Plugdin Interview: The rise and rise of influencer marketing with Ben Jeffries

Delve into the dynamic world of influencer marketing with Ben Jeffries, CEO and co-founder of Influencer.

Influencer is the original pioneer of influencer marketing, combining creativity, data, and technology to humanise brands using the power of creators.

In this exclusive interview, Ben discusses exciting opportunities for online creators, the impact of AI on authenticity, and key considerations for executing global influencer marketing strategies now and in the future.

Ben, which social media platform do you believe is offering the most exciting new opportunities for creators right now?

TikTok's rapid ascent, particularly in e-commerce, is undeniably impressive. Features like TikTok Shop and its seamless integration of creator content present significant opportunities for brands to engage authentically with their audiences while supporting merchants with fulfilment. It’s becoming a real end-to-end platform appealing to many brands.

Snapchat is another interesting one. Their recent pivot towards authentic creator content sets it apart. Unlike TikTok and YouTube, which call for more polished, entertainment-style content, Snapchat offers a more intimate view of creators' lives. This level of authenticity is something I strongly believe will only grow in importance as AI content takes hold.

How does AI contribute to maintaining authenticity in influencer marketing campaigns, and could you provide some examples of its applications?

AI, particularly generative AI, has revolutionised the influencer marketing landscape by empowering both creators and brands to enhance their content strategies. For creators, generative AI tools offer capabilities like content editing and enhancement, helping elevate brand partnerships while maintaining authenticity.

Agencies, meanwhile, can use AI for tasks like personalised brief writing and content scaling, ensuring campaigns resonate with target audiences across diverse platforms. AI-driven sentiment analysis, for example, enables brands to gauge audience reactions and tailor content accordingly for more genuine engagement.

Which country do you see leading the charge in influencer content creation, and what factors contribute to its prominence?

I would say that while the US stands at the forefront of influencer marketing due to its mature budget allocations and comprehensive measurement frameworks, the UK stands out for its creativity and innovation in campaign execution.

Notable examples like Marmite's Smuggle Marmite from the UK to the US campaign demonstrate the UK's prowess in leveraging influencer partnerships to drive brand awareness and engagement.

I also think the UK's vibrant influencer community and collaborative ecosystem really contribute to its prominence on the global stage.

Data is key in measuring campaign success. Can you share how Influencer's platform, Waves Brands, has provided insights that reshaped a campaign strategy?

At Influencer, we prioritise data-driven insights and personalised strategies to ensure the success of influencer marketing campaigns. By leveraging robust measurement solutions and comprehensive analytics, we offer clients actionable insights into campaign performance and audience engagement.

Our team collaborates closely with clients to understand their objectives and develop tailored strategies that resonate with target demographics across diverse markets.

Whether optimising brand lift or maximising conversion rates, our focus is on delivering tangible outcomes that drive business growth.

What are the essential considerations for executing an influencer marketing strategy on a global scale, and how does Influencer address these challenges?

Executing a successful influencer marketing strategy on a global scale requires careful consideration of local market nuances, comprehensive measurement frameworks, and platform relevance.

At Influencer, we approach each campaign with a nuanced understanding of regional preferences and cultural dynamics, ensuring content resonates authentically with diverse audiences.

By implementing robust measurement solutions and leveraging our extensive network of influencers, we provide clients with actionable insights and measurable outcomes that drive results across global markets.

Can you share a recent example of influencer content that impressed you, and what made it stand out?

One creator who consistently impresses me is Quyen Mike (@qmike). His ability to seamlessly integrate brands into authentic, engaging content sets him apart in the influencer landscape.

Whether through creative storytelling or immersive experiences, Quyen captures the essence of brand partnerships in a way that resonates with his audience.

Combining creativity with authenticity, he exemplifies the power of genuine influencer marketing to drive meaningful engagement and brand loyalty.

Any new developments or partnerships at Influencer that you're particularly excited about?

We’re thrilled about our recent partnership with Adomni in the US, which opens up exciting opportunities for expanding creator content into out-of-home advertising.

Our collaboration with Adomni enables us to leverage the power of influencer marketing in innovative ways, such as integrating creator content into high-visibility media formats like billboards and digital displays – think TikTok content shown in Times Square.

This bridges the gap between digital and physical advertising, exploring new avenues for engaging audiences and driving brand awareness globally.

What are Influencer’s main business goals in the upcoming years?

Our main goal is to drive true human influence – delivering real business outcomes for our clients beyond social metrics.

Over the coming years we want to continue leading the way in the influencer marketing industry, shaping trends and innovation, and integrating ourselves through valuable global partnerships with social networks.

We’re also looking to expand our global reach with new offices, focusing on the US, MENA, and Germany.

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