fashioninflux - Lydia Rose
LECTURE NOTES.
SOCIAL MEDIA & INFLUENCER MARKETING
SOCIAL MEDIA, SCALE & DOMINANCE
Social Media & Gen Z...
- 40% of the population
- Indirect buying power of over 1 Trillion Dollars
- Digital natives; connecting and consuming
- More aware, conscious and critical (on things that are seen online)
OVERALL
- It's become essential to our daily lives
- It's allowed us to make better connections and collaborations
- It allows for better buying decisions
- It allows for inspiration
BUT, IT ALSO ALLOWS FOR
- a smarter audience, seeing what's 'real' and 'isn't real' - retouching images/airbrush, not just appearance, about lifestyle now
- a more critical outlook, and opens doors for 'toxic' self-comparisons
- the fear of missing out and staying 'connected'.
ADVERTISING & SOCIAL MEDIA.
Brands are...
- creating appropriate, authentic content which connects with the target consumers
- compete against each other in a growing and crowded market
- becoming aware of their consumers need and desires
Brand use Social Media to...
- establish a cross-platform presence
- create shareable content (us sharing what we like on stories, what influencers share)
- gather feedback/insights
- build 'loyal' customer bases (offers, exclusive content)
- build brand credibility (makeup reviews, how many influencers are engaging with it)
- direct sell point (can now buy through Instagram)
Why use Instagram for Brand Advertising?
- video content is 8x more engaged with than photos
- 90% of Instagram users are younger than 35
- 32% of teens consider Instagram as the most important SM network
- instant access to 'Insights'
- links to in-store sales, promotions and events
IM (INFLUENCER MARKETING)
Targets key industry leaders to drive brand message and awareness to a specific market of consumers via Social Media Platforms.
- Influencers and now 'content creators'
- strategy, not a tactic
- Increasing eye on guidelines, disclosure and legalities
pros of micro-influencers: (500k - 1M)
- higher engagements rates
-lower costs
loyal following
cons of micro-influencers:
- lower reach
-less brand lift
-more work
FASHION & INFLUENCERS
- sponsored content
- brand collaborations
- press events and trips
- reviews and blog post
- 'brand ambassadorships'
- 'gifted' content
- in-store events/meet & greets.
Why brands choose influencer marketing...
- 70% of millennials are influenced by their peers when buying.
- 30% of consumers will buy a product recommended by a non-celebrity influencer
- 70% of teen YouTube subscribers relate more to content creators than celebrities
- 81% of consumers purchase items they've seen on social media
HOW brands measure salses from Influencer Marketing...
- affiliate link
- promo codes
- impressions & engagement
- SEO ( search engine optimisation - search terms)
- website/blog 'clicks'
ETHICAL ISSUES
- monitoring transparency, opinions and honesty
- monitoring advertising and enforcing guidelines
- avoiding controversy (cultural appropriation)
- avoiding a negative brand image and emotional advertising
(pyramid scheme BBC documentary)
FASHION IN FLUX (LYDIA)
-Blogger/influencer
- blogging about 7-8 years
- mainly through video content
- the main platform is Instagram
English Language Degree at Uni of Leeds
- started blogging in uni with LookBook.nu
EARLY DAYS
fashion, beauty
Full time since May 2018
- fashion content with a mix of image and video
- posing content through Instagram and YouTube
- management helps (Glem)
- launched collab with In the style
management
- looking out for you
- someone with more knowledge and
- help to ensure everything's legit
18/19
- building long term relationship with brands which she likes and enjoys
- started working with interior
pros
- freebies, trips
- it can work well lifestyle-wise, hours are flexible and you're your own boss
- getting to work with your favourite brands
- money (some influencer wouldn't do what they do if they weren't paid highly for it )
cons
- lots of pressure - to get good results for brands, stay on shape
- if insights are low, managers will always be able to access it
- perks aren't always what they seem
- constantly be online and available for brands
- self-employment issues, no sick pay
- industry guidelines are unclear (over declare or not declaring enough)
- justification as a job (negative connotation)
- negativity? (hate)
develop video content - styling now is become the norm
hard to create something new through Instagram.
SUMMARY
When talking to Lydia it was interesting to hear about the perspective of an influencer/blogger, as this new field of industry only became popular in the last decade, and only in recent years has it become profitable. Theres a saying that say 'you only post what you want others to see' and I believe that is relevant when it comes to influencers and bloggers as their content is often shared and posted to attract a certain audience.
It was interesting to hear the perspective of an Influencer, she expressed the difficulties of tolls and negativity as that comes with being in this industry.
We got to hear first hand how she came to be in this industry through blogging first and slowing becoming recognised. We spoke about where she wanted to go from here, creating her own home range and collaborating with i saw it first, the fashion brand.
