12 Things Your Competitors do to Increase Instagram Engagement

April 12th, 2021 by

Instagram can be an overwhelming place to market your business, especially if you are just starting out on the platform. Instagram is saturated with content, so it is easy for your content to get lost among the 40 billion photos and videos on the site.

You may also be discouraged when observing your competitors’ Instagram accounts. Why do they have so many likes? Why do they have such high engagement on their posts? It is possible that your rivals have mastered their Instagram engagement in ways that you haven’t thought of, but don’t despair. We have created a guide to increase your Instagram engagement rate and ultimately expand your audience.

12 ways to increase your Instagram engagement

1. Choose the best times to post

Instagram Engagement

Image Sourced by SproutSocial

Timing is key when it comes to uploading your content to Instagram. One of the best ways to increase your Instagram engagement is to post at times when the majority of your audience is active on the site. Factors such as the time zone and location of your followers determine the best times to post on Instagram, which is why it is crucial that you know your audience inside and out prior to posting content on the platform.

2. Write engaging captions

Instagram is not just about aesthetic photos and high-quality videos. The most successful businesses on Instagram engage with their audience by relating to them through language. For example, writing witty captions is amusing for audiences and shows off your brand’s personality. Understanding your audience is essential. In this way, you can adapt to the language that your audience is familiar with, using humour, puns and emotive language to communicate with and entertain your followers. 

It is also important to stay on top of the latest social trends within your demographic so that you can incorporate them into your Instagram captions. This creates interesting captions for your audience and is more likely to be memorable.

3. Partner with influencers


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A post shared by Dazhané 🦋 (@dazhaneleah)

Instagram influencers are undoubtedly some of the most followed people on Instagram. They amass huge followers and have a close-knit community of supporters. Collaborating with an Instagram influencer is guaranteed to expose your brand to wider audiences. Influencers are considered to be trustworthy and genuine among their fan bases, so getting an influencer on board with your brand will significantly increase your conversion rates.

4. Be transparent about your brand

Another way to increase your Instagram engagement is to show an honest and vulnerable side to your brand. The more you open up about your journey as a business, the more people will relate to your brand. It might seem tempting to always post the positives surrounding your business such as reaching huge milestones and releasing new products, but the best way to connect with your audience is to also show them the struggles that you encounter along the way.

5. Create shareable content


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A post shared by Chipotle (@chipotle)

Creating relevant content is crucial in order to increase Instagram engagement. Your content must be relatable enough to make your followers want to share it on their Stories and DM it to their friends. You can even consider posting quotes and memes that are related to your brand in order to keep your followers engaged.

6. Cross-promote your Instagram account

Promoting your Instagram account to your existing followers on other social channels is a no-brainer. This is especially useful if you are new to Instagram, as your followers on other platforms may not be aware of your presence on Instagram. You can promote your Instagram on any platform, but be sure to include your Instagram handle in places that are visible. For example, you can include your Instagram username in the description box of your YouTube channel.

7. Start conversations with your followers

One of the most effective ways to increase your Instagram engagement is to initiate conversations with your target audience. The majority of online consumers expect brands to interact with their customers, so it is vital that you actively reach out to your audience. Whether it’s replying to questions in the comments section or reposting Stories, you must show your audience that you value them. Another way to increase Instagram engagement is to create Instagram Polls and Q&A sessions to your stories in order to boost interaction with your content.

8. Post more videos


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A post shared by Nike (@nike)

Video marketing is at an all-time high, as social media users prefer visual aids to text. Most brands take advantage of Instagram’s video-sharing features, so you must think about the types of videos that you wish to create. Remember that your videos should be short and concise in order to keep your audience captivated.

9. Motivate customer and employee posts

User-generated content is one of the most practical ways to increase Instagram engagement. This is a great way to show authentic and genuine reviews of your products and services. Positive reviews about your brand that come from your existing customers is guaranteed to generate trust among your audience and increase conversion rates. 

You should also encourage your employees to get involved in posting content to Instagram. This shows your followers an unfiltered and raw perspective of your brand, which can help your audience to identify with your brand’s values.

10. Choose the right hashtags


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A post shared by Bagels N’ Brews (@bagelsnbrews)

Understanding how to use Instagram hashtags is important if you want to increase your Instagram engagement. Instagram influencers and brands typically use the most popular trending hashtags to increase engagement with their posts. Make sure that you always use relevant hashtags that are popular within your niche. For example, #foodlover and #foodie are the most popular hashtags for food content on Instagram.

11. Give teasers and hints

Giving your followers sneak peeks of new information creates anticipation among your audience. You can make announcements on your Instagram Stories, Reels or even your posts, in order to give your followers special hints about important information. Make sure that when posting teaser information, you choose only Instagram to share this type of content. This is sure to generate a buzz among your followers across different social channels. This will make your followers on sites like Twitter and TikTok flock to your Instagram page to find out about new releases and information.

12. Host giveaways and contests

Utilising videos on Instagram in the form of giveaways and contests is a great way to drive your Instagram engagement. Making videos that announce winners of giveaways, or using Instagram Live to promote new contests and giveaways is guaranteed to excite your audience. You can also incorporate images of your giveaways into montage videos when anticipating the winners of each contest.

