Yesterday I saw a man in the Apple store on Regent Street with a Chanel Boy bag worn cross body with a puffer jacket. It looked chic and believable on a boy! It shows you how, sometimes, this smaller shape is useful for carrying a man’s essentials. Read more - Handbags At Brawn - from TheChicGeek archive.
There’s something elegant about the juxtaposition of a feminine bag and a masculine outfit. It shows confidence, but you may not want to invest too much by buying something like a Chanel. Small car, anybody?! You could get something fun and not too expensive, so this is where eBay always comes in.
If you’re going vintage, you can go luxe. Vintage crocodile is a snip - pun intended - and a fraction of modern prices. There was definitely more crocodiles in the past or they were more affordable to everyday consumers because there are so many vintage crocodile bags around.
Before you bid or buy, study the pictures, read the description and get an idea of size and style. Think about how and what you're going to wear it with and how much you're willing to spend. It also taps into the growing trend for vintage/secondhand items. New to you!
Around - £30 on eBay.
I said it at the start of this year if you’re a brand or retailer and you can make it through 2019 and into 2020 then you’re probably going to be alright. This year has been tough, very tough, and we’re well into the most important segment of the year for some retailers. It’s do or die for many brands who are on their uppers while trying to flog customers theirs.
This period of physical retail contraction is more painful the larger you are and we’ve waved goodbye to some very well known retailers and brands this year which could no longer survive under the perfect storm of online competition, retail saturation and squeezed prices, increase in the minimum wage, Extinction Rebellion/consumption debate, Brexit uncertainty and a snap General Election, cost of returns, prolonged discounting and high business rates and rents.
Christmas has always been a crucial time for retailers, but if it’s your single focus and main time to make profits then you need to rethink your business model and marketing. Many businesses with this old fashioned idea are many of those disappearing or have disappeared. But, it still matters, and a bad Christmas period will see many more retail business announcing their demise come the new year.
The lead up hasn’t been good, but a lot of spend could be skewed by the juggernaut of Black Friday. Sales decreased by 1.3% in September 2019, the worst September since BRC (British Retail Consortium) records began in 1995.
The following month, high street shoppers bought 0.6 per cent more goods in October 2019, representing a drop from 1.3 per cent sales growth recorded in October 2018, but still representing the retail industry’s best performance since April, according to figures compiled by the BRC and KPMG. Looking at a three-month average, which allows for month-to-month fluctuations, total in-store sales of non-food items dropped 3.6 per cent, while food sales grew 1.6 per cent (or 0.5 per cent on a like-for-like basis).
According to Barclaycard, "consumer spending in November (2019) showed a muted 0.9% growth year-on-year as Brits plan for a frugal festive season”.
So far, so bad, but Black Friday was the biggest ever. According to retail intelligence firm Springboard, retail footfall on Black Friday was up 3.3% in comparison with the same day in 2018, with shoppers mostly hitting the shops after work. Black Friday spending rose 16.5% on 2018, Barclaycard said. They said spending was higher as of 10am that morning and “sustained” that high level throughout the day. They said the number of transactions then reached a “new peak” between 1pm and 2pm on Black Friday. Barclays, which has been monitoring real-time transaction data for Black Friday, processes almost £1 in every £3 spent in the UK.
“We recorded a new peak of 1,184 transactions per second between 1pm and 2pm, which is up on last year’s 1,087 by around nine per cent,” Rob Cameron, CEO of Barclaycard Payments told City A.M.
“The volume of transactions has been up all week and in terms of purchasing, we have seen a high level on spending from midnight all the way through.
“This is fantastic news for retailers, with our data showing that transactions have also been strong throughout the week,” says Cameron. “With many retailers spreading their deals out throughout the week, they will be encouraged to see this hasn’t cannibalised sales volumes on Black Friday itself.” he told City AM.
The volume of transactions on Black Friday rose 7.2% year-on-year, while the volume of transactions on Cyber Monday - the following Monday - was so far up 6.9%.
While this discounting could affect margins, it appears the hype of Black Friday and perceived discounts is something retailers are taking advantage of. The consumer title, Which? warned that few real deals were available, with most goods cheaper or available for the same price at other times. It found that just 4 of 83 products they studied last year were cheaper during the Black Friday promotions.
