Posts tagged "Influencer"

How influencer marketing changes after Covid-19

How influencer marketing changes after Covid-19

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

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

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

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

1. Video marketing is going to thrive in 2020

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

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

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

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

2. Influencer marketing and eCommerce are going hand in hand

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

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

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

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

3. User-generated content (UGC) is the next big thing

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

Amid Covid-19, user-generated content has proved itself to be an effective influencer campaign strategy. As a result of social distancing, people are spending more time online than ever, looking for connections on a personal level with other people on social media. Understanding that need, many brands have adopted this type of content to generate more engagement from the audience. Now that user-generated content is being promoted more than ever, we believe that this trend is going to last very long after the pandemic.    

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

You can find more examples and trends about the impact of Covid-19 on influencer marketing content here.

4. Brands are going to place more emphasis on conversion rate

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

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

 

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

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

influencer marketing content has been impacted by covid 19

How influencer marketing content has been impacted by Covid-19

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

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

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

1. Cooking tutorials instead of food review

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

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

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

 

Never before has Samantha Lee produced such many cooking tutorial video

Never before has Samantha Lee produced such many cooking tutorial video

 

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

 

2. Workout at home with Instagram fitness influencers

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

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

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

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

 

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

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

 

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

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

 

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

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

 

3. The rise of parenting influencers 

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

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

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

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

 

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

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

 

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

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

 

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

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

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

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

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

 

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

Influencers are revealing their personal lives more than ever…

 

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

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

 

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

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

Discover influencer trends with affable

Discover Influencer Trends by Affable’s Content Discovery

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

Why Content Discovery

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

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

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

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

Why Affable’s Content Discovery 

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

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

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

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

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

Influencer trends for "exercise and fitness" interest

Influencer trends for “exercise and fitness” interest

 

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

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

How to find the right influencers using Affable

How to find the right influencers using Affable

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

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

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

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

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

1. Influencer’s engagement rate and suspicious followers

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

  Likes + comments + saved

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

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

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

 

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

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

2. Influencer’s brand affinity

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

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

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

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

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

 

3. Audience’s demographics

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

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

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

 

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

 

4. Audience’s interests and brand affinity

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

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

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

 

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

 

Influencer marketing roundup

Influencer Marketing 2018 Round Up South East Asia

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

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

Download Now

 

 

Get the full report for South East Asia RIGHT NOW!

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

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

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

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

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

Feature: Brand Affinity

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

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

#Loyalty

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

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

#Competitor Analysis

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

#Organic Posts

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

 

Virtual Influencers and Their Unusual World

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

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

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

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

virtual influencer Sophia

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

virtual influencers shudu

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

virtual influencer Miquela

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

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

-Larissa Jensen, NPD Group

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

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

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

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

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

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

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

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

Why Buying Followers On Instagram Is A Bad Idea

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

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

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

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

1. Buying Followers on Instagram Defeats The Purpose 

Can Instagram bots replace human interaction?

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

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

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

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

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

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

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

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

 

3. Instagram Often Purges Fake Followers

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

4. Messed up Instagram Feed

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

5. Influencers will find it difficult to cash in  

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

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

An example of buying followers on Instagram

An example of buying followers on Instagram

 

Source: Insights From Affable’s Platform

 

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

 

 

 

types of influencer marketing campaigns

6 Types of Instagram Influencer Campaigns To Add To Your Strategy

July 4, 2018 Posted by In The News, Influencer Marketing 0 thoughts on “6 Types of Instagram Influencer Campaigns To Add To Your Strategy”

While we hear a lot of chatter about why influencer marketing is important in the digital marketing climate, it’s not often we talk about how to actually implement a strategy. Let’s learn from 6 TYPES of influencer campaigns and identify which type of campaign is the best fit for your brand!

#1: Affiliate marketing

Goal: To obtain sales

Affiliate marketing is no doubt one of the most popular influencer campaign strategy. Many brands share exclusive promo codes with their influencers to pass on to their fans. Since Instagram does not allow links in posts, the brand usually create promo codes in the influencers name such as ‘KIM5’ or ‘Pew20’ which helps them track precisely how much sales have been created through such a program.

Example:

Source: https://shanebarker.com/blog/influencer-marketing-examples/

 

Founded just 7 years ago, Daniel Wellington has grown to a brand worth $220 million by banking heavily on influencer collaboration. They gifted each influencer a free watch and gave them discount coupons in their name to share with their followers.

