It’s worth taking a moment to consider which font will best communicate your information. For example, most people know that Comic Sans is a faux pas for more professional situations. But what fonts should you use?
According to a study we conducted over at Venngage looking at the most popular font types in America, it might be worth basing your font choice on where most of your audience is located.
We analyzed the 50+ fonts we offer to see which font types people favor, and how their preferences vary depending on location. Our analysis focused in on the top 25 most populated cities in America, since they’re the ones creating the most content.
Among beauty brands, Maybelline is the master of driving social media engagement.
The L’Oréal-owned brand has beat out its parent company, as well as competitors including Estée Lauder and Revlon, in cross-platform engagement since the start of the year, according to recent analysis from ShareIQ, a social analytics company. On Instagram, for example, Maybelline saw a total of over 59 million likes between the start of the year and October 20, compared to L’Oréal’s 27 million likes and Estée Lauder’s 5 million likes during the same period.
At the same time, Maybelline far outdid the competition on Pinterest, garnering 730,000 repins, compared to L’Oréal’s 167,000 and Estée Lauder’s 28,000. (Most beauty brands find the volume of visual content that’s shared on Instagram and Pinterest, and the accompanying signals, to be more valuable than Twitter data, according to Jonathan Gardner, ShareIQ’s director of marketing who conducted the research.)
These results are all thanks to a combination of frequent, educational posts, savvy influencer relationships and a collaboration with Gigi Hadid.
“Maybelline has been keeping a baseline of fans engaged and are building spikes of excitement with new and influencer content, earning engagement with new audiences,” said Gardner.
Indeed, throughout the year, at least every other post on Maybelline’s Instagram account has either featured or mentioned an influencer, ranging from the beauty vlogger Melissa Flores(37,000 followers) to the fashion blogger Nicole Alyse (over 89,000 followers). Most of this content — which includes both pictures and short “get the look”-style videos — is generated by the influencers themselves and tagged with #mnyitlook, as encouraged by the brand in their Instagram tagline. The best responses have the chance of getting reposted.
“Swatch” imagery is popular on Maybelline’s social accounts
“We know that our customer is looking to beauty influencers to provide beauty trends and education, so it’s important for us to incorporate their amazing content on our channels and partner with them to communicate to their audiences, as well,” said Marnie Levan, Maybelline’s vice president of integrated consumer communications.
But with so many beauty influencers out there today, Maybelline has a few criteria: “We try to find those who authentically talk about and use the brand’s products regularly,” said Levan, “as well as those whose content is not just engaging but also educational for the consumer.”
This past August, the brand took that relationship one step further, launching its first influencer-driven product line with popular beauty blogger Shayla Mitchell, who boasts 2.5 million followers on Instagram. Curated by Mitchell, the “Maybelline x Shayla” collection included a shade extension of the brand’s Colossal Big Shot Mascara and a new rendition of its City Mini Palette. Mitchell’s goal, according to an interview with Refinery29, was to create products that worked for all skin tones.
The surrounding social media campaign — which saw posts shared across all of Mitchell’s social accounts, as well as Maybelline’s — was the brand’s most successful to date, said Levan. The collection sold out on Ulta.com within a few days of the launch and is continuing to sell impressively in stores, she said.
Outside of this influencer-centric content, the brand’s Instagram account features a stream of swatch posts — in which different shades and textures of a certain product are shown on a model’s wrists — as well as staged, artful product shots.
Another factor in Maybelline’s success is how often it’s posting: On Instagram, it shares an average of five posts per day, compared to L’Oréal’s average of four and Estée Lauder’s average of two, according to ShareIQ.
And then, of course, there’s Gigi Hadid. Although she’s been spokesperson of Maybelline for a few years now, Hadid launched her first collection with the bran in early October, soon after her makeup artist, Erin Parsons, became the company’s global makeup artist.
While relying on a celebrity for influence is by no means a novel idea, Maybelline has been particularly smart about leveraging the opportunity, said Garner. It ensures that Hadid posts frequent Maybelline-centric content to her own Instagram account, where she has over 36 million followers. In the 48 hour period surrounding the lines UK launch on October 12th, she shared 7 related posts.
What’s more, Hadid always mentions Maybelline in the tags and comments, a strategy that helps push her many owned followers to the Maybelline account, said Gardner. After the model announced the first online sale of the line on the Boots UK website, the product sold out in 90 minutes.
“Paying a spokesperson is one thing,” he said, “but effectively using the channel is another.”
Our team of dogged and dedicated reporters and editors spend months culling research on the world’s top companies. But this year—for the first time ever—you can submit your own organizationto become a 2018 Most Innovative Company.
Here’s how you can put together the best possible entry for our team of Most Innovative Companies editors. (And don’t forget to download our MIC special edition and how-to guide here).
Identify Your Innovation Bucket Fast Company takes an expansive view of what constitutes innovation: Product innovation: We’re happy to celebrate a successful new entrant in the market that serves a previously unmet need, such as new lifesaving drugs from Gilead Sciences or Casper’s mattresses and bedding. Creative innovation: We gave the nod to the ad agency 72andSunny for breaking through the clutter with great work in a variety of media for clients ranging from Starbucks to Activision to Google. Sometimes, of course, an innovation hits several of these notes or belongs in a category we haven’t mentioned here. Business-model innovation:Warby Parker introduced try-before-you-buy to eyewear and has led the way in marrying real-world retail with e-commerce.
