As the influencer industry progresses, brands are starting to use their own employees as social media influencers.
US based Equinox Fitness, for example, launched a talent management agency for its employees in July. Brands such as Macy’s (who have also featured customers in its Instagram content), Kate Spade and Everlane also have specialised influencer programs that are sourced from their own employees, or they consistently feature them on their social media channels to sell products.
By doing this, brands are hoping to achieve quality and consistent content that’s shared from a relatable social media presence, rather than a well-known brand. It is also less expensive than collaborating with renowned influencers who charge large sums of money for a single post.
“Company employees are natural brand ambassadors, especially in the industries like fitness, fashion, beauty and lifestyle, where personal example is most powerful,” said Yuli Ziv, CEO of Launchmetrics’ influencer marketing division. “These brand ambassadors are authentic because they chose to dedicate their professional lives to these brands, and leveraging that authenticity and dedication is very strategic for brands who want to develop their own communities of consumers.”
Equinox’s new agency will provide employees with opportunities, such as helping them create content, offering education for things like algorithm updates and exposure through events and classes. It will start by focusing solely on Instagram influencers in Los Angeles and New York, with a plan to work as a full-service agency for all social media platforms by 2019.
“It is a smart investment for companies to help those individuals create their own brand and content as part of it,” Ziv said. “They might not always have the skills or the tools to do it well, but guided by professional management and resources, they can create a lot of value.”
