier quickly became a household name within the beauty sphere, standing tall as a $1.8 billion company. The key to their success? “Regular women who promote the brand so devoutly” – according to CEO Emily Weiss. While working with influencers has always been at the core of Glossier’s marketing strategy, it is the shoutout to and feature of the brand’s regular customers on their page that entices new consumers to want to get to know what Glossier has to offer. This highlights the importance of customer appreciation within influencer marketing for beauty brands.

 

View this post on Instagram

 

A post shared by ColourPop Cosmetics (@colourpopcosmetics)

ColourPop

Colourpop is unique in its approach to influencer marketing, as it relies solely on the recommendations of social media influencers to promote their products. By incorporating ColourPop’s products into their YouTube videos, influencers have managed to achieve the following:

  1. Encourage followers to buy the brand’s products
  2. Generate interest among fellow makeup artists to pursue their own collaborations with the brand

Just like other brands who work with micro influencers, ColourPop relies on the re-purposing of user generated content to fill up their social media platforms. 

Social media platforms X beauty brands

The beauty industry is set to exceed $100 billion by the end of 2022 and platforms such as TikTok and Instagram are integral to that growth. The success of influencer marketing for beauty brands greatly depends on the social media platform they are run on. 

According to a Think with Google study, YouTube is the number one source for beauty content among women aged between 18-54. This is because, unlike other industries, 46% of consumers of beauty products still prefer to see beauty products in person, meaning they are seeking influencers purely for information and knowledge on certain products as opposed to using their recommendation to purchase products online. YouTube is the perfect platform for this as its long-form video format allows for lengthy product reviews. 

TikTok is also growing as an influencer hub as its short-form video concept allows influencer marketing for beauty brands to reach a wider audience than platforms such as YouTube and Instagram can due to over 1 billion users on the app. 

influencer marketing for beauty brands

The future of influencer marketing for beauty brands 

It is no secret that things are looking bright for the future of the beauty industry, with it projected to sit at $758.4 billion by 2025, however, beauty influencer marketing itself could take an unexpected turn. 

Consumer complaints regarding influencers are often targeted at questioning the validity of what they have to say, given that the majority of them aren’t actually qualified MUAs or skincare experts. A surfeit in sponsored posts on an influencer’s profile also reinforces this scepticism and pushes consumers to question whether their recommendations are truly authentic. 

To combat this, some brands are hoping to re-instill consumer trust by upskilling their influencer partners to ensure that they are more informed and, therefore, better ambassadors for their brand. 

In January 2022, the No7 Beauty Company partnered with the British Beauty Council on a skincare education program designed to upskill social media content creators. The UK-based, invitation-only program consists of six modules both online and in-person with the aim of it being the start to a solution for the changing industry. Educating those with a voice in the beauty industry will mean that influencer marketing for beauty brands will appear more authentic and trustworthy. 

Influencer marketing for beauty brands: round up 

As influencer marketing for beauty brands continues to grow, companies that want to stand out and thrive need to recognise the importance of getting content and social proof from creators; whether these be customers or established influencers. It’s true that beauty is in the eye of the beholder, but in this case it is also in the hands of the consumer.

FAQ’s

Who is the most popular beauty influencer?

Huda Kattan, better known as @hudabeauty, continues to sit at the top with over 50million Instagram followers. 

Who is the best beauty blogger?

Wendy Rowe (www.wendyrowe.com) is a beauty and skincare expert with over a decade of experience in the industry. 

Who are the top three TikTok beauty&skincare influencers?

  1. Mikayla Nogueira – @mikaylanoguiera – 2.4M followers 
  2. Christina “Tinx” Najjar – @tinx – 1.2M followers 
  3. Hyram Yarbro – @hyram – 6.2M followers 

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 Commerce, Social Media Platforms

Purpose Driven Campaigns

September 8th, 2022 by

We think it’s safe to say that the definition of social media is now far removed from what it once was. The ‘social’ element has been erased and left the ‘media’ part freestanding. Platforms are now used as a promotional tool for brands to implement into their marketing strategies and the users serve as pawns in their campaigns.

Instead of keeping up to date with what your distant family and friends are getting up to, ‘social media’ is now all about which brands can persuade you to buy their product first.

To combat the criticism surrounding this transformation, purpose driven campaigns have begun to emerge in an attempt to put users back in the priority line. A noteworthy example of this is WeAre8; a sustainable online platform that aims to bring about transformative change through billions of small actions.

How does this platform work?

