How to inspire and foster creativity in the workplace

Whilst it’s easy to recall all-singing, all-dancing campaigns when asked about creativity in PR- Thames-floating, shock-inducing, tear-shedding ideas- creativity runs much deeper than that. It’s the foundation for progress and innovation- from pitching to ways of working.

Great PR has to have creativity at the core. Not only because it is a prerequisite to effective communication, but because PR is stepping up as a competitor to its siblings; marketing and ad giants have positioned ‘creative’ as their beating heart since their inception, and PR needs to do the same. And no, you don’t need a Creative Director to set that benchmark in your team (although it does help).

 Creativity unlocks an agile advantage because it demonstrates an understanding that innovation is fundamental to keeping up with how audiences and people change. In this sense, any agency worth its salt needs to foster an entire culture that inspires and supports creativity, in all its forms. That means acknowledging that not everyone’s creativity is nurtured and brought out in the same way- and investing in accommodating this.

 What might help, are the following tried-and-tested tips for what we have found to make the biggest difference.

 1. Start with a diverse team

Bringing a rich tapestry of experience, identity and talent together is absolutely your most powerful creative asset, and competitive advantage. The best ideas are informed not just by a rich set of data, but by diverse minds.

Diversity has long been an issue in PR and the wider creative industries, and the agencies will only fall short of the best work because of it.

This needs to continue beyond recruitment and into process. At Fanclub, we have a flat structure when it comes to creative ideation for campaigns. Everyone gets involved, together- from interns to directors.

 2. Workspace autonomy

 People need to have autonomy of their own workspace, schedule and way of working to accommodate the true definition of ‘creative thinking’: how people approach problems with solutions. This can depend on so many things, beyond personality and skill.

 Allow flexibility with working hours, where people work and their own day-to-day process.

 Don’t just allow flexibility, but support it. This can also make all the difference to retaining great creative talent- a lack of practical support to help balance work and family life, for example, can mean losing them.

3. Brainstorming: consider time and space

Our MD, Adrian, always says that his best ideas come to him in the shower. Each to their own, truly. Mine usually strike me a few hours deep on Reddit (I like to think of it as ethnographic research…).

 The point is that ideas are not always born inside the confines of a meeting room, in a pressured, time-constrained brainstorm. Plus, not everyone feels comfortable shouting out ideas. Let your team stew, think, ponder and be struck by inspiration outside of the office.

 For campaigns, you might not always be blessed with a decent response time (but that’s for another blog post), but encouraging people to take a walk, sleep on things and contribute in their own time and using their own format will lead to stronger ideation.

4. Always-on creativity and a culture of proactivity  

 Don’t just ask for or rely on creativity once you have a problem or a brief. Encourage an always-on approach to ideas-sharing and creative inspiration.

 At Fanclub, we hold a weekly Open Practice Brainstorm for the entire agency, in which we develop a brief for an existing client or prospective one, and develop ideas in pairs over the week. Not only does this mean we mix up collaboration across the team, but we’ve got a stream of creative sessions and ideas at any given time.

 We also have Slack channels dedicated to sharing creative case studies and thought leadership, as well as a weekly forum to discuss them.

5. Moving away from the pressure of big ideas

 Thinking creatively is not just about huge, integrated campaign ideas. Smart creativity is being proactive with smaller ideas, and not just for smaller campaigns; reactive opportunities, strategic copy, byline ideas, and suggestions for better ways of working are all great ways of demonstrating a creative mindset.

Fostering proactivity like this, for clients and the agency team, showcases the impact of always-on creative thinking and the power of creative solution.

6. Support self-identifying ‘non-creatives’

Everyone has met someone who says that they’re just ‘not very creative’. More often than not, this comes from people believing that to be creative means to strive to be a Creative Director, or simply an issue of confidence. But, as we know, everyone has the capacity for creative thinking in their role. And whilst some might think it can’t be taught, they’re wrong- it’s about exercising those muscles more and more.

Those who lack confidence can often end up sabotaging their potential. It’s up to managers to help them explore what it means to be creative, and help empower them with confidence to share ideas and platform their day-to-day creativity. 

