The Ins and Outs of the Influencer Industry

The Ins and Outs of the Influencer Industry

Author: Harvard Business Review February 28, 2023 Duration: 30:45
Online influencers are an increasingly important way for companies to find new customers and drive sales. Whether you're a marketer who wants to more effectively use social media or a consumer targeted by influencer content - in good ways and bad - you'll benefit from better understanding how the industry works. Emily Hund, researcher at the University of Pennsylvania, explains that it was born from not only increased connectivity but also Great Recession job cuts which forced people in creative fields to innovate. She argues that these are entrepreneurs who now have an impact on many different sectors of the economy and offers advice for both them and the brands wanting to develop better influencer marketing strategies. Hund is the author of the book The Influencer Industry: The Quest for Authenticity on Social Media.

Each week, the HBR IdeaCast from Harvard Business Review sits down with experts whose ideas are shaping the world of work. This isn't about abstract theory; it's a conversation focused on practical insights for leaders, managers, and entrepreneurs navigating real challenges. You'll hear from scholars, CEOs, and innovators dissecting topics across management, marketing, and organizational strategy, translating complex research into actionable advice. The discussions get into the nuances of building effective teams, driving growth, making strategic decisions, and understanding the forces transforming industries. By tuning into this podcast, you gain access to the forefront of business thinking, a resource for anyone looking to sharpen their skills and lead more effectively. The consistent, in-depth dialogue provides a valuable perspective that goes beyond headlines, offering a deeper understanding of how to succeed in a competitive landscape. It's a direct line to the ideas that matter, presented through thoughtful conversation designed to provoke reflection and inspire change in your own professional approach.
Author: Language: English Episodes: 100

HBR IdeaCast
Podcast Episodes
You’ve Made Some DEI Progress. Don’t Stop Now [not-audio_url] [/not-audio_url]

Duration: 29:42
Over the past few years, organizations around the world have invested in diversity, equity, and inclusion initiatives with varying results. But to achieve lasting change, they'll need to commit to that work for much long…
The Growing “Do Good” Economy [not-audio_url] [/not-audio_url]

Duration: 25:29
From corporate social responsibility to ESG to “doing well by doing good,” an increasing number of organizations are pursuing positive social impact, and it’s not just nonprofits and government agencies. But incorporatin…
Let’s Protect Our Frontline Workers from Rude Customers [not-audio_url] [/not-audio_url]

Duration: 25:49
From videos of drunk and disorderly airline passengers to stories of hospital visitors angrily refusing to wear masks, customer-facing work seems to have gotten a lot more difficult – even dangerous -- over the past few…
What We Still Misunderstand About Mentorship and Sponsorship [not-audio_url] [/not-audio_url]

Duration: 27:42
Companies offer sponsorship programs to help a more diverse group of high performers and future leaders advance. But the efforts can often misfire. Herminia Ibarra, professor at London Business School, says that’s becaus…
Grit Is Good. But Quitting Can Be, Too. [not-audio_url] [/not-audio_url]

Duration: 28:42
From politics to sports to business, we tend to glorify those who persevere, show grit, never give up. But former professional poker player and consultant Annie Duke argues that there is also great value in quitting — wh…
How Women (and Everyone) Can Form Deeper Bonds to Fight Bias at Work [not-audio_url] [/not-audio_url]

Duration: 28:09
The number of women—especially women of color—in leadership ranks at the world’s largest companies remains desperately small. Tina Opie, associate professor of management at Babson College, offers a new practice for wome…
4 Business Ideas That Changed the World: Emotional Intelligence [not-audio_url] [/not-audio_url]

Duration: 45:20
In the early 1990s, publishers told science journalist Daniel Goleman not to use the word “emotion” in a business book. The popular conception was that emotions had little role in the workplace. When HBR was founded in O…
4 Business Ideas That Changed the World: Shareholder Value [not-audio_url] [/not-audio_url]

Duration: 43:46
The idea that maximizing shareholder value takes legal and practical precedence above all else first came to prominence in the 1970s. The person who arguably did the most to advance the idea was the business school profe…