Glossier’s 300 New Jobs, Making it as a Fashion Designer & Facebook Engagement Tricks

Fashion PR Marketing News

Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

...for the week of July 10th, 2017

Daniella Ambrogi, North America VP of Marketing for Lectra explains what it takes to be a successful designer today (via WWD)

One restaurant is trying to ensure better quality user-generated photos with an "Instagram kit" (via Mic)

25 of some the most inspiring women talk all about confidence (via The Cut)

This one Versace family member chose to pursue a career in something other than fashion, and you'll never guess what it is (via Fortune)

Adidas and Refinery29 team up with female artists to create a one-of-a-kind collection of sneakers to be auctioned off for charity (via Ad Week)

Easily get more likes, shares and comments on your Facebook posts with these 3 tips and tricks (via PR Daily)

Follow-up emails are tricky. Here's how to do it right (via Fast Company)

Ads for fake shoes, electronics, clothes and even real estate on Instagram raise concerns about the platform's reputation (via Digiday)

Casual dress codes are in and professional clothing is out! (via Racked)

Glossier announced that it will be expanding , launching retail stores and creating almost 300 new jobs (via Refinery29)

PR Mavens We Love: Tera Leuthauser, Vice President, Bollare

Tera Leuthauser, VP at Bollare

After working at Bollare Communications for the past seven years, Tera Leuthauser was recently promoted to Vice President. Tera has significantly grown the agency's accessories business and provides strategic press direction and management for Bollare's accessories brands. Notable clients at the agency include Jason Wu Eyewear, DITA, Alice & Olivia Eyewear, Lindberg, and Vera Wang Eyewear.

As Vice President, Tera will focus on business execution and balanced growth while managing the senior team in both LA and NYC. We caught up with Tera to learn a bit more about her background and what is top of mind for her as she enters this new phase of her career.


Tera Leuthauser, VP at Bollare

Name: Tera Leuthauser
Title: Vice President
Location: Los Angeles, CA
Education: Psychology and Social Behavior, UC Irvine
Company: Bollare Communications
Twitter: @Bollare

Congratulations on your promotion! Tell us a bit about your career journey:

I always knew I wanted to work in fashion, and six days after I graduated college I moved to New York from California to make it happen.

After several internships exploring various lanes, I landed a job at Banana Republic as their PR Assistant, and started building the skill sets and base industry knowledge I needed to continue to grow. From there, I further developed my relationship and client roster at various agencies over the years, working specifically in the luxury accessories field.

This eventual expertise lead to a meeting with Alle Fister, the founder of Bollare, and we clicked immediately. I have been with the agency for over six years now, working as Accessories Director, then Executive Director, to now Vice President. Ambition, teamwork and relentless drive have pushed me to be the best that I can for a company I love.

What are your primary responsibilities?

My new role will allow me the opportunity to manage the senior teams, in both LA and NYC, and focus on overall business execution, while enabling continued and balanced growth for the agency. I will still continue to drive high level client service, advise and consult on brand strategy with our notable roster, and oversee the West Coast office at large.

Take us behind-the-scenes, how is Bollare structured?

Bollare's unique structure is part of the reason we are successful! The company is broken down into various divisions, allowing our clients to decide what makes the most sense for their end goal with our PR services. Traditional Editorial, Celebrity Seeding, Digital Management and Events & Collaborations make up our focus scopes for partnership, and then we divide even further into Accessories, Beauty, Lifestyle and Fashion.

This matrix grants us the ability to employ niche experts in each field, publicists that can focus on their one lane entirely to ensure optimal success for our clients!

What is the mood like in the office? What are you working on right now?

There is always some kind of fun, innovative activity taking place in our showrooms! From interactive previews, to shoppable gifting suites, to large-scale celebrity fittings -- we are always thinking about how to further engage and delight our contact and client base, and design out-of-the-box experiences to keep us at the forefront of our ever-evolving industry. Right now were are gearing up for a summer full of exciting initiatives, and the team is energized and thriving with the opportunity to be creative!

What is a recent success story that makes you especially proud?

