How agility affects influence – and results

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How agility affects influence – and results

November 25, 2020

There is a South Africa-born flame-grilled chicken restaurant that is as famous for its chicken as it is for its incredibly clever and on-point marketing. The secret to their success? Owning the narrative.

As soon as something topical or talkable happens, this chain is there – on social media, on radio, on TV – putting their own spin on it, gaining new followers and further entrenching themselves as innovative and cheeky and irreverent. As leaders.

Other brands look on with envy. Marketers try to find the formula. Consumers eagerly await the next instalment.

But it’s not rocket science.

What sets this brand apart is not some deeply guarded secret, it’s something that any brand can take advantage of – agility. The ability to think on your feet. The ability to not only react to situations but to actively take reaction and convert it into positive pro-action.

It is something that is uniquely suited to influencer marketing. Big advertising campaigns take months to see the light of day. Traditional marketing campaigns take weeks of planning to ensure alignment with strategies and goals and KPIs and the different divisions of a corporate entity. And this is right. Big brands have a responsibility to make sure that what they are sending out is consistent and in line with what they are trying to achieve and what they are portraying to the public. But it leaves them vulnerable to playing catch-up. It makes owning the narrative complicated and taking advantage of a situation instantly almost impossible.

Once again, the perfect place to have an influencer or, better yet, a number of influencers who are adaptable and dynamic and ready to put you in front of the competition.

Expert influencers, and expert influencer marketers, are by their very nature adaptable and agile. You have to be to stay relevant in a fast-changing and dynamic industry. And some of these experts, like R-Squared in Cape Town, are coming up with incredibly innovative ways of making sure their clients are given the tools and people they need to be owners of the narrative, to be leaders who others can only follow.

R-Squared, for example, do not keep a ‘book’ of influencers that are pushed onto every brand and client that comes through their doors. They actively seek out influencers who fit the client when they come through the doors. And, while this ensures a true and authentic voice for the client, it also opens up a new and exciting possibility:

Always on dynamic campaigns.

Always on is not referring to a campaign that runs 24/7, it’s referring to teams that are always on point and in-touch with the world around them. Leading to dynamic opportunities for brands to engage instantly with their audience whenever the opportunity arises.

But this isn’t just some influencer posting random, stream of consciousness fluff for the sake of being ‘hip’. This is an expertly managed tool to promote their clients’ agility.

By sourcing a custom pool of influencers specifically for a client – a pool of influencers who are pre-vetted, trusted and have a connection with the brand – they are creating an agile and adaptable team ready to be activated at any time and for any message.

Influencer marketing is not just another advertising platform – it is a personal, one-on-one conversation between you the brand and your audience. And like any real conversation, you need to be able to mix and match topics, change the direction, be serious one moment and light-hearted the next. Engagement is all about adaptability, agility and having a real conversation.

Just ask the chicken guys.

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Influencing the trend towards excellence

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Influencing the trend towards excellence

November 13, 2020

It is always an honour – and a surprise – when you find yourself rubbing shoulders with truly influential personalities, when the industry you love returns your passion with accolades.

This was how I felt when I learnt that I had been honoured with a place on the Global Influencer Top 50 list for the second year in a row.

Surprised. Joyful. Grateful. Proud. Amazed. Humbled. Determined to do even better for myself, for my amazing R-Squared Agency team and for the industry to repay this honour. (Hey, maybe these are the Seven Stages of Joy to counteract the Seven Stages of Grief?).

Getting awards and plaudits is not about a pat on the back. It is not a reward. It is a challenge. It is a challenge to go further, to do better, to lift those around you. Every person on the Global Influencer Top 50 list is someone who strives to make our industry better. While a large portion of the world hears ‘influencer’ and thinks of vapid, narcissistic, self-absorbed attention grabbers, these innovators are showing the world the power of influencer marketing when it is done right. They are guiding our industry from a trendy, fast-forgotten Insta post into a truly formidable tool for change.

