Qulture

AI-Powered Algorithms Evolve the Influencer Landscape: Choosing the Right Partners Part 2 In our fast-paced digital world, young consumers demand authenticity and engaging content from influencers. Brands need to adapt and prioritize engagement over follower count when selecting social media partners. Here are three strategies for finding the right influencers: Prioritize Engagement Rates over Follower Counts: Sabrina Bahsoon's viral TikTok dance exemplifies how high engagement can outweigh a massive following. Her partnerships with major brands like Boss and Valentino prove her ability to drive meaningful interactions beyond her follower count. Widen Your Search Beyond Category-Specific Influencers: E.L.F. BEAUTY's "Show your(s)e.l.f." campaign showcases the power of partnering with diverse voices like Anastasia Pagonis, a blind paralympic swimmer. Her video generated significant engagement, outperforming e.l.f.'s own social media metrics. Embrace an Influencer's Storytelling Language: Away suitcases partnered with Jake Shane, known for his octopus review videos, to create content that aligned with his unique style. The result was a highly successful sponsored post with millions of views and engagement. Remember, the most effective influencers are those who can genuinely connect with your target audience. By understanding their storytelling language and prioritizing engagement, brands can forge impactful partnerships that drive real results. Read the full article here - https://lnkd.in/e2BsFcfv #qulture #influencermarketing #socialmedia #digitalmarketing #engagement #authenticity

Our latest newsletter on how AI is changing influencer marketing!

AI-Powered Algorithms Evolve the Influencer Landscape: The Rise of the Creator The days of relying solely on follower count for influencer marketing success are over. Gen Z and young Millennials are demanding more authenticity and creativity from the content they consume. The Shift from Influencer to Creator: -Quality Over Quantity: Today's consumers are drawn to creators who produce high-quality, entertaining content, regardless of their follower count. -Talent and Skill: Creators who showcase their unique talents and skills are more likely to resonate with audiences and drive engagement. -Authenticity is Key: Gen Z values genuine connections and relatable content over perfectly curated feeds. Brands Embracing the Creator Economy: -Marc Jacobs Fragrance: Their #PerfectAsIAm hotline campaign leveraged influencers like Julia Fox to drive engagement and encourage audience participation. -Reformation: By recreating viral content with a brand twist, Reformation taps into existing trends and introduces new audiences to creators. -Glossier, Inc.: Their "everyone's a creator" philosophy celebrates everyday users and micro-influencers, driving peer-to-peer referrals and sales. The Future of Influencer Marketing: As AI-powered algorithms continue to evolve, brands must adapt their influencer strategies to focus on partnering with talented creators who can authentically connect with their target audience. Read the full newsletter here: https://lnkd.in/e_tscsBv #influencermarketing #creator #creatoreconomy #authenticity #marketing #GenZ #socialmedia

Liquid Death: The Billion-Dollar Water Brand Disrupting the Beverage Industry Liquid Death, the sparkling water with a heavy metal twist, has defied convention and become a cultural phenomenon. The Anti-Establishment Elixir: The brand's rebellious branding, eco-friendly aluminum cans, and irreverent marketing campaigns have resonated deeply with Gen Z, a generation that values authenticity and sustainability. “Liquid Death nailed it with their aluminum can vessel as it nods to the nostalgia that Gen Z loves – those soda cans they drank when they were young before everything went plastic,” remarked Quynh Mai, the CEO and Founder of New York City-based Qulture, a marketing agency that focuses on brands seeking to connect with Gen Z consumers. “Liquid Death marketed its products through stunts that were more closely aligned with MrBeast YouTube hijinks and nostalgic episodes of Punk’d than traditional CPG marketing. These antics went viral and gave them something money cannot buy, word-of-mouth. By rejecting plastic bottles and embracing the vessel of beer cans, Liquid Death makes every drinker feel like a rebel,” added Mai. Lifestyle Brand, Not Just a Beverage: Liquid Death has cultivated a devoted following through its exclusive "Country Club" membership program and social media engagement, turning water consumption into a lifestyle choice. Media Company First, CPG Product Second: This unique approach, as articulated by brand strategist Robyn Young, has allowed Liquid Death to "own" a unique brand identity rather than just a commodity product. The Robin Report's Arick Wierson dives deeper into Liquid Death's meteoric rise, exploring its: -Unconventional marketing strategies -Savvy distribution model -Expansion into flavored water and iced tea -Alignment with the growing sober-curious movement Read the full article to learn how Liquid Death is rewriting the rules of the beverage industry. https://lnkd.in/ebGciMZM #LiquidDeath #DisruptiveBranding #BeverageIndustry #GenZMarketing #Sustainability

