We talked to Abraham “AB” Lieberman of Clicks Talent about understanding the worth of influencers, and he had the following to say:-
First of all, how are you and your family doing in these COVID-19 times?
Abraham “AB” Lieberman: Thank god, we are doing good! Staying healthy and safe at home.
Tell us about you, your career, how you founded Clicks Talent.
Abraham “AB” Lieberman: At the age of 18, I served as a First Class – Staff Sergeant in the Israeli military in charge of munitions safety and usage in Israel’s Southern District. In my downtime, I started working as a freelance social media consultant for new social media apps. I gave them insight into the US culture and how to best capture millennials and Generation Z’s attention by recruiting influencers to create content on the apps he consulted.
After two years of working in this industry, I noticed how so many creators and influencers had yet to maximize their talent in promoting social media apps. That is when inspiration hit! At 21 years old and after three years in the military, I decided to open up my own company. My #1 goal was to support & advocate for my creators, give them a place to grow and learn, and ensure they would be fairly compensated for the content they created. At the same time, I noticed how many social platforms struggled with having content produced for their apps and decided to bridge the gap between the influencers I was helping and the apps that were asking for help. Five months after I left the military and started working on the idea of Clicks talent, I decided it was time for a formal education.
I began studying for my Bachelor’s degree in Business & Marketing at the prestigious IDC University in Herzliya, Israel. Two weeks into the first semester, I was sitting in a class about opportunity cost. I realized that if I continue with my studies, I would not be able to give 100% to my employees and company. I decided to take a break from my studies, and two months later, I incorporated Clicks Talent as a corporation.
How does Clicks Talent innovate?
Abraham “AB” Lieberman: We look at what everyone else is doing. And then we do the exact opposite! Usually, it works out well; sometimes, it works less.
How the coronavirus pandemic affects your business, and how are you coping?
Abraham “AB” Lieberman: The virus has only boosted our business. By being an online-only business, with all employees being remote from the start, we have only grown and seen our influencers growing.
Did you have to make difficult choices, and what are the lessons learned?
Abraham “AB” Lieberman: Not really, the past year has actually been our best year to date.
What specific tools, software, and management skills are you using to navigate this crisis?
Abraham “AB” Lieberman: We use Todoist, Whatsapp, and Shift. All are extremely important programs for us to do our job.
Who are your competitors? And how do you plan to stay in the game?
Abraham “AB” Lieberman: Influencer management agencies are our main competitors. We have been working in TikTok and with TikTok influencers longer than almost anyone else, back when Vine was still a thing, and no one even heard of Musical.ly / TikTok. Our experience and knowledge of this ever-changing industry is what helps keep us in the game. We also have partnered with almost every short-form video app that has come out since Vine, which has given us a lot of unique insight into this industry which you won’t get by just working on TikTok alone.
Your final thoughts?
Abraham “AB” Lieberman: The industry right now is a bit like the wild west. Marketers and brands don’t understand the worth of influencers. They either overestimate or underestimate their worth. At the same time, influencers have no idea what they should be charging, and most are getting paid 10% of their worth. It’s up to agencies like Clicks Talent to step in and set some ethical standards in the industry as we are the ones that know what should be paid. Let’s see how this year unfolds…
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