By Goldie Chan.
How has influencer marketing radically changed in 2020?
In my continuing series of “State of Marketing 2020,” I run interviews on the changing landscape of 2020 with key leaders in different business and leadership areas. For influencer marketing, I tap Lindsay Fultz, SVP of Partnerships at Whalar and influencer marketing expert for over a decade.
Goldie Chan: You’ve been in influencer marketing for nearly a decade. You’re considered a veteran in the industry. After all this time, what gets you excited?
Lindsay Fultz: This industry is fast moving. So much has changed. From types of creators and redefining what the word “influence” actually means, platforms, features, how cultural trends are intertwined and what makes them go viral, ways content can be repurposed, algorithms, to accessible data and now influencer marketing during a global pandemic and influencer and brand activism during a long overdue social justice movement.
Some things that get me excited:
- Shoppable features that enable us to create strategies that tie ROI to particular influencers and activations. My company, Whalar is the only global partner to five social media platforms: Facebook, Instagram, Twitter, Snapchat and TikTok which not only means rich first party data but also access to all the cool private beta features like TikTok’s creator shopping program — The ability to tie video views from a specific influencer to actual purchases — that’s huge and something we’re very excited to pilot with a brand for a case study.
- Interactive survey features that can double as consumer surveys and coordinating influencer focus groups for brands. Since the pandemic, we’ve been doing a lot of this at Whalar.
- Live-streamed shopping which for 2020 is projected to be a $129B revenue stream in China. Instagram quietly rolled out their Live Shopping Feature in private beta a few weeks ago which I’m very excited to pilot with a brand. Whoever gets this right in the U.S will unlock a gold mine in Influencer Marketing for both creators and brands.
- Virtual events! Marc Jacobs recently leveraged Zoom for their new product launch and Fenty VR and livestreams for their virtual house party. Both were super interactive and attendees left with keepsakes and an incredible, unforgettable experience. And we’ve only just scratched the surface on the possible integrations.
- Leveraging influencers as your in-house production arm. Since the pandemic we’ve been getting a lot of briefs about partnering with creators behind the lens to create a library of branded assets from still and dynamic images to short and long form video content. This is quite exciting.
- Even though it’s all P2P, partnering with creators that hit a B2B audience. Keynote speakers, marketers, entrepreneurs, thought leaders — because they are practitioners and educators, they attract an audience composed of C-suite executives, decision makers, people that control large marketing budgets and people that aspire to be in those positions. They are regularly in front of large super targeted audiences that people pay to gain access to — albeit now virtually.
- Influencer and Brand Activism. This has been exciting to watch unfold and I think it’s a good thing! It’s been incredible seeing brands take a stance, and influencers unafraid to lose brand deals by taking a stance. It adds an extra layer to the influencer vetting process but it’s a very important layer when partnering influencers with brands — to make sure both brand and influencer viewpoints are aligned.
Feature Image Credit: GETTY
By Goldie Chan.