tag:econsultancy.com,2008:/topics/influencer-marketing Latest Influencer marketing content from Econsultancy 2017-01-16T14:14:50+00:00 tag:econsultancy.com,2008:BlogPost/68705 2017-01-16T14:14:50+00:00 2017-01-16T14:14:50+00:00 Why Oprah’s endorsement could be the key to success for Weight Watchers Nikki Gilliland <p>But is Oprah a unique case due to her super-stardom?</p> <p>Here’s some insight into why she (and big celebrity endorsements) could still be the key to success for Weight Watchers and other brands like it.</p> <h3>Brand challenges</h3> <p>Weight Watchers has had a tumultuous time over the past couple of years, with shares rising and falling sharply. In 2015, Oprah bought a 10% stake in the company, which sent investment rocketing. A year later, CEO James Chambers left, leading to renewed doubt over the brand’s declining membership.</p> <p>One of the brand’s biggest challenges has undoubtedly been competition from emerging areas within the health and fitness industry, such as apps and wearables with tracking technology.</p> <p>It’s been estimated that <a href="http://www.wareable.com/wearable-tech/how-many-apple-watches-sold-2016" target="_blank">36.7m FitBit trackers</a> have been sold since 2014 – an impressive figure when you compare it to Weight Watchers’ 1.4m active online subscribers.</p> <p>Of course, for Weight Watchers - a brand that is rooted in the emotion-driven diet industry rather than rationally-focused fitness sector – this kind of comparison is a fruitless exercise. That being said, reversing dwindling membership is undoubtedly a big aim, and this brings us to its renewed marketing efforts with Oprah front-and-centre in a series of new ads.</p> <h3>The personal factor</h3> <p>Part of the ‘Live Fully’ campaign, Weight Watchers rolled out two new ads in time for autumn and winter 2016, both featuring Oprah “revealing her own story”.</p> <p>In both, she is seen announcing the fact that she has lost 40 pounds on the plan, putting it down to a focus on ‘living well’ and not feeling deprived in the process.</p> <p><iframe src="https://www.youtube.com/embed/UNlaMUnOVUg?wmode=transparent" width="854" height="480"></iframe></p> <p>The campaign depicts losing weight in a healthy and positive way by highlighting the amount Weight Watchers members are allowed to eat rather than what is off-limits. And with the brand promoting such a positive and life-affirming attitude, there’s certainly an empowering feel to the ads.</p> <p>Though this style of marketing is well-worn ground for Weight Watchers, Oprah’s influence injects a fresh boost of authority, and in turn gives the campaign greater value. Unlike a celebrity that’s merely been paid to promote a product, Oprah’s involvement is rooted in both personal and professional reasons.</p> <p>Of course, cynics might say that her shares in the company are motivation enough to front a campaign, but with Oprah’s well-documented association with Weight Watchers in years previously, it would suggest her association is authentic.</p> <h3>Building consumer trust</h3> <p>For brands using high-profile personalities in marketing, this authenticity is key when it comes to instilling consumer confidence.</p> <p>While research suggests that a celebrity endorsement can lead to a <a href="http://www.forbes.com/sites/steveolenski/2016/07/20/how-brands-should-use-celebrities-for-endorsements/#77eb58cc5556" target="_blank">4% increase in immediate sales</a>, it is vital that it is seen as a genuine and natural reflection of their personality and values. </p> <p>Oprah, who is well-known for championing female empowerment, philanthropy and entrepreneurialism, therefore aligns with, not only the values of Weight Watchers, but also its core consumer.</p> <p>Likewise, with social media also allowing us greater insight into the daily lives of celebrities, it’s becoming easier to see through those who are disingenuous. </p> <p><img src="https://assets.econsultancy.com/images/0008/3054/oprah_insta.JPG" alt="" width="680" height="437"></p> <h3>Positive results</h3> <p>In the third quarter of last year, <a href="http://www.weightwatchersinternational.com/file/Index?KeyFile=36547514" target="_blank">Weight Watchers reported</a> that subscribers were up 10.1% compared with the same period in the year previous. </p> <p>Similarly, revenue was up 3% year-on-year to $281m. Overall, it looks as though Oprah’s ad campaign contributed to these positive results.</p> <p>With a revamp that cleverly aligns with the TV star’s female fanbase, Weight Watchers has proven that celebrity endorsement still offer value – as long as it is done with transparency and real authenticity. </p> <p><em><strong>To learn more about this topic, check out Econsultancy's <a href="https://econsultancy.com/reports/the-future-of-celebrity-marketing" target="_blank">Future of Celebrity Marketing</a> report.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68691 2017-01-11T11:37:38+00:00 2017-01-11T11:37:38+00:00 Why Iceland has replaced celebrities with micro-influencers Nikki Gilliland <p>In place of Andre and other (arguably) recognisable faces like Michael Buble and Stacy Solomon, the brand has introduced a campaign featuring real-life mums.</p> <p>Teaming up with YouTube community, Channel Mum, it now works with a number of vloggers to promote its products in a more ‘authentic’ fashion.</p> <p>So, why the move? Here’s a few reasons behind Iceland’s shift in marketing strategy.</p> <p><iframe src="https://www.youtube.com/embed/iQlZcEh4u4c?wmode=transparent" width="854" height="480"></iframe></p> <h3>Value of micro-influencers</h3> <p>Last year, Iceland’s boss, Malcolm Walker, reportedly labelled the supermarket’s association with celebrities as ‘brand damaging’ – a hint at the troubles of Iceland’s front-woman, Kerry Katona.</p> <p>While it's hard to say whether this has had a truly negative impact, what we <em>do</em> know for sure is that social media influencers have simultaneously risen in popularity.</p> <p>More specifically, we've begun to see a greater demand for micro-influencers.</p> <p>If you’re not familiar with the term, a <a href="https://econsultancy.com/blog/67807-is-micro-influencer-marketing-viable/" target="_blank">micro-influencer</a> is someone with anywhere between 500 to 10,000 followers on social media. With a smaller but more in-tune audience, many brands are recognising the power of working with them instead of top-tier influencers or celebrities.</p> <p>In fact, a recent <a href="http://markerly.com/blog/instagram-marketing-does-influencer-size-matter/" target="_blank">study by Markerly</a> proved that bigger doesn’t always mean better.</p> <p>From analysis of 800,000 Instagram users, with the majority having at least 1,000 followers, it found that the rate of engagement (in the form of likes and comments) decreases as the number of followers rises.</p> <p><img src="https://assets.econsultancy.com/images/0008/2930/Markerly.JPG" alt="" width="638" height="323"></p> <p>For brands like Iceland, it’s clear that micro-influencers offer a unique opportunity to tap into an existing and highly engaged audience.</p> <h3>Changing brand perceptions</h3> <p>Influencer marketing is based on honesty and authenticity. Instead of spinning brand-designed messages, the idea is that micro-influencers are natural advocates - either loyal customers in their own right or recently converted fans. </p> <p>Iceland has chosen to capitalise on this with Channel Mum, a medium-sized community, and an existing demographic that aligns with the supermarket’s own target audience.</p> <p>For its most recent Christmas campaign, it focused on changing brand perception, asking vloggers who had previously avoided the supermarket to re-consider their opinion.</p> <p><iframe src="https://www.youtube.com/embed/gaLG-sUO4RY?wmode=transparent" width="854" height="480"></iframe></p> <p>By inviting viewers into real-life homes, the vloggers are able to build a sense of authenticity and trust that is often missing from celebrity-driven marketing. </p> <p>With recent research showing that 35% of young mums are more likely to <a href="https://www.warc.com/LatestNews/News/Mums_turn_to_online_video.news?ID=36220" target="_blank">trust online videos</a> rather than traditional mediums, Iceland aims to win back former customers as well as lure in new ones with this upfront approach.</p> <p>While previous TV advertising was merely focused on ‘showing’ products, YouTube enables the 'tell' aspect - using honest opinions and relatable storytelling.