Social Media Updates: August 2022

September 1st, 2022 by

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

TikTok Updates

TikTok tests “Nearby” content feed

TikTok recently confirmed it is working on a new content feed, “Nearby”, which can be found next to the “Following” and “For You Page” tabs at the top of the screen. The new feed will display content posted by users in your current location. 

tiktok test near by feed

A dedicated local feed could give you access to a huge, engaged nearby user group. When you also consider that almost 40% of young people now refer to TikTok or Instagram instead of Google Search when they’re looking for a place to eat, this could present a huge promotional opportunity.

TikTok launches new Shopping Ads

TikTok has introduced new shopping ads to push forward its ecommerce integrations, providing more ways for brands to promote their products in-stream. The new ad formats include Video Shopping Ads, Catalogue Listing Ads, and LIVE Shopping Ads. 

TikTok launches new Shopping Ads

TikTok has offered the same options in the Chinese version of TikTok, ‘Douyin’, for the past few years. The platform is waiting for the West to catch up with Asia in social commerce usage.

Instagram Updates

Instagram creates BeReal clone

Instagram has once again taken heavy inspiration from another platform. BeReal has taken the social world by storm, so Instagram has created IG Candid. Instagram first added a “Dual Camera” feature, where users can take a photo using the selfie and back cameras at the same time. App researcher Alessandro Paluzzi uncovered the latest feature the platform is testing, “IG Candid Challenges”.

Instagram creates BeReal clone

It appears that Instagram has copied BeReal’s functionality word for word, with users having two minutes to share what they’re doing, from the moment they receive a random notification. 

Instagram tests optional full-screen feed display

Instagram recently tested a full-screen main feed, which incorporated regular posts, Stories and Reels into a single, TikTok-style display. But, it quickly withdrew this test following major user backlash and a petition titled “Make Instagram Instagram again”. 

Instagram tests optional full-screen feed display

But now, Instagram has added the full-screen option as a switch. The new option would be added to the menu accessible via the Instagram logo drop down, along with the options to sort your feed by ‘Following’ or ‘Favorites’.

You can now schedule your Reels

All creators can now schedule Reels posting using Meta’s Creator Studio app, providing the opportunity to post your content at an optimised time. 

In addition to this, Meta recently introduced a new video editing tool within the app, which makes it easier for users to cut their longer clips into Reels. 

Twitter Updates

Twitter rolls out podcasts

Twitter has finally launched a new podcast display within its Spaces tab, which will now be renamed the “Audio” tab. 

Twitter rolls out podcasts

The new Audio tab will highlight podcasts and Spaces within a central location, with broadcasts being separated into different topics (or Stations, as Twitter calls them), helping users with discovery.

Twitter tests more Professional Account options 

Twitter has been busy adding more options to its Professional Account tools, including a new variable CTA link. The platform will now offer a Spotlight option alongside a customised Link display, allowing users to choose from a variety of CTAs.

Twitter tests more Professional Account options 

The CTAs will provide another way for Professional users to drive more direct traffic from their Twitter profile.

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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Social Media Updates: July 2022

August 11th, 2022 by

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

TikTok Updates

TikTok launches new research initiative

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

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

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

TikTok’s update makes videos more globally accessible

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

TikTok’s update makes videos more globally accessible

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

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

Instagram Updates

Instagram halts its attempts at being the new TikTok 

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

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

Instagram halts its attempts at being the new TikTok

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

instagram petition

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

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

Instagram may be launching Public Broadcasting Chats

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

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

Instagram may be launching Public Broadcasting Chats

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

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

Instagram Reels have levelled up 

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

Instagram Reels have levelled up 

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

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

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

YouTube Updates

YouTube announces its ‘Edit into a Short’ feature

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

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

YouTube announces its ‘Edit into a Short’ feature

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

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

YouTube tests a new product tagging feature

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

YouTube tests a new product tagging feature

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

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

Twitter Updates

New ‘Status’ Markers in Tweets

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

New ‘Status’ Markers in Tweets

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

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

Explainer Notes are now embedded in edited Tweets

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

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

Explainer Notes are now embedded in edited Tweets

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

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

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

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

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How to Measure Influencer Marketing Campaigns

August 11th, 2022 by

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

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

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

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

Why is it important to measure marketing effectiveness?

