How AI Influencers Are Eroding Trust & What Really Works Instead | Luke Yarnton

In this eye-opening episode of the eCommerce Podcast, host Matt Edmundson chats with Luke Yarnton from The Rave about what might be the "most ridiculous idea" currently trending in influencer marketing: AI-generated influencers. This thought-provoking conversation explores why authentic human connections trump artificial endorsements and reveals how brands can build powerful ambassador armies from their existing customer base.

Contrary to popular approaches focusing on mega-influencers, Luke shares data-backed insights on why nano and micro-influencers consistently outperform their larger counterparts. The discussion offers practical strategies for creating authentic engagement with influencers who genuinely love your products, rather than pursuing expensive partnerships that yield diminishing returns.

Perhaps most valuable is the revelation about incentive psychology - with Luke sharing a surprising insight about what motivates customers to create content that could transform your approach to building brand advocates.

Key Takeaway: The Psychology of Incentives

Luke shares a game-changing insight about incentivising customers to create content: offering a partial refund on a recent purchase dramatically outperforms direct cash incentives of the same value. For example, offering a 20% refund on a recent purchase generates significantly more content than offering a flat $20 payment. This simple shift in framing transforms how customers perceive the request and could revolutionise your approach to generating authentic user content.

I wonder if this taps into the psychology of getting something back rather than earning something new? Does it feel less transactional and more like a reward for being a loyal customer?

Discover more strategies for authentic influencer marketing on our website.

Resources

Guest & Company

• Luke's email - luke@therave.co
• The Rave - https://therave.co/home

eCommerce Podcast Ecosystem

• eCommerce Cohort signup (free monthly calls for eCommerce entrepreneurs) - https://www.ecommerce-podcast.com/cohort
• Matt's LinkedIn Profile - https://www.linkedin.com/in/mattedmundson/
• The eCommerce Podcast Newsletter for show notes and extra insights - https://www.ecommerce-podcast.com/subscribe