Category: Marketing Influencers

#MarketingAmidCorona

TikTok’s Influence In 2020

With COVID-19 keeping the world indoors this year, TikTok has experienced a surge in growth as the social media platform was the go-to place for many in 2020.  As we head out of a year gripped by a global pandemic, let’s take a look at TikTok’s influence in 2020.

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Promoting Authenticity

TikTok’s laid back feel and goofy nature encouraged users to embrace themselves, ushered in an era of unfiltered authenticity. Three-quarters of people in a Nielsen study of TikTok said the platform is a place where people can express themselves openly.

Unlike veteran social media platforms like Instagram that pressure users to show highly idealized versions of themselves, TikTok leaves little room for users to retouch their look and provides a platform for users to have fun without the pressure of being perfect. This makes the content on TikTok less polished, more relatable, and genuine. We saw TikTok creators flood social media feeds with pajamas and makeup-free posts.

Another way the video-first platform promotes authenticity is by celebrating imperfections. For instance, TikTok users embrace authentic self-presentation under the guise of comedic videos and help other users feel empowered. Vi Lai is a popular skincare influencer on TikTok who makes her videos about beauty products and her mental health struggles.

TikTok has redefined what realness means in a social media world driven by picture-perfect posts. Moving forward, smart brands will leverage the authentic spirit of TikTok to give users a new way to discover and engage with their products.

Building Community

TikTok has become a platform for networking and community building among various groups. In fact, 60% of TikTok users said they felt a sense of community while on TikTok.

TikTok has proven to be a space for connecting with like minds. From #VintageGirls to #HarryPotter, TikTokers assign labels for their different communities within the platform based on interests in particular types of content.

TikTok has broken barriers created by social distancing and become a tool for creative collaboration. For instance, with Broadway going dark due to the COVID-19 pandemic, composers, singers, actors, musicians, dancers, and set designers on TikTok coordinated and choreographed songs for a Ratatouille musical that doesn’t exist.

TikTok is also a safe space for creators to feel comfortable with expressing themselves creatively and openly with unfiltered rawness. For instance, TikTok “skinfluencers” are switching the skincare marketing playbook by dropping candid product reviews and calling out brands.

Community or cult, TikTok communities are growing and have a stronghold on their fan base.

COVID-19 Lockdown

From educating users about ways to minimize the risk of contracting COVID-19 to bored in the house lip syncs, TikTok was a lock down essential that provided a steady stream of additive content to get people through the difficult lockdown period. TikTok’s algorithmic curation drives a sticky, addictive user experience and had people spending a lot of time on the platform.

The average time spent per visitor for the app and websites combined was nearly 8 hours for the month of March. By comparison, US visitors on Instagram spent an average of roughly 5 hours on the app and website combined in March.

TikTok unleashed everyone’s inner content creator during quarantine and unearthed new celebrities overnight. With TikTok’s easy to use format and laid-back vibe, users were able to create a steady stream of playful and entertaining content from their own homes without worrying about looking perfect. Sienna Mae Gomez became a TikTok sensation in August when a video of her making fun of the unrealistic body image standards while dancing in her kitchen was widely shared.

Why does fame come fast on TikTok-unlike YouTube or Instagram?

Discovery is at the heart of the TikTok experience. TikTok’s algorithm continually searches for new clips and promotes the videos of relatively unknown accounts rather than the latest videos from already popular users or users that people already follow. This makes it easy for users to explore new videos and creators from across TikTok and allows those with small followings to go viral.

The Resurgence of Old Music

Although TikTok isn’t a traditional music platform, it appears to be influencing music discovery and dramatically revitalizing old hits.  Fleetwood Mac’s Dreams is a well-known case.

A TikTok video of TikTok user @420doggface208 skateboarding while lip-syncing to Fleetwood Mac’s Dreams and sipping from a bottle of Ocean Spray Cran Raspberry juice went viral and put Fleetwood Mac back on the charts. The video, which resonated with viewers for its laid back mood, had over 70 million views and helped propel “Dreams” first released as a single in 1977 to the charts.

The video seems to have also provided a business boost for Ocean Spray. Ocean Spray CEO, Tom Hayes, said in an interview with Yahoo Finance that the company can’t say yet if there will be an increase in sales but that retailers have said there has been “additional draw off the shelf.”

The story speaks to the continued power of TikTok as a platform for more timeless hits to be introduced to younger audiences.

Defining Skincare for Gen Z

TikTok is helping Gen Z shift from expensive beauty products to embracing affordable skincare options that can easily be found at CVS, Target, or Dollar Tree. This year, some Skin influencers used TikTok to share skincare-related information and entertainment in short, digestible, and visual parcels.

