How TikTok Threw the Male Beauty Market into the Highlight

March 28th, 2023 by

It’s not new news that TikTok plays an incredible role in whether a brand or product becomes popular—especially with Gen Z consumers. Every week there’s a new hot product making the rounds, influencing users in their thousands to rush and make a new purchase.

A particular consumer profile TikTok has been influencing heavily is male beauty shoppers. The male beauty market has grown rapidly over the past few years, and is estimated to be worth $110 billion by 2030.

Insights from GWI showed that beauty and cosmetics have been the fastest interest within male consumers, increasing by 21% in just three years. Interest really peaked during the first COVID-19 lockdowns in March 2020, while TikTok’s user base was growing at an incredible rate.

During early 2020, easy skincare was all the rage on TikTok. People had more time on their hands through working from home, being furloughed, or having school/university postponed, meaning they could put their efforts towards something not previously considered—in this instance, skincare. TikTok created a wealth of beauty and skincare content, offering in-depth and beginner friendly tutorials and breakdowns on skincare, hair care, and grooming.

Male-centred beauty hashtags have made a splash on the platform. The #mensgrooming hashtag has over 1.7 billion views, and #mensmakeup has over 351 million.

@luke.corbett Blushin pt 2 #mensmakeup #beauty #blush #grwmmakeup ♬ Satellite speed audio – 1D Audioz

Men in beauty isn’t a new concept, but it’s gradually filtering down to become a daily norm for many men. TikTok has helped break the gender stereotypes down, reducing the restrictions men previously felt towards beauty, and has paved a new path for self expression.

On the platform, there are countless videos of men sharing their “undetectable boy beats”, which is essentially no-makeup makeup. Many men have shared their thoughts on makeup, and how it helps them feel more confident by hiding any skincare concerns they have.

In addition to skincare, and natural-finish beauty products, men have also become more interested in traditionally feminine beauty products. With the rise of different aesthetics, including e-boy and indie sleaze, there’s been a significant increase in male-beauty content around eyeshadow, eyeliner, and nail polish.

@dthekorean Would you put blood on your face? 😏 #korean #kbeauty #koreanskincare #chemicalpeel #Skin1004partner #skincarehacks #skincaretips ♬ Let It Snow! Let It Snow! – Frank Sinatra

Popular male skincare TikToker David Kim proposes that the rise of male beauty and grooming stems from the commonplace of social media. With the selfie-culture and aesthetically-focused content prevalent on social media, men have become more aware of their appearances than previous generations, and are directly confronting their insecurities with beauty, skincare and grooming.

Over the past couple of years, we’ve seen male-focused beauty and grooming brands burst into virality thanks to TikTok. Due to many men working from home, they have been able to experiment with skincare and makeup with time and privacy they haven’t previously had.

@stryx_official Reply to @_quantreau 🦈 #sharktank #mensmakeup #mensskincare #beautyindustry #mensskincareproducts ♬ Low Down – venbee & Dan Fable

Jon Shanahan, co-founder of male cosmetics and grooming band Stryx, bases a large portion of the brand’s success on the disruptive nature of the brand. He informs that the best performing videos are those that show a masculine-presenting man putting effort towards their appearance, and it’s this shock factor that helps the brand stand out.

He also states that his top performing videos are GRWMs when he has a moustache. He believes the juxtaposition of a masculine moustache combined with makeup catches people off guard, resulting in longer view times and higher engagement.

As social media and TikTok continue to battle the social constraints against male skincare and beauty, we expect to see more creators and brands continue to show men that skincare, cosmetics and grooming are their friends and can offer them a boost of confidence.

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Metaverse Fashion Week 2023 is Coming

March 9th, 2023 by

Metaverse Fashion Week is back for its second annual showcase! Taking place March 28th to 31st, Decentraland will welcome back brands from its initial show, as well as a bunch of new participants. 

This year’s Metaverse Fashion Week focuses on the potential of interoperability between open metaverses, and how brands can push the boundaries of digital fashion. Led by Decentraland and UNXD (a curated NFT marketplace), and in collaboration with the Spatial and OVER metaverses, MVFW23 will be a hub for fashion lovers across the globe to get together and witness the newest advancements in digital fashion. 

 

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A post shared by Decentraland Foundation (@decentraland_foundation)

According to Decentraland, “the MVFW23 theme ‘Future Heritage’ connects the next gen of creators and traditional fashion designers, showing the potential of fashion to bridge realities and worlds.” The event hopes to showcase the connection between innovation and tradition, and expose how fashion’s future lies within the digital realm. 

MVFW23 will take place across multiple metaverses, but the majority of installations and storefronts will be hosted within Decentraland’s Luxury District.  

So, what are some of the exciting experiences we can expect from MVFW23?

Dear Vivienne: A Tribute to the Punk Queen of Fashion

The Digital Design Community will be paying tribute to the late fashion icon Vivienne Westwood. The art collective Vuelta is creating an experience that’s part memorial, part gaming. The installation has been created with the intention of encouraging people to learn about the designer’s life, work, and activism.

Dear Vivienne

The Clarks Arcade 

British shoe brand Clarks—yes, Clarks—will be showcasing the Clarks Arcade. The experience will be part funfair, part rooftop nightclub, and will offer nostalgic activities, including vintage fairground rides, dance battles, and even Clarks-themed video games. The arcade will be held within the Threedium virtual shopping mall in Decentraland. 

Adidas’ community-focused experience

Adidas is joining the MVFW event for the first time with a community-focused runway show, bringing Decentraland and ITM holders (owners of its Into the Metaverse NFTs) together. The brand will be showcasing its “adidas virtual gear,” its first ever collection in digital fashion. Virtual Gear NFT holders will receive an exclusive 3D twin of their piece for their Decentraland avatar to wear inside the virtual world. 

Adidas’ community-focused experience

Miami Fashion Week runway 

Resortwear-focused Miami Fashion Week will be hosting an activation (including events and panels) and runway on the rooftop of its new L’Atelier in Decentraland. MFW is recognised by the CFDA, which means MVFW is another step closer to being recognised by the mainstream fashion world. 

Miami Fashion Week runway 

Tommy Hilfiger experience

Tommy Hilfiger’s MVFW 2023 experience will include daily product drops, AI-generated fashion, unique collaborations, and a community competition, where he winner will be hand-picked by Tommy Hilfiger himself. 

Tommy Hilfiger experience

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What a TikTok Ban in the US Would Mean for Brands

March 9th, 2023 by

ICYMI, a bill has been pushed forward by the Republican party that would allow President Biden to ban TikTok for sharing user data with the Chinese government. 

Amid security discussions around TikTok’s connection to the CCP, the White House has already announced a full ban of TikTok on government-owned devices; the move has been copied by EU and Canadian officials as tensions between China and the West continue, linked to the Ukraine conflict. 

The Deterring America’s Technological Adversaries Act (or DATA Act) directs Biden to potentially ban TikTok nationwide, should the administration find the company has shared private user data with people associated with the Chinese government. If the data has been used to surveil or censor users, Biden would be able to impose additional sanctions against TikTok and parent-company Bytedance. 

However, despite concerns, the Democrats are against moving the bill forward, citing the impact it would have on businesses in ally countries. In addition to this, many are saying the bill threatens the First Amendment. By banning TikTok in its entirety, the government would be censoring platforms and stripping Americans of their right to freedom of speech. 

TikTok has responded to the bill, saying it would put “a ban on the export of American culture and values.” 

While Republicans still hope the bill will pass, it has to make it through a Democrat-controlled Senate. Given the Democrats’ reluctance to restrict TikTok in the US, the bill could still result in TikTok looking very different for US users. 

So, what does a potential TikTok ban in the US mean for brands? 

The Impact of a US TikTok ban on brands

First of all, if a TikTok ban did come into place, it would only be banned from Apple and Google stores. It wouldn’t be illegal for users to use the platform, but it would be harder to do so, and that effort would likely deter a lot of users from trying. 

TikTok has over 110 million users in the US, so brands would lose an engaging platform that targets a large chunk of a population. TikTok in the US is a particularly persuasive platform, with 49% of users having purchased an item from a brand they’ve seen on their For You Page. Content on TikTok includes everything from brand hashtags, organic reviews, and paid sponsorships—and obviously ad spots. The addictive algorithm shows users content it will be interested in to keep them on the platform—a lot of the time this includes branded content. This means brands have been able to spend less compared to other platforms. 

Without TikTok, there will be more competition on other social media platforms. This means brands will likely have to spend significantly more on sponsorships and paid media in order to achieve the same reach and engagement as they did on TikTok. It could also lead to brands spending more money on traditional advertising channels, like TV, magazines, and website advertisements—all of which are significantly more expensive than UGC. 

Brands would also need to rethink their influencer strategies. TikTok creators have incredibly high engagement rates, significantly higher than other platforms. Micro-creators on TikTok have an average engagement rate of 18%. With the banning of TikTok, these creators would be displaced from the platform and lose the audiences they spent time building and the trust they formed with their followers. 

TikTok has also just started testing TikTok Shop in the US. TikTok Shop has proved to be a big hit in the UK and some Asian markets. Banning TikTok would mean that countless brands miss out on the opportunity to profit from the social commerce format—not only that, but creators can earn from promoting the products through TikTok Shop, so they would be restricting potential revenue. 

What can brands learn from this?

Whether a TikTok ban does eventually come to the US, there’s a clear lesson to learn. Don’t rely too heavily on one platform. 

Of course, it makes sense that many brands have put significant spending and effort behind the platform—it’s where an incredible portion of consumers are spending their free time, not just in the US but across the globe. 

However, many brands will be quaking in their boots at the threat of a TikTok ban. TikTok has been exceptional for small businesses when growing a following and building brand awareness. The type of content that performs well on TikTok has created a platform that genuinely entertains as it markets.

