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
How Companies Get Creativity Right (and Wrong) [not-audio_url] [/not-audio_url]

Duration: 30:15
Beth Comstock, the first female vice chair at General Electric, thinks companies large and small often approach innovation the wrong way. They either try to throw money at the problem before it has a clear market, misall…
How Alibaba Is Leading Digital Innovation in China [not-audio_url] [/not-audio_url]

Duration: 18:06
Ming Zeng, the chief strategy officer at Alibaba, talks about how the China-based e-commerce company was able to create the biggest online shopping site in the world. He credits Alibaba’s retail and distribution juggerna…
The Science Behind Sleep and High Performance [not-audio_url] [/not-audio_url]

Duration: 20:16
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Understanding Digital Strategy [not-audio_url] [/not-audio_url]

Duration: 26:35
Sunil Gupta, a professor at Harvard Business School, argues that many companies are still doing digital strategy wrong. Their leaders think of "going digital" as either a way to cut costs or to attract customers with a f…
Managing Someone Who’s Too Collaborative [not-audio_url] [/not-audio_url]

Duration: 23:06
Rebecca Shambaugh, a leadership coach, says being too collaborative can actually hold you back at work. Instead of showing how well you build consensus and work with others, it can look like indecision or failure to prio…
Networking Myths Dispelled [not-audio_url] [/not-audio_url]

Duration: 18:04
David Burkus, a professor at Oral Roberts University and author of the book “Friend of a Friend,” explains common misconceptions about networking. First, trading business cards at a networking event doesn’t mean you’re a…
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Duration: 25:32
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Why Opening Up at Work Is Harder for Minorities [not-audio_url] [/not-audio_url]

Duration: 22:36
Katherine Phillips, a professor at Columbia Business School, discusses research showing that African-Americans are often reluctant to tell their white colleagues about their personal lives — and that it hurts their caree…
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Duration: 16:35
Roger Martin, a professor at the University of Toronto’s Rotman School of Management, offers two main reasons General Electric has lost its competitiveness. GE’s stock has been removed from the Dow Jones Industrial Avera…
Turning Purpose Into Performance [not-audio_url] [/not-audio_url]

Duration: 26:50
Gerry Anderson, the CEO of DTE Energy, and Robert Quinn and Anjan Thakor, professors at the University of Michigan’s Ross School of Business and the Olin Business School at Washington University, respectively, discuss ho…