Your Weekly Influencer Marketing Update 🚀
07.06.2021
🏭 Industry Headlines
💄 The Secret to Sephora’s Influencer Marketing Success
Why read it?
You want to know more behind Sephora’s successful always on-strategy.
What’s it about?
Sephora’s third “Sephora Squad” class, celebrating always-on and value-added influencer marketing.
Key takeaway
Invest in influencers as humans - not media buys.
Headline quote
“It just makes for a much more valuable programme that really will build loyalty over time,” said Fraser, referring to the investment Sephora makes in the influencers themselves. “That’s what seems to stand apart from what other beauty brands are doing.”
📱 Inside Kate Spade’s influencer-driven TikTok strategy
Why read it?
Because every brand wants to crack the enigma that is TikTok.
What’s it about?
How Kate Spade is building out entirely separate approaches to TikTok & Instagram.
Key Takeaway
Make sure to adapt your content strategy as per the different platforms, content formats and audiences.
Headline quote
“We know that each social platform has a different audience who does not necessarily want to see the same [brand] content [across] channels, and our social strategy reflects this mindset,” Campbell said. “We know that on Instagram our followers love to see beautiful product imagery and storytelling, while our audiences on YouTube are looking for longer-form video content as a form of entertainment. On TikTok, the content needs to be entertaining. Users will see more content from creators that they engage with than [from] those they simply follow but scroll past.”
📈 Hashtags felt dated and cringeworthy. So why are influencers still using them?
Why read it?
Because you want to stay up to date with your hashtag game.
What’s it about?
The history of hashtag usage.
Key Takeaway
Hashtags play an important role in influencer marketing; especially in relation to tracking, picking up trends & performing well on social media algorithms.
Headline quote
”Nowhere is the utility of hashtags more evident than in the proliferation of viral “hashtag challenge” videos [on TikTok] encouraging users to upload videos of themselves performing an easy-to-imitate dance or meme.”