How to Build a Social Media Content Strategy in 2021

June 22nd, 2021 by

Having a solid social media content strategy can turn your brand into a household name and followers into loyal customers. By identifying specific social media goals, creating valuable content that resonates with your goals and audience and distributing content on the right platforms, you can make your brand stand out from the crowd. Measuring the right social media metrics can help you optimise your social content strategy over time. 

There isn’t a set social media recipe that will guarantee every business success and a strong social media presence. Your brand’s social media content marketing strategy must be based on your brand’s values, audience and industry. However, there are specific steps every brand should consider when planning content for social media and creating a social media content strategy.

What is social media marketing?

A social media marketing strategy is a summary of your social media goals and the steps you will take to achieve said goals. A social media content strategy involves planning, posting and analysing content your audience will find engaging. The more specific your plans, the more effective they will be. Your overall and content strategies should be concise; broad plans will be unattainable and hard to measure. 

The benefits of social media marketing include:

– Increased brand awareness

– An engaged community 

– Product and services sales through native social commerce solutions

– Social listening 

– Fast customer service through social platforms 

– Targeted advertising

Building a social media content strategy

We have pulled together the top tips that will help you build an effective social media marketing content strategy.

Set specific goals

The first step every business needs to take when creating a social media strategy is to set specific goals. Keeping these goals in mind while planning and executing your content strategy will save time and resources as you won’t be taking any detours. 

To create your social media content strategy goals you need to dig deep into your brand values and your audience.

social media content strategy

Setting clear marketing goals and deciding how you want your social media content strategy to serve those goals will help you tailor your social media content. For example, if your overall marketing goal is to convert more sales from social media, you should incorporate social media posts that direct potential customers towards a landing page.

Plan your social media content

Once you have decided on your goals, you can start to analyse the content you’ve created for social media so far. See which posts have performed well, which have performed less-well and the types of content you posted on each platform. 

Most social media platforms have business accounts that give you access to post and page analytics directly from the platform. What you analyse should align with your content goals; if you’re looking to improve brand awareness, see which posts have resulted in the most new followers. This is the type of content you should be giving your audiences. 

To keep your audience engaged and connected to your content and brand, make sure you are consistent with your brand voice. Straying from your brand’s authentic voice may cause a disconnect with your audience, resulting in a decrease in engagement or followers. 

A consistent brand voice can give you a better understanding of your audience. Understanding who your audience is is vital in social content planning. To help you know your audience, you should build customer personas and include demographics, key channels and content preferences. This can help you figure out which platforms your content will succeed most on—there’s no point spending time making content for a platform your audience doesn’t use.

Create a content calendar

Once you know the type of content your audience wants to see and serves your social media marketing goals, you can begin creating a social media content calendar. A content calendar allows you to see the big-picture when it comes to planning your social content marketing. Using a content calendar will help you visualise your ideas and organise them in a way that makes your strategy easier to execute.

social media content strategy

Using a content calendar can also help you decide which pieces of content you should repurpose and repost to other social media platforms. In doing this, you should consider which types of content perform best on certain platforms.

Distribute your content across platforms

Planning and publishing content is only a small part of your overall social media content strategy; to maximise your efforts, you need to find other ways to get your content out to as many people as possible. 

This can include getting your audience to distribute your content to their followers (resharing on Instagram stories, direct messaging, retweeting) or getting your audience to engage with your content by asking questions and sharing their answers on social media or in comment sections of blog posts. Not only does this further distribute your content, but gives your brand social proof. 

Another content distribution strategy is using bloggers or content creators within your niche. Influencers will be more inclined to share your content if you build a relationship with them.

Measure your results & adjust

Potentially the most important step in your social media content strategy is measuring how your content performs. Tracking the right social media metrics and adjusting your strategy accordingly is key to long term success. You should monitor your content frequently to ensure you are constantly engaging with your audience.

social media content strategy

Some key social media metrics to consider are: 

– Awareness – how many times your content has been seen as told by impressions and reach

– Engagements – the number of reactions, comments, clicks and shares 

– ROI – how many conversions and referrals from social media

The metrics you measure should always be relevant to your overall social media marketing goals. In using your goals as an anchor, you can adjust your strategy to make sure you are always serving your goals.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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Best Pinterest Marketing Strategy in 2021

June 22nd, 2021 by

In the oversaturated pool of social media platforms, many businesses are in fierce competition with one another to appear on feeds, in front of consumers. Many need to spend a hefty sum of their marketing budgets in order to break the static of memes and family and friends content. 

But this isn’t the case with Pinterest marketing. 

Pinterest presents businesses with a whole new way of marketing and has become an instant hit with millions of marketers. According to Pinterest Statistics, 87% of Pinterest users have made a purchase because of the platform. In addition 93% of Pinterest users are using the platform to help inform their future purchases. 

Using Pinterest for marketing works well for established and growing brands. But how can you master Pinterest for business and create an effective Pinterest marketing strategy for 2021? 

Let’s start with the basics.

What is Pinterest?

Pinterest is a social media platform where users explore, share and store visual content they find inspiring, helpful or entertaining. 

Pinterest users Pin their chosen content to boards with a common theme to keep content organised; this helps others discover relevant content to their own interests. Pinterest is a particularly popular social platform for GenZ and has over 400 million monthly active users. It boasts content of every type from infographics to recipes to home decor to the latest fashion trends. Whatever you’re looking for, Pinterest probably has you covered. 

Pinterests boards can either be private, public or collaborative. An incredibly popular feature of the platform is the Pinterest Lens, which allows users to point the Pinterest camera at an item and a related inspiration will pop up. 

Pinterest also has a shop tab that comes with the Pinterest Lens. Every Lens capture lands you on product pins that redirect you to commercial sites for purchase.

pinterest marketing

Benefits of Using Pinterest for marketing

It is beneficial to businesses to have a Pinterest marketing plan as the platform is great at converting audiences of various demographics. Although particularly popular among females, it targets a wide variety of ages. We’ve compiled a list of the top tips to optimise your Pinterest marketing efforts.

Distribute your content

Around 85% of Pinterest users prefer visual content. This means Pinterest is a strong place to distribute all types of content, including written blogs; users can click-through to live links. 

On Pinterest, you can save and distribute your content in a Pinterest board, from which your followers can explore and share content. You can have as many boards as you want, all organised into themes, ideas, plans and inspiration to make it easy for your audience to find the content they’re looking for.

Build a community

The internet brings together like-minded people to create communities that act as hubs for businesses. A Pinterest community will interact with your boards, consume content and direct themselves to your website, helping to increase traffic. 

Using your Pinterest boards as an engagement tool will help you build a loyal community of Pinners, who may turn into customers.

Pinterest accounts can be promoted across other platforms, so if you have a prominent community on another platform, you can encourage them to check out your Pinterest.

pinterest marketing

You can also be discovered by using keywords and hashtags in your posts, or as Pinterest influencers to repost some of your content in order to increase reach and awareness. 

Pinterest offers a business account where you can create and pay for ads to appear across the platform.

