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What is IG Reels and How Brands Can Run Successful Campaigns with It

August 15, 2020 Posted by In The News 0 thoughts on “What is IG Reels and How Brands Can Run Successful Campaigns with It”

Is Tiktok going away and IG Reels, here to stay? 

On August 5th, Instagram’s newest feature, Reels, launched in over 50 countries around the world. At the same time, Trump has signed an executive order that will effectively ban the use of popular social media platforms, Tiktok, in the U.S. 

Loved by users for its authentic and engaging short-form video content, TikTok stood out by allowing users to express themselves creatively. According to Adweek, the platform generated “the most downloads for any app ever in a quarter” in Q1 2020. 

But with social media’s biggest player stepping into the game, it is inevitable that brands will soon need to get on the new IG Reels trend. According to a 2019 survey by Mediakix, 89% of marketers found Instagram to be the most strategically important social channel for influencer marketing.

The addition of IG Reels provides an alternative content type for brands to connect with audiences in a relatable and genuine way. Instead of switching between TikTok and Instagram, brands can now centralize their campaigns in one app and marketing spend on Instagram is predicted to increase.  Eager to know more? Read on to find out how your brands can get a headstart on IG Reels and run successful influencer campaigns with Instagram’s newest feature! 

  1. What is IG Reels exactly? 
  2. How is IG Reels different from Tiktok? 
  3. Are brands really starting to use IG Reels? 
  4. How to Run Successful Campaigns with IG Reels

What is IG Reels exactly?

Instagram Reels is the latest feature of Instagram that allows users to create 15-second videos with music, features and effects. Users can edit their videos with 4 features: Audio, speed, effects and timer. Similar to TikTok, users can select one of the many effects in the effect gallery, created both by Instagram and creators all over the world. Reels in Explore will also showcase the best of trending culture on Instagram. 

How is IG Reels different from Tiktok? 

In contrast to TikTok, videos on Reels are limited to only 15 seconds. Users can also choose to share their videos publicly or just with their followers. Moreover, users are not allowed to use songs outside the IG music library and can only add their original audio by recording a reel with it. 

Are brands really starting to use IG Reels? 

Some brands which have jumped onto the bandwagon include @louisvuitton, @balmain, together with influencers @junesixtyfive and @wonguy974. But if you’re still cautious to test the waters, here’s how your brand can run successful campaigns with IG Reels! 

How to Run Successful Campaigns with IG Reels

1. Know Your IG Reels Audience 

Short-form videos are popular with Millennial and Gen Z consumers who value authenticity and engaging content. This explains why a majority of TikTok’s audience is in their 20’s or younger. 

However, Instagram is made up of a slightly older audience, with 79% of Instagram’s audience between 18 and 44 years old. By using IG Reels, brands can reach out to a more diverse audience who may be interested in short-form video content. 

For marketers struggling to reach Millenials and Gen Z consumers on Instagram, focusing their campaigns on IG Reels will make it easier for them to target their desired audience on Instagram. 

2. Integrate with other IG content formats 

Furthermore, brands should recognise that IG Reels is not a standalone feature. Understanding the plethora of tools present on Instagram will be useful to launch integrated influencer campaigns with multiple media formats.  

Instagram Live saw a 70% increase in usage in April following social distancing orders in the U.S. while the recent release of new font types for Instagram Stories excited many IG Story users. Meanwhile, long-form video content on Instagram is supported by IGTV which was launched in June 2018.  With these various features in place, brands should be mindful not to treat IG Reels merely as “a second TikTok”. 

For Instagram audiences who are not familiar with Reels yet, using other content types and features to support branded content on IG Reels will be helpful to attract views. Hence, a clever tip is for brands to share their Reels and generate awareness using Instagram Stories, IGTV and Instagram Live together. 

3. Work with Influencers on Instagram 

Brands can get the best of both worlds by working with influencers on Instagram, but with experience in TikTok. The IG algorithm will likely favor well-known influencers on Instagram with an established community of followers. At the same time, influencers who are familiar with TikTok will have the expertise to create short 15 second videos with sensational content. 

An example is Singaporean micro-influencer, @crysta.bel who has 23.9k followers on Instagram and 229.7k followers on her TikTok account. Known for her dancing and lip-syncing videos, her collaboration with @shopee_sg on Instagram received over 10k views. 


Australian Eggs is among the first Australian companies to launch influencer marketing campaigns on Instagram Reels and made an impact with short, unique and entertaining content. The video shows many different ways we can cook eggs, and in the center is a man singing beautifully while enjoying his dish (which is made by eggs, of course). The video is a part of their campaign  #EggsMyWay which targets younger audiences and captures their attention in a new way. 

 

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Surely these guys & gals aren’t the only ones who reely like their @australianeggs 🍳 🤤 A bit of fun for our first brand campaign on Reels! #eggsmyway

Bài viết do Born Bred Talent (@bornbredtalent) chia sẻ vào

With around 1 billion active users on Instagram, brands can also expect an explosion of user-generated content on IG Reels, similar to TikTok. With the launch of Reels, everyone can now be a video creator. Hence, consumers are predicted to give more attention to nano-influencers with well-defined niche and real influence in the community. To boost engagement of influencer campaigns, brands should thus keep a lookout for nano-influencers and rising stars on IG Reels to work with.  

4. Create some IG Reels challenges, why not?

We are all familiar with TikTok challenges, so how about starting the first IG Reels Challenge? #LevelUp, #OwnTheCurve or #DistanceDance are among top-performing challenges that inspire millions of audiences to watch and engage with them, and brands can totally do the same with IG Reels. 

Now, creating a viral challenge on IG Reels, of course, requires a lot of factors. Brands should bear in mind that they only have 15s to engage the audience (not 60s like TikTok video), so the challenge should be quick, simple and easy to follow. As the music is limited to IG music library, brands must take extra-effort to select the most suitable background music. Last but not least, it is essential to engage Instagram influencers to raise awareness and inspire people to join. Leveraging on IG Reels features, brands can partner with Instagram influencers and create a buzz on social media by initiating IG Reels Challenges. 

5. Don’t forget to have fun with your content

Last but not least, IG Reels is a new feature so there is lots of room for brands to explore! Make use of the AR filters and create your own catchy music to stand out from the crowd. With only 15 seconds to showcase your brand, it is important to deliver a short and sweet message which can make a lasting impression. An example is celebrity influencer, @jessicaalba, who posted a Reel of her dancing with her Honest Beauty masks in her garden, on a patio table, and even on her kitchen counter! He also posted on her feeds and receive huge engagement from her fans.

Even though some may think that IG Reels feels like TikTok, it is important not to limit your campaign to what has been done in the past. The more creative you get, the more likely you are to stand out and be an inspiration for others to follow. Start an influencer marketing campaign on IG Reels and lead the pack now!  

