Influencer Spotlight: @Headstandsandheels

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At Sircle Media, a big part of what we do for brands is managing relationships and strategic partnerships with influencers. These days, a lot of people are faking it in the influencer space, so it is really important to analyze and understand what makes one great.

We recently partnered with an amazing young woman, who goes by @headstandsandheels on Instagram. First off, I like the handle selection, as it doesnt pigeonhole her as much as others because she can toe the like between health and fashion. She is not a macro influencer with 100K+ followers, but she provides so much more depth than many of those profiles. To me, it is about strategically finding underpriced attention, rather than reaching for overpriced partners that often lack the punch their numbers imply.

We prefer to look for brand ambassador type engagements over one and done relationships that are all too common these days on social. We contacted Melanie and together came up with a multi-dimensional partnership to be run over the next few months for our client, Terra Origin. It involves many posts, online content, offline events and a really comprehensive collaboration that allows her to really get to know and experience the brand and products and provide her take on how they make her feel or perform in general. In order to really wield influence and opine on their value, she had to immerse herself in them. This way she can provide honest and truthful information (the whole point of “influence”) and our client (who of course, believes deeply in their products) gets to show off their wares to someone who is a bullseye target.

Plenty of influencers strike these types of partnerships every day, so this alone is not a differentiator.  What makes her special is that she is a wonderful soul and a pleasure to work with. So many influencers lack business acumen and are hard to deal with. Others don’t actually have influence and are selling follower count over everything else and not willing to put in the work. Melanie acted like a business person and really sat down and negotiated with us to help get us to terms (financial/logistical/creative) that work for both parties.

I also want to point out how she engages with her community. Many influencers post content that is beautiful (and even accomplishes the reach desired from the relationship) but I find that so many don’t engage in their comments on those photos. They treat the relationship like PR (one-way presentation) and don’t get into the weeds and conversation with their followers. To me, an influencer who does not do that religiously is leaving opportunity on the table and extremely vulnerable to losing their influence as platforms evolve. She is in there, having a conversation and providing depth in addition to her width. This makes her a great partner.

Bonus: In the image here, she is wearing Sweaty Betty which is a brand Terra Origin would love to be associated with. I know some marketing folks who would be annoyed that they were underwriting the relationship and another brand was stealing some of the thunder.  I personally love the association upside it brings with it. I look at it as her being authentic and living her life and she is bringing value to that other brand too in the process. To me, it means she either worked with them before and as a truthful influencer, continues to bring value to a brand she had a relationship with because she genuinely likes the product. OR it is a brand she just loves (and has such a solid brand profile, that you could argue it actually raises her street cred) and that brand should pay attention and come work with her. Regardless of the spirit, I love and applaud the hustle and tactic.

Big fan Melanie, big fan!

 

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On Social Media Content That Attracts Audiences…

This week’s blog post comes from our intern, Maria Lozano. Maria currently attends Rutgers University and studies Journalism and Media Studies.

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Social media content has the power to be very effective in growing a business. The first step to successfully executing a social media strategy is generating an audience: those who you think fall into your target audience, a unique set of consumers you can draw in, and existing customers who you hope remain loyal to your brand. Unfortunately, growing and sustaining an audience is a difficult task for brands. Not only are you competing with other brands, or bidding for the same consumer, but you’re also trying to make your product stand out. Paying close attention to the content your audience responds to is the key to keeping their attention. After working closely with brands such as Koia and Cake Beauty, I noticed a growing demand for certain types of content, copy and messaging.

When focusing on Instagram, the most popular content is giveaways for both Cake and Koia. In an age where customers turn to media to find new products, giveaways inspire people to make the first move and force an interaction. A giveaway can generate new followers and new eyeballs for your brand for sure.

In a recent Cake Beauty giveaway, the post earned over 1,000 likes and comments overnight. This generated hundreds of additional followers and 5000+ profile views, according to Iconosquare. People love free products and winning. The experience of a contest is worth sharing with friends by tagging them in the comments. This improves the chances of reaching customers beyond your target audience. I follow certain brands because I know they have giveaways every week. Because of that, I will continue to follow and stay updated on their products.

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Koia is another brand that hosts giveaways consistently. Most often, they’ll include a theme, an example of one being “living a healthy lifestyle.” When deciding to collaborate, the brand should seek out like-minded partners who target very similar demos. With Koia, this collaboration with other healthy food products, generated 650+ likes, more than a thousand comments, and an additional hundred followers.  It also generated some really interesting comments to engage with on the partner brand’s feed. Great social media management ammunition for sure!

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Copy is often overlooked, but optimizing it to its full potential could intrigue your audience. It can help convey your personality in a way that is sometimes more impactful than just the asset alone and/or it is definitely the best way to convey USPs.

From measuring the engagement rate from Iconosquare, I noticed that Koia’s Instagram posts that included the benefits of their ingredients received more engagement than any other content. A recent Koia posting included a “Did you know?” type of message with the fact that the turmeric found in the Mango Creme flavor, is a natural detox. These simple fun facts resonate well with Koia’s audience because it reinforces that Koia products can help sustain a healthier lifestyle.

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With all of the content out there these days, customers need more than just the basics. Spending time creating really compelling assets that stand out from the clutter and writing copy that captures their attention and interest is so important. Spending the time to test and learn with new types of content, copy and messaging will help a brand differentiate and catch on faster than those who do not. It is definitely a worthwhile investment!

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POV: Three types of paid social media

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If you pay attention to any content put out by Sircle Media, then you would know we are big fans of paid social (meaning paying social networks to market on their platforms).  We have historically broken that down to paid acquisition and content boosting and awareness. The truth is there are really three categories and the middle lane might just be the most important. I recently recorded a podcast episode that breaks them down and below I dive in a bit more.

Categories: 

1- ROI/ROAS type marketing: Think driving top of funnel clicks and awarness and down funnel sales and conversions. This is true marketing via social platforms and very easily measurable and attributable. If you are looking to sell products online, this must be in the mix and will probably provide the best bang for your buck. Many brands will hire an acquisition firm or employee to run point here and they are typically measured based on their return on spend. Some brands need a return that is higher (i.e. 4X1 ROAS) and some can go 1X1 (or even lose money) depending on their product and LTV (lifetime value).

Regardless of a brand’s specific formula, whoever is running point will typically not want to get involved in the other key categories I break out below. Mainly because every dollar spent there directly impacts and compromises their ROI metrics. If only measured in that way, it makes sense but for the actual brand, it is a myopic and potentially dangerous stance. Yes, you want to sell and transact, but to have a transformational business you must also build a brand.  You will need to invest money in awareness for said brand, and it is likely not your acquisition team that will want to (or should) manage that spend,

2- Awareness and Branding: Think unpublished (dark) posts, video view campaigns, A/B testing different marketing messages and different niche target groups. Essentially using the Facebook Ads platform to market your wares and putting your key messages out at scale and/or in front of highly targeted audiences.

This takes some planning, testing and experimenting with theories.  Some of the metrics will seem counter-intuitive. i.e. you might actually aim for higher CPMs if that means you are hitting a more coveted and highly targeted audience, and you need to be ok with that. It is really about leveraging this insanely powerful advertising platform and thinking more about brand pushing at scale than ringing the register. It is more like TV than DR, but imagine if TV could truly segment and guarantee delivery and consumption to a bunch of different audiences for pennies on the dollar.  Sounds great right? Well that’s what it is…

3- Boosting of published content: Think about all the time you spend on carefully crafting your content (assets and copy), so you should now want to guarantee delivery of those posts to specific groups. This can be done by a layman, but still requires some expertise and a fundamental understanding of how Facebook and Instagram Ads work in general.

If you sweat brand look and feel (which most brands do) then you should take the time and invest the funds to make sure that content is actually seen. If you publish and just count on organic exposure, you won’t have much luck. A little bit of money goes a long way here and if you experiment some and get a feel for which audiences perform best it can be very powerful. It is also worth noting, that if you optimize for reach or engagement you will get drastically different results and both are important.  If you want to just reach a ton of people and have them see your product (awareness and consideration) then you optimize for reach, but if you want to get them to take action (trial and purchase) you want to optimize for engagement.

Paid social is a battlefield and you need to be attacking it on all three fronts. Each has tremendous value on its own and can often be run by different parties on your team. Ultimately, having all of them running together can really transform your brand from being good to great or unknown to relevant. If you fully understand the purpose each one serves, then the investment of funds and effort in each component of paid social will pay off!

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It’s Time to Start Animating!

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This week’s intern blog post comes from one of our animation interns, Fiona O’Sullivan. She currently goes to school at Moore College of Art and Design and has been an awesome addition to our team. Here, she dives into the importance of animation and motion graphics. Enjoy!

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Video has taken over in the world of social media advertising. Social networks are big fans of video, ranking these kinds of posts higher than non-video posts in their algorithm formulas. Users also like them, so much so, that they spend much more time on pages and accounts that have them than those that do not. In addition to this, people are more open and willing to stop and learn about a product if they are able to watch a video rather than reading a paragraph explaining that same product. Personally, I always scout out videos to explain what I am looking at, rather than consuming a boring description.

Having videos for advertisements on social media platforms is mandatory. A lot of businesses have caught on to this trend and there is a subcategory of video that’s really gaining some momentum: animation. Animated posts and Ads are now becoming more popular for visual storytelling. Using animation in social media advertising is beneficial because it is versatile, it simplifies complex ideas, and if done right, is entertaining.

Animation can be used for anything from longer form explainer videos to infographics and everything in between. Above, our client OWYN uses an animated graphic to showcase new SKU’s and capture user attention on Instagram. Simple, yet very effective especially with some paid social behind it.

Social media Ads don’t typically have a very long runtime, so they need to get the point across quickly. If an Ad is trying to convey a complex idea or explain a product, an animation is a smart way to go. Animated explainer videos can condense and simplify the concept and help guide the viewer to get the point of the creative and message. Animated explainer posts are excellent at streamlining complicated thoughts and showing how a product is used. Of the top 50 explainer videos ranked by HubSpot, Video Brewery, and Switch Video, only 7 are not animated.

If you really spend the time and funds, they can be very entertaining and compelling. They have a graphic and unique look that is memorable and will halt scrolling thumbs in their tracks. Newer, hipper brands such as Spotify, fully understand this and use animation to make their content stand out from the thousands of others on social media, plus they’re super fun to watch. An animation can be much more engaging than a live action video or a talking head explaining a product.

Animation uses graphics, storytelling, and emotion to get its point across in a way that live action video, photo, and text usually cannot. It is much easier to tell a quick story through an animated piece of content than to write it out as text and it can be very difficult to capture the depth of a message via a still photo or graphic.

Most brands don’t have the in-house talent or staff for animation and/or motion graphics so they leave this very important tool out of their marketing mix. This is a mistake and one they should remedy right away. This kind of content will not only help a business explain and market a product, but it will also help to guide consumers to buy that product too. Adding animated content and Ads to the mix will surely boost any marketing program and if you made it to the end of this post, you should know, it’s time to start animating!

 

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Instagram Is The Social Network Of The Moment…

can_you_buy_50_instagram_likes_for_an_affordable_priceOur Fall 2018 Interns have been part of the #SircleSquad for a little over a month now and they’re getting down to business! This semester, we’ll be sharing a blog post by one of our interns, on a topic selected by them.

First up, is Amanda Arevalo of Fordham University!

Amanda Arevalo

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Instagram is the most important social media platform to invest your company’s time in, plain and simple. Facebook and Twitter are important too, but Instagram takes the top seat. While Facebook offers more total reach, Instagram has a higher rate of engagement with users. While Twitter is ideal for small businesses and organizations, Instagram is more useful for storytelling, since there are twice the amount of users on Instagram than on Twitter, and its photo-based layout allows brands to have a more personal connection with followers. Statistically speaking, Instagram has more than 800 million active users- 60% of whom check Instagram daily and 80% of users following at least one business account. Those are compelling numbers, so having a strong following, heavy engagement, and the right micro-influencers are crucial to building your brand’s awareness.

For that reason, Instagram is essential to any business, especially if they are early or growth stage entities. The good news is, this isn’t the hard part. If you follow another brand on your business’s Instagram account and you “like” pictures of that brand’s content, a number of things can happen. First the chances of that brand noticing your brand and following back, perhaps to create a collaboration, increases. Some of their followers coming across your brand’s content and liking it also increases. It takes a lot of work, but it is well worth it. If you then create interesting content that tells a story about your brand instead of making a generic sales pitch, you’ll also have a better chance of increasing and keeping your following. Over time, your brand’s impact and awareness will grow exponentially.

Many think that the role of Instagram is to simply display content that followers will like. While this is true, it shouldn’t be the main and only focus. Many companies dedicate all of their time to creating attractive photos, but they tend to forget the importance of engagement. You can have all the followers in the world, but if you lack that necessary engagement with your followers, then none of the likes or views will even matter. So if you spend the time to convey a message or stir up an emotion and you actually succeed and get a response, do not squander that conversation opportunity by staying radio silent.

So what exactly should engagement look like? The focus here is to create a personality for your brand. Your brand’s personality is then used as a tool to create a dialogue with your followers. People tend to not care about brands that don’t care about them. If many people are asking questions on your photos, and your brand doesn’t answer, then their questions are simply left hanging. That’s one potential customer that you just lost. While one may not seem like a big deal, having at least one unanswered question on almost all of your photos means that you have many ignored users. Over time, the number of people that will not want to buy from or interact with your brand, because they feel uncared for or unheard, can add up.

One of the most powerful tools in your engagement arsenal is the regram. If a very happy customer or fan/follower posts a picture of themselves with your product, then that’s great free marketing right there. Your customer is happy, and they want to show all the other people on their feed. This WOM opportunity is powerful and you can pay them back by posting their image on your account. This could potentially lead to more customers coming your way. Simply liking that picture will show that you are taking into account their opinion of your product, but regramming the picture takes this appreciation a step further. It shows that you’re really taking into account what they have to say, which many followers will genuinely appreciate. Knowing that they’re on your account makes them feel excited and cared for, because in that way you’re saying, “I’m happy that you’re happy,” and who doesn’t like that?

Asking engagement questions is also a surefire way to create a dialogue with your followers. This is especially useful to do with your Instagram Story content, which is another super powerful feature on Instagram. Asking a question, even if it’s as broad as “What’s your favorite Fall drink?” will create a dialogue that’s fun and interesting. Instagram Stories have different features where you can add polls (such as the classic poll and the slider) and a “Questions!” feature (which would also be perfect for an “Ask Me Anything” session). Because of this, users will know your company is active, well rounded, and thoughtful- and not to mention, you’ll be able to learn a little more about the audience that your product attracts most.

With different engagement tactics in the books, you begin to publicly establish a foundation for your product. This is something that potential customers truly like to see. Now the question is, how can you get followers to move down the marketing journey path from awareness to consideration and trial? Something people like to see is that a product is attainable, especially after seeing that someone they admire uses it as well. If let’s say, someone who enjoys makeup, sees their favorite influencer use a high-end makeup product, then they will be more inclined to think, “If they [the influencer] are using that brand, then why can’t I?” The use of an influencer will make your brand seem much more appealing to the average user.

On Instagram, there are a plethora of influencers that like to post great photos on their personal accounts with all types of brands in tow. Finding the right influencer is also the best way to target a niche market for your brand, especially if you’re able to extend your reach. At the same time, you can also diversify your audience, and speak to a new, niche market. If you have been focusing on one targeted audience, then you might be ignoring a whole different group of people that are also actively purchasing similar products. Therefore, you should experiment with different types of micro-influencers and use them as trojan horses into new communities. Searching for different types of influencers will allow for different types of people to buy your products. Like with any sale, it is better to have a warm introduction, than to make a cold call to a new customer!

At the end of the day, Instagram is not a magic tool. It’s only useful if you make it useful through effort. That’s why boosting your awareness, creating appropriate content, engaging heavily with your followers (and/or with anyone who engages with your content), and finding the right people to further represent your brand should all be taken very seriously.  With all of these in motion, you are setting your brand up to win on Instagram.  The people and the awareness are there, and so it is on you to go and find them!

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Instagram Story Stickers = Free Exposure Hack

OWYN Stories

Last week I wrote a post about the necessary ingredients needed to succeed as a healthy CPG (or beverage) brand. One such brand is our awesome client OWYN. They have super smart people running point, are investing the necessary capital and hustle, have a great tasting and healthy product and are all about storytelling.

They are always open to new ideas and hacking ways to stand out from the clutter and get their brand messaging out there in the process. Ahead of a weekend full of events, we went ahead and created a custom branded GIF for Instagram Stories that can be used by them and by any IG user for that matter.  We submitted to Giphy and got it approved and it is now searchable by anybody who is posting a Story.
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Without prodding or planning, we had someone post it within a day of creating the asset. Even better, the person @Jessmair, is a power user, with 57K followers on the platform. We have effectively empowered a true influencer with some ammunition to do the heavy lifting for us. We put in some work and earned some free exposure for the brand.

We call that a win!

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Sircle Squad Profile: Lauren Utecht

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Full name/nickname: Lauren Utecht. Sometimes people just shorten my name to Laur or Lau.

Age: 22

University & Major: Roger Williams University. Major – Journalism, Minor – Film, and Concentration – Spanish

What made you choose Sircle Media? I decided to apply to Sircle Media because after researching the company and looking at their website, I really liked their overall vision and POV on social media. At school, I was introduced to the power of social media and all things digital. I believe it has opened up a window of opportunity for brands to have conversations, develop relationships and show that they care about their customers by sharing personal stories and giving them an inside look at their company through the use of digital elements. Sircle Media really emphasized this idea and I knew it was somewhere I could enhance my skills. I always make sure I can believe in a company before I interview with them. Most importantly, I really liked the company environment as it seemed positive and productive. Everyone was extremely friendly, encouraging and I could see that there was a lot of opportunity for growth. That is why I ultimately chose Sircle Media.

Most surprising discovery/realization after working here? The most surprising thing I’ve learned after working here is that brands don’t need to take their social media management too seriously. What I mean is that people don’t want a product being shoved down their throats on social media and most likely aren’t going to take the time to read a long caption explaining a product. I always knew it was best to keep captions short, but I’m really learning to have fun with my posts. It’s OK to be silly and make jokes and puns because it shows off the brand’s personality, explains who they are, what they stand for and breaks the ice between sellers and buyers.

What’s the best part of your job? The best part of my job is that it is not restrictive at all and I have a ton of autonomy. With social media, every day is different from the last and I get an opportunity that most new hires don’t, which is to have fun while learning new skills. Social media forces me to be creative, innovative and keep up with all of the latest trends. Social Media Managers have the ability to create content that can influence a culture and shape the future. That is really exciting and encourages me to be better.

What can you tell us about Adam or your supervisor? I’ve been working really closely with Sara Lerner on a few brands. Both she and Adam truly care about their employees. They help me believe in myself because they took a chance on me very early on in my career. They are now teaching me everything it takes to be a Social Media Manager, from building relationships with clients to managing day to day functions and even experimenting with audiences by promoting posts. They are always accessible if I need help and when I have questions, they get back to me right away. They are always reminding me that no question is dumb and are constantly encouraging me.

Advice to future interns/employees? My advice would be to ask questions and research topics you don’t feel comfortable with. It’s always better to make sure you’re doing something correctly than guess and make a mistake because you were too nervous to ask.

Bonus Questions:

What are three songs that never fail to get you hyped?: “Closer” by the Chainsmokers, “Levels” by Avicii and “All of the Lights” by Kanye West ft. Rihanna and Kid Cudi.

What is something about you that people would be surprised to know?: My sister and I did competitive gymnastics since we were very young. I was always getting injured and eventually had to give it up at the beginning of high school, after my third broken arm because I fell too far behind on my skills.

What cartoon/movie character were you inexplicably afraid of as a kid?: I wasn’t really afraid, but I hated the “The Emperor’s New Groove” for some reason when all of my friends were obsessed with it.

Favorite hobbies? I love to travel and see new places around the world. I’m a firm believer that spending money on experiences rather than on material items makes you happier. I love to run, as I ran track all throughout high school and college. I like to cook and experiment with new recipes, read a lot and watch really good movies because film has always been another interest of mine. I also love playing with my dog and spending time with family and friends! :)

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POV: The keys to winning as a healthy CPG brand…

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With Expo East looming, it got me thinking about what I think makes for a winner brand in the healthy CPG (Consumer Packaged Good) space. Everyone thinks they have the best (or at least a really great) product, or they wouldn’t be grinding it out in this vertical. It is so demanding and defeating, so you need to have the underlying belief that you have the goods and ride that horse until the end of the race. The big differentiators I have found between the winning and losing brands are:

1- Good taste and health profile. I have some clients with products that taste good but have too much sugar or just aren’t really all that healthy or good for you. Then I have others with great labels and concepts, but a product that consumers won’t like or buy (more than once). You sort of need to nail both.

