Posts tagged "influencer marketing"

Top 5 Marketing Campaign Strategies In 2021

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

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

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

Inclusion and Diversity

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

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

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

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

 

The Age of Social Commerce

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

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

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

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

 

Watch & purchase

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

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

1. Shoppable videos

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

2. Live Stream Videos

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

3. Videos for good

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

4. Soundless videos

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

 

UGC Campaigns 

According to Crowdtap and Ipsos, user-generated content (UGC) is more trusted than other types of media by 50% and is an important marketing strategy to help brands build trust and grow sales.

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

 

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

Influencer Marketing

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

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

1. Influencer commerce

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

2. Multi-channel campaign

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

3. Strategic long-term partnership

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

4. Immersive content

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

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

 

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Inside the Rise of Anti-influencer

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

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

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

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

Influencer Partying during Lockdown

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

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

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

Increasing Demand for Free Products and Services 

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

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

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

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

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

Inauthentic & Endless Sponsored Posts

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

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

 

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

What Should Influencers Do?

1. Be a Role Model

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

2. Authenticity is Key

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

3. Be Professional! 

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

 

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How To Launch a Brand Ambassador Program

March 5, 2021 Posted by Influencer Marketing, Social media marketing 0 thoughts on “How To Launch a Brand Ambassador Program”

Influencer marketing is all the rage right now. As consumers today trust influencers more than traditional advertising and celebrity endorsement, more and more businesses have included influencer marketing in their overall marketing strategy. To ace the game in 2021, many brands also created brand ambassador programs to leverage the power of word-of-mouth marketing

While establishing an ambassador program is an investment that requires careful planning and implementation, the effort can be very rewarding in the long run. In this blog, we will help you define what a brand ambassador is and go through 4 basic steps to launch an effective ambassador program. Let’s start! 

What is a Brand Ambassador Program? 

Closely related to influencer marketing, a brand ambassador program is seen as a longer-term relationship with influencers to enhance awareness about the brand in their communities. Given the rapport between the influencer and the brand, brand ambassador programs can help to create authenticity and allow audiences to resonate with the content. 

In fact, content shared by influencers often receives more engagement than branded content, especially for micro-influencers and nano-influencers (60% higher engagement than more popular accounts)!  

Who can be a Brand Ambassador?

It is common for an influencer to be selected as a brand ambassador given their enormous following and influence in a specific niche. However, a brand ambassador will not only be social media influencers. They can also be your loyal customer, dedicated employees, or industry experts. 

Let’s take Coca-Cola’s Ambassador Program as an example. In 2016, this brand empowered its 700,000 global employees worldwide to represent and promote the company. Employees are supported with apps and other materials as they spread positive messages through their social networks and are rewarded for their activity. According to American Marketing Association, an Employee – Ambassador program like this can help brands to:

  • Save billions in marketing costs and lead to overall higher productivity among employees
  • Generate higher productivity 
  • Increase employee retention rates at nearly 90% more than companies without brand ambassador programs

 

Steps to launch an effective ambassador program

1. Define your ideal ambassadors 

The first step to launching a successful brand ambassador program is to define your ideal ambassadors. Specifically, a set of criteria should be listed to help brands define their future ambassadors. A critical factor we always recommend brands to look at when choosing ambassadors is the Brand and Ambassador Affinity. There are many cases where brands get lured by an influencer’s popularity (high number of followers, high engagement…) and partnered with influencers who do not suit their brand image. Let’s explore 2 examples below.

In 2017, Kendal Jenner was chosen to be the ambassador for Adidas Originals and was featured in Adidas’s campaign Originals. The ad was beautiful and stunning, yet all people talked about was the mismatch between Adidas and Kendall Jenner. They felt that Adidas should have cast a real athlete whose story is inspiring and relevant to the brand’s message instead of… a supermodel. 

 

Another example is between Volvo Cars and beauty influencer Chriselle Lim. Their campaign faced awkward consequences as Chriselle Lim did not suit their brand image. It can be explained that Volvo was trying to reach out to younger customers via social media, but the influencers have little or no affinity to the brand’s image. For more detail about this case study, can check out our previous blog about Influencer marketing mistakes and 4 lessons to learn from them. 

To analyze an influencer’s performance on social media, it is important for brands to look into their audience’s demographics such as age range, location, gender distribution and their interests, apart from usual metrics like number of followers and engagement rate. Doing so can help your brand to leverage influencers whose audiences are aligned with your target consumers, so your campaigns will receive greater engagement and generate a better conversion rate!

2. Define the goal of your ambassador program

As with any influencer marketing campaign, there needs to be clear goals for the brand ambassador program. Specifically, an ambassador program can be used to grow brand awareness, drive sales, promote a specific product line, and more!