Black Friday benefited from falling on or just after payday this year with many people paid on 28th of the month. Black Friday has been big, but has is been big enough? The last few years saw many retailers see a wash of sales just before Christmas which allowed them to limp on into the next year. It appears that retailers are finally understanding how to play the Black Friday game; getting rid of unwanted stock while holding firm on in-demand products. It will be interesting to see the level of returns and this giant spike can be difficult to manage, especially for smaller retailers which less stock holdings.
The retail figures show a consumer holding tight until to Black Friday, and it will be interesting to see, now those purse strings have been loosened, whether it continues in the final few weeks until Christmas especially with the distraction of a General Election bang in the middle of that. See you in the next decade?
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The Waterpik innovative Water Flosser will ensure any residual food or bacteria is gently flushed from around the teeth and below the gum line doing away with the need for floss or interdental brushes. With 45 seconds of water capacity in the chamber and the ability to remove up to 99.9% of plaque from treated areas, it is the #1 model recommended by dentists in the oral health-obsessed USA.
The Waterpik innovative Water Flosser is said to be up to 50% more effective than string floss for improving gum health and twice as effective for gum health around implants when using the Plaque Seeker® tip. It cleans between teeth and below the gum line where tooth brushing misses. It is up to 3x as effective as string floss for removing plaque around braces when using the Orthodontic Tip.
The tip rotates 360 degrees, so you can reach all the areas of your mouth and comes with four tips – a Classic Jet, a Plaque Seeker® Tip, an Orthdontic Tip, and Tongue-Cleaner.
TheChicGeek says, “Flossing is a pain, both physically and figuratively, but your dentist will always tell you to do it, every day! We often skip flossing, so anything that makes it easier, less painful and quicker should be a welcome edition to anybody’s bathroom cabinet.
This is really is simple to use - you may spray your bathroom mirror with water on the first use though - and has a large base which holds the water so it’s not easily knocked over.
The high water pressure on the gums makes them feel quite sensitive, particularly if the water is cold. I would suggest filling up the base when you’re done, so the water is at least room temperature for the next time you use it.
I didn’t exactly look forward to using this every night, but I don’t look forward to visiting the dentist either. I was never good at sticking to my flossing, so I feel this will at least make up for that. You can see some of its work when you spit in the sink, but the idea of flushing between the teeth with water feels much less intrusive then dental floss."
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Not to sound too much like Scrooge, though he is part of the problem, but have you noticed how all the Christmas adverts look the same this year?
Their nostalgic Dickensian approach of snow, jingle bells, street urchins and false bonhomie is strikingly similar and just doesn’t feel particularly fresh from retailers trying to smile through the pain of the current retail environment. It feels faker than a Trump press release and disappointing and safe from marketing departments crossing everything and hoping their brands make it through to the new year.
Left - More urchins? Sainsbury's 2019
What started with wise men offering up gifts was hijacked by retailers and brands over the past century to make all their year’s profits in a few short months. Today's Christmas is, arguably, an American creation of commercialisation. It was Coca-Cola after all who changed Father Christmas from green to red to suit their branding.
This isn’t about taking Christmas back to its meaning, whatever that is, it’s about reflecting contemporary times and stripping the crap out of Christmas, which sits alongside Halloween and Valentine’s as commercial ‘Festivals of Crap’ with our overindulgence reflected in the bulging brown bin the days after.
Christmas needs a reboot to take it from Victoriana fake-fest to a simpler and more sustainable pagan and friends and family focussed festival to get us through the longest nights.
“Most of Christmas ads look almost identical because agencies and brands start from the almost same brief: ‘Lets create a piece of heart-warming storytelling that people will share online, so avoid pushing a specific product. Make it pretty’. says Marcio Delgado – Influencer Marketing Campaign Manager and Producer, www.marciodelgado.com
"On paper, for the purpose of approving production budgets months before Mariah Carey’s ‘All I want for Christmas is you’ climbs back the charts – again – it seems the perfect deal. However, when customers start being bombarded by similar content, exhaustively promoted within their social media feeds and favourite TV shows, it all starts to look too much of the same.” says Delgado.
Lesley Stonier, brand storytelling and marketing strategist. Founder of We Mean Business, London - helping women and entrepreneurs find their authentic voice and share their story with confidence, says, “I think for the last 5 or so years we’ve seen John Lewis and even more recently Lidl/Aldi do very well from a certain style and format of ad. I believe the briefs the ad agencies are receiving from these companies and their competitors now will be something like, I want what they are doing, but make it ours.
