Rob Mayhew: 'TikTok brought the joy back into influencer marketing' - PRWeek podcast

<p>Joining Rob Mayhew and Imogen Coles in the discussion is Gordon Glenister, global head of influencer marketing for the Branded Content Marketing Association.&nbsp;<a href="https://www.prweek.com/article/1811984/influencer-marketing-2023-%E2%80%93-whats-ahead-prweek-asks-experts" rel="noopener noreferrer" target="_blank">The BCMA worked with PRWeek on the recent in-depth look at the key trends in influencer marketing from a PR perspective.</a></p><p>PRWeek UK’s Beyond the Noise podcast, which is published on alternate weeks, looks at some of the biggest issues affecting comms and PR. Download the podcast via&nbsp;<a href="https://podcasts.apple.com/gb/podcast/beyond-the-noise-the-prweek-podcast/id1513615965" rel="noopener noreferrer" target="_blank">Apple</a>,&nbsp;<a href="https://open.spotify.com/show/0onUHcQsn5ITC1lYtW89jZ?si=c965c18c49724d2c&nd=1" rel="noopener noreferrer" target="_blank">Spotify</a>, listen in the browser above or on your favourite platform.</p><p>The podcast begins with an insightful and entertaining look at how Mayhew and Coles combine their agency ‘day jobs’ with being social media creators themselves.</p><p>Mayhew has grown a big following among the marcomms community through his short TikTok videos gently mocking the minutiae of industry life. Coles,&nbsp;<a href="https://www.prweek.com/article/1811762/ogilvy-names-uk-influence-lead" rel="noopener noreferrer" target="_blank">who was recently promoted to UK influence lead at Ogilvy UK</a>, has 162k followers on her Instagram account oneslowsunday.</p><p>This week’s lively discussion looks at what clients want from influencers; payment and closing influencer pay gaps; the growth of b2b influencers; and whether to involve social media stars from the start of the creative process.</p><p>The guests discuss which platforms are becoming more important, with the rise of TikTok and LinkedIn examined alongside the status of Instagram and post-Musk-takeover Twitter. The future of livestreaming, OnlyFans, AI platforms such as ChatGPT and ‘virtual influencers’ are also put under the microscope – as is PR’s role in influencer marketing.</p><p>Elsewhere, the guests predict how influencer marketing might evolve in 2023 and beyond.</p><p>Asking the questions this week are regular host Frankie Oliver, the founder of PR agency New Society, and John Harrington, editor of PRWeek UK.</p> <hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>