Every year, I predict the trends for the following year and so far so good, I’ve been pretty accurate. This year I have some insights based on my experience working on my personal brands: Luxuryja, Love Not Likes and my client’s pages. Here goes:
Time sensitive content will reign supreme: Last year, I did a 2018 Best Dressed list for Luxuryja and was able to look back at the potential fashionista’s pages and choose some of the best looks from their feed. This year, it was a lot harder as less and less people are posting. Yes, some people only posted 4 or 5 times for the year! The truth is the user experience is changing on IG. More people are watching stories rather than scrolling the feed. People like the idea of posting to their stories as opposed to their feed because they only last for only 24 hours. They post things and not feel guilty that it will remain on the page and haunt them in the future.
Removing Likes On Instagram will be a thing: When I named my blogging and influencer network Love Not Likes, people laughed at me, but I knew how much people were consumed with like counts. I also knew that people were leaning towards finding niche communities where they could connect. Which is why Facebook groups will never die. Back in the day, it was forums and now people more than ever are craving community online. It’s no longer about quantity but quality. Alot of marketers are concerned about what this will mean for the future of social media but the truth is that, well–there is no value in a like! Liking a picture may send a message to the reciever that you approve of their picture but liking doesn’t mean that they will go out and purchase your product. It may also be a ploy to get you to pay for more ads on Instagram in order to be seen, as the amount of likes a picture recieves usually means it will appear higher up on the feed.
Building Niche Communities will be a thing: I just talked about forums and Facebook groups but even my niche page Luxuryja, is quite remarkable. The kinds of people that follow and connect with the content are the upper echelon of society and I’m often asked why I’m not covering certain exclusive events. Of course this is changing more and more as people are demanding that we be there. It is important to point out that people follow and interact with pages that they like because of the content. That’s why IG pages about Jamaica do so well. Niche communities are an ideal way of reaching a particular demographic without worrying about spending a huge amount of money. More bang for your buck.
What are some of the social media trends you predict in 2020?
“So great leaders don’t try to please everyone. Great leaders don’t water down their message in order to make the tribe a bit bigger. Instead, they realize that a motivated, connected tribe in the midst of a movement is far more powerful than a larger group could ever be.” ― Seth Godin, Tribes: We Need You to Lead Us
On Sunday, November 24th, Andrea Dempster-Chung of Kingston Creative, asked me to make a presentation on YouTubers in Jamaica. I wanted the presentation to be informative and to tell the real story of the Jamaican content creator community.
Hootsuite released a report in January 2019 on the Digital Report on some of social media statistics. View the full report here.
After introducing myself and explaining some of what the Love Not Likes community is doing including our experiences and positioning micro-influencers to the forefront, I explained that they are able to monetize their platforms which less than 10,000 followers. I discussed how using micro-influencers brings an authenticity as they are more likely to work with brands that they actually like and not just for money.
Micro-Influencers also are usually less expensive and their engagement is usually good because they are more likely to take the time to build their community I.e answer questions and respond to comments.
So now some the trends. I put the YouTubers into categories namely:
In 2006, long before the term “influencer” was coined, I started a t-shirt line called Sprawl Tees. One of the tactics used was to invite people of influence to “rep” the brand. Everyone from musicians to socialites helped us reach thousands of people from as far as Japan. With Sprawl, I developed the brand’s story which was focused on the young, fun, hipster side of Jamaica. As a formally trained graphic designer, I designed every t-shirt. I also developed distribution lines in key areas: Kingston, Mobay and Negril. I sold online to the US, Canada and Europe.If you want to take a trip down memory lane, go here.
What is Love Not Likes?
Fast forward to present day, I launched Love Not Likes six months ago and the impact has been amazing. What is Love Not Likes? An micro-influencer/blogger-centric experiential marketing agency. We create curated experiences for YouTubers, content creators, bloggers and micro-influencers. Just for clarity, for those who aren’t familiar with the different definitions: Content creators are people who take pictures and videos, where as bloggers are those who have a website with articles but may also use imagery. Some have both photos and video, but not always. YouTubers exclusively create video content.
We’re all about inclusivity, meaning, anyone can join and be a part of the community as long as they have at least 1,000 followers. We’re a diverse group from all different niches and backgrounds, ranging from travel to beauty and lifestyle. If you want to join our community, sign up for our mailing list here.
So far, we’ve been to Monkey Island/Frenchman’s Cove and Worthy Park Estate Rum Tour. We’ve also been invited to cover events such as Kingston Creative’s ArtWalk, the opening of Gloria’s Seafood in Ocho Rios and KIG’s Jeep Wrangler Launch.
