Emily Stonham
7th December 2018 - 5 mins read
T

his used to be the best way to use influencer marketing in business. Looking to sell a new perfume? Find out who your target audience is, figure out who’s on the posters on their bedroom wall and there’s your answer. And there’s nothing wrong with this, per se. Celebrity endorsements do still work, specifically for brands and luxury goods on social media.

But there’s a fairly new form of endorsement sneakily taking over the marketing and advertising industries: micro-influencers. Using these influencers is becoming more and more common as modern brands see the value of scaling down their campaigns to reach a more targeted audience.

Firstly, what exactly is a micro-influencer? Tribe (a popular platform which connects influencers to brands) defines micro-influencers as ‘everyday people with a decent following’ who post about specific niche interests and passions. ‘Micro’ is fairly subjective, but in terms of social media it usually revolves around having a few thousand followers who interact with your content regularly.

This is a great way of summing it up, as one of the main advantages of micro-influencers is that they’re just normal people who’ve done well for themselves online.

One of the reasons that celebrity endorsements sometimes don’t do as well in modern society is because consumers are now aware of how polished and honed a celebrity appearance online is. Sure, they might be raving about how much they love that new sweatshirt, but they’ve probably been given it for free on a PR list and had six people work on the social media post before posting. It looks great, but it just isn’t authentic.

Most modern consumers want authenticity - specifically younger consumers, for whom this form of marketing is so relevant. Despite the media raving about how younger generations are addicted to social media and celebrities, many are actually turning away from a digital-focused life. The pressures of keeping up a perfect appearance online and trying to live like idols can have a huge impact on mental health and well-being.

Thus, highly polished celebrity endorsements just don’t have the same impact that they did 10 years ago. There seems to be a rising lack of trust in big brands and celebrities, which is affecting the way consumers behave. Just Google a brand name with ‘conspiracy theory’ or ‘scam’ behind it. There’ll probably be someone who’s convinced that the brand works for the Illuminati. And who’s to say they don’t?

In all seriousness, marketers need to be aware of this shift in attitude, especially if they’re targeting younger audiences. Micro-influencers are the perfect way to promote products and communicate with an audience, without losing their interest and trust. This may not seem like the best marketing strategy if you’re a large brand, but like I said earlier, there’s a lot of large brands using micro-influencers to their advantage.

One key example of micro-influencers being used is ASOS’s insiders. The ‘insiders’ are a team of fashion influencers who use their personal social accounts to promote ASOS content and engage with their audience. This particular influencer marketing scheme is famous in the industry as it’s incredibly successful.

The influencers all have unique styles, ranging from 90s tomboy chic to over-sized LA vintage. There’s something for everyone, and it’s clear that these are all styles that the influencers are genuinely passionate about. Therefore, it’s easy for consumers to relate to these people and feel more invested in their lives.

Obviously, these influencers now have large followings, but they all started out as just regular folk posting on Instagram. They’re now present across multiple platforms and constantly growing their audience. The appeal is how normal these people are. Who would you rather listen to for a review? A multi-millionaire celebrity or someone who you’d probably bump into in your favourite store?

Another great user of micro-influencers is Glossier. The company has a great online presence, particularly on Instagram. There are two elements that it’s aced for influencer marketing: fashion micro-influencers and niche memers.

Firstly, it uses a lot of user-generated content and micro-influencers to promote its products. It recently launched a referral program to reward its most loyal and influential fans online, which is boosting its profile even further.

Glossier creator Emily Weiss said recently in an interview that something that motivated her team was the idea of ‘every woman being an influencer’. This can be seen on its Instagram where it frequently reposts and celebrates its followers who promote its products. The overlap between micro-influencers and user-generated content is growing, and it has created nothing but positivity for Glossier.

It has also cracked the niche meme market well, which is notorious for the number of micro-influencers it’s created. Niche memes are a unique style of online content, specifically found on Instagram, which are very personal and visual posts. They’re often in the style of mood boards or aesthetic posts, but they originally started as more of a scrapbook/visual diary-styled post for people to express themselves and talk about sensitive topics online.

The fact that these niche memes are so personal means that people often post about their favourite brands and shops, and this is where micro-influencers come in. Glossier has collaborated with a number of moodboard/niche meme accounts and given them discount codes to promote to their followers.

This was a great move on Glossier’s part, as niche meme followers are normally incredibly invested in the pages that they follow and trust the owner’s opinions much more than they’d trust a celebrity. A lot of brands have done this, but few have achieved the success rates and status that Glossier gained from this marketing move.

So, what does this mean for your business?

If you’re considering using influencers, it’s worth looking into micro-influencers. Take some time to research what pages are relatively popular on your chosen platform, or look into influencer platforms like Tribe or AspireIQ. Using a smaller but more targeted page can often lead to better results and a more positive reaction from your audience.

If you’re set on using a celebrity or someone with a huge following, think about the authenticity of your message. Would that person’s audience really like what you’re asking them to promote? If not, your brand is going to seem fake and untrustworthy. Try chatting with them for a while to find out more about their audience and previous sponsored content, to get a better feel for how you could work with them.

On a broader level, think about the authenticity of your brand’s advertising and marketing campaigns. Consider whether your audience is going to actually like your product and your message, or whether you’re just trying to reach as many people as possible. Modern consumers are intelligent, and they can spot a fake review or endorsement a mile away.

 

Thirty Seven is proud to offer a huge range of content creation and marketing services. Get in touch with us today to see how we could help your business.

