"About That with Carl Mayer:" Katy Gee (Episode 11: Influencer Marketing and Building Lasting Brand Value)

About Katy GeeKaty Gee is a Senior Planner with seven years of experience developing datadriven planning frameworks across industries including education alcohol finance insurance and D2C She specializes in building fullfunnel media strategies that balance innovation with measurable business impact Katy holds an MBA from St Thomas Aquinas College and uses her analytical foundation to guide clients through complex media landscapes with clarity and precision She also brings a unique perspective as an aspiring content creator staying closely attuned to emerging platforms creator trends and evolving consumer behaviorsTranscriptCarl Mayer Influencer marketing has grown to become a multibilliondollar industry and it39s not done growing It39s also still evolvingWith us today to tell us more about that is Katy Gee Katy is a Senior Planner at AMS and author of the article Rethinking Influence How Brands and Creators are Building Longterm Value Togetheramp160Katy thanks for being here on About ThatKaty Gee Thank you for having me I39m excited to be hereCM Before we get all excited we got to define some terms just to level set and make sure everybody knows what we39re talking about There are terms that have to deal with the size of an influencer39s followingKG For sure Because the creator space has grown so much we39re seeing a lot more people come into the space We39ve given them different labels for their sizesSo you have your Nanos that39s going to be your like under 2000 maybe under 5000 We have our micros that39s starting at 5000 followers You have your macros that39s 500K followers and then you have your Megas at 1000000 followersCM And because there39s just that gamut that spectrum of sizes it has affected the way that brands utilize them and build their strategies and have seen the various attributes of each of those sizesKG Yeah We39re seeing the partnerships change too So brands are coming in and they39re looking for more specific like what they want for their campaigns They39re looking for creators or influencers who have the engagement if they want to really push those lower funnel campaignsThey39re seeing that more so with those mid to lower follower creators your micros and your nanos But if they39re looking for more awareness base they39re going for the megas or the macros because they have that following they39re more likely to get those viewsCM The Megas are oftentimes becoming huge celebrities in their own right sometimes bigger than the brands they39re partnering with How are they changing the gameKG They39re becoming really business savvy I give them a lot of credit for it and they39re all very smart in the field nowWe have Alex Earl for part of her Poppy collaboration She actually now has stock within the company And we also have creators who are starting their own brands as well So Emma Chamberlain she launched her own coffee line I think Alex also started her own Margarita line as wellCM You recently at the most recent advertising week spoke with one of those larger influencers Katie Feeny Tell me about herKG She was absolutely lovely I talked to her and I wanted to get her feel for how she thinks the industry is going and especially from her side as a creator what she kind of sees from brands happening And her perspective is that like we39re seeing a shift in how brands and creators are collaborating togetherIt39s more so on how brands and those creators align on values and how well they fit in with each other it39s no longer a brand hiring a creator It39s a partnership And like we need to start treating it as like an equalsided thingSo with that we39re also seeing a shift in how those partnerships are working Some brands they39re no longer doing your oneoff Here39s a post we39re done It39s going to be over extended amount of timeEMarketer recently posted that it39s taking viewers at least three times before they even like convert on an ad they see from an influencer They have to see it on their page multiple times So we39re going to see those partnerships expand maybe six months a year We39re going to see how those contracts goCM So that39s something that39ll be happening this year Just putting on your prediction hat your prognosticator chapeau Pick one or two things you think are going to be the big thing to happen this year And if you39re wrong nobody39s going to blame you And if you39re right you can take all the credit in the worldKG I love credit so we39ll take it But if I39m wrong don39t blame itCM It didn39t happenKG Yeah exactly Katy and Carl LaughCM So for the couple things that we39re going to see in 2026 and 2027 We39re going to see how pay is lined up with brands So we39re seeing that sometimes brands are like here39s a rate you can take it or they39re kind of fishing and they39re like what do you charge for these deliverablesKG And that kind of like puts creators at a back end because you39re kind of like all right well do I undercut myself to get the deal or do I charge my full rate for what I39m worth So we39re going to see a shift thereThere39s also an issue where it39s like are you charging off your followers Are you charging off your engagement rates No one really knows And there39s such a discrepancy So people are just choosing their rates and they39re running with it So we39re going to see more alignment on that from both sides hopefully within the coming year and a halfCM You are also an influencer one that has also done some brand partnerships of her own While we39re here take advantage of the platform Plug away Tell us about your socialsKG Yeah I post a kind of lifestyle content like my day in the life between running between Philly and New York City and occasionally up here in Rockland County And with that I also have my little dog with me most of the time He39s in a lot of my videos And I could be on I39m on Instagram and TikTok at KatyGee44CM I already followed you but you guys should also Also check out her article Rethinking Influence How Brands and Creators are Building Longterm Value Together That39s on MediaVillageamp160Katy Gee thank you for being hereKG Thank you for having meCM And thank you for watching About That We39ll see you next timeClick here to view previous episodesPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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"About That with Carl Mayer:" Katy Gee (Episode 11: Influencer Marketing and Building Lasting Brand Value)

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