Hey Reader,
Long time, no TEA... See what we did there?! LOL In case you need a refresher, Tuesday Tea is a weekly newsletter where we spill serious insider marketing tips, stories, and truth bombs... it's a can't miss for anyone growing a personal or professional brand. Tell a friend to tell a friend.
A lot has happened in the last few months; a new home purchase + move for Erin, 5 weeks in Europe for me (Karly here) and 6 weeks in Europe for Erin. We embraced a very fast-paced spring, and summer of slow family time.
Now, we're feeling refreshed and we're back, baby! Just like all of you, we know that fall is inevitable, and that means big moves, big changes... and we have some exciting things that we're working on which we'll share soon.
But for now, are you ready to dig in?... it's a bit of a long one, but well worth the read!
CONTENT TIPS | The Rise of Lo-Fi Content and Why This is Good for Your Brand
With the massive popularity of "unfiltered" TikTokers and platform-native editing software, lo-fi content creation is taking off.
You may have heard of lo-fi in relation to music which is an abbreviation for โlow fidelity,โ referring to production that includes imperfections, or low-quality recording. Within social media, however, lo-fi content refers to photos or short-form videos with a DIY quality and little to no editing.
Both content creators and brands have leveraged lo-fi content in recent months to much success. The reason why lo-fi content performs best is because it blends in with other organic content on the app. For examples, as we're exposed to thousands of ads across our Instagram feeds or in Stories, people start to recognize ads or sponsored content as highly stylized, produced or unnatural videos or images which are a dead giveaway of an #ad.
Lo-fi content has become a solution for brands wanting to meet customers where they are without the risk of them swiping away.
This news is good for small businesses without sizeable budgets for professional videographers, editors or studios as lo-fi video can be easily created on a smartphone and by teams/employees on the ground further removing barriers to video content creation.
Also, lo-fi content can show a less buttoned up or "picture-perfect" version of a brand which can help consumers relate and connect on a more personal level. Sounds like it might be worth trying, no?!
xo, Karly
TRENDING | Community Brand Trips Replacing Influencers?
During a recent TikTok doom scroll (you know the one, late at night, probably before bed), I ran into a rather alarming algorithm. One that as an influencer, made me quake in my boots: Influencers. Are. DEAD (!!!). Sitting in my bed, I pretty much knew it wasn't true, bc I was very much alive, but like, in the words of Stephanie Tanner: HOW RUDE.
โ
In all seriousness though, the TT in question was stating that brands were now focusing their m-dollas on creating community engagement and sending regular ol' customers on brand trips instead of influencers.
โ
Now, I love living in the comments, and reading the public's takes on things, especially the topic of influencers, because often, comments on influencer brand trip posts are peppered with "must be nice", "I wish they would give the trip to someone who can't afford it" etc. And it gives me pause... because sometimes I feel like the general public maybe doesn't realize that influencers are media outlets. An advertising platform. A way for brands to reach their key demographic with not only an ad, but an endorsement, like never before. An influencer brand trip is not just a fun trip with no strings, but that's what it's supposed to look like to us.
Recently, the brand REFY did exactly what those comments had mentioned. They engaged their community to apply to be selected for a brand trip as a way for the brand to reward the loyalty of their customers (specifically in their IG Broadcast Channel, which, in doing my research for this newsletter, for REFY is a little stand alone marketing channel in and of itself). I adore this concept and think it's absolutely brilliant - if you have the budget, and see the value in engaging and rewarding your community to deepen the connection (which IMO, is THE move, especially in 2024 and beyond), do it even on a smaller scale. REFY went all out and spent a boatload of marketing bucks on a trip to Mallorca that they used for content and as a way to increase their current followers depth of loyalty and brand-interest, driving them to their IG Broadcast Channel, giving them a sense of belonging in a coveted group of like-minded, high-vibes folks. Oh, and I'm sure increased their newsletter subs at the same time as applications required handing over your email address to the brand.โ
โ
โNow, does this replace outreach based influencer marketing? The answer is flat out NO. They aren't apples to apples, and both tactics should be used strategically. Influencers work to get new eyes on a brand and increase the brand value because of the endorsement aspect. Think the Tarte brand trips we've seen (which honestly, take a lot of heat online, but I'm sure increase their sales regardless of the eye rolls).
โ
The importance of nurture (community building) vs. outreach (influencers) has no winner: both are very important to brand growth and increasing sales. โ
โ
โ(of note, all of the girls on the REFY 'community trip' had a certain aesthetic that clearly the brand wants to attract - I'll leave that there ๐)
xo, Erin
So happy to be back, and we'll see you next week!
xo, Erin + Karly
โ
โ
โ