Weekly Marketing News, 30th January 2023

January 30th, 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. Youtube wants to help users add more context to videos

Youtube wants to help users add more context to videos

Youtube is looking to improve the information available to users when they watch videos on their platform. This will include the ability to add links to the description of a video and make it easier for users to access additional information related to a video. 

2. TikTok is driving an offline lift in sales for some brands

@thedollshousecosmetics_ Tiktok shop out here doing the BEST 🕺🏼🧚🏽‍♀️💸✨ Why do you shop on tiktok shop? #tiktokshop #tiktokmademebuyit #tiktokliverpool #tiktokshopismagic #tiktokshop77sale #smallbusiness #ukmakeupbrand ♬ original sound – The Dolls House Cosmetics

Brands are seeing a positive impact on their offline sales when they use TikTok for their marketing. TikTok’s algorithm ensures that content is personalised for each user and this is leading to increased engagement and purchases.

3. What Twitch users really want from brand campaigns

What Twitch users really want from brand campaigns

A recent survey of Twitch users has revealed that they are most interested in brand campaigns that offer exclusive content and in-game rewards. Twitch users are looking for ways to feel more connected to the brands they love and campaigns that offer these types of perks are resonating the most.

4. The impact of ChatGPT on digital marketing

The impact of ChatGPT on digital marketing

ChatGPT, an AI language model, is having a significant impact on digital marketing. ChatGPT is able to quickly process large amounts of information and provide personalised responses to customers, making it an invaluable tool for businesses looking to improve their customer service.

Work We Like

5. The North Face: For all explorers, cities, mountains

The North Face For all explorers, cities, mountains

The North Face has launched a new campaign that is focused on showcasing the brand’s commitment to adventure and exploration. The campaign features a diverse range of explorers who are using The North Face products in both urban and outdoor environments, highlighting the brand’s versatility and appeal to a wide range of customers.

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 Calculate Engagement Rate on Instagram

January 27th, 2023 by

Coming to terms with a digital world means coming to terms with new terminology. 

A lot of us like to think we’re “down with the kids” and know everything about being online, but a lot of us also need to put our egos aside and let the younger generations teach us something for a change. 

Today’s term in question is engagement rate and, more importantly, how to calculate engagement rate on Instagram.

As we are all aware, social media presents many job opportunities for a lot of people. Influencers are now an integral part of society and the number of aspiring content creators is growing by the day. But being a content creator is no longer just about posting cool content for your followers to see, and, instead, is now all about the numbers. 

A creator’s engagement rate is among the most important of these numbers and can be the difference between someone landing multiple job opportunities and someone sitting around wondering when their time will come. 

To become the former, you’re going to need to know everything about engagement rates. Lucky for you, we just so happen to know quite a bit about them. Keep reading to find out all about the magic number that could propel you to Insta success!

Engagement rate: the basics

To answer the burning question that has all of you in a chokehold, your Instagram engagement rate is a social media marketing metric that measures the amount of interaction a piece (or pieces) of content receives in relation to follower count. 

For those of you already familiar with the creatorsphere, we’re sure the term ‘engagement’ is one that you’ve seen floating around. On Instagram, engagement can take on many forms:

  1. Likes
  2. Comments
  3. Shares
  4. Saves
  5. Reactions
  6. Direct messages
  7. Mentions
  8. Click-throughs
  9. Clicks
  10. Profile visits
  11. Replies
  12. Regrams
  13. Link clicks
  14. Sticker taps
  15. Use of branded hashtags 

These are what contribute to your engagement rate.

While follower growth is great, it doesn’t mean much if your audience doesn’t care about your content. Once you know how to calculate the engagement rate on Instagram (which we will touch on further down), your mindset will shift to creating resonating content that encourages the aforementioned metrics. 

Calculating your engagement rate

So you’ve started creating content with engagement in mind, but how do you take your new numbers and turn them into your post’s engagement rate?

There are several ways to do this: 

Formula #1 – engagement by followers:

Engagement rate = (likes+comments) / total number of followers X 100

While this will give you the engagement rate of a single post, brands will often perform an overall calculation of entire profiles to ensure that one good post isn’t just a fluke. This is done by finding the average engagement rate over a minimum of 10 different posts. 

Formula #2 – engagement by impressions:

Engagement = (likes+comments+saves) / impressions X 100

Because this formula takes into account the number of people who actually saw your post and interacted with it, it gives you more accurate insights into your performance.