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

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

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

influencer marketing campaign

How to measure the success of influencer marketing

How to measure influencer marketing campaigns: Metrics and KPIs

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

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

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

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

Align your metrics with company objectives

Less is usually more

Avoid looking at metrics in isolation

Delegate reporting to one responsible team member

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

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

How to measure influencer marketing campaigns: Deadlines

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

Which leads us to…

How to measure influencer marketing campaigns: Scheduling 

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

How to measure influencer marketing campaigns: Use the tools

They’re there for a reason! 

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

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

How to measure influencer marketing campaigns: Benchmark your performance

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

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

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

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

Final thoughts

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

FAQ’s

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

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

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

How do you analyse an influencer marketing campaign?

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

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

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

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A Complete Guide to Beauty Influencer Collaborations

August 11th, 2022 by

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

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

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

What is a beauty influencer?

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

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

Choose your fighter 

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

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

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

Guru – long standing experts in their field

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

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

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

Beauty influencers X Influencer Marketing

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

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

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

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

Social media is the predominant hangout zone for consumers 

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

It is more affordable  

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

It is effective 

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

Examples of beauty influencer collaborations

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

 

View this post on Instagram

 

A post shared by Morphe (@morphebrushes)

James Charles X Morphe – 2018

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

 

View this post on Instagram

 

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

Jaclyn Hill X Becca Cosmetics – 2016

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

 

View this post on Instagram

 

A post shared by Anastasia Beverly Hills (@anastasiabeverlyhills)

Nicole Guerriero X Anastasia Beverly Hills – 2017

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

FAQ’s

Who is the most famous beauty influencer?

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

How do beauty influencer collaborations work?

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

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

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

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Understanding Influencer Marketing

August 11th, 2022 by

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

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

Understanding influencer marketing: The Basics

What is influencer marketing?

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

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

Understanding influencer marketing: How does influencer marketing work?

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

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

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

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

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

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

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

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

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

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

Understanding Influencer Marketing

Understanding influencer marketing: Why is it important?

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

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

Understanding influencer marketing: What are the benefits?

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

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

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

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

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

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

FAQ’s

What is influencer marketing and how does it work?

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

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

How do you use influencer marketing effectively?

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

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

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

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

Socially Powerful

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Posted in Influencer News, Social Media Marketing News

Micro Influencer Collaborations

August 1st, 2022 by

Who remembers the days when young people aspired to be doctors and astronauts?

As influencer culture has entrenched the internet, the dreams of young people today have turned to becoming social media stars. Instant fame is just one viral post away, so it’s no wonder people are constantly sharing pictures of their food and daily activities with their followers; no matter how large or small the audience.

The age of the micro influencer is upon us and if you are a brand looking to target the right audience, widen your reach and increase sales, this rapidly expanding breed just might be the key to your success. 

Micro Influencer collaboration: does size really matter?

The age old question. 

Micro influencers are defined as social media accounts with anywhere between 10,000 and 100,000 followers. While this is considerably less followers than a macro influencer account with 500,000+, the power of the micro influencer is not to be underestimated. 

Due to their concentrated following, consisting of an audience well-acquainted with the niche the influencer falls under, micro influencers often have a more trusting and authentic relationship with their followers. This relationship means that their following is more likely to trust any recommendations that they have. 

While appointing macro influencers to promote your product ensures that it is seen by the masses, those that it actually resonates with are really just a small minority; potentially decreasing your ROI. In this instance, bigger perhaps isn’t better. 

Micro Influencer Collaborations: for the influencer

In the digital age, your next paycheck is quite literally one sponsored post away and, with internet fame, you could essentially be set for life. We understand how appealing this sounds and are here to help you navigate your approach to brand deals. 

Don’t play hard to get

Unfortunately, as with most things in life, brands won’t find you. You need to do everything in your power to be visible to them. This means tagging and mentioning them in your posts and stories. Doing this consistently will ensure that you show up on their radar as they become curious about who is engaging with them so often. 