</p> <h3>Cost effective campaign</h3> <p>For Iceland, the benefits of using micro-influencers does not just lie in immediate levels of engagement. With a direct and laser-focused approach to targeting, it can be a more cost-effective solution in the long run.</p> <p>Instead of using the medium of television to speak to a large audience – the majority of which may not be part of Iceland’s target demographic or even that interested in the food sector – the brand is able to tap into a smaller but far more attentive audience online.</p> <p>By creating an entire series for a single campaign, it's also able to reach customers on a regular basis.</p> <p><iframe src="https://www.youtube.com/embed/S-AFcg_4rl0?wmode=transparent" width="854" height="480"></iframe></p> <p>Lastly, with platform algorithms now favouring other factors <a href="http://blog.instagram.com/post/141107034797/160315-news" target="_blank">over chronological ordering,</a> micro-influencer content is more likely to be visible online.</p> <p>In turn, it’s also more likely to be shared, building on word-of-mouth recommendations from family and friends. </p> <h3>In conclusion...</h3> <p>Following on from its success with Channel Mum, Iceland has recently introduced dads into its online marketing campaign, planning 36 new videos from a male perspective.</p> <p>Proving the continued value of micro-influencers, Iceland is a great example of how to tap into and engage (and re-engage) a target market.</p> <p><em>For more on this topic, download these Econsultancy reports:</em></p> <ul> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/"><em>The Rise of Influencers</em></a></li> <li><a href="https://econsultancy.com/reports/the-voice-of-the-influencer/"><em>The Voice of the Influencer</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68676 2017-01-04T11:44:47+00:00 2017-01-04T11:44:47+00:00 10 important stats from Econsultancy's 2016 research Nikki Gilliland <h3>Agencies predict low growth rates for 2017</h3> <p>The <a href="https://www.econsultancy.com/reports/digital-agency-rate-card-survey-2016/">Digital Agency Rate Card Survey 2016</a> revealed that predicted year-on-year growth in the UK has reached an all-time low.</p> <p>From an online survey of 398 UK digital agencies, it found that the proportion of agencies expecting their businesses to grow by over 50% has more than halved in the last two years, going from 24% in 2014 to 11% in 2016.</p> <p>Meanwhile, agencies predicted that their daily rates will grow by an average of just 2% this year.</p> <p><img src="https://assets.econsultancy.com/images/0008/2738/Digital_Rate_Card_Survey.JPG" alt="" width="600" height="564"></p> <h3>Disparity between customer needs and marketer capabilities</h3> <p>Our <a href="https://econsultancy.com/reports/customer-recognition-how-marketing-is-failing-at-its-top-priority">Customer Recognition Report</a> highlighted how marketers are falling short on customer experience management due to a lack of digital capabilities.</p> <p>While up to 84% of marketers cite identifying users, personalizing messaging and measuring impact as “very important to growth,” only 10%-14% are able to deliver in these areas.</p> <p><img src="https://assets.econsultancy.com/images/0008/2739/Customer_Recognition.JPG" alt="" width="649" height="491"></p> <h3>60% of marketers lack a cooperative culture</h3> <p>In the <a href="https://econsultancy.com/reports/trends-and-priorities-in-the-media-and-entertainment-sector/">Trends and Priorities in the Media and Entertainment Sector</a> report, the biggest barriers for digital transformation were found to be organisational factors.</p> <p>59% of marketers said they lack a cooperative culture, while 49% said management is against investing in data and tech, and 46% said that boards fail to understand digital strategy.</p> <p><em><img src="https://assets.econsultancy.com/images/0008/2745/Trends_and_Priorities_Media.JPG" alt="" width="650" height="473"></em></p> <p><em>You can find out three further priorities for marketers <a href="https://econsultancy.com/blog/68129-four-urgent-priorities-for-marketers-in-media-entertainment" target="_blank">in this article</a><a href="https://econsultancy.com/reports/trends-and-priorities-in-the-media-and-entertainment-sector/" target="_blank">.</a></em></p> <h3>Companies to increase CRO budgets this year</h3> <p>In October, our <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/" target="_blank">Conversion Rate Optimization report</a> was released, looking at the strategies companies are using to improve conversion rates.</p> <p>With 52% of companies seeing a significant increase in sales from adopting a structured approach to data, research also found that over half of companies plan to increase their CRO budgets this year.</p> <p>This appears to be an effective strategy, with 73% of those who have already increased their budget seeing a marked improvement.</p> <p><img src="https://assets.econsultancy.com/images/0008/2742/CRO.JPG" alt="" width="650" height="470"></p> <h3>84% of influencer research is carried out manually</h3> <p>At the beginning of 2016, Econsultancy published the <a href="https://econsultancy.com/reports/the-rise-of-influencers/">Rise of Influencers report</a> in association with Fashion &amp; Beauty Monitor.</p> <p>Exploring the role influencers play in the fashion and beauty industries, it found that there are some big challenges for brands navigating this new marketing realm.</p> <p>According to the survey, finding the right influencer is one of the biggest tests, with 84% of research being carried out by manually searching platforms like Facebook and Twitter.</p> <p><img src="https://assets.econsultancy.com/images/0008/2743/Influencers.JPG" alt="" width="343" height="629"></p> <h3>74% of agencies are working with celebrities</h3> <p>The <a href="https://econsultancy.com/reports/the-future-of-celebrity-marketing/">Future of Celebrity Marketing report</a> further reflected the growing demand for both social media stars and high profile personalities.</p> <p>While 74% of agency respondents said that they are already working with celebrities, a further 12% said that they aim to embark on a celebrity endorsement within the next year.</p> <p><img src="https://assets.econsultancy.com/images/0008/2751/Celebrity_Marketing.JPG" alt="" width="650" height="419"></p> <h3>35% of organisations believe technology is key to understanding customers</h3> <p>At every level of maturity, organisations agree that having the right technologies for data collection and analysis is key to understanding customers.</p> <p>This statistic comes from the <a href="https://econsultancy.com/reports/secrets-of-elite-analytics-practices/" target="_blank">Secrets of Elite Analytics Practices</a> report, which also found that the more advanced the analytics capabilities, the more adept companies are at sharing knowledge between teams.</p> <p><img src="https://assets.econsultancy.com/images/0008/2744/Secrets_of_Analytics.JPG" alt="" width="637" height="587"></p> <h3>48% of organisations do not have a mobile strategy</h3> <p>Despite the fact most organisations agree that mobile deserves a strategic approach, last year's <a href="https://econsultancy.com/reports/digital-intelligence-briefing-taking-advantage-of-the-mobile-opportunity/">Digital Intelligence Briefing</a> found that nearly half are failing to put this into practice.</p> <p>The report explained how even the 20% that do have a well-defined mobile strategy are not making the most of customer analysis, proving the untapped potential of data.</p> <p><img src="https://assets.econsultancy.com/images/0008/2748/Digital_Briefing.JPG" alt="" width="650" height="536"></p> <h3>Email rated top for ROI</h3> <p>2016 marked the 10th anniversary of <a href="https://econsultancy.com/reports/email-census-2016/">Econsultancy's Email Marketing Industry Census</a>.</p> <p>In an online survey of 1,150 marketers in February and March, 73% of respondents ranked email marketing as 'excellent' or 'good' for ROI.</p> <p>Increasing from 66% in 2015, this meant that email marketing was ranked 9% higher than SEO (organic search).</p> <p><img src="https://assets.econsultancy.com/images/0008/2749/Email_marketing.JPG" alt="" width="640" height="544"></p> <h3>B2B marketers lack confidence in CX</h3> <p>Last May saw the release of the <a href="https://econsultancy.com/reports/the-tension-in-b2b-customer-experience-management/">Tension in B2B Customer Experience Management report</a>, highlighting how B2B organizations are improving the customer experience.</p> <p>Surprisingly, despite B2B companies realizing that they're being evaluated on the same level as consumer brands, just 16% believe customers rate their CX on a par with B2C.