Some of you may know Influencity because you use it yourselves for your influencer marketing campaigns, but many know Influencity because they are one of the biggest sponsors of the famous IMS London. This year, they inaugurated a new stage and had one of the busiest stands we've seen at a platform level.
We had the opportunity to sit down with Daniel Sánchez who was kind enough to talk about his journey as an entrepreneur and shared some of his viewpoints within Influencer Marketing:
Andrea: Hi Daniel, can you introduce yourself and tell us about your journey to co-founding Influencity?
Daniel: I'm one of the co-founders of Influencity, which we started back in 2014. We noticed a growing trend in the U.S. for fashion bloggers, which was an industry that wasn't very professional at the time, but signaled a shift in brand engagement. This led us to create Influencity to position ourselves as an influencer marketplace when the term 'influencer' was still very new.
Andrea: That's interesting. What does Influencity do now if it's not a marketplace anymore?
Daniel: Today, we're a B2B influencer marketing platform. We help brands and agencies find, analyse, manage, and measure influencer campaigns but we don't facilitate direct interactions between influencers and brands.
Andrea: If I were a brand owner, looking for assistance, what can Influencity offer me?
Daniel: We provide one of the largest influencer databases, with over 200 million profiles across TikTok, YouTube, and Instagram. In a nutshell, brands can use our platform to find influencers that match their style and audience perfectly.
Andrea: Can you share examples of your first clients and some you particularly enjoy working with now?
Daniel: Our first client was a big brand that we ran a successful campaign for in 2015, I can't tell you more about it but it was the beginning of a successful journey for us and it was a way of proving that our concept was indeed valued by brands because they really needed help and the data we provide for them to make decisions. Currently, our top clients include IPG Media Brands, ISOBAR, OGLB in various regions, and on the brand side, companies like Nestle or even Sony Music in India.
Andrea: What are Influencity's future plans? and what are the challenges you are finding on the way?
Daniel: We will tell you more about the new features we will launch next year. We are developing new services for brands in order to capture a bigger chunk of the influencer marketing spend globally.
The biggest challenges are legal, like dealing with taxes and fiscal regulations in various regions.
Andrea: How does Influencity stand out from its competitors?
Daniel: Our platform is known for its ease of use, with no learning curve, and excellent support. We assist with strategic questions and provide personal attention to each client's needs.
Andrea: Have you witnessed any influencer campaign mishaps, and what advice would you give to those new to influencer marketing?
Daniel: Mistakes happen, particularly if the campaign's terms aren't clear. My advice is to establish a clear agreement when paying for content. For product seeding strategies, it's better not to expect anything in return, as 80% of influencers will likely post about the product eventually.
Andrea: As a final question, what advice would you give to a brand starting with influencer marketing?
Daniel: Start with a clear strategy and use the right tech solutions. Be relevant and respectful when reaching out to influencers. Remember, it's not about immediate riches but building relationships and being patient with the outreach process.
Andrea: Thank you for your insights, Daniel. It was great learning about Influencity.
Daniel: You're welcome, Andrea. It was a pleasure discussing our platform with you!
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