Kolsquare, the #1 influencer marketing platform in Europe, is bringing its Influencer Marketing Klub (IMK) to London on October 26 to reshape the UK creator economy.

The platform manages influencer campaigns across six social networks in 180 countries, offering brands and agencies a comprehensive toolkit for the industry. 

Its expansion into the UK in 2024 signals a growing demand for sophisticated influencer marketing solutions beyond continental Europe.

Katy Link, Kolsquare’s Head of Brand, spearheads the IMK expansion. 

Based in southwest France but originally from Germany, she brings a global perspective to her role, having worked in the United States, Brazil, and Australia. Katy’s journey to Kolsquare was unconventional. 

“I started out working in journalism, then moved on to PR and Brand Communication,” she says. “As influencer marketing and brand ambassadors became a more prevalent part of communications and PR, I also took over quite a lot of responsibility in that sector.”

Before joining Kolsquare a year and a half ago, Katy served as Global PR Head at Quiksilver and worked for several French fashion companies and international sports brands. Her transition to tech included a coding boot camp and work on UX product design before Kolsquare recruited her.

Kolsquare positions itself as a comprehensive influencer marketing platform, not an agency. The company’s software allows marketers to manage campaigns from start to finish.

“We have an integrated CRM or IRM, influencer relationship management,” Katy explains. “You don’t have to move to other tools; you don’t have to use any use spreadsheets or other software. You are all neatly organized within the platform, and you can also do your reporting  automatically, with numbers and metrics that are updated in real-time.”

Beyond its tech offerings, Kolsquare is certified as a B Corp and holds the status of Benefit Corporation in France. The company allocates 1% of its annual revenue to NGOs aligned with its values, mainly focusing on fighting social media challenges

“We love influence marketing, but we also love [for] it to be used in a way that inspires positive change,” Katy states. 

Kolsquare collaborates with organizations addressing issues such as cyberbullying and mental health while also working to measure the impact of influencer marketing campaigns.

Katy reveals the company’s vision for the IMK, its unique approach to influencer marketing, and how it plans to elevate the industry’s reputation through community-building and ethical practices.

Inside Kolsquare’s UK Expansion

The IMK, initially created as a grassroots activation for Kolsquare’s clients, has become a professional network for influencer marketing experts.

“Kolsquare is from France, but we have a growing community in Spain, Germany, the UK, and Italy by now,” Katy shares. “We regularly exchange with our clients to see how they use the platform.”

Kolsquare’s IMK expansion to the United Kingdom aims to replicate the success of its communities in France and Spain. 

Katy describes the upcoming London event as “smaller” because they are just entering that market. 

“We wanted to have it intimate with a few people, and there are very limited seats for this first event. Our goal is to build up a genuine community where everybody feels free to speak up, ask, and share, and that starts with people getting to know each other and us better,” she adds.

The event will feature discussions on current challenges in influencer marketing and provide a preview of Kolsquare’s European market study, set for release in October. Based on industry decision-makers surveys, this study will offer insights into team structures, budget composition, influencer collaboration practices, and key performance indicators.

The IMK membership is selective, targeting experienced influencer marketers. 

“We usually verify every applicant profile to see whether they are legitimately doing influencer marketing at a larger scale,” Katy states. “Quality is more important than quantity for the IMK, and everybody joining us so far brings a strong and unique experience in Influencer Marketing.”

Joining the IMK offers benefits such as access to exclusive data, networking events, workshops with specialists, exclusive webinars, and a Slack community for member exchanges. 

Katy highlights the network’s value: “With the Influence Marketing Klub, people have a dedicated place to exchange and collaborate with like-minded, qualified people with strong expertise in the Creator Economy.”

The idea is to learn from each other and share experiences, challenges, and best practices. This way, Katy says, everybody is empowered to do the best job possible and get new inspiration for upcoming projects and partnerships.  

As IMK expands, Kolsquare remains flexible, adapting event formats to suit each market’s preferences.

Elevating the Industry

Set for October 26 at the Great Northern Hotel in London’s King’s Cross area, the IMK UK event promises a morning of engaging activities and insightful discussions. Katy sees it as a platform for meaningful exchange and industry growth.

“[We hope attendees have] a really fun morning,” she says. “I hope there will be many fruitful and inspiring discussions.” 

The event will feature a quiz to test attendees’ knowledge of influencer marketing trends and an open forum for sharing experiences. 

“There are some standout patterns for UK marketers where they stack up distinctively to other markets,” Katy teases. “For example, [determining] whether they work more with micro or macro influencers.”

Katy also outlines goals for the IMK series: “Our goals—there are so many, of course—are to grow our community bigger, become more visible, attract more talent, and become the voice of our industry.”

The vision transcends mere expansion, aiming to elevate the industry’s reputation and practices.

Katy stresses the importance of community support in the face of skepticism from other marketing sectors. 

“Sometimes in influencer marketing, it still feels a bit like some other areas of marketing or generally in business don’t take us so seriously,” she notes. 

Katy adds that many creators and influence marketers also face an image problem, which Kolsquare wants to address by sharing the industry’s innovation and positive impulses.

Then IMK looks to establish a “positive, inspiring community, setting new benchmarks, and doing something that we all can be proud of and are excited about.”

As Kolsquare initiates IMK, Katy concludes by highlighting its inclusivity: “The IMK is not just Kolsquare. It’s also open to anyone with a pronounced interest and expertise in Influencer Marketing, and we would love to have new folks joining us.”