How to Work With Influencers in the Creator Economy: 5 Brand Mistakes (And How to Fix Them)
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How to Work With Influencers in the Creator Economy: 5 Brand Mistakes (And How to Fix Them)
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What does it actually take to make influencer marketing work — and why are so many brands still getting it wrong?
In this episode of Social Media for Social Impact, host Dr. Misha Kouzeh sits down with Justin Johnson, a creator economy insider who spent years at Meta building one of the first creator partnership teams, and has since worked across Web3, fintech, and beyond. Justin has been in the room with MrBeast, Michelle Obama, the Nelk Boys, Andrew Schulz, and Theo Von — and he has watched brands win big and fail quietly with the same tools.
Justin shares what the industry won't tell you: why one post was never going to work, what real fandom looks like when it moves offline, and the skill nobody in marketing is building fast enough.
00:00 Introduction to Social Media for Social Impact
00:49 Meet Justin Johnson
01:10 How Justin Found His Way Into the Creator Economy
08:29 When Online Fandom Goes IRL — The Nelk Boys Story
16:47 How a Creator Became a Facebook Millionaire in Months
25:24 The 5 Mistakes Brands Keep Making With Influencers
31:32 Out-Drawing MrBeast & What That Tells Us About Creators
34:54 Answer Engine Optimization: The Skill to Build Now
36:25 How to Start With Zero Budget
37:00 Justin's Closing Message
Connect with Justin Johnson on LinkedIn: www.linkedin.com/in/hellojjohnson.
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