Fun fact: Over 70% of advertisers are using Influencer Marketing at their companies, according to a study conducted by Press Board Media in 2018, and its little wonder why: Influencer Marketing is a fun new way to engage audiences and refresh your PR strategy.
Our fellow Influencers, Content Creators, Business Owners and Marketing strategists can always use a relatable story to read. In today’s conversation we hear the Business Owner and Founder of PR agency @TishTashTalks, Natasha Hatherall’s take on – PR trends, Pet-peeves and code-of-conduct in a city like Dubai.
Q: What do you think was one Social Media trend that became extremely popularised in 2021?
A: 2021 has seen TikTok cement its position as the fastest growing social medium and continues to present some excellent brand opportunities that I do not think the region is fully utilising – especially for those wishing to reach a younger audience and capitalising on Influencer engagement.
Reels on Instagram have also come into their own this year, and currently we are seeing more reach on the platform for reels and other video content within the platform algorithm.
Q: From a PR perspective, what must an Influencer’s tone of voice be while working with a big-ticket client?
A: Client and Influencer collaborations should always be a smart, relevant or even a *strategic* fit. From an Influencer point of view, they need to treat client interactions with the professionalism required of any business transaction. Influencers must understand the brand positioning and have clarity on what they are looking for from a content and reach perspective, including quality, creativity and frequency/scope of deliverables.
It’s a very competitive and desirable space – Influencers should recognise the benefit of working with prestigious brands and understand that there are many others who could easily take their place.
Q: What according to you is a PR pet-peeve?
A: Ironically – communication!
We receive hundreds of requests from influencers a day at TishTash (Natasha’s PR agency based in Dubai) – and many of them are badly written. (“Send [xyz brand]” – not even a please or a thank you!) Many have not followed any previous submission instructions and some, sadly are downright rude and demanding. We have an obligation to our clients to deliver quality and cannot accommodate every request. The least a potential influencer can do is communicate politely and showcase their content and stats for example when requested. From an agency point of view – we are not fans of non-responsive clients who are looking for coverage but cannot deliver from their side or accommodate media requests on time.
Q: What can we predict for 2022 – in terms of brand partnerships and Influencer activations?
A: In 2022 we will see a continuation of more transparency and authentic activations between brands, Influencers and consumers. We see the most success with brands who recognise that every consumer is a potential influencer and plan those campaigns accordingly. Video content will continue to reign supreme, so any Influencers who are not yet creating with video effectively need to practice! Consumers want to see products ‘in action’ and brands will be looking to collaborate with Influencers who can showcase their products or services in the Influencers own unique style and in their own voice– not just creating content that looks like everyone else’s. On TikTok, there is a lot of engagement with ‘how to’ videos that show a transformation or ‘before and after’ – we will see a lot more of that required too I believe.
Q: What is one key difference, apart from the usual ones – between honest PR practices, and Journalism?
A: The PR is always on the side of the client – that is what they are hired for.
PRs and Journalists both need each other, and whilst there is this key difference in objective – News Vs. Promotion. It is perfectly possible to have meaningful, helpful and win/win relationships between PR and the Media.
Q: Which Influencers have you been inspired by lately?
A: I am most inspired by Influencers who use their platforms to inform, educate and engage – whether it be skincare or beauty, or human issues. To this end I follow people in the wellness space, inspirational women who are doing good and those who inspire and educate on issues such as infertility or gender issues.
Some of my current favourites in our region include: @FarfromFat126 and @EmmakBelle for keeping it real.
@Irenesteelestyle, @chandniatsheikhland, @JaimeMortonHawley, @makeUpanddLiterature and @Hanoooody for really going the extra mile with their content and creativity.
Q: Tell us one message you’d like to share with your audience.
A: Be kind. Be Considerate – whomever you are communicating with, everyone has a life behind the screen and you do not know what is happening for them behind the screen. Demanding, inconsiderate and rude is never a good look – even in DMs.
Q: 3 tips for start-up brands in the bustling (and expensive city) of Dubai.
A: 1) Build your brand from day. Put your brand in the hands of as many people as you can, as soon as you can.
2) Be creative – it doesn’t cost anything and can ultimately be your key to market share and success.
3) Know your niche! If you want to work with brands, they need to know that you care about their products, industry or service. Don’t try and be everything to everyone as it never works.
*Special note from ‘Tash: “Be patient, but produce. Brands will not want to collaborate with you minus any content to check out, so consistently create and build your audience before approaching brands and PR agencies. Buy products you love and use and create content with them, attend free events and showcase what you can do and test/learn what works for you and what you love. I firmly believe if you follow your heart and do what you love, then the rest will follow.”*
If you are a potetial client looking to engage with Influencers, kindly contact: Talent@itplive.com. We are home to some of the best talent and sucessful campaigns in the region of Dubai.
