Taylor Stokal, Manager, Client Strategy at Time + Space, was interviewed for issue 002 of #paid magazine. Here’s a full transcript of their chat:
What drove you to consider starting an influencer marketing campaign?
This may be because I’m a millennial, but I follow several influencers. Because of this, I can certainly see the value in an authentic influencer partnership. My first influencer recommendation for a client came from simply listening to their pain points. They wanted to start a conversation with their millennial consumers and were looking for an innovative way to do so.
What are your thoughts on influencer marketing in general?
I recently completed a Masters Degree in Consumer Psychology which taught me how important is to build relevant and authentic relationships with your consumers. I think that there’s been a clear shift in the way consumers interact with media. Specifically, I think there is a lot of attention being averted away from traditional media channels, especially with younger demographics. We're even seeing a large shift in older demographics. Understanding these shifts and leveraging them to create relationships is important and I think influencer marketing can play a big role in that.
What challenges did #paid help you solve in connection to influencer marketing?
I feel that the key to a successful influencer marketing campaign lies in finding an authentic influencer for your brand. With the number of advertisers flocking to this form of advertising it’s become more important than ever to select an influencer whose values and content align with your brand and your objectives. #Paid was a trusted partner whose expertise has been invaluable.
What do you think the future of influencer marketing is and its effect on traditional marketing?
I really do believe there's a clear shift in the way that we are consuming media. There was a recent study released by Google that suggested that the current attention span of an adult human is 8 seconds, which is down from 14 seconds in 2016, making it increasingly important to think as innovatively as possible to connect with consumers. I think influencer marketing does a really great job at that since consumers are already leaning into that type of content.
I suspect that influencer marketing will play a small role in helping to shift the way marketers think about reaching their consumers, and I believe that will inevitably have some effect on the way that we leverage traditional marketing channels.
What would you share with any other marketers considering running an influencer marketing program with #paid?
As humans are naturally risk-averse, my advice to other marketers is very simple: take the risk and test the waters. I’d also mention that if you’re looking for a collaborative and insightful team to take the plunge with, then you have found it with #paid.