{"id":505731,"date":"2022-04-26T11:50:00","date_gmt":"2022-04-26T11:50:00","guid":{"rendered":"https:\/\/www.capgemini.com\/?post_type=research-and-insight&#038;p=698191"},"modified":"2025-04-02T10:29:24","modified_gmt":"2025-04-02T10:29:24","slug":"discussion-with-instagram","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/ch-en\/insights\/research-library\/discussion-with-instagram\/","title":{"rendered":"Discussion with Carrie Berk, social-media influencer, journalist, creator, and author"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Discussion with Carrie Berk<\/h1><\/div><h2 class=\"reasearchInsightTitle\">How brands can ride the influencer wave<\/h2><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/Conversations-for-Tomorrow-4-2-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download report<\/span><span class=\"type\">12 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/Infographic-Conversations-for-Tomorrow-Edition-4-2.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download infographic<\/span><span class=\"type\">1 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/08_Carrie-Berk.pdf\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download article<\/span><span class=\"type\">295 KB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/ch-en\/insights\/research-library\/discussion-with-instagram\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/ch-en\/insights\/research-library\/discussion-with-instagram\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">The Capgemini Research Institute spoke to\u00a0Carrie Berk, social-media influencer, journalist, creator, and bestselling author<strong>\u00a0<\/strong>about how influencer marketing is gaining traction and how brands can harness influencer power in their own marketing strategies.<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-making-content-go-viral\"><strong>MAKING CONTENT GO VIRAL<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-how-do-you-make-your-content-engaging\"><strong>How do you make your content engaging?<\/strong><\/h4>\n\n\n\n<p>Here are a couple of learnings from my experience. First, start each video with your most captivating elements, incorporate your brand message and online identity early, and choose an engaging post to go with the video, which will make the viewer linger a bit longer. For example, if I am showing Hailey Bieber\u2019s pizza toast recipe, I\u2019m not going to start the video with a boring old plain piece of toast, I\u2019m going to start the video with a picture of Hailey Bieber eating her toast \u2013 that will draw people in. Second, keep your videos snappy \u2013 social media viewers have short attention spans. They often don\u2019t want to sit down and watch even a five-minute video. So, I create videos that are 15\u201230 seconds long \u2013 sometimes even shorter \u2013 and keep the messages simple and clear.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-what-makes-content-go-viral\"><strong>What makes content go viral?<\/strong><\/h4>\n\n\n\n<p>Viral content has three key elements: a great hook, a strong message, and an understanding of what the audience wants to see. After that, you can let it snowball: Once something starts to trend, it will automatically gain momentum and attract more attention. The key is to&nbsp;review what is already out there and work out how you can improve on it or add your own spin. Consistently and frequently posting content is crucial. I make at least five posts a day, which ensures that my followers are seeing and thinking about my content. Social media algorithms are designed to push your posts up near the top of your followers\u2019 feeds if they are picking up good engagement.<strong>&nbsp;<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-choose-your-collaborators-with-care\"><strong>CHOOSE YOUR COLLABORATORS WITH CARE<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-how-do-you-select-brands-to-collaborate-with-on-marketing-campaigns\"><strong>How do you select brands to collaborate with on marketing campaigns?<\/strong><\/h4>\n\n\n\n<p>When a brand contacts me, I make sure it is true to my lifestyle and will resonate with my followers before I agree to collaborate.<\/p>\n\n\n\n<p>I prefer to collaborate closely with brands to make relevant content. For instance, when Walt Disney World wanted to celebrate gold character statues for its 50th anniversary, I dressed in outfits inspired by the statues. But they wanted me to express my individual style through whatever I wore.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-tailor-the-content-to-the-platform\"><strong>TAILOR THE CONTENT TO THE PLATFORM<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-which-social-media-platforms-do-you-prefer-and-how-do-you-customize-your-content\"><strong>Which social media platforms do you prefer and how do you customize your content?