Posts by Uyen

How To Launch a Brand Ambassador Program

March 5, 2021 Posted by Influencer Marketing, Social media marketing 0 thoughts on “How To Launch a Brand Ambassador Program”

Influencer marketing is all the rage right now. As consumers today trust influencers more than traditional advertising and celebrity endorsement, more and more businesses have included influencer marketing in their overall marketing strategy. To ace the game in 2021, many brands also created brand ambassador programs to leverage the power of word-of-mouth marketing

While establishing an ambassador program is an investment that requires careful planning and implementation, the effort can be very rewarding in the long run. In this blog, we will help you define what a brand ambassador is and go through 4 basic steps to launch an effective ambassador program. Let’s start! 

What is a Brand Ambassador Program? 

Closely related to influencer marketing, a brand ambassador program is seen as a longer-term relationship with influencers to enhance awareness about the brand in their communities. Given the rapport between the influencer and the brand, brand ambassador programs can help to create authenticity and allow audiences to resonate with the content. 

In fact, content shared by influencers often receives more engagement than branded content, especially for micro-influencers and nano-influencers (60% higher engagement than more popular accounts)!  

Who can be a Brand Ambassador?

It is common for an influencer to be selected as a brand ambassador given their enormous following and influence in a specific niche. However, a brand ambassador will not only be social media influencers. They can also be your loyal customer, dedicated employees, or industry experts. 

Let’s take Coca-Cola’s Ambassador Program as an example. In 2016, this brand empowered its 700,000 global employees worldwide to represent and promote the company. Employees are supported with apps and other materials as they spread positive messages through their social networks and are rewarded for their activity. According to American Marketing Association, an Employee – Ambassador program like this can help brands to:

  • Save billions in marketing costs and lead to overall higher productivity among employees
  • Generate higher productivity 
  • Increase employee retention rates at nearly 90% more than companies without brand ambassador programs

 

Steps to launch an effective ambassador program

1. Define your ideal ambassadors 

The first step to launching a successful brand ambassador program is to define your ideal ambassadors. Specifically, a set of criteria should be listed to help brands define their future ambassadors. A critical factor we always recommend brands to look at when choosing ambassadors is the Brand and Ambassador Affinity. There are many cases where brands get lured by an influencer’s popularity (high number of followers, high engagement…) and partnered with influencers who do not suit their brand image. Let’s explore 2 examples below.

In 2017, Kendal Jenner was chosen to be the ambassador for Adidas Originals and was featured in Adidas’s campaign Originals. The ad was beautiful and stunning, yet all people talked about was the mismatch between Adidas and Kendall Jenner. They felt that Adidas should have cast a real athlete whose story is inspiring and relevant to the brand’s message instead of… a supermodel. 

 

Another example is between Volvo Cars and beauty influencer Chriselle Lim. Their campaign faced awkward consequences as Chriselle Lim did not suit their brand image. It can be explained that Volvo was trying to reach out to younger customers via social media, but the influencers have little or no affinity to the brand’s image. For more detail about this case study, can check out our previous blog about Influencer marketing mistakes and 4 lessons to learn from them. 

To analyze an influencer’s performance on social media, it is important for brands to look into their audience’s demographics such as age range, location, gender distribution and their interests, apart from usual metrics like number of followers and engagement rate. Doing so can help your brand to leverage influencers whose audiences are aligned with your target consumers, so your campaigns will receive greater engagement and generate a better conversion rate!

2. Define the goal of your ambassador program

As with any influencer marketing campaign, there needs to be clear goals for the brand ambassador program. Specifically, an ambassador program can be used to grow brand awareness, drive sales, promote a specific product line, and more!

Furthermore, a clear goal should also be accompanied by clear measurement. If the aim is to boost sales, tracking links and promo codes should be included in the content. In its ambassador program, beauty brand Pura Vida Bracelets gave its ambassadors personalized discount codes to track their performance. By sending their ambassadors free products, early access to new products, and other supporting marketing material, the brand increased its sales by 300% YoY and lowered customer acquisition costs by 7X!

On the other hand, if the program is aimed to increase awareness, you may want to look at tangible statistics such as estimated campaign reach, number of posts, increase in engagement, and following by 30% over the next 3 months, for example. However, an ambassador’s activities are usually not limited to social media, so brands will need to figure out other metrics to measure their performance.  

3. Set clear guidelines for your ambassadors

A clear and detailed guideline should be made to ensure that your ambassadors understand your brand’s message so they can perform up to your expectation. A guideline is particularly important if you’re working with nano-influencers or those who are new to being a brand ambassador. In which case, brands can get more involved in the content creation process and provide a support channel to assist them.

However, brands should also allow their ambassadors some creative space to get playful with the content as they know what their audiences like best! One of our favorite examples is the partnership between @kerstinong and @underarmoursg. Kerstin Ong is a student-athlete and is an ambassador for Under Armour Singapore. Apart from sharing images of her wearing Under Armour athletic shoes, she also promoted the brand by challenging herself with single-leg hops over up to 7 shoeboxes! The video is exciting to watch, and it quickly gained popularity, becoming one of the most-viewed videos on her Instagram feed!

 

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Bài viết do Kerstin Ong (@kerstinong) chia sẻ

Investing in ongoing training and nurturing the relationship with your ambassadors is critical to help them understand the brand and uplift their performance. Even when it is a paid partnership, brands should also provide their ambassadors with tangible benefits (discounts, free products or services…). The more ambassadors understand and love your products, the more positive, authentic content they will share with their audiences. 

 

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Bài viết do Tara Maynard (@taramays25) chia sẻ

4. Track and measure their performance

Like all social media campaigns, brands need to measure the ambassador’s performance and their campaign reach. By using Affable’s influencer campaign management features, brands are able to garner a wide range of information including Total engagement, total reach, number of influencer posts (including stories!), and even engagement breakdown so brands can measure CPE, CPM and other KPIs attached to the ambassador. 

All content and metrics can be downloaded and exported into a PowerPoint presentation showing a campaign overview as well as individual performance.

 

Conclusion

Choosing your brand ambassadors wisely, giving them enough freedom to create, setting clear guidelines and tracking their performance, are the 4 basic steps involved in a brand ambassador program. For brands that are new to ambassador programs, we recommend that you start small (learning by doing!) and scale your program over time. 

From finding the right influencers, reaching out to them, managing relationships and measuring performance, many brands are using influencer marketing platforms like Affable to help them run an effective ambassador program! Contact us and request a free demo today!

 

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Affable Review: Check us out on Influencer Marketing Hub!

February 16, 2021 Posted by In The News, Influencer Marketing 0 thoughts on “Affable Review: Check us out on Influencer Marketing Hub!”

Earlier this year, we submitted our platform to Influencer Marketing Hub, a leading industry resource for influencer marketing agencies and platforms. We’re excited to share that we received a near-perfect rating (4.5 out of 5 stars)!

So what the experts say about Affable? 

 Affable.ai is a top notch solution for brands looking to manage their influencer marketing: it provides the tools to be able to market at scale while preserving a personal touch, and its heavy reliance on data and data analysis shows a clear understanding of what makes influencer marketing so effective.

In detail, the review gives a clear picture of why Affable is a powerful tool for influencer marketing and highlights some exciting features that make Affable a cut above many of its competitors:

Negative Search

By using Negative Search, brands can use our filters to avoid working with influencers who had mentioned or been sponsored by your competitor in the past. This is a minor feature but can create a big impact! 

Unique Reach

With other platforms, brands can organize influencers into groups and view the aggregate stats of their reach. However, the total reach usually accounts for duplicates across audiences. At Affable, we go the extra step by reporting the unique reach, not the total. For example, If influencer A has 100 followers and influencer B has 100, but they share 50 of them, the real reach will be 150, not 200 followers! 

Campaign feature

The campaign management dashboard allows brands to garner a wide range of data, manage influencers and their performance, track content and provide in-depth reports. All can be downloaded and exported into a PowerPoint presentation showing a campaign overview and performance breakdown for each influencer.

For more exciting features and detailed review, you can check it out here.

 

Even as a relatively new player, Affable is already a very mature product with a lot of talent and brains behind it. But that newness also means they’re still growing, and we can see that it will only grow more useful and powerful as the developers keep adding features.

 

Receiving a 4.5/5 is a huge accomplishmen for us, and we’re still on the way to optimize our platform with more useful and powerful features. Contact us today or request a free demo to scale your influencer marketing campaign! 

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5 BEST IDEAS FOR VALENTINE’S DAY MARKETING CAMPAIGN

February 8, 2021 Posted by Influencer Marketing 0 thoughts on “5 BEST IDEAS FOR VALENTINE’S DAY MARKETING CAMPAIGN”

Valentine’s Day is coming! It’s the time of year where we celebrate our loving relationships with our partners. 

However, in recent years, the concept of Valentine’s Day is no longer being limited to couples. To some people, it is considered a day to celebrate love, whether it is the love between partners, friends, family, or even self-love. By focusing marketing efforts on Valentine’s Day and creating inclusive campaigns, brands can potentially reach a wider audience and upsell their products. 

In this blog, we will learn from some of the most inspiring campaigns and see how some brands share love with their customers on Valentine’s Day. Grab a chocolate bar and read on!  

Running A Sweet Contest/Giveaway

Running contests for special occasions is a great way to leverage UGC marketing campaigns. To celebrate Valentine’s Day, The Body Shop (@thebodyshop) ran an attractive campaign #SendingAKiss where they encouraged followers to send photos of themselves blowing a kiss to their friends, with the winner getting a gift pack of newly released fruit-scented lip balms. Apart from making a simple-but-sweet video, the brand also made a smart move by targeting all women (regardless of their relationship status), and celebrating friendship.

 

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Bài viết do The Body Shop Official (@thebodyshop) chia sẻ

Giveaways are part of classic marketing campaigns to help brands gain a large amount of following in a short time. By simply tagging their friends in the post and following the brand, audiences can have a chance to win prizes. Brands can also consider collaborating with social media influencers to gain more traction and expand their audience reach. 

Regardless whether it’s a contest or a simple giveaway, offering a compelling prize is a crucial element to encourage more to join your campaign. However, a good reward need not necessarily be an expensive gift or a large amount of money. Read our other blogpost to find out how Starbucks created a buzz on social media with its simple-but-effective UGC campaigns

 

Have you heard of Galentine’s Day?

Observed on February 13 (the day before Valentine’s Day), Galentine’s Day celebrates friendships and is a popular concept among single women. As Galentine’s Day has received increasing attention in recent years, more and more brands are now including this special occasion in their marketing strategy.

A typical example comes from the famous jewelry brand Pandora (@theofficialpandora). Last year, this brand partnered with influencers around the world to highlight their latest item as a gift for both friends and partners.

 

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Bài viết do NIKOL TROJANOVÁ (@niki_trojanova) chia sẻ

 

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Bài viết do Angela Jakaj (@angelajakaj) chia sẻ


Luna Bar (@lunabar), a brand of nutrition bar, applied the same strategy as they collaborated with US influencers to feature their Luna Mash Up bar and promote togetherness on Galentine’s Day. 

 

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Bài viết do Lan Vo Nguyen (@thelanline) chia sẻ

Another interesting Galentine’s campaign worth your attention is from the pet food brand Stella & Chewy’s (@stellaandchewys). Galentine’s Day is about friendship, and for some people pets are their best friends! That’s why last February, Stella & Chewy’s partnered with top pet influencers to promote their products, stealing everyone’s heart with adorable pet pictures. This campaign is a great example of how we can expand the concept of love and reach to even niche markets on Galentine’s (or Valentine’s) Day. 

 

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Bài viết do Cody 🐾 (@codythecavachon) chia sẻ

Offering Customized Valentine’s Gift

Valentine’s day is a chance for brands to showcase and upsell their products with romantic packaging. After all, who doesn’t want to receive a lovely gift box on this special day? 

While offering a beautiful package is a traditional move, brands can stay ahead of the curve by customizing their products to delight customers. @sweetfavoursg has found a way to do it by allowing customers to personalize giftboxes and gifts with their names and messages. The brand also partnered with beauty & fashion influencer @julynnlau to drive awareness for their special Valentine’s promotion.

 

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Bài viết do Julynn Lau (@julynnlau) chia sẻ

Ready for a lot of cuteness? Last year, @Mojivn, a Vietnamese accessory brand, created a buzz on social media by offering lovely customized gift boxes. They featured 8 gift boxes with different colour themes, each is filled with a different set of items. Customers can have a variety of options to consider and can select the one that matches their partner’s personality best!    

Creating interactive experience

Creating interactive experience can help brands to enhance customer experience as well as gain immense traction on social media. One prime example come from the luxury brand Tiffany & Co. Their idea is simple – customers can create their own unique sticker on the website, add it to their photo and share it on Instagram with the relevant hashtag (#BelieveInLove). The also had a post on their IG feed to show how easy it is to create a sticker.

 

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Bài viết do Tiffany & Co. (@tiffanyandco) chia sẻ

To attract more attention, Tiffany & Co also partnered with macro-influencer Nicole Andersson and received lots of compliments on social media for this brilliant idea!  

 

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Bài viết do Nicole Andersson (@nicole_andersson) chia sẻ

Partnering with influencer couples 

With love and romance in the air, influencer couples have the ability to create an emotional connection to a product or service they promote, which is perfect for brands to run an impactful influencer marketing campaign on Valentine’s Day. 

There are many ways brands can leverage the power of influencer couples, from sharing date ideas, paired clothes to couple activities and fun places to check out. To help brands double the impact of your influencer marketing strategy, we have compiled a list of Top Influencer Couples in Southeast Asia in our previous blog. Check it out now!

 

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Top Influencer Couples to Work With in Southeast Asia

January 25, 2021 Posted by Influencer discovery 0 thoughts on “Top Influencer Couples to Work With in Southeast Asia”

Working with famous couples on Instagram is an effective way for brands to amplify the reach of their campaign. Audiences love to follow influencer couples, making them “power pairs” on social media. With happiness and romance in the air, influencer couples can create an emotional connection to a product or service they promote. Couple content also attracts higher engagement rates, especially when it comes to sharing date ideas, couple activities to do, and fun places to check out! 

By leveraging the popularity of couple influencers, brands can diversify their audience and drive greater awareness for their influencer marketing campaigns. To help you double the impact of your influencer marketing strategy, we have compiled a list of top influencer couples in Southeast Asia in this blog. Read on to find out who are the couple influencers on Instagram that are #couplegoals

Top Influencer Couples in Singapore

 

1. Nicole Chang Min & James Seah 

Nicole Chang Min (@nicolechangmin) and James Seah (@jamesseah) are one of the top high-profile couples in Singapore. Besides sharing their romance on Instagram, the couple has also announced in an interview by 8 Days that they just got their BTO flat together. While Nicole is known for her candid personality on Real Talk, a popular YouTube talk show with over 200k subscribers, James is a famous Mediacorp actor who is known for his appearance in television show, Tanglin. Combining their influence, the post of them holding hands with Christmas lights in the background earned close to 3k likes for Orchard Road’s #LoveThisChristmas Christmas campaign!

 

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Bài viết do nicolechangmin 曾敏 (@nicolechangmin) chia sẻ

2. Vanessa Ho and Shaun Michael 

Student couple influencers, Vanessa Ho (@vaneszs.h) and Shaun Michael (@seowie), are not only #couplegoals but #fitnessgoals. As hosts of SubtleFitness, a YouTube channel about Fitness, Modelling and Student Life, Shaun and Vanessa are a great pair to work with if you’re looking to reach out to the fitness community! With video marketing and multi-channel content creators on the rise, a useful tip for brands is to work with influencers across multiple platforms, such as YouTube and Instagram.

Brands working with them can also target a younger audience as Shaun and Vanessa are students from Singapore Management University (SMU) and National University of Singapore (NUS) respectively. Their recent collaboration with MARIGOLD Yogurt showcased a photo of them eating yogurt and keeping healthy.

 

View this post on Instagram

 

A post shared by Vanessa Ho 何鎂琪 (@vaneszs.h)

 

3. Sng Yixin and Christopher Peter Chong

Singapore micro-influencer Sng Yixin (@snnngorious) and her partner, Christopher Peter Chong (@twentyreasons), are not only couple influencers but also parent influencers! Their baby, Riley, even has her own Instagram account (@potato.riley) where the couple documents cute snippets of her life. Dressed in adorable shirts with a bubble tea design by Gong Cha and Toddleythoughts, her post received close to 900 likes! With loving family portraits and cute baby photos to show, couple and parent influencers can definitely capture the audience’s attention! To find out more parent influencers, check out our list of top 10 parent macro-influencers in Southeast Asia!

 

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Bài viết do Sng Yixin (B’Lyra) (@snnngorious) chia sẻ

Top Influencer Couples in Southeast Asia

 

Top Influencer Couples in Malaysia

Next up, we have Malaysian macro-influencers Ashley (@ashleylimjinq) and Zero (@zer0________)! According to our influencer analytics platform, Ashley has a higher than average engagement rate of 4.47% compared to similar influencers with only 2.75%. The couple is also active on TikTok and YouTube channels, and are avid pet lovers with an account on Instagram (@zacouple_pets) to document lovely photos of their cats and dogs. 

Last December, the couple partnered with ShopBack Malaysia (@shopbackmy) to entice shoppers to buy gifts during the 12.12 shopping festival and earn attractive cashback via #ShopBackShopFest Mega Sale. With holidays like Chinese New Year and Valentine’s Day around the corner, brands can generate greater awareness for their influencer marketing campaigns by working with couple influencers to spread the message of love. 

 

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Bài viết do Āshley (@ashleylimjinq) chia sẻ

Top Influencer Couples in Thailand

Another hot influencer couple we have is none other than Foiinoii (@foiinoii) and Peerakarn (@ndrew_rmen), who are rising influencers in Thailand! Both individuals are great dancers and they engage their followers by uploading passionate videos of their dance performances on Instagram. According to our influencer data analytics tool, Foiinoii has an engagement rate of 3.03% and majority of her audience is between 19-25 years old. If you are looking to shake things up and run a successful influencer marketing campaign targeting millennials, you will surely fall in love with her feed!

 

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Bài viết do Foiinoii 💥🔥⚡️💯 (@foiinoii) chia sẻ

Top Influencer Couples in Indonesia 

Indonesian influencers Ola (@olakarunia) and Benzo (@benzoitubejo) are one of the sweetest couples on Instagram! Benzo is a professional photographer and founder of wedding photography service, Hijaz Pictura. With a high engagement rate of 3.47%, his followers are mainly concentrated in Indonesia. Together, the couple’s photo on Instagram has earned close to 4.6k likes with 2.9k likes on Ola’s feed and 1.7k likes on Benzo’s feed. Without a doubt, Ola and Benzo’s loving relationship and extraordinary photography definitely makes it to the list of top Indonesian influencer couples to work with!

 

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Bài viết do OLA (@olakarunia) chia sẻ

Top Influencer Couples in Vietnam

Duy & Ý(@candykun107) are a bit different from the rest of the influencers on this list. Unlike the rest, @candykun107 is an Instagram account maintained by Duy & Ý. With an Instagram feed filled with beautiful pictures of food, their followers are rewarded with delicious food places to go to in Vietnam. A great advantage for brands working with Duy & Ý is that they can also tap into the food lover community on immediately! 

For brands that have a specific target audience in mind, working with couples in a particular influencer niche can help to increase the effectiveness of your influencer marketing campaigns. If you’re interested to know about other food influencers, explore our other blog on top trending food influencers to follow in Southeast Asia!

Top Influencer Couples in Philippines

Filipino influencers Raina (@konyoqueen) and Miguel (@mykeeasy) are a power couple on Instagram. Besides their own individual accounts, the influential couple manages a dedicated Instagram page (@corkedandscrewed) with 11.9k followers for their love of travel, wines and spirits. The account has a high engagement rate of 3.11% and they have followers from as far as the United States too! Occasionally, Raina also shares some of her content on YouTube, such as music covers and baking experiences.

 

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Bài viết do Miguel & Raina (@corkedandscrewed) chia sẻ

Curious to find out more names on who are the top influencer couples in your region? Try out our influencer analytics platform and find the right influencer couples to work with for your Valentine’s Day influencer marketing campaign! Sign up for a free demo here

 

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Influencer Marketing Report 2020 – Southeast Asia

January 21, 2021 Posted by In The News, Influencer Marketing 0 thoughts on “Influencer Marketing Report 2020 – Southeast Asia”
The COVID-19 pandemic has caused a great deal of uncertainty to the business environment in 2020, but it also has sped up the influencer marketing wave that was coming. Cooped up at home, consumers have turned to social media to pass the time and interacted with online influencers. 

Accessing a database of thousands of social media influencers, our report provides important insights on the current influencer marketing landscape, from influencer marketing trends in 2020 to the impact of Covid-19 on influencer marketing in Southeast Asia. We also provide useful predictions about the future of influencer marketing which can help brands to gather intelligence and navigate their marketing strategies in 2021.

THE GROWTH OF IG INFLUENCERS

A prominent growth in the number of mid-tier influencers (50k-100k followers) and macro-influencers (100k-250k followers) was witnessed in 2020. This rapid growth rate hints that brands are turning toward macro-influencers to scale up their campaigns to reach a larger audience during the stay-at-home period.

Nano-influencers are also growing rapidly at 33% and is a good choice for brands looking to target niche audiences.

THE GROWTH OF IG SPONSORED POSTS

2020 witnessed a massive 20.8% growth in the number of IG Sponsored posts, as brands leveraged social media marketing to connect and engage with wider audiences.

The COVID-19 pandemic also brought about prominent year-over-year (YOY) growth in sponsored posts for Q3 and Q4 as digital channels became increasingly important for consumers.

PERCENTAGE OF SPONSORED POSTS BY TIKTOK CREATORS

Micro-influencers are receiving the most brand deals (38%) and are most popular with brands. Why is this so? Working with TikTok micro-influencers is an attractive option for brands to run cost-effective influencer marketing campaigns and use lower budgets to reach niche audiences.

ENGAGEMENT RATE BY TIKTOK INFLUENCERS

Influencers with 10k-50k followers have the highest average likes and views on TikTok compared to other influencer tiers.

As Gen Zs and Millennials value authenticity and interaction, micro-influencers are great to collaborate with. It is also highly possible for brands to reach and engage millions in minutes as TikTok influencers often have more views than their follower count.