Furthermore, a clear goal should also be accompanied by clear measurement. If the aim is to boost sales, tracking links and promo codes should be included in the content. In its ambassador program, beauty brand Pura Vida Bracelets gave its ambassadors personalized discount codes to track their performance. By sending their ambassadors free products, early access to new products, and other supporting marketing material, the brand increased its sales by 300% YoY and lowered customer acquisition costs by 7X!

On the other hand, if the program is aimed to increase awareness, you may want to look at tangible statistics such as estimated campaign reach, number of posts, increase in engagement, and following by 30% over the next 3 months, for example. However, an ambassador’s activities are usually not limited to social media, so brands will need to figure out other metrics to measure their performance.  

3. Set clear guidelines for your ambassadors

A clear and detailed guideline should be made to ensure that your ambassadors understand your brand’s message so they can perform up to your expectation. A guideline is particularly important if you’re working with nano-influencers or those who are new to being a brand ambassador. In which case, brands can get more involved in the content creation process and provide a support channel to assist them.

However, brands should also allow their ambassadors some creative space to get playful with the content as they know what their audiences like best! One of our favorite examples is the partnership between @kerstinong and @underarmoursg. Kerstin Ong is a student-athlete and is an ambassador for Under Armour Singapore. Apart from sharing images of her wearing Under Armour athletic shoes, she also promoted the brand by challenging herself with single-leg hops over up to 7 shoeboxes! The video is exciting to watch, and it quickly gained popularity, becoming one of the most-viewed videos on her Instagram feed!

 

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Bài viết do Kerstin Ong (@kerstinong) chia sẻ

Investing in ongoing training and nurturing the relationship with your ambassadors is critical to help them understand the brand and uplift their performance. Even when it is a paid partnership, brands should also provide their ambassadors with tangible benefits (discounts, free products or services…). The more ambassadors understand and love your products, the more positive, authentic content they will share with their audiences. 

 

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Bài viết do Tara Maynard (@taramays25) chia sẻ

4. Track and measure their performance

Like all social media campaigns, brands need to measure the ambassador’s performance and their campaign reach. By using Affable’s influencer campaign management features, brands are able to garner a wide range of information including Total engagement, total reach, number of influencer posts (including stories!), and even engagement breakdown so brands can measure CPE, CPM and other KPIs attached to the ambassador. 

All content and metrics can be downloaded and exported into a PowerPoint presentation showing a campaign overview as well as individual performance.

 

Conclusion

Choosing your brand ambassadors wisely, giving them enough freedom to create, setting clear guidelines and tracking their performance, are the 4 basic steps involved in a brand ambassador program. For brands that are new to ambassador programs, we recommend that you start small (learning by doing!) and scale your program over time. 

From finding the right influencers, reaching out to them, managing relationships and measuring performance, many brands are using influencer marketing platforms like Affable to help them run an effective ambassador program! Contact us and request a free demo today!

 

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Top Trending Luxury Influencers in Southeast Asia

February 16, 2021 Posted by Uncategorized 0 thoughts on “Top Trending Luxury Influencers in Southeast Asia”

Luxury brands have gravitated more towards influencer marketing in recent years. As consumers shift from traditional media to social media platforms, luxury is no longer about mystery and secrecy, but more about authenticity, quality, and personality. Working with luxury influencers is one of the best ways to reach out and engage with luxury consumers as they update the latest high-end fashion and beauty trends on their Instagram feed. 

However, luxury brands have to pay more attention and select the right type of influencers when it comes to high-end fashion and beauty products. Relationship building with the right influencers can generate large amounts of engagement and buzz, but working with the wrong influencers may risk diluting the brand image. To reach a niche audience like luxury consumers, luxury brands are using influencer analytics platforms like Affable to analyse the audience demographics and find suitable influencers.

Looking to find the right luxury influencer for your influencer marketing campaign? Read on to find out who are the top trending luxury influencers in Southeast Asia!

Top Luxury Influencers in Singapore

Netflix’s reality TV show, Bling Empire, has been topping the charts in Asia since its release as audiences are fascinated by the lives of wealthy Asian influencers in Los Angeles. Luxury influencers with high-end fashion and beauty products on their Instagram feeds are also capturing consumers’ attention on social media. 

One noteworthy Singaporean influencer is He Ying Ying (@hereisyingying) – a Mediacorp celebrity with a great taste in fashion! According to our influencer analytics platform, Ying Ying’s audience consists of mainly millennials in Singapore and she has a high engagement rate of 5.08%, making her the top luxury influencer in Singapore.  

She carries various luxury bags in her Instagram photos, including brands like @longchamp, @redvalentino, @coach and @mcmworldwide. Her most recent collaboration showcases a simple and chic Longchamp bag and her two cute kitties which received over 5k likes in just 3 days! 

