I’m the founder and CEO of SCREENSHOT Media, the fastest growing next gen media company in the UK with a mission to allow young people easy access to content that matters.
in the"Defhouse", a TikTok influencers incubator in Milan, on January 21, 2021. - With dreams of the big screen but Internet in their veins, eight young Italian influencers are racking up followers as they spend their days in a Milan TikTok luxury loft.
But numbers alone don’t tell the full story. Collaborating with mega creators is a double-edged sword. Whilst these A-listers have the large communities required to boost brand awareness, this comes at a cost beyond the eye-watering rates. Namely, the never-ending slew of sponsored posts they pump out on a weekly basis, that can cause a degree of passion burnout. But most importantly, this is a story about relevant reach.
‘Authenticity’ may have become an overused buzzword over the last few years. But brands shouldn’t ignore the opportunity to leverage genuine, bona fide influencer passion to forge new connections. After all,acknowledging that they are shelving “perfect and well-packaged” brands in favour of those that are “real and organic”.
Case-in-point, IKEA is a home furnishing brand operating in 63 markets around the globe. In reality, a single voice can’t effectively communicate with these diverse audiences. Jenny Lee, the brand’s Life at Home Communications Leader, believes that “in today’s era of hyper-personalisation, psychographics play a crucial role in customer engagement and conversion.
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