Posts in Influencer Marketing

Top 3 Guerrilla Marketing Strategies to Inspire your Brand

April 12, 2021 Posted by Influencer Marketing, Social media marketing 0 thoughts on “Top 3 Guerrilla Marketing Strategies to Inspire your Brand”

Have you heard of the term Guerilla marketing? Guerrilla marketing is a unique strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. Using the element of surprise, brands can run successful advertising campaigns without spending big bucks. These campaigns also often spin-off to become viral marketing campaigns on the internet, generating active discussion on social media.

With marketing budgets shrinking due to the impact of the pandemic, many brands are now looking for more cost-effective strategies to implement their campaigns. In fact, guerilla marketing is considered to be the best marketing strategy for small businesses, given their limited budget and limited resources. 

Curious about how guerilla marketing can give your content marketing strategy a boost? Let’s take a look at some inspirational examples of guerilla marketing strategies and how to implement them! 

Creating Unconventional Content

 

Playing Dress-up

Getting your creative juices going is one of the first steps to a successful guerilla marketing campaign. As audiences on social media have short attention spans, it is important to come up with a shocking visual or message that can capture the attention of your target audience. More often than not, an impactful message and creativity is half the battle won. 

A noteworthy example is a Singaporean influencer, Noah Yap’s (@onlynoah) collaboration with @pringglessingapore. Bringing attention to Pringles’ new packaging #poppinnewlook, Noah did a playful dress-up as Mr. Pringles himself and brought the brand to life! His short video on Instagram attracted over 12k views with Noah changing into different outfits to introduce a variety of Pringles’ flavours. By breaking the monotony using a fun and lively video, the influencer marketing campaign was wildly successful in creating engagement on social media.  

 

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A post shared by Noah Yap 叶荣耀 (@onlynoah)


In fact, playing dress-up seems to be a trend on social media nowadays! Last May, Royal Chaos, a mobile card-based adventure game, also launched a creative campaign featuring influencers @sylsylnoc, @ninatsf and @qinlovesmacaronsss. Dressed to look like characters in the game, engagement rates were high as followers were rewarded with a pleasant surprise. After all, what better way to advertise about a game than to bring it to real life and live it out with gaming influencers?  

 

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A post shared by Sylvia Chan (@sylsylnoc)

Catchy Rap Song

Beyond playing dress-up, video marketing is also a cost-effective social media strategy that can wow audiences. In a partnership with @monsterenergy, rapper and singer, Fariz Jabba (@farizjabba), used his talents to release a catchy rap song on Instagram. The rap featured Monster Energy’s Mango Loco drink and was a brilliant new way to introduce the product. With over 5k views for the video and followers asking for more in the comments section, Fariz’s creativity and talent was definitely a big plus!   

 

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A post shared by FARIZ JABBA (@farizjabba)

Following the explosion of TikTok and IG Reels, brands are now looking for more exciting ways to connect with their audiences on social media. If you’re interested to find out how to amplify your marketing strategy with videos, check out our other blog on the 4 Biggest Video Marketing Trends in 2021

Memes/ Comic Strip

Another way is to create exceptional results with limited spending is to appeal to humor which is what @sgagsg did. In a partnership with @lifebuoysg during the Chinese New Year period, they jokingly used Lifebuoy’s hand sanitisers as a decoration for a plant. While this might seem like an evil prank at first glance, @sgagsg highlighted the visual appeal of Lifebuoy’s hand sanitisers and how they looked festive and eye-catching. By using humour to bring the message across, the post received a whopping 9,399 likes and succeeded in attracting the audience’s attention. 

 

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A post shared by SGAG (@sgagsg)

Besides using memes, @sgagsg also used an alternative way to bring the message across using a comic strip to introduce Samsung’s devices to consumers. By personalising the content to cater to audiences in each Zodiac sign and what Samsung device they should own, Samsung’s products became more relevant to consumers. With personalisation, brands can increase the cost-effectiveness of their campaigns by reaching out to their audiences using targeted messaging that appeals to their needs. 

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A post shared by SGAG (@sgagsg

Creating a Movement 

While creative content and humour can increase marketing effectiveness of individual posts, brands can also create greater impact by launching an organic movement that resonates with their target audience. 

GOMO Data for Good 

An example is @gomobysingtel’s #DataforGood campaign encouraging people to spread love, kindness and positivity online to encourage a more mentally well Singapore. The campaign includes a #behindthescreens challenge where users share their screen time & tell what good they have been doing online. By partnering with micro-influencers like @kattariya._, @gomobysingtel was able to create greater awareness within the community while showcasing a positive brand image. Encouraging your target audience to take part in a hashtag campaign is also one of the ways your brand can increase reach organically. 

