Alexandra York

Call it indie agility. According to data from Dash Hudson, indie makeup brands are outpacing the total beauty industry in terms of engagement rate and follower growth on TikTok, averaging 4.4 percent by engagement and 25.5 percent by year-to-date follower growth. Beauty overall, by comparison, nets out at 4.1 percent and 7.7 percent by the respective metrics. It’s no surprise that many of the platform’s heaviest hitters — including Kosas, whose following has grown at a rate of nearly 40 percent this year, and Glossier, which has a 10.2 percent average engagement rate second only to Florence by Mills in indie makeup — are among the flurry of brands which are reportedly up for potential sale this year. There are also more nascent indies making a splash on TikTok: Violette_FR, whose founder Violette Serrat often takes to the platform to share French beauty tips — most recently how to “style” a red lip —is seeing rapid follower growth, as is Danessa Myricks Beauty and Patrick Ta Beauty. Hailey Bieber’s Rhode also continues to make waves in the category. More on WWD https://lnkd.in/eeJmHDix

28

1 Comment

Influencer costs are going up. Maybe it’s because micro-influencers have realized their value and are charging brands more because of it. Maybe it’s because they’ve got access to better tools as influencer marketing matures as an industry. Maybe the shift from emphasizing follower count to emphasizing engagement rates has justified higher costs. Either way, smaller influencers are asking for a bigger payout than in the past-sometimes double the rate from 2021. In response, brands are looking for most cost saving methods, like brand ambassador relationships, content usage rights and product gifting. But it’s also a mixed bag because there’s no standardization when it comes to influencer pay rates. That’s still the Wild Wild West. Story in Digiday:

31

2 Comments

Announcements from Snapchat's Partner Summit w/the latest tools & updates for brands and creators. ⬇ 👀 ⭐ Simple Snapchat (coming soon) - simpler version making it easier to chat, snap photos and watch entertaining videos. Makes it easier to get in and engage ⭐ AI Snaps “My AI” - a lens that can change how you look in different scenarios (past, current and future) - yes, this has been done with one off apps and maaaay be a bit old now BUT there are opportunities to create fun "what if" content ⭐ Stories are now above conversations with friends. Reply quicker and with more real time responses ⭐ Snapchat Map update - Give the 350M snap chatters who visit the map per month, a better way to find places and people to connect in the real world 🌍 ⭐ Now easier to toggle between personal and public accounts. A social media managers dream Watch the full summit 👀 https://lnkd.in/gBCBjqRH Snap Inc. #Partnerships #SocialContent #SocialRecap

9

1 Comment

This is important for #communications pros and our subject matter experts to remember. An interview is a conversation not a rote question asked, prepared answer given. Using talking points rather than scripted answers is more effective for a SME and makes for a better interview. Unfortunately that path isn’t taken as often as it should be.

3

1 Comment

I've analyzed the influencer marketing landscape and identified a critical distinction: its true strength lies in brand awareness, not sales. While influencers can reach and engage vast audiences, their impact on conversions is often overstated. In my latest video, I delve into the reasons behind this paradox, exploring the limitations of influencer marketing in driving sales and the importance of measuring success beyond vanity metrics. Whether you're a marketer, entrepreneur, or simply curious about the world of influencer marketing, this video is for you. Watch now, gain valuable insights, and refine your marketing strategy #InfluencerMarketing #BrandAwareness #CommunicationsExpert #MarketingStrategy #SocialMedia

22

3 Comments

Considering a career in public relations? Check out this piece by Christina Fera and Emilita Dela Cruz on the internship experience at Argyle. Thanks for sharing Canadian Public Relations Society (CPRS) - Toronto! #pr #publicrelations #prcareer

16

1 Comment

Influencer platform Later just announced its acquisition of affiliate tool Mavely for $250 million, capping off a big year for M&A activity in the creator economy. Startups in influencer marketing, talent management, e-commerce, and podcasting have been acquisition targets in recent months. My colleague Sydney Bradley and I broke down some of the more interesting creator economy M&A deals from the past year, for Business Insider: https://lnkd.in/e5RV2nqV