Formula #3 – factored Instagram engagement rate:

Some marketers may value some metrics above others. For example, if they see comments as more valuable than saves, more weight will be put on the comments; resulting in a formula that could look something like this:

Engagement = [(comments x2) + other interactions] / impressions X 100

Remember: this formula can be highly deceptive which is why it is the least common among them all. 

What is considered good engagement rate?

So, now you know how to calculate engagement rate on Instagram, what numbers should you be aiming for?

The answer is, it depends.

What’s considered good engagement rate from a food influencer with 100k followers could be equivalent to good engagement rate from a health and fitness influencer with 20k followers. 

We know that’s not really helpful, so let us break it down for you by looking at average engagement rate instead. 

Most social media experts agree that good engagement rate is anywhere between 1% – 5%, but the more followers you have, the harder this is to achieve. Among the influencer community, micro influencers tend to be those who are hitting these figures effortlessly due to their smaller, more concentrated and engaged audiences. This is why we are seeing a shift in brands looking to collaborate with micro influencers over mega influencers more often, as they know their content will receive more engagement.

 

 

View this post on Instagram

 

A post shared by MOLLY MAY WREN (@mollymaywren)

Later analysed millions of accounts and found that between this 1%-5% buffer zone, 2.88% is the average engagement rate of a Feed post on Instagram. 

To break this down even further, they concluded the following average engagement rates for each post type:

Carousel – 3.11%                        Image – 2.76%                                   Video – 2.60% 

Looking at the data, Carousels are a great way to improve your engagement rate.

FAQ’s

How do you calculate the engagement rate?

To calculate your engagement rate, add up the total number of likes and comments, divide this by the number of followers you have and then multiply that number by 100. This will calculate the engagement rate of one post. 

What is considered a good engagement rate?

On Instagram, a good engagement rate can be anywhere between 1%-5%, with 2.88% being the average as of 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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Posted in News

Weekly Marketing News, 6th January 2023

January 6th, 2023 by

What’s this?

TikTok trends in 2023, YouTube swearing restrictions pisses off creators, Love Island contestants to suspend their accounts, experience Cape Town in VR, and share the love! 

PLATFORM NEWS

1. TikTok releases 2023 Trend Report

TikTok releases 2023 Trend Report

TikTok has released its 2023 trends, focusing on three main macro forces: Actionable Entertainment, Making Space For Joy, and Community-Built Ideals. These core shifts will influence how marketers speak to their target audiences in the upcoming year. (Via TikTok)

2. YouTube cracks down on profanities

YouTube cracks down on profanities

Under YouTube’s updated terms, videos containing profanities will be automatically demonetized if the words appear in the first eight seconds. The change in policy has brought the video platform a wave of complaints from creators. (Via TubeFilter)

3. Love Island contestants to suspend their accounts

Love Island contestants to suspend their accounts

In order to protect the latest contestants from unruly online hate, Love Island will be asking participants to suspend their social media accounts whilst in the villa. Family and friends will not be able to publish anything on their behalf, as part of an overhaul of measures to discharge the duty of care to contestants. (Via The Guardian)

WORK WE LIKE

4. Explore Cape Town in VR


Cape Town Tourism has launched a new global campaign blending virtual and real-life experiences. The game-style platform features Thabiso the Fearless Foodie, Storm the Nature Warrior, and Anathi the Urban Adventurer as virtual tour guides, leading users through short, vibrant videos showcasing the city’s cultural attractions. (Via Trend Hunter)

5. Explore queer experiences

Explore queer experiences

Queering the Map is a community generated counter-mapping platform that digitally archives LGBTQ2IA+ experiences in relation to physical space. Featuring real life experiences, each location shares a unique story from a member of the queer community. (Via Queering the Map)

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, News, Social Media Marketing News

Weekly Marketing News, 23rd December 2022

December 23rd, 2022 by

What’s this?

Messi vs Egg, news on TikTok, Twitter in shambles, TikTok explains the FYP, and MAC gives virtual tutorials.