Educate customers

Pinterest is a great platform to add value to your customers by providing tips, tricks and trend information in a creative and engaging way. However, when creating content, make sure you keep your target audience and customers in mind. 

You need to ensure your Pinterest content continues your branding across other social platforms. You want to keep the same colour schemes and tone of voice to give customers continuity. To help you do this and provide content your Pinterest audience will want to see, it’s good to create buyer personas for Pinterest users. While many of your followers may also follow your other social channels, users interact with Pinterest differently. 

To create these you could: survey your current followers and customers asking for feedback on what they want from your business on Pinterest, analyse what your competitors are doing well or poorly to come up with new ideas for your own content or view boards of your followers to help you further understand who your Pinterest audience is.

Drive web traffic and boost sales online

Pinterest allows you to link your visual content directly to your website, allowing you to share both written and visual content and direct users to your website in the process. This feature is a beneficial addition to your Pinterest marketing strategy as it can help boost online sales. 

You could share an inspiration board on Pinterest that includes a mix of your own products and aspirational lifestyle content, or something else aspirational relating to your brand. For example, if you are a beauty brand, you could share your products intermixed with catwalk looks.  

Creating a Pinterest marketing strategy 2021

Create a business account

Creating a free Pinterest business account will provide you with access to Pinterest Analytics and other marketing features such as a profile that states you’re a business, Pinterest widgets and a Pinterest tag. 

If you already have a Pinterest account, you can easily convert to a business account without losing any of your previous boards or followers.

Share content in the right categories

pinterest marketing

By sharing your content in relevant categories, your pins and boards will be searchable for users looking for content similar to your brand’s. Users are able to search for specific categories on the platform or visit the “Categories” section on any profile to view all content related to that topic.

Share unique content

One of the best features of Pinterest is that you can share a variety of content on the platform. This means you are able to create content that will really make you stand out from the crowd. Make unique content that engages audiences and promotes your brand. 

75% of Pinterest users say they’re likely to watch branded videos about topics that interest them, so branded content works well on the platform. However, make sure to use branded images without faces as these received 23% more pins than those with faces.

Leverage keywords and hashtags

Using keywords throughout your profile, posts, pins and boards will increase your chances of appearing in users’ feeds organically. Keywords are related to specific niches being searched by users. For example, if you sell fashion accessories, you’ll want to keyword things like “summer fashion” or “fashion trends”. 

Hashtags are another great way to organically reach your target audience. Hashtags work on Pinterest the same way they do on all other platforms and can make your content search-friendly. 

On Pinterest, hashtags are used to help users identify relevant pins to their searches. When users click on a hashtag you include on a Pins, they’re brought to a page in which they can view all content ever posted on the platform tagged with that specific hashtag.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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Popular Twitter Hashtags in 2021

June 22nd, 2021 by

What is Twitter? Twitter is a ‘microblogging’ system that allows users to send and receive short posts called tweets. Twitter is very well known for its ability to provide relevant and trending topics to users. These topics can be broadly popular including political events or celebrity gossip, or tailored to the user, reflecting interests, industries and brands. Over the years, Twitter has continued to refine its trending algorithm by adding context to the way trends are displayed on desktop and mobile. 

Twitter is a popular social media platform for brands. Having a strong understanding of the benefits of Twitter, Twitter impressions and key metrics, the best types of Twitter influencers  and the top trending hashtags on Twitter will help brands refine their Twitter strategies. 

We’ve analysed how hashtags trend on Twitter, the most used Twitter hashtags, how to personalise popular Twitter hashtags and ways you can leverage them for your social media marketing campaign.

How do hashtags trend on Twitter?

Trending hashtags on Twitter are determined by Twitter’s algorithm. The trending hashtags are tailored to each user by considering location, interests and who they interact with on the platform. Twitter offers users to see topics that are curated for them specifically, generally trending or for specialised topics. These topics can change depending on cultural situations, for example COVID-19 or the US presidential elections. Entertainment, news and sport are consistently available to view trending topics on. 

Twitter’s trending algorithm also prioritises fresh content and news. It will show users topics that most people are talking about in the moment rather than older trends.

popular twitter hashtags

You can view trending hashtags on Twitter through the mobile app or on desktop. On desktop, click the # Explore tab on the left side of the screen. This will present you with the personalised hashtags “For You”, and with the other tabs for specific interests. 

On the mobile app, click the magnifying glass button at the bottom of the screen. This will present you with the same trending options as on desktop.

How to leverage Twitter trends

Twitter trends can do more for brands than helping them join a conversation. Understanding trending topics means brands can build better Twitter campaigns and connect with their audience.

Understand user sentiment around popular topics

Trending tweets can help brands understand their audience’s sentiment on said topics. Twitter trends let brands see who’s talking about what and what they’re saying in real-time. 

If a brand is launching a new product, Twitter is a great place to see who is talking about it, how many people are talking about it and whether it’s positive or negative. A quick search into tweets will reveal to brands how their audiences really feel about the launch.

Use hashtags to join relevant conversations

While various topics trend regularly on Twitter, it’s important that brands only contribute to relevant conversations that align with their values and voice. That’s not to say brands can’t contribute to broader conversations, they just need to ensure they stay on-brand. Twitter users have become more savvy with how the platform works so seeing brands jump into unrelated trends is unappealing.

Use Twitter Promoted Trends

Promoted trends are a paid option that businesses can use to appear on the “Trending” list. These trends are usually paired with other Promoted Tweets that appear in users’ timelines. Promoted tweets work for launches and new campaigns as brands can promote to a specific audience.

popular twitter hashtags

One of the benefits of using Promoted Tweets is that Twitter has an exclusivity policy that only allows one client per day per country to run a Promoted Trend; so you won’t compete with any other advertisers in your area on Twitter for 24 hours.

What are the best performing hashtags?

In a research study by Hubspot, they revealed the best performing hashtags on Twitter. What are they?

  1. crypto
  2. influencermarketing
  3. womenshistorymonth
  4. blackhistorymonth
  5. cryptocurrency
  6. bitcoin
  7. internationalwomensday
  8. cryptocurrencies
  9. java
  10. blockchain
  11. iwd2019
  12. competition
  13. pressforprogress
  14. influencer
  15. olympics
  16. influencers
  17. datascience
  18. fintech
  19. womenintech
  20. metoo

FAQ’s

What is the most popular Twitter hashtag?

The most liked hashtag and best hashtag on Twitter is #ico, which refers to an initial coin offering, which is the cryptocurrency equivalent of an initial public offering. 

What is #1 trending on Twitter?

The #1 trending hashtag on Twitter changes daily. Trending topics on Twitter are determined by Twitter’s algorithm, and are tailored to the individual user. Twitter analyses the people you interact with, your interests and your location. Depending on which view you select, you can see what’s popular on a broader scale or within specific interest groups. 

How do you find trending hashtags on Twitter?

You can view trending hashtags on Twitter through the mobile app or on desktop. 

