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Ever wonder how @SeatGeek partnered with @DavidDobrik?
I just listened to the @bizcasualpod between @KinseyGrant and @ianrborthwick who explains how they began working together and the future of influencer marketing.
Thread
I just listened to the @bizcasualpod between @KinseyGrant and @ianrborthwick who explains how they began working together and the future of influencer marketing.
Thread
Dobrik begins to work with SeatGeek
• SeatGeek had been trying to work with David for 3 years, but he never returned their calls and texts
• In 2016, David wanted to surprise his friend with tickets to the World Series and asked for SeatGeek's help
• Ian sent a proposal
• SeatGeek had been trying to work with David for 3 years, but he never returned their calls and texts
• In 2016, David wanted to surprise his friend with tickets to the World Series and asked for SeatGeek's help
• Ian sent a proposal
The First Engagement
• David said no
• David proposed the ad be less about the product and more about how the brand was making it possible for the audience to experience this moment
• The video got 7M views https://bit.ly/336Lb77
• David said no
• David proposed the ad be less about the product and more about how the brand was making it possible for the audience to experience this moment
• The video got 7M views https://bit.ly/336Lb77
Ian's Learning Lesson's From David
• The best influencer marketing is about leaning into the creator and not the product
• SeatGeek isn't just a sponsor, but a character in the vlog
• David will have conversations with Ian while recording the vlog
• The best influencer marketing is about leaning into the creator and not the product
• SeatGeek isn't just a sponsor, but a character in the vlog
• David will have conversations with Ian while recording the vlog
Why Does Influencer Marketing Work?
• Brands need to market on the platforms where consumers are spending time
• Creator-first platforms like IG, TikTok and YouTube are the answers
• The attention is with the creators
• Influencer marketing monetizes that attention
• Brands need to market on the platforms where consumers are spending time
• Creator-first platforms like IG, TikTok and YouTube are the answers
• The attention is with the creators
• Influencer marketing monetizes that attention
Sign of Successful Influencer
• The best influencers can port their audiences
• @whoisaddison ported her from TikTok to YT
• David Dobrik ported his audience from YT to TikTok
• Porting shows the fan cares more about the influencer than the platform
• The best influencers can port their audiences
• @whoisaddison ported her from TikTok to YT
• David Dobrik ported his audience from YT to TikTok
• Porting shows the fan cares more about the influencer than the platform
Signs of Unsuccessful Influencer
• Many influencers struggled to turn their Vine following into followings on other platforms
• Many are overly relying on IG and need to branch off to other platforms like TikTok or YT
• Many influencers struggled to turn their Vine following into followings on other platforms
• Many are overly relying on IG and need to branch off to other platforms like TikTok or YT
Commoditization of Influencers
• Creators need to have creative control over the script
• Many brands are just buying displays ads
• Use this script and this affiliate link
• That's not authentic. Consumers see straight through that.
• Creators need to have creative control over the script
• Many brands are just buying displays ads
• Use this script and this affiliate link
• That's not authentic. Consumers see straight through that.
Funnels of Influencer Marketing
• TikTok and IG is about brand exposure
• YouTube and podcast is about brand conversion and tapping into the audience
• Long-form content is the lynchpin of community building
• TikTok and IG is about brand exposure
• YouTube and podcast is about brand conversion and tapping into the audience
• Long-form content is the lynchpin of community building
Facebook and Social Commerce
• Facebook & IG will now be a platform for product discovery b/c of FB Shops
• Brands will natively integrate with creators: discover -> research -> buy without leaving the app
• Retail will make more $$$ but lose control of data
• Facebook & IG will now be a platform for product discovery b/c of FB Shops
• Brands will natively integrate with creators: discover -> research -> buy without leaving the app
• Retail will make more $$$ but lose control of data
Read Ian's piece on @MarketingBrew about influencer marketing: https://www.morningbrew.com/marketing/stories/2020/07/24/crack-influencer-marketing-code-brands-need-give-control
Listen to the podcast: https://www.businesscasual.fm/is-david-dobrik-the-future-of-the-internet/
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