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The key to Successful Influencer Marketing Campaigns

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Marketer preparing a Influencer Marketing campaign
An influencer is much more likely to tag you in future posts if they know you'll always share the love back | Photo: Kelly Sikkema

Influencer Marketing isn’t exactly something new and, even before the first ever social media post in online history landed, people with the power to influencer others were already getting paid to do exactly that. This is a point that Paige Arnof-Fenn, Founder & CEO at USA marketing agency Mavens & Moguls, recalls.

“When I started my marketing career in 1990 there was no social media and brands had to pay a lot of money to celebrities to endorse their products. Today, small businesses can successfully advertise and promote their brands online without spending tons on traditional media by leveraging the internet and online marketing. Research shows that peers and influencers actually carry more weight today with consumers than paid endorsements.” – reveals Arnof-Fenn, a former VP of marketing at Zipcar.

“My best tip for a successful influencer marketing campaign is to utilize a mix of influencer types. Instead of just focusing on the most popular/branded individual influencers, you should include internal experts, micro-influencers, niche expert prospects, and customers in your influencer marketing mix. Receiving multiple perspectives and insights always enriches the discussion and generates more activity online. In the end, doing your homework is key to success.”

The good news is that, over the past year, the number of people with potential to land real influence to your campaign have increased exponentially, with more of us spending time online to consume content and share our views.

“A shift that happened during the 2020 pandemic is an influx in social media participation and a widening in scope of who is considered influential. With this increase in the number of people turning to social media to meet their needs, the opportunity to share brand awareness through everyday people, entrepreneurs, and even celebrities have increased. The trick is to find the right voices that fit your brand and goals, not the most popular ones. I can’t tell you how many times my friends and I have shared products with each other and all immediately invested. It is about trust at the end of the day.” – says Jessica Fonseca, SVP of Influencer Marketing at Los Angeles-based PR agency at Pink Shark PR.

“A trick I use to find the right content creators is to analyse a brand’s analytics, see who their typical buyers are, and then approach them with a mutually-beneficial offer. I cherry-pick the influencers who vibe with a brand and its initiatives by searching hashtags, demographics, and location. When you find the right voices, they’ll be willing to share your products or services because they truly love what you offer. You can also extend to using small commission-based opportunities for creators. This not only supports the creator but also provides them with an incentive to continue posting about your product.” – explains Jessica.

I spoke to seasoned content creators, marketeers, and business owners using influencer marketing to identify simple-to-follow tips when working with content creators for a campaign.

 

Personalise it

“To experience a successful influencer marketing campaign, you need customized content as per the influencer’s persona. I have been working on influencer marketing on Instagram for the last 3 years with good, average, and bad results depending on the period of time. During the last few campaigns I have noticed that the followers of the influencer don’t like advertisements in the content, so you need to integrate the offer in a subtle way. This subtle approach needs to also generate a good amount of engagement, clicks and impressions for the post and story.”

Nizar Ali Bachlani – Partnerships, influencers and affiliates at www.purevpn.com

 

Repost content from creators

“What people often forget to do with influencer marketing is repost the influencer’s content! An influencer is much more likely to tag you in future posts if they know you’ll always share the love back. Whenever they tag you, be sure to share that content to your story and profile. It’s a great way to show influencers you appreciate them!”

Liz Jeneault – VP of Marketing at www.faveable.com

 

Influencers need creative freedom

“We experienced success and ROI on a project after changing the way we briefed creators. We decided to give them a chance to do their own thing, that their audience will love.
When the creator has some creative freedom, your success boils down to having in-depth documentation on branding. This includes everything from logo placement, recommended slogans, talking points, and key unique value propositions.
This helps make sure that the production value of how your brand is presented shines.

Domantas Gudeliauskas – Marketing Manager at AI-powered website builder Zyro

 

Start with people around you

“I prefer to find influencers amongst our employees and our customers as opposed to working with strangers off the internet as content creators. The former already like our product and service, meaning they are oftentimes willing to work for store credit or free products instead of insisting on thousands of dollars for a social post. The characteristics of this partnership also mean the promotion is much more authentic because it’s organically driven.”

John Frigo – Influencer Marketing Manager at www.MySupplementStore.Com

 

Know what you want

“Specifying your exact requirements to an influencer is key. If you want text/tags/swipe ups/gifs/codes, then make sure you include these in your briefing. Detail if you want the influencer to add their creativity to it or if you will be providing all the content. Clarity is key for influencers when working with marketers. Otherwise, influencers will naturally have their own spin on the collaboration and might miss something you wanted but didn’t articulate to them.”

Kristie Bennett – Content creator and Winner of Australian Survivor

 

Start an authentic relationship before any campaign

“It’s important to speak with the influencer as if they are a new friend. Without asking for something right from the start, the best practice is to set up 4 touchpoints, spaced 1 week apart. This can be a comment, like, DM or repost. It’s only when the influencer has engaged, and the relationship has started to be built, that we approach the content creator. Authenticity is key.”

Myriah Castillo – Digital Marketing Manager at www.joybyte.com

 

Make it mutually beneficial

“We are a 100% female run e-commerce social enterprise founded in 2015. Based on our experience, it is important to remember that a successful influencer partnership is a two-way street. Take the time to brainstorm ways you can help the influencer build on their own brand through the partnership, such as by exposing them to your own audience. By making the relationship as mutually beneficial as possible, it is more likely that your influencer will be motivated to make the campaign a success for both of you.”

Jessica Rose – Chief Executive Officer at www.copperh2o.com

 

Check authentic engagement, not just your number of followers

“Since we’re in the sneaker & streetwear industry, the influencer marketing opportunities are endless. We have tried many different campaigns with influencers, and we found that the key to a profitable influencer marketing campaign is an authentic influencer with a loyal community. You need to spend time reviewing the influencer and his community. How loyal and engaged are these people? How authentic is the influencer while engaging with them? Spend some time learning about the “Like:Follower Ratio”, too, and never just look at the follower count of an influencer.

We found that the more loyal the community is and the more authentic the influencer is, the more expensive the campaigns with these people are…but the returns were always worth the cost.”

Edgar Suppes – Co-founder at www.grailify.com

 

Marcio Delgado is a Journalist, Producer and Influencer Marketing Manager working with brands and publications in Europe, America and Asia.

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Sky Studios Elstree searches for young talent to join Content Academy

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Applications for new roles aimed at launching young people into a career in film and TV close on May 15th | Photo: Kyle Loftus

Sky Studios Elstree is on the search for local candidates, in Hertfordshire, to fill 12 fully paid, year-long placements as part of Sky’s Content Academy, aimed at launching young people into careers in the film and TV industry.

The Studio, which is set to open later this year, is looking for eight school leavers and four recent graduates to work at their brand-new site and is calling out for applicants from Borehamwood, Elstree and the surrounding areas.

For school leavers, the roles include four Runners who will be at the heart of the operations of Sky Studios Elstree, working with the Client Services and Operations teams to provide support to some of the biggest productions filming in the UK. There’s also one Rigging and three Lighting roles to be filled and this team will play a critical role in providing set lighting and equipment to clients filming at the studios.

“Elstree and Borehamwood is synonymous with producing world-class film & TV and, as long-term partners in the local area, we are excited to create these new opportunities for young people who want to get in to the industry. These roles allow us to break down barriers to entry, by enabling applicants without previous film or TV experience to secure a paid, full-time role at the heart of the UK’s newest studio. These 12 new roles, on top of the jobs already created locally at the studio, are just the first intake of placements and we’re excited to announce more as we ready for opening later this year.” – says Caroline Cooper, COO at Sky Studios.

When it opens later this year, Sky Studios Elstree will house 13 studios and enable £3bn of production investment over the first five years of operation.

