Creator Economy Live From Lipstick to Last-Minute Groceries: Esraa Elzin on Influencers, Industry Shifts, and TikTok Ambitions!
Oct 31, 2024
Esraa Elzin, Influencer Marketing Lead at Instacart, shares insights from her journey through PR and beauty brands like Estee Lauder and LVMH. The conversation dives into TikTok's rise in social commerce and its impact on influencer strategies. Esraa discusses the transition from beauty products to grocery marketing and the essential role of storytelling. The episode also highlights challenges in engaging diverse influencers and the need for authentic connections in marketing, underscoring a shift towards quality creative content in the industry.
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Missed Opportunity
- Keith Bendis shares a story about a missed opportunity to join Instacart early on.
- He met with the Instacart leadership team in a casual setting, which reflected the company's culture.
Career Journey
- Esraa Elzin describes her career journey, starting in PR and transitioning into influencer marketing.
- She discusses her experience discovering James Charles and the impact of influencer marketing in the beauty industry.
Instacart's Influencer Approach
- Influencer marketing for service-based companies like Instacart requires a different approach than product-based companies.
- Focus on personal storytelling and authentic creators who genuinely use and value the service.