PLATFORM NEWS

1. Messi dethrones the Instagram egg

Messi dethrones the Instagram egg

First the World Cup, then Instagram. Lionel Messi has taken the lead for the most-liked post ever on Instagram, with a photo of him lifting the World Cup. His post on Instagram received more than 61 million likes, surpassing the previous record holder – an infamous picture of an egg which had 56.6 million likes. (Via Sky News)

2. Publishers are distributing news through TikTok

Publishers are distributing news through TikTok

Around half (49%) of top news publishers are regularly publishing content on TikTok, and a large proportion of these have joined TikTok in the last year. In the UK, 81% of publishers have active accounts on TikTok. (Via Reuters Institute

3. Twitter is in shambles (again)

This week on Twitter Turbulence: Elon posts a poll asking if he should step down as CEO, he announced cross-platform promotion would be banned (and then quickly revoked this), and Twitter profile pictures were changed from circles to squares. 

4. TikTok gives insight into FYP algorithm

TikTok gives insight into FYP algorithms

TikTok is providing more insight into what you’re seeing in your feed with a new ‘Why Am I Seeing This?’ explainer tool that lists potential reasons that guide its algorithmic decisions. (Via Social Media Today)

WORK WE LIKE

5. MAC’s virtual try-on tutorial tech

MAC’s virtual try on tutorial tech

MAC Cosmetics has rolled out a new AR tool that lets customers sample multiple styles and products at once through their phones. Scanning a QR code, users can be virtually taken through a makeup tutorial, while virtually trying on the products. (Via AdWeek)

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, Social Media Marketing News

A Month in Beauty: December 2022

December 22nd, 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

Holiday makeup

It’s the holidays! Beauty creators have been sharing their favourite holiday makeup looks, including candy cane eyeliner, snowman blush and the glitz and glam Christmas sparkles. 

@hollierose.mua Christmas makeup ideas🎄 which one is your fav?🥰 #makeup #christmas #christmasmakeup #makeupinspo ♬ Underneath The Tree – christmas>>

@alicekingmakeup simple snowman eyeliner⛄️ #makeup #makeuptutorial #eyeliner #eyelinertutorial #makeupartist #makeuplook #tutorial #christmasmakeup #christmas ♬ Snowman – Sia

TikTok takes over Google

Google’s Search Roundup for 2022 in the beauty sector reveals the true power of TikTok. Aesthetics and looks trending on TikTok dominated the top beauty search queries for 2022. Top searches included the Passport Makeup Look, the White Dot Trend, and Addison Rae Lip Gloss Trend.

@addisonre♬ Toxic x Pony – ALTÉGO

@georgia.barratt Replying to @&lt3 howd i do lol #xyzbca #makeup #beauty #passportmakeup ♬ original sound – georgia barratt

Creator spotlight

Kate Grant

Kate Grant is a beauty and fashion influencer from Northern Ireland with Down’s Syndrome. She is the first model signed in the UK and Ireland with Down’s Syndrome, and shares TikTok GRWMs with her audience, as well as joining in on popular beauty TikTok trends. 

@kategrantmodel not as if i’m running an hour late💀🤪 #grwm #disability #downssyndrome #fyp #trending ♬ original sound – Kate Grant

@kategrantmodel fyi if you want any makeup on your eyes don’t ask tiktok🤪 #asktiktok #disability #downssyndrome #trending #fyp ♬ original sound – Kate Grant

Content spotlight

NYX Professional Makeup: House of NYX

Nyx Professional Makeup has revealed a new digital experience in Roblox, through which it has unveiled its spring 2023 collection. House of Nyx Professional Makeup is set in the platform’s iHeartLand, where gamers can collect three limited-edition makeup looks for their in-game avatars.

NYX Professional Makeup House of NYX

Estee Lauder: Winter Glam

Estee Lauder worked with lifestyle and beauty influencers to show how you can create the perfect winter glam and glowy skin with Estee Lauder products. Content was posted to the influencers’ channels and then boosted to wider audiences.

@kirra.mov POV: you finally found the perfect holiday lip balms (ASMR edition) 🤍 I love the @esteelauder #PureColor Crystal Balms because they’re so hydrating, soothing, and give my lips that ✨ extra glow ✨ #EsteePartner #Esteelauder #ad #asmrsounds #asmrunboxing #makeupasmr #lipstickasmr #holidaylipstick #holidaymakeup ♬ Hey It’s Me – Official Sound Studio

@asapabes the @esteelauder double wear foundation is my go-to this holiday season! ✨ #EsteeLauder #EsteePartner ♬ original sound – abelyn

ELF Cosmetics: Elf on a Shell 

ELF Cosmetics has been working with influencers this month, but one partnership stood out in particular. Shell Rowe and ELF created a TikTok poking fun at Elf on the Shelf. The cheeky elves glamified Shell whilst she was sleeping, and she woke to a sign saying “Sleigh Queen”. The video has nearly 90K likes and 7M views. 

