Posts tagged "content marketing"

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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How to use Brand Activism in Content Marketing

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

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

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

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

Brand activism that created momentums 

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

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

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

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

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

 

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

 

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


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

When brand activism went wrong

Bupa Australia

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

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

L’Oréal 

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


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


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

Oreo

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

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

How to use Brand Activism in Content Marketing 

1. Become part of the solution, not the problem

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

2. Distinguish your message from others 

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

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

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

4. Be prepared for criticism 

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

 

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5 WAYS TO BOOST ENGAGEMENT WITH USER-GENERATED CONTENT

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

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

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

1. Create Contests or Giveaways

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

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

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

 

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

2. Send motivating message

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

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

 

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Bài viết do Aerie (@aerie) chia sẻ

 

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Bài viết do Aerie (@aerie) chia sẻ


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

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

 

3. Incentivize customers to create user-generated content

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

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

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

 

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Bài viết do Wayfair (@wayfair) chia sẻ

 

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

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

 

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

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

4. Collaborate with influencers

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

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

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

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

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

5. Personalize your product

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

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

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

 

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

 

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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! 

 

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

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

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

INSTAGRAM

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

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

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

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

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

PINTEREST

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

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

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

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

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

 

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

FACEBOOK

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

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

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

Cross-Promotions

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

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

Giveaway/Contest

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

Facebook Stories

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

Facebook Live

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

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

 

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

TIKTOK

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

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

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

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

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

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

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

CONCLUSION

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

 

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

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

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

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

LINKEDIN

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

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


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

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

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

TWITTER

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

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

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

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

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

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

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

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

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

YOUTUBE

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

1. Impress your Audience with Good Openings

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

2. Create Tutorial Videos

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

3. Leverage on Unboxing Videos

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

4. Tap into the Gaming Community

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

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

5. Move beyond Traditional Product Endorsements

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

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

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

 

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6 Creative Influencer Marketing Campaigns To Inspire You

October 14, 2020 Posted by Influencer Marketing 0 thoughts on “6 Creative Influencer Marketing Campaigns To Inspire You”

Are you looking for inspiring ideas for your next influencer marketing campaigns? As more and more brands are leveraging the power of influencer marketing, it is increasingly difficult for brands to stand out in the online world where every business is desperate for attention. To help brands do it, we’ve rounded some of the most creative influencer campaigns to get you inspired and create your own campaigns. Let’s discover now!

Next Games & Lele Pons

Next Games, a Finland-based developer and publisher of licensed mobile games, created a buzz on social media for their partnership with famous Youtuber Lele Pons in the campaign to drive awareness for “The Walking Dead: No Man’s Land”. In the 4-minute video, Lele Pons and her friends were playing The Walking Dead when zombies suddenly came to life and wanted to attack them. Guess what? The video was a big success and garnered more than 13M views as the brand successfully engaged the audience from the beginning till the end with its creative idea and a great sense of humor!

Another example of bringing online games to real life is the Royal Chaos’s campaign. This May, the mobile card-based adventure game Royal Chaos made a big shoutout by featuring social media influencers @sylsylnoc, @ninatsf and @qinlovesmacaronsss. They swept their followers off their feet by dressing beautifully to look like characters in the game, and the engagement rates were high as followers were rewarded with a pleasant surprise. 

Interested to find out more creative influencer campaigns in the gaming industry? Hop over to our blog to discover some of the hottest content trends in the gaming industry on Instagram!   

 

Xem bài viết này trên Instagram

 

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

Bài viết do мαʏα ʜᴀᴢᴇʟ ǫɪɴ マヤ • sɪɴɢᴀᴘᴏʀᴇ (@qinlovesmacaronsss) chia sẻ vào

Toyota and Loki

Have you ever thought of partnering with pet influencers? If not, let this campaign below inspire you!

Some of the most successful brand-pet partnerships belong to Toyota’s campaign back to 2017. In the campaign to promote 4Runner – a car model designed for adventure and outdoor exploration, Toyota partnered with famous pet influencer Loki The Wolfdog. What makes Loki the perfect choice for the 4Runner is his love for travel and adventure. Loki’s Instagram account (run by its owner) is aesthetically pleasing with stunning, picturesque photos of anywhere he travels. 

Since February 2017, Toyota and Loki came into a long-term partnership and has since Loki featured the 4Runner in two sponsored posts a month. By collaborating with a lovable, famous dog, Toyota has captured social media’s attention in a unique way and engaged them into a wonderful, adventurous journey with Loki and its 4Runner.  

 

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Hop in snow bunnies, we’re going skiing. #keepitwild @toyotausa #4runner #sponsored #skiing #moondoggie

Bài viết do Loki the Wolfdog (@loki) chia sẻ vào

 

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One day I will measure my life by these moments with you. #4Runner @toyotausa #sponsored #letsgoplaces

Bài viết do Loki the Wolfdog (@loki) chia sẻ vào

Subaru and Zack King

It would be a big mistake not to mention the epic collaboration of Subaru and American internet personality Zackking. Zack King never fails to grab your attention with his videos digitally edited to look as if he is doing magic. Realizing his ability to pull off creative influencer campaigns, Subaru decided to partner with King to give their marketing a push. 

In the post promoting Subaru, Zackking did a magic trick in which he created an illusion of a three-piece cut out of a Subaru car then magically replaced it with a real one. The video was stunning and enjoyable to watch as the audiences can’t help but hitting the play button several times to see how it actually happened.

 

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When your wingmen are on point to help you impress the love of your life. #DateNight #MeetAnOwner like me and other real @Subaru_USA owners on MeetAnOwner.com #ad

Bài viết do Zach King (@zachking) chia sẻ vào

 

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Sometimes looking at life from a child’s perspective is a lot more fun! #family #home #magic

Bài viết do Zach King (@zachking) chia sẻ vào

Snapchat’s #Realfriend 

In 2019, Snapchat launched its global campaign #RealFriends that is designed to leverage the power of true friendship and promote Snapchat as the best platform for communication with your friends. To do that, they partnered with popular “quote influencers” on Instagram to feature inspirational quotes about friendship on the International Friendship Day. All the quotes were placed on a solid yellow background with the Snapchat logo at the bottom. The caption was simple yet effective enough: “Brought to you by Snapchat. #RealFriends #FriendshipQuotes.

 

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Brought to you by Snapchat. #RealFriends #FriendshipQuotes

Bài viết do Poems Porn (@poemsporn_) chia sẻ vào

 

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Brought to you by Snapchat. #RealFriends #FriendshipQuotes

Bài viết do Writer’s Pocket (@writerspocket) chia sẻ vào

 

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Brought to you by Snapchat. #RealFriends #FriendshipQuotes

Bài viết do So She Slays (@sosheslays) chia sẻ vào

What is worth noticing in the campaign was that Snapchat leveraged influencer marketing by posting on the platform of their competitor, Instagram, and successfully drove social media’s attention. To strengthen the message, Snapchat also featured 12 stories of friends coming from 12 different countries in the form of short videos which you can watch on Snapchat’s Youtube channel. With this campaign, Snapchat aims to differentiate its app from Instagram stories by shifting its focus to real friendships and intimate communication instead of oversharing it on social media.  

