Measuring the effectiveness of Influencer Marketing - Socially Powerful

How do you measure the ROI and effectiveness of your Influencer Marketing campaign?!

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It’s safe to say that Influencer Marketing has found its place within the marketing mix, it’s not going anywhere soon and has become a powerful tool for brands in today’s age of social media. Many of the most iconic brands in recent times have come to the fore with an all-in approach to Influencer Marketing, e.g. Gymshark, which is now one of the fastest growing businesses globally.

However, with anything new making its way in the world, there are questions and scepticism around it, especially if you’re doing it wrong. So, how do you measure the effectiveness and the ROI of Influencer Marketing, what metrics should you be looking at? Today, we will answer your question and show you all!

Firstly, when any brand is looking to commit to spending even $1 in any form of marketing, we need to look at the goals of the campaign and the potential returns. We always ask our clients three key questions - What are you trying to achieve? Who are you trying to target? And, what are your campaign objectives? We reverse engineer from the agreed outcome to make informed decisions about which influencers and platforms best capture the target audience’s attention to develop long-lasting engagement and business impact.

Now, let’s talk about the goals and how you can measure them.

Brand awareness

Many will see brand awareness as a given with any marketing activity, let alone influencer marketing. However, to be seen and wanted by your target audience is one of the main goals of brands. Even if you’re working with just one micro-influencer with a few thousand followers, you’ll want to know how many eyeballs have seen your brand or been exposed to your brand. The metrics to look at here, cover total reach and impressions. How many times a post has appeared on people’s timelines and how many unique impressions there was.

Engagement

Engagement goes one step further than brand awareness, here we look at the audience that how they have actively engaged (link clicks, left a like, a comment, dislike, shares, followed your brand etc) on the content for the particular campaign. To look at the effectiveness of the engagement, you need to look at the influencers previous engagement rate and how the campaign compares. Higher engagement rate (likes, comments, shares, link clicks etc) indicates the audience enjoyed the content and appreciated the campaign. The next logical step would be to work with the influencer(s) again to continue building your relationship with them and their audience.

Lower engagement rate (low likes, high dislikes, low views etc) will indicate that there was something wrong with the campaign. Perhaps the wrong influencer was selected, the content was poorly put together or there wasn’t a particularly good audience fit.

Sentiment

Whether you’re trying to shift perception, provoke a reaction or test the waters, influencer marketing is a great way to understand audience’s sentiment towards your brand, products or campaign. There are numerous ways to look at the sentiment, either through comments in videos or pictures (what people are saying positive, negative, neutral?), the like to dislike ratio, amount of web traffic or another way is through polls on influencers stories on Instagram for example.

If you’re a watch brand and you have a dilemma about which colour watch to produce, you could simply run a poll on a few influencers stories that hit your target audience demographics, you’ll see results almost instantly. Through analysing the sentiment you’ll be able to see which social platforms react best to certain pieces of content, enabling you as a brand to prioritise your marketing spend towards those platforms.

Sales

Everyone wants to sell more, let’s face it, when you market your brand or service, the hope is that the audience will buy or use it. Influencer Marketing is a great way to increase sales or conversions and there are many ways to track the success. However, before beginning the campaign understand your sales figures for a few months previous and benchmark against these figures. Are you selling more with or without the chosen influencers?

If you’re a beauty brand, partnering with influencers to increase sales of a product, you can track sales through tracking links and discount codes, unique to each influencer you’re working with. By ensuring each link and code is unique, not only can you see day to day analysis and whether certain offers work best on certain days, but you can figure out influencer conversions. Which influencers are performing best and converting more of their audience to sales vs ones that aren’t performing well and have very little actual influence over their audience.

If you’re a mobile gaming company and your goal is to increase downloads using influencers, you can then track this through clicks on trackable links and then downloads of the game. Through this data, you can see the conversion metrics as before and you’ll be able to prioritise your top performing influencers for further marketing.

Influencer marketing is an incredibly powerful marketing tool if you have a concrete strategy in place (please see our previous blog for tips on this) and you know what you’re looking to achieve or measure. The above metrics will allow you to put together an Influencer Marketing campaign with confidence and understand the true power of the campaign performance.

