Cameo, the tech company that prioritized creators and celebrities, had a successful influencer marketing strategy. They understood the importance of building relationships with influencers and dedicated a significant portion of their team to talent outreach and support. They also leveraged user-generated content, such as reaction videos, to promote their platform and attract more users. This approach proved effective in the B2C space, and now there is a growing trend of B2B influencer marketing. Building owned media channels and leveraging AI tools can help companies establish their presence and reach their target audience more effectively. The future of marketing lies in owning the raw materials, such as data and AI models, and building a strong audience base to drive growth.

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(00:02:07) Cameo's success in influencer marketing was due to their dedicated talent outreach and relations team, which helped them meet the needs of busy celebrities and influencers.

(00:08:30) Creating viral reaction videos of celebrities on Cameo was a powerful marketing tool that generated organic interest and drove user engagement.

(00:19:25) Building an owned audience is crucial for successful influencer marketing, as it provides a trustworthy reputation and a direct channel to reach potential customers.

(00:30:27) The future of influencer marketing lies in B2B influencers, where executives and directors can leverage their personal brands to drive company growth and internal influence.

(00:36:45) The closer a company is to owning the raw materials or original work product, the stronger their competitive advantage and moat in the AI industry.

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Episode 36 - Mike Clelland - Owls, Synchronicity and the UFO Abductee