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

Content creators are the human face of your brand. They bring a human touch to your brand, and this is a great benefit to any brand. Influencer marketing is the human side of marketing that brings brands closer to their audience. I found this article by the team at aktivate⚡️ very insightful, and I encourage you to read it if you have an interest in influencer marketing. [https://lnkd.in/dRcFPwMv] In fact, I think it's a must-read for anyone who wants to stay ahead of the curve.

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

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.

Unlocking Results with Nano Influencer Content: Nano influencer content transforms how we drive performance for our clients at theSalt. One of the most significant advantages of this type of content is realness and authenticity. With relative low content costs from nano influencers, our clients can invest in more content pieces and adopt an aggressive distribution strategy from a scaling perspective. This approach isn’t just cost-effective—it’s a results game-changer. Here’s why: 🚀 Unexpected Wins: Time and again, we’ve seen that content pieces we wouldn’t have “backed” as perfect, outperform highly curated ones. For instance, this post in a recent campaign generated 82 leads in just one day, with a CPL at 20% of the brand benchmark. 🎯 🧠 Key Takeaways: 1️⃣ These nano creators know their audience best: The best-performing posts often come when creators have the freedom to communicate authentically with their communities. 2️⃣ Shift the lens: Don’t evaluate creator work as you would do with your traditional creative agency. Their audience is the ultimate judge, and they relate differently to them, which these nano's understand. 3️⃣ More content, more opportunities: Avoid placing all your bets on one or two content pieces. Allow for variety to uncover hidden gems. 4️⃣ Cost-effective = High performance: The low cost of nano content means you can distribute aggressively, achieving performance that often exceeds expectations. The proof is in the results — checkout the audience’s comments on this post (I'll drop the link to the post in the comments). Regarding nano content, authenticity, volume, and distribution is the winning combination. Let the creators create, let the audience react, and let the results speak for themselves. What’s your take on nano content strategies? #creatoreconomy #influencermarketing #nanoinfluencers

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

After Spending Millions on Influencer Marketing, Here Are My Top 3 Takeaways: 1. Content is King: Whether you’re onboarding a celebrity with a mass appeal and millions of followers or a Nano influencer just starting their journey, content quality prevails above all. If the message isn’t clear, compelling, or aligned with your goals, the impact will be negligible. The right content has the power to connect, resonate, and drive action, no matter who’s delivering it. 2. References Set the Benchmark: References are critical for creating high-quality content. There’s plenty of inspiration available online. These references not only raise the bar for creators but also push them to unleash their full creative potential. (Pro tip: Explore Meta’s Ad Library, you'll discover tons of amazing content there.) 3. Performance Marketing Complements Influencer Content: Influencer marketing alone rarely delivers optimal results. To maximize ROI, integrate influencer-created content into your performance marketing strategy. This approach not only boosts sales but also drastically increases your brand’s reach and influence. The key metrics to monitor for an influencer marketer would be: - CTR (Click-Through Rate): Indicates whether viewers like your content. - ROAS (Return on Ad Spend): Measures the effectiveness of your investment. - CPC (Cost Per Click): Keeps your ad spending efficient. While we still have a long journey ahead, the possibilities are endless. What excites me the most is discovering amazing creators who, despite having smaller followings, can out-perform renowned influencers when given the right guidance and direction.

5 unique and creative content ideas related to digital marketing Idea 1: "The Metamorphosis of Digital Marketing: Exploring the Evolving Landscape of Online Promotion" Dive into the dynamic nature of digital marketing, examining how it has transformed over the years and the emerging trends that are shaping the future of online promotion. Idea 2: "Mastering the Art of Omnichannel Marketing: Seamlessly Integrating Digital and Traditional Strategies" Investigate the power of omnichannel marketing, showcasing how businesses can effectively blend digital and traditional marketing tactics to create a cohesive and impactful customer experience. Idea 3: "The Rise of Influencer Marketing: Leveraging Authentic Connections in the Digital Age" Explore the growing influence of influencer marketing, highlighting how brands can harness the power of social media personalities to reach and engage their target audience. Idea 4: "Unleashing the Potential of Content Marketing: Crafting Captivating Digital Narratives" Delve into the world of content marketing, providing insights on how businesses can create compelling, value-driven content that resonates with their audience and drives meaningful engagement. Idea 5: "Navigating the Digital Landscape: Strategies for Optimizing Your Online Presence" Offer practical tips and strategies for businesses to enhance their digital marketing efforts, from improving search engine optimization to leveraging data-driven insights for more targeted campaigns.

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.