LTST body

Summary

The video script critiques short-term influencer marketing strategies, highlighting their inefficiency and lack of authenticity. It suggests that brands should focus on building long-term relationships with influencers to foster brand loyalty and trust. The speaker emphasizes the importance of identifying the right influencers and offering them compelling incentives. The script also advises treating influencers as brand ambassadors, providing them with perks and bonuses to strengthen the partnership. Lastly, it stresses the need for brands to measure the long-term impact of influencer marketing beyond immediate sales.

Takeaways

• 🚫 Avoiding Short-Term Campaigns: The speaker emphasizes that short-term, transactional influencer marketing campaigns often fail to generate sustainable sales and can be a waste of resources.
• 💰 High Costs, Low Returns: Paying large sums to influencers for one-off posts can be financially draining, especially when the content lacks authenticity and audience engagement.
• 👀 Audience Perception: Influencer marketing that appears inauthentic or sponsored can be easily dismissed by the audience, leading to a lack of trust and engagement.
• 🔄 Inconsistent Results: The hit-or-miss nature of influencer marketing, where only a few influencers may drive sales, can be frustrating and inefficient.
• 🤝 Long-Term Relationships: Successful brands focus on building long-term relationships with creators, which helps in reinforcing brand recognition and loyalty.
• 📈 Building Trust: Establishing trust with customers through authentic influencer collaborations is fundamental to influencer marketing success.
• 🤔 Identifying the Right Influencers: It's crucial to find influencers who align with the brand's values and audience, as the 'right' influencer varies from brand to brand.
• 🎁 Creator Offers: A compelling offer to creators, including incentives, discounts for their fans, and special perks, is essential for successful collaborations.
• 🌟 Recognizing MVPs: The 'real MVP' in influencer marketing is a combination of the right influencer and the right offer, setting a strong foundation for a long-term program.
• 💌 Treating Influencers as Partners: To stand out and build strong relationships, treat influencers like brand ambassadors, offering them support, recognition, and exclusive opportunities.
• 📊 Measuring Long-Term Impact: While short-term campaigns may offer immediate measurement, long-term influencer marketing requires different metrics to assess its impact on brand growth and customer loyalty.

Q & A

What is the main issue with traditional short-term influencer marketing campaigns?

Traditional short-term influencer marketing campaigns often fail because they lack authenticity and continuity. Brands pay influencers for one-off posts, hoping for sales, but the audience does not perceive these as genuine collaborations, and the content quickly gets lost in the feed.

Why do some brands continue to invest in ineffective influencer marketing strategies?

Some brands continue to invest in these strategies due to the variable reward system, where occasional success with a few influencers creates a false sense of hope, leading to a cycle of repetitive investment despite the overall lack of effectiveness.

What are the downsides of hiring influencers from marketplace platforms like Billow or Incense?

Hiring influencers from marketplace platforms can lead to inauthentic content and a lack of trust-building. Influencers on these platforms often promote multiple brands, leading to saturated feeds that dilute the impact of any single brand's message.

What is the alternative approach to short-term influencer marketing that the speaker suggests?

The speaker suggests focusing on building continuous, long-term relationships with creators. This approach reinforces brand recognition, awareness, and loyalty among the influencer's audience, which can translate into loyal customers for the brand.

What are the two main components of a successful influencer marketing strategy according to the script?

The two main components are identifying the right influencer for your brand and creating a compelling Creator offer that includes incentives for the influencer, discounts for their fans, and special perks.

How can brands ensure they are working with the right influencer?

Brands should define their Ideal Creator Profile (ICP) to ensure the influencer aligns with their brand values, audience, and marketing goals. This involves understanding the nuances of what makes an influencer a good fit for a specific brand.

What is a Creator offer and why is it important?

A Creator offer is a package of incentives and benefits provided to influencers to encourage them to collaborate with a brand. It is important because it helps to attract and retain the right influencers and ensures a mutually beneficial relationship.

How should brands treat their influencers to build strong relationships?

