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Industry trends
Home Archive by Category "Industry trends"

Category: Industry trends

Content marketingIndustry trendsmusic

Music for Influencer Videos: How to Do it Correctly

One of the most important elements of an effective video is music. Choosing the right music can make your influencer videos more engaging, entertaining, and play an important role in delivering your message to your audience. But you can’t exactly use that Macklemore track or Adele tune for your videos because the budget required to license top artists is beyond what you’ll be able to afford. 

Your best bet when it comes to obtaining music for your influencer videos is royalty free music. They offer several benefits that appeal to content creators. Continue reading to learn more about royalty free music.

What is Royalty Free Music?

boys-on-the-street

Royalty free music is a type of music license that allows you to pay for a song ONCE and use the music as many times without additional payment. This is in contrast to “Rights Protected” music that requires you to make payments for additional usage of the music. 

The one-time payment of royalty free music offers a lot of convenience to many individuals and companies. It also makes royalty free music cheaper. The sound quality of royalty free music is top notch as long as you are using a reputable royalty free music provider.

By using royalty free music, your influencer videos will be free of any legal action in the future. While you do have to pay for royalty free music, it’s better than dealing with legal troubles in the future.

What Happens if You Use Copyrighted Music Without Permission?

If an artist or music label finds out you’ve been using their music without permission, one of the two things below can happen:

  1. You receive a cease and desist letter telling you to take down the video and what will happen if you refuse. 
  2. You get sued, which is rare for this type of infringement but nevertheless possible. 

If you intend to use copyrighted music without having a license for it on social media, your video might even be taken down during the upload process as big players like Youtube have robust Content ID for copyright protection. Music owners can take the following actions on Youtube videos that infringe their copyright:

  • Mute the video.
  • Runs ads in the video.  
  • Block the video worldwide or in selected countries. 
  • Prevent the video owner from monetizing the video. 

This can be problematic and even damage your channel’s revenue to zero if you aren’t careful in the music you choose. By using royalty free music, you won’t have to worry about getting three strikes and having your Youtube channel (and your hard work) deleted.

What Are the Costs of Royalty Free Music?

music-cassets

Royalty free music providers can offer annual or monthly subscriptions or sell individual song licenses. Subscription-based services allow you to use their entire catalog for the duration of your subscription while individual song licenses allow you to use any purchased song for as long as you want. 

Prices vary greatly when it comes to royalty free music. Subscriptions can range from $6 to $60 per month while the price of individual songs can range from $26 to over $50.

Common Uses for Royalty Free Music?

Royalty free music is popularly used for commercial uses such as advertisements, corporate video ads, and film projects. They are also used for influencer videos, school projects, infomercials, artistic performances, and so on. As long as you’ve acquired the rights to use a royalty free track, you can pretty much use it for anything. 

There are consequences to using music illegally. Royalty free music offers an affordable and legal way of including high-quality music in your videos. With the number of royalty-free songs available, the versatile content creator in you will have a blast selecting that perfect track for your videos.

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Guest Writer May 9, 2022
235
Content marketingdigital marketingIndustry trends

10 Reasons Why Brochure Design is Still The Best Marketing Tool

Today, most companies rely on brochures to introduce themselves and their products or service.  The brochure is an important marketing tool that can help you in presenting your business message to customers. According to a report by the “Business Marketing Association”,  98% of the people who use the internet for product information end up buying something offline.  

For businesses, creating your own brochure design has never been this crucial; brochures work best in generating leads, transforming website visitors into customers, and boosting traffic on your company’s online store.

We’ve established why print media marketing is still relevant, but how? 

Apart from the conventional benefits of having printed leaflets/brochures like they’re tangible, easily shareable, and offer credibility; we’ve listed down 10 reasons why brochure design is still the best marketing tool you should utilize for your business.

Brochures Are A Future-Proof Marketing Tool

Brochure as a printed media marketing can be considered as a future-proof marketing tool because print isn’t going away any time soon.  In fact, according to NAPL’s 2011 Census of Print Publications, at least 1 billion book titles and 726 million newspapers were sold in the US alone which shows that print isn’t something we can neglect despite the rise of digital technology.

The average lifespan of a printed piece is about 2 years, meaning that businesses or organizations would need to constantly update their content or order new leaflets/brochures once the previous stock is out.  However, the same cannot be said for websites and social media which can be updated anytime at a minimal cost.

For this reason alone, brochures are still preferable over websites and other digital forms of marketing because customers won’t lose interest in your business if you keep on updating or refreshing your content.

Company Brochure Designs Are Easily Shareable

As mentioned in the beginning, brochures are best in generating leads, turning website visitors into customers, and boosting traffic on your company’s online store.  No matter how you put it, brochures will always be something worth passing around because they’re easily shareable with friends, colleagues, and family members by either mailing them or uploading images to social media sites.

Printed leaflets/brochures don’t need an internet connection or password just to view their contents which makes printed marketing materials more accessible than digital forms of promotions.  

Brochures don’t require batteries; no software installation is required; everything is provided ‘as is’ when given to your friend who will appreciate having something tangible to pass around without having to worry about batteries, charging, or technical problems.

