Apparently, bigger isn’t always better, with the recent word through the social grapevine being:
The smaller the social influencer’s audience, the stronger the engagement.
To put things into perspective, a social influencers following can range from 1k to 100’s of millions (so pretty damn broad). Micro-influencers generally covers the 1-10k mark, and macro-influencers and celebrities tackle the rest. So micro-influencers have, for a lack of a better word, a very micro following. But those micro numbers are getting macro results for businesses, and we’ve put together a list of five reasons why micro-influencers can be the key to influencer marketing success.
The main reason brands & agencies are increasingly willing to shift down the popularity ladder to influencers with smaller audiences, is because micro-influencers are highly cost-effective.
How? Well, it’s like hitting 20 birds with one stone. Your influencer budget could get you one celebrity influencer, or 20 micro-influencers. Not only are micro-influencers significantly cheaper than macro-influencers, but they reach a niche (generally local) audience, that is far more engaged which generally leads to a higher conversion rate and return on investment. Where possible, a combination of both micro and macro influencers works best. When it comes to price, the market is always changing, but in New Zealand you can look to spend about $100-$500 for a post by a micro-influencer, depending on factors like follower count, engagement, industry and more.
2. HIGHER AUDIENCE ENGAGEMENT
Smaller audiences are not only more loyal but far more engaged (liking, commenting and sharing). To put it simply, the smaller the following, the closer their followers are to being actual friends. Which means, they generate high engagement. Once an influencer builds a larger following, their followers are further removed, resulting in less engagement.
In a strange way, it’s kinda like being at a Ricky Martin concert (or any concert if you’re not a fan of Ricky). The front row is like the micro-audience, and the back row, the macro audience. Ricky can get up close and personal, look right into the eyes of the front row, give them a high five, even sweat on them a little. As the rows go back, and the crowd gets bigger (or the followers) that personal connection, authentic engagement, and overall relationship dilutes. See what we did there.
3. BRAND AWARENESS AND EXPOSURE
As we mentioned before, about hitting the 20 birds with one stone thing. Well, it’s not only cheaper to use multiple micro-influencers, but, it also gives you the ability to reach lots of strong niches through different avenues. This will ensure your target audience is regularly exposed to your brand or product. And therefore, allow you to strategically reach your target market, and increase brand awareness and exposure. Boom!
4. AUTHENTICITY OF THE MICRO-INFLUENCER
You’ll believe your friend’s recommendation over a celebrity’s, right? Well, we hope so. It’s the same case with macro vs micro audiences. That’s because a micro-influencer isn’t a celebrity living their life in the spotlight, constantly being paid to promote every brand under the sun. In fact, most people wouldn’t recognise them if they were walking down the street. Which makes them much more relatable. Maybe they’re a friend of a friend, live in the same area, go to the same local coffee spot, maybe they’re a dog lover too.
Whatever it is, their following encompasses a much tighter, engaged circle. And with that comes trust and believability. So when a micro-influencer promotes a product they truly love, it comes off as much more authentic to the viewer. Which is key, because people are becoming excellent online BS detectors.
5. BULLSEYE TARGET AUDIENCE
Since micro-influencers have a niche audience that’s far more refined and specific, it’s now a piece of cake for brands to cut through the millions of Instagram users and communicate to their exact target audience. However, in order to effectively connect with the influencer’s audience, it’s important to make sure your brand or product is authentic to the influencer’s messaging, morals, and overall Instagram feed.
All in all, micro-influencers are beginning to change the game of social marketing into something, well, macro. From having authentic, believable content, higher engagement with your ideal audience, while also being a cost-effective option. It’s only logical why more and more brands, with both small and large marketing budgets, are getting on the micro bandwagon.
If you’re considering working with a micro-influencer, or any social media star – you can get set up on our platform, or talk to one of our campaign experts.
Noise on social media, we’ve all seen it. In order to penetrate through the noise and communicate with consumers, brands must pivot their approach from ordinary traditional & digital marketing.
That’s where influencer marketing has grown as of late, particularly in New Zealand. As consumers move their attention online, brands have followed. In 2016 online advertising spend exceeded that of TV advertising spend.
“Once brands were powerful and people were grateful, now people are powerful and brands are grateful”
Kiwi’s are using social media platforms more than ever, and at higher proportions than Australia, the US and the UK including many other countries.