 

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Bài viết do 𝒌𝒂𝒕𝒕 ☾⁂ (@kattariya._) chia sẻ

Guinness St. Patrick’s Day 

And…that’s not the only interesting campaign! Just last month, Guinness launched a St. Patrick’s Day campaign asking people to nominate their friends and family for half a pint of free Guinness beer at selected bars across Singapore. Popular social media influencer, @j.jaikishan collaborated with Guinness for a social media post where he nominated his mother as his “Saint” for St. Patrick’s Day. The heartwarming post received over 1k worth of likes and helped to raise awareness of the campaign online. By using a unique referral program for audiences’ to nominate “Saints” in their life, Guinness successfully drove online word of mouth on social media platforms. Hence, brands that want to implement cost-effective marketing campaigns can take advantage of the shareability of the virality of social media platforms to boost their referral programs and campaigns. 

 

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Bài viết do Kishan (@j.jaikishan) chia sẻ

Work with Micro-influencers

Last but not least, for cost-effective influencer marketing campaigns, brands can consider working with micro-influencers instead of celebrity influencers. Influencer marketing is considered to be a guerilla marketing tactic on social media as it generates high marketing ROI. Working with micro or even nano-influencers can help to lower costs further and connect your brand with niche communities on social media. 

Can’t wait to find out more top-performing micro-influencers to work with for an effective influencer marketing campaign? Contact us for a free demo to learn more about our influencer data analytics platform and discover authentic influencers for your brand!

 

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Top 5 Feature Updates from Affable You Should Know About!

April 7, 2021 Posted by Artificial Intelligence, Influencer Marketing 0 thoughts on “Top 5 Feature Updates from Affable You Should Know About!”

Affable is one of the leading influencer marketing platforms that help brands run impactful data-driven influencer marketing campaigns. The AI algorithms that power Affable were built from the ground up by our team of software development talent, who is working constantly to update the platform with more useful and powerful features. 

Here are some of the biggest feature updates from Affable that can help brands achieve the best results when running influencer campaigns! 

1. Searching for Multi-channel Influencers 

Customers now don’t live on one social media channel alone. That’s why brands have been partnering with multi-channel influencers, which allows them to reach a much wider audience and ace their cross-channel marketing campaigns! 

Although searching for multi-channel influencers is a complex feature to integrate, our tech team managed to pull it off! Marketers can now identify creators who are active on different channels and see their social media profiles with just one click!

 

2. Calculating Unique Reach

Audience overlap is a common issue that occurs when the total campaign’s reach accounts for duplicates across audiences. This issue hinders a brand’s ability to reach more audiences and drive up its costs. 

So how to identify audience overlap in your campaign? At Affable, we help brands calculate and report 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! By doing this, our tool helps marketers to value the influencers they are working with, as a group and individually. 

 

3. Exclusion Search

Exclusion search a minor feature update but can create a big impact! 

Brands can use Negative Search to avoid working with influencers who had mentioned or been sponsored by your competitor in the past. What’s more, you can also exclude certain interests and locations for greater precision. For example, you can search for influencers that mentioned Shopee but not Lazada, having followers in MY but not based in MY.   

This exclusion search, combined with other filters, makes Affable’s Influencer Discovery tool a cut above many of its competitors!

 

4. Integration of Trackable links

Including links in influencer’s content is a popular tactic used to track influencer’s performance. This helps brands not only measure the campaign’s impact but also optimize the budget by working with influencers bringing the best values for them.

By using Affable, marketers can create Trackable links for influencers and track clicks on those unique links! Instead of switching between Affable and other link tracking tools, brands can now measure their ROI in one platform. 

 

5. TikTok integration

Video marketing has witnessed the fastest growth in 2020 with the explosion of TikTok. While integrating a new social media platform to Affable is truly challenging, we tried our best to help brands manage and run successful campaigns on TikTok. 

Marketers can now search for TikTok influencers, vet audience quality, look for content inspiration and measure the effectiveness of your TikTok campaign on Affable!

 

Updated: Shopify Integration

Are you looking for a Shopify integration solution to drive and track sales generated by influencers? Our latest update Shopify Integration allows clients to create Shopify campaigns, assign codes for influencers, and measure Sales Generated Per Influencer as well as Total Sales!

 

Affable is a leading AI influencer marketing platform that helps brands discover authentic influencers, manage conversations, track campaigns and measure the ROI of their influencer campaigns – all in one place. 

Feel free to contact us if you have any questions about our features or request a free demo today!

 

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Top 5 Marketing Campaign Strategies In 2021

March 26, 2021 Posted by Influencer Marketing, Social media marketing 0 thoughts on “Top 5 Marketing Campaign Strategies In 2021”

We’re living in a time when the digital marketing landscape is constantly evolving and consumer interests and behaviors are hard to predict. In order to stand out among the virtual crowd and stay ahead of the competition, brands will have to quickly adapt to the changing environment and embrace new trends to resonate with online audiences. 

In this blog, we covered the top 5 marketing campaign strategies that will help your business thrive in 2021. Let’s dive into it now!

Inclusion and Diversity

2021 is expected to see a growing number of marketing campaigns covering a variety of social matters such as race, gender, religion. According to research by Accenture, more than 40% of shoppers from ethnic minorities and the LGBT+ community are willing to switch to brands that have made a commitment towards inclusion and diversity. The same study showed that 29% of consumers can switch brands completely if they don’t showcase enough diversity.

