Thank you:
A big thank you to our Guest Speakers Shira Jeczmien and Grace Duncan from Alliance Member SCREENSHOT Media.
Shira’s key takeaway:
“Influencer is no longer just a creative channel — it’s a media channel with huge commercial upside. The media agencies who win will be the ones who treat influencer with the same rigour, planning and commercial thinking as any other line on the media plan.”
Recap & Key Takeaways
In this follow-up session, Shira and Grace dove deeper into the evolution of influencer marketing, outlining how it has matured from a PR-driven tactic into a full-funnel, performance-driven media channel. With global spend in the space projected to hit $33 billion by the end of 2025 and a growing number of blue chip brands allocating up to 25-40% of their marketing budget to this channel, the opportunity for media agencies to own this channel is bigger than ever.
They emphasised that influencer marketing should be approached with the same strategic discipline as other media channels—including planning, forecasting, testing, and scaling.
At the heart of the session was Iris, SCREENSHOT’s AI-powered influencer distribution platform. Built to integrate directly into existing media workflows, Iris simplifies and scales influencer marketing by automating brief creation, intelligently matching influencers, and optimising campaigns in real-time using performance data.
Key features include:
- Influencer vetting & matching based on audience targeting and creative strategy
- Real-time performance tracking through UTM links and third-party platforms like Meta Ads Manager and Impact
- Sentiment analysis, combining automated tools (e.g. Brandwatch) with manual monitoring across platforms—including emerging spaces like Substack
- Flexible campaign structure that allows for quick pivots, retargeting, and budget optimisation
Grace presented a three-phase influencer marketing framework:
- Learn– Identify top-performing creators and content combinations
- Scale– Replace underperformers and increase investment behind winners
- Amplify– Retarget warm audiences and maximise ROI using paid media
She also highlighted how influencer campaigns can deliver across the funnel—from awareness to loyalty—if executed with performance rigor. Case studies from CapCut and Call of Duty showcased how this approach has already driven strong, measurable results for global brands.
For brands in B2B or niche verticals, they also touched on the growing importance of platforms like LinkedIn and YouTube Shorts, and how their system can adapt to multi-sector needs using a flexible, scalable process.