Exploring the Evolving Role of Influencers in E-Commerce

In this episode of The ASOM Pod, hosts John Roman (CEO of BattlBox), Amer Grozdanic (CEO of Praella), Bryan McDonald (Director of eCommerce at Oma's Pride), and Jimmy Kim (CEO of eCom Email Marketer & Founder of Sendlane) break down the evolving world of creators and influencers—and why follower count isn’t everything. They explore the key differences between creators, influencers, and affiliates, with a spotlight on how aligning with individuals who genuinely vibe with your brand's mission can deliver better ROI than chasing big names.

The conversation dives into real-world examples, including how Mr. Beast blurs the lines between creator and influencer and how Domino’s Pizza rebuilt its reputation by owning its flaws. The hosts also unpack why creators with strong communities and organic reach often drive more engagement, plus what this means for brands looking to level up their influencer marketing game. Spoiler alert: Micro-influencers might just be your brand’s MVPs

What You’ll Learn:

• Why micro-influencers often deliver more engagement and ROI than mega-influencers
• The differences between creators, influencers, and affiliates—and why it matters
• How creators are turning their communities into thriving brands
• The importance of building genuine partnerships and long-term relationships
• Practical tips for brands entering the influencer marketing space
  

This episode is packed with insights and actionable advice for eCommerce brands, marketers, and founders who want to leverage the creator economy to build lasting connections with their audiences._______
Big shoutout to our sponsors who make this podcast possible!

Omnisend — With 125,000+ eCommerce merchants, Omnisend is the all-in-one email & SMS marketing platform built to deliver seamless, personalized experiences with ease. Learn more at https://www.omnisend.com/

Nacelle — Transform your eCommerce store with AI-powered product recommendations that understand your customers’ actual behaviors, not just their purchases. Learn more at https://www.nacelle.com

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00:00 Teaser Trailer

01:17 Podcast Intro and Hosts

03:30 Diving into the Creator Economy

04:12 Defining Influencers and Affiliates

05:48 The Rise of Creators

15:03 Collaborations and Brand Partnerships

21:21 Creators Shifting to Product Sales

22:00 Building Community Before Product

22:22 Licensing vs. Building Brands

23:06 Challenges of Scaling for Creators

24:18 The Importance of Distribution

25:34 Micro vs. Mega Influencers

33:09 Advice for Brands Entering Influencer Marketing

39:57 Guess That Business Game

43:02 Episode Wrap-Up 

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Follow Jimmy Kim at: 

X:  https://www.twitter.com/yojimmykim 

Linkedin:  https://www.linkedin.com/in/yojimmykim

IG: https://www.instagram.com/@yojimmykim 

Tik Tok: https://www.tiktok.com/@yojimmykim

Follow Bryan MacDonald at:

X: https://www.twitter.com/bryanomaspride

LinkedIn: https://www.linkedin.com/in/bryan-macdonald-ct

IG: https://www.instagram.com/@anythingbutasalad

Tik Tok: https://www.tiktok.com/@anythingbutasalad

Follow John Roman at: 

X: https://www.twitter.com/@JohnMRoman

Linkedin: https://www.linkedin.com/in/john-roman/

IG: https://www.instagram.com/@johnnyromes

Tik Tok: https://www.tiktok.com/@johnmroman

Follow Amer Grozdanic at: 

X: https://www.twitter.com/@AmerGrozdanic

Linkedin: https://www.linkedin.com/in/amer-grozdanic

IG: https://www.instagram.com/@amergrozdanic

Tik Tok: https://www.tiktok.com/@amergrozdanic

Contact us at hello@asompod.com for sponsorships, appearance requests, interviews, or general information!