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The Top 10 Instagram Stories Influencers Creating Stellar Content

Since its July 2016 launch, Instagram Stories has grown to an impressive 300 million daily active users. Stories are photos and videos that disappear after 24 hours. However, with a recent update, Stories content is now archivable.

Influencers of many types are using Stories to connect with audiences through everyday lifestyle content offering a coveted inside look into each influencer's lives and sponsored content. Though the feature originated on Snapchat, top influencers are now posting 2X as many Instagram Stories as Snapchat Stories.

Here we’ve broken down how ten social media stars, ranging from beauty and fashion influencers to YouTube’s top comedians, are using Stories to entertain audiences everywhere.

1. Huda Kattan — 23 Million Followers

Beauty influencer turned entrepreneur Huda Kattan maintains an astonishing 23.8 million Instagram followers. Her start as a blogger has led to considerable social media success and the makeup company Huda Beauty, of which she is the founder and CEO.

Kattan creates highly engaging Instagram Stories consisting of swipeable links to recent Huda Beauty blog content, product recommendations, personal updates, and photos capturing her daily life, whether at the office or traveling.

The promise of getting a closer look at a day in the life of the successful beauty entrepreneur draws scores of Kattan’s fans to her Stories. Additionally, the inclusion of links in her Stories helps her drive traffic to her blog, allowing her to interact with engaged followers through multiple platforms.

2. Lele Pons — 21 Million Followers

Venezuelan-American creator Lele Pons is best known for her hilarious slapstick comedy skits and energetic personality. Pons started on Vine but has since moved to Instagram and YouTube to connect with her growing audience.

Pons regularly creates YouTube and Instagram skits with a group of creators that includes Hannah Stocking, Rudy Mancuso, Twan Kuyper, and Juanpa Zurita. In conjunction, she uses Stories to showcase behind-the-scenes footage of her group of A-list influencer friends and promote their Instagram channels by linking them in Stories.

As one of Instagram’s largest and most well-known comedy influencers, Pons creates hilarious Stories that entertain millions. Collaborating with other top influencers and including them in her Stories is a strategy that helps the social star bring in additional viewers and further expand her broad audience.

3. Zach King — 14 Million Followers

Enchanting digital magic tricks are Zach King’s trademark and arguably the source of his overwhelming Instagram success. His tricks take the form of Instagram videos, which he shares roughly once per week.

King’s familiarity with video translates seamlessly to the Stories format. On Stories, he publishes videos that feature shorter clips of digital magic tricks. He also uses the feature to share unedited, magic-free moments from his life.

By posting the same type of digital magic content that kickstarted his Instagram fame on Stories, King successfully keeps his followers engaged through the newer medium. Additionally, he appeals to his followers on Stories by providing them with the chance to get to know him on a more personal level.

4. Amanda Cerny — 19 Million Followers

Vine star turned YouTube influencer Amanda Cerny is well known for her comedy sketches and collaborations with top influencers Logan Paul, King Bach, and more. Her Instagram page offers an amalgamation of inspirational musings and stylish images.

Similar to the way Kattan uses Stories to give fans a closer look at her exciting life, Cerny shares footage from photo shoots and upcoming projects on Stories. She also posts lip syncing videos and content that highlights personal milestones, such as moving into a new apartment, to connect with viewers on a more personal level.

Cerny has also leveraged Stories to explicitly promote the launch of her entrepreneurial endeavors. At the end of 2017, she created a secondary Instagram account, @cernyshop. Though details surrounding the account are sparse, Cerny has used Stories to both highlight the project and link to the account.

5. Shay Mitchell — 17 Million Followers

Most famous for her role on the television series Pretty Little Liars, actress, model, and influencer Shay Mitchell maintains an astounding 17.9 million Instagram followers. Mitchell posts daily and offers a surplus of fashion and travel focused photos.

Mitchell is an avid Instagram Stories user, often publishing dozens of Stories in a single day. Her high posting frequency strengthens her connection with viewers by providing them with frequent updates about her daily life and activities.

Additionally, the glamorous actress and influencer has perfected the art of creating varied Stories content. She shares a combination of humorous, relatable Stories that highlight common experiences as well as polished shots that emphasize her social stature and appearances at exclusive events, parties and more.

6. Logan Paul — 16 Million Followers

From original music videos to faking his own death, vlogger Logan Paul is creating some of the internet’s most outrageous content. Paul started on Vine and has become one of YouTube’s biggest stars, with two original Red Series to his name.

Paul uses Instagram Stories to offer fans a steady stream of dramatic and comedic video content between YouTube uploads. He has also been known to provide an early look at upcoming projects through Stories.

Paul’s Stories keep him at the top of fans’ minds in between vlog uploads by providing them with a surplus of content throughout the day. Additionally, he uses Stories as a vehicle to promote his acting projects in a highly palatable form.

7. Liza Koshy — 15 Million Followers

An interview with President Barack Obama and a YouTube Red Original Series are just two of YouTuber Liza Koshy’s many accomplishments. The 21-year-old specializes in comedy skits and pairs highly stylized photos with equally funny captions on Instagram.

Koshy’s Instagram Stories offer the self-deprecating humor she is known for and function to provide viewers with familiar content and tease new ventures. She frequently shares humorous first-person footage of herself on the set of upcoming projects, drawing viewers in through behind-the-scenes content with her comedic signature.

8. King Bach — 14 Million Followers

Considered to be one of the 10 biggest social media influencers of all time, King Bach is no stranger to Instagram success. The Canadian influencer regularly posts humorous memes and photos with friends on his Instagram feed.

Notably, King Bach uses Instagram Stories to highlight his personal connection with fans. In a recent Story, he encountered an Uber driver who had met him years prior and had a Facebook photo to prove it. Bach commemorated the moment with a video Story.

Bach also encourages fan engagement by posing questions to viewers within Stories using the text feature. By taking the time to interact with fans through Stories, Bach has built a reputation for being personable and approachable. As a result, he’s established a high level of trust with his audience.

9. Chiara Ferragni — 11 Million Followers

Italian fashion influencer Chiara Ferragni started her blog, The Blonde Salad, in 2009 and has since expanded to YouTube, Facebook, and Instagram. Her social media prowess has led to the development of her own shoe line, a Vogue cover, and a major partnership with Pantene.

The standout fashion Instagrammer regularly uses Instagram Stories to share links to the clothes and accessories she’s wearing. This tactic appeals to her fashion-focused followers, who are eager for details about her daily outfits, while simultaneously driving traffic to the websites of the large fashion brands she partners with.

At the same time, she shares more humanizing moments from her everyday routine to give viewers a sense of her life beyond fashion, keeping her millions of fans coming back for more.

10. Zoella — 11 Million Followers

Though her first YouTube videos centered around fashion, British YouTuber Zoe Sugg now operates in a variety of niches. Her Instagram content encompasses lifestyle, fashion, and beauty content and reflects both her primary YouTube channel Zoella and vlog channel MoreZoella.

In Stories she bookmarks moments of her day for viewers, such as the outfit she’s chosen to wear or the TV show she’s watching, boosting fan engagement between YouTube and Instagram uploads.

Sugg is perhaps best known for her comfortability in front of the camera and candor with viewers across social media, characteristics that carry over seamlessly to her Stories. The social media maven comes across as personable and down to earth in her Stories, strengthening her relationship and credibility with her followers.

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A Marketer's Guide To Working With Bloggers To Promote Your Business

Bloggers are some of the most effective influencers on the web. Covering a wide variety of niches, including fashion, food, lifestyle, parenting, and many others, bloggers are go-to sources for information, tips, and resources online. Outside of their dedicated space, many bloggers also have strong presences on social media platforms such as Instagram, Facebook, YouTube, and Snapchat, where their extended reach can impact and influence even broader audiences.

Partnering with bloggers can be an extremely valuable marketing tool for businesses. Whether looking to promote a brand image, product, or service, bloggers have dedicated audiences eager to absorb their opinions and suggestions.

Once a business and a blogger have agreed to work together, a variety of steps need to be taken to ensure that the campaign and relationship develop as smoothly as possible. Below, we offer seven critical steps brands should take when working with bloggers in order to get the most out of their collaborations.

1. Make a Plan

An effective sponsored blog post doesn’t happen by chance. Each campaign starts out with an achievable goal, followed by a detailed outline the steps necessary to execute the campaign.

Brands and bloggers must first work together to ensure that a proposed post meets both of their needs and tastes. Next, considerations such as article and content type, branding and messaging parameters, crossposting to other social channels, and approval and publishing date should be discussed and agreed upon.

By being on the same page about what a post or campaign will entail, bloggers and businesses can avoid misunderstandings and increase their potential for a successful campaign.

2. Build A Great Relationship

From the start, a brand should be upfront and honest with the blogger about their goals, expectations, and budget. This kind of transparency will ensure that neither party is wasting the other’s time.

Additionally, businesses are wise to be clear and concise with their solicitations. Many bloggers are busy fielding an array of sponsorship requests. While long-winded, unfocused messages are likely to sit in a blogger’s inbox, brands that show the potential to benefit a blogger — without using up a lot of their time — are more likely to get a response.

3. Let Bloggers Blog

Bloggers have attained their influential status because they’re good at what they do, and giving them the freedom to exercise their talents within sponsored content often produces the most desirable results.

While it’s common for brands to ask bloggers to include certain kinds of messaging, calls to action (CTAs), or affiliate links, bloggers are at their best when they’re allowed to direct the creative. Unencumbered pieces will be crafted with the blogger’s unique style and voice, which gives marketing content the same organic feel as non-sponsored posts.

4. Provide the Blogger WIth The Resources They Need

Depending on the type of post and/or content the blogger is creating, they may require resources outside of their reach. Whether it be a specific color or model of the product being promoted, a special location to shoot photos or video, or access to a brand’s designer to answer detailed questions, offer support in order to make the blogger’s job easier and more effective.

Brands can also assist bloggers by handling logistical tasks around the campaign. For example, considerations such as setting calls and meetings, as well as creating calendars with content approval dates and launch schedules, are all efforts that allow a blogger to concentrate on the creative.

For businesses unfamiliar with the logistical and administrative needs of a blog campaign, consulting with an influencer marketing agency that has strong blogger relationships and a track record of successful blog initiatives can be advantageous.

5. Communication, Communication, Communication

Communication throughout a blog collaboration is paramount. As finely-tuned as a campaign plan might be, there will inevitably be questions along the way.

Moreover, unforeseen obstacles could necessitate shifts in timing, content, or other aspects of the campaign, which can cause an adverse domino effect if not addressed properly. Any time there are changes to an agreed upon plan, brands and bloggers should have an immediate conversation.

6. Ensure All Sponsored Content Follows FTC Guidelines

As many as 93% of celebrity endorsements may be violating the Federal Trade Commission’s (FTC’s) guidelines for sponsored posts.

Unfortunately, however, the problem isn’t just with a few large celebrities. Many social media influencers and bloggers also fall short of FTC compliance. To ensure that sponsored blog posts meet required FTC guidelines, please see our updated post here.

7. Maintain And Manage The Relationship

When the campaign wraps, the relationship with a blogger doesn’t have to end. In fact, it can be fruitful to stay in contact with bloggers outside of any paid services. Updating bloggers on company efforts and releases keeps bloggers in the know and brands top-of-mind.

Additionally, sending bloggers freebies and discounts can help to build more rapport and good faith. Fostering healthy, long-term relationships with bloggers can provide a wealth of value to a brand's future campaigns and often leads to long and fruitful and partnerships.

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Exclusive Interview With Sjana Elise Earp, The Yoga Expert With 1.4M+ Instagram Followers

Though only 23 years old, Sjana Elise Earp's many accomplishments are difficult to count. The Australian model, yoga instructor, blogger, and influencer empowers audiences worldwide with inspirational content surrounding health and wellness. No matter the social channel, Earp prides herself on being honest and authentic with her followers, a characteristic to which she credits much of her success.

We sat down with Earp to discuss her rise to online fame, how she approaches sponsored content, and how she uses social media as a tool to inspire. Hear from the uplifting Instagram influencer herself in our exclusive interview.

1. What inspired you to start doing yoga, and what compelled you to share that interest on social media?

Curiosity to be honest! I saw images of people doing these crazy poses on Instagram and I thought to myself “Yeah, I reckon I could give that a go!” Some I mastered quickly and others I am still trying to wrap my head around! I’d go to the beach every morning for sunrise and take pictures of the ocean and the clouds, and then once I learned a couple of yoga postures I started taking photos of those too. I’d share my favorite ones just for fun!

2. In what ways has your Instagram account changed since you began? Your YouTube channel?

I don’t think it’s changed much, to be honest. I’ve always known what message and vibes I want to share (positivity, empowerment, kindness, happiness, etc.), and I don’t think I’ve wavered from that much at all! I guess the image quality has gotten a little better over the years though… #thankyoutechnology!

3. How does your thought process differ when creating content for YouTube versus content for Instagram?

I guess Instagram is more of an aesthetics based platform, whereas YouTube is more candid.

I’m a bit of a self-confessed perfectionist, so I try my best to maintain a clean, consistent and fluid profile on Instagram. I use Instagram as a creative platform to make beautiful images and videos. And that has always been and will probably remain one of my favorite things in the whole world to do!

YouTube I use as an extras and bloopers reel; a “behind-the-scenes” look into my life if you wish!

4. Is there a central message or theme that you hope people take away from your social media content?

I just want people to feel empowered, inspired, uplifted and happy. I want to inspire people to be healthy, smile more, wake up earlier and maybe give yoga a try – who knows!? I want people to see how remarkable life is and live it to its fullest.

But I also don’t want to create a false illusion that it is always rainbows and fairy floss 100% of the time. And I want people to understand that it is okay to not feel okay all of the time, while being living proof that you can come back into the light again if only you choose to.

That's why I choose to be completely transparent on social media – I show the good, and I try to express true, raw emotion when that is necessary also. Ultimately, I break down the barriers around what is and isn’t socially acceptable in terms of discussing topics such as mental health.

5. How do you choose whether or not to work with a brand, and what do you look for in branded partnerships?

I won’t work with a company unless I support them 150%!

I think that is the most important part of being an influencer, is being selective about who you do and don’t work with. Not only do I want to ensure that it is a brand I respect and support, but I also want to ensure the product is either something I do use, will use, or genuinely love.

That way, the collaboration is genuine and not forced, and I think my followers like that too. Brand synergy and resonance is essential to maintaining quality posts and an authentic relationship with your followers!

6. What’s the single most important lesson you’ve learned from working in social media?

I’d probably say the most important lesson I’ve learned is that social media is a powerful tool. It can quite easily be used to share and inspire positivity and happiness, maybe even more easily than saying something hurtful or hateful. And it is up to us as both individuals and a collective community to consciously CHOOSE to use it for good and not evil (aka bullying, mean comments, insults etc.).

7. In the next five years, how do see your social media channels evolving?

Oh boy! I don’t even know what I’ll have for breakfast tomorrow morning, let alone what will be happening in 5 years time! I’ll tell you what – I’ll keep you updated!

8. What two pieces of advice would you give aspiring Yogi influencers?

A. Don’t “try” to be an example or an influencer. Just live by example and allow others (and yourself) to take your own courses.

Yoga isn’t a destination, it is a never-ending, long, windy, bumpy but extraordinarily beautiful journey and you cannot compare your path to anyone else's. It’s like comparing a piece of paper to the Eiffel Tower. Neither is any better than the other, they simply have different purposes in life.

B. Just be kind, and live YOUR truth.

9. Lightning round:

Yoga pose you’re most proud of mastering?

I’ll let you know the day I master one! My yoga poses look different every single day! And I don’t think I’ve ever found perfect alignment, and I think that’s kind of the point. It’s not about perfecting a pose, it’s about what you learn while trying to.

Most underrated part of growing up in Newcastle, Australia?

The beaches for sure! Possibly the worlds best-kept secret!

First thing you thought of when you woke up this morning?

Just five more minutes…

Instagram or Snapchat Stories?

What's Snapchat? ;)

10. Any upcoming projects on your social channels that fans should get excited about in 2018?

Stay tuned to find out!

11. Anything else to add?

Thanks for having me!

This interview has been edited for clarity.

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New York Fashion Week: Are Fashion Influencers Disrupting The Relationship Between Brands & Publishers?

In recent years, the rise of influencer marketing and the growth of fashion influencers, in particular, has turned the 2.4 trillion dollar fashion industry on its head. Influencers offer designers a new way to advertise at Fashion Week and effectively reduce their dependency on the traditional fashion press for promotion.

The industry shift has been met with intense backlash from longstanding fashion publications. Many see influencers as a disruption to long-established Fashion Week promotional strategies and as a legitimate threat to the fashion press’ ability to generate advertising revenue.

The reciprocal relationship between fashion designers and the traditional fashion press has historically shaped the week. Designers depend on the press to promote newly announced collections and the press depend on designers' collections and showcase for the latest, trending news and stories.

Here we’ll break down the complicated history of relationships between brands and influencers at New York Fashion Week and discuss what the future may hold for social media influencers at the event.

New York Fashion Week: A Brief History Of The Front Row

New York Fashion Week, a semi-annual event held during February and September of each year,has long been regarded as a glamorous but exclusionary event — perhaps due to the price point of designer apparel or the perceived inaccessibility of the fashion industry’s most prominent figures.

The world’s most prestigious fashion designers converge in New York City to present their latest collections to a conglomeration of critics, celebrities, and buyers. Since its 1943 inauguration, the event has become one of the fashion industry's most important occasions and attracts a variety of individuals for a variety of reasons.

The front row of NYFW is typically occupied by the traditional fashion press, stylists, retail buyers, and celebrities. The press comprises of critics, magazine editors, and reporters from some of the world’s most prominent publications and fashion outlets. Due to the weight of a published critique in influencing trends and more critically determining which collections sell, members of the press have traditionally been major players at the event.

In addition to the press, stylists attend to find clothing for clients and nurture relationships with designers. Celebrities are also typically in attendance, either due to an interest in fashion or because of the social nature of the event.

Influencers Enter The New York Fashion Week Front Row

In recent years, social media influencers have become an invaluable promotional tool for brands at Fashion Week due to their large online followings and proven ability to drive sales. Their efficacy has resulted in front row seating at shows and lucrative brand sponsorships.

Fashion influencers first grew to prominence in conjunction with the rise of blogging and the growth of social media platforms like YouTube and Instagram. By creating the type of content media audiences were increasingly hungry for and adeptly adopting new content formats like Instagram Stories and online live streaming, influencers began to outperform fashion brands' and publishers' social media accounts in terms of reach and audience engagement.

As influencers become the new tastemakers, they are threatening the role of the traditional fashion press. In the context of Fashion Week, influencers offer several benefits beyond what press typically is able to provide:

1. Influencers maintain engaged social media communities accustomed to daily interaction and updates. In comparison, Fashion Week content created by the press is more passive and doesn’t reach audiences with the same immediacy and consistency.

2. Influencers are highly relatable individuals that audiences easily identify with and trust when it comes to product endorsements.

3. Influencers can create personalized storylines around Fashion Week that are memorable for audiences, whereas Fashion Week coverage created by the press can lack a personal perspective.

How Brands Leverage Fashion Influencers At NYFW

The incorporation of influencers at NYFW initially began with product placement and one-off social media posts, in which influencers documented their Fashion Week experiences in partnership with various brands.

These posts typically took the form of influencers sharing a photo or video of themselves wearing an outfit gifted from a designer. In doing so, influencers showcased a designer’s outfit and enticed followers to buy the product from the designer.

As influencer marketing has evolved so have branded partnerships at Fashion Week. To distinguish and attract influencers, fashion brands now invite influencers to participate in elaborate branded experiences and exclusive events leading up to and after NYFW. Brands also secure influencers through brand ambassador programs in an effort to build long-term relationships beyond NYFW.

Kate Spade is one well-known fashion brand leveraging its brand ambassador program at New York Fashion Week. In the above example, fashion influencer Nicolette Mason (@nicolettemason) is pictured holding a Kate Spade handbag.

Within the caption, she emphasizes her role as a brand ambassador and connection to the brand through a personal anecdote. She also showcases looks from the brand’s Fashion Week presentation in the multi-image sponsored post, effectively expanding its reach beyond physical attendees.

The Traditional Fashion Press Reacts To Influencers

The success of influencer partnerships at NYFW has resulted in notable outrage among the traditional fashion press, perhaps best exemplified by a 2016 Vogue review of Milan Fashion Week. In the article, multiple editors antagonized fashion influencers with statements like:

I have to think that soon people will wise up to how particularly gross the whole practice of paid appearances and borrowed outfits looks. Look for style among a bought-and-paid-for (’blogged out?’) front row is like going to a strip club for romance.

Influencers present a legitimate threat to fashion publications. In the past, top fashion brands predominantly utilized fashion publications as an advertising channel, either through print ads or digitally. However, as consumers spend more time on social media and the medium becomes increasingly central to product discovery and purchase decisions, brands are allocating significant portions of their advertising budgets to influencers.

What Does Fashion Week’s Future Look Like For Brands & Influencers?

Today, the impact of fashion influencers on Fashion Week and the larger fashion industry is undeniable. Though influencer partnerships require fashion brands to pay for press that was previously free, influencer-generated publicity is incredibly lucrative.

Case in point, popular fashion blogger Arielle Nachmani (@somethingnavy) reportedly drove $40,000 in Pertersyn handbag sales over the course of two days after featuring Pertersyn in an Instagram story. In September 2017, she also drove one million dollars in Nordstrom merchandise sales in the span of 24 hours.

The presence of influencers at Fashion Week will likely remain a contentious issue, but their value to fashion brands will only increase with time. In comparison to the authors at fashion publications, influencers present a relatable, personable face.

Working in conjunction with influencers gives brands access to millions of fashion-interested consumers who trust their product recommendations. The accessibility and relatability of influencers is something the traditional fashion press will likely continue to find difficult to compete with.

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Meet Irene Lara, The Globally Popular Influencer Behind Studio4Lara

Irene Lara is a woman of ambition. She is a mother, entrepreneur, fashion blogger, Instagram influencer and soon to be YouTuber. Though she was born in Spain she's by all accounts a citizen of the world, constantly traveling to new cities and sharing her experiences online. Whether sharing her latest fashion finds with an audience of nearly one million or documenting her worldwide travels, Lara constantly entertains.

As she continues to make her mark, the fashion expert is doing so with positivity and grace. We sat down with Lara to discuss her journey to becoming a social media influencer, her advice for creating sponsored content and her future plans.

1. How did you develop an interest in fashion, beauty, and travel respectively?

Since I was little, I remember going to my grandma's house and looking at all the models in the magazines, with those stunning dresses and amazing looks. I was young, but I always knew fashion and beauty were a part of me. I believe fashion is another form of art and an amazing way to express ourselves.

Travel has always been there as well. Back home in Spain, we used to watch travel and nature documentaries all day featuring exotic destinations. I can't honestly recall watching anything else on TV but this and news.

I was obsessed with traveling the world. I wanted to be one of those travel reporters and that's why I decided to study journalism. Traveling is the best way to learn and educate ourselves and without a doubt, my biggest passion.

2. What were you doing before you became a blogger and Instagrammer, and what inspired you to pursue social media as a career?

After finishing both my degrees in journalism and PR, I opened my own importing company. I sold olive oil-based natural beauty products and olive oil online (my family produces it back in Spain). I also became a single mom during my last year of college (that's a full-time job by itself, so there were tough moments and it wasn't always easy).

I think it's quite an interesting story how I became a fashion blogger. I used to follow all of my favorite bloggers (some of them are friends now!) and thought I could never expose my life that much. By expose I mean to show my daily life, where I go, what I do and what I wear. I was too shy for that but I still wanted to develop and be able to be myself.

Even though my business was always doing well, I was missing something. I needed to dedicate part of my time to one of the things I like to do best: writing. That's how I created my blog Studio4Lara, which was actually an interior design and decor blog.

irene-lara-influencer

3. How have your blog and Instagram feed evolved over time? Any specific turning points?

After a year of blogging, I had a loyal following and regular readers, but I never showed my face and it was unthinkable to do so! My best friend pushed me to start sharing my looks and beauty tips, to dedicate more time to it and take it more seriously. "You would be good at it," she would say.

More than three years after here I am, sharing my daily looks, trips and pretty much all I do with my followers. I could never imagine this would be my full-time job and that it would help me achieve so much! It still feels like a dream sometimes.

To be honest, I didn't even know you could make money out of it! Studio4Lara was born from passion. When not caring for my baby or working, I would dedicate every single second to Studio4Lara, and that's why it's so special.

4. Outside of writing and photography, what creative mediums would you like to explore next?

I am launching my YouTube channel really soon, stay tuned for it! I am actually extremely excited about it!

5. How do you decide which brands to partner with, and how do you ensure that your fans are receptive to sponsored content?

I'm very selective when it comes to working with brands. You have to keep your feed real and be ethical, and make this your priority (instead of money). Being paid for creating content doesn't mean it's not real, or at least it shouldn't mean that.

When I work with a brand it's because it's something I really like, wear or use in my daily life. I always try to test the products I'm showcasing to give a real and clear message to my followers. Luckily, I also work with a lot of brands I've been using for years, so I always keep it honest.

I have to say no to many opportunities because it wouldn't feel right and also long term it would negatively affect my feed and following. People aren't stupid and I'm sure they can notice when something isn't totally true!

6. What's the most overrated part of working in social media?

Still today, a lot of people don´t realize how much work and time we have to invest into this. Even though I love my job and wouldn't do anything else as long as I can make a living, it's not always as glamorous and fun as it looks.

I work pretty much all day and always have to cover events, brunches, trips and product launches. You can never just fully enjoy yourself and forget about your phone. I often catch flights for jobs in amazing places that I don´t get the chance to visit!

There are days when I literally work 14 hours, and I rarely take a day off. When I go on "holiday" I'm normally working with hotels, airlines or tourism boards and need to take pictures and film. Traveling is actually the time when I create my best content!

You need to keep building your feed and stay active to stay on top of the game. And that isn't easy!

7. What advice would you give to those interested in building a following online?

Be constant. Focus on what you really like and set small goals.

Also, I think so many people today start blogging expecting to make a profit. Of course, we all want to get rewarded for our time, but the main reason should not be that. I have never met a successful blogger or influencer who doesn't love what they do and truly enjoy doing it!

8. Lightning round:

One beauty tip that you live by?

Drink water with lemon!

Favorite travel destination of all time?

Bali.

Go-to outfit?

Jeans, basic t-shirt, sneakers and a cool biker jacket (always works)!

Best moment of 2017?

I have too many, but if I had to chose one, it would be my work trip to LA when I got to take my son with me. It was his birthday and we spent it at Universal Studios. It was just magical!

Instagram or Snapchat Stories?

Instagram stories of course!

Any exciting 2018 projects that your fans should know about?

So many, some of them I can't reveal just yet! But as I said before, the biggest highlight will be my YouTube channel, where I will be posting weekly videos and vlogs.

This interview has been edited for clarity.

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Master Blogger Partnerships With These 7 Essential Tips [Marketer's Guide]

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5 Essential Blogger Outreach Best Practices, Tips & Guidelines Every Marketer Must Know

With the incredible rise of social networks over the past decade, it can sometimes be easy to forget about the other rich, social components of the internet. One of these important destinations is the tried and true blog.

There are over 440 million blogs in the world, covering a wide variety of interests and categories. On WordPress — one of the most popular blogging platforms on the internet — 409 million people view more than 21.5 billion pages each month. When considering these staggering numbers, it becomes apparent just how influential bloggers are on the web.

From fashion, to food, to travel and home improvement, blogs are a vital part of many internet users’ daily lives. In that way, these blogs can also play an important role for businesses trying to connect with new and existing customers online.

Before reaching a blog’s audience, however, a brand must first engage the blogger or bloggers and express interest in working together. In the post below, we’ll explore some of the best practices for reaching out to and generating relationships with bloggers.

1. Establish Your Brand And Blogger Outreach Goals

Brands can work with bloggers to achieve a variety of goals:

Drive sales - Many bloggers promote products and/or services to their audiences through reviews and recommendations on their site. Consumers look to bloggers for advice on the latest products, services, and brands.

Create brand awareness - Bloggers are adept at introducing audiences to new brands, helping to increase awareness.

Grow a social following - The most popular bloggers in the world aren’t confined to a website or blogging platform, but also have powerful presences on a variety of social networks. These bloggers can encourage or incentivize their audience to follow a brand’s social media accounts.

Spokesperson or brand ambassador - Some brands choose to create a closer relationship with bloggers, enlisting them as spokespeople and/or ambassadors for their brand. This formal sponsorship creates public awareness of the partnership and allows brands and bloggers to work together on longer-term projects and campaigns.

Regardless of what approach a business wishes to take, it’s important that their goals are clearly outlined and communicated to bloggers at the outset of the relationship.

2. Research and Get To Know The Blogsphere and Bloggers

Finding the right blogger takes time and resources. Blogs and bloggers can be researched via search engines based on which categories a brand wants to target i.e. “lifestyle blogs" or "food blogs."

However, many other considerations, such as the blog's PageRank — a way the popularity and reputability of a site is measured — as well as the blogger's social media presence should also be taken into consideration. Moreover, it’s wise to look at a blogger’s "About Me" page to understand who they are and what they might be looking for in a partnership.

The due diligence required to find the right blogger for a particular campaign can be intensive, and companies with strong blogger relationships such as influencer marketing agencies can assist businesses in finding and vetting the right content partners.

3. Engage and Contact Bloggers The Right Way

Before sending a cold email to a blogger about a potential partnership, consider engaging with them on social media or in the comment section of their own site. Showing familiarity and interest in the blogger and their work can help you build an organic connection with them before a pitch is ever made.

Moreover, like/favorite, comment, and share/retweet blogger’s posts through their various social accounts. Taking these extra steps can show a blogger that a brand is interested in cultivating a real relationship, rather than a single transaction.

When contacting a blogger with an offer to work together, be friendly and concise. Many bloggers are busy people who get a lot of requests for sponsorship and promotion.

While personalization is best, some campaigns call for a large number of bloggers to be solicited. In these instances, businesses can adopt tools that offer different outreach templates and management systems but like most software, they have limitations and potential risks.

Alternatively, an influencer marketing agency with a track record of working with reputable bloggers can help to make introductions and establish fruitful connections.

4. Pitch Bloggers Correctly

Many bloggers are savvy business professionals, so be prepared to tell them how a partnership can be of value to them (money, product, exposure, etc.). It’s also vital to be clear and honest, and not overpromise compensation or exaggerate the future of the relationship.

Enthusiasm is infectious. Brands should show their passion for the blogger, their own product or service, and the potential of the collaboration. In as organic a way as possible, look to get bloggers excited about the project and prospect for a mutually beneficial relationship.

5. Maintain Meaningful Blogger Relationships

A fruitful blogger outreach strategy depends on not only finding, contacting, and pitching bloggers, but also maintaining relationships with them. Treat bloggers well throughout the duration of a campaign, and once it ends, stay in touch.

Maintaining positive blogger relationships will not only make for stronger and more meaningful connections, but will also benefit future campaigns. Influencer marketing is an industry built on relationships and the more positive connections a business can make, the more opportunity it will have to grow its presence online.

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Easter Marketing Campaign Case Study: How Whole Foods & ALDI Do Influencer Marketing

Few grocery stores are as drastically different than ALDI and Whole Foods. The former is known for its discount prices and the latter is practically synonymous with the terms “high-end” and “organic.” In the following case study, we’ll examine how both execute Easter influencer marketing campaigns to serve differing business goals.

The National Retail Federation projected that American Easter spending would amount to $18.2 billion in 2018, or $150 a person. Sustenance, whether chocolate bunnies or glazed ham, is a cornerstone of the holiday. Of the money Americans spend on Easter, the largest portion is dedicated to food, roughly $5.7 billion.

As such, the holiday presents an excellent advertising opportunity to food suppliers. Grocery stores are especially poised to benefit from Easter marketing because more than half of Americans (58%) prepare Easter dinner instead of eating out.

Aldi Partners With Major Food Bloggers For Their Easter Marketing Campaigns

The German supermarket chain ALDI is best known for its discount prices and no-frills shopping. The global retailer plans to expand to 2,500 U.S. stores by 2022 and serve 100 million customers a month.

With its expansion, the company is emphasizing that its low prices don’t equate to low-quality food. ALDI CEO Jason Hart says the company’s focus is on, “...giving customers what they want, which is more organic produce, antibiotic-free meats and fresh healthier options across the store, all at unmatched prices up to 50 percent lower than traditional grocery stores.”

To promote its discount prices and high-quality ingredients ALDI took advantage of Easter, a holiday characterized by delicious food whether in the form of ham, lamb, or sweets. By way of influencer marketing the grocer skillfully presented its Easter offerings as equal to the quality of non-discount stores, but a cut above the rest because of its affordable prices.

To do so, ALDI partnered with five top food bloggers to create a unique recipe focused campaign. Each influencer created one sponsored blog post featuring an Easter recipe, accompanied by one to two sponsored Instagram posts.

The Easter campaign dovetailed with the brand’s overarching #ALDILove marketing initiative, making for highly discoverable Instagram content. From smoked gouda biscuits to a cheese plate, the recipes featured ingredients often thought to be expensive — driving home ALDI’s advantage over other grocery chains.

Influencers involved:

Three of the influencers involved were macro influencers with over 100,000 followers. The remaining two were micro influencers with less than 100,000 followers

@pinchofyum — 581,000 followers
@loveandlemons — 244,000 followers
@cozykitchen — 214,000 followers
@foodfaithfit — 77,500 followers
@playswellwithbutter — 4,900 followers

Food blogger Lindsay Ostrom (@pinchofyum) was the largest influencer involved in the campaign with 581,000 followers. To showcase ALDI’s product offerings Ostrom prepared a ham, egg, and cheese brunch recipe via one sponsored blog post and two sponsored Instagram posts.

lindsay-ostrom-aldi

Ostrom’s sponsored content fulfills the primary purpose of informing consumers that they can shop affordably at ALDI without settling for lesser quality ingredients. In the blog post, Ostrom says, “I love ALDI eggs - lovely organic cage free large brown eggs that do not cost your life savings,” drawing attention to both ALDI’s low prices and organic offerings.

Similarly, in the captions of both Instagram posts she explicitly uses the phrase “organic brown eggs,” to let followers know that ALDI offers organic eggs as opposed to generic “eggs.”

Secondarily, the recipe itself showcases ALDI’s food as perfect for quick, easy-to-follow recipes. A consumer looking for easy-to-prepare meals is also likely in search of an efficient and affordable shopping experience. Therefore, the recipe appeals to ALDI’s ideal demographic.

Ostrom accentuates the easy-to-follow nature of the recipe in her second Instagram post by preparing it from start to finish in a 45-second long video. The short clip is not only enticing, its short duration makes it a quick, digestible watch. The short watch time increases shareability and gives audiences an easy and delicious Easter recipe.

Similar to Ostrom, Adrianna Adarme (@cozykitchen) uses the same step-by-step video format and accompanying blog post to feature ALDI’s product offerings in the context of an Easter recipe. Instead of brunch cups, she teaches her 214,000 followers to prepare smoked gouda black pepper biscuits with spiral sliced ham.

While Ostrom showcases ALDI’s food as organic and easy to prepare, Adarme doubles down on emphasizing ALDI as ideal for the inexperienced cook. In the blog post she says, “I’m going to be very honest and tell you I’ve never made ham before. It couldn’t have been easier. You just stick in the oven for a few hours, add some glaze in the last 30 minutes of baking, which I doctored up to have some spices like ginger and cinnamon, and that’s really it.”

This explicit focus on easy preparation and efficiency is likely to appeal to ALDI customers.

Furthermore, Adarme is a food blogger especially known for her pastries. In unsponsored content, she has prepared mojito cupcakes and honey scones. By making biscuits from scratch in partnership with ALDI she sticks to the content and formats her audience expects and loves.

Whole Foods On-The-Go Easter Marketing Campaign With Influences

Dubbed America’s healthiest grocery store, Whole Foods is positioned on the opposite end of the spectrum within the public’s consciousness. Though it has 479 U.S. locations to ALDI’s soon to be 2,500, it generates upwards of $15 million in revenue a year.

Unlike ALDI the brand doesn't need to inform consumers that it offers high-quality organic food; high-quality ingredients are its claim to fame. The grocer is therefore faced with a different problem: How does it let consumers know that its high-quality food and products aren't just for the expert home chef?

At first glance, Whole Foods looks like a perfect fit for an Easter influencer campaign celebrating the high-quality ingredients and time-intensive process characteristic of preparing Easter dinner. However, the brand chose to go in the different direction and showcased its pre-prepared Easter offerings available for order and pick up in store.

By featuring its order and pick up service, the campaign appeals to a unique subset of consumers who don’t necessarily have the time or experience to prepare highly-involved meals. To reach this unique demographic, Whole Foods partnered with influencers who reflect the same group.

Influencers involved:

In accordance with its campaign goals, Whole Foods partnered with seven influencers (one macro, six micro) who each created one Instagram post promoting its pick up Easter menu. Notably, none of the influencers created a separate recipe blog like for ALDI’s campaign because of the specific subset of Whole Foods’ business being advertised.

@paleomg — 330,000 followers
@pbfingers — 45,100 followers
@averiesunshine — 43,600 followers
@thealmondeater — 22,600 followers
@melaniemakes — 6,800 followers
@brunchnbites — 6,300 followers
@thrivingonpaleo — 4,400 followers

whole-foods-sponsored-instagram

Micro food influencer Erin Druga (@thealmondeater) was one of the campaign’s top performers. In a photo, she showcases a mouthwatering Easter table spread that looks like it’s taken hours to prepare. Within the photo’s caption she surprises followers by exclaiming, “Believe it or not, ALL of this food was conveniently ordered from @wholefoods and guys, everything was so delicious.”

Looking exclusively at the image, audiences might assume that Druga will be teaching followers how to prepare Easter dinner from scratch with all the fixings. The caption serves to pleasantly shock viewers and raise awareness exclusively of Whole Foods’ order and pick up service.

The post also fits in well with Druga’s Instagram feed. She regularly features advanced recipes like caramelized banana shortcakes and chorizo mango pizza. The elegant Easter spread is what her audience expects, doubling the effect of the unexpected caption reveal.

easter-marketing

One of the smallest influencers in the campaign, Melanie Bauer (@melaniemakes) published a similar photo to Druga—a beautiful Easter dinner spread made possible by Whole Foods’ order and pick up service. The mother of four appeals to her audience, likely in the same demographic, by positioning the service as an indispensable tool for any busy parent.

In the caption of the multi-image post she says, “We've celebrated four birthdays in our family in the last four weeks and this mama is exhausted. Birthday number five, my husband's, is just around the corner. On Easter, no less. I've decided I'm ready for someone else to do the heavy lifting on this double holiday in our house. Enter @wholefoods.”

Together the caption and multiple accompanying images demonstrate to audiences that a Whole Foods Easter can be just as presentable and delicious as one prepared from scratch.

Within the caption Bauer also provides a link to Whole Foods’ order and pick up web page, helping to drive web traffic and purchases.

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How Top Auto Brands Maserati, Jeep & More Execute Influencer Marketing Campaigns

Last year, U.S. auto industry sales dropped for the first time since the 2008 financial crisis. After years of strong performance, annual sales dipped by a small but still noticeable 1.8%.

To combat the ever challenging car market auto brands of all types are turning to influencer marketing to win and retain customers. Here we’ll examine how automakers among the likes of Maserati, Jeep, and Land Rover are adapting their marketing strategy for social and winning.

Toyota Teams Up With Pet Influencer @Loki The Wolf

Founded in 1937, Toyota is a brand known for its practical and equally affordable vehicles. By annual revenue, the Japanese automaker is the fifth largest company in the world. In 2017 alone, Toyota generated more than $254 million in revenue.

The 4Runner is one of the brand’s most popular models. According to Toyota, 31,550 4Runners have already been sold in the U.S. this year. Toyota also estimates that trucks and SUVs now account for two-thirds of the auto market, which explains why the brand chose to promote its 4Runner model with social media influencers. To improve upon its already successful 2018 4Runner sales, the brand partnered with travel influencer Kelly Lund (@sharktoof) and his influencer dog @loki.

The 4Runner is a car designed for adventure and outdoor exploration. On Toyota’s website, photos feature the vehicle traveling off-road and being filled with camping gear. As such, Loki, a Siberian Husky, is a perfect influencer to promote the rugged, off-terrain vehicle. The dog’s Instagram account (run by Lund) is an amalgamation of picturesque shots in nature.

One can expect that Loki’s audience shares a similar interest in nature and outdoor pursuits, as this is the content users sign up for when following Loki on Instagram. Toyota is therefore tactful in choosing Loki over other influencers, as the dog gives the brand access to a subset of consumers likely to be interested in the 4Runner.

Toyota’s Instagram partnership with Loki started in February 2017 and has since included close to two sponsored posts a month. Curiously, the posts situate the 4Runner in a diverse array of natural environments (snow, forest, and desert), subtly reminding followers of the vehicle’s versatility. Furthermore, the seamless integration of the photos into Loki’s feed is compounded by the authenticity of the long-term partnership over a one-off campaign.

Maserati Advertises Its Luxury Cars With Luxury Influencers

To put it simply, Maserati is a completely different car company than Toyota. The Italian carmaker epitomizes luxury and class. Its streamlined vehicles start at over $74,000 and are meant to go fast, in style. To promote its luxury models, the brand traveled to the Alps with three influencers, effectively living up to its reputation for creating, “Masterpieces of elegance, luxury, and sports car performance.”

The trio of influencers involved included macro influencers Scott Schuman (@thesartorialist) and James Walker (@mrjww), as well as micro influencer Jenny Walton (jennymwalton). Maserati organized a photo and video shoot in the snowy mountains of Courmayeur, Italy with beautiful views of Mont Blanc.

Scott Schuman, creator of The Sartorialist and the largest influencer involved in the campaign, is a blogger and photographer who describes his interest in, “Creating a two-way dialogue about the world of fashion and its relationship to daily life.” His Instagram feed is an ideal medium for Maserati to reach more than one million interested in elegance and luxury.

The same can be said for micro influencer Jenny Walton. Her fashion blog and Instagram feed celebrate high-end fashion, positioning her to showcase a luxury brand like Maserati. Additionally, her portfolio includes past partnerships with Saks Fifth Avenue and Carolina Herrera, a strong indicator that her audience is likely to enjoy sponsored content from a brand like Maserati. In the form of two sponsored Instagram posts, Walton shows how Maserati’s elegance pairs perfectly with her elegant fashion.

The non-fashion outlier of the campaign was James Walker, an auto influencer with 192,000 followers. Though Walker doesn’t give Maserati access to a luxury fashion-centric demographic, he exposes the brand to an audience interested in sports car performance — a tenant central to Maserati’s brand identity.

In partnership with Maserati, Walker published seven sponsored Instagram posts. One of the highest performing posts is a video showcasing the speed and handleability of Maserati vehicles. In the video, Walker drifts a Maserati in the snow, which serves to give his audience the auto content it's accustomed to while simultaneously providing information about Maserati.

Jeep Adventures On Location With Pro Surfers

Much like Toyota, Jeep has also turned to travel and adventure influencers for marketing campaigns. During the World Surf League Billabong Pipe Masters event in Hawaii, Jeep teamed up with a group of professional surfers, photographers, and influencers, because in Jeep’s words, “Surfing and adventure have always gone hand in hand.”

Using the hashtag #JeepWSL, the brand partnered with six macro influencers: Chelsea Yamase (@chelseakauai), Sam Potter (@captainpotter), Travis Burke (@travisburkephotography), James Cole (@earthfocus), Malia Manuel (@maliamanuel), and Courtney Conlogue (@courtneyconlogue). Each posted between one and three sponsored Instagram posts.

As millennial influencers, the group of six appeals to an important Jeep demographic: adventurous, young professionals who are likely ready to purchase their first middle-priced car. For instance, Yamase is in her late twenties and travels the world for a living. Her audience is likely of a similar age and interested in travel.

In one sponsored Instagram photo, Yamase features a Jeep Wrangler. Yamase positions the vehicle as a tool that helps her chase experiences by saying, “Cruising around Oahu with @Jeep this week to document some of the #BillabongPipeMasters.” The statement serves to emphasize that a Jeep is a car that facilitates the experiences and lifestyle her followers are interested in.

By centering the #JeepWSL campaign around the Billabong Pipe Masters event, Jeep was also able to capitalize on the anticipation of a specific event. The Pipe Masters is the final competition of the WSL world tour each year. The campaign communicated Jeep’s brand identity as an adventure vehicle manufacturer and positively associated its vehicles with an adventure-centric event.

Furthermore, professional surfers like Conlogue and Manuel who are competitors on the WSL tour serve to reach the audience keep wants to target — adventurous, sporty and looking to travel.

Land Rover Discovers A Wide Range of Influencer Audiences

British manufacturer Land Rover is famous for its iconic four-wheel-drive adventure cars that offer a perfect mix of class and practicality. To highlight the durability and versatility of its vehicles, the brand teamed up with seven influencers: Lauren Bullen (@gypsea_lust), Jack Morris (@doyoutravel), Michelle Madsen (@michelletakeaim), Ed Stafford (@ed_stafford), Jessica and Garrett Gee (@thebucketlistfamily), and Lydia Millen (@lydiaemillen).

In collaboration with the Gee family, Land Rover showcased the practicality of its 7-passenger SUV, the Discovery. In the form of one sponsored photo, the family of five shows how easily their luggage and gear fits into the Discovery and emphasizes the car's practical advantage.

In addition, the photo and caption also serve to highlight the car's versatility. The Gee family is known for their outdoor-centric adventures and in 2015 sold all their belongings to travel the world. Nevertheless, they're using the Discovery to do something as ordinary as traveling to their relative's house for Thanksgiving. By mentioning the holiday, the family indicates that though perfect for adventure, the Discovery is also appropriate for everyday use.

Similar to the Gee Family, travel influencers Jack Morris (@doyoutravel) Lauren Bullen (@gypsea_lust) emphasized the Discovery's various capabilities by traveling to the Namibia desert with the brand. Each published two Instagram posts describing their trip using the hashtag #Discovery.

Morris and Bullen are two influencers known for traveling in style and frequently stay at five-star hotels and villas. As such, the two perfectly embodies Land Rover's reputation as a brand infusing luxury with rugged adventure. By traveling to the Namibia desert in a Discovery, Mullen draws attention to the car as durable and able to withstand rugged climates. At the same time, her appearance in a polished outfit in the image above draws clear connections between Land Rover and a luxorious lifestyle.

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How PopSugar

On April 17, 2018, news outlets among the likes of Racked, The Verge, and Fashionista broke a story centered around media and technology company PopSugar and Instagram influencers. Several fashion and lifestyle influencers have come forward and accused the celebrity and fashion-centric online news site of repurposing their Instagram content, without permission, to generate profits via affiliate links.

Founded in 2005, PopSugar is more than just a source of popular culture news. The media company also sells a quarterly subscription box, its own makeup line, and until last year owned the affiliate link service ShopStyle. According to its website, PopSugar’s global audience sits at 400 million, the brand reaches one-in-three millennial women and achieves 3.1 billion global monthly content views. This is all to say, the company has the potential to earn enormous sums of money using affiliate links.

In the following post, we’ll break down the fallout of the allegations against PopSugar and discuss the scandal’s implications for the influencer industry, particularly in regards to content ownership and copyright infringement.

PopSugar vs. Instagram Influencers: A Comprehensive Timeline

April 15, 2018: A member of a private Facebook group of nearly 2,000 influencers partnered with the affiliate platform RewardStyle and its Instagram service LIKEtoKNOW.it posts a screenshot from popsugar.com. The screenshot looks like the influencer’s Instagram feed but contains only shoppable posts.

The posts were reportedly Instagram images the influencer published with LIKEtoKNOW.it affiliate links. On the PopSugar site, the LIKEtoKNOW.it affiliate links have been replaced with ShopStyle affiliate links. Each post links to a shoppable PopSugar page where visitors can purchase items showcased in the image.

April 16, 2018: The affiliate linking service ShopStyle, sold from PopSugar to Ebates in 2017, tweets that until further notice PopSugar has been disabled from generating monetized links using its service. The company reports that many influencers have informed its staff that PopSugar may have used their content without consent.

Notably, ShopStyle distances itself from PopSugar in saying, “It is important for you to know that ShopStyle is not currently owned or operated by PopSugar.” The company also says it's conducting a “thorough investigation.”

April 16-17, 2018: A group of Instagram influencers tells Racked that they're considering pursuing a class-action lawsuit against PopSugar.

April 17, 2018: RewardStyle founder Amber Venz Box sends an email to its enrolled influencers stating that thousands of images belonging to RewardStyle influencers were put on popsugar.com without RewardStyle’s knowledge or consent.

According to The Verge, the email contained the explicit statement:

“Yesterday evening, it came to our attention that popsugar.com had not only repurposed influencer content without their consent, but further removed all rewardStyle commissioned links, and instead monetized by ShopStyle affiliate links.”

An influencer herself, Venz Box’s own content was also compromised. 1,800 of her Instagram photos appeared on popsugar.com and were stripped of their original LIKEtoKNOW.it affiliate links and replaced with ShopStyle links.

April 17, 2018: The same day, PopSugar co-founder and CEO Brain Sugar tweets a formal apology to any influencers affected. He explains that the shoppable feature on Popsugar’s website was developed during a 2017 company hackathon and that, “We mistakenly left these URLs open not to make money or anything nefarious, but from a lack of monitoring and misallocation of resources.”

In the tweet, Sugar also pledges to pay the influencers who earned money through the feature saying, “Since the feature went live, we have received $2,695 in commissions for this area on popsugar.com and we will pay in full the appropriate influencers who have earned it.”

April 18, 2018: According to reporting from The Verge, PopSugar removes the shoppable influencer posts from its website.

April 18, 2018: In a second Twitter statement, ShopStyle emphasizes that it had no knowledge that PopSugar used ShopStyle affiliate links to monetize influencer content without permission. The company says, “PopSugar acted alone, and we do not condone their actions in any way.”

ShopStyle also says its terminating agreements with PopSugar because the brand, “...not only violated the trust of our influencer community but also violated terms of its agreements with Ebates and ShopStyle,” when using influencer content without consent.

The Verge has specified that the agreement being severed between the two companies is one allowing PopSugar to collect revenue with ShopStyle affiliate links in exchange for “sale-generating creative content.”

Why Are Influencers Outraged With PopSugar?

Numerous influencers have reported that PopSugar stole content from their Instagram accounts (images, Instagram profile information, and Instagram bio information) without permission. Allegedly, this content was then repurposed for a shoppable feature on PopSugar’s website.

Crucially, the repurposed influencer images contained LiketoKnow.it affiliate links. PopSugar replaced the LiketoKnow.it affiliate links with ShopStyle affiliate links, effectively stealing the revenue influencers would have generated.

Influencers are upset with PopSugar not only because the content they created for Instagram was used without permission, but because many depend on affiliate linking as a source of income. By removing influencers’ affiliate links PopSugar used influencer content for its own gain and prevented influencers from making money.

Influencer dissatisfaction and anger against PopSugar has spread across the web, a large portion of which can be found on PopSugar’s Instagram page.

What Does The Scandal Mean For The Influencer Industry?

The PopSugar scandal raises several questions related to content ownership and copyright infringement, namely is it legal to repurpose content published publicly by an influencer to generate your own profit? If not illegal, many influencers feel it's unethical for one to use their content without gaining permission and providing credit (both monetary and non-monetary).

For instance, Nita Mann (@nextwithnita) a macro influencer who found 615 images from her Instagram feed on PopSugar.com typically charges a monetary fee for content reuse. Mann disclosed to Racked that brands and websites who ask to use her content pay a flat $100 for reuse. However, Mann’s fee doesn’t apply to posts containing affiliate links or the replacement of affiliate links.

Others have said that PopSugar’s actions are a form of copyright infringement because influencer content looks to be stolen in entirety, with only the affiliate links on Instagram posts being replaced.

Regardless, the incident is damaging to PopSugar’s reputation, particularly as influencers are increasingly viewed as legitimate working professionals. For many, especially smaller influencers, affiliate links contribute heavily to their ability to make a living on social media. For a brand to replace an influencer’s affiliate links with its own, seems to be widely viewed as an underhanded and unacceptable way to do business.

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11 Blog Types That Every Marketer Must Know

With over 440 million blogs in the world, keeping tabs on the globe's top writers and most interesting stories is nearly impossible. Covering every niche and industry, editorial-focused influencers offer a wealth of information that has helped to shape the internet and our everyday lives.

For businesses, identifying and partnering with the right blogs can generate brand exposure and create meaningful interactions with potential customers. In the following list, we’ll take a look at 11 popular blog categories to learn how they can help brands expand their online reach and impact.

1. Food Blog

Food bloggers dish out some of the most inspired meals on the internet. These “foodie” influencers offer DIY recipes, cooking tips, nutritional information and product recommendations, as well as meals for any and every occasion.

