research

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.

Enjoyed Turkey Time? Put Some Influencer Marketing Gravy in your Strategy

Here we are. Congratulations! You made it. Thanksgiving is over and Black Friday is here, what a beautiful time to be grateful for so many things in life. If you’ve been following our series about holiday marketing, you’re pretty much set for your Black Friday and Cyber Monday strategy. We’d like to end our fall strategy saga with the cherry on top of the cake: Influencer Marketing. Get ready because this is your last chance to get a piece on that shopping spree cake. Let’s talk business.

According to Shopify, 2017 holiday ecommerce demolished all records to date:

  • $1 billion every day Nov. 1-22

  • $1.52 billion on Thanksgiving

  • $5 billion on Black Friday

  • $6.6 billion on Cyber Monday

  • $108.15 billion overall

Buyers from Influencer Marketing write more product or company reviews than the average consumer.
— @globalwebindex

WOW. Are you speechless? Well 2017 was good money but 2018 will be bigger. Let’s talk about why you should double your efforts with your Influencer to close out the season.

Instagram Influencer Marketing Growth

The decline of traditional TV and the growth of social media have given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020. Instagram is one of the most quickly developing segments of the growing Influencer Marketing market. But lack of transparency and reported metrics with regards to advertiser spend mean that there’s no official tally on the size of the Instagram Influencer market. So to estimate the size of that market, a projection based on research was created.

From micro-influencers making $50 per post to Instagram superstars like Ariana Grande that command half a million dollars per post, the Instagram Influencer market runs the gamut in terms of following, audience, and engagement; but it has even the biggest brands buying in. Target, H&M, Adidas, Samsung, American Express, Toyota, Fairmont, Microsoft, and many more brands are finding ways to partner with Instagram influencers to reach audiences.

Value your Influencer Content Higher than Ads (Because your Buyers Do)

Nielsen Catalina did a remarkable study comparing Silk Almond Milk purchasers exposed to influencer content about the brand to a control group that was not exposed to that content. For every 1,000 people, the influencer-content shoppers spent an average of $285 more on almond milk. The influencer content was 11 times more effective than banner ads in terms of driving real sales lift.

Well-constructed influencer marketing can drive sales, but the measurement must be built from the beginning. At times, correlated sales lift is the only realistic measure based on budget or limitations of the sales channel. And whether that correlation is “clean” depends on what else is happening in the marketing universe.

Massive Shopping, Massive SALES, Massive money spent. But brands are all about connection now, how that sale made that customer feel about the brand? Will the customer be spreading the word of a good sale through all their social media or will this purchase be just another thing that they bought because it was on sale. How does the brand feel about the sales? What about the upcoming new clients who are approaching by any content or influencer marketing strategy?

Powerful and Meaningful Strategies

Influencer marketing can help you attract new audiences, increase engagement, promote your products, and boost revenue. In fact, influencer-created content can also help you boost the conversion rates of your ads.

Influencer marketing can help you attract new audiences, increase engagement, promote your products, and boost revenue.   Photo courtesy of Rebecca Stice ( @aclotheshorse ).

Influencer marketing can help you attract new audiences, increase engagement, promote your products, and boost revenue.

Photo courtesy of Rebecca Stice (@aclotheshorse).

Let’s review some powerful and meaningful strategies to give a quick twist to your brand in order to connect and engage more with your possible customers by using Influencer Marketing. Some of these we’ve mentioned before but let’s go through them with this point of view in mind:

  • Provide Creative Freedom: Influencers are a creative bunch. They know their audiences and their interests pretty well. If you’re overly restrictive with your content guidelines, rest assured that they won’t be able to deliver their best work. And that can significantly affect your engagement.

  • Be Generous: If you truly care about generating significant engagement from your Influencer Marketing campaign, you need to be generous. That includes, but isn’t limited to, compensating influencers fairly for their work. To create compelling content, influencers invest a lot of their time and energy.

  • Promote Unique Brand Stories: How you portray your brand to your audience is very important when you are trying to connect with them. Your messaging needs to convey your mission and values in a way that your followers can understand and relate to. In fact, 45% of a brand’s perception is derived from what the brand says and how they say it.

  • Leverage Micro-Influencers: Though micro-influencers have far fewer followers than their peers, they can help you drive much better engagement. In fact, 82% of consumers are more likely to follow recommendations from micro-influencers than an average person. Micro-influencers share close and trustworthy relationships with their audiences that help them influence people. That’s why many e-commerce brands consider working with them as one of the best influencer marketing tactics to drive more product sales.

So, as you can see, Influencer Marketing is only growing as brands see positive results. Instagram Influencer Marketing alone is expected to reach $2 billion by 2019. As those numbers increase across platforms so will the expectations be put upon content marketing teams by upper management.

So if you’re ready, stay ready because November is ending but December is coming and Christmas is just around the corner. We know we’re ready! Let us hook you up with a badass Influencer Marketing strategy, our #GNBSquad is HOLIDAY SALES ready and we can create for you. Take a look at our roster and see how we do.