• The best Tik Tok Content

    TikTok is undoubtedly one of the biggest stars in social media. The Chinese platform is currently the second most popular platform for influencer marketing campaigns.

    TikTok currently has 689 million monthly active users globally. These users spend an average of 52 minutes a day on the app, with 90% of them logging in daily.

    The platform has generated a global boom, being available in 155 countries and in a total of 75 languages.

    What is the content that engages users?

    Although at first glance it may seem a rather restricted format, being only short videos, many types of content can be created on Tik Tok. Here are some of the most popular:

    Social Media Challenges:

    Challenges are the most viral content on social media. They generate global trends, work internationally and help increase the number of followers if done well.

    A good example of this type of challenges is “Flip the switch”, which has even been done by SNL itself.

    @nbcsnl𝗙𝗹𝗢𝗽𝗽𝗲𝗱 π˜π—΅π—² π˜€π˜„π—Άπ˜π—°π—΅.♬ Nonstop – Drake

    Videos based on trending hashtags:

    Most popular categories on TikTok Worldwide according to Statista

    It is essential to know the most popular hashtags of the moment to generate attractive content for our target. In TikTok, this type of content often varies according to the challenges, trends and markets, however, they tend to follow a similar line.

    In the graph that accompanies this text, from a Statista study, we can see the most popular content categories on TikTok at an international level, calculated according to the number of views per hashtags.

    In addition, to find out which content is the most popular in different parts of the world, you can consult the trend reports generated by the platform itself, divided by market, to also find out the differences between them: Our TikTok Trend Report is here: Discover What’s Next | TikTok For BusinessΒ 

    Dance videos are the most popular content:

    TikTok dances are very popular within the platform

    If there is one thing TikTok is known for, it is its dance and choreography videos, content that remains among the most popular on the platform.Β 

    Learning choreographies, having failed videos or being a real pro are some of the ways to generate dance videos. Even within the topic, there are a lot of ways of creating content.

    Song videos:

    These are videos, popularised by TikTok, in which people lip-sync to a song and even act out the lyrics. Sometimes they recreate a scene from the original video. Other times they put their own spin on it.

    In addition, another of the most popular content on the platform is collaborations to create music in a unique way. One of the latest viral videos has been from Sea Shanty, which generated repercussions on other social networks.

    @nathanevanssThe Wellerman. ##seashanty ##sea ##shanty ##viral ##singing ##acoustic ##pirate ##new ##original ##fyp ##foryou ##foryoupage ##singer ##scottishsinger ##scottish♬ Wellerman – Sea Shanty – Nathan Evans

    @sguerraandre##duet with @jonnystewartbass I’m late to the party, but I’m obsessed with all of these basses and got so excited. ##wellerman ##seashanty ##basssinging♬ Wellerman – Sea Shanty – Nathan Evans

    Dialogue reenactments:

    Another of the most popular content internationally is dialogue reenactment, very much in line with the lip-syncing, the interpretation of famous, funny scenes or simply the audio of other Tik Tok is a widely used resource to generate successful videos.

    Cute animal videos:

    Who doesn’t like to watch cute videos of animals? Animals in general, and pets in particular, have always been a source of engagement generation, with accounts dedicated solely to this type of content.

    ASMR videos to calm yourself:

    ASMR videos, Autonomous Sensory Meridian Response, are content that generate a calming sensation in those who watch it, either because of their soothing sounds or because they are aesthetically pleasing.

    In a world as changing and stressful as the one we live in nowadays, ASMR videos are becoming more and more popular, they are not only a popular content on Tik Tok, but we can also find them on Youtube, Instagram and even on Twitch live streams.

    Comedy content is on the rise:

    This is a little tricky! A lot of the content mentioned above can be aimed at generating a comedic effect, but comedy is also a separate format on the platform.

    From surreal situations, classic jokes to musical comedy, the possibilities are endless.

    One example is Luke Millington-Drake who became famous thanks to his on-point impersonations of Jude Law, Hugh Grant and, above all, Keira Knightley.

    @lukemillingtondrakeThe new parfum! ##comedy ##comedyvideo ##tiktokcomedy ##fyp ##foryou ##foryoupage ##keiraknightley ##chanel ##perfume ##malibu♬ This Is A Man’s World – Midnight Players

    Science Experiments content is always an interesting option:

    Home science experiments and the possibility of replicating them is another type of video that can be seen on TikTok.Β 

    There are, as in other categories, profiles dedicated solely to this, creating trends and challenges about different experiments.

