What are the benefits of influencer marketing?

May 12th, 2022 by

There are many benefits of using influencer marketing, but more often than not, it provides an opportunity for businesses to quickly build their brand online and raise awareness among potential customers within their target audience.

Forbes has said that influencer marketing is growing at a faster rate than digital advertising, more than likely due to the fact that modern, socially native audiences are more likely to trust a word-of-mouth recommendation than an obvious advert.

We believe that influencer marketing should be a key component in all brand’s marketing strategies.

Whether it’s B2B sales on LinkedIn or influencing impulse purchase decisions on Instagram, the benefits of influencer marketing are there to be reaped by all.

So, here are five massive benefits of influencer marketing that will hopefully showcase why you should be using it to bolster your marketing efforts.

The benefits of influencer marketing

Generate Awareness:

One of the main benefits of influencer marketing is the most popular term people associate with social media marketing; awareness.

Influencer marketing can greatly expand your reach and positioning online, as a result of this social media users will start to learn about your brand through exposure to your messaging and story as well as learning what products/solutions you offer.

Reach Target Audiences:

One of the most important benefits of influencer marketing is that it allows you to reach your target audience, no matter how niche. It is all well and good growing awareness of your service and brand, but you need this information to reach the right audience.

Through relevant influencers that have audience demographics and content styles that align with the target consumer for your brand, you are placing your marketing content in front of people that have the potential to be converted into genuine customers.

When the right influencers are selected, you can reap the advantages of influencer marketing at a higher level.

Build Trust:

Now you’re generating awareness and reaching the right audience you can start to capitalize on the pre-existing credibility of your influencer partners.

Influencers have built relationships and trust with their fans, there is a reason these people continue to consume their content.

To cut a long story short, consumers are likely to trust recommendations from influencers they follow, so brands sharing their messaging through these trusted sources are more likely to gain the attention of these consumers.

Improve Content

Another really important benefit to influencer marketing is that it makes your brand content better.

Firstly, influencers create socially native content that you can repurpose to make your brand appear more relevant in the digital age. 

Secondly, influencers provide a means of creating content that isn’t made in-house, which can help build a more consistent stream of posts for your brand and fill gaps in your posting schedule. 

Influencers can do a lot of the work for you, so why not get them onboard and lighten the load, and probably create some great content along the way.

Drive Leads & Sales:

If I hadn’t already convinced you that influencer marketing was important for your business then this final influencer benefit might be the missing piece to your decision-making process.

Influencers can actually inspire and persuade consumers to purchase your product or inquire about your service.

These advantages of influencer marketing can really put into perspective for brands how important it can be for improving a marketing strategy.

But, if you’re still slightly unsure if it is for you, let me answer a few frequently asked questions to address any more potential concerns you may have.

FAQs

How successful is influencer marketing?

According to InfluencerMarketingHub, the influencer marketing industry could be worth upwards of £13.3 billion worldwide by the end of this year alone (2022).

This is growing rapidly, increasing by over £2 billion from 2021.

What makes influencer marketing more advantageous than traditional advertising methods?

Consumer behaviours are rapidly shifting to a more socially first mindset and are ever-increasingly found online.

By leveraging influencer marketing and its benefits, brands are able to target audiences in a space that natively live in (online).

What is influencer marketing?

If you’ve made it this far and you’re sitting there wondering what influencer marketing is, I apologise.

Essentially influencer marketing is where brands partner with influencers either on a paid or product gifted basis and get them to create content which endorses their brand/product/service.

This content can either be posted to the influencer’s channels, repurposed on brand-owned channels or both.

Influencer marketing advantages can be huge, but it must be done correctly. Working with an influencer marketing agency can ensure that your influencer efforts are optimised and relevant to your target audience from the get-go.

If you need help utilizing the benefits of influencers, our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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

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Posted in News, Social Media Platforms

Weekly Marketing News, 6th May 2022

May 7th, 2022 by

Insta goes full screen and pins posts, TikTok Pulses, Twitter launches Circles, and Alaska Airlines uses the Force. 