Some of the brands we’ve worked with include CPJ (Lifespan, Glinter and Energice), Those Creative People, Worthy Park Estate Rum Tour, Worthy Park, Rum Bar, Herboo Botanical, National Bakery, The Label Snob, Cafe Dolce, Oak Wine Cocktail Lounge, Sun Factory which distributes Ipanema flip flops and Grant Foster sunglasses.
Here’s what TCP had to say about working with us:
“We were looking for some great content for our social media marketing efforts, without having to do it ourselves (arrange a photoshoot, get all the talent, etc.).
LoveNotLikes helped us get great content with a variety of locations, talent and content ideas, to use without us lifting a finger.” – Marc Gayle, TCP
Here’s what full-time travel blogger Jhunelle J of simplylocal.life had to say about working with us: Through Love Not Likes, I’ve met and enjoyed the company of multiple fellow content creators. Mixing work and play has enhanced the experiences offered, while providing valuable opportunities to work directly with both established and upcoming brands
I’ve always wanted to work with brands on social media ever since I was motivated to start a blog in 2019. Love Not Likes gave me not only my first few brand collaborations but also community where I could learn and network with other bloggers who are inspiring and hardworking. Tahjaera of livingtheMacLife.blog
I am so happy I found this group. I met some wonderful people in similar fields and it’s been a pleasure learning about them and their journey. I also enjoy working with the brands that are affiliated with Love Not Likes. I am excited for what the future holds and other amazing trips with Love Not Likes. SueTanya Mchorgh, blogger
What is a Micro-Influencer?
We’ve helped micro-influencers, ( micro-influencers are anywhere from 100,000 to 1,000 followers) mostly under 5,000 followers, to create content for their blogs and IG pages, grow their following as well as help them connect with brands. These brands in turn have shared the content and tagged the influencers, helping them to raise their profile and followers.
In the age of the saturated influencer market in Jamaica, it’s important to establish that there are alternatives. Why pick micro-influencers to showcase your brand? Micro-Influencers offer more credibility, they’re more likely to respond and interact with their followers and guess what…build a community!
Going with a larger influencer or endorser can cost you thousands, just for one post.
So, unless you are a huge brand, that just may not be realistic or worthwhile.
A micro-influencer is much more affordable. It all depends on the number of followers and engagement.
With Instagram removing the likes button, the metrics will now be focused on shares and engagement, and ultimately conversions/sales. Bloggers also help search engine optimization and can be a permanent link to your website.
If you’re interested in partnering with us, please send an email to firstname.lastname@example.org. Also follow us on IG here.
I’ve been working in advertising for over 15 years, and as someone who used “influencers” (there wasn’t a name for it at the time) to sell t-shirts online for 2 years, I understand the value of an influencer.
The community is small is in Jamaica, totaling about 20-30 major influencers made up of mostly comedians, lifestyle, beauty and public figure categories.
I was nominated as a People to Watch in 2019, by Kadia Francis, aka the Digital Jamaican who scoured the internet to find micro-influencers and bloggers who write mostly for the love of it and not necessarily the recognition. A micro-influencer tends to have less than 10,000 followers but usually has an intimate community. ( I listed using micro-influencers as one of the 2019 trends in social media. Read here)
We wanted to bring everyone together to bond and network. Most of the people had the same wish–to create content (whether that be in the form of writing, taking photos or making videos, etc), and being able to travel the world while doing so.
The bloggers paid for their transportation and lunch but received reposts and comments from the sponsors, edited photos from established photographers including Machel Witter, Peter Clarke and Darren George (contracted by our partners Ion Communications), to gather content on their behalf. We were even featured on CVM Sunrise. See the full interview below.
So the most burning questions from this experience have been, why call it Love Not Likes? In April 2019, Instagram put out that they were working on changing the platform to eliminate likes, you can read the Forbes article here.
Also, as I said earlier, many of these bloggers do it because they love what they do—sharing their go-to spots in Jamaica, or their beauty secrets, etc. However, they’ve never received corporate sponsorship or even gifted merchandise.
The list of the bloggers/micro-influencers/YouTubers who attended were:
Jhunelle Jureidini: a full-time travel blogger who finds most of the unknown places in Jamaica and highlights them.
Sue-Tanya McHorgh: a website developer and lifestyle blogger who also has an online clothing store.
Diedre McLeod: A travel blogger who teaches travelers how to travel the world on a budget.
Lucienne Antonio: A blogger who also can secure your next budget vacation.
Kemar Royal: a content creator/droner who lives for adventure
Ronnia Cherry, a creative with multiple interests, all surrounding creating a platform for Jamaican creatives. Learn more about her
Tashi Grant: A media maven who started her lifestyle/travel blog called The Hopper
Rachael Campbell: a travel vlogger who likes to party.
