Influence by Powder

What does it mean to build a great gaming creator program? Justin Sacks, co-founder and CEO of Nexus.gg, joins us on the podcast to discuss the emerging world of gaming industry creator programs and how they can impact game success. He’s a former competitive gamer who transitioned to pioneering creator programs-as-a-service after realizing the power of measuring performance for content creator collaborations. We discuss the hurdles associated with selling to large game publishers, how marketers can harness mid-tail creators to drive player engagement and revenue, and building meaningful and sustainable relationships with creators. Hosted by Powder.In this episode, we cover:The evolution of creator programs and their increasing importance in the gaming industry.Challenges faced by game publishers in adopting and integrating creator programs effectively.What good and bad implementations of creator programs look like.The role of agents and management groups in shaping successful creator strategies.The impact of creator programs on player behavior and game monetization.Strategies for building long-term, mutually beneficial relationships between creators and game publishers.And more…

How should you select influencers and manage risk when building a complex campaign? This episode welcomes guest Olga Wese, founder of Joined Media Group, to talk about complex creator campaigns, ranging from classical influencer marketing to bringing in celebrity ambassadors. We cover the challenges of working with high-profile celebrities and the importance of due diligence and risk management when finding the right campaign partners, as well as the importance of relationship, logistics, and self-management in influencer marketing. Hosted by Powder.In this episode, we cover:The unique challenges and benefits of partnering with high-profile celebrities What qualities make a good agent or marketer in influencer marketing in gamingHow to manage relationships, logistics, and negotiations in influencer marketingHow to build strong processes to scale your influencer marketing teamAnd more…

In this episode of Influence, our guest Matthew Potthoff, former professional Halo and Call of Duty esports player for teams like Cloud9, Team Liquid, eUnited, and more who manages all gaming and esports activity at Pivot Agency, shares his journey from the adrenaline-fueled days of competitive gaming to connecting brands with esports teams to reach engaged audiences at a sports marketing agency. We discuss the challenges of balancing content creation with competitive play, the evolution of esports marketing, and the critical importance of authentic brand-influencer relationships. Hosted by Powder.In this episode, we cover:The highs and lows of streaming and creating content while competing as a professional player What people misunderstand about being a professional esports playerHow professional players can build a lasting career in esports How brands can work best with esports players and teamsThe future of content creation in esportsAnd more…

What does influencer marketing have to do with chess? For one of the world’s most popular games, online strategy is everything. With guest Louis George Stringer, known for his innovative work marketing chess online and collaborating with top players like Magnus Carlsen, GothamChess, and Chess.com, we talk about how chess content is consumed and marketed today. Hosted by Powder, this conversation offers a unique perspective on content creation, audience engagement, and the creator economy within the niche yet globally beloved game of chess.In this episode, we cover:Chess's explosive growth on digital platforms.Strategies for optimizing chess content for viral appeal and audience retention.The evolution of chess streaming and content creation, highlighting the blend of education, entertainment, and gaming.The impact of AI on content creation and the future challenges for influencers and content creators in maintaining authenticity.The significance of passion and authenticity in building a career in influencer marketing or as a content creator.And more…

What does it take to navigate the Spanish-language creator economy? In this episode, we sat down with Fabienne Fourquet, CEO and co-founder of influencer marketing agency 2btube, to discuss her journey from the TV industry to leading a digital revolution in Spanish-language content creation. From stories about first understanding and communicating about YouTube’s potential to understanding education, finance, and hard news influencer content, Fourquet provides a holistic view of the current state and future path of Spanish-language digital content. Hosted by Powder.In this episode, we cover:The shift from traditional television and YouTube as a niche phenomenon to a mainstream advertising strategy.Innovative approaches to content monetization beyond traditional advertising.The challenges and breakthroughs in making Spanish-language content universally appealing and accessible, with a focus on expanding reach and influence across diverse demographic segments.The impact of emerging trends such as the creator economy's shift towards educational and news content.And more…

What does it take to build a lasting career as a content creator? And how is that changing? In this episode, Phil Ranta, CEO of Spree, discusses trends and challenges in the creator economy, offering insights and advice for both established influencers and aspiring content creators. From emphasizing the importance of building genuine connections with audiences to sell well to exploring emerging trends like shoppable video and the untapped potential of platforms like Snapchat, YouTube, and Pinterest for monetization and diverse career paths, Ranta provides a comprehensive overview of the landscape today, and where it's come from. Hosted by Powder.In this episode, we cover:The strategies creators can nurture to build genuine connections with their audience.How short-form content has affected the earning potential of influencers, making it necessary for creators to find alternative ways to make money, such as through affiliate deals and shoppable video.The untapped potential of Snapchat for influencer marketing and how creators can capitalize on its features.How ROI in influencer marketing can be unpredictable, making it difficult for brands to determine the success of a campaign before it happens.Challenges and opportunities in the health and wellness niche for creators, including navigating reliable information and diversifying revenue streams.And more…

What does authenticity *really* mean in influencer marketing and for gaming creators? This is the question we tackle in this episode with our guest, Paul Traficanti, co-founder and COO of Dare Drop. We discuss the role of authenticity on different social media platforms, and how emerging technologies shape influencer authenticity and audience relationships today. Understanding what resonates with creators’ audiences is crucial for authentic influencer marketing, as is establishing honest relationships with your community early on. Here’s how to get it right. Hosted by Powder. In this episode, we cover:The relationship between creators and their audiences.Why it’s important to involve creators early on in a successful brand-influencer collaboration. How authenticity is portrayed on different social media platforms.The different needs of macro influencers vs. micro and nano influencers. How emerging technologies like AI enhance or disrupt current ideas of authenticity.And more. 

How can talent agencies and creators grow together? And what does a fruitful relationship between the two look like? Join us as Reed Trimble, VP Partnerships at Bad Moon Talent shares invaluable insights on fostering growth and synergy between talent agencies and creators. This episode is a deep dive into the strategies for nurturing talent, guiding creators in their growth journey, and pairing them with brands for impactful collaborations. Hosted by Powder.In this podcast, Reed sheds light on:Key strategies for content creators looking to make a significant impact in 2024.The evolving trend of short-form video content and the role of TikTok Shop in the creator economy.Bad Moon Talent's unique approach to identifying and cultivating emerging talent.Case studies of unconventional yet successful brand-influencer matches, showcasing the innovation in marketing strategies.Best practices for agencies and brands to trust and guide creators in producing content that truly resonates with their audience.