Shadowbanned: What is it and how to avoid it?

In the vast and ever-evolving world of social media, there are numerous hurdles and challenges content creators face. One of these is the dreaded shadowban, a silent and often perplexing restriction that can have a significant impact on your online presence. 

But what actually is it? How do you know if it’s happening to you? What are the reasons behind it? And most importantly how can you avoid it? We’ve got all the answers right here to give you a helping hand. 

What is shadowbanned?

Though there isn’t one shared definition, people use the term “shadowban” to imply that a user’s account or content is limited or hidden without a clear explanation or justification. Essentially, it makes your content almost invisible to your followers and potential new audiences. The result? Reduced engagement, lower reach, and a decline in the overall impact of your social media presence.

How does it work?

Shadowbanning primarily operates through algorithms that identify and limit accounts or content that may violate platform guidelines or exhibit suspicious behaviour. This can range from using banned hashtags to participating in controversial discussions. The algorithms track these activities and, if they detect any violations, your content becomes less discoverable.

How long does a shadowban last?

The duration of a shadowban can vary widely depending on the severity of the violation and the platform's policies. In some cases, it may last only a few days, while in more severe cases, it can persist for weeks or even months. The good news is that it's not a life sentence, and you can take steps to rectify the situation.

Am I shadowbanned? Detecting the silent restriction

Detecting a shadowban can be tricky because platforms don't typically notify you when it happens. Here are some signs to look out for:

Reasons for shadowbanning: Unveiling the algorithms 

Understanding why shadowbans occur can help you avoid them. Here are some common reasons:

Violation of community guidelines 

Platforms have strict rules regarding hate speech, harassment, and other harmful behaviours. Violating these guidelines can lead to shadowbanning.

Misuse of hashtags  

Overusing or using banned or irrelevant hashtags can trigger a shadowban. Make sure your hashtags are genuinely related to your content. To give you guidance, here is a blog on what hashtags to avoid on Instagram.

Rapid growth in follower account 

Sudden, unnatural spikes in your follower count can raise suspicion and result in shadowbanning. Aim for organic growth.

Bot activity

Engaging with bots or using automated tools for liking, commenting, or following can lead to a shadowban.

Participation in controversial topics

Discussing controversial or sensitive topics, especially without appropriate context or sensitivity, may flag your account for shadowbanning.

Platform specific shadow banning

When it comes to shadow banning, each social media platform has its own set of rules, algorithms, and triggers. What constitutes a shadow ban on one platform may not be the same on another:

Instagram 

Whilst Instagram initially claimed that “shadowbanning was not a real thing, they later acknowledged that posts categorised as “inappropriate for our international community” would not be featured on the Instagram Explore Page even if they were within their Community Guidelines. 

The most common reasons for shadowbanning on Instagram are for using third-party automation tools, engaging in fake likes and follows, or posting inappropriate content. To avoid any issues on Instagram, it’s essential users need to be aware of these platform-specific shadowbanning triggers and abide to community guidelines.  

TikTok

A TikTok shadowban occurs when your account is inadvertently blocked or partially restricted on the app. Consequently, your content no longer appears on the coveted “For You” page, and you may not notice a decline in likes, views, and comments. 

This form of restriction is an automatic process implemented by TikTok’s algorithm, primarily designed to safeguard users from copyright issues, spam, inappropriate content and threats. The common reasons for shadowbanning are similar to those on other social media platforms. 

How to avoid being shadowbanned: Best practices and strategies 

Prevention is the best approach when it comes to shadowbanning. Here are some strategies to stay in the clear:

Create authentic and engaging content

Focus on producing high-quality, original content that resonates with your audience.

Use hashtags wisely

Occasionally, a well-loved hashtag can fall victim to misuse by inappropriate users, prompting platforms to take action by either removing the hashtag from search results or restricting its content. Although there isn't an official roster of banned hashtags, exploring various sources of suggested hashtags can provide valuable assistance in navigating this challenge.

Build an engaged community

Promote authentic engagement with your followers by actively responding to their comments and messages. Paying for likes may seem tempting, but it's not only an ineffective strategy; it can also raise alarms with social networks. 

Therefore, it's advisable to steer clear of such practices entirely and focus on creating content that genuinely resonates with your audience and encourages their natural engagement.

Engage authentically

Avoid automation tools and engage with others in a genuine, human manner.

Follow platform guidelines

Familiarise yourself with and adhere to the rules and guidelines depending on the platform you're using.

Stay informed

Keep up with changes in platform policies and algorithms to adapt your strategy accordingly. 

How to remove a shadow ban

If you suspect you've been shadowbanned, here's how to address the issue:

Identify the shadow ban

The first step in resolving a shadow ban is to identify whether you're actually facing one. Look for the signs mentioned earlier to confirm if you are indeed shadowbanned. To confirm your suspicions, try searching for your profile using a different account or an incognito browser window. If your posts or profile aren't showing up as they should, you may indeed be shadowbanned.

Analyse the possible causes

Understanding why you received a shadow ban is crucial to its removal. Take a moment to review your recent activity on the platform. Have you posted content that may have violated the platform's community guidelines or terms of service? Are you using hashtags that have been banned, or have you engaged in spammy behaviour? Reflect on any recent changes in your posting habits that might have triggered the shadow ban.

Address the issue

Once you've identified potential issues that led to the shadow ban, it's time to address them. Start by removing or editing any content that might have violated the platform's rules. Adjust your posting behaviour to align with the platform's guidelines, avoiding spammy tactics, excessive use of hashtags, or other suspicious activities. It's also a good idea to take a brief break from posting to allow the platform's algorithms to reassess your account.

Contact platform support

If you've taken steps to address the shadow ban but still face restrictions, don't hesitate to reach out to the platform's support team. There are a few ways to report your shadowban: 

  1. Go to the Account Status feature to see if a post has been taken down and then request a review directly from the page. 
  2. Use the native “Report a Problem” option within the Instagram app. To do this, go to your Instagram Settings, click Help, select “Report a Problem,” and describe your issue.

Overall, shadowbanning is a nuanced challenge in the world of social media, but with awareness and adherence to platform guidelines, you can minimise the risk and continue to grow your online presence authentically. 

By creating engaging content, fostering a genuine community, and staying informed about platform changes, you can navigate the digital landscape while avoiding the shadow of a shadowban.

Getting Started with Influencer Paid Partnerships

If you’re a brand you’ve likely heard many people stress the importance of paying the right person to represent your brand, delivering the perfect message to the right audience in the right way. It could be quite challenging to reach the right person, like how Haig Club needs a David Beckham, and L’Oreal seeks collaborations with someone like Eva Longoria. But it’s all about investing in your heroes for mass visibility and developing a distinctive brand identity. 

The effort will always be on the brand, and the power in the hands of the talent, celebrity or influencer. This is where paid partnerships or paid collaborations come in place, where brands and influencers collaborate to reach a mutual benefit and a value exchange. 

We’ll walk you through everything you need to know about paid partnerships with influencers and content creators on social media like Instagram and TikTok. 

What is a paid partnership?

Paid partnership is a collaboration between a brand and an influencer or content creator to promote specific products or services in exchange for payment or commissions. Normally, the brand pays the influencer to promote their products on social media channels like TikTok and Instagram. Paid partnership content can take various formats including a static image, carousel posts, or video content—it’s all up to what works best for your brand, the influencer, and your target audience.

How paid partnership works?

Brands can do a paid partnership campaign with an influencer across various social media platforms depending on where their audience is. The most common social media to do paid partnerships are Instagram and TikTok. Here is what you need to know about paid partnerships on Instagram and TikTok:

Paid partnership on Instagram

Instagram paid partnership is when a brand compensates an influencer or a content creator to promote a specific product or service through branded content on Instagram feed, story, reels, or live videos. But what does paid partnership content on Instagram actually look like?

Instagram comes with a convenient paid partnership tool that simplifies your collaboration, makes it more trackable, and helps it stand out. This tool includes a tag that says “Paid Partnerships With…”. Influencers can use this tag to show that they have a commercial relationship with the brand, which also means they get compensation for their posts. This feature aims to increase the level of transparency and make it clear that the content is an advertisement. Brands could also incorporate a discount code or affiliate links into the influencer’s sponsored content to drive more sales or conversions. 

Paid partnership on TikTok

In addition to Instagram, brands can collaborate with TikTok influencers or content creators to promote specific products or services through the creator’s content and provide monetary compensation in return. TikTok's storytelling format has created valuable opportunities for brands and creators to work together in developing more personalised, natural, and engaging advertisement videos on TikTok.

On TikTok, ads created in partnership with brands are categorised as branded content and must follow the platform’s guidelines regarding sponsored TikTok posts. It needs to be clear which product or service you promote through the video or the caption. Also, influencers must disclose that the partnership video is a branded content by activating the Branded Content toggle on the app. 

In an effort to support advertisers, TikTok has recently launched several paid partnership programs. For example, TikTok Pulse is a new service that guarantees brands’ videos to appear alongside the top 4% of videos on the platform at any given time. Additionally, there is the “Branded Mission” initiative, which allows advertisers to source authentic videos from creators and convert the most performing content into ads. Then creators will receive cash payments if their videos are chosen. 

What are paid partnership benefits for brands?

Paid partnership is one of the most effective ways to collaborate with influencers. Here are the benefits brands can expect when partnering with influencers:

Raising brand awareness and exposure

Influencers have a large circle of niche audiences who are highly engaged individuals with specific interests. Partnering with an influencer to create branded or promotional content can get your brand in front of many new potential audiences and raise awareness of your products or services. The more people are aware of your brand, the more likely they are to engage with your products or services, consider your offerings when making purchasing decisions, and become loyal customers over time. 

Gain credibility and trust

Influencers are trusted by their audience, who regard their content as authentic and reliable. When influencers genuinely enjoy a brand’s offerings, they will provide authentic endorsements of the products and willingly promote them to their audience. Plus, influencers consistently create content that resonates with their followers. Therefore, partnering with influencers helps brands earn more trust and credibility with their desired audience.

Increase conversions and sales

Paid partnerships with influencers can help to drive more traffic to your brand’s website as your brand will be exposed to a new audience base that could be interested in your products or services. Also, endorsement content from paid partnerships can motivate audiences to make purchases based on the influencer’s recommendations, as they perceive the influencer’s content as credible. Therefore, by partnering with the right influencers, a brand can enhance their website traffic, boost conversions, and increase sales.

In most cases, influencers' paid partnerships can be tracked and measured, allowing brands to assess the impact of the collaboration on sales and ROI. Most of the social media platforms also already have a metrics tool to measure and analyse the results of the campaign. For example, on Instagram, you can see the paid partnership content insights which include the reach, engagement, impressions, reactions and comments, CPM, CTR, and many more.

Paid Partnership with Room Unlocked

Sometimes, the only thing you’re trying to sell isn’t the only thing they want to buy, and, in listening to our clients, they’ve held up a mirror to one of the truisms we’ve always championed.

For every one of you who’s heard us trumpet the benefits of paid collaborations, as sure as night follows day - the follow up is always our ‘but…’. Altogether, here’s the catch: “There are too many brands paying too much money to too many people to promote them.” This is where we come in with our unique selling point (USP): connecting brands and influencers for a mutual benefit, a value exchange. 

We’ve banged the drum, hung out the banners and advertised hard and in doing so, we’ve been told we’re ignoring a large piece of the jigsaw.  The importance of ‘meeting in the middle’ and mutual benefit, doesn’t need to live in the non-paid space only. Cue ‘light bulb moment’. 

Our longest serving client said they were really interested to see what Room Unlocked could do for their paid collaborations.  Brand love, they suggested, could still be factored into commercial relationships. So, after a bit of internal reflection, we ran a campaign for them.  And saved them 70% of their allocated budget because the perfect match was so desperate to work on the opportunity.

