Weekly Marketing News, 17th June 2022

June 23rd, 2022 by

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

What is this?

Each week, Socially Powerful get together and share industry news and what is inspiring us from The World of Social Media, Advertising, Influencer Marketing, Gaming and more…

PLATFORM NEWS

  1. Twitter launches Communities 

Twitter launches Communities

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

2. How do users respond to TikTok promotions?  

How do users respond to TikTok promotions?

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

3. YouTube Shorts boasts 1.5 billion monthly users 

YouTube Shorts boasts 1.5 billion monthly users

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

WORK WE LIKE

4. Amazon leverages influencers for clout 

Amazon leverages influencers for clout

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

5. Dacia’s drives EV sales in Rocket League

Dacia’s drives EV sales in Rocket League

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

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 News

TikTok: Your New Travel Guide

June 22nd, 2022 by

Summer is finally here. As we prepare for a summer with limited COVID restrictions, people are looking for exciting adventures in new locations. However, instead of crawling through thousands of search engine pages, many are turning to TikTok. 

TikTok has long been recognised as a key platform for users to discover and learn about almost anything. Travel accounts on TikTok grew to popularity towards the end of the first lockdown restrictions, where international travel wasn’t yet allowed, but people could take stayscations and explore their own countries more. From there, travel content on TikTok has flown to new heights, with many users posting flight and travel hacks, dream travel locations, local tours, and hidden gems. 

TikTok is a social platform that rose to popularity due to its uncut and authentic nature. TikTok’s authenticity has resulted in the platform becoming a culture-hub, where people share their experiences, rituals and celebrations. When inserting this authenticity into a travel context, TikTok users are able to discover (or share) new destinations in a completely transparent way. 

TikTok offers the travel industry a new channel to be unfiltered and will be playing a huge part in getting people to travel again. The platform offers itself well to tell authentic and engaging stories in a digestible way. This is a big opportunity for the travel industry because it has to portray itself as a model of responsible tourism, thereby encouraging travellers to be responsible too. 

As we have entered a time where consumers are considerably more conscious, responsible tourism is going to be incredibly important. The travel industry needs to realise that TikTok is a natural partner that can maximise the potential for brands to thrive in the online space. 

While TikTok has a very wide user base of all ages, the majority of users are under 35. This means the travel industry has the chance to target the new generations of travellers and holidaymakers. The new generation of travellers are excited to see the world, but want a unique experience compared to what’s been offered before. Younger generations want to be immersed into a cultural experience, not just look in from the outside; TikTok can help travel brands achieve this. 

Younger generations are tired of the glossy-magazine aesthetic that has been popular for decades. TikTok offers travel brands the opportunity to step away from this and marketing their products, destinations and services in a new, relevant and unfiltered way.

The move to consumers using TikTok as a travel guide isn’t entirely surprising. Social media users have gradually been using social platforms as discovery and research tools more frequently over the past few years. What is surprising, however, is the sheer volume of people using TikTok for travel ideas. 

The official TikTok hashtag for travel (#TikTokTravel) has over 30 billion views by itself. This isn’t even including the other travel hashtags, such as #travel, #traveltok or #traveltiktok, which also have billions of views. 

There are travel TikToks for almost every destination imaginable, and they really do inspire people to get out there. 

While some travel brands have taken TikTok under their wings and are flying high on the platform (Ryanair, we’re looking at you), there is still an underwhelming amount of travel brands active on the platform. If you’re a travel brand targeting anyone under the age of 55, Costa del TikTok should be your go-to destination. 

If you’re interested in hearing more about how TikTok can help the travel industry, our very own Head of Strategy, Lloyd Williams, will be hosting a talk at the TravelTech Show in London on 29 June at 3PM. It’ll definitely be a talk you don’t want to miss!

