In this session...
Influencer marketing is here to stay, entire industries are getting transformed and companies are built from scratch on social media alone. However, as companies invest more they expect more, including assurances that impressions and engagements are real. The follower count is frequently used to calculate rewards, but this is a crude metric to assess the output of an Instagram influencer campaign. Solberg Audunsson, CEO of Takumi, breaks down what is behind the follower count, how to think about and tackle fraud and what tools are available to advertisers today to reduce waste at various points in the pipeline. Following the talk, Jemima Garthwaite from London based agency 'This here' will be hosting a panel of experienced brand managers for a clearer view of the topic.
Amanda Spencer, Senior manager, Global influencer relations - Nars Cosmetics
Shannon Truax, Global VP, Brand Social - GoDaddy
Hannah Forbes, Strategy director, influence - R/GA