<\/strong><\/h4>\n\n\n\n<p>Social media platforms are constantly evolving, adding new features and new content formats, and their audiences respond to that, positively or negatively. TikTok is my personal favorite; it has such a diverse group of creators and we don\u2019t have to force ourselves into a niche. It is a good platform for new product releases. I also love Instagram because its posts enable me to position my product in a visually striking way and tell a story or offer a discount code in the description.<\/p>\n\n\n\n<p>Pinterest is a uniquely strong place to distribute all types of content, including written blogs. Unlike Instagram, users can click through live links. I make sure to respond to comments on Pinterest and interact with other users; you can really establish a relationship of trust, which is so important in today\u2019s marketplace. My followers are loyal to my brand, and they keep coming back.<strong>&nbsp;<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-creating-a-successful-influencer-marketing-campaign\"><strong>CREATING A SUCCESSFUL INFLUENCER MARKETING CAMPAIGN<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-what-is-your-advice-to-brands-who-want-to-build-a-successful-influencer-marketing-campaign\"><strong>What is your advice to brands who want to build a successful influencer marketing campaign?<\/strong><\/h4>\n\n\n\n<p>You need to establish your brand\u2019s point of difference to start a trend or a movement. Next, you want to make sure you select an influencer who is a natural, authentic fit for your campaign, so it doesn\u2019t feel too much like an advertisement. Your ideas should be fully thought out and ready to present in a very simple document to the influencer. Further, you need to have a plan for involving your broader customer base \u2013 not just the influencer and their followers. On TikTok, for instance, to get your video to go viral, you need to build a fan base, which will start and sustain trends for you. The final step of an influencer campaign is to measure what worked and what didn\u2019t&nbsp;and adapt your content accordingly.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-learn-more learnMoreBlock updated-new-sample-amal\"><div class=\"container\"><div class=\"content-title\"><h3>Browse previous editions<\/h3><\/div><div class=\"row\"><div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"\/ch-en\/insights\/research-library\/conversations-for-tomorrow-1\/\" target=\"\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/Capture-2.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/Capture-2.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/Capture-2.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h4 class=\"titleWithoutLink_learnMore\">Conversations for tomorrow #1: A sustainable future<br><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/05\/Conversations_for_Tomorrow_Edition_1-1.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/h4><\/a><\/div><\/div><div class=\"box-inner\"><p class=\"box-desc\">A sustainable future calls for collective action, bolder leadership, and smarter technologies.<br><\/p><\/div><\/div><div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"\/ch-en\/insights\/research-library\/conversations-for-tomorrow-2\/\" target=\"\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/Capture-3.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/Capture-3.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/Capture-3.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h4 class=\"titleWithoutLink_learnMore\">Conversations for tomorrow #2: The future of work<br><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2021\/07\/Capgemini-Research-Institute_Conversations-for-Tomorrow-Edition-2_Final.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/h4><\/a><\/div><\/div><div class=\"box-inner\"><p class=\"box-desc\">Employee well-being will be key in a hybrid future.<\/p><\/div><\/div><div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"\/ch-en\/insights\/research-library\/conversations-for-tomorrow-edition-3\/\" target=\"\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/Capture-4.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/Capture-4.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/05\/Capture-4.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h4 class=\"titleWithoutLink_learnMore\">Conversations for tomorrow #3: Intelligent industry<\/h4><\/a><\/div><\/div><div class=\"box-inner\"><p class=\"box-desc\">Focus on intelligent industry \u2013 the next era of transformation.