With great power comes great responsibility (actually Voltaire not Spider-Man’s Uncle Ben but, whatever) and influencer marketing has certainly got great power. It is the leaders and innovators who are bringing in the great responsibility. I see it on a daily basis. I see it from the R-Squared Agency offices in Cape Town and I see it from our offices in London. I see it as a member of the IAB in South Africa and the IAB in France. I am intimately involved with helping to formulate guidelines and best practices and ensure fair treatment for influencers and brands around the world. I see it every day with my teams and my clients.

The hunger for excellence. The thirst for distinction.

Not for any spirit of dominance or praise, but rather as acknowledgement that what they are doing – what we are doing – is the right thing done in the right way. Acknowledgement that we are accurate, factual, appropriate, correct, precise and, above all, that we are making a difference.

We all know the buzzwords: trend, influence, like, click, audience, organic, viral, but how many are willing to go further, to go beyond a quick click and engage the world for the better?

These are the ones who change our course, who chart our future.

And I am proud and honoured to be included in their illustrious ranks.

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Balancing the real with the reward – authenticity versus accountability in influencer marketing

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Balancing the real with the reward – authenticity versus accountability in influencer marketing

November 4, 2020

The influencer marketing industry has grown exponentially in the last few years, partly because people – not consumers, people – are desperate for a personal connection. The irony of the world becoming more accessible through the web but also more insular due to current geopolitical tensions is not lost on the next generation, and it is causing them to actively search for the real in the world.

They are no longer content to be viewed as consumers. They are people and they want to connect with other people. They want to be seen as people and treated as people.

Above all, they want honesty. This is where the tension in the influencer marketing industry is beginning to rise.

Influencers know that their audience wants real stories, real experiences and real connections to the brand.

Brands need to accomplish goals and ensure they maintain and expand on their brand equity.

Influencers want to showcase their creativity and have the freedom to be themselves.

Brands are risk-averse and seek to direct and control how, when and where the influencer engages.

Influencers need to ensure their reputations live up to the brands’ values.
Do brands do the same for the influencers?

With accountability being the go-to word of the moment, every aspect and detail of public figures’ lives is under scrutiny. From their current opinions to their history. From who they follow to who follows them. A scandal, even a minor one, can ruin an influencer. A small mistake can lose them followers. And a brand will not hesitate to cut an influencer loose if they feel the influencer may be bringing negative press their way.

The influencer often doesn’t have the same recourse. If a brand does something that goes against the current zeitgeist, the influencer is, by association, also caught up in the ensuing storm and their reputations are damaged.

So, how do we ensure that the rights and reputations of both influencers and brands are protected?

It seems obvious on a surface level that the influencer should be responsible for everything that they post, and that they should be forthright and honest about their pasts. They are, after all, being paid to be the ideal version of themselves for the brand. But remember, influencers are people. They make mistakes, just like all people do. The only difference is that their mistakes can damage a brand.

At the same time, brands are these monolithic entities that often take on a life of their own. They are businesses and so it would seem simple to keep themselves out of the negativity spotlight. But they are staffed by people, they are run by people. And, as we have mentioned, people make mistakes.
This is where the words dreaded by creative and free-spirited influencers and the teams that run the marketing for brands makes its appearance – contracts and management.

The only way to ensure the reputations of all parties is to have contracts in place. Creative minds look on contracts as some form of stifling document that they must sign in blood, while brands and corporates see contracts as legal minefields in the event something goes wrong.

They shouldn’t. A proper influencer contract set up by experts and managed by experts in influencer marketing takes the risk away from everybody. The influencer now knows what is expected of them and is secure in the knowledge that they will be paid and will be protected. The brand knows that they are not dictating terms, they are partnering for mutual benefit and that they too have a responsibility toward ethical behaviour.

Two of the biggest issues during this time of global uncertainty brought on by the COVID pandemic is the abrupt cancelling of work by brands leading to financial losses by influencers, and the unheard-of restrictions that are limiting how influencers can go about their work leading to a dip in the brand’s perception and reach. Tailored contracts give influencers protection from loss of income due to no fault on their part. Contracts also give brands protection from loss of exposure or negative exposure during a crisis.

Expert management gives both influencer and brand a far greater benefit than just protection, it gives them access to teams that are able to help them through any crisis, advise them on how best to manage situations and ensure that a positive outcome is available to everyone.

