132: The future of influencer marketing with Matt Hurle from TRIBE

From increasing the sales of a major bread company to boosting awareness of a vitamin supplement, Matt Hurle is leader of the pack when it comes to selling your brand. At the forefront of a rising industry of influencers, Matt is the Sales Director at TRIBE, a company that aims to connect multi-million-dollar brands with everyday people through micro-influencers.

A micro-influencer is identified as an individual with a minimum of 3,000 followers/likes on Facebook, Twitter or Instagram and who has an established audience that engages with them regularly. These influencers have cultivated their own audience based on shared interests and values. Most importantly they are seen as a trusted peer, rather than a millionaire celeb in an advertising cash grab. As one of the newest tools in marketing, micro-influencers provide brands with a doorway into the lives of consumers by subtly endorsing products and events to their specific, and often niche, following.

It’s entirely cut out the middleman and makes it easier for brands to target future customers. Unlike purchasing a time slot on TV or inches in the paper which captures a broad audience, influencer marketing is a highly efficient process with proven results. The idea behind this new approach to marketing is rather than having a commercial pushing a product at the consumer and telling them to buy, an influencer is simply recommending it to you and thus increases the chance of sales.

Discussed this week:

  • The reach that micro-influencers have over celebrities with millions of followers
  • Why brands should start embracing micro-influencers and implementing them into their marketing strategies
  • Looking at government departments embracing influencers
  • How the Victorian Government hired 30 influencer mums and broke Twitter
  • How easy it is to become an influencer (only 3,000 followers/likes!)
  • Influencing as the future of marketing

What is content communication? It is a strategic, measurable, and accountable business process that relies on the creation, curation, and distribution of useful, relevant, and consistent content. The purpose is to engage and inform a specific audience in order to achieve a desired citizen and/or stakeholder action. That is the practice and the process of content communication.


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