161 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 • 14 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.

    How Podcasting Can Change Your Influence Game

    How Podcasting Can Change Your Influence Game

    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 businesses use podcasts for three primary outcomes: More publicity, greater marketshare and funding introductions. Podcasting suddenly seems more interesting, right? 
    Phil and his team at Billionaires in Boxers have been doing this with businesses ranging from large financial institutions to small businesses for quite some time. And they’re pretty good at it.
    Phil came on Winfluence to talk specifically about how and why influencers should look to podcasting to raise the bar on the type of content they create, but we dove into a treasure trove of discussion about how agencies, brands and services professionals can leverage this medium, too.
    We even get into the interesting perspective that sometimes, your podcast can be valuable to you without even considering the size of your audience. And we had some fun riffing on the topic in an inside-look kind of way you'll find amusing as well.
    Phil mentions the Billionaires in Boxers Starter Package on the show, so you can find that link here.
    This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns. 
    Julius has powerful filters that let me drill down find just the food and beverage influencers in Grand Rapids, Michigan. Or the men’s fashion voices that most impact Vancouver. But it certainly also gives me the mega influencers and celebrity influencers I might need to help launch a beauty, tech or automotive product.
    And in most cases, it has contact information so I don’t have to go fishing to reach them.
    All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on when the influencer says they’ll post, and get an ROI report for each element. 
    You know I wouldn’t say this if it wasn’t true -- You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 39 min
    The Power of Women in Influencer Marketing

    The Power of Women in Influencer Marketing

    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 migrated into the actors and actresses becoming more online content creators and influencers, she saw a void in the influencer marketing space she quickly filled.
    Jessy started Women in Influencer Marketing -- a professional networking community focused on the women in the industry, mainly those who hire and support influencers in what they do. So, talent managers, agency representatives, brand-side marketers. The group has been growing now for five years and has now become a key source of not just networking, but education and resources for women in the industry.
    Curious about the group, I invited Jessy to come on the show and tell us about it. Though I played the dumb guy and asked why an industry that is decidedly populated by women would need a gender focused organization, I also asked an important question: What issues that face women in the industry can be better addressed if men become part of the solution? So the conversation turned in a more solution-oriented direction, I think.
    We had a great discussion and got into not only the details of gender issues within influencer marketing and the benefits WIIM brings to the table for its members, but also what Jessy sees as the important issues facing influencer marketing today. Which actually inspired Monday’s commentary post to a degree.
    This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns. 
    Julius has powerful filters that let me drill down find just the food and beverage influencers in Grand Rapids, Michigan. Or the men’s fashion voices that most impact Vancouver. But it certainly also gives me the mega influencers and celebrity influencers I might need to help launch a beauty, tech or automotive product.
    And in most cases, it has contact information so I don’t have to go fishing to reach them.
    All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on when the influencer says they’ll post, and get an ROI report for each element. 
    You know I wouldn’t say this if it wasn’t true -- You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 33 min
    Guess What's Killing Influencer Marketing? Influencers.

    Guess What's Killing Influencer Marketing? Influencers.

    There is a force at play in the influencer marketing space that puts the entire industry in danger. If that force isn’t reckoned with, and soon, the practice of leveraging individual content creators with attractive audiences on social networks for brands will die.
    This particular group isn’t killing influencer marketing intentionally, mind you. But they’re treating the space we all know and love as a money grab, rather than a way to build a sustainable business. For all the talk they spout about influencer marketing being how brands do business and how marketing happens in todays world … they’re slowly chipping away at the magic that influencer marketing can be.
    So who is killing influencer marketing? Influencers.
    I explain in today’s commentary. 
    This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns. 
    Julius has powerful filters that let me drill down find just the food and beverage influencers in Grand Rapids, Michigan. Or the men’s fashion voices that most impact Vancouver. But it certainly also gives me the mega influencers and celebrity influencers I might need to help launch a beauty, tech or automotive product.
    And in most cases, it has contact information so I don’t have to go fishing to reach them.
    All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on when the influencer says they’ll post, and get an ROI report for each element. 
    You know I wouldn’t say this if it wasn’t true -- You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius.
    Find out how influencers are killing influencer marketing in this episode of Winfluence. And for reference, see my article on The New Influencer Creative Brief I reference in today's show.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 10 min
    Taking a Multi-Tiered Approach to Influencer Engagement

    Taking a Multi-Tiered Approach to Influencer Engagement

    What’s the sexiest medical device you can think of? I recently discovered that eyeglasses are technically considered a medical device. And that puts them squarely in the crosshairs of style and fashion.
    Marissa Cundiff is the vice-president of marketing for Kenmark Eyewear, a manufacturer that supplies some of the most recognizable sunglass and eyeglass collections in the world. Vera Wang. Lilly Pulitzer. Gemma Styles and the list goes on. They do both their own brands and collaborations like all of those. They have a direct to consumer play in Baxter & Bonnie, but mostly sell through eyeglass retailers.
    That sets them up to have an interesting approach to influencer marketing. Yes, they have the big celebrity product lines, so that’s one segment. They gift eyewear to micro and nano influencers which is another. They also participate in some paid partnerships with mid-tier and mega influencers which is a third.
    But since they primarily sell via channels—they’re mainly a B2B brand—they use the influencer content to supply their retail partners with inspiration, as well as to create awareness that might lead to sales.
    Marisssa and I caught up recently to dive into her and Kenmark’s experiences, learnings and approach to influencer marketing. They seem to have carved out their own pathway to leverage influencers in effective ways for them, rather than following the industry trends and hype. And it’s working for them.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 30 min
    An Influencer's Take on the SAG-AFTRA Influencer Agreement