<\/p><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":34,"featured_media":505732,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"ecf050e2-73c1-4a70-baa5-f5995df4962d\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":221,"primary_term":"Customer first","featured_focal_points":""},"tags":[],"research-and-insight-type":[205],"theme":[221],"brand":[302],"service":[33],"industry":[],"partners":[],"content-group":[],"class_list":["post-505731","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-conversations-for-tomorrow","theme-customer-first","brand-capgemini-research-institute","service-customer-experience"],"theme_term_info":[{"id":221,"name":"Customer first"}],"industry_term_info":[],"services_term_info":[{"id":33,"name":"Customer experience"}],"partners_term_info":[],"brand_term_info":[{"id":302,"name":"Capgemini Research Institute","slug":"capgemini-research-institute"}],"brand_term":[{"id":302,"slug":"capgemini-research-institute"}],"parsely":{"version":"1.1.0","canonical_url":"https:\/\/capgemini.com\/ch-en\/insights\/research-library\/discussion-with-instagram\/","smart_links":{"inbound":0,"outbound":0},"traffic_boost_suggestions_count":0,"meta":{"@context":"https:\/\/schema.org","@type":"NewsArticle","headline":"Discussion with Carrie Berk, social-media influencer, journalist, creator, and author","url":"https:\/\/www.capgemini.com\/ch-en\/insights\/research-library\/discussion-with-instagram\/","mainEntityOfPage":{"@type":"WebPage","@id":"https:\/\/www.capgemini.com\/ch-en\/insights\/research-library\/discussion-with-instagram\/"},"thumbnailUrl":"https:\/\/www.capgemini.com\/ch-en\/wp-content\/uploads\/sites\/44\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4_Carrie-Berk.jpg?w=150&h=150&crop=1","image":{"@type":"ImageObject","url":"https:\/\/www.capgemini.com\/ch-en\/wp-content\/uploads\/sites\/44\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4_Carrie-Berk.jpg"},"articleSection":"Uncategorized","author":[],"creator":[],"publisher":{"@type":"Organization","name":"Capgemini Switzerland","logo":""},"keywords":[],"dateCreated":"2022-04-26T11:50:00Z","datePublished":"2022-04-26T11:50:00Z","dateModified":"2025-04-02T10:29:24Z"},"rendered":"<meta name=\"parsely-title\" content=\"Discussion with Carrie Berk, social-media influencer, journalist, creator, and author\" \/>\n<meta name=\"parsely-link\" content=\"https:\/\/www.capgemini.com\/ch-en\/insights\/research-library\/discussion-with-instagram\/\" \/>\n<meta name=\"parsely-type\" content=\"post\" \/>\n<meta name=\"parsely-image-url\" content=\"https:\/\/www.capgemini.com\/ch-en\/wp-content\/uploads\/sites\/44\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4_Carrie-Berk.jpg?w=150&amp;h=150&amp;crop=1\" \/>\n<meta name=\"parsely-pub-date\" content=\"2022-04-26T11:50:00Z\" \/>\n<meta name=\"parsely-section\" content=\"Uncategorized\" \/>","tracker_url":"https:\/\/cdn.parsely.com\/keys\/capgemini.com\/p.js"},"archive_status":false,"featured_image_src":"https:\/\/www.capgemini.com\/ch-en\/wp-content\/uploads\/sites\/44\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4_Carrie-Berk.jpg","featured_image_alt":"","jetpack_sharing_enabled":true,"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Capgemini Switzerland","distributor_original_site_url":"https:\/\/www.capgemini.com\/ch-en","push-errors":false,"tag_names":[],"featured_image_url":"https:\/\/www.capgemini.com\/ch-en\/wp-content\/uploads\/sites\/44\/2022\/04\/Capgemini_Conversation-for-tomorrow_Issue4_Carrie-Berk.jpg","_links":{"self":[{"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/research-and-insight\/505731","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/research-and-insight"}],"about":[{"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/types\/research-and-insight"}],"author":[{"embeddable":true,"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/users\/34"}],"version-history":[{"count":4,"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/research-and-insight\/505731\/revisions"}],"predecessor-version":[{"id":547708,"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/research-and-insight\/505731\/revisions\/547708"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/media\/505732"}],"wp:attachment":[{"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/media?parent=505731"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/tags?post=505731"},{"taxonomy":"research-and-insight-type","embeddable":true,"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/research-and-insight-type?post=505731"},{"taxonomy":"theme","embeddable":true,"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/theme?post=505731"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/brand?post=505731"},{"taxonomy":"service","embeddable":true,"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/service?post=505731"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/industry?post=505731"},{"taxonomy":"partners","embeddable":true,"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/partners?post=505731"},{"taxonomy":"content-group","embeddable":true,"href":"https:\/\/www.capgemini.com\/ch-en\/wp-json\/wp\/v2\/content-group?post=505731"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}