Jo Lepore
speaker
301 appearances
4 recordings
1 series
first heard Jun 2026
last heard 28 Jul
Jo Lepore’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 4 in all, peaking in Jul 2026 with 2.
Appearances
Which I don't think is the traditional way that marketers think about what the role of influencers are, right?
They think that it's about the higher level brand funnel elements of building awareness and maybe affinity and association versus actually driving it down to the bottom of the funnel where it's about conversion and sales.
Maybe as a marketer, you're not really selecting that as a channel f to drive sales in the first place.
So is it a fair assessment?
Yeah, I think that that education piece is really interesting and it's not necessarily an endorsement for awareness.
It's about educating around the experience with the product or what it's there to do.
And so your assessment criteria as a marketer really changes.
You mentioned like unboxing videos and using maybe smaller influences, a smaller following to do the right kind of education from someone credible.
But these people have not been influencers generally for that long.
Most of these are very new to the space themselves and they're growing this audience, which is quite different to a celebrity endorsement where you select the celebrity or the person of authority because they've already got a well-established, trusted and stable maybe brand persona.
And so the risk for a brand is much lower because you kind of know what you're gonna get versus.
Like you have no idea what an influencer might say.
You don't really know what they stand for, what their values are, what their history is.
Perhaps something comes out that's a surprise.
Which is obviously happening quite a lot with brands when they're investing in behind somebody that they just don't know.
And I know that the whole influencer space has undergone a little bit of a transformation in the last few years where we've gone influencer to micro influencer, nano influencer, content creator now.
But
Throughout that entire time, I think a lot of that has been driven by the fact that brands are wanting to pick those people who will tell their story that have a deeper connection with a consumer in a more authentic way.
You know, I heard this so much when I was in marketing, is that it's the pathway towards an authentic brand experience.
But are they still delivering that?
Showing 61–80 of 301 · page 4 of 16
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