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Bonus: MagicLinks, Aleks Chojnacka: Influencer Marketing State of the Union (Plus Live Shopping)
28 ideas de marketing sacadas de «Bonus: MagicLinks, Aleks Chojnacka: Influencer Marketing State of the Union (Plus Live Shopping)», de DTC Podcast. Sobre…
- 28 ideas despiezadas
- Fuente DTC Podcast
- Dura 46 min
- Publicada en 2022
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Usage rights = 30% del fee del influencer para paid amplification: 1 video de TikTok con 25% engagement rate vale 2-3x el fee
Canales de adquisiciónAleks: 'the standard is 30 days owned and operated. So every contract that we run with creators, we typically already have that in there. So if a brand wants to repost on their social channels they just need to give the influencer a shout out and it's already there. However, if they do want to pay put paid spend behind it and give that content added distribution which a lot of brands do, and it's a really great idea…
Arrangements absolutely so the standard is 30 days owned and operated so every contract that we every campaign that we run with creators we typically already have that in there so if a brand wants to repost on their social channels they just need to give the influencer a shout out and it's already there however if they do want to pay a put paid spend behind it and give that content added distribution which a lot of brands do and it's a really great idea obviously if you have a piece of content that's going viral or the influencer their own audiences have a incredibly High engagement rate for…
Escúchalo en el minuto 9:37
Estrategia de contenidosAleks: 'especially with Gen Z audiences where they can smell BS from a mile away. They want this to be a product you really use. I've definitely seen creators speak on behalf of a brand they've never used. In their audience calls them out for it. Like I can't imagine you using this product. Or I can't imagine that this is actually a product you have in your kitchen cabinet. And the Creator had to explain. It's about…
feel like you know I cringe when I when I remember I think it was like the Kardashians or like Scott Disick when they were doing the like hair care hair bear gummies it just seemed so salesy and transparent and that's not what works nowadays especially with Gen Z audiences where they can smell BS from a mile away they want this to be a product you really use and we see that with our influencer audiences I've definitely seen creators speak on behalf of a brand they've never used In Their audience calls them out for it like I can't imagine you using this product or I can't imagine that this is…
Escúchalo en el minuto 14:25
Influencer marketing gana por relatabilidad, no celebrity — 'see yourself in a brand story' democratiza el mensaje
Mensaje y copywritingAleks Chojnacka (MagicLinks): 'the reason why they're so successful, the reason why we've seen them grow so tremendously is because they're so relatable. Having real people share their stories, be vulnerable. There's something for everybody. No matter who you are, what your style is, what you're going through, you can find an influencer that represents you and shares in your values'. La shift histórico: 'back in the…
it's that opportunity to democratize marketing it's seeing yourself in a brand Story versus back in the day you know you had celebrities or models that were not relatable influencers the reason why they're so successful the reason why we've seen them grow so tremendously is because they're so relatable having real people share their stories be vulnerable there's something for everybody and I feel that no matter who you are what your style is what you're going through you can find an influencer that represents you and shares in your values and then having them incorporate you know stories…
Escúchalo en el minuto 0:00
Q4 inventory crisis: los creators tienen slots limitados, prioriza partnerships de largo plazo sobre cold outreach
Canales de adquisiciónAleks sobre Q4 dynamics: 'prices are more expensive in Q4. There's less inventory. There's more people activating because there's always going to be the brands that only activate during Q4. So you're going to have everybody bombarding the creators asking for inventory. And as a creator, not every day is going to be sponsored — that just isn't how they create content. So there's a limited amount of inventory and the…
stay the same no there there is definitely a seasonal Trend and depends on the brand but most brands are raising their spending Q4 a couple of reasons for that prices are more expensive in Q4 there's less inventory there's more people activating because there's always going to be the brands that only activate during Q4 so you're going to have everybody bombarding the creators asking for inventory and as a Creator not every day is going to be sponsored that just isn't how you know they create content so there's limited amount of inventory and the inventory that exists is for those brands that…
