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BLACKPINK & Cotton On Collabs: Winning & winning less

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In the world of business collaborations, partnerships are often forged with the aim of mutual benefit. However, the balance of benefits isn’t always equal. In this case, let’s delve deeper into the collaboration between the iconic K-pop group BLACKPINK and Cotton On, a popular Australian fashion retailer. We’ll assess who’s winning and who’s winning less in this collaboration that has captured the attention of both the fashion and music worlds.

concert

The “Gives” of Both Sides

YG Entertainment (BLACKPINK’s Manager)

In this collaboration, YG Entertainment, the agency that manages BLACKPINK, brings much more to the table than just the branding of the immensely popular K-pop group. It’s crucial to recognize that YG Entertainment has invested years in training, nurturing, and promoting BLACKPINK. The agency has played a pivotal role in shaping BLACKPINK’s image and global appeal.

Beyond branding, YG Entertainment’s investment includes extensive training, grooming, and the production of hit songs and music videos. BLACKPINK’s rise to stardom is the result of meticulous planning and resource allocation by YG Entertainment. Therefore, their contribution to this collaboration goes beyond mere branding—it’s the culmination of years of hard work and financial investment.

Cotton On

On the other side of the partnership, Cotton On provides its expertise in manufacturing and retail knowledge. While this may not seem as glamorous as the world of entertainment, it’s a crucial component of the fashion industry. Cotton On’s role involves manufacturing the BLACKPINK merchandise, managing the production process, and overseeing logistics.

Additionally, Cotton On brings its retail expertise to the table. This includes managing in-store foot traffic, visual merchandising, and creating an appealing in-store experience. Cotton On’s contribution extends far beyond merely producing clothing; it encompasses the end-to-end retail process.

on stage

The “Gains” of Both Sides

YG Entertainment

From YG Entertainment’s perspective, this collaboration likely translates into a substantial financial gain. This aligns with the typical business model of artist agencies in the entertainment industry. These agencies invest in the training, development, and promotion of artists and then reap the rewards when those artists achieve stardom.

In the case of BLACKPINK, the group’s immense popularity not only results in concert ticket sales and music streaming revenue but also opens the doors to lucrative collaborations like the one with Cotton On. This financial gain is often a primary motivation for artist agencies, and it explains why artists often sign lengthy contracts with their management.

Cotton On

Cotton On’s gains from this collaboration are not limited to revenue generated from product sales, although that is undoubtedly a significant aspect. More importantly, Cotton On stands to benefit from a substantial increase in in-store foot traffic and brand visibility.

When BLACKPINK merchandise is released in Cotton On stores or online, it tends to generate considerable hype and excitement among fans. This anticipation often leads to lines forming outside of stores, creating a sense of “hunger marketing.” Passersby, curious about the buzz, are drawn into the stores, even if they weren’t initially planning to shop. This influx of potential customers presents a golden opportunity for Cotton On to showcase its broader product offerings and potentially convert casual shoppers into loyal customers.

Smart Logistic Arrangements

Cotton On’s strategic decision to release BLACKPINK merchandise one day before the group’s concerts is a testament to the careful planning behind this collaboration. While this tight schedule demands additional logistics and in-store arrangements, it leverages the phenomenon of fans eagerly lining up outside stores.

These lines of excited fans create a sense of urgency and exclusivity, drawing in even more shoppers. The buzz and anticipation generated by these lines not only lead to increased merchandise sales but also elevate the overall shopping experience. It’s a savvy marketing move that maximises the impact of the collaboration.

fans

The advantages of collaboration

Collaboration is a powerful and multifaceted approach that brings several benefits to individuals, organisations, and even entire industries. Here are some of the key advantages of collaboration:

Enhanced Creativity and Innovation

Collaboration often involves individuals with diverse backgrounds, skills, and perspectives coming together to solve problems or create something new. This diversity of thought and expertise fosters a fertile ground for creativity and innovation. By pooling their knowledge and experiences, collaborators can generate fresh ideas and novel solutions that may not have been possible in isolation.

Diverse Perspectives

Collaborative teams typically consist of individuals with different backgrounds, cultures, and experiences. This diversity of perspectives can lead to well-rounded decision-making and problem-solving. It helps to avoid groupthink and encourages critical evaluation of ideas from various angles.

Resource Sharing

Collaboration allows for the sharing of resources, whether they are physical assets, technology, or intellectual property. This can lead to cost savings and more efficient resource utilisation. Organisations can pool their resources to achieve common goals or access capabilities that they may not possess individually.

Risk Mitigation

When organisations collaborate, they can share risks and responsibilities. If one party encounters challenges or setbacks, others can step in to provide support or alternative solutions. This risk-sharing aspect of collaboration can be particularly valuable in complex projects or ventures.

Increased Market Reach

Collaborations can expand market reach and access new customer segments. By partnering with complementary businesses or individuals, organisations can tap into existing networks and customer bases. This can lead to increased sales, brand exposure, and market penetration.

Collaboration offers a wide range of benefits, from fostering creativity and innovation to enhancing efficiency, expanding knowledge, and mitigating risks. Whether at the individual, organisational, or industry level, collaboration is a strategic tool that can drive growth, competitiveness, and success.

The Ultimate Winner

In this collaboration between BLACKPINK and Cotton On, it’s clear that Cotton On emerges as the ultimate winner. While YG Entertainment undoubtedly benefits financially, this collaboration is just one part of the revenue generated from its artists. For Cotton On, on the other hand, this collaboration represents not only a boost in product sales but also a strategic realignment of its brand with the target audience from its product pricing strategy.

This partnership allows Cotton On to tap into the immense popularity of BLACKPINK, attracting a younger, trend-conscious demographic to its stores. It’s a win-win for both sides, but the transformational impact on Cotton On’s brand and customer base makes it the standout victor in this collaboration.

In the world of business collaborations, each party brings its unique strengths to the table, and success often hinges on how effectively those strengths are leveraged. In the case of BLACKPINK and Cotton On, the collaboration has proven to be a strategic masterstroke for both parties, with Cotton On reaping significant benefits while adding a dash of K-pop glamour to its brand.

