Posts in Influencer Marketing

Influencer Marketing Report 2020 – South East Asia

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

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

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

ABOUT THE INFLUENCERS

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

THE RISE OF NANO-INFLUENCERS

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

INFLUENCER GROWTH

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

PERCENTAGE OF SUSPICIOUS FOLLOWERS PER COUNTRY

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

THE GROWTH OF IG SPONSORED POSTS

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

AUDIENCE’S DEMOGRAPHICS

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

IMPACT OF COVID-19 ON INFLUENCER MARKETING

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

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






fitness microinfluencers

Top Trending Fitness Microinfluencers in Southeast Asia (SEA)

July 10, 2020 Posted by Influencer Marketing, Uncategorized 0 thoughts on “Top Trending Fitness Microinfluencers in Southeast Asia (SEA)”

The COVID-19 outbreak has caused the fitness industry to go digital. While gyms near you might be closed, home fitness has seen a huge uptake as a promising alternative which is nearly as intense as a gym workout.

Looking to engage stay-home consumers? The spotlight is now on fitness influencers who are leading the trend with their home fitness workouts. As more people shift towards home workouts, fitness influencers have seen a spike in engagement and in direct-to-consumer sales. Motivating and fun influencers inspire consumers to keep in shape, aside from all the quarantine snacking. After all, who doesn’t want to get fitter and kill some time during self-isolation?   

In particular, we are zooming into microinfluencers in the fitness industry. Despite having a smaller audience, fitness microinfluencers are more niche-based and have higher observable engagement which is meaningful for brands to tap on. Overall, the benefits of working with microinfluencers are plenty, as mentioned in our previous blog post. 

Influencers with Viral Home Fitness Workouts

One of the viral trends you might have heard of is Chloe Ting’s workout videos. With more around 10.2M subscribers on YouTube, Chloe’s workouts are beginner-friendly and need little to no equipment. Her most-viewed video, “Get Abs in 2 Weeks”, has since earned 150M views. She also has other free home workout programs which fit perfectly with stay-home consumers who are looking to kill time and achieve their fitness goals.

And if you’re not a part of the trending #ChloeTingChallenge, we have another rising fitness influencer closer to home – Jordan Yeoh. The Malaysian ‘durian seller’ turned fitness instructor saw a rapid subscriber growth, attracting audiences with his unique live home workout videos. Besides surprising his followers with home gym workouts using household objects, he also showcases fun workouts with his daughter in his videos. 

 

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Biceps + Legs + Shoulder + Chest + Daddy’s little girl’s core workout

A post shared by Jordan Yeoh (@jordanyeohfitness) on

Fitness Microinfluencers On TV

Chai tow kway (fried carrot cake) chef, Walter Tay, is one of the rising fitness microinfluencers, who has the attention of Singapore’s fitness community. Known as the Hawker Hunk, Walter extends his influence to sharing home workouts on television programme, Home Together, by @mediacorpch5

Another fitness microinfluencer to note is Kirstie Gannaway who is known for her appearance on Channel NewsAsia’s adventure and lifestyle guide, This Weekend. As a female boxer, her posts combine both beauty and strength and she also motivates her followers with inspirational captions.

 

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In the darkness we get the chance to see what we couldn’t when we were blinded by bright lights 💡 📸Photography by @bangbing_b8

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As traditional media warms up to social media influencers, brands can target microinfluencers to reach audiences across a variety of channels.  

Fitness Mums

Next on our radar are the fitness mums of Instagram! These super mums are true #fitspo, as we all know how busy mums can be. Working out, however, seems effortless for @thatmomoffour who has 4 children. On top of that, she is also co-founder of @triumfitness, playfully engaging her daughter and dog to teach virtual classes with her from home.   

@kellylatimer, or “Sienna’s Mummy” as she calls herself, also showcases the precious mother and daughter bond she has with her daughter. Including fitness activities into their daily life, Kelly features this active lifestyle with her family in her posts and collaborations with @samsung_sg.  

 

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✖ letting off some steam ✖ We run. We sweat. We play. We sweat so much. She is always running. We are always working out. We are rolling on the floor. We are enjoying this time together, because these moments are precious. I am an essential service, so I am working outside right now. And that is a little scary. We meet people. So, whilst Sienna is getting sweaty at home, and I am potentially germy whilst out, I am ever thankful for the little things like @samsung_sg’s Hygiene Steam Cycle. The steam rises up from the bottom of the drum and removes up to 99.9% of bacteria from the laundry. So, go be a child, sweetheart. Cuz the great outdoors, is truly very great. And mama knows you’re safe. #sgunited #stayhomesavelives #stayhomestayhealthy #samsunghomeappliances #siennajamieloi #letthemplay #quickdrive #1000hoursoutdoors #childhood #withGalaxy #GalaxyNote10plus #ad

A post shared by Kelly Latimer (@kellylatimer) on

And if you are looking for some beautiful and elegant yoga poses to go with your brand, fitness microinfluencer @hanadoesyoga recently had a successful Mother’s Day collaboration with @sudio by integrating wireless earphones into her workout.

