The Instagram Business
The influencer economy, audience-first vs. brand-first models, storefronts and affiliate ecosystems.
- Lectures
- 8
- Total runtime
- 3h 35m
- Attendance minimum
- 1h 48m
- Prerequisites
- BUS-401 Creator Economics I
Lecture Playlist
Ordered as a teaching progression, not by popularity. Attendance is recorded once half of a lecture has been watched.
- Innovate for, and with, the Consumer: Bonin Bough (Triller) Why brands buy creators: culture as the growth engine of the influencer economy 38 min Attended
- Why Influencers Should Pay Attention to Word Choice What actually makes influence work: research on the language influencers use 13 min Attended
- 2. Communicating Our Multiple Selves: How to Effectively Manage Your Reputation The audience-first model: the person as the durable asset, and reputation as the thing being managed 15 min Attended
- Warby Parker's CEO on Disruption and Consumer Experience The brand-first model: product, narrative, and blended retail built before the audience 24 min Attended
- Dream, Do, Dare: Using Brand Mission to Drive Market Opportunity What separates a brand from a merch drop: mission that outlives the product 59 min Attended
- "The Shopping Revolution" Book: Interview with Author Barbara E. Kahn The storefront: what a retail proposition has to be best at in order to survive 20 min Attended
- The Future of Retail with AI, Omnichannel Marketing, and Customer Experience Selling across surfaces: omnichannel, flattened product differentiation, and experience as the differentiator 18 min Attended
- Practicum · working creator 3 years of Building a Fashion Brand in 28 mins Three years of a social-first clothing brand told by the founder who built it, including what he got wrong: Lecture 4's brand-first model and Lecture 5's mission-beyond-product argument, run on a real business where the audience follows the brand rather than the person, and the drops either sell or they don't 28 min Attended
Every course reserves one practicum seat, listed last and marked P. It is filled by someone who has shipped the work — here, Ken Sakata — because the university lectures establish why something works and the practicum shows it being done under real constraints.