A Month in Beauty: July 2022

August 11th, 2022 by

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

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

Trend spotlight

Kitana Wins 

An eyeliner trend once again reigns supreme in the TikTok beauty world. This time, it’s showing off speed liner to a soundbite taken from Mortal Kombat X, using the Blue Diamond filter, which gives the video an iridescent glow. The filter has over 109K videos created using it, and the sound has over 558K videos. 

@alondra.ceo She THICK! Thick wing liner 😎 STAY MAD— youre giving me views and engagement 🥰 thx bestie! #fyp #wing #winglinertutorial ♬ оригинальный звук – Valerie

@fairy.freak Okay but this filter ✨👀 #eyeliner #speedliner #1secondeyeliner ♬ оригинальный звук – Valerie

Creator spotlight

Ohemaa Bonsu 

Ohemaa is a popular TikTok and Instagram beauty creator. She regularly reviews products for darker skin tones, sharing her favourite finds with her audience. She has over 150K followers on TikTok, but over 4 million likes. She has a popular series called Atrocious Shades, where she tries to make odd makeup shades work. 

@ohemaabonsu Did you say no talc loose powder foundatio? Yes, i did! #beauty #makeuptips #powderfoundation #mineralfoundation ♬ original sound – Ohemaa

 

@ohemaabonsu The most expensive blotting powder I own plus shipping. #makeup #makeuphack #beauty ♬ original sound – Ohemaa

Brand Spotlight 

BASMA Beauty 

BASMA Beauty launched in 2021 and has already taken over TikTok. The brand went viral on TikTok following posts showing incredible colour matches of its foundation. It has also been praised online for being transparent about its new share creation process, and is working directly with diverse beauty influencers to create more shade options. 

@basmabeautyofficialReply to @idkwtp55 a problem we need to solve.♬ original sound – BASMA Beauty

@basmabeautyofficial shade matches we’re obsessed with. #shadematching ♬ timeXkashy challenge – @PAPPiKASHY

Content spotlight

Maybelline: Sky High 

Maybelline ran an In-Feed TikTok campaign promoting its TikTok-famous Sky High mascara in a new Cosmic Black colour. It used influencers to create space-inspired makeup looks showcasing the new mascara or to create a GRWM-style video, discussing the difference between the original Sky High and the new one. Content was posted to and promoted from Maybelline’s own TikTok channel. 

@Maybelline New YorkSky High mascara goes Cosmic Black! Shop @Look Fantastic♬ Promoted Music

@Maybelline New YorkSky High mascara goes Cosmic Black! Shop @Look Fantastic♬ Promoted Music

Refy: Skin Finish  

Refy used influencers to showcase its new Skin Finish water-based powder. Influencers either created videos talking through the application process, or simply showed a side by side difference by only applying the product to one side of their face. Content was posted to and boosted from Refy’s own channel. 

@refybeautyREFY Skin Finish Transformation with @shanspaldingx♬ Promoted Music

@refybeautyWait for the transformation… Skin Finish leaves your skin looking like SKIN! ##refybeauty ##waterbasedpowder ##makeup♬ Sia – Xeptemper

Pat McGrath: Divine Blush Duo  

To promote its Divine Blush Duos, Pat McGrath used multiple popular trending sounds and soundbites, and trends. It boosted ads from its own channel, and also boosted sponsored influencer content. Both types of ads showed the product in use by creating looks using them. 

@patmcgrathrealADDICTED TO THE BLUSH DUOS 😍😍😍 SHOP all 6 shades NOW at PATMcGRATH.COM ✨✨✨ ##blush ##patmcgrathlabs ##makeup ##tutorial♬ original sound – den-chan – den-chan 🇵🇭

@hayleybuixObsessed with the new blushes from @Pat McGrath Labs ! Couldn’t decide on one ##PMGPartner ##DivineBlushDuo ##ombreblush ##blushtrend♬ Vegas (From the Original Motion Picture Soundtrack ELVIS) – Doja Cat

Pantene: Hydra Glow Summer

To promote its Hydra Glow Summer range, Pantene used influencers to show a before and after of their hair. Creating hair-wash routines to a commissioned track, influencers highlighted how the products will keep their hair feeling hydrated when out and about during summertime. The #HydraGlowSummer hashtag has nearly 10M views. 

@lucyedwards AD The feeling of amazing hair just adds to the sensory experience of walking alongside gorgeous waterfalls ✨ #HydraGlowSummer #Pantene #PowerOfHair ♬ Hydra Glow Summer – Harry Price

@georgia.barratt Reply to @megannnr_x @Pantene Pro-V hydration collection keeps my hair looking healthy always. Products are now available at asda 🤍 #makeup #beauty #xyzbca #hydraglowsummer #ad ♬ Hydra Glow Summer – Harry Price

Essie: Live Your Colour 

For its new Live Your Colour campaign, Essie partnered with beauty and nail creators to show how they live their colours. TikToks created by influencers showed them painting their nails, before transitioning into fun summer activities. Some influencer content was reposted to Essie’s own channel and boosted.  

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 Commerce

Social Media Updates: July 2022

August 11th, 2022 by

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

TikTok Updates

TikTok launches new research initiative

As a result of increasing pressures from social media regulators, TikTok are set on proving that they are not censoring certain content by providing academics and researchers with access to new API access points to the system. This access will enable them to gain more insight into how TikTok’s algorithm actually works. 

This stems from a leaked document in 2020, that revealed TikTok moderators were instructed to suppress content containing people who were “too ugly, poor, or disabled for the platform”. This was allegedly carried out through the app’s AI which is able to detect physical elements. 

This could be a beneficial way for TikTok to solidify support and understanding, while also providing newer insights into what is driving its success. 

TikTok’s update makes videos more globally accessible

TikTok has announced two accessibility updates: auto captions and translations. Though the app already supports captions for video uploads, viewers now have the option to enable closed captions while watching, if they wish.

TikTok’s update makes videos more globally accessible

As well as this, video captions, text stickers and descriptions now support translations, making a wider range of videos from all across the world accessible to more people. 

