The Influencer Marketing Lab

Hosted by Scott Guthrie

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Feb 2024

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About the show

The Influencer Marketing Lab is a weekly podcast covering the influencer marketing industry. Each episode Scott Guthrie talks with topic experts about the industry - the business, the tech, the key themes and the media coverage. They examine what's making the news; where it's being reported and why; they then offer a blend of thoughtful analysis. They also dig into the big business themes surrounding influencer marketing. Influencer marketing works. The sector has grown x20 in the last five years and is now valued at $10 billion dollars. But growth spurts are often accompanied by growing pains. Influencer marketing is no exception. The industry is plagued by negative media headlines, charges of influencer fraud, a lack of transparency, and a perception that success is difficult to measure. This podcast gives marketers and business owners the lowdown on this fast-growth sector. Scott Guthrie an influencer marketing management consultant, conference speaker, guest university lecturer, top 10 blogger, and media commentator. World-renowned marketer Mark W. Schaefer has called him "the leading voice of influencer marketing". Take a listen and decide for yourself.

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56 recent

February 26, 202441 min

Whalar's Alex North talks measurement and evaluation

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 metricsHow marketers can best help brands navigate choice and challenges in quantifying impactMeasurement 'in the wild' digging into a case studyA look over the brow of the hill to the future of measurement within our industryUseful linksWhalar websiteWhalar on LinkedInWhalar Research - Creators Measure Up: Analyzing Their Impact on ResultsInfluencer Marketing Code of ConductAlex 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.

October 12, 202339 min

Ogilvy's James Baldwin on a new global B2B influencer marketing report

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 16Imogen 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.

September 28, 2023Episode 5231 min

Steph Money of ThisThat talks influencer measurement

Episode 52 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 Steph Money, VP of Client Services at ThisThat - a measurement and evaluation influencer marketing firm (sort of ... Steph will explain why this descriptor is only partially correct). In this episode, we discuss:Being a rising star after ten yearsHow intelligent naivety can cut through group thinkHow measurement and evaluation can be put into harness for go-to-market strategiesShowing the context behind the numbers when measuring awareness, consideration or conversionPerformance can be amplified by effectiveness can't Why the answer is never more data - data is the evidence needed to justify a recommendationWhy effective measurement of influencer marketing will become fundamental A call to standardise measurement within our sector👍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.

September 20, 2023Episode 5131 min

Alice Audley from Blogosphere to bCreator

Episode 51 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.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.This week Scott Guthrie is in conversation with Alice Audley, founder and CEO of bCreator -- a brand that you probably already know under its former name, Blogosphere.In this episode, we discuss:The rebadging after a decade from Blogosphere to bCreatorWhy in-person, face-to-face events are so important to building relationshipsHow we can ensure our category is effective without losing the essence of creator marketingAdvice for female-founded, female-led businesses.And what to expect from the bCreator Awards👍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.

September 12, 202335 min

Esme Rice: Mindshare's Worldwide Influencer Practice Lead

Episode 50 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.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.This week Scott Guthrie is in conversation with Esme Rice, Worldwide Influencer Practice Lead at Mindshare. We talk about the professionalisation of the industry which has shifted within six years from a time when Esme had to battle with academics trying to dissuade her from focusing her degree dissertation on influencers to a sector moving to the heart of multi-channel, integrated marketing programmes.We discuss the Regional differences in the influencer marketing landscapeConsumer behaviour towards virtual influencers in different parts of the worldNear future of our channelCheck 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 - 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.👍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.

September 7, 2023Episode 4948 min

Sammy Albon - Creator turned Senior Campaign Director

Episode 49 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.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.This week Scott Guthrie is in conversation with Sammy Albon, Senior Campaign Director at agency, What They Said. In this episode we discuss: What authenticity means from the point of view of a creator and from a brand's point of viewWhy A is for authenticity and affinity. But why A is for AllWe talk de-influencingThe benefits of long-term brand collaborations with creatorsHow brands can effectively work with creators in their promoted mediaCheck out the Influencer Marketing Lab for full show notes, related useful links and a transcript. And sign up to Creator Briefing the weekly newsletter from Scott Guthrie providing a breakdown of all the major news from the creator marketing industry alongside his insight and analysis. 👍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.

November 29, 2022Episode 4828 min

Verity Park founder of TBH Talent talks creators

Episode 48 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 Verity Park, founder and CEO of TBH Talent and TBH Community. We discuss Verity's move from Gleam to start up two businesses: one nurturing emerging talent, the other working with established creators.We talk TikTok Shop and also explore the dynamic tension between talent management companies and talent managing themselves. We examine the benefits and potential drawbacks of each.Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.👍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.

September 30, 2022Episode 4737 min

Ian Forrester of DAIVID on effective influencer marketing measurement

Episode 47 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 Ian Forrester, founder and CEO of DAIVID, an advertising research company building a ‘house of influencer insight’ proposition. We discuss influencer marketing's WHAT metrics of impressions, reach, likes, shares, comments, site visits and sales and then we explore why these should be augmented with the WHY metrics of attention, emotions and memory creation. Shifting data collection to insight learnings and improved effectiveness. 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.

September 21, 2022Episode 4632 min

Abha Gallewale, global social strategy manager at ASICS talks sport creators

Episode 46 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 Abha Gallewale, global social strategy manager at sportswear brand, ASICSIn this episode we: Discuss how ASICS puts athlete sponsorship contracts together which take into consideration content quality, not just medals wonConsider the importance of ASICS's brand values guiding the sportswear firm Explore measuring return on investment for the athletes’ work as brand influencersThis interview was recorded in May 2022. Check 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.👍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.

July 27, 202241 min

Catherine Yeo discusses her new book: The Creator Revolution

Episode 45 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 Catherine Yeo - creator and author of new book - The Creator Revolution: How Today’s Creative Talents Are Shaping Our TomorrowIn this episode we discuss the seven characteristics of a creatorexamine Wikipedia's guidelines around notability and why this leads to fewer creators benefitting from their own Wikipedia pagesask whether the steam has gone out of the creator economydebate whether the future lies in tools or platforms?Check 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.👍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.