313 - The Evolution of Influencer Marketing with Ryan Roth, from Peter Thomas Roth

It feels like influencers have been around forever: from QVC presenters to modern TikTok UGC creators, we’re surrounded by them all the time. But there’s still lots to learn about where influencer marketing could go in the future. 

Ryan Roth is the Assistant Manager of Social Media and Influencer Marketing at Peter Thomas Roth Clinical Skincare, a brand that’s in the highly competitive skincare market. With the help of Dr. Oz and some creators online, the brand went viral and Ryan had a realization: influencers are salespeople.  

The key to growth and buzz? Seeding. It’s the fastest, cheapest way, especially for Peter Thomas Roth’s products. 

Also, let’s talk about TikTok shop. It may seem daunting at first because everyone’s using it, but it actually helped their brand sell hundreds of thousands worth of product by being a first mover in that space. How can you cut through the noise and be successful?

And, how do you vet influencers for your brand? Why does packaging matter when you send items to your influencers? 

If you’re a marketer who wants to scale via influencer marketing, this is the episode for you. 

Follow Ryan:

LinkedIn: https://www.linkedin.com/in/ryan-roth-7b4820146/

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YouTube: https://www.youtube.com/@themarketingmillennials/featured

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com