Right - More snow? John Lewis 2019.
“It just all feels very same-y and therefore it becomes difficult to distinguish who the retailers actually are. There’s no stand out brand this year. The ads all blur into one Christmassy mass with no distinction. Food, kids, 18th century nostalgia, it’s difficult to tell them apart now.” says Stonier.
Stephanie Melodia, marketing specialist, founder of startup marketing agency, Bloom says, “Persuasion is at the root of successful advertising, and the mechanism to this is by appealing to people’s emotions. As a nation that has become less religious and traditional over time, Christmastime no longer bears the same connotations as before. Instead, the “Dickensian nostalgia” plays to the magic and joy one can only achieve over the holidays - whether its spending time with loved ones, exchanging gifts, enjoying good food & drink, or all of the above! It’s worth noting the generations that the Dickensian style will appeal to have quite a vast age range, from the grandparents to the millennials, (thanks to Mr. Dickens' literary genius in itself, as well as the modern remixes, like The Muppet Christmas Carol - for example).
What can brands do to differentiate themselves more and make their marketing campaigns feel more contemporary? “Firstly, they could focus on what their unique perspective is on Christmas. Although I think that’s where the challenge ultimately lies. When it comes to retail, we now have promotions for Christmas starting 2 wks before Black Friday so it’s very hard to differentiate except via price.” says Stonier.
“John Lewis, for example, could have led the pack by taking a more sustainable approach to Christmas. Encouraging less packaging waste for example. Or a supermarket encouraging less food waste. That would be a different approach and that would have much greater stand out because you’re changing the story people expect to hear, and giving them something different to mull over, giving them a reason to choose to do something different and make that choice with you.” she says.
“Behavioural changes, especially at a large scale, take a long time to kick in (whilst there is still lots of impactful work happening at the moment!)” says Melodia. “Hardwired social traditions like exchanging gifts at Christmastime won’t go away any time soon, but people are definitely thinking a lot more about how and what they buy than before. Retailers need to have sustainability at the heart of their businesses (if they don’t already) and beware of the PR risk in greenwashing while doing so.” she says.
Left - Tesco's 2019 Christmas table
Will this type of Christmas survive Extinction Rebellion and people rethinking over consumption?
“I think shoppers will always shop on price discounts. But it doesn’t drive loyalty so the retailers are just creating a vicious cycle that is then difficult to extract yourself from.
“There’s a risk to a different approach, but I’m surprised no one has capitalised on the consumer demand for more sustainable approach to life, and taken Christmas, the season of excess as the time to put a stake in the ground.” says Stonier.
What will Christmas look like in the future for brands and retailers?
“I don’t have a crystal ball, but I can see us ironically returning to a simpler, less extravagant time, much like the Dickensian era. Where gifts are made rather than bought, and that we focus on the meaning and act of giving rather then needing, wanting and buying.” says Stonier. “The reality is there is very little we “need” now days in first world countries. We’re saturated. So what comes next? People search for meaning and purpose, and brands are doing good in the world, will be leading our hearts, minds and wallets in the future.” she says.
“We’ve already moved so far away from the religious and familial traditions from a mere century ago, the rate of change is only accelerating faster and faster. I believe people coming together and enjoying shared experiences will be the core festive factor that will remain for the foreseeable future, with the consumerist side of the holidays on the down.” says Melodia.
These Christmas ads are looking as done as the designer Christmas tree. This isn't about taking out the fun and the coming together of Christmas, it's about a fresher approach that is more reflective of where we are right now as consumers. The Christmas future looks simpler and less wasteful. ’Please, sir, no more!’.
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In the Wham Rap! it goes “Boys in leather kiss girls in pearls!” Fast forward to 2019 and it’s more likely to be girls in Bottega leather kiss boys in pearls. Thanks to Harry and his giant pearl at this year’s Met Gala - See more here - the pearl necklace is the menswear accessory of the season.
Pearls are the oldest gem on earth and have been treasured for centuries. Their appeal declined in the mid-20th century, when Japanese entrepreneur Mikimoto Kōkichi invented the ‘cultured’ pearl, which rendered them no longer a symbol of wealth.