Both of these features are currently compatible with English, Portuguese, German, Indonesian, Italian, Korean, Mandarin, Spanish and Turkish. 

Instagram Updates

Instagram halts its attempts at being the new TikTok 

Following its recent update, Instagram users have called the app out for trying too hard to replicate the roaring success of TikTok. 

With the update came the removal of the chronological timeline, making it near impossible for users to see content posted by those they actually follow. This resulted in a petition launched by Tati Bruening to get the app back to its roots of photo sharing.

Instagram halts its attempts at being the new TikTok

This petition gained traction fast, and even Kylie Jenner jumped on board expressing her dislike for the update. Since then, the petition has gained more than 225k supporters. 

instagram petition

Chief of Instagram, Adam Mosseri, has since responded to this outcry by reassuring users that he will halt the app’s full screen format test and scale back AI-recommended posts. However, while Mosseri listened to the masses, CEO of Meta, Mark Zuckerberg, has not been as lenient by reminding users that the amount of content displayed to users based on AI recommendations, will double over the next year. 

So, even though the app recognises its unappreciated attempts at trying to be TikTok, the Instagram feed will be changing in line with broader trends. 

Instagram may be launching Public Broadcasting Chats

Just as a telegram works, Instagram is supposedly looking to launch a one-to-many messaging feature called Public Broadcast Chats. 

This will allow creators to reach their most engaged fans by broadcasting a message that others read and react to, but cannot post a message of their own to. Messages could incentivise followers to subscribe by offering benefits such as exclusive updates or sneak peeks of upcoming content.

Instagram may be launching Public Broadcasting Chats

As a brand, you will get feedback from followers through reactions, making this feature low-maintenance in terms of community management, as users will not be able to spam, troll or leave abusive messages. 

Instagram has not released any word on when this feature could possibly launch. 

Instagram Reels have levelled up 

Official reports state that all new videos uploaded to the app, 15 mins and under, will be shared as Reels from now on. Old videos will remain unchanged, but they will now appear in the Reels tab on a user’s profile. 

Instagram Reels have levelled up 

The benefits of using Reels over standard videos goes hand in hand with improving your discoverability, as more users will see recommended Reels on their feed. 

An update on Reels Remix was also announced. The algorithm rewards early adoption, so it is best to get started with using Remixes and Templates.

Finally, Instagram has also confirmed that you can access Reels templates from the Reels creation page, as well as confirming a new dual camera feature.

YouTube Updates

YouTube announces its ‘Edit into a Short’ feature

Short form video is dominating social media platforms, and with 1.5 billion YouTube users interacting with YouTube shorts every month, it only makes sense for the platform to continue updating with this in mind.

Creators will now be able to convert segments of their existing long-form content into minute-long Shorts variations.

YouTube announces its ‘Edit into a Short’ feature

The Shorts conversion process will still include all the regular Shorts editing tools and you will also be able to add new video segments to your converted clips or even include sections from your existing content. 

All Shorts you create via this process will link back to the original long-form video, so that users can easily connect with the full content.

YouTube tests a new product tagging feature

For its latest creator feature, YouTube is testing a new shopping tool that allows creators to tag products in videos. Viewers will then browse these products on the video through an on-screen pop up, which redirects them to the retailer’s website if clicked. 

YouTube tests a new product tagging feature

YouTube creators currently do not earn commission from sales generated. Instead their revenue comes from the number of clicks their product tags in the description box generate. With this new feature appearing in front of the viewer’s eyes, the likelihood is that it will increase product clicks and generate more revenue for the creator. 

Embedding the product tags into the video is much more sophisticated, as it allows viewers to browse without having to leave YouTube.

Twitter Updates

New ‘Status’ Markers in Tweets

Users will have the opportunity to add a status indicator to their Tweets with 17 activity options to choose from; including ‘Hot Take’, ‘Travelling’, ‘Shower Thoughts’ and ‘A Case of the Mondays’. These will be added to the Tweets and displayed in-stream like this:

New ‘Status’ Markers in Tweets

The hope is that brands will also be able to utilise this tool by announcing a ‘Countdown’ to a new launch. 

At this stage, you cannot customise your own Status Markers, but who’s to say this won’t come to fruition in a later update once the initial tool has been rolled out to everyone.

Explainer Notes are now embedded in edited Tweets

After years of hesitation towards letting users edit Tweets, as this could alter their original meaning, Twitter has finally announced a way to provide relevant context to edited Tweets without causing confusion. 

Both versions of the Tweet will still be available just with contextualising embeds, as seen here:

Explainer Notes are now embedded in edited Tweets

‘Last edited’ and ‘There’s a new version of this Tweet’ are implemented with the hope of avoiding confusion among users as to which is the original content; ensuring transparency.

Though it isn’t the edit button that Twitter has confirmed to be working on since April, it is a start and seems as though it is fairly easy to use and navigate. Hopefully users’ positive interactions with this update will provide a pathway to the app realising that a simple editing button is all they needed to implement from the start. 

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

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Posted in Social Media Marketing News

Weekly Marketing News, 5th August 2022

August 11th, 2022 by

Meta rivals Twitch, TikTok goes fresh and takes on Spotify, the metaverse will change influencer marketing, and Duolingo partners with Jackbox Games. 