 

 

 

 

 

 

 

Influencer Marketing will just keep on THRIVING! - Luke Williams

We caught up today with Luke Williams a fashion and lifestyle influencer from the U.K. Luke had some awesome things to say about Influencer Marketing and where he sees the industry going in the coming years.

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Could you tell us a little bit about your background and how you started to build a following?

I always wanted to focus on my health, nearly two years ago I set about aiming for a six pack and posting my progress along the way, motivating myself and helping my followers achieve their gym goals too, that’s what kick-started my following! Originally, I used Instagram for my photography and selfies really didn’t come into it- then that changed, selfies became a daily occurrence & I posted more about my life (fashion/gym/adventures) & then people seemed more interested in my profile!

Is this something you do full-time?

I own a business and I work for another company full time, 5 days a week, influencing is something I do in my spare time- the dream would be to do it full time, I love working with brands and creating fun, interesting content that creates interest, I’d class it as a hobby at the moment!

What sort of content do you create and what content works best with your audience?

I focus on health & beauty more often, taking pictures of the results & the products I use. My audience prefers to see me using the products rather than flat lays, so I try and incorporate a carousel image that encompasses both types of photography that appeal to my followers & a wider audience.

What would you define Influencer Marketing as?

Influencer Marketing is a way for people to interact with the people they follow, they can see what they do day to day, in their posts and stories, if those people admire and enjoy the content they follow, they will more than likely want to eat, drink, wear and do the same things as the person they follow, so it’s the perfect way for brands to interact with audiences at a granular level, you are the influence & as long as you are true to yourself and remain honest to your followers then your winning!

What brands have you worked with so far? How was it?

I’ve worked with Slendertone, San Miguel, Harry’s, Next Gen U, Absolute Collagen, Active Iron, Tincture London, Maille, Goodwin Smith & Harvey James watches to name a few, its been really exciting & I’ve been lucky that the brands really like me to use my own ‘tone of voice’, instead of telling me what to do every step of the way, this approach has allowed me to be more creative & it makes the whole process  so much fun!

How do you think Influencer Marketing will evolve over the next 12 months?

Its just going to get bigger and bigger- we no longer look up to billboards and adverts on massive boards in the cities, we scroll through facebook and look at social media for influence- we’re looking at our phones more than ever, so whilst we enjoy social media and being one click away from the people we admire, influencer marketing will just keep on thriving!

How has the Influencer world evolved since you began?

Its changed a lot, I didn’t really know it existed or noticed influencers promote through social media, its been a steady growth, but businesses have obviously seen the power in its success, which is why it seems to have catapulted to the current important marketing platform is currently is!

How do you feel brands are working with Influencers?

I feel brands understand the importance of choosing good influencers, they will understand the influencers they choose by looking at their social feeds initially, so they are already happy with the content & content style prior to working, I think it’s a more hands-on creative approach, allowing the brands to get exactly what they want & in turn allowing the influencers to translate that to their followers in an interesting & eye-catching way!

Have you seen any brands that you feel are doing great work with Influencers?

I think @gentlemenschuckaboo do very well, they give out beautiful products and choose really relevant influencers to talk about their brand- they create a great relationship with their influencers, which makes you want to create great content for them! @absolutecollagen are amazing and will really look after you, it’s a lovely way of working to achieve the same end goal which is success, whether it more sales or whether you become a more sought-after influencer, its beneficial to both the brand and the influencer to reap the success of a good partnership.

Do you use any software to help create content?

I’ve always used Snapseed, a photo editing app, it’s the easiest app to crop, centre, adjust and filter your photo’s, I couldn’t be without it!

How do you balance your online life with offline?

I don’t want to be on my phone constantly, so I do try to come offline as much as possible, but part of the role is to keep everyone updated with an insight of your day to day, taking a quick picture or updating a story is so second nature, it doesn’t even feel intrusive anymore, online life and offline life have merged somehow over the years.

Which influencers inspire you and look up to?

I think the @blogger_boyfriend has a beautiful feed, his pictures are stunning- I’d love to travel to some of the beautiful places he gets to experience

If you could work with any brand, who would that be?