@shellrowe I woke up feeling snatched @elfyeah #ad #ELFCosmetics #ELFBeauty @elfcosmetics ♬ original sound – ShellRowe

Garnier UK: Sheet Masks 

Garnier UK worked with influencers to promote its range of sheet masks. Using creators to show how consumers can tailor their sheet mask usage to various skin needs and issues, content was posted to influencers’ own channels before being boosted to in-feed ads. 

@kaushal #ad there’s no better feeling than taking your making off 💜 I love unwinding with my fave @garnieruki Sheet Masks 🧖🏽‍♀️ #sheetmask #skincare #skincaretok ♬ original sound – Kaushal

@howeydon Garnier Moisture Bomb Sheet Masks have been my skin savour. @garnieruki Sheet Mask Discovery Collection on Amazon @Garnieruki #ad ♬ original sound – Howey Ejegi

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Posted in News, Social Media Marketing News

Influencer Marketing Campaign Examples for Valentines Day

November 14th, 2022 by

Donned the cupid of priests, Saint Valentine earned his title by secretly marrying young lovers in a time when Emperor Claudius II forbade it. 

Fast forward a few thousand years to 1382 and Geoffrey Chaucer becomes the first poet to associate Valentine’s Day with romance, in his work ‘Parlement of Fowls’. This is the very Valentine’s Day we know of and celebrate today, all these years later. 

Of course, a modern Valentine’s Day wouldn’t be complete without some kind of influencer marketing involvement and brands who have recognised the importance of digitally celebrating this day have been those who’ve made serious bucks. 

With Valentine’s Day right around the corner, here are some influencer marketing campaign examples that brands have run in the past to ensure their customers really feel the love on this special day. 

Influencer marketing 101

What are the benefits of running an influencer marketing campaign?

1) Immediately establishing trustworthiness

A survey headed by Nielsen shows that 92% of consumers are more likely to trust personal recommendations over advertisements. Running an influencer campaign ensures that these recommendations are coming from key opinion leaders (KOLs) or influencers (often experts in their field) and reaching their loyal followers who are ready to listen to whatever they have to say.

2) Expanding communication reach

These campaigns are all about word-of-mouth marketing. Nowadays, people would rather hear what their favourite influencer has to recommend, over something a brand is pushing to sell them. 

The communication reach of your marketing is expanded through influencer marketing campaigns. By strategically partnering with the right influencer, you can gain global exposure and accelerate business growth.

3) Targeting audiences for high-quality leads

You can have the best marketing campaign out there, but if it isn’t reaching the right audience, then all that advertising money could potentially go to waste. 

Collaborating with influencers will put your campaign before a relevant audience, because you already know your motivations are aligned. They’ve already done the hard work by engaging with a niche audience and creating a community around a specific interest.

4) Building brand awareness

Most influencers are the driving force behind the next wave of trends and hot topics. Involving these influencers in your next campaign has the potential to skyrocket your brand into the realm of being recognised nationally and internationally.

Not only can influencers boost brand awareness for potential customers, but they can also aid your visibility to other brands. Depending on the type of campaign you run with your influencer, this might pique the interest of other companies and publications and may cause them to feature your business in organic press and/or social placements. 

What makes for a stand-out campaign?

We’re certain you have come across hundreds of influencer marketing campaign examples in your time, but think about how many have truly stood out to you that you can remember off the top of your head. 

To ensure that you have one of the stand-out campaigns, here’s what you need to do:

  1. Be clear with influencers – be clear of the campaign goals and messaging before approaching any influencer. Influencer contracts are usually the best way to lay out campaign requirements, messages, do’s, don’ts, and other campaign-related information. 
  2. Make it long-term – if you are dedicated to finding the right influencers, your brand will be represented by people who truly love your product/service. If it’s a great partnership, then the influencer will become a lifelong fan and ambassador. This will be beneficial for future endeavours. 
  3. Provide writing angles – you can always pitch ideas on how you want your campaign to run, but, ultimately, influencers know what content interests their audience. In your influencer contract, provide writing angles to get the creative juices flowing, but, from there, the influencer should be able to create freely. 
  4. Diversify partnerships – this way you will reach more people from various demographics.
  5. Create digital events – create events where your influencer and their audience can interact with each other. In doing so, it will strengthen their trust and loyalty which will translate into brand loyalty.
  6. Mix platforms – mixing platforms and the content your influencers provide on each one helps you stay at the top of the latest trends and gets your content in front of their audiences where they’re at.

