Victoria Harrison
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Victoria Harrison is an Influencer Marketing specialist and the Founder & Director of The Exposure Co. The Exposure Co. creates collaboration between brands and digital influencers. We help brands establish relationships with their audience through influencers on Instagram, YouTube, TikTok, Facebook, blogs and more.
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Transcript
Danielle (Scrunch) (00:10):
Victoria, thank you so much for joining us on the Scrunch YouTube channel slash podcast. We're super excited to have you here. We have been in the same industry and worked together on and off for years now. So I'm super excited that you could join us. And why don't we just kick things off by, I guess telling people. So you obviously run the exposure code the influencer agency and would love you to tell everyone how you got here. So what led you to starting that business and what the business does and kind of where you're at today.
Victoria Harrison (00:51):
Yeah. Awesome. Thank you so much, Danielle. Do you know what is really embarrassing out of all this that we have been working together for so long, but I don't think I've ne ever actually met you face-to-face in person. We've had so many over, over Zoom interactions, but nothing face-to-face. Isn't
Danielle (Scrunch) (01:09):
It crazy? That's such the like, vibe of today too, like technology, technology, virtual meetings, it's like, that's it. We need more wines in real life. We
Victoria Harrison (01:18):
Do. We do. It's a disgrace.
Danielle (Scrunch) (01:21):
I know.
Victoria Harrison (01:22):
So, yeah, so rewind back to 2015, which is when we started the exposure code, myself and my business partners. We were all working in digital marketing, mainly in SEO at the time. I guess just being young and into social media, I thought social media is where we wanna be and that's where my business partners were keen to sort of venture into as well. I guess being in that digital marketing space, we also did notice in client meetings when we were going to talk about seo, that clients were talking about bloggers and I don't think the word influencer was around then or potentially just starting, but it was a lot to do with yeah. Bloggers and then bloggers having these social media followings on Instagram. Mm-Hmm. And Facebook and YouTube. So yeah, we started the exposure code actually probably a year prior. We started working on it just in our spare time, sort of building up the business. The main reason we started it at the time was because, and if only Scrunch was available, then <laugh> was because we were working with a few clients that were having trouble finding bloggers and finding these influencers. So we thought surely there's a better way to sort of do this. And
Danielle (Scrunch) (02:51):
So that a good, you know, problem and solution, you know, exactly
Victoria Harrison (02:55):
The
Danielle (Scrunch) (02:55):
Best, the best reason to start a business <laugh>.
Victoria Harrison (02:58):
But I mean, what that meant was literally Excel spreadsheets, trawling through these spreadsheets manually. Mm-Hmm. We'd pull the data and then we would outreach to the influencers and then hope that they would sign up to our database. So it was just a lot of manual labor at the time. A lot of sort of Friday nights working late with our wines getting that done. But I guess in doing that as well, we also got to learn a little bit about the influencers and actually start chatting with them. And also I guess focusing on the client side of things, you know, which influencers would work for what type of brands. So yeah, I guess over the last then seven years. Yeah, nearly seven years. Gotcha.
Danielle (Scrunch) (03:49):
Nice. Yeah.
Victoria Harrison (03:50):
<Laugh>. Oh my God. We yeah, we've just sort of evolved. We're very much service based, so we are basically the middle man between our clients and the influencers. So we're there as much as our client need us to be. So we could be potentially like an in-house influence marketing manager for a client who is potentially doing sort of always on ongoing work. Awesome. Or potentially for clients who are looking to do a one-off campaign here and there, that's when we can jump in. And in terms of strategy and things like that, sometimes clients come to us, they've got it all figured out. We just have to sort of fit in the influences or others might come to us really green and saying, Hey, we need to start from sort of the start. How do we go about creating that strategy for our brand and working that from there. So yeah, it's very interesting. The space has evolved a lot over the last few years. I, yeah, it's, and even still this year, just constantly there's news, there's new, there's new regulations, there's new potential social media channels, there's new influencers popping up, there's new everything. So it's, it's constantly evolving. I still feel like it is a very sort of new industry. Although we have matured a lot over the last few years. I never have to explain now what an influencer is, which is f
Danielle (Scrunch) (05:31):
Nice <laugh>.
Victoria Harrison (05:32):
I, for the first, for the first couple of years I just said I worked in social media. Yeah. It was too hard.
Danielle (Scrunch) (05:39):
I know sometimes if I'm meeting someone outside of marketing, I just say I work in marketing <laugh>. Yeah. Yeah. It's easier. It's easier. Otherwise they're like, influencers. What? Who are you? Are you an influencer? I'm like, no.
Victoria Harrison (05:52):
Yeah. Oh, you're the influencer. Oh gosh, no,
Danielle (Scrunch) (05:55):
Mind you, I wish I had had a million followers. That might be cool.
Victoria Harrison (05:58):
Oh, <laugh>. I know. But honestly, people always give influences a hard time. Mm-Hmm. <affirmative> it is, sorry, anyone who's giving influences a hard time, get on and try and grow your own following. Yeah. Your own engaged following. It's totally tough.
Danielle (Scrunch) (06:14):
Yeah. I mean, we'll speak to any brand, right? Who's trying to build their following, you know, it's, it's ex it's kind of makes me laugh cause I'm like, it's exactly the same on the brand side. You are trying to build a level of influence around the industry that you are in and you are struggling to gain Instagram followers or TikTok followers and then you kind of turn around to this influencer who's done the hard yards and kind of having a go at them.
Victoria Harrison (06:36):
Totally. It's really tough. And even it's funny looking at the influencers who were around when we first started Mm. Pushing them evolve and also them who were, who have millions of followers and they're going, oh no, how do I keep up with these young ones on TikTok? Yeah. Like even the experts that have been around for so long in the space yeah. It's a, it's really challenging. So I take my hat off to them.
Danielle (Scrunch) (07:01):
Totally. And I think you're right, it does like change every year, right? It's almost like every year a new social platform crops up and there's new rules and new strategies and keeping up is equal parts. Why I love influence and marketing, but equal parts why it's like, oh my God, you've always gotta be across everything.
Victoria Harrison (07:20):
Yeah. I feel like it's just a very fast paced industry. Mm,
Danielle (Scrunch) (07:26):
Yeah.
Victoria Harrison (07:26):
Absolutely. Whether it be in terms of how the industry is changing or just, and maybe that's just marketing in general, but just how clients work as well. It's just always, it's a very fast paced industry.
Danielle (Scrunch) (07:41):
Yeah. And I mean, so you mentioned a couple of things. So, you know people doing always on strategies and you're kind of being almost like a member of their team implementing that mm-hmm. <Affirmative> and then people that are kind of more campaign driven. Do you have a like a viewpoint on that? I cuz it always surprises me when people, you know, think of influencer marketing as kind of this one-off thing, but then don't do that in other marketing strategies. So I'd love your opinion on, on what kind of works best.
Victoria Harrison (08:11):
Yeah. Look, ideally if budget was no issue, I would be saying trial, trial, trial as much as you can. I think that the tough thing is often people, and often clients want to sort of dip their toe and influence the marketing and trial it out a little bit. Yeah. And fair enough, particularly if you do have a small marketing spend, but you really do need to test the waters in order to find that perfect match for your brand. Mm-Hmm. <affirmative>. And a lot of our clients say, you know, who should we use? Who's gonna provide us the best roi? And just because Lucy from the previous campaign did a really good job for that brand doesn't mean that she's gonna do a fantastic job for this new brand. So in and always on strategy, we are able to test with different pools and different types of influencers. So we do always find that that in the long term works much better. Yeah. I, and then what we normally recommend with that is once you find that, I guess golden influencer that works really well, that's when you can engage them as an ambassador long term. So that's another thing. Clients often come to us and say, we need an ambassador, who should we use? Mm.
(09:33):
And our recommendation often there is to actually try a pool of influencers first run a campaign where you're actually testing out a few different ones. Again, if, if you have the budget Hmm. And then figuring out who are the top performers from that campaign to then engage long term, because I'd hate to lock someone in for a 12 or 24 month campaign and they're a complete flop for that brand, even though they did a fantastic job for the other brand. Yeah. So
Danielle (Scrunch) (10:05):
Tes well, I mean it's super interesting, you know, and, and you would know this coming from a marketing background as well, but it's the same principle as, you know, if you're doing Google ads or social ads, that idea of testing and learning is kind of exactly the same, you know, but in an ad scenario you're testing different copy, different audiences, different images. And so it sort of surprises me when it's like in the ad world, you know, you don't get it right first time you've gotta iterate and, and test and, and then go, okay, well this works really well, let's you know you know, invest more there. It's kind of the same with influencers, right? Mm-Hmm. <affirmative>, so exactly what you said, totally existing, different types of influencers, different types of content before you kind of figure out what suits your brand. And you can kind of double down on that.