Escúchalo en el minuto 16:10
Always-on program vs one-and-done: refill el funnel mensualmente con nuevos creators, ambassador los winners
Medición y experimentosAleks: 'the brands who are the most savvy are spending continually every month. And they do that for a number of reasons. And it's not continuous with the same creators — you're always refilling the funnel. So you're always kind of iterating on what you're doing every single month. If you have 10 creators in one month, you do the reporting in month two and you say actually four of those creators absolutely killed it…
reporting in month two and you say actually four of those creators absolutely killed it for us High engagement rate great sales whatever it is great content whatever you deem as success every brand has a kpi and each campaign has a separate kpi by the way it's never a good idea to say I want this campaign to do everything because the casting is very different based on that but typically Brands will say there's one track running for brand awareness one track running for conversion and sales and One Track Running to find new micro Nano influencers and I'm doing that on a monthly basis and I'm…
Escúchalo en el minuto 11:58
Halo effect: mide sales + engagement + brand sentiment juntos, no solo conversion rate
Medición y experimentosAleks: 'taking a step back in terms of measuring success — it's not just one metric that matters. These creators, these influencers, are so jam-packed, you're getting so many aspects in one person. You're getting the storyteller, the photographer, the marketer. Within that you have to take a holistic approach in measuring their impact. So yes they can drive sales — you can see okay my influencer program drove a…
your brand with all the people that resonate with that influencer right absolutely absolutely and that's the value of a Creator too I think that taking a step back in terms of measuring success it's not just one metric that matters because these creators these influencers are so jam-packed you're getting so many um so many aspects in in one person like I said you you're getting the Storyteller the photographer or the marketer and within that you have to take a holistic approach in measuring measuring their impact and so yes they can drive sales so you can see okay my influencer program drove…
Escúchalo en el minuto 7:29
Monetization match: enseña al creator cómo monetizar su content para tu categoría — tu trabajo es enable su business
Estrategia y decisiones de negocioAleks: 'teaching the creator exactly how to monetize their content for their specific category or niche. Because there's definitely like your friend Brett that's a great affiliate opportunity. You can drive so much in revenue and sales and impact online. But then there are things that would only rely on brand partnerships where the affiliate piece is a little bit more tricky'. La insight: tu influencer program no es…
with with you yeah so there's really three layers of working with magic links and these three layers I'll describe them one by one and they kind of address different tiers of influencers as well so the first layer is just pure organic integration that means a brand integrates onto magic links meaning that we plug into their inventory we have an affiliate offer the brand says for every link that's generated that drives a sale I will pay the Creator 20 of that sale that is the Baseline way of working with creators and this assumes these are creators that care about affiliate so like I said that…
Escúchalo en el minuto 26:35
Raw TikTok gana sobre polished Instagram: 'off the cuff' content resuena más con Gen Z que polished studio shots
Estrategia de contenidosAleks: 'video content in general has been big for a long time but mostly on YouTube. With TikTok coming into the fold, there's this trend of just raw video too. It's Instagram is a little bit more perfected, professional, you see you can say a space is so instagramable and that just means it's such a beautiful space and great for shooting content. However, TikTok is a little bit more raw and quote unquote real and…
well video content um and that's just video content in general and that's our expertise and video content has been big for a long time but mostly on YouTube and obviously with Tick Tock coming into the fold there's this trend of just raw video too it's you know Instagram is a little bit more perfected uh professional you see you know you can say a space is so instagramable and that just means it's such a beautiful space and great for shooting content however Tick Tock is a little bit more raw and quote unquote real and off the cuff so there's there's room for it all but definitely that like…
Escúchalo en el minuto 17:55
Venn diagram del creator ideal: passion × content-able × monetizable — los 3 son necesarios