Emily Barnes - Account Director at Fanclub PR

 

 

 

 

 


Download the crisis comms planning guide

Click to image download the guide

For businesses, when it comes to crisis, it’s a matter of ‘when’, not ‘if’. A pre-Coronavirus study by PwC showed that 69% of business leaders had experienced a crisis in the last five years. The same study found that companies with over 5,000 employees can expect to experience one crisis per year.

Never have crisis comms skills been more valued than the world we’re in today. I won’t labour the point any more than you’ve already heard; instead, we’re offering practical advice from one of the best in the business.

Richard Peel was the former director of comms for the BBC (where he had to deal with everything from terrorist death threats to journalists, through to defending the very existence of the BBC itself), before departing to head up comms at Ofcom and Camelot. We’ve been working with him for the last year and he’s our go-to person when it comes to crisis management.

Richard has been kind enough to distill his experience into sage advice for our clients, peers and friends in our latest whitepaper; a practical guide to creating your crisis comms plan.

By following the steps outlined in this guide, you will be better equipped to deal with the impending crisis on the horizon, helping to safeguard the longevity of your organisation, its customers, jobs and the well-being of all involved in their professional lives.

We could all do with a bit of help at the moment and we want this advice to benefit as many people as possible. Instead of placing this behind a data-capture gate as we usually do, you can access this freely without entering any details. Just click on the image above. And please do feel free to share this as much as you like, too.

We’d welcome any feedback or suggestions you have. If you’d like to share any thoughts, or say thank you, email us at hello@fanclubpr.com


Fanclub favs. TikTok

In case you haven’t heard, TikTok is the fastest growing social media platform in the world. While some of us might automatically think of the 2009 hit song by Kesha, for others the name has taken on a whole new meaning and has led to the creation of a unique subculture. For brands, this opportunity to achieve cultural relevance by tapping into nuances and connecting with consumers is why TikTok should be a priority consideration for communication professionals.

We at Fanclub are admittedly big TikTok fans and during the past couple weeks, we have been spending a lot (maybe a bit too much) of time on the app. So in light of this, we thought we would share a list of Fanclub’s favourite TikTok’s. We hope you find them as funny and entertaining as we do! 

 

Emilee: Everybody at Fanclub will be able to tell you that I have been hooked on TikTok for some time now, so hooked that I have even given myself a specific time and limit every day to watch them. Every night at 10 pm, you can find me in bed scrolling through my feed while silently giggling to myself for 30mins. As I am on the app quite frequently, I like to think TikTok’s algorithm knows me quite well, as 90% of the videos that are suggested to me are of either dogs or cute old people. So, in line with my theme, one of my favourite TikTok’s comes from Grandma Sandy, who recently discovered the Coke and Mentos challenge for the first time.

 

Fab: Ok first thing’s first; TikTok is literally nothing like Vine. It offers way more in terms of creativity with filters, green screens and even music built into the app. Now I’ve stated that, let me introduce you to one of my many favourites. For context, Anna Faris is one of my favourite actresses of all time (no one has her level of range) and teamed up with the current coronavirus pandemic, it does nothing but make me laugh every time I watch it.

 

Hannah: At the start of the week, before we decided to write this blog I wasn’t on TikTok. And to be honest I was a little sceptical about all the hype around it. Fast forward to last night, I was up until 1:30am watching TikTok videos. Think it’s safe to say that it’s a little addictive and in times like these when we don’t have much else to do with our evenings what’s the harm, right? Here’s my favourite from last night’sbinge - it’s just his face and the look of regret, the more I watch the funnier it gets…

 

Adrian: For me, TikTok is a snack-sized entertainment platform. But what really blows me away is the amount of creative talent on there; I’m excited about the future of content. Because TikTok just fills in the ‘in-between’ moments for me, I enjoy the comedy videos the most. They’re like a little blast of joy to lift you up. Before the UK went into COVID-19 lockdown, this video was shared with me, and I liked the way that this creator captured the criticism of the government’s delayed response to the threat in a really funny way.

 

Camille: My participation in TikTok up to this point has been limited to following various recipe accounts, watching the Rosa and Marlene TikToks (if you know, you know) and marvelling at how funny my 14-year-old sister is on there. I think it’s really fascinating seeing what’s gone viral and done well from the platform. It’s often the really weird, unpredictable, and silly content that fares best, making it unlike any other platform right now. To that end here’s my pick, I think we can all find something to relate to in this TikTok. Sometimes we are all this aggressively southern child, just wanting to pet a dog, other times we might be the dog that you’re not allowed to pet. Ultimately this is a TikTok about the human condition. Also, this kid’s voice is hilarious.