Victoria Harrison (10:50):
Yeah, yeah, I agree. It's funny, I remember early on you would often read articles or about influencers who had done a post and then they, the brand had sold out in like two hours or something like that. And I guess the problem now is that the space is a lot more saturated and we do see instances where sales go through the roof from influencers. Yeah. But it's not, it, it's, that's not the only benefit as well that influencer marketing can bring. And I think maybe potentially with all those, you know, articles earlier on, like X influencer, you know, sold a thousand products in two hours. That was often the narrative around influencer marketing. Yes. And if, if I was a brand, I would be looking at that and going, oh, I want that. Of course.
Danielle (Scrunch) (11:47):
Yes. Oh, all I have to do is buy one influencer amazing
Victoria Harrison (11:50):
<Laugh>. Exactly. And let's engage this same one that did did it for that brand, even though our brand is completely different. <Laugh>.
Danielle (Scrunch) (11:56):
But,
Victoria Harrison (11:57):
But so there is a, and so there does need to be a lot of client education around that. Mm-Hmm. but yeah, I think, I think now clients are getting more and more educated in the space. A lot of them have often tried influencer marketing themselves. Mm. And then they've gone, okay, this is actually way harder than I thought. Yeah. <laugh>. And, and then that's sort of when they get us in.
Danielle (Scrunch) (12:33):
So maybe let's expand on that. So if we've got, and maybe a new brand that's watching and they're kind of going, okay, should I actually dabble in influence of marketing and do it myself? What is involved in bringing a campaign to life?
Victoria Harrison (12:47):
Yeah. Yeah. And I look, I often recommend this to give it a go because it is a really
Danielle (Scrunch) (12:53):
Great <laugh>. Yeah.
Victoria Harrison (12:57):
No, well, more so just because you will probably learn the brand will probably learn a lot about their target market in that in that way they'll figure out, I guess they'll do a bit of research into what type of influences they would wanna work with. Mm-Hmm. And also it's a really cost effective way to do it as well, so they don't have to spend any money pot potentially if they're just gifting items as well. Yeah. So so what I would say to a brand starting out, I would say first up figure out who your target market is. See then this is tricky because my, our next step in this process is to figure out then a pool of influencers who could potentially work and then looking at their follower insights. So potentially you need a platform like scrunch, that
Danielle (Scrunch) (13:55):
<Laugh> quick plug, love it. I
Victoria Harrison (13:57):
Can show you that in, in a really cost effective way that you can jump in and check out the influences that you've started looking at on Instagram or TikTok or wherever and making sure that they actually align with your target market. So if it's females, making sure they have a really high percentage of female followers, if it's Australian only, making sure they have a high percentage of Australian followers. That sort of thing. Looking at engagement rate as well. There are a lot of free tools online where you can look at engagement rate, but you just can't delve further into their following insights. Hmm. so that would be the next step. Yeah. When you are compiling your list of influences to outreach too, I would make sure that that list is a lot larger than the amount of influencers that you plan to work with mm-hmm. <Affirmative>,
(14:51):
Just because you'll find that not everyone will get back to you. And that's just the fact of the matter. I wish everyone was a hundred percent keen to work with every brand, but a lot of the influencers have full-time jobs or potentially they're already working with a competitor. So you just need to make sure that you've got a bit of a buffer there when you are outreaching to them. The next step would be to put together a brief for the influencers. So making sure that you're covering what, what you want them to do with their posts. In this step we also negotiate, oh, we also like to send through a contract so that the influencers are sort of locked into that contract.
Danielle (Scrunch) (15:35):
And while we're on briefing and contracting. Yeah. How, how flexible do you think, because I always gonna ask this question how creative should we let the influencers be? Do you have a I guess perspective on briefing and how specific you should be or how fluid it should be? Yeah, love your thoughts on that while we're at this stage of the process.
