Being an influencer with Alanna Clarke- what’s it like being an equestrian influencer?
Alanna Clarke is a 20-year-old dressage rider, law student, and social media superstar with big followings across a range of platforms, brand deals, and some very exciting things to come. On this episode of the podcast (or blog, depending on how you’re consuming this!), we talk about her experiences as an influencer, challenges of this line of work, and lots more besides.
Alanna talks about her social media journey, and how she’s actually been involved with social media and growing her accounts since she was just 13. Lockdown prompted her to explore TikTok, where her funny horse-related videos gained traction. But it’s not just TikTok where Alanna’s numbers are impressive- she’s also got an incredible following on Instagram and has a growing subscriber base on YouTube. That said, as Alanna emphasises, it’s about more than the numbers…
How have the platforms and content evolved?
The desires and trends that create engagement have changed since Alanna started, and she talks about the shift from creating videos in her bedroom to incorporating outdoor scenes with her horses. We talk about the importance of authenticity and staying true to yourself, especially as she navigates brand collaborations.
The Highs and Lows
Our conversation takes a more poignant turn as Alanna reflects on the challenges she’s faced, both online and offline. She talks about losing friendships and enduring online attacks from people she once considered friends. But there have also been a lot of highs, from meeting people at shows to working with brands and events.
Working with brands
Working with brands is a big part of working as an influencer, so we chat about this and Alanna shares a challenging experience with a brand, which really highlighted the importance of clear communication in influencer partnerships. Alanna has learnt a lot from working with brands and shares plenty of tips around how to develop and nurture good relationships that work for everyone.
Influencer marketing evolution
Influencer marketing continues to grow in popularity- whether this is through short or longer term projects. Alanna explains how she prefers longer-term connections with brands and why this is. We also look to the future of equestrian influencer marketing and influencer marketing as a whole, how working with influencers is a rising trend, and how major brands that used to support athletes are now seeing the huge value that influencers can bring to their marketing efforts and seeking relationships in those areas. We both predict a continued shift towards influencers as key players in brand promotion within the equestrian space. We also both agree on the value that influencers can bring to the table. However, this depends on many factors including relatability, authenticity, and ability to connect with their audience. This can set them apart from traditional marketing avenues. The conversation highlights the missed opportunities for top athletes who may not fully embrace influencer marketing.
Payment?
We talk about payment… as this is an interesting topic and one that is a regular discussion in influencer and brand circles. Alanna argues that influencers, especially those for whom influencing is a full-time job, should be compensated for their time, effort, and creativity. We talk about the struggle of determining fair compensation, considering factors like product value and content requirements, especially when equestrian influencer marketing is a fairly new marketing proposition to many businesses.
I loved chatting to Alanna about all things influencer, and if you’d like to follow her and see what she gets up to on her social media platforms, you can do so by following the links below:
