Influencer Marketing as a Scalable Growth Channel

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8

Ayinde Alakoye (Founder of Nedl - User-generated Radio/audio) and Ludie Veloso (VP of Operations at Airbrush - Photo Editor) talk about how to find the right influencers, testing influencers in a new geo, tracking performance and more. This event was live only, and I can unfortunately not share the video link (talk with Louis Tangay if you want it).

Source:
Influencer Marketing as a Scalable Growth Channel
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Panel
Publication date:
October 20, 2020
Added to the Vault on:
April 14, 2021
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💎 #
1

Several different ways to find influencers:
- Use platforms
- Look up hashtags
- Referrals from other influencers

1:35:35
💎 #
2

When exploring a new country, start with a lot of micro-influencers for 3/4 months while looking at CPE (Cost Per Engagement: likes, shares, views for TikTok). When CPE stabilizes take the best performing influencers and explain to them that you're looking for installs and tell them the types of campaigns that work.

1:39:55
💎 #
3

For both your company's success and your influencers’ success (so you do not put too much pressure on them), it's important to understand that your influencer marketing is a subset of your marketing.

1:42:57
💎 #
4

There is an exhaustion point. After you've "used" an influencer, you can not use him again.

1:45:20
💎 #
5

You can "recycle" an influencer, depending on the time that passed since the last campaign and how much that influencer has grown. Example: if going from 500k to 1M, the influencer's audience changes.

1:45:37
💎 #
6

If an influencer brings good performance during the campaign period, he goes to a "star" list. After a few months they check if the influencer's audience has grown, if engagement has grown, etc. If there was growth, they can work again with that influencer.

1:46:15
💎 #
7

It's all about what's in it for the influencer. Nēdl uses the acronym FAMILY to think about the 6 motivations that influencers can have and tailor their pitch:
- Fame (being associated with the app)
- Audience (growing their audience size)
- Money
- Impact (trying to have a social impact)
- Loyalty (passionate about fanbase, often for smaller/mid-tier influencers)
- Yes (used to hearing the word "Yes" and just want agreement)

1:48:12
💎 #
8

Channels like FB/Google give a good CPI that influencer marketing could not match. But because influencer marketing is also content (i.e it goes beyond just the acquisition) she adds 50-60% to the FB/Google CPI to estimate an ok influencer campaign CPI. This also takes into account the organic uplift it brings.

1:51:34
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💎 #
1

Several different ways to find influencers:
- Use platforms
- Look up hashtags
- Referrals from other influencers

1:35:35
💎 #
2

When exploring a new country, start with a lot of micro-influencers for 3/4 months while looking at CPE (Cost Per Engagement: likes, shares, views for TikTok). When CPE stabilizes take the best performing influencers and explain to them that you're looking for installs and tell them the types of campaigns that work.

1:39:55
💎 #
3

For both your company's success and your influencers’ success (so you do not put too much pressure on them), it's important to understand that your influencer marketing is a subset of your marketing.

1:42:57
💎 #
4

There is an exhaustion point. After you've "used" an influencer, you can not use him again.

1:45:20
💎 #
5

You can "recycle" an influencer, depending on the time that passed since the last campaign and how much that influencer has grown. Example: if going from 500k to 1M, the influencer's audience changes.

1:45:37
💎 #
6

If an influencer brings good performance during the campaign period, he goes to a "star" list. After a few months they check if the influencer's audience has grown, if engagement has grown, etc. If there was growth, they can work again with that influencer.

1:46:15
💎 #
7

It's all about what's in it for the influencer. Nēdl uses the acronym FAMILY to think about the 6 motivations that influencers can have and tailor their pitch:
- Fame (being associated with the app)
- Audience (growing their audience size)
- Money
- Impact (trying to have a social impact)
- Loyalty (passionate about fanbase, often for smaller/mid-tier influencers)
- Yes (used to hearing the word "Yes" and just want agreement)

1:48:12
💎 #
8

Channels like FB/Google give a good CPI that influencer marketing could not match. But because influencer marketing is also content (i.e it goes beyond just the acquisition) she adds 50-60% to the FB/Google CPI to estimate an ok influencer campaign CPI. This also takes into account the organic uplift it brings.

1:51:34
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💎 #
1

Several different ways to find influencers:
- Use platforms
- Look up hashtags
- Referrals from other influencers

1:35:35
💎 #
2

When exploring a new country, start with a lot of micro-influencers for 3/4 months while looking at CPE (Cost Per Engagement: likes, shares, views for TikTok). When CPE stabilizes take the best performing influencers and explain to them that you're looking for installs and tell them the types of campaigns that work.

1:39:55
💎 #
3

For both your company's success and your influencers’ success (so you do not put too much pressure on them), it's important to understand that your influencer marketing is a subset of your marketing.

1:42:57
💎 #
4

There is an exhaustion point. After you've "used" an influencer, you can not use him again.

1:45:20
💎 #
5

You can "recycle" an influencer, depending on the time that passed since the last campaign and how much that influencer has grown. Example: if going from 500k to 1M, the influencer's audience changes.

1:45:37
💎 #
6

If an influencer brings good performance during the campaign period, he goes to a "star" list. After a few months they check if the influencer's audience has grown, if engagement has grown, etc. If there was growth, they can work again with that influencer.

1:46:15
💎 #
7

It's all about what's in it for the influencer. Nēdl uses the acronym FAMILY to think about the 6 motivations that influencers can have and tailor their pitch:
- Fame (being associated with the app)
- Audience (growing their audience size)
- Money
- Impact (trying to have a social impact)
- Loyalty (passionate about fanbase, often for smaller/mid-tier influencers)
- Yes (used to hearing the word "Yes" and just want agreement)

1:48:12
💎 #
8

Channels like FB/Google give a good CPI that influencer marketing could not match. But because influencer marketing is also content (i.e it goes beyond just the acquisition) she adds 50-60% to the FB/Google CPI to estimate an ok influencer campaign CPI. This also takes into account the organic uplift it brings.

1:51:34
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How do you find your influencers?

Ludie

[💎@1:35:35] Several different ways to find influencers:

  • Use platforms
  • Look up hashtags
  • Referrals from other influencers

One of the important things they are looking for in influencers: do they have a connection to the app, are they interested in that field?

Ayinde

Nēdl has a more hands-on approach. They rely on a strong network of advisors and focus on specific verticals: business, faith, marketers.

What kind of success have you seen?

Ayinde

Kevin Mayer from TikTok is an advisor. Will Smith is an investor as well. The company just brought on Rocsi Diaz (106 & Park).

Ludie

Looks a lot at performance.

[💎@1:39:55] When exploring a new country, start with a lot of micro-influencers for 3/4 months while looking at CPE (Cost Per Engagement: likes, shares, views for TikTok). When CPE stabilizes take the best performing influencers and explain to them that you're looking for installs and tell them the types of campaigns that work.

Airbrush is a subscription app so the main goal is free trials, which can take a long time. They start with micro-influencers then grow from there.

Been doing campaigns since 2006.

Tracking and reporting key metrics

Ayinde

Nēdl gives everybody their own radio station.

[💎@1:42:57] For both your company's success and your influencers’ success (so you do not put too much pressure on them), it's important to understand that your influencer marketing is a subset of your marketing.

Nēdl wants influencers to actually want to work on the platform. They give them a virtual currency (hay) that you can cash up for money. They look at a minimum .2% of conversion.

Finding and recruiting influencers

Ludie

Everything is data driven.

[💎@1:45:20] There is an exhaustion point. After you've "used" an influencer, you can not use him again.

[💎@1:45:37] You can "recycle" an influencer, depending on the time that passed since the last campaign and how much that influencer has grown. Example: if going from 500k to 1M, the influencer's audience changes.

[💎@1:46:15] If an influencer brings good performance during the campaign period, he goes to a "star" list. After a few months they check if the influencer's audience has grown, if engagement has grown, etc. If there was growth, they can work again with that influencer.

Needs to be reporting on CPI/CPA

Ayinde

Small team so they do things a bit differently.

[💎@1:48:12] It's all about what's in it for the influencer. Nēdl uses the acronym FAMILY to think about the 6 motivations that influencers can have and tailor their pitch:

  • Fame (being associated with the app)
  • Audience (growing their audience size)
  • Money
  • Impact (trying to have a social impact)
  • Loyalty (passionate about fanbase, often for smaller/mid-tier influencers)
  • Yes (used to hearing the word "Yes" and just want agreement)

How do you formulate pricing?

Ayinde 

Pricing depends on your resources

Audio is an exploding space and a lot of influencers want to be part of the next big thing. Technology is a very big part of the offering. For some influencers it is important to have them be associated with the company.

Regarding Rocsi Diaz: it was really important for them to have her as a part of the company long term because of who she is, how intelligent she is and what she brings to the table.

Other influencers, maybe it's just a flat fee (and it can be very high). You have to think about the exhaustion point

Ludie

Airbrush runs acquisition on different channels

[💎@1:51:34] Channels like FB/Google give a good CPI that influencer marketing could not match. But because influencer marketing is also content (i.e it goes beyond just the acquisition) she adds 50-60% to the FB/Google CPI to estimate an ok influencer campaign CPI. This also takes into account the organic uplift it brings.

You also want to take into account the organic uplift: getting a higher category ranking will get you more downloads.

Ayinde

Giving away a piece of your company is a critical decision. Example: 40% for 50 Cents is a VERY big swing. It goes both ways, because it can also hurt the company if the influencer gets too much.

Influencer campaigns that caught your eye?

Ludie

At one point they shifted influencer marketing as a performance channel.

With a $1500 budget, she got 16 girls with 10k-100k followers and paid them a fixed amount, with a bonus in case of good performance. The campaign helped the app go from #50 to #21 in the photo/video category and brought 10,000 downloads and got an organic uplift of 40,000 downloads. CPI was around $0.19.

Ayinde

Launching a new version of Nedl and there will be influencer campaigns coming up.


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↘ At this point, you know what to do ↙
Upgrade Your Plan


How do you find your influencers?

Ludie

[💎@1:35:35] Several different ways to find influencers:

  • Use platforms
  • Look up hashtags
  • Referrals from other influencers

One of the important things they are looking for in influencers: do they have a connection to the app, are they interested in that field?

Ayinde

Nēdl has a more hands-on approach. They rely on a strong network of advisors and focus on specific verticals: business, faith, marketers.

What kind of success have you seen?

Ayinde

Kevin Mayer from TikTok is an advisor. Will Smith is an investor as well. The company just brought on Rocsi Diaz (106 & Park).

Ludie

Looks a lot at performance.

[💎@1:39:55] When exploring a new country, start with a lot of micro-influencers for 3/4 months while looking at CPE (Cost Per Engagement: likes, shares, views for TikTok). When CPE stabilizes take the best performing influencers and explain to them that you're looking for installs and tell them the types of campaigns that work.

Airbrush is a subscription app so the main goal is free trials, which can take a long time. They start with micro-influencers then grow from there.

Been doing campaigns since 2006.

Tracking and reporting key metrics

Ayinde

Nēdl gives everybody their own radio station.

[💎@1:42:57] For both your company's success and your influencers’ success (so you do not put too much pressure on them), it's important to understand that your influencer marketing is a subset of your marketing.

Nēdl wants influencers to actually want to work on the platform. They give them a virtual currency (hay) that you can cash up for money. They look at a minimum .2% of conversion.

Finding and recruiting influencers

Ludie

Everything is data driven.

[💎@1:45:20] There is an exhaustion point. After you've "used" an influencer, you can not use him again.

[💎@1:45:37] You can "recycle" an influencer, depending on the time that passed since the last campaign and how much that influencer has grown. Example: if going from 500k to 1M, the influencer's audience changes.

[💎@1:46:15] If an influencer brings good performance during the campaign period, he goes to a "star" list. After a few months they check if the influencer's audience has grown, if engagement has grown, etc. If there was growth, they can work again with that influencer.

Needs to be reporting on CPI/CPA

Ayinde

Small team so they do things a bit differently.

[💎@1:48:12] It's all about what's in it for the influencer. Nēdl uses the acronym FAMILY to think about the 6 motivations that influencers can have and tailor their pitch:

  • Fame (being associated with the app)
  • Audience (growing their audience size)
  • Money
  • Impact (trying to have a social impact)
  • Loyalty (passionate about fanbase, often for smaller/mid-tier influencers)
  • Yes (used to hearing the word "Yes" and just want agreement)

How do you formulate pricing?

Ayinde 

Pricing depends on your resources

Audio is an exploding space and a lot of influencers want to be part of the next big thing. Technology is a very big part of the offering. For some influencers it is important to have them be associated with the company.

Regarding Rocsi Diaz: it was really important for them to have her as a part of the company long term because of who she is, how intelligent she is and what she brings to the table.

Other influencers, maybe it's just a flat fee (and it can be very high). You have to think about the exhaustion point

Ludie

Airbrush runs acquisition on different channels

[💎@1:51:34] Channels like FB/Google give a good CPI that influencer marketing could not match. But because influencer marketing is also content (i.e it goes beyond just the acquisition) she adds 50-60% to the FB/Google CPI to estimate an ok influencer campaign CPI. This also takes into account the organic uplift it brings.

You also want to take into account the organic uplift: getting a higher category ranking will get you more downloads.

Ayinde

Giving away a piece of your company is a critical decision. Example: 40% for 50 Cents is a VERY big swing. It goes both ways, because it can also hurt the company if the influencer gets too much.

