Why Your Idea of Influencer Marketing is Outdated

While influencer marketing has become a mainstay for marketers, this doesn’t mean that marketers should start getting comfortable. As social apps start to integrate more creative functions to suit their users’ needs, an increasing number of users have started to become creators in their own right.

Anyone with a smartphone can create content, but those that create unique, high-quality content have risen to join the ranks of top influencers.

However, marketers often only consider partnering with ‘traditional’ influencers — influential tastemakers that usually have a large following. While these individuals may not necessarily create posts of high quality, their ability to leverage their fans makes them attractive to marketers seeking to promote their brand.

While creators can become influential and influencers do often create their own content, they aren’t one and the same. Marketers shouldn’t make the mistake of conflating them. Here’s why:

Influencers and content creators have different impacts on their audiences

Marketers increasingly understand the need to shift from ‘vanity’ metrics such as ‘likes’ towards engagement metrics such as ‘views’ and ‘impressions’. This also means that influencer marketing isn’t used just for the purpose of attracting eyeballs. Brands must engage the individuals that best suit their campaign objectives and KPIs.

For example, a beauty brand looking to raise brand awareness might engage a beauty influencer to create a sponsored post, then track impressions on their posts, or audience growth on their social media.

A YouTuber that uses the same products as part of a morning routine video or beauty challenge, on the other hand, can generate interest in your product that leads to greater click-throughs to your product page.

The main difference is that influencers act as an amplification channel for your content or product, driving awareness through reach, which can generate sales with the right target group.

Content creators, on the other hand, incorporate your product into their own content styles — be it beauty routines, funny challenges, or breathtaking photographs. These creators may not have a large following, but often have loyal audiences that are already interested in the form of content they produce. As such, they score greater points for relatability.

Think of influencer marketing as a form of brand partnership

Gone are the days when influencers are willing to plug your brand or product in exchange for free goods or cash. Influencers now hold greater accountability to their followers, meaning that it is imperative for them to be honest about sponsorships and create more authentic content.

According to Campaign, some factors that determine if a user decides to follow an influencer include how “real” their content is, how well-intentioned their posts are, and whether or not the content or products they endorse are in keeping with their usual style.

This means that influencers are likely to be more selective with the brands that they choose to work with. An influencer such as Liv Lo (@livlogolding), for example, builds her personal brand around her sustainable lifestyle and the use of environmentally-friendly, organic products. Liv Lo features cruelty-free skincare brands on her Instagram page and isn’t shy about criticising brands that aren’t as supportive of environmental initiatives.Instagram post Liv Lo

Top influencers hold even greater prestige and control. Apart from being awarded ‘verified’ badges on platforms such as YouTube or Instagram that cement their status as top dog, high-profile influencers are being provided exclusive features that allow them to directly drive social commerce.

Last year, Snapchat invited 5 top influencers to gain access to their in-app store function, allowing these influencers to sell their merchandise straight from the app. Instagram’s Creator profile, which was initially beta-tested on a small group of users, now allows influencers and creators to have more flexible profile controls, access to a dashboard of performance metrics, and the ability to create shoppable posts.

Creators are also being recognised for their influence. Events like VidCon celebrate the unique achievements of video creators and educate brands on how they should navigate the changing influencer landscape.

It’s clear that marketers can no longer expect to mould an influencer to their needs. Instead, marketers must learn to accept that influencers and creators are their own mini-brand. A successful partnership, therefore, depends on aligning the needs and values of both parties.

In order to find the right partners, use Meltwater’s Influencer Marketing Software or Klear’s Influencer Discovery Platform. We help you to find influencers based on your audience’s demographic as well as your target market, industry, or topic. Their fans are already familiar with brands in your industry, ensuring that your content effectively targets the right audience.

Just like celebrity endorsements, influencer partnerships work well in the long-term

Influencer marketing should not involve too many one-off partnerships. As consumers seek out relatable, authentic content, “momentary endorsements” become less attractive to most brands and influencers. After all, consumers place less trust in influencers who readily promote a variety of brands.

Marketers should strive to create long-term partnerships with the influencers that they engage. While long-term partnerships generally reflect well on both the brand and its partner, these partnerships also help both parties solidify their fanbase.

Influencers who work with brands on a longer-term basis can leverage a variety of posts that better reflect their relationship with the brand over time. For example, an influencer is likely to attend events hosted by the brand, speak about related social issues, and review the brand’s products. If an influencer praises the brand’s offerings, their fans are more likely to believe them.

Brands that embark on long-term partnerships may also benefit from the influencer’s follower circles. These audiences are likely to relate the influencer with the brand and thus confer a sense of trust towards the products that they endorse. This also means that audiences are likely to feel a greater emotional connection with the brand, leading to more sticky customers.

Content creators, too, are valuable partners. Brands that make creators their partners can turn the artists’ style or content form into a part of their brand identity. This is especially true for organisations that manage recurring events.

Arts House Limited, for example, manages the Aliwal Arts Centre, which organises the annual Aliwal Urban Arts Festival. While the lineup for each year differs, the Urban Arts Festival consistently showcases local street dance crews and musicians. The festival has become synonymous with local street culture, while the Arts Centre has become the go-to venue for local indie dance and theatre shows.

Brands like Arts House Limited show a keen understanding of their own appeal and their audience’s interests. Likewise, brands that seek to effectively engage influencers as long-term partners must create campaigns that appeal to their key audiences.

Meltwater’s Audience Insight reports allow you to understand the communities that drive conversations on your social media channels. Our tool helps you to discover your audience’s consumption habits, analyse shifts in their demographic, and identify key influencers within these groups. You can then use these insights to determine the trends and topics that resonate with your audience.

To move ahead, brands must shake off old conventions

Now that we’ve highlighted the reasons why marketers should understand the value of both traditional influencers and content creators, it’s imperative that they formulate an influencer marketing strategy that includes both facets.

As the social media landscape continues to change and include newer apps, functions, and trends that steal the headlines, social media marketers too must adapt to make sure that they stay ahead of the curve.

By: Violet Zhang

Source: Why Your Idea of Influencer Marketing is Outdated

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How to Start a Freelance Business When You’re Broke

Are you a broke mom, frantically searching for legitimate ways to earn money online? Learn how to start a freelance writing business (and grow it) without any money to spare.

If you’re struggling financially today, I want you to know that I understand! I know how it feels to be so broke you can’t just “give up your daily latte” to save money to make a purchase you want.

And I know it can get better. You are not stuck in broke mode forever. You can pull yourself out. I’ve done it and so can you.

Freelance writing changed my life! Four years after starting, we became completely debt free and I officially replaced my teacher salary – without having to spend anything on daycare, or putting in 8 hours a day.

Being broke isn’t fun! When I left the classroom a few years ago, our income took a massive cut.

Well below the poverty line, we struggled to make ends meet. We slashed our expenses and watched ever penny. It was hard!

We knew something had to change, but I didn’t want to go back to teaching because day care for our large family would eat up my entire pay check. Literally.

Since working outside the home wasn’t a viable option, so I started looking into ways to earn money from home, praying that the Lord would help me avoid scams and find something legit.

And not long after, He answered!

Freelance Writing

I stumbled upon a post written by Gina Horkey, and learned that people were getting paid to write content for the web.

I’d been blogging for fun over on my Maggie’s Milk blog, so the wheels in my brain started turning. Could I really earn money writing online?

I started reading all the free material on freelancing that I could. After scouring the job boards, I sent my first pitch within a couple of days.

I got the gig!

It didn’t pay well (only $20), but that money made me realize that I could do this. I could help our household financially, without having to give up on homeschooling or put the kids in daycare.

That first gig back in 2015 was my first baby step into the world of freelance writing. And the money has been coming in ever since. And not just in $20 increments…

If you’re ready to work hard to improve your family’s situation, keep reading.

I dish out all the steps I took to launch my freelance business, without spending any of our household budget.

Are you ready? Let’s get started!

1. Decide to Act

Until you decide that it’s time to actually start your freelance business, no amount of reading, learning, or thinking will count.

You can take course after course and never actually earn any money if you don’t implement anything. You have to do something!

