Mia Fileman 0:05
This is Got Marketing? – a fud-free, fluff-free, no-nonsense podcast for marketers looking to work smarter.
I’m your host, Mia Fileman – a marketing strategist with over two decades of experience, and an entrepreneur.
I’m tired of marketers telling you what you want to hear. Instead, I tell you what you need to hear. During the show, I chat with creatives and strategists about all the aspects of marketing, but especially marketing campaigns. Unpacking and dissecting marketing campaigns is what I do for fun.
Got Marketing? is brought to you by Campaign Del Mar – the marketing education platform where marketers and entrepreneurs go to upskill.
Let’s dive in, shall we?
Hello, friends! Welcome back to the Got Marketing? Podcast.
The pandemic has served as a catalyst for influencers’ growing role in brand marketing. In industries such as beauty and fashion, influencers have become so omnipresent that not having an influencer marketing strategy may leave you left behind.
Today on the show, we will discuss influencer marketing campaigns and showcase how smaller brands have been able to use influencer marketing to propel their brands.
Joining me on the show today is Tayler Rossetti. She is the Campaign Manager at Oraco Agency located on the Mornington Peninsula. Oraco specialise in branding and communications.
Tayler has been working in the marketing industry for over ten years. During this time, she has gained valuable experience in a range of different areas, including skincare, healthcare, and toys.
Welcome to the show, Tayler!
Tayler Rossetti 1:56
Thank you for having me! It’s really exciting to be here.
Mia Fileman 2:00
Now, tell me, are we popping your podcast cherry? Is this what we’re doing?
Tayler Rossetti 2:04
Yes, you are, so please be kind.
Mia Fileman 2:08
I am so kind! It’s like brand value number one.
Tayler Rossetti 2:14
Yes, kindness. I agree – 100 percent.
Mia Fileman 2:17
Awesome. Well, I am actually so excited that you’re here. I think you’re a flipping legend. I heard you deliver a masterclass. I was like, “This chick knows her ship!” It’s an absolute pleasure.
Tayler Rossetti 2:31
Thank you! I know, and I’m so glad you didn’t tell me who you were or what you did until I finished presenting that masterclass and then you were like, “Yes, this is who I am.” I was like, “Holy shit! You’re a big deal!” It was really flattering for me – for you to compliment me on that and then also for you to invite me here on this podcast today.
Mia Fileman 2:52
I have you fooled. I’m not a big deal.
Tayler Rossetti 2:55
You’re good at it. Whatever you’re doing, keep it up.
Mia Fileman 2:58
Thank you.
All right. Let’s get stuck in for it today.
I’d really like to start by talking about the meteoric rise in influencer marketing. Could you talk us through some of the key stats around this?
Tayler Rossetti 3:13
Yes.
When I started doing really deep research around this, I pulled out a lot of different pieces of information, but I thought something that was really interesting to highlight definitely comes off the back of what happened recently when it came to ASIC cracking down on financial influencers – or “finfluencers” – promoting certain financial topics or products or providing really deep recommendations that potentially they’re not in the right position to actually do or promote if they’re not a financial expert in that particular area.
ASIC did a bunch of research around this to support the policy that they did implement. They came out in 2021 and found that about 33 percent of 18- to 21-year-olds follow at least one financial influencer on social media which doesn’t sound like a lot but, if you are following them, potentially, it’s probably more than one. You’re just mindfully scrolling. These people are going to appear on your feed, and you will actually retain some of this information without realising it subconsciously.
They also found that a further 64 percent of young people reported actually changing at least one of their financial behaviours as a result of following these finfluencers. I thought that was really interesting.
Again, like I said, it’s something that you do almost mindlessly, but you’re actually absorbing this information, so I think this is a great start or piece of information to reflect how influential influencers can actually be without people realising it because they’ve become a part of our every day.
Mia Fileman 4:53
They certainly have.
I love that term “finfluencer.” Marketers just love coming up with new terms for things, right?
