# How To Raise The Bar In PR For Your Business **Creator:** Kidsstoppress **Platform:** youtube **Duration:** 21m **Source:** https://www.youtube.com/watch?v=W5G_-2Qk9QY ## Summary The discussion centers around effective public relations (PR) and influencer marketing strategies, featuring insights from prominent figures in the fashion and marketing industries. The panel emphasizes the importance of storytelling, relationship-building, and understanding the evolving media landscape to successfully engage journalists and influencers. - Priyanka, Vogue India's fashion features editor, highlights the significance of compelling narratives in pitches and the importance of knowing the target audience. - Gauri from Tween Communication stresses the need for strong relationships with journalists and the relevance of brand stories in securing media coverage. - Pooja discusses the blurring lines between PR and influencer marketing, noting that influencer marketing is essentially modern word-of-mouth driven by social media. - The panelists agree on the importance of authenticity in influencer partnerships and the necessity of a strong brand narrative to resonate with both media and consumers. - Metrics such as engagement rates and true reach are crucial for evaluating influencer marketing effectiveness, with a focus on ROI. - The conversation underscores the shift towards micro-influencers who connect more authentically with niche audiences. - The panelists advocate for persistence and professionalism in outreach efforts to journalists and influencers, emphasizing respectful communication. ## Section Insights ### [[0:00]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=0s) Introduction to Influencers and Their Roles **Question:** Who are the key figures in influencer marketing discussed? **Answer:** The section introduces Priyanka, the fashion features editor at Vogue India, and Gauri, the founder of Tween communication, highlighting their roles and contributions in the influencer marketing space. - Priyanka is a new mom and a prominent figure in fashion journalism. - Gauri is recognized for her promptness and effectiveness in communication. - The importance of influencer marketing is emphasized, showcasing its relevance in today's business landscape. ### [[4:23]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=263s) The Nature of Communication in Journalism **Question:** What are the challenges and preferences in communication for journalists? **Answer:** The speaker discusses the challenges of constant phone calls and the preference for email communication, especially for journalists who are often busy and glued to their phones. - Journalists prefer concise communication through emails rather than incessant phone calls. - Being a mom adds to the complexity of managing communication effectively. - Respecting personal time is crucial for maintaining professional relationships. ### [[8:47]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=527s) Understanding Influencer Marketing **Question:** What is influencer marketing and how has it evolved? **Answer:** Influencer marketing is described as a modern form of word-of-mouth marketing that has gained traction due to social media, creating a more cohesive relationship between brands and influencers. - Influencer marketing is a new age evolution of traditional PR. - Social media platforms have expanded the reach and impact of influencer marketing. - Brands must adapt their strategies to effectively engage with influencers. ### [[13:11]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=791s) Balancing Relationships Between Influencers and Brands **Question:** How do brands navigate relationships with influencers and journalists? **Answer:** The discussion highlights the challenges of managing relationships with both influencers and journalists, emphasizing the need for authenticity and proper communication. - Brands must balance the expectations of influencers and journalists. - Authenticity is key when engaging with influencers for marketing. - Clear communication about expectations can prevent misunderstandings. ### [[17:35]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1055s) The Shift Towards Conscious Consumption **Question:** What trends are emerging in consumer behavior and brand ethos? **Answer:** The section discusses the rise of conscious consumption and slow living as significant trends, indicating a shift in consumer values towards sustainability and ethical practices. - Conscious consumption and slow living are becoming popular buzzwords. - Brands need to align their practices with the values of their consumers. - Understanding consumer motivations is essential for effective marketing. ## Transcript **Speaker 1** [[0:00]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=0s) Foreign. **Speaker 2** [[0:05]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=5s) As we all know, Priyanka is the fashion features editor at Vogue India. Not a big, a very big name **Speaker 1** [[0:11]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=11s) I was gonna say. **Speaker 2** [[0:12]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=12s) And she's a new mom so guys effort. She's left a six week old baby, Priyanka, two months, just two months. Two month old baby. Gauri is the founder of Tween communication and it's taken her, taken very little time to chase her. Not because she's not this big title because she's extremely, extremely prompt. Right. With her replies you need very little chasing and I think that's part of the reason why Twin is such a big name in the business. **Speaker 1** [[0:40]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=40s) Thank you so much. **Speaker 2** [[0:40]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=40s) Thank you so much for doing this. And Pooja runs this massive mafia of influential influencer marketing. Right guys? So everybody who's an influencer or needs to get their brands the best influencer, she is your go to person literally. Now this as like I shared on social media this is one of the most requested panels because and I've struggled **Speaker 1** [[1:05]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=65s) with, struggled with it for a couple **Speaker 2** [[1:07]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=67s) of years finding how do you make it to the headlines? Right, we