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This year’s Love Island premiere episode had over 5 million viewers, which is even higher than last year’s record-setting debut. It’s the conversation of most offices, schools and bars up and down the country. As well as discussions around their relationship drama, naturally, watching these well-groomed contestants day in day out leads to viewers asking themselves the question: ‘how can I get the look?’ Last year, Missguided was Love Island’s sponsor and reportedly achieved a 40% sales increase during the show’s run.

Now it is I Saw It First’s chance to benefit from this reality TV phenomenon. As Love Island is incredibly popular amongst Gen Z and Millennials, social media goes hand-in-hand with the TV show. I Saw It First was a relatively unknown clothing brand before Love Island began in comparison to fashion giant, Missguided and therefore have had to work harder to make a splash with this audience. Their strategy has integrated e-commerce across TV and social media.

As well as adverts for I Saw It First between each segment of the show, the clothing brand has given each ‘islander’ an allowance before entering the villa to purchase clothing to wear on-screen. This allows the contestants to mix and match the items with their own wardrobes, making the gifted outfits more fluid and natural as opposed to the traditional sponsored Instagram posts.

I saw it first 1- Love Island

This strategy also allows the brand to create a relationship with these rising influencers before they hit stardom and gain millions of Instagram followers in a matter of weeks. When the show ends, they will have formed a connection with the I Saw It First clothing and will be more inclined to work with the brand long-term.

Due to live public opinion scrolling on Twitter and the voting mechanic, Love Island viewers are very likely to watch the show whilst holding their smartphone in the hand. There were over 400,000 tweets mentioning Love Island in the first episode alone. I Saw It First feature the Love Island hashtag in their posts to take advantage of this reach.

They have also created the hashtag #ISawIsland which users can use to search all of the outfit posts from the brand and easily find that bikini or dress they have been eyeing up on their TV screen. The brand’s social posts consist of screenshots of the contestants wearing the clothing on their social channels, these images are candid, once again reinforcing this seamless product placement.

I Saw It First has also integrated their product placement into the official Love Island app. When they wish to vote for who they want to save from being dumped from the island they are served with adverts that have direct links to the items featured. This helps to build an association of the two brands, Love Island and I Saw It First come hand-in-hand.

We have all heard the theory that consumers need to see an item around 3 times before purchasing and these methods across different platforms make the clothes appear prominent in a user’s mind.

I saw it first - Love Island 2

This multi-platform, integrated approach to e-commerce is gaining momentum with reality shows, as clothing brand Quiz teamed up with the Only Way Is Essex cast and Never Fully Dressed became Made In Chelsea’s official fashion partner. These shows are influential amongst Gen Z and Millennials, two of the biggest generations in history, who are fashion conscious and very active on social media. The partnerships tap into an audience that multi-task on their phones whilst enjoying these shows.

It also makes purchasing seamless, as the links on social media and in the apps are direct to the products. It is certainly a trend that will continue to grow as reality TV continues to dominate our TV screens and feeds.

Here at PHA, we have set up an array of influencer partnerships for our clients, ensuring that their brand values crossover with that of the influencer, eradicating any doubts of authenticity or trust. Feel free to contact us to discuss how you can start taking advantage of influencers today.

Love Island delivering the goods for I Saw It First

In the past 10 years or so, social media platforms have lacked something we all crave – a chronological feed. This was tested recently by Twitter adding posts liked by friends. Similarly, Instagram’s latest feed change to horizontal scrolling saw arguably the biggest outcry to date. The feature was tested for several months, but users did not take to it well even though we spend more time on horizontal Instagram Stories than our own feeds.

https://twitter.com/JeffreeStar/status/1088155092002336768

Of course, a lot of social is in the moment, and reactive! We could not have appreciated the random and hilarious reimagining’s of the Instagram Egg if the campaign wasn’t executed as the conversation was happening. This also stops our need for traditional news outlets – why do we need a glossy magazine when brands can update us about Gemma Collins latest drama so much better? Our lives are time sensitive and we like to see moments as and when they happen.

