Podcast Summary: "Social Media Masterclass with Acorn's Hunter Poole"
Podcast Information:
- Title: The CPG Guys
- Hosts: Peter V.S. Bond & Sri Rajagopalan
- Episode: Social Media Masterclass with Acorn's Hunter Poole
- Release Date: December 14, 2024
- Description: Sri Rajagopalan, an icon in the CPG & FMCG eCommerce industry, and consumer loyalty guru Peter V.S. Bond delve into how brands and retailers understand and engage with consumers both in-store and online. This episode features Hunter Poole, Vice President of Brand Partnerships at Acorn, a social media influencer agency.
1. Introduction and Event Announcements ([00:00] - [01:25])
The episode begins with Peter V.S. Bond announcing upcoming events at the 2025 CES conference in Las Vegas, including an invite-only party and a breakfast briefing on retail media investments. He encourages listeners to engage with them during the conference.
Quote:
Peter V. Bond: "We're 100% digitally influenced. Denying that it's just silly at this point." ([01:25])
2. Host Introductions and Podcast Overview ([01:25] - [07:48])
Sri Rajagopalan introduces himself, highlighting his role as co-founder and partner at Think Blue. He shares personal anecdotes about his daughters' success in the music industry. Peter V.S. Bond is introduced as the Partnership Acceleration Lead at Flywheel division of Omnicom, focusing on SEO and SEM to grow eCommerce businesses.
Sri also discusses recent partnerships and initiatives, including collaborations with Drugstore News and the Path to Purchase Institute, and announces the launch of their first Retail Media Exec Ed program at Cornell Tech in May 2025.
3. Introducing Hunter Poole ([07:48] - [12:59])
Sri welcomes Hunter Poole, Vice President of Brand Partnerships at Acorn, a social media influencer agency. They engage in a light-hearted conversation about fashion, emphasizing the importance of personal style in networking.
Quote:
Hunter Pool: "At the heart of everything we do is really driven by creators and the performance creative that they're producing." ([05:53])
Hunter shares his career journey, starting from his roots in Arkansas, involvement in student government, and progression through roles at Collective Bias, Mashable, Chicory, and eventually Acorn. He emphasizes the importance of mentorship and diverse experiences in shaping his career.
4. Defining Digital Creators and Influencers ([12:59] - [17:11])
Sri poses a fundamental question to Hunter about the definition of a digital creator. Hunter elaborates that anyone creating content online qualifies as a digital creator, regardless of follower count. He categorizes creators into:
- Micro Influencers: ~10,000 followers
- Power Middle: 50k to 150k followers
- Macro Influencers: 500k to 1 million followers
- Social Celebrities: Over 1 million followers
He emphasizes the value of engagement and audience loyalty over mere follower counts.
Quote:
Hunter Pool: "Anyone can have influence... Someone that has 5 million followers may not actually be relevant to the audience that you're trying to reach." ([17:11])
5. The Power of Digital Creators in Marketing ([17:11] - [26:26])
Sri provides examples of high-impact creators like James Charles, highlighting their ability to drive massive engagement.
Hunter discusses the evolution of creators from content producers to industry influencers and business owners. He underscores that creators can reverse-engineer the system by building communities that transcend the platform itself, as seen with James Charles launching his makeup line.
He addresses maturity bias in marketing, where traditional marketers resist adopting new digital strategies. Hunter argues that social commerce should not be confined to brand awareness but integrated into shopper and commerce strategies.
Quote:
Hunter Pool: "Social is the birthplace of culture. If you're not participating in that space, then you're really missing out." ([24:34])
6. Authenticity vs. Perfection in Content Creation ([30:13] - [40:52])
Hunter and Sri delve into the importance of authenticity over perfection in social media content. Hunter shares insights on the shift from polished content to more real and relatable content, especially highlighted by trends like "photo dumps" on Instagram, which blend high-quality images with candid, less curated posts.
He discusses Acorn’s acquisition of Donut Digital, a company specializing in creating authentic, in-house produced content that mimics user-generated content (UGC) and influencer styles, ensuring higher engagement and relatability.
Quote:
Hunter Pool: "Perfect content is content that's going to make someone feel something... not a perfect transition or, you know, perfect image." ([37:52])
7. The Role and Future of TikTok ([40:52] - [43:26])
The conversation shifts to TikTok’s pivotal role in shaping modern culture. Sri raises concerns about potential legislative actions against TikTok, questioning the platform's sustainability in the U.S. Hunter expresses skepticism about a total ban, highlighting the platform’s significant economic impact and deep integration into the creator ecosystem.
