Leeds Business School | Blog

Influencer marketing – the next big thing?

Very few things drive sales as effectively as word-of-mouth recommendations.

On social media, native advertising taps into the power of word-of-mouth to capture the benefits of brands and products created by a trusted source, providing a more pleasurable experience for consumers and a more powerful marketing solution for businesses.  Is the next generation of native marketing - influencer marketing – set to become a big thing? According to Business Insider Influencer marketing  spend on advertising is poised to grow to $5 - $10 billion by 2022.

Gloria Atanmo, a top travel influencer provided a behind-the-scenes picture of the influencer marketing industry in a special guest lecture at Leeds Business School. Founder of The Blog Abroad, Gloria gathers over 100K social media followers across social media platforms. As a full-time story-teller she creates influencer marketing campaigns for companies such as GoPro and Skyscanner. Gloria describes herself as a digital nomad who wears many hats, including a graphic designer, photographer, social media influencer, writer, content producer, editor, and negotiator.

In this lecture Gloria discussed some fascinating aspects of influencer marketing and her own journey to become a top social media travel influencer. The lecture was attended by more than 100 students, academics, professionals and practitioners and it was a dynamic and interactive experience with plenty of questions from the audience at the end of Gloria´s presentation.

Following the lecture many participants took the opportunity to talk to Gloria and find out about her book ‘From Excuses to Excursions: How I Started Traveling the World’. As a social media influencer with a large following, Gloria has reached the status of micro-celebrity among her followers. One of her fans brought her book to get an autograph and another of her followers flew from New York just to come to the lecture!

Influencer marketing

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About the Author

Dr Cristina Miguel

Dr Cristina Miguel holds a BA in Advertising and Public Relations by the University of the Basque Country (2002). After more than five years working in the Internet industry in Barcelona, she conducted a MS in Interactive Digital Communication at the University of Vic (2010).

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