Name: Why influencer marketing is still the future
Uploaded: 2023-10-16T08:28:44.420Z
Duration: 385.48
Description: The impact of social media influencers on digital marketing has been on of the biggest things to happen to the industry in decades. But has it had its day? Juntae DeLane, founder of Digital Delane, explains why he think influencer marketing is here for good.

JuntaeD v4 25.mp4

Influencer marketing vtt.vtt

English

{{00:00:00}}
You know in the next five years, I think
influencer marketing is going to change.

{{00:00:04}}
I think it's going to go from influencer
marketing to 'influence marketing'.

{{00:00:17}}
Hi, I'm Juantae DeLane, founder
and CEO of Digital DeLane.

{{00:00:21}}
We are full service digital marketing
agency located out of Los Angeles.

{{00:00:30}}
So influencer marketing is
essentially when you're developing

{{00:00:33}}
relationships with influencers to
help them promote your brand message.

{{00:00:38}}
Influencer marketing has been
around for many years now.

{{00:00:41}}
I still think it's a trend to watch
out for in the upcoming year because

{{00:00:45}}
ultimately when you are looking to
amplify your message in a very unique

{{00:00:49}}
way, influencer marketing certainly is a
good tactic for that, especially if you

{{00:00:55}}
are a business in a special category.

{{00:00:58}}
That can't essentially use
traditional advertising channels,

{{00:01:03}}
you can push your brand messaging
through influencers on your behalf.

{{00:01:12}}
Well what I think is great about
influencer marketing is that it ultimately

{{00:01:17}}
is able to give a brand unique access
to a specific set of users that really

{{00:01:25}}
look up to the influencer and really
take heed to the influencer's advice.

{{00:01:30}}
And so, it's great because it sort
of levels the playing field and

{{00:01:34}}
provides individuals who are looking
to build themselves as a brand, be

{{00:01:38}}
able to make connections with brand
partners, and they would be able to

{{00:01:44}}
be monetised for their influence.

{{00:01:47}}
And so, from that perspective, I
think it's good when it comes to

{{00:01:50}}
levelling the playing field with
other major players in the space.

{{00:01:53}}
So a great influencer marketing case
study would be for a client of ours,

{{00:01:57}}
who is a startup FinTech app, really
looking to focus on targeting Gen Z.

{{00:02:02}}
So we're able to develop an
influencer marketing program that

{{00:02:06}}
establishes ambassadors, a group of
ambassadors, on behalf of the client.

{{00:02:13}}
So, what we're able to do is look to
identify who is a part of that brand,

{{00:02:19}}
ethos, who is most likely to be aligned
with it, what type of content they

{{00:02:25}}
actually produce or consume, and promote.

{{00:02:28}}
We aligned,aligned those
ambassadors with our FinTech client.

{{00:02:34}}
And, based upon that we were able to
have an increase in initial downloads

{{00:02:39}}
for the client based on solely
using these ambassadors, without

{{00:02:45}}
doing any traditional paid media.

{{00:02:55}}
When you consider influencer marketing
and some of the potential pitfalls,

{{00:03:00}}
you have to consider the algorithms
of the social networks in particular,

{{00:03:06}}
because they're pretty much jocking
for a position when it comes to revenue

{{00:03:13}}
generated, whether it's through their
platform and it's going directly to their

{{00:03:16}}
platform or directly to that influencer.

{{00:03:18}}
So we have to keep, really an eye on
the algorithm changes that take place

{{00:03:23}}
on these platforms to see how they are
potentially suppressing the reach of

{{00:03:28}}
any sponsored content, as an example.

{{00:03:31}}
So that would be a pitfall
if there's any change in the

{{00:03:33}}
algorithms of these social networks.

{{00:03:40}}
So when we think about how sponsored
content is going to impact influencer

{{00:03:45}}
marketing, and that sponsored content
meeting content that is amplified

{{00:03:50}}
through paid means through that
specific platform versus amplification

{{00:03:55}}
of an organic influencer post.

{{00:03:58}}
Essentially, there is some conflict
there and as algorithms start to

{{00:04:02}}
change, I'm sure they're gonna begin
to consider, uh, the sponsored content

{{00:04:07}}
versus the organic content that is then
sponsored by a brand as an example.

{{00:04:13}}
So what I would say here is,
ultimately to focus on doing both.

{{00:04:20}}
Meaning that you have that influencer
create the content and then amplify

{{00:04:26}}
that content on his or her profiles.

{{00:04:30}}
Take that same content, repurpose
it, and then promote it through

{{00:04:33}}
your social channels, through
paid amplification as well.

{{00:04:42}}
I don't think that influencer marketing
is going to replace marketing as we know

{{00:04:46}}
it because there's so many other channels,
right, that you would want to implement,

{{00:04:51}}
or institute a marketing campaign.

{{00:04:54}}
I do think though, that it certainly
levels the playing field and provides

{{00:04:58}}
another channel for you to distribute your
information, or your brand communication.

{{00:05:04}}
But ultimately when it comes down
to it, influencer marketing is

{{00:05:08}}
only going to continue to grow.

{{00:05:11}}
People like to do business with
people they know, like, and trust.

{{00:05:15}}
And so, if you are a new brand or
an emerging brand, it's certainly

{{00:05:20}}
beneficial to connect with the right
influencers to help promote your brand.

{{00:05:30}}
You know in the next five years, I think
influencer marketing is going to change.

{{00:05:34}}
I think it's going to go from influencer
marketing to 'influence marketing'.

