๐‚๐จ๐ง๐Ÿ๐ž๐ฌ๐ฌ๐ข๐จ๐ง

Iโ€™ve sponsored an influencer with 15M followers that drove....9 purchasers.

Donโ€™t make the same mistake I did.

๐Ÿ‘‡๐Ÿ‘‡๐Ÿ‘‡
๐Ÿ/ ๐ˆ๐ฆ๐ฉ๐ซ๐ž๐ฌ๐ฌ๐ข๐จ๐ง๐ฌ ๐ฏ๐ฌ. ๐ˆ๐ง๐Ÿ๐ฅ๐ฎ๐ž๐ง๐œ๐ž

This is the hardest part of influencer marketing.

Followers, views, impressions donโ€™t convert to purchasers linearly.

Here are my favorite signals of true influence....
๐Ÿ/ ๐๐ž๐ซ๐ฌ๐จ๐ง๐š๐ฅ๐ข๐ญ๐ฒ-๐…๐ข๐ซ๐ฌ๐ญ

Good influencer marketing is personality-driven, not content-driven.

You watch because of the creator, not because of the content

Ignore...
-Faceless media brands
-Clickbait prank vids
-Highlight reels
๐Ÿ‘/ ๐„๐ง๐ ๐š๐ ๐ž๐ฆ๐ž๐ง๐ญ

Obvious. But community engagement is a great proxy for influence.

Rule of thumb:

โ€ข >20% engagement (likes + comments)
๐Ÿ’/ ๐‹๐จ๐ง๐ -๐…๐จ๐ซ๐ฆ ๐‚๐จ๐ง๐ญ๐ž๐ง๐ญ

Goal: Find destination content, not scroll-through content.

Podcast & YouTube stand out.

If you listen to someone speak or to watch their life....that is true influence.
๐Ÿ“/ ๐ƒ๐ž๐๐ข๐œ๐š๐ญ๐ž๐ ๐‚๐ซ๐ž๐š๐ญ๐จ๐ซ > ๐๐ข๐  ๐๐š๐ฆ๐ž

Mistake I made. You pay a premium, and donโ€™t get the results. Why?

Big names donโ€™t equal influence.

Creators have built their audiences directly for years, this is their super power.
๐Ÿ”/ ๐๐จ๐ซ๐ญ๐š๐›๐ฅ๐ž ๐€๐ฎ๐๐ข๐ž๐ง๐œ๐ž

Influential creators can port their audience wherever they go.

Their audience simply cannot get enough of their content.

Example:

David Dobrik...a top YouTube, Podcast, Tiktok & Instagram
๐Ÿ•/ ๐‚๐จ๐ง๐ฌ๐ข๐ฌ๐ญ๐ž๐ง๐œ๐ฒ

Donโ€™t look for viral videos, look for consistency.

Reason: You want an audience that always shows up.
๐Ÿ–/ ๐ˆ๐ง๐ฌ๐ข๐๐ž ๐‰๐จ๐ค๐ž๐ฌ

Every great friend group has inside jokes.

Itโ€™s the same for great creators communities.

Just look in the comments of any David Dobrik, Mr Beast, Emma Chamberlain video.
For the record. I am a massive influencer marketing fan.

Worked with over 1k creators, 2.5 billion views, millions in revenue

โ€ข โ€ข โ€ข

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More from @ianrborthwick

3 Jan
How I went from 0 - 40k followers in a year in a half.

A thread

๐Ÿ‘‡๐Ÿ‘‡๐Ÿ‘‡
1/ ๐‹๐ฎ๐œ๐ค

A drugged David Dobrik called, said I was on the vlog & he wanted to negotiate a promo live ๐Ÿ˜ฌ

I donโ€™t remember the convo, bc the thought 20m ppl listening made me have a panic attack.

Spent the next 12 hrs trying to figure out if we actually had the money.
2/ ๐‚๐ฅ๐จ๐ฎ๐ญ ๐‚๐ก๐š๐ฌ๐ข๐ง๐ 

We did 15 videos since then, &
I clout-chased everyone.

If David tweeted, I responded immediately.

I amassed a loyal following of 10k+ David Dobrik fans.

Which was cool, but as a 30 year old I was a bit out of my wheelhouse.
Read 6 tweets
17 Dec 20
$276,000,000+

Revenue that Ryan Kaji will generate this year.

Heโ€™s the top earning YouTuber & heโ€™s
just 9 years old.

๐Ÿ‘‡๐Ÿ‘‡๐Ÿ‘‡
Ryanโ€™s power is his distribution - 43B channel views.

Where he monetizes 3 ways:

1. Consumer Retail & Licensing
2. Digital Licensing
3. YouTube AdSense
1/ Consumer Sales & Licensing

Ryan has over 1k products in 75k stores, including Target and Walmart.

Sales are up 500% in 3 years.

2018: $42m
2019: $150m
2020: $250m
Read 7 tweets
6 Dec 20
2021 Prediction

Weโ€™re about to see a rush of influencer equity deals.

Some thoughts ๐Ÿ‘‡
1/ The Distribution Problem

Distribution a massive challenge for start-ups.

AdWords, Facebook, IG ads are not the growth hacks they used to be.

Big brands figured it out, & have driven prices up.
2/ Enter Influencer Marketing

Suddenly, startups could avoid the Facebook & Google tax by partnering directly with creators.

The problem: prices arenโ€™t cheap.
Read 8 tweets
21 Nov 20
A TikTok house lost ~$1M in 6 months...

Now itโ€™s a publicly traded stock.

Thread ๐Ÿ‘‡๐Ÿ‘‡๐Ÿ‘‡
1/ Last week, Clubhouse Media went public via a reserve merger:

โ€ข 4 TikTok Houses
โ€ข 90M combined followers
2/ The pitch:

A new-age media brand, part talent mgmt, part content studio.
Read 9 tweets
1 Sep 20
Nike paid Casey Nestiat to film a commercial.

But instead he took the money & traveled the world.

Producing the greatest brand story of all time.

๐Ÿ‘‡๐Ÿ‘‡๐Ÿ‘‡
1) @Casey was creatively burnt out.

He just filmed 2 ads for Nike & wanted something different.

So he decided to go rogue...without telling the client.

(a big no-no in the marketing world)
2) In his words:

โ€œConsequences aside, if I could do anything in the world, what would it be?

Do I want to produce another regular advertisement?

No.

I would take this production budget and travel the world.โ€
Read 7 tweets
22 Aug 20
โ€œWant to do influencer marketing, but donโ€™t know where to start.โ€

Get this a ton. So here ya go.

๐Ÿ‘‡๐Ÿ‘‡๐Ÿ‘‡
1. What are you measuring...

Figure this out. Otherwise you wonโ€™t know if your marketing works.

The closer measurement is to purchase the better.

Examples:
โ€ข Views, downloads, purchases
2. Where is your brandโ€™s community?

What communities is your target consumer in? Where do they join ppl with similar interests?

Examples:
โ€ข Subreddits, YouTube, Podcast

Donโ€™t worry about picking influencers yet.
Read 9 tweets

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