Influencer Marketing Talks

Join us in this episode as we uncover L'Oréal's successful journey with Rebecca Eliasson, their Group Head of Advocacy. Curious about their strategy in the dynamic beauty realm? Or their recipe for captivating Gen Z's heart? Step inside the universe of data-savvy beauty marketing, see why brands like CeraVe are Gen Z's favorites, and get some expert tips on how to keep up with the ever-changing social media wave. All in a crisp 15 minutes! 

You’ll also learn: 

• The nuances of turning data into actionable insights
• Innovative strategies to always be a step ahead in the beauty industry
• How top brands pinpoint and harness emerging trends on social media platforms

Prepare to rethink your social media strategy and unearth innovative ways to engage your audience! In this episode, we peel back the curtain on the ever-evolving world of social media, highlighting the trends that will shape 2024 and beyond. Join Frida Ekholm and Sanna Ödmark on this 15 minute episode as we go through what's hot, what's not, and how brands can stay ahead of the game.

You will learn: 

• How photos are making a comeback on social media, challenging the video-dominated landscape. 
• The art of "Brand Cues" and how to make your brand stand out from the competition.
• The concept of "Cross Interests" and how tapping into subcultures can unlock new, untapped audiences and ideas.

In this episode, we delve into the remarkable success story of Makeup Mekka, a Norwegian beauty brand that went from zero to 3.5 million Euro in just two years when launching on the Swedish market together with us at Cure Media. We invited their CMO, Stine Frey Grøndahl, to explore the key factors behind their rapid growth, both historically and in the future, with a focus on expanding into new markets. If you're a marketer, entrepreneur, or simply interested in the secrets behind fast-growing brands, this episode is a must-listen!

Tune in to discover: 

• Makeup Mekka’s strategies for influencer marketing, advertising and member acquisition
• Stine’s best advice on how to create the ultimate media mix
• Trends and challenges within the beauty and marketing industries

Black Friday week and the holiday season can be the most hectic and demanding time of the year, especially for retail marketers. With fierce competition for audience attention, it's crucial to have that extra edge to make a lasting impact. In this episode, we'll share our top tips on how you can maximise your success during the upcoming Black Friday week and holiday season.

Tune in to discover:

• The importance of looking beyond your usual buyers during this time
• How to tap into your target audience's shoes by hacking your TikTok feed
• Why it's essential to keep the conversation alive when your competitors are being silent

In this week’s episode, we’re joined by Carlos Casquilho, Head of Revenue at Cure Media, to delve into the evolving media landscape and its implications for marketers.

You’ll hear the latest numbers on what marketing channels are stagnating, declining or increasing, how consumer behaviour has changed the landscape, and of course how influencer marketing is playing a significant role today but even bigger in the future. 

Tune in to find out:

• The media landscape vs consumer behaviour 
• What research says about the future of influencer marketing 
• How marketers should think about the future of advertising

What role does influencer marketing play in the media mix and how do you prove its effect in an effective way?

This week, we delve into the crucial task of measuring the impact of influencer marketing on brand metrics, a challenge faced by countless brands and marketers in today's competitive landscape. Our guest, Erika Lindén from the leading market research company Nepa joins us to discuss their collaboration with Cure Media in conducting studies on influencer campaigns.

Erika explains the methodology behind the studies and how they are able to determine the effects of influencer marketing on brand metrics such as brand preference, liking, and purchase intent.

Tune in to find out:

• The importance of understanding the full picture of influencer marketing
• What role influencer marketing plays in the media mix and its strong impact on brand preference, liking, and purchase intent
• Real-life results from the studies

In this episode, we have the privilege of hosting Maria Ahlgren, the visionary co-founder and CMO of Common Clouds—a brand with an audacious mission to destigmatize acne, known for their TikTok-famous "Pimple Patches." Maria will take us through the intriguing story of this up-and-coming brand, unveiling their effective strategies for carving a niche in the competitive beauty industry. 

We'll also delve into Common Clouds' remarkable triumph in capturing the attention of Generation Z audiences, how they've harnessed TikTok's unique power and tapped into the influential realm of nano-/micro-influencers to cultivate authenticity and inspire loyalty. And, don't forget to stick around as we explore the latest and most captivating trends in the beauty world!

It’s finally here, this year’s trendspotting episode! In just 15 minutes, you'll find out the top five influencer marketing trends that brands need to know in order to succeed with their marketing efforts in 2024. From tapping into relevant pop culture trends and events to exploring subcultures within the target audience, we provide valuable insights on how brands can engage with their audience on a whole new level. 

We also discuss…

• The importance of focusing on brand metrics rather than relying solely on discount codes 
• The need for brands to differentiate themselves from the competition and make their influencer collaborations memorable
• How AI can take influencer campaigns to the next level

Tune in to this episode to gain a competitive edge and ensure your influencer marketing strategy is on point for 2024!

In this episode, we delve into the world of responsible fashion and the challenges faced by fashion brands in navigating sustainability. Our guest, Karin Lund, Global Marketing Manager at Kappahl, shares insights into how Kappahl has become a frontrunner in the industry, placing sustainability at the forefront of their agenda. 

We explore Kappahl's sustainability strategy, aligned with new EU regulations, and their approach to integrating sustainability throughout their organization. From design to supply chain, organization to stores, and consumption, Karin emphasizes the importance of wide ownership and engagement. Tune in to discover Kappahl's keys to success and their journey towards a more sustainable fashion future!

Tune in to find out:

• The challenges of communicating sustainability (and how to overcome these)
• How to strike a balance between transparency and avoiding greenwashing
• The importance of delivering relatable messages and making sustainability a natural part of all communication efforts. 

In the season 6 premiere, we’re deep diving into the fascinating world of consumer perception. Ever wondered how people form opinions about brands? And how companies can make a positive impact on individuals, society, and the economy? Our special guest for this mind-blowing topic is none other than Emmanuel Probst, author of the best-selling book Assemblage and the Global Head of Thought Leadership at Ipsos, a prominent market research powerhouse.

Tune in to find out more about: 

• Key drivers when it comes to shaping consumers’ brand perceptions 
• Why it's crucial for brands to get closer to their audience and reduce the social distance
• The reason why so many of us repeatedly rewatch the popular sitcom Friends

We’re so happy to announce that we’re nominated for the People's Choice Podcast Awards, in the category “Best Female Hosted Podcast”!

The People's Choice Podcast Awards is the longest-running podcast awards event in the podcasting space open to shows all over the world. We’re so proud and honoured to be nominated, and now we need your help! 

