Victoria Shubina
Head of Influencer Marketing
Yango
I am a seasoned marketing and communications professional with over 10 years of experience in influencer marketing, social media, PR, branding, and a strong passion for consumer marketing in the IT industry. In my role as Head of Influencer Marketing, I led a team of talented strategists, creatives, and analysts to deliver innovative and effective solutions for startups, fintech, food, and ride tech services on a global scale. I have successfully executed influencer campaigns in over 30 countries across Latin America, Africa, Europe, the Nordics, and the Middle East.
3 questions to Victoria
What will surprise the audience in my approach?
One surprising aspect of my approach could be focusing on the importance of authenticity, localising and genuine connections with influencers, rather than just focusing on metrics like follower count. We can also discuss the power of niche influencers and how they can often have a more engaged and loyal audience than larger influencers. Additionally, I can share some cases and examples of successful go-to-market strategies that prioritize long-term partnerships with influencers, rather than one-time campaigns. Overall, by highlighting the importance of building meaningful relationships with influencers and creating authentic content, companies can have a fresh perspective that goes beyond traditional influencer marketing tactics.
Why is this topic important for the industry players?
This topic is important for industry players because influencer marketing has become a key component of many brand marketing strategies. With the rise of social media and the increasing influence of online personalities, leveraging influencers can help brands reach new audiences, build brand loyalty, and drive sales. By understanding the benefits of influencer marketing and implementing effective strategies, industry players can stay competitive in the ever-evolving digital landscape.
How do you see it evolve within a year?
Brands will increasingly turn to micro and nano influencers with smaller, but highly engaged and loyal followings. These influencers often have a more niche audience and can offer a more personal and authentic connection with their followers.