Leverage of influencers on their audiences has grown exponentially. This is not a marketing fad anymore but real-life phenomena

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Leverage of influencers on their audiences has grown exponentially. This is not a marketing fad anymore but real-life phenomena

 Today, we caught up with Zhanel Bektemissova an influencer who began their journey back in 2009, when she moved to London. Zhanel fell in love with the city and fascinated with capturing her life as well as spending time with her new born son. Check out what Zhanel had to say about her career and the outlook for Influencer Marketing in the future.

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Could you tell us a little bit about your background and how you started to build a following?

I moved to London, UK in 2009 with my husband and my (at the time) 1-month old son. I was inspired by the beauty of that city and started capturing the images of my life there and shared them with my close friends on Instagram. As a stay-at-home Mom, I had time on my hands to cook a lot and to go out and share those moments with my followers. This is how my journey as an Instagram blogger started.

What sort of content do you create and what content works best with your audience?

My daily life in Berlin, my children, food (both cooked at home and when we go out), our travels, and family.

What would you define Influencer Marketing as?

To me it is a form of marketing where in order to persuade target group of customers/consumers the focus is placed on an individual (or group of individuals) who has a lot of influence on that group of people.  

What brands have you worked with so far? How was it?

To-date, I was focusing primarily on building up my following. As a result, I have not had experience of working with recognized brands yet.

How do you think Influencer Marketing will evolve over the next 12 months?

Brands will continue to focus on more granular performance metrics of influencers they choose to work with. Following and reach alone are no longer enough. Increasingly, emphasis will be made on relevance, impact and engagement. Brands have access to increasingly sophisticated tools to measure those performance criteria.

How has the Influencer world evolved since you began?

Leverage of influencers on their audiences has grown exponentially. This is not a marketing fad anymore but real-life phenomena. Although competition has grown dramatically, someone with the relatively modest following (100-200k followers) but with a very focused audience, can have an outsized influence on a particular customer niche. As with any industry, influencers are now having to specialize.  

How do you feel brands are working with Influencers?

They collaborate to create quality content that is relevant to a brand’s audience and that is designed to grow that brand’s recognition with that audience.

Have you seen any brands that you feel are doing great work with Influencers?

Levis, Desegnio, Calvin Klein, and Daniel Wellington  

How do you balance your online life with offline?

There is no balance because I love what I do. I create content as I ingest life.

Which influencers inspire you and look up to?

@rianne.meijer (Rianne Meijer) @paulienriemis (Paulien Riemis)

If you could work with any brand, who would that be?

Ralph Lauren, Levis, Asos, Zara Kids, H&M, Tommy Hilfiger

What’s your favourite social platform and why?

Instagram – easy and intuitive to use, immediate and quality feedback from my users, it is a great platform to obtain useful information

YouTube – Ability to post long quality videos, flexibility, and great tools. Having grown my following on Instagram, my next goal is to multiply my following on YouTube

Where do you want to take your career as an Influencer?

 I want to grow my Instagram following to 1mm in the next 1-1.5 years. I want to involve my children in influencer marketing and have brands approach us as a family. I also want to grow my impact in a more long-form content on YouTube. My long-term goal is for my content to make an impact across national and cultural borders.

 

 

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"Influencer Marketing is an amazing working opportunity for many people" - Giacomo Garuti

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"Influencer Marketing is an amazing working opportunity for many people" - Giacomo Garuti

Could you tell us a little bit about your background and how you started to build a following? 

Sure; I am just a computer-engineering student, who loves to travel with his girlfriend ( mainly ) but also with the whole family and friends. A year ago I started receiving some questions about my trips; for instance, I posted a pic of Dutch typical crepes, and some of my followers asked me details about that food, such where I bought it and in particular how it was. That moment I was understanding that I could’ve been somehow influent on my followers.

Therefore I started sharing many pics per month, almost one per day, in order to be followed always more and get always more likes; slowly I noticed that my whole audience was improving. In order to improve the number of my followers, I also contacted some very followed friends of mine, in order to shot some pics together to appear in their socials. This way I did, and my audience kept improving.

Is this something you do full-time?

No, definitely it is not, even if I use a lot of time on it. As I said I am a student, and I plan to be a successful computer engineer, yet I take pics for passions, and I travel almost every weekend, so I have many opportunities to take pics and to improve my audience ( just think that tomorrow I’ll visit Mantua, an Italian historical city ).