You can request access to the entire report by filling in the form below:







TOP TIKTOK MACRO-INFLUENCERS IN SOUTHEAST ASIA

January 15, 2021 Posted by Influencer discovery 0 thoughts on “TOP TIKTOK MACRO-INFLUENCERS IN SOUTHEAST ASIA”

Having gained immense traction in 2020, TikTok has grown to become one of the most popular social media channels among Gen Z and millennials. With 41 percent of TikTok users between 16 and 24 years old, TikTok is a powerful platform for brands looking to expand their reach and drive viral content among the young generation.

Beauty and fashion are among the most active industries that collaborate with TikTok influencers, but the number of industries is multiplying. To help brands find the best TikTok macro-influencers for their campaigns, we compiled a list of some of the most engaging creators on this video app. Let’s dive into it now!

Jayda (@jedijayda)

Jayda is not just a TikTok personality, she is also a popular Filippino singer. On top of her beautiful voice, she showcases a variety of content including funny dances, lip-sync and lifestyle videos. Her recent collaboration with @maccosmetics on TikTok also gained a lot of traction. According to our TikTok influencer analytics, Jayda has an amazing engagement rate of more than 17% with over 880k followers.

You can check out her songs at her Youtube channel Just Jayda.

@jedijaydathere’s always a lipstick for every mood 😉💋 which look is your fave one? comment down below! ##moodflip ##MACPowderKiss ##fyp ##foryoupage @maccosmetics♬ #MoodFlip – MAC ft. Cael D.

Jianhao (@thejianhaotan)

Jianhao is among the top engaging macro-influencers in Singapore. He has a very engaged audience on both Instagram and TikTok. His TikTok account is a mix of different video content and entertaining clips including his day-to-day life and funny moments with family. He also regularly collaborates with his wife and fellow social media influencer, @realdebbwie. He currently has an engagement rate of more than 20% and over 500k followers with a diverse follower base in Southeast Asia.

@thejianhaotan##fyp ##foryou waiter there must be some kind of mistake? @realdebbwie♬ original sound – TotallyGio

Ahbren (@ahbren88)

Ahbren is a full-time TikTok influencer that gained popularity thanks to her creativity and great sense of humor. She curates various content including funny videos, pranks, challenges and more. With an incredibly high engagement rate (more than 18%) and over 880k followers, Ahbren is someone you can trust to create highly engaging videos. 

@ahbren88这钱真的和我们八字不和 Nak untung RM50 pun begitu susah 🤣 @tiktok_malaysia @benedict1992 @juncheng0514 @liteng89 ##comedy ##synchrochallenge ##tiktoksingapore♬ original sound – ahbren18 敏敏 – Byebye敏敏 💗 ahbren18

Afifah Riyad (@afifahriyad)

Afifah is one of the hottest and most engaging TikTok macro-influencers in Indonesia. She posts a variety of lifestyle, vlog, dance, and lip-sync content. According to our TikTok influencer analytics, she has gained for herself a high engagement rate of more than 14% with over 900k followers who are mostly millennials. Her charming beauty makes her an influencer you can consider to promote beauty and fashion products. 

@afifahriyadyukk langsung aja cek instagramnya di @Haluu.essentials♬ original sound – Afifah Riyad

Ngo Huynh Dang (@ngohuynhdang)

On a platform dominated by dance and entertainment videos, Ngo Huynh Dang is a breath of fresh air. He creates amazing time-lapse videos that attract millions of clicks and an average engagement rate of more than 200%! He also has a diverse follower base from the Philippines, Thailand and Indonesia. As his content is not something everyone can find on TikTok, partnering with him could bring a fresh angle to your marketing campaign.

@ngohuynhdangTrồng dưa hấu từ hạt cực dễ ##timelapse ##amazingtube mọi người ghé kênh youtube ủng hộ với ạ!♬ nhạc nền – Đăng Ngô – Ngô Huỳnh Đăng

Bryan Anderson (@bryanandersonw)

Bryan Anderson is a Malaysian TikTok influencer worth your attention. His content mainly comprises humorous clips as well as lip-syncing videos. As a rising TikTok star, Bryan has a high engagement rate and over 1M followers, most of whom are Gen Zs. If you’re looking for an influencer to resonate with young audiences, you can consider adding Bryan to your list! 

@bryanandersonwIkutan ##LazadaHaul Challenge buat dapet iPhone 11 dan voucher 500K ##LazadaHaul @lazadaid♬ original sound – Bryan Anderson

Boss Kate Mae (@kateyong_mae_oe)

Boss Kate Mae is a TikTok creator and a story-teller in Malaysia. Her account is mainly filled with videos telling different stories around her character, “Boss Kate Mae” and she has a large follower base with nearly 1M followers, mainly based in Malaysia. Collaborating with Kate is a great idea if your brand is seeking to promote products in a creative and relatable way!

@kateyong_mae_oeBerkelakuan sopan & saling hormat menghormati jika nak bekerjasama. ♥️✌🏻 ##bosskate ##maeinfluencer ##MAE事业 ##inspiration ##tiktok ##positive ##morethan60s♬ original sound – Boss Kate MAE

 

TikTok is a social media channel with enormous potential for influencer marketing. Just like running influencer campaigns on other platforms, the key to creating successful TikTok campaigns is to partner with the right influencers so you can reach out to the right target audience. Check out how Affable’s influencer analytics platform can help you find the right TikTok influencers for your next influencer marketing campaign.

 

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How to use Brand Activism in Content Marketing

January 12, 2021 Posted by Influencer Marketing, Uncategorized 0 thoughts on “How to use Brand Activism in Content Marketing”

2020 is a year that will be remembered for a lot of things, from Australia wildfires fuelled by climate change to the uprising against racism and the global COVID-19 pandemic. More than ever, brand activism has become increasingly important as brands are taking action to make a positive impact on society. 

Consumers appear to be more loyal to brands that go beyond selling their own product or service. According to Edelmen’s research, more than half (53%) of consumers agree that every brand has a responsibility to get involved in at least one social issue that doesn’t have a direct impact on their business. In another survey conducted by Sproutsocial, 43% of consumers said brands should speak out when an issue directly impacts their brand. Marketing Dive also pointed out that millennials have the highest expectations for brands to speak out as 46% of the age group expect brands to be brave, followed by 42% of Gen Z. 

While there’s nothing wrong with trying to turn a problem into an opportunity, many brands are being criticized and accused of taking advantage of unfortunate situations. Let’s find out what are the right ways for brands to step into social issues and learn from the best campaigns.

Brand activism that created momentums 

The Covid-19 outbreak has forced many brands to completely change the way they used to communicate with their audiences. For the first time, McDonald’s decided to redraw their “M” icon to reinforce the importance of social distancing. Coca-cola also put spaces between the letters in Times Square emphasizing the message: “Staying apart is the best way to stay united.”  Guinness’s ad We will toast again was among the first ads that sent a voice of hope and positivity amid the ongoing pandemic, receiving great responses from the audience. 

Making a statement, changing the slogan or running ads are no longer enough as consumers want to see brands taking real action. During the pandemic, a lot of brands gave back to the community through various COVID-19 charity initiatives. Some also partnered with influencers to raise awareness for their campaigns such as the Pomelo Cares Initiatives and #ReindeerReady campaign from McDonald’s. Among the various charity initiatives, Securian Financial’s UGC campaign Life Balance Remix stood out from the rest. The campaign encouraged people to share content about how they’re balancing their new lives at home, and for every post with hashtag #LifeBalanceRemix, they donated $10 to Feeding America. According to Hootsuite, the campaign generated over 2.5 million impressions across Twitter and Instagram. 

In times of crisis, it is critical for brands to maintain a positive attitude towards the situation. Giving proper advice, sending hopeful messages are great ways to motivate and engage consumers. Brands can also launch charity initiatives to support the community with their available resources and budget. Read our previous blog COVID-19 Charity Initiatives to find out how brands are practicing social responsibility in different ways. 

2020 also witnessed the uprising against racism with the Black Lives Matter movement. Among the wave of support for the movement, Procter & Gamble nailed their campaign with a series of thought-provoking films that highlight racism experienced by black men in America, inspiring individuals to take action to create the world we want to live in. We’ve also seen a lot of good examples of brand activism from big-name brands such as AirBnB, Shopify, Peloton, Uber.  

Regarding the LGBT movement, Oreo and Pantene are among the major brands that speak up to support the LGBT community. While Oreo’s ad Proud Parent sends an inspiring message about how important it is for parents to accept and support their homosexual children, Pantene has partnered with the Family Equality Council to donate $1 for every photo sharing your own #BeautifuLGBTQ family! Noticing that influencers can also be credible communicators, Pantene partnered with numerous LGBT influencers to spread the word for their campaign.

 

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Bài viết do DADDY and PAPA | LGBTQ+ (@daddyandpapa) chia sẻ

 

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Bài viết do The Property Lovers (@pjandthomas) chia sẻ


Takeaway: Recently, we’ve seen a huge wave of ads supporting the Black Lives Matter and LGBT movement. The question is whether your brand should get involved in these issues, and which issue is best to tackle. Although there are a lot of ads that inspire change out there, there is always a risk for brands to take a public stance on controversial issues. Let’s read on to find out a few examples that fell flat on their faces.

When brand activism went wrong

Bupa Australia

While playing on customers’ fear of the coronavirus can help brands capture customer’s attention instantly, it can also result in massive backlash and criticism from the audience. 

To promote its insurance program during the pandemic, Bupa Australia used the image of an empty shelf (and the lack of toilet paper) with the message: “Don’t panic. Get Bupa Health Insurance”. The post was criticized to create unnecessary panic among customers as the image illustrates product shortages, not to mention that it is not consistent with the message in their content.

L’Oréal 

In June 2020, to express their support for the LGBT movement, L’Oréal shared a post on Twitter: “L’Oréal Paris stands in solidarity with the Black community, and against injustice of any kind.” The post immediately sparked anger among its followers and made this brand the subject of heavy criticism on social media. This is because 3 years ago, L’Oréal suddenly dropped Munroe Bergdorf, a trans-Black woman, from their campaign when she spoke out publicly against racism and white supremacy.


In response to the Tweet, she made a long post expressing her anger and sharing her emotional & professional harm caused by the brand’s decision. The model also called the brand to apologize and emphasized that the Black Lives Matter “should not be co-opted for capital gain by companies”. 


A few days later, L’Oreal new leader decided to invite Munroe to join the company’s U.K. diversity and inclusion board to support the LGBT movement. They also plan to make donations of over $28,000 to Mermaids, a U.K. charity supporting transgender youth, and UK Black Pride, an annual event for LGBTQ people of African, Asian, Caribbean, Middle Eastern and Latin American descent.

Oreo

LGBT-inclusive ads are never risk-free, so is Oreo’s ProudParent. The ad received certain backlash which mostly come from the anti-LGBT communities on social media, with one group even calling to boycott the brand. Last October, the conservative advocacy group One Million Moms launched a petition threatening to boycott Oreo as it is “pushing the LGBTQ agenda on families.” They stated: “Oreo and parent company, Mondelez International, have begun airing a gay pride commercial which has absolutely nothing to do with selling cookies.” 