Make a proclamation that you are going to do this. Commit to spend time each day growing your business.

Because if you don’t decide to act, you’ll probably still be broke a few months down the road.

Action truly is key to getting this done. Stop planning. Don’t wait until you “know everything.” Actually do something.

2. Start Small

Do you know what I had for my business when I launched?

A cheap laptop computer, really slow satellite internet, and a freebie blog over on Blogger.

I didn’t have a dedicated freelance website, or money to start one.

Freelance writing courses were on my “someday” list, but I couldn’t afford to purchase any at the time. There was literally no money for that.

And it could have been the excuse I used to never get started. But I decided not to. I just started with what I had.

There is nothing wrong with starting small. 

You don’t need a lot to make it as a freelance writer. Too often, I hear excuses like these:

  • “I don’t have a website.”
  • “No one knows who I am.”
  • “I don’t know where to go to look for gigs.”

You know what? I didn’t either! My online presence (other than my freebie blog) was extremely limited. I didn’t even have a personal Facebook profile or other social media presence prior to launching!

And while perhaps my progress has been slower compared to others who started with more, I didn’t take time to stop and make comparisons.

I started small, with what I had, leveraging my skills.

So once you’ve decided to start a business, take stock of what you have. That’s all you need to get started.

No internet? Go someplace with Wi-Fi.

No computer? Our library has several, and I live in the middle of nowhere, so I’m pretty sure yours will too.

Stop making excuses and find a way to make it happen. It will be hard. But, it will get easier if you keep taking these steps.

3. Start Pitching & Build Your Portfolio

Remember how I said my first paid gig was for $20. That was for a 1200 word post.

Today, I charge at least $120 for the same length. Big difference.

But, when I was first starting I didn’t have the luxury of being picky. I needed money and samples.

So if you’re broke and just starting out, take what you can. Remember you won’t be at that rate forever!

Start getting your name out there, and pitch away!

No matter what you are being paid, always do your best work! Seriously, I don’t care if you’re getting less than a penny a word. If you agreed to write a post for a rate, do it to the very best of your ability.

Wondering where to pitch? Check out these ideas:

Craigslist – the “Gigs” section. Check the big cities (New York, LA, etc.)

ProBlogger Job Board (free, and where I found my first gig!)

You can also create an account on a site like Hubstaff Talent and look for clients who may be a good fit.

Also, here’s a more in-depth post on how to find freelance writing gigs.

Worried about being scammed?

There are scams out there, hiding as legitimate freelance writing gigs. Most are very obvious. Others are more carefully constructed.

The good news? There are almost always red flags. I wrote a post warning you what to look for:

Read this: Red Flags for Freelance Writing Gigs

How to Write a Freelance Writing Pitch

The goal of a freelance writing pitch is to briefly explain why you’re the best person to create the content the company is looking for. You need to show that you’re knowledgeable about the content area, and able to write well.

Here is a sample pitch template you can use. You’ll notice it’s short. Hiring managers get tons of responses. Be kind to them by succinctly sharing the info they need and don’t bog them down with details.

Hi [insert the name of the editor – AN ACTUAL NAME (you may need to research],

Your ad/posting on [site where you learned about it] caught my eye. I’m a freelance writer who knows a lot about [topic/niche.]  I’m also [share two quick reasons you’d be a great fit, using the language/word choice from the ad].

To help you make your hiring decision, here’s a bit more information about myself:

  • [two bullet points sharing quick connections between your education/background/experience and the role]
  • [one connection to the company – i.e. a shared value or mission]
  • [Link to your portfolio]

Please let me know if you need any additional information. I’m looking forward to working with you.

Sincerely,

[Your Name]

How to Build Your Freelance Writing Portfolio

When you’re just start your freelance writing business, you probably don’t have a lot of samples created that you can use to build a portfolio. That means sample writing must be high on your prioritized to-do list.

