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.
52:49
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Quick takeaways
- Esraa Elzin discusses her career transition from PR in the beauty industry to her current influencer marketing role at Instacart.
- The podcast highlights TikTok's ambitious goal of generating $17.5 billion through its affiliate program, emphasizing the rise of social commerce.
Deep dives
The One That Got Away: Instacart
The speaker reflects on a missed opportunity with Instacart, which symbolizes the concept of opportunities that many people regret not pursuing. This is illustrated by their anecdote about being in contention for a leadership role at Instacart during its early days, where they received insights into the company's vibrant culture. Had they accepted the role, they claim they would have benefited significantly from Instacart's subsequent success following its public offering. This personal connection highlights the broader theme of recognizing key moments in one's career trajectory.
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