Yet, so much on social is timeless. Many posts focus on wider themes and are not strictly time-sensitive. Are you aware of what tweets you engage with, and which you scroll by? Regardless of what you may think you want to engage with, feeds react individually to you – how often you use the platform, how many people you follow etc. 59% of users have even admitted to sharing articles they haven’t read. The content you engage with isn’t necessarily related to, today! Social should always be a mini-escape from our lives but you need to make it work for you. Our tip is every so often slow down and read every single post in your feed. One of two things will happen – you will either discover something new, or you’ll unfollow. Either way, you win – as you’re making the algorithm work for you.

“Our tip is every so often, slow down and read every single post in your feed. One of two things will happen – you will either discover something new, or you’ll unfollow. Either way, you’ll win.”

Social platforms in their short lives have already changed many times. The like button first appeared in 2009 (now that’s a #10YearChallenge), and the new Facebook Marketplace may feel invasive but could revolutionise the way we sell items. These changes certainly aren’t slowing down, and Twitter’s announcement of a beta app for new features promises to bring consumers along for the ride.

Design changes should be fun! Embrace them and discover a whole new world of engagement that’s personal to you.

View this post on Instagram

Omggggggg WHYYYYYY do I have 5 day old posts popping up in my feed?? And where are all my favorite letterers, designers? @instagram get your shit together and give us back the #chronological feed!!! Please. And thank you. _____________________________________ #letterer #handlettering #handlettered #tyxca #typetopia #letteringvideo #brushlettering #letteringco #madebyhand #brushtype #thedailytype #goodtype #letters #instagramfeed #alphabet #alfabet #blackandwhite #illustration #chronologicalorder

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If you need help with your social media as an individual or business, PHA Social can offer bespoke and expert advice.

Social platform changes are for your own good, you just don’t know it yet!  

Yes – the headline is true, at least if your contract says so. Influencers are becoming increasingly valuable to businesses and Luka Sabbat, actor (and Kourtney Kardashian’s casual beau), learnt the hard way that an influencer contract is just the same as any other business contract as he is now being sued for $90,000, in the first high-profile case of its kind.

Sabbat was paid $45,000 by Snapchat’s PR agency (PRC) to promote Snap Spectacles; it was agreed that he would wear the glasses to Fashion Week twice and post three Instagram stories and one post for his 1.4 million followers to see. He also had to submit the posts to the PR agency for sign off and provide analytics of the post within 24 hours of posting. Once this was all completed, he would be given another $15,000 which would accumulate this contract to a value of $60,000.

Luka Sabbat only posted one story and post, furthermore, he failed to ask for approval from the agency or provide any analytics. This, of course, is a breach of contract and now the PR agency is asking for the fee they paid upfront, as well as $45,000 in damages.

PHA Social’s Senior Social Media Director, Hayley Coleby, highlighted the case as one to watch;

“It will be interesting to see if this case results in any changes to the usual protocol. Some publications have named the case as trivial, but when a business has sacrificed thousands of dollars, entered into a service level agreement and experienced a loss of expected sales, it is serious. It should make agencies more cautious when paying influencers upfront, but we will wait and see.”

This case has highlighted the importance of managing every interaction with influencers and choosing the right person is vital. Here at PHA we research and source the right influencer for your business and draw up a clear, concise contract that each party is happy with. If you need assistance managing your influencer strategy or would like to introduce an influencer to your business but you are unsure who or how, we are here to help.

Here at PHA, we have set up an array of influencer partnerships for our clients, ensuring that their brand values crossover with that of the influencer, eradicating any doubts of authenticity or trust. Feel free to contact us to discuss how you can start taking advantage of influencers today.

You can now be sued for not wearing sunglasses

Kim Kardashian has been named the most dangerous celebrity on the internet according to McAfee, the cyber-security company, because when searching for the unofficial-queen-of-Instagram’s name, you are most at risk of accessing computer viruses.

Top 5 Most Virus-Filled Celebrities in the UK:

  1. Kim Kardashian
  2. Naomi Campbell
  3. Kourtney Kardashian
  4. Adele
  5. Caroline Flack

Other mentions also went to Kem Cetinay and Ferne McCann; this list may seem random but cybercriminals use popular celebrities to trick consumers into clicking onto malicious sites in order to steal passwords and personal information.

If even the most sophisticated of criminals are interested in influencers, you should be too, but for non-incriminating reasons. Influencers are of course amazing for business and choosing the right one for your business is vital.

