{"id":18394,"date":"2023-10-23T12:57:29","date_gmt":"2023-10-23T12:57:29","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/7-main-takeaways-on-influencer-marketing-from-awny-2023\/"},"modified":"2023-10-23T12:57:32","modified_gmt":"2023-10-23T12:57:32","slug":"7-main-takeaways-on-influencer-marketing-from-awny-2023","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=18394","title":{"rendered":"7 main takeaways on influencer marketing from AWNY 2023"},"content":{"rendered":"

<\/p>\n

\n

Creators\u2014and the people who work with them\u2014were in no short supply at this year\u2019s Advertising Week New York, proving once again that the $29 billion industry is a marketing staple.<\/p>\n

In fact, influencer marketing has become so popular that many brands are featuring creators in emails, commercials, and in out-of-home ads.<\/p>\n

\u201cI hear frequently that influencer marketing is the wild, wild West,\u201d Jenny Penich, SVP of North America and commercial at Influencer, said on one panel. \u201cThat\u2019s actually not the case.\u201d<\/p>\n

Below are some of the themes that dominated conversations on panels this year around influencers and creators at Advertising Week.<\/p>\n

Creative freedom:<\/strong> Nicole Sia, senior director and head of content and social marketing at DoorDash, said that a key part of her strategy has involved trusting creators to deliver their own brand of creativity. \u201cI just went after the dopest creators I could find. My FYP was my principal point of market research, and I said, \u2018Give them a hot bag. Let\u2019s see what they can do,\u2019\u201d she said. \u201cThis is a really good strategy. Feel free to steal it.\u201d<\/p>\n

Clarity: <\/strong>Andrew Banis, TikTok\u2019s head of creative operations in North America, said he would \u201cdefinitely encourage brands to share what your objectives are with your creators\u201d so they can take them into account when brainstorming ideas and creating content.<\/p>\n

In a panel with marketers from L\u2019Or\u00e9al, creator Anna Kai echoed that idea, saying brand goals can impact decisions as simple as whether to show the product in the first few seconds of a video: \u201cIf your end goal is to tap into my existing audience and make them watch the whole video, then I think it\u2019s probably not necessary,\u201d she said. \u201cBut if your end goal is paid amplification, then absolutely that makes sense.\u201d<\/p>\n

Control (and the need to release it):<\/strong> Creator Jose Rolon said that brands can harm relationships if they\u2019re too controlling: \u201cThe [brands] that pretty much write the script for you? That\u2019s the stuff that drives me nuts,\u201d he said. \u201cI backed out of a couple of them because it\u2019s not my voice, it\u2019s not what we stand for.\u201d<\/p>\n

It can also lead to decreased engagement compared to an influencer\u2019s regular posts, creator Chris Olsen noted: \u201cBrands can be a little confused as to, \u2018Okay, this was your engagement. Why didn\u2019t it perform as well?\u2019 And it\u2019s because it was such a departure from my personal brand,\u201d he said.<\/p>\n

\n
\n
Get marketing news you’ll actually want to read<\/h5>\n

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n

Collabs: <\/strong>Creator Haley Kalil called collabs \u201cthe bread and butter of how to grow as a creator.\u201d Citing Ed Sheeran\u2019s latest creator tour that she participated in, she said, \u201cHe\u2019s Ed Sheeran, but he\u2019s filming in my apartment; it just proves that there\u2019s something about content creation that everyone is leaning into because there\u2019s a power about it.\u201d She added that one of her favorite brand partnerships to date, CeraVe, was successful because it collaborated with her on a creative concept she was already posting about (in several of her videos, she jokes about appearing on billboards) and made it a reality.<\/p>\n

\u201cMy following sees that and goes, \u2018Oh wow, Haley achieved something that she wanted to achieve,\u2019 so of course the engagement in the post was much higher than if it was just like a plain piece of organic media,\u201d she said.<\/p>\n

Connection:<\/strong> According to Ben Jeffries, CEO of Influencer.com, comments are the \u201cunsung heroes of influencer marketing\u201d because they can indicate what viewers like and help dictate the tone of future activations.<\/p>\n

Julie Selig, head of brand engagement and integrated marketing at L\u2019Or\u00e9al, said the brand aims to reach people through content that feels \u201cmuch more raw\u201d and isn\u2019t as polished.<\/p>\n

