Influencer Marketing Talks

What Even is Data-Driven Influencer Marketing?

In a marketplace this competitive, everyone will be telling you to do data-driven influencer marketing if you want to succeed - us included!

 

But we’re going to pause and take a step back a second, because in this episode of Influencer Marketing Talks we’re going back to basics and answering one foundational question first: what even is data-driven influencer marketing. 

 

Answering in under 15 minutes, we’ll be taking a look at:

 

• How you can be data-driven at influencer selection
• Where optimisation fits into your data-driven strategy
• And how you can measure your results to give future activations a head start

A Brief History of Micro-Influencers

If you hear ‘influencer marketing’, your mind probably jumps to the big, celebrity creators. But times have changed and flying the flag for micro-influencers; they’re big news, whether brands like it or not.

In fact, in 2021 micro-influencers accounted for 91% of the channel. Which means that if you’re only focusing on mega-influencers and above, you’re missing out on the vast majority of the channel, and with it a lot of potential engagement.

But where did these so-called micro influencers pop up from? We’ve done some digging to track the emergence and evolution of the micro-influencer and it took us all the way back to 1765. So buckle up, listeners, because in this week’s episode of Influencer Marketing Talks we’re taking you on a bit of a history lesson.

5 Gen Z Myths Busted ft. Imagen Insights

With new motivations and behaviours driving their purchasing decisions (and a lucrative price tag on their head), marketers are obviously keen to get Gen Z on board. But how can they hope to do that when nearly 60% say they’re not confident they even understand them?

As uncertainty grows, myths begin to circulate and they’re steering marketers in the wrong direction. 

Joined by Cat Agostinho and Jay Richards, co-founders of Imagen Insights, one of the biggest agencies in Gen Z intelligence, we’re busting five of the most pervasive myths surrounding this new audience.

Tune in to learn:

• How brands can avoid the cringe factor on TikTok
• What the future has in store for fast fashion 
• Who brands should learn from when it comes to Gen Z strategy

Summer Special with Vogue Business; The Fashion Industry Trends You Need to Know

Whether you’re already clocked off for the summer, or you’re enjoying a sunny commute to the office - we’re glad to have you here and you’re in for a great episode, because today’s edition of Influencer Marketing Talks is hot off the press!

This week, we are joined by Lucy MacGuire, Trends Editor at Vogue Business. With several fingers on the pulse of the biggest drops in fashion plus bylines that span a wide range of the Vogue empire, from Britain to Italy, and Paris to Russia, Lucy has about as comprehensive an overview of fashion and consumer trends as anyone can have. 

We'll be discussing:

• The must-know fashion industry trends for 2022
• How fashion brands can (and should) benefit from TikTok vs Instagram 
• Shopping behaviours across Gen Z, Alpha and Millennials  

The Djerf Avenue Story: From Creator to Co-Founder

In 2019, 19-year-old influencer Matilda Djerf launched the Scandinavian styled,  non-seasonal, ready-to-wear fashion brand ‘Djerf Avenue’ together with her partner and co-founder Rasmus Johansson. Only three years in, Djerf Avenue has become globally recognised, reporting $8 million in sales in 2021. 

That’s not all. At the same time, Matilda gained global recognition for her iconic hair and Scandinavian style, quickly propelling her Instagram account up to 2,3M followers - and counting. 

This week, we'll be joined by Rasmus Johansson, CEO and co-founder of Djerf Avenue, as well as Matilda Djerf herself, the creator behind the eponymous brand whose two million plus Instagram followers have become willing devotees of her sustainable, all-season fashion line.

We'll be discussing:

• Why Djerf Avenue is ditching retouching in all of their content
• How they built their loyal community of #DJERFAVEANGELS
• And how they've leveraged their influencer marketing expertise to grow the powerhouse brand Djerf Avenue is today

 

The State of Influencer Marketing 2022: The Consumer Edition

Gen Z and millennial audiences have new expectations when it comes to influencer marketing - and marketers aren’t always keeping up. 