 

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Influencer Marketing Report 2020 – South East Asia

July 21, 2020 Posted by In The News, Influencer Marketing 0 thoughts on “Influencer Marketing Report 2020 – South East Asia”

The first 6 months of 2020 have been a difficult time for us all. The COVID-19 pandemic has brought about a lot of changes to the business environment as well as to the influencer marketing landscape.

In our Influencer Marketing Report, we highlight important insights, from the key trends in influencer marketing in ASEAN countries to the impact of COVID-19 on influencer marketing. We also provide useful predictions about the future of influencer marketing to help brands better navigate their strategies in the rest of 2020 and stay ahead of the game!

ABOUT THE INFLUENCERS

In ASEAN, more than half of influencers are female (51%), yet male influencers are rising in popularity. According to the data, a majority of influencers are from Gen Z and millennials, followed by influencers in the age from 29 to 39 with 18%.

THE RISE OF NANO-INFLUENCERS

Nano-influencers (1k – 10k followers) are the most popular tier of influencers and have the highest engagement rate. They have a well-defined niche and real influence in their community. Despite lower follower counts, working with nano-influencers can help brands to save costs and reach their target audience effectively.

INFLUENCER GROWTH

Micro-influencers have become the dominant force driving influencer marketing in 2020. A prominent growth in the number of micro-influencers (10k-100k followers) is seen over other influencer tiers. An authentic and personal touch with followers has propelled these influencers to be key opinion leaders within their community.

PERCENTAGE OF SUSPICIOUS FOLLOWERS PER COUNTRY

Singapore has the highest percentage of suspicious followers among ASEAN countries, followed by the Philippines and Vietnam. Brands looking to run influencer marketing campaigns in these countries should pay particular attention to the authenticity of influencers, especially for recurrent collaborations

THE GROWTH OF IG SPONSORED POSTS

The impact of COVID-19 can be seen in the drop in growth of IG sponsored posts for Q2 2020 compared to Q2 2019. However, sponsored posts in Q2 2020 have surpassed Q4 2019 with a rapid recovery of influencer marketing campaigns. As brands adapt and emerge stronger from the pandemic, influencer marketing is expected to gain traction with improved content strategies.

AUDIENCE’S DEMOGRAPHICS

According to the statistics, more than half of the followers of ASEAN influencers are female (64.9%), and a majority of the audiences are based in Indonesia, Thailand and Malaysia.  The audience’s top interests include fashion, clothing, travel, beauty, exercises and fitness.

IMPACT OF COVID-19 ON INFLUENCER MARKETING

The last few months have brought about significant changes to the landscape of influencer marketing. Staying at home turned audiences to seek out online entertainment options, leading to the rise of gaming influencers. Brands are practicing corporate social responsibility and raise awareness with influencer marketing. The wave of video content and eCommerce are some of the long-term impacts of Covid-19 on influencer marketing. Other interesting findings and predictions about the future of influencer marketing can be found at our blogs!

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COVID-19 Charity Initiatives in Asia

COVID-19 Charity Initiatives in Asia

July 1, 2020 Posted by In The News, Influencer Marketing 0 thoughts on “COVID-19 Charity Initiatives in Asia”

COVID-19 is a good time for brands to practice social responsibility by giving back to the community. Charity initiatives can help to showcase what your brand stands for and your values to consumers. In particular, social media and influencer marketing is a great way to raise awareness for your marketing campaigns and charity initiatives for COVID-19.  

Popular Instagram hashtags to showcase solidarity and support for COVID-19 relief efforts include #sgunited, #kitajagakita, #supportlocal, #stayathome, #staysafe, #TogetheratHome, #FlattentheCurve, #Wereinthistogether, #GivingTuesdayNow, #HealthcareHeroes.

Now, let’s explore the COVID-19 charity initiatives by brands and influencers in Asia!

Donating Masks for COVID-19   

Brands which have stepped up include online fashion company, Pomelo, with #PomeloCares. The Pomelo Cares initiative launched has supported organisations and charities leading COVID-19 relief efforts in Singapore, Thailand and Indonesia. 

Using fabric originally procured for fashion items, Pomelo produced three-pack antibacterial fabric masks and transferred 100% of profits to partner health organisations such as the Red Cross. The brand has also pledged to donate more than 40,000 surgical masks to Thailand’s Red Cross. 

 

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Recognising that social media is an influential platform, Pomelo has also engaged various fashion microinfluencers, including @shleyyy, to remind people of social distancing with #PomeloGirlsAtHome. The aesthetic look showcases how it is possible to stay confident and look fabulous even when at home. You can also visit Pomelo’s website to donate a pack of 15 surgical masks to hospitals in need here

Leveraging on Existing Resources

Beyond donating masks, local firms in Singapore, Ninja Van and Night Owl Cinematics (NOC), have joined forces to distribute 100,000 COVID-19 care packs to vulnerable households (SGPaySitForward).  

Similar to how Pomelo leveraged its existing fabric resources, Ninja Van is the leading delivery company in Singapore, allowing these care packs to be delivered to the doorsteps of vulnerable individuals. According to Ninja Van’s CEO, the partnership with NOC helps to “amplify what we could do on our own” and spread the word a lot better with marketing experts and influencers. Indeed, the #sgpaysitforward campaign took off with influencers @iammichy, @b1gqing, @toshrock, @amandersings, with over 400,000 total engagement from followers. 

Another brand which leveraged on existing resources is L’Oréal Indonesia. In June 2020, this brand took concrete steps to produce and distribute 440,000 units of Hand Sanitizer free of charge for their employees, healthcare workers, and those working in the frontlines. #lorealtakespart and #weareloreal also showcased Loreal’s corporate social responsibility efforts for COVID-19 and their commitment to contribute to society. Learn more about how they pulled it off and how you can contribute here. 

By strategically using their strengths and influencer marketing, brands can thus create meaningful initiatives while building a positive brand image. 

One For One Campaign

On April 2020, Getfresh, a healthy restaurant group in Thailand, launched its charity initiative where a healthcare worker will receive a salad for every customer order which comes with an Instagram post using #getfresh141. This act of kindness received great compliments and support from their customers. In April 2020, their Instagram hashtag #getfresh141 was adopted popularly by numerous Thai influencers to support the campaign. 

Influencer Power

Influencers are also helping out with current COVID-19 initiatives in Asia. Frontliners PH, an initiative started by influencers Isabel Regino and Monica Pantaleon, helped to raise funds to send healthy, home-cooked meals to healthcare workers in the Philippines. The initiative received huge support from their followers with over 2000 meals donated as of June. 

Make a pledge to donate here

In response to the spike of COVID-19 cases among the migrant worker community in Singapore, influencer @preetipls also launched a campaign to raise funds for two existing non-governmental organisations (NGOs), HealthServe and TWC2, to meet the urgent needs of the migrant community during this pandemic. The campaign received an overwhelming amount of donations which was more than thrice the targeted amount of $100,000. 

The success of influencer campaigns shows that influencers are a force to be reckoned with. Utilising influencers as well as social media can help to amplify one’s message and bring greater social good in times of need. 

More Ways to Contribute with Social Media

No money to contribute? Never mind. The TikTok #CareforSG Challenge allows users to use the #CareForSG video effect to create fun and positive videos. Not only are these videos a source of entertainment in the midst of a stressful pandemic, TikTok will be donating $1 to The Invictus Fund for every video uploaded. With social media and TikTok hashtag challenges, everyone has a chance to play their part! 

Alternatively, you can donate directly to The Invictus Fund directly via their website too. 

Moving forward, brands should show empathy and consider working with influencers to create synergy with their marketing campaigns and reach a larger audience. Wondering how to stay in touch with customers and steer your business through this difficult time? Read our influencer marketing insights on “How Brands should Adapt their Strategies amid COVID-19” here.

 

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How luxury beauty and fashion brands are engaging their customers amid Covid-19

How luxury beauty and fashion brands are engaging their customers amid Covid-19

May 26, 2020 Posted by In The News 1 thought on “How luxury beauty and fashion brands are engaging their customers amid Covid-19”

The outbreak of Covid-19 has brought about a negative impact on businesses in almost every industry, but it is also a test of ability for brands’ to adapt their strategies and communicate with customers in these unprecedented times. In our previous article, we shined the light on how brands have taken proactive steps to quickly adapt to the pandemic. In this article, let’s take a deeper look at how luxury beauty and fashion brands are embracing new ideas to engage with their customers in times of crisis!  

Keeping your customers updated

Kiehl’s Singapore, Beyondthevines, and Mmerci Encore are among brands that announced the closure of their physical stores due to the retail lockdown. Even though almost every business has to close during quarantine, it is still important to keep in touch with your customers and remind them that they can always buy your products online. Better yet, you can also offer promotions or free shipping to facilitate online purchases like what Mmerci Encore did in their announcement.

 

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We love you Kiehl’s Community. 💚 #KiehlsSG

Bài viết do Kiehl’s Singapore (@kiehlssg) chia sẻ vào

 

 

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UPDATE: Business resumes from May 13, we can’t wait to get your orders out to you! // In this season of plot twists, I wanted to reach out, check-in with some updates, and let you know that the bowl of emotional spaghetti you’re experiencing on the daily is totally normal. Nobody has all the answers, we can only take deep breaths & try to give ourselves grace. First, the not-so-great news: due to various waves of complications related to Covid-19, we’ll be pressing pause on operations for now and will resume in May. All orders made now will be shipped from May 13. We will extend free shipping for the month of May. And for the silver lining: now more than ever, we hold on to the spark within, celebrating the little rituals that keep us sane, and searching for pockets of joy in every day. During this time, we’ll continue finding other ways to serve our community. That includes reflecting on what kind of new normal we want to help create once this storm has passed. Thank you so much for your patience, and for your continued belief in us. Keep holding on and have faith. Till then, stay safe and take care. My best, Alli

Bài viết do Mmerci Encore | aromatherapy (@mmerciencore) chia sẻ vào

Creating video content

Engaging customers with video content is one of the strategies that beauty brands such as Beyondthevines, Kiehl’s, and Lisavontang are using at the moment. 

Online makeup tutorial is a great way to engage and educate consumers about your products. Yet the fact that many beauty brands are producing similar content makes it hard to capture consumers’ eyeballs. In order to stand out online, your videos need to have something different. 

Since the beginning of April, Beyondthevines has launched a series of videos in which makeup artist Airin Lee shares her beauty tips and makeup tutorials. What is worth mentioning here is the way they adapted their video content to current situations such as 5 Minute Makeup to prepare for Zoom meeting and Mask remedy which shows consumers how to care for their skin while wearing masks every day. 

Video content is not exclusively for the beauty industry, it can also be approached by fashion brands as well! Last month, fashion brand, Lisavontang posted a video in which Lisa, its founder and CEO, shared her experiences running the business going through this difficult time, and promoted the brand’s campaign to support the community in times of need. In the video, Lisa wore the fashion brand’s latest item and mentioned their new collection to be launched after the pandemic ends.

 

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What we’ve dealt with and how you can support global covid-relief efforts through our campaign with WHO.

Bài viết do 𝐋𝐈𝐒𝐀 𝐕𝐎𝐍 𝐓𝐀𝐍𝐆 (@lisavontang) chia sẻ vào

Delivering the right message

In this time of social distancing, delivering positive and meaningful messages to motivate customers is a great strategy that is worth considering. Beauty brand Estēe Lauder Singapore successfully approached this strategy with the video praising frontline workers who are fighting against the coronavirus and remind people to look for and appreciate beautiful things in life.  

Another brand that is delivering the right message is organic makeup brand Lihtorganics. While putting on makeup is not as necessary with a mask these days, Lihtorganics reminds us that makeup can help to accentuate other features like our eyes, and consumers can feel more confident by looking gorgeous and beautiful (even if it is just for a quick grocery run).   

Talking about masks, since early April, fashion brand Lisavontang started promoting its own collection of face masks with fashionable designs and high-quality materials. As face masks have become a part of our daily routine, it is unsurprising to see many fashion brands shifting their resources to produce face masks and keep up with the great demand for this item.

 

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Can’t go wrong with a SCARLET mask! @hanlihoefer looks like a mysterious sexy ninja with our silk mask! 😍LOVE! . 🚨 Use the code 15OFF to get a SGD $15 off your total order with minimum purchase of 3 pieces, perfect for adding to your collection of face masks. . FYI, for every face mask purchased, we will be donating 5 surgical masks to Contribute.sg for those who need it the most!! . Safety: our Face Masks are designed based on the N95 structure. All edges of the mask are sealed on the face, with a convex shape giving comfortable air space. A padded nose bridge helps holds the mask in place. And with an in built filter pocket feel free to add an extra layer of protection for additional peace of mind.

Bài viết do 𝐋𝐈𝐒𝐀 𝐕𝐎𝐍 𝐓𝐀𝐍𝐆 (@lisavontang) chia sẻ vào

Showing that your brands care

Thinking about how your brands can contribute to the communities in times of need is a great strategy to win customers’ hearts. By supporting the communities, brands can kill two birds with one stone by raising meaningful awareness and fulfilling corporate social responsibility at the same time.

Last month, Lisavontang launched a campaign in which customers buying exquisite pieces on its website would stand a chance to donate $100 USD to WHO’s Covid Relief Fund. The donation will be in customers’ names and receipts will be sent to them directly from WHO. Another brand like DrGL voluntarily donated their facial cleansers to help healthcare workers prevent facial sores from the prolonged wearing of masks. 

 

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Last week, we gathered everyone at HQ to pack a small gift of appreciations for our frontliners at Hospitals. We would like to help as much as we can in our capability to support as well. Thank you our health heroes! Lets #staysafe and #stayhealthy everyone 🙂 #Repost from @drgeorgialee 600 bottles of @drgl.skincare Skin Repair with more than 7500 strips of silicone tapes from @tlclifestylepractice delivered to the front line healthcare workers at NCID and @tantocksenghospital today. We are making our rounds. We are trying to do something for them every few weeks. Last week, we delivered lunch to the Medical ICU nurses at Seng Kang. Join us to show that you appreciate and are grateful to them 🙏 . . . #covıd19 #covid #coronavirus #istayhomefor #pandemic #survivaltips #coronaviruspandemic #safetytips #frontliners #healthcareworkers #doctorsofinstagram #nursesofinstagram #supportlocalsg #localbusinesses #supportlocalbusinesses #grateful🙏 #givingbacktothecommunity #supporthealthcareworkers

Bài viết do DrGL (@drgl.skincare) chia sẻ vào

While luxury brands have different ways to fight against the coronavirus, they are all sending a strong message that they’re ready to support the community, and that’s what the customers need to see the most in this difficult time.

 

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How brands should adapt their strategies amid Covid-19

April 21, 2020 Posted by In The News 0 thoughts on “How brands should adapt their strategies amid Covid-19”

The last few months have witnessed massive changes in business environment across the globe. Every industry is being impacted in some ways: Customer behaviors change, “non-essential” businesses are forced to shut down, people are shopping online more than ever. Serious questions have been asked about how brands should adjust their strategies in this unprecedented time and how to stay in touch with their customers. Here are some strategies that you can take to help steer your business through this difficult time! 

1. Embracing new content strategy

Making efforts to deliver the right message is a good way to reach out to customers, especially in the time of crisis. Recently, Nike, one of the most famous brand shoes in the world, has received good responses from followers for its message encouraging people to play sport at home during the period of self-isolation. The message was simple, yet it is believed to successfully deliver the sporting spirit while encouraging compliance with self-quarantine. Cristiano Ronaldo, one of the brand’s ambassadors, also repeated the message later in his post.

Nike's message succeeded in delivering the sporting spirit while encouraging compliance with self-quarantine.

Nike’s message succeeded in delivering the sporting spirit while encouraging compliance with self-quarantine.

 

Cristiano Ronaldo, Nike's ambassadors, also repeated the message later in his post.

Cristiano Ronaldo, Nike’s ambassadors, also repeated the message later in his post

Cocacola is another brand that adapted their content marketing in response to the pandemic

Cocacola is another brand that adapted their content marketing in response to the pandemic

 

Another exciting campaign we all should learn from belonged to Kiehls. In early April, this beauty brand decided to please their stay-at-home customers by launching a series of virtual sessions on beauty and mental health! Their virtual wellness program lasted 6 days and ranged from daily skincare sessions to mask & meditation. Other beauty brands such as Dior, L’Oréal Group, Mac Cosmetics are also doing a great job in adapting their content strategy and embracing innovative ways to engage with their customers in this unprecedented time.  

Kiehls launched a series of virtual sessions in the period of self-isolation

Kiehls launched a series of virtual sessions in the period of self-isolation

 

2. Organizing virtual conference / event

Amidst the outbreak of Covid-19, many brands have to cancel or postpone their events as an attempt to prevent the spread of the pandemic. Here comes a big question: Besides social media posts, how can brands communicate with their customers at scale? It turnt out that the answer is simple: To make the event go virtual! 

HIMSS20, a Global Health Conference & Exhibition planned to take place in March 2020, had to be postponed due to Covid-19. While the organizers promised to host a virtual event at some point in the future, 1 day later, 1upHealth announced to host its own virtual health conference in the following week. They wrote on their website: “Just like you, we’re super upset HIMSS was canceled due to COVID-19. So instead, we’ve come up with the antidote, the 1st Virtual Health Conference 2020”. The conference was live-streamed on YouTube Live on March 11th, attracting thousands of online participants.

Another virtual event that received great attention from the media was the Virtual Denim Trade Show. With the cancellation of the Kingspin Amsterdam event over Covid-19, Kinspin has recently announced to host a virtual trade show taking place in April in replace of their original Amsterdam show. The act of switching from physical events to virtual one is an ideal solution not only to help brands communicate with their customers in this tough period but also encourages remote attendees to participate in the event.

 

3. Offering additional values to customers

There is no doubt that Covid-19 has created a rapid change in consumer’s buying behavior, yet this time is an unique opportunity for brands to stay ahead of the game by building strong customer relationships and strengthening their marketing position. Many brands from different industries have taken proactive steps by offering additional services to bring the best customer experience.

In the Foodservice industry, restaurants and major food chains started focusing on delivery option. In Malaysia, KFC, Pizza Hut, McDonald offered takeaway service and encouraged customers to pay with cashless payment. In America, fast food chains like Subway, IHOP and other fast food chains also provided free delivery to encourage customers to eat from home without bearing the additional cost. 

In the video streaming market, Netflix Party has recently enabled the viewers to chat with each other while streaming videos on Netflix. This feature received a lot of praise as it allows people to connect with others in the self-isolation period. The new entrant Disney+ also announced to stream their movie Frozen 2 three months ahead of the schedule to bring some fun and joy to families during this challenging time.

As many schools and education institutes were closed due to Covid-19, Adobe is providing free temporary access to Adobe Connect, a web conferencing solution that allows students to learn remotely by joining virtual classrooms, training and meetings. In addition, Adobe is also offering schools with temporary at-home licenses to Creative Cloud desktop apps to facilitate distance teaching and learning.

4. Giving back to the community in time of need

According to a survey conducted by The American Association of Advertising Agencies (4A’s), 56% of consumers are pleased to hear about brands taking action to support communities in response to Covid-19! Airbnb, Heineken, Nike, Coca are examples of large corporations taking initiatives to support the community. However, you don’t need to be a big brand to fight against Covid-19. It is encouraging to see many local businesses in Thailand, Malaysia, Philippines, India… joining hands and doing their parts to make a difference in society.

Thinking about how your brand could contribute to the communities in time of need is a good strategy to win customer’s hearts. By giving back to the communities, brands are not only fulfilling their corporate social responsibility but also raising awareness and adding great credibility to their names. 

 

 

 

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influencer marketing content has been impacted by covid 19

How influencer marketing content has been impacted by Covid-19

April 1, 2020 Posted by In The News, Influencer Marketing 0 thoughts on “How influencer marketing content has been impacted by Covid-19”

With the global outbreak of Covid-19, much of the topics taking place on social media these days have been around the impact of this fast-spreading pandemic. In response to this rapid change on social media, influencers have adapted their content in an attempt to gain more traffic and make the best of this situation.

In this article, let’s check out how influencer marketing content has been evolving amid the Covid-19!

