{"id":2333,"date":"2022-10-10T19:38:47","date_gmt":"2022-10-10T19:38:47","guid":{"rendered":"https:\/\/info.maccabee.com\/blog\/?p=2333"},"modified":"2024-12-18T16:27:22","modified_gmt":"2024-12-18T16:27:22","slug":"inside-the-influencers-perspective","status":"publish","type":"post","link":"https:\/\/info.maccabee.com\/blog\/inside-the-influencers-perspective\/","title":{"rendered":"Inside the Influencer&#8217;s Perspective \u2014 What Marketers Can Learn From The 2022 HAVEN Influencer Conference"},"content":{"rendered":"<p>As I touched down in Atlanta recently, I was excited to join over 500+ influencers and notable brands such as <a href=\"https:\/\/www.ryobitools.com\/\">Ryobi<\/a>, <a href=\"https:\/\/www.homedepot.com\/\">Home Depot<\/a>, and <a href=\"https:\/\/www.behr.com\/consumer\/?gclid=CjwKCAjw6raYBhB7EiwABge5KtXawMH7s78dEFEk6rwKNIGSyEthg4kPoiIhvyfcke-8ndP_aNIfmBoCD4wQAvD_BwE&amp;gclsrc=aw.ds\">BEHR<\/a> at the annual <a href=\"https:\/\/havenconference.com\/\">HAVEN influencer conference<\/a>. Focused on the DIY and home improvement space, we gathered at the Grand Hyatt Buckhead hotel to network and share insights into the ever-changing landscape of influencer marketing. <img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-2338 size-medium\" src=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/EmmaBadge-1-240x300.jpg\" alt=\"Emma badge\" width=\"240\" height=\"300\" srcset=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/EmmaBadge-1-240x300.jpg 240w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/EmmaBadge-1-819x1024.jpg 819w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/EmmaBadge-1-768x960.jpg 768w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/EmmaBadge-1.jpg 920w\" sizes=\"auto, (max-width: 240px) 100vw, 240px\" \/><\/p>\n<p>It\u2019s no secret that influencer marketing is booming, according to <a href=\"https:\/\/influencermarketinghub.com\/influencer-marketing-trends\/\">Influencer Marketing Hub<\/a>, influencer marketing was a $13 billion industry in 2021. However, it\u2019s anticipated that the global market for influencer marketing will reach $84 billion by 2028. By gaining a better understanding of what strategies are making the biggest impacts, your brand can build better, stronger influencer relationships and campaigns. Here\u2019s what I learned on behalf of Maccabee PR and its clients:<\/p>\n<p><strong><u>Authenticity is key with influencers<\/u><\/strong><\/p>\n<p>Marketers understand that consumer use of social media serves as a glimpse into one\u2019s personal \u2018highlight reel\u2019 \u2014capturing only the most perfect moments, projects, and achievements like weddings, recipes, and vacations. But while brands may appreciate seeing their product portrayed in the picture-perfect exterior of an influencer&#8217;s feed, brand marketers should recognize the opportunities in embracing the not-so-perfect aspects of life as well.<\/p>\n<div id=\"attachment_2339\" style=\"width: 189px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2339\" class=\"size-medium wp-image-2339\" src=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Screen-Shot-2022-10-07-at-11.41.32-AM-179x300.png\" alt=\"Influencer in doctor's office\" width=\"179\" height=\"300\" srcset=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Screen-Shot-2022-10-07-at-11.41.32-AM-179x300.png 179w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Screen-Shot-2022-10-07-at-11.41.32-AM-612x1024.png 612w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Screen-Shot-2022-10-07-at-11.41.32-AM.png 700w\" sizes=\"auto, (max-width: 179px) 100vw, 179px\" \/><p id=\"caption-attachment-2339\" class=\"wp-caption-text\">See above for a screenshot taken from Lolo Jone\u2019s Instagram, where she details her struggles with IVF.<\/p><\/div>\n<ul>\n<li><strong><em>Influencers are humans too <\/em><\/strong>\n<ul>\n<li>The influencers we met have transitioned into sharing more real and raw content on their social platforms. Followers want authenticity, and they\u2019ve gotten exceptionally good at spotting the fakes. Whether it\u2019s <a href=\"https:\/\/www.instagram.com\/p\/Cakr6xRDRI-\/?utm_source=ig_embed&amp;ig_rid=2abbe973-5b8d-4420-873d-d171b6e2a5ff\">ditching the Instagram filters on selfies<\/a> or sharing personal stories such as <a href=\"https:\/\/www.instagram.com\/p\/CWYiKAKNa_h\/?utm_source=ig_embed&amp;ig_rid=93926607-f64d-4bbe-b2d3-35513cc6eca7\">miscarriages<\/a> and <a href=\"https:\/\/www.instagram.com\/p\/CgxmUPxtinW\/\">IVF journeys<\/a>, creators want to be seen as relatable people vs. just an account on social media. At right, you can find a screenshot of an Instagram Reel that Olympian and influencer Lolo Jones posted about her struggle through IVF this year.