In this podcast, the hosts Tinashe and Tonje interview Anna Pickard, a marketer with nine years of experience in social media. Anna discusses her background working in startups and corporate settings, including her time at Dell Technologies where she focused on social media strategy. She also talks about her transition to product marketing and her current role as the lead social media manager for her company. Additionally, Anna shares her experience as a TikTok creator, growing her following to almost 200,000 followers and securing numerous brand deals. She attributes her success on TikTok to the organic growth of her account and the unique content she provides for moms.

This podcast is proudly supported by:

OnScale, the CRM for talent managers, amps up your sales and speeds up growth. It hands you online media kits, creator analytics, and smooth project management tools. OnScale makes talent management a walk in the park.

Sosani Studios empowers talent managers and creators by securing brand funding for videos. Their unique PIIC strategy (Passion-Integrated Influencer Campaigns) marries creators’ passion with brand goals for impactful content. With Sosani, finding the right funding becomes a creative, rewarding experience.

TIMESTAMPS

[01:46] Moving into product marketing.

[04:31] Organic growth on TikTok.

[07:25] Defending creators and their contracts.

[11:14] Influencer community management.

[13:31] Characteristics of a good talent manager.

[17:21] Converting better without competitors.

[21:42] Lack of influencers in tech.

[23:30] Influencers in the tech space.

[26:14] Aligning talent with company values.

[30:49] Not looping in your social team.

[34:34] Social media account management.

[38:11] The future of influencer marketing.

[39:27] Influencer marketing and devaluing.

[43:39] Dabbling in different spaces.

[46:08] A controversial mom space.

[49:07] Social media backlash and crisis.

[52:10] Influencer manipulation and threats.

[55:31] Influencer management challenges.

[58:22] Influencer relationships and contracts.