Victoria Harrison (15:57):
Well if I could just tell them the brand about the brand, how many posts they needed to do, handle hashtags and a one sentence brief personally, and then the influencer to take it there from there with their own creative freedom. Mm-Hmm. I think that that would be awesome. Yeah. we're engaging influencers obviously because they're the ones that know their audience. Mm-Hmm. And they're the ones that have created this audience, so we need to work in with their tone of voice. So I personally like the brief to be really simple. Yeah. I think sending through a mood board is really important. So you can give them sort of inspiration but also making sure that inspiration is in line with the influencers feed. So you might find that mood boards, even though it's for the same client, might be a little bit different per influencer in line with, you know, what, what they often do. That's
Danielle (Scrunch) (17:06):
Actually great advice. So I've, I've not heard that. So oftentimes I see clients that do a mood board that really suits their aesthetic. So cuz I guess what they're concerned about is that an influencer will create an image and it'll be so off brand that they won't be able to repost it on their feed. But I love the blending of the two of kind of going yes it absolutely has to uphold our brand aesthetic, but we need you to relate to it and create content that's gonna make sense for you. So I'd love the idea of customizing it for the influencer as well.
Victoria Harrison (17:40):
Exactly. Yeah. We had a situation with a, with a client where they wanted the product to be featured but not the influencer, which is quite rare. Often it is the influencer and the product. But in this case, one of the influencers that we were working with, it was a bit tricky because her engagement comes from her being featured. Mm. So if she was to upload something without her alongside the product yeah, her audience just wouldn't respond well to that. So we actually just had to find a middle ground where it's, the product was a hundred percent the feature and still presented in a way that fit the brand's aesthetic, but also integrating that into the influencers feed. Otherwise it would've just got lost in all the other posts and the engagement would've gone down incredibly. Yeah.
Danielle (Scrunch) (18:38):
Yeah. No, that's, and that's super important too. I think that you know, people don't realize, I guess the bespoke nature of influencer marketing. You know, you've got, if you do an Instagram ad, it's kind of the same ad and it's just going out to different people. But with influencer marketing the actual ad, which is the content creation is so custom and so bespoke. And I think, you know, we kind of touched on this when we started talking about the process and why it's good to go through the process yourself. Sometimes it's because of that there's so much interaction with every influencer and really making sure that you communicate with them both what has to happen from a brand point of view, but what, what's gonna be best for them as well to get the most out of influencer marketing.
Victoria Harrison (19:24):
Yeah. It really is about, well, for us in our role it's about sort of managing expectations from both sides and finding a really happy balance that's going to obviously work for the brand because the brand's the one that's paying for the post.
Danielle (Scrunch) (19:42):
Yes.
Victoria Harrison (19:43):
Influencers receiving the payment. So they are doing a job for that brand. But also making sure that we do trust that influencer and their creative control as well.
Danielle (Scrunch) (19:55):
Hmm. And I think you, that's a really good point because people, you know, like we said, how hard is it to build a following? They've built this following based on understanding what their audience wants and what their audience is interested in and engages with.
Victoria Harrison (20:08):
Yeah. Yeah, definitely.
Danielle (Scrunch) (20:10):
Cool. So we've reached out to a billion influencers. Yes. we've briefed them, we've contracted them. So now I guess the magic happens where the influencer does the job.
Victoria Harrison (20:23):
Yes. So we send them the product mm-hmm. <Affirmative>, we make sure that we have tracking for the product because particularly the moment product is getting lost everywhere with Australia posts. Oh. So my gosh. Making, making sure, yep. That we, we can really track that so we make sure when the influencer gets the product as well so we can chase them up. Yeah. and yeah, so then the fun part part is obviously the creating of the content by the influencer. Again, they should all have their briefs by now, so they should be pretty across what they need to do. I definitely recommend requesting in the brief that you can have a look at drafts before they go live Yep. To make sure that, you know, you're happy with the content as a brand and also that they're tagging the right handle and they're spelling your brand name correctly and there are no spelling mistakes in the captions, just things like that.
(21:19):
Mm. that often a second pair of eyes can be really good to look over that. And then once everyone's happy with the content, it's about scheduling that post to go live. In this instance I normally like to go with the influencers recommendation on this. Obviously because there isn't a one size fits all best time to post on Instagram or TikTok or whatever. Mm-Hmm. We find that it really does differ per niche for the influences. So sometimes we find that mommy influences are better you know, really early in the morning when they, when they get up really early or potentially, you know, at midday or just before midday when they're little ones having a sleep. Mm-Hmm. Or we might find that, you know, young corporates are better, you know, outside of work hours because they can't get on their phone during work, things like that.