As part of the GIAMBATTISTA VALLI x H&M collection - See more here - this necklace is made from real freshwater pearls with an antiqued metal hook fastener and pendant.
Left & Right - GIAMBATTISTA VALLI x H&M - Pearl Necklace - £49.99
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Left - Harry Styles in Gucci at the Met Gala 2019
Inspired by the warmth of a Moroccan evening, the fusion of spices coming from the medina and the hues of the setting sun over the ocean viewed from the rooftops of the Essaouira, The Hour of Dusk & Gold is the latest fragrance from British brand, Parterre. Persian wild carrot seed and angelica root grown of Keyneston Mill, are embellished with orris and a swirl of nutmeg, lavender, and bay.
TheChicGeek says, “Parterre launched two year’s ago with the ambition of turning a corner of Dorset into Britain’s answer to Grasse - See Label To Know - Parterre from TheChicGeek archive - here I wanted to see how they were getting on. Like I said to the founders, Julia and David, when people planted vineyards in England, decades ago, people scoffed, and the same could be said for this idea. As the climate changes, this could become a leader in this field for UK grown fragrance ingredients.
While the fragrances aren’t 100% UK grown, this new scent does includes carrot seed and angelica root from their farm.
This is lightly spiced and it has that attractive warm and dry sensation from the carrot seed. The iris orris root always enhances and gives depth to the other notes, but nothing sticks its head out here as individual notes. As a fragrance is it wearable while offering something different without trying too hard, but I do think it’s important to give fragrances more simpler and memorable names."
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From the brains behind Bulldog Skincare, Waken is a new, premium mouthcare brand launching four vegan-friendly mouthwashes and a "chic" sipping cup. Presented in eco-friendly aluminium bottles and using natural mints and other botanical extracts, Waken’s recipes have been crafted with your wellbeing at their heart to give you fresh breath while being kind to your teeth and gums. The four flavours are PepperMint, SpearMint, LemonMint and Aniseed Mint.
I sent Simon Duffy, Founder of Waken Mouthcare, a few questions:
CG: When did you leave Bulldog and why?
SD: I’m actually still involved with Bulldog and it’s going really well.
Waken is a new and completely separate brand. We thought that the existing mouthwash brands were tired and wanted to try something new!
CG: Why the focus on mouth care?
SD: We think that the mouthwash industry has been focused on the wrong things for too long. It’s time we moved past the harsh ingredients like alcohol, synthetic mint and plastic bottles. We have a more progressive vision of mouthcare that aims to be kind and gentle while also delivering on performance.
CG: Where did the idea come from?
SD: Our vision is to promote wellness by championing mouthcare. A healthy mouth is essential to your general health and wellbeing as we believe it acts as a gateway to the rest of your body.
Many mouthwashes use harsh chemicals that can leave your mouth dry and irritated. Waken mouthcare is alcohol free and uses gentle, progressive ingredients that help protect, moisturise and condition.
We use natural mint and other fantastic botanical extracts such as Sicilian lemon and Eucalyptus to work with what’s already beautiful about your mouth.
CG: What’s different about Waken?
SD: We think there are two main areas:
Firstly, our formulas are very different from those used in conventional mouthwashes. We don’t use any artificial flavours or artificial colours to start with, and each mouthwash is completely alcohol-free. This means you won’t feel a ‘burn’ or experience a dry mouth feeling that you can sometimes get from formulas that are high in alcohol.
Instead, we use natural mint and other fantastic botanical extracts to work with what’s already beautiful about your mouth. It was amazing to us that although the dental category relies so heavily on mint as a flavour, much of the mint we taste in dental products is unfortunately artificial. This was something we wanted to change.
Secondly, we’re using aluminium bottles and caps, rather than using plastic bottles and caps. Switching to Aluminium is a great way to reduce your plastic footprint. Aluminium has a brilliant track record in recycling and is highly likely to be recycled. The great thing about recycling aluminium is that unlike plastic it doesn’t degrade. That means that you can recycle it endlessly. The good news is that nearly 75% of all the aluminium ever made is still in use (Source: The Aluminium Association website, accessed November 2019, ‘Facts at a glance’). If we compare this with plastic, a UC Santa Barbara study estimates that of the 6.3 billion tons of plastic waste humans have produced, only 9% was recycled (Source: Geyer et al. 2017, ‘Production, use, and fate of all plastics ever made’ in Science Advances).
