How Can Brands Unlock Black Friday and Cyber Monday on TikTok?

November 24th, 2021 by

Black Friday is arguably the biggest shopping event of the year, closely followed by Cyber Monday. Although initially created as an offline, in-store sales event (featuring thousands queuing outside stores in hopes of a steal), it has since transitioned to include online shopping as a result of consumer habits changing. 

As a result of the pandemic, the way consumers shop has once again changed, with online shopping more important than ever before as consumers look for deals from the comfort of their own homes. This change, while led by stay-at-home orders, was solidified by social media phenomena, namely the “TikTok Made Me Buy It” mindset. 

TikTok has been a driving force behind changing consumer behaviour. Not only has it changed the way we spend our time (i.e. spending hours and hours scrolling through hilarious, digestible videos), but it has changed our purchasing habits and the way we view and respond to ads.  

TikTok has a unique ability to deliver authentic content that resonates with users all over the globe. The potential audience reach of the platform makes Black Friday on TikTok an opportunity that brands will not want to miss out on. 

Black Friday on TikTok

According to TikTok, 54% more users plan to find Black Friday offers through sponsored social media posts on TikTok than any other platform. In 2020, 80% of TikTok users who made a purchase on Black Friday said that TikTok played a role in their decision, and 40% of purchasers said they made a purchase after seeing an exact item on TikTok. For Black Friday 2021, 80% of TikTok users expect TikTok to inspire them to make a purchase this year. 

Pre-pandemic, Black Friday used to be about rushing to stores or malls as early as possible on Friday morning. Now, things look slightly different. Online retailers have begun stretching out their Black Friday sales over multiple weeks and offer regular customers early access to discounts. The early start of sales may have been a result of supply chain issues facing retail markets all over the world. However, TikTok users have happily embraced this change and have already begun their purchasing. 

The communities available on TikTok are almost endless. Think of a community niche and there’s an incredibly high chance they’re active on TikTok. However, TikTok has revealed there are certain categories TikTok users are more likely to buy in Black Friday sales compared to other platforms. 

TikTok users are 35% more likely to purchase gaming devices, 20% more likely to buy personal care items, 16% more personal electronics and 15% more clothes. 

How to hack Black Friday 

So, with this in mind, how can brands make the most from TikTok during the Black Friday and Cyber Monday sales season? 

The first thing to remember before making any content for TikTok is that authenticity rules the platform. TikTok users see straight through overly-promotional ads; you have to be genuine. Authenticity is the reason many brands have been able to succeed on the platform. 

The best way to target users on TikTok is through paid ads. TikTok offers a suite of paid ads that all offer their own benefits to brands. In general, TikTok ads capture users’ attention and encourage engagement more than other platforms. They also increase brand recall more when compared to other social platforms. The average user’s attention span has shrunk to only 8 seconds, so make sure you begin all your ads with key points and call-to-actions. 

There are a variety of paid ads available. One of the most effective at capturing attention is TopView ads. These present ads to users as soon as they open the platform, capturing their attention immediately. 

Another ad available involves creating a Branded Effect. Branded Effects are a fun way to increase reach and conversions, and can seamlessly navigate traffic to your website or dedicated Black Friday landing page. 

As with all social platforms, influencer marketing is highly effective on TikTok. Using TikTok creators to demonstrate or promote your deals not only increases reach and brand awareness, but gives your brand social proof and credibility—something brands can never have enough of. TikTok has its own Creator Marketplace you can browse to find the perfect creators for your brand. 

Another thing to remember is that, while Black Friday is technically only one day, deals can last for multiple days or weeks. You don’t need to stop promoting your deals on TikTok just because Black Friday is over. Users love deals at every time of the year, but especially in the run-up to Christmas. 

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The Battle for Ears: The Importance of Audio

November 24th, 2021 by

Audio experiences are huge parts of consumers’ lives. Consider the rise in popularity of podcasts—in the past decade, we have seen a steady increase in regular podcast listeners; 56% of consumers under the age of 35 listen to podcasts at least once a month. Combining this with the impact of TikTok audio (88% of users said that audio was a crucial part of the TikTok experience), it’s understandable that major social and commerce platforms want a piece of the audio pie. 

But who’s getting involved? And what are they doing to differentiate and stand out? 

The Battle for Ears

Amazon reinvents radio

Amazon is preparing for the battle for ears by developing a new audio app. Codenamed “Project Mic”, the app will give anyone the chance to make and distribute a live radio show, complete with selected music. Initially focused on the US, the app aims to democratise and reinvent radio. 

Listeners can tune in through the app, Audible, Amazon Music, Twitch and any Alexa-enabled devices. Through Alexa devices, listeners can interact with their favourite shows using just their voice. The app will be optimised for driving, leaning into Amazon’s idea of reinventing the radio. 

To arrange their own program, users can pull any music available within Amazon’s music catalogue. To launch the app, Amazon is planning to use celebrity talent and smaller artists. Although the app will be primarily music-focused, programming will also focus on pop culture, comedy and sports. It is also rumoured that Amazon is working with big-name record labels to coordinate live events with artists. 

Amazon-reinvents-radio

YouTube gets serious about podcasts

Presently, podcasters looking to publish audio-focused content to YouTube have access to a large distribution platform and traditional RSS feeds. However, the experience for listeners isn’t ideal and the video feed doesn’t really contribute to the podcast discussions. So, in hope to increase its competitiveness in the podcast industry, YouTube has hired someone to lead its podcasting efforts. 

The position has been filled by Kai Chuk, who has been at YouTube for nearly 10 years focusing on media partnerships. It’s not yet clear exactly what his role will entail or what YouTube has in store for its podcasting developments. 

YouTube is a Google company, and Google already has its own podcasting feature (aptly named Google Podcasts). Podcasters already upload and host videos on Google’s servers, and Google monetizes those videos for them based on user data. While YouTube could directly enter the audio-only podcasting space, that’s not what the platform has historically been used for. YouTube does have its own music streaming service that offers ad spaces for businesses and could be looking to expand this service to replicate Spotify or Apple Music by offering podcasts—and even more ad spaces. 

This could be beneficial for podcasters already uploading to YouTube. They would have access to a service designed specifically for audio-only entertainment and could—potentially—still have access to and promote to their pre-existing subscribers. 

Twitter lets hosts record Spaces 

Twitter has rolled out recording and resharing to its Spaces users, allowing users to listen to Spaces after they air. The decision has allowed hosts to extend the value of their work and reach audiences that can’t always keep an eye out for live conversations—especially considering the global timezone differences on the platform. 

Spaces hosts that have access to the recording feature have to actively toggle on “Record Space” before they launch a new conversation. While the Space is ongoing, a recording icon will be visible to everyone—cohosts and listeners. Hosts have access to the recording for 30 days following the initial broadcast and can share and tweet it to their followers to check out if they missed it. Listeners can play back recordings directly within their timelines and can share them to their own followers. 

In adding a recording and reshare feature, Twitter has essentially created its own limited-edition podcasts. The main drawback to live-conversion features is that there is limited reach for the host’s efforts—they can only access the people within the conversation at the time. If a creator has an audience majority that lives in a different time zone, they may not be able to cater their Spaces for them. By having the record and reshare option, creators can still offer semi-exclusive content to their audiences. 

Twitter-lets-hosts-record-Spaces

Spotify launches Clubhouse clone ‘Greenroom’ and works on video podcasting

In summer, Spotify acquired sports-focused audio app Locker Room to help speed its entry into the live audio market. Relaunching the platform as Greenroom, Spotify suddenly had its own Clubhouse clone that operated in, pretty much, the exact same way. 

However, Spotify Greenroom has created six new podcast shows that are focused on music and pop-culture and inspired by popular Spotify playlists. The podcasts air at a set time and are live conversations, similar to a radio show. Due to demand, many of the shows are being published on-demand after the livestream has aired. 

Spotify-launches-Clubhouse-clone-_Greenroom_-and-works-on-video-podcasting

Not only has Spotify been busy creating its own podcast-radio shows, it has also been looking into video podcasting. It announced that it will be providing access to a new tool that will allow creators to publish video podcasts to its service. Provided by the company’s podcast creation platform Anchor, it expands on the global launch of video podcasts in 2020, which was only offered to a select group of creators. 

Now, creators on Spotify can upload their video podcast content in the same way they would upload audio content. Fans can listen and watch the video podcasts across all platforms Spotify is available on. Creators are also able to monetize their content by using subscriptions, similar to how they can with audio podcasts. 

Video podcasts aren’t yet available to all podcasters on the platform—there’s a pretty hefty waiting list to gain access to the feature. The feature is already available to Spotify Originals and Exclusives podcasts, including The Joe Rogan Experience and The Philip DeFranco Show. 

Considering the introduction of these two new features, we can’t help but wonder whether we’ll see videoed live conversations, changing the inspiration from a morning radio show to a morning TV-show. Video podcasting has been available on Apple Podcasts for some time, and with YouTube entering the podcasting space, Spotify should focus on rolling out its video feature as quickly as possible or risk losing out on its share of the pie. 

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Using Live Streaming To Drive An Omnichannel Strategy

November 8th, 2021 by

As the “new normal” becomes simply “normal”, the retail industry has readjusted to post-pandemic consumer habits. So, what does normal look like? 

New research shows that consumers aren’t necessarily prioritising either online or in-store shopping, but want retailers to meet them wherever they are. In a report by Klarna, nearly 90% of shoppers say they use multiple channels to search and spend. 

A key trend emerging from consumers’ omni-channel demand is live streaming. Also known as live commerce, this trend enables retailers to combine the most important elements of in-store shopping with the convenience of online shopping—think interactive customer service but entertaining. 

Live stream shopping or shopping entertainment has been massively popular in China for the last few years, with sales expected to reach $423 billion by 2022. In the Western market, there has been a slower uptake from retailers getting involved with live commerce, but we are slowly seeing this change. A few brands have begun investing in the medium in order to drive consumer engagement and sales. 

Clarins 

In September 2021, beauty brand Clarins Group confirmed it will extend its partnership with the live video shopping platform Bambuser. In a long-term deal, the partnership will execute shoppable live streams across 10 key markets including the US, Canada and Spain. According to the platform, the initial pilot program resulted in conversion rates of 30% and the live video successfully kept consumers engaged for an average of 17 minutes at a time. 

The main strategy for Clarins is to focus on skincare expertise. It uses live streaming to hold skincare sessions (hosted on its own websites) led by experts and special guests, covering tutorials for specific skincare and beauty topics. Viewers of the live streams could shop the products featured directly, with Clarins’ approach aiming to create “more conversational relationships with shoppers, leading to deeper, more meaningful relationships and higher long-term customer value.” 

Clarins

To amplify meaningful interactions, Clarins also made use of Bambuser’s one-to-one video solutions, in addition to the mass audience live streams. This service is essentially a personal FaceTime with a brand representative and serves to replicate the in-store experience in Clarins stores, helping create a more intimate experience than a simple online live chat. 

Clarks Shoes

While some retailers have been busy integrating live shopping solutions onto their own websites, Clarks Shoes has been welcoming the medium on social media. Clarks has focused on executing a social-focused strategy that uses shoppable videos powered by video platform Smartzer. It’s first livestream event was hosted by influencer Nià Pettit, and allowed users to browse and buy shoes without even leaving Instagram. 

The shoe brand decided to invest in live stream shopping after seeing its success in Hong Kong, and to find a digital-first approach to targeting its audience post-pandemic. The brand had already begun utilising Instagram Live regularly, so introducing a shoppable medium was a natural progression. 

From its first live stream event, Clarks Shoes experienced a large number of click-throughs to its website. Interestingly, these clicks mainly came after the event as people didn’t want to miss what the hosts were saying by clicking through to the shoes immediately. Moving forward, the brand has said it needs to consider how it can track sales subsequent to the event. 

Its social-first approach and use of culturally relevant influencers is helping the brand succeed in attracting a younger female audience—something the shoe brand was keen to do. 

Nordstrom

There’s no doubt that COVID-19 has accelerated the growth of live commerce in Western markets. Retailers are also firm in their beliefs that this will continue due to the buying behaviours of younger consumers, which is mainly influenced by social platforms and the trends and influencers they popularise. 

Nordstrom has launched its own Livestream Shopping channels in order to keep up with the evolving needs of its customers. In order to “serve customers on their own time,” the channel will help Nordstrom deliver on its commitment to do so, and help them shop whenever and however they want. 

In addition to offering live, shoppable content, Nordstrom is also informing its engaged customers of the brands and influencers featured—the Livestream Shopping events typically centre around a designer partnering brand or figure. In June and October, Charlotte Tilbury hosted a Live on the channel and offered viewers her own tips, tricks and favourite makeup products. 

The limited-time Livestream events offer customers a unique online experience that is an authentic progression from an in-store experience. While there is no need for a store, this method is evidence as to why many retailers are using livestream shopping as a consumer touchpoint. 

 Aldo 

Aldo has invested in making live streamed shopping a long-term strategy, piggybacking off the success of its pilot run—once again helped with Bambuser. Hosted by celebrity stylist Mimi Cuttrell and entertainment figure Nate Wyatt, the first live stream allowed viewers to directly shop Aldo’s SS21 collection. 

Following the event, Aldo’s website saw over 17,000 page views, with an average viewing time of over 12 minutes. In addition, the live stream generated an impressive engagement rate of nearly 310%. 

Aldo recognises that livestream shopping doesn’t replace an in-shopping experience, but that it is so successful because it meets customers where they are and can be used in a way that best suits their shopping needs; it offers a new solution to consumers whose shopping habits have shifted. 

When considering livestreaming as a solution, it appears to be an effective way to capture the attention of those whose habits have shifted since the pandemic. This is because it’s not just a solution for immediate sales, but can have a real impact on lifetime customer value. 

Authenticity is key in order to impact lifetime customer value, which is why Aldo has invested in names that have authority within professional styling; this will help them successfully showcase the brand and its products to the desired audience. 

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The Future of Fashion is Digital

October 21st, 2021 by

Technology is developing at an incredible rate. With social media platforms offering in-app shopping, Facebook and Snapchat’s AR glasses, AR in retail stores and live shopping platforms, the Metaverse is creeping closer and closer with each incremental innovation. We’ll soon be spending a significant amount of time in the Metaverse, but we have one important question left: what should we wear? 

Within the past couple of years, the fashion world has actively begun adopting AR and technology—from NFTs and digital garments to AR try-ons in retail to virtual shopping, now including virtual stylists.  

The main way we interact with others nowadays is through digital. We instant message, voice call and video chat. We like, comment and watch livestreams. Living in an era of instant gratification, it’s unsurprising that our shopping experiences are taking a digital turn. 

The rise of digital in retail

Livestream Shopping & Virtual Styling

The concept of blending entertainment with instant purchasing isn’t new—it’s been incredibly popular in China for the past few years. However, it is only just making its mark in the West. Livestream shopping is an immersive experience that keeps shoppers engaged for extended periods of time. The latest development in livestream shopping is the introduction of virtual styling.

Livestream Shopping & Virtual Styling

Hero is a virtual styling platform. Brands can partner with the platform to provide text, chat and video styling assistance to their customers. Using the platform, brand teams can walk customers through key pieces in their physical stores to help identify the right items for the customer. Customers could ask real-time questions about the garments, return policies and even store availability for specific products. 

Hero allows brands to seamlessly blend online and in-store experiences. Many brands—including Levi’s, rag & bone, Nike, and Chloé—have partnered with Hero and seen incredible results. As a result of real interactions between associates and customers, Hero can yield an incredibly high conversion rate of 20%, and for some stores, up to 88% of users make a purchase within 24 hours of a virtual styling session. 

Livestream Shopping

Having the ability to speak to potential customers in real time allows chosen associates (or stylists) to offer their expertise on products they handle day in, day out. A brand’s stylists have the best understanding of the brand’s product offering and can most accurately provide a solution to a customer’s fashion query; stylists can also invite customers in for a private, reserved fitting room session to try on the clothes they discussed in their styling sessions. This not only increases footfall, but the opportunity to create a completely unique and personal experience for customers, increasing the likelihood of conversion. 

With the development of social commerce, it will be interesting to see whether digital styling will take its place on social media. TikTok and Instagram are leaders for in-app shopping, and with livestreaming capabilities where customers can purchase directly from a livestream, we could anticipate that influencers and brands may begin to offer virtual-styling services. 

Virtual Try-ons

Virtual try-ons using AR are bridging the gap between traditional brick-and-mortar retail and ecommerce. This tech allows consumers to achieve an accurate sense of look and fit of fashion items before making a purchase, all from the comfort of their own homes—something that is increasingly appealing to consumers following COVID-19. 

Sneaker and apparel resale brand GOAT launched an AR try-on feature within their app that allows shoppers to virtually try on sneakers. The brand implemented the feature to elevate the experience of discovery and to allow customers to see what some of the most exclusive trainers available would look like on their feet. 

Shopify retailer Tenth Street Hats has implemented AR tech directly onto its ecommerce website, allowing shoppers to try on selected hats on mobile and desktop devices, without having to download an app. The AR works by superimposing a real-time image of the hat onto the user’s head. 

Virtual Try-ons

The tool increased purchasing confidence significantly. For shoppers who engaged with the tech,the conversion rate increased by 52%. Data also showed that the longer a consumer engaged with the tool, the higher their average order value became.

The rise of digital fashion

Digital Clothing

A few years ago, if you suggested to customers they could buy an outfit that didn’t actually exist, you would have been laughed out the door. What’s the point in owning something that doesn’t exist? However, since the rise in popularity of cryptocurrencies and the consumer switch from a physical to digital mindset, the idea of digital fashion has become more accepted and even anticipated. 

Many fashion brands have already bought into the concept of digital fashion by creating branded items Snapchat users and gamers can dress their avatars in—including Adidas, Levi’s, Gucci, Valentino and Burberry. 

Digital Clothing

In more recent years, the fashion industry has been plagued with the issue of sustainability. As fast fashion brands have been boycotted and attacked for encouraging a disposable mindset and inflicting 10% of the world’s carbon emissions, the demand for digital fashion couldn’t have come at a better time; digital fashion could be the sustainable answer to fast fashion. 

With supply chains in tatters thanks to COVID-19, and social media revealing the impoverished worker’s lifestyles and the sad truth behind many “ethical” brands, the appeal of digital fashion has grown. For as little as $35, consumers can have a unique digital garment photoshopped onto their selected photos, which they can then share on their social media profiles. 

Digital fashion has no supply chain, no factories and no delivery delays. All digital fashion requires is a digital designer, a photo editor and a computer. With these three components, the expanse of digital fashion is limitless. Digital fashion presents the opportunity to be highly reactive to fashion trends, without any of the negative impacts of real fast fashion. 

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Digital Fashion & Social Media

The popularity of digital fashion on social media is rising. Popular influencers have begun investing and posting their digital looks on social media and have been met with overwhelming positivity from their audiences.  

