In a recent article between the Guardian and Gleam Futures, they admitted that for their roster 'in this new bare-all era, being authentic – or at least appearing so – is vital’ – and I couldn’t agree more.
Gleam is one of the most recognised talent agencies in the world, having helped grow the first generation of UK influencers including Zoe Sugg, Jim Chapman and In the Frow. What’s interesting is the fact that a talent agency, defined by the money they make from their influencers, know that the authentic approach is good for business.
How? Because if we see an influencer ‘authentically’ talking about a brand and engaging with it outside of paid for promotion, and taking the time to get to know the team behind the brand, then brands are likely to invest in paid-for content because the influencer is genuine and their audience more engaged.
We recently demonstrated this authentic approach with our client ASUS, where we targeted influencers who had a desire to work with the brand, an interest in tech and were ultimately the target audience.
The results were impressive; 10 Instagram grid posts, 32 Instagram stories, 29 hashtag mentions, 39 brand mentions, 16,401 engagements to-date and a potential reach of 15,317,800! We did this strictly through gifting ASUS VivoBook laptops, no sponsored content – just genuine, authentic posts. Now we know we can build on this success with paid-for activity.
It’s no lie that when plans and budgets are created, there’s now a dedicated line for ‘influencers’ as a separate entity in itself and this isn’t about to change. Influencer relations tactics might, but the potential results are impressive when activity is handled, authentically.