A New Way to Search

October 17th, 2022 by

At this point, it’s impossible to deny the dominance social media has over consumers. While it has long been recognised as a key communication tool for users—particularly Gen Z and Millennials—it has transcended this function to become a source of entertainment and inspiration. 

Over the past couple of years, we have seen the social media landscape shift to favour content over connection, driven by developing algorithms and a shift in user demand. With the rise of visual platforms and video content, social media users have been presented with more valuable, informative content in a bite-sized format. As a result, we have seen a shift that can only be described as the “TikTok-ification” of the internet. 

TikTok has well and truly carved its own space within the social media landscape. Amassing over 1 billion monthly active users in just a couple of years, it’s been a powerful tool for brands, creators, and consumers alike. When it comes to purchasing inspiration, TikTok is unmatched. 

The #TikTokMadeMeBuyIt hashtag has over 25.5 billion views. Gen Z specifically is more likely to use social media to discover new brands and products, rather than using search engines. However, this has gone one step further. 

A New Way to Search

According to Google, around 40% of Gen Z have left behind Google Maps or Search, and are using platforms like TikTok and Instagram in their stead. 

A survey in the UK found that TikTok is the fastest growing news source among Gen Z. The main reasoning behind this is that TikTok content is short and to the point. Using Google Search or YouTube, users are often presented with a long, convoluted story behind a recipe or restaurant—young people don’t have the attention span or regard for this. 

When using TikTok, users are able to easily find the answer to a question. While TikTok’s general search function isn’t the easiest to use, the platform uses its own SEO keywording to help users find content and be discovered—TikTok recently increased its caption character count to 2,200 from the previous 300. The increase in word count allows users to use more keywords their target audience is searching for within their captions, and will make search results more accurate.

Another reason the younger generation is stepping away from Google Search is due to the sheer amount of ads we are now presented with. When searching in Google, you’re first presented with the top four placements businesses have paid for—even if they aren’t relevant to your search. When you eventually find an article of use, you then have to battle your way through pop-up windows, top banner ads, side banner ads, page footer ads, and the list goes on. 

It’s not a pleasant experience. 

Obviously, we understand these websites offering free information need to earn revenue. However, it has left something to be desired for an enjoyable user experience. 

When using TikTok for search, users are not only presented with content from their search query, but the (impressive) TikTok algorithm also takes into consideration a user’s habits, presenting them with even more relevant content. Sure, there are ads when scrolling through results, but these can be ignored with the swipe of a thumb. 

Even considering this, Google isn’t going down without a fight. The search giant has recently implemented new ways to deliver what users are searching for, but visually. 

Users have been able to execute a search by taking a photo or image since 2017 when Google introduced Lens. Now, it’s taken this one step further with multisearch. 

A New Way to Search 2

With multisearch, users can ask a question about an object in front of them, and refine the search by colour, brand or visual attribute. To take this a step further, Google is also introducing a “multisearch near me” option, which allows users to take a photo of an unfamiliar item, and find a local place nearby where the item is available. 

In addition to this, Google has introduced an “immersive view” within Maps. This new viewing experience allows users to remotely step into a location, and scan around as if they were there in real life. The experience can predict what the weather and business of a location will be tomorrow, next week, or even next month.

These new additions to Google are great and make deeper searches much easier. But, it doesn’t help with coming up with an initial idea. TikTok offers users an abundance of local restaurants, recipes and travel tips in a couple of taps. 

While many young people are taking to TikTok for ideas, Google isn’t actually under any form of threat. Its search function is incomparable, even if there’s a bunch of ads to work through. In another bite back, the search engine has even begun creating TikTok In-Feed Ads to promote its search services. 

Genius or desperate?

@elll.rose #Ad Here’s how Google can help you #FindThatThing ♬ Sunrise – Official Sound Studio

Still, next time you’re looking for the best burrito bar near you or the best weekend events in a particular city, you’ll find what you’re looking for on TikTok. 

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Weekly Marketing News, 10th October 2022

October 11th, 2022 by

New Instagram ads and links, Twitter goes TikTok, Kim K gets charged, and Just Eat’s new deli-VAR-y. 

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. Instagram to run ads on Explore and Profile feeds

Instagram to run ads on Explore and Profile feeds

Meta is increasing its ad load on Instagram with the launch of two new ad slots. Amid a slew of product updates for advertisers, including a music catalogue for advertisers and a new ad format for Facebook Reels, the company said it will now allow advertisers to run ads on the Explore home page and in profile feeds. (via TechCrunch)

2. Instagram expands test of multiple ‘links in bios’

Instagram expands test of multiple 'links in bios'

Instagram has expanded access to a new option which enables some creators to add multiple links to their IG bio, as a means to help expand their business-building potential in the app. The idea is seemingly to negate the value of third-party tools like Linktree, providing a more direct, native option to facilitate the same. (via Social Media Today)

3. Twitter is adding a Tik-Tok-style scrolling feed of videos to the Explore tab.

 

Twitter is joining the bandwagon of social media companies copying TikTok’s everlasting scroll of videos by launching an “immersive media viewer.” Tapping on the video player will make the video full screen, and if you scroll up, you’ll “start browsing more engaging video content.” Twitter is also adding a video carousel to its Explore tab as well as now letting users combine photos, videos, and GIFs in one tweet (via The Verge)

INFLUENCER MARKETING NEWS

4. Kim Kardashian pays $1.26 million after being charged with illegally promoting crypto scheme.

Kim Kardashian

Kim Kardashian was charged by the Securities and Exchange Commission (SEC) with unlawfully promoting a crypto investment scheme on Instagram. The SEC says Kardashian failed to disclose the fact that she was paid $250,000 to promote EthereumMax tokens last June. Federal guidelines on influencer marketing recommend a more aggressive disclosure for Instagram Stories, advising users to “superimpose the disclosure over the picture and make sure viewers have enough time to notice and read it.” (via The Verge)

WORK WE LIKE

5. Just Eat launch ‘Deli-VAR-y’ service for gamers to combat sweaty goals and FIFA bugs

Just Eat launch 'Deli-VAR-y' service for gamers to combat sweaty goals and FIFA bugs

To coincide with the launch of FIFA 23, Just Eat have teamed up with former Premier League referee Mark Clattenburg and YouTubers Chunkz and Darkest Man to launch a new ‘Deli-VAR-y’ service for gamers. The panel will review video clips of glitchy gameplay and compensate victims with a free meal on Just Eat. (via Esports News)

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Friday Night TikTok Takeaway

September 5th, 2022 by

A little under two decades ago, restaurant-quality meal deliveries were pretty much limited to foods like pizza and chinese takeaway. Today, we seem to have more food options than time in the day to eat them all and that is why the food delivery global market sits at a whopping $150 billion; having more than tripled since 2017. 

Giants such as Deliveroo, Just Eat and Uber Eats are all household names by now and have transformed the accessibility of high-quality restaurant food. But there is a new kid on the block whose presence might just shock some of you.

TikTok. 

More specifically, TikTok shop. 

Yes, the app’s feature that allows you to purchase the same jewellery or gadgets as your favourite creators has expanded into the culinary world and placed restaurants on a nationwide stage ready to take orders from the app’s users. 

As of last month, UK residents will now be able to watch somebody doing a viral dance on their For You-page and order a spaghetti carbonara within the next swipe up. We know, it’s crazy. 

Friday Night TikTok Takeaway

It is no secret that the FoodTok hashtag on the app is incredibly sought after; and rightfully so, food is life. Garnering millions of views every day, this has become a space not only for aspiring chefs and foodies to share their passion for food, but also for restaurants to market their food to an already existing audience of food lovers.

The emergence of eCommerce TikTok Lives has spilled over into the culinary industry. Food retailers are now able to partner with creators on the app to run live streams within which their products are promoted. This also is a great way to get the #FoodTok community involved, as it grants them access to discounts and the content they love, all while driving sales for the brand. 

tiktok shop

This certainly presents itself as an exciting opportunity to change the face of modern retail and the culinary industry, however we still need a bit more time to digest this one.

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A Month in Beauty: August 2022

September 1st, 2022 by

Welcome back to another beauty roundup! Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry. 

So, who’s been busy in the beauty world this month?  

Trend spotlight

Lash curler eyeshadow 

The beauty TikTok community has been getting creative with eyeshadow hacks; the latest involves an eyelash curler. The original viral video is credited to @lenkalul and has over 29M views, and nearly 3M likes. The trend has been replicated thousands of times, with exciting new looks each time. 

@lenkalul the easiest way! ad using lunar beauty nude prism palette & eyeko black magic cocoa edition eyeliner from my @boxycharm 🤍 #boxycharm #boxycharmpartner #makeup ♬ original sound – 𝙖𝙧𝙞𝙛𝙛_

@fairy.freak Okay but this filter ✨👀 #eyeliner #speedliner #1secondeyeliner ♬ оригинальный звук – Valerie

Indie slease 

While the “Clean Girl” is still running rampant, we are beginning to see a resurgence of indie slease/grunge makeup looks. The shift back towards a more unkempt look is inline with a cultural shift towards indie music, maximalism and unedited social content. 

@brynnemarieeee First of all, OW???? Ib: @divinamuse ♬ super freaky girl nicki minaj out now – SUPER FRE@KY GIRL OUT NOW !!

@notilirida my 0 skill makeup routine for the 2 ppl that asked, happy friday be good :’-) #grwm #❤️‍🔥 #makeup #indiesleaze #bleachedbrows ♬ original sound – housewife

Creator spotlight

MissDarcei 

MissDarcei is a Canadian TikTok creator with over 530K followers, and 20M likes. Originally starting on YouTube, Darcei transitioned over to TikTok, where she continues creating fun content, trying weird products and fun styles/aesthetics. She also shows her followers how to recreate Korean makeup looks on deeper skin tones.

@missdarcei This is the weirdest foundation I’ve ever seen 😧 #makeup #beauty #foundation #makeupreview #beautytok #fyp #foryoupage ♬ original sound – Darcei

@missdarcei Reply to @reena.humaira This is by far my most requested look #makeup #beauty #indianmakeup #makeuptransformation #fyp #viral ♬ original sound – chrisbrownofficial


Brand Spotlight

CeraVe

CeraVe successfully positioned itself as a go-to skincare brand for Gen Zs through an extensive push on TikTok, using native content and influencers. It created a #CeraVePartner team full of TikTok-famous dermatologists, making CeraVe trustworthy and culturally relevant. Its latest campaign #CleanseLikeADerm has nearly 200 million views propelling #CeraVe to 2.3 billion views in total on TikTok. 

@dermdoctor #CeraVePartner How to pick the right cleanser like a dermatologist @CeraVe #dermdoctor #skincare #CeraVe #CleanseLikeaDerm ♬ Bedtime Groove – CeraVe ft. Matatama

@skin.doctor Cleanse like a Dermatologist! #CeraVePartner @cerave #CleanseLikeADerm #CeraVe ♬ original sound – Dr. Mina, MD

Content spotlight

Clinique UK: Even Better Clinical Foundation 

Clinique UK used In-Feed Ads to promote influencer content that had been reposted to its own channel. Using the Even Better Clinical Foundation, influencers created makeup looks for various summer occasions, while using on-screen text to inform viewers about the benefits of the foundation. 

@cliniqueukA mini wedding-guest makeup masterclass with @Yemani_elise and Even Better Clinical Foundation.♬ Promoted Music – cliniqueuk

@cliniqueukA long-lasting, flawless summer look by @Ryley and Even Better Clinical Foundation.♬ Promoted Music – cliniqueuk

Estrid: Self Care

Razor brand Estrid using In-Feed Ads to promote influencer-created content that was reposted to its own channel. Estrid used two key messages: ease of use, and embracing oneself. Ease of use videos were mainly focused around travel, and embracing oneself videos discussed embracing female body hair. 

@heyestrid Lets shave our face together! #foryou #fyp #estrid #heyestrid #pcos #hirsutism #psocawareness #shaving @thatgirlsare ♬ Aesthetic – Tollan Kim

@heyestridEstrid – A razor for humans♬ Promoted Music – heyestrid

VO5: #GreatHairAnywhere

VO5 used influencers to promote its heat protectant, blow-dry spray and anti-frizz mousse, using the hashtag #GreatHairAnywhere. Influencers took their audiences through their hair care routines before showing themselves out and about, with their hair looking great. Influencer content was boosted from their own channels, and the hashtag has over 650K views. 

@nissheegg Achieve the bouncy Voluminous hair with @vo5_official Volume Blow dry spray. #GreatHairAnywhere ♬ I THINK I’M FALLIN’ (ALTERNATE EDIT) – Dominique

@jahanara.makeup Get great hair all the time and anywhere with @vo5_official ! I am obsessed with the Frizz Free Air-Dry Cream🤩 my hair lasted all day in the heat without frizzing up at all!☀️💫 even in the humidity, my new hero product! #GreatHairAnywhere #ad ♬ Hotel (Sped Up) – Lawsy

Veet UK: #RewriteTheRules  

Veet UK worked with influencers and boosted their content for its #RewriteTheRules campaign. Influencers took viewers through their waxing routine, while sharing funny waxing stories from their younger years or when they first started waxing. Boosted content received over 25K likes, with some reaching as many as 54K. 

@rosiebreenx My Veet story time! How I managed my unibrow at 15😂 #VeetUK #YourChoice #RewriteTheRules #AD ♬ original sound – R O S I E 🦋

@laurensaddingtonx Why do we get embarassed about everything when we’re younger? 😂 Veet helping me with my cute hairy toes 🤣 read full pack instructions before use #VeetUK #Yourchoice #RewriteTheRules #AD ♬ original sound – laurensaddington

Fenty: Ketchup or Makeup?

Fenty Beauty collaborated with MSCHF to create a Ketchup or Makeup campaign, promoting a new Fenty Gloss Bomb. The “palette” consists of 6 sachets, with some containing Ketchup and others containing the new gloss. Fenty gifted palettes to TikTok creators, who went through each sachet to discover if it was Ketchup or makeup. The #KetchupOrMakeup hashtag has over 14M views after just 2 days of posting. 

@madeleinecwhite What sick individual thought of this i just wanna talk #ketchupormakeup ♬ Anxiety Is My Boyfriend – Haven

@christxiee @fentybeauty x @mschfz this is INSANE #mschf#ketchupormakeup ♬ Monkeys Spinning Monkeys – Kevin MacLeod & Kevin The Monkey

Olaplex: Olaflex 

Olaplex ran a sponsored Hashtag Challenge, with an original sound by DJ Felix Cartal. Olaplex challenged users to show their hair transformations from dry, damaged hair, to hair that had been revitalised with Olaplex routines. The #Olaflex hashtag has over 4.3 billion views, and countless user-generated content.

@goldynaps @olaplex always brings my dry hair & curls back to LIFE, so I had to show y’all how I #OLAFLEX ♬ OLAFLEX – OLAPLEX

@icychat As many of you may know how much I LOVE @olaplex already.. you KNOW I definitely had to do the #OLAFLEX ♬ OLAFLEX – OLAPLEX

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Social Media Updates: August 2022

September 1st, 2022 by

A new month means new platform updates. What are the key social media updates you need to be aware of?

TikTok Updates

TikTok tests “Nearby” content feed

TikTok recently confirmed it is working on a new content feed, “Nearby”, which can be found next to the “Following” and “For You Page” tabs at the top of the screen. The new feed will display content posted by users in your current location. 

tiktok test near by feed

A dedicated local feed could give you access to a huge, engaged nearby user group. When you also consider that almost 40% of young people now refer to TikTok or Instagram instead of Google Search when they’re looking for a place to eat, this could present a huge promotional opportunity.

TikTok launches new Shopping Ads

TikTok has introduced new shopping ads to push forward its ecommerce integrations, providing more ways for brands to promote their products in-stream. The new ad formats include Video Shopping Ads, Catalogue Listing Ads, and LIVE Shopping Ads. 

TikTok launches new Shopping Ads

TikTok has offered the same options in the Chinese version of TikTok, ‘Douyin’, for the past few years. The platform is waiting for the West to catch up with Asia in social commerce usage.

Instagram Updates

Instagram creates BeReal clone

Instagram has once again taken heavy inspiration from another platform. BeReal has taken the social world by storm, so Instagram has created IG Candid. Instagram first added a “Dual Camera” feature, where users can take a photo using the selfie and back cameras at the same time. App researcher Alessandro Paluzzi uncovered the latest feature the platform is testing, “IG Candid Challenges”.

Instagram creates BeReal clone

It appears that Instagram has copied BeReal’s functionality word for word, with users having two minutes to share what they’re doing, from the moment they receive a random notification. 

Instagram tests optional full-screen feed display

Instagram recently tested a full-screen main feed, which incorporated regular posts, Stories and Reels into a single, TikTok-style display. But, it quickly withdrew this test following major user backlash and a petition titled “Make Instagram Instagram again”. 

Instagram tests optional full-screen feed display

But now, Instagram has added the full-screen option as a switch. The new option would be added to the menu accessible via the Instagram logo drop down, along with the options to sort your feed by ‘Following’ or ‘Favorites’.

You can now schedule your Reels

All creators can now schedule Reels posting using Meta’s Creator Studio app, providing the opportunity to post your content at an optimised time. 

In addition to this, Meta recently introduced a new video editing tool within the app, which makes it easier for users to cut their longer clips into Reels. 

Twitter Updates

Twitter rolls out podcasts

Twitter has finally launched a new podcast display within its Spaces tab, which will now be renamed the “Audio” tab. 

Twitter rolls out podcasts

The new Audio tab will highlight podcasts and Spaces within a central location, with broadcasts being separated into different topics (or Stations, as Twitter calls them), helping users with discovery.

Twitter tests more Professional Account options 

Twitter has been busy adding more options to its Professional Account tools, including a new variable CTA link. The platform will now offer a Spotlight option alongside a customised Link display, allowing users to choose from a variety of CTAs.

Twitter tests more Professional Account options 

The CTAs will provide another way for Professional users to drive more direct traffic from their Twitter profile.

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Allow a Brand to Promote your Influencer Post as a Branded Content Ad

August 30th, 2022 by

Instagram has introduced a new Paid Partnership Label and publishing feature. What is it, and how does it work? 

The Paid Partnership Label is exactly what it sounds like—a label informing your followers the published content is a paid partnership with a brand. But it doesn’t stop there. The new label also allows selected content to be published across the partnered brand’s Facebook ecosystem (Facebook, Instagram, Messenger etc). 

So, how do you enable the Paid Partnership Label on your sponsored content? 

FEED 

Step One: Click on the selected post on your profile. 

Step Two: Click on the three dots in the top right corner.

Step Three: Select ‘Edit’ from the list. 

Step Four: Click on “Paid Partnership Label” at the top. 

Step Five: Select ‘Change Business Partner’ or ‘Add Paid Partnership Label’ and search for your brand partner’s Instagram handle. 

Step Six: Slide to set the toggle to ‘Allow Business Partner to Promote’. 

STORY

Step One: Locate the post within your story archives. (Note: if you cannot find the post you are looking for, you will have to re-publish it to your story and ensure ‘Save Story to Archive’ is set to ON before you do so) 

Step Two: Click on the three dots in the bottom right hand corner above ‘More’. 

Step Three: Select ‘Edit Business Partner’ OR “Add paid partnership label” from the list. 

Step Four: Select ‘Change Business Partner’.

Step Five: Search for your business partner’s handle in the search bar. Click the ‘Remove’ that appears next to it on the right. 

Step Six: Select ‘Tag Business Partner’. 

Step Seven: Search for and add your business partner’s handle again.

Step Eight: Slide to set the toggle to ‘Allow Business Partner to Promote

It is important to note that once you have allowed your business partner permission and access to your post, you are not allowed to edit or delete it until they have completed their promotion, according to your contract. 

Should you require further assistance, check out Instagram’s help centre here, or feel free to reach out to us.

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How Influencer Marketing has Changed: A Brief Timeline

August 30th, 2022 by

Influencer marketing is not a new idea.

In fact, if we trace its origins back, we will find ourselves in the 18th century with 1760’s answer to Steve Jobs, Josiah Wedgwood. Acclaimed as the father of modern marketing, Wedgwood had a natural grasp of the fundamentals of earning long-term customer trust and loyalty. He was the first to understand the value of celebrity endorsement and this was proven through his partnership with Queen Charlotte, for whom he made a tea set. He capitalised on his status as “potter to the Queen” and marketed this new Queen’s Ware range to the masses. This saw his equity soar and he was soon able to sell his products at double the average price; cementing himself as the creator of the world’s first luxury brand. 