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. Instagram tests full-screen home feed 

Instagram tests full screen home feed

Instagram is testing an immersive full screen home feed that’s designed to bring video content front and centre. In the test of the full-screen home feed, you can still use the bottom navigation bar to access the discovery tab, Reels, shopping and your own page. Stories would remain at the top of the feed, and not be present within the home feed scrolling. (Via TechCrunch)

2. TikTok launches TikTok Pulse 

TikTok launches TikTok Pulse

TikTok announced the launch of TikTok Pulse, a new contextual advertising solution that ensures brands’ ads are placed next to the top 4% of all videos on TikTok. Creators and publishers with at least 100,000 followers on TikTok will be eligible for the revenue share program during the initial stage of the TikTok Pulse program. There will be a 50/50 split of the ad revenue with creators. (Via TechCrunch)

3.Twitter launches Circles

Twitter has launched a public test of its new ‘Twitter Circle’ option, which will enable users to share tweets with a specific, custom group of connections in the app. Users will be able to add up to 150 people to their Circle, with any tweets in the group then only visible to the people in that listing. (Via Social Media Today)

4. Instagram tests Pinned posts 

Instagram tests Pinned posts

Instagram has launched a live test of a new option to pin images on your profile for selected users. Some Instagram users are able to select a ‘Pin to Your Profile’ option on their IG posts, which enables them to then dock their chosen updates to the top of their post grid on their profile display—exactly the same as TikTok’s pinned posts. (Via Social Media Today)

WORK WE LIKE

5. Alaska Airlines Star Wars plane

Alaska Airlines Star Wars plane

Alaska Airlines unveiled the ‘Star Wars: Galaxy’s Edge’ aircraft in celebration of Star Wars day, which was May the 4th (be with you…). The plane’s design was created in collaboration with Disneyland Resort and Lucasfilms. The plane itself features iconic characters and spaceships from the Star Wars franchise, such as the ‘Millenium Falcon’, several ‘Tie Fighters’ and the penguin-like ‘Porg’ characters around the plane. (Via TrendHunter)

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, News

Weekly Marketing News, 29th April 2022

May 3rd, 2022 by

Amazon expands Prime, Woo gets wellness, EA wants creators, Degree hosts a metaverse marathon and Dove detoxes your feeds.

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. Amazon expands Prime beyond Amazon.com 

Platform news

Amazon has introduced ‘Buy with Prime’, a new way merchants and shoppers can enjoy the benefits of Prime beyond Amazon’s store. Buy with Prime offers shopping benefits—including fast, free shipping, a seamless checkout experience, and free returns—to merchants’ own online stores, increasing selection for Prime members. (Via About Amazon)

 2. Woo: the culture brand for Gen Z

Platform news

The team behind VICE, i-D, Boiler Room and LADbible have created Woo—the new media culture brand on a mission to make wellness relatable and culturally relevant for Gen Z. Woo’s purpose is to redefine wellness for an entire generation, via social channels, podcasts, video, editorial and products. Woo’s content will explore the cultural touch-points Gen Z care about the most (fashion, art, music, film, sex and relationships, drugs and mental health) all through the lens of wellbeing. (Via ITV)

CREATOR NEWS

3. EA expands creator network

Creators news

FIFA publisher Electronic Arts aims to make more direct connections with YouTubers, streamers, podcasters and other influences through the expansion of its Creator Network. Soft-launched back in September, the initiative offers support and access to creators to enable them to produce more content around the publisher’s biggest brands. Accepting submissions from influencers worldwide, the network is not only open to YouTubers and streamers, but photographers, designers, artists, bloggers, cosplayers and more. (Via Games Industry)

WORK WE LIKE

4. Degree hosts metaverse marathon

Work we like

Deodorant brand Degree boosts inclusivity in the metaverse with a virtual marathon. The brand partnered Decentraland, rapper Fat Joe and paralympic athlete Blake Leeper to host the Degree Metathon. In an effort to improve inclusivity and representation in the metaverse, The Degree Metathon will cover 26.2 virtual miles of Decentraland’s largest district, the Vegas City Sports Quarter, and will incorporate accessible architecture like ramps for wheelchair users. (Via Marketing Dive)