WeAre8 users receive push notifications asking them to watch 2 minutes of ads per day in exchange for a small amount of cash. The ads are typically promotional and are pushed by brands to gain views/increase brand awareness, however, this time you are rewarded for your attention and not just regarded as another statistic. The money earned will add itself to your online wallet and you can either claim it for yourself, donate it to one of the onsite charities or even pay your EE phone bill with it directly within the app. How cool!

What’s in it for the brands?

Brands choosing to promote through WeAre8 will automatically donate 5% of their total advertising spend directly to charities across the platform’s 8 key impact areas:

  1. Climate
  2. Peace
  3. Education
  4. Health 
  5. Animals
  6. Poverty
  7. Water 
  8. Equality

The user watching can earn money, while the brand receives a 100% view through rate and a reduced carbon footprint. And so the cycle continues. It’s a win-win situation.

We know what you’re probably thinking. What’s the point of this when I can make donations to charities of my choice on my own terms?

If earning a little cash on the side isn’t enough to entice you, perhaps WeAre8s brand message and promises will be. The platform wants to be a safe space for unification; offering no space for hate speech, no algorithms and no infinite feeds. Something that is incredibly rare to find online nowadays. Alongside this, their larger goals include being able to distribute 50% of every dollar or pound spent on media back to its users; with 5% of it going to charitable partners and carbon offsetting.

If earning money and saving the planet is a bit of you, then WeAre8 could be your perfect match.

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 Statistics

September 8th, 2022 by

Influencer marketing has taken the marketing industry by storm and has shown no signs of slowing down any time soon. With its projected net worth being set at $15 billion by the end of 2022, many brands and marketers are turning to influencer marketing for its ability to produce impressive results, fast. 

But just how effective is influencer marketing and what statistics are out there to validate the hype around it? Buckle up as we will be talking influencer statistics in this blog; some of which just might blow you away. 

How effective are influencers?

Think about the last time you scrolled through your favourite social media platform, how many of the posts you came across were influencer-created; and more importantly, how many of them were ads? A lot, right? 

This alone proves the reach that influencers can stimulate, even when they are not specifically being searched for. 

The effectiveness of influencers can also be narrowed down into the following points:

They build trust 

They improve brand awareness 

They enrich your content strategy

They effectively reach your target audience

You can build potential winning partnerships with them.

Essential Influencer Statistics 

Whether you are a brand already well-established in the world of influencer marketing, or a complete novice who still isn’t entirely sure what it is, we have compiled an impressive list of influencer statistics to help you better understand and improve on your influencer marketing journey. 

70% of teens trust influencers more than traditional celebrities 

According to Google, 4 in 10 millennial subscribers say that their favourite influencer understands them better than their friends. With this fast becoming the consensus among young people, brands will find it increasingly difficult to build the same level of trust with their target audience compared to an influencer. To tackle this, brands use influencers to speak on their behalf and deliver the message they want people to hear. 

93% of marketers have used influencer marketing 

And this number is only set to increase. 

Just 7% of marketers, globally, have yet to implement this strategy as a new way to market their business to potential new customers. 

There were 1360 influencer marketing agencies as of 2020

These agencies help identify and connect with suitable influencers for brands and have been quick to capitalise on the rapidly growing demand for influencer-brand partnerships. Between 2019 and 2020, 240 new platforms entered the market. 

If you are a brand, take advantage of the extensive choice of influencer marketing agencies on offer and shop around until you find the best fit for you. 

Social Media marketing has surpassed print marketing 

Where traditional advertising forms, such as magazine spreads, once dominated, they are now giving way to influencer marketing. The return on investment in social media marketing is now far outpacing any traditional medium. A monumental influencer statistic.

42% of customers use ad-blocking technology 

Following closely behind the previous point, this influencer statistic is one of the ones we warned would be mind blowing. 

Consumers are tired of being hammered with pop ups and banners, with 37% of laptop users and 15% of mobile users in the US enabling some sort of ad-blocking technology. But never fear, influencers are here to fill the gap. Advertising power is now shifting. 

It’s a micro-influencer’s world…

It is no secret that micro influencers are taking over social media, and rightfully so. Their high engagement rates and authenticity put them at the forefront as trustworthy recommenders from a consumer’s perspective. Here are the top micro influencer statistics to solidify their positioning in the influencer marketing world. 

Brands utilise micro influencers 10x more than mega influencers

In 2019, brands used micro influencers 10 times more often than mega influencers, compared to only 3 times more in 2016. 

