Author: Gordon Glenister

How to Become a Social Media Influencer: The Essential Guide to Success in 2025

Understanding the Role of a Social Media Influencer

Definition of a social media influencer

• A social media influencer is an individual who leverages social media platforms to influence their followers’ buying decisions and opinions.

• Influencers typically offer value on social media with quality content in the form of specialized knowledge, "edu-tainment", insight into a niche topic, or fostering relationships with an audience.

• Influencers can range from fashion influencers to people who post detailed how-to videos.

Types of social media influencers

• Macro influencers: have a large following and are often used for mass awareness campaigns.

• Micro influencers: have a smaller, but often more engaged audience, making them a great choice for brands looking to tap into hyper-niche communities.

• Nano influencers: have a highly engaged audience and are often used for niche marketing campaigns.

The Power of Influencer Marketing

What is influencer marketing?

• Influencer marketing is a growing trend that delivers ROI, with 50% of surveyed marketers planning to increase their investment in this strategy.

• Influencer marketing involves partnering with social media influencers to promote products or services to their followers.

Trends in influencer marketing for 2025

• The influencer marketing industry is expected to continue growing, with a projected worth of $24 billion by the end of 2024.

• TikTok is the most popular influencer marketing channel, followed by Instagram, YouTube, and Facebook.

Benefits of influencer marketing for brands

• Increased brand awareness and reach.

• Improved credibility and trust with target audiences.

• Higher conversion rates and sales.

Building Your Influencer Foundation

Choose a niche

• A niche is a highly specific market segment of consumers that an influencer can market to online.

• Identify your niche by reflecting on your passions, the content you most enjoy consuming, and the successful influencers you already follow.

Identify your target audience

• Conduct market research to understand your audience, including their interests, goals, and challenges.

• Use platform analytics to learn about your audience’s demographics, interests, and content preferences.

Develop your unique value proposition

• Think of your influencer brand like a personal brand, a coherent presentation of your personality, values, and passions.

• Create an aesthetic for your influencer brand, including colors, fonts, and a brand voice.

Creating Engaging Content on Social Media Platforms

Types of content to create (posts, reels, stories, etc.)

• Develop a content strategy that explores different facets of your category.

• Create a mix of promotional, educational, and entertaining content to engage your audience.

Creating a content calendar

• Set up a content creation calendar that determines the frequency and structure of your posts.

• Plan and schedule your content in advance to ensure consistency and efficiency.

Repurposing and upcycling content

• Repurpose your content to get the most out of your efforts.

• Upcycle your content to make it more engaging and relevant to your audience.

Growing Your Audience and Online Presence

Posting unique content regularly

• Post regular content on social media, remembering that it can take time to see tangible results from your content efforts.

• Consistently create content that resonates with your audience and search engines/social media algorithms.

Engaging with your audience

• Engage with your audience members to increase your “know, like, and trust” factor.

• Like, comment on, and repost content by your followers and fellow influencers in your niche.

Collaborating with other social media influencers

• Collaborate with other influencers in your niche to gain fans from their communities.

• Engage organically by asking influencers to share your content or featuring them in your content.

Monetizing Your Influence

Setting up income streams (sponsored posts, affiliate marketing, etc.)

• Consider brand sponsorships, affiliate marketing, selling merchandise, creating digital products, and hosting events or workshops.

• Set up a payment solution and determine your pricing.

Working with brands and negotiating partnerships

• Prepare for brand partnerships by making a list of the brands you’d like to collaborate with.

• Negotiate partnerships that align with your goals and values.

Disclosing sponsored content and following FTC guidelines

• Disclose sponsored content clearly and transparently.

• Follow FTC guidelines for sponsored content and influencer marketing.

Measuring Success and Refining Your Strategy

Tracking your performance using analytics tools

• Use analytics tools to track your performance and understand your audience.

• Monitor your engagement rates, follower growth, and website traffic.

Refining your content strategy based on data

• Refine your content strategy based on your analytics data.

• Adjust your content calendar and content types to optimize your performance.

Staying up-to-date with industry trends and best practices

• Stay up-to-date with the latest industry trends and best practices.

• Attend webinars, workshops, and conferences to learn from other influencers and industry experts.

Overcoming Challenges and Staying Motivated

Dealing with criticism and negative feedback

• Develop a thick skin and learn to handle criticism and negative feedback.

• Use criticism as an opportunity to learn and improve.

Managing your time and prioritizing tasks

• Manage your time effectively and prioritize your tasks.

• Use tools and apps to stay organized and focused.