Helping my team grow and develop in their career gives me the greatest sense of pride and accomplishment. We recently promoted Anna Clayton, who has been on my team for as long as I have been at Bollare. She started at the agency as an intern, and is now a Director, a much-deserved position. Mentoring her along her path, and watching her become the powerhouse publicist she is today, has been an honor and a privilege.

Most meaningful moment in your career thus far?

When I first moved to New York, I set a seemingly ridiculous goal for myself to somehow represent Chanel within five years. It only took me three. As I narrowed my focus into the accessories realm, I won the opportunity to handle the PR for Luxottica's luxury profile, including the eyewear for Chanel. I was (and still am!) so proud of this accomplishment, because it was a personal dream, and I have appreciated the opportunities it has brought my way since.

At Bollare, we have an impressive roster of eyewear clients that I have helped develop because of my expertise, we rep some of the biggest names in the industry from Vera Wang, Jason Wu and Zac Posen, to Steven Alan and Alice & Olivia.

When I first moved to New York, I set a seemingly ridiculous goal for myself to somehow represent Chanel within five years. It only took me three.

Most glamorous moment in your career thus far?

Any job is a blend of highs and lows, but I am lucky that I have been offered quite a few incredible moments with mine. One of my favorites was in New York, during an opulent dinner we were throwing for a client in The Temple of Dendur at the Met. I have this flashback of several of my colleagues and I running through the Egyptian Exhibit barefoot in long gowns, hustling to no doubt neutralize some last minute calamity, but giggling at the excitement of it all. I remember standing at the top of the Met stairs for just a minute, appreciating where I was in life in that exact moment, before kicking back to action.

Least glamorous moment in your career thus far?

Dealing with the nitty gritty of the behind the scenes business and policy aspects of the company is definitely not so glamorous. I get to send a lot of fun (ha) emails about putting additional structure and procedure in place. Those policies are important to the company's steady growth and overall health, so as much as they pale in comparison to after hours at The Met -- it has to be done!

PR can be stressful and full of rejection - how do you deal?

Wine! Just kidding (kinda). Keeping a healthy perspective on everything is key, and knowing when to call it a day versus when to continue pushing. Trusting the team and people I work with to help balance the stressors, and reminding myself to keep my eye on the prize!

What are three current favorite tools, apps, or products that you love and why?

Right now we're focusing agency efforts to develop our Beauty portfolio, and it has been super fun to test drive new skincare and cosmetic products... from sheet masks that our team found while on the ground in South Korea, to skincare tools (loving the FOREO line), to anything that de-stresses (This Works makes a perfect stress-busting roller oil that I keep at my desk) -- I'm game to try it all!

What do you wish more people understood about your job?

The effect on a business and how instrumental PR can be to its expansion and success.

While it is a fun and creative industry to work in, the magnitude of its importance can sometimes be lost in the "glamour" that is portrayed. Real money, determination, and meticulous strategy are involved to generate impactful influence.

What are you excited about right now?

This is an industry that keeps you on your toes! The flux in the media landscape, combined with the rise of digital importance, has played a huge part of how we structure, run and grow our business. Right now, our "micro-influencer" campaigns and activations are exciting to develop, as we can be incredibly innovative and groundbreaking in our methods to reach this "newer" category.

Tera Leuthauser, VP at Bollare

What's the biggest challenge facing fashion/lifestyle communicators right now?

The uncertainty surrounding the future of common practice and formula is definitely a hurdle. In years past, PR meant one specific thing, and there was a methodology to being successful at it. Now, there are so many different lanes and avenues that it takes (from celebrity influence to digital engagement) and finding what works for each client, brand or even off shoot initiative, is an art form. However, if you are up for the challenge, it can also be incredibly rewarding to determine the most impactful route.

Real money, determination, and meticulous strategy are involved to generate impactful influence.

What advice do you have for your younger self?

Enjoy the ride! Know that everything will work out the way it's supposed to if you work hard enough. But also appreciate the ups and downs along the way. It's all a learning process and each challenge creates an opportunity for growth - the journey makes you stronger in the end!

Anything else we should know?

Bollare is always on the lookout for top-tier talent... email us at

Thanks, Tera!


Food as Aesthetic, Feminist Marketing & British Vogue Hires Kate Moss

Fashion PR Marketing News

 Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

...for the week of June 26, 2017

    • Pierre Rougier went from being a political science student in Bordeaux, France, to the founder of PR Consulting (via Business of Fashion)
    • Fashion retailers Sloggi, H&M, and Marks & Spencer are launching campaigns motivating women to workout more, say no to dead-end jobs and staying silent. How do you feel about it? (via Drapers)

10 Holiday Gift Guide Pitch Tips + Sample Outreach Email

Magazines like Real Simple, InStyle, Shape and others are closing their holiday gift guides soon. This means if you haven't gotten those holiday pitches out you are missing one of the biggest PR opportunities - one that comes around only ONCE each year.

Below you'll find a 10-step checklist/tips sheet to make the most of of the remaining days in July:


  • Choose your most "giftable" items and focus on those 2-3 for holiday pitching. This is not the time to send over everything you've got.
  • Take a look at previous gift guides to get ideas about what type of products, price points and themes are likely to be planned for this year.
  • Many of the major magazines wrap up gift guides in July and August. If you miss a print deadline, pitch the online website instead.
  • Unless you can absolutely be sure you have the one-and-only, patent-pending item, avoid using terms like unique, one-of-a-kind. Instead, create a story around products that connect your product to the gifting theme of the holiday season.
  • Do something special/noteworthy! Make a popular or price-friendly item special for the holiday by offering it in a limited-edition color, offering a gift with purchase, complimentary gift-wrapping or a charitable/cause integration.
  • Assembling Holiday Gift Guides requires more effort than you'd think; if you don't hear back, keep the faith - editors will often come back months later with a sample request.
  • It's not just about the product - make sure your website and social presence are updated and align with the aesthetic of the outlets you are pitching.
  • Don’t choose to pitch items that take a long time to make or ship, or that are obviously out of season (you're pitching for winter, despite the current season!)
  • Think outside the box - HGG's are not always simply "Gifts for Her," think about other gift themes that will capture an editor's eye like "Gifts for your crazy roommate," "What to get the boss babe who has everything."
  • Do plan on doing a round of follow-up emails - when you do, try and send over something new - an image, alternate angle, or reorganize your pitch information.

Sample Pitch

Dear Liz,

It was so great to see you last week and catch up briefly - I hope that cold has firmly left the building!

As you're working on another round of always-amazing  2017 Holiday Gift Guides, I'd love for you to consider the idea of custom perfumes for a signature, one-of-a-kind gift.

Coco + Custard has developed a powerful process on their website technique that results in a beautifully composed fragrance that matches one’s personality.

For the holidays, we have gift cards available and special red velvet and gold packaging. Pricing ranges from $45 to $545.

[insert product photo]

The process of formulating all-natural, personalized perfumes is a fascinating and sophisticated craft your savvy readers will enjoy gifting to their list this year!

Please let me know if I can send over a complimentary code so you can experience the process yourself, hi-res product images or additional information.

I look forward to working together!


PS: For more help pitching magazine editors, check out this free training from our friends at MEDIA LEADS - their subscription service connects editors directly with product-based business which we LOVE (and why we are a proud affiliate partner!).

PR Industry News: Luxury Brand Group, Beach House PR & Jonesworks


Jonesworks is excited to announce their representation of five new clients: Venus Williams, EleVen by Venus Williams, MESTIZA New York, Pure Growth Organic, and XO Group Inc.

Luxury Brand Group announces its representation of Picchiotti and Assael for PR Services.

Bollare promotes Tera Leuthauser to Vice President at the West Hollywood office. This promotion is an integral part of the bicoastal communications agency's strategy to grow its client portfolio as Bollare continues to expand throughout Asia and Europe.

Boston-based Hollywood Public Relations has officially revealed its new brand under the name Hollywood Agency. The agency has launched a new website and brand identity, relocated its headquarters to Hingham, Mass. and opened a west coast office in San Francisco.

Man Made Music has named Pam Workman as its first-ever Senior Vice President, Head of Brand. This newly developed title within the agency reflects its ongoing commitment to creating new ways for brands to communicate with consumers through sound.







