tag:www.econsultancy.com,2008:/topics/influencer-marketing Latest Influencer marketing content from Econsultancy 2016-12-08T14:46:13+00:00 tag:www.econsultancy.com,2008:BlogPost/68608 2016-12-08T14:46:13+00:00 2016-12-08T14:46:13+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 recent study found 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:www.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:www.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:www.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:www.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:www.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> tag:www.econsultancy.com,2008:BlogPost/68488 2016-11-08T11:06:09+00:00 2016-11-08T11:06:09+00:00 Could Musical.ly be the next big social video platform? Nikki Gilliland <p>Far from it in fact - demonstrated by the rise in popularity of the music video platform, Musical.ly.</p> <p>With over 10m daily active users and a reported 70m registered, it’s recently been touted as a contender to the aforementioned Vine. <a href="http://uk.businessinsider.com/what-is-musically-2016-5" target="_blank">Even suggested as the next MTV</a>.  </p> <p>So what is exactly is Musical.ly?</p> <p>Here’s everything you need to know.</p> <h3>What is it?</h3> <p>Starting life as an education app, Musical.ly re-launched in 2014 as a DIY music video platform. </p> <p>Essentially, it allows users (or ‘Musers’ as they’re known) to create their own mini music videos, either by singing themselves or lip-syncing along to a song or audio clip. </p> <p>The videos can also be edited, allowing creators to overlay sound effects and include additional visual features such as time lapses and speeds.</p> <p>Before you assume it is just a carbon copy of Dubsmash, the difference is that Musical.ly is also a social network. </p> <p>Musers can connect to others and share their content within the app, as well as get the chance to feature on the platform’s leader board – an algorithm that ranks videos based on likes and interactions from others. </p> <h3>Who is it for?</h3> <p>If you’re over the age of 16, you are not typical of Musical.ly’s target demographic. </p> <p>The idea for the app was originally borne out of founder Alex Zhu witnessing a group of teenagers listening to music while filming themselves on a train – and this trend is largely why it has become so popular among youngsters.</p> <p>For older generations, it might be hard to see the appeal, especially considering the level of adoration and stardom that some Musers have received. Simply from lip-syncing.</p> <p>Personalities like Jack Sartorius and Baby Ariel have amassed a large and loyal following. 15-year-old Ariel in particular now makes a career on the back of Musical.ly, extending her online presence to YouTube and <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat/" target="_blank">Snapchat</a>.</p> <p><iframe src="https://www.youtube.com/embed/cJ5dqZZQY_I?wmode=transparent" width="640" height="360"></iframe></p> <p>This is not unusual, of course - Justin Bieber became famous on YouTube and Shawn Mendes started on Vine. Taking away the musical element, we can also see the platform as having a similar <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/" target="_blank">potential for social influencers</a> like Zoella and Marcus Butler.</p> <p>Alongside this, there is also the appearance of Live.ly – a spin-off live streaming app that launched this summer.</p> <p>Already amassing a larger audience than Periscope, it offers creators the extra incentive of earning revenue via its in-app purchasing feature. This means users can purchase virtual gifts in exchange for their name appearing on screen, or simply to show creators appreciation. </p> <p>Some of the most popular creators have reportedly earned $46,000 within the space of two weeks. </p> <p>An absurd notion, perhaps, however this demonstrates the extent of the audiences engagement.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">! Did you know you can make real money on <a href="https://twitter.com/livelyapp_">@livelyapp_</a> ?! Ka-Ching! <a href="https://twitter.com/NickAndrisin">@nickandrisin</a> shows you how you can convert gifts to REAL cash! <a href="https://t.co/6oR6wFM07a">pic.twitter.com/6oR6wFM07a</a></p> — musical.ly (@musicallyapp) <a href="https://twitter.com/musicallyapp/status/791764785549316096">October 27, 2016</a> </blockquote> <h3>Are brands using it?