NB: Brands, you’re Robin, not Batman

August 15, 2019 3:14 pm Published by

Brands and their agencies venturing into the influencer marketing space often make the first fatal mistake, in believing that they’re the hero in the online story. Influencers are storytellers, and in the stories they tell, they’re the superhero – understated or not. Where brands play a meaningful role in the online space is as a supporting role to the influencer. Every brand’s value proposition should talk about how they “enable the transformation” of their customer – in other words, making the customer (and influencer) the hero.

Trevor Noah on Instagram: “When life closes a door…. grab a drill and pop that $%*T off the hinges! 🙌🏾”


This week’s example is DeWALT power tools. Trevor Noah is our hero, but their electric drill empowers him to do even more amazing things. Consider the alternative, if Trevor posted the picture of the drill and the same caption, without his symbolic stance of dominance, how much less impact the image would have?

Influencers live and die by their audiences, so they understand their truths, and you can trust them to position your brand or product as their leverage to do more.

Be their Robin, dont try and be Batman.

To access ten thousand superhero creators and influencers, create an account here.


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Five beauty influencers that will inspire your look

July 31, 2019 7:42 pm Published by

If you are looking for skincare products, beauty tutorials or make-up inspiration there is a beauty influencer for you to follow. The beauty industry is growing rapidly with an anticipated growth rate of 6.4%, this will take the global beauty market to a staggering $675 billion by 2020. 

Marketers in the beauty industry are continuously looking for ideas on how they can get ahead of their competitors. The strategy that looks most enticing to both marketers and consumers is making use of beauty influencers in campaigns. 

Selling the idea of self-improvement and transformation is almost seamless when using an influencer whose audiences already aspire to be like. Just a few years ago companies in the beauty industry only made use of celebrities in their marketing campaigns, however, today most now realize that the key to success is engaging their customers through relatable and interactive storytelling through influencers. Beauty influencers impact their audiences purchasing decisions by providing their audience a platform to learn, create and be inspired. 

Below we have listed 5 Webfluential beauty influencers who create outstanding content. 

Maria Juvakka – Maria Julia

Maria is a 24-year-old fashion, beauty and travel influencer and blogger. Maria is a creative individual who enjoys styling, photography and content creation to come up with interesting image concepts for her audience.


Mihlali Ndamase

Mihlali Ndamase also known as Mihlali N is a part-time Brand Strategic Communications student, a makeup artist by profession and the Co-Founder of Siyasizana Foundation. Mihlali’s content focuses on all things beauty, lifestyle, and travel, her main platforms are YouTube and Instagram.

Candace Hampton – The Beauty Beau

Candace is a Dallas based fashion, lifestyle, beauty and travel blogger with over 300,000 in following across social platforms. She is a lover of avocados, family, soap operas and game shows.


Sarah is a 48-year-old mum of 5 from Staffs UK. she owns the beauty & lifestyle blog, Boxnip.

Sarah is passionate about skincare & beauty and loves all kinds of subscription boxes, from beauty to lifestyle and food. She is especially enthusiastic about Korean/Japaneseskincare & natural skincare/beauty products.

Dimi Ingle – StyleScoop

Through her blog, StyleScoop, Dimi loves to tell you about all the fab things she comes across. Whether it’s the latest makeup and beauty trends or the hottest fashion trends on the streets (or in the shops) and how to wear them. Dimi also loves sharing snippets on living a stylish life through travel, decor, gadgets and just about everything else! 


Start collaborating with beauty influencers on Webfluential here.

Are you a beauty influencer? register here.

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What Instagram doing away with likes could mean for influencer marketing

June 26, 2019 1:12 pm Published by

At the Facebook F8 Developers Conference, it was announced that Instagram has been testing a new feature that would essentially hide the number of ‘likes’ displayed on a user’s page. While Instagram has stated that this new feature would be better for user experience, what would this mean for influencers and marketers in the influencer marketing industry?

Instagram has become the most popular channel for influencer marketing. If you have spent just a few minutes on Instagram you would have most definitely seen an influencer’s post. Users of Instagram are more likely to like and comment on influencer’s post compared to other networks. Instagram’s popularity is largely due to the fact that it has the best engagement rate (3.21%) compared to all other social media networks (1.5%).

‘Likes’ have been an important metric for brands and influencers. Brands use an influencer’s engagement rate as a key factor when deciding whether to book the influencer in an influencer marketing campaign. Influencers can see ‘likes’ as their bread and butter.

Instagram’s reasoning for doing away with ‘likes’ is that they want users to interact with the app rather than chase the vanity of ‘likes’. Many users have become obsessed with ‘likes’. A recent study by the Royal Society for Public Health and the Young Health Movement states that Instagram ranked the worst out of all social media platforms for negative effects on young people’s mental health. The same study also points out the positive effects of Instagram including the opportunity for self-expression, accessing health information and the feeling of community. Instagram hopes that doing away with ‘likes’ will minimize the negative effects of ‘chasing likes’ and maximize the positive effects of creating content.

Is this a bad thing for Influencer Marketing?

Conversely, Instagram doing away with ‘likes’ is great for influencer marketing. It’s not obvious, but here’s our thinking.

Firstly, the focus on influencer marketing campaigns will now shift from ‘meaningless likes’ to quality engagements generated through quality content. The quality of content and subsequently the quality of engagements on influencer’s posts will become the most important thing to look for when booking influencers. Influencers will have to not only produce more engaging content, but also more diverse content including videos and stories to get ahead of Instagram’s algorithm.

Secondly, Webfluential has historical data on all 35,000 influencers who have opt-ed into the platform. Marketers and brands can rest assured that they will still be able to find important data on influencers including engagement rates over time, audience demographics, influencer’s pricing, booking information, and so much more.
Influencers don’t have to worry about being buried by Instagram’s algorithm as marketers and brands will still be able to easily find and book them through Webfluential.

In essence, all this means is that there is a paradigm shift that will soon take place where brands will no longer place such high value on ‘meaningless likes’ and place more emphasis on finding influencers who create authentic content that aligns with their brand. Better content and stronger engagement is a win for brands, after all in an influencer marketing campaign the influencer’s content is an extension of the brands’ story. Whether you are a marketer or a creator, being active on an influencer marketing platform such as Webfluential is now more important than ever.

If you are a marketer start finding influencers who create amazing content here.

If you are an influencer, get ahead of the curve by connecting with brands who align with your content here.

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