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Growthmates: Create and Grow Meaningful Products & Careers

Notion’s Way to Influence Millions | Lexie Barnhorn (Anthropic, ex-Notion)

Apr 1, 2025
Lexie Barnhorn, former Head of Social and Influencer Marketing at Notion, shares her journey from Ohio to Silicon Valley. She reveals how she launched viral campaigns like "Notion Faces" and infused pop culture into B2B marketing. Lexie discusses practical influencer marketing tips for startups and addresses the importance of mental health in high-stress roles, including her innovative use of AI for emotional support. She also explores future trends in the creator economy, emphasizing the need for authenticity in influencer collaborations.
01:02:27

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Quick takeaways

  • Authenticity in influencer marketing is crucial, as allowing influencers to share their genuine experiences enhances consumer trust and engagement.
  • A successful marketing strategy blends both large and niche influencers to maximize reach while ensuring authentic messaging resonates with diverse audiences.

Deep dives

The Impact of Authenticity in Influencer Marketing

Successful influencer marketing hinges on allowing influencers to communicate with their own voice rather than following a strict script. It is crucial for brands to provide influencers with talking points while encouraging them to share their genuine experiences with the product. This approach enhances authenticity and builds trust with consumers, making them more likely to engage with the brand. Authentic content resonates better with audiences, leading to higher engagement rates and lasting impressions.

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