It’s great to have Influencity involved as a partner for this year’s Influencer Marketing Show Global. What are you most looking forward to about the virtual event? Are there any sessions that interest you in particular?
As every year, we are proud to sponsor such an incredible event. We are always looking for new partners and collaborators and looking to learn from them. I personally like the panel discussions since they are more dynamic and you can meet more industry experts at once.
IMS Global is content-focused with a range of panel discussions, solo sessions, keynotes, and masterclasses from leading experts. As a company that supports brands when shaping their influencer marketing strategies, discuss how vital you believe influencer marketing is, and how you pilot best in class strategies.
Influencer Marketing has become an essential part of any brand or marketing strategy. It is probably the most value for money way to communicate with your target audience, from an authentic and natural perspective.
Brands believe that they can reach their audience through their own channels, which is true, but there is a component of trust and credibility that it can’t be done through the corporate channels. Influencer Marketing is a channel that supports a bigger strategy, and it must be taken seriously when working with influencers. They help brands to communicate ideas, but they can also help with their creativity, introducing influencers at the very beginning of their creation process.
Brands that incorporate influencers in-house will succeed in their social media strategies. Brands won’t reach new audiences if they don’t act now, tomorrow is too late.
At Influencity, what are the main goals you work towards when working with a brand? How does your work benefit influencers and the media?
Our main goal is to empower brands and agencies to develop better campaigns by saving time and increasing the ROI.
Our technology and platform reduce the time-consuming tasks that any brand or agency must do when managing influencer campaigns, we provide an end-to-end solution where our clients don’t need to register or opt-in influencers to work with them, this makes us completely different from other solutions and allows us to scale any influencer program and adapt to any client needs.
What content marketing trends have you seen shift over the past year of the pandemic, and where do you now see the opportunities coming from?
From the very beginning, influencer marketing has always been a PR or branding strategy, mainly working with macro-influencers and celebrities. Now, we have seen more brands working with micro-influencers and having troubles scaling their programs when managing a high number of influencers, that’s where Influencity helps brands.
Also, with the pandemic, those brands that were used to work with influencers in a pay-per-post model, now are shifting into a more performance model, sometimes with a hybrid approach, pay per post and pay per results. That said, this year and the next one we will see more strategies with a performance-based model.
With influencer content being a huge emphasis for many marketers right now, what tips can you share for brands looking to adopt an effective influencer strategy?
The first step is to choose the right technology or platform, it is the only way to make influencer marketing efficient in terms of time and investment. Ensure you are working with the right influencers by checking all their metrics, audience quality (fake followers), engagement, audience demographics, type and style of contents, brand affinity, etc. This is a guarantee of your campaign results and it can only be done with the right technology.
If you work or manage a high number of influencers, then you can’t do all this work manually or you will waste time and lose a lot of important information. Ensure that you choose a platform that allows you to keep all your information uptodate and organised.
Finally, are there any exciting projects that Influencity are working on at the moment? Please share with our readers so we all know what to look out for throughout the remainder of 2021.
We are always improving our technology and platform with new features. Last year we launched a cool feature called Audience Overlap to check the unique followers of a group of influencers. This year we started adding more data to each influencer profile like Audience Reachability, which allows you to see the probability of a post being shown in a user timeline, Engagement Median, which tells you how good or bad the influencer engagement rate is compared to other similar profiles.
In our roadmap, we have other cool features, but the most important launch will be the new Reports product, which will have a renewed look and feel, usability, and powerful features like Social Listening and Instagram Stories measurement.
Daniel will be representing Influencity speaking on a panel on day one of The Influence Marketing Show Global. Tune in at 3.35 pm on Tuesday 13th April to hear Daniel, along with a panel of industry professionals discussing ‘Getting serious, the ins (and outs!) of long-term creator contracts’.
Buy your tickets for The Influencer Marketing Show Global now so that you don’t miss out on any of our insightful sessions.
