Episode 59: Behind the Creator Boom

On this episode of the Marketing Moves podcast, we interviewed Lindsey Gamble, an Influencer Marketing & Creator Economy Consultant and Advisor, recognized as a LinkedIn Top Voice in the Creator Economy. Lindsey shares his journey to becoming a prominent industry expert, with insights from his time at Mavrck (now Later). The discussion explores the evolution of influencer marketing, the rising importance of creators in both B2B and B2C strategies, and Lindsey’s tips for building a standout LinkedIn presence. They also tackle hot topics like TikTok’s regulatory hurdles and the transformative potential of AI in the creator economy. Tune in to learn how brands can forge authentic creator partnerships, diversify marketing strategies, and navigate the ever-changing digital landscape.

During his tenure at Mavrck, Lindsey witnessed the shift in influencer marketing from simply getting creators to post content to focusing on engagement rates and ROI. He emphasizes the importance of adapting to new platforms and formats, such as Instagram Stories and TikTok, to stay relevant in the ever-changing social media landscape.

Lindsey's LinkedIn strategy involved consistently sharing valuable content and offering unique perspectives on the creator economy. He leveraged various formats, including native posts, newsletters, and videos, to engage his nearly 12,000 followers. His approach highlights the significance of providing authentic content that resonates with the audience.

Traditionally, influencer marketing has been associated with B2C brands. However, the emergence of B2B creators, particularly on LinkedIn, has opened new opportunities for brands. Lindsey explains that B2B creators can offer valuable insights and help brands build trust with their target audience. The key difference between creators and influencers lies in their audience; influencers focus on building a following, while creators produce digital content with specific goals.

The uncertain future of TikTok, with potential bans and legislative challenges, poses significant implications for the creator economy. Lindsey advises brands to diversify their content strategies and not rely solely on one platform. He suggests exploring other platforms like YouTube, which offers robust monetization opportunities and SEO benefits.

Leveraging Influencer Marketing

• Identify the Right Influencers: Use influencer platforms, CRM data, and direct outreach to find influencers who align with your brand values and audience demographics.

• Focus on Authentic Content: Collaborate with influencers who genuinely believe in your product to create authentic, user-generated content.

• Measure Effectiveness: Track metrics such as engagement rates, ROI, and brand awareness to evaluate the success of your influencer campaigns.

• Diversify Platforms: Avoid putting all your eggs in one basket by leveraging multiple social media platforms to reach a broader audience.

Embracing B2B Creators

• Highlight Expertise: B2B creators can provide thought leadership and industry insights that resonate with professional audiences.

• Build Trust: Use creators to foster trust and credibility by showcasing authentic experiences and reviews.

• Engage Through LinkedIn: Leverage LinkedIn's professional network to connect with potential B2B creators and expand your reach.

Preparing for TikTok's Uncertain Future

• Diversify Content Strategy: Invest in platforms like YouTube and Instagram to ensure your content reaches a wide audience.

• Stay Informed: Keep up with legislative changes and platform updates to adapt your strategy accordingly.

• Focus on SEO: Utilize YouTube's search capabilities to enhance discoverability and drive long-term engagement.

The creator economy offers immense opportunities for brands willing to adapt and innovate. Lindsey Gamble's insights underscore the importance of authenticity, diversity, and strategic planning in influencer marketing. By leveraging both technology and human creativity, brands can navigate the dynamic world of creators and influencers to drive engagement and achieve predictable ROI.