The What’s in the Water podcast episode with Levin focuses mostly on the topic of influencers and influencer marketing.
The podcast covers a lot of ground including how brands are finding it more difficult to reach consumers through their own channels and getting attention from them is now more difficult than ever.
“The attention is still there but it’s shifted to other platforms. We think of it as attention which has decentralized.”
Levin says brands working with influencers can reach the audiences that are the most difficult to reach because they have a greater affinity with influencers over traditional media.
Moreover, in the era of modern consumer technology such as DSLR cameras and drones, Levin says working with influencers can be a more cost-effective alternative than working with a content studio.
He references a campaign Relatable worked on with a photography influencer and how the quality of content produced was extremely high.
“Think about that. You can have just one talented individual that can shoot aerial photography for a major car manufacturer.
“The person who is the best with a drone and has the largest distribution is going to kick the ass of a creative agency.”