2. Giveaways

Goal: Brand awareness and exposure

Any sort of contest where a prize can be won grabs attention and if parceled creatively enough. Influencer campaigns involving giveaways can help you achieve various kinds of goals. Typical examples of contests include:

  • Like to Win 
  • Tag a Friend
  • Post a Picture (or Selfie) with a specific hashtag
  • Commenting on a post

KeVita, a probiotic beverage company, partnered with influencers to run a contest offering KeVita drinks and a $50 Amazon gift card. All the influencer had to do was to post about Kevita and ask his/her followers to follow @kevitadrinks, comment on the photo with their favorite KeVita flavor and tag a friend.

Source: https://www.instagram.com/p/BNYHOR7g6_T/?hl=en

 

Contests that tend to drive the most awareness are ones that require users to tag a friend in the post’s comment section to enter.

3. Sponsored Blog Post

Goal: Reach target audience and familiarize your brand

This is one of the excessively-used influencer campaign strategy but very effective!  You can send your product or invite the influencer to experience your service to get an Instagram post/story which will reach their followers. Most influencers do expect remuneration for their service but some micro-influencers are happy to do so for free.

Source: https://www.instagram.com/p/BhBZDaNAg-8/?hl=en&taken-by=xiaxue

 

It’s imperative to disclose that the post is an advertisement by adding a hashtag #ad #sp #sponsored #partner to steer clear of legal trouble.

This kind of influencer campaign will work well if

  • the influencer’s audience related to your brand
  • the influencer’s interests and posts align with your brand
  • the influencer’s feed is not over-filled with sponsored posts thus seeming inauthentic

 

4. Long-term Influencer Campaigns

Goal: Creating Brand Loyalty

Influencers are the new celebrities on social media, and it would be good to treat their advertising roles as such. Just as you would sign a contract with LeBron James, influencers too should find themselves at the signing end for long-term associations.

Source: https://www.instagram.com/mokyingren/

Jamie Lieberman, founder of law firm Hashtag Legal stated that there has been an influx of contracts that want influencers for 6 months- 1 year for a brand spokespeople role; some with morality clauses that ensure influencers don’t do anything scandalous like YouTube’s Logan Paul.

5. Instagram Takeover

Goal: To increase engagement

As the name suggests, this influencer campaign strategy involves taking over someone’s Instagram account temporarily and sharing content with their audience. Instagram takeovers are a mutually beneficial way for brands and influencers to collaborate and cross-promote content. To get the most out of such a campaign, choose an influencer who has a high rate of engagement with a significant following.

Source: https://www.instagram.com/p/BRJcyYhFDJo/

To promote the movie Beauty and the Beast, Disney got actor Luke Evans to take over its Instagram profile. Evans posted images throughout the day of his time at the film’s world premiere, sharing them with Disney’s massive Instagram following.

#5. Event Activation

Goal: PR, Product Launch

The purpose of this influencer campaign is to collaborate with a large number of influencers to create a buzz around an event. Instead of reaching out to them individually, you can do an event activation. This will create a chance for your brand to have a one-on-one interaction with influencers, let’s make it an experience that they won’t forget easily.

While launching a new mascara in 2018, Benefit decided to create events at 3 major cities of London, Manchester, and Cardiff with social influencers to help build anticipation. Over 250 guests were invited including press and key influencers, to a space-themed event at the Cochrane Theatre in London. Due to their unique theme and reach of their influencers, they were able to achieve a total reach of 35million, 25 print articles and 15 digital pieces written.

Source: http://www.thepersuaders.co.uk/benefit-cosmetics-badgalbang-mascara-launch/

 

Conclusion

When it comes to influencer campaign strategy, there really can’t be a one-size-fits-all strategy. Depending on the goal at the time of your campaign, you can choose which campaigns to apply, and above all, don’t forget to find the right influencer to work with! Can you think of any other interesting campaigns? Let us know in the comments below.

 

 

Is B2B Influencer Marketing A Good Idea?

July 2, 2018 Posted by Influencer Marketing 0 thoughts on “Is B2B Influencer Marketing A Good Idea?”

Like most people, we used to hold an opinion that influencer marketing was better suited for B2C businesses, but we were wrong. As long as your product/service has customers and people who are super-fans of your brand, then chances are you can exploit influencer campaign benefit as part of your growth strategy for your B2B enterprise.