In addition, Farfetch has become one of the first large retailers to rest digital sampling by dressing influencers in digital clothing to promote the launch of its pre-order offering from brands such as Balenciaga, Off-White and Oscar de la Renta. 

Digital Fashion & Social Media

Using digital clothing gives brands the opportunity to work with influencers in a new and exciting way, without having to send any physical products. This opportunity saves fashion brands of all sizes money and resources, all while generating a buzz on social media. 

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

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The Plus Size Influencers Taking the World by Storm

September 30th, 2021 by

When it comes to the fashion and influencer world, plus size influencers have had to pave their own way into the mainstream media. With their important messaging of body positivity and inclusivity, plus size influencers have brought attention to the idea of embracing natural beauty in all its various shapes and sizes. 

The body positivity movement was hurled into the limelight more when celebrities began celebrating themselves and pushing back on publications that were editing their bodies. This has led to a strong community of plus size Instagram influencers that are high in demand. 

But who are these plus size influencers? We’ve pulled together a list of the top plus size influencers you should follow. 

The Top Plus Size influencers 

Thamarr Guerrier

Thamarr Guerrier is the definition of feminine and chic. Based in Florida, this curvy Instagram influencer is inspired by Blake Lively and Mindy Kaling in terms of her personal style. She is the cohost of the podcast Creative Chase that discusses careers, the fashion industry and what modern day creativity really is.  

 

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A post shared by Thamarr (@musingsofacurvylady)


Thamarr is well-recognised for her opinions on fashion product recommendations for plus size women and invites her followers to shop her Instagram and Amazon storefront.

Chloe Elliot

Chloe, also known by her blog title Chloe in Curve, was named the “Fashion Influencer of the Year” in 2018 at the Blogosphere Awards. Chloe believes women of all sizes should be able to experiment with fashion and uses her blog to show the latest high-street fashion trends. 

Chloe Elliot

Chloe offers her audience fashion inspiration, but also covers important topics such as body shaming, anxiety and body confidence. 

Lauren Nicole Campbell

Lauren is one of the most popular content creators, writers and models in the fashion industry at the moment. In just her early 20s, Lauren has gained a large following of over 50K on Instagram and is the contributing curve editor of Cosmopolitan UK. She started her own blog, Fashion Killer, at just 15, which has now evolved into a go-to news website for the latest fashion and lifestyle trends and tips. 

 

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A post shared by Lauren-Nicole (@laurennicolefk)

Lauren has been very open with her audience about the reality of being a plus size influencer and model, including maintaining confidence and her ongoing battle with body dysmorphia. 

Callie Thorpe

Callie entered the plus size influencer world with a blog called From the Corners of the Curve, which she has since renamed after herself. Callie uses her blog and Instagram to share positivity and inspire others. She often shares her parrions for plus size fashion, makeup and food. 

 

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A post shared by Callie (@calliethorpe)

Callie is well-known for advocating for body positivity and female empowerment. She uses her channels to empower women by prioritizing body confidence. She is also the founder of The Confidence Corner which is a membership destination for plus size women and it is also a popular podcast. 

Louise Pentland

Louise is one of the YouTube “OGs” and became incredibly popular in the early 2010s for her friendly and relatable beauty and plus size fashion advice. Louise helped shape the influencer marketing industry and began her career as a curvy Instagram influencer with her blog Sprinkle of Glitter in 2009. 

 

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A post shared by Louise Pentland : Creator🌷 (@louisepentland)

Louise’s bubbly and infectiously positive personality lends itself well to promoting body positive and confidence. She has been open on her experience with pregnancy and parenting and how to maintain her beauty and fashion passion throughout this. 

FAQs

Are there any plus size influencers?

Yes, there are many plus size influencers globally. Thanks to the body positivity movement, more and more plus size influencers are entering the limelight and working with brands. We are even seeing plus size models used on global Fashion Week catwalks. This has led to a strong community of plus size Instagram influencers that are high in demand.

How do you become a plus size influencer?

To become a plus size influencer, you need to share your personal experiences with your body and fashion. You can share outfit inspiration, your favourite plus size stores, your tips and tricks for adjusting plus size clothing or generally discuss your relationship with your body. 

Who’s the most popular plus-size model?

The most popular plus size model in the world is Ashley Graham. Ashley began her modelling career at the age of 12 and is praised as the world’s best plus size model. She is open with her body struggles and encourages others to strive for body confidence and positivity.

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Influencers as Creative Directors: Future or Farce?

September 30th, 2021 by

Influencers have well and truly infiltrated the creative processes of modern brands. Considering their ability to build, maintain and engage a loyal following on social media platforms, it makes sense that some brands have considered using influencers to grow their own online presence and taken inspiration from influencers in regards to content style and posting. However, a new trend we are seeing with influencers is taking their creativity to the next level. Influencers are no longer simply partnering with brands, but are now accepting high-level and coveted roles within brands, such as the Creative Director. 

It’s almost futile to argue that influencer marketing doesn’t have any impact anymore, but inviting influencers into high-level positions has seemingly split opinions down the middle. 

So, who’s hiring influencers in their highest positions and what has been the impact?

Molly Mae and Pretty Little Thing

22-year-old influencer Molly Mae was recently announced as the new Creative Director of UK-based Pretty Little Thing (PLT). This announcement was met with an outstanding amount of coverage across news outlets and organic social media conversations, for both PLT and Molly Mae.

 

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A post shared by FASHION • BEAUTY • LIFESTYLE (@prettylittlething)

Molly Mae already had a well-established relationship with PLT from previous collaborations, so a more permanent collaboration seemed like a natural progression for the relationship. Since the announcement, Molly Mae has confirmed that the role won’t be the traditional 9-to-5 Creative Director role we are used to seeing. In an Instagram Q&A Molly Mae stated that her position as the Creative Director would be a “24/7 role,” where she would be “sharing ideas, coming up with incredible new concepts, having input on shoots, events, you name it…” 

PLT itself has reinforced its decision saying: “Molly is the PLT customer. She is a great fit to join our team to work on our 2022 strategy, and we’re excited to have her input in terms of creative campaigns, signing new brand ambassadors and working on her own collections over the next 12 months.”

While Molly and PLT seem excited to get started on their next chapter, the decision was still met with a large amount of controversy online. The news sparked many conversations about whether Molly was actually qualified for the role—at just 22 will Molly be able to handle the pressure?

