How to measure sentiment in Influencer Marketing?

influencer marketing and sentiment analysis

In the past few posts we have highlighted the power of influencer marketing in this new social media age and how you can measure its effectiveness. When negotiating with agencies specialised in social, you’ll undoubtedly hear terms such as reach, engagement or sentiment analysis – all three holy grails to qualm nerves and measure branding success (if you’re unfamiliar with these, check out our post below!).

The latter, sentiment analysis, is a buzzword that has taken the online marketing scene by storm. Here we break it down for you by explaining what is meant by sentiment analysis, why it’s important, how it can be measured, and how we at Socially Powerful use it to inform our campaigns.

What is sentiment analysis?

Social media platforms have drastically changed the relationship between producer and consumer. The top-down one-way channel of communication common to traditional media has been torn down by UGC, opening up dynamic spaces for consumers to collectively and individually voice their opinions on brands. This, in turn, has made it far easier to understand how your target audience feel about your product and/or your marketing strategy, whether that be through the like/dislike ratio, influencer story polls or (and this is the most fruitful) the comment section. While engagement is a useful metric to gauge a post’s relative popularity or the amount of interest it peaked, sentiment analysis allows you to further refine and optimise your content strategies to effectively maximise ROI.

So why doesn’t everyone carry out sentiment analysis?

They do. Sentiment analysis is featured as a metric on many social media insight tools used by agencies – hence its buzz on the marketing scene. However, often these metrics are used without fully understanding how they work. Some rely on the like/dislike ratio mentioned above. Other more specialised analyses will examine the language used in the comment section, and here is where the problems arise.

Sentiment and opinions are highly subjective and open to interpretation. As such, the grammatical and syntactical conventions used to express positive or negative emotions are hard to generalise with precision.  To circumvent this, some tools such as LIWC use sentiment lexica, i.e. list of words organised by their bipolar semantic orientation (positive/negative). However, this offers only a crude interpretation of language, which ignores the intensity of a certain sentiment or the contextuality in which words are used – a feature particularly crucial as words often have multiple meanings. Even tools that incorporate valence scores for intensity (e.g. VADER) ignore the lexical features native and ubiquitous in UGC like acronyms, emojis and slang.

Other more recent attempts at sentiment analysis (e.g. Naïve Bayers classifier, Support Vector Machines, etc.) have made use of growing expertise in machine learning and natural language processing to learn and identify sentiment-relevant features of text. However, the issue with such tools and UGC is that they require large sets of validated training data which represents as many of the lexical features as possible. Such data sets of UGC are hard to acquire due to the spare and short nature of text on social media.

How then does Socially Powerful analyse sentiment?

Here at Socially Powerful we understand why sentiment analysis is hard and we, therefore, like to do everything in-house to ensure the highest degree of quality and certainty for our clients. We carry out our own comprehensive sentiment analysis, integrating easily identifiable metrics such as like/dislikes and influencer polls, validated sentiment analysis tools and analyses of multiple samples in comment sections, carried out by different expert analysts. This way ensures we cover the drawbacks of each method. It also means we can be more creative and offer a more fine-grained bespoke analysis for each piece of content.

Why is this important?

Thinking back to last year’s Pepsi-Kendall Jenner advert provides a perfect example of the importance of sentiment analysis. Viewing it on the basis of engagement, the advert was a huge success. However, as everyone knows by now, it drew widespread criticism from around the globe for its insensitive and farcical content.

influencer marketing and pepsico

In influencer marketing, for example, an influencer may post to Instagram holding the product in hand so that it gains exposure to their followers. Any of the sentiment analysis tools mentioned above will then analyse the language in the comment section to get a rough picture of how it has been received. However, going the extra step allows us to fully understand whether the positive or negative sentiment recorded is actually directed towards the product or just other features of the post (i.e. outifts, quality of photo, background, etc.) – if the latter is the case then it is classified as neutral. In other words, it allows us to fully understand the context in which views are expressed, because ultimately it is that context that shapes our opinions.

Is Influencer Marketing successful?!

How do you measure the ROI and effectiveness of your Influencer Marketing campaign?!

how to measure the roi in influencer marketing.jpg

It’s safe to say that Influencer Marketing has found its place within the marketing mix, it’s not going anywhere soon and has become a powerful tool for brands in today’s age of social media. Many of the most iconic brands in recent times have come to the fore with an all-in approach to Influencer Marketing, e.g. Gymshark, which is now one of the fastest growing businesses globally.

However, with anything new making its way in the world, there are questions and scepticism around it, especially if you’re doing it wrong. So, how do you measure the effectiveness and the ROI of Influencer Marketing, what metrics should you be looking at? Today, we will answer your question and show you all!

Firstly, when any brand is looking to commit to spending even $1 in any form of marketing, we need to look at the goals of the campaign and the potential returns. We always ask our clients three key questions - What are you trying to achieve? Who are you trying to target? And, what are your campaign objectives? We reverse engineer from the agreed outcome to make informed decisions about which influencers and platforms best capture the target audience’s attention to develop long-lasting engagement and business impact.

Now, let’s talk about the goals and how you can measure them.

Brand awareness

Many will see brand awareness as a given with any marketing activity, let alone influencer marketing. However, to be seen and wanted by your target audience is one of the main goals of brands. Even if you’re working with just one micro-influencer with a few thousand followers, you’ll want to know how many eyeballs have seen your brand or been exposed to your brand. The metrics to look at here, cover total reach and impressions. How many times a post has appeared on people’s timelines and how many unique impressions there was.

Engagement

Engagement goes one step further than brand awareness, here we look at the audience that how they have actively engaged (link clicks, left a like, a comment, dislike, shares, followed your brand etc) on the content for the particular campaign. To look at the effectiveness of the engagement, you need to look at the influencers previous engagement rate and how the campaign compares. Higher engagement rate (likes, comments, shares, link clicks etc) indicates the audience enjoyed the content and appreciated the campaign. The next logical step would be to work with the influencer(s) again to continue building your relationship with them and their audience.

Lower engagement rate (low likes, high dislikes, low views etc) will indicate that there was something wrong with the campaign. Perhaps the wrong influencer was selected, the content was poorly put together or there wasn’t a particularly good audience fit.

Sentiment

Whether you’re trying to shift perception, provoke a reaction or test the waters, influencer marketing is a great way to understand audience’s sentiment towards your brand, products or campaign. There are numerous ways to look at the sentiment, either through comments in videos or pictures (what people are saying positive, negative, neutral?), the like to dislike ratio, amount of web traffic or another way is through polls on influencers stories on Instagram for example.

If you’re a watch brand and you have a dilemma about which colour watch to produce, you could simply run a poll on a few influencers stories that hit your target audience demographics, you’ll see results almost instantly. Through analysing the sentiment you’ll be able to see which social platforms react best to certain pieces of content, enabling you as a brand to prioritise your marketing spend towards those platforms.

Sales

Everyone wants to sell more, let’s face it, when you market your brand or service, the hope is that the audience will buy or use it. Influencer Marketing is a great way to increase sales or conversions and there are many ways to track the success. However, before beginning the campaign understand your sales figures for a few months previous and benchmark against these figures. Are you selling more with or without the chosen influencers?

If you’re a beauty brand, partnering with influencers to increase sales of a product, you can track sales through tracking links and discount codes, unique to each influencer you’re working with. By ensuring each link and code is unique, not only can you see day to day analysis and whether certain offers work best on certain days, but you can figure out influencer conversions. Which influencers are performing best and converting more of their audience to sales vs ones that aren’t performing well and have very little actual influence over their audience.