 

Pepsico & Walgreens

Emojis aren’t just for your text message. In summer 2016, Pepsi came up with some of the most creative influencer campaigns as they produced Pepsi bottles with more than 200 emojis on it. In its attempt to boost sales at Walgreens stores, US, Pepsi launched its viral campaign #SayItWithPepsi. In the campaign, they generated online conversations around Pepsi emojis and encouraged the millennial target audience to post about it on Instagram and Twitter. They also teamed up with a number of influencers who are story-tellers and trendsetters to create inspiring content that urges young customers to buy Pepsi Emoji bottles in order to be a part of an exciting summer experience!

 

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Thank you @Pepsi for sharing world emoji day with me. Who knew that was an actual thing? #PepsiMoji

Bài viết do Neil Patrick Harris (@nph) chia sẻ vào


The result? Pepsi’s campaign ended up with over 46M impressions, more than 50k engagements with the content and the overall mentions of Pepsi Emoji increased by 677% during the campaign including other impressive results. The campaign’s success is a great mix of user-generated content, influencer marketing and content syndication

YesStyle influencer program

Recently, YesStyle, the global retailer of Asian beauty and fashion products, has generated a buzz on social media with its genius influencer program. By becoming a YesStyle influencer, you will have a chance to receive attractive benefits such as earning commission and receiving shopping discounts. To boost awareness for the program, this brand also created @yesstyleinfluencers where they regularly update the latest campaigns and promotions for their influencers. 

According to our Instagram influencer analytics, since YesStyle announced its influencer program (end of Jan 2020), there were more than 4000 organic IG posts created by customers all over the world, together with a huge number of Youtube unboxing videos and giveaways. In October 2020, the brand launched several influencer campaigns such as the “Free Products To Review” and “Halloween Giveaways”. This resulted in their advent calendar and influencer search terms growing by more than 5000%! 

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

YesStyle influencer program is a great combination of influencer marketing and user-generated content. By giving influencers good incentives to feature the products, the brand was able to generate a huge number of organic content and tap into the influencer’s follower communities at the same time.

Bonus: Puma and Péle

In the World Cup Mexico 1970, before the quarter-final match between Brazil and Peru kicked off, Pelé walked out straight into the middle of the field and asked the referee for time so he could tie his shoes. The cameras pulled focus on Pele and millions of people around the globe realized that Pelé, the greatest athlete at that time, was wearing Puma boots!

It is rumored that Pelé was offered $25.000 to feature Puma in the match, although there is still no evidence. Regardless of that, many people deem this action as one of the first and most creative influencer campaigns ever!

 

 

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Influencer Marketing For Tech Brands

September 8, 2020 Posted by Uncategorized 0 thoughts on “Influencer Marketing For Tech Brands”

Nowadays, more and more tech brands are collaborating with social media influencers to promote their products. They are looking for influencers who can help them reach out to their target customers, engage with them and create content that impacts the buyer journey. Below are various reasons why influencer marketing is such a powerful tool for tech brands:

  • Promoting products in a new and engaging way
  • Increasing brand awareness and extending reach to potential customers
  • Improving SEO with backlinks
  • Getting instant results

Adding the face of a well-known influencer is a great way to boost sales and create a campaign that can resonate with the audiences. Check out how tech brands can collaborate with social media influencers to get the most out of influencer marketing campaigns!

Giving Promo Codes and Links

Giving discounts using promo codes is a great way to tickle the fancy of the audience whilst measuring the effectiveness of your influencer campaign. @servmy, a mobile platform that provides a one-stop vehicle management experience, partnered with a number of Malaysian influencers to spread the word for its car service using personalized promo codes such as “NAFISZ10”, YUKIDANCE10, “WCC10”. Links are also placed in the influencer’s captions and Instagram biography to make it more convenient to download the app.

 

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🚗🛠 Don’t like going to the workshop? Want mechanics will come to your doorstep or anywhere you want for your car maintenance? . I think I found something useful for all car owners! Have you guys heard of an app called SERV by @servmy? I just discovered it & it made my life A LOT easier! ⚙️ . The SERV App offers a “service on the go” features like grabcar / foodpanda but SERV deploys MECHANICS to you! 👨🏻‍🔧 . SERV App also provides accident assistance contact in case of breakdowns and also can battery change nationwide! I could even renew my car insurance and road tax using a few clicks.. . Not only that, once the service is done, all the details of the car’s health will be recorded in the SERV App. This will give you the ability to have full control/information about your car! . So easy and convenient! Dah tak payah risau cari bengkel / harap my dad to settle my car dah, I can do it myself now. Im a big boy now 😅 haha . I have more good news! For those yang nak try the SERV app, use my promo code ‘NAFISZ10’ to get RM10 rebate . Promotion is only available for 1 month je okay? . So hurry up & install SERV now at serv.my/mobile.html . Seriously… You won’t regret it! 👍🏻 . #SERVdulu #SERVkanpayungsebelumhujan

Bài viết do Nafisz Daniel (@nafisz) chia sẻ vào

 

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Guess how many times did my car breakdown while I’m in the middle of driving this year? 🙈 ( Got scolded by my dad every time when it happen haha ) – But now with @servmy main feature “Service-On-The-Go”, where their mechanic can come to the rescue anywhere 💪🏼 Book at least 1 day before and they’ll be there! Use code “YUKIDANCE10” to enjoy RM10 off ! – The App also provides accident assistance contact in case of breakdowns and also can battery change nationwide! I could even renew my car insurance and road tax using a few clicks. How convenient ! – Fast Fast download the app lo at serv.my/mobile.html or click on @servmy bio ⬇️ Don’t wait till your car breakdown like me only download 😂 ! – Regular car maintenance is a must 🔧 It’s important to maintain our car health than repairing car breakdowns ! #SERVdulu #SERVkanpayungsenbelumhujan

Bài viết do Y U K I • 유키 (@yuki_dance_) chia sẻ vào

In a short post promoting @paymayaofficial, Filipino actress @bernardokath encouraged her followers to download this e-wallet app for contactless transactions and use her referral code “PAYMAYAKATHNIEL” when they register. Using referral codes is another way for tech brands to track the performance of influencers and receive instant results (increase in the number of app downloads), without giving away any discounts. 

Collaborating with micro-influencers 

Working with micro-influencers is a powerful marketing strategy, especially for tech brands that want to get their products noticed without spending huge money on influencer marketing. 

Snapask, a mobile app that helps students get personalized learning help from online tutors, is one of the tech brands that has invested heavily in influencer marketing. Marketing to parents, @snapasksg partnered with a number of parenting influencers in Singapore to feature their products such as @princessezyt, @belandbray, @jauzchen. They are all micro-influencers with high engagement rates and a diverse follower base from ASEAN countries. Before getting into partnership with influencers, make sure they are a good fit for your brand.