At R-Squared Agency we have a global connection to influencers and brands and we know how the industry can shift and change. Our expertise allows us to manage the processes and ensure professionalism, protection and positive outcomes for all parties.

Influencer marketing, by its very nature, is fluid. Our presence on various international boards means we are able to both see where the industry is moving and help guide its course. But it will take more than oversight to ensure the validity and growth of influencer marketing, it will take partnerships and understanding.

True partnerships between brands and influencers and the understanding that we are people working with people for people.

With all the flaws and mistakes, the laughter and the tears, the good times and the bad times that come with them.

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The exponential growth of the influencer’s space

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The exponential growth of the influencer’s space

October 28, 2020

Influencer marketing has come a long way since the early days. When social media exploded across the globe and people began to realise that channels like YouTube, Facebook and Twitter gave them access to an audience of millions, the beauty, fashion and travel industries saw an amazing opportunity to tap into a vibrant, fast-moving and ever-changing culture. And people realised that they could monetise their passions by giving their audience a glimpse into their glamorous worlds.

As with all things, times change and the frivolous soon gave way to a more serious study of the effects of influencers – and the birth of a modern, professional and highly effective new industry.

A lot of people – businesspeople, marketers, brand managers, advertisers – still see influencer marketing as the ream of superficial and vacuous wannabe models trying to score a free lunch on a Mediterranean island, not something that would fit into their business models or goals.

This is far from the truth.

Agencies and brands are seeing the results of effective and expert influencer marketing. And the top shops around the world know that, whatever their industry, there is an important (some would say critical) place for influencer marketing in their comms.

The results speak for themselves. Genuine content creators are becoming ever more trusted. Their personal recommendations are more influential than traditional and often generic big brand ads. Their ability to speak honestly and directly to a receptive audience gives brands and messages a believability that is lacking in more traditional marketing that is trying to speak to the widest audience possible.

And that is invaluable.

But is there a place for influencer marketing in all industries? Surely, a good-looking world traveller has nothing to offer the mining sector? Can a home-schooling mom really have anything valuable to offer a pharmaceutical brand?
The answer to this is a resounding YES – and no. Yes, influencers can benefit every industry. No, a travel blogger probably wouldn’t add much value to the mining sector. This is where the influencer marketing industry is destroying the traditional marketing models, because when you find the RIGHT influencer for your market and your audience you unleash the power of personal, resonant and genuine engagement.

Take the mining industry for example. Beautiful photos of exotic destinations will not convince the audience that you know what you are doing. But a message from a mining expert, set in the context of the needs of the sector, and delivered to an audience that lives, works and breathes mining – that is powerful.

And that is influence.

Harnessing the power of influencer marketing relies on three important aspects:

  1. Finding the right influencer.
    This is business, not a popularity contest. Fame is not what you need. A genuine understanding of your industry, expertise in what they are speaking about, and a tone of voice that reflects your purpose will make your influencer believable and relevant.
  2. Telling the right story.
    The power of influencer marketing comes from the human touch. Our decisions – whether they are purchasing decisions, business decisions, political decisions or just what to wear today – come from an emotional reaction. By telling the right story an influencer engages the emotional response of the audience to become a trusted and persuasive voice.
  3. Working with the right experts.
    Finding the right influencer to tell the right story does not magically happen. You need to have experts who know the when’s, where’s, why’s and who’s of successful influencer marketing. R-Squared, for example, have dedicated teams who know where to look for the perfect influencers, local and global. They also know when to engage a macro influencer and when to engage a micro influencer. Remember the travel blogger/mining industry example earlier? Imagine a travel blogger talking to the efforts a mining company is making to reduce their footprint in a specific area. A micro influencer for the mining sector with a macro influence on the appearance of the company around the world.

So, does my influence look big in this?

The effect of influencer marketing can make a significant difference in any sector and for any business. When you have a trusted voice speaking from a position of authority and expertise to an audience that is primed to receive your message you are able to create a literal bond between them and your brand/company/product/message.

All you need to do is find the real.

