Today on the podcast, host Shaheen Samavati chats with Niki Albon, head of creative at the award-winning influencer marketing agency Cherry Pick Talent, about how to get influencer partnerships right. 

As an entertainment YouTube influencer for nearly 10 years, Niki and his brother Sammy built up a following of over 400k across YouTube, Twitter and Instagram. In his role at Cherry Pick Talent, Niki now focuses on influencer marketing. He uses his first-hand contextual knowledge and experience of the creator economy to ensure creators are given the respect and space they need to thrive while delivering successful campaigns. 

You can watch the full conversation in the video above or on YouTube, listen to the podcast on Apple or Spotify, and read a recap of the conversation below!

Episode highlights

  • Defining what an influencer is and the different types of influencers, including key opinion leaders and the difference between celebrities and influencers who have built up their own audience. (2:06)
  • The big three platforms and how to use them: YouTube (including YouTube Shorts), TikTok and Instagram (particularly Stories). (7:35)
  • Benefits of cross-posting, with examples of cross-posting campaigns. (10:29)
  • How to kick off relationships with influencers around the world. (12:50)
  • The importance of treating creators with respect. (15:51)
  • What a successful influencer campaign looks like and how to measure success. (20:03)
  • How to evaluate if the influencer’s audience is the right audience for the brand. (23:38)
  • Examples of successful influencer campaigns. (24:27)
  • Boosting influencer content on social media. (32:34)
  • How to get stakeholders involved in influencer partnerships. (34:49)
  • An example of influencer partnerships gone wrong. (37:21)
  • How to choose the right influencers for the brand. (40:47)
  • Advice for brands thinking about trying influencer marketing. (44:21)

Niki’s top tips for partnering with influencers

  • “I let influencers take the lead because I don’t want them to create something they don’t care about or their audience isn’t interested in. That defeats the whole point.”
  • “If we treat creators fairly across the board, it’s only going to lead to an easier working environment and fair treatment for everyone involved.”
  • “You can sense when a creator isn’t a fan of a product. For me, that’s a red flag.”
  • “Make sure you’re looking at the stats that make sense. Drill down your KPIs and go in with a clear vision of what you want to obtain from the partnership.” 
  • “Influencer marketing works. And it can work for most brands if done correctly.”

Resources mentioned

Read more posts on influencer partnerships:

Check out our previous interviews with influencer marketing experts:

To read the full transcript, click on page number 2 below.