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, content production, and building trust in a noisy digital space, this episode is a must-listen for anyone working with—or aspiring to become—a creator today.

Listen to Part 1 with Sarah Adam who directs the B2B influencer marketing team at Wix Studio.   

Ben's top 3 tips for content creators:

1. Prioritize ideas over everything
2. Don't fuss over the details like hashtags or captions
3. Keep experimenting with formats

Ben's top 3 tips for marketers:

1. Match the content with your product, not just your audience
2. Build great affiliate programs
3. Use creators for unique insights and strategy

Timestamps:

• 03:00 – What Ben learned about value and CPM from Twitch and healthcare display ads
• 06:30 – Starting content creation and streaming on Twitch
• 08:45 – 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 strategies for gifting vs. paid partnerships
• 51:00 – Ranking platforms: TikTok, Instagram, YouTube, LinkedIn
• 58:30 – Tailoring content by platform for trust and reach
• 1:05:00 – Top 3 tips for aspiring creators and top 3 tips for marketers working with them

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