How can we use Social Media as a Force for Good?

How can we use Social Media as a Force for Good?

In recent years social media has started to have a positive impact on the feminist movement. Modern day feminism is far from the outdated stereotype of a man-hating crusade, but instead a global drive for gender equality and advocacy of women’s rights. Whilst women are still seen to be underrepresented in traditional media, the rise of social media has encouraged women from all backgrounds to speak up and to be heard.

 

With many celebrities and digital influencers publicly embracing what it is to be a feminist, online movements are gaining greater momentum. From raising awareness of sexual harassment with the #MeToo hashtag, highlighting the reality of sexist experiences in the #everydaysexism project, to providing women with confidence through promoting body positivity. Social media is progressively being used as a force for good in the new feminist age.

 

And yet, despite this idea of community and empowerment across social media, we are still under pressure to conform to unrealistic ideals. Platforms remain plagued by individuals tearing one another down. Celebrities are trolled on a daily basis, some receiving death threats. Body positive models are criticized for promoting obesity, whilst runway models are slated for being too thin. We are quick to ‘like’ a complete stranger’s over-edited photo but scroll straight past a post from one of our peers. Whilst social comparison is at an all-time high, we must ask ourselves – what can we do to minimize the negative impacts that come with living in the digital age? And how can we ensure we are using social media in a positive way?

 

Start following accounts that focus on building each other up rather than bringing our confidence down. Get involved with influencer’s who provide an online community amongst their followers. Be more open to complimenting friends with uplifting comments. Actively share, post and engage with educational and empowering content to help create awareness of key global issues. And each time you visit social media, remember you have the ability to be that person who uses it as a force for good.

How brands can work with influencers

How brands can work with influencers

I’ve noticed that there is still is a big learning curve for brands to find the right influencer for them. I believe that social media channels, such as Instagram and Facebook are still the largest, most valuable marketing tools that exist in the industry. The digital world is constantly evolving, so the marketplace for specific brands, especially in the travel industry, needs to be geared towards these needs, for example, creating video content which is creative and aspirational, with that spark to make it go viral.

This means that brands need to work with the right influencer for their specific needs. That could be a luxury resort needing someone that is focused on displaying the actual hard-product of the hotel, rather than of their hot bikini body in a picture where the beach could be anywhere in the world. The content that is generated has to match and showcase the details of a beautiful product making us want to escape to that organic juice trolley at the Six Senses after a relaxing sunrise yoga session if that is what is being advertised.

Providing inspiration and creating that desire to escape is crucial in the content creation process for any brand.

Focusing on quality versus quantity, means that a smaller influencer with 200,000 followers can often provide more value than someone with follower numbers in the millions. These larger followers have a more diverse fan-base which means smaller percentages of their supporters will be able to actually go on the holidays they are advertising. On the other hand, the influencer with the smaller fan-base maybe has a more targeted niche, who can be converted from a follower into a paying customer.

Brands can reach a much larger audience and receive cool, creative content for free if they have a relationship with a big travel influencer. Furthermore, a leading bikini brand or luxury resort has the advantage of buying the footage for their own websites and Instagram too.

The unique thing in this environment is that every influencer is their own artist. I wore a bikini for Sonja Morgan in a video, shot by a drone, standing on top of a cliff in Bali that went viral. It was re-posted a few million times by big profiles and the exposure for a beautiful resort or bikini brand on this scale can surpass a classic print ad.

But brands do have responsibilities of their own. They need to set boundaries and expectations in writing so everyone is clear on the deliverables, for example how many posts are made or what style the photos should be. This leaves all parties clear on how to proceed and how to develop the relationship yet further.

When you do produce videos, you’ll receive gifts in exchange. I created a video for the famous Mykonos cave hotel Cavo Tago that went viral and it showcased a walk through the cave’s indoor pool. But in the end, many followers asked me about my lemon bikini that I had purchased in Capri instead. I recommend longer-term relationships with brands so you have multiple posts which provide better visibility and can lead to these kinds of relationships where you become associated with a certain brand.

Get to know our speakers: Jamie Windust

Get to know our speakers: Jamie Windust

Jamie Windust is an award-winning editor, writer, speaker and model. They use their voice in their work to discuss LGBTQ+ lived experiences within the UK, specifically trans and non-binary experiences. Jamie was named as Fashion Influencer of the Year by Blogosphere Magazine. They’ve written for the likes of Metro UK, The Independent, Gay Times and DAZED, and currently they’re writing their debut book – out in 2020.

 

Find out more about Jamie below:

 

How did you get into your profession?
I became freelance after finishing university and being in a moment of terror, as all graduates have. I started to use my voice in freelance writing, and continued that which lead into other paths such as speaking and media work discussing LGBTQ+ life in the UK. Over the past year this has stretched out into modelling, social instagram work and consultancy as a freelancer.

 

What is one of your proudest creator moments?
Releasing my magazine FRUITCAKE is one of the best moments for me as a creator. It’s a moment where I’m able to share the cover and issue with the public, and really use social media to spread the message and actually create a business.

 

How do you get into the creative flow?
I’ve always been creative, and for me using social media to share and create, the authenticity and honesty I share isn’t premeditated or planned, so the creativity in that is always a spur of the moment burst.

 

Which content creator would you like to switch places with for a day?
I adore all the fun and important work Riyadh Khalaf does, I think he really shares an important message whilst really just having fun with it, so it would be Riyadh.

 

What is one thing you wish you had had or known when you first started out?
To ensure that the work and content and whatever you produce, that it doesn’t have to always involve your identity. You’re allowed to just do things for fun.

 

Why should people buy a ticket to BorderlessLive?

To really get behind the scenes of the content creator industry, and analyse the actual work behind it and not to just constantly consume without knowing what goes on behind the scenes.

 

Click here to buy your ticket and hear more from Jamie on 6-7th September at Tobacco Dock.

How much can bloggers earn?

How much can bloggers earn?

Following Vuelio’s UK Blogger’s Survey 2019, we wanted to explore the big taboo of the 21st century: the M word. These are the questions on everyone’s lips, but we’re all too shy to ask… How much do bloggers and content creators earn? How much should I be charging? Should I be working for free?

How has blogging changed in the past few years?

According to their extensive survey, (that makes for a very interesting read… should you have some spare time check it out here), two thirds of bloggers spend upwards of 15 hours working on their blog a week. This is hardly surprising considering that blogs can be monetised and can become a great source of income. 

Since 2016, the percentage of bloggers whose blog is their full time income has jumped from 8% up to 18% and the percentage of those who consider blogging to be a hobby has fallen from 34% to 24%. As fewer people are now blogging as a hobby and instead relying on it as a source of income, it’s important to have conversations about how to work with brands and PRs. 

At BorderlessLive there will be panels looking at both sides of the conversation, with creators and brands represented on how best they can work together. 

How much do bloggers earn?

On average, three quarters of respondents said that up to half their work was compensated. Just 2% of respondents said they charged £1001 + for a blog post, with 4% charging over this amount for a paid collaboration. Paid for collaborations will depend vastly, depending on what is being asked of you, unique monthly views, authority of your blog, the time it will take to produce it. The largest amount of respondents, almost one third, said that per blog post they earnt somewhere in the region of £101-£250. 

Overall, according to the Vuelio survey, about 27% of all the content that appears on a blog is compensated in some way, through a range of different means including advertising, affiliate links, paid for products and services. 

To find out more, check out the panel at BorderlessLive on ‘How do I make money online?’. You’ll hear from Steve Hänisch (Backpacker Steve) a G Adventures wanderer, Chloe Gunning (Wanderlust Chloe) and Adriano D’Ambrosio from ViviCity, talking about the various ways they make money online: from affiliate links, campaigns, paid for blog posts, advertising, and much more. It’s not too late to get your ticket to BorderlessLive now. 

