Without question, the number one issue that brands and agencies have in the influencer marketing space is simply finding the right influencers to use for a campaign. While that might seem like a simple solution to solve for (there’s a whole industry of software companies with search algorithms meant to do so), typing a few characteristics into a search engine isn’t really a good solution, regardless of how complex the search engine’s algorithm is. 

 But the issue with identifying the right influencers isn’t solely left with software. The issue of discovery is layered and complex. The software is just one method and mechanism. This may come as a shock to you but there are influential people you should be engaging that aren’t on social media. Or at least that’s not where they have the strongest connection to their audience.

 And of course, no matter how complete your list of potential influence partners and creators, you also have to factor in the various opinions of the stakeholders in the selection process. 

Influencer discovery is a mess. I’ll explain more about why and offer some thoughts on how to fix it in today’s commentary.

I want to share something our friends at Storyblok have to make you smarter. It’s a new report called the State of Content Management and is a very useful survey of 515 businesses in the U.S. and Europe – companies just like yours – and how they are approaching content distribution through their digital channels in 2022. 

Think about it: You have to provide content for your website. Maybe a mobile app. Then there’s ecommerce platforms. Voice-activated speakers … Managing content is more complex today than ever. Get insights and ideas on how companies like yours are tackling the content challenge with The State of Content Management Report from Storyblok. Just go to storyblok.com/winfluence for your free report. 

Storyblok is a new partner of the Marketing Podcast Network.

The Winfluence theme music is “One More Look” featuring Jacquire King and Stephan Sharp by The K Club found on Facebook Sound Collection.


The Influencer Marketing Show is being held in North America for the first time. It’s a one day event in New York City, just off Broadway at the New World Stages on West 50th. It will be Wednesday, April 27, 2022. I will be chairing one of the stages as well as moderating a panel featuring Pete Kennedy, president and founder of Tagger, and Jenny Heinrich, who leads influencer marketing strategy for Ketchum, one of the Omnicomm companies. 

Go see the full speaker and topic lineup and get your ticket at jasonfalls.co/imsfalls. When you check out, use the code FALLS and get a 15 percent discount, just for listening to Winfluence. 

Join me at IMS 2022 in New York!
Scroll to Top