We would be so happy if you would give us your vote on this link (you’ll have to sign up first): https://www.podcastawards.com/app/signup

Thank you so much for your support! <3

We’re super excited to launch the next season in a couple of weeks - stay tuned for when we welcome our first guest on August 23rd!

In this week’s episode, we have Linn Gegerfeldt, the Influencer Marketing & Social Media Manager at Youty Group. Youty Group, which was founded in 2004, has become a prominent player in the Nordic online beauty industry. In 2020, it emerged as a result of a merger between three renowned Nordic beauty sites: Blush, Eleven, and Nordicfeel. 

With an extensive portfolio of over 25,000 brands including Lancome, Clinique, Gucci, and MAC, Youty has established itself as a leading force in the Nordic beauty market. 

Linn Gegerfeldt has been a part of this incredible journey for almost a decade, witnessing firsthand the transformation of beauty marketing over the years. Today, we have the pleasure of having Linn with us to delve into the evolution of beauty marketing and discuss the significant changes that have shaped the industry.

Tune in to find out more about: 

• How marketing differs for premium, mid-level and budget products
• Linn’s take on the future of beauty marketing 
• Rise of influencer brands and startups as competitors

In this episode we welcome Alma Riihelä, Commercial Lead at Sellpy, one of the earliest second-hand platforms, founded in 2014. With offices in multiple locations, a growing team of 500 employees, and H&M as its majority stakeholder, Sellpy has revolutionized the second-hand market.

In this week’s conversation, we'll explore the journey of Sellpy's marketing strategy and delve into the dynamic world of the second-hand market. Hear Almas expert take on how Sellpy has adapted to the ever-changing consumer behavior since its start, and hear how they've tackled the growing competition that has emerged. 

Find out: 

• Sellpy’s take on the biggest consumer behaviour shift 
• Key marketing tactics for launching on new markets
• How inspiration is used to build preference

Based on our experience and insights from working with a wide range of beauty brands, we know that it's essential to understand the nuances of each beauty retail segment in order to build a successful influencer marketing strategy. 

It can be tricky to figure out what works best for your brand so in this week’s episode, we outline some of the differences and similarities that marketers should be aware of when it comes to building a successful influencer marketing strategy for different beauty segments.  Because as with most things in marketing, it's the small things that make the big difference.

Find out: 

• Aspirational, inspirational or educational - what’s right for your brand? 
• How TikTok has made beauty more akin to fashion 
• Why context and credibility is key, no matter the segment 

As the market for influencer marketing is becoming more and more saturated, the demands on brands have increased significantly. What worked a couple of years ago is no longer enough - to stand out, your strategy needs to be creative and strategic.

To find out what it takes to get a creative edge in your influencer marketing, this episode will bring you through the creative process here at Cure Media and Sanna will get inside the head of our creative lead Frida, the other co-host of the show, to find out what creative influencer marketing actually means today.

• Key factors for a successful influencer collaboration from a creative point of view 
• Different types of creative concepts 
• Current trends in the influencer sphere

Get ready for an exciting episode as we welcome back Chris Beer, Data Journalist at GWI, a leading audience targeting company for the global marketing industry, delivering insights on how consumers think. In today's episode, Chris returns to discuss the hot topic of AI and ChatGPT, sharing latest findings from GWI research. We’ll cover both the opportunities as well as the concerns that AI brings, and learn how it will affect consumer behavior now and in the future.  

Find out: 

• Why ChatGPT is great for your “dream stage” 
• The biggest concern surrounding AI and ChatGPT 
• What role AI will have in the online search behaviour 

In this week's episode of the podcast, we speak with Carlos Casquilho, Head of Revenue at Cure Media, to discuss the findings of our latest research report surveying the brand strength of 13 major fashion brands in Sweden.

We explore what many of the brands are missing out on, why high awareness is not enough for brand success today, and what opportunities there are for brands to grow on TikTok and win the hearts of tomorrow's generations.

Find out: 

• Why do many brands seem to have a gap between awareness and preference? 
• The correlation between many social media followers and high preference
• How Nike won the next gen. in soccer boots via long-term strategy

Welcome to this exciting episode where we'll be delving into the world of Generation Z, a group that is always on the move and hard to keep up with. To help us navigate the ever-changing landscape, we're joined by our colleague and fashion expert, Vilma Lindgren, to give us an update on what’s hot and what’s not in the world of fashion, social media, and influencer marketing. From the latest fashion trends to the influencers everyone is crazy about - Vilma got got you covered. 

Find out: 

• Why everyone is talking about Sofia Richie (yes, daughter of Lionel Richie) 
• Do’s and dont’s for brands to attract Gen Z 
• How cultural happenings play into the next big trends 

It took four 'no's before Khloé Kardashian said yes to collaborate with the Swedish scale-up Boxbollen. But ever since then, the tide has turned and now big names like Snoop Dogg have come knocking on the door asking to collaborate. 

We invited the two brothers Jacob and Victor Eriksson, who founded the company, to get inside their heads on what it takes to create this ‘Kardashian effect’ and how they’ve gone from zero to 125 million SEK in turnover in less than five years. What are their secrets to success, why have they chosen to focus on celebrity influencers and what role has TikTok played on the company’s journey?

Find out:

• Jacob’s and Victor’s goal with every single collaboration 
• Their best tips for how to get viral on TikTok
• Why you must trust the process and never take ‘no’ for an answer

In this week's episode, we have Kjersti Hobøl, CEO at the beloved Norwegian retail chain Nille. Kjersti is referred to as both "rescue woman" and "Superwoman" due to her successful career of saving bankrupt businesses. She loves tackling "impossible tasks" and in 2018 she became the CEO of Nille, which was on the brink of bankruptcy. Through her hard work and dedication, she managed to turn things around which is now known as one of the most successful achievements in Norwegian business history.

Kjersti shares her best advice on how to navigate uncertain times and what she thinks is critical for companies to succeed from a leadership perspective. We also uncover the secrets of understanding people's motivation, how to build pride and increase commitment and results in an organization. Kjersti also gives her view on how to create an inspiring shopping experience.

Find out:

• The importance of setting clear goals and cost control
• How to stay on top of changing consumer demands
• Strategies for creating pride and commitment among employees

In our 100th episode, we have professor Byron Sharp in the studio - the world-renowned professor, thought leader and author of the legendary book - How Brands Grow. Byron is also the director of the Ehrenberg-Bass institute of Marketing Science, which is the world's largest centre for marketing research.

Tune in to hear Byron’s thoughts on what has changed in marketing in recent years, why many marketers shoot themselves in the foot, and why always-on advertising remains critical to drive growth. We also get to hear Byron's ideas on how AI will affect marketing, as well as which marketing positions he believes will no longer exist.