 

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how are you mamas treating yourself on Mother’s Day this year? previously, i’d have told the fam to not bother me and let me have a day all to myself – there was a time when the kids were small, when i had to lock myself in the toilet for some alone time while they bang down the door to let them in. #truestory #ihavephotoevidence 🤷🏻‍♀️😂 but now, as they’re older and doing their own things and finding their own space without me, i find that i *do* want them to bother me a teensy bit more. also, now, i‘m the one having to bang down their doors… 😂 anyway, happy Mother’s Day to mamas new and old out there! ps: you can treat yourself to these sweet @sudio wireless earphones. use the code ‘hanadoesyoga’ for 15% off! #sudio

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Student-Athletes Microinfluencers

Within the fitness microinfluencer community, student influencers provide a valuable connection to the youth. Young teens now have a big following on social media which can help brands achieve a takeoff with their Gen Z marketing strategy

Full-time student-athlete, @kerstinong, has 11.3k followers and engages her followers with creative content using @underarmoursg shoeboxes for her single leg hops.

On the other hand, SMU Business student, @janaechua, has an aesthetic feed filled with fitness content and shared about the trampoline fun she experienced @BounceSingapore. As millennials are constantly looking for new activities to do with friends, recommending fun and entertaining activities only shows that she knows her audience too well. 

 

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Recently, I was given the opportunity to embark on a fun entertainment trail and I had so much fun! I went to @BounceSingapore with my gal pals where we tried to shoot hoops, do flips (in which we failed but we tried) and also trailed along the climb wall! If you’re looking for a new activity to do with your friends, you should definitely check out Bounce at Cineleisure 😊🥰 Here’s a promotion not to miss: a special Double Deal available from now till 17 April (weekdays only)! At just $52, 2 jumpers can enjoy 2 hours of jump, slushies and grip socks! Bask in some youthful energy, as Cineleisure is a great place to hangout with its diverse yet affordable range of entertainment options! @CathayLifestyle #CathayEntertainmentTrail #CathayLifestyle @TheGoodFolks #bouncesingapore

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Leveraging on student microinfluencers in the fitness community not only helps brands to reach out to campuses, but also sends a powerful and relevant message to the younger audience.

Ready to start your own influencer marketing campaign and discover other fitness microinfluencers? Find out how to find the right influencers

 

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COVID-19 Charity Initiatives in Asia

COVID-19 Charity Initiatives in Asia

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

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

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

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

Donating Masks for COVID-19   

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

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

 

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

Leveraging on Existing Resources

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

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

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

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

One For One Campaign

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

Influencer Power

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

Make a pledge to donate here

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

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

More Ways to Contribute with Social Media

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

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

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

 

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How Brands can Collaborate with Gaming Influencers

How Brands can Collaborate with Gaming Influencers

June 8, 2020 Posted by Influencer Marketing 0 thoughts on “How Brands can Collaborate with Gaming Influencers”

The gaming industry has never felt more alive. Staying at home for the past few months have turned audiences to seek out entertainment options, and gaming is one of them. From finding a distraction to virtual bonding with friends, video games have seen an increase in popularity amid the COVID-19 pandemic (not to mention the number of Animal Crossing fans out there). 

With more than 2.5 billion gamers across the world, brands are starting to recognise that they make up a sizable number of their customers. A study by Google and Ipsos MediaCT highlights exactly how influential Gamers can be for marketers, and their emerging purchasing power as compared to the general online population. 

Interested to find out how to get a headstart in the gaming industry? Using Affable’s Content Discovery Tool, let’s do a run-through of the hottest trends in the gaming industry on Instagram!    

Having Fun with Content 

What better way to advertise about a game than to bring it to real life and live it out with gaming influencers? This May, Royal Chaos, a mobile card-based adventure game, 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. 

 

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wootz! a NEW class has arrived in @royalchaosofficial! check out the ‘Musicians’, a class who has a grand vision & possess great powers with their musical instruments. . I played Royal Chaos when they started in 2018, which is a really popular game because of all those well received chinese dramas – ladies challenging their wittiness, be the last surviving one that shines. every lady in the palace want to be the dearest to the emperor even thou there are many guy characters too. . alongside this game update, there are also new costumes, storylines, features, quizzes and pets to explore. SO MUCH FANTASY! i’m now Musician Qin (琴 Zither) and not Physician Lee anymore. maybe i will aim to be the empress this time. 🤣 . no more boredom at home if you download this free game from the app store or google play. it is really fun and addictive! males can choose to play a guy character instead and see how you can manipulate and change the story. download via this link & play with me! https://cutt.ly/2yqbERJ ——————— #RoyalChaos #熹妃傳 #熹妃Q傳 #StayHomeAndPlay #MobileGaming #Gamer #GamerLife #GamePlay #GamerCommunity #GamingLifestyle #Instagame #Gaming #GamingCommunity #GamingClips #GamingLife #InstaGaming #GamingPosts #GamingBlog #GamingBlogger #GamingLove #SGGirls #SGKOL #KOLSG #SGIG #IGSG #SGLifeStyle #SGLifeStyleBlogger #SGBlogger

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Gaming Must-Haves 

Gaming in comfort and style is a must. Products which complement the gaming experience are quintessential to a good game. Showcasing its beautiful ergonomic chairs, Apol collaborated with @hafizazizzz for gamers to give their gaming environment an upgrade. 

