Social Event Explores Value of Representation
Earlier this month in New York City, our influencer team held its first live event for Quotient’s network of online content creators and social media marketers. The event, #SocialHour, included elements you would expect at an influencer event, like beautiful photography and specialty cocktails, but the topics and discussion also carried a deeper, meaningful purpose.
The meet-up sought to extend the important DEI conversations from our 2022 Quotient Creator Series, which focused on topics such as representation, authenticity and transparency. At #SocialHour, an experienced panel of creators and marketers held a live fireside chat to comment on the current landscape and future of social media as well as takeaways for brands working with creators.
To summarize all of the incredibly valuable insights creators shared with us this year in our Creator Series, Quotient published a booklet of impactful quotes, thought-provoking questions for brands and the major highlights from each of the recorded sessions.
Download the booklet or continue reading for a few of our top brand takeaways.
Important Brand Takeaways on Influencer Marketing
By the end of this year, influencer marketing is projected to become a $16.4 billion industry—up from $13.2 billion in 2021 and $9.7 billion in 2020.
By bridging the gap between advertisers and consumers, content creators have become an integral facet of building brands and connecting with audiences. We know influencers can create beautiful content that resonates. But because they represent a range of diverse perspectives and maintain close connections with their followers, influencers can also double as consultants for brands when it comes to understanding audiences.
Here are just a few pieces of advice for brands working with influencers that came to light throughout the conversations we had this year:
- Offer Year-Round Work: Offer consistent opportunities for creators who belong to a minority group outside of months like Black History Month, Pride Month, AAPI Heritage Month, Hispanic Heritage Month, Women’s History Month or Juneteeth.
- Pay Fairly and Lead with the Budget: Exposure and freebies are often not compelling forms of compensation for content creators. To create long-lasting partnerships, offer paid opportunities.
- Let Creators Be Their True, Authentic Selves: Authenticity is what makes influencer marketing so powerful. Provide them with the branding tools they may need while allowing and empowering them to have their own authentic voice.
- Hire Creators as Consultants: Some creators are open to opportunities to coach brands on more inclusive influencer relations and brand equity.