Tayler Rossetti 5:04
Yes, they do.
Mia Fileman 5:05
In the finfluencer category, of course, the name that comes to mind is Victoria Devine – She’s on the Money. She’s an absolute flipping legend. She is such a wealth of information for young people and really brings those truth bombs, I think.
Tayler Rossetti 5:24
Yes, absolutely. I think that’s a good point what you’re saying. I think you need to be able to do really in-depth research and be really clear about what it is you are saying because, like you said, young people do look up to people, and we do listen to She’s on the Money. Quite a few girls that I work with love that podcast.
I don’t think influencers realise potentially sometimes the level of power that they have. And then, I think, on the other hand, a lot of them do. I think it’s up to the audience or the viewers’ discretion to try and filter that information, but I think this is where people or industry bodies – like ASIC or the TGA – are trying to come out and implement these policies to try and filter some of that information as well.
Mia Fileman 6:09
Yes, certainly.
Is influencer marketing working? What’s the ROI for brands on this?
Tayler Rossetti 6:16
Definitely.
I guess a piece of information that I did find again in a bunch of different studies. There are a lot of businesses out there who are doing this research constantly. One of the pieces of information I found is that businesses are making approximately $5.78 return on investment for every one dollar spent on influencer marketing which is huge.
In something like my role as a campaign manager, you don’t always have a huge budget to dedicate towards campaigns or marketing activities. If you can justify it with working with X amount of influencers, you’d be spending a lot less versus running one print ad in a really premium magazine for the same cost.
Mia Fileman 7:00
It’s huge! That’s a huge ROI. I saw that stat and I was like, “I quickly need to find an influencer that I can partner with for Campaign Del Mar,” because that sounds really compelling.
Tayler Rossetti 7:16
It definitely does.
I think the beauty as well of influencer marketing is a lot of it is online. It’s digital. It’s easy to track. You’ve got all these insights at your fingertips. It’s a no-brainer, I think. For anyone wanting to do marketing, you can track and follow the results from go to whoa. I think it’s incredible.
Mia Fileman 7:36
I don’t know if it’s a no-brainer, though. I’ve had a lot of my customers – who are predominantly small- to medium-sized organisations – say that they have felt very burnt by working with influencers. In fairness, I feel that this really came down to a breakdown in communication and that the brand and the influencer didn’t properly agree and have an agreement and come to terms. However, it is risky, right?
Tayler Rossetti 8:07
Absolutely. I think it’s really important to remember that influencers are people as well. I feel like because it is such a big culture and a big trend now, and I think – yes, like I said – it is a no-brainer. Maybe for me it is probably because I’ve had that experience with working with influencers, but like you’re saying, this may be something new that people are investing in or considering.
I think it’s really important to keep in mind that influencers are people. They are not robots. Things aren’t going to be perfect. You do need to relinquish a little bit of control when it comes to partnering with an influencer. I think there is that fear there.
But I think – like you said – there needs to be that clarity. Is this relationship authentic? Does this influencer align with my brand and my values? Are they someone who will advocate for my brand and also speak to those same values as well?
Yes, there is going to be that risk there. As long as you’re clear upfront with what it is you’re expecting and that you’re both on the same page, then usually you can get quite a good result – sometimes, better than what you originally expected.
Mia Fileman 9:18
Yes, and I’ve said this to everyone – people do not work with an influencer unless you have an agreement. I know that sounds obvious, but it’s incredible how many people don’t do it.
There are a lot of assumptions around what they expect influencers are going to deliver. “Well, I sent her products. Of course, I was expecting!” I’m like, “But not all influencers follow the same rulebook. Some of them will happily post for free. Some of them will happily post for a million dollars.” Don’t assume; actually, get it in writing, for sure.
In terms of the risk factor, sure, it’s risky. Marketing is risky. Business is risky. But I know one thing for sure – playing it safe is the riskiest strategy of all because you are guaranteed that people are going to scroll past your content. I feel like, if you are risk-averse, maybe business is probably not the best for you.
Tayler Rossetti 10:23
Absolutely.
I think staying ahead of the curve, following trends, you need to grow and adapt with your audience. People grow and change, and so should your business because how else are you going to relate to your audience? You need to be able to deliver content that is digestible for them and that appeals to them.
If that’s where your audience is sitting – on Instagram or Facebook or YouTube and they’re watching influencers – then that’s where you need to be. You need to be present. Otherwise, you’re going to be left behind.
Mia Fileman 10:55
Totally.
The other thing about influencers that people often overlook is that influencers are actually content creators. They are creating the content, and it is really good content because they know how to use these social media platforms really well. They’re very confident on camera. They know how to edit these 30- to 60-second reels and TikTok videos. Their content is very authentic.
I think this speaks to why influencer marketing has taken off in the last couple of years because they are creating better content than some of the brands. Would you agree with that, Tayler?
Tayler Rossetti 11:38
Yes, absolutely.
Again, it comes back to that control thing. As a brand, you have an idea of how you want to look, and you have an idea of how you want to design your content and how it wants to be projected to the public. I think the keyword here is collaboration. When you collaborate with an influencer, I feel like – and in my experience – they tend to draw out something from your brand that maybe you hadn’t considered before.
Nine times out of ten, if I give them a brief, they will produce something that’s even better than what I had imagined. “Wow! I didn’t consider my product could be perceived in that particular point of view.” Yes, I think it’s about collaborating and definitely sharing that creativity together.
Mia Fileman 12:24
Certainly.
Let’s talk about our favourite things – campaigns.
What exactly is an influencer marketing campaign?
Tayler Rossetti 12:33
In my mind, or in my experience, an influencer campaign is when you use an influencer – or you partner with an influencer – to be the face of your campaign. Usually, an influencer has a follower base or a certain level of engagement that, as a brand, you want to be a part of that.
Similar to working with a magazine, for example, you know they have a brand. They have a level of circulation. It’s the same thing. With an influencer, you want to partner with them for your campaign to help bolster or elevate whatever message or item or service that you’re trying to promote through that campaign.
Mia Fileman 13:14
I love that. That’s such a great definition. I think that that’s a really succinct way to explain it.
Let’s look at some examples. What are some of your notable favourites? More business examples.
Tayler Rossetti 13:28
Yes, one of the examples that I really, really love is the brand Love Luna. They create period panties. It was around 2019. Actually, at the time, I was working at another business called UPI. They were launching a vitamin brand called BetterYou. We actually partnered with Emmylou to help support our brand. At the same time, Love Luna were also partnering with Emmy Lou. I thought it was an incredible partnership.
Essentially, it was a brand awareness campaign. They partnered with Emmylou, and they did an Instagram post – basically, just doing a callout to everyday women in Melbourne. “We’re running a photoshoot with Emmylou Loves at this studio at this time. If you want to be a part of it, comment below.” This particular post got over 800 comments which is an incredible feat for a smaller business at the time.
They did this photoshoot with everyday women. Emmylou Loves was the spearhead and the face of this photoshoot. It was incredible. It really struck a chord with me because, as an everyday woman, I loved seeing real women on my Instagram feed wearing period undies, talking about stuff that we all go through, and they looked real.
I think Emmylou Loves at the time was at the peak of her career where she just launched this new TV series on SBS. As part of that, Love Luna had a TV commercial featuring Emmylou as well. They looped it up with an awesome giveaway on the Instagram platform as well.
I think Emmylou actually was interviewed around this time and she said she did a post about Love Luna just on her Instagram stories. Within two days, it was across a weekend, Love Luna saw a 40-percent increase in their sales over that weekend specifically.
You could tell already that that partnership was an incredible alignment, incredible collaboration because Emmylou was a reflection of their target audience and her following on her own social were the right people who then obviously went across to Love Luna and started following their socials, started purchasing their products, and it was a bit of a multi-platform partnership and campaign as well.
Overall, it was incredible.