Overall we want to take you from a chemical world of cleaning to a fresh new world of caring. We’re focusing on beauty, wellbeing and sustainability. We often summarise this as ‘Don’t Just Clean. Care.’
CG: What’s the future for mouth care?
SD: With more of us increasingly aware of our environmental footprint we hope to see more eco-friendly options available in mass retailers. We also think there will be growing awareness about the role that the mouth plays as a gateway to your overall health. Recently we have been seeing more and more scientific studies looking at the potential negative side-effects of using alcoholic and anti-bacterial mouthwashes. I think we will see more research into the idea of good and bad bacteria in your mouth. If you look at “The Dental Diet” by Dr Steven Lin, he says “if you see a mouthwash that claims to kill 99.9% of germs, you should run far, far away.”
TheChicGeek says, “This has been nicely thought about and branded. Waken recommend a 20ml dose - which I found a little bit too much - which would mean your bottle of 500ml would last approximately 25 days. That’s £8 for less than a month’s worth of mouthwash. It’s going to be a tough task to get people to pay this, especially when mouthwash is often seen as a pound shop type product.
The aluminium bottles are really nice and it says not to swig straight from the bottle, so you do need another receptacle, because, unlike other brands, the cap is too small to double up for this. Waken offer a metal cup for a additional £4.
Of the four flavours, my favourites were the two standard mints; PepperMint, SpearMint. The lemon and the aniseed flavours just weren’t quite as enjoyable as the other two and had a stronger after taste.
I do think this needs to sell more teeth/health benefits because natural ingredients and recyclable packaging are probably further down the list of purchase motivators than say gum and teeth health or fresh breath."
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We could possibly thank Conor McGregor for the fucks in menswear or it could it be the arrival of the ‘Fashion Wanker’? - See TheChicGeek’s new book - here. Whatever it is, Nick Holland is back with his Holland Esquire label. Turning his back on wasteful seasonal collections, he is doing themed micro drops with names such as ‘Doggy Style’, ‘Allotment Lovers’ and, ‘Fuck!’ from which this dress shirt is from.
I’ve been an admirer of Nick’s eye for a long time and his dedication to the detail. This shirt comes with a matching pocket for those moments when ‘fucks given’ is another way to say you care!
Disclosure - A shirt was gifted by Holland Esquire
When was the last time you felt truly inspired by a luxury brand’s website? Regardless of the cute little illustrations or achingly cool ad campaign flipping past, mono-luxury e-tail hasn’t really moved on over the past decade. It’s as though they still feel the brand is enough.
People don’t dress like this, and just to replicate the physical store online is to create a glorified warehouse or catalogue, which doesn’t take into account the element of personality, pampering and leisure which makes physical shopping a pleasure for many and the reason most people desire these brands in the first place. It’s not seductive.
Left - Celine.com - Have mono-luxury sites moved on in the last decade?
During this same time period, multi-brand luxury retailers such as matchesfashion.com, Far Fetch and Net-A-Porter have grown their turnovers into the hundreds of millions of dollars thanks to their ability to tap into people’s desires for newness and vast amounts of choice. These retailers are basically online fashion department stores just minus the fridges and toasters. People like to skip between brands and cherry pick items across them in the most efficient use of their time. Going onto individual, mono-brand websites, especially if you don’t know what you want, feels like a blinkered process and like you’re not getting a full view of the fashion landscape. It also feels, on the majority of sites, as though there isn’t much on there. It is just isn’t very satisfying.
Last week, Farfetch Chief Executive, Jose Neves, predicted that brands would pull out of multi-brand retailers online and operate as e-concessions on marketplaces instead, much as they have done in bricks-and-mortar department stores. And, last year, Kering announced it would take some of its biggest e-commerce websites in house, by the first half of 2020, putting an end to a seven-year joint venture with Yoox Net-a-Porter (YNAP).
Kering’s online sales made up just 6% - this is against 18% of UK retail as a whole - of its 6.4 billion euro turnover in the first half of 2018, but it did grow by 80 percent in the third quarter, faster than revenue growth in department stores or its own shops. If these brands want to reflect general online retail sales they will need to double or triple the percentage of sales coming from online.