Whether it’s the content formats they most enjoy or the platforms they’re most active on, staying on top of (let alone ahead of) the latest movements in consumer preferences can be challenging, particularly in a marketplace as fast-moving as retail. 

We’re looking back over our research of 1,0008 consumers to pinpoint what it is exactly marketers need to be aware of when constructing their influencer marketing strategy.

We’re talking:

• The importance of long-term partnerships
• Why live video isn’t doing it for one demographic
• And whether relatability is a valued trait for younger shoppers

Plus more! So tune in to listen and make sure your influencer marketing is the kind audiences want to see in their feed.

The Content Trends & Tactics We’ve Seen on Social Media in 2022

Creating engaging social media content comes down to more than just viral dance trends or repurposing popular memes. Instead you need to strike a tricky balance between the content different platforms’ algorithms are prioritising, the messages you need to communicate, and the material your audience actually wants to see.

And just when you think you’ve got it sussed, it can all change on a dime.

So we’re taking a look at the lay of the land in 2022 to try to help brands work out what different content will help them shine on different platforms, and how they can make that work for them. 

We’re covering:

• What Instagram’s shift to video-first tells us about the future of social content
• Whether Facebook still fits into the modern SoMe mix
• And how you can adapt your strategy to different platforms

Influencer Marketing and AI; The Perfect Match?

In a marketplace as crowded as the fashion sector, you need every campaign to land. So while catchy copy and compelling graphics might be the things that your audience remembers, it should be data that tells you what copy will work, which graphics will fit, and even who your audience will be.

And influencer marketing should be no exception. Data-driven influencer marketing can make sure your activations get seen in the right place and by the right people; it can redirect your campaigns to maximise your results; and it can take your strategy to the next level.

To hear how influencer marketing, machine learning and AI can be the perfect match, we invited our in-house Data Scientist Bernard Rosencrantz to the podcast studio.

Tune in to find out: 

• What AI is and how it’s used in influencer marketing 
• What AI features make the must-have list for fashion brands 
• The advantages AI can offer for influencer marketing campaigns

L’Oreal GM on How Beauty Can Build Inclusivity

L’Oreal is on a mission to ‘create the beauty that moves the world’.

With 36 global brands and four different divisions, most, if not all of us, will have enjoyed a L’Oreal product at some point. From high street beauty faves to luxury fragrances and salon-level hair products, the L’Oreal family encompasses a staggeringly wide range of products with something to suit everyone. And it's this inclusiveness that drives their wider marketing and business goals.

As inclusivity and diversity become critical purchasing motivators for consumers as well as ethical musts for brands, we turned to L’Oreal to discover how a world-leading beauty brand is incorporating these values into their strategy. 

To hear how L’Oreal has reinterpreted the traditionally exclusionary beauty industry into something broader (and more beautiful for it), we spoke to Erica Culpepper, General Manager for Multi-Cultural Beauty at L’Oréal. All together, Erica has an impressive 20 years of experience in the beauty industry, experience that has taken her to some of the biggest and most iconic brands in the industry. In this episode, you’ll learn from Erica how beauty and fashion brands can build a more inclusive future - and why they must. 

Tune in to find out: 

• L’Oreal’s approach to diversity and inclusivity in influencer marketing
• What actions beauty brands should commit to to build a more representative industry
• How L’Oreal adjusts their marketing to respond to consumer demands 

 

The State of Influencer Marketing 2022: The Marketer’s Edition

Earlier this spring we surveyed over 200 marketing decision-makers and 1,000 consumers to find out what influencer marketing really looks like in 2022…and whether it’s what your audiences actually want.

Long story short: not always.

Throughout our research we found clear evidence that brands and marketers aren’t always in sync with their target audience, employing tactics that run contrary to what consumers want. 

But it’s not all bad news! In some areas, marketers were adopting savvy influencer marketing strategies to foster preference within their target audience and nurture their relationships online. 

So where are they getting it right and where are they going wrong?

Tune in to find out…

• Just how many brands feel confident in their grasp on Gen Z
• Why many brands need to reassess how they approach influencer content
• What influencer marketing budgets will look over the year to come