(22:16):
So it really does depend on the influencers audience, but they will be able to tell you through their analytics on their own account. So you can ask to have a look at that if you'd like. And then once the post goes live, it's really important to get screenshots of all the analytics to see how the post went. Because you can probably only see part of that as, as sort of a, a follower or an outsider. Things that I really like to look at are shares and saves. I think that they're really important metrics to look at. I think a save is really, really important cuz it's normally means, oh I can't purchase that right now. Or, oh, I can't look into that right now, but you know, I'll do that later. It's
Danielle (Scrunch) (23:05):
Super interesting. Yeah. Yeah,
Victoria Harrison (23:07):
Exactly. So I'll look at that later. And then shares, it might be someone sharing it with a friend because they think they might like the product or something like that. Mm-Hmm. So definitely having a look at those insights. And yeah.
Danielle (Scrunch) (23:26):
Cool.
Victoria Harrison (23:26):
I thought they should have mentioned as well tracking through a discount code or a tracking link on if you can because then you can actually see the traffic to your website. Yeah,
Danielle (Scrunch) (23:39):
Well I think that's an interesting point too, cuz I think, you know, one thing you said was you can only see so many of the analytics on your end Yeah. As the, as the observer or the brand. So yes, getting the screenshots is super, super important, but you know, every now and again someone doesn't send them through and you know, or you get over following up <laugh>. So if you've got that on the always end where you've given them a coupon code or Of course Yeah. Then that's called through kind of rounds out your view of how well the campaign did.
Victoria Harrison (24:11):
Of course. Yeah. And that's, that's ultimately I would think why people want to do marketing is because they want sales or they want clickthroughs to the website. So yeah, having those in place are really important. And also making sure that those links are working <laugh>
Danielle (Scrunch) (24:30):
Mm-Hmm. <Laugh>. Yes. And that you have a good, a well performing website as well.
Victoria Harrison (24:35):
Yeah. Yes. And that yes. And keeping
Danielle (Scrunch) (24:36):
Your socials up to
Victoria Harrison (24:37):
Date when Yes. When you plan to put those influencer or post live, that, that there's no scheduled maintenance or anything like that. I know it sounds obvious, but sometimes when you're thinking just about the influences, you forget to think about your own website, there's so many things going on. So yeah, that's really important.
Danielle (Scrunch) (24:58):
Yeah, absolutely. No, I love that. So love the idea of a brand kind of dipping their toe in the water first to kind of really an understanding of the process, their customers, the types of influences that might be working well, but I mean, as you have just stepped it out, I'm like, that's why you exist, right? Because it's all process. So being able to hand that over to somebody like you who has done it a thousand times before knows the, the challenges, knows the ins and outs and can probably shortcut a lot of, a lot of time you know, is, is amazing. And I think how our industry has been evolving. So can you share <laugh> any challenges? So out of all of the campaigns that you have delivered you know, are there any challenges that a brand should look out for in influencer marketing? Or any not to dos? Yeah. any tips on what, you know, if we can save anybody making a mistake, I always love to give a tip on, on how to overcome that.
Victoria Harrison (26:02):
Yeah, yeah. I think the first thing would be, the first thing would be to figure out what your, I guess, guidelines are for your specific industry. So mm-hmm. <Affirmative>, obviously there's been a lot of information lately about the the t g A guidelines around those therapeutic goods. So if your brand, for instance, falls under that industry, making sure that you're aware of what an influencer can and can't say that's, that's really important. It is also different across the different social media channels as well. So we're finding that although you might be able to promote a product on Instagram, you might not be able to promote that on TikTok. So doing a bit of reading first up to figure out, you know, where, where you can promote your brand and also what are the rules and regulations around that is really important. If, if you are, I mean the easy one is alcohol for instance. Yeah. so the influencer and the majority of their audience has to be over the age of 25 years old. Mm. in order to promote an alcoholic beverage. So that's something that a lot of brands don't know. And there are also certain guidelines around how that content can be created and where it can be created and things like that. So that would be
Danielle (Scrunch) (27:34):
First. Yeah. I love, I love that you've just brought that up as well because I just read an article the other day where an influencer wasn't promoting alcohol, they were promoting another brand, but they had alcohol in the little skit that they did and they actually got
Victoria Harrison (27:50):
Report.