While we won’t know the answer to that question for a while, the decision to appoint Molly as the Creative Director seems logical—even if just to act as a PR stunt. Molly’s previous collaboration ranges with PLT have performed exceptionally well, showing that Molly knows what the PLT audience wants. Or is it that the PLT audience wants what Molly Mae has? 

Either way, Molly Mae has already had some major impact on the fast fashion industry and popular fast fashion trends. From the famous Molly Mae Bun to her statement neutral suits, Molly Mae is a fast-fashion trend setter.

Kendall Jenner and FWRD

Luxury e-commerce site FWRD announced Kendall Jenner as its Creative Director. Part of the REVOLVE Group, FWRD claimed that Kendall was the perfect candidate for the role due her position as “the epitome of luxury fashion” and her “style, creativity and overall exquisite taste.” Kendall’s role and duties include leading “The look and feel of the site, curations of brands sold on the site, monthly edits of must-have trends, styles, and looks, as well as marketing ideas, brand partnerships, and brand activations.

 

View this post on Instagram

 

A post shared by FWRD (@fwrd)

Just as with the Molly Mae and PLT announcement, Kendall’s new role received a large amount of organic conversations online. However, this time there was more bad than good. 

Many were frustrated with the choice, saying a role of this level should have been given to someone who worked within creative fashion and had earned the position with previous experience. Although FWRD claims that Kendall is the “epitome of luxury fashion,” many netizens believe there are many more “brilliant people in this business” that are more deserving of the role.

Kendall’s missing influence on luxury fashion - Influencers as Creative Directors

Other netizens also mentioned Kendall’s missing influence on luxury fashion. Although she is a runway model, Kendall herself doesn’t have much influence over fashion trends. As a result of her prolific lifestyle, Kendall also has a stylist to pick her own clothes, so any influence she does have doesn’t actually come from her own creativity. Furthermore, Kendall has been repeatedly criticized for poor choices in advertising (we all remember that Pepsi ad…) and for culturally appropriative fashion choices. 

While crowning celebrities and influencers as creative directors, it does reinforce the power influencers have. However, it also begs the question: is it not enough to be a celebrity ambassador?

Emma Chamberlain and Bad Habit

The internet’s sweetheart Emma Chamberlain was announced as the Creative Director and Global Brand Ambassador for skincare brand Bad Habit at the end of 2020. Emma’s role as Creative Director will involve her overseeing product development and the creative process. 

 

View this post on Instagram

 

A post shared by Bad Habit (@badhabitbeauty)

Emma joined Bad Habit for their launch at the end of 2020. Speaking on the brand, Emma said “Bad Habit is me in a skin-care brand — it’s honest, unapologetic and realistic about the fact that life is far from perfect,” and that she was drawn to the brand for its honest, real and positive stance on skincare. 

Throughout 2020, Emma’s content began to focus more heavily on skincare and lifestyle, likely as a result of the pandemic at-home skincare trend. Emma has always been open and honest on her YouTube channel and Instagram about her struggles with acne growing up and her stint on acne medication. The natural progression into skincare tips was welcomed by her audience following this honesty and openness on her own bad skincare habits. 

 

View this post on Instagram

 

A post shared by Bad Habit (@badhabitbeauty)


Emma’s venture into business wasn’t scrutinised by netizens as a result of the natural progression into skincare and the fact Emma has already created her own successful business Chamberlain Coffee and podcast, meaning she already has experience growing new businesses from scratch. This is also likely why her position wasn’t criticised—there were no pre-existing fans of Bad Habit before Emma joined. This means all the brand’s success has come from Emma’s own effort and strategy (and probably her own audience). Since launching with Emma’s assistance, Bad Habit has gained over 133K followers on Instagram.

Influencers as Creative Directors: Good or bad?

There isn’t really a definitive answer as to whether influencers should be appointed the coveted title of Creative Director or not; it entirely depends on the brand and the influencer. From previous reactions online, it seems to be that brands with an already established audience will likely receive criticism online for appointing an influencer as a coveted role. 

While influencers should be given credit for their ability to draw in and maintain a large and loyal audience, this doesn’t necessarily mean they are the best choice for leading a company’s creative visions. Netizens are just to question the credibility and expertise of influencers when they are given positions like creative director. Being a creative director involves more than just posting artsy and aesthetically pleasing images and videos online at the right time. It’s a demanding role that requires past experience in trend spotting, consumer behaviour, sales, social media and marketing. 

Launching a brand with an influencer as a creative director seems to have the same impact as launching a brand with an influencer as a global ambassador. Consumers are yet to form their own opinions on the brand and haven’t seen the brand perform without an influencer leading them. Launching a brand with an influencer at the creative helm may give the brand a speedier growth rate as the influencer can bring across their own audience. But this still begs the question: why not just make influencers brand ambassadors? This will give brands the same impact and growth opportunities while being directed by an industry professional who has the required experience. 

It is likely that we will be seeing more and more influencers be appointed highly coveted positions within brands. It’s also likely that we will be seeing more and more criticism from netizens over these decisions. 

So, to answer the question of whether having influencers as creative directors is good or bad… It seems to be good and bad. 

Each of the brands mentioned above experienced a huge amount of organic conversations online but the mentions were mixed. While some see the move as innovative, others see it as a robbery—people that have worked hard for those positions have had their chances taken from them. 

One thing is for sure: we’ll be keeping a keen eye on how these positions play out…

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The Demand for AR in Retail

September 16th, 2021 by

Augmented Reality (AR) in retail isn’t anything new, but it is still exciting. As a result of interactive AR games (think the 2016 Pokémon Go frenzy), consumers have become used to using AR technology in everyday life through their own personal technology. For retailers, this creates a brand new audience of consumers that are ready to be marketed to through the use of AR tech. 

Currently, retail brands aren’t consistently taking advantage of the novelty of AR marketing. Brands within the fashion and cosmetics industries—and the homeware industry—are leading the way by using AR as their audiences habitually use their mobile devices to discover and purchase products. However, many other industries are only using AR as a brand-awareness and discovery tool and not as part of the purchasing funnel. 

Although there is a slower uptake for AR shopping, it has received some major investment from big players. Snapchat recently acquired AR asset creation company Vertebrae in order to solidify its position as the marketing leader in mobile commerce. Vertebrae specialises in 3D digital assets of real life items, helping Snapchat and retail brands erase the barrier to entry for creating AR storefronts. 