What sort of content do you create and what content works best for your audience? 

I mainly take pics while travelling, of historical cities, amazing seas and lakes, mountains and so on.

Yet, attending computer engineering, I am followed by my whole university ( basically ), therefore I could share also contents about technology, because my audience would love that.

What would you define Influencer Marketing as? 

In my personal opinion, Influencer Marketing is an amazing working opportunity for many people, since we gain by doing what we like. On the other side, a brand may get a huge publicity by paying a less amount of my money. I also think, brands also get better publicities, because influencers are directly noticed by their audience, while with an advertising agency they would waste many money of spots that don’t reach who sees them, but also a minimum amount of users.

What brands have you worked with so far? How was it?

Until now, I have worked with:

-       Shake Medical Center: a medical center on Bologna, that helps the obese people on losing weight by changing their lifestyle in general;

-       HERA: an Italian agency that sells energy and water, and take out the rubbish from people’s houses;

-       Tissot: a big brand of swatches, that produces precious and expensive articles;

-       I have also worked with other brands by liking them, reviewing and commenting them, in order to get them noticed by my followers.

For the moment, I can say that my experience is great; the cooperation with brands is amazing, since they have recognised my potentialities and they have talked with me professionally.

In particular, I am proud of the work with the medical center, since I am sure that it could be very useful for many obese guys; I am proud if I think that someone could have changed his life just by noticing that clinic from a post on my profile.

Moreover I am happy of the cooperation with Tissot, because it is an amazing brand, famous worldwide and known by the majority of the people; I am proud of having some Tissot swatches on my profile.

How do you think Influencer Marketing will evolve over the next 12 months? 

I personally think that it will increase its users, from brands to influencers, because it is the easiest and more efficient way for brands to get publicity; moreover it is the best way for gaining something by sharing what you love.

How has the Influencer world evolved since you began?

I began a few months ago, and I cannot really find relevant differences since my beginning; anyway I am noticing that there are many guys trying out with the social influencing, even if they do not have a specific profile ( I mean focused on a topic ) or a decent amount of followers.

How do you feel brands are working with Influencers?

Brands that are working with influencers are doing the best things they could do to get publicity; this is because influencers are directly noticed by their audience, everyday and the whole day, and they are not wasting their money over spot that will be seen by a little amount of people.

In my opinion, influencers are the best way of sharing a brand nowadays.

Have you seen any brands that you feel are doing great work with Influencers?

Talking about my personal experience, I have noticed that Tissot contacted many influencers, and most of them had the right audience to get a very good publicity.

Surely there are a lot of brands which are doing a great job with influencers ( indeed who works with Chiara Ferragni and Fedez, for example, is going to have a huge visibility ), but I do not notice them since I mostly follow travellers and friends.

Do you use any software to help create content?

 No, I take pics with my cellphone and I am going to buy a professional reflex in a few weeks.

How do you balance your online life with offline?

My offline life is much more interesting than my online life; I travel every week with my girlfriend: we visit by car or train many places, probably the best in Italy. I could not imagine a better life now.

The only “bored” point is the university, but it is essential since I am building my future and I need that to reach the most important steps of my life.

Which influencers inspire you and look up to?

I do not follow so much influencers because, as I said, I mostly follow travellers in general and friends of mine.

If you could work with any brand, who would that be?

I would definitely love to work with travel agencies, such as Airbnb, booking.com, lastminute.com and so on, just because they represent my passions, and get the attention of my audience on them would be great.

A dream as well would be to work with technology brands, like Samsung and Huawei, and in general with the Android world; laptop and desktop computers are a passions as well, since I am a coder. My favourite PC-brands are HP, Asus and Apple, even if I am a big Microsoft supporter.

To be honest I would never regret a working opportunity, I always check if it could be interesting for my audience and for me, even if it does not represent my normal action field.

Tell us something about you that people might not know? 

Probably many of my followers do not know that I am a great coder, I have coded many software that are used by many people.

They also do not know that I am deeply in love with my girlfriend, we are together since years and actually I have spent almost more time with her than alone in my life, even if I am only twenty years old; she is also my favourite trip-mate, that’s why when a brand analyse my profile, it says that my lifestyle field is very high and important for my audience. 

What’s your favourite social platform and why?

My favourite social platform is Instagram because, as I said, I love taking pics and sharing them with my audience. Nevertheless, I have also worked with Facebook.

Where do you want to take your career as an Influencer?

I would like to keep improving my audience, and to work with important brands; I dream to have paid travels and to get parts of my ( next ) camera for free, just as a working salary.

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Vera Casagrande - "Influencer Marketing, it’s much more than “just being active on social media”

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Vera Casagrande - "Influencer Marketing, it’s much more than “just being active on social media”

Today we had some time to catch up with Influencer, Vera Casagrande, a fashion and travel influencer based in New York. We talked about all things Influencer Marketing and got her view on how the industry will evolve over the coming months and years! Enjoy!

 
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Could you tell us a little bit about your background and how you started to build a following?

I've devoted my last 10 years to the fashion industry as a commercial model and actress. My ever-evolving fashion and film career extends from working with iconic brands such as Nicole Miller and Zac Posen to appearing in HBO's Vinyl. My following came totally from the non-blogger route- I built it sharing daily snapshots, outfit ideas, beauty favs and NYC city life.

Is this something you do full-time?

This is definitely my full-time work, however, it’s much more than “just being active on social media”. It’s a lifestyle profession that fits into my myriad of different jobs (Modeling / Acting / Consulting on Social Media + Content Creation)

They all kind of work in unison. I really love the variety of people I get to work with, the types of work I get to do and how I fit into the equation.

What sort of content do you create and what content works best with your audience?

I love sharing things that I find useful/ beautiful/ impressive. As an all around girly-girl that typically falls under Lifestyle, Fashion (Beauty)  and Travel!

What would you define Influencer Marketing as?

“Influencers” are individuals that have an active online presence or serve as key industry leaders. Influencer Marketing from a Brand’s perspective should be harnessing the power of these brand evangelists. These are the people that are online zealously advocating their audiences why they should give their time to a product or brand. Influencer Marketing is a key component to helping customers discover, use or purchase products.

How do you think Influencer Marketing will evolve over the next 12 months?

I think it’s a moving target, however,  it’s fun to see the industry growing! I think it will evolve by new brands jumping on board and hopefully seeing less resistance to Influencer Marketing being only “just a phase”.

How has the Influencer world evolved since you began?

I didn’t come from blogging and I still don’t have a traditional “blog” online. The evolution of the industry has opened up to people like me who are using Instagram only to show their work. Brands or people can now look at my portfolio/ website/ feed/captions and credentials to see what I’m all about and if they feel that I’m a good fit to partner with.

How do you feel brands are working with Influencers?

Some Brands are on it. I’ve seen brands blow up putting all of their marketing dollars into online campaigns and working with niche influencers to grow brand awareness and really seeing success. I have also seen brands that “don’t get it” and really miss the mark with younger demographics.

Have you seen any brands that you feel are doing great work with Influencers?

@Daniel Wellington

@NYXcosmetics

Enough said.

Do you use any software to help create content?

I love Adobe Lightroom on my phone to edit photos. UNUM for organization and curation!

How do you balance your online life with offline?

I’m not a “phone addict” and I put away the phone away to really “tune in” to dinner or conversations when I’m with people. It’s more about consciousness than balance.

Which influencers inspire you and look up to?

I’m really impressed by @tezzamb - she has great style.

If you could work with any brand, who would that be?

I’m pretty excited about my (@welovecoco) CHANEL beauty box arrival. High Fashion Brands are always dreamy because they put so much into the little details. Let’s say a Chloe for good measure. :)

Tell us something about you that people might not know?

I’m fluent in Finnish! So Random. I was born in Helsinki and we immigrated to the States when I was young. You wouldn’t guess as my writing online is all in English and that my last name is…. er…. not Finnish.

What’s your favourite social platform and why?

Instagram! It’s so versatile to tell your brand story - via videos, posts, stories or I’ve seen people use the entire feed as pieces of one photo. It’s really whatever you want to make it. I think that’s great for creative people.

Where do you want to take your career as an Influencer?

To the moon! ;)

I believe in this very young industry and I’m hoping to stay apart of it for the future.