How B2B influencer marketing is different

1. Expertise of Influencers

Mostly B2B companies sell software or technology solutions which aren’t things that technology and business influencers can just take a picture to drive sales any time soon! It just doesn’t happen that way. What works for an influencer or a Key Opinion Leader (KOL) is their credibility and though not impossible, it is not easy to find influencers who have an extensive background in IT themselves. Influencers that should be a part of your B2B influencer campaign strategy are Key Opinion Leaders, niche-topic experts, influential members of a community, industry-facilitated authorities, expert journalists, or consultants.

Interactions with Audience

The buying funnel for B2B customers also differs from B2C in the way that the former doesn’t typically get impressed by an Instagram post on saas, go to a corporate website and purchase the software. Although a post may bring brand awareness, their buying cycle starts by checking the authenticity of the product, reading reviews, making price comparisons and checking for features. As you can see, it isn’t an on-the-spot purchase as compared to buying a bag.

Longer Buying Cycle

B2B enterprises usually have long buying cycles of about 3- 6 months, and it is said that customers would not prefer to not contact vendor until their two-thirds of the way through the decision-making process. This is where influencer campaign benefits comes into play as research shows that influencer recommendations can accelerate the buying cycle.

Furthermore, while these short-term benchmarks can help measure the initial reception of the engagement, B2B sales strategies are typically built on longer-term relationships and sales cycles, and many of the most important KPIs will emerge months after the campaign ends.

Research has foaund that 87% of B2B buyers give more credence to content created by influencers in their industry.

How To Do B2B Influencer Marketing Right

1) Short-term campaigns:

When you brand officialy launches a new product and would like to increase product’s awareness, the right influencer campaign strategy is to work with industry leaders or macro-influencers to drive your brand’s message to a larger market.

Consider American Express’ Love My Store campaign where they aimed to increase the placement of AmEx signage on storefront windows nationwide.  First, they partnered with Grace Bonney (known for her blog Design*Sponge) to create 6 beautiful storefront decals and that reflected the values of the store to potential customers while making it clear that AmEx card shoppers were accepted.

B2B Marketing

 Source: http://shortyawards.com/8th/love-my-store-campaign

 

At the same time, they also worked with HGTV’s Emily Henderson on a series of videos that taught store owners design tips, placement of AmEx signage and merchandising to attract customers.

 

American Express B2B

 Source: http://shortyawards.com/8th/love-my-store-campaign

2) Building Long-Term Customer Relations:

Perhaps you want to retain existing customers or rebrand your business to build long-term brand loyalty, this influencer campaign strategy strategy will depend on micro-influencers who have a high-engagement rate with their followers.  For example, an email marketing expert might discuss top trends for the coming year, best practices and so on. Once signed up with an Email Marketing platform, he/she might start talking about how the partner firm can make the process easier.

Source: https://sumo.com/stories/hubspot-marketing

 

HubSpot is great at this kind of marketing as it invests heavily in updating their blogs with content from micro-influencers who have digital marketing and sales backgrounds. Not only does HubSpot benefit from fresh perspectives on their website but also its partners also gain from Hubspot’s exposure.

3) Gaining Leads

This type of campaign gets straight to the point and allows you to access the influencer’s audience for leads. Creating a custom discount code for every influencer you work with allows you to drive sales rather than just gain awareness. Plus having an ‘exclusive’ discount code for an influencer will spark more interest by giving the audience a feeling of being special.

 

Every B2B business can exploit influencer campaign benefit, yet planning and launching an effective one takes a lot of time and effort.  Affable has helped multiple B2B’s launch impactful influencer campaigns and help them new audiences and leads from the right Instagram influencers. So if you’re thinking of setting up something similar for your business, try Affable.ai today and catch the influencer marketing wave before it’s too late.

 

Nike Takes Top Spot In Cannes New Social & Influencer Category

June 27, 2018 Posted by In The News, Influencer Marketing 0 thoughts on “Nike Takes Top Spot In Cannes New Social & Influencer Category”

For about 70 years, the Cannes Lions festival laid out a red carpet for medias A-listers-  Facebook COO Sheryl Sandberg,  HBO CEO Richard Plepler to celebrities like Gwyneth Paltrow, Helen Mirren among others. This year, however,  Cannes has witnessed a slow of social media personalities invited on the grounds of their huge Instagram or YouTube followings. In another unexpected step, the annual event has added a new social and influencer category to the mix.

