Track an Influencer: Margaret Zhang Presented by Renhua (Carl) Jiang
Margaret Zhang by Renhua Jiang
章凝 by 蔣壬華
About
Margaret Zhang is a fashion influencer, photographer, writer, director and stylist from Australia and based in New York. She’s one of the earliest influencers that made an impact in the fashion space with her blog ShinebyThree.com (recently renamed to margaretzhang.com.au) She’s worked with luxury juggernauts such as Chanel, Louis Vuitton, Gucci and Dior as well as newer relevant players like YEEZY, Uniqlo in multiple capacities from a model, to a photographer and from a stylist to a curator. She’s a creative powerhouse with a unique (and sadly often replicated) and identifiable aesthetic. Her understanding of visual language and how to use different forms of media to communicate thought and express emotions is an intellectual approach to the discipline of fashion communication not often seen in traditional “fashion influencers.” This has gained her wide reaching cache in the industry and a dedicated online following
Margaret Zhang by Renhua Jiang
章凝 by 蔣壬華
Her “Aesthetic” Margaret’s online presence is highly curated, being a self-trained photographer from the start of her career she has the technical skills to produce beautiful high quality content coupled with an intellectual approach to editorials and fashion journalism. She’s a unique voice in a space cluttered by mediocrity.
Her aesthetic is a form of grand minimalism. It’s embodied in her style, in her design language and in her writing. She keeps things simple and with a graceful flow that makes her work unbelievably powerful and captivating.
Her Fans Her fan base is mostly composed of those interested in fashion, styling and blogging. Her language is universal and wide reaching but the most active of her followers appreciate good design, great visual identity and an air of luxury and the refined. She is what I would describe the influencer’s influencer, the bar to which the professional and respectable influencer bar is set. When, for example, Chanel will invite other “instagramers” to the Defile she is one of the only one that will be asked to produce actual content for them as well. Luxury houses and fashion brands recognize her value as a creative and her fans look at her for inspiration. Collaborating with her instantly adds value to a brand giving them that much needed validation that they take the “art of fashion” seriously. *Fun Fact: she was once on reality TV as a star of the show “The Fashion Bloggers” she only appeared for one season.
Margaret Zhang by Renhua Jiang
章凝 by 蔣壬華
Margaret in Numbers Followers 916K on Instagram 17.3K Facebook 3.5K on Youtube 7.9K RSS subscribers 28.6K Twitter
Average Engagement 11K likes 90 comments on Instagram 6.2K Views 146.2 Likes on Youtube 7.9K RSS subscribers 2.2K retweets 1.7 replies on Twitter
klear.com Scores Margaret at 92/100 with her Twitter and Instagram the major source of her influence
Margaret Zhang by Renhua Jiang
章凝 by 蔣壬華
Her Audience Her followers are mostly women (at around 87%) and are of the mid-20s (mean age of 27) age group. She speaks to a more mature audience of fashion enthusiast, those who are more into Dior Couture, Chanel and Hermes than H&M, Zara and NastyGal. It’s her style that captivates them, she’s a visual artist and not just any influencer. Most of her audience is rooted in western countries from the United Stated and the United Kingdom but also, of course, from her homeland of Australia. Her top cities are fashion hubs of her core countries which are London, New York, Sydney, Melbourne.
Margaret Zhang by Renhua Jiang
章凝 by 蔣壬華
Platform Assessment
Instagram @margaret__zhang Her most active and most successful platform with the highest engagement rate and follower count among all her social media. She focuses on Instagram the most uploading content a few times a week which mostly revolve around lifestyle, her new work and projects as well as sponsored content and updated to her website.
Twitter @margaret__zhang A secondary platform for Zhang she uses it like how most instagram based influencers use twitter, to some extent, which is to share content posted on other platforms. Retweet contents posted about them by other outlets or people and she also voices her opinions on some issues like the Logan Paul fiasco and Asian race issues.
MargaretZhang.com.au Where it all started. She posts editorial content, video projects and collaborative project output on her site. Most of her social media content will be a complement to her work on her website and she encourages you to view the whole thing in all its glory on the site. he’s a blogger in every sense of the word and a photographic master. Margaret Zhang by Renhua Jiang
章凝 by 蔣壬華
Youtube https://www.youtube.com/user/shinebythree She usually posts her video work on the site like her editorial film [There’s No Space Left in C# Minor] and her about Margaret Zhang video. A lot of her content is viewed on her site or snippets of it on Instagram and her other social media platforms. She focuses on Youtube to host rather than gain actual popularity from the site
Tumblr http://margaretzhang.tumblr.com She is very inactive on Tumblr like some of her passive social medial channels she uses them to share new content on her website or more dominant platforms. What makes Tumblr work for her is how she uses it to answer questions from fans.
Facebook https://www.facebook.com/ShineByThree/ She is not very active on Facebook she uses it mostly to share updates on her other social media accounts which is consistent with other influencers in this space.
Margaret Zhang by Renhua Jiang
章凝 by 蔣壬華
Her Value (as an influencer) What makes Margaret unique is her diverse and adaptable skillsets. Brands can tap her to reach out to her audience (like how Louis Vuitton did in early 2012s during the early phase of Nicolas Ghesquiere’s transition and when they were introducing the new “it bags”) who align with their interest to get their products our there. But she can also be maximized as a creative powerhouse to really add value to their brand and branding initiatives. For example, she has shot campaigns for Chanel, which is a level of influencer engagement not often seen coming from the Parisian house, as well as shoot films for the brand. An example would be her celebration of L'Eau No. 5 (https://www.youtube.com/watch? v=s5ykOm-0Sc4) which shows her as more than just a figure to stick your new bags on, she can launch your visuals to a whole new level with her unparalleled talent which makes her absolutely valuable to any brand that aims to attract her core audience.
Her Top Content
Margaret Zhang by Renhua Jiang
章凝 by 蔣壬華
Some Brands that have worked with her
Margaret Zhang by Renhua Jiang
章凝 by 蔣壬華
Businesses that can gain from her influence Based on audience analysis a lot of her followers are focused on luxury and lifestyle so brands and businesses that fall into these category will benefit the most.
The Mary Kate and Ashley Olsen lead brand matches her aesthetic in every sense making it a more than ideal partnership. I think she’ll be amazing as a model or campaign photographer to them and they can more than benefit from her close to 1M highly active and engaged followers
The logic behind an Emirates partnership would be aligned with her work with Lexus. Luxury focused travel/ transportation for the worldly and sophisticated. If you want a stylish way to fly to your destination with the poise and grace like the Zhang brand you’ll fly Emirates Margaret Zhang by Renhua Jiang
章凝 by 蔣壬華
Yorkville is the highlight of Toronto Luxury, From Chanel to Louboutin, it’s one of the key places you go to experience high fashion in Toronto.
Hasselblad is used by top photographers in the industry from Karl Lagerfeld to Bruce Webber. It’s a fashion favourite but it’s not something the average fashion consumer associates with high fashion and art.
Zhang’s visibility and credibility will add value to Yorkville if they decide to work with her. Her global audience can launch Yorkville as a global fashion name and destination shopping place for Toronto tourists and fashion nomads alike.
Partnering with Zhang to use their cameras and create content for them will boost their visibility other loyal followers and beyond solidifying them as not only THE professional camera but the chic choice for fashion professionals.
Margaret Zhang by Renhua Jiang
章凝 by 蔣壬華
分析她的影: 章凝 呈現由: 蔣壬華
Margaret Zhang by Renhua Jiang
章凝 by 蔣壬華