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The journey from influencers to digital-first influencer marketing

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The journey from influencers to digital-first influencer marketing

September 22, 2020

Using a famous face to promote a product goes back decades. From Honus Wagner for Louisville Slugger baseball bats to Oprah Winfrey and Weight Watchers to Michael Jordan for Nike to Charlize Theron for Dior – star power was and still is used to influence a consumer’s perception of a brand.

But the digital age is beginning to change just how that perception is manifested.

Previously, these celebrity endorsements were engineered by ad agencies and PR companies to give a brand exposure across billboards, TV and print in a market. These markets could be broad, George Clooney and Nespresso for example, or they could be quite specific, which led to some really interesting celebrity endorsements especially in the Asian markets. Like Matt leBlanc for Ichiban Lipstick for Men. In fact, if you want to see some really fun and different ads, search for Japanese ads featuring American celebrities. Schwarzenegger, Pitt, Clooney, Cage, Day-Lewis – you name the celebrity and they’ve probably done a very unusual Japanese ad.

These big-budget (celebrities ain’t cheap) campaigns were attention-catching and gave brands a face that audiences recognised and aspired to emulate.

Then social media exploded, and a new generation of celebrities and influencers was born.

New wave of influencers

These influencers were not always famous people. They were not recognised as celebrities, but they began to attract followers who saw value in what they were saying or doing. The most obvious examples would be the travel and fashion influencers with their beautiful destinations and fashion and cosmetics. But there were others who began to change how influencers were seen: moms looking after households and kids, financial gurus speaking directly to investors, video gamers and their gameplay commentaries.

The rise of Twitter, Twitch, Facebook, Instagram and TikTok brought a new wave of influencers, and a lot of them were normal everyday folk.

This also led to an unexpected consequence. Accountability. Today’s digital-savvy consumers have access to a plethora of information, from what influencers are doing to what they believe to the shenanigans they get up to behind the scenes. They know when an endorsement is not genuine, or when a celebrity is caught in a scandal, and it impacts on both their perception of the brand and their perception of the celebrity. One of the weirdest endorsements I have ever seen was Cristiano Ronaldo and Facial Fitness Pao – one of the world’s most recognisable and ruggedly handsome faces promoting a mouth-based ‘fitness’ gadget for youthful smiles? Cheque banked, back to football.

But the digital age has pushed it beyond a lack of belief in an endorsement, it can lead to a very serious loss of credibility in a society where the real is actively searched out, where celebrities and politicians and news outlets are increasingly being held accountable for their words and actions.

Always under scrutiny

The actions of influencers, whether in their personal lives or when representing a brand, are always under scrutiny. We see the results of foolish behaviours from the likes of PewDiePie and Logan Paul, and the results of behaviour done for the right reasons but in the wrong way in the ridicule that was aimed at the celebrities doing the ‘Imagine’ song for Covid.

In the digital age, there is no hiding. If it’s online, it’s forever.

Which is leading to a very interesting new direction for influencers themselves. This realisation of the scrutiny they are under, the permanence of their actions and the impact of their opinions are making them self-regulate to a far greater degree. And it’s leading to a better, more real engagement with followers.

Followers don’t judge an influencer for being paid to promote a product or brand, they just want the influencer to be transparent and not try to pretend or hide the fact. This, in turn, means that the influencer must know the brand and product, must have researched what they stand for and offer, and must be able to weave that into their own personal style to appeal to their audience and effectively monetise their channels. All with the understanding that they are responsible for the endorsement, that they need to demonstrate to their followers and that their endorsement is real.

Creating unique and real stories

For influencer marketing agencies, it is leading to a realisation from brands that they need to have experts that are managing these influencers, that are able to choose the right people for the brand, to sift through their background and make sure there are no hidden skeletons in the closet that could hurt the brand. To source the influencer with a real link to the brand who can create a real, empathic connection between themselves, their audience and the brand.

That, for me, is the biggest change from the origins of influencers, the ability to create unique and real stories from real people for real followers.

The digital age is what allows us to send the message out. The influencer is who the audience will identify with. But the result is why we do what we do – human connections.

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A Measure of Success

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A Measure of Success

August 19, 2020

Influencer marketing continues to change how brands can have one-on-one conversations with their audience through an authentic influencer that they trust. All too often, however, the question is asked: “How do you measure your work?”.

