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288 episodes - English - Latest episode: about 1 year ago -eCommerce, retail and creator economy news from BANKNOTES
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Ugly ads don’t mean bad ads: Try these expert tips for high-intent ads
March 23, 2023 04:00 - 16 minutes - 15.3 MBHave you ever come across an ad while scrolling through TikTok that feels just like any other video on the platform—so much so that it hardly feels like you’re watching an ad? Do you know what makes these ads work so well? They’re engaging, follow popular trends, and, most importantly, feel as authentic as other online videos we see from our favorite creators. Unfortunately, many marketers avoid creating this type of content because it “appears ugly,” discounting the ad’s effectiveness. ...
How and why luxury fashion brands are focusing on sustainable alternatives
March 23, 2023 04:00 - 15 minutes - 14.3 MBLuxury fashion has a problem. According to McKinsey, the industry is responsible for over $2 billion in greenhouse gas emissions every year. That’s roughly 4% of the world’s total output. For added context, luxury fashion puts out the same amount of greenhouse gasses as France, Germany, and the UK. Combined. While these stats are horrifying, this issue isn’t only about the survival of the environment. It’s also a threat to the survival of luxury fashion brands. ... (READ MORE)
Does it still cost 5X more to acquire customers than to retain them in 2023?
March 21, 2023 04:00 - 13 minutes - 12.8 MBFun fact: “Adidas” does not stand for “All Day I Dream About Sports.” It’s short for Adi Dassler, the company’s founder. Yet, if you repeat a factoid often enough, it has a way of entering the zeitgeist. That’s especially true for statistics ringing with truth. Case in point: everyone knows it costs 5x more to acquire customers than to get customers to return. This factoid (this time in “10x” form) even appeared in “The Office,” when an intern attending business school at night quizzed ha...
Six creator couples share how they work together while in a relationship
March 21, 2023 04:00 - 18 minutes - 16.7 MBRelationships, whether romantic, platonic, or familial, are essential for any human being to thrive. Even when these relationships are complicated or situational (see: situationships), they allow us to learn new things about ourselves, explore the parts of life outside our comfort zone, and ultimately help us evolve as individuals. Back in my day, when it was time to announce a new relationship, we would take to Facebook to change our single status. Something about that “in a relationship w...
SEO for social media (Yes, social media)
March 21, 2023 04:00 - 16 minutes - 15 MB“Google it.” It used to be one of the most ubiquitous phrases in search. Like Kleenex for tissues, Google is the brand nomenclature for an entire action. But now it may be one of new media’s next casualties. TikTok, Twitter, and other social media platforms are becoming the new search engine stars. This is partially by design. “Search it with TikTok,” says a recent TikTok ad in the UK. “Learn it with TikTok.” You can practically hear steam coming out of the ears (er, servers) over at Goog...
Beauty brands are (Finally) turning to male influencers
March 13, 2023 04:00 - 9 minutes - 8.99 MBWith millions of dedicated followers who religiously watch their favorite content creator as soon as a new video drops (or heavily engaged in whatever drama the creator is embroiled in at any given time), it makes sense that the beauty industry as a whole is finally catching on to the idea that viewers love watching creators, regardless of gender, showcase personality and creativity in an entertaining format. Add in TikTok or Instagram, and male beauty creators worldwide are growing audienc...
What is the future of the creator and influencer economies?
March 13, 2023 04:00 - 22 minutes - 21 MBWho knew something as simple as fresh dough could attract video views? It’s not a trick question. In applying surgical precision to its creator campaigns, KitchenAid nailed it. KitchenAid had access to first-party data from Trusted Media Brands. Two-thirds of TMB’s reader panel, for example, owned stand mixers. TMB’s readers were four times more likely than average to categorize themselves as a “holiday enthusiast.” And 55% of a Taste of Home kitchen survey respondents were looking for help...
This year’s Super Bowl creator-marketing wins that brands should emulate for next year
March 13, 2023 04:00 - 12 minutes - 11.6 MBBrands choosing to partner with America’s favorite celebrities is almost a bigger tradition than the Super Bowl itself. In the past, we’ve seen ads from Dolly Parton, Timothée Chalamet, and Will Ferrell. This year, like in previous years, there was no shortage of A-list celebrities placed front and center of the most coveted advertising slots. Celebrities ranged from Serena Williams, Alicia Silverstone, Melissa McCarthy, Bradley Cooper, and John Travolta. But—here’s the thing. Do you remem...