Danielle (Scrunch) (27:51):
Yeah. So they actually got reported to the advertising body. That's right. I mean essential. But they actually got reported to the advertising body because they were consuming alcohol whilst doing, you know, an activity that maybe could have put them in danger. So really interesting that you do need to think almost yes. Your industry and what is allowed and not allowed, but also just, you know, more, more broadly. Yeah. Like, so the content that's coming back, oh my gosh, it might be hilarious. Yeah. As a brand you do have a responsibility to really think about the content and, and how might be perceived as well.
Victoria Harrison (28:29):
Yep, definitely. And there are a lot of people out there watching at the moment. Mm. And there are a lot of people filing complaints, so you do need to be really careful with what you put online as a brand. And I guess that comes back to checking the influencers content as well. I think there was a time in the day where we could just get the influencers to post, but I think, I mean if it's in a really sort of easy industry and it's about, you know, promoting a fashion item or something like that, that can look really nice if an influencer can just integrate that into their feed or across their stories and you probably wouldn't need to look at that. Mm-Hmm. But if you are really putting a big investment in for the campaign, I think it's worthwhile.
Danielle (Scrunch) (29:20):
Yeah. And you know, you just never know what might come up. You know, I guess the, the thing is with influencer marketing is you're dealing with individuals. You know, you're not just dealing with a, a Google ads or Facebook ads or whatever. You are dealing with all these individuals who have their own values and perspectives and, and things that they, you know, do and represent on, on their channels. So, you know, just some something that they might not have thought was an issue may just randomly be an issue in your industry. So just that kinda eye over everything <laugh>.
Victoria Harrison (29:55):
Totally. It's not
Danielle (Scrunch) (29:56):
Such a bad idea.
Victoria Harrison (29:57):
Yeah. Yeah. Definitely. And I made the influences won't or aren't expected to know every single rule about every single industry. So I think it is often up to the brand to come to the table with those sort of guidelines in place that then they can pass onto onto the influencers. And if the brands don't know that, then it's something that we can help with as well.
Danielle (Scrunch) (30:23):
Yeah. And that's also, and that's why I do love, you know, working with like dedicated influencer agencies is because you've actually done, this is your whole life, you know, you've done that research Yeah. And you really understand different industries and, and what's gonna be important and any kind of gotchas so that the campaign can run a lot more smoothly.
Victoria Harrison (30:43):
Yeah. Yeah. Where I always think that our, like my role or our role is to just professionalize how you could run your own campaign and make it much more seamless and easy and no dramas make that a really professional interaction. Yeah. Because it often isn't if you have to run it yourself. So Yeah.
Danielle (Scrunch) (31:13):
Yeah. And it's interesting you say that too because oftentimes the influencer piece sits inside PR or marketing or social, so someone's managing the campaign that has a whole lot of other stuff to do as well. So sometimes dramas and, and inefficiencies just come up because they're not that sole person. They're not dedicated to influencer marketing and I think influencer marketing is a full-time job.
Victoria Harrison (31:39):
<Laugh>. Yeah, yeah, for sure. And we're seeing that too. Yep. Brands hiring influence of managers in-house. Yeah. Because you do, particularly if you're doing it always on Mm. You do need someone there. Negotiating and chatting with the influencers and approving posts and sending out contracts and everything like that. Even just coming up with strategy. Yeah. so it's very exciting. It's definitely a part of a lot of brands marketing spend.
Danielle (Scrunch) (32:11):
Awesome. And so, okay, my last question for you, which is probably you know, good that you said that, you know, a lot of invest brands are starting to invest in influencer marketing. Yeah. What is your hot tip for 2022? How do you think the industry has evolved? What's new? What's happening? Mm. you know, what can we all expect to see out of influencer marketing this year?
Victoria Harrison (32:34):
That is such a good question and it's an answer I should definitely have, but I feel like we're really stepping up as an, as an industry. I feel like it's, up until now, the last couple of years we're really, like I said, professionalizing the space. It's, and I think what we're gonna see this year is a lot of spend going towards influencer marketing and therefore coming out of that really awesome creative campaigns, really sort of out of the box type stuff, which is very exciting. I'm excited to see sort of brands that potentially you don't necessarily think about using influencers, delving in and starting to use influencers across channels that potentially we're not using as much as well. So it's funny, I know that talk's been around for a really long time now. Well, in this industry, a long time <laugh> That's true. A couple of years. Yep. and I think that it's definitely here to stay, for instance, Instagram. I, yeah. I don't know as much as people love
Danielle (Scrunch) (34:02):
<Laugh>.
