In the second half of this interview, Emilie and Tiffany discuss the power of the creator economy, how to work with influencers, and the role of DEI when it comes to the creator economy and the larger trends driving modern culture.
The Creator Economy by the Numbers and the Role of Data
According to the Rakia Reynolds of Skai Blue Media, the creator economy generates half a trillion dollars in revenue. Emilie and Tiffany discuss how the creator economy is not going anywhere, it’s only going to grow. If you’re a brand or company that wants to work with influencers, the first question you need to ask yourself is what you want from your influencer marketing program. Influencer marketing is a souped up version of word of mouth marketing, it's the very top of the funnel. As a marketer, you want it to be top of the funnel strategy, you want to use it as a validation of your strategy, and to determine if the product you’re pushing is any good.
When it comes to influencer marketing, you can look at it from two ways. The first is to fill a sales funnel. As a top of the funnel, you should be able to track the return on the program. The job of the influencer is to post content they make on your behalf. It is your job to bring the person they capture for you through the sales funnel. Brands should be using UTMs and have conversion tracking in place. The second way to leverage influencer marketing is for affinity and sentiment. You may want the affiliation to the product because of the influencers' ties to your target community. And that’s okay, it’s another way to validate if your product is good or not.&
In the second half of this interview, Emilie and Tiffany discuss the power of the creator economy, how to work with influencers, and the role of DEI when it comes to the creator economy and the larger trends driving modern culture.
The Creator Economy by the Numbers and the Role of Data
According to the Rakia Reynolds of Skai Blue Media, the creator economy generates half a trillion dollars in revenue. Emilie and Tiffany discuss how the creator economy is not going anywhere, it’s only going to grow. If you’re a brand or company that wants to work with influencers, the first question you need to ask yourself is what you want from your influencer marketing program. Influencer marketing is a souped up version of word of mouth marketing, it's the very top of the funnel. As a marketer, you want it to be top of the funnel strategy, you want to use it as a validation of your strategy, and to determine if the product you’re pushing is any good.
When it comes to influencer marketing, you can look at it from two ways. The first is to fill a sales funnel. As a top of the funnel, you should be able to track the return on the program. The job of the influencer is to post content they make on your behalf. It is your job to bring the person they capture for you through the sales funnel. Brands should be using UTMs and have conversion tracking in place. The second way to leverage influencer marketing is for affinity and sentiment. You may want the affiliation to the product because of the influencers' ties to your target community. And that’s okay, it’s another way to validate if your product is good or not.&