Located in New York's Hell's Kitchen neighborhood, the Influencer Marketing Show's New York iteration welcomed over 400 attendees from across the US to connect and learn about the very newest trends in Influencer Marketing and the Creator Economy. In no time at all the stylish New World Stages venue came to life and was brimming with the creative minds of the influencer marketing community as they descended on the city’s theatre district.
Attended by the brands, creators, agencies, and tech that are driving the creator economy forward, there were countless handshakes as guests connected, securing meetings, and building industry connections that count.
The day began with a warm welcome from the Chairs, as Kaijona Wade, Director of Content, Influencer & Affiliate at PubW, opened up the impact.com Stage, whilst Jason Falls, EVP of Marketing at CIPIO.ai, started the day on the Influencity Stage. With an enthusiastic crowd raring to go, the scene was set for a day of sessions, networking, and the big after-party.
The stages were a hive of creative excellence as the industry’s brightest minds gathered to delve into some remarkable discussions on how to navigate the creator economy and stay ahead of the curve. Boasting a lineup of global industry thought leaders, we learned about how creators are safeguarding their future, the best way for brands to unlock the power of creators through partnerships, and the secret to achieving social amplification through user-generated content.
The Ultimate Guide to Creator Partnerships - How Brands Can Unlock the Power of Creator
Cristy Garcia, impact.com’s CMO, joined creator Marcel Floruss, Founder and Blogger at OneDapperStreet.com, to explore the advantages of creator partnerships to connect brands with new audiences through content. Exploring the types of partnerships that benefit both parties, Garcia explained how in a difficult macro-economic environment, “it’s especially important to treat creators, micro, and nano-influencers in particular, as true partners, like an extension of your team."
Floruss added to the discussion, providing some essential advice for brands: "If you create content, use it!” he continued, “If you're already paying a creator to produce it for you, be strategic about how and where to leverage it.” Attendees walked away understanding how to take action so they can build a long-term strategy to grow their partnerships programme.
Closing the Creative Gap for Optimal Influencer Marketing Success
The expert panel discussed why the creative gap evolved in the industry and how to successfully deliver a creative strategy. Jason Amar, Marketing Director at Bimbo Bakeries USA, shared how there are "plenty of tactics if you're just trying to get reach” and what's more important is “high-quality content that expresses the brand” as that's where the creativity begins to sing. Attendee, Natalie Noto, shared her thoughts on the session on LinkedIn, saying that it was “refreshing to hear from a brand that gets it.”
Jim Tobin, CEO of Ignite Social Media, argued "The content matters more than the creator” whilst Lindsey Gamble and Johanna Voss discussed how both creators and user-generated content play a unique role when content is leveraged outside of social.
As day one drew to a close, attendees were spoiled for choice as an evening of drinks, food, and networking was lined up ahead of them. Starting with drinks at Happy Hour, attendees could mingle and discuss their highlights from the day. The Official IMS NYC Party ‘Mingle at the Monarch’ ended the day on a high, quite literally, as the party continued late until midnight at the Monarch Rooftop, offering views of the New York City skyline. Day Two of the conference is today, and attendees can hope for even more networking, elevated content, and many more meetings!