54 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 • 2 Ratings

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.

    Steph Money of ThisThat talks influencer measurement

    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.

    • 31 min
    Alice Audley from Blogosphere to bCreator

    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.

    • 31 min
    Esme Rice: Mindshare's Worldwide Influencer Practice Lead

    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.

    • 35 min
    Sammy Albon - Creator turned Senior Campaign Director

    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 media

    Check 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.

    • 48 min
    Verity Park founder of TBH Talent talks creators

    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.

    • 28 min
    Ian Forrester of DAIVID on effective influencer marketing measurement

    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.

    • 37 min

Customer Reviews

5.0 out of 5
2 Ratings

2 Ratings

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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