Today I talked Gordon Glenister about his new book Influencer Marketing Strategy: How to Create Successful Influencer Marketing (Kogan-Page, 2021)
Gordon Glenister is the Global Head of Influencer Marketing for the Brand Content Marketing Association. He’s also the host of the Influence podcast, and was formerly the Director General of the British Promotional Merchandise Association for over a decade.
Why are 77% of influencers female, and are so young (averaging 28 years of age)? Part of the answer may be that women rarely attract venture capitalist funding and yet are the majority of buyers in most categories. So they are close to the action of what’s going on commercially without being invited to partake. Their response has been to become, in effect, not only their own brands but their own media companies. In the process, they challenge and may replace to a degree both advertising agencies and traditional retailers as they help companies reach committed, niche audiences that aren’t necessarily small at all. This episode covers those topics, and more. The degree to which trust has leached from companies and moved over to more authentic influencers is one key. Another is that companies would be wise to consider employees as brand advocates, i.e. internally-based influencers in their own right.