EP 35: The Creator Economy: Building a Brand With Influencers & Affiliates
In this episode of The ASOM Pod, hosts John Roman (CEO of BattlBox), Amer Grozdanic (CEO of Praella), Bryan MacDonald (Director of eCommerce at Oma's Pride), and Jimmy Kim (CEO of eCom Email Marketer & Founder of Sendlane) break down the evolving world of creators and influencers—and why follower count isn’t everything. They explore the key differences between creators, influencers, and affiliates, with a spotlight on how aligning with individuals who genuinely vibe with your brand's mission can deliver better ROI than chasing big names.
The conversation dives into real-world examples, including how Mr. Beast blurs the lines between creator and influencer and how Domino’s Pizza rebuilt its reputation by owning its flaws. The hosts also unpack why creators with strong communities and organic reach often drive more engagement, plus what this means for brands looking to level up their influencer marketing game. Spoiler alert: Micro-influencers might just be your brand’s MVPs.
What You’ll Learn:
- Why micro-influencers often deliver more engagement and ROI than mega-influencers
- The differences between creators, influencers, and affiliates—and why it matters
- How creators are turning their communities into thriving brands
- The importance of building genuine partnerships and long-term relationships
- Practical tips for brands entering the influencer marketing space
This episode is packed with insights and actionable advice for eCommerce brands, marketers, and founders who want to leverage the creator economy to build lasting connections with their audiences.
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00:00 Teaser Trailer
01:17 Podcast Intro and Hosts
03:30 Diving into the Creator Economy
04:12 Defining Influencers and Affiliates
05:48 The Rise of Creators
15:03 Collaborations and Brand Partnerships
21:21 Creators Shifting to Product Sales
22:00 Building Community Before Product
22:22 Licensing vs. Building Brands
23:06 Challenges of Scaling for Creators
24:18 The Importance of Distribution
25:34 Micro vs. Mega Influencers
33:09 Advice for Brands Entering Influencer Marketing
39:57 Guess That Business Game
43:02 Episode Wrap-Up