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Fake it 'til you make it. Or will you?

We want to address a recurring issue that has been going on in social media for ages and why we all should focus on fighting against it. You might think that you could make it BIG with fake influencers and fake campaigns; but keep in mind, a brand’s purpose should always be to be as real as possible. Even when facing the darkest hour, a brand needs to keep it as real as it can in order to connect with users and possible customers.  

Now, before we get down to the nitty gritty, we’d like to stress the importance of working with people. One of the benefits of working with God & Beauty is that we have a real relationship with our Influencers… We're not some platform or a piece of software that doesn't know the people behind the handles. We're constantly checking up on our people and we don’t encourage bad behavior from them just to juice results. Our personal relationship with our Influencers is one of the key pillars in the #GNBFamily strategy that helps combat and weed through a lot of the fakers out there.

Let’s take a look at some numbers. A study done by Wall Street Journal shows that brands like Pampers, Olay, Neiman Marcus and L’Occitane are among the top 10 list of brands with fake followers. The study also found that mid-level influencers (those with 50,000 to 100,000 followers) typically have about 20% fake followers. Some Instagram Influencers may buy likes and comments, some may be part of comment pods where other fake influencers engage with their posts, and the list goes on. When brands are not reaching real consumers who will be interested in their products or they don’t see a return in the money they spend on influencer marketing, it could be because they are caught up in a web of lies and fake followers.

Now, in most cases, it’s not the brand or the Influencer’s intention to be plagued with fake followers. Instagram has created machine learning tools that will help remove inauthentic activity but there are just so many of these fake follower/bot companies coming up everyday and creating accounts that attach themselves to everyday Instagram users, including Influencers, that a simple unknowing login credential share could share your information with other third-party apps.

The one key thing you need to understand, is that Influencer Marketing is a game and it’s not all about numbers; it’s not about how many likes you get in a picture or how many followers you have in your account. It’s about engagement. About how people organically interact with your Influencer and the products/services being showcased in their feeds. Once you understand that the game takes time but the rewards are big, you’re on the right track to revolutionizing your strategy.

The one key thing you need to understand, is that Influencer Marketing is a game and it’s not all about numbers; it’s not about how many likes you get in a picture or how many followers you have in your account. It’s about engagement.

Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic, and website conversions. He came up with five smart tricks to identify fake Instagram followers that could save your campaign and marketing dollars. Take a peek and get your study on:

  1. Look for unusually low engagement rates

  2. Analyze the quality of interactions

  3. Examine their follower profiles

  4. Analyze their follower growth rate

  5. Analyze their audience quality

Fake followers can be bots, or real people who artificially boost their following and engagement by paying for it. Their goal is to create accounts that, on the surface, may be of interest to advertisers, but fundamentally, do not influence many people. People will go through great lengths to collect the pot of gold at the end of the rainbow, and even more if that pot of gold will get them free stuff and a good paycheck without actually having to put on the work, and you as a brand need to keep an eye on the people (not influencers) you trust your brand with.  

So, bottom line is, do your homework! Don’t get mesmerized by the high amount of followers and so called “Influencers” that don’t have any influence at all. One of the first stages of rolling out a successful marketing campaign is choosing the right person to work with. This can be a very time-consuming process, but when done right, it will sow great benefits. So next time you get starstruck high numbers, ring that fake follower alarm and analyze harder.

The good news is that we can talk the talk and walk the walk by backing up what we say with hard data. The greatest thing the #GNBFamily can offer to your campaign and brand is the variety and multiple personalities that are part of our group.  From stylish fashionistas, to kitsch photographers, to world travelers- you name it, we have it. It’s all about knowing your essence and applying it to your strategy to work with the right influencer. At the very end, that’s what we do, influence.

Let us listen to you and your ideas and wow you with a strong Influencer Marketing strategy. Let’s collaborate and celebrate strategies for your brand. See if we have the perfect profile to what you have in mind. Check out our roster and let’s get down to business!

Were you a Good Brand this Year?

Let’s get trendy for 2019!

Let’s face it, we’re at the edge of the year and the time has come for your company to count its blessings and its mistakes in order for you to regroup and have your brand be a better version for this upcoming year.  

Think of it as grading yourself, you have to be honest and admit to yourself where things went right or wrong. This exercise is not meant for you to get judgemental, but it’s like we always say: evaluate, analyze and optimize.  

Why is this so important for you to do? The answer is simple. Know your brand at its best, because if you get to know your brand, you get to see the full potential of what it can be and you can work and drive your strong points while also nurturing your weaknesses.  That being said, will 2019 be your brand’s year then?

“Know your brand at its best, because if you get to know your brand, you get to see the full potential of what it can be and you can work and drive your strong points while also nurturing your weaknesses.”   Photo courtesy of Spencer Goulding (   @spencergoulding   )

“Know your brand at its best, because if you get to know your brand, you get to see the full potential of what it can be and you can work and drive your strong points while also nurturing your weaknesses.”

Photo courtesy of Spencer Goulding (@spencergoulding)

Maybe it’s time for you to start recruiting some allies to join the revolution of your brand in 2019. Yes, my dear, of course we’re talking about Influencer Marketing and it’s time we talk about trends. According to socialmediatoday.com here are some of the biggest influencer marketing trends for 2019:

  1. Influencers Become Entrepreneurs. You have probably seen this here and there, but you will see it a lot in 2019. Influencers turning their names into brands or businesses is a great tool to drive engagement and increase your reach.