TikTok’s Testimony to Save Itself

On 24th March 2023, TikTok’s CEO, Shou Zi Chew, appeared before the House Energy and Commerce Committee to defend the platform against allegations it spied on American journalists. 

His testimony touched on TikTok’s consumer privacy and data security policies, the platform’s mental health impact and security concerns about the platform’s parent company, ByteDance. The main focuses of the testimony included: addictiveness, misinformation, children’s safety, mental health, selling data, and data security. 

Project Texas is the proposal from TikTok that would move all US data to a third-party cloud that only a team of US residents would be able to access, to create more transparency and security. 

A complete TikTok ban is unlikely and would be incredibly complicated. But, the platform is likely to change or face restrictions in some states. So, brands should begin considering how they can support their TikTok efforts in alternative ways.

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Weekly Marketing News, 24th February 2023

February 27th, 2023 by

What’s this?

Earn with TikTok Trivia, use AI in Roblox, stay with Hilton for 10 minutes, welcome back the OG IG, and pay $15 monthly for a blue tick! 

PLATFORM NEWS

1. TikTok launches Live-Stream trivia

TikTok launches Live-Stream trivia

TikTok is testing another way to maximise engagement with a new TikTok Live trivia series that will give users a chance to win money in the app. TikTok Trivia will run for five days, beginning February 22nd, and will be presented in partnership with Lionsgate, in support of the new movie ‘John Wick Chapter 4’. (Via Social Media Today)

2. Roblox integrates generative AI

Roblox integrates generative AI

Roblox is developing its own AI to help every Roblox user become a creator on the platform, not just those comfortable with Roblox Studio and other 3D content creation tools. The creative help will ensure users can create a new shirt, hat, an entire avatar; a house or even an entire experience – all from within another experience. (Via Roblox)

3. Would you watch a 10-minute TikTok? 

@hilton Unexpected & amazing things can happen when you stay, and we want you to stay with us for 10 minutes. Yup, we made a 10-minute TikTok AND we’re giving away 10M Hilton Honors Points + more. #HiltonStayFor10 #HiltonForTheStay ♬ Hilton’s 10-Minute Stay – Hilton

Hilton, with the help of Paris Hilton, has created a 10-minute TikTok. The ad encouraged viewers to stay with them for 10 minutes to be in with the chance of winning 10M Hilton Honours points and more.  (Via TikTok)

4. Reels views are on the decline

Reels views are on the decline

Since the rise of TikTok, Instagram has been attempting to rebrand itself as a video platform, but it seems to be doubling back on itself. Reels on brand social accounts have been performing worse, generating 20% fewer views in some cases, while photo performance has generally improved. Is this the long-awaited return to the OG Instagram? (Via AdWeek)

5. Buy your Instagram verification for $12 a month

Buy your Instagram verification for $12 a month

Meta is testing paid verification for Instagram and Facebook for $11.99 per month on web and $14.99 per month on mobile. Meta Verified will grant users a verified badge, increased visibility on the platforms, prioritised customer support, and more. It’s rolling out to Australia and New Zealand this week and will arrive in more countries “soon.” (Via The Verge)

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Weekly Marketing News, 17th February 2023

February 20th, 2023 by

What’s this?

YouTube switches up its influencer program, Instagram cuts Live shopping, is this the end of TikTok?, social media beats the Super Bowl, and what are consumers up to in 2023?

PLATFORM NEWS

1. YouTube switches up its influencer marketing program

YouTube switches up its influencer marketing program

YouTube is switching up its influencer marketing platform, and moving towards a self-service model as opposed to the hands-on program it previously used. BrandConnect functions as an in-house influencer marketing tool that matches brands with creators for paid campaigns. (Via Business Insider)

2. Instagram prioritises ads over shopping

Instagram prioritises ads over shopping

Meta has decided to remove the livestream shopping capabilities from Instagram Live. From March 16th Instagram users will no longer be able to tag products while livestreaming. This change highlights the struggle the U.S. market has had in making livestream shopping successful. (Via TechCrunch)

3. Are we seeing the downfall of TikTok?

Are we seeing the downfall of TikTok

TikTok could be risking falling out of popularity with users because of greed. In a process Wired calls enshittification, TikTok was good to their users, then focused on a good experience for businesses, and finally focused on figuring out how they could profit the most from others’ success. (Via Wired)

4. Social media vs. the Super Bowl

Social media vs the Super Bowl

Super Bowl ads have been the flashiest ads for years, but this year they were dethroned by social media ads. The Super Bowl LVII boasted 113 million live viewers, but the hashtag #SuperBowlLVII on TikTok alone collected 225 million views, more than double the game’s live viewership. (Via Marketing Dive)

Consumer Trends

5. GWI’s consumer trend predictions for 2023

GWI hosted a webinar with its predictions for consumer trends this year. Key trends to consider include community and identity within the metaverse, how social media users will be using social platforms to search for products, and how brands should approach equality online. (Via GWI)

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Weekly Marketing News, 10th February 2023

February 13th, 2023 by

What’s this?

