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Reaching a specific demographic has always been key for precise and effective marketing. As more social channels and content influencers launch and become popular, this task becomes easier to accomplish more accurately. Instagram has over 300 million active users, with an average of 70 million photos uploaded every day. This is a massive amount of content, but Instgram users are consuming it around the clock and generating over 2.5 billion likes daily (Instagram Statistics). Millennials make up 51% of the users on Instagram, making it the most millennial heavy social platform right now (digiday). This makes Instagram marketing key for reaching millennials.
This spring, Converse launched their largest, most expansive and prescient campaign to date, titled, "Made By You." This campaign was created to feature both celebrity and consumer worn converse. The final result is a curated collection of Chuck Taylor All Star portraits from a myriad collection of wearers. In addition to this campaign and exhibit, Converse took to Instagram to utilize Instagram promotion. By pinpointing influencers who double as loyal Converse customers, Converse was able to beget organic, rich content, that also reached a massive audience in the millions beyond their own social breadth (also see our post on influencer marketing).
Since 2004, bloggers have been sharing their favorite topics across the internet with like minded people. Bloggers were the original digital influencer. Though they remain the quintessential online influencer, in some respects top bloggers are quickly being superseded by popular YouTubers, Instagrammers, Viners, and Snapchatters. Some of the best bloggers have transcended the shakeup in the influencer space, while others have evolved and migrated to new social publishing platforms. Incredibly, some of the top fashion bloggers, are among the most followed top Instagram accounts.
Originally, blogging was a hobby and avocation. The most widely recognized bloggers devote themselves full-time to their efforts; however they began their blogging journey part-time until they secured enough sustainable income from their blog to make it their primary endeavor. Now, top bloggers and influencers (like Danielle Bernstein of fashion blog, We Wore What and Emily Schuman of Cupcakes & Cashmere) can command six figure partnership and sponsorship deals.
Read more here to see how bloggers make money:
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Victoria's Secret has picked up an average of 100,000 Instagram followers daily for the first five days of January, increasing from 8.8 million to 9.3 million. Since early November when the 2014 Victoria's Secret models took to social media to announce their participation in the upcoming fashion show, the social world has been abuzz about the show and gorgeous models.
A recent study on brand perception revealed differences from male and female consumers. The most popular conversations were generated by the fashion show, followed by the semi-annual sale. Both genders talked about the amazing bodies of the models. Women tended to share their feelings about the models, while men tended to focus on physical elements of the show and models. Following the week after the show, when the sale started, the topics of women's conversations branched out to the sale and shopping experiences while the topics of men's conversations mostly remained unchanged.
Victoria's Secret has a long withstanding history of igniting excitement and conversation and securing its position as America's favorite lingerie brand. Its annual fashion shows have transformed the way Americans perceive lingerie shopping by elevating the shopping experience into a mainstream cultural phenomenon that is televised in 192 countries worldwide. As such, the brand's strategic move to always select and curate their angels who have massive social presence as leverage to further elevate its brand image and presence within the retail industry.
Is it a coincidence that all of these Victoria's Secret Angels have at least 1 million followers on Instagram? Absolutely not. A simple search of any of the models listed below will produce their Instagram pages as the top search result. The top Victoria's Secret Angels with the greatest number of Instagram followers:
Alexandra Ambrosio 3.5 million
Adriana Lima 4 million
Candice Swanepoel 4.7 million
Doutzen Kroes 2.4 million
Karlie Kloss 1.8 million
Lily Aldridge 1.7 million
Behati Prinsloo 1.6 million
Three of our top fashion bloggers have made it big, onto the cover of the February issue of Lucky magazine. Chiara Ferragni of The Blonde Salad, Zanita Whittington of Zanita Zanita, and Nicole Warne of Gary Pepper Girl, style bloggers who we have become so accustomed to seeing in our Instagram feeds are setting a new precedent in the fashion world. Chiara, Zanita, and Nicole offer fresh, personal, and insightful snapshots and musings of their fashion world on their style blogs and Instagram pages. Amassing hundreds of thousands of loyal fans over the years, these self-made style icons built their own brands that have captured the eyes of major fashion brands as viable and investment-worthy brand ambassadors. Nicole has modeled for Lancôme, Whittington has shot a campaign for Louis Vuitton, and Chiara created her highly successful shoe line. (Read more on picking the right influencers for your brand here.) As of late, editors and celebrities are no longer the only ones invited to the industry's most exclusive events such as fashion shows and award shows. Most recently, Chiara posted a couple selfies at the Golden Globes Party on her Instagram. The cover of any national magazine is what sells that issue which is why that coveted spot has been historically reserved only for household name celebrities, a trend started by Anna Wintour, editor-in-chief of Vogue magazine. "I see the role of Vogue to reflect what’s going on in the culture. The first celebrity that I put on the cover of Vogue was Madonna, and that was considered completely controversial at the time, too. It’s such a long time ago probably no one remembers, but she was a very controversial figure. Now she’s part of the establishment," remarked Anna.
Setting a new precedent for Lucky, Eva Chen, the social media savvy editor-in-chief who has over 320,000 followers on Instagram and almost 100,000 followers on Twitter just upped the ante in social media and influencer marketing. While some fashion insiders and industry experts may have reservations about the longevity of style bloggers, Eva and these bloggers are resetting the fashion landscape, ensuring that blogger influence certainly is not going away anytime soon.
Image source: http://www.luckymag.com/style/2015/01/blogger-cover
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A number of Instagram influencers were in for a rude awakening last week when they noticed a sudden drop in follower counts overnight. The great "Instagram Rapture" or "Instapurge" of 2014 hit some of the biggest influencers and brands. Justin Bieber took the biggest blow of losing 3.5 million followers while user chiragchirag78 and rapper Ma$e deleted their accounts after losing 99% of their followers, over 3 million and 1 million, respectively. Since April 2014, Instagram has been identifying and deactivating spam accounts and accounts that violated its community guidelines. Instagram proceeded to delete those accounts in a continued effort to separate real users from computer-generated spambots. However, more recent studies suggest that bots continue to plague Instagrammers (WSJ).
Working with a social media influencer on a campaign to promote your brand can feel like you're throwing money into a void with no way of knowing your return. However, if you start with a clear set of objectives based on what you plan on gaining from the campaign, you'll find that you can generate success as well as concretely measure ROI. Below are four steps to creating and measuring a successful social media influencer campaign (also see our post on social media influencer marketing).
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Whether you're building an influencer marketing campaign with YouTubers, bloggers, Instagram influencers, or an emerging social channel like Vine ("Viners") or Snapchat ("Snappers"), the first step to getting started is picking the right influencers who are the best match for both your brand and campaign goals. The concept of finding an influencer to drive more traffic and sales to your brand may seem secondary, but in many ways it's tantamount to the success of the campaign (also see our post on 5 questions to ask yourself when choosing an influencer).
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