A Month in Beauty: September 2022

October 4th, 2022 by

Welcome back to another beauty roundup! Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry. 

So, who’s been busy in the beauty world this month?  

Trend spotlight

Fall favourites

As we head into autumn, BeautyTok has begun sharing the makeup looks they’ll be wearing this season. Looks lean into the indie sleaze aesthetic, and further away from the “Clean Girl” look. Users have been sharing their top products to achieve their autumn/winter looks. 

@gabxxrielle Replying to @sam #fallmakeuplook #fallmakeup ♬ original sound – Gabrielle

@daceycash fall makeup look #fallmakeuplook #fallmakeuptutorial #makeuptrend #smokeyeye #makeuptutorial ♬ original sound – Dacey Cash

Spooky season 

With Halloween just around the corner, BeautyTok has already begun creating spooky (and not-so-spooky) Halloween looks. Users typically create their looks to trending sounds, and use creative transitions to make the content engaging. 

@brynnemarieeee First of all, OW???? Ib: @divinamuse ♬ super freaky girl nicki minaj out now – SUPER FRE@KY GIRL OUT NOW !!

@notilirida my 0 skill makeup routine for the 2 ppl that asked, happy friday be good :’-) #grwm #❤️‍🔥 #makeup #indiesleaze #bleachedbrows ♬ original sound – housewife

Moisture mania

The colder months bring dry skin, but TikTok creators have already begun sharing their tips for keeping your skin moisturised throughout autumn and winter. From 20-step skin routines to slugging, SkinTok is prepped and primed to avoid dry skin this season.

@skin_vestment I could talk for hours abt slugging & how it has TRANSFORMED my skin. Considering a name change to slug_vestment x #skintok #skincaretiktok #slugging #sluggingmethod #sluggingwithvaseline #sluggingskincare #sluggingroutine #vaselinestick #vaseline #skincare #skincaretips #skintok ♬ The People using my sound have more likes than me – Geometry Fox

@celestethomasrn This actually WORKS to heal dry skin & protect it from seasonal stress 🌬 #fall #fallskincare #cleanbeauty ♬ Sensual Seduction – Snoop Dogg

Creator spotlight

maggieanne.n

Maggie is a beauty TikTok creator who is rising to popularity thanks to her GRWM videos and hair tutorials. She has currently amassed over 238K followers and 7.3M likes on TikTok, and her videos regularly receive over 100K views. 

@maggieanne.n A some what chaotic get ready with me for the @thebeautycrop X @amelia0livia event 🎉 #grwm #grwmmakeup #grwm_aesthetics #grwmmakeuproutine ♬ original sound – MaggieA

@oatmilkmakeup some slightly early inspo for ya. i did 3 more but those will have to be in a part 2 🎃 #halloweenmakeup #halloweeninspo2022 #halloweeninspo #thisishalloween #halloween2022 #halloweeneyeliner #halloweenlook ♬ Tear You Apart – She Wants Revenge

Brand Spotlight

YSL Beauté 

YSL Beauté has appointed Lil Nas X as its new brand ambassador. The rapper will release a new track as part of the collaboration, which will be released at a later date. He will also feature in a series of advertisements on YSL Beauté’s digital platforms and in the brand’s US media campaigns, and represent its men’s fragrance range.

@yslbeauty Our latest campaign with @lil nas x just dropped. Beauty as a force of change gets its own theme song and we’ve got it on replay. ​ #yslbeauty #lilnasx#lashclash #yslnubarelooktint #yeaudeparfum ♬ original sound – YSL Beauty

Content spotlight

CeraVe: Simple Skincare

To promote its blemish control products, CeraVe used influencers to show how easy simple skincare can be. Championing less is more, the influencers take their audiences through their 2 step CeraVe night time skincare routine, while explaining why the two products are all you need. Videos were posted through the influencers’ own channels and then boosted. 

@james_r_atkinson AD @cerave products you need right now! #blemishrange @bootsuk ♬ Dance Right Away – Magnofield

@izzierodgers_ AD my simple @cerave skincare routine for blemishes ✌🏼@bootsuk #cerave #skinpositivity ♬ original sound – IZZIERODGERS

Medik8: #PressForClearSkin

For the release of its new Press and Clear Toner, Medik8 used influencers to show the positive impact the product can have on their skin. Emphasising the improvements you can see within 7 days, some influencers showed their toner routines, and others documented the improvements they could see in 7 days. 

@quettalawson AD I’m actually shocked at how much my scarring cleared up this week. The new @officialmedik8 Press & Clear BHA toner is 10/10 from me #pressforclearskin #clearskin ♬ original sound – Quetta Lawson

@milliemacmakeup wait until the end for a special treat🥰 brand new toner from @officialmedik8, I’m obsessed with this glow!!!✨🤍✨🤍 #skincare #glowyskin #PressForClearSkin ♬ original sound – milliemacmakeup

Bondi Sands: Thirsty Skin

Bondi Sands used influencers to showcase its new skincare range, and Hyaluronic Acid Serum. Influencers created full looks using the products, and the content was then boosted. Some videos have received over 23K likes and over 640K views. 