Viewers get de-influenced, Instagram expands gifting, TikTok is stealing your data, creators take over the Super Bowl, and you can’t have your Muff and drink it. 

PLATFORM NEWS

1. TikTok creators de-influence audiences 

TikTok creators de-influence audiences 

After years of influencing purchasing behaviour, TikTok creators are now telling you what not to buy. Dubbed “deinfluencing”, the hashtag on TikTok has over 127.8M views, and primarily consists of videos regarding beauty and skincare products. (Via Glossy)

2. Instagram expands access to Reels gifting

Instagram expands access to Reels gifting

Instagram is expanding access to its Reels monetisation feature, Gifts. The feature allows fans to give creators monetary support with a virtual gift. The gifts are purchased in the Instagram app using the virtual currency Stars and can cost anywhere from just 10 stars to several hundred stars. (Via TechCrunch)

3. Delete TikTok or have your data exposed!!

Alicia Kearns, a Conservative MP, urges Brits to delete TikTok or risk their personal data being exposed in ‘hostile’ threats. She claims TikTok is the “ultimate data source” for those with bad intentions, and Britons shouldn’t be so naive and blase about having the app on their phones. (Via Sky News)

4. Creators are coming for Super Bowl advertising 

Creators are coming for Super Bowl advertising

In the US, brands aren’t afraid to splurge on Super Bowl ads. While many fork out the cash for celebrity appearances—we’re talking Elton John, and Serena Williams—this year, many brands have decided to buy into the creator economy to get users engaged. (Via AdWeek)

Work We (Don’t) Like

5. Laura Whitmore’s Muff Liquor advert gets banned

Laura Whitmore's Muff Liquor advert gets banned

TikTok and Instagram posts by Laura Whitmore have been banned by the Advertising Standards Authority (ASA) following complaints they ‘targeted minors and encouraged irresponsible drinking’. The posts for The Muff Liquor Company, a gin and vodka brand, were not clearly marked as adverts and implied that alcohol can increase confidence. (Via Daily Mail)

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Weekly Marketing News, 3rd February 2023

February 3rd, 2023 by

What’s this?

YouTube adds context, TikTok drives sales, Twitch releases brand insights, ChatGPT is taking over, and The North Face goes exploring.  

PLATFORM NEWS

1. Instagram’s co-founders are making a comeback

Instagram's co-founders are making a comeback

Instagram’s co-founders are back, this time with Artifact. Artifact is a personalised news feed that uses machine learning to identify a user’s interests, and is being called the TikTok for text. The app shows popular articles from a curated list of publishers, and will show users more recommendations based on their interactions. (Via Platformer News)

2. Twitter registers for payment licences in the US

Twitter registers for payment licences in the US

Twitter has taken its next steps towards offering payments in the app, having begun applying for regulatory licences in US states, the next legal requirement for providing payment services in the app. (Via Social Media Today)

3. New paid subscription for ChatGPT

New paid subscription for ChatGPT

ChatGPT, the AI content tool that’s taken the world by storm, is switching to a freemium model, with a new paid tier, priced at $20 per month, giving users better access to the tool. With ChatGPT Plus users will have access to ChatGPT at peak times, faster response times, and priority access to new features. (via Social Media Today)

4. TikTok tests the importance of music

TikTok tests the importance of music

TikTok is testing how much users enjoy music on the platform by limiting the number of songs to be used for videos. The experiment is targeting users in Australia as content creators won’t be able to use certain songs. The music industry is concerned over this decision due to the hype and revenue TikTok brings. (Via MixMag)

Work We Like

5. BA isn’t banning pilots from posting

British Airways has come to its defence against a social post made by an employee, claiming the company had banned pilots and crew from making social posts while at work. BA had only reminded employees of pre-existing conditions and rules around safety, customer data, and security. (Via The Independent)

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A Month in Beauty: January 2023

January 31st, 2023 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

De-influencing 

Move over influencers… it’s time to de-influence! This year has started off with creators giving their opinions on products they deem to be overrated and warn their followers to be cautious before buying. 

@daralevitan Has anyone been able to make these work?? #pixiblushstick #beautytok #notworththehype #makeupnottobuy #deinfluencing #fyp ♬ original sound – Dara Levitan

@pranksinatra69 Replying to @xchelsxannex28 #greenscreen THIS IS MY OPINION!!! pt 3 #beauty #makeup #productsihate #productsiregretbuying #grwm #trending #skincare #fyp ♬ original sound – abby monea

Rosemary oil

New year, new hair. The first hair trend of the year is a TikTok cult classic: Rosemary oil. Users have been organically sharing their rosemary oil hair transformations, while offering haircare tips to other users. 