Consideration:<\/strong> Christena Pyle, chief equity officer at Dentsu, emphasized the importance of addressing inequalities in influencer marketing urgently to avoid repeating existing issues. \u201cIn the creator economy, what\u2019s starting to happen is a lot of the issues that play out in the workplace are now in the marketplace, where there\u2019s a lack of representation, there\u2019s a lack of equity and fair pay.\u201d<\/p>\n

Competition:<\/strong> Keith Bendes, VP of marketing and strategy at Linqia, said brands should try to get ahead of opportunities to partner with creators before they start their own ventures (think Little Chonk and Chamberlain Coffee). \u201cThese creators are either going to be your competitors moving forward or your partners,\u201d he said. \u201cThere is no question.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Creators\u2014and the people who work with them\u2014were in no short supply at this year\u2019s Advertising Week New York, proving once again that the $29 billion industry is a marketing staple. In fact, influencer marketing has become so popular that many brands are featuring creators in emails, commercials, and in out-of-home ads. \u201cI hear frequently that […]<\/p>\n","protected":false},"author":1,"featured_media":18395,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-18394","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n7 main takeaways on influencer marketing from AWNY 2023 | Brandiary<\/title>\n<meta name=\"description\" content=\"Creators\u2014and the people who work with them\u2014were in no short supply at this year\u2019s Advertising Week New York, proving once again that the $29 billion\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=18394\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 main takeaways on influencer marketing from AWNY 2023 | Brandiary\" \/>\n<meta property=\"og:description\" content=\"Creators\u2014and the people who work with them\u2014were in no short supply at this year\u2019s Advertising Week New York, proving once again that the $29 billion\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=18394\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-23T12:57:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-23T12:57:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/10\/1698065850_fe4f9fbd78f3c949d6b63ddfe8594a63c8914dc5-1500x1000.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=18394#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=18394\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"7 main takeaways on influencer marketing from AWNY 2023\",\"datePublished\":\"2023-10-23T12:57:29+00:00\",\"dateModified\":\"2023-10-23T12:57:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=18394\"},\"wordCount\":798,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=18394#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=18394\",\"url\":\"https:\/\/mysourcefunding.com\/?p=18394\",\"name\":\"7 main takeaways on influencer marketing from AWNY 2023 | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2023-10-23T12:57:29+00:00\",\"dateModified\":\"2023-10-23T12:57:32+00:00\",\"description\":\"Creators\u2014and the people who work with them\u2014were in no short supply at this year\u2019s Advertising Week New York, proving once again that the $29 billion\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=18394#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=18394\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=18394#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"7 main takeaways on influencer marketing from AWNY 2023\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"7 main takeaways on influencer marketing from AWNY 2023 | Brandiary","description":"Creators\u2014and the people who work with them\u2014were in no short supply at this year\u2019s Advertising Week New York, proving once again that the $29 billion","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=18394","og_locale":"en_US","og_type":"article","og_title":"7 main takeaways on influencer marketing from AWNY 2023 | Brandiary","og_description":"Creators\u2014and the people who work with them\u2014were in no short supply at this year\u2019s Advertising Week New York, proving once again that the $29 billion","og_url":"https:\/\/mysourcefunding.com\/?p=18394","og_site_name":"Brandiary","article_published_time":"2023-10-23T12:57:29+00:00","article_modified_time":"2023-10-23T12:57:32+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/10\/1698065850_fe4f9fbd78f3c949d6b63ddfe8594a63c8914dc5-1500x1000.png","type":"image\/png"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=18394#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=18394"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"7 main takeaways on influencer marketing from AWNY 2023","datePublished":"2023-10-23T12:57:29+00:00","dateModified":"2023-10-23T12:57:32+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=18394"},"wordCount":798,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=18394#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=18394","url":"https:\/\/mysourcefunding.com\/?p=18394","name":"7 main takeaways on influencer marketing from AWNY 2023 | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2023-10-23T12:57:29+00:00","dateModified":"2023-10-23T12:57:32+00:00","description":"Creators\u2014and the people who work with them\u2014were in no short supply at this year\u2019s Advertising Week New York, proving once again that the $29 billion","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=18394#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=18394"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=18394#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"7 main takeaways on influencer marketing from AWNY 2023"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/18394","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=18394"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/18394\/revisions"}],"predecessor-version":[{"id":18396,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/18394\/revisions\/18396"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/18395"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=18394"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=18394"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=18394"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}