253 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 • 18 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.

    The Insights Software That Finds What Influences Consumers

    The Insights Software That Finds What Influences Consumers

    The first social media conference I ever attended was a Search Marketing Expo event back in 2007 or 2008. While it was being put on by a search-focused company, it was all about social media. I thought it would be a good place to learn and listen and see if my ideas on this emerging space could hold water to others thinking about it.
    But because it was run by search folks, the roster of speakers included a bunch of SEO folks. And one of those was the founder of a little upstart company in Seattle called SEO Moz. Rand Fishkin grew that company into a rebrand to just MOZ. Today, it is one of the most successful SEO and SEM data and services companies in the world. 
    I’m a customer. I’ve also taken a lot of their courses. Knowing SEO helps my day-today. I was lucky to have met Rand then and have followed him through the years.
    In 2018, he left MOZ, though he’s still on the board, I believe. Now he’s started a new company that is focused on helping brands figure out what influences its prospective customers. SparkToro is a platform that scrapes public profile data from social media accounts, then analyses it to offer consumer insights to its customers. 
    It’s part market research. Part data analysis. And part influence marketing platform. 
    And yes, I said influence marketing platform. In fact, I even ask Rand during our conversation if SparkToro is the software version of the philosophy we talk about here on Winfluence … that we’re in the business of influence marketing, not influencer marketing. Wait until you hear his answer.
    I invited Rand to chat with me over on Digging Deeper, my interview series for Cornett. But the conversation was super relevant for us here on Winfluence, too. So I’ve pulled that out and have it her for you today. 
    We talk to Rand Fishkin of SparkToro about what influences people, how to find out and what to do with that information today on Winfluence.
    Don’t forget to drop Winfluence a rating or review on your favorite podcast app. Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter.
    Want to make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Regardless of how you ask it, I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you!
    Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger.
    And don't forget our big offer from LinkedIn! Get $100 in free ad credits just for listening to Winfluence. Go to linkedin.com/winfluence to sign up and get your C-note for LinkedIn advertising.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 30 min
    What Metrics Should a Brand Ask for From Influencers?

    What Metrics Should a Brand Ask for From Influencers?

    At the end of this show each week, I invite you to ask me a question or present an influence marketing problem you might have and either email me about it, or even better, email me a voice recording so I can actually drop you asking it here on the show. So far, I haven’t had a lot of takers and that’s fine. Though, I will send you a signed copy of Winfluence the book if I use your question on the show. 
    And no, my ego isn’t so sensitive that you can’t ask me to not sign it. I’m happy to just send you one not adulterated with my pithy quote and signature, if you like.
    But the reason I do that is because this show becomes much more useful to you if I’m answering your questions. 
    Well, one of my old social media pals ask me a question about influence marketing of sorts last week on Twitter. Sheila Scarborough and Leslie McLellan run Tourism Currents. It’s a blog and resource, with accompanying social channels, for destination marketers, tourism bloggers and journalists and those who fancy themselves influencers in the travel and tourism space.
    I’ve been pals with Sheila and the other founder of the site, Becky McCray, for probably 15 years. I don’t know Leslie as well, but I love the content and advice they all dole out to folks in that niche.
    Last week, the tagged me on Twitter to see what I thought about an article they published called, “Ask for these influencer campaign stats.” It was advice for destinations … brands in the tourism industry like convention and visitor’s bureaus, hotels, attractions and such … on what metrics they should ask influencers to provide them for a campaign to judge how effective their content is for your efforts. 
    Without having to look at the article, I certainly know Sheila and Leslie well enough to know it’s going to be sound advice. And it was. But it doesn’t just apply to destinations. Their advice is sound for all brands and agencies to hear to know what metrics you should care about from the influence partners and content creators you work with.
    On this episode of Winfluence, I’ll share Tourism Current’s list, and add both some list items, and perspective of my own, to help your brand. 
    Winfluence is supported by Tagger, the complete influencer marketing software solution. Get a demo to see if Tagger is right for you at jason.online/tagger. Support also comes from LinkedIn Marketing Solutions. Claim your $100 advertising credit at linkedin.com/winfluence today.
    Don’t forget to drop Winfluence a rating or review on your favorite podcast app. If you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. Finally, make a future episode of Winfluence awesome! Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 17 min
    Marketing and Influence in the Food, Restaurant, and Hospitality Industry

    Marketing and Influence in the Food, Restaurant, and Hospitality Industry

    There's no question the pandemic had and is still having a tremendous impact on the restaurant industry. In fact, as today’s guest points out, when you look at the history of how and why people use restaurants, the experience has changed. 
    Rev Ciancio is a food and hospitality industry influencer. Yep … in the B2B space. He speaks at food and beverage industry conferences. He is a marketing and tech evangelist for the food business. He’s often engaged to consult with restaurants on developing their tech stack and customer acquisition approach. 
    But Rev is also quite the b2c influencer as well. He runs the channel @funwithfries on Instagram. It has 334,000 followers. For what is essentially french fry porn. Literally .. pictures of orders of french fries, mostly user-generated content he repurposes. 
    Seems frivolous and silly, right? Well he has a long-standing relationship with a french fry wholesaler because of that account. 
    His industry credentials give him true influence in a specific niche. His flare for creating engaging content gives him the consumer following. So, Rev has the best of both worlds as an influencer and content creator.
    I caught up with him recently to talk about the food industry and its post-pandemic challenges. How he manages influencer marketing for his own local restaurant. What technology and marketing channels and approaches are smart for restaurants to acquire customers and beyond. 
    He gives some great insight for both brands an influencers in the first part of the conversation about how to divide your content smartly around various networks. Really good advice here, so pay attention.
    Don’t forget to drop Winfluence a rating or review on your favorite podcast app. Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter.
    Want to make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to jason@jasonfalls.com. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Regardless of how you ask it, I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you!
    Today's episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at jason.online/tagger.
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 39 min
    Is The Influencer Pay Gap Closing? And How Do We Tell?

    Is The Influencer Pay Gap Closing? And How Do We Tell?

    According to The State of Influencer Equity report from IZEA, black creators on average make more than white influencers. But find a black creator that thinks that’s accurate and you might be the first. In fact, other studies and surveys show the influencer pay gap through the filter of race is still very far from equitable. 
    But the influencer pay gap isn’t as simple as creators should be paid the same fee for the same work. Our world is not that easy.
    Yes, all things being equal, equal pay for equal work is right. But no influencer has the same amount of followers, the same level of content creativity, the same audience make up … no two creators or influencers are equal. So fair pay for the same work isn’t easy math.
    Still, we have to continue to talk about the issue so we can get closer to fair and equitable pay for all creators, regardless of … but also with respect to … race. 
    Latoya Shambo was a media buyer at an agency back in the mid-2010s. She had an idea to create a black blogger network, but at the time when blogs were losing their muster and platforms like Snapchat and Instagram were emerging. 
    She founded Black Girl Digital in 2016 and started building a network of influencers of color. It started as black women focused, but expanded to inclusivity involving men, LGBTQ+ creators, Asian influencers and others of color. 
    Shambo’s mission is to create opportunities for these creators … I’ll call them minority creators just as a broad label … but to create opportunities for them to monetize their content, build relationships with brands and yes, close that influencer pay gap.
    She deals with brands and creators every day. She sees the gap. She fights against brands who don’t pay influencers fairly. And she has some ideas on how we can all work together to rid the industry of this practice. 
    Shambo and I caught up recently after a whirlwind media blitz for her. She’s been featured recently on AdWeek, Bloomberg, Marketplace, Jezebel … But she stopped to chat with Winfluence and we’ll be all the better for it today on the show.
    This episode of Winfluence is presented by Tagger, a complete influencer marketing software solution. With it, you can find, prioritize, connect and collaborate with, measure and even pay the content creators you use for your influencer programs. Go to jason.online/tagger to get a free demo and see if Tagger is right for you.
    Also, LinkedIn has partnered with me to offer you a $100 advertising credit to get your message in front of the right kind of decision makers. Go to LinkedIn.com/winfluence today. 
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 34 min
    Creating Influence in the Middle East

