#there's a girl named noury on twitter

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Evaluation

Evaluation

Introduction – 142 words.

Molly Mae Hague is an influencer and blogger, with over 3.2 million Instagram followers. Molly was an interesting public figure to analyse via her social media platforms, as she is active on various social networking platforms, in particular Instagram. Having explored all her different social network sites, such as Twitter, Instagram and YouTube, it became evident that her Instagram profile would give me the most to explore and analyse. Throughout my findings, it became clear that when Molly posted photographs revealing collaborations with well-known brands and companies, the posts would receive more interactions from her audience. Molly Mae has mainly a younger female following; therefore, she mainly aims her Instagram posts to appeal to her target audience. This is evident as she has collaborated with brands that are appealing and desirable for her audience of younger girls, for example Pretty Little Thing.

Background – 418 words

In 2019, Molly Mae Hague became recognised on a large scale after coming second place on reality TV show Love Island in 2019 with partner Tommy Fury. She is also known for being a fashion influencer and blogger, and also has a YouTube channel with 689K subscribers. Molly uses a range of different social networking platforms, as she is active on Twitter, where she has 189.5K followers. However, her Instagram was definitely the most effective to monitor and evaluate, as she has over 3.8 million followers on her personal Instagram account. Molly’s Instagram was interesting to explore as it allowed for me to be able to filter through all of her comments and see how many likes she received on each photograph and view the ratio between her number of followers to the amount of likes she receives.

Molly Mae interreacts well with her audience and followers as she has collaborated with several different well-known brands that appeal massively to her target audience, these include Pretty Little Thing clothing website, Beauty works hair accessories and hair extensions, and her own fake tan brand ‘Filter by Molly Mae’. Having analysed Molly Mae’s social media platforms, it became evident that her Instagram was the platform that she used more frequently, therefore it was a more detailed platform to analyse her social media use on. It was interesting to investigate the different amount of interactions she got on announcement posts, for example her launch with multi-millionaire company Pretty Little Thing, as opposed to her regular Instagram posts. Her post revealing her collaboration with Pretty Little Thing received many interactions from her audience, as the site is a very popular fashion website for mainly the younger female demographic, as they sell desirable clothes, for a very reasonable price. Molly Mae Hague became the face of Pretty Little Thing on 1stSeptember 2019. The Instagram Molly posted on this day was an interesting post to explore and analyse as she was wearing her own collection and received a lot of positive comments on her success. Celebrities like Molly Mae Hague need to have social media platforms such as Instagram to keep themselves relevant and noticed by the public, and to also be able to advertise their business (Socially Famous, 2016). The media will always keep the public updated on celebrities such as Molly Mae Hague, keeping her fans informed on what she is doing, therefore it is also important that she uses social media in a similar way to keep her followers interested.

Key Findings, Observations and Evaluation – 846 words.

It was fascinating to explore and analyse Molly Mae’s social platforms, as she acts differently according to which platform she is posting on. It became evident that her Instagram and YouTube channel were her two biggest platforms to post her content on. It was interesting to focus on the fact that Molly created her own business, which she marketed through the use of her social media platforms. This was interesting to explore as her Instagram post revealing her fake tanning products received a lot of interactions from her audience and followers. Molly posted a minute-long promotional video on 11th December 2019 wearing the golden fake tan, while posing in a bikini in Barbados. She purposely models the product herself in the promotional video for her fake tan as it is appealing to her audience and makes the viewers feel inclined to buy the fake tan as there is a personal touch to the product, as the audience feel connected to Molly.

It has been stated that 73% of marketers believe that social media marketing is effective for their business and can help massively to increase sales(Moshin, 2019). This shows that by Molly Mae using her personal Instagram and her business Instagram ‘@Filterbymollymae’ to advertise her products, it is being seen by millions of her followers, who might have otherwise been unaware of the product, if it wasn’t for her social media.