Move Over Millennials: Gen Z is the New Powerhouse Generation You Need to Know! The latest buzz in the marketing world isn't about avocado toast and millennial pink – it's all about Gen Z. This digitally savvy, value-conscious generation is shaking up the retail landscape and redefining what's "hot." Are you ready to decode Gen Z and level up your marketing game? Qulture Agency is here to guide you through the exciting world of this influential generation. What's Hot with Gen Z: • TikTok Search: Forget Google! Gen Z turns to TikTok for product reviews, trends, and even news. Authenticity and peer recommendations are key to winning them over. • Dupe Culture: Savvy shoppers, Gen Z isn't afraid to seek out affordable alternatives ("dupes") to high-priced items. • Creators as A-Listers: Forget traditional celebrities! Gen Z trusts and relates to creators who share their values and lifestyles. Marketing to Gen Z: The Qulture Agency Playbook • Embrace Diversity: Celebrate the unique identities and perspectives that make Gen Z so vibrant. • Authenticity is Key: Drop the polished facade and get real! Gen Z craves genuine connections and relatable content. • Engage on Social Media: Meet them where they hang out – on TikTok, Instagram, and other social platforms. Be responsive and interact with your audience. • Leverage the Power of Creators: Partner with influencers who resonate with Gen Z's values and interests. At Qulture Agency, we're passionate about helping brands navigate the ever-changing digital landscape and connect with Gen Z in meaningful ways. We stay ahead of the curve, so you don't have to. #GenZ #Marketing #SocialMedia #InfluencerMarketing #Authenticity

Take a look at our latest newsletter

💼 Ready to take your personal brand to new heights in the new year? Gain valuable insights from Qulture's founder, Quynh Mai, as she shares her experience with Business Insider on building an impactful personal brand. Embrace innovation, trends, and authenticity to stand out from the competition. Read the full story here to learn more: bit.ly/3RMuhU5 #PersonalBrandingInsights #PersonalBrand #Networking #Founder

ICYMI - Live commerce

In the 3rd part of our series, How Brands Can Thrive By Going Live, we look at the emerging best practices for live content Live commerce can be quite a conundrum for the modern brand. Going live puts a lot of pressure on billion-dollar brands to get it right in real-time. One way to de-risk is by looking at live commerce through the lens of what Gen Z loves most, TikTok. Some of the same traits that make great TikToks, make compelling commerce experiences. Livestreams that are entertaining, surprising, authentic, and even educational are on the right track. You can read more in the 3rd part of our 3 part series, How Brands Can Thrive By Going Live at: https://lnkd.in/eQveGD8Y #shopping #predictions #livecommerce #socialshopping #livestream #qulture #strategy #business #brands #community #press

How many pairs of Birkenstocks do you own? Our Founder/CEO Quynh Mai confessed to Megan Cerullo at CBS News that she owns “six pairs of Birkenstocks, including shearling-lined styles she wears in the wintertime.” Fortunately for BIRKENSTOCK, its commitment to quality more recently coincided with a trend of rejection of traditional beauty norms, particularly among younger generations. That can mean deliberately dressing in a way that would customarily be considered unattractive, or openly embracing "ugly" styles. Birkenstock has become the multi-billion dollar brand, and she got to speak with CBS News on how it got there. You can read the story at: https://lnkd.in/e3-zXXeq #birkenstock #cbs #business #entrpreneur #press #success #qulture #strategy #business #brands #community