all want to get there, we want to get there soon but like really how do you get there? So I'm one amongst all of you, so I'm going to play your part right here. What we're also going to attempt to do is make this conversation extremely actionable because I believe that if it's not actionable it'll we, you know, we just procrastinate over it a little longer. **Speaker 2** [[1:29]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=89s) So ladies, I'm gonna like really get the answers out of you guys. Big round of applause for these three incredible women who are running I don't know how many multi billion dollar businesses. **Speaker 3** [[1:41]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=101s) So over to you. **Speaker 2** [[1:44]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=104s) Okay Priyanka, first up for you, what's the, what's the ideal pitch or what's the best pitch you've ever heard? And you said I have to do **Speaker 3** [[1:52]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=112s) this story so forgive me but I have mum brain. So I have put down a few notes. You know, when you, you posed that question to me, I couldn't really remember an exact pitch. But I think the best stories really have come out of conversations with the brands, with designers, with publicists, you know, which really go back into the story you're telling and communicating. If it's a compelling story to you, it's going to be compelling to me as a reporter and I actually started my career in pr so in a way I've seen sort of both sides of the coin. **Speaker 3** [[2:29]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=149s) You know, I've been a publicist and now I'M on the other side of the fence. And I think what's, you know, what's really interesting is often the very basics are overlooked. You know, it might sound a bit pedantic, it might sound really simple, but just very, very simple things. I've been at Vogue since the launch team, so nearly 13 years now, and I still get pictures for everything but fashion, you know, so I'll still get beauty and I'll still get art and I'll get really random. **Speaker 3** [[3:01]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=181s) So I think that's number one. Like, find out. Am I your target editor? I think number two is really do your research into what kind of stories are interesting to me. What kind of stories have I been writing about? You know, for example, I did this big feature on global Indian women who are doing incredible work. And after that, I got so many bios and profiles of other women that I think a part two of that story is really feasible. **Speaker 3** [[3:30]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=210s) So really, no, for all your journalists, really what makes them tick, what's exciting to them? Number three, you know, create with your clients, or if you're a brand yourself and you're handling your pr, create a compelling storyline. Like, really what led you to found, you know, the brand or the line or the company? You know, what prompted you? You know, what's incredible to me with this room especially is so many young moms who found a need in the market for things that they were missing. **Speaker 3** [[4:02]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=242s) Like, for you, Mansi, it was a resource. You didn't have a local resource to go to that led you to find this. So pull that story forward. You know, it's not really only about new collections and new, new seasons, because that happens with every brand. But I really want to know what kind of led you to this, because ultimately we're all quite voyeuristic. We all want that huge human interest story and be really simply. But, you know, respect and professionalism go a long way, I think, in terms of, you know, I've had calls at all hours. **Speaker 3** [[4:38]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=278s) I'm personally not a person who likes to talk on the phone. So get my interest through an email and then we can have a longer conversation. Don't keep calling me incessantly. And I think that's true for most journalists. You know, we're all sort of glued to our phones and especially as moms, I mean, you know, I was away from my phone for about seven minutes yesterday and I had 15 missed calls. **Speaker 2** [[4:58]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=298s) I wasn't one of them. **Speaker 3** [[4:59]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=299s) Yeah, no, you weren't. About 10 were from my daughter and then from her Didi, because she wasn't listening to her, but I'm just saying. So we're anyway glued to our phones all the time. So it's really nice to get that time to breathe. And you know, I understand, you know, clients have requirements and they're breathing down your necks often. But you know, sometimes stories come out after months, like I'll get a couple of pitches back to back and realize, like, look, there's a trend here, there's a larger story here than just one brand. **Speaker 3** [[5:28]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=328s) And I think also value the real estate you're getting. It doesn't really matter, especially with a publication like Vogue if you're getting a three line mention or a three page mention. I know it's important to you, but sometimes the value, depending on this kind of story and what it leads to might be a three line mention might make more of an impact to a reader or a viewer that than, you know, the big spread. **Speaker 2** [[5:52]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=352s) I'm going to ask Gauri this question. How hard is it to get to Priyanka's inbox and get her to actually cover it? Right. She's obviously said that we can get her email and, you know, and get her attention, but how hard is it to do that, especially for a brand who's starting out? **Speaker 1** [[6:09]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=369s) So I think that's a great question and I would say that don't be biased. Yeah, of course. I think that PR really as a business has changed so much over my career. I think there were the glory days when it was relatively easy to get good press. And you know, of course you have to have a brand that has a strong story. Exactly what Priyanka has said. But I think that what is important in order to make an impact to a