Staying motivated and avoiding burnout

• Stay motivated by setting goals and celebrating your achievements.

• Avoid burnout by taking breaks and practicing self-care.

Conclusion

Recap of key takeaways

• Becoming a successful social media influencer takes time, effort, and dedication.

• Focus on building your personal brand, creating engaging content, and growing your audience.

Final tips for success as a social media influencer

• Stay authentic and true to your values.

• Engage with your audience and build relationships.

• Continuously learn and improve your skills.

Encouragement to start your influencer journey

• Start your influencer journey today and take the first step towards building your personal brand and growing your audience.

• Remember that success as a social media influencer takes time, effort, and dedication, but the rewards are worth it.

Follow me on Tiktok, Instagram and Youtube for regular tips and advice

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

How to Sell Products on TikTok Shop: A Guide for Businesses and Creators

With TikTok Shop revolutionizing ecommerce, it’s no longer just a platform for entertainment but a place where businesses and creators can effectively sell products directly to their audience. TikTok’s shopping features make it easier than ever to convert engagement into sales. Whether you're an established ecommerce store or a small business, selling on TikTok can transform how you reach customers and drive sales.

In this guide, we’ll walk you through everything you need to know about using TikTok Shop to sell products, whether you're an individually owned business or a creator looking to monetize. Learn how to set up TikTok Shop, leverage TikTok ads, and optimize your content for sales.

What is TikTok Shop?

TikTok Shop is an integrated ecommerce feature within the TikTok app that allows users to discover and purchase products without leaving the app. TikTok launched this feature on Tiktok shop to bridge the gap between social media and shopping online. Customers can now purchase directly from shoppable content, live streams, and the shop tab on profiles.

This feature is powerful for brands, as it combines social commerce with entertainment, leading to higher engagement and conversion rates. If you're a business or creator, selling on TikTok has never been easier.

Why Should You Start Selling on TikTok Shop?

Here are the key reasons why TikTok Shop is the ultimate platform for businesses looking to sell products:

1. Massive Audience: TikTok has over 1 billion monthly active users. Its diverse audience, from Gen Z to millennials and beyond, offers immense reach for new brands and small businesses.

2. Viral Potential: The TikTok algorithm is designed to promote engaging content, even if you’re a new business. Products on TikTok can go viral, driving significant traffic to your shop.

3. High Engagement: TikTok has the highest engagement rates across major social platforms. Live shopping, shoppable videos, and interactive content help keep users connected to your brand.

4. Seamless Shopping: TikTok’s shopping tab makes it easy for customers to buy products directly from videos, live streams, and the shop tab on your profile, offering a frictionless shopping experience.

5. Accessibility for Small Businesses: Whether you're a large enterprise or an individually owned business, TikTok Shop provides affordable ways to grow your brand without hefty marketing costs.

How to Set Up TikTok Shop for Your Business

Setting up a TikTok Shop is straightforward, but it involves a few key steps to get started.

► 1. Create a TikTok Business Account

To access TikTok Shop, you first need a TikTok Business Account. If you’re using a TikTok account, here’s how to switch:

- Open the TikTok app and go to your profile.

- Tap on the menu in the top right corner, then navigate to “Manage Account.”

- Choose TikTok Business Account, selecting a category that fits your business type.

Having a TikTok Business Account allows you to access insights, analytics, and TikTok's ecommerce features.

► 2. Apply for TikTok Shop

To start selling on TikTok, apply through TikTok’s Seller Center:

- Sign up with your TikTok Business Account.

- Provide required documents, such as a business license, national ID, or driver's license.

- Once verified, you'll have access to your TikTok storefront.

► 3. Add Your Products to TikTok Shop

Now that your TikTok Shop is set up, it’s time to list your products:

- Go to the Seller Center and upload your product catalog.

- Upload images of your products and write detailed product descriptions using relevant keywords.

- Set pricing and inventory details.

Ensure that your product listings are optimized for searchability by using keywords in your product titles and descriptions, including phrases like “buy products directly” and “promote your products.”

► 4. Integrate TikTok with Other Platforms

If you have an existing ecommerce store, such as Shopify, you can easily integrate with TikTok using the TikTok Shopify App. This allows you to sync inventory and manage sales directly through your existing platform.

Best Practices for Selling on TikTok Shop

To make the most of TikTok Shop and increase your sales and selling on Tiktok shop, you’ll need a content strategy that aligns with TikTok’s viral nature. Here’s how you can optimize your content:

► 1. Leverage TikTok’s Shopping Features

TikTok Shop offers several ways to promote your products:

- Shoppable videos: You can tag products in your videos, turning them into shoppable content that allows users to buy with just a few taps.

