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Episode 44 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 Lucy Edwards blind broadcaster, content creator and star of those shampoo ads on the telly boxIn this episode we:Explore what makes an authentic collaboration between brand and influencerConsider the importance of lived experience in influencer campaignsDiscuss what brands can do to make their websites accessible and their products follow  universal design principles List the brands who are getting it rightCheck out the Influencer Marketing Lab  for full show notes and related useful linksAnd I want to hear your feedback. Google Influencer Marketing Lab podcast and either drop me a line or leave a voicemail message directly from the landing page.
Episode 43 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 Arron Shepherd - serial investor, entrepreneur and co-founder of the Goat Agency the social media agency he founded in 2015 alongside  Harry Hugo and Nick Cooke.In this episode weForecast influencer marketing's growth as in industry to be worth $100 billion in 2027.Look at why lack of scale has held the industry back and why that has now changed.Examine the drivers and restraints affecting advertisers becoming social-first advertisers. Consider what the Inflexion investment has brought to the agency.Reimagine the advertising holding groupCheck out the Influencer Marketing Lab  for full show notes and related useful links
Episode 42 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 Alan Gray, Senior Research Psychologist at Tailify.In this episode we discuss The Psychologist's Guide to Influence - a new handbook crammed with over 40 accessible tips designed to help marketers craft better influencer marketing campaigns by helping us spot the best trust-makers and recognise some of the most effective evidence-based techniques.Check out the Influencer Marketing Lab for full show notes and related useful links.
Episode 41 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 Sedge Beswick Founder and Managing Director of influencer marketing agency, SEEN Connects.In this episode  we talkMetaverseNFTsHow creators can future-proof long-term careersSocial shoppingHow different social media platforms fulfil different needs within the buyer journey.Check out the Influencer Marketing Lab website for full show notes and related useful linksAnd I want to hear your feedback. Google Influencer Marketing Lab podcast and either drop me a line or leave a voicemail message directly from the landing page. 
Episode 40 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 Keely Cat-Wells, CEO of C Talent - an award-winning talent management company that represents high-profile Deaf and Disabled talent.In this episode  we look at how influencer marketing currently represents the deaf and disabled community; we define inspiration porn and explore why it's so problematicKeeley explains why positive representation is so important and she offers practical tips and advice for marketers to make their influencer marketing truly inclusive and representative of disabled creatorsCheck out the Influencer Marketing Lab website for full show notes and related useful linksAnd I want to hear your feedback. Google Influencer Marketing Lab podcast and either drop me a line or leave a voicemail message directly from the landing page. 
Episode 39 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 Matthew Wood Founder and CEO of PerformanceIN. the man behind the Influencer Marketing Show, The Influencer Marketing Awards, And industry publication: Talking Influence. In this episode we discuss: The uplift in entry quality for the influencer marketing awards since they began in 2019The New York Influencer Marketing ShowLessons learned from running hybrid eventsThe international success of industry publication: Talking InfluenceCheck out the Influencer Marketing Lab website for full show notes and related useful linksAnd I want to hear your feedback. Google Influencer Marketing Lab podcast and either drop me a line or leave a voicemail message directly from the landing page. 
Episode 38 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 Lucy Loveridge, managing director at YMU SocialIn this episode: We discuss the evolution of digital-first talent managementWe look at the differences between managing traditional talent and digital-first talentI ask how talent management is professionalising as an industry?And we consider whether the likes of Francois Bourgeois joining the YMU roster heralds a shift in how big brands think about digital-first talentCheck out the Influencer Marketing Lab website for full show notes and related useful linksAnd I want to hear your feedback. Google Influencer Marketing Lab podcast and either drop me a line or leave a voicemail message directly from the landing page. 