  2. Disclosure of Sponsored Content. Have you fallen victim of buying one of those useless weight loss products that the Kardashians shove in your face almost every damn day? We feel you. Proper disclosure of sponsored content will play a key part in Influencer’s strategies next year, so keep an eye on that.

  3. Influencer Podcasts. People find Influencers more relatable and real when they share more intimate aspects an personal details about their lives. Podcasts are a great way to go a step further in doing so.

  4. Fighting Fake Followers. This is a big one and one near and dear to many of the Influencers in our roster. More software and data are coming up everyday to fight the hard battle of spotting fake followers. Do your research about this one because this one will help mostly you. With these tools, you can easily spot the real ones that will work better with your brand. There’s a great book on how to spot fake followers that we really recommend. Take a peek and go to school, boo.

All of these are categories with a lot of potential that have been developing this year and will be significantly increasing in 2019 and, honey,  you better find a way to connect with some of these trends. We’re always talking about the organic feel and these five trends focus on that feeling specifically.

Are you still wondering why Influencer Marketing works? Connection, connection, connection. Humans being humans and connecting with brands. Influencer Marketing has proven to be one of the most effective forms of connecting with a community, an in 2019, many of the techniques and approaches that were popular in 2018 will still be in use. But there are key trends that brands should be aware of if they want to expand their success in 2019.

Let’s be thankful for all the adventures we had in 2018. Thank you to all our clients for allowing us to work with them and help them co-create strategies that allowed them (and us) to grow.  The #GNBSquad is so ready for 2019 and we would like you to be ready as well. Don’t be shy! Go browse our website, see how we run things around here, meet our squad, be mesmerized by our media kits and let’s make 2019, your year!

Do your customers even know that it’s Christmas?

Can you believe it? Santa season is coming! For your brand, it means that you only have 19 more days to make your strategy work and get on your customer’s wishlist. But what is your content strategy saying about Christmas? Is your company taking advantage of this popular temporary season and applying it to its brand strategy? Sure, you have some Christmas decorations and a little hat over your logo on your social media posts, but at this point you have to ask yourself, is that really enough? Do you consider that a real Christmas strategy?  If so, we need to have a serious talk, boo. So, don’t be a Scrooge and let’s get into this.

After Cyber Monday being the heaviest day on digital sales, your brand is now on a thirty-day war between Cyber Monday and Christmas. Why is this important? Because you want your brand to stand out from the others and sell some good Christmas gifts before 2018 ends.

According to the book Holiday Shopping 2018 A Strong Economy Sets the Stage for a Spending Surge, 2018 US holiday ecommerce sales are expected to grow 16.2% this year, summing up to $123.39 billion. So how much of holiday e-commerce spending will be m-commerce? E-commerce will be increasingly driven by mobile commerce, which is expected to jump 32.6% and will account for 44% of holiday ecommerce spending.

After Cyber Monday being the heaviest day on digital sales, your brand is now on a thirty-day war between Cyber Monday and Christmas. Why is this important? Because you want your brand to stand out.   Photo courtesy of Lizzie Darden ( @lizzie_darden )

After Cyber Monday being the heaviest day on digital sales, your brand is now on a thirty-day war between Cyber Monday and Christmas. Why is this important? Because you want your brand to stand out.

Photo courtesy of Lizzie Darden (@lizzie_darden)

Now, let’s take a step back and get on our time machine, because it’s time to go back to Christmas season 2017.  Get on your DeLorean and go back in time, because data is value and we need to learn from our mistakes and successes from past seasons. What was your top item last year on web sales? What item was low on views and clicks? By analyzing your data, you can review the steps that you can replicate and what you can improve. Because data is what, kids? Fundamental.  

If you want to review all your past data, nothing like a quick view in Google Analytics for you to review, analyze and learn to be 2018 Christmas ready.  If you need a little push, here’s a couple tips on how you can start preparing yourself:

  1. Optimize for mobile

  2. Take advantage of email marketing

  3. Look into driving SEM and PPC

  4. Influencers, influencers, influencers, baby!

As usual, let’s break it down with that last one. Influencers can help increase user engagement with a brand in several key ways. They can:

Influence (Duh?). They can give that organic feel we love so much by tagging your brand and using high quality but very natural posts featuring your brand.  This will help increase brand conversations on Instagram which are really important for the algorithm. By tagging brands in their posts and featuring the product in an authentic way, influencers help increase conversations about the brand on Instagram.

In the Instagram community, an influencer’s followers are more likely to see your brand surfaced in the Explore tab if they liked and commented on a sponsored post by an influencer they follow. They’re also more likely to follow your brand and see your tagged shopping posts surface on their feed.

Create. To increase the chances of being followed on Instagram or capturing the attention of potential customers or followers, your content needs to be king. High quality photos and videos that feel authentic to the channel are more likely to generate engagement. People say authenticity is important when deciding what brands to like and support. Authentic influencer produced content can be re-posted by brands on their feed to give people the social proof that they need to want to support your brand. Again this is the organic feel, because it’s not portrayed as sponsored or even paid. That’s why we know see more collaborations with influencers more than ever.

There’s the perception that influencer marketing is solely for brands with deep pockets, but this isn’t necessarily the case. Increasingly, there’s a growing trend towards brands collaborating with non-traditional and micro influencers, who don’t demand nearly the same price tag as well-established digital talent.
— James Murphy, Chief Executive of ad agency Adam & Eve DDB.

If you feel like your brand is not feeling the Xmas feeling, let us know! We know we’re ready! Let us hook you up with a badass Influencer Marketing strategy, our #GNBSQUAD is holiday sale ready and we can create that magical feeling for you. Take a look at our roster, choose your favorite elf and see how we do.