Influencer Marketing: Influencers on demand

Image courtesy of Verna Hungry Banana

Collaboration is at the heart of influencer marketing and the right influencer can bridge the gap between a brand and a potential buyer. An effective influencer marketing campaign will bring a company closer to its customer so considering influencers as part of your media mix is non-negotiable.

In our ‘Earning Influence’ series we will be speaking to influencers about what they look for from brand partnerships and how to grow a channel whilst retaining authenticity and a loyal following.

We caught up with foodie influencer @Vernahungrybanana about her partnership with British Lion Eggs, whilst in the throes of British Egg week, and what has made her series ‘Around the World in 80 eggs’ so successful:

1. Tell us a bit about you and how you became a content creator?

At the start of the pandemic, I was bored at home like everyone else, so I chose cooking as a distraction and took photos of everything I made to eat as I missed travelling and exploring. Over time it grew, and people began asking for recipes and I never stopped as I really enjoyed cooking and sharing my food and culture with others and 4 years later, here I am!

• What has the series ‘Around the World in 80 Eggs’ done for you and your page?

One of the most obvious things is that lots of fellow egg lovers discovered me and helped to grow my following. There’s also the endless excitement I get around trying out and learning different egg recipes from around the world, especially from people that would suggest them, and they get very happy seeing their country featured. It’s even better when those from that country approve of it too!

3. Why do you think this series is so successful?

Eggs are something you can get easily no matter what country you’re from, so it’s relatable and versatile, and most egg-based dishes are affordable to make too. In addition, it’s also vegetarian friendly so there’s also reaching the vegetarian community and giving people more ideas and inspiration on how to consume eggs.

4. What are your top three tips for creating a successful series?

No need to overcomplicate things – most people love easy and accessible recipes and content that they can relate to. It’s got to be something you’re passionate about otherwise it will just die down quickly, and you won’t have the motivation to keep going. I don’t try to burn myself out making lots of recipes really quickly – I care more about quality over quantity. Quality content will always win people over.

5. How have brands helped to build your page? And, what do you look for before accepting a brand partnership?

Working with brands helped me to establish a level of expertise and allows my audience to see me in a different light – that I’m not just a casual content creator, but one that is trusted by brands that they know. When it comes to choosing partnerships, I really try to keep my content as authentic as possible so whenever a brand deal comes through, I need it to fit into what I’m doing. I don’t want to sell my soul just for a deal, I care about the messaging and values I need to put out as well. I also prefer when the brand gives creative control to me, rather than dictating what they want to see to a tee. That never works as each creator is unique and their style can’t be generalised. 

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