#29: Influencers as entrepreneurs. A talk with Christian Zabel (TH Köln, Germany)

In this episode of the Screen Meet podcast, Ulrike Rohn interviews Christian Zabel about the evolving landscape of influencers as entrepreneurs. They discuss the changes in influencer operations over the years, the unique characteristics that differentiate influencers from traditional entrepreneurs, and the key competencies required for success in this field. The conversation also touches on the importance of market knowledge, the role of AI in the influencer economy, and what should be taught to aspiring influencers in educational settings.TakeawaysInfluencers have evolved from video creators to significant market players.The influencer market is driven by personal branding and creativity.Understanding the marketplace is crucial for aspiring influencers.Dynamic capabilities are essential for adapting to changes in the influencer economy.AI is transforming content production but may increase competition.Market orientation is more important than technical skills for influencers.Creativity alone does not guarantee success in the influencer space.Influencers must balance authenticity with commercial interests.Teaching entrepreneurial skills is vital for future media professionals.The influencer economy is rapidly changing, requiring constant adaptation.Keywordsinfluencers, entrepreneurship, digital transformation, media industry, dynamic capabilities, creative industries, influencer marketing, AI in mediaChristian Zabel is Professor for Innovation and Corporate Management at TH Köln – University of Applied Sciences since 2016. His research focuses on the digital transformation of media companies, production and distribution of digital media and on the development of digital markets and ecosystems (including streaming services, VR, influencer marketing and online advertising). He regularly publishes in internationally renowned journals, including Technological Forecasting and Social Change, Journal of Media Economics or European Journal of Innovation Management. Previously, he headed the product management of t-online.de, Germany’s largest online publisher. From 2008 to 2012 he was executive assistant to Deutsche Telekom’s CEO René Obermann, overseeing strategic cooperation with the media industry. Christian Zabel studied journalism in Dortmund and Brussels and political science at Sciences-Po Paris (IEP). His doctoral thesis focused on the innovation competition in the German television production sector.Host: Ulrike RohnSound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -https://bfmentrepreneurhub.tlu.ee/screenme-podcast/