Good Morning McCann: What’s The Deal With Influencers?
Globally, marketers spent $570 million on influencer marketing on Instagram alone last year, according to eMarketer. In case you had been living in a box for the past few years, influencer marketing is the practice of brands partnering with social media influencers — people with a large following on one or more major social media platforms — to promote their products or services. These influencers may be actual celebrities, such as actors or professional athletes, or they may simply be popular figures within their social media platform of choice - such as YouTube stars or Instagram models.
While the principle behind influencer marketing is not new - we have been buying products endorsed by celebrities for years - today’s influential voices are very different than more those traditional figures. They hold huge sway over diverse audiences on the social web, who trust their opinions, aspire to their lifestyle and prefer to hear their POV over hearing directly from brands and more overt advertising. 75% of children surveyed by travel company First Choice say they would consider some sort of career in online videos, due to the creativity, fame and the opportunity for self-expression that this career path brings.
We invited a panel of experts from across the influencer industry to join us for our latest Truth Well Brewed learning session to drop their knowledge on their roles in the space, to share trends and help us understand how we can best partner with leading influencers in the creative process.
Our panelists brought a variety of perspectives to the conversation: Nicolette Mason, fashion and lifestyle influencer and co-founder of women’s clothing line Premme and Rachel Martino, beauty and lifestyle influencer could share their experiences from the creator side of the equation while Reesa Lake, Partner, Executive Vice President at Digital Brand Architects (DBA) and Ariana Pappas, Senior Talent Manager at DBA, spoke of their roles partnering with talent and helping brands navigate the influencer ecosystem.
We covered diverse topics from the ever-evolving definition of influence, how brands can and should approach working with influencers, dealing with the issue of fake followers and bots, disclosure and FTC regulations, exclusivity asks and what not to do when pitching a partner. The brands that spend the time forging relationships with individual influencers and look at relationships as long term investments rather than one-off hits, are those who ultimately will win in this space.
Thanks to all our fab panelists for a lively, educational and inspirational discussion!