Influencer Engagement Rates: All You Need to Know

August 4th, 2022 by

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

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

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

What is influencer engagement?

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

How do you calculate an influencer’s engagement rate?

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

Engagement rate=

(Likes+comments) / Total number of followers

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

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

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

Why is influencer engagement important? 

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

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

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

What is a good engagement rate for influencers?

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

Does size matter for influencer engagement?

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

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

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

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

Does platform matter for influencer engagement?

In short, yes. 

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

Influencer Engagement Rates: Final Thoughts 

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

FAQs

What is an influencer’s engagement rate?

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

How is influencer engagement measured?

The formula is: 

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

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

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

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

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Music Influencers

August 4th, 2022 by

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

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

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

music influencer

Music industry influencers vs. music influencers

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

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

Meet the music industry influencers

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

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

Meet the music Influencers

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

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

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

 Meet the music Influencers

Where can I find these influencers?

Instagram 

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

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

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

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

YouTube 

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

Today, the top music influencers that dominate YouTube are:

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

TikTok

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

The current top TikTok music influencers are:

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

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

Final Thoughts

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

FAQs


What does a music influencer do?

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

Who is the biggest music influencer?

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

What is a music influencer example?

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

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

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

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Influencer Marketing Predictions

August 1st, 2022 by

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

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

Gone but not forgotten

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

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

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

 New year, new industry

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

Bringing us to the first of our influencer marketing predictions…

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

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

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

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

Perhaps you could be tomorrow’s viral sensation.

Influencer Marketing Predictions #2: Social commerce

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

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

Influencer Marketing Predictions #3: The Metaverse

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

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

Influencer Marketing Predictions #4: Short form video

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

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

FAQs


How do you measure the effectiveness of influencer marketing?

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

What are some predictions for influencer marketing in 2022?

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

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

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Influencers on LinkedIn

July 12th, 2022 by

If learning that influencers exist on the networking site LinkedIn has shocked you, then the contents of this article will blow your mind.

What are influencers on LinkedIn?

Influencers on LinkedIn are considered experts within their chosen industries. Rather than promoting brands and products, they are able to offer advice on issues faced and trends that soar in their fields. So, if you were waiting around for them to release a fashion edit with PrettyLittleThing, you might be waiting for a very long time. LinkedIn influencer marketing looks a little bit different. Small businesses who are looking to improve their reputation will be a good fit for this marketing strategy, as many users will trust a recommendation from someone who is an expert in their field.

Influencers on LinkedIn differ from your typical Instagram, YouTube and TikTok influencers in the way they achieve influencer status. On any other social media platform, if you continue to dedicate your time and effort to your profile and gain a certain number of followers, you are automatically considered either a micro or macro influencer. LinkedIn influencers are selected by invitation only. This means that if you are looking to become a LinkedIn influencer, you really have to impress the board.

The perks of becoming an influencer on LinkedIn

While understanding that everyone’s idea of success is personal to them, LinkedIn can take career success to levels that other social media platforms very rarely can. With over half a billion users worldwide, the platform serves as a hub for creating business connections. As an influencer, these connections build authority, which then translates into real life credibility with people you may come across, as you will now be viewed as a reliable and authentic business person; attracting more customers.

An increase in connections, and therefore potential customers, is also made easier for influencers through their engagement rates. The more people who interact with your posts, the more likely it is to make it onto LinkedIn’s trending topics page. Here, you will be granted exposure to every user on the site and attract even more potential customers. Do you see the pattern now? Creating/building connections gives you more leverage for exposure on the platform—exposure leads to more potential customers and potential customers equals a boost in your business.

Just like with all forms of influencing on every platform, it takes a lot of hard work and dedication to your profile to eventually build something noteworthy. Or in LinkedIn’s case, to eventually be noticed and invited to become an influencer.

Influencers to Follow on LinkedIn

Top LinkedIn Influencers

We have put together a list of LinkedIn influencers who are at the top of their field within Digital Marketing.