5. Dove launches #DetoxYourFeed campaign

The Dove Self-Esteem Project announced the launch of the #DetoxYourFeed campaign, an initiative created in response to a survey that stated that “1 in 2 girls say toxic beauty advice on social media causes low self-esteem.” The new project encourages young women to choose their own beauty standards and unfollow accounts that lower their self-esteem. By raising awareness about toxic beauty advice through films, educational content, and partnerships with inspiring voices, the campaign aims to encourage important conversations between parents, caregivers, and teens. (Via Trend Hunter)

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, News

From That Girl to Goblin Mode: How Social Media is Embracing Anti-Aesthetics

April 28th, 2022 by

Until the beginning of this year, your social media feeds were likely full of influencers showing their 20-step morning routine to becoming “That Girl”. That Girl always has time to go for a run, do yoga, journal, make a gourmet breakfast with a green smoothie, complete a 15-step skincare regimen, Dyson Airwrap her hair, create a “glass skin” makeup look and put together a chic outfit all before 7AM.

@lifeof_georgiaGRWM: “clean girl” aesthetic ✨✨✨ ##cleangirl ##cleangirlaesthetic ##dewymakeup ##grwm ##olaplex ##olaplexbun ##thatgirl ##thatgirlaesthetic♬ déjà vu sickmix – Sickickmusic

The aesthetics of That Girl (also known as It Girl or Clean Girl) are an extension of the girlboss hustle-culture, which has been controversial but pervasive over the past few years. The aesthetics boomed when COVID lockdown restrictions began to lift, with people excited to get back to real life while putting their best foot forward.

@tiffanynganit’s a mindset ladies 💅🏼💐❤️‍🔥🍵 ##pinkpilatesprincess ##itgirl ##thatgirlessentials ##howtobethatgirlin2022 ##aestheticlife ##aestheticroutine ##victoriassecret ##busyyetpretty ##manifestation ##lawofattraction ##becomingherchallenge♬ оригинальный звук – Scout Edit

The beauty and fashion communities devoured That Girl content, resulting in minimalist outfits and glazed-donut skin trending for months. Brands capitalised on this trend, with many skincare brands creating aesthetic content surrounding in-depth skincare routines and niche products.

So, why have social media users begun rejecting this aesthetic?

To put it simply, the idea of That Girl is unachievable within the confines of most people’s daily lives. The aesthetic requires constant upkeep to match social media-set standards of what someone’s life should look like. The constant pressure to keep up appearances has made people feel guilty for not setting enough time aside for copious amounts of self care.

This guilt has resulted in a social-media wide rebellion: goblin mode.

Goblin mode is a direct rejection of toxic productivity and influencer culture. Essentially, goblin mode is letting yourself be and enjoying life in whatever way you please. It embraces creature comforts such as spending the day in bed bingeing your latest Netflix obsession, pouring the end of a bag of crisps in your mouth, and leaving the house in your pyjamas to get some milk from the shops. Goblin mode has also introduced us to Feral Girl Summer—a continuation of Hot Girl Summer, but significantly more unhinged.
​​

@horrible.glitter##feralgirlsummer ##thatgirl ##aloyoga♬ Manifest – Meditationclass(remind daily)

Over the past two years our loungewear became workwear, sofas became desks and bedrooms became offices. In a difficult time, we began to prioritise physical comfort over keeping up appearances.

Where That Girl aesthetics require everyone to follow a similar routine and appearance, goblin mode is unique to each person. Your inner goblin has no restrictions, and is a state of mind people can tap in and out of when they want. Goblin mode accepts all types of hot messes and rejects all glorified notions of self-improvement.

