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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

24:17

Influencers Shouldn't Ask For Free Product?

Winfluence - The Influence Marketing Podcast ·

2021/07/26

Winfluence - The Influence Marketing Podcast is serious, though playful and fun. We have interesting conversations about the industry, how brands can leverage influence, how influencers can better connect with brands and how the software companies and agencies all fit into the mix. We do that in order to help you get smarter, better and have more success leveraging influence marketing, influencers and all things related to the space. But we’re not above poking a little fun at our world, too. Erik

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27:29

The Power of Brand Alignment in Influencer Marketing

Winfluence - The Influence Marketing Podcast ·

2021/07/22

Probably the most frequent quality of influencer selection I’ve talked about in the last month or so is brand alignment. Does the influencer match your brand in terms of values, aesthetics and beyond. The more aligned your influencers and content creators are with your values, your brand voice and perhaps content pillars, the easier their audience will make that leap to accepting you as a trustworthy brand. And the better your brand will be able to see relevant growth and engagement from their

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9:49

Why Affiliate Marketing for Influencers Will Not Work

Winfluence - The Influence Marketing Podcast ·

2021/07/19

Instagram announced last week it was testing new affiliate marketing tools for influencers. Many influencer marketing software solutions have begun integrating affiliate marketing components into their softwares as well. The reason is brands have been clamoring for them because brands think the affiliate model of marketing is going to magically make influencer marketing cheaper. They’re looking for an easy way out … a way to cut costs … and a way to disrespect content creators. Pay for performance

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25:23

Going Small with Micro-Influencers for Big Business...

Winfluence - The Influence Marketing Podcast ·

2021/07/15

We’ve thrown around the term micro-influencer a lot on this show. The term refers to someone with generally around 5,000 to 50,000 followers. They’re probably not quite to the point of making a living doing it, but they have an impact on a fair number of people. Lots of brands love micro-influencers because they can be cheaper and less hassle to deal with. No offense to our mega-influencer friends, but let’s be honest, once you get someone whose primary income is through influencer marketing

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11:10

What Brands Really Need From Influencers

Winfluence - The Influence Marketing Podcast ·

2021/07/12

I know what brands want from influencers. But what brands say they want from them and what they actually want from them are different things. Ask a brand manager what they want from their influencers or influencer programs and they’ll say things like: Engaging content Enthusiastic endorsement Or the stomach-turning authentic collaboration But brands are not measured by the amount of content they collect. Or how many people endorse them. Nor by how many people see the endorsement. And

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27:03

Influencer Marketing from the Influencer's Perspective

Winfluence - The Influence Marketing Podcast ·

2021/06/30

It’s always a treat to get insight from influencers on the show. My research and analytics tell me most of you are brand-side marketers or agency folks that serve the brands playing in the influencer marketing space. So, when we have the opportunity to hear from a content creator, there’s a lot of insight to be had. How to work with them. What works well or doesn’t. How they view brands, agencies, pricing and beyond. A few months ago, I interviewed one such content creator for my other podcast,

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39:33

The Software Company Focused on Influence, Not Just...

Winfluence - The Influence Marketing Podcast ·

2021/06/23

The underlying theme of my book Winfluence - Reframing Influencer Marketing to Ignite Your Brand, is that we have to stop thinking about this practice as all about influencers and think of it in terms of how to drive influence. That can come from online influencers with big followings, but it can also come from your own brand building influence in your industry. It can come from partnering with community leaders and elected officials. It can come from friendships and alignment with people who have

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32:47

How to Connect Influencer Marketing to the Bottom Line

Winfluence - The Influence Marketing Podcast ·

2021/06/16

One of the biggest challenges for brands in influence marketing is tying all these wonderful content collaborations with creators back to the bottom line. Not only do brands not often have full or direct exposure to an influencer’s analytics, but many don’t sell direct to consumer, meaning sales data is often in the hands of another third party in the form of retailers. And if you’ve ever dealt with big box retailers you also know that sometimes, they just don’t share enough data for the appropriate

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20:19

How Confident Are You In What Influencers Should Make?

Winfluence - The Influence Marketing Podcast ·

2021/06/09

As the influencer marketing space evolves, so will the tools, platforms and services out there that make things better. We’ve interviewed some folks behind some of these startups here on the show already and we’ll continue to do so. I like to think we’re keeping an eye on what’s out there in case a better mousetrap comes along. One topic of discussion in the influencer and influence marketing space that has extended into the realm of software solutions and other attempts at making the industry

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11:04

Can we please kill Authenticity?