Google has also begun investing into AR try-on technologies by working alongside Modiface and Perfect Corp. Working with these has allowed Google to implement AR into its own ecosystem to retain control, but also allows advertising partners to reach the new pro-AR consumers. 

L’Oréal has been leading the AR demand since it acquired Modiface in 2018. During lockdown, L’Oréal took advantage of the advanced move to digital and launched “the first digital makeup line” including filters that applied virtual makeup during calls. They were launched under the Signature Faces brand across Snapchat, Instagram and Google Duo.

Apple and IKEA have also begun using AR to assist the sales funnel by making AR product catalogues that allow users to see what their products look like in their own homes. AR is helping create new products and allowing for effective selling of existing products. As technology continues to evolve, the retail landscape will likely see more AR opportunities. 

As consumers begin to re-enter the new normal and stores are reopening, brands are given the opportunity to blend the demand for AR that developed in lockdown with the demand for being out in society. Brands can give consumers the opportunity to visualise a product on themselves or in their personal spaces before visiting a physical store. Not only does this alleviate the AR demand but heavily assists impulse purchases and keeps audiences engaged for much longer than a static image or video. 

Brands using AR in retail

L’Oréal

L’Oréal created an AR TikTok filter that allowed users to change their hair colour to one available in the L’Oréal Colorista range. Users were encouraged to share their augmented-reality hair transformation using the hashtag #GoBoldColorista. At the time of writing, the hashtag has over 3.1 billion views. 

@lenkalul##GoBoldColorista ##AD trying this cool @lorealparis hair filter! 💗🌸 ##hair♬ #GoBoldColorista – L’Oreal Paris

The AR filter and campaign not only raised brand awareness significantly, but also entertained users and creators by showcasing product results digitally. 

Maybelline

Maybelline Germany used an AR filter to support a TikTok hashtag campaign. The #LiftMyMood campaign saw creators use an AR filter that alternated between 3 Lifter lipgloss shades when they pouted at the camera. Pairing a fun sound with an interactive filter generated over 3.1 billion views to the hashtag.

@maybelline_deWerde auch du Teil der ##LiftMyMood Challenge und zeig uns dein Mood-Uplift!♬ Lifter Gloss gonna Lift My Mood – MAYBELLINE NEW YORK


IKEA

IKEA Place is an AR app that allows users with Apple iOS 11 products to test IKEA products in real time. Using Apple iOS 11’s ARKit technology, the app scales products based on room dimensions with 98% accuracy. Users can browse through over 2,000 IKEA products on the app, decide where they want the product to place in the room and visualise the purchase in AR. The app allows users to save their favourite products and share their selections on social media and facilitates purchases through the IKEA website. 

IKEA - Socially Powerful

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What Are Social Networks Doing to Combat Trolls?

August 26th, 2021 by

The internet is home to many wonderful things: instant messaging, on-demand streaming, online communities and endless cat videos. The internet brought us social media and a new method of instant communication where users can connect with friends, family and others with similar interests in seconds. 

However, some internet users have used social media to communicate negatively by cyberbullying. Introducing: the internet troll. 

Internet trolls are anonymous internet users that deliberately provoke others online by being offensive and bullying other users. They are experts in making other users angry, frustrated and upset. The potential anonymity of social networking sites permits trolls to relentlessly bully others without facing any consequences in real life. 

Internet trolls are everywhere and they have no shame. Trolls will happily create multiple accounts to ensure their unwarranted opinions are heard multiple times. In recent months, many celebrities and football stars have been victims of foul online racism. Most noticeably on Instagram, the platform was unable to prevent these hateful comments and was called out by victims and allies for not doing enough to protect its users. 

Recently drafted was the Online Safety Bill which imposes a duty of care on social media companies. The bill gives Ofcom the power to block access to sites and fine companies that do not protect users from harmful content. While the bill was created to protect users, many have been vocal about the implication on free speech, specifically around comments that may be legal but harmful. However, a hateful comment is still harmful even if it is legal; free speech doesn’t mean hate speech.

So what are social media platforms doing to protect users from these bullies?

What Twitter is doing to protect its users

“Leave This Conversation” button

Twitter’s latest interaction management development is a new “Leave This Conversation” option which allows users to avoid negative discussions. Although currently in the proposal stage, the feature would allow users to untag themselves from a discussion and prevent themselves from being mentioned again within the same discussion. Users would not be given any further notifications about that specific thread. 

Twitter is the home of cancel culture, so the platform is giving its users power to avoid Twitter pile-ons based on a Tweet and to mute discussions causing them distress.

Unmention yourself

Twitter is experimenting with an “Unmention yourself” option. Users will be given an “Unmention yourself from this conversion” option in a tweet’s drop-down menu. Clicking this option will unlink your Twitter handle from the chat and original tweet; the text would remain, but users will not be able to visit your account through the tweet.

Twitter is experimenting with an “Unmention yourself” option

A similar option is already available for images on Twitter, where users can “Remove tag from photo” but unmentioning yourself gives users the chance to distance themselves from direct association within specific Twitter discussions. 

Furthermore, within the unmention yourself options, users can: 

  1. Prevent those that don’t follow them from mentioning them in tweets
  2. Proactively control and customise who can mention them for a dedicated amount of time
  3. Control mass mentions by pausing mentions for a certain amount of time.

Muting words, hashtags and accounts

Twitter gives users the ability to mute words, phrases, hashtags and accounts on the platform. Muting removes these tweets from notifications, push notifications, SMS, email notifications, timelines and tweet replies. 

Found within “Privacy and safety” users can view and edit their “Muted” words and accounts. In addition, under the “Notifications” tab, users can mute by advanced filter that includes those:

  1. You don’t follow 
  2. Who don’t follow you
  3. With a new account
  4. Who have a default profile picture
  5. Who haven’t confirmed their email
  6. Who haven’t confirmed their phone number

Offensive alerts

Twitter has recently rolled out an updated version of its potentially offensive prompts which utilises an improved detection algorithm. When tweeting or replying something potentially harmful, users will be presented with a pop-up that urges them to review the tweet before publishing. 

Offensive alerts from twitter

The pop up informs the users of the offensive words used and allows the users to tweet, edit or delete the tweet. The updated algorithm monitors the relationship between author and replier and includes a better detection of strong language. It also offers users the chance to offer direct feedback in case the platform got something wrong. 