Quote:
Hunter Pool: "I am in the camp that it will not be [banned]. We're living in a capitalist economy and there's too much at stake." ([41:37])
8. Navigating Social Media Platforms ([43:26] - [56:48])
Hunter emphasizes the necessity for brands to understand the unique functionalities and audiences of each social media platform. He advocates for a tailored media mix strategy within social channels rather than a one-size-fits-all approach.
- Meta (Facebook and Instagram): Sophisticated ad tools and vast audiences remain valuable.
- Instagram Stories vs. Reels: Stories offer real-time, authentic interactions, while Reels focus on dynamic, engaging video content.
- Photo Dumps: Represent a shift towards more authentic and varied content presentation.
He also briefly touches upon other platforms like X (formerly Twitter), predicting its potential decline and replacement by emerging platforms like Blue Sky.
Quote:
Hunter Pool: "Everything is being born on TikTok... if you master that style of content and understand how to reach people on that platform and then you start spreading it beyond the walls of social, that's where you layer in that targeting and personalization." ([47:18])
9. Advice for Brand Marketers ([56:00] - [57:43])
As the episode nears its end, Sri asks Hunter for actionable advice for brand marketers navigating the social media landscape.
Hunter's Key Recommendations:
- Engage with Platforms: Create accounts and start interacting, even if only as a consumer (“lurker”).
- Understand Native Content: Avoid simply reposting traditional ads; instead, create content that feels native to each platform.
- Integrate Social into Commerce: Extend successful social content beyond the platform to other marketing channels like product detail pages (PDPs) and search ads.
- Consistency and Frequency: Regularly post and experiment to discover what resonates with audiences.
- Authenticity: Align brand messaging with authentic and relatable content to build genuine connections.
Quote:
Hunter Pool: "Get on the platform, understand at a base level how to use it... don't let your TikTok strategy or your social strategy... only live at the brand awareness level." ([47:18])
10. Trends in Social Media: AI, Authenticity, Cancel Culture, and Platform X ([53:17] - [57:47])
AI: Hunter views AI as a valuable tool for data sorting but believes it cannot replace human connection in creative content. He cautions against over-reliance on AI, emphasizing the importance of human-driven authenticity.
Authenticity: Hunter underscores that authenticity is crucial for successful engagement. Brands must align with authentic voices to resonate with audiences genuinely.
Cancel Culture: Hunter acknowledges the complexity of cancel culture, advocating for a balanced approach where individuals can evolve while holding them accountable for significant missteps.
Platform X (Twitter): Hunter predicts that X may soon be replaced by emerging platforms like Blue Sky, noting that X's focus on conversation-driven content differentiates it from more content-centric platforms like TikTok.
11. Conclusion and Final Thoughts ([57:43] - [58:03])
Sri wraps up the episode by thanking Hunter and reiterating the importance of continued dialogue on social media's evolving landscape. She emphasizes the need for brands to stay informed and adaptable to leverage social media effectively.
Final Quote:
Hunter Pool: "Don't let it [social strategy] stop at social. Let it live beyond those walls because that's where the real power can come in." ([47:18])
Key Takeaways:
- Digital Creators are Diverse: Influencers range from micro to social celebrities, with engagement and authenticity being more critical than follower count.
- Authenticity Over Perfection: Modern audiences value genuine, relatable content over highly polished posts.
- Platform-Specific Strategies: Each social media platform has unique functionalities and audiences requiring tailored marketing approaches.
- Integration with Commerce: Successful social strategies should extend beyond awareness to drive commerce and shopper engagement.
- Adaptability is Crucial: Brands must stay agile, embracing new trends and platforms to remain relevant in the dynamic social media landscape.
Notable Quotes:
- Peter V. Bond: "We're 100% digitally influenced. Denying that it's just silly at this point." ([01:25])
- Hunter Pool: "Anyone can have influence... Someone that has 5 million followers may not actually be relevant to the audience that you're trying to reach." ([17:11])
- Hunter Pool: "Social is the birthplace of culture. If you're not participating in that space, then you're really missing out." ([24:34])
- Hunter Pool: "Perfect content is content that's going to make someone feel something... not a perfect transition or, you know, perfect image." ([37:52])
- Hunter Pool: "Get on the platform, understand at a base level how to use it... don't let your TikTok strategy or your social strategy... only live at the brand awareness level." ([47:18])
This episode provides a comprehensive exploration of the evolving role of digital creators in modern marketing. Hunter Poole shares invaluable insights into leveraging social media platforms authentically and strategically to drive consumer engagement and commerce. Brand marketers are encouraged to embrace authenticity, understand platform nuances, and integrate social strategies seamlessly into their broader marketing objectives.