Brands should treat influencers like brand ambassadors and partners, offering them perks such as free products, special commissions, bonuses, and invitations to events. This approach shows that the brand values the influencer's contribution and fosters a sense of partnership.

What is the importance of offering performance-based commission tiers to influencers?

Performance-based commission tiers incentivize influencers to drive more sales for the brand. By offering higher commissions to those who perform well, brands can motivate influencers to be more invested in the success of the collaboration.

Why is it difficult to measure the long-term impact of influencer marketing?

Measuring the long-term impact is difficult because the consumer journey is no longer linear. Influencer marketing often contributes to brand awareness and consideration, which may not directly translate into immediate sales but can lead to sales later through various touchpoints.

What are some of the tactics for tracking the effectiveness of long-term influencer marketing strategies?

Brands can track blended customer acquisition costs, monitor revenue growth over time, and analyze the overall impact on brand awareness and customer loyalty. It's also important to understand that the consumer journey may involve multiple touchpoints before a sale is made.

Outlines

00:00

🚫 Avoiding Short-Term Influencer Marketing Pitfalls

The speaker begins by highlighting the ineffectiveness of short-term, transactional influencer marketing campaigns. They describe two common scenarios where brands either pay large influencers for one-off posts or hire influencers through marketplaces, which often result in inauthentic content and poor returns on investment. The speaker emphasizes the importance of avoiding these practices due to their lack of authenticity and efficiency, and suggests that brands should instead focus on building long-term relationships with influencers to foster trust and brand loyalty.

05:01

🛠 Building Long-Term Relationships with Influencers

The speaker proceeds to outline a strategy for successful influencer marketing, which involves establishing continuous, long-term relationships with creators. They stress the importance of identifying the right influencers who align with the brand and offering them an attractive Creator offer, which includes incentives, discounts for their audience, and special perks. The speaker also discusses the need to treat influencers as brand ambassadors, providing them with genuine support and recognition, and suggests using performance-based commission tiers to incentivize them further. Additionally, they touch on the importance of measuring long-term impact and adapting to the non-linear consumer journey.

10:01

📈 Long-Term Influencer Marketing for Genuine Growth

In the final paragraph, the speaker emphasizes the need to move away from short-term influencer marketing tactics that lack authenticity and can be easily dismissed by consumers. They advocate for a holistic, long-term approach to collaboration with influencers, which is more likely to yield genuine results and contribute to the brand's growth. The speaker also addresses the complexity of tracking the ROI of influencer marketing efforts in the modern, non-linear consumer journey, suggesting that brands should focus on overall revenue growth over time rather than attributing sales to individual influencer actions.

Keywords

💡Influencer Marketing

Influencer marketing is a strategy where brands collaborate with influencers to promote their products or services. It is central to the video's theme, which discusses the ineffectiveness of short-term campaigns and advocates for long-term, authentic relationships with influencers. The script mentions how traditional influencer marketing often involves one-off campaigns with large influencers, which can be wasteful and lack authenticity.

💡Transactional Campaigns

Transactional campaigns refer to short-term, one-off marketing efforts where brands pay influencers for specific posts or shoutouts. The video criticizes this approach, stating that it often fails because once the content is posted, attention moves on quickly, and there's no ongoing relationship to build trust and authenticity.

💡Authentic Collaboration

Authentic collaboration is a key concept in the video, emphasizing the importance of influencers genuinely engaging with a brand's products over time. The script argues that authentic collaborations are more effective than transactional campaigns because they build trust with the influencer's audience and can lead to loyal customers.

💡Influencer Marketplaces

Influencer marketplaces are platforms where brands can find and hire influencers for promotional content. The video script warns against using these marketplaces for influencer marketing, suggesting that they often result in inauthentic promotions and do not build long-term trust with the audience.

💡UGC (User-Generated Content)

UGC stands for User-Generated Content, which in the context of the video, refers to content created by influencers that may not be authentic or aligned with the brand's values. The script mentions an eBook discussing how to get more authentic UGC from influencers by changing brand strategy.

💡ICP (Ideal Creator Profile)

ICP, or Ideal Creator Profile, is a term used in the video to describe the specific type of influencer that is best suited for a brand's marketing efforts. The script suggests that finding the right influencer is crucial for successful long-term collaborations and provides a link to further information on this topic.

💡Creator Offer

A Creator Offer is a package of incentives and benefits provided by a brand to an influencer to encourage a partnership. The video explains that a compelling Creator Offer includes an incentive for the influencer, a discount for their fans, and special perks, and is essential for establishing long-term relationships.

💡Brand Ambassadors

Brand Ambassadors are individuals who represent a brand and promote its products or services. The video encourages treating influencers as brand ambassadors by offering them special treatment, such as free products, bonuses, and invitations to events, to build strong relationships and foster brand loyalty.

💡Performance-Based Commission Tier

A performance-based commission tier is a system where influencers earn higher commissions based on their sales performance. The video suggests using this system to incentivize influencers, making them feel like true partners in the brand's success.

💡Long-Term Impact

Long-term impact refers to the sustained effects of marketing strategies over an extended period. The video emphasizes the importance of measuring long-term impact rather than focusing solely on immediate sales, suggesting that building brand recognition and loyalty through long-term influencer relationships can lead to increased revenue over time.

💡Consumer Journey

The consumer journey describes the path a customer takes from becoming aware of a product to making a purchase. The video script discusses the complexity of the modern consumer journey, which often involves multiple touchpoints and influences, such as seeing influencer posts, clicking on ads, and receiving retargeted emails, before a purchase is made.

Highlights

The issue with looking down at the camera during video recording and the need to maintain natural eye contact.

The ineffectiveness of transactional short-term influencer campaigns that lack authenticity and long-term strategy.

The common mistake of brands spending large sums on influencers with no guarantee of sales or genuine audience engagement.

The problem of variable reward from influencer marketing, leading to inconsistent results and a hit-or-miss approach.

The risk of influencers promoting competitors due to paid promotions, undermining brand efforts.

The inefficiency of hiring multiple creators with only a few delivering sales, wasting brand resources.

The pitfalls of hiring influencers from marketplaces for short-term gains without building trust.

The importance of building long-term relationships with creators to reinforce brand recognition and loyalty.

The concept of the right influencer with the right offer as the key to a successful influencer marketing strategy.

The necessity to understand the ideal Creator Profile (ICP) for effective influencer partnerships.

The breakdown of a Creator offer into incentives for the Creator, discounts for their fans, and special perks.

The need to treat influencers as brand ambassadors to build strong relationships and trust.

Strategies for standing out with creators, such as offering free products, commissions, and exclusive perks.

The challenge of measuring the long-term impact of influencer marketing beyond direct sales attribution.

The importance of tracking revenue growth over time as a measure of influencer marketing success.

The complexity of the consumer journey and the need for brands to understand non-linear purchasing paths.

The call to action for brands to commit to long-term, authentic influencer collaborations for sustainable success.

