How to humanize your brand with the help of Employee Advocacy

Despite the technological revolution in shopping experiences, purchases still take through human-to-human interaction. Whether your goal is to sell a product, build an audience for your blog, provide service, the first important point is to build trust. To achieve that level of trust you should humanize your brand. To quote founder at Convince & Convert, Jay Baer:


“Consumers are disappointed by brands. Trust in brands is lower than ever and the flipside of that is just as important, that people are trusted more. The reason people are trusted more than advertising is that there is no financial stake in the outcome.“


The key to success here is to spread the company’s message organically and build trust in customers.

Brands should steer away from the robotic marketing tactics, instead focus on being interesting, relatable, and human. Apart from sharing engaging content, a great way to ensure that your brand has an accurate voice is having the right people to speak about your brand. 


In this case, don’t overlook your internal influencers – your own employees. They are the new authentic marketing channel for your company. For those who may have not heard about Employee Advocacy, it is the promotion of the company by their employees. They share the company’s latest statements, news, product launches or services on their social media accounts. Employee advocacy is aimed to inform and engage with employees as the company’s internal influencers or employee advocates.


According to LinkedIn, in total, employees have 10 times the social following than the brands they work for, which leads to generate twice more clicks on the content shared by an employee than content shared by business.

Humanizing brands is the top motivation for starting Employee Advocacy

For those who may have not heard about Employee Advocacy, it is the promotion of the company by their employees. In a nutshell, the company distributes its latest statements, news, product launches or services on their social media accounts while increasing awareness around its business. Employee Advocacy is aimed to inform and engage with employees as the company’s internal influencers or employee advocates.


Advocacy can be anything from sending internal company newsletters, to fully formalized programs with KPI’s, and particular Employee Advocacy software. 


EA programs build a shared sense of purpose in employees as they believe in the company’s mission so they want to promote their jobs. Engaged employees share a genuine representation of the organization, one which customers can relate to.

Let’s get started humanizing your brand with employee advocates


Identify your key employee advocates


First things first, decide who is going to take part in the Employee Advocacy program. You may start with a small group, beta testers of your EA program, then scale to the whole staff. Compile a strategy that resonates with the company culture, organizational structure, and size. Make your company culture a priority, educate your employees to become brand ambassadors. They want their jobs to have a meaningful societal impact and expect the employer to offer interesting and fulfilling work. So, activate your workforce to strengthen the team cohesion in your company and increase awareness around your brand.

Set goals and KPIs


Define what you want to achieve with the EA program, so you’ll be able to identify which tactics to use and how to measure the success. The common goals and results to expect are: 


  • Increase brand awareness and engagement on social networks, social reach, clicks, impressions
  • Conversion of qualified leads and increase sales
  • Recruitment, career search rates, and applicants

Incentivize employee social sharing


When the brand content is shared by employees, it gets twice more clicks. Broadcast your content via employees, and you’ll get more engagement and awareness. Provide your employees with: 

  • Great work culture,
  • Gamification like leaderboards,
  • Incentives – gift cards, gifts, or intangible equivalents like trophies, praise, recognition.

The better would be to run an internal contest or challenge to encourage employees. Make sure that they understand their industry benefits. Set a reward for more engagement and interactions such as likes, comments, etc. within a specific deadline. These interactions will give your brand lots of “human” bonus points!

Curate internal and external content distribution channels


Content curation consists of finding material relevant to your audience from a variety of sources and sharing it strategically through your communication channels. You might have them to share company news, product launches, blogs, promotional offers, behind-the-scene photos, success stories, even memes, it does not necessarily have to be industry related. Obviously, sharing useful content is a key part of your EA program.

Use the Employee Advocacy Platform


Employee Advocacy platforms allow you to oversee the content distribution process flawlessly and measure the results easily. As a result, you can identify the best performers. EA platform can replace mass internal emails and message boards and make it easier for employees to find the content in one place. EA platforms simplify and speed up the content sharing process, also combines features like a list of most engaged employees, analytics and reporting. 


For a brand’s representation, nothing works better than the recommendation of someone who works there. But building a whole process is not something that will happen on its own, it requires lots of planning, time and effort.

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A quick guide to Influencer marketing for your eCommerce business

For any kind of businesses including eCommerce to stay relevant in their market, having a strong social media presence is essential. But considering the ad blockers and different ways of blocking paid ads on browsers and on social networks influencer marketing is a smart move. In this guide, we’ll show you an implementable and actionable strategy of how to leverage influencer marketing for your eCommerce business.


The history of eCommerce begins with a man who sold a CD of “Sting” to his friend via his website, which is considered the first American retail platform. Since then eCommerce evolved to make products easier to discover and purchase. 


Although e-business refers to all kinds of online business, eCommerce refers specifically to the transaction of goods and services, from retail to digital products. 

If you’re running an eCommerce business a working marketing strategy for generating new leads is very important to run your business successfully. And if influencers aren’t a part of that strategy, you could be missing out on opportunities to get in front of your target customers.

Influencer Marketing in a nutshell


Influencer marketing is about leveraging the power of word-of-mouth by getting influential social media users to talk about your brand. Influencer marketing is about a collaboration between brands and influencers, social media users who have expertise in a particular industry or niche with huge numbers of followers. What makes them influential on social media is their expertise and broad audiences. Therefore they have the power to affect the purchase decisions of their audiences. 


Unlike celebrities they can be anyone, they are industry experts, gurus, artists, even your math professor. 


The reason why influencer marketing is effective is that the engaging nature of social media. Today’s consumers want to interact, to be informed and entertained by brands. Besides, there is the fact that influencers already built up a high amount of trust with their audience, and recommendations from them serve as a form of social proof to your brand’s potential customers. 


It’s no surprise that the influencer marketing industry is set to reach $10 billion in worth by 2020. The survey conducted by Mediakix found that 89% of marketers said influencer marketing was better than other digital marketing strategies. 


By having influencers to mention your brand or product is a marketing campaign by itself. The beauty of influencer marketing is that unlike traditional advertising it’s more organic and audience-specific. 


All things considered, influencers’ posts forge trust with customers. Indirectly, brands enjoy valuable endorsement that cannot be replicated with standard ads. 


To take it a step further, influencer marketing is an eCommerce strategy that focuses on using these social media influencers. They drive your brand’s message to a larger market instead of marketing directly to them yourself.

How influencers and social media are changing eCommerce


The product discovery on social media is growing continuously. More than 80% of consumers discover products they like on social media. Instagram, specifically holds the largest share among other platforms as 48% of consumers discover products on Instagram. For comparison, this number was 18% in 2017. The other platforms like Facebook and Pinterest are growing with 70% and 22% respectively.


As you can see from the results social media plays an important role in driving consideration introducing people to things. 


Gaining online trust equals sales. Influencer marketing is a tool to build trust around your brand. By aligning your e-business with influencers you’re not only gathering influencers’ audiences but also the audience that trusts them. It’s one of the most effective ways to attract customers as they hear about your ads through someone they trust. 


So you’ll need a strong eCommerce strategy that will generate trust in your brand. A powerful eCommerce strategy will help you to plan a process to achieve your online store’s goals and increase its position in the market. Before starting a promotion campaign be sure to have a proper checklist. 

How to Build Your Influencer Strategy



  • Identify Goals and KPI



First thing first, set clear goals. Many young brands often falter on the goal-setting stage. Influencer marketing can serve to build and increase brand awareness, reach new audiences, and drive customer acquisition. Every campaign should target one business goal. When you focus on too many objectives at once, it will not help either. 



  • Choose the target audience



If you want to maximize sales and get the most out of your marketing budget, you need to define the right target audience. Knowing who is buying your products will help you to know whether you’re working with the right influencers and save you from spending all your marketing budget. So, how to identify your audience? 


It’s a good start to begin with a larger group that would be interested in your brand then get more specific by considering demographics like location, gender, age and so on. You can use these metrics to narrow the audience even more. 



  • Establish social media channels



On top of finding the right audience, you’ll want to find the right social media platform for eCommerce business. The platform you pick will depend on where you want to reach your audience and what kind of influencer content you want to create. 



Instagram already reached 1 billion active users in 2018 and the number is steadily growing since then. It means that the chances of your potential consumers being on the platform are high. The average age demographics are no older than 35 years old, with the majority of users being female. 


As Instagram’s built around sharing photos, it’s the best platform for any retailer who wants to show off their products. Instagram stories have more than 250 million daily active users. This feature allows posting videos and photos, creating simple polls to gather customer data. 


Besides, Instagram’s Shopping Tags feature allows eCommerce marketers to tag specific products in their images so they are shoppable on the platform.


If your goals are reaching new audiences and building awareness, creative Instagram campaigns should be part of your influencer strategy.




Facebook with 1.62 billion active daily users is the most popular social media platform in the world. This makes it a logical starting point for an eCommerce retailer. 


Facebook marketing is a great way to blend into the experience users enjoy most about the platform. The posts that users find more informative and entertaining always get higher engagement. That’s why it’s essential to know and understand your target audience very well. In fact, most users find the brand’s Facebook page more interesting that the company website.


Keep in mind that, there is a high competition for News Feed. Businesses have to pay to boost their posts to stay competitive. Depending on your goals the platform offers various marketing tools to get the most out of your efforts. Businesses can target their audiences by using advertising filters such as their interests, income, behaviors, etc. Just like Instagram. Facebook’s algorithm is also good at personalizing paid content by users. So your boosted content will find the right people to engage with it. The key here is not to forget to engage with your users, as well.  




As the saying goes, an image is worth a thousand words. It’s a powerful visual social network with nearly 2 billion monthly active users. The audience is diverse with the age demographics between 25 to 44. 


The platform offers highly engaging content, regular and live videos. YouTube users enjoy a total of 1 billion hours of video content daily. 


The platform is a good way to go viral. Try to create posts that solve the customers’ problems or address common questions related to your industry. For an eCommerce business, there is no better way than to move into the area of viral videos. 


What makes YouTube unique is its ability to demonstrate your products in use. The platform also allows adding a direct link in the video’s description to the relevant product page to connect it to your site. 


These were big brothers of social networks, now, time to talk about a new breed of social media platforms: Twitter, Snapchat and Tik-Tok. 


While Twitter has a character limit that may seem a barrier to convey your message, it’s an effective platform in terms of influencer marketing. There is a 5.2 times increase in purchase intent when users see tweets from both influencers and brands. 


Snapchat caters only for the youngest audience. With over 188 million daily active users, the platform has more engagement than any other social media platform. It also allows for ads and customized filters by location. Snapchat recently released an in-app eCommerce platform for products. This means that brands can actually sell their products within the app. 


To some, TikTok seems like a digital fad. To others, it’s the next wave of social media. Just like Snapchat, the majority of users are youngsters who love funny videos. Users can add music, face filters, emoji stickers, and other free editing tools to make videos more creative. The key feature of Tik-Tok is live streaming. Because of its immediacy and real-time engagement opportunity people love live streams.  

  • Find influencers in your niche/industry

The next step is finding and selecting the relevant influencers for the eCommerce business. You can find valuable influencers on every social channel around the web depending on what type of content you want to create. The right influencer for eCommerce business is the one that matches your brand’s style, tone, and mission as well as might depend on your budget and business objectives. Before collaborating with influencers review the key metrics and decide which are important for your strategy. There are four types of influencers: 



While celebrity influencers might work well for years, influencer marketing grew out of it. Besides, they usually charge enormous sums and most consumers don’t trust them these days. Considering that your audience is online, this one is not a good option to go for.


As people started to trust traditional advertising and celebrities less and fewer,  micro-influencers took a more central position. 


Here important things you should know before starting micro-influencer marketing:


  • More authentic: They are much like their followers. 
  • Engaged with the audience: Micro-influencers tend to have a highly-engaged niche audience that values the influencer’s recommendations as a peer. They also have good communication with their followers. 
  • Niche-focused: They are experts in their industry. As a result of their expertise, they are highly likely to affect the purchasing decisions of their audience. So, micro-influencers drive most traffic into conversions. 
  • Finally, there’re many of them on social media who ready often to collaborate. 


 Where to find influencers 


Influencer marketing platforms like Keepface is the right place to start. All you need is to sign up as a brand and find relevant influencers just filtering by audiences, demographics, location or industry. In addition to just helping to find the influencers, the platform automates the whole influencer campaign for you. 

  • Create meaningful content

Creating meaningful content is key to get people to trust your brand and make a purchase.