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 Social Media Marketing News, Social Media Platforms

Top UK Social Marketing Agencies in 2022

June 21st, 2022 by

Social media marketing is one of the most impactful marketing methods available to brands nowadays. While it offers brands the opportunity to reach new audiences, it has to be done well. Working with a social marketing agency can ensure your social media efforts are relevant, optimized, and resonate with your target audience. 

Finding the right social marketing agency can be a grueling and tricky process. We’ve pulled together this blog to show you why and how you can go about finding the best social agency for you. 

What is a social marketing agency?

A social marketing agency is a creative agency that develops, executes, and optimizes social media strategies on behalf of their clients. Social marketing agencies often manage social accounts on behalf of their clients and run social media and social media marketing campaigns across various social media platforms. 

What does a social marketing agency do?

Social marketing agencies help brands achieve their social media goals by creating a bespoke social media marketing strategy and campaign. Their work begins with a complete analysis of their client’s current social media presence and customer journey to understand how their social media marketing services can seamlessly integrate into their current efforts. 

Why do companies need social media marketing?

Businesses need social media marketing because it is one of the most effective ways to communicate with and engage audiences. As consumers have begun spending more of their free time on social media, this presents brands with the opportunity to engage them natively within social media feeds. 

In addition to this, consumers now demand authenticity from brands. Using social media, brands are able to humanise themselves through different content types, community management, and influencer marketing. 

What are the benefits of social media marketing?

The benefits of social media marketing are exponential. One of the main benefits is the increase in brand trust and recognition. During the consideration phase of a customer’s buying journey, nearly 60% of consumers check a company’s social media profiles. Having a social media presence that is active, organic, and presents a consistent view of your branding can improve levels of customer trust. 

Another benefit of social media marketing is that it opens a direct line of communication to a brand’s target audience. Not only can this help provide excellent customer service, but can help build a rapport with audience members. Developing an emotional bond with customers will encourage brand loyalty. 

Social media has become a great place to build online communities of like-minded people that are interested in your brand and content. Virtual communities for many, are places where they feel seen and heard. If a brand shows to listen to its audience, it will prove it cares about its customers’ opinions and needs, further building brand loyalty. 

What makes a top social marketing agency?

A top social marketing agency will have various tools, platforms, and databases at their disposal. Top social media marketing companies understand the importance of data and insights. Data and insights can accurately inform social media agencies on audience analytics, including key demographics, psychographics and social media usage. These can help agencies create the most relevant strategies and campaigns for each client goal. 

Another trait top social marketing agencies have is proactivity. Due to the pace of social media trends, agencies need to be proactive as well as reactive. Top social agencies can identify key trends before they go viral, meaning their clients can be first on the scene to show their cultural relevance. 

Why hire one of the best social marketing agencies?

The social media marketing process can be complicated and time consuming. A social media marketing agency can handle all social media responsibilities, from ideation and content creation to community management and campaign reporting. 

When hiring a social media agency, you can trust that your social media efforts are safe in the hands of experts, allowing you to continue with other business operations. Social agencies are full of social scientists who live and breathe all things social media. They understand platforms, algorithms and influencers inside out. 

What can I expect from a social marketing agency?

Social marketing agencies can help clients with end-to-end social media services, activating across different platforms. They can help you identify the platforms best suited for your audience, create campaign concepts and activation ideas, find and vet influencers, own community management, assist in content creation, and more. 

How to choose the best social media marketing agency for you

With so many social marketing agencies out there, it can be tricky finding the right one. Here are some things to consider when looking for a social agency. 

Creativity: Consumers choose brands that inspire them with their creativity. Social media is the best place to share it. The best social media agencies should be able to assist and inspire you with their creativity and vision.

Experience: A key element to consider is an agency’s previous experience. Has it created campaigns similar to your brief? Has it activated social media strategies for clients within your industry? 

Tools: An important question is asking about which tools, platforms and databases an agency has access to. 

Multi-Channel Usage: Each social media channel has its own dynamics and algorithm. A social media agency should know the differences of each channel, follow the new ones and share new posts according to it.

