It's a Matter of...Earned: Unleashing the Power of Influence
Today’s episode of Earned might sound a bit different…that’s because it is! This week, we wanted to share Conor’s conversation with BeautyMatter founder and CEO Kelly Kovack from her own podcast, “It’s a Matter of…” This time, it’s a matter of “Earned.”
To start the show, Conor shares the origin story for Tribe Dynamics, which he co-founded nearly a decade ago at the forefront of the influencer marketing boom. Kelly and Conor reflect on how the space has accelerated since then to become a $100 billion industry, and Conor unpacks a few of the “new rules” governing the relationships between brands, creators, and social media platforms. Conor also offers advice to small brand startups around building successful, sustainable influencer marketing programs. Kelly and Conor then explore how influencer marketing has shifted from a side task for interns to a sophisticated area of focus for many brands, and Conor reveals the most important influencer KPIs brands should be measuring. The pair also discuss TikTok’s takeover, and how other social platforms are attempting to compete. To end the show, Conor shares the influencer marketing trends currently on his radar, and gives his thoughts on the metaverse.