So we ran another, and the same thing happened - the client’s budget went far further because people who wanted to represent the brand offered their services at better rates.  And another brand, another example, same result.  

And so paid collaborations are now live at Room Unlocked - where brands will use us to unlock their influential advocates who are available, interested and keen to partner; for the love - not just the money.

That’s the beauty of Room Unlocked, the space where collaboration and brand love are still the most important factors.  So join us, save time and save your money.  Unlock your heroes to create your identity, and then reward your advocates to spread this message further and wider.

Business is always better when it’s a meeting, not a chase. Book a free platform demo today and find out how Room Unlocked can make a difference for your paid partnership campaign. 

Women’s History Month: The female influencers to look out for

Women’s History Month is dedicated to recognising the achievements of women across the globe, with this year’s theme dedicated to ‘celebrating women who tell our stories’. We, therefore, think it's more important than ever to celebrate the female influencers that utilise their platforms as resources for education and to promote positive messages - and most importantly, to tell their individual, inspiring stories too. In this blog, we’ll be discussing the importance of making social media a more positive and healthy space; and, we’ll be shedding light on some of the female influencers we admire on Room Unlocked’s platform for doing just that, as well as the three steps influencers are taking to make social media a more positive and healthy space.

It’s important to promote positive messages

We recently commissioned some nationwide research and found that social media users highly resonate with influencers who post content that, to an extent, caters to their own beliefs and values - women specifically, with 1 in 4 women saying this is one of the main factors they look for in those they follow! With that in mind, let’s see how female influencers are inspiring their audiences and helping to make social media a more authentic space.

What are creators doing to support this?

Content creators are myth-busting to build trust in communities

Have you ever been scrolling on social media and landed on the notorious ‘clickbait’ workout videos? The caption is often something along the lines of ‘Try this workout for 5 days and watch your body transform’ – great clickbait, right? However, this type of content can have detrimental effects on people who struggle with their body image or who struggle to reach their workout goals.

Luckily, we’ve seen a huge shift away from these types of videos recently. More influencers are now motivating people to be kinder to themselves, busting workout myths and spreading awareness of the toxicity of clickbait videos. We think this rise in honesty is great for workout communities on socials as it gives space for body positivity to come forward as well as realistic goals and training routines, rather than toxic and incorrect workout advice.

Jumping on the ‘deinfluencing’ trend to keep it real

To show the impact that consumerism can have on social media users, and in an attempt to be more authentic with their following base, many influencers have been sharing their true, unfiltered opinions on products that have been trending, stating whether they think they are worth purchasing - deinfluencing their followers. Acting as the antithesis to traditional influencing, this trend is being referred to as #deinfluencing and has generated millions of videos on TikTok!

Its popularity comes as no surprise - influencers are more relatable when they are ‘real’ with their audiences, so when an authentic creator says a product is not worth the hype, their word is taken seriously. This authenticity is exactly what we want to see more of on social media, as we believe it’ll help influencers build a closer and more genuine relationship with their community.

Influencers are revealing the toxicity of filters

Filters started emerging in the social media space around 2011 and blew up in 2013, causing a widespread use of filters on all social media platforms; from the iconic flower crown filter on Snapchat, all the way to various ‘glowy skin’ filters on Instagram, we’ve seen it all! Unfortunately, filters have been known to contribute to poor self-esteem and a distorted body image amongst users, especially the younger audience. But thankfully, ‘face-fixing’ filters are slowly losing their appeal as creators are beginning to advocate for a more relatable and body-positive look.

There has been a rise of TikTok creators that are turning off beauty filters on their posts to show their real skin texture and flaws, reminding their followers just how common ‘non-perfect’ skin is. This new wave of genuine, authentic content on TikTok stands against unattainable beauty standards and we are definitely here for it!

Lucy Dawson, aka @luuudaw, is a disabled model and activist after contracting a rare brain disease called encephalitis in 2016. Featured in numerous campaigns with major fashion brands, she has been an advocate for disability awareness joining movements such as the #DisabledAndSexycampaign, and the #BabesWithMobilityAidshashtag.

 Jelena Fairweather, aka @into.trends, is a food and lifestyle influencer with a following of over 20,000. You might recognise her appearance in Masterchef in 2019. She encourages women to be the best and healthiest version of themselves through her healthy food recipes and fun cocktails.

Charlotte Pemberto, aka @lifeofcharliejames, is a mother of two boys documenting cute outfit pics of her sons Charlie and James and meal prep ideas for mothers. Her content also aims to help women who are new to motherhood and how to navigate processes such as weaning.

 Gemma Baker, aka @gemmagoesgloba,  a luxury travel and lifestyle creator. From Abu Dhabi to Argentina, Gemma travels to all corners of the world. As a solo female traveller, she gives her top tips on the best food, activities and places to visit.

We hope this blog helped bring awareness to the ways inspirational female influencers are adding authenticity and positivity to the social media space. By joining movements that encourage real and unfiltered content, creators are creating a space for genuine communities to be built.

This allows brands to feel confident that their chosen influencers will promote their products because they actually love them and are excited to share them with their audience, and not just for the money. If you’re looking to source authentic advocates for your brand, find out more here.

Social media lovers: How to land on the healthy side of influencer content

To get the attention of an ad-wary consumer base, brands promote their products using influencers and celebrities which consumers admire or relate to. In an age where people are bombarded with ads constantly, it becomes more difficult to stand out. Equally, consumers have become sceptical of purchasing products advertised via social media, as they are not always as hyped up as they seem to be. That’s why we’ve compiled our top tips for engaging with authentic creators so you can stay on the healthy side of influencer content.

1. Know what to look out for

There are certain characteristics you can look out for when deciding if a creator is authentic. If their feed is void of ads and filters and they speak openly about their experiences, the chances are they are an authentic creator. It’s also useful to look at the brands they’re posting about, if they align with their personal style or experiences, it’s a good sign that they are genuine.   

2. Find creators that really align with you

Nowadays, the social media market is populated with smaller influencers who have more curated feeds and focus on a specific niche, which makes them come across as more authentic. We are not saying to unfollow your favourite celebrities or macro-influencers, but keep in mind the possibility that they might be pocketing from mentioning a product on their social media when they wouldn’t use it themselves. 

So, make sure you are also following people who are promoting products that align with similar values and beliefs as your own.

3. Think about your relationship with social media 

Let’s face it, we’ve all seen a viral product and wanted to see what the fuss is about – especially when our favourite creator has tried it. Whilst buying the product may feel as though you’re getting involved with the buzz, it’s important not to lose sight of what you would usually purchase, and whether that product is actually right for you.  

When you’re considering buying a viral product, ask yourself these questions:

  1. Would I buy this product if my favourite creator wasn’t promoting it?
  2. Is it actually worth the money?
  3. Does this product have different benefits from the ones I already have?

 Another tip is to disconnect the product from the person you’ve seen using it. Subconsciously, people believe that purchasing a product that’s promoted by a celebrity will allow them to emulate the celebrity’s traits or attract similar people into their lives. Yet in reality, this person is often using other products to achieve the finished look. In short, there is no magic product or quick fix, no matter how viral the video is! So often it’s best to think about the product itself, and whether it would be right for you, rather than the person promoting it. 

4. Lastly, remember social media is meant to be fun! 

If you feel like your feed is overloaded with creators that are promoting the latest product or experience, take time to ‘detox’ your feed.

It can help to think of it as a journey, sometimes content may resonate with you but other times it may not. Don’t be afraid to update your following page if it doesn’t align with you as a person anymore.

Room Unlocked’s examples of cool, authentic creators 

If you’re wondering who the Room Unlocked team is following right now, these are just a few of our favourite authentic creators. Check them out below!

Melissa Holdbrook-Akposoe is a celebrity fashion stylist, beauty expert and interior decorator. She has a very distinct personal style and favours bold colours, luxurious fabric and statement jewellery pieces. You can spot her authenticity by the products she promotes – they all fit her personal style. There is nothing on her grid that feels ‘out of place’.

@melissaswardrobe on Instagram

Juliana Shiel is a model and artist who is best known for her beauty and makeup tutorial videos. When trying out a new product, she’ll suggest options for those who don’t own the item and even suggest cheaper alternatives! This is a great example of a creator who doesn’t believe in promoting something for the sake of it or because she is getting paid.  

 @julianashiel on Instagram 

Christian Petty is a London-based content creator. You’ll see that he responds to almost all of the comments he receives which shows he wants to create an authentic community rather than just plug a product. When styling, he will use pieces he already owns and encourages his followers to invest in minimal pieces that can be integrated with multiple outfits. 

 @christianptty on Instagram

Just remember this, you don’t have to completely rejig your following list straight away. Just focus on the content you enjoy and follow creators that speak on the topics that resonate with you the most. Need more inspiration? Check out our blog on the Top Instagram influencers to watch. 

The benefits of influencer marketing

The Influencer marketing industry is experiencing exponential growth. Did you know that the industry grew from £7.8 billion in 2020 to a whopping £13.3 billion in 2022? Now more than ever, influencer marketing should be an integral part of your digital marketing mix, and there are plenty of reasons why. In this blog, we’ll uncover the key benefits of influencer marketing and how it can drive incredible results for your brand in the long run.

If you’re wondering what the benefits of influencer marketing are, read on to see the extraordinary influencer marketing statistics generated from our creator partnerships, from various industries and businesses. Spoiler: One of our clients reached millions of potential customers with just two brand ambassadors! But first, let’s dive into the benefits of influencer marketing. 

What are the benefits of working with influencers?

1. It can rapidly build trust in your brand

First and foremost, influencers have built a credible and trusted relationship with their audience. People respect their recommendations often because they share similar beliefs, have an aspirational lifestyle or provide entertaining content. 

By working with influencers, you have the opportunity to tap into this highly engaged audience that has been developed through community creation. If you work with a trusted influencer, it’s likely your brand will be trusted by their audience too. You don’t even need to work with tons of influencers to see remarkable results. 

How brands are using influencer marketing to build brand trust?

Hotel franchise Shangri-la worked with Room Unlocked to reach 2.3 million users from just two influencers to raise awareness for their locations. As a result, they received a 34:1 ROI.  

2. It adds authenticity to your marketing strategy

Authenticity is a big buzzword for 2023, and for good reason. We are seeing brands move away from commercial transactions, where brands buy influencers, to genuine connections based on brand love.

Customers are less engaged with highly edited, filtered posts, and more engaged with genuine, authentic content. Influencers who love your brand, are an excellent way of obtaining content that intentionally targets your lookalike audiences, with a touch of authenticity. This is one of the main benefits of influencer marketing, the power to share real opinions that in turn generate authentic brand connections. Find out more about unlocking your brand's authentic advocacy with Room Unlocked here. 

3. You can reach niche and targeted audiences

Another benefit of influencer marketing is the ability to reach those niche target audiences. Influencers that share content that embraces your industry or company values are perfect ambassadors for your brand. For example, if your product is a sustainable homeware set, you’d want to partner with a creator that talks about eco-living and has an interest in sustainability. Their followers would already be interested in living sustainably (that’s probably why they follow them), so you don’t have to target this niche audience yourself – the influencer does it for you, and you reap the benefits.

If you’re looking to target a particularly niche demographic, micro-influencers are great brand advocates to look for. Smaller creators are usually more engaged with their fanbase, so people often look to them for more personalised and authentic recommendations. 

4. You can save both time and money and get stunning influencer-generated content from talented creators

We know that developing exciting and engaging content can be hard, especially if you’re a small business or startup that has little space or resources to develop high-quality content. An advantage of influencer-generated content is that when you partner with influencers, this worry is taken off your hands. Since influencers work hard to ensure their feed is full of high-quality visuals, you can rest assured that your partnership content will be aesthetically pleasing too. Plus, partnering with an influencer is often much more affordable than hiring a team of photographers, videographers and editors! 

How brands are using influencer marketing to create stunning content?

A great example of this comes from Virgin Voyages’ campaign with Room Unlocked. We partnered our client with 35 influencers from a range of categories, who generated 1181 beautiful pieces of content that went on to reach 20 million users - and, had a 265:1 ROI! 

5. You can educate new customers about your brand

One of the final benefits of influencer marketing is that by fully briefing your brand ambassador on your product or service, you can empower them to create content that educates their audience about your brand in an inspiring way. Rather than just reading a product description, your target demographic can see the product in action by someone they trust. Ultimately, it’s a visual way of showing potential customers just how amazing your brand is.

Example of the advantages influencer marketing

At Room Unlocked we have no shortage of brands who’ve felt the benefits of influencer marketing. One brand in particular who’s influencer marketing statistics speak for themselves is Charlotte Tilbury. They came to us for authentic and inventive content for their social media channels to help drive significant awareness of their 30% off summer sale. From this they received 381 pieces of content in multiple formats across different platforms from a total of 104 brand loving influencers. Because this content was both creative and authentic, Charlotte Tilbury reached an impressive £1 million users, with over £1.2 million impressions and delivered a great earned media value of over £40k. To see more influencer marketing case studies read here.

Recap: the benefits of influencer marketing

Influencer marketing, when done correctly, can take your brand to the next level - more exposure, more sales and more brand presence in the market you’re in. The key to really benefiting from working with influencers is to collaborate with content creators that are genuinely interested, excited and in the long term, love your brand. Their content will not only be truly authentic, but they’ll naturally put in the time and effort to create something amazing for your brand. It’s important to find the creators that are right for your brand: personality, content style and interests are all important elements to finding your true brand lovers.

Ready to kick off your influencer strategy?

Room Unlocked is a space where brands connect with influencers that genuinely love their products or experiences. As your chosen brand ambassadors, they’ll create inspiring content that drives trust, awareness, ROI and EMV. It’s a win-win for everyone! Find out how to attract authentic advocates for your brand here.

The benefit of influencers FAQs

Are influencers still effective?

Yes, but only if you choose the right influencer for your brand. Now more than ever we’re seeing a shift in the importance of genuine content. So finding real advocates for your brand is crucial in order for campaigns to be effective. To learn more about how Room Unlocked can help you with this, see here. 

Do influencers have a positive impact? 

Increasingly eyes are on influencers to be conscious of the impact they are having on the world, be that due to sustainability or setting beauty standards. Aligning your brand to someone who is aware of these matters will benefit your brand in the long run.

How to transform consumers into ‘brand lovers’ this Valentine’s Day

Over the years, Valentine’s Day has grown into something bigger and bigger. It’s no longer just a celebration for couples - consumers have started involving their families, friends and even their pets. With 40 Million Brits celebrating this occasion, it’s a huge opportunity for brands to tap into the excitement of the ‘day of love’, and pull in their consumers with exclusive products, experiences and offers. Thinking about what your brand could do for this special day? We’re here to give you all the support and inspo you’ll need!

This is also a great time to bring your customers fresh, exciting love-inspired content on socials and your website. And you’ll need it! Plenty of brands (in every space) get involved and create astonishing content for their V Day campaign, and it truly becomes competitive. In 2022, Brits spent approximately a whopping £1.37 billion on Valentine's day and it is predicted that more are set to celebrate the special day this year. 

 With Generation Z and millennials being the highest users on social media, using creators to share your message across their channels is a no-brainer. TikTok is Gen Z’s playground, with nearly half the percentage of users making up this demographic. TikTok can be an invaluable tool for e-commerce as studies have shown that 68% of users say that TikTok inspired unplanned purchases around Valentine's Day. So it’s pretty clear that brands need to utilise this space if they want to grab the attention of a younger audience.

LOVE as a strategy

With Valentine’s Day being one of the most celebrated holidays globally, it’s no doubt that it should be part of every brand’s marketing strategy. But it’s important first to understand how to genuinely resonate with your audience, and ensure that your campaign is not only exciting but relatable and loveable too. So let’s look at brand love. This is love for the brands that you take an interest in, the ones you identify with and the ones you want to know more about. So what does it mean to transform consumers into your own brand lovers? Well, brand love can come in many forms; referrals to friends and family, sharing content across social channels, press-worthy testimonials, positive online reviews and customer retention and loyalty. Brand love isn’t just a list of features, it’s an emotional connection that leads to brand loyalty and keeps consumers coming back and spreading the word. This is why it’s important to close the consumer gap trust, leaving your customers feeling connected to, and trusted by your brand. The power of brand love can be endless, so getting it right is critical. 

People love a good love story, so getting the ones that love your brand to share their stories is an automatic win. The authentic connections advocates have with their following, make them the best storytellers to showcase a brand's offering. Giving them the power to share their love story incorporating your brand product or service is an effective way to build brand awareness and sales. With more people seeing past paid sponsored posts, and a need for more authentic and real content, brands need to be more aware of who and how they work with people of influence. Instead of paying someone to talk about your brand, why not find the ones that actually love your brand and want to shout it from the rooftop. These people are more likely to create real and authentic content that consumers are going to relate to and engage with.

When customers are making a purchasing decision, they are looking for brands that they can build a loyal relationship with and continue to keep purchasing with. They want something deeper than that, they want brands that act in a personal way. Customers are looking for companies and brands to love.  So why shouldn’t brands do the same?

How to utile brand love to generate success 

In order to create real impact and a genuine connection with the right audiences, brands need to find and uncover influencers who authentically love them. Using the right creators who love and champion your brand, will show through the content created and, it’ll definitely set you apart from your competitors. By giving brands back the power to be themselves, and allowing influential people to be themselves, creates authentic and genuine partnerships. Authenticity creates love, which unlocks opportunity and diversity for brands. 