1. Cooking tutorials instead of food review

The era of foodie reviews and fabulous pictures of 5-star restaurant dishes has been over, at least for now. With the new self-quarantine law imposed by governments around the world, everybody is staying at home and has to prepare the majority of their meals. For this reason, many food influencers have made a smart move by sharing food recipes and cooking tutorials to drive traffic to their posts.   

Filipino Chef, food influencer, Chefjayps began his series of homemade cooking tutorials in the mid of March 2020. Every day, he posts a new video showing how to make easy and simple #lockdownmeals during quarantine time. Same with Samatha Lee, a food artist who has produced more cooking tutorial videos recently and received great engagement from the audience for such change!

His series of homemade cooking tutorials has received much engagement from social media

 

Never before has Samantha Lee produced such many cooking tutorial video

Never before has Samantha Lee produced such many cooking tutorial video

 

Together with the increase in traffic for food influencers, posts related to sharing home-made food recipes or having a good time with family in the kitchen are also receiving compliments from social media.

 

2. Workout at home with Instagram fitness influencers

Doing exercises in the rise of the global health crisis is not a bad idea, right? And since all the health & fitness centers in your area are closed due to the Covid-19, there is no better way to workout than following the online instructions of professional fitness influencers!

Jordan Yeoh is among many Instagram fitness influencers and professional trainers who started their series of motivational  #quarantineworkout in the period of self-isolation. His series contains different types of workout exercises that everyone can practice at home without the support of any equipment (actually you need a bucket of water, but that’s all)!

All you need is a bucket of water, and here you go!

All you need is a bucket of water, and here you go!

 

Tinalovefitness has changed the content recently from her pictures doing workout at the gym center to workout tutorials at home

Tinalovefitness, a female Instagram fitness influencer, has recently  changed the content from pictures practicing at gymnastic center to workout tutorials at home

 

Another viral video about how to stay active and do exercise to fight against Covid-19

Another viral video about how to stay active and do exercise to fight against Covid-19

 

3. The rise of parenting influencers 

The recent closure of schools and educational institutions has led to an increase in the role of parents in nourishing and educating young children. Recently, there has been a growing number of content on social media related to homeschooling and parenting topics, in which parenting influencers frequently share their happy moments with their kids at home, while some sharing their advice to become a better stay-at-home parent. 

As there is no sign that Covid-19 can be stopped in the near future, #homeschooling is expected to be the trending topic among parenting influencers in 2020.

Aim Pintongta, a Thai influencer, shared a beautiful moment of her family baking together

Aim Pintongta, a Thai influencer, shared a beautiful moment of her family baking together

 

An influencer shared her feeling of gratitude to spend more time with her children during this time

An influencer shared her feeling of gratitude to spend more time with her children during this time

 

Malaysian influencer sharing her experience and advice for being a stay-at-home mommy!

Malaysian influencer sharing her experience and advice for being a stay-at-home mommy!

 

4. How has Covid-19 actually affected fashion influencers?

You may not notice it, but Covid-19 also made an impact on the way fashion influencers are delivering their content. They still look amazing in their beautiful sponsored outfits, yet instead of taking photos in a vibrant outdoor background, they manage to take it at home with the support of their living environment (and their images are still stunning as usual)! Let’s have a look!

Additionally, since influencers not allowed to go out, their typical monotonous high-fashion photoshoot is being replaced with simple, friendly photos taking from home. With this shift in content marketing, followers are more likely to develop a sense of personal connection with their influencers, resulting in better reach and engagement with influencer’s content. 

Sharena Delon in her picture promoting for a fashion brand, holding her babies at home is quite opposite to her normal style but still received great engagement from the audience

Sharena Delon in her picture promoting for a fashion brand, holding her babies at home was quite opposite to her normal style but still received great engagement from the audience

 

Influencers are revealing their personal lives more than ever...

Influencers are revealing their personal lives more than ever…

 

And pictures like this helped them receive more love and interaction from the audience

And pictures like this helped them receive more love and interaction from the audience

 

More than ever, social media users are spending a large amount of time online due to self-quarantine and social distancing. What we would advise influencers to do is to adjust their content strategy on social media and constantly come up with creative yet relevant ideas to make the best of the situation and stay ahead of the game.

All examples and pictures mentioned in this blog are obtained by Affable’s Content Discovery tool.

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Top 3 content marketing trends 2020

Top 3 Content Marketing Trends to Watch Out in 2020

February 12, 2020 Posted by In The News 0 thoughts on “Top 3 Content Marketing Trends to Watch Out in 2020”

Content marketing is constantly changing. To increase your brand’s visibility in 2020, you should get ahead of the trend and apply them to your overall marketing strategy. Let’s dive into the top 3 content marketing trends in 2020!

1. SadFishing

In the age of social media, people are open to share their personal stories publicly. While some enjoy sharing their success or happy moments, others prefer showing their sadness or struggles to stand out from the crowd. Sadfishing is the act of posting emotional problems online in hopes that it will gain more engagement or make money from those actions.

Now, how did Sadfishing come about? All of this started back in 2019, when Kendal Jenner shared her personal problem relating to acne online. It then turned out to be a marketing campaign that she was launching. Another example is Justin Bieber, who dedicated a long post to talk about his issues. You can read his post below (If you are up for the challenge!)

Justin Bieber wrote a long post sharing his emotional issue

Justin Bieber wrote a long post sharing his emotional issue

 

Even though Sadfishing can generate huge engagement, at the same time, it can create potential counter-effects. Recently, a Canadian Youtuber “ImJayStation”, in his attempt to get more subscribers, made up the death of his girlfriend and cried on Youtube. After the truth was revealed, he cried (again) to ask for forgiveness. 

It is not wrong sharing your personal problems online, but when you use it to take advantage of other people, it becomes a problem that can backfire.

ImJayStation cried over his girlfriend’s fake death on Youtube

ImJayStation cried over his girlfriend’s fake death on Youtube

 

2. Fast advertising

The ability to quickly respond to new trends or be part of the conversation that the audience is interested in is another way to leverage content marketing. Aviation Gin’s ad is a great example of how a fast advertising launched at the right time could be a striking success!

In November 2019, Peloton’s ad for its exercise bike was asserted by many viewers that it promoted body shaming. 15 days later, Aviation Gin released a new ad, casting the same actress from Peloton video, implying that she can have a good time drinking the Gin and still “look great” without the exercise bike!  

 

 

Another fast-advertising case worth your attention is the content generated by Durex Vietnam! Their marketing content has always received great compliments and engagement from the audience for being really trendy and humorous.   

2019 North Korea–United States Summit in Hanoi, Vietnam

2019 North Korea–United States Summit in Hanoi, Vietnam

 

Vietnam beat Malaysia in World Cup qualification on October 2019

Vietnam beat Malaysia in World Cup qualification on October 2019

 

3. The rise of TikTok

TikTok is a social media app that encourages users to view and create short videos using sets of music or simple video templates. This video-centric app has gained 500 million active users worldwide, ranks 6th place ahead of other platforms such as Pinterest, Twitter and Snapchat.

