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Influencer Marketing

4 Emerging Influencer Marketing Trends

Influencer marketing has become an essential part of any digital marketing strategy. Bloggers have catapulted over the last decade from obscurity to near-celebrity status, using agents in many cases to broker sponsorship deals that can reach tens of thousands of dollars for a single Instagram post. As a result of these hefty price tags, brands have begun to look more closely at the potential value of each collaboration to build loyalty, awareness and, ultimately, sales.Although Instagram followers has become the ‘influence standard’ for many brand marketers, there is increasing importance placed on conversions and hence more emphasis is being placed on direct blog traffic, time spent on the site, and other factors that indicate strong engagement. Some emerging digital platforms that connect bloggers with brands for collaborations have gone as far as providing access to bloggers’ Google Analytics, which has become a game-changer for brands when assessing potential conversion and relevance of an influencer for a particular campaign. (It’s important to note that not all platforms offer this level of transparency. Before signing up with any service that coordinates blogger collaborations, brands should always check if this data is available.)Given the growing trend toward transparency between brands and bloggers, here are four influencer marketing trends we expect to see over the next year:

Brands and Bloggers Will Communicate More Directly

With digital platforms making it much easier for brands and bloggers to communicate and negotiate more efficiently, the traditional role of a blogger talent agency will change. Brands will realize many benefits of this direct engagement including more creative collaborations that generate greater levels of genuine brand messaging to a more deliberate and targeted audience. We will see greater levels of  enthusiasm for a wider variety of brands, as bloggers have increased visibility of all opportunities available and will be able to make more informed choices about those that are suitable to their audience and style. They will have greater control over their messaging, partnerships and in turn their success.

Brands Will Utilize a Greater Variety of Bloggers

With blogger research and outreach so time-consuming, collaboration opportunities have often gone to the same handful of top influencers. With the rise of digital platforms, one of the rising influencer marketing trends that expect to see is a wider variety of bloggers involved in influencer marketing campaigns and an increase in collaborations with niche bloggers whose small, yet loyal audiences have high conversion rates.

Brands Will Use Influencers to Grow Their Own Social Media

In a trend that walks the line between influencer marketing and content strategy, we expect that brands will engage influencers to help build their own social media networks and audiences through Instagram takeovers, guest posts and partner events. We also expect that brands will start to publish more of their own content on their blogs, Tumblr accounts and other mediums, engaging influencers to catch their attention and spark relationships.

Bloggers Will Embrace Traditional Blogging

Many top ‘bloggers’ have diverted their attention away from traditional ‘blogging’, opting to express themselves through Instagram and Snapchat – but the emerging value of strong Google Analytics and clear conversion data may in fact inspire bloggers to strengthen their own domain names. As brands start to evaluate key metrics including audience demographics, time spent on the blog and overall digital influence, we expect bloggers to respond by balancing their efforts more evenly across their own web assets and social networks. Having a strong owned presence rather than relying on the platform du jour will help bloggers expand their brand presence and retain their longevity regardless of which social media platform is most popular today…or tomorrow.

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Why Global Advertisers Are Ditching Celebs For Little-Known Instagram Artists

It was all about selfies for Christine Adelina, until May 1, 2014. That’s when the 22-year-old student and obsessive Instagram poster from London learned her large following on the photo-sharing app could translate to some decent income. After attending a meetup for Instagram “influencers,” she switched from bedroom and bathroom selfies to artistic portrayals of the world around her, now spending at least three hours a day on the app.

And brands are gawking — handing over ad dollars to Adelina and other so-called influencers, anywhere from $300 to thousands of dollars depending on the deal, to join their marketing campaigns. While some sponsorship deals simply reward users with gifts for sending out company-related Instagram posts, others are contracted.

Take Nabisco’s #PuttingOnTheRitz campaign, for example. That marketing strategy to promote new Ritz Crisp and Thin crackers — to which Adelina and a handful of other contracted influencers submitted two photos for this June  — reached 7.5 million people. One post from British blogger Tanya Burr, who boasts 2 million Instagram followers, drew 110,000 likes.

It’s the latest sign that Madison Avenue and its counterparts worldwide are recognizing the pitch power of organically born social media stars like Adelina and Burr. They can be just as influential, or even moreso, as celebs like the Kardashians. Consumers, the thinking goes, may connect more readily with individuals who lead lives like their own. “For ‘Putting on the Ritz,’ we were very interested in getting people involved. The campaign seemed more real,” said Jana Soosova, social media campaign manager at London-based PHD Media.