Venngage

A Brochure Layout Are Personalized Marketing Tools

Since there are several types of brochure printing services available online today, you’re probably wondering how does it affect your marketing?

Aside from an increase in brand awareness; companies are also using brochures as personalized marketing tools because they can be customized based on the target audience’s needs and preferences.  This tactic is best used for B2B companies who need to convince potential clients by presenting their key benefits via printed material.

The average cost of customizing a brochure ranges between $250-$500 which is not bad considering that it can help boost interaction with existing customers while attracting new ones at the same time.  

Printed leaflets/brochures can be personalized based on their target audience by choosing a free design template and inserting the company’s logo, contact number, and website address to further promote its brand identity.

Venngage

Leaflet Design Improves Communication Effectiveness

Another reason why brochures are still relevant in business marketing is that they can improve communication effectiveness between companies and customers because printed pieces offer an idea of what to expect when actually visiting the store or opening their doors for sales.  

Brochures also make a good reference guide for customers who can use it while shopping which helps them decide faster whether a product is worth buying or not without having to visit the mall again.

Aside from making an impression about your company’s professionalism, brochures are also the best way to introduce employees who would be greeting customers at the store.  

Customers will feel safer knowing their concerns will be heard and accordingly addressed by people who are knowledgeable about the product they’re selling because it is much better than receiving random answers from someone pretending to know about your problems.

Venngage

Brochure Design Increases User Experience

An increase in user experience is another benefit of using brochures as marketing tools for generating leads or capturing website visitors into email subscribers.  Brochures are often used to showcase products that are available in stores whether online or offline which consequently improves customer experience because it helps them decide faster if a given item is worth buying or not.  

Need to get your hands on some kick-ass brochure templates? Then do yourself a favor and go to Venngage, the hottest brochure maker app, and easily make your very own design now!

Brochures Are Perfect For First-Time Customers

Printed leaflets/brochures are one of the best lead generation tools for first-time customers which are often used as a personalized marketing tool to introduce them to your company’s products without having to personally attend or speak with them.  Since brochures are filled with useful information, they would feel more connected to your brand and will be more likely to become loyal customers after their first purchase.

Compared with other digital ads which only reach certain demographics, printed material offers more advantages.  Brochures can reach everyone regardless of age or geographical location because it has an infinite range of coverage potential which ultimately increases the chances of generating leads for your company.

Conclusion

There you have it, the biggest reasons why brochure design is still one of the best marketing tools for you to use. What are you waiting for? Start designing now!

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Guest Writer March 7, 2022
283
Industry trendsInfluencer marketing

How to Make Your Influencer Marketing Campaign Successful During the Holiday Season

We have said goodbye to Black Friday and Cyber Monday. They are not long gone, yet they opened the way for the upcoming Holiday season. Yes! If we take Christmas and New Year into account December may be the best time for influencer marketing campaigns. Despite the fact Covid-19 pushed us into our homes, still when we scroll through our social media feeds Christmas vibes surround us with its thrilling beauty. Not excited? What about if we say that your Christmas Influencer Campaign is already wrapped up, with a bow on top! In order to make our customers comfortable we’re making it simple for you. We’ll manage everything, so you can focus on having your biggest Christmas ever.

Psst! We have something for you

How-to-Make-Your-Influencer-Marketing-Campaign-Successful-During-the-Holiday-Season
Holiday season has knocked upon our door. Several brands took this opportunity and have already started to plan ways to leverage their businesses. To attract customers attention with product promotions, discounts, seasonal promotions, deals is just part of the job. As we know it is not that easy to affect the purchasing decisions of others. At least not without an insight on the matter. When you, as a brand, think that you’ve stepped into a hard path influencers walk onto the stage and save the day.

A Social media influencer or influencer marketing terms are far from being buzzwords. Right now almost every brand is aware of the fact that those right influencers are the ones who can reach their target audience, build trust, and drive engagement. Just to make it clear, meeting brands and audiences demands is not an easy process and clearly doesn’t happen overnight. Finding the right influencers to work with for your Christmas campaign can be as hard as giving the perfect present for your loved ones. 

 

Word of Mouth is a Campaign Saver

How-to-Make-Your-Influencer-Marketing-Campaign-Successful-During-the-Holiday-Season
Wasting your precious time and money on a marketing campaign which is doomed to fail is just sad. Make sure you fully analyze and determine the influencers that are best for this campaign is worth the time and effort. It can be easy to fall back on simply looking at the number of followers an influencer has. But this is a poor way to judge whether someone will be a good fit for your campaign. The right influencer creates original and engaging content. Their authority over the matter and relationship with their audience make it possible for them to affect the purchasing decisions of others.

 

 

We all may agree that during holidays, especially Christmas, marketing is mainly driven orally. A huge chunk of consumers trust recommendations from friends and strangers over other marketing channels, so it’s clear the big opportunity this Christmas lies in word of mouth marketing. One of the key points to make your campaign successful is to boost influencers’ holiday contents across channels. Instagram is beyond successful, we agree, but it doesn’t mean that everybody is a fan of it.

