Choosing the right influencer

When deciding on an influencer to represent your brand, research is everything. With so many social media influencers to choose from, it’s no wonder why 70% of marketers are having a tough time deciding! 

Before taking the plunge, it’s important ask yourself the right questions.  

1. What’s my budget? 

While the cost differs from influencer to influencer, we generally use the £100 per 10k followers rule. Many influencers, (depending on their size), often provide their services free of charge in return for the products or services they’re promoting. It’s good to keep an open mind when negotiating with influencers, as it’s likely a middle-ground can be achieved. 

Get more bang for your buck by offering incentives through the influencer you partner with. Giveaways, competitions and discounts are all great ways to drive more traffic to your website and increase sales. 

2. Who am I trying to reach? 

As with any marketing campaign, identifying who you want to reach is essential. If you’re considering working with an influencer, ask for their media kit and dive into the demographics. Who are their followers? Where are they located? What are their interests? Are they potential customers? Reaching 100,000 people on Instagram is great, but if they’re not the right 100,000, what’s the point? Make sure your target audience overlaps with theirs.  

3. Does your target audience ENGAGE with the influencer? 

A key indicator of good engagement is an influencer’s engagement rate. This can be calculated by adding up the number of engagements from a single post and dividing it by their number of followers. You then times this number by 100 to get your engagement rate percentage. If the engagement rate is over 3.5% you’re on to a winner! But don’t just look at the numbers, read the comments and see who’s engaging with their content.  

4. Does the influencer reflect your brand’s values? 

Before you answer this question, ask – what are your brand’s values? If your brand was a person, would they be friends with the influencer? Do they have the same interests? Yes metrics are important, but if your values don’t align with theirs, it might be detrimental to your brand’s reputation. On the other hand, if you’re looking to change brand perceptions and reach new customers, it might be worth looking at influencers outside your current audience. 

5. Are they authentic? 

Put yourself in your customer’s shoes. Does their content feel false, staged or too commercial? If so, they’re probably not right for you. In fact, many studies show that consumers trust influencer messages more than brand messages, leading to believe that the more genuine/less commercial the influencer appears, the more influential they’ll be. In any case, when working with an influencer, give them the freedom to post and express themselves naturally. After all, authenticity equals trust, and trust equals brand loyalty. 

For more information on finding the right influencer for your brand get in touch with us today for a free consultation.

Mental health & social media

Whilst social media acts as a source of inspiration, connecting people across the globe, it also has the ability to become potentially harmful to your mental health. Studies show that extensive or ‘misuse’ of social media can lead to anxiety, depression, sleep deprivation and low self-esteem.

Here are our 5 top tips to encourage a positive experience and look after your mental health on social media:

1. Only follow accounts that make you feel good

If you notice that you’re comparing yourself to others or often feel disheartened by posts when scrolling, this could be a sign of unhealthy use. The good news is that you can control exactly what you want to see on your feed by actively monitoring who you follow and interact with. Simply unfollow those accounts that consistently affect your mood, even if it’s temporary. If you don’t wish to unfollow someone at the risk of hurting their feelings, you can instead ‘mute’ them on Instagram, ‘hide’ them on Twitter or ‘unfollow’ them on Facebook.

2. Block out negativity

If you sometimes receive negative comments or encounter bots on your posts, you can easily manage these. Instagram has recently introduced a tool where you can select and block multiple comments at once. To avoid potentially harmful content from others, Twitter has a mute feature to block words, hashtags, phrases and even emojis from appearing on your feed. 

3. Monitor your screen time

The average person spends around 2 hours a day on social media platforms. To avoid unnecessary overuse and ensure that you use your time online more productively, it’s a good idea to become aware of how much time you’re regularly spending on various platforms. With the latest iPhone update, you can easily track this as well as set time limits across platforms to get notified of your usage throughout the day.

4. Don’t believe everything you see

Keep in mind, people don’t just post the best moments of their life, they post the best photos from that particular moment. It’s healthy to remind yourself that not all posts depict reality – you never see anyone posting mundane tasks such as taking the bins out!