Hallmarks of a successful food blog are a personable influencer, step-by-step guides, as well as high-quality images and videos. Businesses looking to reach a food blogger’s audience should consider how their messaging or product would best pair with this type of environment and content.

Food influencer Lindsay Ostrom inspires millions of home-cooked meals with her writing with Pinch of Yum. Another blog, The Pioneer Woman, hosts her own Food Network TV show, stemming from her massive readership.

2. Lifestyle Blog

A lifestyle blog is a digital window into its author's everyday life, interests, and experiences. Top lifestyle bloggers document a wide range of activities like travel, work and home life, family and parenting, as well as special occasions and events. These bloggers are often well-rounded individuals with large followings that brands can partner with around almost any category of product or service.

Personal struggles and experiences make for incredible stories that draw in and connect with core readers. Bleubird and Cupcakes and Cashmere are among the top blogs in this space.

3. DIY Blog

Do it yourself (DIY) bloggers are knowledgeable and crafty online personalities that offer tutorials, recommendations, and clever hacks across a wide variety of topics. When turning to Google for advice on how to build something, researchers are often routed to DIY blogs for the answer. How-to’s, step by step guides, and lifehacks give direction to almost any home project imaginable.

The crafty and handy sisters behind the massively popular DIY blog, A Beautiful Mess, engage readers with their creative builds and projects. Vintage Revivals is another high traffic blog, specializing in home improvement. DIY content can help people save time and money, or just create something fun and unique. Brands looking to tap into do-it-yourself audiences can leverage product placement in an educational format.

4. Home Blog

Interior design, paint, landscapes, appliances, remodels and real estate are all examples of content you’d find in the home category. Brands looking to reach home and decor enthusiasts can partner with these lifestyle experts who maintain daily contact with these engaged audiences.

Stylists, designers and handymen and women provide trusted guidance and tutorials for home improvement projects. Style by Emily Henderson and Miss Mustard Seed are two of the biggest home blogs. TV shows, books, and custom retail lines ass to the reach of several top influencers in this space.

5. Travel Blog

Travel bloggers document destinations all over the world with beautiful imagery and video. Top bloggers in this genre write about the incredible people they meet, places they stay, food they eat, or sights they see during their travels.

For people planning trips or getting travel ideas, popular travel writers provide valuable insights. OhDearDrea and Barefoot Blonde are two key opinion leaders in the space, maintaining massive followings on both their blogs and social media channels.

6. Fashion Blog

A fashion blog covers clothing and accessories, trends, seasonal styles and more. Followers of fashion blogs usually look to their favorite bloggers for the latest tips and fashion tricks. Since recommendations by fashion influencers can drive significant purchase interest, it’s no wonder top brands are seeking partnerships with them.

Gal Meets Glam and Song of Style are popular fashion blogs. Although most fashion blogs are tailored to women, men’s blogs also attract large audiences.

Related Post: Are Top Fashion Influencers Ruining NYFW?

7. Beauty Blog

Known for detailed makeup videos, appealing hairstyles, and expert product recommendations, beauty bloggers understand glamour. Influencers in this niche set trends for what’s popular in nails, skincare, and hairstyle.

To accompany their popular blog, the sisters behind Cute Girl Hairstyles have over five million YouTube subscribers. The Small Things Blog is another top website, specializing in makeup and skin care.

8. Mommy Blog

Mommy bloggers are role model mothers who write about their lifestyle as parents. These bloggers provide strong examples of motherhood and thus deliver first-hand experience to mothers going through the journey of raising children.

Mommy bloggers post about fun outings, adorable times with their children and the milestones that come with raising a family. Love Taza and Baby Sideburns are leading blogs in the genre. Love Taza has worked with brands like Target and the Starwood Hotels.

9. Health & Fitness Blog

Health and fitness bloggers motivate millions of people looking to lead more active lifestyles. Seen as experts in the gym and kitchen, they have respected opinions about the latest supplements, diets and workout regimens.

As consistency is critical in this space, influencers frequently post on their newest workouts, activewear and life updates. Often in peak physical shape, these bloggers compete in marathons and bodybuilding competitions, inspiring people to tackle their own goals. Hungry Runner Girl and Simply Taralynn are front-runners in women’s fitness and healthy eating blogs.

10. Business/Entrepreneurship/Productivity Blog

Business blogs include everything from finance to personal development to B2B advice. Tips on making money, increasing productivity, leading teams, or learning something new are highly trafficked subjects.

Top business blogs like Ask a Manager and Evergreen Small Business answer the biggest questions from the workforce. Content here reaches employees and executives from every industry, advising on topics like productivity hacks, stock trading and career advancement.

11. Niche Blog

With the notion that you can learn anything online, welcome the niche blogger. Known for having mastery over specific topics, these bloggers hold authoritative opinions on their areas of expertise. Heavily sought out niche content includes tech reviews, product testing, gaming strategy, pets, science, cars and endless other categories.

PetaPixel and Autoblog are two niche giants that can drive highly targeted traffic for relevant brands within the photography and auto industries.

Also See Our Posts On:

7 Steps To Working With Bloggers To Promote Your Business

Marketer's Guide: How To Write An Effective Influencer Brief

The 13 Biggest Influencer Marketing Trends To Know For 2018

Exclusive Interview With Top Fashion Blogger Irene Lara

The post Marketer’s Guide: 11 Types Of Blogs That Can Help Businesses Reach New Customers appeared first on Mediakix | Influencer Marketing Agency.

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10 Pinterest Influencers Sparking Your Next DIY, Style, Or Home Improvement Project

Pinterest launched in 2010 and has since amassed 200M monthly active users. In the past year alone, the social media site has also reportedly grown 40%. Pinterest is a platform where users connect based on their interest in particular products and topics. Users create “boards” that pertain to a specific topic, like interior design, and curate images and products sourced from across the internet.

On YouTube, Instagram, and other social media sites certain users have amassed millions of followers, and Pinterest is no different. The top 10 Pinterest influencers today have followers in the multi-millions and have used their online success to partner with brands and start businesses.

The Best Pinterest Influencers Guiding Trends Online

Top Pinterest influencers demonstrate a strong sense of style and can guide product trends. Here we’ve gathered the top users on the platform today who are inspiring audiences and sharing their latest interests with millions.

1. Joy Cho / Oh Joy! - 13 Million Followers

Graphic designer Joy Cho boasts an astonishing 13 million followers on Pinterest. She got her start as a blogger, and then expanded to other social platforms such as Pinterest, Instagram, and YouTube.

Cho creates Pinterest boards on the topics of interior design, cooking, style, and more. She has used her online success to start her own graphic design studio, publish 3 books, and create a line of original homeware products in partnership with Target.

2. Maryann Rizzo - 9 Million Followers

Maryann Rizzo is an American interior designer that runs the Pinterest account of the same name. Though she remains relatively anonymous, Rizzo curates Pinterest content focused exclusively on interior design.

Her most followed board is called “Everything” and includes furniture, artwork, and holiday specific decorations. Rizzo also manages the Tumblr page Curated Style, which is an extension of her interior design interests.

3. Bekka Palmer - 8.5 Million Followers

Photographer and textile artist Bekka Palmer hails from Brooklyn, New York. Images of interior design, clothes/accessories, and artwork can be found on her Pinterest.

In addition to Pinterest, Palmer runs a website where fans can purchase her textile artwork and original photography prints. She also blogs about her recent travels and current interests.

4. Poppytalk - 8.1 Million Followers

The Pinterest page Poppytalk is run by Vancouver B.C. creatives Jan Halvarson and Earl Einarson. The pair created a lifestyle blog specializing in interior design and cooking, and use Pinterest to gather inspiration and share ideas.

In 2014, Poppytalk collaborated with Target to create an original product line that includes tableware, water bottles, and more. Halvarson and Einarson have also leveraged their success as Pinterest influencers to partner with Tiffany & Co., Roots Canada, and Staples.

Related Post: The Top 10 Lifestyle Bloggers To Know

5. Cathie Hong - 8 Million Followers

Designer Cathie Hong lives in San Jose, California with her husband Steven and two children, and pins on the topics of interior design and style. Her Pinterest board “Fashion & Style” has more than 3 million followers.

Hong also has a knack for calligraphy and penmanship. In 2010, she launched her own online stamp store, which sells handmade and custom stamps that she creates.

6. Jane Wang - 7.7 Million Followers

Little is known about Pinterest star Jane Wang, who describes herself as a Chinstrap Penguin from Antarctica on her profile. Nevertheless, she has accumulated more than 7.7M followers and her board “Delicious,” a collection of recipes, has more than 6 million followers alone.

Wang pins on a variety of topics including animals, books, DIY projects, and yoga. Her boards are wide ranging and feature something for everyone.

7. Bonnie Tsang - 7.7 Million Followers

Los Angeles based editorial and commercial photographer Bonnie Tsang runs the Pinterest account Bonnie Tsang. Her page is clean cut and features interior design, style, travel, and food images.

Offline Tsang has used her photography skills to assist clients such as Sephora, Gap, Warby Parker, and Barneys New York. She also provides brand consulting in the areas of art direction and social strategy.

8. Evelyn - 6.8 Million Followers

Evelyn is a Pinterest influencer from Arkansas who curates travel photography, recipe ideas, books, and more. Her board “Nature’s Windows” is one of her most popular and includes stunning landscape images.

Evelyn curates content for those seeking travel inspiration or looking for humorous content. She also has boards dedicated to memes, adorable animals, and inspiring quotes, which makes for an eclectic and diverse account.

9. Molly Pickering - 6.8 Million Followers

Molly Pickering started on Pinterest in 2011 and has since amassed more than 6.8 million followers. The San Antonio, Texas native has a passion for cinema and fashion and maintains popular boards on both topics.

Pickering’s Pinterest is clean and organized. Some of her other boards focus on interior design, pets, and travel, and she creates clever board names such as “Teh-lay-vee-see-own.” and “Dropping knowledge.”

10. Pejper // Anna K. - 6.8 Million Followers

Sophia and Anna K. started the Pinterest account Pejper // Anna K. as an extension of their blog Pejper. The Swedish bloggers pin on the topics of interior design, cooking, and fashion.

The pair has an eye for modern and minimalistic design, which is a continuing theme across all of their Pinterest boards. One of their popular boards, “Out and about” maintains over 93,000 followers and showcases restaurant and cafe design.

Also See Our Posts On:

What Is A Lifestyle Blogger?

The Top 10 Ecommerce Statistics Everyone Should See

Marketing With Top Instagram Influencers [Brand Guide]

Could Instagram Collections Make It The New Pinterest?

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Creative Instagram Influencers And Bloggers With Quality Photography And Design Aesthetics

Instagram is the world’s most dominant platform for influencer marketing—it’s estimated that the Instagram influencer marketing industry will reach $2 billion by 2019. The social media platform boasts over 1 billion users, making it a powerful beacon for consumer brands.

Instagram is home to an untold number of social media influencers who create content for every imaginable niche. It’s difficult—for both brands and creators—to stand out in this very crowded space. The trend-based nature of Instagram content can cast a generic “sameness” over your Instagram feed, to the point where it can be difficult to identify any distinguishing quality of a specific influencer.

The most creative Instagram influencers establish themselves as not just a tastemaker, but a distinct brand that expands beyond the individual. Extraordinarily creative influencers have cultivated a unique aesthetic to truly make their mark on Instagram.

Top 9 Creative Instagram Influencers For Brands To Partner With

1. Aww Sam - Sam Ushiro

Sam Ushiro is a Brooklyn-based blogger and industrial designer. The self-professed lover of unicorns and donuts is the creator behind the blog Aww Sam. Sam shares a range of home decor, DIY, party planning, and baking projects in the technicolor dreamscape of her Instagram feed. She showcases her vibrantly colorful sense of style through fashion and travel content.

Sam posts detailed tutorials for her baking projects on the blog, in addition to detailed travel guides and life updates. This allows fans to get an in-depth look at her stunning loft renovations and plans to elope with Kyle, her fiancé and work collaborator.

Sam’s distinctly vivid aesthetic and flair for photography make her an excellent ambassador for many brands, including Google, Haagen Das, Brooklinen, Dunkin Donuts, and Target. Recent brand activations include:

Function of Beauty

Clinique

Converse x Hello Kitty Collaboration

Dropbox x Guittard Chocolates

2. Tara Milk Tea - Tara Whiteman

Tara Whiteman is a creative force from Sydney, Australia. Her Instagram and blog, Tara Milk Tea, showcase her bright and beautiful travel adventures across the globe. An exceptionally well-traveled influencer, Tara photojournals each detail of her escapes including hotel, sightseeing, and dining experiences.

She is noted for her ultra-feminine, whimsical photos which evoke a lushly detailed fairytale. Her cosmopolitan sheen makes her a well-suited beacon for international brands including Canon, Qantas, and Tiffany & Co.

Crazy Rich Asians

Dior Parfum

Infiniti

Aldo Shoes

3. Coco Pink Princess

Coco is a 7-year-old fashionista living in Japan. This preternaturally stylish tastemaker has become a Japanese fashion icon. After evacuating Fukushima in response to the 2011 earthquake, Coco’s parents relocated to Tokyo and now own a clothing boutique called FUNKTIQUE in the eccentric, fashionable Harajuku district.

Coco’s Instagram account blossomed from a natural interest in fashion that started as an after-school hobby. Her style inspirations range from Disney princesses, Japanese street style, and European runways. The juxtaposition of adult outfits on a pint-sized child is simply adorable.

Coco doesn’t do many conventional brand collaborations, though each Instagram post is tagged with couture lines like Gucci, Dior, Chanel, and Louis Vuitton. Coco’s response to the question “What’s your favorite brand?” is refreshing: “I don’t know yet.” Coco garners press attention from publishers like Vice and Nylon, and is connected to several ad campaigns:

Elle Magazine x Moncler

Shiseido

Related Post: How Luxury Brands Work With Influencers

4. Nyané® Lebajoa - Nyane.co

Nyané Lebajoa is a model, makeup artist, and entrepreneur born in Lesotho, now living in London. Known simply by the moniker Nyané, she has attracted attention for her striking beauty looks which fuse high-fashion, glam, and urban aesthetics.

Her portraits are both intimate and elevated, showcasing a daring streak of experimentation. Nyané frequently wears wigs from her MOOD line and makeup from other lines founded by influencers, including Huda Beauty and Lime Crime. Her skill with hair and makeup gives her an ethereal, chameleon-like quality that helps her stand out in a very crowded sea of beauty influencers. Brands benefit from her wild yet refined sense of style:

Mood Hair Inc. (Nyané's wig company)

Revolve

TikTok

View this post on Instagram

Just having a fun Saturday changing my lipstick like 100 times what’s your favourite lip colour? 1 - 6 ? Go get the @TikTok app and check out my new video for the #posechallenge ! and follow me @nyanécat I dare you to do your own, repost it, and tag me in the comments. I’ll be on the lookout and liking the best! #sponsored

A post shared by Nyané® Lebajoa (@nyane) on Aug 25, 2018 at 11:54am PDT

5. The Scran Line - Nick Makrides

Nick Makrides is a professional pastry chef, graphic designer, and photographer living in Australia. He is the creator behind the brand The Scran Line, a blog that fuses all three interests and amplifies them through a huge presence on YouTube and Instagram. The Scran Line specializes in vibrantly hued cupcakes, layered cakes, macarons, and other confections.

On a personal note, Nick is an advocate for LGBT rights and has shared his deeply personal experience of coming out of the closet. He encourages all people to live by his motto to “break through the barriers of what everyone else thinks is normal and do what makes you happy.”

Treats from the Scran Line are instantly recognizable by their fluorescent color palette and signature graphic design aesthetic. Nick provides meticulously crafted tutorials for his recipes, many of which are pop-culture inspired with a cultish bend. His exceptional culinary craftsmanship has earned him superstar status on social media and an ambassadorship for popular food video website Tastemade.

Recent brand collaborations include:

Netflix Sugar Rush

View this post on Instagram

Hey guys! This is a bit of a different video today but super exciting! Today I’m going to try to make, bake and decorate a cupcake (from scratch) in 30 minutes!!! Disaster or success? Watch and find out! Do you guys want to see more 30 min cupcakes? Let me know in the comments! This is to help celebrate the launch of a new show called SUGAR RUSH, now streaming, only on Netflix!. HEREWEGO! #ad @sugarrushnetflix

A post shared by The Scran Line (@thescranline) on Jul 17, 2018 at 5:40am PDT

Kenwood Australia

6. Kweilz - Kate Weiland

Kate Weiland is a Canadian lifestyle blogger and photographer, known for her uber-playful family portraits. Kate’s photos, many of which feature her three young children, are notable for their use of forced-perspective to “dress” each family member with food items to compose a meal.

Kate constantly experiments with clever composition styles, many of which take the form of photo series where family members wear coordinating outfits. Kate started taking family photos as a creative outlet, drawing on her own background in dance and drama. She says, “I knew it would be fun to start a series where our family could look back and just have a good laugh. The outfit ideas are endless and I’m eager to create and present new designs.” She’s brought this inventive spirit to her collaborations with brands:

Rocky Mountain Decals

Grand Caribe Belize Resort

Daniel Wellington

7. Fecal Matter - Steven Raj Bhaskaran and Hannah Rose Dalton

Fecal Matter is the brainchild of life and business partners Steven Raj Bhaskaran and Hannah Rose Dalton, who star as alien characters in a captivating world of their own creation. The brand can be described as an extremely original art and fashion project which is at once otherworldly, beautiful, and grotesque. The alien character costumes reportedly take up to five hours to fully assemble and style.

True-to-form, the pair doesn’t promote any products other than their one-of-a-kind clothing, accessory, and costume pieces. The pair cites science fiction, horror movies, and Japanese manga as inspirations for their extraterrestrial themes. In a recent profile in the New York Times, Mx. Bhaskaran stated, “We’re not trying to be an influencer. We’re not trying to follow the rules.”

One-of-a-kind pieces designed by Fecal Matter

8. Sea of Shoes - Jane Aldridge

Jane Aldridge is a part of the elite cohort of fashion bloggers who were famous in a pre-social media era. Her vintage-inspired style is showcased on the blog, Sea of Shoes, which the Texan launched a decade ago (which is eons in internet time) when she was just 15-years-old. A thrift shop and eBay aficionado, Jane’s style incorporates a ton of vintage pieces from both high-fashion and indie brands.

Jane does selective brand collaborations on her Instagram but notes her devotion to long-form storytelling on her blog, which she refers to as a “style diary.” In an age where so many aspiring influencers post photos on Instagram without little narrative, Jane says, “I don't want to just throw something up there without a story behind it. There is a story behind everything.” Sea of Shoes blog serves as an outlet to share the story behind her outfits and history behind her vintage pieces.

Jane is a feminist and an avid consumer of culture, whether that be watching classic films, listening to history podcasts and foreign music, or devouring literature. Her fascination with the human disposition is just one reason that she remains a fixture in the rapid-fire trend-cycle that characterizes much of influencer marketing.

ModCloth

Polo Ralph Lauren

Kate Spade

9. I AM GALLA - Adam Gallagher

Adam Gallagher is the mastermind behind the men’s fashion blog I AM GALLA. I AM GALLA is one of the most followed male fashion accounts on Instagram, which displays Adam’s sophisticated sense of style infused with travel and lifestyle content. Adam is known for his ultra-refined taste in all things menswear, especially suits and dress attire. His photography production is outstanding—Adam’s photoshoots could be pulled from the pages of a GQ fashion editorial.

His blog, which is over 8 years old, demonstrates Adam’s perspective as a true artist and visual storyteller. Some of his most memorable photo series revolve around a particular era, like “1950s Havana gangster” or “summering on the Italian Riviera.”

As a creator who launched his blog as a pure passion project, Adam has expressed frustration over the saturated, pay-to-play Instagram influencer community that has developed recently. He has shared personal struggles with depression, which has led to several monthslong hiatuses from publishing new content. Despite that, he maintains an avid Instagram following and has hinted at upcoming music projects. I AM GALLA tends to attract luxury and fashion brands as partners:

Carl F. Bucherer

Cartier

Boss

How Working With Creative Instagram Influencers Benefits Brands

Creative influencers are visionaries.

Creative Instagram influencers are true artists with a one-of-a-kind vision. Brand partnerships flourish when the influencer takes the lead, with minimal brand interference on creative direction. Sponsored posts benefit from the imaginative nature and unique perspective of the creators.

Says Adam of I AM GALLA of brand activations, “It took me 7 years to realize that I'm more creative so if a brand doesn't allow for us to have our own creative direction then it's probably not a match made in heaven.”

Creative influencers don’t follow trends - they make trends.

As Instagram becomes increasingly saturated with influencers, it becomes increasingly difficult for any content to stand out. Many lifestyle bloggers chase trends and churn out similar content with little distinction (i.e. latte art).

Creative Instagrammers can deliver original content in part because they’ve gained success through cultivating their own iconic style. Nick of the Scran Line explains, “Trends come and go. I don’t bother with them to be honest. It’s not my style.”

Many influencer accounts feel superficial because the influencer themselves doesn’t allow their depth as a person to shine through. The most successful creators allow themselves to be vulnerable by sharing real feelings and taking artistic risks. Their distinct style comes as a result of expressing their personal worldviews through their content.

Creative influencers have passionate, engaged followers.

Creators attract followers who connect deeply with their content based on similar taste or interests. This passionate fanbase translates into a highly engaged following. This engagement goes beyond the normal social media interactions (e.g. likes, comments, shares).

Fans of cooking or DIY influencers will recreate their recipes and projects, which shows a deeper level of engagement that transfers off of Instagram and into real life. Brands aspire to this type of action when engaging a creator to plug their product.

In an interview, Jane Aldridge shared how her passion for vintage clothing has fostered “so many special relationships with the vintage community, and being part of that is just the thing that makes me happiest.”

An engaged online community translates well to real-world activity, from product sales to event attendance to mobile app downloads.

Creative influencers are storytellers.

Instagram can seem to be dominated by style over substance. This isn’t the case for highly creative Instagram influencers, who infuse their content with a narrative and backstory.

The majority of the influencers on our list maintain blogs, which is becoming increasingly rare as it’s simpler to build a following on Instagram alone.

“I find my blog is really important for me to develop my own plot line and what's inspiring me, and I wear so much vintage that truly there are so many stories with the outfit that I'm wearing and what goes into them,” says Jane Aldridge.

Sponsored blog content benefits brands because it has a longer lifespan. Instagram posts will fade from users' feeds within days and Stories disappear within hours. Blog posts will attract organic traffic from search engines in perpetuity. A blog posted years ago will still attract users seeking out information about a specific brand.

Creative influencers care about their craft.

Highly creative influencers have been honing their craft for a long time. Brands benefit from the painstaking detail that creators will put into producing high-quality content. Their creative drive makes their content highly personal and raises the stakes in terms of output.

Creative influencers invest in their tools, which might mean:

Buying professional grade photography and videography gear
Tailoring clothing to ensure the perfect fit
Hiring administrative staff to take over non-creative tasks

Says Adam Gallager, “I’ve decided to elevate my branding by using only DSLR cameras, Photoshop as opposed to phone apps/filters & overall raising the bar.”

Also See Our Posts On:

The Top 10 Lifestyle Bloggers Everyone Should Know

5 Steps For Launching A Social Media Giveaway With Influencers

10 Brands Advertising With Bloggers [INFOGRAPHIC]

Crafting The Perfect Influencer Agreement

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For Better Or For Worse, The Wedding Industry Is Under The Veil Of Wedding Instagram Influencers

Before you read this article, take a moment to open Instagram and search the term “wedding”. As you’ll soon discover, the tag #weddingphotography includes more than 17 million posts. Similarly, #weddingdress rings in just over 20 million, while the tag #wedding appears in nearly 128 million posts. While some of these posts come from soon-to-be brides and grooms, many of them are, in fact, the work of wedding Instagram influencers.

Those tags represent only three out of hundreds. The pressure on soon-to-be-married couples to have an Insta-worthy wedding is sky-high, and that’s exactly what wedding Instagram influencers want. By subtly marketing stunning, awe-inspiring wedding photos, social media influencers effortlessly reel in loads of faithful followers. Dress sales and new trends inevitably follow. Whether or not we care to admit it, the wedding industry is inarguably under the sway of social media influencers.

Instagram Has Revolutionized How We Plan Weddings

The shift in marketing tactics didn’t happen overnight. Before the current age of technology, wedding inspiration was found in magazines, bridal shops, and pushy bridesmaids’ advice. Few others would see a couple’s wedding photos besides family and friends. But when the internet and social media entered the scene, users eagerly said “I do” to digital wedding planning.

Social media and influencer marketing statistics show incredible growth, and the wedding industry is no exception. When it comes to marital prep, people are married to digital:

83% of wedding planning is now done online
62% of couples create their own wedding site
52% use a wedding planning app
54% implement a wedding hashtag

Perhaps not surprisingly, Facebook is the most frequently used platform to share wedding plans and discuss details over group chat. In contrast, Pinterest and Instagram are overwhelmingly the most visited resources for wedding inspiration. Where once we had airbrushed bridal magazine covers to tell us how to get married, we now have an entire platform of wedding influencers and experts at our fingertips.

Related Post: How Instagram Affects How We Travel

How Top Wedding Instagram Influencers And Bloggers Catapulted The Wedding Industry

Instagram has undoubtedly become a popular resource to influence those with upcoming nuptials, but how does it work? While Instagram offers a host of popular features, eye-catching posts are the bread and butter of wedding Instagram influencers. When Instagram users document their weddings and seemingly perfect lives, their idyllic images become inspiration for all soon-to-be-wed couples. In other words, influencers shape wedding trends to the point that the industry itself undergoes massive change.

Even performing a simple Google search on “wedding influencer inspiration” returns pages of results directing users to listicles of the top wedding influencers to follow. As newly-engaged couples begin to hunt for wedding ideas, the online repository leads them to the vast category of influencers who are more than prepared to offer tips and tricks.

wedding influencer inspiration google search
Once users decide to follow wedding Instagram influencers, they can be exposed to sponsored content that celebrates benchmarks during wedding preparation, or helps wedding planners by giving pointers on which products to use or brands to consult. Popular wedding planner, Mindy Weiss, showcases Johnnie Walker’s Blue Label in a paid partnership post that encourages her audience to choose the celebratory liquor when they say yes to the dress.

View this post on Instagram

Saying yes to the dress is the perfect reason to celebrate! Break out the Blue Label, mark the bottle to remember this moment and toast yourself in style with @johnniewalkerus #MarkYourMoments #BlueLabel #JohnnieWalkerPartner #ad

A post shared by Mindy Weiss (@mindyweiss) on Dec 7, 2017 at 8:06am PST

Jess and Emily, the two DIY wedding inspirers behind Bespoke Bride, offer their audience a glimpse into DIY inspiration from another Instagram creator's book. As wedding influencers specializing in the DIY space, the partnership presents naturally to an audience already primed to accept DIY brand recommendations.

View this post on Instagram

Oh my days, when @houselarsbuilt sends you the prettiest book you've ever seen along with a rainbow filled package! we'll be sharing more about it in our insta stories tomorrow! @crafttherainbow

A post shared by Bespoke Bride (@bespokebride) on Jun 4, 2018 at 7:39am PDT

Both examples only scratch the surface, but they support an understanding of the sheer influence of wedding tastemakers. What trends in a wedding influencer’s world and within the digital landscape soon begins to set trends within the wedding industry.

Wedding Hashtags & Mimicking Influencers’ Weddings

The power of hashtags is indisputable, but their influence is not always positive. Quite literally, Instagram has enabled future brides and grooms to “brand” their wedding with the use of hashtags. According to WeddingWire's 2018 Newlywed Report, creating a wedding hashtag has grown 10% compared to two years ago. Tradition has it that weddings are about creating priceless memories, but the pressure to share like-worthy moments has diverted attention from the wedding itself to the portrayal of the wedding.

Social media trends are also prone to creating unrealistic expectations. The recent Royal Wedding is a perfect example. After the regal union of Prince Harry and Meghan Markle last May, searches for "wedding" across main social media platforms spiked enormously, demonstrating the ubiquitous interest online.

As if keeping up with the wedding online weren’t enough, searches for copycat wedding dresses and hairstyles boomed +80% more the week of the royal wedding. Inevitably, social media coverage of the event influenced wedding fashion interest.

Unfortunately, what’s feasible for Meghan Markle and highly touted Instagram influencers is not realistic for most people. While this discrepancy can lead to some envy and disappointment, when taken with a grain of salt, Instagram remains a valuable resource for wedding planning ideas. Not to mention, a highly useful marketing strategy.

The Future Of The Wedding Industry

With influencer weddings plastered all over the platform, Instagram influencer marketing has become a go-to source for wedding inspiration. The data shows that each year, newly-engaged folk are increasingly turning to social media to help plan their special day. So long as brides and grooms continue to plan weddings, wedding Instagram influencers will sustain strong influence within the industry hotbed.

Also Read Our Posts On:

How Fake Instagram Influencers Can Deceive Brands

How Travel Instagrammers Shape Our Wanderlust

Behind The Scenes With Top Instagram Influencers

How Social Media Influencers Launch Brands

The post How Instagram Influencers Are Changing The Wedding Industry appeared first on Mediakix | Influencer Marketing Agency.

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Instagram Influencer Marketing Case Study: Pottery Barn Marketing Decks The Halls With Boughs Of Holiday Home Bloggers

The holiday season brings about a spike in consumer spending that many brands look to procure. According to the buying guide, WeAreTop10, Americans spend more than $1 trillion on gifts during the holidays, with purchases by Gen Xers averaging $782, and Millennial spending averaging $609.

With more than three-quarters taking place online, social media platforms have become effective gateways for consumers to be exposed to different products and services. Influential bloggers, who balance long-form content on proprietary websites with short-form posts on social platforms, have become go-to resources for shoppers seeking information and inspiration. Leading up to and during the holidays, bloggers can be powerful voices to connect engaged consumers with brands looking to promote their wares.

Pottery Barn Hosts Influencer Home Tours With Holiday Cheer And Ornamental Inspiration

In anticipation of holiday splurging, Pottery Barn marketing set out to capitalize on the spending spirit of Americans. With 48% of consumers starting to shop for the holidays in November and 46% of holiday shoppers purchasing home furnishings or decor, the upscale furniture and home decor retail chain made sure to add its sale items to influencers' Christmas lists (as well as their followers).

Goals

Awareness - Promote Pottery Barn deals for Barn Black Friday and Cyber Monday sales leading up to the popular shopping days
Engagement - Get followers excited about holiday decor through Pottery Barn’s marketing campaign, “The Loveliest Looks of Christmas Home Tour”

Approach

Channels - Instagram, blogs, and Pinterest
Influencers - Nine lifestyle and interior design bloggers who also have strong presences on Instagram

- Palm Beach Lately - 70,700 followers
- Summer Adams Designs -105,000 followers
- Katelyn Jones - 146,000 followers
- Kristy Wicks - 311,000 followers
- The Lush List By Alicia Wood - 87,100 followers
- Jess Cathell - 63,900 followers
- A Blissful Nest - 57,900 followers
- Fashionable Hostess - 123,000 followers
- Roxanne West - 174,000 followers

Pottery Barn’s “The Loveliest Looks of Christmas Home Tour” created collaborations with nine influential lifestyle and interior design bloggers. The tour’s posts went live on November 19th, producing a series of bright and festive home photos, featuring trees, wreaths, stockings, and other holiday decorations. As many prepared for the holiday season, Pottery Barn aimed to spread holiday cheer in a fashionable way.

While some influencer posts focused primarily on decor, other bloggers personalized the images, showcasing themselves within their holiday-inspired environments. Each blogger participating in “The Loveliest Looks of Christmas Home Tour” tagged @potterybarn in their captions, as well as the other eight bloggers involved in the campaign. Some of the bloggers also added LIKEtoKNOW.it URLs that featured the items in their photos and linked to corresponding pages on the Pottery Barn website.

Results

Combined results from nine select posts in “The Loveliest Looks of Christmas Home Tour”

Social Reach

Instagram followers targeted: 1,136,000
Pinterest followers targeted: 15,319,500

Engagement

Likes: 21,275
Comments: 965
Average engagement rate: 1.90%

Kristy Wicks Cozies Up For Christmas

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Happy Monday everyone! Today on the blog I’m sharing my cozy family room holiday decor along with helpful tips on how to make your Christmas home look and feel special for friends & family this holiday season. ❤️💫🎄 Tap the photo - I’m joining an amazing group of friends in the “Loveliest Looks Of Christmas” tour sponsored by @potterybarn. So fun!! 😍🙌🏻 Head to kristywicks.com for the entire tour and make sure to stop by all the other incredible accounts taking part. 🎁✨☃️ @summeradamsdesigns @ablissfulnest @thelushlist @j.cathell @fashionablehostess @roxanneawest @katelynpjones @palmbeachlately ——————————————— #pbapartment #familyroom #winter #christmas #christmastree #christmasdecorations #cozy #potterybarn #instadecor #christmaslights #lights #home #goals #luxury #warmth #homedecor

A post shared by Kristy Wicks (@kristywicks) on Nov 19, 2018 at 8:18am PST

At 313,000 followers, lifestyle blogger Kristy Wicks had the largest Instagram following of the influencers involved in Pottery Barn’s marketing campaign. Wick’s post featured her and her dog, Maggie, sitting next to an elegantly decorated tree in her home’s family room. Within the caption, Wicks’ invited followers to take a full home tour on her website, as well as asked fans to check out the other bloggers involved in the campaign. Wicks’ responded to many followers in the comments section, which likely contributed to her achieving the most likes and comments of the campaign at 5,120 and 300, respectively.

Roxanne West Spreads Holiday Puppy Cheer

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We’ve got a happy pup on our hands, Gatsby is all over The Loveliest Looks of Christmas Tour sponsored by our friends @potterybarn on bonjourblissblog.com today! What do you guys think of the fresh 15 foot magnolia garland we made? I am so honoured to be joining some of my favourite talented blogger friends are joining me to share a peek into their holiday decor this season so hurry on over for some major inspo & gift ideas, pssst a lot of our stuff is on sale right now. 🎄🎁 ❄️ #mypotterybarn #bonjourblisshome #potterybarnchristmas @sunmeradamsdesigns @ablissfulnest @katelynpjones @kristywicks @palmbeachlately @fashionablehostess @j.cathell and myself @roxanneawest |______________________ Open a browser window to bonjourblissblog.com for the full post! http://liketk.it/2ylfj #liketkit @liketoknow.it . . . . . #holidayhome #christmasdecor #giftguideforher #fauxfurdecor

A post shared by Roxanne A West (Bonjour Bliss) (@roxanneawest) on Nov 19, 2018 at 1:42pm PST

Bonjour Bliss Blog founder and editor Roxanne West posted a picture of her dog Gatsby lying in front of a fireplace adorned with four white stockings. West’s caption mentioned the other eight collaborating bloggers and offered a URL to her LIKEtoKNOW.it page. The page featured several of her featured home items, which linked directly to Pottery Barn product pages. With 173,000 Instagram followers, West garnered 3,176 likes and 84 comments. She also engaged with many of her followers, thanking them for their comments and compliments.

