Influencers have become influential drivers for brand growth and audience expansion. This Technology for Marketing session on influencer marketing, led by Gordon Glenister, a global influencer marketing expert, explored the nuances of leveraging influencers to build new audiences for brands. The panel featured insights from Dan Thomas, an Influencer and Entrepreneur specialising in IG Growth and Marketing, Jane Malyon, a TikTok Influencer known for Cream Teas, and Remy Beaumont, the Founder & CEO of GEN Z MEDIA.

Listen to the Full Session: 

Key Insights:

• Aligning Brand Values and Audience Demographics: The session began by emphasising the crucial alignment of brand values and audience demographics with influencers. The panel stressed the significance of this alignment in establishing authenticity and credibility with the influencer's follower base.

• Balancing Authenticity and Strategy: Throughout the discussion, a delicate balance emerged between maintaining authenticity and adhering to a strategic approach in influencer marketing. The consensus was that providing influencers with general guidelines while allowing them creative freedom preserves their authentic connection with their audience.

• Tailoring Content for Specific Platforms: In the context of platforms like TikTok, understanding the geographical and preferential specifics of the target audience became paramount. The panellists highlighted the importance of tailoring content to cater to the distinct interests and preferences of viewers, ensuring content success.

• Emphasising Authenticity on TikTok: TikTok's preference for authentic and relatable content, often prioritising it over high production value, was underscored. This highlighted the importance of creating content that resonates on a personal level with the audience, aligning with the platform's unique culture.

• Leveraging Influencer Marketing on a Budget: The discussion addressed how organisations with limited budgets, including charities, can still leverage influencer marketing. By offering influencers valuable assets like exclusive content, partnerships can be established without requiring substantial financial investments.

• Influencer Marketing's Impressive ROI: Participants highlighted that effective influencer marketing, when executed with the right strategy and influencers, can yield an impressive return on investment (ROI). The panel mentioned that influencer marketing has the potential to provide an 11 times greater ROI compared to many other media channels, emphasising its value in the digital landscape.

For a comprehensive exploration of influencer marketing strategies and insights from industry experts, watch the full recorded session from Technology for Marketing. Gordon Glenister and the panel unravel the art and strategy of influencer marketing, offering valuable takeaways for brands aiming to build new audiences in the digital age.