 

 

Fake Social Activity Trend

How-to-Make-Your-Influencer-Marketing-Campaign-Successful-During-the-Holiday-Season
In all sincerity, we are obligated to tell you the truth. Without professional help it is almost impossible to find and hire the right influencer. Having way more followers than an actual capacity of an influencer is an ordinary situation now. More specifically fake social activity and fraud make it really hard to run an effective influencer marketing campaign. Yes, almost every influencer is active across so many social networks and yes, they also generate so much content but yet it’s not enough. However the assessment of influencers – their authenticity, audience, effectiveness and engagement, is hardly possible. 

 

 

Keepface is Here for You

How-to-Make-Your-Influencer-Marketing-Campaign-Successful-During-the-Holiday-Season
You need professionals who will always provide the entire picture. And here we make our debut for your brand. As an influencer marketing software, Keepface focuses on finding the right influencer for your brand with any niche and audience. With the access of over 350K influencers & content creators, you can find the perfect match for your business. Keepface is an automated platform for brands to reach the most relevant influencers, communicate with them, and manage campaigns using real-time analytics. 

FIND TOP INFLUENCERS FOR YOUR BRAND!

Keepface influencer marketing software helps you identify, recruit, and negotiate with influencers in one platform. You can find influencers with any audience and engagement rates in Keepface database with spending less time. Filter influencers by category, country, engagement rate, followers, gender, budget as well as analyze their key metrics to find the best-fitting influencers for your campaigns. You also get an in-depth analysis of influencers’ social profiles, performance data, and audience. After finding the right influencer, your Christmas campaign is good to go. Keepface tracks metrics like reach, engagement and we ensure you that there is nobody who could direct your investments more effectively.

 

 

Countdown to Christmas

How-to-Make-Your-Influencer-Marketing-Campaign-Successful-During-the-Holiday-Season
Let’s say, you are almost ready to launch your Christmas campaign but using the same traditional image posts haven’t worn out yet? How about creating short videos or short films, don’t be timid. Let your imagination run wild, certainly doing something out of the ordinary can help your brand stand out from the ocean of holiday campaign posts and brand promotions. 

 

Engaging your audience on a deeper level is the best way to create a truly unique campaign. If you want to capture your customers attention and get more meaningful engagement with them, you need to start advertising with them, rather than advertise at them. Show your customers that what you are trying to get in this influencer marketing campaign doesn’t base on simple holiday purchases. You are selling them an experience, not just a product. 

 

At last we would like to reveal one more secret. Oh, these magical, ravishing holidays. We wish they never end but as every beautiful thing you are also doom to end. First Christmas then New Year. Yet how about extending your marketing campaign beyond Christmas Day? Many customers expect lower prices beyond the holidays, so they would be delighted to continue their holiday shopping even after the holiday season. So here we all could say, after having the great influencer marketing you can cross one out from your New Year resolutions. 

Ready to kick some goals this holiday season? 

Get to work! 

May your campaigns be merry and bright!

 

Request a Demo

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Rumiya Mammadova December 28, 2021
242
Industry trendsInfluencer marketingNews

The Rise of the Global Sales Phenomenon: Black Friday

We are at the eve of one of the greatest shopping day of the whole year. I believe some rings already rung on your mind. Yes, we are talking about that magnificent day, aka Black Friday.

Black Friday is the first Friday of the week which comes after U.S. Thanksgiving holiday, but as a citizen of the world, we grasp that day’s meaning differently. In brief, we see it as a day full of discounts and special shopping deals. Moreover, given the fact that December is filled with holidays, Black Friday could stand for the beginning of the holiday shopping season. This can be mentioned confidentially that this very season plays a crucial role for not just the economy of the country, but the whole world. The ascending interest for Black Friday is plain as a day.

Just like 2020, this year as well, coronavirus pandemic loomed over the annual shopping event. For those who think Black Friday is a tradition, restrictions became a quite vexing problem. However, when it comes to discounts who can stop the shopaholics? eCommerce sales reach its climax when many retailers put their Black Friday deals and discounts online.

Enough with shooting the breeze, let’s dive into the serious stuff. Why this day play a tremendous role in the economy and how social media effect to the efficiency of Black Friday.

The Creation and Evolvement of Black Friday

history of the black friday

There are two occasions where the term Black Friday has been used and surprisingly they have a little connection whatsoever. First one’s history goes back to 1869, when financier Jay Gould and railway magnate James Fisk attempt to put gold market through the hoops to hike the prices. However, that plan backfired and in September 24, pass into the history as the date of financial panic. These implacable Wall Street financiers’ conspiracy unraveled on Friday and that event resulted with bankrupting everyone, from cashed up barons to penurious farmers.

Right now most commonly used Black Friday term is refer to the day after Thanksgiving, which is often considered the first day of the holiday shopping season and is known for featuring discounts from retailers. However, why choose the black color to express a quite jolly day, and is there any specific reason hides behind the selection of Friday out of all week?

The thing is retailers are the ones who kind of formed that tradition. During the year, retailers were marking their loss with red color, and black, on the other hand, was symbolized the profit they made. Moreover, supposedly on the day after Thanksgiving sales would go into the black , because holiday shoppers spent so much money on discounted products. We don’t know for a fact that retail companies used to record losses in red and profits in black when doing their accounting, this version of Black Friday’s origin is the closest version we have to the truth.

