{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Startup CPG Podcast","title":"#245 - Growing Your Brand with Influencer Marketing with Joybyte","html":"","width":"100%","height":180,"duration":3676,"description":"In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Myriah Castillo, president of Joybyte, and Val Ponce De Leon, head of influencer at Joybyte, to dig into one of the most talked-about topics in the Startup CPG Slack: influencer marketing. Not the celebrity post-and-pray version — but the strategic, scrappy, content-engine approach that actually moves the needle for early stage CPG brands.\nMyriah opens with a reframe that changes how you think about the whole category: stop thinking about influencers as a conversion tool and start thinking about them as a content engine. From there, she and Val walk through what a real creator-led growth strategy looks like — from nano creator gifting and first-round testing to long term ambassador relationships, content repurposing through whitelisting, and the brief that took a creator who wasn't converting to $10,000 in sales in a single weekend.\nThey share real brand examples — including Jackson's Chips and Ice Barrel — that show what it looks like when the strategy actually works. And they get into the specifics brands at every stage need to hear: what nano and micro creators actually cost, how to set expectations from day one, when to introduce budget, and how to get the most out of every piece of content you commission.\nWhether you're a founder who has never run a creator campaign, a brand that tried influencer marketing and wasn't sure if it worked, or someone trying to figure out how to stretch a limited budget, this episode is the foundation you need.\nListen in as they discuss: Why long term creator relationships beat one-off posts — and how to get there through a structured test and learn approach — What nano and micro influencers actually cost, what gifting can realistically get you, and how to set clear expectations from day one — How to repurpose creator content across paid media, organic social, email, and PDPs through whitelisting and collaborative posts — Why the content itself is the...","thumbnail_url":"https://img.transistorcdn.com/pMuUaMpWaAi3tfCEgC2OkLBVzokuLjLsIzwDIbGFqi4/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hMTFl/MTgxNTNlZTAwZjU1/ZmNmNWM1ZjkwMDg5/NTU4MS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}