The Art of Building a Sustainable Brand as an Influencer

As we all know, influencers play a pivotal role in shaping trends and driving brand awareness. However, in the pursuit of rapid success and fleeting fame, it's easy to overlook the importance of building a sustainable personal brand. Beyond the likes and followers, the true measure of success lies in establishing long-term connections with your audience. In this blog post, we'll explore the art of building a sustainable brand that goes beyond the surface level, creating lasting relationships with your followers and brand partnerships. 

What is personal branding?

Personal branding is the process of defining and promoting what you stand for as an individual. The creation of a personal brand demands intention; it’s a unique fusion of your story, values and attitude that often influences how your audience and clients perceive your influencer brand. Done well, a compelling personal brand can instil trust and help you build a highly visible presence, both online and offline.

Why do influencers need to build a personal brand?

Building a personal brand is essential for longevity and empowering your influence. A well-crafted personal brand allows you to self-define your online identity, easily differentiate yourself from your competitors and, most importantly, control your image. A strong, consistent personal brand can help foster trust between you and your audience. With 53% of women reliant on influencer recommendations, a well-crafted brand is key to attracting a dedicated audience, which in turn increases your engagement and sustains your influence. 

7 Tips for building a sustainable brand

If you’re looking to build a sustainable online presence, we’ve compiled a list of our top tips to get you started:

Understand yourself

From a deep obsession with true-crime stories to raving about the latest beauty products, understanding your passion drives your content, enabling you to refine your expertise and position yourself as the trusted creator for information in that field. It is important to embrace your uniqueness as it will distinguish you from other creators and allow you to create content that truly resonates with your brand. 

Authenticity is key

Authenticity is crucial to your success as an influencer because it helps you build trust with your audience. Working with brands that align with your values and being transparent about your experiences, fosters a sense of credibility which is paramount in the creation of building a sustainable community for your personal brand. 

Know your audience

Knowing your target audience inside out will help you make them feel part of your journey. By leveraging analytic tools, you can monitor the performance of your social media posts to understand the type of content that fully engages your audience. Actively paying attention to your direct messages and comments allows you to see what your audience currently likes and wants from your content, helping you to make content that continually resonates with them. 

Be consistent

Maintaining a consistent brand allows you to build an instantly recognisable brand and message to your audience and clients. A structured approach allows you to set realistic expectations when it comes to posting and allows you to prioritise quality content over quantity. 

Collaborate with purpose 

To collaborate with purpose, identify brands, causes and influencers with values that clearly align with your brand and content. Don’t just do paid campaigns - fill your feed with your genuine passions and interests! Ensuring that the content you create allows you to showcase your unique voice will enhance the experience your audience has toward it, ultimately strengthening your bond.

Educate and inspire

Influencing is more than just brand collaborations, you have the chance to become a great role model, inspiring your audience to take positive action on credible causes that are close to your heart. 

Longevity over virality 

For influencers, longevity is about the endurance of your influence and impact. Achieving this requires a delicate balance of experimentation while maintaining an engaged following. Building and maintaining a long-term online presence should involve a focus on strategic brand partnerships that contribute to the evolution of your brand and sustain the interests of your audience.

Conclusion

With an increasing focus on authenticity, building a sustainable brand is vital for securing consumer trust and relevancy in the digital world. By following these tips above, you can build a strong personal brand that will help you stand out in a very crowded space. Remember to stay true to yourself and your audience, be authentic in your interactions and be consistent in everything you do.

Top 6 Social Media Trends in 2024

Now we’ve stepped into the promising year of 2024, it’s crucial to stay ahead of the curve and anticipate the trends that will dominate the social media space. Staying up to date with social media trends can help fuel your strategy and help you stand out from the crowd. From emerging technologies to shifting user behaviours, here's a comprehensive look at the social media trends that are set to redefine our digital experience in 2024.

Longer-form video content is making a comeback

Remember when TikTok was all about snappy, under-a-minute videos? Well, not anymore. In 2024, TikTok, the reigning king of short-form content, has surprisingly turned the tables, championing the resurgence of long-form content. You probably remember the switch in 2022 when TikTok expanded its video limit to a whopping 10 minutes, bidding adieu to those blink-and-miss clips. This has opened up a world of opportunity for creators to dive deeper into storytelling, share detailed narratives and create more immersive experiences for viewers.