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5 Sneaky Things Social Media Are Doing Without You Noticing

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In today’s digital age, social media platforms have become an integral part of our daily lives. We use them to connect with friends, share our experiences, and stay updated on current events. However, beneath the surface of likes, comments, and shares, there’s a world of data collection and analysis happening quietly and often without our notice. In this article, we’ll delve deeper into the five things that social media platforms are doing behind the scenes, which you may not be fully aware of.

Depth of data collection

While it’s widely known that social media platforms collect user data, the depth of this data collection often goes unnoticed. Every action you take on these platforms, from liking a post to clicking on an ad, is meticulously tracked and analysed. But it doesn’t stop there. Social media platforms are capable of capturing even more detailed information, including:

  • Staying Time: They record how long you linger on certain posts or content. This information helps them understand your interests and preferences more accurately.
  • Scroll Depth: They track how far you scroll through your feed. This data allows them to determine which content captures your attention and which doesn’t.
  • Facial Details: Image recognition technology can identify facial features in photos and videos you upload. This data can be used to better understand the demographics of users engaging with specific content.

This comprehensive data collection serves a dual purpose. It improves the accuracy of the platform’s algorithms, ensuring that the content you see is increasingly tailored to your interests. Simultaneously, it provides the platform with a detailed knowledge base of each user, which can be leveraged for targeted advertising and content recommendations.

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Cross-platform data collection

Social media platforms have the ability to collect data not only within their own domains but also across the broader internet. This is made possible through the use of tracking pixels and cookies installed on other websites. When you visit a website with such tracking mechanisms, the social media platform can continue to monitor your activities, even when you’re not actively using their platform.

One common manifestation of this cross-platform data collection is the ads you see on your social media feed. Have you ever visited an online store or website and then noticed ads from that website on your social media shortly afterward? This is a direct result of cross-platform data collection, which allows social media to retarget you with relevant ads based on your recent online activities.

Cross-device data collection

Your digital footprint extends beyond your primary device. Social media platforms are not limited to collecting data solely from your smartphone or computer. They also gather related data, such as your Wi-Fi networks and mobile network information. This extensive data collection enables social media platforms to create a comprehensive user profile that spans various devices and networks.

A common scenario illustrating this cross-device data collection is when you and your friends have a discussion on a particular topic. Soon after, you might notice that the same topic starts appearing as an advertisement on your social media feed. This seemingly uncanny timing is a result of the platform’s ability to connect data from different devices and network sources, all in the pursuit of delivering personalised content and advertising.

woman using phone on chair

Third-party data analysis

In addition to their internal data analysis efforts, social media platforms often partner with third-party platforms that specialise in data analysis and insights. These partnerships enable organisations to monitor discussions and trends on social media and take relevant actions. This practice, known as social media analysis, provides valuable insights into public sentiment, brand perception, and emerging trends.

Third-party data analysis adds another layer of complexity to the data ecosystem. It extends the reach of social media data into the hands of organisations and entities that may have specific interests or agendas. While it can offer valuable insights, it also raises questions about data privacy and the potential misuse of user-generated content.

Matching customer base

Have you ever wondered how organisations seem to target you with advertisements even when you haven’t explicitly provided your social media accounts or contact information? This is made possible through a process known as customer matching. 
Here’s how it works:

  • An organisation uploads a customer list containing contact information (e.g., email addresses or phone numbers) to a social media platform.
  • The platform matches this contact information to user accounts on their platform.
  • The organisation can then target these matched user accounts with specific ads or content.

This process allows organisations to reach their existing customers on social media, reinforcing brand engagement and encouraging repeat business. While this may raise concerns about privacy and data sharing, it’s important to note that social media platforms take measures to protect user information and ensure that customer matching is done securely.

woman using phone on sofa

Should you be worried?

Given the extensive data collection and analysis that social media platforms engage in, you might be wondering if you should be concerned about your online privacy. The reality is that your worry might be coming a bit late. Social media’s data collection capabilities enable them to build a comprehensive user profile for retargeting ads within minutes.

However, it’s important to note that data is a primary asset for social media platforms. They are acutely aware of the sensitivity surrounding user data and are committed to safeguarding it. Access to this data is not granted easily to third parties, and platforms invest heavily in security measures to protect user information.

The world of social media is more intricate and data-driven than meets the eye. The depth of data collection, cross-platform and cross-device tracking, third-party data analysis, and customer matching all play vital roles in shaping your online experience. While concerns about privacy and data usage are valid, it’s equally important to recognize that social media platforms are taking steps to balance data utilisation with user protection. As users, it’s crucial to stay informed about data practices, exercise control over your privacy settings, and make informed decisions about your online presence.

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Why Small Businesses Should Embrace Marketing Agencies

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In today’s dynamic and fiercely competitive business landscape, small businesses face a multitude of challenges when it comes to carving out their niche and reaching their target audience. While the entrepreneurial spirit and innovation drive these enterprises, the sheer scale and complexity of modern marketing can often feel overwhelming. This is where marketing agencies step in as the unsung heroes of small business growth and success.

In this article, we delve into the invaluable benefits of enlisting the expertise of a marketing agency for small businesses. From navigating the ever-evolving digital landscape to harnessing the power of strategic campaigns, we’ll explore how these partnerships can be a game-changer for small businesses looking to thrive in a competitive world.

group of people looking at whiteboard

Access to expertise and experience of marketing agencies

Marketing expertise and experience are crucial for small businesses. The marketing landscape has become increasingly complex, with the rise of digital platforms and data-driven strategies. Knowledgeable marketing professionals understand these complexities, enabling small businesses to make informed decisions and effectively reach their target audience. This expertise ensures that the right message is delivered to the right people at the right time.

Experienced marketers can also help small businesses allocate their limited resources wisely. They can identify cost-effective strategies that maximize results and avoid wasting resources on ineffective channels or campaigns. This efficient resource management is vital for small businesses looking to make the most of their budgets and drive growth.

Marketing experts bring the ability to adapt to changing trends and consumer behaviours. They stay up-to-date with industry shifts and can adjust strategies accordingly. This agility is essential for small businesses to remain competitive and relevant in the ever-evolving marketplace. In summary, marketing expertise and experience empower small businesses to make strategic decisions, optimize resource allocation, and adapt to dynamic market conditions, ultimately contributing to their growth and success.

Hiring in-house marketing staff can be worthwhile for some small businesses, especially if they have ongoing and diverse marketing needs, a sufficient budget, and a long-term growth strategy that requires dedicated personnel. However, it’s important to carefully assess your specific situation, budget constraints, and the expertise required to determine whether hiring in-house staff or outsourcing to a marketing agency or freelancers is the best choice. Many small businesses find a combination of in-house and outsourced marketing resources to be the most effective approach.

seo tools on laptop

Access to technology and tools from marketing agencies

Marketing agencies can significantly benefit small businesses by providing access to advanced technology and tools that may otherwise be out of reach. These tools are essential in today’s digital marketing landscape, where data-driven strategies and efficient automation play a critical role in success.

Marketing agencies often invest in a wide range of marketing software and technologies as part of their operational infrastructure. These tools can encompass everything from analytics platforms and customer relationship management (CRM) systems to email marketing software and social media management tools. By partnering with an agency, small businesses gain direct access to these tools without the need for separate investments, which can be costly and challenging to manage for smaller enterprises.

Agencies also typically have expertise in using these technologies effectively. They have trained professionals who know how to leverage the features and capabilities of these tools to craft tailored marketing campaigns, track performance, and optimize strategies. For small businesses, this expertise is invaluable, as it ensures that they not only have access to the tools but also the knowledge to use them optimally to achieve their marketing objectives.

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Cost and time savings from using marketing agencies

Marketing agencies bring a wealth of expertise and experience to the table. Small businesses often have limited time and resources to explore and experiment with various marketing strategies. Agencies, on the other hand, have professionals who are well-versed in different aspects of marketing, from digital advertising to content creation and social media management. This expertise ensures that marketing campaigns are planned and executed efficiently, with a higher likelihood of success. Small businesses can avoid the time-consuming trial-and-error process and costly mistakes that can come from DIY marketing efforts.

Furthermore, marketing agencies have streamlined processes and established workflows. They can hit the ground running, quickly implementing marketing strategies without the need for extensive onboarding or training. This rapid deployment not only saves time but also ensures that marketing campaigns are launched in a timely manner, seizing opportunities in a dynamic marketplace.

Cost-effectiveness is another key advantage of marketing agencies for small businesses. When small businesses attempt to handle marketing in-house, they often face expenses related to hiring, training, and equipping an in-house marketing team. In contrast, agencies offer a more budget-friendly approach. Small businesses can access a full spectrum of marketing services, from strategy development to campaign execution, without the overhead costs associated with hiring and managing an internal team. This cost efficiency allows small businesses to allocate their limited resources more strategically and maximize their return on investment (ROI).

Conclusion

Marketing agencies can bring a substantial advantage to small businesses. But an effective partnership between small businesses and marketing agencies requires effective communication. A hybrid marketing approach often brings better results.

Looking for a marketing agency? Speak with The Comma Creative to learn more.

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How to use the mere exposure effect on retargeting ads?

target

In the dynamic landscape of digital marketing, the concept of the mere exposure effect stands as a pivotal principle that can significantly amplify customers’ positive perceptions. This phenomenon, deeply rooted in psychology, asserts that people tend to develop a preference for something simply due to the sheer frequency of their exposure to it, regardless of how brief or fleeting that exposure might be.

typing on laptop

The mere exposure effect explained

The mere exposure effect is a psychological phenomenon that describes the tendency for people to develop a preference for things they are exposed to repeatedly. In other words, the more familiar we become with something, the more we tend to like it, even if we initially had no particular preference for it.

This effect was first studied by psychologist Robert Zajonc in the 1960s. He conducted experiments where participants were exposed to a series of stimuli, such as images or sounds, multiple times. Over time, participants began to express a preference for the stimuli they had seen or heard more frequently. This preference could apply to a wide range of things, including people, places, objects, or even abstract concepts.

The mere exposure effect has several important implications. First, it suggests that familiarity can lead to liking, which can influence our choices and behaviours. For example, we may be more inclined to choose a brand of cereal we’ve seen advertised frequently, or we may feel more comfortable around people we’ve interacted with regularly.

Second, the mere exposure effect highlights the role of subconscious processes in shaping our preferences. Often, we are not consciously aware of the exposure or the influence it has on our feelings and attitudes. This effect operates at a subtle, automatic level.

retargeting

Introduction to mere exposure effect in marketing

Delving into the intricacies of the mere exposure effect unveils its profound implications for the realm of digital marketing. At the forefront of leveraging this effect stands retargeting—a sophisticated strategy that involves displaying advertisements to individuals who have previously interacted with a brand. This strategic approach capitalizes on the familiarity built through initial engagement, paving the way for enhanced brand affinity and potentially influencing purchase decisions.

A noteworthy study conducted in 2007 casts light on the potency of the mere exposure effect in the digital advertising realm. In this experiment, researchers tasked students with reading an article that subtly integrated digital camera advertisements. Following this exposure, the students were presented with a set of ads for evaluation. Strikingly, even though the students did not explicitly recall encountering the ads during their initial reading, they rated the digital camera advertisements more favorably compared to ads they had not been previously exposed to. This underlines the subtle yet impactful influence that repeated exposure can exert on individuals’ perceptions and preferences.

Moreover, an intriguing discovery emerged from the research: readers exhibit a remarkable level of tolerance for the same advertisements. Contrary to conventional assumptions regarding “wear-out effects,” wherein repeated exposure might lead to diminished engagement, the study found that even after encountering an advertisement up to 20 times, the wear-out effects did not significantly kick in. This resilience against ad fatigue suggests that digital marketers can strategically deploy retargeting campaigns with confidence, knowing that a well-crafted strategy can maintain its efficacy even with sustained exposure.

woman and man discussing

Applying mere exposure effect in digital advertising

Applying the mere exposure effect within the realm of digital advertising necessitates a meticulous approach. Practically every major digital advertising platform offers retargeting capabilities, allowing businesses to harness the power of familiarity. The process begins with the establishment of a tailored audience segment—comprising users who have previously visited the brand’s website or engaged with its advertisements. This audience serves as the foundation for the retargeting campaign.