Get to know our speakers: Adriano D’Ambrosio

Get to know our speakers: Adriano D’Ambrosio

Adriano is CEO and co-founder of VIVI CITY – the first website to allow travelers to search and compare guided tours, attraction tickets and many more travel experiences.

Launched back in 2017, VIVI CITY is now available in nine languages, offering over 300,000 tours and activities worldwide.

Adriano and the team behind VIVI CITY also specialize in content marketing, helping over 5 million travellers each year with tips and advice across ten different destinations.

 

Find out more about Adriano below:

 

How did you get into your profession?

It all started back in 2011, when I was living in London, with a blog about the city, mainly for the Italian readership. Eight years later, here I am, together with my team, running a network of ten destination sites in three languages. I can’t wait to go back to London, where it all started, to talk about what I do will be simply amazing!

 

What is one of your proudest blogging/YouTube moments?

In 2016, while working to expand our network of travel guides, we realized what the travel industry was missing: a digital platform for visitors to compare tours as activities normally scattered in various marketplaces. We worked hard and in June 2017 we launched Vivi City – the first search engine for travel experiences and attraction tickets! Definitely my proudest moment.

 

Which YouTuber or blogger would you like to switch places with for a day?

One of my favorite travel blogger is Shivya Nath, from India. Her approach to sustainable travel and responsibility as an influencer is one of the best things in the industry at the moment. I had the pleasure of meeting her last year at one event where her talk was one of the best, very inspiring.

 

What is one thing you wish you had had or known when you first started out?

I wish I had started attending events like BorderlessLive earlier! I’ve personally met some of the best people in the industry, sharing knowledge, brainstorming ideas and feeling inspired.

 

Why should people buy a ticket to BorderlessLive?

For content creators I’m sure it will be one of the most important investments of the year.

The quality of workshops and events looks amazing so far! I’m sure it will be extremely valuable for bloggers and publishers working in industries and niches other than travel. Plus…it’s London!

 

Click here to buy your ticket and hear more from Adriano on 6-7th September at Tobacco Dock.

Get to know our speakers: Matthew O’Shea

Get to know our speakers: Matthew O’Shea

An inspirational speaker & award-winning social innovator. Matthew’s mission is to tease out the “social impact potential” in us all. His most recent accomplishment, TicketAid, is one of very few examples of social intrapreneurship success that has led to him establishing Refinifiv Charities as a founding Trustee, as well as being named a 35 Under 35 Changemaker for 2019 and UN Sustainable Development Goals Pioneer Runner-Up. Collectively we can be a force for good in pursuing social impact initiatives, no matter how big or small and  Matthew challenges his audience to take up the mantle as social innovators within the private, public and third sector to…Do more. See more. Be more.

 

Find out more about Matthew below:

 

How did you get into your profession?

I was getting increasingly frustrated at seeing empty seats at “sold-out” concerts & events around the world, and wanted to do something about it. I pitched TicketAid as an idea to my employer who backed the initiative which has since grown into a globally accessed charitable alternative to the secondary ticket market, raising over £100,000 for charity in just over a year. My career has grown with it as Founder and Director, as well as a Member of Refinitiv Charities Board of Trustees.

 

What is one of your proudest blogging/YouTube moments?

The moment our teaser went live and was embedded within the landing TicketAid website. We put a lot of time and effort into making the video fresh, comedic and entertaining; unlike anything a corporate audience would have seen before. Go check it out!

 

How do you get into the creative flow?

I usually put on a playlist of “Music from the Motion Picture…” like Time by Hans Zimmer (from Inception) or That Home by the Cinematic Orchestra and throw myself into whatever it is I need to do. Expect Grammarly drafts, hand-written post-its and a lot of talking and walking.

 

Which YouTuber or blogger would you like to switch places with for a day?

The Instagram account of @itsabandoned – it’d be amazing to have discovered and spent time exploring some of the locations and finds they share.

 

What is one thing you wish you had had or known when you first started out?

I wish I had come from a software engineering background. Despite WordPress being as user intuitive as it can be, starting out would have been so much easier had I have known how to code, build websites and be a master of the Adobe Creative Cloud suite of products.

