In this episode, host Brianna Doe interviews Nathan Jun Poekert, a CMO advisor, brand marketing consultant, and content director. They discuss the state of influencer marketing, optimizing for social media search, and how brands can approach influencer partnerships effectively.

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Best Moments:

(01:22) Nathan reflects on the early days of influencer marketing and shares his excitement about its growth and integration into media budgets

(03:25) Influencers being the first touchpoint for brand discovery, emphasizing the importance of social search engine optimization (socio)

(06:20) How brands can optimize their content for social media search

(12:16) Nathan shares his criteria for accepting sponsored opportunities, prioritizing creative freedom and authentic alignment with brands he actually uses

(20:27) Stressing the importance of identifying the right influencers for a brand's specific content and messaging rather than solely focusing on reach and engagement

(31:35) Explaining the lack of senior influencer marketing leadership roles and predicting the industry's evolution

(39:07) Delving into the credibility of thought leadership content, emphasizing the importance of considering the source and sample sizes when evaluating industry reports and statistics

(41:15) Discussing the implications of the potential TikTok ban and advising brands to continue their efforts on the platform for the time being

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Guest Bio:

Nathan Jun Poekert is a CMO advisor, brand marketing consultant, and content director with over 16 years of experience in brand marketing. He has worked with major brands like American Eagle, Clairs, BMW Group, Starbucks, and more, helping them reimagine their brand strategy, organic social, paid social, influencer, creator, and content production practices.

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The Secrets to Thriving Creator-Brand Partnerships

If you aren’t asking actual creators what they value when it comes to things like compensation, communication preferences, and other factors that lead to long-term relationships with creators, you need to start immediately.

Thanks to impact.com (who sponsors this podcast), you can get this feedback for free from The Secrets to Thriving Creator-Brand Partnerships, a research report they created with the help of Adweek.

To download the full report, go to http://impact.com/lp/bri to figure out how you can better collaborate and partner with creators you’re working with!