HOORAE’s Tiana Harris on their partnership with Walmart
March 07, 2023 05:00 - 11 minutes - 11 MB“I’m rooting for everybody Black.” ✊🏾 This statement has been echoed by Black creators both on the internet and in our everyday conversations since it was infamously spit like a bar by Issa Rae at the 2017 Emmy Awards. Since then, it has become a slogan for the culture, and it feels like a motto rooted in community and provides a sense of home for Black creators who haven’t always felt seen. ... (READ MORE)
Short-form video: How influencers are tackling ever-decreasing attention spans
March 07, 2023 05:00 - 11 minutes - 10.4 MBThe average attention span is shrinking. In fact, a recent Microsoft study found that our attention span is down to about eight seconds or less. This extends to attention spans while browsing the web. And in the creator economy, those eight seconds are precious currency. There’s no doubt that in recent years, short-form video has either created this trend or capitalized on it. And it’s officially a trend creators can’t afford to ignore. ... (READ MORE)
How creators and influencers over 40 are carving out a space on social media
March 07, 2023 05:00 - 12 minutes - 11.8 MBLeonardo DiCaprio may prefer young models, but that doesn’t mean the rest of the world does (Zing!). This rings especially true regarding which creators represent brands on social media platforms. Over the past couple of years, social media users have been explicit in asking for content from brands and creators that’s authentic, diverse, and inclusive. In short, social media users are begging for real. ... (READ MORE)
What responsibilities do sustainable brands have to educate (without) alienating customers?
March 07, 2023 05:00 - 9 minutes - 8.31 MBStriking a balance between creativity and appealing to customers is often a tenuous one for marketing teams. Add in the massive competition for traffic and sales, and you might find a brand or two swinging for the fences only to end up striking out spectacularly. There’s also the fact that brands are constantly looking for new ways to stand out and achieve goals. As customers, we often praise brands taking daring approaches. We’re more apt to see brands making waves than observing the st...
Amazon influencer program secrets: Why UGC creators need to get started now!
March 07, 2023 05:00 - 20 minutes - 19.2 MB“It's just crazy how Amazon has all these little sneaky things that you would never know about.” When 24-year-old Emma Lorrae started her UGC creator business in May 2022, she knew her passion was to be an entrepreneur and create content for brands. But it can be scary to start your own business–let alone walk away from a corporate job to run your business full-time. However, less than a year into her endeavors, Lorrae is already making over $8K per month as a UGC creator and through inf...
Influencers are changing the niche fragrance game
March 07, 2023 05:00 - 10 minutes - 9.95 MBThe relationship between fragrance and advertising has been long. As a category that relies on olfactory receptors first and foremost to attract and persuade, emerging brands must get creative with how they market to consumers. From packaging to media, fragrance brands can’t rely on some of the more traditional elements of beauty marketing: before and after pictures or product benefits, just to name a couple. ... (READ MORE)
Content not performing? How to create platform-native content that drives results
March 07, 2023 05:00 - 20 minutes - 18.6 MBYou’ve seen it a million times in the DTC and B2B worlds. A company will take the same piece of content and plaster it across the brand’s various social media channels. The results? Lackluster. Maybe it will get engagement from the social media manager (SMM) who posted it—and, if they’re lucky, the SMM’s mom. (Provided they’re on Twitter, of course.) What’s wrong with this strategy? Aside from the fact that it never works, it’s rare to see brands—especially B2B companies—dive deep into ever...
The role of creator marketing and influencers in the B2B world
March 07, 2023 05:00 - 21 minutes - 19.9 MBWe’re used to seeing it in the DTC world. When you pull up TikTok, Instagram, or Snapchat, you’ll see unique creator-made videos promoting sponsored content. And, if you’re like other TikTok users contributing to #TikTokMadeMeBuyIt’s 36.7B views, you’ll probably make a fun new purchase. Creator marketing (especially influencer-generated content) works wonders in the DTC world. Influencer Marketing Hub reports that 60% of marketers said influencer-generated content performs better and driv...
The rise of the LinkedIn influencer (and what it means for the creator economy)
March 07, 2023 05:00 - 16 minutes - 14.7 MB“My content was viewed over 75 million times this year.” If we asked you to guess who said that, who would come to mind? A TV star? An artist talking about their 2022 Spotify downloads? A Kardashian? It was, in fact, Tobi Oluwole. And rather than knowing him from Spotify or your favorite Netflix series, you might have seen him doling out advice to underpaid and unfulfilled employees on LinkedIn. Most people might not group LinkedIn with mega-creator platforms like YouTube and TikTok. TikTo...
Top influencer marketing trends for 2023
January 10, 2023 05:00 - 18 minutes - 17.3 MB2022 was a successful year for influencer marketers, and things are looking up in 2023 as well. While influencer marketing and creator partnerships will help brands grow and capture more sales, it’s also essential to keep a pulse on marketing, influencer, and industry trends.
Where are brands finding new talent? Hint: It’s not LinkedIn
January 10, 2023 05:00 - 7 minutes - 6.77 MBThere’s been talk about ‘Quiet Quitting’ and the ‘Great Resignation’ over the last two years, which means brands wanting to fill positions and needing employees have to take a good, hard look at what they’re offering how they’re reaching potential candidates.
How marginalized creators are using “algospeak” to bypass the algorithms and reach wider audiences
January 10, 2023 05:00 - 10 minutes - 9.71 MBIt’s known as “algospeak,” and its premise is simple. Some online platforms use algorithms to censor or ban content by seeking out key phrases. Creators find sneaky ways of not saying those phrases while still getting their basic meaning across to their audience. Algorithms becomes Al Gore Rhythms. Dead becomes unalive. Sex becomes seggs. It’s not just a snarky way to avoid TikTok or Twitter dinging your content and sending you to the digital equivalent of a timeout. For some, it’s a necessi...
TikTok trends from A-Z for 2023
December 22, 2022 05:00 - 19 minutes - 17.4 MBYou already know TikTok is the new “it girl” of social media. TikTok is only eight years old and already has more than 1 billion monthly users, or more than one-eighth of the world’s total population. You also know TikTok is the hottest marketplace for online window shoppers. Most recent stats show TikTok generated an estimated $4.6 billion in revenue in 2021. (If everyone on TikTok gave me $4…) It’s uncontested. TikTok is where brands need to be to find new customers and make sales. Bu...
What we can learn from China’s commerce trends
December 22, 2022 05:00 - 16 minutes - 14.7 MBWhen it comes to commerce tech, China is in its own world of innovation—one that much of the Western world hasn't even started catching up to. Ecommerce is currently a trillion-dollar industry in China, and over half of the world’s eCommerce transactions take place in China. Meanwhile, in 2021, the U.S. saw $870 billion USD in eCommerce sales. Canada saw slightly over $53 billion USD. China’s leading tech innovation is a top reason for its place as a global commerce leader. Many of the w...
How a dentist is rooting his new-patient strategy in TikTok
December 19, 2022 05:00 - 12 minutes - 11.3 MBWhat comes to mind when you think about your local dentist's office? Most likely, you’re thinking of a grey aesthetic, maybe some generic artwork, and an hour of your life that you wish you could be spending elsewhere. This is a reality that Dr. Suhail Mohiuddin—more commonly known as Dr. M—knew when he and two of his friends started a dental practice in 2013: “If you look at NPS scores of dental offices, the average dental office has a score of one, which is somewhere between standing ...
Why brands are hiring TikTok creators to run their social media
December 19, 2022 05:00 - 14 minutes - 13.3 MBTikTok is a social media anomaly. For starters, it’s been growing like wildfire. GWI reports TikTok has grown its monthly user base by more than 32% since 2020, with more than 150 million current active monthly users. Additionally, while TikTok started as an entertainment platform, it’s now one of the hottest social selling tools and an outstanding way for brands to penetrate new audiences and capture customers. In the fourth quarter of 2021 alone, TikTok reached $824 million in user spendi...