Influencer marketing campaign examples

Whittling examples of influencer marketing campaigns for Valentine’s Day down to just a handful is an impossible task, so the following list has been devised according to those which have reaped the best results. 

Influencer marketing campaign example #1: Deliveroo

When it comes to Valentine’s Day, no one does it quite like Deliveroo. As far as influencer marketing campaign examples go, Deliveroo’s exude comedy, irony and sarcasm; perfect for the Valentine’s Day critics. 

In 2020, Deliveroo and KFC Singapore came together and united foodies by combining the KFC bucket with limited-edition love rings made of clay and sporting a KFC bucket of chicken with the Deliveroo logo on top of it. The rings were handed out to anyone who pre-ordered a KFC Valentine’s Day Combo. 

Influencer marketing campaign example #1 Deliveroo

Influencer marketing campaign example #2: Deliveroo 

The influencer marketing campaign examples from Deliveroo don’t stop there. In 2021, Deliveroo partnered with Tinder for a Valentine’s dating service which printed the profiles of 30 local, single people on food deliveries. 

The initiative came after Tinder reported an 84% increase year on year in user bios featuring the word ‘takeaway’. 

Customers opted in to the ‘DeliverDate’ service, meaning they would receive QR codes for the six Tinder profiles printed on their box. Over 1,000 boxes were printed and sent out from 5 different Wingstop restaurant locations over the 13th & 14th February.

 

View this post on Instagram

 

A post shared by Deliveroo (@deliveroo)

Influencer marketing campaign example #3: Frankie and Benny

For this year’s Valentine’s Day campaign, Frankie and Benny’s partnered with 6 singletons looking for love; 2 of them being influencers Chloe Veitch and James Lock. 

These top-tier dates were stationed at three different Frankie and Benny’s locations and customers who stopped by had the opportunity to experience a dinner date with one of them. 

This campaign boosted the brand’s visibility and created a call-to-action which boosted customer engagement.

 

View this post on Instagram

 

A post shared by Frankie & Benny’s (@frankienbennys)

In short, Valentine’s Day isn’t just about capturing the hearts of other human beings, but also about letting brands capture yours. 

FAQ’s

What is an influencer marketing campaign? 

An influencer marketing campaign sees brands leverage the influence that social media influencers have over their audience, to promote their products/services.

What makes a great influencer marketing campaign?

  1. Be clear with influencers
  2. Make your partnerships long-term
  3. Provide writing angles for your influencers
  4. Diversify partnerships
  5. Create digital events
  6. Mix platforms

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

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

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Weekly Marketing News, 11th November 2022

November 14th, 2022 by

Twitter’s verification scrapple continues, TikTok secretly ranks creators, Mastodon is coming for Twitter users, LoL sets new records, and you can now make your fave creators say whatever you like. 

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’s verification does a disappearing act

Twitter’s verification does a disappearing act

Twitter verification is the talk of the town. Over the past few days, the verification on Twitter has changed. Not only do users now have to pay an $8 Twitter Blue subscription for the blue tick, but we briefly had the addition of a secondary grey verification to confirm someone’s official account (so… the original verification?), but this had a very short shelf life of less than 24 hours before it was “killed” by Elon. (Via The Verge)

2. TikTok secretly scores creators.

TikTok secretly scores creators

TikTok quietly launched “scores” for influences, ranking content creators on factors such as enthusiasm and their willingness to promote products. Internal documents show that TikTok discussed plans to provide these social media credit scores to its business partners under strict secrecy. (Via Gizmodo)

3. Is Mastodon the new Twitter?

Mastodon the new Twitter

Following the Twitter fallout, users are flocking to Mastodon. Mastodon is a series of servers that converge to make the Fediverse. Each server has its own set of rules and is run by their creators. Users can create Toots (AKA a Tweet but with 500 characters), and be verified for free. (Via The Guardian)

GAMING NEWS

4. World Championship sets record views

World Championship sets record views

The  League of Legends World Championship has set a new esports record with 5.1 million concurrent viewers—that’s a number comparable to the Super Bowl. Community casting appeared at the finals for the first time in major international LoL events, which was why Worlds 2022 set a new absolute record of the discipline in terms of audience and showed one of the highest results in all esports. (Via ESCharts)

CREATOR NEWS

5. Dr. Disrespect creates Bonfire.TV

Dr. Disrespect creates Bonfire.TV

Creator Dr Disrespect has created a tool allowing content creators to develop an avatar with a lifelike AI replica of their voice. It’s a similar concept to voice filters on TikTok, but fans can use their favourite creators to create voice memos. (Via Bonfire.TV)

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Posted in Marketing News, News, Social Media Marketing News

IYKYK: Subcultures are Breaking the Marketing Mould

November 9th, 2022 by

Niche interests, cultures, and communities have always been enticing vessels for brands to influence audiences, but they’ve never been more important than now. Gen Z is a fluid generation, with interests and values evolving regularly. For Gen Z, popular culture is obsolete and has been replaced with subcultures and niche communities—91% of those aged between 18 and 25 believe there is no such thing as mainstream pop culture anymore. 

Subcultures have become the new demographics. Gen Z connects and identifies with what they are most passionate about. On social media, they are more likely to remember content created, rather than the influencer creating the content. Because of this, subcultures have provided a place online where Gen Z can connect with like-minded users in a more intimate way and on a personal level. These subcultures often share the same core values, language, and lifestyle. 

The isolation experienced during the pandemic thrust Gen Z deeper into their online communities. The development of social media algorithms has left a desire and need for personal experiences online, not just in terms of interactions, but content presented to them. To ensure they receive the online experience they desire, Gen Z have their fingers in multiple social pies, and use smaller apps that serve particular functions. In order to succeed in their marketing efforts, brands need to understand the purpose of each platform. 

A report by Horizon Media has identified five categories—and 12 accompanying subcultures—that have become crucial in understanding the next generation of consumers. 

The subcultures shaping culture

The five major categories for leading the subculture wave are: gaming, entertainment, education, fashion, and beauty. Within these categories, some key named subcultures are Gamer Girls (gaming), Poetic Connectors (entertainment), Adulting Hackers (education), Maximalists (fashion), and Beauty ASMR-tists (beauty). 

Each of these subcultures have their own passion points, engagement tolerance, and communication methods that brands need to be hyper-aware of. Brands also need to be aware that marketing to these subcultures requires an element of nuance; they can’t just open the app and expect to understand how to communicate to these subcultures. Brands need to fully immerse themselves into these cultures to understand the passions behind them. 

For example, the Gamer Girls subculture of 3.1 million female gamers regularly play in a field that’s male-domninated and sometimes misogynistic. Naturally, many women within this subculture are incredibly passionate about diversity, equity, and inclusion. 

The subcultures shaping culture

Male-skewing brands that focus on gaming will be able to reach Gamer Girls without alienating their core consumers. But, more interestingly, it opens a doorway for non-endemic brands to target Gamer Girls. Brands that are typically female-skewed can get into gaming by partnering with all-female esports teams or sponsoring Twitch streams with all-female gamers to promote DEI. Many Gen Z consumers resonate with more than one subculture, so brands have the chance to reach multiple different cohorts. 

Demand for authenticity remains

As with any marketing or brand activity, the demand for authenticity from consumers remains. Brands need to be crystal clear about what they stand for, and understand how those values will connect with subcultures. 

This doesn’t mean brands need to alienate consumers aligned on different ends of a spectrum. The rate of change among Gen Z is rapid, so brands should follow suit and remain fluid in their media and creative marketing strategies. 

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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The Undetected Boom of TikTok Livestreams

November 9th, 2022 by

Over the past few weeks, we’ve seen article after article discussing how livestreaming and livestream shopping isn’t being adopted in the West… but this isn’t entirely accurate. 

While livestreams may be struggling on other platforms, they are a hit over on TikTok. In the last two years, TikTok’s livestreaming revenue has grown a whopping 900%. Yes, you read that right. 900%

In 2021, 80% of TikTok’s revenue came from online ads and 15% from livestreaming. The majority of livestreaming revenue comes from digital gifting—where viewers give creators money through digital gifts. It’s been reported that TikTok takes up to nearly 70% of digital gift donations, so it’s unsurprising that TikTok pushes livestreams in the For You Page so much. 

The potential for huge return on live-streamed content is partially why TikTok has decided to focus on creating a US shopping empire, even though the platform struggled to make TikTok Shop profitable in the UK. 