Influencer campaigns that caught your eye?

Ludie

At one point they shifted influencer marketing as a performance channel.

With a $1500 budget, she got 16 girls with 10k-100k followers and paid them a fixed amount, with a bonus in case of good performance. The campaign helped the app go from #50 to #21 in the photo/video category and brought 10,000 downloads and got an organic uplift of 40,000 downloads. CPI was around $0.19.

Ayinde

Launching a new version of Nedl and there will be influencer campaigns coming up.


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How do you find your influencers?

Ludie

[💎@1:35:35] Several different ways to find influencers:

  • Use platforms
  • Look up hashtags
  • Referrals from other influencers

One of the important things they are looking for in influencers: do they have a connection to the app, are they interested in that field?

Ayinde

Nēdl has a more hands-on approach. They rely on a strong network of advisors and focus on specific verticals: business, faith, marketers.

What kind of success have you seen?

Ayinde

Kevin Mayer from TikTok is an advisor. Will Smith is an investor as well. The company just brought on Rocsi Diaz (106 & Park).

Ludie

Looks a lot at performance.

[💎@1:39:55] When exploring a new country, start with a lot of micro-influencers for 3/4 months while looking at CPE (Cost Per Engagement: likes, shares, views for TikTok). When CPE stabilizes take the best performing influencers and explain to them that you're looking for installs and tell them the types of campaigns that work.

Airbrush is a subscription app so the main goal is free trials, which can take a long time. They start with micro-influencers then grow from there.

Been doing campaigns since 2006.

Tracking and reporting key metrics

Ayinde

Nēdl gives everybody their own radio station.

[💎@1:42:57] For both your company's success and your influencers’ success (so you do not put too much pressure on them), it's important to understand that your influencer marketing is a subset of your marketing.

Nēdl wants influencers to actually want to work on the platform. They give them a virtual currency (hay) that you can cash up for money. They look at a minimum .2% of conversion.

Finding and recruiting influencers

Ludie

Everything is data driven.

[💎@1:45:20] There is an exhaustion point. After you've "used" an influencer, you can not use him again.

[💎@1:45:37] You can "recycle" an influencer, depending on the time that passed since the last campaign and how much that influencer has grown. Example: if going from 500k to 1M, the influencer's audience changes.

[💎@1:46:15] If an influencer brings good performance during the campaign period, he goes to a "star" list. After a few months they check if the influencer's audience has grown, if engagement has grown, etc. If there was growth, they can work again with that influencer.

Needs to be reporting on CPI/CPA

Ayinde

Small team so they do things a bit differently.

[💎@1:48:12] It's all about what's in it for the influencer. Nēdl uses the acronym FAMILY to think about the 6 motivations that influencers can have and tailor their pitch:

  • Fame (being associated with the app)
  • Audience (growing their audience size)
  • Money
  • Impact (trying to have a social impact)
  • Loyalty (passionate about fanbase, often for smaller/mid-tier influencers)
  • Yes (used to hearing the word "Yes" and just want agreement)

How do you formulate pricing?

Ayinde 

Pricing depends on your resources

Audio is an exploding space and a lot of influencers want to be part of the next big thing. Technology is a very big part of the offering. For some influencers it is important to have them be associated with the company.

Regarding Rocsi Diaz: it was really important for them to have her as a part of the company long term because of who she is, how intelligent she is and what she brings to the table.

Other influencers, maybe it's just a flat fee (and it can be very high). You have to think about the exhaustion point

Ludie

Airbrush runs acquisition on different channels

[💎@1:51:34] Channels like FB/Google give a good CPI that influencer marketing could not match. But because influencer marketing is also content (i.e it goes beyond just the acquisition) she adds 50-60% to the FB/Google CPI to estimate an ok influencer campaign CPI. This also takes into account the organic uplift it brings.

You also want to take into account the organic uplift: getting a higher category ranking will get you more downloads.

Ayinde

Giving away a piece of your company is a critical decision. Example: 40% for 50 Cents is a VERY big swing. It goes both ways, because it can also hurt the company if the influencer gets too much.

Influencer campaigns that caught your eye?

Ludie

At one point they shifted influencer marketing as a performance channel.

With a $1500 budget, she got 16 girls with 10k-100k followers and paid them a fixed amount, with a bonus in case of good performance. The campaign helped the app go from #50 to #21 in the photo/video category and brought 10,000 downloads and got an organic uplift of 40,000 downloads. CPI was around $0.19.

Ayinde

Launching a new version of Nedl and there will be influencer campaigns coming up.