TikTok provides a platform for brands to create videos promoting their products. Nike’s campaign named Nulla Puo Fermarci (Stop at nothing) succeeded in Using TikTok influencers to tackle gender disparity Italian sports. The campaign went viral among Milanese young women with 100+ views, 540k+ likes and 46k+ videos responding to the challenge! 

Nike - Stop at Nothing

Nike – “Stop at Nothing” Campaign

 

BuzzFeed also began using TikTok in early 2019 after realizing that video content is likely to attract more interaction! Nifty is a widely popular post about baking hacks produced by BuzzFeed.

It is important for content marketers to adapt to changes and filter which one is suitable for their brands. Content marketing can bring about long-term benefits if it is used in the right way and goes along with meaningful message.

Are you planning an influencer marketing campaign? Affable can help you choose the right influencers and give you a custom report of how well your influencer campaign performed. Check out affable.ai for a free trial!

 

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Virtual Influencers and Their Unusual World

August 16, 2018 Posted by In The News, Influencer Marketing 0 thoughts on “Virtual Influencers and Their Unusual World”

If you thought social media was blurring the line what’s real and whats not- wait till you hear about the new crop of influencers in town! Virtual influencers, as in digital creations —who are leading the best life ever on Instagram with beautiful pictures, product promotions, basically anything that a real influencer does.

The most famous virtual influencers today are Miquela Sousa(1.3m), Shudu(128.9k Followers), Sophia the Robot(15.5k followers), Bermuda(82.8k Followers), and Blawko(72.6k followers)

Sophia the Robot was activated in 2015 and is known for being the first robot in the world to be recognized as a citizen in Saudi Arabia.

virtual influencer Sophia

While Shudu isn’t powered by artificial intelligence, she can be compared to a video game character, created by London-based fashion photographer Cameron James Wilson. What is different about Shudu, besides her existence, is that she looks incredibly real, so much so that Rihanna’s Fenty beauty reposted her image of her wearing their lipstick, not knowing she wasn’t real.

virtual influencers shudu

The most popular virtual influencer on the Internet right now is Miquela Sousa. With 1.3 million Instagram followers, Miquela states in her bio that she is 19, a model/musician with an interest in Black Lives Matter, the innocence project, LGBT issues, and justice for youth. Dubbed as a digital ‘IT Girl” by Vogue, Miquela’s feed shows her dressed in Prada outfits; she has also appeared in fashion gear by Chanel, Supreme, and Vans

virtual influencer Miquela

Virtual influencers lie outside the definition of influencers who are known for authenticity as they express no real belief or preference.

“A virtual influencer, they’re the opposite of authentic. They’re completely fake.”

-Larissa Jensen, NPD Group

Despite this, brands can explore working with these influencers or better yet, making one they can control for themselves. It can greatly simplify social media marketing as the brand can decide the message of the campaign, the time to post, the kind of pictures to post without the hassle of dealing and negotiating with real influencers.

These influencers are no Kim Kardashian, at least not yet, and their following can be considered a small pool of thousands but those who are highly engaged. We’ve already covered why we believe micro-influencers are better for a brand in this post, and for those reasons, AI can power many virtual influencers with varied niches who can target different needs and trends.

Another advantage is the reduced risk of controversies. By working with a virtual influencer, brands can be assured that they will not do something that could impact their base of customers unlike real influencers, who being humans with capricious feelings, can do or say unexpected things.

Another slightly grey advantage is that the brands can decide how they want the influencer to look. There might be a tendency to make the influencer perfect-tall, thin, blemishless and unaging but at some point, this may not seem authentic and relatable to their audience.

Sure, these virtual influencers are a marketers dream- being able to place them on beautiful beaches without spending a dime on plane tickets!— but these avatars again cannot give a genuine experience of a product or service. For many social media users, word of mouth is the push for them to ‘add to cart’.

So, could these influencers overtake the hegemony of big-name influencers like the Kardashians, Selena Gomez or Ronaldo? We’re not really convinced yet as the term influencer itself is so new that to think of an unreal influencer might take some more time. However as long as the influencer has got a profile on Instagram, Affable can accurately profile and help brands find them!

And like a virtual influencer, you no longer have to be real to resonate with real people. You just have to be online.

Sign up with Affable today to supercharge your influencer marketing by bringing your search, due diligence, and analytics tools in one place.
types of influencer campaigns

6 Types of Instagram Influencer Campaigns To Add To Your Strategy

July 4, 2018 Posted by In The News, Influencer Marketing 0 thoughts on “6 Types of Instagram Influencer Campaigns To Add To Your Strategy”

While we hear a lot of chatter about why influencer marketing is important in the digital marketing climate, it’s not often we talk about how to actually implement a strategy. Let’s learn from 6 TYPES of influencer campaigns and identify which type of influencer campaign is the best fit for your brand!

#1: Affiliate marketing

Goal: To obtain sales

Affiliate marketing is no doubt one of the most popular influencer campaign strategy. Many brands share exclusive promo codes with their influencers to pass on to their fans. Since Instagram does not allow links in posts, the brand usually create promo codes in the influencers name such as ‘KIM5’ or ‘Pew20’ which helps them track precisely how much sales have been created through such a program.

Example:

Source: https://shanebarker.com/blog/influencer-marketing-examples/

 

Founded just 7 years ago, Daniel Wellington has grown to a brand worth $220 million by banking heavily on influencer collaboration. They gifted each influencer a free watch and gave them discount coupons in their name to share with their followers.

2. Giveaways

Goal: Brand awareness and exposure

Any sort of contest where a prize can be won grabs attention and if parceled creatively enough. Influencer campaigns involving giveaways can help you achieve various kinds of goals. Typical examples of contests include:

  • Like to Win 
  • Tag a Friend
  • Post a Picture (or Selfie) with a specific hashtag
  • Commenting on a post

KeVita, a probiotic beverage company, partnered with influencers to run a contest offering KeVita drinks and a $50 Amazon gift card. All the influencer had to do was to post about Kevita and ask his/her followers to follow @kevitadrinks, comment on the photo with their favorite KeVita flavor and tag a friend.

Source: https://www.instagram.com/p/BNYHOR7g6_T/?hl=en

 

Contests that tend to drive the most awareness are ones that require users to tag a friend in the post’s comment section to enter.

3. Sponsored Blog Post

Goal: Reach target audience and familiarize your brand

This is one of the excessively-used influencer campaign strategy but very effective!  You can send your product or invite the influencer to experience your service to get an Instagram post/story which will reach their followers. Most influencers do expect remuneration for their service but some micro-influencers are happy to do so for free.

Source: https://www.instagram.com/p/BhBZDaNAg-8/?hl=en&taken-by=xiaxue

 

It’s imperative to disclose that the post is an advertisement by adding a hashtag #ad #sp #sponsored #partner to steer clear of legal trouble.

This kind of influencer campaign will work well if

  • the influencer’s audience related to your brand
  • the influencer’s interests and posts align with your brand
  • the influencer’s feed is not over-filled with sponsored posts thus seeming inauthentic

 

4. Long-term Influencer Campaigns

Goal: Creating Brand Loyalty

Influencers are the new celebrities on social media, and it would be good to treat their advertising roles as such. Just as you would sign a contract with LeBron James, influencers too should find themselves at the signing end for long-term associations.

Source: https://www.instagram.com/mokyingren/

Jamie Lieberman, founder of law firm Hashtag Legal stated that there has been an influx of contracts that want influencers for 6 months- 1 year for a brand spokespeople role; some with morality clauses that ensure influencers don’t do anything scandalous like YouTube’s Logan Paul.

5. Instagram Takeover

Goal: To increase engagement

As the name suggests, this influencer campaign strategy involves taking over someone’s Instagram account temporarily and sharing content with their audience. Instagram takeovers are a mutually beneficial way for brands and influencers to collaborate and cross-promote content. To get the most out of such a campaign, choose an influencer who has a high rate of engagement with a significant following.

Source: https://www.instagram.com/p/BRJcyYhFDJo/

To promote the movie Beauty and the Beast, Disney got actor Luke Evans to take over its Instagram profile. Evans posted images throughout the day of his time at the film’s world premiere, sharing them with Disney’s massive Instagram following.

#5. Event Activation

Goal: PR, Product Launch

The purpose of this influencer campaign is to collaborate with a large number of influencers to create a buzz around an event. Instead of reaching out to them individually, you can do an event activation. This will create a chance for your brand to have a one-on-one interaction with influencers, let’s make it an experience that they won’t forget easily.

While launching a new mascara in 2018, Benefit decided to create events at 3 major cities of London, Manchester, and Cardiff with social influencers to help build anticipation. Over 250 guests were invited including press and key influencers, to a space-themed event at the Cochrane Theatre in London. Due to their unique theme and reach of their influencers, they were able to achieve a total reach of 35million, 25 print articles and 15 digital pieces written.

Source: http://www.thepersuaders.co.uk/benefit-cosmetics-badgalbang-mascara-launch/

 

Conclusion

When it comes to influencer campaign strategy, there really can’t be a one-size-fits-all strategy. Depending on the goal at the time of your influencer campaign, you can choose which campaigns to apply, and above all, don’t forget to find the right influencer to work with! Can you think of any other interesting influencer campaigns? Let us know in the comments below.

 

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Nike Takes Top Spot In Cannes New Social & Influencer Category

June 27, 2018 Posted by In The News, Influencer Marketing 0 thoughts on “Nike Takes Top Spot In Cannes New Social & Influencer Category”

For about 70 years, the Cannes Lions festival laid out a red carpet for medias A-listers-  Facebook COO Sheryl Sandberg,  HBO CEO Richard Plepler to celebrities like Gwyneth Paltrow, Helen Mirren among others. This year, however,  Cannes has witnessed a slow of social media personalities invited on the grounds of their huge Instagram or YouTube followings. In another unexpected step, the annual event has added a new social and influencer category to the mix.

Considered the ultimate award for organizations working in the advertising and media world, Cannes Lions has attracted criticism from many traditionalists who believe that influencers cannot be recognized at par with traditional creativity, calling the phenomenon the ‘wild west’ of advertising.  A similar criticism was put forth when the Council of Fashion Designers of American created an Influencer Award to honor Kim Kardashian

This addition was a part of a larger restructuring of the awards with the addition of the Brand Experience and Activation, Creative E-Commerce and Social and Influencer Lions categories, intended to “put creative content back at the heart of Cannes Lions” said Ascential Events CEO Phillip Thomas.

It was Nike’s “Nothing Like a Londoner” campaign that put a spotlight on London’s sports influencers- school kids, amateurs and professionals-making them shine against the gritty and unwieldy backdrop of their hometown which took home the inaugural prize. Created by Wieden & Kennedy, this campaign went viral mostly because of how personal the influencer’s stories felt- they griped about how tough it is to train, but did it anyway. Each is one-upped by the next, boasting about their more trying circumstances as the scenes get crazier and more fast-paced. Apart from the video, the campaign was boosted on social media by the cast posting their individual scenes and linking to the next “competitor” on Instagram.

Source: https://www.econsultancy.com/blog/69814-why-nike-s-nothing-beats-a-londoner-ad-campaign-is-so-powerful

Nike created individual pieces of content that threaded together naturally into a larger piece. Dropping limited edition merchandise, and connecting with celebrities in a minor way, the campaign leveraged personal connections to London’s sports and social media scenes. Unfortunately, the three-minute long video was taken off Youtube due to legal trouble regarding the use of “LDNR.” D’Arcy noted that the jury was instructed by the festival to disregard that fact when it came to evaluating the entire list of entries.

The addition of the category is a nod to how social media has influenced a shift in the advertising world and by recognizing this Cannes will encourage many more brands to include influencer marketing into their marketing mix.

As Scott Cook, the director of eBay and Procter and Gamble, states “a brand is no longer what we tell the consumer it is, it is what consumers tell each other it is.” And since consumers are thronging on social channels where influencers lead marketing efforts, influencer marketing is here to stay.

 

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All About Instagram’s Newest Feature: IGTV

June 25, 2018 Posted by In The News 0 thoughts on “All About Instagram’s Newest Feature: IGTV”

In response to the dramatic rise in popularity of video content on social media, Instagram has launched a long-form video feature called IGTV, where videos can run up to an hour long.  Instagram CEO Kevin Systrom said at an event to announce the launch in San Francisco: “Teens are now watching 40 percent less TV than they did five years ago,”It’s time for video to move forward and evolve.”

In the same announcement, Instagram revealed that it has reached 1 billion users making it the third largest social network after Facebook and  YouTube.

As for the functionality, IGTV is available in 2 forms–in the form of a stand-alone IGTV app, or from within the Instagram app itself. Video content is streamed from ‘channels’ which belong to the content creators. The IGTV button is located at the top right of the Instagram app home screen, before the message inbox. Once open, video is streamed automatically with tabs for videos recommended to you based on your interests; popular videos on Instagram, videos from the profiles you follow and video that you had started but not completed watching.

Source: https://instagram-press.com/blog/2018/06/20/welcome-to-igtv/

 

Similar to Instagram posts, you can like, comment and send these videos to friends through direct messaging. Similar to youtube, the videos created belong to content creators and anyone can create a channel–all you need to do is click on the “create channel” button on the right-hand side of your screen.