2- Good operators. I am such a believer that you need smart, compassionate and driven leaders (and the team to follow) to win in this game. There are so many layers and paths to navigate and it cannot be a B- player making the calls, especially at the top.

3- Funding. Bottom line is you need the funds to even sit at the table and be able to deal yourself into the game to have a chance to really make it. You cannot get by with minimal cash because you cannot invest in the mission-critical areas needed to succeed. If you are always making “either-or” decisions then you are always leaving opportunity on the table and greatly reducing your chances of coming out on

4- Solid storytelling. You need to be able to story tell and explain your USP’s to make people listen. Then your DTP’s (Describe The Product) need to be tight, concise and believable. So much of this comes down to your social media messaging, execution and ongoing dialogue with consumers. Everyone thinks their baby is the cutest, but most aren’t and/or others wont see it like you do. You need to be able to clearly convey your why (and your why they should care) if you want them to become customers and brand advocates. Your branding, packaging, website, label, POS, and story all lay the foundation. Then how and where you spread those messages around makes a big difference. Underinvesting in any or worse, all of those, will greatly compromise your chances of winning.

5- Grit. Finally, with all of the above in the right place, you need a leader, team, and brand with the grit and willingness to stick it out when times get tough or you suffer major losses or setbacks. They will come, so you need to have the mental fortitude to weather the storm, bounce back quickly and keep plowing forward. This game is not for the weak, trust me on that!

I encourage all players in this space to look inward and figure out if they are lacking in any of these core categories. The good news is that most can be course corrected and adjusted, but only if you stop, breathe, assess, and are honest with yourself. It does require reflection, forward thinking and serious commitment

Most of my clients have some of these attributes in place and a few have them all. An analogy I like to use is that I feel like a High School or College Basketball Coach sometimes. Working with all of my clients is important and meaningful to me, but collaborating with those really special ones that come around more rarely (like a true NBA star in the making) is incredibly rewarding and a lot of fun along the way!

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Don’t sleep on August: Take some time to assess and plan your social media strategy…

On this episode, I talk about the importance of taking some time to plan during August. When many brands and individuals slow down and go quiet, I think it is a smart move to lean in and think strategically. Don’t want until after Labor Day to turn the engines on and make sure you are in full stride come September.

When it comes to your social media strategy:
1- Look around at the competition and see what they are doing when it comes to content, cadence, frequency etc. Most are moving towards less posting and higher quality!

2- Remember Instagram/Facebook followers/fans are irrelevant. It is a paid ecosystem now and the faster you get your head around that, the better off you will be. Allocate a budget, force rank your KPIs and GO!!!

3- To that end, take a look at the Ads others are running! In an effort to be more transparent with users, Facebook rolled out the ability to see all of the Ads a page is running even if you are not the intended target audience. This translates into a very powerful tool for brands to learn more about their competition and vertical and to see what other “best of breed” brands are doing.

Bottomline is that social media is not static and as it pivots, so too should you. Spend some time really investing in understanding what you want to have happen and then deploy social media strategies for the now and the future, rather than holding onto the past. Use August to learn, and attack and thank me in September!

 

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Sircle Squad Profile: Kevin Sikorski

With the end of July in sight, it’s time to introduce everyone to one of our Photography Interns, Kevin!

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Hometown: Norwich, Connecticut

School: Parson’s School of Design

Major: BFA Photography

Why Sircle? Social media is how I have grown through photography and gotten many opportunities as well as made some of my best friends. I love shooting models as well at products so I felt this would be a good fit to learn how to further push myself.
Random Fun Fact: One time I got flown out to have lunch with Michael Jordan

Most Likely To…: Most likely to embarrass myself

Favorite Movie/Book: Any Harry Potter movie or Book

Appetizer or Dessert? Dessert

Beach or Forest? Beach

Favorite Client to Work On: FatBoy

 

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