The wave of inclusion & diversity campaigns is not limited to a one-time advertising stunt but has to be integrated into the corporate culture and even new product lines. Fenty Beauty’s all-inclusive foundation, founded by international pop star Rihanna, focused on creating formulas that work for all skin types. Her latest foundation line was released with up to 50 inclusive shades, setting the new standard for beauty and forcing her competitors to rethink their approach. 

Another example is ThirdLove, a lingerie company that aims to make items for all different body types. They feature women of all ages, shapes and races rather than high-fashioned models.

Inclusive marketing is not just about gender diversity or equality. It can be as simple as showing off your customers’ diversity. Bumble’s “Find Me On Bumble” campaign is an example. The brand reached out to its users in New York, brought them together and let them share their inspiring stories. By featuring real stories with real-life users, not models or influencers, it is easier for the audiences to resonate with the video.

 

The Age of Social Commerce

Social commerce comes as no surprise since consumers spend most of their time on their phones and are known to be influenced by brands on social media. In the past, brands used to redirect followers to online stores to make a purchase. However, with new features such as Facebook Shops, Instagram Shops, Buyable Pins, consumers can now shop without even leaving the app.  

To set an example, global beauty brand Maybelline has turned its Instagram profile into a shopping venue with shoppable videos and images. By clicking the “view product” icon, customers can also see other related products.

Another example is Pomelo (@pomelofashion) which features influencers donning their outfits on their Instagram page, for consumers to take inspiration from these #pomelogirls and their beautiful outfits. Singaporean lifestyle influencer, @mirchelley, was recently featured in her #barbiexpomelo blazer, allowing Pomelo to tap into her follower community of 151k users on Instagram. 

You can also check out our latest blog to understand how Social Commerce works and the 3 steps to create a successful social commerce strategy.  

 

Watch & purchase

According to research from Brightcove, 85% of millennials say they’ve purchased a product or service after watching a video. Additionally, 80% of shoppers who used video for purchase inspiration say they did so at the beginning of the customer journey. These statistics display the impact of visualization and the role of video marketing in facilitating buying decisions.  

Here are the biggest video marketing trends that should be included in your marketing campaign strategies:

1. Shoppable videos

Shoppable video is one of the social commerce strategies that enable users to interact with brands without stepping outside. They are also much more appealing and engaging than product photos.

2. Live Stream Videos

Do you know that live videos can hook viewers 3x longer and produce 6x more interactions than other videos? While Facebook, YouTube and Instagram are thriving with their Live features, other social media platforms such as Twitter, LinkedIn, Twitch have started to ride on this trend too!

3. Videos for good

If you want to create an ad that makes people relate and remember your name, delivering videos that inspire is a great strategy. Nike, Dove, P&G are brands that frequently include inspiring messages in their video ads, and they nail it every time!   

4. Soundless videos

Do you know that 85% of Facebook video is watched without sound? Acknowledging this, brands worldwide have been creating some of the best ads on the internet that speak volumes without the use of headphones. Curious how they did it? Let’s take a look at The creative ad from Ikea and Thanks To Frontliners from TBC Insurance!

 

UGC Campaigns 

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.

You can consider 5 ways to boost your engagement with UGC campaigns below.

 

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Bài viết do Affable (@affable.ai) chia sẻ

Influencer Marketing

Coronavirus has caused a great deal of uncertainty to the business environment, but it also has accelerated the growth of influencer marketing in 2020. From a mere $1.7 billion in 2016, influencer marketing is estimated to have a market size of $9.7 billion in 2020. Now it is expected to jump to $13.8 billion in 2021

Here are some influencer marketing trends you can trust to keep business booming in 2021:

1. Influencer commerce

Influencers are now taking over social commerce, in a new trend called Influencer Commerce which is raking in millions of dollars a year. Brands will need to leverage both influencer marketing and social commerce if they want to increase brand visibility and drive more sales.  

2. Multi-channel campaign

Customers now don’t live on one social media channel alone. With platforms like TikTok and Clubhouse coming into play, brands have to note where there is faster growth potential and reach wider audiences with multi-channel content creators. 

3. Strategic long-term partnership

In today’s volatile world, long-term partnerships can lead to more meaningful results. Authentic content is key and established relationships with influencers allow audiences to resonate with the content. 

4. Immersive content

The adoption of Augmented Reality (AR) technology on social media has been on the rise. As technology advances, brands can consider incorporating interactive elements and branded AR experiences to deepen audience engagement.

For more insights and predictions about influencer marketing trends in 2021, you can check out our latest Influencer Marketing Report.

 

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Inside the Rise of Anti-influencer

March 19, 2021 Posted by Influencer Marketing 0 thoughts on “Inside the Rise of Anti-influencer”

Welcome to the world of influencers, where your personal life is no longer private and must fit into the dimensions of an Instagram post! 

These days, it’s hard for us to scroll down our Instagram without seeing beautiful photos posted by influencers trying to sell us something. Influencer marketing has taken off in recent years, opening up a huge opportunity not only for brands and marketers but also for social media stars. 