If you’re a mobile gaming company and your goal is to increase downloads using influencers, you can then track this through clicks on trackable links and then downloads of the game. Through this data, you can see the conversion metrics as before and you’ll be able to prioritise your top performing influencers for further marketing.

Influencer marketing is an incredibly powerful marketing tool if you have a concrete strategy in place (please see our previous blog for tips on this) and you know what you’re looking to achieve or measure. The above metrics will allow you to put together an Influencer Marketing campaign with confidence and understand the true power of the campaign performance.

 

I feel brands understand the importance of choosing good influencers!

We caught up today with Luke Williams a fashion and lifestyle influencer from the U.K. Luke had some awesome things to say about Influencer Marketing and where he sees the industry going in the coming years.

influencer marketing blog news

Could you tell us a little bit about your background and how you started to build a following?

I always wanted to focus on my health, nearly two years ago I set about aiming for a six pack and posting my progress along the way, motivating myself and helping my followers achieve their gym goals too, that’s what kick-started my following! Originally, I used Instagram for my photography and selfies really didn’t come into it- then that changed, selfies became a daily occurrence & I posted more about my life (fashion/gym/adventures) & then people seemed more interested in my profile!

Is this something you do full-time?

I own a business and I work for another company full time, 5 days a week, influencing is something I do in my spare time- the dream would be to do it full time, I love working with brands and creating fun, interesting content that creates interest, I’d class it as a hobby at the moment!

What sort of content do you create and what content works best with your audience?

I focus on health & beauty more often, taking pictures of the results & the products I use. My audience prefers to see me using the products rather than flat lays, so I try and incorporate a carousel image that encompasses both types of photography that appeal to my followers & a wider audience.

What would you define Influencer Marketing as?

Influencer Marketing is a way for people to interact with the people they follow, they can see what they do day to day, in their posts and stories, if those people admire and enjoy the content they follow, they will more than likely want to eat, drink, wear and do the same things as the person they follow, so it’s the perfect way for brands to interact with audiences at a granular level, you are the influence & as long as you are true to yourself and remain honest to your followers then your winning!

What brands have you worked with so far? How was it?

I’ve worked with Slendertone, San Miguel, Harry’s, Next Gen U, Absolute Collagen, Active Iron, Tincture London, Maille, Goodwin Smith & Harvey James watches to name a few, its been really exciting & I’ve been lucky that the brands really like me to use my own ‘tone of voice’, instead of telling me what to do every step of the way, this approach has allowed me to be more creative & it makes the whole process  so much fun!

How do you think Influencer Marketing will evolve over the next 12 months?

Its just going to get bigger and bigger- we no longer look up to billboards and adverts on massive boards in the cities, we scroll through facebook and look at social media for influence- we’re looking at our phones more than ever, so whilst we enjoy social media and being one click away from the people we admire, influencer marketing will just keep on thriving!

How has the Influencer world evolved since you began?

Its changed a lot, I didn’t really know it existed or noticed influencers promote through social media, its been a steady growth, but businesses have obviously seen the power in its success, which is why it seems to have catapulted to the current important marketing platform is currently is!

How do you feel brands are working with Influencers?

I feel brands understand the importance of choosing good influencers, they will understand the influencers they choose by looking at their social feeds initially, so they are already happy with the content & content style prior to working, I think it’s a more hands-on creative approach, allowing the brands to get exactly what they want & in turn allowing the influencers to translate that to their followers in an interesting & eye-catching way!

Have you seen any brands that you feel are doing great work with Influencers?

I think @gentlemenschuckaboo do very well, they give out beautiful products and choose really relevant influencers to talk about their brand- they create a great relationship with their influencers, which makes you want to create great content for them! @absolutecollagen are amazing and will really look after you, it’s a lovely way of working to achieve the same end goal which is success, whether it more sales or whether you become a more sought-after influencer, its beneficial to both the brand and the influencer to reap the success of a good partnership.

Do you use any software to help create content?

I’ve always used Snapseed, a photo editing app, it’s the easiest app to crop, centre, adjust and filter your photo’s, I couldn’t be without it!

How do you balance your online life with offline?

I don’t want to be on my phone constantly, so I do try to come offline as much as possible, but part of the role is to keep everyone updated with an insight of your day to day, taking a quick picture or updating a story is so second nature, it doesn’t even feel intrusive anymore, online life and offline life have merged somehow over the years.

Which influencers inspire you and look up to?

I think the @blogger_boyfriend has a beautiful feed, his pictures are stunning- I’d love to travel to some of the beautiful places he gets to experience

If you could work with any brand, who would that be?

I love fashion, so a dream would be to work with a luxury fashion brand, even if was to model Louis Vuitton socks, I’d do it!

Tell us something about you that people might not know? 

That my actual name is Luke, Stanley Dru was created from my childhood, a mixture of a town I lived in, in the Falkland Islands (Port Stanley) and the street I grew up on (Drury Street)

 What’s your favourite social platform and why?

My favourite has to be Instagram, it's so easy to use and simple to connect. Saying hello to someone thousands of miles away has never been easier and its allowed to connect to some wonderful brands and people who I wouldn’t normally get the chance to meet- Instagram has helped me work in Influencer Marketing, so for that, I’m forever grateful!

Where do you want to take your career as an Influencer?

I would love to work with huge brands and even work more in travel if I was paid to travel and enjoy some of the most gorgeous hotels out there in the most fascinating countries, I’d be on cloud nine!

How are brands working with influencers - The Slimming Foodie

Today we caught up with Pip Vincent, AKA the Slimming Foodie,  the Winner of 'Best Food Blog' at the MAD blog awards 2016 and Finalist in Food category at Brilliance in Blogging Awards 2017, We wanted to understand how Pip started out, her views on the industry of Influencer Marketing and what the future holds for her as a blogger / influencer! 

 
the slimming foodie influencer blog

Could you tell us a little bit about your background and how you started to build a following?

After my 2nd daughter was born, I joined Slimming World because I wanted to lose my baby weight. I was trying to find a Facebook page with good recipes that were Slimming World friendly, but I couldn’t find one so I set up my own and started just sharing what I was cooking every night- just a picture of the meal and how I’d made it. After I’d been doing it for a couple of months I thought there had been a glitch on Facebook as my followers started going up really quickly- about 1000 a day! The popularity of the page kept on so I decided to start the blog, to share all of the recipes and make them easily searchable. It grew from there- I knew absolutely nothing about blogging or social media before I started but I’ve absolutely loved learning about how it all works and developing my channels- it’s such an exciting industry because it’s so new, and there aren’t any rules- the world’s your oyster!

 Is this something you do full-time?

 Yes, I do it full-time now, although I fit it around my daughters so I work during school days, and don’t have much time in the holidays!

What sort of content do you create and what content works best with your audience?

 I’ve always been passionate about good food. I focus on making great tasting recipes that are accessible to the average person- not difficult to source or stupidly expensive ingredients, and not complex to cook. There’s a focus on being healthy, cutting down fat or sugar where possible, and trying to include healthy ingredients, but in a realistic way- meals that you could eat every day for the rest of your life- no fad diets or trends that don’t work in the long-term. Some of my most popular recipes are for meals that might be typically unhealthy if you bought them in a takeaway or as a ready meal (eg. chicken tikka masala, or chicken chow mein) but my recipes are both easy to cook at home, and also healthy! My audience loves a fakeaway, but also a new idea- for example replacing the pastry part of quiche with a sweet potato crust.

What would you define Influencer Marketing as?

A brand collaborating with an influencer in order to create a marketing message that will appeal to that influencer’s engaged audience.

What brands have you worked with so far? How was it? 

I’ve only worked with brands who value what I have to offer (and are willing to pay for it!) and therefore I have had really brilliant experiences so far! some of the brands I have worked with are: Tefal, Frylight, Iceland, Nandos, Sonos, Lee Kum Kee, Naked Noodle, Alaskan Seafood, The Mushroom Council, Maryland Cookies, Pink'n'Whites, The Saucy Fish Company and lots more!

How do you think Influencer Marketing will evolve over the next 12 months?

I think that it will continue to burgeon, that newer influencers will become more savvy about disclosure, and I hope that brands will continue to get on board with, and see the power of influencer marketing.

How has the Influencer world evolved since you began?

I think the market has become a lot more flooded, but I also think that many brands have stopped trying to get influencers to market for them for free, and realised the value in paying proper rates for the influencer’s expertise and audience.

How do you feel brands are working with Influencers?

All the brands I have worked with have been fantastic, they are open to suggestions and trust that I know my own audience. Unfortunately there are still many brands who think influencers should be a free resource for their marketing activities, or PRs who have not discerned the difference between a blogger (who will expect to be paid for their time and access to their audience), and a journalist who is typically on a salary from their publication so does not need to be paid for exposure.

Have you seen any brands that you feel are doing great work with Influencers? 

Iceland works brilliantly with influencers, I think their strategy has been very clever.

How do you balance your online life with offline?

It’s not easy, as it’s not something that has set hours, and there is so much involved with running a blog and social media channels- plus many campaigns are quite last minute! I try to stay away from my phone once the girls are home from school and concentrate on them! It’s definitely a juggling act, and hard to switch off! I always try and respond to potential clients quickly so I’m always contactable by email.

Which influencers inspire you and look up to?

One of my favourite influencers is Hayley from Sparkles and Stretchmarks (http://www.sparklesandstretchmarks.com/) - she really writes from the heart and tackles taboo subjects. She also writes brilliant posts for other bloggers about working with brands, and shares lots of info about how she makes a full-time income from blogging. I’ve also become more and more interested in photography and creating beautiful looking content and so I love to follow influencers who have beautiful Instagram feeds such as Twigg Studios (https://www.instagram.com/twiggstudios/?hl=en).

If you could work with any brand, who would that be?

I’d love to work with Waitrose, and Cath Kidston!

Tell us something about you that people might not know?

I live in a converted Victorian psychiatric hospital! 

What’s your favourite social platform and why?

At the moment it’s Instagram, I love creating attractive images, and I love the genuine interaction on there. I really enjoy using stories, and again, for brands I think it’s where the best organic engagement lies. I used to love Facebook, but the newest algorithm has really strangled my organic reach and I’m finding it frustrating!

Where do you want to take your career as an Influencer?

I want to be able to keep this as my full-time job, and stay on the cutting edge in terms of content and strategy- ultimately I would love to have a cookbook too!

 

" Brands will continue to focus on more granular performance metrics of influencers" - Zhanel Bektemissova

 Today, we caught up with Zhanel Bektemissova an influencer who began their journey back in 2009, when she moved to London. Zhanel fell in love with the city and fascinated with capturing her life as well as spending time with her new born son. Check out what Zhanel had to say about her career and the outlook for Influencer Marketing in the future.

the biggest mummy influencer in the world.jpg

Could you tell us a little bit about your background and how you started to build a following?

I moved to London, UK in 2009 with my husband and my (at the time) 1-month old son. I was inspired by the beauty of that city and started capturing the images of my life there and shared them with my close friends on Instagram. As a stay-at-home Mom, I had time on my hands to cook a lot and to go out and share those moments with my followers. This is how my journey as an Instagram blogger started.

What sort of content do you create and what content works best with your audience?

My daily life in Berlin, my children, food (both cooked at home and when we go out), our travels, and family.

What would you define Influencer Marketing as?

To me it is a form of marketing where in order to persuade target group of customers/consumers the focus is placed on an individual (or group of individuals) who has a lot of influence on that group of people.  

What brands have you worked with so far? How was it?

To-date, I was focusing primarily on building up my following. As a result, I have not had experience of working with recognized brands yet.

How do you think Influencer Marketing will evolve over the next 12 months?

Brands will continue to focus on more granular performance metrics of influencers they choose to work with. Following and reach alone are no longer enough. Increasingly, emphasis will be made on relevance, impact and engagement. Brands have access to increasingly sophisticated tools to measure those performance criteria.

How has the Influencer world evolved since you began?

Leverage of influencers on their audiences has grown exponentially. This is not a marketing fad anymore but real-life phenomena. Although competition has grown dramatically, someone with the relatively modest following (100-200k followers) but with a very focused audience, can have an outsized influence on a particular customer niche. As with any industry, influencers are now having to specialize.  

How do you feel brands are working with Influencers?

They collaborate to create quality content that is relevant to a brand’s audience and that is designed to grow that brand’s recognition with that audience.

Have you seen any brands that you feel are doing great work with Influencers?

Levis, Desegnio, Calvin Klein, and Daniel Wellington  

How do you balance your online life with offline?

There is no balance because I love what I do. I create content as I ingest life.

Which influencers inspire you and look up to?

@rianne.meijer (Rianne Meijer) @paulienriemis (Paulien Riemis)

If you could work with any brand, who would that be?

Ralph Lauren, Levis, Asos, Zara Kids, H&M, Tommy Hilfiger

What’s your favourite social platform and why?

Instagram – easy and intuitive to use, immediate and quality feedback from my users, it is a great platform to obtain useful information

YouTube – Ability to post long quality videos, flexibility, and great tools. Having grown my following on Instagram, my next goal is to multiply my following on YouTube

Where do you want to take your career as an Influencer?

 I want to grow my Instagram following to 1mm in the next 1-1.5 years. I want to involve my children in influencer marketing and have brands approach us as a family. I also want to grow my impact in a more long-form content on YouTube. My long-term goal is for my content to make an impact across national and cultural borders.

"More awareness about the potential of Influencer Marketing inside marketing teams."

Today we caught up with Giuseppe Giorlando an Instagram influencer who has been growing and nurturing his following over the last two years. We spoke to him about the current state of Influencer Marketing and where he sees the industry evolving over the coming months + years! Don't forget to follow him here : www.instagram.com/giuseppe.giorl

Giuseppe Giorlando

 

Could you tell us a little bit about your background and how you started to build a following?

 I am a university student based in Amsterdam and working for Heineken International. I am 24 years old and I come from Palermo, Italy. I am attending my last year of Master’s Degree in International Business and Marketing 

Is this something you do full-time?

No I am still a student and I am doing a full-time Internship, so I work as an influencer in my free-time

What sort of content do you create and what content works best for your audience? 

I think mostly lifestyle and Fashion, But I also work very well with food and tech.

What would you define Influencer Marketing as?

 A new branch of Marketing which allows brands to reach a very target audience through popular and normal people on Social Media, reducing cost and adding a personal touch to the contents

How do you think Influencer Marketing will evolve over the next 12 months?

I Think influencer marketing will grow over time and companies will allocate always more resources, from little companies to well-known.

How has the Influencer world evolved since you began?

I Started 2 years ago and nowadays I realized that there is much more awareness about the potential of Influencer Marketing inside marketing teams.

How do you feel brands are working with Influencers?

 I think brands are in the right track to make the most of Influencers.

Have you seen any brands that you feel are doing great work with Influencers?

