The Influencer Marketing Podcast was created to bridge the knowledge gap between creators and brands.
Beckii Cruel recently began hosting a podcast created by her employer Social Circle, a platform for partnering brands and agencies with social influencers across the world. Known as the Social Circle Influencer Marketing Podcast, the podcast’s goal is to “explore just how this content amasses such large audiences, what it means for the platform, and whether these channels will be able to maintain their momentum”.
Before hiring Beckii as a creative liaison, Social Circle had never hired anyone from the creator side of the industry before. The experience has been “really exciting and invaluable for me”, Beckii tells TenEighty, “as I get to learn so much about the way which the other half of the industry works, the non-creator side”. She goes on to state that she considers her role at the company to be “to help bridge the gap between creators and brands, and better improve understanding between the two”.
On the podcast, Beckii mentions that “I’ve wanted to start a podcast for years now. I feel that a lot of the time, there’s so much miscommunication and so many knowledge gaps that brands and agencies have about creators, so I really wanted to take this opportunity to bring the voices of creators to the forefront of the industry.”
The podcast isn’t focused on one specific side of the industry, but is instead “for the ears of creators who want to learn more about the intricacies of campaigns and hear discussion about the issues and topics affecting us and our platforms – yet it is also for the ears of brands and agencies who want to hear the first-hand perspective of those who often lead their campaigns”.
So far the podcast has covered the rise of toy unboxing channels or “toytubers”, which Beckii describes as “a unique phenomenon which sees a real shift from the more traditional successful content that we have seen on YouTube so far”. It has also covered the YouTube Restricted Mode filter issue: “We spoke to Jazza John and Rowan Ellis, two prominent LGBTQ+ YouTubers, who both shared their feelings on what this means both for the platform, and for the industry as a whole.”
Although she won’t give anything away about the future of the podcast, Beckii states that she’s “really keen to do more interviews and discussions with creators. I’ll also be doing some case studies about our recent campaigns, and what we can learn from them for the future”. And listeners can expect to hear from “a variety of voices throughout the community”.
The Social Circle Influencer Marketing Podcast is available on SoundCloud.