Together with the growth in the number of influencers, the anti-influencer sentiment is also on the rise. Influencers are also frequently called out due to their opinion on controversial topics and inappropriate behaviors, giving this industry a bad name. But what is the real reason behind the rise of anti-influencer and what can influencers learn from it? Let’s find out!

Influencer Partying during Lockdown

Over the last few months, popular Instagram influencers have been facing huge backlash for traveling during the lockdown period. 

Last August, Youtube influencer Tyler Oakley racked up high view counts with his video “Dear influencers partying during the pandemic…”. In the video, the Youtube creator criticized fellow influencers for their irresponsible behaviors including traveling, partying and not wearing masks amidst the pandemic. Hundreds of his followers responded with the same complaints.

Addressing the same issue, This Morning recently interviewed a fitness blogger who managed to travel to Dubai despite the restriction in her area. She claimed it was an “essential work trip” to provide sunny content for her followers although all her workout videos can be filmed indoors!

Increasing Demand for Free Products and Services 

There are also quite a few stories about influencers that have taken things a bit too far in the past.

One example is an influencer requesting free photography services for her wedding in April 2021. The service includes a 1-hour wedding video and thousands of photos, estimated to be worth £3,000 to £4,000. In return, she would promote the company on her Facebook and Instagram page with a combined follower count of 55k. 

However, there was no mention of the influencer’s name nor links to her social media account in the email, so the company had no way of checking the authenticity of the information. As expected, the offer was turned down, not only because it was unprofessional but also the level of following was not large enough to command free services worth that much. 

Another epic example is about an influencer with 80k followers requesting a free stay at a Dublin hotel. In response, the hotel owner gave her a downright rejection on Facebook saying that he would “never in a million years ask anyone for anything for free”. The post immediately went viral, attracting more than 40k likes and 11k comments.  

The problem here isn’t that she is an influencer. Instead, she had failed to pitch herself appropriately to a business. She was straight up like “I’ll make a video if you let me stay for free” without showing in detail how she will benefit the business (engagement rate, audience’s demographic, examples of her previous work, list of services she can offer, etc). Not to mention, The White Moose Café is a large corporation with 186k followers on Facebook, so working with a micro-influencer like her may not really benefit them.

Inauthentic & Endless Sponsored Posts

Social media posts by influencers are increasingly inauthentic. Many people have complained that Instagram influencers tend to share too many sponsored posts, forgetting to interact with their fans as a result. Audiences have also pointed out that some influencers feature products that don’t match their usual content. For example, a fashion influencer featuring technology products.

On the other hand, some influencers have taken inauthenticity to another level. Few years ago, popular beauty & fashion Influencer Johanna Olsson shared a picture of her taken during her trip to Paris, featuring a fashion brand. Her followers flocked to her post to point out that the image had been altered with Photoshop as she did in a way that was too obvious not to realize! After facing overwhelming criticisms, Johanna had to lock the comments session and go as far as to make a public statement.

 

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Bài viết do Johanna Emma Olsson (@johannaeolsson) chia sẻ

What Should Influencers Do?

1. Be a Role Model

Influencers have power and influence over their followers, so it is important for them to use their influence responsibly. At the end of the day, even if they have a small number of followers, the long-term strategy to build up their following is to be conscious about what the audiences want to see when they follow these influencers. 

2. Authenticity is Key

With authenticity being the core value of influencer marketing, heavy sponsorships, fake images or fake recommendations would do more harm than good. If influencers keep on collaborating with brands without actually using (or liking) the products, they will ultimately damage their own credibility and make themselves less attractive to brands! 

3. Be Professional! 

While approaching brands and asking for collaborations are really common, influencers should be mindful about how to pitch themselves to brands. This includes choosing the suitable brand to approach, learning about them, asking what sort of things they’re looking for, and showing what you can do to benefit the brand. What influencers should always avoid is to ask for free products/services in an initial email to a brand they have never worked with before, especially big-name brands!

 

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Virtual Influencers in Influencer Marketing: Creepy or Cool?

March 17, 2021 Posted by Influencer Marketing 0 thoughts on “Virtual Influencers in Influencer Marketing: Creepy or Cool?”

3 years from our first post on virtual influencers, the virtual influencer trend has quickly gained traction in the industry. Today, virtual influencers are widely used by brands to inspire and connect with Gen Z and Millenials. Luxury beauty brands have also hopped onto the bandwagon to come up with popular CGI influencers, using messages that are tailored to follow the sentiments of their target audience. However, with millennials, craving authenticity in the influencers they follow, is the use of virtual influencers meaningful or just plain creepy? Let’s explore more!

Benefits of using Virtual Influencers

By definition, virtual influencers or CGI influencers are fictional computer-generated ‘people’ who have the characteristics of human beings. With better CGI effects as technology advances, virtual influencers are becoming a powerful influencer marketing strategy for many brands. Here are some benefits of using virtual influencers: 

1. Awe and inspire audiences: Virtual influencers are highly effective as they help brands break out of the norm and connect with digital natives like Gen Zs. Despite being less authentic compared to a real-life influencer, brands that work with virtual influencers can often generate hype and conversations in their audience. In fact, research shows that virtual influencers’ engagement rate is almost 3x that of real influencers! In terms of purchase decisions, 55% of audiences on social media have made a purchase as a result of following a CGI influencer, while 53% have followed a brand and 52% have researched a brand.