    @cosmo.guyHow beautiful is it from 1 to 10? 😍 ##scienceismagic ##beautiful ##satisfying ##experiment♬ Can’t Hold Us – Jonathan_GF97

    Want to know more about TikTok?

    At SamyRoad we are experts in influencer marketing campaigns, offering end-to-end solutions for brands and looking for the best profiles that match their values.

    If you are curious to know more do not hesitate to contact us.

  • With a meteoric rise to the top of the most downloaded iOS apps, Clubhouse is currently positioned as one of the social livestreaming platforms with the most potential.

    Launched in April 2020, the platform currently has more than 10 million active users per week and expects to reach even more people in 2021 with its arrival on Android in mid-2021.

    What’s so special about Clubhouse?

    Clubhouse is all about the sound. The platform is born from the podcast concept and adds a twist: live and interactive experience. In addition, the invitation-only access and the fact that it is, for the moment, an iPhone-only product, creates a sense of exclusivity.

    The magic of livestreaming, already discussed in our article about Twitch, is based on several key points. On the one hand, we have the dreaded FOMO, fear of missing out, people want to be part of something that is happening at that moment and will only happen at that moment. On the other hand, we have the possibility of active participation by the audience, who can easily become part of the group of speakers.

    The potential of the livestreaming platform

    The platform is still growing and adding more features in a continuous improvement of the platform, focusing on helping creators, improving technicalities and listening to user requests.

    Clubhouse offers a new way for brands to socialise with audiences. There are several ways to do this, here are some of them:

    • Sponsoring a room: Invite people to talk about a specific topic with public sponsorship of your brand.
    • Round tables: create a space for discussion of a specific topic moderated by the brand.
    • Active participation in different rooms: the brand can be a participant in the rooms created by users.

    Dare to be creative

    The fear of unpredictability in the livestreaming world is real, but the possibilities it offers are even greater.

    A prime example of this is the narrative games that are already being played on the platform. As Marketing Directo points out in this article (in Spanish), they have almost unlimited potential for brands.

    On April 17th, a group of users, led by Goya winner for best original screenplay David Pulido, created an investigation game based on the murder on the Orient Express. In this game, users could walk through its carriages and listen to the conversations of its characters to try to find out, through clues and situations, who was guilty of the murder committed.

    Gathering a total of 188 spectators and participants during the more than three hours of the event, the innovative and immersive narrative created by Pulido became a mass success.

    A brand could create, with the help of skilled hands, an original sponsored narrative game that will engage the audience, generating visibility and desired buzz around it, even including prizes for the winner(s).

    Need help or want to know more about livestreaming platforms?

    At SamyRoad, we are experts in partnership campaigns with profiles and creating original and engaging content for audiences.

    If you are interested in learning more about the possibilities of the platforms and how we can help you, contact us.

  • Twitch as an Influencer Marketing platform

    Twitch is, nowadays, one of the main platforms to take into account when carrying out an influencer marketing strategy, thanks to its capacity for reach, engagement and providing the naturalness that brands and users are looking for.

    Social networks are constantly evolving, adapting to the needs of their users and offering continuous modifications and improvements to keep up to date with trends in the digital world.

    At the moment, livestreaming is, without a doubt, one of the concepts most in demand by the public, thanks to both the immediacy of the moment and the generation of the dreaded FOMO.

    And when it comes to livestreaming, Twitch is undoubtedly the king.

    But… What is Twitch?

    Born in 2011, Twitch is a livestreaming platform that gained popularity in the gaming world thanks to its functionalities, which made it easy to show live games, gameplays, as well as live streams simply by talking.

    The peak of the platform was achieved in the early 2020s, when, during the lockdown, many people were encouraged to join as users and feel more like they were in the company of others, and thousands, if not millions, of new viewers were hooked.

    How influencer marketing appears on the platform

    More and more consumers are looking for naturalness in influencers and there is no better way to achieve this than live. In a live show, you can’t predict what is going to happen or what you are going to talk about, and it generates a sense of closeness and direct conversation with the audience.

    Brands definitely recognise the potential of this type of close relationship between influencers and have not hesitated to jump on the streaming bandwagon which, although it carries risks, the benefits it brings are even greater.

    Entertain First, Advertise Second

    Although this concept is increasingly being taken on board by profiles and brands, it is undoubtedly Twitch’s maxim. The consumer does not want to see a clear advertisement when they are navigating their social networks or watching a live stream of their favourite streamer, they want to be entertained.