Estrategia de contenidosEric Dick describe el Venn diagram del creator ideal: 'something that he loves, something that he can make content about, and something that's something that people love watching, and something that's not easily monetizable'. Si el creator tiene los 3, el conversion rate es 'astronomical'. Caso: Brett Turner, media buyer en Helmlein, ama home automation. Se implantó un chip en la mano para automatizar su casa. Hace…
it turns on his coffee maker he actually implanted something in his hand anyway but he's found the perfect Venn diagram for creators of something that he loves something that he can make content about and something that's like that's something that people love watching and something that's not easily monetizable he was telling me some of his numbers from his affiliate programs when when you're actually like when you're caught up with someone and they're passionate about something and you get passionate too the conversion rates that you can create on click through from that are just…
Escúchalo en el minuto 24:32
Q4 es el trimestre más caro y competitivo para contratar influencers
Canales de adquisiciónLos precios de influencers suben en Q4 por tres razones convergentes: (1) las marcas elevan su gasto por estacionalidad, (2) hay menos inventario disponible porque los creadores tienen compromisos previos, y (3) las marcas que solo activan en Q4 compiten por el mismo inventario. Las marcas que han construido relaciones always-on durante el año tienen acceso preferente al inventario a precios normales, mientras que…
no there there is definitely a seasonal Trend and depends on the brand but most brands are raising their spending Q4 a couple of reasons for that prices are more expensive in Q4 there's less inventory there's more people activating because there's always going to be the brands that only activate during Q4 so you're going to have everybody bombarding the creators asking for inventory and as a Creator not every day is going to be sponsored that just isn't how you know they create content so there's limited amount of inventory and the inventory that exists is for those brands that have those…
Escúchalo en el minuto 16:12
Modelo always-on: gastar mensualmente en influencers e ir convirtiendo los mejores en embajadores
Canales de adquisiciónLas marcas más sofisticadas no hacen campañas aisladas sino programas mensuales permanentes. Cada mes reclutan creadores nuevos, miden resultados, y a los que rinden bien (alto engagement, buenas ventas, contenido de calidad) los convierten en embajadores de marca con programas de varios años. Al final del año tienes una lista sólida de creadores que conocen tu marca, que ya han educado a su audiencia sobre ti, y…
the brands who are the most savvy are spending continually every month and they they do that for a number of reasons and it's not continuous with the same creators you're always refilling the the funnel so you're always kind of iterating on what you're doing every single month if you have 10 creators in one month you do the you know you do the reporting in month two and you say actually four of those creators absolutely killed it for us High engagement rate great sales whatever it is great content whatever you deem as success every brand has a kpi and each campaign has a separate kpi by the…
Escúchalo en el minuto 11:35
Los derechos de uso de contenido de influencer cuestan 30% adicional sobre el fee base
Canales de adquisiciónCuando una marca quiere reutilizar contenido de influencer en publicidad pagada, los derechos de uso típicos cuestan el 30% del fee original del creador. Esto permite poner spend pagado detrás del contenido, hacer que el propio influencer lo impulse en sus canales y retargeting sobre las personas que interactuaron con el anuncio. Es una inversión separable del fee de creación que multiplica la distribución del…
is obtaining usage rights usage rates are typically 30 of the influencer fee so if the influencer are you know whatever they charge for that piece of content you're going to pay another 30 percent for the usage rates of that content and then you can do whatever you'd like with that content put paid spend behind it have the influencer also boost it on their channels you can retarget people who have engaged with that ad as well there's so much you can do with that piece of content and I think it's a great idea because it again it just gives it more legs and these creators are are really good at…
Escúchalo en el minuto 10:31
El número de seguidores importa menos que el engagement real y la lealtad de la comunidad
Canales de adquisiciónLos micro-influencers con 200.000 seguidores y tasas de engagement excepcionales pueden superar en resultados a macro-influencers con millones de seguidores. El follower count es una métrica de vanidad: lo que realmente importa es la fuerza de la comunidad, la tasa de engagement y qué tan resonante es la cara del creador con la audiencia objetivo. Las marcas sofisticadas no eligen por número de seguidores.