Mia Fileman 15:53
I love this so much, especially because it was so integrated which is for me what makes it a campaign – the fact that it wasn’t just a couple of posts on social media going, “Oh, that didn’t work!” Of course, it didn’t work! People don’t take action from seeing something once.
There was a multi-pronged approach to your point, Tayler. There was the TVC. There was the content that came out of the shoot. There was the shoot itself which is a little bit of an event or an activation. Then it was the giveaway, the teasing, all of it played a role. It was bringing all of those elements together that made it the symphony.
Tayler Rossetti 16:32
Yes, absolutely.
You know what? After seeing all of that, I went and bought a couple of pairs of Love Luna period panties, and I still wear them to this day, so it worked.
Mia Fileman 16:42
Hey, babe. That’s the plight of marketers. When you see good marketing, you go out and you buy the product.
I’m obsessed with this brand called LNDR which is an athleisure brand. I do not need any more workout gear, but their marketing is so fire that I have spent hundreds of dollars just because – I’m sorry – I tip my hat to the marketing.
Tayler Rossetti 17:08
Yes, isn’t it funny? I do the same thing sometimes and I don’t know why. You feel like you can see right through it when something is bullshit. You’re like, “No, that’s bullshit. I’m not purchasing that product. I’m not supporting that business.” Other ones, for you, activewear; for me, period panties. I’m like, “I love that. Yes, I’m going to support you and go buy more of these undies. Who cares?”
Mia Fileman 17:30
Absolutely.
All right. Do you have another example? I love examples.
Tayler Rossetti 17:35
Yes.
Bondi Blades. Have you tried dermaplaning?
Mia Fileman 17:41
No. What is this?
Tayler Rossetti 17:43
Oh, my god. It’s super satisfying.
Essentially, it’s like this really slick little facial blade for women. It’s almost like removing all the dead skin and extra hair off your face. It’s kind of gross but really satisfying at the same time.
Bondi Blades really took off around May 2020. I’m based in Melbourne. Obviously, COVID was a really, really big deal. We all went into lockdown. I think it impacted the whole nation in the same way.
Ali Clarke – who actually created this brand – started investing in a little bit of content on TikTok. I don’t know about you, but prior to COVID, I didn’t really use TikTok. When lockdown happened, I was on TikTok all the time because there was not much else to do. I actually got served a few of these particular ads by Bondi Blades. The content was great.
Essentially, I think they started with some more micro or nano influencers to create content and actually explain how to use the product – just demonstrate it, make it really fun and quirky on a little TikTok video with some trending music – and I was onboard.
Throughout that time, I think it was such a perfect combination because everyone was sitting at home. We couldn’t control anything, but we could pick at our face. We could dye our hair. We could do those things. It actually worked really, really well in Bondi Blades’ favour.
You could see over time that the product popularity grew. You could see across their socials as well. Their following is huge now. Then, they started aligning themselves with bigger influencers – like, Lizzie Sobinoff from MAFS, Melanie (19:25 unclear) the beauty vlogger. They’ve got some really big names now.
If you’re scrolling through their grid and you’re seeing people who are aspirational, of course, you’re going to look at that. It’s going to get your attention. “Do I need to dermaplane? What is this? Am I missing out?”
Overall, I think it was a great opportunity. I think it was just the timing lends itself really nicely as well to this particular influencer campaign of growing a brand.
Mia Fileman 19:50
So many lessons to take out of that example.
First of all, timing is everything in marketing. It can make or break your campaign – great.
The second thing to take out of there is that, if you are thinking about starting an influencer marketing campaign or starting to experiment with influencer marketing, maybe don’t go to someone who’s already a huge catch. Start playing with a micro influencer and figure it out. Just dip your toes in the water and not spend all of your money on a massive influencer until you gain experience in this.
I absolutely love that example.
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Can I just make a comment about TikTok?
Tayler Rossetti 21:12
Yes, do it.
Mia Fileman 21:13
Yes, thanks. This is going to be one of those Mia rants.