KPIs: You should treat social media as a lead generation and retention channel. You should define KPIs from the beginning with your social media marketing agency and be data-oriented.

Strategy: The social media landscape is very dynamic and ever-changing. New trends and updates are introduced to platforms regularly. The best social media agencies stay up to date with them to offer you new strategies.

Top 6 social marketing agencies in 2022 

So, who are the top social marketing agencies in 2022?

1. Socially Powerful

Socially Powerful (yes—that’s us!) is a global social marketing agency. With HQ based in London, Socially Powerful offers impactful end-to-end social media services on a global scale.

Our end-to-end services can assist your brand across all social media activities, from social strategy and community management to paid media. We are an agency full of people who live and breathe all-things social and influencer marketing

The social landscape changes at an incredible rate. We continually ensure we are plugged in to the latest social trends to ensure our services are relevant to you and your audience. Not only does this mean we are ahead of the curve for social features such as social commerce, but it helps our campaign ideation, and social video and content production too. We develop hyper-relevant campaigns that resonate with global audiences, generating long-term business impact for our clients. 

Although our HQ is in London, we have offices in key locations across the globe, including the US, Europe, Middle East and China. 

2. Social Chain 

Social Chain is a creative agency that develops social-first campaigns for consumer brands. 

Social Chain - Social Marketing Agency

Social Chain is one of the world’s largest social-first publishers, with over 80m followers across Facebook and Instagram, allowing the agency to distribute its client’s content on its own organic channels.

Previous clients include Superdry, T-Mobile, Sony, Puma, McDonald’s, Mastercard, Coca-Cola, Braun, Apple, Adidas, and more!

They have offices in Manchester, London, New York & Berlin.

3. We Are Social 

We Are Social is one of the largest global social media agencies, with over 1,000 employees. We Are Social believes in people before platforms, and uses the power of social media to drive business value through storytelling, creativity, craft and innovation. 

We Are Social - Social Marketing Agency

Describing themselves as a ‘socially-led creative agency,’ We Are Social is now one of the world’s biggest social media agencies, having over 1,000 staff members.

As well as collaborating with influencers, they use paid media to reach the right audiences and achieve measurable results.

We Are Social has many offices across the globe. 

4. Influencer 

Influencer was founded by one of the most popular YouTuber’s back in the day, Caspar Lee. His experience in the influencer space has resulted in a powerful influencer agency. 

influencer

Influencer uses a mixture of branded content, paid media and careful advertising audits to ensure all content aligns with ASA regulations. 

5. IMA

Influencer Marketing Agency (IMA) is one of the oldest influencer marketing agencies available, launching in 2010.

IMA - Social Marketing Agency

It has an in-house team that includes strategists, producers, influencer project managers, designers, developers, digital marketing analysts, and social media experts.

They have over 19 million influencers in their network, in 1000s of niches, across 100 markets worldwide, offering growth opportunities for big-budget brands.

6. Spin Brands

Spin Brands is a social agency that strives to connect brands to the modern consumer by engaging with them on platforms they spend their free time. 

Spin Brands

They specialize in brand relationships, creative execution, strategy evolution, and performance. 

Our Influencer marketing agency is 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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Posted in Social Media Platforms, Social Trends

An Introduction to Influencer Marketing on Social Media

June 10th, 2022 by

Influencer marketing on social media has become one of the most impactful marketing methods available to date. Social media and influencer marketing go hand-in-hand to help brands natively target engaged audiences across activated social platforms. 

Influencer marketing was once considered a marketing fad, but as people began spending more time scrolling through social media for entertainment and discovery purposes, it became a constant piece of marketing spend. 

Influencer marketing can be incredibly impactful when done correctly, but detrimental when not. Working with an influencer marketing agency can ensure your social media influencer advertising strategy is optimised from the beginning. From creative ideation, to strategy, influencer outreach and vetting, campaign activation, and reporting, an influencer marketing agency can give you the expert advice and support you need to get started. 