The graduate roles include Senior Runner and Client Services and Operations Trainee positions. These candidates will be responsible for everything from coordinating the runner team, attending production meetings to overall studio operation support. The positions are designed to give people starting out in their career a broad understanding of what goes into productions and the vast range of opportunities available, as well as allowing them to build up their on-set experience and production network.

This opportunity follows Sky’s yearlong partnership with Elstree Screen Arts Academy, coaching students in a documentary project celebrating Elstree & Borehamwood’s rich film and TV heritage. This summer, ESA students will receive first-hand production experience as part of a 6-week summer internship on a variety of Sky Studios productions.

These new roles come after Sky Studios Elstree announced a local recruitment drive late last year for a range of operational roles and for facilities support across the site including security, cleaners and maintenance.

Applications for new roles aimed at launching young people into a career in film and TV close on May 15th  and for further information visit: https://careers.sky.com/earlycareers/content-academy/

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Applications for the 2022 Airbnb Athlete Travel Grant are open until May 20

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Young athlete getting ready
In 2021, more than 9,000 athletes benefited from Airbnb athlete support programs, representing more than $4 million in direct support | Photo: Anastase Maragos

Airbnb has opened applications for the next edition of the Airbnb Athlete Travel Grant, in partnership with the International Olympic Committee (IOC) and the International Paralympic Committee (IPC). The program, which was launched in 2021, offers up to 500 athletes a year $2,000 USD travel grant to use exclusively on the accommodation platform as they travel, train, and compete and will run through 2028.

Last year 500 athletes representing 125 countries and 63 sports benefitted from the Airbnb Athlete Travel Grant program, including Canoe sprint athlete Saied Fazloula, who represented the Refugee Olympic Team at the Olympic Games Tokyo 2020:

’’I used my Airbnb Athlete Travel Grant for multiple trips before the Olympic Games in Tokyo, including for a training camp and other competitions. It’s incredibly valuable to have this support as a refugee – Airbnb has provided not only a grant, but also a clear head so that I can concentrate on my sport.” – acknowledges Fazloula.

Applications will close on May 20, 2022 at 1:59 pm PDT. The Airbnb Athlete Travel Grant can only be used towards Stays in association with training, medical, or competition-related travel, and is not intended for non-sports-related personal use.

To find out more and apply, visit: www.airbnb.com/athletetravelgrant

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Top 10 cities for sourcing highly skilled talent in Europe

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Young European male professional working on a computer
Forecast: 30-40% of employees are expected to be part of hybrid work settings

A new report by Forrester, a research and advisory firm, has ranked Helsinki, Stockholm, and Copenhagen as the top European hotspots for businesses to recruit highly skilled talent.

Navigating The Leading Skill Clusters Across Europe, ranks 50 cities to help tech and business leaders establish where to source the skills needed for the future. The focus on digital transformation efforts, an aging population, increasing automation, and continued pandemic-related disruptions have created a skills gap in Europe.

The recent study also highlights that Europe‘s heterogeneous skill landscape is led by the North and West. Top ranked cities like Helsinki and Berlin offer a highly educated and diverse workforce with above average language skills and a business-friendly regulatory framework.

“The focus on green and digital revolution coupled with the socio-economic changes have created a noticeable skills gap in Europe, which can be debilitating for business growth,” – says Dan Bieler, principal analyst at Forrester. “To prepare for the future of work, European businesses need to hire talent adept at both technical and soft skills. The Nordics region is teeming with precisely this kind of talent. Recruiting talent from emerging hubs like the Nordics will allow European businesses to accelerate digital transformation efforts and drive long-term business growth.”

The top 10 cities also include Berlin, Hamburg, Oslo, Munich, Vienna, Zurich, and Amsterdam. London, often known as Europe’s tech hub, was ranked 19th — largely due to stringent immigration rules post-Brexit, resulting in London, Manchester, and Birmingham sliding in rankings.

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