#48- Influence Is an Art: Behind the Evolution of a $3B Industry

Podcast Summary: The Evolution of Influencer Marketing with Paula Bruno, CEO of Intuition Media Group

In this episode, Paula Bruno, CEO and founder of Intuition Media Group, joins the show to unpack the ever-evolving world of influencer marketing. With over 15 years of experience in the space, Paula has been at the forefront since its early days—helping shape influencer compensation models, brand collaborations, and authentic creator-brand relationships.

From Twitter parties to TikTok, Paula walks us through the industry’s transformation and what brands need to know to successfully navigate this marketing channel today. Her agency has worked with major brands like Canon USA, TikTok, GoDaddy, and Hyundai—managing over 750 campaigns and generating 3 billion impressions.

Key Topics Discussed:

1. The Early Days of Influencer Marketing

• From a male-dominated industry to founding Intuition Media Group
• How Twitter parties and blogger communities pioneered influencer culture
• Hosting one of the largest women’s blogging conferences in the U.S.

2. The Rise of Instagram & Beyond

• How the influencer landscape shifted from blogs to Instagram and video content
• The growth of influencer platforms and networks
• Why Instagram became a key driver of brand engagement

3. Strategy Behind Influencer Selection

• Why follower count doesn’t equal influence
• The importance of authenticity and brand alignment
• Educating brands on letting go of control and trusting creators

4. Best Practices for Brands Getting Started

• Establish clear KPIs and be willing to pivot
• Give influencers creative freedom within brand guardrails
• Focus on engagement, not just visibility

5. Influencer Marketing Trends in 2025

• Diversification beyond TikTok (YouTube Shorts, LinkedIn, Instagram Reels)
• The growth of micro-communities (Substack, Discord, Threads)
• Live shopping and creator-led commerce
• Ethical and sustainable brand partnerships
• AI-assisted content and the legal implications of using AI

6. Micro-Influencers, Local Strategies, and Affordability

• How even small businesses can smartly tap into influencer marketing
• Leveraging local creators and product gifting
• Tips for brands that don’t have $200K budgets

7. Legal & Ethical Considerations Around AI

• Why disclosing AI use in campaigns is essential
• How AI is shaping discovery, scripting, and editing
• The role of contracts and legal preparedness in content usage

Key Takeaways for Marketers & Business Owners:

• Don’t over-prioritize follower count—authenticity wins.
• Know your KPIs and align content strategy with your goals.
• Test, learn, pivot. Influencer marketing is about relationships and resonance.
• Micro-communities and live commerce are on the rise—lean in now.
• AI is powerful, but brands must be aware of compliance and IP risks.

Connect with Paula & Intuition Media Group:
🌐 Website: Intuition Media Group
📸 Instagram: @intuitionmediagroup
📩 LinkedIn: Paula Bruno
 

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