For most other channels, measurement is simple. You can see how many people visit a website. You can count your CRT. You can see likes and comments. Or, in the most commercial sense, you can tell by an increase in your sales.

Influencer marketing works on an entirely different level. Rather than a Call To Action, influencer marketing gives an audience validation. It is validation in their choices or habits or lifestyle or fashion or financial decisions. The audience chooses to follow an influencer because they see something in that person that they trust. It could be a celebrity. It could be an investment banker. It could be a doctor. For whatever reason, that choice comes with an inherent degree of trust in what the influencer has to say or how that influencer is acting.

So rather than having a measurable metric, influencer marketing offers something far more valuable: brand awareness, brand love and brand loyalty. It’s a lot like a marriage. Most people try to put a metric on marriage. How long have you been married for? Is this your tin wedding anniversary or your diamond wedding anniversary? How many people try to measure how much love is in the marriage rather than how much time?

Influencer marketing brings the love and trust, things that can’t be measured. For now.

While experts in influencer marketing like R-Squared use traditional metrics to monitor and give a sense of measurement during a campaign, we know that these metrics are not the right ones to capture the efficacy of influencer marketing. We know that, while there are a vast number of different ways that digital can be measured, there are also a vast number of different ways that those numbers can be ‘massaged’ or bent to reflect a desired outcome.

And that is NOT what we foresee for an industry that has so much potential to make meaningful change in the world.

As the Chair of Influencer Marketing for the IAB SA, our CEO, Stéphane Rogovsky, is working with experts from around the world to find ways of measuring the true impact of influencer marketing on brands and on consumers. It’s a new discipline and requires a new way of showing the world just how effective it is.

For now, influencer marketing works very much like the old school big brand adverts worked – the ones you used to see at the cinema, or on prime-time TV, or at the Superbowl. It creates brand awareness for a new audience. It provides validation for your active audience. And it builds love for a brand by showing your audience that they matter, that you acknowledge them, that you are as invested in their time and interests as they are in you.

Like the love that powers a marriage through the good times and the bad, in sickness and in health, it’s not something that is easily measured but you can see and feel it across a room.

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One Voice Can Make A Difference

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One Voice Can Make A Difference

July 2, 2020

It’s what makes putting paid media behind your influencer marketing such a great idea. You get the power and reach of paid media, the vast audiences with their volume of impressions but with a select voice giving you true authenticity and bringing focus to your campaign.

Think of it as an orchestra. Paid media bring in the violins and flutes, the bassoons and clarinets, woodwind, strings, brass, percussion – all combined to give us a classical feeling of grandeur. Add in a perfect voice, a pure soloist rising from the background to emphasise, to counterpoint, to add goose-bumps that run along your arms, and you have a nuanced and impactful campaign that resonates with its audience.

At R-Squared, we are leading the move to integrate experts from every field into one powerful orchestra that gets brands the maximum reach and the maximum impact. We believe that syndicated partnerships between local and global experts, from big agencies to small boutique shops, is the way forward for the industry.

Paid media and influencer marketing – our particular area of expertise – is a case in point.

Paid media offers us a channel that reaches millions – billions – of people. The potential within that audience is massive, but the dangers of these unsolicited impressions is that once the user scrolls past, the message may be diluted by other unsolicited messages in a feed.

For influencer marketing, the opposite is often true. Here we have a specific audience that are looking to a specific influencer for views and opinions. But it is a much smaller audience.

Syndicating these two channels brings an entirely new dynamic to the partnership. Now we have the huge reach of paid media enhanced with the one-on-one focus of influencer marketing. Which leads to that audience engaging more with the paid media, and the paid media audience being led to an authentic and resonant opinion leader for validation. And this builds and builds and builds to a crescendo for brands.

Add in a maestro conductor, an expert in collaborative thinking and execution, and you are practically guaranteed a virtuoso performance.
This collaborative thinking, not just between paid media and influencer marketing but between any teams working on a brand’s image and message from creative agencies to social media to paid media to production to editing and everything in between, is how we take individual skills and turn them into a symphonic, harmonious whole that raises a brand beyond the ordinary.