Adhesion shows that of all online Kiwis:
- 81% use Youtube
- 79% use Facebook
- 46% use instagram
This new space has allowed brands to deliver branded content to consumers in authentic ways by using the highly engaged followings of influencers. This begs the question, as consumers, how do we know what is advertising vs. content from a friend?
Change in the NZ Market
The Advertising Standards Authority in New Zealand recently announced that a new code of ethics has been formed around influencer marketing to more clearly inform consumers of the nature of content that they are consuming.
“The ASA Code of Ethics states that all advertising content controlled directly or indirectly by the advertiser should be identified as such, regardless of the medium used to distribute it.”
Additionally, financial payment does not necessarily qualify content as an advertisement. Free product with controlled messaging can also be classified as an advertisement.
Our CEO at The Social Club, Georgia McGillivray, looks forward to the introduction of these standards.
“We are pleased to see the ASA Guidance Note includes guidelines for identifying influencer marketing as well as other forms of advertising. It is a welcome development for influencers, brands and agencies to gain clarity around their responsibilities. We believe these guidelines serve to validate the influencer market in New Zealand and we are excited to implement them as foundational values here at The Social Club.”
What does this mean?
Here are a few scenarios to help brands identify whether their content through influencers is advertising or organic content.
- An instagram makeup influencer receives free samples of a new product and the advertisers message to them is “Hey, here’s a sample of our new product for you to try.”
- The influencer uses the product and uploads a positive post on their instagram feed about their experience.
- This is not likely to be an advertisement as there was no review requested by the advertiser, or any control of the copy.
- The same influencer receives more product for review with content provided by the advertiser. The influencer is able to make additional comments as a part of their review.
- This is likely to be an advertisement as the advertiser has control over the content and requested a review, even though the product was free. It should clearly be identified as such.
- The same influencer is provided with a caption copy and script as well as a payment for a review. The caption includes the brand’s name and a call to action to check out the link.
- This is an advertisement as payment is involved. The call to action and brand name are likely to be obvious and sufficient as identifiers.
How do I maintain authenticity as a brand?
Advertising identifiers can be used in many ways, whether that is integrated into the visuals like the use of a logo, or in the copy such as a brand name.
For example, incorporating the brands name or a hashtag such as #ad #collab, into the caption helps to identify that the content is indeed advertising.
To maintain authenticity it is important that the brand & product fit the values of the influencer and their profile, and vice versa. An example of a non authentic relationship would be if an influencer who publishes a vegan lifestyle was to partner with a burger joint. On the other hand, if an avid runner was to post content wearing a major shoe brand’s apparel, the message would be perceived as authentic as well as reach an engaged audience.
Another important aspect to look at is the ratio of advertisements and non branded content on an influencers page. With a healthy ratio, their audience will remain engaged and not feel bombarded with too many ads.
Since the introduction of similar standards overseas, studies with over 86,000 influencers have found that followers tend to engage more with sponsored content than non-sponsored content across most follower ranges. This shows that authentic and high quality content remain the key for high engagement.
If you’d like to read more, click here to check out the full Guidance Note by the ASA which includes more examples on when advertisements need to be identified.
For more information on running an influencer marketing campaign and how it can help your brand, you can reach our team at email@example.com.
Snapchats latest “Snap Maps” only launched last week but it’s already created waves in the social-sphere. Here’s what you need to know:
Snap Maps plots the precise location of users on a world map in real time. This means it’s become a lot easier to see if your mates are hanging out together, without you.
Users are able to pick whether their location is visible to a select few, all friends or nobody at all – a setting Snapchat is calling “ghost mode”.
If you choose to be visible, you’ll appear as your Avatar on your friend’s maps. It would seem your Avatar even gets an upgrade as it changes as Snapchat monitors the of speed of your movements. For example it will update to reflect the fact that you are travelling in a car.
Snapchat’s introduction video, seen above, focuses on sharing the location of posted Snap Stories which are public. What the video doesn’t highlight is that Snap Map will broadcast and update your location to anyone on your friends list every time you open the app.
So to keep you in the know, we’ve put together a list of points below that we think is noteworthy for all you Snapchatters out there:
- If you choose to share your location with all your friends on Snapchat, the app will remind you of that choice periodically to make sure you’re still comfortable with that decision.
- You’ll only be able to view mutual friends on the Map.
- Snapchat will delete your location data after a short period of time. This period of time hasn’t been specified by Snapchat.
- If you tap on your friend’s Avatar, you’ll be able see when their location was last updated.
- A friend’s location will remain on the Map for up to 8 hours if they don’t open the app again.
So how will this affect the influencer space? It opens the door to new location based campaigns, especially for events and physical activations. If you’re an Snapchat influencer expect to see this new function included in future campaigns.
One of the main things is to remember to be safe and always know your visibility setting!
If you have any questions about the new update, flick me an email at firstname.lastname@example.org
Recently, Instagram came under fire for influencers using the service to post sponsored content without letting their followers know it’s actually been paid for. In fact, we only have to scroll back a couple months to the Fyre Festival incident to see what happens when a sponsored post goes wrong.
Out of all online social, Instagram definitely stands out as the platform to show off your most idealised life. We’ve slowly started scrutinising each and every post, asking ourselves whether it’s a reflection of real life or just another ad.
It would seem Instagram is actually on our side with this and working hard to better distinguish between a genuine gram or a sponsored post. Instagram’s new branded content tool means users will start seeing a “paid partnership with” subhead on posts and stories with sponsored content.
Influencers can now say their goodbyes to unwanted #sponsored #ad tags and give their sponsored content a more updated professional look.
For now, the tool is only available to a limited amount of users and to have access to the feature you must use an Instagram business account.
Needless to say, it’s something we’re sure you’ll be seeing a lot more of on your feed in the near future.
This week we caught up with Social Club influencer Sophia Doak. Sophia runs the fashion-forward blog Sonder and models for Unique Model Management. Here’s 5 minutes with Sophia:
For people who are just being introduced to you, can you tell us a bit about yourself?
My name is Sophia and I’m the content curator of sonderingg.com here in New Zealand! It’s largely a platform for my photographic work. I work with brands and agencies to produce cool content both for them and myself. I also upload funky features and interviews with cool people and brands located nationally and internationally. Amongst all of that, I model with Unique Model Management as well.
What made you decide to enter the blogosphere?
I started blogging when I was around 14. One of my friends was doing it and I thought I would jump on the band wagon! I just thought it was a cool way to share your thoughts and communicate with like minded people (admittedly, I find my old blog so cringe). The online magazine “Zeum” was what ultimately gave me the inspiration to create what is now sonderingg.com. I created it around the age of 16 and from there have continued to grow and develop it.
What interests you the most about in what you do?
The people I get to meet is undoubtedly my favourite part. I have become close to some of the most inspiring and unique people through this and that’s what keeps me motivated. In terms of shooting, the ability to capture a person in a single frame is a kind of magic that will never become dull to me.
Would you say your work has a particular style?
I like to keep my photography work very natural. Anyone who has shot with me will know it’s quite different to what they might be use too. I like to keep my shoots relaxed and they usually only take around an hour. The most important part for me is making sure everyone has fun. I always aim to capture people in a way that truly represents who they are. If you create a relaxed shooting environment, I think that is reflected in the end result.
Is there a particular highlight from what you have done so far?
Something I’m insanely proud of was getting the opportunity to write for Remix Magazine when I was 16. Being invited to the Tiffany and Co launch last year also can’t go unsaid. More recently I’ve been working alongside Revolve and Minkpink, plus one of my photos is going into Vogue Italia which is super exciting for me.
Is there a particular photographer you look up too?
There’s no way I could choose just the one. I take inspiration from so many people, on so many different platforms and each person inspires me in a different ways.
If you could pass on any advice to an aspiring blogger, what would it be?
Be nice to everyone, always. I think people really underestimate how far being a genuinely nice person can get you in the fashion industry. Remember networking is everything.
What can we expect to see from you in the near future?
Lots of exciting things in motion but you’ll have to wait and see!
What would you say is more important, good knowledge or good equipment?
Knowledge! Anyone can pick up a camera, take a photo, create a blog and post some articles but not everyone has that special something. Passion is everything. I’m not saying I have that special something, but you can certainly tell when someone does. It shows in the work they produce and just how they are as a person in general. I think these things are so much more important than the material aspects of creativity.
And finally, what has been your favourite part about working with The Social Club?
Opportunities! There are so many opportunities you might never have known about, making it super exciting to have a platform like it in New Zealand.
This week we caught up with Mitch James, a musician who has put social platforms to use to really make waves in the NZ music scene. Here is 5 mins with Mitch:
What inspired you to create and perform music?
I felt disillusioned with the social norm of getting a 9-5 job and slaving away for someone else, coupled with the fact that I was a bit of a loner growing up, it seemed like music was the perfect outlet and avenue to chase. Eventually I grew tired of playing other peoples songs, and started to dabble in writing my own stuff, it sucked at first but creating music is like unclogging dirty pipes, just keep pushing through and eventually clean water will flow.
Are there composers or performers that do a similar thing that have influenced you to get your particular style and content?
I listened to all types of music growing up, from folk, to hip hop, to drum and bass. However the artist I took most inspiration from would have to be Ed Sheeran, not only for his sound musically, but because of his path to success, which was forged through hard graft and perseverance.
Any other idols or role models that have influenced you to make your hobby into a life long career?
Conor McGregor, the Mixed Martial Arts fighter would have to be my number one inspiration. His philosophies, more specifically his focus on the Law of Attraction have been huge for me in finding my path to success. A positive outlook and having a firm belief something will happen are the 2 key points that I have taken from him, that have helped me turn music from a hobby into a career.
Do you have preferences on the type of music or the type of crowd you would perform to?
I truly don’t. Every crowd is a different challenge that by the end of the set, I hope to have conquered.
Have you set any goals for the future?
I have accomplished 2 of my life long goals this year, signing a major record deal and playing the main stage at Rhythm and Vines on New Years Eve. After achieving these in 1 year, I decided on a couple new life goals. To sell 1,000,000 records and to play at Madison Square Garden.
How would you go about portraying your music online?
I want to portray my music online the same way I hope to portray my image and music in person, with messages of positivity, unity and generally promoting a good time.
Have you got any new and exciting projects we can expect to see from you soon?
My first single ‘Wave’ is coming out through Sony Music, closely followed by my debut EP, ‘The Calm’!
This week we caught up with Molawin Evangelista, a man with a stunning array of photos on Instagram and a personal style unlike many others. Here is 5 mins with Mo:
Have you always had an ambition to be a photographer?
Photography has always a big part of my life. I started out at quite a young age and had always done it for fun and concentrated on making things that I enjoy. I’ve always had my mind set on becoming a nurse (which I am currently studying for) but as I grew older, my passion for photography grew and had a bit of a cross roads after high school trying to decide what I wanted to pursue: should I go with my life long dream of becoming a nurse or solely concentrate on my photography? I ended up deciding to do a good balance of both and study as a nurse while continuing to progress as a photographer.
It has been tough studying and doing a lot of photography jobs at the same time but I love doing both so much that I can’t imagine not doing one or the other. Today I am thankful for all the clients who have given me a chance and believed in my work enough to be confident in having me take creative reigns on how I photograph their products.
Even on your DSLR do you shoot with Instagram in mind?
In all honesty, when I’m out shooting I don’t really focus on whether or not it will look good on Instagram or whether people will like it or not. I think that photographers should always focus on creating imagery that is up their own standards and work on things that they are truly passionate about. I believe that your passion for whatever you are shooting really shows in the work that you create.
Are there any brands out there you’re dying to work with?
Definitely would love to expand my horizons and work with some international labels. The dream would definitely be able to do work with large scale companies like Nike or Adidas. Within the local scene, I would definitely love to do some work for I Love Ugly. I have always admired their vision, the work they’ve put in to become as established as they are today and they just seem like a bunch of good lads to do work with!
Where are you next shooting, what’s in the works?!
I have a few things in the works at the moment and a potential shoot coming up with an awesome New Zealand clothing label that I will be working with for the first time but that’s a secret for now haha. I will also be travelling to Japan soon so I am looking forward to be taking some photos over there!
Finally, who within the New Zealand photography and Instagram community has challenged and influenced the style in which you post?
Some of the young guns that have been killing it in the scene lately have been really inspiring me and it is so awesome seeing young people really getting out there and creating dope content.
A few to mention would be Jaycee Mentoor (@jayceementoor) who I have had the pleasure of working with in the past and is an incredible photographer, Jamie Wesley-Brown (@jamiewb) who’s photos continue to always impress me and my good friend Cyrus Chow who has got to be one of the most motivated, talented and inspiring people I’ve met who can do everything from creating amazing videos to running his own clothing label The Norm (@thenormltd).
A photo posted by Molawin Evangelista (@itsmolawin) on
Last week we caught up with Jane and William, two up and coming foodies with an Instagram account that will definitely please the eyes, here’s 5 minutes with @thenextmeal:
What inspired the idea to create @thenextmeal?
We’ve both always loved cooking and both had our own journeys with food, so it seemed only natural to create a space where we could bring together what we’re doing and share it with people. We used to make big Snapchat stories of our creations or post food images on our own Instagram accounts and our friends would always message us demanding for more, so now they have more!
As for the name – we are genuinely always thinking about the next meal…
Do you have preferences on all the ingredients and the brands you use?
With ingredients and brands, we try and buy things that were produced as close to home as possible and in the most sustainable way possible. It’s becoming easier and easier to do this. We try to stick to using products that we feel good about using and supporting.
Are there any other people that have influenced the food you create and the style in which you post?
Heaps! We’re constantly being inspired and motivated by others on their own food journeys. Whether its more established international names like Ottolenghi, Nigel Slater, Rachel Roddy and David Chang or any of the clever New Zealanders doing their thing like Delaney Mes, The Cult Project boys, Miss Changy and the team at Stone Soup Syndicate. Everyone has their own style of creating the food they do and writing about it – we’re still figuring ours out.
What’s in store for the future, apart from continuing to create beautiful dishes?
We might sound a bit bland with this answer, but we really do just want to keep having fun. Ideally we will be able to educate people on a few food related topics that mean a lot to us: wasting less food, using lesser known or liked ingredients/techniques, and getting people excited about cooking for themselves.
We are by no means professionals, but we’ve experienced first hand the massive disconnection most people have with their food, so if we can help change that even a small amount then we’d be happy!
We’re building a website at the moment, and we’d love to branch into doing some pop-ups and other food adventures in the future.
Finally, with @thenextmeal growing a loyal following, do you have any advice for other creators wanting to do something similar?
The Next Meal is still a toddler really, but a few things we’ve already learnt:
– Work out what it is that you feel excited and passionate about, and go for it. It should be a pleasurable project!
– Don’t change what you believe in for the sake of a hashtag or a few followers
– Even if you just spent 4 hours trying to cook something and plate it up like you’re at The French Café, if it doesn’t feel good then don’t post it. (Not that that’s happened to us or anything…)
– Read cookbooks, go on Pinterest, watch food shows, write lists of things you want to try to make – do what you need to do to keep the creative juices flowing!
We managed to sneak a quick catch up with @shesaidyes, Bridal & Lifestyle influencer, in between her busy schedule of events! We love Megans’ enthusiasm and drive to inspire girls through weddings and events. We look forward to seeing where she ends up next!
What made you want to become a bridal and lifestyle blogger?
Though I absolutely love what I do now, I didn’t set out to be a “blogger”, I just wanted to help other girls organise engagement and hens parties, plan their wedding and enjoy the process. From there it developed into beauty, health and wellbeing, entertaining, and more.
Now that I am a bridal and lifestyle blogger though, I love the creativity it allows me via photography and styling for Instagram, and as cliche as it may sound, I love the opportunity to inspire and help other people (whether that’s with make-up reviews, fitness ideas or the wedding planning guides themselves).
Happy Birthday to the love of my life. This is my husband Blair, and he is an amazing person, even when he is seriously hungover and pretty grumpy. On top of everything else, if it wasn’t for him, there’d be no “She Said Yes” and all the happiness it’s brought me. www.shesaidyes.co.nz #nzwedding #newzealandwedding #nzbride #nzigers #nzblogger #coromandel #aucklandwedding
Now that you’re married, do you think you’ll move away from the bridal side of things? We see events have become quite a common theme on your account?
When a girl gets engaged, she doesn’t lose interest in everything else in her life, so for me it’s a very natural development to the brand to include the lifestyle posts. Similarly, it’s not just brides-to-be who get inspired and excited by couture gowns and beautiful bouquets, so the variety to She Said Yes means there’s something for everyone, I hope.
