Brooke Senit

I have a lot of hot takes on this 🔥 According to a new report (link in comments) from Sprout Social, Inc., Gen Z doesn't care if the influencers they follow are authentic. They care more about the influencer's follower count, posting frequency, and entertainment value. 🔥 MY HOT TAKES 🔥 🔥 Influencers ARE NOT Personal Brands UNLESS they are being authentic. (That's the "personal" part). Otherwise, they are just TV characters you tune into. 🔥 The influencer model is the TV model. Entertain. Attract viewership. Monetize with commercials. But nobody is buying that person's $500 course or $3,000 service. That's where Personal Branding comes in. (peeps the Alex Hormozi video in the comments that talks about exactly this). 🔥 GenZ is young and likes shiny, fun things. Like the report said, older generations look for authenticity. As we get older we look past the makeup and jokes for more genuine, authentic connection. But I want to hear from you. What do you think about this? Do you care if the people you follow are being authentic? When would you still follow someone even if you knew they weren't being authentic? ___ #authenticity #influencer #socialmedia #Genz

3

4 Comments

Yesterday, Instagram confirmed rumors that it’s testing UNSKIPPABLE ads. Ah, the YouTube experience for non-paying users. What's your take on this for IG? If you click the info icon next to the "ad break," you’ll find a message that reads: “You’re seeing an ad break. Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you keep browsing.” We all know that feeling on YouTube when watching a compelling video or listening to a hot track and the dreaded unskippable ad pops up. Most of the time you sit through it, sometimes though your patience wears thin and you bounce. Listen, social platforms have a balancing act to achieve: - Drive value for users w/o sacrificing ad performance - Drive value for adverts w/o sacrificing user experience Ideal advertiser scenarios are often at odds with ideal user scenarios. Before taking this out of Beta, IG will surely be looking closely at unskippable ad watch rates and testing if overall time on platform for users without skippable ads is significantly different than users with skippable ads in the experience. I’m sure they’ll also be testing frequency in which a typical user will see skippable ads and how it will impact their overall time on platform and bounce rates. This will favor advertisers if it rolls out. We all know ad performance has been rocky for many in 2024, this could be one of those tricks Meta pulls out of its sleeve.

62

21 Comments

“2024 TikTok Trend: Long form videos” - literally every TikTok insight the past few weeks. 👀 Since January 1st, I’ve seen a surge of TikTok updates claiming TikTok is ‘pushing long form videos’ (1 minute+) trying to capture a YouTube level of viewership. But, as an avid TikTok user, I had yet to see anything long form. Aside from Hilton’s 10 minute long TikTok (https://lnkd.in/eynPcnYa), I hadn’t seen any other long, SUCCESSFUL TikTok videos. 💁🏻‍♀️ And then I found it. Or should I say her. ✨ Less than 1 week ago, TikTok user @reesamteesa (https://lnkd.in/e8tj_JbV ) launched a series called 'Who TF did I Marry'. Over the last 6 days, she's been spilling the tea on her real love life drama with a whopping 50+ videos, each with at least 1 million views and each lasting a solid 10 minutes. ✨ Her captivating story has lead to a global takeover with viewers from all over the world interacting in the comments asking for more. Needless to say, she had everyone hooked 🎣! But it hasn’t stopped there. Other TikTok users are now looking to @reesamteesa and stitching her content, boosting it even further to their communities: 💪 Fitness creators swear that tuning into just four of her videos can magically make your workout fly by https://lnkd.in/eJ7J7fKU Others are preaching its ‘binge-able’ approach: https://lnkd.in/e3mZsPhR 📺 and some enthusiasts have taken things to the next level by crafting fake posters, all in the hope that a genuine short series might materialize: https://lnkd.in/eS2Sfybu   https://lnkd.in/ec7RZW36 Now, you might think it's a bit over-the-top, but from a social media strategist perspective, there's a crucial lesson here: The story is the game-changer. 📖 @reesamteesa's videos unfold in everyday settings – her bathroom, her car, or against a plain wall. Yet, it's the wild narrative she spins that does all the hooking. ✍️ The key takeaway? In the midst of all the content noise, the story reigns supreme. #whodidimarry #tiktok #socialmedia #socialmediamarketing #tiktokmarketing

12

⭐ Influencer Advice & Conduct ⭐ Over the last few years working with influencers in the entertainment/gaming space, I've been seeing some interesting conduct & figured I'd share some advice that might be helpful for getting you noticed by your favorite companies and brands. 1. HAVE AN EMAIL ADDRESS PUBLICLY ACCESSIBLE!  I cannot stress this enough! Make sure you have an email address that brands, PR, & influencer relations managers can reach you at. I cannot express just how many nano & micro influencers have lost out on paid brand opportunities due to not being able to find their contact information. If you DO have an easy to access email address, please CHECK IT and RESPOND. Anyone who works in influencer relations knows just how busy influencers can get, and emails can slip through the cracks, but make sure it's not an ongoing thing. It's very easy for an influencer to become "difficult to work with" just via email correspondence. Also...check your social media DMs regularly! Sometimes if brands can't find your email address they will DM you! Don't miss out on awesome opportunities! 2. COMMUNICATE & NEGOTIATE KINDLY If a company offers you a rate that is too low, express your thoughts in a kind way, include your preferred rates, and continue the negotiating process. Last year I was working with a company who offered a rate to an influencer that the brand was a big fan of & really wanted to work with. The influencer's response...  "Lol, my rates are way higher than that. Not interested." While I can relate and appreciate this influencer's creative worth, they arbitrarily shut the door on getting what they wanted. The brand was more than willing to negotiate with this influencer and probably would have worked out a long, highly paid partnership opportunity, but the response left such a bad taste in their mouths, they decided to go with someone else. Plus if a brand can't afford you THIS campaign, they more than likely will reach back out when you fit in their budget. 3. If a company invites you to a screening, STAY FOR THE SCREENING! Yes, if you can believe it, I have witnessed influencers walk red carpets, enjoy cocktails & preparty, then leave before the movie/show starts OR wait outside until the movie ends and rejoin for the after party. 😐 You are never obligated to make content at these opportunities, though it's usually greatly appreciated, but you are invited to these events specifically to WATCH the content, not just for pics & free drinks. Influencers who do this are taking away opportunities from other creators who may be big fans of the content & fully appreciate the opportunity. This is a big ICK from the brand & network side. Just stay & watch the thing! 😂 --- I've reached the word limit for LinkedIn, but if you're an influencer or work with influencers, plz share some of your advice & icks! 

14

4 Comments

Tell your talents to take advantage of TikTok's long-form posting. With over 550k views on his first post, it is clear TikTok wants to push these types of videos as much as possible. The comments were all positive as well, "I didn't realize this was even 10 minutes. This was the best and longest video I've seen on this app. More videos like this. etc etc" Long term, I think there is a place for longer content on TikTok, but they will need a separate tab for people who are interested in just long or short form. Has anyone else experimented with the new 60 minute upload feature? If so, what has been your experience with it so far?

14

13 Comments

Hot off the press! 📰 Ever wondered how agencies and brands are tackling the big questions swirling around TikTok's future? 🤔 With a bill looming that could either sell TikTok or ban it in the US, agencies are strategizing. Our VP of Influencer Strategy, Kelly Dye, shares her perspective for TikTok creators during this uncertain time in a recent Digiday feature. 💡 "For those concerned about rebuilding their audience, collecting follower contact information through opt-in email tactics can be a useful strategy to stay connected with their community in the future." Don't miss out on the full feature in the comments below to learn more.👇 Thank you Antoinette S. and Digiday for the feature! #InfluencerStrategy #TikTokBill #TikTokBan2024 #TikTokCreatorStrategy New Engen, Inc.

19

1 Comment

SKIMS: From $0 to $4 billion in under 5 years 🚀 That's the power of Creator-led growth. → Launched in 2019 → Now valued at $4 billion → $750+ million projected revenue Why are creator-led brands growing so fast? 1. Built-in audience trust 2. Authentic product-market fit 3. Low customer acquisition costs 4. Rapid feedback and iteration We are now in the Age of the Creator 👇 "We are entering a new phase of media and consumption, where influencers are responsible for aggregating an audience to generate demand." - Chamath Palihapitiya That's why we made a big bet on creators at GRIN back in 2014. We're helping brands like you tap into creator-led growth. From partnership discovery to launch and management. Because creator-led growth will power the future of businesses. (It's already outperforming traditional paid by 3:1 today)

