Influencer Marketing w/ Jayla Akers
To be an influencer: what started as a fun and engaging way to build community on social media has transformed into a projected $24 billion industry by the end of 2024. Yes, girl—billion. This growth can be attributed to several factors: the pandemic, increased budgets for content marketing, shrinking budgets for commercial campaigns, and more.
The beauty of influencer marketing, for me, is the instant effectiveness. What used to take about a week for metrics reporting now happens in a fraction of the time. As a brand or creator, you can gauge your campaign’s performance within the first few hours.
My favorite aspect of this marketing tactic is audience targeting. When you know exactly who you want to reach, influencer marketing becomes powerful and provides a way to get “in.” And let’s not forget about credibility. If my imaginary best friend of five years vouches for a product, it’s stamped. No further questions or reviews needed—additional feedback will likely appear in the comments anyway.
As the industry evolves, so do the creators. Endorsement deals with high-profile celebrities have transformed into influencer partnerships with our favorite TikTok personalities-next-door.
Influencers like Monet McMicheal, Tabitha Brown, Keith Lee, Druski, among others, are reshaping the way brands present themselves.
Today, we’re introducing Jayla Akers—an influential force behind the scenes of influencer marketing. Jayla has collaborated with renowned brands such as YSL Beauty, Remy Martin, VH1/MTV, Boohoo, Beauty Counter, SheaMoisture, and Aerie. Her expertise bridges the gap between creators and brands, ensuring seamless integration. Jayla’s passion, creativity, and visionary outlook have earned her mentorship from innovators and industry leaders alike.
As influencer marketing continues to shape the digital landscape, Jayla stands at the forefront, redefining how brands engage with their audiences. Below we chat through the evolution of influencer marketing and some tips she has for brands and creators.
With experience in influencer marketing for beauty, fashion, and consumer brands, I’m sure you’ve witnessed the landscape evolve over the past five years. What are your thoughts on the current direction of the industry?
Creators are the current and future of marketing and advertising. They are our first touch point for new and existing products or services. To see how brands can partner with storytellers to expand their reach and diversify their audience across age, race, etc., is genuinely inspiring.
As we witness the growth of the creator landscape and economy, the beauty in it is that it’s evident that there’s a place for everyone. Regardless of who you are, you can find your community. I’m excited about the current direction of influencer marketing, and I’m looking forward to seeing how the market continues to evolve.
What new trends or marketing strategies are you most excited about regarding how brands and creators collaborate innovatively?
My answer may be controversial, but I’m excited about artificial intelligence (AI). AI is here, and it’s real. Some brands are already adopting AI as part of their new “normal.” Jacquemus was one of the first brands I saw leveraging AI to create a world where their brand is at the epicenter of this digital society they’ve built. When it aligns with brand guidelines, AI is truly game-changing!
Now, I’m looking forward to seeing how brands will implement creators to expand upon their AI efforts and what this means for the future of creative storytelling. Everyone is tuned in and taking notes!
There is a lot of current discourse around what brands may or may not deem as “marketable” when looking for talent to partner with. What advice would you give someone just starting out as a creator and wanting to align themselves with brands? What are some Do’s and Don’ts?
I’m big on authenticity and empowering creators to be themselves. I always recommend creators to identify their content pillars and segment them based on their passions and personal brand. Then, consider how you can create content to amplify these areas. Reflect on the brands you might be interested in. What content are they posting? Does it resonate with you? Are there open opportunities for alignment? Here are some do’s:
Be Consistent: Find a schedule and a strategy that works for you.
Show Up Authentically: Create boundaries for the parts of your life you prefer to keep sacred.
Study Your Analytics: Understand what’s working and what’s not, and why.
Listen to Your Audience: They will tell you what they want to see.
Take Breaks When Needed: Self-care is essential.
And now, a few don’ts:
Don’t Give Up on Yourself: Trends may come and go, but staying true to your authentic self matters.
Don’t Let the Algorithm Defeat You: Instead, study your metrics and devise a game plan.
Don’t Be Discouraged by Engagement and Numbers: Everyone starts somewhere.
What do you think is important to keep in mind when identifying meaningful partnerships between creators and brands?
Brand partnerships should feel genuine and reflect both the creator and the brand's mission. For brands, it’s crucial to research and stay up-to-date on all the evolutions that may take place both within the brand and among your creators to ensure that a partnership will feel fruitful.
For creators, it's essential to keep your long term goals in mind. While goals and interests evolve, remember your pillars as your anchors. In each partnership, strive to maintain alignment and consider longevity as a bonus.
Who are some of your legacy influences and why? Who's inspiring you right now?
I’ve always been influenced by the artistry of both Jay-Z and Beyoncé. They are the artists of my life. Their ability to create art that transcends across generations has always inspired me to place my most expensive bets on myself. Individually and collectively, they have forged a force that has transformed marketing as we know it. Across any field, any discipline, you can study, learn, and apply their ideologies to your creative process. From their work, you can also study the importance of establishing and maintaining community across generations while evolving and raising the bar higher. There is so much beauty in creating timeless bodies of work that nod to history, but that also make room for new seats at the table. For me, both Jay-Z and Beyonce embody that.
xoxo,
Amanda
*Responses were edited for clarity and conciseness
Transform The Hustle is a Black-owned and led cultural consultancy with an aim to increase access and representation for black corporate professionals and independent creators through brand collaborations, job opportunities, philanthropic initiatives, and innovative programming. They focus on creating impactful and inclusive spaces for the community and breaking down barriers that often limit opportunities for Black professionals and independent creators.
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