Behind the Numbers: an EMARKETER Podcast Behind the Numbers Special Edition: Finding Influencers and Measuring Impact in the AI Era
Feb 22, 2025
N’Yaisha Aziz, Global Social Media Lead at Uber, and Rodney Mason, Head of Marketing and Brand Partnerships at LTK, delve into the art of influencer marketing in the age of AI. They discuss the challenge of selecting the right creators and the importance of deep engagement within niche communities. The conversation touches on how authenticity is key in the creator economy, the booming investment in influencer partnerships, and the evolving significance of blogs and shareable content in social media strategies.
AI Snips
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Transcript
Episode notes
Diversification Strategy
- Diversify revenue streams beyond social media.
- Explore options like CTV, merchandise, newsletters, and more.
Uber's Holistic Partnership
- Uber partnered with climate activist Lauren Bash for a year-long sustainability campaign.
- The campaign included Reels, TikToks, a sustainability guide, and event correspondence.
CMO Priorities
- CMOs prioritize audience growth above sales.
- Creator content often outperforms branded creative due to higher believability.