Taking back control of the Alexander McQueen, Bottega Veneta and Balenciaga websites will allow Kering full access to information such as client data.While this is great for the brands and the back-end, tech side, customers will notice little difference unless they have a radical rethink of how they present their brands on the front-end. Consumers are used to scrolling and discount incentives to drive sales which many of these brands, outside of sales season, won’t offer. It can also feel very clinical.
According to a report by Deloitte “Big data may help luxury brands to provide personalized and superior customer service through consumer segmentation, behaviour and sentiment analysis, and predictive analytics. Several luxury brands, such as Louis Vuitton, Burberry, Tommy Hilfiger, Dior and Estée Lauder, have already started to take advantage of these technologies, using AI-powered technologies, such as machine learning and analytics, to offer more personalized and timely customer services. They implemented their own AI-powered chatbots and now can sell products using targeted marketing, personalization, and timely automation.”
In November 2018, Kering created a data science team at group level to improve the service and shopping experience of its clients. Kering intends to get real-time 360-degree view of its customers to deliver rich and personalised experiences and meet their specific needs. LVMH, doesn’t break out separate online sales information, but they did reveal that the group's online sales rose by more than 30 percent in 2018. Ian Rogers, the first ever chief digital officer of the LVMH group, told Wired, last year, that he doesn’t like the word "digital" and he has the very tricky job of matching the luxury online customer journey with the pampered, indulgent experience IRL.
“It’s not the case that luxury shopping becomes self-serve on the internet: if I do buy something I expect a high level of service, even if I’m remote.” he said “You can see it's definitely strategic for us to invest in remote customer support, and it's directly downstream of our Internet strategy. There's this nonsense land of digital transformation where people wave their hands and they talk in impractical terms. Keep drilling until you have something practical that works and then rinse and repeat. Lose these nonsense words like "digital", like "data", like "social media". You have to get rid of this digital umbrella because it's just too broad. When somebody says, "We're really behind on digital", my response is, "You're behind in every aspect of your business?” he said.
Right - Spot the difference - YSL.com
According to Kering’s Chief Client & Digital Officer, Grégory Boutté, “Digital can be many different things at once - a distribution channel; a platform for offering seamless omni-channel services to clients; a driver of brand image and visibility; and a tool for engaging with customers in a personalized way. Digital technology, data science and innovation provide a way of offering our customers the best possible experience – on every touchpoint” he said.
Online and off-line isn’t separate, most brands now offer services such as check availability, reserve in-store, make store appointment, pick-up in-store, return in-store, exchange in-store, and buy online in-store. Kering said it will continue to develop partnerships with third-party e-commerce platforms "when relevant", but we’re seeing the beginnings of a power struggle between brands and retailers. They both need each other.
Now these luxury groups are focusing on their websites they need to rethink the entire thing. Their rigid ‘aesthetics’ and branding doesn’t allow for personality. Mono-brand luxury sites are restricted by the volume of product and while it changes, it doesn’t change often enough to the levels today’s customers have become used to.
Brands, such as Prada, Saint Laurent and Celine, also sell a lot of black, which doesn’t shoot well and doesn’t make the most inspiring of online images. Add in ‘collab. fatigue’ and these brands really need to develop a new idea for websites if they want to increase sales and move away from multi-brand sites.
Luxury brands have built themselves a boring digital straight-jacket and need to start thinking differently. They could offer FaceTime with sales associates in people’s local stores, or offer a live view way of browsing in-store and matching to items online. It’s going to be about making the virtual real and vice versa. There are many possibilities, but they need to unthink the “brand”.
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It looks like they’re finally doing it. Instagram is about to push the delete button on ‘likes’. Instagram CEO, Adam Mosseri, has announced that the platform would begin testing the change in the US this week. It follows Brazil, Canada, Australia, Ireland, New Zealand, Japan and Italy, where Instagram has experimented with not displaying the number of likes to other users.
"Right now we're testing making like counts private, so you'll be able to see how many people liked a given photo of yours or a video of yours, but no one else will," said Mosseri. “It's about young people," Mosseri said. "The idea is to try to 'depressurise' Instagram, make it less of a competition and give people more space to focus on connecting with people that they love, things that inspire them."
While Instagram is citing users’ mental health and wellbeing as a reason for the change, cynically, could it be a way of Instagram disguising and masking falling engagement and growth across the entire app.?