You’ll also get Byron’s view on:

• Branding vs. performance marketing - is there such a thing as a golden ratio?
• Influencer marketing as a method to build brand memories 
• How to convince your CFO to increase your marketing budget

A long-time beauty pioneer, Sephora has been at the forefront when it comes to cultivating a strong community in the digital space. In this episode we’re joined by Sabrina Buus, Marketing Director for SEPHORA Germany, Switzerland & Scandinavia, to share some of the keys to their marketing success. 

We discuss what Sephora does to cut through the noise in today’s crowded beauty space. Sabrina also explains why influencer marketing is a central piece of their marketing strategy, why it’s critical to have an holistic approach when measuring the channel, and in which ways Sephora works with influencers today, together with Cure Media as their influencer marketing partner. 

We also talk about:

• Why influencer marketing differs from other channels
• How Sephora works with diversity and inclusion in their marketing 
• Why Sephora chose to work with Cure Media 

In this episode, we're joined by the talented influencer Maya Parnevik. Maya has a proven track record of creating high-quality and engaging content, crushing it for some of the biggest brands in the industry.

We will be discussing what it takes to stay ahead of the game in the fast-paced world of influencer marketing and dive into insider tips on how to create content that's not only creative and professional but also delivers fantastic results. Last but not least, we'll be exploring the benefits of working with an influencer marketing agency and getting Maya's take on what's important to include in a collaboration brief. 

By the end of this episode, you'll learn:

• How to create high-quality and engaging content that delivers results.
• The influencer benefits of working with an influencer marketing agency.
• Maya’s way of finding inspiration and coming up with new ideas. 

Are you a CMO that hasn’t fully understood the importance of influencer marketing yet? Do you still believe that TV is the best channel when it comes to catching your audience’s attention? Or are you struggling to convince the board that influencer marketing should make up a larger part of your media mix? Then this is the episode for you. 

This week, Sanna sits down with Sverre Flåskjer, the Managing Partner and founder of Equip Capital, a private equity firm in the Nordics. With a strong background in marketing, finance, and consulting, Sverre gives us his own insight into the evolution of consumer marketing over the past 25 years. We’ll also learn why Sverre believes influencer marketing is an essential part of the media mix for brands to succeed today and how this strong belief made him and the team at Equip capital invest in Cure Media back in 2021.

You’ll also learn:

• Why influencer marketing is killing traditional media
• Why so many legacy brands are currently struggling to build preference 
• What factors Equip Capital looked at when they decided to invest in Cure Media

Millennials make up the biggest consumer base in the world, and a lot has changed in the last few years. Did you know for example that more than 62% of millennials are now parents, representing a rise of nearly 20% over the last three years? 

The fact that millennials are maturing, and that the generation as a whole is less dispersed than before, is one of many things brands need to be aware of when designing their marketing strategies. In this week's episode, Sanna and Frida look at four key factors that brands should take into account when targeting millennials now and in the future.

For example…

1. Which social platforms millennials prefer the most 
2. The importance of peer-to-peer marketing
3. Why millennials value brands that represent diversity and inclusion

In 2022, this market leader in door-to-door courier services with a presence in over 220 countries started working with influencer marketing - we’re talking about DHL Express! 

In this episode, Frida talks to Dan Crewe, E-commerce manager at DHL Express about how they got started with influencer marketing for such an unusual service as door-to-door courier services, the key success factors behind the strategy, and how DHL Express work with content and creatives to receive as high engagement as fashion and beauty brands in their influencer marketing. 

You’ll also learn about: 

• What it takes to create engaging content on social media for a durable service
• Why DHL Express chose to have branding as their main KPI 
• Dan’s 3 best advice for getting started with influencer marketing for durable products

In this week's episode, we will be delving into the world of Generation Z - the generation that's bringing back low-rise jeans and ballerina shoes. 

What do brands need to know about Gen Z to succeed in 2023? We will discuss the key trends on their preferred social media platforms, their attitudes toward marketing, and the strategies that will drive them to press the “purchase button”. Get ready to learn the secrets to success!

We’ll be covering: 

• Why platform adapted content is key
• The peer-to-peer effect on Gen Z 
• Why curiosity is their preffered way to discover products

How does the marketing strategy for a non-profit organization differ from that of other companies, and what can marketers learn? 

In this week’s episode we invite our first NGO to discuss the current marketing landscape and what brands need to do in order to stand out from the crowd. We talk to Johnny F Kroneld, Head of Unit Marketing & Events at The Swedish Childhood Cancer Fund. With over fifteen years' experience working at global consumer brands, Johnny is also a highly sought-after speaker at marketing events.

We’ll be talking about:

• What marketers can learn from NGOs
• Why good storytelling is a key to stand out 
• The changing media mix and what brands can do to stay relevant 

Fancy multiplying the power of your influencer marketing? You're in luck - because the 360 approach to your influencer marketing is a thing in 2023. Consumers are crying out for more ‘real’ people to showcase products and brands just don't have the resources to keep up. 

By using the content you already have, you can create a cost- and time-saving way to meet the demand - and *go beyond* the world of social media. We're talking websites, paid ads, newsletters, in-store and outdoor advertising.

If you want to know more about how to get involved, we've got all the info you need. Check out how to implement a 360 strategy for your influencer marketing, why scaling peer-to-peer content is so important for 2023 and how to make influencer content valuable for the entire marketing team.

For over 170 years, Boots has been a leader in the beauty industry, making it one of the world's most well-known and celebrated heritage brands. In a world becoming increasingly digital, how can traditional beauty retailers successfully keep up and transform?

In this week’s episode, we talk to Pete Markey, Chief Marketing Officer at Boots, about the company’s transformation journey. From the key success factors in their marketing strategy to the “Love Island effect”, Pete takes us through the steps that Boots has taken to stay relevant and keep up with changing consumer behaviour, while maintaining their heritage and brand value proposition. He also shares his best advice on how legacy brands like themselves can remain competitive and build preference in the digital beauty realm.

Find out:

• How to build preference and top of mind awareness in the beauty industry
• The Love Island effect
• Why working in marketing is more exciting than ever 

Are you a brand struggling to stand out in a crowded and competitive marketplace? Don't let your hard-earned brand awareness go to waste -  make sure your brand invests in preference building marketing activities before it’s too late. 

In this week’s episode we’re going to take a deep dive into preference marketing and why this can be your short-cut through the marketing funnel. We discuss strategies and tactics to build preference and how influencer marketing can be a powerful tool.

We'll be discussing:

• 3 essential elements when trying to build preference
• The fact that Asos’ CEO blames an over-reliance on performance marketing for the drop in customer acquisition
• Why preference is the missing piece of the puzzle 

What if there was a hidden ingredient to performance marketing that could help brands drive higher ROI in their performance channels? Hint: this might actually be the case! 

Did you for example know that recent studies by Meta show that adding branded content (content that is created by influencers) to your business-as-usual assets can reduce your cost per acquisition by 19% and increase your click rate by 53%?

We invited Josefine Billström Raasakka, Creative Strategist at Meta, into the studio to unpack what it takes for brands to succeed on the Meta platforms today and why influencer content is a must in every performance marketing strategy.  

We’ll look at:

• How influencer content outperforms brand created content
• What consumers want to see on the platforms
• How to get branded content right and what mistakes to avoid 

Josefine also gives us a glimpse into the near future of the Metaverse and AR creators. If you want to get ahead of the game, make sure you check out @Karenxcheng and @donalleniii. And if you as a brand are thinking about developing an AR filter, check out creators like @ommy and @ls.studio.file.

In this week’s episode, we sat down with Kristian Melå, Co-founder and Head of Brand Partnership Advisory at Cure Media to sort out what essential role preference plays in when it comes to building a profitable marketing mix.

Many legacy brands invest heavily in creating awareness, but they neglect the middle stage of the funnel, resulting in the need to overspend in the performance stage to make up for the lack of brand preference. 

The marketing landscape continues to evolve rapidly, and approaches that may have worked a few years ago no longer suffice. Marketers must consistently assess their strategies to ensure they remain relevant and in tune with current consumer behaviour.

We’ll cover:

• The preference glitch and the leaking funnel 
• Benefits of peer-to-peer and influencer marketing for building preference
• The relationship between high preference and profitability

We live in a world of diversity. Still, it’s surprising how little has changed when it comes to everyday consumer products.

Nebe Al-mayahi is the brain behind the brand TEINT, which challenges the status quo around daily consumer products. In 2021 they launched their award-winning skin tone adapted plasters and this is just one of a very long list of products that needs to be redesigned to cater for the diversity of our society. 

In this season 5 premiere, we discuss how diversity, inclusion and profitability are intertwined and what companies can do to become more diverse and inclusive in their day-to-day business operations. 

We’re talking:

• The link between diversity, inclusion and profitability
• Examples on how brands can become more inclusive
• What the industry will look like in +5 years from a diversity point of view

That’s a wrap on season four of Influencer Marketing Talks - and what a season it’s been! With guests joining us from global brands such as Coca-Cola, TikTok and NYX, we’ve dug into every corner of influencer marketing and the wider consumer arena.

Now, ready to go out with a bang, we’re joined by Maja Lindelöf, founder of Lis Bonne Atelier; Sanne Josefson, founder of Sanne Alexandra; and Emil Homqvist, co-founder of Hickap, for our new year special. 

Sitting down with three of the brightest names behind influencer-founded brands, we’re getting their take on:

• How they got their start in the fashion industry
• What sets their brands apart
• And what other brands will need to succeed in 2023

Founded in Los Angeles in 1999 and today one of the most popular beauty brands in the world - we’re talking about NYX Professional Makeup! Available worldwide both online and over at thousands of retailers, NYX manages to stay relevant among it’s audience with a high-quality product range and wallet-friendly prices. 

In today’s episode, we have Diana Valdez, Head of Consumer Engagement at NYX to share her expertise on how to grow consumer engagement and build brand love through social media. 

In 15 quick minutes, we’ll be looking at:

• How NYX Professional Makeup keeps up with beauty TikTok 
• Why building brand love is key to make consumer shop in 2023 
• How NYX Professional Makeup practices social listening 

What does something named “the lipstick effect” have in common with the economic downturn? Actually, a lot. With 2023’s economic situation, brands need to have a solid understanding of how to attract consumers' loyalty and money before their competitors do.  

In this episode, Frida Ekholm talked to Chris Beer, Data Journalist at GWI, one of the leading audience research companies for the global marketing industry, on how what the latest data and insights say about consumer behaviors in times of crisis - and how marketers need to adapt to it. 

We’re unpacking: 

• The psychology of spending in times of crisis 
• Data from previous crises that will be valuable in 2023 
• How crises are shaping new behaviors 

Google data-driven influencer marketing and you’re going to get over 12,000,000 results all telling you what it’s about, why it’s important, and how you should be doing it. 

But is the very premise a lie?

Looking into what data means for the influencer marketing channel today, data scientist Bernard Rosencrantz and marketing manager Holly Morran bring you their standing-room-only session from the Influencer Marketing Show 2022 held last month in London. 

They’re unpacking:

• The buzzwords that people use to back up their claims of being data-driven
• Why it’s so difficult to actually deliver
• And what data-driven influencer marketing might look like in the not-too-distant future

Is your brand having a hard time figuring out TikTok? You’re not alone. With its short and snappy videos, this app has grasped the attention of many but unfortunately, brands are struggling to figure out the app and what type of content they should put out there. 

For years, Instagram has been the primary online space for brands to grow their businesses on and some have really succeeded in establishing a good brand image on Instagram. However, while posting aesthetic content might’ve worked great for the Gram, the case is not the same when it comes to TikTok.

To figure TikTok out better, we invited Julia Arheden, Brand Partnership Advisor at Cure Media into the studio. Julia is not only an influencer marketing expert, but also a TikTok and beauty enthusiast, In this episode, we have merged these two expert areas of Julia to deep-dive into 5 ways beauty brands can grow engagement on TikTok. 

We'll be discussing:

• How the TikTok algorithm works 
• What audiences you can reach on TikTok 
• Why beauty brands should hop on haircare

Influencer marketing remains one of the most powerful marketing tools at your disposal and in 2025, researchers estimate that the channel will reach another all time high. But, the way that consumers want to experience influencer marketing is changing. 

With investments soaring and the financial crisis placing greater pressure on the importance of a decent return, brands will need to keep up with these moving targets, adapting their strategies to placate and engage a restless audience and emerge on top.

In this episode, we’re presenting the 5 big influencer marketing trends for 2023. 

• Why economic-conscious content will be a must 
• How to approach influencer niches getting niche-r as a brand 
• What 360° IGC is and why you should implement it

How does one of the world’s most iconic consumer brands work with influencer marketing to strengthen its presence and create buzz-worthy activations? To find out, we invited Coca-Cola to join us in the studio and let us in on what makes them such a leader in their industry and the channel.

How does it differ to work with a brand as established as Coca-Cola vs one that isn’t, and what’s the key behind developing influencer marketing strategies that create buzz? To help answer this question, we’ll be chatting with Victoria Adolfsson, Brand Manager for the Coca-Cola Trademark with a portfolio of Coca-Cola Original, Zero Sugar and Light. 

