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Influencer Marketing

A Blog from Trending Family

Facebook Introduces Spaces, A VR Social App

In a previous blog post, we’ve mentioned how major brands have been turning to virtual reality (VR) to deliver serious impact in their marketing strategies. While VR can be costly to implement, brands have the ability to generate a personalized, one-of-a-kind advertising experience for consumers. Now, it appears Facebook is keen on becoming one of the first major social media companies to experiment with the technology with the announcement of Spaces, a VR social application. After Facebook acquired startup Oculus VR in 2014 for an astounding $2 billion, it was predicted VR technology would soon be incorporated into Facebook’s social platform, but it was not yet clear how this would be executed. With Spaces, it seems that Facebook is one step closer to realizing its vision.

The purpose of Spaces is to connect users more intimately. Spaces requires that users create personalized avatars, which they can use to meet up with other users in a Facebook generated virtual space of their choice. Users can then travel with other users to “places” from a selection of photos or videos. Users can also “view” personal two-dimensional photos together with other users. Facebook Messenger is also accessible through Spaces, allowing users to video call others through their VR headsets.

If your brand is interested in discussing how VR should fit in with your overall digital strategy, contact Trending Family today!

Weekly Data Report: Desktop and Mobile Ad Revenue Now Top Ad Spend, Instagram Leading Platform For Influencers

Woman looking at her phone and computer.

Desktop and Mobile Beat TV in Overall Ad Spend

The latest report from the Interactive Advertising Bureau (IAB) found that desktop and mobile ad revenue has beaten television by $1.2 billion in 2016 with the overall total of $72.5 billion. This is a 21.8 percent increase from 2015, in which internet advertising revenue was $59.6 billion. This marks the first time that television ad spend has been surpassed by internet ad revenue since the beginning of the IAB’s annual reports in 2004. According to the current report, mobile video revenue comprised 85 percent of desktop video revenue in 2016. An astonishing 46 percent of all video ads were shown on a mobile device. Thanks mostly to mobile searching, mobile advertising accounted for more than half of digital ad revenue last year. The IAB reports that only mobile and desktop video saw an increase in revenue since last year. Retail, financial services, and auto were the leading industries in internet ad revenue in 2016, unchanged from 2015. Social media advertising also saw an incredible surge in revenue from $10.9 billion in 2015 to $16.3 billion in 2016.

Instagram Chosen as the Preferred Social Media Platform For Influencers

In another report conducted by Hashoff, roughly 240 out of 300 digital influencers surveyed chose Instagram as their favorite social media platform. Digital influencers stated that immediate community as well as ease of connecting with brands were what made Instagram their top choice. The report also indicated that digital influencers mostly judge their success on social media by the number of likes, comments, and overall engagement on posts. Only 34.2 percent of influencers surveyed reported using follower count as a metric. Most digital influencers stated that Instagram will continue to be their top social media platform over the coming years.  

For more information on how to launch an influencer marketing campaign on Instagram to reach your advertising goals, contact Trending Family today!

YouTube Kids App Comes to Smart TVs

A Person Using the YouTube App

Since YouTube’s announcement of YouTube TV, its plan to dominate the television market has been making serious headway. It appears that YouTube is continuing to expand its television demographic to a younger audience with its recent announcement that the YouTube Kids app is now accessible on smart tvs. The YouTube Kids app is specifically designed for young children ages four and up looking to watch wholesome and family-friendly content on YouTube. YouTube Kids allows parents to control what and how their children watch YouTube content.

The YouTube Kids app has a settings feature which allows adults to control search capabilities or set a time limit so that they can restrict the total duration of videos their child is watching. For additional control measures, parents can also block content or channels on the app. Parents need not worry about the content of the ads, as all paid media undergo a rigorous vetting process to ensure that the content is family-friendly. For brands and advertisers, the YouTube Kids app is another way to target a specific demographic.

For more information on how to partner with family-friendly influencers on YouTube to reach a younger consumer demographic, contact us today!

Why Brands Are Failing to Connect With New Parents

A newborn baby's feet.

Becoming a parent is a once-in-a-lifetime experience for many people. According to a recent study conducted by Ipsos on behalf of the firm Ketchum, it appears that most brands are failing to properly connect with this important demographic. Approximately 73 percent of parents acknowledged that learning how to be a parent was overwhelming. Brands have a huge opportunity to bridge the gap by incorporating advice into their marketing messages.