Here are three quick ideas for how to get published samples:

  • Write a guest post for a blogger in the niche you’re hoping to write for
  • Start a free blog (better than nothing and you can move later)
  • Write on Medium (or a similar platform)

Once you have live samples, you need to collect the links in a sharable format. If you don’t have a website of your own yet, you can:

  • Make a shareable Google Doc
  • Create a Pinterest board and save all of your posts to it (this means you’ll need to create a pinnable image for each post, but you can do that for free on Canva or something similar)
  • Build a portfolio on a platform like Contently

Right now, don’t worry about making your portfolio “perfect.” You want it sharable and you want each link to lead to a great piece of writing. That’s it.

You can (and should) update it later.

4. Reinvest in Your Business

Look, I know how tempting it is to go spend that money you just earned. You’re broke, and really could use the money on X,Y, or Z.

But you can’t.

At least, not right now.

First, you have to invest in your business. Otherwise you’ll be stuck writing $20 posts forever. And no one wants to be there.

So save all of your money (at first!)

When you’ve saved enough, take an entry-level course to learn even more. My first freelancing investment was 30 Days or Less to Freelance Writing Success (aff. link).

The course helped me learn:

  • How to improve my pitch
  • Ways to leverage my past experience and education as a freelancer
  • Confidence in my ability
  • And loads more

I’ve never regretted investing in this course, and have easily made back WAY more than I spent.

But until you’re there, don’t give up on improving yourself.

Keep reading all the free material you can. Subscribe to helpful blogs and read about areas you’re struggling with.

Remember to implement what you’re learning too! Keep saving, and then you’ll be able to take a course.

The course I took gave me the confidence I needed to pitch more. I landed a higher paying job on Craigslist in the education niche, which was perfect with my teaching background.

I took that money, and bought my domain and hosting. This website was born in September of 2015, just a few months after starting my business.

It really does take some money to grow your business, but you don’t have to have that money all at once. So keep working on your savings and you will get there!

5. Slowly Scale Back on What You Save

Once I had more knowledge and a functioning website (it doesn’t have to be perfect!), it was time to start taking some of my business income and applying it to the household budget.

Being able to actually do something with this money was motivating.

When you’re saving everything to get your site up, or purchase a course, it’s really hard. The tangible benefit isn’t there to the same extent.

My first step back was to save 50% of my income for my business and pour 50% of it into the household budget.

After investing in a few more essentials, I reduced that percentage to 25%. But, I ended up spending the money I saved for taxes (oops!) so I’m back up to 35%.

Note: You really do need a budget for your business!

6. Watch for Amazing Deals

I’ve learned the hard way that you really do have to invest in your business to keep growing. So now I’m always watching for amazing deals that align with my freelance writing goals.

I’ve subscribed to several “waiting lists” to be notified of any flash sales for courses I particularly want to take.

Pay attention to the amazing bundle deals that become available, and sign up to be notified. Then tuck some funds away so when they appear you can make the purchase guilt-free.

Watch for Black Friday sales. Often companies will have Anniversary sales as well.

If you find something you want, have patience and try to get it at the lowest price possible.

7. Make Time to Grow Your Freelance Writing Business

Wondering how you’ll make time to grow a freelance writing business from home? You’ll have to make it a priority.

And you need to do it as a team. Your family won’t understand why you’re suddenly spending more time on the computer unless you tell them. So get your family onboard!

8. Continue Pitching to Avoid Freelance Famine

Once you’ve landed a client or two, it can be easy to forget to pitch. After all, you’ve got more client work to keep you busy.

But, eventually that gig might dry up. Then you’ll be left without that income.

So make pitching a permanent part of your game plan, at least for the foreseeable future. Otherwise, you’ll be right back to where you started with no money.

Pitch even if you are busy. Not every pitch will land a client, but it will help you gain confidence. And some of them will give you work!

Freelance famine is a roller coaster cycle you don’t want to get started with!

There are so many ways to find time, even if it means getting a bit creative.

You can do a lot with a part-time freelance business, so don’t let a lack of 40 hours a week stop you8. Continue Pitching to Avoid Freelance Famine

Once you’ve landed a client or two, it can be easy to forget to pitch. After all, you’ve got more client work to keep you busy.

But, eventually that gig might dry up. Then you’ll be left without that income.

