Influencer Marketing and Management: The Serendipity & Co Way
In today's world, influencer marketing campaigns are central to many business strategies. We utilize social media influencers with each of our marketing clients to effectively reach new audiences, create high-quality content and marketing materials, communicate key brand messages and forge strong relationships with potential consumers. After working with influencers on the brand side for several years, we noticed several key issues in the industry that inspired us to launch our own influencer management platform. We're here to shake things up and make campaigns successful for both influencers and brands.
The Importance of Influencer Marketing
According to a study from Influencer Marketing Hub, the influencer market has grown from a $1.7 billion industry in 2016 to a $16.4 billion industry in 2022. This growth has revolutionized marketing efforts and opened a wide range of exciting opportunities for businesses of all sizes through influencer programs. However, this growth has also led to highly saturated influencer content on social media and increased challenges for creators and brands to stand out. It is more important than ever for influencers to really know their audience and be selective with brand collaborations. Similarly, it is crucial for brands to be strategic when finding the most relevant influencers to partner with.
For brands, the biggest draw to influencer marketing is the opportunity to reach their target audience in a more conversational or “organic” way. Traditional advertising casts a wide net and is highly useful, but content creators offer access to a curated following that looks to them for recommendations. These creators allow brands to tap into new groups of potential customers within their target audience. By selecting the right influencers and planning a successful campaign, brands can bring in new business and build brand awareness.
To execute a successful partnership, it takes a great deal of effort to find the best influencers and brands for the best results.
Why We're in The Game
Although our background is in small business marketing, Serendipity & Co has executed successful deals and contracts with influencers since its inception in 2019. In this time, we've built meaningful influencer relationships, established long-term relationships with brands, created and managed a variety of campaigns and are well-versed in social media platforms. On the brand side, we've defined audience demographics for our marketing clients, overseen content creation, executed successful influencer campaigns across a variety of social channels and more.
Serendipity & Co’s experiences in influencer marketing primed our team to step seamlessly into influencer management.
Our years in the industry have left us surprised by the lack of effective influencer management. We’ve seen it all: influencers that under or over value themselves, brands that struggle to write efficient and fair contracts, communication delays with managers and misaligned brand deals—each of these oversights puts unnecessary strain on the influencer-brand relationship. The current industry seems to orient itself around short-term profit rather than making genuine content for a targeted audience that leads to long-term profit and overall growth. The market’s transition to purely transactional relationships makes it challenging for brands to find the right creators as well as for influencers to make informed partnership decisions.
Influencers are also tasked with the additional challenge of maintaining trust and good relationships with their audience. Full time content creators must ensure they are still promoting brands and product lines that their followers want to see. Plus, great influencers should be given enough creative freedom to stay true to their personal brand and engage with their audience in a way they believe will perform best. Using only an influencer marketing platform is often not enough to find unique and curated partnerships—this is where we come in.
Our Approach
We work closely with each of our influencer clients to understand their personal brand, passions and personalities. It’s crucial that we understand our clients as creators and as people so we can source brand deals that are lucrative, enjoyable and aligned to their long-term goals. From global brands to local partnerships, we discover and secure the most suitable deals for our clients. Whether it's creating and executing a brand strategy, managing brand communication during partnership or creating content, we use our expertise as a 360 agency to guide our influencer clients through every step of the process.
Our background negotiating deals for both companies and influencers enables us to utilize different types of effective communication and negotiate deals that are beneficial for our influencer clients and the brand. We communicate with our influencer clients on a regular basis to ensure they are meeting their personal goals and to facilitate complete transparency.
If you're a business looking for influencers or an influencer looking for an influencer management agency, please feel free to reach out.