 

Emily: Amidst the chaos of the world right now, TikTok is undeniably a destination for light relief. What I particularly love at the moment is how its content transcends generations- and keeps the world connected, no matter what their age. Outside of ruddy-faced dads bounding down the driveway to Blinding Lights, and eating a continental breakfast with Old Man Steve , I was beaming when I watched videos from Westhill Park. The residents at the care home in Kettering have all been isolating, but have been staying connected by learning TikTok dance challenges- from Elvis to Doja Cat. For every naysayer who says that TikTok is a Gen Z cesspit, there is a 90-year-old grooving to Funky Town and becoming a small-scale TikTok sensation. It definitely brought a smile to my face!


By Lina Prestwood, producer of the FT's "Culture Call' podcast

Anyone can make a podcast - but with 900,000 series and 30 million episodes available on Apple as I type how do you make a good branded one, one that will actually cut through? After years of working in both television docs and on award-winning branded content in both video and audio, here are some brief thoughts, questions and tips for brands to consider before pressing record.

  1. A podcast is not your field of dreams; just because you build it doesn’t mean they’ll come - in a cacophonous market where discoverability is the main challenge your podcast has to really give the audience something they can’t get anywhere else. What is your brand’s superpower to exploit? Once you have established that, figure out what you want your podcast to achieve and how you will super-serve your audience (for, indeed, you must)  in order to hit that target.

  2. Clarify your proposition again and again and again until you can articulate it in one sentence. It will inform EVERYTHING you do from top to bottom whether it’s booking guests, writing questions, choosing music and marketing your work.  Think about at least one format point that gives you, your guests and your listeners a guiding principle for the conversation. From Desert Island Discs to Reply All to TED Radio Hour all have clear format points and a clarity of editorial focus that their audience know and love. Be specific, be niche - that will win you fans in podcast land.

  3. Create a clear sonic identity for your series and treat it with the care that you would any other part of your branding -- think of your favourite podcasts and chances are you will be able to hear them clearly in your head. (Hopefully it goes without saying that you need to ensure your podcast’s tech is up to the job, and that you need to edit your podcast properly -  inarticulate ramblings and unsatisfying tangents can occur in even the most intelligent of conversations, no doubt, but lose them or lose your audience). While we are here: cough up a few hundred quid for your own theme music and some stings exclusive to your brand and treat your producer to access to a music library - it doesn’t have to be expensive. Check out Epidemic, for example.

  4. Whether it’s Serial, Jessie Ware’s Table Manners or The Guardian’s Today in Focus, all good podcasts  - i.e. the ones you genuinely look forward to updating in your feed and happily share -  are, at their core, entertaining stories and so get a producer who values editorial pre-production as much as technical production. By researching your guests and putting genuine thought into your discussion and scripts ahead of time you are respecting your contributors and your listeners - and your host will come off as an absolute star; the women I work with at the FT on Culture Call are brilliant interviewers as a result of the remarkable journalistic integrity they bring to the table. Culture Call is an extension of the FT brand - it’s hosted by two FT editors and brings listeners behind the scenes every now and then but ultimately our listeners stay for the fact that they have two smart as hell hosts talking to the people who are pushing culture forward.

  5. Before you start, ring-fence your branding clearly - will you mention it once at the top and leave it? Half way through? Or even just in the artwork and not at all in the audio? However heavily or lightly your brand features please don’t try and subtly drop it in ninja style - podcast audiences readily understand that brands pay for great content but won’t take kindly to feeling like they’re being tricked into listening to an advert.

Lina Prestwood is a former documentaries commissioning editor at Channel 4 and executive producer at Virtue where she was responsible for the branded content of brands such as Mazda and Lexus, including the viral film First Flight for Vodafone (which won a couple of Cannes Lions and a Lovie and was watched over 4m times on YouTube). Her audio documentaries about Fathers and Sons for Mr. Porter took gold for Best Branded and Podcast of the Year at the British Podcast Awards in 2017 and she currently produces Culture Call for the FT.

Listen to Lina's podcast by clicking the image below.