</p> <p>Internal silos and a lack of long-term strategy were reported to be just two of the reasons why.</p> <p><img src="https://assets.econsultancy.com/images/0008/2750/B2B_CX.JPG" alt="" width="690" height="574"></p> tag:econsultancy.com,2008:BlogPost/68662 2016-12-23T10:06:08+00:00 2016-12-23T10:06:08+00:00 10 festive digital marketing stats from this week Nikki Gilliland <p>Oh, and don’t forget to check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for lots more!</p> <p>Here goes nothing…</p> <h3>Second week in December generates more conversions for online retailers</h3> <p>New data from Qubit has revealed the trends impacting online retail this Christmas.</p> <p>From analysis of 74m visits to 120 UK and US online retailers, it found that the third and fourth of December was the most popular Christmas shopping weekend for consumers to visit online retailers.</p> <p>However, the 10th and 11th of December was more successful overall, with online retailers converting a smaller number of consumers for slightly higher levels of revenue. Despite there being 5.51% fewer visitors than the previous weekend, conversion rates were 10.36% higher, with 0.92% more revenue generated.</p> <h3>Half of UK Christmas shoppers looking for last-minute bargains</h3> <p>According to recent research by SAS, nearly half of British consumers joining the Christmas shopping rush this week will be holding out for bargains.</p> <p>Despite the biggest discounting weekend of the year, Black Friday and Cyber Monday, already being behind us, nearly a quarter of UK consumers will be leaving it until the last week before Christmas to buy gifts. </p> <p>What’s more, with 46% of shoppers citing the economy as having the biggest impact on how they will shop for gifts this year, nearly half will be on the look-out for last minute bargains.</p> <p><img src="https://assets.econsultancy.com/images/0008/2630/christmas_shopping.jpg" alt="" width="650" height="433"></p> <h3>The impact of ‘Smart Christmas’ for marketers</h3> <p>Based on this year’s Black Friday sales, the Chartered Institute of Marketing has predicted that smart devices – e.g. health devices and virtual reality – will be the top selling gifts this Christmas.</p> <p>However, it has also indicated that while this presents opportunity for marketers in 2017 – it could also pose problems.</p> <p>When it comes to health devices, the CIM suggest that brands need to be wary of data handling, as 57% of consumers do not trust organisations to use their data responsibly.</p> <p>Similarly, despite the growing popularity of virtual reality – and the Oculus headset set to be a popular gifting option – marketers need to consider whether or not virtual reality is truly an appropriate way to engage customers, or whether they are just jumping on the bandwagon.</p> <h3>Nearly a third of influencers regularly promote charities</h3> <p>According to new data from Buzzoole, social media influencers are challenging the perception of younger generations by regularly supporting charities.</p> <p>It found that 28% of social media influencers regularly support charities on their channels, with 74% saying that raising awareness of the causes they care about was a key priority for them. Likewise, 87% said sharing their own personal experiences is important, while 61% agreed that helping people is a big factor in what they do.</p> <p>Children’s and cancer charities are the most popular charities to talk about, with 19% and 21% of influencers citing these respectively.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thank you <a href="https://twitter.com/Zoella">@Zoella</a> &amp; <a href="https://twitter.com/PointlessBlog">@PointlessBlog</a> for granting 5wishes yesterday &amp; to <a href="https://twitter.com/lolascupcakes">@lolascupcakes</a> for the fab cupcake workshop! <a href="https://t.co/s04ZeyA2qY">pic.twitter.com/s04ZeyA2qY</a></p> — Rays of Sunshine (@RaysofSunshine) <a href="https://twitter.com/RaysofSunshine/status/720207773586321408">April 13, 2016</a> </blockquote> <h3>Period between Christmas and New Year predicted for peer-to-peer shopping surge </h3> <p>Unwanted gifts are set to power a surge in online shopping between Christmas and New Year, according to new data released by eBay Advertising.</p> <p>In 2015, consumers were looking to snap up a bargain as early as Christmas Day, with “unwanted christmas present” being the most searched for item on eBay, dropping no lower than number two until 9pm that evening. </p> <p>If that is anything to go by, 2016 looks set to provide a similar opportunity for disappointed folk.</p> <h3>Amazon is the most valuable retail brand in the world</h3> <p>In a report on the <a href="http://www.kantarretail.com/brandz-top-25-most-valuable-global-retail-brands-20162017/">top 25 most valuable retail brands</a> in the world, BrandZ’s has named Amazon as the number one.</p> <p>With an estimated value of $98.98bn, the online retailer’s brand value has gone up by 59% year-on-year, outperforming others like Alibaba, Home Depot and Walmart.</p> <p>Though the list mainly features US brands, UK retailers Tesco and Marks &amp; Spencers were featured, coming in at numbers 15 and 24 respectively.</p> <p><img src="https://assets.econsultancy.com/images/0008/2628/Tesco.JPG" alt="" width="250" height="369"> <img src="https://assets.econsultancy.com/images/0008/2629/M_S.JPG" alt="" width="250" height="368"></p> <h3>53% of consumers happy to interact with brands on messaging apps</h3> <p>In a poll of 2,000 consumers in the UK and France, Kenshoo found that just over half are open to interacting with brands on Whatsapp and Facebook Messenger – as long as they can block brands they are not interested in.</p> <p>The study found that 51% of app users see messaging as faster and more immediate than email interactions, while 48% feel it is less hassle than speaking to a company on the phone.</p> <p>Another advantage of brands using messaging apps could be convenience for joint purchases, with 15% of consumers liking the idea of a group interaction to discuss travel research, for example.</p> <p>Similarly, finding information quickly is also a positive, with 33% liking the fact that messaging apps retain conversations, meaning there is no need to search through previous emails or notes from telephone calls.</p> <p><img src="https://assets.econsultancy.com/images/0008/2625/Most_used_apps.JPG" alt="" width="571" height="464"></p> <p><em>(Most used apps)</em></p> <h3>Black Friday results in growth rate of 22.9% in Novemeber YoY </h3> <p>The latest figures from the IMRG Capgemini eRetail Sales Index have revealed how retailers slashed prices throughout Black Friday weekend.</p> <p>The category which saw the sharpest drop in prices was electricals, with the average basket value falling to £119 in November – a decrease of 18.5% on the previous month and 22.7% from November 2015.</p> <p>Average basket values decreased in all sectors from the previous month, apart from home &amp; garden, resulting in a year-on-year growth rate of 22.9% in November.</p> <h3>Boohoo is the top brand for Facebook Live video in 2016</h3> <p>With <a href="https://econsultancy.com/blog/68640-why-live-video-was-the-biggest-social-trend-of-2016">live streaming truly taking off in 2016</a>, Socialbakers has rounded up the brands whose Facebook Live videos performed the best.</p> <p>With 313,282 interactions, Boohoo’s black Friday giveaway comes in at the top spot, followed by the Body Coach’s Live Hiit, which generated 22,303 interactions.</p> <p>Here is the top five:</p> <ol> <li>Boohoo.com – <a href="https://www.facebook.com/boohoo.com/videos/1442411715776720/" target="_blank">Live Black Friday give away</a> (313,282 interactions)</li> <li>The Body Coach – <a href="https://www.facebook.com/JoeWicksTheBodyCoach/videos/1064153536991915/">Live Hiit</a> (22,303 interactions)</li> <li>Xbox UK – <a href="https://www.facebook.com/xboxuk/videos/10153935439346344/">Forza Horizon 3</a> (18,554 interactions)</li> <li>Oh Polly – <a href="https://www.facebook.com/ohpollyfashion/videos/927381400731700/">Online competition</a> (11,345 interactions)</li> <li>Chain Reaction Cycles – <a href="https://www.facebook.com/ChainReactionCycles/videos/10154549688487359/">Online competition</a>: Unior toolkit (9,343 interactions)</li> </ol> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fboohoo.com%2Fvideos%2F1442411715776720%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Online searches for cocktails peak on Christmas Day and NYE </h3> <p>According to Equimedia, drinks and spirits brands should be doing more to capitalise on search interest in the run up to Christmas.