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><strong><em>Highlighting failures<\/em><\/strong>\n<ul>\n<li>While sitting in on a panel hosted by a group of micro and macro-level influencers\n<div id=\"attachment_2340\" style=\"width: 203px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2340\" class=\"wp-image-2340 size-medium\" src=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Bathtub-193x300.png\" alt=\"Clawfoot tub\" width=\"193\" height=\"300\" srcset=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Bathtub-193x300.png 193w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Bathtub-658x1024.png 658w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Bathtub-768x1194.png 768w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Bathtub-988x1536.png 988w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Bathtub.png 1286w\" sizes=\"auto, (max-width: 193px) 100vw, 193px\" \/><p id=\"caption-attachment-2340\" class=\"wp-caption-text\">Above: an image from the Grit &amp; Polish Blog, highlighting a mistake Cathy and Garrett made during their bathroom remodel.<\/p><\/div>\n<p>such as Ashley of <a href=\"https:\/\/www.instagram.com\/smashingdiy\/?hl=en\">@smashingdiy<\/a>, Nneka of <a href=\"https:\/\/www.instagram.com\/onehandymomma\/?hl=en\">@onehandymama<\/a>, and Erin of <a href=\"https:\/\/www.instagram.com\/liveprettyonapenny\/?hl=en\">@liveprettyonapenny,<\/a> I learned that the majority of their followers actually enjoyed seeing when they made mistakes or failed at a DIY project. For example, influencers <a href=\"https:\/\/www.thegritandpolish.com\/blog\/sometimes-we-make-mistakes\">Cathy and Garrett Poshusta\u2019s blog \u201cThe Grit and Polish\u201d recently<\/a> highlighted a vintage bathtub remodel (at right). In their blog post, they chose to highlight the plumbing mistake they made over nine months ago when remodeling their bathroom. Real people make mistakes, and by showcasing the not-so-perfect side of DIYing, influencers better connect with their audiences.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><em><strong>How do brands react to an influencer\u2019s authentic self? <\/strong><\/em>\n<ul>\n<li>While followers have praised influencers for sharing more of the authentic human experience, during my time at HAVEN, newer creators expressed their concerns about how uncapped authenticity would affect their brand partnerships. Would you head into your 9-5 job with messy hair and PJs on? Would you detail personal stories of loss and grieving with a prospective employer? Probably not. While some influencers expressed concerns about what brands might think about unfiltered authenticity, others shared stories of brands being supportive of those who were gutsy enough to record such personal stories or stand up for social issues like the Ukraine war and school shootings.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><strong><u>Short form video isn\u2019t everything <\/u><\/strong><\/p>\n<p>It\u2019s no secret that short form videos such as Instagram Reels and TikToks are taking over the internet \u2014 according to<\/p>\n<p><a href=\"https:\/\/blog.hubspot.com\/marketing\/short-form-video-trends\">HubSpot Blog&#8217;s 2022 Marketing Industry Trends Survey<\/a>, more than half of marketers (51%) who use short-form video plan to increase their investment in 2022.\u00a0HAVEN is a perfect place for brands and influencers to mingle and talk about what content they\u2019d like to create and invest in in 2022, \u00a0I overheard conversations around the often-forgotten pieces of content such as blogs, long-form videos, and Instagram stories as part of brand partnerships. While it\u2019s smart for brands to continue to invest in collaborations on Instagram Reels and TikTok, it\u2019s also wise to widen its reach to multiple platforms and online mediums by utilizing be following content pieces.<\/p>\n<ul>\n<li><strong><em>Blog posts and the power of SEO <\/em><\/strong>\n<ul>\n<li>By partnering with an influencer on an SEO-optimized blog, content can be easily found and referenced online \u2013 forever! SEO stands for &#8216;Search Engine Optimization&#8217;, which is the process of getting traffic from free, organic, editorial, or natural search results in search engines, like Google. It aims to improve a blog or website\u2019s position in search results pages. The higher the website is listed or \u2018ranked\u2019 the more people will see it. By investing in rankable blog content on Google, brands can expand the ways they show up online.