- Live shopping ads: Host live shopping events where users can ask questions and purchase products in real-time.

- Product showcase tab: Use this feature on your profile to display all available products.

► 2. Collaborate with TikTok Creators

One of the best ways to increase visibility and trust is through TikTok creators. Partnering with influencers who align with your brand can boost your credibility and help you reach relevant audiences.
Use TikTok’s creator marketplace to find influencers, or manually reach out to those whose content fits your brand’s tone. Ensure that you’re working with creators who have engaged audiences, as this will help you drive sales.

► 3. Tap into TikTok Trends

Participating in TikTok trends is key to reaching a broader audience. Whether it’s through trending challenges or viral music, integrate your product into the content naturally.
Using popular hashtags and trending sounds will boost your product visibility on the TikTok app and can lead to significant traffic to your TikTok storefront.

► 4. User-Generated Content and Social Proof

Encourage your customers to share their experiences with your products. User-generated content (UGC) builds trust and provides social proof, leading to more conversions.
You can even incentivize users to create UGC by offering discounts, hosting giveaways, or featuring their content on your TikTok account.

Optimizing TikTok Shop for Conversions

To turn viewers into customers, your TikTok Shop needs to be optimized for conversions.

1. Enhance Your Product Listings

The first step to success in TikTok shopping is to create compelling product listings. Include:

- Product descriptions that clearly outline benefits.

- High-quality images and videos that capture attention.

- Relevant keywords to help users find your products on TikTok.

2. Use TikTok Shop Ads and TikTok Ads

To maximize reach, consider using TikTok ads such as:

- In-feed videos: These ads appear natively in users’ feeds and can include links to your shop.

- Live shopping ads: Promote your live shopping events and drive real-time sales.

These ads allow you to target potential customers based on interests, behavior, and location.

3. Leverage TikTok Analytics

Track your sales, views, and engagement metrics to improve performance. TikTok provides a robust analytics tool where you can monitor customer behavior and fine-tune your strategy to increase conversions.

TikTok Shop Success Stories: Inspiration for Your Business

Many small businesses that have an ecommerce store have seen impressive results with TikTok Shop. For example, beauty brands and fashion retailers have harnessed the power of live shopping and shoppable videos to boost sales dramatically.

One great example is a fashion retailer that used TikTok Shop ads and shoppable content to drive a 300% increase in sales within a month. By tapping into the viral nature of TikTok, they were able to convert viewers into paying customers.

Conclusion

Selling on TikTok Shop is a game-changer for businesses and creators alike. With its powerful social commerce tools, ecommerce store integration, and vast audience, TikTok Shop offers endless opportunities for those looking to grow their brand.

By creating engaging, shoppable content and leveraging TikTok’s viral trends, you can reach potential customers and significantly increase your sales. Whether you’re an individually owned business or a creator, it’s time to explore TikTok Shop and take your ecommerce strategy to the next level.

Start selling today on TikTok Shop, and unlock the potential of social media for your brand. Live shopping is the future for many small businesses but there are other benefits too so make sure you use the shopping feature properly. The best companies have become a tiktok shop partner too. Lets have a chat about building your brand on Tiktok shop now. Visit https://calendly.com/gordon-glenister/30min

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

Mastering the Art of Personal Branding: A Guide for Business Professionals and Entrepreneurs

In today’s competitive business landscape, personal branding isn’t just a buzzword—it’s your professional reputation in action. For entrepreneurs and business professionals, a strong personal brand is a gateway to building trust, attracting opportunities, and cementing your presence as a thought leader in your industry. This guide will show you how to build a personal brand that reflects your expertise, values, and vision.

Why Personal Branding Matters

Your personal brand is your unique professional identity, the value you offer, and the way your target audience perceives you. Unlike a company brand, your personal brand humanizes your expertise and creates authentic connections. For entrepreneurs and business professionals, personal branding helps to:

  • Build credibility and trust.
  • Differentiate yourself in your industry.
  • Foster deeper relationships with clients, peers, and partners.

7 Essential Steps to Build a Powerful Personal Brand

    1. Define Your Core Values and Value Proposition

Your brand begins with clarity. Reflect on your core values—what drives you and aligns with your professional goals? Pair these with your value proposition: the unique value you bring to the table. Craft a succinct elevator pitch that communicates your expertise and what you stand for. For example:

      • Elevator Pitch: "I help ambitious businesses amplify their voice through tailored marketing strategies that deliver measurable results."
    1. Identify and Understand Your Target Audience

A strong personal brand is built on relevance. Clearly define your target audience—whether it’s industry leaders, potential customers, or collaborators—and understand their needs and pain points. Addressing their challenges in your messaging positions you as a go-to authority in your niche.