To maximize the impact of the campaign, experts recommend infusing regular variations into the advertisements. By introducing fresh creative elements, messaging, or even formats, marketers can prevent stagnation and ensure continued engagement. Moreover, embracing a strategic duality of high- and low-attention marketing campaigns holds great potential. While high-attention campaigns aim to captivate users with innovative and attention-grabbing content, low-attention campaigns provide a subtle reminder of the brand’s presence without overwhelming the audience.

In conclusion, the symbiotic relationship between the mere exposure effect and retargeting in the realm of digital marketing presents a compelling avenue for businesses to foster positive customer perceptions and deepen brand engagement. By harnessing the psychology of familiarity and strategically implementing retargeting campaigns, companies can position themselves to resonate more effectively with their target audiences, ultimately influencing purchase behaviour and cultivating long-lasting brand loyalty.

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CMO of Fenty Beauty explains the brand’s marketing strategy

doing makeup

Sandy Saputo, Chief Marketing Officer of Fenty Beauty, wrote “The first time we showed the campaign trailer, [we] got very emotional.” The Fenty Beauty campaign is the first-ever global beauty campaign that featured underrepresented and underserved women and cultures. The campaign ended up being named one of Time Magazine’s best inventions of 2017.

Fenty’s founder, Rihanna, set the vision of “Beauty for All.” So the brand launched 40 shades of foundation at the start and expanded to 50 shades. Every shade is crafted so women can find themselves in the brand and feel included.

To make Fenty Beauty available to women everywhere at the same time, the brand worked with over 500 companies to launch the brand in 17 countries and was ready to ship to 137 countries. The goal? Every woman can equally access beauty.

Although Fenty is an inclusive brand, the brand never uses the word “inclusive” in any of its promotional materials. For Fenty, inclusive is not a marketing keyword, it’s a value that everyone embraces.

Fenty Beauty’s brand strategy has had a transformative impact on the cosmetic industry. While other brands have since recognized the need to cater to underrepresented women, Fenty Beauty led the way by demonstrating how to authentically connect with these demographics. They not only identified a gap but also showed the industry how to create and run inclusive campaigns that are culturally relevant and relatable to customers from all backgrounds.

Fenty Beauty’s inclusive marketing approach is a remarkable example of how a brand can redefine an industry by embracing diversity and prioritising inclusivity. Their commitment to emotional engagement, global accessibility, and authenticity in promoting inclusivity sets them apart as a trailblazer in the beauty industry. By focusing on values rather than marketing keywords, Fenty Beauty has successfully created a beauty brand that resonates with people from diverse backgrounds and cultures, making “Beauty for All” a reality.

doing makeup

What is inclusive marketing?

Inclusive marketing refers to the mention of love, family, safety, opportunity and other universal values to encourage resonance in the audience. Thus, the audience will feel valued by the brand and consider its product, service or experience.

One of the defining features of Fenty Beauty’s marketing strategy is its unwavering commitment to inclusivity. Under the leadership of the Chief Marketing Officer (CMO), Fenty Beauty has redefined the beauty industry’s standards by championing diversity, celebrating individuality, and fostering a sense of belonging for all consumers.

Diverse Shade Range

Fenty Beauty made waves in the beauty industry by launching a foundation line with an extensive and diverse shade range from the very beginning. This was a groundbreaking move that catered to a wide spectrum of skin tones, from the palest to the deepest. By acknowledging that beauty is not one-size-fits-all, Fenty Beauty immediately positioned itself as a brand for everyone, regardless of their ethnicity or skin colour.

different shades of foundation

Representation in Campaigns

Inclusive marketing goes beyond product development; it extends to how a brand represents its customers. Fenty Beauty has consistently featured models and ambassadors from various racial backgrounds, sizes, and genders in their advertising campaigns. This choice not only reflects the brand’s commitment to diversity but also allows consumers to see themselves represented in the beauty industry, fostering a deeper emotional connection with the brand.

Listening to the Community

Fenty Beauty actively listens to its customers and responds to their needs. Through social media and other channels, they encourage open dialogue and feedback from their audience. This approach allows the brand to adapt and evolve its product offerings and marketing strategies based on real consumer insights, ensuring that it remains inclusive and relevant.

Collaborations with Diverse Influencers

The brand has also collaborated with a range of beauty influencers and makeup artists who represent a wide spectrum of backgrounds. These collaborations not only bring unique perspectives to the table but also emphasise that beauty knows no boundaries.

Accessibility

Inclusivity also extends to accessibility. Fenty Beauty has made its products available in numerous countries and regions, striving to ensure that everyone can access their products, irrespective of their location.

Transparency

Fenty Beauty is transparent about its commitment to inclusivity, and this transparency is key to building trust with its audience. By openly discussing their efforts to cater to all consumers, they create a sense of authenticity that resonates with customers who appreciate brands that are genuinely inclusive.

eye makeup

Integration into the marketing strategy

Inclusive marketing isn’t just a buzzword for Fenty Beauty; it’s a fundamental part of their brand identity and marketing strategy. By recognizing and celebrating the diverse beauty of their customers, the CMO and the brand as a whole have successfully created a movement that has had a profound impact on the beauty industry, encouraging other brands to follow suit. Inclusive marketing isn’t just about selling products; it’s about empowering and embracing individuals and making them feel seen and valued, and Fenty Beauty excels in this regard.

As we delve deeper into the brand’s marketing strategy, it becomes clear that inclusivity isn’t just a checkbox but a guiding principle that influences every aspect of its approach, from product development to advertising and beyond. In doing so, Fenty Beauty sets an example for other brands, proving that embracing diversity isn’t just a moral imperative; it’s a smart business move that can lead to tremendous success and customer loyalty.

Fenty Beauty’s marketing strategy has pioneered the way for inclusive marketing in the beauty industry. Their unwavering dedication to diversity and representation has not only set them apart but has also reshaped the industry’s standards. By focusing on inclusivity, Fenty Beauty has created a beauty empire that truly celebrates the uniqueness of every individual, redefining what beauty means in the 21st century.

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Influencer with 2.6 Million Followers Failed to Sell 36 T-shirts?

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In the world of digital influence, numbers can be deceiving. Arii, an influencer with a staggering 2.6 million followers, experienced a startling reality check when her venture to sell T-shirts took an unexpected turn, resulting in only 36 units sold. This conversion rate, a mere 0.00018%, sent shockwaves through the influencer community and raised questions about the efficacy of sheer follower count in the world of influencer marketing.

The Disconnect Between Likes and Commitment

At first, Arii’s endeavour seemed promising, buoyed by the unwavering support of her followers. Her posts were showered with tens of thousands of likes and hundreds of comments, painting the picture of a successful venture. However, the reality of financial commitment proved to be a different story. The disparity between digital engagement (likes and comments) and actual sales served as a stark reminder that while social media engagement may come easily, translating it into tangible sales can be a formidable challenge.

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Factors Contributing to Arii’s Misfortune

Several factors played a role in Arii’s unfortunate outcome:

Lack of Brand Identity

Arii’s promotion of ERA, the T-shirt brand, was hindered by a lack of substantial information about the brand’s identity. This factor played a crucial role in the low sales numbers.

  • Missing Brand Story: Arii’s posts lacked storytelling elements that could have conveyed the essence of ERA. Effective influencer marketing often involves not just showcasing a product but also narrating the brand’s story, its mission, values, and what sets it apart from competitors.
  • Unclear Value Proposition: Potential customers who viewed Arii’s posts may have been left wondering why they should be interested in ERA’s T-shirts. What was unique about these T-shirts? Why should they consider purchasing them? A clear value proposition was missing.
  • Call to Action (CTA) Absence: Encouraging users to take a specific action, such as visiting the brand’s website or making a purchase, was seemingly absent in Arii’s posts. Including a compelling CTA can guide followers toward the desired action.

Mismatches in Style

Arii’s personal style, as showcased in her previous posts and content, typically leaned towards form-fitting, waist-cut clothing. However, ERA’s T-shirt designs represented a different aesthetic—baggy and cosy. This style mismatch played a role in the lack of resonance with her audience.

  • Incongruence with Audience Expectations: Arii’s followers had grown accustomed to her specific fashion sense, and the sudden deviation from her usual style may have felt incongruent and disconnected. Such a deviation can confuse and even alienate the audience.
  • Importance of Authenticity: Authenticity is a critical element in influencer marketing. Followers often expect influencers to authentically align with the brands and products they promote. A mismatch in style can erode the authenticity of the endorsement.

Simplicity of the Offerings

ERA’s product line consisted of straightforward T-shirts with the word “ERA” emblazoned on them. The simplicity of the offerings could have contributed to the lack of interest from Arii’s followers.

  • Limited Product Appeal: The T-shirts, while possibly of good quality, may not have offered a unique or compelling value proposition that resonated with Arii’s followers. Without a clear differentiator, followers may not have seen a compelling reason to make a purchase.
  • Visual Appeal: Visual elements play a significant role in influencer marketing. The design of the T-shirts, as well as how they were presented, may not have been visually engaging or captivating enough to prompt followers to take action.
  • Product Messaging: The messaging around the T-shirts may not have effectively communicated why they were worth buying. Effective influencer marketing often involves providing followers with specific reasons to consider a product.

The Shift Towards Value Alignment

In the current influencer marketing landscape, the emphasis is shifting away from follower counts as the sole metric of success. Brands are recognizing that true influence goes beyond numbers—it lies in the alignment of values within the influencer community. Even influencers with a billion followers may be ineffective if their community engagement is lacking.

woman hold a cup while using laptop

Strategic Influencer Partnerships

In today’s influencer marketing landscape, brands are adopting a more strategic approach to forming partnerships with influencers. This shift is driven by the recognition that a successful influencer collaboration goes beyond superficial metrics and requires a deeper understanding of both the influencer and their audience. Here are key aspects of strategic influencer partnerships:

  1. Scrutinising Historical Posts: Brands now carefully examine an influencer’s historical posts and content to assess their alignment with the brand’s values and image. This proactive step helps identify any past content or associations that could potentially generate negative public relations or conflicts of interest. It’s a way to ensure that the influencer’s track record aligns with the brand’s goals and values.
  2. Depth of Engagement: Beyond follower counts, brands are interested in the depth of engagement within an influencer’s follower community. Metrics such as likes, comments, shares, and the overall interaction rate provide insights into how actively engaged an influencer’s audience is. A highly engaged audience is more likely to respond positively to endorsements and recommendations.
  3. Influencer Responsiveness: Responsiveness is a valuable trait for influencers. Brands seek influencers who actively engage with their followers, respond to comments, and maintain open communication. This not only enhances the authenticity of the influencer’s recommendations but also fosters a sense of community and trust among followers.
  4. Extent of Post Saves: The number of times an influencer’s content is saved or bookmarked by their followers is an indicator of content value and relevance. When followers save a post, it often signifies an intention to revisit or take action, such as making a purchase. Brands consider this metric as it reflects the long-term impact of influencer content.
video recording

The Cautionary Tale of Arii

Arii’s experience serves as a cautionary tale for both influencers and brands in the influencer marketing realm. Her struggle to sell T-shirts despite a large follower count underscores the importance of looking beyond mere numbers. It highlights that follower counts alone do not guarantee success in influencer marketing.

Going Beyond Surface-Level Metrics

Successful influencer marketing now hinges on several critical factors:

  • Genuine Engagement: Brands value influencers who can foster genuine engagement and meaningful interactions with their audience. Authenticity and sincerity in these engagements often lead to better conversion rates.
  • Value Alignment: Influencers should align with a brand’s values and goals. A seamless alignment ensures that endorsements feel natural and resonate with the influencer’s audience.
  • Strategic Partnerships: Brands are seeking long-term and strategic partnerships with influencers who are committed to their brand and can help shape the brand’s narrative over time.
  • Measuring Impact: Brands are investing in tools and strategies to measure the real impact of influencer collaborations, going beyond vanity metrics to track conversions, brand sentiment, and ROI.

