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PODCAST

Winfluence - The Influence Marketing Podcast

There"s a different in having TikTokers and Instagrammers post about your brand and actually driving influence. Welcome to Winfluence - The Influence Marketing Podcast, where we explain the difference and help your brand shift from influencer marketing to influence marketing. Hosted by industry expert Jason Falls, acclaimed author of "Winfluence: Reframing Influence Marketing to Ignite Your Brand," this podcast takes you on a strategic journey through the world of influence marketing. Jason"s wealth

business marketing

All Episodes

13:31

An Effort to Close the Gender Gap in Advertising...

Winfluence - The Influence Marketing Podcast ·

2022/03/28

This shouldn't come as a surprise to you, but I have a day job. At Cornett. It's an ad agency. And I love it there. What may come as a surprise to you is Christy Hiler, the owner at Cornett, is very rare in the ad business. And by that, I mean less than one percent of all advertising agency owners are women. Read that one more time. Yeah ... I know?! Today, Christy is launching an industry change agent movement called Own It. The effort is calling on women who own all or most of ad agencies to come

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45:43

The Alpha Collective is One Ticket to Web 3.0 Success

Winfluence - The Influence Marketing Podcast ·

2022/03/24

I waxed poetic a couple of weeks back about the Metaverse. It is part of the larger grouping of new technologies and opportunities that fall under the umbrella of Web 3.0. The Metaverse, which is largely virtual worlds, is all about experiences. Then you have crypto currency, which my best explanation of is the coins and virtual currencies you might be used to earning in video games, only they’re tied to a real market value and actual financial markets and exchanges which gives them real world

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18:14

Public Speakers are Influencers. Here's How to Find...

Winfluence - The Influence Marketing Podcast ·

2022/03/21

I attended my first in-real-life conference last week. Social Media Marketing World happened with actual, physical people in an actual physical place – the San Diego Convention Center – and mostly without masks, though the hugs and enthusiastic closeness is still faint compared to what they once were. Ironically enough, the buzz was all about the Metaverse and NFTs … the fake worlds where the prognosticators are saying the future lies. Everyone was excited about being back in person only to talk

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21:56

The Teenage Slime Queen Turned Successful Entrepreneur

Winfluence - The Influence Marketing Podcast ·

2022/03/17

About three or four years ago my daughter Katie came home with a gallon jug of borax and another of Elmer’s glue and announced she was going to make slime. As you can imagine, I was more than thrilled to have a 10-year-old playing with chemicals and food coloring all over my house. But she and a couple of her friends had fallen into the slime craze and wanted to make it. A similar thing happened to Angelina Ly maybe a year to earlier than that. She was 14-years-old at the time. She started making

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35:24

The Opportunity & Nuances of Gamers as Influencers

Winfluence - The Influence Marketing Podcast ·

2022/03/14

How many of you would call yourselves a gamer? Well, if you play Wordle, you’re a gamer. If you got sucked into Angry Birds, Candy Crush, or Trivia Crack … gamers all. I have 3-4 games I have on my phone to pass time waiting at a doctor’s office, or to watch while I sit with my family watching a show I’m either not into or can listen to rather than watch. That makes me a gamer. The demographics and statistics on gamers are actually quite surprising. According to Statistia, 38% of gamers are 18-34

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37:50

Cooking Up Great Content With The Grill Dads

Winfluence - The Influence Marketing Podcast ·

2022/03/10

Many of you know I host another podcast on the Marketing Podcast Network called Digging Deeper. Occasionally on that show, we interview someone that has a perspective or focus on something that either is, or is related closely to influencer marketing. When we do, I like to share that interview here as well. Why not make sure you get the good intel, too. Last week, I had the pleasure of chatting with Mark Anderson and Ryan Fey. Those names may or may not ring a bell with you, but they might if you

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19:58

What Brands & Influencers Need to Know About the...

Winfluence - The Influence Marketing Podcast ·

2022/03/07

The Metaverse has been on the top of minds and conversations of most people in the marketing space in the last few months. Ever since Mark Zuckerberg and Meta, ne’ Facebook, went all-in on VR to inflate stock prices because they had Oculus headsets to sell now, this seemingly new virtual world as a consumer and business reality has produced an explosion. Unfortunately, the explosion as been one of consultants and experts and specialty agencies telling brands and influencers that if they’re not in

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57:37

The Best Conversation You'll Hear About Podcasting

Winfluence - The Influence Marketing Podcast ·

2022/03/03

You may recall our episode from late January in which I adopted an exaggerated satirical stance responding to a podcaster who had taken exception to my answer to a question on Twitter. The question, from my fellow Marketing Podcast Network creator Seth Goldstein, was whether or not podcasting was a modern form of busking, or a street performer playing for change. I said no and Tanner Campbell, a podcast consultant who has his own show called Podcasting Sucks, disagreed and fired off an episode about

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15:37

The "Why" We Pay Influencers is All Wrong. Here's How...

Winfluence - The Influence Marketing Podcast ·

2022/02/28

If you’re an influencer or a talent manager, today’s commentary might make you a little uncomfortable. I’m just going to throw that out there as a warning. But bear with me … I’m going to dish some harsh realities to our brand and agency side friends, too. We’ve been talking a lot lately about when to pay influencers. Last week’s commentary answered a listener question about when to transition from paying with only product, to adding cash to the mix. But we haven’t really dug into WHY we pay

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40:44

The Comedian Turning Comics into Content Creators &...

Winfluence - The Influence Marketing Podcast ·

2022/02/24

I have been a student of stand-up comedy from my earliest memories. I would stay up late when I was little to watch The Tonight Show with Johnny Carson just to see the monologue, then hope beyond all hope one of the acts that night was a comedian. Later, I fell in love with David Letterman, who had more comedians and introduced me to a broader love of the craft. I bought cassette tapes of Dennis Miller, Bobcat Goldthwait and more. And, of course, anyone who grew up in the 1980s and loved stand-up

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14:40

The Tricky Migration Point from Product-Only to...

Winfluence - The Influence Marketing Podcast ·

2022/02/21

A couple of weeks ago a marketing executive with an online retailer in the United Kingdom reached out to ask for my feedback on something. Her situation was not dissimilar to many people who email or message me with influencer marketing inquiries. The company sells sporting goods and apparel, has grown nicely over the last few years and is trying to find ways to drive more revenue and growth through social media. Like most of us, they’re turning to influencers as one channel to improve that part of

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19:28

More Proof Influencer Marketing is Dominated by Women

Winfluence - The Influence Marketing Podcast ·

2022/02/17

We talked last time about the influencer pay gap and new data from IZEA that gives us a look at progress made … or not … in the breakdown of how women are paid compared to men and how various races and groups are paid when compared to white counterparts. One of the surprising pieces of data there for me was the vast gap in the number of influencers by gender. IZEA’s numbers showed that 83 percent of the content creators it analyzed were women. Whether or not that gives us some level of explanation

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17:36

What the Good and Bad Numbers on the Influencer Pay...

Winfluence - The Influence Marketing Podcast ·

2022/02/14

You can’t be involved in the influencer marketing space without hearing about, talking about or considering the influencer pay gap. When the topic first emerged, it referred to the disparity in pay between men and women who are content creators. Quickly, however, the influencer pay gap issue focused on the gap between white and non-white or BIPOC creators as well. For a while in early 2021, it was almost all we talked about. Mind you, I’m not complaining. We were right to talk about it. And talk

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20:45

Understanding the Imperative of Short-Form Content

Winfluence - The Influence Marketing Podcast ·

2022/02/10

Despite my best efforts, the world of social media continues to migrate to … some might say devolve to … short form content as the most desirable type. Forgive my contrarianism about TikToks, Reels and Stories, but I’m a podcaster and a blogger. I’m also a B2B content creator myself, which tends to lean toward longer-form content as the preference. So my nature is simply the antithesis of 15-second videos and 10-second story frames. When I stop to consume content … and apparently create it … I want

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15:43

The Long-Term Effects of Creator Marketplaces Will...

Winfluence - The Influence Marketing Podcast ·

2022/02/07

Whether you’re an influencer or a brand, the concept of the creator marketplace brings with it some appeal. For the content creators out there, the opportunities to work directly with brands can be a lifeline. That’s especially true when you’re growing your audience from micro- to mid-tier or mid-tier to mega influencer. For brands, creator marketplaces mean simple integrations to support creator content with amplification through paid spend, and easily integrated analytics … no chasing screen shots

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23:39

Digging Into True Influence with Author and Trainer...

Winfluence - The Influence Marketing Podcast ·

2022/02/03

For those of you who have been with me on this journey through influence marketing for a while, you know that I get really excited when we can zero in on the concept of influence rather than influencers. The whole theme of my book Winfluence, and a lot of what we talk about here on Winfluence, the podcast, focuses on the fact that removing the "R" from the term means we have a more holistic approach and success with leveraging third parties to influence audiences to take action. In the world of

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15:19

Is Podcasting Just a Form of Busking? Certainly Not!

Winfluence - The Influence Marketing Podcast ·

2022/01/31

My pal Seth Goldstein asked an interesting question on Twitter last week. He posed this: “Is podcasting just a form of busking?” For those who don’t know, busking is a term used mostly in Britain to describe street musicians and performers. The root of the definition is people who perform publicly for tips. Seth is not only a friend, but one of my fellow Marketing Podcast Network hosts and creators, so I chimed in. My response was quick, but I think accurate and definitive: I said, “Certainly not

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34:58

How to Find and Engage B2B Influencers, From a B2B Brand

Winfluence - The Influence Marketing Podcast ·

2022/01/27

In influencer marketing, and certainly in marketing overall, there are generally two types of focus. The one we talk about more often is consumer marketing, also know as business-to-consumer or B2C. Then there’s business-to-business, or B2B. B2B brands sell software, equipment or services to businesses, sometimes for price tags far too high for an individual purchase. So think of complex IT systems, office equipment, construction machinery or even professional services like legal, accounting, human

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14:56

It’s Time To Stop Laughing at Kids Who Want To Be...

Winfluence - The Influence Marketing Podcast ·

2022/01/24

What did you want to be when you grew up? I waffled between professional baseball player and fighter pilot when I was really young. Then I went through a phase of wanting to be an architect or to anchor SportsCenter. The latter of those indirectly led me here, which is at least in the right industry. I’ll guarantee none of you ever said you wanted to grow up to be a YouTuber. Or a TikTok star. But those are some of the top answers that children give today to that question. A few years ago, we would

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29:56

What's Wrong With Influencer Marketing's Current...

Winfluence - The Influence Marketing Podcast ·

2022/01/20

We’ve been spending some time on the show of late talking about the future of the creator economy and how influencers can plan for monetization either with or without the big social networks where much of their audience may lie today. Two episodes ago, we talked to Ramiro Canovas from FanBase, which is a lot like OnlyFans only without the stigma of everyone there being adult content creators. Be sure to go back and listen to that episode as it makes a case for the owned content overall. This week,

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