industry/trends

#Femvertising
»9
 4% believe portraying women as sex symbols in
advertisements is harmful.

» 5
 2% have bought a product because they liked how the
brand and their advertising portrays women.

»4
 6% have followed a brand on social media because
they like what the company stands for.

These results clearly show that the pro-female advertising movement

A New Kind of doesn’t go unnoticed by female consumers. This is good news, not only
for women, but for online influencers who are building their brands and

Relationship Between
their businesses on the foundation of a trusted, authentic relationship
with their communities. How can you, as one of those influencers,
participate in #Femvertising and make it relevant to your work in the
Influencers and Brands advertising space?

A FEW CONSIDERATIONS “… the pro-female advertising

1. Define what #Femvertising means
for you: Only you can define your boundaries around what movement doesn’t go unnoticed
kind of advertising you’re willing to host and, therefore, stand
behind. Understand the range of what you feel comfortable with.
by female customers.”
Obvious advice, but what does that look like in practice? One
example is campaigns that focus on children and young people.
Such campaigns may not feel relevant or well aligned with how
you approach your own boundaries around privacy and your
5. Know the bigger picture: If you intend to
use your platform to make money, it is an often-overlooked
family, so that even if the images and messaging are pro-female,
part of the job to understand the market landscape in which
the campaign isn’t right for you. Another example is all about
you’re operating. A successful consultative approach requires
sex. That’s right… a campaign may be pro-female and sex-positive
that you’re solving a problem for your client. So, you need an
(or not), and the approach taken simply may not work for you
awareness of your prospective client’s challenges, including the
and your personal brand. It’s as important to apply your values

W
pain points in the bigger landscape – the industry in general.
consistently to #Femvertising opportunities as it is with any other
omen currently comprise a While pro-female advertising has been on the rise,
kind of campaign.
iBlog magazine is a great inside-baseball resource around
propelled by campaigns like Dove’s pioneering Real professional blogging, but there are countless trade papers,
$14-trillion market, and their Beauty campaign and Always’s #LikeAGirl campaign, 2. Identify your ideal brand partners: magazines and daily newsletters that explore the worlds of
purchasing power is expected does it actually influence women’s purchasing behavior? Create your own brand wish list – brands whose messaging is in advertising, affiliate marketing, search marketing, branded
alignment with your values and those of your community. It’s content and content marketing, mobile marketing, and many,
to grow significantly over the coming The answer is a resounding “Yes,” according to a
always easier to collaborate when you’re in alignment, and it will many more. Subscribe and learn. Learn the landscape your
SheKnows Media survey conducted in late September
years. As their piece of the purchasing 2014. Of the 600-plus women who responded to the
help you create more effective and authentic branded content. customer is traversing. Learn the language your customer is
When you’re creating more effective content, you’re, in turn, speaking. And then offer your unique perspective and content
pie grows, women are increasingly survey, more than half (52 percent) said they have helping your clients build a deeper, more meaningful connection solutions to address their issues. You can position yourself as
demanding that brands build more bought a product specifically because they like the with the women they’re seeking to respect and empower. It’s a the go-to influencer for your niche by being savvy about theirs.
way the brand portrays women in its advertising and virtuous circle of social capitalism!
respectful and empowering messages messaging. Nearly all respondents (91 percent) believe
#Femvertising is a powerful trend, and we think it’s only going to
and images into their ads that target the way women are portrayed in advertising has a direct
3. Do your homework about those become more dominant. As it does, it enables mindful monetization and
brands: Once you have proactively identified the brands lets you build a business while being part of the advertising revolution
women. The result? #Femvertising – impact on girls’ self-esteem. Other insightful findings
that embody your definition of #Femvertising, study their that’s better for us all.
from SheKnows Media’s #Femvertising survey include:
defined as advertising that employs imagery and messaging, and their reputation in the market.
Take a look at how their marketing has evolved over time. If it
pro-female talent, messages, and »5
 1% like pro-female ads because they
aligns with your personal brand and your audience, think about
believe they break down gender-equality
imagery to empower women and girls. barriers.
what you can do to support that evolution.

4. Maximize social media to build

» 8
 1% said ads that positively portray women relationships with those brands: Find your
It’s the latest wave in advertising, and are important for younger generations to see. ideal brands on social media, then connect with, follow, and
it’s working. Female-friendly campaigns engage with them. You’ll gain valuable insight into how they
»7
 1% think brands should be responsible connect with your audience and have more ammunition to pitch Samantha Skey
are outperforming ads that perpetuate for using advertising to promote positive how you can extend your services to support their campaigns [Link]
overused or passé stereotypes. messages to women and girls. and their day-to-day social engagement. @samskey7

16 iBlog magazine Apr 2015 INDUSTRY/TRENDS