Winfluence - The Influence Marketing Podcast ·

2021/06/07

Two weeks ago I spent several hours judging entries in an influencer marketing awards contest. Part of the submission was for the brand or agency to describe their organization’s unique selling proposition. Every single entry had some version of the following in their answer: “We focus on authentic, transparent and human connections with our … blah blah blah.” You could literally copy and paste one agency’s answer to that question into the spot on any other agency’s entry and no one would have known

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46:55

The Ad Agency that Manufactures Influence

Winfluence - The Influence Marketing Podcast ·

2021/06/02

We recently had a conversation with Brandon Brown of influencer platform Grin about CGI influencers—computer generated avatars that seem to be real people posting influencer-like content and gaining followers. That conversation opened up some discussion about using the influencer landscape as a palette for creativity. We joked that Kentucky Fried Chicken should create a Colonel Sanders influencer account right now and avatar him back to life. But when you think of the influencer channel as a

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13:43

The Truth Continues to Emerge About Influencer Fraud

Winfluence - The Influence Marketing Podcast ·

2021/05/31

My previous commentary that focused on the idea that Words Matter pointed out a flaw in semantics with how HypeAuditor reported fraudulent behavior. That semantic difference—a simple poor choice of words—lead Campaign U.S., a popular advertising industry publications, to post the statement that more than half of Instagram influencers—"engaged in fraud"—with 45 percent of accounts—"fake." Engaged was my problem. Because fraud can happen to an influencer’s account without the influencer having a

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35:26

Value Mapping: The Next Level of Influencer Selection

Winfluence - The Influence Marketing Podcast ·

2021/05/26

Once upon a time, I was a fairly knowledgeable guy about social listening. (I still am, I think. But in the early 2010s I was kind of known for that.) Analyzing online conversations to mine for consumer insights became such a focus for me that I started a company around the practice. The Conversation Research Institute didn't last long because we didn't have artificial intelligence and machine learning algorithms to scale data analysis. We had a couple of people manually coding samples of

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23:56

Which Influencers are More Effective? Mega- Micro- or...

Winfluence - The Influence Marketing Podcast ·

2021/05/21

For much of the last year or so in the influence marketing space, there has been a growing trend to move away from mega-influencers in favor of micro- and nano-influencers. Those with fewer than 50,000 or even 10,000 followers. The reasons, as we’ve discussed with several of our guests, is that the smaller the following, the higher the engagement rate … generally speaking. If the engagement rate for a small number of people is high enough, it means that influencer has actual impact on more audience

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26:55

The Growing Trend of Influencer Houses

Winfluence - The Influence Marketing Podcast ·

2021/05/19

One of the fascinating new trends in the influencer space is that of influencer houses. You may have heard The Hype House, probably the biggest example in the U.S., is queued up for a Netflix distribution deal after starting on social media channels. There’s another in the U.S. called the Sway House, yet another called Club Beverly Hills. The concept borrows from the original reality TV show -- The Real World on MTV. Influencer Houses bring together some number of large audience content creators

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35:43

Can Paid Content Curation Give Influencers New Revenue

Winfluence - The Influence Marketing Podcast ·

2021/05/14

I’ve had the good fortune to have built a respectable audience over the years, creating and sharing content on social networks, writing blog posts and articles, speaking at conferences and the like. My primary platform for much of that time has been Twitter. And the way I built a nice following there was by sharing good content. At one point in time I actually wrote the following on a sheet of paper that I stuck on my office bulletin board: Twitter Strategy -- Share good shit. The more I could

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32:42

Solving the Problems of Influencer Marketing Programs

Winfluence - The Influence Marketing Podcast ·

2021/05/12

Nothing gets me excited quite like finding like minded people who are interested in and knowledgeable about the same things I am and having a good conversation. That’s why I started this podcast. I feel like I eat, sleep and breathe influence marketing these days. So I love talking to smart people who do the same. Henry Langer is one of those people. He’s the vice-president of customer success at Julius, my influencer marketing platform of choice. You’ve heard about them because they sponsor the

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11:28

What is Your Influencer Marketing Philosophy?

Winfluence - The Influence Marketing Podcast ·

2021/05/10

When the first inklings of what we have come to call influencer marketing emerged in the late 2000s, Instagram, TikTok and SnapChat didn’t exist. Facebook was actually barely a thing at that point, because only college-tied emails initially earned access to the platform. YouTube existed, but web video was still complicated and cost-prohibitive for the masses. Influencer marketing back then was primarily focused on blogs and Twitter. IZEA was the first company to force the issue on turning social

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39:43

How Podcasting Can Change Your Influence Game

Winfluence - The Influence Marketing Podcast ·

2021/05/07

It’s pretty obvious that you believe in the power of podcasting. Or at least you’re willing to give it a shot or you wouldn’t be listening to this, right? Yes, podcasts are a great way for someone like me to share ideas and interview interesting people for people like you. Ideally, you find the episodes helpful and get smarter about influence marketing. But what switch needs to be flipped for you to see podcasting as a powerful trigger for your own influence? Phil Pelucha specializes in helping

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33:26

The Power of Women in Influencer Marketing

Winfluence - The Influence Marketing Podcast ·

2021/05/05

People don’t solve problems in a vacuum. At least most people don’t. Problems are usually solved when two or more people get together and collaborate on ideas. That’s the nugget of truth behind the concept of networking. You get together with others to share ideas, but also challenges, tapping into the crowd for resources, solutions and suggestions. Jessy Grossman knows the power of networking. She comes from the talent agent world where who you know is probably as important as anything. As she

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