In this interview, Piyush Agarwal, Co-Founder, CREATE, Talent Management and Influencer Marketing Agency, shares the journey of CREATE, the evolving role of talent management, strategies for building authentic relationships with influencers, and the anticipated trends shaping the influencer marketing landscape by 2025. With a focus on data-driven approaches and targeted marketing, Agarwal outlines how agencies can empower creators and effectively connect brands with their audiences in the dynamic creator economy.
Can you describe the journey of CREATE and outline your plans for the organization in the near future?
CREATE is a talent management and influencer marketing agency founded by Avi and me, driven by our vision to bridge the gap between influencers and brands. As college friends who studied BCA, we discovered our passion for the thriving creator economy and gained valuable experience in the field before launching CREATE in 2022.
Since then, we’ve collaborated on exciting projects, including helping one of our creators publish a book and assisting another in launching his podcast soon. Our goal is to empower creators at every stage of their journey.
Looking ahead, we aim to build a comprehensive ecosystem for creators—supporting them in securing brand deals and launching their own products. We believe in enhancing creators’ online presence and personal branding, ensuring they can succeed across all platforms.
How has the role of a talent manager changed, and what are influencers expecting nowadays?
Talent management in the creator economy is a fast-evolving field that requires managers to stay constantly alert to market trends and changes. Influencers rely on their managers for up-to-date advice and insights, expecting them to provide strategies that go beyond traditional brand deals to explore diverse revenue opportunities. It’s essential for managers to be proactive and innovative in supporting their clients’ growth and success.
What strategies have proven most effective in building authentic and enduring relationships with influencers?
Building a relationship with talent is akin to cultivating any meaningful relationship in life. Effective communication without barriers is essential, and both parties must foster trust and maintain transparency. When these elements are prioritized, nurturing a strong and productive relationship with talent becomes a natural and rewarding process.
With the influencer landscape growing so rapidly, how can brands effectively navigate the diversity of influencers and select those that best align with their marketing goals?
With the influencer landscape evolving rapidly, brands can effectively navigate the diversity of influencers by leveraging data provided by social media platforms. One of the most critical metrics to consider is engagement, as it reflects how audiences interact with a creator’s content. High engagement indicates a strong connection with followers, making the influencer more likely to resonate with your target audience.
Beyond engagement, brands should also assess other metrics such as demographics, audience interests, and content relevance to ensure alignment with their marketing goals. By analyzing this data, brands can shortlist influencers who not only fit their objectives but also enhance their overall campaign effectiveness. Ultimately, a strategic approach to influencer selection will help brands maximize their impact in this dynamic landscape.
What metrics and KPIs do you prioritize when evaluating the success of an influencer campaign?
When evaluating the success of an influencer campaign, we prioritize key metrics such as reach and engagement. Reach indicates the total number of unique users who have seen the campaign, providing insight into the size of the audience impacted and overall brand visibility. Engagement, on the other hand, reflects how deeply the audience interacts with the content through likes, comments, shares, and saves. High engagement rates suggest that the content resonates well with viewers, indicating a strong connection that can lead to conversions.
Additionally, we consider metrics like conversion rate, brand sentiment, and return on investment (ROI). The conversion rate measures how effectively the campaign drives actions such as sales or sign-ups, while brand sentiment evaluates the overall perception of the brand following the campaign. Finally, calculating ROI helps assess the financial impact by comparing revenue generated against campaign costs. By analyzing these metrics together, brands can gain a comprehensive understanding of the campaign’s effectiveness and make informed decisions for future collaborations.
How are agencies utilizing AI and technology in their operations?
Agencies are increasingly exploring AI and technology to enhance their operations, though its implementation varies. Currently, the use of AI in our agency is minimal. We occasionally leverage it for brainstorming sessions and to assist with content writing, but we haven’t fully integrated it into our processes yet.
As the landscape evolves, we anticipate exploring more advanced applications of AI, such as data analytics for audience insights, automated reporting, and personalized marketing strategies. This could help us streamline our workflows and improve campaign effectiveness in the future.
What are the anticipated trends in influencer marketing for 2025?
Anticipated trends in influencer marketing for 2025 include a significant shift toward more targeted marketing strategies. As brands increasingly recognize the value of precision in reaching their audiences, collaborations with influencers will become more focused on niche markets. This will enable brands to engage with highly specific demographics and foster deeper connections with consumers.
Additionally, the use of influencers for performance marketing assets is expected to rise dramatically. Brands will likely leverage influencer partnerships to drive measurable outcomes, such as conversions and sales, rather than just brand awareness. This shift will encourage a more data-driven approach, where ROI is prioritized, and influencers are seen as integral components of broader marketing strategies.
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