EP 127: Why CFOs Keep Killing Influencer Budgets

And you can't start a session without, um, first explaining what the hell influencer marketing is.

Um, some people will have done loads, some people won't.

So what, how is it described? It is the strategic use of trusted individuals, big word there, trust, to shape audience perception, behavior, and purchasing decisions.

So it's not just promotion, it's not just awareness, and it's not just reach.

It's not about renting attention.

It's about borrowing trust.

So basically, if you follow anybody out there, there'll be people that you really respect.

Somebody I really respect in terms of, uh, health is this guy called Gary Brecka, who I watch a lot of his videos because he's often not trying to sell you anything.

He's just gives recommendations on the data, and it's, it's about that.

I trust his opinion because he gives it an independent view, although he has started selling some products, which they all do, obviously.

Um, and it is an evolving discipline.

So like I said before, we did, we've done these events, right, um, and we're going to be doing some, uh, a real life event later this year, which we'll be revealing.

We'll be coming around the UK.

But, um, this, we've been doing events right from back in the beginning.

So it started, um, in social media really.

So social media, I, I- Worked on one of the first campaigns for bloggers, blogger relations when you couldn't Google a blogger.

Um, and bloggers and celebrities was two-- twenty ten to twenty sixteen.

I'd say bloggers was actually two thousand upwards.

You know, before-- that was predates, um, Facebook and the Facebook and everything.

And that was all about getting people, bloggers, to review a product.

So I, I used to work for Sony Ericsson.

We got them to re- the tech bloggers to review, uh, the new prototype phone, which had...

You slid the phone out, and it was a keyboard.

And everyone was like: Wow, there's a keyboard on a phone, before smartphones.

Seems weird now, but there you go.

And you can't start a session without, um, first explaining what the hell influencer marketing is.

Um, some people will have done loads, some people won't.

So what, how is it described? It is the strategic use of trusted individuals, big word there, trust, to shape audience perception, behavior, and purchasing decisions.

So it's not just promotion, it's not just awareness, and it's not just reach.

It's not about renting attention.

It's about borrowing trust.

So basically, if you follow anybody out there, there'll be people that you really respect.

Somebody I really respect in terms of, uh, health is this guy called Gary Brecka, who I watch a lot of his videos because he's often not trying to sell you anything.

He's just gives recommendations on the data, and it's, it's about that.

I trust his opinion because he gives it an independent view, although he has started selling some products, which they all do, obviously.

Um, and it is an evolving discipline.

So like I said before, we did, we've done these events, right, um, and we're going to be doing some, uh, a real life event later this year, which we'll be revealing.

We'll be coming around the UK.

But, um, this, we've been doing events right from back in the beginning.

So it started, um, in social media really.

So social media, I, I- Worked on one of the first campaigns for bloggers, blogger relations when you couldn't Google a blogger.

Um, and bloggers and celebrities was two-- twenty ten to twenty sixteen.

I'd say bloggers was actually two thousand upwards.

You know, before-- that was predates, um, Facebook and the Facebook and everything.

And that was all about getting people, bloggers, to review a product.

So I, I used to work for Sony Ericsson.

We got them to re- the tech bloggers to review, uh, the new prototype phone, which had...

You slid the phone out, and it was a keyboard.

And everyone was like: Wow, there's a keyboard on a phone, before smartphones.

Seems weird now, but there you go.