Summer Adams Creates Winter White Christmas

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W 💗 W// Thanks to all of you who have responded so warmly and have already visited our “Loveliest Looks of Christmas Tour”, sponsored by @potterybarn!🥰 It is so fun to share my Christmas entryway and first Christmas tree with you! Open a browser window to ✨SummerAdams.com ✨ to see more of my Christmas decor and winter fashion and thanks also visit my darling friends: @palmbeachlately @katelynpjones @kristywicks @roxanneawest @thelushlist @j.cathell @ablissfulnest @fashionablehostess! . . You can also follow me on the @liketoknow.it app to shop your screenshot of this image and all my IG posts! http://liketk.it/2ylxp . . . . . . . . . . #liketkit #LTKhome #ltkholidayathome #christmasdecor #ltkholidaystyle #christmasentryway #ltkholidaywishlist #ltkholidaygiftguide #whitechristmastree #whitechristmasdecor #flockedchristmastree #flockedtree #flashesofdelight #christmasiscoming #potterybarnchristmas #mypotterybarn #ggholiday #smpholidays #theeverygirlholiday #classychristmas #elegantchristmas #glamchristmas #christmasinterior #christmas🎄 #ihavethisthingwithchristmas #ochristmastree #winterwonderland

A post shared by Summer Adams (@summeradamsdesigns) on Nov 19, 2018 at 5:51pm PST

Summer Adams of Summer Adams Designs showed off an elegant collection of white and silver Christmas trees in her post. Within the image caption, Adams encouraged her account’s 105,000 followers to check out her website, her LIKEtoKNOW.it page, as well as the other eight campaign bloggers. Adams’ image received 5,081 likes and amassed 250 comments, where she took time to respond directly to many her followers. At 5.07%, Adams’ post had the highest engagement rate.

Takeaways

Pottery Barn’s “The Loveliest Looks of Christmas Home Tour” collaboration with lifestyle and design bloggers was an authentic and organic fit for both the brand and participating influencers.
Followers of the bloggers’ Instagram accounts expressed their enthusiasm around the holiday images and design work. Influencers who engaged with their followers in the comments section created a conversational environment that complemented the “home tour” theme, resulting in strong engagement.
Tagging other bloggers who were a part of the tour increased the reach of the campaign, exposing followers to other Pottery Barn partners and products.
Bloggers who posted their LIKEtoKNOW.it page created an avenue for followers to see individual products, as well as make purchases through Pottery Barn’s website.

Also See Our Posts On:

21 Best Influencer Campaigns Of 2018

What Nano-Influencers Mean For Influencer Marketing

Top 10 Breakout Influencers To Watch In 2019

How Top Brands & Influencers Use Instagram Stories For Marketing

The post Case Study: Pottery Barn Adorns Blogger Homes For The Holidays appeared first on Mediakix | Influencer Marketing Agency.

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Instagram Influencer Marketing Case Study: Dyson Branding Sniffs Out Pet Influencer Roster

While social media influencers have quickened their growth over the last few years, it may have escaped notice that humans aren’t the only beneficiaries of the booming market. Furry friends have been increasingly valuable commodities for marketers, with some pet influencers commanding thousands of dollars a post.

Brands far and wide, from Google to 20th Century Fox, have been partnering with pet influencers to take advantage of the undeniable influence of beloved pets. Universally loved and unlikely to cause trouble with unfiltered opinions, pet influencers present a unique opportunity for a diverse set of companies looking to resonate with audiences endeared by pets.

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SHHH! We had a football party when mommy and daddy were gone but we made sure to clean up before they got home. 😜 Thanks @Dyson for helping us with the quick clean up! . . For the first time ever, Dyson is giving a huge special! $50 off on their Top Dog handheld if you use 50MANNY at check out on Amazon, Best Buy, and their website. #dysonpets

A post shared by Manny The Frenchie (@manny_the_frenchie) on Feb 5, 2017 at 4:34pm PST

Dyson branding has used dog influencers in the past, predominantly featuring a playful tone that is typically a hallmark of these influencer campaigns. Pets make a natural fit for Dyson, a brand who features landing pages directly speaking to pet owners. Dyson markets its products as vacuums capable of heavy-duty chores, including the cleanup of the inevitable pet fur and other messes. As the Instagram user mark glides past 1 billion, Dyson is keen to target consumers (especially those with pets) to spread awareness and perhaps, some pet-induced humor.

Personified Pet Influencers Clean Up With Dyson

Goals

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#AD With our constant playing and wrestling, things can get a little messy from time to time. Thanks to our new @dyson Cyclone V10 Absolute, clean up for mom just got a whole lot quicker and easier. @dyson has perfectly integrated the suction power and bin size of a regular sized vacuum while having the flexibility of a cordless one! Quicker clean up means more play time.. and we are ALWAYS on board with that 😉🐾 #dysonpets #dysonV10 #sponsored

A post shared by Forrest and Jameson, Doodles 🐾 (@forrest.and.jameson) on Apr 15, 2018 at 11:43am PDT

Raise awareness of Dyson as a provider of products suitable for pet owners.
Create and improve brand affinity between Dyson and pet owners.
Provide positive social media engagement among Instagram audience.

Approach

Channel: Instagram
Influencers: Pets and pet owners

Preview Of Dyson Pet Influencers

Little Leo The Morkie - 159K followers
Aqua The Corgi - 141K followers
Izzy The Frenchie - 125K followers
Forrest and Jameson - 70.6K followers
Fish & Chips - 59.6K followers

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#ad Fish and Chips are ridiculously messy eaters. We’re constantly cleaning kibble off the floor. Our new Dyson Cyclone V10 has a soft-roller cleaner head that is amazing at vacuuming up kibble off hard floors, making it so much easier to clean up all of their messes! #DysonPets #DysonV10 @dyson 💙 Swipe to see it in action! ➡️

A post shared by Fish & Chips (@adventuresoffishandchips) on Sep 16, 2018 at 1:37pm PDT

This case study evaluates Dyson’s Instagram influencer campaign strategy from March to November of 2018. Dyson recruited a set of influencers of varying popularity, including micro- (10K-50K followers) and mid-tier influencers (50K-500K followers), to harness the power of lesser-known but still valuable social media personalities.

The campaign almost exclusively utilized dog influencers and centered around Dyson’s effectiveness in cleaning up after house pets. The sponsored posts typically had an upbeat or comedic tone, and influencers expressed their satisfaction with Dyson’s product. The tags #DysonPets and #DysonV10 were consistently used throughout the campaign in posts, with influencers expressing creative freedom by depicting their cleaning chores and writing individualized descriptions.

Results

Combined results from 25 analyzed posts:

Social Reach

Instagram followers targeted: 1,278,630

Engagement

Likes: 115,176
Comments: 1,935
Average engagement rate: 10.78%

Fluffy Pom Gets Brushed Up In Dryer Ad

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Before & after bath 🧖‍♀️ + trim 💇‍♀️ by mommy. As you can tell by my face, I do not like bath time...especially the hair dryer but this @dysonhair dryer cuts the drying time in half and is soo much quieter! #pomeranian#pom#petsofinstagram#dogofinstagram#dogsofinstagram#dailydog#picoftheday#puppy#puppylove#puppyeyes#love#happy#smile#sanjose#bayarea#bayareadogs#dogmom#saturday#weekend#dyson#dysonsupersonic#grooming#perfusionpup#dysonpets

A post shared by Mochi ECMO (@mochi_fluffpom) on Nov 10, 2018 at 2:58pm PST

Pomeranian nano-influencer Mochi is Dyson’s smallest influencer with just under 2,600 followers. Mochi’s owner usually features her pup in adorable outfits. Her post features her dog sitting next to a Dyson hair dryer and recommends the product to those with pets that don’t like bath time or loud hair dryers. While this post was not sponsored, Dyson’s branded hashtag, #DysonPets clearly caught on with its target audience. With 216 likes and 5 comments, @mochi_fluffpom notched an impressive engagement rate of 8.6%.

Izzy The Frenchie Announces Dyson Ambassadorship

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When you dress to match your vacuum...Powerful, Sleek, and Sexy...I’m so excited to be Dyson’s pet Brand Ambassador this weekend at Petcon. I think we make a great team. . #ad @dyson @thedogagency #petcon #dyson

A post shared by Izzy The Frenchie (@izzythe.frenchie) on Nov 16, 2018 at 2:23am PST

Izzy The Frenchie is a French Bulldog and one of Dyson’s mid-tier influencers with over 125,000 followers. Posts on Izzy’s page usually showcase her “Pawshion” and witty humor. In the middle of November before Petcon, Izzy uploaded three sponsored Dyson posts with her highest performing post featuring her atop the box of a Dyson vacuum while donning a “matching” outfit. The Bulldog racked up 5,455 likes and 137 comments for an engagement rate of 4.47%.

Hi I’m Chewie Introduces V10 To Followers

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#AD When You Have To Get Your Chores Done. Good Thing I Have The @Dyson Cyclone V10 Animal Before Mom Gets Home 🤪 _____ Hey Guys Meet The New Pet Ambassador For @dyson Come Visit Me At The Dyson Booth Tomorrow At 2 PM Inside The Javits Center For @petconofficial _____ #DysonPets

A post shared by Hi I’m Chewie 🤪 (@hi_im_chewie) on Nov 16, 2018 at 4:45pm PST

Chewie is a popular Pomeranian micro-influencer with over 80,000 followers on Instagram. Again, outfits and travel make up a significant amount of the page’s content, with several other sponsorships present. Chewie was featured in a three-post campaign in November, also in the run-up to Petcon. Each sponsored post showcased Chewie posing with the V10 accompanied by short, snappy text and the #DysonPets tag. Chewie racked up 9,206 likes and 434 comments on his highest performing post equaling a strong engagement of 12.1%.

Helmut The Pug Grumbles In Video Ad

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What happened to my friend?!? 😮 #DustPuppy #ad So surprised at how powerful the suction is on the Dyson Cyclone V10. Less time picking after me means more #cuddles with my humans! @dyson #DysonPets #DysonV10 #HelmutThePug Music by Bensound.com

A post shared by Helmut Newton (@helmutthepug) on Aug 2, 2018 at 3:12am PDT

Helmut The Pug is another micro-influencer for #DysonPets with over 30,000 followers. His Instagram features him being anything from social, stylish, sleepy, and sarcastic while wearing amusing outfits. Helmut’s sponsored Dyson post was uploaded in August—a comedic video of him sitting next to his sheddings being vacuumed. The post garnered over 50,000 views, with 3,287 likes and 122 comments for an engagement rate of 10.8%.

Takeaways

Dyson branding leveraged a range of influencer tiers, including nano-, micro- and mid-tier influencers.
Influencers incorporated personal messages in their posts, highlighting their individual creativity and appeal.
Instagram dogs were the primary influencers targeted by Dyson, in an effort to create positive engagement with other dog and pet owners.
Light and comedic tones were common themes in most posts, while brand tags used by influencers were consistent.

The post Case Study: Pet Influencers Cast As Dyson’s Instagram Influencers appeared first on Mediakix | Influencer Marketing Agency.

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What Is A YouTube Docuseries?

The Difference Between A YouTube Documentary & A YouTube Docuseries

A YouTube docuseries is a relatively new video format in which documentary-style videos are released in parts—whether by episodes, chapters, or series—by a YouTube creator. While traditional documentary films are aplenty, YouTube docuseries have only recently graced the digital video landscape, but show promise of drastically changing the space.

Feature-length documentaries (such as Magnolia Pictures', Blackfish) have been available to rent or stream on YouTube for many years, whereas YouTube docuseries are somewhat of a novelty. As opposed to a documentary movie, docuseries by definition comprise several parts that creators release in segments. YouTube is the primary distributor of these docuseries—feature documentaries are often found in theaters and on other streaming networks—and the influencer or creator channel is a vital component of the series production.

The Evolution Of YouTube Video Formats

YouTube, once the go-to video-sharing platform for viral, short-form videos, has evolved radically since its creation in 2005. As YouTube creators have grown more ambitious in monetizing their content amidst YouTube’s fickle algorithm, they’ve been uploading longer and longer videos.

This comes in response to YouTube’s changing policies regarding its all-important ad program and the resulting criterion for producers to generate revenue and reap its rewards. Channels are eligible for ad revenue only once they have surpassed 1,000 subscribers and reached 4,000 hours of watch time within the past year. Further, a Pew Research Center analysis supports the theory that YouTube discreetly favors longer form content.

Thus, in the face of tightening monetization rules and progressively longer video durations being rewarded, top YouTubers are eschewing the traditional pursuit of racking up views, instead opting for more hours watched to garner more "meaningful" views.

YouTube Docuseries Takes Hold Of YouTube Algorithm

While generally long-form videos may seem the logical solution to outwitting YouTube’s algorithm, docuseries, in particular, have developed a formidable presence. YouTube docuseries—a lengthier, more personal, and investigative format often presenting a behind-the-scenes look at popular personalities—have surged in popularity, pulling in millions of views from admiring fans. In the second week of January 2019, Google search interest in "docuseries" skyrocketed nearly 10X its previous high.

The popularity of YouTube docuseries increasingly shows that viewers are overwhelmingly receptive to longer content and that viewer retention is higher. In fact, such is the mass appeal of this format that brands and advertisers are eager to get in on some of the most engaged audiences YouTube has to offer.

One particular YouTube veteran is perhaps single-handedly responsible for the rise of the YouTube docuseries and the subsequent platform changes. Meet Shane Dawson—mastermind of investigative video series on YouTube.

High-Profile Docuseries That Are Changing YouTube

Shane Dawson's Investigative YouTube Docuseries Are An Instant Hit

Shane Dawson will be a familiar name to many, having started his YouTube channel the same year it was launched. Since then, he has kept pace and built a loyal fan base, recently surpassing 20 million subscribers.

For the majority of his YouTube career, Dawson has focused on frequent, vlog-style videos. However, his recent foray into investigative YouTube docuseries, beginning with an examination of the ill-fated TanaCon last summer, was so successful that he has since shifted to the docuseries format almost exclusively.

Dawson Conspiracy Theory Docuseries Becomes Instantly Popular

In mid-January 2019, he dropped a trailer for his highly anticipated two-part Conspiracy Series, with Part 1 releasing on January 30, 2019. Interestingly, his teaser video came just days before YouTube confirmed it will recommend fewer videos about conspiracy theories, noting that the shift will apply to less than 1% of YouTube content. Early on in Part 1 of Dawson's conspiracy theory docuseries, Shane confirms, “...these are all just theories—none of them facts—and they’re not meant to hurt anyone, or any company, or any Zepetos...”

Docuseries Excluded From YouTube Trending: Fans Discuss

youtube docuseries

A day after release, viewers took to the comments section to express dismay that Dawson's video wasn't featured in YouTube's Trending feed, despite accumulating 8.6 million views and more than 227,000 comments in just 17 hours.

youtube docuseries

Other commenters noted the absence of YouTube subscriber notifications when Dawson's video went live, leaving many to speculate that the YouTube algorithm did, in fact, affect his conspiracy content. A recent report confirms that Dawson's video was erroneously demonetized when initially uploaded, but not because it contained conspiracy content. YouTube admitted the mistake, one that likely resulted in a loss of thousands in ad revenue for Dawson. Regardless, his video had no trouble finding its way to the eyes of millions in less than a day.

Nearly every previous docuseries episode released by Dawson has racked up more than 15 million views. Considering the length of the episodes, many of them 40 minutes or longer and one over 50 minutes, the viewing figures are astounding.

A Complete List Of Shane Dawson's YouTube Docuseries

Shane Dawson managed to transform YouTube culture by popularlizing the docuseries format. To put in perspective, below is a list of Shane Dawson’s lauded docuseries:

The Truth About TanaCon

Part 1 - 18.9M views, 34:08
Part 2 - 15.3M views, 26:34
Part 3 - 14.8M views, 41:04

The Secret World Of Jeffree Star

Part 1 - 34.1M views, 42:29 min
Part 2 - 25.1M views, 29:50 min
Part 3 - 25.4M views, 35:34 min
Part 4 - 17.5M views, 30:08 min
Part 5 - 18.8M views, 36:09 min

The Mind Of Jake Paul

Part 1 - 23.8M views, 40:33
Part 2 - 22.2M views, 45:56
Part 3 - 16.8M views, 40:16
Part 4 - 18M views, 50:40
Part 5 - 19.1M views, 47:36
Part 6 - 14.9M views, 38:14
Part 7 - 16M views, 48:23
Part 8 - 22.7M views, 1:45:03

Conspiracy Series

Part 1 - newly released, 1:44:44
Part 2 - yet to be released

Typically, Dawson’s docuseries provide his fans with a no-holds-barred approach to his subject. He gives fans intimate insights into other YouTubers’ lives, relationships, and work. The docuseries have achieved enormous success and popularity, likely due to his investigative spotlight on prominent YouTubers.

His first docuseries was a three-part series on YouTuber Tana Mongeau, whose rival convention to VidCon ended in disaster last summer. Something of a gamble at the time considering the success of his vlogs, Dawson’s TanaCon series drew instant attention, with a combined 49 million views—a resounding endorsement from his fans for this new type of format at the time.

Dawson followed this act with a five-part series on beauty YouTuber Jeffree Star, doubling down with more episodes and maintaining longer run-times. The reward was significant, with parts 1-3 becoming his most-viewed docuseries uploads. In September 2018, Dawson probed the mind of popular YouTuber, Jake Paul, again increasing the episode count. The eight total parts pulled in on average over 19 million views and were also notable for featuring his brand partnership with Honey.

His newest series on conspiracies, a subject which has long proved popular for him, created intense excitement amongst his more than 20 million subscribers. The nearly two-hour-long video achieved more than 1,000 views and 50,593 comments in the first 10 minutes. Within 30 minutes following its release, the video had racked up 14,751 views and 77,144 comments. After 45 minutes, the video tallied 399,497 views and 86,705 comments. And finally, after a full hour fresh on Dawson’s channel, the video generated nearly half a million (491,641) views and almost 100,000 (97,868) comments.

