
The Tech Strategy Podcast
Porter's Five Forces and Why You Shouldn't Be an Influencer / KOL (220)
Sep 6, 2024
Michael Porter, a renowned strategist and creator of the Five Forces framework, discusses the nuances of influencer marketing. He breaks down the challenges influencers face in a competitive digital landscape, emphasizing sustainability. The conversation also highlights the importance of content and customer engagement in building loyalty. Furthermore, Porter shares a memorable encounter with whale sharks, drawing parallels between nature and the influencer industry, and suggests a Netflix series that explores these dynamics.
33:42
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Quick takeaways
- Becoming an influencer is highly challenging, with a 90-95% failure rate due to fierce competition and fleeting consumer attention.
- The integration of influencer marketing within a broader business strategy is crucial for sustaining revenue amidst changing consumer engagement dynamics.
Deep dives
Challenges of Being an Influencer
Becoming an influencer is a difficult endeavor, often compared to landing a starring role in a hit television series. While many aspire to be influencers, most will struggle, with an estimated 90-95% failing to gain traction. The precarious nature of this career, akin to fleeting fame in acting, makes sustaining success even harder as most influencers have a short lifespan. This reality highlights the challenges of relying solely on influencer status, suggesting a more viable approach is to integrate influencing as a component of a broader business strategy.
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