@caressmd for the plumpest skin & affordable 🤌🏽 @bondisands thirsty skin available at @bootsuk #bondisands #bondisandskincare #bondisandspartner ♬ original sound – Music table

@ryley The best makeup starts with hydrated skin✨using @Bondi Sands Thirsty Skin Hyaluronic Acid Serum to set this look off 💦 @Boots UK #bondisandsskincare ♬ original sound – 8D AUDIO 🎧

Typology Paris: Lip Oils 

Typology Paris used influencers to showcase their lip oils—a product type that has been trending on TikTok. Typology Paris had influencers either showcase the shade ranges of the lip oils or create natural makeup looks using its products. The French brand boosted influencer content to increase reach. 

@rudiberry I mean… come on. These are a must. The packaging AND the formula is 😘😘😘😚😚😚 @Typology Paris lip oil #typology #typologyparis #typologylipoil ♬ original sound – Rudi Berry 🍓

@a.nya.c Love this natural look with @Typology Paris products! Check the link in the comments to purchase! #makeup #flawlesslook #naturalmakeup #typologyparis ♬ Pieces (Solo Piano Version) – Danilo Stankovic

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Posted in Social Trends

Social Media Updates: September 2022

October 4th, 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 increases caption character count

TikTok has increased the character count for captions to 2,200 from 300. The update comes after the news that TikTok is becoming young users’ go-to app for search and regular news updates.

Social Media Updates

The update means users can increase their SEO and discoverability on the platform by using more keywords within their captions. 

TikTok partners with Penguin Random House

TikTok’s new partnership with Penguin Random House means the US and UK BookTok community can tag books in their videos. The tags are interactive; clicking the link directs viewers to a book details page, including a summary and other tagged videos. 

@kimmybookss a new booktok feature is on the horizon!! #foryou #fyp #booktok #bookish #reading #bookclub #bookishthoughts #tbr #reader #greenscreenvideo ♬ the perfect pair – beabadoobee

Once the video is posted, the selected title will be featured above the captions. Users can save titles to their Favourites tab.

TikTok Now feature

TikTok has launched its own version of BeReal: TikTok Now. The new feature prompts users to share a dual camera shot at a random time of each day—exactly like BeReal—but users will have 3 minutes to share either a static photo or video of what they’re doing. 

Tiktok now feature

TikTok Now has several safety features for younger users, including friends-only comments for TikTokers aged 13-15. Users 18 and over can share their Now content to the broader community.

The feature is available in-app in the US, and as a standalone app in other locations. 

Instagram Updates

Instagram increases Story frames

Instagram is rolling its longer Stories out to users. Instagram will no longer split Stories into 15-second frames, as long as the video is under one minute. Videos over a minute long will automatically become a Reel unless the video is split manually into separate clips before uploading.

Instafram updates

While the feature will eliminate the glitches that often occur between frames, it could complicate practicality—users can’t skip through small clips. In addition, it will change how branded content is contracted; if you’ve agreed on 3 Story clips for an influencer partnership, these need to be manually uploaded. 

Instagram develops Branded Effects

Instagram is reportedly developing official branded effects for Reels. Branded Reels effects would likely be similar to Instagram Stories’ branded stickers and GIFs (and TikTok’s Branded Effect ad option…), but would work as a video filter that could include special effects or branded assets.

Discover new creators with Media Kits

Instagram is developing a tool for creators that will allow them to pitch themselves to brands for promotional partnerships. The Media Kit will act as a portfolio, where creators can upload a bio, their audience data and key analytics, and select their best work and previous brand partnerships to showcase themselves to brands. 

Discover new creators with Media Kits

Unlike the Meta Creator Marketplace, the Media Kit gives creators complete control in how they represent themselves to brands.

Twitter Updates

Twitter rolls out Communities 

Twitter is rolling out a Communities feature that allows professional users to spotlight a community on their profiles. The feature will only be available to those with a free Professional Profile, which you can enable via Twitter’s Business site.

 Twitter rolls out Communities 

Twitter test Shopping tab

Twitter is testing a dedicated Shopping tab for its users. The tab would let users explore Twitter Shops that appear as virtual storefronts. Twitter has been testing Shopping features for the past few months, and while we don’t know what the tab will look like yet, it will undoubtedly aid discoverability. 

YouTube Updates

New creator feature offers licensed music

YouTube recently announced Creator Music, a new feature within YouTube Studio that allows creators to use pre-approved music in videos while still generating ad revenue. Creators can either pay upfront to use music with no change to their revenue cut or share video revenue with the track’s artist and music rights holders.

YouTube Updates

Brands currently face restrictions on using copyrighted music in videos across social media due to laws around commercial use. But Creator Music provides a solution for creators who want to enhance their videos without sacrificing ad revenue.

YouTube directly monetises Shorts

YouTube is offering creators 45% of ad revenue from their Shorts videos. YouTube is also lowering the barrier for entry to its Partner Program, allowing creators with less than 1K followers to make money from Shorts ads. 

 YouTube directly monetises Shorts

Shorts ads enable gradual monetisation, where creators start monetising Shorts before moving into the more lucrative long-form video space.

