Podcast: The Influence Economy | The Drum

Influencers are big business. They’re increasingly recognized as genuine change-makers by mainstream media, and they collectively make up one of the fastest-growing marketing channels.

The industry around them is increasingly specialized and wide-ranging. From a panel reflecting the breadth of that industry, we’ll ask: what are the most exciting corners of that industry right now, and where’s the smart work heading?

To discuss all that, senior tech reporter Chris Sutcliffe is joined by:

  • Robbie Murch, founder, Bump agency

  • Kineta Kelsall, senior director of training (social media), Jellyfish

  • Bea Iturregui, VP of brand partnerships, Cycle (Wasserman)

The panel discusses the following, to provide a holistic look at the influence economy in 2022.

  • What does the influencer-agency-client relationship look like in 2022?

  • To what extent do micro-influencers with relatively small audiences fit into clients’ priorities – or do they solely focus on the biggest influencers?

  • Does the marketing industry expect influencers to be across all social platforms, or is it fine for them to only have one core platform?

  • From which platforms and emerging trends should we expect to see the next big influencers?

  • What is the best piece of creative influencer you can think of from the past few years?

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Jellyfish is a marketing performance company for the platform world, where success demands a creative, multi-platform mindset. We help brands thrive, by navigating, connecting, and harnessing the platforms that drive growth.

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Wasserman is a global sports, entertainment, and lifestyle marketing agency with expertise in creating connections between brands, properties, talent, and consumers.

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Marketing agency with a unique approach to understanding and communicating to Gen Z through music. From Kanye to Kickers, we help brands, agencies & labels understand where they sit in youth culture, and help translate your brand culture into Gen Z currency.

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