Episode 5: Influencing Outcomes
Episode 5 examines how creators are driving full-funnel outcomes with Amanda Bosch, exploring how large organisations use creators as long-term assets, where creator content outperforms brand ads, and what it takes to turn creator investment into measurable commercial results.
In the fifth episode of Influencing Outcomes, Nathan Powell is joined once again by guest co-host Eliza Lewis for a conversation that sits at the intersection of culture, commerce and creator performance, and explores how creator marketing is increasingly being designed to drive outcomes across the full marketing funnel.
They are joined by Amanda Bosch, Social Performance and Creator Marketing Lead at Foxtel Group, where she works across BINGE, Kayo Sports and Foxtel to deliver measurable results through social and creator-led strategies. With more than two decades of experience spanning digital, content and performance marketing, Amanda brings a rare full-funnel perspective on how creators can influence awareness, education and subscriber growth at scale within large, complex organisations.
Together, they unpack how creator marketing has evolved beyond a brand awareness lever and into a commercially accountable growth channel. The conversation explores why creators are increasingly treated as long-term assets rather than one-off campaign tactics, how Foxtel Group thinks about amortising creator investment over time, and where creator content continues to outperform traditional brand advertising. Amanda also shares practical insight into the performance gap between creator and brand-led content, the role of speed and platform fluency in driving results, and the structural and organisational barriers that still prevent some brands from increasing spend, even when the data supports it.
In this week’s TLDR, Nathan and Eliza break down three major stories shaping the creator economy. They discuss Reddit’s legal challenge to Australia’s under sixteen social media ban and what it could mean for platform governance, unpack TikTok Shop’s explosive Black Friday performance across the US and UK, and examine the growing trust gap between audiences and AI-generated content as platforms introduce new controls and disclosure requirements.
This episode offers grounded, real-world insight for marketers, agencies and creators who are looking beyond reach and engagement, and are focused on building creator strategies that deliver clarity, performance and meaningful commercial outcomes across the full funnel.
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