Getting to Aha! with Darshan Mehta
Influencer Marketing vs Celebrity Endorsements with Gil Eyal, Head of Marketing and Innovation at Silverstein Properties
January 12, 2024
In this episode of Getting to Aha!, Darshan Mehta is joined by Gil Eyal, Head of Marketing and Innovation at Silverstein Properties.
In this episode of Getting to Aha!, Darshan Mehta is joined by Gil Eyal, Head of Marketing and Innovation at Silverstein Properties. They discuss Gilโ€™s aha! moments, influencer marketing vs. celebrity endorsements, avoiding celebrity endorsement pitfalls, the importance of storytelling, diversification in digital marketing, the importance of conversions in marketing metrics, longevity and scalability of marketing channels, and the evolution of AI in marketing. 

Gil Eyal was named one of the 30 most influential people in influencer marketing. Alongside heading up marketing innovation at Silverstein Properties, Gil also supports start-ups under Stardust Ventures, which works with consumer-focused technology companies. He was an early player in the crypto space and was the president and founder of HYPR, a market leader in data-driven influencer marketing automation solutions, which was sold in 2020 to Julius Works. Under his leadership, HYPR won multiple awards, including the 2019 Best Content Marketing Tech Platform. Gil has revolutionized the way many of the world's biggest agencies and brands are running influencer marketing by focusing on the same data, analytics, and demographic information relevant to traditional digital marketing. Gil has worked with some of the biggest names in music, film, and sports, including Leonardo DiCaprio, Tobey Maguire, and Zendaya. 


๐Ÿ‘‰Prioritize passion and happiness over societal expectations in your career choices. Recognize that success isn't confined to a predefined path; it's about recognizing opportunities and making the most of them.

๐Ÿ‘‰Embrace a bold and unconventional approach; consider weakness as a strength and create content that stands out. 

๐Ÿ‘‰ Influencer marketing has evolved. Adapt to changes in social media algorithms and recognize where influencer marketing remains effective by focusing more on live streams and smaller influencers. 

๐Ÿ‘‰ Celebrity endorsements should be strategic and authentic. Look beyond the sheer following and consider the values and narrative alignment. 

๐Ÿ‘‰ Mismatched endorsements can lead to skepticism; choose celebrities based on authentic alignment with the brand.

๐Ÿ‘‰ Regardless of the endorsement, successful marketing campaigns hinge on effective storytelling. Storytelling plays a crucial role in shaping consumer perception and engagement, so it's vital it connects and is rooted in authenticity. 

๐Ÿ‘‰ Embrace a mindset of constant testing and optimization. Whether in influencer marketing or other channels, be willing to experiment, learn from mistakes, and adapt strategies for continual improvement.

๐Ÿ‘‰ Uncover the truth about influencer marketing โ€“ it's not just about the numbers. Donโ€™t believe the myth that a massive follower count guarantees influence. Genuine impact is found in resonance, not just reach.

๐Ÿ‘‰ Forget clicks and views. Conversions are the undisputed king of marketing metrics. The focus shifts to transforming users into committed customers, a metric that truly matters.

๐Ÿ‘‰ The future belongs to AI. From precise measurement to tailored activations with micro-influencers, AI is set to revolutionize marketing, automating tasks from content creation to optimization.

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Previous guests include: Kristin Luck, Shep Hyken, Whitney Dunlap-Fowler, Randy Krum, Gerard Ibarra, Jamie Flinchbaugh, Katie Anderson, Rebecca Brooks, Brooke Sellas, Dan Gingiss, Phil Irvine, Dan Fleetwood, Nicholas Zeisler, Katrina Noelle, Laura Beavin-Yates, Kalil Vicioso, Mo McKibbin, Bryant Leech and Louie Gravance.

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