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Excellent read at link below. My thoughts: This is a true conundrum, but here is a strong case that curated UGC is gaining traction over historically traditional influencer content and here’s why The Authenticity Advantage: Real People, Real Lives: UGC features everyday people, fostering a sense of relatability and trust that resonates more with audiences. Unfiltered Experiences: UGC often feels less scripted and staged. It is perceived as more genuine than influencer content. Variety of Voices: Curated UGC incorporates perspectives from diverse audiences which offer a broader range of experiences - which is crucial. Influencer Backlash: We are Inundated with ads: We are growing weary of constant promotional content from influencers. Who needs scripted perfection: The overly curated influencer persona can feel disingenuous and inauthentic and unrealistically filtered. The Power of Curated UGC: Brands as Storytellers: By selecting and amplifying genuine UGC, brands can craft narratives that feel more authentic. Building Trust: User-generated content builds trust through relatable experiences and honest opinions. Organic Engagement: UGC sparks conversations and interactions, fostering a more engaged community by it's honesty. Utilizing off platform curated UGC campaigns can be a potential game-changer for Amazon sellers in several areas, if executed properly.

I recently stumbled upon an insightful piece on Glossy that explores the discussions held at #eTailWest. The main takeaway? Brands are increasingly shifting their focus from traditional paid influencer content to user-generated content. 💡  Renowned industry leaders like Billion Dollar Beauty and Bask & Lather have successfully demonstrated the immense potential of #UGC, amassing millions of views on platforms such as TikTok while Barbara Roll Cardiel, the CEO of Overtone, shared insights on how they effectively utilize UGC to enhance their social commerce efforts. 📊 A recent survey by Bazaarvoice reinforces this trend - a whopping 86% of brands believe that UGC can outperform paid or owned media. So, what sets UGC apart? It's not about meticulously curated aesthetics. Instead, it's all about authenticity and showcasing how real customers incorporate products into their everyday lives. UGC is raw, genuine, and resonates with audiences on a deeper level. Now, let's spark a conversation! How is your brand leveraging UGC? Do you consider it to be a more effective tool compared to paid or owned media? Share your thoughts below and join the discussion. 💬

This #Diwali, more #brands turned towards #nanoinfluencers, tapping into their close-knit #communities to foster a #genuine connection with #consumers. At Zefmo, we've witnessed a significant surge in demand for nano influencers over the years. Nano influencers, with their #authentic #engagement and #relatable #content, have proven to be incredibly effective. It's clear that the authentic #storytelling of nano influencers is changing the way brands connect with their #audiences, making every interaction more meaningful. Read more, including my take in the story in the Pitch - https://lnkd.in/g7-aYJqD

ShopMy will get $18.5 million to assist influencers make more cash selling merchandise | TechCrunch https://lnkd.in/dCdf-XZ3 ShopMy, a advertising platform for content material creators to attach with manufacturers and monetize their content material, introduced right this moment that it raised $18.5 million. The corporate will use the cash to assist scale its community of 40,000 creators, together with Alix Earle, the web's newest “It Woman” with greater than 10 million followers on TikTok and Instagram. ShopMy's advertising platform equips creators with the instruments they should earn money from their product suggestions, akin to creating digital storefronts, accessing a catalog of hundreds of thousands of merchandise, creating commissionable hyperlinks, and chatting immediately with companies through a cellular software. Thus far, creators have earned “tens of hundreds of thousands in commissions” on the platform, the corporate tells TechCrunch. For manufacturers, the platform is a expertise discovery hub and marketing campaign builder multi functional. Greater than 1,000 firms, together with Nike, NET-A-PORTER, Chanel, Drunk Elephant and Tatcha, have joined the ShopMy community. ShopMy was based in 2020 by Harry Rein (CEO), a former Oracle software program developer who based an e-tutoring startup whereas attending MIT; Chris Tinsley, MIT Sloan graduate; and meals blogger Tiffany Lopinsky (chief working officer). The concept for ShopMy happened whereas Tinsley was learning the creator economic system in school. “He noticed a major disconnect within the social media ecosystem: influencers had been struggling to monetize their product suggestions successfully and their followers had no simple path to buy. “Chris noticed ShopMy as the answer, a bridge that remodeled the best way influencers share and monetize their product suggestions,” explains Rein. The numerous spherical means buyers proceed to take the influencer advertising area severely. And so they're most likely proper to take action: the creator advertising trade is anticipated to develop to round $24 billion by the top of 2024, and the general creator economic system is estimated to be value $480 billion within the subsequent three years. As VCs have advised us prior to now, influencer advertising platforms are thought-about one of the vital investable classes within the creator economic system as a result of they constantly assist creators earn money. Picture credit: StoreMy Lately, a number of startups have emerged to launch platforms that join creators and types. Even Instagram has embraced creator advertising and launched a market device for paid partnerships in 2022. {The marketplace} has attracted 1000’s of creators and types, and final month, Instagram launched it in eight extra nations. ShopMy says its direct opponents are LTK and GRIN, and their

