Taryn Williams launches flat-rate influencer outfit The Influencers
Taryn Williams, founder of talent platform The Right Fit and model management company Wink, has launched influencer marketing agency The Influencers, which will offer brands a flat rate influencer campaign management service.
Williams told Mumbrella the business idea arose from a number of brands engaging The Right Fit an Wink wanting to run an influencer marketing campaign but lacking the internal resources to manage it.
“We’ve had a lot of clients through both my businesses, The Right Fit and Wink, in the last 12 months who want to run an influencer marketing campaign but don’t have the internal resources available to manage the campaign, or need some extra hands on support,” Williams told Mumbrella.
“This has been a mix of both PR and media agencies, and brands directly. We saw a huge increase in demand during COVID, with the increase in consumption of social content, and brands shifting spend away from channels like [out-of-home].”
The agency will also provide services that help to create and write a campaign brief, identify suitable influencers for the job and screen talent for required analytics such as engagement, followers, age, gender and more. The Influencers will also work with their clients on budgets for talent, deliverables and content approval to ensure its quality and alignment to the brief.
Williams told Mumbrella The Influencers will also work with other agencies looking to outsource influencer vetting and campaign management.
“We also found that there was a huge demand from agencies (PR, media, digital marketing, etc) who certainly had the skills and expertise to run a campaign, but not the internal resources to be either reaching out to influencers direct, or collating quotes from The Right Fit, agencies, managers, etc, managing the vetting, content due days, chasing up insights… It was hard for agencies to viably deliver influencer campaigns with the headcount hours involved, ” Williams said.
The agency will operate on a flat-rate model, charging clients $3,000 for a single campaign. This removes the commitments of ongoing costs such as retainers and carries no minimum or maximum spend requirements on talent.
As a result, Williams says the business is like an “extra set of hands” when clients need them.
“I saw a gap in the market to create a flat rate agency, that is platform agnostic and agency agnostic (so we work with talent from any agency, any platform, or freelance, as well as those in The Right Fit marketplace) that can, for agencies, be an extra set of hands when they have campaigns running, and for brands, provide that education and practical hands on support to set their strategy and make their campaign a success,” she said.
The agency will work with campaigns and creators across all platforms including LinkedIn, Instagram, TikTok, YouTube and creators’ personal blogs.
Since it began operations in November, The Influencers has worked with Kraken Rum, Olay and Seven.
The Right Fit recently made headlines as it was revealed to be the talent platform which SBS The Feed reporter Calliste Weitenberg and producer Elise Potaka gained access to with a false influencer account backed by fake followers. Despite the account slipping through The Right Fit’s vetting processes, Williams remained confident in the analytics The Right Fit provides to clients so that they can make an informed decision about the influencers they choose to engage with.
“The fact that this person didn’t book any jobs shows that people do see the importance of looking at the analytics tools, and are becoming more educated on the importance of understanding the complexities of the influencer space,” Williams told Mumbrella at the time.