So make pitching a permanent part of your game plan, at least for the foreseeable future. Otherwise, you’ll be right back to where you started with no money.

Pitch even if you are busy. Not every pitch will land a client, but it will help you gain confidence. And some of them will give you work!

Freelance famine is a roller coaster cycle you don’t want to get started with!

9. Make Connections

Do you know where most of my leads come from now?

From other freelancers.

That’s part of the reason I love the mastermind group I was a part of for a couple of years. I’ve also gotten leads from different Facebook groups.

Take time to make connections and build genuine relationships. Give more than you take, and be willing to help others. You won’t regret it. Or at least, I haven’t!

Other freelancers are not your enemy! Learn all you can from them and help them out too. Be genuine and patient!

Here’s a post giving you ideas on how to network with others, even as a busy mom without much time.

10. Be Willing to Try Something New

I never planned on being a virtual assistant when I launched my freelance writing business.

But, the door opened and I walked through it. Now I have a couple of VA clients, and I personally love the variety!

I also didn’t plan on this website turning into a monetized blog. But, that just made sense as a logical step on my online business journey.

So as you’re working, don’t get so focused on what you’re doing that you completely miss a good opportunity. Say yes to new things when you can, because you never know where they’ll lead.

Don’t be afraid to pivot if it makes sense.

On the other hand, don’t get so focused on chasing the next “new thing” that you forget about what is currently working. There’s a balance. You’ll have to figure out what that looks like for you.

11. Don’t Give Up

Bootstrapping your freelance business is challenging. But, it’s also rewarding, and can help you move past broke.

Don’t give up when things get tough. You can do this!

Take time to think about your why. Why did you start a business in the first place? When you think about your why, it’s motivating.

Here’s more inspiration when you’re feeling like you’re ready to quit:

What to Do When You’re Ready to Quit Your Online Business

How to Start a Freelance Writing Business: Recap

Starting a freelance writing business doesn’t require a lot of capital. In fact, if you already have a computer and internet access, you can get started today.

Remember to save your money, and invest it back into yourself. Watch for deals so you can still save money while investing! 😀

Be willing to work for less at first, because you won’t be at that rate forever.

Find a community and get involved.

And when you’re ready to take an awesome course on freelance writing, I highly recommend Gina’s 30 Days or Less to Freelance Writing Success!

By: Lisa Turner

Lisa Tanner loves helping busy moms find time to grow their own business. As a homeschooling mom to nine, she knows a thing or two about balancing diapers and deadlines.

Source: How to Start a Freelance Business When You’re Broke – Lisa Tanner Writing

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Why Conscious Branding Is the Secret to Your Success

Today, more consumers than ever are demanding that companies become transparent and take  hands-on approach to making the world a better place. They’re looking for what experts call “,” companies that embody a higher purpose by having an intentional purpose or embracing . Think: Tom’s Shoes or ’s Honest Company.

According to a report by MWWPR, not only do 90% of consumers say they’re more likely to patronize companies that take a stand on social and public policy matters, 80% say they’ll even pay more for products from such brands.

But you don’t have to be a big name in order to transform your into a conscious brand. Follow these three steps to make sure that your actions resonate with your ideal customers, helping you multiply your revenue and make a lasting impact.

1. Be clear about what you stand for

Ben & Jerry’s is an iconic conscious brand. Climate justice, LGBTQ quality and Black Lives Matter are only a few of the socially responsible causes the company has advocated for over the years. And it only makes people love their brand even more.

As people become savvier, trust in is growing more vital each day. It’s not enough to just offer a great product or excellent customer service. Customers want to do business with companies they like, trust and align with.  Those brands that sit on the sidelines regarding important issues are coming under greater scrutiny. Meanwhile, those with the guts to take bold but strategically sound stands are being rewarded.

Follow B&J’s lead and include your views and values in your marketing. Share your beliefs, and ask your audience to take part alongside you in supporting the causes you believe in. By intentionally integrating social responsibility as part of your daily business routine, you can ensure you are doing your part in practicing social and environmental responsibility and be seen as a thought leader in your niche.

Related: In 2021, Consumers Are Looking for Something Extra From Luxury Brands

2. Take action

It’s one thing to talk about the causes you support, but it’s another thing entirely to actually do something about them. People are jaded by outdated marketing techniques,  and businesses and influencers who don’t walk the walk. While building and running a conscious business requires more intentional and an uncompromising commitment to the mission for good, the reward is the creation of a movement that leads to unparalleled success and impact.

is a noted leader in environmental and social responsibility. Their mission statement reflects this well: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” From supporting grassroots activists working to find solutions to the environmental crisis to suing the former president of the United States, Patagonia has taken action on the most pressing environmental issues facing our world.

There are countless ways you can become part of the change for good: collect donations, offer scholarships, take part in . Use the resources you have — your voice, your business and your community — to take action. When you weave these actions into your company culture, and it’s embodied by employees and customers alike, you create a movement. By embracing ethical business practices while creating transparency and accountability, and providing immense value, your brand will rise up over the competition.

3. Cultivate partnerships based on values

Co-branding with another company is an effective way to double the awareness around an issue, increase the impact of an effort and, ultimately, expand the visibility of both organizations. Who you partner with has a direct impact on your reputation, your bran and your potential customer’s perception of your business.

As reported in a recent Hubspot post by Sophia Bernazzani, “In 2015, Target partnered with on a campaign called Kid Power, which committed Target to one of UNICEF’s sustainable development goals (SDGs). The retailer sold kid-friendly fitness trackers encouraging them to complete various fitness activities, which ultimately helped deliver food packets to underprivileged children around the world.”

To ensure that you’re making smart partnering decisions, choose partnerships that align with your values. If you have not yet determined your brand values, make it a top priority. The best way to do this is to follow my 3S Method. First: Source. Do a Google search of “brand value words.” Choose as many words as possible that you resonate with and feel are important.

I like to put them on index cards (or you could use digital Kanban boards) to make step two easier.  Second: Sort. Group the index cards with similar words. For instance, honesty, integrity and truth would go in the same pile. Finally: Select. Choose your final words from the groups by what you feel best represents your deepest values.

Related: Only Conscious Brands Will Survive The 2020s

Now, use these brand values as your North Star. Refer to them any time you are making decisions, such as who to partner with, who to hire, which clients to work with and more. Doing so is sure to help you stand out amongst the noise online and attract raving fans with similar values.

Tiffany Neuman

 

By: Tiffany Neuman / Entrepreneur Leadership Network Writer

Source: Why Conscious Branding Is the Secret to Your Success

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How Brand Management Impacts Your Negotiations

Study Reveals Instagram Reels Better For Brands, TikTok Better For Influencers

Social Media Logos

There are so many different ways for influencers and brands to use social media to connect with audiences. Some might say too many. Instagram alone offers a dizzying mix of platform extensions, from static posts to IG Stories to to IGTV to Guides and more. And since August, 2020, the company has added Reels to the mix in an attempt to compete with the meteoric rise of TikTok.

Bite-sized videos with useful how-tos, relatable memes and viral dances are clearly here to stay, so should you throw your weight behind the tried and true Instagram and invest time and resources into Reels, or should you stay hip and focus on the new kid on the block? Well, that depends on who you are.

Markerly, an influencer marketing agency, recently analyzed posts from 80 influencers and 10 brands on both TikTok and Instagram and found Reels is currently the best place for brands, whereas TikTok remains Queen of influencer and celebrity culture. According to the study, celebrities and influencers received almost double the likes and engagement on TikTok as compared to Reels. Meanwhile, brands such as the NBA demonstrated that the same post on TikTok received over 63K likes versus 425K on Reels.

“When looking at brands, Reels received higher engagements and we speculate that’s due to the presences they’ve established and cultivated for significantly longer than on TikTok,” said Justin Kline, co-founder of Markerly. “TikTok made its name on authentic, fun and creative content led by real people, so it’s no surprise that individual users still win out against brands on the app — TikTokers come to see dance challenges, songs and pranks, not overtly branded content.”