journalist, to a writer, to an editor, is your relationships. **Speaker 1** [[6:39]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=399s) So I think that it is really important to cultivate those relationships even either through your agency or as a brand yourself. And I mean, I might be a bit repetitive to what Priyanka said because I agree with everything that you've said. You know, you have to be relevant to what, what you're pitching and you have to do it in a way in which you know that the journalist will appreciate it. So in the west, there are a lot of, you know, resources that tell you, you know, this journalist prefers to be contacted between these hours by in this way, email only, phone only. **Speaker 1** [[7:07]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=427s) And we're starting to see that here as well. And those are really important points. I also think it's really important to ensure that you remain topical. You are reaching out to a journalist when there's something that's of relevance to talk about. Sure. If you're a new brand and you're launching, that's always a fun story. But what happens after that? I mean, why should a journalist keep listening to what you're saying? And so it's in finding those stories and in remaining creative. **Speaker 1** [[7:32]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=452s) And that's what an agency can help you with a lot. Or of course you do it yourselves because you know your brand the best, that will really ultimately give you the attention. And plus, I really would say that it's persistence and in a polite way and in not overly aggressive, not an overly aggressive manner, but you should be persistent because it is true. A lot of times, you know, media has a lineup of articles already and they will listen if there's interest and they will get back to you. **Speaker 1** [[7:58]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=478s) So it's really just in constantly following up and just ensuring that you remain top of mind with who you're trying to reach out to. **Speaker 2** [[8:04]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=484s) Okay. And Pooja to you, because I feel that the lines between getting into the magazines, the web scenes, getting onto Instagram, everything's just kind of blurring. Right. So how does influencer marketing also become part of press? Because everybody wants them and everybody's chasing them. So is it. **Speaker 3** [[8:26]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=506s) Do you get that? **Speaker 2** [[8:27]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=507s) So maybe Gauri, you can take that. How do you get that organically? And Pooja, how do brands really, especially the larger ones, and what should influencers expect when they're working with brands as well? **Speaker 4** [[8:38]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=518s) So I'll take the question parts. I think the lines are definitely blurring. I think influencer marketing is really the new age term that has been coined a few years ago and its birth really came out of pr. And that's where I believe even PR has changed so much over time. Essentially, influencer marketing is nothing but new age word of mouth. It's just gotten a greater impetus because of the growing social media platforms. **Speaker 4** [[9:12]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=552s) Hence there are so many more people you can share your opinion with and not just your friends and family. So it's definitely here to stay. It's definitely a very new medium that has to be approached uniquely. I think now it's become a much more cohesive relationship than it was before. There are two ways to work with influencers because you have the opportunity to have more PR led relationships as well as what's now becoming far more frequent is nearly advertising because this is paid content. **Speaker 4** [[9:50]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=590s) And that's where it becomes a little, I would say, interesting when it comes to managing influencers, especially if you're a brand, because you're really doing both PR and advertising, sometimes with the same person. So I think there's a lot of sensitivity there because you're not working just with a publication or a brand on the other side, it's a person. And funnily enough, this person could really be one of us, you or me. So from a brand's perspective, you can't expect too much from an individual, from a person she's really. **Speaker 4** [[10:27]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=627s) Or he is just, you know, another, you know, person. So they're not, don't expect like some great creative thought or fantastic eye to detail or amazing production value. That's not going to happen. **Speaker 2** [[10:43]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=643s) They're essentially looking at reach. They're not looking at the, the content or, you know, or the engagement that, that goes into creating content. **Speaker 4** [[10:54]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=654s) Yeah, right. That's basically it. So it's, it's essentially that, that the brands are seeking the influencer for their audience and the influencer wants to work with the brands to get well known. So it's, you scratch my back, I scratch yours. **Speaker 2** [[11:09]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=669s) And Priyanka has a pet peeve on there. She hates people sending her stuff with a quid pro quo on, hey, I'm sending you this and this is my hashtag. Would love it if you post it. Priyanka, you have to elaborate on that. **Speaker 3** [[11:21]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=681s) So, you know, you know, it's interesting because after I had my daughter a few years ago, you know, I suddenly had these amazing brands, especially pertaining to her and children stuff, sending me things to try out. And you know, it's not my core. I'm the fashion features director at Vogue, which is really my day job. But of course know, parenting kind of seeps into your life and I think, you know, it was very, it was, it was exciting for me because there were also a lot of these amazing women led brands who were sending me these really cool things and I, they're things that I started using personally or I started gifting and you know, organically