In this week’s episode of the Social Media Takeaway Podcast (available on all the leading podcast platforms including iTunes and Spotify) , I have the pleasure of speaking with Charlene Flanagan, a global influencer and the visionary co-founder of Ella & Jo. Ella & Jo is an award-winning Irish skincare brand that is taking the world by storm. Charlene and I go way back. Charlene came to me on work placement from college and then worked for me for seven years. We has such fun working together and also catching up!
In this episode, we uncover the strategies behind effective content creation and the pivotal role of user-generated content (UGC).
Charlene shares her insights on building impactful influencer relationships and how these elements have contributed to her brand’s international success. Charlene highlights how working with influencers to create UGC can dramatically amplify your content’s reach and resonance.
User-Generated Content (UGC) refers to any content—such as reviews, photos, videos, or social media posts—created by individuals rather than brands. It is often shared publicly and can significantly boost authenticity and trust for a brand.
Building Relationships with Influencers: She emphasizes the importance of building genuine relationships with influencers rather than just sending out products coldly. This approach involves engaging with influencers and creating a sense of value and community, which in turn encourages them to go above and beyond when promoting a brand.
Strategic Partnership and Micro-Influencers: Charlene suggests partnering with micro-influencers, particularly those who are looking to grow. These influencers may be more invested in building a mutually beneficial relationship due to their own goals of expanding their audience.
Content Creation by Influencers: Instead of traditional influencer endorsements, Charlene highlights the benefit of having influencers create content that the brand can use. Specifically, asking content creators to produce a library of content for a brand can be a cost-effective strategy. This content can then be posted on the brand’s own social media pages rather than paying for the content creator to post it on their platforms, which is typically more expensive.
I love this idea and think of so many applications!.
Brands with a small following of a few thousand followers could approach micro-influencers (who want to raise their profile) and ask them to produce a library of content to be used on the brand’s social media channels. It’s a win-win: it’s relevant, high-quality content for the brand and exposure for the new influencer, even if it’s to a relatively small audience.