The beginning of the video prominently features an ongoing brand partnership with discount code app, Honey, which he also notes in the video description. His Conspiracy Series marks a departure from docuseries centered on one specific personality.

With well over 100 million views of all YouTube docuseries combined since starting last summer, the reception of Dawson’s content has been unquestionably positive—even with polarizing figures and topics as his subjects. It’s worth noting that Dawson has a particularly ardent support base garnered over many years of his YouTube career, providing him with a priceless audience willing to invest more time in his long-form content. The proof is in the pudding.

Ariana Grande Opens Up In Dangerous Woman Diaries

Ariana Grande needs no introduction. What may be news, however, is that her YouTube channel is one of the most followed in the world at 31 million subscribers. Since establishing the channel back in 2007, it has accrued mass popularity, and most frequently uploads behind-the-scenes videos and bloopers for her music videos.

Grande has dabbled in the docuseries arena, seeking to present fans an unguarded, behind-the-scenes look at her Dangerous Woman Tour in 2017. Producing a docuseries for the tour makes perfect sense considering the size of her YouTube fan base and the opportunity to broadcast directly to her most avid supporters. The docuseries was presented in four episodes, each between 25-40 minutes long:

Episode 1 - 14.7M views, 27:02 min
Episode 2 - 30:33 min
Episode 3 - 37:42 min
Episode 4 - 37:53 min

The episodic videos were released exclusively for YouTube Premium members—a paid-for subscription service—from the get-go, with only the first episode available for free initially, and staggered free releases of the episodes in the succeeding weeks. While this first episode logged nearly 15 million views, it also attracted some criticism from fans unwilling to pay to see the rest of the series at launch.

The remaining episodes have since been made free to view, though the viewing figures have been hidden. The comments for the first episode numbered nearly 15,000, while the remaining episodes averaged just over 2,300, a percentage decrease of 85%, which comparatively would suggest a smaller viewership of around 2 million for the other three episodes.

What YouTube Docuseries Spell Out For YouTube’s Future

There’s no doubt that the docuseries format has been a triumphant venture for Shane Dawson and Ariana Grande, with both releasing long-form videos—historically a niche on YouTube—to immediate viewerships in the millions.

Audiences have consistently shown they will engage with content creators who upload material that interests them, often regardless of length (Dawson’s most popular docuseries episode was also one of his longest). And collaborations with other YouTube creators willing to be open and personal in a BTS environment is evidently an attractive proposition for fans, as is Grande’s insight into her tour “diaries.” As for Dawson's "conspiracy" content, YouTube's algorithm does not appear to have had an impact on viewing metrics.

With YouTube’s algorithm changing the way creators approach their content and favoring videos in the 20-minute-plus range, it’s encouraging to see YouTubers employing lengthier formats and their fans embracing them. The willingness of fans to spend more time watching lengthy docuseries-style videos is a ringing endorsement of YouTube’s decision to steer people in the direction of longer videos and larger ad revenues.

The post The Rise Of YouTube Docuseries appeared first on Mediakix | Influencer Marketing Agency.

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Instagram Influencer Marketing Case Study: Bumble & Serena Williams Put The Ball #InHerCourt

Female-driven dating and networking app, Bumble, is a brand on a mission. Looking to encourage equality and shift gender dynamics, Bumble promotes itself as both a service and a movement.

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So proud of you @whitney and the whole @bumble team #inhercourt This monumental campaign is the first Super Bowl ad campaign created entirely by women. This is a major moment, not only for Bumble, but for women around the world as we collectively stage a movement during the most-watched and male dominated sporting event of the year.

A post shared by Alli Webb (@alliwebb) on Feb 3, 2019 at 3:04pm PST

Adept in the promotional tools of today, Bumble is no stranger to utilizing influencer marketing to broadcast its message. In the brand’s latest partnership with tennis phenom, Serena Williams, Bumble aired a commercial created entirely by women during Super Bowl LIII—the first in the game’s history.

Leading By Example At Super Bowl LIII, Bumble Continues To #MakeTheFirstMove

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I cry every time I watch this. Our Bumble team members, and their families, of all ages, backgrounds, and experiences — read the script from our @serenawilliams Super Bowl spot. Women, the ball is in your court. #inhercourt @bumble

A post shared by Whitney Wolfe Herd (@whitney) on Feb 11, 2019 at 11:43am PST

When Bumble launched in 2014, it wasn’t just introducing a new dating app—it also looked to create an avenue to empower women. Founded by Whitney Wolfe Herd after leaving rival, Tinder, Bumble’s platform requires women to send the first message after a match has been made.

When it comes to their own outreach, Bumble has repeatedly leveraged the power of influencer marketing. Speaking about the company’s early days, Wolfe Herd has credited micro-influencers with helping to build brand awareness.

In 2017, Bumble used Instagram to showcase a house party near Coachella. Influencers utilized the hashtag #winterbumbleland to promote the uber-hip event taking place alongside the already hip music festival.

As Bumble has grown, the brand has also gone on to collaborate with celebrities. Last year, the company’s ads with musician, Marshmello, made Mediakix’s list of 5 most notable influencer marketing campaigns of 2018. The campaign, which offered fans an opportunity to get involved with one of the producer/DJ’s upcoming videos, resulted in an impressive 559,000 likes and comments.

Bumble Blitzes The Super Bowl

While the players in the National Football League (NFL) are currently all men, more and more women are making their mark inside the sport as coaches, officials, and owners. Female viewers have been on the rise as well, comprising almost half of the sport’s fans. However, while female viewers reportedly pay more attention to the Super Bowl— as well as the multiple million dollar ads therein—commercials aimed at females have drawn criticism.

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The world will tell you that you're not strong enough to play. They’ll tell you that your story doesn’t matter. The world will tell you that you should "be a lady." They’ll tell you to dream, but not too big. And to wait to be given power. But here's what the world won’t tell you: you don’t have to wait for power. You already have it. So make the first move, in work, in love, and in life. @serenawilliams #MakeTheFirstMove #InHerCourt

A post shared by Bumble Australia & New Zealand (@bumble_australia) on Feb 3, 2019 at 4:26pm PST

Instead of placating female viewers of the Super Bowl, Bumble’s ad looked to inspire and empower them. Partnering with one of the most dominant women athletes in history, Bumble highlighted Serena William’s excellence as an act of ambition and drive. Williams' legendary track record as a champion tennis player makes her a perfect fit for this campaign.

Collaborating with Williams had been a long time aspiration of Wolfe Herd, who talked about the ad’s genesis on her Instagram account:

"One day, in an effort to showcase women making the first move, I went to the store, bought some pink tennis balls, slapped Bumble stickers on them and took a photo, captioned “the ball is in her court on Bumble.” I sent the photo (second image in this post) to our earliest employees, and told them if we worked really hard, didn’t take no for an answer, and stayed true to our mission of ending misogyny, that maybe, just MAYBE, one day, we would be able to partner with @serenawilliams — the ultimate first mover, the G.O.A.T, and epitome of a woman who has the 🎾 in her court in all aspects of her life — and have her champion our vision and share it with the world."

Goals

Awareness - Promote Bumble’s three flagship services (Date, BFF, Biz) and communicate its philosophy to the Super Bowl’s massive audience.
Engagement - In line with its own ethos, the brand asked women to take action.
Cause - Putting brand values front and center, Bumble highlighted the conversation around women’s equality.

Approach

Channel: Instagram
Influencer: Celebrity athlete, Serena Williams

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Tomorrow is the last day to make your first move matter. Download @bumble, and for every first move made, they will make a donation to @yprcla to empower women who are direct and indirect victims of senseless violence. @yprcla honors the life and memory of my oldest sister by ensuring these women have the tools and resources they need to heal emotionally, spiritually, physically and financially. #inhercourt

A post shared by Serena Williams (@serenawilliams) on Feb 7, 2019 at 6:04am PST

Serena Williams may have captured the world’s attention with her tennis prowess, but the 23 Grand Slam title holder has since become a prominent figure in popular culture. With 10.6 million followers on Instagram, the athlete, mother, and entrepreneur regularly gives fans glimpses into her multifaceted life. Williams has also become a strong voice for equality on social media, showing support for causes such as Black Lives Matter.

Williams and Bumble align in many respects. As both break new ground and make their voices heard, their messages and channels of communication have also complemented each other. WIlliams’ new fashion line, Serena, utilizes the hashtag #BeSeenBeHeard, while Bumble’s #MakeTheFirstMove tag delivers a similar sentiment. Combining William’s storied background, Bumble’s ambitions, and their shared values, the #InHerCourt collaboration feels seamless, timely, and authentic.

Results

Social Reach

Instagram followers targeted: 10,667,397

Super Bowl Reach

98.2 million TV-only viewers
100.7 million viewers across all platforms
112.7 million people across all platforms when out-of-home-viewing is included

While the Super Bowl continues to be one of the most-watched broadcast events in the United States, viewership has seen a decline in recent years. Overnight information available through The Nielsen Company counted 98.2 million television viewers—an 11-year ratings low—while an uptick in streaming brought the total combined viewers to 100.7 million. CBS' coverage of the event averaged 112.7 million people across all platforms with the inclusion of out-of-home-viewing.

Engagement

Views: 641,000
Likes: 159,959
Comments: 3,431
Engagement rate (likes + comments): 1.5% (views not factored in)
Engagement rate (views + comments): 6% (likes not factored in)
#InHerCourt: 540

Serena's #InHerCourt Bumble Sponsored Post

View this post on Instagram

The world will tell you that you're not strong enough to play. They’ll tell you that your story doesn’t matter. The world will tell you that you should "be a lady." They’ll tell you to dream, but not too big. And to wait to be given power. But here's what the world won’t tell you: you don’t have to wait for power. You already have it. So make the first move, in work, in love, and in life. @serenawilliams #MakeTheFirstMove #InHerCourt

A post shared by Bumble (@bumble) on Feb 3, 2019 at 4:10pm PST

Caption (note: Serena Williams' original post has since been removed)

“Don’t wait to be told your place. Take it. Don’t wait for people to find you. Find them — in work, love, and life — on @bumble. #InHerCourt”

Top Comments

drmaggiecadet
@serenawilliams You are so right! We should take charge of our personal lives! Love is worth it! Thank you for the words of inspiration!

meet_themillions
Serena I've watched this multiple times today, just embedding it in my brain. Thank you so much for always motivating, pushing, and supporting woman! 💝

kofiko
I don’t like commercials, but I love this one! Go Serena!

openingourhearts
Best commercial ❤️ Thank you

caitclarke8
🙌🏻💛👯‍♀️ This message (& partnership) is everything!

After The Branded Super Bowl Win

The next day, Bumble followed up their Super Bowl commercial with a full page ad in the New York Times. Reading, “Women, The Ball Is In Your Court,” the large text was accompanied by Williams and Wolfe Herd’s signatures, as well as the #InHerCourt hashtag.

Takeaways

When brands and influencers with similar missions collaborate, ads feel organic and authentic.
Television commercials can continue their life online, leading to conversations and engagement on social media.
Brands that genuinely support social causes have the opportunity to connect with an enthused and energized audience.
Celebrity influencers continue to have the ability to reach massive audiences.

The post Case Study: Bumble Dubs Serena Williams Super Bowl Queen Bee appeared first on Mediakix | Influencer Marketing Agency.

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How To Choose The Right Social Media Channels For Influencer Marketing In 2019

2019 is shaping up to be a big year for influencer marketing—ad spend is ramping up, and 65% of marketers plan to increase their budgets for 2019. As a growing number of companies invest in influencer marketing, marketers tend to ask a familiar set of questions. How do you find the right influencers, publish successful sponsored content, and measure the ROI of your campaigns?

Before answering any of those questions, marketers need to determine which social media channels are best for their influencer marketing strategy. This can be difficult to decide because social media platforms—and the influencers they host—are constantly evolving. Every year, social networks add new features, introduce new content formats, and either grow, lose, or shift their audience. These fluctuations are hard to keep track of, and they inevitably have implications for influencer marketing.

As we kick off 2019, let’s dig into the most important features and considerations when selecting the right social media channels for influencer marketing.

The Most Popular Influencer Marketing Channels

One place to begin is to look at what channels other marketers are focused on this year. According to our 2019 Influencer Marketing Survey, the top five most strategically important social media channels for influencer marketing are:

Instagram: 89%
YouTube: 70%
Facebook: 45%
Blogs: 44%
Twitter: 33%

The significance of Instagram comes as no surprise after its massive user growth led the platform to 1 billion users in 2018. YouTube comes in second on the list and remains a strategically important channel to 70% of marketers this year.

When it comes to budget allocation, 69% of marketers plan to spend the most on Instagram in 2019, followed by YouTube (11%) and Blogs (7%). This suggests that Instagram is not only strategically important but will also be attracting a lot of sponsorship dollars this year.

The Least Popular Influencer Marketing Channels

Five least important social media channels for influencer marketing:

Snapchat: 62%
LinkedIn: 55%
Twitch: 48%
Pinterest: 42%
Twitter: 32%

Snapchat has struggled to catch up on influencer marketing for several years now due to a variety of early feature limitations. Although Snapchat moved to resolve these problems last year, it seems most marketers (62%) see Snapchat as a low priority for influencer marketing.

LinkedIn, a largely professional B2B channel is also ranked lower in importance for influencer marketing, followed by Twitch. In the case of Twitch, this ranking is likely due to the platform’s nascency—large brands have started experimenting with Twitch sponsorships, but the fast-growing livestreaming platform has yet to become accessible to the average marketer.

Influencer Marketing Benefits By Social Media Channel

While it’s helpful to know what social media channels other marketers are choosing for their influencer marketing campaigns, your priorities will inevitably differ depending on your own goals.

It’s important to consider all elements of your campaign—and how they align with a given platform—when selecting the best social media channels for your campaign. Each channel offers a unique audience, a different concentration of influencers, and its own core benefits when it comes to influencer marketing.

Instagram

Audience

Instagram has a ton of Millennial users, as well as strong usage among Gen Z and Gen X groups.

Features & Benefits

An Instagram post entails photo(s) or video(s) with a descriptive caption that appears in followers’ Instagram feeds. Posts enable influencers to position your product in a visually striking way, and tell a story or offer a discount code in the description. Instagram Stories are interactive snapshots that depict a “moment in time” through either a video or sequence of photos. Stories can also include a link through the “Swipe Up” feature, unlike Posts.

YouTube

Audience

YouTube is frequented by a range of demographics, namely people aged 18-34.

Features & Benefits

YouTube specializes in the long-form video format, where influencers can enjoy a sponsored experience, demonstrate how a product works, or incorporate a brand creatively into their storyline to raise awareness. Creators can also embed links in their video description, making YouTube an effective platform for conversion-based campaigns as well.

Blogs

Audience

Blogs generally provide access to a slightly older demographic of 25-49-year-olds.

Features & Benefits

Blogs allow for more detailed, narrative, and long-form storytelling. Blogs are a great channel for promoting products or services that require in-depth explanation (for example, through a detailed review of a big-ticket item such as a mattress), or for giving richer context about unique aspects of your brand mission. Successful sponsored blog posts can also build organic search traffic over time.

Facebook

Audience

With over 2.2 billion users, Facebook has the widest reach of any channel. Due to its massive audience size, Facebook reaches nearly all age demographics, although younger audiences (such as Gen Z) are beginning to move away from the platform in favor of Instagram, YouTube, and Twitch.

Features & Benefits

Many large influencers use Facebook as a second channel, rather than their primary platform. That being said, it can be a valuable channel for amplifying an influencer campaign. Facebook Live videos are watched 3x longer than standard videos and can be used by top influencers to reach their fans in a raw, unedited way.

Twitch

Audience

This livestreaming platform is still focused largely on Millennial gamers, but is expanding to other interests and age groups. It has over 15 million viewers, who spend over double the amount of time (95 minutes per day) on Twitch compared to any other social media channel.

Features & Benefits

With such an attentive audience and thousands of influencers, Twitch has immense potential for influencer marketing. While sponsorships are largely driven by gaming companies, non-gaming brands have also begun dabbling in campaigns.

Which Content Format Is Right For Your Influencer Marketing Campaign?

Every social media channel has one or more formats for delivering your sponsored content, but which medium is the best way to frame your product or service?

Types Of Influencer Marketing Content Formats

Once you determine what you want to say, the next question is how to best deliver your message. Here are several of the most popular types of influencer marketing formats, by channel:

Instagram: Instagram Post, Instagram Story, Instagram Video, IGTV
YouTube: YouTube Video, YouTube Live
Facebook: Facebook Post, Facebook Video, Facebook Live
Twitter: Twitter Post, Twitter Video
Blogs: Blog Post
LinkedIn: LinkedIn Post, LinkedIn Video, LinkedIn Pulse
Twitch: Twitch Livestream

Most Popular Influencer Marketing Content Formats

According to our survey, the top five most effective content formats for influencer marketing are:

Instagram Post: 78%
Instagram Story: 73%
YouTube Video: 56%
Instagram Video: 54%
Blog Post: 36%

Instagram Posts are popular due to their combination of popularity and accessibility. A sponsored Instagram Post is easily consumed in users' Instagram feeds, and a single photo can be produced fairly easily without a lot of overhead.

Marketers today also love video formats for influencer marketing—Instagram Stories, YouTube Videos, and Instagram Videos. Instagram Stories, in particular, exploded in 2018, reaching over 500 million users in January 2019. Analysts suggest that this more raw and “off-the-cuff” content is even more engaging to audiences than carefully manicured posts, and may overtake feed-based sharing in the near future.

Choosing The Best Content Formats For Your Campaign

Of course, the latest buzzworthy formats aren’t necessarily the “best” for every campaign. Formats such as YouTube Videos, Blog Posts, and Facebook Posts may not rank #1 to all marketers, but they still offer significant cultural clout and can help you reach a range of different audiences. In many cases, there are multiple formats that can successfully promote your product or service.