• How Coca-Cola approaches TikTok
• Building the Coca-Cola brand during a recession
• Why Coca-Cola makes influencer marketing an integral part of their media mix

As the number of channels and devices proliferate, it becomes harder and harder for brands to cover every avenue, forcing marketing teams to be more decisive and analytical about the choices they make regarding their resources and budgets.

In today’s episode, we walk you through 5 of the media consumption trends that we think will rule in 2023.

We'll be discussing:

• Which particular media channel we think will struggle the most
• How mobile and social continues to rule it all 
• What brands should do about the fact that ad tolerance decreases

The marketing budget is often one of the first to be cut when an economic downturn hits. But time and time again, history has proven that the companies that invest in marketing during challenging times are the ones that come out as winners. 

But what type of marketing activities will make you hit the marks? Is there a golden way to recession-proof your marketing strategy? In this week’s episode, we invited Erik Modig who works as professor of economics at the Center for Consumer Marketing at Stockholm School of Economics, to talk about what brands must know to survive the upcoming economic crisis.

Tune in to learn:

• Erik’s best advice on how to recession-proof your marketing strategy
• Reasons why this is the time to invest in marketing and brand building activities - or you’ll do your competitors a big favor 
• Why it’s better to cut some marketing channels completely and instead go all in on a few

In this week’s episode we’re going to take a deep dive into the fashion industry. But - we’ll be leaving the trend-setting and taste-vetting to Anna Wintour and instead looking specifically at 4 ways fashion marketing has changed over the years. And it has been years because after the bare essentials for survival were commodified, fashion followed shortly after.

We'll be discussing:

• What fashion brands can do about the crowded marketplace. 
• The importance of the terribly unsexy-sounding corporate responsibility
• Why the one-shot campaigns have had their time 

If you’re building a marketing strategy for 2023, it’d be hard not to consider using TikTok. As its user base is expanding at a rapid pace among all generations, it’s finally seen as a place where all brands need to have a presence and a solid strategy - or else lose customers to the ones who do.

But what does it take to succeed on TikTok in 2023? How do you make sure you hit the mark when it comes to being relevant and authentic to your target audience while avoiding the frequent and inevitable pitfalls en route?

This week, we’re joined by Emma Lundgren, Agency Partnerships Lead at TikTok, to give her best tips and tricks from the inside.

We'll be discussing:

• How brands should approach TikTok as a marketing platform
• Do’s & dont’s
• Emma’s top 3 advice on how to leverage TikTok to its fullest 

While the social media trends for 2022 were all about TikTok and social commerce, as we look ahead to 2023 we can already see a shift in the things brands need to bear in mind as they flesh out their social media strategy for the new year.

What remains true is that social media continues to be one of, if not the most important platform for engaging shoppers in the fashion and lifestyle spaces.  Now, as we gear up for a busy fourth quarter of 2022, let’s take a peek ahead at what we’ll be seeing more of in 2023. 

In 15 quick minutes, we’ll be looking at:

• What the popularity of TikTok and BeReal says about 2023 
• How putting the social back into social media will reward those who deploy them well
• Why a human approach is key 

Influencer marketing + machine learning = the way to get results? We know this equation might not be at the forefront of your strategy. But if that is the case then this episode is a must-listen! We sat down with Cure Media's Co-Founder and Head of Product Babak Faramarzian.

Responsible for Cure Media’s unique, proprietary influencer marketing technology platform, Babak has a front row seat on how much of a difference the right tech can make to your performance in the channel. But how exactly does it work to bolster the effectiveness of fashion brands’ influencer marketing, especially when you're already working at scale?

In 15 quick minutes, we’ll be looking at:

• Cure Media's platform features from 2022, as well as what we'll be launching in 2023 
• 4 must-have elements to deliver effective influencer marketing 
• How to be data-driven in 2022 vs 2023

With Instagram’s furious race to overtake TikTok as the video-first social platform, copy-catting many of the latter’s features to users’ occasional dismay, it can sometimes feel hard to tell the difference between the two. 

Certainly, that seems to be the case for many brands who insist on recycling content interchangeably between both platforms despite repeated warnings that the algorithms will not treat such tactics kindly.

So when it really comes down to it, what are the differences between TikTok and it’s older sibling, Instagram?

Join us to unpack exactly this question in 15 quick minutes. We’ll be looking at:

• What consumers think the two platforms are for
• Which brands are nailing their strategy across the two
• Whether your content needs a different look and feel on each one

Since the dawn of time (for influencer marketing, that is) discount codes have been seen as a must-have. But in today’s competitive landscape, that’s simply not the case anymore.

In today’s episode, we are going to take a cold, hard look at the use of discount codes in influencer marketing. Lending his significant experience and expertise in the field, we’ll be joined by one of the co-founders of Cure Media and our CEO, Sam Foroozesh. And where should they put their focus instead? 

In under 15 minutes, we’ll be taking a look at:

• Why brands need to be careful with discount codes going forward
• How a last-click focus is holding then back
• Whether influencer marketing should be a branding or performance channel
• And where brands can out their focus instead of discount codes

In a marketplace this competitive, everyone will be telling you to do data-driven influencer marketing if you want to succeed - us included!

But we’re going to pause and take a step back a second, because in this episode of Influencer Marketing Talks we’re going back to basics and answering one foundational question first: what even is data-driven influencer marketing. 

Answering in under 15 minutes, we’ll be taking a look at:

• How you can be data-driven at influencer selection
• Where optimisation fits into your data-driven strategy
• And how you can measure your results to give future activations a head start

If you hear ‘influencer marketing’, your mind probably jumps to the big, celebrity creators. But times have changed and flying the flag for micro-influencers; they’re big news, whether brands like it or not.

In fact, in 2021 micro-influencers accounted for 91% of the channel. Which means that if you’re only focusing on mega-influencers and above, you’re missing out on the vast majority of the channel, and with it a lot of potential engagement.

But where did these so-called micro influencers pop up from? We’ve done some digging to track the emergence and evolution of the micro-influencer and it took us all the way back to 1765. So buckle up, listeners, because in this week’s episode of Influencer Marketing Talks we’re taking you on a bit of a history lesson.

With new motivations and behaviours driving their purchasing decisions (and a lucrative price tag on their head), marketers are obviously keen to get Gen Z on board. But how can they hope to do that when nearly 60% say they’re not confident they even understand them?

As uncertainty grows, myths begin to circulate and they’re steering marketers in the wrong direction. 

