A Month in Beauty: September 2022

October 4th, 2022 by

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

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

Trend spotlight

Fall favourites

As we head into autumn, BeautyTok has begun sharing the makeup looks they’ll be wearing this season. Looks lean into the indie sleaze aesthetic, and further away from the “Clean Girl” look. Users have been sharing their top products to achieve their autumn/winter looks. 

@gabxxrielle Replying to @sam #fallmakeuplook #fallmakeup ♬ original sound – Gabrielle

@daceycash fall makeup look #fallmakeuplook #fallmakeuptutorial #makeuptrend #smokeyeye #makeuptutorial ♬ original sound – Dacey Cash

Spooky season 

With Halloween just around the corner, BeautyTok has already begun creating spooky (and not-so-spooky) Halloween looks. Users typically create their looks to trending sounds, and use creative transitions to make the content engaging. 

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

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

Moisture mania

The colder months bring dry skin, but TikTok creators have already begun sharing their tips for keeping your skin moisturised throughout autumn and winter. From 20-step skin routines to slugging, SkinTok is prepped and primed to avoid dry skin this season.

@skin_vestment I could talk for hours abt slugging & how it has TRANSFORMED my skin. Considering a name change to slug_vestment x #skintok #skincaretiktok #slugging #sluggingmethod #sluggingwithvaseline #sluggingskincare #sluggingroutine #vaselinestick #vaseline #skincare #skincaretips #skintok ♬ The People using my sound have more likes than me – Geometry Fox

@celestethomasrn This actually WORKS to heal dry skin & protect it from seasonal stress 🌬 #fall #fallskincare #cleanbeauty ♬ Sensual Seduction – Snoop Dogg

Creator spotlight

maggieanne.n

Maggie is a beauty TikTok creator who is rising to popularity thanks to her GRWM videos and hair tutorials. She has currently amassed over 238K followers and 7.3M likes on TikTok, and her videos regularly receive over 100K views. 

@maggieanne.n A some what chaotic get ready with me for the @thebeautycrop X @amelia0livia event 🎉 #grwm #grwmmakeup #grwm_aesthetics #grwmmakeuproutine ♬ original sound – MaggieA

@oatmilkmakeup some slightly early inspo for ya. i did 3 more but those will have to be in a part 2 🎃 #halloweenmakeup #halloweeninspo2022 #halloweeninspo #thisishalloween #halloween2022 #halloweeneyeliner #halloweenlook ♬ Tear You Apart – She Wants Revenge

Brand Spotlight

YSL Beauté 

YSL Beauté has appointed Lil Nas X as its new brand ambassador. The rapper will release a new track as part of the collaboration, which will be released at a later date. He will also feature in a series of advertisements on YSL Beauté’s digital platforms and in the brand’s US media campaigns, and represent its men’s fragrance range.

@yslbeauty Our latest campaign with @lil nas x just dropped. Beauty as a force of change gets its own theme song and we’ve got it on replay. ​ #yslbeauty #lilnasx#lashclash #yslnubarelooktint #yeaudeparfum ♬ original sound – YSL Beauty

Content spotlight

CeraVe: Simple Skincare

To promote its blemish control products, CeraVe used influencers to show how easy simple skincare can be. Championing less is more, the influencers take their audiences through their 2 step CeraVe night time skincare routine, while explaining why the two products are all you need. Videos were posted through the influencers’ own channels and then boosted. 

@james_r_atkinson AD @cerave products you need right now! #blemishrange @bootsuk ♬ Dance Right Away – Magnofield

@izzierodgers_ AD my simple @cerave skincare routine for blemishes ✌🏼@bootsuk #cerave #skinpositivity ♬ original sound – IZZIERODGERS

Medik8: #PressForClearSkin

For the release of its new Press and Clear Toner, Medik8 used influencers to show the positive impact the product can have on their skin. Emphasising the improvements you can see within 7 days, some influencers showed their toner routines, and others documented the improvements they could see in 7 days. 

@quettalawson AD I’m actually shocked at how much my scarring cleared up this week. The new @officialmedik8 Press & Clear BHA toner is 10/10 from me #pressforclearskin #clearskin ♬ original sound – Quetta Lawson

@milliemacmakeup wait until the end for a special treat🥰 brand new toner from @officialmedik8, I’m obsessed with this glow!!!✨🤍✨🤍 #skincare #glowyskin #PressForClearSkin ♬ original sound – milliemacmakeup

Bondi Sands: Thirsty Skin

Bondi Sands used influencers to showcase its new skincare range, and Hyaluronic Acid Serum. Influencers created full looks using the products, and the content was then boosted. Some videos have received over 23K likes and over 640K views. 

@caressmd for the plumpest skin & affordable 🤌🏽 @bondisands thirsty skin available at @bootsuk #bondisands #bondisandskincare #bondisandspartner ♬ original sound – Music table

@ryley The best makeup starts with hydrated skin✨using @Bondi Sands Thirsty Skin Hyaluronic Acid Serum to set this look off 💦 @Boots UK #bondisandsskincare ♬ original sound – 8D AUDIO 🎧

Typology Paris: Lip Oils 

Typology Paris used influencers to showcase their lip oils—a product type that has been trending on TikTok. Typology Paris had influencers either showcase the shade ranges of the lip oils or create natural makeup looks using its products. The French brand boosted influencer content to increase reach. 

@rudiberry I mean… come on. These are a must. The packaging AND the formula is 😘😘😘😚😚😚 @Typology Paris lip oil #typology #typologyparis #typologylipoil ♬ original sound – Rudi Berry 🍓

@a.nya.c Love this natural look with @Typology Paris products! Check the link in the comments to purchase! #makeup #flawlesslook #naturalmakeup #typologyparis ♬ Pieces (Solo Piano Version) – Danilo Stankovic

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

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Posted in Social Trends

A Guide to Influencer Marketing: Millennials Edition

October 4th, 2022 by

Being the first generation to experience both landlines and the internet, VHS tapes and social media, it is no wonder that millennials are often labelled as the ‘inbetweeners’. 

While some may view this generation as blessed by having the best of both worlds, others would argue that being born at such a turning point in history eventually takes a toll on their thoughts regarding the right way to live life; do they continue what their parents and grandparents have done or do they take the new, unknown path. 

Regardless of their stance on these existential life questions, it is no secret that they were the first to move away from traditional media consumption. In this influencer marketing: millennials blog we will explore exactly how millennials interact with influencer marketing and how you, as a brand, can adapt your strategies to benefit from their engagement. 

Think: like a millennial 

Put yourself in the shoes of someone born between the years 1981 & 1996; that would make you aged anywhere between 26 and 41. You constitute more than a quarter of the world’s population and will soon be the largest living adult generation. At the time you were born, the digital era was finding its feet, allowing you to grow with it; deeming you “the one who can fix that thing on a mobile or computer” at any family gathering. How do you think you’d respond to social media and the internet in general?

Think: advertising 

Being at the forefront of major technological shifts, there is no denying that millennials basically birthed the social media influencer and so it is no wonder they prefer influencer marketing over traditional advertising forms. In fact, it goes beyond a preference, as 84% of millennials admit they do not like or trust traditional marketing efforts altogether. 

This makes millennials the perfect audience to aim influencer marketing at, as, more often than not, they are open to receiving and interacting with new forms of marketing. In fact, they love that influencers feel like friends and 4 in 10 millennials say that creators actually understand them better than their friends do. 

We think it might be time they found better friends…

Think: influencer marketing

We’ve established that influencer marketing for millennials, works and, in fact, is their preferred way to be marketed to. Though this is all well and good, there must be a catch; especially when it comes to the generation infamously branded as the “me me me” generation. 

However, when they account for 20% of influencer-inspired purchases, we can let their alleged entitled demeanour slide.

Campaigns that utilise influencer marketing for millennials are responded to most positively when they incorporate the following:

Authenticity– due to them being sceptical about traditional advertising forms, authenticity is key when it comes to influencer marketing for millennials. They seek meaningful context in marketing and so an emphasis on building a strong community and close relationship should be at the forefront of your strategy. 

Compelling messaging – most millennials believe in social causes and, naturally, want to buy products from brands who are also concerned about them. If you are a brand, consider partnering with influencers who genuinely believe in and support certain social causes and this will be praised by millennials in the form of engagement and purchases. 

Instagram Stories – millennials respond best to visuals and what better way to adhere to this than by publishing content on Instagram stories where they can physically see what it is you are trying to sell them.

User-generated content (UGC) – with 84% of millennials stating that user-generated content (UGC) on a company’s website can influence what they buy, this just might be every marketer’s secret weapon when it comes to targeting this generation. 

Meme marketing – an unusual pick, but a necessary one. Memes are easy to consume and entertaining; something millennials value highly. 

 

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Millennials vs. Gen Z 

The unofficial feud between these two generations, particularly when it concerns influencer marketing, is very much an ongoing one. While they both share similar views on authenticity, trust and collaborations, they must be approached differently by marketers. 

Let’s compare the main differences:

GEN Z  MILLENNIALS
Live in TikTok Prefer Instagram and YouTube
Short-form video Longer, product specific videos
Prefer saving Aren’t afraid to spend money on experiences
Realists Optimists

Influencer Marketing: Millennials – summary

Millennials are digital natives who are socially responsible and, therefore, more likely to buy from brands with a strong purpose and identity. When choosing influencers to collaborate with on millennial-targeted campaigns , ensure that they are authentic, stand for a good cause and are clued up about the product they are endorsing. Remember, millennials have a higher purchasing power than Gen Z and baby boomers and so you’re going to want to stay in their good books.

Simply put, influencer marketing for millennials can be successful – but only when it is targeted to their preferences. Give them what they want and they will make sure your efforts are rewarded. 

FAQ’s

Does influencer marketing work on millennials?

If the influencer marketing campaign adheres to the preferences of millennials, then it can be incredibly successful.

How do social media platforms market to millennials?

There are a number of ways to tailor an influencer marketing campaign to millennials:

Be authentic

Stand for a social cause

Use Instagram stories

Incorporate user-generated content.

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

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Posted in Social Media Platforms

Social Media Updates: September 2022

October 4th, 2022 by

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

TikTok Updates

TikTok increases caption character count

TikTok has increased the character count for captions to 2,200 from 300. The update comes after the news that TikTok is becoming young users’ go-to app for search and regular news updates.

Social Media Updates

The update means users can increase their SEO and discoverability on the platform by using more keywords within their captions. 

TikTok partners with Penguin Random House

TikTok’s new partnership with Penguin Random House means the US and UK BookTok community can tag books in their videos. The tags are interactive; clicking the link directs viewers to a book details page, including a summary and other tagged videos. 

@kimmybookss a new booktok feature is on the horizon!! #foryou #fyp #booktok #bookish #reading #bookclub #bookishthoughts #tbr #reader #greenscreenvideo ♬ the perfect pair – beabadoobee

Once the video is posted, the selected title will be featured above the captions. Users can save titles to their Favourites tab.

TikTok Now feature

TikTok has launched its own version of BeReal: TikTok Now. The new feature prompts users to share a dual camera shot at a random time of each day—exactly like BeReal—but users will have 3 minutes to share either a static photo or video of what they’re doing. 

Tiktok now feature

TikTok Now has several safety features for younger users, including friends-only comments for TikTokers aged 13-15. Users 18 and over can share their Now content to the broader community.

The feature is available in-app in the US, and as a standalone app in other locations. 

Instagram Updates

Instagram increases Story frames

Instagram is rolling its longer Stories out to users. Instagram will no longer split Stories into 15-second frames, as long as the video is under one minute. Videos over a minute long will automatically become a Reel unless the video is split manually into separate clips before uploading.