32

1 Comment

Summer’s Here! Hoping the only sparks we see in NYC are creative ones. Here’s to: 🌞 Igniting Your Creativity 🌆Tapping New Possibilities! 🌿Unleashing Fresh Marketing Magic 🌟 Transforming Sunshine into Creative Brilliance 🌺 Crafting Unforgettable Campaigns in NYC's Heat 🌞 I see summer as a catalyst for creativity and innovation. It’s about infusing our work with the vibrancy and spontaneity that this season brings. Summer’s state of mind," propels us in the advertising world, to elevate our strategies. Embrace the longer days to fuel our creative processes, Drawing inspiration from the city's vibrant pulse and the natural beauty around us. Heres to creating marketing magic that resonates with the joy and freedom of summer. Here's to a summer filled with innovation, passion, and a touch of that vacation spirit. Let's lead with enthusiasm and make this season our most creative yet. How will you infuse your work with the essence of summer? Share your thoughts and let's inspire each other! #SummerInNYC #CreativeMarketing #Innovation #Leadership #MarketingStrategy #SummerVibes #Inspiration #StoriedWork

10

4 Comments

It’s always interesting to review the Mister Editorial content that gets the most reads, forwards, and social shares. The results often surprise me and that's the case again for 2024. Who knew my readers were into schadenfreude? 😉 The five articles in the link resonated most with this community this year. They cover an eyebrow-raising Wayfair memo about work-life boundaries, explore our collective identity crisis (what do we do for a living?), and dive deep into practical AI applications—from teaching it to write like your exec to implementing four key AI personas in your workflow. And who could forget the lesson in authentic leadership communications from Warner Bros. Discovery’s outgoing CCO? Each piece offers frameworks and insights you can actually use, whether you're a team of one or leading a department. They're worth another read as you plan for 2025. #mixternalcomms #internalcomms #execcomms #PR https://lnkd.in/gbiYygUN

8

1 Comment

Could not agree more! Follower count is one of about 50+ things we consider when evaluating influencer partners for our clients. When you consider platform algorithms, the ability to expand reach with paid boosting, the importance of engagement, and many other elements, the weight of the "follower factor" is minimal. Not to mention there is and always has been a discrepancy within our industry (even within industry associations that would/should ideally be on the same page) about what defines nano, micro, macro, and mega. It's arbitrary and irrelevant, IMO. #influencermarketing #creatoreconomy

3

1 Comment

A new report from dcdx ranks Gen Z's Most Magnetic Brands. The list was created by analyzing the engagement and consistency of organic user-generated content related to a brand on TikTok. Research shows young adults being 4x more likely to be influenced by user-generated content than an influencer post. The value of the graphic and list below is that it is a pure outcome of a brand's presence in the day-to-day lives of consumers. #genz #youngadults #brands #brandvalue #ugc #socialmedia #tiktokforbrands #tiktok #tiktokpost #brandengagement #brandmentions #socialmediamarketing #influencermarketing

9

1 Comment

Who can (actually) perfect your craft as a Social Media Manager? Me or You Let’s break it down: ME, teaching you everything I’ve learned after a decade of experience: → Scaling Ulta Beauty’s first-ever Influencer Program (strategy & execution) → Growing Alo Yoga's organic social to 5% of business revenue → Taking Anastasia Beverly Hills to +24M on IG + So much more! OR YOU, continuing to learn as you gain career experience over the next +5 years of your career I hope you know the answer is *YOU* You’ve got to want to learn, grow, and be better. All I can do is help expedite your learning curve by dropping all of the knowledge I’ve tested, learned, and acquired throughout my career. That’s why I’ve launched my Group Training Program: 𝐑𝐮𝐧𝐧𝐢𝐧𝐠 𝐒𝐨𝐜𝐢𝐚𝐥 𝐅𝐨𝐫 𝐁𝐫𝐚𝐧𝐝𝐬 👩‍🏫📲 Where we’ll be going deep into what it takes to: ✅ 𝐕𝐚𝐥𝐢𝐝𝐚𝐭𝐞 𝐲𝐨𝐮𝐫 𝐒𝐨𝐜𝐢𝐚𝐥 𝐌𝐞𝐝𝐢𝐚 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 and gain the confidence to present your social strategy to the C-Suite and secure the resources you need. ✅ 𝐄𝐧𝐡𝐚𝐧𝐜𝐞 𝐄𝐱𝐞𝐜𝐮𝐭𝐢𝐨𝐧 by streamlining cross-functional processes, making your job easier, and positioning yourself as a key influencer in your organization. ✅ 𝐀𝐜𝐡𝐢𝐞𝐯𝐞 𝐒𝐜𝐚𝐥𝐚𝐛𝐢𝐥𝐢𝐭𝐲 by implementing my proven processes to run brand social like a well-oiled machine, planning weeks in advance and achieving consistent results. I want to show you what’s possible as an Industry Expert. I want to show you what you’re missing and how you can make your life as a SMM better. That’s why on Monday, July 15th, I'm hosting a Free Masterclass: The Fundamentals For Running Social For Brands. Come and see the possibilities for your future. If you're not a SMM or you're not planning to run Brand Social, then this isn't for you. But if you're tired of second-guessing your strategy and want to become the best Social Media Marketer possible in 2024, then I've got you covered. The link to RSVP is in the comments. I hope to see ya there 🤗 --- Hi, I'm Robyn Nissim 👋🏽 A Social Media-obsessed millennial who made a career for myself forcing global brands online 💁🏼‍♀️📲 🚀 I’ve built some of the largest Brand Channels on Social Media 👩‍🏫 And now I’m focused on teaching YOU how to do the same 🤝 Visit the link in my profile to secure your spot in one of my group training programs & learn from an industry expert 👩‍🏫📲