According to Advocate, One Million Moms is a frequent boycotter of pro-LGBTQ+ initiatives, and despite its title, it has fewer than 5,000 followers on Twitter. Despite the warning, Oreo maintained silent and continued making efforts to include the transgender community in the marketing.

How to use Brand Activism in Content Marketing 

1. Become part of the solution, not the problem

Brands need to avoid communication that is hardcore selling or anxiety-triggering in the middle of a social matter. Bupa’s controversial ad, whether it is done on purpose or not, is not a good example of brand activism. Audiences want to hear from brands during a crisis, but only when they are spreading positive, hopeful messages that can comfort or offer practical solutions. 

2. Distinguish your message from others 

Pushing out PR and trying to fit into the conversation are good strategies, but it’s not always the right formula for brand activism. Chances are that your brand will convey the same message that others are deploying and will not be able to find a good place in the conversation. Instead of jumping into the problem too soon, it is important to spend some time observing, listening to your customers and engaging them in a creative way. Securian Financial is a prime example of brands that nailed its campaign by listening to customers.

3. Speak up when the issue is related to your core value

Brands should not voice their opinion on big social issues just because it’s trending or other companies are jumping on the bandwagon. They need to go through a thoughtful process of assessing the situation and choosing the issues most relevant to their core values. Otherwise, the audience will look at you as an opportunist trying to take advantage of the situation and react negatively to your brand activism. 

4. Be prepared for criticism 

There is always a risk for brands to engage in social and political issues. Many brands are trying their best to create an ad that inspires, but we often control the public’s response to it. L’Oreal and Oreo are examples of brands that had 2 different responses when faced with a backlash: One admitted their mistake and took action quickly to cool down the situation, while the other chose to stay silent and remain consistent with their values.

 

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5 WAYS TO BOOST ENGAGEMENT WITH USER-GENERATED CONTENT

January 7, 2021 Posted by Influencer Marketing 0 thoughts on “5 WAYS TO BOOST ENGAGEMENT WITH USER-GENERATED CONTENT”

Consumers nowadays are no longer passive shoppers. They look for expert opinion and customer reviews before buying, share about products they love, and most importantly, create authentic content with the power to influence others’ purchase decisions. According to Crowdtap and Ipsos, user-generated content (UGC) is more trusted than other types of media by 50% and is an important marketing strategy to help brands build trust and grow sales.

Ready to take your brand to new heights in 2021? Let’s take a look at some of the most inspiring user-generated content (UGC) campaigns in the world to learn from for your UGC strategy!

1. Create Contests or Giveaways

Holding contests or giveaways is a classic way to have your customers get involved in your marketing campaign. To gain more social media traction, brands can consider collaborating with social media influencers in a compatible niche to reach a wider audience. 

Offering a compelling prize is also a crucial element to encourage more to join the campaign. However, a good reward is not necessarily an expensive gift or a large amount of money. Back in 2014, Starbucks came up with the #WhiteCupContest, encouraging customers to create artistic doodles on their white cups. To take part in the contest, users had to take a photo of their cups and post it on social media with #WhiteCupContest. The best part? The winning white cup drawings get to be featured as Starbucks’ limited edition reusable plastic cup!

The contest, of course, created a buzz on social media. Within 3 weeks, there were 4000 cups drawn by users uploaded on Twitter and Instagram. Riding on the huge success of #WhiteCupContest, Starbucks came up with another contest in 2016, called the #RedCupArt challenge. Once again, the campaign generated a huge amount of user-generated content and helped consumers usher in the holidays with Starbucks’ festive red cups. Without pouring millions into marketing, Starbucks captured the hearts of many by creating not one, but two impactful user-generated content campaigns!  

 

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Bài viết do Starbucks Coffee ☕ (@starbucks) chia sẻ

2. Send motivating message

Building an emotional connection between your products and customers is one of the best ways to improve customer engagement and form long-lasting relationships with customers. Let’s take a look into Aerie and Dove’s campaigns to learn from their inspiring campaigns.

In 2014, the women’s clothing company Aerie launched the #AerieREAL campaign to promote body positivity and inspire women to be comfortable in their skin. The brand encouraged users to post unedited photos of themselves in Aerie’s swimsuits and shared customers’ photos with encouraging captions. As part of the company’s 6-year initiative to promote real women’s bodies, the campaign was a move to empower women who are fed up with the idealized body type promoted by fashion brands. By spreading the message of body positivity through its customers using user-generated content, there was also a huge boost in terms of brand image.   

 

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Bài viết do Aerie (@aerie) chia sẻ

 

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Bài viết do Aerie (@aerie) chia sẻ


Dove’s campaigns are well-known for promoting beauty in all shapes, forms and colors. One of the UGC campaigns we can take inspiration from is the Real Beauty campaign. Dove ambassador and television producer Shonda Rhimes encouraged women everywhere to share their stories and explore their beauty through photos and videos. Dove’s famous ad Real Beauty Sketches also explores the gap between how others perceive us and how we perceive ourselves. The idea was to change how women and girls see themselves represented in media and culture. 

The campaign received positive feedback from the media and gathered lots of stories sent by their customers. To utilize the user-generated content, Dove also created a campaign page and featured their stories on it. 

 

3. Incentivize customers to create user-generated content

By giving customers good incentives to feature your product/service, brands can generate a huge number of organic content and tap into their follower communities. 

Hilton Grand Vacations, one of Hilton’s world-class global brands, encourages customers to upload their holiday pictures on social media with the hashtag #myHGV before featuring some of the best images on its Instagram feed (@hiltongrandvacation). The user-generated content acted as a source of inspiration for potential customers to book the next vacation at the hotel!

Furniture brand Wayfair inspires their audience to transform their living spaces by featuring beautiful home decor ideas using Wayfair items. This brand also partnered with numerous influencers to boost awareness for the campaign. To date, #wayfairathome has more than 55k posts on Instagram showcasing stunning home decoration across all styles and budgets! 

 

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Bài viết do Wayfair (@wayfair) chia sẻ

 

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Bài viết do Lee Anne Benjamin (@leeannebenjamin) chia sẻ

Recently, YesStyle, a global retailer of Asian beauty and fashion products, has gained a lot of social media traction with its ingenious YesStyle Influencer Program. Registering to become a YesStyle influencer gives shoppers a chance to receive attractive benefits such as earning commission and getting shopping discounts. Ever since YesStyle announced its influencer program at the end of January 2020, there were more than 4000 organic posts created by its influencers, alongside a huge number of Youtube unboxing videos and giveaways.

 

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Bài viết do Audrey Chow 周沛辛✨ (@audreychoww) chia sẻ

What’s also worth mentioning is their commission scheme. When followers shop through the reward link, influencers will earn a higher commission rate compared to using the reward code. This small but important detail is a great contributor to drive traffic to the website and improve their SEO performance.

4. Collaborate with influencers

Influencer marketing is a great way to generate buzz around your products. While we mentioned many influencer marketing campaigns in our previous blogs, one campaign that stands out recently is the collaboration between technology giant Samsung and famous Kpop influencer, Blackpink. 

In early 2020, before the release of the Galaxy A model, Samsung collaborated with Blackpink to launch the hashtag challenge #danceAwesome. The dance challenge includes a short dance on the campaign’s catchy music, “Awesome screen. Awesome camera. Long-lasting battery life,” which perfectly highlights the smartphone’s features. The challenge also involved the participation of hot TikTok influencer @hollyh who has more than 16 million followers.

@samsungJoin the Galaxy A ##danceAwesome challenge with @bp_tiktok !♬ original sound – Samsung

The challenge, of course, spread through social media like wildfire, resulting in 16B views, 4.7M user videos and a significant increase in purchase intent. Besides the catchy music and involvement of Kpop celebrities, Samsung also used a financial incentive to trigger engagement as the selected winner would have a chance to receive a free Samsung Galaxy A71! 

@hollyhworking with @samsung on my audition for blackpink 😂 ##danceAwesome ##galaxyA ##ad♬ Awesome Phone Song(BLACKPINK Ver.) – BLACKPINK

5. Personalize your product

Customers love personalized items. By offering personalized products, brands could make customers feel special and spark social conversations naturally. While you might think it is challenging to customize your products at a large scale, let’s take a look at how the most famous beverage brand Coca Cola did it!

In 2012, Coca launched the ‘Share a Coke’ campaign which replaced the Coca-Cola logo on cans with 150 of the most popular names in Australia. Thereafter, the campaign expanded to over 70 countries and more than 500k names as customers flocked to their local stores to look for Coke cans named after them and show it on social media. According to StoryBox, there was an 870% increase in Facebook traffic, 2 out of 5 Australians bought a Share a Coke pack, and more than 200k tweets from customers over the world used the #ShareaCoke hashtag.

Think that is all? This year, Coca Cola leveled up its user-generated content strategy by producing Coke bottles printed with “frontline heroes”, “doctor” and “nurse”, in honor of frontline workers who are fighting against the Covid-19 pandemic. Using personalization, brands are putting their customers in the spotlight as brand advocates to attract those around them and increase brand loyalty among existing customers. 

 

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Bài viết do Just Another Girl (@freddiemymuse) chia sẻ

 

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TOP 10 PARENT MACRO-INFLUENCERS IN SOUTHEAST ASIA

January 5, 2021 Posted by Influencer discovery 0 thoughts on “TOP 10 PARENT MACRO-INFLUENCERS IN SOUTHEAST ASIA”

Being a parent in today’s world is tough. The closure of schools due to Covid-19 has exerted more pressure for parents to keep their children safe during the health crisis and provide additional support for learning at home. Parent influencers have also received more attention than ever as social media users seek advice on nourishing and taking care of their families. 

Previously, we curated a list of top parent micro-influencers for brands to work with in Southeast Asia. This time, let’s check out who are the Top 10 parent macro-influencers in this region to find the best fit for your next influencer marketing campaign!

Top Mom Macro-Influencers

1. Gita VBPR

Gita is among the top parent macro-influencers with high engagement rates on Instagram. Having an incredible engagement rate of nearly 7%, her secret lies in creating authentic content. She regularly shares her honest experience of having children, parenting advice as well as uplifting content for parents. If you’re searching for an authentic, engaging influencer to promote your product, Gita should be at the top of your list!

You can also find Gita on her Youtube channel with more than 2M subscribers.

2. Kryz

@kryzzzie is a Filippino parent influencer worth your attention. Her Instagram feed is aesthetically pleasing with beautiful photos of her family. She has a long record of partnering with major beauty & fashion brands such as @revolve, @lauramercier, @melissaphilippines and @kiehlsphilippines. Providing a consistent aesthetic look in her Instagram feed, @kryzzzie has earned a high engagement rate of more than 5% and over 900k followers, with a large follower base in Southeast Asia. 

3. Andi Manzano Reyes

Another inspiring parent influencer and wellness expert in Southeast Asia is @andimanzano! Being a mom of 2 lovely daughters, her content covers a wide range of topics including outdoor activities, advice for parents and funny moments with her children. She also manages Instagram accounts for her daughters (@ameliamanzanoreyes and @oliviamreyes) where she shares their adorable photos: You can watch more about her parenting journey on her Youtube channel.