Top Luxury Influencers in Malaysia

As for Malaysia, the top luxury influencer goes to none other than May Ho (@mayho10) who has 394k followers on Instagram. May is also a popular YouTube influencer with her own YouTube channel which currently has 41.2k subscribers. She frequently updates her channel with exciting unboxing videos of various luxury bags, so luxury brands looking to partner with her can potentially use engaging videos to appeal to consumers. With a fun and authentic personality, luxury brands that work with May can definitely make luxury products relevant and exciting to consumers too! 

 

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A post shared by May Ho 美好 (@mayho10)

Top Luxury Influencers in Thailand

Bosck (@bosck) is our top Thai luxury influencer with around 85% of his audience concentrated in Thailand and a high engagement rate of 2.62%. With a rapid increase in followers since August 2020, luxury brands should definitely keep a lookout for this rising star! 

Loved for his model-like figure and handsome outfits, audiences follow him on his other social media channels including TikTok, YouTube and Twitter. Multi-channel content creators like him are able to reach wider audiences and generate greater brand recall for influencer marketing campaigns. Check out his stunning collaboration with @coach below which generated over 5k likes!

 

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A post shared by BOSCK ③⑥⑤⑨ 🦕 (@bosck)

Top Luxury Influencers in Indonesia 

Next up, we have our top Luxury influencer in Indonesia! As a luxury travel influencer, Hendrick Hartono (@hendrickhartono) has been to 77 countries, and is a self-proclaimed luxury resorter. 

His feed is filled with captivating images of his travel journeys all around the world, transporting his audiences to exciting travel destinations. Followers are also given a peek into his stays at some of the most luxurious resorts in the world.  

However, with the travel restrictions due to COVID-19, many travel influencers have been impacted and are adapting their strategy. Keeping his Instagram feed active, Hendrick’s has been going for staycations within Indonesia at resorts including Four Seasons Resort Bali at Jimbaran Bay and Candi Beach Resort & Spa. By encouraging audiences to tag someone else, Hendrick has also maintained engagement with his followers on social media. 

If you’re interested, you can also hop over to our COVID-19 related blogs to learn more about how influencer marketing changes after COVID-19 and how brands should adapt their strategies!

 

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A post shared by HENDRICK HARTONO (@hendrickhartono)

Top Luxury Influencers in Vietnam

If you’re looking for a luxury influencer in Vietnam, why not consider working with Bell (@krisbellnguyen)? With 73% of non-branded content, she is known for being an authentic inspiration for many followers. Her luxury lifestyle is also captured in aesthetic photos on her Instagram feed, earning her a high engagement rate of 3.19%. In fact, her recent collaboration with @empireluxury.vn had more than 2k likes! 

 

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A post shared by B E L L 🔔 (@krisbellnguyen)

Top Luxury Influencers in Philippines

There are many influencers in the Philippines but only a few can compare to Ashley Colet (@itsashleycolet_) in terms of style. With a high engagement rate of 3.67% compared to similar influencers with only 2.59%, Ashley is among the top luxury influencers in the Philippines. Furthermore, her background as a freelance model guarantees that audiences will be wowed by her beautiful photos. According to our influencer marketing platform, her minimalistic yet edgy feed also resonates with her audience which is made up of female millennials. For luxury brands looking to increase their relevance to millennials, Ashley is a great influencer to keep in mind.

 

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A post shared by Ashley Colet 🐾 (@itsashleycolet_)

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

 

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Affable Review: Check us out on Influencer Marketing Hub!

February 16, 2021 Posted by In The News, Influencer Marketing 0 thoughts on “Affable Review: Check us out on Influencer Marketing Hub!”

Earlier this year, we submitted our platform to Influencer Marketing Hub, a leading industry resource for influencer marketing agencies and platforms. We’re excited to share that we received a near-perfect rating (4.5 out of 5 stars)!

So what the experts say about Affable? 

 Affable.ai is a top notch solution for brands looking to manage their influencer marketing: it provides the tools to be able to market at scale while preserving a personal touch, and its heavy reliance on data and data analysis shows a clear understanding of what makes influencer marketing so effective.

In detail, the review gives a clear picture of why Affable is a powerful tool for influencer marketing and highlights some exciting features that make Affable a cut above many of its competitors:

Negative Search

By using Negative Search, brands can use our filters to avoid working with influencers who had mentioned or been sponsored by your competitor in the past. This is a minor feature but can create a big impact! 