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. Meta is developing a Twitch rival

Meta is developing a Twitch rival

Meta is reportedly testing a new livestreaming platform called Super, which has “similar functionality to Twitch.” It’s invited a small handful of influencers and creators to test it out and is yet to confirm what this new platform means for the future of Facebook Gaming. Super is designed to allow influencers to engage with their audiences and “create a platform that enables a digital version of in-person meet and greet experiences.” (Via Dexerto)

2. Buy your fresh food from TikTok

Buy your fresh food from TikTok

TikTok has launched fresh food in the UK, with users able to order directly through the platform. The merchants, which will take responsibility for delivery of orders, can work with TikTok’s network of creators to run live content and offer users exclusive discounts. Food content is a huge driver of engagement on TikTok, with everyone from amateur foodies to well-known chefs sharing tips, recipes and mouth-watering meals on the platform. (Via Retail Gazette)

3. TikTok to take on Spotify 

TikTok to take on Spotify

TikTok might be developing a music app that’s set to take on Spotify, Apple Music, and YouTube Music. TikTok filed a trademark application for a music app in May, and lists a variety of potential goods including “allowing users to purchase, play, share, download music, songs, albums, [and] lyrics,” as well as “live stream audio and video interactive media programming in the field of entertainment, fashion, sports and current events.” (Via CNet)

METAVERSE NEWS

4. What will influencer marketing in the metaverse look like?

What will influencer marketing in the metaverse look like

Social media has seen a huge increase in AI influencers. When the metaverse arrives, AI influencers will coexist with their human counterparts in the metaverse, allowing customers to engage with more personalised and relatable brand tales. Brands across the marketplace are tapping into the potential of the metaverse and the marketing benefits it offers. (Via The Statesman)

WORK WE LIKE

5. Duolingo partners with Jackbox Games

Duolingo partners with Jackbox Games

Learning platform Duolingo has partnered up with games developer Jackbox Games. The tie-up is based on a recognition that the gamification of language is part of both platforms’ appeal, powered by users’ mobile habits. Jackbox, for instance, is integrating Duolingo-based questions into its Quiplash minigame, which sees players enter the funniest answer possible to prompts such as: ‘Before Duolingo chose the Owl, it wisely rejected [blank] as its mascot.’ (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.

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Posted in Marketing News

How to Measure Influencer Marketing Campaigns

August 11th, 2022 by

Half a decade ago it seemed that the term “influencer marketing” was just a business buzzword that wouldn’t amount to much. No one realised that it was set to be worth $15 million in 2022. 

Now that marketers are aware of its potential global success, it has become a primary advertising channel and one of the most effective ways of building a brand from the ground up.

If you are reading this blog, you either fall into the category of being deeply invested into influencer marketing already and wanting to know if it was the right decision OR you have been putting off collaborating with influencers because you are unsure of how to measure the results of a campaign. In whichever case, we’ve got you covered.

Without further ado, here are the top tips on how to measure influencer marketing campaigns.

Why is it important to measure marketing effectiveness?

In layman’s terms, measuring marketing effectiveness essentially means to analyse and describe the impact and efficiency of marketing. 

When you effectively measure influencer marketing, you can assess what works for future strategies and what doesn’t. You can also better evaluate your performance, track where your leads and sales are coming from and spot areas for improvement. The rate at which you measure this effectiveness is entirely dependent on your personal timeframe, goals and objectives.

Simply put, keeping track of and measuring the effectiveness of your influencer marketing campaigns will only be beneficial to you in the long run, as you will learn to better understand your business; setting future campaigns up for guaranteed success. 

influencer marketing campaign

How to measure the success of influencer marketing

How to measure influencer marketing campaigns: Metrics and KPIs

A successful influencer marketing campaign is that which sets itself up for success in the initial stages. One of these first steps is deciding which KPIs (key performance indicators) and metrics you will use to monitor your campaign’s effectiveness.

The right KPIs will help you identify which campaigns and tactics have the biggest impact on whether you reach (or fail to reach) your sales and marketing goals.

With an extensive list of KPIs already out there, how do you choose which ones to define the success of your campaign? 

In all honesty, there is no right answer, but there are things to consider when choosing the right ones for you:

Align your metrics with company objectives

Less is usually more

Avoid looking at metrics in isolation

Delegate reporting to one responsible team member

Now you know what to consider, here are just a few examples of KPIs that could potentially be of some benefit to you. 

  1. Marketing Revenue Attribution – how much revenue have your digital marketing campaigns brought into your company?
  2. Customer Acquisition Cost (CAC) – total sales and marketing spend needed to gain a new customer. This is calculated by using the following formula: (total marketing expenses + total sales expenses) divided by number of customers acquired within your chosen time frame.
  3. Digital Marketing ROI – calculated by using the following formula: (sales growth – marketing investment) divided by marketing investment.
  4. Organic traffic and your top 5 entry pages

How to measure influencer marketing campaigns: Deadlines

Setting time frames and deadlines to accompany your goals/objectives will create accountability and help keep you focused. Sticking to deadlines will ensure you are doing all that you can to lead a successful campaign. 

Which leads us to…

How to measure influencer marketing campaigns: Scheduling 

Once you have established a timeframe for your campaign, assign checkpoints along the way to track your progress. These will be essential to understanding what is working and what isn’t. There is no rule on how often this should be done, but experts suggest scheduling more in the initial stages of the campaign. 

How to measure influencer marketing campaigns: Use the tools

They’re there for a reason! 

Google Analytics is the most commonly used tool, but any and all software will help you track your campaigns and better understand your leads and customers. 

There is no single marketing tool that can cater to the needs of everyone, so it is wise to pick one based on the goals you are aiming to achieve.

How to measure influencer marketing campaigns: Benchmark your performance

This allows you to capitalise on growth opportunities and spot areas for improvement, as well as allowing you to gain competitive advantage and set more meaningful and achievable targets for your campaign.

How to measure influencer marketing campaigns: Don’t stop testing

Even when your campaign is running full steam ahead, test test test.

Knowing how to measure influencer marketing campaigns is knowing that the key to success is consistent testing and analysing. After all, there are no disadvantages to continuous testing; only the benefits of being able to adapt new ideas from test results for an overall better performance. 

Final thoughts

We hope this has given you some insight into a few tips and tricks on how to measure influencer marketing campaigns. As a marketer, it is in your best interests to figure out which measurements to implement in order to test the effectiveness of your campaign and further improve your chances of success for now and the future. 

FAQ’s

How do you measure the success of an influencer marketing campaign?

This all depends on whichever metrics you choose to measure the campaign’s effectiveness. These metrics should be aligned with your campaign goals and regular analysis and testing should be conducted to determine whether you are meeting these or not. Some examples of key metrics and KPIs are:

  1. Using marketing tools 
  2. Benchmark your performance data
  3. Check your online feedback
  4. Revenue 

How do you analyse an influencer marketing campaign?