4. Natasya

@natasyanazreen is among the most popular macro-influencers in Malaysia. Being the founder of @wanite.hijab, Natasya regularly features her fashion brand and posts about lifestyle on top of her life as a mother. According to our Instagram influencer analytics, Natasya has a high engagement rate of 4.66% with over 600k followers mainly based in Malaysia. 

5. Debbie

Fashion and beauty influencer @debbwie actively showcases her life as a mom. Her Instagram is a mix of heartwarming family moments and her amazing outfits. As a macro-influencer, @debbwie has an impressive engagement of more than 9% with a diverse audience from Southeast Asia countries. If you’re finding a cool mom to bring a new breeze to your parental content, @debbwie should be on your list!

6. Dani Barretto-Panlilio

Mom to a lovely daughter, @danibarretto loves to share her parenting experience, take care of her kid and cook for her family. When she is not posting about her family, she shares her healthy home-made dishes and delicious recipes. You can also find her on her Youtube channel with more than 200k subscribers.

Inspiring Dad Influencers

7. Hassan

Besides mummy influencers, daddy influencers are also gaining traction. Our Instagram influencer analytics ranks @hassanalaydrus in the top parent macro-influencers with the highest engagement rates! Scrolling down his Instagram feed, your heart will melt as you see the happy father-daughter moments he shares. With a highly engaged follower community and an engagement rate of nearly 12%, Hassan is definitely someone you can count on for a successful influencer campaign!

8. JianHao Tan

Jianhao is an influential Instagram influencer and Youtuber in Singapore. While Jianhao curates a variety of content on YouTube, he mainly shares about his daughter and family life on Instagram. He has a high engagement rate of more than 5%, with over 640k followers concentrated in Malaysia and Singapore. His wife is also a popular parent influencer in Singapore: @debbwie!

9. @aprilianoyudha

Yudha is an engaging parent Youtuber and macro-influencer on Instagram. His Instagram is filled with entertaining videos about parenthood and family life. What’s a better way to engage the audience than producing captivating video content? You can head over to his Youtube channel to find out more about his ongoing web series and how you can collaborate with him to create a fascinating influencer marketing campaign!

10. Andrew

As mentioned in our previous blog about parent influencers, @andrew.white._ is a famous daddy influencer and self-proclaimed fitness addict in Indonesia. He provides a consistent aesthetic look in his Instagram feed with stunning photos of his family engaged in different outdoor activities. He also has a high engagement rate of 2.64% with over 700k followers concentrated in Indonesia

Not every influencer is a good fit for your brand. After considering their true reach and engagement, the next thing you want to know is if their audience’s demographic matches your target customers. Read on to find out how Affable Influencer Discovery Tool can help you find the right influencers or request a demo on our website. 

 

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Top Trending Food Influencers to Follow in Southeast Asia

December 14, 2020 Posted by Influencer discovery 0 thoughts on “Top Trending Food Influencers to Follow in Southeast Asia”

“There is no sincerer love than the love of food.” Food joins and unites people from all walks of life. Lockdowns all over the world due to the COVID-19 pandemic have also made many into better chefs. As consumers turn to their social media feeds for cooking inspiration and recipes to share, food influencers play an increasingly important role in our lives. To resonate with and impress your audience, let’s explore the list of food influencers you can work with for your next influencer marketing campaign! 

Famous Celebrity Chefs  

When it comes to food, how can anyone not know about Gordon Ramsay? With 16.3 million subscribers on YouTube, celebrity chef Gordon Ramsay has a string of successful restaurants under his name and is known for his high standards when it comes to food. If you’re looking for amazing recipes to follow this holiday season, Gordon Ramsay has you covered with his Thanksgiving Recipe Guide video and shows you how to cook Carbonara in less than 10 minutes. Alain Ducasse (@alainducasse), George Calombaris (@gcalombaris), Nigella Lawson (@nigellalawson), and Cat Cora (@catcora) are also world-famous celebrity chefs with stunning recipes to share on television. 

But the influence of celebrity chefs is not limited to those mentioned above. Local celebrity chefs in Singapore are also cooking up a storm with recipes that can satisfy local taste buds. Celebrity chef, Willin Low, was chosen by the Financial Times as one of Singapore’s best chefs and is known for “reinventing the city’s traditional food culture”. His Instagram page (@willcookwilleat) has over 47.4k followers which he constantly feeds with dining recommendations and cooking tips. If you’re interested in fusion food, you would love his creative Krapow Pasta!

 

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Bài viết do Willin Low (@willcookwilleat) chia sẻ

Celebrity chef, Eric Teo, is also a famous TV personality with 24.8k followers on Instagram. Consumers who tune in to his live streams on Shopee Live will not only see him promoting Tefal cookware and Barilla Pasta products but also get to learn useful tips on how to prepare mouth-watering dishes! With video marketing on the rise in 2020, brands can consider partnering with celebrity chefs to showcase their products together with the skillful recipes offered by celebrity chefs! In particular, E-commerce brands like Shopee have been using live streaming to deepen engagement with consumers. 

Besides live streaming, read our other blogs to find out what are the other top 3 video marketing trends to leverage and other successful e-commerce influencer marketing campaigns out there! 

Top Food Influencers in Singapore 

While celebrity chefs are highly influential, well-known bloggers and influencers like @danielfooddiary, @sethluicious and @missstamchiak also command a great following in Singapore. Constantly providing new food places for Singaporeans to check out, it is no wonder that consumers rely on them to check out where’s the best place to go for their next meal.  

However, micro-influencers are also on the rise. Despite a lower following, micro-influencers have high engagement rates and real influence in their community. Consumers are now looking for micro-influencers who are foodies just like them and can connect with them to provide authentic restaurant reviews. With a thriving Food and Beverage scene in Singapore, brands entering the market can consider working with micro-influencers to build a loyal customer base and generate a higher marketing ROI. 

Heard of Kaya Toast gelato and Chips Ahoy flavoured gourmet popcorn? @pauline.seefood.diet with 11.6k followers on Instagram is known for sharing news and interesting food with her followers. Brands that have new products or menu items to share will surely like her adventurous spirit. After all, one cannot be an opinion leader without leading the pack! 

A Singaporean nano-influencer worth your attention is @yvonnemsw with a stunning engagement rate of 6.95% compared to similar influencers at only 2.77%! Despite having just over 7k followers on Instagram, her well-maintained account showcases delicious family meals and her great culinary skills. If your brand is looking to connect to the chefs in every household, you can definitely find them among her followers. Simply start by showing how your brand can spice up home-cooked meals using authentic reviews and honest captions!

For stunning photography and professional reviews this Christmas season, Singapore food influencer @wensdelight’s Instagram is filled with eye-catching photos of food. In a recent collaboration with @breadtalksg, Wendy gave a sneak peek of some of Breadtalk’s festive treats, including a beautiful cake shaped as a Christmas tree! 

 

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Bài viết do Wendy Han (@wensdelight) chia sẻ

Top Food Influencers in Southeast Asia

Top food influencers in Southeast Asia are also joining in on the Christmas festivities with Filipino food influencer @mustlovemom, holding a giveaway for salad making kits by @ladyschoiceph. Other influencers in the same campaign include @dimplesromana, @dyosathemomma, @chacruzbehag, @kryzzzie. Check out our other blog to get inspired with other brilliant ideas for your Christmas Influencer Campaigns this holiday season!

 

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Bài viết do Aliza Apostol – Goco (@mustlovemom) chia sẻ


Besides Christmas recipes and holiday feasting, consumers are also starting to eat healthy and are increasingly health-conscious due to the COVID-19 pandemic. Among wellness influencers who have been rising in popularity, food influencers who feature healthy recipes on Instagram are also gaining more attention. Thai food influencer, @kungnang_kncooking’s plates full of colorful veggies and greens serve as inspiration for her followers to keep a ketogenic diet. 

 

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Bài viết do KungNang Palayanon (@kungnang_kncooking) chia sẻ

Other noteworthy food influencers in Southeast Asia include Thai micro-influencer, @sup_ware, who takes amazing photos of Thai desserts. According to our influencer analytics platform, Filipino home chef, @foodwithmae also has a consistent growth in followers. Her unique food recipes made her collaboration with @anchor_dairy stand out from the rest by using crumpets to make burgers! 

 

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Bài viết do Mae Magnaye-Williams (@foodwithmae) chia sẻ

BONUS: How to Collaborate with Food Influencers

In light of the COVID-19 pandemic, brands are heavily promoting their food delivery options which are increasingly popular due to social distancing. Food delivery platform, @mula_eats, recently partnered with Malaysian micro-influencer, @evaxueying, to offer exclusive promo codes and the post was well-received with over 400 likes. Other Malaysian influencers like @intan.nurmaisarah, @viikochin, @matthew_kuan and @syaflatif also impressed their followers by showing what they ordered using the platform! 

 

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Bài viết do Evaxueying | USANA✌🏻 (@evaxueying) chia sẻ

At the same time, brands are also practicing social responsibility by giving back to the community through various COVID-19 charity initiatives. An encouraging example is by Gully Kitchen and Bar (@gully.sg) which collaborated with @nahmj and @foodmakescalhappy to run a special promotion. Customers got to receive a 10% discount for every order and “all proceeds from the 10% discount were donated to the government’s COVID-19 Temporarily Relief Fund which provides assistance to those facing job loss.” By working with influencers, brands can showcase their amazing spread of food and create a powerful impact on the community! 

 

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Bài viết do Michelle Nah (@nahmj) chia sẻ

Interested to find more micro-influencers in Southeast Asia to work with? Check out our Comprehensive List of Top Micro-influencers in Southeast Asia and request a demo on our website to find out how our Influencer Discovery tool can help your brand find the right influencer

4 Brilliant Ideas for Your Christmas Campaigns

December 5, 2020 Posted by Influencer Marketing 0 thoughts on “4 Brilliant Ideas for Your Christmas Campaigns”

Christmas is coming to town, which means that a huge wave of Christmas campaigns will be arriving on our social media feeds! After all, who can resist some holiday shopping for Christmas? In preparation for this year-end shopping frenzy, brands all over the world have come up with brilliant holiday marketing campaigns to draw customer’s attention, drive engagement and boost sales. 

With the COVID-19 pandemic in view, it is predicted that consumers will be turning to online platforms to do their Christmas shopping this year. With the growing popularity of social commerce and shoppable features, more and more brands are collaborating with social media influencers to run impactful influencer marketing campaigns. To help brands brighten up your Christmas campaigns, we’ve put together some of the most meaningful ideas to serve as inspiration for you. Let’s grab a cup of hot tea and enjoy! 

Drawing on the value of families

People love to spend quality time with friends and families on Christmas. Injecting a sense of warmth and love into Christmas campaigns is a fail-proof way to promote products during the holiday season and can be applied to brands in almost any niche and industry. By tapping into these special moments, brands can easily grab customer’s attention while highlighting their products in a creative way. 

In particular, influencers can show how products can be used to strengthen family bonds and make Christmas more fun and memorable. For example, mummy influencer from Australia, @notsomumsy, showcased how playing board games can be a fun activity. Another mummy influencer from California, @caitlin.teal, took a photo of her family in cute Christmas-themed pajamas for a special family movie night!