Do you have agency or industry news to share?
We would love to feature employee news, new client announcements, awards, partnerships and more!

Contact us at

Pitching Who What Wear, What it means when you’re “not a fit,” & Rainbow Fashion Week in NYC

Fashion PR Marketing News

 Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

...for the week of June 26, 2017

Who What Wear fashion editor, Aemilia Madden receives countless article ideas and pitches. Here's what she's looking for. (via Laptops and Small Talk)

How powerful women made history in the 1960s while wearing the famous Marimekko dress (via The New Yorker)

4 things to consider during your job hunt if you keep getting the response "you're not the right fit for the job" (via The Muse)

Gen Z NYC girls talk about their street style this summer, Spoiler: it's all about comfort and versatility (via Refinery 29)

The annoying email habit that is the working girl's dine and dash (via Career Contessa)

While decision making can be affected by multiple factors,  the tendency for an individual to agree with the majority’s position is considered by social scientists to be a universal group phenomenon (via Entrepreneur)

Rainbow Fashion week  is an eight-day series to bring awareness to social issues through fashion, film, art and technology (via Cision PR Newswire)

Founder and CEO of The Conversation and #girlgaze is focusing on empowering women and giving them a voice (via Create & Cultivate)

Esquire launches Esquire Wisdom on Google home bringing the brands voice to life and providing users with fashion, food and relationship advice (via Glossy)

Designers are fighting copyright infringement with legal action and now the help of social media (via Business of Fashion) 


3 Steps to Discuss Editorial Rejection with your PR Client

Public Relations Editor Rejection Client Management

Rejection is a part of the game. PR professionals are used to being told “no” – or worse, nothing at all –  by editors, stylists, producers, and bloggers regularly. And while it can sting, we learn not to take it personally.

For clients however, the back-and-forth between publicists and journalists, not to mention the regular practice of stories being cut at the last minute, can be frustrating and even scary. And as our clients’ direct line to the media, we need to plan and be prepared for tough conversations when pitches are not leading to press, no matter how perfectly crafted the pitch!

In order to both manage client expectations overall with regard to securing media coverage and take rejection as an opportunity to better refine strategy and messaging, keep the following in mind.

Educate your client about current media challenges

Before rejection can happen, be upfront and open with clients about the likelihood that not all outreach will lead to an immediate yes. Remind them that media are inundated with packages, calls, and emails on a daily basis – on top of the work that they need to get done. With shrinking pages, staff and titles consolidating, and magazines folding, placements are a bit harder to come by than in days past. Alert clients ahead of time that there is always the chance that their product or quote can be eliminated completely from the final edit or that you might not get a response to a pitch or product mailing.

Provide Constructive Feedback

If you’re lucky, an editor will let you know why they can’t use your client for a particular feature, but this tends to be the exception and not the rule. If you do get this helpful feedback, pass it along to your client so that they can gain a better understanding of why their products/services did not make the cut this time. More than likely, you won’t get much insight from the editor, but break down common reasons – poor photography (if the publication isn’t shooting in-house), a price point that’s too high (many outlets have pages dedicated to under $50, under $100 – if your necklace is $105, it won’t make the cut), that space was limited and an advertiser got the placement (not exactly above board yet realistic), or the managing editor preferred a brand with a stronger celebrity connection.

With shrinking pages, staff and titles consolidating, and magazines folding, placements are a bit harder to come by than in days past

While no client likes to deal with rejection, it’s helpful to know if it was due to something they can change (getting better photographs or offering promo codes for certain outlets to lower the price) or whether the decision had nothing to do with the company’s products at all.

Emphasize that Publicity is Impossible to Control

Speaking of – more often than not, being cut from a story or not getting a green light on a pitch from an editor has nothing to do with the brand at all, but simply things out of anyone’s hands. While you might think your client’s new digital marketing campaign is a perfect fit for a hot trade outlet, they might already have their editorial calendar planned far in advance, covered something similar two weeks ago –  or just cannot find a way to make it fit in their current cycle of stories. Perhaps the story direction changed and now instead of products with a green color scheme, they’re now working with only purple products.