Word on the street is that TikTok might further up the ante, potentially extending the video limit to a staggering 15 minutes! This shift is a testament to TikTok's commitment to embracing comprehensive narratives and championing the cause of long-form video content in 2024.

So, take note. It's time to brush up your storytelling skills, add layers to your content and make the most of this exciting trend. 

AI take-over 

As social media platforms continue to evolve, AI is becoming increasingly instrumental in shaping user experiences. Fancy a caption that resonates with your audience? AI's got you covered. It's not just about crunching numbers and analysing data. The AI of 2024 will be a creative beast, offering you tips for catchy captions that will have your followers hitting the 'like' button like there's no tomorrow.

And let's not forget images. AI tools are becoming more adept at recognising and categorising images, which could completely transform the way we use and engage with visual content on social platforms. Additionally, AI-powered tools are playing a pivotal role in content moderation, ensuring a safer and more inclusive online environment. 

And here's the cherry on the cake - personalisation. AI will play a pivotal role in personalising user experiences on social media. Advanced algorithms can tailor content to individual users based on their likes, interests, and browsing history. This means more relevant content for users and more engagement for brands. It's a win-win.

So, brace yourself for a social media landscape that's more intuitive, more personalised, and with more potential.

Authenticity is key

Get ready to hear the golden truth of 2024, authenticity isn't just important, it's reigning supreme! Consumers aren’t just scrolling for a quick sales pitch or an obvious photoshopped advert. No siree, they’re hunting for something that's real, relatable, and genuine.

Today, consumers demand transparency. They want to see behind the scenes, understand your values and connect with your story. They’re seeking out brands and influencers who are 'keeping it real'.

Now, don't get it twisted, this doesn’t mean you have to ditch your well-curated aesthetics. It’s about striking a balance. Yes, make your feed look amazing, but also sprinkle in those candid moments, those real stories, those genuine connections. It’s about opening up, being vulnerable, and showing the world the true face of your brand.

So, if there's one trend you should be betting your marketing budget on in 2024, it's authenticity. 

Influencer marketing is here to stay 

Guess what's not going out of fashion any time soon? Yep, you've nailed it - influencer marketing. It seems we're not quite ready to wave goodbye to our favourite Insta-stars and TikTok sensations. Despite the whirlwind of new trends hitting the digital sphere, this tried and tested marketing method is here to stay. 

But don't get complacent; there's a twist to the tale. The influencer marketing game is evolving. Say ta-ta to vanity metrics and hello to authentic engagement. In 2024, it's not just about having the most followers or the flashiest content. Brands are seeking out influencers who truly resonate with their audience, who are genuine, and who can spark a real connection.

It's not just about flogging a product, it's about creating meaningful relationships, sharing personal experiences, and building trust. If an influencer loves your brand, their followers will likely feel the same. This connection is far more potent than any traditional ad. So, if you're looking to jump into the influencer marketing game in 2024, remember - authenticity is key.

Keyword search & SEO takeover 

Social media isn't just for scrolling, liking, and sharing, it's also becoming your go-to search engine.  More and more people are turning to their favourite social platforms for a quick, hassle-free search. 

Need holiday inspiration? People are flocking to TikTok for some exotic destination ideas. Want to try a new cuisine but not sure where to go? Instagram's got you covered with thousands of restaurant recommendations at your fingertips. And let's not forget fashion - social platforms are bursting with style tips, outfit ideas, and even direct links to snag those must-have pieces.

The idea is simple: why go to Google when you can get real-life experiences, tips, and recommendations from real people on social media? It's convenient, personalised and just a tap away.

This means optimising your posts with keywords has never been more crucial if you aim to enhance the discoverability of your content.

This trend is transforming the way we use social media, morphing it from a platform for connection and entertainment into a robust search engine. So, the next time you're unsure of something, don't just Google it, social it!

