Social Buzz Show: Cass Gowing of AllSaints talks micro-influencers
What is a micro-influencer, and where did the term come from? Cass Gowing of AllSaints is the latest guest on The Drum's Social Buzz sofa as she sits down to discuss these questions.
Touching on the way the retailer counts on consumers with small social followings to help spread AllSaints' marketing message to family and friends, Gowing said: "I think that we've definitely reached a saturation point with influencers. People definitely aren't stupid, they know that posts are being paid for now."
"When you've got Kim Kardashian posing with her teeth whitener, you know, people aren't thinking 'she just really loves that product', so we're going back to basics, which I think is amazing - we're celebrating the people that we're trying to talk to."
The series accompanies The Drum’s weekly Social Buzz chat, which takes place every Tuesday between 7-8pm GMT. You can follow and contribute on Twitter using the hashtag #SMBuzzChat.
The Drum's Social Buzz Awards are now open for entry, you can find out more on the website.
Other episodes in the series
Episode 1
Social Buzz Chat special: Gary Vaynerchuk talks community, authenticity, VR and Snapchat
This week we bring you a very special edition of The Drum's Social Buzz Show, featuring entrepreneur and social media gunslinger Gary Vaynerchuk.
Episode 2
Social Buzz Chat: Aria Alagha on how musicians can use Facebook to get themselves noticed
Sitting down on the Social Buzz sofa this week is Aria Alagha, a social media strategist who's worked on LeeFest and with clients like Gabriella Cilmi.
Episode 3
Social Buzz Chat: U-Dox's Ben Anderson on why quality content is more important than timeliness
What's more important on social – getting posts up quickly or producing high quality content? U-Dox's social media manager Ben Anderson joins The Drum's head of social Adam Libonatti-Roche to discuss this very topic on the most recent episode of our Social Buzz Chat.
Episode 4
Social Buzz Show: Zone's Gina Roughan talks social purpose, Dove's 'Real Beauty' ads and building trust
Another week, another chat about all things social on The Drum's Social Buzz Show.
Episode 6
Social Buzz Show: SEENConnects MD Sedge Beswick on social talent and how brands can nurture it
Sitting down on the Social Buzz sofa this week is SEENConnects managing director, Sedge Beswick, formerly of Asos.
Episode 7
Social Buzz Show: Link Humans' Laurence Hebberd reveals how to reinvigorate your personal brand, and why it matters
Laurence Hebberd (@LaurenceHebberd) senior account manager at Link Humans and head of events for online community #SMLondon pulled up a seat on this week's Social Buzz show to chat.
Episode 8
Social Buzz Show: Jellyfish's Hannah Rainford gives the lowdown on social media listening
Social media listening is big business, so on this week's Social Buzz Show we asked Hannah Rainford, associate director of social media at Jellyfish, to talk us through why brands are investing serious money and resource into the function.
Episode 9
#SMBuzzchat | We Make Awesome Sh's: Syd Lawrence on how brands should be using chatbots
An army of Chatbots have found their way on to Facebook Messenger, Line and more this year, but what is the best way for brands to use them?
Episode 10
#SMBuzzchat: We Are Social's Tom Ollerton on how brands should be innovating on social
Social media innovation is not just showing your boss that Snapchat has a new filter or feature according to Tom Ollerton, innovation director at We Are Social.