At Room Unlocked, we have helped multiple brands connect with high-performing creators who genuinely love their brand and products. They have now seen the true value of advocates and just how powerful brand lovers can be when trying to amplify their campaigns. Brands are now seeing the extensive benefits that not only come in the form of reach and engagement but through a greater volume of content and higher earned-media-value and return-on-investment. 

Building your brand love campaign 

 

Create a valentines day themed experience

Valentine’s Day is also about offering experiences. Whether it’s a fancy dinner out or a cozy night in, your brand can take center stage. Invite influencers day for a valentines day special, whether its for you and your partner or a “galentine’s day” night out. Cater to all needs to get maximum engagement. 

Launch products with LOVE

Take advantage if you can and adapt the products you have to fit this romantic season. If that can’t be done, why not consider turning your most-loved products into a limited edition valentines day gift special.  

Personalise it

Ditch the generic gifts and get personal this year! Personalisation is a great way for brands to stand out and reach people's hearts. Gen Z particularly love personalised products, so why not tap into this generation and personalise your gifts this Valentine’s Day to win them over. 

Collaborate with the most loved-up couples

With the inevitable social media posts dedicated to everyone’s other half, this creates an excellent marketing opportunity for your brand. Collaborate with everyone’s favourite influencer couples that can incorporate your products in a topical and emotional way to help boost your campaign. 

Examples of Valentine's Day campaigns

 

Valentines Day for all, at Ballie Ballerson

Ballie Ballerson invited influencers to celebrate the big 'L' in honour of Valentine’s Day. Whether they were living their best single life, boo'd up, entangled or just going with the flow, they enjoyed a fun night out. The content created captured the in-venue branding and seasonal decor which generated significant reach and high engagements. 

 

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A post shared by Anna | London Travel Blogger (@nospaceinmypassport)

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Temple Spa x Valentine's Day

Temple Spa offered influencers the perfect Valentine’s Day gift set to get them in the mood and ready for the special day. Influencers created a variety of content, including product reviews, gift guides, and romantic-themed photos and videos, which they shared on their social media platforms. 

 

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Valentines Day with Malteser Truffle

To highlight that Maltesers Truffles make the perfect gift at Valentine’s Day, influencers were sent a hamper full of Malteser goodies. The campaign did exceptionally well as influencers went above and beyond. Many influencers didn’t just showcase gifting the products to loved ones, they created delicious and tasty treats incorporating their products. And the results we mouth-watering!

 

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Image credit: @justlikejess

Now that you’ve got excellent tips on how to market your brand this Valentine’s Day it's time to take action. Our team at Room Unlocked can help you start making connections with the ones that love your brand as much as you do to help you generate fast exponential ROI growth. Get in touch today to find out more. 

Top five social media and influencer trends for 2023

Are you preparing your social media strategy and need some pointers on the key trends to follow in 2023? You’re in the right place! With 57.6 million (yes, million!) active social media users in the UK, it’s harder than ever to stand out from the crowd. That’s why our social media experts have revealed their predictions for what sort of content will be performing best on our feeds. From exciting video-based content to empathy-driven posts, there’s more for you to find out! Whether you’re a brand or an influencer, read this guide and get a head start on all things social this year! 

1. Video-based content will be everywhere

Get comfortable with video, it’s here to stay! Short-video clips will continue to dominate the social media landscape in 2023 with platforms such as TikTok continuing to grow in popularity. Did you know they reached 9.2 million users this year in the UK? One of the reasons this platform can to attract so many content creators is the fact that they offer high levels of organic exposure.  

Top tip: TikTok revealed that two in five users believe 'lifting their spirits' is key in motivating them to purchase a product a content creator has shared, so don’t be afraid to spread those positive vibes! Read more TikTok specific tips here.

2. Followers want sensitivity from their favourite creators  

Three in five consumers in the UK told us that seeing luxury lifestyles on social media is infuriating during the cost-of-living crisis. With two-thirds of UK consumers planning to cut non-essentials this year, it’s a good idea to tailor the content you post to ensure it’s well-timed in the current climate. There’s no need to completely alter your content, just be aware of who follows you and be consistent with what you post.   

Top tip: Focus on building empathetic content whilst focusing on your personal brand. For example, you could share some personal anecdotes or chat to your community to encourage honest discussions. This also shows your community that any partnerships you do are authentic and genuine.

3. Micro-influencers are going to thrive 

If you’re a micro-influencer, get ready – it’s your time to shine! Smaller creators are more engaged and connected with their followers which often means their fanbase see them like friends. If we compare that with macro-influencers who may not have the time to follow up with the thousands of messages they receive, you can see why users are super engaged with those who have less of a following. Plus, brands that micro-influencers work with are usually more related to them and their niche, and they might genuinely use their product or service, whereas larger content creators may promote any product or service just for the money.  

Top tip: If you’re a content creator, get rewarded for sharing the brands you truly love by joining our influencer network here.

4.  The big players remain most relevant, for now

If you’re a brand, it's likely that ad spend on platforms such as Instagram and TikTok will take a key share of your marketing budget. More creators and business owners are expected to increase their ad spend to get more visibility as organic reach decreases. That means now is a good time to start experimenting and testing ads while the prices are still low as they’re expected to rise in 2023.

Top tip: In order for paid ads to be successful, they must target the correct audience. Dedicate time to understanding your followers so that any paid content is tailored perfectly to their interests and needs.

5. Authenticity beats quantity every time

Last but not least, authenticity is key to growing your audience in 2023, particularly if you’re targeting Gen Z. Young people have a strong focus on quality and authenticity online, with our trusty data unveiling that close to half of young adults say they cannot relate to or identify with any influencers. It’s no surprise that TikTok is Gen Z’s favourite social media app, thanks to its personalised experience and inspirational content. Plus, look at how popular BeReal became last year. This app prompts users to post just one photo a day to reveal exactly what they’re up to in that moment, without any filters or editing.

Top tip: To grow a genuine fanbase this year, post authentic and unfiltered content that is true to your own interests and beliefs.