First Things First, Change

social media

Social media plays an irreplaceable role to drive the traffic towards online shopping. Coronavirus pandemic changed the whole worlds approach towards their traditional behaviors. That has been said that, this year 62% of the customers keep themselves away from entering to the actual store on Black Friday. This a good sign, at least we can be happy that people have the awareness to protect themselves, yet is it interfere with the astounding success of Black Friday? Certainly, not, because eCommerce fill in for the physical loss.

If you want to drive referrals to eCommerce sites you need to know which one could be more beneficial for your business. Although Facebook leads the queue, Instagram and Pinterest are the ones which are the most context-specific influential social media platforms.

Here comes one more necessary detail: If your focus is young audience, more specifically, Gen Z TikTok will be the gateway towards your aim. Snapchat and Twitter can seem left behind, but when you are roll up your sleeves to prepare your social media plan for Black Friday bear them in your mind too.

Everything Changes if One Thing Changes

Online shopping

At least once in our life all of us have seen a footage where people are literally marching into the stores at the crack of dawn. Pushing and pulling, fighting over an item or walking all over the things which stands on your way. Seems familiar for many of us, yet that is not the worst part at all. The destruction that these so called customers leaves behind evoke the scenery from post-apocalyptic movies for salespeople.

Fortunately, more and more, consumers are choosing to shop online. When we pause a little and think who would want to wait outside for hours or have an actual fight over the last most-cherished item? These all were happening years ago, but the coronavirus pandemic pushed shoppers online more than ever in 2020.

Tomorrow will be the biggest Black Friday ever for eCommerce sellers. Thereby don’t let anything hold you back or stir your vision. Try to make the most of it with social media, email marketing and advertising. Engage with your audience and stay true to your brand, success will come to you when you take the law in your own hand.

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Rumiya Mammadova November 25, 2021
159
Industry trendsNews

How Marketing Can Respond to the COVID-19 Crisis

Life has changed considerably over the last several weeks. Many of us are under stay-at-home orders and there are policies that are preventing us from going about our lives as usual. The impact on business has been dramatic, and professionals in the field, especially those at a digital marketing agency, are wondering how they can respond.

On one front, marketing professionals have been working from home so the functions of marketing can continue when they can’t go to the office. While this has been helpful, there is a recognition that the business landscape has changed and marketing departments will have to adjust. Plans that were on track a few months ago may no longer be relevant, so many of us will need to look into coronavirus resources for businesses and find ways to adapt to the new reality. 

Marketers are going to play a vital role in helping businesses adapt during the coronavirus pandemic. Businesses may need to make a shift in the types of products they sell or they might need to change their messaging to reach customers or clients in a way that is more likely to resonate in light of the new reality.

The following are a few of the steps and strategies for marketers and business leaders who are trying to figure out what they can do to respond to the coronavirus outbreak.

Keep Your Clients and Customers Up to Date

Whether you are a business selling products, a B2B service provider or a marketing professional, you have to stay in close contact with your customers and clients at this time. Along with that, you have to acknowledge the current circumstances. If you try to carry on like things are normal, you are going to seem out of touch and unprepared.

Let them know what you are doing to respond to the crisis and assure them that you can still meet their needs. Make sure they know you can develop plans to help their businesses during this difficult time. 

You should also stay in touch so you can learn about the challenges they are facing. Ask them about what they need from you and what you can do to better support their mission. 

This contact can be in the form of phone calls or through email, but you should also make sure to keep people informed by posting on social media and by releasing information on your website. 

Assess Your Market Position 

It is actually a great time to reassess and adjust your market position. People are staying at home and using the internet more than they normally would, so this offers the perfect opportunity to get new messaging out there. 

Start by looking at your ideal customer. Is it the same person it was a few months ago or last year? Consider how your product or service is going to benefit your customers and think of ways to demonstrate the benefits. With an understanding of who your customer is and how they can benefit from your product or service, you can create messaging that will resonate and inspire action.

Once you know your ideal customer and the value proposition you are offering, you should consider your market positioning strategy. Do you want to be a cost leader by offering the most competitive prices on the market? Maybe you want to differentiate your brand and target a segment of the market. You could also consider combining these two positioning strategies together.

Adjust Your Marketing Strategy

Now that you have established an ideal customer and you know how you want to position your brand, you can start developing a marketing strategy to meet your goals. 

Take a look at the audience you are pitching to. What is their age group? Are you selling primarily to men or women? Are you selling to businesses or consumers? Does your ideal customer fit into a specific income range? What are their interests? 

The list of questions could go on. The more specific you get, the easier it will be to target the right customers with the right messaging. It will also help you select the right marketing strategy and the marketing channels that will be most effective when trying to reach the customers you want to reach.

Prepare for the Future

Finally, this is a good time to prepare your marketing strategy for the “what ifs”. Most of us did not see the coronavirus coming, and that left us scrambling to react without much of a plan. Now is the time to try to forecast what may happen, run some tests and make plans for different possible outcomes.

Look at different timelines for the economy in your area reopening. Consider the possibility that some of these timelines might change and try to project what the impact will be on your business for different scenarios. Maybe run some market research and try to project the numbers for things like expenses and revenues. Think about how your marketing strategy will need to change to respond to different outcomes and the messaging you will need to have ready for these events.

Marketing won’t be able to solve every problem that businesses experience as the result of the coronavirus, but it should play an important part in the response. By reviewing your marketing strategy and making the necessary adjustments, you can keep your business in the minds of customers and reassure them that you can continue to meet their needs.

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Guest Writer May 28, 2021
202
Industry trendsInfluencer marketingNews

Quick Look Back at the History of Influencer Marketing

If  we don’t take into consideration today’s fuss about influencer marketing strategies and take a look at the history we will see that influencer marketing has even started before the creation of social media. The definition of the “influencer” is a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media. Clear message and easy to understand but is it? Can anybody be an influencer? 

What makes a Person an Influencer

Beautiful minds inspire others. Just think, do we like influencers just because we want to be like them?  The answer is  yes for some of us, but for the rest of us, we value the effort they put in their work. The influencers inspire us to be the best version of ourselves, do the right thing in every condition and keep pushing our boundaries.

The influencers take action deliberately. They don’t have magic sticks which make all of their dreams come true. They build their name bit by bit. No matter if we call them content creators, mentors, guides, experts or anything like that, they all serve to the same purpose. Creating the impact they were aiming for is their solemn duty.

Honesty saves everyone’s time. Indeed it does. Would you rely on someone who lies to you? Possibly there isn’t any worse thing for  an influencer to tell a lie and get caught. Because once it happens that influencer’s credibility flies out of the window and it’s unlikely to repair again. The reputation is the essence of the influencer’s ability to influence.

This is not a controversial matter, whether or not you have a great thought or actions, if you have people who think like you, in another word if they can relate with you, these people will follow you. However was this always like that? Let’s have a look at the dusty pages of history.

The Blonde Bombshell was on Duty

The Blonde Bombshell, Marilyn Monroe skyrocketed the sales of Chanel №5. In April 1952, Marilyn Monroe appeared for the first time on the cover of Life Magazine, and the article mentions her answer to the question, “What do you wear to bed?” and her reply, “a few drops of Chanel №5”.

Now when we see one or another celebrity praise a perfume it’s quite normal, but Marilyn Monroe was the first celebrity who was endorsing a perfume. Chanel №5 is the most famous and best selling perfume but the popularity of the icon escalated in the twinkling of an eye. 

After that brands discovered the way to use the power of popularity and public images of the celebrities they use it unceasingly. That was easier to entice potential customers with the personalization of celebrities’ looks and their ways of living. 

A Long Way from Down to the Top

Have you heard about Nancy Green? She was one of the first African American models in history to become the face of a popular food product. She didn’t have a beautiful body to show off, we can’t call her a scholar because she was’t. Nancy was a slave, then nanny and cook finally an influencer who fight against the racial discrimination. 

In 1889 Nancy Green was hired to promote a brand called “Aunt Jemima”. The product itself was out of ordinary for its time, self-rising pancake flour with a Black woman’s face on the box  made an instant hit across the country. If we look at the 21st century’s individual’s perspective, yes the design may seem racial and stereotypical nevertheless it was innovative for the 1880s. Green made the big chunk of money while working for the brand for 33 years until her unexpected death. Moreover she became one of the most influential advocates who spoke out against poverty and equal rights.

“Because They’re Worth It”

If you go out and ask a random person who is the second person did a revolutionary act in any case for the first time, it would be doubtful that you will find the right answer. However, we know our pioneers. In 1971, when women didn’t even have a voice over the product specifically manufactured for them, L’Oréal made something groundbreaking. Those days were special for the women’s rights movement  but still advertising controlled by men and women were completely left out.

“Because I’m Worth It” said brand ambassador Joanne Dusseau for the first time and it changed the views of women forever. Some sources claim that L’Oréal came up with this tagline because they wanted to beat their competitor Clairol and encourage women to spend more money on their product. Well, it worked. Because in the 70s almost every commercial featured male actors and showed their perspectives. If you take a look at Clairol’s ads in the 1970s you will see women with a male voiceover. However in the L’Oréal advertisement we see a woman who narrates that she  bought  a premium beauty product for the first time just for herself. The tagline slightly changed over the course of history and evolved its latest form, “ Because You’re Worth It”. Yet no matter how you comprehend it the slogan has been translated into 40 languages and it gave women confidence when they didn’t use to feel they are worth it. L’Oréal didn’t just became the pioneer in feminist advertising, more importantly it influenced the women’s outlooks about themselves.

It doesn’t matter who was the first influencer or when  exactly influencing has started. What we are making of it is the thing we need to focus on and thrive. Try to be a better influential leader to relate and impact others in a deep and sincere way.

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Rumiya Mammadova March 28, 2021
178
Industry trendsInfluencer marketingNews

What is Earned Media Value and Influencer Media Value

Before the influencer era, earned media typically bound up with the editorial and mentions of brands in newspapers and magazines. But nowadays, all this changed, everyone can count as influencers on social media. Imagine one tweet or one post from an ordinary user on social media can make a Mexican wave and it can affect positively or negatively the brand’s online presence. That is why every single post on social media counts as a form of earned media. It increases the importance of Earned Media Value(EMV). Analysis and understanding of Earned Media Value are now becoming a clearer way for brands to evaluate the value of their investment in social media. In this blog, we will define EMV and demonstrate the usability of this metric in influencer marketing.

