Social Media Influencer Marketing for Beginners

May 4th, 2022 by

Social media influencer marketing, or branded creator content, is a set way to expand your brands reach and social influence. Social media influencer marketing is a huge and growing industry, with many large brands successfully including social media influencer marketing in their marketing strategy. Social media influencer advertising is an easy and effective way to reach a targeted audience , with 86% of women using social media to look for purchasing advice and 49% of consumers taking into account influencer recommendations when making purchase decisions. Social media influencer marketing needs to be tailored to your brand, however, with research it can have large impacts on your brand’s success.

Firstly, social influencer marketing is collaborating with influencers on social media to promote a brand or product, similar to celebrity endorsement. Social influencers with niche and targeted audiences can add value to brands, as they can be used to target dedicated and engaged groups of people to promote your brand’s product or services. More than two-thirds of US brands will use some form of with the figure expected to increase to 72.5% in 2022.

The first step to social media influencer marketing is selecting the right social media influencer platform for your brand. Instagram influencer marketing remains the most popular platform for social influencer marketing. 93% of US marketers plan to use instagram for influencer campaigns in 2021. In addition to Instagram, marketers have begun using TikTok for influencer marketing. In 2019 only 16% of US marketers planned to use TikTok for influencer campaigns, however, 68% of marketers plan to use the

app as part of their strategy in 2021. Facebook influencer marketing and Twitter influencer marketing can also be used, however they are less popular platforms. 

There are several types of influencer brands can use for their  social media influencer marketing. Nano influencers are creators with 10,000 followers or less. Micro influencers have 10,000 to 100,000 followers. Macro influencers have around 100,000 to 1 million followers, while mega influencers are top social media influencers, with 1 million followers or more. Each size of influencer has benefits and selecting the correct influencers for your brand will depend on your brand’s goals for the campaign. Smallest influencers tend to have higher engagement rates and engaged audiences, while larger influencers have a wider reach and more credibility. The cost of social media influencer marketing depends on the size of the influencer. Nano influencers may create branded content on a gifted basis, however, larger influencers require a campaign budget.

It is also important to determine your brand’s goals for your social media influencer marketing. Social Agency can also help your brand find a strategy which works for you, as well as assist your social media community management. Measurable goals for a campaign should be set so the success of the campaign can be tracked and recorded. A campaign to drive sales and drive reach will use different influencers and tactics. Your influencer marketing strategy should also fit within your brand’s wider marketing strategy.

Defining your audience for the campaign is a key step to social media influencer marketing. 

Developing audience personas within your target market is a way of understanding who you are trying to reach. Once your target audience and consumer persona has been identified, influencers should be selected who align with this in order to effectively reach your target. 

There are three Rs to keep in mind when hunting for influencers for your social media influencer marketing; relevance, reach, resonance. Relevant influencers will share content which aligns with your business and industry and have a target audience which aligns with your target audience persona. Reach is the number of people you could potentially reach through your chosen influencer. Finally, resonance is the potential level of engagement the influencer can create with an audience relevant to your brand.

When deciding what influencers to work with, you need to compile a short list. When finding influencers, engagement is a key metric to consider. The engagement of an influencer demonstrates if their audience is engaged with the content and trusts and respects the influencer. A strong engagement rate also demonstrates their audience is loyal. It is important to look for views, likes, positive comments and shares from the audience you are aiming to reach. In addition, the tone of voice of the influencer must match that of your brand in order to represent your brand effectively. The tone of voice should be appropriate and matched to ensure the collaboration is seen as authentic by the audience’s following and your consumers.

Once the influencers have been selected, reach out to them personally and privately and then collaborate with them to create a content strategy to ensure content is authentic and will work for their audience and pick up on social media trends. Once the content is approved and posted, the results of the campaign should be tracked. You are able to track the likes and comments of the content, link clicks, and sentiment to analyze if your social media influencer marketing was successful. When done correctly, the impact of social media on business can be large and successful.

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

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Posted in Social Media Marketing News

Social Media Updates, April 2022

April 28th, 2022 by

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

Instagram Updates

Instagram algorithm will prioritise original content

Instagram is working on ways to prioritise original content over reposted content in order to attribute more credit to creators (content edited in a third party app before being uploaded to Instagram won’t be affected by the change).