Instafram updates

While the feature will eliminate the glitches that often occur between frames, it could complicate practicality—users can’t skip through small clips. In addition, it will change how branded content is contracted; if you’ve agreed on 3 Story clips for an influencer partnership, these need to be manually uploaded. 

Instagram develops Branded Effects

Instagram is reportedly developing official branded effects for Reels. Branded Reels effects would likely be similar to Instagram Stories’ branded stickers and GIFs (and TikTok’s Branded Effect ad option…), but would work as a video filter that could include special effects or branded assets.

Discover new creators with Media Kits

Instagram is developing a tool for creators that will allow them to pitch themselves to brands for promotional partnerships. The Media Kit will act as a portfolio, where creators can upload a bio, their audience data and key analytics, and select their best work and previous brand partnerships to showcase themselves to brands. 

Discover new creators with Media Kits

Unlike the Meta Creator Marketplace, the Media Kit gives creators complete control in how they represent themselves to brands.

Twitter Updates

Twitter rolls out Communities 

Twitter is rolling out a Communities feature that allows professional users to spotlight a community on their profiles. The feature will only be available to those with a free Professional Profile, which you can enable via Twitter’s Business site.

 Twitter rolls out Communities 

Twitter test Shopping tab

Twitter is testing a dedicated Shopping tab for its users. The tab would let users explore Twitter Shops that appear as virtual storefronts. Twitter has been testing Shopping features for the past few months, and while we don’t know what the tab will look like yet, it will undoubtedly aid discoverability. 

YouTube Updates

New creator feature offers licensed music

YouTube recently announced Creator Music, a new feature within YouTube Studio that allows creators to use pre-approved music in videos while still generating ad revenue. Creators can either pay upfront to use music with no change to their revenue cut or share video revenue with the track’s artist and music rights holders.

YouTube Updates

Brands currently face restrictions on using copyrighted music in videos across social media due to laws around commercial use. But Creator Music provides a solution for creators who want to enhance their videos without sacrificing ad revenue.

YouTube directly monetises Shorts

YouTube is offering creators 45% of ad revenue from their Shorts videos. YouTube is also lowering the barrier for entry to its Partner Program, allowing creators with less than 1K followers to make money from Shorts ads. 

 YouTube directly monetises Shorts

Shorts ads enable gradual monetisation, where creators start monetising Shorts before moving into the more lucrative long-form video space.

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

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Posted in Social Trends

Influencer Sessions: Getting to Know Isoken Eveline

October 4th, 2022 by

We caught up with Isoken Eveline, better known on TikTok as @iso.eve. The lifestyle, fitness, health and nutrition influencer has over 37K followers on TikTok, and over 470K likes, with plans to further expand her presence on social media through Instagram and YouTube. Eveline shares positivity and motivation through her content, while showing the importance of self-care. 

 Check out the interview below!

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

I created my TikTok account in April 2021. My first videos I posted were about healthy nutrition/fitness. I noticed early on that my cooking videos were received really well. I posted a video about myself and my background which basically went viral. From there, I received up to 500 followers every month, which made my page grow drastically. I took my time to engage with my followers by responding to every single comment I received and I noticed that there are many people out there that actually need some inspiration and positive influence in their life. 

In July this year I decided to post more about myself, my journey, things I do to stay motivated, my fitness and still the food I eat. I’m trying to combine everything in one and the feedback I’m getting from my followers is amazing. They tell me that when they watch my videos they feel the positive energy and motivation. That’s exactly what I want. There is too much negativity out in this world and if I can help people be more positive and see life and time as a blessing then I know I’m doing the right thing.

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

I predominantly use TikTok, which I love. My plan is to post more on Instagram now and I am also planning to start a YouTube channel soon.

@iso.eve Healthy habits to start your day off right 🫶🏽 #morningroutine #grwm #dayinmylife #healthylifestyle #selfcare ♬ Different Size (feat. Victony) – Burna Boy

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

I create daily motivation videos, lifestyle videos, morning/night routine, cooking videos, get ready with me and day in my life videos. My audience really love the cooking videos and the morning/night routine videos.

4. How would you define “influencer marketing”?

For me influencer marketing is where brands and influencers get together to bring out their vision and target a larger audience.

@iso.eve Quick and easy okra soup recipe 🇳🇬😍 #nigerianfood #poundedyam #yummy #nigerian #nigeriantiktok #foryoupage ♬ Finesse – Pheelz & BNXN


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

Yes I have worked with brands before. The latest brand I worked with was FloHealth. I look at their values and what message they want to bring out. If it’s something I stand for or believe in I’m happy to work with them. I want to be true to my audience so that they can trust me when I bring out a message.

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

I think influencer marketing will be the next go-to for brands. Nowadays most adverts that are out there have been created in collaboration with faces you can easily recognise from social media apps like TikTok.

7. How has influencer marketing changed since you began working within social media?

I noticed especially since COVID, more and more brands and corporations have used social media more than ever as it was the most convenient thing to do at the time due to restrictions. This has brought out a lot of talent and opportunities for creators.

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

For TikTok I mostly use apps like CapCut.

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

My online and offline life is very well balanced because the videos I take are things I do in my daily life routine. I don’t need to set up something and can just live my life the way I do while capturing some moments on camera. 

@iso.eve Spend time alone and touch base with your soul 🫶🏽 #solodate #selfcare #africanfood #grwm #dayinmylife ♬ KU LO SA (Speed up version) – Oxlade

10. Which influencers inspire you?

Someone who really inspires me is @carlosdharrisjr and @jazturner16 on TikTok. Their energy and minds are so inspiring, they bring out the same message I’m trying to bring out to my followers.