Jehmeil Shrouder: a YouTuber on a mission to be successful.
Ornella Green: A lifestyle/beauty blogger who aspires to travel the world.
So I wanted to make them feel special, i.e. find a way to show them and the world, that micro-influencers have value. Many influencers only big up a brand because they are getting paid, which sometimes loses its authenticity.
So let’s even get more pedantic, people think influencer is a dirty/bad word. What is an influencer, really?
An influencer is an individual who’s capable of affecting (i.e., influencing) people’s purchase decisions because of his/her knowledge or authority. What’s more, this individual has a following – usually on social media – in a specific niche, such as fashion, food, fitness, photography, and so on. YouTube marketing is also quite common.
According to influencer marketing research, many companies will hire brand ambassadors to promote their products. While the most visible brand ambassadors are celebrity influencers, micro-bloggers can often get in on the action, too – they increase a brand’s visibility more locally. Another sponsored content format consists of paid for articles and blogs, which appear as editorials in an online publication.
So now we have that out of the way, let’s talk about the alignment with the government’s growth strategy. Chris Dehring spoke at the Jamaica Diaspora Conference a couple of months ago and he talked about the importance of creating alternative job opportunities for young people.
The insights that came out of the trip was that most of them want to live a digital nomad lifestyle. It seems pretty simple, but when you live on an island, you tend to only think about Jamaica and even some think smaller–only Kingston and St. Andrew.
Our aim is to create a network and community with bloggers/micro-influencers who want to monetize. We’ve invited Lauren Dunn, otherwise known as Lauren O Lauren to give a masterclass at CoWork on Thursday, July 18th. Lauren has been working in Silicon Valley and has been able to grow her following and monetize for the last few years. Please call 876 881-7830 to purchase tickets.
We’re also building a community of bloggers, content creators, photographers who want to collaborate. Please follow @lovenotlikesja on Instagram or email us at email@example.com for more information.
Last Sunday, I had the pleasure of being invited to Kingston Creative’s Artwalk. We decided to partner with them for a Love Not Likes excursion. For those who don’t know, Love Not Likes is an experiential marketing agency that creates curated experiences for photographers, bloggers and creatives who want to network and collaborate.
Andrea Dempster-Chung, the co-founder of the Kingston Creative movement gave us a tour and spoke about the importance to gaining support from all areas of society, including creatives.
When Andrea posed the question about how do we engage corporate, we decided that the best way was to show in a real way, not through PR or posed photographs but invite bloggers and content creators to come and enjoy the experience.
It was a lovely day, particularly because we were especially invited for lunch by FNB’s Downtown, a Jamaican fusion restaurant that houses Swiss Stores and is a gallery for resident-artist Craig Phang-Sang. They are known for their famous oxtail. This is a must-have when visiting Downtown Kingston. It was also a refuge for us during the summer heat as we were treated with freshly squeezed lemonade..
We also experienced a pop-up version of The Edna Manley Final Year exhibition, curated by National Gallery’s former director, Veerle Poupeye.
Resonances features six young artists: Trishaunna Henry (BFA Sculpture), Joni P. Gordon (BFA Photography), Leanne Mair (BFA Painting), Yulanah Mullings (BFA Painting), Mark Robinson (BFA Painting), and Keisha Walters (BFA Painting). They work in media ranging from ceramic and aluminium to wood, paper and cardboard constructions, to paper and textile collage, and ranges from miniature scale to very large. Each of the six artists makes use of the resonant potential of the object and the image to speak about more than itself and to invoke stories about social, cultural and historical subjects as diverse as the experience of the Jamaican urban environment and the car culture; the personal traumas of racism, migrant work and childhood sexual abuse; the dilemmas of genetic engineering; and the historical and contemporary cultural significance of shoes.
The exhibition is curated by Veerle Poupeye, an art historian specialized in Caribbean art and an independent curator and writer. Dr. Poupeye is also a lecturer at the Edna Manley College.
Best part of the day, was actually getting to hang out with Charl B. The artist behind the mural, “The Tree of Life,” located behind FNB’s Downtown, off Harbour Street. There are several on the street and we took time to take them all in.
Kingston Creative has a seven year plan to create an arts district where creatives can share workspace, network and collaborate. The long term plan is create a place similar to Wynwood in Miami but they need funding to make it happen. It seems like creating an eco-system where creatives can thrive and companies can get visibility in a heavy foot traffic area seems a good fit.