Check out our comprehensive list of Top Micro-influencers in Southeast Asia to discover engaging micro-influencers to partner within your niche.

 

Xem bài viết này trên Instagram

 

🇸🇬Count on me Singapore!🇸🇬 For your kids’ homework? You can count on @snapasksg app!!! . . Ever since I was introduced to @snapasksg app, there has been no turning back! It is literally to me, a life savior! . . It all starts with a question, “Rhy, have you done your homework?” and I am supposed to turn into a professional teacher immediately 😂. Or “Mummy, do you know how to solve this question?” and I need to suddenly become the “know everything” mum 😅. . . Fret not! With @snapasksg, all you need to do is to press a few buttons and viola, you will have someone to “teach” your kids or “solve” the problem almost immediately 🙌🏻. Confirmed one of the app that I used most frequently on a monthly basis 🤣. . . Since August is a month of celebration for our nation, the National Day special discount is still ongoing! . . 🇸🇬Unlimited Advance Package is now $155.00 only! (U.P $168.98) 🇸🇬30 Sessions Package is now $55. (U.P $68.98) . . Hurry, don’t miss out on the good deals and let’s support local 👍🏻. Check out @snapasksg NOW❣️ . . #snapasksg #whyschool2020 #educationsg #sgparenting #sgig #igsg #sgmummies #sp #sgfaves . . #clozette #discoverunder4k #sgmummy #mummysg #sgmums #sgmoms #sgparent #aug20twenty23 #sg_influencers #sgfamily #sgparenthood #sgparents #sgmummyblogger #koolsunz #sginstagram #momof3

Bài viết do Triple R Mummy Princess (@princessezyt) chia sẻ vào

 

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More #redandwhite with @snapasksg! 💟 . Bel told me one day some of her classmates are still not using @snapasksg which I found unbelievable so she asked me to share with y’all again! . We are so close to the exams now, so make the best out of《Majulah! Snapask》packages! From now till end of August, @snapasksg 30 Sessions Pack is $55 (U.P.$68.98) and Unlimited Advance Package is $155.00 (U.P.$168.98)! . Bel also shared with me that those of her classmates who tried @snapasksg were thankful to her too for introducing this useful app! After all, you can download the @snapasksg app for a FREE trial and then decide later whether you want more? FFF though, don’t forget the promos above finishes end August!! . . #snapasksg #whyschool2020 #educationsg #sgparenting #sgig #igsg #sgmummies #sgfaves #sp

Bài viết do Bel, Bray & Mommy Karen🇸🇬 (@belandbray) chia sẻ vào

 

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Still in that National Day holiday mood with @snapasksg 🇸🇬 ! . To celebrate our Nation’s 55th Birthday, @snapasksg, the phenomenal global learning and tutoring app trusted by more than 3 million students is now having a National Day promotion! . 👉 Sign up for their Snapask 30 Sessions Pack for only $55.00! (Original price at $68.98) Or go unlimited for @snapasksg Unlimited Advance Package to ask all the questions you need answered anytime, anywhere at only $155.00/month (Original $168.98). . Join us and over 3 million students in A Better Way to Learn with @snapasksg! Just Snap and Ask! 😉👍⭐ . . #snapasksg #whyschool2020 #educationsg #sgparenting #sgig #igsg #sgfaves #sp

Bài viết do Maji_meow📧priscalu@hotmail.com (@maji_meow) chia sẻ vào

Showing people how to use your app

With video content being the king of content marketing, why not make a short video showing how quick and easy it is to install and use your app? Last month, @damogo_id, a mobile app solution to help reduce food waste, collaborated with micro-influencer @wimboprakoso to show how to use the app step-by-step. The video was short, concise and engaging to watch, gaining over 2000 views. 

Besides posting videos on Instagram, tech brands can level up the game by collaborating with TikTok influencers to create viral videos. Another exciting alternative is to try out and adopt Instagram’s newest feature, IG Reels in your campaigns!

 

Xem bài viết này trên Instagram

 

Guys! Tau ga kalo skg sudah ada aplikasi yg punya visi untuk mengurangi sampah dan limbah makanan atau biasa kita sebut Food Waste? Mengurangi stock makanan yg berlebih di resto atau cafe dgn menjual dgn harga 30 – 90% LEBIH MURAH! . eeeeiiitttss, @damogo_id bukan berati yg dijual makan sisa ya guys, FRESH FOOD! Mulai dr makanan jadi, sayur, & buah fresh. Metode pembayarannya juga mudah ga ribet kok! Kalian bisa download aplikasi ini di App Store & Playstore dgn link bit.ly/DamoGo . Ohya sementara masih hanya beroperasi di daaerah #Yogyakarta ya! Yuk, kita sama-sama rescue food bareng DamoGo!👍🏽 . #damogo #foodtech #foodwaste #waste #wastemanagement #playstore #appstore #download #unduh #rescuefood #aplikasi #orderonline #sampahmakanan #makan #makanan #jajan #minum #minuman #sayur #buah #vegetable

Bài viết do Wimbo Prakoso Jati (@wimboprakoso) chia sẻ vào

If your app is easy to use, a short post introducing the app and its features is also good to go. The secret to capture social media’s attention without using video is to come up with stunning pictures showcasing how convenient and simple it is to use the app. Promotional posts from @ronnycakes and @coffee.and.crayons_ are two typical examples of this type of content.

Sharing a Good Deal

If you’re going to offer a good deal to your customers, make sure you spread it as widely as possible so you can raise your brand awareness. Last June, transgender beauty influencer @mskataluna made a shoutout for the dating app Fiori and a chance to win $5000. As Fiorry is known as a dating app for transgenders and non-binary people, partnering with @mskataluna was a smart move to get their new app noticed by the transgender community. 

Another example comes from the partnership between foodie app @chopesg and @_shixuanxuan, when the influencer urged the audiences to order food from Chope to receive discount vouchers.

 

Xem bài viết này trên Instagram

 

Giving my day the boost it needs at @engscharsiew_bugiscube . But the best part? I saved $3.50 here because I bought discounted vouchers from ChopeDeals (@chopesg)! . . I had a go at their small dry wantan mee and the noodles serving is so big its so worth the money! I especially loved their boiled wantan which has umami that literally MELTS in my mouth. OMGOSH! 🤯 . My friends and I especially enjoyed our dining experience there because the uncle owners were so friendly and hospitable we would definitely return again just for their service! ☺️ If you’re constantly on a struggle to find a nice meal under a tight budget, you should totally check out ChopeDeals. They have many dining deals under $15, suitable for everyday meals! 🤑 #ChopeSG #ChopeDealsSG #sp

Bài viết do Not Influencer or Model (@_shixuanxuan) chia sẻ vào

Unboxing your products

Unboxing videos are easy to make and also engaging to watch. Nowadays, most unboxing videos are about beauty or high-tech products, however other brands with tangible products can follow this trend too! Last May, @rhomedal_aquino uploaded a part of his unboxing video on IG, in which he is folding the Samsung phone. This 15s video received more than 4k views and lots of comments from his followers, mostly expressing their surprises and complimenting this feature.

If your products are complicated or have many features, you can focus on showing off the most outstanding feature or show the audience how to use your product step-by-step (unboxing Google Nest Mini is an example). Following this, your unboxing videos will be able to give much more insight and value to the audience over a simple reaction video. 

 

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#unboxing #galaxyfold Ceritanya… . . Potongan video lama dr youtube gw 😁 Link in bio

Bài viết do RHOMEDAL (@rhomedal_aquino) chia sẻ vào

No matter what industry your brand is operating in, you can always collaborate with social media influencers to enhance your online presence and promote your products in an exciting way. Ready to get a headstart in influencer marketing? Reach out to us for more information or request a demo to find out how to run a successful influencer campaign!

 

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4 LESSONS LEARNT FROM INFLUENCER MARKETING FAILURES

September 1, 2020 Posted by Influencer Marketing 0 thoughts on “4 LESSONS LEARNT FROM INFLUENCER MARKETING FAILURES”

Nowadays, influencer marketing has become one of the core strategies of digital marketing. Collaborating with the right influencers allows brands to reach out to their target audiences, increase brand awareness and drive purchasing decisions. However, not all influencer campaigns are rainbows and sunshine. Some of them involved errors and controversy, ended up causing more damage than good

In this article, we’re going to analyze some of the influencer marketing failures and unpack the lessons so brands can avoid making such mistakes in their future marketing campaigns.

Pepsi & Kendall Jenner

In April 2017, the global drink company Pepsi released an ad starring famous model Kendall Jenner. In the 2:48 ad, Jenner was being photographed when she happened to notice a protest march happening on the street. After a few eye contacts with the protestors, she decides to join the protest, before walking up to a police officer and offering him a cold Pepsi. When the officer drinks it, the crowd goes wild and the ad ends with everyone applauding, cheering and hugging each other.

The ad went viral after less than 24 hours, but not in an expected way. Receiving massive backlash from audiences, the beverage giant was claimed to be mocking a serious political issue by solving it with a can of soda! Besides, the ad seemed to show the exact opposite of what could happen if someone tries to approach a policeman in the protest! 

 

Among those who criticized Pepsi was Bernice King, the daughter of Martin Luther King Jr. She wrote a sarcastic tweet in response to the ad: “If only Daddy would have known about the power of #Pepsi.” The tweet had 144k retweets and over 260k likes! Facing a lot of pressure, Pepsi decided to remove the ad and wrote a tweet to apologize publicly.


Takeaway: Targeting social or political issues in an advertisement is a risky strategy that could result in backlash and boycott if it isn’t done right. While it’s important for brands to stand up for a cause and deliver an ad that inspires, brands should be conscious of possible reactions from the audience and carefully consider whether the risk is worth taking.

BooTea and Adidas

The following examples of influencer marketing campaigns showcase how influencers should not endorse a product online!   

BooTea, a popular health and detox brand, made an epic mistake when they partnered with famous influencer Scott Disick. When promoting BooTea Shakes to his 23M followers, Scott Disick made a direct “copy and paste” of the instructions given by the marketing team by accident. Here’s what he posted as his caption: 

“Here you go, at 4pm est, write the below. Caption: Keep up with the summer workout routine with my morning @booteuk protein shake!”

Upon noticing the mistake, he quickly deleted the post but not before others have seen it, captured it in the form of a screenshot and shared it all over the internet!


You might be surprised to know that Scott is not the only one who committed this type of mistake. Supermodel Naomi Campbell also copied the exact instructions given by the brand and used it as a caption for her photo promoting a new pair of @adidasoriginals

Mashable made an interesting point when they questioned if this error is truly an accident or a trick to bring more attention to the brand. Whether such mistakes are intentional or not, we might all agree that posts like this would add zero or very little positive value to the brand’s image. 

Take away: While many people blame the influencers for being too careless, brands may need to share their responsibility in these failures, too. The desire to make the most out of influencers can result in influencers promoting products in an inauthentic or unnatural way. That’s why it is essential for brands to form a good relationship with influencers and make them love their products before advertising. In the end, the audiences will only trust your brands if they see the influencers truly enjoy your products and not just promoting it for the sake of monetary benefits.

Adidas and Volvo

In 2017, Kendal Jenner landed herself in trouble again with another controversial ad. She 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. Many people felt that the sportswear giant failed to deliver their message as they worked with a supermodel when they should have cast a real athlete whose story is inspiring and relevant to the brand’s message.  

 

Another example of collaborating with the wrong influencer is the campaign between Volvo and fashion blogger Chriselle Lim. Chriselle is known for producing authentic content and aesthetic pictures featuring her lifestyle, beauty and fashion. This explained why in the post promoting Volvo, Chriselle received mixed reactions from her audience as the product was not a good match to her niche. Comments reflected that her photo looks “fake” and is not aligned with her usual style at all.  

 

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Now that Allen and I are parents we are making more of an effort to live a clean & eco friendly life. And it all starts with the little things such as the products we use everyday. Although we want people to continue #drivingdirty to help save water in California, I’m happy that @VolvoCarsUS is introducing an eco-friendly car wash solution called Consciously Clean. I’m that girl who rarely washes her car (anyone else like me? 🙋🏻), but when I do I cringe by all the toxins that are used and all the water that is wasted. It’s the little things that we do that makes the biggest difference. 🌎 Edited: After seeing all the comments I wanted to clarify… I’m not saying that I’m perfect and live a complete 100% eco friendly life, but since I’ve become a mom I have become more aware of the toxins that we use everyday. I’m only human and striving to become better everyday, and that is the message I wanted to send to you guys. By all means I did not mean that I was perfect..I still have a long ways to go. Thank you for your support and for understanding

Bài viết do Chriselle Lim 🌟 (@chrisellelim) chia sẻ vào

Takeaway: These influencer marketing failures show us that by partnering with the wrong influencers, brands are more likely to confuse their potential customers and invite unnecessary criticism to their campaigns. High follower count is not the ultimate factor for brands to select the right influencers. There are many other factors worth considering such as their suspicious followers, influencer brand’s affinity, audience demographics and so on. Hop over to our blog to discover 4 things that you should look at to pin down the most suitable influencer. 

Huawei Fake Selfie

To prepare for the launch of the newest Nova 3 phone, Huawei partnered with Egypt actress and Influencer Sarah Elshamy in their 30-second ad. The video shows a couple having a great time and using Huawei to capture their beautiful moments. There was no controversy around the ad, not until Elshamy released behind-the-scenes photos, revealing that the selfies taken by Huawei were actually taken by a professional DSLR camera! 

