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For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter! Instagram & YouTube Influencer Marketing Case Study: PlayStation Marketing Teams Up With Tech & Gaming InfluencersFor the most part, influencer marketing and gaming go hand-in-hand. Leading gaming influencers—whether they’re Twitch streamers, YouTubers, or stars at the top of professional esports—are becoming centerpieces of influence in a booming market. Gaming influencers are trusted by their fans to a strong degree, making them perfect candidates for brand endorsements. This hasn’t gone unnoticed, least of all by brands and marketers looking to tap into that all-important Millennial demographic. You don’t need to look far to find influencers and creators of all disciplines being employed to promote various brands, from mobile games to chocolate to underwear. PlayStation generally has its finger on the pulse when it comes to marketing and is no stranger to influencer marketing. With 18 million followers on its main Instagram and 38,000 followers on its regional Canadian account, it makes perfect sense to leverage the following and garner some positive engagement for the brand. PlayStation Marketing Goes Small To Hit Big With Gaming CommunityWith buzz surrounding the announcement that Sony is currently working on a new gaming console to succeed the PS4, maintaining goodwill within the gaming community will be a major objective in the run-up to any potential launch. PlayStation VR, the company’s flagship virtual reality headset, remains high on the agenda as the company’s most important periphery. This campaign, aimed exclusively at a Canadian audience, leveraged smaller-tiered influencers—often employed by brands because of their propensity to drive higher relative engagement rates—to head up their push. Goals
Approach
Preview Of Influencers
ThemesIn keeping with longtime campaign messages that PlayStation has employed for several years, the themes of this effort reflect an emphasis on gamers and positive gaming experiences with their products:
ResultsCombined Results: 9 posts total Social Reach
Instagram Engagement
YouTube Engagement
Karl Conrad Shows Off Snazzy SystemKarl Conrad, a YouTuber boasting half a million subscribers on the platform, is known for his vlogs demonstrating all kinds of tech—from phones to TVs to laptops. In his highest-performing Instagram post, Conrad shows fans a custom orange PS4 with a VR headset in full view. In the caption, he praises the large catalog of games available to him and asks his 72,000 followers what their favorite VR game is. He incorporates all the associated PlayStation tags, in addition to an #ad tag at the beginning. He garnered 3,490 likes and 117 comments for an impressive engagement rate of 5%. Tyler Stalman Imagines Childlike WonderTyler Stalman, a professional photographer approaching 200,000 followers on YouTube, is a tech vlogger who places an emphasis on reviewing camera gear in addition to hosting his own podcast. In his post, Stalman wonders what his 12-year-old self would have thought of the VR headset in a positive reflection of the tech. He again uses the hashtags consistent with campaign along with a #sponsored tag. Stalman got 2,536 likes and 19 comments from his 53,200 Instagram followers for an engagement rate of 4.8%. The Girly Geek Straps On VR For FansThe Girly Geek, also known as Erin, is a writer and blogger is a nano-influencer with an Instagram following of just under 10,000. She frequently posts about games and gaming culture for her fans. Her post features her trying out the VR with a copy of Skyrim in-hand. Her caption, like the others, is personalized, with her talking about enjoying the experience she’s had playing the game in VR. She is consistent with the campaign hashtags and singles out @PlayStationCA with a ‘thank-you.’ With 354 likes and 17 comments, she accrued an engagement rate of 3.8%. Conrad Shows Subscribers Custom Setup In YouTube VlogTwo of the influencers took the campaigns to their YouTube channels (the other being Justin Tse), with Karl Conrad giving his fans a vlog about his custom PlayStation and his VR setup. He again touted the extensive library and mentioned the sponsorship with PlayStation, linking to the official VR site page. With 500,000 subscribers, his view count for the video of 9,725 is relatively low. It’s worth noting, however, that the total likes and comments on the video was 890, meaning an engagement rate among viewers of the video of 9.2%. In terms of average video views though, he performed well under his normal range of 50,000 views per video. Takeaways
The post Case Study: PlayStation Influencers Plug Into Virtual Reality Headset appeared first on Mediakix | Influencer Marketing Agency. via Mediakix | Influencer Marketing Agency http://mediakix.com/2019/05/playstation-influencer-marketing-case-study-instagram-youtube/ For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter! Instagram Influencer Marketing Case Study: Styled Out Oakley Influencers Ask Followers “What Do You See?”Instagram’s visually robust design has been a boon for athletes looking to show off their talents. From warm-up routines and training sessions, to competition runs and freestyle lines, to podium placements and bittersweet defeats, athletic images and videos have intrigued, informed, and inspired millions on the platform.
Traditionally used as a type of celebrity endorsement, professional athletes have been a popular means for brands to connect with consumers. Porting over the practice from print, radio, and television, athlete influencers on social media have evolved to include a wide range of individuals from different sports’ disciplines and influencer tiers. Oakley Marketing Gazes Into The Future With New PRIZM PushJames Jannard started Oakley in 1975, selling motocross grips out of his car at local events. The company expanded into BMX, eventually launching functional goggles as its first piece of eyewear in 1980. Four years later, Oakley introduced the iconic sunglasses that would simultaneously embolden its action sports roots, as well as put the company on the worldwide stage. Today, prominent athletes from a variety of disciplines can be seen sporting Oakley shades on their Instagram feeds. Ranging from nano-influencers to mega-influencers, Oakley’s own brand ambassadors help to broadcast the company’s products and values to different lifestyle and sporting communities. The Oakley marketing approach also includes an affiliate program that rewards supporters and promoters who generate sales. In a recent marketing campaign around lenses “designed to enhance color and contrast” throughout different environments, Oakley partnered with a variety of athletes to introduce their Instagram followers to the company’s novel PRIZM technology. Goals
Approach
Preview of Influencers
Themes
ResultsSocial Reach
Engagement
MotoGO Rider Sees “New Challenges”One of the greatest motorcycle racers of all time, Spain’s Marc Márquez commands a whopping 4 million followers on Instagram. As the largest and only mega-influencer in the PRIZM campaign, Márquez also achieved the most total likes and comments of any Oakley influencer. Offering a smirk as Márquez looks at his helmet, the seven-time Grand Prix World Champion’s hand and helmet can be seen reflected in his Oakley lenses. His caption notes his eagerness to take on new challenges in his motorcycling career. Márquez’s post received 199,266 likes and 1,006 comments, resulting in an engagement rate of 5.01%. Sprint Cyclist Sees “Opportunity”For his Oakley PRIZM post, Maldivian cyclist Mark Cavendish sprints ahead during his intense cycling route while wearing a pair of PRIZM sunglasses. Addressing over 540,000 followers, the macro-influencer successfully captures his determination to achieve the top spot. With 22,348 likes and 102 comments, Mark achieved an engagement rate of 4.14% with his Oakley PRIZM sponsored post. Water Polo Player Sees “What They Can’t”Alya Nadira is an Indonesian water polo player and micro-influencer with 45,300 followers on Instagram. In her outdoor shot, Nadira’s bright red frames and lenses pop from the screen as she looks back at the camera, while her caption alludes to personal feats and desires unnoticed by others. Nadira’s Oakley PRIZM post garnered 4,725 likes and 83 comments, resulting in an engagement rate of 10.64%. Takeaways
The post Case Study: All Eyes On Oakley Influencers appeared first on Mediakix | Influencer Marketing Agency. via Mediakix | Influencer Marketing Agency http://mediakix.com/2019/05/oakley-influencer-marketing-case-study-instagram/ For the latest authoritative social media and influencer marketing news, trends, and statistics, subscribe to our industry digest newsletter! What Is Influencer Marketing Automation?Influencer marketing automation refers to the use of software or artificial intelligence (AI) to “automate” the manual work behind influencer selection, outreach, communication, campaign optimization, and eventually even the creative strategy behind sponsored influencer content. The promise of influencer marketing automation is to not only make influencer marketing easier but to improve both the performance and scale of influencer promotions. However, influencer marketing has a unique set of challenges when it comes to being fully automated, as the method relies heavily on the human touch. To better understand the implications of influencer marketing automation, we consider other applications of marketing automation. What Is Marketing Automation?Marketing automation involves the use of technology to “automate” various aspects of marketing, including workflows, email sends, social media posts, and programmatic advertising. Automation is what enables marketers to email thousands of people with personalized messages, set up auto-responders and lead nurture campaigns, and schedule social media posts in advance. In order to “automate” a task, marketers input specific parameters, data points, or triggers, which enable the software to interpret and execute a marketing process automatically (without human judgment or action needed). In other words, the human element occurs when the marketer makes these decisions at scale to be later executed automatically without human supervision. A Basic Marketing Automation Example A simple example of marketing automation: when a user fills out a web form to subscribe to an email newsletter. Using a marketing automation platform, a marketer would set up a workflow that prescribes the following logic: if a user submits their email address in a form on the newsletter subscription landing page, then the weekly newsletter will be sent to that user’s email address each week. Marketing Automation In AdvertisingWhen it comes to automation in advertising, data is used to improve click-through and conversions. In Google Ads, for example, marketers set a budget, target keywords, and several versions of ad copy. From there, Google optimizes the performance of the campaign by running a series of tests. The more data the algorithm gathers, the better it can serve the right ads, to the right person, at the right time. The Rise And Fall Of Programmatic This type of automation was incredibly successful in the ad tech industry starting around 2008. Automation runs through ad exchanges enabled advertisers to serve programmatic banner advertisements on a one-to-one level (meaning advertisers could set audience targets to individual users as opposed to groups of users). When it was done well, programmatic advertising fed data into complex algorithms to serve display advertisements at the right time, with the right product, to the right person. As the algorithms improved, marketers could scale up personalized advertisements at an incredible rate. However, as more consumers installed ad blockers and grew weary of “creepy” banner ads, the programmatic industry struggled to remain afloat. In spite of the promise of automation, it turns out near-perfect personalization wasn’t exactly what consumers wanted. How Does Automation Apply To Influencer Marketing?The Challenges Of Influencer Marketing Automation As with most marketing processes, marketers hope to automate some of the more time-consuming processes behind influencer marketing that bog down the execution, learnings, and optimization of entire influencer marketing strategies. While 80% of marketers find influencer marketing effective, it remains challenging to scale due to the very “human” nature of launching an influencer campaign. Can you imagine letting an AI software program take control of your brand’s intricately designed influencer marketing campaign with full assurance that it will stand out in a crowded space without any hiccups? Marketers have a hard time letting go of ownership when it comes to influencer marketing because so many moving parts need to be addressed by human eyes. Influencer marketing involves vetting hundreds or thousands of influencers, reaching out to them, setting up contracts, collaborating on a creative strategy, and in some cases, dealing with talent management. Compared to the “set it and forget it” nature of Google Ads, email nurture campaigns, and display advertising, launching a single sponsored post requires a ton of hands-on labor from both the sponsoring brand and the influencer. Influencer Platforms Introduced To The Market These challenges led to the rise of influencer marketing platforms, which rose to prominence around 2015 to streamline the process of influencer identification, outreach, communication, and payments. According to the Wall Street Journal, the promise of platforms was to be “ad tech for influencer deals”—but many industry experts feared that this plug-and-play approach would lead to bad user experience and negative perceptions towards influencers and influencer marketing overall. Does Automation Cut It For Influencer Marketing?While it’s safe to say that platforms haven’t ruined influencer marketing, there is no question that paying for a one-off brand mention or random influencer shoutout is unlikely to bring as much success as a thoughtful, strategic partnership. Brands who invest in strong creative collaboration and sponsored content that connects spot-on with the influencer’s audience will almost always win outright compared to artificially devised campaigns.
AI simply lacks the strategic resources that humans have access to through years of experience and lessons learned. Influencer marketing’s inner workings have yet to be comprehensively unraveled by automation, so AI can only be used when the stakes aren’t high with contextual judgment. Mediakix ran an influencer experiment in which we secured brand sponsorships on an influencer marketing platform using a fake influencer, proving the real possibility of critical decisions being botched by automated software. Already, users can quickly detect fake followers, inflated engagement, and inauthentic sponsorships that don’t align with the influencer’s true interests, so imagine how users would react when robotic influencer marketing campaigns simply miss the mark? Automated influencer activations will lead to poor user experiences and threaten the entire ethos of influencer marketing. Overall, the significance of the human component doesn’t bode well for influencer marketing automation. Automating actions that are normally performed with human discretion can’t seamlessly be reassigned to AI. And if brands and marketers become too reliant on automation, they’ll inevitably grow out of touch with the root of influencer marketing—real human connections. Influencer Marketing Platforms Vs. Influencer Marketing AgenciesWhen brands launch influencer marketing campaigns, they can employ the help of influencer marketing platforms or influencer marketing agencies. Influencer marketing platforms are generally two-sided digital marketplaces where marketers can find influencers to collaborate with on an influencer campaign. Influencer marketing agencies offer managed services to help brands partner with influencers to execute influencer sponsorships. Between the two options, there are pros and cons that marketers should factor into their strategy. Influencer Marketing Platforms: Positive Growth, Negative ResultsOn the one hand, platforms have seen tremendous growth in the era of automation. A flurry of influencer marketing platforms cropped up to provide ad tech for influencer deals, but this plug-and-play approach ran into issues (i.e. poor user experience, no quality assurance, surprisingly time intensive), unlike traditional advertising. As brands turned their attention to the shiny new automated software capabilities, human elements fell to the wayside. The irony here is that influencer marketing is based upon the premise that influencers are successful because they’re real humans, with real connections to other humans. Platforms remove an important human portion of influencer marketing, sometimes resulting in campaigns falling short of user expectations. That said, influencer marketing platforms aren’t completely inept. In fact, they often succeed in improving campaign efficiency so that marketers can dedicate more resources to the overall strategy. This suggests that platforms are best used in conjunction with relationship-based influencer marketing. Influencer Marketing Agencies: More Time, More HumanAgencies specialize in managing influencer marketing campaigns end-to-end from research to negotiation to communication to deployment to measurement and beyond. Due to their unique position within the influencer marketing industry as true experts, agencies offer more proficiency and sophistication that are unmatched by their platform counterparts. As the influencer marketing industry landscape continues to evolve, agencies will also grow to support the needs and expectations of brands, influencers, and consumers. At their core, influencer marketing agencies will utilize human expertise to ensure campaigns are in line with their human audience, which inevitably takes more time. With high effort, marketers can expect high output. Growth Potential Of Platforms & AgenciesAgency potential will increase over time with the caveat that the more time marketers spend performing tedious tasks, the less time they can dedicate to their larger influencer marketing strategy. By strictly relying on agency services, the human elements ring true while the ability to streamline time-consuming tasks falters. Influencer marketing platforms also have the potential to grow with the industry, but it depends on platforms’ abilities to emulate and emphasize the human ingredients required for impactful influencer marketing campaigns: transparency and communication. With automation, performance is only as good as what you put into it. If it’s purely automated, the results may very well come across as such—humanless. So, Can Influencer Marketing Be Fully Automated?The burning question remains: will full-fledged influencer marketing automation prevail? The answer is not absolute in either direction. Rather, it lies in implementing the right amount of influencer marketing automation without losing human insights—a happy medium, if you will. 5 Challenges Of Influencer Marketing & Platform AutomationTo strike a balance that works for your brand’s purposes, it’s important to consider some of the challenges of influencer marketing and platform automation:
Do Marketers Think Influencer Marketing Can Be Automated?We surveyed marketing professionals to find out if they think influencer marketing can be automated. A whopping 96% answered that they don’t think influencer marketing can be fully automated, leaving a negligible 4% saying influencer marketing can be completely managed through automated platforms. A separate survey shows that two-thirds of U.S. marketing professionals are comfortable with AI technology automating their campaigns compared to only 23% being comfortable with fully automated campaign execution at all stages. While these answers aren’t the be-all and end-all, influencer marketing experts provide a solid stance within an industry that has undergone a constant transformation and will continue to reshape as technologies and strategies evolve. It’s safe to say that influencer marketing will remain human to its core. What Is The Future of Automation?Find A Happy Medium Between Human-Based Influencer Marketing & Platform AutomationUltimately, marketers can launch a robust influencer marketing campaign by finding a healthy balance between efficient influencer marketing automation and strategic human judgment. After all, influencer content succeeds because it rings true to their loyal audience. An influencer’s unique personality, voice, and style is what makes fans love them—how could something like that be captured solely by an algorithm or automated at scale? Influencer marketing automation has its place in the marketing ecosystem, but it’s highly unlikely that any single brand will convert their influencer marketing strategy to be fully automated. Not to mention, influencers will likely never entirely embrace automation to the point that they set cruise control and let automated platforms execute what should be highly personalized and authentic campaigns. The power of technology is real, no doubt, but in order to elicit a meaningful response from humans, human insights and decisions must form the backbone of an impactful influencer marketing strategy. The post Is Influencer Marketing Automation The Way To Go? appeared first on Mediakix | Influencer Marketing Agency. via Mediakix | Influencer Marketing Agency http://mediakix.com/2019/05/influencer-marketing-automation/ For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter! Instagram Influencer Marketing Case Study: KFC Marketing Goes Virtual With Colonel Sanders As A Spoof On InfluencersIn the crowded influencer marketing space, brands are always looking for the next big idea to help lift their heads above the parapet and mark themselves out from the rest. Launching an effective campaign and building a positive consumer relationship is the principal goal of brands on social media. This can be achieved in several ways, including participation marketing, and quite often the product is of lesser importance than the all-important engagement with followers. Brands are still trying to figure out what constitutes the best strategy for getting through to Instagram’s enormous user base. Large companies commonly attempt a variety of campaigns to garner attention—from more traditional approaches to wackier, eye-catching ideas. KFC marketing has often had its finger on the pulse when it comes to social media—for example, advertising on Twitch when other large brands are less aware of the platform’s massive potential. In addition, a quick glance at their Instagram will show that the KFC marketing team is not averse to trying new things when it comes to marketing the brand on to an online audience. With 1.4 million Instagram followers, KFC is n line with other major fast food brands and gains significant brand exposure online. It’s only natural that KFC’s marketing team should seek to leverage this popularity and build their engagement, demonstrated by the nearly 700 posts on their page. By comparison, major competitor McDonald’s has over 2 million more followers but a more traditional and seemingly far less coherent strategy, posting just 50 times since 2014. CGI Influencer Takeover Reveals New Side To The KFC ColonelIf you’re unfamiliar with CGI influencers you’ll be forgiven. Appearing since 2016 and gaining prominence thereafter, these virtual influencers—often art projects or digital models to demonstrate fashion pieces—have gained a significant amount of popularity among fans. The most popular, Lil Miquela, boasts over 1.5 million followers; not bad for someone who doesn’t exist. Few, however, would have expected a brand like KFC to get in on the action and spawn a CGI influencer of their own. Intended to parody the lifestyle of Instagram influencers, the New Colonel has a virtual model friend, reflects on his life while at the gym, and posts pictures of himself boarding expensive private jets. Of course, each of these is complete with brand sponsorships and nauseatingly on-the-money captions about spiritual awakenings which perfectly spoof some real-life influencers. The campaign, complete with the tag #secretrecipeforsuccess, ran for two weeks and appears to have come to an end on April 22. Throughout its run, the KFC influencer partnered with Dr Pepper, Old Spice, TurboTax, and Casper, collectively commanding an Instagram following of 830,000 followers. Opting to go ahead with such an oddball campaign like this shows KFC marketing is willing to test out new creative strategies with cutting edge digital marketing practices to drive their online engagement. Whether it was a success is another question, particularly regarding its popularity among the page’s followers, many of whom struggled to understand the purpose or intended parody of the virtual influencer Sanders. Let’s take a dive in and see how KFC’s revamped Colonel performed in his inaugural campaign. Goals
Approach
ThemesThe predominant theme of the KFC influencer marketing campaign was dictated by its parody of Instagram influencers. KC sought to replicate the voice, tone, and appearance of a real influencer. The quality of the posts are crisp but amateur, and captions often feature long-winded motivational themes, complete with the campaign hashtag #secretrecipeforsuccess.
ResultsSocial Reach
Engagement
‘Gazing Pensively Out The Window’ With A Dr. Pepper In HandIn one of several sponsored posts with Dr. Pepper, CGI Colonel plugs the soda brand with a post of him gazing out the window of a private jet while sipping from a flute glass and donning his famous white suit. The caption is humorous, with a recommendation that fans take time to reflect and gain a new perspective on the world: ‘Like when you’re super high in the air and the world looks real small.’ The post garnered 23,354 likes and 514 comments for an engagement rate of 1.7%. Advocating Self-Care With Old SpiceThis time sponsored by male grooming brand Old Spice, the Colonel shows off a variety of products from moisturizers to beard oil, recommending his fans to spend more time on looking good and feeling good to ‘go get your dreams.’ As with all his other posts, the campaign hashtag #secretrecipeforsuccess is present, along with a litany of positivity hashtags, and #virtualcolonel. The post racked up 25,596 likes and 527 comments for an engagement total of 1.94%. Virtual Colonel Recharges With CasperMattress brand Casper is the recipient of one of Virtual Sanders’ better-performing posts. The Colonel talks up the company’s mattresses, posing on a bed and in front of the packaging it came in, appearing to be in a relaxed mood. As ever, positivity is the theme, with the virtual Colonel talking about the personal importance of getting rest in order to become a ‘culinary and entrepreneurial artist.’ The post includes the campaign hashtag and tags Casper’s Instagram handle. With 26,179 likes and 571 comments, the post achieved an engagement rate of 1.91%. Takeaways
The post Case Study: KFC Influencer Partners With Dr. Pepper, Old Spice, TurboTax, & Casper In #SecretRecipeForSuccess Virtual Campaign appeared first on Mediakix | Influencer Marketing Agency. via Mediakix | Influencer Marketing Agency http://mediakix.com/2019/05/kfc-influencer-marketing-case-study-instagram/ Subscribe to our industry digest for the latest news and trends on top Instagrammers, YouTubers, bloggers, & Snapchatters! How Rasa Malaysia Grew From A Modest Recipe Blog To One Of The Top Cooking Resources OnlineWe've all been there—scrolling through an endless Instagram feed of mouthwatering recipe ideas. Whether through colorful images so rich you swear you could taste it or through videos so tempting you can imagine the smell of it being prepared right before you, you've likely saved countless recipes to recreate the edible magic that teases us across social media and digital platforms. The chefs behind these appetizing and flavorful foods know this about us, and A-list food bloggers like Bee Yinn Low from Rasa Malaysia know how to mix those ingredients for our own ease and delicious enjoyment. Just a glance at her Instagram account will leave you salivating like one of Pavlov's dogs. Bee's Instagram Stories content will grace the homepage of Mediakix's new website, launching this summer. Bee Low has been a food blogger since before blogging became a popular hobby. As a best-selling cookbook author, social media influencer, and digital brand ambassador for brands like PF Chang’s and KitchenAid, Bee playfully weaves together her Malaysian heritage with her worldly cuisine interests, producing recipes that are easy enough for beginner level cooks to emulate and tasty enough for the late Anthony Bourdain's liking. We caught up with Bee in an exclusive interview to learn more about the journey behind her successful Rasa Malaysia recipe blog and to see what's in store for 2019. Can you tell us a bit about yourself/your story, how you developed an interest in cooking, and why you decided to launch a recipe-focused blog? I am a Malaysian but a permanent resident in the US. I came to the USA for graduate school and have never left. Growing up in Malaysia, I was exposed to amazing Chinese, Indian, Malay, and Southeast Asian cuisines. I’ve had a very sophisticated palate since I was young, having been exposed by my family to all kinds of spices and varied spectrum of Asian flavors. Also, I grew up in a huge family with amazing home cooks where food was the biggest celebration. Watching my grandmother, mother and aunts cooking in the kitchen helped develop my keen interest in cooking. I started a personal blog in 2006 to chronicle my business travels and my family’s (Malaysian) recipes. The personal blog eventually evolved into a recipe blog and Rasa Malaysia was born. When did you start blogging? When did it really take off? I started blogging when I was working at MySpace as the Director of International Development. Due to the nature of my job, I was traveling extensively in Asia Pacific and Europe. The blog started as a personal diary of my business travels, with some Malaysian recipes. The recipes were very well received, so much so that The New York Times featured my blog and interviewed me for an article. That was the moment it really took off. Over time, my content strategy changed—from Malaysian recipes to general Asian recipes, but now I do a little bit of everything, with weeknight dinner being my main focus now. Your Instagram account @rasamalaysia is followed by over 100K fans, while your Facebook and Pinterest attract more than 800M and 400M respectively. How do your social media strategy and creative approach differ across these channels? I invested a lot of time on Facebook and Pinterest for a very long time as both platforms drive massive traffic to my site. I gained a lot of followers by being very active on both platforms, sharing my recipes and photos religiously every day. I am very late to the Instagram game even though I created the account years ago. It didn’t help that my account was hacked a few years ago and the hacker deleted all my old posts. I had to rebuild my Instagram since then, but in all honesty, I didn’t invest much time on the platform since Instagram doesn’t drive significant traffic to my site. I have only gotten active on Instagram in the past year or so. It’s never too late; I am embracing the potential of Instagram now. What central message do you hope your audience will take away through following your recipe ideas and videos? The central message of my brand is easy and delicious recipes; anyone can make a delicious meal at home by following my simple recipes.
Your blog and Instagram account occasionally feature snippets of your travel adventures, fashion, and lifestyle tips. How do these elements make you a more versatile creator? I love traveling and I travel at least 5-6 times a year, all around the world. Food, travel, and culture are intertwined; I love taking my followers vicariously through my travels and sharing my adventures with them. I love fashion and I have a terminal disease called vanity (lol). I secretly wish that I were a fashion and lifestyle blogger. In reality, I do get bored seeing my Instagram feed with food contents, so occasionally, I share lifestyle, travel and fashion posts to keep my Instagram fresh and interesting. When and how did you realize you could make a living through blogging? When the annual revenue from my blog surpassed my annual salary as a Director at MySpace. That was 2009. I left my job and have since worked on my site full time. Are any tactics particularly effective in helping you grow your audience online? The blogging business has changed so much since 2006 and my tactics change and evolve over time. For example, what used to work 3 years ago are obsolete now. The key is to keep learning but one thing stays constant, Google is the boss. You really have to be good in SEO and continue to evolve with Google to keep growing the audience, or at the very least, maintaining the audience. It’s very challenging, as things are changing so fast these days. How has your blog changed since you started? Any specific turning points? In 2008, I changed from being a Malaysian-recipes-only blog to a general Asian recipes blog. It was the year of the Beijing Olympics and there was an intense interest in Chinese cooking. I started doing a lot of Chinese recipes and from that point onwards, I expanded my content strategy to include all kinds of recipes on my site. When choosing whether or not to work with a brand, how do you decide? How do you ensure that sponsored content fits in seamlessly with your organic content? First and foremost, I have to believe in the brand and its product. I can’t write with an authentic voice if I don’t. Secondly, a sponsorship has to be fair: the rates, the brand’s expectations, and my deliverables, etc. I do a maximum of two sponsored posts in any given month. Anything more than that is overkill. What advice would you give to brands and marketers looking to work with influencers for sponsorships? I notice that brands and marketers are drawn to “superficial” things about influencers, for examples: the number of followers, likes, comments, engagement, etc. I think brands and marketers should look beyond the obvious, ROI doesn’t happen overnight and those metrics do not necessarily translate to sales conversion. Marketers should invest in good and high-quality influencers who can grow with the brand. About 10 years ago, I worked with a big Japanese brand for 4 consecutive years. Every year we focused on a key marketing message, and then the next marketing message the following years, etc. I still get comments about the brand and my followers are still buying their products. In what single way has social media most changed your life? I worked at “the” social media (MySpace) before other social media platforms even existed. I started my blog because of my job at MySpace, that was pretty much life-changing. You had the pleasure of meeting Anthony Bourdain—are there any lessons you learned from him that you apply to your cooking craft? I am really fortunate to have met him in person. He didn’t influence my cooking craft so much, but he had certainly influenced me on my worldview about traveling, eating, and soaking in culture (other than mine). What two pieces of advice would you give to someone interested in starting their own cooking/recipe blog? Content is KING. Create very good content and people will come. There is no shortcut in food blogging. I had taken way too many shortcuts before I learned my lesson. Lightning Round:Your top two cooking tips of all time? 1) Garlic and butter. You will never go wrong with them. 2) The best recipe lies between your tongue and palate. Worst food you’ve ever tried? None, because all foods are edible. It’s either good or not so good. All-time favorite food? Seafood, all kinds of seafood, regardless of cuisines and cooking styles. Recipe you’d most like to perfect? Right now, it’s probably Japanese cheesecake. Favorite city you’ve ever visited? Penang, Malaysia, my hometown. Place you’d most like to visit? I want to go back to Italy, again and again, for their amazing food, coffee, desserts and the sweetest tomatoes in the whole world! Place you’ve visited with the best food? Malaysia. Nothing tastes like home. Any exciting projects or plans in store for 2019 that your followers should get excited for? I just learned from a videographer how to shoot my own cooking videos. I had always outsourced them. I am excited about producing my own cooking videos and sharing with my followers. Anything else to add? Remember to check out my new site at Easy Weeknight. Thanks for reading this article! The post Influencer Spotlight: Exclusive Interview With Recipe Master Bee From Rasa Malaysia appeared first on Mediakix | Influencer Marketing Agency. via Mediakix | Influencer Marketing Agency http://mediakix.com/2019/04/rasa-malaysia-interview-food-blogger/ For the latest authoritative social media and influencer marketing news, trends, and statistics, subscribe to our industry digest newsletter! Influencer Twins: 20 Top Instagram Twins Reach More Than 23.5M FollowersWhat is it about twins that we find so intriguing? From the iconic Mary-Kate and Ashley to Disney channel’s Dylan and Cole Sprouse, Hollywood has made one thing clear: twins are in. The popularity of twins in entertainment has also transferred over to social media, with the 20 most popular Instagram twins collectively reaching an astounding 23,572,000 followers. As with most social media influencers, Instagram twins’ success is tied to the ability to post content that’s both appealing, relatable, and unique. Considering identical twins makeup only 1 of every 250 births, twins have a built-in boost in the uniqueness department. Factor in striking style, stunning features, a great sense of humor, or stellar gymnastics skills by two, and twin influencers have a winning Instagram combo. People are naturally curious about what it’s like as an identical twin, and Instagram twins capitalize on that. Across YouTube, TikTok, and Instagram, people are drawn to the double dose of twins, especially when those twins are particularly talented or attractive. There are plenty of influencers sharing makeup tutorials or travel photos, but multiplying that image by two allows Instagram twins to take a seat above the rest. On Instagram, influencer twins have even created their own niche that’s garnered an impressive following. Come meet the most popular Instagram twins of 2019—starting with the top 15 adult and teens followed by 5 child stars—and see why these dynamic duos are one of a kind. Top 15 Adult & Teen Instagram Influencer Twins1. Dolan Twins (@dolantwins) - 4.6M FollowersAmerican comedy duo Ethan and Grayson Dolan drew the attention of the internet on Vine in 2013. The pair quickly became famous on YouTube as well, with 9.7 million subscribers to date. They’ve been signed to AwesomenessTV since 2015 and won two awards at the 2016 Teen Choice ceremony. 2. Brooklyn and Bailey (@brooklynandbailey) - 4.6M FollowersTexas twins Brooklyn and Bailey McKnight first entered the social media scene back in 2009. Their Instagram bio puts it well—twinning is trending. Starting out as models for their mother’s DIY hairstyle tutorials on YouTube, the sisters branched out on their own to create a channel focused on typical teen girl topics, including fashion, makeup, and fun. That same channel now has 5.6 million subscribers. In 2017, they made the Forbes list of Top Influencers in the kids category. 3. Dobre Twins (@dobretwins) - 1.8M FollowersInstagram brothers Lucas and Marcus Dobre-Mofid, like many, got their start on Vine. The twins are both skilled dancers, showcasing their talent on YouTube through funny skits, pranks, gymnastics stunts, vlogs, and challenges. Their following on the site rings in at a massive 15.2 million subscribers. 4. SiAngie Twins (@siangietwins) - 1.8M FollowersSianney and Angelise Garcia, better known as the SiAngie Twins, are the younger sisters of boxer Danny Garcia. At only 16 years old, the pair has realized their natural gift for singing and rapping. Their impressive beats earned them more than 2.5 million fans on Musical.ly and over 362,000 subscribers on YouTube. 5. Gülcan & Sahinur Twins (@thegstwins) - 1.6M Followers22-year-old twin sisters from Germany, Gulcan and Sahinur, began their joint Instagram account in July 2015. The stylish and photogenic sisters post eye-catching images of color-coordinated fashion. They also advertise their Snapchat account. 6. Merrell Twins (@merrelltwins) - 1.2M FollowersIdentical Instagram twins Veronica Jo Merrell and Vanessa Jo Merrell (born August 6, 1996), are best known from their popular YouTube channel which boasts 4.2 million subscribers. Their videos are both edited and produced by their father, Paul Merrell. Their funny and relatable sketches and vlogs earned them roles in AwesomenessTV videos and recurring parts on The CW’s “Jane the Virgin.” 7. The Clermont Twins (@theclermonttwins) - 1.2M FollowersShannon and Shannade are twins who are hard to miss. With 40-inch long hair, designer fashion, and tiny designer dogs to match, the Clermont Twins are the essence of glamour. Known collectively as the Clermont Twins, they first made their mark in the public eye on Oxygen's Bad Girls Club in 2015. True to the title, their lives are not without scandal, but that hasn’t stopped them from becoming powerful Instagram influencers. 8. Official Les Twins (@officiallestwins) - 1M FollowersKnown online as Les Twins, identical twin Instagram influencers Laurent Nicolas and Larry Nicolas Bourgeois are photogenic dancers, models, and designers hailing from France. Their talent spills into multiple creative fields—the pair has released two songs, and are often referred to by their nicknames, "Lil Beast" and "Ca Blaze.” In addition to their success on Instagram, they have over 870,000 followers on YouTube. 