 

Why should people buy a ticket to BorderlessLive?

This industry is all about your network for the benefit of your audience. Coming to BorderlessLive will give you the best network to lean on, support and promote each other’s work in order to continue to effectively engage an audience who are becoming increasingly distracted and overwhelmed with content. Strategic partnerships, consolidation of content and simple, straight-forward propositions are key. BorderlessLive will help you hone in on what you can be most successful at and how to do it.

 

Click here to buy your ticket and hear more from Matthew on 6-7th September at Tobacco Dock.

Get to know our speakers: Albertine Brandon

Get to know our speakers: Albertine Brandon

Albertine Brandon is the Commissioning Editor of Blogosphere and a content creator. Her role at Blogosphere includes interviewing some of the UK’s top social media talent for the magazine, curating shortlists for the Blogosphere Awards and managing brand partnerships for Blogosphere events.
Albertine started her blog, AlbertineSarah, in 2012 and shares a combination of style, beauty and lifestyle content across Instagram, Twitter and her blog. She has a combined following of 11,700+ across Twitter and Instagram and has worked with brands such as Sky, Sigma, Daniel Wellington, Campo Viejo and Alpha H.

 

Find out more about Albertine below:

 

How did you get into your profession?

I actually applied for my role at Blogosphere (I started as an Editorial Assistant) after seeing it advertised on Twitter. I was initially nervous about applying, as I had only just completed my Diploma in Journalism, but I went for it and got the job based on my experience within the world of blogging and running local events for bloggers.

 

What is one of your proudest blogging moments?

I think for me it has to be the recent changes I’ve made to my content. I feel like I’ve injected some more personality into my posts, and the feedback has been amazing (I’ve actually started to book in some more sponsored content, which I think may be a result of my content improving!). Working on the Blogosphere Awards this year was also a real highlight for me – Zoe Sugg, Lorna Luxe and Caroline Hirons all under the same roof?! There was an amazing atmosphere at the Awards, and it was great to play a role in making that happen.

 

How do you get into the creative flow?

There’s only two things that work for me – showers and long walks. I don’t know what it is, but something about running water, or keeping my feet moving for a while, gets my brain working and I tend to come up with my best ideas during these times. I always make notes on my phone when creative ideas come, so when the time comes to sit down and write something I have a bank of half-baked topics to work from.

 

Which YouTuber/blogger would you like to switch places with for a day?

Oh, Lorna Luxe for sure! She has a wardrobe to die for, an amazing work ethic and is frequently on the most gorgeous holidays. I would love to see what life is like in her shoes for one day, and following her on Instagram is a constant source of inspiration and motivation for me.

 

What is one thing you wish you had had or known when you first started out? There’s no ‘formula’ to success! Just create what you love and go for it. Meet up with your fellow content creators, and help each other to create the content that you love. Have a plan for what you want to achieve, and consistently create content that drives towards that. Don’t be afraid of introducing yourself to brands, and don’t feel disheartened when you feel like your progress is slow.

 

Why should people buy a ticket to BorderlessLive?

It’s going to be the perfect place to learn about the industry and gain some inspiration!

 

Click here to buy your ticket and hear more from Albertine on 6-7th September at Tobacco Dock.

Get to know our speakers: Natalie Lefevre

Get to know our speakers: Natalie Lefevre

Originally from the Seychelles, Natalie Lefevre has worked as a model, TV presenter, and professional singer.
She holds a BA in Computer Information Systems and was previously Director of Corporate Affairs at Euronews NBC, where she launched the luxury site Living It and travel site, Wander. Before branching out into travel journalism and blogging.
She now works as a social media consultant to a growing roster of clients.