MarketingLand reported in 2017 that only 52% of global respondents trust businesses, which is why businesses need influencers to be the human-billboard but don’t be fooled into thinking that anyone with a large following on social media will do.

You are sure to have noticed that reality stars are gaining massive success, with the term celebrity expanding to refer to anyone who has appeared on our screens. Naturally, these stars use their platform to earn money from the most random collaborations, but consumers are much savvier than before. Love Island contestants advertising teeth whitening just doesn’t cut it anymore; people are craving authenticity which means your influencer needs to reflect your brand and generate content that is in-tune with your business ethos and relatable to your target customer.

Funds may be a concern for some smaller businesses when it comes to approaching an influencer, but they are an investment. Influencers do not need to have millions of followers to tune into a large audience either; micro-influencers can be just as useful. Medium have even reported that micro-influencers are 60% more effective than influencers with millions of followers because they are more relatable and give that authenticity and credibility that consumers are desperate for.

Here at PHA, we have set up an array of influencer partnerships for our clients, ensuring that their brand values crossover with that of the influencer, eradicating any doubts of authenticity or trust. Feel free to contact us to discuss how you can start taking advantage of influencers today.

Kim Kardashian: The world’s most deadly influencer?

With over 1.6 BILLION views on Youtube and 88,000 #babysharkchallenge mentions on Instagram, if you haven’t heard of the Baby Shark song, where have you been? When educational Youtube Channel, Pinkfong, uploaded this simple and catchy children’s song about a family of sharks, it is unlikely they knew it would become such a viral phenomenon.

Image credit: PinkFong

The repetitive ‘do do do do’ lyrics were annoying parents across the globe and as the famous saying goes, if you can’t beat them, join them. Adults were forced to join in on the fun; luckily the dance moves are very simple to follow, so even dads can join in on the ‘Baby Shark Challenge’.

Some consumers have even made a hybrid post which combines both the ‘Baby Shark Challenge’ and the ‘In My Feelings Challenge’. The later involves jumping out of a (slowly) moving car and dancing to Drake’s single In My Feelings; to combine the two you may jump out of your car and dance to Baby Shark do do do do do, instead. These two trends appeared at around the same time, which is why they seem to have merged. Music and video make an excellent combination and I think we should all be thankful that social media was not so influential in 2003 when Crazy Frog was released!

You may be asking yourself, ‘why is this so popular?’ but this is not important when it comes to responding to a viral trend. Whether you find this song annoying or endearing, you should be asking ‘how can I be a part of this?’. This trend is a perfect example of what a powerful asset video is on social media. According to Hubspot, 54% of consumers wanted to see more video content from brands and the 2018 Sprout Social Index tells us that 71% of social media users watch videos online to laugh. Knowing that most of these videos are recorded on a mobile phone and made within a few minutes also demonstrates that video content does not need to be expensive, especially not when responding to a micro-trend such as this one.

Originality is always key to make your video stand out amongst the crowd, make sure your brand has their own spin on the concept. Some people have got their cats dancing along, others have even got tattoos dedicated to the trend! If you are not willing to make such a physical commitment or you do not own a cat and you are unsure of how your brand can respond to trends our social media or influencer marketing services could be a great help to you! Contact us today to find out more.

What to do do do about this Baby Shark trend

In today’s digital-driven world, consumers are turning towards one another to ensure the product or service they want to purchase is the right one for them. Engaging with key influencers for a brand is crucial part of their communications strategy. No longer can we afford to think of influencer marketing as a novel strategy, by the year 2020 influencer marketing global spend is set to become a billion-dollar industry.

Parenting and family blogs have become increasingly popular in 2017 with 29% of UK blogs referring to family matters compared to 16% in 2016. At The PHA Group, we looked at the reason parenting bloggers are on the rise and how they can help you drive sales and engagement for your brand.

The fashion or lifestyle blogger who becomes a parent

A lot of new family bloggers were already established in other fields before their parenthood journey began which often helped kickstart their new focus for their account, taking their following on their parenting journey.

Fleur de Force

Fleur de Force, UK based Lifestyle blogger who has an impressive 826K followers is no exception. She recently had a baby girl and even if she’s not calling herself a parent blogger she’s sharing her journey as an influencer. Fleur also collaborates with multiple baby brands sharing her feelings on parenting. An example, she produced a personal piece for My1styears where she gives her honest view on giving birth and how she adjusted to her new life. A refreshing article that shows the struggles of parenthood like other mothers. Fleur de Force has found the right balance between her lifestyle and baby content sharing baby looks as well as her own on Instagram. Keep doing you Fleur!