What Instagram is doing to protect its users

Comment ‘Limits’

Instagram is a popular social media platform for internet trolls. Often being found in comment sections, Instagram has introduced an option for users to combat on-platform abuse. Limits is found within the Privacy settings and enables users to limit unwanted comments and messages from selected groups. 

Comments limit by instagram

Instagram suggests groups of accounts you may want to limit based on detected activity. Users can then hide interactions from these users unless they manually select to see them. You can limit interactions from accounts that don’t follow your or new followers, which can help reduce the impact from trolls or users jumping on the “cancel culture” train. 

Hidden words

Instagram’s hidden words feature directly combats hate speech on the platform. The new feature allows users to filter offensive words, phrases and emojis in comments and direct message requests. Users are given different options to filter hate speech. 

Automatically turned on is “hide comments” which prevents generic offensive content being shown on your profile to you and your followers. Users can opt to switch on “Hide more comments” and “Hide Message Requests” which moves potentially hateful messages to the hidden requests folder. 

Users are also able to create a custom word list. They can add specific words, phrases and emojis to these lists and request that they are hidden from comments or messages. The personalisation of hidden words means users are able to protect themselves from harmful messages that don’t break Instagram’s speech rules.

Content warning

Instagram introduced a comment warning feature a couple of years ago. The feature presents users with a warning before posting a potentially hateful and harmful comment in the hopes of appealing to the trolls’ humanity and preventing the comment ever being posted. 

Instagram introduced a comment warning feature

If this warning fails, Instagram has a feature that automatically hides comments similar to previously reported content. Rather than removing the comments completely, they are moved into a folder that is accessible by clicking “View Hidden Comments”. Users can reinstate comments if needed, but the platform wanted to be transparent about the types of comments it hides. 

Account privatisation

In a bid to protect underage users and children on the platform, Instagram makes under 16s’ accounts private by default. This means only approved followers can see posts, like and comment. Under 16s with pre-existing accounts will be sent a notification highlighting the benefits of switching to a private account. 

What Facebook is doing to protect its users

Hide posts and accounts

Facebook users can request to hide content from specific accounts, groups and general posts. Hiding posts stops all posts from that person or about a certain topic from appearing on a user’s timeline. The content will be hidden until the user decides to unhide the content.

Strike system

Facebook has a strike system that monitors the number of violations an account holds for posting content that goes against the Facebook Community Standards. Depending on which policy the content goes against, previous violation history and the number of strikes an account has, accounts can be restricted or disabled to prevent further posting. 

Strike system from facebook

Posts that go against Community Standards will be removed by Facebook. The user who posted the content will be informed of the removal and given the reason why it was removed. Strikes depend on the severity of the content and the context it was posted under. However, all strikes expire after one year. 

Warning screens

In order to create a safer online environment, Facebook includes a warning screen over potentially sensitive content. This includes violent or graphic imagery, posts that contain descriptions of bullying or harassment if shared to raise awareness and posts related to suicide. 

Facebook also issues a warning screen if a post shares false or misleading information.

Fact-checking

Facebook has a strategy to remove, reduce and inform on misinformation on the platform. The platform does remove misinformation but in limited cases. These include when:

  1. Misinformation has the potential to cause imminent physical harm
  2. Misinformation has the potential to interfere with or suppress voting
  3. Videos are manipulated to mislead the average person to believe a video said words they did not say

What TikTok is doing to protect its users

Filtered comments

TikTok has given creators the chance to “Filter All Comments”, where they can decide which comments will appear on their videos. When enabled, comments cannot be seen in the comment section unless the creator has approved them with the new comment management tool.

The filtered comments feature builds on the existing controls that allow creators to filter spam and offensive comments and specific keywords. 

For users aged between 13 and 15, the comments section is limited to “Friends” or “No one”. 

TikTok also offers a pop-up that urges users to consider before they comment when containing words that may be inappropriate or unkind. The prompt also contains a reminder about TikTok’s Community Guidelines and allows them to edit their comments before sharing. 

Limited Stitch and Duets

TikTok has limited the Stitch and Duets feature for younger TikTok users. For those aged between 13 and 15, the Stitch and Duet feature is completely removed, which limits who the younger users can interact with on the platform. 

For those aged between 16 and 17, the default Duet and Stitch setting is set to “Friends”.

Disable downloads

Users aged between 13 and 15 are unable to make their videos downloadable. For those aged between 16 and 17, the default for downloads will be set to Off, but they can enable this if they choose to. A pop up box will reconfirm their choice to make their videos downloadable, and remind users their videos could be shared to other platforms.

Disable download by tiktok

What YouTube is doing to protect its users

Comment alerts

YouTube has a feature that encourages users to reconsider hateful and offensive remarks before posting. The feature appears as someone is about to post an offensive comment and warns the users to “Keep comments respectful”. The popup then urges users to edit their comment. 

coments alret from youtube

Filtered comments

YouTube is testing giving creators the chance to hide offensive and hurtful comments that have been held for review. 

YouTube Studio users can choose to auto-moderate inappropriate comments that they can manually review and choose to review, hide or report. 

The video platform is currently developing an AI-powered system that should be able to detect offensive content based on content that is repeatedly flagged by users. 

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Battle of the Revenue Splits: Twitch vs YouTube vs Facebook Gaming

August 24th, 2021 by

Over the past year and a half, watching personable streamers host live streams has become a go-to passtime for many consumers. With a 99% year-on-year growth, live streaming as a form of entertainment is thriving. Not only has it given consumers the human connection they were missing throughout lockdown restrictions, it gave brands an authentic opportunity to target new audiences. 

Live streamed content has always been popular within the gaming industry, but it also saw an increase in viewership. In 2020, over 17 billion hours of live streamed content was consumed on Twitch alone. In Q1 of 2021, over 1.1 billion hours of content was streamed on Facebook Gaming. 

The increase in popularity of live streamed content has resulted in a rise of streamers. However, the rise in popularity and streamers has led to competition between live streaming platforms. 

Recently, Twitch lowered its UK subscription cost from £4.99 to £3.99. Twitch explained that their regional price chances were made to increase affordability for Twitch viewers worldwide and to boost subscribers for streamers. For the first 3 months of the price chance, streamers would receive 100% of the subscription revenue. 