The algorithm will rely on factors such as people shown in videos and whether the video has been replicated across the app to determine whether the content is original.

All US users can tag products

All US Instagram users with public accounts can tag products in their Instagram posts, something previously restricted to creator or business accounts. This feature expands product visibility through organic, non-sponsored posts. 

Instagram Updates

Viewers of the post can click through to the products tagged and make a purchase through Instagram Shop.

Instagram tests Reels templates

Instagram is testing a new ‘Templates’ feature with certain Reels creators, enabling users to replicate the format of a Reels clip that they’ve seen in their own content.

Reels templates enable creators to use any Reel as a template, creating a framework of clips that aligns with the timestamps of that Reel. Creators can then insert new clips into these fram markers, allowing them to copy the format of the Reel.

Instagram trials full-screen Reels promos

Instagram is testing another way to boost interest in Reels content, with full-screen Reels promo tabs in the main feed.

Instagram Reel promos

The new approach highlights multiple Reels within a single frame; users can then tap on any Reels thumbnail to switch to the Reels feed, or tap on the ‘Watch Reels’ CTA at the bottom.

Instagram is testing new Reels monetisation

Instagram is working on a new program that would enable creators to have overlay ads appear on their Reels clips. After completing a sign-up process, Reels creators can include ads in their clips without them having to do any extra work—brands would be able to view eligible clips, then insert ads if they choose.

Instagram launches fundraisers in Reels

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

Instagram fundraisers in Reels

Twitter Updates

Twitter has had quite the month… If you’re interested in the “Will They, Won’t They” with Elon Musk, check out our blog here.

Twitter’s edit button is coming

Twitter’s most-demanded feature is finally coming… and we have an insight into what the Edit button will look like. Twitter’s Edit button will reportedly let users edit their tweets up to an hour after being posted. The feature will be accessible by tapping the three dots at the top right of a tweet.

To minimise the risk of altering public conversations, there will be an edit history linked to any edited tweets—although this is yet to be confirmed by Twitter itself.

Twitter bans climate change denial in ads

Rather ceremoniously on Earth Day, Twitter announced that it will ban all ads that make claims that contradict scientific consensus on climate change and its impacts. Anti-climate change ads will be banned under its inappropriate content policy, while its approach in determining what is and is not correct will be informed by authoritative sources.

Twitter climate change ads

Twitter is testing a closed caption button

Twitter is making it easier to utilise closed captions with the addition of a new ‘CC’ button on videos where captions are available. The new feature will make Twitter videos more accessible to users who are hard of hearing, and those who are in a position where they cannot listen to a video outloud.

Twitter creators can now be paid in cryptocurrency

With payment platform Stripe, Twitter is trialling a new payment method that sees its creators receive payouts in cryptocurrency. Creators who earn money through monetization features on Twitter (Ticketed Spaces, Super Follow and Newsletters) can now get their earnings in USD Coin (USDC)—a “stablecoin” cryptocurrency tied to the US dollar.

Crypto payouts will occur over the Polygon network, a blockchain tied to Ethereum that allows for faster and more efficient transactions. After receiving their funds, users can choose to store their earnings in Polygon or exchange it for another currency. Stripe also says it hopes to support crypto payouts in over 120 countries by the end of this year.

TikTok updates

TikTok launches Interactive Add-Ons for ads

TikTok is adding a range of new ways to encourage engagement with your in-stream ads, with new Interactive Add-Ons.

The additions are categorised into ‘Premium’ and ‘Standard’ add-ons, which doesn’t relate to ad spend tiers, but your specific aims. Standard add-ons offer a way to reach lower-funnel marketing goals, like driving clicks and conversions. Premium add-ons offer a way to reach upper-funnel goals, like brand awareness and community building.

 TikTok has launches Creative Agency Partnership (CAP) University

To help agencies become TikTok experts, TikTok has launched a programme designed specifically for creative agencies. Across five weeks, marketers and freelance creatives can become TikTok strategy experts by attending five live webinars.

TikTok launches CAP

Subjects covered include TikTok baseline knowledge, creative best practice, trend awareness and creator collaboration.

TikTok has added an audio-first listening option for livestreams

TikTok’s background player function allows users to tune in to livestreams as though they were listening to a podcast or music. Whilst tuning in to a TikTok LIVE, users can navigate to the menu and select Background Player. Users can keep the livestream playing in a floating window or as audio-only when they exit the app.