Marketers – like you and I – are proven and statistically shown to jump on these platforms earlier than everyone else because we work on them, right? Of course, we’re on Tiktok, and we’re on Clubhouse, and we’re on Twitter and everything, but that is not representative of the target audience.
What happens is we get on TikTok, we think it’s great, and so we think that all of our customers or our clients should be on Tiktok too whereas, actually, in fact, 25 percent of Twitter’s audience are under 19. If 25 percent of your audience are not under 19, you do not need to be on TikTok yet. Did I say Twitter? I meant TikTok.
Tayler Rossetti 22:04
Yes.
Mia Fileman 22:04
Marketers need to remember that they are not the target market.
Tayler Rossetti 22:13
Yes.
Mia Fileman 22:13
Rant over.
Tayler Rossetti 22:14
I think you’re very right.
I’m really the opposite. If I’m not sure of a particular platform, or if I’m hesitant, that’s the last thing I would recommend to any of my clients.
Until I know my shit and I really know that platform and I’m familiar with it, then I will absolutely confidently speak to specific clients and say, “This is great for you.”
Actually, in the last two years, a lot of them I’ve said, “No, you don’t need to be on TikTok. It’s a waste of your money. It’s a waste of your time. You’re better off sitting on Facebook. You’re better off having videos on YouTube.” Wherever it is, you’re right. I don’t think you need to be on every single platform. Don’t make your life harder. Make it easier. Pick one or two and start there.
I think this worked for Ali Clarke for Bondi Blades. She did a webinar. I watched it last year. It was around TikTok. She started on TikTok. That was the first platform she tried, and she said, honestly, “I had no idea how to use the platform. I just trialled a few videos,” and it worked for her. Again, I think it’s all about trial and error. If it doesn’t work, that’s fine. Try something else.
Mia Fileman 23:21
Certainly.
Also, give it a good crack. Don’t just try for a week and be like, “Oh. I don’t have 5,000 followers. Obviously, not for me.” When we say try, we mean properly try. Try it for six weeks.
Tayler Rossetti 23:39
Yes, that’s the most frustrating thing, I think – when people are like, “I didn’t get results. Why? It’s been 24 hours.” I’m like, “Because it’s been 24 hours.”
You can’t expect to go to a person on the street and be like, “Hey! Purchase my product.” That’s not how it works. It’s a relationship. You need to foster and build these things up. This is where influencers come into that.
Once you’ve built that brand foundation, great! Partner with an influencer that’s an authentic connection with your brand and they will be an advocate for your product and for your brand. People are more likely to listen to them than you. I know that might be a little bit offensive, but it’s true.
Mia Fileman 24:18
They’re called influencers because they have influence.
Tayler Rossetti 24:23
Mind blown.
Mia Fileman 24:25
How do brands get started with influencer marketing? If you’ve never done this before, what’s step one, two, three?
Tayler Rossetti 24:33
I think I’ve talked about it a lot, but I really think it’s so important to highlight authenticity. I think, originally, working with influencers was this glossy, shiny thing that you did to make your brand look really schmick and popular and cool. That’s not what it’s about anymore. I think people really see through that.
It’s all about connecting with someone who is authentically invested in your brand. If you’re a vegan company, for example, you wouldn’t go and partner with someone who’s a big foodie and who tries all sorts of different food and promotes meat or an epic barbecue place. That’s great if that’s what you’re into.
As a brand, if you’re advocating and you’re promoting being a vegan, align with someone who has those same values as you. Otherwise, that control that we’ve been talking about relinquishing, it’s going to be even worse. No matter how detailed your brief is, your influencer is going to promote something that’s authentic and real to them. I think that’s really important.
Mia Fileman 25:34
I certainly agree. Absolutely.
I also think we need to redefine who an influencer is. Like you said earlier, Tayler, there is this misconception that all influencers are these incredible-looking 22-year-olds doing yoga in their underpants. That’s not necessarily true.