Another visibility method will be in the hashtags you line the bottom of your posts with. To identify relevant and branded hashtags in your niche:

  1. Look at hashtags used by fellow influencers
  2. Keep an eye on hashtags posted by brands

These hashtags will help drive traffic to your page and increase engagement and followers. 

Top Tip: most brands often go through their hashtags looking for content or influencers to feature. 

Create a media kit

A media kit is essentially a portfolio, resume and digital business card all rolled into one. It is something you will give potential brands when looking for a partnership. There are countless media kit templates out there to choose from, or you can take the reins and design your own. Whatever you choose, make sure the design, font(s) and vibe is on-brand and reflects your personality; after all, this is the first thing clients have to go off of before meeting you. 

Here is what you should include in your media kit:

  1. Your bio
  2. Contact details
  3. Number of followers on social media
  4. Audience demographics
  5. Website statistics
  6. Testimonials
  7. Micro influencer collaboration options
  8. Pricing

Once you have completed these steps, you are all set to start reaching out to brands who collaborate with micro influencers. Remember, not everyone is going to take you straight away. Don’t be disheartened and keep pushing forward. 

Micro influencer collaborations: for the brand

People often think that a collaboration between brands and micro influencers is a one-way street, but the brand has to put in just as much effort when getting the influencer on board. 

If you are a brand looking to utilise micro influencer marketing, first ask yourself these questions before you proceed:

  1. Is the micro influencer from my niche?
  2. Do they have between 10k-100k followers?
  3. Does the influencer post at least once a week?
  4. Are the posts they publish relevant to my brand?
  5. Does the influencer’s content generate a number of likes and shares that I like?

If the answer to all of the above is yes, then it’s a match! 

You’re all set to go ahead and reach out to your influencer, but before you hit send on that all important message, double check that you are a follower of them yourself. This will help prove your genuineness in wanting to collaborate with them. 

Choose a killer subject line

This is the first thing your influencer will read and, therefore, make a pre-assessment on. They receive dozens of emails a day and have every right to be picky. Ensure that your subject line is personalised, catchy and unique and you’ll have no problem being plucked from the bunch.

Show your appreciation

Let your influencer know that you are grateful for their time and note down what it is about their work that you appreciate. Just like everyone, influencers want to feel valued and important. This is a quick trick to getting them onboard. 

Present your brand favourably

Human brains are wired for stories. If you are able to give them a brief, yet enticing one about your brand, how you came up with the idea and how you began your business, then you are likely to hook them in. Invite them to become a part of your incredible story. 

Offer something special

Surprisingly, money isn’t everything. Micro influencers tend to be the most picky about their brand collaborations due to the type of following they have. What ELSE can you offer? Perhaps:

  1. Support in content creation – ie, covering travel expenses, providing professional camera equipment
  2. New products to feature in their post
  3. Free passes to niche events

Give them freedom

Once you have highlighted that you would like this to be a micro influencer collaboration, give your influencer the freedom to create content that best suits them and their audience. After all, no one knows their audience like they do. 

This will create a level of trust among you both that could carry on for campaigns to come.

Don’t call them ‘influencers’

Instead, think of them as creators. You will receive a lot more responses this way. 

FAQ’s

How many followers do you need for a collaboration?

This is totally up to you, but 1000+ is the guideline. Brands will want to know that their name is at least reaching some people. 

How does a collab with an influencer work?

  1. Do your research to find the perfect match for your brand.
  2. Start to organically engage with their page by liking their posts to highlight yourself to them.
  3. When you are ready, reach out with a friendly DM or email stating how and why you would like to work with them and what the benefits could be.

What is good engagement for a micro influencer?

Good engagement is anywhere between 1.87% to 3.86%. 

How do you reach out to brands as a micro influencer?

Start by engaging with brands you would like to work with, over time. Do this by liking their posts and their stories and using hashtags underneath your posts that are specific to them. 

Send your media kit out to any brands you feel you would be best suited to collaborating with. 