On desktop, click the # Explore tab on the left side of the screen. This will present you with the personalised hashtags “For You”, and with the other tabs for specific interests. 

On the mobile app, click the magnifying glass button at the bottom of the screen. This will present you with the same trending options as on desktop. 

What hashtag is trending on Tiktok?

Trending hashtags change frequently as popular topics change. The Twitter algorithm bases hashtags on user location, interests and interactions. It also offers trending hashtags within specific categories such as COVID-19, Sport, Entertainment, News and For You. All hashtags are curated by country. 

What are some popular hashtags?

The most used hashtags can be categorised into a few topics. 

Many popular hashtags are related to social media contests and include #contest or #giveaways. 

Others are for calendar holidays such as #happyeaster, #happybirthday, #internationalwomensday, #starwars day and #merrychristmas. 

Other popular hashtags are for evergreen content that’s less topical but has strong-performing content such as #photography, #funny and #pets.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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Top 10 On-Page SEO Factors you need to know in 2021

June 17th, 2021 by

What is On-Page SEO?

On-page SEO (sometimes referred to as “on-site SEO”) is the practice of optimising web-page content for search engines and users. On-page SEO factors include optimising title tags, keyworded content, internal links and URLs. On-page SEO activity hopes to improve site rankings and gain more relevant traffic from search engines. SEO techniques involve optimising the content and HTML source code of a page. You should use white-hat SEO techniques when optimising your on-page content.

Why is On-Page SEO important?

The benefits of SEO are huge and can still make a big difference in 2021. 

On-page SEO assists search engines to analyse your website and its content so they can identify whether a searcher’s query is relevant for your site. Google is constantly evolving its algorithm so it can better understand a searcher’s need and deliver search results that cater. As search engines develop their algorithms, you should develop your website.

on-page seo factors

 

You must ensure that your website and content, including what is visible to search engines (meta data, HTML) and what is visible to users (media, content, images) are optimised to the most up-to-date algorithms used by big search engines. This means they will be easily able to understand your website, further improving your rankings. 

But what are the top benefits of on-page SEO?

1. Rank higher in search engine results pages (SERPs)

Having unique and high-quality content that is optimised by using on-page SEO elements can help your web page rank higher in SERPs. This means you will have more users finding your website and you will be more relevant to user queries.

2. Advanced crawl rate

Optimised on-page SEO will help your website be noticed and crawled by search engine bots. Effective on-page SEO can help web analytic tools and crawlers better understand what your page is offering and in what context it must reflect and rank on the search engine result pages.

3. Improved local search

On-page SEO is a must-do for small, local businesses. Using unique and relevant keywords for an area will bring local visibility and reach, and leads and sales to local companies that have a developing online presence.

on-page seo factors

4. Boosted organic traffic

By optimising content to achieve higher rankings, better crawl rates and frequent click-through rates, your website will attract more organic traffic than if you were to spend money on marketing and advertising to promote your page.

5. Increased brand awareness

Higher SERP rankings will lead to a substantial increase in brand awareness and value. The higher and more frequently your page ranks in Google and other search engines, the more brand awareness it builds.

What are On-Page SEO Ranking Factors?

There are various on-page SEO factors to consider when wanting to improve your search engine ranking. These on-page SEO factors can have a big impact on your page’s ranking ability if properly optimised.

on-page seo factors

The content of a page

The content of a page is arguably the most important on-page SEO factor to develop as it is what makes your page worthy of a ranking. Your content is what users come to see, thus making it important to search engines. This means it is vital you create good content. But what makes good content? In terms of SEO, it means supplying a demand and being linkable. 

The most successful content is able to supply the largest demand. The content can be a video, image, sound or text, but it needs to supply a demand to be considered good content. If you are unsure of what content supplies a demand, you should consider using an agency that offers SEO services

For SEO optimisation, there is no difference between content of the highest and lowest quality if the content is not linkable. If people are unable to link to the content, search engines will be unlikely to rank it. Unlinkable content includes content that can’t be reproduced or shared or is only accessible after logging in.

Title tags

A title tag is an HTML element that tells users the title of a webpage. Title tags are displayed on SERPs as the clickable headline and are important for usability, SEO and sharing. Titles need to be a concise summary of the content created.

Google typically displays the first  50-60 characters of a title tag. Your title determines your display title in SERPs and is the first-impression of your website to users. Just because your website is ranking well, it doesn’t guarantee that users will click on your page. Titles can be make-or-break factors on whether someone clicks or not.

URLs

On-page SEO includes ensuring your website’s content is reflected in URLs. Good URLs clearly show the hierarchy of information on a page. This information can be used to identify the relevancy of the web page by search engines.

FAQ’s

What is on-page SEO?

On-page SEO (sometimes referred to as “on-site SEO”) is the practice of optimising web-page content for search engines and users. On-page SEO aims to optimise individual web-pages to rank higher and gain more traffic in search engines through keywording, relevant content, domain authority, hashtags and on-site content. 

What does on-page SEO focus on?

On-page SEO focuses on improving the ranking of your website in SERPs by creating high-quality and unique content, user-friendly interface, mobile optimised content, relevant titles and URLs and linkable content. 

What is the difference between on-page and off-page SEO?

On-page SEO refers to the content and HTML source code of a page that can be optimised. Off-page SEO refers to links and other external signals, including social reputation and customer’s vouching for your brand online. 

What is a good on-page SEO score?

An SEO score is a measure of how well the user-facing and technical aspects of your website contribute to SEO and high rankings. There are many different ways of measuring SEO scores, but most look for the same key details. 

Good SEO scores always include: search engine and user friendly URLs, technical quality, server responsiveness, indexability, user content quality, unique content, indexable meta-content, user friendly navigation, user friendly visuals and mobile optimisation.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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Social Media Platforms Creating AR Wearables

June 17th, 2021 by

As social media platforms continue to evolve and develop new features, many are finding new ways to differentiate themselves from one another. As certain features become popular with consumers and social media platforms scramble to make their own versions, many platforms are becoming replicas of one another. Most platforms offer a version of Stories, live streaming, short-form videos and even social commerce. One of the most popular developments social platforms are continually evolving is augmented reality (AR) features. These include lenses, filters and effects pioneered by Snapchat, and adopted by Instagram, TikTok, Facebook and Pinterest.

While filters and effects have gradually become staples in our social media experiences, some platforms have taken AR a step further and have begun creating AR wearables. AR wearables allow social media platforms to blur the lines between the digital and physical worlds. Platforms can elevate their ecommerce offerings and improve user experience by expanding the creative possibilities. 

AR and VR rose in popularity throughout 2020, where consumers experiencing lockdown restrictions were seeking new ways to entertain themselves. Instead of consumers going out and socialising, VR and AR devices presented the opportunity to pass time in a new and exciting way. 

The excitement and willingness to accept VR and AR wearables was also accelerated by announcements of social platforms Facebook, Google and Snapchat announcing new physical AR accessories.

