Creator management: How to win spend and influence people
Berglund expanded on an area that the fashion industry is often hesitant to engage with: kid influencers. Recognising the power of Gen Alpha and the pre-consumer generation, kid influencer content has generated some of Tres Colori’s most successful campaigns. He explained the multigenerational nature of those relationships, acknowledging that, in most cases, you’re liaising with the parents of the influencer talent. However, the growth prospects are powerful. By working with the youngest creators for a number of years Tres Colori has seen those influencer audiences grow from a few thousand to over a million in some cases. Many of these kid influencers have their own fashion labels, which bring an entrepreneurial layer to their content that resonates with avid enthusiasts of the creator economy.
Giveaways are one of the most successful strategies deployed by Tres Colori and act as a gateway strategy for working with new influencers. Berglund highlights the low overheads of this approach, as opposed to deploying paid media budgets. About 80 per cent of Tres Colori’s programme is based on gifting, it says, which could be anything from five to eight products, but influencer rates are extremely variable and there are lots of cost efficiencies that can be achieved in this way, for example, by working with nano-influencers requiring low-to-no compensation. He also touched on the impact of influencers moving across different platforms, explaining how Tres Colori tests content created for Instagram, for example, in environments like Twitch and Pinterest, to understand what works cross-channel and what needs to be adapted to a more native format.
Both Berglund and Allison highlighted the need for more fluidity in brands’ marketing strategies. Often, the process and red-tape of getting sign-off can inhibit a brand from capitalising on a viral moment before the moment has passed. “This is an industry that changes really quickly. A viral moment is just that. The next moment is right behind it. Don’t get stuck on [thinking] ‘I have to do this viral moment’… the biggest stopper to a viral moment is wanting it to be a viral moment. You just can’t force it,” said Allison. Instead, she recommended that brands lean on influencers to discover and participate in viral moments that suit their content on a brand’s behalf, which is much more authentic than wasting time trying to identify a viral trend or — more risky — invent one.
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