Unique Reach

With other platforms, brands can organize influencers into groups and view the aggregate stats of their reach. However, the total reach usually accounts for duplicates across audiences. At Affable, we go the extra step by reporting the unique reach, not the total. For example, If influencer A has 100 followers and influencer B has 100, but they share 50 of them, the real reach will be 150, not 200 followers! 

Campaign feature

The campaign management dashboard allows brands to garner a wide range of data, manage influencers and their performance, track content and provide in-depth reports. All can be downloaded and exported into a PowerPoint presentation showing a campaign overview and performance breakdown for each influencer.

For more exciting features and detailed review, you can check it out here.

 

Even as a relatively new player, Affable is already a very mature product with a lot of talent and brains behind it. But that newness also means they’re still growing, and we can see that it will only grow more useful and powerful as the developers keep adding features.

 

Receiving a 4.5/5 is a huge accomplishmen for us, and we’re still on the way to optimize our platform with more useful and powerful features. Contact us today or request a free demo to scale your influencer marketing campaign! 

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TIKTOK ANALYTICS: 6 IMPORTANT METRICS FOR YOUR CAMPAIGNS

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

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

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

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

TikTok Influencer statistics

Influencer Engagement Rates

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

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

For more information, read our full report here.

Followers Timeline

Followers timeline, together with suspicious follower rate, can help brands to measure the authenticity of an influencer. Timelines with sharp spikes suggest that influencers have earned a massive following in a short span. This phenomenon happens for several reasons such as hosting of giveaways, partnerships with big brands, influencer scandals or even buying fake followers. Regardless of the reasons behind, marketers should always be cautious when seeing these concurrent spikes above.

Engagement Timeline

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

Audience Demographics

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

TikTok Campaign’s Engagement

Campaign overview

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

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

Engagement breakdown

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

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

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

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

 

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

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

 

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Content House: The home of social media influencers

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

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

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

What is a content house??

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

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

@thehypehouseHype House ❤️♬ No Idea – Don Toliver

 

How do content houses benefit influencers?

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

 

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Bài viết do Coming Soon (@theglamhousebh) chia sẻ

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

The Hype House (source: NY Times)

 

 

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

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

How content house benefits brands

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

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

Bottom Line

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

 

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Top Influencer Couples to Work With in Southeast Asia

January 25, 2021 Posted by Influencer discovery 0 thoughts on “Top Influencer Couples to Work With in Southeast Asia”

Working with famous couples on Instagram is an effective way for brands to amplify the reach of their campaign. Audiences love to follow influencer couples, making them “power pairs” on social media. With happiness and romance in the air, influencer couples can create an emotional connection to a product or service they promote. Couple content also attracts higher engagement rates, especially when it comes to sharing date ideas, couple activities to do, and fun places to check out! 

By leveraging the popularity of couple influencers, brands can diversify their audience and drive greater awareness for their influencer marketing campaigns. To help you double the impact of your influencer marketing strategy, we have compiled a list of top influencer couples in Southeast Asia in this blog. Read on to find out who are the couple influencers on Instagram that are #couplegoals

Top Influencer Couples in Singapore

 

1. Nicole Chang Min & James Seah 

Nicole Chang Min (@nicolechangmin) and James Seah (@jamesseah) are one of the top high-profile couples in Singapore. Besides sharing their romance on Instagram, the couple has also announced in an interview by 8 Days that they just got their BTO flat together. While Nicole is known for her candid personality on Real Talk, a popular YouTube talk show with over 200k subscribers, James is a famous Mediacorp actor who is known for his appearance in television show, Tanglin. Combining their influence, the post of them holding hands with Christmas lights in the background earned close to 3k likes for Orchard Road’s #LoveThisChristmas Christmas campaign!

 

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Bài viết do nicolechangmin 曾敏 (@nicolechangmin) chia sẻ

2. Vanessa Ho and Shaun Michael 

Student couple influencers, Vanessa Ho (@vaneszs.h) and Shaun Michael (@seowie), are not only #couplegoals but #fitnessgoals. As hosts of SubtleFitness, a YouTube channel about Fitness, Modelling and Student Life, Shaun and Vanessa are a great pair to work with if you’re looking to reach out to the fitness community! With video marketing and multi-channel content creators on the rise, a useful tip for brands is to work with influencers across multiple platforms, such as YouTube and Instagram.

Brands working with them can also target a younger audience as Shaun and Vanessa are students from Singapore Management University (SMU) and National University of Singapore (NUS) respectively. Their recent collaboration with MARIGOLD Yogurt showcased a photo of them eating yogurt and keeping healthy.

