By Anna Boisvert, SVP, Group Director, Consumer & Lifestyle
Way back in the stone age of the internet – well, January 1996 at least – Bill Gates wrote the first article claiming that “Content is King.” He began by stating that “Content is where I expect much of the real money will be made on the internet, just as it was in broadcasting.” While time has, of course, proven his statement to be prophetic, today’s content kings are influencers and creators.
Influencers are changing the way our clients communicate and interact with consumers as well as B2B audiences. Over the last few years, influencer marketing has become a prominent and essential part of the landscape, projected to grow to approximately $16.4 billion in 2022.
Nowadays, it’s difficult to find top brands that don’t use influencer marketing. It’s an effective strategy that allows brands to reach target audiences in a unique and authentic way by leveraging a variety of objective strategies such as fandom building, brand awareness, brand trust, and authenticity.
At Access, we recognize that it’s crucial that companies find the best influencers to work with so that they have a strong voice and can leverage the seismic shift that has begun within the digital world. It’s an increasingly important part of a surround-sound public relations program that includes earned media, executive thought leadership, and more.
That’s why we are excited to introduce Kayla Fortin, our new VP of Creator Partnerships, who is leading the Influencer team at Access to expand our influencer campaign expertise for clients.
Prior to joining Access, Kayla’s work included partnering with a number of well-known consumer brands, including Google, LG, and HBO Max. With over 13 years of advertising experience, she has spent the last eight years working specifically with influencers and creators in industries relevant to our client roster’s target audiences on multi-channel campaigns – spearheading creative content-driven campaigns and leading cross-functional teams in lifestyle, technology, sports, entertainment, and social action.
“Relationships and connections are now more valuable to consumers than ever before,” she says. “Influencers are critical components of our clients’ marketing ecosystem. They have a profound connection with their audience that no corporation can match. We help our clients humanize their brand messaging by leveraging these powerful connections.”
Executing influencer programs is a delicate balance of art and science and our expert team assists brands in identifying the perfect equilibrium in the digital space. From the biggest celebrities to internal employees, everyone has the power to influence those around them. Both influencers and creators play crucial roles in the realm of content kings. Creators create content that engages people — how-to guides, a day in the life, tips, tutorials, and so on. Influencers have an impact on what products their followers purchase, how they dress, what makeup they wear, and where they choose to travel.
Importantly, influencers and creators extend the shelf life of broader public relations campaigns in earned media, thought leadership, and other brand levers, allowing the brand’s message to continue to resonate with consumers and foster a stronger relationship between the brand and its audiences.
Research shows that consumers now spend more time on social media than they do watching television. And 82% of them trust the opinions they see on social media channels to guide their own purchasing decisions.
To learn more about the Access Influencer Marketing approach and the many applications and benefits of an influencer campaign, you can reach out to Kayla here.