Influencer Marketing Talks

Preference: The Secret to a Profitable Marketing Mix

In this week’s episode, we sat down with Kristian Melå, Co-founder and Head of Brand Partnership Advisory at Cure Media to sort out what essential role preference plays in when it comes to building a profitable marketing mix.

Many legacy brands invest heavily in creating awareness, but they neglect the middle stage of the funnel, resulting in the need to overspend in the performance stage to make up for the lack of brand preference. 

The marketing landscape continues to evolve rapidly, and approaches that may have worked a few years ago no longer suffice. Marketers must consistently assess their strategies to ensure they remain relevant and in tune with current consumer behaviour.

We’ll cover:

• The preference glitch and the leaking funnel 
• Benefits of peer-to-peer and influencer marketing for building preference
• The relationship between high preference and profitability

The Link Between Diversity, Inclusion and Profitability

We live in a world of diversity. Still, it’s surprising how little has changed when it comes to everyday consumer products.

Nebe Al-mayahi is the brain behind the brand TEINT, which challenges the status quo around daily consumer products. In 2021 they launched their award-winning skin tone adapted plasters and this is just one of a very long list of products that needs to be redesigned to cater for the diversity of our society. 

In this season 5 premiere, we discuss how diversity, inclusion and profitability are intertwined and what companies can do to become more diverse and inclusive in their day-to-day business operations. 

We’re talking:

• The link between diversity, inclusion and profitability
• Examples on how brands can become more inclusive
• What the industry will look like in +5 years from a diversity point of view

The New Year Special ft. Maja Lindelöf, Sanne Josefson & Emil Holmqvist

That’s a wrap on season four of Influencer Marketing Talks - and what a season it’s been! With guests joining us from global brands such as Coca-Cola, TikTok and NYX, we’ve dug into every corner of influencer marketing and the wider consumer arena.

Now, ready to go out with a bang, we’re joined by Maja Lindelöf, founder of Lis Bonne Atelier; Sanne Josefson, founder of Sanne Alexandra; and Emil Homqvist, co-founder of Hickap, for our new year special. 

Sitting down with three of the brightest names behind influencer-founded brands, we’re getting their take on:

• How they got their start in the fashion industry
• What sets their brands apart
• And what other brands will need to succeed in 2023

Building Brand Love with NYX Professional Makeup

Founded in Los Angeles in 1999 and today one of the most popular beauty brands in the world - we’re talking about NYX Professional Makeup! Available worldwide both online and over at thousands of retailers, NYX manages to stay relevant among it’s audience with a high-quality product range and wallet-friendly prices. 

In today’s episode, we have Diana Valdez, Head of Consumer Engagement at NYX to share her expertise on how to grow consumer engagement and build brand love through social media. 

In 15 quick minutes, we’ll be looking at:

• How NYX Professional Makeup keeps up with beauty TikTok 
• Why building brand love is key to make consumer shop in 2023 
• How NYX Professional Makeup practices social listening 

What Research Says about Consumer Behaviour 2023 ft. GWI

What does something named “the lipstick effect” have in common with the economic downturn? Actually, a lot. With 2023’s economic situation, brands need to have a solid understanding of how to attract consumers' loyalty and money before their competitors do.  

In this episode, Frida Ekholm talked to Chris Beer, Data Journalist at GWI, one of the leading audience research companies for the global marketing industry, on how what the latest data and insights say about consumer behaviors in times of crisis - and how marketers need to adapt to it. 

We’re unpacking: 

• The psychology of spending in times of crisis 
• Data from previous crises that will be valuable in 2023 
• How crises are shaping new behaviors 

Is Data-Driven Influencer Marketing the Industry’s Biggest Con?

Google data-driven influencer marketing and you’re going to get over 12,000,000 results all telling you what it’s about, why it’s important, and how you should be doing it. 

But is the very premise a lie?

Looking into what data means for the influencer marketing channel today, data scientist Bernard Rosencrantz and marketing manager Holly Morran bring you their standing-room-only session from the Influencer Marketing Show 2022 held last month in London. 

They’re unpacking:

• The buzzwords that people use to back up their claims of being data-driven
• Why it’s so difficult to actually deliver
• And what data-driven influencer marketing might look like in the not-too-distant future

5 Ways to Grow Engagement on TikTok

Is your brand having a hard time figuring out TikTok? You’re not alone. With its short and snappy videos, this app has grasped the attention of many but unfortunately, brands are struggling to figure out the app and what type of content they should put out there. 

For years, Instagram has been the primary online space for brands to grow their businesses on and some have really succeeded in establishing a good brand image on Instagram. However, while posting aesthetic content might’ve worked great for the Gram, the case is not the same when it comes to TikTok.

To figure TikTok out better, we invited Julia Arheden, Brand Partnership Advisor at Cure Media into the studio. Julia is not only an influencer marketing expert, but also a TikTok and beauty enthusiast, In this episode, we have merged these two expert areas of Julia to deep-dive into 5 ways beauty brands can grow engagement on TikTok. 

We'll be discussing:

• How the TikTok algorithm works 
• What audiences you can reach on TikTok 
• Why beauty brands should hop on haircare

5 Influencer Marketing Trends for 2023

Influencer marketing remains one of the most powerful marketing tools at your disposal and in 2025, researchers estimate that the channel will reach another all time high. But, the way that consumers want to experience influencer marketing is changing. 

With investments soaring and the financial crisis placing greater pressure on the importance of a decent return, brands will need to keep up with these moving targets, adapting their strategies to placate and engage a restless audience and emerge on top.

In this episode, we’re presenting the 5 big influencer marketing trends for 2023. 

• Why economic-conscious content will be a must 
• How to approach influencer niches getting niche-r as a brand 
• What 360° IGC is and why you should implement it

Coca-Cola on Brand Building Through Influencer Marketing

How does one of the world’s most iconic consumer brands work with influencer marketing to strengthen its presence and create buzz-worthy activations? To find out, we invited Coca-Cola to join us in the studio and let us in on what makes them such a leader in their industry and the channel.

How does it differ to work with a brand as established as Coca-Cola vs one that isn’t, and what’s the key behind developing influencer marketing strategies that create buzz? To help answer this question, we’ll be chatting with Victoria Adolfsson, Brand Manager for the Coca-Cola Trademark with a portfolio of Coca-Cola Original, Zero Sugar and Light. 

• How Coca-Cola approaches TikTok
• Building the Coca-Cola brand during a recession
• Why Coca-Cola makes influencer marketing an integral part of their media mix

Media 2023: Consumption trends you need to know

As the number of channels and devices proliferate, it becomes harder and harder for brands to cover every avenue, forcing marketing teams to be more decisive and analytical about the choices they make regarding their resources and budgets.

In today’s episode, we walk you through 5 of the media consumption trends that we think will rule in 2023.

We'll be discussing:

• Which particular media channel we think will struggle the most
• How mobile and social continues to rule it all 
• What brands should do about the fact that ad tolerance decreases