197 episodes

Want Instagrammers and YouTubers to mention your brand? Or do you want to influence an audience to buy your product? Winfluence - The Influence Marketing Podcast explores the world of influencer marketing from a strategic perspective to help your influence efforts align with driving business value. Host Jason Falls, author of the companion book Winfluence: Reframing Influence Marketing to Ignite Your Brand, interviews brand managers, agency strategists, software vendors and influencers themselves to uncover the art and science of influencing audiences to try, buy or think differently. There's a difference between using influencers and actually influencing. Discover that difference and explore both online and offline influence on Winfluence.

Winfluence - The Influence Marketing Podcast Jason Falls

    • Business
    • 5.0 • 16 Ratings

Want Instagrammers and YouTubers to mention your brand? Or do you want to influence an audience to buy your product? Winfluence - The Influence Marketing Podcast explores the world of influencer marketing from a strategic perspective to help your influence efforts align with driving business value. Host Jason Falls, author of the companion book Winfluence: Reframing Influence Marketing to Ignite Your Brand, interviews brand managers, agency strategists, software vendors and influencers themselves to uncover the art and science of influencing audiences to try, buy or think differently. There's a difference between using influencers and actually influencing. Discover that difference and explore both online and offline influence on Winfluence.

    Can Advertising and Influence Marketing Mix?

    Can Advertising and Influence Marketing Mix?

    There’s always been an unspoken attitude in the world of social media and now in influence marketing that advertising, or at least its philosophies and priorities, does nothing but muck everything up. Social media, and it’s immediate by-product of influencers and thus influence marketing, was, in essence, a way for consumers to push back against advertising. We were tired of brands just yelling their messages at us all the time and not listening, as well.
    Markets are conversations, said the Cluetrain.
    So forgive me for the soap box, but that kind of biases a lot of us to think that someone with that advertising background is out of place in the world of influencer marketing. At least so the stereotype would tell you.
    But Justin Kline is not a stereotypical anything. He started out managing ads for the Drudge Report, then managing the placement of ads for the sharing app Add This. So he sees the world of advertising form multiple perspectives.
    Nowadays, Justin runs Markerly, an influencer marketing agency that takes his experiences in the advertising world to advise and deploy attention-getting campaigns for clients.
    Markerly and Justin came to my attention when they ran the Meow Mix Remix campaign for the cat food brand and engaged pet influencers on TikTok and other channels to help re-think how Meow Mix is thought of by consumers.
    I asked him to join us to take us through the irony of an ad guy now running a firm on the influencer side of things, what it's like to work with pet influencers and much more. I love bringing different perspectives to the table for our discussions and this is certainly one of them.
    Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger. 
    We’ve been talking recently to Meredith Jacobson, an independent influencer marketing consultant who was on a past episode of the show, to tell you about how she uses Tagger with We are Boosters. 
    Hear more about how she uses Tagger on today's episode.
    To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 24 min
    The Influencer Marketing Firm Practicing Influencer Marketing

    The Influencer Marketing Firm Practicing Influencer Marketing

    One of the industry resources I lean on to keep up with what is happening in the influencer marketing space is the Fourth Floor Newsletter, an email newsletter from an influencer marketing firm based in the United Kingdom. 
    I came about it because it’s authored by Scott Guthrie, a counterpart of mine, of sorts, in England, who has a finger on the pulse of the industry there and around the globe. I listen to Scott’s podcast and know he’s incredibly knowledgeable about the space, so a newsletter offered by him is a no-brainer. 
    But the newsletter is unique in that it’s not Scott’s newsletter. It belongs to Fourth Floor, the agency. They are an influencer marketing firm practicing influencer marketing. They’ve engaged an influencer in the niche to produce content on their behalf. And their marketing is better for it.
    Rich Keith is the CEO of Fourth Floor. It was his vision and relationship with Scott that led to the partnership. He happens to also be a thought leader in the space and has built a successful firm around creating great content and connecting brands with influencers with innovative and interesting executions.
    I caught up with Rich and we just talked about the industry. We touched on what influencers and brands may be doing wrong … or at least missing … today, the difference between an average influencer’s content and an exceptional influencer’s content and a lot more. Rich has interesting insights about TikTok’s pluses and minuses that are very helpful for your thinking.
    We also talked about the next wave of growth for influencers and their audiences in the coming years. That’s well worth taking into consideration. 
    Rich comes from a publishing background and he and his team are plugged into the gaming community as well. So we talked a bit about that niche, Twitch and some other topics that helped me get smarter about the space.
    Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger. 
    We’ve been talking recently to Meredith Jacobson, an independent influencer marketing consultant who was on a past episode of the show, to tell you about how she uses Tagger with We are Boosters. 
    Hear more about how she uses Tagger on today's episode.
    To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 31 min
    TikTok Creator Marketplace API Opens, Proof of Effectiveness Emerges

