In this podcast episode, Lee-Ann Johnstone interviews Greta Dunne, founder of Marker Video, discussing the importance of authenticity in marketing. They explore the rise of micro-influencers, the impact of user-generated content, and how brands can leverage authentic content to build trust with consumers. The conversation also touches on the role of AI in content creation and the future of social media marketing.
Talking points include:
- Micro-influencers are becoming essential in marketing strategies.
- AI can enhance the quality of authentic content.
- Content ownership allows brands to leverage it across channels.
Why Brands Must Adapt to the Changing Consumer Journey
The way consumers discover and engage with brands is shifting rapidly. No longer are they starting their purchase journey on Google—many now turn to platforms like TikTok, Instagram Reels, or even direct recommendations from peers. In this episode, Greta explains how brands must embrace this fragmented consumer journey and leverage micro-influencers to drive trust and conversions. The days of heavily scripted, polished influencer content are fading. Instead, authentic, real-world recommendations are what drive purchases. If you want to stay ahead in this evolving space, you won’t want to miss this discussion.
The Rise of User-Generated Content Over Influencer Marketing
Influencer marketing has long been a staple in digital advertising, but its effectiveness is being challenged. Today’s consumers, especially younger audiences, are increasingly skeptical of paid promotions and scripted endorsements. Greta reveals how brands are shifting focus to genuine user-generated content—videos and reviews from everyday people that feel more trustworthy and relatable. The conversation dives into how brands can transition from “pay-to-play” influencer deals to a more organic strategy where customers become advocates naturally. If you’re curious about how to integrate more authenticity into your marketing, this episode is packed with insights.
AI’s Role in Content Creation—Enhancement, Not Replacement
AI is revolutionizing content creation, but the key to success lies in how brands use it. Greta and Lee-Ann discuss how AI is not replacing authentic content but rather enhancing it—helping brands with quality control, distribution, and scalability. However, as AI-generated content grows, so does the demand for verified, human-created material. This shift is creating a new challenge: how can brands ensure their content is truly authentic? Greta shares how businesses can navigate this space, balance AI-driven efficiencies with real human storytelling, and build long-term trust with consumers. Don’t miss this conversation on the future of AI in marketing!
Listen to find out more about:
- Brands need to adapt to changing consumer behaviours.
- Evergreen content is crucial for long-term marketing success.
- The future of marketing lies in genuine consumer connections.
Key segments of this podcast and where you can tune in to go direct:
[07:30] “Every person is a micro-Influencer”
[09:04] The Role of AI in Authentic Content
[17:41] Leveraging Authentic Content for Brands
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