</h3> <p>Naturally, where there is influence, there will soon be brand involvement.</p> <p>Sponsored videos is one obvious avenue. However, so far, Coca-Cola appears to be the only brand to experiment with this on Musical.ly, teaming up with popular Musers to promote the #ShareACoke hashtag.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It's a great day to <a href="https://twitter.com/hashtag/ShareaCoke?src=hash">#ShareaCoke</a> and a Song with all of u! Tell me your perfect summer song, I'll like my favs. <a href="https://twitter.com/hashtag/ad?src=hash">#ad</a> <a href="https://t.co/zEAiepwYz0">pic.twitter.com/zEAiepwYz0</a></p> — Baby Ariel (@BabyAriel) <a href="https://twitter.com/BabyAriel/status/740982068838957056">June 9, 2016</a> </blockquote> <p>Alternatively, there appears to be greater promotional opportunity for the music industry.</p> <p>The company has licensing deals with major labels, so unlike YouTube, there is no issue with copyright violation. </p> <p>The likes of Jason Derulo, Selena Gomez and Ariana Grande have already appeared on the app, using hashtags and competitions to build excitement and increase awareness about new releases. </p> <p><img src="https://assets.econsultancy.com/images/0008/1164/Jason_Derulo.JPG" alt="" width="600" height="573"></p> <h3>Where will it go from here?</h3> <p>It might be easy to dismiss Musical.ly as another doomed social media platform or a teen fad, however, the platform is actually quite unique in its offering.</p> <p>Combining three distinct elements – music, video and social networking – together it offers an experience that makes users want to stay (and get their friends using it too).</p> <p>While its young user-base might fizzle out or turn their attention elsewhere, Musical.ly’s current and continuous popularity means that it offers an unrivalled opportunity to engage with them.</p> <p>Consequently, it surely won’t be long before it’s on the radar of many more youth-focused brands.</p> tag:www.econsultancy.com,2008:BlogPost/68472 2016-11-01T10:00:00+00:00 2016-11-01T10:00:00+00:00 Three reasons behind WHSmith’s boost in profits Nikki Gilliland <p>So, what’s been behind the strong performance?</p> <p>Here’s more on the story. </p> <h3>Separation of travel stores</h3> <p>While it might have previously been better known for selling reading material, WHSmith has seen a growing demand for food and drink on-the-go.</p> <p>So much so that it has now changed its strategy to reflect this need, choosing to separate its travel and high street stores with different stocking priorities.</p> <p>Its travel stores, found in airports and rail stations, now stock over 50% food, drinks and confectionery. </p> <p>On the other hand, its high street stores are largely comprised of books, magazines and stationery. </p> <p>This mirrors <a href="https://econsultancy.com/blog/68371-why-travel-retail-is-big-business-for-beauty-brands/">the predicted growth of the travel retail sector as a whole</a>, with airport stores capitalising on the shopper’s need to spend before and after travelling. </p> <p>Likewise, it could also be reflection of the consumer’s desire for more affordable food options.</p> <p>A big part of Smith’s rise in profits has been the popularity of its meal deal - the retailer sold over 10m in the year leading up to August 2016.</p> <p>With the likes of Pret and M&amp;S costing upwards of £6 for lunch, the cheaper price range of Boots and WHSmith is something that undoubtedly appeals to both busy and regular commuters.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">You know your are in <a href="https://twitter.com/hashtag/UK?src=hash">#UK</a> when you see <a href="https://twitter.com/hashtag/WHSmith?src=hash">#WHSmith</a> hello <a href="https://twitter.com/hashtag/manchester?src=hash">#manchester</a> #✈ hello meal deal ! <a href="https://t.co/qzUduSaZx2">https://t.co/qzUduSaZx2</a> <a href="https://t.co/dBwy9RVyOD">pic.twitter.com/dBwy9RVyOD</a></p> — Andrew Cheung (@AndrewCYCheung) <a href="https://twitter.com/AndrewCYCheung/status/750600313019764736">July 6, 2016</a> </blockquote> <h3>Collaboration with a social influencer</h3> <p>The Richard and Judy book club has been part of WHSmith for years (starting way back when they were actually on the telly). </p> <p>While it is still popular – or arguably just inconsequential to the average consumer buying a book in-store - it is naturally geared towards an <a href="https://econsultancy.com/blog/68344-how-brands-are-using-digital-marketing-to-reach-the-older-generations/" target="_blank">older demographic.