Joined by Cat Agostinho and Jay Richards, co-founders of Imagen Insights, one of the biggest agencies in Gen Z intelligence, we’re busting five of the most pervasive myths surrounding this new audience.

Tune in to learn:

• How brands can avoid the cringe factor on TikTok
• What the future has in store for fast fashion 
• Who brands should learn from when it comes to Gen Z strategy

Whether you’re already clocked off for the summer, or you’re enjoying a sunny commute to the office - we’re glad to have you here and you’re in for a great episode, because today’s edition of Influencer Marketing Talks is hot off the press!

This week, we are joined by Lucy MacGuire, Trends Editor at Vogue Business. With several fingers on the pulse of the biggest drops in fashion plus bylines that span a wide range of the Vogue empire, from Britain to Italy, and Paris to Russia, Lucy has about as comprehensive an overview of fashion and consumer trends as anyone can have. 

We'll be discussing:

• The must-know fashion industry trends for 2022
• How fashion brands can (and should) benefit from TikTok vs Instagram 
• Shopping behaviours across Gen Z, Alpha and Millennials  

In 2019, 19-year-old influencer Matilda Djerf launched the Scandinavian styled,  non-seasonal, ready-to-wear fashion brand ‘Djerf Avenue’ together with her partner and co-founder Rasmus Johansson. Only three years in, Djerf Avenue has become globally recognised, reporting $8 million in sales in 2021. 

That’s not all. At the same time, Matilda gained global recognition for her iconic hair and Scandinavian style, quickly propelling her Instagram account up to 2,3M followers - and counting. 

This week, we'll be joined by Rasmus Johansson, CEO and co-founder of Djerf Avenue, as well as Matilda Djerf herself, the creator behind the eponymous brand whose two million plus Instagram followers have become willing devotees of her sustainable, all-season fashion line.

We'll be discussing:

• Why Djerf Avenue is ditching retouching in all of their content
• How they built their loyal community of #DJERFAVEANGELS
• And how they've leveraged their influencer marketing expertise to grow the powerhouse brand Djerf Avenue is today

Gen Z and millennial audiences have new expectations when it comes to influencer marketing - and marketers aren’t always keeping up. 

Whether it’s the content formats they most enjoy or the platforms they’re most active on, staying on top of (let alone ahead of) the latest movements in consumer preferences can be challenging, particularly in a marketplace as fast-moving as retail. 

We’re looking back over our research of 1,0008 consumers to pinpoint what it is exactly marketers need to be aware of when constructing their influencer marketing strategy.

We’re talking:

• The importance of long-term partnerships
• Why live video isn’t doing it for one demographic
• And whether relatability is a valued trait for younger shoppers

Plus more! So tune in to listen and make sure your influencer marketing is the kind audiences want to see in their feed.

Creating engaging social media content comes down to more than just viral dance trends or repurposing popular memes. Instead you need to strike a tricky balance between the content different platforms’ algorithms are prioritising, the messages you need to communicate, and the material your audience actually wants to see.

And just when you think you’ve got it sussed, it can all change on a dime.

So we’re taking a look at the lay of the land in 2022 to try to help brands work out what different content will help them shine on different platforms, and how they can make that work for them. 

We’re covering:

• What Instagram’s shift to video-first tells us about the future of social content
• Whether Facebook still fits into the modern SoMe mix
• And how you can adapt your strategy to different platforms

In a marketplace as crowded as the fashion sector, you need every campaign to land. So while catchy copy and compelling graphics might be the things that your audience remembers, it should be data that tells you what copy will work, which graphics will fit, and even who your audience will be.

And influencer marketing should be no exception. Data-driven influencer marketing can make sure your activations get seen in the right place and by the right people; it can redirect your campaigns to maximise your results; and it can take your strategy to the next level.

To hear how influencer marketing, machine learning and AI can be the perfect match, we invited our in-house Data Scientist Bernard Rosencrantz to the podcast studio.

Tune in to find out: 

• What AI is and how it’s used in influencer marketing 
• What AI features make the must-have list for fashion brands 
• The advantages AI can offer for influencer marketing campaigns

L’Oreal is on a mission to ‘create the beauty that moves the world’.

With 36 global brands and four different divisions, most, if not all of us, will have enjoyed a L’Oreal product at some point. From high street beauty faves to luxury fragrances and salon-level hair products, the L’Oreal family encompasses a staggeringly wide range of products with something to suit everyone. And it's this inclusiveness that drives their wider marketing and business goals.

As inclusivity and diversity become critical purchasing motivators for consumers as well as ethical musts for brands, we turned to L’Oreal to discover how a world-leading beauty brand is incorporating these values into their strategy. 

To hear how L’Oreal has reinterpreted the traditionally exclusionary beauty industry into something broader (and more beautiful for it), we spoke to Erica Culpepper, General Manager for Multi-Cultural Beauty at L’Oréal. All together, Erica has an impressive 20 years of experience in the beauty industry, experience that has taken her to some of the biggest and most iconic brands in the industry. In this episode, you’ll learn from Erica how beauty and fashion brands can build a more inclusive future - and why they must. 

Tune in to find out: 

• L’Oreal’s approach to diversity and inclusivity in influencer marketing
• What actions beauty brands should commit to to build a more representative industry
• How L’Oreal adjusts their marketing to respond to consumer demands 

Earlier this spring we surveyed over 200 marketing decision-makers and 1,000 consumers to find out what influencer marketing really looks like in 2022…and whether it’s what your audiences actually want.

Long story short: not always.

Throughout our research we found clear evidence that brands and marketers aren’t always in sync with their target audience, employing tactics that run contrary to what consumers want. 

But it’s not all bad news! In some areas, marketers were adopting savvy influencer marketing strategies to foster preference within their target audience and nurture their relationships online. 

So where are they getting it right and where are they going wrong?

Tune in to find out…

• Just how many brands feel confident in their grasp on Gen Z
• Why many brands need to reassess how they approach influencer content
• What influencer marketing budgets will look over the year to come

As with any other industry or channel, influencer marketing manifests differently around the world. Cultural nuances or behaviors can vary wildly between markets, and your influencer marketing has to bend with them in order to be effective and avoid committing any cultural faux pas.

To help you get it right, we invited not one, but three of our colleagues from across our offices to join us for this multinational masterclass. Experts in three different markets, these influencer marketing pros are ready to share the trade secrets behind what it takes to run successful influencer marketing in the Nordics, Germany and the UK. Tune in to learn what these different markets have in common, and what makes them very, very different.

We’ll be discussing:

• The social media trends and formats popular in each market 
• Why authenticity matters more than ever  
• How market maturity impacts how brands approach influencer marketing

Consumer preferences are a moving target - you really have to work to make sure you’re staying up to date with the latest developments from them. And that’s particularly true for shoppers in the Gen Z and millennial age groups.

We know keeping up with consumers isn’t easy, so Cure Media decided to survey over 1,000 consumers across the UK, focusing on the behaviours and attitudes of Gen Z and millennials to better understand how these groups engage with and relate to social media, and more specifically, influencer marketing. 

We’ll be discussing:

• Purchase motivators in the modern marketplace
• Most popular social media platforms among Millennials and Gen Z 
• How millennials and Gen Z perceive influencer marketing

With a popular wedding package and a fan list that includes the likes of Doja Cat and Lil Nas X, Taco Bell is a name beloved of all generations but unlike many longstanding brands, they’ve found particular success with the Gen Z-ers. So we wanted to know their secret…

Riding on the high of the return of the Mexican pizza, we spoke to Matt Prince, Senior Manager of Public Relations and Brand Experience at Taco Bell, about how this fast food brand keeps whipping up a social media frenzy for all the right reasons.

We’ll be discussing:

• Why Gen Z are such a powerful audience
• How to cultivate cult loyalty for your brand
• And where user-generated content should factor into your marketing

A lot has happened with influencer marketing over the last few years. Not only has the industry gained bigger budgets and more respect from marketers, but time has also developed the way in which we work within the channel. 

In this episode, we’re talking to Emma Lundsten, Head of Operations & Client Success at Cure Media, about the two approaches to influencer marketing that set marketers and brands apart, all to answer the ultimate question: is influencer marketing a branding or performance channel? We’ll also cover what challenges and opportunities each approach comes with as well as why brands and marketers need to avoid focusing on last-click. 

We’re talking:

• How brands are using influencer marketing for branding vs performance purposes 
• Which approach is the future of influencer marketing and why 
• Why marketers need to have a holistic view of influencer marketing

Influencer marketing has changed dramatically since the early days of bloggers and YouTube stars. As calls for diversity and representation increase across channels and mediums, the cookie-cutter image of an influencer is giving way to something broader and more reflective of the world we live in. 

Speaking to Natalie Wills, Global Director of Marketing at Zalando, we’re taking a pragmatic look at the challenges brands face in the channel, especially as its scope increases, as well as unpacking some of the biggest issues in the industry right now.

We’re talking:

• How brands can avoid bandwagoning
• What Zalando are doing to ensure fair pay for creators 
• The consumer backlash against influencers

In a more progressive marketplace, much valuable discourse is being had around the right to and necessity of broader representation in fashion and its marketing.

So why are so many brands still skipping over models, influencers and even consumers who happen to be 40 or above?

Speaking to fashion stylist and trend-setting influencer Anna Cascarina, Influencer Marketing Talks is unpacking what age inclusion needs to look like for fashion brands, and why it needs to happen now. 

Hear about:

• The role influencers can play in broadening brand appeal to 40+ consumers
• How this age bracket compares to their Gen Z counterparts
• What’s holding fashion brands back from being more age-inclusive

Influencer marketing has been around longer than people give it credit for - though in its current form it might look a teensy bit different to how it did in the ‘90s or even earlier. We’re taking a trip down memory lane, looking at the brand collaborations and marketing moments that laid the foundation for influencer marketing as it exists today in all its measurable, strategic glory.

From there we’ll be jumping forward in time for a glimpse at what the future holds for the channel, offering the three trends Cure Media believe will come to define the next era of influencer marketing.

We’re talking about:

• Pop culture moments that set the scene for influencer marketing’s place in the spotlight
• The biggest changes between influencer marketing then and now
• And what comes next in the channel’s evolution

Sustainability is ranking higher and higher on the priority list for marketers, consumers and the human population at large. And for fashion brands, that means taking a hard look at the way they currently manage their supply chain and their business.

But while change is necessary, it might not take the shape you think.

Looking at the next-generation solutions available, we sat down with Nicole Rycroft, Founder and Executive Director of Canopy, a leading environmental not-for-profit, to discuss how Canopy’s work with industry leaders such as H&M, ASOS and Zalando and reshaping the way we think of sustainable fashion. 

Find out:

• What innovative actions fashion brands can take to reduce environmental impact
• Why this is a commercial consideration as much as an ethical one
• And how you can get the message of your good work across to shoppers

From their envy-inducing feed posts to their heartwarming community MADEovers, the MADE.com social aesthetic is as iconic as it is individual. And make no mistake - that’s not something that happened by accident.

We invited Lauren Spearman, Head of Consumer Communications and Social at the trendy interiors brand, into the studio to give us a glimpse into what it takes to build a recognisable brand on social media without falling into the cookie-cutter trap, and how brands can nurture relationships with influencers that will help them achieve that. 

We’ll look at:

• How to avoid consumer cynicism on social media 
• How MADE.com maximises the efficacy of their influencer content
• And how they found their USP in a competitive landscape

As a brand today, it’s important to understand what you’re hoping to achieve within influencer marketing - because from there you can learn which tactics are best suited to your unique offering and goals. Otherwise, you risk not getting the most out of your investment in the channel. 

In this episode, Holly and Frida will guide you through the different influencer marketing tactics; the big collaborations, ambassador programs, one-off campaigns, affiliate marketing, gifting, and last but not least, always-on. How do the tactics differ from each other and which ones suit your influencer marketing goals the best? 

We’ll cover:

• Why one tactic doesn’t need to replace the other 
• The most suitable influencer size for each tactic 
• Why you should look at these tactics as a pyramid 

For beauty brands to be top-of-mind and reach the ever-changing consumers of Gen Z, they need to have their ears to the ground and learn where this group spends time and what they look for in brands. 

To offer the best advice in this area, we invited Berit Sjovik, CEO at MakeupMekka to the podcast studio. MakeupMekka is a Norwegian based beauty brand founded in 2009 that develops and sells their makeup brand online.

In this week’s episode, Berit shares insights on how to reach and attract the Gen Z audience. More specifically, we discuss how brands can turn them into loyal buyers, as well as what content appeals to Gen Z and how to involve them in your product development process. We wrap up with a discussion of how influencer marketing plays into Makeup Mekka’s larger business strategy.

Today’s marketing landscape is constantly updating, and brands need to stay up to date on the most relevant ways to communicate with their audiences in order to stand out from the crowd. With this constant development comes new tactics to leverage on, not only for marketing in general but also for influencer marketing. 

In this episode, Sam Foroozesh, CEO & Co-founder at Cure Media will guide you through how to amplify your influencer marketing investment and impact through paid social. More specifically, why brands need to leverage on this tactic, the benefits of peer-to-peer content in a paid social context, and what results it can bring. 

