35 episodes

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.

The Influencer Marketing Lab Scott Guthrie

    • Business
    • 5.0 • 1 Rating

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.

    Chris Stokel-Walker discusses his new book: TikTok Boom

    Chris Stokel-Walker discusses his new book: TikTok Boom

    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. 

    • 47 min
    Philip Brown talks Offset: Formula E's new creator collective

    Philip Brown talks Offset: Formula E's new creator collective

    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 industry

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

    • 48 min
    Yusuf Özdalga of QED Investors explains how to fund the creator economy

    Yusuf Özdalga of QED Investors explains how to fund the creator economy

    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. 

    • 30 min
    Kara Peach talks Genfluencer and social responsibility

    Kara Peach talks Genfluencer and social responsibility

    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. 

    • 25 min
    Gymshark's Calum Watson talks about building a 100-year brand

    Gymshark's Calum Watson talks about building a 100-year brand

    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 brand

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

    • 24 min
    Ogilvy's Imogen Coles explains why in creativity low-fi doesn't mean lazy

    Ogilvy's Imogen Coles explains why in creativity low-fi doesn't mean lazy

    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. 

    • 40 min

Customer Reviews

5.0 out of 5
1 Rating

1 Rating

Gabby2218 ,

Very easy listening and snappy facts

The maiden episode was a winner. Great rapport between host and guest and really insightful. The conversation was very substantive. I’m waiting on another drop. Keep the bar high.

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