@carlosdharrisjr5 free ways to practice self care.♬ original sound – Carlosdharrisjr

11. In what ways has the link between self care and fitness positively affected the way you lead your life?

Since I have been living more mindfully and taking extra care of myself and my health, I have begun to really notice positive changes with my mental health. I see life as a gift and just want to make the best out of the time I have. So I always try to stay positive and try to see the good in everything.

12. What are some misconceptions about self care and self love that you wish didn’t exist?

People tend to think that the act of self-care is selfish. Once someone decides to change their life and alter themselves, it’s automatically seen as selfish and self centred when in reality, they’re just trying to become the best they can be. There are also misconceptions that self-care is expensive, when it’s actually just about doing things for yourself that are priceless.

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

As an influencer I want to start my own business that inspires my followers that everything is possible, you just need to stay true to yourself, focus and keep working.

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

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

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Posted in Influencer News

A Guide to Influencer Marketing Goals for 2023

September 28th, 2022 by

The world of social media marketing can oftentimes be unpredictable, particularly with its constantly evolving landscape. Because of this, influencer marketing campaigns can sometimes miss the boat with what they thought would be an instantly successful campaign. However, there are steps that can be taken to minimise the risks of this happening again. These steps come in the form of carefully thought-out influencer marketing goals

The good news is that influencer marketing is not going anywhere, nor is it showing any signs of slowing down. The bad news? It’s showing no signs of slowing down…

This means that the way consumers want to experience influencer marketing is changing. Fast. In order to keep up with these moving targets, brands will have to adapt their influencer marketing goals and strategies to engage a restless audience and emerge on top.

Think long-term and think business. These goals will form the basis of whatever it is you choose to run with online and so they must be strategically set out. If you are looking to implement influencers into your marketing strategy for the year 2023, keep reading to find out how to do this. 

Why set out goals?

I think a better question to ask would be, why not set out goals? 

After all, setting out goals sets you up with a good foundation upon which to build a successful marketing strategy. 

Defining your influencer marketing goals and the KPIs (key performance indicators) that measure a campaign’s success is crucial. Though there are multiple ways to incorporate influencers into your campaign, not all of them will have the same results. If there are specific goals you want to achieve, then adopting a one-size-fits all approach will see your campaign crash and burn. 

If you already have an idea of what campaign outcomes you are specifically looking to achieve, then here are some influencer marketing goals you should be considering in order to be successful. 

Goal 1: Brand Awareness

Whether you are new to influencer marketing or a seasoned veteran who is looking to add a product/service extension to your business, ultimately, the goal is to be getting your product in front of your target audience via as many different touch points as possible. To do this, you need to be looking at reach, views, impressions and engagement. As 2023 approaches, the number of social media users is increasing while attention spans are decreasing. Getting your product in front of your target audience from as many different places as possible is fast becoming the only way to grab a consumer’s attention. 

If brand awareness is your primary goal then you need to be prepared to give a lot of products away for free or provide a free service for the influencers you choose to promote your brand. To achieve this, you need to go big or go home. Seriously. You must build up a large network of influencers whose image and values align with your brand’s and who are excellent content creators. Don’t worry about not marketing directly to your target audience, as the content your influencers will create for you will reach them in no time. 

Focusing on brand awareness as one of your influencer marketing goals won’t necessarily generate sales and ROI, but it is important for longevity. The more effort you put in, the more you will get out later down the line. 

influencer marketing goals

Goal 2: Generate Sales

Notably one of the most common influencer marketing campaign goals, however, also the one entailing the most misconception. Marketers tend to think that simply running an influencer marketing campaign alone will equate to an automatic increase in sales. This is not the case.

If generating sales is your primary influencer marketing goal, consider the following strategies which can be tailored with this in mind:

Affiliate marketing – encourages influencers to support a brand while receiving some benefit from doing so. 

Discount codes – are great for giving consumers an incentive to make a purchase.

Building long term relationships – with influencers who have a highly engaged following. Yes, running sponsored posts with them could be pricey, however, their audience are more likely to make a purchase based on their recommendations.

Host a flash sale – influencers promoting flash sales offer an incentive for their followers to go and check it out as they don’t want to risk FOMO (fear of missing out).

Optimise content that is doing well – for example, add a paid ads budget to a Facebook post that is doing really well after it has received a certain amount of organic reach.

Top Tip: If your aim is to generate sales, you must be wary of what platform you are operating on. Ensure that it is a platform that can convert impressions into sales instantly. 

Goal 3: Attract a New Target Market

Influencer marketing goals in 2023 look a lot like finding almost every last person that fits your buyer persona on the internet and providing them with content that they can engage and interact with and influencer marketing is the key to attracting this new target market. You can completely shift the perception of a brand, or build authority in a new space, with the help of carefully selected influencers. 

The key is in creating buzz builders. These are people in your new target market who can drive qualified, targeted website traffic and make noise about your brand in the space you want to be in. A trend we will be seeing in 2023 is niches becoming niche-r. This means that finding these influencers to become your buzz builders is as crucial as ever, as they will be responsible for marketing you to the exact demographic. 

Top Tip: to achieve this influencer marketing goal you’ll need to think big. By big, we mean starting at the top of the food chain with the biggest and the best influencers to give your chance at being known to a new target market as much of a headstart as possible. 

Goal 4: Increase Social Media Followers

This influencer marketing goal may not seem as effective or serious as the others, but hear us out. Social media followers are the key to providing real-time feedback and insight. 

Typically, hosting giveaways and competitions will be your go-to strategy if this is your primary influencer marketing goal. It could look a little something like this:

  1. Announce that you are having a competition/giveaway on your Instagram. In order to gain followers and encourage brand interaction, the requirements to enter this competition could be to follow the brand page and reshare your content on their story using a hashtag you have come up with. Only accounts who do this are entered into the draw.
  2. Leverage influencers to promote the competition by entering themselves and then encouraging their followers to do the same. 