While Twitch has confirmed that the regional pricing has increased subscriber numbers, many streamers are calling for Twitch to lower the percentage of profit it takes from subscriptions. Numerous Twitch streamers have called for the platform to stop taking half of its subscription revenue. While some streamers are able to negotiate a smaller split, the majority of streamers will only retail half of the subscription fee. 

Twitch streamer Sorrey kicked off the conversation in early August and many other streamers were quick to join in.

Other users claimed that up to 90% of Twitch streamers “don’t even make enough to get paid out every month” and that asking for a 70/30 or 60/40 split in subscriber fee was more than reasonable. 

However, not all streamers were in agreement. Some came to the Amazon-owned platform’s defence by pointing out how expensive it is to keep Twitch servers up and running and  employee costs and marketing that benefit streamers. In addition, the advantage of being on Twitch itself is enough to present streamers with major brand opportunities and sponsorships. 

Users were also keen to point out that Twitch’s 50% would also pay for the small streamers that didn’t provide any money to Twitch, but were using Twitch’s resources.

The competition from YouTube and Facebook Gaming

While Twitch may have promised streamers 100% of subscriber profits for three months post change, many streamers have begun considering other platforms to house their livestreams. 

YouTube takes 30% of revenue from fan’s payments to their favourite creators, leaving the majority to streamers and content creators. While still taking a percentage of profit, YouTube offers creators a variety of monetised features they can earn money from, rather than just subscriptions. A newly introduced feature called “Super Thanks” allows fans to ‘tip’ creators for specific videos they have created. While YouTube still takes a 30% cut, it is an additional revenue stream for creators. 

Facebook Gaming recently announced a huge change that will incentivise streamers to switch to or continue growing on the platform. Facebook will keep its subscriptions, badges, events and independent news products free for creators until 2023. Facebook also announced that when it does start introducing a revenue share, it will be taking less than the 30% other platforms take.

Considering that streamers will be able to keep all their profits for the next year-and-a-half, it will be interesting to see how many streamers make the switch from Twitch to Facebook Gaming. The real impact remains to be seen, but given the recent conversations from Twitch streamers about their earnings, it is quite likely we will see some platform transitions.

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Debunking “The Messi Effect”

August 17th, 2021 by

Lionel Messi joined Barcelona FC in 2000 at age 13. In his time at Barcelona, he has won 10 La Liga titles and four Champions Leagues. After 21 years with the club, it was announced on 5th August that he was not able to sign a new contract due to La Liga regulations and Barcelona FC’s insecure financial situation. 

Since this news was released, rumours about possible transfers started surfacing across social media, but the general consensus was that Messi was to move to Paris Saint-Germain. On 8th August, Messi held a press conference at the Camp Nou to formally bid farewell to Barcelona. Within the conference, Messi claimed the possibility of a transfer to PSG or other clubs had not yet been finalised.  

On 10th August, PSG officially announced the signing of Messi on a two-year contract.

As a result of this announcement, social media went crazy. There have been multiple posts floating around the internet detailing “The Messi Effect”, showing how Messi’s transfer resulted in PSG’s follower count doubling and earning 20 million new followers. But how much of this is true?

Debunking The Messi Effect

Firstly, we need to see how many followers PSG had before the news about Messi leaving Barcelona surfaced. According to Social Blade and Klear, PSG already had over 37,653,000 followers on 4th August—the day before it was revealed Messi would leave Barcelona. This is already very different from the claimed 19 million followers in some viral social media posts. 

From 5th August, there began to be a steady increase in new daily followers, with over 117,000 new followers on the 5th and 335,000 on the 6th. The number of new followers increases more between the 7th and 8th of August with over 592,000 combined. Following Messi’s conference on the 8th and PSG-contract speculation, there were 1,619,000 new followers on 9th August. 

On 10th August, PSG announced Messi’s two-year contract; this is where there is a sharp spike in new followers for PSG’s Instagram account. New daily followers jumped from 1.6 million on the 9th to over 2,803,000 on announcement day. From then, the new follower count only continued to rise. 

On 11th August there were over 401,000 new followers; on 12th August 1,301,000 new followers; on the 13th, 332,000 new followers; and on the 15th, there were over 463,000 new followers. This means PSG now has over 47,536,000 followers on Instagram. 

Graph depicting PSG’s follower growth by Klear

Graph depicting PSG’s follower growth by Klear

Some quick maths can deduce that Messi’s signing resulted in just under 10 million new followers for the French football club. This is even more impressive when the club’s total new follower count was 10.4M between 17th July and 16th August. So, while that might not be the claimed doubling or 20 million new followers, it’s still a hefty increase in followers thanks to Messi himself. 

It’s also not surprising that Messi’s follower count has also increased dramatically since the announcement of his move. Since 4th August, Messi has gained over 9,730,000 new followers on his own account—that’s an average of 748,400 new followers every day. He’s now the 7th most followed person on Instagram.

Messi vs Ronaldo: Who had the biggest impact on social media?

Messi’s move to PSG is the most discussed football transfer since Cristiano Ronaldo moved to Juventus from Real Madrid in 2018.

Ronaldo’s €100M move to Juventus also caused a huge stir on social media as a result of Ronaldo’s loyal fanbase. Juventus reaped the rewards of new followers, while Real Madrid suffered the losses. 

Juventus gained followers in the rumour mill before Ronaldo’s official move, and even more following the announcement. On the club’s main and English Twitter pages, there were more than 400,000 new followers. The Juventus Facebook account also saw an increase of 400,000 new fans, and the Juventus Instagram saw over 1.4 million new followers. 

What’s more interesting is that Real Madrid’s Twitter account reportedly lost 1 million followers as a result of the move. However, in the big picture, this doesn’t even qualify as a dent in Real Madrid’s mega following. 

When comparing the impact of the two transfers, the first thing to note is that Barcelona’s follower count has continued to increase—while the club will have surely lost some followers, the total wasn’t enough to tip the scales into the negatives. 

However, while Ronaldo’s 1.4 million fans followed Juventus as a result of his move, Messi’s fans also followed him to PSG… all 9-something-million of them. That’s a fair few more than 1.4 million. 

The Messi Effect: Fact or False?

Messi’s move to PSG has had a huge influence over social media users and follower counts. With just under 10 million new followers on each PSG’s and Messi’s own Instagram accounts, the Messi Effect has well and truly made its mark on social media. 

It may not be the follower-doubling or 20 million PSG followers floating around clickbait social media posts, but it is safe to say that hiring Messi is a guaranteed method of building your social media following. 

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