because I don't have any skin in the game. **Speaker 3** [[12:00]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=720s) I was happy to post things that I really appreciated, but I think what, but because of the fact that I'm not technically in the, you know, influencer parenting influencer space, it's just something I like to do. I'm very particular that I will only sort of post if it's something I really support or has had an impact on my life or my daughter's life or something that I appreciate. So I've had a lot of brands send me and that immediately to me is a bit off putting just because I don't really have skin in the game. **Speaker 3** [[12:32]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=752s) So I Want to be as authentic as it is. I have a lot of friends who are moms. And again, like you said, this is word of mouth. So, you know, I think that if I post and Gory, who's a mom and sees it on my post, might say, hey, let me try that for my son, it might be something cool, but it's not okay for me to do it with in a way that's not authentic or which is not true if I don't really believe in the product. **Speaker 3** [[12:52]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=772s) So I think that's been a bit of a. It's a bit of a difficult navigation field because it's new to everybody. Like I said, we're all. I mean, I think Gory said, we're all trying to figure out this whole. This whole new landscape. But I think because it isn't really my core, I can take that call and say, you know, I don't want to post something if I don't really, you know, thank you for your offer, but I'm not sure I'm going to till I try. **Speaker 3** [[13:21]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=801s) Because a lot of the times what happens is that it's. Before it's even sent to me, they're like, hey, we want to send this to you and will you and. And we're expecting a post. I think that tonality gets a little bit difficult. **Speaker 2** [[13:34]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=814s) Don't do that. Okay, Gauri, you're obviously sandwiched between the two, right? Because you have to woo the journalist and the influencer. So how do you do that at Twain and what's the right way to go about it? **Speaker 1** [[13:47]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=827s) So I think that what we have started doing a lot is moving away from. Let's go back for a second. Macro and micro influencers. So macro are the ones who have huge social media following, and they are the ones, of course, who exploded on the scene very early and, you know, have done an incredible job as a result and really have laid the ground for the influencer space here in India as well. But I think that we are seeing this huge shift towards micro influencers, and those are people who might not have, you know, hundreds of thousands of followers, but who have the right to followers. **Speaker 1** [[14:22]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=862s) So Even if it's 2,000 people on your Instagram, even if it's 800 people on your Instagram, you know that those are the right kind of people who your brand should be talking to. So, for example, as Priyanka very rightly said, and I do it a lot with her, actually, you know, I'll see her stories and I'll say, oh, this is amazing. I should pick this up for my son because I trust her opinion. And I think that that's what we're trying to tell our brands to do now, which is to start communicating with people who could, could ultimately be their consumers. **Speaker 1** [[14:49]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=889s) Because that really is the important part, right? You want sales. You want to have people who are going to see your product and want to buy it. And while PR doesn't necessarily mean sales, in a lot of ways, it's the. It's the last step before your sale. It's trying to open up to a potential consumer, a brand that could become something that they become loyal to. So I think that that's how we try and balance it. **Speaker 1** [[15:09]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=909s) And we found that because we know media so well now, we know that the brands that we're therefore working with, who have these micro influencers who are backing them, would also be brands that that media that we're talking to would ultimately want to cover because they have very interesting stories and very quality products that they're trying to sell. **Speaker 2** [[15:27]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=927s) Okay, before we wrap this, very quickly, Gauri, five things that your PR checklist must have. **Speaker 1** [[15:33]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=933s) So I did see this question, but I just wanted to ask you, do you mean from a brand standpoint or from an agency brand standpoint? So we would. We always say that, and we understand that, you know, a lot of brands are very small and don't have very big budgets, but we would definitely say you should invest in things like great photography of your product. That's so important is the first thing that media always asks us for your brand narrative. **Speaker 1** [[15:58]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=958s) Exactly what Priyanka said. The first thing you need to know is what does your brand stand for and what is the story? There's so much research out there that tells you that users and consumers prefer stories to data, and that's how they really connect. And so that's something that we either work with a brand to create or brands come to us with. And that's really important, just who the spokesperson is for your brand. Because again, people, be it media, be it consumers, will really connect with the brand if there's a face behind it. **Speaker 1** [[16:24]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=984s) And who is that face and what is their story and what else? Relevance? I think that, you know, like, why is your product relevant in the market and you know, how, therefore, how are we going to present it? And I think I'll go with four for now if that works. **Speaker 2** [[16:39]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=999s) Priyanka, what's the. What's that one way that people can really get your attention? **Speaker 3** [[16:46]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1006s) I