Influencer Marketing Talks

A Top Influencer’s Guide to Collaborations w/ Liv Watkins @livvrh

In just a few short years, the role of ‘influencer’ has evolved from a quirky side-hustle to a full-time profession for many. With the booming influencer marketing industry, influencers have become modernity’s answer to shopfronts and billboards. To get a glimpse at what this looks like from the influencer’s side, we’ve invited UK beauty influencer Liv Watkins to join this week’s episode. 

Liv will shed light on the influencer side of brand collaborations, sharing her best advice on how brands should (and should not) approach influencers as well as how she adapts her content in response to audience reception. 

We’ll also cover:

• An influencer’s view on influencer marketing trends for 2022 
• How her Instagram following grew from friends and family to 185k
• Why influencers should be considered consultants when working with brands

How to Expand into New Markets with Influencer Marketing

With the value of online shopping soaring in virtually every country, most fashion brands will be looking to take their business to new heights by expanding into new geographical markets. But while there’s no shortage of success stories, this isn’t a task you’re going to want to approach carelessly. So let’s get to the bottom of what you need to know about bringing your brand into new markets using influencer marketing as your launchpad.

 

In this week’s podcast episode, Sanna Ödmark and Frida Ekholm will discuss how fashion brands can land in new markets, establish their brands and grow quickly with the help of influencer marketing.

 

We’ll also be talking about:

• The risks of expanding into a new market and how to avoid falling prey to them 
• Strategies for tackling the zero brand awareness issue 
• And why local market knowledge is key

Influencer Marketing for Fashion Brands w/ Phoebe Locke @FARFETCH

Many still associate influencer marketing with fast fashion, but as the channel has evolved we have seen that it is actually a strong platform for a wide range of products. Ultimately, it all comes down to where your target audience can be reached and how they want to be communicated with - and that’s true regardless of whether you’re promoting fast fashion, social causes, or - as we’re going to talk about in this episode - the high-end fashion segment.

To unpack this with us, we have Phoebe Locke in the studio. Phoebe is an Influencer Marketing Executive at FARFETCH, the world’s leading retail platform for the luxury fashion industry. In this episode, Phoebe shares her thoughts on the role of influencer marketing in today’s competitive retail landscape, and offers insights into the ways she thinks influencer marketing differs in the luxury sector compared to fast-fashion. 

 

We’ll also be talking about:

• Why the fashion industry needs to change their perception of influencer marketing
• The case for a long-term approach to influencer marketing
• What brands should consider to appeal to the Gen Z audience 

 

Risking More by Doing Less: Why You Need to Scale Your Influencer Marketing

The Gen Z and millennial female audience’s top source for finding products to purchase is influencers’ posts on social media. The current consumer behaviour shift is huge for the influencer marketing industry. A change in shopping habits like this means that consumers are relying on influencers to a greater extent than ever before - to offer inspiration and to help them navigate the eCommerce jungle. 

 

This fact alone is argument enough to scale up your influencer marketing. But together with the knowledge that we are spending more time on social media plus the emerging shift from traditional retail to eCommerce to social commerce - it’s impossible to dismiss influencer marketing as a campaign-based silo channel. Instead, you have to incorporate it into your overall marketing strategy, just like you would your other marketing channels.

 

In this week’s episode we got Julia Arheden, Client Manager at Cure Media with us to share her expertise on why you’re risking more by doing less when working with influencer marketing. 

 

We’ll be talking about:

• Risks of working at a small-scale with influencer marketing 
• The consumer behaviour shift and what it means for brands 
• How to stand out from the crowd with influencer marketing

Cause-led Influencer Marketing w/ Neve Fear-Smith @ Talking Influence

Today's consumers are putting pressure on brands to take a stand on important social issues. With social media being a prime channel for communication among consumers, brands and influencers - this is a quickly emerging trend that brands need to pay attention to. Especially so within influencer marketing. But how do you approach this delicately as a brand?  

In this week's episode, we have Neve Fear-Smith from Talking Influence - one of the thought leading B2B publications which covers topics surrounding the influencer marketing industry. 

At Talking Influence, Neve is covering emerging industry topics and making sure industry professionals are keeping up-to-date with the latest insights. Today, Neve is with us in the studio to share her advice around cause-led influencer marketing. 

