HBR IdeaCast

The Ins and Outs of the Influencer Industry

Feb 28, 2023

In this engaging discussion, Emily Hund, a researcher from the University of Pennsylvania and author of "The Influencer Industry," dives into the fascinating world of online influencers. She explores how the Great Recession spurred creativity and shaped digital entrepreneurship. Hund addresses misconceptions about influencers, emphasizing their authenticity struggles and the importance of diversity. Plus, she offers valuable insights for brands and startups looking to leverage influencer marketing effectively, all while navigating the evolving social media landscape.

30:45

Creator website

Episode guests

Emily Hund

AI Chapters

Episode notes

Intro

2min

The Rise of Influencers: Origins and Evolution

11min

Navigating Influencer Marketing

7min

Influencer Marketing for Startups

4min

Navigating the Influencer Landscape

6min

Navigating the Influencer Landscape: Insights for Consumers

3min

Online influencers are an increasingly important way for companies to find new customers and drive sales. Whether you're a marketer who wants to more effectively use social media or a consumer targeted by influencer content - in good ways and bad - you'll benefit from better understanding how the industry works. Emily Hund, researcher at the University of Pennsylvania, explains that it was born from not only increased connectivity but also Great Recession job cuts which forced people in creative fields to innovate. She argues that these are entrepreneurs who now have an impact on many different sectors of the economy and offers advice for both them and the brands wanting to develop better influencer marketing strategies. Hund is the author of the book The Influencer Industry: The Quest for Authenticity on Social Media.

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