Victoria Harrison (34:03):
Yeah. Love hate relationship as like, as much as people want Instagram to die, I just dunno. I just think we're gonna, it's a beast. I think we're gonna see that really continue.
Danielle (Scrunch) (34:16):
And I think that they're also developing tools for creators.
Victoria Harrison (34:19):
Yeah.
Danielle (Scrunch) (34:20):
I think they're doubling down on Yeah. As much as a, from a brand point of view, we go the reach is declining, engagements declining, blah, blah, blah, blah, blah. But Instagram are investing in influencers and creators. So I think that's tell that it, it isn't going anywhere.
Victoria Harrison (34:39):
Yeah. Yeah. I think so as well. And I think, and I hope we're gonna see some new channels as well. Hmm.
Danielle (Scrunch) (34:50):
Another one really <laugh>,
Victoria Harrison (34:53):
I just dunno how that's gonna look. Yeah. But,
Danielle (Scrunch) (34:56):
But it, if history is anything, we, we get new channels every year or two, so it has to happen.
Victoria Harrison (35:02):
But it's funny because the same ones we were talking about seven years ago are still the leaders now anyway. Really.
Danielle (Scrunch) (35:10):
Yep.
Victoria Harrison (35:11):
I mean, YouTube, we, we get campaigns for YouTube a lot. A lot of brands wanna still be on YouTube and it's been around for an age.
Danielle (Scrunch) (35:21):
Yeah.
Victoria Harrison (35:22):
So yeah, I'm interested to see how that plays out. But I think the influencers, whether it's a new channel or not, I think that those influencers will to those channels anyway. So it's not like, yes we will see new influencers popping up on those channels, but they're probably gonna be on Instagram and they're probably gonna be on TikTok as well. So a lot of the TikTok is for instance, who have done really well and have grown a really large following, do also now have, you know, followings on Instagram because that's where people are and also that's where brands are. So I guess for an influencer it's important to be where both the people and the brands are as well. So yeah, I don't know. I wish I had like a golden nug to share that. I think
Danielle (Scrunch) (36:18):
I'm, but I mean I think that that's it, right? So it's a professionalism, regulation, influencer marketing, it's here to stay. It's legit. You've gotta think about it as a, an important business process and have a process for it. But then I think, you know, your other point is we've gotta know what's coming. We've gotta be flexible. There's going to bes, there's multi-channel. So kind of doing that research and really understanding what's around is gonna be super important for anyone considering influencer marketing.
Victoria Harrison (36:48):
Definitely. And I think that's part of the exciting part of it for us, really, is that it is, it's going to evolve and we've gotta keep up with that. And I think we all can cuz we've done it so far. So.
Danielle (Scrunch) (37:03):
Exactly. I know that's, that's, that's marketers for you, you know,
Victoria Harrison (37:07):
<Laugh>. Well that's it.
Danielle (Scrunch) (37:08):
A creative problem.
Victoria Harrison (37:09):
<Laugh>. Yeah. Yeah, that's it. I mean there's no way that, when I was studying marketing at uni that they were talking about, I don't even think they were talking about social media. I don't know. They weren't, it was, there was a, there was one digital marketing where we sort of worked on websites and things like that, but think of how now the spaces has changed and how reliant we are
Danielle (Scrunch) (37:41):
To me. But it was MySpace in my day,
Victoria Harrison (37:43):
<Laugh>. Oh. It was also MySpace in my day. Yeah.
Danielle (Scrunch) (37:46):
<Laugh>. I think that profile is still on the
Victoria Harrison (37:48):
Internet. Oh. That was a huge part of like learning how to code.
Danielle (Scrunch) (37:53):
Yeah, exactly. Exactly. I can copy and paste html, like no worries.
Victoria Harrison (37:57):
Totally.
Danielle (Scrunch) (38:00):
Oh, amazing. Alright, well you are fantastic. Thank you so much for joining us on the Scrunch Influencer Marketing channel. I know that everyone who's watched today would've gotten a lot of value, so I really appreciate your time and Cheers. Cheers for coming on. Cheers.
Victoria Harrison (38:18):
Thank you for having me. I really appreciate it.
Danielle (Scrunch) (38:21):
Amazing.
