Hard Refresh on influence

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Hard Refresh

State of Social

11 episodes

1 week ago

Discover what’s in store for us in the next 25 years of digital marketing and how the first 25 years of this century shaped our industry (and the world), in Hard Refresh. This limited 10-episode series from Australia’s best marketing conference, State of Social, looks ahead at what trends, technologies, cultural shifts, and maybe even controversies, will define digital marketing over the next 25 years. Andrés López-Varela (a.k.a. ALV), one of Australia's most experienced marketing educators, is joined by a cast of industry leaders picked from the ranks of this year's State of Social speakers to unearth what's next for digital marketing. Join them as they press F5 to discover a refreshed perspective on everything from the next evolution in social media to the role of marketing in culture, from the future of digital audio to the changing role of online video, from the era-defining impacts of AI and automation to the brave new world for marketing agencies, and much more. Hard Refresh is recorded and produced on the traditional lands of the Whadjuk Noongar people, the Awabakal people and the Gadigal People of the Eora Nation.

All content for Hard Refresh is the property of State of Social and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Hard Refresh on influence

Hard Refresh

40 minutes

2 months ago

Hard Refresh on influence

Influence has evolved from glossy celebrity endorsements to TikTok dances, AI avatars, and micro-creators running their own economies. In this opening episode of Hard Refresh, host Andrés López-Varela sits down with Dan de Sousa (Quiip), Sharyn Smith (Social Soup), and Tyler O’Day (Empire State Realty Trust) to explore the future of influence.

Together, they unpack how “authenticity” is becoming performative, why influence is more about cultural moments than follower counts, and what happens when AI influencers enter the mainstream. It’s a deep dive into how communities, creators, and technology will define trust in the decades ahead.

In this episode:

Authenticity is no longer straightforward
The panelists explore how raw, lo-fi content became the new standard during COVID, but how even that has already hardened into “performative authenticity.” What once felt spontaneous now risks being just another tactic.
Cultural moments now matter more than reach
Influence has shifted away from raw follower numbers toward creators who tap into the zeitgeist (like local personalities turned viral icons at the Empire State Building) and brands are learning to chase moments rather than metrics.
AI influencers raise new ethical and creative questions
From Brazil’s “Lu do Magalu” to fashion avatars on Instagram, synthetic creators are amassing millions of followers. The group debates disclosure, deception, and whether audiences care if their influencer is human at all.
The shop-front economy of creators
Affiliate codes, TikTok shops, and brand partnerships have blurred the line between community and commerce. Some influencers now function like storefronts, while others fight to maintain long-term trust by aligning only with brands they genuinely use.
The future of trust and mental health
From loneliness to scams, the panel raises concerns about how over-reliance on AI avatars and algorithmic influence might undermine digital literacy, media trust, and even wellbeing.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.