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Posted in Social Trends

Influencer Marketing vs. Digital Marketing

September 15th, 2022 by

We are officially in the digital age. Everyone and everything is attached to a screen and, for marketers, advertising through that screen is fast becoming the only way to grab consumer attention. 

While the concept of digital advertising isn’t uncommon to the majority of us, influencer advertising is still alien to some; though this is quickly changing. While both marketing methods share a common goal – to promote products or services to new consumers – their implementation into your marketing strategy differs depending on your brand’s size, goals and values. 

So the question to marketers is this:

What is influencer marketing, how does it differ from digital marketing and how do you decide which is best for your brand’s strategy? 

Influencer marketing

Influencer Marketing 101

Taking the traditional concept of celebrity endorsement and putting a modern twist on it, influencer marketing is all about influencing a consumer’s purchase decision. But how exactly is this done? Simply put, by tapping into current consumer behaviour. 

70% of people trust a product review from a complete stranger than from a brand itself. Now replace that stranger with a favoured online personality. The likelihood of a consumer being guided through to the purchase phase is a lot higher if it’s done by someone they know – or, in this case, feel like they know. Influencers are unique players in the digital marketing sphere and are targeted by brands hoping to collaborate due to holding the key to the exact target audience that they are looking to market to. 

Examples of influencers include, but are not limited to:

Their relationship with their audience, authority and knowledge hold them in powerful positions within their fields making them the go-to for consumers looking to find information about the products they wish to invest in. 

Influencer marketing benefits

Expanding your digital marketing efforts to collaborate with influencers allows you to tap into new customers, markets and niches; however, this is not the only benefit. Here are a few noteworthy others:

It makes your marketing efforts less disruptive to the user experience – we’ve all been there, scrolling down our feeds and being bombarded with ad after ad after ad is not a pleasant experience and even marketers themselves agree that it is off putting. Influencer marketing places these ads within organic content, making their presence much more discreet. 

Simplifies content creation – influencers have worked hard to create their personal brand and will want to create content that is in line with this. They know what their audience responds to and so the content you put out will reach an engaged audience. Letting them create the content – with your approval, of course – will also allow your brand’s creative team to relax a bit more. 

Influencer Marketing Benefits

Digital Marketing 101

The definition of digital marketing is as follows: 

“the use of digital channels to market products and services in order to reach consumers”

Becoming popular after the birth of the internet in the 1990s, digital marketing utilises websites, mobile devices, search engines, social media and other similar channels. It takes the traditional principles of marketing and places them into a digital landscape in the hope of making online consumers aware of what a brand has to offer. 

Unlike influencer marketing, the promotion of a brand and its products is not done by anyone specifically. Instead, it is the actions the company chooses to take to create and enhance an online presence. 

Let’s take a look at some of the most commonly used digital marketing methods:

PPC (pay per click) – often used to increase website traffic and engagement through targeted ads, PPC hinges on efficacy and economy. The cost of this is dependent on how many clicks you get and how much these cost, though there have been many successful examples in the past. 

SEO – as Google and other search engines have evolved, so has SEO. This allows people to see your website in their search results. 

Content Marketing – to reach potential customers through the use of content which is published on a website and promoted through social media, emails, seo and ppc campaigns. 

Email marketing – still one of the most effective methods to date, this allows brands to get in touch with anyone interested in them. Many people confuse email marketing with spam emails, but this is not the case; digital marketers use other channels to create leads and add them to their mailing list, which, then, can be turned into customers. 

Digital marketing benefits 

Consisting of both organic and paid content, digital marketing can help a brand promote themself on their own platforms, but this is not all. Other benefits include:

An increase in brand credibility – having a strong digital presence gives your brand credibility and helps customers see you as a resource they can trust. Nowadays, your digital footprint solidifies your standing within your niche. 

Improves customer relationships digital marketing provides brands with an opportunity to personally engage with customers. This gives your brand a voice, humanising it and establishing loyalty and trust among customers as a result.

Allows your brand to stand out from its competitors – done right, digital marketing content can give your brand a personality, differentiating you from your competitors. 

The million dollar question…

So, influencer marketing or digital marketing?

There really is no right or wrong answer to this question. Instead, the answer to this should be based on the answer to a further question; do you already have an established digital presence online? If the answer to this is yes, then you should consider stepping into the world of influencer marketing to enhance your brand’s online presence and reach new customers. If the answer is no, then it would be wise to establish an online presence first, otherwise influencers will have nothing to go off of or anything to link back to when promoting your products to their followers. 

Ultimately, finding the perfect balance between utilising influencer marketing and digital marketing is what will ensure consistent success for your brand. 

FAQs


What is the difference between digital marketing and influencer marketing?

Digital marketing is a brand promoting itself on its platforms, whereas influencer marketing utilises established social media profiles to promote a brand’s products and services to their engaged followers.

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

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

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Posted in News, Social Trends

Purpose Driven Campaigns

September 8th, 2022 by

We think it’s safe to say that the definition of social media is now far removed from what it once was. The ‘social’ element has been erased and left the ‘media’ part freestanding. Platforms are now used as a promotional tool for brands to implement into their marketing strategies and the users serve as pawns in their campaigns.

Instead of keeping up to date with what your distant family and friends are getting up to, ‘social media’ is now all about which brands can persuade you to buy their product first.

To combat the criticism surrounding this transformation, purpose driven campaigns have begun to emerge in an attempt to put users back in the priority line. A noteworthy example of this is WeAre8; a sustainable online platform that aims to bring about transformative change through billions of small actions.

How does this platform work?

WeAre8 users receive push notifications asking them to watch 2 minutes of ads per day in exchange for a small amount of cash. The ads are typically promotional and are pushed by brands to gain views/increase brand awareness, however, this time you are rewarded for your attention and not just regarded as another statistic. The money earned will add itself to your online wallet and you can either claim it for yourself, donate it to one of the onsite charities or even pay your EE phone bill with it directly within the app. How cool!

What’s in it for the brands?

Brands choosing to promote through WeAre8 will automatically donate 5% of their total advertising spend directly to charities across the platform’s 8 key impact areas:

  1. Climate
  2. Peace
  3. Education
  4. Health 
  5. Animals
  6. Poverty
  7. Water 
  8. Equality

The user watching can earn money, while the brand receives a 100% view through rate and a reduced carbon footprint. And so the cycle continues. It’s a win-win situation.

We know what you’re probably thinking. What’s the point of this when I can make donations to charities of my choice on my own terms?

If earning a little cash on the side isn’t enough to entice you, perhaps WeAre8s brand message and promises will be. The platform wants to be a safe space for unification; offering no space for hate speech, no algorithms and no infinite feeds. Something that is incredibly rare to find online nowadays. Alongside this, their larger goals include being able to distribute 50% of every dollar or pound spent on media back to its users; with 5% of it going to charitable partners and carbon offsetting.

If earning money and saving the planet is a bit of you, then WeAre8 could be your perfect match.

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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Friday Night TikTok Takeaway

September 5th, 2022 by

A little under two decades ago, restaurant-quality meal deliveries were pretty much limited to foods like pizza and chinese takeaway. Today, we seem to have more food options than time in the day to eat them all and that is why the food delivery global market sits at a whopping $150 billion; having more than tripled since 2017. 

Giants such as Deliveroo, Just Eat and Uber Eats are all household names by now and have transformed the accessibility of high-quality restaurant food. But there is a new kid on the block whose presence might just shock some of you.

TikTok. 

More specifically, TikTok shop. 

Yes, the app’s feature that allows you to purchase the same jewellery or gadgets as your favourite creators has expanded into the culinary world and placed restaurants on a nationwide stage ready to take orders from the app’s users. 

As of last month, UK residents will now be able to watch somebody doing a viral dance on their For You-page and order a spaghetti carbonara within the next swipe up. We know, it’s crazy. 

Friday Night TikTok Takeaway

It is no secret that the FoodTok hashtag on the app is incredibly sought after; and rightfully so, food is life. Garnering millions of views every day, this has become a space not only for aspiring chefs and foodies to share their passion for food, but also for restaurants to market their food to an already existing audience of food lovers.

The emergence of eCommerce TikTok Lives has spilled over into the culinary industry. Food retailers are now able to partner with creators on the app to run live streams within which their products are promoted. This also is a great way to get the #FoodTok community involved, as it grants them access to discounts and the content they love, all while driving sales for the brand. 

tiktok shop

This certainly presents itself as an exciting opportunity to change the face of modern retail and the culinary industry, however we still need a bit more time to digest this one.

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Posted in Industry Trends, Influencer News, Social Trends

The Age of Avatars: How Avatars are Taking Over Social Media

August 1st, 2022 by

If you are a frequent user of social media, you will be aware of the emergence of digital avatars through the likes of Snapchat, Facebook and Instagram. In fact, even if you are not an avid social media user, but have any Apple products, you will have stumbled upon the 2D and 3D Memoji feature in iMessage. 

Given most people’s familiarity with avatars nowadays, the exploration into exactly why people resonate so much with creating their own and what that means for them in terms of communication, is still very much on-going. 

A good place to start would be in the origins of the avatar (and, no, James Cameron is not their founding father). 

Avatars in Gaming

With today’s avatars being a lot more interactive and representative of our personal identities, the origins of the avatar actually stem from the gaming industry in the 80s. Though limited in their customisation options, users could choose from a selection of heads and bodies to create an avatar they felt best suited them in the game. These avatars could then walk around and talk to one another through chat bubbles that would appear above their heads on the screen.

Avatars in Gaming

The world was then taken by storm through the unveiling of The Sims in 2000. This provided users with the first opportunity for expansive customisation and therefore it became a lot clearer that the avatars people were creating for themselves were representations of who they best felt suited them and the life they desired to lead in the real world. Given the opportunity to live an alternate life as a Simoleon in SimNation, people were now finding new levels of escapism from the real world; a recurring theme which would come to present itself in all future gaming releases. 

Avatars on Social Media

The older generation often berates us by saying we live our lives on social media and pre-2016 we would’ve furrowed our brows in anger as we denied this claim. However, with the release of the Bitmoji on Snapchat, there perhaps is a little more truth to what our elders have been saying than we care to admit. 

Avatars on Social Media

Snapchat became the first major social media platform to cement their position in the avatar realm through the acquisition of Bitmoji and Bitstrips. This allowed users to now create their own digital avatars visible to themselves and others on the app, with an emphasis on appearance adjustments and digital clothing options. Using these customised Bitmojis as a way of communicating is done in the way of selecting a Bitmoji sticker that represents the activity you are doing/want to do or a certain expression that you wish to convey, and sending it to your Snapchat friends. To get them involved, you can click and hold down on your chosen Bitmoji sticker and select which Snapchat friend you would like to join you on there. 

Since the birth of the Bitmoji, other social media giants slowly began to ease their way into avatar creation and rightfully claimed their slice of the pie. 

Avatars on Social Media

Platforms belonging to the Meta group—Facebook, Instagram and Whatsapp—as well as TikTok, now offer users the opportunity to create their own avatars. Facebook launched their customisable avatars in 2020 and, unapologetically nearing an exact replica of the Bitmoji, they come with an even more extensive range of expressions and emotions than their competitors. Facebook issued a statement upon the roll out of these avatars, claiming their purpose to be a new form of self-expression for everyone around the world. 

Similarly, those launched on Instagram withhold a plethora of material and physical features, with the app claiming that their roll out of avatars is essentially an “advanced version of The Sims”. The only major difference between the avatar creative process on Instagram in comparison to other apps, is the fact that there is no option for gender selection. Instead users are tasked with expressing their gender identity through their choice of appearance; creating an inclusive experience for all. 

Social Media Avatars for Branding

If you are a brand watching all of this ‘avatar malarkey’ unfold, but don’t have an app and aren’t quite sure where you fit in, we’ve got you covered. 

With each app’s avatar-creation process offering the user countless different ways to express themselves through clothing, accessories and beauty tidbits, brands are now looking to not only deck real human beings out in their clothes and accessories, but also those in the virtual world. 

If you thought real people were flamboyant enough, wait until you meet their avatars.

 Social Media Avatars for Branding

Take Snapchat as a prime example. Bitmoji fashion is a key feature on the Bitmoji app and collaborates with internationally-renowned designers/brands to bring your avatars the latest and most fashionable outfits to flaunt around the virtual world in. Previous collaborations include Ralph Lauren, Adidas, Converse, Nike, Off White and Levi’s; just to name a few. What’s more, all of these branded clothes are free to dress your bitmoji up in! Who doesn’t love free clothes?

It is fair to say that avatar creation and customisation has come a very long way since its birth, but given today’s technological advancements, we are not entirely convinced that everybody understands just how far avatars have been pushed… 

Enter: the Metaverse. 

Taking it one step further, Meta group recently revealed its plans to launch the Avatars Store; a virtual store existing within the Metaverse which will allow users of its social platforms to purchase and dress their avatars up in items from designer brands. Brands such as Balenciaga, Prada and Thom Browne are set to partake. 

To many this all may seem rather extravagant and unnecessary, however, the intricacies of personal avatar creation breathe a whole new life into the art of self-expression. Sebastian Borget, co-founder of blockchain-based Metaverse project, The Sandbox, describes it as such:

“By leveraging avatars, anyone can express themselves digitally in ways that weren’t possible before. Moreover, truly owning your identity and being able to carry it through an NFT across multiple decentralised applications and virtual worlds is one very concrete and easily understandable example by mainstream audiences” 

The Future of Digital Identity in the Metaverse 

The Metaverse is coming and these fun, little digital personas are the first piece of the puzzle. While the way its environments will evolve is difficult to determine, industry experts believe that avatars are a key building block for the future of personal identity in the Metaverse. 

While we are very much in the early stages of the transition over into the Metaverse, artificially intelligent avatars present on social media give us a sneak peek of what’s to come. Cohabiting what once was solely a space for living, breathing human beings, with virtual avatars allows us to grow accustomed to parasocial interactions with them in preparation for our eventual co-existence in the Metaverse. 

Just as an extensive range of customisation options for our avatars is vital for self-expression, diversity and inclusivity is equally important among currently existing virtual avatars; whether it be in fashion, music or influencing. Building virtual influencers with more emphasis on true humanity rather than with polished, mainstream ideals, new and relatable narratives for people with an array of backgrounds and experiences will be generated. In turn, this will shift people’s exposure to diversity in the metaverse to default rather than it being an afterthought. 

The development of social media has seen an exponential change in communication methods. The evolution of social avatars has greatly contributed to these as well as increased engagement and tapped into the newly discovered interest of personalisation in the digital age. While avatar creation becomes more and more life-like, now closely representing one’s physicalities, personality traits and expressions, self-expression is at an all-time high. It is these customisation choices that will lead people to finding communities to gravitate towards and communicate within the Metaverse. 

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How brands and social media platforms are approaching mental health and wellness

August 1st, 2022 by

The impact social media has on users’ mental wellbeing has been a heavily discussed topic for the past few years. With the time users are spending on social media increasing, the need for support from social platforms and brands has also increased. But are users receiving the support they need?

A wellbeing study from 2021 showed that two thirds of UK adults believe social media platforms have a duty to protect the mental health and wellbeing of their users. However, 53% of people surveyed felt that social platforms aren’t doing enough to safeguard their users’ mental wellbeing. 

