Skip to main

How Influencers are Protecting Their Right to Get Paid

Authors: Todd Berkowitz Erin Bury
Posted Under: Influence Pros Podcast
About Influence Pros Podcast:

Influence Pros is the weekly show where professionals learn about case studies and success stories in the fast-growing world of influencer and advocate marketing. Hosted by Heidi Sullivan of Cision and Julianna Vorhaus of TapInfluence, the show chronicles how B2C and B2B companies are working with online influencers and customer advocates to grow reach, engagement, and conversions. View all shows—including free downloadable resources—at

Erin Bury, Managing Director of 88 Creative, joins the Influence Pros Podcast to talk about the advantages of leveraging existing communities and how influencer marketing has shifted more into the realm of paid digital marketing.

Erin Bury_InstagramGotta Get Those Benjamins

You enjoy getting paid for your work, right?
So do influencers. Erin Bury is adamant that influencer marketing has entered into the paid digital media space and should be compensated for accordingly. She also believes that pulling from pre-existing relationships and cultivating advocate marketing are key to successful digital media strategies.
88 Creative is a Toronto-based creative communications agency that specializes in digital marketing, public relations, and design. They work with clients in the e-commerce, real estate, and lifestyle industries to start, enhance, or grow their brand and their online marketing efforts.

In This Episode

  • Why influencers expect and should get paid for their work
  • How to leverage pre-existing relationships for your brand
  • Why different regulations affect influencer marketing in Canada
  • How advocate marketing is going to be the next big wave in influencer marketing
  • Why it pays to pay attention to the “power middle”, or niche influencers, over celebrities


Quotes From This Episode

“The reason that you’re using influencer marketing is not just because you want to sell products, it’s because you also want to build up a story and associate the right people with your brand.” —@erinbury
“Influencer marketing isn’t just about straight conversions and ROI, it’s also about aligning yourself with tastemakers in your industry and getting on the radar of people in your target audience.” —@erinbury
“Any influencer campaign—in order for it to be successful—needs to be in the voice of that specific influencer.” —@erinbury

“I think advocate marketing goes hand-in-hand with influencer marketing, and advocate marketing, to me, is going to be the next big wave. It’s going to be, ‘How do we tap into our superfans? How do we find them, how do we engage them, and how do we get them to influence people, instead of just the high-profile social influencers that we know are going to talk about our brand online?’” —@erinbury

“The easiest way to build up an audience and drive buzz is to tap into existing communities.” —@erinbury



Would You Rather

Would you rather live one life that lasts 1,000 years, or 10 lives that last 100 years?
Definitely, 10 lives that 100 years. Because I’ve read “Tuck Everlasting” and being alive for 1,000 years straight would be pretty horrible when all of your friends and family die every 80 years.
Would you rather have a dragon or actually be a dragon?
Definitely, have a dragon. Because I feel like, you think a cat chewing through a bag of pet food is cool? What’s cool is riding my dragon to work every day.
Would you rather be stuck in a snowsuit in the Sahara Desert, which you cannot get out of the snowsuit, or be stuck naked in the Antarctic?
Definitely, the snowsuit option. Because anyone who knows me well knows that I love being warm and I hate being cold, and I’d rather be in the snowsuit 1,000,000%.

Join the Social Pros LinkedIn Community

Join a community of real social pros doing social media on LinkedIn. Receive all the inspiration and ideas straight to your feed and add your thoughts to the conversation.

Follow Social Pros on LinkedIn

Subscribe to Social Pros Podcast

b2b influencer