Share the Week - September 22, 2017

Jonathan Gardner

A weekly wrap-up of valuable insights from the world of visual content, social media, and influencer marketing.

Discover a New Pinterest

Brands recognize it’s critical to get smart about shepherding people along the discover-to-buy pathway in new and meaningful ways with digital. We’ve seen that one of the best platforms to make that happen is Pinterest, where people go to discover brands, their content, engage with images and learn about products to buy. This week, Matthew Lynley reported in TechCrunch that the social media company is launching its Taste Graph to help people find more content from brands and help the brand engage better with their audiences. Marketers will be able to to figure out not only what users like, but also how what they like changes over time — such as topics that are suddenly interesting, and ideas that decay into irrelevance. It’s another move as Pinterest tries to position itself as an alternative to big platforms with an entirely unique data set based on its user behavior.

“One of the biggest difference with the Taste Graph compared to what we were doing before was really diving into understanding the nuances of how we relate Pinners to Interests based on the recency and frequency of their engagement,” John Milinovich, product manager for the Taste Graph, said. “We’re much smarter about how we decay interests from a user’s taste profile so that we can better personalize their recommendations. So, if you haven’t pinned about your wedding in a while, you will stop seeing wedding content.”

Digital and social channels such as Pinterest and Instragram can play pivotal roles in connecting brands and consumers, driving awareness of content and helping close the discover to purchase loop. To make this more effective, we recently launched new audience data tools to help marketers “turn likers into buyers.”

Dior Goes Micro

According to Jill Manoff, at Glossy, Dior decided to “go small” with a recent influencer marketing campaign. We, along with many others in the industry, have been pointing out the various attributes of “micro-influencers” vs. celebrity endorsers, and the range of values their efforts can bring to a brand. Micro can be effective at building more genuine engagement that can resonate with audiences. It can also help avoid other issues that come with tapping a “macro-influencer”: The going rate for a social star’s post is typically directly related to their follower count: Influencers with 500,000 to 1 million followers across social platforms expect $5,000-$10,000 per post, on average.

Dior managed to dodge such concerns with its latest launch under Parfums Christian Dior. The campaign incorporated detailed briefs and carefully selected influencers, all with under 500,000 followers, in addition to more common celebrity ambassadors. Since launching on August 26, the campaign has generated more than 31,000 Dior-approved posts and has reached 16.6 million people.

Marketers are increasingly demanding true clarity and insight about the ROI of working with any type of influencer on every kind of social platform. We recently launched a new product that has been recognized for helping brands visualize the value of influencer marketing.

Kings of Social Content

Some pretty exciting news from ShareIQ this week. We've just released important research that's the first of its kind, based on data from our platform. We looked at the super-competitive fast-fashion retail category to identify which major brands have the winning strategies for social media. This report is valuable for marketers in any hyper-competitive industry, as it shows how any brand can get more value from their investments in earned media and visual content.

We found that H&M and Forever 21 had the smartest, most successful strategies for connecting with consumers across Pinterest, Instagram, and around the web. In fact, the marketing team at H&M is getting more than 20 times the engagement for every image they produce. We work with major brands across retail and e-commerce and the strategies they follow to succeed on social media are backed up by the data in this report. The brands that get very high engagement with their content are the ones that focus on great creative and seeding strategies.

Have a read here for more on this exciting research and download a free copy of the report here.

The Best of the Rest

Marketing Dive - Study: H&M, Topshop and Forever 21 dominate fast-fashion social engagement

Business Insider -Instagram on track to top Snapchat's new user sign ups

New York Times - Avoiding Cameras While Training the Lens on Food

Adweek - Brands Must Look Beyond the Logo to See the Big Picture

A weekly wrap-up of valuable insights from the world of visual content, social media, and influencer marketing
Jonathan Gardner

Jonathan is vice president of marketing for ShareIQ, based in New York City.