This is actually not the first time Huawei has been caught using DSLR photos as samples of smartphone shots. In 2018, the smartphone brand posted a beautiful picture, showing what could be done with the Leica-engineered dual-cam P9 smartphone, yet the picture was then caught to be taken with a Canon 5D Mark III and a $2,100 lens. 

Source: internet

 

Take Away: It is understandable for Huawei to use professional equipment to give the best shot, yet it would be nicer if the brand was more honest and advertised products based on what they really can deliver. Making misleading advertisements can badly hurt a brand’s reputation and end up damaging the customer’s trust in that brand. At a time when audiences are seeking more authentic content, transparency and authenticity are the keys to pull off an influencer campaign that resonates with the audiences

Bonus: Huawei & Gal Gadot

Now, this is not an example of influencer marketing failures, but it is still an interesting case worth your attention. In 2018, Gadot became Huawei’s US brand ambassador for the Huawei Mate 10 Pro and was featured in their video ad. Later on, she has been caught tweeting about Huawei by using… Twitter for iPhone. This little funny detail was called out by YouTube tech influencer @Marques Brownlee, attracting up to 57k likes and 14.3k retweets and comments in his discovery!

The tweet was soon deleted then replaced with a new one. Explaining the mistake, Gadot told CNET through her publicist that she had a member of her team post the video, and that person used his/her personal device to upload it without noticing the device used would be visible to others. This accident showed that a lot of things can go wrong in an influencer campaign, and the only thing that brands could do is to plan carefully and predict any faults that can possibly happen.

 

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4 Viral Marketing Strategies to Attract Millenials and Gen Z

August 22, 2020 Posted by Influencer Marketing 0 thoughts on “4 Viral Marketing Strategies to Attract Millenials and Gen Z”

What are Millenials and Gen Zs looking out for? 

Viral marketing reaches wide audiences at a low cost and generates active discussion about the brand. Social media is the ideal platform for viral marketing campaigns as it facilitates the sharing of popular content. With the right influencer and a touch of creativity, brands can easily trend on social media and capture the attention of consumers. 

Yet, creating a viral marketing campaign is not that easy. Most viral marketing campaigns are accidental rather than intentional and brands have to be on a constant search to find out what resonates with their audience. With Millenials and Gen Zs forming the largest audience on social media, it is especially important to know what appeals to them.  

Struggling to find the recipe for viral content? Here are some tips on how to create viral content to attract Millenials and Gen Z consumers on social media! 

1. Start a Hashtag Challenge 

Contest and giveaways are one of the most common tactics brands use to increase awareness on Instagram. Hashtag challenges have a tendency to go viral with well-known challenges like the ALS #IceBucketChallenge, Pepsi’s #pepsicanbalance and Guess’s #InMyDenim. Not only can hashtag challenges give your brand a boost quickly, they often leave a lasting impression on consumers too! 

One of the most successful hashtag challenges in 2019 is the #RibenaLightChallenge. Playing a pun on the product’s name, @ribenasg collaborated with Singaporean influencers including @debbwie, @naomineo_, @jazephua, @syarif.ig and @speishi. The goal of the challenge? To take a picture of anything and make it seem like it’s floating. With over 90k total engagement from its campaign, Ribena successfully grabbed consumers’ attention and was able to differentiate its new product from the original.    

 

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Here’s my attempt at the #RibenaLightChallenge, what do you guys think? 😛 Ribena has been my favourite childhood drink since young and the all new Ribena LIGHT now is equally enjoyable, if not even more yummy!! It’s HALF the sugar content but STILL THE SAME GOODNESS! 😍 Now is the chance for you guys to win $200 worth of Grab vouchers! 😛 To participate in the #RibenaLightChallenge, 1. Simply take a picture of anything and make it seem like it is floating. Be as creative as possible! 2. Tag @ribenasg and hashtag #RibenaLightChallenge (remember to set your account to public!) 3. The 5 most creative entries will win $200 worth of Grab vouchers each 💵 Good luck! ✨ #sp

Bài viết do DEBBIE.S (@debbwie) chia sẻ vào


With more and more popular hashtag challenges on Tiktok and Instagram, brands should consider using this wildly successful tactic. And as always, tapping on popular influencers can help you get started by engaging their followers so as to generate awareness of your hashtag challenge. 

2. Get Your Creative Juices Flowing

If you pay close attention, it is hard to miss out this trait among all the viral marketing campaigns on social media —  Creativity. For any campaign to go viral, it is important for your content to stand out from the rest. 

New digital mobile service provider, @gigaexperience, recently launched a #DitchYourGlitch campaign in June with @melissackoh, @sethluicious, @heylookitsdionne, @roxannejy and @xiaxue among many others. Followers saw a “glitchy” and unloadable post on these influencers accounts which led to a ton of confused comments about what was really going on. 

The big question mark left in the air successfully drew a great amount of attention to the #DitchYourGlitch campaign, making it viral instantaneously. Shortly after, influencers revealed @gigaexperience which aims to get rid of glitchy posts by offering the fastest network connection.

 

Xem bài viết này trên Instagram

 

Thank you guys for expressing concern on my “glitchy”, unloadable post yesterday. Slow connections can be so frustrating, and I know some of you even tried to restart your wifi! It was a prelude to today’s exciting news: giga has launched their newest, best plan, 40GB at $20 (no contract, price reverts to $30 for 40GB after 12 months), powered by Singapore’s fastest network. With no hidden fees, it’s time to #ditchyourglitch and enjoy the fastest network connection. giga is also the only telco to offer FREE rollover data across all plans, so there will be no wastage of unused data! Join me in the #gigaexperience family and enjoy more data for less! #sp

Bài viết do Melissa Celestine Koh (@melissackoh) chia sẻ vào

But, creating thought-provoking content is not the only way to launch a viral marketing campaign. @pizzahut_sg collaborated with @sgagsg, to come up with a sweet and funny pun for its heart-shaped pizzas on Valentine’s Day. 

Want a “Pizza my Heart”? With an innovative product and a catchy phrase, the post got over 18k likes as consumers reacted to the cheesy pizza puns. Similarly, brands can consider adding humour to their campaigns and throw in a pun or two.

  • Tip: Content that goes viral often triggers an emotional response in people. By appealing to consumers’ emotions, especially the positive ones like laughter and amusement, creating viral content for millennials and Gen Zs is no longer a difficult challenge! 

3. Video Content is The King of Content Marketing

The rise of Tiktok is one of the top content marketing trends to watch out in 2020. According to Adweek, TikTok generated “the most downloads for any app ever in a quarter” in Q1 2020. 

Video content is expected to be the future of influencer marketing, especially as short-form videos continue to gain traction on social media. 

Highly unique and creative content on Tiktok encourages users to be themselves which resonates with millennials and Gen Z’s search for authentic and relatable influencers. Dettol’s TikTok challenge even comes with a unique song that users can dance to. According to AdAge, the wildly successful #handwashchallenge got an impressive 9 billion views in just 4 days!   