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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Metaverse Influencer Marketing

August 1st, 2022 by

The term Metaverse is most likely synonymous with fear, unpredictability and ‘robots taking over the world’, for you. Don’t worry, us too. With the term being thrown around on social media left, right and centre, it’s only right that we take the time to dig into what it really entails and how you, as a brand, can utilise metaverse influencer marketing in the coming virtual world. 

The Metaverse: The Basics

Most of you would have encountered the word ‘Meta’ after Mark Zuckerberg unveiled the ‘new’ Facebook, re-branded as Meta. But what exactly is the Metaverse? Is it a term for the void we are all about to get sucked into? Or is it the dystopian future that the people outside of train stations drunkenly try to talk to you about?

In layman’s terms, the Metaverse is “a 3D version of the internet”, claims Matthew Ball, an expert in exploring this world. It runs parallel to the real world and is a place for people to live a digital life as an avatar who is able to interact with other people’s avatars. Daily activities in the Metaverse can include attending work conferences, buying land and hosting parties. While this all sounds too good to be true, it is a known fact that this isn’t actually in full swing yet. Only those who own the correct equipment—pretty much any type of virtual reality headset—are eligible for access right now. 

How can I benefit from the Metaverse as a brand? 

If you are asking yourself this question, then we must assume that you are an avid conductor of social media influencer marketing strategies already… in the real world, of course. If not, why not check out our social media marketing campaigns blog to get yourself up to speed. 

The influencer industry is currently worth a whopping $13.8 billion, with brands expected to spend up to 15 billion USD more on influencer strategies throughout 2022. In comparison, the Metaverse is set to become an $800 billion industry by 2024. Now, these are a lot of figures to digest, but just how do you get your slice of the pie and claim some of that money for yourself? 

Metaverse Influencer Marketing Tip #1: Brand Collaborations

Metaverse influencer marketing will take on a whole new form in the shape of new and improved collaborations. Brands and influencers will now be able to partner up to create fully immersive 3D experiences for their audiences. Fitness influencers could look to hosting a virtual workout in which their followers will be able to gain access and join in alongside them. This could be a successful way of increasing engagement with a brand new activewear line that the influencer has just launched. Food influencers may want to host a virtual cooking class upon the release of their new recipe book. In the Metaverse the ideas are endless and, more importantly, incredibly engaging; increasing reach and ROI. 

Metaverse Influencer Marketing Tip #2: New Monetisation Structures

You’ve set up your immersive experience with your chosen influencer and your audience is raring to go, but it’s free for anyone to enter the metaverse so how will you ensure that you make money from their visit to your event? NFTs (Non-fungible tokens) are tokens that users can purchase, sometimes in the form of tickets, in order to gain access to an event in the metaverse. This is what generates revenue for both brands and influencers, upholds a brand’s image and makes customers feel even more included in such an exclusive experience.

Metaverse Influencer Marketing Tip #3: Virtual Influencers 

While the Metaverse will re-shape marketing strategies for influencers in the real world, it will also see the rise of a new type of influencer entirely: an artificially intelligent one. 

We know what you’re thinking. 80s sci-fi movies have probably lulled you into thinking that robots are already taking jobs away from humans. However, think of it as a new co-existence rather than a takeover. Virtual influencers are computer-generated avatars whose systems are programmed to behave like human beings with likes, dislikes and opinions. After gaining a loyal following, these artificial influencers are sought out by brands to be the face of their latest campaign and these are often the campaigns that prove to be the most successful. 

Virtual influencers have existed since 2016 with popular influencer Lil Miquela being presented to the world in this year. With 3 million Instagram followers, Lil Miquela has partnered with brands such as Calvin Klein and Samsung and has become a worldwide phenomenon. Brands have even commissioned tech companies to create virtual avatars for them specifically for marketing campaigns. The first ever digital supermodel was Shudu, created for Balmain in 2018 and she now has 233K followers on Instagram. 

