Influencer marketing has rapidly evolved from a niche tactic to a cornerstone of modern digital marketing. With global spending on influencer campaigns expected to surpass $21 billion by 2025, brands are now shifting their focus from mere visibility to building genuine connections with their audiences. According to a recent report by Mediakix, 89% of marketers agree that the ROI from influencer marketing is comparable to or better than other marketing channels. This growing demand has led to an increased need for experts who can seamlessly navigate the intricacies of the creator economy, especially in culturally diverse regions. Successful influencer marketing campaigns today are characterized not just by numbers but by meaningful engagement that fosters long-lasting relationships between creators and brands.
One of the leaders of this transformation is Ekaterina Frolova, an experienced influencer marketing expert and digital community strategist. With a background spanning multiple industries and regions, Ekaterina has made her mark through innovative projects at TikTok, where she led educational campaigns that garnered millions of views and positioned the platform as a leader in educational entertainment (edutainment) within the CIS region. Her journey from ballet to digital marketing is a testament to her adaptability and commitment to continuous learning. As the Influencer Marketing Lead at her current company, Ekaterina continues to push boundaries by developing strategies that support both creators and brands in achieving sustainable success.
Ekaterina, your background is quite unique, starting from ballet and moving into the world of digital marketing and influencer marketing. How did your early experiences in ballet influence your professional approach to developing large-scale marketing strategies?
My ballet career taught me discipline, perseverance, and the ability to adapt—traits that are essential in marketing, where constant change is the norm. These skills helped me navigate the challenges of transitioning from traditional marketing to leading high-impact digital projects.
You've led highly successful projects, such as the 'Kazakhstan Teachers' (#учителяказахстана) campaign, which gained over 190 million views. What were some unique aspects of this project?
The success of this campaign was rooted in our focus on community engagement and collaboration. We partnered with the Ministry of Education of Kazakhstan to emphasize the value of education and educators, which resonated deeply with our audience. The campaign also leveraged TikTok's interactive features, encouraging teachers and students to share their own stories, creating a sense of shared purpose and community. As a result, as you mentioned, we reached almost 200 million views.
That's impressive! You've also led other major campaigns, such as 'We Are Just Cosmic' (#мыпростокосмос) and 'I Will Become a Poet' (#акынболамын), which involved partnerships with Kazakhstan's government entities. What important lessons did you learn from these types of collaborations?
Collaborations with governmental organizations add a unique layer of complexity and importance to projects, as it requires aligning both strategic goals and content. However, when executed well, they can significantly amplify a campaign's impact. For the 'We Are Just Cosmic' (#мыпростокосмос) campaign, for instance, I combined the influence of a national hero, Kazakh cosmonaut Aidyn Aimbetov, with the engaging nature of TikTok's platform to make space exploration accessible and inspiring for young audiences. The campaign not only raised awareness but also sparked genuine interest in STEM among our viewers.
You've had experience working with influencer marketing and digital communities. One of your key responsibilities was growing the educational content category in the CIS region. What were the main strategies you employed to not only attract content creators but also retain them on the platform?
Retention is just as critical as recruitment, especially in a competitive world of content creation. I made it a priority to provide ongoing support, personalized development programs, and recognition opportunities for creators. Establishing a direct line of communication with them helped me understand their evolving needs and adapt our strategies accordingly. My team also organized workshops and events where creators could connect, share experiences, and learn from each other, which fostered a strong sense of community.
How do you approach adapting influencer strategies to fit different cultural and regional contexts?
Understanding cultural nuances is vital for influencer marketing to be effective. I focus on localizing our strategies, which means collaborating with creators who genuinely resonate with the local audience and tailoring our campaigns to reflect cultural values and current trends in each region. For example, during the 'I Will Become a Poet' (#акынболамын) campaign, my team emphasized traditional Kazakh literature and poetry to connect with the audience's cultural roots, using local music artists to bring authenticity to the project.
One of your passions is supporting emerging talents—what do you believe are the most important qualities or skills they should focus on to build a successful and sustainable career, given your experience mentoring over 500 talents?
The most important qualities are authenticity, resilience, and a willingness to learn and adapt continuously. The creator economy is constantly evolving, and those who are flexible enough to shift their strategies while maintaining a strong personal brand tend to succeed in the long run. I also advise new creators to engage deeply with their audience. It's not just about gaining followers—it's about building genuine relationships and understanding what resonates with your community.
Has obtaining a degree somehow helped you in your career? Could you share more about your academic work and how it informs your professional strategies?
I hold a Master's degree in Global Strategic Communication from Loyola University Chicago, which has been instrumental in shaping my approach to digital marketing and corporate strategy. My thesis on 'Cultural Fit' in corporate marketing has directly influenced my work, particularly in aligning marketing strategies with a company's organizational culture. This alignment enhances overall effectiveness and employee engagement. In influencer marketing, it's crucial that a brand's values authentically connect with both the creators and their audience. When these alignments are strong, campaigns tend to perform better because they feel more genuine and impactful.
You've held roles in several high-profile companies, including TikTok and one of the leading Russian Tech companies, CROC Inc., as well as your current position. You've led cross-functional projects and developed strategies that boosted community engagement and drove revenue growth. What would you say is your unique approach to balancing creativity with business objectives?
Balancing creativity and business objectives requires an understanding of each decision's impact on the overall strategy. I approach campaigns with a dual mindset—one that values creative innovation and another focused on measurable business outcomes. This means setting clear KPIs at the start of each project and using them as a guide while encouraging the team to think outside the box. It's about creating a structure that allows for both flexibility and accountability.