TikTok's audio first listning option

LinkedIn Updates

LinkedIn adds new profile links

LinkedIn has added a new option to showcase a link on your profile; users can now add in a website link that will be displayed below their user name and description.

The feature is a great way to spark more click-throughs from LinkedIn, while also offering new potential for promotion—for free—via the app’s organic display options.

Pinterest Updates

Pinterest’s ecommerce extension converts your products into shoppable Pins

Pinterest announced a partnership with ecommerce platform WooCommerce, allowing merchants to make their entire product catalogue shoppable on the platform. Once you’ve installed the WooCommerce extension, your product catalogue uploads to Pinterest. Shoppable Pins will show up in user’s feeds as they browse in-app.

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Posted in Social Media Marketing News, Social Media Platforms, Social Trends

Weekly Marketing News, 8th April 2022

April 11th, 2022 by

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

What is this?

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

PLATFORM NEWS

1. Twitter works on an edit button

Twitter works on an edit button

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

2. Shopify launches “link in bio” tool

Shopify launches “link in bio” tool

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

METAVERSE NEWS

3. The ethical concerns of Meta’s metaverse 

The ethical concerns of Meta’s metaverse

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

ADVERTISING NEWS 

4. New rules on gambling adverts

New rules on gambling adverts

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

WORK WE LIKE

5. Minecraft educates on climate change

Minecraft educates on climate change

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

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Posted in Marketing News, News, Social Media Marketing News

How to Build a Social Media Sales Funnel

February 25th, 2022 by

The benefits of social media are incredible and there are thousands of strategies you can use to build your social media marketing strategy. These strategies can help you with social media community management, content ideas for social media videos, build social media engagement and create amazing creative campaigns. 

However, when using social media to build a customer journey that takes those just discovering your brand to loyal customers and brand advocates, there tends to be a gap. We’ve broken down how you can build a social media marketing funnel to ensure you understand how social media fits into your overall sales strategy. 

What is a social media funnel? 

A social media funnel, or social media sales funnel, is a path your customers follow from the initial discovery phase, through to the purchasing stage, and funnelling out to repeat customers and brand advocates. 

A social media funnel will help you discover the steps required for your company to influence consumers at the different purchasing stages. Each industry has its own phases of a social media funnel, but there is still a basic framework to a customer journey that results in sales and long-term brand advocacy and loyalty. Setting up a social media funnel can be tricky, so working with a social agency can help you get started. 

A social media sales funnel is a five-step process that begins with attracting leads and ends with converting them into brand advocates. 

Awareness

The first step in the funnel is to raise awareness and attract leads by publishing engaging content that will capture their attention. You need to publish content that will make them want to learn more about your brand or product.

Show the value of your business through content, such as blogs, videos, guides and webinars; answer the questions your audience is searching for will bring potential leads to your website, where you’ll have the opportunity to build more awareness and trust. 

Consideration

The second step is consideration—you want to stand out from your competition to make sure consumers remember you, and the best way to do that is to be different from everyone else.

Here, you need to provide more detailed information to guide potential customers into the action phase. Providing potential customers with the right information such as case studies or webinars can help build more trust during this phase.

Action

The third step is action; you want to convert leads into customers by providing them with valuable information and offering them incentives to buy. You need to provide your audience with the information they need to make a purchase and give them a reason to buy from you.

You can gently nudge your customers to take the leap and make a purchase by offering incentives like a new customer discount or free shipping; about 67% of consumers said they would most likely engage with discounts or offers. 

Engagement

The fourth step is engagement. You want to retain customers by providing them with excellent customer service and continuing to provide them with valuable content. You need to make sure your customers are happy with their purchase and give them a reason to come back to your brand.

Stay connected with your customers and make them feel like they are a part of your brand community online. To do this, create social media content that supports them based on the purchase they made—you can make a branded hashtag that customers can share user generated content to. 

Advocacy 

The final step is advocacy. You need to continue to build customer trust with your audience to create long-lasting relationships. When customers are happy with your product, they’ll be more likely to advocate for your brand on social media.

Continue to nurture the relationships and turn your customers from fans to brand ambassadors who will organically influence their friends and family to trust your brand as well. Make sure you continue to publish valuable content to nurture existing customer relationships. 