SOCIAL MEDIA & INFLUENCER MARKETING
SOCIAL MEDIA, SCALE & DOMINANCE
Social Media & Gen Z...
- 40% of the population
- Indirect buying power of over 1 Trillion Dollars
- Digital natives; connecting and consuming
- More aware, conscious and critical (on things that are seen online)
OVERALL
- It's become essential to our daily lives
- It's allowed us to make better connections and collaborations
- It allows for better buying decisions
- It allows for inspiration
BUT, IT ALSO ALLOWS FOR
- a smarter audience, seeing what's 'real' and 'isn't real' - retouching images/airbrush, not just appearance, about lifestyle now
- a more critical outlook, and opens doors for 'toxic' self-comparisons
- the fear of missing out and staying 'connected'.
ADVERTISING & SOCIAL MEDIA.
Brands are...
- creating appropriate, authentic content which connects with the target consumers
- compete against each other in a growing and crowded market
- becoming aware of their consumers need and desires
Brand use Social Media to...
- establish a cross-platform presence
- create shareable content (us sharing what we like on stories, what influencers share)
- gather feedback/insights
- build 'loyal' customer bases (offers, exclusive content)
- build brand credibility (makeup reviews, how many influencers are engaging with it)
- direct sell point (can now buy through Instagram)
Why use Instagram for Brand Advertising?
- video content is 8x more engaged with than photos
- 90% of Instagram users are younger than 35
- 32% of teens consider Instagram as the most important SM network
- instant access to 'Insights'
- links to in-store sales, promotions and events
IM (INFLUENCER MARKETING)
Targets key industry leaders to drive brand message and awareness to a specific market of consumers via Social Media Platforms.
- Influencers and now 'content creators'
- strategy, not a tactic
- Increasing eye on guidelines, disclosure and legalities
pros of micro-influencers: (500k - 1M)
- higher engagements rates
-lower costs
loyal following
cons of micro-influencers:
- lower reach
-less brand lift
-more work
FASHION & INFLUENCERS
- sponsored content
- brand collaborations
- press events and trips
- reviews and blog post
- 'brand ambassadorships'
- 'gifted' content
- in-store events/meet & greets.
Why brands choose influencer marketing...
- 70% of millennials are influenced by their peers when buying.
- 30% of consumers will buy a product recommended by a non-celebrity influencer
- 70% of teen YouTube subscribers relate more to content creators than celebrities
- 81% of consumers purchase items they've seen on social media
HOW brands measure salses from Influencer Marketing...
- affiliate link
- promo codes
- impressions & engagement
- SEO ( search engine optimisation - search terms)
- website/blog 'clicks'
ETHICAL ISSUES
- monitoring transparency, opinions and honesty
- monitoring advertising and enforcing guidelines
- avoiding controversy (cultural appropriation)
- avoiding a negative brand image and emotional advertising
(pyramid scheme BBC documentary)
FASHION IN FLUX (LYDIA)
-Blogger/influencer
- blogging about 7-8 years
- mainly through video content
- the main platform is Instagram
English Language Degree at Uni of Leeds
- started blogging in uni with LookBook.nu
EARLY DAYS
fashion, beauty
Full time since May 2018
- fashion content with a mix of image and video
- posing content through Instagram and YouTube
- management helps (Glem)
- launched collab with In the style
management
- looking out for you
- someone with more knowledge and
- help to ensure everything's legit
18/19
- building long term relationship with brands which she likes and enjoys
- started working with interior
pros
- freebies, trips
- it can work well lifestyle-wise, hours are flexible and you're your own boss
- getting to work with your favourite brands
- money (some influencer wouldn't do what they do if they weren't paid highly for it )
cons
- lots of pressure - to get good results for brands, stay on shape
- if insights are low, managers will always be able to access it
- perks aren't always what they seem
- constantly be online and available for brands
- self-employment issues, no sick pay
- industry guidelines are unclear (over declare or not declaring enough)
- justification as a job (negative connotation)
- negativity? (hate)
develop video content - styling now is become the norm
hard to create something new through Instagram.
SUMMARY
When talking to Lydia it was interesting to hear about the perspective of an influencer/blogger, as this new field of industry only became popular in the last decade, and only in recent years has it become profitable. Theres a saying that say 'you only post what you want others to see' and I believe that is relevant when it comes to influencers and bloggers as their content is often shared and posted to attract a certain audience.
It was interesting to hear the perspective of an Influencer, she expressed the difficulties of tolls and negativity as that comes with being in this industry.
We got to hear first hand how she came to be in this industry through blogging first and slowing becoming recognised. We spoke about where she wanted to go from here, creating her own home range and collaborating with i saw it first, the fashion brand.
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