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In-Ear Insights: Trust and Influencer Marketing Strategy
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss the crisis of trust in institutions, influencer marketing strategy, and what it means for your marketing. Learn why Gen Z gravitates toward individual influencers and away from brands. Discover how to adapt your marketing to include influencers, even if you’re not a Fortune 100 company. You’ll also learn how to mitigate the risks associated with building a marketing platform around an individual, such as using joint ventures with clear ownership and performance metrics.
Watch the video here:
Can’t see anything? Watch it on YouTube here.
Listen to the audio here:
https://traffic.libsyn.com/inearinsights/tipodcast-trust-and-influencer-marketing.mp3
Download the MP3 audio here.
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Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher Penn – 00:00
In this week’s In-Ear Insights, let’s talk about the maybe less savory side of the way some of the ways AI is being used, the way people are reacting, and what it means for your business. So the World Economic Forum recently had a paper come out that said that essentially generative AI — it’s AI itself — but generative AI, in particular, is the largest single new source of disinformation: willfully incorrect information being used by hostile states to mess with elections and things like that, deep fakes and so on and so forth. It also stated that the world needs to get their arms around this before it causes a new dark age.
That’s one piece of this puzzle. The second piece of this puzzle was a recent piece — I want to say it was on Business Insider, I don’t remember — I saw it on LinkedIn saying that Gen Z’s media consumption, because of a lack of trust in all institutions, is wildly different. The Gen Z media diet now is hyper-focused around individual influencers, as a YouTuber or a TikToker that you follow, and you are all in on that personality because you get value from them. You believe them, and not the corporate media news complex or the politician.
When you put these two things together, what it says for marketers and business folks is we have a substantial crisis of trust in all the traditional institutions. If your marketing — which, spoiler, it is all marketing — is based on trust, if your marketing is being perceived, particularly by younger generations, as not being trustworthy, what do you do? How do you build a strategy?
Christopher Penn – 01:49
Do you have to grow your own influencer so that you have those raving loyalists who follow just that one person? There’s a lot of different angles to attack this, but the fundamental problem is — because of things like generative AI — there is a dramatic lack of trust in all institutions, including us as companies, as marketers. So, Katie, what’s
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By Trust Insights
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In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss the crisis of trust in institutions, influencer marketing strategy, and what it means for your marketing. Learn why Gen Z gravitates toward individual influencers and away from brands. Discover how to adapt your marketing to include influencers, even if you’re not a Fortune 100 company. You’ll also learn how to mitigate the risks associated with building a marketing platform around an individual, such as using joint ventures with clear ownership and performance metrics.
Watch the video here:
Can’t see anything? Watch it on YouTube here.
Listen to the audio here:
https://traffic.libsyn.com/inearinsights/tipodcast-trust-and-influencer-marketing.mp3
Download the MP3 audio here.
[podcastsponsor]
Machine-Generated Transcript
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.
Christopher Penn – 00:00
In this week’s In-Ear Insights, let’s talk about the maybe less savory side of the way some of the ways AI is being used, the way people are reacting, and what it means for your business. So the World Economic Forum recently had a paper come out that said that essentially generative AI — it’s AI itself — but generative AI, in particular, is the largest single new source of disinformation: willfully incorrect information being used by hostile states to mess with elections and things like that, deep fakes and so on and so forth. It also stated that the world needs to get their arms around this before it causes a new dark age.
That’s one piece of this puzzle. The second piece of this puzzle was a recent piece — I want to say it was on Business Insider, I don’t remember — I saw it on LinkedIn saying that Gen Z’s media consumption, because of a lack of trust in all institutions, is wildly different. The Gen Z media diet now is hyper-focused around individual influencers, as a YouTuber or a TikToker that you follow, and you are all in on that personality because you get value from them. You believe them, and not the corporate media news complex or the politician.
When you put these two things together, what it says for marketers and business folks is we have a substantial crisis of trust in all the traditional institutions. If your marketing — which, spoiler, it is all marketing — is based on trust, if your marketing is being perceived, particularly by younger generations, as not being trustworthy, what do you do? How do you build a strategy?
Christopher Penn – 01:49
Do you have to grow your own influencer so that you have those raving loyalists who follow just that one person? There’s a lot of different angles to attack this, but the fundamental problem is — because of things like generative AI — there is a dramatic lack of trust in all institutions, including us as companies, as marketers. So, Katie, what’s
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