Brands also understand the potential benefits of working with a creator who has developed an engaged following on more than one platform, said Stephen Perlstein, SVP of podcasts and corporate marketing at Studio71, which works with almost 1,000 creators to expand their businesses, often into podcasting.

“Influencer hosts have been talking and connecting with their audiences on many channels, in many different ways, for maybe years at a time,” Perlstein said. “There’s value there for brands.”

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