A final note from our social media experts

If social media is a big part of your marketing strategy this year, take note of what’s worked for you so far and merge it with the five trends we’ve looked at today. Look at the networks your followers are most active on and take stock of their key interests. Rather than trying to jump on every single trending TikTok song or popular hashtag, pick those that fit your niche and remember there is nothing wrong with staying authentic - it’s exactly what will make you stand out on social media. After all, your followers will thank you for it! Ready to join our influencer network platform to work with brands that you love? Follow this link to apply.

Finding financial stability as an influencer during a cost-of-living crisis

Why is it such a difficult time to be an influencer?

Influencing has become a desirable career option for 1.3 million young Brits; the industry was predicted to be worth £13.4bn by the end of 2022. Yet amid the UK’s ever-worsening economic conditions and an impending recession, brands have begun to cancel campaigns and today, a staggering 30% of content creators have seen a reduction in income. 

There is no magic solution to finding financial stability during the worst economic crisis in our lifetime, but here are a few ways to help you keep a steady income online during such difficult times.

How to keep a steady income during a cost-of-living crisis

 

Be sensitive to your audience

As our research shows, 60% of consumers in the UK say they find influencers who flaunt their wares on social media infuriating amidst the cost-of-living crisis, meaning influencers across the board are facing backlash due to out-of-touch content. So, it’s very important to be conscious of the current economic crisis when posting online. As a content creator, you may have had access to an array of luxury gifts and collaborations this past festive season, but with data revealing that 40% of Brits couldn't afford Christmas presents last year, influencers have a responsibility to tailor the content they post and ensure their content is well-timed in the current climate. 

This does not mean you must completely alter your content, but to be aware of who follows you and ensure that you are consistent with what you post - whether this be budget-friendly hauls or luxury gift guides. 

Cater to all budgets

Try to cater your content to all budgets and audiences when you are promoting products. Hailey Bieber for instance recently shared her Christmas Gift Guide on her Instagram stories. From a YSL bag and boots, to £15 beauty products, it's safe to say she covered all bases. 

Don’t fall for one-off collabs

When money is tight, you might be tempted to promote products in one-off collaborations. Modern-day consumers are savvy enough to know when their favourite influencer or celebrity is probably pocketing from mentioning a product on their social media and wouldn’t use it themselves. In our research, 43% of Brits said they trusted influencers who aren’t getting paid to plug products more than those who are. So, a better way to make your money’s worth and earn the trust of your followers is through long-term partnerships with brands you genuinely love.

Get your priorities straight for 2023

With the start of the new year, it’s the perfect time to reflect on whether you are partnering up with the right brands or if you should seek out collaborations that align more with your values and beliefs. Research, test and trial products. Then ask yourself, would you pay for this? 

To give you a helping hand, our platform here at Room Unlocked helps you find the brands you are truly passionate about. You’ll have the opportunity to work with huge brands including Virgin Voyages, Charlotte Tilbury, Size?, HelloFresh, and more. Whether it’s a week long all-paid cruise ship or a complimentary cocktail night, you have the chance to take your pick!

Interested? Apply here.

Five Inspirational Influencer Marketing Campaigns from Fashion Brands

Open a social platform on your phone and you’ll be greeted by profile after profile of influencers.

This sharp shift in celebrity has paved the way for new marketing opportunities in the fashion industry and beyond. So what is this new phenomenon that we’re talking about? It’s influencer marketing.

But what is influencer marketing exactly, and why does it work so well?

What is influencer marketing?

Influencer marketing is all about using influential figures and getting them to endorse your products. This could be anything from sponsored and gifted posts to social platform takeovers, and adverts on YouTube videos.

Influencer marketing works on the psychological premise that people tend to imitate the people they look up to. And as the very name “influencer” implies, these famous faces have a lot of power over what’s trendy and what’s not.

Types of influencers – Macro versus Micro

When talking about influencers, it’s important to understand who this is referring to. In the influencer world, there are two main types: macro and micro creators.

Macro influencers are your run-of-the-mill mainstream famous people. This includes actors, musicians, athletes, presenters and influencers who have made a name for themselves…anyone you would expect to see in mainstream media. These influencers are primarily known through their work with social media being a secondary venture. With the demands of social media on modern-day Hollywood, most macro influencers have a personal connection to fans through social media which allows them to continue marketing to their audience.

Micro-influencers are known individuals that have made their name through one or more social media platforms including YouTube, Instagram, and TikTok. These influencers come from a variety of backgrounds, with some becoming famous for their personalities, while others gaining fame from reality TV shows or, showcasing their talents online.

Ultimately, both types of influencers play a crucial role in helping brands reach a new audience.

Three benefits of using influencers in marketing campaigns

 

Brand recognition

Influencers in themselves are essentially a recognisable brand. Each person has their own aesthetic, personality, and audience. As such, when fashion companies team up with influencers, both brands become intertwined, and conversations will start including both of them.

Specifically, fans and followers of top influencers will relate your brand with that person, leading to more eyes on your products and services.

Build brand trust quickly

Influencers have a big following for a reason. Fans trust them, and they trust their opinions. Therefore, when an influencer advocates for a brand, their followers will automatically associate the brand as being trustworthy. This is especially true when the brand’s and influencer’s focus strongly aligns.

You can see this often with YouTubers and technology sponsors. YouTubers will often partner with VPN providers like ExpressVPN or SurfShark, or website providers like Squarespace or Wix. Because YouTubers are seen as trustworthy experts in the tech field, the trust of their fans is “loaned” to these companies.

Diversify your content creation

Companies can only do so much with their in-house marketing team. While many brands are doing a great job creating in-house marketing content for their Instagram and TikTok accounts, there are limits as to how much you can do.

By collaborating with influencers across many platforms, they can lend you their expertise in content creation to help elevate your vision and bring authenticity to your content. 

Not to mention the more platforms and audiences you can reach through your influence marketers, the bigger the audience you’ll have and the more chance there is of your brand expanding their demographic and increasing revenue.

