Influencer marketing has become an increasingly popular tool for brands to connect with their target audience on social media. However, with so many brands jumping on the influencer bandwagon, it can be challenging to stand out and make an impact. To take your influencer marketing strategy to the next level, you need to incorporate paid media and data intelligence.
Thyga brings creativity, data and strategy together to create the most efficient paid media plan at a fraction of the cost. And, by being part of the Samy Alliance network of digital agencies, SamyRoad can integrate efforts with Thyga to boost the results of our campaigns.
We focus on four key pillars: finding the right person (overcoming targeting restrictions to ensure only the target audience is exposed to the campaign), partnering with innovative social platforms, utilising relevant influencers and ambassadors, and optimising the media spend to conversion rather than just engagement.
Thyga uses unique research, creative, and influencer capabilities to improve media performance. As a paid media agency obsessed with delivering the right message to the right person, the data-driven approach allows us to understand your audience better, deliver effective messaging, and reach them with higher cost efficiency.
Our data intelligence suite is used to identify the right influencers to work with. By analysing data on social media engagement, audience demographics, and interests, we can identify the social media authors who are most likely to resonate with your target audience. This ensures we find ultra relevant influencers that are more effective in driving engagement and conversions for your campaigns.
With this approach, Thyga can use paid media to amplify the reach of influencer content, ensuring that it reaches a wider audience that may not have seen the post organically. And, with that, we track the performance of your influencer campaigns by monitoring metrics, comparing them with our predictions and therefore gaining insights into what’s working and what’s not. This information can be used to optimise future influencer campaigns and improve ROI.
Our ultimate goal at Thyga is to increase the effectiveness and precision of your influencer marketing strategy. We do this by leveraging top-notch influencer content, tracking campaign performance in real-time, and having the guarantee of results. With over 10 years of experience creating innovative and disruptive experiences, our team of experts is committed to helping your brand reach its target audience on social media in the most effective way possible.
For more information on Thyga, visit our website or get in touch at contact@thyga.com
It’s clear that influencer campaigns are a highly effective strategy, as evidenced by the fact that 8 out of 10 marketers plan to allocate 10-20% of their budget towards it in 2022-2023. Actually, the market size of influencer marketing is projected to reach $21.1 billion, according to Viralyft.
What all these numbers reveal? That brands and businesses recognise the value of influencer marketing, not just for increasing awareness, but also for driving sales. In fact, our study, State of the Influencer Marketing, shows that 36% of marketers consider driving sales to be the most important conversion metric for their IM strategy.
The rise of influencers has created a booming “creator economy,” revolutionising the way businesses and brands engage with consumers
Truth be told, influencer marketing is a profitable business. Various media outlets and studies have highlighted the key elements of an effective marketing strategy, including setting clear goals, selecting the right influencer, considering their reach and expertise, ensuring brand values align, developing a content strategy, and measuring results. The question, now, is how to achieve these goals.
In the Influencer world, there is room for all sizes and territories
Regarding the “size” or “reach” of influencers, it is outdated to believe that the largest influencer is always the best choice just because of that. Several factors must be taken into consideration, including the niche we are trying to reach as a brand, whether it’s our established target audience or a new business opportunity.
However, the main question remains: how do we filter, select, and develop a strategy with the right influencer? Many CMOs and CEOs are concerned with this issue. Fortunately, through innovation in technology and solutions, we have discovered a way to achieve these goals.
The role of AI in Influencer Marketing Campaigns
In today’s influencer marketing industry, artificial intelligence (AI) is revolutionising the way brands identify and collaborate with influencers. By analysing key data such as engagement rates, audience demographics, and content quality, AI-powered systems can help brands efficiently and effectively select the right influencers for their campaigns, saving valuable time and resources.
We have taken our 10 years of experience in the field to develop our own AI tools that enable us to plan, strategize, create, execute, and evaluate influencer marketing campaigns with unparalleled precision and customization. Our AI-based approach ensures that each campaign is tailored to the unique needs of our clients, delivering optimal results every time.