While the R-Squared expertise is in the influencer marketing sector, our knowledge, skill and experience, locally and internationally, is helping this change from silo thinking to expert syndication. Our partnerships with other experts in the marketing world – from paid media, to PR firms, to big agencies and boutique specialists – and our on-the-ground teams have the resources and expertise to hand-pick the voices you need to add to your creative campaigns and your paid media and make you stand out.

Stephane Rogovsky

Stephane is a 41-year-old Belgian citizen. He grew up in Brussels, lived in Switzerland, before moving to South Africa. Authentic conversations with real people inspire Stephane, an entrepreneur with more than 15 years’ leadership experience, utilising strategic foresight, analytical abilities, and trend spotting in diverse areas. He founded R-Squared Digital, a leading Influencer Marketing Agency that partners with some of the largest brands, media, and advertising agencies in South Africa and internationally.

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The Perils of Isolation for Brands

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The Perils of Isolation for Brands

June 24, 2020

The traditional marketing model has undergone a dramatic shake-up that began before this world of isolation and quarantine. Old-school ad agencies have found themselves stretched thin through a fast-growing and technology-led hunger for new content and new ways of serving that content.

This was the birth of specialist digital agencies and media houses, of production studios set up to develop content for a new generation that lived with technology in their pockets and with instant access to the world and to the world’s views and opinions.

It also led to a growing sense of compartmentalised thinking and agencies working in silos. This sense of isolation often worked against the brand’s interests. Where you had a great idea for a campaign, the execution often seemed to lack that spark that elevated it into something extraordinary. It’s a natural progression when it comes to tech-led innovation. The innovators bring it to market. The early adopters test it out and work through issues. It becomes more accessible, recognised and accepted. And then gains traction with a wider audience.

This where you need proper syndication. As experts in influencer marketing, R-Squared are well aware of how the industry is changing to incorporate collaboration to a much greater extent.

Our dealings with the big creative agencies and the teams of smaller experts have given us a unique insight into how things have been operating and how they need to change. We are finding, more and more, that our value goes beyond the influencer marketer role and has become an integral part of expert syndication leaders. With the creative agencies creating content, the production houses producing content and the paid media agencies seeding content, we saw the social media and influencer marketers being led by that content in a top-down approach. Our model, that we and other industry experts are showing should be the industry standard, is to use the content to create unique pieces that come from unique influencers to bolster and emphasise that content.

It’s an approach that has also led to us becoming experts in the coordination and collaboration between agencies to truly amplify a brand and message.

By syndicating our thinking and output, by collaborating with best of breed from an agency creative to a PR firm to a digital studio to a paid media agency to our own specialisation of influencer marketing – and then coordinating every aspect to work seamlessly together and build on a campaign rather than plug into a campaign – we are able to create something truly remarkable, impactful and memorable.

Syndication is how the modern world will move forward. In marketing, in business, in politics and human interaction. Isolationism and silo-thinking are shown to be ineffective at best and detrimental at worst. And it will take the experts to prove to the world that this unifying of talents and specialisations will lead to a whole, and to outcomes, that are far greater than the sum of their parts.


Stephane Rogovsky

Stephane is a 41-year-old Belgian citizen. He grew up in Brussels, lived in Switzerland, before moving to South Africa. Authentic conversations with real people inspire Stephane, an entrepreneur with more than 15 years’ leadership experience, utilising strategic foresight, analytical abilities, and trend spotting in diverse areas. He founded R-Squared Digital, a leading Influencer Marketing Agency that partners with some of the largest brands, media, and advertising agencies in South Africa and internationally.

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Creating connections in a time of isolation

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Creating connections in a time of isolation

June 3, 2020

If the recent global lockdowns, social distancing and isolation have proven anything it’s that – even in this digital age – we are a social animal and we crave personal connections.

And that this is the time for influencer marketing – true influencer marketing – to really take the lead for the future of brands and information. It is the time for influencer marketing to become part and parcel of your marketing communications. Not just an afterthought by a marketing assistant who has a friend with an Instagram account, but a well thought out, budgeted and strategically aligned pillar of your communications.

I was struck recently by the impact many celebrities have been making on social media – through words of support, through actions, even with how they are engaging with their fans about their everyday lives and the normalcy of their times with their families.

