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Influencer Marketing and Fake Accounts

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Influencer Marketing and Fake Accounts

Let’s face it. Influencer marketing is here to stay for the long haul. Over the years the industry has evolved alongside the platforms that have become available to create content. First we were writing content solely on blogs, and amplifying our message on Facebook and Twitter. Then we started diving into Snapchat video content, and Instagram. With some many avenues to create content more and more people are coming forward as “influencers.” What does this mean for you as the brand or agency?

“According to a research report by NeoReach, ViralNation and Influencer Marketing Hub, 64% of marketers deem influencer fraud as a big concern and only 11% of influencers were compliant with CMA and FTC regulatory guidelines.” (Source: Smartbrief)

When it comes to collaborating with content creators it is crucial to put together a campaign brief that not only includes project guidelines, but also elements that need to be included within the content to ensure you are following the appropraire FTC rules. We take this process very seriously at Foodie Tribe, and ensure that the influencers we are partnering with are not leading fake or fraudulent accounts.

“According to Arkose Labs, 53% of social media account logins are fraudulent. In Q2 of 2019, nearly 19% of a $314 million Instagram influencer marketing spend reached fake followers. Other common challenges include finding relevant and qualified influencers, managing contracts or campaign deadlines, bandwidth or time restraints and payments.” (Source: Smartbrief)

Great news for you here is that Foodie Tribe handles all of these elements and more for your campaigns.

It is crucial to ensure that you are partnering with the right group of influencers who are going to attract the attention of your target audience online. You want to select trustworthy individuals who are truly passionate about connecting with their community, and not just looking for the cash. 

When it comes to influencer marketing it is important to keep in mind that it is truly here to stay. 

“Over the past 3 years, searches for ‘influencer marketing’ on Google have increased 1,500%. The influencer marketing industry is now estimated to be between $6.5 and $10 billion, with plenty of room for growth.” (Source: Smartbrief)

What campaigns are you planning for Q4? How do you plan on marketing your brand or business as we approach the holiday season?

Let Foodie Tribe guide you through this journey, ensure you are collaborating with the right set of content creators, and get you the KPI’s your brand deserves.

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Instagram Giveaways 101

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Instagram Giveaways 101

Many influencers host Instagram Giveaways. What are some ways to guarantee a successful giveaway? Check out our suggestions below.

  1. Have an end goal. Sure, your followers will love it if you host a random giveaway, but what will bring you more benefit is having a specific goal in mind. Are you looking for more engagement from your audience? Do you want more followers? Are you trying to grow your email list? Decide on a goal that makes sense for you, and from there, you will be able to create giveaway rules that work with your end goal.

  2. Decide on a prize. People love winning things! Pick a prize to offer your winner and be sure to announce it in your post and/or in the caption within the rules. Need some ideas? Gift cards, coupons, or even the chance to you meet and join you at a restaurant or event are great options.

  3. Create the rules. What will everyone be required to do for their chance to win your giveaway? Common rules include: tag a friend, comment on this post, share/repost this, follow your Instagram page (and others if you are co-hosting), or caption this. Be sure to announce the prize, and contest end date here as well.

  4. Promote your giveaway. Let your followers know that you are hosting a giveaway! Announce it on your Instagram stories and other social platforms as well as in your Instagram newsfeed.

  5. Pick a winner. There are many websites that allow you to enter in the entrants names and randomly select a winner for you.

  6. Announce your winner. Make a story frame tagging your winner, or tag them in the comments of the giveaway post. When asking for emails, phone numbers, or addresses, make sure to do this privately in a DM. Don’t forget to announce that the winner has been chosen and thank everyone for participating. 


For more ways on how to grow and engage your audience, read this blog post.

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Why You Should Attend Grow Your Influence 2019

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Why You Should Attend Grow Your Influence 2019

As Influencer Marketing continues to change, companies continue to put more money towards it. A study by Linqia reported that 39% of marketers surveyed planned to increase their influencer marketing budget in 2018 from previous years. They also found that 30% of marketers reported that they would spend between $25K - $50K per program, and 25% reported that they would spend between $50K - $100K per program in 2018.

It’s clear that Influencer Marketing isn’t going away anytime soon, which is why right now is the best time for you to take advantage of all the resources the industry has to offer. Whether you sign up for a bootcamp on how to grow your business, attend networking events, or participate in seminars and conferences, it will only help you in the long run.

Here at Foodie Tribe, we have been anxiously awaiting our own seminar: Grow Your Influence. If you have been on the fence about purchasing a ticket, take these reasons to attend into consideration.

  1. Learn about the industry, from people in the industry. We have a great line-up of panelists who are excited to share their experiences and advice with you at Grow Your Influence in Miami on October 2nd. Listen to experts on the influencer side, agency side, and brand side. Hearing thoughts and opinions from those on a different side can bring to light things you would never have thought of yourself. They will be sharing insider knowledge on topics including Collaborating And Creating Community, Why You Should Treat Your Side Hustle Like A Full Time Job, and The Do’s and Don’ts Of An Influencer Marketing Campaign.

  2. Network with brands, agencies, and other influencers. In this industry, it’s important to meet as many people as you can. You never know what opportunities they might bring you in the future - it’s always good to have connections! You will have multiple chances to mix and mingle: during sign-in and registration, a quick break between speakers, and a dedicated networking timeframe to close out the night.

  3. Increase your brand awareness. Again, take advantage of these opportunities not just to meet others in this industry, but to get your brand out there. If people have only seen your brand online, having this time in person to explain your brand in further detail is chance you shouldn’t miss.


We hope to see you October 2nd in Miami! You can purchase your ticket and find more details here.

Are you speaking on the Grow Your Influence panel? Check out these tips we put together for making the experience a little less nerve wracking!

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How To Use IGTV

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How To Use IGTV

IGTV has been around for a little while now, but do you know how to use it? The feature is specially designed for longer form video, and anyone with an Instagram account can create their own IGTV channel. 

How can you use IGTV for your account?

  1. Cooking Demos. If you’re a recipe developer, IGTV is a great way to host your own cooking show! Instead of creating short 30 second stories of you making a recipe, you can create a full length demo with step by step instruction.

  2. Restaurant Tour. Restaurant goers can give a peak behind the scenes into the restaurants you visit. Highlight the food, space, and history of the restaurant. If there are new menu items, this a great place to feature those as well. 

  3. Host a Food Crawl. Make a list of restaurants and visit each one in the same day! You can try different menu items at each restaurant, specifically the most popular things or what they are known for. 


Tips for creating your IGTV videos:

  1. Length. Even though IGTV is longer than stories, you should still consider the length of your video. According to Medium Marketing & Growth Hacking, the sweet spot for video length is between 3-5 minutes.

  2. Atmosphere. Make sure you have enough light where you are filming! A dark background will make it hard for the viewer to watch the video. You should also take into account the background volume. Again, lots of background noise will make it difficult for the viewer to hear you when speaking.

  3. Video Description. Include a short description of your video so people know what it is about! Use relevant keywords and link the video to your blog, to drive more traffic to your main website.


If you are looking to learn more about how to use Instagram Stories, check out this post we wrote! If you need extra help reach out to us, and we help.


Dara Schlossmann is an Influencer Manager at Foodie Tribe. In her free time you will find her taking advantage of the sunny Florida weather, traveling, or in the kitchen cooking up a new recipe.

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It's official - Instagram is now hiding "Likes" in multiple countries

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It's official - Instagram is now hiding "Likes" in multiple countries

What originally began as a test in Canada, has now expanded to six more countries. Instagram first started testing hiding likes in May, as a way to put more focus on the content being shared, as opposed to measuring how well it does. Users in Ireland, Italy, Japan, Australia, Brazil, and New Zealand have recently began seeing the number of likes disappear. 

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The good news is that you can still see the number of likes an image gets that you post. The number won’t show up under your post, as you are used to seeing. Tap “others” under your post and you will be able to go through the total number of likes.

“As you scroll through your feed, there are no like counts,” explained Mark Zuckerberg at F8. “You can see who liked a photo or video, you can tap through to see [the list], and if you have the time you can add them all up yourself.” How will you know if your likes are being hidden? A banner pop-up will note “Testing a Change to How You See Likes.”

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Why is Instagram testing this?

The answer is quite simple: to make you happier. As mentioned, they want the focus to be on the photos and videos you post, not how many likes they get. If a post doesn’t get enough likes, people delete them to make it seem like all of their photos are hits (TechCrunch). There is a lot of pressure in the Instagram world, and this test is designed to help take some of that pressure away.

According to a 2017 survey published by the U.K.’s Royal Society for Public Health, 14-to-24-year-olds found Instagram to be the social media platform with the worst impact on mental health, reporting that it negatively affected their sleep, body image and “FOMO,” or fear of missing out (AdAge). Hiding likes is a strategy to help reduce social media related anxiety, online bullying, and the pressure to get as many likes as possible.

In addition to the number of likes your content gets, you should also be taking into account these other analytics


Dara Schlossmann is an Influencer Manager at Foodie Tribe. In her free time you will find her taking advantage of the sunny Florida weather, traveling, or in the kitchen cooking up a new recipe.

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Everything You Need to Know About Influencer Marketing Collaboration

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Everything You Need to Know About Influencer Marketing Collaboration

WHAT IS CYANOACRYLATE AND WHY SHOULD YOU CARE?

If collaboration is the glue that binds brands and influencers on the road to success, trust is the cyanoacrylate, the main ingredient in super glue, is what makes them successful.

Glue is a binding agent that makes two surfaces adhere together. Once they’ve been linked, they’re stronger together. This is how successful influencer relationships and collaborations work. Like glue, the two of you are stronger, more successful as one. 

We've all used glue, but have you ever given thought to what makes it so strong? It’s cyanoacrylate. Many marketers recognize the value of influencer marketing to drive word of mouth awareness and purchase consideration but miss the mark on the cyanoacrylate of collaboration; which is trust. 


BEST PRACTICES

Best practices dictate that there should be an agreement or statement of work between the two parties defining guidelines on how the relationship will operate and what’s expected of both parties. It’s important to protect both sides to ensure a path of success. After all, you can’t make glue without a formula!

Your agreement should have requested use of brand hashtags, FTC disclosure requirements and on-brand messaging or campaign alignment. Where things go wrong with many marketers is when they overly dictate an extensive set of rules and requests. Don’t misunderstand, do’s and dont’s are important, but if you’re demanding specific looks, shots, lighting, placements, calls to action and extremely specific or lengthy copy, you’re doing it wrong. That’s how you create an advertisement -- and you’re better served doing exactly that. If all you want or need is Crazy Glue, don’t ask someone else to make it just buy it!

WHERE THE MAGIC HAPPENS

Choosing to work with influencers means you realize that the reason they have a dedicated following is because they have developed and perfected their style and voice. That is what has earned them the trust and respect of their audience. Their most engaged followers are looking for content and recommendations that aligns the influencer’s values, beliefs and persona. 

When you can have that influencer endorse your products or services, you get authentic consideration from their admirers. This is the moment the magic happens. To ensure the success of your campaign you want the creator to bring their style to your brand. That’s how you generate positive sentiment and intent for your brand through the collaboration. Said another way, that is how you make the glue work.

Once you’re ready to let the influencer be in their own driver seat with your activation as the fuel and you as their co-pilot, you’re ready to build a tie that binds with them, and their followers. 

Now that you realize the power in the collaboration you’re ready to consider the best ways to work with influencers. 

COLLABORATION TYPES

There are many effective ways you can collaborate with influencers to achieve your marketing goals. Working with influencers can help you raise awareness for your products and services, create word of mouth and is a high speed, low friction way to create content. 

Brands find content collaboration with creatives to be an effective way to accomplish a plethora of marketing goals in a very fun way. 

But what are the ways in which you can work with influencers? When most marketers think of influencers they typically think of sponsored posts, where they’re essentially paying for the creator to endorse their product but there are many options to explore. 

Here are 6 awesome ways that you can collaborate with influencers to accomplish your marketing goals.

Sponsored Social Media Content

Partnering with influencers in exchange for sponsored social media posts is the most common type of influencer collaboration. An influencer creates and shares content to promote your brand on their social media accounts. In exchange for their time, effort, creativity and sharing with their followers, they receive compensation in the form of revenue, goods, services, gift cards or even exposure. 

If your sponsoring content in exchange for a post to social media, as an added bonus you can reach more people by boosting their post through targeting as a third party advertiser through your Facebook business account. This saves you time and money while delivering authentic peer recommendations.

Gifting

Gifting is similar to sponsored content, with one major caveat, the brand or agency offers free goods or services. The influencer in this case is not required to post any content and therefore there is no expectation from the brand. 

It’s merely a show of appreciation with the hope that the content creator likes what they have been gifted and would like to make a recommendation to their audience. 

This is a really great option for products and consumer packaged goods. One pitfall to beware of when using gifting to collaborate, it could result in negative reviews or a misrepresentation of the brand. If you really want to hit your marketing benchmarks, consider opening a budget for sponsorship instead.

Takeovers

A takeover is a great way for a brand and an influencer to make glue that mutually benefits them both. In a takeover, a brand asks an influencer to generate and curate content to be shared on the brand’s social media for a given period of time. Typically takeovers last for a day. 

All the content in a takeover is written by the influencer in their tone and most often with their own content. All of that content is then shared with the brand’s followers with notes that it’s been created by the third party. 

Whichever party has a larger audience, the other gets the benefit of follower consideration and gain. The influencer gains authority on the subject or product by getting access to brand loyalists. Bonus: it’s one less day that you have to create content for your social channels. 

Brand Ambassador Programs

When an influencer truly has a strong connection to the right target audience for a brand, it’s time to consider a brand ambassador program. These are typically sponsored relationships where influencers use the brand’s products on an ongoing basis and continually promote them online to their followers. 

They take a lot of time, effort and creativity but often yield the best results. Why do you think you’ve seen that super poxy commercial so many times? More impressions lead to more consideration. More consideration leads to more trust. More trust means sales conversions.

An ambassador program lifts up both the brand and the influencer into a super glue situation. They require a lot of cyanoacrylate but for the brand bold enough, there is a payoff. 

Sponsored Blog Posts

Instagram and YouTube are incredibly popular channels for influencer marketing, but they aren’t the only ones. There are all kinds of influencers out there, especially in the CPG and recipe space, that regularly update and maintain blogs. For their fans that want to go deeper than an Instagram post or YouTube video, they can engage with the content creator through longer form written or video content. 

As a brand, you can double down on your glue making through collaborations that include long form blog content and promotion through social channels. Blogs can also be shared on the influencer’s owned social media accounts and paid media campaigns. Typically blog followers feel a deeper connection with the creator than those working exclusively with social media. That means a stronger connection and higher chance of purchase consideration when the influencer recommends your brand.

Guest Blogging

Guest blogging takes blog collaborations to a new level. This is when you work with a blogger to create content that lives on your own brand website or social channels. 

Not only does your brand get the value of the influencer’s authentic recommendation and their audience but you receive the benefits for the lifetime of the content. 

The influencer receives the benefit of validation as a subject matter expert and possibly getting residual audience to their blog or social channels. 

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SUCCESS = CYANOACRYLATE

The key to all of these types of influencer marketing collaborations is trust. If you want your influencer marketing efforts to be successful, choose the right type of collaboration and then trust the influencer to represent your brand in their voice. You’ll be laughing all the way to the glue factory.

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