Influencer campaigns tools: we take the high Road
We offer a range of tools and services to help brands optimise their digital marketing strategies. We start with our digital strategy audit, which measures brand reputation and compares it to competitors, giving us valuable insights into a brand’s current position and potential opportunities.
This way we can analyse the latest consumer trends and social media content, using social listening to identify the topics that generate the most traction among audiences. Our ShineBuzz AI technology helps us identify the best match among over 120 million Key Opinion Leaders (KOL) for successful social media campaigns.
In addition, we use advanced analytics tools to identify niche influencers and non-influential characters who are driving conversations on social media in specific territories. We also analyse the affinity between influencers and brand profiles to create awareness among target audiences.
Our technology provides optimal benchmark prices for each influencer, taking into account performance KPIs, demographics, platforms, and formats. We also monitor campaign success and analyse KPIs of each publication comparatively, to determine the effectiveness of each influencer and compare strategies with competitors.
With this suite of tools and services, we help brands predict, plan, and report on their influencer marketing campaigns, providing valuable insights into market benchmarks and performance metrics.
Influencer marketing is here to stay as a powerful tool for brands to reach potential customers throughout various stages of their decision-making process. With the help of AI technology, brands can now identify the right influencers to collaborate with more efficiently and, combining the human expertise, develop hyper-personalised campaigns that resonate with their target audience and achieve their business goals of digital strategy, unlocking the full potential of influencers.
Influencer marketing has become an essential tool for brands to connect with their target audience, and that’s already said and set, embraced by companies of all sizes. As the industry continues to grow and evolve, it is crucial for brands to keep up with the latest trends in influencer marketing to stay ahead of their competitors, and the way to go on this is by understanding the shape of influencer marketing strategy for these upcoming years
“Brands are increasingly recognising influencers as professional publishers with valuable audiences (…) Even behemoth social media companies recognise the pull influencers have in connecting people and keeping them engaged on their platforms—so much so that they’re actually designing some of their new features specifically to support creators’ business efforts ”
Authenticity has become a buzzword in the influencer marketing world. Both brands and consumers are becoming more aware of fake followers and fake stats on social media, and users resent that. They are not looking for perfect idols anymore, but authenticity and realness. Brands that collaborate with influencers need to ensure that the influencers they work with have an actual and genuine connection with their audience, and have a place among them as equals.
In 2023, we can expect to see brands focusing more on authenticity and collaborating with influencers and niche influencers who have an honest connection with their audience, based on interests and talents.
Consumers are more likely to trust an influencer who they perceive as an expert in their field, this means that brands need to work with influencers who have a solid understanding of the industry they are promoting, but also rely on their knowledge and expertise; no one understands the target as they do.
Partnering with influencers who have an intimate knowledge of their niche will enable brands to establish a deeper level of trust with their target audience, thus significantly improving their likelihood of success in influencer marketing campaigns. To achieve this, choosing the right influencer is key.
Exploring the Metaverse
The Metaverse needs no explanation at this point, and it has become an exciting platform for brands to connect with their target audience, offering new spaces, goods, and experiences worldwide – all from the comfort of each individual’s home.
One of the most interesting aspects of the Metaverse is the possibility of having virtual ambassadors, also known as digital influencers. These are characters developed by brands or individuals that can represent them in the virtual world and, getting ahead of the upcoming Fashion Week, beauty and fashion brands are the ones rocking these virtual ambassadors, showing how amazingly effective they can be in promoting products and the brand itself in the Metaverse.The use of virtual ambassadors is just one example of the many opportunities that the Metaverse offers to brands. As more and more people spend time in this virtual world, brands have the chance to engage with their target audience in new and innovative ways. By building a presence in the Metaverse, brands can create a unique experience for users and establish a strong connection with their audience that can translate into increased brand awareness and loyalty.
Live Shopping
Live shopping is becoming increasingly popular in the influencer marketing world. It allows consumers to interact with influencers in real-time and purchase products directly from the live stream, a whole entertaining and unique experience.
The game changer here is to build confidence: people want to be sure about what they are buying, as well as excited to see their favourite influencer talk about it.
According to Statista, the primary benefits of livestream shopping globally are the ability to access exclusive discounts and use it as a source of inspiration and ideas. Additionally, 31% of respondents stated that this purchasing channel enabled them to shop smarter and make more informed buying decisions.