Find out more about Natalie below:

How did you get into your line of work?
I was a director of corporate affairs managing a press, partnerships and communications department for a big European news channel. They asked me to create the strategy between the teams for our new luxury site called Living It, the Instagram account and then the travel article called Wander, so we could acquire more advertising sales.
One of my best friends, Hofit Kalon, made me realise with this at the value of my Instagram blog needed more attention, to focus on creating beautiful content, trying to go viral and having a presence while learning by doing in order to grow with the travel trends.
Three years ago I had 15,000 followers and due to intense dedication with this platform, I decided to position myself as a luxury travel influencer and here I am today with 260,000 followers. I’m an ambassador for Luxury World Traveler and the trunk in their life with many many repose and some viral video content.

What is one of your proudest blogging/ YouTube/online moments?
I may have a few but the most vivid and exciting experience was to discover Sekumpul, one of the largest waterfalls that I’ve ever seen in Bali. I stood at the cliffs’ edge to shoot a drone video, which was a little scary when I tripped. I still hold my breath when I think about it today but it went viral and looks so cool! The Cavo Tago cage pool suite was another big highlight.

How do you get into the creative flow?
What they say is true: practice practice practice. Many travels, working with other like-minded influencers, discovering, shooting as much as I can, with trial and error made me realise what style I am. Realising I need to stick to my authentic own identity, focus on specific or quality shots rather than too much unplanned became my goal and to keep doing what I’m doing has worked out well for me. It’s a lot of work, no matter what anyone says. You wake up early for the sunrise shot, we select, we edit, you have to be creative and always ever-changing with cool ideas for video or pics, or animated content to keep the Instagram profile competitive and growing.

Which influencer would you like to switch places with for a day?
Maybe with the real Tarzan but I doubt I’ll hug a crocodile like he does or trust and wait for an ambush of rhinos charging at me while I’m on the ground vulnerable for any decisions they make. I love his profile for the nature, animals and inspiring others to be proactive about saving the world in general. I like to use my platform for good causes and support One Ocean One Future, Save The Reef and other ocean related sites, since there was a lot of pollution and plastic is a real problem. Being conscious of the environment, my voice and my power with this profile is important to me to help make the world a better place for our future. I prefer to work with eco-friendly resorts that focus on sustainability and are aligned with my goals and message.
I also love Muradosmann for their creative beautiful content and ideas. I love the colours, the outfits, the feeling of escapism in their work and appreciate the editing, quality and time that goes into their shots. They’re very dedicated and inspiring as a couple and fun to watch. Their style is unique and they created the movement of “Follow Me To”. It would be a dream to create amazing content under his direction.

What is one thing you wish you had had or known when you first started out?
That the financial benefits are not as high as I would’ve expected, including the time involvement for successful shots and the consistency required since you’re only as good as your last post for a very short period. I love what I do so I wouldn’t change it for anything and the travel perks are amazing! I had to invest a lot of time and money to build a profile and get to the locations to shoot the content I needed.

Why should people buy a ticket to BorderlessLive?
Whether you’re an aspiring or an established influencer, it is always great to learn and keep improving, as this marketplace is ever evolving and trends change very often.  This conference will provide attendees with a better understanding, as an influencer or a brand, whether you’re focused on growth or marketing and how to navigate the world of influencers that can help your product and exposure.

 

Click here to buy your ticket and hear more from Natalie on 6-7th September at Tobacco Dock.

Get to know our speakers: Alex Outhwaite

Get to know our speakers: Alex Outhwaite

Alex Outhwaite is a travel TV Presenter and content creator. Her travel shows are broadcast in over 35 countries worldwide on Travelxp to 91 million households. Her shows include ‘Off The Grid’ filmed in Kashmir which was nominated for a ‘Travel Show of the Year Award’.
After building up her name in television she has also gained recognition as a content creator and is known for filming in lesser visited destinations like Uzbekistan, Honduras and Arunachal Pradesh and was nominated for Vlogger of the Year at the Sit Up Media Awards.

 

Find out more about Alex below:

How did you get into your profession?

I have been presenting for years but my first TV show was about 6 years ago. One of the channels I work for wanted someone who could cook to host a travel show, and although I’m not a chef I took a chance and they liked me! Cut to a week later and I was flying to Delhi for three months filming adventure travel and food show ‘Quest’.