Recently, wellness and self-care has become a key focus point and trend across social media platforms. Driven by a need for recovery after a traumatic couple of years in lockdown restrictions, people are focusing on their mental and physical health more than ever before. 

The responsibility to achieve wellness doesn’t just fall to individuals themselves. Brands and social platforms have a responsibility to help consumers and users achieve this. But how?

How brands are approaching mental health and wellness 

Dove: Dove Self-Esteem Project

Dove has been well-recognised as a leader in supporting online mental wellbeing. To further its support, Dove launched the Dove Self-Esteem Project. The initiative is an online hub that offers advice and support for parents and young people navigating a social-first environment. 

Dove: Dove Self-Esteem Project

Dove’s most recent activity encourages people to #DetoxYourFeed. Stemmed from a recent study that found 1 in 2 girls say that toxic beauty advice gives them low self-esteem, Dove created an easy guide to remove or reduce toxic beauty advice from their social media feeds. 

Dove: Dove Self-Esteem Project

The #DetoxYourFeed campaign is categorised by four steps with the intention of creating a habit-like cycle. These are:

Prep – by getting familiar with social media

Chat – to young people about beauty standards

Detox – your feed and follow accounts for building self-esteem

Repeat – by speaking to other parents, guardians and mentors

Eventually, participants will subconsciously incorporate this into their daily routine when scrolling through any social media platform; reducing the risk of falling prey to toxic advertisements. 

Lelo: Well With Lelo

Luxury pleasure brand Lelo created a campaign titled #WellWithLelo with the purpose of creating a safe space to discuss female pleasure in the style of ‘honest, girl talk’. Conversations surrounding this topic were had on various social media platforms while promoting Lelo’s products. The purpose of sharing this discussion online was to reach as many women as possible and to normalise speaking so openly about taboo subjects. 

 

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A post shared by Ambar Miraaj Driscoll (@ambardriscoll)

Rare Beauty

Actor-turned-beauty mogul, Selena Gomez, created the Rare Beauty cosmetics brand with the intention of advocating for access to resources to support one’s mental health. With this, came the implementation of the Rare Impact Fund. Rare Beauty donates 1% of all sales to this fund and raises additional funds through philanthropic foundations, corporate partners and individuals within the community. 

Upon its launch in 2020, the Rare Impact Fund set out to raise $10 million in 10 years. Since then it has made several considerably large donations to selected organisations. 

Woo

From the team behind VICE, i-D, Boiler Room and LADbible, a new feel good movement was launched called Woo. Directly from the CEO and founder, Stephen Mai, “At its core, Woo is a feel good movement designed to be the antidote to the new toxic cycle”. Woo lives across a social digital ecosystem of podcasts, editorial, products and video; with key video content streaming on Woo channels as well as ITV hub. 

 

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A post shared by Woo (@feelgoodwoo)

With its website packed with information and resources, the movement truly harnesses the anxieties that come with connecting to and communicating with Gen Z about wellness; ensuring that it’s done in a way that is relatable and culturally relevant. 

How social platforms are approaching mental health and wellness

With mental health and wellness now becoming obligatory topics for companies to focus on for the sake of their audiences, the question surrounding just how this is done is at the forefront of many people’s minds. 

Let’s take a look at the features and initiatives put in place by various social media apps to safeguard their users.

Facebook (Meta)

As a result of the pandemic, Facebook expanded their mental health resources in partnership with the World Health Organisation. With emphasis on stress, anxiety, depression, grief and loss, the Emotional Health Resource Centre button can be found under ‘Community Resources’ in the mobile app.

TikTok

It is very easy to get lost in the endless scrolling of TikTok videos and the platform knows this. As part of their commitment to looking after its users, TikTok introduced a Screen Time Management feature. This feature presents itself in the form of an on-screen prompt that appears on a user’s feed after scrolling for a certain amount of time. It reminds them to take a break from their screens and from the app. 

TikTok

Instagram

Cyber bullying has been an internet-wide issue for as long as one can remember, however, in recent years it has been extremely bad on the Instagram app. To combat this, Instagram introduced stricter penalties and bullying regulations to drill into users that they have a zero-tolerance of online bullying policy. 

When a comment or DM violates Instagram’s rules, the user will be suspended from sending messages for a set period of time. If this offence is repeated, they will have their account disabled. The platform is also working alongside law enforcement to respond to valid legal requests for information in cases related to hate speech.

Snapchat

To support people struggling with substance abuse, Snapchat launched an in-app portal called ‘Heads Up’. This portal distributes content from expert organisations and is found whenever someone searches snapchat for drug-related keywords. Videos on the dangers of drugs and helpline links are also provided. 

Are these implementations genuine?

Second-guessing everything comes quite naturally to users of social media, particularly when most of what they are shown online is fake. Deciding whether the steps taken to ensure the wellbeing of social media users is genuine or just a box-ticking task, rightfully springs to mind. 

Regardless of whether this is done because companies genuinely care or whether they are ticking another thing off of their to-do list, it does not take away from the fact that they still have a responsibility to put features in place that help improve the mental health and wellbeing of their users. 