@kirstenindetox_ Hair Growth Journey! 💜💃🏼 #rosemary #rosmaryoil #hairloss #hairlossremedy #hairlosssolutions ♬ оригинальный звук – ISHTAR

@imofficialmaria Replying to @imofficialmaria the update on rosemary oil you’ve all been waiting for! The only thing that stopped my hair loss after getting COVID #rosemaryoil #1yearupdate #growthoil #rosemaryhairgrowthoil #miellehairproducts #miellehairoil ♬ original sound – Maria | Latina Content Creator

Brand Spotlight

Maybelline

This month, Maybelline has gone viral once again thanks to its new SuperStay Powder Foundation. The powder foundation picked up organic traction on TikTok, and has since been tried and tested by some of the biggest beauty creators on the platform. 

@jordanlipscombe the new maybelline superstay powder foundation😮 #fyp #makeupreview #beauty ♬ original sound – Jordan

@theoliviasaurusrex trying the lighest shade of the maybelline superstay 24h powder foundation on very pale skin ☺️ #maybellinesuperstay #maybellinesuperstayfoundation #maybellinepowderfoundation #maybelline24h #powderfoundation #powderfoundationreview #affordablefoundation #paleskin #neutralundertone #paleskinmakeup ♬ original sound – olivia ancell

Creator spotlight

Rhian Davies 

Rhian is an up-and-coming beauty creator, sharing her rediscovery of makeup for maturing skin and the fun of creativity when making new looks. She has very quickly gained over 31K TikTok followers thanks to her transparent GRWM videos. 

@rhiandavies46 Another make up look today using these brown/copper/gold tones from this HUDA palette. Don’t know why I ended up using a pink lipstick. though 🤷‍♀️ theres a link for the gorgeous @Opretty velvet powder puff & the fab @thebeautycrop loose powder. #makeup #llovemakeup #matureskin #maturemakeup #maturemakeuplook #maturemakeupover50 #maturemakeupmatters #maturemakeupover40 #over50women #over50style #over50andfabulous #over50tiktok #styleover50 #styleover50blogger #styleblogger #styleover50women #womenover50ontiktok #stylehasnoage #womenover50 #womenover50club #over50club ♬ original sound – Rhian

@rhiandavies46 I wish I’d started a skincare regime years & years ago 😩 I didn’t realise how different my skin would feel & look. Softer hydrated and glowing! I’m using @oprettyltd products, which so many of you had nothing but praise for, and I’ve linked them for you too! Thank me later 😉 #over50women #over50andfabulous #over50tiktok #styleover50blogger #womenover50ontiktok #womenover50 #womenover50club #over40 #womenover50ontiktok #petitestyleblogger #womenover50fyp #matureskin #matureskincare #matureskincaretips #matureskincaretip #lookafteryourskin #skincare #skincareroutine ♬ original sound – Rhian

Content spotlight

NYX Cosmetics: ASMR

ASMR is always popular on TikTok, and NYX leaned into this approach for its Smooth Whip Lip Creams. Creators were encouraged to emphasise the smoothness in the captions, and the short videos were posted to the creator’s own page before boosting to wider audiences. 

@rubytrue_asmr #AD Lip smacking #ASMR tingles with @nyxcosmetics_uk NEW affordable #Smoothwhip Lip Cream #smoothtalker #veganmakeup #lips ♬ original sound – Ruby True

@emmakirkmua #AD The smoothest lips going @nyxcosmetics_uk NEW, affordable #SmoothWhip Lip Cream! #SmoothTalker #veganmakeup #lips ♬ original sound – Emma Kirk

Rimmel London: Thrill Seeker Mascara

Rimmel used beauty creators to promote its Thrill Seeker Mascara, and had creators take their audiences through their mascara routine, showing the fluffy lash effect that was easy to achieve using the product. Both new and old content was boosted to wider audiences for this. 

@alxcext Putting the @rimmellondon Thrill Seeker mascara to the test ❤️ #ad. It gives my lashes amazing bold volume leaving them super full and long! Shop now @superdrug #RimmelThrillSeeker #rimmellondon ♬ original sound – Alice T

@frishtaxx GUYS i am IN SHOCK!!!! 😱 #RimmelLondon #RimmelThrillSeeker #mascara @rimmellondon ♬ original sound – Frishta

Maybelline: Sky High Mascara

Maybelline has been promoting its TikTok-favourite Sky High Mascara using GRWM-style videos. Creators posted videos to their own channels, taking their audiences through their usual makeup routine, but with a focus on the mascara and the lash transformation it offers. Creator videos were boosted, with many receiving over 50K likes. 

@makeupbysamanthaharvey #AD GRWM using my favourite @maybelline Sky High mascara!! 🤩 #GRWM #skyhighmascara #mascara #getreadywithme ♬ original sound – Samantha Harvey 🤍

@tarabarzz #AD I’m obsessed with my lashes 🤩 the @maybelline Lash Sensational Sky High Mascara is absolutely amazing for giving you that length & volume you need! #GRWM #skyhighmascara #mascara #getreadywithme ♬ original sound – Tarabarzz

The Inkey List: Skincare Routines 

The Inkey List worked with a number of creators across the UK this month to promote a few products, but mostly its moisturiser, oat cleansing balm and hyaluronic acid. Influencers took their audiences through their varying skincare routines, informing their audience about the specific product benefits.

