• May 2020 shows the highest amount of brand mentions by UK influencers on Instagram
• Brand mentions more than doubled from January to May, with a 123% increase
• Pretty little thing, Zara and Asos are three of the most mentioned brands in the UK during Q1 2020

From the beginning of the year up until now, UK influencers have more than doubled the number of brand mentions on Instagram, as reported by the influencer marketing platform Primetag. This form of marketing has undergone exponential growth since the start of the pandemic, according to both public data and national industry professionals.

In light of the UK Influencer Marketing Leaderboard launch, Primetag has analysed the activity of over 30,000 UK influencers and 250.000 posts during the last months on Instagram.

Some highlights of the UK analysis include:

• Instagram brand mentions have more than doubled from January to May 2020, with a 123% increase. 
• While January registered 32k mentions by influencers, May shows the highest amount of brand mentions, a staggering 71k.
• From January to May 2020, the UK influencers analysed have registered almost a quarter-million brand mentions (230.9k).

As social media has been the shelter for many during the last months, it has never been easier for brands to reach their target audience via digital channels. The UK Influencer Marketing Leaderboard includes a series of rankings featuring the most mentioned brands across the major national sectors.

The most mentioned brands by UK influencers on Instagram during Q1 2020, across different industries, are, respectively:

• Pretty little things, Zara and Asos, as seen in the Fashion category ranking.
• Huda Beauty, Anastasia Beverly Hills and NARS Cosmetics, as seen in the Beauty category ranking.
• Nike, Adidas and Liverpool FC, as seen in the Sports category ranking.

“40% of the brands mentioned belong to the fashion industry, which remains the biggest part taker in the UK influencer marketing panorama”, claims Primetag’s CMO, Pedro Fernandes.

“Having in consideration the size of the UK Influencer Marketing industry, we believe that analysing a pool of 30k influencers paints an accurate picture of the national landscape. We are confident that Primetag’s leaderboard is a key tool for UK brands willing to benchmark their influence in the market, for free”, says Fernandes, when asked about the Influencer Marketing Leaderboard for UK.

When asked to industry professionals, most attribute the Instagram brand mentions growth to the coronavirus breakdown:

Natalia Cortazar, considered ‘One to Watch’ on Top #Influencer50 by Talking Influence and founder of The Good Egg, has reported to Primetag that: “the breakdown has forced UK brands to redistribute their marketing budgets, from the offline to the online. Cortazar, who holds 8 years of experience in the UK influencer marketing field, alleges that “ever since the breakdown, everyone I have talked to in the influencer marketing business has been extremely busy, due to an unexpected peak of campaign workload”.

About the Influencer Marketing Leaderboard

Primetag has previously launched other international Influencer Marketing Leaderboards, offering a free platform with rankings of the most mentioned brands by national influencers. 

The dynamic lists are already available online and free of charge. It includes a general list and 7 unique industry-specific lists, with brands in fashion, beauty, food and beverage, retail, sports, technology and tourism.

You can also check out highlights of the Spanish and Portuguese Influencer Marketing Leaderboards in our blog.

The post UK Leaderboard: Influencer marketing shows explosive growth amid coronavirus pandemic appeared first on Primetag Blog.

Often seen as unnecessary stakeholders by brands, talent managers and agencies are downgraded to being a trivial part of the influencer marketing industry. When in actuality, they play a crucial role in the professionalization of the business and ecosystem. First of all, let’s go ahead and open our Influencer Marketing Glossary to understand what it really means to be a talent manager.

But, hey! They are not to be mistaken as the influencer’s assistant.

Talent agents are the real Jack-of-all-trades, capable of wearing different hats and changing them in the blink of an eye. They know how to be lawyers to formalize contracts, financiers to manage invoices, sales directors to develop business on behalf of their clients and creative directors to adapt the brand briefing towards their talent’s narrative.

These influencer marketing wizards are an indispensable bridge when it comes to building understanding between brands and influencers. They comprehend the relevance of ‘brand safety’ and know how to craft a briefing, whilst at the same time being a full-time companion to influencers.

Not only do they know the routines and concerns of each and every influencer, but they are able to put themselves in the shoes of the brand. They are oriented towards the brand’s goals and will advise on the most appropriate activities to achieve results, on-time and on-brand. 