9. Twin Melody (@twin_melody) - 848K FollowersSinger and songwriters Paula and Aitana Etxeberria are the pipes behind YouTube cover group Twin Melody. Even more popular on YouTube than Instagram, they currently have over 1 million subscribers. They also won a singing competition in Basque called A ze banda that helped bring additional attention to the vocal duo. 10. Rybka Twins (@rybkatwins) - 747K FollowersInstagram twin sisters Teagan and Sam Rybka are gymnasts who first drew attention on Australia's Got Talent with a mindblowing contortion act. On their dance and gymnastics focused YouTube channel, they share fun challenges, tutorials, reviews of athletic wear, and moments from their daily lives. The channel has been well received, with nearly 5 million subscribers to date. 11. Martinez Twins (@martineztwins) - 286K Followers19-year-old twins Ivan and Emilio Martinez, best known as the Martinez Twins, are famous for their role in Jake Paul’s Team 10 group. The two brothers are originally from Spain but have since moved to Los Angeles. When they left Team 10, they didn’t hesitate to pursue further YouTube attention with a channel of their own. There, they post humorous vlogs and pranks for their nearly 5 million subscribers. 12. Montoya Twins (@montoyatwinz) - 238K FollowersSocial stars Mya and Myka Montoya are 18-year-old identical twins. Originally from Clovis, New Mexico, they currently split time between Amarillo, Texas, and Los Angeles. Their first step into social media was on YouNow, where they created an account in 2015. Instagram and YouTube soon followed. While they’re popular on Instagram, they’re best known for their joint YouTube channel where they post comedic challenges, vlogs, product recommendations, and occasional tutorials. They currently have 429,000 subscribers. 13. The Badura Twins (@thebaduratwins) - 196K FollowersInstagram loves a pretty face, and with twins Laura and Klaudia Badura, Instagrammers get to see two. Growing up in London, both sisters began modeling at an early age, with appearances in photo spreads and editorials through their teenage years. In 2015, they appeared in Playboy’s online Amateur series. Their Instagram account is quite prolific, with plenty of photos of their modeling and day-to-day lifestyle. Their YouTube account has a similar focus, but with more in-depth tutorials and tips. 14. Jordan And Zac (@jordanandzac) - 143K FollowersAnother set of twin models, Australians Jordan and Zac have appeared in major ad campaigns for companies including Calvin Klein, Ralph Lauren, and Abercrombie & Fitch. In 2013, they opened and closed the Calvin Klein Spring exhibit during Fashion Week in Milan. With their chiseled jawlines and enticing images, the pair has gained international attention, both online and off. While they do have a YouTube channel, their greatest audience lives on Instagram. 15. The O’Donnell Sisters (@theodolls) - 125K FollowersThere’s nothing quite as intense as the competition of a national beauty pageant. Unless, of course, you’re competition looks just like you. Twins Daisey and Ellie O'Donnell competed in the 2016 Miss England pageant, and have modeled for Lipsy and Hollister. Their photos on Instagram range from sweet to sultry, and all with their signature style. Top 5 Up-And-Coming Children Instagram TwinsInstagram loves twins big and small. While the majority of influencers are in their teens or young adult years, kid influencers have proven to pull their own weight—with a little help from mom. Child actors and models are among the most popular child influencers, but each set of twins brings something special to the table. Ranging from only a few months old to age 11, these five precocious Instagram twins have bright futures ahead of them. 1. McClure Twins (@mccluretwins) - 1.7M FollowersAva and Alexis McClure, collectively known as "the McClure Twins,” are only 7 years-old. Born in 2013, the American twin models are best known for their YouTube video “Twins Realize They Look the Same,” which went viral and accumulated over 5 million total views. The two cute kids are already famous on YouTube with over 1 million subscribers tuning in to watch their weekly vlogs. The McClure Twins also made it to Forbes list of “Top 10 Kid Influencers” in 2017. 2. Clements Twins (@clementstwins) - 1.2M FollowersAva Marie and Lea Rose Clement are two pint-sized stunners that we hope to hear more from in the future. The Instagram sisters are already represented by LA Models, modeling for fashion brand Lola + The Boys in 2017. Their mother, Jaqi, is the mastermind behind their famous Instagram account. There, she shares photos of the girls and their family, always featuring striking styles and unique poses. The young Instagram twins also have 62,000 subscribers on YouTube. 3. The Combs Twins (@the_combs_twins) - 293K FollowersDaughters of Sean Combs, aka P. Diddy, 11-year-old twins Jessie James Combs and D’Lila Star Combs are already making a name for themselves. Jessie James was seen on the runway at petiteParade NY Kids Fashion Week at the age of 5. She was also featured on the season finale of Making the Band 4, while D’Lila accompanied her famous father to countless events and shows. Despite the tragic loss of their mother, Kim Porter, in November of 2018, the girls have continued to rock it on Instagram. 4. Messitt Twins (@messitttwins) - 176K FollowersRemember when Mary-Kate and Ashley Olsen played the youngest member of the “Full House” Tanner sister trio? Toddler twins Dashiell and Fox Messitt are following in their footsteps on the set of “Fuller House.” On the spin-off of the original series, the twins have shared the role of Tommy Fuller Jr. since before they could crawl. While acting appears to be their primary focus, their mom shares candid photos of the boys on Instagram. The twins also have a mom-managed YouTube channel, with behind-the-scenes looks at the Fuller House set and funny, family-friendly accounts of their real lives. 5. Bowden Twins (@bowdentwins) - 119K FollowersOf all the twins on our list, the Bowden Twins are arguably the most precious. After surviving preterm birth at only 26 weeks, Bailey and Brielle Bowden were destined for great things. Their miraculous progress and adorable features have earned them the title of the youngest Instagram twins. Their mother has shared videos and photos of them tracking their growth and capturing sweet moments. With a tough start, lots of love, and endless cute clothes, the Bowden twins have plenty of room to grow into their early Instagram fame. The post 20 Instagram Twins That Will Make You Do A Double-Take appeared first on Mediakix | Influencer Marketing Agency. via Mediakix | Influencer Marketing Agency http://mediakix.com/2019/04/instagram-twins-top-best/ For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter! Instagram Influencer Marketing Case Study: Headspace Helps Lifestyle Influencers Alleviate Holiday HecticnessIn an era when emails, texts, updates, and other notifications keep the world moving ad nauseum, meditation apps like Headspace are leveraging technology to help people become more mindful and present. Launching in 2010, Santa Monica-based Headspaceâs stated mission is to âimprove the health and happiness of the world.â As part of a strategy to make sure its mindfulness message is heard, Headspace has collaborated with lifestyle influencers in areas such as health, fitness, and style. In 2019, nearly two-thirds of marketers are increasing their influencer marketing budgets. However, as the space becomes more crowded, audiences risk experiencing influencer fatigue. For brands looking to rise above the clutter, a new kind of mindfulness will be required when designing and launching influencer campaigns. Instagram Influencer Households Tout The Value And Virtues Of Headspaceâs Family PlanA growing interest in self-care and wellness has made practices such as meditation more popular and palatable. With the advent of smartphones, companies like Headspace have met this enthusiasm with a delivery system thatâs both convenient for the consumer and effective for its company mission. While Headspace is free to download from the Apple App Store or Google Play, the company also offers paid subscription services with added features. For their recent campaign with lifestyle influencers, Headspace marketing focused on the companyâs new family plan. Goals
Approach
Preview of Influencers
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ResultsSocial Reach
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Rachel Pitzel Keeps Calm While Balancing A Busy ScheduleRachel Pitzel is an influencer, blogger, and businesswoman whoâs the founder of Club MomMe. With 551,000 followers on Instagram, Pitzel was one of only two macro-influencers on this particular Headspace marketing campaign. Pitzelâs post, featuring her and her daughter in front of wintertime decorations, was the most-liked piece of content during the campaign. In her personalized caption, Pitzel wrote about holiday business, never-ending to-do lists, and her highly active brain. Offering that Headspace helped her with patience and focus, the mommy influencer promoted the appâs family plan and encouraged her followers to give it a try. Pitzelâs post generated 20,086 likes and 134 comments, resulting in an engagement rate of 3.67%. Rosanna Of Glam Dapper Finds A Way To Relax During The HolidaysNew York-based style influencers, Rosanna and Winstonâbetter known as Glam Dapper to their 516,000 followersâwere just above the mid-tier influencer threshold during the Headspace marketing campaign. The coupleâs top performing post yielded the highest number of comments. Featuring Rosanna lying happily with a dog dressed in a sweater and bow, the image caption made mention of how the holidays can affect oneâs schedule and mind. As a strategy for unwinding and relaxing, Rosanna communicated to her followers how Headspaceâs âapp exercisesâ helped with mindfulness and daily duties. With 5,384 likes and 398 comments, Glam Dapperâs post achieved an engagement rate of 1.16%. Paola Marquez Extols The Benefits Of Mental FitnessVenezuelan-born fitness influencer, Paola Marquez, is the creator of Paoâs Fit Worldâa blog offering tips and tricks around health and wellness. Sharing a blend of exercise and lifestyle posts with her 155,000 followers on Instagram, Marquez is focused on helping women to achieve a happy and healthy life. Marquezâs post shows her with her husband reading on a couch. In her caption, Marquez talks about activities they engage in to destress, including meditation. Marquez went on to promote Headspaceâs new family plan, ending her endorsement with, âBelieve me⦠You wonât regret it!â Marquezâs post garnered 5,311 likes and 63 comments, generating an engagement rate of 3.47%. Takeaways