Fast forward nearly 300 years and, though the fundamentals remain, it is clear to see that marketing methods have drastically evolved to suit a rapidly expanding landscape. Sure, we have all noticed the rise and domination of social media, but understanding how influencer marketing has changed because of this sheds light on its position as the mainstream marketing method in the modern age.

What is influencer marketing today?

The dawn of the social media influencer has birthed innovative marketing techniques that traditional media forms simply cannot compete with. For a long time, brands would partner with celebrities and iconic figures to promote their products, but nowadays partnerships are formed with people of influence in order to micro-target demographics and drive sales. 

A key aspect to look at when exploring how influencer marketing has changed over time is the way that social media caters to the ‘everyday person’. 20-30 years ago, celebrity status was reserved for a minority of successful people, but today, almost anyone can become a social media influencer. With 92% of consumers trusting word of mouth recommendations from those they trust over any other form of advertising, brands have latched onto the ‘everyday person’ to now promote products and services with authenticity in mind. 

Modern day influencer campaigns still take the goals and objectives of Josiah Wedgwood’s marketing success, but place them in a digital setting. For example, influencer marketing campaigns typically utilise promotional posts on all platforms to increase reach and drive sales.

What is influencer marketing today

How influencer marketing has changed to suit…

Brands

Influencer marketing has been on an impressive upwards trajectory over the last few years – growing from $1.7 billion in 2016 to an expected $16.4 billion at the end of this year. Much of the industry’s affluence is owed to the brands who contribute exceedingly successful marketing campaigns to it. 

As lightly touched upon earlier, where brands once sought out celebrities to promote their products, they have now placed promotional duties in the hands of social media influencers. How influencer marketing has changed is through the influencer X brand collaborations which can take on many forms, such as:

  1. Promotional posts
  2. Brand Ambassadors
  3. Hosting giveaways and/or competitions
  4. Giving influencer discount and affiliate codes
  5. Hosting brand events 

Just as Wedgwood pioneered, these marketing campaigns are all run with the aim of increasing brand awareness which will drive product/service sales and eventually increase the brand’s ROI. 

Between an increasing number of channels and a widening pool of influencers, the time for brand’s to test out new marketing strategies and discover more ways to connect with their audience has never been greater. Through these new adaptations to the continuous shift in the online landscape we can see how influencer marketing has changed from one-off celebrity endorsements to fully fledged business models. 

Influencers

We think it is safe to say that influencers now take on a considerably different form, compared to Queen Charlotte…

We have reached the age of user generated content (UGC), meaning that just about anyone can become an influencer…yes, even you! User-generated campaigns can utilise content created by a brand’s fans; technically placing them under the category of an influencer. 

This rise in non-celebrity influence is important in understanding how influencer marketing has changed to shape the increasing reliance on peer-to-peer reviews. As banner ads have plummeted, due to consumers no longer being passive receptacles, people now want to hear about the experiences that others have had with the things they have not yet tried. This is the job of the social media influencer to provide them with this information and guide the consumer through to the purchase phase. 

Consumers

With influencers now serving as an enhanced version of word-of-mouth advertising, consumers have the freedom to be in charge of which advertisements they want to see. Due to this, we see how influencer marketing has changed the importance of authenticity in promotional campaigns. Authenticity is key for consumers when seeking out brands whose stories they can connect with, get behind and believe in. 

People trust people more than they trust brands and this is why consumers are turning away from traditional advertisements and towards trustworthy influencers from whom they get their recommendations.

Consumers

How influencer marketing will change the future

Until now, we have all witnessed, first-hand, how influencer marketing has changed the landscape and functions of the online world. But how is influencer marketing effective in achieving successful results, despite a constantly evolving industry?

With 93% of marketers already leveraging influencer marketing, there are several successful industry case studies to prove its effectiveness. For example:

  1. It builds trust
  2. It’s highly targetable
  3. It overcomes issues with ads
  4. It’s a space to be original

As these four fundamentals remain constant, influencer marketing will be less about celebrities and more about real people who consumers can relate to. Just as we have learned how influencer marketing has changed the way in which brands market to people, we should expect to see this word-of-mouth method for a very long time, as the need for human-to-human connection will never expire. 

FAQ’s

How has influencer marketing changed in the last decade?

Influencer marketing is now all about authentic people recommending the products and services of authentic brands, as opposed to pumping out celebrity endorsements. 