Focus On A Project Tell us about a particular initiative. It’s not enough merely to state that your product or strategy is innovative. The key is to isolate the novelty in what you’re doing and delineate how and why it’s different from what’s come before.
Be Concise, Yet Descriptive We are not accepting attachments of any kind, including presentation decks or visuals. The more detail you can provide in the space allotted, the greater the case can be made for your innovation. What makes you most excited when you think about what you’ve developed? Which of your features are your customers are buzzing about, either in communicating back to you or among themselves?
Share Your Completed Work If you’re an architecture firm, finished buildings will garner more attention than those in the planning stage. If you’re a pharmaceutical company, an FDA-approved drug matters more than a promising clinical trial. In-progress ideas will certainly be considered, but completing the work counts.
Choose Your Strategic Weapon Technology is transforming every aspect of our world. How are you using it to get a leg up on competitors? Or perhaps good design is…Continue reading
Recently we had discussions with some brand marketing and social media specialists who shared a common concern about the etiquette and ethics of social media followers and following. While social media is a goldmine for marketing opportunities, more often than not, followers look for specifics when they choose to follow someone or an organization. We asked them to honestly consider the following questions to see if the problem they shared fell under the following individual analyzations:
(A) Is your content relevant to your brand? (B) Do you offer something fresh, informative, consistent and useful? (C) Are you doing too much self-promoting? (D) Too much message automation? Automated messages can be a major turnoff, especially when message inboxes are flooded with these bots. Who has time to read all of that stuff? Most of the time such automated messages are ignored or deleted. (E) Do you personally engage with your followers?
Let us also point out that you will probably see many affiliate accounts following you on your social media site, advertising how to increase your social media followers by purchasing a package for a certain amount of followers. While many people desperately think this is the way to go to quickly improve their followability, we don’t advocate it and besides, it is not a guarantee. We believe in authentic organic traffic. Besides, what type of database guarantees you will get these followers and what is the quality of those followers should they follow you? It may take time, but depending on your industry or the content of your personal page, everyone’s pace and consistency in posting will deliver different results. There is no “One Size Fits All” cookie cutter formula for everyone.
Our discussion touched on another disturbing trend that all of us face. You will get someone to follow you and after you follow them, they will unfollow you whether it takes a day, week or month later. You watch your following numbers go up as your followers decline. Now, while the above 5 questions are legitimate, this deceptive social media tactic “I follow you, you follow me, I unfollow you and you still follow me” has many screaming foul.
While you may often wonder, as we do, why people who have 125K plus Followers initiate to follow you, when you only have 500 Followers, although they could genuinely want to follow your brand, more often than not we find there are ulterior motives. Should you choose to reciprocate and follow them, sadly you wind up discovering when you check your analytics you notice they quickly unfollowed you just so their metrics will look good. Unless you are interested in their brand offering, we suggest unfollowing them in return. As you can tell, we are not a fan of this type of deceptive cat and mouse social tactics.
Look folks, in business, we will always find those who are respectfully ethical and unfortunately, there are some who use slick maneuvers for personal gain. Don’t be socially illiterate to their tactics if this is the case. Be prudent.
And that means everything is a part of your campaign…
By Jon Westenberg Startup mentor
I talk to a lot of businesses that don’t know what they’re doing to market themselves. Actually, scratch that. I talk to a lot of businesses who can’t tell me what marketing is in the first place. To their minds, it has something to do with social media or videos or advertising or calling people to hiring more sales folks or writing blog posts but they’re just not entirely sure…
…and that’s why they’re blowing it.
It’s not that their marketing isn’t working, it’s that they don’t really understand what marketing is, or how it works, or why it works, or anything else. It’s pure chaos, and it’s pure failure just waiting to happen.
Here’s the key to this problem. Marketing and advertising are actually pretty easy concepts to understand. They’re any activity that puts your business in front of the people who pay your business money. It’s really that simple. When you speak to anyone in your target demographic about your business, you’re marketing it. When you write a blog post. Record a video. Change your…Continue reading
Incremental or Disruptive? What innovative methods are better or more suitable for your firm? What measures of innovation have you applied to your real estate business to keep it relevant, and competitive?
Real estate is one of the remaining industries yet to be greatly affected by radical/disruptive innovation (disrupting and displacing established alliances, leading firms, methods or established services and products). However, get ready because that could be changing sooner than you think.
While many companies want decreased risks (who wouldn’t right?) do not be deceived by the lack of current aggressive innovative tactics that could leave you in the dust. Real estate is one of the most highly competitive industries in this country and your organization’s strategy is key to igniting robust development. Will you fight or circumvent your competition?
Firms that implement incremental innovation enhance or upgrade a little bit at a time. Incremental innovation is just a start to keep you from being caught completely off guard when radical innovation invades your industry. Align your forces and business culture to introduce something new and different. Don’t compete or fight for market share, but become the dominant player with radical innovation. Leadership and people cannot miss out on massive opportunities by doing nothing because nothing earth-shattering is happening yet.