Interestingly, while 93 out of 400 new parents stated that parental advice from brands was beneficial, 63 percent of respondents had neutral or not positive experiences from brands’ current tactics. The report also stated that only 21 percent actually use baby products given to them by others, indicating that many brands may be failing to connect emotionally and practically with new parents.

If your brand is interested in launching an influencer marketing campaign to connect with first-time parents, contact Trending Family today for more information!

The Top 5 Mistakes to Avoid in an Influencer Marketing Campaign

An influencer taking a photo of herself

A digital influencer poses as she gets her photo taken for a brand campaign.

In a previous post, we detailed why launching a successful influencer marketing campaign requires significant planning and organization. In this post, we’ll go over some common mistakes that many brands and agencies make when first starting out:

  1. Partnering with the Wrong Influencer: The consequences when brands fail to properly vet an influencer can be dire.  Further, many confuse audience reach with engagement and don’t consider other factors such as past sponsorships or the length of the partnership.
  2. Treating Influencers as Actors Rather Than Granting Creative Freedom: Digital influencers in many ways have surpassed mainstream celebrities when it comes to developing consumer trust and authenticity.. If your brand or agency is only looking for digital amplification of a traditional campaign with little input from the influencer, consumers may be quick to call it out as inauthentic. Finding the right balance requires marketers to give up a little creative latitude in exchange for a more seamless integration.
  3. Failure to Establish Clear KPIs: If your brand is new to influencer marketing, setting clear business objectives is a must. After establishing KPIs (Key Performance Indicators) be sure to track them consistently and measure against platform-specific benchmarks.
  4. Only Looking at Short-term Results: Failure to develop a long-term relationship with an influencer can defeat one of the biggest advantages of influencer marketing. Not only does this allow influencers to reinforce with their audiences that they are continuing to use a product but brands can hone and test messaging and Calls-to-Action over time across different campaigns.
  5. Not Complying with FTC Guidelines: The Federal Trade Commission recently reprimanded 90 influencers for not being transparent about their relationships with brands. According to the FTC, if a brand and an influencer have a material connection they must disclose it clearly. Failure to comply with these evolving disclosure requirements can not only hurt your brand’s reputation but also the bottom line since hefty fines may be levied.

If your brand or agency is looking for help launching your next influencer marketing campaign, contact Trending Family today!

Should brands focus marketing on one social media platform or diversify?

popular social media platforms

In an era when 68 percent of adults have a Facebook account, marketing on social media is no longer an option for brands but a necessity. Most brands and influencers consider the safest bets to be YouTube, Facebook, Instagram, Twitter, and Snapchat. However, spreading marketing dollars evenly across every major social media platform just to “check the box” will yield poor results if consumer demographics are not properly identified. In particular, Instagram and Twitter are the most popular platforms for millennials, but Facebook is still more relevant with an older demographic. YouTube closely follows Facebook as the overall second largest social media network site.

Most marketers find success by identifying the ideal social media platform that aligns with their consumer demographics and campaign KPIs. Many also work with digital influencers to help amplify the message and even create customized content. If your brand specializes in consumer packaged goods and is targeting the millennial demographic, it’s better to use social media platforms such as Instagram and Snapchat, which are the most popular social media platforms with smartphone users ages 13 to 19. Once determining the best social media platform to target, you can begin searching for the ideal digital influencer, focusing on one who aligns with your brand’s values and mission.  

For more information on how to identify the right social media platform on which your brand should advertise, contact Trending Family today!

 

Twitter Sees Progress with Streaming Mainstream TV

A photo from the April 20th Atlanta Braves versus the Washington Nationals game, which was livestreamed on Twitter.

Twitter is seeing major progress after securing a deal with the MLB to livestream their Wednesday night games. The company is still keeping its sights on finding major networks for its live stream television service in light of Amazon’s recent $50 million dollar deal to livestream the National Football League’s thursday night games for this fall. Aside from baseball, Twitter has shown progress in focusing on other sports leagues such as the National Hockey League, National Lacrosse League, and the National Basketball Association.

