198 - Impressions vs. Engagement: Why Partnering With Smaller Creators Can Actually Be More Effective (Emily Steele, Co-Founder & CEO at Hummingbirds)

I’ve often wondered about how influencer partnerships work. I've been involved in a couple, so I get to see examples from the inside. But I wanted to see more examples, so I brought on Emily Steele, Co-founder and CEO at Hummingbirds (Seed funded).

She’s actually built a business around helping brands discover and work with hyper-local content creators. Some of these brands are working with 50-100 creators at once. A lot of what we talk about is very relevant for B2B influencer partnerships.

What does a good partnership look like? How do you know it’s working? Do you need to partner with people that have huge followings? And what are some of the best content creators doing really well?

We also cover:

Hummingbirds' positioning in sales conversations (it's not what you think);

The nuances of measuring the impact of influencer partnerships;

What differentiates an amazing content creator from just a mediocre one;

What marketing big bets are you taking in 2024 and why;

AMA: Emily asks me her burning question.

About Hummingbirds:

• Founded: 2022
• Funding: Seed ($4.4M)
• Description: Grow your business with hyper-local content creators.

You can find Emily on LinkedIn: www.linkedin.com/in/emilysteele12 ⁠

Learn more about Hummingbirds: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.thehummingbirds.co⁠

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