If you follow these tips, you’ll be able to create a social media funnel for your business that will help you attract leads and convert them into customers.

FAQs

What is the first phase of the social media funnel?

The first phase of the social media funnel is awareness. This is where consumers first discover your brand, products or services. To raise awareness, you need to be publishing engaging and valuable content that captures your target audience’s attention. 

How do you build a social media sales funnel that sells?

To create a social media sales funnel that works, make sure you follow the 5-step process:

  1. Build awareness
  2. Encourage consideration
  3. Encourage action
  4. Nurture engagement
  5. Create brand advocates

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

Social Media Updates, February 2022

February 24th, 2022 by

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

Facebook Updates

Facebook Reels 

Facebook Reels is now available to Facebook users in over 150 countries, after a launch in the US last October. Reels on Facebook has similar functionalities to Instagram Reels including Remix, recommended Reels, sharing Reels to Facebook Stories and video clipping tools. 

Facebook Reels monetisation options will roll out to countries in the coming weeks, and will include overlay and full-screen immersive ads, Stars and an expanded Reels Play bonus programme. 

Facebook Reels can be found in Feed, Groups and Watch. 

facebook reels

Instagram Updates

90 second Reels 

Instagram is working on extending the maximum duration of Reels videos to 90 seconds, as per reputable tipster and reverse engineer Alessandro Paluzzi’s recent Twitter post. This is most likely to replace the current 60-second limit for Reels.

“Live Banner” feature

Adam Mosseri, has announced a new “Live Banner” feature. This new feature would provide users with an option to schedule their live streams. This schedule will pop up on the user’s profile as a badge which would have a list of all of their upcoming live streams. Users will be able to create a schedule for future live streams as well.

live banner

Likes to Stories

The new feature allows users to engage with creators and friends without having to start a conversation. Users can like Stories by tapping a new heart icon at the bottom of the Stories view within the app. Story likes are not public; creators will be able to view their Story likes in their Story insights, with a small heart icon added next to the viewers’ name in the view listing.

like to stories

TikTok Updates

Brand Safety Center 

TikTok has announced the launch of a new Brand Safety Center, which will act as a reference point for its various brand safety resources and guides. The new Center provides links to various resources and reports, including TikTok’s transparency updates, its platform rules, and an overview of its key pillars for brand safety. 

In addition, the platform is testing diversified content recommendation models for the For You page so users won’t see an excess of potentially harmful content.

Brand safety centre

YouTube updates

NFT Integration 

YouTube is launching new creator tools to expand monetization, including allowing creators to sell content as NFTs so fans can “own” videos. The new monetization method is being introduced to help creators build deeper relationships with their fans, and allow new collaborations in ways that weren’t possible before. 

Creator-made NFT membership tokens would allow loyal followers exclusive access to their favourite creators in enhanced ways, such as meet and greets, product feedback loops or bonus content. 

YouTube is also working on its own metaverse projects, highlighting gaming as the first priority for virtual immersive experiences.

youtube nft

Shorts shopping integration

YouTube is planning many upgrades to its Shorts features in the coming year, namely new ways for creators to monetise Shorts, including expanding avenues for branded content, bringing Super Chat to Shorts, and eventually, enabling the ability to shop from a Short.

Snapchat Updates

Snap Map Events

Snapchat’s Ticketmatcher (created in partnership with Ticketmaster) feature connects users across 20 countries to local events and concerts in their neighbourhoods. Snapchat users can browse Ticketmaster’s catalogue of upcoming events (including comedy, concerts and sports events) by entering their Snap Map. The Ticketmatcher feature supports in-app ticket purchases, and users can invite their friends to join them through Snapchat stickers. 

Snap Map Events

Mid-roll Story ads

Creators on Snapchat can now enable mid-roll ads within their Stories, and will receive a share of the revenue generated from the ads shown within their public Stories. The ad revenue is calculated considering a few factors, including posting frequency and audience engagement. Mid-roll ads are being tested with select US creators and Snap Stars, but the feature will roll out later in the year. 

For advertisers, mid-roll Story ads are high-value ad placements that enable them to reach an established creator audience with interests aligning that of their target demographic.