    TikTok Creator Marketplace API Opens, Proof of Effectiveness Emerges

    If you whittled down the biggest questions and problems brand managers are asking about today in influencer marketing, two of the top couple would be, “What’s the deal with TikTok?” and “What does this influencer marketing jazz even get for me?”
    The TikTok issue is layered, but one problem area has been related to the other. With no direct access to TikTok’s API, no one can really quantify success there other than knowing how many views a given creator’s video earned.
    But some big news hit recently as TikTok finally opened its Creator Marketplace API. Now, marketers can access all that TikTik creator data to more effectively plan, execute and report on TikTok campaigns. One of the software companies that was an Alpha partners for the API development was Captiv8, a soup-to-nuts influencer marketing platform serving enterprise clients. 
    Krishna Subramanian is Captiv8’s CEO. He joined me to dig into what the TikTok Creator Marketplace API means for the marketplace. But he also shared with me that for a retailer case study using the API, Captiv8 ran some additional effectiveness measures using consumer surveys that answers a lot of that second question.
    For the first time that I know of, we have an example of a specific influence marketing execution that we can accurately report its effect on purchase intent, recommendation intent and beyond. 
    Krishna shared details there, told me more about Captiv8 and who the platform is right for, and put on his crystal ball lens to offer an opinion on what we as marketers need to be watching out for in the coming 18- to 24-months.
    Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger. 
    We’ve been talking recently to Meredith Jacobson, an independent influencer marketing consultant who was on a past episode of the show, to tell you about how she uses Tagger with We are Boosters. 
    Hear more about how she uses Tagger on today's episode.
    To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 23 min
    How is Name-Image-Likeness (NIL) Impacting Student-Athletes?

    How is Name-Image-Likeness (NIL) Impacting Student-Athletes?

    NIL is short for name, image, likeness, and is the short expression that defines an important legislative move by the NCAA and NAIA, the two main college athletic associations in the United States. The maneuvers relax the definition of amateurism in those organizations to finally allow college student-athletes to capitalize on their name, image and likeness.
    Until the NAIA passed an NIL move last December, then the NCAA followed this past summer, a student-athlete taking money from a sponsor, even on social media channels that might have nothing to do with their sport, would be a violation of their amateur status and jeopardize their ability to compete. Now, however, college athletes can be paid for public appearances, profit from merchandise sales of their own apparel or accept money from companies to do collaborations and partnerships on social media channels. 
    Masai Russell is a four-time first-team All-American in track and field at the University of Kentucky. She has over 150,000 followers on Instagram and over 21,000 on YouTube. While the track and field part plays a role on both, her content is more focused on fashion and style. She hopes to one day own her own line of apparel. 
    I wanted to check in with a student-athlete capitalizing on the NIL opportunity to see what, if any, differences there are in how they handle influencer partnerships, and see what impact the NIL is having on their day-to-day. I also wanted to gauge if student-athletes are seeing this as an opportunity to just make some money, or are thinking more strategically about now NIL can be a platform to build something bigger down the road.
    So Masai and I caught up this week to talk NIL and her brand.
    Today's episode is sponsored by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jason.online/tagger. 
    We’ve been talking recently to Meredith Jacobson, an independent influencer marketing consultant who was on a past episode of the show, to tell you about how she uses Tagger with We are Boosters. 
    Hear more about how she uses Tagger on today's episode.
    To start building your own experiences with my influencer marketing software of choice, go to jason.online/tagger today.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 23 min
    It's Time to Do Away With Top Influencer Lists