 

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Bài viết do MARCIA LEONE (@notsomumsy) chia sẻ

 

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Bài viết do Caitlin Teal Baker (@caitlin.teal) chia sẻ

While holidays and family gatherings are meant to be warm and special, it can be a tough experience for some people. “137 million Americans will travel home this holiday season, but 44% of LGBTQ+ people feel they can’t come home as their true selves, fearing their identity won’t be accepted”, stated by Pantene. That’s why last year, @Pantene, @GLAAD and @TransChorusLA worked together to create a video to raise awareness and empower people to be proud of who they are and however they come home! To spread the word for the Christmas campaign, Pantene also partnered with a number of influencers in the LGBT community, receiving thousands of compliments and praises for their thoughtful message! 

Tapping into this controversial social issue, Pantene’s campaign is considered a risky but rewarding strategy.

 

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Bài viết do ALLIE+SAM | travel couple (@allieandsam) chia sẻ

 

Taking advantages of the Gift-giving custom 

The custom of gift-giving is what makes Christmas full of joy and surprises. People love to give gifts to each other as a way of expressing their thankfulness and appreciation to those who cared and supported them throughout the year. Wrapping your products beautifully, running giveaway campaigns and offering free shipping are just some of the ways to position your product as a novelty gift for the Christmas season. 

@natiobeauty and @mizzenandmain’s campaigns are examples of how brands leverage the power of gift-giving on their Christmas campaigns. If @natiobeauty’s amazing Gift Set makes you fall in love at first sight, @mizzenandmain raised the game by partnering with male fashion influencer @huntervought and dressing him up with their beautiful shirt which is the perfect Christmas gift for gentlemen!   

 

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Bài viết do Hunter Vought (@huntervought) chia sẻ

Talking about gift-giving campaigns, it would be a big mistake not to mention Coca-Cola’s Bow Label Campaign. In 2013, Coca-Cola transformed its ordinary packaging into a creative, festive bow which generated significant buzz in the UK during Christmas. The brand also partnered with 57 influencers to spread the word for its Christmas edition bottles. According to Packhelp, the Christmas campaign was able to generate over 1,000,000 impressions at a 3% engagement rate. This global soft-drink brand then expanded its holiday packaging to 33 countries to reap a whopping 6.1% increase in sales! The Bow Label campaign is a powerful example that there’s no limit to creativity!

Boosting sales with promo codes & giveaways

There is no surprise that promotions and giveaways are a part of holiday marketing campaigns as it’s a great way to enhance customer’s shopping experience and grow sales. 

For giveaways, an appealing prize alongside with some eye-catching pictures are crucial elements to attract customer’s eyeballs and get them involved in the contest. Multi-day giveaways, in which influencers give out prizes every day for a certain period of time (say, “3 days of Christmas”, “12 Days of Christmas”) is a common tactic to generate high engagement as the followers come back again and again to join the game.

 

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Bài viết do Fleur De Force (@fleurdeforce) chia sẻ


Another way to partner with influencers is to provide promo codes to easily track influencer’s performance. As customers now have the option to buy products without leaving social media apps, it is important to ensure that your campaigns are responsive and mobile-friendly. An example is Pomelo (@pomelofashion) which features influencers donning their outfits on their Instagram page. The brand also hopped on to Instagram Shops to allow its customers to shop on the spot. 

New tools such as Facebook Shops, Instagram Shops, Instagram Checkout and Buyable Pins help brands shorten the customer journey and drive more sales on these platforms. As social commerce is expected to grow rapidly in 2021, including this trend in your overall marketing strategy would be a wise decision to stay ahead of the curve! 

You may also want to read: Why Every Brand Needs A Social Commerce Strategy

Social Responsibility in Christmas Campaigns

What a brand stands for is as important as the image they promote, especially in times of crisis. That explains why Social Responsibility Initiatives are rising in popularity and brands are using it to lead conversations for their Christmas campaigns. This strategy also suits the times we are currently living in, with the COVID-19 pandemic around.   

Last Christmas, to spread the word for its #GivingTuesday campaign, @PayPal collaborated with lifestyle influencer @thelauragaskin, in which customers can choose from thousands of approved charities to donate. Another way to launch Christmas campaigns is to donate a portion of your sales to support those in need, which is what online retailer @targetaus did in their campaign last year. By purchasing a packet of 6 gift tags in all Target stores, customers contributed to UnitingCare Australia and their national network of community service providers, who have been at the front line of service provision for over 100 years.

 

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Bài viết do Laura⚡️Gaskin (@thelauragaskin) chia sẻ

 

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Bài viết do SNEZANA WOOD (@snezanawood) chia sẻ


This year, McDonald’s UK’s Christmas campaign is definitely worth your attention. Titled Inner Child, the advert featured animated characters tells the story of a mother and teenage son finding his own inner child on Christmas Eve. As part of this #ReindeerReady campaign, McDonald’s has committed to funding @FareShareUK to redistribute over 5 million meals to families in need until April 2021. Unlike other campaigns where influencers were featured directly in the video, McDonald chose to partner with a number of UK influencers like @chantellechamps to spread the word for their initiative on social media. 

 

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Bài viết do Kate Thornton (@thekatethornton) chia sẻ

Christmas campaigns are coming in many shapes and sizes. While it can be hard to grab customer’s attention, we hope these ideas will inspire you to create successful holiday influencer marketing campaigns! Affable.ai can help you identify the most suitable influencers for your campaign, track the influencer’s performance and measure the campaign’s effectiveness. Contact us or request a demo to optimize your influencer campaigns and drive more revenue during the Christmas season! 

 

4 BIGGEST VIDEO MARKETING TRENDS IN 2021

November 26, 2020 Posted by In The News 0 thoughts on “4 BIGGEST VIDEO MARKETING TRENDS IN 2021”

In 2020, video marketing has witnessed the fastest growth with the explosion of TikTok, the launch of Instagram Reels and other platforms promoting the use of live streaming and high-quality videos. At a time when audiences have no shortage of video content, creating captivating videos that offer more than just viewing is vital for brands to deeply engage their audiences and build a loyal following. Ready to stay ahead of the game? Here are the top 4 biggest video marketing trends in 2021 for you to include in your next video marketing strategy!  

Video Marketing: Shoppable videos

In 2018, Instagram introduced shoppable photos, giving brands the opportunity to drive more business values from this platform. As the name said, these videos allow viewers to shop on the spot. Upon clicking the product price shown in the video, viewers will be redirected to the online store to complete a purchase. In some cases, the item selected is also automatically added to the shopping cart so viewers can buy it immediately without having to select it again. With its instantaneous feature, shoppable video is a powerful tool to help brands to shorten the customer journey and boost conversions with video marketing. 

Global beauty brand Maybelline has turned their Instagram profile into a shopping venue with shoppable videos and images. By clicking the “view product” icon, customers can also see other related products. To post shoppable content on Instagram, you’ll need an Instagram Business account to upload your catalog, set up listings, then integrate shoppable options in your posts. Businesses approved for Instagram Shopping can tag up to 5 products in a video. 

      

Besides Instagram, Amazon and YouTube jumped into this trend by launching shoppable features on their platforms. Pinterest also has its own version of Buyable Pins where consumers can buy products with a click of the button. This year, TikTok has also announced its partnership with Shopify to ramp up its social shopping features, so brands can reach Gen Z audiences and drive sales on TikTok. As shoppable videos are expected to be a game-changer in the Social Commerce industry in 2021, including this type of video marketing trend in your overall strategy would be a wise decision to stay ahead of the curve!

Live Stream Videos

Do you know that live videos can hook viewers three times longer and produce six times more interactions than other videos? This is because live stream videos create an immediate and intimate connection with the audience, allowing them not only to engage but also to interact with their favorite people or ongoing events.

In the first half of 2020, live stream videos made a huge impact in the eCommerce industry. As coronavirus drove people onto social media platforms, the number of sales from live streaming on social media in Southeast Asia increased from nearly 13% to 67%. Giant eCommerce players such as Shopee leveraged this video marketing trend by collaborating with relevant influencers to get in front of different audience segments. In China, the live-streaming market is thriving as Alibaba has tapped into streaming platform Bilibili to leverage anime video content, together with the entry of other platforms such as Red Live-streaming, Kuaishou (Kwai), the second hottest video app in China, and WeChat.

Besides live streaming, brands can create greater engagement with their followers in a variety of ways including live events, webinars, tutorials, Q&A, Ask Me Anything (aka AMA). Benefit Cosmetics is one of the beauty brands that has integrated Facebook Live into their marketing strategy since 2016. Last May, this brand invited its Chief Beauty Ambassador Annie Ford-Danielson for a Live Q&A session talking about makeup tips, trends, and beauty products. This is a part of their Facebook Live Series aimed to build trust, share useful content and drive more sales on this platform.

While Facebook, YouTube and Instagram are thriving with their Live features, other platforms such as Twitter, LinkedIn, Twitch have started riding on this video marketing trend too. So if you want your business to stay relevant in this digital landscape, build genuine relationships with online customers and boost your conversions, live videos is the way to go!

Soundless videos

Do you know that 85% of Facebook video is watched without sound

With Facebook’s autoplay feature, users don’t have to turn on the volume to watch the videos as it will autoplay silently in the newsfeed. That’s why creating videos that can work with or without sound will help brands spread their messages to all who come across the videos, whether they actually hear it or not. Brands around the world have been creating some of the best videos on the internet that can speak volumes even without the use of headphones. 

One great example comes from TBC Insurance with their video Thanks To Frontliners, expressing their appreciation towards frontlines who are away from family to fight against Covid-19. Another impressive video is The True Cost Of Plastic made by WWF and Prudentials. The video targets plastic pollution, a growing environmental problem in Vietnam, urging people to take action today and switch to eco-friendly products. Besides the purposeful message, the video succeeded in optimizing the captions to grab the audience’s attention from the beginning.

 

Another tactic to make your silent video stand out in the crowd is to amaze the audience with powerful visuals! Let’s take Ikea’s creative ad as an example. In the 1-minute video, someone is “cooking” a meal using Ikea’s kitchen appliances and the final dish is a well-equipped Ikea’s METOD kitchen. The ad hooks the audiences not only by its creative, brilliant idea but also stunning, colorful visuals.

If you are a small business and don’t want to put much effort into creating videos, you can consider online video editing tools that provide ready-to-use templates and allow you to customize it to create your own videos.

 

Videos for Good

The year 2020 so far has experienced many world-changing events, starting from environmental issues (Australian bushfire), the global pandemic (Covid-19) to political conflict (Black Lives Matter protests) and many more. More than ever, brands have started including political and social issues into their campaigns, voicing their opinions through video marketing and spreading inspiring messages to the community.   

An example of a purposeful video marketing campaign comes from Estēe Lauder Singapore. In the midst of the health crisis, this beauty brand engaged their followers with a meaningful video praising frontline workers who are fighting resiliently against the coronavirus and reminding people to stay positive. 

 

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Bài viết do Estēe Lauder Singapore (@esteelauder_sg) chia sẻ

Also in 2020, Procter & Gamble decided to make a series of thought-provoking films to support the Black Lives Matter movement. Their first video The Look highlighted the bias and racism experienced by Black men in America, while their second video The Choice inspires individuals to take action to create the world we want to live in. Other global brands such as AirBnB, Shopify, Nike also supported the movement alongside millions of people sharing inspirational content around this social issue. 