Marketing

Social media trends

Aimee Hudson 3rd October 2017 — 6 mins read
A

nd with constant growth – 30 per cent of all time spent online is now allocated to social media interaction – the pace of that change is going to increase.

The good news is that the Thirty Seven crystal ball has been put to good effect and helped us identify the things you can expect to see much more of.

 

Ephemeral Content

This type of content is intriguing and one that can be quite hard to achieve successfully. It is where your followers see a short clip of content or an image for a matter of seconds before it disappears.

It is the format Snapchat was built upon.

However, more brands are exploring ephemeral content to provide a different side of the business for certain occasions.

For example, ephemeral content is great for giving an audience a sneak peek or a behind the scenes look of a product or event. Burberry used it to wide acclaim in 2015 to create an ad in real time.

Alternatively, it can be used for competitions and giveaways, interviews, holidays or a daily/weekly series.

The key to being successful with this form of content is to be human. It should be unpolished and light-hearted or, in other words, ‘flawed’.

 

Stories

Snapchat has, since pretty much the beginning, had a feature called ‘stories’ where users can publish snippets of what they’re doing out to everyone who follows them.

Within the last year or so Instagram and Facebook have copied this idea and interestingly, Instagram seems to have become the more popular platform for this feature with 100 million daily active viewers in 2016.

Many people and brands share snippets of their day and then add text, stickers, filters or emojis and publish it so anyone who follows their account can view it.

Since Facebook now owns Instagram it has also rolled out the feature to its own platform but with little success.

 

Live Video

There’s no doubt that live video is on the rise with more and more brands tapping into it and in 2018 it is expected to take centre stage. 

While there are many video streaming platforms – and LinkedIn is in the process of rolling out one to its users now - Facebook Live and Periscope appear to be the most popular.

Periscope, in 2016, stated that users watched 110 years of live video every day in the app and on New Year’s Eve Facebook Live reached a record-breaking number of users around the world.

Twitter and Instagram have also launched a live video platform within their apps, in Twitter’s case they now have a button to live stream via Periscope.

This feature is particularly useful to those who want to live stream an event, for example a product launch, to everyone who couldn’t be there. Q&A’s and a live video series are also opportunities to pick up on.

With new capabilities like 360-degree videos, there are new ways to engage an audience.

 

Artificial Intelligence

This is a fairly new feature for most social media brands but Snapchat has paved the way since the beginning with their variety of filters.

Powered by artificial intelligence the filters are known to be engaging and interactive. I mean have you seen how many selfies have dog ears over them now?

Due to its growing popularity, other platforms have adopted the feature in order to entice users.

Many companies are investing in artificial intelligence and creating new interesting ways to engage audiences.

It’s believed that artificial intelligence will drive social media in the coming year with some stating that it is essential for social media success. It is certainly something Apple has placed a lot of emphasis on while launching its new iPhone X.  For businesses, it’s a new way of opening doors to interact with customers, publish adverts and network.

 

Messaging Apps 

With more people spending more time online, social media companies are investing in instant messenger functionalities.

Facebook was the first to initiate this with the Facebook Messenger app. This allows people as well as brands to communicate globally for free.

Those aid customer service processes as they provide a faster and easier way for customers to get the assistance they need, compared to email or phone.

The hotel chain Hyatt utilises Facebook Messenger for 24-hour customer service so guests can make reservations or ask questions.

Many companies that don’t use social media messaging apps use similar technology which can be embedded into their websites.

 

Marketplace

E-commerce is becoming more prominent within social media platforms. With Facebook, Instagram and Twitter offering ways for users to buy products directly within their apps.

With one simple click, a user is taken to the company’s desired URL to either browse products or with the intention to buy.

The marketplace is powerful. In a recent survey, 56 per cent of consumers said they follow brands on social media to know when products are on sale and 31 per cent said they use social media to specifically look for new products to purchase.

Many people go on social media to interact with interesting content and are more likely to engage in posts that provide information to them rather than an advert e.g. gift ideas for your sister. Indirect advertising allows companies to reap more benefits.

Remarketing via adverts on social media is also known to increase sales for businesses and can be a very effective strategy when done well.

 

Mobile Advertising

If you haven’t started investing more into mobile advertising it’s about time you did. It’s wise to advertise across all social media platforms if possible and take advantage of the new features that come out.

In 2016, Facebook brought in $7 billion worth of social media ad revenues. Its algorithm ensures that a user’s friends and family’s content comes first so that the 75 per cent of brands that pay to promote adverts on Facebook will have to create appealing and engaging ads in order to capture the user’s attention first.

Twitter, on the other hand, has paid advertising features including videos, sponsored hashtag icons and stickers to provide users with a variety of ad options.

Interestingly, users said, in a recent survey, adverts on Instagram were more memorable compared to ads on Snapchat. However, Snapchat offers more appealing ad features like sponsored filters that are popular during film releases making them more likeable to users.

Overall, each platform runs a pay-to-play operation to make advertisers pay as much money as they can so they can get the results they want. For example, if you’re looking for conversions and have a budget of £50, Facebook will put this in front of only a select few people. But if your budget is £500 your ad will be placed in front of many more people who are likely to complete your desired conversion action.



Perhaps the biggest trend though, which seems set to continue, is that the four main channels continue to copy each other’s most popular features, as the ‘stories’ functionality shows. 

The social media platforms are becoming standardised with the only difference being which one your audience uses most.

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper.

Graham Jones
19th February 2018 - 5 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.