Last month I had the privilege of attending the Sphere Women in AdTech event, which met many of my expectations and confounded others.

While part of the conversation was very much about getting women into tech, as I'd anticipated, another key focus was on the power of simply being human. And while of course I was honoured to have the opportunity to offer advice to women who may be hesitant to pursue careers in AdTech, I was also extremely pleased to be able to sing the praises of basic humanity, both in the workplace and in the marketing we create.

As a woman who has made it to a good place within the industry, I can admit that it hasn't always been easy - sometimes it still isn't. And an insight I believe we can't spread widely enough is the realisation that everyone is human - including yourself. People might tell you it isn't good to be vulnerable at work, but I believe it is important. Show your emotions, cry, laugh, get angry (when you need to). You do not need to hold it all in. As a woman I think that is something we really have to come to terms with, as sometimes we do feel like we've got a lot more to prove.

In today's climate, it is more important than ever to be real and honest with the people you work with. If I could go back and give my younger self some advice, it would be to always call out bad behaviour. This is something we really value at Tailify, where we aim to be free, open and honest, especially when it comes to issues such as the gender pay gap and diversity in the workplace.

But the same rules also go for influencer advertising. The influencer economy is ever-growing. Consumers don't automatically trust brands anymore - they're looking for evidence of humanity and authenticity behind the branding. And when a brand isn't being authentic, we can all see straight through it. As with our colleagues in the workplace, we trust humanity. We can tell when people are real - when they are saying what they believe in - and the same goes for brands.

This is where influencers prove their value. Influencer marketing allows brands to re-humanise themselves, and the right influencer can do that in a way that also has huge marketing value, bridging that trust gap between consumers and brands.

Currently only 2% of global advertising budgets are spent with influencers, but over 80% of CMOs are reported to plan to spend more. For brands that haven't considered influencer advertising already, now is the time to get onboard. At Tailify we believe in bringing out the authenticity of brands, and this means you get better metrics when the values piece right.

If they are to work successfully together, it is important that brands and their influencers genuinely share key values. Working with these deeper metrics give brands a much better ROI from their influencer marketing. The challenge, of course, is to take a meaningful reading of those values, and that is where Tailify's behavioural science metrics make the difference. We map the values of a brand and match these to the values of an influencer. When we get a high values congruence (a match), the content performs much better. We have AI technology that maps the values of influencers.

We can use the Psychologist's Guide to influence by Alan Gray to provide tips and tricks to help craft the perfect influencer marketing campaign. This can all influence how effective a promotion can be, and we make a science of measuring all those tiny, significant details.

So with influencer marketing booming more than ever before, are influencers the future of brand advertising? Is a more human approach to advertising campaigns the secret to success in the AdTech world? Tailify has all the answers for you.

Take the leap and find out how.

Also published in: Marketing Donut

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