Emily Stonham
7th December 2018 - 5 mins read
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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

Writing skills you can steal from journalists

Adam Fisher 14th January 2019 — 6 mins read
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ut it is not just those in content marketing who face the pressure of having to write quality content on demand.

Journalists have to create attention grabbing-content every day.

So what skills can we steal from them to make our content better?

 

Keep it simple

One of the lessons I learned as a young journalist which really stuck with me was the need to keep my writing simple.

Good newspaper articles are concise, contain simple language and use basic sentence structures.

The simpler an article is to read the more people will be able to understand what it is saying. The average reading age of the UK population is generally considered to be around nine years.

And this is pertinent to content marketing.

All too often organisations inadvertently opt for content which creates barriers to comprehension and detracts from the message.

Let’s take something I saw from Lloyds Banks just before I settled down to write this blog. It was a quote in a document from chief executive Antonio Horta-Osorio.

It said: “Our differentiated, customer focussed business model continues to deliver with our multi brand, multi-channel approach, cost leadership, low risk positioning, investment capacity and execution capabilities positioning us well for sustainable success in a digital world.”

There is so much about that sentence I don’t like. But the key issue is that no matter how often I read it, it does not make sense. And that is a real problem. If people don’t understand the content you produce they won’t stick with it.

So lose the big words, keep the sentences tight.

 

Write how you talk

This follows on quite nicely from the importance of keeping writing simple, because one of the best ways to do that is to focus on using the same language you use when you speak.

If I’m struggling to write something I think about how I would say it.

The other benefit of this approach is that it creates a chatty, informal style and natural flow – something journalists strive for in their stories.

To help achieve this, grammar rules sometimes go out of the window. For example, sentences can often start with ‘and’.

 

Research

In many cases, for journalists, the writing is actually the shortest part of the process of putting a story together.

Reporters spend lots of time gathering, looking at and assessing the validity of information in search of a story. This could be sourcing facts and figures, studying data and interviewing experts.

The more research you put into your content the more it will tell your readers things they don’t already know.

And that is a crucial way of ensuring it will stand out from all the other content which is available. 

 

Interview

Here’s a question. How many blogs do you see which include comments from a real person? How many newspaper stories do you see that don’t feature people?

One of the key differences between content and newspaper stories is that the stories always feature people.

And people are predominantly brought into stories through interviews.

Whether it is people in your own organisation or key influencers in the sector, getting the views, opinions and personalities of other people into your content can offer your readers something strong and different, as well as breathe life and add fresh impetus into existing content ideas.

A journalist’s contacts book is something they rely on heavily. Look through your contacts and consider who you could interview for your content.

You can find out more about using interviews in your content in this earlier blog.

 

Human

The way we consume stories and content has changed. Newspaper sales are in decline and people increasingly rely on social media and the internet to find out what is going on in the world.

But despite this evolution there is a constant – people still want stories about other people.

Human interest stories remain as powerful as ever, which is why ‘how does this affect people?’ is still the phrase you will hear most often in a newsroom.

And it is a key in producing content which draws in readers and keeps them engaged.

 

Inverted pyramid

The inverted pyramid is a writing model used by journalists to show how stories should be structured so that they get the most attention.

Essentially it shows that the most newsworthy part should be at the beginning. So; who, what, where, when, why and how are the questions journalists will look to answer in their opening paragraphs.

The next stage of the inverted pyramid structure is the important details and supporting information, including quotes and statistics. And the pyramid base is the general and background information.

The beauty of this structure is its simplicity which ensures stories are easy to follow for readers. If people can’t follow what you are writing then they quickly lose interest.

The only change to this structure for a content marketing point of view is that the last part of the pyramid should include some form of a call to action.

 

Focus on what’s new

If you consider what makes something newsworthy, then timeliness or topicality would be one of the crucial components.

We want to know the latest news and the latest trends. We are not interested in a rehash of something we already know.

So, look to bring your readers something new. Perhaps some new insight or a new way of looking at things. Or look to use topics that people are currently talking about to show how your product or service could have made a difference.

 

Thesaurus

A thesaurus can be a valuable tool for a journalist, but it’s one that comes with a note of caution.

A good reporter will use it to avoid annoying repetition in their writing, by finding alternative words.

But it is crucial it is not used to find more complicated words to make your writing appear more intelligent.

As a content marketer you are writing to inform and generate interest. But that will not happen if the audience does not understand the words you use.

 

Edit

Always ask yourself whether you could say the same thing in your writing without using as many words.

Journalists look to make their copy as tight as possible and similarly, you should look to edit your own content without fear.

This doesn’t mean you should always produce short-form content. It is about ensuring the words you use are the most effective. For example, the word ‘very’ often isn’t needed. ‘Many’ is tighter than ‘a lot of’.

I don’t think I have ever seen a journalist read their writing aloud in the newsroom, but if you can find somewhere quiet this is a good tip. If you find yourself falling over your words and struggling for breath then you need to simplify and rework your sentences. 

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 a podcast or email marketing.

Adam Fisher
14th January 2019 - 6 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.