Top ways brands can obtain quality UGC and connect with influencers and creators
December 19, 2022 05:00 - 14 minutes - 13.6 MBRemember the old adage that word-of-mouth is the best form of advertising? Well, social media is officially the new word of mouth. Social media allows consumers to share your brand, and it helps you connect with consumers, build trust, and develop a community. And, now there’s a way you can leverage the power of digital word of mouth marketing to also produce more impactful content at a reduced cost. Enter user generated content (UGC). UGC is exactly what it says on the tin—content crea...
INFINITI launches marketing campaign driven by creators
December 15, 2022 05:00 - 12 minutes - 11.6 MBToday’s consumer market is run by creators. We see our favorite TikTokers promoting new beauty products, an Instagram model showing off new threads, and nutritionists sharing their choice foods and snacks on YouTube. Creators and influencers are everywhere—and they’re a big part of how we recognize brands today. But what about luxury cars? Most vehicle brands still spend thousands of dollars (if not millions) creating their own high-quality commercials: a man’s deep voice describing th...
These top pickleball influencers are helping the sport’s growth in popularity
December 15, 2022 05:00 - 9 minutes - 8.96 MBPickleball! Given that the sport dates to 1965, it’s not surprising that it’s seen growth to some 4.5 million players in the U.S. What is surprising is its recent renaissance. As The Atlantic reports, athletes like Kevin Love, Drew Brees, and Kevin Durant have spent money towards ownership stakes in pickleball teams. Tom Brady is investing in a pickleball expansion team. LRMR, which has LeBron James as a co-founder, has also made pickleball investments. “It is America’s fastest-growing...
How to maintain customer loyalty as the inflation spikes the cost of goods
December 13, 2022 05:00 - 13 minutes - 12 MBSure, Black Friday saw an all-time high in eCommerce sales. But if you’ve been to any grocery, retail, or marketplace in the last year, you’ve likely felt the effects of inflation. Everything is more expensive right now. For example, prices for food increased by 10.4% in 2022 (the biggest increase since 1981), and energy prices have risen 41.6% over the last year (the largest since 1980). ... (READ MORE)
Faux 'website outage' emails flood Black Friday inboxes
December 05, 2022 05:00 - 12 minutes - 11.3 MBDo brands lie? Of course they do! But you may be surprised how many brands used a deceptive and false email marketing tactic this past Black Friday weekend—and customers started to catch on. We’re not talking about emails with “Surprise, we extended our sale!” messaging. Consumers expect these after years of seeing that exact subject line 100 times in their inboxes, but they don’t expect companies to lie as a tactic to promote an ongoing sale so blatantly. What many consumers received w...
Successful creators know how to focus and tap into their competitive advantage
December 01, 2022 05:00 - 4 minutes - 3.96 MBThink back to the first time you decided to take your creator career seriously. You face a sea of decisions that can feel paralyzing. It’s no surprise then that one question keeps getting brought up when I talk to creators: How do you break through in a sea of distractions, choices and competition? I don’t want to talk about an algorithm hack that will get you lots of views today. Rather, it’s important to build for longevity. I’ve noticed that some of the most successful creators started b...
How Awful Cloth grew a mindset brand through organic creator relationships
December 01, 2022 05:00 - 10 minutes - 9.69 MBFact: Everyone likes to wear hoodies. Fact: Everyone wore hoodies during the pandemic. Fact: We all love expressing ourselves in different ways. Fact: Everyone can do with a little positivity in their day-to-day lives. Combine all these attributes, put them into a wishing well, and what do you get? An optimistic brand that sells positivity-focused clothing, writes Monday motivation quotes, and sells really bright and happy hoodies. Sounds Awful, right? Or rather, full of awe? I sa...