Thought leaders can be influencers. Business owners can be influencers. It’s whoever in your industry or your niche who has influence and who has been able to build community and build trust with an audience.
Think beyond the traditional travel influencer. Perhaps there’s someone trailblazing in your industry that fits that definition. They are potentially an influencer. They might not even call themselves an influencer.
Tayler Rossetti 26:35
Yes, and I think that’s really true.
I’m working right now with a friend of mine. He’s actually a dad from childcare, but he’s got his own Instagram profile. I don’t think he realised he was an influencer until I befriended him, and he showed me his Instagram profile. I was like, “This could actually be something. You have something to offer that a lot of dads out there are probably missing.”
Exactly. It can be someone – like you said – you meet on the street and you’re like, “You actually have a niche that people will listen to you, so go for it.”
Mia Fileman 27:13
Watch out, world! Tayler is now an influencer manager! Awesome!
Tayler Rossetti 27:18
Please don’t tell people that, no.
Mia Fileman 27:21
Please brief them. This is something that I teach my customers which is not sexy in the slightest. No one gets excited about learning how to properly brief a third-party supplier or a potential collaboration partner or a potential influencer. It’s not like, “Put this on the box.” But it’s so important.
If you reach out to an influencer and you make their lives so easy by sending them a quality brief that says, “This is my business. This is the vision. These are my values. This is what I’m trying to achieve. This is my timeframe. This is my budget. This is some of the imagery,” an influencer is going to look at this and go, “I’ve got everything that I need. I don’t need to go 100 times back and forth, asking questions, teasing out the brief – all of which is unpaid, mind you – and I can get stuck into quoting you for this.”
I’m sure you’ve experienced this before, but I’ve been able to work with influencers – but also photographers, videographers – who have been full, who have been like, “No, we can’t. We don’t have anymore time.” But because I’ve sent them a killer brief, they’re like, “You know what? You have made this so easy for me that we actually can jump through all of these normal obstacles and just book the shoot date and get this done, and I know that it’s going to be easy to work with you.”
Be a good client!
Tayler Rossetti 28:57
Yes, and this is true.
I think we focus so much on the end product of what the influencer is going to create and how that looks to your audience. But, as a brand and as a business, again, like you said, you are representing yourself to an influencer, so if you’re someone that they don’t want to work with and you haven’t made their life easy, they will talk about it with their community and their other influencer friends. You’ve got to keep that in mind as well.
Absolutely. I think that’s a really good point, Mia.
Mia Fileman 29:25
What if it doesn’t go completely perfectly?
This is definitely the exception and not the rule. I think it was last year, but JSHealth had a huge scandal with one of their influencers. It was Nadia Bartel who somehow managed to share an Instagram story to her feed of her snorting a white powder off some K-Mart plates.
Now, the K-Mart plates is an essential component to this story because it’s what made the story go viral. Everyone found the fact that she was snorting whatever she was snorting off the K-Mart plates hilarious.
As a result, this story got picked up by every news outlet, Channel 7, all the advertising publications. Of course, this is going to have very negative blowback – pardon the pun – on any of the brands that she represented, including JS Health Vitamins who she was presently running a campaign with.
What do you do then?
Tayler Rossetti 30:43
God, go to K-Mart and buy some plates?
You’re right. I think this was a really unfortunate occurrence across all fronts, but this is the risk you take when working with influencers. Again, you don’t have that control, but you are working or partnering with people who are meant to be a representative or an extension of your brand.
I think JSHealth – or Jessica Sepel –handled it incredibly well. I think they were really diplomatic about it. They released an Instagram post or a social media post addressing it. They didn’t actually directly name Nadia Bartel or point any fingers, but they just said, “This unfortunate occurrence has happened. In this instance, we are now going to part ways with this particular individual and move on.”
JSHealth can’t really do much else, I think, in that instance. It’s unfortunate that it was someone like Nadia Bartel. She is a hot topic. She is easy news. People are going to pick that up and talk about it.