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While Instagram influencer Christine Adelina’s post was not the highest traffic-driver for the #PuttingOnTheRitz campaign, Nabisco paid for and endorsed the submission as part of its marketing strategy.  Instagram Screenshot

Earlier this month, Instagram introduced its first ad product for businesses. The system allows companies to quickly create standard ads, target them to selected users and include direct-response buttons (like “Buy Now” as seen on Facebook, Twitter and Google). The move will spur more ads on the Facebook-owned photo-sharing app — and fuel Instagram’s predicted rise to $2.8 billion in revenue by 2017.

But there have always been ads on Instagram, some of which have been embraced by the over 300 million-person active community and have enthralled some forward-thinking brands with big budgets like Coca-Cola, L’Oreal and Asos. Rather than sign contract after contract with celebrities, who boast the biggest follower counts on Instagram, some companies have latched onto the artists that have helped build up the young, but fast-growing network.

“Usually the campaigns are more creative, more advanced than you would see on other networks. Whoever is creating the ads puts more effort into the process,” said Soosova.

A New Network

Unlike YouTube’s Partner program or Twitter-owned Niche, Instagram does not have direct ties to a professional network of creators. But entrepreneurs have stepped in — since Instagram’s early days — to fill the role of connecting eager brands to power influencers and help sign, seal and deliver on contracts and campaign expectations.

“We see plenty of agencies pop up. Anyone can scrape Instagram and get 20,000 names together, but having the relationships and knowing how to run a campaign is a different story,” said Francis Trapp, founder and CEO of Brandnew IO, an Instagram-focused marketing company based in Berlin.

Trapp, who did time in banking, consulting and finance and boasts a passion for photography and advertising, started building a network in 2013. He dug through the app, then only a recent acquisition of Facebook, for interesting accounts and reached out. He now oversees a network of 1,500 influencers across 60 countries and has coordinated 130 campaigns. Trapp projects $2.2 million in revenue this year.

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Brandnew IO is a marketing company focused on Instagram campaigns. The team has worked with international companies, such as Spotify and L’Oreal, to run long-term campaigns with influencers rather than celebrities.  Brandnew IO

Marketing teams, such as PHD London, have come to Trapp for help finding influencers. Trapp’s list does not include the biggest names on Instagram, like Justin Bieber (23.8 million followers), Kim Kardashian (23.5 million) or Beyonce (22.2 million). Some companies, such as teeth whitener Cocowhite, target those celebrity endorsements, Jezebel reports. But when marketers come to Trapp, that’s not what they are after.

Adelina is not shy to admit her labor can come cheaper, and more easily negotiated. Not only that, she brings her own photography skills and artistic influence, which she describes as vintage-inspired, into each post.

“Instagram influencers are not the people who are just taking their products and snapping a quick photo. I think companies see the potential in the photography enthusiasts who took the time to create a picture,” Adelina said.

Treading Lightly

Facebook has been moving slowly to develop Instagram into an advertising powerhouse, like its main site has become. “We’re very, very cautious. Instagram remains small relative to Facebook, and it’s really going to take time,” Chief Operating Officer Sheryl Sandberg said during the company’s earnings call in July. Facebook does not break out revenues for the site.

Facebook acquired Instagram in 2012 — two years after its launch — for $1 billion. At the time, there were about 30 million accounts on the app. That has since jumped to 300 million monthly active users who share 70 million photos a day.

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Facebook does not breakdown the revenue by its assets, including WhatsApp, Instagram and Oculus. The company has generated $7.5 billion in ad revenue, so far, this year, as shown in the above investor’s chart. Marketing firm eMarketer predicts Instagram could fuel $600 million in total for 2015.  Facebook

Influencers have emphasized that the company should be careful not to frustrate the power users and consumers. How Trapp views an Instagram post: “It’s a beautifully taken shot in your everyday life.”

“I think this community thrives on creativity,” Adelina said.

“My Instagram style is very minimalistic and whimsical,” said Kerstin Hiestermann, a mother of three who boasts 278,000 followers.

With Instagram’s new system, marketers can generate ads with a click, and the formalized system is just starting. For now, not all sponsorship campaigns need to be approved by Instagram, as long as they fit the terms of service.

That’s not the case for YouTube, where creators must inform the site of product placement and these can only be done by official partners. Google can remove a video if it does not meet standards or if pre-roll ads, from which YouTube takes a 45 percent cut, conflict.

Instagram is now tapping into its own ad cut for revenue, and eMarketer has predicted that the app could generate $600 million in sales this year.

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Ask a Blogger: How Exactly Do Fashion Bloggers Make Money?

Instagram via @Marianna_Hewitt

Our new column, Ask A Blogger, with Marianna Hewitt of LifeWithMe.com, will explore the fascinating world of fashion bloggers—from behind-the-scenes of picture-perfect Instagrams to how to successfully grow your social media following. This week, Marianna shares the most common ways that bloggers make money.

We’ve officially entered the age where bloggers have really crossed over from simply running their own personal sites to starring in campaigns, commercials and even on magazine covers. Now all forms of social and digital media are allowing bloggers to really succeed in running their own business.

Earlier this year the New York Times ran an article revealing bloggers success at getting brands more sales, “When it comes to the sales, the digital girls are making those…We see higher conversions”—marketing jargon for converting web visits into sales— “off those girls than we do with celebrity placement that we might have paid money for,” Tracey Manner​, a PR spokesperson for Botkier revealed.

Now that companies see digital influencers and bloggers starting to drive more sales than celebrities, brands are building more campaigns for influencers into their marketing budget. Ultimately, this means that bloggers have much more room to earn a profit through various different mediums. Here are some of the typical ways that a blogger can make money:

1) Affiliate links: Sites like RewardStyle and ShopStyle use affiliate links on blogs to link directly to products that the blogger is wearing or buying in photos and posts. In turn, bloggers will then get paid based on either clicks or a percentage of total sales made from their posts.

2) Sponsored content: This is paid for by the brand through blog posts, Instagram, Youtube videos, Pinterest collaborations—whatever medium they choose and usually is a combination of all these outlets together. Lately it has become more transparent in blog posts by using the hashtags #ad #sponsored or “in collaboration with” to indicate that the content is sponsored by a brand.

3) Collaborations: Bloggers often do collaborations with brands that have similar style aesthetic or audiences. This year I collaborated with House of CB for a collection that was seen on Jennifer Lopez, Gigi Hadid and Kate Hudson. Because of the success of the first collection, the company and I are working on another collection for Spring/Summer 2016.

4) Marketing campaigns: These are different than sponsored content, instead of giving a blogger something to create on their personal site, it’s done by a company’s marketing team and lives on the company’s site, is promoted by them but also shared on a blogger’s platform. A good example of this is Clinique’s current Face Forward campaign with Tavi Gevinson, Margaret Zhang and Hannah Bronfman.

5) Classes: If an influencer or blogger has a niche, they can teach it to others through seminars, paid online classes or one-on-one sessions. The Fashion & Beauty Blogger Conference Simply Stylists hosts both small panels and large conferences around the country allowing bloggers to partake in speaking opportunities. Individual bloggers host these panels and classes to teach Instagram skills, DIY projects or photography.

6) Photography & other creative services: Because so many of us take photos of ourselves, some get really good at taking and editing pictures which leads to the point where other companies and fashion brands now hire bloggers for their photo skills.

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How Influencers Are Helping Capital One Reach Millennials on Instagram

Dive Brief:

  • Marketers are finding Instagram an enticing platform to reach the millennial audience.
  • Capital One took advantage of social media advertising by utilizing three influencers from among the platform’s users for its “What’s in your wallet?” campaign.
  • This approach also provided Capital One with inroads into the Gen X and Baby Boomer audience.

Dive Insight:

From among the social media landscape, Instagram and Snapchat have millennial-heavy audiences — and marketers are taking advantage of the platforms’ reach.

“[Instagram is] a rich place to reach [millennials]. Instagram is more compelling than Pinterest or Tumblr — just given the audience sizes and growth,” Noha Abdalla, Capital One’s senior director of digital brand strategy and social media, told Adweek.

The three Instagram influencers were given access to Capital One’s account to post images and videos based on the ongoing “What’s in your wallet?” campaign. Nine pictures were turned into Instagram ads, and according to Capital One, ad recall among all consumers rose to 16%. (It jumped higher for Baby Boomers to 25%.) Specifically among millennials, Capital One’s brand favorability increased 3%.

About the effort, Abdalla said, “Many people carry around a wallet that has something sentimental in it other than what’s functional. Oftentimes, that memory is an indicator of something in the future.”

Beyond reaching the millennial audience, Capital One found the campaign achieved impressive recall from Gen Xers and Baby Boomers as well. Because of the success of this effort Capital One intends to utilize user-generated content in multi-channel campaigns, including Instagram’s carousel ad units.

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The Crazy Response Fashion Bloggers Get When They Take a Break

Aussie fashion blogger Nicole Warne, known by her 1.3 million Instagram followers and 29.4K Twitter followers as @garypeppergirl, caused a bit of a scare for her loyal fanbase recently. Warne went off the grid for nearly two weeks — and people freaked out.

Warne’s last post before her unintentional hiatus garnered over 800 comments, ranging from curious (“Where did she go”), to concerned (“You have been missed!” and “Where have you been? Is everything okay?” and “I hope you have a well deserved break love, and get well soon, we all miss you!”), to a little confrontational (“She is killlllin me.” and “Why aren’t you posting on Instagram anymore?”).

“WHERE HAVE YOU BEEN? IS EVERYTHING OKAY?”

– FASHIONISTA_TRAVELER

Wrote Warne on her “Hi, I’m alive” Instagram post on Monday, “This is easily the first time in my life I’ve ever taken such a long break from Instagram and I didn’t realize it would have so many of my friends, family, and all of you concerned. It was not intentional, so please know there’s nothing to worry about.”

The reason for Warne’s brief social media break was a gig as “creative director for a covetable commercial campaign.” “It’s consuming all of my focus and energy, so despite the stress/pressure, I’m incredibly excited to have had the work I do behind closed doors lead me to an opportunity like this,” Warne wrote. We think a vacation not spent jockeying for the perfect ‘gram shot would (or should) have also been a perfectly acceptable reason to be disconnected for a bit.

“Having to be constantly present is literally the worst thing about working in social media. I don’t really dare to research into it — ignorance is bliss! — but I’m sure it’s bad for my mental health,” blogger Zanita Whittington says. “Lately, I’ve been posting less and less on Instagram and more on the newer forms, like Snapchat and Facebook Live. I’d absolutely love to have a week or two away.”

Being a blogger has segued from the frivolous vanity project of a wannabe street style star to a viable career path. Case in point: Whittington and Warne were featured, along with The Blonde Salad’s Chiara Ferragni, on the cover of Lucky (RIP) back in February. Putting bloggers on a glossy cover was a big deal — that’s coveted real estate usually reserved for Tinseltown’s biggest stars, music heavyweights, and the occasional model. A pop star has albums to make, tours to perform, and press junkets to promote themselves; Hollywood notables have similar to-do lists, swapping in screen time for hours in the studio. Bloggers are expected to create content and interact with followers, to be continually “active” and “available” to a degree that more traditionally famous folks are not. They’re also expected to turn quiet, personal, private moments into shareable content.

For some big fashion bloggers, the omnipresence factor exists, but it’s not a problem. “WeWoreWhat is a 24/7 job, so of course there is pressure to always be ‘on’ — loving what I do definitely makes it a whole lot easier,” WeWoreWhat’s Danielle Bernstein says.

Perhaps it’s a sign that we’re entirely too tethered to our technology — and we want our must-follow social media superstars to be equally, if not more, on. Or maybe being constantly reachable, like-able, and re-‘gram-able a necessary evil of the (quite plummy) job of being a successful fashion blogger. There are much worse gripes one could have about a gig.

“When life and work gets busy, or you lose momentum and/or inspiration and can’t meet [readers’] expectations, it can feel like you’re failing…on top of that, hundreds of thousands of people are waiting for your next post — and there’s pressure that whatever you put up next better be amazing. Or at least you need a good reason for the hiatus to prove that you’re ‘really busy’ with ‘lots of meetings,’ ‘collaborations,’ and just being a goal-kicking, high-achieving entrepreneur,” says Sara Donaldson of Harper & Harley. “Sometimes, it’s just a simple fact that you would rather not be on your phone and instead, live your life in the present.” Amen to that.

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The Most Popular Beauty Brands on Instagram—and What They’re Doing Right

Instagram has created fitness stars, become an advertising home base for bloggers, and is critical to models’ careers. Now, it’s boosting business for certain beauty brands. As reported by WWD, a new study by Engagement Labs Inc. has revealed the top makeup brands on Instagram and the results may surprise you.

So who’s killing it on the photo sharing app? Anastasia of Beverly HillsBenefit, and Tarte, which each have more than 1 million followers. The former company takes the top spot with 5.7 million followers, and Engagement Labs said that it connects with its audience by reposting images of influencers using its products, which overall might be the winning strategy for success.

