Eighty-eight Percent of Influencers View Instagram as Most Effective Social Platform to Promote Fashion Brand Content
Tidal Labs’ Influencer Survey Reveals New Approaches and Techniques for Influencers Connecting with Fashion Brands
NEW YORK – With New York Fashion Week (NYFW) taking place February 9 – 16, 2017, Tidal Labs, a CaaS (Content as a Service) platform that connects brands to relevant influencers at scale, surveyed over 200 influencers to gather insights on their plans to engage with fashion brands. The survey’s findings highlight the importance of Instagram to influencers, as well as the continued rise of video on social networks.
Eighty-eight percent of influencers reported Instagram is the most effective social platform to promote content featuring fashion brands.
Facebook was also cited as an effective social platform for promoting fashion-related content, with 38 percent of influencers reporting it as their second choice.
Sixty-seven percent of the influencers surveyed incorporate video into their fashion-related content, only 26 percent feel video is more effective than still images or photographs when creating fashion-related content.
As standards for content have increased, so have the resources it takes for bloggers to get noticed. To be a successful fashion/lifestyle blogger today is to be a model, photographer, art director, copywriter, editor and social media expert. With 88 percent of bloggers finding success on Instagram, engaging and aspirational content is being created by online creators from unknowns to celebrities. With the increasing costs of Instagram celebrities, brands would do well to tap into the value of more long-tail activations with larger numbers of micro-influencers.
“While many would think Instagram ranks as the most effective platform to promote brand content ahead of New York Fashion Week, Facebook ranking as the second, and beating out platforms such as Snapchat, Pinterest and Twitter came as a bit of a surprise,” said Matthew Myers, CEO of Tidal Labs. “It’s vital to not only understand what influencers are posting, but also the preferred platforms they favor to drive successful brand integrations.”
Tidal Labs’ unique CaaS platform leverages machine-learning proprietary matching technology to pair brands with relevant online influencers and facilitate collaboration between them. Tidal Labs’ CreatorExchange consists of over 600,000 micro-influencers, centralizing the influencer networks for clients like Banana Republic, Clarins, and Kohler into one sortable influencer CRM. Two hundred and one influencers included in Tidal Labs’ CreatorExchange responded to the survey between January 27 – February 5, 2017.
About Tidal Labs
Tidal Labs offers a “content-as-a-service” (CaaS) platform that brings online influencers and brands together. Tidal Labs curates, distributes and measures influencer content at unprecedented scale through its product suite which includes: an internal dashboard, the Tidal Labs CreatorExchange CRM, a white label Influencer Hub, and the ContentMetric® Influencer CaaS platform. Clients such as Banana Republic, Clarins, Kohler and the TODAY Show work with Tidal Labs to bring enterprise-grade technology to managing their ongoing influencer efforts. Tidal Labs was founded in 2009 and is based in New York, New York.
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