UGC creators soar

Hold onto your hats, because in 2024, User Generated Content (UGC) creators are not just flying, they're soaring! According to Forbes, a whopping 86% of companies are incorporating UGC as part of their marketing strategy. And why not? It's more trustworthy than traditional advertising, it adds credibility to your product, and it beautifies your feed no end.

So, what's the 2024 spin? UGC creators are now commonplace. They aren't mythical creatures anymore, but a major part of the social media ecosystem. With no obligation for a massive follower count or to show their face, more influencers are helping brands build a stockpile of UGC content all year round. And let's be honest, in an era where authenticity is key, this user-generated content is pure gold. 

So, there you have it - the top 5 social media trends for 2024. From AI-powered marketing and long-form TikTok videos to authenticity and UGC creators ruling the roost, the digital sphere is ripe for innovation. As social media platforms continue to evolve, we can't wait to see how these trends shape our online experiences. So buckle up and get ready to ride the wave!

 

7 Influencer Marketing Trends to Watch in 2024

Influencer marketing is an industry that’s constantly moving, and that isn’t about to change anytime soon. Right now it’s gearing up for some big changes, presenting new challenges and opportunities for marketers. 

Predictions show that in 2024, 67% of marketers will significantly increase their spending on influencers, and 23% will allocate almost half of their total budget to it. As popularity and demand increase, it's important to pay attention to the trends that are set to shape the industry in the coming year.  To help you out, we’ve identified seven influencer marketing trends that will dominate 2024. 

AI and personalisation  

The integration of artificial intelligence (AI) and personalisation is transforming everything it touches including influencer collaborations. It now provides brands with new tools and insights to enhance campaigns to achieve great success.

One area in particular where AI is going to make a significant impact is in the influencer discovery process. Advanced algorithms analyse vast datasets to identify the most suitable influencers for specific campaigns, considering factors beyond follower count. 

That’s not all. This year we are going to see this trend evolve in a few other ways: 

The marriage of AI and influencer marketing will not just be a trend in 2024 but a fundamental shift, ushering in a new era of precision, efficiency, and creativity in digital advertising. Finding the right balance between AI and authenticity will be the key thing this year.  

Long-form content makes a comeback

In a surprising move that has played a significant role in the resurgence of long-form content, TikTok, the renowned short-form video platform, expanded its video length limit to 10 minutes in 2022. This departure from the traditional brief format has paved the way for content creators to delve deeper into storytelling and share more comprehensive narratives. The impact of this decision is evident, with users and brands alike adapting their content strategies to leverage the extended time frame. 

Moreover, rumours circulating in the industry suggest that TikTok is considering another substantial increase, potentially extending the video limit to 15 minutes. If this speculation materialises, it would further solidify the platform's commitment to accommodating longer, more immersive content and contribute to the broader trend of embracing extensive narratives across various digital platforms in 2024.

Shift from influencers to creators

The landscape of creator commerce is experiencing a shift within the realm of influencer marketing, where big personalities primarily associated with content are giving way to a new wave of creators. Unlike influencers, these creators prioritise the substance of their content over their personal brand, marking a departure from the era dominated by charismatic personalities. 

According to surveys conducted by CreatorIQ, a majority of influencers now identify themselves as content creators, with terms like "creator" and "influencer" used interchangeably, while a mere 6% still prefer the title of just influencers. This evolving dynamic is reflected in the preferences of brands, which are increasingly inclined to collaborate with content creators over traditional influencers. 

Notably, data from Influencer Marketing Hub indicates a significant shift in strategy, with 39% of businesses planning to engage nano influencers. In comparison, only 12% have intentions to collaborate with mega or celebrity influencers. This transformative trend underscores the growing importance of content-centric partnerships in the ever-evolving landscape of influencer marketing.

Influencer content turned into paid ads

Brands are recognising the inherent value in repurposing authentic influencer content for paid advertising campaigns. This trend involves transforming the engaging and relatable content produced by influencers into targeted advertisements, seamlessly blending promotional messages with the organic aesthetic of the influencer's feed. By leveraging the credibility and trust that influencers have cultivated with their audience, brands can deliver promotional content that feels more genuine and less intrusive. This innovative approach not only maximises the impact of influencer collaborations but also streamlines the ad creation process for brands, offering a symbiotic relationship where influencers become key contributors to a brand's advertising strategy. 