1. Neil Patel – Digital Marketing Specialist and Co-Founder at Neil Patel Digital. 

Follower count – 435,457

LinkedIn Profile: https://www.linkedin.com/in/neilkpatel/

 2. Gary Vaynerchuck – Communications Expert, Author, Chairman of VaynerX, CEO of VaynerMedia

Follower count – 5,042,989

LinkedIn Profile: https://www.linkedin.com/in/garyvaynerchuk/

 3. Bryan Eisenberg – Optimisation Expert, Co-Founder at Pelotero

Follower count – 151,298

LinkedIn Profile: https://www.linkedin.com/in/bryaneisenberg/ 

 4. Pam Moore – Social Media Marketing Specialist

Follower count – 353,288 

LinkedIn Profile: https://www.linkedin.com/in/pmoore/

 5. Ann Handley – Digital Marketer, Content Expert

Follower count – 435,182

LinkedIn Profile: https://www.linkedin.com/in/annhandley/ 

FAQs

How do LinkedIn influencers work?

Influencers on LinkedIn are a select group of individuals who are considered experts in their respective fields. They discuss their opinions on trending topics and issues in order to help others expand their knowledge and businesses. A team of editors at LinkedIn works closely with the influencers to form articles and posts that not only make members more professionally informed, but also to spark thought-provoking conversations in the comments.

What is influencer status on LinkedIn?

The top LinkedIn influencers have all achieved influencer status through proving their expertise in their industry. Influencers on LinkedIn will typically have 500+ connections in order to deem them worthy of selection by the premium LinkedIn influencer program board.

How do you target influencers on LinkedIn?

Not too dissimilar from knowing how to choose an influencer on any other social media platform, targeting influencers on LinkedIn requires just as much in-depth analysis of the creator and their profile. A few ways to target specific LinkedIn influencers are through;

  1. Performing a manual search using keywords relevant to your niche and selecting influencers from the list of those who are using those keywords the most. 
  2. Using influencer marketing software.
  3. LinkedIn groups. Try joining the top groups in your industry and niche.

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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Types of Influencer Marketing Campaigns

July 12th, 2022 by

When you think about influencer marketing, we bet the first thing that comes to mind is sponsored posts. After all, this is where most micro influencers start out before collaborating with brands in bigger and more exciting ways.

Over the past decade, influencer marketing has become a fast track for brands to get their products into the realm of social media, with their choice of influencer helping them automatically reach their target audience. With multiple case studies proving its effectiveness and success, 65% of marketers made the decision to increase their influencer marketing budgets for 2019—since then, this number has only increased.

Beginning an influencer campaign, of course, starts with knowing how to choose an influencer. Whoever you choose will then determine the types of influencer campaigns to run with.

Influencer Marketing Campaign Types

For many marketers, one of the most popular types of influencer marketing campaigns is sponsored posts. This is because they do not require a huge budget and are easy to produce, approve and publish. According to STATISTA, in 2018, sponsored Instagram posts accounted for 78% of influencer-brand partnerships.

While these types of influencer marketing campaigns have proven to be incredibly effective and beneficial to both parties, they are only short-term and will probably not create that long-lasting partnership that most brands are wishing for.

If you are a brand looking to launch a successful and exciting influencer marketing campaign, but aren’t quite sure which path to take, don’t panic. We’ve compiled a list of the best types of influencer marketing campaigns to help you.

Types of influencer marketing campaigns: Brand Ambassadors

Starting with a bang, we have brand ambassadors. Arguably the most effective way of securing a long-term partnership, appointing a brand ambassador ensures the chosen influencer is the face of your brand for a semi-permanent amount of time. Because of this, it’s vital you select an influencer who matches your brand to a T.

Typically, brand ambassador roles are appointed to those who have had success with a brand’s previous marketing campaigns; to the point where their long term association will have undeniably positive results.