Razer also partnered with @alvinology to host a giveaway for its Kraken Kitty gaming headset, which adds a touch of cuteness not only to games, but also conference calls which are particularly relevant when working from home. Gamer or not, the look of the headset on @alvinology is definitely a style that pink fanatics out there will go for. 

 

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[GIVEAWAY] Working from home with endless conference calls? Get the Razer Kraken Kitty gaming headset so you can look damn cool when making video calls! If it is good enough for gaming, it is more than adequate for all other uses. In a special partnership with Razer Singapore, we are giving away a set of Razer Kraken Kitty! To win, follow both @alvinology and @razer on both Facebook and Instagram. Then, share our post on Facebook or Instagram and drop us a comment on why you want to win the Razer Kraken Kitty. Remember to tag at least one other friend to share about this giveaway. Detailed review on Alvinology.com. #giveaway #contest #contestgiveaway #razer #razerkraken #razerkrakenkitty

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Introduce New Technology

Not forgetting, how can style be without the newest and coolest technology out there? As gaming evolves with advancements in technology, Virtual Reality (VR) is bringing gaming onto the next level. 

Recently, Oculus created a campaign by onboarding a community of gaming influencers. As an #OculusPartner, influencer @brucegreene uploaded a video of him playing Ping Pong against a VR robot which visualises the entire VR experience. Leveraging on the presence of gaming influencers in the community, brands can introduce new technology to consumers and set the trend for a different type of gaming experience. 

Move Beyond Gaming Influencers 

Given the overlaps between gaming and lifestyle, Xbox also engaged lifestyle influencers to promote their new One S All-Digital Edition console. Lifestyle influencer @annabelleshea “was never much of a “gamer girl” but instead highlighted how it helped to keep her relationship strong while @marjanne.co shared about her friendly competitions with her husband. To expand the pie, brands should recognise that the social aspect of gaming is a key asset and showcase other sides to gaming. 

Bonus: Brands outside the Gaming Industry  

Even if your brand is not in the gaming industry, it doesn’t mean you cannot collaborate with gaming influencers. Brands outside of the gaming industry are also entering the space and appealing to gamers. 

Among other food brands marketing to gamers, Pringles US recently collaborated with @icabenitez, demonstrating this perfect pairing with a video game on screen, and a bowl of pringles right beside. Jordans Cereal Australia also has a perfect way for gamers to start the day like @instainspiredliving, with their oat and barley clusters. Clearly, video games and snacks have a tasty relationship

And when you think this cannot get any different, Pataday’s eye allergy itch relief also targets gamers who are looking at their screens for long periods of time in their collaboration with @joesdaily. Fast fashion retailer Primark has also joined the game with their range of apparel featuring gaming like Minecraft and PS4, engaging parenting influencer @pinkpeonyhome and her kid. 

As the implications of COVID-19 continue to unfurl, consumers will continue to be encouraged to keep their distance from others and stay indoors. Existing gamers will spend more time playing, but new players have also started to dip their toes in the gaming waters. Gaming influencers open the doors for gaming and non-gaming brands alike to reach their target audience. Brands now have a unique opportunity to tap on influencer marketing and connect with millions of millennials in a genuine way. 

 

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How travel influencers have been impacted by Covid-19

How travel influencers have been impacted by Covid-19

April 9, 2020 Posted by Influencer Marketing 0 thoughts on “How travel influencers have been impacted by Covid-19”

Travelling in the midst of Covid-19 is certainly not a good idea, right?

However, when your income depends much on travelling, staying at home has a cost. As the travel and tourism industry have been hit hard by the Covid-19 pandemic, travel influencers are definitely facing a hard time in their career. But to what extent travel influencers have been impacted by the pandemic, and how they are adjusting their strategy to cope with difficults situations, let’s find out now!

How travel influencers have been impacted by Covid-19 

First, let’s take a quick look into the current context. As a global attempt to prevent the Covid-19 from spreading, countries around the world have closed their borders and imposed travel restrictions for foreign tourists. Such action resulted in a record low demand for flying, leading to the temporary suspension and reduction in flights of the global airlines. As travel is now nearly impossible, influencers are struggling to cope with how to move forward in the unprecedented  time

In order to better understand how Covid-19 has impacted travel influencer’s activities on social media, we used our Brands Comparison tool to select the 5 most active Asian airline brands on social media and see how many influencers mentioned these airline brands in their posts amidst the pandemic. Overall, it can be seen that there is a rapid decline in the number of influencers (down 54%) from the week of March 9th, 2020 till the end of March 2020. This decline is predictable as Covid-19 has not started escalating in this region until early March 2020, followed by national lockdown and travel restrictions in many countries. While the general downward trend indicates the negative impact of Covid-19 on travel influencers, the slight upward trend in the week of March 23th may represent influencer’s efforts in adapting their strategy amidst the pandemic.

The number of influencers mentioning airline brands in their posts from December 30th, 2019 to march 30th, 2020

The number of influencers mentioning airline brands in their posts from December 30th, 2019 to march 30th, 2020

 

How travel influencers are adapting their strategy amid Covid-19 crisis

1. Staycation is an ideal alternative

Travel-related content is considered a sensitive topic given the current situation. Recently, local celebrities and influencers are facing backlash over their travel photos amid the Covid-19 as they are criticized for being ‘stubborn’ and irresponsible for their content. While travelling to different countries is not encouraged at the moment, spending the vacation at home could be an alternative.  

