Interview with Taryn Williams from theright.fit
This year at the Sydney Retail Festival Seminar Series we are very excited to have the wonderful Taryn Williams from theright.fit speaking on our Fashion Influence & Marketing panel.
Taryn Williams is one of Australia’s most popular female entrepreneurs and digitial influencers. She was awarded the 2017 B&T Women in Media tech leader and recognised for her work with theright.fit winning the 2018 Mumbrella Award for innovation. Taryn has featured in the B&T Hot 30 under 30, SmartCompany 30 under 30, and been a finalist for numerous awards including 2015 Female Entrepreneur Awards, Women's Agenda Emerging entrepreneur of the year and AIM young entrepreneur of the year.
Enjoy reading our little interview with Taryn below about her business and some insight into what we are going to hear from her in the seminar!
Tell us a bit about your background and how theright.fit began?
theright.fit is just over 3 years old now, and evolved as I could see a gap in the market as the type of content brands were producing was changing. My first business, WINK models, allowed me the insights to see a wide range of advertising trends - diversity in talent in campaigns, faster turn around times, tighter budgets (as usage was moving to online vs TVC/Outdoor), and of course, the advent of the social media influencer.
theright.fit is a streamlined two sided marketplace for creative talent. What does that mean? We use technology to quickly, easily and more affordably connect brands & creative agencies to the creative talent they need, just like an Uber or Airtasker but for talent! Instead of a brand having to manually contact talent (such as influencers) on facebook or instagram, or call around to many agencies in a slow and expensive process, they can find over 9,500+ talent in one place on our platform. The influencers you see on theright.fit platform are vetted, and you can see their detailed audience insights like follower growth over time, age & location information, engagement rate etc. We aim to demystify influencer marketing to help brands get the most out of their campaigns.
What makes theright.fit different to other talent & influencer marketplaces?
Our platform actually helps you conduct the transaction from end to end. For example, we have inbuilt chat so you can chat with the talent, inbuilt legal contracts for usages and posting, shortlisting & casting features, auto invoicing and secure payment with funds being held in escrow until the job is complete. We've automated all the annoying admin & paperwork so both brands and influencers can focus on the parts they love - making great content!
How can brands and retailers use theright.fit to drive more branding & sales?
There's so many ways! They can use talent on theright.fit to create content (videos & stills) for their websites, ad campaigns & social channels. They can use influencers to build brand awareness, improve consideration, increase conversions, or grow customer loyalty. They can use content creators to make high quality UGC (user generated content). The list is endless!
What are your thoughts on Instagram removing likes? Do you think this will this make an impact on businesses using it as one of their key marketing channels?
Not at all. If anything, I think we'll see influencers creating more content and posting more regularly now. The influencer can still see how their post performed, and share this information with a brand (or a brand can use a platform like theright.fit to see these insights) so I think spend on influencer marketing is only going to increase in the next 12 months.
In your opinion, what have been the biggest changes in the industry since you began in 2016?
I think the way brands are engaging with influencers is so much more sophisticated now and its such a great thing. Gone are the days of the 'model holding a protein shake' with a discount code kind of campaigns. Consumers expect more, and rightly so. Brands are now using influencers to tell real stories, add value, entertain, inform and delight. Its really great to see long term mutually beneficial partnerships, collaborations (Rhianna for Puma for example), adding further proof to influencer's impact on consumer behaviour.
What are you excited to discuss on the Fashion Influence & Marketing panel at the Sydney Retail Festival?
I'm really really excited to help people understand how to effectively select the right influencer for their brand and their specific campaign, and cut through all the buzzwords and vanity metrics to help brands really understand how to measure & deliver real ROI.