Infinity Nation | Growth Conversations That Matter
The Infinity Nation Podcast, hosted by Al Keck of growth marketing agency Infinity Nation, dives into the current digital landscape, especially e-commerce and B2B marketing and explores how these trends impact business growth and profitability
It features conversations with e-commerce professionals and industry partners, offering marketing insights and practical hacks that help businesses scale and adapt in the evolving digital space.
Infinity Nation | Growth Conversations That Matter
Iona Silverman, Freeths | Navigating the influencer marketing landscape Ep.2
In this episode of Infinity Nation and Beyond, Founder and CEO of Infinity Nation Al Keck speaks to Iona Silverman, a Partner at legal firm Freeths and specialises in Intellectual Property & Media in particular with advertising and marketing law with a focus on influencer collaborations.
Key Topics Discussed:
- Influencer Marketing Insights: How influencers can accelerate brand growth by connecting with like-minded customers and building credibility.
- Authenticity vs Control: We explore the balance between influencer authenticity and brand control, underscoring the importance of genuine connections.
- Micro-Influencers Rising: Discover why micro-influencers, often with niche, engaged audiences, are becoming increasingly valuable compared to mass-following celebrities.
- Digital Footprint & Risk Management: The need to review influencers' past online activity to avoid brand risk
- Contracts Are Key: Why contracts are essential in managing influencer partnerships—regardless of scale—to set expectations, rights, and safeguards.
- Legal Requirements for #Ad: Understand the legal obligation for influencers to use #ad or #advertisement clearly at the beginning of posts to comply with ASA rules and protect brands.
- Contrasting Social Media & Print Rules: The episode contrasts editorial gifting rules in print vs social media, explaining why social media demands stricter transparency due to volume and quick consumption.
- Emerging Challenges: AI & Influencer Marketing: 94% of influencers reportedly use AI tools. The discussion covers potential future ASA regulations for AI-generated content and the complexities of monitoring authenticity and enhancement in advertising.
- "De-influencing": A growing phenomenon where influencers openly discourage use of certain products is explored, with advice for brands on contract clauses to manage negative publicity.
This episode was recorded in July 2023.
Useful links
- Find out more about Infinity Nation
- Learn more about Freeths freeths.co.uk
- Follow Infinity Nation on LinkedIn: Infinity Nation LinkedIn
- Follow Infinity Nation on Instagram: Infinity Nation Instagram
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