Winfluence - The Influence Marketing Podcast - Leveraging AI to Find Micro-Influencers

Leveraging AI to Find Micro-Influencers

08/01/22 • 32 min

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Winfluence - The Influence Marketing Podcast

We’ve gotten into a little bit of a pattern here on the show. Seems like every other interview or so is with some founder or executive at an influencer marketing software company. There are lots of reasons for that.

First, they’re anxious to mention their platform to you since they know the people who listen to WInfluence are interested in and often shopping for solutions to problems with influencer marketing. That makes this group of people easy interviews.

My goal in having them on the show is to certainly talk about their platform so you might have a good idea of something else out there, but then I try to dive deeper into their worldview, at least as it pertains to influencer marketing. We discuss and debate issues and such. That gives you more than just a veiled ad for their thing and helps us push the thinking.

By the way – no one pays to be interviewed on this show. The editorial part of it is just me deciding that person has something worth sharing and talking about. Sure, I’ve interviewed Pete Kennedy from Tagger, who is our show sponsor, and some folks from companies that sponsor the Marketing Podcast Network, of which Winfluence is a member, but being interviewed on Winfluence is not part of any ad buy for them. Just so you know.

Austin Rosenthal actually caught my attention recently by saying he didn’t agree with my conclusion from an earlier conversation. If you’ll remember back a few episodes we talked to Aaron Bruce of Posse.io. His platform allows brands to tap into an influencer’s audience by targeting advertising to them with the creator’s permission, but for a CPM payout to the influencer and no need for content creation.

My headline / conclusion on that episode was “Are we doing influencer marketing all wrong.” So Austin took issue.

It’s no surprise. Austin Rosenthal is the chief operating officer at Lionize.ai. It is an influencer marketing software platform in the traditional sense. You use Lionize.ai to search and discover, then engage and manage influencer campaigns. So I could see why he would object to me inferring that we might be doing influencer marketing wrong by not focusing on just ad buys against influencer audiences.

I welcomed the pushback and knowledge about Lionize.ai, but only if Austin would come on the show and explain both. So, a new tool and a little fun discussion is in order today on Winfluence.

This episode of Winfluence is presented by Tagger, a complete influencer marketing management solution. Try a free demo at jason.online/tagger today.

Learn more about your ad choices. Visit megaphone.fm/adchoices

My headline / conclusion on that episode was “Are we doing influencer marketing all wrong.” So Austin took issue.

I welcomed the pushback and knowledge about Lionize.ai, but only if Austin would come on the show and explain both. So, a new tool and a little fun discussion is in order today on Winfluence.

This episode of Winfluence is presented by Tagger, a complete influencer marketing management solution. Try a free demo at jason.online/tagger today.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Previous Episode

Getting Out of Your Influence Marketing Comfort Zone

I just returned from a short vacation with my children, Grant and Katie. We choose a city the kids haven’t been to each summer and go explore for four or five days. This year, we chose Denver, or the Denver area. We stayed in an AirBnB between Denver and Boulder. We spent a day in Golden, Colorado as well. Plus we drove up into the Rockies one day ... so it was far more than just Denver.

Now, I have been to Denver a few times in my life, as well as Salt Lake City. I even drove from there to Logan, Utah once. So I’ve seen the Rocky Mountains up close before, but I had never really gotten off the main roads and explored.

Last Monday, the kids and I spent the morning in Boulder, walking up and down Pearl Street. After lunch we headed west out of town up into the Rockies. If you’ve never done so, you should. The majesty of these enormous formations is humbling.

About halfway up the first mountain, we pulled off to hike up to Boulder Falls. Now, for those of you who are familiar, I realize the word “hike” is relative. It’s only about a 200-yard walk on a gravel path down off the road, then up the side of the valley so you can peak around the bend and see the waterfall full on.

But for those of you who aren’t familiar with me, let’s just say I’m not a hiker. In fact, I had back surgery a month ago, so even the task of walking up the rocks 200 yards was risky. I’m admittedly not active ... and horrifically out of shape. But I wanted to do this for and with my kids, so I jumped out of my comfort zone and made the trek.

It might have been the most important thing I’ve done in years.

Standing there on the side of a Rocky Mountain valley, admiring the natural beauty of powerful rushing water that carved out an escape out of the hills to the babbling brook below, feeling the cool mountain wind on my slightly sunburned face, and watching the wonder and joy in my children’s eyes as they, too saw this amazing little slice of heaven, I felt an overwhelming sense of both gratitude and disappointment.

I was grateful I chose to step outside my comfort zone. I was disappointed I had waited so long to do so.

The rest of our trip I spent contemplating the opportunities I’d passed up just wanting to not be uncomfortable. And from a physical health standpoint, how the 49 years of wanting to be comfortable has made me just the opposite. I joke about my weight and laugh it off in masterful self-effacement. But I’m now uncomfortable being me.

It’s time to get out of my comfort zone in other ways.

Today on Winfluence, I’m going to share with you what getting out of your comfort zone can mean for you. Whether you’re a business owner hoping to leverage influence marketing, an agency or service provider helping other businesses do the same, or a creator or influencer yourself.

We’re going to instigate some change. We’re going to make ourselves uncomfortable. But trust me, when you do so ... it’s worth it.

This episode of Winfluence is presented by Tagger, a complete influence marketing software solution. Check them out for a demo today at jason.online/tagger.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Next Episode

Building Smart Influence Approaches While Instagram Changes its Algorithms

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Instagram is changing its algorithm and user experience. Kylie Jenner isn’t happy about it. She once critically wounded Snapchat by saying she never goes there anymore. Now she’s created a PR issue for the platform. But the changes to Instagram go far beyond pissing off a Kardashian.

Instagram is now outwardly saying video is better. They’re prioritizing it over the their heritage approach of photography. They’re also testing features that are much like TikTok. This is largely because TikTok is beating them at the game of creating stickier user experiences. Instagram can’t continue to dominate the social media platform usage among a certain population if the Joneses have built a better mousetrap. So they have to keep up.

And these changes change the way influencers and creators have to approach their roles. It also changes the way brands need to think about influencers.

Katie Stoller has been watching the algorithm changes, and Kylie Jenner’s reaction, along with the rest of us in the space. She’s an influencer marketing and public relations consultant and pro. I invited her to come on the show to talk about the layered complexities of the influencer space, how to design the right solutions for brands and clients when its hard to know what size influencer, what type of creator, what type of content and such will work.

But I invited her to do that the week the Kylie Jenner re-post of a meme begging Instagram to let Instagram be Instagram, so our conversation had to include both.

Katie is of like mind. She’s a public relations pro by trade, even worked at some of the major PR firms over the years. She’s currently handling influencer marketing for Fiat Growth, a Silicon Valley based investment and growth company largely in the FinTech space.

Our conversation will be very useful for those of you on the brand and agency side to better understand the complexities of building smart influence approaches, but then we’ll also get into this Instagram UX and algorithm discussion. Katie was the guest, but she asked me a few questions and I jumped out of character a bit to wag my finger at some folks.

An entertaining discussion is here for you today.

This episode of Winfluence is presented by Tagger, a complete influence marketing software solution. Check them out for a demo today at jason.online/tagger.

A full show transcript is available at https://jason.online/katiestoller.

Learn more about your ad choices. Visit megaphone.fm/adchoices