I’m hoping that my feeds and portfolio will allow me to continue connecting with incredible brands and this amazing social media community!

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"As a marketing tool, Influencer Marketing is a great platform to advertise"

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"As a marketing tool, Influencer Marketing is a great platform to advertise"

Today, we caught up with Yogita Agarwal, an Influencer based in India, who has been growing her following for a number of years. Yogita now blogs full-time, mainly about fashion and she creates looks that her followers are interested in. We spoke to Yogita about her career as an influencer, the brands she's been working with and what the outlook for the future of Influencer Marketing. E

Don't forget to follow her on Instagram here!

 
 

Could you tell us a little bit about your background and how you started to build a following?

I am just a normal girl who had to take it from the scratch. I started with no following at all and no family background in blogging. It was tough in the beginning to build followers , to create content my followers would like but gradually it all started to fall in place. I started to build followers slowly and steadily. 

I was an admin for a shout-out page and when I used to look at the shout outs it kind of hit me that I too can start working in this field. There were many bloggers who asked for shout outs and that's when I came to know about blogging in general. 

Is this something you do full-time?

Yes, as of now blogging is something I so full time as it really asks for long hours of work. We hardly have time for anything once we get into this line. The shoots take up a lot of time and then there is a lot of editing. It takes a lot to stand where we are standing right now. 

What sort of content do you create and what content works best with your audience?

I am a fashion blogger. I recreate fashion looks which is quite liked by my followers. Small things that help me connect better with my audience also are a great help. 

What would you define Influencer Marketing as?

It's a vast field for anyone these day. With the growing market the influences have a great chance to excel in whatever expect they want to. As a marketing tool it's a great platform to advertise . In the beginning I didn't know I would get to earn money but gradually I started to make some amount out of it. It's not huge but I am sure soon it will be good enough. 

What brands have you worked with so far? 

So far I have worked with Myntra, All about you by Deepika Padokone, Speedo,  Daniel Wellington,  Namzish, Oppo, Cutie,  Dr. Tvacha, Rajkumari Fashions, Unlimited Store,  Global desi, Stalk buy love and so many more to count. 

How do you think Influencer Marketing will evolve over the next 12 months?

In the coming 12 months the influencer market is going to evolve at a rapid fast speed. More and more people are becoming aware. Due to social media the market is going upscale every moment. People are beginning to learn it's importance. 

How has the Influencer world evolved since you began?

When I stared the influencer market wasn't that huge but slowly the market has turned out to be growing very fast all thanks to the social media. It's a nice scale To help earn followers . It's a great marketing platform to advertise for brands. 

How do you feel brands are working with Influencers?

There are so many influencers in the market that it has become difficult for them to know who is genuinely working hard and who is earning followers by some other means. 

Though the brands are doing a great job by targeting more and more influencers and giving more people a chance. 

Have you seen any brands that you feel are doing great work with Influencers?

Yes,  there are so many brands that are doing a great work with influencer. Both benefit each other in some way or the other. These collaborations help both the brand and the influencer. 

People become more interested in purchasing the stuff that we wear and it helps the brand increase their sales. 

Do you use any software to help create content?

Yes,  there are many softwares that help me in creating content. 

Not all pictures can be uploaded without editing and no video can be uploaded without proper clip editing. 

How do you balance your online life with offline?

To be honest it's quite a task. Once you become famous it becomes really difficult to manage the two. Your personal life no longer remains personal and the people become interested in knowing you better.

For that you have to share many details online which you might not want to. Blogging leaves us with no time and it's really hard to have a personal life. People get attracted to your profile when you share personal knowledge with them. Honestly it takes a lot be a blogger. 

Which influencers inspire you and look up to?

There is no doubt in this one. The influencer that inspires me the most is Santoshi Shetty.

If you could work with any brand, who would that be?

Surely Nike and Addidas and so many more brands as such. 

Tell us something about you that people might not know?

The life of a blogger is like an open book. We have nothing to hide from the audience. One thing that people don't know about me as a person is that I don't like putting on makeup but our job profile we need to put it on and there is no other feeling than getting off makeup after you are done with a shoot. I am also a crazy, fun loving,  person. 

What’s your favourite social platform and why?

My favourite  platform is instagram as it gives more opportunities Tu us bloggers. It helps us build more audience. 