</a></p> <p>Earlier this year, WHSmith teamed up with Zoella, one of the most popular and high profile YouTubers, to launch a brand new book club.</p> <p>Designed to attract younger readers into the store, the campaign saw Zoella choose a selection of eight books which she then recommended to her audience online. </p> <p>The book club drew a massive response. On the back of it, one title even shot from 1,101th to an impressive number 14th on the bestseller list.</p> <p>This is a great example of how a brand can harness <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/">the power of a social influencer</a>.</p> <p>By choosing a personality who is a natural and relevant fit for its campaign (and whose audience perfectly matches the target demographic), the retailer was able to increase brand awareness and drive sales.</p> <p><iframe src="https://www.youtube.com/embed/izWPgT7h_qY?wmode=transparent" width="854" height="480"></iframe></p> <h3>Capitalising on non-digital trends</h3> <p>For a traditionally print-focused retailer, the rise of eBooks and other digital media proves to be a continued challenge.</p> <p>However, WHSmith has managed to capitalise on the recent trend for the digital detox – a reaction against the often all-consuming nature of modern technology.</p> <p>Despite sales of colouring books waning slightly in the last quarter, the retailer has still seen <a href="https://www.opi.net/news/wh-smith-reports-stationery-success/" target="_blank">strong stationery sales</a>. </p> <p>This could be due to the Zoella tie-in – she often posts ‘stationery hauls’ on her channel and has recently included a notebook in her latest Superdrug collection.</p> <p>Meanwhile, the popularity of <a href="http://qz.com/701309/people-are-falling-in-love-with-a-simple-productivity-system-that-just-uses-pen-and-paper/" target="_blank">bullet journals</a> and other non-digital productivity methods could also be behind the surge.</p> <p>Combined with WHSmith’s decision to move stationery out of hidden aisles towards the front of stores, it has resulted in steady sales of traditional writing tools.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">I used <a href="https://twitter.com/WHSmith">@WHSmith</a> colouring pencils to colour the robin motif in my book. Great pencils. <a href="https://t.co/aR6TlD6Cme">https://t.co/aR6TlD6Cme</a> <a href="https://twitter.com/hashtag/colouringbook?src=hash">#colouringbook</a> <a href="https://twitter.com/hashtag/WHSmith?src=hash">#WHSmith</a></p> — De-ann Black (@Deann_Black) <a href="https://twitter.com/Deann_Black/status/791295137645072386">October 26, 2016</a> </blockquote> <h3>In conclusion...</h3> <p>By tapping into the need for convenience and partnering with social influencers, WHSmith has managed to satisfy the changing needs of consumers.</p> <p>With <a href="https://econsultancy.com/blog/68352-bhs-is-now-pureplay-ecommerce-will-loyal-customers-move-online" target="_blank">BHS</a> and Woolworths just two big names now absent from the high street - it is a great example of how to stay relevant.</p> tag:www.econsultancy.com,2008:BlogPost/68409 2016-10-13T14:05:14+01:00 2016-10-13T14:05:14+01:00 Four key trends within the world of influencer marketing Nikki Gilliland <p>‘<a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">The Voice of the Influencer</a>’, a new Econsultancy report published in association with Fashion &amp; Beauty Monitor, delves into this topic.</p> <p>Here are a few key takeaways from the report, detailing how brands can strengthen and enhance influencer relationships.</p> <h3>Most influencers have other jobs</h3> <p>Only a fifth of the respondents to our survey rely on influencer marketing as their sole income.</p> <p>This is largely down to the sample set, but it also reflects the fact that there are a huge number of people supplementing their income by monetizing their social media activity.</p> <p><img src="https://assets.econsultancy.com/images/0008/0290/influencer_revenue.png" alt="" width="585" height="372"></p> <p>Almost half of respondents (44%) have full time jobs alongside their work as influencers, something which brands should bear in mind when organising events.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When will Marketing/Comms/PR people realise that most bloggers also have day jobs, and can't easily get to their events during the day?!