2. Control over content: Brands that work with virtual influencers have complete control over what the influencer says and can tune the message to suit their brand image. There is also lesser risk compared to working with influencers that might post offensive or controversial content, leading to an influencer scandal. By eliminating the communication gap, brands can create relevant content that can appeal to their target audience and generate higher engagement rates. 

3. Cost-effectiveness: As virtual influencers can be created and modified with a few tweaks on the computer, brands are finding it more effective compared to working with real-life influencers. Brands that create their own virtual influencer are also able to extract long-term value from them as the influencer can build a loyal following for the brand. By having a virtual influencer as a brand ambassador, brands can also save the time and effort needed to negotiate rates with various influencers.  

Top Trending Virtual Influencers on Instagram 

So who are some of the top trending virtual influencers on Instagram? 

First up, we have Lil Miquela (@lilmiquela) who has been active since 2016 and is one of the first virtual influencers to shoot to fame. Currently, she has over 3 million followers and continues to capture the attention of Gen Z audiences with her relatable posts. As a snazzy 19-year old, Lil Miquela regularly hangs out with other real-life celebrities and even wears clothes from real labels like Nike and Supreme. She also supports the #BlackLivesMatter movement and LGBTQ+ causes. To top it off, she even mentions she has a Tinder profile in one of her recent posts where she is seen holding a dish in front of the camera.

Looking at her Instagram feed, it also seems like Lil Miquela is no different from any passionate and fun teenager on the streets. By using social listening and paying attention to trends that concern Gen Z, her creators have made her into the trendiest and most authentic teenager possible. In fact, virtual influencers seem so real that 42% of millennials and Gen-Zers have followed an influencer on Instagram without realizing that he or she is computer-generated, according to social media consultancy firm Fullscreen.

 

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Bài viết do Miquela (@lilmiquela) chia sẻ


Having an influencer that understands your interest is arguably what makes virtual influencers so popular and relatable today. Instead of being creepy, virtual influencers are actually cool as they look and sound just like the audience’s ideal best friend. 

Nearer to home, we have Rae (@here.is.rae) who is created in Singapore and has over 2k followers on Instagram and 150k followers on Weibo. Posing at various iconic tourist attractions like Chinatown and Haji Lane, Rae brings her audience to explore the sunny island of Singapore with her. One of her posts also features her with influencers from Night Owl Cinematics, @gracelsyy and @joannalhs, chilling at a playground. Without taking a closer look, it is almost impossible to tell who’s the virtual influencer in the picture below. Can you tell?

 

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Bài viết do Rae 蕊 (@here.is.rae) chia sẻ


Influencer marketing agencies are not the only ones coming up with virtual influencers. Luxury skincare brand, SK-II has also jumped on the bandwagon, partnering with AI company Soul Machines to create its first virtual influencer, Yumi. For SK-II, Yumi is an “integral part of its ongoing transformation journey to engage with the younger consumers who are yearning for more meaningful experiences with the brands they know and trust.”

 

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Bài viết do Soul Machines 👥 (@soul_machines) chia sẻ

Another brand that has come up with its own virtual influencer is…KFC! Taking over KFC’s Instagram feed, the virtual Colonel Sanders has been seen going on airplane rides, riding a horse, and even working out at a gym in pictures. Doing things out-of-the-ordinary has helped KFC achieve a breakthrough number of over 20k likes, with its viral hashtag –  #secretrecipeforsuccess By seeing their favorite Colonel “come to life”, audiences were definitely intrigued and hooked onto KFC’s social media page!

 

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Bài viết do Kentucky Fried Chicken (@kfc) chia sẻ

Working with Virtual Influencers

Yet, creating a virtual influencer for your own brand requires a high level of commitment, similar to brand ambassador programs. Moving forward, brands that are looking to work with virtual influencers can take note of these important points:

1. Crafting the right message is key

 As brands have control over how the virtual influencer is portrayed and what he or she says, audiences will attribute mistakes made to the brand instead of the virtual influencer. With this added responsibility, brands have to take extra care when crafting the captions. 

An example is the scandal involving popular CGI influencer, Lil Miquela, who detailed her “experience” of sexual assault in a rideshare. According to her, “ “I just feel this guy’s cold, meaty hand touch my leg as if he was confirming I’m real. His hand literally lingers there rubbing my skin,”. But of course, this incident never happened in reality as she is a virtual character! 

While it is important to create a virtual influencer that is authentic and relatable to the target audience’s experiences, brands also have to beware of possible backlash. In attempting to make Lil Miquela more relatable, the creators behind the character angered social media users instead. One wrote: “It’s a fabrication. A dangerous one. There are ways to make @lilmiquela relatable. This isn’t one of them.” Musician Kehlani also voiced her discomfort by calling Lil Miquela “ignorantly offensive”  Hence, this scandal is a perfect example of the need for brands to be mindful of their message and steer away from sensitive topics. 

2. Leveraging cost-effective rental agreements 

Is having a dedicated virtual influencer for your brand a seemingly unachievable goal? Don’t fret because there’s such a thing as rental agreements for virtual influencers! In fact, virtual influencers work in a similar way to real-life influencers, except that you will be liaising with the creator of the CGI instead! An example is the creative agency, Brud, which built the first CGI influencer Lil Miquela and other virtual influencers like Blawko and Bermuda. Instead of worrying about creating your own virtual influencer from scratch, try identifying and contacting potential virtual influencers to work with instead!

3. Understanding virtual influencers’ audience

As virtual influencers only rose to fame in the past couple of years, it is also important to understand virtual influencers’ audience demographics before working with them. Depending on the virtual influencers’ pre-set character, their following can also differ vastly from one another. 

To determine whether your campaign can reach its intended target audience, Affable.ai’s extensive influencer analytics platform offers insights into an influencer’s follower demographics. An example shown below is the follower growth and audience age distribution of a popular virtual influencer on Instagram. The data is fascinating as we can see a sharp increase in interest for virtual influencers at the beginning of 2020. Not only so, we can also confirm that the virtual influencer will be able to capture Gen Z’s attention, with most of her audience between 19-25 years old.

 

Getting powerful data-driven insights and a deeper understanding of virtual influencers’ effectiveness is important to brands that want to drive successful influencer marketing campaigns. With virtual influencers rising to fame, speak to us and request for a free demo if you’re interested to run a virtual influencer marketing campaign!  

 

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The Ultimate Guide to YouTube Influencer Marketing (P1)

March 10, 2021 Posted by Influencer Marketing, Social media marketing 0 thoughts on “The Ultimate Guide to YouTube Influencer Marketing (P1)”

As we witnessed rapid growth in video marketing in 2020, Youtube is more attractive than ever for brands seeking to connect and engage with their online consumers. Influencer marketing has also become a prominent strategy used by many brands to showcase their products and boost sales. According to a study by Jumpshot, influencer marketing conversion rates (2.7%) are five times higher than traditional pre-roll and mid-roll ad conversion rates (0.5%).

However, brands should take note that running influencer campaigns on a video-centric platform like Youtube is unlike running campaigns on social media channels like Facebook and Instagram. Hence, we created a series to provide you with some of the best practices when carrying out influencer marketing campaigns on YouTube! In this first part of our guide to YouTube influencer marketing, we’ll walk you through:

  • Types of YouTube influencer campaigns
  • Examples of successful influencer campaigns on Youtube
  • How to find the right YouTube influencers

Let’s go!

4 types of YouTube influencer campaigns

1. Traditional product placement

Having your products or services featured by YouTube stars in their videos is a common marketing tactic. By collaborating with them to showcase and recommend your products, brands can increase their visibility to potential customers. As Youtube owns a big share of the gaming market, partnering with Gaming Influencers is also a great way to tap into the gaming community.

Do gaming influencers only promote games? Definitely not! Marketers can partner with them to throw in mentions during live streams or host giveaways with them on YouTube too.  You can read more about how brands are partnering with gaming influencers here.

2. Tutorial, How-to videos

Creating tutorials or how-to videos is another great way to educate people about your products. Beauty brands were one of the first to team up with beauty creators and Youtubers to create tutorial videos. However, this type of video content can also be used by brands in other categories. Below is an example of a Youtube influencer showing how she’s been using VLLO to edit aesthetic videos

Ideally, you want to make your video short so you can utilize it by posting on other platforms like Instagram and Facebook! 

3. Unboxing

Unboxing videos are engaging to watch and easy to make. It offers a personal look into new products, from foods to cosmetics to high-tech items. You can partner with influencers in your niche or collaborate with popular unboxing Youtube channels to feature your product. 

4. Short Comedy

Many YouTube influencers gain popularity by coming up with comedy and amusing content. Teaming up with these influencers is a great way to gain traction and create a funny, positive image for your brand.

Let’s take a look at one of the campaigns that swept audiences off their feet by its great sense of humor!

Creative Youtube influencer marketing campaigns

1. Next Games and Lele Pons

In 2017, Next Games created a buzz on social media by partnering with Youtuber star Lele Pons to promote their game “The Walking Dead: No Man’s Land”. In the 4-minute video, Lele and her friends were playing the game when zombies suddenly came to life and wanted to attack them. With its creative idea and a great sense of humor, the video successfully engaged the audience from the beginning till the end, receiving more than 13M views and tons of compliments on social media!

2. Black History Month Campaign

Taking place in February, people in the United States celebrate the achievements and history of African Americans as part of Black History Month. In response to this occasion, the haircare brand Aunt Jackie decided to cultivate people’s interest in black history. 

They partnered with NaturallyCurly to style their hair with the brand’s products while taking a quiz on Black History Month. The engaging video provided interesting knowledge for the audience, allowing the brand to promote its products in a fun and natural way! 