I love fashion, so a dream would be to work with a luxury fashion brand, even if was to model Louis Vuitton socks, I’d do it!

Tell us something about you that people might not know? 

That my actual name is Luke, Stanley Dru was created from my childhood, a mixture of a town I lived in, in the Falkland Islands (Port Stanley) and the street I grew up on (Drury Street)

 What’s your favourite social platform and why?

My favourite has to be Instagram, it's so easy to use and simple to connect. Saying hello to someone thousands of miles away has never been easier and its allowed to connect to some wonderful brands and people who I wouldn’t normally get the chance to meet- Instagram has helped me work in Influencer Marketing, so for that, I’m forever grateful!

Where do you want to take your career as an Influencer?

I would love to work with huge brands and even work more in travel if I was paid to travel and enjoy some of the most gorgeous hotels out there in the most fascinating countries, I’d be on cloud nine!

 

 

Influencer Marketing Strategy - DOING IT RIGHT!

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Influencer marketing is here to stay. More than half of marketers within brands have had experience with Influencer Marketing and these figures are only going to keep rising. It’s not enough to just simply “do” Influencer Marketing, you need to have a strategy in place that’s going to deliver an ROI for your brand or business. Aimlessly partnering with Influencers and having a scattergun approach will not work, it’ll fail, and it won’t be an effective use of your marketing budget. However, do Influencer Marketing right and the stats back up the ROI “On average, businesses generate $6.50 in revenue for each $1 invested in influencer marketing”

We’re here today, to talk about the right way to do Influencer Marketing and how to implement a fool-proof strategy for your brand, moving forward.

Understand your objectives.

First and foremost, before you do anything else, you need to understand what your objectives are, what are you looking to achieve and what will Influencer Marketing deliver? You need a measurable goal. Whether that’s awareness, engagements, sentiment, views on content or sales, figure out what you want to do. Once you have the goal, you’ll be in a better position to understand what types of influencers you want to work with, as certain influencers will deliver different returns.

Understand your audience.

From here, you now look into understanding your audience. What are they interested in? What do they care about? What do they want from your brand? Who do they follow? What social platforms are they active on? Once you have figured this out, you’ll understand what influences your audience’s behaviour and you’ll know why they buy your product or at least have an interest!

Finding the right influencers.

Now, here comes the key element to any successful influencer campaign. Finding the right influencers. To find the right influencers is tricky, especially if you don’t know where to look and the industry is completely alien to you. You can either do this yourself, or you can contact us (if you haven’t already for the previous stages) and we will add our special sauce into the mix, removing the arduous process and headaches of finding the right influencers for the campaign.

Understand the influencers audience and brand.

Once you’ve found the right influencers, then comes the due diligence of understanding their brand. Influencers have an individual style, some have strong opinions and they have built their following from 0, they know what’ll work, so respect their input. As a brand, you need to understand the type of content they produce, what their audience engage with best and what they can deliver for you in terms of ROI. The key is to keep the content authentic, don’t force it, then you’ll bring value to the influencer and their audience, resulting in a better campaign performance.

Look for long-term relationships.

You’ll see many influencers endorsing different products and categories every day. Those that do this, lose credibility and the influencer's audience will start to call them out as they are constantly being fed mixed messages. A strong partnership is formed with an influencer when they really believe about the product and the brand. Brands should always look for long-term relationships over one-off posts or collaborations. With long-term partnership where you grow together, the campaigns are authentic, the audience feels the value of the brand and the brand fits with the influencers life.

Track the success.

From here, you can then start to pull together the campaign creative, the KPI’s and the content that’s going to work for the influencer, as well as your brand. Once the campaign goes live, track the content and performance relentlessly against your KPI’s, understand what works and quickly change things that aren’t. Once you’ve collected all the campaign data, see if it’s met your expectations and measure the ROI.

Remember, the best influencers are the ones who already consume, use and talk about your brand.

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Are brands working with influencers effectively? The Slimming Foodie

Today we caught up with Pip Vincent, AKA the Slimming Foodie,  the Winner of 'Best Food Blog' at the MAD blog awards 2016 and Finalist in Food category at Brilliance in Blogging Awards 2017, We wanted to understand how Pip started out, her views on the industry of Influencer Marketing and what the future holds for her as a blogger / influencer! 

 
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Could you tell us a little bit about your background and how you started to build a following?

After my 2nd daughter was born, I joined Slimming World because I wanted to lose my baby weight. I was trying to find a Facebook page with good recipes that were Slimming World friendly, but I couldn’t find one so I set up my own and started just sharing what I was cooking every night- just a picture of the meal and how I’d made it. After I’d been doing it for a couple of months I thought there had been a glitch on Facebook as my followers started going up really quickly- about 1000 a day! The popularity of the page kept on so I decided to start the blog, to share all of the recipes and make them easily searchable. It grew from there- I knew absolutely nothing about blogging or social media before I started but I’ve absolutely loved learning about how it all works and developing my channels- it’s such an exciting industry because it’s so new, and there aren’t any rules- the world’s your oyster!

 Is this something you do full-time?

 Yes, I do it full-time now, although I fit it around my daughters so I work during school days, and don’t have much time in the holidays!

What sort of content do you create and what content works best with your audience?

 I’ve always been passionate about good food. I focus on making great tasting recipes that are accessible to the average person- not difficult to source or stupidly expensive ingredients, and not complex to cook. There’s a focus on being healthy, cutting down fat or sugar where possible, and trying to include healthy ingredients, but in a realistic way- meals that you could eat every day for the rest of your life- no fad diets or trends that don’t work in the long-term. Some of my most popular recipes are for meals that might be typically unhealthy if you bought them in a takeaway or as a ready meal (eg. chicken tikka masala, or chicken chow mein) but my recipes are both easy to cook at home, and also healthy! My audience loves a fakeaway, but also a new idea- for example replacing the pastry part of quiche with a sweet potato crust.

What would you define Influencer Marketing as?

A brand collaborating with an influencer in order to create a marketing message that will appeal to that influencer’s engaged audience.

What brands have you worked with so far? How was it? 

I’ve only worked with brands who value what I have to offer (and are willing to pay for it!) and therefore I have had really brilliant experiences so far! some of the brands I have worked with are: Tefal, Frylight, Iceland, Nandos, Sonos, Lee Kum Kee, Naked Noodle, Alaskan Seafood, The Mushroom Council, Maryland Cookies, Pink'n'Whites, The Saucy Fish Company and lots more!

How do you think Influencer Marketing will evolve over the next 12 months?

I think that it will continue to burgeon, that newer influencers will become more savvy about disclosure, and I hope that brands will continue to get on board with, and see the power of influencer marketing.

How has the Influencer world evolved since you began?

I think the market has become a lot more flooded, but I also think that many brands have stopped trying to get influencers to market for them for free, and realised the value in paying proper rates for the influencer’s expertise and audience.

How do you feel brands are working with Influencers?

All the brands I have worked with have been fantastic, they are open to suggestions and trust that I know my own audience. Unfortunately there are still many brands who think influencers should be a free resource for their marketing activities, or PRs who have not discerned the difference between a blogger (who will expect to be paid for their time and access to their audience), and a journalist who is typically on a salary from their publication so does not need to be paid for exposure.

Have you seen any brands that you feel are doing great work with Influencers? 

Iceland works brilliantly with influencers, I think their strategy has been very clever.

How do you balance your online life with offline?

It’s not easy, as it’s not something that has set hours, and there is so much involved with running a blog and social media channels- plus many campaigns are quite last minute! I try to stay away from my phone once the girls are home from school and concentrate on them! It’s definitely a juggling act, and hard to switch off! I always try and respond to potential clients quickly so I’m always contactable by email.

Which influencers inspire you and look up to?

One of my favourite influencers is Hayley from Sparkles and Stretchmarks (http://www.sparklesandstretchmarks.com/) - she really writes from the heart and tackles taboo subjects. She also writes brilliant posts for other bloggers about working with brands, and shares lots of info about how she makes a full-time income from blogging. I’ve also become more and more interested in photography and creating beautiful looking content and so I love to follow influencers who have beautiful Instagram feeds such as Twigg Studios (https://www.instagram.com/twiggstudios/?hl=en).

If you could work with any brand, who would that be?

I’d love to work with Waitrose, and Cath Kidston!

Tell us something about you that people might not know?

I live in a converted Victorian psychiatric hospital! 

What’s your favourite social platform and why?

At the moment it’s Instagram, I love creating attractive images, and I love the genuine interaction on there. I really enjoy using stories, and again, for brands I think it’s where the best organic engagement lies. I used to love Facebook, but the newest algorithm has really strangled my organic reach and I’m finding it frustrating!

Where do you want to take your career as an Influencer?

I want to be able to keep this as my full-time job, and stay on the cutting edge in terms of content and strategy- ultimately I would love to have a cookbook too!

"As with any industry, influencers are now having to specialize" - Zhanel Bektemissova

 Today, we caught up with Zhanel Bektemissova an influencer who began their journey back in 2009, when she moved to London. Zhanel fell in love with the city and fascinated with capturing her life as well as spending time with her new born son. Check out what Zhanel had to say about her career and the outlook for Influencer Marketing in the future.

 
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Could you tell us a little bit about your background and how you started to build a following?

I moved to London, UK in 2009 with my husband and my (at the time) 1-month old son. I was inspired by the beauty of that city and started capturing the images of my life there and shared them with my close friends on Instagram. As a stay-at-home Mom, I had time on my hands to cook a lot and to go out and share those moments with my followers. This is how my journey as an Instagram blogger started.

What sort of content do you create and what content works best with your audience?

My daily life in Berlin, my children, food (both cooked at home and when we go out), our travels, and family.

What would you define Influencer Marketing as?

To me it is a form of marketing where in order to persuade target group of customers/consumers the focus is placed on an individual (or group of individuals) who has a lot of influence on that group of people.  

What brands have you worked with so far? How was it?

To-date, I was focusing primarily on building up my following. As a result, I have not had experience of working with recognized brands yet.

How do you think Influencer Marketing will evolve over the next 12 months?

Brands will continue to focus on more granular performance metrics of influencers they choose to work with. Following and reach alone are no longer enough. Increasingly, emphasis will be made on relevance, impact and engagement. Brands have access to increasingly sophisticated tools to measure those performance criteria.

How has the Influencer world evolved since you began?

Leverage of influencers on their audiences has grown exponentially. This is not a marketing fad anymore but real-life phenomena. Although competition has grown dramatically, someone with the relatively modest following (100-200k followers) but with a very focused audience, can have an outsized influence on a particular customer niche. As with any industry, influencers are now having to specialize.  

How do you feel brands are working with Influencers?

They collaborate to create quality content that is relevant to a brand’s audience and that is designed to grow that brand’s recognition with that audience.

Have you seen any brands that you feel are doing great work with Influencers?

Levis, Desegnio, Calvin Klein, and Daniel Wellington  

How do you balance your online life with offline?

There is no balance because I love what I do. I create content as I ingest life.

Which influencers inspire you and look up to?

@rianne.meijer (Rianne Meijer) @paulienriemis (Paulien Riemis)

If you could work with any brand, who would that be?

Ralph Lauren, Levis, Asos, Zara Kids, H&M, Tommy Hilfiger

What’s your favourite social platform and why?

Instagram – easy and intuitive to use, immediate and quality feedback from my users, it is a great platform to obtain useful information

YouTube – Ability to post long quality videos, flexibility, and great tools. Having grown my following on Instagram, my next goal is to multiply my following on YouTube

Where do you want to take your career as an Influencer?

 I want to grow my Instagram following to 1mm in the next 1-1.5 years. I want to involve my children in influencer marketing and have brands approach us as a family. I also want to grow my impact in a more long-form content on YouTube. My long-term goal is for my content to make an impact across national and cultural borders.

Vera Casagrande - "it’s much more than “just being active on social media”

Today we had some time to catch up with Influencer, Vera Casagrande, a fashion and travel influencer based in New York. We talked about all things Influencer Marketing and got her view on how the industry will evolve over the coming months and years! Enjoy!

 
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Could you tell us a little bit about your background and how you started to build a following?

