Posts tagged "marketing trend"

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

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

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

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

Keeping your customers updated

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

 

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We love you Kiehl’s Community. 💚 #KiehlsSG

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

 

 

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

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

Creating video content

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

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

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

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

 

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

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

Delivering the right message

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

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

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

 

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

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

Showing that your brands care

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

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

 

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

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

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

 

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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 sharing food recipes and 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. Every day, he posts a new video showing 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 centers 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)!

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 closure of schools and educational institutions has led to an 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 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 on 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.

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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

 

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Top 3 content marketing trends 2020

Top 3 Content Marketing Trends to Watch Out in 2020

February 12, 2020 Posted by In The News 0 thoughts on “Top 3 Content Marketing Trends to Watch Out in 2020”

Content marketing is constantly changing. To increase your brand’s visibility in 2020, you should get ahead of the trend and apply them to your overall marketing strategy. Let’s dive into the top 3 content marketing trends in 2020!

1. SadFishing

In the age of social media, people are open to share their personal stories publicly. While some enjoy sharing their success or happy moments, others prefer showing their sadness or struggles to stand out from the crowd. Sadfishing is the act of posting emotional problems online in hopes that it will gain more engagement or make money from those actions.

Now, how did Sadfishing come about? All of this started back in 2019, when Kendal Jenner shared her personal problem relating to acne online. It then turned out to be a marketing campaign that she was launching. Another example is Justin Bieber, who dedicated a long post to talk about his issues. You can read his post below (If you are up for the challenge!)

Justin Bieber wrote a long post sharing his emotional issue

Justin Bieber wrote a long post sharing his emotional issue

 

Even though Sadfishing can generate huge engagement, at the same time, it can create potential counter-effects. Recently, a Canadian Youtuber “ImJayStation”, in his attempt to get more subscribers, made up the death of his girlfriend and cried on Youtube. After the truth was revealed, he cried (again) to ask for forgiveness. 

It is not wrong sharing your personal problems online, but when you use it to take advantage of other people, it becomes a problem that can backfire.

ImJayStation cried over his girlfriend’s fake death on Youtube

ImJayStation cried over his girlfriend’s fake death on Youtube

 

2. Fast advertising

The ability to quickly respond to new trends or be part of the conversation that the audience is interested in is another way to leverage content marketing. Aviation Gin’s ad is a great example of how a fast advertising launched at the right time could be a striking success!

In November 2019, Peloton’s ad for its exercise bike was asserted by many viewers that it promoted body shaming. 15 days later, Aviation Gin released a new ad, casting the same actress from Peloton video, implying that she can have a good time drinking the Gin and still “look great” without the exercise bike!  

 

 

Another fast-advertising case worth your attention is the content generated by Durex Vietnam! Their marketing content has always received great compliments and engagement from the audience for being really trendy and humorous.   

2019 North Korea–United States Summit in Hanoi, Vietnam

2019 North Korea–United States Summit in Hanoi, Vietnam

 

Vietnam beat Malaysia in World Cup qualification on October 2019

Vietnam beat Malaysia in World Cup qualification on October 2019

 

3. The rise of TikTok

TikTok is a social media app that encourages users to view and create short videos using sets of music or simple video templates. This video-centric app has gained 500 million active users worldwide, ranks 6th place ahead of other platforms such as Pinterest, Twitter and Snapchat.

TikTok provides a platform for brands to create videos promoting their products. Nike’s campaign named Nulla Puo Fermarci (Stop at nothing) succeeded in Using TikTok influencers to tackle gender disparity Italian sports. The campaign went viral among Milanese young women with 100+ views, 540k+ likes and 46k+ videos responding to the challenge! 

Nike - Stop at Nothing

Nike – “Stop at Nothing” Campaign

 

BuzzFeed also began using TikTok in early 2019 after realizing that video content is likely to attract more interaction! Nifty is a widely popular post about baking hacks produced by BuzzFeed.

It is important for content marketers to adapt to changes and filter which one is suitable for their brands. Content marketing can bring about long-term benefits if it is used in the right way and goes along with meaningful message.

Are you planning an influencer marketing campaign? Affable can help you choose the right influencers and give you a custom report of how well your influencer campaign performed. Check out affable.ai for a free trial!

 

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