Therefore, we can assure that collaborating with influencers to host live shopping events will represent a great strategy in the upcoming years, and it will result in a highly engaging and interactive shopping experience that will significantly increase the possibilities of consumers making a purchase.
Niche Influencers
As stated in our report “The rise of niche communities”, with this action involved in a strategy brands will have direct access to the target audience, meaning they can talk and communicate with them directly. Not only will they increase loyalty towards the brand, but also will get first-hand insights, challenges, goals and feedback.
Either way, users are extremely jealous and protective with their close spaces, therefore the best way to access to them is through niche influencers; who’s that might not seem as shiny, but have the strongest bond in the community, and understanding why they are there is the base to give proper information that will result into buying decisions for them.
Why are communities looking for decentralised spaces?
Discover new things
77%
Connect with people who have similar interests
66%
Find funny/entertaining content
62%
Keep up with the news/current events
60%
Ask a question to people knowledgeable about a topic
60%
To seek honest advice
55%
Get a recommendation for a product/service to buy
54%
To have a safe space to share ideas, thoughts, etc.
49%
To have genuine conversations with other people
44%
To share advice
38%
As we can see, it’s not only about showing off a product in these spaces, it’s about offering a solution based on the interests of people who belong there. And that’s why we, as brands, need an insider.
Best Platforms to be IN
In today’s ever-changing digital landscape, influencer marketing has become a crucial tool for brands to connect with their target audience. As the popularity of social media continues to grow, so does the number of platforms available for influencer marketing. While Instagram, TikTok, and YouTube are currently the most popular platforms for influencer marketing, it is important to note that the best platform for your brand may differ based on your industry and target audience. For instance, a brand that caters to young people may find TikTok to be the best platform, while a brand targeting professionals may find LinkedIn to be more effective.
Looking ahead, we can expect to see more brands explore new and emerging platforms for influencer marketing. Clubhouse, the audio-based social media app, has already gained significant traction among certain audiences, and brands are starting to take notice. Similarly, Reddit, Twitch, and Discord are all platforms that have the potential to become popular for influencer marketing in the near future.
By staying informed on the latest trends and platforms, brands can stay ahead of the curve and effectively reach their target audience through influencer marketing.
Down to business: is it worth the Investment?
Influencer marketing has been proven to be a valuable tool for brands to reach their target audience and increase brand awareness. By connecting with their audience in a more authentic and personal way, brands can increase sales and revenue. As such, we can expect to see more brands investing in influencer marketing, since 8 out of 10 marketers intended to dedicate from 10% to 20% of the marketing budget to Influencer Marketing in 2022, given the potential for high returns on investment.
However, influencer marketing is an ever-evolving industry, and brands need to stay up-to-date with the latest trends to stay ahead of competitors. It’s, indeed, a huge effort and strategy that needs to guarantee that this ally will retrieve the investment in terms of growth and driving sales, and understanding the needs of brands and considering the over 90.000 content creators that signed up for TikTok only in 2022, we saw the need of developing specialised high-tech tools to assure effective influencer marketing campaigns.
Virtual Influencers are the new avatars that live on Instagram, TikTok, Facebook, Twitter, and different brands’ advertising campaigns. Over the last few years, virtual influencers have been a growing reality of internet interaction, and their influence is such that some of them have managed to collaborate with some of the world’s biggest brands.
Although they are not real people, virtual influencers (an avatar created digitally) seek to create a community on social networks and show a lifestyle like anyone else.
Brands collaborate with them to create advertising campaigns because of their continued growth and high engagement.
NOT THE FIRST VIRTUAL INFLUENCER
We tend to think that virtual influencers can separate us too much from reality when the truth is that we’ve been exposed to this fiction forever.
We must remember that all the characters we’ve created through literature or the movies industry are virtual influencers.
Imagine if Harry Potter was an influencer? How would his IG be? Which brands would he work with?
Stories create characters for readers or viewers to interact with, fall in love or follow. They create communities and a lifestyle and even dictate trends; in other words, fictional characters were the first virtual influencers.