The attraction to artificial influencers is largely based on the level of creative control that brands are allowed to have when partnering with them on a campaign. As long as the influencer’s image is upheld, the brand is allowed to run with whichever terms and conditions they wish; ultimately setting themselves up for success. Having a digital brand ambassador automatically begins the crafting of a strong digital presence in the virtual world, putting them two steps ahead of their competitors. Remember, though we cannot interact with these artificial influencers in the real world, in the Metaverse this is possible; creating a truly unique experience for customers. 

In some ways Metaverse influencer marketing can be likened to regular influencer marketing, but in a virtual reality. However, the crossover isn’t as simple as that. The Metaverse offers a multitude of new campaign strategies that just aren’t feasible in the real world. As you are aware, keeping yourself up to date with current trends and updating your business strategies to remain relevant is vital to ensuring longevity. Expanding over into the Metaverse could be the key to your success. 

FAQ’s


What does the metaverse mean for marketing/marketers?

Metaverse influencer marketing is an effective way to stay up to date with a rapidly changing industry. Benefits include; 

  1. New and fully immersive brand collaborations/experiences
  2. New monetisation structures
  3. Virtual influencers for business growth and an increase in ROI. 

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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Social Media Updates: June 2022

June 30th, 2022 by

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

TikTok Updates

TikTok launches Attribution Manager

TikTok’s new Attribution Manager allows advertisers control the click-through attribution window for campaigns ranging from one day to 28 days. When enabled, advertisers can change the view-through attribution window for campaigns lasting up to seven days.

Tiktok Manager

TikTok’s default attribution shows seven-day click and one-day view data based on responses from the TikTok Pixel and the Events API. 

Customisable attribution windows give advertisers flexibility when measuring campaign results, depending on the brand and campaign type.

TikTok users can flag deceptive ads

TikToker users will soon be able to flag undisclosed and deceptive ads. Following an agreement with the European Commission, users will now have the power to report undisclosed branded content and flag deceptive ads. 

The new agreement also prohibits the promotion of alcohol, cigarettes and ‘get rich quick’ schemes. Paid ads will be identified with a new label, and TikTok will encourage users publishing branded content to switch a toggle to inform users of its promotional status. 

TikTok launches Avatars

TikTok has launched avatars that users can  customise to become virtual representations of themselves. Users can create their avatar in the Effects section in the TikTok camera. 

Similarly to Apple’s Memoji, TikTok avatars mimic the motions of users when recording a message. Users can include Avatar stickers as overlays on their TikToks. 

Tiktok Avtars

As the metaverse looms, digital avatars are set to become the main way we interact with others in the virtual world. Avatars are a fun way for users to express their personality online. Brands are already securing partnerships with platforms to market avatar versions of apparel and accessories that fans can buy in the real world or in-app.

Instagram Updates

Post Reels through third-party apps

Brands and marketers will soon have more posting options for Instagram Reels as Meta announces it is launching irs Reels API for external use. 

API access allows platforms such as Hootsuite and Sprout Social to provide cross-platform posting and analytics within a single dashboard. This makes it significantly easier for brands and marketers to keep track of social posts and schedules in a central location. 

The new API will support content scheduling, insights, moderation, hashtag search and more within the Reels element.

Instagram has begun the rollout of the new processes to 25R of Instagram accounts today, but it will be fully accessible from July 6th. 

Instagram tests new AR elements & NFT features 

Instagram is testing new AR stickers and text within Stories, which will allow users to place 3D objects into real world scenes. The new range of AR elements will add animated, digital objects that you can overlay on your physical space. 

Instagram tests new AR elements & NFT features 

Instagram is also looking to incorporate another AR element with its new NFT display options, including a ‘See in AR’ feature. Users will be able to display any 2D NFTs they own anywhere they want using mobile AR. 

instagram ar

These initial AR elements will ideally bring in a new level of engagement with digital items, helping usher in Meta’s broader metaverse experiences. 

Improvements to blocking feature

Safety on Instagram is a frequently discussed topic. Instagram’s latest improvement to its blocking feature allows users to prevent accounts (and other associated accounts) from finding their profiles at all, and messaging them. 