Adapting to a Changing Landscape

In a landscape where authenticity and commitment are paramount, both influencers and brands need to adapt to these evolving dynamics. This adaptation involves building relationships based on trust, transparency, and shared values, ultimately resulting in influencer marketing campaigns that resonate with audiences and drive meaningful results. The influencer marketing game is evolving, and those who recognize and embrace this shift are poised for success in the modern digital landscape.

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The Top Instagram Hashtags and Tips 2021

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Instagram hashtags have been one of the organic follower growth tactics since the introduction of the platform. Through searching for hashtags, users are able to see Instagram posts with the relevant tag. Users can also follow hashtags to see hashtagged content on their feed.

The power of Instagram hashtags have been highly regarded in digital marketing, especially with the additional reach and engagements that hashtags can bring. A post with at least one hashtag averages 12.6% higher engagement than posts without, demonstrating the importance of a hashtag strategy to nurture followers growth.

Using hashtags that are relevant to the business and targeted helps brands to be discovered by new audiences, which lead to more engagement, followers and customers. A careful selection of hashtags could bring businesses to a new audience and open a new market.

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The top Instagram hashtags in 2021

Instagram hashtags work by organising and categorising photos and videos. Authors of Instagram posts and stories can add hashtags to the caption for their content to show on the hashtag page. Using hashtags help to bring additional reach and exposure to public Instagram accounts and encourage organic follower growth.

Using popular hashtags isn’t always the best strategy for getting more engagement on your posts and stories. It is important to understand the different types of hashtags and their corresponding audiences to develop an effective Instagram hashtag strategy!

Here is the list of the top 20 Instagram hashtags of 2021:

  1. #beach
  2. #l4l
  3. #blogger
  4. #instadaily
  5. #lol
  6. #blue
  7. #instagram
  8. #model
  9. #nature
  10. #hot
  11. #followme
  12. #pink
  13. #bestoftheday
  14. #night
  15. #blackandwhite
  16. #nofilter
  17. #food
  18. #f4f
  19. #family
  20. #foodporn
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The top 20 Instagram hashtags of all time

  1. #love
  2. #instagood
  3. #photooftheday
  4. #fashion
  5. #beautiful
  6. #like4like
  7. #picoftheday
  8. #art
  9. #happy
  10. #photography
  11. #instagram
  12. #followme
  13. #style
  14. #follow
  15. #instadaily
  16. #travel
  17. #life
  18. #cute
  19. #fitness
  20. #nature
woman smiling at her phone

Tips to use hashtags in 2021

Each Instagram post can have up to 30 hashtags and each Instagram story can have up to 10 hashtags. While it’s easy to fill all 30 slots, relevant hashtags help with reaching your target audience. Exploiting the use of hashtag may lead to customers considering the brand too desperate for reach and following.

When creating a branded hashtag, numbers are allowed in hashtags but not spaces and special characters. Only hashtags added by the post author will be recognised by Instagram. Hashtags by other users will not show on Instagram’s hashtag feed.

If you are using hashtags for giveaways and contests, make sure to remind the participants to set their profile as public. Private profiles using hashtags will not appear publicly.

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Blog Instagram Social Media

The Different Types of Instagram Hashtags

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In the ever-evolving realm of social media, mastering the art of Instagram hashtags is akin to wielding a powerful tool in the hands of a savvy marketer. Hashtags serve as the connective tissue that binds users, content, and communities in the vast Instagram landscape. Understanding the different types of hashtags and their corresponding audiences is pivotal in crafting a successful Instagram hashtag strategy. In this comprehensive guide, we delve deep into the world of hashtags, exploring three key types: community hashtags, branded hashtags, and campaign hashtags, each offering distinct benefits for brands.

The Essence of Hashtags

Before delving into the intricacies of these hashtag categories, let’s start with the basics. A hashtag, represented by the ‘#’ symbol, is a metadata tag used on social media platforms to categorise content and facilitate its discoverability. When users click on or search for a specific hashtag, they are presented with a feed of posts and stories that include that hashtag. This functionality makes hashtags a potent tool for increasing the visibility of your content to a broader audience, far beyond your immediate followers.

chatting with friends

Community Hashtags: Forging Connections

Why Are Community Hashtags Important?

Community hashtags are digital threads that weave together like-minded users who share a common interest, passion, or theme. They serve as virtual gathering places where individuals with similar affinities congregate. Employing community hashtags is instrumental for brands seeking to establish connections, enhance content discoverability, amass followers, and cultivate a dedicated online community.

Exploring Various Types of Community Hashtags

  • Product or Service Hashtags: These hashtags directly relate to your offerings, such as #florist for a flower shop or #dress for a clothing boutique.
  • Niche-specific Hashtags: To target a specific segment within your industry, use hashtags like #weddingphotographer or #travelphotographer to hone in on your niche.
  • Industry Instagram Communities: Engage with broader industry communities by utilizing hashtags like #bakersofinstagram or #foodiesofinstagram, fostering networking opportunities.
  • Event or Seasonal Hashtags: Capitalize on trending events or seasons with hashtags like #movember or #donutday to tap into relevant conversations.
  • Location-based Hashtags: Boost your local presence by incorporating location-based hashtags like #madeinmelbourne or #cafeinnewyork.
  • Daily Hashtags: Join the daily conversation on Instagram by embracing daily hashtags such as #mondayblues, keeping your content timely and relevant.
  • Content-relevant Phrases: Use phrases that resonate with your content, like #doglovers or #beyourself, to connect with individuals who share similar interests.
  • Acronyms and Emojis: Engage in the digital shorthand of hashtags like #potd (photo of the day) or #tbt (throwback Thursday), or add an emotional touch with emojis like #🌟 or #🌺.

Remember that variety is key. Employ a diverse array of community hashtags in your posts and stories to tap into different communities and expand your reach.

hashtag neon lights on wall

Branded Hashtags: Crafting Your Identity

Why Are Branded Hashtags Important?

Branded hashtags serve as the embodiment of your brand’s identity on Instagram. These unique and custom hashtags are crafted to connect themes, campaigns, and conversations between your brand and your audience. Branded hashtags can boost brand recognition, promote user-generated content (UGC), and amplify your brand’s presence.