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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Weekly Marketing News, 4th February 2022

February 4th, 2022 by

Instagram tests 90 second Reels and Live Banners, a new social platform centres empowerment, book sales thrive thanks to TikTok, Fashion Week makes the Metaverse, influencer marketing evolves and advertising in our dreams. 

What is this?

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

PLATFORM NEWS

1. Instagram tests 90 second Reels 

Instagram is seemingly working on extending the maximum duration of Reels videos to 90 seconds, as per reputable tipster and reverse engineer Alessandro Paluzzi’s recent Twitter post. This is most likely to replace the current 60-second limit for Reels. (Via Beebom)

2. Instagram launches “Live Banner” feature

Instagram launches “Live Banner” feature

Adam Mosseri, has announced a new “Live Banner” feature. This new feature would provide users with an option to schedule their live streams. This schedule will pop up on the user’s profile as a badge which would have a list of all of their upcoming live streams. Users will be able to create a schedule for future live streams as well. (Via Digital Information World)

3. Sunroom: The social app for empowerment

Sunroom The social app for empowerment

Sunroom, founded by alums of Hinge and Bumble, is a creator platform centred around empowering female and non-binary creators—and helping them get paid. Sunroom takes the premium monetization model of something like Patreon or OnlyFans and blends it with a social feed, run through a generously Gen Z design filter. Sunroom is designed to provide an alternative to traditional social media apps, one that empowers people who are tired of seeing their content devalued and censored elsewhere. (Via TechCrunch)

4. The success of BookTok

The success of BookTok

Book sales are up, and we have TikTok to thank. BookTok is an online niche community on TikTok, where readers congregate to post thousands of videos about any and all books. The popularity of the community has led to books that were published years ago re-ranking in the 2021 bestselling books. (Via TubeFilter)

METAVERSE NEWS 

5. Fashion week in the Metaverse is coming

Fashion week in the Metaverse is coming

Metaverse platform Decentraland is hosting its first Metaverse Fashion Week starting 24 March, with dozens of global brands and thousands of visitors able to virtually experience fashion shows, attend live music sessions at branded after parties, and buy and wear digital clothing directly from catwalk avatars. Virtual avatars will be walking the runways—some wearing items that will be shoppable and wearable for visitors. (Via Vogue Business)

ADVERTISING NEWS

6. Influencer marketing grows up in 2022

Influencer marketing grows up in 2022

With more adspend on digital, greater regulation, social and live commerce, and deeper levels of consumer engagement—2022 could be the year the influencer industry grows up. Creator-driven platforms like TikTok are helping influencers to take control of their own content and careers, driven by invested audiences that, of course, want to follow them rather than the brand they represent. (Via Econsultancy

7. Do we see ads in our dreams?\

Do we see ads in our dreams

Plushbeds conducted an online survey and found that as many as 7 out of 10 people have had a dream about a brand or a product. In most of the dreams, the person saw themselves either shopping in person or shopping online. Most others saw themselves using a product, and the rest merely saw an advertisement. The top brand seen in dreams is Apple, followed by Nike. On the flip side, the top brand seen in nightmares is Playboy. (Via Plushbeds

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Posted in Industry Trends, Influencer News, Social Media Marketing News

The Impact Social Media Paid Subscriptions Have on Influencer Partnerships

February 3rd, 2022 by

A recent trend we have seen from various social media platforms is the introduction of paid subscriptions. This is where creators and influencers can offer fans and followers exclusive features and subscriber-only content for a monthly fee. 

A number of platforms have had fan subscriptions available for a while, but others have just joined the game. 

Instagram recently announced it is testing fan subscriptions with a selection of ten influencers. Instagram users in the US can subscribe to these creators and access exclusive content and features, including a purple badge by their username that informs the creator of their subscriber status. Creators can decide the price range of their monthly subscriptions, and have the offer of between $0.99 to $99.99. 

paid promotion

TikTok has also revealed it is currently testing support for creator subscriptions. The new feature will allow creators to charge fans and followers for access to subscriber-only content on the platform, though TikTok is yet to confirm when it will roll out to creators, who is currently testing it, or what the pay structure will look like. Adding in a paid subscription feature is the next step from TikTok’s current offering of tips—where fans can send creators money through their profiles. 