 

What is Earned Media Value (EMV)?

What is Earned Media Valuee

Earned media value is a more advanced metric about a brand that refers to the sum of any type of mention gained through social media, websites, blogs, forums, reviews, and so on. That mentions not from advertising (paid media) and didn’t come from brand’s media channels(owned media).  Take a look at our previous blog to learn more details on the differences between each type of media. In General, this form of media includes word-of-mouth, recommendations, or conversations about the brand.

 

Marketers used to measure EMV entirely on user-generated content (UGC) and were not invested in it as it was not considered very valuable to brands. Nowadays, sponsored ads, influencers, and many such factors have increased the value of EMV and motivate brands to invest in it.

 

EMV helps brands understand how their marketing path and online presence affects their potential customers. If the earned media value is low, it is usually an indication of mistakes in marketing strategy. If EMV is high, it shows that this brand is on the right track or builds meaningful connections with its target audience.

 

The connection between IMV and EMV

The connection between influencers(Influencer media value) and EMV

The earned media value (EMV) is the method of calculating the value from every type of media. However, influencer media value (IMV) is more specific than EMV, focusing solely on influencer marketing.

 

Influencer marketing is a relatively new strategy for marketers who are willing to build strong relationships with their target audience. It is obvious that influencer marketing is the best of the effective marketing strategies. For this reason, the EMV model was adopted as an influencer media value (IMV) and applied to the influencer field with minor changes. It is proved that influencer posts lead to better quality impressions than traditional PPC(Pay-per-click) ads. That is why marketers shift EMV to influencer marketing.

 

Why Earned Media Value is Important to Influencer Marketing

why emv is so important

Both earned media value and influencer media value assist brands to predict which influencers are likely to have the highest ROI.  Of course, after knowing this possibility, brands can easily choose the right path and strategy to increase awareness and sales.

 

But do not forget that, firstly, you should identify a well-grounded perspective to calculating EMV and IMV, which could help you make better influencer marketing decisions. 

 

Gaining a solid understanding of your EMV and IMV can help you save paid media costs by showing you which influencers also possess high EMV.

 

How to Calculate Influencer Earned Media Value

How to Calculate Influencer Earned Media Value

Since earned media is so valuable, you will want to calculate it to identify how it contributes to your brand’s sales. The problem with this is that there is no agreed formula for calculating earned media value.  Here are a few different methodologies for calculating EMV.

 

  1. Based on Non-Paid Impressions

Calculation: Impressions(Non-paid) x CPM

 

2.  Based on Organic and Viral Impressions

Calculate: Impression(Organic Impressions Over Last 30 Days) x CPM x Average CLV(Customer Lifetime Value)

 

3. Based on Reach and Conversion:

Calculate: Reached Users X CPM by Vertical x Conversion Factor 

 

These aren’t even all of the methods people have used to calculate EMV.  For influencer campaigns, calculating EMV can help brands figure out how effective influencer activities have been.  In influencer marketing, there are two methods to calculate EMV according  to marketing KPI (impression or engagement)

 

  • Emv based on Impressions 

If your target is to drive brand awareness, then you should track and calculate an EMV based on Impression. For that, you need to determine CPM (cost per impression). For instance, it can be based on the brand’s previous paid influencer campaigns or known digital media rates.

You can then calculate the Impressions EMV by multiplying the Impression CPM by the free impressions delivered / 1,000.

(Impressions) * (Cost per 1,000 or CPM) 

 

  • EMV based on engagement

If engagement is more significant than an impression for your marketing strategy, you can also track an EMV based on engagement. In the calculation process, the same way is followed as above.

Figure out Engagement CPM, then multiply the Engagement CPM by the free engagements delivered (likes + comments) / 1,000.

 

Of course, calculating these formulas is not easy. With Keepface, brands can track engagement, along with influencer EMV. Brands can use EMV metrics to identify where they will get maximum ROI.  Keepface uses proprietary technology to quantify the value of Influencer media value, making IMV the standard for measuring social media buzz and engagement.

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Lamiya Babazade March 22, 2021
190
Content marketingIndustry trendsInfluencer marketing

How to Make Your Brand Stand out in International Women’s Day

Although this year’s circumstances are quite different from previous years, we still celebrate the International Women’s Day with the same passion and compassion. Because 8 March is not just a day we can pass by and try to make up later, it is the day of raising awareness, fighting fiercely and knocking down all the setbacks  for women’s equality.  The marking of  economical, cultural and socio-political accomplishments of women all over the world is embodied in International Women’s Day. 

 

Since this empowering day comes along a couple of perplexing questions may  cross your minds. Does your brand need to get involved in International Women’s Day celebrations? If the answer is yes, what will make your brand stand out among oceans of other brands and their catchy campaigns? 

 

In this blog we will try to help you not only boost your brand sales but also raise awareness towards women’s empowerment movement. Moreover, if you are short on ideas about what kind of campaign you suppose to have, you may check our “ 5 Ideas for Influencer Marketing Campaign on International Women’s Day”  blog and have the down pat about this special day. So, roll up your sleeve  and let’s get started. 