    1. Build a Strong Online Presence

In the digital age, your online footprint is often the first impression you make. Focus on:

      • Social Media Profiles: Platforms like LinkedIn are invaluable for connecting with your audience and showcasing your expertise. Optimize your profile with a compelling summary and professional visuals.
      • Personal Website: A well-designed personal website serves as a central hub for your portfolio, testimonials, and blog content. It’s a space where potential clients and partners can engage with your work.
    1. Create and Share Valuable Content

Content is the engine of personal branding. Share actionable insights, industry trends, and thought leadership that reflect your expertise. Blog posts, LinkedIn articles, and even well-crafted social media posts can position you as a thought leader. For instance:

      • Write about industry challenges and innovative solutions.
      • Share personal branding examples and lessons you’ve learned.
    1. Consistency is Key

A fragmented brand confuses your audience. From your tone of voice to your visual identity, ensure consistency across all platforms. Whether someone interacts with your LinkedIn profile, personal website, or social media posts, they should experience a unified narrative about who you are and what you stand for.

    1. Leverage Networking and Collaboration

A personal brand thrives on relationships. Attend industry events, engage with thought leaders, and participate in conversations that matter to your audience. Building meaningful connections with peers and collaborators enhances your visibility and reinforces your expertise.

    1. Measure, Adapt, and Evolve

Personal branding isn’t static—it’s a dynamic process. Use tools like social media analytics to understand what content resonates with your audience. Regularly evaluate your strategy to ensure alignment with your professional goals and market trends.

The Benefits of a Strong Personal Brand

A strong personal brand doesn’t just benefit your professional identity—it creates opportunities. Entrepreneurs with a solid personal brand can attract investors, build client trust, and even inspire their teams. Business professionals find that their brand enhances their career prospects, positioning them as indispensable assets within their industries. Look at people like Elon Musk ,Richard Branson, Mark Zuckerberg and the late Steve Jobs for example have all been at the forefront of their brands. And whether you disagree with him or not President Donald Trump has leveraged his strong personal brand to a phenomenal level with his die-hard fan base. Why because he absolutely knows his target audience and his supporters not only relate to him as an authentic individual they almost feel a personal connection with him. Trump has a unique personality and embraces visual storytelling strategies.

Real-World Examples of Personal Branding

  • LinkedIn Optimization: Entrepreneurs who craft compelling LinkedIn profiles that highlight their value proposition and accomplishments stand out in their fields.
  • Professional Websites: A polished professional website with a portfolio, testimonials, and a blog fosters trust and credibility. This can often be supported by a professional media kit
  • Thought Leadership: Sharing unique perspectives through content builds authority and expands your influence.
  • Speaking on stage: Those that have a great personal branding strategy will often be leveraging this through key-note speaking engagements and being part of panel discussions
  • Becoming an author and writer: Writing in newspapers, magazines and becoming a published author can build trust within a desired industry and also appeal to a broad audience

Final Thoughts: Building Your Personal Brand is Building Your Future

For business professionals and entrepreneurs, personal branding is not optional—it’s essential. A well-crafted personal brand opens doors, creates trust, and establishes you as a leader in your field. Remember, the key to building a personal brand lies in authenticity, consistency, and a clear understanding of your audience.

Are you ready to take your professional identity to the next level? Start crafting your personal brand today, and watch as it transforms your career or business. I run a VIP Executive Influence Program to help you accelerate this process and have a team too to help you create the content for you. If you would like to have a chat about this, then find out more here

 

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

Unlocking the Power of Employee Advocacy on LinkedIn

Employee advocacy is a transformative strategy that empowers employees to amplify their voices on social media platforms like LinkedIn, driving greater brand awareness, engagement, and business outcomes. In this blog, we’ll dive into the essence of employee advocacy, why it matters, and how organizations can master this powerful tool using structured programs and analytics. 

What is Employee Advocacy?
Employee advocacy is the promotion of a company by its employees, leveraging their personal networks to share company updates, thought leadership, and industry insights. This approach humanizes the brand and fosters authentic connections with audiences, significantly increasing brand trust and visibility. 

Why Focus on LinkedIn for Employee Advocacy?
LinkedIn is a prime platform for employee advocacy. It connects professionals across industries, making it ideal for sharing relevant content that aligns with your company’s goals. Encouraging employees to post on LinkedIn can help share company news, attract top talent, and enhance recruitment efforts.
Using a LinkedIn employee advocacy tool, organizations can simplify content sharing, ensure alignment with company messaging, and track advocacy metrics. These tools also help notify employees about ready-to-post content, ensuring active participation in advocacy programs. 

Building an Employee Advocacy Program

  1. Establish Clear Objectives: Align your advocacy program with business outcomes like driving more leads, increasing brand awareness, or improving recruitment efforts.
  2. Curate Relevant Content: Empower employees with pre-approved content that aligns with their job functions and resonates with their networks. Include executive-driven content for leadership buy-in.
  3. Leverage LinkedIn Tools: Utilize LinkedIn employee advocacy analytics to measure the impact of your program. Insights into metrics like LinkedIn members reached and social selling effectiveness provide valuable feedback for strategy refinement.
  4. Encourage Participation: Encourage employees to post, creating a culture where advocacy efforts feel rewarding. Recognize their contributions and reward employees who actively participate.
  5. Foster a Personal Touch: Advocacy makes a bigger impact when employees blend company content with their unique perspectives. This bolsters their personal brand while amplifying the company's presence. 

Metrics That Matter
Employee advocacy analytics are critical for tracking success. Metrics like employee participation, content engagement, and the reach of employees' networks provide a clear picture of the program’s direct impact. Regular analysis ensures that both the company and its employees benefit from these efforts.

Why Advocacy Matters
Effective employee advocacy efforts create a ripple effect. When employees share content that aligns with their networks, it enhances the company page’s visibility, positions employees as thought leaders, and significantly increases engagement across social media platforms. Advocacy programs also contribute to social selling, improving the sales team’s ability to drive purchasing decisions. 

Real-World Success Stories
Many companies have mastered employee advocacy on LinkedIn. For example, organizations leveraging LinkedIn employee advocacy tools have reported a positive impact on recruitment, greater brand awareness, and more leads. With employee advocacy programs, companies can encourage employees to share content authentically, fostering stronger connections with audiences. A couple of years ago I interviewed the head of advocacy at IBM and he told me about their amazing advocacy program that has enabled over 200 of their employees sharing content online most notably on Linkedin but also in some of the other communities too. They share ideas together about different types of employee posting and its made their sales team really stand out as thought leaders. Its made the brand very human and created so many employee advocates because their content strategy is totally aligned. 

Getting Started
To master employee advocacy:
• Notify employees about pre-approved content.
• Use LinkedIn’s analytics to track progress.
• Share company updates, celebrate employee posts, and curate content that aligns with your audience.
Employee advocacy is not just a program; it’s a strategy that unites the company and employees under shared goals. By embracing this approach, companies can achieve significant business outcomes while fostering a culture of trust and engagement.
Ready to revolutionize your LinkedIn presence with employee advocacy? Start building your program today with us and request a copy of our free Employee Advocacy report on how brands are engaging their employees.

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

Discover What B2B Influencer Marketing Is and How It Can Elevate Your Business Strategy

In the ever-evolving world of digital marketing, B2B influencer marketing is gaining traction as a powerful strategy to reach niche audiences, build brand credibility, and generate leads. But what is B2B influencer marketing, and how can it elevate your business? This guide breaks down the essentials of B2B influencer marketing, from identifying relevant influencers to designing an effective marketing strategy that engages corporate buyers and decision-makers in your industry. Let’s explore the insights, strategies, and practical tips to help you succeed.

 

What Is B2B Influencer Marketing?

B2B influencer marketing is the practice of partnering with industry experts, thought leaders, and influential voices in your field to promote your brand to other businesses. Unlike B2C influencer marketing, which focuses on broad audience appeal, B2B influencer marketing is geared towards corporate buyers and professional decision-makers. These influencers often have deep industry knowledge and an established credibility, making them trusted voices within their respective industries. By leveraging these connections, B2B brands can gain exposure, build relationships, and boost brand awareness among their target audiences.

Key Benefits of B2B Influencer Marketing

    1. Boost Brand Visibility

   Partnering with relevant influencers increases your brand’s visibility among potential customers. Influencers with niche followings allow you to target specific markets and reach audiences who are genuinely interested in your brand’s messaging and values.

    1. Build Credibility and Trust

   Working with respected industry experts can lend authority and credibility to your brand, positioning you as a reliable partner and thought leader. This credibility can have a lasting impact on how potential buyers perceive your brand.

