Tag Archives: Nordstrom

Influencer R&D: The New Landscape of Brand Partnerships

Written by: Jordan Lee
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As the landscape of bloggers and social influencers changes, so do the partnerships that drive their content. As bloggers, YouTube stars, and Instagrammers become more popular, the campaigns become more robust. Product seeding is almost an expectation and not innovation in this landscape.

Bloggers partnering with retailers is nothing new. However, over the past few years, brands have been looking for ways influencers can shape their consumers’ experiences offline and bring innovation to influencer marketing. Target was one of the first brands to collaborate with these influential social stars and create product consumers can actually buy. Baublebar is another brand consistently partnering with bloggers to create products. Some mainstay products, like the Courtney Bib Necklace named for Courtney Kerr, owe their moniker to bloggers – a place in fashion typically reserved for models and actresses.

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Image via Target

The recent announcement of blogger Emily Schuman of Cupcakes and Cashmere partnering with Nordstrom to create a product line should come as no surprise. Undoubtedly, it’s a smart move for retailers. They are leveraging online popularity in a way that directly impacts sales in addition to any brand affinity generated by social media.

According to a study by Imperial, expert content by influencers lifted purchase intent over brand content by 38 percent, and 83 percent over user reviews. Influencers are critical to the purchase journey for consumers, so the extension of this is naturally influencer-created products.

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Image via Nordstrom

This collaboration correlates to the new normal for bloggers and social influencers. Those with larger star power are looking for more meaningful partnerships – for them this is a career path.

This new normal isn’t just product creation, either. YouTube stars are getting their own shows and some, like Flula Borg who recently appeared in Pitch Perfect 2, are landing movie roles. Others like Zoe Sugg are writing popular books.

Influencers are already becoming more selective about brand partnerships. Just having enough budget for fees is no longer going to land you a deal. Brands with thoughtful, meaningful integrations are going to win in the future of this landscape.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Pinterest this week launched its first global business tool in 31 languages that analyzes pinning behavior in profiles and boards. The platform will allow users to search and find specific metrics on profiles, common interests, impressions, highest-performing pins generating social actions, and more. The company’s analytics team worked with “sets” of translators to support local users worldwide.

 

Instagram has launched a new mobile video app featuring tools like tracking shots and time-lapse shooting. The new Hyperlapse app features stabilization technology for creating smooth time-lapse videos, even while in motion.

 

Amazon is taking direct aim at YouTube as the e-commerce giant acquires video-streaming service Twitch for $970 million in cash. YouTube had reportedly been in talks to buy Twitch, whose ad-supported service lets people stream live video of their video game play.

 

Advertisers can now target their Facebook ads based on how strong someone’s phone signal is when they visit the social network. That means advertisers can limit data-heavy ads like video to people with 4G connections and run light-bandwidth text ads for those on 2G connections.  In other Facebook ad news – the company recently expanded event ads to mobile and desktop newsfeed.

 

Twitter recently rolled out an updated analytics dashboard to marketers and verified users. It is now making these same analytics available to all users.  The dashboard lets users see how many impressions each tweet has received, the number of favorites, how many times users have clicked on their profiles, and the number of retweet and @replies.  In other Twitter news, the company has launched a training program for agencies called Flight School, which aims to familiarize marketers and advertisers with the service and help them keep abreast of new features.

 

Global Social Media

Nearly 86%  of Australian mobile customers plan to engage in mobile commerce in the next 12 months, an increase of 11%  over 2013. The rapid growth in smartphone adoption in Australia is creating a new wave of consumer behavior that is changing the mobile landscape. The average Australian mobile user consumes 6.7 hours of media per day, with mobile almost surpassing television in terms of time spent.  Around 55% of mobile web customers now use mobile as either their primary or exclusive means of going online, an increase from 40% in 2013.  Also noteworthy – around 55% of mobile users in Australia are now as comfortable with mobile advertising as they are with television or online advertising.

Noteworthy Campaigns

Leveraging Instagram “likes” for dollars,  Nordstrom and Target have launched Like2Buy platforms that look like Instagram and act like Instagram, but link photos directly to product pages on the retailer’s site to initiate a purchase. Instagram has 200 million engaged users who share roughly 60 million photos daily. Curalate, the company that built Like2Buy, and other social platforms are trying to comb through this data to present brands with social engagement metrics that can be interpreted into real-life sales leads.