The post Case Study: Headspace Marketing Taps Influencers To Flex Mental Health appeared first on Mediakix | Influencer Marketing Agency. via Mediakix | Influencer Marketing Agency http://mediakix.com/2019/04/headspace-influencer-marketing-case-study-instagram/ For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter! The Best Coachella 2019 Brand Activations & Influencer PartnershipsAfter weekend one of Coachella 2019 came to a close, the festival unsurprisingly proved to be a standout event for influencers, brands, and attendees. With performances by headliners, Childish Gambino, Tame Impala, and Ariana Grande, this year also showcased a historic set by BLACKPINK and an amusing performance by Billie Eilish. While festivalgoers may have remarked about the fest’s seemingly shrinking attendance, its stature within the festival community still dwarfs many other popular music events. Last year, Coachella drew more than 119,000 attendees each day (700,000 attendees in total over both weekends). Though official numbers aren’t yet available, 2019 attendance will likely put up similar numbers. Apart from physical attendees, millions tuned in online to watch the event live. YouTube will continue its livestream coverage into the second weekend for the first time this year, acting as the event’s exclusive livestream partner for the ninth year in a row. Brand activations drew the attention of thousands in-person, but they reached into the millions online. Marketers love Coachella—here, we’ll break down the top influencer sponsorships and brand activations executed at Coachella 2019 during week one. 1. CGI Influencer Lil Miquela Interviews Coachella Performers In Partnership With YouTube Music CGI virtual models are something of a novelty in the influencer world, but Lil Miquela has taken her career to new heights at Coachella 2019. In partnership with YouTube Music, Lil Miquela curated her own Coachella playlist and got to visit the desert to meet up with top music artists, such as J Balvin. As her first “appearance” at Coachella and first time hosting on video, the CGI influencer’s role as an artist interviewer is a head-turner. Miquela’s journey through Coachella 2019 is documented on her Instagram feed or can be watched through YouTube interview livestreams. A look at her weekend one Instagram recap reveals an intricate story that sounds too real for a virtual robot—from losing her necklace, to posing in Coachella-themed outfits, to run-ins with music artists, to golf cart adventures, Miquela’s Coachella experience successfully lands YouTube Music among a crowd of hungry fans. Miquela’s ability to captivate her audience and drum up interest on YouTube’s livestream channel demonstrates the legitimacy of CGI influencer brand sponsorships. While her YouTube Music partnership may further potentiate her influence, it also puts YouTube in an innovative light. YouTube’s badge as the official livestreaming partner of Coachella coupled with its CGI influencer sponsorship highlight its commitment to making the event more expansive, immersive, and experiential across the globe. 2. Amazon Lockers Simplify Festival Item ShippingAmazon has leaped onto the Coachella 2019 scene by providing lockers for festivalgoers. Putting convenience atop glam, Amazon Lockers serve to enable attendees to store festival essentials from Amazon’s curated storefront for pickup when they arrive. The move has thrust Amazon into the Coachella spotlight, allowing the e-commerce behemoth to flex its festival muscles. Amazon cleverly capitalizes on Coachella by catering to the needs of thousands of event attendees who struggle to transport all their festival accessories and items. By shopping on Amazon’s Coachella shop, festivalgoers don’t have to worry about forgetting their phone charger, sunblock, handheld fan, Polaroid camera, jewelry, or snacks—they can purchase all these items and more, and have them shipped to an Amazon Locker on Coachella’s grounds. To raise awareness about the festival perk, Amazon partnered up with a handful of Instagram influencers, including Charlotte Bridgeman (@charlottebridgeman), Lissette Calveiro (@lissettecalv), Mike Tommasiello (@nydoorman), and most prominently, Vanessa Hudgens (@vanessahudgens). Each influencer noted the ease and convenience of utilizing Amazon Lockers and used the tag #AmazonLocker for consistent messaging. 3. HP Enchants Festival Attendees With Futuristic Technology Featuring Rüfüs Du SolAs the official technology sponsor of Coachella, HP pulled out all the stops for Coachella marketing. The brand implemented two distinct experiential marketing campaigns:
Coachella is an event celebrating music, art, and creativity. HP’s execution of both art-centric installations aligns the brand with Coachella’s central themes and ingratiates the brand with festivalgoers. To enhance the impact of both installations, HP partnered with a wide array of Millennial influencers, reflective of Coachella’s dominant demographic, to showcase the installations on social media. HP also worked with Intel to put on quite the “Underwater” show for the release of Rüfüs Du Sol’s new visual music video. Pop artist TJ Black (@cloudtalkmusic), singer Jaci Butler (@jacibutler), stunt actor Kevin Arnold (@kevinarnold), visual designer Kyle Huber (@asenseofhuber), and actor Reid Harper (@reidhaprer16) were five notable influencers who created sponsored Instagram content highlighting the creative HP activations. 4. American Express Leans On Ambassadors To Erect Amex Platinum HouseOn pace with last year, American Express propped up its influencer marketing strategy and brand ambassador program through its ongoing #AmexAmbassadors campaign. Showcasing influencers and conventional celebrities enjoying exclusive benefits and experiences that come with having an American Express credit card, the #AmexLife at Coachella is high-class. In keeping up with its reputation for exclusivity and a luxury lifestyle, American Express hosted a star-studded party in its Amex Platinum House for influencers and card members. The event and Coachella installation served to strengthen the association between an American Express card and luxurious experiences. Much like it did at Coachella 2018, the brand partnered with a cast of celebrities and mega-influencers to promote its platinum card and Coachella party. Model Rocky Barnes (@rocky_barnes), singer Cierra Ramirez (@cierraramirez), creative directors Patric Janelle (@aguynamedpatrick) and Jones Crow (@jonescrow), fashion and entertainment influencer Stephanie Ann Shepherd (@steph_shep), nail artist Britney Tokyo (@britneytokyo), and actress Kathryn Newton (@kathrynnewton) were eight of the celebrity influencers who shared sponsored content on Instagram. 5. Calvin Klein Encourages Coachella Goers To Rep #MyCalvinsPlaying off the brand’s Spring 2019 campaign featuring celebrity influencers like Kendall Jenner and Shawn Mendes, the #MyCalvins House at Coachella gave fans the chance to recreate shareable photo moments from the campaign. Those who entered were meant to feel like a “houseguest” as they traveled through rooms of the house. In preparation for the event, Calvin Klein partnered up with various Instagram influencers to promote their extended site discount on their festival collection. Ronald W. Thomas II (@themaleprepster), Kristen Bousquet (@kbousq), Denzel Bryan (@thedenzelb), On Refaeli (@onrefaeli), Liz Beecroft (@lizbcroft), Mauro (@maurorja), and Prince (@princelifted) were seven of a handful of fashion influencers who shared sponsored Instagram posts leading up to and during the event. In addition, Calvin Klein sponsored rapper sensation CHIKA (@oranicuhh) as she performed her new single, “No Squares” at the #MyCalvins House Coachella. The music video features the music artist wearing a custom Calvin Klein white tee with her name CHIKA in the branded font. 6. REVOLVE Creates Its Own Mini CoachellaPerhaps the largest influencer presence at Coachella over the years, REVOLVE is no stranger to livening up the Coachella party. At Coachella 2018, the brand hosted an invite-only “REVOLVE Festival” on April 14-15 that included musical acts among the likes of A$AP Rocky and Snoop Dog. The clothing brand’s Coachella initiatives have a reputation for being mini-festivals themselves. Fast forward to Coachella 2019, and REVOLVE was on the same track working with Kendall Jenner, Cardi B, and Emily Ratajkowski to kick off weekend one at V Palm Springs Hotel to host over 130 influencers, artists, models, and musicians. To amplify the reach of its Coachella activation, the brand recruited the help of influencers and celebrities who showcased their presence at REVOLVE Festival wearing the brand’s clothing. Actress Shay Mitchell (@shaymitchell), designer Draya Michele (@drayamichele), DJ Lupe Fuentes (@lupefuentes), model Janice Joostema (@janicejoostema), and actress Madison Pettis (@madisonpettis) were among the celebrities who created sponsored content. On the influencer side, lifestyle blogger Talia Hubble (@talliia), model Elysée McMenamin (@elysemcmenamin), model and DJ Apphia (@phiphibb), and YouTuber Alena Nazarova (@alena_n_star) promoted the #RevolveFestival campaign. 7. Exclusive #SHEINFestival Draws High-Profile Fashion InfluencersAt one of Coachella’s most exclusive music festival parties, high-profile influencers received the ultimate VIP experience with women’s clothing brand SHEIN at its luxury resort. The off-site event featured poolside fun with a cast of influencers wearing SHEIN apparel in the desert sun. SHEIN worked with a group of select influencers, including Jordyn Jones (@jordynjones), Ashley Nichole (@ashnichole_xo), Mia Stammer (@miastammer), Adelaine Morin (@adelainemorin), Leli Hernandez (@whleli), Nury Jimenez (@nuryjimenez), and Daisy Marquez (@daisymarquez_). Each influencer either shared custom discount codes for followers to do some festival item shopping or provided links and product IDs for fans to shop their featured SHEIN outfit. SHEIN’s reputation as a trendy, youthful, and affordable apparel line paired nicely with desert festival fashion trends. 8. Heineken House Hosts Surprise Music Guests At Coachella 2019Similar to REVOLVE’s strategy of creating its own festival experience at Coachella complete with musical acts and a beer garden, Heineken created “Heineken House Evolution.” As its name suggests, the “house” was an intimate venue featuring musical performances from The Roots and more, as well as a non-alcoholic brew and Heineken beer for those 21 and older. 