Q&A with Top Influencer Zanita Whittington: Brand-Influencer Collaborations, The Evolving Landscape & More
Zanita Whittington talks candidly with Bloglovin’ about how brands should think about their influencer marketing strategy, how the landscape has changed, and what works and doesn’t work when it comes to brand-influencer collaborations.
K: Zanita, you’re someone we consider to be a complete pro when it comes to content creation and influencer marketing — you have been in the game since the very beginning! What do you believe has been the biggest shift in influencer marketing over the years?
ZANITA: I won’t pretend that in the lifetime of my blog, connecting content with brands has been particularly smooth. What was once a hobby grew into a career, and I’ve had to change and learn as it’s grown, including learning to understand different forms of social media and strategies to engage my audience. Every year has demanded a new adaptation to my readers developing tastes; the way they consume content has consistently evolved. A formula that worked three years ago doesn’t necessarily apply today.
K: How do you think your readers feel about branded collaborations?
ZANITA: Today, the reader expects commercial collaborations. While the cynicism for commercial content is still there, we’re also seeing that — with transparency — these projects are often what the reader is engaging with most. A blog post with corresponding social media campaign can be a blend of experiences and aesthetic, so when the brand is right, and authentic to the influencer, the story is elevated.
K: Can you tell me what you’ve seen that doesn’t work when it comes to influencer marketing?
ZANITA: There’s plenty of examples of what doesn’t work out — namely, the quick fix Instagram campaigns, where numerous bloggers spam their audiences with a hashtag and a product, with little creative flair. This was a relatively successful strategy 2–3 years ago, but it doesn’t work anymore. As Instagram users follow more and more accounts, they’re becoming desensitized to blogger tropes. Instagram’s introduction of video has begun to address this. I recently did a creative collaboration with stop motion creator @mydaywithleo. With over 80k views and nearly 12k likes, it’s comfortably the most successful Instagram I’ve ever posted. The unique and memorable format was really fun, and a great blend with my spirited personality.
K: LOVED that collab — I think I may have watched it 6–7 times myself! How do you measure success with influencer marketing, is it all about the numbers?
ZANITA: Social media engagement is totally transparent, you can see what works for each influencer and choose to tap into that success. You can see what kind of posts get the most likes or comments — where an influencer is putting in their best work.
There’s also something more subtle to look for beyond numbers. Can a blogger present a product in a light that’s appealing, and connects to the reader/viewer? Sometimes it’s more than just a credit — a brand shouldn’t want their product in a place where it’s going to be overshadowed by an aesthetic. The best value comes when the resulting assets from a collaboration can be used effectively by both parties.
K: We’ve talked about what doesn’t work. What have you seen does work and how do you recommend brands work with influencers to create a successful collaboration?
ZANITA: Today the smartest approach is the one that addresses and respects individuality. An engaged audience will always have specific interests. Just like an agency wouldn’t go to Nike and suggest a ‘Netflix and Chill’ themed campaign, you can’t go to a blogger with a ‘one size fits all’ approach.
Today’s bloggers are savvy (or at least, they should be), they can give a run-down of exactly who their audiences are and what they respond to best. They can give you a blow by blow account of who is accessing their content and from where, how many see each post and how many click through. Often the value of content can be expressed in more than how many comments and direct sales it gets; it can be about creating content that expands a brand’s own story through personality and assets.
K: You’re clearly someone that doesn’t say yes to every project. What would be a dream collaboration for you?
ZANITA: My dream project is one that allows me to connect more deeply with my audience — where the collaboration tells a story, bringing in my own personality and experiences. I love projects that allow me to share the creative process through various mediums: on social, through imagery and video, developing and sharing that story over time to allow my reader to become more connected with the story. A connection between the blogger and the reader is a personal one. The reader wants to be along for the ride — whether it’s a learning experience or simply comical relief. When that connection exists, both the brand and the reader benefits. I’m most inspired when I’m challenged to bring something new and exciting to my content, and find the perfect synergy between a brand’s identity and my own.
—
ZANITA WHITTINGTON is one of the world’s most respected and successful influencers. When Zanita first started her blog in 2006 she was already working as a model and photographer in Australia. Her blog — Zanita.com — was an outlet for her creative pursuits. What started with a laptop and a Canon DSLR quickly grew in size and scope. Soon, Zanita was jetting off to Paris to work with Louis Vuitton, London to work with Jimmy Choo and New York to work with Ralph Lauren.
Zanita has contributed content to Vogue.com and H&M, has sat front row at countless international fashion weeks and, in February 2015 was featured on the cover of Conde Nast’s Lucky magazine as one of “fashion’s digital superstars”.
Regularly featured in print and online magazines as a Photographer and Model, she has also taken photography commissions for Vogue.com, Vogue China, Elle, Lucky Magazine and more. Zanita’s clients include H&M, Hugo Boss, Ralph Lauren, Harrods, Louis Vuitton, Myer, Topshop, NBC, Cathay Pacific, Samsung, Hyatt Group and more.
Want to learn more about Bloglovin’ or Activate? Just drop us a note at research@bloglovin.com.