As consumer attention spans continue to dwindle, authenticity is a key element in any influencer partnership, and is a deciding factor for many consumers. Having an influencer endorse your brand over a longer period of time, it proves that the collaboration is authentic and not just a money grab.

As well as this, long-term ambassador roles tend to do well as they prohibit influencers from promoting competitor brands throughout the collaboration.

Types of influencer marketing campaigns: Product Collaborations

Name something more exciting than your favourite brand collaborating with your favourite influencer to create something that you can get your hands on…we’ll wait.

When it comes to types of influencer marketing campaigns, product collaborations are certainly the most creative. These collaborations can range anywhere from fashion edits, to cosmetic ranges to food and drink.

Due to how costly they can be, it’s wise to reserve these collaborations for bigger influencers and celebrities with whom you have had success in the past to generate as much ROI as possible. When conducting these collaborations, it is important to hand creative freedom over to your influencer. Remember, they know their audience better than anyone else.

Types of influencer marketing campaigns: Discount Codes and Affiliates

Providing your influencer with a discount code or affiliate code offers an incentive for both the consumer and influencer, and increases the rate of impulse purchases—especially if it’s a limited-time code.

These discount codes should be personalised to the buyer, not only to boost authenticity, but so you can easily track click through and conversion rates of each influencer.

Affiliate links allow influencers to earn commission through any purchases made with their personal links. This ensures their partnership over a period of time, as it generates passive income for the influencer—who doesn’t want to generate passive income for as long as possible?

Types of influencer marketing campaigns: Giveaways and Competitions

Another fun and exciting influencer marketing strategy! If your aim is to increase brand awareness and your following, then this is the perfect opportunity.

There are a couple of ways you can create giveaways and competitions. You can run a collaboration in partnership with an influencer, or simply have them promote your own. Whichever option you choose, you need to use the entry requirements to your advantage. For example;

  1. Entrants must be following the brand page.
  2. Entrants must sign up to the brand’s newsletter.
  3. Entrants must like and comment on the last 5 posts on the brand’s page.

Top tip: Before hosting giveaways and competitions, it is important to check the social media platform’s rules and regulations on hosting.

Types of influencer marketing campaigns: Host Brand Experience Events

We’ve all seen influencers being jetted off to sunshine destinations and getting dolled up for brand events on social media. Brand experiences are perfect for brand awareness and exposure.

A few things to consider if you are looking to host your own brand event:

  1. Ensure all influencers invited have audiences that contain your target demographics. This means all content they publish will be shown to people who are genuinely interested. 
  2. Make sure that your event has lots of content creation opportunities with bold, colourful decorations as this will make it stand out from the rest. 
  3. Create a hashtag that your influencers can use to share the event on their socials. This will also help you when it comes to collecting event photos once the day has been and gone. 

FAQs

What are the different influencer marketing campaign types?

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 use Influencer Marketing

July 6th, 2022 by

Are you sitting there wondering how to use influencer marketing to your advantage? Well, you’ve found the right blog.

Keeping up with the ever-changing social world means keeping an eye on your demographic, particularly with what they are doing online. Turning to social media influencers and their audiences can help you do just that. Using carefully-selected influencers to endorse and mention products in posts, videos, and TikToks ensures you’re reaching your demographic and, ultimately, boosting your ROI.

If you’re a brand wondering how to use influencer marketing or consider it a marketing strategy with too high risk, and too little reward… Here are some stats that can change that.

A series of surveys conducted in 2019 by MediaKix suggests that 80% of marketers find influencer marketing effective, while 71% of marketers agree that influencer marketing is useful for driving traffic towards your brand’s page.

It’s this increase in traffic that will ultimately reap the long term benefits of using influencer marketing, as exposure to an influencer’s audience will more often than not improve your own following. From here on, you will be able to build trust with your new following; leading them to considering a purchase further down the line.

How to use influencer marketing

How to use influencers to promote your product

The most important part of “how to use influencer marketing” is selection. Selection is key. Not only is finding the right influencer(s) important, but so is finding your chosen social media platform.

If this is something that you can’t quite figure out yet, then research, research, research! Find out where your industry is most talked about online. Fashion and beauty tend to gain more attention on Instagram, whereas the gaming industry dominates Twitch. Both also dominate YouTube. Knowing this information will set you up perfectly for the next step when considering how to use influencers for marketing.

Influencers come in all sizes and those you choose will have different benefits and budgets. Targeting macro-influencers and celebrities will require a bigger budget, but you are promised a wider reach. On the other hand, micro-influencers with 5-10k followers often have a deeper relationship with their followers and, considering a Nielsen survey studied that found 95% of consumers trust recommendations from people they know as opposed to directly from a brand, this could be your most effective strategy.

Something else to consider is how well these influencers perform on your chosen social media platform, as their ability to organically engage with their audience will only enhance your exposure.

How to use influencer marketing: Reaching out

A vital aspect of understanding how to use influencers to promote your product is your approach to making the first move. Don’t spring yourself on them and scare them away before you’ve even begun. Start by organically engaging with their content. A few likes and comments here and there will go a lot further than you think. It isn’t instant, but it will ensure that a trustworthy relationship between you both will form.

From here on, it’s important to personalise any messages you send to chosen influencers. This is an important step in how to use influencer marketing and will introduce you as a genuine brand who wants to invest their time into developing a connection. For micro-influencers, consider reaching out to them in their DMs on the same platform and for bigger influencers, perhaps find a link to their enquiry email address or to their management that you can go through.

In these more direct messages, it’s imperative that you tell your chosen influencer what’s in it for them, as well as outlining your goals for the campaign and a little information about your brand. Remember, you are trying to create a long-lasting relationship with them and not delivering a one-off sales pitch.

If you are successful and your influencer gets back in touch with you, make sure to collaborate with them on creating a campaign as on-brand for the both of you as possible. If given the opportunity to showcase the skills they have acquired through their dedication to their page, influencers will feel heard and more likely to want to come onboard.

How to use influencer marketing: Final Thoughts

Using influencer marketing isn’t all about how quickly you can sell your products, it’s something that requires long-term strategy and dedication to the process. Influencer marketing will continue to be on the rise and successful stories will continue to come out of it. Once you find your place in the industry, you, too, could be one of these stories.

FAQs

What is an example of influencer marketing?

When considering how to use influencer marketing, looking at examples is a good start.

Adidas launched a #MyNeoShoot contest on Instagram giving people all over the world the chance to be models for their next campaign. All they had to do was take a full body shot and a head shot of themselves and press submit. The brand used Selena Gomez as the campaign model and worked closely with other big influencers on Instagram to attract attention. As a result, the contest received around 12,000 entries, the hashtag received 71,000 mentions and the brand’s Instagram page grew by 41,000. 

By utilising Selena’s fame as the campaigns kickstarter, and then keeping this afloat with other macro-influencers, Adidas were able to maximise their social media reach; ultimately allowing for a successful campaign.

How to use influencers?

Why should you use influencer marketing?

It is proven that influencer marketing is an effective strategy when increasing brand awareness and gaining meaningful exposure. As an industry that is predicted to be worth $12.57 billion, globally, and with all of the successful case studies that have come out of it, it is definitely worth jumping on the bandwagon for.

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Weekly Marketing News, 17th June 2022

June 23rd, 2022 by

Twitter builds Communities, TikTok shares promotion responses, Shorts boasts users, Amazon wants clout and Dacia goes virtual.

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. Twitter launches Communities 

Twitter launches Communities

Twitter has launched a new function called Twitter Communities to (you guessed it) build a sense of community on the platform. The new service allows users to create and join communities that are centred around a specific interest. Each Community allows members to tweet about that Community’s designated subject matter. Posts within a Community don’t generally show up in Twitter’s main feed, but in a designated Community timeline. (Via Digital Trends)

2. How do users respond to TikTok promotions?  

How do users respond to TikTok promotions?

According to data within TikTok’s Path-to-Purchase report, 50% of TikTok users feel ‘joyful, excited, or happy’ about the products they’ve purchased via the app, while TikTok users are significantly more likely to recommend products that they find in their feed. The report also found that TikTok users are 48% more likely to discover new brands or products from celebrities or public figures, 25% more likely to discover them through creators, and 23% more likely to discover them through trending topics or hashtags than on other platforms. (Via Social Media Today)

3. YouTube Shorts boasts 1.5 billion monthly users 

YouTube Shorts boasts 1.5 billion monthly users

YouTube announced its TikTok-rival service YouTube Shorts is now being watched by over 1.5 billion logged-in users every month, less than two years after its launch. By comparison, TikTok announced 1 billion monthly users in September 2021. YouTube also promoted Shorts’ ability to drive viewers to creators’ long-form video channels, referring to the trend as “the rise of the multiformat creator.” (Via TechCrunch)

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4. Amazon leverages influencers for clout 

Amazon leverages influencers for clout

Amazon recently hosted more than a dozen Instagram, TikTok and YouTube stars at a glitzy Mexico resort. Attendees could stroll through a curated pop-up shop of “internet famous” items for sale on Amazon, visit the “Kindle Beach Oasis” and hang out at a Prime Video movie night. The company is trying to entice social media creators to join its influencer program, which launched in 2017. (Via CNBC)

5. Dacia’s drives EV sales in Rocket League

Dacia’s drives EV sales in Rocket League

The Dacia Spring Electric Challenge Map was created in Rocket League to mark the anniversary of Dacia’s electric vehicle, the Spring. Dacia wanted players to change their in-game vehicles to electric cars and participate in tournaments. The team created a training map, while highlighting the Dacia brand’s ethos surrounding its electric vehicle range. (Via The Drum)

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Weekly Marketing News, 10th June 2022

June 10th, 2022 by

A social special! YouTube Shorts are shoppable and creators predict the future, TikTok overtakes YouTube and Instagram pins posts and hides followers. 

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. YouTube debuts shoppable Shorts

YouTube debuts shoppable Shorts

YouTube has introduced a new commerce feature: shoppable shorts. The new feature launched in a tie-up with Glossier. Glossier launched a new eyeliner in a three-week Shoppable Shorts Challenge. The shoppable Shorts function is not yet live in the UK. For UK consumers, Glossier has partnered with four local influencers who will help promote the eyeliner with private shoppable links. (Via The Drum)  

2. Instagram experiments hiding followers 

Instagram is reportedly testing a new update that will hide the number of followers a user has. The update was uncovered by Alessandro Paluzzi on Twitter, and the news was met with mixed reviews. While some understood that hidden follower counts would make some users feel less pressure on the platform (in a similar way to hidden likes), others weren’t convinced and said the platform was becoming less transparent. (Via Digital Information World)

3. TikTok usage trumps YouTube

TikTok usage trumps YouTube

TikTok has finally surpassed YouTube in terms of the number of minutes users spend on the app. Adult users now spend around 45.8 minutes a day on TikTok which has allowed it to just surpass YouTube’s 45.6 minute average. While TikTok and YouTube are the clear winners in a neck and neck race, the surprise entry at number three is Twitter, where users spend about 34.8 minutes per day. (Via Digital Information World)

4. YouTube launches custom tarot card experience

YouTube launches custom tarot card experience

YouTube has announced a new, customised tarot card reading experience that uses popular YouTubers as characters on its tarot card displays. The tarot community on YouTube has grown significantly, and in the last two years videos with “tarot” in the title were viewed more than 250 million times in the US. (Via Social Media Today

5. Instagram launches pinned posts

Instagram launches pinned posts

Instagram users can now pin three posts or Reels to the top of their profile grids. Pinned posts have been in the works since the beginning of the year, but they have only just been released to all users. The new feature could potentially offer influencers new brand partnership opportunities, as content featured at the top of a profile grid will have a longer lifespan. (Via The Verge)

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Monthly Beauty Roundup: May 2022

June 10th, 2022 by

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

Skincare-infused makeup

Skincare and self-care have been incredibly popular beauty trends over the past year, but we are now seeing skincare infused makeup take over social media. While makeup with skincare benefits isn’t a new trend, many brands have begun hopping on the hype to offer hyaluronic or mineral infused mascaras, foundations, concealers and more. 

@skinncosmetics##GRWM ft. SKINN’s Scientific Color skincare-infused makeup 💕 @isalealm_ ##makeup ##skincare ##beauty ##makeuproutine♬ pink and white slowed mix – xxtristanxo

Creator spotlight

Hannah Tyre

Hannah (@hannah_beauty27) is a US-based beauty influencer. With 1 million TikTok followers, Hannah regularly shares exciting and colourful makeup looks, skincare tips and her favourite drugstore products. Hannah also shares snippets of her life living with brittle bone disease. 

@hannah_beauty27 I found this blue & brown look on Pinterest and I really wanted to recreate it 💙 #motd #blueeyeshadow #makeuptutorial #makeupismypassion #makeuplover #grwm ♬ Fearless (Taylor’s Version) – Taylor Swift

@hannah_beauty27 Take off my makeup with me! 🥰 #skincareroutine #nightlyroutine #nightroutine #nightroutineskincare ♬ Taste It – Ikson

Brand Spotlight 

Jones Road Beauty

Jones Road Beauty is a beauty brand by makeup mogul Bobbi Brown. Although founded in 2016, it didn’t rise to internet infamy until this past month. To launch a new foundation, JRB gifted the product to influencers. Although generally met with positive results, a select few influencers didn’t know how to use the product properly, leading to Bobbi Brown herself creating a fun TikTok response. 

@trevorbarrett This foundation has been getting so much hate!👀Here’s why I actually like it!❤️#jonesroadbeauty #foundation #jonesroad #bobbibrown #stitch #makeupreview ♬ Night Fishing – C Y G N

@justbobbibrown How did I do?? Applying Jones Road’s light to medium coverage What The Foundation 🤣😅 #foundation #foundationhack #foundationroutine ♬ original sound – Bobbi Brown

Content spotlight

Garnier: Ultimate Blends

To promote its Ultimate Blends Hair Food, Garnier used influencers to create videos showing how the product is used and the difference it makes to hair health. Videos were posted to influencers’ own channels before being boosted by the brand to drive it to wider audiences. 

@isabellakateead | You can use it as a MASK, CONDITIONER or a LEAVE IN product!! Wowwww🤩👀💖 @Garnier UK & Ireland♬ original sound – isabellakate

@alxcextThe @Garnier UK & Ireland Hair Hood 3-in-1 Masks are an affordable haircare gem! 😉have you tried them? 👀 AD♬ original sound – Alice T

Murad: Correct & Protect Serum

Skincare brand Murad used influencers and recognised skincare experts to promote various products on TikTok. Influencer posts promoting the AHA/BHA Exfoliating Cleanser were boosted by the brand. Murad also used influencers to film content for its new Correct & Protect Serum SPF45. Content was posted to Murad’s own channel and then promoted as in-feed ads. 

@nilltavangarMy skin absolutely loves acids 💦 I use the ##Murad AHA/BHA Exfoliating cleanser 2-3x a week, as part of my noble quest against dull/congested skin 🤺 ##AD ##skincaretips♬ FEEL THE GROOVE – Queens Road, Fabian Graetz

@muradskincareNEW Correct & Protect Serum SPF45. Satiny-smooth serum with 100% mineral SPF that’s tested and scientifically proven to visibly correct discoloration and prevent future hyperpigmentation. ##murad ##muradskincare♬ original sound – Murad Skincare

Medik8: Crystal Retinal 

To promote its cult favourite Crystal Retinal, Medik8 used influencers and a commissioned TikTok sound. Playing on a TikTok trend, Medik8 used influencers to lip sync to the sound before showing their skincare routines using Crystal Retinal. Influencer videos were boosted and shown to audiences as in-feed ads. 