3. Tiki with Vietnamese artist

Starting from May 2019, Tiki, a strong Vietnamese-owned eCommerce platform, launched its influencer campaign “Tiki with Vietnamese artists” which sponsored 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 Youtube. It helped Tiki’s average access reach over 33 million, ranking 2nd nationwide after Shopee in the second quarter of 2019. While not many brands can run their influencer campaigns on a big scale, sponsoring video production and showing it in a genuine way is also an excellent tactic worth considering.  

You can check out our other blog on Successful eCommerce Influencer Campaigns for more inspiration too!

How to find the right YouTube influencers

Collaborating with famous YouTube stars like Lele Pons or PewDiePie can help promote your brand to a wider audience, but it definitely costs a significant amount of money. That’s why we always recommend brandspartner with local influencers (if you’re a local brand) or a set of micro-influencers to save your budget and maximize your reach to more niche audiences. The question many brands struggle with is: How can I find the right YouTube influencers?

What people often do is to manually search for influencers on Google or Youtube. Googling ‘YouTube influencers’, you will receive a list of top-ranked and expensive influencers in the world. The tip here is to use specific keywords related to your industry such as “Beauty Youtube Influencers” or “Youtube Gaming Influencers in the US” to receive more relevant results.

Yet, those who are familiar with the process will know that it is often tedious and ineffective. Here at Affable, we can offer you a better and faster way to search for Youtube influencers! Using our Influencer Discovery tool, you can easily search for influencers with specific criteria such as gender, category, location and range of subscribers! 

Once you find creators you want to work with, our platform will provide in-depth insights into their average engagement and follower demographic statistics such as age distribution, gender distribution. This tool will definitely keep you from wasting time and money on marketing to those who aren’t likely to be your customers!

   

Conclusion

Being one of the biggest video platforms out there, Youtube is a valuable channel for marketers to get their brands discovered and to connect with online consumers. By running Youtube influencer marketing campaigns, brands are utilizing the huge power of video content as well as word-of-mouth marketing. 

Stay tuned for Part 2 of our blog as we continue looking into steps and tips to create effective influencer campaigns on Youtube!

 

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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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TIKTOK ANALYTICS: 6 IMPORTANT METRICS FOR YOUR CAMPAIGNS

January 29, 2021 Posted by Artificial Intelligence, Influencer Marketing 0 thoughts on “TIKTOK ANALYTICS: 6 IMPORTANT METRICS FOR YOUR CAMPAIGNS”

There’s no denying that TikTok is a powerful platform to drive awareness and conversions for your business. As 51% of TikTok influencers are Gen Zs and Millennials, TikTok is a great opportunity for brands to expand their reach and drive active engagement with the younger generation on social media.

From choosing the right influencers to keeping track of their performance, there are important TikTok analytics that brands must know to optimize their campaigns. Just like running influencer marketing campaigns on other platforms, brands will have to find the right TikTok creators to reach the right target audience. Monitoring influencers’ performance and determining which influencers are producing results also becomes essential when it comes to influencer campaign management. 

Today, we’ll be looking at 6 metrics in total, broken down into 3 different categories – Influencer statistics, follower demographics, and campaign engagement. Let’s dive in now!

TikTok Influencer statistics

Influencer Engagement Rates

Engagement rate is one of the key performance indicators (KPIs) of a TikTok creator. Using our TikTok Influencer Analytics, you will find a set of comprehensive metrics to measure influencer’s engagement, including Average Plays, Average Comments, Average Shares, Average Likes and Suspicious Follower Rate. 

In general, we would recommend brands to collaborate with micro-influencers. According to our influencer marketing report, influencers with 10k-100k followers have the highest average likes and views on TikTok compared to other influencer tiers. It is also highly possible for brands to reach and engage millions in minutes as TikTok micro-influencers often have more views than their follower count.

For more information, read our full report here.

Followers Timeline

Followers timeline, together with suspicious follower rate, can help brands to measure the authenticity of an influencer. Timelines with sharp spikes suggest that influencers have earned a massive following in a short span. This phenomenon happens for several reasons such as hosting of 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.

Engagement Timeline

Engagement timeline is another factor worth looking into when finding the TikTok influencers. Influencers with an engagement rate that is going downhill is not a good signal, even if they have had pretty good engagement rates in the past. It shows that either the content is less interesting over time or the influencer is currently not active enough to maintain his/her engagement.

Audience Demographics

With this metric, brands can understand the influencer’s audience based on their demographics such as age range, location and gender distribution. This metric can help brands to check if their audiences match the demographics of your target market. More importantly, it keeps marketers from wasting time and money on marketing to those who aren’t likely to be your customers.

TikTok Campaign’s Engagement

Campaign overview

When tracking your campaign’s performance, the first thing you should look into is the overall campaign results, which include Total Estimated Reach and Average Engagement Rate. From that you can calculate different metrics including CPM (Cost Per Mile), CPE (Cost Per Engagement) and CPV (Cost Per View).