Not only will you gain more followers, but you will also begin to build a community around this hashtag that you can then utilise in the future.

Increase Social Media Followers

Goal 5: Customer Retention

What is customer retention?

This refers to the rate at which a customer stays with a business within a given period of time. For example, high customer retention means that they tend to continue to return. 

As an influencer marketing goal, customer retention is an important part of the sales process. Once you’ve put the work into gaining new customers, you want those efforts to be made worthwhile by turning them into loyal, long-term customers. Come 2023, turning consumers into returning customers will be harder than ever because of those attention spans we mentioned a while back in this blog. However, laying down a strategic method for locking them in early is not impossible. 

To incorporate this influencer marketing goal into your strategy you will need to think long-term; specifically at who is capable of being your brand ambassador. Having a brand ambassador/a handful of brand ambassadors aligns your brand with a key personality who will then go on to act as the face of your brand to promote new collections, recommend products and speak on your behalf to curious new customers. 

Overall, influencer marketing goals need to be looked at from a long-term perspective and implementing brand ambassadors does just that. When you have an ongoing relationship with an influencer, you also have an ongoing relationship with their followers; increasing the likelihood of customer retention. 

Influencer Marketing Goals: Key Takeaways

  1. Think long term – your strategy must be able to serve you for as long as your brand is alive and kicking.
  2. Be patient  – results won’t happen overnight.
  3. Each strategy reaps different rewards – understanding this is key to success. There is no point in launching a campaign that increases brand awareness if you are looking to generate sales. 
  4. Choose your platform wisely – if you want to generate sales, choose a platform that can instantly turn impressions into sales. 

FAQ’s

What are KPIs in influencer marketing?

Key Performance Indicators are a type of performance measurement that allow you to evaluate the success of a marketing strategy.

What are the key benefits of influencer marketing?

  1. Quickly builds trust
  2. Improves brand awareness
  3. Enriches your content strategy
  4. Effectively reaches your target audience 
  5. Provides amazing value to your audience
  6. Builds winning partnerships 

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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Paid Influencer Campaigns

September 28th, 2022 by

Advertising your products in collaboration with a famous face is not a new concept. In fact, this stems from brands relying on celebrity endorsements from the late 1980s to market their products to the public. Fast forward a few decades, swap the famous person out for a widely-known internet personality and you have yourself an influencer marketing campaign. 

Influencer marketing is well past its experimental phase and has now cemented its place as a vital aspect within the social media marketing process. Paid social media advertising is also commonly used to establish digital presence and is just as essential. So what happens if you combine the two? 

A recipe for success is made. 

If you are reading this blog, you are probably a marketer with an existing digital presence, but you now want to kick things up a notch and incorporate influencer marketing into the mix. If we are correct in this assumption, then you’ve come to the right place. In this blog, we will give you the low-down on all there is to know about integrating paid media ads and influencer marketing to create the most effective and successful marketing strategy. 

What are paid influencer campaigns?

Paid influencer campaigns are an amalgamation of influencer marketing and paid media ads. They take the best bits of both methods and combine them to create a sort of double whammy when it comes to consumers interacting with a brand. 

How does this work?

As the brand, you should set up a series of ads promoting the same products that the influencer has promoted in their content for you. This way, you will be showcasing your products from two sources; doubling the ground you are covering. If we think about this from the buyer’s perspective, they will be exposed to your brand via the influencer. If it is their first time hearing about you, they may want to take things further and do more research about you, taking to your website or google for their answers; where your paid ads will be waiting for them to click on. 

Combination strategies 

Let’s put paid influencer campaigns into hypothetical practice. There are several ways this can be done, and, here, we will outline some of the most popular.

Influencer content whitelisting 

What is it?

Influencer whitelisting occurs when an influencer gives a brand permission to access their social media content for the purpose of resharing. This is done with the aim of getting a brand in front of new, look-alike audiences and because the content being shared comes from an influencer, and isn’t a brand’s own paid ads, it is more authentic and so likely to be received well.

When to use this.

This strategy is often reserved for the strongest influencer-brand partnerships, as the influencer has to trust that the brand whitelisting their account will not abuse their privileges in favour of their marketing objectives. 

They can be long-term – typically around christmas time – or short term as a one-off whitelisting campaign to help promote the launch of something new. 

Why does this work? 

This benefits both the brand and the influencer by boosting visibility and gaining more followers for both accounts.

Using influencer-generated content for social paid ads

What is it?

Influencer-generated content is a small subsection that falls under the umbrella of user-generated content. Through it, influencers create organic content of them wearing certain clothes or doing a certain activity, but don’t overtly advertise the brand in question. These posts tend to do better than others due to their authenticity and inspire consumers to ask questions regarding the products in the images/videos. Because of their success, brands will repurpose posts from their highest-achieving influencers. 

When to use this.

The influencer-generated content itself can be the paid ad. In fact, some brands only use influencer-generated content for their paid ads. 

Why does this work?

This paid influencer campaign strategy lowers ad design costs and increases impressions and conversions. 

Sponsor influencer events 

What is this?

There are two ways this can happen. Either brands can host their own events and invite influencers to take part as VIPs or brand ambassadors, or an influencer can host their own event in the hope of getting sponsorship from their favourite brands. Either option has equal benefits for both parties. 

When to use this.

It is more beneficial to adopt this paid influencer campaign if you are approaching a product launch and most marketing events are more impactful when you are involving influencers, rather than the other way around. 

Why does this work?

Through their exposure of your event on their socials, the influencers will be able to raise brand awareness considerably. Additionally, they are skilled in driving thoughtful participation which can increase excitement surrounding a product launch; and, therefore, conversions.

Sponsor influencer events

Paid influencer campaigns: Final thoughts 

To summarise, get the most out of your paid media and influencer marketing efforts. 

