The Blogger Programme (TBP) is an all round influencer marketing solution. The platform itself has a community of over 40,000 influencers and over 2000 brands. Today we caught up with the founder Byron to discuss the future of influencers and collaborations.
“Finding a team that believes in the businesses and share the same vision is definitely the most important thing”
About The Blogger Programme
Being part of TBP gives influencers new opportunities to collaborate with brands. Every day new campaigns are published on the platform which they could be working on. It is open to all types of influencers, from the micro influencers to those who have hundreds of thousands of followers. Relevant campaigns are sent to their inboxes on a daily and weekly basis, constantly providing them with new and exciting collaborations.
TBP is a simple solution to managing their influencer marketing campaigns. Brands can search for influencers, review influencers, create bespoke opportunities and then sit back and wait for influencers to apply who match their requirements and who want to collaborate with them.
Having worked at an online fashion startup (LoveClothing.com) I was working with influencers back in 2012.
I then started Social Network Solutions (SNS), my social media agency and knew that influencer marketing was the future for brands. I already had a big client list and also a good network of influencers I had worked with so it just made sense to create something to help connect them, hence TBP started.
Where did you see the gap in the market?
When I was working for LoveClothing.com we were doing everything manually. Finding the influencers, asking for stats, checking their content etc. Once we’d sent them products, I would have a pile of paper on my desk to remind me to check on the social/blog posts. It was then that I realised the industry needed a more automated and simpler solution.
What skills did you come to the business with already?
I am pretty much self-taught. Being thrown into the deep end at LoveClothing.com taught me a lot. I was doing the photography, email marketing, social media, influencer marketing as well as the picking and packing so I had to learn quickly.
After that, once I set up SNS I really started to understand brand’s and agency’s needs. I think it was about spotting an opportunity and then hard work. I worked a 9-5 and in the evenings and weekends worked on SNS & TBP – I still do it now.
What have been the most important tools in helping you grow the community?
The people around me – finding a team that believes in the businesses and share the same vision is definitely the most important thing.
What’s the most challenging thing about setting up a scalable community?
The most challenging aspect has been remaining at the forefront. The industry is changing so rapidly that you constantly need to be looking ahead. There is also a constant need to keep improving the platform for both brands and influencers to ensure it provides value and a solution for everyone.
How does The Blogger Programme differ from other communities?
I think the fact that we’ve always had an ‘influencer first’ approach sets us apart. We’ve always made sure we’ve stayed connected with influencers and tried to provide events, fun local and travel opportunities, as well as providing campaigns on the platform itself. For brands, we have one of the largest influencer communities in the UK & Europe with lots of data points and guidance to help guide them to connect and collaborate with the best influencers for them. We’re multi-channel, and allow brands to control who and how they collaborate.
What’s the one thing you wish you’d known before you started?
The pace and the scale that the industry would grow at. I never imagined it would grow so big and so fast. At the time I started it was all a bit unknown and then all of a sudden it just exploded!
Where do you think is the industry heading?
It will continue to grow and grow but I think it will become led by data and technology. There clearly will be more reporting and ROI for brands within the industry and with things like Instagram tags and shoppable links being rolled out, I think it’s only a matter of time before something is introduced into the influencer marketing industry as it matures. Brands are crying out for more reporting so I think that’s where it is heading.
Things like AR, VR, and constant AI developments within brands’ sights, I think the ways brands work in the next couple of years is going to change massively.
Everything will be video based and more content will be ‘live’ or via things like stories, it’s more engaging and brings brands closer to the influencers’ audiences so I think they’ll keep on adopting that approach.