 

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A post shared by Vanessa Ho 何鎂琪 (@vaneszs.h)

 

3. Sng Yixin and Christopher Peter Chong

Singapore micro-influencer Sng Yixin (@snnngorious) and her partner, Christopher Peter Chong (@twentyreasons), are not only couple influencers but also parent influencers! Their baby, Riley, even has her own Instagram account (@potato.riley) where the couple documents cute snippets of her life. Dressed in adorable shirts with a bubble tea design by Gong Cha and Toddleythoughts, her post received close to 900 likes! With loving family portraits and cute baby photos to show, couple and parent influencers can definitely capture the audience’s attention! To find out more parent influencers, check out our list of top 10 parent macro-influencers in Southeast Asia!

 

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Bài viết do Sng Yixin (B’Lyra) (@snnngorious) chia sẻ

Top Influencer Couples in Southeast Asia

 

Top Influencer Couples in Malaysia

Next up, we have Malaysian macro-influencers Ashley (@ashleylimjinq) and Zero (@zer0________)! According to our influencer analytics platform, Ashley has a higher than average engagement rate of 4.47% compared to similar influencers with only 2.75%. The couple is also active on TikTok and YouTube channels, and are avid pet lovers with an account on Instagram (@zacouple_pets) to document lovely photos of their cats and dogs. 

Last December, the couple partnered with ShopBack Malaysia (@shopbackmy) to entice shoppers to buy gifts during the 12.12 shopping festival and earn attractive cashback via #ShopBackShopFest Mega Sale. With holidays like Chinese New Year and Valentine’s Day around the corner, brands can generate greater awareness for their influencer marketing campaigns by working with couple influencers to spread the message of love. 

 

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Bài viết do Āshley (@ashleylimjinq) chia sẻ

Top Influencer Couples in Thailand

Another hot influencer couple we have is none other than Foiinoii (@foiinoii) and Peerakarn (@ndrew_rmen), who are rising influencers in Thailand! Both individuals are great dancers and they engage their followers by uploading passionate videos of their dance performances on Instagram. According to our influencer data analytics tool, Foiinoii has an engagement rate of 3.03% and majority of her audience is between 19-25 years old. If you are looking to shake things up and run a successful influencer marketing campaign targeting millennials, you will surely fall in love with her feed!

 

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Bài viết do Foiinoii 💥🔥⚡️💯 (@foiinoii) chia sẻ

Top Influencer Couples in Indonesia 

Indonesian influencers Ola (@olakarunia) and Benzo (@benzoitubejo) are one of the sweetest couples on Instagram! Benzo is a professional photographer and founder of wedding photography service, Hijaz Pictura. With a high engagement rate of 3.47%, his followers are mainly concentrated in Indonesia. Together, the couple’s photo on Instagram has earned close to 4.6k likes with 2.9k likes on Ola’s feed and 1.7k likes on Benzo’s feed. Without a doubt, Ola and Benzo’s loving relationship and extraordinary photography definitely makes it to the list of top Indonesian influencer couples to work with!

 

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Bài viết do OLA (@olakarunia) chia sẻ

Top Influencer Couples in Vietnam

Duy & Ý(@candykun107) are a bit different from the rest of the influencers on this list. Unlike the rest, @candykun107 is an Instagram account maintained by Duy & Ý. With an Instagram feed filled with beautiful pictures of food, their followers are rewarded with delicious food places to go to in Vietnam. A great advantage for brands working with Duy & Ý is that they can also tap into the food lover community on immediately! 

For brands that have a specific target audience in mind, working with couples in a particular influencer niche can help to increase the effectiveness of your influencer marketing campaigns. If you’re interested to know about other food influencers, explore our other blog on top trending food influencers to follow in Southeast Asia!

Top Influencer Couples in Philippines

Filipino influencers Raina (@konyoqueen) and Miguel (@mykeeasy) are a power couple on Instagram. Besides their own individual accounts, the influential couple manages a dedicated Instagram page (@corkedandscrewed) with 11.9k followers for their love of travel, wines and spirits. The account has a high engagement rate of 3.11% and they have followers from as far as the United States too! Occasionally, Raina also shares some of her content on YouTube, such as music covers and baking experiences.

 

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Bài viết do Miguel & Raina (@corkedandscrewed) chia sẻ

Curious to find out more names on who are the top influencer couples in your region? Try out our influencer analytics platform and find the right influencer couples to work with for your Valentine’s Day influencer marketing campaign! Sign up for a free demo here

 

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Influencer Marketing Report 2020 – Southeast Asia

January 21, 2021 Posted by In The News, Influencer Marketing 0 thoughts on “Influencer Marketing Report 2020 – Southeast Asia”
The COVID-19 pandemic has caused a great deal of uncertainty to the business environment in 2020, but it also has sped up the influencer marketing wave that was coming. Cooped up at home, consumers have turned to social media to pass the time and interacted with online influencers. 