Their main objective? Giving influencers the time and space they need to shine, whilst ensuring that they stay on track. Overall, talent managers allow influencers to focus on crafting high-quality content and engaging with their audience, enabling them to reach and go beyond their full potential.

The 3 biggest challenges that talent managers face

But let’s keep it real, most talent agents follow tedious processes that lack any kind of automation. From creating media kits to content clipping and campaign reporting. With so many processes to follow (and hats to wear!), there are many challenges and concerns that agents face.

We spoke to some of the biggest talent agents and agencies in Europe to understand the causes of their headaches, here’s what they had to say.

Lack of autonomy

If you are a talent manager, you have been there: having to regularly request talent’s demographics and audience insights. If not, let them tell you: ‘when brands request demographics of our talents, we must ask for screenshots from influencers and patiently wait for their response’. Not only that, but they also have to rely on the talent to access the performance of each post.

Wasted time

Ever felt the pain of the tedious task of reporting? Talent managers who don’t use influencer marketing technology, need to request screenshots with the results of each published content and put it together in an excel sheet. They pretty much ‘dump’ all the information from the screenshots into an excel or pdf file at the end of each campaign. This translates into vast amounts of wasted time.

And with ‘wasted time’ we don’t only refer to working hours, but off-time as well. Many managers find themselves working during the weekends and enduring seemingly endless periods of time for an influencer to post a story and then take a screenshot for the clipping.

Lack of centralization

And by ‘lack of centralization’ agencies and freelance talent managers mean ‘the hassle of logging in and out of each influencer’s account, across every social media platform’. In some cases, influencers trust their agents and share login details with them, for them to be more autonomous. However, this gives agents the task of having to log in and out from each influencer account. The more influencers they represent, the bigger the struggle.

On How Influencer Marketing Platforms are Helping Talent Managers

And we don’t just mean the biggest talent agencies

IM platforms empower managers to handle daily tasks with ease, speed, and efficiency, meaning they get more return from every relationship. This is how an influencer marketing platform helps them in their day-to-day work in a more agile way:

On the one hand, thanks to influencer marketing platforms such as Primetag, managers are able to create and send reports autonomously. Never again will they have to ask for a screenshot late at night to update statistics.

It also allows them to work less while doing more at the same time. For example, Primetag includes real-time content monitoring, automatic content clipping and goal-oriented reports. So that talent agencies have time to focus on what really matters. Overall, technology allows them to upgrade their business and to offer all their clients a premium service, in a centralized manner.

The life of a talent manager can be chaotic: they must be prepared to improvise, adjust and change hats in an instant. Contrary to popular belief, there is affordable IM technology for all talent managers, big and small. 

Primetag helps them centralize their activity with talent and clients and gives them more time (and energy) for what is really important: building bridges and creating new business opportunities for their clients.

The post Talent Managers are Facing More Struggles Than You Know appeared first on Primetag Blog.

You’ve heard of ‘Got Milk’? Now Get Ready for ‘Got Influence’?
Check HERE which are the most mentioned brands on Instagram by Portuguese influencers.

A lot is going on this month and Primetag hopes that everyone is safe and healthy at this time. We would like to take this inflection point as an opportunity to answer some of the questions you have always had. How influential is my brand? How influential are my competitors? Why is there no more toilet paper at my local supermarket? Well, we can’t answer that last question but we can answer the first two. So today let’s talk about which brands are mentioned the most by Portuguese influencers and serve you up some insightful highlights to sink your teeth into.

We are celebrating the launch of our Portuguese Influencer Marketing Leaderboard. Our online platform ranks brands based on the number of mentions they received from national influencers. The dynamic lists, which will be updated on a monthly basis, are available online and free of charge as of right now! 

The leaderboard is comprised of 8 distinct categories; starting off with a general overview category and followed by 7 unique categories with brands in fashion, beauty, food & beverages, retail, sports, technology and tourism.

We have done it before, and we will do it again. The success of the Spanish Influencer leaderboard (which you can find HERE) encouraged us to press more buttons and click more things. We managed to gather information from 2,500 Influencers and 370,000 publications on Instagram from the last 12 months in Portugal. So we placed our sleep-deprived intern in front of a computer and this is what he came up with.

Portuguese Leaderboard Takeaways:

• The two Portuguese brands sitting proudly on top. In the general ranking of the most mentioned brands by Portuguese influencers, the national brands Prozis and Visit Portugal occupy the second and third places, sitting just below the Spanish queen herself Zara.

