HelloSociety Blog

Influencer-Powered Social Media Marketing

Tori Stark

October 25, 2016


HS-Logo-WhitepngThe holiday season is just around the corner, and it promises to be one of the biggest shopping seasons yet. According to PwC, spending is going up 10% this year, and both mobile and digital sales will be up about 25%. With more and more stores breaking tradition and closing on Thanksgiving this year, retailers and commerce companies are looking to digital to find holiday shoppers.

As brands ramp up advertising dollars for record-breaking holiday spending, HelloSociety wanted to take a look at how influencer engagement changes over the holidays and see which kind of influencers generate the most engagement.



We queried our database of proprietary campaign data to collect average likes, comments, mentions, tags and latest follower count for each Instagram influencer in a pool of approximately 300 HelloSociety Instagram users. The sum of likes, comments, mentions and tags (i.e. engagement) was then divided by followers to calculate engagement rates. Engagement rates were then averaged across different follower-size silos.

For this study, we defined the holiday season as November 1 through December 31. The rest of the year is defined as January 1 through October 31. Holiday data was taken in 2015 and non-holiday data was collected in 2016.


We found engagement with Instagram influencers increases during the holidays. During the non-holiday period, we saw an average engagement rate of 3.8%, which amplifies to 4.3% during the holiday time. This is of critical value for brands that are interested in boosting their presence among highly-engaged, and focused audiences during this specific time of year.

Most assume that an influencer with a bigger audience equals greater engagement with brands. When we explored the data, what we found was surprising: influencers with smaller followings created the most engagement. Influencers with 35k-500k followers generate between 2.3 and 2.5% engagement. When you look at influencers with more than 500,000 followers, that engagement drops to just 1.6% or less. The full findings are in the chart below:

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HelloSociety campaigns stand out in the coveted 35K to 500K followers segment. This is a sweet spot for the industry because it brings in both a high number of impressions and a strong, well-engaged audience. Additionally, these influencers maintain high levels of interaction through likes, views, shares and conversations within the comments section to keep brand-to-consumer dialogue flowing.

With overall engagement set to spike during the holidays, now is the time for brands to consider investing in influencer marketing. Brands can benefit from working with influencers in these smaller audience-size ranges, because evidence shows that overall engagement during this time is higher.

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Zoe Waldron

October 22, 2015


Crafting a holiday marketing strategy across multiple social media platforms is a great way to increase product and brand awareness, followers, engagement and holiday sales. The first step? Name your holiday campaign as a whole and create a unique hashtag around that name. By creating a simple yet memorable multi-platform hashtag to represent your holiday campaign efforts, you’ll be able to spread awareness efficiently and collectively see participant engagement. The following tips outline ideas by platform for social campaigns to help you increase holiday awareness and sales.

– Pick an official ‘holiday hashtag’ (if you haven’t already) and use it to spread the word about your brand and products during the holidays. Use it everywhere, including your website, social platforms (except Pinterest) and in-store. Make sure it’s unique and that no other brand is already using it. Retweet fan posts to boost awareness and to keep you top of mind.
– Aim to share 7-15 tweets per day. Add your new holiday hashtag to all relative tweets.
– Tweet out links to each platform where you’re sharing content, promotional deal information, exclusive first looks, etc…
~ Consider adding holiday keywords whenever possible:  Black Friday, Christmas Gifts, Merry Christmas, Happy Hanukkah, Happy Holidays, Happy New Year, Winter, etc…
~ Go off of trending hashtags when relative. For example, if ‘#XmasWishlist’ is trending, first research why it’s trending. If it’s just for users to share what they want as a gift, start tweeting out links to your shopping categories, new trending items, and articles with products that would make great gifts. Don’t forget to add your own hashtag after this trending one! Just don’t do more than 2 hashtags per tweet.

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Zoe Waldron

May 27, 2015


Katherine Accettura is a HelloSociety Influencer from Illinois. She has over 1.2 million Pinterest followers. Katherine has been kind enough to share some of her Pinterest tips with us in this week’s guest blog post:

1. Make Time To Pin & Pin Regularly

– Try to pin every day, several times a day. If you don’t pin regularly, your followers may become bored and won’t visit your Pinterest account as often.

– Utilize a pin scheduler every day. Try to implement it into your daily routine, especially while you are going to be busy, and see if it makes a difference in the overall number of repins and likes on your pins

– TIP: A good time to pin is when you begin seeing your phone blowing up with Pinterest notifications (your Pinterest app phone notifications should be turned on until you understand your audience’s schedule). (more…)

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Zoe Waldron

February 19, 2015


Anyone can take a photograph and upload it to Pinterest. A content creator knows how to style a shoot for Pinterest, what lighting works best, and tricks like adding text and stacking images to make those ‘wow’ pins that grab a viewer’s attention while they are quickly scanning their feed. The following guide shares tricks to becoming a master at content creation for Pinterest in no time!

Getting the Lighting Right

Tricks To Getting Good Lighting With and Without Natural Light:

With light

– If direct sunlight is coming through the window, cover the window with a light white sheet or shower curtain so the sun’s light isn’t as harsh and looks more soft.
– If the sun isn’t coming in through the window your direction, photograph it in the shade and brighten as necessary.
– Take shots from different angles, shooting against the sun and with the sun.

Without light

– Have a light box or reflector? See some amazing tips from Pinch of Yum here.
– Don’t have a reflector? Learn how to make your own DIY Photo Light Box from Flax & Twine here.

Set Up & Showing Steps (more…)

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Zoe Waldron

December 17, 2014


♪ ♫ “Things to share… are you pinning? On the page, pins are glistening… A beautiful ‘site, we’re pinning tonight. Pinning in a winter wonderland.” ♪ ♫

Check out these 50+ great, festive boards from some of our HelloSociety Pinterest influencers covering winter inspiration, holiday recipes, NYE ideas, and more!

1. Bright.Bazaar / — Happy.Holidays
2. Mai Spy — Holidays
3. Theresa L — Joyeux Noël
4. Patrick Welker — Holidays
5. Sarah Kieffer | Vanilla Bean — | holiday baking guide |
6. Erin Freedman – Holidays at Home
7. Kristen Gage — Holidays
8. Erin Dollar – Winter Holidays
9. Keegan Adriance – The Holidays
10. Celina Bailey — Holiday…
11. Cristina Ramirez — Holidays + Celebrations
12. Beth Kirby {local milk} — w i n t e r
13. Erin Freedman — Winter Holiday Party
14. Lauren Rabadi — Winter Wonderland
15. Holly Ledingham — Dessert Delights
16. Brittany Cozzens — Holiday and all that is Festive
17. Rachel Follett (Lovely Clusters) — Winter
18. Sweet Vanilla Bean — Christmas/Winter/New Years
19. Jen Goemans — holidays & winter


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Zoe Waldron

October 29, 2014


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On Pinterest, brands want to have great engagement with their images, which leads to high traffic and sales, but many don’t have the resources to take additional photos of their products and make sure they’re optimized for Pinterest or aren’t sure what images will work best.

If your brand wants great content and engagement on Pinterest, consider reaching out to fashion bloggers, photographers, and all-around influential people to be the voice and look of your brand on Pinterest. HelloSociety’s talented and top-followed Pinterest influencers have strong photography and styling skills, the highest Pinterest followings, their own specific niches, and loyal and passionate followings. The content they create is linked to the brands’ products with unique, eye-catching looks to ensure you reach your goals for the platform.

Below, I’ve compared examples of great images and poor images for Pinterest and explain what makes those successful images great and what should be avoided. I hope this will make it more clear about what kinds of brand images you should be aiming for on Pinterest specifically and to remind you of how powerful bloggers’ and influencers’ voices can be.

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Example: 10-Minute Pumpkin Pie Oatmeal from Two Healthy Kitchens. (more…)

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Zoe Waldron

June 18, 2014


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For every major holiday, HelloSociety has an office potluck. After our Easter Potluck Pinterest Party went so well, we decided to throw another one! This time, treats should be red, white, and blue or summer BBQ themed. Influencers from all countries are welcome to participate! We want to involve all of our amazing and talented Pinterest influencer network in our potluck! Many of you may already be planning on making something special for the 4th that you found on Pinterest. At this Pinterest party, you can enter to win prizes for making that Pinterest-inspired recipe you already plan on creating. Sounds like fun, right?

It’s our second HelloSociety Influencer Potluck Pinterest Party and we are so excited! Every HelloSociety Pinterest influencer who participates will receive a $5 Amazon gift card and you’ll be have the chance to win Amazon gift cards ($200 Grand Prize, $100 Runner Up, and $150 HelloSociety-voted favorite). (more…)

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Zoe Waldron

March 19, 2014


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It’s important for bloggers to optimize their content for Pinterest, since Pinterest is such a significant source of traffic for many bloggers out there. Problem is, a lot of bloggers still aren’t doing everything they can to fully optimize their content for Pinterest. This blog post can be used as a checklist to make sure your blog content is Pinterest-friendly and fully optimized to increase repins and likes, awareness, followers, and traffic!

All of these pin & board examples are from bloggers in the HelloSociety network.

1) An exclusive blog-content board

Bloggers should all have a board on the first row of their Pinterest accounts dedicated to their blog content only. It’s even better if that board shares Pinterest-exclusive photos and behind-the-scenes looks that aren’t featured on your other social media sites or blog to keep your followers coming back for more!

Examples: Jennifer Haber Fishkind’s Princess Pinky Girl blog content board & Megan Gilger’s The Fresh Exchange blog content board. (more…)

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Zoe Waldron

February 5, 2014


With Pinterest’s growing popularity in the U.S., it’s no surprise that other countries are adopting the social media site quickly too. In 2013, Pinterest saw a 125% increase in international traffic and Pinterest is now offered in over 20 languages. With the expansion and growing global adoption of Pinterest, the opportunity for brands to make a big impact globally is very favorable.

After Pinterest’s success with its localized version for France, Épingler meaning “pin,” additional localized versions have now expanded to the UK, Italy, Japan, Russia, Poland, the Nordics, Turkey, Czech Republic, Indonesia, and South Korea. Also noteworthy is how Pinterest caters its service to these countries. Japan’s localized version wasn’t just Pinterest translated into Japanese, it also had unique subcategories catered to appeal to the Japanese people, like art, hairstyles, design, products, and food.


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Zoe Waldron

January 8, 2014



Verify your website (profile will have a checkmark next to it)

– This assures pinners that your profile is from the official company or person behind that Pinterest account, if the official website is provided. Learn how to verify for Pinterest here.

Have more than 5 boards, no more than 40

– A brand profile with 15-25 boards is most ideal for having a good variety of content without overwhelming your followers. (more…)

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