Why is influencer marketing growing faster than ads?

Consumers are now trusting people more than they are trusting ads, meaning banner ads and pop ups are no longer being interacted with due to their lack of authenticity. Consumers want a brand who has a story to tell, not just a pop up advertisement that tells them what they should buy. 

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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Getting Real with BeReal

August 29th, 2022 by

Unless you’ve been living under a rock, you will have heard of the new social platform leading the charge back towards online authenticity. Aptly named BeReal, this platform sends its users a notification, and within 2 minutes they must share pictures (taken simultaneously with the fronts and back camera) of what they’re doing, who they’re with and where they are. No one can predict when the notification is coming, and users are “shamed” for posting late, with how late they are being branded above their post. 

Over the past couple of years, “authenticity” has become a buzzword with the majority of online users—mainly referring to brands and influencers being honest with their audiences. As authenticity became seemingly vital to social media users, we began to see a shift from the aesthetics-based social media content to casual, unedited content. 

Brands began showing their personalities more, and influencers more readily showed their vulnerable sides. However, there’s only so far authenticity can go when social platforms and success are still measured by likes, comments, and shares. There will always be an ulterior motive when a brand or influencer posts seemingly authentic content; it’s a strategic move rather than a genuine one. 

This is where BeReal comes in. Although users can still gain BeReal’s version of likes (RealMojis—instant or pre-taken selfies), and comments, the photo-element of the responses still leans into an in-the-moment feel of authenticity. 

On BeReal, there’s no algorithm, ads, or egos. You have 2 “feed” options, one with friends you’ve added, and another Discovery page that shows content from people across the globe. All it shows is the time someone posted their BeReal, in chronological order. 


While there’s no way of stopping a user from waiting to post their BeReal til a time they’re doing something more exciting (a one-off Instagram Story, almost), the majority of users have accepted that their BeReal memories will mostly be full of semi-mundane day-to-day life. And honestly, this just makes it all the sweeter when the BeReal notification hits and you’re actually doing something exciting. 

So, considering authenticity is the new hot commodity, how can brands make the most of BeReal, despite the platform being “anti-ad”? 

How brands can BeReal 

BeReal has quickly risen to become one of Gen Z’s most used apps, even if only for two minutes a day. Where there’s a consistent audience, there’s an opportunity for brands. 

But how can brands make the most of a platform that’s designed to be anti-ad AND anti-brand? 

Chipotle 

Chipotle was the first brand to create a BeReal account and post an exclusive discount code, offering the first 100 users a free meal, if they entered the code while ordering through its app. 

chipotle

By using this method, Chipotle is creating hype around the brand and its exclusive offers. It’s not trying too hard to be relatable, and gives its BeReal account a real purpose.

e.l.f Beauty

e.l.f Beauty is using BeReal to give its Friends/Followers exclusive access to BTS content at e.l.f HQ, including sneak peeks of product drops, photo shoots, and office happy-hours. The beauty brand kicked off its BeReal launch with a giveaway of a skincare kit from its bestselling line for its first 150 followers, with a limited time promo code. 

e.l.f Beauty’s BeReal strategy makes sense considering it’s Gen Z’s current favourite makeup brand. Gen Z wants to know the ins and outs of a brand; e.l.f Beauty can use BeReal to be completely transparent with their audience, and show the people behind the brand’s success. 

What are the BeReal opportunities?

Brands have already begun creating more off-the-cuff content for TikTok, but they have to take it a step further for BeReal. They can’t just enter the app in the hopes of grabbing eyeballs and attention; they need to use it with purpose. Instead of thinking about authenticity, brands should consider how they can humanise themselves. 

Gen Z wants to be able to connect with brands at an emotional level. You can’t just be relatable, you need to be human

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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How to Measure Influencer Marketing Campaigns

August 11th, 2022 by

Half a decade ago it seemed that the term “influencer marketing” was just a business buzzword that wouldn’t amount to much. No one realised that it was set to be worth $15 million in 2022. 

Now that marketers are aware of its potential global success, it has become a primary advertising channel and one of the most effective ways of building a brand from the ground up.

If you are reading this blog, you either fall into the category of being deeply invested into influencer marketing already and wanting to know if it was the right decision OR you have been putting off collaborating with influencers because you are unsure of how to measure the results of a campaign. In whichever case, we’ve got you covered.