think going back to what Gauri said, you know, the human element is really important. I'll give you an example. I think it was last year where I did a story on a couple, and the husband is a fitness expert and the wife is an entrepreneur, but one of her roles is marketing her mom's very decadent line of desserts. So to me, it was really curious to see how does that dynamic play out in their home, where it's like, one angle, it's complete restraint, the other side, it's complete indulgence. **Speaker 3** [[17:18]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1038s) Now, it wasn't a story that came out of Publicist because they're friends of mine, but I think that story garnered a lot of attention just because of the fact that, you know, we. Like I said, we're all Voyas. We want to know how these dynamics work. Similarly, again, your backstory right now, especially in fashion, it's all about slow living, conscious clothing, conscious consumption, organic. Those are, you know, those are becoming sort of buzzwords. But if you are coming to me as a founder of a brand which is based on this ethos, I'm guessing that, you know, you live the rest of your life that way. **Speaker 3** [[17:52]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1072s) So I want to know that. I want to know what you know. How can I tell the reader what is the takeaway the reader myself can have on, you know, adopting some of those practices in our own life? **Speaker 1** [[18:04]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1084s) I'm going to cut you. **Speaker 2** [[18:05]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1085s) Sorry. But tell me, what was the subject line of that email that got your attention? Just curious. We can try it, right, guys? **Speaker 3** [[18:12]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1092s) Which one? Sorry? **Speaker 2** [[18:13]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1093s) Whichever one that you published, which was actually written and you, like, somebody inboxed you, but you actually published that story. **Speaker 3** [[18:20]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1100s) You know, honestly, I really am. I'm in the middle of maternity leave right now, so I've kind of forgotten what it's like to work, but. So I will have to think of that and get back to you. But I think just the whole idea that I really want to know what's going behind it. I don't want it to just be buzzwords. I think that's really important, right? Like, what is, you know, what prompted you? If you, you know, chances are if you have an organic brand, you try to at least eat organic. **Speaker 3** [[18:48]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1128s) Where do you buy your stuff? Do you go to the farmer's market? Do you have any tips for me on how to do that? Which will then translate to the reader? And I think one of the biggest things right now is, like we all said, it's a whole new media landscape. So which are the stories that work better for the magazine or the website or Instagram? They're all three. They're very different minefields at the moment. So what really works in that? **Speaker 3** [[19:12]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1152s) So we try to really think of it from that point of view. And I think each story, what's interesting is that each story can have a really different spin on, just depends on how it's presented to us. Right. **Speaker 2** [[19:24]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1164s) And Pooja, the last one, every brand who is looking at influencer marketing, what are the metrics and how do I evaluate those? **Speaker 4** [[19:32]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1172s) So I think what's really differentiating today influencer marketing from PR are the metrics because it's really come down to having to prove that it's working for me, for everybody, be it a small entrepreneur, new entrepreneur or even a big brand with a ton of budgets. So if you're starting off then simple metrics are really engagement rates that help you identify if that influencer's content is really working for them. **Speaker 4** [[20:03]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1203s) These are just simple 2% to 5% is really the number you should be looking for. If you do have some element of budgets and you do want to spend, spend more regularly on influencer marketing then now there are tools in the market that help you kind of dig deeper and I think this is necessary going forward because influencer marketing is really will really require to respond to the ROI question at the end of the day. So make sure you look at these tools, start looking at newer metrics such as true reach. **Speaker 4** [[20:38]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1238s) So it's not just about the first follower count but how many people of that influencer, the followers are really seeing that content. All of these metrics are available impressions so you can go as deep as you want. It's very similar to advertising now and that will help you craft your plan. Far more data linked as opposed to just purely content. But of course with influencer marketing, content plays, that's where it sort of ties in with pr. **Speaker 4** [[21:10]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1270s) Eventually, no matter how good your planning is from a numbers perspective, the influencer is going to speak about you, your brand. So you must have a story. There has to be something more than what meets the eye. So take your time to think about that. And I think Mansi is a really great example. She brings a human tactic touch, a human element to her brand. So you have kidstop press and you, when you're on Instagram, you see everything that's happening around the community. **Speaker 4** [[21:41]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1301s) But there's also Mansi who brings her flavor. So there's more to her than just kidstop press. So everyone's, you know, like we've said, everyone's looking for more. So that's the whole purpose of being on social media. **Speaker 2** [[21:55]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1315s) Thank you. Thank you. Very much. Thank you, ladies, so much for your time. **Speaker 4** [[21:58]](https://www.youtube.com/watch?v=W5G_-2Qk9QY&t=1318s) Thank you.