Influencer Advisory™

Influencer marketing FAQ, on video

How do I actually run a celebrity endorsement?

How do I actually run a celebrity endorsement?
  • 1. Decide if a celebrity is worth it, and when
  • 2. Pick the right famous person
  • 3. Reach the person and their team
  • 4. Build the deal: pay, equity, rights and exit terms
  • 5. Get it approved and keep it legal
  • 6. Brief them and make the content
  • 7. Get more out of one partnership
  • 8. Measure it, renew it, or end it
At what point in a company do celebrity endorsements make sense?
  • From 0 to 10 million, it's all performance marketing. Every dollar should go there and nowhere else.
  • At 50 to 100 million, you need your first celebrity endorsement.
  • From 100 to 500 million, it's multiple celebrity endorsements & building a real influencer community around the brand.
How do I combine celebrity endorsements with PR press to get big launch forward?
  • Seeding creators 3 weeks before launch
  • Build a waitlist and send product to hundreds of small creators first
  • Have them post a few minutes apart to get attention
  • Line up creators and press for week one, and switch on ads after
  • Give creators the first night of a pop-up, then open it to everyone

How can I scale my existing influencer program?

How can I scale my existing influencer program?
  • Narrow down target avatar
  • Find adjacent niches with that avatar
  • Evaluate repeat sponsorships & returning viewers
  • Build a relationship and most importantly - nurture it
How do I build the roster that compounds?
  • The nicest PR boxes possible.
  • They would include exclusive access to the community.
  • You had to meet quotas to stay within the community.
  • You would get flown out to dinners with Kim Kardashians and gifts (Rolexes) for the top winners of competitions in the community.
How do you incentivize an influencer to join you long term?
  • Pay them steady money, not one-off fees
  • Give them a piece of the business
  • Pay them a cut of what they sell
  • Terms both sides can live with
  • Give them a title and a say in the product
  • Make them feel like insiders
  • Start small, then go long

What are questions you should ask an influencer marketing agency before hiring them, or a general agency?

What are questions you should ask an influencer marketing agency before hiring them, or a general agency?

Before you sign an influencer marketing agency, ask how many campaigns they ran in your category, talk to a client who left, find out what share of clients book a second campaign, and meet the person who will run your account day to day.

How many campaigns in my category?Play at 0:13
Which of these logos did you sign?Play at 0:49
Can I call a client who left?Play at 0:59
How many clients book a second campaign?Play at 1:45
Will you push your own creators?Play at 2:09
Who runs my account day to day?Play at 2:29

Influencer marketing graveyard FAQs

What are some of the characteristics of the best influencers or the worst influencers?
  • On a limited budget, stick to 5 to 50,000 followers
  • Big names build awareness, but micro influencers make people buy
  • Get deep integrations with big creators or great content from small ones, and cut out the middle
  • Skip any YouTuber whose average watch time is under 25%
  • Start a creator program with 20 creators, not three
Do big influencers keep growing your brand?Play at 0:00
Should you only gift existing fans?Play at 0:47
Do you need established creators to sell?Play at 1:44
Will creators follow your brief?Play at 2:17
Is every celebrity deal good marketing?Play at 2:44
Do affiliates need discount codes?Play at 3:07
Does an affiliate program run itself?Play at 3:25
Does paying more get better posts?Play at 3:59
Is more affiliates always better?Play at 4:21
What should a brief include?Play at 5:06
Should organic come before paid ads?Play at 5:18
Do YouTube ads need to look polished?Play at 5:40
Should you drop your weaker creator content?Play at 6:02
Can you judge a creator's first week?Play at 6:42
Is a small test budget enough?Play at 6:52
Is it too late for TikTok Shop?Play at 7:21

Main points

How do you build a community of creators instead of a list of one off deals?

A creator community is one way to buy a standing relationship with creators. Standing relationships compound, and the community version is the hardest to copy and the easiest to get wrong.

What do creator dinners and events actually get you?
  • Building a connection with the creators.
  • So you can get them to post later.
  • Then they tell their friends, because most creators know each other in the community.

Selling to businesses (B2B)

How do you sell with influencers when your buyer is B2B?

Speak with us if your question is not here.