Fanclub favs. Books

As parents will know, it's World Book Day, today. To celebrate, rather than coming into work dressed as our favourite character, we've decided to share some of our favourite reads with you. Enjoy.

Amy Hall: 'When Hitler Stole Pink Rabbit', by Judith Kerr

I have always been a voracious reader and as a child I got absolutely lost in books, so it’s impossible to pick one all-time favourite. But one book that has always stayed with me and that I read over and over again as a child was When Hitler Stole Pink Rabbit by Judith Kerr.

I think most people have encountered and been touched by one or more of Judith Kerr’s beautiful stories at some point in their lives and I am so enjoying reading all of the Mog series to my two young girls. But Pink Rabbit was just so enchanting to me. It’s frightening (especially knowing as I did that it’s based on Kerr’s own life), thrilling and emotional and takes place before the start of the second world war so the tension is palpable. Quite a big theme for a 6-year-old (which is when I first read it) but so sensitively handled. The rest of the trilogy is no less brilliant.

Fabian Castellani: 'Utopia for Realists', by Rutger Bregman

I can safely say that this work from Rutger Bregman gave me a little glimmer of hope for our world. It’s a huge claim, but once you’ve read this, you’ll understand exactly what I mean.

The way our society is structured isn’t conducive to living our best lives, but many of us don’t understand what we can change or are told that the solutions we have aren’t suitable by everyone from business owners to politicians. Rutger argues very convincingly for Universal basic income, a 15-hour working week and open borders, as well as presenting solutions for homelessness. And these aren’t just simple ‘oh let’s try this’ ideas; they’re fully researched concepts that have actual studies to back them up (including a study by charity Broadway to tackle homelessness in the City of London by simply giving homeless people grants).

It will honestly open your eyes as to how we can create a ‘utopia’ aka the lives we truly deserve, whilst still in-keeping with the notion of capitalism we’ve come to accept as ‘normal’.

Hannah Kalyan: "21 Lessons for the 21st Century", by Yuval Noah Harari

If you’re looking for an easy-read or a feel-good story, this is not the book for you. But, what Yuval does provide is refreshing clarity on the todays most debated and complex issues, something that can feel incredibly rare in a world dominated by fake news and click-bait headlines.

While you might need Alexa to help you define a couple words (or every other word in my case!), it is a must read for the new generations who have the tricky job of navigating the moral and political implications of biotechnology to human irrelevant in the face of Big Data algorithms.

Emilee Senchyna: "The Outsiders", by S.E Hinton

I have to admit, I am not a big reader… Nothing against books, I just have a short attention span - so any book I am going to read needs to entice me within the first chapter.

Thinking back to the books I have read, 'The Outsiders' by S.E Hinton has always had a special place in my heart. The story follows a young Ponyboy Curtis as he details the conflict between two rival gangs divided by their socioeconomic status: the working-class ‘Greasers’ and the upper-class ‘Socs’. I started out by watching the film and maybe it was the hunky 80’s star-studded cast that got my attention – but after watching, I was hooked. After finishing the novel in record time, I was then one of those people who now claimed, ‘the book is better than the movie’.

Lucky for me the year after I read the book – it was chosen as the novel study for English class, so you could say I was an expert in all things Greasers and Socs. Till this day, I can recite monologs from Ponyboy and still shed a tear up when Jonny passes away (sorry for the spoiler). For a long time, I even wanted to get ‘stay gold’ tattooed on me, and who knows maybe I still will.

Adrian Ma: "One Hundred Years of Solitude" by Gabriel Garcia Marquez’s 

I’ve always enjoyed ‘magical realism’ since reading Louis de Berniere’s (of ‘Captain Corelli’s Mandolin’ fame) Latin American Trilogy as a teenager. In a world where science rules, it’s comforting to escape to a place where mysticism and greater forces play with the fate of the story’s characters. It’s a place where in a post-rational (or ‘Post-Truth) world, we may once again find ourselves.

To me, there are three books that really stand out in this genre, Isabelle Allende’s ‘House of Spirits’, a beautiful tale that follows four generations in Chile in which characters have paranormal powers, Salman Rushie’s ‘Midnight’s Children’, a tale about a generation of Indian children - born on the hour of India’s independence - who develop supernatural talents, and Gabriel Garcia Marquez’s One ‘Hundred Years of Solitude’. Of these, Marquez’s story about the fictional town of Macondo, which transforms from a place of magic, to one that, after generations of contact with the modern world, falls into a ruin is my selection for this year. This story paints a powerful cautionary tale for the world in which we live today, where we’re discovering the true cost of economic progress to our natural environment.