I am a fan of Daniel Wellington since is one pioneer of best practices in Influencer Marketing. I think also different brands as Netflix, Badoo are doing very well.

Do you use any software to help create content?

I use some post-edit softwares such as Snapseed, Lightroom, Instagram story editing software. But mainly I like keep natural in my content

How do you balance your online life with offline?

I have great time management skills I can combine perfectly during my day studies, Working, Social life, and Online projects

Which influencers inspire you and look up to?

As big one I would say Chiara Ferragni, but I also get inspired from minor local Influencers and blogs

What’s your favourite social platform and why?

Instagram, because is based in pics and it is adding over time very innovative features. Also you can reach all contents that you are looking for in a really simply way

Where do you want to take your career as an Influencer?

I consider more an Hobby than a career but I am open for all the opportunities

 

 

"Influencer Marketing is an amazing working opportunity for many people" - Giacomo Garuti

Could you tell us a little bit about your background and how you started to build a following? 

Sure; I am just a computer-engineering student, who loves to travel with his girlfriend ( mainly ) but also with the whole family and friends. A year ago I started receiving some questions about my trips; for instance, I posted a pic of Dutch typical crepes, and some of my followers asked me details about that food, such where I bought it and in particular how it was. That moment I was understanding that I could’ve been somehow influent on my followers.

Therefore I started sharing many pics per month, almost one per day, in order to be followed always more and get always more likes; slowly I noticed that my whole audience was improving. In order to improve the number of my followers, I also contacted some very followed friends of mine, in order to shot some pics together to appear in their socials. This way I did, and my audience kept improving.

Is this something you do full-time?

No, definitely it is not, even if I use a lot of time on it. As I said I am a student, and I plan to be a successful computer engineer, yet I take pics for passions, and I travel almost every weekend, so I have many opportunities to take pics and to improve my audience ( just think that tomorrow I’ll visit Mantua, an Italian historical city ).

What sort of content do you create and what content works best for your audience? 

I mainly take pics while travelling, of historical cities, amazing seas and lakes, mountains and so on.

Yet, attending computer engineering, I am followed by my whole university ( basically ), therefore I could share also contents about technology, because my audience would love that.

What would you define Influencer Marketing as? 

In my personal opinion, Influencer Marketing is an amazing working opportunity for many people, since we gain by doing what we like. On the other side, a brand may get a huge publicity by paying a less amount of my money. I also think, brands also get better publicities, because influencers are directly noticed by their audience, while with an advertising agency they would waste many money of spots that don’t reach who sees them, but also a minimum amount of users.

What brands have you worked with so far? How was it?

Until now, I have worked with:

-       Shake Medical Center: a medical center on Bologna, that helps the obese people on losing weight by changing their lifestyle in general;

-       HERA: an Italian agency that sells energy and water, and take out the rubbish from people’s houses;

-       Tissot: a big brand of swatches, that produces precious and expensive articles;

-       I have also worked with other brands by liking them, reviewing and commenting them, in order to get them noticed by my followers.

For the moment, I can say that my experience is great; the cooperation with brands is amazing, since they have recognised my potentialities and they have talked with me professionally.

In particular, I am proud of the work with the medical center, since I am sure that it could be very useful for many obese guys; I am proud if I think that someone could have changed his life just by noticing that clinic from a post on my profile.

Moreover I am happy of the cooperation with Tissot, because it is an amazing brand, famous worldwide and known by the majority of the people; I am proud of having some Tissot swatches on my profile.

How do you think Influencer Marketing will evolve over the next 12 months? 

I personally think that it will increase its users, from brands to influencers, because it is the easiest and more efficient way for brands to get publicity; moreover it is the best way for gaining something by sharing what you love.

How has the Influencer world evolved since you began?

I began a few months ago, and I cannot really find relevant differences since my beginning; anyway I am noticing that there are many guys trying out with the social influencing, even if they do not have a specific profile ( I mean focused on a topic ) or a decent amount of followers.

How do you feel brands are working with Influencers?

Brands that are working with influencers are doing the best things they could do to get publicity; this is because influencers are directly noticed by their audience, everyday and the whole day, and they are not wasting their money over spot that will be seen by a little amount of people.

In my opinion, influencers are the best way of sharing a brand nowadays.

Have you seen any brands that you feel are doing great work with Influencers?

Talking about my personal experience, I have noticed that Tissot contacted many influencers, and most of them had the right audience to get a very good publicity.

Surely there are a lot of brands which are doing a great job with influencers ( indeed who works with Chiara Ferragni and Fedez, for example, is going to have a huge visibility ), but I do not notice them since I mostly follow travellers and friends.

Do you use any software to help create content?

 No, I take pics with my cellphone and I am going to buy a professional reflex in a few weeks.

How do you balance your online life with offline?

My offline life is much more interesting than my online life; I travel every week with my girlfriend: we visit by car or train many places, probably the best in Italy. I could not imagine a better life now.

The only “bored” point is the university, but it is essential since I am building my future and I need that to reach the most important steps of my life.

Which influencers inspire you and look up to?

I do not follow so much influencers because, as I said, I mostly follow travellers in general and friends of mine.

If you could work with any brand, who would that be?

I would definitely love to work with travel agencies, such as Airbnb, booking.com, lastminute.com and so on, just because they represent my passions, and get the attention of my audience on them would be great.

A dream as well would be to work with technology brands, like Samsung and Huawei, and in general with the Android world; laptop and desktop computers are a passions as well, since I am a coder. My favourite PC-brands are HP, Asus and Apple, even if I am a big Microsoft supporter.

To be honest I would never regret a working opportunity, I always check if it could be interesting for my audience and for me, even if it does not represent my normal action field.

Tell us something about you that people might not know? 

Probably many of my followers do not know that I am a great coder, I have coded many software that are used by many people.

They also do not know that I am deeply in love with my girlfriend, we are together since years and actually I have spent almost more time with her than alone in my life, even if I am only twenty years old; she is also my favourite trip-mate, that’s why when a brand analyse my profile, it says that my lifestyle field is very high and important for my audience. 

What’s your favourite social platform and why?

My favourite social platform is Instagram because, as I said, I love taking pics and sharing them with my audience. Nevertheless, I have also worked with Facebook.

Where do you want to take your career as an Influencer?

I would like to keep improving my audience, and to work with important brands; I dream to have paid travels and to get parts of my ( next ) camera for free, just as a working salary.

Vera Casagrande - "it’s much more than “just being active on social media”

Today we had some time to catch up with Influencer, Vera Casagrande, a fashion and travel influencer based in New York. We talked about all things Influencer Marketing and got her view on how the industry will evolve over the coming months and years! Enjoy!

 
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Could you tell us a little bit about your background and how you started to build a following?

I've devoted my last 10 years to the fashion industry as a commercial model and actress. My ever-evolving fashion and film career extends from working with iconic brands such as Nicole Miller and Zac Posen to appearing in HBO's Vinyl. My following came totally from the non-blogger route- I built it sharing daily snapshots, outfit ideas, beauty favs and NYC city life.

Is this something you do full-time?

This is definitely my full-time work, however, it’s much more than “just being active on social media”. It’s a lifestyle profession that fits into my myriad of different jobs (Modeling / Acting / Consulting on Social Media + Content Creation)

They all kind of work in unison. I really love the variety of people I get to work with, the types of work I get to do and how I fit into the equation.

What sort of content do you create and what content works best with your audience?

I love sharing things that I find useful/ beautiful/ impressive. As an all around girly-girl that typically falls under Lifestyle, Fashion (Beauty)  and Travel!

What would you define Influencer Marketing as?