The brands that have already come on board include Red Stripe, Jamaica Observer, Jamaica Gleaner, Facey Foundation, Paperboy Jamaica and others. If you would like a mural, it can be arranged, I’m here trying to figure out how I can get one myself.
As you know, I’m entrenched in the blogging community and care about the emerging trends particularly in Jamaica. Kylie Jenner launched her lip kit IG filter in November 2018, and got IG buzzing as everyone was trying out the new lippies. As Instagram continues to fight with SnapChat for attention, creating new features will continue to pop up to engage users. So when my fellow blogger, Jhunelle Jureidini of simplylocal.life decided to launch her an IG filter for the summer, I thought it was a great marketing ploy to get some eyes on her travel blog.
IG filters was one of the Social Media trends I predicted to emerge in 2019, and I’m surprised that more Jamaican brands have not jumped on this bandwagon. In May 2018, Instagram launched a program through Spark AR Community that would allow brands, public figures, celebrities and popular creators to create their own custom filters. It’s a beta program with around 20,000 users, so expect more filters to be launched in the coming months. After two initial project trials and denials, Jhunelle continued to build on her new knowledge. The third time proved to be the charm when her ‘Tropic Shades’ lens got a stamp of approval on June 20th.
Anyone can access the filter, just go to camera mode and tap the smiley face on the far right side of the capture button. Rihanna shined bright like a diamond with hers in honor of her Diamond Ball in late 2018. Other popular AR filters have come from Ariana Grande, NBA and Kylie Jenner with her lip kit colors.
Today’s world is much more familiar with augmented reality (AR) as the technology develops. AI is usually a computer-generated image or animation on a user’s view, often for entertainment purposes. Facial-detecting AR gained much popularity after their filter inclusion on the Snapchat social media platform in 2015, and even more so when later adopted by Instagram and Facebook. Jhunelle has seen potential in this growing trend and created a custom face filter which is now publicly available on Instagram.
Always keeping up with the latest digital marketing technology, Jhunelle learned that third-party filters would soon be accessible to companies worldwide.
Her face-detection AR sunglasses frame is placed over users’ eyes in the rasta colours, red, green, and gold topped with the phrase ‘ISLAND LIFE’. It’s meant to provide a tropical vibe to anyone, no matter where in the world they are. To access the exclusive ‘Tropic Shades’, Instagram users would be required to follow her blog’s Instagram page @simplylocal.life then select the effect from the collection of facial recognition filters.
“I’m always looking for new ways to promote Brand Jamaica,” she stated. “Creating custom ig filters is a unique way brands get to show their personality while buidling brand loyalty.” Jhunelle will offer augmented reality filters to brands once Instagram makes it widely available.
Jhunelle offers exclusive discounts and travel tips to locals and tourists about Jamaica through her blog at www.simplylocal.life .Try her instagram filter by following her @simplylocal.life and accessing the filter menu.
On July 18, 2019, Lauren Dunn, otherwise known as Lauren O Lauren will be presenting at the inaugural Love Not Likes Master Class at CoWork Ja focused on monetizing your blog, YouTube and Instagram through influencer marketing. Influencer marketing is million dollar industry in the United States, with Fashion Nova being one of the top spenders. According to Hubspot, 89% of businesses say their ROI from influencer marketing is comparable to or better than other marketing channels.
Love Not Likes is a community founded by Kesi Gardner, hoping to revitalize the Jamaican blogging and micro-influencer industry to monetize and ultimately create alternative income streams for young Jamaicans.
The teacher of the first Love Not Likes Master Class, Lauren is a media veteran having started as a host at the age of seventeen to having her own TV show on Flow.
Lauren is currently living in San Jose, California, where she works in Silicon Valley, the largest tech hub in the world where major companies like Facebook and Google have their head offices.
Given the location where she works, Lauren has been granted the access that many would love to have on a day-to-day basis, gaining knowledge about the current trends and the future of social media. She’s been able to also establish endorsement deals and is a Brand Ambassador for Bumble, a networking app. She is able to bring an international perspective on the world of blogging, YouTube and podcasting.
She has a 33,000 collective audience across her social media platforms, with a blog, YouTube channel and podcast called These Are The Rules. She is looking to teach bloggers and micro-influencers, how to monetize and to show that we do offline is even more important than what you do online in order to make money.
CPJ is offering kiwi strawberry margaritas, Cafe Dolce will be offering desserts. Blow by Blow, Lady Shelly Beauty and Janus Medical spa will be giving away products to each guest.
The Love Not Likes Master Class series will be focusing on different industries such as comedy, food, technology and finance.To sign up for the Master Class, call 876 881-7830. The cost is $5,000. To sign up for our mailing list email to firstname.lastname@example.org.