background preloader

Fashion brands struggling to find the right social influencers - Marketing Week

Fashion brands struggling to find the right social influencers - Marketing Week
Social media influencers are fast becoming brands’ go-to option for generating trust and credibility among young consumers. According to a new report by Fashion and Beauty Monitor in association with Econsultancy – both sister brands of Marketing Week – 57% of marketers and business owners in the fashion and beauty sectors use influencers as part of their marketing strategy, with an additional 21% looking to introduce this type of activity over the next 12 months. The growing authority of online commentators and YouTube stars such as Zoella has given rise to this new breed of peer-to-peer brand ambassador. The fact that 41% of respondents have been collaborating with online content creators for three years or more, in what is considered a maturing space, also suggests fashion and beauty firms are ahead of the curve in their use of influencer marketing. “It’s important brands understand that influencers have the following they do because people trust them and their opinion,” she says.

Brands should be aware of social platform ‘quirks’ when working with influencers Brands should be aware of the “quirks” of social media platforms and tailor the content accordingly when working with influencers, new advice from the Committee of Advertising Practice (CAP) says. The guidelines on affiliate marketing, published today (9 March), look to help social influencers and brands stick to the rules by making clear to their followers when the content they are viewing is an ad. This will give consumers the choice on whether or not to engage. Affiliate marketing is where an affiliate such as a blogger or Instagrammer is rewarded by a business for each new customer they attract through their marketing efforts. Affiliates usually place links online that direct anyone looking at that page to the website of the business and they receive a pre-agreed percentage of each sale. READ MORE: Brands reluctant to be transparent about influencers as many fail to apply ad industry code

Brands reluctant to be transparent about influencers as many fail to apply ad industry code - Marketing Week According to current CAP guidelines, if influencers are being paid to showcase a product or service, they have to clearly signpost this, with non-disclosure of paid commercial content considered illegal under Consumer Protection law. Earlier this week, the Competition and Markets Authority announced it would be stepping up its enforcement action in this area. However, the survey – conducted by Takumi, an app that connects Instagram influencers with brands, which surveyed 500 PR and marketing professionals – showed that 12% had no idea what the CAP code of conduct towards influencer marketing is. Of those that were familiar with the recommendations, over a third (34.7%) actively choose not to adhere to it due to a lack of understanding or a reluctance to be transparent about paid-for content. READ MORE: More clarity needed as government cracks down on ‘misleading’ content marketing “We take a dim view of marketers who admit to ignoring the ad rules.

Why Beauty Bloggers Are More Powerful Than Celebrities | HuffPost UK Beauty vlogger and internet sensation Zoella recently celebrated 11 million subscribers on her YouTube channel. Take a moment to think about that - 11 million people watch her make-up tutorials and beauty hauls several times a week. That’s the equivalent of the entire Belgian population. When you add the 4 million subscribers from her vlogging channel MoreZoella, that’s an impressive 15 million people around the world who are influenced by the UK YouTuber. And Zoella certainly isn’t the only one. Recently brands have started paying attention to these ‘influencers’ and rightly so, as they should be a crucial part of their marketing and communications strategy. But first let’s back up. Enter beauty bloggers. From 2007 onwards, brands really started paying attention to bloggers and influencer marketing was born. So why does it work so well? Likability: Beauty vloggers are chatty and friendly girls. Similarity: Beauty vloggers are just like you and me.

Bursting the Bubble: Influencer Marketing Is Not Authentic I hate to be the one to burst the bubble, but it must be said: influencer marketing is not authentic. Brands and marketers alike continue to bow down (see: throw money) at the altar of influencer marketing and its so-called “authentic” approach, but is it honestly fooling anyone? While there is a definite need for brands to be looking for alternative ways to build positive sentiment and reach consumers in meaningful ways, staged and paid placement doesn’t build trust. Really, influencer marketing has just become the new product placement, staging influencers (from micro-influencers to big-name celebrities) in a scene of them endorsing a brand, product, or service in a way that is meant to be authentic. The trouble is that, while influencer marketing may have been authentic and more human in its beginnings, that is no longer the case. 1. Because of this, influencer content rarely feels natural to consumers’ feeds; it tends to feel more disruptive than anything. 2.

Inside the blogger’s mind: how influencer marketing changed in 2017 A new survey of 586 bloggers and vloggers, examined the current state of influencers: their habits, attitudes, and blogging practices and how each shifted in the last year — from influencers becoming more professional to their ever growing relationship with PR. Every year, blogging keeps gaining in popularity and, for this reason, influencer marketing is an essential tool for brands trying to push their products to consumers who are more and more skeptical of traditional marketing strategies. The research, conducted by Vuelio and Canterbury Christ Church University, provides many valuable insights into how brands can understand and work in more effective ways with influential bloggers. The success and ROI of influencer marketing are often hard to measure, but some studies have found that influencer marketing drives 11 times higher sales than more traditional forms of digital marketing. Professional Blogging is on the Rise Credibility, Above All Blogging’s Changing Landscape

Related: