Overheard at… The Influencer Marketing Show 2022
Automation, virtual reality and artificial intelligence. Let’s take a look at the key themes that couldn’t be escaped at The Influencer Marketing Show 2022.
Yesterday, Eleven Miles Account Manager, Lucy, and Marketing Manager, Ashleigh headed to Old Billingsgate to check out the latest in the influencer space. With three stages and International speakers, they were subject to some great discussions and talks from some of the world’s largest brands and influencer platforms - TikTok, LinkedIn and more.
Throughout the day, there was a resounding nod towards the development of technology in the influencer space. Be it creating platforms of discovery, with more accurate figures and evidence than ever before, the development of artificial intelligence to make sound creative decisions and choices for brands, agencies, and influencers alike, or the new virtual world, and how individuals might (or might not!) be investing in this space.
Ultimately, we learn that despite all of the new tools emerging, the need to quantify the data that we are collecting and ensure accurate comparisons is crucial. The upfront groundwork of the Influencer discovery remains more important than ever - creating accurate representations of previous performance to identify routes for new campaigns and their potential value to our clients. Investing the time and energy to understand the true value that a creator can offer will strengthen relationships, keeping both brand and influencer happy.
The same strategy applies regardless of platform. Influencers are now in a position where they are able to spread their wings. From “TikTok to Times Square” was a phrase thrown about on the day - but the reality of this is growing faster than ever before. By embracing influencers and creators that know their niche, their space and their audiences can open up a brand like never before.
There was a murmuring of the metaverse, how, and when, this should be utilised, with big fashion houses already taking centre stage on the platform, but with the recent discovery that Decentraland users are at an all time low, and sky high development costs, the answer - tread with great caution.
The Influencer world is evolving rapidly and with the correct strategy implementation, it will support brands in their growth for longer than just the near feature. The advancements of technology can most definitely benefit the process, but should be faced with caution and knowledge to create the perfect campaign and partnership.
To find out more about how we, at Eleven Miles can support your influencer campaigns and partnerships, drop us a message and we can take the lead from there.