 

What is one of your proudest YouTube moments?

Recently I was called by the Ambassador to El Salvador as he’d seen some of my videos and wants to host an event for me to help promote tourism to the country. That felt pretty good!

I’m also proud whenever I get a message from someone saying that my videos inspire them to travel as that’s what I’ve set out to do. I even had one woman say she uses my videos to help her students learn English!

 

How do you get into the creative flow?

I’m usually inspired by surroundings and I always try to get out and about during the day even if I’m not travelling. By meeting people and experiencing new things every day I’m inspired to tell those stories.

When I’m away it’s much easier and now I’ve been documenting my travels on various media platforms for so long it’s just become second nature.

 

Which YouTuber would you like to switch places with for a day?

I’d switch with ‘Bald & Bankrupt’…he likes to visit some really unusual places like I do and there’s a few destinations he’s covered that I’m super keen to get to.

 

What is one thing you wish you had had or known when you first started out?

I guess I just wish I’d started the YouTube side earlier really as I’ve been travelling since I was 16, but better late than never!

 

Why should people buy a ticket to BorderlessLive?

People should buy a ticket as you can’t underestimate how helpful it is to surround yourself with inspiring people with creative goals similar to your own. It’s a great opportunity for both existing and new creators to learn, skill swap, develop their talent and ultimately become part of the community.

 

Click here to buy your ticket and hear more from Alex on 6-7th September at Tobacco Dock.

Should You Invest in Influencers?

Should You Invest in Influencers?

What is influencer marketing? Though it may seem like an odd question, there is an overwhelming number of definitions and opinions on how to best determine its success: Is an influencer someone who simply has influence on a consumer’s purchasing decisions? Does that mean that the CEO of a Fortune 500 company would be put in the same category as an Instagram fashionista with 500K followers? How do we determine the quality of an account’s influencer? By its number of followers? Or by how many times people are engaging with its posts?

John Hall’s definition for Forbes is a good place to start: At its core, “influencer marketing is a non-promotional approach to marketing in which brands focus their efforts on opinion leaders, as opposed to direct target market touch points.”

Influencers provide a cost-effective, non-invasive and often welcome form of advertisement through direct interaction with consumers based on established trust as opposed to direct interaction between a brand and consumers.

What does this mean for your brand?

It means that there are people your audiences already trust who would be far better at selling your product than you are. Even as early as 2012, 92% of global consumers weighed earned media sources like word-of-mouth marketing and recommendations from friends and family above all other forms of advertising. In the travel industry alone, influencer content has 2,5 times more views and 3 times higher engagement rates than brands.

Capitalizing on the power of influencer endorsements is not a recent phenomenon—the pioneer of modern marketing, Josiah Wedgwood, used an endorsement from the Queen of England to boost his pottery sales and brand reputation as early as 1765. But today’s digital influencer goes beyond simple celebrity endorsement. Today’s consumers are no longer drawn to one-dimensional marketing—they see themselves as being dynamic, informed and complex human beings, and prefer to be treated as such. Influencers speak to this through authenticity and earned respect by their peers, fans, and others within a specific industry. It’s reflected in the numbers: In 2018, 91% of 18-34 year olds trusted online reviews as much as personal recommendations.

Consequently, the days of generic and mismatched marketing are over. More than ever before, consumers can spot irrelevant campaigns from a mile away. To address this, brands need to boost the relevance and authenticity of their marketing by working with influencers who fit a specific audience beyond the simple travel, fashion, tech, etc. verticals. Influencer marketing is important for meeting your audiences on their own terms, in a powerful, meaningful and authentic way.

Author: Lisa Binderberger is CEO of Boom Creative Lab, an award winning agency specialized in Social Media and Influencer Marketing based in Austria. Boom Creative Lab has worked with more than 300 influencers worldwide, including @jacob and @mikutas. Their brand new in-depth trend report about influencer marketing for the travel & tourism industry was just published in the  beginning of this year.

www.boomcreativelab.com