Inside the Creator Economy

Earlier this spring we surveyed over 200 marketing decision-makers and 1,000 consumers to find out what influencer marketing really looks like in 2022…and whether it’s what your audiences actually want.

Long story short: not always.

Throughout our research we found clear evidence that brands and marketers aren’t always in sync with their target audience, employing tactics that run contrary to what consumers want. 

But it’s not all bad news! In some areas, marketers were adopting savvy influencer marketing strategies to foster preference within their target audience and nurture their relationships online. 

So where are they getting it right and where are they going wrong?

Tune in to find out…

• Just how many brands feel confident in their grasp on Gen Z

As with any other industry or channel, influencer marketing manifests differently around the world. Cultural nuances or behaviors can vary wildly between markets, and your influencer marketing has to bend with them in order to be effective and avoid committing any cultural faux pas.

To help you get it right, we invited not one, but three of our colleagues from across our offices to join us for this multinational masterclass. Experts in three different markets, these influencer marketing pros are ready to share the trade secrets behind what it takes to run successful influencer marketing in the Nordics, Germany and the UK. Tune in to learn what these different markets have in common, and what makes them very, very different.

We’ll be discussing:

• The social media trends and formats popular in each market 

Consumer preferences are a moving target - you really have to work to make sure you’re staying up to date with the latest developments from them. And that’s particularly true for shoppers in the Gen Z and millennial age groups.

We know keeping up with consumers isn’t easy, so Cure Media decided to survey over 1,000 consumers across the UK, focusing on the behaviours and attitudes of Gen Z and millennials to better understand how these groups engage with and relate to social media, and more specifically, influencer marketing. 

We’ll be discussing:

• Purchase motivators in the modern marketplace

With a popular wedding package and a fan list that includes the likes of Doja Cat and Lil Nas X, Taco Bell is a name beloved of all generations but unlike many longstanding brands, they’ve found particular success with the Gen Z-ers. So we wanted to know their secret…

Riding on the high of the return of the Mexican pizza, we spoke to Matt Prince, Senior Manager of Public Relations and Brand Experience at Taco Bell, about how this fast food brand keeps whipping up a social media frenzy for all the right reasons.

We’ll be discussing:

• Why Gen Z are such a powerful audience

A lot has happened with influencer marketing over the last few years. Not only has the industry gained bigger budgets and more respect from marketers, but time has also developed the way in which we work within the channel. 

In this episode, we’re talking to Emma Lundsten, Head of Operations & Client Success at Cure Media, about the two approaches to influencer marketing that set marketers and brands apart, all to answer the ultimate question: is influencer marketing a branding or performance channel? We’ll also cover what challenges and opportunities each approach comes with as well as why brands and marketers need to avoid focusing on last-click. 

We’re talking:

• How brands are using influencer marketing for branding vs performance purposes 

Influencer marketing has changed dramatically since the early days of bloggers and YouTube stars. As calls for diversity and representation increase across channels and mediums, the cookie-cutter image of an influencer is giving way to something broader and more reflective of the world we live in. 

Speaking to Natalie Wills, Global Director of Marketing at Zalando, we’re taking a pragmatic look at the challenges brands face in the channel, especially as its scope increases, as well as unpacking some of the biggest issues in the industry right now.

We’re talking:

• How brands can avoid bandwagoning

In a more progressive marketplace, much valuable discourse is being had around the right to and necessity of broader representation in fashion and its marketing.

So why are so many brands still skipping over models, influencers and even consumers who happen to be 40 or above?

Speaking to fashion stylist and trend-setting influencer Anna Cascarina, Influencer Marketing Talks is unpacking what age inclusion needs to look like for fashion brands, and why it needs to happen now. 

Hear about:

• The role influencers can play in broadening brand appeal to 40+ consumers

Influencer marketing has been around longer than people give it credit for - though in its current form it might look a teensy bit different to how it did in the ‘90s or even earlier. We’re taking a trip down memory lane, looking at the brand collaborations and marketing moments that laid the foundation for influencer marketing as it exists today in all its measurable, strategic glory.

From there we’ll be jumping forward in time for a glimpse at what the future holds for the channel, offering the three trends Cure Media believe will come to define the next era of influencer marketing.

We’re talking about:

• Pop culture moments that set the scene for influencer marketing’s place in the spotlight

Sustainability is ranking higher and higher on the priority list for marketers, consumers and the human population at large. And for fashion brands, that means taking a hard look at the way they currently manage their supply chain and their business.

But while change is necessary, it might not take the shape you think.

Looking at the next-generation solutions available, we sat down with Nicole Rycroft, Founder and Executive Director of Canopy, a leading environmental not-for-profit, to discuss how Canopy’s work with industry leaders such as H&M, ASOS and Zalando and reshaping the way we think of sustainable fashion. 

Find out:

• What innovative actions fashion brands can take to reduce environmental impact

From their envy-inducing feed posts to their heartwarming community MADEovers, the MADE.com social aesthetic is as iconic as it is individual. And make no mistake - that’s not something that happened by accident.

We invited Lauren Spearman, Head of Consumer Communications and Social at the trendy interiors brand, into the studio to give us a glimpse into what it takes to build a recognisable brand on social media without falling into the cookie-cutter trap, and how brands can nurture relationships with influencers that will help them achieve that. 

We’ll look at:

• How to avoid consumer cynicism on social media