Using marketing tools such as Google Analytics will allow you to analyse your influencer marketing campaign. 

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 Industry Trends, Social Media Marketing News

A Complete Guide to Beauty Influencer Collaborations

August 11th, 2022 by

They’re beguiling, they’re boujee and they’re the face of some of the most successful marketing campaigns on social media. They are beauty influencers! 

Dominating every platform, the power beauty influencer collaborations yield is not to be overlooked. With their knowledge and expertise on all things makeup and skincare, these influencers are able to come up with innovative new ways to market products that traditional marketing methods cannot support. 

Since their emergence in 2006 on YouTube pioneered by Michelle Phan, they have since changed the landscape of the beauty industry; making huge waves that are still impactful today. 

What is a beauty influencer?

They are trusted social media profiles who influence their organically-grown audiences to purchase certain products and share with them their beauty tips and tricks. Beauty influencers operate within the haircare, skincare and cosmetics spheres and their knowledge and expertise on their niche is what makes them the go-to sources for info on major beauty brands. 

Think of them as that one beautiful friend who always seems to know everything about keeping your skin, hair and makeup on trend and on point. This is why their followers trust them and, therefore, why brands reach out to them for beauty influencer collaborations

Choose your fighter 

The beauty industry is vast and continuously expanding. To ensure that every corner of the industry is reached, beauty influencers can be categorised to suit their niche:

Tutor/Educator – inform their audience about different products – their ingredients, how to apply them, where to buy them etc.

Artist – put their creative skills to the test by using makeup to create elaborate designs on their face and body. 

Guru – long standing experts in their field

Entrepreneur – create their own cosmetic, skincare or haircare lines with their own unique formulas. They can then use their background as an influencer to market to their followers and form collaborations between their brands and others.

Ambassador – work closely with a brand to promote their products. These are often nano/micro influencers, but their audience is highly engaged.

Activist – focused on promoting social responsibility within the beauty industry.

Beauty influencers X Influencer Marketing

The cosmetic industry was leveraging celebrity endorsements decades ago. All social media has done is merely shifted brand strategies to suit the digital age. 

Due to them operating on nearly every social media platform, there is no doubt you would have seen a beauty influencer collaboration—or seven—appear on your screen at some point. This is because of the authenticity and reach of their campaigns and, before you know it, you’ve got family members who told you they couldn’t make it to the barbecue all of a sudden popping up to rave about the new hair tool or makeup product that has just absolutely transformed their life (oh, and that they will be making it to the next one to show it off).

Beauty influencers are known to be feisty and to the point. They know what strategies work and are up front and honest about the products that they are reviewing/testing. Giving them creative freedom is key to a successful campaign, as well as being prepared to overcome any knock backs should they not like a product they have been sent. 

We know this sounds a bit scary, but the benefits of running a beauty influencer collaboration far outweigh the disadvantages. Here are a few to convince you:

Social media is the predominant hangout zone for consumers 

At this point, with over 3 billion social media users, it would be silly not to utilise any form of influencer marketing, particularly when statistics show that 67% of beauty enthusiasts turn to online beauty influencers before making a purchase.

It is more affordable  

Who doesn’t want to save money?! In comparison to traditional marketing methods, influencer marketing is much more affordable. While some mega influencers can be costly, micro influencers certainly aren’t and they usually have the most engaged audiences.

It is effective 

Whatever product/service it is that you are looking to launch, you will never be stuck for creators within your niche to market it. The influencer’s honest reviews will deem them a trustworthy source by users, suggesting that anything they promote in the future will be trustworthy (and purchase-worthy) also.

Examples of beauty influencer collaborations

As self-confessed beauty enthusiasts, we cannot say that collating this list was easy. There are so many iconic influencer makeup collaborations that truly changed the game for today’s generation of beauty influencers, but we have narrowed it down to those we feel reaped the most rewards. Without further ado, we have:

 

View this post on Instagram

 

A post shared by Morphe (@morphebrushes)

James Charles X Morphe – 2018

One of the most powerful beauty influencer collaborations is also an incredible moment for men in makeup. This palette sold out in less than ten minutes after its launch and if you posted a YouTube review you were automatically guaranteed a surplus of views due to the sheer number of people who could not get their hands on it dying to see it in action.

 

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A post shared by J A C L Y N 😜 (@jaclynhill)

Jaclyn Hill X Becca Cosmetics – 2016

One of the most viral beauty influencer collaborations to ever see the internet. Though the brand Becca is sadly no longer with us, it was responsible for producing potentially the most popular highlighter the beauty industry was ever graced with; Champagne Pop. If you were seen to be wearing this on your face in public, everyone automatically saw you as “that girl” and if they didn’t, the blinding glow from the highlighter would direct their attention to you anyway. A cult classic!

 

View this post on Instagram

 

A post shared by Anastasia Beverly Hills (@anastasiabeverlyhills)

Nicole Guerriero X Anastasia Beverly Hills – 2017

Possibly the most prestigious of beauty influencer collaborations to come out of the woodwork; this saw high-end cosmetics line ABH meet the glow queen, Nicole Guerriero. This limited edition highlighter palette sent fans crazy upon its launch and became a staple in many people’s makeup bags for years to come. 

FAQ’s

Who is the most famous beauty influencer?

Huda Kattan – founder and CEO of Huda Beauty – has 49.3M Instagram followers and 4.15M YouTube subscribers. Her brand shot to fame when Kim Kardashian revealed she wore Huda Beauty false eyelashes; proving the power and effectiveness of celebrity endorsements.

How do beauty influencer collaborations work?

  1. Establish which campaign type you want to run with
  2. Decide which platform you want to promote your brand on
  3. Research influencers on this platform whose image and values align with your brand’s 
  4. Pick an influencer with a good engagement rate 
  5. Contact your influencer with details about the collaboration and let them know what’s in it for them
  6. Hand over creative control – your influencer knows their audience better than anyone else and so they know what sells! 
  7. Consistently track and measure the campaign results.

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 Industry Trends, Social Media Marketing News

Understanding Influencer Marketing

August 11th, 2022 by

For those of you who still aren’t familiar with the term ‘influencer marketing’, we are here to take you out of that shell you’ve been inhabiting and guide you into the modern, digital era.

Of course knowing the ins and outs of influencer marketing might not be beneficial to everyone on the internet, but if you have willingly opened up this blog, that tells us that you are either an aspiring influencer looking to make money from your social media profile(s) or you are a brand looking to utilise influencer marketing for your next campaign. Whichever category you fall into—or whether you are simply curious about what influencer marketing entails—everything you need to know about understanding influencer marketing is written below.

Understanding influencer marketing: The Basics

What is influencer marketing?

Simply put, it is the relationship between a brand and a social media influencer within which the influencer will promote the brand’s products/services through various social media platforms such as Instagram, TikTok and YouTube; oftentimes, in exchange for money. 

Not to be confused with celebrity endorsements, influencer marketing goes much deeper than this. Influencers are typically considered experts in their respective fields and obtain their large, loyal followings because of the wealth of knowledge they are able to share with those interested. Because of this, they are headhunted by brands who are looking to reach the influencer’s audience with their product/service. For these brands, it is much more beneficial to reach a smaller, more-engaged audience than utilise influencers with hundreds of thousands of uninterested followers. 

Understanding influencer marketing: How does influencer marketing work?

On the surface, influencer marketing appears to look like popular people on the internet posting promotional content for a brand, however there is much more to it than meets the eye. 

It is true that, at its core, influencer marketing is essentially the collaboration between a brand and an influencer, but the steps taken to get this collaboration up and running are strategically put in place and require hard work. Knowing these steps is key to understanding influencer marketing.

Collaborations, more commonly known as influencer marketing campaigns, can take on many forms, with the most common being:

  1. Sponsored posts
  2. Brand ambassadors
  3. Product collaborations
  4. Discount codes and affiliates
  5. Giveaways and competitions
  6. Brand events

Each of these campaign types have different processes and reap different benefits, however the initial steps taken to set them up are always the same. 

It all begins with choosing the right influencer(s). Brands must choose influencers whose: 

  1. Image and values align with their own 
  2. Audience is their target demographic
  3. Engagement rate is between 1% – 5% (want to know more about influencer engagement rates? Click here)

A brand’s choice of influencer will determine which campaign type will be run. The size of the desired audience is a key factor in outlining ideal goals and objectives. For example, micro influencers are known to have niche followings of roughly 10k -100k users. This is not as large as some macro influencers with 500,000+ followers and so campaigns that are targeted at driving sales, as opposed to increasing brand awareness, are most likely going to be more successful. And vice versa. If your marketing strategy goals are to increase brand exposure, partnering with macro influencers who have the large followings is going to be your best shot at achieving this. 

The rest of the collaboration process will oftentimes look like this:

  1. Outlining the campaign goals and objectives (personal and numerical)
  2. Deciding which campaign type to run
  3. Discussing with the influencer(s) which product/service will be promoted
  4. What content will be needed from the influencer(s)
  5. What benefits the influencer will receive from this collaboration
  6. How the results of the campaign will be tracked and measured

Understanding Influencer Marketing

Understanding influencer marketing: Why is it important?

It is no secret that more and more sectors are shifting online; such as banking, health sectors and marketing. As with everything nowadays, it is very easy to get left behind and find yourself out of the loop; creating yourself a long path back to the modern day, should you leave it too long. The same applies to the marketers. Staying in touch with online updates and social media changes is imperative to driving successful campaigns. 

With the domination of social media platforms like YouTube, Instagram and Facebook came the reduced interest in and interactions with traditional marketing methods. Users are now given freedom over how they wish to view content and brands have soon come to view this as a hindrance…until the utilisation of influencer marketing. This modern method allows brands to increase their reach as their audience spreads further out across the internet and the influencers are the key to locating where they are at. 

Understanding influencer marketing: What are the benefits?

We understand that there is a possibility that you are still sitting there asking yourself ‘does influencer marketing actually work?’, so, to convince you that there is a purpose to all of this, we have compiled a list of benefits that influencer marketing reaps; should you decide to take the leap of faith.

It quickly builds trust – influencers have spent a long time building credibility, trust and genuine relationships with their followers. This means their followers respect their content and their recommendations. As a brand being recommended by said influencer to their audience, this automatically deems you trustworthy too.

Improves brand awareness – a recommendation or promotional post by an influencer immediately expands your reach and positioning online. They key? Ensure that you are providing valuable content that adds to their social presence too. Remember, this is a partnership. 

Enriches your content strategy – sharing influencer content can help fill in the gaps in your own content schedule. 

Effectively reaches your target audience – Through relevant influencers, your content is automatically placed in front of users who are already interested in your niche. Rather than conducting the audience-targeting-research yourself, the influencer is your key to already having them in place and ready to receive information from you. 

Builds winning partnerships – Building a long-lasting relationship with an influencer could lead to powerful things in the future, such as product collaborations, live events and/or joint ventures. 

FAQ’s

What is influencer marketing and how does it work?

Influencer marketing is a marketing technique that utilises popular social media accounts to promote a brand’s products or services. 

A brand will select an influencer/group of influencers to work with and run what is known as an influencer marketing campaign to achieve certain goals and objectives set out prior to the collaboration. 

How do you use influencer marketing effectively?

Understanding influencer marketing is vital in order to do it effectively. We’ve listed our top tips below. 

  1. Document your goals and key performance indicators (KPIs)
  2. Understand the influencer landscape; what types of influencers are out there, how is their engagement rate etc.
  3. Connect with influencers organically – don’t try and sell a collaboration, let the influencer know what’s in it for them
  4. Keep measuring and tracking your results throughout the campaign to understand what works well for your brand and what needs improvement.