too it's a lot of times when we think about influencer we think about people who have millions of followers but there are lots of incredible influencers who have maybe 200 000 followers where they have such strong engagement rates loyal communities and their face resonates across the board as well so it's not you know follower account isn't the end-all be-all in fact it's really not a metric we care that much about unless the goal is is really eyeballs and even then there's something more that we need to look at but tapping into the actual audiences of the creators is really important to…
Escúchalo en el minuto 6:31
Live shopping is a tsunami: TikTok Shop es el mejor para reach, YouTube/IG para conversion
Canales de adquisiciónAleks: 'live shopping has been very popular in the Asian markets and is not even close to hitting a Tipping Point in the US. We're seeing the platforms invest. TikTok just invested in some distribution centers, which just indicates this increased investment and bet on live shopping, which is a signal to the rest of the industry. The amount of engagement we saw with these live shopping events exceeded the…
so this has been very popular in the Asian markets and is not even close to hitting a Tipping Point in the U.S so it's definitely up and coming we're seeing the platforms invest in live shopping Tick Tock just um invested in some distribution centers which just indicates this increased you know increased investment and bet on live shopping which is a signal to the rest of the industry that this is going to be something that we need to take a look at very few brands are doing this right now and I think some of the most Savvy ones are are creating really robust live shopping programs we just…
Escúchalo en el minuto 18:55
Canales de adquisiciónEl caso de Brett Turner (home automation en TikTok) ilustra el modelo ideal de creator: encontró el Venn diagram donde converge lo que le apasiona (automatización del hogar), lo que genera contenido entretenido de ver, y lo que tiene potencial de monetización vía afiliados. Este overlap es lo que produce tasas de conversión astronómicas cuando finalmente se presenta un producto affiliate: la pasión del creator se…
he's a media buyer at our sister company here at helmkin and he started he loves home automation he has it so when he uh hits his two feet down out of bed and not just one foot it has to be two feet it turns on his coffee maker he actually implanted something in his hand anyway but he's found the perfect Venn diagram for creators of something that he loves something that he can make content about and something that's like that's something that people love watching and something that's not easily monetizable he was telling me some of his numbers from his affiliate programs when when you're…
Escúchalo en el minuto 24:22
Canales de adquisiciónCuando un video de un influencer supera significativamente su tasa de engagement habitual (por ejemplo, de 10% a 25%), es una señal clara de que ese contenido está resonando y merece mayor inversión. La táctica es obtener derechos de uso (30% del fee original), poner spend pagado detrás del contenido, hacer que el propio influencer lo boost en sus canales y retargeting sobre las personas que interactuaron con el…
which a lot of brands do and it's a really great idea obviously if you have a piece of content that's going viral or the influencer their own audiences have a incredibly High engagement rate for example if you have a tick tock video The Creator's normal engagement rate is 10 but this particular video with your products in it is getting a 25 engagement rate that's huge you want to boost it typically what that looks like is obtaining usage rights usage rates are typically 30 of the influencer fee so if the influencer are you know whatever they charge for that piece of content you're going to…
Escúchalo en el minuto 10:02
El contenido raw y auténtico supera al contenido producido: 'real beats polished'
Mensaje y copywritingHay una tendencia clara hacia contenido de video sin pulir: raw, off-the-cuff, filmed en el momento. Instagram favorece lo producido y estéticamente perfecto ('instagramable'), mientras que TikTok premia lo genuino y espontáneo. Las audiencias, especialmente Gen Z, detectan inmediatamente cuando el contenido es demasiado vendido o corporativo. La recomendación es que los influencers y marcas incorporen contenido sin…
well video content um and that's just video content in general and that's our expertise and video content has been big for a long time but mostly on YouTube and obviously with Tick Tock coming into the fold there's this trend of just raw video too it's you know Instagram is a little bit more perfected uh professional you see you know you can say a space is so instagramable and that just means it's such a beautiful space and great for shooting content however Tick Tock is a little bit more raw and quote unquote real and off the cuff so there's there's room for it all but definitely that like…
Escúchalo en el minuto 17:55
Espacios propios vs alquilados: email y SMS son activos de audiencia directa para creadores
Canales de adquisiciónLas plataformas como TikTok, YouTube y Facebook son espacios alquilados: el algoritmo decide el alcance y el creador puede perder visibilidad de un día para otro. Email y SMS son canales propios donde el creador mantiene relación uno a uno con su audiencia sin depender del algoritmo. El concepto de 'owned vs rented spaces' obliga a creadores y marcas a construir vías de comunicación directa fuera de las plataformas…
so this is a bigger conversation around algorithm and the algorithm can either do some really big favors or it can platforms are helping fuel their growth email and mobile texting have been those two ways and of course like if the if and texting and so I our partnership about you know when you look at their costs and and what they're worth they're trend for them is to start owning their audiences more than just renting it from
Escúchalo en el minuto 41:23
Tratar al influencer como fuente de tráfico propia, no solo como rostro del anuncio
Canales de adquisiciónUn influencer no es solo un rostro publicitario: es un editor con audiencia propia que ha construido ese público con trabajo específico. Cuando trabajas con un creador, considerar su audiencia como un canal de tráfico propio — con su estrategia, engagement y comunidad — maximiza el valor de la colaboración, porque puedes activar a esa audiencia directamente y no solo esperar que te vean a través del anuncio.
really talking about influence as well like literally using the platforms of each of these people like this is classic influencer marketing I know this maybe sounds weird to belabor this but coming from the paid side the idea of influencers in and of themselves being their own traffic source is is novel yeah that that is the beauty of it right like an influencer a Creator now what we call them creators the term is kind of we we use the term Creator we use the term influencer they essentially mean the same thing you're creating content uh but your point is is really valid and something to…
Escúchalo en el minuto 5:00
Un consumidor necesita ver una marca siete veces antes de actuar
ConversiónLa regla operativa en marketing de influencers es que un consumidor necesita aproximadamente siete exposiciones a una marca antes de tomar acción de compra. Esto valida por qué las campañas de una sola vez ('one and done') fracasan: si el creador no ha hablado de la marca antes, necesita tiempo para educar a su audiencia, y una exposición no es suficiente. Especialmente en categorías donde los resultados del…
of the the stat I think it changes but right now as it stands I think a consumer has to see something seven times before they take action so if you're doing a one and done campaign with a Creator and the creator has never spoke about your brand before there's going to be a they're going to need some time to educate their consumer base Their audience as to why they love your brand why they love your products it depends on the category obviously fashion and beauty is a lot easier because you can see the results right away if you're a you know nutritional supplement or something where you need…
Escúchalo en el minuto 13:07
TikTok = alcance gratuito y descubrimiento; YouTube/IG = conversión probada
Canales de adquisiciónTikTok, YouTube e Instagram cumplen funciones distintas en una estrategia de influencers. TikTok ofrece alcance masivo con bajo costo y excelente alcance orgánico gratuito, pero la conversión sigue dependiendo del link-in-bio, lo que añade fricción. YouTube e Instagram tienen herramientas de conversión más maduras (swipe-ups, enlaces en stories) que generan ventas más directas. La recomendación estratégica es usar…
because they're promoting live shopping so heavily across the platform so the brand was not only able to also the platform that has the the cheapest sorry it also is the platform that just is still the most free with your own audience as well right and it's it hasn't rained in the control you have on your own audience as much on other platforms like Instagram totally exactly yeah so there's and it's growing tremendously they're seeing exponential growth so in terms of utilizing the platform for for brand awareness for reach Tick Tock is great the conversion piece is still a little…
Escúchalo en el minuto 20:40
Medición y experimentosEl impacto de un programa de influencers no se reduce a una sola métrica. Las marcas deben medir cuatro dimensiones en paralelo: (1) ventas atribuibles al programa, (2) tasa de engagement del contenido vs. benchmark de la plataforma, (3) lift en sentimiento de marca y conocimiento de producto, y (4) calidad y cantidad de contenido reutilizable generado. Cada kampaña puede tener un KPI dominante diferente, pero la…
metric that matters because these creators these influencers are so jam-packed you're getting so many um so many aspects in in one person like I said you you're getting the Storyteller the photographer or the marketer and within that you have to take a holistic approach in measuring measuring their impact and so yes they can drive sales so you can see okay my influencer program drove a million dollars in sales last year but it also had um 10 engagement which is above the Benchmark for the platform which is amazing that the consumers the their audiences are engaging with this particular story…
Escúchalo en el minuto 7:43
7x frequency: el customer necesita ver tu marca 7 veces antes de comprar — influencer program es la palanca principal
Investigación de mercado y clienteAleks cita el stat: 'a consumer has to see something seven times before they take action. So if you're doing a one and done campaign with a creator and the creator has never spoke about your brand before, there's going to be a — they're going to need some time to educate their consumer base, their audience as to why they love your brand, why they love your products'. La insight clave: 1-2 posts de un creator no…
