Posts tagged "instagram influencer"

6 Ways to Collaborate with Beauty and Fashion Influencers

September 24, 2020 Posted by Influencer Marketing 0 thoughts on “6 Ways to Collaborate with Beauty and Fashion Influencers”

People often showcase their best side on social media, and Instagram is one of the channels which promotes the sharing of beautiful photos. Of which, beauty and fashion influencers play a leading role, making Instagram their personal fashion runway and beauty parade. 

Influencers are now increasingly relevant when it comes to beauty marketing. Consumers turn to how-to tutorials on YouTube where they can watch influencers apply products and find inspiration, while on Instagram, influencers constantly “wow” followers with pretty packages and videos. By clicking on the product tagged on posts, consumers can also be directed to purchase the product from an influencers’ #ootd (Outfit of the Day), generating immediate revenue.   

Interested to leverage on influencer marketing to drive better engagement? Read on to find out 6 ways your brand can collaborate with beauty and fashion influencers! 

1. Showcase the Difference 

Last month, Loreal Paris launched a breakthrough campaign, #DontStopMeNow, with popular beauty influencers in India on Instagram, including @lifestylewithpriya, @sejalkumar1195, @shauryasanadhya, @malvikasitlaniofficial, @sonakshisinghrawat, and @mehakghaiii. The photos use a “Before-After” comparison of using Loreal Paris’ foundation to showcase the difference made by the product. The difference between the “Before” and “After” photos was a clear contrast and @malvikasitlaniofficial received over 25k likes on Instagram. 

Hence, brands can consider using this classic, yet practical strategy to demonstrate the effectiveness of their products. Using a visual comparison, consumers are thus invited to undergo a transformative experience by using the product. 

2. Be Pretty (and) Bold

Besides beauty brands, photo and video editing app @picsart also collaborated with various beauty and fashion influencers to showcase its fantastic effects. The app was able to help influencers beautify their images, making them look completely out of this world!  

Well-known influencer @aakritiranaofficial created a visually bold image revealing her abdominal area to show a skeleton graphic. Many were encouraged by her message of self-love and self-care which tied in neatly with her photo. Thereafter, her comments section was flooded with positive comments, as most of her followers were amazed by the creative idea. 

Another beauty influencer, @gelangelicca also stood out from the crowd in her collaboration with @perfectdairyofficial. Her unique makeup look created using @perfectdiaryofficial’s Explore Palette served as an inspiration to many of her followers. Playing around with vibrant blue, orange and lilac shades, @gelangelicca showcased her bold sense of style. By breaking out of the ordinary, it helped to demonstrate just how versatile the eyeshadow palette can be! 

 

Xem bài viết này trên Instagram

 

💜💙🧡💚 using @perfectdiaryofficial explore palette 05 red panda (olive & orange), 04 wolf (deep blue) and fantasist palette 04 plateau (lilac).. So creamy and pigmented!! fall out nya juga minimal! pilihan warnanya cukup unik dan gak mainstream.. each palette lengkap ada glitter, shimmer dan matte nya! 💋 light shimmer water stain H11 INTERNATIONAL Giveaway 🥰 (Indonesia, Malaysia, Singapore) 1.Repost the photo on IG story and tag @perfectdiaryofficial 2.Like and comment on this photo 3.FOLLOW @gelangelicca @perfectdiaryofficial 4.Duration: one week 5.Winner: 3 followers 6. Don’t private your IG! GOODLUCK ❤️ #perfectdiary #unlimitedbeauty #perfectyourday #ExplorerPalette #velvetlipstick #giveaway #beauty

Bài viết do Angelicca Marthin (@gelangelicca) chia sẻ vào

Learning from these two examples, it is important for brands to think out of the box and come up with visually exciting posts when working with beauty and fashion influencers. Engaging key opinion leaders to come up with fashionable makeup looks is also a great way to capture the audience’s attention and encourage them to get creative with makeup. 