    1. Drive Quality Leads

   B2B influencers not only reach larger audiences but also attract the right ones— corporate buyers and decision-makers. By targeting these influential figures, your business can generate leads that are more likely to convert.

    1. Enhance Brand Loyalty

   B2B influencer marketing campaigns that resonate authentically with an audience can build stronger brand loyalty. When influencers share genuine interest and passion for your product, it strengthens audience interaction and connection with your brand.

 

How to Build an Effective B2B Influencer Marketing Strategy

  1. Define Your Goals and Target Audience

Before launching a B2B  influencer marketing campaign , start with a clear understanding of your  target audience and your campaign goals. Are you looking to build brand awareness, generate leads, or position your brand as a thought leader? Establish these goals to guide your influencer strategy and select  right influencers who align with your objectives.

  1. Identify the Best Influencers for Your Brand

B2B influencers vary widely, from industry practitioners to CEOs and niche experts. When choosing influencers, look for those who have deep industry knowledge, established credibility, and a genuine connection with your target audience. Social media listening platforms and influencer marketing platforms like Traackr or Upfluence can help you identify influencers who fit your brand values and niche.

  1. Develop a Strong Content Strategy

An impactful B2B influencer campaign requires high-quality content. Collaborate with influencers to create content that resonates with their audience—whether it’s educational videos, guest blogging, or social media posts. Make sure the brand message aligns with both the influencer's voice and your company's values, as authentic content drives greater engagement.

  1. Choose the Right Platforms for Your Campaign

Consider which social media platforms will yield the best results for your B2B audience. LinkedIn, Twitter, and even YouTube are excellent platforms for influencer content in the B2B space, allowing you to connect with decision-makers and corporate buyers.

  1. Collaborate and Build Long-Term Partnerships

While one-time campaigns can be effective, ongoing influencer partnerships often bring better results. Building long-term relationships with influencers allows for consistent brand visibility and reinforces brand credibility over time. Working closely with influencers at industry events or as part of an influencer marketing program can deepen these connections.

  1. Use Social Listening Tools to Measure Success

Monitoring brand sentiment and campaign impact is essential to any influencer marketing program. Social listening tools like Sprinklr and Brandwatch can provide valuable insights into audience interactions, while an influencer marketing platform can track metrics such as reach, engagement, and conversions to gauge success.

 

Types of Content for B2B Influencer Marketing

Creating a variety of content helps keep the audience engaged and increases the chances of influencing purchasing decisions. Here are some popular content formats that work well for B2B influencer campaigns:

- Educational Videos: Influencers can create tutorial or explainer videos that showcase your products or services in action, providing a clear value to potential buyers.

- Guest Blogging: Thought leaders writing on your company blog or contributing to industry publications adds authority to your brand.

- Social Media Posts: Sharing insights, product highlights, or industry news on LinkedIn and Twitter can reach decision-makers directly.

- Panel Discussions and Webinars: Involving influencers in webinars or industry events positions your brand alongside respected voices, adding to your thought leadership.

 

Practical Tips to Get Started

  1. Identify Influencers with Niche Audiences: Focus on finding influencers with established authority in your industry and a loyal, engaged following.
  2. Align Brand Messaging with Influencer Content: Ensure that the content reflects your brand’s messaging and provides value to the audience, fostering a sense of authenticity.
  3. Track and Adjust Your Campaign: Use social media analytics and social listening tools to monitor results, adjust strategies, and improve ROI on future campaigns.

Conclusion

B2B influencer marketing is a powerful tool to enhance your marketing strategy, build brand awareness, and reach niche markets effectively. By collaborating with the right influencers and crafting high-quality, targeted content, you can boost your brand’s visibility, credibility, and lead generation efforts. Whether you’re new to influencer partnerships or ready to scale, these strategies and tools will guide your business in building genuine, impactful connections with influential figures in your industry.

Elevate your business strategy by exploring B2B influencer marketing today—and start seeing the impact it can have on your brand’s growth and reputation.

 

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

AI Deepfakes: Experts reveal the tell tale signs

AI-generated deepfake videos of celebrities and public figures are becoming increasingly common, with Scarlett Johanson being the most common target according to McAfee data.  To crack down on deepfake scams on Facebook and Instagram, Meta recently announced the introduction of facial recognition technology.

To help people stay savvy to this growing threat,  Digital PR Agency has compiled expert advice on how to spot deepfake videos.