@dannyahboyHaha! I’m joining this challenge too ! During this time, remember to wash your hands and love yourself ~Do the #Han#dwashChallenge with me!#ad#

♬ Hand Washing Song – Viruss


To ride on the wave of user-generated content, Instagram recently released Instagram Reels. A new kid on the block, it is targeted to recreate Tiktok’s viral video trend. The new short-form video editing and sharing feature on Instagram allows users to create 15-second entertaining videos. 

  • Tip: With Tiktok banned in India and Tiktok ban in the US, more consumers will be turning to IG Reels in the coming months. Hence, brands should consider familiarizing themselves with IG Reels so as to launch viral video campaigns in these markets.    

 

4. Trendjacking 

Content discovery is an important process of creating effective content by knowing what your audience is interested in. In particular, a viral content marketing strategy needs content that resonates with your audience. 

So, what is trendjacking? Make a quick guess and the straightforward answer would be to hijack a trend. According to MultiView, trendjacking happens when brands and organizations notice something that is gaining a lot of attention online and then interject themselves into it. It is a strategy closely related to real-time marketing which focuses on current relevant trends. 

The #10YearChallenge is a prime example of a trend that took social media by storm in 2019. Brands had happily hopped on the bandwagon to compare how they were like 10 years before versus how they were like in 2019. For @digibankid by DBS in Indonesia, the post helped to demonstrate the technological transformation of the brand. Compared to 10 years ago, customers can now conveniently transfer money via the digibank app instead of a physical machine. The creative post also helped to increase awareness of its electronic banking solutions. 

Beyond being involved in online trends, relating to trends occurring in daily life can make a significant impact as well. With QR codes disguised as SafeEntry checkpoints, Circles.life “wanted to create a fun way to subtly get netizens to scan the code and get updated on its eSIM launch”. To spread awareness of its campaign, Circles.life also partnered with SGAG which resulted in over 30,000 likes on Instagram. 

 

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Classic @circleslifesg, putting QR code for your newest eSIM that resembles SafeEntry – this kind of thing, confirm must be you guys!

Bài viết do SGAG (@sgagsg) chia sẻ vào

Overall, the trick to create a viral marketing campaign is to produce relatable content that audiences will share with their community. And marketers have to realize that’s more than just creating great content. 

To encourage sharing behavior among your audience, it is important for brands to keep their ears to the ground. After all, whatever is happening around us might be the next million-dollar viral marketing idea! 

 

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Leverage Your Influencer Campaigns With Fitness Influencers

August 18, 2020 Posted by Influencer Marketing 0 thoughts on “Leverage Your Influencer Campaigns With Fitness Influencers”

In the last few months, Instagram has exploded with engaging home fitness workouts created by Instagram fitness influencers. Workout videos, especially on Instagram Live, has become an ideal way for fitness influencers to keep their audience engaged while practicing social distancing.  

As health becomes the top priority on consumers’ minds, fitness influencers have been gaining massive followings during the pandemic. Hence, now’s the golden opportunity for brands to work with fitness influencers and increase brand awareness to potential customers. 

In the previous article, we discovered the Top Trending Fitness Micro-influencers in Southeast Asia, but in what ways brands can work with them to leverage their influencer campaign, let’s find out now!

Hosting Live Workout Sessions

Last May in the Philippines, Nike launched a Community Workout series, partnering with Filippino fitness micro-influencers @tanyamariaaguila and @monicaracestheworld to stream workout sessions on Instagram Live. 

The live streaming series was a part of their #playfortheworld campaign which encourages their customers to stay healthy and active during the stay-home period. The idea was well-received on social media, and the post featuring Nike’s workout session made Tanya and Monica the influencers with the highest engagement rate in the Philippines in May 2020!  

@Bioresg is another brand that executed a brilliant influencer marketing campaign by hosting workout sessions. They partnered with fitness macro-influencer, @roxannegan_, to provide their audience with regular home workouts. In the post featuring @Bioresg, Roxanne emphasized the importance of using sunscreen Biore UV Athlizm to protect our skin against UV rays, even when she is practicing indoors. 

Leveraging Video Content 

With video content being the spotlight on social media, producing engaging videos is the key to attract Millenials and Gen Z consumers.

You may know #movemoreathome, a campaign that has gone viral recently launched by @rexonathailand. With the aim of inspiring people to get up on their feet during self-quarantine, Rexona collaborated with a number of Thai influencers, including celebrities, fitness influencers and even dancers. Influencers were made to share videos of them exercising or dancing to dynamic background music. By partnering with Tiktok influencers too, the campaign quickly became a hit and received high engagement rates, especially among younger audiences.  

But, fitness workouts are not the only way to have fun with video content. Recently, Thai fitness influencers @thisisbebe, who is a famous pilates performer, amazed her followers with a video featuring @slimmadrink. Instead of showcasing her graceful pilates moves as usual, the opening of her video was made up of energetic dance movies which were totally unexpected. This dancing part came as a surprise for her followers, rewarding her with a whopping 170k views!     

Another example of how we can be creative with video content is from student-athlete @kerstinong. In her video post promoting @underarmoursg, she challenged herself with single-leg hops over up to 7 shoeboxes. The video quickly gained popularity and became one of the most-viewed videos on her Instagram feed.

Holding A Virtual Race  

Have you heard about “virtual race”, the latest running trend in the world?

Virtual Race is a race in which participants will run alone and connect their phones to a GPS-tracking app to measure results. Joining the virtual race, runners can avoid social gatherings, which is important to keep them safe from coronavirus, but still feel as if they’re a part of the crowd! 

Last July, as the annual Pocari Sweat Run was canceled due to coronavirus, Pocari Sweat Indonesia decided to launch the first virtual race in Indonesia, namely Pocari Sweat Run Virtual 2020. The event is scheduled to take place on August 16 at 06:00 – 08:00, Jakarta Time. To spread the word,  @pocarisportid partnered with reputed fitness influencer @melanieputria. With such an innovative virtual event, the influencer campaign immediately generated great attention on social media as well as the running community in Indonesia.

Asics Global Running Day Virtual Run is another virtual race that is worth your attention. Unlike the Pocari Sweat Run, this race aims to encourage women to run more but also to raise funds for Breast Cancer Foundations in the region, and the National Cancer Society of Malaysia. Holding a race with a good cause is a great way for brands to contribute to society in times of need and showcase what your brand stands for and your values to consumers.

 

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It was Global Running Day yesterday – did you manage to get a run in? No chance to meet up with friends to run together this year because of what’s happening, but @asicssg has an Asics Global Running Day Virtual Run that you can be part of. This virtual run aims to empower women and will be raising funds for the Singapore, Thailand and Indonesia Breast Cancer Foundations, and the National Cancer Society Malaysia. The event is open from now till Sunday, 7 June, and all you need is a GPS-tracking app like Asics Runkeeper to participate. There’s 3km, 5km and 10km – it’s free but sign up by tomorrow at web.42race.com/race/asicsgrd2020. P.S. Thanks for the new running gear, Asics! #globalrunningday #asicssg #virtualrun #getfit #lovefit #fitforlife #fitness #fitnesseveryday #instafit #igfit #activelife #runforlife #runningsg #sgrunning #instarunners #IGrunners

Bài viết do Cheryl Tay (@cheryltaysg) chia sẻ vào

Sharing Inspirational Stories

Nike’s video commercial is a perfect example of how brands can connect with their customers by sharing inspirational stories. Unlike most videos nowadays which are created only for amusing purposes, Nike’s videos are rooted in personal yet inspiring stories about the athlete’s journey to attaining success.