Each paid influencer campaign can produce results essential to refining your social media marketing strategy going forward; even more so that stand alone methods, as you have two lots of results for the price of one with paid campaigns for influencers. Before setting out to run your paid influencer campaigns, make sure you know how and where to launch it and ask yourself why you are running it at this time in particular, as each of these aspects are vital to its success.

FAQ’s

What is a paid influencer campaign?

A paid influencer campaign integrates the best aspects of influencer marketing and the best aspects of paid social media advertising to create a successful experience for consumers interacting with a brand. 

Is influencer marketing paid or earned? 

Influencer marketing can be both earned and paid. Influencers can either mention a brand on social media off of their own backs after being impressed with a certain product or service, or they can be paid to post content sponsored by the brand in question.

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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Weekly Marketing News, 23rd September 2022

September 28th, 2022 by

The Twitch vs Creator feud ramps up, YouTube monetises Shorts, Facebook goes for Discord, TikTok expands BookTok, gaming grows on Twitter, and BOSS livestreams its FW22 show.

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. Twitch vs Creator feud continues

Twitch vs Creator feud continues

Twitch is reducing how much money it shares with some of the biggest streamers on the platform. Most partnered streamers receive a 50 / 50 revenue share on subscriptions to their channel but Twitch offers bigger streamers a 70 / 30 revenue split, and that split is what’s going to change. Under the new policy, streamers with premium terms will keep 70 percent of their subscription revenue on the first $100,000 earned. But after that, the share will go down to a 50 / 50 split. (Via The Verge)

2. YouTube wants to monetise Shorts

YouTube wants to monetise Shorts

YouTube is looking to directly monetise Shorts, which could result in a big blow for TikTok. The new monetisation option would provide a clearer pathway for short-form content creators to make money purely for their clips. In conjunction with this, YouTube is reportedly lowering the requirements to join the YouTube Partner Program, helping creators earn faster through ads. (Via Social Media Today)

3. Facebook and Messenger go for Discord

Facebook and Messenger go for Discord

Facebook is expanding user access to its Community Chats, which allows group organisers to create live Messenger chat groups—similar to Discord servers. Users can browse chats organised by announcements, topics, events, and more to connect with group members beyond just feed posts and comments. (Via The Verge)

4. TikTok lets users tag books

@kimmybookss a new booktok feature is on the horizon!! #foryou #fyp #booktok #bookish #reading #bookclub #bookishthoughts #tbr #reader #greenscreenvideo ♬ the perfect pair – beabadoobee

Leaning into the incredibly popular BookTok community, TikTok has partnered with Penguin Random House to allow users to tag books within their TikTok clips. Within the creation flow, users can add a link to a book, search for the book by title, and connect said book to their TikTok. (Via Social Media Today)

5.  The evolving gaming discussion on Twitter

The evolving gaming discussion on Twitter

Twitter has revealed new insights into gaming discussions on the platform. In the first half of 2022, Twitter says there were 1.5 billion tweets about gaming worldwide, a 36% increase in the topic compared to 2021, which had already seen record levels of gaming-related activity. (Via Twitter)

FASHION NEWS

6. BOSS continues social-first strategy    

 

Last night, BOSS live-streamed its Fall/Winter 2022 collection on TikTok Live—a further push in its digital-first revamp. As part of Milan Fashion Week, BOSS used talent from its #BeYourOwnBoss campaign to walk the catwalk, while also promoting items shown using TikTok Shop. 

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

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

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Posted in Influencer News

Instagram Marketing Tips to Improve your Strategy

September 27th, 2022 by

If you are a brand looking to sell your product/service, there is a reasonable likelihood that many of your potential customers spend a lot of their time on Instagram. Among the top most used social media platforms in the world, Instagram boasts a whopping 2 billion monthly active users and so it is highly unlikely that you will be casting a net just for no return. 

We won’t beat around the bush, Instagram marketing is hard. With the platform constantly changing its algorithm, and the adjustments rarely being to a marketer’s and brand’s benefit, it is difficult to keep up. 

In this blog we will provide you with the best Instagram marketing tips that will transform your approach to marketing on Instagram and help you navigate this rapidly changing landscape. 

Tip #1: Change your account to a business account

We are aware that this Instagram marketing tip is stating the obvious, but you will be surprised at how something as simple as this is often overlooked. 

To anyone who is looking to become a “serious Instagrammer”, switching your account from personal to business is crucial; particularly because Instagram tends to limit their serious management tools to business profiles only. Insights that were found when looking at the benefits of an Instagram business account are as follows:

– Access to Instagram insights

– Ability to add a Contact button

– Your industry will show on your profile

– Able to advertise on Instagram and make Promoted posts

– Ability to add links to Instagram stories

The first and last points are the most beneficial when it comes to being successful on Instagram. 

Tip #2: Use a link in bio tool

The link in bio tool is arguably one of the most beneficial Instagram marketing tips when it comes to driving traffic and the best part is that it’s available to everyone! Your link in bio should be the call to action you most want your customers to undertake. 

Here are some ideas:

– Add a link to your best product. 

– Make a promotion for a new product or big sale and use the link in your bio as a way for people to get involved. 

– Let your followers know who you are. You can set the link to your about page and bring them closer to you.

– Invite people to watch your video, listen to your podcast or read your blog.

Incorporating this Instagram marketing tip into your strategy has fast become an unspoken rule among marketers. 

Tip #3: Optimise your profile for search

As far as Instagram marketing tips go, something as simple as how you present yourself online can still have a huge impact. Ask yourself, “what are people going to type into the search bar to find the things I’m marketing?” and then adjust your profile’s handle and display name accordingly. 

Instagram expert Elise Darma says, “for your name field, think about what your niche is, what field you’re in, who you target, what solution you offer etc.”. Changing your name field to something relevant to your brand or business will increase your chances of appearing in the top results should anyone search for your keywords.