@emily__blackwellNight time skincare routine @officialmedik8 ##retinalrevolution ##teamcrystalretinal |AD♬ RetinAL not RetinOL – officialmedik8

@charbarker My evening skin routine using @officialmedik8 Crystal Retinal 🤍 #RetinalRevolution #TeamCrystalRetinal ♬ RetinAL not RetinOL – officialmedik8

Caudalie: #HowDoYouMist

Caudalie launched a competition on TikTok, where the winner would receive a year’s supply of Caudalie products. Users were encouraged to duet an original video using an influencer and commissioned sound, and show their beauty transformation using the Beauty Elixir. The hashtag #HowDoYouMist has over 14M views in just 5 days. 

@Caudalie It’s GLOW time! Show us your #BeautyElixir transformation using #HowDoYouMist ♬ Promoted Music – Caudalie

@amelia0livia #duet with @caudalie are giving you the chance to win a year’s supply of skincare, one of my fave brands ever so you’re in for a treat!✨ Take part in the #HowDoYouMist to enter🤍 Ad #beautyelixir #caudalie ♬ Mist, Prep, Set, Glow – Caudalie

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Weekly Marketing News, 20th May 2022

May 24th, 2022 by

TikTok rewards creators, Instagram users aren’t happy, YouTube is in a loop, Katy Perry wants Just Eat and Malteasers supports mothers going back to work. 

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 “Branded Mission” ad product 

TikTok Branded Mission ad product

TikTok’s new ad product called “Branded Mission” will allow creators to connect with brands and receive rewards for videos. Advertisers can crowdsource content from creators and turn top-performing videos into ads. Advertisers can launch branded campaigns and encourage creators to take part in them. Brands can develop a brief and release it to the creator community encouraging them to participate in Branded Missions. (Via TechCrunch)

2. User’s aren’t happy with Instagram’s immersive feed

@ieucooke Why am I actually welling up #instagram ♬ original sound – ieu

Instagram has begun rolling out its new immersive feed to users, and the response hasn’t been good. In its attempt to mimic TikTok with full-screen posts and even more recommended content from accounts users don’t follow, Instagram has pushed users to share their dislike of the new format on… TikTok. Users in the comment sections were fed up at Instagram’s constant copying of TikTok and claimed the platform wasn’t listening to what users actually wanted. (Via Grazia)

3. Watch and loop YouTube video best-bits 

Watch and loop YouTube video best-bits

YouTube viewers can now loop their favourite YouTube videos to watch them over and over, or skip to a video’s most popular moments. YouTube will identify big moments by determining the sections of videos that are replayed most often; these will be displayed in graphs that are visible within the video player’s progress bar. Sections that have been watched more frequently will appear as shaded “hills” above the bar. (Via TubeFilter)

WORK WE LIKE

4. Katy Perry’s Just Eat jingle

Katy Perry has replaced Snoop Dogg with her new rendition of Just Eat’s “Did Somebody Say” jingle. The food delivery app’s new brand platform celebrates the excitement that comes when the idea of ordering food is suggested. The VP of global brand at Just Eat said, “Katy Perry brings unparalleled star power and her playful nature matches ours to a tee. It’s the perfect partnership to continue building the instinctive connection between Just Eat and the joy of food delivery.” (Via Ad Week)

5. Maltesers supports maternal mental health  

Maltesers supports maternal mental health

Maltesers has launched #TheMaternityReturn with partners Channel 4 and Buzzfeed, Inc as part of a social campaign looking at the importance of support when returning to the workplace after maternity leave. As a continuation of the campaigns created last year by AMV BBDO #TheMassiveOvershare and #LoveBeatsLikes, #TheMaternityReturn is the third instalment in a series of campaigns from Maltesers as part of its multi-year partnership with charity partner Comic Relief. (Via LBBOnline)

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