Where do you want to take your career as an Influencer?

In the the near future I want myself to have a bright future in blogging as well as I want to try my hand at acting. These two things are something I want in life and as an influencer I want myself to be a well known blogger. 

I hope I will be able to manage the two simultaneously.

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"We’ve seen so many people classing themselves as ‘influencers’ and trying to build a career from it for the wrong reasons"

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"We’ve seen so many people classing themselves as ‘influencers’ and trying to build a career from it for the wrong reasons"

Today, we caught up with Charlie and Lauren, originally from the UK, but now living life on the road, sharing their adventures with their ever growing and evolving audience. We discuss important topics within influencer marketing and where they want to take their career! Check out the blog below!

 
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Could you tell us a little bit about your background and how you started to build a following?

What a lot of people don’t know, is that Wanderers & Warriors actually began as a clothing brand…

After arriving home from our separate travels, we found ourselves brainstorming ideas of how we could create something of our own. Something that we’d be both proud of and passionate about…oh, and of course it had to be travel related. So after a lot of late nights and screwed up pieces of paper, Wanderers & Warriors clothing was born.

Our platform grew and our sales increased and before we knew it, it was time for us to pack back up and head out again. As much as it was exciting to be getting back on the road, it was a bittersweet feeling knowing we’d have to close the store temporarily.

So on 1st June 2017 we switched the store to our own personal adventures and the rest is history…

Is this something you do full-time?

 Yes, we know work online full time through our blog and social media platforms.

What sort of content do you create and what content works best with your audience?

Our content is based on us travelling as a couple, so whether its tours, destinations or cute photos that is what we aim for.

What would you define Influencer Marketing as?

For us, influencer marketing is using our knowledge of what people will like and advertising to them in an honest and trustworthy way.

What brands have you worked with so far? How was it?

We’ve worked with the big brands such as Daniel Wellington and Cluse to smaller companies such as Cordalife and local t-shirt brands. We love building up a relationship with a company that believes in us and that we’re passionate about! For us, our main importance is to stay true and only market products that we would use ourselves.

How do you think Influencer Marketing will evolve over the next 12 months?

Who knows. This social media run world is changing every day but what’s interesting is seeing careers appear that weren’t known of years ago. Now the big companies are employing talents through social media and recognising them for their hard work and skills which is good to see.

How has the Influencer world evolved since you began?

For us, even just in the last year, we’ve seen so many people classing themselves as ‘influencers’ and trying to build a career from it for the wrong reasons. Becoming an influencer should come as a by-product of doing something you love and are passionate about.

How do you feel brands are working with Influencers?

 A lot of brands do a great job or working with influencers and making it a mutually beneficial experience. It seems to be getting a lot more recognised as a legit way of advertising!

Have you seen any brands that you feel are doing great work with Influencers?

A lot of the female fashion brands seem to be doing the best jobs of using larger influencers to their benefits. Companies such as Spell Byron Bay and Faithfull The Brand are forever popping up in our feeds being represented by travel influencers which makes sense.

Do you use any software to help create content?

We live on Lightroom. Lauren spends hours editing photos to get the best colours, lighting and to make sure our photos inspire and impact our followers.

How do you balance your online life with offline?

 We’ve managed to schedule work time and play time pretty well now. For us going out and shooting content is the fun part then we edit the same day and plan our posts ahead so we don’t have to work constantly.

Which influencers inspire you and look up to?

 Of course in the travel industry Jack Morris (@doyoutravel) and Lauren Bullen (@gypsea_lust) are the top guys that I’m sure every travel influencer looks up to. They paved the way for influencers like ourselves to realise what’s possible.

If you could work with any brand, who would that be?

For Lauren, it would have to be Peppermayo or Asos and for Charlie probably like a Topman or Urban Outfitters.

Tell us something about you that people might not know?

Haha ok, so Lauren only has one Kidney! And Charlie was born on narrowboat! How’s that?

What’s your favourite social platform and why?

It has to be Instagram. Instagram is our baby and the platform that’s given us the opportunities plus it just seems so sleek and easy to use. Everyone we see in public is always scrolling Insta.

Where do you want to take your career as an Influencer?

For us, of course, we have huge ambitions to take over the world but realistically as long as we can continue to travel the world together, that’s all we really want from life.

 

 

 

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