We passed peak Instagram a while ago, and, with some users engaging in behaviour described as ‘clout chasing’, pursuing likes with the intent to become famous, and ‘sadfishing’, the act of someone making exaggerated claims about their emotional problems to generate sympathy and more attention and likes, it has become, to many, a dysfunctional arena for attention seekers.
Kayli Kunkel, Marketing Director for HYPR, an influencer platform since 2013, says “I don’t believe Instagram is suffering from a decline in engagement or that the motive behind hiding the likes is to make that less visible. If you believe Instagram, their motives are the well being of the users. If you are a bit more cynical you may argue that likes have been used as a driver to monetise Instagram without giving the platform a cut. Influencer marketing as an industry has become extremely reliant on likes as a metric. So its possible they are trying to reduce accessibility to this information for commercial reasons.”
“Regardless, it’s my belief that likes are a terrible metric to measure anything. No two likes are the same. You make like something because you intend to buy it or you may just be a person who likes a lot of photos. No information about the identity or intention of the likers is available, so marketers, influencers and audiences can’t really learn much from them except for a general “level of engagement” metric that helps our ego or makes us feel like we did some due diligence.” says Kunkel.
Rebecca Holloway, Social Media Strategist (@beccasocial), “I would like to think that the removal of like counts will mean fewer bots, however, it wouldn't surprise me if these became more prevalent in inflating follower counts. Along with the number of comments on a post, this will become one of the only ways brands will be able to see how engaged an audience is with influencers they may be considering working with.”
“Despite these changes making life trickier for brands and influencers navigating sponsorship deals, I do think it will have a positive impact on casual users of the platform. I expect that at first many will find it quite strange, but will adapt quickly, and soon forget that like counts are missing. I would hope that this has a positive impact on users' mental health and that they aren't posting for likes, but instead posting content they have really enjoyed creating.” she says.
By June 2018, Instagram had reached the 1 billion monthly user mark. In the US, influencer fraud, including purchasing fake followers, likes and creating fake personas, is estimated to cost businesses $1.3 billion a year, according to research from cybersecurity firm Cheq. US companies spend an estimated $8.5 billion annually on influencers according to influencer marketing firm Mediakix. On a good day, roughly 15% of the corporate dollars spent are lost to fraud it is estimated.
William Soulier, CEO and co-founder of Talent Village, who conduct influencer campaigns for brands, says, “Digital metrics have allowed brands to measure the performance of all promoted content on Instagram and ultimately judge the success of their social campaign. Therefore by Instagram removing a vanity metric such as "likes" on in-feed posts, both users and brands should hopefully become focused on less tangible metrics, but arguably more important factors such as the quality of the content produced.
“The problem is that it's very difficult to measure something like "quality", and therefore it seems inevitable that brands will shift their focus to the next quantifiable metric such as engagement. By hiding likes on the user’s feed, Instagram is giving a chance for content to stand out for its quality and not for its engagement.” he says.
Araminta Sheridan, founder of Araminta Marketing says, “This is a great decision from Instagram. Instagram used to be an anti-media, an authentic experience. Whilst so many incredible things happen through Instagram every day (mental health movements, communities are formed, body positive beauty), it has become so curated. I look forward to people using the platform more openly, less concerned about what other people think. I think this will result in a reduction in toxic behaviour and an increase in genuinely good content. I also think people will start to socialise through the platform again. Less passive ‘double tap’ behaviour, more conversation.” she says.
“Instagram is like a game for some people, people will always find ways to ‘beat the algorithm’ so that they can compete alongside people and companies who can afford to advertise. Changes may solve some problems and cause others to arise. Like most businesses, it's a game of whack-a-mole.” says Sheridan.
Some people are saying upstart Tik Tok is more authentic? “Maybe, it is newer which make authenticity easier.” says Sheridan. “The ‘better’ an app gets, the ‘better' people get at it. How will they avoid their own authenticity problems? Watch this space I suppose!”
Nikki Hesford of www.hesfordmedia.co.uk, a digital agency specialising in FB and IG, says, “Tik Tok is growing massively but it still isn’t that mainstream and most brands haven’t worked out yet how to leverage it into sales. If it does stay the course, the early adopters of the platform who are using it now will see the greatest benefit, as with all platforms, it’s easier to make an impact when you’re there at the start. I think many brands are ambivalent about whether to put the effort into Tik Tok or if it will fizzle out – but like most videos on the internet, a lot of planning, and staging from media agencies has gone into making it look authentic and ‘off the cuff’!” she says.