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 For Gamers: How to Level up Your Video Game Marketing

April 12th, 2021 by

Social media plays a vital role in the gaming industry, as it provides a safe space for gamers to connect with each other, discover new video game releases and stay up to date with their favourite gaming brands and gaming influencers. With more than 2.8 billion gamers in the world, gamers make up a vast majority of social media users, which explains why social media is crucial for brands to target gaming fanatics. Video game marketing is one of the best ways to reach potential customers as being active on social media is guaranteed to boost your brand awareness and get more people interested in your games. 

Are you wondering what it takes to level up your video game marketing? We have created a comprehensive video game marketing strategy for you to reach new audiences on social media.

5 tips to level up your video game marketing

  1. Select the right platforms 

When it comes to social media, there are so many platforms to choose from that it can be overwhelming to decide where to start. This is why you must research your audience to understand their online habits. Getting your audience onboard with your brand is a walk in the park when you are in the right place. Some of the best social media for gamers are sites such as Twitch, Steam, Twitter and Discord, so you must find which platforms are best suited to your audience. 

  1. Promote live events

Live streaming is one of the best ways to use social media for gamers. Most gaming fans crave watching events, announcements and competitions in real time, which amps up the excitement for new releases and information about their favourite brands. Promoting live events on your social media account means that your audience is more likely to tune in. It generates anticipation among your audience, as gamers are always seeking something new to watch. 

  1. Create partnerships with streamers and gaming influencers 

Partnering with gaming influencers is a great way to showcase your new game release. This is because you can reach new and diverse audiences through established gamers with a strong online presence. When deciding which influencers to partner with, it is important to think about who will be the best fit for your brand. For this reason, you must know the different niches and demographics that each potential influencer attracts. For example, up-and-coming influencers are more likely to attract a close-knit community of followers than mainstream influencers with huge followings. 

A prime example of how social media for gamers has proved successful is the new game release of the company Riot. Rather than partnering with the top streamers in the gaming industry, Riot chose to prioritise a couple hundred streamers who were actively watching their channel. This resulted in Riot substantially increasing their visibility by enticing new audiences. 

  1. Connect with your fans on social media 

One of the most important aspects of social media for gamers is for companies to talk to their fans through social media. This is because over 80% of consumers expect brands to communicate with their supporters online. Social media is beneficial for gaming brands even when receiving technical issues and customer complaints. This is because transparency is key on social media. Being honest with your audience about any problems that arise shows that you genuinely care about your audience’s needs. When dealing with complaints, make sure that you respond publicly, so that all of your followers are aware of the action that you are taking to satisfy your customers’ needs. It is also advisable to show off your most devoted fans by giving them shoutouts on your social media accounts. This is another way to connect with your audience on a more personal level. 

  1. Make your content relatable 

Another way to expand your audience is to create relevant content. Some of the best social network games are known for creating meme-worthy content that often goes viral on social media. For this reason, it is crucial that you show off your brand’s personality to the best of your ability. Use humour and wit to entice your followers. For example, creating simple edits, memes and clips are enough to engage your audience and encourage them to share your content. This is why it is essential to understand your demographic so that you can appeal to them in the right ways.


Social media for gamers is the perfect marketing tool to target your desired demographic. This is how the most successful video game brands are able to captivate millions of gamers around the world. When implementing your video game marketing strategy, make sure that you thoroughly research your niche as well as your audience in order to gain exposure on social media.

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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Snapchat For Business in 2021

April 12th, 2021 by

Snapchat is one of the world’s leading social media platforms. With over 229 million daily active users on the app, it is safe to say that Snapchat is an essential marketing tool for several brands. Snapchat is the perfect platform for businesses that are targeting the Gen Z population, as over 70% of Snapchat users are teenagers. Snapchat is still useful for brands that are targeting audiences older than the Gen Z population, as the app has evolved from sharing images and videos with friends to becoming an effective social media marketing strategy. 

Snapchat is the pioneer for storytelling features, with some of the most popular apps such as Instagram and TikTok incorporating these features into their own platforms. Although Snapchat’s main attributes are used by many other apps, brands still choose to use Snapchat for marketing purposes seeing as the site boasts a number of attributes distinctive to the platform. 

If you are new to Snapchat, it might be overwhelming to come up with an impactful Snapchat marketing strategy. We have created a guide to using Snapchat for business, which is guaranteed to increase conversions and boost brand awareness.

A guide to Snapchat for business

Promote your Snapchat on other channels 

It is essential that you inform your existing followers on other social media platforms about your Snapchat account. This is especially helpful if you are just starting out on Snapchat, seeing as no one will be aware of your presence on the app unless you tell them. You can promote your Snapchat account on any channel. For example, including your Snapchat username in the description box of your YouTube channel, or in your Insta bio are great ways to transfer your followers to Snapchat. It is also a no-brainer to promote your Snapchat for business on sites where you have large followings. One way to get users of other platforms interested in your Snapchat is to make new and engaging content. 

Create filters and lenses 

Snapchat is renowned for being the creator of wacky and fun filters. Most social media users are familiar with the app’s trademark Lenses, as they have been borrowed by other channels such as Instagram. Creating interactive Snapchat filters is a great investment for your brand as it creates a buzz around your products and services. For example, Taco Bell produced their own filter which received over 224 million views, which ultimately generated mass exposure for the fast food chain and was an effective way to utilise Snapchat for business. 