Accessing a database of thousands of social media influencers, our report provides important insights on the current influencer marketing landscape, from influencer marketing trends in 2020 to the impact of Covid-19 on influencer marketing in Southeast Asia. We also provide useful predictions about the future of influencer marketing which can help brands to gather intelligence and navigate their marketing strategies in 2021.

THE GROWTH OF IG INFLUENCERS

A prominent growth in the number of mid-tier influencers (50k-100k followers) and macro-influencers (100k-250k followers) was witnessed in 2020. This rapid growth rate hints that brands are turning toward macro-influencers to scale up their campaigns to reach a larger audience during the stay-at-home period.

Nano-influencers are also growing rapidly at 33% and is a good choice for brands looking to target niche audiences.

THE GROWTH OF IG SPONSORED POSTS

2020 witnessed a massive 20.8% growth in the number of IG Sponsored posts, as brands leveraged social media marketing to connect and engage with wider audiences.

The COVID-19 pandemic also brought about prominent year-over-year (YOY) growth in sponsored posts for Q3 and Q4 as digital channels became increasingly important for consumers.

PERCENTAGE OF SPONSORED POSTS BY TIKTOK CREATORS

Micro-influencers are receiving the most brand deals (38%) and are most popular with brands. Why is this so? Working with TikTok micro-influencers is an attractive option for brands to run cost-effective influencer marketing campaigns and use lower budgets to reach niche audiences.

ENGAGEMENT RATE BY TIKTOK INFLUENCERS

Influencers with 10k-50k followers have the highest average likes and views on TikTok compared to other influencer tiers.

As Gen Zs and Millennials value authenticity and interaction, micro-influencers are great to collaborate with. It is also highly possible for brands to reach and engage millions in minutes as TikTok influencers often have more views than their follower count.

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







How to use Brand Activism in Content Marketing

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

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

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

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

Brand activism that created momentums 

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

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

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

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

 

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

 

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

 

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


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

When brand activism went wrong

Bupa Australia

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

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

L’Oréal 

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


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


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

Oreo

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

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

How to use Brand Activism in Content Marketing 

1. Become part of the solution, not the problem

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

2. Distinguish your message from others 

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

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

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

4. Be prepared for criticism 

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

 

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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! 

 

A Guide to Influencer Marketing Campaign Rates

November 23, 2020 Posted by Influencer Marketing 0 thoughts on “A Guide to Influencer Marketing Campaign Rates”

Have you ever caught yourself wondering how much money do influencers make? Or, is your brand interested to work with influencers but you’re unsure how much an influencer marketing campaign typically costs? Let’s get your questions on influencer rates answered! 

An effective budget is part and parcel of every marketing campaign. While every company’s budget differs, it is important to justify marketing spend by looking at the return of investment of your marketing campaign (Marketing ROI). In other words, what you really want is to get more bang for your buck. The good news is – Influencer marketing content delivers 11X higher ROI than traditional forms of digital marketing. As consumers rely more on influencers as a source of information, working with influencers is one of the best ways to generate high conversion rates for your brand. 

However, influencer rates are not all that transparent and brands often struggle with finding the right influencer to work with. To run a cost-effective campaign, it is important to not only find the right influencer to maximise your marketing spend but one that falls within your budget. More importantly, you’d want to make sure that you are not charged unfairly and paying above the market rate. 

Without further ado, let’s take a peek at how much influencers earn and how much influencer marketing campaigns actually cost!  

Influencer Rates

The first thing you should know is how to get the conversation started on price. Similar to traditional advertisers, most influencers have a rate card to indicate what services they offer and how much they charge.  

Influencer Rate Card

Image via Medium 

Influencer rates usually vary depending on the number of followers influencers have as well as the type of content they are expected to produce. The basic rate is $100 for every 10,000 followers worldwide and this naturally increases as we go up the influencer tiers. 

Influencer rates are also generally higher and when more time and effort is needed to create quality content, as well as the actual length of the content. Hence, while videos generate impressive results on social media, they inevitably come with a heftier price tag too. 

Influencer Rate Card

Image adapted from Klear, “The Klear Influencer Marketing Rate Card”

Niche influencers as well as influencers with high engagement rates also command more bargaining power as they have a unique and engaged community of followers. For example, influencer rates for tech and gaming influencers tend to be lower as there are fewer available influencers. 

According to Get Kobe, these are the typical influencer rates in Singapore. 

Influencer Rates in SIngapore

Package Rates  

In spite of the figures shown above, brands have to keep in mind that there is no “one size fits all” rate for influencer marketing. The beauty of influencer marketing lies in the diverse content formats and channels for brands to choose from. With the rise of multi-channel influencers, brands can also choose to promote their brand on more than one channel at the same time. Besides multiple platforms, it is also worth considering multiple types of content to create a holistic influencer marketing campaign for better engagement rates. 