I've devoted my last 10 years to the fashion industry as a commercial model and actress. My ever-evolving fashion and film career extends from working with iconic brands such as Nicole Miller and Zac Posen to appearing in HBO's Vinyl. My following came totally from the non-blogger route- I built it sharing daily snapshots, outfit ideas, beauty favs and NYC city life.

Is this something you do full-time?

This is definitely my full-time work, however, it’s much more than “just being active on social media”. It’s a lifestyle profession that fits into my myriad of different jobs (Modeling / Acting / Consulting on Social Media + Content Creation)

They all kind of work in unison. I really love the variety of people I get to work with, the types of work I get to do and how I fit into the equation.

What sort of content do you create and what content works best with your audience?

I love sharing things that I find useful/ beautiful/ impressive. As an all around girly-girl that typically falls under Lifestyle, Fashion (Beauty)  and Travel!

What would you define Influencer Marketing as?

“Influencers” are individuals that have an active online presence or serve as key industry leaders. Influencer Marketing from a Brand’s perspective should be harnessing the power of these brand evangelists. These are the people that are online zealously advocating their audiences why they should give their time to a product or brand. Influencer Marketing is a key component to helping customers discover, use or purchase products.

How do you think Influencer Marketing will evolve over the next 12 months?

I think it’s a moving target, however,  it’s fun to see the industry growing! I think it will evolve by new brands jumping on board and hopefully seeing less resistance to Influencer Marketing being only “just a phase”.

How has the Influencer world evolved since you began?

I didn’t come from blogging and I still don’t have a traditional “blog” online. The evolution of the industry has opened up to people like me who are using Instagram only to show their work. Brands or people can now look at my portfolio/ website/ feed/captions and credentials to see what I’m all about and if they feel that I’m a good fit to partner with.

How do you feel brands are working with Influencers?

Some Brands are on it. I’ve seen brands blow up putting all of their marketing dollars into online campaigns and working with niche influencers to grow brand awareness and really seeing success. I have also seen brands that “don’t get it” and really miss the mark with younger demographics.

Have you seen any brands that you feel are doing great work with Influencers?

@Daniel Wellington

@NYXcosmetics

Enough said.

Do you use any software to help create content?

I love Adobe Lightroom on my phone to edit photos. UNUM for organization and curation!

How do you balance your online life with offline?

I’m not a “phone addict” and I put away the phone away to really “tune in” to dinner or conversations when I’m with people. It’s more about consciousness than balance.

Which influencers inspire you and look up to?

I’m really impressed by @tezzamb - she has great style.

If you could work with any brand, who would that be?

I’m pretty excited about my (@welovecoco) CHANEL beauty box arrival. High Fashion Brands are always dreamy because they put so much into the little details. Let’s say a Chloe for good measure. :)

Tell us something about you that people might not know?

I’m fluent in Finnish! So Random. I was born in Helsinki and we immigrated to the States when I was young. You wouldn’t guess as my writing online is all in English and that my last name is…. er…. not Finnish.

What’s your favourite social platform and why?

Instagram! It’s so versatile to tell your brand story - via videos, posts, stories or I’ve seen people use the entire feed as pieces of one photo. It’s really whatever you want to make it. I think that’s great for creative people.

Where do you want to take your career as an Influencer?

To the moon! ;)

I believe in this very young industry and I’m hoping to stay apart of it for the future.

I’m hoping that my feeds and portfolio will allow me to continue connecting with incredible brands and this amazing social media community!

"As a marketing tool, Influencer Marketing is a great platform to advertise"

Today, we caught up with Yogita Agarwal, an Influencer based in India, who has been growing her following for a number of years. Yogita now blogs full-time, mainly about fashion and she creates looks that her followers are interested in. We spoke to Yogita about her career as an influencer, the brands she's been working with and what the outlook for the future of Influencer Marketing. E

Don't forget to follow her on Instagram here!

 
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Could you tell us a little bit about your background and how you started to build a following?

I am just a normal girl who had to take it from the scratch. I started with no following at all and no family background in blogging. It was tough in the beginning to build followers , to create content my followers would like but gradually it all started to fall in place. I started to build followers slowly and steadily. 