Unlike paid ads, influencers are exceptional at generating meaningful and organic content. Organic influencer content has a higher engagement rate, brands also can benefit when an influencer shares or mentions their content.


Keep in mind that you should strive to only partner with influencers who align with your brand. 


Make sure the content that influencers are creating is relevant to your eCommerce brand and products and represents your brand’s beliefs, values, and mission. 

How to collaborate with influencers

There are many collaboration ways with influencers. Here are the most popular types of campaigns that are best for the eCommerce business. 


1. Discount codes and affiliate marketing 

Provide influencers with promo codes. Incentives such as discounts associated with promo codes are a great way to promote your products. Who doesn’t love discounts?


2. Competitions and giveaways

What is better than discounts is winning free products. Holding giveaways to followers is a great tactic to quickly drive followers to the brand’s social media channels. 


3. Instagram storytelling

Instagram’s amazing feature allows for posting more content without cluttering the followers’ feed. You can also attach direct links to your products, so influencers can easily draw their followers to your website.


4. Product reviews 

Product review is one of the most common but also most efficient influencer campaigns. This type of campaign works so well because they are similar to reviews from peers. The idea is simple, people always check reviews first before buying something. 


Finally, the last step is to measure the true ROI of the influencer marketing campaign. Which metrics are important to measure.  


  • Reach and views 
  • Engagement 
  • CTRs to an eCommerce page
  • Increased search traffic
  • Shares and referrals
  • Tracking tags 
  • Coupons and promotional campaigns


Let’s take a look at some successful influencer campaigns done by eCommerce brands.

eBay’s “Fill your cart with color” campaign


World’s growing eCommerce company eBay started an influencer marketing campaign to combat the global domination of its competitor, Amazon


eBay worked with fashion and lifestyle influencer @kerifay, to market itself as a lifestyle brand – a place of limitless imagination, color, and style that you can use to mix and match and create a new look. The campaign, called #fillyourcartwithcolor, saw record-setting results, with nearly 350K engaged followers. 


The reason behind eBay’s success is its right strategy. As you know, eBay is neither a fashion brand nor a clothing company, not even a lifestyle brand. But, Instagram is very much a lifestyle-based social media platform that is in love with fashion. eBay used the influencer campaign to rebrand the company for the Instagram audience. By the time the campaign was over, eBay became to known as a lifestyle market where millennials could create their own unique look.

Gwynnie Bee’s influencer campaign


Gwynnie Bee, a rental clothing e-retailer for plus-size women, always puts influencers at the center of their social media strategy. Rather than looking specifically for individuals who often worked with other fashion companies, considered those whose audience overlapped with their own. This means looking for micro-influencers on YouTube who create content related to topics such as lifestyle, accessories, food and more. Just like @plusjones, Youtuber and co-owner of PLUS Model Magazine. 


Together with influencers, GB created more authentic and non-scripted but that also aligns with BG’s overall marketing goals, as well. The goal was YouTubers to spread Gwynnie Bee’s messaging in a meaningful way. 


Besides, the company also created a “closet” on the brand’s website to showcase the specific items that loved most. As a result, the campaign saw CTR of 5.85%, which is about 3x the average. 

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How VR and AR are revolutionizing Influencer Marketing

Interacting with influencers from the digital realm rather than the real-world, may sound like a sci-fi movie scenario, but in fact, this is where the influencer marketing heading with ultra-speed or is it already there? The answer is YES. Virtual and Augmented Reality is the future of influencer marketing. VR and AR are becoming mainstream media faster than you realize. As well as the fast emergence of social media, it challenges businesses to “stay up-to-date or die”. It’s no surprise that the predicted combined size of AR and VR industries is over $29.5 billion by 2020. It’s only a matter of time before every company is using some form of AR, VR, or both.


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Keepstar: Exclusive Partnership with Influencers

Although the term “Influencer” was one of the most popular marketing buzzwords of 2016, influencer marketing has seen a huge increase up till today. And there are already a huge number of influencers in various categories that collaborate with all types of brands.

Statistically, 40% of the world’s population, approximately 3 billion people are actively using social media and the majority of such active users are under the influence of social media influencers like you. The rest are looking for ways to become one.

You see there is an immense amount of noise on the Internet. So how break that noise, set yourself apart in your industry and make it easy for brands to reach you?

Being an influencer may seem the most attractive job to have, but regardless of the extent of your experience as an influencer, how many times have you struggled while communicating with brands?

Brands might not express their content ideas clearly, as a result, they don’t get satisfied with created content, or they change their requirements at the last minute, or you don’t get paid on time, or, … there are plenty of variations. That’s only a matter of chance that could occur to any influencer.

If you could relate, read on to see Keepface’s solution to free you from the common problems that most of the influencers face.

Exclusive Partnership Program – Keepstar


As a global influencer marketing platform, we’ve recently launched an exclusive partnership program with influencers to help them to stand out among the crowd, get noticed by brands, and most importantly, save their time and efforts while dealing with the brand representatives. Read on to find out more benefits of this program.

Save your time and energy

When you’re building up your online presence and start working with brands, approaching those brands can be tricky, finding the right person, knowing what to say and making sure that your emails won’t be lost in the inbox forever.

Besides taking the time for dialogue and briefing influencers is essential to get the best result of the collaboration. Both sides are often not aware of how time-consuming it is to start a collaboration. Rushing the campaign by pressuring the influencers into delivering only affects their quality.

So, joining this program frees influencers from dealing with time-consuming meetings and documentation and paperwork, which all will be handled by the Keepstar team. The team will provide you with all the details about the project. And you’ll invest all your time fully in your creativity.

Reach and negotiate with lovely brands

Behind all of the glamour of an influencer’s social media profile, there lies a truckload of hard work to do.

Doing brand research, understanding the brand’s “story”, what they want their users to feel, finding out what kind of posts are right for them is overwhelming for influencers.

Besides, oftentimes brands to be at the center of full attention, therefore they tend to put more restrictions and demands.

However, what is most interesting to the followers is the influencer’s life and personal events, etc. Keepstar team maintains and protects the interests of influencers, makes sure to keep a balance between the brand’s standards and influencer’s personal reflection on posts to increase the post’s authenticity and organic reach.

Keepstar’s expert team is in influencer marketing for years and knows exactly which type of content works for what kind of businesses.

The team handles all negotiation processes, gets a clear brief from brands, makes necessary consultancy and gets the best possible deal for influencers, as well as ensures the quality of implementation of the project.

Collaborate with Global Brands

The social media is pretty saturated right now and it can be pretty hard to stand out among the crowd. There are thousands of influencers on social media who are competing for the attention of their target audiences and, more importantly, brands.

You might have high-quality content, a huge audience and plenty of experience with local brands, but collaborating with global brands is another level in this industry.

So, with such cut-throat competition, as an influencer how you can get noticed by big brands?

The devil is in the details. Get recommended by industry experts (shoutout to the Keepstar team). It’ll be easier to pitch yourself to a brand if you’re collaborating with professionals.

Here at Keepface, we work with international brands such as P&G, Danone, McDonald’s, Pepsi, Toyota and create opportunities for thousands of influencers to collaborate with these giants. Why not join them?

Just-in-time and Secure payment

Getting paid for great work is one of the primary motivations of influencers and also a really sensitive area especially for new influencers. But what if the brand forgets making payments? Or too busy to make it on time? Even if you got paid how to handle tax reports and other legal issues?

As a Keepstar team, we make sure that you get paid just-in-time and straightforward! We assure the payment no later than a week after the successful completion of each campaign. Besides, the Keepstar team handles all legal issues, including the preparation of all tax reports for the Ministry.


Influencer Academy. Keepstar program provides you with training programs to improve your social media activity on:

  • Digital content creation
  • Social media ads training

Professional photo and video shooting. Also being in the partnership program provides you with professional photo sessions to execute projects successfully, of course upon your request.

This is your opportunity to be a Brand Ambassador!

After letting go of all wearisome details to Keepstar Team, it’s your part to play. Keep in mind that becoming an influencer in your industry is not enough, to monetize your influence you need to be a good one.

Start with a passion for your topic and then it’s about 2 essential activities that require relentless effort. Creating content and building an audience that shares them.

As long as you create your own brand for yourself and have a targeted audience, own vibe, aesthetic and passion, you are solid. Following the right steps should eventually elevate you to ambassador status.

Now, are you convinced enough to get to the board? Get in touch with us for more details at

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The True ROI of Influencer Marketing

Influencer marketing is in the new center of digital marketing. It helps smaller brands to scale bigger by targeting possible buyers rather than spending huge money on TV commercials for large consumers. With the help of influencer marketing, small businesses can expand their sales and large businesses can reach out to broader audiences. The high ROI of influencer marketing is one of its great advantages compared to the average display ad. Also, influencer marketing ROI has proven to be able to blow online advertising out of the water.

Influencer marketing statistics show that 89% of marketers already find influencer marketing more profitable than other marketing ties. Successful influencer marketing is aimed to increase brand awareness, create a conversion, generate positive ROI and reach your target audience. 

What is the ROI of influencer marketing?


So, how the success of influencer marketing can be measured? Influencer marketing provides significant tangible as well as intangible return on investment for brands and is a growing trend for B2B

Tangible benefits 

Here include the total performance of your posts and the audience’s responsiveness to the campaign. It ensures profitable returns for particular amounts invested. 

Metrics like engagement, views, impressions, reach, conversion rates, etc. can show how your posts are performing. You can measure all of them with the help of in-app data insights that most social media platform provides. You may ask influencers to provide these insights.

Intangible benefits

Being less contrived than traditional methods is the key reason why influencer marketing works so well. It’s a great ability to grow loyal customers over time, build authenticity and trust, brand awareness, organic conversion, creative content and many more. 

Eventually, instead of creating more content, the clever strategy for businesses is to focus on ROI provided by influencer marketing as well as companions like employee advocacy and brand advocacy. 

How to measure ROI of influencer marketing?


Engagement, engagement rate, reach, impressions are the most-used metrics to calculate ROI of influencer marketing. However, none of these metrics exactly tell the true ROI. 

In order to estimate the true ROI of influencer marketing, brands need to consider pre and post collaboration sales figures, links to the brand’s website, keep track of ongoing campaigns. So read on before getting launched your next influencer marketing campaign. 

Here are several factors need to be examined for high ROI generating influencer marketing:

  • The relevance of influencers with the campaign
  • Partnership experience of influencers  
  • Demographic features of influencers’ audience
  • Using the right platforms for promotions
  • Creating organic and engaging contents
  • Using project-special hashtags 

Set achievable influencer campaign goals


First off, you need to decide what you want to accomplish. Defining the end goals is important for determining how you’re going to measure them. Some of the most common goals for launching influencer campaigns are: 

Increase brand awareness. Measuring the number of pieces of content produced and the total amount of impressions are two ways of measuring brand awareness. 

Lead generation. Leads may qualify themselves as subscribing to the blog or newsletter. 

Generate sales. Affiliate links to the influencers’ posts and discount codes help to record a more precise estimation of ROI. 

These are broad goals, however, for running a successful campaign you need to get more specific about your goals and which digital marketing techniques you’re aiming to use. This will also make measuring ROI easier.  

Share of Voice 

Share of Voice typically shows the percentage share of the brand’s paid advertising in the market. It reveals the performance of campaigns and allows you to benchmark your future marketing campaigns. 

Measure the share of voice by dividing a target metric that represents your brand by the total in your industry or market, then multiply that number by 100 to get the percentage of market share for that specific metric.

There are plenty of social media listening and analytics tools that measure your SOV relative to similar businesses. Mentions, hashtags, reach, impressions are metrics used to calculate the share of voice. 

Earned Media Value

Earned Media Value refers to the gains from various marketing channels, blog posts, word-of-mouth marketing, influencer marketing, brand mentions.

Although there is no exact formula for measuring EMV, the general formula is a product of impressions, CPM (cost per impression) and other specified metrics say, the share of voice and engagement depending on the project. 

One drawback of EMV is that it is a simplistic and unprecise method for calculating the true ROI of influencer marketing. Impression, reach are partial numbers, as they do not exactly tell us who viewed the posts while surfing on the social networks. For comprehensive measurements, marketers need more complex analytics.  

Influencer Media Value 

Influencer Media Value is a genre of Earned Media Value. It is the equivalent value of the advertised post. Thus, if IMV of a post is $100 it means the post would have $100 value as a sponsored Instagram post.

