Aligned Growth

Surprise Aligned Growth launched a YouTube channel WOOP This first vid is a good one with 🔋Josh Durham https://lnkd.in/gdre7dGz

Product Seeding vs. Paid Campaigns. Last week my friend Cody Plofker tweeted an interesting observation about Influencer Seeding. You can see the tweet below. Since we manage Hexclad's seeding efforts, we see that product seeding typically generates the cheapest CPM's vs. paid campaigns. So that begs two questions that we answer a lot for clients. 1. When do you start using paid influencer campaigns? 2. Why do you start using paid influencer campaigns if product seeding is generating cheaper attention? Let me start with the latter. Brands are able to create true leverage when their influencer program is humming on all cylinders. They have a massive seeding program that's generating millions of views a month at below a $30 CPM AND they are working with larger "ambassador" level influencers. These two affect each other. One of the things we've seen is smaller influencers want to join influencer programs that have larger creators associated with it. So there's a couple reasons why you should include a paid component to your program: -Stricter deliverables on creative / timelines for a product launch / promotion. -Build out whitelisting capabilities for your paid social team -Send influencers to retail locations to highlight new locations. -Work with larger creators who will move the needle on reach and sales. What am I missing here?^^ Ashton Wall The second question is WHEN should you include a paid component to your influencer program? Short answer is it depends on the size of your business and where you're building demand. Here's a breakdown that we recommend at Aligned Growth $1M-$5M / Year - Keep influencer in house. Train Social Media Manager to manage. $6M -$10M / Year - Start on Product Seeding. Most Efficient Way to generate content for paid social + organic Reach $10M -$40M / Year - Start Investing $15k /mo into influencer channel with CPM being the goal $50M+ Use EMV as the main metric spend $30k+ a month or more on influencer. Invest as you see lift. In short, I typically advice brands to only start investing into PAID influencer campaigns once they are doing at least $10M a year. The reason being META + Search / Shopping can get you to $10M / Year without investing into influencer. Before that point seeding can be a much better option to help generate awareness organically and content that you can use in Paid Social. I hope this was helpful! If your DTC brand needs help with influencer marketing, or you know someone who does, feel free to DM me and we can set up a time to chat. #Influencer #Growth #InfluencerMarketing

I'm looking for a powerhouse influencer marketing expert to join the Aligned Growth team 👊 🤩 This role will have the opportunity to lead influencer strategy for multiple DTC brands, including big brand names and growing companies. This is a remote, full-time position. Looking for 3+ years influencer marketing experience; account management /agency experience is a plus #InfluencerMarketingManager #InfluencerMarketing #InfluencerStrategist