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The Impossible Task of Trend Predicting on TikTok

July 14th, 2022 by

TikTok has become a hub of content and culture. With its addictive algorithm and seemingly endless stream of fresh content, TikTok has continued to hold its reign over social media users as the most popular platform.

There’s a new TikTok trend everyday. Thanks to its accessibility to users to create new filters and sounds, we have seen an incredible variety of TikTok trends created by popular creators and casual users alike. The problem? These trends are near impossible to predict.

Big brands have spent hours planning and strategizing their TikTok content. While this often does pay off, it’s rare for a brand to create a TikTok trend that will last in the TikTok hall of viral fame.

One of the most popular trends (or memes?) from the past couple of months revolved around an independent fish and chip shop in Coventry. Yes—we’re talking about Binley Mega Chippy.

The chip shop was only known by locals until a TikTok sound with a catchy jingle propelled it into global superstardom. The trend resulted in people from all over the globe visiting the chip shop just to join in on the clout. Visitors would queue outside for hours just to experience Binley Mega Chippy.

@binleymegachippyfan53 Reply to @binleymegachippyfc ♬ Binley Mega Chippy – Binley mega chippy big fan

The trend, as claimed by the creator of the jingle, makes zero sense. The tune was created using one of TikTok’s voice filters and was posted as a joke between friends. There was no strategy or real purpose to the video, and yet Binley Mega Chippy is now—arguably—the most famous chip shop in the world.

If we really get into it, it’s unsurprising that something as silly as the Binley Mega Chippy tune ended up viral; it’s an almost textbook definition of shitposting (or modern day dadaism if you want to sound fancy).

Shitposting is essentially posting random, mindless, somehow-amusing content to incite a reaction and get people engaging. It’s just about as old as social media—and we’re talking MySpace old, not just the now-popular platforms.

Shitposting is typically a response to the world being in shambles and is entirely unpredictable. Although it has always been a strong presence on social media, it was during the pandemic that it hit new levels. We began to see brand social media accounts take on a comedic tone of voice that often seeped into shitposting (we’re looking at you, Duolingo).

Brand accounts embracing shitposting took over TikTok like a storm. Duolingo, Ryanair, Innocent Drinks, M&S, and more, all provided borderline off-brand content to entertain TikTok audiences. The unexpectedness of this type of content from these brands is exactly why they became so popular on the platform.

However, if shitposting on TikTok is a little too far out of brand guidelines, using sound is your best bet.

TikTok’s default setting is sound-on. Sound grabs attention and will stop people scrolling for longer than a visually engaging video. Creating your own sound for a video or challenge could result in a viral hit if TikTok users actively engage and create UGC. It worked for ELF Cosmetics, so it can work again.

The only way you can begin to predict TikTok trends is by constantly listening and watching what your target audience is interested in. You need to monitor the types of sounds they are engaging with and recreating themselves and attempt to find some form of correlation between them.

TikTok is a platform to have fun on. You can let your brand’s hair down far more on TikTok than you can on other platforms. It doesn’t require perfectly curated feeds or a whole production team; you can make TikTok videos on the app, on your own phone. You just need to get started.

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TikTok Pixel for Dummies

July 6th, 2022 by

As TikTok has been introducing various advertising tools and features, you may have seen “TikTok Pixel” floating about. And no, despite how it sounds, it’s not related to the amount of pixels within a TikTok. 

The TikTok Pixel is an HTML code that you can place on your website and allows you to track actions people take on your website or app after they click on your ad. Additionally, you can create custom audiences based on pages they visit or actions they take  & retarget them on TikTok in the future.

The pixel might be right for you if you’re looking for a solution that’s already pre-built and is easy to set up and maintain. 

What to use tiktok pixel for

There are a variety of reasons you may want to use TikTok Pixel.

Conversion Tracking

Having TikTok Pixel installed on your website will allow you to see and analyse how people interact with your website after viewing or clicking on your ad. You can view if and when someone takes an action on your website, including making a purchase, filling out a contact form, or engaging with content.

Optimise Ad Campaigns

Once you have TikTok Pixel installed, you can optimise your ad campaigns to ensure they are focused on users that will be most likely to take a specific action on your website. You can optimise for conversions, traffic or engagement.

Create Custom Audiences

If you have Website Events With TikTok Pixel installed on your website, you can create custom audiences of lookalike audiences based on behaviour. These audiences can be used for remarketing purposes.

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Is this the return of the TikTok House?

June 29th, 2022 by

TikTok first boomed in popularity in Spring 2020. People suddenly had seemingly endless amounts of free time on their hands and had an innate need to be entertained. TikTok began to slowly fill the content hole many didn’t know they had.

As TikTok grew, so did TikTok creators. TikTok content was a new format many hadn’t experienced before, and allows for much more authentic and off-the-cuff content. As people were in various lockdown situations, many took to TikTok to create online connections with TikTok creators.

The sheer volume of initial TikTok users allowed rapid growth of creators. As with any other social media platform, engagement and popularity grew further when creators began collaborating with other popular creators.

From this, TikTok Houses were born.

