The problem that can occur is that these Instagram based mood boards are not controlled by the brands, it’s the curator behind the posts that have the power. Brands can also easily spot what content has a viral capability, a tendency to trend, and what is being social-shared versus the content that is not shared. These accounts can represent sub-culture preferences and aesthetics with a niche interest, but in a limitless digital market. creation approach is proving to pay off with the amount of followers and engagement that goes hand in hand with mood board influencers. Moodboard influencers share already created and posted content, and put together a collection with the purpose to either educate, inspire or honor – or all three combined. At first, it was for anonymous expression and shared inspiration, but with the rise of influencer marketing, the mood-boarders became another innovative possibility for marketers to get their brand and aesthetics out to the right audience. With Instagram’s endless-scrolling capacity for its users, and with brands, creatives, and magazines moving their images online to give everyone access to enjoy their visuals, the mood board influencer was born. In 2016, Instagram launched the ‘save’ button so it was possible to collect our favorite posts in a private folder, in a kind-of-mood-board style. Eventually, brands found their way onto the ideation platform that has the longest lifespan for posted content, up to 3 months. From 2011, Pinterest helped us create digital boards and pin our favorite images so we could carry around our own DIY mood boards, and we used them to show the hairdresser what we want to look like. Fabrics, cut-outs from magazines and color samples were pinned to a corkboard. Traditionally, a mood board was a tool for creatives to capture a feeling, portray their aesthetics, and acted as a motif, the starting point of a design process. A new way of sharing pre-created content and curating it together in a squared feed on Instagram is when brands partner up with a new image sharing associate – mood-boarders. S hares and reposts of content are what can prolong the lifespan and presence of a digital post. By then, 75% of all engagement is already commented or liked. On Instagram an image has about 48 hours before it will no longer be shown in the feed. Brands that succeed with social-sharing are those whose content ‘flies’, going viral online. 68% of people will share something because it aligns with who they are or who they want to be. I’m ok with my family, coworkers, supervisors, bosses and anybody else I’ve friended knowing that I like it”.
I want everyone I’ve connected with on social media to see it. “When we click share,” explains social media expert Brian Carter, “we’re obviously saying “I like this so much, I wish I had created it myself. – Social-sharing means all the shares of one’s posted content on social media – Mood boards prove that sharing pre-created content is a powerful marketing strategy. The new marketing asset, mood-boarders, are social-sharing experts and can increase your branded imagery’s lifespan. In 2020, content is king, and people sharing a branded post will help your content stay on the throne. We know that content and visual brand assets are important, but how do brands make the most of it? An answer to that, is to produce strong content with a clear branded aesthetic that can be shared and re-posted. It’s useful to use an editorial mindset and put it towards an audience, writes Business of Fashion.
Brands create content to gain visibility, increase brand awareness and help attract customers through a channel that isn’t focused directly on driving sales, says Mary Becker Marketing Director at the footwear brand Sperry.
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