3. Work with Male Influencers 

Nowadays, male beauty influencers and creators are becoming more prominent, making up 41% of influencers in ASEAN. With male influencers on the rise, brands are taking this opportunity to scale new markets and bring something different to the crowded beauty space. 

And if you’re already on the lookout for male influencers to collaborate with, check out these two millennial influencers in Singapore! @kevintristan and @titusslow are among the trending male beauty and fashion influencers in Southeast Asia. According to Affable’s Influencer Discovery tool, their followers are mainly made up of Gen Z and millennials.

 

Xem bài viết này trên Instagram

 

partyyyy ✨🌹⚡️⁣ ⁣ which pics is your favs? 💥 ⁣ ⁣ can you believe this was taken at the void deck?⁣ ⁣ I love the last pic cause @anaxalbums shadow is saying hello ⛅️⁣ ⁣ red stuff series (2/4)⁣ 📸 by @anaxalbums ⁣ 👠 by @liang.shirui ⁣ ⁣ I’m having huge post show depression, NDP 2020 was really awesome. So lucky and blessed to have met all the talented and cool people! 🇸🇬 made me really proud to be a citizen of Singapore. Have to get used to being alone most of the time again, 2 months of rehearsals with the amazing bunch, miss them a lot. 🌹⁣ •⁣ •⁣ •⁣ •⁣ •⁣ #photoshoot #photography #red #white #singapore #sg #singapore🇸🇬 #fashion #fashionphotography #style #stylish #lighting #voiddeck #fun #funtimes #modeling #glitter #shiny #kebintristan #malemodel #maledancer #asianmodel #asian #asianboy #brownskin #brownbeauty

Bài viết do ⚡️ 𝓴 𝓮 𝓿 𝓲 𝓷 ⚡️ (@kevintristan) chia sẻ vào

Both in their early 20s, they connect well with Gen Z and millennial consumers through a modern aesthetic and relatable content. While @kevintristan engages his audience through artistic photos, @titusslow fills his feed with a series of handsome photos and a touch of self-deprecating humor in his captions. 

Curious to find out more about the world of male beauty influencers? We keep you up to date with why and how brands should collaborate with male beauty influencers in our other blog post.  

 

Xem bài viết này trên Instagram

 

Part-time gardener 🧑🏻‍🌾🌷

Bài viết do Titus 凯德 (@titusslow) chia sẻ vào

4. Sell Stories, Not Products 

With pretty outfits and a glamorous photo, you are definitely halfway there to a successful influencer marketing campaign. However, brands have to keep in mind that consumers are looking for more than just a nice product shot. 

To put the cherry on top of any influencer marketing campaign, brands can encourage influencers to create a story around the product. This can be as easy as thinking of a use case for the product, or tips on how to use the product. 

Collaborating with @labelritukumar, Indian influencer @santoshishetty rewarded her followers with a graceful and elegant pose in her dress. But beyond just that, she helped her audience imagine where they could go with this beautiful dress – from a cocktail party to a beach vacay! She even gave suggestions on how to layer up the dress as an outfit idea, which was well-received with her post reaching over 20k likes. 

Another example is Singaporean micro-influencer @justinng156’s collaboration with @gastonluga. As an avid photographer, it is no wonder he captured the photo in a unique angle by being in the flatlay himself! Besides the eye-catching photo, @justinng156 further mentioned how he’s looking forward to bringing the backpack to the gym. By selling stories and not products, learn how your brand can create influencer marketing campaigns that appeal to consumers’ needs and emotions.

5. Motivate and Empower your Audience 

Brands are realizing that outer beauty is not enough. Beauty should come from the inside too and influencers that showcase inner beauty are now winning the hearts of their audience. 

Whisper India launched a wildly successful influencer campaign with popular beauty influencers in India sharing their motivational story of female empowerment. Beauty influencer @riturathee’s post alone generated over 144k likes as followers were proud of her for sharing her story and spreading positivity. Followers were also tasked to put on a green cape and share their #SuperSheroes story to encourage user-generated content. 

