Influencer Marketing promotes diversity

How Influencer Marketing promotes diversity in advertising & challenges the status quo.
Monique Llewellyn

Vamp’s Global Talent Director, Monique Llewellyn, has worked in digital marketing for over 9 years across both the UK and Australia for companies including as The Iconic, Harrods and fashion label Suboo. For Monique working with Influential Content Creators is the perfect combination of creativity, marketing and business.

Do you see a shift in the industry in terms of an increase in creative freelance and if so, how do you think this might develop?

100% yes. Brands are transforming how they advertise a product and consumers how they consume content. The creative industry has been shifting as a result of the predominant use of social media by users and brands across all media channels. The way consumers are interacting with content on social media has drastically changed their expectations in terms of the quality and quantity of content they want to engage with. It has also changed the way they interact with the brands they follow.

Traditionally creating advertising content for brands would involve a very expensive and laborious photoshoot with only one opportunity to feature a couple of faces with which to hit their majority target market. They would produce a stock set of images for a magazine or in a catalogue that consumers would interact with over weeks, or months. It was extremely hard to remain up-to-date, be relevant and personally engaging to anyone except whoever was in their specific target market, excluding a whole range of potential customers.

Now via the avenue of social media, consumers are used to getting new content not just daily, but every time they look at their phones. With the introduction of ad-blocker software, people are getting less patient for content that isn’t relevant to them and pickier about the content that they choose to engage with. They’ve got no time for irrelevant, “yesterday’s news” content. It’s real-time meaningful conversations with consumers that brands need to be constantly cultivating. It’s a get up, dress up and show up approach they need to maintain which means they need to have to hand a whole host of new content that they can constantly be utilising. Otherwise they get drowned out by the competition.

For most companies this constant approach isn’t ingrained in their business culture as it’s still a relatively new concept in regards to content. They don’t necessarily have the capacity to create content so frequently and maintain a high quality. As a result, brands have to be a lot more savvy about how they’re using and acquiring content. This has opened up a gap in the market that Content Creators are helping to fill as a resource for brands to tap into.

Content Creators are responding to this need by shooting in high resolution (300DPi) so that their content can be utilised in digital or print advertising. To provide for the increased desire for video content, many of them are also hiring videographers and acquiring video editing software. They’ll shoot in landscape and portrait, from different angles, with different edits. They might post 1 image on their social feeds but have a whole variety of imagery from one photoshoot that provides a greater portfolio for brands to choose from.

Take VAMP’s campaign with MasterCard as a prime example. Priceless Getaways was a social Influencer campaign with VAMP talent creating content to post on their own Instagram channels to their engaged, loyal following. MasterCard, seeing the value in the content itself, also opted in to re-purpose the content for use in blog posts on their micro-site, in digital takeovers, banner advertisements utilised on websites like The Urban List and, with great returns on their investment.

Without Content Creators it simply wouldn’t be possible for brands to keep up.

How can social media be used for good? How might it promote social change and shift perceptions/stigma that women face?

Social media like many things in life can be viewed as the best thing or the worst thing. We can definitely see how many Influencers are using their content platform and social presence for good. Time and time again we see this in Influencers partnering with a charity, promoting social change, challenging body stereotypes in the fashion industry, for example.

One example is Kiri Vasales, founder of Bazaar Mumma, who has used her social media platform to help promote normalising breast feeding, promoting to her followers that it’s a completely normal part of motherhood and celebrating all mothers regardless of whether they are able to breastfeed or not. You can read an interview with Kiri here.

Equally we see how brands are already shifting the traditional “one size fits all” model to involve people of all different genders, sizes, ethnicities, etc. to celebrate diversity and recognise that there are multiple target markets.

We work with prominent fashion labels who specifically request Influencers from a variety of backgrounds as they want to represent a diverse audience, reflecting their customer base. Similarly, beauty companies that we work with look for a range of skin tones to showcase the diverse range of their product and to be inclusive to their diverse audience.

This is an empowering move to shifting societal stigma/perceptions that women face on a day to day basis.