25

16 Comments

SHEIN wants lure big-name consumer product companies to its marketplace as it expands to product offerings to compete with Amazon. "Everybody associates Shein with fashion, but we are doing all verticals," Christina Fontana, senior director of brand operations for Europe, Middle East and Africa at Shein, told delegates at a conference in Paris earlier this month. Shein presented its marketplace services at an event in Madrid last month alongside Hasbro, Orangina maker Suntory Beverage & Food, and Spanish cosmetics brand Bella Aurora. "If Shein wants to compete as a trustworthy reputable marketplace platform, it really needs endorsement from well-known Western brands," said Xiaofeng Wang, e-commerce analyst at Forrester in Singapore. Read more from Helen Reid at Reuters: https://lnkd.in/edQZhEZG

15

A pitch: every influencer marketer should have to go through a content production boot camp so they better understand the creative process, and every creator should have to manage an ad campaign. Empathy goes both ways! #influencermarketing

109

34 Comments

🌍 Exciting Updates from The Digital Free Press! 📰 I’m thrilled to share what we’ve been working on at The Digital Free Press: ✅ #TDFPNewsRoundup: Our daily roundup now features up to 25 (sometimes even 26!) stories, showcasing important headlines while tagging reporters and outlets for full transparency. ✅ New Ventures: We’re expanding into reviews—covering movies, books, and products that matter to you—all while staying true to our commitment to privacy and unbiased reporting. ✅ Our Mission: Transparency, privacy, and upholding the Constitution remain our core values. Every step we take is for you, our audience, to ensure a better-informed world. I’d love to hear your thoughts! Whether it’s feedback on the roundup, story recommendations, or ideas for collaboration, don’t hesitate to reach out to me directly or email me at Yossi@teamworldsupporter.com. Together, let’s make a difference in digital journalism. #DigitalFreePress #TDFPNewsRoundup #Journalism #Transparency

2

2 Comments

Here's my 2024 LinkedIn Rewind, by Coauthor: 2024 proved that transparent journalism isn't just a principle - it's what audiences desperately need in an era of platform manipulation and controlled narratives. At The Digital Free Press, we expanded while staying true to our founding mission: • Grew TDFP News Roundup to 25+ stories daily, maintaining full source attribution • Launched comprehensive platform reviews exposing gaps between promises and practices • Started Season 6 of The Yossi Schmidt Show, featuring voices from Congress to independent journalists • Expanded to traditional media as Social Media Director at The Lakewood Scoop Three posts that captured our impact: "Digital Free Press Updates" On growing coverage while maintaining transparency principles "Our daily roundup now features up to 25 stories, showcasing important headlines while tagging reporters and outlets for full transparency" https://lnkd.in/eBhqMBXM "X Platform Review Analysis" Examining the gap between free speech claims and platform practices "Free speech is a cornerstone of digital platforms, but how well does X uphold this principle?" https://lnkd.in/e3aa4WdB "The Lakewood Scoop Role" Bringing transparency principles to traditional media "Started my role at The Lakewood Scoop as a Social Media Director" https://lnkd.in/eSyrFJVD Looking to 2025: We're deepening our platform reviews while expanding The Digital Free Press's reach. Because in a world of algorithmic control and narrative manipulation, transparent journalism matters more than ever. To our growing audience who values honest platform analysis and unbiased reporting - your trust drives our mission to deliver truth when it matters most. #TeamWorldSupporter #DigitalFreePress #FreeSpeech #Transparency -- Get your 2024 LinkedIn Rewind! Go to coauthor.studio in your browser

2

1 Comment

Proud to share that Billion Dollar Boy has launched the Creator Era report — a deep dive into the 2025 creator economy! Here’s what’s inside: Key trends that are set to dominate the creator space in 2025. Data-driven insights to future-proof your brand. Predictions from our global experts. Download the Creator Era 2025 Report to explore the emerging trends and cultural insights shaping the global creator economy. https://lnkd.in/e7Rt5usD #CreatorEconomy #InfluencerMarketing

21