114

9 Comments

Unpacking one of the world’s most effective campaigns. Problem*: Not enough people know what Tubi is or what it does. Insight: Tubi is a streaming service that does not compete with the next, shiny title drop. It’s home to the largest content library. Tubi’s unparalleled volume means there is no better place to explore interest-based content. Solution: Find rabbit holes you didn’t know you were looking for. A longterm brand platform introduced on America’s biggest stage: Super Bowl. Hit the audience with a one-two punch of explaining what Tubi is, and then showing them what it feels like to be pulled down the rabbit hole (with a prank that would cause a global stir). *No longer a problem. Watch the video for results. #effie #effieawards #marketing #creativity

63

5 Comments

Today marks my last day at Tiktok after two incredible years. I'm leaving after $50m in ad spend and achieving 130% to goal. I've had the pleasure of working with some of my favorite apps and brands: - 9Count - Gametime - SoundCloud - Reddit - FuboTV - Keen - Hallow - Discord - Philo And so many more! I developed a strategy that has helped these brands scale from $0 to over $100,000 per day in profitable ad spend - and changing the entire social strategy. After seeing my success, Tiktok had me teach my strategy to over 100 employees. This same strategy guide is now approved by the product team and shared across the company. After using these strategies to hit 130% of goal and nearly burning out in the process, I'll never forget being told by a leader: "We can't wait to see what you do when you're focused on your job." At that moment, I realized that chasing someone else's goals will never be good enough. To my amazing colleagues and clients at Tiktok: Thank you for the unforgettable experiences and incredible support. It was a privilege to work with some of the most intelligent people I've ever met. Now, it's time to chase my own goals. I'll have the freedom to return to fighting professionally, making music, and maybe even take up some TV opportunities that were thrown my way. And I'll still be working with brands through an upcoming project that I can't wait to announce. 🚀✨

181

16 Comments

As Social Media Professionals, I feel like we underestimate how big of a role “momentum” plays… All it takes is one post to pop off. Then another. And then another. Once you hit your stride, algorithms will start feeding your content to your ideal audience and you’ll start to see next-level growth.

236

21 Comments

Read the article below for our take on the potential TikTok ban!

9

Ever wondered what your 12-year-old is up to on TikTok? In Episode 11 of the Blue Light Special Podcast, Christine and Trevor dive deep into the "Mall Haul" trend, exploring how Gen Alpha uses social media to influence their shopping habits. They discuss: ✨ The power of influencer marketing on young audiences ✨ The importance of brand authenticity ✨ The rise of omnichannel commerce Listen now and learn how CPG brands can win with Gen Alpha: https://hubs.li/Q02BMQ9Z0 #Retail #Marketing #CPGMarketing

5

If you want to get on a new platform before it takes off big, you need to get Fanbaseapp RIGHT NOW!⏰ I’ve been on it over a month now and I am sold, and I”m going all in. It is by far the biggest opportunity for creators out there especially for anyone who is looking for a better social media experience and one that pays you what you’re worth😤💰 Never have I gotten in on the ground floor of a new social media network before it blew up. So I’m going all in on my chance here and you should too, whether you’re a seasoned content creator or completely new🎥📸 Here’s some basic info, it’s like a super app, it starts with a feed grid that looks like instagram with posts and Flickz (like reels), plus: -Audio Rooms like Clubhouse but better🔈 -Longform Video like YouTube -Livestreaming🎞️ -RTMP Streaming (coming Q3)🕹️ -Subscriptions like OnlyFans/Patreon💵 -Monetization from day one for every user🤑 -No demonetization or shadow bans💸 -No Ads!!🧨 Not to mention they’re in the middle of a crowdfunding right now and you can invest for as little as $399, pre-IPO lesssgooooo!📈 Come and get this First Mover Advantage with me family!🏎️ If you have any questions whatsoever just leave them in the comments below, I look forward to building with you all over there family! Tell a friend to tell a friend!👇🗣️ #fanbase #contentcreator #entrepreneur #socialmedia #creators #art #artist #business #hawaii #hawaiilife #hawaiibusiness #hawaiientrepreneurs #hawaiicreators #flickz #newflickz #live #livestream #explore #explorepage #ai #actualintelligence #artificialintelligence #sales #marketing #wremix Isaac Hayes III Kyle Henschel Noah Washington Directed By DNA

3

It's interesting to see that on the list, I only consistently use three brands named. I think consumers are starting to put more faith in celebrity/influencer created brands due to these originals that are still paving the way. Genuinely cannot wait to see what the future holds for beauty 💋 #makeup #advertising #marketing