In addition to this, although the revenue isn’t huge (yet), a global study in 2021 revealed that 62% of TikTok LIVE users watch live content daily. TikTok users in general are 1.6x more likely than non-users to watch branded livestreams and discover brands. Although, it’s important for brands to remember 77% of users prefer watching branded LIVEs hosted by creators, compared to 68% for brand ambassadors. 

Amazon, Meta and Walmart have all tried to recreate the success of China’s live ecommerce market in the US, but ultimately failed. 

TikTok’s ambitious attempt, dubbed Project Aquaman, is the first to directly borrow tactics that were first perfected in China. At the heart of TikTok’s strategy is a decentralised network of around 20 “TikTok Shop Partners,” which include small Chinese social media agencies and U.S. tech startups that specialise in livestream e-commerce, like Shop LIT Live. 

These partners will guide brands and manufacturers through every step of running a livestream shopping business, covering content planning, filming, and hiring hosts to run the broadcast. This approach mirrors how ByteDance grew Douyin’s live ecommerce business into a powerhouse over the past two years. 

TikTok has hosted training webinars and opened TikTok Academy to teach its partners the best ways to sell products via livestreaming. The platform discusses even the smallest aspects of hosting a successful livestream, from the recommended lighting, how hosts should dress, and the optimal time to go live. 

TikTok hopes the effort will be able to convert its huge influence on American tastes into a highly lucrative revenue stream. It already has 100M users in the US, 70% of whom are teenagers. Many already use the platform as a research and discovery tool, and the hashtag #TikTokMadeMeBuyIt has more than 28.5B views. 

McKinsey forecasts that if the West were to follow China’s steps  of livestreamed commerce, it could account for up to 20% of all online sales by 2026. But in order to achieve this, TikTok needs to crack the West’s different online shopping culture. 

Western consumers have learnt to shop through websites, not social media apps. There’s no doubting TikTok’s ability to influence a purchase decision, but consumers need to learn to trust social platforms with their purchasing data and money—something some platforms have proved they can’t be trusted with. 

However, despite potential risks and setbacks, we don’t think TikTok will be giving up on TikTok Shop any time soon. 

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 Hashtags for Fashion Influencers

November 8th, 2022 by

Birthed by Chris Messina in 2007, the Twitter hashtag took online groups and discussions to a whole new level. From here on, people had the opportunity to interact with hashtags relevant to topics and groups that interested them. 

You may think that this democratisation of social media usage would lead to an even bigger divide among users, however, it paved the way for the creation of communities; which, in turn, kick-started the surge in niche influencers. 

Just as everything else has, hashtags have found their way to the world of influencer marketing. Influencer marketing hashtags are a perfect way for influencers looking to gain visibility and for brands looking to market their products. 

Why should you use hashtags 

Aside from getting with the times, influencer marketing hashtags can do the following for both brands and influencers:

Increase engagement with your followers:

Including #s in your posts immediately involves you in a conversation happening on that social media platform. Most importantly, your use of the hashtag makes you visible in that conversation; increasing the likelihood of engagement through likes, shares, comments and new followers. 

Build brand awareness with branded hashtags:

For the marketers among you, branded hashtags for influencer marketing could soon become your best friend.

They are an effective way of promoting your business and drive conversations. Creating one can be as simple as using your company name or incorporating a tagline into a hashtag. Influencer marketing hashtags are created this way and are a great way of attaching something unique to a product that you are promoting so that it is easily distinguishable to your target audience.

Show support for social issues:

Using a hashtag that’s connected to an issue beyond your brand is a great way to show solidarity with an important cause. 

Add context to a social media post:

Aside from Twitter that has a 280 character limit, longer captions aren’t always the most effective.

Using a hashtag can be a simpler way to contextualise what you’re talking about without using up valuable characters or writing repetitive captions. 

Help your target audience find you:

On several social media platforms, users can follow hashtags as well as other users. Including a few popular hashtags in your posts is another effective way to help new users find your brand, as you will appear in the feed of people who follow the hashtag. 

Disclose sponsored partnerships:

This is for both influencers and brands who work with influencers. 

As per the Federal Trade Law (FTC)’s advertising guidelines disclosed in 2019, all influencers have to let their audiences know when a piece of content is sponsored. Failure to do so will result in high fines for both the influencer and the brand. 

So…

Influencers: always add hashtags clearly indicating a sponsorship to branded posts.