5. Be kind on social media

In an online world of bots and trolls, you can benefit from being a positive influence online and by showing kindness and support. Why not reach out to someone who deserves some words of encouragement today, share an inspiring post or introduce your friend to an account you love.

For more ways you can improve your mental health, visit www.mentalhealth.org.uk

Social tips for the leisure industry

As lockdown lifts and the leisure industry ramps up for summer, many UK attractions are preparing to welcome visitors back (hopefully for the last time).  

 In the coming months, competition is likely to heat up as more Brits choose to go on staycations and visit local attractions, creating new opportunities and challenges for places like zoos, theme parks and museums. 

 When can businesses and venues reopen?

Here are a few tips we’ve learned along the way while doing social media marketing for Clip ‘n Climb, the UK’s leaders in fun climbing.

Safety first!

When you communicate your safety measures, you encourage people to pre-book. Use images, videos and reviews to highlight your safety measures and reassure your customers. Your safety measures could act as a competitive advantage in the coming months.

Share your reopening plans with loyal customers

Jump start your business by reengaging with loyal customers via social media, email marketing or your blog. Get your customers excited by sharing your excitement (while keeping safety as the priority).

Keep the momentum going

Reopening day is just the beginning. Incorporate user-generated content into your social strategy to remind people you’re open without being too salesy. Showing happy customers enjoying their visit is a great way to build trust and attract new customers.

Do something special

If you’ve got the budget, why not run a special offer to entice your customers back. Some ideas might be a ‘buy one get one free’ offer, discount code, or free add-on. Everyone loves a freebie!

Run local ads on social media

Get the word out about your reopening by running targeted ads on social media. While organic content is great for driving engagement, paid ads are highly effective at driving sales.  

Need help promoting your reopening? Get in touch with us today for a free consultation. We’d love to help!  

Social trends for 2021

With the new year seeing us into another national lockdown, there’s even more emphasis than ever on social media and the online world. If you’re wondering what this means for your business and where to start, we’ve stared long and hard into our crystal ball… and these are our social media predictions for 2021.We’ve broken them down into 6 trends to focus on:

1. Short-form video

Throughout the first lockdown we saw a massive spike in the popularity of apps like TikTok and is expected to continue in 2021. So, it comes as no surprise that social media video is the most engaging form of content online. Given the quick-fix nature of social media (and our ever-shortening attention spans), short-form video content in particular has become a staple on our feeds.In the past year, big brands such MAC Cosmetics and NBA have boarded the TikTok train to make their brands more accessible and give customers a glimpse behind the scenes. Flash forward and many more are following suit, hot on the heels of the launch of Instagram Reels, with the like of Louis Vuitton and Sephora utilising the short-form video feature to promote its luxury fashion line.Remember, when creating video content for your business that the first 3 seconds is really important to grab people’s attention!

2. Influencers

The industry has grown leaps and bounds in the last few years… whether you love them or you hate them, they’re here to stay! The introduction of new platforms such as Snapchat and TikTok has allowed businesses to target customers in new ways.

6 Influencer Trends:
  1. Micro influencers will rise: Micro influencers are influencers with less than 10,000 followers, and are more trusted by their audiences.
  2. Performance Marketing will rule: gone are the days of going to influencers cap in hand. We can now approach them with specific goals in mind.
  3. We’ll see specialised influencers:  these influencers are more niche, this allows companies to work with people who have their target audience in the palm of their hands.
  4. More real content: consumers want to see more real people that they can relate to instead of unrealistic pictures of people off on their own islands.
  5. Employees and buyers as influencers: people want to see more content from people who work for the companies they want to buy from. They want to know ‘from the horse’s mouth’ what the products are like and what it’s like to work for these companies.
  6. Expect Contracts and long-term relationships: working with micro influencers for less money over a number of months to produce fresh content for your brand.