 

Girls Can do anything Boys Can do and More

Girls Can do anything Boys Can do and More
Anne Shirley  said these words long ago and it made us think again that who can raise  awareness of the inequalities women face today, more than women who achieved everything by themselves. Women who are working towards gender equality in every aspect of their lives non-stop will shine the light on your brand amidst the unendurable digital crowd.

 

Collaborating with women influencers who can inspire with their personal stories and relate these stories to your brand won’t be missed out by their followers. People love personal stories especially social media users, that is why having more engagement among consumers will be the matter of time and loyalty of women influencers audience will become evident.

 

#ChooseToChallenge

#ChooseToChallenge is the International Women’s Day campaign theme for 2021. “To change the world we need to challenge the world” they say. Smashing the patriarchy and burning it all down is not an easy process, because you are what you do.

 

In order to connect people from every demographic on International Women’s day you don’t need to be a global brand. Creative range of IWD hashtags and location tags will increase engagement insanely.

 

In fact unique and eccentric hashtags may be the best way to spread your brand’s message all over the world. While creating these hashtags you also can  encourage the influencers you work with to submit their pictures on the IWD site to show your brand’s solidarity and unity. Raise your hand high to show you’re in and that you commit to choose to challenge and call out inequality.

 

Special Content Strategy for Special Day

In one of our previous blogs we try to help you about how to make your content king, or let’s say queen. One way or another we should understand that particular dates deserve special and more attractive content, no doubt this could be one of the  greatest strategies to celebrate International Women’s Day.

 

Launching a social media campaign with micro and nano influencers will help you out while sharing your products and services with a bigger  audience. However you may also use this opportunity to raise social awareness, because it shouldn’t be all about boosting your sales.

 

Time to Raise Together

Time to Raise Together
In the modern world’s dog-eat-dog perception small businesses don’t survive. Especially women-owned businesses suffer more than others. Therefore you should use this occasion to lend a hand to the women who broke the mold. You can send these women-owned-businesses certain products and services they can make use of them or simply send an office gift. Don’t forget we rise by  lifting others.

 

We can’t ignore the fact that consumers are likely to choose the brands which weigh in on the modern world’s issues over other brands. If you show your interest in changing the world into an equal and better place for the people from every genders, race and nationality your brand visibility and presence will be superior, inevitably .

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Rumiya Mammadova March 3, 2021
149
Content marketingIndustry trendsInfluencer marketing

Why Influencer Marketing Is Great for Your SEO?

Back then, as the importance of social media increased, SEO experts started to look at social media as the new SEO. As a result, Influencer marketing and SEO become tightly related to each other. Nowadays, they work together to encourage customers to take the steps along the purchase funnel.

 

SEO (Search Engine Optimization) is the art of ranking high on a search engine in the unpaid section, also known as the organic listings. SEO is a way to help Google and other search engines find you so that you can show up in search results.

 

According to Econsultancy, 82 percent of consumers who search on Google click on the results of brands they are familiar with more than they don’t. It means that the content that consumers see in their social media feed determines their search queries.

 

So in this blog, we are writing about the reasons why you should leverage your influencer marketing to improve your SEO.

 

Influencer Marketing Can Help You Build Backlinks

Influencer Marketing Can Help You Build Backlinks.
Inbound links can increase your domain authority and thus your rankings and traffic. As you know backlinks are a crucial piece of any SEO strategy.  The quality of your link profile has a tremendous impact on your SEO.  According to Moz, the authority and quality of sites that link to you are among the top SEO factors. It means that you’ll need to get links from high-authority domains relevant to your site. However, it is not easy most of the time.

 

Here is the solution. Working with influencers is a great opportunity to create better and the most important natural inbound links for your website. For example, let’s say you ask influencers to share your links on organic and rich content. In Search engines, that kind of mention is considered high-quality.

 

When these influencers create content and link to you, this creates a high-quality backlink for your site. As a result, this will improve your search rankings. When an influencer shares content their audience tends to share too. Consequently, you earn a new inbound link with each share, which will improve the diversity of your link profile and popularity. In either, Influencer marketing simply increases your efforts to build a quality link profile.

 

 

Influencer Marketing Improves Brand Awareness and Engagement

Influencer Marketing Improves Brand Awareness and Engagement
It is clear that a lack of consumer engagement will have a negative effect on your search rankings. The more you engage your target audience, the more traffic you will see on your website. Influencers can be the key to increasing your engagement rates, thereby increasing the visibility of the brand.

 

Brand awareness is one of the main reasons why marketers use influencer marketing. Influencer recommendations are noticed and taken into consideration by their followers so easily and due to influencers’ high followers, they have great power to increase brand exposure by reaching a large number of people in one post. Brand content posted by influencers will get their followers talking and sharing about you. What better way is there to rise through the ranks?

 

Influencers Provide Intriguing and Fresh Content

Influencers Provide Intriguing and Fresh Content
Content creation is an important part of improving search rankings. Search engines take into account the content quality, keyword usage, content readability, the quantity and quality of social shares to determine rankings. Ultimately, the amount of unique content you create affects where your brand ranks in search results. So creating unique and interesting content for attracting your target audience is a must.