Even Twitter has its own version of a fan subscription: the “Super Follow”. The Super Follow enables Twitter users with more than 10k followers to set a monthly subscription fee (up to $9.99) to monetize exclusive content for their most engaged followers in the app. Twitter also offers profile tipping and ticketed Spaces as creator monetization features. 

twitter super folllow

Given these additional monetisation channels offered by platforms, it begs the question: does this impact an influencer’s appetite for brand partnerships?  

The concept of creator subscriptions isn’t new; since 2013, Patreon has offered creators financial tools to allow subscribers to support them and offer a semi-predictable income stream, in return for exclusive content. 

Patreon’s popularity primarily comes from its flexible, tiered subscriptions. Fans are able to choose the level of content they want access to—for basic access, fans can pay as little as £1, and more dedicated fans can pay upwards of £20 a month. This flexible feature is something social platforms have implemented into their own subscription features. 

The new streams of income for influencers pose a threat to the ‘traditional’ stream of income for influencers: brand partnerships. Considering influencers with subscriptions can drive their own income, they may become less willing to participate in brand partnerships and publish ads or sponsored content to an already-paying audience. 

However, it could also be a blessing for brands. Influencers may be more conscious of the quality of content they are providing their audience with, so any brands they decide to work with will result in stronger relationships and higher quality content. The additional consideration of the content published will also mean influencers may be seeking long-term partnerships with brands, rather than the one-off post. Having a long-term ambassadorship with a brand that is authentic to their lifestyle still offers audiences genuine, honest content. 

In addition, most platforms offering subscriptions take a portion of the subscription fees, so creators don’t have access to the whole amount. This means creators relying on cheaper monthly subscriptions likely don’t have enough of an income to consider refusing brand partnerships. 

Partnering with brands also offers influencers a higher level of social media “clout”. When working with a luxury brand, influencers are able to piggyback off the brand’s reputation and following. Loyal fans of the brand will check out an influencer’s profile and if they enjoy the content, will follow and engage with the influencer, boosting their appeal for brand partnerships. 

So, although paid subscriptions do offer influencers an additional income stream, they don’t erase the appeal for influencer brand partnerships. Brand partnerships offer influencers more than a nice paycheck—partnerships increase exposure, improve reputations and long-term relationships add a layer of authenticity to content published. 

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The Most Effective Types of Social Media Marketing in 2022

January 27th, 2022 by

It’s safe to say that the various types of social media marketing available can be overwhelming. With so many platforms, demographics and media formats to consider, finding the basis for a social media marketing strategy can be tough. 

When each social platform offered its own unique media formats, it was much easier to decide which platform would most benefit your brand. However, since they have all begun offering similar experiences, brands need to consider exactly how users of each platform interact with content, and which platforms are favoured. 

We have grouped together the different types of social media marketing available on platforms to help you define which types of social media marketing posts and the types of social media marketing campaigns that will ensure your success. 

Types of social media marketing

Social audio platforms

The types of social media marketing services available on Clubhouse, Twitter Spaces and Spotify offer live conversations on specific topics. 

Social audio platforms thrived during various COVID lockdowns, where people at home were unable to speak to others regularly in real life. The main advantage for brands using audio platforms and services is the high attention and engagement received from listeners. 

Using these platforms allows you to host engaging conversations that can build your reputation as a leader within your niche and introduce you to audiences already interested in your industry. 

You can host industry panels, broadcast news and announcements, host Q&As, record interviews and post them as podcasts or build your business’ thought leadership through a mini show. 

Social video platforms 

One of the most engaging types of social marketing is video. Video platforms including TikTok, YouTube, Instagram Stories and Reels, and Facebook Watch offer videos in long and short formats. 

Video platforms are the best for capturing and keeping an audience’s attention, driving brand awareness, and bringing products to life. All video content published should be designed to entertain, educate and inspire your audience; videos made to sell won’t engage your audience.

Shoppable social platforms 

One of the newest types of social media marketing is shoppable platforms. With social commerce growing, many social platforms have begun implementing commerce features. Pinterest Product Pins, Facebook Shops, Instagram Shops, and TikTok are leading the way with in-app purchases. 

Shoppable social platforms allow users to discover, research and purchase from brands directly, all in one space. By taking advantage of mobile-friendly features that allow your audience to purchase from you without having to leave a social media app, you make your audience’s buying journey faster and easier. 