“Staycation” refers to a vacation that people spend at their own country (or stay at home) rather than going abroad. While #staycation is not a new term among travellers, it has not gained its popularity until Covid-19 started taking off in March. By shifting the focus from traveling abroad to domestic travel, influencers can now share their travel stories without facing criticism, at the same time, take this chance to promote the local travel industry in their countries. 

 

Jerilynmoon, one of the most famous travel & lifestyle instagram influencers in Singapore, received a lot of compliments from her followers for the picture of her staycation at @Marinabaysands hotel

Jerilynmoon, one of the most famous travel & lifestyle instagram influencers in Singapore, received a lot of compliments from her followers for the picture of her staycation at @Marinabaysands hotel

 

… And the opportunity to support the local travel industry in their hometown

… And the opportunity to support the local travel industry in their hometown

 

2. Making the best of their old photos

Since late March 2020, many countries have imposed national shutdown and encouraged their citizens to self-quarantine at home. This means that everyone has to stay indoors, and travel influencers can no longer enjoy their staycation, so what’s next?

Numerous travel influencers, including Lingweiix, Xinlinnn and Yuni, decided to have throwbacks of their old travel photos to keep their Instagram feed active during the period of self-quarantine. Singaporean instagram influencer Yuni also started producing high-quality content that provides travel guidelines and detailed feedback of destinations where she went to. This change in the content strategy has gained her a lot of traffic and compliment from her followers.

 

To create conversations and keep their IG feed active

Most travel influencers are having throwbacks of their old travel photos to keep their IG feed active

 

Yuni started producing high-quality content that provides travel guidelines and detailed feedback of destinations where she went to.

Yuni started producing high-quality content that provides travel guidelines and detailed feedback of destinations where she went to.

 

Another strategy to help influencers make the best of their old photos is to mention the brands that were featured in their images. Todayweexplore, a profile used by 2 famous travel & lifestyle Instagram influencers, made a smart move by having a throwback of their Bali trip while promoting the airline brand AirAsia amidst Covid-19 without facing criticism. 

Todayweexplore managed to promote for airline brand AirAsia by having a throwback of their Bali trip last month

Todayweexplore managed to promote for airline brand AirAsia by having a throwback of their Bali trip last month

 

Other travel influencers such as Chloetwl and Alexis also adapt their travel-related content by having a throwback of their previous travel and tagging the cruise and hotel they were staying during that time.

3. Don’t Put All Your Eggs in 1 Basket!

Don’t put all your money and effort into one investment, because you will place yourself at higher risk of losing everything when it fails. 

Influencers may not be investors, but they’re definitely taking it seriously. Recently, we have seen a gradual shift in the content of travel influencers as they started partnering with more brands outside the travel industry. zippyzipeng , one of the popular travel and lifestyle instagram influencers, has recently wowed her followers by posting a glamorous picture of her featuring Huawei Mobile Singapore. Other influencers including Lingweiix and thewinterchee are also widening their product category (cosmetic, fashion brands), and they still received great engagement from their fans.

zippyzipeng recently wowed her followers by posting a glamorous picture of her featuring Huawei Mobile Singapore

zippyzipeng recently wowed her followers by posting a glamorous picture of her featuring Huawei Mobile Singapore

 

thewinterchee has increasingly featured beauty brands in her content instead of travel pictures

thewinterchee has increasingly featured beauty brands in her content instead of travel pictures

 

Lingweiix also gains her reputation as an embassador for fashion brand

Lingweiix also gains her reputation as an embassador for fashion brand

 

Producing the right content is always the key to social media engagement. While the Covid-19 pandemic has been creating a negative impact on the travel industry in general, travel influencers could consider this challenge as an opportunity to be flexible with their content strategy or capture social media’s attention by being creative with their posts.

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

influencer marketing content has been impacted by covid 19

How influencer marketing content has been impacted by Covid-19

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

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

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

1. Cooking tutorials instead of food review

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

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

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

 

Never before has Samantha Lee produced such many cooking tutorial video

Never before has Samantha Lee produced such many cooking tutorial video

 

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

 

2. Workout at home with Instagram fitness influencers

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

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

Jordan Yeoh’s series of workout is a fitness series that has captured social media attention recently

Jordan Yeoh’s series of workout is a fitness series that has captured social media attention recently

 

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

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

 

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

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

 

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

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

 

3. The rise of parenting influencers 

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

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

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

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

 

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

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

 

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

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

 

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

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

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

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

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

 

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

Influencers are revealing their personal lives more than ever…

 

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

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

 

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

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

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Discover influencer trends with affable

Discover Influencer Trends by Affable’s Content Discovery

March 13, 2020 Posted by Artificial Intelligence, Influencer Marketing 0 thoughts on “Discover Influencer Trends by Affable’s Content Discovery”

Why Content Discovery

Understanding current influencer trends in your region is crucial as it can provide you with insights about what kind of content influencers are posting on their Instagram and also helps strategize your brand’s message. However, we often see brands struggling by relying a lot on their own knowledge or spending plenty of time and manpower on doing research to find out!

