The Risk of Social Media Dependency: SEO and the Influencer Marketing Space

There’s a growing problem in the influencer marketing space with content creators. We’ve talked about it on this show before. But there never seems to be any great push to solve for this particular problem.  The main focus of many an influencer today is creating videos for TikTok, Instagram and YouTube. For posting Stories on various platforms and engaging their followers and fans there. But those platforms aren’t owned by the creators. There’s a significant amount of risk influencers and content creators are taking by putting their main source of income on borrowed land. Montana recently banned TikTok. I don’t necessarily think that ban will stick. Nor do I think TikTok will soon be banned across the U.S. But it’s not far-fetched for that to come to fruition. If it does, TikTok creators could be in a very bad position. The problem in the influencer marketing space is that we’ve gotten away from having our own websites. Owned channels. Creators are assuming the social networks are forever and won’t go away. They’re putting the precious eggs of their business in someone else’s basket. I hate to use this phrasing, but “Back in my day …” you wrote blog posts and had your own website. You used social networks to promote the content there and build your email lists. You owned not just your content, but your audience as well.  Creators today don’t think that way and it may come back to bite them. If you do have a website, you probably know a thing or two about SEO, or search engine optimization. Search engines like Google are the lifeblood of just about any website’s traffic. Figuring out how to rank well for certain keywords or phrases helps more traffic come to your site, subscribe to your content or buy from you.  But if these creators don’t have websites, what are they to do? Can they do anything? Kevin Roy is the CEO of GreenBananaSEO out of Boston. He’s helped dozens of companies drive growth and revenue using innovative digital marketing approaches. His company has been ranked several times in Inc. Magazine’s 5000 Fastest Growing Companies. I asked Kevin to join us on Winfluence to talk about the state of SEO today, how creators can leverage it to build their brands and businesses, and what they can … or can’t do … to use SEO to build their social network cache even if they don’t have a website.  We’ll talk to Kevin about that and more today on the show. As always, this episode of Winfluence is presented by CIPIO.ai. Let us scale your user-generated content needs and deliver authentic, high-performing UGC to fuel your paid, owned and earned content strategies. Learn more at CIPIO.ai. Learn more about your ad choices. Visit megaphone.fm/adchoices

Om Podcasten

There's a different in having TikTokers and Instagrammers post about your brand and actually driving influence. Welcome to Winfluence - The Influence Marketing Podcast, where we explain the difference and help your brand shift from influencer marketing to influence marketing. Hosted by industry expert Jason Falls, acclaimed author of "Winfluence: Reframing Influence Marketing to Ignite Your Brand," this podcast takes you on a strategic journey through the world of influence marketing. Jason's wealth of experience ensures that your influence efforts are not just about buzz, but also about real, measurable business impact. And you'll learn that influence marketing (without the 'r') is more than just social media. It can involve offline influence, media, thought leaders, community members and beyond. 🎙️ Episode Highlights: Join us as we dive deep into enlightening conversations with a diverse range of guests, including brand managers, agency strategists, software vendors, and influencers themselves. Get ready to uncover the intricacies of the art and science behind influencing audiences to take action, whether that's trying, buying, or thinking differently. 🔥 What You'll Explore: 📊 Strategic Insights: Gain a new perspective on influence marketing by understanding how to align your influence efforts with concrete business objectives. From increasing brand awareness to driving tangible sales, we unveil the strategic keys to success. 🤝 Collaborative Brilliance: Delve into the secrets of successful collaborations as we chat with brand managers and influencers who have perfected the delicate dance of co-creation. Discover how authenticity, alignment, and creativity drive powerful partnerships. 🔬 The Influence Science: Explore the science behind influence, dissecting the psychological triggers that inspire action. Learn how to craft messages that resonate deeply with your target audience, prompting them to engage, purchase, and advocate for your brand. 🌐 Beyond Online Borders: Dive into the world of offline influence and discover how it complements digital strategies. Unearth the strategies that translate seamlessly from online to offline, creating a unified brand presence that captivates audiences across all touchpoints. 📚 Learn from the Best: Benefit from the wisdom of industry leaders who have mastered the delicate balance between utilizing influencers and creating genuine influence. Gain practical insights that empower you to create meaningful, lasting connections. 🚀 Stay Connected and Informed: If you're committed to turning influence into impact, Winfluence is your one-stop source of inspiration and knowledge. Subscribe now to receive a steady stream of episodes that will revolutionize the way you approach influencer marketing. 🎧 Where to Tune In: Listen to Winfluence wherever you get your podcasts or watch the show on its Tuesday streams at 11 a.m. ET/8 a.m. PT on YouTube, Facebook, LinkedIn and on @jasonfalls's Twitter stream. 📲 Engage and Connect: You can find Jason Falls on most social media platforms @jasonfalls or look for Winfluence on YouTube or Facebook.