Emily Barnes: "On Earth We’re Briefly Gorgeous", by Ocean Vuong

Given my indecisiveness, I don’t think I could pick a favourite book of all time. But a book that I read recently which I really loved was “On Earth We’re Briefly Gorgeous" by Ocean Vuong. The author is actually also a poet, and the structure of the novel reads like a poetry collection. It’s about a gay immigrant boy in the US, written as a letter to his illiterate mother; compelling and honest on the complicated relationship between a mother and son. I really loved it and it was like nothing I had read before.


Hacking PR to supercharge e-commerce & digital

We know that PR has more to offer the digital world and it’s been our mission over the last few years to bridge this gap.

We have invested in our knowledge, experimented with our clients, created new processes, adopted new tools, and have spent a lot of time listening to digital marketers. What we discovered is that PR has the potential to supercharge digital sales. It just needs to be engineered in the right way.

We’ve taken what we’ve learned over the last few years, looked at what’s coming up in the future and have published a guide to hacking PR for e-commerce and digital sales. It includes

  • an explanation of how the ‘death of the linear customer journey’ has impacted the role or PR in sales
  • an overview of new channels of influence
  • practical advice on how to optimise PR to deliver more value across organic and paid search, shoppable social media and voice
  • an overview of the role of algorithms for content discovery and what it means for PR and communications professionals.

It’s free to download. Just click here

You can thank us by giving us your feedback at hello@fanclubpr.com, or drop us a line about anything else you’d like to hear from us.


"A breakthrough in measurement" and other predictions for PR in 2020

Predictions. Granted, everyone's at it at this time of year and you may be tired of seeing the same old things year in, year out. But we've taken the time to look at current trends in culture, technology and media to bring you our Top 5 predictions for 2020. Happy new year.

TikTok on the clock, but the party don't stop, no

Predicted by Emilee Senchyna

Video-sharing social app Tiktok blasted into the spotlight this year, becoming the most downloaded app of 2019. Focused on the Gen Z generation, the app has brought a whole new generation of influencers. With the audience being in their teens or early 20’s this is a platform we will need to be aware of in 2020. Unlike Instagram, it doesn’t matter how many followers you have – the app rewards and amplifies creative and unique videos, in turn making people constantly deliver engaging content.

Brands are already dipping their toes into the app, with brands such as Apple, Nike and Fenty beauty all using TikTok to promote their products in a unique and visually compelling way. Instagram will still take first place in 2020 being the leading social platform, but with TikTok’s success only increasing, brands will need to adapt their strategies to meet the growing audience.

PR agencies will have to expand their expertise

Predicted by Hannah Kalyan

The role of PR agencies is changing. A 2017 study shows that 87% of professionals believe the term ‘public relations’ will not describe the work they do in five years. Gone are the days of simply writing and distributing press releases. While traditional media relations is still relevant, we must increasingly get creative when looking to secure coverage for our clients. Resources once spent on more pitching should be shifted to content marketing and social. PR will always be important, but its impact is amplified when coupled with digital and social activity. For those looking to get ahead of the curve, you must find ways to disrupt and innovate internally. If you don’t currently have paid social capabilities for example, explore staff’s passions, invest in their education and build the practice from within.

Brand Saturation = Less Voice Infatuation

Predicted by Fabian Castellani

2020 will be the year brands make voice a lot less sexy. We’re going to see an influx of brands that have waited for others to test the platform before they dip their toes in too. But an influx of voice-based products that people don’t want or don’t know exist will result in customers turning off to voice. Let’s hope brands can leave voice alone until they can add real value to the platform.

Brand transparency in the era of fake news: scrutiny increases

Predicted by Emily Barnes

With the spotlight on fake news as an urgent issue, there is an increasing push for regulation as a means to fight misinformation- with a need for PR to safeguard clients  using a watertight strategy for proactive and reactive reputation management.