With Affable’s Content Discovery Platform, you will be given the access to our massive instagram influencer database and generate quick result within a few clicks! All you need to do is using a selection of our filters to display the influencer trends that you are looking for. Our list of criteria include:

  • Interests
  • Hashtags used
  • Influencers’ handle
  • When was the image posted
  • Affiliated brands
  • Whether the post was sponsored or not
  • Country the image was posted in

When you run the search, the results are displayed on the basis of recency, the highest number of likes and comments. 

Why Affable’s Content Discovery 

Firstly, this tool can help identify engagement triggers on Instagram – search and social listening trends – to help you strategize your brand message.

You can also use our platform to do competitive research quickly with our massive instagram influencer database. For example, type in “#DanielWellington” in the Hashtag search and plug in the Date you want to see their sponsored content for. Use the Sorting tool then to display the results in the order of the highest number of likes. There you go!

Now you can see with great ease what are the influencer trends for Daniel Wellington in a specific period and location by using our platform!

Now you can see the influencer content for Daniel Wellington in a specific period of time

We also use advanced computer vision to find content for specific interest. When you search for ‘Excercise and Fitness’ in the Interest search, our algorithms scan all images uploaded by influencers to shortlist the pictures with this interest.

Influencer trends for "exercise and fitness" interest

Influencer trends for “exercise and fitness” interest

 

Using Affable’s Content Discovery gives you the access to our massive instagram influencer database and the opportunity to generate the best result from it. So take this chance and discover influencer trends within a few clicks!

Feel free to explore Affable’s Content Discovery here: https://app.affable.ai/#/pages/content-discovery

 

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How to find the right influencers using Affable

How to find the right influencers using Affable

March 4, 2020 Posted by Artificial Intelligene, Influencer Marketing 0 thoughts on “How to find the right influencers using Affable”

“Where to find the right influencers for my marketing campaign?” 

“This influencer has many followers, so they must have a large audience reach!”

With the rise of influencer marketing, I am sure many brands like yours are trying to reach out to the right influencers for your marketing campaign. However, we often see brands getting stuck as they do not know where and how they should start looking. 

Now fret not, because this is the fun part. Affable is one of the best influencer platforms that help you make the right decision based on our instagram influencer analytics. Let’s dive right into it, and here are the 4 things that you can look at to pin down the right influencer! 

1. Influencer’s engagement rate and suspicious followers

Influencer’s engagement rate is the first thing you should take into account when it comes to influencer analytics. This indicator is important as it measures the level of interaction from followers for the content created by influencers. Engagement rates are calculated by: 

  Likes + comments + saved

However, due to the recent infamous ways of buying Instagram followers and automatic comments, engagement rate may not be enough to evaluate how authentic an Instagram profile could be as the number could become artificially inflated.  

Engagement rate and suspicious followers are important to identify the right influencers

Engagement rate and suspicious followers are important to identify the right influencers

 

Affable is one of the best influencer platforms that helps you determine influencer’s true reach by checking their rate of suspicious followers. Influencers with a high percentage of suspicious followers may be an indication that they are using questionable techniques to grow followers, thus might not be a good choice for your brand.

Our partners, Stylehaul and Mothercare saved up to 70% of their time planning and researching on the data for micro-influencers by using Affable.

2. Influencer’s brand affinity

You surely wouldn’t want to work with influencers who used to partner with your competitors, as this could confuse the audience about your brand, right? We can help you avoid such incidence by listing down all the brands that the influencers have worked with before. It also shows whether the post was sponsored or organic, when the image was posted and links to those posts for further reference. 

It is also important to find influencers who share the same interest with your business’s category as it can add credibility and relevance for your campaign.

Check out other reasons why brand affinity is an important instagram influencer analytics.

It can be seen that this influencer has the record of partnering with fashion brands

It can be seen that this influencer has the record of partnering with fashion brands

 

3. Audience’s demographics

Audience’s demographics is one of the key instagram influencer analytics to find out the right influencers. Using Affable, you can discover the influencer’s audience based on their demographic information such as age range, location and gender distribution. This feature gives you a clear picture of what the influencer’s audience will look like and if they match your brand’s targeted audience. These statistics are also provided if you wish to find Facebook influencers.

Audience’s demographic information is useful to help you select the right influencer

Audience’s demographic information is useful to help you select the right influencer

 

Our partner, Huawei Technologies was able to reach out to 75%  of their targeted audience – female, 20-30 in UAE by selecting the right  influencers through Affable.

 

4. Audience’s interests and brand affinity

Besides the demographic information, another useful analytics that helps you facilitate your decision-making is the audience’s interests and brand affinity. If the audience’s interests are in line with your business’s category, your marketing campaigns will stand a higher chance of receiving engagement and better conversion rate.

If the audience’s demographics and interests match your targeted customers, you may have found the right influencer 

If the audience’s demographics and interests match your targeted customers, you may have found
the right influencer

 

Now, with these information, you no longer have to worry about making unsound judgements. Affable is one of the best influencer platforms which helps you enhance your decision based on trusted instagram influencer analytics. For more information and features on Affable, you can check us out at affable.ai for a free trial!

 

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Influencer marketing roundup

Influencer Marketing 2018 Round Up South East Asia

January 9, 2019 Posted by Artificial Intelligence, Influencer Marketing 0 thoughts on “Influencer Marketing 2018 Round Up South East Asia”

Year 2018 has been a phenomenal year for marketers in South East Asia. Over 1.5 billion active social media users have helped South East Asia catapult ahead and become one of the most sought after markets for social media influencer marketing.
We have complied influencer marketing metrics for 8 different countries in South East Asia and packaged them into a swanky report.