Organise account takeovers with influencers 

Snapchat influencers are impactful for brands in terms of increasing visibility and driving traffic to websites. Partnering with influencers with a strong presence on Snapchat is likely to attract a large number of people. Influencers are also more likely to drive traffic to your page as they are known for having a strong network of loyal followers. Allowing Snapchat influencers to takeover your account essentially exposes your brand to wider audiences. However, it is important that you find influencers that align with your brand’s values. In this way, you are more likely to attract audiences that genuinely enjoy your brand’s products and services. 

Communicate with your followers 

Interacting with your followers is one of the best strategies to use for Snapchat for business. This is because the majority of social media users expect brands to communicate with them. Snapchat is unlike any other social media platform in the sense that messaging is completely private on the app. Conversing with your followers on social channels such as Twitter and Instagram is usually always public. Therefore, responding to customer queries on Snapchat shows that you truly value your audience.

Final thoughts

There are several ways to promote brand awareness and increase product sales on Snapchat, especially if Gen Z is your desired audience. Snapchat is used by brands to help drive traffic to their websites and increase conversion rates, which ultimately helps brands to grow their businesses. When thinking about Snapchat for business, make sure that you understand your audience’s needs before implementing a Snapchat marketing strategy.

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 is SEO/Search Engine Optimisation ?

April 12th, 2021 by

What is SEO and how it works?

SEO is an acronym for search engine optimisation. It is the process of optimising your online content in order to increase its visibility for search results pages. Optimising your content means that your website will rank higher on search engine results pages, which will attract more visitors and customers to your site. The greater the visibility of your site, the more exposure your website will receive. SEO also plays an integral role in marketing as the majority of site visits stem from traffic driven by search engines.

How does SEO work?

It is crucial to understand SEO basics when thinking about how to optimise your content. Search engines such as Google and Bing use bot crawlers to collate information about existing content on the internet. The search engines then put information about different pages in an index, which is then displayed as results to user queries.

Algorithms then analyse pages in the index by ranking content in order of relevance to search queries. The pages with the highest rankings appear on the first page of search results, which is why it is necessary to understand the different factors that determine the top search results on search engines.

If you are new to the world of SEO, there are many agencies that offer SEO services. These services essentially help companies to succeed in search optimisation through their expertise in SEO.

Key factors of SEO

The most successful businesses tailor their content to SEO in order to achieve a high ranking on search results pages. They have a thorough understanding of how to optimise their content in order to attract more visitors to their websites. We have created a list of the contributing factors that place sites on the first page of search results.

Keyword optimisation

Including relevant keywords in your content is one of the most important steps to optimising your online content. Repeating keywords in your content is likely to increase your website ranking on search results pages. However, there is a strategy in using keywords. Your keywords must be placed naturally, as overusing keywords is less likely to boost your ranking.

Index and rankings

You must ensure that your web pages are indexed and ranked so that crawlers can easily access your online content. Make sure that your site is easy to navigate so that crawler bots can find the information needed to increase your ranking.

Engaging content

The website pages that you create must cater to your target audience. It may seem tempting to prioritise search engine optimisation when creating your website, but this can neglect the needs of your audience. Your content needs to be relatable and relevant so that your audience genuinely enjoys your published content.


What is on-page SEO? 

On-page SEO refers to optimising individual web pages in order to rank higher and drive more traffic to relevant search engines. On-page SEO includes optimising headlines, HTML tags and images. On-page SEO also   ensures that the expertise, authoritativeness and trustworthiness of your web content is of high quality. 

What is off-page SEO? 

Off-page SEO refers to the activity that occurs away from your website, such as backlinks from another website. Optimising your content for off-page SEO ensures that search engines results trust your website and its authority. 

What is the importance of SEO?

SEO is crucial to any website as it drives traffic to your website and increases sales, as well as improving the growth of your business. SEO essentially increases the visibility of your website which creates more opportunities to convert visitors to your website into customers. 

What are the types of SEO? 

There are three main types of SEO: on-page SEO, off-page SEO, and technical SEO. They are each needed to boost your site traffic. Technical SEO refers to improving the technical aspects of your website in order to increase its ranking on search engine results pages.

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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Pixel Perfect: Are virtual influencers taking over media roles traditionally held by humans?

April 12th, 2021 by

Social media has long blurred the lines between reality and fantasy. Users regularly display a fantastically idealistic lifestyle to friends, family and followers. However, this line between fantasy and reality has been further blurred thanks to the rising popularity of CGI or virtual influencers. Digitally rendered influencers have been present online for a few years now and we have seen them become more integrated into marketing plans. 

Thanks to technological advancements in AI, motion capture and VR, these virtual influencers have become increasingly interactive and humanlike. The realistic developments have enabled virtual influencers to go beyond social media and make live appearances or feature in advertisements alongside human celebrities. While their genetics might be fake, their jobs certainly aren’t. 

CGI influencers have their own online presences, just as traditional human influencers would. They have their own political views, opinions on social issues and even relationships with other CGI personalities. These personalities and identities are shaped by specific CGI-influencer studios and brands who have designed influencers to personify their voice, values and messaging.


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A post shared by Kentucky Fried Chicken (@kfc)

It’s a well-known fact that consumers are more likely to engage with influencers over brands on social media, so it’s understandable that brands would want to use influencers they can fully control. CGI influencers can be put in any outfit, location or event at any time—they aren’t bound to the reality of humanity. This availability makes CGI influencers more appealing for brand partnerships. 

How are brands using CGI influencers?