@darthvscoI her and she is me. ##florida ##gulfcoast ##usmc ##beachin ##beachbaby4life ##hick ##feralgirlsummer ##feralgirls ##stevienicks ##dixiechicks ##thechicks ##vintage ##hotmomsummer♬ Santeria – Sublime

Part of the reason goblin mode has taken over social media so quickly is because it’s simply accepting real life. While goblin mode is trying to normalise the lack of aesthetics, this is something that is already the norm. Some people might find inner peace in following 45-minute yoga classes, followed by avocado on toast and 30 minutes of journaling, but for the overwhelming majority, we just want to sit in bed with Netflix and snacks.

To be clear, there’s nothing wrong with enjoying the elements that combine to create the That Girl aesthetic. But That Girl has had its time in the social media spotlight, and users are on to the next trend, which just happens to be the polar opposite.

Goblin mode has been accelerated into the spotlight as a result of the demand for authenticity. Social media users are tired of the perfectly curated feeds of activities that are unrealistic for the everyday person.

Before goblin came onto the scene, we began seeing the rise of “photo dumps” on Instagram during the pandemic—the first indication that aesthetic feeds were losing their grip. Rather than perfectly edited photos and videos, a photo dump is a low-effort, random collection of photos that conveys a story or mood.

 

View this post on Instagram

 

A post shared by emma chamberlain (@emmachamberlain)

While a beautifully edited photo paints an idyllic picture, a photo dump paints a fuller picture and reveals much more about a person’s life and personality. In a time where people could only rely on social media for some form of connection to other people, photo dumps thrived.

To some, the concept of goblin mode is far overdue. Gen Zs particularly are tired of living up to ridiculous career and life expectations set by older generations and are happy accepting their most toxic selves. They are tired of living up to an “ideal woman” archetype that balances their work life, social life and looking perfect, especially given the social climate of a pandemic ending and a potential world war beginning.

Do we think the goblin mode trend will last? Short answer: no. This is social media we’re talking about here…

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

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

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Posted in News, Social Trends

FMCG and the Metaverse

April 22nd, 2022 by

The metaverse is currently every marketer’s favourite toy. Brands left, right and centre are creating experiences or NFTs in hopes of targeting a younger, digital audience. The metaverse offers brands unlimited creative opportunities to engage and interact with new potential consumers. 

Even though metaverse-style platforms have been around for years, cultural and societal shifts over the past couple of years have cemented the fact the metaverse is here to stay. This means consumer brands need to get on board or risk being left behind. 

The metaverse will be game-changing for everyone—brands and consumers alike. Metaverse developments are blurring the lines between online and offline, and are creating a unified experience that will connect reality with the infinite possibilities of online. 

FMCG brands need to realise the metaverse is the future, and that future is coming fast. There may be some teething periods while consumers adapt to the new platform, but brands need to realise metaverse leaders will recover quickly from any loss from modernising. 

But how have FMCG brands begun entering the metaverse? And will it actually work for them? 

FMCG brands in the metaverse 

Coca-Cola Zero Sugar Byte

Coca-Cola has had a few forays into the metaverse, but its latest digital adventure is the Coca-Cola Zero Sugar Byte. The new beverage is actually real and can be purchased and consumed. With an innovative flavour inspired by the fun of pixels, Coca-Cola has fully embraced a metaverse mindset, and created Pixel Point, an island in Fortnite. The island is full of immersive mini-games that must be solved collaboratively with other players. 

Coca-Cola Zero Sugar Byte

In addition, when purchasing the soft drink, customers can check out the packaging to receive an access code to an augmented reality game that tells the story of BYTE, an 8-bit character who was left behind when the brand entered the metaverse. 

Miller Lite’s Meta Lite Bar 

Ahead of the 2022 Super Bowl, Miller Lite opened its very own metaverse bar in Decentraland. Called the Meta Lite Bar, guests over 21 years old were invited to enjoy an immersive, communal experience with virtual pilsners and the chance to have their real Super Bowl celebration paid for by Miller Lite with the Virtual Cheers for Real Beers giveaway. Miller Lite’s aim was to encourage real-life hangouts through the virtual giveaway, blending the online and offline. 

The Meta Lite Bar was also the only place fans could see the first ever Super Bowl ad in the metaverse. To celebrate, Miller Lite created exclusive NFT swag that Decentraland users could buy with a crypto wallet. 

