Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Stephen Farrell, Associate Director of Influencer Relations at Ketchum UK, will be the keynote speaker at fifth edition of DIABLOG, a unique conference that deals with influencers marketing challenges, opportunities and trends.
Stephen’s professional experience includes working for a roster of globally recognised brands on influencer marketing strategies accross the sport, fashion, food, drink and travel sectors with agency teams in the United Kingdom, the United States and China. Prior to joining Ketchum as the influencer marketing lead, Stephen worked on Glossier launch in the UK and led influencer marketing strategies for various brands, such as Sainsbury’s, Ba&sh and Karl Lagerfeld.
Media Marketing: A lot has changed in overall brand communication, influencers marketing including, since the beginning of this year. How have brands and content creators responded to global pandemic?
Stephen Farrell: The pandemic has caused many brands to reappraise their e-commerce offer as global lockdowns restricted bricks and mortar trade. Influencers in addition have seen heighted interactions with their audiences as people spent more time online. There has also been an expectation for influencers to use their platforms for good, for example sharing ways in which their followers can help stop the spread of the virus.
Media Marketing: Which changes have happened on global platforms such as Facebook, Instagram, YouTube, TikTok?
Stephen Farrell: Social e-commerce has been one of the key innovations of the year. Facebook and Instagram expanded their e-commerce offer in 2020 with new advertising products and capabilities while TikTok have been making moves in the space with a Shopify partnership. New short form video offerings from key platforms have also been a trend based on TikTok’s meteoric rise. Instagram Reels, YouTube Shorts, Twitter Fleets and SnapChat Spotlights have all launched in the last 12 months.
Media Marketing: Which industry categories have changed their communication the most, in which ways?
Stephen Farrell: It has been an especially difficult 12 months for the travel industry. Travel influencers have needed to diversify their content while hotels, previously reliant on user generated content from guests, have had to reimagine their social media feeds. Claridge’s in London, closed to guests due to lockdown, became the venue for a Rolling Stones music video. The hotel shared outtakes from the activity on Instagram with one post attracting over 200 comments.
Media Marketing: Are there any new influencers categories that emerged from 2020 situation (or became more popular than before)?
Stephen Farrell: Audiences turned to social media for hope, reassurance and entertainment at the height of lockdown resulting in some unlikely Instagram heroes. A Notting Hill priest (@theportablepriest) became popular when he shared his mood lifting mobile church services while a photographer in New York (@jermcohen) captured the hearts of social media audiences when he shared his attempts to romantically woo one of his neighbours with the help of a drone.
Media Marketing: Can you share a few good examples of influencers marketing campaigns this year?
Stephen Farrell: Social media platforms have stepped up this year in terms of delivering live experiences to music fans. Two examples of campaigns which spring to mind are The Weeknd’s TikTok gig in aid of The Equal Justice Initiative and Fortnite’s partnership with Travis Scott where he played a virtual concert inside the game. The Weeknd gig raised $350,000 for charity while the Travis Scott activation was viewed by more than 12 million people.
Media Marketing: What trends will we see in influencers marketing in 2021?
Stephen Farrell: I expect social media ecommerce to go mainstream with the key platform innovations of 2020. Data will also play as a key role as the industry matures and brands put pressure on the industry to deliver campaigns that show tangible business impact.
Media Marketing: Do you expect IM budgets to increase or decrease next year in comparison to 2020?
Stephen Farrell: Influencer marketing budgets are projected to increase by 15% globally in 2021. As platforms evolve, we are starting to see influencer eco systems develop outside of traditional social media in places like Spotify. The streaming provider has invested heavily in their podcast offering over the last 12 months signing influencers such as Addison Rae to host exclusive content. This provides increased collaboration and advertising potential for brands.
Media Marketing: What kind of content will be the most popular in 2021?
Stephen Farrell: Short form video. TikTok’s success is testament to social media audiences receptiveness to this type of content. Snapchat, YouTube, Instagram and Twitter have all reacted to TikTok’s success in 2020 with competitive short form video offers.
Media Marketing: What will be the biggest challenges in 2021?
Stephen Farrell: The influencer industry is over saturated and lacks diversity. The greatest challenge for brands and agencies in 2021 will be making the right casting decisions and closing the influencer pay gap. Currently female and BAME influencers earn less than their male counterparts.
Media Marketing: What will brands request from influencers in 2021, how will cooperations / partnerships change?
Stephen Farrell: I expect to see brands take a more 360 approach to influencer marketing thinking about how the collaboration can work across the entire marketing mix as opposed to exclusively on social media.
DIABLOG05 will take place on December 15th on Zoom and you can apply for it at www.diablog.hr.