Impact Maker: Yufen Yu, Social Media Lead & Influencer
At Lion & Lion, we take great pride in our commitment to nurturing the growth of our people. Our Impact Makers series highlights the exceptional talents within our agency who inspire us daily.
One such talent is Yufendy Yu, known affectionately as Yufen by all who work with him. Yufen is an exceptional team member who was recently awarded the Silver "Exceptional Lion" award at our Lion of the Year Awards 2022. Not only does he excel in his role, but he is also an influencer and devoted pet parent. Yufen's unique perspective and industry expertise are highly valued within our organisation, making him a true asset.
Here are some of Yufen's insights and experiences at Lion & Lion; may they serve as a source of inspiration for you:
We know you're passionate about social media and influencer marketing – can you tell us why?
Back in 2015, I was on the hunt for a new career path to break away from my IT background (I have a degree in Computer Science), when I stumbled upon the world of social media and influencer marketing. It was just taking off in Indonesia at the time, and a senior of mine suggested that I check out an internship at an influencer marketing agency in Singapore.
During my time there, I got to dig into the nitty-gritty of building engagement strategies for brands and audiences alike. And what really resonated with me was how critical personal branding is in this space. I got so inspired by all the different influencer personas I encountered that I decided to create my own, which is how my Instagram handle, @blanklatte, came to be!
In your opinion, how do the advertising industries in Jakarta and Malaysia compare?
As someone originally from Jakarta, one of the significant differences that comes to mind is the consumer market size. With a population of 260 million, Indonesia's market is bigger and more diverse, presenting unique challenges and opportunities for advertising professionals. Brands are always striving to come up with new and exciting ways to attract consumers' attention.
On the other hand, Malaysia's advertising industry is smaller but more competitive, requiring advertising professionals to be dynamic and adaptable to keep up with the latest trends and stand out in a crowded space.
But one thing that is for sure in both markets, in today's digital age, advertising professionals must understand and use social media strategies to engage audiences including content creation, influencer marketing and metric tracking. Adapting and innovating these strategies is vital to meeting client demands and engaging target audiences in both markets.
How do you envision AI shaping the future of social media marketing for brands?
Well, AI is already changing the game for social media marketing. It can help brands understand their audience better than ever before, by analysing user data and providing insights that weren't possible with traditional methods. With this knowledge, brands can create campaigns that are more targeted and engaging. And AI's ability to generate new content and ideas means that brands can explore new avenues for creativity, too.
We'd love to know who your favourite influencers or social media pages are. Who do you follow for inspiration or just for fun?
I have five accounts that inspire me in different ways:
First up is @thefuturishere, which has taught me a lot about branding, and sparked my interest in the advertising industry.
Another account I love is @gfda.co, whose posts always motivate me to push through. It's like my mini bible!
For presentations, @askvinh is my go-to because Vinh's teaching style is easy to understand and practise.
When it comes to interior styling, I turn to @nvtsmall for inspiration. Its content has given me plenty of ideas on how to make my space functional yet stylish.
And last but not least, @bankpyt has stunning photography that I admire and would love to try myself if given the opportunity.
Can you share a fun fact about yourself that people might not know?
Something that might surprise people is that I have a strong passion for comedy, and secretly wish to become a stand-up comedian.
I truly believe that I could make people laugh and that I would be one of the funniest comedians on earth if I pursued that path! :)
If you'd like to join Yufen in the Lion's den, we'd love to hear from you! Drop us an email at joinus@lionandlion.com to learn more about the exciting opportunities available. 🦁