Influencer marketing is BOOMING! In fact, it is one of the marketing channels that did not experience a significant decline in activity even during this COVID-19 shutdown period when marketing spend in many channels experienced sharp reductions, according to the World Federation of Advertisers.
But this booming industry of influencer marketing brings with it a lot of questions. How can we make sure that we see a return in our business when we are working with influencers? What legal considerations do we need to consider? How do we know which influencers our business should work with? And what if we are an influencer – or interesting in exploring this very viable business model – what do we need to know?
In today’s episode, I’m speaking with Karan White – Agency Director of The Lime Agency, Owner of Pod Legal, and Co-Deputy Chair of the Australian Influencer Marketing Council.
Yep – she is one smart woman!
In July this year, the Australian Influencer Marketing Council (AIMCO) released the industry’s first set of working practices to support brands, agencies and creators.
As someone with years of experience working in all aspects of influencer strategy, Karan breaks down:
Why influencer marketing is more than just paying for product placement
What the newly released AIMCO Code of Practice means for brands and influencers
What the Code covers and why these core elements of influencer engagement are so important to consider (but easy to miss)
Karan’s three core principles for successful brand-influencer fit
The danger some influencers are facing from what they are currently doing
And what Karan suggests influencers do instead to create a successful and sustainable business
When you might consider working with an influencer agency.
Without being a sleeze bag or pretending to be anyone you're not (promise!)
How to turn your marketing into consistent clients
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I acknowledge the Wurundjeri people as the traditional and ongoing custodians of the Kulin Nation: the place in which I live, work and play, and pay my deepest respects to their Elders past and present.
Emily Osmond is an international business coach and speaker, based in Melbourne, Australia.