The surge in scrutiny extends to the heart of brands themselves, which are increasingly challenged by consumers across all media platforms, as well as by employees with sites like Glassdoor. With the conversation around the impact on the environment and ethical practices increasing every day, brands are being held accountable for their choices.

The single solution to this is transparency; consumers want to know everything about what the buy and engage with- where it comes from, who is involved in producing it and the implications of consuming it.

For PR, this means that trust proof points are of particular significance for clients,  but equally that honest communication around mistakes and the quest to improve are fundamental in building brand credibility and importantly, brand affinity.

Finally, some meaningful PR measurement

Predicted by Adrian Ma

2020 will bring a PR measurement breakthrough. Technology already exists on a small scale for brave brands to more accurately measure PR attribution; where spend can be matched to website visitors. This will go two steps further. One, we’ll see attribution to sales rather than visits. And two, scale. The last point is important because from scale, we can establish benchmarks. This is where things will get really interesting, as we’ll be able to measure campaign performance against these benchmarks. Expect a decade where meaningful PR measurement will be the key driver of investment.


Tips for managing stress and imposter syndrome

By Adrian Ma

When it comes to mental health, PR doesn't get a good rep. In various reports it ranks in the top 10 most stressful careers out there.

Throughout my career, I've seen the casualties first hand. It's not pretty. I wanted to do something to safeguard the team's mental health, and here at Fanclub, we've been working with our in-house coach Tash (pictured).

Here she is to tell us a bit about her role, and what she does for us.

What’s your role here?

My role at Fanclub is about helping people to be the best version of themselves. I work with to them remove any interference that may be stopping them from achieving their full potential: from dealing with high pressure situations; to finessing client relationships and more smoothly negotiating team personalities.  Essentially it's about bolstering people's emotional understanding and awareness so they can feel increasingly strong, confident and comfortable within themselves to make the right decisions and excel at a higher level.   

What qualifies you for this? 

I worked in PR for over twelve years at companies including Hill & Knowlton and Freuds' before becoming a professional coach, so I understand the many trials and tribulations of the industry and the issues that affect people within it.  I have also put in the hours and gained an advanced practitioner qualification in Life Coaching and NLP with the Phil Parker Institute as well as doing additional courses to improve my knowledge with the Co-Active coaching school.

How do you do what you do? 

I always start of from the basic assumption that I'm OK and that the people I'm working with are OK too.  It's my view that labelling people is inherently counterproductive and that if employees are stuck or always butting heads with the same problem, then something about the way they are dealing with it needs to change, and I help facilitate that change.  As the saying goes: the definition of insanity is doing the same thing over and over again and expecting different results. So I get people to look at their issues in an entirely new way, to gain new ideas about how to work with and overcome them.

In your career, and in your practice, do you come across common issues in people who work in PR?

Absolutely, managing tricky client relationships, dealing with high stress situations and imposter syndrome are all very common. 

What advice would you give them for dealing with it? 

In terms of managing tricky client relationships it's key to put yourselves in their shoes.  We get too caught up in "me, myself and I" and can feel we are being attacked and disrespected by people.  But in most cases it's just not the case and many clients are just acting into the "script" of how they feel they should behave. What's key is to start giving people the tools to move away from reaction and into understanding.

With managing high stress situations it's about clearly identifying your triggers so you can become hyper aware of looking out for them and understand it's a pattern that can be hacked, not a helpless loop.

And with managing imposter syndrome it's about communication, communication, communication.  It's my belief that this so called epidemic of our age is caused by the strange social syndrome of feeling that talking about our insecurities is a weakness.  The sooner you have a group of employees together saying 'me too' the sooner you have a more relaxed, happy workforce that feels understood and part of a group, not like imposters. In fact, group coaching is the latest tool that I'm working on building out for my business clients.


Influencer marketing ROI

A recent report from Digiday which looked at influencer fraud, highlighted that a single day’s worth of Instagram posts tagged #sponsored or #ad was found to contain over 50 percent fake engagements. Of 118,007 comments, just 20,942 were not made by bot followers.

It’s not surprising that an increasingly competitive industry has fostered dirty tactics to help influencers lure in sponsorship deals. But, of course, bots don’t click, buy, comment or think; because they’re not real people.