In 2019, Nike successfully spotlighted tennis legend, Rafael Nadal, in their commercial ad named Rally. The video is a combination of different rallies where Nadal never fails to put in relentless effort to earn each of his points in different matches. And the message at the end of the video is still stuck in viewers’ minds: “Crazy dreams take crazy effort.”

 

Beginning is another 60-second commercial ad from Nike that inspires the audience by featuring professional basketball player, LeBron James’ journey to becoming one of the greatest players in NBA history. The video showcases how he had emerged from poverty in a small and humble city in Akron. At the end of it, James expresses his hope that children in the world will not have to start with a “humble beginning” like he did.  

 

Telling stories that inspire is the recipe to an engaging marketing campaign. While not every brand will be able to reach out to legendary sports players, brands can always partner with local athletes and trending fitness influencers in the community to spread the story about determination and motivate consumers to lead a healthy lifestyle! 

 

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5 Important Lessons To Learn From Influencer Scandals in 2020

July 29, 2020 Posted by Uncategorized 0 thoughts on “5 Important Lessons To Learn From Influencer Scandals in 2020”

Social media influencers, as the name says it, have the power to influence people with their words. Hence, there are many factors for brands to consider when it comes to choosing the right influencer. Besides the basics of not buying fake followers, nowadays it is important for influencers to produce authentic content which online audiences are looking for. However, sharing their own ideas and opinions on social media is like a 2-edged sword, which can either boost their reputation or create unexpected consequences that could damage their career.

In particular, cancel culture , which refers to “removing of support for public figures in response to their objectionable behavior or opinions”, is raging. A recent study by Zeno Group of 8,000 people across eight countries found that consumers in Singapore, Malaysia and China were more likely to act against brands with such behaviour appearing strongest among Gen Zs and Millennials. 

In understanding the changing social media environment, let’s find out some of the most talked-about influencer scandals this year and the 5 important lessons to take away from it! 

1. Be careful when mentioning politics

It is not a wise idea to voice your political opinion on social media, especially when it goes against the crowd and could lead to controversies. Recent examples from @Xiaxue and Sean Buranahiran show us that influencers should be really careful when speaking up about politics.   

This July, famous Singaporean blogger and social media influencer @Xiaxue broke the internet with her Instagram story attacking female Singaporean politician Raeesah Khan. The trouble hasn’t stopped there. A few days later, a lot of her old tweets which claimed to be racist and offensive were dug up, putting her in the subject of police reports and petitions for racist content on social media. In Singapore, the hashtag #PunishXiaxue immediately became the No.1 trending topic on Twitter. Many brands that partnered with her before have also started distancing themselves from her, in response to the crisis.

Source: Independent.sg

Source: Independent.sg

 

Another example of influencer scandals comes from Sean Buranahiran – a popular social media influencer and Youtuber in Thailand. The trouble all started when Sean shared with his fans about joining a tree-planting event in Chiang Mai. He met the Deputy Prime Minister there and described that “he is kind of sweet”. Although this comment might seem unharmed, it created a backlash from the audiences who support the pro-democracy movements in Thailand. Unlike @Xiaxue, Sean did not raise any of his political views, yet in the context of Thailand being a politically divided country, it is better to be cautious when creating content related to politics.   

 

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(With the Governor of Chiang Mai, giving jobs to people who were left unemployed during the COVID-19 crisis) วันนี้ผมได้เรียนรู้จาก ท่านผู้ว่าราชการเชียงใหม่หลายอย่าง . ทำความเข้าใจเรื่องไฟป่า และปัญหาอื่นๆ ในเชียงใหม่ ในงานโครงการ ฟาร์มตัวอย่างต้านภัยโควิด-19 ที่ศูนย์อำนวยการจิตอาสา พระราชทานจัดขึ้น เพื่อช่วยเหลือประชาชนที่ตกงาน และ ให้เขาได้ลงมือทำตามแนวทางศาสตร์พระราชา ได้ทั้งความรู้ติดตัว และรายได้ในเวลาเดียวกัน . ขอบพระคุณท่าน พ.ต.อ. ปิยะพันธ์ ภัทรพงศ์สินธุ์ รองผบก.ภ.จว.เชียงใหม่ ที่เมตตาผมและทีมงานให้เข้าไปศึกษา เรียนรู้ครับ 🙂

Bài viết do Sean B. ฌอน บูรณะหิรัญ (@sean_buranahiran) chia sẻ vào

2. Racism is another sensitive topic to avoid

Besides politics, racism is another topic that influencers should be mindful of. Last May, Former Miss Universe Malaysia Samantha Katie James received a storm of anger with her Instagram stories saying black people “chose to be born as a colored person”, and claiming that “it seems like the ‘whites’ won”. Her comments were, of course, heavily criticized by the Malaysians. It even led to a petition to strip her title due to “her ignorance and lack of self and privilege awareness”. 

Source: www.prweek.com

 

Singaporean influencer Sheena Phua also got into the same trouble last year by calling the Sikh men “2 huge obstructions” as they were blocking her view at a concert. Later on, she had to apologize on social media and explained that she didn’t mean to be racist at all.

 

3. Actions can send a religious message

Religious issues can sometimes be amplified by influencers as well. Muslim social media star, Amena Khan has publicly announced her removal of the hijab, an obligatory Islamic head covering. In her video which attracted over 630k views, she said: “A couple of days ago I stopped wearing my headscarf and I feel like the incongruity of me not wearing it in my personal life and then putting it on in my videos, it didn’t feel right. It’s not good for you and it’s not good for me, for my sanity.”

Yet, she is not the only influencer taking off the hijab. Popular Muslim influencers Dina Torkia, Asya Al Faraj and Bushra Sheikh have sparked similar controversy on social media from removing their hijab. Many followers were let down by the decision of these influencers to “leave” the hijab-­wearing community while others cheered on their authenticity and courage. 

While wearing the hijab is “a deeply personal one” for Amena, there is concern about the choices her followers will make in response to her decision. With the amount of attention on influencers today, it is highly likely that decisions made by influencers can impact the community and drive social change. 

4. Pay attention to how you phrase posts

Besides avoiding sensitive topics, influencers should be mindful of the way they communicate as well. This April, a Singaporean TikTok influencer boonkikikiki uploaded a video, in which she said “If there’s something you always wanted to do [….] and by the end of circuit breaker you have not accomplished that, or even worse, you have not even started, you never lacked time! You lack discipline! Time for you to get your sh*t together, and start accomplishing your goals!”.