Brands: make sure you are checking for the right hashtags when accepting and reviewing influencer content.

The Dos and Donts of hashtagging

Do’s Don’ts
Use niche hashtags Only use hashtags with over 2 million tags
Research hashtags before using them Use irrelevant hashtags
Use easy-to-read and easy-to-generate hashtags Use super long or complicated hashtags
Put hashtags in the body of your captions Hashtag every word
Spellcheck your hashtag Break your hashtags (with spaces or symbols)

 

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Hashtagging for fashion influencers

Influencer marketing hashtags are especially essential for fashion influencers looking to partner with fashion brands and for brands looking to head a new campaign. 

You might know how to take the perfect OOTD photo, but without the relevant hashtags, you’re going to struggle to reach many new people. 

Instagram, for example, allows you to add up to 30 hashtags in either the comment section or your caption. We strongly advise you to take advantage of this in order to reach as many people and brands as possible. 

Remember: fashion brands are constantly on the lookout for new influencers to feature in their campaigns and trawl through relevant hashtags, such as #lookinspo and #personalstyleblog, to find them. Combine these with branded influencer marketing hashtags and you just might be scouted.

Where to find the best hashtags to use 

To find hashtags that are specific to your brand, industry and your audience, you’ll need to do a little research. 

Monitor social media influencers and competitors:

Gather intel about other fashion influencers with a similar style to you. 

Make note of what hashtags they use most often and how many they use in their posts. This will help you learn how your competitors are engaging with your shared target audience.

Know which hashtags are trending:

There are many sites online that allow you to type your caption into a text bar and upload the photo you will pair with it, with the purpose of generating relevant trending hashtags for you to include. 

Find related hashtags:

If you already have somewhat of an idea of which hashtags are working well for you, consider using related hashtags. These might be a little more specific than the popular hashtags you’ve already been using, which will help you reach a more targeted audience.

Analyse which hashtags were successful on past posts:

Keep track of hashtags used on past posts. For those that have been successful, see if there’s a trend among them. 

Which influencer marketing hashtags should you be using?

For aspiring fashion influencers, here are the influencer marketing hashtags associated with the leading fashion brands:

ASOS – #asseenonme

 

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A post shared by DAISY (@styled.daisy)

Boohoo – #boohoobabes

 

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A post shared by Laura | Colorful Streetstyle, Outfit Inspo | (@lauraintechnicolor)

H&M – #hmxme

 

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A post shared by Ilias Bogdanos (@iliasbogdanos)

I Saw It First – #isawicons

 

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A post shared by Kate Elizabeth Sidwell (@kate.sidwell_)

Missguided – #babesofmissguided 

 

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A post shared by Sonia Chinikamwala (@soniachinikamwala__)

Nasty Gal – #nastygalsdoitbetter

 

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A post shared by Francesca Leslie (@francescaleslie_)

New Look – #thisisnewlook

 

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A post shared by Katie | Lifestyle & Fashion (@kateelizabethwright)

Pretty Little Thing – #prettylittlething

 

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A post shared by Faith in Fashion (@faithwoodhall)

Here are some other fashion-themed hashtags you need to know: 

Influencers with less than 10k followers: Influencers with less than 100k followers: Influencers with less than 1 million followers: Influencers with more than 1 million followers:
  1. #feelgoodstyle
  2. #shoestringstyling
  3. #theoutfitcommunity
  4. #dresswithconfidence
  1. #ootddetails
  2. #whatimwearingnow
  3. #bloggerstylefashion
  4. #getintothisstyle
  5. #inspostyle
  6. #trendingstyle
  7. #closetgoals
  8. #mylookoftheday
  9. #instastyleblogger
  10. #fashiongrams
  1. #ootdguide
  2. #outfitdiary
  3. #outfitpic
  4. #mystylediary
  5. #fashionguru
  6. #todayimwearingthis
  7. #ootdinspo
  8. #fashionbomb
  1. #currentlywearing
  2. #styleinfluencer
  3. #fashioninfluencer
  4. #fashiongram
  5. #styleoftheday
  6. #fashionista
  7. #outfitpost
  8. #mylook
  9. #stylegram
  10. #fashiondaily
  11. #todaysoutfit

Influencer marketing hashtags: round up 

If you are not already, it’s time to start using hashtags in your social media posts. Even though they first gained popularity back in 2007, they are even more useful to your brand today, 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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