Our survey with 2,851 influencers reveals that 94.5% of them offer package rates for Instagram. The most popular combination is Instagram Posts together with Stories, while some custom packages also include Instagram Videos. 

So, should brands consider package rates? Definitely!

With the rising popularity of Instagram Stories, brands that can engage consumers via Instagram Stories will stand to have additional touchpoints. Not only so, package rates are just slightly more, or even comparable to individual posts. A Singaporean lifestyle micro-influencer, with around 19k followers on her Instagram, shared her rates with Affable which includes different package options: 

IGPost: $151 – $200

IGStory: $51 – $100

IGPost + IGStory: $151 – $200

FB Post: $151 – $200

IGPost + FB Post: $151 – $200

While it may come as a surprise, the price range doesn’t alter significantly with additional services for some influencers. After all, sharing the same content on other channels just takes a simple click! Hence, brands can try to negotiate a better deal by leveraging on other channels offered by an influencer and reach a wider target audience at the same time. 

Working with the Right Influencers 

The rule of thumb according to Neoreach is that “The lower the influencer tier, the higher your marketing ROI.”

When it comes to the size of the influencer you should approach, micro-influencers are a dominant force driving influencer marketing and serve as key opinion leaders in their community. 

But nano-influencers are slowly taking over the scene. 

According to the State of Influencer Marketing 2019 report by HypeAuditor, the average Instagram engagement rate for influencers with over a million followers is 1.97%, while nano-influencers earn a surprisingly high engagement rate of 5.60%! Nano-influencers are the most popular tier of influencers and have the highest engagement rate. With a well-defined niche and real influence in their community, they are a great option to work despite lower follower counts. 

Moreover, they are also more likely to accept in-kind influencer campaigns which can help to increase your brand awareness by offering your products or services to them for free. For smaller businesses, working with nano-influencers can help to save costs and reach your target audience more effectively. 

Influencer Campaign Management with Affable.ai

Bogged down by all the details? Well, Affable.ai can help you to simplify things! Get an estimate for individual influencer rates around the world and determine your campaign’s effectiveness by knowing the earned media value. 

More importantly, we all know how important it is to work with the right influencers who can deliver results. With an AI-driven Instagram analytics platform, you can now choose the right influencers based on audience demographics, engagement rate and the percentage of fake followers. Reach out to us for a quick demo and maximize your marketing budget today! 

 

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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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Why Every Brand Needs a Social Commerce Strategy

November 16, 2020 Posted by In The News 0 thoughts on “Why Every Brand Needs a Social Commerce Strategy”

With increasing access to technology and a digital way of life, consumers are now buying products online and through their mobile phones. The explosion of E-commerce and shortly after, M-commerce, proves that the way business transactions are carried out is ever-evolving. More than ever, brands have to establish a strong digital presence so as to increase their touchpoints with consumers and increase visibility of their products. In particular, brands have to watch out for the latest, and most formidable new trend: Social Commerce.  

What is Social Commerce? 

According to Investopedia, “Social commerce is the use of networking websites such as Facebook, Instagram, and Twitter as vehicles to promote and sell products and services.” This trend comes as no surprise since consumers spend most of their time on their phones and are known to be influenced by brands on social media. In the past, brands used to redirect followers to online stores to make a purchase. But consumers now have the option to buy products without even leaving the social media app. 

New tools such as Facebook Shops, Instagram Shops and Instagram Checkout allow brands to meet customers where they are already browsing and shopping. Pinterest also has its own version of Buyable Pins where consumers can buy products with a click of the button. In fact, TikTok recently announced a partnership with Shopify to ramp up its social shopping features, so brands can reach new audiences and drive sales on TikTok. At present, it has Hashtag Challenge Plus which introduces shoppable components to hashtags, and allows users to add e-commerce links to their bios

The Power of Social Commerce

However, social media platforms are not the only ones ready to embrace social commerce. According to a report on “The State of Social Commerce in Southeast Asia”, 44% of consumers admitted to making “three or more online purchases in the past month” because of social media posts or ads. In fact, social media browsing inspired more than half of Gen Z consumers’ most recent fashion purchase in the United States. 

“ Social feeds are quickly becoming the modern-day trip to the mall.” 

The COVID-19 pandemic has also driven consumers onto social media platforms to engage in conversations, accelerating the social commerce revolution. Total social commerce orders in the first half of 2020 more than doubled across Southeast Asia, as compared to the same time period last year. The number of sales from livestreaming on social media platforms in the region also increased from nearly 13% to 67%, as shoppers in Singapore and Thailand spent more time engaging with sellers through live-streams.

