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Influencer marketing is not only here to stay — it’s an essential component of the evolving creator economy that can help to make or break today’s brands.
This was the topic of discussion at the recent Vogue Business event at Nine Orchard, during New York Fashion Week, in partnership with ShopMy. We invited Nell Diamond, CEO and founder of home and fashion brand Hill House Home; Meg Strachan, founder and CEO of lab-grown diamond brand Dorsey; Grace Atwood, influencer and founder of lifestyle blog The Stripe; and ShopMy COO Tiffany Lopinsky to sit down for a panel discussion on everything brands need to know about working with and making the most of creators today.
The power creators wield can be immense. Just ask Diamond, whose brand’s Nap dress went viral during the pandemic after she recruited influencers to style, model and post about the dress online while proper shoots were shut down. But brands need to be able to understand how to get the most out of their creator partnerships, says Atwood. Like Diamond, who let influencers make the dress their own, brands need to trust creators to connect with their audiences. That means letting go of some creative control.
Knowing what you want to get out of creator campaigns and partnerships is also key, says Lopinsky, co-founder and COO of ShopMy, a creator-centric ecosystem connecting top brands and creators. While many brands join ShopMy for the comprehensive sales data, Lopinsky explained that it’s just as important to understand awareness and who is organically and authentically engaging with your brand.
Where is it all heading? Strachan predicts that in ten years time, all marketing could be influencer marketing. As the social media landscape continues to shift and expand, it’s clear that creator marketing has become an indispensable tool for brands.
All four of our panelists highlighted a pivotal truth: brands must embrace collaboration and place trust in their creators' understanding of their audiences. While platforms will evolve and new trends will emerge, cultivating strong relationships with creators will help brands remain resilient and adaptable in the dynamic digital world. In Nell Diamond’s own words, “the magic in the creator economy relies on fostering relationships.”
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