IMV helps to estimate the worth of influencers before engaging in collaboration. Obviously, profiles with a large audience generate high IMV. It shows the maximum amount which brands can charge for a sponsored post.

At the end of the project, brands need to compare IMV with the previous post’s IMV. A successful influencer campaign should generate higher IMV.  

Evaluate the results

Measuring the performance of the overall campaigns is not usually enough. You need to pick a group of influencers to start with and in the beginning track each influencer’s performance.

With the unique discount codes and URLs, you can get the metrics for attributing sales brought in and track direct traffic coming from those influencers’ posts. 

Assessing the performance of each influencer will help you to filter out the poorly performing influencers and keep only the top-performing ones.

Repeat the process by running a short term campaign using the new mix on influencers – from your initial list and new ones. To track this ROI keep an eye on likes, shares, daily views, visitors to pages, comments and so on. 

It’s risk-free to run several short-term campaigns and keep filtering out low-performing influencers, so when you start a long-term collaboration with a chosen group of influencers, you’ll be setting yourself up for failure. 

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How influencer marketing works in China

Traditional marketing in China is losing its popularity because of the progress of influencer marketing. Although the social media ecosystem is different from the rest of the world, China has a very unique influencer marketing in terms of customized influencer platforms, credible influencers, high ROI sales and many more. Restrictions on almost all western social media platforms such as Facebook, Twitter, and YouTube lead to the creation of a better influencer market. Closed influencer networks created a more interconnected influencer-brand-follower environment. Influencers otherwise known as Key Opinion Leaders (KOLs) are essential factors in guiding the purchasing decisions of customers. 

Differences between Chinese and Western influencer market

graphic by  Yang Liu

Let’s start with understanding the main differences from the Western industry. 

First of all, influencer marketing or KOLs marketing as it’s called in China has more complexities and is more business-oriented. It entails tight integration with the e-commerce and supply chain. 

Credibility is another factor that differentiates the Chinese influencer market from that of the Western. Instead of gathering huge audiences, Chinese influencers have real-life followers who are inspired by the influencers and share their thoughts about products.

Fashion influencers in the West tend to advertise ready products for their audience while Chinese involved in the production process considering follower views on the product, its design and finally selling the ready products. 

E-commerce sites are transferring into social media which is one of the future trends influencer marketing in the US. Multifunctional platforms such as WeChat and Weibo bring together online payment, chatting and e-commerce interface that enhances influencers’ role. 

Media Matrix, a self-sustainable social media ecosystem, is a distinct influencer ecosystem where influencers invite and support new influencers on their channels which helps to expand the audience and to create more quality content.

Influencer Marketing is a $9 billion industry in China

China is not only the world’s largest social media market – but it also owns an incredibly rich and diverse online landscape. Despite the differences between the Chinese and Western social media landscape, China is three to five years ahead of the rest of the world. The advanced functionality and integration of social media, digital payment and e-commerce have enabled business models that are yet to be explored in other countries.  

Rhunn is one of China’s earliest and most successful influencer incubators. The company which enables influencers to sell through e-commerce has runaway success to the point that the e-commerce giant Alibaba invested in the company leading the Chinese influencer industry to grow to nearly $9 billion. 

Chinese KOLs turn fans into sales

Chinese influencers mainly consist of columnists, reporters, socialites, video produces and photo & video bloggers who are extremely powerful with the ability to heavily influence consumers’ purchasing decisions on a level that their western peers can only dream of. We can categorize them as the following groups:

  • Celebrities
  • Experts
  • KOLs
  • Micro-KOLs
  • E-commerce KOLs

Yes, there are E-commerce influencers in China. Because of the huge price gap between the mainland and other areas of the country. These KOLs are also entrepreneurs who have their own retailing channels. 

With many influencers in different segments, we can list a few most well-known Chinese KOLs here:

Becky Li 

Having 3 million followers on Weibo and 4.5 million followers on WeChat, Li is one of the most powerful influencers in China. Dubbed as Goddess of Shopping, she sold 100 Mini Coopers with five minutes in her blog on WeChat in 2017. So, she is not our average digital influencer. 

Apart from collaborating with Western luxury brands Burberry, Armani, Rebecca Minkoff, she launched her brand over WeChat with 1 million renminbi of revenue. Becky stated that the key to her success is writing on the topics that interest her, credibility, promoting products tested on herself, considering customer reviews. 

Zhang Dayi

Zhang Dayi started her fashion career as a model. Followers’ huge interest in her stylish clothes led Zhang to open her own stores. Her sales reached 100 million RMN on SIngles’ Day in 2017. With 20 million followers in total Dayi is a prominent figure in Chinese retail e-commerce.

The success of her first store on Taobao made Ruhnn create a new influencer-incubator-supply chain model. Instead of telling features of dresses, products, Li finds it better to communicate with followers, asking their opinion on her photos on social media. She believes that her followers love her because not only for her style but for her values and personality. 


Being a former magazine editor led Chrison to create a unique fashion blog. In contrast to other fashion and beauty influencers, Chrison has rarely shown his face off on social media. With a black background on his profile, he focuses on the content he writes rather than the perfectly edited photos.

Besides stylish outfits, his followers are interested in the quality of his writings. Thanks to aesthetic storytelling ability Chrison worked with luxury brands Fendi, Cartier, Gucci, Prada. 

Popular Chinese social media platforms


While there might not be the exact version of Western social networks, China has several social media platforms with similar and even better features. 

Chinese super app WeChat is a combination of chat, ordering, online payment sites. Its official accounts ease transactions between business people. The official account helps to directly connect to target customers, advertise products.

Once you have an official account, you can easily store, sell your products in an e-commerce panel. CRM functionality allows companies to manage contacts within official WeChat accounts. In recent years, the platform launched WeChat Advertising, which includes KOL ads, banner ads. 

Not just only WeChat, the other social media platforms like Weibo, Douban, and Douyin are also quite popular in China.

Weibo – the Chinese version of Twitter

With more than 500 million monthly users, Weibo is the second biggest social media platform in China. It is a micro-blogging site mainly resembling the features of Twitter.

Weibo amplified its functions by adding live streaming and short video channels. It also works with Alibaba in commerce and marketing fields. Enterprises can either work with influencers to promote your sales or set up enterprise accounts to interact with customers, display products, track sale process. 

Xiaohongshu – giant community e-commerce platform

Xiaohongshu is a luxury shopping platform comprising social media and e-commerce sites. The company is also known as “Little Red Book”, mainly serves young women by selling fashion and beauty products. Users can buy and share their reviews about products on the platform. 

In 2018, Xiaohongshu launched its own influencer marketing platform which connects brands with influencers. Global brands like Dior, Fendi, Channel, Gucci, Shiseido, YSL partner with Chinese KOLs to reach local customers. The company’s mission is to create authentic word of mouth advertising. The site gives rewards, earnings for active and quality content creators. 

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Top 5 Fashion Influencers in the USA you should follow


In an ever-growing and competitive fashion industry of the USA, as an influencer, it is hard to set yourself apart and grow your loyal followers. The following list of Top 5 Fashion Influencers in the USA covers those who managed to make a huge impact on dictating the entire direction of the industry.  

Exposure is the name of the game and the power of influencers stands in how deep they go with their followings and the relationship they’ve developed with them. Obviously some of the people we’re going cover in this article have already accumulated a huge audience. So, we sorted out 5 inspirational fashion influencers that we believe will grow a lot in the following years. Our goal is to find up-and-coming bloggers with 10K to 50K followers that blog in the USA. Also, you can see the complete list of fashion influencers by logging in Keepface Influencer Marketing Platform and filtering by country.





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Me to literally every bug that gets in my way. [SWIPE FOR MINI EDITING TUTORIAL ✨] Glitter edit via @picsart

A post shared by IVANA JORGENSEN (@ivajorg) on

As a lifelong desert dweller, Ivana Jorgensen is sharing her fashionable life in scenic surrounds of Las Vegas, which is far from huge buildings and neon lights. 

She is sharing her passion for desert-inspired style, fashion, and photography through her blog and a well-curated Instagram account with 35.1K followers. She is a wonderful inspiration for her followers who is fun of colorful outfits. Also one can find the stunning goldish presets she uses in her photos from her blog. We genuinely like everything she does. Her style is dynamic with all of her photos full of colorful, positive vibes. 




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IT’S SHOWTIME! ? This Halloween… I’m the ghost with the most, babe. Beetlejuice! I wore this at 34th Annual Bronx Halloween Parade this past weekend. I always try to find an excuse to wear a suit, no matter the occasion ? Huge shoutout to Bronx’s @lissettelissette for providing the make up for this. I’ll have some more detailed shots in the stories. Book her for your next cosplay or special event! / ??? ??? ????? ?? ?? ??? ?? ????!⁣ ????, ???? ??? ?? ????? ????? ?? ? ???⁣ ???? ??? ???’? ??????? ??? ??? ?’?? ?? ? ⁣ —⁣ Makeup by @lissettelissette ⁣ Stripe suit by @spirithalloween ⁣ Shirt by @highbarshirtco ⁣ Boots by @drschollsshoes

A post shared by Diego León (@dandyinthebronx) on

Dandyinthebronx is a menswear blogger with 42.9K followers on Instagram. His devotions to menswear started when he worked as a preschool teacher, continued with diving into various blogs, as well as, social networks learning more about menswear. He is someone more rough around the edge in various styles of suit. He’s got a Hispanic kind of vibes in his tailored outfits that make him look so unique and artistic. 




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Lavender is the Warmest Colour ?

A post shared by Hannah ? (@hannahdonker) on

Coming in the 3rd number, another micro-influencer is a 27-year-old Canadian model Hannah Donker moved and currently lives in New York City.  She has modeled extensively since then, becoming the face of a number of campaigns. She’s got 32.3K followers on her Instagram channel. You’ve probably met her in The Weeknd’s “Secrets” video. You’ll get a lot of cool inspiration from her simplistic and unique look. 




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I’m a firm believer that happiness makes people prettier. It’s a noticeable glow ? PS if you don’t have cleavage, you always have clavicle darling ❤️

A post shared by Betty A. Kanu (@leonegoddess) on

Another US-based micro-influencer on our list is Betty A. Kanu. As of 2019, she has attracted  45.7K followers on her Instagram feed. Betty focuses on fashion and hairstyle tutorials in terms of its fashion sense. She is one of the top Instagram fashion influencers and has worked with many fashion, and styling brands. She stands out with her African style. Bursting with energy, this influencer knows how to get her message across “blossoming is free”.





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It’s a vibe ?: @dj.freesmeier || #shedoeshim #mensstyle #lesbianstyle #lesbianfashion #tomboylookbook #tomboystyle #lesbianthattravel #tomboyish #tomboylookbook #womeninmenswear #nonbinary

A post shared by Allison Graham (@shedoeshim) on

Allison Graham as she stated in her blog “found her niche with menswear” and she wants us “to see menswear in a different world”. 

She is as big as the people on this list. She has about 30K followers. She showcases a unique take on classic Brooklyn style on her fast-growing Instagram channel. He has a very focused niche and very-down-to earth style. Allison’s a keen eye for details and creating not just an outfit but a full “head to toe” versatile ensemble. 


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Top 10 Beauty Influencers in the US that Brands should focus in 2019

 Influencer marketing, a new marketing tool all over the world, is also on the agenda of the beauty industry. The beauty industry is one of the fastest adapting sectors to influencer marketing. When you open Instagram’s “discover” tab, there is the whole host of one-minute-long makeup videos. 

It’s also obvious that with the popularity of beauty and makeup influencers, caused a huge swing in who we turn to when it some to beauty advice. The generation before us usually asked their moms, relatives, or close friends, even read the magazines for the best advice. Of course, they are still great sources to look to for useful beauty and health advice and tips but what I’m saying is that now there is a whole new source of exerts you can call upon for beauty advice and tips.

This is statistically proven that 79% of consumers of cosmetics and health-care products choose to watch online videos about a product before purchasing it, and 85% of women think that the content of beauty influencers is the most reliable source to be trusted when buying cosmetics.

Let’s get started to know the newest trendsetters and rising stars in this industry. We’ve compiled for you the top 10 awesome beauty influencers who are based in the USA. 






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A post shared by Annie Cho 조혜정 | Style + Travel (@itsannchovie) on

LA-based, blond beauty Annie Cho is the first on our list of beauty influencers. She’s amassed 20.3K followers on her colorful Instagram account. Annie Cho is someone who “dedicated to finding happiness in little things”. As she said, her blog is dedicated to inspiring the readers to jump into new adventures and to live their life to the fullest. Put a focus on beauty and makeup tips, her blog also encompasses topics around fashion, travel, and creative photography. 






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A post shared by Lina Mayorga (@fashionfabnews) on

The next US-based beauty influencer Lina Mayorga is also a fashion designer with 40.4K followers. Lina features her insights on beauty, fashion, and fitness on her blog and social media accounts. On her Instagram profile, she serves her audience with daring makeup and out-of-the-box style 

She also parlayed her huge influence by launching her sustainable clothing brand. Why sustainable? Because she is making clothing with organic, recycling, or up-cycled materials and designed with zero-waste methods. Long story short, Lina wants to destroy the stereotypes of sustainable clothing. 





This Young lady is our next successful beauty influencer in the USA with 32.2K subscribers on YouTube. She is specialized in hairstyles, beauty tips, DIYs, and fashion. Chelsy is the one to follow if you like natural hair DIYs teamed with lots of before and after videos showing how she’s managed to get such luscious, healthy curls at home and that’s going to get you scrolling, and scrolling to see more.






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A post shared by Stenie (@stenss) on


Stenie is a US micro-influencer with 45.3K followers and she is also a really active one on Instagram. She is best known for her eye makeup, focusing her proficiency on finely detailed looks employing sharp lines and a range of bright colors. Go check her Instagram account to get more inspirational looks.   






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A post shared by emma donado | chicago mua esty (@makeupbyemma00) on

Chicago based micro-influencer Emma is more popular on Youtube, with 20.7K subscribers, rather than Instagram. She serves her audience with skincare tips, makeup tutorials, and aesthetic hairstyles. She is curious about bold eye makeup accompanied by neutral lip color. Emma’s content is taken selfie-style in her daily life is an amazing inspiration for her audience. 






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A post shared by Oh!MGlashes (@ohmglashes) on

Another amazing beauty and makeup micro-influencer from the US, Ohmglashes has 11.8K followers on Instagram.  She is a rising makeup enthusiast filled her feed with selfie-style photos of daily looks, tutorials as well as shows off her outfits. Her unconventional eye makeups are just stunning. 






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A post shared by DeLion ??‍? (@japanslayz) on

DeLion is a 20-years-old US makeup artist highlighting over-the-top glamorous eye makeup looks on his İnstagram account. He rapidly rose to fame over the past years and reached to 29.2K followers on Instagram. The boy is a true inspiration for bold ring makeup lovers. 






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A post shared by ????? ?????? (@mua.lydia) on


Lydia Grayce is another rising makeup enthusiast from the US with 45.4K followers. She is a natural redhead, beauty, hair, and lifestyle micro-influencer who does jaw-dropping makeup looks on her Instagram feeds with glowy, highlighted eyes and matte lips. 





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A post shared by Gwen Dilara (@gwendilara) on

Gwen is a makeup artist and beauty educator from the US with 49.1K followers. She’s one of the influencers who managed to turn her skills and influence into the business. She is shooting makeup gorgeous makeup tutorials. Gwen’s like a genuine wizard at creating remarkably charming looks.






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A post shared by Ellie (@dimplybean_mua) on

Ellie, the last beauty influencer on our list, is a US-based, self-taught makeup artist with 21.2K followers on Instagram. Besides makeup, she is also a professional SFX artist, which differentiates her from the others on this list. Just go and check her account, as there are no more words to say. Just incredible!


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The Rise of the “Kid Influencers”: Meet the new generation of Influencers

Social media influencers are getting younger and younger over the years. These “kidfluencers” now have their own accounts even before they are born. Maybe the kids don’t understand social media, but social media definitely gets them. 

Brands with a target audience consisting of children look no further than these incredible “smaller influencers” or as it’s referred in a digital world – “Kidfluencers”. And many of the bid brands already leaped at the chance to leverage them to advertise products easily. 

Kids become influencers before they can even talk

Sharing some part of children’s lives online with family members and parents’ friends is normal these days. According to a study average parents share approximately 116 photos of their children before they turn eight, but now a growing number are actually making a living at it.

However, for a small but growing number of kids, their online footprint is much more noticeable and far-reaching. The past several years have seen the rise of “Kidfluencers” – children whose social media presence has garnered enough attention that they attract advertisers and sponsors, turning their YouTube or Instagram into a money-making platform. 

While big brands love collaborating with celebrities, they’ve also learned that the kidfluencers are great for endorsing kids’ toys, clothing, and other products. 
In this industry, there is a niche for everyone at any age. From fashionistas to tech-savvy, kidfluencers have already made their way in a digital era.  

Kidfleuncers range from children who have become an Instagram sensation, to children who star in videos of themselves unboxing and playing with toys.

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Who’s who? ? @nununuworld @mypopshoes ? @familymattersphoto #ministylehacker #brothers

A post shared by Collette Wixom (@ministylehacker) on

A story of an 8-year-old Ryker Wixom started with the search of his name on Google. Instead of finding unrelated pages or accounts with the same name, he found his photos as a toddler on the top of the results page. While scrolling down there is an article for him on a website called and a video on a Daily Mail video of 4-year-old himself trying to do a magic trick.  He came mother with a question of whether he is famous. Mom answered that he is not famous, but people know him from his pictures. 

As the mother explains, Ryker always knew that his mother likes taking his photos but he never knew that the people actually saw these pictures too. His Instagram account @ministylehacker amasses over 300.000 followers and created by his mother Collette Wixom in 2014. The mother started the account, she only posted Ryker’s photos of wearing kid-sized versions of men’s wear, but now the profile is full of photos of her three sons. Many of these photos are sponsored by various retailers like eBay and natural baby products brand – the Honest Company. 

Social media platforms, particularly YouTube and Instagram are lucrative ground for marketers looking to promote their products, especially children’s products like child food, clothes or toys.  And these young influencers are the best option for marketers to target the right audiences. 

Some of these kids, like Ryker, are features on his parent’s account, but the others have their own accounts. But all these young social media influencers‘ fame comes as a result of their parents calling the shots and running the business behind the scenes. 

