Keeping up with the latest influencer marketing trends can be overwhelming. If you’re tired of scrolling through how-to articles on the subject, maybe it’s time to shake things up. Grab the popcorn, sit back, and feast your eyes on six TED Talks we’ve specifically chosen for influencers and influencer marketers. These curated videos combine learning and entertainment, and will keep you ahead of the curve in the ever-changing world of influencer marketing.
What you’ll learn from these leaders in the influencer industry
These TED Talks will inspire you to tackle your next influencer marketing challenge with gusto. You’ll discover:
What you need to truly measure influencer success
How your content can fulfill your audience’s needs
How to create an influencer strategy that withstands the changing tides
1. How influencers have transformed modern marketing
Rachel David is a popular YouTube personality, entrepreneur, and the CEO of Hashtag Communications — a marketing agency that connects brands and influencers online. In this TED Talk, Rachel explores how influencer marketing helps brands better connect with their customers. While it’s a given that advertising and marketing have changed in the age of social media, Rachel believes that influencers hold the key to unlocking huge audiences — and will do so for a very long time.
Rachel also shares the story of a Hashtag Communications business that generated revenue through mid-level and micro-influencers, then used that revenue to set up a deal with Kylie Jenner, who is famous for her social media power. This approach skyrocketed the brand to $10 million in revenue — fast.
“There’s only one word that differentiates influencers from celebrities: relatability.” — Rachel David, CEO, Hashtag Communications
2. Personal brand: Inspirations from influencer marketing
Imagine that you have a great idea that would make the world a better place right now. What would you have done 20 years ago to launch it and make it work? How is that different from how you’d do it now?
Regina Mehler, the Founder of 1st Row and the Women Speaker Foundation, believes in harnessing the personal branding tactics of influencers to create business ideas. Regina helps brands find their unique selling points (USPs) and generate great audience multipliers. She guides them to identify what it takes to create unstoppable ideas. In this talk you’ll hear stories about the power of being real, being passionate, and showcasing original ideas. Ask yourself: Who would I like to be recognized as a year from now? If you have that answer, your personal brand positioning is almost there.
“What makes you different to your colleagues or your friends? Most of the time it’s not your business experience — it’s your personal experiences.” — Regina Mehler, Founder of 1st Row and the Women Speaker Foundation
3. Art of influence marketing – influencers can also be your followers
Nikhila Palat, the CEO of Katalyst Reputation Management, comes to her TED Talk with more than 16 years of experience in the luxury and lifestyle sectors. Here she explains why it’s important to look beyond the number of likes and retweets an influencer has to truly measure “influence,” and explains how to create a loyal following.
Nikhila shares the story of how she’d gone above and beyond to ensure that a top publication had five-star treatment at a safari brand’s property. It’s just that things didn’t go as planned and the journalist found a giant rat in his bed. After the sheets were changed, he returned to find a toy rat in the bed instead, along with a note of apology. He loved it. Nikhila’s point? Get good at making mistakes, and dare to be different in how you fix them.
“The truth is, everybody makes mistakes — it’s inevitable. The real trick or talent when it comes to influencer engagement and marketing is to learn how to handle it. Because sometimes all it takes is one wrong to make things right.” —Nikhila Palat, CEO, Katalyst Reputation Management
4. What makes something go viral?
As a publisher at viral content company Buzzfeed, Dao Nguyen is in a unique position to share secrets on how to make content that people love. Her TED Talk provides a glimpse into how the Buzzfeed team creates its famously addictive quizzes, lists, and videos. You'll also learn about Buzzfeed’s system for understanding the way people use content. The ultimate goal? Connecting and creating culture.
Most organizations think of metadata as subject areas, and while interesting, that’s not necessarily what matters. Instead of tagging articles with a subject, consider how it helps your audience. So, for example, the context of your post might be ‘fashion” but what does it help them do? Does it help readers regain confidence, find your style, redesign your wardrobe? You’re really performing cultural cartography — so the next time you create and optimize content, think more about what it will do for your viewers than what it’s about.
“The question I get asked most frequently is ‘how do you make something go viral?’, but the question itself is misplaced. It’s not about the ‘something,’ it’s about the people doing the something — whether they’re reading or watching — what are they thinking?” —Dao Nguyen, Publisher, Buzzfeed
5. The unseen work of being an influencer
While it’s true that Influencers are closely associated with pretty Instagram grids, charm, charisma, and photographic know-how, they put a lot more into their craft than meets the eye.
In her Ted Talk, travel and lifestyle blogger Jessica Doll gives us a glimpse behind the scenes of life as an influencer. She offers a peek at the unseen work that goes into all those beautiful images, the business side of being an influencer, and how to empower yourself through social media.
“My job as an influencer does not involve simply fulfilling my role as an influencer, but fulfilling as many roles as it takes to get the job done to the best of my ability.” —Jessica Doll, Travel and lifestyle blogger
6. The future of social influence
Globally recognized as a social media travel blogger and brand ambassador, Ann Tran’s focus is on how social media and the pursuit of influence can shape our lives — both online and off. In this TED Talk, Ann explores the meaning of “social influence.”
“How do you measure the success of a campaign? All executives care about is their bottom line and the ROI. Perhaps in the future, we could track influence by focusing on the revenue itself — not the number of followers people have.”
Ann Tran, Social media travel blogger and brand ambassador
What will you do next?
Now that you’ve heard from experts and gotten a taste of what’s to come in the world of influencer marketing, use that momentum to take action. If you’re a brand or an influencer marketer:
Can you switch your perspective on what it means to measure campaign “success”?
Is it time to invest in an influencer platform that minimizes effort on the small stuff, so you can drive forward high-value influencer marketing strategies?
If you’re an influencer:
Are you truly authentic or raw with your content?
Can you take it up a notch and work with brands that speak to your values?
Most importantly, as influencers and influencer marketers, are you talking to each other? Because together you have the power to create invaluable partnerships. If you can identify just one task to begin on the back of these inspirational Ted Talks, start now. Make the time to connect, collaborate, ask questions, discover, unite — and learn.
Get in touch to learn more about how Activate's influencer solution can support your business here. And if you're a creator, join our network to collaborate with the world's leading brands by signing up here.