\n<ul>\n<li>In addition, blogs can easily be repurposed for almost any channel, for example, pulling out the best quotes of a blog and using it on social platforms in the form of infographics or videos.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><strong><em>Long form video shouldn\u2019t be forgotten <\/em><\/strong>\n<ul>\n<li>Conversations also swirled around the power of YouTube during HAVEN. Many influencers said that some of their best performing YouTube videos were around 12-15 mins long. This was interesting to me, since we, as marketers, have been told repeatedly that consumer attention spans are declining and that optimal YouTube video length should be 6 to 8 minutes. Great! But, for industries like DIY and home improvement, where projects are often more complex, and requires copy that\u2019s more detail oriented. I learned that if the video is engaging enough, people will see it through.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<div id=\"attachment_2345\" style=\"width: 1034px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2345\" class=\"wp-image-2345 size-large\" src=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/GoogleDIYscreenshot-1024x848.png\" alt=\"Google screenshot\" width=\"1024\" height=\"848\" srcset=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/GoogleDIYscreenshot-1024x848.png 1024w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/GoogleDIYscreenshot-300x248.png 300w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/GoogleDIYscreenshot-768x636.png 768w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/GoogleDIYscreenshot-1536x1271.png 1536w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/GoogleDIYscreenshot.png 1689w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-2345\" class=\"wp-caption-text\">See above: Results from a google search that shows how videos rank above websites when optimized for SEO.<\/p><\/div>\n<p>YouTube videos are also considered rankable on Google searches. \u2018Rankable\u2019 meaning, keywords in titles and copy can beoptimized and be easily found on search engines, similar; to how a website can be found when doing a google search. \u00a0During my time at HAVEN, influencer Christina Muscari of <a href=\"https:\/\/www.instagram.com\/pretty_distressed\/\">@pretty_distressed<\/a> talked about the importance of optimizing keywords in titles of videos. In the example above, \u00a0you can see that by searching \u201chow to DIY cabinet doors\u201d Google first populates this list of YouTube videos, which are all ranked higher than websites and blogs because they are optimized with the right keywords.<\/p>\n<div id=\"attachment_2347\" style=\"width: 184px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2347\" class=\"size-medium wp-image-2347\" src=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Philp-174x300.jpg\" alt=\"Philip survey\" width=\"174\" height=\"300\" srcset=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Philp-174x300.jpg 174w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Philp.jpg 440w\" sizes=\"auto, (max-width: 174px) 100vw, 174px\" \/><p id=\"caption-attachment-2347\" class=\"wp-caption-text\">See above: Photo from influencer Philip of Philip or Flop\u2019s Instagram story, asking followers what they\u2019d like to see more of from his content.<\/p><\/div>\n<ul>\n<li><strong><em>Instagram stories create deeper connections <\/em><\/strong>\n<ul>\n<li>Instagram stories allow influencers to make a more personal with their audience, and many creators, such as Philip of <a href=\"https:\/\/www.instagram.com\/philip_or_flop\/?hl=en\">@philip_or_flop<\/a>, (see left) has shifted to sharing more conversational content through stories vs. static posts or videos. Creators also shared during HAVEN breakout sessions that most of their engagement with their audiences came from their Instagram stories as opposed to Instagram static posts or videos.<\/li>\n<\/ul>\n<\/li>\n<li>Instagram stories also allow followers to easily click a link to head to your product or website. That\u2019s in contrast to Instagram Reels and TikTok, where followers have to take the time to click into the influencer profile to find your brand\u2019s \u201clink in bio\u201d referenced in captions.