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Spotlight of the week! - Krum Dzhermanov


Hello Krum, what are you thinking right now?

Wondering why it has taken so long to get the spotlight! Apart from that, with the weekend sharply approaching (at the time of writing this) I am making plans for content creation and praying for good weather.


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

My journey in the world of influencer marketing started 3-4 years ago when I discovered the power of social media while I was sharing my passion over https://www.instagram.com/cantimagineit/ . A few months into it I knew this is what I want to do, switched uni courses to focus solely on media and digital marketing and the rest was a matter of time. Why Tailify? - There is simply no other bunch of people that understands influencer marketing in the same way as me, so joining a team that is committed to making this industry realise its full potential was a no brainer.

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

I knew I am onto something with the content creation side of things and that influencer marketing will be big, but I didn’t believe it will take a central part of our lives and potentially a central part of the whole media spectrum in the coming years.


What is your superpower?

Apart from the classic that I make a mean omelette, I’d say planning! Having two jobs has really taught me that planning is key and the only way to cope is to foresee things and stick to it.


What does the word “Influence” mean to you?

It means the ability to have an impact on others. It’s not just about making somebody consume a product but helping them discover something or even lift their mood with something silly. We are all influencers in our own little community, social media only allows it to be done at scale.


What’s the difference between influence and influencer?

Influence for me is what I described above, you don’t need a massive following to achieve it, you need personality and someone around you to receive it. Similarly, having a massive audience doesn’t necessarily mean one can exercise the above on it and then the “influencer” turns into only a vague semi-professional sounding word to describe people with high followers count on their page.


Describe the ‘Typical Talifyer’

Enthusiastic, fun, dedicated, loves cinnamon swirls, psychology and Mario Kart evenings.


What is your motto in life?

Change your thoughts and you’ll change your world. I am really not the one for quotes and recall only the biggest cliches, but this one is something I’m trying to implement in my life on a daily basis.


Where do you go/what do you do when you need to find new inspiration? I often need to get new inspiration for photoshoots and content creation and I’ve been going old school with this. Looking for inspiration where hardly anyone does these days- magazines and not just Pinterest. There are so many beautiful editorials that are providing a very refined perspective on things, and often one that isn’t overused already.


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

All are key ingredients for an impactful campaign. Influencer marketing is about reaching people through people in a unique way, so finding how this is best achieved requires the employment of psychology. Understanding human psychology and quantifying it to make informed decisions requires the employment of data to crack the code and deliver what people want to see and not what they would be annoyed with.


Last question, If you were an influencer - what type of influencer would you be and why? If I could do the Influencer game differently from how I’ve done it so far, I would be a quick-cook-sports-healthy creator- I really hate spending more than 15 mins preparing a meal, but at the same time the importance of healthy “fitness” food has been at the centre of all I eat, ever since I was 10 and started playing sports professionally. I think that there are many foodie influencers, but the niche for combining weird, healthy and quick to make athlete-preferred nutritious food is widely untapped, yet surely I can’t be the only lazy person around so there could be potential :)


You can find Krum's Instagram here and his LinkedIn profile here.

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