Social media influencer Jayde Lovell recently sat down with our cohort to share her experiences and some tips on influencer marketing, which I found both insightful and entertaining.
Background: Jayde currently serves as the Founder and Executive Director at ReAgency, a science PR firm in New York. She also is the host of SciQ, the science show featured on The Young Turks network. Originally from Australia, Jayde moved to the U.S. to launch her firm.
44K people are subscribed to her SciQ show on YouTube. She also has 3500 followers on Twitter and 1200 on Instagram. Jayde would be considered a micro-influencer on social media.
During Jayde’s presentation, she shared the following rules which would seem obvious but apparently many businesses forget to consider:
- Make Good Content
- Be Genuine
- Repeat Exposure
- Be Unexpected
The fifth rule specifically grabbed my attention because she used the NikkieTutorials/Volkswagen video as an example. I wasn’t familiar with this campaign, but Volkswagen aimed to bring awareness to the dangers of applying makeup while driving.
As discussed further in class, content that brings awareness should be both disruptive and innovative. Another example that I can think of that falls into this category is Dollar Shave Club’s “Our Blades are Fu**ing Great” video, which apparently helped the brand gain 12K new customers in two days. The video was completely unexpected and different compared to what their competitors were producing.
Since that viral video, Dollar Shave Club actually began to partner with known influencers to sell their products. This type of content allows for these creators to deliver the message but in their own style attracting a wide array of consumers. Like this video here:
And the result? Astronomical engagement. As of today, the video has approximately 399K reactions, 5.2K comments and 418K shares on Facebook.
So yes, Jayde was right about the positive impact of influencer marketing. But what about the failures? A recent example is the Kylie Jenner/ Pepsi campaign.
Within 24 hours, the campaign was heavily criticized for many reasons. One being that this campaign was inspired by the Black Lives Matter movement yet they casted a white, privileged influencer as the face of it. Ultimately, the campaign was tone death. This also proves that choosing the right influencer is also key.
Overall, I think Jayde did an amazing job during her presentation and she helped me get a better understanding of the powers and future of influencer marketing. Also, I’ll keep an eye out for her content going forward.