Brands have been seen to use CGI influencers in different ways. While some have temporarily jumped on the CGI bandwagon (see CGI Colonel Sanders for KFC), others have begun incorporating virtual influencers into main marketing activities to launch products, campaigns or promote key messages.   

Beauty conglomerate Coty partnered with CGI influencer Noonoouri soon after the influencer debuted on Instagram in 2018. Coty leveraged the “cute, curious and couture” influencer across numerous brands including Miu Miu, Hugo Boss, Calvin Klein, Alexander McQueen and more.


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A post shared by noonoouri (@noonoouri)

While Noonoouri is fake, the interactions she has with her audience are not. CGI influencers incite the same genuine interactions and engagement as human influencers. Noonoouri’s popularity and audience engagement online has grown significantly as a result of partnerships with couture and designer brands. The virtual influencer recently starred alongside Chinese actor Li Xian in a new campaign for luxury menswear brand Ermenegildo Zegna.

The campaign was designed to ignite conversations about contemporary masculinity in China. The purpose of using Noonoouri was to raise awareness of the campaign and to emphasise Li Xian as a contemporary male that is not defined by stereotypical masculinity. 

Another brand utilising CGI influencers is LG. LG used Reah Keem to announce the new line of LG CLOi UV-C robots. The robots were designed to be used in highly populated areas to shine a UV-C light that reduces exposure to harmful germs. Reah Keem was utilised to discuss why the robot was so important in her life and that she was excited to start travelling the world again—a world she technically doesn’t exist in.

Keem’s Instagram presence launched in May 2020 and we have since discovered she is a music artist living in Seoul. LG are yet to reveal if they plan to work with Keem as a continuous partnership, but Keem seems happy to “chill in [her] studio” and develop her music in the meantime. 

CGI influencers are predominantly popular with the younger generations on social media (think Gen Z and Zillennials), which is why the World Health Organisation partnered with CGI influencer Knox Frost to inform them of important COVID-19 best practices.

The Instagram was part of WHO’s COVID Solidarity Response Fund and the partnership was pro bono. Frost provided a link to a donation page that helped fund medical equipment for key workers, provide those ill with the care they needed and tracked the spread of the virus. While Frost isn’t real and can’t actually catch COVID, the impact he has is very real and shareable. CGI influencers are surrounded in an aura of mystery and intrigue which typically incites a large amount of comments and shares—ideal if you want a key message to be shared organically. 

Automotive brand Renault has created its very own virtual influencer, Liv, who is used as a brand ambassador. Liv was used to debut the brand’s KADJAR model and is the first CGI influencer to be used within the automotive industry.

Renault used Liv to emphasize the incredible experience of driving its new car. The ad shows Liv feeling real behind the wheel, showing the authenticity of the actual driving experience. Since Renault owns and designed Liv, she is able to perfectly embody the ethos and messaging Renault wants to portray.

Why you should consider using CGI influencers

Behind each CGI influencer is a team of clever creators that are responsible for moulding the virtual figures into internationally recognised influencers. These creators decide how the influencers look, sound, dress and act. They are malleable influencers and can be shaped to fit exactly what a brand needs, or act as a personified version of a brand. 

These creators can edit the influencers onto any backdrop they (or a partnering brand) want. Virtual influencers give brands more control over collaborations and partnerships. The process of using CGI influencers is significantly quicker than using human influencers. If there is a mistake in or quality issue with a real life influencer’s content, it can take a while to have the content reshot and edited. With a virtual influencer, a mistake can be corrected within a couple of hours or even minutes. 

Although CGI influencers aren’t new in the marketing world anymore, they still cause the same amount of intrigue. This curiosity can result in more follower engagement and shares, with CGI influencers said to have three times more engagement than human influencers. 

Virtual influencers are eye-catching and exciting. While brands have begun using them more frequently, partnerships between CGI and brands are still rare. This means they gain more attention than traditional partnerships. This attention comes from both consumers and media, with partnerships being written about more often than not, resulting in more exposure for your 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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Weekly Marketing News, 9th April 2021

April 9th, 2021 by

This week we’ve seen Clubhouse launch tips, TikTok announce six new interactive music effects and video editors for brands, Stella bring back ‘Reassuringly Expensive’ and Dwayne Johnson pay for your side of guac.

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…


1. How to tip your favorite Clubhouse creators

How to tip your favorite Clubhouse creators

Clubhouse, the social audio app, has introduced its first monetization feature, allowing users to tip the Clubhouse Creators they like. Earlier this week, they announced Clubhouse Payments – a way to tip creators, and help them make money on its app. Clubhouse has made it clear that it will not introduce traditional advertising to its platform, and promises it will keep offering its service for free to users (and doesn’t intend to take a cut on these payments either).

2. Tiktok announces six new interactive music effects for creators

Tiktok announces six new interactive music effects for creators

The effects, which offer interactivity, visualisations, animations and more, will roll out over the next few weeks, starting with the launch of Music Visualiser. The other new effects are Music Machine, Delayed Beats, Text Beats, Solid Beats and Mirror Beats. The launch of the new features follow the arrival of several new TikTok competitors from major social networks, including Instagram (Reels), Snapchat (Spotlight) and YouTube (Shorts).

3. TikTok launches new video editor to help brands create more native-looking TikTok clips

TikTok launches new video editor to help brands create more native-looking TikTok clips

TikTok has launched a new video editor tool which is designed to help marketers create more effective, native-looking TikTok video clips for their channels. “TikTok Video Editoris an online smart editor that gives advertisers access to a suite of TikTok-style editing features. It allows you to quickly and accurately produce native-feeling content with TikTok-style elements, including popular music, fonts, colors and more. You can easily add custom subtitles, crop assets, and cut scenes exactly how you want in moments.”


4. Stella Artois brings back ‘Reassuringly Expensive’ to celebrate pubs reopening

Stella Artois brings back ‘Reassuringly Expensive’ to celebrate pubs reopening

Stella Artois will be celebrating the limited reopening of UK pubs, bars and restaurants this month with a new campaign that builds on a growing nostalgia for the brand, while seeking to support staff in the hospitality sector. The ‘Stella Tips’ campaign is looking to rally support for hospitality staff hit hard by lockdown restrictions during the Covid-19 pandemic by giving a £1 tip for every pint of Stella sold for a month from 12 April, with £500,000 available for the scheme. More than 12,000 hospitality staff are expected to benefit.

5. If you order his tequila at a restaurant, Dwayne ‘The Rock’ Johnson will cover your guac

Dwayne ‘The Rock’ Johnson will cover your guac


For his birthday this year, Dwayne “The Rock” Johnson wants everyone to get out and support restaurant owners—and his tequila brand, Teremana so the actor is personally Venmoing fans in an effort to support small businesses. Johnson says he will personally be covering the cost (from his own Venmo account!) of any order of guacamole (up to $10 per person) purchased alongside a Teremana Tequila cocktail.

6. TikTok launches new support resources as part of Sexual Assault Awareness month

Sexual Assault Awareness month

TikTok has announced a new set of support resources as part of Sexual Assault Awareness Month, which is an important initiative for the app, given its reach to younger, more socially active audiences. TikTok has partnered with RAINN (Rape, Abuse & Incest National Network) in developing a new collection of educational content, which will be highlighted throughout the month on the Discover page in the app.


Our influencer and social marketing services 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 blog here.

@ Socially Powerful


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10 Types of Influencers to Improve Your Marketing

April 8th, 2021 by

Influencer marketing is at an all-time high given that social media influencers help companies to promote brand awareness and build credibility and trust among their audiences. Social media platforms such as Facebook, Twitter, Instagram and TikTok are renowned for utilising influencer marketing to grow businesses’ audiences. There are, however, so many different types of influencers that it can be difficult for brands to choose the right influencers for their marketing campaigns. 

We have curated a list of the different types of influencers in marketing.

10 types of influencers

There are different categories of influencers, so it is necessary that you understand the types of influencers that exist so that you are able to choose the right influencer for your marketing. Influencers are typically categorised by the number of followers they have, with follower numbers ranging from 1,000 to over 1 million. Each type of influencer can benefit brands in different ways, so it is important to note how the different types of influencers function.

1. Nano influencers


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A post shared by HAILEY K. | san diego (@_haailsyeahh)

Nano-influencers are active across different social channels ranging from Instagram to Twitch and can have anywhere between 1,000 and 5,000 followers. Although nano-influencers have relatively small followings compared to the likes of celebrity influencers, they garner high engagement rates due to establishing close relationships with their followers. 

How they can improve your marketing: Nano-influencers are known for building strong connections with their audiences. Many nano-influencers are friends with their followers, which makes it easier for their audiences to trust them. Nano-influencers are also recognised for creating genuine reviews about brands’ products and services, which can help you to appear more authentic. For brands with limited budgets, nano-influencers are cost-effective. Their intimate communication with their followers is guaranteed to get more people trying out your products or services.

2. Micro influencers


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A post shared by Laura Ramirez (@laura_is_cooking)

Micro-influencers are recognised for their dedication to producing content that belongs to a niche topic, and they can have anywhere between 1,000 and 10,000 followers on social media. They are experts in fields ranging from food, travel, beauty and lifestyle, and have a genuine interest in their chosen niche topics.

How they can improve your marketing: Micro-influencers are a popular choice for brands to collaborate with as they receive much higher rates of user engagement than the likes of celebrities. This is because their content is deemed more authentic and transparent, which is favourable to most brands. Their smaller followings mean that they are able to communicate more with their audiences which makes them more relatable.

3. Macro influencers


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A post shared by Jean Lee❤️Eat-Drink-Travel (@jeaniuseats)

Macro-influencers are popular social media influencers who have risen to fame solely through the internet. They are known for having knowledge on the fields that interest them, which is why they typically have between 100,000 and 1 million followers online. They are also known for being creative individuals, which explains why they are often pioneers for the niches that they belong to.

How they can improve your marketing: Macro-influencers are ideal for brands seeking to promote brand awareness seeing as these types of influencers have large followings. Brands that choose to work with macro-influencers are likely to increase the visibility of their products and services.

4. Hero influencers


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A post shared by 𝔛 (@xeniaadonts)

Hero influencers are known for having large fan bases, typically earning over 1 million followers. Their content is usually more broad and diverse than that of micro-influencers, as they focus on a range of topics. 

How they can improve your marketing: Hero influencers are great for brands seeking to reach new audiences. Due to the fact that hero influencers have colossal followings, they drive traffic to brands’ websites with ease.

