Chris Erwin’s Post

HSN Launches New Creator Platform Powered by impact.com to Seamlessly Collaborate with Creators, Increase Consumer Engagement https://ift.tt/mDvEMhP New platform enables the video commerce retailer to directly engage with creators and influencers, provide insights into engagement, and better connect with today’s modern buyer impact.com, the world’s leading partnership management platform, and HSN, a leader in livestream shopping and video storytelling, today announced the launch of the new creator platform, HSNfluencer, powered by impact.com’s technology. HSN can now recruit, engage, manage, and analyze its creator partners through a fully customized experience, in one place for optimization and scale. The technology allows HSN to streamline direct relationships with creators and influencers to build its own network with more visibility. Within the platform, influencers and content creators can collaborate with HSN and use carefully curated product collections to inspire their next content story and generate affiliate product links for their posts. Creators from any background can access the right resources, tools, and support to gain consumer momentum. HSN will also leverage on-air personalities as creators within the platform, who will have their own storefronts, allowing customers to interact with their favorite HSN personalities and shop their curated collections.  “The influencer marketing industry is driven by creators building rapport with today’s discerning consumers. With HSNfluencer, we’ll be able to grow our ambassador program and showcase the mutually beneficial relationship between creator impact and customer engagement,” said Rebecca Kerper, VP Chief Digital Officer, at HSN. “The new creator platform enables us to improve the experience for creators who work with us, while also providing an engaging and convenient way for our customers to shop and discover HSN products.” With 88% of consumers trusting personal recommendations over any other channel, and 64% repeatedly making a purchase based on an influencer’s recommendation, establishing partnerships with these trusted sources is a viable way of engaging the right audience at the right time. “Today’s consumers require social proof and recommendations from trusted sources – including creators – before they even consider purchasing from a brand. In the growing creator economy expected to reach $480 billion by 2027, it is crucial businesses leverage partnerships with these trusted sources to make sure they meet today’s buyer where they are – seeking out authentic and transparent reviews and recommendations from those they trust, before making a purchase,” said David A. Yovanno, impact.com CEO. “At impact.com, we’re proud to be at the forefront and focused on delivering technology in support of every player in the partnership economy that helps drive awareness, customer engagement, and ultimately, conversions. HSN is an invaluable collaborator, and we look forward to empowe...

Most gaming brands mess up influencer marketing— They do one-off campaigns… …then wonder why people don’t stick around. Sure, a single post might create buzz— But it won’t make people loyal. To get meaningful results, long-term partnerships are a must. Here’s why: 👇 1️⃣ Teamwork makes the dream work Over time, influencers and brands can “become one.” Take Overwolf, for example. They worked with BENlabs to recruit over 100 creators… …producing 5,000+ hours of authentic content in 2022. The creators had the freedom to vibe with their audiences— Driving 517,975 clicks and 152,393 product installs. The result? Contagious excitement hooked their audience. 2️⃣ Consistency breeds loyalty When a creator posts about your brand often, you’re not just getting exposure. You’re getting reinforcement. Every post is a subtle nudge that says, “Hey, we’re still here, and we’re still awesome.” That consistent visibility? It keeps your brand top of mind. Path of Exile knows this well— They partnered with influencers to create a steady stream of inspiring content around: → New updates → Expansions → In-game events Their presence paid off with a serious boost in community engagement and trust. 3️⃣ True connection takes time to build Magic happens when an influencer works with a brand for a while: → They get to know the brand on a deeper level → They come up with fresh, creative ways to talk about it → They create product-focused content that doesn’t feel forced …all that pays off in spades. Just look at Pixly and Epic Games— Pixly has been working with them since Fortnite’s launch in 2017. That’s 7 years of: → Dreaming up new ways to celebrate the game → Keeping gamers hyped → Raking in billions 4️⃣ Long-term = better bang for your buck Working with an influencer over an extended period often costs less than sporadic one-time deals. You can negotiate better terms while building a stronger connection— This leads to *way* more engagement and loyalty… …in other words, a better return on your investment. House of Marketers’ 6-week iFun Games campaign proves it— 8 TikTok influencers worked in promos smoothly… …and it captivated their viewers. That led to big wins for the brand’s bottom line. 5️⃣ Feedback helps you grow in the right direction The more an influencer works with you… The more they learn what their audience likes: → What makes them tick → What they really think of your game → What kind of content they can’t get enough of These insights are *gold* for improving your marketing and brand. The bottom line? → Find influencers who live and breathe your game → Treat creators as partners, not paid promoters → Invest in long-term collabs that feel authentic Because in the end, real influence comes from real connection— The kind that turns casual followers into die-hard fans… …and transforms your game into a passionate community.

How are DTC Brands leveraging Influencer Marketing and Creators for BFCM? In the traditional sense of creator collaboration and influencer marketing, it would be an outdated strategy to scale for Black Friday Cyber Monday. Don't get me wrong, I'm not saying it won't work--it's just extremely expensive. So what are some ways we're seeing creator collaborations or influencer marketing for DTC? 1. Long-Term Organic Content Creation - Creators and brands are looking for ways to collaborate on the social media side. We've seen deals of creators doing X amount of videos per month on a retainer bases. This is great on both ends as brands can quantify the number of content deliverables each month for certain creators and can adjust accordingly. Creators love this because there's a long term agreement on work and compensation. It's really a win-win and should be utilized more. 2. Product Seeding - This is more of a numbers game. It's like throwing everything at the wall and seeing what sticks. Sometimes, influencers will post, but sometimes they won't. You're really just crossing your fingers at this point. Believe it or not, this is more of a risk because you have to consider COGs and shipping costs. You do need only one winner to hit, but it's important to understand that this really is just a numbers game. It CAN work, but may take a while. 3. Live Events/Activations - Throwing a live event and inviting creators/influencers in your industry can be a great move. However, it is entirely dependent on how you curate content during that event. Note that hosting events takes a lot of work and money, so the only way you can make the best use of it is to curate good content during the event to be repurposed for ads, website, social media, etc. 4. Creative Collaboration - One way to save on cost is IF your brand is great at putting together effective creative briefs. If your brand is able to write awesome ad scripts and execute on those briefs, it opens the doors for you to collaborate with who you want. You're essentially giving them the exact blueprint on what to do. It's lower on cost and 90% of the success of the campaign falls on you. If your brand has this capability, I would highly suggest this option. Overall, there's definitely a shift in how collaborations are happening between DTC and the Creator Economy. I think that unique and creative partnerships are going to make a huge splash... Super excited about that. Anything I've missed? Comment below!

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In the creator economy and influencer marketing industry, a big chunk of the $25 billion market still operates the old-fashioned way - manually! 🤯 Think…the entire deal process done over email and analytics tracked in google sheets 😔 There’s a better way forward, but it requires an incredibly executed product/marketplace to take its place! That’s exactly what we’re building at Kyra 🙌 In 2024, we’re pushing our vision forward - empowering talented creators to monetise their passions and produce best-in-class content that elevates brand performance 🚀 As a Series A Creator Economy, with double-digit revenue and 30% quarterly growth, our 2024 goals are crystal clear 🎯… 💰 Double platform volume Creators aspire to monetise their passion, but existing platforms fall short. Doubling our volume means creators on Kyra can anticipate more than just 1 or 2 deals, securing a reliable stream of monthly income. 🔌 Crush industry-standard performance Brands need agility in their marketing so they can stay part of the cultural conversation. We've got to prove better-than-market results. We're building features, onboarding creators and measuring analytics that prove this. 💚 Make creators always-on No one has cracked the code for seamlessly making creator marketing truly on-demand and long-term. ICYMI: We've built a product that executes partnerships 75% faster than the average partnership length. We want to bring this to market fully this year. 📈 Prove scalability Currently to scale influencer marketing, you essentially hire people to execute and make it happen. This year, we aim to prove that our platform is the key to facilitating real, sustainable scale. 🌟 Keep team vibes strong Kyra's innovation culture has continued to propel us forward. We're proving that it's possible to achieve a high-performance culture while ensuring every team member feels fulfilled and energised on this journey! Here's to a groundbreaking 2024! 🚀

📣 Attention brands and influencer marketing agencies: your campaigns are not driving ROI !! Okay i know that's ridiculously clickbaity but stick with me for a second. The majority of the campaigns i do or am receiving briefs for are for one off collaborations with creators. i.e here's some money to create one content piece for this thing you've never spoken about before. Several times, I've tried to open the conversation about fostering something longer term but if they are even interested in that, most brands or agencies want to see how that initial content piece works before engaging in a longer term partnership. On the surface, that could seem to make sense BUT when a creator randomly integrates a product into their content along with the fact that engagement usually goes down when a post is sponsored, that content is obviously not going to perform as well as previous non sponsored content. How is that a good indication of if a creator would be a good long term partner for the brand or not? A creator is not going to influence their audience in any significant way from one mention of a product in their content. Sustained collaborations allow creators to actually authentically integrate the brand into their content over time, fostering audience trust and enhancing brand visibility and credibility. Let's talk about the marketing rule of 7 for a second: A consumer has to see the advertisers message/product SEVEN times before they commit to a purchase decision. Just sit with that. Let's say a brand engages 7 influencers for a campaign. That's 7 different places people can see a mention of that product..that makes sense right? Actually it doesn't. Why? Because how likely is it for the same person to see all 7 of those posts? Now let's think about what happens if we put all that spend into ONE creator to make 7 pieces of content (over time) rather than spread it between several different people. Think about the amount of people in that audience that are likely to see that mention of the product 7 times. (Spoiler, FAR more than if you spread the spend between different creators) Doing it this way means more people will see the product more times = genuine influence = driving more hard conversions. You're creating better and stronger brand recall and recognition, alongside generating trust that the product is actually good. ⭐ And fyi if you do a long term deal with one creator, you'll spend less compared to paying 7 different people for content. ⭐ Moreover, longer-term partnerships allow brands to tap into an influencer's intimate knowledge of their audience, resulting in more tailored, creative and impactful campaigns. To summarise - Brands/agencies: please take more chances on long term collaborations with creators off the bat. It will work out better for you in the long run i promise. If there are any brands or agencies that are taking that approach, please hmu i'd love to work with you!

Are long term partnerships really the GOAT of influencer marketing? You know me. I'm always skeptical. What about audience fatigue, creativity fatigue or when things go awry? Let’s say a year-long partnership has gone off the rails by month three. At what point do you press the eject button? Is it taboo to cancel your partnership half way through? Ryan Prior (from Modash, the sponsor of this post), shared a fascinating article on the challenges of long term partnerships, which I’ve linked below. But first, my thoughts. The important question before entering into any long term partnership should be “can we properly set up and manage a long term partnership?”. Be one of the few people who ask themselves this question. Now, a few observations. Sure, test the waters but, like, don’t be a dick about it. It's much more effective to incentivize creators vs manipulate them into working with you. You’ll get a much clearer picture of creator effectiveness by testing for 3 months versus trialing  one post. Schedule an onboarding call if it’s a long term partnership. Use the time to build a relationship with the creator, and for the love of God, don’t just read the brief out loud. No one has time for a kindergarten reading circle. Ryan suggests that you “try including flat-rate bonuses [to encourage creativity and enthusiasm]. For example, an extra $X based on a reach or engagement target." I loveeee this out-of-the-box thinking. But what if by month six, the audience is tired of seeing the same product over and over? What if they become desensitized to it? <<Anyone else so used to clicking "skip ad" on a video that you never actually watch those ads and wonder why people spend money on them? 🙋♀️>> Reduce the chance of audience fatigue by only working with high growth creators. Easier said than done, but did you know that you can identify high growth creators using tools like Modash which have filters for follower growth? Lastly, don't forget to incorporate a paid ads strategy so that you're not just relying on the creator's built-in audience. There’s so much to dig into on this topic and I want to hear from you. What strategies do you think make for a successful long term partnership? Where are they going wrong? Full post here ➡️ https://lnkd.in/e7BKqQQt

🎯 Mastering Influencer Marketing for Games If you look at advertisements by major influencers across any region, it’s hard not to notice at least one gaming integration, often for a mobile game. Speaking from experience working on Standoff 2 at AXLEBOLT, such marketing campaigns can deliver great returns or become complete failures. Let’s break down the key rules to follow to avoid wasting your budget: 1️⃣ Choosing the Right Influencer: Size Doesn’t Matter 😅 Engagement and relevance outweigh follower count. Micro-influencers often have more loyal audiences, leading to better cost-to-conversion ratios. Find the right fit for your product. Evaluating how well the influencer’s audience aligns with your target demographic and how naturally they can integrate your product into their content is essential. 2️⃣ Placement & Timing of the Integration 🎥 Position ads at the most engaging moments. Example: MrBeast's integrations for Scopely's - Stumble Guys and Supercell's - Brawl Stars. Seamlessly embedding ads into content reduces viewer drop-off and boosts conversions. 3️⃣ Creative Freedom & Authenticity 🎨 Avoid limiting influencers with rigid guidelines. Their audience values their unique style, so it’s crucial to let them integrate your product naturally, remember viewers came to watch AN INFLUENCER, not your ad so let it be immersive with the content. 4️⃣ Measuring Success 📊 Define clear goals and KPIs. In emerging markets, focus on installs at a low CPI and retention. In Tier 1 markets, aim for higher LTV and in-app purchases. Incentivize the influencer with metrics that motivate them, such as views. For example: if the reach of a video featuring your product exceeds 2 million views, the influencer could receive a $500 bonus, or they could be rewarded based on the number of users they bring in. 5️⃣ Building Long-Term Relationships 🤝 One-off integrations rarely deliver lasting impact. Consistent collaborations build trust and allow for better campaign adaptation. Plus, buying multiple integrations as a package can significantly reduce the cost per placement. 6️⃣ Exclusive Freebies & Promo Codes 🎁 Offer exclusive promo codes or freebies through influencers to drive engagement and track conversions. Special rewards like in-game currency or unique skins tied to each influencer create excitement and incentivize users. Limited-time offers, branded items, and referral bonuses amplify appeal and encourage loyalty, especially around holiday events. 7️⃣ Paid Amplification 📢 Use high-performing influencer content in performance campaigns to extend reach without extra creative costs. Amplifying successful posts maximizes visibility and ROI. Master these principles, and influencer marketing can be as impactful as your top-performance campaigns 🚀 Are you ready to level up your influencer strategy? 💡 #InfluencerMarketing #GamingAds #MobileGames #MarketingStrategy #DigitalMarketing

I have been talking about social commerce for a while now but do you really know what social commerce is? Here’s a break down of what social commerce is all about. 1. Integrated Shopping Experiences Social media platforms now double as shopping hubs. Platforms like Instagram and Facebook have integrated shopping features, allowing users to browse and buy products without leaving the app. For instance, Instagram Shopping lets brands tag products in their posts, making it easy for users to purchase directly. This seamless experience blends social interaction with online shopping. Shop while you scroll. 2. User-Generated Content (UGC) UGC builds trust and drives engagement. Customers trust other customers. Encourage your audience to share their experiences with your products. For example, ask them to post photos using a specific hashtag. This not only provides authentic content but also creates a sense of community and credibility around your brand. Your customers are your best marketers. 3. Influencer Marketing Influencers bridge the gap between brands and consumers. Partner with influencers who resonate with your target audience. Their endorsements can significantly impact buying decisions. For instance, a beauty brand collaborating with a popular makeup artist can see a surge in interest and sales. Influencers provide a trusted voice that amplifies your reach. Influencers amplify your message. 4. Engaging and Interactive Content Interactive content keeps users hooked. Utilize features like live videos, polls, and stories to engage your audience. For example, hosting a live Q&A about your products on Facebook can boost engagement and provide real-time answers to potential buyers. Interactive content creates a dynamic connection with your audience. Engagement drives action. 5. Streamlined Checkout Processes Simplified checkouts boost conversion rates. Social media platforms now offer in-app checkout options, reducing friction and cart abandonment. For example, Instagram allows users to complete purchases without leaving the app. A smooth, hassle-free checkout process is crucial for higher conversion rates. Easy checkout equals more sales. Simply put, social commerce merges social media with e-commerce, creating a dynamic and engaging shopping experience. It involves 1. Integrated shopping features 2. leveraging user-generated content 3. Influencer marketing 4. Engaging interactive content 5. Streamlined checkout processes Need help with this new trend? I'm a ghostwriter specializing in boosting social commerce expertise for industry influencers, and consultants. Let’s work together to elevate your social commerce strategy! What are your thoughts about social commerce? Let’s discuss in the comments!

📊 Is your influencer marketing strategy truly effective? In today’s fast-paced digital landscape, understanding the performance of influencer marketing campaigns is crucial to maximizing ROI. Setting clear, measurable goals is the first step towards ensuring that marketing dollars are not wasted. Campaign goals can significantly vary, from enhancing brand trust to driving increased sales. 📈 Key Performance Indicators (KPIs) play a pivotal role in tracking success. Essential KPIs include: - Reach and Impressions: Assessing unique users versus total views. - Engagement Rate: Evaluating interactions compared to followers. - Website Traffic: Monitoring user visits post-influencer content. - Conversions: Measuring desired user actions from the campaign. - Revenue: Using analytics and UTM codes to track sales growth. 💰 Measuring the return on investment is equally important. A well-executed campaign can generate returns as high as $20 for every dollar spent. 🔄 For marketers, scaling influencer efforts sustainably means leveraging directories, implementing performance-based compensation, and consistently monitoring the KPIs to refine strategies. Let’s ensure every marketing dollar counts! What metrics do you prioritize in your influencer campaigns? Share your insights! #InfluencerMarketing #MarketingStrategy #ROI