But what is influencer marketing on social media?

Influencer marketing on social media is a digital marketing method that utilises individuals with prominent followings or engagement on various social media platforms. These influencers can promote brands, products and services to their audience for monetary compensation or product gifting. 

Why does influencer marketing on social media work? 

Consumers nowadays have become wary of branded content online, but specifically on social media. Using influencers helps brands bypass this distrust as they help humanise the brand with their perceived authenticity. Influencers have worked hard to build trust with their audiences, meaning their recommendations are heavily considered in purchasing decisions. 

In addition to this, influencer content can natively target audiences. Their content appears as users scroll through their Home feeds or For You Page, meaning users don’t immediately realise they are being advertised to. This means audiences will pay more attention to the content initially because it is from a creator they enjoy. 

Influencers understand social media. They make use of the different features social media platforms have available because it not only provides a variety of content to their audience, but increases organic reach—it’s a win-win situation. Working with influencers gives brands access to this knowledge, meaning brands can have a variety of content created specifically for them. This can be posted to the influencer’s channel or be curated and reposted to the brand’s channel. 

Influencer marketing offers brands access to hard to reach audiences, especially if they opt to use micro influencers. Although micro influencers don’t have the largest followings, their audience base is hyper-engaged, meaning they often have higher conversion rates. 

FAQs

Why are social media influencers good for marketing?

Social influencer marketing is good because consumers have become wary of branded advertisements. They have lost trust in brands being honest in their promotions. Influencers allow brands to bypass this distrust. Influencers have earned their followings by acting as experts within their chosen fields, meaning their opinions are respected by audiences. 

What is the best social media channel for influencer marketing?

Influencer marketing on social media can be hugely impactful. There’s no definitive answer to which social media channel is best for influencer marketing because it completely depends on the brand, audience, messaging and social media influencer campaign goals. 

Each social platform has its own benefits. So when considering influencer marketing on social media, you need to understand and assess exactly what each platform offers, its primary audience base, and the types of influencers or creators available. 

Instagram influencer marketing and Facebook influencer marketing will offer completely different results, even if the content and strategy is relatively similar. 

What is social influencer marketing?

Influencer marketing on social media is the process of using social media users with large and/or engaged followings to promote your brand, products or services on different platforms.

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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Posted in Social Media Platforms

Weekly Marketing News, 10th June 2022

June 10th, 2022 by

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

What is this?

Each week, Socially Powerful get together and share industry news and what is inspiring us from The World of Social Media, Advertising, Influencer Marketing, Gaming and more…

PLATFORM NEWS

1. YouTube debuts shoppable Shorts

YouTube debuts shoppable Shorts

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

2. Instagram experiments hiding followers 

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

3. TikTok usage trumps YouTube

TikTok usage trumps YouTube

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

4. YouTube launches custom tarot card experience

YouTube launches custom tarot card experience

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

5. Instagram launches pinned posts

Instagram launches pinned posts

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

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 News, Social Media Marketing News

Monthly Beauty Roundup: May 2022

June 10th, 2022 by

Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry. So, who’s been busy in the beauty world this month? 

Trend spotlight

Skincare-infused makeup

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

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

Creator spotlight

Hannah Tyre

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

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

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

Brand Spotlight 

Jones Road Beauty

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

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

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

Content spotlight

Garnier: Ultimate Blends

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

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

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

Murad: Correct & Protect Serum

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

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

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

Medik8: Crystal Retinal 

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

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

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

Caudalie: #HowDoYouMist

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

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

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

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

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Posted in News, Social Commerce

TikTok Advertising Updates

June 10th, 2022 by

TikTok is still the app everyone is talking about, even two years after its initial boom. Given its continuous growth and popularity, TikTok is an obvious platform for advertising to audiences of all ages and interests. People go to TikTok for the latest trends, discover new products and brands, and to be entertained by creators. 

