Connor (35:59)
Yeah, we use Archive. I like Archive because we'll basically like we, we. I give and I work on in our like influencer team in general, some of their main key results are impressions and impressions per category. So like that's one reason I like Archive is like if we go seed, you know, 100 people knives, we can pump them into our knives collection and then automatically see that content populate and like, not to mention it's a great, it's a great way to go and see like whole, you know, this person. Of the 20 piece of content we saw come in today, like this person, you know, by far had the most, you know, compelling video they made. Like, all right, maybe we go and approach them about doing like, like graduating them into like a paid ad deal. So really easy for that because you can just see all the content right in front of you. You can organize pocket by collection. You can even like reach out to them through the platform if you want to get like usage rights and stuff like that. So yeah, I mean we, we, we use Archive for all that jazz and then we use super affiliate for our, our social affiliate program. So and that's, and that's like, because I've struggled too with that, Connor. I'm like the, you know, not attribute or not optimizing towards like a last click based conversion in revenue and like an overall return on ad spend. But you know, that's ultimately too why we rolled out this social affiliate program. Because I actually think that like generally speaking, like, and this is what we found over time by, by testing out using like short links and, and content and whatnot is that like, like most of these people, like you look at the cooking space, for example, like if you follow Salt Hank, for example, who's a influencer that we used to work with, like you are not like you are following Salt Hank because he makes really cool cooking videos. Like it's really fast paced, it's shot on like a really high definition camera. He's making like really creative things that are like just genuinely fun to watch. You know what he's never doing, he's never shilling products. Like his audience is fundamentally not there to be sold products. And then you go look at like a social affiliate and like that's all they do, like their audience is there to be sold products. So that's like part of the like that is a big fundamental reason that our like thinking has shifted because like yes, he might not be selling products directly but there's still value obviously to be the cookware of choice, you know, from Salt Hank, who has a lot of respect as a, as like a sandwich chef in this space. Now the, the key is or not the key, but like, I think the, what we want to try to do is maybe find those people that do a little bit of both. Right? Like some of these, like, female like lifestyle creators is kind of where that like overlap happens, where like, yes, it's still lifestyle content, but you go look at like Bethany Frankel's Instagram feed. Like, all it is is her talking about products or a lot of it, I should say. And like, she's one of those people where I actually think she checks that like brand ambassador box because she's aspirational. Like, a lot of people look up to her and like, you know, if we had Bethany Frankel, we kind of have that like, you know, rich housewife mom category, like covered. But she's also like, in many ways an affiliate because her audience is she. Yeah, she moves exactly. And like, so with her we actually like, we product seated her and she posted organically. Didn't tag us, just like was cooking something and I had, there was like 25 comments like, what is this cookware? What is that? Like, what are you using here? So she's actually one that we are like, she's like one of the examples in one of the like, niches that we're very interested in is like, all right, she, she's checking all these boxes and she's in a category that we think is very food adjacent, which is like, again, the kind of rich housewife niche is, is what we've called it. So like, you do find those people, but I think those are a dime a dozen it's like, you gotta understand that like very much like the ad you put out there attracts a certain type of person, whether it's like a pure brand product explainer versus like big, bold, punchy, 50 off. Like it's the same thing with an influencer's audience. Like they're there based on the content the influencer is posting. So if they're not selling products a lot, well, you shouldn't Excel, expect them to sell products organically. That's not the case with paid. But like, organically, you shouldn't expect a recipe creator to go get a ton of like revenue attributed because their audience is there for that.
