When you bring 100+ of Canada’s leading beauty and lifestyle bloggers and brands into a room, you’d be surprised what conversations you’ll overhear; discussions about monetization, disclosure and the future of marketing.

On September 19, Dx3 welcomed influencers and brands the St. Andrew’s Club in downtown Toronto for EMPOWER — a one-day conference dedicated to the development of influencer marketing. Most of the time when influencers attend an event, it is to cover a product launch, enjoy a fashion show or engage with a brand. Instead EMPOWER aimed to celebrate the growing impact vloggers, bloggers and other influencers making a splash in the public relations and marketing space.

Cision is a proud sponsor of EMPOWER and had a seat at the table to listen in as influencers like YouTube stars Wendy Nguyen and RachhLoves shared their insights on growing your influence and working with brands. Here are their rules for influencer marketing.


11224673_976301689098592_6656759147225317117_nInfluencers are not ads.

Each influencer is different. The experience of working with any specific influencer is unique. That means the content produced will be unique as well whether it is a video or article or an Instagram post they will with vary in the quality, engagement and audience. Cookie cutter influencer campaigns don’t get results. In fact a poorly diversified campaign can disengage an influencer’s audience accordingly to male beauty expert and content creator Anthony Deluca. He says that brands need to let influencers decide on the format and style of their own creative.

“From one vlogger and another, our creative visions will be completely different,” said Deluca. “When I see 10 haul videos with products from the same brand it doesn’t look authentic.”

That authenticity is the product that brands rent from an influencer and your campaign’s credibility is founded on maintaining it.

Brands are purchasing relationships, not views or clicks.

Influencers are becoming more sophisticated with how they sell access to their networks, features on their blogs or call-outs in their videos. Beyond simple rate-cards, influencers are offering long term collaborations based on the length of the relationship and amount co-promotion. It isn’t just money that influencers value but the quality of the brand and the personal relationships built with its representatives.

Know your targets.

As every influencer has a unique audience the demographics of your target audience become more important. Before formalizing an agreement with a potential influencer, speak to them about their demographics to ensure it aligns with your target audience. Showing an understanding of the value of an influencer’s audience increases the likelihood that they will work with you.

Come by next week as we will release our Social Influence Toolkit with all of our lessons from EMPOWER featuring tech columnist Amber MacArthur and Nike’s Master Training Eva Redpath.

About James Rubec

James Rubec is a data geek, a former public relations lead and journalist with a love of content and advocacy. Ask him anything @JamesRRubec and be sure to follow @Cision_Canada

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