For example, a cosmetics brand might sponsor an Instagram post where a model shares a visually pleasing close-up of herself wearing their makeup. The company could also partner with YouTube influencers for hands-on make-up tutorials, or a product unboxing of their latest eyeshadow palette (with a link to the product in their video description). They might also partner with a Millennial mommy blogger who tells a story about rediscovering her love of makeup and reclaiming her own self-image after a year putting her newborn first.

The reality is, every company needs to consider a multitude of factors when planning their influencer marketing campaign: who their target audience is, what their goals are, and the best mediums to achieve them. Each social media platform offers a unique blend of demographics, content formats, and influencers to help marketers accomplish these goals, and in many cases, the perfect “mix” is only discovered through plenty of testing.

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Influencers Are Championing The Beauty Transparency Movement

What Is Beauty Transparency?

“Beauty Transparency” Defined

Beauty transparency is a phrase that refers to ethics and truthfulness of the beauty industry as it relates to customer knowledge. The beauty industry encompasses the sales of all cosmetic products including makeup, haircare, skincare, and fragrance. This industry has long been criticized for its opaqueness, meaning that consumers have little access to critical information about industrywide practices like the quality of ingredients, retail markup, and manufacturing process. In addition, the beauty industry has been criticized for being closed off to minorities in terms of product offerings and choice of models.

Major Themes Of Beauty Transparency Movement

As customers demand to know more about their beauty products, there has been a push for increased transparency from both brands and influencers. Some of the major themes of the beauty transparency movement include:

Beauty Diversity

Faces in the beauty industry have historically been white, young, and cisgender. More recently, consumers yearn for more inclusivity within beauty marketing and products. This concept of diversity is expanding to include all gender expressions, sexual orientations, body types, skin type, and pigmentations. Brands have reacted to this in two primary ways:

Shade Range: Ensuring that complexion products lines have a wide enough shade range to match all skin colors from ivory to ebony.
Model Diversity: Casting a wider variety of models who fit outside of the mold, meaning different ethnicities, body types, and ages, so that more types of people are reflected in beauty advertising. Some brands have even extended this further by having their employees or fans demo their products.

Wins And Losses In Beauty Diversity

Rihanna’s Fenty Beauty brand is the poster child for inclusivity amongst makeup lovers and the press. Fenty has been widely celebrated for its outstanding range of more than 40 foundation shades, allowing people of any ethnicity to purchase Fenty makeup that will be compatible with their skin tone. Compared to most beauty brands, Fenty features a very diverse cast of models within their social channels and marketing materials.

Cosmetics brand Benefit makes many “one-shade-fits-all” products, which only truly work for white consumers. Benefit has been expanding their offerings, recently creating two new shades of their iconic, beloved Hoola Bronzer—meet Hoola Caramel and Hoola Toasted. This type of brand self-reflection shows that brands are listening to consumer’s desires.

Brands that haven’t evolved to meet this demand have been criticized, for example:

Hi Beauty Community, @Givenchy is officially cancelled until further notice. It's 2019, stop making POC an after thought. I've reached out to the brand for a response because this is a JOKE & we need answers. I won't be doing a review and promoting this foolery. pic.twitter.com/aOxk4xOblA

— Jeffree Star (@JeffreeStar) February 19, 2019

Givenchy released a line of foundations and concealers in a very limited shade range which didn’t include options for people of color. Markup artist YouTuber Jeffree Star, and much of the beauty influencer community responded by vowing to boycott Givenchy.

Australian beauty vlogger Zoe Foster Blake was seen as tone-deaf when she launched a highly-anticipated tinted sunscreen in only one shade. This caused fan backlash on Instagram, Reddit, and other social channels, generating subsequent bad press accusing Go-To Skincare of ignoring darker-skinned individuals. Foster Blake publically apologized via her skincare line’s Instagram account.

Prediction For Influencer Marketing

Influencers will continue to be vocal about their demand for inclusive beauty products and marketing. Brands that ignore consumer’s demand for diversity will receive bad publicity and the distaste of customers. The consumer awareness of beauty inclusivity will only continue to grow for many reasons including, cultural shifts demanding equal treatment for all populations and expansion to global markets.

Perhaps more significantly, there are the optics of nondiversity. There’s an immediate visual resonance that comes with seeing an Instagram feed filled with only white models or product line with a pitiful shade range—these images will continue to go viral and cause more negative publicity for brands who don’t embrace the multifaceted nature of their consumer base.

“Clean” Beauty

The idea of “clean beauty” is one of the most discussed facets of the beauty transparency movement (it’s ripe with controversy). The “clean beauty” movement demands cosmetic products that are free of unnatural or “toxic” ingredients. There are many reasons a consumer might prefer to purchase clean beauty products, including environmentalism, allergies, animal welfare, or chemophobia.

First, let’s list out terms that are used when discussing these niches of beauty products:

Clean Beauty: contains non-toxic ingredients, which can be either natural or synthetic, and no unnecessary filler ingredients
Natural Beauty: contains only natural ingredients comprised of plants, minerals, botanical extracts
Green Beauty: similar to “natural beauty”, but in addition, has eco-friendly packaging and sustainable manufacturing practices
Non-Toxic Beauty: contains no “toxic” ingredients
Organic Beauty: contains all organic ingredients
Cruelty-Free Beauty: product is not tested on animals
Vegan Beauty: contains no animal-based ingredients

If it seems like there’s a lot of overlap, that’s because there’s truly no industry standard definition for any of these terms. It’s important to note that although many makeup brands might use words like “non-toxic,” “plant-based,” or “eco-friendly” to describe their products, these terms are virtually unregulated. There is no official nomenclature, by the Food and Drug Administration (FDA) or otherwise.

Greenwashing

Because of this, the concept of “greenwashing” has emerged: brands use any adjectives on their packaging and marketing materials, whether or not all of the ingredients in their product in-fact meet the practical definition.

If words like “green,” “clean,” “organic,” and “natural” are all too frequent marketing terms that don’t carry scientific weight, then it leaves customers at the whim of savvy advertising. Consumers are saying “enough” with marketing ploys and striving for more straightforward facts when it comes to beauty.

Prediction For Influencer Marketing

Customers are demanding to know more about their products, from the ingredients themselves to their place of origin and quality level. We expect that influencers will play a role in demanding straightforward, detailed labeling practices and clearly defined definitions for “clean beauty” lingo. Brands who continue to obscure their ingredients details and greenwash their merchandise will be called out by both consumers and influencers. Instead, we will see more influencers emphasize products with scientifically proven claims, high-quality ingredients, transparent supply chains, and ethical marketing practices.

Role Of Beauty “PR”

Beauty PR, sometimes referred to as simply “PR,” has become a buzz topic amongst influencers and content creators. What is beauty PR? As a form of publicity, beauty brands mail product samples to influencers gratis; marketers hope that in turn, these influencers will feature their products on their channels.

View this post on Instagram

Filmed this quick video yesterday as I was organizing my ‘facial mist collection’. Insane, I know. Going to be completely honest though...I didn’t purchase most of these with my own money. They were sent to me in PR packages from some of my favorite beauty brands, which I am forever grateful for. But to be honest again, I have SOO many more that are brand new and packed for upcoming giveaways and donations. There is just no way I can use all of these up on my own. The reason for this post is not to show off my collection, but to show you all that as bloggers, we really do get sent a LOT of products on a daily basis. The reason why I am constantly loving new products is because I am constantly testing them. I don’t share most of what I receive because it doesn’t work out for me for one reason or another. There is a lot of discussion around authenticity, sponsorships, PR packages etc. in the beauty community and I really want to do a full video on this. Let me know if that is something you would be interested in watching and any questions I can answer for you in the video!

A post shared by Arshia Moorjani (@arshiamoorjani) on Nov 13, 2018 at 2:21pm PST

This practice is so common that nearly all brands send out elaborate sets with their newest products to beauty influencers, bloggers, and makeup artists. A recent industry-specific survey by Fashionista found that most influencers receive dozens of PR packages each week and an alarming 81% find the amount of packing to be excessive. This has led to an “arms race” with each brand trying to outdo one another with increasingly lavish PR drops. Brands vie to provide the most luxurious or unique PR set in terms of product selection and packaging.

The downside to this practice? It leads to excessive waste in the form of:

Unusable Makeup: Brands will inadvertently send products that are unusable for the recipient. For example, a skincare brand might send a face cream that contains an ingredient that causes an allergic reaction to the creator. Other times, makeup brands send sets of foundations in every skin tone, even though only a handful of colors would match the influencer’s skin color. Beauty products have a limited shelf life, so many of these products end up unused and eventually tossed.
Excessive Packaging: As brands vie for attention in a highly saturated industry, there’s pressure to “make a splash” with sensational packaging that looks striking in photographs. This means that relatively small products are sent in gigantic boxes and packaged with wasteful materials like styrofoam, wrapping paper, packing crinkles, and bubble wrap.
Paper Marketing Materials: Brands send out paper invitations, catalogs, lookbooks and other paper products that could easily be sent digitally.

Prediction For Influencer Marketing

The influencer backlash has already begun with many influencers publically speaking out about the downsides of beauty PR. In turn, change has already occurred as brands and influencers combat the waste of beauty PR:

Brands have started to provide mailing labels and shipping envelopes to simply send back any unwanted merchandise.
Influencers will run giveaways as a way of giving back to their fans by gifting them a stockpile of unused products.
Brands are using recyclable, biodegradable materials.
Brands are waiting for explicit opt-in before mailing out product samples.

Fake Reviews

Beauty brands rely on consumer reviews as a form of social proof, which has a big impact on purchasing decisions. Because of this, beauty brands are under tremendous pressure to generate a large number of reviews, especially for products that are newly introduced into the market.

Crowdsourced Reviews

This has lead to the success of Influenster, a crowdsourcing platform that specializes in connecting brands and users. Beauty brands will send free products, usually sample sized, to consumers who write a review in exchange on social media or beauty retail websites. Consumers have criticized the transactional nature of Influenster and similar platforms and questioned review authenticity. Clearly, a review doled out by someone who tries out makeup samples will be substantially different than a review written by someone who trials a full-sized product over a longer timespan.

Coerced Employee Reviews Rattle Sephora And Other Retailers
Even more egregious, some brands have been caught redhanded being behind fake reviews.

Sunday Riley-Gate

a former sunday riley employee says the brand makes employees write fake sephora reviews with detailed instructions on using a VPN and claiming it cured your acne…https://t.co/mcv3XznzKA pic.twitter.com/63DpnNNUSF

— 𝕤𝕙𝕖𝕣𝕖𝕖𝕟 (@shereeny) October 16, 2018

Sunday Riley faced huge backlash when a leaked internal email indicated that the trendy skincare brand had been pushing its own employees to write fake positive reviews on Sephora. This email went as far as instructing employees to push specific selling points gushing about the transformative effect of Sunday Riley products. Both Sunday Riley and Sephora apologized, but this event brought scrutiny to the fact that reviews on popular sites on Sephora aren’t entirely trustworthy.

Pressure For Social Proof

Beauty fans are becoming more aware that brands are under immense pressured to generate positive reviews for their products to drive sales. An anonymous beauty insider told Vox “When you have a new launch, the sales will increase with a ton of good reviews. I do want to reiterate how common this practice for brands is. Sunday Riley just got caught. I’m not defending it, but it’s a vicious cycle.”

Prediction For Influencer Marketing

Influencers who give their honest opinions will become powerful megaphones for brands who produce high-quality products. In addition, influencers will help promote transparency by showing discrepancies between brand claims and the actual experience of using these products.

The Outlook For Beauty Transparency & Influencer Marketing

The beauty industry is estimated to be a $445 billion per year industry in the U.S. alone. Clearly, the beauty transparency movement has huge implications for brands in the space. The beauty industry still has vast room for improvement in terms of FDA oversight, overinflated retail markup, environmental footprints, and false claims.

More beauty influencers are rising to prominence through their transparency, as well as a willingness to give honest opinions about products and put their marketing claims to the test. If beauty influencers become just an extension of brand messaging, then much of their appeal to consumers is lost. Influencers are also consumers, so they have a personal stake in demanding more from beauty brands.

The post How The Beauty Transparency Movement Is Impacting Influencer Marketing appeared first on Mediakix | Influencer Marketing Agency.

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Instagram Influencer Marketing Case Study: Starbucks Reserve Brings A Premium Coffee Experience To The Big Apple With Help From NYC Lifestyle Bloggers

Having helped turn specialty coffee into a tempting and permissible daily indulge, Starbucks has become a ubiquitous part of today’s on-the-go, cosmopolitan culture. In 2018, the Seattle-based drink giant generated $24.7 billion dollars in revenue, helping to make it the second most valuable worldwide fast-food brand—exceeded only by McDonald’s.

As the coffee chain market leader, Starbucks not only understands the food and drink industry, it’s also an expert at reaching and communicating with its customers as well. Using influencer marketing as one of its advertising methods, Starbucks has repeatedly created successful marketing campaigns across top social media platforms such as YouTube, Facebook, and Instagram using Starbucks influencers.

Starbucks Influencers Savor New Flavors At Exclusive New NYC Reserve Roastery

The specialty coffee market that Starbucks helped to create has become increasingly sophisticated and competitive, with brands like Dunkin’, known traditionally for its donuts, moving into the coffee market. In a bid to satisfy the demands of coffee-drinkers looking for a more artisanal “cup of Joe,” Starbucks launched its own premium brand, Starbucks Reserve, in 2014. Serving hand-crafted drinks within immersive “Roasteries,” Starbucks Reserve has reasserted the Seattle-based company’s dedication to, and innovation within, the coffee marketplace.

Currently, there exists a several-million follower difference between the accounts of Starbucks’ flagship brand and its select offering on Instagram. To help spread the word about a Starbucks Reserve Roastery opening in Chelsea on December 14, 2018, the coffee producer partnered with three New York City bloggers notable for their style and taste to run a successful Starbucks influencer marketing campaign.

Goals

Promote Starbucks Reserve’s fourth global roastery opening in New York City.
Introduce people to Starbucks Reserve’s brand and drink offerings.
Entice people to visit New York City’s new Starbucks Reserve Roastery.

Approach

Channels: Instagram, as well as the influencer’s respective blogs
Influencers: NYC bloggers and Instagrammers

Preview Of Influencers

Alyssa Lenore - 132,000 Instagram followers
Will Taylor - 270,000 Instagram followers
Chelsea as of Late - 47,400 Instagram followers

Themes

Each of the three Starbucks influencers manages a personal blog with their own unique focus on subjects such as living, style, design, fashion, and travel.
All of the bloggers are New York City locals.
The majority of images were from within the roastery itself, featuring polished wood, modern furniture, warm lighting and, of course, drinks.
Post captions mentioned the uniquely-crafted offerings and special roastery atmosphere.
All eight of the sampled posts tagged @StarbucksReserve and included the hashtag #StarbucksReserve, as well as either #ad or #sponsored.

Results

Combined results for eight sampled posts by three different Starbucks influencers:

Social Reach

Instagram followers targeted: 449,400

Engagement

Likes: 29,699
Comments: 1,232
Engagement rate: 3.42%
Hashtag: #StarbucksReserve

Alyssa Lenore (Styled & Smitten)

Alyssa Lenore is a longtime New Yorker who has a special reverence for her Filipino culture. Using social media to connect with people from around the world, Lenore is a go-to resource in categories such as fashion, food, and travel. Publishing long-form content on her blog, Styled & Smitten, Lenore’s personal Instagram account broadcasts out to more than 132,000 followers.

Lenore’s Starbucks Reserve post features a cropped picture of the smiling blogger enjoying a latte and chocolate cornetti. Citing the coffee-themed tones of her outfit in the Instagram caption, Lenore also noted that the NYC roastery was “Not your average Starbucks.”

Collecting 2,869 likes and 97 comments, Lenore’s post achieved an engagement rate of 2.25%.

Will Taylor (Bright Bazaar)

With 270,000 followers on Instagram, Will Taylor had the highest follower-count of the sampled Starbucks influencers promoting the new roastery. Taylor started publishing popular style and design blog Bright Bazaar in 2009 where different aspects of the creative consultant’s life and passions intersect.

Taylor’s Starbucks Reserve post featured the lifestyle blogger seated at the bar, enjoying a drink in his “best plaid pants.” In his conversational caption, Taylor calls the Reserve roastery “a theatre of coffee,” remarking on its many edible and visual delights.

Amassing 10,160 likes and 495 comments, Taylor’s Instagram post achieved an engagement rate of 3.95%.

Chelsea Henriquez (Chelsea As Of Late)

Chelsea Henriquez, better known to her followers as Chelsea as of Late, is a Latin American New Yorker and blogger who documents her interests and adventures across a range of social media platforms. Style, fashion, and travel are strong features on Chelsea’s Instagram profile, which reaches 47,400 followers. Her blog offers more detailed posts, including reviews, “top” lists, as well as tips and DIY advice.

In her Starbucks Reserve post, Chelsea was featured at the bar enjoying a drink against a warm bokeh of the expansive space. In her caption, Chelsea describes being cozy and drinking a unique “Pantheon Blend.”

Chelsea averaged the highest engagement rate among the sampled posts by Starbucks influencers on the Starbucks Reserve influencer marketing campaign. Her post garnered 2,825 likes and 161 comments, resulting in an engagement rate of 6.30%.

Takeaways

Collaborating with style influencers who also engage in experiences such as food and travel allowed Starbucks marketing to communicate with a specialized and relevant audience about their premium brand.
Partnering with influencers from NYC granted local endorsements of the new Starbucks Reserve Roastery in the city’s Meatpacking District.
Bloggers with an active following on social media can produce short-form promotional posts on platforms like Instagram, while also creating longer, more nuanced content on their own blogging websites.

The post Case Study: Starbucks Marketing Handcrafts Success With NYC Influencers For Its New Upscale Roastery appeared first on Mediakix | Influencer Marketing Agency.