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

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

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Posted in Influencer News, Social Media Marketing News

Influencer Engagement Rates: All You Need to Know

August 4th, 2022 by

Times have changed. Becoming an influencer in today’s climate no longer requires hundreds of thousands of followers. However, the interactions followers have with an influencer’s content is essential to becoming a successful influencer and maintaining this status. 

As a brand, understanding how to choose an influencer is understanding influencer engagement rates and how they can impact your next campaign. The influencer may post pretty pictures and use the correct hashtags, but are they engaging their audience and driving results for the brands they partner with? 

If you want the lowdown on all there is to know about the engagement rates of influencers and how they can be calculated then this blog is just for you. 

What is influencer engagement?

Engagements are any interactions a user has with a social post, whether this be likes, comments, shares and clicks. Types of engagement vary depending on the social media platform—ie, Twitter has retweets—but all of them amount to an overall engagement rate. This rate signifies the average amount of engagements an influencer is getting overall. 

How do you calculate an influencer’s engagement rate?

This is relatively straightforward, and only requires access to a chosen post on your influencer’s profile. 

Engagement rate=

(Likes+comments) / Total number of followers

Choose a post on your influencer’s profile and add up the total number of likes and comments it has received. 

Once you have this number, divide it by how many followers your influencer has and voila! That is their engagement rate. 

REMEMBER: this is just the engagement rate of whichever post you have chosen. In order to calculate the engagement rate of an entire profile, you will need to find the average engagement rate over a minimum of 10 posts. 

Why is influencer engagement important? 

Above everything, an influencer’s engagement rate will tell you whether they are consistently producing top-performing content. If this is the case, they will be able to drive impressive results for your brand. 

You may have curated a pool of talented influencers, but analysing their engagement rate will cherry pick those who are able to solicit interactions from their followers, increasing the interactions they then have with your brand and the overall success of your campaign. 

Marketers report that clicks are another important factor when it comes to choosing influencers for a campaign. They may fit your campaign in terms of aesthetics and values, but this will not generate a positive return on investment. Clicks essentially drive conversions and these are vital for driving traffic to your brand’s profiles or web pages. 

What is a good engagement rate for influencers?

While this number can vary depending on audience size and platform, an average engagement rate for influencers typically falls anywhere within 1% & 5%. 

Does size matter for influencer engagement?

We’d love to be humble and say no, but, unfortunately, in this case it really does. 

Macro influencers and celebrities were once extremely sought after by brands for influencer marketing campaigns due to the sheer size of their following. They saw this as an opportunity for exposure to as many people at once as possible. As the dawn of the micro influencer came, brands were beginning to notice that campaigns with these influencers were much more successful in comparison. 

It was quickly discovered that micro influencers had closer relationships with their audience, and were therefore able to push sales of certain products, as opposed to the macro influencers/celebrities who never knew their audiences personally. 

The size of an influencer is often very telling of the engagement rate they should be at or working towards. The engagement rates of Instagram influencers is where these numbers vary greatly. A nano influencer is expected to sit at an average engagement rate of 3.86% while a mega influencer, with 1million+ followers, has an average rate of 1.21%. 

Does platform matter for influencer engagement?

In short, yes. 

Social media platforms like TikTok are built on short-form video content, a trend that is currently taking the social media-sphere by storm. Due to the sheer volume of users, creators gain considerably more views on content here than those on any other platform; therefore organically increasing the average engagement rate of TikTok creators. 

Influencer Engagement Rates: Final Thoughts 

Now you understand what engagement rate tells you about an influencer’s performance, you can narrow lists of influencers down to those who are able to deliver the best results for your brand. Keeping in mind the size of an influencer’s following and the platform upon which they operate is vital and will paint a clearer picture of what to expect with regards to their engagement rate; meaning from here on, you can determine whether or not their partnership will be of value to you. 

FAQs

What is an influencer’s engagement rate?

This indicates the amount of interactions an influencer’s post gets from that platform’s users. These come in the form of likes, comments, shares, saves, clicks etc. and are important in signifying to brands how well a promotional post on that influencer’s profile could potentially do. Essentially, an influencer’s engagement rate will tell brands how highly performing of a creator they are. 

How is influencer engagement measured?

The formula is: 

Total number of likes + total number of comments / the number of followers. 

This is the engagement rate for one post. To find out an influencer’s overall engagement rate, you will need to find the average rate of a minimum of 10 posts. 

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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Basics of Influencer Marketing

August 4th, 2022 by

If you are present at least somewhere within the social media-sphere, we’re sure you have seen countless promotional posts created by popular accounts for an array of different brands. This is influencer marketing and, within the last decade, it has taken the marketing industry by storm. Revolutionising the way brands communicate with consumers, the basics of influencer marketing are based on the notion that people value the recommendations of people they like and trust. 

Influencer Marketing Basics

The basics of influencer marketing: What is it?

When talking about the basics of influencer marketing, it’s best to start at the beginning. While the industry is constantly evolving to adapt to shifts in the online world, at its core, influencer marketing is a hybrid of old and new marketing tools. It takes the idea of celebrity endorsements and places it into a modern-day, content-driven marketing campaign; that sees the collaboration between brands and popular social media accounts called ‘influencers’.

The basics of influencer marketing: What is an influencer?

Unlike celebrities, influencers can be anyone and are found everywhere. They can seem like ordinary people with a modest following of 10k-100k or they can have large followings of 500k+, but whatever the size of their audience an influencer is defined as being someone who has:

  1. The power to affect the purchasing decisions of others because of his/her authority, knowledge, position or relationship with his/her audience
  2. A following in a distinct niche, with whom he/she actively engages. 

A common misconception made by traditional media is that influencers are celebrities. If becoming a celebrity was as easy as gaining 10k followers on a social media platform, the whole world would be one!

Influencers are considered experts within their field. It is not a coincidence that they have the audience that they do. They are often many people’s go-to for questions regarding their expertise and the content they create is made with the aim of providing new and insightful information to those interested. Just like a boss level in a game, this niche audience is what the brands are after and the only way to get to them is through the influencer; hence, a collaboration. 