This promotional video revealing the launch of the tan received 2,246,595 views, which is a significant amount more likes than she receives on her other posts on Instagram. This post most likely received more views and interactions as it was announcing the release of her tan, where her audience will have been talking about it and intrigued to see the reveal of the product, as Molly had been posting teasers into revealing her own products, which left her followers curious as to what she was about to launch. Molly did used several different social media platforms to advertise and promote her fake tan brand, as she uploaded several YouTube videos talking about the tan. On 11th December 2019 she uploaded the Barbados blog showing behind the scenes footage from filming her promotional video. This is appealing to her audience as they are able to feel more connected to the influencer and be able to feel a more personal touch. Molly always tries to connect with her audience as she posted a YouTube vlog on 15th December 2019, showing all thing Filter by Molly Mae. She filmed herself in meetings discussing the name of the tan and the packaging and marketing of the tan. This post received the most interactions that I have seen on her Instagram feed, as the build-up to the release was intriguing her audience. Molly Mae’s has been able to earn her money and build a name for herself via the use of social media, as influencers get paid to post online, and get paid for collaborations in their social media posts. Molly Mae Hague is a micro-celebrity who has accumulated a large following through the use of social media platforms such as Instagram, Twitter and YouTube (Abdin, 2016). Further to this, the increase access to technologies has allowed for micro celebrities to be more popular as they are able to maintain a steady audience and following. (Senft, 2008).

Social media and general media has allowed for normal people to become celebrities, for example Molly Mae found her fame after reality TV show Love Island, but is also known globally for being a fashion influencer and Youtuber. In this day and age, we are no longer limited to only being aware of traditional celebrities such as actors and musicians, as models and influencers are now able to become famous through online social media platforms. Micro Celebrities are seen as the average person who have a large following on social media platforms and have been recognised for whatever reason, in Molly’s case it is for her fashion sense and collaborations with well-known brands (Nouri, 2018). Molly Mae Hague conforms to this definition of a micro celebrity, as she is known mainly through social media platforms, such as Instagram and YouTube. Social platforms are useful and keep micro-celebrities relevant as they have ongoing maintenance of a fan base, and they present themselves carefully, especially online, to please and satisfy their followers (Marwick & Boyd, 2011:140). From observing Molly Mae’s social networking platforms, it has come to my attention that Molly usually posts her content early evening time. This is important as this is the time frame where people have finished work, school and are usually at home, scrolling through social media. Research has shown that typically the best times to post on Instagram are either between 12 to 1pm, when people are on their lunch breaks in the day, or between 5pm-9pm, when people are home and winding down for the day (Kolowich, 2019). This shows that Molly Mae is careful and aware of when to post her content online, to be able to get the most interactions from her audience that she can.

Recommendations – 351 words.

Overall Molly Mae Hague’s social network profiles are very effective, as she posts frequently, and posts good quality content that many people approve of as she receives a lot of interactions and likes and comments. However, as Molly has 3.8 million followers on Instagram, she could receive a lot more interactions on her posts as she gets on average 300,000 likes on her average posts, I would say from reviewing her profile. The ratio between her followers and her average likes is a big difference, therefore makes me question why more of her followers do not interact with her content. I believe that Molly could post a lot more content and material on her business page ‘@filterbymollymae’ to make her audience more aware of her business and to allow for more people to buy her products. Throughout my research on Molly Mae I found that she had been criticised on her fake tan page for only using ‘skinny’ models. Having seen this feedback from her followers, I feel that it would be beneficial to Molly to expand the models that she uses for her tan, and use a range of different body types to please more of her audience, as this might be something that stops people from buying into her brand. Overall, I feel that Molly is committed to her collaborations, as she often posts Instagram stories wearing clothing from Pretty Little Thing, where she posts a swipe up link that takes the viewer straight to the clothing on the website, therefore it makes it easier for her fans to find the clothing she is wearing straight away. I also think that although Molly Mae’s Instagram is pretty high standard and not much to criticise. Although I do believe that Molly could be more active on other networking platforms, such as Twitter. Molly does not post a lot on her Twitter platform, she mainly uses it more socially to tweet funny photographs and retweet more personal things, rather than promoting herself and her business. This is something Molly Mae could change to interact with her audience more on various platforms.