44%of people have the same level of trust in a product when endorsed by a virtual influencer rather than a human influencer.
WHAT ARE THE PROS
The planned and implemented strategy behind each post or story of the virtual influencer encourages brands to work with virtual influencers because as well as being cheaper to work with, there is a reduced risk over working with a human influencer. The team behind each virtual influencer has full control of the narrative, deciding what brands they collaborate with, what the avatar should look like, what it publishes and its principles and values.
Virtual Influencers could be less controversial than human influencers as avatars are less likely to receive negative comments, similarly for brands that use these influencers. We live in a cancel culture; anything an influencer says or does can have huge and lasting effects on an influential figure’s public perception so working with an influencer who aligns to the brand values is incredibly important.
The virtual influencer content is highly customizable; there are endless possibilities for creative and seamless product integration. There is nowhere a virtual influencer cannot go and nothing they cannot do.
Carlos Mendiola, associate director of the Department of Media and Digital Culture at Tec de Monterrey Campus Santa Fe, states that it may be irrelevant for brands if the influencer is an avatar. Brands are looking for someone who can engage with an audience and raise awareness about their products.
Should brands create Virtual Influencers?
Brands should be asking themselves whether they should start thinking about creating their avatar. This virtual character can represent them on social media and build a community like any other influencer.
Today we can see quite a few brands that have already created a character in their likeness, a virtual influencer who shares all their values and aesthetics and intends to create a community.
KFC’s fast-food brand transformed the iconic Colonel Sanders into a virtual avatar and used him for several campaigns as the new image. Like any other model, the new Colonel performs and acts within the brand’s values and creates a stronger bond with the KFC community.
In South Asia, the fashion brand Puma launched a new campaign for their Puma Future Rider sneaker and created a virtual influencer for the campaign named Maya.
Designed by UM Studio and Ensemble Worldwide, Maya’s personality evolves as her interests are built according to her interactions on social media, thanks to Artificial Intelligence.
Prada is another example. They created their first virtual influencer named Candy to represent Prada’s aesthetic and values through their campaigns, building a stronger connection with their audience.
These brands demonstrate that the future is within the virtual world; future generations, such as Gen Zs, believe in these new adaptations and feel comfortable creating a community around these virtual avatars.
Who are these new virtual influencers
Lil Miquela
Describes herself as a “19-year-old robot living in Los Angeles with 3 million followers.” Her publications reach more than 60 thousand likes. Among the brands that have decided to collaborate with her are MINI Cooper, Givenchy, Spotify, and Samsung. She has created a large community with whom she even shares parts of her life that have led her to existential crises.
Ronald F. Blawko
Known as Blawko, is a self-proclaimed low-life who identifies as a robot man. He spends his time with his other virtual friends on IG or venting on Youtube to his subscribers.
Blawko has worked with brands such as Aliexpress.
KnoxFrost
Another male virtual influencer with more than 600.000 followers on IG, has partnered with global organisations from the World Health Organization to Rock the Vote. Knox has also appeared in various media: Forbes, Business Insider, AdAge, Fortune, Adweek, Buzzfeed, Mashable, Dazed, Betches and CNN.
Mar.ia
Is the first Mexican virtual influencer. Her main focus is to raise awareness about different issues the world faces, such as climate change and other human issues such as gender equality.
Shudu
Is a digital supermodel in her mid-to-late 20s from South Africa. Shudu advocates for the virtual human race; having worked with Cosmopolitan, Vogue, Balmain, and Smart Car, Shudu spends her time posing in premier, mystical shoot locations to display eye- popping fashion pieces.
“Avatars are a key building block for the future of personal identity in the Metaverse,” said Adam Mosseri, Head of Instagram.
Said and done.
Instagram has announced/released a new feature that is oriented to keep getting closer to the Metaverse. We are talking about its new avatars.
The Metaverse is a big puzzle, still to be understood and defined, but these digital personas are the first part of the puzzle.
Instagram Avatars are customizable 3D personas, and they can reproduce your physical features or reflect how you want to be perceived online.
Adam Mosseri states that these avatars will be the virtual identity people will use to show up across the Metaverse – whether in an app built by Meta or any other company.