At the moment, IGTV does not allow live video from the Instagram app and you can only post a pre-shot video from your phone which is vertical. Sure, you can upload a horizontal video to IGTV, but that’s how IGTV has intended it to be. The duration of the video can range from a minimum of 15 seconds to a maximum of 10 minutes (unless you have a large following) which once posted can be shared to Facebook.

IGTV Vs Snapchat

It is not the first time Instagram has duplicated a feature from Snapchat as the latter was the pioneer of the 24 hour-long temporary posts. Instagram drew on this feature by launching Instagram stories which has been incredibly popular on Instagram, drawing more users than all of Snapchat. IGTV can also be compared to an elaborate version of the ‘Discover’ section of Snapchat which displayed vertical video format from chosen creators like CNN, Buzzfeed, Vice etc.

IGTV Vs Youtube

Youtube has been the prevalent destination online for consumption of longer videos and has made careers of millions of influencers around the world due to its sophisticated ‘recommendation’ algorithms and monetization options for content creators. Youtube is also set apart from other video platforms as a more private source of content consumption rather than a place to share, tag and catch up with their friends. Also unlike YouTube, IGTV exclusively shows videos in a vertical format rather than requiring you to switch to widescreen.

Analysts believe that Youtube is more likely a competitor than Netflix even though 1-hour long video is supported on IGTV.  Techcrunch states that “Instagram is focusing its efforts on web celebrities that made their name on mobile rather than more traditional, old-school publishers and TV studios that might come off too polished and processed,”.

IGTV & Influencers

 

Source: https://instagram-press.com/blog/2018/06/20/welcome-to-igtv/

 

This launch is more good news for influencers today as Instagram states that will eventually plan to make sure people making popular videos have a way to make money from their efforts. At present, it is not paying creators for content on the app nor does it allow advertising.  There will be no ads on IGTV to start, but that would be “a reasonable place to end up,” Systrom says.

To start off, Instagram has signed up Insta-famous personalities such as Lele Pons, who has 25 million Instagram followers. For now, Lele has made no plans to switch loyalties from Youtube saying, “I’m still going to be posting on YouTube as well as on Instagram.”

An important factor to note as an influencer is that someone follows you on Instagram, they will automatically follow them on IGTV and vice versa!

Sign up with Affable today to supercharge your influencer marketing by bringing your search, due diligence, and analytics tools in one place.

Scoot Emerges The Winner in The Daryl Yow Controversy!

June 21, 2018 Posted by In The News 0 thoughts on “Scoot Emerges The Winner in The Daryl Yow Controversy!”

One influencers’ scandal is another brand’s campaign! Scoot has jumped into the Daryl Yow plagiarism controversy brewing in Singapore by indirectly referring to Yow in a post on Instagram.

To give you some context, Daryl Yow is a popular Singapore-based photography influencer (104k followers) who has collaborated with top brands like Sony, Oppo, and UNIQLO, among many others. He came under fire from his followers and other influencers after Mothership.SG found several photos in Yow’s Instagram feed that look uncannily similar to stock photos or other photographer’ss work.

Below are images under question from Daryl Yow profile:

 

 

 

Scoot reused a ‘plagiarised’ image from Yow’s profile of Mykonos, Greece and then superimposed a cut-out silhouette with a caption “insert self here (for real)”.  In the guise of poking fun at the influencer, Scoot managed to promote the Athens 1st anniversary (and Berlin inaugural launch) ticket sale which their audience loved as this post has 5.1k likes, 2988 shares, and 837 comments till date.

And that’s not all, the internet being the internet has adopted a #darylaidenchallenge (about 300 posts already) where they photoshopped themselves into stock or plagiarised images.

 

This whole saga has become a good lesson for brands and influencers alike. The audience appreciates story-telling in marketing especially for a young, peppy, travel-centric brand, and people respond to brands sharing a laugh with them. Also, brands should actively engage with each other on social media and take risks even if they may seem bold- as they say any PR is good PR!

As for influencers, it’s important to remember that repurposing content and plagiarizing them are different, and one of them will tarnish your reputation and ring alarm bells for your customers. Repurposing can involve building on existing content and changing their purpose and usage while creating something distinct from the original. Giving credit where it is due is a best practice.

Sony Singapore, one of the brands Daryl has worked with, has responded to the controversy stating: “We are surprised and disappointed with what has been reported and are currently looking into this matter. Sony strongly encourages the art of creativity, however, we do not condone any action such as plagiarism and take a serious stance on it.”

As for Daryl Yow, he has since posted an apology on an Instagram post saying that the outrage against him was “justified”, and that he accepted “full responsibility” for his actions.

“I was wrong to have claimed that stock images and other people’s work were my own,” said Mr Yow. “I was also wrong to have used false captions that misled my followers and those who viewed my images.”

“Having marketed myself as a photographer, I fell far short of what was expected of me and disappointed those who believed – or wanted to believe – in me. For all of that, I apologize.”

Sign up with Affable today to supercharge your influencer marketing by bringing your search, due diligence, and analytics tools in one place.

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Unilever To Cut Ties With Influencers Who Buy Fake Followers

June 21, 2018 Posted by In The News 0 thoughts on “Unilever To Cut Ties With Influencers Who Buy Fake Followers”

A large number of followers is one of the factors needed to be a popular influencer but with Instagram’s ever-changing algorithm, low barriers to entry and stiff competition are causing many influencers to turn to shifty methods of inflating their profiles. Multiple services offer intelligent fake followers at prices cheaper than a day’s lunch!

Unilever, one of the world’s largest consumer goods companies with products like Dove, Lipton tea etc, is attempting to crack down on influencer fraud by canceling contracts with influencers with paid followers. The FMCGs’ Chief marketer, Keith Weed said: “The key to improving the situation is three-fold: cleaning up the influencer ecosystem by removing misleading engagement; making brands and influencers more aware of the use of dishonest practices, and improving transparency from social platforms to help brands measure impact.”

 

2018 has been a year of explosive growth for influencer marketing with the market estimated to reach $10 billion by 2020. Entrepreneur reported that 41 percent of marketers surveyed spent only 5 percent or less of their budget on influencer marketing. But more than half of them are looking to increase their budget over the coming years.

While buying bots has been a prevalent practice on Instagram, the scale of this issue came into the spotlight after The New York Times published an exposé on the practice of buying followers and bots to increase engagement. Engaging with fake followers or bots through influencer campaigns is a waste of marketing resources especially for brands like Unilever, who spent over $9 billion on marketing in 2017.

Influencers are only as powerful as the number of people who trust and value them. What brands are looking for is an influencer’s ability to reach a big enough audience and their level of engagement; thus due-diligence should be vital before hiring an influencer.

While there is no direct way of spotting fake profiles on Instagram, Affable’s machine-learning model can bring a wealth of influencer insights for brands including presenting the % of suspicious following of an influencer.