5. Celebrity influencers


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A post shared by Kim Kardashian West (@kimkardashian)

Celebrity influencers are the types of influencers that are unmatched in terms of increasing visibility and awareness of brands. This is because they typically have millions of followers across different social media platforms. Unlike micro-influencers and nano-influencers, celebrity influencers garner large fan bases for their high-profile status alone. 
How they can improve your marketing: Celebrity influencers are versatile in the sense that they can promote brands that belong to different niches. They are ideal for creating massive exposure for brands and are guaranteed to drive product sales. Celebrity influencers are a great match for brands with large budgets.

Types of influencers based on niches

Many influencers are best known for creating content that specialises in a certain niche. Anything from travel to sports can be the main focus of a social media influencer’s social media page. Let’s take a look at some of the most popular niche categories that are in high demand for several brands.

6. Gaming influencers


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Gaming influencers are prevalent on sites such as YouTube and Twitch. The most successful gamers are known for amassing millions of followers and typically upload gameplay commentary videos of their favourite video games.

How they can improve your marketing: Many different types of brands collaborate with gaming influencers due to their large reach. Gamers are known for having a loyal network of fans, which is why brands that are not related to the gaming industry can also benefit from gaming influencers. The best gamers have collaborated with brands from industries including sports, clothing, snacks and beverages.

7. Fashion influencers


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Fashion influencers are active social media influencers with large followings on Instagram. They are best known for being trendsetters who incorporate different styles and aesthetics into their everyday looks. Their content is heavily focused on lookbooks and styling tips. 

How they can improve your marketing: Fashion influencers are impactful within the fashion world. Top fashion brands sponsor fashion influencers in order to increase the visibility of their latest releases. Due to the fact that fashion influencers have top-tier fashion sense, their followers are likely to purchase the products that they promote online.

8. Music influencers


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Music influencers are prevalent on sites like YouTube, Instagram and TikTok. They attract massive followings based on their talent alone. From music producers to singers, music influencers are some of the most followed people on social media. Their content can include different elements of their lives, from their everyday lives to more music related content. 

How they can improve your marketing: Several brands can make the most of music influencers considering that there are so many big names to choose from. Brands outside of the music industry can utilise music influencers in their campaigns as they are known by the majority of social media users. This allows brands to substantially expand their audiences.

9. Beauty influencers


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Beauty influencers are some of the most impactful types of influencers on the internet. They are active on social media platforms such as YouTube, Instagram and TikTok, and usually garner millions of devoted fans. Their content focuses on makeup tutorials and product reviews. 

How they can improve your marketing: Beauty influencers are not just popular for their makeup expertise. The most successful beauty gurus are famous for their vibrant personalities. Brands that partner with beauty influencers gain exposure through the influencers’ authentic and genuine product reviews.

10. Fitness influencers


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Fitness influencers motivate their followers to change their lifestyles for the better. They earn huge followings across social media platforms such as YouTube and Instagram where they share vigorous workout routines tailored to each muscle group. 

How they can improve your marketing: Many brands choose to collaborate with fitness influencers due to their large reach as well as their optimistic approach to healthy eating and exercise. From creating activewear to being the face of a new protein shake, there are endless possibilities for brands to benefit from fitness influencers.

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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Beauty Bloggers You Need to Follow in 2021

April 8th, 2021 by

The beauty industry is arguably one of the most dominant industries on social media seeing as it is prevalent on platforms like YouTube, Instagram, Twitter and TikTok. In recent years, there has been a rise in beauty influencers, with the likes of beauty gurus such as Jeffree Star being one of the richest beauty bloggers on the internet. Many beauty fanatics are inspired by the top beauty bloggers, and have made successful careers for themselves after posting makeup tutorials and product reviews online. From skincare to makeup, the beauty industry is filled with a diverse range of beauty bloggers that share their expertise of the beauty industry. 

Beauty bloggers are also high in demand for several beauty brands as their authentic and genuine personalities help brands to drive product sales and promote brand awareness. 

Let’s take a look at the top beauty bloggers that have made huge names for themselves on social media.

Top 5 beauty bloggers to follow

1. Jennie Jenkins

beauty bloggers

Instagram followers: 409K 

YouTube subscribers: 650K 

Jennie Jenkins is a British beauty influencer, who is previously known as BeautyByJJ. She is best known for posting makeup and beauty blogs. Jennie frequently uploads to her YouTube channel, where she not only posts makeup tutorials, but a range of product reviews, clothing hauls and hair tutorials. Since rising to fame on social media, Jennie has launched Jennie Jenkins Beauty, which is her own collection of false eyelashes. Jennie’s Instagram account is also filled with aesthetic photos of her trendy outfits, as well as Instagram Highlights of her travels around the world.

2. Many Gutierrez

Many Gutierrez - beauty bloggers

Instagram followers: 4M 

YouTube subscribers: 4.87M 

Manny Gutierrez has one of the best beauty blogs on social media. The American beauty blogger is best known for creating polished makeup looks on his YouTube channel. His content has a heavy focus on product reviews and eyeshadow looks, where he frequently features celebrities and internet personalities such as Halsey and Liza Koshy in his videos. He has also used his YouTube channel to openly talk about belonging to the LGBTQ+ community, and the struggles of his family accepting his sexuality. 

Manny’s Instagram account primarily focuses on his creative makeup looks, which show off his talents. The self-taught beauty blogger also represents brands such as Lunar Beauty.

