Founder of social influencer agency theright.fit Taryn Williams reveals what marketers should consider when creating authentic and engaging social content
Influencer marketing is fast becoming a powerful way brands can connect and engage with audiences. But the right collaboration needs a strategic mindset, founder of social influencer agency theright.fit, Taryn Williams, said.
Williams, whose agency has more than 6500 online talent and 1500 brands including Coca Cola and Chandon, AAMI Inusrance and Ben & Jerry’s, knows what it takes to get the brand/influencer collaboration right.
A savvy entrepreneur and also the founder of Wink Models, she revealed three key tips brand marketers need to think about when it comes to working with influencers to produce successful marketing outcomes – at whatever budget or scale.
“The first thing to consider is what is it you are out to achieve,” she told CMO.
“Is it a particular call to action, is it brand awareness? Then you need to figure out whether influencer marketing is the right medium to go about achieving that goal.”
Once that decision is established, the next concept to understand is that content co-creation has to speak authentically to the audience you’re trying to capture.
“You need to find the right influencer and think about who authentically resonates with your brand’s messaging and values,” Williams said. “Is it someone who necessarily has a very high following, or is it someone who can influence in a particular niche or granular field?”
On the influencer side, Williams said bloggers and instagrammers need to be really clear about why they want to collaborate with a brand and whether the brand is aligned with their own values, otherwise there is a risk of running an epic marketing fail.
Williams’ agency represents high-profile people including ex-Roosters star turned global athletic director of fitness franchise F45, Dan Conn, who boasts more than 318,000 followers on Instagram. He spoke with Williams at the recent Yahoo7 Vivid Ideas ‘selfies to superstar’ event.
“Influencers need to be honest about whether the collaboration will add value to their channel, and whether it is a mutually beneficial agreement,” Williams added. “It needs to look authentic and resonate with the influencer’s audience.”
According to Williams, one of the key insights brands need to leverage in social influencer marketing is understanding their target audience, and finding influencers that can reach that demographic in an effective and resonating way.
“You also need to be clear about the demographic you want to reach – so if you have a local small business that sells products targeted to 25-35 year olds, then you need to find an influencer that is based in your local area that has a strong following in that area and can get you traction,” she said.
When you find an influencer that can help bring more people to your tribe, it can be incredibly powerful for a brand. This is because the influencers have already created the right media channels for you to connect with your tribe, who passionately believe in the same values with your brand, Williams said.
“It’s a great way to really amplify your content and speak to the right audience,” she said.
Williams welcomed the latest AANA guidelines as giving Aussie brands some transparency in a fast evolving and often overwhelming influencer marketing space.
“A lot of brands dip their toe into influencer marketing but they don’t really know where to start,” she said. “And it can all be quite overwhelming and so new, but there had been very little guidelines to really help brands get started.
But with influencer marketing set to double in the next 12 months, brands are recognising this is a very important channel and at the same time, that it’s vital to put guidelines and transparency in place.
“It’s such a new medium and it’s evolving so quickly, I think the AANA guidelines are a good start and we will see it continue to evolve, especially as new technologies are released,” Williams concluded.
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