The basics of influencer marketing: Influencer x brand collaborations 

More commonly known as influencer marketing campaigns, collaborations between influencers and brands can take on many different forms. The most common being:

  1. Sponsored posts 
  2. Brand Ambassadors
  3. Product collaborations
  4. Discount codes & affiliates 
  5. Giveaways and Competitions
  6. Brand events

While each of the above collaborations entail different processes and reap different benefits, the initial steps taken when beginning a campaign are always the same.

The perfect collaboration you see on your screen in front of you most likely is a result of strategic planning; which all begins with dissecting a pool of carefully selected influencers in order to find the perfect match. Brands must choose influencers whose values and image is in alignment with their own and whose audience is also the brand’s demographic in order to run a successful campaign. As well as this, the influencer must have sufficient engagement rates to reassure the brand that their product/service is not falling on deaf ears.

Once the influencer/group of influencers is chosen, the collaboration is well underway. Next on the agenda to discuss will be:

  1. What type of campaign will be run
  2. What product/service will be promoted 
  3. What the campaign’s goals are (personal and numerical)
  4. What content will be needed from the influencer(s)
  5. What benefits the influencer will take from this collaboration
  6. How the results of the campaign will be tracked and measured

Facts about influencer marketing

Now that you are clued up on the basics of influencer marketing, you may be sitting there and wondering if this is something you could get on board with, either as a brand or as an influencer. The answer is always going to be ‘yes, you can!’. As a post-pandemic world has sky-rocketed influencer marketing into a $13.8b industry as of 2021, it begs the question, just how big is influencer marketing?

Here are a select few statistics and facts about influencer marketing that just might convince you to hop on the bandwagon and enter the modern, digital era. 

High average earned media value per $1 spent on influencer marketing

Businesses earn an average of $5.78 per $1 spent on influencer marketing, while others can earn up to $18. 

The majority of marketing companies intend to increase their influencer marketing budget

It is clear that influencer marketing is that which most companies see as valuable, with 62% who already utilise the tool, opting to increase their budget for it in the next year.

The industry is set to expand

By the end of 2022, the influencer marketing industry is projected to sit on $16.4b. This growth is attributed to growing short form video platforms such as TikTok, Instagram and YouTube.

More brands will leverage micro influencers

With micro influencers set to dominate 2022, many brands are now looking to utilise their incredibly niche audiences for personal gain. The market share for these influencers grew from 89% in 2020 to 91% in 2021, and is only set to grow by the end of this year. If you are looking for your next paycheck, micro influencing is the key. 

FAQ’s

What do influencers do in a marketing campaign?

Influencers promote the product/service of a brand they are in collaboration with, to their followers in order to drive sales, increase exposure or drive traffic to the brand’s social pages.

What is an example of influencer marketing?

In 2015, clothing retailer Zara netted $2.3b in annual profits by leveraging its social media campaign with the help of top Instagram influencers who are considered the most fashion-focused. By using influencers, they were able to give the impression that their products were more accessible than high-end clothing. Their #iamdenim campaign combined working with ‘real people to produce clothing for ‘real people’ and one of their video posts gained over 355,000 views due to this openness and authenticity. 

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 Platforms

Music Influencers

August 4th, 2022 by

It seems just about anything can be promoted by influencers nowadays, so why not music? 

Before social media ruled the world, a new release from an artist would be publicised by their record label in traditional media formats such as on the TV and in newspapers. If the artist didn’t have a record label, news about their upcoming single or album release would most likely take place at their next concert on stage as they say something along the lines of “this next song is a new one from the album [insert album name here] which will be out on [insert date here]. Hope you like it”. It really was that simple and it really did work. 

Social media has unveiled new and exciting ways to promote upcoming music releases, with the utilisation of music industry influencers and music influencers becoming a new norm. If you are a brand looking to market to those in the music industry, working with a music influencer just might be your best shot at reaching them. 

music influencer

Music industry influencers vs. music influencers

Simply put, one speaks to industry insiders and one speaks to music fans. 

Before beginning to reach out to influencers, a good first step would be to take what it is you are trying to market and find its place in the industry. Are you an aspiring musician looking to gain exposure on a new track or are you looking to promote your client who sells booth-standard microphones for recording studios? Whichever category you fall under will determine which influencer type you are best suited to and which will bring you the most success. 

Meet the music industry influencers

The clue is in the name. These are influential social media accounts to those working within the music industry. Their audiences are typically made up of industry insiders, such as label executives and pretty much anyone who makes music their business. 

Due to their powerful reputation both on and offline, working with a music industry influencer could potentially get your foot in the door with those who help power the famous acts that you know and love. As a rare bonus, working with these influencers might also get you limited access to the stars in their orbit, but don’t expect or rely on it. 

Meet the music Influencers

These are influencers who cater to the music fans, as opposed to industry insiders. Whether they are budding or already famous stars, utilising them can increase the size of your audience and find new customers. 

There are countless opportunities when it comes to partnering with a music influencer for your next campaign. Perhaps they could write/perform a small jingle that goes hand in hand with your next product launch or they could use your product during a performance/interview. 

The top music influencers are the Justin Biebers and Taylor Swifts of the world. While it would be life changing to partner with them, there are also many benefits to partnering with smaller, independent artists with fanatic fanbases. 

 Meet the music Influencers

Where can I find these influencers?

Instagram 

Being the hub for influencer marketing, the top music influencers on Instagram are guaranteed to increase awareness and drive sales for your brand. 

The current rankings for the top five music influencers on this platform are as follows: 

  1. Selena Gomez – 339M followers – 0.96% engagement rate
  2. V (of BTS) – 48M – 27.5% engagement rate
  3. Jennie (of Blackpink) – 68M followers – 12.2% engagement rate
  4. Billie Eilish – 104M followers – 4.9% engagement rate
  5. Lisa (of Blackpink) – 80M followers – 8% engagement rate

Stories and Reels are the ultimate powerhouses for music promotion on this platform. When an influencer features a track in their Post, Story or Reel, a link to the track will then be automatically added to the app’s in-house music library. 

