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Why brands are turning to nano-influencers

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Why brands are turning to nano-influencers
The pandemic has shown that celebrities and social media influencers with large followers are not the only route to successful marketing. Many fashion brands are turning to nano-influencers, those with 1,000 to 10,000 followers, who’s audiences are dedicated and engaged, yet modest in size.

One reason is that the past twelve months have impacted marketing budgets worldwide, making nano-influencers more important than ever before.

“Nano-influencers have created some of the top-performing content we’ve ever posted,” Amanda Amar, Aldo’s brand’s global director of social media and PR told Footwear News. “It informs our brand team on what they should [create in-house]. So there’s a lot to gain. You have to look beyond the big glossy number at the top of [Instagram]. Working with these people is also a great way to start and test, often somebody who’s just an incredible content creator that will eventually blow up. It’s better to be with them from the get-go, [foster] that loyal relationship and grow together.”

Nano-influencers are adept at creating brand content

After a year like 2020, in which brands found themselves scrambling to update their marketing and advertising campaigns to resonate with an audience that was suddenly stuck at home, 2021 offers tons of promise, says Influencer Marketing Hub. Not only have businesses learned that they can operate virtually, but more and more consumers have turned to the internet to meet their ecommerce needs. And, since several traditional marketing methods were incompatible with the effects of a global pandemic, brands sought out content creators and influencers who are adept at creating reactive content. While advertisers have seen a 20 percent decline, influencers enjoyed a 46 percent increase.

According to a 2019 report from Later and Fohr, micro-influencers, particularly those with fewer than 25,000 followers, have the highest engagement rates at around 7 percent. Considering engagement rates on Instagram have been declining, influencers with an engaged following are getting a closer look from businesses, even with fewer followers. By focusing on nano and micro-influencers, brands will be able to stretch their influencer marketing budgets while still working with influencers that are deeply connected to their audiences and influencers will benefit from partnerships with an increasing number of brands.

Image via Pexels; Article source: Influencer Marketing Hub

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Fashion

Video: Anne Barge SS22 collection

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Video: Anne Barge SS22 collection

In this video, fashion label Anne Barge has presented its SS22
collection at New York Bridal Fashion Week (NYFW).

Watch the video below.

Do you want to see more clothing collections? Click here to view the FashionUnited Marketplace.

Video: VRAI Magazine via YouTube

Photo credit: VRAI Magazine, YouTube

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Fila collaborates with Flock Together initiative on capsule

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Image: Fila x LN-CC x Flock Together
Image: Fila x LN-CC x Flock Together

Sportswear label Fila has unveiled a collaboration with birdwatching initiative Flock Together in the form of an apparel and footwear capsule, to be exclusively sold through LN-CC.

In a range of hike-wear gear made for urban exploring, the collection intends to bring people into nature and engage with their community. The selection includes a reinvented version of the Fila Trailblazer hiking shoe and two shearling fleece designs.

The colourways of the line are inspired by the Kingfisher bird, with a scannable near field communication (NFC) tag present in the hiking shoe that takes buyers to a dedicated page outlining the best places in the UK to spot a Kingfisher.

Image: Fila x LN-CC x Flock Together
Image: Fila x LN-CC x Flock Together

15 percent of all sales of the collection will go towards the Flock Together community fund.

Buying and creative director at LN-CC, Reece Crisp, expressed his enthusiasm over the collaboration in a release, stating: “We’re super excited for LN-CC to be part of this project.

“Flock Together encompasses everything that’s great about community and wellness, two driving forces that are integral to LN-CC too.

“Flock Together’s growth has been both a reaction to, and antidote from, a difficult eighteen months by bringing people together and encouraging outdoor consciousness, so we are honoured to share our platform in amplifying its much-needed positivity while working with Fila in creating this tribute to the Kingfisher.”

Flock Together, founded back in the 2020 covid-19 lockdowns, brings BIPOC together to engage in birdwatching and other nature-oriented activities.

It has previously partnered on an event with Timberland, hosting a range of spoken word presentations at the nature reserve, Woodbury Wetlands. Sponsored by the apparel label, the event aimed to promote the voices in its growing community adjacent to guiding guests through the nature reserve.

Image: Fila x LN-CC x Flock Together
Image: Fila x LN-CC x Flock Together
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Video: Jenny Yoo SS22 collection

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Video: Jenny Yoo SS22 collection

In this video, fashion label Jenny Yoo has presented its SS22 collection
at New York Bridal Fashion Week (NYFW).

Watch the video below.

Do you want to see more clothing collections? Click here to view the FashionUnited Marketplace.

Video: Jenny Yoo via YouTube

Photo credit: Jenny Yoo, YouTube

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