{{00:05:40}}
And really what that means is, as people
start to become savvier and build their

{{00:05:45}}
careers off becoming an influencer, things
are going to start to catch up to that.

{{00:05:50}}
And it's only, it's going be a situation
where target audiences are starting to

{{00:05:57}}
become numb based upon the brand messages,
and they're going to want to look for

{{00:06:00}}
someone that has a true organic connection
with the brands that they're promoting.

{{00:06:05}}
So as a brand, it's best to establish
a relationship with people of influence

{{00:06:11}}
so that they can naturally promote your
offering through their social channels.

{{00:06:16}}
That's where I think
influencer marketing is going.

You know in the next five years, I think
influencer marketing is going to change.

I think it's going to go from influencer
marketing to 'influence marketing'.

Hi, I'm Juantae DeLane, founder
and CEO of Digital DeLane.

We are full service digital marketing
agency located out of Los Angeles.

So influencer marketing is
essentially when you're developing

relationships with influencers to
help them promote your brand message.

Influencer marketing has been
around for many years now.

I still think it's a trend to watch
out for in the upcoming year because

ultimately when you are looking to
amplify your message in a very unique

way, influencer marketing certainly is a
good tactic for that, especially if you

That can't essentially use
traditional advertising channels,

you can push your brand messaging
through influencers on your behalf.

Well what I think is great about
influencer marketing is that it ultimately

is able to give a brand unique access
to a specific set of users that really

look up to the influencer and really
take heed to the influencer's advice.

And so, it's great because it sort
of levels the playing field and

provides individuals who are looking
to build themselves as a brand, be

able to make connections with brand
partners, and they would be able to

And so, from that perspective, I
think it's good when it comes to

levelling the playing field with
other major players in the space.

So a great influencer marketing case
study would be for a client of ours,

who is a startup FinTech app, really
looking to focus on targeting Gen Z.

So we're able to develop an
influencer marketing program that

establishes ambassadors, a group of
ambassadors, on behalf of the client.

So, what we're able to do is look to
identify who is a part of that brand,

ethos, who is most likely to be aligned
with it, what type of content they

actually produce or consume, and promote.

We aligned,aligned those
ambassadors with our FinTech client.

And, based upon that we were able to
have an increase in initial downloads

for the client based on solely
using these ambassadors, without

When you consider influencer marketing
and some of the potential pitfalls,

you have to consider the algorithms
of the social networks in particular,

because they're pretty much jocking
for a position when it comes to revenue

generated, whether it's through their
platform and it's going directly to their

So we have to keep, really an eye on
the algorithm changes that take place

on these platforms to see how they are
potentially suppressing the reach of

So that would be a pitfall
if there's any change in the

So when we think about how sponsored
content is going to impact influencer

marketing, and that sponsored content
meeting content that is amplified

through paid means through that
specific platform versus amplification

Essentially, there is some conflict
there and as algorithms start to

change, I'm sure they're gonna begin
to consider, uh, the sponsored content

versus the organic content that is then
sponsored by a brand as an example.

So what I would say here is,
ultimately to focus on doing both.

Meaning that you have that influencer
create the content and then amplify

Take that same content, repurpose
it, and then promote it through

your social channels, through
paid amplification as well.

I don't think that influencer marketing
is going to replace marketing as we know

it because there's so many other channels,
right, that you would want to implement,

I do think though, that it certainly
levels the playing field and provides

another channel for you to distribute your
information, or your brand communication.

But ultimately when it comes down
to it, influencer marketing is

People like to do business with
people they know, like, and trust.

And so, if you are a new brand or
an emerging brand, it's certainly

beneficial to connect with the right
influencers to help promote your brand.

And really what that means is, as people
start to become savvier and build their

careers off becoming an influencer, things
are going to start to catch up to that.

And it's only, it's going be a situation
where target audiences are starting to

become numb based upon the brand messages,
and they're going to want to look for

someone that has a true organic connection
with the brands that they're promoting.

So as a brand, it's best to establish
a relationship with people of influence

so that they can naturally promote your
offering through their social channels.

That's where I think
influencer marketing is going.

Future Trends 

Trend

Explainer

The impact of social media influencers on digital marketing has been on of the biggest things to happen to the industry in decades. But has it had its day?
Juntae DeLane, founder of Digital Delane, explains why he think influencer marketing is here for good.

Marketing

Social Media

Influencers

thumbnail_Juntae_DeLane_photo_469100_1550603222.jpg

xsmall_Juntae_DeLane_photo_469100_1550603222.jpg

Juntae_DeLane_photo_469100_1550603222.jpg

Juntae DeLane

Founder/CEO

DeLane explains how influencer marketing can give you a unique spin on your message.


What is Influencer Marketing?

Influencer marketing gives brands unique access to a specific set of users and allows them to build connections.


What is great about it?

DeLane explains how he helped a fintech company to target a Gen Z audience using influencer marketing.


Examples of a case study

Keeping up with all of the changes in social media isn't easy. DeLane explains how the algorithms can be a challenge to getting your message out.  


What are the downsides of influencer marketing?

DeLane talks about how you can make sure your sponsored content and influencer content aren't competing with each other. 


How can sponsored content and influencer content work together?

Here you can find out why DeLane thinks influencer marketing can co-exist with more traditional forms of marketing.  


Will marketing as we know it be replaced by influencer marketing?

While influencer marketing is here to stay, DeLane tells us how it will need to change to keep the audience interested.   