    Creating Influence in the Middle East

    This is a special episode of Winfluence. I’m going to step aside and let you hear someone else guide a discussion about influence marketing.
    There’s another great show on the Marketing Podcast Network called The Endless Coffee Cup. Matt Bailey of Site Logic is the host of that show. He welcomes expert guests from all around the world on a variety of marketing and business topics.
    Matt and I have known each other since an event called Blogger Social back in 2008. He comes from the SEO segment of the marketing space, but he is an agency owner, an entrepreneur and all-around brilliant guy. 
    You should definitely subscribe to the Endless Coffee Cup podcast. Matt does a great job of dissecting the expertise of his guests. Which is why I wanted to share a specific episode of Matt’s show.
    Back in early February, Endless Coffee Cup featured Rashid Al Awadhi. He is leading the New Media Academy in Dubai. Its mission is to transform the Arabic region through digital skills and developing influencers. But, as Matt points out, it’s not the way most people think of influencers. It’s the way we tend to think of them here on Winfluence … as people with influence.
    Al Awadi and his team are working to develop people to change the region in areas of women’s rights, economics, sport, environment and more. 
    I was fascinated by the discussion. As you can probably tell, this is my kind of influence discussion. So I wanted to share it with you.
    A segment of Matt Bailey’s recent episode of the Endless Coffee Cup with Rashid Al Awadhi is coming up for you today on Winfluence. Of course, if you want to listen to the full episode or subscribe to Matt’s show, I’ll leave links to both in the show notes. Or, you can just search for Endless Coffee Cup on your favorite podcast app.
    I also want to touch on two fantastic supporters of Winfluence today. You’ve heard me talk about Tagger quite a bit on this show. That’s because they are our presenting sponsor. Tagger is complete influencer marketing software solution. I spent a couple of days with the Tagger team last week at the Influencer Marketing Show. And not only is it great software, but the team is just amazing to be around. 
    Pete Kennedy and his crew really do have the growth and best interests of you in mind when you’re a customer of Tagger. I’m not going to spend more time talking about the features. You know I use it. You should check it out too. It might be right for your brand or agency. Go to jason.online/tagger to get a free demo and see if Tagger is right for you.
    And, you may have hear me talking about LinkedIn Marketing Solutions before the show, or maybe during the breaks lately. That’s because LinkedIn has partnered with me to offer you a $100 advertising credit to get your message in front of the right kind of decision makers. I use LinkedIn advertising to target leads based on job description, company, seniority, industry and more. That means I’m not wasting advertising spend getting my message in front of people who aren’t my idea customer. You can do. Get started with a $100 ad credit just for listening to Winfluence. Go to LinkedIn.com/winfluence today.
    Don’t forget to drop Winfluece a rating or review on your favorite podcast app. You should pause and do it now so you don’t forget! Unless you’re driving. Then do it later, please. 
    Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at jason.online/subscribe. I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter. 
    Want to help make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Record a voice memo and send it via email … or just send a regular email … to jason@jasonfalls.com. I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of

    • 34 min
    A Deeper Dive into Gamers as Influencers

    A Deeper Dive into Gamers as Influencers

    We learned on a recent episode of Winfluence that we’re all gamers. If you play Wordle, or 2048 or Solitaire on your phone, you’re considered a gamer. When you think of the label that way, and filter that label through the lens of influence and influencers, a stereotype is shattered a bit, right?
    Gaming is a $250 billion industry. The demographic of a gamer isn’t what you think. The demographic of the gaming audience isn’t what you think, either. 
    One of the things about gaming I personally have had a hard time with about gaming is understanding why anyone would want to sit around and watch other people play games. But millions do. Whether they’re watching to learn game tips and secrets to get better, or just watching to be entertained, millions and millions of people do just that. 
    Because there’s an audience there, there are influencers. Some play their games for others to watch. Twitch has been built largely on the backs of these types of folks. But others create how-to videos and instruction and entertainment around games. Still others are creating content about the products and services around gaming, like controllers and peripherals.
    Gamers are also now teaching people about the Metaverse since virtual reality is second nature to them. Video games have offered VR options for years now. 
    There are all kinds of reasons to look to gamers as part of your influence marketing, even if you’re not a tech or gaming product company. 
    Jordan Mauriello is the managing partner at More Yellow, a branded content and gaming influencer management firm. He not only has a roster of gamers who create great content, but a team that helps brands navigate partnerships and creative content ideas to leverage relationships with gamers. 
    I took another step in my own efforts to educate myself on the gaming segment of our industry with a great chat with Jordan, who opened my eyes to even more nuances of gaming, partnering with gamers, brand success there and beyond. 
    I’m sure you’ll learn more as well.  
    Speaking of Learning More, if you haven’t downloaded The State of Content Mangement from Storyblok, get that while the getting is good. That free report is available to help you see how businesses just like yours are managing the content mess … creating it, distributing it and the like. Storyblok is a headless content management system and a new sponsor and supporter of this program via the Marketing Podcast Network. The report is a very useful survey of 515 businesses in the U.S. and Europe – companies just like yours – and how they are approaching content distribution through their digital channels in 2022. 
    I promise you’ll get some interesting insights and inspiration for your content management plans. That’s The State of Content Management Report from Storyblok. Just go to storyblok.com/winfluence for your free report. 
    Learn more about your ad choices. Visit megaphone.fm/adchoices

    • 39 min

Customer Reviews

5.0 out of 5
18 Ratings

18 Ratings

thewordxtheworldpodcast ,

A must-listen for content marketers

Winfluence has quickly bumped it’s way to the top of my favorite podcasts list. Jason’s insight and experience along with his ability to ask guests the right questions makes this podcast a valuable resource for anyone in the influencer marketing space. He seems to genuinely care about improving the industry. It’s the type of show that my wife and I have sought out for years. Great stuff!

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.

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