As this trend gains momentum, it signals a shift towards more cohesive and harmonious integration of influencer-generated content into the broader advertising landscape.

Building long-term partnerships

There seems to be a notable strategic shift of brands towards fostering long-term collaborations with influencers. Recognising the enduring benefits of sustained partnerships over one-off campaigns, brands are increasingly prioritising relationships that extend beyond a single promotional effort. This evolution is grounded in the understanding that long-term collaborations allow influencers to develop a more authentic connection with their audience, resulting in more genuine and impactful content.

By forging enduring relationships, brands not only benefit from the consistent representation of their values and messaging but also tap into the influencers' deep understanding of their audience's preferences. As brands seek to cultivate loyalty and trust with consumers, the move towards prolonged influencer collaborations in 2024 reflects a commitment to building meaningful, enduring narratives that resonate with the target audience over time.

TikTok's dominance

Whilst this might be no surprise to most people, TikTok is positioned to challenge Instagram as the most vital influencer marketing channel. Users are spending an average of 31 hours, and 14 minutes on TikTok compared to just 13 hours and 49 minutes on Instagram. With global users spending more time on TikTok each month than other social media platforms, it's no doubt TikTok is the place to be. 

In 2024, TikTok wants to grow and evolve its Shop offering. Their vision is to onboard more brands, with a wider ambition to develop Shop into a large-scale closed-loop social commerce offering. Brands will be leaning on creators to boost their presence, especially those who saw major growth on the platform in 2023. Brands like House of Sunny have plans to collaborate with content creators with a large presence on TikTok to tap their audiences after huge success last year. Many others will hop on this emerging trend quickly in 2024 as they seek to capitalise on TikTok’s vibrant and rapidly growing database. 

Sustainability and social responsibility

Consumers are increasingly prioritising brands that align with ethical values and contribute positively to social and environmental causes. Influencers, recognising their role as agents of change, are championing sustainability in their content and collaborations. 

Brands are partnering with influencers who share their commitment to social responsibility, fostering authenticity and resonance with socially conscious audiences. From promoting eco-friendly products to supporting charitable initiatives, the influencer marketing sphere is evolving to become a powerful force for positive change. In 2024, the intertwining of sustainability and social responsibility is not merely a trend but a pivotal shift, reflecting the collective consciousness of both influencers and consumers towards creating a more responsible and purpose-driven digital ecosystem.

 

The key takeaway for success is to understand that as the industry continues to evolve, staying ahead of these trends will be crucial for marketers aiming to harness the full potential of influencer marketing in the years to come. For those looking to leverage these trends and elevate their brand presence through influencer campaigns, we're here to help. If you're seeking guidance or support in navigating this exciting space, feel free to get in touch with the team.

What are TikTok Creative Cards? Your Comprehensive Guide

As the world’s leading short-form video platform, TikTok recognises that creativity is an influencer’s currency. The platform is constantly investing in the potential of influencers with their innovative updates and features, and the launch of their highly-anticipated data-backed Creative Cards is no exception. If you’re on the hunt for creative inspiration or intrigued about how you can use the feature to your advantage, you’ve come to the right place. 

What are TikTok Creative Cards?

TikTok’s Creative Cards are designed to help influencers beat a creative block and ensure that you never run dry on content. The feature allows creators to shuffle through a deck of over a hundred creative prompts across five categories to determine the kind of content they want to produce.

  1. Community: Create content that directly targets your audience and builds your existing relationship.
  2. Edutainment: Showcase products in a highly engaging and fun way that encourages confident consumer decision making.
  3. Creator tools: Utilising TikTok’s additional features to elevate your creativity and storytelling.
  4. Trends: Join in on the fun of trending memes or hashtags to produce relevant content.
  5. Storytelling: Be personal and share your story to increase relatability. 

How TikTok Creative Cards work

Content creators interested in using the feature to shuffle up their content need to register for access via an email sign-up process.  

