Inside Out PR launches influencer management offering #AsSeenOn
Inside Out PR is entering the influencer marketing space with launch of its new division #AsSeenOn which aims to connect up-and-coming social influencers with brands.
The influencer agency will work “personally vetting” social influencers “to ensure the most relevant connections are made”.
Speaking to Mumbrella, Inside Out PR founder and director Nicole Reaney said social influencers have become “almost the bread and butter” of traditional PR agencies.
“In our years of working with brands across Australia, and with influencers we saw an opportunity to connect the two. We found it can be quite hard for PR people or marketing people to find the right social influencer for their brand,” she said.
Reaney: “We’re after the up-and- coming bloggers”
In what is becoming an increasingly competitive space with the likes of influencer-only agencies such as The Remarkables or Nuffnang as well as PR agencies such as One Green Bean also launching influencer offerings, Reaney said #AsSeenOn is different as they are “not after celebrity influencers”.
“We are after the up-and-coming bloggers and social influencers across a range of sectors,” she said.
“With a PR and marketing background, we understand what brands are looking for in a social influencer and we can be that mediator.”
#AsSeenOn will offer influencers brand endorsement or ambassador opportunities, brand review opportunities, advertising income, income from brand-sponsored posts, and speaker or appearance opportunities.
Reaney declined to comment on how the revenue model works however said there are “no additional costs or rates” for brands in approaching the social influencer talent.
“Normally what would happen a brand approaches us and we then talk to the social influencers that are part of #AsSeenOn and discuss what the opportunities are there. There are no additional costs or rates in approaching that talent,” she said.
Reaney said the goal is to have a “core team” of around 20-30 social influencers who are vetted by the agency.
“We have relationships with the influencers, we have conversations with them and look at their unique visitors per month. It’s also in terms of their background – if they’re qualified in that area, it’s getting behind the blogger and understanding them,” she explained.
The influencers cover food, lifestyle, beauty, health, nutrition, mums/parenting, pets, design/renovation, DIY/Craft, weddings, household living and travel.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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