Spectacles by Snapchat

Snap Inc., owners of Snapchat, launched their first pair of Spectacles in 2016. The initial camera-equipped sunglasses allowed wearers to record short video segments while synced to a smartphone. The smart-glasses could upload videos straight to a user’s Snapchat account and were initially distributed using Snapchat’s Snapbot vending machine before they were available online.

Since then, Snapchat has developed Spectacles 2 and 3, further developing video quality, recharge time, water resistance and image formats. In more recent developments, wearers could share videos created on different messaging platforms, creating an enjoyable cross-platform experience.

Snapchat’s most recent announcement involved its most advanced Spectacles yet. The new Spectacles have dual waveguide displays that can superimpose AR effects created with Snapchat’s software tools. The frames feature built-in microphones, two speakers and a touchpad. The front-facing cameras detect objects and surfaces around the wearer so graphics interact more naturally with the physical world.

While having holographic glasses would be a good humble brag, these glasses aren’t available for purchase. The new Spectacles are for developers of Snapchat AR-powered Lenses—the software that creates the holographic/virtual images. Although, these developers won’t even be able to purchase them; they have to apply to receive a pair as part of its early testing program.

The application process is to encourage the small portion of AR creators (200,000 of them) to experiment in creating experiences for the new Spectacles. Although Snap Inc. has made huge strides in creating AR glasses, they still have a long way to go—so far the battery only lasts for 30 minutes, although Snapchat has created a case that doubles as a portable charger. CEO Evan Spiegel said that it could be another decade before AR glasses reach mainstream adoption.

Facebook Smartwatch and AR Smart-glasses

Facebook announced back in 2020 a collaboration with luxury eyewear brand Luxottica to create AR smart-glasses. Ray-Ban branded, the glasses will help users locate lost keys and easily navigate surroundings, including finding things quicker inside of shops, take calls and livestream wearer viewpoints on social media sites. Though there is minimal information available on the glasses so far, they are set to launch sometime between 2023 and 2025, being pushed back from a 2021 release..

As a start to its larger AR push, Facebook has also announced a Facebook smartwatch, due to go on sale sometime in 2022. The new device will join Facebook’s slowly growing hardware line which already includes a video calling device and a VR range.

AR Wearables

The new watch will include two detachable cameras that wearers can use to take pictures and videos on the go. These can then be shared easily across Facebook and Instagram through the watch, helping create a seamless user experience that blends the real and digital. 

Rumours of a Facebook watch have been around for a while, but there are also rumours of the social platform developing wrist-based AR controls. This would involve a watch-like device that can read muscle movements and translate these into triggers that respond within the digital environment. Essentially, users will no longer have to scroll through the platforms with their hands, but could simply flick their wrists and be taken through their platform feeds.

The watch would be designed to be used alongside Facebook’s AR glasses that are also in development. The social network is developing AR glasses to help users stay connected to others all over the world. They hope to fuse the real world and the virtual world together to enhance daily life. The combination of AR glasses and wrist-based wearable essentially means we will soon be able to be walking human computers.

AR Wearables

The technology will be able to learn and adapt to your scrolling and typing habits over time, creating a keyboard and AR interface that is morphed to you. This means that AR could be faster than a physical interface and constantly available because the user is the keyboard: all they need is the wrist-wearable and AR glasses. 

However, it’ll be a fair amount of time before this is available to consumers. In the meantime, you can buy the non-AR smartwatch next summer for around $400.

Google Glass

Google recently acquired North, a company focused on creating AR glasses. Google revealed it was hoping to use North’s technical expertise to help Google invest in its hardware efforts.

AR Wearables

Google isn’t new to AR or smart-glasses, having released the Google Glass Explorers in 2014, but these were too ahead of their time (and maybe too expensive, costing a hefty $1,500 per pair). In 2020, Google released the Google Glass Enterprise Edition 2, available to consumers for $999. The glasses were designed primarily for jobs within construction and on factory floors as well as in the medical field.

AR Wearables

Google hasn’t announced its plans for using North’s AR glasses tech, but we can assume it will continue developing its Glass range to reinclude smart-glasses designed for everyday consumer use, rather than just for businesses.

The Future of AR and Social

AR wearable technology will offer consumers a seamlessly integrated virtual vs reality experience, enabling them to become human computers wherever they are. It will be easier than ever to connect with others through live-streaming glasses, wrist-watch keyboards and detachable cameras that let you upload content to social media on the go. 

The more commonplace AR wearables become, the more marketing opportunities for businesses. There is the potential for ads in simulated environments, advanced virtual try-ons, location triggered offers and the list goes on. 

Although many social platforms have begun taking huge strides towards creating an integrated ecosystem of digital software and wearable hardware, a fully AR consumer experience is still a good few years away. However, when it is available, it is likely AR wearables will become commonplace (especially with the roll-out and adoption of 5G). Until then, we have to wait and see who will be the first to leap head-first into AR technology.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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What are Twitter Impressions?

June 17th, 2021 by

Twitter is one of the most popular social media platforms globally. The simple but effective communication tool has 3 billion account holders, 330 million monthly users and key insights from 83% of world leaders. 

Given its evident popularity from internet users, it’s no surprise many companies want to create a Twitter presence for their own social media strategies. The fast-paced nature of Twitter means brands can quickly build a strong presence on the platform and easily connect and engage with their desired audience. However, along with the large reach opportunities come various Twitter metrics brands must understand in order to improve. 

Understanding and tracking the right Twitter metrics can help brands make better and more insightful decisions about future marketing campaigns. Metrics give brands key insights into how their audiences interact with their content; analysing and adjusting content accordingly will ensure every interaction is a success. 

Out of all the Twitter metrics available to track, Twitter impressions is one of the most important. Twitter impressions can give your brand an idea of the real reach of your tweets; they are one of the key indicators of your brand’s presence on Twitter. 

Twitter impressions are most accurate when used in conjunction with another metric, for example how Twitter impressions and engagement rate interact. This will let you know if you’re targeting the right segment of Twitter audiences.

Twitter Impressions vs. Reach

Twitter impressions are available to all Twitter users. By adjusting your settings, you can enable Twitter’s native tools and analytics to see activity per tweet. At the bottom of each tweet there is a graph icon that provides data about the tweet including impressions and total engagement.

twitter impressions

Twitter impressions is the total of how many times a tweet has been seen, including timeline appearances and when it has been seen as a result of someone liking the tweet. Twitter impressions does not include whether it has been seen through an external embed on a website or third-party platform—it only includes views on the platform itself.

twitter impressions

Within the Twitter Analytics Dashboard, you are able to see how your tweets have performed over time. You can filter tweets by date range to see how your top tweets have performed. Hovering over each day provides data on organic impressions, promoted impressions and tweets. 

In comparison to this, potential reach is the number of people who may have seen your tweet, including all of those who follow you and the accounts’ followers who retweeted you. For example, if you have 100 followers and someone who retweets you has another 100, your potential reach is 200. 

Combining Twitter impressions and potential reach gives you a clear view on the success of your tweet. For the most accurate reading, you should focus on reach and impressions rather than reach vs. impressions.

How Twitter Impressions & Engagement Rate Interact

The most impactful tweets have high impressions and a high engagement rate. The engagement rate is calculated by dividing the number of engagements by the number of impressions. Engagements include any way a Twitter user interacts your tweet including retweets, clicks and likes. 

Having a low impression number when you have a high follower count might mean your followers are inactive. A high impression number but a low engagement rate means your tweets need work to be more relevant to your audience. If you have a low impression number, you should try tweeting at a different time of day. 

As a result of Twitter’s algorithm, engagement is one of the factors it considers when highlighting a tweet. The more people interact with a brand, the more likely the brand’s tweets are to appear on their timeline. This means that if a brand tweets at a poor time for its audience, the tweet may still be seen in someone’s “In case you missed it” section.

3 Ways to Increase Impressions

Although one of the best ways to increase your impressions is to understand how your audience interacts with you and Twitter as a platform, here are three more methods that will really show you the benefits of Twitter for business.

Post a variety of content consistently

When thinking about the types of content you want to post on your brand’s Twitter, you should consider the 80/20 rule. This is where 80% of content is non-branded. This can include educational content, industry news, conversations starters or meme-style trending content. 

Twitter has different features available in addition to its text-tweets that brands can use to post a variety of content inducing polls, images, videos, gifs and even voice notes.

While it’s important to post a variety of content, you also need to be consistent with posting. By posting inconsistently, your followers may forget you are active on the platform and your engagement will drop. A lowered engagement means your content is less likely to appear on peoples’ timelines. 

twitter impressions

Within the Twitter Analytics Dashboard you are able to see your audience’s top interests. By posting content around these topics, you will be able to appeal to a wider audience. As time goes on and you are able to better understand your audience, you can narrow down the topics you discuss.

Engage with Twitter influencers, celebrities and other brands

An easy way to increase impressions is to engage with others on the platform. Interacting with others within your industry, conversing with influencers or answering your followers’ questions are simple but effective ways to improve your Twitter impressions.

When engaging with your followers (and potential followers),  don’t stop at responding to questions; converse with them on their own tweets. The more you engage, the more impressions you will have.

Use high quality media

Social media users are visually inclined. On a text-based app, Twitter users will be more likely to engage with your tweet if there is an image or video attached. Posting high-quality branded content will help grab your audience’s attention, especially if it is optimised for Twitter.

Another way to include high-quality media is to ensure your blog posts are using images optimised for Twitter. When posting a blog link to Twitter, it will use a preview image.

FAQ’s

What are impressions and engagements on Twitter?

Twitter impressions is how many times your tweet has been seen on Twitter. It includes views by your followers and when it has been seen as a result of someone liking the tweet. 

Twitter engagement is how many times your tweet has been directly interacted with; it includes clicks, likes, replies and retweets. 

How do impressions work on Twitter?

Twitter impressions are available to all Twitter users. By adjusting your settings, you can enable Twitter’s native tools and analytics to see activity per tweet. At the bottom of each tweet there is a graph icon that provides data about the tweet including impressions and total engagement. 

Twitter impressions is the total of how many times a tweet has been seen, including timeline appearances and when it has been seen as a result of someone liking the tweet. Twitter impressions does not include whether it has been seen through an external embed on a website or third-party platform—it only includes views on the platform itself. 

What is a good number of Twitter impressions?

A good number of Twitter impressions depends on the brand and its follower count. However, it is typically considered good if you receive 20% of your audience count. An ideal blend is high impressions and high engagement.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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Sound on TikTok: How Brands Can Use Sound to Drive Impact

June 17th, 2021 by

TikTok has defended its #1 download spot in iOS and Android app stores for over a year. TikTok is an entertainment platform that sparks creativity for millions of people around the world. It’s short-form video content has also changed the way we consume content. 

TikTok offers users every type of content they can imagine, from music videos and dances to lifehacks and vlogs. TikTok has evolved from a music app to a versatile platform. Although, one feature that continues to stand out is sound.   

Sound on TikTok is fundamental to the platform’s success. Content creators on TikTok create sounds as their starting points and engage with audio in an alternative way to other social platforms. TikTok sounds are used to enhance content and elicit emotions to help form connections between users.

What makes sound so popular on TikTok?

Sound has always been an important part of TikTok. Starting as Musical.ly, users were drawn to the app to create short lip-sync videos to popular sounds. In the app we know today, sounds and music have become the driving force behind most trends on the app which has even resulted in influencing global chart music. But why does sound work so well on TikTok? TikTok for Business recently revealed a study by Kantar on TikTok sounds; this is what they found.

Sound is better received on TikTok

According to Kantar’s findings, sound on TikTok is considered more “fun” than other platforms that have audio off as a basic setting. Users also said that sounds on TikTok are more informative, appealing and engaging. This is drastically different to other platforms where users tend to perceive sound as distracting or annoying. This means that brands can use TikTok to evoke feelings in a way that is not possible on other social platforms.

Sound is the “anti-scroll”

On TikTok, sound is the feature that stops users from scrolling. In a digital landscape of endless content, activating the sense of hearing in addition to sight engages the brain to a greater extent, encouraging users to slow down to process the content. Sounds on TikTok draw users in to connect with the content, no matter if it’s organic or paid. In Kantar’s study, 73% of TikTok users said they would stop and watch ads on TikTok with audio—a significantly higher percentage than on any other platform.

Sound is essential to users

Nearly 90% of TikTok users said sound is essential to the TikTok experience. Separating a TikTok from its sound makes the video redundant: it won’t make sense. If brands want to stay relevant to TikTok audiences, they need to use sound as the primary creative driver in content creation.

Sound drives creativity

TikTok sounds inspire users to be creative. TikTok users enjoy finding new sounds and remixing them to create something entirely new. Users are active in building their own audios thanks to their own softwares or by using TikTok’s Duet and Stitch features. Sound encourages users to collaboratively create with other users.

Sound features available on TikTok

TikTok is a platform where dance moves, memes and musical trends thrive. As a result of having music at the heart of the platform, TikTok has its own Commercial Music Library. The TikTok Commercial Music Library has over 150,000 royalty-free tracks from emerging artists to chart-toppers from every genre you can imagine. Including tracks with and without lyrics, TikTok creators and brands are free to create the content they want, with the sounds they want.

TikTok’s Commercial Music Library sounds are available for anyone with a TikTok account to use, but those with TikTok Business accounts can only use sounds from the library. The majority of tracks are licensed to be used worldwide, but within TikTok’s ecosystem. Users can share the TikToks using Commercial Music Library sounds, to any platform, but can’t use the tracks to make content on other platforms. 

In addition to this, TikTok has Immersive Music Creative Effects that creators and brands can use to create content. The effects are powered by real-time and interactive music processing technology; this results in movements and transitions that sync perfectly with the beat of any song from TikTok’s sounds library. 

Users are also able to create their own sounds and voice-overs, but these need to use copyright-free sounds otherwise TikTok will remove the sound, making the content redundant.

