Q: What are some emerging trends in influencer marketing? Micro-influencers are gaining traction for targeted campaigns with a specific niche and demographic. Although macro-influencers have a bigger general appeal and audience, they also cost more. The trend is leaning towards bigger influencers to attain widespread brand recognition; however, smaller brands are turning to micro-influencers for more tailored campaigns within their budget. This approach allows for more selective targeting and ensures engagement with potential customers. Q: What are some examples of the collaborations by OP talent? KSI vs. Logan Paul boxing rematch (opened mainstream doors for influencers) DanTDM’s worldwide tour (showcasing the reach of influencer events) Ali-A’s collaboration with Porsche (early example of influencer marketing success) Q: Are there any ethical considerations to be mindful of when you work with creators? Absolutely! OP Talent avoids promoting things like cryptocurrency or NFTs due to their complexity and potential risks. We prioritize brand safety and avoid deals that could negatively impact on creators’ credibility and the brand’s reputation. Q: How are creators changing culture? YouTubers are the new mainstream media. They are constantly accessible, creating a strong connection with their audience. This has shifted cultural trends due to the speed and accessibility of content. You don’t have to wait until Saturday afternoon to watch David Beckham in a football match or wait for the next Tom Cruise film in six months’ time to see him in the cinema. The Youtubers are always on.
Q: What is an influencer? I’m not keen on the term influencer, it’s been created by the media over the last few years. I prefer to call them creators or the talent. Influencers are creators who have a strong social media following and can influence their audience’s decisions. They are relatable compared to traditional celebrities. Q: What are some of the biggest challenges in managing creators? Educating brands about influencer marketing. Brands need to trust creators and allow their voice to come through in collaborations. It’s about finding the right fit for both brands and creators. There are also challenges protecting creators’ interests, keeping up with their evolving personal interests, and matching them with suitable brands. Q: How do you identify the right creators for a brand? OP Talent prioritises matching creators from our roster first. We consider demographics, interests, budget, and timing. The right influencer can create content that aligns with the brand message while staying true to their own style. If we can’t find the right match, we can also work with unsigned creators to find something that works for the brand. Q: Creators can drive social movement and activism. Do you see a greater role for them in this space? Influencers can amplify messages and discussions on social issues, but they need to be knowledgeable about the topic they’re commenting on. They can bring attention to a topic or help reach audiences that traditional media would struggle to engage. Q: What advice do you have for aspiring YouTubers and influencer managers? Content is key. Stay true to yourself and focus on quality content creation. Build a strong work ethic.
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