Transcripts

okay so let's start I am the problem is

um I've kept this Loom

thing like below so I'm looking down cuz

it's natural to just look at your camera

self but then the problem is if I look

down let's let's let me try this okay

cool um okay so now body of the

long-term shortterm video uh okay good

so let's so let so let me first cover

the bad of of what so let me first cover

how bad looks like so that you know what

to avoid right generally what I've seen

is brands that do transactional

short-term one-off campaigns they look

like one of these two types right so the

typical kind of more traditional

influencer marketing type campaign looks

like a brand would find you know a large

influencer that they want to collab with

then they would pay that influencer you

know let's say $11,000 for a couple of

reels they would hope the influencer

would obviously post about the brand and

they would do some sort of shout out and

then the brand just crosses their

fingers and hopes that they're going to

make sales but the problem is this never

works because once the content is posted

everybody moves on and there's no the

influencers audience also does not see

that this is like an actual authentic

collaboration it's clear it says

sponsored on Instagram it's a waste

right so a brand just flushes $11,000

down the drain and they do it over and

over again with a bunch of influencers

the problem with this is that sometimes

some influencers end up hitting and you

get some sales and you're like oh we

have hope and then you do more of that

and you get this variable reward so it's

almost like this weird freaking dopamine

inducing hit off we spend on 10

influencers two of them work eight of

them don't but that's fine because this

is just the nature of influencers and

Brands tend to accept that or they

conclude that influencer marketing does

not work that's bad now obviously like I

covered this does not work because

because the G Creator might be paid by

your competitor to promote them and

they'll promote them also right the

content is generally inauthentic if the

Creator does not necessarily have a

long-term um relationship with the brand

in terms of using the product right so

and it's also inefficient because you're

wasting resources on hiring let's say

like I said 10 creators and only two of

them end up getting you any sales it's

it's not the best way to use your

resources internally as a brand so now

that's so if you're doing that let's

stop doing that now what's the other the

second form of doing a bad short-term

influencer marketing collab that is

hiring from marketplaces so I'm sure

you've heard of platforms like Billow

and incense and there's more of those

now if you're or there's like tons of

right so I'm not picking on any

particular platform in particular here

all I'm saying is if you're posting a

job for an influencer to come and work

with you and like make some content

because they win some sort of free prize

or they win like $200 or something like

that to publish a real about you that's

probably bad and it's not going to work

Beyond a certain point like yes you'll

get some reals and yes you will see some

incrementality from there but it's not a

long-term way to build trust and

fundamentally what you want to do is if

you abstract of influencer and blah blah

blah as a brand you want to build trust

with your customer right so that's not

doing uh so working with influencers off

of these marketplaces or post a job to

get a get a post platform are not

helping you build any trust with your

with your influencers we actually made a

eBook about this where we talk about how

ugc or as as we like to call it AG actor

generated content off of these platforms

is not the most authentic and how you

can change your brand strategy around

and get more authentic content from

influencers so if you want that I'll

put this somewhere here and then

leave a link in the description where

you can go check out that ebook so if

you're doing any of these two things

where you're H hiring influencers paying

them um to post about you or you're

working just like giving free product on

a Marketplace to get fake influencers to

promote you it's bad because you get a

lot of saturated influencers you get

people influencers are on these

platforms to promote a bunch of

different different brands and there is

no authenticity to any of their

promotions because their feeds are

saturated right so there's this is like

a whole bunch of you know problems in

this way of doing things which is what

most brands do and frankly it's easy to

do right so I completely get it but if

you want to truly succeed give yourself

3 months and do what I'm about about to

tell you

next let me take a

breather okay I'm just going to revise

and then I'll

Yap here's what you should do instead

the successful Brands Focus always on

continuous long-term relationships with

creators right this what this does is it

reinforces your Brands it reinforces

brand recognition your brand is seen in

multiple different places on social

media so it builds that recognition

awareness and loyalty amongst your

amongst these influencers fan base which

also turns into loyal customers for you

right so now you if you understand that

you want to build you want to stop doing

short-term campaigns and hiring hiring

influencers and you want to start

building these sounds good right like

sounds like okay this this sounds good

like you just build long-term

relationships and everything works out

yes but how do you do that so let's dive

into that right so there's two kind of

major themes here one you recognize the

real MVP right the m M VP is is actually

a group of two things which is the right

influencer with the right offer right so

let me dive into that so the right

influencer the an influencer that's

right for your brand may not be right

for somebody else an influencer that's

right for somebody else may not be right

for you even if the brands are similar

because there's so many nuances to these

things right and I've done videos

covering what I call the ICP or your

ideal Creator profile make sure you

watch those we'll leave a link somewhere