Without further ado, here are the top tips on how to measure influencer marketing campaigns.

Why is it important to measure marketing effectiveness?

In layman’s terms, measuring marketing effectiveness essentially means to analyse and describe the impact and efficiency of marketing. 

When you effectively measure influencer marketing, you can assess what works for future strategies and what doesn’t. You can also better evaluate your performance, track where your leads and sales are coming from and spot areas for improvement. The rate at which you measure this effectiveness is entirely dependent on your personal timeframe, goals and objectives.

Simply put, keeping track of and measuring the effectiveness of your influencer marketing campaigns will only be beneficial to you in the long run, as you will learn to better understand your business; setting future campaigns up for guaranteed success. 

influencer marketing campaign

How to measure the success of influencer marketing

How to measure influencer marketing campaigns: Metrics and KPIs

A successful influencer marketing campaign is that which sets itself up for success in the initial stages. One of these first steps is deciding which KPIs (key performance indicators) and metrics you will use to monitor your campaign’s effectiveness.

The right KPIs will help you identify which campaigns and tactics have the biggest impact on whether you reach (or fail to reach) your sales and marketing goals.

With an extensive list of KPIs already out there, how do you choose which ones to define the success of your campaign? 

In all honesty, there is no right answer, but there are things to consider when choosing the right ones for you:

Align your metrics with company objectives

Less is usually more

Avoid looking at metrics in isolation

Delegate reporting to one responsible team member

Now you know what to consider, here are just a few examples of KPIs that could potentially be of some benefit to you. 

  1. Marketing Revenue Attribution – how much revenue have your digital marketing campaigns brought into your company?
  2. Customer Acquisition Cost (CAC) – total sales and marketing spend needed to gain a new customer. This is calculated by using the following formula: (total marketing expenses + total sales expenses) divided by number of customers acquired within your chosen time frame.
  3. Digital Marketing ROI – calculated by using the following formula: (sales growth – marketing investment) divided by marketing investment.
  4. Organic traffic and your top 5 entry pages

How to measure influencer marketing campaigns: Deadlines

Setting time frames and deadlines to accompany your goals/objectives will create accountability and help keep you focused. Sticking to deadlines will ensure you are doing all that you can to lead a successful campaign. 

Which leads us to…

How to measure influencer marketing campaigns: Scheduling 

Once you have established a timeframe for your campaign, assign checkpoints along the way to track your progress. These will be essential to understanding what is working and what isn’t. There is no rule on how often this should be done, but experts suggest scheduling more in the initial stages of the campaign. 

How to measure influencer marketing campaigns: Use the tools

They’re there for a reason! 

Google Analytics is the most commonly used tool, but any and all software will help you track your campaigns and better understand your leads and customers. 

There is no single marketing tool that can cater to the needs of everyone, so it is wise to pick one based on the goals you are aiming to achieve.

How to measure influencer marketing campaigns: Benchmark your performance

This allows you to capitalise on growth opportunities and spot areas for improvement, as well as allowing you to gain competitive advantage and set more meaningful and achievable targets for your campaign.

How to measure influencer marketing campaigns: Don’t stop testing

Even when your campaign is running full steam ahead, test test test.

Knowing how to measure influencer marketing campaigns is knowing that the key to success is consistent testing and analysing. After all, there are no disadvantages to continuous testing; only the benefits of being able to adapt new ideas from test results for an overall better performance. 

Final thoughts

We hope this has given you some insight into a few tips and tricks on how to measure influencer marketing campaigns. As a marketer, it is in your best interests to figure out which measurements to implement in order to test the effectiveness of your campaign and further improve your chances of success for now and the future. 

FAQ’s

How do you measure the success of an influencer marketing campaign?

This all depends on whichever metrics you choose to measure the campaign’s effectiveness. These metrics should be aligned with your campaign goals and regular analysis and testing should be conducted to determine whether you are meeting these or not. Some examples of key metrics and KPIs are:

  1. Using marketing tools 
  2. Benchmark your performance data
  3. Check your online feedback
  4. Revenue 

How do you analyse an influencer marketing campaign?

Using marketing tools such as Google Analytics will allow you to analyse your influencer marketing campaign. 

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 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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