Over the years, TikTok has introduced various advertising solutions for brands, including (but not limited to) In-Feed ads, Brand Takeovers, Top View, Branded Hashtags and Branded Effects. Recently, TikTok has launched new advertising solutions that enable brands to more effectively target their desired audiences. 

TikTok Pulse

TikTok Pulse is the new contextual advertising solution that allows advertisers to place their brand next to the top content in the For You Feed. The solution is intended to keep brands on the pulse of entertainment and culture on the platform. By advertising in Pulse, brands will appear among the top 4% of all videos of TikTok in 12 categories, including beauty and personal care, fashion, cooking and baking, automotive, and gaming, to name a few.

Not only will brands appear by top performing content, they can also be confident that they will appear alongside verified content. To ensure brand sustainability, TikTok’s proprietary inventory filter will create a safe environment for brands to promote within. 

Brands are not the only ones benefiting from the new advertising solution. Pulse will be TikTok’s first exploration into advertising revenue sharing with creators, public figures and media publishers. Creators with at least 100K followers are eligible to receive a reward from partnering with brands in Pulse—the split is currently 50/50 of revenue earned. 

Branded Mission

TikTok has launched a new programme, Branded Mission, which will allow creators to make money by taking part in branded content challenges. Brands will select clips submitted by creators for their promotional campaigns. 

TikTok says, “This new form of two-way engagement between brands and creators enables the TikTok community to have a creative hand in the ads that are a part of a brand campaign and helps brands discover emerging creators broadly across TikTok.” 

Brands can set up a Branded Mission on the platform, and creators with over 1K followers can decide which ones they want to participate in and submit up to three videos. Brands will then select their favourite videos from the submissions and amplify them through promoted ad traffic. 

The chosen creators then receive a cash payment, though the payment amounts, at least at this stage, won’t vary based on individual video performance—each Mission will list earnings potential based on how much the brand is willing to pay. 

The new Mission helps TikTok solve its issue of paying creators; the app has been repeatedly criticised by creators for not offering enough compensation for their efforts on the platform.  

Updated Creator Centre 

TikTok has added new insight elements to its Creative Centre platform, which provide data on trending songs, hashtags, regional performance stats, key influencers and more. The new insights provide significant research value, helping marketers dig deeper into top trends in the app. 

Updated Creator Centre 

The new updates offer insights into trending song performance, including popularity over time and the specific demographics using said sound and their selected interests. 

In addition, you can look up trending hashtags and access their popularity by region, alongside which creators are aligned with each. 

The advanced insights can be helpful in guiding your own TikTok content approach, and determining key influencers you may want to work with to help amplify your TikTok campaigns. 

WooCommerce partnership 

TikTok has partnered with WooCommerce to offer merchants the opportunity to connect their stores to the platform. Merchants can sync their product catalogue to TikTok and unlock specific ad formats including Collection and Dynamic Showcase ads. 

WooCommerce partnership

Users have access to advanced TikTok Pixel to target ads to the right shoppers, optimise campaign results and maximise return on ad spend. 

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Posted in Social Media Marketing News

Weekly Marketing News, 20th May 2022

May 24th, 2022 by

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

What is this?

Each week, Socially Powerful get together and share industry news and what is inspiring us from The World of Social Media, Advertising, Influencer Marketing, Gaming and more…

PLATFORM NEWS

1. TikTok “Branded Mission” ad product 

TikTok Branded Mission ad product

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

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

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

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

3. Watch and loop YouTube video best-bits 

Watch and loop YouTube video best-bits

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

WORK WE LIKE

4. Katy Perry’s Just Eat jingle

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

5. Maltesers supports maternal mental health  

Maltesers supports maternal mental health

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

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Posted in News

The Older Generations are Taking over TikTok

May 24th, 2022 by

TikTok is typically referred to as a social platform for teens, but this isn’t entirely true. TikTok has evolved from a lipsycing app, to a dance app, to a general entertainment (and often educational) platform. With an addictive algorithm providing endless content, TikTok has created a space for users and entertainers to enjoy consuming and creating content. 

While over 70% of TikTok users are aged 34 or below, the number of users aged 35+ is growing rapidly. In recent months, the number of accounts belonging to users aged 60 and older with millions of followers has increased. These older users use the platform to share their life stories and knowledge, and share their energy with other users. Many have succeeded in reshaping expectations in how older generations use technology and behaving on social media and offline. 

Older TikTok users have become incredibly influential creators and are leading a counter-cultural phenomenon where they challenge the stereotypes of old age by embracing and celebrating their age. This is particularly noticeable in older female users, who reject the stereotype that older women are passive, mild-mannered and weak and present themselves as fierce. 

With millions of followers, these older users have an immense reach that could completely transform age stereotypes that are prolific on social media. 

Ageism is prevalent on social media, especially within younger generations. An example? Younger social media users quite literally called COVID-19 ‘Boomer Remover’. 

The presence of older users on TikTok means that these ageist viewpoints are challenged and aren’t left to fester in an echochamber. In a paper by Dr Reuben Ng, it was discovered that 71% of videos uploaded by older generations were used to defy age stereotypes. 

The research also discovered three themes in content created by older people on TikTok. The first is defying age stereotypes, the second is making light of age-related vulnerabilities, and the third is calling out ageism. 

So, who are the older TikTokers paving the way for their generations?

The Older TikTok users to know 

Lonni Pike (@greyhairandtattoos)

Lonni is a fashion and lifestyle TikTok creator with just under 1 million followers. She started her account to show TikTok users that women over 50 can still dress how they want, look how they want and act how they want. 

@grayhairandtattoos Reply to @jilar6723 OOTD #MyStyle #outfit #fit #ootd #readysetshop #fyp #foryoupage #foryourpage #grayhairandtattoos #winterfit #drmartens #levi #w ♬ Steven Universe – L.Dre

The Retirement House (@retirementhouse

Content creation houses have been popular on TikTok for years, but the latest one to take over the platform is a little different to the traditional house. The Retirement House is made up of a collective of elderly TikTok users including Rose, Curtis, Mabel, Eugene, Bubbe and Larry. The House went viral almost as soon as it launched, and now has over 3.6 million followers. 

@retirementhouseif you were born on october 12th 1877 at the massachusetts general hospital lmk♬ About Damn Time – Lizzo

The House shows that you can absolutely still have fun later in life. They regularly join in on TikTok trends and create comedy sketches that are amusing to people of all ages—they’ve even worked with some big brand names including Fenty Beauty. 

@retirementhouse hot girl summer is here! ☀️ get ready with the new #sunstalkr bronzer from @Fenty Beauty #fentybeautysponsored ♬ original sound – Retirement House

Lillian Droniak (@grandma_droniak

Grandma Droniak went viral back in April following a TikTok video explaining her funeral rules: 1) cry, but not too much, 2) Bertha isn’t invited, 3) get drunk afterward. At 92, Lillian is one of the oldest (and sassiest) creators on the platform. Not only does she have a loyal following of her own, she’s also the grandmother of popular creator, Kevin Droniak. 

Grandma Droniak went viral back in April following a TikTok video explaining her funeral rules: 1) cry, but not too much, 2) Bertha isn’t invited, 3) get drunk afterward. At 92, Lillian is one of the oldest (and sassiest) creators on the platform. Not only does she have a loyal following of her own, she’s also the grandmother of popular creator, Kevin Droniak. 

@grandma_droniak my first transition video how did i do #transition #grandma #single #widow #widowsoftiktok #fyp ♬ som original – LORD.xp

Lillian’s content is quick-witted and laugh-out-loud worthy. Her content revolves around funny videos, advice for her followers, and other daily vlogs.

Joe Allington (@grandadjoe1933)

Grandad Joe is the most-followed older TikTok creator. With 5.4 million followers, Joe’s content regularly features his family, including children and grandchildren. Joe’s content is comedy-focused and he regularly joins in on video and sound trends. However, he is also very candid about the grief behind losing a life-partner, which makes for some incredibly emotional content. 