Download Now

 

 

Get the full report for South East Asia RIGHT NOW!

Download Now

 

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influencer marketing in India

Influencer Marketing in India

December 12, 2018 Posted by Artificial Intelligence, Influencer Marketing 0 thoughts on “Influencer Marketing in India”

Influencer Marketing in India is on the rise, and for good reason: the right influencers can make or break a brand. It is no surprise that brands in India are joining in on the trend, but can they truly get the promised return on investment from their influencers?

The rising problem of Fake followers 

In India, there are over 30,000 India influencers (and counting!) in our instagram influencer database. By running our instagram influencer analytics, we acknowledged that there is a large number of influencers who have been using infamous ways to buy their Instagram followers. Do you know that a payment as little as ₹150 ($2.10) can earn you up to 1000 followers?

We all know that buying instagram followers is a bad idea. One of the reasons that influencer marketing works so well is the ability of influencers to create real impact over the purchasing behaviors of their fans. Once the audience itself is fake and can easily be purchased, little room for campaign effectiveness can remain.

How to tell if an influencer has bought followers?

One manual way to figure out if an influencer has purchased followers is by sifting through their followers. If you see something like the following then there is a high chance that the followers are paid for:

 

Similar account names, with stock imagery as profile pictures

As you can probably see, this process is highly manual and time-consuming. Luckily, at Affable, our machine learning algorithms do that for you! This is described in our previous post.

The good news

It’s not all gloom and doom. India has plenty of authentic, engaging influencers, and our advanced instagram influencer analytics can help you find them within a few minutes! Here is a food influencer that our search engine identified as having one of the highest engagement levels:

Sample analytics of @the_savage_lens on available on Affable

@the_savage_lens is a Pune based creator that takes gorgeous pictures of foods. Our analysis shows that he is one of the most engaging Indian influencers with an average engagement of 11%, which is several times higher than the 1.49% engagement of similar influencers. This, of course, is no mystery once you see how beautiful and well composed his posts are:

View this post on Instagram

This vadapav was ajajzbzbzbbzznnz….❣️ And I'm feeling ajsnsnznzn right now because a) I missed the deadlines for @platterjoy giveaway b) I'm not getting time to write a crazy good caption. So my dear dear sizzy, Nidhi, accept this entry of a Desi snack with a twist. The twist is that I made the Vada and everyone twisted after eating it because I misjudged the amount of spices. I know I'm awesome at cooking. No claps pls. 🙂 . Anywho, it's Wednesday… midweek and I've finally come home. My braveheart crossing 14 signals to go to office and another 14 to come back home. And typing this caption while waiting in between the ever growing traffic, pollution and population of Pune just to save a few minutes so that after coming home I can just post it ASAP because I gotta leave for work!🥂 . Ah! Wasn't I just back from one? Yeah, that was the one which pays my bills. This is the one which pays for my smiles. Yes, you might have guessed it right – Photography. I'm finally visiting a place I've always loved. Which place is that? Well.. keep checking the stories for details. 🐿️ . I'll roast you if you find typos 🦅

A post shared by Sameer | Food Photos (@the_savage_lens) on

Now the only question remains, how can you find influencers as engaging as this man to spread the word about your brand?

Find the right influencers with our instagram influencer analytics

At Affable, we have built cutting-edge machine learning algorithms to help brands detect fake followers and make the right decision based on reliable statistics. More than that, we are also an influencer campaign platform that helps brand measure the true reach other influencer marketing campaigns.

Sign up free today and search among 30,000+ Indian Instagram influencers here:

Free Trial. Easy setup. Cancel anytime.

 

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Detect Fake Instagram Followers using AI

November 22, 2018 Posted by Artificial Intelligence, Influencer Marketing 0 thoughts on “Detect Fake Instagram Followers using AI”

Social Media platforms like Instagram and Twitter have taken a strong stance against fake followers and accounts that boost their social presence with the purchase of fake followers. Instagram’s latest announcement is another critical step towards reducing this unwelcomed behavior.

This is an excerpt from their press release – “It is our responsibility to ensure these experiences aren’t disrupted by inauthentic activity. Starting today, we will begin removing inauthentic likes, follows and comments from accounts that use third-party apps to boost their popularity.”

Genuine Influencers and Key Opinion Leaders are popular because of the content they create. These are content creators who amass huge following from an audience who relate to them and trust them. At Affable, we have a massive instagram influencer database together with machine learning algorithms that can detect the influencer’s suspicious followers. On an average, there is 5% – 15% suspicious followers for most instagram influencer accounts.

 

Screenshot of an influencer's profile on Affable showing fake followers

How does Affable detect fake followers?

As humans, we can manually check if a profile is suspicious. Let’s look at the profile below – The username and the staggering following-to-follower ratio clearly suggests it is a dummy account. However, this manual method is time-consuming and nearly impossible to check since each influencer has thousands of followers. By using Affable, you will be given the access to our great instagram influencer database and find authentic influencers within a few minutes!  This is not all though, our algorithm also looks at other profile criteria to gauge its authenticity.