“Influencers” are individuals that have an active online presence or serve as key industry leaders. Influencer Marketing from a Brand’s perspective should be harnessing the power of these brand evangelists. These are the people that are online zealously advocating their audiences why they should give their time to a product or brand. Influencer Marketing is a key component to helping customers discover, use or purchase products.

How do you think Influencer Marketing will evolve over the next 12 months?

I think it’s a moving target, however,  it’s fun to see the industry growing! I think it will evolve by new brands jumping on board and hopefully seeing less resistance to Influencer Marketing being only “just a phase”.

How has the Influencer world evolved since you began?

I didn’t come from blogging and I still don’t have a traditional “blog” online. The evolution of the industry has opened up to people like me who are using Instagram only to show their work. Brands or people can now look at my portfolio/ website/ feed/captions and credentials to see what I’m all about and if they feel that I’m a good fit to partner with.

How do you feel brands are working with Influencers?

Some Brands are on it. I’ve seen brands blow up putting all of their marketing dollars into online campaigns and working with niche influencers to grow brand awareness and really seeing success. I have also seen brands that “don’t get it” and really miss the mark with younger demographics.

Have you seen any brands that you feel are doing great work with Influencers?

@Daniel Wellington

@NYXcosmetics

Enough said.

Do you use any software to help create content?

I love Adobe Lightroom on my phone to edit photos. UNUM for organization and curation!

How do you balance your online life with offline?

I’m not a “phone addict” and I put away the phone away to really “tune in” to dinner or conversations when I’m with people. It’s more about consciousness than balance.

Which influencers inspire you and look up to?

I’m really impressed by @tezzamb - she has great style.

If you could work with any brand, who would that be?

I’m pretty excited about my (@welovecoco) CHANEL beauty box arrival. High Fashion Brands are always dreamy because they put so much into the little details. Let’s say a Chloe for good measure. :)

Tell us something about you that people might not know?

I’m fluent in Finnish! So Random. I was born in Helsinki and we immigrated to the States when I was young. You wouldn’t guess as my writing online is all in English and that my last name is…. er…. not Finnish.

What’s your favourite social platform and why?

Instagram! It’s so versatile to tell your brand story - via videos, posts, stories or I’ve seen people use the entire feed as pieces of one photo. It’s really whatever you want to make it. I think that’s great for creative people.

Where do you want to take your career as an Influencer?

To the moon! ;)

I believe in this very young industry and I’m hoping to stay apart of it for the future.

I’m hoping that my feeds and portfolio will allow me to continue connecting with incredible brands and this amazing social media community!

"As a marketing tool, Influencer Marketing is a great platform to advertise"

Today, we caught up with Yogita Agarwal, an Influencer based in India, who has been growing her following for a number of years. Yogita now blogs full-time, mainly about fashion and she creates looks that her followers are interested in. We spoke to Yogita about her career as an influencer, the brands she's been working with and what the outlook for the future of Influencer Marketing. E

Don't forget to follow her on Instagram here!

 
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Could you tell us a little bit about your background and how you started to build a following?

I am just a normal girl who had to take it from the scratch. I started with no following at all and no family background in blogging. It was tough in the beginning to build followers , to create content my followers would like but gradually it all started to fall in place. I started to build followers slowly and steadily. 

I was an admin for a shout-out page and when I used to look at the shout outs it kind of hit me that I too can start working in this field. There were many bloggers who asked for shout outs and that's when I came to know about blogging in general. 

Is this something you do full-time?

Yes, as of now blogging is something I so full time as it really asks for long hours of work. We hardly have time for anything once we get into this line. The shoots take up a lot of time and then there is a lot of editing. It takes a lot to stand where we are standing right now. 

What sort of content do you create and what content works best with your audience?

I am a fashion blogger. I recreate fashion looks which is quite liked by my followers. Small things that help me connect better with my audience also are a great help. 

What would you define Influencer Marketing as?

It's a vast field for anyone these day. With the growing market the influences have a great chance to excel in whatever expect they want to. As a marketing tool it's a great platform to advertise . In the beginning I didn't know I would get to earn money but gradually I started to make some amount out of it. It's not huge but I am sure soon it will be good enough. 

What brands have you worked with so far? 

So far I have worked with Myntra, All about you by Deepika Padokone, Speedo,  Daniel Wellington,  Namzish, Oppo, Cutie,  Dr. Tvacha, Rajkumari Fashions, Unlimited Store,  Global desi, Stalk buy love and so many more to count. 

How do you think Influencer Marketing will evolve over the next 12 months?

In the coming 12 months the influencer market is going to evolve at a rapid fast speed. More and more people are becoming aware. Due to social media the market is going upscale every moment. People are beginning to learn it's importance. 

How has the Influencer world evolved since you began?

When I stared the influencer market wasn't that huge but slowly the market has turned out to be growing very fast all thanks to the social media. It's a nice scale To help earn followers . It's a great marketing platform to advertise for brands. 

How do you feel brands are working with Influencers?

There are so many influencers in the market that it has become difficult for them to know who is genuinely working hard and who is earning followers by some other means. 

Though the brands are doing a great job by targeting more and more influencers and giving more people a chance. 

Have you seen any brands that you feel are doing great work with Influencers?

Yes,  there are so many brands that are doing a great work with influencer. Both benefit each other in some way or the other. These collaborations help both the brand and the influencer. 

People become more interested in purchasing the stuff that we wear and it helps the brand increase their sales. 

Do you use any software to help create content?

Yes,  there are many softwares that help me in creating content. 

Not all pictures can be uploaded without editing and no video can be uploaded without proper clip editing. 

How do you balance your online life with offline?

To be honest it's quite a task. Once you become famous it becomes really difficult to manage the two. Your personal life no longer remains personal and the people become interested in knowing you better.

For that you have to share many details online which you might not want to. Blogging leaves us with no time and it's really hard to have a personal life. People get attracted to your profile when you share personal knowledge with them. Honestly it takes a lot be a blogger. 

Which influencers inspire you and look up to?

There is no doubt in this one. The influencer that inspires me the most is Santoshi Shetty.

If you could work with any brand, who would that be?

Surely Nike and Addidas and so many more brands as such. 

Tell us something about you that people might not know?

The life of a blogger is like an open book. We have nothing to hide from the audience. One thing that people don't know about me as a person is that I don't like putting on makeup but our job profile we need to put it on and there is no other feeling than getting off makeup after you are done with a shoot. I am also a crazy, fun loving,  person. 

What’s your favourite social platform and why?

My favourite  platform is instagram as it gives more opportunities Tu us bloggers. It helps us build more audience. 

Where do you want to take your career as an Influencer?

In the the near future I want myself to have a bright future in blogging as well as I want to try my hand at acting. These two things are something I want in life and as an influencer I want myself to be a well known blogger. 

I hope I will be able to manage the two simultaneously.

Samantha Russell - Instagram Influencer Blog

Today we caught up with Samantha Russell, an Influencer from the USA who's now living in London. Samantha's predominantly on Instagram and began creating content when she first moved to London two years ago and is known for her distinct and colourful style! Check out what she had to say about growing her following and the Influencer Marketing industry below!

 
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Tell us about you, your background and how you came to start on social media?

My start on Instagram was somewhat an accident! When I moved to London 2 years ago I didn’t know anyone in the city and was curious to learn more about my surroundings. I started following London geotags and hashtags on Instagram as a way to learn about cool spots around London, and eventually, I went to visit them and snap my own photos. Before I knew it, my account had grown and evolved into what it is today.

Tell us about what you do on your social channels? 