According to Influencer Marketing Hub, TikTok organic engagement rates range from 3% to 9% based on their following. So in this case, an influencer campaign with an average engagement rate of 16% is a highly engaging campaign. 

Engagement breakdown

One of the most attractive metrics to measure campaign performance is the engagement breakdown for TikTok videos. By knowing what are the TikTok posts that have received high engagement rates, brands can identify which influencers are driving more value. Brands can also know whether their content strategy is working so as to get better ideas for future video marketing campaigns. 

Using Affable’s TikTok influencer campaign analytics platform and Content Discovery Tool, you can easily find the total reach and engagement for each video, together with estimated engagement rate in 4 different metrics: Views, Comments, Likes and Shares.

The results can also be exported into an Excel spreadsheet so you can easily keep track of your results and present it to your team.  

Bonus: Using Affable’s Content Discovery platform, you can also track your competitor’s performance on TikTok. Simply use our advanced filters to search for influencer’s content and you can see what kind of content your competitors are producing and how well they are engaging the audiences!

 

With the increase in demand for video content, brands have started jumping to the brandwagon and finding success by collaborating with TikTok influencers. Using Affable’s platform, brands will be given access to thousands of influencers on TikTok, make clever collaborations with them with our trusted influencer analytics, manage conversations and measure effectiveness – all in one place. 

Contact us now or request a free demo today to run high-impact influencer marketing campaigns on TikTok! 

 

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Content House: The home of social media influencers

January 27, 2021 Posted by In The News, Influencer Marketing 0 thoughts on “Content House: The home of social media influencers”

If you’re not familiar with the concept of a content house (or creator house), you’re not alone! 

In recent years, social media influencers have been taking over the internet and drawing a huge following on social media. In the quest for higher productivity and collaboration among influencers, some of them team up to create a big trend in the world of influencer marketing: A content house. So what exactly is a content house, who owns it, and how these houses can benefit brands and influencers? Here is everything you need to know! 

What is a content house??

In essence, a content house (or creator house), is a physical space for social media influencers to live together and collaborate with each other. These houses usually feature nice lighting, beautiful rooms, big gardens and stuff that support influencers in creating good content. 

So where did the concept originate from? In 2014, members of an early Youtube collab channel Our Second Life lived and worked together in a house called 02L Mansion. Soon after, YouTuber mansions were popping up all over the city. In recent years, with the increasing popularity of influencer marketing, there has been a huge growth in the demand for content houses, especially among TikTok influencers. 

@thehypehouseHype House ❤️♬ No Idea – Don Toliver

 

How do content houses benefit influencers?

Content houses are beneficial to content creators in many ways. Living under the same house, influencers can collaborate with each other and tap into one another’s following. In some houses, members must be working in the same industry so they can share their skills, experiences and support each other in content creation. A typical example is the Glam House (@theglamhousebh) founded by an LGBTQ+ trans activist and beauty influencer La Demi, where beauty influencers collaborate with brands in the beauty industry.

 

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Bài viết do Coming Soon (@theglamhousebh) chia sẻ

There are some content houses that are well-known for high cost and luxurious amenities such as Hype House, Icon House, The Wave House. With about 20 influencers, Hype House is one of the largest content houses for TikTok influencers. Located in LA, this 6,600-square-foot home includes 10 bedrooms, nine bathrooms, fireplaces, bars, gardens, a pool and so on. UK-based content house “Wave House” is claimed to be worth £5Million and is located in the outskirts of London.

The Hype House (source: NY Times)

 

 

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Bài viết do The Wave House (@thewavehouse) chia sẻ

There are also some pretty strict rules for staying in these content houses. Speaking to the New York Times in January of this year, TikTok star Chase Hudson and YouTube personality Thomas Petrou shared that their members have to create new content every day. “You can’t come and stay with us for a week and not make any videos, it’s not going to work. This whole house is designed for productivity. If you want to party, there’s hundreds of houses that throw parties in L.A. every weekend. We don’t want to be that. It’s not in line with anyone in this house’s brand”, Thomas said. 

How content house benefits brands

Not only are influencers benefiting from content houses but brands and agencies can too! First and foremost, these content houses make it more convenient for brands to search for influencers, as these influencers are in groups. 

A more direct way to utilize content houses is that brands and agencies can provide such houses for influencers (free of charge) in return for a quota for the content production. Having a number of influencers feature your products can give your brand a huge boost to reach a large audience in a short time. One of the most popular content houses in the UK, the ‘Byte House’, is headed by influencer marketing agency Fanbytes with the aim to help clients reach out to Gen Z audience via social media. In 2020, international pop star Rihanna also announced the creation of Fenty Beauty House – her own TikTok content creator hub dedicated to promoting her brand Fenty Beauty to the younger generation. 

Bottom Line

With the rise in demand for content houses, especially among TikTok influencers, this is no longer a new concept but a big influencer marketing trend going forwards. For other influencer marketing trends and predictions about influencer marketing in 2021, check out our latest Influencer Marketing Report 2020 in Southeast Asia.

 

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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:







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.

 

Read our recent blogs:

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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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!