Influencer Marketing Deep Dive: The Rise of Short-Form Content & Algorithmic Recommendations -- Jason Falls (Director of Digital & Social Strategy, Cornett)

Jason Falls is the Director of Digital and Social Strategy at Cornett, a creative agency based in Lexington, KY. He’s also an author, frequent industry speaker, and the host of both Winfluence and the Digging Deeper podcasts. Jason started his career in PR at Doe Anderson before founding Social Media Examiner, which he sold in 2012. He then led digital strategy at CafePress and later Elasticity before joining Cornett in 2017.


In this episode, Jason and I discuss the growth and evolution of influencer marketing over the last 15 years. We begin with a critique of the recent HBO documentary Fake Famous before diving into the meteoric rise of video and why short-form content has come to dominate our attention spans. Jason explains how TikTok has figured out algorithmic content recommendations better than anyone else, and I predict that a similar approach will soon be applied to other forms of entertainment like music and news. Finally, we debate the future of online privacy, and Jason warns brands not to neglect their websites and blogs in favor of social media entirely, as social platforms can rewrite the rules overnight.


Host: James Creech


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ABOUT THE SHOW


All Things Video is a podcast dedicated to uncovering the past and charting the future of the online video ecosystem. Listen to interviews with founders, executives, and thought leaders from the world’s leading media companies and engage in thought-provoking debates about the issues shaping the next generation of entertainment. From the short-form content revolution to the fragmentation of video viewership in an always-on world, All Things Video reveals the key trends and insights from the world of digital media.


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ABOUT THE HOST


James Creech is an entrepreneur focused on technology, online video, and digital media. He is the Co-Founder & CEO of Measure Studio (next-gen social media analytics) and Paladin (the essential influencer marketing platform).