Sense Tider

At Sense Tider, our talent manager Donna Ruan holds a key role that bridges KOLs and brands together to ensure synergy in each collaboration. We picked her brain to get a sense of what her role in the KOL world entails:

1. What are your key roles as a talent manager for KOLs?
-“As a talent manager my role includes browsing through different social media platforms on a daily basis. I communicate with KOLs and build relationships with them as well as match suitable KOLs and brands for collaborations.”

2. What are some of the key things you look out for when selecting KOLs for brand collaborations?
-“We handpick all of our KOLs at Sense Tider based on the needs of the brand, as well as each KOL's demographic and backend statistical insights.
In short, KOLs must be in sync with the brand’s tone, meet the brand’s initial requirements, and their followers must match with the brand’s target audience.”

3. What is the most challenging aspect of the KOL world?
-“One of the more challenging aspects, in my opinion, is that each KOL is a unique individual with their own set of ideas and creativity. However, these concepts are not always aligned with brand expectations. Thus, balancing brand expectations and KOL creativity, while ensuring that the KOL’s creativity generates buzz, is a critical aspect of my job.”

4.Do you have a memorable/favourite campaign that you worked on?
-“Despite being exhausted from staying up all night, the most memorable campaign was with a healthcare brand. Our KOLs' efforts resulted in an 800% increase in sales after the campaign ended.”