How does influencer marketing work beyond the big celebrity accounts? Jonathan Eg joins Adrian Tan to discuss building Partipost and the role of everyday creators in brand campaigns.
Jonathan shares his path from electrical engineering through finance and private equity to entrepreneurship. The conversation covers his leadership influences, micro and nano influencers, AI-generated influencers and the challenges of paying creators.
In this episode:
• Moving from engineering and finance into a technology business.
• How parents can shape a founder’s leadership style.
• Micro and nano influencers versus traditional influencers.
• AI and B2B influencer marketing.
• Delayed payments and operational challenges in creator campaigns.
Originally published in July 2024. Company roles and industry references reflect the original conversation.
Chapters
00:00 Introduction
00:33 From electrical engineering to finance
02:27 Transition to private equity and tech
03:22 Founding an influencer marketing platform
05:30 Parental influence on leadership
08:18 Evolution of influencer marketing
11:30 Micro and nano influencers
16:24 AI influencers: future or fad?
19:56 B2B influencer marketing
23:02 Challenges in influencer payments
Connect with Jonathan: https://www.linkedin.com/in/jonathan-eg/
Partipost: https://www.partipost.com/
More from Adrian: https://www.adriantan.com.sg/
Connect on LinkedIn: https://www.linkedin.com/in/adriantanck/