The company’s vision is to allow users with an existing TV service to be able to watch live programming through its platform. Just over a month ago the company announced it will allow its users to mute specific words, hashtags, and phrases for a set period of time on their timeline. Given that many users enjoy using the platform to tweet during their favorite shows in real-time, the new feature may benefit avid fans of primetime shows, not just niche events.

For more information on how your brand can launch an influencer marketing campaign on Twitter, contact Trending Family today!

Multicultural Influencer Marketing: Evolving Trends and Social Media Content

Photo Credit: Lily Lee of Lily Petals World.

According to the Pew Research Center it is predicted that by 2055 the U.S. will have no single racial or ethnic majority. As a result, brands and agencies are beginning to rethink their multicultural marketing strategies to be more relevant to current and future consumers. The use of social media influencers is an often utilized tactic, especially by marketers looking to target specific ethnicities. But what makes these multicultural influencers so relatable? We’ve broken down how their content manages to appeal to an increasingly diverse population:

They Create Universally Relatable Content: Influencers who have grown up in a multicultural home or in several countries during their childhood have a nuanced understanding of culture. By creating content that is universally relatable, these influencers can appeal to a wider range of demographics and avoid isolating one culture over another. As an example, YouTube Influencer Lily Lee, a Korean woman married to a Kenyan man, showcases the ups and downs of raising a multicultural family. Through her content, she often sends the message to viewers that her family is no different from any other. Multicultural influencers are thus able to serve as a bridge connecting diverse audiences.

They Provide Content In Multiple Languages: Multicultural influencers are often able to communicate with their global audiences in two or more languages, typically by providing captions on video content. For example, YouTuber Jo, from Damon and Jo, often speaks and captions in Portuguese for her sizable Brazilian audience. Many digital influencers even have their videos translated into multiple languages, in the hopes of increasing their global appeal.

If your brand would like more information on how to work with multicultural influencers for your next campaign, contact Trending Family today!

What Next-Generation Social Media Influencers Expect From Brands

Adweek’s recent article revealed that influencers are expecting marketers to help them evolve into better brand ambassadors by giving them a seat at the table. Influencers surveyed had five concerns: innovation, discovery, research, products, and resources. If brands want content that is not only organic but also authentically delivered, they must assist influencers in generating new ideas as well as aid in the growth of their audience. The relationship between brands and influencers must be mutually beneficial. Brands should promote the content as much as the influencers.

Additionally, brands should provide their partners with the latest and greatest products. They should also consider involving influencers in the product development process. Finally, brands shouldn’t expect their influencers to generate all of the content during a campaign on their own. It is good to give influencers creative freedom. However, brands should provide a lot more support such as studio time and professional editing if they want highly polished content.

For more information on how to improve your brand’s relationship with influencers, contact Trending Family today!

Mobile Influencer Marketing Strategies

Mobile marketing is more important than ever for brands looking to stay relevant to millennial consumers. Over two-thirds of Americans own smartphones so your brand’s mobile marketing strategies must be unique to the medium. One source many marketers are tapping is digital influencers. Here are a few ways  to start implementing mobile influencer marketing today:

Provide Exclusive Offers: By offering exclusive deals on your mobile website or app, consumers will be more compelled to opt-in. In fact, 77 percent of consumers spent at least $10 to $50 dollars more when redeeming mobile coupons. Digital influencers have long been providing their followers with exclusive affiliate links and discount codes so partnering with them to create customized, native content may move the needle even more.  

Use Influencers to Legitimize Your App: It’s predicted that by 2020, there will be 5 million apps in the Apple App store. As such, it is increasingly more difficult to get your brand’s app noticed. Despite how innovative and featured-packed it is, without proper exposure and traction, it may produce very little business results. Apps like Hotel Tonight acquired a larger and targeted user base simply by partnering with digital influencers like Gregory Tinari of MenStyleGuide, a fashion and lifestyle influencer, who featured Hotel Tonight in an Instagram post.

Integrate Social Media: Ideally, your brand’s app or mobile website should effortlessly integrate every major social media platform to make sharing easy. Digital influencers on Instagram or Twitter can play a key role by encouraging their followers to interact with your mobile app or website. For example, brands can allow users to upload their Instagram photos onto your app during a campaign or showcase live tweets featuring your brand’s personal hashtag.

If you’d like to discuss how to best utilize digital influencers for your brand’s mobile marketing strategy, contact Trending Family today!

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