They are another forward step towards making the Metaverse a reality.
Who are these avatars?
In the Metaverse, users will be able to interact with each other in a virtual environment. However, not everyone has access to a VR/ AR headset. Therefore, Meta has found its way of bringing a glimpse of Metaverse to its users in 3D avatars.
These 3D avatars are functional, and users can customize them to be more aligned with their virtual identity.
Manish Chopra, Director and Head Partnerships at Meta, said, “Representations in the Metaverse should reflect the real world’s diversity. Avatars are just the first step toward enabling everyone to express themselves in their unique ways.”
Why create your digital avatar?
We see people comfortably talking to the camera, posing and feeling themselves, while we, on the other hand, can’t. Creating our avatar can help us confront this struggle and feel comfortable in front of the camera. Creating an avatar maximizes your creativity and freedom to be whomever you want. You can create a fictional character that does not depend on your physical barriers, just like when you are playing a video game, and you have to choose your skin. It encourages you to boost your creativity and develop new, breaking content beyond the physical world.
How can these avatars help your brand?
The possibilities that an Instagram avatar will have for brands and advertisers is something that we will be able to assess in time. This inclusion of avatars has a lot to do with Meta’s attempt to enhance the Metaverse. Therefore, we can assume that Instagram avatar applications will follow this line. And trying to draw some conclusions, the avatar of a brand may become a communication channel for the brand with its customers. Suppose the avatar is sufficiently developed and capable of creating a loyal audience. In that case, it may replace some Instagrammers when promoting x-brand products or offering content.
However, it will be difficult for the avatar to supply the impartiality that flesh and blood Instagram is supposed to have when choosing what to tell us.
Everything that we choose to offer through the avatar of our brand will have to be measured because we run the risk that the public will finally assimilate our avatar as a mere customer service channel.
Just like brands that have yet to make themselves known, large companies, although already established, need to remain top of mind for consumers, adapting to new forms of advertising and marketing as they emerge and evolve.
This is why, as we mentioned previously in another of our articles, the importance of keeping up to date with Advocacy Marketing and, specifically, Influencer Marketing, is essential in the world of advertising.
Influencer Marketing continues to be one of the most effective ways of reaching the target market for each product. Each profile offers unique characteristics that allow the brand to connect with a particular type of consumer.
What is the need for a brand to collaborate with an influencer?
Brands need to approach and connect with their audience in a subtle way, avoiding invasive marketing techniques and obsolete commercial messages. They also need to humanise their brand and present themselves as beneficial to their target audience.
Consumers are better informed than ever before and they also care more about receiving real, honest and more personalised advertising than traditional marketing.
Big brands have a reputation for being somewhat detached from the reality that surrounds them and having the help of profiles that humanise them is essential nowadays to carry out effective advertising.
An influencer marketing campaign can provide everything that big brands have been losing over the years, the credibility of customers and potential customers, visibility in front of their target, loyalty and engagement generating a sense of community.
Why is the figure of the influencer important?
An influencer brings the experience of using the product, the personal touch to the content created and the charisma of a person that a neutral advertisement cannot provide to a brand.
It is important to know how to choose the right profile for the campaign to be effective, which is why agencies specialised in influencer marketing are a key element in this type of campaign.
Using profiles that really generate engagement, knowing who has among their followers the target that the company is looking for and being able to create campaigns that follow the branding line of companies, especially large and consolidated companies, is essential to carry out an efficient campaign.
We can help you
At SamyRoad we are experts in influencer marketing campaigns and we have been working for years with big brands to help them to keep positioning themselves while maintaining the values that define their brand. We also provide, as part of Samy, proper expertise in Advocacy Marketing through our 360 grades solutions.
If you want to know more, do not hesitate to contact us.
What are the differences between an advocate and an influencer? Can they complement each other? Can someone be both?
The best way to define the difference between advocate and influencer is to understand that an influencer can be an advocate but an advocate is not exclusively an influencer.
A brand advocate is a person, customer, employee or organisation that shares a quote, comment or review about a company through their networks (social media, word of mouth, email) with no other incentive than their love for the brand.
What value can each of these advocates bring to your brand?
A brand advocate or “brand ambassador” represents your brand, shows their support and can even influence the purchasing decisions of their “followers”. Everyone has the ability to recommend your brand. They all generate new business.
Customers
Happy customers are great advocates and brand ambassadors
The customer is the most important advocate to consider, as they can be your biggest supporter or your biggest fan. The real value provided by the visibility a customer gives you in networks is essential to generate brand advocacy.
If they choose your product or services and love your company, they will go beyond all expectations when it comes to recommending the brand to family, friends, acquaintances and followers.
Employees
Happy employees are essential brand ambassadors
It is essential for a brand to work on the wellbeing of its employees and to make them proud to be part of it, as the way a company treats its employees is a reflection of the company and has a real impact on its audience.
Happy employees are the best ambassadors, they are passionate about where they work and show genuine love for the brand.
Influencers
Influencers as brand advocates
If you’re on social media, chances are you’ve already seen a product on an influencer’s social network. Influencers can be, on the one hand, famous people with many followers on different social media platforms. On the other hand, niche influencers have fewer followers but have a big impact on their communities.
If you want to know about the different types of influencers, just take a look at our article about it: Types of Influencers. Learn about all of them. Each influencer is different and, depending on what we are looking for for our product, one or another profile is recommended.
As I mentioned before, influencers can be brand ambassadors, not only through influencer marketing, but also through their organic reviews. An influencer is like any other consumer, but with an exponentially larger audience, which presents an advantage when it comes to giving visibility to a brand.
An influencer does not only generate an advertisement, but also when content is perceived as such it can have a negative impact on consumers.
As consumers evolve, connecting with them through influencers requires a constant evolution and requires a more personal and creative approach to give meaning to the message you want to convey.
Want to know more about the Advocacy Marketing?
At Samy, our alliance of agencies to which SamyRoad belongs, we are specialists in Brand Advocacy Marketing and influencer marketing. If you want to know more about it and how we can help your brand, do not hesitate to contact us.
Instagram is the king of social networks. There is still no doubt about this statement, as it is currently chosen by more than 1.2 billion users, the one that generates the most engagement and the one preferred by influencers, brands and users.
On Instagram, 90% of users follow a brand, and shoppable posts can increase brand traffic by more than 2,600%. But, what content is most popular when it comes to brands?
User Generated Content
User Generated Content on Instagram
UGC is very popular on social networks and Instagram is no exception. Brands can and should take advantage of content generated by users and customers. It’s real, honest content and shows the real consumer reception of your product.
Behind-the-scenes Shots
Behind-the-scenes shots is a popular content on Instagram
People are curious by nature, a behind-the-scenes is always a good way to show how work is done and to show things never seen before by the user. Behind-the-scenes videos always generate great impact and interest no matter what you are talking about.
Teaser Product
Teaser your products
Without a doubt, teaser content is a classic. Creating buzz by generating teaser posts to present a product is always a good idea. It increases engagement, people will want and try to find out what it is, especially if the teaser content is well done.
Real-time Trends
Keep it up with trends! Generating content following real-time trends is a must in social media. It is essential to have a good social listening strategy to know what is happening and always keep in mind the challenges and types of content that are popular at any given moment.
Carousel Posts To improve your Information Sharing
Data, tips or lists of information and curiosities are becoming more and more popular. People like to be informed in a quick way and this kind of information pills generate interest and curiosity. It is a very popular style of branded content.
Memes are Taking Over
Memes are popular content on Instagram
Don’t be afraid of corporate memes! Although Twitter is the main social network for this humorous content, many are already taking up the format on Instagram. Branded content memes are becoming increasingly popular, but it is important to know how to use them correctly.
Branded AR Filters
Instagram filters never go out of fashion. They are easy to create and people like them, especially if they are absurd. A brand can create filters to promote items, that are just for fun or that serve to generate a challenge.The options are varied, you just have to be bold.
Do you need help with your Instagram strategy?
In SamyRoad we are experts in social media and influencer marketing, if you are curious to know more or want to know how we can help you, do not hesitate to contact us.
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.
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.
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.
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.
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.
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.
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.