 

Xem bài viết này trên Instagram

 

I was born in a Haryanvi Jaat family where limits were set for a girl at every step. ‘Don’t do this, don’t do that, don’t wear this, don’t talk to guys, bigar jaogi’ and so on. Relatives thought I should get married before I got ‘too educated’. But my mind was immersed in my books and hobbies–I was so passionate about Maths, Science and riding bikes! My proudest moment was when I was the only one out of all my office pilot colleagues to clear an airline job during a period of recession! I just followed the voice in my head. Very soon, I became a Captain. And then I met my ‘dream boy’, Mr. Taneja! But he was Punjabi, and getting married to a Punjabi guy wasn’t easy in a Haryanavi family. But I carved my ways and managed to convince my father. Again, as always, God helped me get through it! Today I am a Captain, a vlogger, a rider, a manager of 3 YouTube channels and a proud mother of my 2 year old munchkin @rasbhari.taneja 👶🏻 All I have to say to every girl out there is just follow that voice in your head. Your dreams are bound to come true! This is what makes us all #SuperSheroes 🦸🏻‍♀️ I am sure you also have a #SuperSheroes story just like me! So put on a green cape, share your story with #SuperSheroes and @whisperindia will feature 1 story every Sunday 💚 @gambhirpallavi @gunjanhasija @nisha_rathee20 #GirlGang #WhisperPartner #GirlPower

Bài viết do Ritu Rathee Taneja (@riturathee) chia sẻ vào

Leading luxury beauty brand, Lancome, became the most active brand in Singapore for August 2020 by launching an influencer marketing campaign,  #LiveYourStrength. The brand partnered with 100 inspiring female influencers, including micro-influencers @lianmeiting and @constancelaujm, to share their personal stories of finding their inner strength. The campaign aims to inspire and encourage women to discover their strength from within and live up to it to conquer all challenges in life.

Learning from Lancome’s success, beauty brands can similarly step up to spread inspirational messages and forge a stronger connection with followers! 

 

Xem bài viết này trên Instagram

 

Last month in Singapore, leading luxury beauty brand @lancomeofficial was the most active brand on social media. To spread the word for its very first Lancôme Advanced Génifique #LiveYourStrength Virtual Flagship in Singapore, the brand partnered with 100 inspiring women who share their personal stories of finding their inner strength and living with it. The campaign aims to inspire and encourage women to discover their strength from within and live up to it to conquer all challenges in life. 👍👍 We would like to highlight @lianmeiting and @constancelaujm to be among the many #microinfluencers to have the most engaging posts featuring #Lancome . . . . #affable #influencers #kol #marketingtrend #marketingplatform #influencermarketingplatform #trendanalytics #influencermarketing #AdvancedGenifique #skincare #beauty #beautyinfluencer

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

6. Promoting a Healthy Lifestyle

Lastly, you don’t have to be a beauty or fashion brand to collaborate with beauty or fashion influencers. Staying pretty requires a healthy glow as well. Health food brands can partner with beauty and fashion influencers to decode what keeps them at the top of their game – A healthy lifestyle. An example is @kinohimitsusg recent collaboration with @xinlinnn to promote beauty supplements. The secret behind her beauty? @kinohimitsusg’s Detox enzyme which helps her to reduce bloating! 

 

Xem bài viết này trên Instagram

 

Been taking these few months at home to rest up and “reset” my body with not just exercise, but I’ve also been diligently consuming my beauty supplements for my skin and body! I get bloated very easily (well… I’m lactose intolerant but I love my coffee white 😆) so a good detox on top of regular exercising is important since I don’t eat vegetables! Tried the @kinohimitsusg D’Tox Plum Juice and Detox Enzyme to help flush out the toxins from my body and it has really helped to reduce bloating for me after a week of consumption. Both products are packed with lots of fruity goodness (up to 75 types of fruits and vegetables) to give my colon a deep cleanse without any stomachache at all, very gentle on my stomach! From now till 31 August, enjoy 50% off @kinohimitsusg Detox Enzyme and D’Tox plum juice bundle – get it at just $49.90 on Kinohimitsu’s official in-store! Products are also available on Qoo10, Lazada, Shopee, Taobao, Guardian and Watsons! #sp

Bài viết do XinLin Khaw (@xinlinnn) chia sẻ vào

@thevintagevision is another beauty influencer in Singapore, who collaborated with @shakefarm to promote their healthy food and drinks. And it is no mystery where she got her amazing figure from!