• Most of the brands are Fashion. Two-thirds of the brands most mentioned on Instagram by Portuguese content creators are fashion brands.

• Zara is the queen of both the Spanish and Portuguese leaderboards. Zara is the most mentioned brand (5,327 mentions), followed by Prozis, (2,661), Visit Portugal (1,971), Loavies (1,858), Bershka (1,840) and Mango (1,639). Portuguese Instagram mavens sure do love Inditex brands, with five brands included in the ranking.

• Low-cost beauty. The Portuguese Influencers worship at the altar of Sephora (418 mentions), among other cosmetic brands such as Garnier (254 mentions) and L’oréal (209 mentions). Only one high-end luxury brand is amongst the most mentioned: YSL Beauty with 147 mentions.

• The Smartphone battle. Ever wondered which devices content creators are using the most? Well, its probably a Samsung (259 mentions), Huawei (137 mentions) or Apple (128 mentions).

• Football is a religion in Portugal (but you already knew that). In the Sports category, we find @slbenfica (747 mentions), followed by @portugal (441 mentions), @fcporto (365 mentions) and @sportingclubedeportugal (335 mentions). Of course, Nike football and Adidas football are in our top 15 too.

• The same but completely different. Adidas has almost as many mentions on our Portuguese leaderboard (668) as in the Spanish leaderboard does (753), it’s impressive seeing as how Portugal has a GDP 5x smaller than that of Spain.

Now let’s talk about the biggest Influencers:

Cristina Ferreira, a frequent Zara purchaser, with a boatload of followers (1.2M) is sailing smoothly on top of our leaderboard. Other Zara lovers making waves on Instagram are Katia Aveiro (1.1M), Carolina Patrocínio (809k), Liliana Filipa (597.3k) and Sofia Arruda (474k).

Please note that these were the values at the time of data collection, they may have changed in the meantime.

Rita Pereira, on the other hand, is Prozis’ biggest fan with the most followers (1.3M). Other renowned influencers that consume products of the well known Portuguese brand are Pedro Teixeira (822k), Carolina Patrocínio (809k) and António Raminhos (808k).

Finally, did you really think we would go through all these influencers and not mention the king himself, Cristiano Ronaldo? Now you would think he would be the king of our sports category obviously, but you will be (un)surprised to find he is actually one of the biggest voices of @visitmadeira in the tourism cluster. Sitting second place next to that of @visitportugal.

So if Portugal was an influencer what would they look like? Considering the brands Portuguese influencers are yelling about the most are Zara, Prozis and Visit Portugal, then it’s safe to say they would most likely be a Zara wearing fitness fanatic who is proud to live in such an instagramable country.

Back in 2018, Primetag launched the Social Influence Report, the first study of its kind on Influencer Marketing in Portugal. Since the Portuguese market fluctuates rapidly and an annual analysis is not enough to satisfy information needs, Primetag decided to address this and mitigate this dilemma through technological advancement.

So now you know the names and faces of the brands and influencers occupying the phones screens of Portugal, do what you will with this information, it’s our gift to you. Check back in with our leaderboard at regular intervals to find out who is dominating gram-town in Portugal and don’t forget to have a read of our other insightful articles here.

The post The Leading Brands on Instagram Mentioned by Portuguese Influencers appeared first on Primetag Blog.

• Spanish influencers prefer Spanish or European brands
• Zara, the most mentioned brand, increases in mentions by the second 
• Free tool for tracking brand mentions by influencers now available online

Get ready because today we are celebrating the launch of a brand new and ready-to-use tool, exclusively for the Spanish market: Primetag’s first Influencer Marketing Leaderboard.

An online platform with rankings featuring the most mentioned brands by a huge range of national influencers. The dynamic lists, which will be updated on a monthly basis, are available online and free of charge as of the 11th of March 2020. 

The Influencer Marketing Leaderboard is based on the analysis of nine thousand influencers and almost a million publications, derived from a specialised Spanish database. The leaderboard is comprised of 8 distinct categories; starting off with a general overview category and followed by 7 unique categories with brands in fashion, beauty, food and beverages, retail, sports, technology and tourism. 

In light of this special launch, Primetag has analysed the most mentioned brands on Instagram by Spanish influencers during the last 12 months. 

Below are some of the most interesting takeaways from the board: 

• 20 out of 20. All of the most mentioned brands by Spanish influencers on Instagram belong to the textile and fashion industry.

• Zara, the most mentioned brand by far, with a jaw-dropping 17,364 mentions by over 1300 influencers, increases in the number of mentions by the second.

• The second most popular brand in fashion, Bershka, with 4874 mentions, follows behind. Inditex, the parent company of both Zara and Bershka, is really making its mark on the board, splashing 6 of its companies across the top fashion brands to watch out for.

• Spanish influencers favour Spanish or European brands.  Amongst the top 15 most mentioned brands, 13 are European brands, of which, 6 are Spanish, with only 1 American and 1 Chinese.

• Premium European brands coexist with budget brands in the beauty industry. Nyx Cosmetics ranks the highest in the battle of the beauty brands with 1189 mentions from 257 different influencers, followed by French giant Sephora and the Canadian-owned brand Mac.

• Sport and fitness. Nike takes the title of the most mentioned brand (2,316 mentions) but is just a nail-biting 16 mentions away from it’s biggest rival, Adidas Spain. Similarly, Nike Women and Nike Sportswear following close behind in 8th and 11th place, and sandwiched between the two is Adidas official account in 10th place.

This innovative new leaderboard was developed as a response to the lack of information within the national influencer marketing industry. 

Back in 2018, Primetag launched the Social Influence Report, the first study of its kind on Influencer Marketing in Spain. Since the Spanish market fluctuates rapidly and an annual analysis is not enough to satisfy information needs, Primetag decided to address and mitigate this dilemma through technological advancement.

Check back in with our leaderboard at regular intervals to find out who is dominating gram-town in Spain and don’t forget to have a read of our other insightful articles here.

The post The Leading Brands on Instagram Mentioned by Spanish Influencers appeared first on Primetag Blog.

An international coffee brand wanted to implement an influencer marketing campaign for the launch of a new product in Portugal. In doing so, the Portuguese branch encountered various issues, ranging from a lack of control on insights to having no playbook, as well as finding it hard to measure ROI.

Whilst some of the difficulties were an unsurprising set back for the brand, it was evident for them that influencer marketing has a lot of potential but they lacked some basic knowledge of the industry. 

Using Primetag’s technology, the brand was able to monitor all influencer activity, campaign progress and ROI

Using Primetag’s technology, the brand was able to monitor all influencer activity, campaign progress and ROI, making the whole process safer for the brand. On top of this, Primetag’s playbook ensured that the brand had access to 7 pre-defined objectives and a prediction on the potential ROI. These tools had ultimately allowed for full optimization of their campaign and to successfully achieve a consistent ROI.

As in any well-structured influencer marketing campaign, here is the journey the brand followed while managing their campaign inside the Primetag platform. From setting up the campaign goals to monitoring and reporting.

Download the case study asset to fully understand how Primetag helped the Coffee Brand optimize its processes and scale its Influencer Marketing efforts like never before.

Have access to the step-by-step guide on IM optimization, including:

• Step 1: Strategy & Goals 
  Setting up a campaign basis.
  
• Step 2: Influencer discovery
  Finding the right influencers using real Social Media insights.
  
• Step 3: Evaluation
  Assigning the best deals by negotiating without wasting time.
  
• Step 4: ROI – Return on Influence
  Painless content monitoring and automatic real-time reporting.

Build a successful Influencer Marketing campaign

The post Executing a killer influencer marketing campaign: step-by-step guide appeared first on Primetag Blog.

Instagram is one of the most vital channels for promotion and sales within the marketing industry. In recent years, the palpable shift from personal to entrepreneurial use has allowed for many business ventures, as brands and influencers continue to collaborate. Now more than ever, Portuguese companies need access to legitimate and reliable information provided by experts in the digital sector.

Primetag has produced the Social Influence Report Portugal 2018 as a response to the lack of real data on influencer marketing. This report provides an insight into Instagram’s most popular contents and accounts among the Portuguese audience.

Our technology has analyzed 1.682 Portuguese influencer profiles, more than 354 thousand posts and 2.710 million interactions. These insights into social media assist brands and agencies with their influencer marketing endeavours.

