The Evolution of the Creator Economy from Attention to Insights with Jamie Ray

Feb 7, 2025

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How do you turn brand interactions on social platforms into moments that feel personal, meaningful, and community-driven? Jamie Ray, founder and CEO of Buttermilk, knows the secret lies in nurturing the bond between brands and their biggest fans. In this episode, we dive into how Buttermilk prioritize community-first engagement, helping brands create authentic relationships that go beyond transactions. From amplifying brand love to fostering deep connections, Buttermilk’s approach proves that when brands invest in their fans, the impact is both powerful and lasting.

Full Episode Details

Jamie joins this episode of Social Pros to share how Buttermilk is redefining influencer marketing by putting communities first. He dives into why building strong, lasting connections between brands and their most loyal fans is so important—and how Buttermilk helps brands nurture those relationships in meaningful ways.

With TikTok facing a possible U.S. ban, Jamie unpacks what this means for creators and brands, offering insights on how to pivot, protect communities, and stay ahead of platform changes. He also explores the rise of AI influencers, why human connection will always reign supreme, and whether influencers could soon take on the role of creative directors for brands.

Social moves fast, and brands that truly understand their audiences win. Jamie explains how Buttermilk helps brands move beyond transactional influencer marketing to create authentic, long-term engagement that keeps communities thriving.

In This Episode:

2:02 - Large shifts in the influencer space over the last decade, from just a few big influencers to thousands of micro influencers
5:39 - Buttermilk being community first and finding tastemakers in communities
8:05 - How Buttermilk nurtures and grows the relationship between brands and their fans
10:25 - How Jamie advises his clients to get customer insights from their biggest fans
12:33 - The beginning of Jamies' career and the origins of Buttermilk
16:38 - Not getting hyper-fixated on trends in 2025
19:42 - Thoughts and advice on the future of TikTok
22:22 - The flaws of AI influencers in social, and the Gen Z hunger for more real life experiences
24:40 - The democratization of creativity in marketing teams and brands
29:56 - Jamie’s advice for aspiring social pros

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