ROI Society’s Post

Activat VC has invested in Behype, an online platform that helps creators monetize their content and brands improve their marketing campaigns through collaboration with creators. Behype solves key problems in influencer marketing: brands get access to quality, viral content and creators get access to new earning opportunities. ⚖️ Market and Trends Behype operates in the fast-growing Influencer Marketing market, which was valued at $16.4 billion in 2023. In Southeast Asia, where Behype plans to expand, the market is valued at $693.7 million with a projected growth to $1.068 billion by 2028. The startup is already active in Kazakhstan, where the bulk of its clients and creators are located. ❌ Market challenges Brands face difficulties in managing campaigns, selecting creators and evaluating the effectiveness of content. Creators, in turn, face challenges with monetization, revenue volatility and competition. ✅ Behype's solution Behype allows brands to launch content creation Challenges. Creators compete by submitting ideas and getting paid for views. The platform motivates creators to create quality and viral content, and offers brands effective marketing tools with reporting and analytics. 👤 Target audience Behype targets brands, marketing agencies and creators. Brands get native promotion, while creators get stable monetization and growth of their audience. 🎁 Unique offer For brands: Behype is a guarantee of a viral campaign. The competitive model motivates creators to produce quality content, and brands get maximum audience engagement.  For creators: Behype offers participation in Challenges, guaranteed payment and the opportunity to monetize your creativity through views and interaction with top brands. 💲 Monetization Behype currently uses a CPV (Cost per View) model, earning on the margin between the price per view for advertisers and the payment to creators. Future plans are to implement CPA (Cost per Action) and CPP (Cost per Post) models. Behype addresses both sides of the Influencer Marketing market with innovative solutions for brands and creators, and is preparing to expand into Southeast Asian markets.

The 5 steps I would take to accurately gauge the ROI of an influencer content marketing partnership: 1)   Set clear objectives prior to establishing the partnership. The objectives should be a factor in determining which influencer you’ve chosen to work with. Before committing to the partnership, ask the influencer for case studies of previous partnerships they’ve done, specifically highlighting impact on your target KPIs. 2)   Set up tracking for KPIs. This may include: unique promo codes, custom landing page traffic, pixel tracking, etc. 3)   Once the partnership is live, track KPI’s: Brand awareness: reach, impressions, follower growth; Engagement: likes, comments, shares, click through rate (CTR); Website Traffic: referral traffic from content, time on site, pages per session; Lead Generation: email sign ups, content downloads, form-fills; Sales: conversions attributed to influencer content, revenue generated, return on ad spend (ROAS) 4)   Measure content ROI: Assess the immediate value of influencer generated content (IGC). Traditionally, ROI = (revenue generated / cost of partnership)*100. Other ways of measuring value include: any cost savings on content production, reusability of IGC, etc. 5)   Analyze long-term impact: brand sentiment changes, customer lifetime value from IGC-acquired customers, ongoing engagement with repurposed content. Here is a great article on the value of influencer marketing and how to set your next one up for success: https://lnkd.in/enMwqPij

The lines between influencer marketing and content marketing are blurring. This raises the question: Could content marketing be the evolution of influencer marketing? Discover more about how combining these strategies can redefine brand-audience connections and take marketing efforts to new heights. Read the full article here. #webdesignservices #directmarketingtips https://lnkd.in/eTnpxy7t

The “State of Creator Marketing 2024-2025” report reveals a new marketing era, with brands moving budgets from traditional media to creator partnerships for more authentic and impactful engagement. Hollywood Branded explores why brands are achieving higher ROI through creator-led campaigns, and how this strategy will continue to grow in 2024 and beyond. Learn more about the trends and data-backed strategies defining the future of influencer marketing. #CreatorEconomy #MarketingTrends #InfluencerMarketing https://bit.ly/40N2VSH

Maximize Your Influence: The Ultimate UGC Campaign Planner for Brands In today's digital arena, UGC is king. Here's a deep dive into the UGC Campaign Planner – a strategic tool for crafting impactful influencer content campaigns: - Definition & Benefits: The UGC Campaign Planner is a web-based tool designed to help brands formulate strategies for influencer-driven campaigns. By focusing on key elements such as brand message, product details, and target audience, it enables companies to create custom plans that resonate with consumers and generate engagement. - Effective Usage: Start by inputting basic information about your brand and product. Define your target audience and set clear campaign goals. Choose the types of content you’d like to receive

