Kaya Yurieff’s Post

Wondering why TV ad dollars are going to creators and influencers now? Simple. Creators = the new TV👇 Can 100% confirm Curastory Ad Reads since our recent NMSDC certification has been receiving incremental media buying and planning spend this year that used to be reserved for local/national TV and radio spend categories. The big media agencies of record are going as far to begin creating entirely new spend categories called "creator media" for ad reads replacing the spots and dots, liners, and embeds from the TV and radio days. Called this trend in 2019 crazily quitting ESPN to build the first programmatic media buying platform for creator ad reads for long-form and short-form video. And y'all ESPN lovveedddd spots and dots for every Progressive ad embed at the top of SportsCenter. Fighting like hell being bounced around from influencer budgets to programmatic budgets, but we've finally carved out space and a moat. Honestly shoutout to our investors Techstars R/GA Elysian Park Ventures Lorine Pendleton W Fund Innovation Global Capital Mindspring Capital TRUE Cresset I Sports Entertainment and so many more for playing the long game with us 🚀 Always a huge fan of Kaya Yurieff and Jasmine Enberg 💡

The next wave of manufacturing opportunities in my opinion is to comodetize product creation, provide white labeling/Co-branding rather that trying to put your own brand their own product. Let the creators take care of marketing and sales. Pour all your resources into making product and building relationships with creators

The State of Influencer Marketing 2024 is now available! Here’s a sneak peek of the insights you’ll find in the new report: 📈 Nano-influencers consistently achieve the highest engagement across all platforms at an average engagement rate of 4.39%.  💰 While creators typically increase their influencer rates each year, the majority (57%) of creators say their rate has stayed the same in the last 12 months.  🤳 63% of marketers say influencer-generated content performs better than other brand-directed content. For more stats and insights, download the full report: https://lnkd.in/gDTdmhpS 

What channels are you using in your #InfluencerMarketing strategy? Instagram continues to be the most popular platform for influencer marketing with 72% of marketers in a HubSpot survey saying they use it to work with creators. TikTok has jumped to 2nd place with 61% of marketers using it as part of their influencer marketing strategy, followed by YouTube at 58% and Facebook at 57%. At CannaSiteCo. we always recommend an omnichannel approach — identifying thought-leaders in different niches with highly engaged, localized followings. Remember, “micro-influencers” with a smaller following but more influence on a particular topic or group tend to be more effective than one with a giant follower count but generalized content.

INFLUENCER MYTH: Pay-for-post influencer Marketing is not sustainable. Below is a list of what most would consider some of the top DTC brands in each category. All these brands pay influencers to post every month, and some have been doing so consistently for 7 years! Meal Kit: HelloFresh Home Chef Organic Marketplace: Thrive Market Oral Care: Lumineux Oral Essentials Inc. Supplements: Seed Health, Athletic Greens, MaryRuth's, Bloom Nutrition, Nutrafol, Ritual Beauty: Kitsch, Hero Cosmetics, DIME Beauty Co Self Care: Lume Deodorant Food: Magic Spoon Pet: The Farmer's Dog Apparel: Stitch Fix, Halara, Tommy John Random: BrüMate, BlendJet®, Stanley 1913, Accessories: Ridge, CASETiFY, Pair Eyewear Jewelry: Ana Luisa Pay-for-post may not work for Cuts anymore because male influencers can't drive organic sales like female influencers can, and leveraging female audiences to sell male clothing, is likely the part that's not sustainable.

Proud to be part of the innovative team at Influencer. 👏 "One of the most common questions from brand CMOs is whether influencer marketing can be measured. The answer is a resounding yes. Their second question is how influencer marketing can be compared to other media like television, programmatic, and out-of-home advertising. The answer lies in Brand Lift. However, the problem so far has been the high cost associated with Brand Lift, making it difficult for brands to invest in. But here at Influencer, we have decided to absorb that cost ourselves. We believe that making Brand Lift available across all our eligible influencer marketing campaigns is crucial for the growth of the influencer marketing industry."

Influencer marketing isn't just a trend, it's a game changer. - Businesses experience an average return of 592% - 63% of consumers trust influencers more than traditional advertising. - Currently we are at a $21B spend in 2023. This spending is expected to increase to $47.80 billion by 2027. - 89% of marketers agreed that Instagram was the number one influencer marketing platform. YouTube came in second at 70%. - 89% of marketers who currently engage with influencer marketing will increase or maintain their investment in 2023. - Only 25% of brands have explored Influencer Marketing. You are still early. What other stats have I missed? #influencermarketing #justthebeginning

Social ad spending may still be growing, but influencer marketing is the real star of the show. According to forecasts, influencer marketing is set to maintain double-digit growth through 2025, while paid advertising is only expected to see single digit growth. With spending on influencer marketing totaling $5.14 billion this year, compared to social ad spending's $68.45 billion, it's clear that brands are recognizing the value of collaborating with influencers to reach their target audiences. Are you considering incorporating influencer marketing into your brand's strategy? #InfluencerMarketing #DigitalMarketing #MarketingStrategy

Cuts spent nearly $7 million on influencer commission deals (think pay-for-post) in 2021. But Steven Borrelli, the CEO, says strategies like that aren’t practical in a 2023/2024 world: “I would never really suggest that in today’s climate because it just doesn’t work the same as 2021… it was a unique year.” We’ve been saying this at Kynship for a while now — pay-for-post isn’t dead, it’s just changed and isn’t sustainable for DTC brands. Going into 2024, pay-for-post deals will continue to be a less viable strategy for influencer marketing. Instead, influencer seeding is gaining popularity as a low-cost, higher-value option. (Make sure you check out the full episode with Steven and Cody Wittick on the full Cuts story with influencer marketing, I’ll link it in the comments):

Hi All, check out this post I wrote on Influencer Marketing, including some considerations to maximize your investment.