The one on Maternity Leave

honest mum

Honest Mum’s owner Vicky started her blog while on maternity leave after she was suffering from a traumatic birth and desperately needed to rediscover her voice and identity. Honest Mum is an award-winning blog that discusses a wide range of topics from food & drink, lifestyle or how to become a #mumboss. On starting her blog, Vicky said: “Becoming a professional blogger and vlogger is a stimulating, empowering and rewarding way to work around a family and has frankly, changed my life.” Vicky is a parenting expert and is often seen in the media talking about her family, so her blog is always full of insights that will help new-parents to adapt to their new life.

 A man’s view on pregnancy and parenthood

You the daddy

Giles, a London based blogger, founded You The Daddy; a blog discussing a guy’s perspective on pregnancy, babies and parenthood. Dad’s blogs usually tend to cover a wide variety of subjects, but they aren’t so different from their mommy blog counterparts — there’s ample discussion about the best baby formula, advice for school assignments, a little bit of frustration-venting and more than a few adorable family photos. In his blog, Giles takes a completely different angle and help dads understand what’s going on with their wife during this transition period. From creating a men’s pregnancy calendar to dad’s best jokes, Giles’ blog will make any pregnant parents smile and bond with each other. But You The Daddy is not only about jokes, it also covers some societal issues such as miscarriages or pregnancy mood swings. You The Daddy is a clever blog aim for both mums and dads we’d highly recommend checking out.

The mum with a story:

Finally, some mums decide to start a blog because they need to find answers to a parenting problem!

More than toast

It’s the case for More Than Toast which doesn’t focus on food as much as the name suggests. It has literally nothing to do with toast, as Alice the founder puts it. Alice is a UK single mum of two and besides her posts on yes food, interiors, travel, and beauty, that is what sets her website apart. Alice writes about dating and motherhood as a single mum, how to introduce your kids to your boyfriend and about love in general, she also wrote about her post-natal depression. More than that, you can find advice on work on her blog, as well as motivational posts. This blog is perfect for anyone who is searching for an open book like Alice and wants to learn from her multi-faceted life experience.

If you’re looking to use influencers in your next campaign, speak to a member of our award-winning public relations team today to find out how we can help you hone your communications strategy and increase your engagement with your desired audience.

The top 4 family influencers to watch

In case you hadn’t noticed, it’s Pride month, and it culminates in London this Saturday with the Pride in London Parade. Thousands of LGBTQ+ individuals and allies will congregate to celebrate, laugh, love, be proud of who they are, and how far society has come. Of course, there’s still a huge amount of work to be done, especially in terms of intersectional representation and equality, and society’s treatment and understanding of non-binary and trans individuals.

As with so much online activism today, it is largely led by the ‘millennial’ and ‘Gen Z’ generations, who use social media to tell their story, and spread their message in a way that is engaging and thought-provoking.

There are those who shout from the rooftops, powerfully arguing the importance of LGBTQ+ rights, understanding and pride, and there are those who integrate it seamlessly into their work and content. Together, these have the dual effect of normalising and creating a genuine understanding for people to work from. The teaching begins on social, and spreads out through society. We’ve taken this opportunity to highlight some of the voices online doing brilliant work for the LGBTQ+ community!

  1. @makedaisychains – Hannah Daisy is an artist, illustrator and mental health activist who creates beautiful and colourful content to portray the importance of various ideas and movements. Her work ranges from the topics of ‘boring self-care’, to sexual violence and body positivity.

Happy Pride season. Here are some cats to explain the various flags.

  1. @riyadhk – Riyadh Khalaf is a delightfully frank and funny blogger, writer and documentary filmmaker. Host of BBC1 Podcast ‘Unexpected Fluids’, he’s definitely one to follow for an honest discussion and an interesting take on how LGBTQ+ activism fits into daily life.

