Skip to main

Why You Might Be Thinking About Influencer Marketing All Wrong

Authors: 10XMarketing Jason Falls
Posted Under: Social Pros Podcast
Social Pros Podcast logo
Hosted By

Anna Hrach

Convince & Convert

Daniel Lemin

Convince & Convert

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

Thank you to our sponsor ICUC Social.

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.


Influence vs. Influencer“We need to reward the influencers who integrate the products & recommendations very naturally in what they're doing.”

Is the letter “r” the only difference between influence and influencer, or is there more to it than that?
Jason Falls, Director of Digital Strategy at Cornett, states that when you talk about influence, it’s not about the channel, the influencer, or even the person. It’s not a noun, it’s a verb. So, when you’re talking about influence, you’re talking about your strategic purpose. As Jason said in this episode of the podcast, “you want to influence an audience to take action.”
Understanding the difference between influence and influencer is so important. In this episode, Jason reveals whether it’s more beneficial to have a popular influencer promote your brand vs. someone who talks passionately about your brand to a smaller audience. We also dig into why he prefers the term “influence marketing” over “influencer marketing” and some common misconceptions around influencer marketing.

In This Episode:

  • 08:59 – How influence shifts the perspective to the action rather than the channel
  • 12:02 – Why we often make the mistake of relying on influencers rather than influence
  • 15:18 – Why people tend to be skeptical of influencers and their authenticity
  • 18:52 – What makes influencer marketing work
  • 21:01 – How to find the sweet spot when searching for the right influencer for your brand
  • 23:05 – Why it’s better to have fewer influencers who you have a relationship with vs. many influencers
  • 29:53 – Who should be responsible for influencer marketing within an organization
  • 31:38 – The pros and cons of asking an influencer to be category exclusive
  • 38:01 – How social pros can use the three most important words in influence marketing to their benefit

Quotes From This Episode:

If the influencer says, ‘Here's a product that someone paid me to show you,’ they're going to shrug their shoulders and ignore it. Click To Tweet
“You risk hurting your own reputation with your audience if you lock in too many product exclusives.”
“If the influencer says, ‘I’m partnering with this brand and this product, and here’s why, because I think this is going to be meaningful to you,’ the customer will listen.”


Want more great content like this?

A twice-monthly dose of the trends and insights you need to keep you ON top, from each of our team members at Convince & Convert. In each email, our team will recap what happened in digital, what trends are important for marketers to watch, plus some fun surprises that you’ll just have to sign up to see!

Subscribe to our Newsletter

Or are you looking to subscribe to one of our podcasts

b2b influencer