THE CUTTING EDGE OF INFLUENCE

“They’re not cash-grabbers – the genuine ones.”

Giddings is as immensely bright as she is bubbly. She speaks to you like you’re having coffee and cake on a Sunday afternoon. For someone in the thick of social media marketing, she doesn’t even use one word of jargon or industry-speak. In just 10 short years, Giddings has held pivotal roles in Australia’s social media marketing industry. She was one of the first to begin specialising within social media, first as a strategist at Think Tank Social, before founding Pollen Marketing, her own boutique specialist agency. She went on to work with Australia’s largest brands at Mediabrands where she was first exposed to The Remark-ables Group, the strategic influencer agency of which she is now owner and managing director.

Giddings is at the forefront of deciphering the science that goes into influencer marketing. She talks about the diverse mix of influencer types – from storytellers to experts, authorities, role models and everyday people. She describes them as “People we aspire to be or people we relate to.”

“But above all they are sharing from their own genuine experience. It’s a beautiful blend of online reviews marketing and peer-to-peer marketing. Because you