Five influencer marketing campaigns from fashion brands

 

1. ASOS

ASOS were one of the pioneers when it came to exclusively online fashion retail. Their expansive collection of clothes at all price ranges has amassed a huge following, with social media influencers regularly doing “try-on hauls” to show their followers the latest trends from the fashion giant.

However, there is an extra special influencer marketing tool that ASOS uses which sets them apart. And that is ASOS Insiders.

These influencers are ASOS’s very own trendsetters that post across multiple social media platforms using their accounts to promote their personal style using ASOS apparel.

The genius behind ASOS insiders is that it allows the company to create multiple leads based on different target audiences and fashion tastes, each with their own entry point (links in bio, sponsored link, etc) that can be tracked and used for further market research.

This also allows ASOS to create a tight-knit community of influencers with a clear message to persuade their audience to buy from the fashion giant.

2. Nike

Nike uses a mixture of micro and macro influencers to help bolster their image. The message is simple yet powerful – we’re all different but sport is something impactful that can unite us all.

As such, Nike uses athletes at all levels to help drive this message and get people interested in buying their products.

One of the most prolific Nike influencer campaigns to date in the UK was the “Nothing beats a Londoner” advert featuring influential people including Skepta, Dina Asher-Smith, Big Shaq, and Jorja Smith.

The reason Nike’s influencer marketing campaigns are so successful is because they make you feel seen. They give a real sense of purpose and motivation. They make the viewer believe that it doesn’t matter where they start, it matters that they put in the effort and if they persevere, they can succeed.

It’s an inspirational story that pulls at the heartstrings and gets people to listen.

And from a marketing perspective, the virality and share ability of their adverts mean their name stays prolific.

3. Prada

Prada isn’t typically the type of fashion brand you’d associate with influencer marketing. But in 2018, they did something so outside the box, it caught the attention of the entire world.

You may or may not have heard of an influencer called Lil Miquela. Lil Miquela (or Miquela Sousa) is a 19-year-old Brazilian American model/influencer/singer with over 3.1 million followers. But there’s something extra special about this teen influencer. She’s a completely fictional CGI character!

That’s right, this realistic-looking model has amassed real-life fame despite being made up, and in 2018, Prada hired her to create buzz around their fall collection.

With the Metaverse and web 3.0 knocking on the door, stories like that of Prada and Lil Miquela will likely become more normal in the coming years.

4. eBay

Another great example of influencer marketing campaigns from fashion brands comes from a pre-loved fashion brand, eBay. They teamed up with the reality TV show, Love Island - which as a brand has a huge social media presence around the world. This campaign was to promote sustainability and pre-loved fashion through their messaging and outreach.

Due to their younger following online, many believe that the alliance of these two big-name brands will have a positive impact on sustainability in a radical way. And while consumers weren’t able to place orders for specific pieces worn by the contestants on the show, the overall trend made a huge impact. 

5. Foot Asylum

YouTubers are the modern-day celebrities of the entertainment world. Defying the rules of Hollywood nepotism, most big YouTuber creators have created a platform for themselves, on their own terms, that reflects their values and brings along with it a large following.

So using YouTubers in influencer marketing campaigns makes complete sense for brands trying to create engaging content for their followers.

Foot Asylum paired up with YouTube’s “Beta Squad” which features beloved personalities such as Chunkz, Yung Filly, and Harry Pinero to help create engaging content and boost brand recognition.

Some of their most notorious content includes online shows such as “Does the shoe fit?’, “ChefAsylum,” and “Locked in.”

Many prolific YouTubers including KSI and Deji are part of an additional rotating cast that help this influencer marketing campaign dominate the athleisure market.

Key Takeaways

People aren’t as bothered about traditional celebrities anymore. They want to see people they can relate to and aspire to become marketing their products and services. 

That’s why influencer marketing is the present and future of fashion advertisement. Customers want to feel part of the club, not excluded. When you master the art of using influencers to include your target audience in the conversation, you’ll see your brand start to rise above the noise.

If you want help attracting and managing authentic influencers to promote your fashion brand, book a demo of Room Unlocked today.

Do they know it’s Christmas time? How to make your festive content ‘Pop!’

The festive season is the perfect time to experiment and capitalise on your creativity. With Christmas fast approaching, we are here to share some tips that will allow you to produce more fun and engaging content. 

Festive Content Ideas 

The kind of content you create can make or break your relationship with your followers. Engage your audience with interactive reels and stills that will inspire gift ideas and heighten their festive spirit. The key is to be authentic; finding innovative ways to personally connect with your followers will build trust and maintain your audience. Need some inspiration to get your creative juices flowing? We have got your back.

1. Share personal traditions

Vlog your experience of visiting your favourite Christmas market or a Secret Santa reveal. Inspire your followers to take on new traditions of their own that will make the holiday season special for them.

Christmas tree lights

Tour the best Christmas Lights across the UK

 

2. Create festive-themed cocktails

Kick-start Christmas party fever with your signature festive cocktails! A few staff picks: Classic Mimosa, Gingerbread Martini and the Candy Cane Cocktail. 

Christmas punch

Put your own spin on a Christmas Punch 

 

3. Host a live holiday quiz 

Which Country began the tradition of putting up a Christmas tree? Put your followers' Christmas knowledge to the test this year. 

Christmas food Have some Festive snacks in tow during your Quiz

 

4. Start a ‘12 days of Christmas’ countdown

Last year Laithwaites launched their Wine Advent Calendar and partnered with our influencers to do a giveaway to one of their followers. 

Laithwaites advent calender

Open this year's must-have Advent Calendar in style. Image by @Michelle_elia_brown 

The technical stuff - the dos and don’ts    

When capturing your content:

 

Have fun! (with the brands you love)

Use the holiday season to market yourself to the brands that embody your values.

Brand love is essential for sustaining long-term brand partnerships and boosting audience loyalty. Here at Room Unlocked, we believe that the exchange of love and passion with a brand is revolutionary in connecting your audience to the perfect gifts and helping both parties grow.