A Good Influence: How Influencers Are Pivoting To Social Good Campaigns

One could argue that users don’t go to any social media platform to see overtly branded content, but we’re much more accepting of it on Instagram. Aside from the audience sizes on each platform, the demographics of users count for something here. Most TikTok users are Gen Z, with the largest age bracket being 10 to 19-year-olds. This is a generation that’s grown up with influencer culture, so it makes sense that it would engage more with individuals rather than big brands. The largest age demographic of Instagram users, on the other hand, is 25 to 34 — Millennials who still remember the days of having to watch impersonal commercials in between episodes of Friends and Will and Grace.

It’s also far easier and more authentic for an individual influencer to jump on the viral dance and challenge trend than it is for a brand. For example, a Christmas-themed Justin Bieber post shared across both platforms garnered 8.9M likes on TikTok, while on Reels it received 4.8M.

So should influencers keep to TikTok and brands to Reels?

Absolutely not. Kline said almost all posts are worth cross-posting.

“If you want your message to really resonate and the content and format itself is suitable for another platform, you need to get it in front of a potential customer as many times as possible, and cross-posting is an easy way to do that if it’s done effectively,” said Kline.

Even though the design and format of Reels, which was basically just cloned from TikTok, is better for influencers, it provides anyone with the tools to make really creative, eye-catching content. And as Kline pointed out, now more than ever, audiences expect far more from brands than the standard ads and spon-con. We want them to entertain us and engage in the broader discourse.

“Not only will this improve your brand visibility over time and open up opportunities to receive honest feedback on your products and strategies, but a well-timed and witty customer response, meme or reaction can go viral, boosting your brand to the top of everyone’s minds,” said Kline.

Brands need to think strategically about how to use influencers

TikTok and Reels have similar algorithms and user interfaces, but TikTok’s community allows for more rapid and viral sharing. It’s still the ideal venue for making an effective impact with branded content and influencer campaigns, said Kline. So a brand that wants to build its presence on TikTok would do well to find celebrities and influencers to work with on the platform for promotion.

That said, Reels is still very important for brands because it has the advantage of being built on Instagram, which means a stronger presence from brand pages and a captive audience that’s perhaps more inclined to engage with Reels rather than download a new app.

“Whenever possible, brands should customize messaging and posts to best fit the platform, medium and audience found there,” said Kline. “Influencers who are experts on each platform are great resources to help with these efforts.”

Follow me on Twitter. Check out my website.

I write about social media, innovation, technology, cities and culture.

 

Source: Study Reveals Instagram Reels Better For Brands, TikTok Better For Influencers

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How Brands Can Better & Effectively Use Influencers

https://miro.medium.com/max/1200/0*uPEXSSv59uAYEmc7

Influencer marketing isn’t as simple as choosing an influencer with a high number of followers to post an ad for you. In 2019, there have been a multitude of changes that have taken place in the influencer marketing world which brands need to factor into their strategies to get the most ROI.Consumer expectations around authenticity, an increase in influencers making it harder to reach their target market, and the need for solid evidence of the success of a campaign or post are the key trends we’re seeing shape the changes this year.

Below is a list of things to remember before engaging an influencer for your brand, to ensure the highest success rate.

  1. Influencers are people too

It’s clear that brands need to identify an influencer that suits their image and has an audience appropriate to them, as it’s obvious it’s not a ‘one size fits all’ approach.

Think of the basic advertising and marketing principles such as brand consistency across its messaging, imagery, stunts etc. All of these principles also apply when it comes to selecting influencers.

For effective market penetration in the influencer space, brands need to change the way they see influencers. It can feel a little strange at first because we’re so used to having our own perception of them through a screen, but brands need to challenge themselves and stop being transactional and start building genuine relationships.

Doing this, not only will your brand foster beneficial relationships for future activity, but the synchronicity between the influencer, brand and audience is the key driver to the most genuine engagement and success of the campaign.

Of course, there is always the irony when it comes to using influencers since brands pay for influencers to post an ad, so it can be perceived as anything but genuine. Therefore, it is important to be mindful that influencer marketing is actually a partnership and when working together, both reputations are on the line.

2. Video is the new black

Like all key moments in pop culture, trends come and go but some stick so well that they stay popular through the generations. The 20s had smoking and flapper dresses, the 60s had the flare pants and tie-dye, the 80s had the boombox and the 90s had the blackberry.

In 2019’s digital climate, the legacy that millennials and Gen Zs have left is the ubiquitous use of social media. This demographic has propelled the amount of user-generated content full of memes, live streaming of stories and videos, which is why video is currently on trend.

Since 90% of Gen Z and 83% of millennials are spending at least two or three hours a day watching videos on their smartphones, brands need to capitalise on creating fun video content and memes that can be easily shared with their peers as it resonates well with this generation more than any other form of media.

3. Authenticity is key

When followers feel like influencers are real people they can relate to and even share similar experiences with, that’s when the magic happens. The most successful influencers have a highly captivated audience because of their ability to produce authentic and relatable content.

Since millennials and Gen Z’s are digital natives to social media and advertising across these platforms, they are naturally more switched on when it comes to recognising when they are being overtly marketed to.

According to a study by Deloitte, 72% of millennials use social media as a good way to stay connected to news and topics that are important to them, while 65% of millennials said that they are happy to receive targeted content if it aligns with their interests – proving they are savvy when it comes to their consuming of digital content.

If businesses want to engage an influencer to market to this demographic, they need to be mindful about content that’s not consistent with the influencer’s audience and brand.

Brands need to change their thinking to view their relationships with influencers as adding a ‘human element’ to their marketing approach, as opposed to looking to influencer marketing as another means to just sell their products.

4. Data is king

Influencer marketing has always been seen as an enigma, with traditional marketers often questioning whether it can yield actual commercial results.

The reality of it is that it can. One of the best examples is homegrown company Hi-Smile. Founders Nik Mirkovic and Alex Tomic started the company with $20,000 of their own savings using solely influencer marketing, which then grew the company into a $40M business with over 100,000 customers across the globe in just three years.

Measuring ROI and using data to track the success of a campaign is important, not just because you can say with authority that investing the marketing budget into the influencer space was a wise move, but so you can optimise your campaigns.

Influencer marketing is still relatively new and there’s a huge potential to lead the market.

5. Talking to Gen Z

By next year, Gen Z’s are expected to account for about 40 percent of all consumers, not to mention social media has become one of the key driving forces for this generation to purchase products, accounting for 80% of purchases.

Instagram (44%), Snapchat (21%) and YouTube (32%) are the core outlets making the biggest impact in this space and influence everything from purchasing decisions, lifestyle choices and even political perspectives.

After almost a decade of focusing on millennials and Gen Y, brands that haven’t started factoring Gen Z into their strategies are shooting themselves in the foot.

Given Gen Z’s have an attention span of about 8 seconds, capturing their attention requires authentic and engaging content that they can contribute to, interact with, or be a part of. They want to feel like they are part of an actual community attached to authentic causes.

Despite the digital landscape’s challenges, there’s an opportunity for brands and businesses to market to consumers in a more flexible way to adapt to this new digital era. With so many opportunities for brands to utilise this generation of social media lovers to their benefit, remember the five key tips to ensure success and tap into a savvy, yet highly engaged type of audience.


Nathan Ruff is the co-founder and CEO of Hoozu, a data driven content creation business that uses creators and content to convert sales for its clients. Nathan has a wealth of specialist knowledge across industry trends, managing risk and ensuring accountability in a relatively unregulated space. He has also successfully founded five companies, including Market Engine, Urban Geek Media and VOLT Media. Nathan has been instrumental in helping to disrupt the influencer marketing industry and bringing accountability to the discipline.

Source: How brands can better and effectively use influencers – Dynamic Business

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20 Best Instagram Growth Services and Platforms of 2021
[…] get noticed on the platform and get you more fans and followers, albeit gradually: Collaborate with Brands and Influencers Most of the people on Instagram come to socialize, connect and interact […] The best way to drive more engagement on Instagram is to connect and collaborate with similar brands and influencers […]
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25 Home Business Ideas You Can Start Right Now
[…] AUDIO OR VIDEO EDITOR Brands and influencers require help developing audio and video work but do not constantly have the time to best a to […]

 

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