 

We’ll be talking about:

• Best practice example of cause-led influencer marketing
• How brands should approach social causes 
• What makes a successful cause-led collaboration

Influencer Marketing Trends for 2022

From Instagram’s industry-shaking video-first strategy shift, to the gradual emergence from lockdown, 2021 has been a transformative year for influencer marketing. But there’s no time to dwell on the past. Let’s get to the bottom of the biggest question on everyone’s lips right now: What comes next? 

With Frida Ekholm in the studio this week we have Holly Morran, UK Marketing Manager at Cure Media. Together they will give you the influencer marketing trends update for 2022; walking you through emerging behavioral trends from consumers, social platform changes you’ll need to be ready for, and of course - the influencer marketing tactics you’ll need in play to succeed. 

 

We’ll be talking about:

• Consumer behavior trends and how they affect fashion brands 
• 3 keys to a successful influencer marketing strategy 2022 
• Social platform opportunities you should hop onto

What Brands Need to Know About TikTok w/ Emma Ryan, Founder & CEO @ ELRY

Why do so many still think that TikTok is all about dancing kids? What are really the differences between TikTok and Instagram, and what should brands do to keep track of all new and emerging trends and tactics in the online sphere? 

 

In this week’s episode we have Emma Ryan, the UK-based Founder & CEO at ELRY - the talent management agency that specializes in everything influencer, social and communications. In addition to being a true TikTok expert, Emma has many years of experience from working at fashion and retail brands such as Boohoo and Lookfantastic and she will share her view on today’s evolving marketing landscape and what emerging trends brands need to be aware of. 

 

We’ll be talking about:

• Different ways in which the industry has changed and evolved after Covid-19
• TikTok vs Instagram: Similarities and differences?
• The biggest (and most tiresome!) TikTok misconceptions

6 Key Things Traditional Retailers Should Learn from Digital Native Brands

They are born digital and grow at a rapid pace, winning both market shares and the love of their target audience. Of course, we’re talking about digital native rockets! But what do CEO’s, CMO’s and investors at digital native brands have to say about their success? We have been doing the research for you! 

In this podcast episode, Sanna and Frida are going to walk you through 6 key things that digital native brands do just right when it comes to connecting with their audience in the digital age. Things that more traditional brands should study and learn from, to keep up with the changing needs and wants of today’s consumers.

 

We’ll be talking about:

• How to elevate your traditional marketing strategies 
• Why trust is key for todays and tomorrow's consumers 
• What a value-based approach to marketing means for brands and consumers

Consumer Behaviours are Shifting: How Can Retail Keep Up? w/ Elisabeth Peregi, CEO @Kappahl

Kappahl was founded back in 1953 and is today one of Scandinavia's largest fashion retailers with hundreds of stores and thousands of employees. During the pandemic, Kappahl was one of the few companies that managed to maintain roughly the same profitability, even with decreased sales - and the future looks bright.

 

In this week’s podcast episode, we got the chance to sit down and talk to the company’s  CEO, Elisabeth Peregi, about how they managed to cope with the pandemic with such good bottom-line results, what she thinks it will take from retailers to stay competitive in the new retail landscape, and how brands need to adapt to changed consumer behaviours in order to stay relevant. You’ll also get to hear about the company’s ongoing transformation and expansion journey - how do you move a brand from the traditional retail scene to stay competitive and at the forefront also in the online space? 

 

We’ll be talking about:

• How retail brands can stay competitive in the online space 
• New consumer behaviours and how brands should adapt
• The company’s transformation journey

3 Simple Mistakes That Will Break Your Influencer Marketing

In today’s competitive, low-trust marketplace, working with influencers is basically a non-negotiable. But while it might look simple enough from the outside, the influencer marketing casebook is rife with mistakes.

In the latest episode of our weekly podcast, we’re looking at three of the most common mistakes we see brands making in their influencer collaborations. More importantly, we’ll be letting you in on our golden rules for avoiding them.

We’ll be talking about:

• Why an always-on approach is a must 
• How data can level up your influencer outcomes
• Why a holistic understanding of influencer marketing is imperative