On this week's episode of Creator Economy Live, Keith and Brendan are joined by a household name in social medial marketing, Jack Appleby.

Jack shares his journey from a college basketball player to a leading social media strategist. He offers valuable advice for aspiring B2B creators, discusses the most impactful platform for his work, and addresses the skepticism around the so-called “expert” class in the industry. Jack also reveals which of his posts garnered the most support and which sparked the most backlash.

Before Jack jumps in, as always, Keith and Brendan dive into the news, discussing whether we’re witnessing "The End of Peak Creator." They examine the shift towards niche influencers, TikTok’s explosion of micro-celebrities, and the changing landscape of mainstream media.

🐄 Creators of the Week (COW):

• Timmc (@timmchiusano)

• Sam Salem (@samuelsleeves)

• Frankie Gaw ( @littlefatboyfrankie)

👏 Brand of the Week (BOW):

• L’Oréal

• UPS Store

This week, we have another special guest appearance alongside Brendan and Keith: Steph Martin, an influencer marketing veteran with extensive experience in fintech, healthcare, DTC, and consumer goods industries. Steph has led influencer marketing for renowned brands such as Hims & Hers and ThirdLove and is the SF chapter ambassador for Women in Influencer Marketing.

Steph shares her journey from traditional PR to leading influencer programs on the brand side. She discusses the evolution of influencer marketing, from its early "wild west" days to a more data-driven, strategic approach. Steph also offers insights into current industry challenges, the importance of creative freedom, and the ethical considerations brands and influencers must navigate.

As always, Brendan and Keith catch up on industry news. Topics include the debate over the value of a well-designed Instagram feed, Walmart's first-ever Creator Upfronts in LA, and the latest features being tested by Meta and Instagram. They also provide a VidCon recap, highlighting the maturing ecosystem and the growing interest in LinkedIn as a platform for creators.

🐄 Creators of the Week (COW):

• Fidias Panayiotou (@ fidias0)

• Ruben Hassid (@ rubenhassid)

• Caroline Stern (@carolinemstern)

👏 Brand of the Week (BOW):

• Piece of Cake Moving & Storage
• Zyn
• Shipt

This episode is sponsored by Linqia, the #1 influencer marketing partner for the world's leading brands. Having executed over 3,000 campaigns for more than 650 brands, Linqia combines technology powered by Google Vision AI with award winning service to deliver measurable influencer results. Go to linqia.com or send a note to hello@linqia.com to speak with an influencer expert.

Sign up to our newsletter: https://creatoreconomylive.com/newsletter This podcast is brought to you by the biggest event for influencer marketers in the US Creator Economy Live! Join Keith and Brendan live and in person as well as 100s of brands in Vegas on Febuary 4-5 for lively conversation and debate about everything in the world of influencer marketing and the creator economy.

From glasses of rosé to insightful sessions, tune in to hear what Keith and Brendan got up to at Cannes Lions International Festival of Creativity. One thing that couldn’t be ignored at the festival was how creators are becoming more and more integral in the advertising landscape.

They highlight the growth of social-first and creator-first brands and the increasing presence of major platforms like Pinterest, Snapchat, and TikTok at industry events. The conversation touches on the challenges brands face in measuring the ROI of influencer marketing and the potential role of AI in content personalization and scaling. They also explore the significance of retail media networks and their convergence with the creator economy, suggesting that retail-driven influencer content will become increasingly important.

🐄 Creators of the Week (COW):

• Alix Earle (@alix_earle)

• Brandon Marshall (@b_marshall)

👏 Brand of the Week (BOW):

• Spotify, LinkedIn, Yahoo

• Pinterest