YouTube 

The original talent scout. Many people rose to musical fame on this platform.

Today, the top music influencers that dominate YouTube are:

  1. Conan Gray – 4.74M subscribers
  2. Madison Beer – 2.81M subscribers
  3. Nezza – 364k subscribers

TikTok

The newbie, but not to be underestimated. TikTok music influencers can rise to fame in a fraction of the time it would take them to on any other platform. Partnering with one of them could potentially set your brand up for life. 

The current top TikTok music influencers are:

  1. Loren Gray – 54.6M followers
  2. Ashnikko – 4M followers
  3. Dixie D’Amelio – 57.5M followers

With the unpredictability of what will go viral on TikTok and when, you can opt for partnering with smaller accounts that will cost less money than forking out a premium for a big TikTok music  influencer. 

Final Thoughts

There are many platforms to either begin or endorse a music career on, whether it’s as the musician or as the industry insider. Everyone is connected, and pretty much everyone loves music, so it is not hard to find your genre or niche. Utilise music influencers and the reach they have on their respective platforms and you just might launch the start of something brilliant.

FAQs


What does a music influencer do?

Like any other influencer, music influencers promote a brand’s products/services or new album/single release to their audiences consisting of music fans or industry insiders. 

Who is the biggest music influencer?

Selena Gomez stands as the current reigning music influencer with 339M followers on Instagram.

What is a music influencer example?

In 2015, superstar Justin Bieber posed shirtless for Calvin Klein. This led to the brand making $723 million dollars after the ad. 

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

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

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Influencer Marketing Predictions

August 1st, 2022 by

The only constant in the influencer marketing landscape is that it’s constantly changing! With companies slashing traditional marketing methods in 2020 as a result of the pandemic, 2021 was a year that solidified digital marketing as a dominant method; bringing with it changes that have altered the landscape permanently. 

In this blog we focus on the influencer marketing predictions and trends for 2022 and how the post-pandemic digital era has influenced this year’s forecast

Gone but not forgotten

Before diving into our influencer marketing predictions, understanding trends from previous years is helpful in understanding where this year’s influencer marketing predictions stem from. 

2020 saw an influx in prolonged periods of staying at home, and therefore an increase in video consumption, as many people turned to DIY content to fill their time by becoming home chefs and self-care gurus. This paved the way for brands to capitalise on digital marketing as the whole world and their dogs were glued to their screens looking for some form of escape from the horrors outside. 

The digital marketing boom gave birth to a new wave of influencer marketing and in 2021 we saw the rise of the micro influencer; a wildcard that many brands utilised for quick turnaround times and personalisation. As well as this, micro influencers offered brands access to such niche audiences that they otherwise would not have found alone. As a result, the influencer marketing industry has been through a significant transformation in recent years, solidifying itself as a mainstream marketing tool and proving its adaptability as it moves with the changes on social media. 

 New year, new industry

As proven by influencer marketing trends in previous years, this industry has had many faces. From popular YouTubers promoting topshop joni jeans in 2009, to the burning desire to collaborate with a celebrity to feel like you’ve “made it”, we step into 2022: the age of the micro influencer. 

Bringing us to the first of our influencer marketing predictions…

 Influencer Marketing Predictions #1: The rise of the nano & micro influencer

Given their groundbreaking entrance to the industry last year, it’s no surprise that micro influencers will be a leading trend in 2022. Their authenticity and niche communities are what attracts brands to them. 

The industry is set to shift to a more data-driven approach and the high engagement rates and affordability makes micro influencers the perfect partner. These favourable insights mean more and more brands are not only willing to work with them, but also hand over creative control with regards to branded content as they are affirmed of its success rate in advance due to countless success stories from other collaborations over the past year. 

Being a micro influencer does not require the huge followings that being a macro influencer entails. Therefore, it really is a job open to anyone; should they put the hard work in, of course. Predictions show that within the next 5 years, one billion people will self-identify as a creator and with the development of social media apps making it easier to become one, many people will begin to consider swapping traditionally big life events, such as going to university, for monetising the content they create online. 

Perhaps you could be tomorrow’s viral sensation.

Influencer Marketing Predictions #2: Social commerce

The very end of 2021 saw the UK’s first shopping livestream via TikTok and in 2022, this number is expected to soar. Social media platforms are looking to occupy a larger space in the online shopping realm and are making it easier for brands to sell their products through them. 

Live e-Commerce, originating from China, is the perfect way for brands to connect with the right target audiences and turn them into customers. Those who offer accessible and affordable products are more likely to make use of this new concept and, with the help of influencers, it will become a new influencer marketing strategy; solidifying the connection between creator, brand and consumer. 

Influencer Marketing Predictions #3: The Metaverse

A concept that remains at arms length with many brands, and rightfully so, big brands are starting to jump head first into the metaverse due to its inevitable coming. If you can’t beat them, join them, right?

As seen in 2021, big-name brands in fashion and tech began dipping their toes in the waters of the metaverse with the creation of collections available exclusively to users in the virtual world. In 2022, it is expected that an increase in investments from brands looking to mainstream the metaverse will occur. Alongside this, we will witness a surge in the number of brands deploying technologies such as AI influencers to promote their products and services. Yes, this does mean AI influencers like Lil Miquela and Shudu are here to stay. 

Influencer Marketing Predictions #4: Short form video

The influencer marketing forecast for 2022 is, without a doubt, set to be the most successful and transformative yet. 

At the end of 2018, the net worth of the industry was $4.6 billion. This figure increased to $13.8 billion in 2021 and is predicted to sit at $15 billion by the end of 2022. Just because the industry needs even more hyping up, it is important to note that as of today influencer marketing is the main marketing strategy of approximately 90% of brands – making it very clear that influencer marketing is here to stay. 

FAQs


How do you measure the effectiveness of influencer marketing?

Keeping track of your influencer marketing campaign’s engagement through metrics such as likes and reactions, shares, comments and brand mentions is an effective way of measuring its success. 

What are some predictions for influencer marketing in 2022?

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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