 

Screenshot from Instagram with fake followers

 

Affable can also provide statistic of influencer’s follower growth over time. For any influencer, you can visualize the timeline of their follower growth. Sharp spikes typically suggest that the account has had a mass-following in a short span. Sometimes these spikes are also caused by giveaways, but you should be careful when you see concurrent spikes as below.

Screenshot of an influencer's profile on Affable showing fake followers

 

Besides providing analytics on existing influencers, we also allow brands to add new profiles into our instagram influencer database. Just click analyze on a non-existing influencer, their complete profile will be immediately added to our platform and delivered to your email in minutes!

Brands are taking a proactive step to avoid spending marketing dollars on influencers with fake followers. Most recently, Keith Weed, Chief Marketing Officer of Unilever expressed concerns and took a stance that the Consumer Goods company will not work with any influencer who purchases ghost followers.

Are you planning an influencer marketing campaign? Do you know if the influencers you have in mind are really authentic? Check them out on Affable with a free trial: www.affable.ai

 

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Leverage your Influencer Campaign Management with Affable

September 15, 2018 Posted by Artificial Intelligene, Influencer Marketing 0 thoughts on “Leverage your Influencer Campaign Management with Affable”

Affable is an AI platform that aims to make your influencer campaign management more effective and transparent. Once you have chosen the right influencers, we can go one step further and give you a custom report of how well your influencer campaigns performed.

Affable’s campaign analytics unpacks the campaign learning for you, so that you can take advantage of any successes or avoid mistakes in future campaigns. Here are the insights that our influencer campaign platform provides to leverage your influencer campaign management:

#1 Overall Campaign Summary

The summary displays the sponsored influencer posts and a quick overview of the campaign performance in terms of total likes, comments and engagement rate of your entire campaign.

If you partnered with  10 influencers for your brand to work on a particular campaign, for example, the promotion of a new phone, this feature can give you analytics of how those 10 posts performed.

#2 Campaign Reach

Affable Report

Campaign reach refers to the total number of different people who engaged, at least once, with your post during a given period. Affable can display this information visually to show you the demographic breakdown of the audience reached.

#3 Engagement:

Engagement is the most important measure of an influencer marketing campaign according to a report published by Linqia. The result showed that 81% of the respondents believe that engagement is the ultimate influencer marketing KPI and all others pale in comparison. As an effective influencer campaign platform, Affable can help you track:

Likes — Likes are a basic and important measure of content appreciation. They also help you quantify the buzz around your influencer content thus your brand too. Not sure if the post engagement is good? Compare with the other posts uploaded by the same influencer.

Comments — Depending on the number and nature of comments, you can tell whether or not your audience likes your content. Again, we can help you find how effective was the influencer’s branded content compared to other organic content uploaded by the same influencer.

#4 Gender Distribution

If your business has a product/service that appeals to both genders, demographics wouldn’t be the first KPI to keep in mind. However, when you are looking to target one gender more, or you are promoting a gendered product, focusing on gender distribution should be a part of your influencer marketing strategy. Affable can accurately breakdown gender analysis of an influencer’s post and give you a % value.

#5 Location-specific metrics

If your business is set up in Singapore but your influencer’s post reached India to a large degree, there will not much increase in sales/visibility to your actual target market. With Affable’s location distribution, you will be able to detect the exact countries your campaigns actually reached.  Knowing this, you can avoid working with influencers who may not have a strong presence in your market.

#6 Age-Distribution

Age distribution is a powerful insight you can not find on Instagram. As to why you need to know the ages of your audience,  this information can help you define what influencer marketing strategy you should use to communicate with your audience, where to find them, and listen to what they want from your business. Based on the results, you can adapt your keywords and SEO strategies to reach your market better.

By providing such reliable insights and statistics, Affable is one of the best influencer campaign platforms that can leverage your influencer campaign management! If your campaign is a success, using our management tools can help you know why. On the other hand, if you fall short of your KPIs, you can know instantly by seeing where things went wrong, and adjust your influencer marketing strategy accordingly.

 

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How Affable's Brand Affinity Analytics Can Add To Your Strategy

How Affable’s Brand Affinity Analytics Can Add To Your Strategy

August 20, 2018 Posted by Influencer Marketing 0 thoughts on “How Affable’s Brand Affinity Analytics Can Add To Your Strategy”

Finding the right influencers with the right engagement is crucial to the success of influencer marketing campaign. Together with the number of follower, engagement rate, audience’s demographics, another feature that should be included to leverage your influencer campaign strategy is the brand affinity!

Putting a face on products has always worked for a number of reasons-

  • People like to buy from people. Logos and design are important but word of mouth recommendations do a lot more for sales.
  • Ads are ubiquitous and amongst all the noise, a brand partner can reach the right people at lower cost.
  • Because you can’t be everywhere at once, Brand ambassadors can take over some of it to champion a brand they love at events and more.
  • Get all the insights you need about any social user to make sure you are focusing on the right people.

Feature: Brand Affinity

Once signed up with Affable, you can search for influencers, visit their profile, and exploit our Instagram influencer analytics such as audience’s demographics, engagement rate, rate of suspicious followers, audience interests. Our latest feature Brand affinity can list down an entire list of brands the influencer has worked before, whether the post was sponsored or organic, when the image was posted, and so on.

