The Influencer Marketing Lab – Details, episodes & analysis

Episode 54 of the Influencer Marketing Lab - a regular podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing.

#AD The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies. Sponsorship does not influence editorial content. 

This week Scott Guthrie is in conversation with Alex North, Head of Media, Measurement and Analytics across EMEA at Whalar.

In this episode, they discuss:

• Whether measuring return on investment within creator marketing is evolving - and if so, how?
• Business metrics over vanity metrics
• How marketers can best help brands navigate choice and challenges in quantifying impact
• Measurement 'in the wild' digging into a case study
• A look over the brow of the hill to the future of measurement within our industry

Useful links

• Whalar website
• Whalar on LinkedIn
• Whalar Research - Creators Measure Up: Analyzing Their Impact on Results
• Influencer Marketing Code of Conduct
• Alex North on LinkedIn

👍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 53 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing. Sign up for the companion newsletter The Creator Briefing.

#AD The Influencer Marketing Lab is a paid partnership with Tagger by Sprout Social a global leader in revolutionizing how top brands and agencies harness data and analytics to drive creator and influencer marketing strategies. Sponsorship has no influence on editorial content. 

This week Scott Guthrie is in conversation with James Baldwin Global B2B Influence Lead at Ogilvy. We spend most of our time digging into Ogilvy's new report -  Influencing Business: The Global Rise of B2B Influencer Marketing - where we learn key takeaways including: 

• 75% of B2B marketers are already working with influencers. Of those who aren’t, most are planning to do so starting soon.
• We also learn about the power of employee advocacy and of the regional nuances within the sector. 
• James also fills us in on some of his background including his time as an influencer in his own right creating a meme account lampooning golf stereotypes. 

The episode also name-checks two of James' colleagues. 

• Rahul Titus, Global head of Influence at Ogilvy was my guest on episode 16
• Imogen Coles, UK Influence Lead and Managing Partner at Ogilvy was my guest on episode 28. Imogen is a creator in her own right under the Instagram profile oneslowsunday

👍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 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 box

In this episode we:

• Explore what makes an authentic collaboration between brand and influencer
• Consider the importance of lived experience in influencer campaigns
• Discuss what brands can do to make their websites accessible and their products follow  universal design principles 
• List the brands who are getting it right

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

And 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.

👍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 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 we

• Forecast 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 group

Check out the Influencer Marketing Lab  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 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.

👍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 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 talk

• Metaverse
• NFTs
• How creators can future-proof long-term careers
• Social shopping
• How 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 links

And 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. 

👍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 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 problematic

Keeley 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 creators

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

And 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. 

👍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 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 2019
• The New York Influencer Marketing Show
• Lessons learned from running hybrid events
• The international success of industry publication: Talking Influence

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

And 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. 

👍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 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 Social

In this episode: 

• We discuss the evolution of digital-first talent management
• We look at the differences between managing traditional talent and digital-first talent
• I 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 talent

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

And 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. 

👍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 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 industry
• Common myths about influencer marketing - and how to dispel them
• the most important personality traits needed to thrive in this space
• Speaking 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 platform

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.