How brands can use sounds to grow on TikTok

According to Kantar’s research, TikTok’s sound-positive approach impacts every stage of the customer journey. By using a sound-on approach, brands will be able to achieve three key goals on the platform: boost awareness, communicate new information, and increase favourability and sales.

Boosting awareness

Research found that campaigns on TikTok, ads with sound on performed 2.2 times better than competing ads with the sound turned off. In addition to this, ads on TikTok with sound performed 1.2 times better than ads with sound on alternative platforms.

Communicating new information

TikToks have been proven to spread information effectively. Using sound on TIkTok effectively conveys your brand identity and values to consumers. Nearly 60% of consumers said they have learned something new from a TikTok ad.

Increasing favourability and sales

Compared to other social media platforms, TikTok is the only platform where ads with sound significantly increase purchase intent and brand favourability. For other platforms, using sound can have a negative impact on favourability

Brands using TikTok sounds successfully

Elf Cosmetics

Elf Cosmetics is believed to have been the first brand to commission their own sound for a TikTok campaign. Inspired by Kash Doll’s hit “Ice Me Out”, Elf’s track is called “Eyes Lips Face”—an acronym of the brand’s name.

@justmaikoYall gotta hype me up😜 #eyeslipsface @elfcosmetics #ad♬ Eyes. Lips. Face. (e.l.f.) – iLL Wayno & Holla FyeSixWun

@brittany_broskiI TOLD YALL TO HYPE ME UP !!!!! Smh #eyeslipsface @elfcosmetics #ad♬ Eyes. Lips. Face. (e.l.f.) – iLL Wayno & Holla FyeSixWun

The brand worked with beauty and dance influencers to kick off the campaign, before it began trending on TikTok and users began creating their own content with the sound. The sound currently has over 1.4 million videos created using it, and the hashtag #eyeslipsface has over 7.7 billion views.

@elfyeahY’all better lather up 🧼 Keep your eyes, lips, face safe! 👀👄🤩 #eyeslipsface #elfyeah @illwayno @hollafyesixwun♬ Eyes. Lips. Face. Safe. e.l.f. Cosmetics – elfyeah

@leilaniii2Y’all better lather up…✨ #eyeslipsface #elfpartner @elfyeah♬ Eyes. Lips. Face. Safe. e.l.f. Cosmetics – elfyeah


From the success of this trend, Elf went on to create more sounds inspired by the original: Eyes Lips Face Space, in support of social distancing, and Eyes Lips Famous, to kick off another TikTok challenge campaign.

@avaniit’s time for a clown check 🤡 go on @elfyeah to see my #EyesLipsFamous challenge! #elfambassador♬ Eyes. Lips. Famous. e.l.f. – elfyeah

Revolution Beauty

Revolution Beauty launched a TikTok challenge #iamforeverflawless using a commissioned track called Forever Flawless. TikTok creators were encouraged to share their creations using the brand’s Forever Flawless palettes.

@makeuprevolutionJoin our ##iamforeverflawless challenge! @illumin_arty transforms into her favourite Forever Flawless Palette 🔥♬ Forever Flawless – Makeup Revolution

@bexcxmpbellI joined the @makeuprevolution ##iamforeverflawless challenge! This look is inspired by the Forever Flawless Affinity Palette 💕 AD♬ Forever Flawless – Makeup Revolution


The campaign was launched by beauty TikTok creators and the best creations were reposted onto Revolution’s TikTok page. The campaign hashtag has over 2.1 billion views, and the sound has over 800 videos.

Adult Swim

Adult Swim has been at the centre of a TikTok trend using a sound created by VANO 3000. The sound was uploaded to TikTok on May 24, and it currently has over 450,000 videos created using it; the majority of which are completely free advertising for comedy channel Adult Swim.

@adultswimWe see you #adultswim #adultswimbump #vano3000♬ VANO 3000 – VANO 3000

@blackquarterzip#vano3000 #adultswim♬ VANO 3000 – VANO 3000


The trend involved users recreating Adult Swim bumps between programs. The bumps typically feature jokes and bizarre scenarios through text, time-lapse and other creative camerawork and editing, and they always end with either “[AS]” or “Adult Swim”.

@puffboypaynebe patient, you’ll find your place [AS] #as #adultswim #adultswimbump #vano3000 #fyp #golftok♬ VANO 3000 – VANO 3000

@jooystinnew banger dropping 😉 #fyp #adultswim ib: @8illy♬ VANO 3000 – VANO 3000


The #AdultSwim hashtag has gained over 2.6 billion views as a result of the trend. The channel themselves responded to the trend by creating their own video in the same style. The sound has now been heavily associated with the channel.

Kate Spade

Kate Spade’s most recent TikTok campaign featured a song inspired by Judy Garland’s “Get Happy” called “Happy Dance”. Kicking off the campaign in June with popular dance creators on the app, the fun campaign has already influenced other TikTok creators to make their own Happy Dance content.

@katespade@todrick ’s doing his happy dance. 🕺🏽 hbu? show us yours using #katespadeny♬ Happy Dance – Kate Spade New York

@happykelliChasing my cares away with @todrick & @katespade ! ☀️ #katespadeny♬ Happy Dance – Kate Spade New York


The first video using the sound was created on May 31st, but there are now over 1,500 videos created using it. In addition, the Kate Spade TikTok account has gained over 1,000 followers since launching the campaign.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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Top 5 Influencer Marketing Trends

June 14th, 2021 by

Influencer marketing has been one of the most effective forms of social media marketing for the last few years and this is set to continue. As platforms develop their content features, we are seeing influencers create new types of content and engage with their audiences in new ways. The social media landscape evolves constantly, so it’s important for influencers to identify key influencer marketing trends and changes in order to appeal to brands. Influencers that keep on trend will help brands expand their audience and generate leads and revenue. 

2021 presents brands with the opportunity to really resonate with their audiences again. After 2020, many brands were left in a muddle trying to appeal to an audience stuck inside. Moving to a more digital and ecommerce focus, consumers have begun to favour brands that are accessible online and through social media. White general advertising from brands decreased, influencer marketing experienced a nearly 50% increase. So, it’s safe to say influencer marketing is here to stay.

What is influencer marketing?

Influencer marketing is where a brand leverages the existing reach of an influencer. In partnerships, influencers can endorse your product or co-create content with the intent to increase brand awareness and drive sales. There are various types of partnerships including discount codes and affiliates, competitions and giveaways and post sponsorships, to name a few.

Why You Need Influncers ?

influencer marketing trends

Influencers have already created a strong relationship with their followers. They know the type of content their audience is interested in, the times they’re most online and, most importantly, have created trust. 

Only 1% of millennials trust advertisements, but over 30% will trust a blog review. 40% of consumers have bought a product online after seeing an endorsement from an influencer on social media. 

Influencers are a way to open a line of communication between brand and consumers. They’re a modern-day, mass-scale version of word of mouth marketing.

5 Key Instagram Marketing Trends 2021

Influencer marketing can be incorporated directly into your brand’s overall marketing strategy or can be used as a one-off to boost awareness and sales. Either way, we’ve listed the top 5 influencer trends you should keep an eye on in 2021.

Live streaming popularity set to continue rising

As a result of various lockdown restrictions, many consumers were left without real-life connection and human interaction. To fill this gap, they began turning to live streams. This real-time communication method with influencers slowly filled the need for meaningful connection.

influencer marketing trends

In Q3 of 2020 alone, consumers watched over 7.4 billion hours of live streamed content—a huge 92% growth YOY. 

Amazon Live created shoppable live streams, IGTV and Twitch boomed, and don’t get us started on the impact of TikTok. Thanks to platforms investing heavily in the development of live streaming features, many businesses are planning to continue streaming as a priority post-pandemic. 

We’ve seen a huge surge in live streamed concerts and events hosted by Influencers (including YouTube’s Beauty Festival) and this is set to continue post-COVID. Live streaming makes exciting content accessible to everyone globally. 

Influencers will help continue the importance of live streamed content thanks to an influencer’s marketing strengths: authenticity and creating an online buzz.

TikTok and TikTok Creators will continue to dominate online

TikTok’s growth in 2020 was outstanding and it shows no sign of slowing down in 2021. The platform boasts over 800 million users, 75% of whom are daily active users. 

TikTok has focused on enticing creators to post on the app. The Creator Fund was set up to pay influencers for their work. Pairing this with the possibility of a highly-viral win, many creators have started focusing on creating high-quality TikTok content. For brands wanting to target Gen Z, TikTok will be a good place to stay relevant with them.

Celebrities lose their relevance

While influencers are more popular than ever, celebrities are quickly becoming irrelevant to consumers. The pandemic pointed out huge, unrelatable differences between celebrities and consumers (think a tone-deaf rendition of “Imagine” or feeling trapped in a 1.3 acre property). The pandemic highlighted how untouched celebrities were by COVID and this has led to the swift decline of celebrity influence.

influencer marketing trends

Celebrities may be a way to reach a huge audience, but celebrity and brand partnerships are seen as inauthentic by consumers. The lack of authenticity is incredibly off-putting to consumers, so it’s wise that businesses put their marketing budgets elsewhere… to micro influencers, perhaps.

Micro and nano influencers will reign supreme

Nano and micro influencers should be a brand’s go-to when it comes to influencer marketing in 2021. Nano and micro influencers are influencers who have just a few thousand followers, compared to hero or celebrity influencers with millions. What they lack in following, they make up for in engagement. 

Due to the oversaturation of influencers on social media, engagement rates have been swiftly declining. However, those with less than 25K followers have an average engagement rate of around 7%. 

Micro influencers are considered to be real experts within their niches. By focusing on smaller influencers, brands will be able to stretch their influencer marketing budgets while working with influencers that are incredibly well connected to and engaged with their audiences. Working with smaller influencers is beneficial to both brand and influencer.

 Ongoing partnerships beat one-off partnerships

Throughout 2021, it is expected that brands and influencers will begin creating long-term partnerships instead of one-off sponsored posts. The reasoning for this is that consumers are now demanding authenticity, something hard to achieve with a one-off post. Consumers are unwilling to part with their money for an ingenuine partnership, so creating a long-term partnership with influencers helps build the authenticity needed.

FAQ’s

What are future trends in influencer marketing?

Within influencer marketing, we expect to see a continued shift towards more authentic partnerships online. 

Live streaming is set to continue to grow as platforms develop their live streaming (and ecommerce) capabilities. Celebrities will continue to lose their influence, but micro and nano influencers will be high in demand. 

TikTok will continue to be a driving force for social media trends and creators. 

Is influencer marketing effective?

Yes. Only 1% of millennials trust advertisements, but over 30% will trust an influencer review. 40% of consumers have bought a product online after seeing an endorsement from an influencer on social media. 

Influencers are a way to open a line of communication between brand and consumers. They’re a modern-day, mass-scale version of word of mouth marketing. 

How do influencers affect trends?

Influencers are the primary driving force behind trends online. They are seen as individuals with trusted opinions, so a product recommendation from an influencer can go a long way. Influencer trends, more often than not, generally end up being popular with most consumers. 

How many followers do you need to be an influencer?

There are different categories of influencers for follower ranges, but nano-influencers have at least 1,000 followers. 

How can you build a powerful influencer marketing strategy in 2021?

When building an influencer marketing strategy, you need to ensure you’re using influencers that are relevant to your audience; this includes using influencers who are on relevant platforms. While large influencers can help boost brand awareness, micro and nano influencers can really help drive sales.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

Socially Powerful

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What is Affiliate Marketing? Everything you need to know!

June 14th, 2021 by

Affiliate marketing is the process by which someone (an affiliate) earns money (commissions) everytime they promote a company’s product or services and drive a sale. Affiliates are only paid when a sale is made, similar to commission-only sales representatives.

What is affiliate marketing?

Affiliate marketing is a newer development under the digital marketing umbrella. Affiliate marketing provides individuals with unique URL IDs or promotional codes that reward influencers with commission when they bring in new customers or sales. These personal IDs are called affiliate links. The overall goal of affiliate influencer marketing can depend on brand to brand, but it generally drives traffic to websites or products and generates leads and acquisitions for businesses.

Affiliate marketing works by spreading the responsibilities of product marketing between all parties involved. This means it leverages the abilities of a variety of individuals for a more influential marketing strategy. There are three main parties involved in affiliate marketing: publishers, merchants and consumers. 

In online affiliate marketing, the publisher is the individual (or individuals) that promotes the product or service and receives a commission. These can be bloggers, website owners or influencers. They are typically called affiliates and can range from being a single person or a company. 

Merchants (also known as advertisers) are the companies that own the product, service or offer. The merchant will only pay an affiliate when there has been a transaction through their efforts. 

what is affiliate marketing

Consumers are the people who are buying the affiliate product or service through affiliates. 

There is an optional fourth party: affiliate networks. They are the marketplaces or affiliate marketing platforms in between affiliates and the merchants. An affiliate network would be Amazon; affiliates could work with a brand directly, but choose to earn commissions through the Amazon Affiliate Program.

Why use affiliate marketing?

Affiliate marketing offers brands and affiliates a cost-effective and mutually-beneficial channel to drive sales, generate conversations and earn money online. Affiliate marketing typically leverages smaller creators and influencers that have the ability to influence the purchasing decisions of their audiences. 

This strategy predominantly focuses on nano to micro influencers, which can mean that in order for the affiliate programs to be profitable, brands need to consider a long-term investment. Macro and other larger influencers can be leveraged for this strategy, however they are often significantly more expensive. To leverage macro influencers, a brand should have a pre-established relationship with the influencer. This will bring the cost and commission down, and seem more natural to the audience of the influencer.

Using affiliate marketing presents brands with the opportunity to develop numerous and strong relationships with influencers. By working with micro influencers, a brand will be able to develop a relationship as the influencer’s audience grows. In addition, this strategy means content creators and influencers are creating high-quality content for your brand that is hyper-relevant to their audiences. 