And then we have the celebrities who have struck an incredibly tone-deaf chord with their social offerings.

Keep in mind, these celebs are not doing what they are doing to make people mock them (well not all of them anyway), they genuinely believe that their posts, instas, and tweets are making a difference, are imparting wisdom and happy feelings.

They genuinely believe that they are creating a connection.

So, where did they go wrong?

This is where a proper influencer marketing model comes in.

Your audience needs to make a connection. A billionaire telling me how delicious a packet of two-minute noodles is will make me switch off – probably snort in derision first and then switch off. But a billionaire telling me a story about how those same noodles were what got him or her through college while they were still dreaming about changing the world? That is a different story.

Why?

Because I can relate to it. I can see myself sitting in a dorm room, fork buried in a microwaved bowl of noodles as I doodle my ideas onto a pad of paper.

Why?

Because it is genuine. It is a real moment, in a real person’s life. It is an authentic connection.

And connections are what make influencer marketing one of the most powerful tools in modern marketing.

Followers are not connections.

The word ‘influencer’ has taken on a negative connotation. The hordes of entitled demanding free drinks or meals or holidays because they will give you ‘exposure’ to their hundreds of followers are NOT influencers.

Ryan Reynolds inviting you into his home to share his experiences and family situation during lockdown – HE is an influencer.

A mom showing you how to create delicious meals on a minimal budget that are healthy and nutritious for your kids – SHE is an influencer.

Each of these people, in their own way, is defining a trend or setting an aspirational goal or demonstrating expertise. One might have millions of followers while the other only has a few hundred, but they share one thing in common: authenticity. And each has a very defined role to play in the influencer market – trendsetter, innovator, expert, reliable source, trusted caregiver, the characters in this play of life are endless.

All you need to do is find the one who resonates with you, your brand, your message, your dream. The one who really believes in your vision. The one who connects with you.The one who is real.

Influencers are real.

Real people with real lives and real stories and real experiences. In a world that is absolutely jam-packed with messages, it is the real voice that stands out. Finding that voice is not always easy.

For companies like R-Squared, it is our life’s work. We make connections. Not between brands and products and consumers and ROI and target audiences. Between people.

We find the real people, with the real stories. And then we let them tell their stories to the world. We do not tailor-make, we tailor source. We take your product, and we search out the people that actually connect with it. And that connect with others like them.

When a campaign is designed, executed and managed by experts, you go from a product endorsement to a life affiliation.

Budgeting for billions.

This is why influencer marketing is growing into a multi-billion-dollar industry. Pre-COVID estimates were that the influencer market would be worth over $10 billion in 2020. With the pandemic upon us, it was expected to slow down, but the opposite seems to be happening.

This time of isolation and increasing tension is showing us the real need for human-to-human connections. The bombardment of brand messages and unbelievable endorsements is coming to an end. Real people and real experiences are rising. Whether it’s a mom with a few hundred followers or a movie star with a million fans, people want genuine in a world filled with false promises and false hopes.

A personal connection.

Personally, I find this a very exciting time. A time of change and innovation for sure, but more a time of building humanity and building human connections – real human connections.

I have been at the helm of R-Squared for six years and have watched, and involved myself in, the growth of this incredibly exciting industry. I have seen it falter (see the entitled ones comment above) and I have seen it truly put the best of human empathy and emotion on display (see the switched-on celebs comment above).

As an agency shortlisted for Best Global Boutique Influencer Marketing Agency (holding thumbs for the awards in September), R-Squared is at the forefront of making influencer marketing an essential resource for brands and an authentic experience for people around the world.

Our mission is simple: keep it real.

Stephane Rogovsky

Stephane is a 41-year-old Belgian citizen. He grew up in Brussels, lived in Switzerland, before moving to South Africa. Authentic conversations with real people inspire Stephane, an entrepreneur with more than 15 years’ leadership experience, utilising strategic foresight, analytical abilities, and trend spotting in diverse areas. He founded R-Squared Digital, a leading Influencer Marketing Agency that partners with some of the largest brands, media, and advertising agencies in South Africa and internationally.

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