Benefits of using Creative Cards for Influencers 

The pressure to maintain a consistent flow of innovative and original creative that has the potential to go viral can pose a significant challenge, particularly during the holiday season. With a range of different ideas to choose from, TikTok Creator Cards allow influencers to leverage different modes of communication and storytelling. 

Constant stream of ideas 

The creator cards streamline the initial brainstorming process for influencers by providing quick access to a variety of different ideas. 

Create relevant and trendy content 

With the ideas deriving from TikTok itself, you can take inspiration from real-time trends.

Ability to actively engage with your audience 

With ideas influenced by your audience’s interests and how they interact with your platform, you can create content that optimises your engagement.

Develop stronger storytelling skills via edutainment 

Considering the average attention span on social media is two seconds, TikTok Creator Cards can help you master the art of edutainment content that immediately hooks your audience in and positively impacts their consumer behaviour. 

The best Practices for TikTok Creative Cards

Compelling content 

Creating compelling content on TikTok requires a blend of strategy, creativity and knowledge of the ins and outs of TikTok's unique yet elusive algorithm. TikTok Creative Cards serves as a source of endless ideation and inspiration, empowering influencers to create refreshing content that positively impacts their brand. 

Encouraging engagement

Craft a clear call-to-action that encourages your followers to interact with your Creative Cards. Whether it's joining a challenge or checking out a new video, make it easy for your audience to take the next step. By encouraging engagement, influencers have the potential to build a highly loyal and engaged community on TikTok. 

Measuring Success with TikTok Creative Cards

Influencers can access their analytics via their Creator tools in their settings. 

Analytics 

Leverage TikTok's analytics to track the performance of your Creative Cards. Monitor metrics such as clicks, impressions, and engagement to gain insights into what resonates with your audience.

Influencers can access their analytics via their Creator tools in their settings. TikTok Analytics are divided into three categories: Overview, Content and Followers. Within Overview, an influencer can see information regarding their overall profile such as follower growth and video views over time. The Content section provides more in-depth data about the performance of each video you have posted. Lastly, the Followers tab showcases information about the evolution of your TikTok community. 

Optimisation 

Use your analytics to help refine your Creative Card strategy based on performance data. Experiment with the range of ideas offered by Creator Cards, like different visuals, call-to-actions, and content themes to continually identify what works best. 

Conclusion

TikTok Creator Cards serve as a great digital resource to enhance efficiency as you unwind and prepare for the new year. Curious? Try it and let us know how you get on. Work smarter, not harder in 2024!

How to increase your influence as a UGC content creator

In response to the world’s ever-increasing appetite for authenticity, the concept of an ‘influencer’ has gradually evolved from its previous association with ‘celebrity’ and the most elite figures of society to the ‘everyday’ person. 

The shift in the operation of influencer marketing has revolutionised how brands choose to interact with their audience. With many businesses now incorporating User-generated content (UGC) created by regular people into their marketing strategies, they can effectively bridge the gap between themselves and their consumers. 

Whether you’re a veteran or just starting your journey as a UGC creator, in this article we will walk you through the steps to increase your influence, from understanding what UGC creators are to mastering the art of crafting compelling content. Let's dive in!

What is a UGC creator? 

User Generated Content, also known as, UGC, has surged in popularity in recent years. UGC creators are individuals who harness the power of user-generated content to influence, engage, and inspire their online audiences. They create content that resonates with their niche community, leveraging platforms like social media, blogs, and forums to share their authentic experiences and opinions.

From that viral Peter Thomas Roth Eye Cream moment to fellow TikToker, Nathan Apodaca, casually drinking Ocean Spray whilst skateboarding to Fleetwood Mac's "Dreams", it’s clear that the unfiltered story-telling of UGC creates a monumental buzz around a product, undeniably shaping a consumer’s purchase choices. 

Why is UGC so powerful? 

Feels authentic 

One of the primary reasons UGC is so powerful is its authenticity. Unlike traditional advertising, UGC comes from real people sharing engaging anecdotes to stimulate meaningful conversations and provide honest insights into their experiences. The personality element of UGC is a key reason why it is so appealing to the masses, allowing creators to naturally establish emotional connections with their audience. Consumers are 2.4 times more likely to view UGC as authentic versus content by brands. That’s why ensuring your content is authentic can help you build trust with your audience, which can ultimately help you become more relatable and trustworthy. 