How to avoid being fooled by deepfake videos

  1. Verify the source and context

Fake news spread more rapidly than true news on X (previously Twitter), a concerning trend given that nearly 30% of Americans rely on social media as a regular news source. Always examine the credibility of the sources behind the content you consume. Is this information coming from a reputable news outlet or a verified official account? If the source is unfamiliar or looks dubious, cross-check the content's authenticity using reliable news organisations or fact-checking platforms like Google Fact Check Tools.

Remember that misinformation often plays on emotional triggers like fear, anger, or outrage to cloud your judgement. When you encounter content that provokes strong emotions, pause and re-assess to ensure you are not being used as a pawn in someone’s game.

  1. Observe facial expressions and movements

Deepfakes often falter when trying to replicate the intricate details of facial expressions and natural movements. Key areas to scrutinise include microexpressions around the eyes and mouth. Look out for unnatural blinking patterns, disjointed eye movements, or jerky head motions, and check whether the facial expressions align with the conveyed emotions. Details like the uniformity of teeth, hair texture, and facial structure can also reveal deepfakes. 

For example, Chris Umé’s viral deepfake of Tom Cruise performing a coin trick in 2021 was so convincing that 78% of viewers couldn’t distinguish it from real content. A key giveaway is the shape of the face and ears - deepfakes often have slightly off measurements in these areas, with ears being particularly difficult to replicate. Pausing the video and examining the facial features can help you spot these irregularities. Just as with the infamous deepfake of Obama calling Trump 'a total and complete dips**t' - how convincing does this look to you?

  1. Use reverse image and video search tools

Leverage reverse image and video search tools to trace the origins of visual content. Uploading an image to Google Reverse Image Search can help identify if it’s AI-generated, manipulated, or being used out of context. For videos, tools like InVID can dissect footage and check for any modifications or previous appearances. These searches allow you to find other copies of the image online, helping you verify its authenticity and uncover potential misuses. 

  1. Look for digital artefacts and inconsistencies

Deepfakes often reveal themselves through subtle digital flaws like blurriness or unnatural pixelation, especially around the edges of faces or objects. Pay attention to inconsistencies in lighting, shadows, reflections, or even an extra finger, that might indicate manipulation. Don't forget to check the background for distortions or irregularities that throw off the scene’s overall coherence. The viral deepfake of Pope Francis in a Balenciaga puffer jacket from last year showed clear anomalies, like distorted glasses fused to his cheek and blurred fingers closed around thin air instead of the coffee cup he’s holding, yet still fooled many online. 

One fun way to sharpen your detective skills is by practising with the Which Face is Real game created by professors at the University of Washington. The more you play, the better you’ll become at recognizing the patterns of AI-generated content.

  1. Check for audio-visual synchronisation

Spotting a deepfake often comes down to watching the lips closely. Our mouths form specific shapes when pronouncing certain letters, and these movements are tricky for AI to replicate accurately - nearly a third of deepfake videos struggle to match sounds like M, B and P. If you notice the speaker’s lip movements don’t quite align with the sounds they’re making, or if there are oddities in tone or pitch, it’s a red flag. A notable example is a deepfake video of Mark Zuckerberg, where subtle mismatches between his speech and lip movements exposed the manipulation. 

AI expert at AIPRM, Christoph C. Cemper, commented:

“The World Economic Forum has flagged disinformation as a top risk for 2024, with deepfakes emerging as one of the most alarming uses of AI. If you come across a potential deepfake, the best course of action is to refrain from sharing it. The power of a deepfake lies in its ability to spread, and its impact diminishes if it doesn't disseminate widely. If you see someone else sharing it, take a moment to courteously inform them and point them to reliable fact-checking resources, especially if the fake has been debunked. Additionally, leverage reporting features on social media platforms to limit its reach. 

It’s vital that we all play a role in raising awareness - share your experience and insights on how you recognized deepfakes to help others counteract similar threats. By staying vigilant about the content we consume online, we can collectively fight misinformation and safeguard the integrity of our digital environment.” 

● Credits to Digital PR Agency for the article

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

Best Time to Post on TikTok UK: Ultimate Guide to Boosting Engagement

Understanding Your Target Audience

Identify your specific target audience and their demographics to determine the best time to post on TikTok.Use TikTok analytics to understand your audience’s location, age, and interests.Analyze your audience’s online habits and behaviors to create a tailored posting schedule.

The Importance of Timing on TikTok

Timing is crucial on TikTok, and posting at the right moment can increase engagement and growth.Posting at a time when most users are active increases the chances of your content being seen and interacted with.A strategically planned posting schedule at optimal times can push your videos into the spotlight.