Scroll through ABH’s feed and you’ll see a variety of pics featuring perfect makeup looks for inspiration. Anastasia was actually one of the first beauty brands to work with Instagram “influencers” the way that others have worked with bloggers or vloggers in the past. The company has already partnered with some of the most influential makeup artists on Instagram such as @Amrezy and @DressYourFace on product collaborations as well—being the first of its kind to do so.

Both Tarte and Benefit also work very closely with influencers—bloggers and vloggers alike—by reposting looks that include their products and providing shout-outs to them. Benefit happens to be ranked highly across Facebook, Twitter and Instagram, and the brand follows a similar strategy across all three, constantly asking for consumers’ opinion on makeup looks, products and more. Plus, they work to provide witty quotes and useful tutorials across all of the platforms as well.

Considering how much time we spend scrolling through pictures every day, it’s at least nice to know that we might discover a new makeup hack in the process.

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Master the Art of Social Media in Just Seven Days

A study by the European commission found that 61% of European SMEs use social media (pdf) and those that do appear to be better off financially than those that don’t. Another survey by Hiscox reported that 27% of SMEs using social media to support marketing efforts said they did so to increase brand awareness and a further 15% use social media to boost sales.

There’s no denying that in order to reach your audience on a more personal level and to stay competitive in the market, social media is key for most small firms. Here’s how to master social media in just seven days:

Day 1: choose a channel

Research where your audience hangs out online. It is a common mistake, and extremely time consuming, for brands to set up accounts on an array of platforms – deciding where your brand will perform best can save time and resources. Colour expert Pantone, for example, performs really well on Pinterest by carefully considering its visual nature and the types of people and creative industries that would follow it.

Day 2: know your audience

Awareness of what your audience wants to talk about, what interests them and what will encourage them to share will form the basis for your online conversation. Find out who they are, what they expect from brands across channels and speak to them on their level. Your consumers may be more engaged with competitions over Facebook rather than Twitter, for example, so adjust your strategy accordingly.

Day 3: start a two-way conversation

The beauty of social media is that it makes brands appear human by the way they can interact online. But like any human conversation, it can’t all be about one party. Responding to comments, answering questions and joining in the conversation will give people a more personalised experience of your brand.

Innocent drinks’ Facebook page is a great example of a brand that knows its audience, and what this audience wants to see. The brand doesn’t take itself too seriously, using humour in its social media posts and even sometimes its customers’ comments.

Day 4: draw up guidelines

The teams in charge of your social media, whether it is managed in-house or outsourced, should be given guidelines on the tone and content of conversations online. Guidelines will differ between brands. Some will allow their social media team to adapt to the most natural style of conversation, while some will define and enforce a more specific voice. The way you want your brand to be portrayed – friendly and chatty or assertive, informative and persuasive – should determine how you approach the development of these guidelines.

Day 5: match your brand

As well as adhering to your followers’ personalities, it’s also important to keep in-line with your brand’s personality. Our business toxicfox.co.uk sells thousands of gifts under the categories ‘LOL’, ‘OMG’ and ‘WTF’ and so content online is built to match this, often including humour and shock tactics which resonate with both the company and its consumers

Day 6: find some influencers

People with an influential presence on social media and that hold importance with your target market can be a golden ticket for your brand. Identify people online with a contextual fit, quality content and a high reach, and form a strategy of how to work with them.

For instance, this may be a celebrity you can send products to, or someone you can form an ongoing brand ambassador relationship with.

Day 7: testing

When your social media strategy is up and running, analysing how things are working can help develop your plan. Observe what time of day your posts get the most engagement – this will vary between industries and between B2B and B2C companies, so it’s important to see what works for you. Consider the types of posts that are encouraging the most engagement. You may find you’re losing or gaining followers after certain types of posts. Gathering all of this information and adjusting your strategy will bolster your performance online and will help you gain some valuable insight.

[By Matthew Rogers] [Read More]

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How a ‘Talent Manager’ Can Take Your Social Media Skills to the Next Level

So you think you’ve got social media clout? You consider yourself a potential “influencer”? You attract impressive numbers of page views on your blog or “likes” on Instagram but you’re not sure how to monetise it?

Perhaps it’s time you found yourself a talent manager. If you’re anywhere near as good as you think, there might be some money in it. Top earners can pull in millions of dollars, digital media talent agencies say, with payment for Instagram posts ranging from $300 to $2000 and blogs anywhere between $1000 and $10,000 a post.

