Episode 8 of the Influencer Marketing Lab podcast where I speak with Rich Keith CEO of Fourth Floor about the games industry and the need for a global influencer marketing trade body.
The podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.
Welcome to episode 8 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.
This week I'm in conversation with Rich Keith co-founder and CEO of Fourth Floor an influencer marketing agency headquartered in the UK.
In our interview we cover:
For a full breakdown of discussion points turn to the episode's chapter markers.
- Why many of the old media and marketing models no longer work in the new influencer marketing landscape.
- Why agencies which focus solely on Instagram may be doing the wider industry a disservice
- Why influencer marketing will lose its prefix and become just marketing
- Is it time for me to stop banging on about influencers being media mastheads of one (no not by a long chalk)
- Why games is not a niche or a vertical. The industry is bigger than movies and music combined. It's a directed activity which helps us better communicate with friends
- How you make emotional connections with consumers
- Why influencer marketing needs a global trade body.
- The dangers of over-regulating influencer marketing
Useful links from the show
- Benedict Evans' weekly newsletter
- Video games are now bigger than music and movies combined
- Gaming is playing an increasingly prominent role in the entertainment industry, and has become unquestionably mainstream: 92% of internet users game on at least one device - Global Web Index -- Entertainment trends report 2019
- Online gaming platform Roblox is reportedly working with investment banks to prepare for a public offering on a U.S. exchange as soon as early next year.
Rich Keith background
Rich Keith is the co-founder and CEO of Fourth Floor, an influencer marketing agency headquartered in the UK.
Rich has more than 20 years experience in media, moving from writing for newspapers and editing magazines to publishing digital brands and then working with online content creators, first as the Chief Revenue Officer of YouTube and Twitch network The Yogscast and then founding Fourth Floor in November 2017.
Fourth Floor is focused on generating value for creators, brands and audiences through video content, merchandise and events. The company has grown from two staff at launch to over 30 and offices in France and North America as well as the UK in less than three years.