on the I button or in the description

and then um so you need to find your

right influence and you combine that

with a right Creator offer again I've

made in-depth videos going over what a

an ideal Creator offer is you should

watch those and create a Creator offer

but generally a Creator offer breaks

down breaks it breaks what you offer the

Creator into three main parts an

incentive for the Creator which can be

something like a discount code uh for no

which let's cut there an incentive for

the Creator which can be something like

um a commission or a payment a discount

for their fans which is the second

component and some special perks that

you can offer them right go watch the

Creator offer video if you want to learn

more and we'll also leave some links to

blog posts about this in the description

but step one is you need to understand

who your right ideal Creator Persona is

and make a compelling Creator offer for

them when you put these together you

make your you like basically kind of put

your I'm

lost I'm lost what what was the word I'm

looking for I'm looking for a word that

says

forever when you put these together you

set in stone the foundation of your

longterm influencer program now once

you've done that you need to focus on

you'll start Outreach and so on and I've

made videos on the tactics of this but

once you have your creator fundamentally

like conceptually you have your creator

offer you have your ideal Creator you

put them together you start working with

them what now right so you need to the

buck doesn't stop there right you need

to go the extra mile when you want to

stand out with creators you want to

build strong relation relationships and

you want to truly people call

influencers Brand ambassadors but they

don't treat them as brand ambassadors so

you need to start treating your

influencers as brand ambassadors well

how do you do that Yos the way you do

that is you treat them like you would

treat any other friend who's truly

supportive of you right you send them

free products you um you know treat them

truly as partners give them an extra

commission give them some sort of a

bonus invite them to your factory invite

them to events you know do a webinar

with them do a giveaway for Their

audience there's so many different perks

and small little things you add a note

to their order and things that don't

even have to cost that much but go a

long way in telling the influencer that

hey we really care about you as a brand

we care about what you think about us we

care about your feedback we care about

working with you we care about this

relationship and we want to maintain it

so if you do that you truly build strong

relationships now we've also done an

ebook on this which is called how to win

creators and influence people if you

need a link to that it'll be in the

description so once you have that make

sure also want to dive into the

commission bit I've done another video

on commissions but you incentivize them

with higher and higher commissions at

every state so reward them with a uh

with a performance-based commission tier

so if somebody's driving tens of

thousands of dollars in sales for you

give them extra commission so they feel

that they're truly Partners in this with

you

now okay I'm going to stop there cuz I

need to uh I need to just check I lost

my train of thought

finally once you do that you need to be

able to measure long-term impact one of

the things that the short-term or the

hiring from Marketplace methods um tend

to false signal that they're good at is

measurement right so they'll say hey you

you I mean it's easier to track right

you paid somebody a th000 bucks they

generated you know they directly

attributed sales in let's say you know

$500 you lost 500 bucks on that deal

right like it's easy to track that but

it's hard to track when you send

somebody a free product what's the ROI

on sending the the personal not what's

the ROI on doing an Instagram live with

the Creator what was the ROI on the

giveaway it's hard to track these things

and you need to be a little bit okay

with that because long-term what you

care about is is your Revenue growing

month on month let's say 3 months after

you start this process if yes then you

shouldn't care exactly about which

particular influencers is driving what

because there's different ways to look

at it right because the consumer journey

is no longer linear I've covered this in

in an ebook we've covered this in

another video we again we'll leave links

to all of this in the in the description

and I button but if you look at the

consumer Journey people aren't buying

the same way nobody's clicking on it

what was the last time you clicked on a

Facebook ad and you actually ended up

buying in the same day like probably

never right like five influencers might

post about you somebody clicks on the

fifth influencers link they may be don't

buy then they see a Facebook ad they

click on the ad they add to card they

don't buy then they get an abandonment

card retargeted they recard with a

abandonment card email and then they buy

from the email now in your cavio it'll

say that the email got you the sales but

truly like it was the influencers the

five influencers who posted about you in

the same week that generated the demand

enough for them to know about you for

them to click on the Facebook ad and

actually add to cart and for them to and

generated enough f for them to see that

email and add to cart and and like

actually check out right

so point being the funnel is very

complicated nowadays so make sure you're

tracking in the right ways there's

different ways to truly track this like

me Blended CAC and we've covered these

in this these in other videos so I don't

want to dive into into the too much NR

but the point of this entire video is

that if you take a short-term approach

to influencer marketing it's not going

to work right consumers can see through

it the videos are not authentic you're

just going to waste money and time right

so if you truly want to commit yourself

to influencer marketing do it in the

true honest long-term collaborating

holistic way that actually truly

works good