Talent management agencies have been evolving at a rapid pace since they worked out there was serious money to be made. Their role is to represent social media personalities with large Instagram or social followings, and those who have blogs with large amounts of traffic and loyal followers. Twitter doesn’t appear to have as much traction.

These “creative hubs” make money by taking a cut of both sides of any deal they arrange between a brand and “content creator” or “influencer”. One of the first to hit the Australian market was Sydney-based Ministry of Talent, which launched in 2012 with a couple of girls known in social media circuits as They All Hate Us.

CAUSED SELL-OUTS

Best friends Tash Sefton and Elle Ferguson quit their day jobs in retail fashion to concentrate on a fashion blog and Instagram feeds that caused sell-outs in the world of denim. These days they have 242,000 and 483,000 Instagram followers respectively, and attract about 2.5 million visits to their blog each month.

These numbers are vital, their manager and Ministry of Talent director Roxy Jacenko says.

“Numbers are important. It’s like when you book an ad – you look first at readership and circulation, and the third consideration is the look and feel,” Jacenko says. “Some of these people have huge followings, at times bigger than magazine circulations and readerships.”

Over the past two years brands have increasingly been collaborating with such influencers to tap markets broader than those available though traditional media channels, says Katherine Moses, talent manager at Sydney’s Chic Blogger Management.

“Media agencies are now dividing their budgets across not just TV and print but also social media – splitting it into Instagram, Facebook, blogs and websites,” Moses says. “It’s really picked up over the past eight months and I don’t see it slowing down. All the media agencies and brands are planning to spend with these types of people in the next financial year.”

Kate Bensimon, of new Melbourne social media management outfit The Co Collective, agrees.

“All the corporates are paying attention now,” Bensimon says. “Some brands are 100 per cent in already but others will be more of a slow burn. They know they have to be in there and they’re dipping their toes in a little. They’re not yet fully immersed, but in the future they will be. I don’t think they’ll have a choice.”

DEVELOPING POTENTIAL STARS

Talent management agencies have responded by taking on and developing more potential social media “stars”. Later this month, for example, another Sydney agency, Max Connectors, plans to announce an expansion of its stable of beauty and lifestyle influencers from the 10 it’s had since it opened shop last year to 20. Its original talent includes Lauren Curtis, Australia’s number one beauty YouTuber with almost 3 million subscribers to her channel, 1.2 million followers on Instagram and 1.7 million likes on Facebook.

“Since inception, [business] has gown exponentially, with a huge spike in the number of requests and bookings for talent,” owner Lynette Phillips says.

Ministry of Talent offers concierge and PR capabilities to its influencers to help them improve their craft and extend their reach, thus improving their numbers and their earning capabilities.

And this talent is affordable, which is propelling them into “filler talent” status –  they have a profile, of sorts, and are accessible to advertisers without the budgets to pay for the likes of Elle McPherson, Kylie Minogue or Cate Blanchett.

But you have to be at the top of the game to be invited into the serious money.

An ability to take a pretty picture or attract big numbers is not enough get you there, Jacenko says. It’s also about how you handle yourself.

“They have to be able to go on The Morning Show, or give their commentary on the red carpet at Cannes Film Festival,” she says. “They have to be able to communicate. They have to be confident.”

THINK AGAIN

For those who think they only need to fake it to make it, think again. It’s hard maintaining the kind of momentum and quality that’s required to break into – and remain in – this social media game.

“We’re about keeping our brand quite niche and sophisticated,” Moses says. “All the influencers we have on board – all their content, all their imagery, the way they write – everything is top-standard.”

In other words, professional photographers are hired to shoot a job rather than making random use of an iPhone. Successful influencers are expected to post at least one to two blogs a week and upload on Instagram at least three times a day. And, of course, they have to operate across multiple social media platforms, though Instagram is the most popular.

Inflated numbers can be easy to see through, too.

“If someone’s got 500,000 [Instagram] followers but they’re only getting 10,000 likes and a few comments per post, you know there’s something amiss,” Jacenko says. “We’d be very, very sceptical.”

She says the Ministry gets 40 people each week pitching themselves as the next big thing. Most are turned away.

“We only make money by the commission, so if the person doesn’t have the numbers, or their offering hasn’t got a look and feel that’s commercial, we don’t touch them.”

If that’s you, never mind. You can always be a legend in your own lunchbox.

[By Jacquie Hayes] [Read More]