 

Proud Parent from Oreo is one of the most meaningful advert in 2020 supporting the LGBT community. The ad sends an inspiring message about how important it is for parents to accept and support their homosexual children. Starring a real-life couple, this is part of a year-long ProudParent initiative to empower parents, families, and allies to come out in loud, public support of their loved ones.

 

If you want to create an ad that makes people remember your name, delivering videos that inspire is a great strategy to lead social media’s conversions, and foster brand loyalty. However, this is also a risky marketing tactic that could result in backlash or boycott if it isn’t done right. In 2017, Pepsi ad featuring Kendall Jenner received massive backlash from audiences as it was claimed to be mocking a serious political issue. It’s important for brands to stand up for a cause, but it’s also essential to be mindful and conscious of possible reactions from the audience!

 

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Choosing The Best Social Media Channels For Your Campaigns (P2)

November 25, 2020 Posted by Influencer Marketing 0 thoughts on “Choosing The Best Social Media Channels For Your Campaigns (P2)”

In the previous article, we walked through 3 social media channels including LinkedIn, Youtube, Twitter and found out how to leverage these channels to benefit your influencer marketing campaigns. This time, let’s continue our journey to analyze some of the biggest social networking sites and discover the recipe for success!

INSTAGRAM

According to a 2019 survey by Mediakix, 89% of marketers found Instagram to be the most strategically important social channel for influencer marketing. With more than two-third of Instagram users aged younger than 34 years old, Instagram positions itself to be a valuable marketing platform for brands looking to reach young audiences on social media!  

When hearing about influencer marketing on Instagram, most people will immediately think about young, beautiful influencers uploading visually-stunning pictures featuring the endorsed products, and that’s all! However, Instagram influencer marketing is much more than that. If not done right, influencer campaigns can create a lot of controversies, sometimes causing more damage than good. In general, there are 6 types of influencer campaigns for brands to consider, with different approaches and outcomes. Depending on the campaign’s objectives, brands can choose one that is most likely to bring the best result for them. These campaigns include:

  • Affiliate Marketing
  • Giveaway
  • Sponsored post
  • Long-term influencer campaigns
  • Instagram takeover
  • Event activation

In terms of sectors, Beauty, Fashion, Travel, Fitness are top industries that partner with Instagram influencers, yet almost any industry can leverage Instagram influencer marketing, including tech brands. However, If you are a B2B company, LinkedIn would be a more suitable platform to enhance brand awareness and build trust among industry experts and professionals. 

Over the last few years, Instagram has made frequent updates and added more features to strengthen its leading position. The introduction of its latest feature, Instagram Reels, has provided an alternative content type for brands to engage with audiences in a more relatable and genuine way. Some brands which have jumped onto the bandwagon include @louisvuitton, @balmain, together with influencers @junesixtyfive and @wonguy974. The launch of Instagram Reels amidst an impending TikTok ban pushed thousands of creators to jump ship. If you’re still cautious to test the waters, read our blog to find out more about how to run successful campaigns with IG Reels.

PINTEREST

Pinterest, perhaps even more than Instagram, is home to some of the most beautiful imagery on the internet. Including Pinterest in your overall marketing strategy can help brands utilize the beautiful content they have already invested in and extend their reach to audiences on other social media channels.  

An important factor to consider before capitalizing on Pinterest is of course the user demographic. 76% of global Pinterest users are female, and most of them use the platform to search for foods and drinks, style and beauty. If your brand is outside these categories, you might want to consider carefully before joining the game. In terms of geographic reach, the U.S. is the largest market for Pinterest with more than 90 million users, with most users aged between 21 to 39 years old. Promoting on Pinterest allows brands to tap into a valuable market as they make the majority of buying decisions in the US household and control more than 50% of the wealth in the US!

However, there are not many brands running influencer marketing campaigns on Pinterest as most people believe that Pinterest is just a platform to reward nice photos. Yet, the reality is: Most people use Pinterest to look for ideas and inspiration and to help guide them to make their decisions. According to Pinterest statistics, 77% of weekly Pinners have discovered a new brand or product on Pinterest, and 83% of weekly pinners buy something based on Pins they see from brands, making Pinterest an ideal platform to build brand awareness and drive great conversions.

To stand out in a virtual realm where anyone is showing their best pictures, leveraging video content is the best way to grab the audience’s attention. With the recent rise of TikTok, there is an increase in the number of video content on Pinterest as well as TikTok influencers. Hence, we recommend brands to partner with TikTok influencers who have huge followers on Pinterest (or vice versa) and maximize your video content by promoting it on both platforms.  

One of the smartest and most successful influencer campaigns on Pinterest is the Halloween campaign by Sephora. Leveraging the power of user-generated content on Pinterest, Sephora created Sephora’s Beauty Board in which followers could pin their best Halloween makeup look. All users need to do is to upload their Halloween image using hashtag #Halloween and #SephoraSelfie to stand a chance to be featured by this global beauty brand. The campaign generated a buzz in the fashion community, with Pinterest influencers and normal users pinning thousands of images on the board. After the campaign, the board instantly got close to 430,000 followers! 

 

With the increasing users and impressive engagement rate, Pinterest is a promising marketing channel for brands. To better help brands make the most out of the platform, check out Pinterest’s 2020 advertising guide explaining all the features to help brands run effective marketing campaigns. 

FACEBOOK

With over 2.7 billion monthly users worldwide, Facebook is currently the biggest social network worldwide. According to Statista, India is the largest Facebook’s marketplace with 290 million audiences, followed by 190 million from the US. In the Southeast Asia region, Indonesia, the Philippines, Vietnam and Thailand are the countries having the highest number of Facebook users. 

In general, Facebook is a popular platform across different age groups. As of July 2020, most Facebook users were between the ages of 25 and 34 years. Although young adults were the most popular users on Facebook, the use of Facebook among older generations is seeing an increase. In 2019, users born in 1945 or earlier (the Silent generation) grew from 21% in 2012 to nearly 40% in 2019. While there is just a slight increase in the number of millennials and boomers, the use of Facebook among Gen X saw a decline. This shows the adoption of Facebook use in older adults and the early signs that young users are being shifted to other social media channels.

We do not talk much about influencer marketing on Facebook as much as we talk about Instagram, but there are a lot of ways for brands to launch influencer marketing campaigns on Facebook. Check out some of the ideas for your next Facebook influencer campaign:

Cross-Promotions

Most influencers are active on more than one platform, so it is common to have the influencers feature your product on Facebook and other social media channels such as Instagram, TikTok, Pinterest. This helps you increase your reach and enhance your online presence at many touchpoints as possible. 

As  45% of internet users spend more than an hour watching Facebook or YouTube videos per week, it makes sense to partner with TikTok influencers and promotes your videos on both Facebook and TikTok. 

Giveaway/Contest

Having a giveaway or contest is the best way to build conversations around your brand, engage with the audience and drive Facebook users to your site. With this type of campaign, just ensure that you provide an appealing prize in your campaign, otherwise, people will not be interested in joining your contest.

Facebook Stories

Like their Instagram counterpart, Facebook Story is an engaging way for influencers to give your product a shoutout. Besides various filters and effects to delight your customers with good visual content, brands can also add custom links or CTA buttons to optimize the usage of Facebook Stories by driving traffic to their page. 

Facebook Live

In April 2016, Facebook launched its Live feature allowing brands to engage directly with online customers via live-stream videos. Its aim is to stay competitive with Youtube and catch up with the user’s demand for interactive content. Facebook Live is an effective tool for brands to grow their audience and connect with their followers in the most genuine way possible.

One of the most effective contents for Facebook Live is Ask Me Anything (aka AMA), in which brands invite special guests or industry experts to interact and offer live support to customers. Last May, Benefit Cosmetics invited its Chief Beauty Ambassador Annie Ford-Danielson for a 20-minute live Q&As talking about makeup tips, trends and beauty products. This is a part of their Facebook Live Series aimed to build trust, share useful content and build more leads on this platform.

 

As the biggest social media channel, Facebook is a great platform for brands to reach diverse audiences on social media. To give brands greater accessibility to run effective influencer campaigns, our latest feature Facebook campaigns allow you to shortlist influencers, contact, track multiple campaigns and export campaign content for further reports. Contact us or Request a demo to find out more about this feature. 

TIKTOK

There’s no denying that TikTok is a powerful platform to drive awareness and conversions for your business. While YouTube positions itself as the leading platform for long-form video content, TikTok conquered the short-form video market by allowing users to create engaging, addictive content. With 41 percent of TikTok users between 16 and 24 years old, TikTok provides a lot of opportunities for brands looking to expand their reach and drive viral engagement with the young generation.

As the average TikTok engagement rate surpassing Instagram, brands are finding success collaborating with TikTok influencers to create viral content. Branded hashtag challenges are one of the biggest content trends on TikTok that help brands create videos that resonate with the audience. The TikTok challenges can take almost any form, from as simple as the #DJAtHome challenge to a difficult one like #LevelUp or a challenge with a bit nostalgia like #ImJustAKid. However, creating a viral challenge on TikTok is not as easy as it looks – you can’t just come up with any idea and expect a lot of users to follow. 

Let’s take Zalora’s campaign as an example. To drive awareness and new shoppers to their fashion festival in 2019, this brand come up with a 6-day hashtag challenge #Zstylenow. The challenge was spread widely in the TikTok community as it was easy to follow, and participants had a chance to show off their fashion styles. Besides the creative idea and catchy music, ZALORA also used a financial incentive to trigger engagement with a giveaway of up to $200 in ZALORA products per winner!

@zaloraHow many outfit changes can you do for ##Zstylenow challenge? Can you top Jaylyn? ##sponsored♬ Getaway – CHUNNYT

@steffiloves86##zstylenow // with ##style comes confidence & with ##confidence comes style 😘 @alyssaxkht ##tiktok♬ Getaway – CHUNNYT

Just because the hashtag challenges are everywhere doesn’t mean you cannot bring it to the next level. Last year, Nike launched an impactful TikTok influencer campaign Nulla Puo Fermarci (Stop at nothing) which aimed to inspire Italian women to get into sport and tackle gender disparity in the long term. 4 Milanese influencers were chosen and trained by Nike athletes to create dance challenges made from sport moves. These videos went viral as they received more than 100M views, 540k likes, and more than 46k challenges completed in response. By spreading meaningful, inspiring messages that have real-life values, brands are more likely to get the audience on their feet and earn customer loyalty.

Just like other influencer marketing campaigns, the key step to creating successful campaigns on TikTok is to partner with the right influencers to boost your brand awareness and reach out to the right target audience. Check out how Affable can help you find the right TikTok influencers for your next influencer marketing campaign.

CONCLUSION

Each social media channel has its own unique features and user demographics. Depending on your campaign’s objectives, brands can decide to work on one best platform or multiple platforms to create high-impact influencer campaigns. If you need more help launching your influencer campaign or discover talented content creators across social media channels, go ahead and check us out at affable.ai

 

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Choosing The Best Social Media Channels For Your Campaigns (P1)

November 17, 2020 Posted by Uncategorized 0 thoughts on “Choosing The Best Social Media Channels For Your Campaigns (P1)”

Choosing the best social media channels for your marketing campaign can be challenging. Each channel has its unique features and there is no one-size-fits-all social media platform for your influencer campaigns. With the vast number of social networking sites out there, it is important for brands to understand the nature of each platform and work with those which can bring the best results for their campaigns. 

