How influencers are shaping popular culture with Vik Khagram of BCW Artwork

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

How influencers are shaping popular culture with Vik Khagram of BCW

November 11, 2020 • Scott Guthrie • Episode 11

Episode 11 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 Vik Khagram an Influencer Specialist at WPP-owned Burson Cohn & Wolfe (BCW).

In this episode we discuss:

BWC's broader view of influencers - those influential people including doctors, politicians and CEOs who sit alongside social-first Instagram famous to effect change
How influencer marketing toolkits can assist joined-up thinking required to span global geographic regions
How the rate of change is both a challenge as well as an opportunity for the influencer marketing industry
The importance of looking at an influencer's negative press as part of the vetting process
The importance of human insight combined with first-party data to make better decisions
Influencers as storytellers not as human billboards
The shift to working with influencers at the consideration phase of the sales funnel
How influencers are shaping popular culture
Why brands are thinking about not just who can I sell to but also who can I help and how
How to measure ROI
Working with the client to set clear campaign objectives and KPIs
How influencer marketing platforms have caused a Tinder-isation of the discipline
The rise of influencer unions
Importance of having a critical view when reading about the industry

👍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.