As influencer marketing thrives and more marketers look to invest in the value of influencers in driving awareness and establishing genuine legitimacy, we see an increasing focus on using a plethora of data to establish the most effective collaboration, and, by proxy, the most engaging content. But as the landscape moves faster than many are able to keep up with, we must ask: are we focusing on the right data to get our money’s worth?

Influencer marketing demands a robust approach which uses real-time data to identify the best content creators to create sponsored content that truly resonates. Influencers themselves are under more scrutiny than ever- particularly given controversies around Logan Paul et al, and the imperative deep delve into historic content and performance.

But part of this process, and a box that is often left unticked, is close scrutiny of the influencer’s audience.

Without a clear indication that audiences could be potential customers, the content could (and is likely to) fall on deaf ears.

It’s widely understood that an influencer’s audience demographics are fundamental in identifying whether content will speak to the right people.  Depending on the content platform, there are many tools to help with this- Peg.co, for example, offers a breakdown of audience age, gender and location.

But we need to go deeper. We need to be looking at whether the audience is an audience at all.

Whilst it is certainly difficult to accurately determine fake followers, due to increasing sophistication of bots and changing privacy settings from the likes of Instagram and Twitter, there are tools available and manual processes to get a good grasp of credibility.

  1. Engagement rates
    This is a good indication of how many of their total followers are actually engaging with their content, and exploring whether their reach is valuable at all. Comments should represent about 2 percent of total engagement on Facebook, Instagram and Twitter, according to Digiday.
  2. Comments
    If you find unrelated comments asking for likes, subscribers, or generally sound spammy, they are likely to come from automated bot accounts
  3. Follower growth
    If an influencer has an irregular or sudden spike in follower growth, it could mean that they have been purchased. Sites like Socialblade can help monitor this.
  4. General credibility tools
    There are a host of tools which do some of the above for you, by using AI to establish audience authenticity scores based on a combination of follower growth, engagement rates and followers who will actually see the content on an influencer’s feed. Hypeauditor, Influencerdb and Twitteraudit are examples of this.

 

These processes are imperative in moving away from impressive but ultimately meaningless metrics that so often entice brands, and naïve marketers.

It’s up to brands and agencies to invest in understanding these pitfalls and how to avoid them, if we are to work toward genuine ROI.


Fanclub's Top Podcasts You Need To Listen To Right Now

According to Rajar, the UK’s audio measurement company, 6.1 million adults listen to podcasts in every week. Do you?

 

We certainly love a good podcast here at Fanclub, so here a few of our favourites for you...

 

Adrian’s picks

Where to start…here are just a few to get you started that I listen to regularly - Tim Ferris Show, HBR IdeaCast, The Echo Chamber, and The Adam Buxton Podcast.

 

Emily’s picks

True Crime Garage is hosted by two guys who drink beer and discuss true crime cases. Even though they're sometimes a bit insensitive and crude, I really like the informal approach to each case and the conversations that come out of it. How To Curate Your Life talks to different creative entrepreneurs about their work-life balance. It's super interesting to hear women talk about their journey in business- including how honest they are about the hardships along the way.

 

Georgie’s pick

Sword and Scale – because I’m really into murder (I’m not a psychopath).

 

Joey’s pick

The Heatwave - it’s DJ mix sets and radio shows playing Bashment music - if you want to feel like you’re at Notting Hill Carnival all year round, these are for you.

 

Jonny’s picks

How I Built This is my go-to for awesome founder stories from Patagonia’s Yvon Chouinard to Power Rangers Haim Saban. City AM’s Unregulated is a great for anecdotes from entrepreneurs too. And for a more light-hearted listen, The Food Programme have great shows, featuring interviews, trends and stories on everything related to food.

 

Matt’s pick

James O’Brien is unmissable in Unfiltered by Joe. With guests including Robert Webb, Eric Cantona and Alistair Campbell, you can be sure to get an atypically hard-hitting and heart-warming accompaniment to any commute, coffee or Cantona love-in.

 

Megan’s picks

My Brother, My Brother And Me - a hilarious and silly advice show with advice that should never be followed. I really enjoy the infamous Clt Alt Delete - interviews each week and some really interesting conversations.

 

Naomi’s picks

The High Low - perfectly combining serious, important conversations such as the #MeToo movement, the refugee crisis, and current political topics, with light-hearted but nearly as important conversations (at least to me…) about the Kardashians, Taylor Swift and prosecco.