Episode 37 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 Jo Burford Global Director of Creators at Aaqua. Prior to Aaqua Jo's worked at Talenthouse, Twitter, and Whalar. In this episode we discuss:lessons learned over a decade working in the industryCommon myths about influencer marketing - and how to dispel themthe most important personality traits needed to thrive in this spaceSpeaking of space we talk about Space Hero where Jo is a talent advisor at the firm aiming to put creators into space.Jo also teases Aaqua a new platformCheck out the Influencer Marketing Lab website for full show notes and related useful links
Episode 36 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 Jeanette Okwu the Founder and CEO of BEYONDinfluence, a Berlin headquartered influence & brand ambassador marketing agency.In this episode we discuss:Why global strategies need to be sufficiently rigid to produce consistent results whilst flexible enough to accommodate local nuances. Jeanette's role as member advisor to the American Influencer Council.Re-emergence of virtual influencersThe Importance of the contracting phase of the influencer marketing workflowAnd we look at Jeanette's go-to sources of information for keeping up-to-date with influencer marketing Check out the Influencer Marketing Lab website for full show notes and related useful links
Episode 35 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 Cecilia Parker Aranha, Director of Consumer Protection at the UK’s Competition and Markets Authority.In this episode we discuss:The aims of the Green Claims CodeWhat points it coversHow it affects brands, influencer marketers and creatorsThe vertical sectors the CMA may prioritise Next year's review processCheck out the Influencer Marketing Lab website for full show notes and related useful links. 
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 agencyIn this episode we discuss:How the two-year-old startup won two golds at the recent Influencer Marketing AwardsPepper Studio's influencer marketing ethosKid-fluencers and the need for their better protectionThe 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 rightsDiversifying 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. 
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 goersConsider TikTok as a music discovery channelTalk TikTok and geopolitics I ask Chris if he still has a downer on influencer marketingCheck out the Influencer Marketing Lab website for full show notes and related useful links. 
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 racesFormula E's new creator collective, The OffsetHow the members of Offset were selected and how their content will be measuredThe importance of nurturing long-term relationships with your creatorsThe differences between working agency side versus inhouseHow to professionalise the influencer marketing industryCheck out the Influencer Marketing Lab website for full show notes and related useful links. 
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 fundedWhat creator banking is How embedded finance might enable any company or even any influencer to become a fintech providerWhy Jack Dorsey's company Square might have acquired music streaming platform, TidalWhy QED Investors backed neo bank Current - the company which also counts Jimmy Donaldson aka MrBeast as both an investor and marketing collaboratorWe 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. 
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 agencyHow the company puts meaning and money into Corporate Social Responsibility programmesWhat makes Gen Z different to other generations in terms of consumer behaviourThe background and the mission of the #IFeltThat movement Check out the Influencer Marketing Lab website for full show notes and related useful links. 
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 brandHow 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 lockdownsWhy the early days at Gymshark were like building the rocket ship whilst trying to fly it at the same timeHow Instagram, TikTok and Twitch are all utilised within Gymshark's marketing communications strategyHow Gymshark is aiming to build a hundred-year brandCheck out the Influencer Marketing Lab website for full show notes and related useful links. 
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 insightsWhat planned reactivity is and how to enable itWhat GCSE pupils could teach influencer marketers about test and learn campaignsWe talk measurement and the importance of outcomes over outputsHow being a social media influencer helps with client work Check out the Influencer Marketing Lab website for full show notes and related useful links. 
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 InstagramHow Facebook has helped small business adapt to the new reality of being unable to trade physically during the Covid-induced lockdownRemoving friction from the purchase process on socialThe power of storytelling within influencer marketingInstagram dropsAugmented RealityAnd the ethical considerations surrounding Virtual InfluencersCheck out the Influencer Marketing Lab website for full show notes and related useful links. 
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 companyThe tips and tricks used to increase the likelihood of an influencer producing content around the gifted productHow 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. 
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 ratioHow many nano influencers remain unpaid in brand collaborationsWhy many creators lack confidence when setting their own prices for brand collaborationsAnd how our industry can professionaliseCheck out the Influencer Marketing Lab website for full show notes and related useful links. 
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