The numbers are in…and it’s not about the numbers. Through our partnership with Tribe Dynamics, we’ve found that beauty brands making the highest quality social media in-roads are doing so through super-engaged online publishers — bloggers and social media posters who get tons of comments and feedback. Further exemplifying this as a cross-industry trend were certain key Fashion Week invitees.
While AdWeek reports that completely digital news outlets now warrant front-row seats at the tents, smaller online publishers are getting their due, too, as brands catch on to the high-quality audience they’re particularly well-positioned to deliver. kate spade new york, for instance, invited the blogger Jen Hsieh to its presentation; Hsieh has a loyal following across her blog, Facebook (839 likes), Twitter (842 followers), Instagram (567 followers), Pinterest, and Tumblr. Phew.
You might have noticed that none of those numbers hits four digits, which you’d think would be required by a national label, but guess what? That’s not the point. Rather, every one of Hsieh’s posts, on any of these platforms, is guaranteed to garner comments, re-blogs, likes, and other feedback. Her followers are very clearly paying attention, perpetuating a conversation about everything she puts up. It’s like high school English class — participation counts.
While kate spade new york was Hsieh’s first Fashion Week invitation, her bigger counterparts are everywhere. Keiko Groves, of Keiko Lynn, for instance, Instagrammed pictures from Nanette Lepore, Katie Gallagher, Alice + Olivia, Steven Alan, Trina Turk, and Rebecca Taylor. By contrast, Grove has 23,527 Facebook fans and 18,145 Twitter followers. Something Hsieh can look forward to just a little further down the line?
These are just a few examples; an industry is cropping up to get newer faces like Hsieh and labels like kate spade new york into one another’s company. The two joined forces through Fohr Card, whose business is to pair online influencers with brands. Companies pay to access Fohr Card’s database on influencers’ reach; heretofore, their statistics were solely based on traffic and social media followings. However, the start-up recently updated how it ranks its influencers, by including statistics on engagement, based on likes associated with individual posts and the rate at which members’ followers grow.
While the question as to what, exactly, big brands are supposed to do to make the most of their thousands upon thousands of online media acolytes has yet to be satisfactorily answered, much smaller players are proving their mettle, and their worth, through their own engaged superfans. The subsequent online influencer-brand partnerships make sense. With Fashion Week now accessible via the right bunch of hashtags, seeing new looks through an edited eye — even if that eye is “only” a well-regarded blogger’s — is an increasingly key way to get a refreshing take on the shows to an audience that really cares.
Disclosure: kate spade new york is owned by Fifth & Pacific Companies, Inc., the sponsor of this site.