Personally though, I love weddings, and since my own that’s probably increased! Many of my friends are engaged now and it’s the best feeling to be able to help them plan. After all, a wedding is basically the biggest and best party people ever throw, and I love parties!
What would be one tip you would give to someone looking to grow their blog?
As you’ve identified, I’m very social. I love meeting new people and I’m constantly learning something from them. My blog has grown through the words of encouragement and advice of others. I started off by reading lots of other blogs and asking other bloggers, writers, influencers and business-people for advice. So my tip to existing bloggers would be to network with others.
This is probably a tough one, but if you had to pick the ideal place to get married, where would that be?
Wherever you know you and your guests will feel welcome, comfortable and relaxed. A venue should feel like a natural fit, so if silver service and black-tie dress code won’t suit you and your guests, don’t force it. The choice of venue will be a key factor to how much involvement (and flexibility) you have. If you have the time to be very hands-on, then a bare venue allows total control. If you’d rather have someone else take car of details, then a venue with a planner could save your hours of time and stress.
A beautiful new blog post for all those bride-to-be’s out there – Do you really need a makeup artist? . This was a decision I really toyed with in planning my own wedding, I felt that I had pretty good makeup skills, as did my bridesmaids, and wondered if it was just another line to add to the budget? . What do you think? www.shesaidyes.co.nz/do-you-need-to-Book-a-makeup-artist (in bio) ❤️ . If you do choose to use a makeup artist, where would you to book them? Word of Mouth? Google? @beautybooknz is about to launch in NZ, so if you do think it’s necessary to book a makeup artist, they are definitely worth a look. . Photo by The Official Photographers @official_photographers on the morning of my wedding. . #nzweddingplanning #nzblogger #nzweddingblog #nzweddingblog #nzbloggers #nzweddingplanner #nzwedding #nzweddings #nzbride #nzbrides #nzsnapchatter #snapchatnz #kiwisnapchat #nzgirl
Exploring the beautiful Redwood Treewalk in Rotorua . . . . . . . #nz #newzealand #newzealandfinds #newzealandfinds #nzmustdo #destinationnz #purenewzealand #purenz #aotearoa #travelnz #newzealandvacations #newzealandphotography #newzealandguide #newzealandnatural #newzealandgirl #nzgirl #kiwis #ignz #nzig #rotorua #rotoruanz #kiwis #nzblogger
A photo posted by Megan, Newlywed – She Said Yes (@shesaidyes) on
Any new and exciting projects we can expect from you again soon?
Yes! (and not just because She Said Yes) I have so many things I want to talk about, but all I can say is Watch This Space.
What makes you enjoy working with The Social Club?
The people behind the scenes at The Social Club are as enthusiastic about my brand and my business as they are about their own. The projects I’m approached to work on are always on brand, and TSC has been really supportive as my brand has moved a little away from 100% bridal-niche to incorporate the lifestyle brand too.
During the week we caught up with Social Club influencer Matiu Walters of Six60. Matiu is a well known figure within the New Zealand music industry and runs a slick Instagram account, here’s 5 minutes with Matiu:
When TSC approached you for the Jim Beam campaign, what was it that inspired you to collaborate with them?
I’m a massive fan of Jim Beam! The band and I have it when we’re away on tour. So being a part of the campaign seemed like a good fit for me and my account.
Why is it important for you to align with brands you believe in?
It is very important. By aligning with brands that have similar ideas and visions, it helps improve your own as well as create authentic campaigns. I want to make sure that my account is still genuine when I post for a brand, whatever the reward of the campaign may be. What is the point in representing a brand that you don’t believe in? That’s not being true to my fans.
What other brands would you want to work alongside?
One company that I would really love to work with is Adidas. Another being I love ugly, they both do some seriously cool stuff.
How do you go about approaching new brands that you want to work with?
Through The Social Club, that is what their platform is for. I go through the brands and favourite the ones that I want to work with with, then I take a look at their content and see if my content and style aligns with their brand.
How was your experience working with The Social Club and Jim Beam?
Easy and good fun, the Instagram post did really well too. The Social Club is great, and even though it is an online platform, you are always talking to people. Overall I think all the content came out great and the campaign did really well. Stoked to have been a part of it!