Building Purpose-Driven Partnerships: Advice for Brands and Influencers

In today’s episode we’re joined by Meg Young, a seasoned professional in the field of PR and influencer marketing. With an extensive background from top beauty agencies in New York to leading PR for notable cosmetics brands in Los Angeles, Meg brings a wealth of knowledge to the table. Her consultancy, Meg Young Media Group, reflects a deep understanding of the industry she's shaped over the years.

In this episode, we navigate the complexities of influencer partnerships and the evolution of these relationships from transactional engagements to meaningful, lasting collaborations. Meg shed’s light on the significance of trust, repetition in messaging, and the shift from focusing solely on high-tier influencers to recognizing the value of micro-influencers and their authentic engagement with audiences.

KEY POINTS:

15:13 Knowing influencers personally is crucial for partnerships.

19:03 Influencer impact varies based on strategy, brand, platforms.

23:52 Frequent social media scrolling to connect professionally.

30:09 Identifying non-traditional influencers for brand promotions.

33:27 Influence to change thoughts and actions positively.

QUOTABLES:

"It's not just about a paycheck and slapping something up there. We know that it's going to be really quality and also somebody that we want to work with. I think just like an employer wants to hire somebody that's going to be a long term partner for a brand and somebody who really works well with other team members, I think it's really very similar. You want to work with somebody you enjoy working with, who's respectful, who's professional.”

— Meg Young

"What I'm seeing now with brands is the repetition of the messaging that is really converting to sales, which I would say is probably most brands' number one priority. They want awareness and therefore sales ultimately resulting from that."

— Meg Young

"PR should not be, you should never invest in PR if you're expecting to see the return on your investment three times over. It's about that brand awareness, it's about creating that halo effect, and then sales will result from that."

— Meg Young

GUEST RESOURCES:

Linked In | Meg Young

RESOURCES:

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