Inside the Creator Economy

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

From Catalogue to eComm: Mapping Retail's Digital Transformation Journey w/ Kristina Hermansson, CCO @Cellbes

In recent years, Cellbes has been going through an extensive transformation journey, moving from being a leader within catalogue retail to becoming a full-fledged e-commerce company. 

 

In this podcast episode, Sanna Ödmark talks to Kristina Hermansson, CCO at Cellbes about this transformation journey, how Cellbes work with diversity and inclusivity as two integral parts of their business, and how they use social media and influencers to reach and attract their audience, which has slightly more life experience than the Gen Zs and Millennials.

 

We’ll talk about:

• The importance of always putting the customer first and adapting the communication based on their needs and wants
• Why content is an important outcome from their collaborations
• How Cellbes managed to reach new customers with influencer marketing - and increase their number of Instagram followers with 100%!

In-house vs Influencer Marketing Agency?

Weighing up whether you should handle influencer marketing in-house, or partner with a specialist agency? Tune it to our first episode back for season two, where we'll be helping you determine which approach would work best for your brand.

Bringing a third option to the table, we'll map out the different routes you can take and the pros and cons of each so that you can make an informed decision on what your next steps should be, and which ones will lead you to your goals.

 

We’ll be taking a look at:

• When you need to partner with an influencer marketing agency
• What you need to have in place when managing influencer marketing in-house 
• How to find the right approach for your brand 

Summer Special featuring Adidas, CAIA, Skincity & CHIMI

This is not just your ordinary marketing podcast; this is a Cure Media summer special podcast! With summer just around the corner, we’re checking the temperatures on four of the hottest brands in the fashion and beauty industry. Proudly presenting: Adidas, CAIA Cosmetics, Skincity and Chimi Eyewear!

Let’s look at the lineup: 

• Redwaan Hossain, Brand Communication Manager at Adidas
• Dilnaz Gemici, Influencer Marketing Manager at CAIA Cosmetics  
• Charlotte Larsson, Head of PR and influencer marketing at Skincity
• Daniel Djurdjevic, CEO & Co-founder at Chimi, Eyewear  

We’re bringing you interviews with the experts at these world-class brands, and getting to the bottom of some of your biggest questions: 

• What three things would you say are paramount if you want to stand out from the crowd? 
• What is the biggest challenge facing marketing and influencer marketing today? 
• What’s your best advice to other marketers out there hoping to emulate your success?

All this and more as we round off season one of our podcast. In the meantime, thanks for coming along for the ride; we’ve loved answering your questions and hearing your thoughts! Keep an eye out on our socials for the launch of season two, coming to you this August.