In the #digital era, #influencers play a crucial role in shaping consumer behaviour and influencing brand perception. Their impact is felt across various platforms, where they connect with audiences and drive trends. Some influencers in Hong Kong have emerged as leaders in creating branded content. Focusing on areas such as #fashion, #health, and #lifestyle, these influencers not only engage their audiences but also drive significant revenue for brands, establishing themselves as key figures in the influencer marketing landscape. With the abundance of influencers and #KOLs available, brands may wonder which ones command the highest advertising costs for promoting their products on social media. In response, ADMANGO's recent survey has identified the top five KOLs with the highest #AdSpend on Instagram for branded content. #InfluencerMarketing

Do you know you need to highlight that it's an Ad if you're showcasing a product made by your company or one you work for? This is a cautionary tale that now that this precedent has been set, the ASA will be cracking down. If you're posting on your personal social channels where it isn't stated that you work for the company (i.e in your username), and your classed as an influencer, you'll need to reference that it's an Ad. There's a useful download explaining the guidelines at the end of this article. Do you think the guidelines are clear?

Why don't #beauty brands leverage YouTube in the way influencers represent their brands? 🤔 This is truly a question I regularly ask myself, and I throw this question around in my head trying to find the answer. "Pixability found that of the 200 most-viewed beauty videos on YouTube, 86 percent of them were made by influencers, while 14 percent were made by beauty brands." WHY? 💄 I believe the reason is that beauty brands feel too embarrassed to invest in a platform when they are starting from the bottom/low numbers. "Beauty video views have increased 65 percent year over year" (Pixability found) Maybe you are thinking that by investing in an influencer INSTEAD of your own YouTube Channel you are removing the uncertainty of whether a piece of content will work or not. If you look at these channels they have beautiful videos, but they are all Ads, all under one minute apart from a few they don't have content videos. These are some reasons to reconsider: 1️⃣ Increased Visibility 👀 : YouTube is the second largest search engine, providing a vast platform for reaching a wider audience. 2️⃣ Engagement 💬 : Viewers are thirsty for long-form video content, fostering stronger connections with the audience. 3️⃣ Brand Authority 🔥 : Regular uploads of high-quality content establish the brand as an authority in its industry or niche. 4️⃣ SEO Boost 📲 : YouTube videos improve search engine rankings, especially when optimized with relevant keywords and tags. 5️⃣ Versatility 🔎 : Video content can be repurposed across various platforms, maximizing its impact and reach. 6️⃣ Monetisation Opportunities 🤑 : With a large enough following, brands can generate revenue through ads, sponsorships, and partnerships on YouTube. 7️⃣ Demonstration and Education 💄 : Videos offer an effective way to demonstrate products, showcase features, and provide educational content, aiding in sales and customer understanding. 8️⃣ Analytics and Insights 📊 : YouTube analytics provide valuable data on viewer behavior, preferences, and demographics, allowing brands to refine their strategies for better results. WHAT CONTENT IS MISSING FROM THE EXISTING VIDEOS ON BEAUTY BRAND CHANNELS? Ads can be informative but they aren't community-building, LUSH and Absolute Collagen are creating content that is for their communities. ***** make your YouTube Channel a destination not a depo ***** What does your channel think about investing in YouTube? #youtubemarketing #youtubestrategy #videoediting #fmcgmarketing #influencermarketing ---- 💟 If you'd like your YouTube channel to do better, or you'd like to start using your channel as a destination we can help you, DM for a free mini workshop to discover your brand's potential.

