Creator economy agency Amplify recently expanded its global presence with the launch of Amplify Activate across Southeast Asia featuring a network of over 10,000 creators. To learn more about that, as well as some of the latest trends in the rapidly expanding world of influencer marketing we caught up with Alex Reid, co-founder of Amplify.
Over the course of our conversation, he talks about where influencer marketing is at in its evolution, the challenges brands face in finding the right influencers to work with, Meta’s recent introduction of Threads, his take on virtual influencers, and more.
If you were to plot a trajectory of influencer marketing, where do you see it now in its evolution?
Influencer marketing is now hitting its stride as brands and agencies increasingly recognize its value. In previous years, influencers were often considered as mere add-ons to marketing campaigns, but now they are being integrated into campaign strategies across multiple media sources. Influencers are transitioning into publishers, building their own channels and cultivating dedicated audiences.
“The evolving landscape of influencer marketing is proving that influencers are not just a passing trend but have become essential partners in crafting successful marketing campaigns with real impact.”
This trend is leading to the creation of influencer-driven audiences that can rival platforms like Netflix and other streaming services in the fierce competition for viewers’ attention. As influencers gain prominence, their role in marketing becomes more crucial, as they offer authentic connections and engaging content that resonate with their followers. The evolving landscape of influencer marketing is proving that influencers are not just a passing trend but have become essential partners in crafting successful marketing campaigns with real impact.
You recently announced the launch of Amplify Activate across Southeast Asia with a network of over 10,000 creators. Tell us more about that
Amplify Activate is a dedicated campaign management agency that works with brands to connect them to the right creator in the most effective way. The demand for influencers is growing, and the diversity of influencers is increasing as more brands join the platform. There is more focus on engaging with creators, and the process is becoming more detailed with the brand’s requests.
In response to this, we have built a network of around 10,000 creators across the Asia Pacific region, all available on our platform for brand execution and activation in the creative space. Building strong relationships with these creators is crucial to ensuring the brand’s output is safe, delivered on time, impactful, and capable of delivering results.
“This trend is leading to the creation of influencer-driven audiences that can rival platforms like Netflix and other streaming services in the fierce competition for viewers’ attention.”
What are some of the most common challenges that brands face in finding and working with the right influencers?
The main challenge revolves around matching the brand’s target audience with the appropriate influencer to ensure relevance. This is where Amplify Activate comes in. We work closely with brands to align them with the right creators, ensuring the outcome meets the brand’s expectations. Establishing a strong relationship between the brand and the creator is often key to making the content feel authentic and resonate with the audience.
What’s your take on virtual influencers and their effect on the influencer marketing industry?
We welcome all updates to the creator landscape. I think virtual reality influencers could be really interesting. I don’t believe it would take away from traditional creators since, despite the majority of content being consumed online, there’s still a need to establish a personal connection between the creator and the audience. I’m excited to see where this space goes and whether AI can reach a point where they can create that feeling, but I have my doubts.
Meta’s recently launched Threads is just starting to get its footing – grant it, with a pretty impressive following out of the gates. What’s your take on Threads and what advice do you have for brands?
It’s interesting that with the launch of any new social media app, people seem to approach it with increasing authenticity. Brands are now communicating on Threads in a way they would never do on Instagram. For example, the tone feels cheeky and rogue, which can be attributed to its status as a new platform.
“Finding a creator with the right audience and brand alignment is crucial. Ideally, look for creators whose content you enjoy watching and to whom you feel a connection.”
If we look at the evolution of social media apps over the past 10 years, it started off being very formal with Facebook, got a bit more casual with Instagram, became even more relaxed with Instagram stories, and TikTok embraced an anything-goes attitude. Now, with the launch of Threads, it’s taking a different route, and people are being even more daring and unconventional on that platform.
What advice do you have for smaller-budget brands who want to work with influencers?
If you’re just stepping into the influencer marketing space, finding a creator with the right audience and brand alignment is crucial. Ideally, look for creators whose content you enjoy watching and to whom you feel a connection.
If you manage the social media account for the brand you want to collaborate with, pay attention to the algorithm’s suggestions. If the algorithm shows the creator’s content multiple times on your brand account’s ‘for you’ page, it’s likely a good sign that there’s a relevant crossover of interest.