My Instagram account focuses on fun photography, vibrant colors, travel and style! I have a full-time corporate job in London, but my Instagram page focuses on my passions in my personal life.

Sum up your what you do in 5 words?

Travel in style and colour!

What social channel are you most passionate about and why?

Instagram is where you can find me! I like connecting with people and seeing how they turn ideas into photos. It’s a new form of art and I enjoy getting creative with it!

How often do you post and update your audience? What content works best for you?

I post about 4-5 times a week. I don’t want to inundate my audience with too many posts, but I also want to continuously provide interesting, bold, and new content. It seems vibrant posts of me in interesting locations are the most liked!

When did you first start seeing you were building a following? How quickly have you grown your following?

When I first moved to London, I was using Instagram as a general user, and only had 500 followers! When I started spending more time in the app and experimenting with my own photos and editing skills, I quickly saw a response. I’ve grown to over 60k followers in just under 2 years.

How do you stand out on social media? What makes you different?

I try to keep Instagram fun and am not pressured to be like everyone else. So many fashion/travel influencers have beautiful photos, but many of them seem the same to me (the same Lightroom filters, the same pose, the same comments...) I am not afraid to take risks and be BOLD in my photography, which is what I think makes me stand out! When people see a colourful, fun, stylish photo, I want them to automatically associate it with me and my personality ☺

What does your typical day look like?

I’m a working girl! But I still make time for my followers. On my commute into the office I usually respond to comments from the previous day, and interact with other users on the platform. I’ll also take 30 min or so during lunch, and then again when I leave the office. On the weekends I am exploring new places and taking more awesome photos!

Are you friends with other influencers?

Yes! Instagram has been a great way to connect with other influencers and make new friends in a new city! It’s also a great way to learn from others and be exposed to other view points and ideas.

Which influencers do you admire? Why?

@Dashleyworldtour – A fun travel couple I met while travelling! We’ve stayed in touch and I love their creative approach to photography.

@Leahshoup – She seems to connect well with her followers and is very active!

@this.is.the.milk – Beautiful photography and captions that make me laugh out loud! She’s passionate about Spain and travel and you can easily see that from her IG and her blog.

@theblondiewanderer – An Argentine abroad who takes stunning photos! She connects well with her followers and has really developed a micro community.

What are your ambitions with social media? Where do you want to take it?

I hope to cross 100k+ and be able to reach more people! I want to inspire people to be happy in whatever lifestyle they choose, and that travel doesn’t have to be out of reach. I’m all about happy vibes and just hope I can bring a smile to people’s faces on a regular basis ☺

What do you enjoy most about social media?

Connecting with people! That is the ultimate goal of social media, isn’t it? Staying connected no matter where you are in the world.

How do you think brands are working with influencers at the moment?

I think brands have realized that in order to capture the attention of people nowadays, they need to get on your phone! That’s why so many brands have turned to influencer marketing and why I think it’s working so well. I think this trend will only continue to grow.

What brands have you worked with? 

Daniel Wellington

Ace Hotel New Orleans

Sunnylife

Bubbleology

Pure Boats Amsterdam

Travelling to Portugal

Tiare Hawaii

BallieBallerson

Do you use any tools to help you with your content? 

The photoshop apps are my best friend! Lightroom and Photoshop Fix are two of my favourites, along with Snapseed.

What’s the piece of content you’ve created you’re most proud of? Why? 

https://www.instagram.com/p/Bc5B3RbHFhI/

I believe this photo perfectly embodies ME – fun, stylish, colourful and HAPPY! That’s the feeling I hope to instil in my followers with every post.

What do you see as the future for Influencer Marketing? How will it evolve?

I think brands will greatly increase their influencer marketing campaigns. That also means that the competition among influencers will become harder and will force influencers to stay on top of their content.

Where can people follow you? 

Please follow me on Instagram @thecolorsofsam! >> https://www.instagram.com/thecolorsofsam/

 

#DELETE FACEBOOK - WHO WILL YOU BLAME?!

 

Micro-Targeting vs Manipulation; the line between these marketing strategies is thin. Surely Facebook should know the difference?

Businesses can legally buy consented to data from Facebook, giving them an insight into demographics, which’ll then allow them to market themselves in the relevant spaces. Cambridge Analytica accessed data that was collected on 270,000 users via a personality quiz in 2014 by a Cambridge University professor. From there, they managed to harvest the information of 50 million people. The company was later hired for target advertising by the Trump campaign. This is the same political consultancy who were recently exposed for saying: “It’s no good fighting an election campaign on the facts because actually, it’s all about the emotions.”

Facebook found out about this, and requested that the data be terminated; we are not aware of any significant consequence that was acted on by Facebook for Cambridge Analytica’s behaviour.

Mark Zuckerberg released a statement following the leak of this news and days of silence. In a Facebook status, he wrote, "In 2014, to prevent abusive apps, we announced that we were changing the entire platform to dramatically limit the data apps could access." The data was accessed by the quiz creator in 2013, Facebook only learned of Cambridge Analytica's possession of it in 2015.

Facebook has a history of making users feel uneasy with its privacy settings or lack thereof. This theme started with them creating a complicated account deletion process way back in 2009, and has continued throughout their timeline with the platform still being able to track your movements across the web whether you’re logged in or not through their automatic access to your cookies.

Now we use Facebook too and would like to think that they are blameless, we would like to say that the actions of Cambridge Analytica.. are entirely on the company. That a bad company managed to craftily take advantage of a well-run system.

But Facebook has had nearly a decade of backlash and controversy regarding the safety of its users. And while companies such as Cambridge Analytica operate in sly ways, we struggle to believe that Facebook couldn’t have put stricter policies in place to protect its platform and the people who make it what it is.

A lot of us have been using the platform for nearly 10 years; to maintain relationships as long-term as this one takes trust, transparency and in this case, the feeling of control that users felt they had. ‘Had’ being the operative word, as Facebook’s value has dropped by about $50 million since Tuesday, a total of 7% and their biggest downfall in 4 years. Even WhatsApp co-founder joined the #deletefacebook Twitter Trend. What're you predicting for the platform moving forward?

 

Lucy and Lentils - "I love the Instagram community - you meet, so many like-minded people"

Today, we caught up with Influencer and blogger, Lucy and Lentils. Lucy's background and how she started, was all down to the food she was eating and not being excited by what she saw on the plate. She felt unhealthy, sluggish and lathargic, she knew she had to make a change. We explored her background in detail and found out her ambitions for the future!

 
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Tell us about you, your background and how you came to start on social media?

I started my Instagram channel @lucy_and_lentils whilst studying Interior Architecture at university. I initially started it, in the hope to become more inspired in the kitchen and eat a better-rounded diet.

Tell us about what you do on your social channels? 

My social channels and blog are all recipe creations that I have concocted in my kitchen after work or at weekends. I try to inspire people to be more confident in the kitchen and show that delicious meals don’t always require excellent culinary skills.

I have a degree in Interior Architecture, however, have focused my work on creating content for an interior design company.

Sum up your what you do in 5 words?

Create tasty, plant-based food!

What social channel are you most passionate about and why?

I love the Instagram community because you ‘meet’ so many like-minded people with a love for good food. From starting my channel I frequently meet with other foodies across the country which is always fun – picture man vs. food kind of vibe with Instagram too.

How often do you post and update your audience? What content works best for you?

I try to post each day on Instagram, Twitter and Facebook to show different recipe ideas. I find my lunch box posts always get a great reaction as people love inspiration to spice up your lunch box.

When did you first start seeing you were building a following? How quickly have you grown your following?