</p> <p>From research of 39 separate cocktail types categorised by their main spirit ingredient, it found that searches for cocktail recipes are at their peak on Christmas Day and New Year’s Eve.</p> <p>However, with conversions unlikely at this point, brands should be engaging consumers as interest ramps up throughout the festive period – with the aim of inspiring them to stock up in advance.</p> <p>Equimedia has also highlighted the dominance of major brands, with Smirnoff Vodka outranking all other types of vodka, and Jack Daniels doing the same for whiskey. Despite this, the rise in popularity of artisan gin shows there is opportunity for smaller brands, with Sipsmith now within striking distance of Gordons Gin as the most-searched for in the cateogory.</p> tag:econsultancy.com,2008:BlogPost/68608 2016-12-08T14:46:00+00:00 2016-12-08T14:46:00+00:00 Could L’Oréal’s ‘Beauty Squad’ mark a shift for influencer marketing? Nikki Gilliland <p><img src="https://assets.econsultancy.com/images/0008/2130/Google_Trends_Influencers.JPG" alt="" width="760" height="240"></p> <p>With the launch of its ‘Beauty Squad’ initiative, the cosmetics giant is hoping to “craft a different type of relationship” with influencers. </p> <p>Here’s a bit more on the collaboration and why it could mark a shift within the world of influencer marketing.</p> <h3>What is the ‘Beauty Squad?’</h3> <p>The Beauty Squad is made up of five of the UK’s most influential beauty bloggers, including Patricia Bright, Emily Canham, Kaushal, Ruth Crilly and Victoria Magrath. </p> <p>Together, they have a combined reach of more than 5m viewers on YouTube as well as a mammoth following on various other social media channels.</p> <p>Victoria Magrath, also known as ‘IntheFrow’, has over 730,000 followers on her Instagram account alone.</p> <p><img src="https://assets.econsultancy.com/images/0008/2131/InTheFrow.JPG" alt="" width="600" height="409"></p> <p>The idea is that the Beauty Squad will be brand ambassadors for L’Oréal, creating digital content to promote awareness and drive engagement around new products.  </p> <p>This will apparently include behind-the-scenes videos of big events, product reviews, and tips and tutorials.</p> <p>Following on from its #YoursTruly campaign earlier this year, and a change of tagline to ‘Because We Are <em>All</em> Worth It’, the Beauty Squad appears to be a continuation of L’Oréal's efforts to become a more inclusive brand.</p> <p>Incorporating a variety of ages, ethnicities and styles into its marketing mix - a focus on diversity is evident.</p> <p><iframe src="https://www.youtube.com/embed/6uV9YYLJ8f4?wmode=transparent" width="854" height="480"></iframe></p> <h3>Why is it different to other influencer campaigns?</h3> <p>It’s not unusual for <a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">beauty brands to work with social media influencers</a>, however it is more uncommon to work with more than one or two at the same time.</p> <p>It begs the question - why didn’t L’Oreal go for Zoella and her 11m subscribers rather than the Beauty Squad and their combined 5m?</p> <p>According to the brand, it’s all about creating a sense of authenticity, and combatting the disingenuous nature of some sponsored campaigns.</p> <p>While they might not have the biggest reach, the members of the Beauty Squad are well known for their knowledge and expertise in a particular field.</p> <p>Each one has been chosen to represent a specific category such as ‘skincare’ or ‘hair’. </p> <p><img src="https://assets.econsultancy.com/images/0008/2133/Ruth_Crilly.JPG" alt="" width="600" height="525"></p> <p>As well as drawing on this level of knowledge and passion, L’Oreal also maintains that the collaboration will result in the critique and evolution of its products.</p> <p>Instead of merely promoting the brand, influencers are said to be part of an ‘open discussion’ – with the freedom to honestly review products as well as speak about other brands.</p> <p>Whether we will see real evidence of this is unlikely, however it’s definitely nice to hear a big brand take this perspective. </p> <p>Furthermore, the collaboration is also part of L’Oreal’s aim to forge long-term relationships with influencers, rather than using one-off posts or short-term campaigns.</p> <p>Interestingly, Econsultancy’s <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">Voice of the Influencer</a> report found one-off sponsored posts to be the most common generator of income for social media personalities.</p> <p><img src="https://assets.econsultancy.com/images/0008/2134/Voice_of_Influencer.JPG" alt="" width="350" height="725"></p> <p>However, with 67% saying authenticity is a critical attribute for building influence, the monetary value is at odds with what it takes to generate real success.</p> <h3>Will consumers respond?</h3> <p>With the likes of Adidas coming under fire for social media mishaps – consumers are becoming wise to influencers being used for mere monetary gain.</p> <p><img src="https://assets.econsultancy.com/images/0008/2136/Naomi_Campbell_fail.JPG" alt="" width="550" height="661"></p> <p><em>(Naomi's original caption read: "Naomi, so nice to see you in good spirits!!! Could you put something like: Thanks to my friend @gary.aspden and all at adidas - loving these adidas 350 SPZL from the adidas Spezial range. @adidasoriginals")</em></p> <p>So, even the decision to announce ‘Beauty Squad’ marks a shift towards being more transparent.</p> <p>By highlighting from the start how L’Oreal plans to build a relationship with influencers, it creates an immediate sense of trust with consumers.</p> <p>Beauty Squad is also a good reflection of the changing habits of beauty shoppers.</p> <p>With millennials in particular turning to social media for tips, recommendations and advice - Instagram and YouTube are often the first port of call before any purchase.</p> <p>By working with highly visible and influential voices in these spaces, L’Oreal's chances of engaging with its core consumer is immediately increased.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Presents for teen girls. I tried. I REALLY tried. I want most of the stuff myself... <a href="https://t.co/Azih6Ojrnx">https://t.co/Azih6Ojrnx</a> via <a href="https://twitter.com/modelrecommends">@modelrecommends</a></p> — Ruth Crilly (@modelrecommends) <a href="https://twitter.com/modelrecommends/status/805317144820981762">December 4, 2016</a> </blockquote> <h3>How can other brands learn from it?</h3> <p>Micro-influencers are people with a social reach of anywhere between 500 and 10,000.</p> <p>With a much bigger audience, the Beauty Squad certainly do not fall under this bracket, especially when combined.</p> <p>However, the collaboration with L’Oréal still reflects a growing trend for smaller yet more authentic partnerships.</p> <p>In fact, <a href="http://markerly.com/blog/instagram-marketing-does-influencer-size-matter/">a recent study found</a> that as an influencer’s Instagram following increases, the rate of engagement rapidly decreases.</p> <p><img src="https://assets.econsultancy.com/images/0008/2137/Markerly.JPG" alt="" width="630" height="249"></p> <p>So, somewhere in between the everyday user and the social media superstar is the ‘sweet spot’ – an influencer who is able to better reach a more tailored audience through genuine storytelling.</p> <p>Essentially, this looks to be L’Oréal’s aim, albeit on a slightly bigger scale.</p> <p>For other brands, it could also be a great example to follow, and perhaps the most effective way of approaching influencer marketing in 2017.</p> <p><em><strong>For more on this topic, download the <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">Voice of the Influencer report</a>. </strong></em></p> <p><em><strong>Or, improve your knowledge with the </strong></em><strong><em>Fashion &amp; Beauty Monitor <a href="https://econsultancy.com/training/courses/fashion-beauty-monitor-social-media-and-online-pr/" target="_blank">Social Media and Online PR Training course</a>.</em></strong></p> tag:econsultancy.com,2008:BlogPost/68566 2016-11-29T10:43:36+00:00 2016-11-29T10:43:36+00:00 What are the most effective channels for influencer marketing? Nikki Gilliland <p>As the below tweet from high-profile influencer, Tanya Burr, shows - it's no longer a case of the more the better.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Which would you guys prefer I do as I struggle to keep up with both...