These TikTok posts made products go viral and incited the purchasing power of Generation Z. For instance, 15-year-old brand skincare CeraVe established itself as a cult favorite and saw an increase in sales after TikTok user @hyramapproved shared a post raving about the brand.

The Ordinary’s AHA 30% + BHA 2% Peeling Solution also went viral after TikTok user @kaelynwhitee shared her results when she used it to treat her acne. In just a few weeks, The Ordinary, one of the beauty brands owned by Deciem, sold 100,000 bottles of the serum.

TikTok is changing how Gen Z learns about skincare brands and influencing purchases. Watch out for brands teaming up with “skinfluencers” on TikTok to drive awareness and sales.

Like it or not, TikTok has won a place in the heart of consumers especially Gen Z.  Start familiarizing yourself with the platform and see how your brand can leverage it to reach your target audience.

The post TikTok’s Influence In 2020 appeared first on Post Funnel.

CRM Strategy

How Influencer Marketing is Changing in 2020

Influencer marketing can be a massively successful strategy for companies looking to grow brand awareness and increase sales. However, there’s more to influencer marketing than putting products in the hands of high-profile social media users, and that goes double for 2020. After all, this is the year that changed everything.

According to a recent study from Bluecore, 18% of the 1,005 consumers surveyed in Q2 2020 said that influencer marketing had the most significant impact on their purchasing decisions, placing it in third place behind word of mouth and online ads. However, 29% of that same group said influencers were the least impactful, second only to celebrities. While that disparity is enough to make a marketer’s head spin, one thing’s for sure: the times, they are a-changin’.

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

Diversity is more important than ever

Social injustice has been at the forefront of 2020, with protests sweeping the globe over police brutality and the too-frequent murders of unarmed people of color. Many brands and corporations have chimed in, though some efforts fell embarrassingly short. With diversity dominating the marketing discussion this year, it’s no surprise that influencer culture is following suit.

According to one study, 36% of influencer-following consumers now follow a more diverse group of influencers than they did before the latest wave of protests kicked off in the summer. Consumers are more aware of the need for social justice than ever, and trends in the influencer community reflect this. Unlike some of the other shifts in the influencer economy this year, added diversity is definitely a good thing that should create new opportunities for influencers from marginalized groups.

TikTok is taking over

The video-sharing social network TikTok has been around in various forms for a few years, but it hit its stride in 2020. With much of the world feeling socially isolated, millennials and zoomers turned to TikTok en masse, creating a whole new influencer ecosystem. That’s great for rising TikTok stars, but the network comes with a new set of obstacles that marketers have to navigate.

Earlier this year, TikTok made headlines when the President of the United States threatened to ban it entirely. Meanwhile, concerns over user data and security have led some politicians to call for a deeper investigation into what they consider a potential threat to national security. TikTok executives have vehemently denied those claims, but the constant back-and-forth is still causing confusion and anxiety, making it hard for influencers to plan their next steps.

Guide to reengaging churned customers

Lawsuits are a looming threat

“Influencer” is a relatively new career path, which means the legal issues surrounding disclosure, content, and transparency are still being written. However, the FTC has made some points very clear: when promoting products, influencers must disclose any financial, employment, personal, or family relationship with the brand.

Lack of disclosure is one of the main drivers of influencer lawsuits, but it’s far from the only one. Just ask Bethany Mota – the YouTube sensation with over 10 million subscribers found herself with a fraud lawsuit in 2017 after failing to uphold her end of a contract. With so many potential legal issues, it’s not surprising that some brands would prefer to avoid that minefield entirely.

Influencers haven’t been able to escape the side effects of the most bizarre year in recent memory, but influencer marketing is far from over. It’s up to marketing pros to navigate these shifts and prepare for the future of influencer culture. After that, who knows what 2021 will bring?

The post How Influencer Marketing is Changing in 2020 appeared first on Post Funnel.

#MarketingAmidCorona

Consumers Engage with Content by Their Favorite Stars

With events and movie shoots on hold due to COVID-19, celebrities are finding ways to remain relevant and keep their fans engaged. Read on to find out how consumers engage with celebrity content during this period.

Become the best CRMer you can:
CRM Hack: measuring the right marketing campaign KPIs
How To: use loyalty data to power retention and reactivation
See how brands take their email deliverability to the max
Get inspired: great sports betting campaigns to follow

Calling Out Insensitive Celebrity Content

Once upon a time, celebrities were seen as Gods that could do no wrong. But not anymore. With consumers demanding leaders to be accountable, they’re calling out celebrities that share insensitive content. For instance, Wonder Woman star Gal Gadot got backlash for spreading positivity with a celeb-studded cover of John Lennon’s “Imagine” on Instagram Live.

The 3-minute video, which has over 10,000,000, received negative reception with some commentators calling it “cringeworthy,” “tone-deaf,” “nauseating,” and “out of touch.”