Social live stream platforms 

Live streaming has become increasingly popular over the past couple of years. Twitch, YouTube, Instagram, TikTok and Facebook all offer live streaming capabilities. Live streams can vary from an individual showing themselves and what they’re doing on their screen to professionally organized panels with multiple speakers.

Livestreams offer users the chance to interact with the hosts in real-time, so it’s important to monitor and engage with comments during the stream.

Disappearing content 

Ephemeral content is a great engagement tool for brands. Available on Snapchat, Instagram Stories, Facebook Stories, LinkedIn Stories, and soon to be TikTok Stories, brands can use in-the-moment content to share information or engage audiences for up to 24 hours. 

Ephemeral content allows businesses to show a more personable and human side, with more genuine and less polished content. You can host polls, share teasers and countdowns to product or campaign launches, show behind the scenes content or just share daily updates. 

FAQ’s


What are the types of social media marketing?

We have narrowed down the types of social media marketing to: audio platforms, video platforms, shoppable platforms, live stream platforms and disappearing content. 

What are the three main types of social networking marketing?

The main three ways to network with new audiences is by using audio platforms, video platforms and live stream platforms. 

Which social media is best for marketing?

The social media that is best for marketing depends wholly on the brand and audience. Brands need to consider where their audience is most active, and how they want to be marketed to and engaged with. 

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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How to Create a Social Media Calendar 2022

January 20th, 2022 by

When you’re managing multiple social media accounts, the constant flow of content can be overwhelming. It’s easy to get lost in the everyday demands of running a social media account. While having a responsive social media presence is great, it’s also important to keep a consistent posting schedule of valuable content. This is where a social media calendar comes in handy. 

A social media calendar is a guideline for your posting schedule. It helps you keep the bigger picture of what your audience consistently wants and demands from you on social media. Creating a social media calendar allows you to track and test different social media marketing strategies to see what works best with your audience. It also helps you build a consistent brand tone of voice that your audience can instantly recognise. 

What is a social media calendar?

A social media calendar is an overview of upcoming social media content. A social media planning calendar can be created within a spreadsheet, Google calendar or interactive dashboard. Each piece of content within the social media calendar will typically include the following information: 

  1. The time and date the content will go live
  2. The social platform the content will be published
  3. An active link to any copy or creative assets 
  4. Links and tags to be included in the post
  5. The type of post the content will be (e.g. Instagram Story or feed post)

Depending on the scope of your work, your social media calendar may span different types of social media platforms. You could also have a dedicated section for social media trends and reactive content. 

How to make a social media calendar 

So, what are the main steps to creating an effective social media calendar?

Step one: Audit your social media accounts

The first step is to have a clear understanding of your current social media efforts and positioning. This means you will be able to identify the areas to improve on and discover new opportunities. Auditing your accounts is the key to maximising your ROI and fine-tuning your social media strategy. 

Step two: Identify your key social media channels 

Identifying the social media platforms that are most relevant to your brand and audience is vital. While some social platforms may seem like a good fit for your brand, it’s no use putting effort into a platform that your audience isn’t even on. You need to take time to determine exactly where your target audience is most active and create content specifically for that platform. 

Step three: Identify key metrics and data to track 

When creating a social calendar, it’s important to consistently monitor all relevant data and social metrics. This ensures you are always publishing content that is relevant to your audience and will be helping boost your ROI. So, in addition to tracking all the basic details required to publish your content, you should also monitor more in-depth data and metrics to help your content perform as best as possible.

These include: 

  1. Platform-specific format (e.g. Reels, Story, live stream, shoppable post, grid post etc.)
  2. Geo-targeting (is it for a specific location or global?)
  3. Value (is the post an evergreen piece that can be reused, is it a filler post, or can it be repurposed into shorter content?)
  4. Paid or organic
  5. The approval status 
  6. Analytics and results (including impressions, engagement, CTR etc.)

Step four: Create a content asset library

Your visual assets need to be stored in a singular drive that all necessary team members can access. The database needs to be large enough to hold big files, accessible from your phone and computer, easily shareable but has secure privacy features, and offers singular links to each asset. 

Setting up your asset folder is almost as important as your social media calendar. The easier and faster you can find specific assets, the better. 

Step five: Create a consistent workflow

Now you have all the required information and assets to post, you can begin pulling together the structure of your social media calendar. 

