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.
30:39
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Quick takeaways
- Brands are now prioritizing platform-agnostic influencers to build lasting community engagement amidst the shifting social media landscape.
- The integration of AI in marketing strategies is enhancing creative collaboration with influencers while ensuring that authenticity and trust remain key focuses.
Deep dives
Finding the Right Influencers in a Shifting Landscape
Brands are adapting their approaches to discover and collaborate with influencers due to recent changes in the social media landscape. TikTok's unpredictable status and Meta's adjustments have led to brands seeking influencers who are platform-agnostic and resilient in evolving environments. For instance, Uber's social media lead emphasizes the importance of engaging with creators who have cultivated loyal communities that span multiple platforms rather than relying solely on transient trends. This strategy involves a deeper search into niche communities and organic engagement, ensuring that marketers find creators who can maintain their influence regardless of platform instability.
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