Optimize your profile for search

Tip #4: Create Instagram Stories

Another underestimated Instagram marketing tip. Instagram stories allow a brand to tell its story using a combination of pictures and videos. Here are some benefits of using them:

– They feature at the top of the users feed. This way they are always visible and do not get lost by the algorithm.

– They disappear after 24 hours, so you don’t have to worry about outdated information showing up.

– They allow you to use a clickable link. 

– Even though they disappear after 24hrs, they are archived for future use.

30% of users watch stories without sound, so if you utilise Instagram stories, consider enabling closed captions. Enabling subtitles will ensure that you don’t miss out on a huge group of potential customers and ensures that you are catering to those with hearing difficulties. 

Simply create a story, click on the sticker icon on the right and select ‘captions’ and Instagram will do the rest. It’s never been easier! 

Tip #5: Partner with influencers for greater reach

There are a whole host of Instagram influencer marketing tips out there so we will keep this one brief. 

Today, the terms influencer and Instagram go hand in hand. Influencers can help brands in a myriad of ways, depending on the aims of the campaign. For example, they can carry out product reviews for their followers – perhaps in an Instagram live or on the brand’s page itself during a takeover. 

97% of brands out there utilise influencer marketing in some way, shape or form and so we strongly advise incorporating this Instagram marketing tip into your strategy sooner rather than later. 

Tip #6: Use content from your community

Having a small team and tight budget can sometimes make it harder to be consistently filling your feed with creative content. The good news is that you have a community of followers who are already organically sharing your content that you can pull from. 

As one of the more creative Instagram marketing tips, user-generated-content (UGC) has increased in popularity phenomenally over the past couple of years and is a fun way to get followers involved and feeling like their loyalty to your brand is worthwhile. 

Creating a suitable, custom hashtag for your followers to upload relevant content onto will allow you to regram content more frequently to your target audience; with their consent of course!

 

View this post on Instagram

 

A post shared by Glisten Cosmetics™ (@glisten_cosmetics)

Tip #7: Keep up to date with the latest Instagram news and trends

The final Instagram marketing tip we want to share with you is perhaps the most important of them all. Keeping up to date with Instagram’s rapidly growing and changing landscape is vital to ensuring constant marketing success. 

Here’s how to keep up with the latest Instagram marketing trends:

– Follow Instagram’s blog for all Instagram marketing trends, tips and updates.

– Follow the @instagramforbusiness account

– The PLANOLY blog creates bite-size Instagram carousels that are packed full of helpful and easy to understand information. 

FAQs

What is the best strategy for instagram marketing?

This entirely depends on the brand and the aims of the campaign, however there are steps that everyone can take to increase their chances of success:

Create a link in bio

Optimise your profile for search

Create Instagram stories

Partner with influencers

Use content from your community

How do you boost influencer content on Instagram?

This can be done by either:

Using the in-app ‘Branded Content Ads’ tool

Reposting content

Leaving it in the influencer’s hands

 

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

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

Socially Powerful

Contact us

 

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A Brief Guide to Influencer Marketing: Whitelisting

September 27th, 2022 by

Long gone are the days with no policies put in place for brands wanting to use influencer content for promotional activities. Instead, Meta has now expanded its slew of features that support partnerships between brands and creators which have been picked up by businesses to build more meaningful and fair relationships. One notable process that has emerged is whitelisting. 

In this blog, we will give you the low-down on all you need to know about influencer marketing whitelisting as both a brand and a creator so that you can enter the process armed with all the knowledge for a smooth ride. 

Firstly, what is it?

Whitelisting is the process within which influencers and creators grant brands or partners advertising permissions to use their social media handles, content and audience for the purpose of:

Controlling who sees the influencer’s whitelisted posts 

Having the ability to create small edits to the copy and creative of the influencer’s post

Lengthening the shelf life of an influencer’s post. 

In layman’s terms, the influencer is granting advertiser access to their social media account, allowing brand partners to optimise paid media behind influencer content. 

Benefits for advertisers

As with any marketing initiative, you only want to put the time, resources and money into something if it is going to benefit your brand and if you see the ROI. As organic reach on influencer posts continues to drop, the influencer marketing whitelisting process is necessary to deliver ROI from influencer marketing campaigns. Here are some other benefits:

– Whitelisting gives your brand the opportunity to Dark Post.

(Dark Posting 101: these are paid Instagram and Facebook posts that do not appear on an influencer’s feeds, but do appear as ads for the audience being targeted)

– Whitelisting gives your brand full control over targeting; allowing the opportunity to achieve media objectives, whether that involves a certain amount of reach, brand lift, page views or purchases. 

– Whitelisting gives your brand the ability to test and learn; allowing you to compare influencer performance within audiences and see how well individual influencers are performing against your marketing objectives. These insights can help you understand whether your investment is justified and inform marketing budgets.

Benefits for creators 

For creators heading down the influencer marketing whitelisting path, new doors can be opened and exciting opportunities presented. Here are some of the benefits of whitelisting for creators:

– Extended reach of the creator’s content, giving it new eyes and allowing them to expand their audience.

– They can stick to what they love doing (creating content) and don’t have to deviate from this by creating the ads themselves. 

– Because Dark posts do not appear on their feeds, this allows for influencers to take on more branded work without exhausting their followers with too much sponsored content. 

– Whitelisting opens up the opportunity for influencers to earn more money. And who doesn’t want more money?! 

How is a whitelisted ad different from brand-owned ads?

When you think of influencer marketing, you probably think of the #sponsored posts that appear on your favourite influencer’s profiles. Either this, or posts that have the words “paid partnership with [brand]” written at the top. 

This is brand-owned paid advertising. It is repurposed influencer-generated content which runs under the brand’s handle. 

The influencer marketing whitelisting process takes partnership to a whole new level. 

Whitelisting allows brands the special privilege of running ads through the influencer’s account, meaning the ads are shown under their handle and not the brand’s. In order for this to happen, there must be a certain level of trust between both brand and influencer; hence what we meant when we said ‘taking partnership to a whole new level’. 

