Scaling content creators with Lisa Targett, GM of TRIBE
Lisa Targett is UK General Manager of TRIBE, the self-serve marketplace that connects brands with everyday people to celebrate them through beautiful content. Lisa joined TRIBE from Mail Advertising where she was responsible for 65% of the publisher's UK digital revenue, after successfully establishing their standalone commercial operation in Sydney. Within her first year at the helm, TRIBE UK’s revenues have soared beyond forecast - accounting for over 65% of global revenues and showing no signs of slowing. TRIBE now sees over £175,000 worth of branded content flow through the platform every day. In recognition of such achievements, she has been named in The Drum’s #50Under30 and named one of Diversity Journal's Women Worth Watching in 2018. She is widely acknowledged as a thought-leader within Marketing & Advertising, delivering keynotes at Decoded, Millennial2020, PRWeek, Ad:Tech and frequently commenting on industry news for The Drum, Campaign & Business Insider. She also sits on the Wholeinfluence Council and is a member of the IAB's Future Trends and Content & Native Advisory groups - each designed to create, maintain, and define standards in the influencer marketing industry. Founded in Australia in September 2015, and launched in the UK in April 2017, TRIBE has connected over 11,500 brands with 50,000 influencers generating 650,000 pieces of branded content globally for the likes of Unilever, Amazon, Topshop, American Express, Selfridges, Mars and Diageo. Show highlights 2:03 Lisa introduces herself and TRIBE 9:50 Is the industry saturated? 11:25 Price points and apps. How TRIBE works with influencers. 14:23 Influencer marketplace or influencer platform? 16:04 Macro-influencer or micro-influencers? 20:15 Who owns influencer marketing within a company? 23:25 The visual aesthetic. Why people follow creators on Instagram. 26:25 The democratization of advertising: "The world's advertising can be generated by the very people it's designed to attract." 29:50 Is influencer marketing disrupting the marketing industry? 31:30 Lush UK announcement. Is this the beginning of a new trend? 33:39 Is it cost-effective for brands to use influencers? 37:29 Instagram the most interesting platform for the foreseeable future. 41:47 Where Lisa see the influencer marketing industry in the next twelve months and the next five years. 47:00 The one book Lisa recommends everybody reads. Resources/people/articles mentioned in the podcast TRIBE Lisa on Instagram Lisa on Twitter Lisa on LinkedIn The Drum 50 Under 30 Ste's podcast with Mat Spade