This highlights the shift in influencer trends within the industry over the years due to brands seeing the greater benefits of spreading their budget across several smaller influencers who are guaranteed to produce results; as opposed to dumping it all on one influencer with uncertainty. 

If you want to make the most of your influencer marketing budget, consider partnering with one (or multiple) micro influencers.

Micro influencers are on the rise

Going hand in hand with the aforementioned influencer statistic, micro influencers have grown from 89% in 2020 to 91% in 2021. 

Nano influencers have the highest engagement rate

Proudly representing the micro influencer, nano influencers have an impressive engagement rate of 5%, on average. This is considerably higher than their mega influencer counterparts and often places them on a pedestal for driving sales, increasing reach and promoting brand awareness. 

The world’s beloved platform: Instagram 

Delving into influencer statistics would not be complete without a nod to Instagram influencer statistics. Instagram has fast become one of the most important platforms for influencer marketing and here’s why:

87% of users took action after seeing a product on Instagram

With 8 out of 10 consumers typically purchasing something after seeing it recommended by an influencer, it is no wonder this number is incredibly high. This purchase decision was led up to through the actions taken by the consumer first, such as following the brand’s social page or checking out their website. 

Fashion is the focus of 25% of sponsored posts on Instagram

25% of all sponsored posts on Instagram are fashion-related; making this the platform’s leading topic for brand partnerships. 

Influencer Statistics Round Up

Not only d these influencer statistics show you why influencer marketing is a powerful and effective strategy to use, but it also highlights which platforms and influencer types to utilise to reach your target audience.

Remember, you don’t need a huge budget to work with influencers. It’s all about creating a campaign that resonates and choosing the right influencers to work with.

FAQ’s

What percentage of companies use influencers?

According to Oberlo, 93% of companies utilise some form of influencer marketing.

How effective are influencers?

Influencers are incredibly effective when it comes to increasing brand awareness, driving sales, building trust and reaching your target audience. 

What is the success rate of influencer marketing?

The success rate of influencer marketing can only be determined by those running the campaign. Setting goals ahead of launching the campaign and tracking them to see whether you are on target is what will consider it to be successful. 

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

A Guide to Influencer Advertising

September 8th, 2022 by

You could scour the internet for hours upon hours trying to piece together individual pieces of information in an attempt to better understand influencer advertising. Tedious, right? That’s why we have done the work for you and compiled a blog overflowing with essential information on the influencer marketing industry. Instead of traipsing through every single website for certain tidbits of information, you will be able to find those that are relevant all in one place. 

Understanding influencer advertising and the ins and outs of the industry is imperative for remaining up-to-date and relevant in a rapidly changing landscape. Social media influencer advertising is the future of the marketing industry and getting to grips with it sooner rather than later will be the most beneficial move you can make for yourself as an influencer or for your brand.

A Brief Introduction to Influencer Marketing

Simply put, influencer marketing utilises established profiles on social media platforms – influencers – to promote the products/services of brands to their loyal followers. 

Influencers

Influencers come in all shapes and sizes and, depending on the size of their following, can yield different results for your brand campaign; from gaining you more social media followers to increasing your return on investment (ROI). In the early days of influencer advertising, consumers were persuaded to buy products through celebrity endorsements. The narrative has drastically shifted since and today’s industry favours the micro influencer with 10,000-100,000 followers for product endorsements. For reference, here is a list of influencer types and what results they can potentially achieve through an online marketing campaign.

Nano influencers – 1k-10k followers – ideal for start-ups and small to medium sized businesses.

Micro influencers – 10k-100k followers – good for generating focused leads.

Macro influencers – 100k-1M followers – can help increase reach.

Mega influencers – 1M+ followers – great for increasing brand awareness.

The difference between a celebrity and an influencer is that an influencer is more relatable and authentic. Social media users feel like they know influencers personally and can, therefore, trust the product/service recommendations they promote on their profile. Influencer advertising thrives on the authenticity of an influencer and so the more they appear to be as close to your ‘everyday person’ as possible, the more likely they are to produce results for a brand. 

Benefits

Aside from influencer advertising quite literally being able to bring you up to speed with the modern, digital era, there are a whole host of other reasons as to why it is beneficial to implement. 

Increases brand awareness and reach

Builds credibility and trust

Enriches your content strategy 

Creates long-lasting partnerships

Boosts SEO and ROI

Drives purchase decisions

Increases sales

It is cost effective and saves time

It is suitable for any business 

The terminology might not mean much to you at this point, but once we start delving into how to build an effective social media marketing strategy, the penny will drop. 

What’s the point?