The problem was consumers found wealthy celebrities performing a song that urges the world to “imagine no possessions,” while not making contributions to the fight against COVID-19, to be out of touch.

With COVID-19 resulting in job losses, celebrities pushing products for gain are getting negative engagement from fans. Oscar winner Gwyneth Paltrow received backlash from consumers for advertising an expensive fashion ensemble on the Instagram feed of her healthcare platform, Goop (the post has been deleted).

One Instagram, a user wrote, “Come on goop, when you said GP, I thought at first you were referring to Dr. Please use your platform in a more sensitive way… I really don’t think it’s the time to think about buying trainers when people are struggling to buy day to day supplies”.

Celebrities who show off aspirational content such as expensive purchases are also getting a lot of heat from consumers.  For example, Kim Kardashian got slammed on Twitter for posting photos of her 7-year-old daughter, North West’s Friesian horse.

How much is a Friesian Horse? According to Friesian Horse Association North America (FHANA), Friesian Horses have a price ranging from $19,900 to $47,900.

Viewing Paid Celebrity Content 

Despite some celebrities’ insensitive behavior, consumers don’t mind viewing celebrity content when there is a brand partner involved. Brands that used celebrities in Instagram posts saw 1.5 times more traffic in 2020. One brand that has nailed celebrity endorsement during this period is the shoe brand, Crocs.

Crocs collaboration with actress Priyanka Chopra Jonas as part of its “Come As You Are” campaign has over 2,000,0000 views on Instagram.

Here’s what Crocs did right:

Authentic Representation:  Priyanka’s charity work as a UN Goodwill Ambassador aligns with Crocs’ commitment to giving back. Crocs collaborated with Priyanka to donate 10,000 pairs to healthcare workers in Los Angeles and India as part of its Come As You Are campaign.

The Message: The Crocs’s Come As You Are campaign focuses on celebrating uniqueness and, more recently, on healthcare workers’ sacrifice.

Have a Good Product: From its sales record, it seems Crocs makes a good product. The foam plastic footwear is known for being easy on the feet, being practical, and convenient. Also, the brand offers customers the opportunity to customize their Crocs with Jibbitz charms.

Attending Celebrity Instagram Live Shows

With events on hold, celebrities are creating internet shows to engage and entertain their audiences. And consumers are tuning in.  For example, American actor and filmmaker Paul Feig hosts a nightly Quarantine Cocktail party on Instagram live where he mixes music, cocktails, and positivity all for a good cause.

Each episode generates laughs and Feig raises money for different charities struggling during this COVID time.

Legally Blonde actress, Reese Witherspoon, hosts Shine On With Resse At Home, an Instagram series where she doles out advice and shares tips from experts about various topics, from parenting advice to mental health.

English singer and guitarist James Bay gives free guitar lessons on his Instagram live to keep in touch with his fans during the lockdown.

In each lesson, he takes fans through different chords, sings along, and responds to questions in the comments section.  So far, James has posted 27 guitar lessons.

All three celebrities still have episodes of their live shows on their IGTV, so browse through them if you’ve got time and are interested.

Connecting with Authenticity

While consumers don’t want to see celebrities show off their wealth, they don’t mind engaging with content where stars do everyday things like reading.

In March, legendary actor and geek cultural icon, Sir Patrick Stewart (aka Professor X),  posted a video of himself reciting William Shakespeare’s Sonnet 116. Consumers’ positive response to the post inspired Sir Patrick to start a Sonnet a Day series.

At the time of writing this article, Sir Patrick was at Sonnet 120.

Katy Perry is another celebrity sharing relatable content on social media. Katy Perry gave fans a sneak peek of her daughter’s nursery on her SmileSunday live stream.

The mini-tour included a look at baby outfits, a changing station, stylish lights, and a circular crib with curtains. That’s showing a lot more than other celebs who have also recently given birth! Hint, hint @GigiHadid.

Broadway icon, Patti LuPone, gave her fans premium quarantine content with a tour of her basement.

The Broadway star showed off her jukebox, piano, pinball machine, and many more goodies. The 1:50 min video has 1.4 million views, over 1,000 comments, and 40,000 likes on Twitter.

Lessons

How consumers engage with celebrity content holds critical lessons that you can use in your marketing.

Below are some key takeaways:

  • If you’re using celebrities for endorsements, find one whose brand aligns with yours and consumers can connect with.
  • Don’t place profit over people. Think of how you can add value in today’s challenging economic environment.
  • Think before you post, be empathetic, and never underestimate the intelligence of your audience.
  • Share entertaining and relatable content.

The post Consumers Engage with Content by Their Favorite Stars appeared first on Post Funnel.

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