We caught up with @ellesechloe, a VAMP Collective Influencer, who is completing her PhD on Social Media Marketing with a focus on Influencer Marketing research.
Ellese shares her findings so far, focusing on the opportunities and challenges which Influencers face in a quickly developing industry.
When I first started Uni, I never would have expected that I’d be continuing past my undergrad and embarking on a doctorate in Business. At the time, Instagram was a brand new app that I was using as a photo editor, every so often posting up a photo of my food or with friends.
What I was learning in Marketing at Uni was mainly focused on the traditional channels of television, outdoor and print, and I was interning at a fashion magazine (that currently has its last print issue on the shelves). Fast forward a few years and the media landscape has completely and irrevocably changed, inviting in a new wave of content creation, with Instagram at the forefront.
After spending my honours year researching the ordinary Instagram user, I realised I was spending more and more time on content creation myself – which motivated my decision to explore my interests further through starting a PhD in social media marketing.
As both an Influencer and a researcher, I find the world of social media endlessly exciting, especially the way in which marketing has been completely reinvigorated by a single app. This is what has sparked my interest in the current landscape and the role Influencers hold in bridging this relationship between brands and buyers.
“The ability for brands to benefit from social media is hugely promising, but only if considered correctly, with a strong emphasis on building strong relationships with Influencers and the content they create.”
Initial Research Findings
Through my Influencer Marketing research, I am beginning to confirm many of the initial observations that I have considered whilst scrolling through my Instagram feed.
The ability for brands to benefit from social media is hugely promising, but only if considered correctly, with a strong emphasis on building strong relationships with Influencers and the content they create.
Brands who are benefiting from social media platforms such as Instagram are nurturing this relationship and using it as space to communicate inspiring content that builds a story about a product or experience.
As my research continues (and Instagram no doubt continues to evolve), it will be fascinating to see how Influencers and brands continue to adapt.
Already, new features such as Instagram stories, business profiles and multiple image slides are emerging to create new opportunities to communicate with users.
“Brands and Influencers need to remain open to new opportunities whilst simultaneously staying true to their ever evolving sense of identity.”
Sweet Spot for Influencers & Brands
The Influencer space is becoming more and more crowded, meaning authenticity and genuine communication is vital.
Followers and Instagram users are smart and savvy – and can more often than not, detect falseness.
This creates a challenge on two fronts – brands and Influencers need to remain open to new opportunities whilst simultaneously staying true to their ever evolving sense of identity.
Establishing a balance between these two often conflicting ideals can ultimately contribute towards achieving that elusive social media success.
“VAMP, for me, remains at the forefront of content creation and as an Influencer I am always excited and confident to work with them.”
Look into the future
My own experience of being an Influencer has been heavily inspired by these discoveries, including my own decisions of which brands to collaborate with.
This is one of the reasons I love working with VAMP – namely, the ease of knowing everything upfront on a platform that you can trust.
I strongly think this combination results in higher quality content that is much more effective – both for the brand and for the Influencer themselves.
VAMP, for me, remains at the forefront of content creation and as an Influencer, I am always excited and confident to work with them.