</p> — Tanya Burr (@TanyaBurr) <a href="https://twitter.com/TanyaBurr/status/801766777759891456">November 24, 2016</a> </blockquote> <p>Here are a few key takeaways from Econsultancy’s Voice of the Influencer report, in association with Fashion and Beauty Monitor, highlighting where influencers are choosing to focus and why.</p> <h3>Instagram is key for fashion and beauty influencers</h3> <p>Now reaching the 500m user milestone, Instagram has seen phenomenal growth over the past few years.</p> <p>Unsurprisingly, it is now seen as the most influential channel, specifically for influencers within the fashion and beauty industries.</p> <p>While it is one of the least established, with just 16% of respondents saying they’ve been active on it for five years, 74% say it is the most important.</p> <p>With its high-impact visual nature, it is loved by brands looking to create ready-made sharable 'moments'.</p> <p><img src="https://assets.econsultancy.com/images/0008/1785/Influential_platforms.JPG" alt="" width="398" height="746"></p> <h3>Pressure to expand video channels</h3> <p>Despite just 16% of the influencers in our study citing YouTube as their most influential channel, it is interesting to note that channels with video functionality are rising in importance.</p> <p>With the introduction of <a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/" target="_blank">Instagram Stories</a> and the continued popularity of Snapchat and Facebook Video, we can see that this medium is becoming a bigger focus.</p> <p>Consequently, many of the influencers surveyed in the report cited a pressure to expand in this area.</p> <p><img src="https://assets.econsultancy.com/images/0008/1790/Expert_View.JPG" alt="" width="389" height="408"></p> <h3>Sponsored posts are the most common method of getting paid</h3> <p>When it comes to getting paid, sponsored blogs or posts were cited as the most common activities for producing monetary returns.</p> <p>Interestingly, this contradicts findings from our <a href="https://econsultancy.com/reports/the-rise-of-influencers" target="_blank">Rise of Influencers</a> report published earlier this year, whereby brands cited content promotion and distribution as having the biggest earning potential.</p> <p>However, 69% of brands agreed that sponsored posts are “critical” or “very important”.</p> <p>With sponsored posts being particularly profitable for influencers with a 'small but strong and emerging social media following' as well as a 'strong online network with a wide audience and high reach' - this type of activity appears to be popular across the board.</p> <p><img src="https://assets.econsultancy.com/images/0008/1788/Monetary_Returns.JPG" alt="" width="600" height="710"></p> <h3>Email is most effective for communication between influencers and brands</h3> <p>Lastly, what about the channels that are most effective for creating and strengthening partnerships?</p> <p>This appears to be email, with 83% of influencers citing this as the most oft-used channel for communication.</p> <p>On the other end of the scale, agents and publicists are the least common, used by just 17%.</p> <p>With a desire for autonomy and control over their own image, many influencers are shunning third-party input. </p> <p><img src="https://assets.econsultancy.com/images/0008/1789/Email.JPG" alt="" width="344" height="690"></p> <p><strong>For lots more information on this topic, download <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">The Voice of the Influencer Report</a> in full.</strong></p> <p><em>Further reading:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them/" target="_blank">What are influencers and how do you find them?</a></em></li> <li><em><a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">Seven ways social media is shaping the beauty industry</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68556 2016-11-24T12:51:55+00:00 2016-11-24T12:51:55+00:00 Eight of the best booze brands on social media Nikki Gilliland <p>So, how do alcohol brands promote their products responsibly on social?</p> <p>Here’s a few examples of those doing it well.</p> <h3>Kronenbourg</h3> <p>One approach for alcohol brands is to divert attention away from the product or the pursuit of drinking itself.</p> <p>Kronenbourg beer is one brand that does this, using social media to promote fun and creative <a href="https://econsultancy.com/blog/67007-10-big-trends-happening-in-social-video/" target="_blank">video content</a>.</p> <p>The #LeBigSwim is probably its most famous example.</p> <p>Starring Eric Cantona, the campaign saw the footballer promising to swim the English Channel if 10,000 people declared Kronenbourg to be the supreme beer. </p> <p>It garnered a huge response on Twitter, with a reported 2.5m engagements and an earned reach of 66.3m.</p> <p>By giving consumers a purpose, asking them to actively respond and engage, it is a far more effective strategy than passive advertising.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Announcement très important. Cantona to swim the Channel. Will you support Eric? <a href="https://twitter.com/hashtag/LeBigSwim?src=hash">#LeBigSwim</a><a href="https://t.co/PZGErCXzZF">https://t.co/PZGErCXzZF</a></p> — Kronenbourg 1664 (@Kronenbourg1664) <a href="https://twitter.com/Kronenbourg1664/status/616566869420421125">July 2, 2015</a> </blockquote> <h3>Moët &amp; Chandon</h3> <p>Not all alcohol brands can rely on humour - especially those that are luxury or high-end.</p> <p>Instead, many choose to focus on legacy and long-standing tradition, like French winery Moët &amp; Chandon.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Finer bubbles, finer champagne – our definition of exquisite taste. For 275 years we’ve only settled for perfection <a href="https://twitter.com/hashtag/OPENTHENOW?src=hash">#OPENTHENOW</a> <a href="https://t.co/16qJDR6PuT">pic.twitter.com/16qJDR6PuT</a></p> — Moët &amp; Chandon UK (@Moet_UK) <a href="https://twitter.com/Moet_UK/status/798888355597422592">November 16, 2016</a> </blockquote> <p>Unnafraid to go all out on social, it recognises the fact that its niche audience love the brand for its opulence and decadence. </p> <p>Its Instagram channel in particular shows this off to great effect, confidently showcasing the product in an array of stunning and aspirational settings. </p> <h3>Patrón</h3> <p>Tequila brand Patrón is another ultra-premium brand, however its presence on social is built around giving users access to its exclusive world.</p> <p>Last year, it used Oculus Rift technology to create 'The Art of Patrón' <a href="https://econsultancy.com/blog/67834-why-virtual-reality-is-the-ultimate-storytelling-tool-for-marketers/" target="_blank">virtual reallity experience</a>.</p> <p>Giving viewers a behind the scenes look at its Hacienda Patrón distillery in Jalisco, Mexico, it shows in intricate detail how tequila is made.</p> <p>Generating excitment through innovative technology, it is a great example of content that users will want to share with their friends on social.</p> <p>Similarly, it also shows why the brand has gone from a non-existent digital presence to one of the best in the business.</p> <p><iframe src="https://www.youtube.com/embed/s-lAI0GbufQ?wmode=transparent" width="854" height="480"></iframe></p> <h3>Jack Daniels</h3> <p>While large campaigns and video ads can generate engagement, traditional social media practices like one-to-one conversations are also worthwhile - particularly when it comes to fostering customer loyalty.</p> <p>Jack Daniels is a brand that consistently does this, replying to the majority of comments on its Facebook page.</p> <p>By instilling this confidence in fans on social, it naturally generates a lot of user generated content, with many people posting their own recipes in response.</p> <p>This demonstrates how even the biggest brands can create their own mini-communities on hubs and social platforms.</p> <p><img src="https://assets.econsultancy.com/images/0008/1711/Jack_Daniels.JPG" alt="" width="451" height="788"></p> <h3>Stoli Vodka</h3> <p>Stoli, or Stolichnaya, is a vodka brand that cleverly disrupts the stereotypes associated with its product.</p> <p>Using the hashtag #DrinkWhatYouWant to promote the related advert on Twitter, it aims to show men that it's OK to drink fruit-based cocktails.</p> <p>While it's certainly not the best or funniest advert around, it is still a good example of how to market to a specific audience.