Sweat Equity by Marketing Examined: Episode Summary
Episode Title: I've Worked With 35,000+ Influencers - Here's what you need to know
Release Date: November 12, 2024
Hosts: Alex Garcia & Brian Blum
Introduction
In this episode of Sweat Equity by Marketing Examined, hosts Alex Garcia and Brian Blum delve deep into the vast world of influencer marketing. With firsthand experience managing partnerships with over 35,000 creators across platforms like TikTok and Instagram, they share invaluable insights, strategies, and best practices for brands looking to optimize their influencer collaborations.
Scaling Influencer Partnerships
Alex:
"This year we have worked with over 35,000 creators via TikTok or Instagram affiliate partnerships."
[00:02]
The hosts begin by highlighting the sheer scale of their influencer network. Managing such a vast number of creators requires robust systems and strategic sourcing methods.
Sourcing Creators: Discord Communities & Affiliate Agencies
Brian:
"What's crazy about that is, I'm guessing that's all through like, different Discord Communities."
[00:10]
Alex:
"It's Discord communities. It's affiliate agencies, like, you know, sourcing through Grant, all that stuff."
[00:14]
They discuss the primary channels for sourcing creators, emphasizing the role of Discord communities and affiliate agencies. These platforms allow for efficient discovery and recruitment of influencers tailored to specific brand needs.
Navigating Affiliate Agencies
Brian:
"Like Paul Street, for example. Do you guys work with Paul Street?"
[00:22]
Alex:
"No, we don't and I haven't really. They do more of the publisher affiliate."
[00:24]
The conversation touches on various affiliate agencies, clarifying their roles and differentiating between publisher affiliates and creator partnerships. Understanding the distinction is crucial for brands to align with the right partners.
The Pitfalls of Flat-Fee Models
Alex:
"It's that every single creator partnership should have direct ROI that the creator makes tied to their payment. So if they are driving sales for you, then they need to be getting compensated."
[03:00]
Brian:
"We're working with one of the, I don't know if I could say like one of the hydration brands..."
[04:21]
The hosts critique the traditional flat-fee payment models for influencer partnerships, arguing that they lack alignment with brand objectives. Flat fees often result in creators not putting forth their best effort, as their compensation isn't directly tied to performance.
Implementing ROI-Tied Incentives
Alex:
"Tying every single partnership to specific incentives is super, super important."
[03:10]
They advocate for compensation structures that directly correlate with the creator’s performance, such as commissions based on sales generated. This alignment ensures that creators are motivated to produce content that drives tangible results for the brand.
Tier-Based Commission Structures
Alex:
"More brands should implement tier based commission structure."
[03:30]
Brian:
"The more incremental revenue that you're driving, the more you should give away in margin..."
[04:00]
The episode highlights the benefits of tiered commission structures. By increasing commissions as creators drive more sales, brands can incentivize higher performance levels, ensuring a mutually beneficial relationship.
Gamification: Boosting Creator Engagement
Brian:
"It feels like a video game where you're unlocking."
[05:07]
Alex:
"We're working with all these different brands and notated which ones drove revenue..."
[05:00]
Introducing gamification elements, such as tiered rewards and bonuses for achieving specific milestones, can significantly enhance creator engagement and productivity. This approach transforms the partnership into an interactive and rewarding experience.
Balancing Brand and Performance Marketing
Brian:
"Brand marketing lowers your cost per acquisition over time. And that's a six month lagging indicator."
[08:14]
Alex:
"The touchpoint philosophy in marketing, which is someone needs to see your brand like six times before they buy."
[11:21]
The hosts discuss the interplay between brand marketing and performance marketing. While performance marketing focuses on immediate ROI, brand marketing builds long-term equity, reducing customer acquisition costs over time. Aligning both strategies can lead to sustained growth.
Crafting Strong Creative Briefs
Alex:
"Every single brief should have these three things: Incentives, strong, brief and clear expectations."
[03:00]
Brian:
"Like if you're writing a creative brief, it needs to have these three things."
[12:35]
A cornerstone of successful influencer partnerships is the creative brief. Alex and Brian emphasize the importance of including key differentiators, inspirational content, and clear expectations to guide creators in producing aligned and effective content.
Incorporating Inspiration and Ideas
Alex:
"Creators will just let it fly with what they think they need to make. And if you don't provide at least three pieces of inspiration..."
[13:08]
Brian:
"So even if numbers just probably sound whack, but that's just also the name of the game."
[15:31]
Providing creators with concrete examples and ideas ensures consistency and alignment with brand messaging. This guidance helps in scaling quality content across thousands of creators, increasing the likelihood of successful campaigns.
Community Activations and Long-Term Engagement
Brian:
"Leveraging and building out these community events and activations is awesome."
[20:59]
Alex:
"What's the play here, right? What is... What framework should you follow..."
[30:38]
In the latter part of the episode, the hosts explore the significance of community activations and long-term engagements. They illustrate how structured programs, like marathon training with Bandit Running, can foster deep brand loyalty and transform participants into lifelong advocates.
Key Takeaways
- Align Compensation with Performance: Move beyond flat fees to ROI-tied incentives and tiered commissions to motivate creators effectively.
- Implement Gamification: Introduce game-like elements to enhance engagement and drive better results from influencer partnerships.
- Balance Marketing Strategies: Integrate brand marketing with performance marketing to build long-term brand equity while achieving immediate ROI.
- Craft Detailed Creative Briefs: Provide clear, inspirational, and directive briefs to ensure creators produce aligned and impactful content.
- Foster Community and Long-Term Relationships: Utilize community events and structured programs to build deep, lasting relationships with your audience.
Conclusion
Alex Garcia and Brian Blum provide a comprehensive exploration of managing large-scale influencer partnerships. Their emphasis on strategic compensation, creative guidance, and community building offers a roadmap for brands aiming to maximize their influencer marketing efforts. By implementing these insights, businesses can create more effective, aligned, and sustainable influencer collaborations.
Notable Quotes:
-
Alex Garcia: "Tying every single partnership to specific incentives is super, super important."
[03:10] -
Brian Blum: "It feels like a video game where you're unlocking."
[05:07] -
Alex Garcia: "The touchpoint philosophy in marketing, which is someone needs to see your brand like six times before they buy."
[11:21] -
Brian Blum: "Like if you're writing a creative brief, it needs to have these three things."
[12:35]
For more insightful discussions and actionable marketing strategies, subscribe to Sweat Equity by Marketing Examined and stay ahead in the ever-evolving landscape of influencer marketing.