The many faces of beauty influence

The Beauty sector is probably one of the most dramatically impacted by the surge of social media influencers.

From “Mega-Influencers” such as Zoella and her 43M audience who have become celebrities in their own rights all the way to the thousands of young women who have built a following of a few tens of thousands, we estimate that there are around 25,000 beauty influencers in the US alone.

Despite such a plethora of choice, we were very surprised to see very different brands, targeting very...

By Nicolas Chabot, 14 December 2017, 0 comments. Categories: Social Media Marketing, Video & Audio Marketing.

Emojis don’t drive brand engagement

The use of emojis has added a lot to text communication. We all know that when you receive a disco dancing emoji followed by three wine glasses in response to the question of whether your friend is still on for a few after work drinks, that the night could be about to spiral out of control.

While emojis are great for adding additional meaning onto messages sent to family and friends, they could actually be detrimental to a brands image.

New research by martech company Pure360 shows that many consumers in the...

By Colm Hebblethwaite, 11 December 2017, 0 comments. Categories: Advertising, Social Media Marketing.

The cost of custom web fonts

Consistency matters in marketing. Delivering a seamless experience across all channels helps to reassure customers and reinforce brand values.

So the ability to deliver custom, brand-specific, fonts on websites is hugely valuable. The trouble is that not everyone recognises the cost. Custom fonts make websites slower. And slow websites frustrate visitors.

The impact on the bottom line is measurable and real, with a growing list of case studies showing a link between a website’s speed and KPIs such as

By Alex Painter, 08 December 2017, 0 comments. Categories: Social Media Marketing.

Half of young Britons purchased influencer-promoted products in 2017

Influencer marketing campaigns have proved to be an effective strategy in 2017, with over half of young adults in the UK purchasing an item that has been promoted by an influencer.

New research by affiliate network affilinet polled 2,293 UK adults aged 18-30 on what they thought had most affected their purchasing decisions over the last 12 months. The results show that young consumers are more likely to look to YouTubers, bloggers and other influencers as sources of purchase information.

63% of those surveyed...

By Colm Hebblethwaite, 07 December 2017, 0 comments. Categories: Advertising, Content Marketing, Social Media Marketing.

Half of UK social media users are auditing their old tweets

The last year has seen a string of prominent figures in the UK being taken to task for social media posts they have made in the past.

Musician Stormzy, politician Jared O’Mara and YouTube stars Zoella and jack Maynard have all issued public apologies after old posts were rediscovered and made public again.

According to research conducted by Online Spy Shop, it is not only the rich and influential that will be combing...

By Colm Hebblethwaite, 30 November 2017, 0 comments. Categories: Social Media Marketing.

Using social to measure content strategy success

Social media use has grown by more than 20% year on year, and it’s no secret that it has a true capability of engaging with consumers and influencers, and driving sales.

In 2016, almost half a billion people signed up to a new social media account. That is a lot of opportunities for marketers looking to engage, and a lot of pressure to drive results.

Marketers are increasingly being asked not only to justify their spend, but also prove their worth and...

By Adrian Cockle, 28 November 2017, 0 comments. Categories: Content Marketing, Social Media Marketing.

Snapchat introduces ‘promoted stories’

ASOS and HBO will be the first brands to make use of Snapchat’s new Promoted Story advertising format.

Snapchat ‘stories’ are a format that are used by millions of the social platform’s users to share photos and videos with other users. User stories last for 24 hours and can be viewed any amount of times during that period.

The idea to open this format to brands is an attempt to drive up advertising revenues and help reverse the company’s poor run of financial form....

By Colm Hebblethwaite, 27 November 2017, 0 comments. Categories: Advertising, Social Media Marketing.

Rebuilding confidence in digital advertising: Our survival depends on it

Advertising decisions are not made in a vacuum.

Every dollar and metric is carefully scrutinized by CMO’s to ensure that the company is receiving maximum return on its investment. If campaigns are ineffective, they will be quickly pulled and resources redirected to more lucrative channels. Digital advertisers are beginning to understand this reality.

Not because digital advertising isn’t as, or more effective than traditional means, but because of a phenomenon specific to the digital world: ad...

Millennials, culture and brands: an interview with Amplify’s Krupali Cescau

Millennials – those who have come of age in a period of vast technological change – are a sought-after group among marketers. They are internet savvy, smartphone-wielding and eager to establish themselves as valued workers and prospective property owners.

They are also not a single, uniform entity.

For marketers, who already have a habit of pigeonholing people into conceptually neat categories, the need to acquire as much user data as possible has made understanding what makes young consumers tick...

The average person has 7 social media accounts

It can be easy to lose track of how many social media accounts you have. After all, how many people of a certain age never officially closed down their MySpace account?

According to a new report from GlobalWebIndex, the average person now has 7.6 active social media accounts, with 98% of people having at least one social network account. The tech company polled 89,029 people aged 16-64 across 40 countries.

The average number of social networks raises with young consumers to 8.7 for those aged 16-34, although...

By Colm Hebblethwaite, 17 November 2017, 0 comments. Categories: Social Media Marketing.