Options for paying creators: Affiliate commissions vs. contracts vs. full-time
November 26, 2022 05:00 - 18 minutes - 16.6 MBThe question isn’t whether or not there’s value in hiring creators—even over celebrities—to promote your brand. There is. The question is: what’s the best way to compensate creators so you can secure more mutually-beneficial partnerships and grow your brand? (READ MORE)
Death to DTC Twitter? Elon Musk’s direction causes fight or flight response amongst community
November 26, 2022 05:00 - 11 minutes - 10.8 MBWhile it’s still early on in the acquisition, folks are complaining on Twitter about Musk, his “sh*tposting” (for a lack of a better term), and these new changes (mostly the pay-for-verification issue.) One community that’s specifically concerned is the Direct-to-Consumer one—a small subset of Twitter where founders, marketers, and operators of eCommerce technology and brands came together and built strong connections over the past several years. ... (READ MORE)
Nibble brings an AI-powered negotiator bot to eCommerce
November 26, 2022 05:00 - 5 minutes - 4.85 MBNibble is a new eCommerce technology company that’s trying to disrupt eCommerce product pricing. The technology brings customer and merchant negotiation into the online shopping experience for Shopify stores. (READ MORE)
Nisha Godfrey: The woman behind TikTok’s viral chicken salad sound
November 26, 2022 05:00 - 10 minutes - 10 MB“It’s a chicken salad.”If this phrase sounds familiar, it’s likely because you’ve heard it used as a trending sound in thousands of videos on TikTok and Instagram over the past several weeks. The entire sound features an exchange between frequent deli goer Nisha Godfrey and owner Wael Herbawi at East 81st Street Deli in Cleveland, Ohio. (READ MORE)
Bolt one-click checkout sustains another round of layoffs
November 26, 2022 05:00 - 2 minutes - 1.83 MBSo-called one-click checkout company Bolt underwent another round of sweeping layoffs this week, according to posts from several former employees across Linkedin. (READ MORE)
Hollister uses Share2Pay to help young shoppers share their carts with guardians
November 08, 2022 05:00 - 10 minutes - 9.46 MBIn the second quarter of 2022, the teen-centric clothing brand Hollister was ... not doing very well. It experienced a 7% year-over-year sales loss. On top of that, its sister labels Gilly Hicks and influencer-led brand Social Tourist reported a 15% decline in sales. Conversely, Hollister’s parent company Abercrombie & Fitch saw a 5% lift in sales. What was the issue? After an internal study of sales data, executives at Hollister and Abercrombie & Fitch found that brands targeting teens...
#paid named an official TikTok marketing partner
November 08, 2022 05:00 - 2 minutes - 2.31 MBNEW YORK & TORONTO—#paid, a multi-channel creator marketing platform that empowers creators to partner with brands and build their businesses, today announced that it has become an official TikTok Marketing Partner. As a badged partner, #paid will bring more great opportunities to their engaged network of content creators and marketers. “TikTok’s motto is ‘Make TikToks, not ads' because the most successful ads on TikTok aren’t ads,” said Bryan Gold, CEO of #paid. “This partnership provides...
Not all creators need to foster community
November 08, 2022 05:00 - 4 minutes - 3.79 MBI was at a marketing conference last month and heard a panelist tell the crowd that “Creators don’t only have an audience, they’ve built a community.” This sounds valuable to advertisers but it puts creators at a disadvantage if they haven’t focused on building a community. I was about to raise my hand when another panelist piped up and responded with an important question: “What makes you think all creators have built a community?” Building audiences has always been a lucrative endeavor....
Ways eCommerce brands can grow sales the remainder of 2022
November 02, 2022 04:00 - 21 minutes - 19.8 MBWhile the overall attitude regarding the current economy is lackluster, NRF reports that retail sales will still grow between 6% and 8% to more than the $4.86 trillion recorded in 2022. Even if consumers are upset by inflation and the current state of the economy, the good news is they are still spending—especially during the upcoming holiday season. In fact, 30% of all retail sales typically happen between BFCM and Christmas. If you’re an eCommerce brand or retailer, now is the time to do...
Changes to Meta’s API impacts some influencer marketing platforms
November 02, 2022 04:00 - 10 minutes - 9.53 MBGrin, a popular creator management platform used by DTC brands like SKIMS, Warby Parker, and Allbirds, was dealt a hard blow last month due to Meta’s new API and service guidelines. Most Meta-related features have been wiped from the platform, including Instagram creator search. And that’s barely scratching the surface. The platform removed unauthenticated Instagram creators along with the campaigns and content they’ve made for partner brands in the past. ... (READ MORE)
TikTok success: Value longevity over the momentary peak
October 28, 2022 04:00 - 4 minutes - 3.99 MBLast week I came across a podcast that Cole Bennett, generational music video director and founder of Lyrical Lemonade, was on. What he said caught my attention. “... maybe, success came at the wrong point in their life, or they’re not mentally grounded enough to handle that moment.” It made me think about TikTok and how it may be negatively impacting the longevity of a creator’s career. Someone new blows up on TikTok every day. We celebrate how quickly you can find success. It sounds nice,...
Gen Z thinks your marketing is bad: Here’s what you can do about it
October 25, 2022 04:00 - 13 minutes - 12.3 MBAccording to a 2022 Knit Report, Gen Z makes up 40% of the global consumer population and has $600 billion in spending power. The report also states that 72% of Gen Zers think brands need to do a much better job marketing to them—especially if they want to win their loyalty. Brands are failing to recognize what Gen Z values. As a result, brands miss the mark when trying to engage them through marketing messages. The worst part for brands? They are losing an audience whose buying power will ...
Product photography at scale: Today’s eCommerce brands are outsourcing
October 21, 2022 04:00 - 12 minutes - 11.1 MBUnless a shopper can picture him or herself using a product, it’s difficult to validate a buying decision. This is especially true within the eCommerce environment, as shoppers face the hurdle of not being able to touch/feel/try on an item before buying. So why, then, are so many eCommerce brands still utilizing plain product images on a flat, white background? Think about it: Would you be more apt to buy a sweater if you just saw an image of it on a white background? Or what if instead, ...
Social media endorsements: Brands and DTC influencers play hide and seek with disclosures
October 21, 2022 04:00 - 18 minutes - 16.5 MBIf you’re following DTC Twitter, chances are you’ve come across a post praising the new darling of the financial tool world, Parker. Parker describes itself as “an all-in-one financial solution designed specifically for your eCommerce." According to its website, with Parker you can “track your financial metrics, campaign profitability, and pay all business expenses with a card that can keep up with your growth.” ... READ MORE
Is the Metaverse the future of fashion?
October 11, 2022 04:00 - 11 minutes - 10.9 MBDuring the Drapers Future of Fashion conference in June 2022, Hilsum, the senior director of product innovation for the luxury fashion global platform Farfetch, took it a step further and shared that the metaverse (along with developing technology) will be “the next stage of luxury shopping.” ... (READ MORE)
Chipotle’s Neiv Toledano on their partnership with ‘Corn Kid’
October 11, 2022 04:00 - 8 minutes - 8.08 MBHow Chipotle partnered with the 'Corn Kid' to produce a short-form video for their social media channels, which is now their highest-performing social media content. ... (READ MORE)
Creator-brand partnerships: What brands need to know
October 11, 2022 04:00 - 14 minutes - 12.9 MBAll creator content isn’t created equal. Consumers don’t want brands to simply throw money around and hire famous faces to promote their products. They want authenticity and content that is synergistic to both the brand and the famous face being used as a spokesperson. ... (READ MORE)
10 marketing experiments that worked: 10 unconventional use cases that paid off in 2022
October 11, 2022 04:00 - 14 minutes - 13.7 MBThe world of eCommerce marketing is like a jungle, densely packed with mainstream content for as far as the eye can see. You need an appetite for experimentation to survive this saturated eCommerce space and create a standout brand name. With strategically designed marketing experiments, you can create mind-blowing campaigns to deliver a great customer experience that gives consumers a reason to hit the “buy” button. It’s a great way to test your risk tolerance, go beyond generic marketing t...
Bolt checkout goes live on Fanatics ... sort of
September 30, 2022 04:00 - 2 minutes - 2.14 MBSo-called one-click checkout company Bolt scored a win today, going live on the Fanatics website. Fanatics is an American online manufacturer and retailer of licensed sportswear, sports collectibles, NFTs, trading cards, and sports merchandise. Fanatics is one of the largest websites to join the Bolt network, and it comes at a time when the SaaS has been fighting an uphill battle against lawsuits, layoffs and struggles to raising. ... (READ MORE)