Posts tagged "influencer marketing trend"

The World of Male Beauty Influencers

August 4, 2020 Posted by Influencer Marketing 3 thoughts on “The World of Male Beauty Influencers”

In the past, the beauty industry used to be dominated by women. However, with men becoming progressively interested in taking care of their appearance, more and more men started putting on makeup, representing a huge market opportunity for beauty brands to invest in. According to Allied Market Research, with a growing demand for men’s personal care products, this industry is predicted to hit up to $166 billion by 2022. 

As male beauty influencers have become a thing on social media, brands are taking this opportunity to scale new markets and bring something different in the crowded beauty space. In this article, let’s take a deeper look into the world of Male Beauty Influencers and how brands are collaborating with them to create influential marketing campaigns!

Beauty brands started removing gender in their marketing

MAC Cosmetics is one of the global beauty brands that promote gender-neutral products. Back in September 2019, this brand partnered with male beauty influencer @bretmanrock to promote their new Love Me Lipstick. The video immediately caught social media’s attention and became one of his most-viewed videos with more than 6M views. Last month, this brand announced its partnership with EXO member @layzhang with the aim of breaking the gender barriers in the beauty industry.

Last month, Kiehl’s partnered with several male beauty influencers in different countries to promote their new Vital Skin-Strengthening Super Serum. Reaching out to male customers, Kiehl’s picked up on the idea of men looking good and healthy in their campaign. They emphasized the serum can protect skin against skin-aging stressors and helps men maintain stronger and healthier skin.  

 

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Been trying out @kiehlssg NEW Vital Skin-Strengthening Super Serum for a full 3 weeks now, with visible results with just 1 application, Kiehl’s have officially outdone themselves again! . Fuelled with Adaptogenic Herbal Complex containing the power trio of Red Ginseng Root, Holy Basil and Schisandra Berry, each morning I wake up with brighter skin, even my outbreaks are getting lesser and I feel my skin is getting healthier and stronger. Vital Skin-Strengthening Super Serum has proven to me that strong skin is key in helping to protect skin against skin-aging stressors! . Get a free sample from any Kiehl’s outlet/counter all over Singapore to try out the magic yourself!! . Comment a “yes” below if you like me to do giveaway on the Vital Skin-Strengthening Super Serum! . #KiehlsSG #KiehlsSuperSerum #sp

Bài viết do 𝐘 ☾ ✞ 𝐀 𝐊 𝐈 𝐒 ∙ 𝐉 𝐀 𝐌 𝐄 𝐒 (@yutakis) chia sẻ vào

 

Boyish Good Looks

South Korean men are leading the world’s male beauty market. Led by K-Pop male celebrities, “boyish good looks” has become a widespread cultural trend. Chanel Beauty Korea introduced a campaign last year, #boydechanel alongside the debut of its first makeup line for men. The launch of Boy De Chanel was supported by male beauty influencer @d.hwan_92 alongside other male influencers who showcased flawless skin. 

The brand also posted a video with #BeOnlyYou, educating men on how to achieve a “Natural Look in 6 Steps”, promoting a “natural look that is still you”.

Leading with an Empowering Message 

Brands can also learn to lead with an empowering message for men who are exploring the world of makeup. Last July, Urban Decay Cosmetics held a wildly successful campaign with their #StayNaked collection with the concept of being #PrettyDifferent. Expanding the definitions of who can wear makeup, Urban Decay worked with the Fantastic Beasts star, Ezra Miller. 

Their message of not subscribing to typical beauty standards was also well-received on social media. Beauty influencer and #UDPartner, @ivanbaaaaah, also applauded the campaign for showcasing different kinds of beauty and his post received over 20k likes from inspired followers.   

 

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Urban Decay

Bài viết do Ezra Miller (@imezramiller) chia sẻ vào

 

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Let’s bloom for the summer! I’m so excited to introduce @urbandecaycosmetics new Stay Naked Weightless Liquid Foundation. Get this, it comes in 50 shades with 9 intensities, 3 mastertones and 7 undertones! Yas inclusitivity! The foundation is a beautiful medium coverage that is super flexible on the skin and also breathable, lasting up to 24 hours wear. My shade is #40NN and it blends into my skin seamlessly. It’s a natural matte finish too! I feel super honored to be part of this because I’ve always struggled with my own beauty and where I fit in, especially coming here from Malaysia. I felt like I was always oscillating between being myself or what society expects of me. I watched @urbandecaycosmetics new #staynaked campaign and I was so inspired, I loved how they showcased different kinds of beauty, so we can do it, too! #udpartner

Bài viết do IVAN LAM (@ivanbaaaaah) chia sẻ vào

Other brands are also venturing into this scene. Imagined to give a voice to all types of beauty, Givenchy introduced #MadetoDisturb featuring its Volume Disturbia mascara. Making a stunning appearance at one of the events was beauty influencer @danielzrotfl and @thegigigoode from Ru Paul’s Drag Race. Learning from these examples, brands can give a tribute to individuality and reinforce the message that beauty is being yourself!  

