The Influencer Marketing Lab

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.

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The Influencer Marketing Lab

Exploring Gifta: the brand-to-influencer gifting logistics company

April 22, 2021 • Scott Guthrie • Episode 26

Episode 26 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 friend-of-the-show Mark Dandy. Mark talks about Gifta. His company which makes it easy for firms to pair up their brands with the most appropriate influencers for gifting outreach campaigns. Think of it as Birchbox meeting an influencer haul.

Apologies for the sound quality Mark sounds as though he's recording whilst taking a bath. He does assure me he isn't.

In this episode we discuss:

The idea behind the brand-to-influencer gifting logistics company
The tips and tricks used to increase the likelihood of an influencer producing content around the gifted product
How these efforts yield an influencer post rate of 85% and above against an industry norm of between 60% and 70%
How ROI is tracked on gifted programmes

Shifting gears we then examine a recent PR Week article based on a report which claims: more than half of Instagram influencers 'engaged in fraud', with 45% of accounts 'fake'.

We ask: does commenting on friends' posts make you complicit in an engagement pod?
Is machine learning sampling representative?
And, Is blacklisting an influencer who years ago once bought followers the equivalent of placing them on Santa's naughty step Infinitum

Check out the Influencer Marketing Lab website 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.