The Influencer Marketing Lab

Episode 34 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Beckii Flint, co-founder of Pepper Studio a boutique influencer marketing agency

In this episode we discuss:

• How the two-year-old startup won two golds at the recent Influencer Marketing Awards
• Pepper Studio's influencer marketing ethos
• Kid-fluencers and the need for their better protection
• The largely unreported phenomenon of hate followers and the devastating toll they can take on creators
•  The importance to our industry of standardising pricing for creator-generated image rights
• Diversifying revenue streams as creators increasingly shift away from being dependent on single social media platforms due to their terms of services and algorithm changes.

Check out the Influencer Marketing Lab website for full show notes and related useful links. 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 33 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Chris Stokel-Walker, technology journalist and author of TikTok Boom: China’s Dynamite App and the Superpower Race for Social Media - which is published today - provided, of course, you're listening to this podcast on upload day 22 July 2021.

In this episode we:

• Compare TikTok's disruption of the social media space with that of Apple's disruption of the smartphone industry when it launched the iPhone back in 2007.
• Talk algorithms pitting TikTok's ‘content graph’, against the industry-pervasive ‘social graph'
• Ask whether TikTok's headline sponsorship of this year's Vidcon signifies anything greater than just switching up lanyard colours for conference goers
• Consider TikTok as a music discovery channel
• Talk TikTok and geopolitics 
• I ask Chris if he still has a downer on influencer marketing

Check out the Influencer Marketing Lab website for full show notes and related useful links. 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 32 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Philip Brown, influencer marketing manager at Formula E the first sport to have a certified net zero carbon footprint since inception.

In this episode we discuss:

• The sport of Formula E and where in the world you can go to watch the races
• Formula E's new creator collective, The Offset
• How the members of Offset were selected and how their content will be measured
• The importance of nurturing long-term relationships with your creators
• The differences between working agency side versus inhouse
• How to professionalise the influencer marketing industry

Check out the Influencer Marketing Lab website for full show notes and related useful links. 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 31 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Yusuf Özdalga, partner at QED Investors a venture capital firm specialising in fintech.

In this episode we discuss:

• How the next wave of the creator economy is being funded
• What creator banking is 
• How embedded finance might enable any company or even any influencer to become a fintech provider
• Why Jack Dorsey's company Square might have acquired music streaming platform, Tidal
• Why QED Investors backed neo bank Current - the company which also counts Jimmy Donaldson aka MrBeast as both an investor and marketing collaborator
• We also talk about YouTuber  CJ So Cool and his offering of shares of future royalties in exchange for immediate funding from investors. We ask whether this model might gather momentum within the industry.

Check out the Influencer Marketing Lab website for full show notes and related useful links. 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 30 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Kara Peach, co-founder of Genfluencer a South African-based influencer marketing agency that places social good at its heart.

In this episode we discuss:

• Why Genfluencer is different as an influencer marketing agency
• How the company puts meaning and money into Corporate Social Responsibility programmes
• What makes Gen Z different to other generations in terms of consumer behaviour
• The background and the mission of the #IFeltThat movement 

Check out the Influencer Marketing Lab website for full show notes and related useful links. 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 29 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Calum Watson Global Partnerships Director at Gymshark the £1 billion sportswear and accessories firm.

In this episode we discuss:

• What it means to be a human-to-human brand
• How the company pivoted its influencer content strategy when its core customers were suddenly unable to access the gym to workout or to work due to Covid-induced lockdowns
• Why the early days at Gymshark were like building the rocket ship whilst trying to fly it at the same time
• How Instagram, TikTok and Twitch are all utilised within Gymshark's marketing communications strategy
• How Gymshark is aiming to build a hundred-year brand

Check out the Influencer Marketing Lab website for full show notes and related useful links. 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 28 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Imogen Coles, Influence Programme Director at Ogilvy and an influencer in her own right going under the name One Slow Sunday.

In this episode we discuss:

• How long term partnerships with influencers typically drive cost efficiencies. This includes reducing billable hours which can then be reinvested into data management to form actionable insights
• What planned reactivity is and how to enable it
• What GCSE pupils could teach influencer marketers about test and learn campaigns
• We talk measurement and the importance of outcomes over outputs
• How being a social media influencer helps with client work 

Check out the Influencer Marketing Lab website for full show notes and related useful links. 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 27 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Becky Owen Head of branded content for Facebook across Europe, the Middle East and Africa. 

In this episode we discuss:

• Social commerce and how important shoppable integration is to Facebook and to Instagram
• How Facebook has helped small business adapt to the new reality of being unable to trade physically during the Covid-induced lockdown
• Removing friction from the purchase process on social
• The power of storytelling within influencer marketing
• Instagram drops
• Augmented Reality
• And the ethical considerations surrounding Virtual Influencers

Check out the Influencer Marketing Lab website for full show notes and related useful links. 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 26 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with friend-of-the-show Mark Dandy. Mark talks about Gifta. His company which makes it easy for firms to pair up their brands with the most appropriate influencers for gifting outreach campaigns. Think of it as Birchbox meeting an influencer haul.

Apologies for the sound quality Mark sounds as though he's recording whilst taking a bath. He does assure me he isn't. 

In this episode we discuss:

• The idea behind the brand-to-influencer gifting logistics company
• The tips and tricks used to increase the likelihood of an influencer producing content around the gifted product
• How these efforts yield an influencer post rate of 85% and above against an industry norm of between 60% and 70%
• How ROI is tracked on gifted programmes  

Shifting gears we then examine a recent PR Week article based on a report which claims: more than half of Instagram influencers 'engaged in fraud', with 45% of accounts 'fake'.

• We ask: does commenting on friends' posts make you complicit in an engagement pod?
• Is machine learning sampling representative?
• And, Is blacklisting an influencer who years ago once bought followers the equivalent of placing them on Santa's naughty step Infinitum 

Check out the Influencer Marketing Lab website for full show notes and related useful links. 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 25 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Charlotte Williams, founder of SevenSix Agency an influencer marketing agency with a focus on diversity and inclusion. 

In this episode we discuss:

• Lifting the Lid: The Influencer Pricing Report 
• The sweet spot in terms of follower count to payment ratio
• How many nano influencers remain unpaid in brand collaborations
• Why many creators lack confidence when setting their own prices for brand collaborations
• And how our industry can professionalise

Check out the Influencer Marketing Lab website for full show notes and related useful links. 

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.