@poppymead Can’t get enough of this stuff @theinkeylist #theinkeylist ♬ original sound – Poppy Mead

@theoliviasaurusrex advert ☺️. will never stop raving about @theinkeylist ‘s hyaluronic acid! so simple but effective – i apply a small amount to damp skin after cleansing and then press it into my face until it’s absorbed. so glowy & hydrated! ♥️ #theinkeylist #theinkeylisthyaluronicacid #hyaluronicacid #hyaluronicacidserum #affordableskincare #affordableskincareproducts #affordableserum #hydratingskincare #hydratingskincareproducts ♬ original sound – olivia ancell

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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How to Develop a Social Media Marketing Strategy

January 24th, 2023 by

Moving towards a digital future means taking our marketing strategies with us. The internet plays a huge role in securing and maintaining the success of a lot of brands nowadays, but a lot of this is a result of a carefully-crafted social media marketing strategy

A social media marketing strategy is essentially a summary of everything you plan to do and hope to achieve on social media regarding your business, such as new product launches and simply expanding your online presence. 

But why is an online presence even essential? 

An online presence gives you the opportunity to tap into a free resource to help build your brand. It helps build new relationships, connect with new audiences, sell more products and is a whole hub of inspiring brands, entrepreneurs, designers, marketers and much more. Not only this, but being present online immediately brings you up to speed with the modern world. The future is digital and brands who remain stuck in their ways will falter in the coming years. 

If you’re a brand owner looking to do better than that guy, then developing a social media marketing strategy will be the key to navigating your path to success. Want to know exactly how to do this? Keep scrolling! 

The 5 Ws

So, you want to begin crafting your social media marketing strategy, but do you know your brand inside out?

If yes, then you can go ahead and scroll ahead to our step-by-step guide to creating your strategy. However, for the beginners among you, consider asking yourself the 5Ws before you begin.

1. Why do you want to be on social media?

When it comes to being present online, everything should be done with purpose. Your reason for this could be any of the following:

  1. Increase brand awareness
  2. Drive traffic to your website
  3. Generate new leads
  4. Grow revenue
  5. Boost brand engagement
  6. Build a community around your business
  7. Provide social customer service
  8. Increase mentions in the online press
  9. Listen to conversations about your brand

Your ‘why’ can even be an amalgamation of these.

2. Who is your target audience?

Understanding your target audience will help you answer the following questions on what, where and when you will share.

A great way of doing this is to build a market persona. This is an imaginary profile of a likely consumer of your brand which you can pull from for future launches, promotional ads etc. 

To build this profile, answer the following questions:

  1. Who are they? (job, age, gender, salary, location etc)
  2. What are they interested in that you can provide? (entertainment, educational content, information on new products etc)
  3. Where do they usually hang out online? (TikTok? Instagram? More niche platforms?)
  4. When do they look for the type of content you can provide? (ie, weekends, daily commute etc)
  5. Why do they consume the content? (ie, to stay healthy, to get up to date on something etc)
  6. How do they consume the content? (do they read social media posts? Watch videos?)

3. What are you going to share?

When thinking about this question, your mind might automatically wander towards types of content; ie. videos and images. However, let’s take a step back and think about the bigger picture. What will your theme be?

Here a few brands and their themes:

  1. Huckberry is an outdoor and adventure brand who shares highly editorial and high-quality photos to their Facebook page. 

2. Burrow is a luxury sofa brand who mostly shares memes on their Instagram profile. 

 

View this post on Instagram

 

A post shared by Burrow (@burrow)

A lot of brands will appear to have more than one main theme, and that’s okay. This gives you the opportunity to share a range of content. 

4. Where are you going to share?

In other words, which social media platform(s) will you benefit from the most?

While it is not essential to be present on every social media platform (after all, quality over quantity is key), we do recommend that you be on at least one of the big four – Instagram, Facebook, LinkedIn and Twitter – as these are what will show on the first Google search results page when someone searches for you. 

Where are you going to share

This is where understanding your target audience comes in handy. Do you know where they frequent most? What makes them visit this place? For example, teens and young adults tend to prefer TikTok as a way of discovering which products their favourite creators are loving at the moment. Whereas, Gen X and older may prefer Facebook due to its ease of use and its structured way of relaying information.

Something else to consider is what your brand’s ‘X Factor’ is. Are you highly skilled at creating video content? Perhaps infographics are your thing? Certain platforms lend themselves to certain content types. For example, if you excel at long-form video, YouTube is the one for you.

Don’t forget not to overlook the smaller, more niche platforms too. These are great for finding specific audiences for more niche content.

5. When are you going to share?

You might be tempted to jump straight into searching for ‘the best times to post on…’, however, let’s look at this from a broader perspective. Tap into the habits of your target audience. What does their screen time look like?

