By: Chelsea Scott
Founder, The Beauty Spy, Inc.™
In today’s world, information is being delivered at an unprecedented rate, and our attention span is not what it used to be! In fact, a recent study showed that the average attention span is down from 12 seconds in the year 2000, to eight seconds today.
It is crucial that every second of your presentation counts. Your audience has thousands of videos filling their social media feeds, and they need to be “wowed” in the first 10 seconds to keep them engaged. This short attention span is not reserved just for social media platforms, it also holds true for “face-to-face” communication.
InstaNatural has been a major player in the beauty segment on Amazon in the last few years and has since expanded to a range of other e-tailers including Walmart.com, Jet.com and iHerb.com.
“We’ve taken insight around how consumers shop online to quickly expand the brand’s e-commerce footprint with a focus on top e-commerce platforms. Because content is critical to winning in the market with our online retailers, we’ve quickly boosted internal capabilities including a new studio, as well as acquiring e-commerce marketing talent that allows us to tell our brand’s story within these new channels. In addition, we’ve designed merchandising and promotional strategies to win over shoppers throughout her online purchase journey. InstaNatural’s expansion has allowed the brand to build an omnichannel presence with a data-driven mindset.,” says InstaNatural.
AUTHOR: Kim Huynh, Tribe Dynamics Research & Reporting
If you’ve made it this far, congratulations! You’re well on your way to becoming a savvy influencer marketer. To review the steps we’ve covered so far, let’s walk through what a successful brand/influencer relationship might look like. In this case, we’ll be looking at the collaboration between Tarte and content creator Nicol Concilio.
Step 3: Empowering Influencers as Co-Creators
By Alex Rawitz
In our last post, we described how brands reward their most prolific influencers with personalized experiences, engendering loyalty that helps build a strong brand family. Having a dependable squad of influencers who produce a steady stream of content is a major milestone, and plenty of brands are content to operate at this level. But after the trips to exotic locales are over and the lavish boxes of products are sent, a question remains: how can brands engage both influencers and their audiences on an even deeper level, driving a spirit of genuine personal investment? The answer lies in our next step, as brands work together with influencers to develop new products, a process that greatly accelerates their personal and professional development.
Step 2: Influencer as Valued Member of the Brand’s Family
By Grace Chao
Last month, we discussed how to embrace influencers who are already talking about your brand: Check out their content, listen to their needs, and send them product accordingly. Let influencers know that your brand cares about what they think. But after you’ve reached out to an influencer once, what next? How can you ensure that they will continue using your products, and keep talking about your brand with their followers?
At Tribe Dynamics, we measure the Earned Media Value (EMV) of social media content created by influencers in the Beauty, Fashion, and Lifestyle spaces. EMV is our prescribed metric that quantifies the estimated value of publicity gained through user engagement of digital earned media. We work with some of the fastest-growing brands in the industry to track and analyze online conversations about these brands and their competitors. Our clients often look at the influencer marketing and prodigious ascension of brands like Anastasia Beverly Hills, NYX, and Tarte, and ask us, “How can I do that? Where do I start?”
By Doreen Bloch
At Poshly, we create engaging and personalized data collection experiences to connect consumers to the products they love. For example, when consumers come to Poshly, they can enter to win products (Pat McGrath’s Phantom 002, anyone?) by answering fun and fast quizzes about their beauty needs and preferences. We then aggregate the data and make it completely anonymous, empowering brands to leverage these insights for decision-making across product development, sales, marketing, media, retail, content and more.
Digital marketing can be overwhelming because of the myriad options one has access to when it comes to promoting a product or service. Furthermore, it can often be paralyzing if you don’t have a background in online marketing or have trusted resources when making a decision. There are so many questions you have! What is SEO and what do I do? How do I get my ads on Google? Should I use Facebook, Twitter, Instagram or Google+…or all of them? How do I post a video to YouTube? How do I manage all these channels?!
Online marketing. Online video. Your website. There’s no longer any doubt that these are crucial elements to a beauty brand’s success. However, there’s plenty of doubt about what to do and how to do it.