Heineken’s virtual beer

While most brands entering the metaverse have done so with serious intentions, Heineken has played on the irony of a drinks brand entering a virtual metaverse. Being incredibly transparent that its latest beer was an “awesome marketing stunt”, Heineken revealed Heineken Silver in Decentraland. 

Heineken’s virtual beer

Heineken was quick to remind people that you can’t do much with a virtual product. Speaking of the marketing stunt, Heineken said, “Our virtual beer is made only from the freshest pixels: no malt, no hops, no yeast, no water, and also, no beer. The result? An unusual & inaccessible premium lager with a tech and meta finish that no one can enjoy.”

To further its ironic marketing joke, Heineken encouraged visitors to take a snapshot and post it with “a cool and relevant hashtag: #awesomeheinekenmarketingstunt.” 

P&G’s BeautySphere 

At CES 2022, Procter & Gamble revealed its own mini-metaverse experience, BeautySphere. The virtual storytelling world is P&G’s purpose-driven Responsible Beauty platform that aims to provide immersive and digital experiences to connect people with P&G brands, products and values. 

Through a desktop browser, users can explore content in BeautySphere that discusses P&Gs principles and commitments to inspiring positive change around the world, including sustainability, product design safety and inclusive beauty.

FMCG into the Metaverse 

When it comes to the metaverse, it’s important that brands fully understand how consumers behave; it’s almost guaranteed that consumers will have different behavioural patterns and spending habits within a digital environment. As the metaverse and metaverse technology continues to evolve, so will consumer behaviour. 

As technology evolves, so will brand experimentation. The tech boom we are witnessing will result in smoother consumer experiences in the metaverse, encouraging them to embrace the metaverse more openly. The metaverse will not take up time in their day, but become fully ingrained in everyday life. 

FMCG brands need to consider how and why they should enter the metaverse. The why is obvious—it’s the future. The how is less obvious, but with endless possibilities, there’s an answer. 

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 Industry Trends, News

Weekly Marketing News, 22nd April 2022

April 22nd, 2022 by

Instagram credits creators, Meta fundraises Reels, Netflix and PlayStation ads are coming, and Snoop Dogg enters CoD. 

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. Instagram promotes original content

Instagram has announced a change in its algorithm that will promote original content. The platform is prioritising original content across the board, focusing less on reposted content. The main emphasis on original content will be for news feed and Reels. The decision comes as the platform wants to support and credit content creators who are creating unique content for the platform rather than those who repost other people’s content. (Via Digital Information World)

2. Meta launches fundraisers in Reels

Meta launches fundraisers in Reels

Users can now add fundraisers to their Reels, providing another avenue to raise awareness for chosen initiatives. The new Reels fundraisers will add a ‘Donate’ button to the bottom of your Reels clip. Users will be able to add fundraising details in the Reels creation process, with fundraiser links remaining active for 30 days. (Via Social Media Today)

AD NEWS

3. Netflix ads are coming

Netflix ads are coming

Netflix has announced it will offer cheaper, ad-supported tiers to customers over the next couple of years, in hopes to boost its subscriber base amid tough competition. Netflix recently reported a loss of 200,000 subscribers in the first quarter, so hopes the ad-supported plans will give customers more choice. (Via TechCrunch)

4. Sony is joining the in-game ad race

Sony is joining the in-game ad race

Sony has begun working on a plan to place ads inside of PlayStation games through a software developer program. Sony reportedly began working on the project 18 months ago and is currently testing with adtech partners on ways to help game developers place in-game advertising in their titles, with a particular emphasis on using them in free-to-play games. (Via GameSpot)

WORK WE LIKE

5. Play as Snoop Dogg in Call of Duty

Gamers can now play as Snoop Dogg in Call of Duty: Warzone and Call of Duty: Vanguard. The Tracer Pack: Snoop Dogg Operator Bundle gives you Snoop, who has recorded voice lines for the occasion, and blueprints for three legendary weapons, all of which shoot Green Weed tracer rounds. Players also gain access to four Snoop-special challenges that earn them XP. (Via PC Gamer)

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Posted in News

Weekly Marketing News, 20th April 2022

April 20th, 2022 by

TikTok’s Effect House, Whatsapp Communities, Meta’s AR wearables, LEGO and Sony crack the metaverse, and Persil pranks gamers.

What is this?

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

PLATFORM NEWS

1. TikTok launches AR Effect House

TikTok has built its own augmented reality (AR) development platform called Effect House, which allows creators to build AR effects for use in TikTok’s video app. The launch will put TikTok in closer competition with Snap and Meta, both of which already offer tools that allow developers to build AR experiences and effects for their own respective applications. (Via TechCrunch

 2. Whatsapp announces “Communities”

WhatsApp has announced a Communities feature, which is designed to provide additional functionality for your group chats in the app, and includes a range of new features including file sharing, emoji reactions, group audio calls and more. Each WhatsApp Community will include a description of what the Community is for, as well as a menu of sub-groups within that Community that members can choose to join. (Via Social Media Today)

METAVERSE NEWS

3. Meta’s AR wearables and the metaverse  

As part of its metaverse plan, Meta is developing its initial AR glasses product, called ‘Project Nazare’, which would work independently from a mobile phone, and use wrist controls to navigate its functions. Meta’s also developing a lower cost variation called ‘Hypernova’ which would be tethered to your mobile device. The first variation of its glasses can be expected in 2024; towards the end of the decade, Meta expects to be selling tens of millions of smart-glasses. (Via Social Media Today)

4. LEGO and Sony invest in kid-friendly metaverse

Sony and Lego have each invested $1 billion into Epic Games, which is putting together the building blocks of its own metaverse, which will focus on reaching younger children. The collaboration has resulted in three key principles that will ensure engaging and safe play: a) protect children’s rights to play by making safety and wellbeing a priority; b) safeguard children’s privacy by putting their best interests first; and c) empower children and adults with tools that give them control over their digital experience. (Via Ad Week)

WORK WE LIKE

5. Persil hoaxes gamers with fake trailer

Persil is encouraging young audiences to touch grass in a new campaign via an elaborate hoax with top gaming influencers. Using the language of game trailers and the hype that surrounds the announcement of a new game, the campaign relied on the creation of a fake game trailer for the real-life game Tag. Fake marketing material was sent out to six influencers, with a combined reach of 10.2 million across platforms including Twitch. (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 News

Weekly Marketing News, 8th April 2022

April 11th, 2022 by

Twitter works on edits, Shopify launches Linkpop, there’s concerns over Meta’s metaverse, new rules on gambling ads and Minecraft takes over the classroom. 

What is this?

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

PLATFORM NEWS

1. Twitter works on an edit button

Twitter works on an edit button

Twitter is working on its most-requested feature, an edit button. The platform confirmed it has been working on the feature since last year, and that it has nothing to do with Elon Musk’s position as a shareholder or his poll. Twitter will be testing the edit button with Twitter Blue users to learn what works, what doesn’t and what’s possible. While it is Twitter’s most-demanded feature, many users have concerns that the feature will be used by other users to retrospectively change conversations. (Via The Guardian

2. Shopify launches “link in bio” tool

Shopify launches “link in bio” tool

Linkpop by Shopify is a new tool aimed at creators, to help them sell products directly from their Linkpop page. Creators and merchants can include selected links on their Linkpop page and create storefronts to sell directly on social platforms. Consumers can browse a creator’s Shopify selection and make purchases directly through Linkpop, without leaving the app they were using. (Via TechCrunch

METAVERSE NEWS

3. The ethical concerns of Meta’s metaverse 

The ethical concerns of Meta’s metaverse

Facebook renamed and repositioned itself as a metaverse company last year, but many have criticised the company for its lack of planning, transparency and protection of its users and their data. This, paired with Facebook’s struggle to police, contain and halt hate speech on its platforms, has raised concerns for how Meta’s metaverse will be policed and whether Meta is capable of creating the ethical guidelines required for a true metaverse. (Via The Drum)

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4. New rules on gambling adverts

