• Skip to primary navigation
  • Skip to main content
  • Skip to footer

Keep Optimising Marketing Podcast

everything to do with the Keep Optimising Podcast

  • Home
  • Net Zero
  • How to Listen
  • Topics
    • SEO
    • Email Marketing
    • Google Ads
    • Facebook Ads
    • Offline Marketing
    • Marketing in a Post Cookie World
    • Influencer Marketing
    • Loyalty Marketing
    • Improving your Conversion Rates
    • Organic Social Media
    • Content Marketing
    • eCommerce Marketing Foundations
    • Affiliate Marketing
    • Marketplaces
    • Black Friday
  • All Episodes
  • Q&A Webinar
  • Summit

073 Influencer Marketing: How to find the right Influencers with Jenny Tsai from Wearisma

17th November 2021 By April Buencamino-dy

6 years ago Jenny left the world of media and publishing to create the influencer marketing insights platform that the brilliant, big, fashion brands she was working with needed. Wearisma is now a key part of the influencer marketing activity of brands as diverse as New Look, Ann Summers, Made.com, Michael Kors, Clarins and Hermes. Working with such a variety of brands means Jenny and her team are at the cutting edge of how Influencer Marketing is evolving.

Listen now for free:

Subscribe to Keep Optimising on your favourite Podcast App

Apple podcasts badge

Listen on Spotify

Listen on Google Podcasts

Getting Started

Seeing that social media was transforming the way brands engage with consumers Jenny founded Wearisma in 2015.

When she started the company, she was unsure of how influencer marketing was taking shape. Wearisma’s first product was an affiliate app that helped brands through influencer recommendations. They eventually added more functionality to help brands gain better insight into this type of marketing.

Finding The Right Influencers For Your Brand

It used to be that marketers looked at influencer marketing as just finding someone you know on social media, bringing them on board, and getting them to talk about your brand. But as the number of influencers have significantly grown, it has become harder to pick out who to tap for your influencer campaign.

What you want to do first is identify what your brand stands for and the purpose of your communication. Then you can look for people who are already supporters of your brand, and people who are active in your space.

Next, consider the performance of your influencers and their level of engagement. Lastly, find out if they have audiences that are relevant to you.

About Tokenistic Marketing

This refers to picking out influencers because of their profiles and not partnering with those who are part of communities your brand claims to support.

The importance of having influencers who fit your brand the right way is showing your audience that you’re marketing in a more deliberate and thoughtful way, and having someone who has the same vision as you. This will have a great impact on your brand and provide better results.

The Right Number Of Influencers

Jenny says it’s all about building a community of people who genuinely like your brand and your product enough to talk about it.

So you can work with any number in the beginning and trim it down but what’s important is having a continuous engagement, building community, and maximizing brand advocacy.

Insider Tips

If we’ve inspired someone to take their first step with influencer marketing – what do they need to know to give themselves the best chance of success?

Jenny goes back to her 3 criteria and recommends that you look at:

  • The influencer’s brand fit
  • If the influencer talks about your brand or the topics relevant to your brand
  • Whether the influencer has the right audience

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve influencer marketing performance?

Jenny says that for influencer marketing, like any other marketing channel, you have to measure, measure, measure.

Look at your KPIs, your metrics, and then figure out where you can improve.

If someone listening wants to learn more about influencer marketing is there one cheap/free resource you’d recommend?

Go to Wearisma’s website to access free tools which show you the benchmarks of engagement rates.

They also have a brand advocacy report that has useful information on how to create advocacy and build communities, plus videos to help you create a community.

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in influencer marketing?

Brand advocacy and driving maximum volume of positive advocacy for your brand will be the focus for influencer marketing.

Don’t forget to engage both with your customers and influencers, because they’re critical to generating positive brand advocates for you and your brand.

Interview Links

  • Business
  • LinkedIn

Jenny on Social media:

  • LinkedIn
  • Twitter

Sponsored by…

Klaviyo

Klaviyo is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. The company’s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at www.klaviyo.com.

Full transcript to read & download:

Click to access

Related

Filed Under: Influencer Marketing, Keep Optimising Podcast Episodes, Social Media

Social media @keepoptimising

  • Twitter 
  • LinkedIn
  • Instagram
  • Facebook

Topics We’ve Covered:

  • Email Marketing
  • Facebook Ads
  • SEO for eCommerce
  • Improving your Conversion Rates
  • Online Advertising
  • Social Media
  • Content Marketing
  • Black Friday
  • Marketing Foundations

Copyright © 2022 ·

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish.Accept Read More
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT