The Social Crumb. Issue 21

May 22, 2024

May is in full swing and we're here with fresh marketing insights! 🌺

This week, we’ll cover:

💄 Sephora’s viral in-store video

🍪 The latest bite-sized social news

🔧 A tool to reduce creator campaign chaos

🕔 How brands can find micro-influencers faster

🌟 And more!

Let’s dive in.

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How Sephora’s Simple Beauty Advisor Video Scored 2.3 Million Views 👀

Branded content on TikTok doesn’t have to be rocket science.

Instead of trying to crack the algorithm, so many brands would benefit from going back to basics. No more gimmicks or awkward attempts at trendjacking!

Just get real people on camera talking about their legit love of your products.

And heck, those people don’t have to be customers or even creators.

This video from Sephora highlights how a super simple video featuring employees on camera has the potential to pop off on TikTok.

The assignment? Four Sephora brand advisors sharing their current in-store favs. 

Seriously. That’s it. 

In just 27 seconds, the advisors spill the tea on a wide range of beauty essentials. Despite its simplicity, the video earned a staggering 2.3 million views and plenty of eager commenters hungry to learn more.

Why We ❤️ This:

  • This video balances credibility with authenticity. Sephora isn’t shy about the fact that its employees (and not customers!) offering their product recs. That’s what makes this work, though! The advisors casually and confidently list their personal favs, making their recommendations seem more meaningful.

  • Bite-sized interviews have a built-in hook. This TikTok format is a proven winner for brands to engage viewers. Beauty buyers on TikTok love quick tips in contrast to more in-depth tutorials which are likewise popular.

  • This viral format is easy to repeat. The fact that Sephora has made a series of “beauty advisor” videos is telling. This is the type of video that be filmed in a few minutes and also requires minimal edits. Work smarter, not harder!

Check out the full video here! 👈

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Snack-Sized Social News 🥨

Social news moves fast. Here are a few headlines to keep you in the loop:

Is Something Missing from Your Influencer Marketing Toolkit? 🛠️

Creator campaigns are so much more than most brands bargain for.

(Okay, that’s the understatement of the year 😜)

Getting influencer content doesn’t happen without serious organization. Conducting outreach, managing shipments and tracking posts is just the tip of the iceberg.

And managing all of the above without some sort of tool is a recipe for chaos.

Spreadsheets are life savers for brands new to creator collabs. Granted yours is set up to reduce as much manual entry as possible.

That’s where our influencer campaign management spreadsheet comes in!

We structured our tracking tool to seamlessly guide you through every stage of campaign management without getting bogged down. 1000s of brands have already used it as a kick-off point for scaling their collabs!

With this tracking tool, you get:

💻 A ready-to-go influencer campaign spreadsheet

📝 The ability to add, adjust and modify your metrics without getting lost

🖇 Simple tips to help you manage your campaigns from A to Z

😍 And more!

4 Ways to Find Micro-Influencers Faster 🔎

Food for thought: nearly two-thirds of brands ran micro-influencer collabs in 2023.

But despite being so popular, small creators are notoriously tough to find.

Because unlike celebrities and career influencers, they’re much less in-your-face.

Ironically, “smaller” creators often produce the biggest results for brands when it comes to reach and engagement rates. That’s why they’re in such high demand.

In this new post, we dig into proven ways to find hidden influencer gems faster!

Here’s what you’ll learn:

  • 🤳 Where to find niche creators across TikTok and Instagram

  • 🔎How to uncover super-specific search terms to reveal relevant creators

  • 📊 Why most influencer discovery platforms feature so few micros

You can read the full post here! 👈

See you again in two weeks for more Social Media news!