 

The problem is that even the most experienced marketers can run out of content ideas. This is where influencer marketing can help you. Influencers will add a new sound to your content marketing campaigns with new ideas. Influencers can help you create content for your site and create sponsored content on your behalf. In some cases, influencers also encourage your target audience to create their content with branded hashtags. 

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Lamiya Babazade February 24, 2021
158
Industry trendsInfluencer marketing

What is Retargeting, and Is It Really Hard to Keep Your Existing Customers?

If we go back and look into our search history we all would see that we have checked out one or two websites which want to sell something to us. Certainly, given the situation and modern world’s accessibility, buying something online is far from being a fictional concept. 

 

Beyond doubt we need to give credit to so-called websites because they work so hard to attract people to their pages with the group of platforms and  marketing activities. However the majority of the time the result never changes. Sadly, in accordance with the latest numbers, less than 4% of the site visitors actually purchase the products and the rest of them are leaving the page without purchasing any product and there is a high possibility that they won’t hear from them again. 

 

As I mentioned before only a small percentage of page visitors convert, yet wouldn’t it be nice to see these people on your website again and maybe they could convert the second time. So here is the thing you need to know that grabbing the attention of customers  who left your website without buying anything, or requesting a demo or even completing a registration is surprisingly easy. When I say easy, I don’t mean casting a spell or anything like that, as you might agree it is not a piece of cake to find a reliable fortune-teller, all you need is retargeting. You may ask what on earth is this retargeting. So wait in wings to know all about it.

 

First Things First, Retargeting

What-is-Retargeting-influencer marketing
If we go by the customary definition, retargeting is a strategic way to remind consumers of their inceptive interest and bring them back to these websites to complete their purchase. Let’s be honest when we say that it could creep most of us out. However when we give it a chance and have a deep look we could say that it’s already part of our life. 

 

To see the big picture, let’s take one person, Daniel, as our customer who checked your product on your website, possibly from his PC. He browses not only one but several products but unfortunately adds nothing into his “shopping trolley”. Then leaving your website without any purchase from his chart and giving not even one notice, now he is long gone, he might or might not visit your website again, even chance. However, a few days later, when he was roaming on the internet from one page to another, he saw an advertisement for his product, the product he checked a couple days ago but didn’t purchase, along with some other correlated stuff. He is a bit confused yet riveted, so now all he needs to do is to go back to the same website and purchase the product he hasn’t beforehand. See, easy-peasy.

 

We can analyze the situation from different angles. Have you noticed that when a customer is about to leave the store, one salesperson approaches you and starts a conversation with you to find more about your needs. After a productive chit-chat this salesperson knows what you are looking for and he\she can persuade you to make a purchase. Same thing happens with retargeting, so that is why we also could call it remarketing. 

 

Retargeting gives online sellers an opportunity to engage with consumers and learn more about their needs and so they can make a personalized sales pitch.

 

How to Turn Potential Customers into Happy Customers?

potential-customers
At the moment retargeting is one of the leading topics in the marketing industry and a huge chunk of marketers are allocating big portions of their budgets to it. Just so you know it is not a baseless claim, retargeting might be the most affluent tactic and nearly 70% of the potential customers who have been seen retargeted advertisement more presumably will convert. 

 

You may have experienced that when you look into a new site most of the time in the bottom of the page we see a question regarding the cookie usage of the website. And bingo, these cookie-driven tactics have been used for retargeting. So marketers can track visitors who have visited the website but left without buying anything, they watch us with eagle eyes.

 

I guess you have so many questions in your mind and one of them would be which platforms you can retarget people. First Google display ads, they sell themselves with “Choose Keywords and Pay for Clicks To Send Users to Your Website” line and astoundingly it really works. Then here comes Facebook and Twitter ads. These ads are particularly eye catching and appealing, so visitors could enjoy more and show an interest in your company or your products. Moreover this may be the best technique to boost your brand awareness.

 

After all that information, it’s necessary to mention that retargeting is not an issue or violation of privacy. When some people come across this product ad they have two ways to deal with it. Initially they can simply ignore it, or click it. The other part of these people would actually be happy to be reminded of something they may have forgotten about. To be targeted with relevant ads would make them genuinely glad.

 

The Importance and Benefits of Retargeting

Although the fact that retargeting sounds like starting over the targeting process it is completely different. How possibly you can start targeting every single new customer who visited your website without buying anything. Retargeting is the complete opposite though. Here you will get anew visitors who are more likely to convert, rather than  fighting to draw the attention of customers who are first-time visitors to your website and there is a huge possibility that they won’t convert.

 

After getting the basic information about retargeting, perceiving the benefits won’t be the hardest task for anyone.

 

  • Clearly you will generate more sales
  • You will increase brand awareness
  • It will maximize your customers lifetime value
  • You will retain your existing customers
  • Conversion rate  will be increased
  • Making your brand recognizable will be comprehensible
  • Improvement in cost effectiveness will be inevitable
  • Retargeting will increase your ROI
  • The level of engagement will thrive
  • Reaching interested prospect will be a piece of cake

 

If you see how retargeting actually influences customers you’ll wonder why you have not put your efforts into it. Retargeting will prosper your business for sure.

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Rumiya Mammadova February 2, 2021
145
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