In Growth We Trust: Marketing | Growth | Startups

🔮 Think About Your Influencer Strategy Like a Basketball Team | IGWT Mini Episode About Marketing, Growth, Startups

Jan 18, 2024

22:31

Brands need to think about their influencer strategy like a basketball team 🏀. The year is your season and contracts should run the entire length to build brand affinity. In Q4, Black Friday, and Christmas, that's your playoffs.

You have a starting lineup of creators who are being very well paid to continually represent the brand. One to three of those are major hitters with real influence. These are your stars. Surround them with a few role players that are excellent in their niche.

Then you have a bench lineup. Another five that you're taking bets on that are going to be bigger throughout the year. Then you have a few rookies, two-way contracts, etc. that you're testing with a few posts to see if they can work for you.

You need a coach and a support team to help organize and train. The salary recap is your budget. And you rotate and shift each year to meet your needs based on what your brand needs to succeed. This concept can be scaled up and scaled down in size and cost, depending on the size your brand operates in.

Overall, brands should radically reduce one-off influencer posts in 2024. Everything should be longer-term contracts and they should make enough fiscal sense that creators are willing to rep you across every avenue with which they promote.

This goes for D2C, Retail, B2B, Software, everything.

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Follow Yoann and Jake on Linkedin:

🔔 Jake on Linkedin: ⁠⁠⁠⁠https://www.linkedin.com/in/jakemayell/⁠⁠⁠⁠

🔔 Yoann on Linkedin: ⁠⁠⁠⁠https://www.linkedin.com/in/yoannpavy/⁠⁠⁠⁠

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