For example:

  1. Sports fans tend to frequent social media just before, after and during an event to find information on what’s happening.
  2. Avid travellers might use social media on the weekends during their down time to book their next trip.
  3. Mothers might use the middle of the night during a feed to open up social media and pass the time.

Step-by-step guide on crafting your social media marketing strategy

Set goals that make sense for your business

Your social media marketing strategy begins with the goals you set. Whether these are to expand your reach, build a community or increase your following, taking the time to set your goals is the first step to achieving them. 

You can set S.M.A.R.T goals to ensure that you establish clear objectives. This simply means that they are

S – specific,

M – measurable,

A – attainable,

R – relevant,

T – time-bound. 

Tracking meaningful metrics should also be up there on your goals list. Vanity metrics, such as likes and number of followers are easy to track but difficult to prove. Instead, you should be focusing on conversion rates, click-throughs, and engagement. For example, your goal might be to drive traffic to your website via X amount of click-throughs. 

Your social media goals should always align with your business goals. Take a look at the table below for what this may look like.

Set goals that make sense for your business

Learn everything you can about your audience

Many social media platforms nowadays offer analytics tools which make it easier for you to understand where your followers are from, how they interact with your brand etc. 

We touched upon it earlier, but creating buyer personas is the best way to learn how to target your customers on social media and engage with them online. Once made, they can be used for future marketing campaigns or adjusted according to new analytic discoveries after a campaign launch. 

Here are just a few social media demographics for 2023 to help you decide which platforms to approach according to your target audience.

  1. Facebook and YouTube are both prime places for ads due to their high-earning user bases.
  2. The top social platforms among Millennials and Gen Z are Instagram and YouTube.
  3. Women make up more than 60% of Pinterest’s global audience. 
  4. LinkedIn’s user base is well-educated, making it perfect for in-depth, industry-specific content.

Learn everything you can about your competition

The odds suggest that your competitors are already on social media and that means there is an opportunity to learn from what they are doing. Or learn from their mistakes. Either or. 

You can conduct a competitive analysis to get a sense of what is expected of you in your industry depending on what you see doing well for your competitors. This will also help you spot gaps for opportunities. 

Social media listening is another great way to keep an eye on your competitors. Do searches of the company name, account handles and any other keywords to see what people are saying about them. If they are using influencer marketing, how much engagement are they seeing?

Don’t go overboard with the spy tactics and make sure you don’t find yourself constantly comparing your work to that of others. Instead, use this kind of intel to inform your own social media marketing strategy.

Create engaging social content

It is no surprise that your social media marketing strategy will essentially be centred around the content you create and share. 

At this point, you should have some idea of what it is you want to publish based on your goals and brand identity, but do you have a content strategy in place to ensure this gets out to the right people and is received well?

Your content strategy boils down to your goals.

Looking to educate your audience in the B2B space? Publish blogs, news and opinions. 

Trying to push eCommerce products? Post action shots of your products by leveraging user-generated content. 

Whatever your aim, consider using branded hashtags and really defining your brand’s voice before publishing your content. This will secure your audience and make you easily distinguishable online.

Here are some content ideas for social media marketing in 2023:

  1. Stories and time-sensitive posts
  2. Short-form video
  3. Posts that show off your human side
  4. Creator collaborations
  5. Metaverse marketing

Create a social media content calendar

Sharing content is essential for a successful social media marketing strategy, but knowing when to share it is what will create maximum impact.

Timeliness is key when it comes to assembling your calendar. While you are expected to always be switched on for your followers, you cannot expect them to operate on your clock. Let’s look at some ways to maximise your time spent on social media. 

Post at the best times to engage: 

By now, we all know that each social media platform comes with its own set of times that are best for receiving engagement, but what if this is during a time when your brand isn’t available to interact with this engagement or respond to any queries your followers may have?

A great way around this is to send out automated responses letting the customer know that someone will be in touch with them during online hours, and then state what these are for future reference. 

Determine the right content mix:

We know how tempting it is to hop on every trend and meme, but it is important that the content you publish aligns with the mission statement that you have assigned to each social profile. 

If you are starting from scratch and are not sure about what type of content to post, try the 80:20 rule where 80% of your posts inform, educate or entertain and the other 20% directly promote your brand. 

You could even try the Rule of Thirds:

  1. ⅓ of your content promotes your business, converts readers and generates profit.
  2. ⅓ of your content shares ideas and stories from thought leaders in your industry.
  3. ⅓ of your content is personal interactions with your audience.

Don’t post too much or too little:

Post too frequently and you run the risk of annoying your audience. Post too little and you risk losing their interest.

Start with these posting frequency recommendations:

  1. Instagram (feed): 3-7x per week
  2. Facebook: 1-2x per day
  3. Twitter: 1-5x per day
  4. LinkedIn: 1-5x per day

Evaluate and improve your social media marketing strategy

By now, you should have some idea of what your social media marketing strategy is looking like. However, it is important to adapt this throughout the year to keep up with any changes.