It has been a fairly steady process. Between studying at university, having a full-time job as an interior designer and then a content creator, I have always used my social media channels as a hobby and a creative outlet.

I remember when the Instagram algorithm worked in our favour and jumped 10,000 followers in one week!

How do you stand out on social media? What makes you different?

It’s so hard to stand out on social media due to trends being followed by so many other people. Something I aim to do, is have a very real and honest approach to cooking. Instead of preaching about superfoods and getting a little carried away with certain diet types, I try to keep a very real and honest review about my day / food. I think social media can make certain people feel alienated or alone, whereas I try to show the very normal side to my life as well as the cool projects I get to work on.

What does your typical day look like?

I usually bike to work to start at 7.30am so I can get home, run to the gym then spend the evening creating new recipes, sharing content or carrying out freelance work for companies. It’s a very hectic schedule but it’s fun!

Are you friends with other influencers?

Yes, I have met up with foodies frequently in London which is always lovely, such as @rebelrecipes, @shisodelicious @bettinas_kitchen @HoneyandRoots, and @foodbymaria.

I have also got a lovely group of blogger and influencer friends based around Nottingham (my current home) which is always fun to have a catch-up and see what everyone is producing from all walks of life.

Which influencers do you admire? Why? 

There are many influencers that I admire for many different reasons, whether that is because of their charitable work, raising awareness for plastic free options, or creating absolutely amazing content. People like Gaz Oakley from @avantgardevegan are always inspiring to see such a business-driven approach to their social media channels.

What are your ambitions with social media? Where do you want to take it?

I would love to have my own café somewhere, potentially a cookbook and eventually work somewhere like Waitrose Magazine, recipe creating and photographing. It was looking at the Waitrose food magazines that inspired me to try and better my photography skills so it would be a beautiful circle to eventually find my career there.

What do you enjoy most about social media?

Engaging with people and seeing people recreate my recipes. It is the most humbling experience to receive a photo of someone trying one of my creations and to hear how easy it was to make.

What do you think of using social media for good-cause? 

I think it’s really important to use the tool to promote local business and charities. I always try and take at least one post a week to discuss an issue that matters to me – such as reducing plastic waste and leaving tips on how to do so.

How do you think brands are working with influencers at the moment?

I have been very lucky in the projects I have worked on, mainly due to the ability to be creative and in style with my ethos and message I try to shout about.  If I am promoting a specific product, I try to incorporate it into a recipe that people would want to recreate, making sure I’m not simply placing a random product throughout my feed.

If I’m working with a brand, it is really important that the content has relevance to my audience and doesn’t stand out like a sore thumb as a rather obvious product placement, which let’s face it, never has the desired effect.

I for one am a little fed up of seeing very beautiful people standing with some kind of diet tablet and demanding you go out and buy a lifetime supply to help you look like them, (I say with tongue and cheek of course) but the main message is people are tired of seeing shameless ads that have no real relevance to your usual content.

What brands have you worked with? 

I have been lucky to work with a range of fantastic companies and brands. I have been lucky to work with a range of fantastic companies and brands. The most exciting one was definitely Waitrose #ChristmasTogether campaign, as I used to flick through their magazines and recipe cards looking for inspiration, so to be asked to create something for them was so humbling.

I have worked with Tesco, MonBento, Organic UK, Heinz, Nuttvia, The Last Straw Campaign, Flora, Mornflake, and Love Raw to name a few – all lovely projects.

 

Tesco Projects: http://lucyandlentils.co.uk/tag/tesco/

 

Nuttvia Chocolate Banana Bread http://lucyandlentils.co.uk/banana-and-chocolate-marble-bread/

 

Heinz Lazy Weekday Recipe Video: http://bit.ly/2m0MHno

 

Waitrose Project: http://www.waitrose.com/content/waitrose/en/home/recipes/recipe_directory/l/lucy-and-lentilswinterspicedbutternutsquashtart.html

 

MonBento Project: https://www.instagram.com/p/BeTl5KZD5Kr/?taken-by=lucy_and_lentils
 

Do you use any tools to help you with your content? 

I have recently found apps that help you see what your page will look like before posting. You can also draft what you want to say – which is always helpful when you’ve realised you haven’t posted any content for the day and are desperately trying to think of something profound to say!

There are loads of free apps for this such as UNUM which is great.

As for editing, I am a very lazy Instagrammer, as I use the app to edit most of my content. A favourite with food bloggers is definitely LightRoom due to the vast array of presets you can create to help your page feel established and from the same palette of tones.

What’s the piece of content you’ve created you’re most proud of? Why? 

The most exciting one was definitely Waitrose #ChristmasTogether campaign, as I used to flick through their magazines and recipe cards looking for inspiration, so to be asked to create something for them was so humbling. I created a spiced butternut tart topped with pomegranate jewels, brussels sprouts leaves and pistachios.

Where can people follow you? 

Instagram: @lucy_and_lentils

Twitter: @LucyandLentils

Facebook: @LucyandLentils

Youtube: https://www.youtube.com/channel/UCgFYGFtHW9alyzItE0Qa3mQ

Website: www.lucyandlentils.co.uk

Dual Citizens - "Our typical day isn’t like most social media influencers"

We caught up with two Korean sisters, Annie and Esther, who are Instagram influencers who have an awesome story to tell. They both have full-time jobs and started their Instagram journey as a bit of fun after University, check out their full story below!

 
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Tell us about you, your background and how you came to start on social media?

We’re two sisters of Korean descent, born in Florida, grew up in Toronto, and now residing in Calgary. Now there’s an intro for ya! We came to start on social media from loving trends, fashion, and having a little bit of the “what do I do after I graduate?!” panic.

Tell us about what you do on your social channels?

We’re mainly in the fashion industry with a side of travel and food. We create content about what we love and define us. We try to have a mix of content, by posting aesthetic photos on Instagram and showing our dorky personalities on stories.

Sum up your what you do in 5 words?

We take low angles a lot.

What social channel are you most passionate about and why?

INSTAGRAM. All day. Everyday. (It’s also our only social channel)

How often do you post and update your audience? What content works best for you?

We tend to post a few times a week but try to update our audience every day. We love love love Insta stories - it’s our playground for all our shenanigans.

When did you first start seeing you were building a following? How quickly have you grown your following?

We started noticing the follower build-up from the get-go. We remember being so excited hitting the first 100 followers because we knew it wasn’t just family members and friends following us. Once we hit 10K, we knew “hey, this could actually go somewhere” and now we’re almost at 100K! We grew our following quite quickly - it’s been less than 2 years since we started the gram and it’s been a rollercoaster ever since.

How do you stand out on social media? What makes you different?

We’re sisters slash best friends. That in itself stands out from most accounts. The more the merrier, right?

What does your typical day look like?

Our typical day isn’t like most social media influencers. We work 9-5 jobs (well 8-5) during the week, so the day consists of commuting, working, and planning out our Insta posts and stories. Weekends are where we cram in all the photoshoots and stories. It’s a hard knock life yo.

Are you friends with other influencers?

Of course! One of the reasons we love this platform is how we’ve connected with other girls who are influencers. We give each other social media advice and complain about the ever-changing Instagram algorithm; things that non-influencers might not understand.

What are your ambitions with social media? Where do you want to take it?

To call this our full-time jobs. Done. Next question por favor. Haha moreover, we want to be able to post more, have more live videos, and show more travelling posts by travelling more! We want more more more of everything!

What do you enjoy most about social media?

We love the freedom of social media. Especially since we both work office jobs, there’s the undeniable comparison of office work to social media work. We love being able to use our creativity with Instagram, however, and how much we want. There’s also the freedom in deciding your own work hours and being outside of the office, let alone the cubicle. We get to literally think outside the box bahaha.

What do you think of using social media for good-cause? 

We love it! That’s actually one of our “Insta goals”. To be able to travel outside the country for a month every year and dedicate our time for a charitable cause.

How do you think brands are working with influencers at the moment?

We think brands are working with influencers in any and every way you can think of. From more traditional ad campaigns to the newer approaches with Insta posts/stories, YouTube vlogs, you name it. There’s an ever-growing platform of new ways to advertise and we see brands are boarding on every train.

What brands have you worked with? 

We’ve worked with many of the greats - Dyson, Conair, Coach, and Neutrogena to name a few. If you’re a brand and you see this, please contact us, we’re available.

Where can people follow you? 

Instagram @dualcitizens

And stay tuned for our upcoming blog!

Lexi Mendiola - using social for empowerment!

Today, we caught up with Lexi Mendiola, a 24 year old Instagrammer and Model from the USA. Lexi hit the headlines last year when she showcased her stretch marks and went viral. She gained huge notoriety and acclaim from global audiences.

 
Lexi Mendiola influencer blog
 

Tell us about you, your background and how you came to start on social media?

Hey! I’m Lexi, and I’m a commercial model-slash-content creator from Manila, Philippines. I’ve been focusing more on social media these days, but I can definitely say that posting snippets of my work in modelling is what helped me get started online. People were interested in the behind-the-scenes snippets with a mix of my everyday life.

 Tell us about what you do on your social channels?

These days, I’m all about travelling! I love to be on the beach, so it’s a blessing that I currently live in a tropical country which almost feels like it has a beach or something similar to offer within a 10-mile radius.  I’m planning a few trips this year to colder climates though so we’ll see how that plays out with this tropical girl!

What social channel are you most passionate about and why?

Definitely Instagram. I’m just generally a more visual person, so creativity flows through this channel much easier for me. I’d love to get started on Youtube as well though, but still working up the courage for that! haha

 How often do you post and update your audience? What content works best for you?

 I try to update daily, or at least thrice a week at the very least. For me, definitely, travel/beach shots as I think my followers know that is what really makes me tick. It’s the most natural, I guess!

 How do you stand out on social media? What makes you different?

 I think what made me stand out was my courage to post about my stretch marks one day. I really didn’t see it coming but it was so well received around the world by People, Allure, the Today Show, Refinery29, Womanista, Yahoo!, among others, and my heart couldn’t be more full.

Are you friends with other influencers?

Definitely! I’ve come to know a lot of influencers through events and they’re some of the nicest people I’ve met.

 What are your ambitions with social media? Where do you want to take it?

Definitely to continue using it for empowerment and helping others build self-confidence. It’s just so important to love yourself and the skin you’re in, it’s the only body you’ve got so might as well embrace it 1000%!

 What brands have you worked with? 

I’ve worked with NIKE, McDonald's, L'Oreal, Fujifilm, Pond's, Burt's Bees, Creamsilk, Crocs, San Miguel Beer, Philippine Airlines, Daniel Wellington, among other brands.

What’s the piece of content you’ve created you’re most proud of? Why? 

http://people.com/bodies/lexi-mendiola-tiger-stripes-swimsuit-photo/

Where can people follow you? 

Instagram.com/leximendi

BEING INFLUENTIAL - NEW VLOG SERIES

As a full service social marketing agency, we are very interested in how social media influencers build and run their businesses. We've been seeking out opportunities to spend time with them and get a first hand experience of their everyday lives and understand the logic behind their social media 'empire'.

In today’s episode we meet Lisa Boissel, who runs an "exclusive online members club and ‘one stop shop’ for all Personal and Executive Assistants", called Miss Jones PA. Her business is built on the premise of showing the selected PAs the best places in London. 

First, we meet Lisa and her colleague Dani at newly opened, gorgeous The Ned, where Miss Jones PA is hosting an event for a list of their selected clients. While the PA's are getting pampered Lisa tells us how she came up with the idea with her business and shares her ultimate tip: "Take an idea, but do it better!" 

After a tour around the beautiful Ned, quick encounter with James's doppelgänger and an interesting chat with Lisa and Dani, we all head to Boisdale of Belgravia, for some more traditional settings and some gorgeous food. 

Once we're done with taking embarrassing amount of pictures of our food, we stuff our bellies, with some finest quality crab, haggis, fish and pasta, and get a tour around the enchanting venue. 

Unsure if it's the food or the atmosphere at Boisdale, but after our visit we all get a tad soppy and launch into a hearty chat about how truly caring about what you do and making it personable is what makes the business truly successful. 

Eventually, after a long and eventful day, we part our way with Miss Jones PA team and take away an invaluable lesson: find something you're like and find your way to make it better!

Boom! Socially Powerful is out...

 

Why you can NEVER GIVE UP!

Today we’re in Berlin shooting content with Mariano Di Vaio and TechnoBuffalo, it was a very long day. First up, we had a briefing about the product with the influencers, ensuring they knew what it was all about, understanding the features and the capabilities. Then we were on set at locations all over Berlin, shooting a number of scenes with Mariano and preparing for the unboxing video with TechnoBuffalo late into the night.

As the hours go by, the fatigue starts to hit the team and we thought it would be good to show you guys, our audience that it’s not a 9-5 job, it’s a 24-hour job. You can never switch off and there is always something happening that will take your time or attention. It’s what you’ve got to do, to make the business happen, to keep clients happy and to ensure projects run smoothly.

Be sure to SUBSCRIBE to our YouTube Channel and follow us on other social media platforms :

We're on a mission to vlog and share our journey to becoming one of the biggest marketing agencies in the world. We show everything, the good, the bad and the ugly...because WHY NOT?! We show what it's really like behind the scenes in running a business and the hard work that goes into making it happen.

We are a full service social marketing agency, that focuses on attention on social media. Where are people spending their time? Why? What's the most effective way to communicate with them? We help brands answer these questions. 

We operate on a global scale, if you want to get in touch please email. tellmemore@sociallypowerful.com

www.sociallypowerfulmedia.com

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MAKING IT HAPPEN IN BERLIN

We’re off to Berlin, Germany to work with one of our clients for an upcoming product launch with two global influencers. Fashion influencer Mariano Di Vaio and technology influencer TechnoBuffalo are in attendance with our team of Cyrille, Majid and Ben. 

It’s an exciting, but very stressful time for all involved to ensure the campaign runs smoothly. Today is the first of four days, with the team travelling out to Berlin and meeting with Mariano and TechnoBuffalo, to brief them on the campaign, the timings and the expectations.

You’ll be getting access to see what we get up to on the ground, in the midst of all the action and get to know more of the people involved in Socially Powerful. We hope you enjoy the vlogs and don’t forget to LIKE, COMMENT AND SUBSCRIBE! It all helps.

Be sure to SUBSCRIBE to our YouTube Channel and follow us on other social media platforms :

We're on a mission to vlog and share our journey to becoming one of the biggest marketing agencies in the world. We show everything, the good, the bad and the ugly...because WHY NOT?! We show what it's really like behind the scenes in running a business and the hard work that goes into making it happen.

We are a full service social marketing agency, that focuses on attention on social media. Where are people spending their time? Why? What's the most effective way to communicate with them? We help brands answer these questions. 

We operate on a global scale, if you want to get in touch please email. tellmemore@sociallypowerful.com

www.sociallypowerfulmedia.com