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To Stand Out in Influence Marketing, Build Creative Partnerships, Says Takumi CEO Adam Williams

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“When you work with quality influencers, who have been vetted and you know they do good work, it can create a beautiful thing — quality product and marketing campaigns, ad sales, etcetera,” said Williams.

In 2019, experts say influencer marketing has shifted in a huge way — from simply partnering with the right content creators, to working and creating with talent, allowing them the freedom for creative interpretation.

During #SMWNYC, Chief Executive OfficerAdam Williams at Takumi, a U.K. based platform focused on brand engagement made easy, talked about “cutting through the noise” when it comes to influencer marketing.

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According to Takumi research, one in three consumers trust the recommendations of influencers on social media, feeling their endorsements are just as powerful as word-of-mouth from a friend.

When trust issues arise

In 2018, brands were focused all about the WHO — who to partner with, who their target audience was, and which influencers to follow, all the while wondering if they were the right fit for this partnership. If trust issues arose, Williams said, it was often because the wrong message was picked up by audiences, sometimes by the wrong influencer. (Let’s not forget 2017’s Kendall Jenner and Pepsi backlash).

“When you work with quality influencers, who have been vetted and you know they do good work, it can create a beautiful thing — quality product and marketing campaigns, ad sales, etcetera,” said Williams.

But when it comes to influencer marketing and partnerships, the mindset has shifted from who the story is about, to how brands can be working with influencers in more creative, evergreen ways.

Trust the influencer, because they understand their own audiences (their followers) better than anyone else.

Beware of #adfatigue: be creative

Takumi also shared practical tips when it comes to standing out among the competition:

  • Be collaborative — the closer you can get an influencer to the brand, the more creative content outcome you can get out of it. This also helps to build trust, keep things both personal and professional.
  • Be “bold with the brief — think inside the box. In this case, be as broad as possible, allowing the influencer to do what they do best, for a better outcome. Influencers are the unique creative experts of their field, and its a beautiful thing when the influencers and their audiences talk together.
  • Be strategic when it comes to influencer marketing – use their skills, artistry and talents, to build something together. Allow creative collaboration to happen, and bring influencers into the process.

“Define the who, don’t forget the how, and remember the why,” said Williams.

Get a copy of Takumi and YouGov’s influencer index at takumi.com/whitepaper.

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