Finding Your Best Time to Post

Use TikTok analytics to find your followers’ most active times and adjust your posting schedule accordingly.Experiment with different posting times to find the optimal posting schedule for your social media calendar.Leverage your own TikTok data to determine the best time to post for maximum engagement.

Best Times to Post on TikTok

Post on TikTok right before your audience checks the app to get maximum engagement.Create a posting schedule based on your target audience’s time zone and activity patterns.Consider posting at peak hours, such as 10 am to 11 am mid-week, to reach a larger audience. If you are planning to reach global audiences be aware of multiple time zones. This will absolutely increase your engagement rates. Try and stick to a Tiktok posting schedule so your target audience know when that time is. You can even remind them when you will be posting eg don't forget we go live on a Wednesday at 7pm GMT. This is important to make sure you say GMT as different countries may well be viewing your content. In general the best times to post on tiktok is between 10am-2pm on weekdays. According to some experts The best times to post on TikTok are Tuesdays and Fridays from 4 to 6 pm, Wednesdays, Thursdays mornings from 9 to 11 am and Thursdays from 2 to 6 pm.

Creating Engaging TikTok Videos

Optimize your TikTok videos for engagement by using trending sounds and hashtags.Keep your videos short and concise, with a clear call-to-action.Use high-quality visuals and editing to make your videos stand out.

Scheduling Posts with a Social Media Management Tool

Use a social media management tool, such as Hopper HQ, Buffer or Hootsuite to schedule your TikTok posts in advance.Plan your posting schedule across multiple social media platforms to ensure consistency.Use analytics to track your performance and adjust your posting schedule accordingly.

Posting on TikTok: Frequency and Strategy

Post consistently on TikTok to build engagement and grow your audience.Aim to post 1-4 times per day, which I know for some people feels a lot but then you can test how your content is received.Use a mix of promotional and engaging content to keep your audience interested. You can also consider these posting times against other social media platforms or you might like to schedule posts. Test and Measure all the time so you find the optimal posting times and continuously track the tiktok algorithm.

Analyzing Your TikTok Performance

Use TikTok analytics to track your performance and adjust your posting schedule accordingly.Monitor your average watch time, engagement rate, and other metrics to optimize your content.Use data to identify trends and patterns in your audience’s behaviour. There creator tools that will help you get the best out of your tiktok content. What is also a good idea is to write down the posting time and the then what engagement you got because ultimate you want to find the best time to post on Tiktok UK.

Competitor Analysis

Analyze your competitors’ posting schedules and strategies to gain insights.Identify gaps in the market and opportunities to differentiate your content.Use competitor analysis to inform your own posting schedule and strategy.

Tips for Growing Your TikTok Account

Use hashtags to increase your visibility and reach a larger audience.Engage with your audience by responding to comments and using duets.Collaborate with other TikTok users to reach new audiences and build relationships.

Conclusion

Finding the best time to post on TikTok requires understanding your target audience and their online habits.Use analytics and experimentation to determine the optimal posting schedule for your social media calendar.By posting consistently and using a social media management tool, you can boost engagement and grow your TikTok account.

 

About the Author:

Gordon Glenister is an international expert on influencer marketing and membership. As 11 years at the helm of leading trade association, he has been instrumental in the setting up of the influencer channel of the Branded Content Marketing Association and also the Meetings and Events Support Association.

IN CONVERSATION WITH RORY SUTHERLAND – “INVENTORS OR MARKETERS?”

In this special episode titled “Inventors or Marketers?” we look at back at some the best ads over the years with the legend that is Rory Sutherland. In this live podcast recording, Gordon Glenister host of the Influence Global Podcast, author of influencer marketing strategy and founder of the Influencer division of the Branded Content Marketing Association interviews the legendary advertising guru that is Rory Sutherland.

The talk celebrated the most influential advertising campaigns over the last 40 years and asked the question “were the creatives behind them great marketers or awesome inventors”.The event took place at Home Grown Private Members Club in London.

THE TINDER OF INFLUENCER MARKETING FT. SARAH SAFFARI

In this episode we talk about how to build longterm campaigns with influencers and not the quick short term campaigns that don’t always yield the results that brands so easily search for. Our guest Sarah Saffari is an entrepreneur and business leader who runs a boutique influencer marketing agency, InfluencerNexus, specialised in matchmaking between brands and influencers.

She has worked with various organisations, from CPG brands, fashion, and hospitality, to technology innovators seeking to disrupt their market. InfluencerNexus helps B2C brands drive awareness, engagement, and conversions through cohesive influencer marketing campaigns across channels.