The Optimization of Influencer Marketing & Beyond
The Optimization of Influencer Marketing & Beyond Webinar held on February 9th, 2021 was very fascinating and showed multiple points of view on influencer marketing. The three panelists each had very different roles within the industry. Justin Cohen advises and manages various influencers who are working with companies to promote their products. He looks at research and data to make the best decisions and guide these influencers through their collaboration with these companies. Alyssa Fallon is the Senior Manager of Growth and Optimization at Branded Entertainment Network. She works with influencers to optimize their marketing campaigns by using AI technology, data, and analytics. Sarah Hamel-Smith is an Instagram influencer who focuses on inspiring plus sized women, promoting brands and products, and spreading positivity to her audience.
These panelists were very interesting to listen to because they all had great insights from different perspectives within the same industry. They spoke about different platforms an influencer could use and why, how to respond to certain types of feedback, how to look at research and data to optimize a campaign, and how different influencers can create an authentic presence on social media. I learned how much thought and analysis goes into every brand deal, instagram story, or partnership. There are so many people who work on the front and back end of every post and aim to make it be successful in reaching a wide audience. Although I am not looking to have a marketing career, and definitely not going to be an Instagram influencer any time soon, this webinar taught me about all the work that goes into influencer presence and content. Also, it showed me how data and analytics (something I am very passionate about) has yet another place in an industry I didn’t realize it had before. It opens me up to new opportunities I didn’t know I had, like maybe looking at analytics and patterns to work with influencers to improve their presence, or companies to promote a product through this type of marketing. I definitely have seen influencer marketing on the rise recently, and would love to have the opportunity to explore more within the field.