2

1 Comment

Bumble's anti-celibacy ad? Definitely embarrassing. But more importantly, it was avoidable. Easily. Okay, let's talk about it. Bumble, in an attempt to jazz up their rebranding and roll out some cool new features, dropped a couple of billboard ads. The campaign was supposed to be playful, but... yikes. One of the ads said, "You know full well a vow of celibacy is not the answer." 🤦‍♀️ Another gem was, "Thou shalt not give up on dating and become a nun." 😬 Now, here's where it got messy. Lots of women weren't feeling it. They felt like their choices were being belittled. TikTok erupted. The backlash was swift and fiery. And, of course, Bumble had to do some damage control and offer an apology. We gotta give some props to Bumble for owning their mistake — and doing it quickly. Plus, offering their billboard space to charities was a nice touch. But really, this whole mess could've been avoided with a little more homework. Seriously, a 5-minute desk research could have saved them from this embarrassment. Of course, the better way would have been to do proper research to understand the nuances of women's attitudes on dating and sex these days. Will this fail impact Bumble in the long-term? Not sure yet. Maybe the women who were offended were never going to be Bumble users anyway. The fact that the company was quick to apologize suggests the reaction they got was not what they were hoping for. The bottom line: You can't launch a provocative and important campaign without knowing your audience inside out. #Insights and #marketing pros, what's your take on this campaign? For a deeper dive into this controversy, I also recommend watching Lynzie Riebling's breakdown on (where else?) TikTok:  https://lnkd.in/g5AruqeM

12

9 Comments

Brand Breakdown: La La Land Kind Cafe 😊 I live in Los Angeles... the pinnacle of trends, brands, and culture. And there are SO many brands here that deserve recognition for how above & beyond they go. This week, I'm walking you through La La Land Kind Cafe, my favorite coffee spot to work from in LA. Here's why they crush: 🙂 Brand Identity The brand is "in the business of kindness." They literally call themselves the 'Kind Cafe' because they envision a world where EVERYONE is kind to each other. Kindness is at the root of everything they do. 🙂 Visual Identity La La Land leans into yellows, creams, and browns to cue happiness. They took the original smiley face and made it THAT much better. 🙂 Merch Strategy I might be bias but... La La Land crushes merch. Every time I bring a new friend in, they go "ugh I need one of these hats." They merch you would actually want to wear. ... it also helps that they keep the merch on a rack next to where you line up to order. Smart. 😂 🙂 Social Strategy La La Land isn't a regular coffee shop on social. Yes, they promote their new drinks. But they also sprinkle in positive affirmations. AND they have a series called "Drive By Kindness" where they shout compliments out of their car to strangers. 🙂 Mission The Kind Cafe puts their money where their mouth is. They hire & mentor foster youth as one of the ways they give back to the community. And their brand strategy is clearly working... La La Land Kind Cafe just opened their 12th location in Plano, TX in March! I expect them to be all over the map pretty soon. --- Follow Ali Kaltman more brand breakdowns, and DM if there are any LA brands you think I should cover! (And yes... I know La La Land started in TX, but it's only in TX and CA, so wanted to share!) #brandbreakdown #LAlocal #brandmarketing

22

3 Comments

As a partner who witnessed Clicks Talent pivot and grow since 2017 from flushing many social media apps with content to classic brand sponsorships on TikTok, I can whole heartedly say the following: A) I’m not worried about us as an agency, I know we will pivot as needed. B) I’m excited to see what will unfold with the ban and how the industry will change (if it will). and C) I trust ABs lead on this matter. Never a dull moment with influencer marketing. Gotta love it 😉 #InfluencerMarketing #TikTokBan #Pivot #TeamClicks

4

Feel like Nike’s marketing approach can show the HUGE brand opportunity on LinkedIn for any company focused on “career advancement”…   Think about it...Nike isn’t buying ads in sports stadiums for the CPM. They’re buying the “mindset” of every person in that environment, and attaching the Nike brand to it. Over time, their brand becomes synonymous with that “mindset”...and the synergy between “Nike and Sports” has too much LONG-TERM value to focus too much on short-term CPM.   I believe that same opportunity is now on LinkedIn for any college, university and workforce development company out there…   LinkedIn has grown to 1 billion members and most use the platform to do exactly that…to forward their career. What if your brand owned that career advancement “mindset”…on the world’s largest platform used for advancing careers?   That’s the kind of value only a LONG-TERM marketer will find early enough to take full advantage. #brandmarketing #linkedinads #socialmediamarketing #marketing #advertising

10