Improvements to blocking feature

Twitter Updates

Twitter launches “Notes”

Twitter has launched a new ‘Notes’ feature, which provides a simple, integrated way to attach longer text elements to your tweets. 

The Notes UI is relatively basic, featuring all the typical elements of a blog post composer, including header images, the ability to insert images and links within text and a streamlined option to add in tweets. 

Once published, the Note will appear as a Twitter card that users can click on to be taken through to the full text. Notes users are limited to 100 characters for the Twitter card, but have up to 2,500 words within their Note. 

Unlike tweets, Note writers will be able to edit their notes after they’ve been published, with an ‘Edited’ label added to the top of the Note.

Finally, notes will also have unique URLs which people can navigate to from outside of the Twitter platform, ‘whether or not they are logged in to Twitter, and even if they do not have a Twitter account’.

Twitter launches Campaign Planner

Twitter has announced the launch of its new Campaign Planner platform that will assist Twitter ads strategies. 

Twitter launches Campaign Planner

Campaign Planner enables Twitter advertisers to forecast their campaign results before launching them on the platform, through a range of estimation tools based on your entered variables. The platform can forecast reach, impressions, average frequency, and CPM, while also providing insights on budget requirements, and expected results, based on Twitter’s database.

If you’re happy with the prediction, you can launch your ad campaign directly from the platform. 

Twitter promotes Spaces usage

Continuing to play into the audio trend, Twitter has added new ways to promote Spaces usage on the platform, including new Spaces buttons within tweet composer and retweet flow. 

The new Spaces button in the tweet composer will enable users to launch a Spaces broadcast instead of tweeting their thoughts, potentially initiating more topical discussions within the app. In addition to this, Twitter is also testina way for hosts to share Spaces via the retweet menu to provide context to audio chats. 

Twitter promotes Spaces usage

The new options create a more streamlined avenue to Spaces discussions, which could help people consider creating their own Spaces. 

Twitter rolls out Branded likes to all advertisers 

Twitter has announced that it will be offering its Branded Likes ad option to all advertisers, allowing brands to create custom Like animations for their tweets to help improve engagement in the app. 

While it will be difficult to measure the increased engagement of the tweet and the impact of a Branded like, the promotion could improve ad recall and resonance for your messaging. 

Branded Likes will be available as an ad option to all advertisers in the US, UK and Japan. 

YouTube Updates

Shoppable shorts

YouTube has introduced a new commerce feature: shoppable shorts. The new feature launched in a tie-up with Glossier; the beauty brand launched a new eyeliner in a three-week Shoppable Shorts Challenge. The shoppable Shorts function is not yet live in the UK. For UK consumers, Glossier has partnered with four local influencers who will help promote the eyeliner with private shoppable links.

LinkedIn updates

Simplified shares 

LikedIn has rolled out a simplified reshare to provide more engagement options to users. When selecting the Share prompt, users can now tap a Reshare option, which allows them to share the post without adding a comment.

Simplified shares

The update will help streamline engagement by reducing the need for users to add their own commentary for every reshare. 

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

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

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Posted in Social Media Marketing News

TikTok: Your New Travel Guide

June 22nd, 2022 by

Summer is finally here. As we prepare for a summer with limited COVID restrictions, people are looking for exciting adventures in new locations. However, instead of crawling through thousands of search engine pages, many are turning to TikTok. 

TikTok has long been recognised as a key platform for users to discover and learn about almost anything. Travel accounts on TikTok grew to popularity towards the end of the first lockdown restrictions, where international travel wasn’t yet allowed, but people could take stayscations and explore their own countries more. From there, travel content on TikTok has flown to new heights, with many users posting flight and travel hacks, dream travel locations, local tours, and hidden gems. 

TikTok is a social platform that rose to popularity due to its uncut and authentic nature. TikTok’s authenticity has resulted in the platform becoming a culture-hub, where people share their experiences, rituals and celebrations. When inserting this authenticity into a travel context, TikTok users are able to discover (or share) new destinations in a completely transparent way. 

TikTok offers the travel industry a new channel to be unfiltered and will be playing a huge part in getting people to travel again. The platform offers itself well to tell authentic and engaging stories in a digestible way. This is a big opportunity for the travel industry because it has to portray itself as a model of responsible tourism, thereby encouraging travellers to be responsible too. 