There is no doubt that operating a social media marketing strategy is all about trial and error, but monitoring the metrics behind each of your campaigns in real time allows you to make small tweaks rather than sweeping, time-consuming changes. 

FAQ’s

What is a social media marketing strategy?

This is a summary of what you plan to do and achieve online regarding your business. 

Why is a social media marketing strategy important?

Not only does it keep you up to date with the modern world, but it allows you to tap into a free resource to help build your brand by creating new relationships, starting a community, increasing brand awareness etc. 

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

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

Socially Powerful

Contact us

 

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Posted in Marketing News, Social Media Platforms

How to Market Beverages on Social Media

January 23rd, 2023 by

Given that the food and beverage industry is currently sitting at $7,221.73 billion as of this year, it only makes sense for beverage brands to want to claim their slice of the pie. However, to claim it, a foolproof beverage marketing strategy is needed.

Sure, your beverage might taste great and you know your customers are going to love it, but in such a highly competitive industry the taste of the beverage will only get you so far. Well thought-out marketing strategies that elevate the taste of your beverage through packaging decisions and social media posts, are the key to maintaining success in this industry. 

New to the industry and not sure how to market beverage products?

We’ll run you through the essential steps to finalising a long-lasting and successful marketing strategy to get your drink flying off the shelves. 

Beverage marketing strategies 

Product packaging

Sure, how your product tastes will ensure returning customers at the end of the day, but people tend to shop with their eyes and equate great packaging with great tasting products. 

When it comes to packaging, consider the following:

  1. What the color and design of your packaging say about your product
  2. The design of your brand logo and how it’s presented on the product

Remember, even though you want your product to stand out from the competition and have a chance at being picked, your packaging reveals a lot about your brand so keep it in alignment!

Brand positioning

The key to knowing how to market beverage products is knowing your branding inside out. Reaching as many members of your target market as possible is all down to making your branding match the people you are selling to and using it to secure a permanent place in the consumer’s mind.

Think about the following:

  1. Have you identified your target audience and where they are located?
  2. Have you made use of enough of the necessary resources to ensure customers are aware you exist?
  3. Are you focusing on a small section of the marketing or targeting it as a whole?

The key to making effective moves in this industry is understanding your brand. KSI and Logan Paul’s Prime beverage marketing strategies are the perfect examples of this. 

Knowing that their target market is largely made up of younger audiences who became aware of them through their boxing events, they marketed their Prime drink as a sports beverage, with the packaging to match this intention. Social media marketing efforts were also made casual to reflect the type of content their audience prefer to see. Videos such as the pair going undercover in Walmart to sell Prime and posting TikToks of a monkey drinking their product were among them. 

Social media marketing

This list of marketing strategies for beverages would be futile if we did not mention how to leverage the power of social media.

The number one rule with social media marketing is to go where your customers go. Analyse which platform they frequent most and launch your marketing efforts here. 

For the food and beverage industry, Instagram is without a doubt the dominant social media platform. Instagram insights ran a survey asking 21,000 users what their primary reason for using Instagram was. Of those surveyed, 91% said they used instagram to follow at least one of their interests with 43% saying this interest is food and drink. 

Posting on Instagram not only ensures you reach your target audience, but if they like what they see and share your content on their own stories, you have the potential to reach their followers too. Like mentioned at the start, authenticity is key. Your audience is more likely to share content with meaning, a distinguishable tone of voice and a personality behind it. 

Seasonal deals and special offers

If you’re wondering how to market beverage products strategically, leverage the opportunities that holiday seasons bring. For example, selling a box of every flavour for a cheaper price than buying them all individually could make for a great christmas present. 

As beverages fall under the FMCG umbrella, there are lots more opportunities to offer special deals in store. You could run a 2-4-1 deal or discounts on specific flavours of your drink as an incentive for customers to buy them. 

PR via hosting special events

A great way to draw attention to your beverage products is to host an event for their launch or feature them at the many food & drink festivals or trade shows that take place every year.

Do keep in mind that you want to go where your target audience will be. If you’re selling an alcohol beverage, a great place to gain traction for it could be at a music festival or any live event. 

To elevate this, encourage participation by launching with a specific hashtag or challenge that people can integrate into their next Instagram Story or Facebook post. Free, organic promotion is a great way to increase reach.

In 2011, Coca Cola used the hashtag #ShareACoke to encourage people to go out and find a bottle with their name on it. In Australia alone, consumption among young adults increased by 7% as a result of the campaign. 

FAQ’s

How do you market a beverage brand?

  1. Have a social media presence
  2. Create a brand narrative
  3. Go behind the scenes
  4. PR with local events
  5. Have a trendy packaging style
  6. Lean into your unique selling point
  7. Omnichannel presence
  8. Catchy display designs
  9. Relatable content
  10. Seasonal deals and offers

How do you launch a new beverage product?

  1. Identify a list of target buyers
  2. Launch where your target audience will be
  3. Prepare your digital presence
  4. Clearly define your brand
  5. Consider product presentation

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 Marketing News, Social Media Platforms