Like the parents of 9-year-old photographer Hawyeke Huey. This creative and tech-savvy Kidfluencer became popular as a photographer with a sharp eye for details. The fact that his father is also a professional photographer at National Geographic, proves the natural creativity of the family. 

As of 2019, his Instagram account has 199k followers and the feed is full of pictures of Hawyeke himself and his shots. 

Ryan Kaji is one of the recognizable kidfluencers in this game. Known by his YouTube channel’s name Ryan ToyReviews, this 7-year-old child star’s channel already has 19 million subscribers and over 29 billion views. 

Ryan’s channel features various videos that reflect his interest, such as playing with Legos, monster trucks, Disney heroes and trains that recorded by his dad. Besides playing with toys he also talks about different educational topics like Science experiments for kids or healthy food choices. 

Examples like this are endless. It goes without saying that Kidfluencers are on the rise. Whilst the young generation exposed to social media is having kids, this trend is only set to continue.

How much do kidfluencers make? 

One family with kidfluencer identical twins said that a sponsored post could earn between $10,000 and $20,000. Another seven-year-old kidfluencer has made $22 million playing with toys on his YouTube channel.

A parent shared the prices commanded by the parent’s child on the condition of anonymity, citing concern that the disclosures could harm negotiations with brands. The parent said brands might pay $10,000 to $15,000 for an Instagram post while a sponsored YouTube video might cost $45,000. A shout-out in 30 to a 90-second in a longer video can cost advertisers between $15,000 and $25,000.

Such fame and money at a young age raise the question:

 Is all this really in the child’s best interest?

Some parents of these young influencers work carefully establish boundaries between work and having fun for their kids. But this is not always the case. Sometimes the kids’ fame gets in the way of the child’s regular routine. 

Concerns about the harmful effects of social media on kids are not new, but if the case is being famous, the game changes.  

The rise of kidfluencers has generated concerns about children’s privacy, particularly when it comes to how parents’ social media sharing could affect their child later in life. Forbes argued in December that, “Parents are already some of the biggest violators of their children’s privacy, leaving potentially harmful digital footprints well before the age of consent.”

At the same time, social media became a part of the everyday lives of the majority of Gen Z, so the fact that children are the subject of their parents’ social media posts is hardly surprising. People post about what’s important to them, which means they post about their kids too. 

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How to become a LinkedIn Influencer in 2021?

LinkedIn is a social networking site for the business community to foster connections with former, current and potential colleagues. It’s a great place to exchange business ideas, build relationships with prospects, search for jobs or talents. 

In 2015, it gave access to all users of the English speaking countries to its publishing platform in an attempt to increase page views and time that the users spent. As a result 320 mln LinkedIn users granted access to the publishing platform allowing them to become an influencer in their respective niches. 

Each day, over 2 mln posts, videos, and articles flow the LinkedIn feed, generating tens of thousands of comments every hour – and tens of millions more shares and likes. So how to stand out in this business-focused social media platform? In this post, we will answer this question.

How to Become an Influencer on LinkedIn? 

create fresh content

To be a LinkedIn influencer is quite different from being an influencer in any other platform like Instagram, Twitter or Facebook. The platform brings out its annual “Top Voices” list of most engaged creators and influencers. To appear in this list you don’t necessarily have to be the CEO of a global company or professional expert with years of experience in a particular field. Each year, LinkedIn’s editors only choose the most active and engaged users independent of their industry. 

So, it just takes a reasonable period of time to do research and dedication, to get noticed by the team. 

#1 Publish Fresh and Curated Content

As stated by Bill Gates “the content is king”. However, creating fresh and eye-catching content requires to invest your time and effort. Engaging content is what makes people scroll on your newsfeed. And people engage in your content if they find it useful and informational. 

The key point here is to post daily and post right. Start posting content that is related to your and your connections’ industry. Showing your expertise in a particular industry you need to create and publish long-form posts which are over 600-1000 words. Just publishing content will not alone do the whole job, you will need to engage with the audience through comments and reply to the posts that have shared by your connections.

The latest news and developments perform really good on the platform. You can also share curated content and short videos. In this way, you are not attracting just random people, but people who are really engaged with your industry. 

#2 Build Your Audience

By sharing industry-relevant content you already attracted followers, but if you want them to engage, you need to add value by providing insightful and informational content.  Focus on what matters most to your followers. 

LinkedIn’s publishing platform gives you an opportunity to grow your audience. Here you can interact with others who might be interested in your industry.  Always keep in mind that here the type of connections is more important than the number. You need to focus on forming strategic connections. 

#3 Optimize Your Profile

As your LinkedIn profile is like a resume or business card, it’s essentially a marketing tool. Optimizing your profile will have a great impact on your personal brand. So, consider creating a well-written and resume-like profile that potential partners can notice the benefits of collaborating with you.  First of all, make sure all important areas are in order. Let’s start with profile and background images. It is recommended to make the profile photo visible to everyone. This move will develop trust and make your profile easily found by the search engines. 

Add the professional profile of skills, experience, interests on your headline. Try to express what you do in 120 characters in a creative and informative way. Keep your summary short but don’t forget to add as many relevant keywords as you can. It makes your profile easier to find when looking for experts in your field of specialization on LinkedIn. 

#4 Stand out in your industry

LinkedIn is your chance to get your name and face in front of hundreds (or even thousands) of professionals in your industry. But to build an influence you need to stand out among those professionals by being a reliable source of good information and to address your audience’s pain points. You need to constantly publish creative and innovative solutions through fresh and curated content. 

Differentiate yourself. Don’t just recount the day’s news. Instead, put a spin on the mundane by writing short articles with catchy headlines like “Why your pain medication may be killing you!” This will make your audience sit up and take notice.

#5 Promote Your Content  

Of course, your content will not get around by itself. Sponsored Content is native advertising on LinkedIn. It allows you to promote your content directly in the LinkedIn feeds of the professionals you want to reach on LinkedIn and increase your content’s reach as a LinkedIn Influencer. 

But there are some tactics, some of which work far better than others. To help you out, here are the tactics of LinkedIn content promotion so you can start getting more attention for your content. 

  • Go after your ideal readers,
  • Use groups, 
  • Use LinkedIn’s publishing platform – The Pulse,
  • Buy some Sponsored Update Advertising.  

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