I was an admin for a shout-out page and when I used to look at the shout outs it kind of hit me that I too can start working in this field. There were many bloggers who asked for shout outs and that's when I came to know about blogging in general. 

Is this something you do full-time?

Yes, as of now blogging is something I so full time as it really asks for long hours of work. We hardly have time for anything once we get into this line. The shoots take up a lot of time and then there is a lot of editing. It takes a lot to stand where we are standing right now. 

What sort of content do you create and what content works best with your audience?

I am a fashion blogger. I recreate fashion looks which is quite liked by my followers. Small things that help me connect better with my audience also are a great help. 

What would you define Influencer Marketing as?

It's a vast field for anyone these day. With the growing market the influencers have a great chance to excel in whatever expect they want to. As a marketing tool it's a great platform to advertise. In the beginning I didn't know I would get to earn money but gradually I started to make some amount out of it. It's not huge but I am sure soon it will be good enough. 

What brands have you worked with so far? 

So far I have worked with Myntra, All about you by Deepika Padokone, Speedo,  Daniel Wellington,  Namzish, Oppo, Cutie,  Dr. Tvacha, Rajkumari Fashions, Unlimited Store,  Global desi, Stalk buy love and so many more to count. 

How do you think Influencer Marketing will evolve over the next 12 months?

In the coming 12 months the influencer market is going to evolve at a rapid fast speed. More and more people are becoming aware. Due to social media the market is going upscale every moment. People are beginning to learn it's importance. 

How has the Influencer world evolved since you began?

When I stared the influencer market wasn't that huge but slowly the market has turned out to be growing very fast all thanks to the social media. It's a nice scale To help earn followers . It's a great marketing platform to advertise for brands. 

How do you feel brands are working with Influencers?

There are so many influencers in the market that it has become difficult for them to know who is genuinely working hard and who is earning followers by some other means. 

Though the brands are doing a great job by targeting more and more influencers and giving more people a chance. 

Have you seen any brands that you feel are doing great work with Influencers?

Yes,  there are so many brands that are doing a great work with influencer. Both benefit each other in some way or the other. These collaborations help both the brand and the influencer. 

People become more interested in purchasing the stuff that we wear and it helps the brand increase their sales. 

Do you use any software to help create content?

Yes,  there are many softwares that help me in creating content. 

Not all pictures can be uploaded without editing and no video can be uploaded without proper clip editing. 

How do you balance your online life with offline?

To be honest it's quite a task. Once you become famous it becomes really difficult to manage the two. Your personal life no longer remains personal and the people become interested in knowing you better.

For that you have to share many details online which you might not want to. Blogging leaves us with no time and it's really hard to have a personal life. People get attracted to your profile when you share personal knowledge with them. Honestly it takes a lot be a blogger. 

Which influencers inspire you and look up to?

There is no doubt in this one. The influencer that inspires me the most is Santoshi Shetty.

If you could work with any brand, who would that be?

Surely Nike and Addidas and so many more brands as such. 

Tell us something about you that people might not know?

The life of a blogger is like an open book. We have nothing to hide from the audience. One thing that people don't know about me as a person is that I don't like putting on makeup but our job profile we need to put it on and there is no other feeling than getting off makeup after you are done with a shoot. I am also a crazy, fun loving,  person. 

What’s your favourite social platform and why?

My favourite  platform is instagram as it gives more opportunities Tu us bloggers. It helps us build more audience. 

Where do you want to take your career as an Influencer?

In the the near future I want myself to have a bright future in blogging as well as I want to try my hand at acting. These two things are something I want in life and as an influencer I want myself to be a well known blogger. 

I hope I will be able to manage the two simultaneously.

Samantha Russell - "I didn’t know anyone in the city and was curious to learn more about my surroundings"

Today we caught up with Samantha Russell, an Influencer from the USA who's now living in London. Samantha's predominantly on Instagram and began creating content when she first moved to London two years ago and is known for her distinct and colourful style! Check out what she had to say about growing her following and the Influencer Marketing industry below!

 
Sam Russell.jpg
 

Tell us about you, your background and how you came to start on social media?