</p> <p><iframe src="https://www.youtube.com/embed/F4VdkVvg4fQ?wmode=transparent" width="854" height="480"></iframe></p> <p>Continuing its targeting of men, the brand also uses hashtags like #cocktailgating on Twitter, drawing on interest and excitement in the American football season to further its reach.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Looking to elevate your tailgating game? Try <a href="https://twitter.com/hashtag/cocktailgating?src=hash">#cocktailgating</a>. <a href="https://twitter.com/hashtag/Stolicocktailgating?src=hash">#Stolicocktailgating</a> <a href="https://t.co/XAXZLx9L9W">pic.twitter.com/XAXZLx9L9W</a></p> — Stolichnaya Vodka (@Stoli) <a href="https://twitter.com/Stoli/status/784061090116333568">October 6, 2016</a> </blockquote> <h3>Carlsberg</h3> <p>Another brand that typically targets men, Carlsberg is <a href="https://econsultancy.com/blog/67373-carlsberg-probably-the-best-content-strategy-in-2015/" target="_blank">well-known for its fun and innovative content strategy</a>.</p> <p>This extends to social too, where the brand is well adept at keeping followers engaged and interested long-term.</p> <p>One of the ways it does this on Twitter is through its short, snappy and varied feed - mostly ensuring that users do not need to click away to consume content.</p> <p>Using Twitter cards and native video to hold attention, it means fans can enjoy its recognisable style of content while scrolling through social media.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Enjoy your Carlsberg without the Car. <a href="https://twitter.com/hashtag/GlobalBeerResponsibilityDay?src=hash">#GlobalBeerResponsibilityDay</a>. <a href="https://twitter.com/hashtag/CheersResponsibly?src=hash">#CheersResponsibly</a> <a href="https://t.co/mxTPbCH1jB">https://t.co/mxTPbCH1jB</a> <a href="https://t.co/xsnZvXTfut">pic.twitter.com/xsnZvXTfut</a></p> — Carlsberg (@carlsberg) <a href="https://twitter.com/carlsberg/status/776789373757038592">September 16, 2016</a> </blockquote> <p>Likewise, Carlsberg is also very confident in what its consumers want, regularly retweeting posts from sponsors and other related channels.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Watch the best <a href="https://twitter.com/hashtag/EURO2016?src=hash">#EURO2016</a> semi-final goals and vote for your favourite: <a href="https://t.co/pV7h5YXA8h">https://t.co/pV7h5YXA8h</a> <a href="https://t.co/7ZQxCfuDIB">pic.twitter.com/7ZQxCfuDIB</a></p> — UEFA EURO (@UEFAEURO) <a href="https://twitter.com/UEFAEURO/status/751712161672691712">July 9, 2016</a> </blockquote> <h3>Johnnie Walker</h3> <p>Johnnie Walker is a brand that promotes a lifestyle rather than just its product.</p> <p>Recognising the power of experiences over purchases, its presence on social mainly promotes its #KeepWalking campaign - built on the notions of progress and the fight against adversity.</p> <p>While it all sounds rather worthy coming from a whisky brand, it is shrewd in how it uses the influence of others to promote its core message.</p> <p>Building on the tagline of 'Let Joy Push You On', it partners with people like Romi Garduce, a passionate mountaineer with a loyal following on Instagram.</p> <p><img src="https://assets.econsultancy.com/images/0008/1712/Johnnie_Walker.JPG" alt="" width="780" height="329"></p> <p>Working with other influencers such as Jude Law and artist Arran Greggory, the brand effectively draws on larger themes to inspire and empower its audience.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Congratulations, Lesvos, for the Nobel Peace Prize nomination. It’s well deserved. See the story at: <a href="https://t.co/Y1DuGujnjM">https://t.co/Y1DuGujnjM</a> <a href="https://twitter.com/hashtag/KeepWalking?src=hash">#KeepWalking</a> <a href="https://t.co/S6xuTfjbPg">pic.twitter.com/S6xuTfjbPg</a></p> — Johnnie Walker (@johnniewalker_) <a href="https://twitter.com/johnniewalker_/status/783275504589615104">October 4, 2016</a> </blockquote> <h3>Rekorderlig</h3> <p>Lastly, Rekorderlig is a great example of how to capitalise on real-time events and pop culture references to <a href="https://econsultancy.com/blog/67822-four-great-examples-of-marketing-to-millennials/" target="_blank">draw in a millennial crowd</a>.</p> <p>Newsjacking is always a tricky tactic, however, the cider brand tends to err on the side of caution with a lighter approach.</p> <p>Using hashtags related to everything from the Great British Bake Off to the Olympics, it strives to stay relevant.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Anyone for a Rekorderlig Strawberry-Lime cupcake? <a href="https://twitter.com/hashtag/NationalCupcakeWeek?src=hash">#NationalCupcakeWeek</a> <a href="https://twitter.com/hashtag/GBBO?src=hash">#GBBO</a> <a href="https://t.co/aYhpSAYm7G">pic.twitter.com/aYhpSAYm7G</a></p> — Rekorderlig Cider (@rekorderlig) <a href="https://twitter.com/rekorderlig/status/778662583276568576">September 21, 2016</a> </blockquote> <p>As well as Twitter, its Instagram presence is also well-executed, used to generate excitement around seasonal events like its winter pop-up bar.</p> <p><img src="https://assets.econsultancy.com/images/0008/1713/Rekorderlig.JPG" alt="" width="750" height="469"></p> tag:econsultancy.com,2008:BlogPost/68554 2016-11-23T11:00:00+00:00 2016-11-23T11:00:00+00:00 How retailers are targeting Generation Z Nikki Gilliland <p>A <a href="http://www.shoppercentric.co.uk/trends" target="_blank">new report by Shoppercentric</a> suggests that Generation Z – those between the ages of 15 to 24 – are set to shape the future of retail. </p> <p>So, move aside millennials, here’s a closer look at how this ‘communicative, confident and complex’ consumer shops - as well as a few ways retailers are targeting them.  </p> <h3>Social media scanning</h3> <p>Unlike older generations who have gradually incorporated social media into their lives, Generation Z has grown up digitally-savvy.</p> <p>The prevalance of smartphones means that social is intrinsic to the way this age group shops.</p> <p>According to the Shoppercentric's research, 50% of Generation Z use Instagram, compared with 17% of older shoppers. 41% of these Generation Z Instagrammers also regularly use the network to contact retailers.</p> <p><img src="https://assets.econsultancy.com/images/0008/1693/Digital_DNA.JPG" alt="" width="294" height="544"></p> <p>Instead of viewing social media solely as a way to keep in touch with friends and family, many young people don’t think twice about engaging with a brand online.</p> <p>A retailer like ASOS is incredibly clever in how it capitalises on this.</p> <p>With a <a href="https://econsultancy.com/blog/62038-how-asos-uses-facebook-twitter-pinterest-and-google/" target="_blank">heavy presence on all social channels</a> – and specifically those with a teenage user-base like YouTube and Tumblr – it is highly visible to the eyes of young users.</p> <p><img src="https://assets.econsultancy.com/images/0008/1684/ASOS_tumblr.JPG" alt="" width="600" height="526"></p> <p>Alongside their 'always on' nature, this also taps into the way Gen Z views shopping as a fun activity as opposed to a necessity.</p> <p>With 62% of young people agreeing that online shopping is a great way to prevent boredom – ASOS knows that if they're 'always on', they're always open to buying.</p> <h3>Inspirational browsing</h3> <p>Today, one in two young consumers (53%) agree that smartphones enable them to get better information to help them buy in-store.</p> <p>While spontaneous buying is also prevalent, this type of considered and thoughtful shopping is becoming all the more common, with younger shoppers typically searching online to gain inspiration.</p> <p>Likewise, having been around to witness the 2008 recession, Gen Z are also unafraid to shop around for the best price as well as the best quality product.</p> <p>Essentially, they are said to be much more open and inquisitive – responding to retailers that are able to validate their choices and instil confidence.</p> <p>Missguided is one brand that appears to do this well.</p> <p>Again, it <a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review/" target="_blank">uses mobile</a> and social media to ensure it is present in the spaces that young shoppers spend their spare time, but more specifically, Missguided encourages user generated content to inspire purchases.</p> <p>Its blog regularly features other bloggers and social influencers, promoting how they shop and style Missguided.</p> <p>Combining <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/" target="_blank">social proof</a> with editorial inspiration - the brand is a great example of how to use online content to engage a target market.</p> <p><img src="https://assets.econsultancy.com/images/0008/1686/Missguided.JPG" alt="" width="500" height="764"></p> <h3>Shopping with a social conscience </h3> <p>One of the most striking statistics from Shoppercentric’s report is that fewer than one in five of Generation Z feel that retailers <em>don’t</em> think they are important – compared to one in three of the general population.</p> <p><img src="https://assets.econsultancy.com/images/0008/1694/Gen_Z.JPG" alt="" width="750" height="363"></p> <p>This shows that younger generations recognise their own value, and in turn, have higher expectations when it comes to how they are treated by brands.</p> <p>Alongside this confidence, Generation Z is increasingly empowered when it comes to social matters.</p> <p>23% strongly agree that “we can make a difference to our future” – and this is reflected in how many companies are beginning to focus on social good.</p> <p>Lush is one retailer that is typically loved by a younger generation, having <a href="https://econsultancy.com/blog/67953-how-lush-cosmetics-uses-word-of-mouth-marketing/" target="_blank">built upon its cult status</a> in YouTube haul videos and blogger reviews.</p> <p><iframe src="https://www.youtube.com/embed/n3dcxsTY9eU?wmode=transparent" width="854" height="480"></iframe></p> <p>It also happens to be one of the most ethically-aware brands out there, only using fair-trade ingredients and setting up a number of charitable initiatives. </p> <p>Nicely combining this with a decent <a href="https://econsultancy.com/blog/68308-four-things-to-appreciate-about-lush-s-new-app/" target="_blank">digital presence on mobile</a>, Snapchat and Twitter - Lush ensures its young audience is well aware of its stance on important issues.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Pod goals Margaux and Liz from <a href="https://twitter.com/MC_org">@MC_org</a> have made ending the captivity of dolphins and whales their lives' work: <a href="https://t.co/eMSAuPcfu0">https://t.co/eMSAuPcfu0</a></p> — LUSH Cosmetics UK (@LushLtd) <a href="https://twitter.com/LushLtd/status/781448723989692416">September 29, 2016</a> </blockquote> <h3>Looking for brand-led experiences</h3> <p>Generation Z are said to shop in-store an average of seven or eight times a month.</p> <p>In contrast to older generations, shopping is also seen as more of a social activity than anything else. </p> <p>Consequently, retailers are beginning to focus on the in-store experience in order to meet this demand for fun and immersive shopping.</p> <p>MAC make-up is one example of a brand to do this, designing stores that are specifically tailored to younger consumers.</p> <p>Instead of focusing on sales or transactional elements, MAC’s youth-targeted stores are designed to be spaces that teens want to hang out in.</p> <p>With dedicated hubs for make-up testing, taking selfies and generally spending time in-store – it encourages shoppers to linger and become immersed in the MAC world.</p> <p><img src="https://assets.econsultancy.com/images/0008/1691/MAC.JPG" alt="" width="591" height="393"></p> <p>Lastly, this also falls in line with the trend for younger shoppers displaying intense loyalty towards the brands they love. </p> <p>Whether it’s MAC make-up, <a href="https://econsultancy.com/blog/68536-how-glossier-has-used-instagram-to-create-a-cult-following/" target="_blank">Glossier</a> or Converse, brands typically loved by Generation Z - and that deliver on the aforementioned factors - tend to reach ‘cult’ status.</p> <p><img src="https://assets.econsultancy.com/images/0008/1692/Starbucks_Converse.JPG" alt="" width="750" height="472"></p> <h3>In conclusion...</h3> <p>While Generation Z is by no means the only demographic targeted by the likes of Missguided and MAC - it is clear that they are becoming more of a priority for retailers.</p> <p>With an open-mind and a digital-first mindset, it is up to brands to deliver the kind of experiences they expect.</p> tag:econsultancy.com,2008:BlogPost/68528 2016-11-15T10:30:02+00:00 2016-11-15T10:30:02+00:00 How fashion magazines are adapting to the influence of digital Nikki Gilliland <p>I recently attended a panel discussion at Web Summit to hear how fashion magazines are adapting to the growing influence of digital.</p> <p>The speakers were Jo Elvin, editor-in-chief of Glamour magazine, Christene Barberich, co-founder &amp; global editor-in-chief of Refinery29 and Laura Bradley, editorial director of Dazed Media.</p> <p>Here are a few of the most interesting points raised.</p> <h3>Start with the story – not the channel</h3> <p>While fashion magazines might have separate editorial teams for print and digital, the lines between the two are becoming increasingly blurred.</p> <p>Speaking about how Glamour approaches digital content, Jo Elvin said that the key is to start with the story first – and think about the platform or channel later.</p> <p>Instead of thinking 'we need to create a presence on Pinterest', it should be 'what do we want to say and why?'</p> <p>These questions should be the starting point for every article or feature in order to feel authentic and relevant to the reader.</p> <p>The concept of storytelling is not something that should only be considered by fashion brands either, but the magazines writing about them, too.  </p> <p>Christene Barberich elaborated on this, explaining how Refinery29 strives to speak about fashion in the wider context of readers' lives – not just in line with the changing seasons. </p> <p>Similarly, as the audience interested in fashion tends to be smaller than general lifestyle, Refinery29 uses the vertical in relation to others like beauty, health and entertainment.</p> <h3>Finding the right platform</h3> <p>Further to the subject of storytelling, Laura Bradley spoke about how the pressure to be present on a multitude of social media channels can be overwhelming. </p> <p>Consequently, it is important to stick to the platforms that best suit the magazine’s style and that the audience responds to the most.</p> <p>For Dazed Media, this is undoubtedly Instagram.</p> <p>As a lifestyle-orientated channel, it enables the brand to create a world for users to become immersed in and to return to on a regular basis. </p> <p><img src="https://assets.econsultancy.com/images/0008/1469/Dazed_Instagram.JPG" alt="" width="750" height="712"></p> <p>Alongside Dazed’s multiple accounts, such as Dazed Fashion and Nowness, the company’s writers and editors often use their own personal accounts to further the brand’s presence online. </p> <p>Some use it to curate funny videos or to celebrate their own sense of style, but whatever the topic, it helps to bring a personal touch to the wider brand. </p> <p>Laura also explained how, more often than not, she also responds to the brands that place less emphasis on the product, and instead focus on the setting, surroundings, or general aesthetic of an image.</p> <p>She cited Glossier, the cult beauty brand that started life on Instagram, as a great example of this. </p> <p>Its feed is full of understated posts ranging from flowers to subtly made-up faces – but the products themselves are barely there.</p> <h3>Embracing tone of voice</h3> <p>Is there a difference between writing for digital and print? According to Jo Elvin, the answer is no. </p> <p>While many people assume that writing for online is always fast-paced and focused on short and snappy features, she explained how Glamour no longer differentiates between the print and digital reader.</p> <p>Instead of being entirely separate entities, the magazine’s teams work together to ensure that <a href="https://econsultancy.com/blog/67149-how-to-create-simple-brand-tone-of-voice-guidelines-for-twitter/">the tone of voice</a> is consistent across the board.</p> <p>On this topic, the discussion moved to the importance of having a distinct tone of voice – as well as what <em>kind</em> of voice works best when it comes to digital.</p> <p>The panel agreed that, while it might not suit luxury or high-end fashion, a relatable and relaxed tone is often the most successful. </p> <p>Magazines like Glamour aren’t afraid to use emojis or write in the first person because it knows that the audience does too.</p> <p>The key is tapping into the voice of the reader and being a reflection of this.</p> <p>Interestingly, Glamour has recently experimented with podcasts having found that the medium works well with its informal, chatty nature.</p> <p><img src="https://assets.econsultancy.com/images/0008/1470/Glamour_podcast.JPG" alt="" width="750" height="433"></p> <p>Emphasising the importance of a conversational and relatable tone of voice, Laura also added how magazines are using social media to provide customer service as well as great content. </p> <p>If a reader wants to find out about a particular product release, for example, Twitter is the perfect platform to establish this connection.</p> <h3>Social influencers are not the enemy</h3> <p>Finally, the panel commented on the recent controversy surrounding <a href="https://www.theguardian.com/media/2016/sep/29/vogue-editors-declare-war-fashion-bloggers" target="_blank">Vogue’s criticism of fashion bloggers</a>, and the impact of social influencers in general.</p> <p>The general consensus was that Vogue appears wildly out of touch.</p> <p>Speaking about the early days of Glamour, Jo Elvin explained how many people were sceptical about its potential for success, especially when the market was already flooded with women’s magazines.</p> <p>However, she firmly believes that there will always be room for quality - and the same principle applies to influencers.</p> <p>With many dedicating years to building their own mini-brands, there’s no reason why a blogger can’t have the same authority as someone who works for the biggest fashion magazine in the world.</p> <p><a href="https://econsultancy.com/blog/66560-what-are-influencers-and-how-do-you-find-them/" target="_blank">Social media influencers</a> simply add to the fabric of the fashion industry, reflecting what readers are interested in and how they are able to connect to it. </p> <p>Instead of criticising it, it is clear that this new competitive (and digitally-focused) reality needs to be embraced. </p> tag:econsultancy.com,2008:BlogPost/68522 2016-11-14T11:21:59+00:00 2016-11-14T11:21:59+00:00 The impact of technology and social media on the music industry Nikki Gilliland <p>I recently heard him speak at Web Summit alongside fellow music artist Tinie Tempah, Hans-Holger Albrecht, the CEO of Deezer, and Eric Wahlforss, the CTO of SoundCloud.</p> <p>While Ne-Yo in particular came across as slightly grumpy about the ‘good old days’ of the music biz, some interesting points were raised about how artists and consumers alike can benefit from the changes.</p> <p>Here are a few key takeaways from the discussion.</p> <h3>Technology leads to a level playing field</h3> <p>In contrast to Ne-Yo’s focus on the negative impact of music streaming services (in relation to the lack of royalties for artists) the rather articulate Tinie Tempah spoke about how it actually helped him find success in the first place.</p> <p>When he was first starting out, digital platforms like MySpace and even MSN allowed Tinie to build and cultivate an audience outside of the realms of record labels and industry politics. </p> <p>Likewise, it also allowed him to connect and engage with fans on a one-to-one level.</p> <p>In fact, Tinie explained how he was even willing to give his music away for free in order to reward the most loyal fans and reach an even bigger audience.</p> <p>Of course, he accepts that the streaming era makes it difficult for artists to be properly compensated past a certain point. </p> <p>But in a way, it has made the industry bigger and more inclusive, giving new artists the opportunity to get their music heard when they would have had little chance before.</p> <h3>Data is the key to a great experience</h3> <p>On the subject of new music platforms like Deezer, SoundCloud and Spotify – Tinie Tempah also emphasised how tapping into data can also help artists further their own creativity.</p> <p>For him, understanding how a fan or listener feels about a new piece of music can prove far more valuable than money.</p> <p>Hans-Holger Albrecht also spoke about how platforms like Deezer can help to provide this data, as well as encourage consumers to pay for online music services (thereby helping to counteract the issue of a loss in revenue).</p> <p>More specifically, Hans referenced Flow - a new feature on Deezer that interprets user data. </p> <p>Essentially, it takes into consideration an existing music library and search behaviour and creates a bespoke and personalised radio station on the listener’s behalf.</p> <p><iframe src="https://www.youtube.com/embed/Lnmi9Bfb_L4?wmode=transparent" width="640" height="360"></iframe></p> <p>Like Spotify’s Discover Weekly, it is becoming one of the most popular aspects of Deezer, and a reason many consumers are now willing to pay out for subscription services rather than use the free option.</p> <p>Now, we are beginning to see how the ‘experience’ of discovering new music is becoming just as important as accessing the artists that audiences already love.</p> <h3>Social media is a double-edged sword</h3> <p>As the discussion moved away from compensatory issues into general feelings about the modern music industry, the ‘always-on’ nature of social media was brought into question.</p> <p>Some argued that while having a visible presence on Twitter and Facebook gives artists a direct link to fans – again allowing them to gauge feedback and response – it can also take away from the creativity of being an artist.</p> <p>Tinie Tempah described it as being caught between a rock and a hard place.</p> <p>On one hand, he wants to aspire to be as successful as Jay-Z and Adele – meaning an air of mystery is expected above and beyond an online presence – but on the other hand he recognises that, as an ‘artist of the internet’, this would appear hypocritical.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just did a my first tech talk with Eric from <a href="https://twitter.com/SoundCloud">@SoundCloud</a> Hans from <a href="https://twitter.com/Deezer">@Deezer</a> and <a href="https://twitter.com/NeYoCompound">@NeYoCompound</a> for <a href="https://twitter.com/hashtag/websummit2016?src=hash">#websummit2016</a> <a href="https://twitter.com/hashtag/DisturbingLisbon?src=hash">#DisturbingLisbon</a></p> — Tinie Tempah (@TinieTempah) <a href="https://twitter.com/TinieTempah/status/796681109606170624">November 10, 2016</a> </blockquote> <p>Again, this is where hierarchy within the music industry also comes into play.</p> <p>While Ne-Yo and Tinie have control over their own social media accounts, record labels and management promote the importance of daily activity. </p> <p>As a result, the decision to employ people to take care of this means choosing between a sense of authenticity or maintaining an active presence.</p> <h3>The power of new platforms</h3> <p>Do music algorithms create a personalised stream or put listeners into segregated boxes?</p> <p>This was the final question raised in the discussion – and one that was hotly debated.</p> <p>While the music artists on the panel leaned towards the latter, Eric Wahlforss made an interesting point about the changing needs and expectations of music consumers.</p> <p>Despite most brands talking about millennials, Eric suggested that SoundCloud is now placing an increased focus on the generation that comes after. </p> <p>With 15-20 year olds growing up with iPhones and Android rather than iPods and PCs, predictive technology is now the norm. This means that a feed tailored to unique musical tastes is an expectation rather than a perk. </p> <p>At the same time, the fact that people now consume music passively - letting it find them rather than actively searching for it - takes away the linear aspect of listening to music. </p> <p>Never mind even playing an album from start to finish – it wouldn’t be unusual for a 16-year-old to switch from Roberta Flack to The 1975 in the same playlist.</p> <p>Finally, with platforms continuously drawing on data and machine learning to improve algorithms, this personalised experience will become even bigger and better as time goes on.</p> <p>Armed with this, the hope is that artists, labels and digital brands will find new ways for <em>everyone</em> to benefit.</p> <p><strong><em>Related articles:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/67974-start-me-up-gigrev-the-social-media-platform-for-artists-and-bands/">Start Me Up! GigRev, the social media platform for artists and bands</a></em></li> <li><em><a href="https://econsultancy.com/blog/66344-spotify-unveils-new-playlist-based-ad-targeting/">Spotify unveils new playlist-based ad targeting</a></em></li> <li><em><a href="https://econsultancy.com/blog/68173-why-fashion-brands-are-teaming-up-with-apple-music/">Why fashion brands are teaming up with Apple Music</a></em></li> <li><em><a href="https://econsultancy.com/blog/63772-how-brands-are-spending-money-on-digital-in-the-music-industry/">How brands are spending money on digital in the music industry</a></em></li> </ul>