The Rise of Influencer Subscriptions: A New Era in Marketing The influencer marketing world is witnessing a significant shift with the advent of subscription models. This trend is not just a fleeting change but a reflection of a deeper evolution in consumer behavior and influencer strategy. Why the Boom? Direct Monetization: Influencers are embracing subscription models to directly monetize their content, moving away from traditional ad-based revenue streams. This shift allows for a more stable income and greater creative freedom. Exclusive Content: Subscriptions offer followers exclusive access to content, behind-the-scenes looks, and personal interactions. This exclusivity strengthens the influencer-audience bond, making the investment worthwhile for dedicated fans. Community Building: Subscriptions foster a sense of community among followers. This close-knit environment encourages more meaningful engagement and loyalty, which is invaluable in the digital age. Implications for Brands Brands need to adapt to this changing landscape. Collaborating with influencers on exclusive subscription content can be a powerful way to engage with a dedicated audience. Moreover, it's an opportunity to be part of a more authentic and intimate conversation, which can significantly enhance brand perception and loyalty. The Future The influencer subscription model is more than just a trend; it's a paradigm shift in how content is valued and consumed. As the digital marketplace continues to evolve, understanding and leveraging this model will be crucial for brands looking to stay ahead in the game. Insights sourced from Business of Fashion's article on the influencer subscription boom.

How did the Glossier, Inc. team do it? Glossier is one of the most successful D2C beauty brands in the world, with a $1.2 billion valuation. Here are 5 takeaways from Glossier’s powerful strategy: ✅Know your target audience and build relationship 📍Glossier’s team decided to use everything they’d learned from running Into the Gloss as part of their marketing strategy for the new company. 📍They continued to communicate with their customers to stay in the loop and understand exactly what they wanted. 📍Their “About Us” page puts it perfectly: “We create the products you tell us you wish existed.” ✅Use (micro-)influencer marketing 📍Treating regular people like influencers is the key to Glossier’s success. 📍Glossier treats customers as both a demographic to be marketed to and the people who are doing the marketing. 📍In addition, instead of hiring celebrity spokespeople, Glossier uses lesser-known models in ad campaigns. ✅Focus on branding 📍Branding is another key pillar in Glossier’s amazing strategy. As mentioned, their products are attractive and Instagrammable. 📍Their signature pink color is not only iconic because their customers would recognize it anywhere, but also because they have a trademark registration for their millennial pink-lined product packaging. ✅Publish engaging content 📍Since Glossier started as a blog, it’s no wonder that content marketing is important for the brand. 📍The best thing they can do is give people content. That is their main driver of growth ✅Provide an amazing user experience 📍When you visit the Glossier website, you can tell that they’ve put lots of effort into optimizing the user experience and helping visitors find the best products. This makes sense since Glossier is a digital-first company. #glossier #marketing #strategy #beautybrand

The Evolution Of Marketing Attention: From Shopping Channels To Influencers The evolution of marketing attention has transformed dramatically, shifting from traditional shopping channels to the modern era of influencers. In the past, shopping channels were the primary medium for brands to showcase their products to a broad audience. These channels relied on a one-size-fits-all approach, with limited interaction and engagement from consumers. Today, influencers dominate the marketing landscape, offering a more personalized and engaging experience. Influencers, who have built loyal followings on platforms like Instagram, YouTube, and TikTok, leverage their credibility and relatability to promote products in a more authentic manner. This shift has allowed brands to reach niche audiences more effectively, fostering stronger connections and trust. The rise of influencers has also introduced interactive elements to marketing, such as live streams, Q&A sessions, and behind-the-scenes content, making the consumer experience more immersive. As a result, marketing attention has evolved to prioritize engagement and authenticity over traditional advertising methods. This transformation underscores the importance of adapting to new trends and leveraging the power of social media influencers to capture the attention of today’s savvy consumers. #MarketingEvolution #InfluencerMarketing #DigitalTransformation #SocialMediaInfluencers #BrandEngagement #Yapiee #Yapieeapp https://lnkd.in/dC5gFWbX