{"id":125757,"date":"2019-10-28T11:34:46","date_gmt":"2019-10-28T10:34:46","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=125757"},"modified":"2019-10-28T11:34:46","modified_gmt":"2019-10-28T10:34:46","slug":"ethics-pivot-tables-and-avoiding-the-terminator-6-lessons-from-the-influencer-marketing-show","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/ethics-pivot-tables-and-avoiding-the-terminator-6-lessons-from-the-influencer-marketing-show\/","title":{"rendered":"Ethics, pivot tables and avoiding the Terminator: 6 lessons from the Influencer Marketing Show"},"content":{"rendered":"

The panelists at this year\u2019s Influencer Marketing Show had a lot to say about the current state of the influencer industry and how it can be evolved going forward. Most of the advice revolved around brand values, making sure the influencers you\u2019re working with aren\u2019t \u2018jokers\u2019 (one speaker\u2019s take on Paul brothers, Aaron and Jake) and keeping things creative.<\/strong><\/p>\n

We attended as many sessions as possible to bring you the best tips from the world of influencer marketing.<\/p>\n

1. \u2018Avoid the hype cycle\u2019 of AI and \u2018get your pivot tables out\u2019
\nChristian Gladwell from M&C Saatchi Performance
\n<\/strong><\/span>When it comes to the ubiquitous yet amorphous promises of AI for the marketing and influencer industry, the advice during Christian Gladwell\u2019s The Power of People & AI: How Human Supervision Can Drive True Performance<\/a> was to work towards useful and meaningful automation in what he called the \u2018grey industry\u2019 of AI. Unregulated algorithms without human oversight could lead to a dark future (for example, a 2029 Los Angeles with The Terminator walking around kind of future, according to Christian). Christian\u2019s advice for avoiding this \u2013 pivot tables galore, and making use of human analysts to find data anomalies as they happen, to keep AI going in the right direction. A direction that isn\u2019t cyborg-Arnold-Schwarzenegger-shaped, ideally.<\/p>\n

2. \u2018Ignoring ethics is a ticking timebomb in terms of safety\u2019
\nScott Guthrie, strategic influencer marketing consultant
\n<\/strong><\/span>Self-regulation of the industry was a big theme with many of the speakers at this year\u2019s event, and something mentioned by Scott Guthrie a few times during his quick rundown of recent influencer controversies in A Question of Ethics: Why Producing Ethical Content is the Right Thing To Do<\/a>. Future fallout akin to vegan blogger Yovana Mendoza Ayres eating fish or all the things the Paul brothers (yup) have been doing over the last few years can be avoided if brands and agencies focus on ethics alongside exposure.<\/p>\n

3. \u2018The key to authentic influence is aligning with those key to your brand. Ask yourself the question \u2013 why do people follow them?\u2019\u00a0<\/strong>
\nAdanna David, creator
\n<\/strong>Authenticity is still what pays off for influencers, despite all the new technologies, virtual avatars and metrics being mooted at this year\u2019s show. Adanna, speaking on the panel for Re-defining Influencer<\/a>, highlighted an authentic connection as the true tool for producing the best work with brands and agencies. Pick the right influencer, whether macro or micro, for your campaign to make sure you\u2019ll be hitting the right audience.<\/p>\n

4. \u2018Instagram is not going anywhere soon\u2019<\/strong>
\nRob Eades, creator
\n<\/strong><\/span>Also discussing how influence is taking so many different forms, Rob assured the audience that Instagram will continue to be important. Relevance metrics, rather than ad metrics, is his bag to measure the impact and quality of his own work. And it\u2019s not just connecting with a following that makes Instagram important for influencers \u2013 artist and visual activist Alice Skinner said that every big job she\u2019s had has been through her DMs (bigger brands she\u2019s worked with include Benefit and Skinnydip), so get in touch.<\/p>\n

5. \u2018Remember you\u2019re working with real people. It\u2019s not a standardised media buy\u2019<\/strong>
\nLisa Targett, UK general manager at TRIBE
\n<\/strong><\/span>During the Creator and Branded Content: The Big Debate<\/a> panel, Lisa Targett advocated for careful consideration of influencer follower counts and full transparency from both sides when choosing who to work with. Despite some widely-publicised missteps from a few influencers in recent years \u2013 bought followers, unethical content, misrepresentation of beliefs \u2013 the message from the panel was that influencers, real people, are worth working with and are invaluable when you find the right fit.<\/p>\n

6. \u2018Sometimes in social you just have to go to your boss and say, \u201cwe need to do this\u201d. You have to be brave\u2019 <\/strong>
\nRachel Kneen, social media lead at Just Eat
\n<\/strong><\/span>Not all successes can be measured or benchmarked \u2013 for Rachel, sometimes a good idea at the right time, from the right person, is good enough.<\/p>\n

Find the right influencers and make your story matter with the Vuelio Influencer Database<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

We attended as many sessions as possible at the Influencer Marketing show to bring you 6 killer tips. <\/p>\n","protected":false},"author":423,"featured_media":117537,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,4038,7238],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/125757"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=125757"}],"version-history":[{"count":4,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/125757\/revisions"}],"predecessor-version":[{"id":140627,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/125757\/revisions\/140627"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/117537"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=125757"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=125757"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=125757"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}