Digital influencer marketing start-up, Visual Amplifiers (VAMP) has launched in Australia as marketers continue to increase their focus and spend on social media as the holiday and summer season kicks-off.
According to Saleforce’s 2015 State of Marketing report, 85 per cent of marketers in Australia were planning to increase or maintain spend this year, with an increased spending focus on mobile applications and social media.
With the summer and holiday season now underway, brands are expected to kick-off their summer campaigns with a strong focus on leveraging social influencing to increase their reach and engagement in a more authentic way.
Marketwired’s most recent survey “Are You a #ContentMachine?” (9/12/15) showed 61 per cent of PR and marketing professionals were using influencers and brand advocates to help amplify their content, reach new audiences and increase engagement.
VAMP provides a single end-to-end solution to brands from recruiting, product distribution and talent payment. VAMP-recruited Instagram talent produce high quality, custom content, designed to increase exposure and reach of the brand through mass aggregation of talent audiences.
According to VAMP founder, Aaron Brooks, brands are now looking for more authentic and effective ways to reach potential customers.
“Channels such as Instagram allow for creativity and variety in the content produced by influencers when they feel passionately about the product,” Brooks said.
“This is not just about brands buying exposure but also the creativity that comes from the influencer. The talent creatively represents the product to make it more relatable and approachable for the talent’s audience.”
VAMP’s business model is built around technology, identifying the right talent for each campaign and developing a platform to manage and assist talent with their own brand as entrepreneurs going forward.
VAMP has already worked on a number of campaigns with brands including Uniqlo, ASOS, Toby’s Estate, The Horse and General Pants.
According to Toby’s Estate communications manager Meredith Young, working with social talent had led to the creation of very unique content that would typically be produced in house, with the difference that this content was tailored to talent’s audience.
“The imagery that has come out of this campaign is spectacular and it is great to be aligned with social talent who has a natural affinity to the brand, which has given this campaign another layer of authenticity,” Young said.