Creating A Successful Social Commerce Strategy 

Interested to create an effective social commerce strategy? Here are 3 essential tips you can follow to create a successful social commerce strategy:  

1. Get familiar with the tools.

As social media platforms evolve, it is important for you to familiarise yourself with the social commerce features on each platform. Stay updated with the latest developments and features to get one step ahead of the competition and maximise the value of social media! Some changes in the pipeline include the expansion of social commerce on Instagram to IGTV and potentially, IG Reels

2. Create a direct call-to-action.

Social media marketing is no longer just about promoting your product, and generating top-of-funnel content to spread brand awareness. Transitioning to a social commerce strategy can consist of giving detailed information regarding price and promotions to help inform purchase decisions and encourage conversions.  

3. Influencer Marketing is Now More Relevant than Ever 

Influencer marketing has been on the rise due to increasing use of social media over the past few years. With social commerce in the picture, it is predictable that influencer marketing is now more relevant than ever as influencers are key opinion leaders on social media. 

“Influencers are like the new catalogue.” – @tylynnnguyen

A successful influencer collaboration can easily lead to a massive increase in conversion rates as transactions become more convenient on social media and users have greater efficiency when making a purchase. Consumers who are comfortable with the prices indicated in the product tag can make a direct purchase by clicking “View on Website”. Alternatively, they can browse through other similar products which might pique their interest.

Brands are now gradually hopping on to Instagram Shops, with the more successful ones integrating influencer marketing into social commerce. An example is Pomelo (@pomelofashion) which features influencers donning their outfits on their Instagram page, for consumers to take inspiration from these #pomelogirls and their beautiful outfits. Well-known Singaporean lifestyle influencer, @mirchelley, was recently featured in her #barbiexpomelo blazer, allowing Pomelo to tap into her follower community of 151k users on Instagram.

Pomelo Fashion

@iwearlovebonito by @lovebonito, is a powerful combination of influencer marketing, social commerce and user-generated content. By featuring influencers and users, the fashion brand showcases a sense of community which encourages consumers to explore what others are wearing and make a direct purchase. 

Love Bonito

Elsewhere on TikTok, Kroger pioneered a shoppable experience using the new e-commerce feature, “Hashtag Challenge Plus”. With hashtag challenges being all the rage on TikTok, Kroger prompted TikTok viewers to post videos of their dorm makeovers using the hashtag #TransformUrDorm, along with a dedicated brand page for viewers to shop their products. By working with TikTok influencers Joey Klaasen, Cosette Rinab, Mia Finney and Victoria Bachlet, the campaign received around 477 million views and hundreds of user-generated content.

Image from TechCrunch

Evidently, marketers will have to leverage on both influencer marketing and social commerce in their social media marketing strategy, especially if they are interested in increasing sales. Most importantly, brands will have to work with influencers that have high engagement rates. As engagement is more important than reach to stimulate a purchase, brands should look past vanity metrics like follower count and focus on engagement rates instead. Finding a match between an influencer’s audience demographic and your target audience is also another important consideration.  

 

BONUS: Influencer Commerce 

But influencer marketing is not just driving social commerce. Influencers are now taking over social commerce, in a new trend called Influencer Commerce which is raking in millions of dollars a year. Beauty influencers like Kylie Jenner and Jeffree Star have their own makeup lines such as Kylie Cosmetics and Jeffree Star Cosmetics. Not to mention, the number of YouTubers promoting their own influencer merchandise and many other fashion influencers with their own clothing brands. Closer to home, Singaporean beauty influencer, @xiaxue, also has her own brand called @plasticcosmetics.

Besides having their own brands, influencers have also faced massive success when collaborating with brands to create new products. @mrbaggs is an influencer familiar to luxury brands in China, having launched exclusive products with top luxury brands like Montblanc, Longchamp, Burberry, Tod’s and Givenchy. The collaboration between Mr.Bags x Burberry Pocket Bag sold out just within seconds and Mr.Bags had garnered over 4.77 million RMB in his collaboration with Tod’s.  

 

What does this mean for brands? 

The vast amount of success earned by influencers is testament to their ability to drive sales. Influencers are racking up a storm on social media and it is likely that their influence on consumers’ buying decisions will continue to grow in the near future. In 2020 and beyond, the trend will continue to accelerate and evolve as 65% of influencer marketing budgets will increase this year. 

Given the rise in social commerce, brands who can leverage on the power of influencers and their loyal follower communities will become winning brands. By making use of influencers’ creativity and expertise, brands can also create content and products which resonate with customers.  

Affable.ai is an AI-driven influencer marketing platform offering powerful influencer discovery and influencer campaign management tools. Find out how you can optimise your brand’s influencer marketing strategy with our influencer analytics platform here.   

 

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