</p> — Henry Elliss (@henweb) <a href="https://twitter.com/henweb/status/724569049250803712">25 April 2016</a> </blockquote> <h3>Sponsored posts offer the biggest monetary gain</h3> <p>The ‘Rise of Influencers’ report from earlier this year showed that brands consider content promotion and distribution to be a top priority. </p> <p>Interestingly, however, just 32% of influencers agree that this produces a monetary return for them.</p> <p>Conversely, a sponsored post or blog appears to be the biggest generator of income, with 83% of respondents engaging in this activity.</p> <p>With influencers now earning more than ever, insight suggests that the popularity of one-off contracts could be down to affordability, with brands requiring high impact for less money.</p> <p><img src="https://assets.econsultancy.com/images/0008/0199/Monetary_Return.jpg" alt="" width="400" height="700"></p> <h3>Brand reputation is more important than budget</h3> <p>While brands might have traditionally called the shots, it is interesting to note how influencers are becoming increasingly aware of the reputation and values of the brands they choose to work with.</p> <p>With 43% of influencers saying that budget and the ability to pay a competitive rate is an important factor for working with a brand, this shows that money is still of importance. </p> <p>However, 60% now say that brand reputation and heritage is the deciding factor, and 65% say it is the products or services they provide.</p> <p>Unlike previous years where exposure might have been the end goal, establishing longevity and authenticity is now a top priority for influencers, with a continued career path now possible.</p> <p><img src="https://assets.econsultancy.com/images/0008/0200/Brand_Reputation.jpg" alt="" width="393" height="781"></p> <p>YouTuber <a href="https://econsultancy.com/blog/68378-youtuber-fleur-de-force-on-brand-partnerships-roi-disclosure/">Fleur De Force recently commented on this at the Festival of Marketing</a>, saying: "I always insist on trying the product first so I know its quality.</p> <p>"A majority of my content is around beauty, so a lot of it comes down to quality of the product.</p> <p>"There are obviously huge brands that I love and it’s really exciting to get approached by them, like Estee Lauder.</p> <p>"But when it comes to new brands you have to just do your research about the company and test the products to see if you like them."</p> <h3>Building a personal brand is the future focus</h3> <p>Further to this, it appears that the biggest focus for influencers in 2017 will be building a personal brand. </p> <p>Essentially, this means only partnering with brands that can offer a specific relevance to their audience.</p> <p>Second to the 44% that cite personal branding, 18% say that building long-term relationships is the second biggest priority for the future.</p> <p>For brands, this means having the confidence to hand over even more creative control to influencers, with the quality of the content overtaking quantity - and even reach.</p> <p><img src="https://assets.econsultancy.com/images/0008/0201/Personal_branding.jpg" alt="" width="400" height="784"></p> <p><strong>For more on this topic, download the new <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/" target="_blank">Voice of the Influencer report</a>.</strong></p> tag:www.econsultancy.com,2008:BlogPost/68395 2016-10-13T11:10:44+01:00 2016-10-13T11:10:44+01:00 The Colouring Cafe: How Ribena used influencers to engage with millennials Nikki Gilliland <p>However, during her talk at the <a href="http://www.festivalofmarketing.com/" target="_blank">Festival of Marketing</a> recently, Emmeline Purcell, Senior Brand Manager at Ribena, explained that this doesn’t quite reflect the truth.</p> <p>During some research on who was consuming the product, the brand found that many 16-to-34 year olds were actually enjoying the famously fruity beverage.</p> <p>As a result, Ribena wanted to reach out to this demographic in order to increase engagement and drive a change in brand image.</p> <p>Here’s how it did it:</p> <h3>Reminding the audience </h3> <p>Instead of promoting its product to mums or children, Ribena wanted to reach out to <a href="https://econsultancy.com/blog/67822-four-great-examples-of-marketing-to-millennials/" target="_blank">those elusive millennials</a> – those who actively seek out positive, fun and silly experiences on a daily basis.</p> <p>In order to do this, it created a pop-up ‘colouring café', inviting around 120 fans and followers of the brand to come and experience it.