Should you build an influencer campaign? — Vivien Garnès // Upfluence

Vivien Garnès, Co-CEO of Upfluence, discusses ways to maximize your influencer marketing strategies. In an age where more people are shopping online, brands must consider the benefits of influencer marketing. As online competition mounts, where you decide to spend your marketing dollars is becoming more integral to success. Today, Vivien talks about whether you should be building an influencer marketing campaign

Show Notes

  • 02:50
    Brands and Influencer Marketing campaigns
    Marketers have turned to influencer marketing as a way to maximize their marketing dollars. This is due to the increase in eCommerce and the depreciation of third-party cookies.
  • 05:39
    Influencers today versus influencers before COVID
    Pre-COVID, influencers were mostly celebrities. Currently, influencers are content creators that operate within niches on social media and have higher follower engagement rates..
  • 06:43
    Why brands have shifted towards smaller influencers
    Smaller influencers generate higher engagement. Companies like Upfluence make it easier for brands to scale large influencer marketing campaigns with smaller influencers for better ROI.
  • 09:26
    Industries using Influencer Marketing
    Most consumer industries have adopted influencer marketing as a strategy. For B2Bs, complications arise where conflicts of interest are concerned.
  • 12:16
    ROI from Performance Marketing vs Influencer Marketing campaigns
    Unlike CPC campaigns, influencer marketing isn't direct response. So, it boils down to aligning the interests of brands and creators in a scalable and mutually beneficial way.


  • "Consumer-oriented businesses can benefit from influencer marketing. They can benefit from working with creators to publish great quality content, drive traffic, and drive direct conversions." -Vivien Garnès, Upfluence, Co-CEO

  • "People like Kim Kardashian used to be the embodiment of an influencer. Now, an influencer is someone that you probably wouldnt know if you werent following them specifically on social media." -Vivien Garnès, Upfluence, Co-CEO

  • "The distribution of influencers is a 1/x curve with a long tail of small creators, and a handful of large creators. The mid and long-tail ones tend to be the heart, soul and crux of influencer marketing." -Vivien Garnès, Upfluence, Co-CEO

  • "Upfluence, offered technology solutions to streamline & automate a historically tedious process, enabling successful brands to scale large influencer marketing programs with small influencers." -Vivien Garnès, Upfluence, Co-CEO

  • "Brands market to an audience via proxy; someone who owns a certain audience. The third-party effect is always more authentic and a better way to get your point across." -Vivien Garnès, Upfluence, Co-CEO

  • "Influencer marketing isnt direct response. Unlike CPC campaigns, it's not a proportional relationship between how much you spend and how much you get. There's a science and an art to it." -Vivien Garnès, Upfluence, Co-CEO

  • "Let's say I'm the brand and you are a creator. If I give you $100, it costs me $100. Its a 1:1 relationship." -Vivien Garnès, Upfluence, Co-CEO

  • "What value proposition can your brand offer to influencers? Is it money or a product? This will dictate everything down the line for your campaign." -Vivien Garnès, Upfluence, Co-CEO

  • "If I give you a $100 product that costs me $25 to produce and $5 to ship, I have leverage." -Vivien Garnès, Upfluence, Co-CEO

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