BONUS: Creative Campaigns 

Lastly, who says you have to put the product in the picture? Partnering with Magnum, beauty influencer @munahbagharib posted a photo of herself in a dress that resembles the new Magnum Ruby ice cream. She also challenged followers to create their #MagnumRubyLook and turn their home into a high profile fashion runway with #RubyCarpet, generating high engagement rates. 

 

Xem bài viết này trên Instagram

 

Celebrating simple pleasures, the best way I know how, in shining shimmery Ruby splendour! Working my #RubyCarpet look from home. With a little bit of imagination and the new Magnum Ruby, you can turn your home into your own high profile fashion runway! 💖 Join me and create your own Pleasure Seeker Ruby inspired look, to get Magnum Rewards! You can head to Magnum’s FB account to check out the 4 different categories of a #MagnumRubyLook you can create – #DateNight, #StrangerThanFiction, #TheMultitasker or mine, #RubyCarpet! Then make sure to follow these steps, 1. Post your look on Instagram and make sure your profile is on public 2. Use #MagnumRubyLook 3. Your look has to include one element of pink or ruby toned clothing 4. Make sure to clearly tell us which category you are entering your look into 5. Tag 4 friends to pass on the challenge! Competition ends 6th July! Good luck Pleasure Seekers! #sp . 📸 @yanuhhh Dress @rentadella

Bài viết do Munah Bagharib (@munahbagharib) chia sẻ vào

Feeling inspired by these examples? There are still many ways brands can leverage on their campaigns by collaborating with beauty and fashion influencers. Reach out to us for more information or request a demo to find out how to run a successful influencer campaign! 

The World of Male Beauty Influencers

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

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

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

Beauty brands started removing gender in their marketing

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

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

 

Xem bài viết này trên Instagram

 

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

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

 

Boyish Good Looks

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

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

Leading with an Empowering Message 

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

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

 

Xem bài viết này trên Instagram

 

Urban Decay

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

 

Xem bài viết này trên Instagram

 

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

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

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

Bigger and Bolder Looks

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

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

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

 

Xem bài viết này trên Instagram

 

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

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

Bonus: How to engage your male audiences 

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

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

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

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

 

Read other relevant posts:

5 Important Lessons To Learn From Influencer Scandals in 2020

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

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

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

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

1. Be careful when mentioning politics

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

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

Source: Independent.sg

Source: Independent.sg

 

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

 

Xem bài viết này trên Instagram

 

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

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

2. Racism is another sensitive topic to avoid

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

Source: www.prweek.com

 

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

 

3. Actions can send a religious message

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

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

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

4. Pay attention to how you phrase posts

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

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

5. Be transparent with what you communicate 

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

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

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

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

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

Read other recent posts:

fitness microinfluencers

Top Trending Fitness Microinfluencers in Southeast Asia (SEA)

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

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

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

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

Influencers with Viral Home Fitness Workouts

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

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

 

View this post on Instagram

 

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

A post shared by Jordan Yeoh (@jordanyeohfitness) on

Fitness Microinfluencers On TV

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

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

 

View this post on Instagram

 

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

A post shared by Kirstie Gannaway (@kirstiegannaway) on

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

Fitness Mums

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

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

 

View this post on Instagram

 

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

A post shared by Kelly Latimer (@kellylatimer) on

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

 

View this post on Instagram

 

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

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

Student-Athletes Microinfluencers

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

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

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

 

View this post on Instagram

 

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

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

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

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

 

Read other recent posts:

 

COVID-19 Charity Initiatives in Asia

COVID-19 Charity Initiatives in Asia

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

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

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

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

Donating Masks for COVID-19   

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

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

 

