Ad Week Interview: Jasmine Atherton on the Role of Influencers in Social Marketing

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Influencer marketing has been under a lot of fire lately with many distrusting the advertising form. Both brands and consumers have a lot of doubts about influencer marketing. Many consumers have stated that they don’t trust influencers and the products they recommend, stating that their recommendations seem inauthentic.  Brands have shared concerns about measuring the effectiveness of the advertising form. Despite the negative comments Influencer marketing has received, Influencer marketing has seen a lot of growth and many recent studies have shown it is very effective. These contradicting information has left many brands wondering what the role of influencers is in social marketing. Well, Jasmine Atherton is here to break it down.

Ad Week Interview: Jasmine Atherton on the Role of Influencers in Social Marketing

On this post, we would be sharing experts from an interview from Ad Week about the role of influencers in social marketing. The advertising platform interviewed Jasmine Atherton and shared her valuable insights into the role of influencers in social marketing. Jasmine Atherton is the head of social content at Delta Airlines. Before working at Delta Airline, Jasmine Atherton at Airbnb as its head of social for the Americas. She recently led a group of marketers in a breakout session called “The New Wave of Influencer Marketing and How Brands Can Stay Afloat.” Let’s hear her insights on the role of influencers in social marketing. For the full article please click here.

Ad Week Interview: Jasmine Atherton on the Role of Influencers in Social Marketing

 In your presentation, you talked about the changing landscape you’re seeing between influencers and brands. What is that?

There’s so much more that we as marketers can do with influencers, there are more tools at our disposal, more partners at our disposal. There are so many new and interesting ways influencers are creating their space. How can we as social marketers and brand marketers understand what that is, and then find a way to creatively tie that back to our brands and our brand purpose?

We can all learn from each other; it’s not just one person standing on stage. Everyone has a wealth of experience and knowledge and we can really learn from each other.

 What did you feel like you took away from this? What did you hear from everyone?

Well, there’s no right or wrong. What one person is doing in one space was so very different than another. Some are using influencers as a way to drive sales. Others are using it to create content. Some are dealing with celebrities. Others aren’t sure how to dip their toes in. The playbook is being written as we go.

Ad Week: Between micro and macro influencers, what’s worked best for brands?

I think it’s all relative; everyone defines it in a different way. It depends on what you’re looking to do. Micro for one brand can be 100,000 followers. For another, it could be 1,000 followers.

To me, micro-influencer means they have a really focused narrative and passion point that’s tied back to a community in an authentic way. Yes, they also probably have fewer followers.

With macro-influencers, it just gets to a point where you’re basically working with a celebrity.

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