Boosts engagement

The relatability of this incredibly intimate content enables creators to connect with a range of different communities, boosting engagement, but also serving as social proof. Social proof is a social phenomenon in which people tend to emulate actions that have been endorsed by people they typically trust, which plays a pivotal role in attracting new consumers and fostering more successful conversions for businesses. 

Influencer purchase decisions 

With 79% of social media users acknowledging that UGC highly impacts their buying behaviour, it is not surprising that UGC is a commonly used 

marketing tool in the digital age. By becoming a UGC creator, you can directly influence the choices of your audience. 

Faster than producing content from scratch 

Creating UGC is efficient. You're not starting from scratch; you're building on existing experiences or knowledge, which speeds up content production. This allows you to stay consistent and maintain a loyal following.

How to become a UGC creator?

If you’ve ever posted a hotel review or raved about your favourite makeup brand via your social media account, you’ve created UGC! If you want to turn this into a full-fledged career, we’ve created some steps to help you begin your journey as a UGC creator: 

 Step 1: Identify your niche  

Explore your passions and find a gap in the market for each. Focusing on a niche can hone your expertise, allowing you to become the go-to creator for information or resources for your audience. Frequently test new styles of content and see how your audience engages. The more unique, the better!  

Step 2: Utilise the right platforms 

Identify what platform(s) work best for your audience and acquaint yourself with their special creator features and tools. This is key for establishing your community. 

If you create content centred around business and entrepreneurship, LinkedIn is likely your go-to platform, or if you like to create short and snappy lifestyle videos, TikTok and/or Instagram is the best platform to receive high engagement. Wherever it is, just be where your audience can easily discover your content. 

Step 3: Craft compelling UGC

Create content that provides value, educates, entertains, or solves problems for your audience. Your content should resonate with your niche and reflect your unique perspective. Test your ideas from step one to build your portfolio. When you figure out what works, learn how to develop a strong and consistent story within your content to increase engagement and familiarity with your page. 

Step 4: Mastering hashtags and SEO for discovery

Research the best and most relevant trending hashtags in your niche. It is also worth creating a unique tagline or hashtag that your audience will know you by to enhance discoverability. Tools such as Semrush and Google Keyword Planner can aid you with this. 

Step 5: Engage and build a community

Engagement is key. Respond to comments, participate in discussions, and build a loyal community around your content.Understanding who your audience is, creating content that resonates with them and engaging in authentic conversations helps foster trust and loyalty. Setting measurable goals will help you track your progress and identify areas to help you increase your engagement. 

Step 6: Collaborations and partnerships 

Collaborate with other creators and brands within your niche. Partnerships can expand your reach and introduce your content to new audiences. To help you easily find brands to collaborate with, look at using influencer marketing platforms like The Influence Room  With exciting campaigns across a range of different industries that can be located via a browse wall, The Influence Room can help you secure partnerships and build relationships with the most exciting brands in no time! 

A final thought

As a UGC creator, your content has the ability to connect with a wide range of people in meaningful ways. By identifying your niche, becoming a master of SEO and regularly engaging with your budding community, you can strengthen your influence and leave a lasting imprint as a UGC creator. 

Frequently asked questions about UGC creators

There isn’t a particular follower count needed to become a UGC creator. Brands tend to focus on your niche, the quality of your content and the relationship you have with your audience when considering a collaboration. Just remember; as your influence grows, so will your follower count.

Reach out to brands that align with your niche and values. You can also join influencer marketing platforms, like The Influence Room,  where brands seek UGC creators for collaborations. Building a strong online presence and a portfolio of quality UGC will attract brand partnerships over time.

While UGC creators and influencers share many similarities, they have their differences as well. Like influencers,  UGC creators produce original content, but the difference is that UGC creators create content without being compensated by a brand. Influencers see this in the form of either payment or gifted products, whilst, UGC creators serve as brand advocates curating content that typically ends up on a brand’s own channels.