Chris Stokel-Walker discusses his new book: TikTok Boom 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.

All Episodes

The Influencer Marketing Lab

Chris Stokel-Walker discusses his new book: TikTok Boom

July 22, 2021 • Scott Guthrie • Episode 33

Episode 33 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 Chris Stokel-Walker, technology journalist and author of TikTok Boom: China’s Dynamite App and the Superpower Race for Social Media - which is published today - provided, of course, you're listening to this podcast on upload day 22 July 2021.

In this episode we:

Compare TikTok's disruption of the social media space with that of Apple's disruption of the smartphone industry when it launched the iPhone back in 2007.
Talk algorithms pitting TikTok's ‘content graph’, against the industry-pervasive ‘social graph'
Ask whether TikTok's headline sponsorship of this year's Vidcon signifies anything greater than just switching up lanyard colours for conference goers
Consider TikTok as a music discovery channel
Talk TikTok and geopolitics
I ask Chris if he still has a downer on influencer marketing

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.