of the the stat I think it changes but right now as it stands I think a consumer has to see something seven times before they take action so if you're doing a one and done campaign with a Creator and the creator has never spoke about your brand before there's going to be a they're going to need some time to educate their consumer base Their audience as to why they love your brand why they love your products it depends on the category obviously fashion and beauty is a lot easier because you can see the results right away if you're a you know nutritional supplement or something where you need…
Escúchalo en el minuto 13:07
Tres capas de colaboración marca-creador escalan de bajo costo a máximo control
Canales de adquisiciónMagic Links estructura su oferta en tres capas progresivas: (1) integración orgánica pura con comisión del 20% sobre venta —sin costo fijo, solo se paga al convertir, ideal para marcas con presencia orgánica ya establecida; (2) envío de productos (seeding/gifting) dirigido a micro y nano creadores motivados por productos gratuitos; y (3) programa match intelligence a medida con casting, monitoreo FTC, derechos de…
yeah so there's really three layers of generated that drives a sale I will pay product seating and gifting now this robust it's the most custom it's the way expensive and it's a primarily aside from the integration fee you only pay when you drive a sale and then the other to work with as well what would a what would a launch like
Escúchalo en el minuto 26:37
Match intelligence usa datos de conversión por rango de precio, no solo engagement o seguidores
Canales de adquisiciónMagic Links diferencia su propuesta al rastrear datos de conversión reales: no solo cuántos seguidores tiene un creador o cuál es su tasa de engagement, sino si ese creador convierte a un punto de precio de $250 o no. Esta información surge de su capa base de affiliate links (5.000 videos creados mensualmente) y permite predecir el rendimiento de un creador para una marca concreta, haciendo el matching mucho más…
match intelligence is I would say the with something that is so important in rate when we know do they convert at a 250 price point or do they not we know so that all feeds into our match will be aligned in times where it won't we just know a lot about our creators we influencers to work with because it's an opportunity for
Escúchalo en el minuto 35:07
Canales de adquisiciónLas funciones de promoción pagada (TikTok Ads) no son tan robustas como el alcance orgánico de la plataforma. Magic Links observa que cualquier campaña en TikTok debe incorporar gasto en boost orgánico para maximizar alcance: lo llaman el 'TikTok two-step'. No basta con publicar contenido; la combinación de alcance orgánico más inversión publicitaria es la práctica recomendada.
we're seeing a lot of where Tick Tock features if you're running a tick tock campaign making sure paid spend and boosting is Trend
Escúchalo en el minuto 40:28
Canales de adquisiciónPara una marca DTC de 2-3 millones de facturación que inicia en marketing de influencias, Magic Links recomienda un programa de $50k que combine las tres capas: integración orgánica en toda la red, seeding con ~10 creadores micro, y ~5 creadores de primer nivel (millones de seguidores). El objetivo es detectar en qué nivel la marca encuentra mayor retorno —un programa holístico con efecto halo y bola de nieve— antes…
they're like a you know two three yeah I would suggest probably spending that fifty thousand dollars you tap into about 10 creators and then we would then cast about five halo effect as well so that that 50k your feet wet and look at all the do I keep moving forward with this
Escúchalo en el minuto 32:08
Canales de adquisiciónEl live shopping lleva años normalizado en China con cientos de millones de usuarios, pero en EE.UU. y Occidente apenas está despegando. TikTok ha invertido en centros de distribución logísticos propios, lo que indica una apuesta seria por la infraestructura de live shopping. Pocas marcas lo están haciendo bien todavía, lo que representa una ventaja de primer-movedor para quienes lo implementen ahora. Es el momento…
shopping so this has been very popular in the Asian markets and is not even close to hitting a Tipping Point in the U.S so it's definitely up and coming we're seeing the platforms invest in live shopping Tick Tock just um invested in some distribution centers which just indicates this increased you know increased investment and bet on live shopping which is a signal to the rest of the industry that this is going to be something that we need to take a look at very few brands are doing this right now and I think some of the most Savvy ones are are creating really robust live shopping programs…
Escúchalo en el minuto 18:55
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