TikTok Houses are literal houses (often mansions) where primarily Gen-Z TikTok creators live together and create videos for TikTok. The concept of a TikTok house isn’t new; content houses have been popular on other platforms for years, namely YouTube.

The first two TikTok Houses were (unsurprisingly) in LA, and helped some of the platform’s most prominent personalities gain their fame. The Hype House and Sway House included names like Charli D’Amelio, Addison Rae, Noah Beck, Chase Hudson, Daisy Keech, Avani Gregg, Bryce Hall, Griffin Johnson, and Josh Richards—all very exciting names to some TikTok users.

TikTok Houses were popping up all over the globe, uniting unlikely names in a bid to grow some level of fame. But, as with any social media trend, TikTok Houses became embroiled in drama and scandals, resulting in an eventual demise.

However, in 2022, we have begun to see a new type of TikTok House; but this time, they’re branded.

Branded influencer trips and events are about as new news as sliced bread. Around a new launch or campaign, influencer trips have often become expected. So, what better way to spice up something bland than jumping on a TikTok trend? That’s exactly what some brands have begun doing.

HUGO House

For Coachella 2022, HUGO created a TikTok-centric House, using famous TikTokers like Beji Krol, Desi Iuila, and Euphoria actress Chloe Cherry. HUGO invited creators to stay at a HUGO-decked house, with HUGO furniture, a built00in studio and all Coachella merch imaginable, including exclusive shades created by HUGO’s eyewear partner, Safilo.

@hugoWELCOME TO HUGO HOUSE! Say hi to our housemates @Desi, @Nils Kuesel, @Markell Washington, @Chloe Cherry, @Noen Eubanks, @Liv, and @Benji Krol 🤗✨♬ original sound – HUGO

@hugoKnock, knock, look who’s here! Who better to show us around Palm Springs than our favorite foursome, @The Old Gays? 🚗🏜️♬ original sound – HUGO

The HUGO House hosted a DIY session where the photo studio was put to use, showing off the stars’ custom-dyed T-shirts and patched denim layering pieces, all made-to-measure on the premises.

Content created at the HUGO House was posted to HUGO’s official TikTok channel (and Instagram), and also to the influencers’ accounts.

Jack Wills House

The impact a TikTok House can have on a brand is incredibly obvious with Jack Wills. The fashion brand’s decision to create a TikTok House in Ibiza took its average TikTok views from 3,000 to over 100K.

So, how did Jack Wills manage to make a hype around its TikTok House?

Jack Wills launched the TikTok House with various teasers on its own TikTok page, as well as its Instagram. In addition, the brand had the 15 influencers attending the entire trip post Love Island inspired introductions to their own channels, letting their audiences know something exciting was happening.

@jackwills First class to Ibiza🍾✈️ #jackwills #tiktokhouseibiza @gkbarry @kateelisabethh @montykeates @anastasiakingsnorth @joebxggs @Kyron Hamilton @Maddie Grace Jepson @Jack Joseph @Ryley Isaac @Regina @chiaraking @George Clarke @max_balegde @MiriamMullins_ @Moyo ♬ original sound – Jack Wills

One of the most successful elements of the House was the authenticity of it. It was entirely unfiltered and allowed influencers to show their real personalities, without having to mute themselves for the sake of the brand.

Content filmed at the House used popular TikTok sounds to show off the new Ibiza collection available to purchase. TikToks were posted during the event, and have continued to be posted after, suggesting that Jack Wills has enough content for the summer ahead.

@jackwills The party is here🍾 Say hello to our 30 new influencers👋 #jackwills #tiktokhouseibiza @Bella hill @sophie @Brooke @haz😜 @issyoakley @Maynardanna @Vania Fernandes @Mariam @BADMAN LISA🏁 @Mia Wells @Grace Shadrack + Grace Foley @Jas & Soph Clough @Millie T @Issey @TBHBYRON @James Foreman @George @VICTOR KUNDA @Bartosz Kowalczyk @RichardSalesOfficial @Nohail Mohammed @lewys @Formz @Sethmarshyyy @tom @miles @Isaac ♬ original sound – Jack Wills

To further the hype of the event, Jack Wills invited 30 more influencers to a Villa party for the final night of the trip. Jack Wills posted behind the scenes footage, and has worked with one of the influencers to host a podcast spilling the tea of the party.

Why do branded TikTok Houses work?

The main reason TikTok Houses work is because they create hype. When all these creators are posting all the fun they’re having at the same time, it creates a kind of community excitement that TikTok users can’t help but engage in.

Branded TikTok Houses play on the idea of FOMO. TikTok users will engage and check for new posts from their favourite creators who are attending to avoid missing out on any gossip, news or exclusive products/discounts available.

TikTok content has a short lifespan due to the sheer volume of new content being posted daily. So, branded TikTok Houses help make as much noise as possible in a short amount of time.

With the number of creators involved in a TikTok House, the potential reach of the event is huge—especially when you consider the likelihood of going viral because of it.

Does this mean we’re going to see a boom in TikTok Houses again? That depends. While the Houses definitely bring views and engagement from fans of influencers, some TikTok users consider the concept cringe.

As with any social media strategy, it entirely depends on the brand, audience, and execution strategy.

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