Considered the ultimate award for organizations working in the advertising and media world, Cannes Lions has attracted criticism from many traditionalists who believe that influencers cannot be recognized at par with traditional creativity, calling the phenomenon the ‘wild west’ of advertising.  A similar criticism was put forth when the Council of Fashion Designers of American created an Influencer Award to honor Kim Kardashian

This addition was a part of a larger restructuring of the awards with the addition of the Brand Experience and Activation, Creative E-Commerce and Social and Influencer Lions categories, intended to “put creative content back at the heart of Cannes Lions” said Ascential Events CEO Phillip Thomas.

It was Nike’s “Nothing Like a Londoner” campaign that put a spotlight on London’s sports influencers- school kids, amateurs and professionals-making them shine against the gritty and unwieldy backdrop of their hometown which took home the inaugural prize. Created by Wieden & Kennedy, this campaign went viral mostly because of how personal the influencer’s stories felt- they griped about how tough it is to train, but did it anyway. Each is one-upped by the next, boasting about their more trying circumstances as the scenes get crazier and more fast-paced. Apart from the video, the campaign was boosted on social media by the cast posting their individual scenes and linking to the next “competitor” on Instagram.

Source: https://www.econsultancy.com/blog/69814-why-nike-s-nothing-beats-a-londoner-ad-campaign-is-so-powerful

Nike created individual pieces of content that threaded together naturally into a larger piece. Dropping limited edition merchandise, and connecting with celebrities in a minor way, the campaign leveraged personal connections to London’s sports and social media scenes. Unfortunately, the three-minute long video was taken off Youtube due to legal trouble regarding the use of “LDNR.” D’Arcy noted that the jury was instructed by the festival to disregard that fact when it came to evaluating the entire list of entries.

The addition of the category is a nod to how social media has influenced a shift in the advertising world and by recognizing this Cannes will encourage many more brands to include influencer marketing into their marketing mix.

As Scott Cook, the director of eBay and Procter and Gamble, states “a brand is no longer what we tell the consumer it is, it is what consumers tell each other it is.” And since consumers are thronging on social channels where influencers lead marketing efforts, influencer marketing is here to stay.

 

 

All About Instagram’s Newest Feature: IGTV

June 25, 2018 Posted by In The News 0 thoughts on “All About Instagram’s Newest Feature: IGTV”

In response to the dramatic rise in popularity of video content on social media, Instagram has launched a long-form video feature called IGTV, where videos can run up to an hour long.  Instagram CEO Kevin Systrom said at an event to announce the launch in San Francisco: “Teens are now watching 40 percent less TV than they did five years ago,”It’s time for video to move forward and evolve.”

In the same announcement, Instagram revealed that it has reached 1 billion users making it the third largest social network after Facebook and  YouTube.

As for the functionality, IGTV is available in 2 forms–in the form of a stand-alone IGTV app, or from within the Instagram app itself. Video content is streamed from ‘channels’ which belong to the content creators. The IGTV button is located at the top right of the Instagram app home screen, before the message inbox. Once open, video is streamed automatically with tabs for videos recommended to you based on your interests; popular videos on Instagram, videos from the profiles you follow and video that you had started but not completed watching.

Source: https://instagram-press.com/blog/2018/06/20/welcome-to-igtv/

 

Similar to Instagram posts, you can like, comment and send these videos to friends through direct messaging. Similar to youtube, the videos created belong to content creators and anyone can create a channel–all you need to do is click on the “create channel” button on the right-hand side of your screen.

At the moment, IGTV does not allow live video from the Instagram app and you can only post a pre-shot video from your phone which is vertical. Sure, you can upload a horizontal video to IGTV, but that’s how IGTV has intended it to be. The duration of the video can range from a minimum of 15 seconds to a maximum of 10 minutes (unless you have a large following) which once posted can be shared to Facebook.

IGTV Vs Snapchat

It is not the first time Instagram has duplicated a feature from Snapchat as the latter was the pioneer of the 24 hour-long temporary posts. Instagram drew on this feature by launching Instagram stories which has been incredibly popular on Instagram, drawing more users than all of Snapchat. IGTV can also be compared to an elaborate version of the ‘Discover’ section of Snapchat which displayed vertical video format from chosen creators like CNN, Buzzfeed, Vice etc.