</p> <p>Partnering with artist Alex Lucas, the café embodied the quirky and positive spirit of the brand.</p> <p>Visitors were asked to contribute to a ‘colourful experience’ by colouring in one of the illustrative wall tiles.</p> <p>Alongside a new television advert, the aim was to get a new generation excited about the brand, also tapping in to the recent trend for adult colouring-in books.  </p> <p><iframe src="https://www.youtube.com/embed/m6UqXLHHigY?wmode=transparent" width="854" height="480"></iframe></p> <h3>Partnering with influencers</h3> <p>With most of the campaign’s online content coming from <a href="https://econsultancy.com/training/courses/social-media-paid-advertising/">paid social</a>, Ribena decided to work with <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/" target="_blank">influencers</a> in order to help build credibility.</p> <p>Instead of choosing those with the biggest number of followers, it went beyond face value and asked those who particularly share the philosophy of the brand.</p> <p>Its lead influencer was Giovanna Fletcher – a personality whose online presence is built around spreading positivity and empowering young women. </p> <p>Confetti Crowd, a group of girls that share the creative and colourful spirit of the pop-up event, also got involved.</p> <p>Lastly, Ribena worked with 30 <a href="https://econsultancy.com/blog/67807-is-micro-influencer-marketing-viable/">micro-influencers</a> on Instagram to build on its presence on the platform and align with the visual nature of the event.</p> <p>Each influencer created content based around the campaign, which they then shared with their respective audiences.</p> <p><iframe src="https://www.youtube.com/embed/u3mfXKF_bas?wmode=transparent" width="854" height="480"></iframe></p> <h3>Going the extra mile</h3> <p>As well as working with influential figures, Ribena also wanted to add extra value for consumers as well as those that visited the pop-up.</p> <p>As a result, it created an entirely separate website dedicated to the Colouring Cafe, including a web-based tool that allowed users to ‘colour in their own time’.</p> <p>Lastly, the brand had the pop-up’s coloured illustrations framed and sent out as a way of saying thank you to everyone involved.</p> <p>By extending the experience in this way, this meant that the brand would stick in the mind of consumers long after the campaign had ended. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Luxurious lime green colouring by <a href="https://twitter.com/ConfettiCrowd">@ConfettiCrowd</a> -colour your own in <a href="https://twitter.com/RibenaUK">@RibenaUK</a> special app: <a href="https://t.co/J1g4QnLsJ5">https://t.co/J1g4QnLsJ5</a> <a href="https://t.co/NHJpH8VsuN">pic.twitter.com/NHJpH8VsuN</a></p> — Alex Lucas (@LucasAntics) <a href="https://twitter.com/LucasAntics/status/760878552296423428">August 3, 2016</a> </blockquote> <h3>The results and key takeaways</h3> <p>With influencers creating 120 pieces of coverage over the course of the campaign, there was some buzz around the Colouring Café online.</p> <p>There were 66,000 visits to the website and 5,000 uses of the colouring tool. </p> <p>What’s more, brand perception shifted, with relevance scores going up 10% and Ribena Light sales increasing by 6%.</p> <p>So what can we learn from Ribena’s <a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples/" target="_blank">experiential campaign</a>?</p> <p>Throughout her talk, Emmeline emphasised the need to create genuine and authentic experiences, purely for the value of the consumer.</p> <p>Likewise, she highlighted how important it is to use influencers who intrinsically understand and enhance brand values, as well as give them creative trust.</p> <p>By the end of the campaign, creators like Giovanna Fletcher had created even more content than was agreed at the start.</p> <p>This shows that if influencers are passionate about a concept, consumers are much more likely to be engaged too. </p> <p>With Ribena seeing a favourable shift in the way young people perceive the brand, it also proved the power of positivity.</p> <p><em>For more on this topic, check out our two research papers:</em></p> <ul> <li><a href="https://econsultancy.com/reports/the-voice-of-the-influencer/"><em>The Voice of the Influencer</em></a></li> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/"><em>The Rise of the Influencer</em></a></li> </ul>