𝐂𝐨𝐧𝐟𝐞𝐬𝐬𝐢𝐨𝐧

I’ve sponsored an influencer with 15M followers that drove....9 purchasers.

Don’t make the same mistake I did.

👇👇👇 𝟏/ 𝐈𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧𝐬 𝐯𝐬. 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞

This is the hardest part of influencer marketing.

Followers, views, impressions don’t convert to purchasers linearly.

Here are my favorite signals of true influence....

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

A thread

👇👇👇 1/ 𝐋𝐮𝐜𝐤

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

I don’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.

$276,000,000+

Revenue that Ryan Kaji will generate this year.

He’s the top earning YouTuber & he’s
just 9 years old.

👇👇👇 Ryan’s power is his distribution - 43B channel views.

Where he monetizes 3 ways:

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

2021 Prediction

We’re about to see a rush of influencer equity deals.

Some thoughts 👇 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.

A TikTok house lost ~$1M in 6 months...

Now it’s a publicly traded stock.

Thread 👇👇👇 1/ Last week, Clubhouse Media went public via a reserve merger:

• 4 TikTok Houses
• 90M combined followers

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.

👇👇👇 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)

“Want to do influencer marketing, but don’t know where to start.”

Get this a ton. So here ya go.

👇👇👇 1. What are you measuring...

Figure this out. Otherwise you won’t know if your marketing works.

The closer measurement is to purchase the better.

Examples:
• Views, downloads, purchases

While everyone called influencer marketing a fad...

...a 19 year old created the $1.3B Gymshark empire.

Thread 👇👇👇 1/ Launching a new product is tough.

Tougher without almost no budget.

That was the situation for Ben Francis.

A pizza boy launching an apparel company from his mom’s garage.

So Ben got creative.

No one is doing it like Cash App.

🏆 #1 Finance App
💰 $176M Q1 Gross Profit
📱 35M Monthly Users
🚀 240% YoY User growth
📈 1M Twitter Followers
📸 1.3M Instagram Followers
💪 Surpassed Venmo Users

A case study on social + influencer marketing.

(a thread 👇) 1️⃣ Social

People overthink social. Cash App does not....

The strategy is simple → giveaway money. #CashAppFriday

But when transferring money is your product and 70k people are responding with their cashtag

...it’s pretty fucking effective

Turned 30 today 🎉. Here’s what I’ve learned:

1️⃣ Don’t be an asshole

2️⃣ Better to have 5 close friends, than 30 casual ones

3️⃣ Get a therapist

4️⃣ Twitter, podcast & internet taught me more than college

5️⃣ Careful w/ edibles 6️⃣ A start-up will accelerate your career 5x

7️⃣ Get a 🐶, you’ll enjoy the responsibility

8️⃣ Tip 20%

9️⃣ Say no more often. It will make you happier

1️⃣0️⃣ The most confident people are typically most insecure

(Con’t 👇)