Zero Likes & Micro-Influencers
Where digital meets travel + lifestyle … A collection of can’t-miss news from this week, including summer travel trends. Sign up to get the TURNER Weekly Download in your inbox every Friday.
Social media is a minefield for brands. It all comes down to what you post – and what you don’t post. Social Media Today has a handy roundup of the nine types of content you need to stop posting. The number one worst kind of posts? Overly promotional content. “Instead of using your social platforms to broadcast, try to use them to join conversations that are already happening,” writes Aaron Agius. “Listen to what your audience is already discussing, read what influencers are writing – then pitch your content to respond to these cues.” Promote … by not promoting!
Have you ever posted a sweet pic on Instagram … and gotten zero likes? It’s painful. But Kahlua is leaning into the phenomenon. The liquor brand’s new Zero Likes campaign will include an exhibition of images posted to Instagram from around the world that – you guessed it – received exactly zero likes. “Our brand has always been very unserious, kind of quirky and fun,” Troy Gorczyca, Kahlúa brand director, told AdWeek. “Life had gotten so serious with politics, social media and trying to get that perfect photograph. It gave us a good opportunity.”
Influencers who get zero likes are not good at their jobs. But size isn’t everything. Business World has the inside info on micro-influencers. They’re defined as “people who have a high degree of engagement with their audience, though the follower base is less.” They generally have about 10,000 to 100,000 followers. Why should brands be partnering with these micro-influencers? “They give brands an opportunity to tap into an existing community in a niche,” writes Yan Han. “This audience is already highly engaged with the influencer, giving credibility to any message that is shared through this channel.”
Twitter is changing things up! According to a blog post, the site “has an updated look and feel that is more consistent with the Twitter you see on other devices, making it easier to access some of your favorite features, and with more options to make it your own.” The Explore feature is going to be highlighted. Expect more live video and local moments that will be personalized for wherever you are in the world.