New rules on gambling adverts

New rules on gambling adverts dictate that social media influencers, celebrities and footballers will be banned from promoting gambling services to under-18s. The Committee for Advertising Practice (CAP) said the “tough” new rules were part of its commitment to safeguarding young people and vulnerable audiences. The new rules state that gambling and lottery ads must not “be likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture.” (Via BBC)

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5. Minecraft educates on climate change

Minecraft educates on climate change

Minecraft: Education Edition has created Rivercraft, a new world dedicated to teaching young people about the disastrous effects climate change and flooding could have on Preston. The world also teaches users about the environment, STEM, digital skills and engineering and will be available globally in multiple languages. Rivercraft was created as part of a collaboration between Minecraft, the Environment Agency and BlockBuilders, an organisation that specialises in digital youth engagement. (Via Microsoft

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Is TikTok becoming the next search engine?

April 4th, 2022 by

TikTok’s success has been nothing short of extraordinary. Through various lockdown restrictions and stay-at-home orders, TikTok became a go-to platform for users to share and consume short, entertaining and engaging video content. For many users, TikTok was a place to escape and forget the harsh reality of the state of the world. 

Initially, TikTok only offered short 15-second videos to users. Since then, the platform has gradually increased this time to one minute, then 3 minutes, to now offering 10 minute video uploads. Not only has this video limit increased the opportunities for creators to bond with their audiences, but it gives creators the chance to expand the type of content they offer. 

With long-form video content now available on TikTok, it is in direct competition with all visual social media platforms—including Instagram, Facebook and YouTube. In addition, due to the huge variety of content available on the platform, TikTok is giving Google a run for its money as a search engine. 

TikTok is a popular discovery platform—particularly for travel destinations and recipes. Back in 2020, TikTok leaned into its educational potential and offered a dedicated “Learn” tab, similar to the Following and For You Page tabs available now. The tab was creator-led and featured user generated content teaching users about almost everything—from crocheting and makeup, to productivity and Pig Latin. You name it, you could learn it. 

While the Learn tab was discontinued, it’s legacy paired with the #LearnOnTikTok initiative resulted in users continually sharing their knowledge and helping others. Gradually, this shifted user perception of the platform to become a platform to discover a new skill and tips and tricks. 

In 2021, TikTok dethroned Google as the most popular website in the world. While this was mainly as a result of users using the platform for entertainment and escapism, the popularity of educational TikToks has grown significantly. 

Where once users would have gone to Google to discover the best travel places in the UK or wherever, they are now turning to TikTok. There are countless dedicated accounts for travel advice, including the best hidden locations, tips on what you need to bring to certain countries, flight hacks and hotel recommendations. 

TikTok’s introduction of 10-minute videos has also helped the platform transition to an educational platform as the new length offers creators the chance to educate their followers in more detail. Although we’re yet to see the success of the longer video format on the platform, the potential is there. 

Have you found yourself searching through TikTok for specific content rather than Google? We know we have. 

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Monthly Beauty Roundup: March 2022

April 4th, 2022 by

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

Trend spotlight

Filter picks my makeup 

A popular trend this month has involved creators using multiple beauty filters to decide their makeup. Using eyebrow, eyeliner, lipstick and contour random-generator filters, users have been creating fun, quirky makeup looks. 

@brennaamichellee i love the way it turned out 😍 #makeuptrend #trendingsounds #trendingmakeup #trendingfilters #filters #SchickAsks #CloroxMistChallenge #viralfilters ♬ original sound – &lt/3

@hollymurraymakeup Didn’t turn out very good 😩 Ib: @natashajanewood #filters ♬ Light Switch – Charlie Puth

Anti-filter

A general trend within the beauty industry has been ‘clean’ beauty. As part of this, many creators have begun rejecting beauty filters that alter their own face shape. Using the “Smokey Eyes” filter and the “my taste in music is your face” sound, users are showing themselves with the glamorous filter before transitioning into their natural face. 

