Popular social media accounts have become a new source of advertising for local and international brands alike. Kayley Reed took advantage of that and started her own business. She manages a roster of companies and helps them with their online presence, along with connecting them with influencers. Influencers are individuals with popular social media accounts, who affect purchase decisions within their niche. Kayley Reed is an influencer marketing strategist, who works as an independent consultant.
What is your business called and what does it do?
I’m an influencer marketing strategist, currently working as an independent consultant. I work with brands and influencers to connect the dots. I currently manage a network of 400+ micro-influencers and work closely with agencies to find the best content creators for my clients (mostly fashion & beauty brands). My work involves research, vetting & auditing influencers, negotiating rates and terms, executing Instagram campaigns and tracking ROI.
What made you want to do this work?
I have 5 years of experience in digital marketing and come from a fashion e-commerce background. In my early 20s, I co-founded a clothing line and created ambassador and influencer programs and were major sales drivers and helped grow our platforms to 50k+ followers. After experiencing burnout as a young entrepreneur, I decided to branch out as a freelancer and implement these same strategies for other product-based businesses. Having worked on both sides – as an influencer, and as a brand – I have a unique perspective on what makes these relationships works. I love working with small businesses and up & coming creators, seeing the content produced and tangible results for growing brands.
What problem does this solve?
User-generated content is 92% more trusted by consumers than traditional ads, and receives 4x the click-through rate on digital advertising. Micro-influencers are the most effective way to create branded UCG, while also reaching new, targeted audiences. Their content can be repurposed for digital ads, which see a 50% drop in cost-per-click versus ads without UCG. Essentially – influencer marketing (when done right) can save brands on ad dollars spent, increase ROI, generate organic brand awareness AND branded content for social use.
Who are your clientele/demographics?
I work primarily with female-owned, product-based e-commerce businesses in fashion/beauty/wellness. The micro-influencers I work with are primarily female content creators on Instagram, aged 20-35 in those niches. But I also work with travel brands, restaurants, and influencers from all categories.
How does your business make money? How does it work?
Brands hire me to execute and manage their influencer marketing campaigns. I also am hired by brands on the influencer side, to promote their products/events on my Instagram account or podcast.
Where in Calgary can we find your profession?
Usually, agencies provide influencer marketing services; I choose to work independently to create a closer relationship with brands and be more like an “in-house” member of the team.
What is the best question a prospective customer could ask a member of your profession when comparing services?
For case studies of their past campaigns, and how they choose/vet influencers to make sure followers and engagement are authentic and not fake.
What is the best part about what you do? What is the worst part?
The best part: watching campaigns come to life, and see the content that influencers create for brands. The worst part: managing expectations for brands that are just getting started with influencers, and educating on best practices for both ends.
What is your favourite joke about your own profession?
The word “influencer” itself
PAY IT FORWARD: What is another Calgary business that you love?
Designer – Jena Tang / based in YYC & LA