We’ll cover:

• What influencer paid social means and the evolution of this tactic
• The benefits of adding paid social to your influencer strategy
• How influencer marketing comes into peer-to-peer marketing 

While there are undoubtedly a number of challenges you might face when looking to incorporate influencer marketing into your strategy, one major one comes up time and again: resources. With so many agencies now crowding the market, how can you know which is the right pick for you?

In this podcast episode, we’ll be guiding you through the different influencer marketing approaches out there and help you find the best-fit influencer marketing partner for your goals. 

We’ll cover:

• The difference between a full-spec media agency, a PR agency, and an influencer marketing agency 
• Three different influencer marketing agencies and their approaches to the channel 
• The technical capabilities you should consider before partnering up with an influencer marketing agency

In this episode, we are excited to share insights from one of the top players within the social media and influencer marketing landscape: Missguided. Vicky James, Missguided’s Head of Brand Marketing, reflects on how the fashion brand has become one of the UK’s most popular among Millennial and Gen Z shoppers. 

Vicky James also discusses her view on brand-building in an evolving marketing landscape, and what it really means to build a brand in today’s world. We finish up with an enlightening discussion about Missguided’s approach to diversity and inclusivity.

We’ll cover:

• How Missguided attracts Millennials and Gen Z
• The role of influencer marketing at Missguided 
• How Missguided measures their branding activities 

One of the top influencer marketing trends for 2022 is that Gen Z and Millennials expect brands to be authentic and transparent - and consumers’ demand for authenticity is here to stay. To meet this need, it’s important that brands adopt the right approach and style when trying to connect with their target audience.

In this podcast episode, we’ll focus on the benefits of using peer-to-peer marketing tactics compared to brand-to-peer tactics. More specifically, why Gen Z and Millennials favour P2P, the benefits of this marketing tactic, and how brands can make the most of P2P via influencer marketing.

We’ll cover:

• Why peer-to-peer marketing is more effective than traditional marketing
• How influencer marketing comes into peer-to-peer marketing 
• The modern consumer behaviour and how it affect brands 

For too long, influencer marketing was a channel shrouded in mystery; traceable ROI was allegedly evasive and audience size was practically the only metric that mattered. While creativity and aesthetic might still reign supreme for most of the market, times have changed and at Cure Media, we look at things a little differently. 

In this week’s episode, we invited Babak Faramarzian, Co-founder and Head of Product at Cure Media to sort out what brands need to look for when choosing an influencer marketing platform and what role data and technology have in this growing industry - both today and in the future. 

We’ll cover:

• The most common technology approaches to influencer marketing 
• How the right technology can help overcome your biggest challenges 
• What to ask for when partnering up with a data-driven influencer marketing agency 

Spoiler alert: Millennials aren’t kids anymore! They actually range from 25 to 40 years old. So, it comes as no surprise that Millennial parents are an increasingly sought-after audience online. 

In this week’s episode, we are proud to present Heli Fleetwood, Marketing Director at Polarn O. Pyret - a leading heritage brand for high-quality childrenswear in the Nordics that has been around since 1976. 

To sort out how to successfully reach Millennial parents today, we asked Heli what an established brand like themselves does to stand out from the competition. We also chat about their success in turning new consumers into loyal buyers. Finally, we take on a hot potato in the influencer marketing industry: whether it’s right or wrong for influencers to include their kids in their social posts.

We’ll cover:

• How to communicate about sustainability
• Ways to incorporate influencer generated content in other channels 
• How to cut through the noisy marketing landscape 

In the beginning of 2021, we predicted five influencer marketing trends that we expected to see more of in the year to come. Now, one year on, we’re looking back to see how good we actually were at predicting the future. No pressure! 

In this podcast episode, we will discuss the trends that shaped 2021 and why they mattered. We’ll also introduce you to our latest addition to the podcast, Holly Morran, Marketing Manager for the UK at Cure Media, who will join Frida and Sanna as a host. 

We’ll cover:

• The biggest influencer marketing trends of the year just gone 
• Content trends that you’ll need to factor in in 2022 
• Which tactics will help you stand out from the crowd

This is no ordinary podcast; this is your Cure Media new year podcast! With 2022 just around the corner, we decided to check the temperature on four seriously hot brands in the fashion, lifestyle and beauty industry, to hear their thoughts on what’s been going on in 2021 and their insights on the upcoming year. 

Let’s look at the lineup: 

• Ronja Zetterqvist, Influencer Team Manager at Lyko
• Petra Stenecker, Global Marketing Director at Babybjörn 
• Warner Nickerson, COO at C’est Normal
• Chlöe Gibbions, Influencer Marketing Lead at Simply Be

We’re bringing you interviews with the experts at these world-class brands, and getting to the bottom of some of your biggest questions: 

• What’s their biggest learning from 2021? 
• What big marketing trend do they think we’ll see more of in 2022? 
• And what’s their new year’s resolution - both professional and personal? 

All this and more as we round off season two of Influencer Marketing Talks. In the meantime, thanks for coming along for the ride; we’ve loved answering your questions and hearing your thoughts! Keep an eye out on our socials for the launch of season three, coming to you in January 2022.

In recent years, a big shift has taken place with regards to how today’s buyers are consuming media; from sitting planted in front of the TV at 8PM on Friday nights, most of us now prefer being able to choose when we want to engage with content. And media consumption often takes place on social platforms such as Facebook, Instagram and YouTube, instead of through traditional channels.

In this podcast episode, we’re going to focus on the Millennial and Gen Z women, and more specifically, on how marketers that target these audiences can benefit from the latest media consumption trends. We will also take a look at the digital shift that is currently taking place on a global scale.

We’ll also cover:

• The big danger in jumping onto a bandwagon that you’re not truly behind
• How to capitalise on the newest media consumption trends
• Our three best pieces of advice on how to make your brand stand out on social media

75% of consumers say they have bought something following an influencer’s recommendation at least once, but only 14% of brands reported a sales uplift when working with influencers (Cure Media). As you can see, these two answers do not agree with each other.

This is because brands and marketers tend to take the simplest route when it comes to measuring the results of influencer marketing, looking only at the last click. This means that the “last click channel” is given credit for a sale or conversion, no matter where the buyer journey originated or stopped off en route. This approach to ROI analysis is simple but it leaves you blind to which channels are actually driving the best results, which could see you wasting big budgets on the wrong channels.

In this episode, we’re going to walk you through why you cannot measure influencer marketing (or any marketing activity) by relying on the last click, and show you the importance of a holistic approach instead.