View this post on Instagram

 

A post shared by Baramita Sakornchan ☻ (@mintbaramita) on

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

Leveraging on Existing Resources

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

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

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

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

One For One Campaign

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

Influencer Power

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

Make a pledge to donate here

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

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

More Ways to Contribute with Social Media

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

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

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

 

Read other recent posts:

 

How travel influencers have been impacted by Covid-19

How travel influencers have been impacted by Covid-19

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

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

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

How travel influencers have been impacted by Covid-19 

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

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

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

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

 

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

1. Staycation is an ideal alternative

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

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

 

 

Xem bài viết này trên Instagram

 

let’s not forget that rapunzel was quarantined and met her future husband so let’s think positively here 😝🤪 ⁣⁣ ⁣⁣ in all seriousness, having to ‘social distance’ took a while to get used to but honestly? i think i’m actually starting to enjoy it! our days have been bleeding into nights together and we’ve been figuring out how to make home life fun. ⁣⁣ ⁣⁣ of course, having this amazing view to wake up to and this iconic hotel to call our home this weekend has helped, so thank you @marinabaysands. ⁣⁣ ⁣⁣ i could live in this room with high ceilings forever x ps: i put a swipe up link in my stories for you guys, check for the best staycation deals now! ⁣ ⁣ #thatMBSmoment⁣ #theasiacollective @theasia.collective

Bài viết do J E R I L Y N ♡ M O O N (@jerilynmoon) chia sẻ vào

2. Making the best of their old photos

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

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

 

Xem bài viết này trên Instagram

 

While in Singapore now, we all advised to #StayHome most of the time but we all still can go out for essential errands and outdoor exercise with safe distancing measures.. But today they started to close some parks and the beaches 😔 for tighter circuit breaker measures..⁣ What are the rules happening now in your country? Are you still able to go out of home?⁣ •⁣ •⁣ Throwback to the happy time where we still have freedom to travel, it was just 4 months ago.. ⁣ 📍White Temple (Wat Rong Khun)⁣ ⁣ While we all not sure when we can have our freedom to travel again, but let’s keep our spirit up, make use of stay home as bonding time with your loved ones and cherish this moment.. 🥰 ⁣ •⁣ •⁣ •⁣ •⁣ •⁣ #Thailandinsider #ExploreThailand #VisitThailand #Thailandvacation #thailandtravels #amazingthailand #discoveringThailand #WatRongKhun #WhiteTemple #ChiangRai #Thailand #LostInThailand

Bài viết do Yuni | Travel & Lifestyle (@yuniqueyuni) chia sẻ vào


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


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

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

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

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

 

Xem bài viết này trên Instagram

 

Just got my hands on the latest @huaweimobilesg P40 Pro and i can’t wait to shoot more photos with it! The camera system on the P40 Pro is co-engineered with @leica with four lenses which includes a 50MP ultra vision wide angle built with f/1.9 and optical image stabilization, allowing me to capture my shot effortlessly 😄 Pre-order for the Huawei P40 Series is now available with all 3 major telcos, consumer electronic stores and online official stores with Lazada and Shopee. Go check it out now! (Slide right to see my unboxing gif and also some visuals from the phone) How I actually took this photo is basically I sit down on the floor or rather I lie down 😂 and got scolded for being so unglam and then take a photo of her there with the marble floor reflection! You just flip your phone opposite down sticking on the floor & you will get the visual done! #visionaryphotography #huaweip40pro #capturedonhuawei #huaweisg #visitsingapore #visitsingapore #beautifulmatters #voyaged #9gag #singapore #beautifulmatters #whatissingapore #beautifulhotel #jewelsingapore #新加坡 🇸🇬 #femaletravelbloggers #beautifuldestinations #wonderfulplaces #girlswhotravel #shetravels #globetrotter #convid19 #phonephotography.

Bài viết do 子鵬 lee (@zippyzipeng) chia sẻ vào

 

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

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