@grandadjoe1933 Can’t help who you fall in love with 😅 #relationships #dating #love ♬ Brujeria – ur/gf

Grandma Great (@grandmagreat)

In need of some inspirational and wholesome content? Grandma Great is the account for you. This grandma has claimed the position of the internet’s grandma, with countless TikTok users asking to be adopted by her. She shares clips into her life with her husband and offers wisdom and support to her followers. 

@grandmagreat Start on the inside first#katespadenycabana #fypシ #fyp #itsagreatdaytobealive #foryoupage #fypage #foru #lfypage#mentalhealth ♬ Emotional Piano Theme (full version) – AJL_Music

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Posted in Social Trends

How TikTok Killed the Beauty YouTuber

May 19th, 2022 by

The beauty community emerged online well over a decade ago. Prevalent particularly on YouTube and Instagram, the beauty community flourished online and gave us beauty YouTubers that have gone on to become household names and create some of our favourite beauty brands. 

Creators Michelle Phan and Nikkie de Jager (AKA NikkieTutorials) are often hailed as the founders of the beauty community, with their channels starting back in 2007 and 2008. Top beauty creators helped the beauty industry turn into the multi-billion dollar business it is today.  

But over time, drama, feuds, and new platforms, the once-ruling beauty YouTuber finally lost its grip. 

Now, the beauty community is run by TikTok creators. 

How TikTok stole the beauty space

Up until 2020, it seemed like YouTube would never lose its position as the home of the beauty community. Even with many beauty creators shifting to Instagram, the YouTube beauty scene seemed indestructible. And yet, here we are. 

That’s not to say the beauty community has completely abandoned YouTube—it’s still alive and well—but it definitely isn’t what it was. Why? TikTok.  

Throughout the pandemic, TikTok rapidly grew to become one of the most popular social media platforms available. With easy, digestible content, many social media users switched from long-form content to favour the new quick clips and addictive endless-scrolling. 

In addition, with the rise of TikTok, attention spans have dwindled to a meagre 8 seconds. This has resulted in users stepping away from long-form 20-minute videos. Why would they spend 20 minutes watching a tutorial they could watch in 1 minute? 

YouTube beauty videos still have their place—sometimes it’s relaxing to find time to sit down and watch your favourite influencer talk about products they’re loving. But, if users are just looking for a snippet of entertainment during a break in the day, setting aside 20 minutes is a lot. 

Another reason TikTok has overthrown YouTube as the home of beauty is because of the creators themselves. TikTok has paved the way for authentic makeup artists and lovers to rise to internet stardom. While gaining popularity on YouTube would have taken years, many beauty creators have gained thousands of followers within weeks. 

Most beauty creators on TikTok weren’t influencers before reaching TikTok fame. This means the new creators weren’t saturated with brand deals and their opinions were trusted as their own. 

Towards the end of 2019, many YouTube creators became embroiled in various dramas and scandals, resulting in a turbulent beauty community. TikTok made space for drama-free beauty influencers, and breathed new life into the beauty community. 

In terms of beauty brands, TikTok offered a new audience and way to communicate with them. Marketing on TikTok isn’t like marketing on other social media platforms, it’s much more laid back and reactive. 

On TikTok, brands can join in on or create trends that users enjoy. Many brands have created filters, sounds and hashtag challenges that have resulted in multitudes of organic user-generated content. Not only does this help organically increase brand awareness, but makes the brand culturally relevant to its target audience. While this is possible to achieve on platforms like YouTube and Instagram, it is seen as more authentic on TikTok—something consumers crave. 

TikTok is still growing, even now, and we don’t expect it to stop dominating the social media world and beauty community any time soon. As it continues to develop social commerce features, new creator tools, and advertising opportunities, TikTok is cementing its position as the platform to be. 

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