It has been proven that consumers generally trust reviews by influencers, so much so that eight out of ten have purchased a product based on an influencer review. By using affiliate marketing, your brand can tap into this trust. In addition, the influencer is more incentivized to promote your brand or product well so it earns a higher commission rate.

How to use affiliate marketing

Amazon has two very-well developed programs: Amazon Associates and Amazon Influencers. By combining these programs, Amazon has been able to create a top affiliate program. Working within or external to the platform, Amazon has enabled individuals all over the world to become affiliates and earn a passive income.

what is affiliate marketing

If working externally to the platform, Amazon Associates must create a profile, find products they want to share, and then earn up to 12% commission. 

Within the marketplace, Amazon Influencers can earn commission. Amazon Influencers can create their own storefronts that feature their favourite products; if an audience member makes a purchase through a storefront, the influencer earns commission.

Amazon’s affiliate marketing services are an example of the optional fourth party: networks. 

While brands and influencers can tap into the benefits of affiliate influencer marketing through a pre-existing platform, brands can create their own programs. 

Fast-fashion brand Boohoo has its own affiliate program. Boohoo offers an affiliate spot to anyone with a website or blog and offers commission on validated sales (excluding delivery charges and VAT) that affiliates drive to its site.

To entice affiliates into their program, they offer exclusive affiliate perks such as blogger shops, VIP schemes and increased commissions for those who perform the best.

FAQ’s

What is affiliate marketing?

Affiliate marketing is the process by which someone (an affiliate) earns money (commissions) everytime they promote a company’s product or services and drive a sale. Affiliates are only paid when a sale is made, similar to commission-only sales representatives.

Who are the Parties in Affiliate Marketing?

There are 4 key parties in affiliate marketing: the publisher, network, advertisers and consumers.

The publisher is the individual or individuals that promote the product or service and receive a commission. These can be bloggers, website owners or influencers. They are typically called affiliates and can range from being a single person or a company. 

Affiliate networks are optional. They are the marketplaces or middlemen between affiliates and the product or service owner. An affiliate network would be Amazon; affiliates could work with a brand directly, but choose to earn commissions through the Amazon Affiliate Program.

Advertisers (also known as merchants) are the companies that own the product, service or offer. The advertiser will only pay an affiliate when there has been a transaction through their efforts. 

Consumers are the people who are buying the affiliate product or service through affiliates. 

How does affiliate marketing work?

Affiliate marketing works by spreading the responsibilities of product marketing between all parties involved. This means it leverages the abilities of a variety of individuals for a more influential marketing strategy. The best affiliate program will use a balance of all skill sets to ensure an effective program. 

What is an example of affiliate marketing?

An example of affiliate marketing is when an influencer provides a personalised discount code, or is given a specific landing link it can use across social media (Instagram’s “Swipe Up” Story option, for example). 

What are the best affiliate marketing methods in 2021?

The best affiliate marketing method to use in 2021 is influencers as affiliates. Influencers already have a loyal and engaged following that trust their opinions. Trust is a key influential factor in purchasing. Influencers can not only increase sales, but lend their credibility to your brand, improving your overall brand presence.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

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Weekly Marketing News, 11th June 2021

June 14th, 2021 by

This week we’ve seen huge Instagram updates, Wasteminister, viewer loyalty, TikTok ban dropped, Burger King trolls competitors, the impact of sound on TikTok, Facebook smartwatch and YouTube copyright changes. 

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…

INDUSTRY NEWS

1. Donald Trump-era ban on TikTok dropped by Joe Biden

President Joe Biden has revoked an executive order from his predecessor Donald Trump banning Chinese apps TikTok and WeChat in the US. The ban faced a series of legal challenges and never came into force. Instead, the US Department of Commerce will now review apps designed and developed by those in “the jurisdiction of a foreign adversary”, such as China.

PLATFORM NEWS

2. Instagram rolls out several updates to branded content

Creators can now tag up to two brands in a single piece of branded content, and each brand will be able to see the other before approving. Creators can also request approval from a brand and publish their content while awaiting a response, and that content will appear with the paid partnership label but without a brand name until approval is granted.

3. Instagram will let creators earn shopping referral commissions, part of Facebook’s monetisation push

Instagram will begin testing a native affiliate tool that will let creators earn commissions for purchases made by followers based on their recommendations. Sellers set their own commission rates, and affiliate posts will be labeled “Eligible for Commission” so users know their purchase will support the creator.

4. YouTube adds new tools to detect copyright violations and block them within the upload process

YouTube is rolling out some new options to give users more capacity to stop copyright violations in uploads, and detect potential IP infringements within the app. A new element in the copyright claim process which will enable creators to tick a new box when reporting a copyright violation in order to ‘Prevent copies of these videos appearing on YouTube going forward’ in the detection/removal options.

TECH NEWS

5. Facebook plans first smartwatch for next summer with two cameras, heart rate monitor

Facebook is taking a novel approach to its first smartwatch, which the company hasn’t confirmed publicly but currently plans to debut next summer. The device will feature a display with two cameras that can be detached from the wrist for taking pictures and videos that can be shared across Facebook’s suite of apps, including Instagram.

INSIGHTS

6. Video game influencers draw the most loyal fans, and media companies can learn from them

YouTube creators, especially in the video game sector, have easily the most loyal online audiences measured in a new survey by Tubular Labs. YouTube viewers watching gaming content are 53 percent more loyal i.e. provided “repeated viewership across digital audiences” – than the average YouTube audience member. Dependable, repeatable content produced by Gaming, Entertainment and Sport categories delivers more repeated viewership than Travel and DIY categories, which lend themselves better to one-off viewing.

7. Kantar report: How brands are making noise and driving impact with sound on TikTok

On TikTok, sound isn’t just the extra furniture or an afterthought: it’s fundamental to the platform. Users create with sound as their starting point. They engage with audio in a new and different way that enhances its ability to elicit emotion and forge meaningful connections. What makes sound different on TikTok?

WORK WE LIKE

8. Wasteminster: A Downing Street Disaster

Greenpeace recreated what would happen if the plastic waste exported by the UK in one day was dumped on 10 Downing Street. The powerful advert highlights how much plastic waste the UK dumps on other countries by showing what it would look like piled up on Boris Johnson’s doorstep. 

9. Burger King trolls Chick-fil-A with LGBTQ donations during Pride

Burger King will make a donation to the Human Rights Campaign (HRC) for every Ch’King menu item sold during Pride month. Through June 30, the chain will contribute 40 cents per chicken sandwich sold, with a maximum donation of $250,000, per the brand’s tweets. The brand says the deal is applicable “even on Sundays,” likely a shot at competitor Chick-fil-A, which is closed on Sundays and has a history of donating to anti-LGBTQ charities.

Our influencer and social marketing services are located worldwide, with our agency network based in the USAUKUAE and China.

If you want to receive our industry insights, visit our influencer marketing blog here.

Socially Powerful

 

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