    It's Time to Do Away With Top Influencer Lists

    The first thing many brand marketers do when they’re trying to find the right influencers for their upcoming campaigns is the first thing many of us do when trying to find something. They search. As in Google.
    Naturally, the query they often start with “top influencers in” whatever the industry is. And there they find listicles. Blog posts with a list of the top 10 influencers for this or the top 25 influencers for that. 
    The inexperienced marketer might even stop there and say, ‘Here are my top 10 targets.” Those that do fail before they ever get started. 
    Top Influencer Lists are not only useless, they're misleading. We need to stop relying on them and even follow the lead of a few software companies out there and think about how we categorize influencers in all new ways.
    I explain why in today’s commentary. 
    This episode of Winfluence - The Influence Marketing Podcast is brought to you by Tagger. It is the influence marketing software I’m using Cornett. They sponsor the show and provide us with their fantastic software to use.
    In today's episode, Meredith Jacobson from We Are Boosters explains her favorite feature of Tagger. Give the episode a listen and see how Tagger helps her consultancy get to the right list of the right influencers.
    Learn more about the software at jason.online/tagger. Tagger is the new influencer marketing campaign software of choice for me. I hope it will be for you, too.
    My influencer marketing podcast recommendation this week is The Influencer Marketing Lab with Scott Guthrie. His weekly show is dedicated to the growth spurts and growing pains of our industry. And being located in Great Britain, where he is super connected to brand and agency players in the space, Scott brings the European perspective on the industry to the table, we can all learn from. Just search for Influencer Marketing Lab wherever you get your podcasts or go to influencermarketinglab.com.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 15 min
    What is the Role of Influencer Marketing in Economic Development?

    What is the Role of Influencer Marketing in Economic Development?

    Most of you know I am from and live and work in Kentucky in the United States. And if you know anything about that state, especially the eastern part of Kentucky where I grew up, you know it has spent the better part of the last three or four decades trying to figure out how to overcome the economic void left by the downsizing of the coal industry.
    Both automation and regulation have forced coal mines to lay off workers who never knew another profession. The downturn in jobs meant high unemployment, higher incident rates for poverty and beyond. 
    What does that have to do with influencer marketing? I've been asked to contribute to Kentucky to the World, a group hoping to reshape the way the world sees my home state. In thinking about how I can contribute, I stumbled across an idea that hit me like a brick in the face.
    I’m going to tell you more and how influencer marketing relates in today’s commentary.
    This episode of Winfluence - The Influence Marketing Podcast is brought to you by Tagger. It is the influence marketing software I’m using Cornett. They sponsor the show and provide us with their fantastic software to use.
    In today's episode, Meredith Jacobson from We Are Boosters explains her favorite feature of Tagger. Give the episode a listen and see how Tagger helps her consultancy get to the right list of the right influencers.
    Learn more about the software at jason.online/tagger. Tagger is the new influencer marketing campaign software of choice for me. I hope it will be for you, too.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 12 min

Customer Reviews

5.0 out of 5
16 Ratings

16 Ratings

cynthers ,

5 Stars for Thorough Content

Jason is a mastermind at pulling together the most unique people serving the influencer economy. I leave his show inspired and with a thorough understanding of how to apply a new tool or where to search next for the next big breakthrough in influencer marketing. Definitely recommend binging all of his episodes to improve your influencer marketing strategy.

jd9468403 ,

Gets right into the good stuff!

Jason does a great job of asking the important questions! He doesn’t skate around topics.

jwsteiert ,

A Must for B2B Marketers

So often we think of influencer marketing as ONLY a B2C sport. This is such a myopic and misguided thought. Fortunately, Uncle Jason Falls is here to help guide us through the darkness and into the light.

If you are a B2B marketer trying to cut through the noise and lift the profile of your brand, this is a must listen. You’ll learn how to identify, approach, & leverage influencers to help your business reach new audiences with more success and accuracy. In a world where we need our content to be amplified to win, Winfluence gives us the blueprint to turn it up to 11.

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