2019 marked Heineken’s 18th year attending the festival and the beer brand has been the longtime official brew of Coachella. Heineken further establishes itself as a key part of the festival landscape by evolving the Heineken House experience each year. To promote the attraction to festival attendees, the brand collaborated with a diverse set of celebrity music artists. DJ Diplo (@diplo), music group The Roots (@theroots), DJ group Niiko x SWAE (@niikoxswae), musician DECADON (@decadon), and DJ/producer Ravell (@ravell) are just a few Instagram celebs who amped up fans for the Heineken House music performance by sharing tagged Instagram posts. Also, Daily Mail shared a sponsored Instagram post featuring celeb Diplo displaying a host of other music artists in attendance. The paid partnership with Heineken induced further excitement in anticipation of weekend two through adjacent sponsorships like this example. 9. Absolut Pitches Coachella Tent As Official Vodka PartnerSimilar to Heineken’s Coachella brand activation, alcohol brand and Coachella partner Absolut created a similar installation for festival attendees at its sustainable planet Absolut Tent. The on-site booth included specialty cocktails and live musical performances. Unlike Heineken, the brand focused on providing refreshments for festivalgoers as well as satiating the thirst of those unable to unattend with drink recipe ideas shared on Instagram. To promote the activation, Absolut collaborated with influencers of all sizes to create sponsored Instagram content. Actress Rachel Faulkner (@rachel_fbabyy), Bachelorette contestant Dean Unglert (@deanie_babies), actor Calvin Seabrooks (@larrygayvid), lifestyle influencer Caitlin Bea (@caitlinbea), YouTuber Everett Williams (@everettwilliams), creator Eugenie Grey (@feralcreature), fashion influencer Nikia (@madmavenstyle), travel influencer René Daniella (@ownbyfemme), and artist Gregory Violet (@gregoryviolet) were nine influencers of an even larger cast of Instagram stars used to promote Absolut’s Coachella experience. 10. BMW Travels The #RoadToCoachella With Khalid & InfluencersFor the third year in a row, luxury car manufacturer BMW continued its #RoadToCoachella marketing campaign, which gives select influencers the chance to travel to Coachella in specialty BMWi model vehicles. This year, the brand partnered with global superstar singer and highly anticipated Coachella headlining act Khalid (@thegr8khalid). The cover of his new album “Free Spirit” serves as inspiration for the festival fleet of BMWi vehicles, featuring unique Coachella-inspired exterior designs for the i8 model. Fans were able to virtually join the travels of celeb Paris Hilton (@parishilton), filmmaker Kade Speiser (@kade), dancer Jade Chynoweth (@jadebug98), actor Ross Butler (@rossbutler), actress and singer Laura Marano (@lauramarano), fashion model Lena Gercke (@lenagercke), and various other celebs on Instagram. BMW also invited a group of macro- and mega-influencers to document their journey to Coachella riding in the BMW i8 designed models. Top influencers included YouTube sisters Saiyr and Emaza (@ceraadi), creator Alisha Marie (@alisha), lifestyle influencer Jacqueline Mikuta (@mikutas), and blogger Nina Schwichtenberg (@fashiioncarpet), three of which have upwards of one million Instagram followers. 12. Sephora Provides Touchups At Rachel Zoe’s Coachella ZOEasisCosmetics retailer Sephora created a lavish and immersive experience for festivalgoers with The Zoe Report. To do so, the brand created an official Sephora Beauty Lounge where festival attendees could receive free makeovers, hang out with fashionista Rachel Zoe, watch a performance by Pamela Katz Tick, and see a custom installation by Coco & Breezy. In an effort to reach audiences beyond the festival, the brand also created a designated area where attendees could snap pictures with friends and post to social media. The activation received press from Los Angeles Magazine, Women's Wear Daily (WWD), The Hollywood Reporter, and more. Instagrammers showcased their presence at the Sephora Lounge, but the brand also recruited beauty influencers to highlight its festival makeup more generally, including Caitlyn Warakomski (@caitlynwarakomski), Joyjah Estrada (@joyjah), Richard (@richaard2609), Brie McKay (@briannemckay), and Daniela Cadena (@danichain). Rachel Zoe (@rachelzoe) herself shared a sponsored Instagram post showcasing the Sephora Beauty Lounge at the ZOEasis activation. 12. NYX Cosmetics Offers Professional Makeovers & Glitter PlaygroundAs an official Coachella cosmetics partner, NYX Professional Makeup hosted its Glitter Trip activation with digital beauty experiences, including a makeup touch-up area, a glitter fountain, and a lip and tongue slide for Instagrammable shots. Highlighting its Glitter Goals Collection, NYX also leveraged celeb makeup artist Nam Vo’s custom makeup looks to recreate on-site using the new product line. Leading the promotional charge were beauty gurus Sophie Hannah (@sophiehannah), Frankie James Grande (@frankiejgrande), Veronica Diaz (@modajustcoco), Nyane Lebajoa (@nyane), Rowi Singh (@rowisingh), Natalie Kisel (@elmofeo), PONY (@ponymakeup), Roz (@model_roz), Rosy McMichael (@rosymcmichael), and Makayla London (@mvkdre). Most beauty influencers shared Instagram posts showing off their glam Coachella looks using NYX products, which were also shared on NYX’s Instagram feed. Coachella’s photo-centric nature combined with the desert heat and lack of running water challenges festivalgoers wanting to stay camera ready throughout the day. NYX taps into this pain point by providing a mecca for attendees to tend to their beauty needs. Beyond the basics, NYX takes it further by fostering fun, one-of-a-kind experiences to delight beauty fans and promote brand affinity to those unfamiliar with NYX. The post 12 COACHELLA 2019 BRAND ACTIVATIONS YOU CAN’T MISS appeared first on Mediakix | Influencer Marketing Agency. via Mediakix | Influencer Marketing Agency http://mediakix.com/2019/04/coachella-brand-event-activations-influencers/ For the latest authoritative social media and influencer marketing news, trends, and statistics, subscribe to our industry digest newsletter! Top Instagram Influencers Reach More Than 141M FollowersInstagram’s user base continues to climb, reaching 1 billion users in 2018. Instagram sponsored posts are steadily rising, with 6.1 million total sponsored posts expected by 2020. And, the Instagram influencer market has swelled, approaching $2.3 billion by 2020. No doubt, Instagram presents marketers one of the ripest channels for influencer marketing. With 2019 in full swing, many top brands are months into running Instagram influencer marketing campaigns--89% of marketers list Instagram as the most important influencer marketing channel. But who are they working with? There may be hundreds of thousands, if not, millions of top Instagram influencers across practically any category imaginable. While factoring in the niche appropriate for your brand’s campaign is important, it’s worth knowing the top Instagram influencers across the board. These Instagram stars take the meaning of sensational to new heights, partnering with major brands to work on creative and impactful influencer marketing initiatives. Give these 30 top Instagram influencers a follow, and see if any of them are in your league. Top Instagram Influencers: 30 Major-League Instagrammers Worth Following In 20191. Amanda Cerny (@amandacerny) - 24.7M FollowersActress Amanda Cerny originally became famous for her Vines and comedy sketches on YouTube. She was recently featured in Cardi B’s music video alongside J Balvin and Bad Bunny. Though her Instagram following is enormous, she has also amassed 2.6 million subscribers on her YouTube channel. 2. Zach King (@zachking) - 20.5M FollowersAnother social media star with roots on Vine, Zach King is best known for his video editing magic tricks. He has a long history of performing what he calls “digital sleight of hand," going so far as to win HP’s commercial contest in 2010. His YouTube presence includes two channels: ‘ZachKing’ with 2.8 million and ‘FinalCutKing’ with 1.25 million subscribers. 3. Liza Koshy (@lizakoshy) - 17.7M FollowersElizabeth "Liza" Shaila Koshy started out on Vine and quickly rose to YouTube stardom, too. She gained subscribers on the site rapidly, reeling in 6 million in 2016 and another 6 million in 2017. The draw of her content is decidedly her explosive, witty humor. Today, she has 16.7 million followers on YouTube and has built an even stronger Instagram presence. 4. James Charles (@jamescharles) - 15M FollowersAmerican internet star, makeup artist, and model James Charles Dickinson is an influencer who rose to fame more recently. He first appeared on YouTube in 2015 with a makeup-focused channel. A year later, he became the first male representative of CoverGirl. Today, his YouTube channel has 15 million subscribers and 1.2 billion views, plus another 3.28 million followers on Twitter. He also won a Steamy award for best beauty channel. 5. Nikkie de Jager (@nikkietutorials) - 11.8M FollowersNikkie De Jager is a makeup artist who shares her talents and techniques on her popular YouTube vlog and Instagram account. The pro-makeup guru has garnered 11.8 million subscribers to her channel, plus another 1.5 million followers on Twitter. According to SocialBlade, her videos earn her over one million dollars each year. 6. Lilly Singh (@iisuperwomanii) - 8.4M FollowersHailing from Canada, Lilly Singh is a YouTube personality best known for her username ‘IISuperwomanII.' Launching her channel in October 2010, she rose to stardom with her skills as a vlogger, comedian, and actress. Altogether, her YouTube channel has over 15.5 million subscribers, with her videos surpassing the 3 billion view mark. Reportedly, she was the third highest paid YouTuber in 2016, and first on the 2017 Forbes Top Influencers list entertainment category. 7. Negin Mirsalehi (@negin_mirsalehi) - 5.2M FollowersDutch blogger Negin Mirsalehi first drew attention on Instagram, while later creating her own style blog and a YouTube channel with 304,000 subscribers. Additionally, she’s the founder of Gisou Hair and was highlighted in Esquire in the ‘Women We Love of Instagram’ section. For her social media fame, she also earned a spot on the Forbes 30 Under 30 list. 8. Julie Sariñana (@sincerelyjules) - 5.1M FollowersLatina influencer Julia Sarinana started her blog, titled Sincerely Jules, back in 2009. Her fashion tips and travels have been featured by countless magazines, including Glamour, Elle, and Teen Vogue. She’s toured in over 13 countries, exploring new places and meeting fans. She also sells hand-designed t-shirts on her site and has an accessories line at Target. 