3. Michelle Phan

Michelle Phan - beauty bloggers

Instagram followers: 2M

YouTube subscribers: 8.86M

Michelle Phan is an American makeup artist and entrepreneur who specialises in creating beauty content on social media. After creating her own makeup blog in 2005 (which centred on discussing makeup tutorials), Michelle has become a household name within the beauty industry. Her strong online presence and expertise within the beauty industry has led her to become recruited as a makeup artist and spokesperson for Lancôme. Michelle regularly uploads makeup tutorials to her YouTube and Instagram accounts, where she focuses on dewy and rosy looks. 

In 2013, L’Oreal launched EM Cosmetics by Michelle Phan, a skincare collection that promotes skin-empowering ingredients.

4. Nyane Lebajoa

Nyane Lebajoa - beauty bloggers

Instagram followers: 1.5M 

YouTube subscribers: 40K 

Nyane Lebajoa is a beauty blogger based in the UK. She has gained popularity on Instagram for her ethereal makeup looks. She is known for matching her eyeshadow colours with her hair colour. Nyane also posts popular Instagram Reels where she recreates her favourite facial expressions in her Instagram posts and also posts wig inspiration videos. She first rose to fame on social media after posting her makeup looks to Tumblr. 

Nyane also has a self-titled blog where she posts a variety of her favourite makeup looks and has collaborated with brands such as Temper Hair and NYX Cosmetics.

5. Penelope Gwen

Penelope Gwen

Instagram followers: 282K 

YouTube subscribers: 17.5K

Penelope Gwen is a UK-based makeup artist and fashion model. The beauty blogger shares both makeup and modelling content to her Instagram account. Her makeup tutorials revolve around colourful, high fashion looks. Penelope has also represented brands such as Fenty Beauty and Kat Von D Beauty. She has even been featured on the cover of HUF Magazine.

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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How Brands Can Use TikTok for Business

April 8th, 2021 by

TikTok is one of the fastest growing social media platforms of all time and saw a dramatic rise in users throughout the COVID pandemic. It has been shortlisted as one of the most downloaded apps globally for the past two years, with many users finding time to explore the platform and connect with online audiences in new ways. 

90% of TikTok users use the app at least once a day and spend an average of 52 minutes on the app daily. The largest demographic present on the app is those aged between 16 and 24 and has evolved from a video-creation app to a marketing and advertising haven.

What is TikTok?

TikTok is a go-to video entertainment app and calls itself the “destination for short-form mobile videos.” Users can upload 15 to 60 second videos that incorporate music, filters, editing effects and duets thanks to well-developed in-app editing software.

TikTok for Business

Creators on the app use the platform for different purposes—some lip-sync or dance to songs, others discuss complex subjects, campaign for change and educate their audience in niche subjects. 

While TikTok is most popular globally with Gen Z, it is an app for everyone. Teenagers were early adopters of the app and figured out early how to adapt the platform to fit their tastes and needs. Millennials and Baby Boomers are present on the app, regularly poking fun at their tech-clumsiness, and many claim they were encouraged to use the app by younger family members. 

TikTok is available globally in 154 countries, with the highest penetration in Asia. Across the planet brands have realised the importance of TikTok as a method of communicating and engaging with younger audiences. TikTok encourages user engagement, UGC and is a good place to partner with relevant influencers authentically. 

TikTok has seen its own native influencer emerge but has also become a celebrity hot-spot. Many stars joined the app during 2020 in an attempt to stay relevant with global fans. The combination of influencers and celebrities on the app has made it a playground for global marketing strategies.

How does TikTok work?

There are various ways users can use TikTok for entertainment. Users can discover new creators and videos through hashtags; any hashtag can be added to a video through captions. Videos at the top of hashtags are typically the ones that are most popular, rather than uploaded most recently.

TikTok for Business

When opening the app, each user is presented with a For You Page. This page is uniquely curated for each user through an algorithm. The algorithm picks up signals from the user to find the most relevant and engaging content, focusing on user interactions, hashtags and sounds searched and user settings. 

Videos on TikTok have a high chance of going viral. The platform selects content it deems interesting and engaging for users and places that content in the For You Page. The more interactions it receives on this page, the more users will be exposed to the content. It is easy to gain visibility when using a popular hashtag, filter or sound.

How can marketers use TikTok?

TikTok has become one of the most popular and effective locations for social media marketing. It allows brands to directly communicate and engage with their current and desired audiences through influencer marketing, paid-for advertising, TikTok challenge campaigns and user generated content. TikTok has developed various business tools that brands can use to assist marketing efforts on the app.

TikTok for Business

TikTok for Business is an all-in-one tool that brands and marketers can use to advertise on the app. The platform assists businesses in creating advertisements, budgeting, reaching target audiences and analysing campaign performance data. The TikTok for Business Ad Manager is a platform that helps marketers create these advertisements by offering different formats. 

The five formats brands are able to choose from are: in-feed native content, top view, brand takeovers, hashtag challenges and branded effects. 

In-Feed Native Content

TikTok for Business

In-feed native content is an ad format that is directly integrated into users’ FYPs. The ads typically last 15 seconds, have sound, are full-screen and skippable. The ads host a click-through link to a brand’s landing page, TikTok page or app download. Brands can measure the clicks, impressions, views, play duration and interactions on this format.