Crafting Effective Branded Hashtags

  • Simple Brand Name: A straightforward branded hashtag can be your company name, tagline, or the name of a product or campaign.
  • Brand Identity: Alternatively, your branded hashtag can reflect your brand’s identity or values, even if it doesn’t contain your brand name. This approach allows you to convey a specific message or sentiment associated with your brand.
  • Engagement Encouragement: Encourage your Instagram followers to use your branded hashtag in their posts and stories. This user-generated content not only increases your brand’s visibility but also fosters a sense of community and engagement.
  • Promotion and Tracking: Promote your branded hashtag on your stories, in captions, and across your marketing materials. Additionally, tracking your branded hashtag enables you to monitor and engage with user-generated content effectively.
hashtag paper on hand

Campaign Hashtags: Focused and Impactful

Why Are Campaign Hashtags Important?

Campaign hashtags are designed for shorter-term initiatives, typically tied to specific marketing campaigns, events, product launches, or partnerships. These hashtags generate concentrated engagement over a brief period, making them perfect for building momentum and fostering a sense of urgency.

Harnessing the Power of Campaign Hashtags

  • Short and Sweet: Campaign hashtags should be concise and memorable, facilitating easy recall by your audience.
  • Campaign Alignment: Ensure that your campaign hashtag aligns seamlessly with the campaign’s theme, message, or goals.
  • User Engagement: Encourage user participation by urging them to incorporate the campaign hashtag in their posts, enabling them to become part of the campaign’s narrative.
  • Time-bound: As campaign hashtags are time-sensitive, set a clear start and end date to create a sense of urgency.

In the dynamic realm of Instagram marketing, a strategic approach to hashtags is pivotal. Community hashtags help you connect with like-minded audiences, branded hashtags foster brand identity and engagement, and campaign hashtags generate short-term buzz. By understanding the nuances of each hashtag type, you can create a holistic Instagram hashtag strategy that elevates your brand’s presence, fosters community, and drives engagement.

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Blog Instagram Social Media

How to Find the Best Instagram Hashtags for Your Account

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Instagram continues to reign supreme as a platform for sharing visual content, engaging with audiences, and building brand presence. One of the most potent tools at your disposal on this platform is the humble hashtag. However, the key to success with Instagram hashtags is not just throwing popular ones onto your posts haphazardly. To truly leverage the power of hashtags, you need a well-thought-out strategy. In this comprehensive guide, we’ll delve into the art and science of finding the best Instagram hashtags for your account, helping you maximise your reach and engagement.

hashtag graphic

The Pitfall of Popular Hashtags

It’s tempting to use those ubiquitous hashtags like #love, #happy, or #dog, which have been used millions of times. After all, they appear to have massive engagement potential. However, the reality is that using such generic hashtags may not yield the results you desire. While your post might appear in the feed of those hashtags, the competition is fierce, making it challenging to stand out. To truly make an impact, it’s essential to adopt a more strategic approach.

The Power of Niche Hashtags

Instead of swimming in the vast sea of popular Instagram hashtags, consider finding and using hashtags that are smaller, more niche, and possess an engaged audience relevant to your industry or business. The logic behind this strategy is simple: the more niche the topic, the more conversations users are having around it. Therefore, by honing in on a specific topic or theme, you increase the likelihood of connecting with an audience genuinely interested in your content. It’s remarkable just how niche hashtags can get, and that’s where the treasure trove of engagement lies.

Understanding Your Audience

To embark on your hashtag journey, you must first have a deep understanding of your target audience. Your hashtags should be not just relevant but contain keywords and phrases that your audience is actively searching for. This valuable insight can be gleaned from thorough market research and social media intelligence to understand what your target audience is discussing online. Knowing their pain points, interests, and preferences will be your North Star when selecting hashtags.

Learning from Competitors

A fantastic way to gain valuable hashtag inspiration is by examining what successful brands in your network are doing. Take a closer look at brands with similar content, products, or a target audience akin to yours. Scrutinise their content strategy, focusing on their top-performing posts. Highlight the hashtags they employ and consider their applicability to your brand for future posts. Your competitors can serve as a treasure trove of insights, helping you refine your hashtag strategy.

searching hashtag on instagram app

Emulating Industry Leaders

Instagram influencers and industry leaders who share your target audience can be a goldmine for identifying effective hashtags. Every industry has its respective key influencers – those who have already garnered a substantial following of your ideal customers. Find out who these influencers are in your niche and use their posts as a source of inspiration. They are already well-established with your target audience, so why not learn from the best? Analyse their content and note the hashtags they use consistently.

Exploring Related Hashtags

Expanding your hashtag repertoire involves exploring related hashtags. This approach not only broadens your reach but also deepens your connection with a community of like-minded users. To do this, simply type your primary hashtag into Instagram’s search bar and then select “tags” from the dropdown menu. This action will unveil a list of top hashtags closely related to your chosen one, providing additional avenues to reach, monitor, and engage with your target audience. You can also browse through posts containing a hashtag you’re already having success with, as this can lead you to related hashtags that are resonating with your audience.

The Art of Balancing Act

While it’s tempting to go all-in on niche hashtags or rely exclusively on what competitors and influencers are using, the key to hashtag success is balance. Aim for a mix of hashtags that cater to different aspects of your content, industry, and audience. Here are some tips to strike that delicate balance:

  • Size Matters: Use a combination of hashtag sizes. Include a few popular ones (but not overly saturated) to broaden your reach and some smaller, niche ones for targeted engagement.
  • Stay Relevant: Ensure that the hashtags you choose are always relevant to your content. Using unrelated or random hashtags can confuse your audience and damage your brand’s credibility.
  • Rotate and Experiment: Don’t use the exact same set of hashtags for every post. Rotate them and experiment with new ones regularly to keep your content fresh and attract a diverse audience.
  • Track Performance: Keep an eye on how different hashtags perform. Over time, you’ll identify which ones drive the most engagement and adjust your strategy accordingly.
  • Create Your Unique Hashtags: Consider inventing your brand-specific or campaign-specific hashtags. This not only helps in branding but can also foster a sense of community among your followers.
  • Mind the Limit: Instagram allows up to 30 hashtags per post, but using all 30 isn’t mandatory. Find the right number that works for your content – it could be 10, 15, or any other number.
four friends laughing together