My start on Instagram was somewhat an accident! When I moved to London 2 years ago I didn’t know anyone in the city and was curious to learn more about my surroundings. I started following London geotags and hashtags on Instagram as a way to learn about cool spots around London, and eventually, I went to visit them and snap my own photos. Before I knew it, my account had grown and evolved into what it is today.

Tell us about what you do on your social channels? 

My Instagram account focuses on fun photography, vibrant colors, travel and style! I have a full-time corporate job in London, but my Instagram page focuses on my passions in my personal life.

Sum up your what you do in 5 words?

Travel in style and colour!

What social channel are you most passionate about and why?

Instagram is where you can find me! I like connecting with people and seeing how they turn ideas into photos. It’s a new form of art and I enjoy getting creative with it!

How often do you post and update your audience? What content works best for you?

I post about 4-5 times a week. I don’t want to inundate my audience with too many posts, but I also want to continuously provide interesting, bold, and new content. It seems vibrant posts of me in interesting locations are the most liked!

When did you first start seeing you were building a following? How quickly have you grown your following?

When I first moved to London, I was using Instagram as a general user, and only had 500 followers! When I started spending more time in the app and experimenting with my own photos and editing skills, I quickly saw a response. I’ve grown to over 60k followers in just under 2 years.

How do you stand out on social media? What makes you different?

I try to keep Instagram fun and am not pressured to be like everyone else. So many fashion/travel influencers have beautiful photos, but many of them seem the same to me (the same Lightroom filters, the same pose, the same comments...) I am not afraid to take risks and be BOLD in my photography, which is what I think makes me stand out! When people see a colourful, fun, stylish photo, I want them to automatically associate it with me and my personality ☺

What does your typical day look like?

I’m a working girl! But I still make time for my followers. On my commute into the office I usually respond to comments from the previous day, and interact with other users on the platform. I’ll also take 30 min or so during lunch, and then again when I leave the office. On the weekends I am exploring new places and taking more awesome photos!

Are you friends with other influencers?

Yes! Instagram has been a great way to connect with other influencers and make new friends in a new city! It’s also a great way to learn from others and be exposed to other view points and ideas.

Which influencers do you admire? Why?

@Dashleyworldtour – A fun travel couple I met while travelling! We’ve stayed in touch and I love their creative approach to photography.

@Leahshoup – She seems to connect well with her followers and is very active!

@this.is.the.milk – Beautiful photography and captions that make me laugh out loud! She’s passionate about Spain and travel and you can easily see that from her IG and her blog.

@theblondiewanderer – An Argentine abroad who takes stunning photos! She connects well with her followers and has really developed a micro community.

What are your ambitions with social media? Where do you want to take it?

I hope to cross 100k+ and be able to reach more people! I want to inspire people to be happy in whatever lifestyle they choose, and that travel doesn’t have to be out of reach. I’m all about happy vibes and just hope I can bring a smile to people’s faces on a regular basis ☺

What do you enjoy most about social media?

Connecting with people! That is the ultimate goal of social media, isn’t it? Staying connected no matter where you are in the world.

How do you think brands are working with influencers at the moment?

I think brands have realized that in order to capture the attention of people nowadays, they need to get on your phone! That’s why so many brands have turned to influencer marketing and why I think it’s working so well. I think this trend will only continue to grow.

What brands have you worked with? 

Daniel Wellington

Ace Hotel New Orleans

Sunnylife

Bubbleology

Pure Boats Amsterdam

Travelling to Portugal

Tiare Hawaii

BallieBallerson

Do you use any tools to help you with your content? 

The photoshop apps are my best friend! Lightroom and Photoshop Fix are two of my favourites, along with Snapseed.

What’s the piece of content you’ve created you’re most proud of? Why? 

https://www.instagram.com/p/Bc5B3RbHFhI/

I believe this photo perfectly embodies ME – fun, stylish, colourful and HAPPY! That’s the feeling I hope to instil in my followers with every post.

What do you see as the future for Influencer Marketing? How will it evolve?

I think brands will greatly increase their influencer marketing campaigns. That also means that the competition among influencers will become harder and will force influencers to stay on top of their content.

Where can people follow you? 

Please follow me on Instagram @thecolorsofsam! >> https://www.instagram.com/thecolorsofsam/