    Something that brands must assume is that their product is not going to be the protagonist, the protagonist is the entertainment, and therefore the influencer. It is not so much interesting to see the product, although it can be entertaining, as it is to see the streamer’s reaction to the product.

    Why choose Twitch for my brand

    The platform has several strengths that encourage you as a brand to collaborate with streamers.

    • It is multi-sectorial, although most people consider Twitch to be a platform focused on the world of video games, more and more different types of topics are associated with it.
    • More than half of Twitch users are between 18 and 30 years old, 65% of whom are male (according to GlobalWebindex), i.e. an audience that is very difficult to reach by other means.
    • The average Twitch user spends 95 minutes a day on Twitch. These users, or viewers, also become loyal followers of the live streams they watch.
    • Amazon bought Twitch on 2014.Since then its profits have grown to generate $1.54 billion in 2019.
    • Depending on the type of content, we find a niche audience, which helps to reach people with very specific characteristics.
    • Due to its format, Twitch presents new ways to promote your product or service, such as unboxings, giveaways or shoutouts. In addition, you can measure performance by including, if you wish, a direct link to your brand’s e-commerce.

    Want to know more about how to implement it in your strategy?

    The options offered by Twitch are very varied, at Samyroad we have prepared a report on the platform, here you have the preview.

    In addition, we did a webinar on the rise of livestreaming platforms, if you missed it you can watch the full recording here (in Spanish).

    If you want to know more about the possibilities of Twitch, about how to integrate an influencer marketing strategy in your brand or you are just curious to meet us, don’t hesitate to contact us.

    Sources: backlinko, businessofapps, GlobalWebindex, Rockwater
  • How many types of influencers are there? Which are the best profiles for my marketing strategy?

    In Influencer Marketing it is essential to know the types of influencers that exist, the different ways to classify these profiles and to know, thanks to expert help, which are the characteristics that make an influencer the perfect one for your brand.

    There are four main ways of classifying the types of influencers

    Firstly, we would have the classification according to content, i.e. based on the content generated by that profile.

    Secondly, we have the classification according to the size of their audience, since depending on the campaign we want to carry out, we are interested in a more or less defined audience.

    Thirdly, according to the platform, there are influencers known on various platforms but many of them move on a main one, a streamer is not the same as an instagramer.

    Fourthly, we find the classification according to profile, i.e. influencers can be divided according to their professional or personal life.

    Variety of Influencers according to content:

    Influencers by content
    • Fashion:

    The fashion sector is one of the most popular thanks to its versatility. These profiles are mainly focused on clothes and accessories and how to combine both to create different looks.  They usually offer product reviews, promotions, work directly with lines created by different brands, show the “haul” achieved post-shopping and also offer style tips.

    • Beauty:

    Another big sector, especially on networks such as Instagram, but also Youtube. These influencers share beauty tips, product reviews, tutorials and more, and can easily raise awareness about a beauty brand and increase sales. Influencers of this type vary from ordinary people who love makeup to professional makeup artists.

    • Gamers:

    The gaming sector is on the rise, and with it the gamer or caster profile, i.e. professional or semi-professional video game players and also those who narrate competitions in the eSports world. From collaborative videos, gameplays, tutorials to energy drink promotions, the world of gaming is becoming more and more mainstream every day.

    • Fitness

    Healthy lifestyles are something that many of us pursue. Influencers focused on fitness or sports are a motivating element for many of their followers. They endorse sports brands, food and beverage brands related to the health and wellness sector, specific food and fitness programmes, etc.

    Type of Influencers according to audience size:

    Influencers by audience size

    Depending on the type of campaign to be carried out, we benefit from a certain size of audience, at a more general or niche level, when it comes to generating impact. This is why we must define whether we want to have nano, micro, macro or mega influencer. The number of followers of each varies according to different studies.

    • Nano influencers (1K – 10K)

    These are those with a small community, ranging from 1,000 to 10,000 followers. Although their number of followers is smaller, their audience is highly loyal.

    • Micro influencers (10K – 100K)

    Micro influencers’ followers can reach up to 100,000. The fame of most of these profiles was born in the social networks themselves. They have a high level of engagement and a very segmented audience.

    • Macro influencers (100K-1M)

    Macro influencers have between 100,000 and one million followers. Like micro influencers, they tend to be popular thanks to their profile on different social networks. They have a large audience and, in addition, this audience has been cultivated thanks to their continuous relationship with them, so it is a loyal one.

    • Mega influencers (1M or more)

    In this type of influencers we usually find celebrities or previously known personalities, who reach large audiences and therefore, these audiences are highly diversified.

    Type of Influencers by platform:

    The term itself is self-explanatory. Not all influencers use the same platforms to communicate or publish content. Depending on the type of campaign, product or service to be promoted, it is necessary to know whether we need the profile of a streamer, a youtuber, an instagrammer or a twitterer. Each platform has its own characteristics and therefore it is very important to know what type of profile to use.

    Classification of Influencers by profile:

    Influencers by profile

    Finally, we find the differentiation of influencers according to profile. Within this classification we find expert profiles, trend-seekers, celebrities and consumers.

    • Experts:

    These are profiles that have professional knowledge of what they are talking about. They can be techies, personal shoppers, professional make-up artists, etcetera.

    • Trend-seekers:

    They are those who are always up to date. They are always the first to find out what’s coming up and to get hold of them so they can show it to their audience.

    • Celebrities:

    They are public figures who have a large number of followers and use their social networks to be closer to their fans.

    • Consumers:

    Consumers themselves can also be influencers thanks to their interest in sharing opinions or recommendations with their followers. In addition, consumers are also content generators, so brands should take them into account.

    How can we help you?

    Choosing the right profile, according to characteristics, our type of product and the data we want to collect is, on many occasions, a complex task.

    At Samyroad we can help you find the perfect profile for your campaign thanks to our experience as an agency focused on influencer marketing.

    Moreover, at Samyroad we have our own tool, Shinebuzz, which allows us to analytically choose the perfect profiles for your brand and measure the campaign to know its reach and success.

    If you have any doubts or you want to know more about it, don’t hesitate to contact us!

    Want to know more about our expertise? Follow us on LinkedIn!

  • What is Influencer Marketing?

    Date: April 5, 2021

    Influencer marketing is a digital marketing strategy that consists of taking advantage of a public profile and, through collaborations, getting the brand’s message or commercial proposal across.

    Although it may seem simple at first glance, influencer marketing involves a difficulty that arises, firstly, when choosing the profiles that best suit your brand and, secondly, the creation of appropriate content according to the social platform used.

    The value of influencer marketing has been more than backed up by its results and the interest it generates among brands. 

    According to BusinessInsider, investment in influencer marketing will reach $15 billion by 2022. In 2020, 47% of brands were already planning to increase their budget for influencer campaigns. 

    Moreover, this type of strategy generates up to eleven times more ROI than traditional marketing.

    But, what’s an influencer?

    Social networks are the cause of this type of marketing, as they are where the emergence of the well-known influencers has been generated, a figure that nevertheless already existed before in the concept of celebrities.

    An influencer is a person who, thanks to their profile, their way of communicating and the content they generate, has created a loyal audience base.

    The strength of influencers lies not only in their charisma but also in generating closeness and a bond with the public that brands cannot achieve through traditional marketing. People see themselves reflected in the profiles they follow, whether by tastes, lifestyle or values.

    61% of consumers trust social media networks as their main source of information regarding the quality of a product or service. In fact, according to BrandManic, up to 92% of people are willing to trust opinions about brands even without knowing the person making the recommendation.

    In other words, the influence, hence the name, generated by this type of profile is much greater than that generated by a brand profile. Moreover, the public is increasingly demanding more reality, naturalness and content generated by others as opposed to a standard advertisement.

    How to choose the perfect influencer for your marketing campaign?

    67% of brands believe that an influencer marketing campaign reaches much more specific target audiences. In addition, 94% of those who have used influencers for campaigns consider this method to be an effective strategy.

    However, not any influencer will do.

    Brands must take into account a series of essential values to choose the right profiles when carrying out an effective strategy, given that these profiles are the ones that will ensure the success or failure of the strategy. 

    The influencer must share the values of the brand they are going to represent.

    As has been proven with other types of marketing strategies, it is essential to have the ability to quantitatively measure the content and success of the campaign, as well as to know how to judge both quantitatively and qualitatively the different potential profiles from which to choose the perfect match.

    How can we help you?

    At Samyroad we are experts in influencer marketing.

    We have our own tool that allows us to analytically choose the perfect influencer profiles for your brand and measure the campaign to know its reach and success.

    Do you want to know more? Contact us!