by Paola Nannelli, Head of Influencer Marketing

Blogmeter’s mission is to measure, decipher and interpret different data and to provide social media monitoring and analytics tools to agencies and companies. So far, Blogmeter’s blog posts have been mainly focused on content built around countable performances. But Influencer Marketing is not just made of numbers: is made also, and especially, of people. For this reason, today we inaugurate a brand-new column focused on the real players of this world.  

Our first issue of “10 Minutes with…” is dedicated to Lee Oliveira, photographer, stylist and creative director. In the following interview Lee, who’s a regular contributor to the New York Times Fashion’s Instagram account during major Fashion Weeks around the world, tell us his personal view about influencers and Influencer Marketing.

Lee, please introduce yourself

Lee Oliveira – photographer, videographer, stylist & creative consultant. 

How did you get your start as a street style photographer and how did you decide on an industry focus? 

I started way back in 2010. I was interested in people and what they were wearing so I took my camera and hit the streets of Sydney, Australia. I initially started it solely as a hobby however after a few years and quite a large following on my blog at the time, I quickly realized it was turning into much more than just a hobby. 


What’s your definition of an ‘influencer’?


Exactly what the word means however when you go deeper and look at a fashion influencer, these are people that drive engagement, brand awareness and produce quality and unique content. 


What would you say is the #1 key to success in your business?


People always talk about numbers on social media. A lot of people have that however you need more. Creating meaningful relationships has been key for myself. Keeping it real. People will remember someone who overpromises and under delivers and not in a good way. I always make it habit of being the opposite. That way you will never disappoint. 


Which is your favorite influencer marketing campaign you worked on and why? 


This is a hard question as I have worked on so many. I did work a few years back with Diesel where we traveled to New York, Barcelona and Corsica attending music festivals with influencers. My task was to photograph the influencers in natural environments with brand product. For obvious reasons I liked it as the destinations were amazing. I’m always up for a challenge and photographing at music festivals was definitely challenging on a logistical level. 

What’s your view on micro-influencers compared to celebrity influencers? 


I believe a brand will get more out of working with celebrity influencers as they are far more known outside their own Instagram account. Having said that, there is definitely space in the micro-influencing market. I believe brands need to do more research into this regarding selecting the right influencer. This can be challenging as there as so many in the market place these days. 


Friendship goals Pier 17, New York

Un post condiviso da Lee Oliveira (@leeoliveira) in data:


What the biggest opportunity for you on the social media? 


These days it has to be Instagram. Having said that, because Instagram is changing the algorithms, I don’t think one should rely solely on this platform. I also use Twitter and LinkedIn to engage to different audiences and to tell different stories. Pinterest is still a great website traffic driver. I have a large following on this platform and find it works well. 


What’s been your biggest challenge as a photographer? 


I sometimes think people think it’s just a matter of picking up a camera and pointing and shooting. If you don’t have an eye, your images will look just like everyone else’s. Being an outdoor photographer is another challenge as you are constantly dealing with mother nature. 

What does the future of influencer marketing look like in your eyes? 


As mobile phone networks get faster, I believe short videos will play a bigger role on social media. Images will always be there however I think audiences will become smarter about what they see and what is real. I also think brands will get smarter about which type of influencers they work with. Targeting those that don’t necessarily have high number but are much more aligned with the brand and their values. 


Shoes details outside the shows at #PFW by @leeoliveira for The New York Times

Un post condiviso da New York Times Fashion & Style (@nytimesfashion) in data: