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IMS Global Partner Spotlight: Vuelio

We spoke to Rebecca Potts, group events manager at Vuelio - a media partner at this month's Influencer Marketing Show Global.

It’s great to have Vuelio involved as a media partner for the Influencer Marketing Show Global. What are you most looking forward to about the virtual event?

Thank you! We’re really proud to be a media partner for the second year in a row. The agenda looks fantastic and we can’t wait to hear from the experts about their predictions for the influencer marketing industry in 2021.

IMS Global is content-focused with a range of panel discussions, solo sessions, keynotes and masterclasses from leading experts. As a software company supporting marketing, PR and comms professionals, just how vital is influencer content in today’s marketing mix?

It’s incredibly important. I think a lot of brands still think that influencer marketing only works for consumer marketing and think only of fashion and beauty influencers, when this couldn’t be further from the truth. Influencer is a such a broad term, and the right influencers change with sector and audience. It’s important to understand that because the right influencer marketing strategy can yield real results for any business.

How is Vuelio helping influencers and the media?

At Vuelio we’re committed to supporting influencers and the media in a number of ways. Our researchers work with contacts to ensure details and pitching preferences are accurate and up to date in our media database. This helps our clients find the perfect influencer, journalist or expert for their campaign and ensures those contacts only receive targeted relevant content. 

Our sister brand ResponseSource allows influencers and journalists to request content, products to review and expert speakers through the Journalist Enquiry Service, giving them access to thousands of verified contacts. 

We also conduct a yearly influencer survey across the industry, which looks at what types of post receive compensation and the amount influencers are paid, what the ‘supersectors’ are, the most popular and successful channels used by influencers, and why influencers are most likely to reject your pitch. The survey helps both our customers in comms and the influencers themselves understand the influencer community better. 

And finally we have the Online Influence Awards at the end of the year which celebrates their hard work!

The Coronavirus pandemic has impacted the industry massively. What content marketing trends have you seen shift over the last few months and where do you now see the opportunities coming from?

We asked this question in our Influencer survey and hosted a webinar with influencers and a brand to discuss how their strategy had changed. All agreed that they had to shift to content which could be created from home yet remained consistent with their brand. A lot saw marketing spend dip so for many influencers, work was slower at first. But brands quickly realised that influencers had more engagement with their audiences online and more often, so have since readjusted strategies to make better use of influencer value through collaborations. 

The shift has been different depending on the sector with travel influencers being particularly impacted, but it’s been amazing to see the ingenious ideas for content over the past months. 

With influencer content being a huge emphasis for many marketers right now, what tips can you share for brands looking to adopt an effective influencer strategy? 

Following our influencer survey, we put together our top 5 tips on how you can improve your influencer marketing. I’d say the key factors to consider for marketers are knowing and communicating your budget upfront and, of course, targeting the right influencers so the collaboration benefits all parties.

The Online Influence Awards are taking place soon. What can we expect from the virtual ceremony? 

We’re trying to bring the feel of an awards night to people’s living room so we’ve got some surprises up our sleeve! This year we’re able to hear from each of our winners and judges, and have some fun along the way! The Online Influence Awards take place on Friday 20 November from 5pm until 7pm, tickets are free and you can register here.

Lastly, what plans do you have for 2021 that we should look out for?

We’re hopeful that 2021 will see a return to our live events so fingers crossed we should be able to celebrate in person at the Online Influence Awards 2021. We’ll also conduct our influencer survey and it will be exciting to see the results after this strange year, so keep an eye out for that.

It’s not too late to get your ticket to the Influencer Marketing Show Global – register for a ticket here and view the full agenda programme. 

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