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Why Influencers Are a Brand’s Best Friend

Posted Under: Social Pros Podcast
New Social Pros Cover Image
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Follow Social Pros on LinkedIn.

To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Anthony Yepez, SVP of Brand Strategy & Marketing Partnerships at CEG (Central Entertainment Group) joins the Social Pros podcast to discuss the interesting dynamics of influencer-brand relationships and the best way to maximize them.

Building Strong Influencer Relationships

Word on the virtual streets has it that influencer marketing is catching on like a wildfire… and it’s not dying down anytime soon. With social media users seeking out more genuine connections, there are few better ways to reach out to them than influencers.
Joining Social Pros for the second time around, Anthony Yepez, SVP of Brand Strategy & Marketing Partnerships at CEG, takes the mic to discuss the delicate dynamics of the influencer-brand relationship.
We catch up on what he’s been up to since he last joined the show before he delves headfirst into brand expectations for influencers and the best way to ensure those expectations are met. Anthony also explains where the influencer’s creative freedom stops and brand safety kicks in. Hint: it’s all about finding the right balance.

In This Episode:

  • 03:58 What Anthony has been up to since he last joined the show
  • 06:07 Anthony gives some insights into his new role
  • 07:49 The unique dynamic between sales and relationship building
  • 09:52 What brand expectations for influencers are right now
  • 10:44 The importance of data when matching influencers with your audience
  • 12:20 Why it’s vital to know what you want to accomplish with influencers
  • 14:00 How influencer marketing has evolved over the years
  • 16:41 Long term vs short term brand-influencer collaborations
  • 18:46 Why it’s important to give creators the liberty to create
  • 21:16 How to balance creative freedom with brand safety
  • 23:20 Common ways brands overlook creative executions
  • 25:29 Anthony’s take on which social media platform is the best for influencing
  • 32:17 Why social media platforms need some sort of regulation
  • 35:09 Anthony’s advice to social pros on creating a work-life balance
  • 38:18 Misconceptions about content creation that lead to burnout
  • 41:42 Anthony’s advice to anyone who wants to become a social pro

Quotes From This Episode:

“It's hard to get the necessary insights and data back from just doing one-off collaborations. There has to be at least a three to six-month commitment.” Click To Tweet
“If you want to work with a reputable brand, you have to make sure you’re abiding by their rules, but also, have some level of integrity for yourself as a content creator.” @AnthonyYepez
“It’s important to study your audience’s behavior and guide your content to fit how they’re behaving on social media channels.” @AnthonyYepez


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