3. Social Commerce

Research shows that 71% of consumers now turn to social media for shopping inspiration and 55% of online shoppers now make the majority of their purchases through social media channels.Due to the increased demand from social media users, brands such as ASOS, Topshop and Levi’s, have started selling their products through Instagram Shops, Facebook Shops and even Pinterest Catalogues.If you have a product-based business, it may be a good idea to look into social media commerce as this is something we predict will keep growing.

4. Going Live

As we mentioned before, our attention spans are shrinking and we need something shiny flashing in our faces to pay attention (we think we’re turning into magpies!). Live streaming creates active engagement and in the past few years, we’ve seen a dramatic increase in the use of standard video.Live videos have the highest rate of engagement of all types of content. This is because it doesn’t just allow audiences to engage with their favourite people, businesses or brands, but it allows them to interact with them in real time. While this phenomenon was sure to have grown on its own anyway, this year has caused its popularity to snowball. Between the global crises, environmental issues and social movements that have dominated 2020, people are craving attraction now more than ever.

5. Content for Good

Whether it’s content on environmental sustainability or racial equality, a brand that creates content for good can become more memorable for having a defined position, and is also seen as more mission focused (or passionate about doing the right thing) that goes beyond being solely revenue driven. In short, content for good is here to stay. BUT voicing an opinion doesn’t go very far without action to back it. People won’t respond if you’re creating more noise than value. If you’re going to create content for good, make sure it’s meaningful.

6. Self Aware Marketing

Nowadays, we’re well aware that if we go on social media, we’re going to get marketed to – you don’t have to be a marketing expert to know that! In the past few months, brands from McDonalds to Oasis have released a set of ‘self aware’ campaigns – satirical adverts that make fun of other brands, and make fun of the concept of advertising in general. This fits in with our previous points about real content and content for good, social media is becoming more open and honest. Most campaigns hide the fact that they’re trying to hit sales targets, or gain market share. But these campaigns put that fact front and centre ‘please share this post because we’re trying to sell you something’ – people are valuing the honesty.These are our 6 social media predictions for 2021 Thank you for reading our blog post. We hope you found it useful. If you have any questions or would like any help with your social media marketing, please don’t hesitate to get in touch.

Why hire an agency?

To outsource, or not to outsource, that is the question.  

If you’re considering hiring a social media agency for your business, you’ve come to the right place. With 2021 set to be a huge year for social commerce and influencer marketing, now is a great time to start planning your social media strategy. 

1. Time Saving

While it only takes a few seconds to post a photo on Instagram, creating high-quality, sharable content that is optimised for engagement and visibility can take time. Not to mention, recruiting influencers, designing graphics and running ad campaigns. Hiring a social media agency allows you to spend time on what you do best. 

2. Tricks & Tips

Social media marketing has come a long way since the days of randomly boosting posts and now, thanks to social media algorithms, your organic posts are only seen by 5-10of your followers! A social media agency can help you target the right people through both paid ads and organic content, whatever your budget might be. For example, we recently generated £400 worth of bookings from a £30 Facebook ad. Not too shabby!  

3. Dedicated Team 

When you a hire a social media agency, you’re not just getting one person, you’re getting the combined experience and expertise of a whole team! Take us for example, behind each of our clients is a content writer, graphic designer, campaign planner and strategic marketer. Why settle for Captain America, when you can assemble all of the Avengers! 

4. An Objective Approach

Many businesses often fall into the trap of creating content that’s important to them, instead of what’s important to their audience. A good social media agency will look at your business objectively to ensure your content resonates with your audience and delivers results for your business. After all, it’s always good to get a second-opinion. 

5. Access to Tools

Hootsuite, Later, SendibleCanva, InDesign – the list goes on and the cost goes up! By hiring a social media agency, you will benefit from the use of their scheduling, reporting and creative tools – saving you hundreds of pounds each month.  

Thank you for reading our blog post. If you’re looking for help with your social media marketing, feel free to get in touch with us.