ARF Salon Series: How much Should Marketing be Influenced by Influencers?

After checking into the building and receiving a badge at the first of the Salon Series at the ARF, guests were allowed to mingle via a cocktail reception which quickly put people at ease. After about a half hour of this, the doors opened revealing a large room with our guests at the ready. The lineup included industry professionals: Edward Wong (SVP Research & Insights Buzzfeed), Essence Gant (Sr. Beauty Editor Buzzfeed), Oliver Yonchev (Managing Director, Social Chain), Christie Childers (Influence Relationships Manager, Social Chain), and Alexandra “Lex” Dieck (Influencer, Lexicon of Style).  The panel was moderated by ARF’s own president and CEO, Scott McDonald, who asked challenging questions focused on the industry’s credibility and advantages.

Edwin Wong pointed out early on in his explanation of what influencer marketing is today, that it is not a one-way street from content creator to consumer. He explains out how the landscape has “shifted from just aspiration, to a cultivation of acceptance and activation” in the form of a niche micro influence.  He then suggests to the crowd that something that’s just aspirational is just dreaming, and that the real goal is to achieve something of an achievable melting pot that includes “accessibility and authenticity.”

Further speaking on the need to go deeper than just aspiring, Mr. Wong throws out a figure: “You would need a spare $35,000 to reach the level of a fashion influencer.”

Oliver Yonchev from Social Chain takes us through guiding principles that hint at success in marketing, a list including:

1. Having a deep understanding and respect for human psychology.
2. Having a deep understanding of social channels and their constant algorithmic changes.
3. The relevance and the right time.
4. How to distribute your message and how to employ influential voices.

• “Use influencers to talk about the product in their own way, interpreting your message” (which to my understanding was a powerful highlight as in using this method one could expect that particular audience as consuming the message in a more seamless manner)

Yonchev also reveals how the industry faces pressure, as more and more people are “rejecting the perfect picture” - which sounded similar in regards to what Wong had spoken about in terms of the value of authenticity today.  Software solutions are being used to validate influencer metrics to protect brands from being cheated in response to this fervor. Yonchev explains the importance of one particular set of metrics: engagement, which wasn’t able to be fabricated up until recently. In response he explains how his company came up with their own software called “Likewise,” for validation. 

 Lex and Christie await Scott McDonald's next question with anticipation.