With creator marketing on the rise, brands are seeing the highest ROI from influencer partnerships, especially when targeting with creativity and resonance in mind. https://lnkd.in/g9sCa8Ag #InfluencerMarketing #CreatorEconomy #BrandStrategy”

Organic-Only Influencer Campaigns? UGC for Facebook Ads? Why not both? 🤔 When launching Facebook ads, many brands focus on leveraging influencer User-Generated Content (UGC). But what if there’s a better strategy? One that combines UGC and organic promotion? Introducing the hybrid model: not just content, but creators promoting on their own channels and providing content for your ads. 👉 Here’s a Quick 4-Step Process to price, research, and launch a successful hybrid campaign that maximizes organic reach and UGC content: 1️⃣ Content Cost: A high-quality 40-60 second video can range from $150-$300. We pay for creators who are natural on camera, articulate, and experienced. 2️⃣ Determine Premium Inventory Cost: Use an industry CPM average ($20 per 1,000 views) as a baseline for organic promotion. 3️⃣ Creator & ICP Match: Focus on creators whose audiences match your target demographic. Check their engagement on product-placement videos to estimate campaign reach. 4️⃣ Make the First Offer: Start with a $3 CPM based on projected views. For example, if you're targeting 200,000 views, offer $600—much cheaper than platform ads, with both content and organic reach. 🌀 The viral potential of this model can yield massive returns—up to 15x ROI!

All right, I’ll say it: it’s time to call out a common misconception when it comes to running influencer marketing campaigns: running performance campaigns based primarily on creator CPM is the wrong approach. You ready for this one? Creator CPMs are not correlated with brand performance. Why? I’ll tell you: Creators are decentralized media companies. When demand for advertising on their channel increases, prices go up. When demand goes down, prices go down. Higher prices don’t indicate a bad deal; instead, they generally reflect higher quality.  Before I share the data to back up my claim that CPM is not correlated with performance, let me say this: yes, media of all types, including influencers, perform better when you’re getting the same thing for a lower price. But remember that by choosing a lower CPM creator, you’re not getting the same thing. You’re either getting a less proven creator, a less incentivized creator, or a less effective creator. CPMs are easy to understand, and the data is easy to collect. For this reason, many brands gravitate towards only looking at creator type and CPMs to decide which creators are the right partners for performance campaigns. It’s the classic fallacy of looking at what you can measure versus looking at what drives performance. And this approach is wrong. When we look at the data, we see that CPMs have no correlation with performance. Zero. The graph displays the CPM of every YouTube creator we've worked with over the past year on the y-axis, and their brand performance on the x-axis. Brand performance is normalized, with the best performer at the 100th percentile and the worst at the 0th percentile. As you can see,  neither a higher or lower CPM has any correlation with performance for a brand. So what is the key indicator of performance? Historical performance. Historical data from previous campaigns  is not only how we recommend creators to our brand partners, but also the best indicator of future success. Yes, we have proprietary performance data which allows us to see which creators have performed for performance campaigns – but just as important is the fact that we’re always analyzing data to unearth another nugget of value to help our brands gain an advantage. And one thing we sure as hell don’t do: simply say that lower CPMs mean stronger performance.  

Running performance campaigns solely based on creator CPM is an ineffective approach! 🤯 Our CEO, M. Bradley Hoos, shared the game-changing revelation with his LinkedIn community this morning and we had to make sure you saw it, too! Check out the post to see what the *true* key indicator of performance is.

The wrong question: "What's the best type of content for ads?" The right question: "What's the best type of content for MY ads, right NOW?" For years, Taylor and I have been known as the influencer marketing guys. Don't get me wrong, product seeding and influencer marketing are still a huge part of our work at Kynship — it's still an effective method for generating creative volume. But it's not the only way. I'm not romantic about influencer content.  Or user generated content. Or customer generated content. Or brand generated content. I'm romantic about what's working at the present moment, for YOUR brand. We work with ecommerce businesses that have zero interest in influencer seeding and building out that capability — we also work with ecommerce businesses that can't get enough of it. There is no one right style of content for successful ad accounts. The only "right" content is what you can test, validate, and repeat successfully. Anything else in the marketing space right now is noise.