Instagrammers helped sell out this dress + appealing visual content + Riff

Welcome to The Watercooler, issue 34.

LMTD has picked out some of the most interesting digital and social media stories making waves around the web this week, to keep you up-to-date with developments in the world’s most exciting and fastest-growing industry.

Something else you’d like to see? Let us know at news@teamlmtd.com.

50 Instagrammers helped this dress sell out

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We can presume that retailer Lord and Taylor likes using ambassadors to help sell new products, because they hired 50 to introduce a new collection on Instagram. While that may seem like overkill, the above dress — which was featured in posts from all 50 influencers — sold out in one weekend, with many of the posts generating between 1,000-13,000 likes.

Bringing an ambassador on board is always a risk, and things can go wrong pretty quickly if you’re not careful. So what did Lord and Taylor do right?

Well, to start with they picked the right platform (where else to share prestige images like these but Instagram?).

They made sure to stick to the platform’s existing style (the images are free of branding, and while the retailer is tagged in the caption they refreshingly resisted the urge to fill it with unnecessary corporate speak).

Finally, they kept the ambassador’s role simple (effectively doing what they always do: posting a picture of themselves in stylish clothing).

Sounds like a winning formula to us. Does your brand reach out to influencers, or leverage ambassadors? Tell us your success stories!

Visually appealing content: it’s important

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We’ve said it before: visual content is the future of the internet. What this says about longform (or, to a lesser extent, exciting, well-crafted newsletters like this one) is a topic for another day, but in the meantime check out this infographic for some insights, hints and tips on creating compelling, shareable visual content for your brand.

Our top takeaways include:

– 50% of all internet users have reposted a photo or video they’ve found online: Visual content goes further. If even a fraction of this number shared your images or videos, you’d be pretty happy.

– Avoid overused stock photos (unless they’re these ones) / don’t use boring or irrelevant images: if you wouldn’t share it yourself, it’s likely no one else will. Make sure your images are not only connected to your brand’s message, but are also worth sharing.

– Set a colour palette and define brand fonts: the human brain process visuals 60,000 times faster than it does text. With that sort of processing speed, you want to make sure fans can recognise your images consistently, and right away.

Introducing Riff, Facebook’s collaborative video app

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Social media’s increasing emphasis on video content continues with Riff, an app that allows friends (and subsequently their network of friends and so on) add clips to an ongoing video focused on a single topic.

Given the recent success of video-oriented viral activity like the ALS Ice Bucket Challenge (over the course of three months, the effort generated more than 17 million videos posted on Facebook), the app will be a popular release with advertisers looking for new, exciting ways to reach and interact with their audiences.

Will it take off with users? Everyone likes a funny video, but Riff’s collaborative nature could well encourage the next level of hashtag-jacking, and leave plenty of room for disrupted intentions. One thing is clear: brands will be keen to take the risk.

Video isn’t coming to a world wide web near you; it’s already here. And it’s here to stay.

#ICYMI

Facebook’s Scrapbook

Tyrese Gibson and proper attribution

Hands on with Project Spartan 

Adobe wants to kill your desktop

April Fools’ Day: a roundup

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