The Evolution of the Creator Economy from Attention to Insights with Jamie Ray

The Evolution of the Creator Economy from Attention to Insights with Jamie Ray

Author: Convince & Convert February 7, 2025 Duration: 36:29

How do you turn brand interactions on social platforms into moments that feel personal, meaningful, and community-driven? Jamie Ray, founder and CEO of Buttermilk, knows the secret lies in nurturing the bond between brands and their biggest fans. In this episode, we dive into how Buttermilk prioritize community-first engagement, helping brands create authentic relationships that go beyond transactions. From amplifying brand love to fostering deep connections, Buttermilk's approach proves that when brands invest in their fans, the impact is both powerful and lasting.

Full Episode Details 

Jamie joins this episode of Social Pros to share how Buttermilk is redefining influencer marketing by putting communities first. He dives into why building strong, lasting connections between brands and their most loyal fans is so important—and how Buttermilk helps brands nurture those relationships in meaningful ways.

With TikTok facing a possible U.S. ban, Jamie unpacks what this means for creators and brands, offering insights on how to pivot, protect communities, and stay ahead of platform changes. He also explores the rise of AI influencers, why human connection will always reign supreme, and whether influencers could soon take on the role of creative directors for brands.

Social moves fast, and brands that truly understand their audiences win. Jamie explains how Buttermilk helps brands move beyond transactional influencer marketing to create authentic, long-term engagement that keeps communities thriving.

In This Episode:

  • 2:02 - Large shifts in the influencer space over the last decade, from just a few big influencers to thousands of micro influencers 
  • 5:39 - Buttermilk being community first and finding tastemakers in communities
  • 8:05 - How Buttermilk nurtures and grows the relationship between brands and their fans
  • 10:25 - How Jamie advises his clients to get customer insights from their biggest fans
  • 12:33 - The beginning of Jamies' career and the origins of Buttermilk 
  • 16:38 - Not getting hyper-fixated on trends in 2025
  • 19:42 - Thoughts and advice on the future of TikTok
  • 22:22 - The flaws of AI influencers in social, and the Gen Z hunger for more real life experiences 
  • 24:40 - The democratization of creativity in marketing teams and brands
  • 29:56 - Jamie's advice for aspiring social pros

Resources 

 

Visit SocialPros.com for more insights from your favorite social media marketers.


For years, Social Pros Podcast has served as an essential meeting point for those who do the real work in digital marketing. Created by Convince & Convert, this isn't a theoretical discussion; it's a deep dive into the practical realities of managing social media within larger business ecosystems. The conversations here consistently explore how platforms intersect with brand strategy, content creation, public relations, and paid media, moving beyond hype to examine measurable impact. You'll hear directly from the people behind the profiles at major organizations like Google, Reddit, Uber, and Oracle, gaining insight into their successes and the challenges they navigate daily. The longevity of this podcast is a testament to its value, offering a accumulated wealth of knowledge from hundreds of candid interviews and expert commentaries. Each episode functions like a focused case study, breaking down the "how" and "why" behind decisions that drive genuine business results. If you're looking to understand the evolving role of social media beyond the latest trend, this series provides a grounded, insider perspective that has educated a generation of marketing professionals. Tune in to hear the actual pros discuss the work that rarely makes it into a polished tweet or case study.
Author: Language: English Episodes: 100

Social Pros Podcast
Podcast Episodes
Are You Using the Right Social Media Tools? [not-audio_url] [/not-audio_url]

Duration: 46:51
Ian Cleary, Founder of RazorSocial, joins the Social Pros Podcast to share his PRISM secret to building a profitable presence using the tools of social media and content marketing. Special thanks to our sponsors: Salesfo…
What Is the Relationship Between Social and Community? [not-audio_url] [/not-audio_url]

Duration: 51:48
Patrick O'Keefe, Founder and Owner of iFroggy Network, joins the Social Pros Podcast to discuss the importance of community in attracting and keeping passionate, high-value customers. Special thanks to our sponsors: Sale…
How Social Fits Into Your Owned Media Strategy [not-audio_url] [/not-audio_url]

Duration: 29:30
Gini Dietrich, CEO of Arment Dietrich, joins the Social Pros Podcast to discuss how her successful PESO integration model converts leads into sales through social. Special thanks to our sponsors: Salesforce Marketing Clo…
How to Figure Out What Your Audience Really Thinks About You [not-audio_url] [/not-audio_url]

Duration: 46:08
Bruce Turkel, CEO of Turkel Brands, joins the Social Pros Podcast to discuss the "all about them" phenomenon and why social marketing is no longer about your client. Special thanks to our sponsors: Salesforce Marketing C…
Why Most Social Media Writing Sucks and How to Fix It [not-audio_url] [/not-audio_url]

Duration: 53:41
Josh Bernoff, Chief Troublemaker at Without Bullshit, joins the Social Pros Podcast to share his approach to boosting your social marketing by cutting the crap from your writing. Special thanks to our sponsors: Salesforc…
How Coca-Cola Mastered Brand Journalism [not-audio_url] [/not-audio_url]

Duration: 49:37
Doug Busk, Global Group Director of Digital Communications & Social Media at The Coca-Cola Company, joins the Social Pros Podcast to share how a century old, globally recognized brand stays relevant through digital story…
How Patrón Uses Immersive Digital to Drive Global Tequila Demand [not-audio_url] [/not-audio_url]

Duration: 50:49
Adrian Parker, VP of Digital Marketing at the Patron Spirits Company, joins the Social Pros Podcast to discuss how a global brand with 70% market share pushes growth through digital storytelling and social. Special thank…
How Social Media Can Lead the Voice of Customer Initiatives [not-audio_url] [/not-audio_url]

Duration: 46:20
Alaina Maloney, Social Communications Manager for Intuit's TurboTax, joins the Social Pros Podcast to discuss how a seasonal product can drive business year-round through social. Special thanks to our sponsors: Salesforc…
Why This Brand Gets 15-Fold Engagement on Facebook Live Video [not-audio_url] [/not-audio_url]

Duration: 52:28
Sebastian Quinn, Director of Digital Marketing at Hard Rock International, joins the Social Pros Podcast to share how he uses social to communicate an authentic rock experience consistently across 200 properties, 400 soc…