9. Andrea Russet (@andrearussett) - 4.3M FollowersFormerly known online as GETTOxFABxFOREVER, Andrea Russett is a 23-year-old vlogger posting from Los Angeles. She started her vlogging career early at only 13 years old, but her fame didn’t take off until years later. Today, her YouTube channel has over 2.9 million subscribers and 240 million video views, while her Instagram account reaches more than 4 million followers. 10. Lily Maymac (@lilymaymac) - 3.8M FollowersLily Maymac is a model and internet personality from Australia. Her Filipino heritage has contributed to her unique look, helping along her modeling career. She’s bright, too, working as a Law Clerk on the side. She’s best known for her makeup tutorials on YouTube, which have racked up over one million views. 11. Rickey Thompson (@rickeythompson) - 3.1M FollowersAnother Vine veteran, Rickey Thompson is a YouTube star from North Carolina known for his starring role in a web series called “Foursome." His videos are funny, frequently NSFW, and quite popular—he has over one million subscribers, with nearly 15 million total video views. He has 482,000 Twitter followers, but boasts a larger presence on Instagram. 12. Caspar Lee (@caspar_lee) - 3M FollowersBritish-South African vlogger, entrepreneur, and actor Caspar Richard George Lee is known as one of the most well-liked UK YouTubers. Despite coping with a condition called Tourette’s syndrome, he’s pushed his way to social media success. The web-savvy businessman’s YouTube channel ranked 243rd most subscribed in 2017, with over 7.4 million followers and nearly one billion views. 13. Jack Morris (@doyoutravel) - 2.7M FollowersThe poster child of travel influencers, English Instagram star Jack Morris left his 9-5 job at age 22 to pursue social media stardom. His photos are set across the globe, from Cambodia to Paris. Over the past 5 years, his stunning images have earned him an impressive following on Instagram and 84,000 subscribers on YouTube. 14. Kelsey Calemine (@fatherkels) - 2M FollowersWith model-like features, Kelsey Calemine gained the attention of a large portion of the internet. Her photos feature her current favorite fashion and hairstyles. Many compared her looks to that of actress Lucy Hale, who helped to further boost her popularity. The actress was surprised by the resemblance to the point that she questioned whether her features are photoshopped. 15. Summer McKeen (@summermckeen) - 2M FollowersMakeup and fashion vlogger Summer McKeen began her rise to prominence when she posted her first YouTube video in April of 2010. She later became a partner with a YouTube collab channel called ‘Style Haul,' and went on to appear in an online series called ‘Afterschooled.' On her main channel, she currently has 2.3 million subscribers tuning in to watch her fun, feminine vlogs. 16. Luka Sabbat (@lukasabbat) - 1.7M FollowersAfter being discovered In 2015, Luka Sabbat was thrown into modeling. In the years since, he’s worked with high-end brands like Tommy Hilfiger, Dolce & Gabbana, and Vogue. He was also seen on the runway at Kanye West’s presentation during New York Fashion Week. Now working as a designer and artistic director, Sabbat has his own collection of merchandise called Hot Mess. In the past year, he also made his acting debut on “Grown-ish," a spinoff of the hit TV series “Black-ish." His growing fame has transferred easily to Instagram, where his followers are approaching 2 million. 17. Demi Bagby (@demibagby) - 1.6M FollowersAfter a freak cheerleading accident, Demi was once worried she may never walk again. Her determination helped her overcome this daunting setback, inspiring a pursuit for a career in fitness. After becoming a CrossFit athlete and ranking 23rd worldwide in her age category, she changed her focus to inspiring others to pursue their own fitness goals. In addition to her Instagram, she posts encouraging and inspirational fitness videos on her YouTube channel, which currently has almost 100,000 subscribers. 18. Talitha Girnus (@mr.pokee) - 1.3M FollowersWho doesn’t love a baby-faced hedgehog? With the help of 26-year-old owner Talitha, a 3-year-old African Pygmy hedgehog named Mr. Pokee became an Instagram travel powerhouse. The cultured cutie has traveled across Europe, hitting endless beaches, castles, and of course, the Eiffel Tower. His social media bio, "The World’s Cutest Adventurer," fits perfectly. While Mr. Pokee has a YouTube channel, it has few videos and less than 3,000 subscribers. 19. Ling K Tang (@ling.kt) - 1.3M FollowersLing.kt started out as a humble makeup and fashion blogger, but her helpful tutorials jumpstarted her Instagram account. Fairly recent to the social media scene, her YouTube channel only dates back to July of 2016. There, her product reviews and walkthroughs have earned her 282,000 YouTube subscribers. At one point, she experienced a rapid leap in popularity, going viral after a few fellow Instagrammers gave her a shoutout—an interesting phenomenon demonstrating how online connections have a huge effect on the sway of new influencers. 20. Carrington Durham (@carringtondurham) - 1M FollowersAmerican star Carrington Durham is best-known for her appearance on a 2012 talk-show, “Teens Wanna Know." She continued her acting career in 90210 as Sara, also playing a notable role in the short film “10 Seconds." She’s currently playing the lead role in CBS’s mini-series “Angels from Hell." While her Instagram centers around photogenic selfies in picturesque locations, her 400,000 subscribers on YouTube get to tune into makeup, fashion, and comedy videos. 21. Ghetto Spider (@ghetto.spider) - 984K FollowersWho’s the man behind ghetto spider’s mask? No one knows for sure. The social media star, primarily known for his Instagram account, regularly dances in public while dressed head-to-toe like Spiderman. He posts the silly moments to his Instagram and YouTube accounts. His 200,000 followers on YouTube most enjoyed his dance to the song “Take On Me," which alone generated over 1 million views. 22. Matt King (@mattrking) - 914K FollowersStarting with his viral comedic Vine videos, Matt King began his social media journey back in 2013. He branched into Twitter and Instagram, too, with over 350,000 Twitter followers. His Vine post ‘Love On Top’ became viral with over 54 million loops, over 980,000 likes, and more than 730,000 revines. Later, he launched a YouTube channel that now has 187,000 subscribers and over 742,000 views. Surprisingly, he’s posted few videos, remaining more focused on his Instagram posts. 23. Kevon Fredericks (@kevonstage) - 654K FollowersActor and entertainer Kevon Fredericks, aka KevOnStage, is a famous content creator and collaborator. He plays a critical role in an entertainment company “The Playmakers," working together with his brother and best friend. In addition to his comedy acts and humorous posts, he’s been a writer for several shows, including Awesomeness TV and Major Deal. His YouTube channel is similarly popular to his Instagram account, with 537,000 subscribers tuning in each week. 24. Sammy Robinson (@sammyrobinson) - 570K FollowersAustralian beauty guru Sammy Robinson is known for sharing makeup and hair tutorials on her self-titled YouTube channel where she has accumulated more than 700,000 subscribers. So far, her "Gigi Hadid VMA's Makeup Look" tutorial has been the most well-received with nearly one million views. 25. Gabrielle Alexis (@gabxxrielle) - 472K FollowersPracticing makeup application on yourself can be challenging, so makeup artist Gabrielle puts the canvas within close reach—instead of drawing on her eyelids, she replicates the effects on her arms. Since the age of 13, Alexis has been practicing drawing realistic eye makeup looks right on her arm. Her three-dimensional makeup art has improved her makeup skills and earned her plenty of attention on Instagram. 26. Sina (@happygreylucky) - 420K FollowersSina, the mastermind behind Happy Grey Lucky, is a mom blogger from Toronto. Passionate about simplicity and minimalism, she shares her affinity for monochromatic, Scandinavian design on both Instagram and her own personal blog. While she has a YouTube account, Instagram is where she shines. There, she posts sweet, family-focused tutorials, tips, and inspiration. 27. Cohl (@cohlsworld) - 344K Followers7-time national cheerleading champion, Cohl started out on Instagram in summer of 2016 with a short tumbling video. The majority of his videos revolve around his gymnastics skills or remarkably well-done makeup styles. His talent is incredible, and his grace and affinity for cheerleading are particularly notable because of his gender. His YouTube channel is also fairly popular, with over 60,000 subscribers. 28. Elise Sterck (@roundtheworldgirl) - 289K FollowersA travel and lifestyle photographer from Jackson, Wyoming, Elise Sterck uses her backcountry skills to take her to remote, untouched locations that few can dream of. There, she captures remarkable moments in nature. Her images of the connection between humans and wildlife are particularly poignant. The striking photos have amassed nearly 300,000 followers on Instagram. She also has a self-titled website including a portfolio of her remarkable (and sometimes scary) images. 29. Olivia Rink (@oliviarink) - 252K Followers27-year-old Olivia Rink is an American blogger currently living in Chicago. On her blog, she shares personal stories and experiences, plus seasonal style and fashion recommendations. Standing at a mere 4 feet 11 inches, Olivia once found it difficult to find properly fitting clothes. This challenge was the driving factor that inspired her to post about petite-friendly brands. Though she has a YouTube channel, Instagram remains her social media site of choice. 30. Luca Whitaker (@itslucawhitaker) - 187K FollowersBetter known for her YouTube channel, Luca Whitaker posts fashion and lifestyle videos. Each week, her 270,000 followers watch her fashion haul videos and beauty routine tips. On her second channel, “Luca’s Life," she moves to more laidback vlogs revolving around her normal life and travels. With 276,000 subscribers, she’s slightly more popular on YouTube than on Instagram. For some added fun, her dad appeared in one of her videos in an episode titled "Dad Does My Makeup Voiceover!" The post 30 Top Instagram Influencers Who Rise Above The Rest In 2019 appeared first on Mediakix | Influencer Marketing Agency. via Mediakix | Influencer Marketing Agency http://mediakix.com/2019/04/top-instagram-influencers/ |
Diane Medina
The goal when working with video SEO is to have your video content appear in video search engines as well as in the organic search results for major search engines-with traffic being directed to yoursite and not to your video hosting provider. Video SEO may be abbreviated as vSEO. ArchivesNo Archives Categories |