Could Influencer Marketing Be Perfect For Your Strategy?
The case for today’s most organic and unbeatable form of marketing, Influencer Marketing.
James Rostance speaks with Emilie Quinn, Head of Influencer Marketing at Wildfire Social to determine how Influencer Marketing can benefit, the secret to its power along with the correct approach for any influencer based campaign.
- A concise explanation of what Influencer Marketing is
- Where influencer marketing should within agencies and organisations
- The real power that influencer marketing has to offer
- The most important, yet least well known technique of influencer marketing
- Secrets to success in Influencer Marketing
– Hi, I’m James Rostance, and welcome to The 414. Each week, we have some of the greatest minds in marketing, and joining me today is a woman who is currently one of the most influential people in the country on social media influencing. Now, she’s witnessed some of the many changes on influencer marketing, having begun her career in New York at one of the largest media agencies in the world, and she’s since relocated to London and is now head of influencer marketing at Wildfire Social. And it’s my pleasure to introduce Emilie Quinn. So Emilie, how do you like to explain, in a concise fashion, what is influencer marketing?
– So, influencer marketing, simply put, is the act of promoting or selling goods or services through people, or influencers, who have the capacity to have an effect on their audience’s behaviour. So this is not a new term, or concept, at all. It’s something that’s been around for many, many years just in the form of celebrity or athlete endorsements. It’s only now we’re really thinking of it as it’s own unique concept.
– There seem to be a lot of confusion around where influencer marketing sits within organisations and agencies. Can you provide a little clarity to help with this?
– Yeah absolutely. I think with the evolution of influencer marketing, there has been confusion within PR agencies, creative agencies, all of the strategic departments that sit within the bigger media agencies, as to who kind of owns it and where it should fit. And I think it just comes back down to the KPIs and the main campaign objective. So it’s really important to work with the brands in kind of the initial conceptual phase of the campaign. So first of all, to most importantly, make sure that influences are being used because they’re relevant, and not just thrown in at the end for the sake of it.
– So what do you see as being the real power that influencer marketing has to offer?
– I think the real power of using influencers is the fact that they have created their audience from scratch by building content around a certain topic or passion point of theirs. So this is something that their followers have opted in to actually be served content to. So if done the right way, and if partnered properly with the brand, there is unlimited opportunities for consumers to discover and engage with your brand in a much more authentic and natural way, rather than being targeted by sponsored ads or posts. Which as we all know now, with the ad blockers on the rise, it’s a major issue that brands are trying to get around.
– I’d love to know, what would you consider to be the most important, but also least well-known, technique of influencer marketing?
– I think one of the most important techniques and one that we can still see a lot of brands and agencies getting wrong still, is making sure that the influencers that you use are relevant for the brand. So making sure of simple things like they actually like the product and they genuinely would use it, because this comes across in a very authentic way when they create the content with it. Another massive point for us is that the audiences between the brands and the influencers are aligned. An influencer may have many different types of passion points and things that they create content around, but if that’s not aligned with what the actual product and the key story and theme and the campaign, then ultimately the campaign won’t work.
– In your experience, what are the secrets to success in all of this?
– The million dollar question. It is very hard to pin it down to just one thing, and ultimately it really comes back to what you’re trying to achieve and what the main campaign objectives, or KPIs are. Something I have noticed, and something I think absolutely is necessary when working with influencers is to remember that you’ve chosen them for a reason. You’ve chosen them because of the audience that they’ve built from scratch. You’ve chosen them because of the content that they create. So giving them that trust, and giving them that creative freedom and control, obviously a brand’s gonna want input into that and they’re gonna want to make sure that their brand is perceived in a certain way. But ultimately I think leaving the creative control over to the influencers, and just trusting that they know to do this best, it will come across the most authentic.
– Emilie, thank you so much for joining us. It’s been a pleasure.
– Thank you very much.
The 414 EXTRA
This is where we get the chance to look a little deeper into the most interesting elements of the content that we’ve just covered in the main show
Emilie shares with us some detailed examples of successful project she’s delivered recently, as well as more on how and why Influencer Marketing can circumvent ad blockers.
James: Hi, I’m James Rostance, and welcome to The 414 Extra.
Now, this is where we get carry-on speaking with Emilie Quinn here, from Wildfire Social. And go into a bit more detail about some of the points that we covered in the main show.
Now, Emilie, one thing that’s piqued my interest was where you briefly mentioned about ad blockers, and to top it off, ad blocking and why that’s a problem. But, also how it seems like social media influencing can bypass that.
Can you tell me a bit more about that?
Emilie: Sure, we’re definitely seeing a major increase on the awareness and the usage of ad blockers through mobile and desktop.
So, you’re probably well aware yourself, once you’ve got your Instagram feed up or Facebook, it’s very evident and very obvious now, which posts are sponsored and which are pure, branded advertorials.
Influencer marketing is not only a way around this, but it’s a much more authentic way in connecting with the right people, at the right time and the right place, who genuinely care about the content that’s being produced.
And if done correctly with a brand, if that collaboration is effective enough, then it can ensure that your content is in the right place at the right time.
James: What would be an extension of an influencer campaign? Is that even possible?
Emilie: Absolutely, if it’s relevant, and again, if it ties back to what you’re trying to achieve. But, something that we have done before and that is worked really well, for example, in a travel campaign would be creating original content with travel influencers, but then also using different communities, different travel communities.
So there’s a lot of different pages out there. Similar to influencers like Earthpix, is one that we work with a lot, that have specifically curated content around these topics like travel, fitness, fashion, food, around any real niche out there at the moment.
So, once you’ve got this original content created, to really own the whole social conversation and be part of a much bigger picture, would be to actually distribute that in it’s own unique way across these different social communities around that, rather than topic.
James: Emilie, thank you very much.
Emilie: Thank you very much.