@abbyrobertsmy taste in music is ur face♬ my taste of music is ur face – m

@fishermanlarry47I want everyone that sees this to do it <3♬ my taste of music is ur face – m

Creator spotlight

Adenike Akinpelu 

Adenike is better known on social media as @nikescanvas. Based in Canada, she has over 280K followers on TikTok (and over 7 million likes), 260K followers on Instagram and nearly 40K subscribers on YouTube. She shares beauty finds for deep skin tones, skincare tips and recommendations, and vlogs her lifestyle. 

@nikescanvas @kvdbeauty Innovative!!!! @sephoracanada #fyp #sephorasquadapplicant #thankyouLord ♬ original sound – Adenike Akinpelu

@nikescanvas Who Likes To Glow?? @NARS Cosmetics #fyp #sephorasquadapplicant #thankyouLord ♬ Countless – Official Sound Studio

Content spotlight

MAC Cosmetics: MACStack Mascara 

To launch its new MACStack Mascara, MAC gifted influencers the new product. This resulted in organic posts from huge beauty creators. Supporting this with Top View and In-Feed ads displaying the product, as well as boosting organic influencer content, MAC succeeded in creating a viral campaign and product.   

@alxcext AD What if I told you, you can stack as many layers of the new @maccosmetics MACSTACK mascara as you want 👀 #tiktokmademebuyit #beautyytok #viralproduct #MACSTACKMASCARA ♬ original sound – Alice T

@mikaylanogueira@kellyrosesarno this is easily one of the best mascaras I’ve ever used. ##makeup ##mascara ##beauty♬ original sound – Mikayla Nogueira

Clinique UK: Black Honey 

Clinique’s cult favourite lipstick Black Honey became TikTok famous thanks to the 90s nostalgia revival. Using celebrity ambassadors and influencers in TopView and In-Feed ads, Clinique directed viewers to their website to purchase the newly restocked product. 

@cliniqueukThe lipstick that looks great on everyone is BACK IN STOCK. Grab your Black Honey on Clinique.co.uk.♬ Promoted Music

@cliniqueukViral favourite Black Honey is back in stock! Shop yours before it’s gone on Clinique.co.uk.♬ Promoted Music

L’Oreal Paris: #IHaveAPreferenceFor

To promote its Préférence Vivid Colours range, L’Oreal used influencers to show their colour preferences with a before and after. Using a campaign sound called “My Preference” and the supporting hashtag #IHaveAPreferenceFor, L’Oreal encouraged other users to create UCG and show their colour preferences. The hashtag has received over 23.5M views. 

@lorealparis #IHaveAPreferenceFor ♬ My Preference – L’Oréal Paris

@lorealparisIt’s Sydney’s Préférence Vivids in Rose Gold for us!♬ Promoted Music

Wild Refill: Boost influencers 

Natural deodorant company Wild Refill activated influencers to promote their refillable products across different passion points, including beauty, lifestyle and comedy. Influencer content was boosted and reposted as In-Feed ads, with many offering their audiences an affiliate discount code.

@themellanieparry##ad I love this @Wild Refill so much! When I needed extra support from my deodorant this not only delivered with that, but it’s aluminium free & I’m doing my bit for the environment. Use code MELLANIE20 ##ad ##perimenopause? ##menopausalwomenoftiktok ##perimenopausesupport ##menopausehack ##over40women♬ yonderlandddddd – nyla 🤍

@dailyfrecklesI have found the perfect deodorant that is effective and kind to the world! @Wild Refill ad 🌱♬ A dead robin On a pizza – CT

Maybelline New York: Perfector 4in1

To promote its new skin Perfector 4 in 1 product, Maybelline used TopView and In-Feed ads. Using influencers and celebrity ambassadors, Maybelline positioned the product as perfect for quick solutions and on-the-go. Influencer content was posted to the influencer’s channel and reposted on Maybelline’s. 

@Maybelline New York Quick Perfected Skin! @freyatidy tries Perfector 4in1 Shade 2♬ Promoted Music

@Maybelline New YorkNo time? No problem! Maybelline Perfector 4in1 is your shortcut to perfected skin!

♬ Promoted Music – Maybelline New York

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