You need to consider:

  1. How frequently you want to post to each channel
  2. The best time to post to each channel (this is based on your analytics) 
  3. Who needs to approve posts and how long the approval process is
  4. How you brainstorm new ideas for content 
  5. How you will create the content 

 Step six: Create your content

Once you have everything outlined, you can get to the fun part: creating the content. As you work through your calendar, you can make any adjustments as you go. You may need to add more detail or even remove some. This is where you can see if your calendar works for you or not—if it doesn’t, time to get editing. 

FAQs


What is the best social media content calendar?

The best social media content calendar is one that clearly outlines every element of upcoming content. This includes date and time of posting, platforms posting to, captions, creative assets, tags and links to be included and post type. 

Why is a social media calendar important?

A social media calendar is important as it helps brands monitor all past and future content. Having a central location of key content helps brands remain consistent with their posting schedules and tone of voice. It also means brands are able to post a variety of content across a period of time, rather than posting similar content in one go. 

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Social Media Updates, January 2022

January 19th, 2022 by

With a new year comes new social media platform updates. What are the major platform updates you need to be aware of?

Instagram Updates

Instagram tests three new feed options

Instagram has announced it is testing new feed options that allow users to have more control over how posts appear on their feeds. Rather than only offering the algorithmic feed it currently has, Instagram will introduce “Favourites” and “Following” options. 

Instagram tests three new feed options

A “Home” option will continue to show the algorithmic feed. “Favourites” will allow users to curate a list of favourite accounts (similar to how Close Friends Stories work), so users will not miss content made from friends and favourite creators. The “Following” option brings back the much-demanded chronological feed. Content under this feed will be shown in chronological order. 

Instagram plans to launch the new feeds to all Instagram users in the first half of 2022. 

Instagram is developing a customizable grid

Instagram has announced it is testing a new feature that will allow users to edit the appearance of their profile photo grid. 

Instagram is developing a customizable grid

The new ‘Edit Grid’ feature (displayed in profile settings) will allow users to rearrange their profile photo grid to appear how they choose, regardless of when each photo was posted. So, instead of deleting or archiving posts that no longer match your feed aesthetic, you can simply rearrange your feed to your liking. 

Instagram rolls out Statuses

Instagram is currently in the process of rolling out a new ‘profile status’ option to users, which enables them to set a status notification on their profiles that will remain active for 24 hours. 

Instagram rolls out Statuses

The new status option will be displayed in your Direct Messaging tab, beneath your username at the top of the screen, allowing you to choose from different status options to display to your connections. Your selected status is then displayed in both the Direct tab and on your profile.

TikTok Updates

TikTok introduces Repost feature

TikTok has introduced a “Repost” option to users, which allows them to reshare TikToks to their followers.

TikTok introduces Repost feature

Currently listed in the sharing options alongside Save, Duet, Stitch and a user’s recent connections, selecting Repost amplifies the TikTok by sharing it in the Following and For You feeds of a user’s connections. When a clip is reposted, your followers will be able to see that you have reshared it in the video details, alongside any comments you have added to the clip.

Repost allows users to share TikToks to their connections all at once, rather than sharing individually. The repost option is a quick way to increase engagement by amplifying videos between friends.

TikTok tests “invite people to watch” feature

TikTok is testing an “invite people to watch” feature that will help creators bring their contacts to the platform and grow viewer numbers.

TikTok tests “invite people to watch” feature

Creators can invite their connections from third-party apps, including Facebook, Twitter and Whatsapp, to watch their videos and follow them on TikTok. The new feature only allows creators to share one clip at a time and with people they already are connected with.

Twitter Updates 

Twitter tests reaction videos for iOS

Twitter is experimenting with “Tweet Takes” which gives users the ability to respond to Tweets with a photo or video. Offered to selected iOS users, they can tap the Retweet icon, select Quote Tweet with Reaction, and then create their own Tweet Take. 

Twitter introduces NFT profile pictures

Some Twitter users have reported a new feature where they can add an NFT as their Twitter profile picture. If the user has their crypto wallet connected to their Twitter account, they can add an NFT. 

Twitter introduces NFT profile pictures

Users that can add NFTs as their profile pictures also have a new hexagonal format. While other users can have the same image as their profile picture, only the NFT owner will have the hexagonal shape. Profile visitors can tap on the NFT to learn more about its owner and creator. 

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