While Instagram appears to be the most referred influencer marketing channel, other apps such as Twitter, LinkedIn, Pinterest can provide a new, unique approach to your campaign. In this series of articles, we’ll be guiding you through the 7 most popular social media channels, including Instagram, Facebook, LinkedIn, Youtube, TikTok, Twitter, Pinterest. Let’s find out how to optimize your usage of these channels for your next influencer marketing campaign!  

LINKEDIN

With over 600 million members and 300 million active users, LinkedIn is among the largest social media channels for professionals. Unlike Instagram where influencers are measured based on follower count,  LinkedIn influencers are industry experts who have in-depth knowledge and real influence in their area of expertise. For that reason, LinkedIn is a suitable platform for B2B firms looking for a formal approach to enhance brand awareness and build trust with their customers online.

Marketing professor and brand strategist David Aaker is a perfect example of a LinkedIn expert-influencer. As a Former Marketing Professor and current Vice Chairman at Prophet consultancy, he has over 268k followers due to his regular sharings of insightful knowledge and perspectives on the marketing industry. 


LinkedIn influencers can be found by searching for keywords or joining relevant industry groups to search for active members. Once a suitable influencer is found, it is advisable for marketers to personalize their outreach. You can start by complimenting their recent work or posts and build a genuine conversation before bringing up a business offer. As most LinkedIn influencers are professionals and can be busy with work, it is important to show your respect and avoid being pushy. 

Common ways LinkedIn professionals can endorse your brand include writing articles, sharing your content or giving a product review. Here’s an example:  

According to LinkedIn statistics, LinkedIn is generating 80% of B2B leads and conversions, reinforcing its position as an important social platform for B2B marketing. Although influencer marketing campaigns on LinkedIn are few and far between at the moment, this platform is still expected to be a game-changing strategy for B2B marketing. 

TWITTER

According to Statista, America is the largest Twitter market with American users making up more than 60 million users as of July 2020. Within Southeast Asia, popular markets include Indonesia, the Philippines and Thailand, making Twitter an ideal platform for brands to tap into these countries. Brands can also use Twitter to reach out to younger audiences as 44% of Twitter users are aged from 18–24.  

More importantly, Twitter is an extremely powerful platform for influencer marketing. According to Twitter Blog, nearly 40% of Twitter users claimed to make a purchase after seeing a tweet from an influencer. Users exposed to a campaign that featured both brand and influencer Tweets also had a 5.2x lift in purchase intent.

Statistic: Leading countries based on number of Twitter users as of July 2020 (in millions) | Statista

So, how can brands build a powerful influencer marketing strategy on Twitter? While hashtags are commonly used on social media channels, Twitter was actually the first to have hashtags back in 2009. Hence, hashtags are an integral part of Twitter conversations and most influencer campaigns go viral by creating trending hashtags. 

Besides creating your own, brands can also tap onto current trending hashtags to ride on new trends and take part in the conversation. Launching campaigns on specific occasions (eg. Halloween, Christmas) is one way you can get your campaign noticed. 

Additionally, influencers can encourage their followers to join a hashtag challenge/ content and share their experience using the product under a particular hashtag. To spread the message and resonate with the audience, brands can also consider combining hashtags with user-generated content. Let’s take a look at 2 campaigns below:

LG USA: In early 2017, in order to boost its sales in the US market, LG USA Mobile ran a singing contest on Twitter with superstar Nick Jonas. Users were encouraged to download the ‘Sing! Karaoke’ app and post their performances on Smule or Youtube. Winners stand to receive up to $5,000 in LG Products and the chance to sing a duet with Nick Jonas! Unsurprisingly, the #SingwithLG contest received huge attention on social media. All good performances were then compiled into 1 video and uploaded on Twitter, receiving over 3.2k likes and more than 700 retweets from the audience. 

Pepsico: In summer 2016, Pepsi came up with a creative campaign on Twitter with their hashtag #SayItWithPepsi. The brand created interesting designs for their products with 200 funny emojis and partnered with influencers to generate online conversations. Featuring unique emojis on their cans, Pepsi encouraged millennials to share their purchase on social media. The campaign went viral quickly and flooded Twitter and Instagram with plenty of user-generated content!

From the example above, it is evident that Twitter is a powerful channel for brands to implement their influencer campaigns. While Twitter’s character limit (less than 280 characters) has its disadvantages, its ability to drive immediate conversations is a powerful advantage brand can leverage on. 

YOUTUBE

Millions of users watch videos on Youtube every day, making it the second-largest social media platform behind Facebook. With 5 millions videos watched per day, YouTube has proved itself to be a powerful platform that can give brands a huge customer reach. Although brands can post videos on other social media channels as well, YouTube is the ideal place for long-form video content which can provide in-depth information about your product or service. The question worth pondering is: How can you make your videos stand out given that there are 500 hours of videos uploaded per minute

1. Impress your Audience with Good Openings

According to Adage, 20 percent of viewers drop off within the first 10 seconds of your video. This emphasizes the importance of creating a wonderful impression in the first 10 seconds. 

2. Create Tutorial Videos

Tutorial or how-to videos is a good way to educate your audience about your products. Beauty brands were one of the first to team up with beauty influencers and Youtubers to create tutorial videos to promote their products. However, this type of video content can be used by any brand. Ensure that you collaborate with those who have the real influence in your niche to add more credibility to your video. 

3. Leverage on Unboxing Videos

Unboxing videos are engaging to watch and easy to make. These videos offer a personal and interesting look at products of all kinds, from foods to cosmetics to high-tech products. You can partner with influencers in your niche or collaborate with popular unboxing Youtube channels to feature your product. 

4. Tap into the Gaming Community

Youtube is one of the platforms that own a big share of the gaming market. That’s why video game companies need to put their money and resources to create impactful Youtube influencer campaigns. In 2017, Next Games created a buzz on social media by their partnership with famous Youtuber Lele Pons in the campaign for their new game “The Walking Dead: No Man’s Land”. The 4-minute video successfully engaged the audience thanks to its creative concept and a great sense of humor!

Do gaming influencers only promote games? Definitely not. Marketers can collaborate with gaming influencers to promote your product in a new and innovative way. Brands can also throw in mentions during live streams and host giveaways with gaming influencers on YouTube. With so many ways for brands outside and inside the gaming industry to partner with gaming influencers, it’s time to consider tapping into this potential customer segment. 

5. Move beyond Traditional Product Endorsements

In our latest blog on influencer marketing strategy for eCommerce, we mentioned the campaign Tiki with Vietnamese artists”, in which Tiki, a popular Vietnamese eCommerce platform, banked heavily on sponsoring more than 50 music videos produced by popular Vietnamese singers. Within a year, Tiki’s blue gift boxes and its brand name appeared more than 2 billion times, reaching 300-400 million users. According to Tiki’s representative, this campaign is 20 times more effective compared to other regular forms of advertising on this platform.

This creative and unique campaign helped Tiki stand out in a highly competitive market, claiming its position as a Vietnamese platform that is willing to take action to support its local culture and values.

Stay tuned for Part 2 of our blog as we continue looking into top social media channels including Instagram, Facebook, TikTok and Pinterest! 

 

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FINDING TIKTOK INFLUENCERS WITH AFFABLE

November 1, 2020 Posted by Influencer discovery, Influencer Marketing 0 thoughts on “FINDING TIKTOK INFLUENCERS WITH AFFABLE”

Launched in the international market in September 2017, TikTok is one of the fastest-growing social media platforms with more than 80 million active users worldwide. Amidst Covid-19, TikTok became one of the most downloaded social media apps in Q1 2020 as the number of installs reached up to 1 billion worldwide. With 41 percent of TikTok users between 16 and 24 years old, brands have been jumping on this video-centric platform to stay connected and engaged with the younger generation. 

In order to launch successful influencer marketing campaigns on TikTok, the first step marketers need to take is to find the right TikTok influencers. Working with influencers who are a great fit for your brand can create tremendous impact by boosting brand awareness to the right target audience and driving an increase in sales. 

Interested to launch a successful influencer marketing campaign on Tiktok? Read on to find out how Affable’s AI-driven influencer marketing platform can help you to achieve your goals and create clever collaborations with influencers!  

Finding TikTok influencers with advanced filters

With more than 3 million TikTok influencers around the world, finding the right TikTok influencer for your marketing campaign can be challenging. Influencers on TikTok cover a wide range of topics from fashion and beauty to quirky tricks and tips. Hence, Affable.ai has integrated TikTok into our Influencer Discovery Tool for brands to discover the right influencers in just a few clicks!  

Using our advanced filters, brands can easily filter TikTok influencers based on: 

  • Location: This filter allows brands to search for TikTok influencers within your region.
  • Topics: Type the keyword or category to discover influencers that fit into your niche. Collaborating with influencers who have the same interest with your business’s category will add much more credibility and relevance to your campaign.
  • Number of followers: Find and work with influencers within a specific range of followers. 

 

Finding TikTok influencers with in-depth analytics

Apart from the added convenience, Affable also provides in-depth influencer analytics to help enhance your decision-making. These include Engagement rates, Follower Timeline and Audience Demographics. 

Engagement rates

An influencer’s engagement rate is an essential factor to consider as it measures the level of interaction followers have with the influencer’s content. In general, we would recommend brands to collaborate with micro-influencers as they often have a high engagement rate compared to other tiers of influencers. Despite lower follower counts, working with micro-influencers can help brands save costs and reach their target audience effectively.

However, with the rising popularity of buying fake followers and automatic comments, ‘follower count’ and ‘engagement rate’ may no longer be enough to demonstrate an influencer’s authenticity as they can be artificially inflated. By tracking the percentage of suspicious followers using Affable, brands can better determine an influencer’s true reach and decide if that influencer is worth collaborating with.  

Follower Timeline

Another factor worth looking into is the Follower timeline. Timelines with sharp spikes suggest that influencers earned a mass-following in a short span. This happens for several reasons such as giveaways, partnerships with big brands, influencer scandals or even buying fake followers. Regardless of the reasons behind, marketers should always be cautious when seeing these concurrent spikes above.

Audience Demographics

Using Affable, brands can find out the influencer’s audience based on their demographics such as age range, location and gender distribution. Having such data helps brands check if their audiences match the demographics of your target market. It keeps marketers from wasting time and money on marketing to those who aren’t likely to be your customers.

Bonus: Content Discovery

Understanding current influencer trends is crucial as it provides marketers with insights about what kind of content influencers are producing and how to strategize your campaign’s message to better engage with the audience.

With Affable’s Content Discovery Platform, you will be given access to our massive influencer database and find content for your specific interest. For example, type in ‘Travel’ in the Caption search and you can see with great ease what are the content trends for ‘travel’ in your selected specific period and location.

In conclusion, Affable is always staying ahead of the game in terms of influencer marketing. TikTok’s unique and creative concept has successfully positioned itself as an appealing platform for influencer marketing. To help brands make clever collaboration with TikTok influencers, we provide brands with advanced selection tools and trusted influencer analytics to strengthen your decision-making. 

Find out more about our new feature as we redefine the rules and offer brands greater accessibility to run high-impact influencer campaigns. 

 

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