IGTV Vs Youtube

Youtube has been the prevalent destination online for consumption of longer videos and has made careers of millions of influencers around the world due to its sophisticated ‘recommendation’ algorithms and monetization options for content creators. Youtube is also set apart from other video platforms as a more private source of content consumption rather than a place to share, tag and catch up with their friends. Also unlike YouTube, IGTV exclusively shows videos in a vertical format rather than requiring you to switch to widescreen.

Analysts believe that Youtube is more likely a competitor than Netflix even though 1-hour long video is supported on IGTV.  Techcrunch states that “Instagram is focusing its efforts on web celebrities that made their name on mobile rather than more traditional, old-school publishers and TV studios that might come off too polished and processed,”.

IGTV & Influencers

 

Source: https://instagram-press.com/blog/2018/06/20/welcome-to-igtv/

 

This launch is more good news for influencers today as Instagram states that will eventually plan to make sure people making popular videos have a way to make money from their efforts. At present, it is not paying creators for content on the app nor does it allow advertising.  There will be no ads on IGTV to start, but that would be “a reasonable place to end up,” Systrom says.

To start off, Instagram has signed up Insta-famous personalities such as Lele Pons, who has 25 million Instagram followers. For now, Lele has made no plans to switch loyalties from Youtube saying, “I’m still going to be posting on YouTube as well as on Instagram.”

An important factor to note as an influencer is that someone follows you on Instagram, they will automatically follow them on IGTV and vice versa!

Sign up with Affable today to supercharge your influencer marketing by bringing your search, due diligence, and analytics tools in one place.

Scoot Emerges The Winner in The Daryl Yow Controversy!

June 21, 2018 Posted by In The News 0 thoughts on “Scoot Emerges The Winner in The Daryl Yow Controversy!”

One influencers’ scandal is another brand’s campaign! Scoot has jumped into the Daryl Yow plagiarism controversy brewing in Singapore by indirectly referring to Yow in a post on Instagram.

To give you some context, Daryl Yow is a popular Singapore-based photography influencer (104k followers) who has collaborated with top brands like Sony, Oppo, and UNIQLO, among many others. He came under fire from his followers and other influencers after Mothership.SG found several photos in Yow’s Instagram feed that look uncannily similar to stock photos or other photographer’ss work.

Below are images under question from Daryl Yow profile:

 

 

 

Scoot reused a ‘plagiarised’ image from Yow’s profile of Mykonos, Greece and then superimposed a cut-out silhouette with a caption “insert self here (for real)”.  In the guise of poking fun at the influencer, Scoot managed to promote the Athens 1st anniversary (and Berlin inaugural launch) ticket sale which their audience loved as this post has 5.1k likes, 2988 shares, and 837 comments till date.

And that’s not all, the internet being the internet has adopted a #darylaidenchallenge (about 300 posts already) where they photoshopped themselves into stock or plagiarised images.

 

This whole saga has become a good lesson for brands and influencers alike. The audience appreciates story-telling in marketing especially for a young, peppy, travel-centric brand, and people respond to brands sharing a laugh with them. Also, brands should actively engage with each other on social media and take risks even if they may seem bold- as they say any PR is good PR!

As for influencers, it’s important to remember that repurposing content and plagiarizing them are different, and one of them will tarnish your reputation and ring alarm bells for your customers. Repurposing can involve building on existing content and changing their purpose and usage while creating something distinct from the original. Giving credit where it is due is a best practice.

Sony Singapore, one of the brands Daryl has worked with, has responded to the controversy stating: “We are surprised and disappointed with what has been reported and are currently looking into this matter. Sony strongly encourages the art of creativity, however, we do not condone any action such as plagiarism and take a serious stance on it.”

As for Daryl Yow, he has since posted an apology on an Instagram post saying that the outrage against him was “justified”, and that he accepted “full responsibility” for his actions.

“I was wrong to have claimed that stock images and other people’s work were my own,” said Mr Yow. “I was also wrong to have used false captions that misled my followers and those who viewed my images.”

“Having marketed myself as a photographer, I fell far short of what was expected of me and disappointed those who believed – or wanted to believe – in me. For all of that, I apologize.”

Sign up with Affable today to supercharge your influencer marketing by bringing your search, due diligence, and analytics tools in one place.