While, for many, it is hard to believe that Facebook, Instagram’s parent company, is doing anything altruistic, it still wants to keep its cash-cow healthy with a thriving population active both physically and mentally.
Hannah Elderfield, Associate Insights Director at Canvas8, says, “Hiding likes is something that has come about primarily to help protect the mental health of everyday users. But the assumption has been that ‘hiding’ likes may negatively impact brands and ‘influences’, for whom such ‘engagement’ has been an important metric - that’s not necessarily the case though.
“When ‘performance metrics’ are displayed publicly, it sometimes dictate what type of content gets posted or shared - especially on certain platforms. And that’s contributed to a rise in ‘cookie cutter’ posts - influencers know what ‘works’ for their audience and often repeat what’s performed well in the past, but many feel that that’s led to a lack of creativity in this space. Removing likes may well free up brands and influences to try new and interesting things, freed from the shackles of public endorsement.” she says.
“There’s another element here in that ‘virtue signalling’ (or a lack by which to do so if likes are ‘hidden’) could give a more accurate view of what people are enjoying. For example, people will no longer be able to like things to be seen to like them. They’ll only be able to signal directly and that’s a very different dynamic which could result in more authentic and honest interactions online.” says Elderfield.
Hesford says, “My view is that actually, it’ll make very little difference. For a long time “likes” have become meaningless both in terms of performance algorithm, and public perception - the only people who will be affected by this are those seeking validation from “like counting” (usually young, impressionable and quite vulnerable girls and boys) so this can only be a good thing.
“You may have noticed a lot of brands post stories 5-6-7-8 times a day, yet publish a “post” only once every few weeks, due to the nature of how obsolete they are becoming.” she says.
“Facebook - who own Instagram - is similar to Apple in that they’re at the cutting edge of innovation – they aren’t reactionary. They don’t ask people what they want, they just do it. People always complain at the introduction of every dynamic new change, but ultimately people accept it and it makes the platform a better place. For Instagram to keep growing, it needs to clean up it’s image of ‘fakery’ before consumers become too sceptical of the authenticity of the content they are exposed to and start to become fatigued. Click farms and bots can ‘like’ images very easily, but it requires a more sophisticated set up to automate fake commenting, so the intention here is to reduce fake interaction, which of course will make it stronger.”
“Whether FB/IG genuinely cares about its users’ mental health, or whether it’s a PR strategy with commercial aims – only they know! But in any event, it is clear to most regular users of IG that the platform causes feelings of inadequacy. While they may not cause mental health problems, there is no doubt they trigger existing sufferers of depression, anxiety, eating disorders and self-harming, when vulnerable people are bombarded daily with messages that say ‘everyone else is achieving more than you, are slimmer than you, more beautiful than you, have more money than you’ etc.” says Hesford.
“Influencers probably hope that their followers will express their thoughts and approval with more meaningful interactions such as commenting, in the absence of tapping a like button. If that were to be the case, it would create a more authentic metric on which to measure the influencers who have a real following versus those who paid for theirs. Those who have built a genuine following will be pleased about this change. It could see smaller influencers with maybe 20-30k followers emerging as having more commercial opportunity than others with 100k+ because it will become obvious to brands, which ones actually have an engaged audience.
“As a marketer for brands wishing to spend money with influencers, it can be incredibly difficult knowing whether the influencer you plan to pay even has any real people watching their content.” says Hesford.
There are many people and businesses invested in the success of Instagram influencer marketing. It’s big business. They’re, obviously, going to put a positive spin on any changes and are going to still cite the importance and influence of individuals paid to post.
Instagram is due a refresh because it has become quite boring and samey. Deleting visible likes could be a positive move to remove what has become a digital shackle for some users. But, could all the attention just turn to the numbers of followers? Deleting all metrics could be the answer if they really care about people's mental health. Removing likes could take some of the steam out of people’s mental and emotional desire for validation and attention. Digital platforms need users to come often and stay longer and injecting newness is all part of the process. What this does to the influencer market is yet to be seen and do they even care? Is it time to say goodbye to the flat-white?!
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