As a savvy media expert, you were hired for your ability to keep your clients in the press. By involving your clients in the process you help to ensure they understand the landscape properly and feel included and clear on what is happening with their account. And, so that when those media hits DO happen, they understand how all the elements came together and how they can start thinking like an editor to help you to be more successful in the future.

PR Mavens We Love: Stephanie Scott, Founder & CEO, First and Last PR

beauty PR, stephanie scott

After working for fashion giants Tommy Hilfiger and Kenneth Cole and as beauty editor at Life & Style and Seventeen, Stephanie Scott was inspired to create her own public relations and strategic marketing firm, First and Last PR. Her client roster has ranged from seven-time Grammy Award Winning artist Usher to a ten city Gospel Tour with artists such as Fred Hammond and Yolanda Adams.

She is a Board Member of New York Women in Communications Inc. an active member of Cosmetic Executive Women and recently launched her own philanthropic initiative, the First and Last PR Foundation.


First and Last PR CEO, Stephanie Scott

Name: Stephanie Scott
Title: Founder, CEO, and Communicator-in-Chief
Location: Jersey City, New Jersey
Education: Spelman College, Atlanta 
Company: First and Last PR
Facebook: @firstandlastpr

How did you get get started in the industry?

I started my career as a beauty editor before working as Director of Public Relations for a luxury skincare company. After a lot of hard work, I was promoted to Global Director of Marketing and Communications, responsible for worldwide communications.

I left after receiving an offer to work with Usher on his OMG tour - which I loved! After the tour ended, I decided to leave entertainment and go back to beauty. I learned so much from that experience and finally had the courage to start my own company. The idea was in my mind for awhile, but I finally decided to just go for it.

What are your primary responsibilities?

I'm responsible for coming up with new and innovative ways to communicate our client's needs to a broader audience.  I help clients explore new business opportunities and strategies to maintain the vision and integrity of the brand. 

How is your agency structured?

We work as a true team in an open space for team collaboration and idea building.

What is the mood like in the office? What are you working on right now?

We're upbeat and happy, but focused on the work. It's summertime so we have a lot of client launches and events. In addition to public relations and social media, we also work on event planning and production, so it's usually super busy. We all work closely together for flawless execution and communicate really well for great brainstorm sessions.

What is a recent success story that makes you especially proud?

We launched our First and Last PR Foundation to help educate and empower women in the cosmetics and communications industries. I've been fortunate to have a lot of mentors guide me throughout my career and I am honored that we are able to give back as well.

Our first fundraiser will be on September 26th at Ripley Studios in NYC: and we also opened an Amazon Smile account to raise funds through everyday purchases.

Most meaningful/memorable moment in your career thus far?

Winning PR awards feels really coo (ed. note: First and Last PR won the Community Involvement Petit Award at the BCAs). I don't believe in doing things to be seen but when you look back and someone says, "great job", it feels really good.

We launched our First and Last PR Foundation to help educate and empower women in the cosmetics and communications industries.

Most glamorous moment in your career thus far?

That's a tough question... unloading boxes in a hotel laundry center before an event? I'd have to say having my headshot done by famed photographer Keith Major, who I've known since I was a beauty editor. Merrell Hollis did my makeup, Derrick Scurry styled my hair and Leonard Bridges styled my wardrobe. It was magical!

Least glamorous moment in your career thus far?

Unloading those boxes... I had to meet the delivery truck in the loading dock next to the garbage bins. #notsexy


PR can be stressful and full of rejection - how do you deal?

It can be but that's life. I try to do the right thing all of the time so if something doesn't go as planned, I can look at the situation and say I tried my best. At the end of the day, that's all you can do.

What are three current favorite tools that help you to do what you do?

  • Canva makes really cool layouts.
  • Caato Time Tracker helps keep track of all hours spent on our accounts.
  • The iHeart Radio App  - I can work without music but prefer to jam when I can. I also use iMovie on my phone to make fun social videos.

What do you wish more people understood about your job?

I wish people understood that I do my job because I love it and I believe in the brands/people we work with. That's what motivates me. Good people. Being fair to one another and doing the right thing. It has to be good.

Also, great PR takes time. I've worked in-house so I understand the need to see immediate ROI.  We take a layered approach, but it's really important to work with your PR team and have realistic expectations. We try to under promise and over deliver, as one of my mentors taught me.

For newbies in the industry, it takes work but that's how you learn to be great. Everything looks so cool on Instagram and Insta-storiess, but we don't (usually) post the un-glam stuff.

What are you excited about right now in terms of industry trends?

I love all of the authenticity that we're seeing lately. It used to be so hard for niche brands to get any shine, but we're seeing so many innovative brands have a voice. It's really cool to meet the brains behind the brands and see all of the cool ways that consumers are reacting to them.


First and Last PR CEO, Stephanie Scott

What's the biggest challenge facing fashion/lifestyle communicators right now?

Helping clients decide on the best launch strategies when everyone's looking for immediate ROI. E-Commerce is more popular than ever right now. I love social media but with the immediacy of Snapchat and Insta-stories, it's really hard to keep good news quiet. This can be a good thing, but I also love working with editors on larger pieces; I never want anyone to feel scooped.

What advice do you have for your younger self?

I'd tell my earlier self to keep pushing and kicking butt. You're having fun now but the best is yet to come.

Anything else we should know?

I'm extremely grateful to be able to do what I love. Growing up, I did not know about careers in cosmetics or communications. There's a whole world available to us. Be creative and limitless in your pursuit of happiness. We recently launched the First and Last PR Foundation and I'm excited to see where this new chapter will lead us and who we will meet.

Thanks, Stephanie!


What makes a great interview, Coca Cola’s Influencer Marketing Secrets & Making the Most of First Days at a New Job

Fashion PR Marketing News

 Fashion PR Fridays: Top Fashion, Public Relations, Marketing and Social Media News

...for the week of June 19, 2017

The first day of any new job is sure to come with a bundle of nerves. Here are tips on how to make a lasting impression on your new team (via Career Contessa)

Small fashion brands are beating out bigger brands by keeping up with market changes, faster than before (via Business of Fashion)

Jesse Thorn, founder of and podcast The Turnaround, explains what makes a great interview (via Poynter)

3 essential tips for prepping for your new PR job (via Allyson Conklin PR)

Nicole Giordano, founder of StartUp Fashion is "a big proponent of the concept of building a business around the life you want" (via Filippa K Circle)

Prabal Gurung's collaboration with Lane Bryant revealed fashion still has a ways to go with embracing plus-size clothing (via The Muse) 

Amazon Prime Wardrobe will let you buy and return with ease (via TechCrunch)

J Crew's own Millard "Mickey" Drexler admits he misdiagnosed the impact of digital  (via The Wall Street Journal)

The boom in young people turning to cosmetic surgery is linked to social media pressure (via BBC News)

Always good to take notes from the big kids; Coca-Cola, Dell and PayPal share influencer marketing tips (via Entrepreneur)

Junior Publicist

Position: Junior Publicist
Company: Style House PR
Location: NYC
Learn more

How to Develop a Voice & Style Guide for Your Social Media Team

Kaylee Griffin photo of women at event

Social media has evolved to become an integral part of our daily lives. Commercially, social media has also become one of the main tools companies use to directly target and reach consumers with measurable return. For PR firms, it is important to develop and maintain a consistent style for all client social media accounts in order to ensure effective and consistent social media outreach, and it’s smart to develop a template you can use with all clients – a style and resource guide that will make it easy for anyone on the team to hop in and build out ideation and content that is aligned with social goals.

1. Social Media Access

There’s nothing worse than to find that a password has been changed. Start your guide with all email addresses, passwords and password hints that may be necessary.

2. Clarify the brand requirements

In this section, identify the profile photos, taglines, bio copy and any social-media specific logo usage. Provide an overview of voice and tone and target audience; who are you speaking to primarily through your social outreach?

Identify key hashtags, general hashtag usage, emojis and how each should and shouldn’t be used across different platforms. If there are certain products that need to be referred to in a specific way, hashtags or words to never use, this is the area to list out brand requirements. When sourcing found content, what was the source/crediting requirements?

3. Plan for measurement

When it comes to links, is there a preferred link shortener used to track clicks? Do links need to be appended with a Google tracking code? Identify how you will track and report on results (and where prior KPI reports are located to anyone new to the account can easily see past performance).

4. Develop daily/weekly themes

How will you identify, develop, produce and publish content? What types of content will you use most often – images, videos, infographics etc. What are approved places to source unoriginal content and how often can those be used in lieu of brand images? 

An easy way to ensure consistent content creation is to develop daily, weekly, or even monthly themes that drive content decisions. A section for key quarterly themes, products to promote, events to align with or impending press can be easily swapped out as needed. Don’t forget official (and less official) holidays too!

5. Identify top publishing times

Once you have content guidelines set, it is important to decide when to schedule posts on various platforms. Check this infographic for a guide to the best and worst times to post on professional platforms such as Facebook, Twitter, and LinkedIn.

In your style guide, note how often the brand intends to publish across each platform, keeping in mind the geographical locations of key audiences and making sure there is new content going out at ideal times for all followers.

Ultimately, social media marketing should be a very fun and creative process. By creating a strong social media voice and style guide, your social media posts will be sure to follow as well as strengthen your team’s ability to drive results through a robust social presence for your clients.

Time’s up: 3 Reasons You Need to Start Producing Brand Video Content NOW

Remember the good ol’ days when we gathered all of our daily news from printed newspapers? In the digital age we live in today, media is constantly reforming, improving, and innovating into more exciting and effective ways of reaching consumers. Specifically, video platforms have become the new hottest means of reaching consumers as new platforms are introduced and integrated into our daily lives. Videos come in all shapes and forms, from social media-based platforms such as Facebook, Instagram, and Snapchat to video streaming websites like YouTube, YouNow, and Periscope. Videos provide much more than merely entertainment purposes; they are able to market products in a personalized and interactive way.

Cisco predicts that in 2017, online video will account for 74 percent of all internet traffic. Already 55 percent of people watch videos online every day (500 million of those on are Facebook, and 150 million people are watching Instagram Stories daily).

If the idea that nearly three-quarters of all internet traffic will be video-based, here are three more reasons you need to add a video creation strategy to your promotional efforts – stat!

Watching videos requires minimal effort (this is good news)

Let’s be honest, our media consumption habits have changed. Your average consumer is not going to read article after article, or view ad after sponsored post, instead she is scrolling and searching for content to capture her interest. Unlike a commercial, a visually appealing, creative and entertaining or educational video is easily consumable and requires very little effort. With the rise of fake news and sponsored testimonials, consumers are more likely to question integrity and honesty of reviews. Brands can get ahead of this issue by developing rapport and loyalty through a video host or spokesperson, or simply by demonstrating values like transparency and honesty through the content itself.

Now, you’ve got about 3-seconds to capture interest and keep your viewer watching, so the faster you can communicate the value the better – from eye-catching visuals to an enticing headline. When developing videos for social media platforms, keep in mind how and when your target might be viewing your content. Including closed captions and subtitles on video improves engagement and SEO so consider the value on ensuring your video’s message is communicated during silent auto-play.

You can put customized videos into your emails

A company newsletter risks being mis-categorized as spam, or simply glossed over after the first few land in a consumer’s inbox. However, you can increase those open rates (which will help with deliverability) by inserting a lively video in anything from a product confirmation email to a shopping cart abandonment notice. Now, video embedding is not supported across major email clients, such as Gmail and Yahoo, but you can insert a screenshot image of your video and link to a landing page or YouTube page. 

Video is a creative playground

One of the best features of social media is its immediacy. Especially with the introduction of live streaming through Facebook Live for example, businesses, media and influencers are able to directly interact with their audiences, forming more intimate relationships that ultimately translate into trust. The good news is that once you get started, you can take advantage of a single video shoot and utilize it for a multitude of platforms, resulting in a highly efficient content batching strategy.

Videos can be in a variety of different forms including the following:

  • Instructional: Whiteboard and illustrated videos are a great way to break down a complicated product or concept
  • About us: create an emotional connection with a brand welcome video
  • Q&A Sessions: Q&As can either come from preselected questions or live interactions
  • Product use: Invite employees or influencers to demonstrate how the brand fits into their day
  • Timelapses and montages: Show process (great for beauty and wellness) or behind-the-scenes footage
  • Live streaming: Connect with audience in real time and showcase personality

Videos are much more effective than traditional media because of the interactivity of the medium fosters a high level of engagement that can make brands more relatable and products in high demand while giving overall credibility a boost. Start investigating the role of video content in your overall marketing mix now to reap the rewards.

Micro-Influencers are #Trending – Here’s What You Need to Know

Written by Rebekah Carter

The chances are that, by now, you’ve heard of the benefits of influencer marketing when it comes to growing businesses as a PR professional or marketing expert. A great thing about influencers is that they allow you to borrow authority and market impact of other people within an industry and use it to show the value of the brand you’re working with. For experts working with smaller businesses, this can be a great way to develop the trust that those startups have yet to create.

The statistics speak for themselves:

The problem is that growing businesses usually don’t have the budget to fork out hundreds of thousands of dollars for an influencer mention. Even if you could afford the price of a macro influencer, you might find it hard to get their attention in a crowded marketplace. So, what’s the alternative? Micro-influencers.

What defines a Micro-Influencer?

The simplest answer is that there is more than one type of influencer out there. Some work specifically in certain niches, whereas others are high-authority celebrities that are willing to support various products for the right price. While a “macro influencer” is someone like Kim Kardashian, micro-influencers are “everyday” people – usually those with fewer than 1 million followers on Instagram and Twitter.

Although reaching out to micro-influencers might seem counterintuitive to businesses desperate for growth and reach, studies indicate that micro-influencers may be more cost-effective and successful than their macro counterparts. According to Markerly, people with fewer than 1,000 followers get an 8% like ratio, while influencers with between 1-10 million followers have a ratio of only 1.7%.

Another study by Expertcity found that:

  • Micro-influencers are considered to be 10% more knowledgeable than the public.
  • 82% of customers are very likely to follow micro-influencer recommendations
  • Micro-influencers have 22.2 times more buying conversations.

What Are the Benefits of Micro-Influencers?

Perhaps one of the most obvious benefits of micro-influencers is the fact that they’re easier to access than standard influencers. Micro-influencers are often far more affordable than their celebrity counterparts.

The more micro-influencers you can use for your marketing campaign, the more you’ll be able to access the interest of  a larger yet more targeted group of people. Unlike big-name celebrities that charge hundreds of thousands of dollars per post, around 97% of micro-influencers charge less than $500.

The financial aspect of micro-influencers isn’t the only benefit they offer. Micro-influencers give your customers a chance to relate authentically to your brand. After all, it’s sometimes harder for celebrity influencers to be really convincing to their audience when sharing promotional posts. However, micro-influencers are just like their followers. Customers find them approachable and realistic, which means that their branded suggestions appear more like recommendations from friends then marketing stunts.

Engaging Micro Influencers

Micro-influencers are often easier for PR experts and marketing companies to reach out to than macro influencers. Many celebrity influencers are very selective about the companies they work with and the products they will endorse.

On the other hand, micro-influencers are often friendly and willing to work alongside any brand that fits with the online community they have already created. When reaching out to a micro-influencer, start with researching them and designing a persona for the campaign you want to create. Once you know your average consumer and where they are most likely to go for product advice, you’ll be able to start pinpointing influencers correct for your campaign.

Keep in mind the different types of incentives that appeal to different influencers. For instance, a food blogger might enjoy invitations to review specific restaurants, whereas beauty bloggers are more drawn to new releases and exclusives. Learn what you can about different micro-influencers in your industry before you reach out.

Always be authentic with your messages, and let your micro-influencers know not only what you’re willing to offer them for working with you, but also what their connection with you could do for their audience. Often, micro-influencers put their fans first, so make sure that you outline the value you can give their followers.

When you’re done, you’ll find that the right micro influencers boost your sales, enhance SEO, and develop much-needed trust for your budding brand!

About Rebecca

Rebecca Carter is a professional copywriter and blogger with an interest in all things finance, business development, and health. Writing for a number of organizations such as Baggetta & Co., she has a number of years of experience in the lifestyle, financial, and business markets, and a keen eye for the latest industry news.