The post went famous, but probably not the way she planned. While some claimed that her points were valid, others felt offended and annoyed. Later on, Boonkikikiki went on to explain that she just wanted to motivate people to get their tasks done. Although she might have had a good intention, the content itself and the way she delivered it was definitely a big problem here.   

5. Be transparent with what you communicate 

After generating a backlash over his political comment as mentioned above, Sean’s critics were also raising questions over his charity activity. In particular, he was accused of misspending 875,000 baht in the fund which he had raised to help the wildfire in Chiang Mai and was the subject of the police investigation. Later on, Sean clarified his spending on social media, yet people were still not convinced and continued raising questions up to now. This whole scandal wouldn’t have happened if he had been transparent about his spending in the first place.

Remember the Daryl Yow controversy? Back in 2018, the saga with Singapore-based photography influencer plagiarising other’s work had taught many influencers about the importance of genuine content and transparency.

(Comment Translation: Where is my donation money!? Why it doesn’t go to the wildfire as you mentioned? What are you waiting for? Does all the money go to your expensive house and cars? If this is not revealed, you might have used all those donation money!)

In a world where everyone is using techniques and trickery to stand out on social media, influencers should consider honesty and transparency as their core values to build up long-lasting relationships with their audience. 

Get a free copy of our Influencer Marketing Report 2020 – South East Asia to keep updated with the latest influencer marketing trends in 2020 and predictions on influencer marketing!  

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

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

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

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

Keeping your customers updated

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

 

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We love you Kiehl’s Community. 💚 #KiehlsSG

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

 

 

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

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

Creating video content

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

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

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

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

 

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

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

Delivering the right message

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

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

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

 

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

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

Showing that your brands care

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

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

 

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

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

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

 

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How influencer marketing changes after Covid-19

How influencer marketing changes after Covid-19

May 2, 2020 Posted by Uncategorized 0 thoughts on “How influencer marketing changes after Covid-19”

Will influencer marketing stay the same after Covid-19 ends? Probably not.

The last few months have brought about significant changes to the landscape of influencer marketing: Many businesses have to close temporarily, travel influencers are losing their jobs; brands are finding new ways to reach out to customers. In this challenging time, some brands are effectively adapting their strategies to stay connected with their customers, creating new influencer marketing trends that can last very long after the pandemic ends.

Let’s dive into it now, and here are our predictions of influencer marketing after Covid-19!

1. Video marketing is going to thrive

Before Covid-19, video content has been predicted to be the future of influencer marketing. This prediction was secured by the rise of TikTok, a popular video-centric platform that had up to 500 million monthly active users only 3 years after its launch.

Amid Covid-19, TikTok became one of the most downloaded social media apps in Q1 2020 as the number of installs reached up to 1 billion worldwide. Given the current situation that people are staying at home more than ever, TikTok is rising as a great source of entertainment which allows users to create funny clips with creative video templates and a set of trendy music. Some brands have started including TikTok in their influencer campaign strategy as a new way to engage with their audience.  

Dettol India, a brand of cleaning supplies and disinfectant, has recently capture social media’s attention by launching TikTok #HandWashChallenge, in which they partnered with Indian TikTok influencers with millions of followers to spread the word for their campaign. The videos quickly became viral with more than 8 billion views in just 4 days. Up to now, the challenge has surpassed more than 60 billion views one month after it started off. Although there is no report that Dettol’s sales increased after launching the challenge, the brand successfully captured social media’s attention and raised awareness about their products.

Together with TikTok, live content on IGTV, Facebook and Youtube are also expected to thrive in 2020.

2. Influencer marketing and eCommerce are going hand in hand

Life under self-quarantine has brought about a big shift in consumer’s shopping behavior. As people are spending more time on the internet, they’re also buying more things online. 

In late February, RedMart, a Singapore’s leading online supermarket site, saw a great increase in online grocery as people were rushing to stock up on essentials. Now the demand is off its peak, yet it is still higher than normal. In the U.S. market, Amazon hired 100,000 new employees in March 2020 to support their warehouses and delivery network in response to the surge in demand for online purchases amid Covid-19. 

As the line between social media and E-commerce is more blurred than ever, brands are taking this opportunity to strengthen their social media presence via influencer marketing. A typical example of this collaboration is Tokopedia, one of the most popular Indonesian e-marketplace. Last month, this firm partnered with a number of Indonesian influencers to spread the word for their products as well as the promotion of free postage to facilitate online shopping in the period of self-isolation.

Liketoknow.it is another e-commerce platform that is emerging amid Covid-19. This new platform allows influencers/bloggers to make a commission from sales of products they wear in their posts. Last month in Vietnam, the website has increasingly been mentioned by a lot of influencers who had their items featured on the website.

 

3. User-generated content is the next big thing

Before Covid-19, user-generated content has already been appreciated by brands as it promotes authenticity and personalization to influencer posts, thus attracting more engagement. 

Amid Covid-19, user-generated content has proved itself to be an effective influencer campaign strategy. As a result of social distancing, people are spending more time online than ever, looking for more personal connections with others online. Understanding that need, many brands have adopted this type of content to generate more engagement from the audience.    

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. 

 

4. Brands put more emphasis on conversion rate

It goes without saying that the goal of influencer marketing can vary depending on the brand’s strategy in different periods. However, with the recent outbreak of Covid-19, the uncertainty in business environments has urged marketers to look for ways to optimize their budget and maximize the benefits of influencer campaigns. With that in mind, placing great emphasis on the conversion rate seems to be an ideal influencer campaign strategy.

Recently, Ai Home, the first Malaysian smart home and full-range lifestyle gadget retailer has partnered with many influencers to spread the word for their promotion using promo codes with influencers’ names such as “Joenne”, “Chailing”. This brand also captured social media’s attention by creating #AiStayHomeChallenge, in which influencers encourage their followers to upload their pictures and tag 3 friends to join the challenge with them. By integrating different types of influencer campaigns (affiliate marketing and creator contests), Ai Home successfully built up brand awareness and was able to kept track of their sales conversion through influencer marketing. 

 

While there are lots of predictions about influencer marketing landscape after Covid-19 ends, one thing we all agree is that influencer marketing will continue thriving! With people increasingly using social media, brands that have not yet caught up on using influencer marketing now realized the benefit of being able to connect and engage with their consumers via social media influencers.

As social media influence is turning into a billion-dollar industry, Affable is one of the best influencer campaign platforms that help you choose the right influencers and measure the effectiveness of your influencer marketing campaigns. Feel free to contact us if you have any questions or experience your free trial at https://www.affable.ai! 

 

How brands should adapt their strategies amid Covid-19

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

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

1. Embracing new content strategy

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

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

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

 

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

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

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

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

 

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

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

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

 

2. Organizing virtual conference / event

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

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

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

 

3. Offering additional values to customers

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

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

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

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

4. Giving back to the community in time of need

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

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

 

 

 

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