Unilever To Cut Ties With Influencers Who Buy Fake Followers

June 21, 2018 Posted by In The News 0 thoughts on “Unilever To Cut Ties With Influencers Who Buy Fake Followers”

A large number of followers is one of the factors needed to be a popular influencer but with Instagram’s ever-changing algorithm, low barriers to entry and stiff competition are causing many influencers to turn to shifty methods of inflating their profiles. Multiple services offer intelligent fake followers at prices cheaper than a day’s lunch!

Unilever, one of the world’s largest consumer goods companies with products like Dove, Lipton tea etc, is attempting to crack down on influencer fraud by canceling contracts with influencers with paid followers. The FMCGs’ Chief marketer, Keith Weed said: “The key to improving the situation is three-fold: cleaning up the influencer ecosystem by removing misleading engagement; making brands and influencers more aware of the use of dishonest practices, and improving transparency from social platforms to help brands measure impact.”

 

2018 has been a year of explosive growth for influencer marketing with the market estimated to reach $10 billion by 2020. Entrepreneur reported that 41 percent of marketers surveyed spent only 5 percent or less of their budget on influencer marketing. But more than half of them are looking to increase their budget over the coming years.

While buying bots has been a prevalent practice on Instagram, the scale of this issue came into the spotlight after The New York Times published an exposé on the practice of buying followers and bots to increase engagement. Engaging with fake followers or bots through influencer campaigns is a waste of marketing resources especially for brands like Unilever, who spent over $9 billion on marketing in 2017.

Influencers are only as powerful as the number of people who trust and value them. What brands are looking for is an influencer’s ability to reach a big enough audience and their level of engagement; thus due-diligence should be vital before hiring an influencer.

While there is no direct way of spotting fake profiles on Instagram, Affable’s machine-learning model can bring a wealth of influencer insights for brands including presenting the % of suspicious following of an influencer.

 

 

Affable : AI solution to scale word-of-mouth marketing

June 18, 2018 Posted by Artificial Intelligence 0 thoughts on “Affable : AI solution to scale word-of-mouth marketing”

Over the last couple of years, marketers have shifted their marketing budgets towards micro influencers on Instagram. As brands can get as much as 20% ROI and be able to engage with  a niche audience with lesser costs, micro-influencer marketing is an ideal strategy to invest into and make the best of influencer marketing benefits.

The current process of finding and working with micro-influencers on instagram is highly manual, time-consuming and full of guesswork. Marketers spend days manually searching through hashtags finding for a relevant user, and then based on vanity metrics like number of followers & asking friends, they decide whom to engage.

Affable is an end-to-end platform that help marketers discover authentic influencers in our micro-influencers database, engage and measure effectiveness of influencer marketing campaigns.

 

As one of the best influencer platforms, Affable is built on computer vision algorithms to profile micro-influencers on Instagram through their images. We scan public Instagram content to gauge user-interest from their images and videos. If you can’t find an influencer on our platform, no problem! We allow all users to add new influencer to our micro-influencers database: Just click analyze on a non-existing influencer, and their complete profile will be delivered to your email in minutes!

Example of a fashion influencer

Example of a fashion influencer

 

 

The problem of bots and fake-accounts has plagued social media, and lots of Instagram influencers seem to have a surprisingly high number of suspicious followers. With Affable, you can determine influencer’s true reach by checking their suspicious followers:

An example of buying followers on Instagram

An example of fake engagement on Instagram

 

Additionally, you probably don’t want to work with influencers who used to partner with your competitors as it goes against influencer marketing benefit, right? We can help you avoid such incidence by listing down all the brands that influencers have worked with before. It also shows whether the post was sponsored or organic, when the image was posted and links to those posts for further reference.

Checkout other reasons why Influencer Brand Affinity should be added to your influencer marketing strategy!

 

 

Affable’s post-campaign analytics helps marketers determine the true reach — the persona of the audience that engages with the influencer content. This helps marketers not only measure the reach of the current campaign but also helps them decide which micro influencers to work with, in the future.

 

Our vision is to empower anyone — from a homepreneur to an enterprise — with tools that can scale their word-of-mouth marketing requirements. We strongly believe that technology can make it possible, and at Affable we are building that technology that unlocks scale in word-of-mouth marketing and exploit the best of influencer marketing benefits.

To access our massive micro-influencer database and get an early sneak-peak into Affable, register for early access at https://www.affable.ai or write to us at founders@affable.ai