As a brand or an aspiring influencer, asking yourself why influencer marketing is even needed is a good first step to understanding the industry’s vast landscape. 

Social media influencer advertising is a way of stepping into the new ‘normal’ digital sphere. While it keeps you relevant it also is a result of the following: 

Consumers have completed their move to digital – We have arrived in a new era of democratic media consumption where consumers can choose who they trust when it comes to making purchasing decisions. 

Creative and media are becoming one – The fundamentals of advertising haven’t changed, just the format within which they are shared. What many traditional media outlets are struggling to understand is that consumers no longer want to see advertising. They want to see content. Brands no longer talk to consumers about products. Consumers talk to each other about brands. This is the fundamental psychology of trust: consumers prefer peer recommendations. 

Performance-based influencer marketing is on the rise – Influencers are your content production. They can create ads that resonate with consumers which, in turn, can enhance your advertising performance and improve overall conversion. 

Collaborations

At its core influencer advertising is all about the collaboration between a brand and an influencer, as this is what the ‘advertising’ element falls under. 

Influencer collaborations can take on many different forms: 

Sponsored posts

Discount codes/affiliates

Giveaways and competitions

Brand experiences 

Product collaborations

Brand ambassadors

Top Tip: when it comes to selecting a campaign type, it is important to consider the size of the influencer you are collaborating with. For example, product collaborations are often expensive to create and so you will need to be sure that you will generate high ROI. This cannot be done with a nano influencer with just a few thousand followers, as the audience simply will not be there. Consider choosing a mega influencer for this campaign type. 

Influencer advertising can occur on any social media platform, but in this blog we will focus on Instagram influencer advertising

Creating a marketing strategy for Instagram

Ultimately, your marketing strategy is going to be what ensures you reach your goals. The beauty of creating one of these is that it can be tailored exactly to your liking; improving your chances of success from the get go. While this is not a one-size-fits-all process, there are essential steps that need to be taken by all brands to get a campaign up and running.

Determine your goals – The most common goal among brands utilising influencer marketing is to reach new customers, which makes sense seeing as influencer advertisements are what put you in front of new audiences. Think about how your influencer marketing campaign will fit into your broader social media marketing strategy and create measurable SMART goals that you can report on and track. 

Know your target audience – An effective marketing strategy requires you to speak to the right people, using the right tools and right influencers. Creating buyer personas can be a beneficial way to better understand who you are trying to reach. Creating influencer personas can also be used in the same way to help you find creators. 

Choose your influencer(s) – Consider the three Rs when picking influencers to collaborate with. Reach, relevance and resonance. These will be key in putting successful influencer advertisements out into the online world. An influencer’s engagement rate is also something to consider during the selection process.

Measure your results – possibly the most important element of this process. Keeping track of and consistently measuring the results of your influencer advertisements (not just at the end!) will determine what is working well for you and what isn’t. From here you can filter out the elements of your campaign that are negatively impacting your results and move forward with a more successful campaign. 

Collaborations 

Maintaining a healthy relationship with your chosen influencer(s) should be at the forefront of your mind at all times; after all they are your business partner, not your employee. Before sending your influencer advertisements out, there are a few crucial steps you must follow during the influencer collaboration process to ensure that these are created and sent out at their full potential. 

Reach out to your influencer(s) – For micro influencers, you can slide into their DMs and for bigger influencers you might have to get in touch with their agency/manager or business email that is often found in their bio. Whichever size influencer you choose, ensure that your opening message to them does not sound like a sales pitch. Express your interest in their work and explain what benefits are in it for them if they choose to collaborate with you. 

Discuss with the influencer what product/service will be promoted – does this align with what the influencer already puts out to their audience? Remember, influencers have every right to say no to a collaboration if they do not feel it will align with their image or if they think their audience will not respond well to it. 

Hand over the reins – when it comes to the creative process, hand over as much creative freedom to your influencer as possible. Remember, no one knows their audience better than they do and so they will be able to produce influencer advertisements that are likely to resonate with them. This will also show the creator that you trust them enough to produce exceptional content and will make them want to consider working with you again. 

Have fun – above everything else, have fun with it! Creating content together is a fun experience and you should bear this in mind every step of the way. 

FAQ’s

How do influencers affect advertising?

Influencers can bring your products/services in front of an audience who is engaged and genuinely interested in what you have to offer. 

Why is influencer marketing needed?

Influencer advertisements bring brands into the modern, digital world and keep them relevant. 

What are the key platforms used by influencers?

Instagram and Youtube are the current reigning platforms for discovering influencers.

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