The Future of Influencer Marketing: Insights on Success Metrics, Payment, and Brand Trips with Rebecca Yi - Episode 288
INTERVIEW BY KASEY KISER AND REBECCA YI
DESCRIPTION
In today’s podcast, Kasey Kiser, Sr. Consultant of PPC, Social Media, and SEO Strategy & Insights at Acadia, is hosting the new episode. She is joined by Rebecca Yi, Head of Influencer Marketing at Acadia.
Make sure you tune in to find out more!
In this episode, Kasey and Rebecca discuss various aspects of influencer marketing such as how to measure success, the impact of video editing tools on the demand for influencers, influencer payment, and the relevance of gifting influencers.
Rebecca also provides advice for small to medium-sized brands starting out with influencers, emphasizing the importance of building intentional relationships with influencers that align with the brand's mission.
The episode also covers red flags to look out for and the future of influencer marketing.
“When Influencer marketing is done correctly, It provides much more value than what can be shared just with the data. The data is important, but when it comes to why influencer marketing works so well compared to all of the different other channels, It’s because influencers feel like they’re your friend. They provide not just brand awareness but Brand awareness that comes with a lot of credibility.”
KEY TAKEAWAYS
In today’s episode, Kasey and Rebecca discuss:
Rebecca’s background, and how she ended up in the influencer marketing space.
Rebecca came over to Acadia from WPP's Village Marketing where she was a Director and led a large division of influencer business. Prior to that, she was at Edelman and Ogilvy. Rebecca was attracted to Acadia because she can build a modern version of influencer marketing, within Acadia's very unique service model.
Kasey talks with roughly 20 brands a week and the number one question she gets asked is ‘How do you know if an influencer campaign is working?’ or ‘How do you like to measure success?’
There are a few different ways the most obvious way is by working with the readily available data that they have so we can track things like follower growth. The reach of the influencer's content and all of the engagement metrics of their likes, comments, saves, etc.
Promo codes sales
Much more value than what can be shared with just the data
Influencers can provide not just brand awareness but brand awareness that comes with a lot of credibility.
Jack Abbleby, a thought leader who Kasey follows on LinkedIn posted that CapCut (a video editing tool) is the #2 most downloaded free app (above TikTok, IG, and YT). This leads to the idea that the average human is so interested in being a creator, that they’re teaching themselves how to edit video. Rebecca shares how she thinks this will impact the demand for influencers vs. authentic UGC creators.
It's a great tool for influencers. But what it's doing is giving tools for anyone who wants to up their game for production. It's so easy and quick to hop on a trend.
Influencer payment - this is something that is constantly changing. Kasey and Rebecca discuss if there are influencers out there that are still open to trading products for posts or is it now fully pay-to-play. They discuss if gifting influencers is still a relevant strategy for brands.
Brand trips - are they worth it?
Brand trips can be worth It. There are so many different ways that you can play it. What does the influencer want, what does a brand want the influencer to take away after the trip, and then designing the experience around it. And ensuring that It resonates with what the audience will take away too.
Advice from Rebecca for a brand that’s starting to craft an influencer campaign for the first time:
For smaller brands that are just starting or maybe medium-small to medium size brands who are just starting out with influencers is to be intentional and try to build relationships with influencers that really speak to your company and your brand's mission to grow with them.
Maybe you're working with less than 50000 Instagram followers, but those just are authentic fans of your brand, and you see their videos all the time because they're tagging you and it would be so great to just start there.
Don't just work with them for the sake of working with influencers, but really be clear on each piece of content and what the goal is, and stick to that goal.
What are the red flags to look out for and where the influencer space is headed and what excites Rebecca the most about the future.
To learn more, listen to the whole episode.
MENTIONED IN THIS EPISODE
Learn more about Acadia
Connect with Kasey Kiser
Connect with Rebecca Yi