Feeling grateful in the Cannes sun! Getting to travel with my work while spreading understanding about the people I care about most is a blessing. Today I spoke on the #GoogleBeach stage about the key LGBTQ+ moments that have shaped the year. We discussed how brands and marketing teams around the world can support the queer community in an ongoing, constructive way. Now to party with pals as the sun sets

  1. @travisalabanza – Travis is a London based performer, writer and artist. Their unique style and expression has made them a leading voice in the London scene, embracing everything that is so often forgotten or pushed to one side in the fight for LGBTQ+ rights. They speak fluently and openly on the importance of remembering those ‘weirdos’ and individuals who represent the fluidity and diversity of pride. They’re also really well dressed.

Here at instagram HQ with @cosmopolitanuk ready to go live at 7pm (UK TIME) with @lottielamour . Talking fashion, pride month and all things queer. Go to the @cosmopolitanuk page in 30 mins and tune in! Comment what you think.

  1. @lezbackpack – Mel and Con are a couple based in Austin, Texas. They go to cool places, take beautiful pictures, tell their love story and weave in important messages along the way.

There are thousands of brilliant people out there, doing incredible work both off and online. We’d love to be able to celebrate each and every single one, but I think we’d run out of room…luckily that’s what Pride is for!

Online Activism: LGBTQ+ Influencers

Between them they have performed crazy football tricks all over the world and have worked with some of the biggest brands from around the globe. As the world temporarily comes to a standstill with every newspaper, tweet and news bulletin focusing on the World Cup in Russia, in honour of the tricks, flicks and great goals we’ve seen so far, it’s time to take a step back and celebrate some of the world’s best football freestylers.

The F2

YouTube – 7.7 million subscribers

Facebook – 3.2million likes

Instagram – 5million followers

Twitter – 350k followers

They call themselves ‘Global Social Influencers’ and with 7.7million subscribers on their YouTube channel with their videos regularly attracting over 1 million views, it’s clear they are doing something right.

Billy was the first football freestyler to be signed by a professional club (Tottenham Hotspur) and his highlights include performing at the World Cup Final in 2006. Jeremy meanwhile was first thrust into the spotlight after appearing on Britain’s Got Talent.

After performing at the 2010 FIFA Ballon d’Or ceremony, the pair decided to join forces together as a double act known as the F2Freestylers. With big sponsorship deals with the likes of Adidas, Konami and Beko, the F2 Freestylers are on a journey to discover the best “tekkers” the world has to offer. F2 Finding Football is a YouTube travel series that features impressive freestyle soccer stunts performed in various nations across the globe.

DC Freestyle

YouTube – 461k subscribers

Facebook – 56,000 likes

Instagram – 554k followers

Twitter – 18k followers

Daniel Cutting has been working as a full-time Football Freestyler for the last 10 years, since graduating from University. His skills have taken him to over 20 countries and allowed him to work alongside some of the world’s biggest brands including Coca-Cola, Adidas, Pepsi, UEFA, Puma and BMW. He holds five world records including the most consecutive face rolls (controlling the ball and rolling it from temple to temple) of which Daniel did a staggering 1,810, smashing the previous record by over three times the amount!

Woody and Kleiny

YouTube – 165k subscribers

Facebook – 1.1 million likes

Instagram – 1.6 million followers

Twitter – 3.6k followers

Woody & Kleiny are two life-long friends with a passion for creating entertaining video content for a millennial audience. The pair started out as football freestylers entering a Nike freestyle competition where they beat 2,000 other acts to make it to the semi-finals. After collaborating with mobile phone company Orange, performing in front of 90,000 fans at Wembley, the success of the pair has continued to snowball. The pair have performed across the world for all sorts of events and brands including the likes of Nike, Adidas, Powerade, Tesco, Phones 4u Mc Donald’s and Coca-Cola.

They have since found a niche market, where they create social experiments, stereotype videos, sketches, pranks, all while developing an engaged community of fans. Now successful YouTube presenters their videos attract over one million views.

Andrew Henderson

YouTube – 126k subscribers

Facebook – 134k likes

Instagram – 476k followers

Twitter – 13.8k followers

After recovering from a horrific leg break which threatened to curtail his dream, Andrew is a five-time world football freestyle champion and the UK Freestyle football champion for eight years running. Some of his highlights include collaborations with Neymar, Barcelona, Cristiano Ronaldo and Usain Bolt.

