Digital Marketing Institute Podcast | #117 Influencer Marketing - the Influencer
In the second part of our influencer marketing series, we shift focus from the marketer to the creator. Host Will Francis chats with Ben Kaluza, a former Twitch ad ops professional turned full-time content creator. Ben shares his candid journey into content creation—from gaming streams and OBS tutorials to building a trusted multi-platform presence across TikTok, YouTube, and LinkedIn.
Ben gets into what creators really need to succeed, how to balance authenticity with monetization, and how marketers can partner with them successfully. With honest takes on influencer compensation,…
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Chapters (12)
3:00
What Ben learned about value and CPM from Twitch and healthcare display ads
6:30
Starting content creation and streaming on Twitch
8:45
Discoverability struggles on Twitch and why TikTok became his growth engine
11:00
How monetization culture differs across Twitch and TikTok
14:10
Creator fatigue and why streaming isn't sustainable for most
16:30
Pivoting to TikTok tutorials: from opinion to practical value
20:15
High vs. low production content and platform fit
28:00
Creator vs. influencer: defining the roles
30:00
Making a living: how brand deals, pricing, and scheduling actually work
38:15
What marketers should understand when working with creators
41:30
Why paid media should back creator content
46:00
Smart strate
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