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Spotlight of the week! - Ciara Russell

Hello Ciara, what are you thinking right now?

Covid conspiracy theories, you 👀?


How did you end up at Tailify and why Influencer marketing?

Many moons ago I wrote my dissertation on how brands cohesively translate and measure their values and maintain them whilst moving into a more digital sphere. Unknown to me when I started the essay it would soon turn into having a heavy focus on influencer marketing at its core of how this can be achieved. This stuck with me as a focal point of my fascination when watching the industry evolve which eventually led to the easiest yes I have ever made when given the opportunity at Tailify, who encompass my curiosity on how brand value can be measured effectively in a constantly evolving and continuously disruptive channel.


What do you believe in today that you didn’t believe in before you started at Tailify?

A newfound appreciation of different perspectives, and the value they can bring when welcomed and used constructively.


What is your superpower?

I have a pretty good success rate at predicting the narrative and end of films. It's a blessing and a curse.


What does the word “Influence” mean to you?

Information, style, fear, excitement. Ideas or values that can act as an intangible force that, channelled effectively, can produce tangible results.


What’s the difference between influence and influencer?

An influencer is merely a host of that intangible force however can control the pressure and the extent of where and how it lands based on the communication. So like any channel, an influencer's capabilities can control the level of influence.


Describe the ‘Typical Talifyer’

A Tailifyer is someone who is constantly evolving, a Tailifer last week is different to one today as they are relentless in wanting to understand and grow in every way they can. Something echoed in our work, clients and personal development. They also like beer pong.


What is your motto in life?

“That things happen for a reason, a season, or a lifetime”- Even though the saying is most commonly applied to friendship it demonstrates that everything serves a purpose if you let it. I strongly believe you gain something from every experience even if it is just learning.


Where do you go/what do you do when you need to find new inspiration? Shamefully a lot of my better ideas come after a few drinks accompanied by some great chats with friends and colleagues. Some people say there is nothing that a cup of tea can't solve, for me it's Whispering Angel.


What does influencer marketing, data and psychology have in common?

The perfect combination of data and psychology is an equilibrium to influencer marketing when balanced correctly. Data allows us to know what is happening and psychology allows us to understand why. This is not revolutionary, however with the world becoming more data-centric sometimes finding the perfect mixture can get lost as I believe data is to inform us, not lead us. Eutopia for making an impact is the point of influence which happens somewhere in between the 2.


Last question, If you were an influencer - what type of influencer would you be and why?

Given we are in lockdown 2.0 currently, and the excitement of walking the dog is wearing thin. Perhaps a travel influencer, some sun, sea and sand sound appealing right now.


Want to see more of Ciara, here's a link to her LinkedIn profile.

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