Bigger and Bolder Looks

Brands are also making a statement with their campaigns, with influencers coming up with bigger and bolder looks. Male beauty influencer @louiecasttro swept followers off their feet in his collaboration with @maccosmetics for a #MACHalloween look. By creating a unique skeletal look, the post garnered over 230k likes from the beauty community. Followers could also tune in to a quick makeup tutorial on his Instagram Story and recreate the look for some trick-or-treat fun.

Beyond collaborating with known makeup brands, beauty influencers have also stepped up to create their own makeup brands. Jeffree Star Cosmetics, which was started by @jeffreestar, took the industry by storm by embracing the creative freedom makeup gives and challenging gender norms. With influencer @rogermuru’s face as a canvas, beautiful strokes were added to create a visual sensation for their followers. 

Recognizing that makeup is art, brands looking to stand out from the crowd can consider collaborating with beauty influencers to deliver looks that wow. 

 

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Iced out💎 @rogermuru created this sickening look using our #BLOODLUST palette 🔮⚔️ #jeffreestarcosmetics

Bài viết do Jeffree Star Cosmetics (@jeffreestarcosmetics) chia sẻ vào

Bonus: How to engage your male audiences 

As beauty brands have started targeting male customers in their campaign, they need to embrace different marketing strategies to engage these audiences. Last year, Axe, a male grooming product brand, launched a campaign focused on self-care and pampering oneself. @comedianlilrel, together with influencers @jay and @krislondon led the #Bathsculinity movement on Instagram by sharing their enjoyable bathtime moments with Axe Body Wash. 

So what exactly is #Bathsculinity? According to Caroline Gregory, Global Brand Director at AXE, “Bathsculinity” is about showing that “pampering yourself and celebrating your individuality is beneficial and enjoyable – and certainly makes you no less of a man”. That being said, encouraging men to start taking better care of themselves is definitely an interesting angle to consider!  

In general, male beauty influencers are changing the face of the beauty community. Partnering with them not only helps brands approach new markets, but also sends an inspiring message about gender equality in this industry.  

Are you interested in creating your own influencer campaigns with some of the best male beauty influencers in your region? Discover male beauty influencers here and find out how to find the right influencers for your campaign!

 

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fitness microinfluencers

Top Trending Fitness Microinfluencers in Southeast Asia (SEA)

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

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

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

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

Influencers with Viral Home Fitness Workouts

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

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

 

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

A post shared by Jordan Yeoh (@jordanyeohfitness) on

Fitness Microinfluencers On TV

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

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

 

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

A post shared by Kirstie Gannaway (@kirstiegannaway) on

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

Fitness Mums

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

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

 

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

A post shared by Kelly Latimer (@kellylatimer) on

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

 

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

A post shared by h. does yoga ૐ (@hanadoesyoga) on

Student-Athletes Microinfluencers

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

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

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

 

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

A post shared by JANAE CHUA • SINGAPORE (@janaechua) on

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

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

 

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How Brands can Collaborate with Gaming Influencers

How Brands can Collaborate with Gaming Influencers

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

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

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

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

Having Fun with Content 

What better way to advertise about a game than to bring it to real life and live it out with gaming influencers? This May, Royal Chaos, a mobile card-based adventure game, launched a creative campaign featuring influencers @sylsylnoc, @ninatsf and @qinlovesmacaronsss. Dressed to look like characters in the game, engagement rates were high as followers were rewarded with a pleasant surprise. 

 

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

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Gaming Must-Haves 

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

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

 

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

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Introduce New Technology

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

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

Move Beyond Gaming Influencers 

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

Bonus: Brands outside the Gaming Industry  

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

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

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

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

 

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How 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 in 2020

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 (UGC) 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 are going to place 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! 

 

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