As we have entered a time where consumers are considerably more conscious, responsible tourism is going to be incredibly important. The travel industry needs to realise that TikTok is a natural partner that can maximise the potential for brands to thrive in the online space. 

While TikTok has a very wide user base of all ages, the majority of users are under 35. This means the travel industry has the chance to target the new generations of travellers and holidaymakers. The new generation of travellers are excited to see the world, but want a unique experience compared to what’s been offered before. Younger generations want to be immersed into a cultural experience, not just look in from the outside; TikTok can help travel brands achieve this. 

Younger generations are tired of the glossy-magazine aesthetic that has been popular for decades. TikTok offers travel brands the opportunity to step away from this and marketing their products, destinations and services in a new, relevant and unfiltered way.

The move to consumers using TikTok as a travel guide isn’t entirely surprising. Social media users have gradually been using social platforms as discovery and research tools more frequently over the past few years. What is surprising, however, is the sheer volume of people using TikTok for travel ideas. 

The official TikTok hashtag for travel (#TikTokTravel) has over 30 billion views by itself. This isn’t even including the other travel hashtags, such as #travel, #traveltok or #traveltiktok, which also have billions of views. 

There are travel TikToks for almost every destination imaginable, and they really do inspire people to get out there. 

While some travel brands have taken TikTok under their wings and are flying high on the platform (Ryanair, we’re looking at you), there is still an underwhelming amount of travel brands active on the platform. If you’re a travel brand targeting anyone under the age of 55, Costa del TikTok should be your go-to destination. 

If you’re interested in hearing more about how TikTok can help the travel industry, our very own Head of Strategy, Lloyd Williams, will be hosting a talk at the TravelTech Show in London on 29 June at 3PM. It’ll definitely be a talk you don’t want to miss!

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, 10th June 2022

June 10th, 2022 by

A social special! YouTube Shorts are shoppable and creators predict the future, TikTok overtakes YouTube and Instagram pins posts and hides followers. 

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. YouTube debuts shoppable Shorts

YouTube debuts shoppable Shorts

YouTube has introduced a new commerce feature: shoppable shorts. The new feature launched in a tie-up with Glossier. Glossier launched a new eyeliner in a three-week Shoppable Shorts Challenge. The shoppable Shorts function is not yet live in the UK. For UK consumers, Glossier has partnered with four local influencers who will help promote the eyeliner with private shoppable links. (Via The Drum)  

2. Instagram experiments hiding followers 

Instagram is reportedly testing a new update that will hide the number of followers a user has. The update was uncovered by Alessandro Paluzzi on Twitter, and the news was met with mixed reviews. While some understood that hidden follower counts would make some users feel less pressure on the platform (in a similar way to hidden likes), others weren’t convinced and said the platform was becoming less transparent. (Via Digital Information World)

3. TikTok usage trumps YouTube

TikTok usage trumps YouTube

TikTok has finally surpassed YouTube in terms of the number of minutes users spend on the app. Adult users now spend around 45.8 minutes a day on TikTok which has allowed it to just surpass YouTube’s 45.6 minute average. While TikTok and YouTube are the clear winners in a neck and neck race, the surprise entry at number three is Twitter, where users spend about 34.8 minutes per day. (Via Digital Information World)

4. YouTube launches custom tarot card experience

YouTube launches custom tarot card experience

YouTube has announced a new, customised tarot card reading experience that uses popular YouTubers as characters on its tarot card displays. The tarot community on YouTube has grown significantly, and in the last two years videos with “tarot” in the title were viewed more than 250 million times in the US. (Via Social Media Today

5. Instagram launches pinned posts

Instagram launches pinned posts

Instagram users can now pin three posts or Reels to the top of their profile grids. Pinned posts have been in the works since the beginning of the year, but they have only just been released to all users. The new feature could potentially offer influencers new brand partnership opportunities, as content featured at the top of a profile grid will have a longer lifespan. (Via The Verge)

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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