For those who are not aware, Influencer Intelligence is an Influencer Marketing Platform previously known as Celebrity Intelligence. Having swapped the title a few years ago, Influencer Intelligence zooms in on Influencer Marketing. In their own words: “Combining a data-driven influencer marketing platform with specialist and expert consultancy services, our end-to-end influencer marketing solution can help you successfully navigate the influencer and celebrity marketing landscape with ease.”
As a go-to platform, the Influencer Intelligence is a good source of industry reports, insights and masterclasses / workshops. We’ve attended their latest Virtual Event – so you don’t have to – and will review the workshop for you.
Overall, in terms of insight shared, the workshop is hardly groundbreaking. Maybe it’s just the nature of the beast – while trends change quickly, the basics always remain the same – choose the right influencer, retain your talent, create content suitable for given platform.
Business Coaching Journal rates is 3 out of 5.
Megas, Macros, Micros, Nanos Online Event Details
“When you find influencers that you work well with, do nurture those relationships and keep those people around.”
The virtual event in question saw a panel consisting of Grace Fung (COTY), Omar DaCosta-Shahid (M.I.N) and Jessy Grossman (WIIM) engaging in Influencer Marketing Discussion. The aim of the session was to let the attendees in on the following topics:
- Best practice on audience segmentation and targeting
- Influencing without imagery: The use of audio-based content in influencer marketing
- Techniques for measuring and evaluating ROI on influencer marketing activities
- How to build diverse influencer strategies that speak to audience segments accordingly
“I think influencer marketing does best when you leave influencers to be creative and to build brand resonance and help the brand build connection with audience through influencers.”
Influencer marketing Takeaway points – Jessy Grossman
We were somewhat underwhelmed by the breath of insight shared about audience segmentation. We learned that various social media platforms are better suited for various type of message and length of content, which is a bit obvious. The basics of ‘you have to think of your message and its format’ are hardly groundbreaking. Jessy Grossman‘s comments “If it’s longer format, absolutely get on to YouTube. But you can also do a series on TikTok” while are indeed true, didn’t add anything we didn’t know already.
Jessy, however, painted a wonderful prospect for podcasters. With audio content, according to her, it strips down all the [noise] “and you can really engage with a content delivered purely in audio format.” Indeed, we’ve seen a boom in various podcasts over the lockdown and we hope there will be continuous demand for those in months and years to come – will give us something to review. Arrival of the ClubHouse to our phones in past six months has further encouraged us to express ourselves more freely since the audio messages can’t be directly saved.
The strategy of converting influencers‘ followers into customers is very interesting according to Grossman. “It might be tapping a group of influencers. And one would do the teaser and one is going to be the converter. There is so much more value than just about buying products. And when you find influencers that you work well with, oh my god, do nurture those relationships and keep those people around.”
Influencer marketing Takeaway points – Grace Fund
Grace Fung of beauty brand COTY has shared with us her experience of working with influencers over the years. The message was thoroughly aligned with Marketing best practice although perhaps very generic. The takeaway from Grace is to seek an ongoing collaboration with influencers when possible. Not only it contributes to brand loyalty but it also allows to track the progress year on year and campaign to campaign. Appealing to emotions and being able to elicit memories of certain kind, Grace attested, is very important for marketing fragrances.
Speaking of the value of micro and nano influencers, Fund thinks collaborating with them can be useful if you reach out for their expertise, not just following. Be it a videographer or an artist producing illustrations, working with nano and micro influencers who add expertise is definitely worth exploring. Not just that, but “you probably would have to pay more to get that level of content that you want” from the expertise point of view. “It could almost be a hybrid system because you want to target the engagement but you also want to target the expertise. Because it might be a whole production team working on that content. It could be a series that will take a few months or it could be a podcast.” What is also worth pursuing, according to Fung, is measuring performance and ROI by tracking the clicks and purchases, not just engagement.
Influencer marketing Takeaway points – Omar DaCosta-Shahid
“smaller brands are after ROI more than the larger brands who are often more after the awareness.”
The star of the virtual event was in our opinion Omar DaCosta-Shahid. He managed to deliver the ‘juiciest titbits’. For example, we learned that style of communication can be “an indication of delivery.” Omar further added that it’s often the case that influencers with corporate background are often better at both comms and delivery. An interesting thought to ponder on and a reality check for some influencers who don’t take the communication part too seriously – it might damage your future prospects.
Speaking of the differences in brands expectations, Omar shared that “smaller brands are after ROI more than the larger brands who are often more after the awareness.” He encouraged brands when they think about the ROI to understand the entire marketing funnel. “Influencers are great for raising the awareness, positive sentiment, engagement, etc. What brands need to think about is how to build a harmonious funnel, where all your marketing efforts are working in aligned manner.” For example, influencer marketing could be used to drive a lot of traffic to the website. At the same time, brands can then re-target that traffic with Facebook ads or display banners.
“Influencer marketing does convert. You can get sing ups, donations but I think influencer marketing does best when you leave influencers to be creative and to build brand resonance and help the brand build connection with audience through influencers. Often, when influencers are used as a conversion tool only, it strips that creativity from them because it’s all about ‘buy this’ whereas they should be using their platform to do what they are best at, which is being creative.”
Aptly referring to a recent event where by removing Coke bottles, Christian Ronaldo wiped $4bn off Coca Cola market value, Omar provided his insight in what future holds for influencer marketing. Number one is moving towards understanding what influencers represent. “There is an increasing pushback against large corporations that are perceived to do things that go against society. I think brands recognising what influencer stands for is going to become really important.”
Final thing Omar DaCosta-Shahid addressed is that we are seeing Instagram for example moving away from ‘vanity metrics’. “That goes to show that vanity metrics are increasingly losing popularity so, it’s going to be more about the content itself rather than ‘numbers’.”
DISCLAIMER: The workshop was a free event and we received no incentives – monetary or otherwise – to review this Virtual Event.