Here are some reasons that our Brand affinity analytics should be added to your influencer campaign strategy:

#Loyalty

Whether you’re a big brand like Victoria’s Secret or the millennial watch company Daniel Wellington, the right brand ambassador is the vital factor to your influencer campaign strategy.

Let me remind you of an old example. In 2001, Britney Spears was signed on to be Pepsi’s brand ambassador for a 2-year period, however soon after she was caught drinking Pepsi in public, this caused a major blow to the image of Pepsi! Quite simply, you wouldn’t want to work with influencers who have partnership with your competing companies. It is also important to find influencers who share the same interest with your business’s category as it can add credibility and relevance for your influencer marketing campaign.

#Competitor Analysis

Be thoughtful about which social channels and campaigns you devote your marketing budget to—and make sure that if your competitors are there to promote hashtags and boost their posts, you’re there, too. With the Affinity tool, you can keep an eye on your competitors’ sponsored posts with influencers and see what has been working for them, so you can make smarter decisions based on that reference.

#Organic Posts

Very often, influencers share their experiences, tag brands and products without being paid to do so on Instagram. Affable’s Brand Affinity tool can detect those posts for an influencer. So if influencers tagged your product before and has organically shared their thoughts, partnering with them can be a good idea. Not only with their association with your product seem natural but will also be easier to convert them from a user to a superfan.

 

Virtual Influencers and Their Unusual World

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

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

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

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

virtual influencer Sophia

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

virtual influencers shudu

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

virtual influencer Miquela

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

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

-Larissa Jensen, NPD Group

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

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

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

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

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

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

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

Sign up with Affable today to supercharge your influencer marketing by bringing your search, due diligence, and analytics tools in one place.
Why buying IG followers is a bad idea

Why Buying Followers On Instagram Is A Bad Idea

July 5, 2018 Posted by Influencer Marketing 0 thoughts on “Why Buying Followers On Instagram Is A Bad Idea”

Buying followers to make yourself seem popular, whether you’re a brand or an influencer, is tempting and it’s not very expensive to do so too. According to 2016 data, buying 100 followers averages at $2.95 while getting more likes and comment ranges cost about 2.99 per day.

There has been a rise in Instagram bots ever since Instagram changed its algorithm to stop showing chronological posts on the ‘Discover’ feed; instead of ranking them by what its data said people wanted. Such a move resulted in steep engagement drops for millions of users.

Hold up though, we’re not trying to sell you here, in this post we’re going to give you solid reasons to resist temptation!

1. Buying Followers on Instagram Defeats The Purpose 

Can Instagram bots replace human interaction?

The point of social media is to interact, connect and share with other people, brands virtually. And since we don’t live in the world of ‘HER’ yet, having ‘fake’ followers will give you no genuine engagement.

This is particularly important for anybody who identifies as an influencer and brand who chooses to work with the former. If your followers aren’t interested in your likes, dislikes, and interests, then you aren’t influencing them in any way.

Similarly, if you have a business account on Instagram, you will have little use while buying followers who aren’t potential buyers of your product or service. At the very least, you want your followers to look at your posts, even if they don’t like or share them. Bought followers will never see anything you post.

2. You Might End up with Inappropriate Bot Comments on Posts

How bots generally work is that you connect your Instagram accounts to them, select the length of time for the bot to function and choose what you want it to do such as, like, comment, or follow. The user then selects generic comments for the bot to choose from, such as “Great post!” or “Amazing!” which is then spammed across many posts.

A problem might occur when the bot makes inappropriate comments on posts. For instance, you might make a post announcing a pet’s death. A fake follower’s “nice post” or “good one” comment doesn’t exactly look good to the other people perusing your account.

This is how auto comments work, and it might be inappropriate if you update sad stories

This is how auto comments work, and it might be inappropriate if you update sad stories

 

3. Instagram Often Purges Fake Followers

Instagram is aware of the bot situation and makes regular cleanups of fake accounts.  Since 2014, Instagram purged millions of fake followers from many accounts on Instagram with celebrities like Ariana Grande, Kim Kardashian, and Justin Bieber losing millions of followers in the process. Instagram recently shut down Instagress and PeerBoost, two automate behavior offering Instagram automation services. So buying followers will have no long-term value.

4. Messed up Instagram Feed

Since your bot will follow thousands of accounts a day some of whom may follow you back, you can end up with a very jumbled feed, burying relevant accounts in the process.

5. Influencers will find it difficult to cash in  

As we mentioned earlier, brands often engage with influencers through affiliate marketing, custom discount codes. Obviously, bots cannot spend any money on the products, rendering the campaign ineffective. With Affable, companies can also determine with great accuracy the % of suspicious followers thus putting your credibility at risk if you do purchase bots.

It is a red flag if an account has 25,000 followers but only 100 likes on an average post which means the engagement rate is less than 1% engagement rate. It gives off a suspicion that most of the profile’s followers are spam accounts or bots. And if your engagement starts dropping due to fake followers, it will become less and less likely that your content gets surfaced in the feeds of your real followers.

An example of buying followers on Instagram

An example of buying followers on Instagram

 

Source: Insights From Affable’s Platform

 

We’re sure you’re convinced to stay on the right side of Instagram and win followers by great, engaging content! As for brands who are considering being more careful of which influencer to work with, check out affable.ai and bot-proof your campaign.

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