Liv Cooke

YouTube- 3.3k subscribers

Facebook- 127k likes

Instagram- 160k followers

Twitter- 68k followers

When she burst onto the scene Liv Cooke became the UK’s first professional female football freestyler. She started building her social media platform while she was at school, filming clips of freestyles and uploading it, slowly but surely, she grew an impressive fan base and had the support she needed to pursue her passion.  She is now reigning Freestyle Football World Champion. She recently got invited to perform in Qatar’s national sports day in which she was the main entertainment act for the day. Moreover, she starred in the Chanel 4 Women’s Euro 2017 TV ad in which she showcased her impressive skills.

The growing popularity of football freestylers has been driven by the rise of social media, allowing players to share content all around the world, especially amongst the younger audience. Given the shareable nature of the content, social media promotes “freestyle” well and has breed new life in the sport. Without it, it’s hard to imagine where the above names would be now.

Want to know how to grow your social media audience, increase engagement or simply gain support with your content creation? Speak to a member of our expert social media team today to find out how we can help you and your business.

The football freestylers who became big thanks to social media

During 2017 there was a 325% increase in Google searches for the term “influencer marketing”. Pair that with the influx of new platforms and influencer marketing focused agencies it’s clear this trend is booming. The power of influencers has transformed the face of advertising and marketing.

Although brands are looking to partner with top influencers, whether that’s a micro-influencer with a highly engaged audience or a macro-influencer with mass appeal, what’s becoming increasingly important is industry knowledge. This rings particularly true in the tech world.

Influencers with in-depth knowledge of the brand, its pros, and cons, partnered with general industry expertise can be extremely powerful. Whether it’s the latest cryptocurrency being launched, or the next best thing in wearable tech, understanding the saturated market and being clued up on that product or service, and how it compares to others, really is key. Not only does this mean the content is far more engaging, it also means it is genuine – something that has become increasingly important to consumers living in a post-truth era.

Working with influencers can provide a brilliant opportunity for brands in all sectors, but the important part comes down to selecting the right influencer to partner with. We’ve seen plenty of cringe-worthy headlines over the years of failed influencer marketing attempts, so the key really is to spot the synergies between both brands, and focus on creating informed, genuine content that’s useful to consumers.

A big chunk of influencers in the tech space are reviewers, meaning industry knowledge becomes even more crucial. Tech consumers expect to see the spec of a product being reviewed, how it compares to others in the market and just how far the product can be pushed.

A great example of a successful influencer and their interaction with tech brands is hugely influential YouTuber Marques Brownlee, hailed the ‘best technology reviewer on the planet’ by former Google VP, Vic Gundotra. And with over six million subscribers to his YouTube channel, Brownlee is clearly a highly rated and much-loved influencer by his loyal fans and tech consumers.

Brownlee’s community is made up of people talking about tech; sharing knowledge, expertise and top tips. One of his most popular videos was created when Safari came to Windows for the first time. Brownlee knew this would be a hot topic so spent the afternoon creating a tutorial focusing purely on how to install Safari for Windows. That one video received around 7,000 views in one evening, generating incredible traction for both Safari and Windows almost immediately after their announcement. From this, he realised the importance of having industry insight – foresight – and being on the ball when it comes to tech trends. Not only this, it also reflects how powerful influencers can be – and more importantly, the power of influencers who are truly engaged and genuinely interested in the brand and market.

Looking at Brownlee’s most recent review of the eye-catching Huawei P20 Pro, he’s clocked up a whopping 1.3m views and Brownlee stating: “This is what it looks like when you nail all the pillars of a great smartphone and then take one of them…to the next level” is a big deal.

At PHA, we worked closely with Pandora Sykes, previous Sunday Times journalist and co-host of the podcast The High Low, while working with Fantastic Services. Fantastic Services provides property maintenance for homes and offices – everything from carpet cleaning to pest control – and now this can be done through the GoFantastic App too. We partnered with Pandora Sykes when she moved home at the end of 2017, providing her with the full removal package. Sykes is a much-loved influencer with 202k loyal Instagram followers and 24k Twitter followers. We worked with her to create content that flowed naturally on her channels and in her podcast to promote her collaboration with Fantastic Services.

If you’re looking for a PR agency to help grow your influencer marketing strategy speak to our award-winning team today. We’d love to help out.

How influencers can help a tech brand