Whitelisting also provides a whole host of other opportunities that brand-owned paid ads simply cannot: 

It grants marketers the opportunity to create ads that are slightly different from the original post to deliver higher performance. 

Brands can use influencer audience data to get the whitelisted ad in front of their target customer by utilising tools to customise lookalike audiences. 

Whitelisted ads run through the ads manager and can be fully tracked and measured.

Audience

How to get started with influencer marketing whitelisting?

So you want to begin tapping into the influencer marketing whitelisting process?

First thing’s first, you will need to ensure that both you and your creator have business accounts on your chosen social media platform. You will also need to set aside a budget to pay the influencers for access to their account. Typically this is 20-30% of the total collaboration fee. 

Once these initial steps are completed you can begin to dive into the details.

What type of creators should you whitelist?

Ultimately, the goal is to power your ad campaigns with high-performing content and so choosing influencers who create creative and authentic content is key. After all, the best ads are those that don’t look like ads! 

Spend time vetting potential influencers. Look into their followings and pay close attention to those who have followers within your target demographic to aid accurately building lookalike audiences and reaching potential new customers. 

What type of content should you whitelist?

Utilising the influencer marketing whitelisting process does not mean you have to compromise and run with content that differs from what you already use. Influencer marketing whitelisted ads are targeted at similar audiences to those who you already cater to and so something along the lines of your pre-existing content will suffice. 

However, it is always wise to experiment with different content types to see how far out you can push the boat. Try these, for example:

– Influencer niche – certain influencers might resonate with your target audience more than others. For example, they might prefer content from lifestyle influencers over fashion-focused influencers. 

– Aesthetic – experiment with colours, fonts, bold styles, minimalistic styles etc. There are thousands of creators out there all with different styles and collaborating with a diverse range of creators will lead you to what your target audience prefers. 

– Creative type – experiment with various forms of content, such as still, in-feed images, image carousels, stories and videos. 

– CTA – experiment with buttons in your ‘call-to-action’. Does ‘SHOP NOW’ drive more conversions than ‘LEARN MORE’?  

To wrap things up, the influencer marketing whitelisting process is a great way to increase ROI for your influencer content. By gaining access to influencer accounts, you can create a more impactful and authentic experience for potential customers. 

FAQs

What is whitelisting in influencer marketing?

Whitelisting allows a brand special access to an influencer’s social media account, through which they can run ads and optimise their chances of reaching a new target demographic. 

How do you whitelist an influencer’s content?

After all approvals are signed off, a brand can run ads under an influencer’s handle that slightly differs from the original on their account in a bid to gain exposure from new customers. The ads can be Dark posted so that their followers do not see the ad appear on the influencer’s feed, but will be visible to new customers who are being marketed to.

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 Sessions: Get to Know Blaine Musca

September 27th, 2022 by

We caught up with Blaine Musca, also known as @beachbumblaine. Blaine has amassed over 201K followers and 13.4M likes on TikTok, and 13K followers on Instagram by sharing her exciting travel and lifestyle diaries and encouraging others to step out their travel comfort zones. 

Check out the interview below!

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

I grew up in Clearwater Florida, and didn’t have much of a social media presence until college! I studied health science while I was at UCF, and graduated early with the dream to move to Australia. Sadly Covid blocked that dream so I moved to Hawaii and started vlogging all my adventures, which is where I saw a ton of growth.

2. What inspired your love of travelling?

 I honestly was inspired to travel by movies growing up. I sort of feel like I’m in one every time I go to a new place by myself and get to experience something completely different than what I’m used to.

@beachbumblaine Would you guys judge me if I said a life goal of mine has always been to be sunburnt in the middle of the Mediterranean diving off @Boat Party Split ⛴🎉🇭🇷 … or is this a shared dream…. #croatia #split #croatiasplit #splitcroatia #boatparty #sailing #boatlife #boat #boattour #mediterranean #pinterest #aesthetic #worldtravel #europesummer #europe #travelinspo #traveltok #oceanlife #ocean ♬ original sound – •

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

My favorite and predominant platform to use is TikTok!

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

I make a lot of vertical short form videos.

5. How would you define “influencer marketing”?

Using the right influencers to naturally market things to their audience they would actually use and love.

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

Yes. I try to choose based on the relevancy to my niche—I also do a lot of ocean/beach/fashion type videos—and whether or not I would actually use the brand in real life, as well as the budget of the company.

 

View this post on Instagram

 

A post shared by blaine musca . . . (@beachbumblaine)

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

I think it will become pretty saturated with influencers so brand deals won’t be as broad and people will do more specific to their own niche product marketing.

8. How has influencer marketing changed since you began working within social media?

I think brands are starting to value TikTok as a marketing platform a lot more than Instagram. 

 

View this post on Instagram

 

A post shared by blaine musca . . . (@beachbumblaine)

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

Capcut.

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

Not well!

Just kidding! Lately I have been traveling full time so I really have taken a step back from the business side and just been content creating and living. It’s tough to differentiate the two sometimes though.

@beachbumblaine pov: you decide to traumatize your friends in a basement. follow for more💅🏼#paris #france #travel #travelinspo ♬ The Time Is Now (John Cena) – WWE & John Cena & Tha Trademarc

11. Which influencers inspire you?

Hannah Leigh, Lauren Bullen (gypsea_lust), and Emily Zeck (thatpineapplegirl).

 

View this post on Instagram

 

A post shared by Emily Zeck (@thatpineapplegirl)

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

I would like to grow my platform a lot in the next year so I can afford to get a place somewhere near the beach in Florida but have enough to go frolic around the world still. I hope to inspire everyone who watches my content to be able to take leaps to follow their dreams as I’ve done! I’m not sure I want to be an influencer forever but I would like to enjoy this opportunity while I have it.

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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