Episode 17 of the Influencer Marketing Lab podcast where I speak with friend-of-the-show Mark Dandy of Captivate Influence about some of the differences between reality TV celebs and influencers.


The Influencer Marketing Lab podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

Show notes

Welcome to episode 17 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 Mark Dandy, founder and managing director of Captivate Influence. 

In our interview we cover:

In this episode we discuss:

  • Influencers in Dubai
  • The UK government making headlines paying influencers
  • Supply and demand factors pushing up influencer costs
  • The widening gulf between an influencer as a credible, trustworthy voice versus a celebrity born on reality TV and the need for the influencer marketing discipline to create a lexicon that's fit for purpose to differentiate different elements that sit beneath the umbrella term: 'influencer'.
  • Why online retailers are buying bricks and mortar high street shops.

Extract view

Reality TV stars currently visiting Dubai have misjudged public sentiment. They have taken advantage of the UK government allowing  “essential work trips” as justifications for travel. Legally they may be fine, but they've failed the 'smell test' with their audience base. By posting to the 'gram from pool-side sun loungers they've shown themselves to be tone-deaf, lacking skill and understanding of audience and content sentiment.

Key tenets of influencer marketing are authenticity and relatability. It's difficult to relate to those in Dubai whilst juggling remote working and home schooling on the 11th floor of a block of flats off the Old Kent Road. 

This Dubai saga shows the widening gulf between an influencer as a credible, trustworthy voice and a celebrity born on reality TV. I coined the term BANJO influencers to better describe many from the second group. Those with a large social media following who Bang Another iNfluencer Job Out without due care for either their online followers or the sponsoring brand. 

As an industry, we need to do better. This starts with a better lexicon to tease out the different elements that sit beneath the umbrella term: 'influencer'.

Mark Dandy biography

Mark Dandy worked at leading agency Social Chain heading up influencer marketing strategies for several global brands before striking out on his own.

Mark is the founder and Managing Director of Captivate Influence a specialist social media and influencer marketing agency focused on improving education within the influencer space for both influencers and brands.

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Scott Guthrie is a professional adviser within the influencer marketing industry. He is an event speaker, university guest lecturer, media commentator on influencer marketing and active blogger. He works with brands, agencies and platforms to achieve meaningful results from influencer marketing. That tells you something about him but it's not giving you a lot of detail, is it? So, read more here.

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