But, again, like I said earlier, influencers are human. These things happen. I’m not supporting the behaviour. I’m not supporting that at all, but I think we need to be understanding that everyone makes mistakes. Again, this is a risk you take.
Essentially, have a plan in place. You need to have this in the back of your mind. You don’t just go ahead and run forward and work with influencers. Keep in mind that these things can happen. This can potentially negatively affect your brand. It’s a real reflection on how you respond and how you manage it moving forward.
I think that’s the real poignant part for any brand. If you just disregard it and act like nothing has happened, I don’t think that’s the best way forward. I think you need to tackle it head on, but be diplomatic and respectful about it, definitely.
Mia Fileman 32:34
Shit’s always going to go down. It’s all about how you handle it.
I completely agree that this was well handled.
All right. Final question. What are top tips from your experience of working with influencers that you can share with the listeners?
Tayler Rossetti 32:50
Top tip one would be don’t look at an influencer’s following. Don’t look at that number. I know it’s something we talk about a lot, but I feel like it’s something that still comes up, particularly with people who probably aren’t as well-versed in the social media and influencer space. Just because I have 10 million followers doesn’t mean they have real influence.
I highly recommend looking at their engagement rate. There are free online engagement calculators that you can type into Google, and they will come up. You can then pp in the influencer’s handle and it will actually generate and engagement rate.
Essentially, that is a reflection of an approximate amount of comments and likes that each influencer’s post will get or receive, and that’s a reflection of how loyal their following is. Again, you can buy followers, but that doesn’t mean that they’re actually commenting and liking and actually digesting your content.
Engagement rate is more important than following – 100 percent.
Another tip would be authenticity. I know I keep saying it, but don’t just partner with someone because they’re really huge or they’re a really big deal and they’re big and shiny. That doesn’t mean anything if they’re not aligned with your brand.
Work with people who are invested in what you’re about. I think that’s really unveiled, Mia. Like you said earlier, when you’re briefing the influencer, something that I always do is I’ll always reach out via DM or email and say, “Hey! I’ve got this campaign. I’d love to chat to you more about it. Are you interested?”
Usually, it’s then when I’ll have a phone call or a Zoom chat with them and we actually talk about what the campaign is, and you can gauge straight away - usually, if it’s a video call, by their face – if they’re actually interested or not.
Definitely talk to them or their people. They’re not scary celebrities. They’re real people. Just talk to them about it and see if there is a real genuine connection there.
Mia Fileman 34:41
Great, great, great advice!
The only other thing I want to add to this is that, just like all of your marketing, you should not be putting all of your eggs into one basket.
When I was working at L'Oréal and when I was in agency land, we worked with up to 25 influencers at a time because you actually don’t know how well it’s going to go, so you spread your risk across different influencers. You’re like, “She was the wildcard. Didn’t realise it was going to go so well, but with this particular campaign or this particular launch, she was the standout performer.”
Like our marketing channels, you don’t want to be overinvesting in one channel because then you’ve got all those eggs in one basket.
Tayler Rossetti 35:30
Yes, absolutely. I agree – 100 percent.
Again, have that varied level of engagement, following, types of people, gender, values. Mix it up so you’ve got that broad reach as well.
Mia Fileman 35:42
Amazing.
Well, this was such a high-value chat. Thank you so much, Tayler! It was great! I’m very surprised that this is your first podcast episode. Well done!
Tayler Rossetti 35:53
Thanks for having me! I think you can tell; I love talking about influencers. You’ve definitely got me comfortable real quick. Thank you, Mia.
Mia Fileman 36:01
Amazing.
I’ll put your contact details in the show notes. Thank you again. It’s been such a pleasure.
Tayler Rossetti 36:08
Thank you!
Mia Fileman 36:10
Thank you!
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Podcast reviews are like warm hugs. They’re also the best way to support a small business. You can also connect with me, Mia Fileman, on Instagram or LinkedIn. Feel free to send me a message! I’m super friendly.