Tools and Resources

To make your hashtag research and implementation more efficient, consider using some of the many available tools and resources:

  • Instagram’s Search Bar: As mentioned earlier, Instagram’s search bar is a valuable resource for discovering related hashtags.
  • Hashtag Generator Tools: Several online tools can help generate relevant hashtags based on a keyword or topic. Examples include Hashtagify and All Hashtag.
  • Analytics Platforms: Social media analytics platforms like Sprout Social and Hootsuite can provide insights into hashtag performance and audience engagement.
  • Competitor Analysis Tools: Tools like SEMrush and Buzzsumo can help you analyse your competitors’ content and identify the hashtags they use.
  • Industry-Specific Hashtag Lists: Some industries have curated lists of popular and niche hashtags that are commonly used. These can be a great starting point for your research.
  • Create a Personalized Hashtag Library: Maintain a library of hashtags that have worked well for your content in the past. This can save time when posting new content.

Summary

Mastering the art of finding the best Instagram hashtags for your account is a blend of strategy, research, and creativity. By understanding your audience, learning from competitors and influencers, exploring related hashtags, and striking a balance in your hashtag usage, you can elevate your Instagram game and connect with the right audience. Remember that hashtag trends evolve, so stay agile and adapt your strategy accordingly. With the right hashtags, your Instagram account can become a powerful tool for brand promotion and community engagement.

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Blog Instagram Social Media

Best Practices for Instagram Hashtags (Updated 2023)

Woman walk in front of neon wall

In the fast-paced world of social media, Instagram hashtags remain a potent tool for customer discovery and content visibility. However, it’s crucial to use them strategically to avoid appearing spammy and damaging your brand’s image. In this comprehensive guide, we’ll explore the best practices for using Instagram hashtags effectively in 2023.

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When to Use Instagram Hashtags

The first question that often arises is when to use Instagram hashtags. The answer, in short, is as often as possible. Whether you’re sharing a post or an Instagram story, incorporating hashtags into your content can significantly expand your reach and increase your chances of being discovered.

However, it’s essential to exercise discretion. There are occasions when using hashtags may not be appropriate, such as when sharing sensitive or emotionally charged content. In such cases, it’s advisable to carefully consider the tone and subject matter of your post and evaluate your goals before deciding whether to use hashtags.

The Quantity Conundrum: How Many Hashtags to Use

One of the most common questions is, “How many hashtags should I use?” Unfortunately, there is no one-size-fits-all answer. Different experts have varying opinions on the matter. Some, like social media strategist Alex Tooby, advocate for using the maximum number of hashtags allowed (30) to maximise your chances of discovery. Others recommend a more conservative approach, suggesting that 5-10 hashtags suffice.

Ultimately, the decision depends on your content and your audience. If you can identify 30 highly relevant hashtags for each post, it may be worthwhile to use them. However, the quality of your hashtags is paramount. Using a plethora of irrelevant or generic hashtags can harm your brand’s image and engagement. Thus, strike a balance between quantity and relevance.

woman smiling at her phone

Crafting the Perfect Hashtag Selection

Choosing the right hashtags is a critical step in your Instagram strategy. To make your hashtags work for you, focus on intentionality. Ensure that the hashtags you select are actively searched for and followed by your target audience.

To avoid coming across as spammy, it’s essential to diversify your hashtag selection for each post. Avoid using overused and gimmicky hashtags such as #likeforlike or tags that have been employed over a million times. While these might yield a few extra likes, they won’t contribute to building an engaged, targeted following.

Instead, hunt for ultra-niche community hashtags that are highly relevant to the content you post. These hashtags not only increase your discoverability among like-minded users but also foster a sense of community around your content. Moreover, don’t forget to utilise a branded hashtag when appropriate. Using your branded hashtag consistently is the first step in encouraging others to share it, thereby amplifying your brand’s reach.

Visibility Matters: Where to Place Your Hashtags

Instagram offers two primary locations for placing hashtags: within the post caption or in the comments. Each has its advantages and considerations.

Adding Hashtags to the Post Caption

Including hashtags in your post caption has the benefit of immediately engaging with users interested in those hashtags as soon as you hit the “publish” button. This can result in quicker initial engagement with your content.

Placing Hashtags in Comments

Alternatively, you can add hashtags in the comments section of your post. This keeps your caption looking clean and uncluttered, contributing to a visually appealing aesthetic. However, it’s important to note that this approach may delay engagement with users interested in those hashtags, as they won’t see your post until after you’ve added the comment.

To maintain a tidy caption while using hashtags, you can employ line breaks to separate the main part of your caption from the hashtags. This design choice allows you to strike a balance between aesthetics and discoverability, catering to both visual appeal and engagement.

three friends looking at a phone while having tea

Embracing Hashtag Trends

In addition to these best practices, it’s essential to stay current with hashtag trends in 2023. Social media trends evolve rapidly, and Instagram is no exception. To keep your hashtag strategy effective, consider the following:

  • Stay Updated: Regularly research and update your list of hashtags to ensure they are still relevant and trending within your niche.
  • Follow Industry Influencers: Influencers and industry leaders often introduce new and trending hashtags. Keep an eye on their content and incorporate relevant trends into your strategy.
  • Monitor Engagement: Continuously analyse the performance of your hashtags. Identify which ones generate the most engagement and adjust your approach accordingly.
  • Use Analytics Tools: Leverage social media analytics tools to gain insights into hashtag performance, audience demographics, and content engagement.
  • Create Campaign-Specific Hashtags: For specific marketing campaigns or promotions, consider creating unique and memorable campaign hashtags. These can help build buzz and encourage user-generated content.

Summary

Instagram hashtags remain a valuable asset for expanding your reach and engaging with your target audience in 2023. By following these best practices, including using hashtags consistently, choosing the right quantity and quality, and strategically placing them in captions or comments, you can harness the full potential of Instagram’s hashtag ecosystem. Keep an eye on evolving trends and adapt your strategy accordingly to stay ahead in the dynamic world of social media marketing.