<\/li>\n<\/ul>\n<p><strong>What does the future hold for influencer marketing? \u00a0<\/strong><\/p>\n<p>The value of influencer marketing lies in the fact that <a href=\"https:\/\/www.shopify.com\/blog\/influencer-marketing-statistics\">61%<\/a> of consumers trust influencers\u2019 recommendations. As the world of influencer marketing grows, what should we expect to see? \u00a0Based on what I saw at HAVEN, here\u2019s my predictions:<\/p>\n<ul>\n<li><strong><em>More nano and micro influencer partnerships <\/em><\/strong>\n<ul>\n<li>Is it cool to get your brand in front of huge audiences through influencers such as Julia and Chris of <a href=\"https:\/\/www.chrislovesjulia.com\/\">@chrislovesjulia<\/a>, boasting nearly 950K followers? Yes! But is a massive following everything to your brand\u2019s products? No. Although the reach might not be as large, many smaller creators still produce quality content and have some of the most engaged audiences. Lower pricing also gives brands the ability to partner with more creators in the nano (1K \u2013 10K followers) and micro (10K \u2013 100K followers) spaces vs. just a handful at the macro (100K+ followers) level.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><strong><em>Long-term influencer partnerships <\/em><\/strong>\n<ul>\n<li>Another key learning I experienced at HAVEN is that influencers are veering away from short-term brand deals. Instead, creators are looking to build long-term partnerships with brand contract lengths of 1 year or more. With influencer marketing growing in popularity, creators are becoming more selective in choosing partnerships so as to not overwhelm their audiences and come across as more genuine.\n<ul>\n<li>By establishing a strong, long-term relationship with a variety of influencers, marketers can turn these social leaders into true brand advocates.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Marketers \u2014 now is the time to start maximizing the way in which you utilize influencer marketing. Tap into the infinite communities of followers through the world of social media.<\/p>\n<div id=\"attachment_2348\" style=\"width: 310px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2348\" class=\"size-medium wp-image-2348\" src=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Ashley-300x300.jpeg\" alt=\"Ashley photo\" width=\"300\" height=\"300\" srcset=\"https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Ashley-300x300.jpeg 300w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Ashley-150x150.jpeg 150w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Ashley-768x768.jpeg 768w, https:\/\/info.maccabee.com\/blog\/wp-content\/uploads\/2022\/10\/Ashley.jpeg 997w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><p id=\"caption-attachment-2348\" class=\"wp-caption-text\">See above: Photo of HAVEN opening keynote speaker, Ashley of Alexander Renee Design.<\/p><\/div>\n<p>\u201cGet out of your own way, and realize you have everything you need to truly be successful \u2013 you either have the skills or have the ability to reach out to those in your network to accomplish those goals.\u201d \u2013 HAVEN Keynote speaker <a href=\"https:\/\/www.alexanderrenee.com\/\">Ashley of Alexander Renee Design<\/a><\/p>\n<p>Looking to ramp up your influencer marketing program? Reach out to the Maccabee team to <a href=\"https:\/\/maccabee.com\/what-we-do\/influencer-marketing\/\">learn how to better connect and collaborate with creators<\/a> on your next influencer campaign!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As I touched down in Atlanta recently, I was excited to join over 500+ influencers and notable brands such as Ryobi, Home Depot, and BEHR at the annual HAVEN influencer conference. Focused on the DIY and home improvement space, we gathered at the Grand Hyatt Buckhead hotel to network and share insights into the ever-changing&hellip;<\/p>\n","protected":false},"author":26,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[25],"tags":[],"class_list":["post-2333","post","type-post","status-publish","format-standard","hentry","category-featured"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Inside the Influencer&#039;s Perspective \u2014 What Marketers Can Learn From The 2022 HAVEN Influencer Conference - Maccabee Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/info.maccabee.com\/blog\/inside-the-influencers-perspective\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inside the Influencer&#039;s Perspective \u2014 What Marketers Can Learn From The 2022 HAVEN Influencer Conference - Maccabee Blog\" \/>\n<meta property=\"og:description\" content=\"As I touched down in Atlanta recently, I was excited to join over 500+ influencers and notable brands such as Ryobi, Home Depot, and BEHR at the annual HAVEN influencer conference. 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