    An Influencer's Take on the SAG-AFTRA Influencer Agreement

    Last month the Screen Actors Guild and American Federation of Television and Radio Artists or SAG-AFTRA in the trade, unveiled a plan to account for influencers in its union. My initial take was applause for the move because it meant that an influencer or content creator now had at least a path to health benefits and pensions they don’t normally have as independent entities. As it turns out, the promise had some good sizzle, but not enough meat. 
    Patrick Janelle is a lifestyle influencer and also the chairman of the board of the American Influencer Council -- a trade association, not a union, for influencers. He sees SAG-AFTRA’s move both from the individual perspective, but also from that of an industry leader looking out for the good of all influencers.
    He joined me to talk about where SAG-AFTRA comes up short and what’s really needed for such an effort to be more inclusive of all creators, not just ones that are either already SAG-AFTRA members, or celebrity influencers who can afford the investment.
    To qualify for the benefits, you pay dues and surrender a percentage of your income to the union, so it’s not just something you sign up for. It’s an investment.
    But I wasn’t going to led Patrick out without diving into much much more. Janelle is the influencer behind @aguynamedpatrick. He has almost 450,000 followers on Instagram posting about life in New York City, style, restaurants, travel and my favorite … cocktails. He also owns an influencer talent agency called Untitled Secret. 
    We talked about his journey from graphic designer to influencer, how he migrated from accepting gifts from brands to getting paid. And we spent some time breaking down all that goes into an influencer’s creative output. You brand and agency folks need to take note. I use a brilliant collaboration he and one of his agency’s clients did with Q-Mixers as an example and we discuss the work and investment that went into that. It will help you see what you’re paying for when you engage the good ones. You influencers should take note, too. The collaboration is a brilliant example of how to do a collaboration with a brand.
    As a related piece of content, I wrote my own recap of the SAG-AFTRA agreement, including comments from Janelle and others, on Entrepreneur last week.
    This episode of Winfluence, the podcast, is sponsored by Julius. If you’ve read my book, you know I’ve depended on Julius for influencer discovery and campaign management for some time now. When I’m looking for the right influencer for my clients, Julius allows me to search across Instagram, YouTube, Facebook, TikTok, Twitch, Twitter, Pinterest, Blogs and more. When I click into an influencer’s profile, I can see their audience demographics, what other networks they have reach through and quickly scan their recent posts to decide if they’re a right influencer for my brand. All the pieces of campaign management are there, too. Julius allows you to reach out, document contracts, share and approve influencer content and, of course, measure the ROI of each campaign, influencer or post. You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 39 min
    When it Comes to Reporting on Influencer Fraud, Words Matter

    When it Comes to Reporting on Influencer Fraud, Words Matter

    Words matter. Perhaps now more than ever. Why? Largely because the proliferation of information and content has forced all of us into attention deficit disorder consumption. We skim. We thumb scroll. We let our short attention span perceptions shift our understanding of the world around us without stopping to think.
    So words matter.
    If you see a headline that says “more than half of instagram influencers engaged in fraud” you probably don’t have the time or interest to read the story. You assume the resource posting that is not posting a lie or a misstatement of the truth and you assume the majority of influencers are fraudulent.
    That headline was real. It was posted by Campaign U.S., a popular resource for the advertising industry. It was quoted to me last week by a well-respected public relations professional considered a thought leader and expert in his field. 
    But the assertion he made based on believing a poorly worded headline is 100 percent false. Words matter.
    I’ll explain in today’s commentary. 
    This episode of Winfluence, the podcast, is sponsored by Julius. If you’ve read my book, you know I’ve depended on Julius for influencer discovery and campaign management for some time now. When I’m looking for the right influencer for my clients, Julius allows me to search across Instagram, YouTube, Facebook, TikTok, Twitch, Twitter, Pinterest, Blogs and more. When I click into an influencer’s profile, I can see their audience demographics, what other networks they have reach through and quickly scan their recent posts to decide if they’re a right influencer for my brand. All the pieces of campaign management are there, too. Julius allows you to reach out, document contracts, share and approve influencer content and, of course, measure the ROI of each campaign, influencer or post. You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 12 min

Customer Reviews

5.0 out of 5
14 Ratings

14 Ratings

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.

christophtrappe ,

Great format

I love that Jason brings a variety of perspectives on the show. His insights and questions are great and I love that the recording is
live-streamed on LinkedIn.

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