Top View Ads

Top view ads present users with your brand’s ad as soon as they open the app, instantly capturing their attention. These videos can be up to 60 seconds long which makes it a good choice for brands looking to advertise products or services that require more attention—TV trailers for example. Users can click the ad to be taken to an external site or to a TikTok Hashtag Challenge.

Brand Takeovers

Brand takeovers can include top view ads, in-feed and branded hashtags all at once. The takeover only features one brand per day and is one of the more expensive options. Takeovers hook users’ attention and embed links that can be connected to website landing pages or challenges and hashtags within the platform.

Hashtag Challenge

Hashtag challenges are one of the most engaging ad formats available on the platform. Brands can create their own branded hashtags and challenges which encourage user generated content. Inviting participants to create their own content using branded hashtags can create trends on the app, increasing the chances of viral content.

Branded Effects

Brands have the opportunity to create their own effects and filters on the app, making advertising efforts more engaging and interactive for users. Similar to Snapchat, brands can create lenses for photos and faces that users can use in their own videos, encouraging a high level of user generated content.

TikTok Ad Library and TikTok Creator Marketplace

TikTok has created an Ad Library tool that allows marketers to analyse the top performing ad campaigns currently available across the app. The feature aims to provide better insights into which ad campaigns reach the most users. Ads can be filtered by vertical and region to provide relevant information for marketers. Results can be further specified by time and performance.

The platform also offers insights into popular trends and showcases. While it is a great platform to use to gain a better understanding of TikTok campaigns, not all top-performing ads are included within it; advertisers need to authorise the use of data. However, it is still a great inspiration point that marketers can use to adjust their campaigns.

TikTok has also created an official marketplace marketers can use to find creators to collaborate with. The TikTok Marketplaces gives brands access to top tier creators, the basic tools needed to create a TikTok influencer marketing campaign and offers influencers direct access to brand partnerships and deals. Brands can filter creators through country, topic, reach, views, audience country, gender, age, audience device or e-commerce anchor.

Brands can use the Marketplace to contact creators and create a campaign review once the partnership is over. Since the Creator Marketplace is an official TikTok partner platform, brands can guarantee data is verified and accurate.

TikTok for Business Summary

If your brand isn’t yet present or active on TikTok you should definitely consider creating a presence. TikTok is where future customers lie and building a relationship with them early will increase loyalty in the long term. New users are still joining the app daily and it is predicted it will gain another billion users in a year. 

The app is also developing its social commerce abilities. While it currently has a partnership with Shopify, TikTok is said to be developing in-app shopping. This means TikTok could become a central advertising and shopping platform for consumers. 

TikTok wants to be used as an advertising platform and it has made tools to aid marketers make that possible. The platform is looking to increase video length, meaning there will be even more opportunities for brands to be creative and directly engage and communicate with their desired audiences. This means more brands will be approaching TikTok’s new audiences through the various ad formats available and through influencer marketing.

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, 7th April 2021

April 7th, 2021 by

This week we’ve seen Instagram’s TikTok clone, YouTube hiding dislikes, Nike suing ‘Satan Shoes’, a streamer forgets to pay his electricity bill, KFC pulls more slogans and Burger King’s trick shots.

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…


1. Instagram launches a TikTok Duet clone: How to remix Reels

Instagram is introducing a Remix feature for Reels. It copies an incredibly popular TikTok feature: Duets. Duets allow TikTok users to create new videos that showcase another existing video on the platform, with both videos appearing side by side on the screen. This means users can effectively reply to other videos with their own videos – which then can be shared publicly.

2. YouTube experiments with hiding public ‘Dislike’ counts, citing creator well-being

The platform is testing a new display whereby video ‘dislike’ counts wouldn’t be publicly shown. The experiment is being conducted among a small group of users and was conceived “in response to creator feedback around well-being and targeted dislike campaigns.” Creators will still be able to see the exact number of likes and dislikes on their videos on the back-end in YouTube Studio.


3. Nike sues over ‘Satan Shoes’ with human blood

Nike is suing Brooklyn art collective MSCHF over a controversial pair of “Satan Shoes” that contain a drop of real human blood in the soles. The $1,018 (£740) trainers, which feature an inverted cross, a pentagram and the words “Luke 10:18”, were made using modified Nike Air Max 97s. MSCHF released 666 pairs of the shoes on Monday in collaboration with rapper Lil Nas X and says they sold out in less than a minute.


4. Streamer xQc knocked offline over unpaid electricity bill

Canadian Twitch streamer xQc was knocked offline during a live broadcast because he forgot to pay his electricity bill. Felix Lengyel – to use the streamer’s real name – is a former pro esports player and one of the biggest game streaming stars on earth. After his stream abruptly ended, he tweeted: “Forgot to pay the electricity bill.”


5. KFC plucks slogans from other brands as finger lickin’ remains ill-advised

With finger-licking still advised against according to pandemic guidelines, KFC has looked to other brands for inspiration, adopting their famous slogans as its own.

6. WATCH: Burger King ties NBA 2K21 trick shot challenge to real-world rewards

Burger King Spain is enticing NBA 2K21 players with the promise of free food if they can complete tough shots in the pro basketball video game on PlayStation. The burger chain used in-game editing tools to create a custom court, called The Menu Court, that features several of its most popular menu items. Players who complete a shot from an item marker can post a video to Twitter tagging Burger King and NBA2K with the hashtag #BKMenuCourt to redeem the real-world equivalent of the product.

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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