A closer look at the Portuguese Influence report:

• Sports and Fitness – Ronaldo has the highest number of Instagram followers, with Pepe and Ricardo Quaresma ranking behind him.
• Fashion and Beauty – Zara is the most mentioned brand, followed by Mango and H&M.
• Arts and Entertainment – Rock in Rio tops the ‘Summer Festivals’ category.

Sports and Fitness

The CR7 planet monopolises Instagram in Portugal and generally around the world. In fact, Cristiano Ronaldo (184M) is responsible for more than a half of all interactions in Portugal. This comes as no surprise as he is one of the most influential footballers in the digital industry. 

Whilst Ronaldo has the most Instagram followers, Pepe and Ricardo Quaresma are ranked second and third in the list of top followed accounts. 

Although sports and, more precisely, football dominates this category it is also worth acknowledging the impact fitness has had on Instagram. For example, “Real couple real food” (12,6%) are ranked first in the engagement bracket with their fitness tips and healthy meal options. Portugal’s football star, Manuel Fernandes (12,4%) ranks second for the highest number of engagement, followed by the upcoming professional Jota (11,1%).

Ultimately, the Sports and Fitness category is predominantly made up of masculine athletes with the exceptions of “Real couple real food” and the female footballer, Rita Fontemanha.

The top three most mentioned brands by portuguese influencers in the Sports & Fitness category are:

• Prozis, an internet-based Portuguese company that is active in the sports nutrition retail sector.
• The Portugal national football team, which has represented Portugal in international men’s football competition since 1921.
• Adidas Originals, a line of casual sports clothing. 

Fashion & Beauty

International model Sara Sampaio has the greatest number of followers in the Fashion & Beauty sector. On top of this, she also has the most interactions on her photos and videos. Vanessa Martins and Liliana Filipa are also in the top three most followed accounts in Portugal. English and Portuguese influencer Alice Trewinnard ranks first in engagement (140,2%).

Zara is the most mentioned brand by portuguese influencers (5.3k mentions), followed by Mango (2.2k) and H&M (2.1k). In contrast to Spain, Portugal has no masculine figures among the Fashion & Beauty sector.

Arts and Entertainment

Figures at the forefront of traditional media, such as TV, music and cinema have recently found a place in new digital platforms, such as, Instagram and Youtube. However, it is worth acknowledging that many were also born inside these entertainment channels and are now as equally influential as traditional media figures. Therefore, the Art and Entertainment category was divided into two sub-categories: music, TV & cinema, and digital entertainment. Leading these categories are Rita Pereira and SirKazzio, respectively.

In addition, an analysis of the most mentioned music festivals by portuguese influencers showed that Rock in Rio ranked first, followed by NOS Alive and MEO Sudoeste.

Travel

For many people Instagram has become a place where they can post and keep track of their travel destinations. Indeed this is the case for João Cajuda who monopolises the Travel category. With his exceptional photo and video quality, the portuguese are able to witness the most exotic destinations around the world at the comfort of their sofa. 

The most preferred international destinations by portuguese influencers are Paris, Madrid and London, followed by Barcelona and Amsterdam. Alternatively, Lisbon, Porto and Cascais are the most popular local areas.

Brands, such as  Turismo de Portugal, Tap and Condé Nast Traveler are most favoured by Portuguese influencers in the Travel sector.

Gastronomy

Gastronomy has recently come to dominate instagram’s feed with remarkable food photos. Marco Costa, Instagram’s popular foodie, has been ranked first for the highest number of followers whilst ‘Coco e Baunilha’ tops the engagement category. 

‘Casal mistério’ is the second highest followed account on Instagram in the Gastronomy section. Whilst their identity remains hidden, they continue to have the highest number of views in Portugal. 

Iswari, Sumol and Origens Bio are the the most tagged food brands by influencers. 

A Football Loving Nation

Overall, the study of the Portuguese Social Influence report has shown that categories such as Sports and Fitness and more precisely Football include some of the most followed people in Portugal on Instagram. This love for football is also shared by the neighboring country Spain as seen in the Social Influence Report Spain 2018.

The post An Overview of the Social Influence Report Portugal 2018 appeared first on Primetag Blog.

Instagram is one of the most vital channels for promotion and sales within the marketing industry. In recent years, the palpable shift from personal to entrepreneurial use has allowed for many business ventures as brands and influencers continue to collaborate. Now more than ever, Spanish companies need access to legitimate and reliable information provided by experts in the digital sector. 

The Social Influence Report Spain 2018 has been produced as a response to the lack of real data on influencer marketing. This report provides an insight into Instagram’s most popular contents and accounts among the Spanish audience. 

Primetag has analysed 6.221 Spanish influencer profiles and 1.3 million posts. These insights into social media assist brands and agencies with their influencer marketing endeavours.

A closer look at the Spanish Influence Report:

• Fashion – Zara is the most loved brand by Spanish Influencers on Instagram, followed by Mango and Bershka.
• Music, cinema and TV – Netflix and Operación Triunfo, generate new public figures on Instagram.
• Travel – Paris, London and New York are the most admired international destinations by Spanish Instagramers.

Fashion & Beauty 

Manu Ríos, an international model and social influencer, has the largest number of followers (4.6M) on Instagram, with Dulceida (2.6M) and Paula Echevarría ranking behind him (2.5M). Whilst, he is third in the engagement bracket (11.2%) he continues to be one of the most influential people within the fashion sector working with brands, such as Bershka and Calvin Klein. 

Jessica Goicoechea (1.9M) ranks first for the biggest number of views on her video which features an emotional young fan meeting the model.

Zara is the most tagged and mentioned fashion brand by spanish influencers (30k mentions), followed by Mango (8.3k) and Bershka (7.8k). Out of the 30 most mentioned brands by Spanish influencers, 26 of them belong to the Fashion or Cosmetic industries with five of them being Inditex companies. 

Music, cinema and TV

In the music, cinema and TV sector, studies show that figures who have recently emerged on Netflix series, such as La Casa de Papel and Élite, have gained remarkable recognition on Instagram: Úrsula Corberó (6.4M), Jaime López (5.1M) and Miguel Herrán (4.4M). In fact, within a year these figures have managed to surpass the popularity of Penélope Cruz (4M) in relation to Instagram followers.

Leading the engagement list with the highest number of interactions from their fans, is the new generation of Operación Triunfo, with Luis Cepeda (23,2%), Agoney (19,3%) and Aitana (19,1%). 

Travel 

The most admired international destinations by Spanish influencers include cities, such as Paris, London and New York. 

The most popular Spanish cities on Instagram are, Madrid, Barcelona and Valencia.

Regarding influencers in the travel sector, Nicanor García, a Barcelona-basedphotographer, has the highest number of followers (738k). Meanwhile, Gotzon Mantuliz and his dog Noa have the highest number of interactions.

Gastronomy 

Instagram foodies, such as Miquel Antoja, have recently taken over the platform with their strikingly delicious content. More notably, his sponge cakes and chocolate wafers have gained a staggering 4.7 million views. 

What to expect from gastronomy in the upcoming years? 

With global plans to improve the speed of climate change, veganism is becoming the new go-to diet. Therefore, we believe that vegan based foodies, such as, ‘midietavegana‘ will start to have a greater impact on Instagram with their compelling tips for a more sustainable diet. 

Generally, healthy and nutritious foods are becoming more commonplace on Instagram with the growing rate of obesity. Therefore, we believe that accounts such as, ‘carlosríos‘ will soon be one of the top ranking on Instagram with content that encourages a healthier lifestyle. 

Sports & Fitness

Football monopolises the Sports & Fitness category on Instagram with the following players:

• Sergio Ramos (35.2M), plays for Real Madrid as a centre back.
• Andrés Iniesta (32.1M), plays as a central midfielder for Japanese club Vissel Kobe.
• Gerard Piqué (17.5M), plays as a centre-back for Barcelona and the Catalonia national team.

Toni Alarcón (8,5%), a Spanish triathlete, ranks first in the engagement sector, followed by the finalist of ‘Ninja Warrior’ Jota Mowly (8,4%), and the athlete Ana Peleteiro (8,3%).

The World of Football

Overall, the study of the Spanish Social Influence Report 2018 shows that football players are the most followed accounts on Instagram in Spain. Their popularity on Instagram inevitably ranks the Sports & Fitness category first among other categories. This love for football is also shared by the neighbouring country Portugal as seen in the Portuguese Social Influence Report 2018.

The post An Overview of the Social Influence Report Spain 2018 appeared first on Primetag Blog.