Why The Influencer Game Is No Longer Paid Or Organic — Danil Saliukov | How To Find Creators For Your Goals, Why Focused Briefs Create Better Content, Best Influencer Pricing Models, What Makes UGC Scalable, How Whitelisting Boosts Ad Performance (#386) | Ecommerce Coffee Break – The Ecom Marketing & Sales Podcast | Podwise
Why The Influencer Game Is No Longer Paid Or Organic — Danil Saliukov | How To Find Creators For Your Goals, Why Focused Briefs Create Better Content, Best Influencer Pricing Models, What Makes UGC Scalable, How Whitelisting Boosts Ad Performance (#386)
This episode explores the evolution of influencer marketing, moving beyond the traditional paid and organic models. Against the backdrop of TikTok Shop's impact, the discussion highlights the increasing importance of integrating influencer content into paid advertising strategies. More significantly, the concept of "whitelisting" influencer handles within Facebook Ads Manager is introduced, showcasing how brands can leverage influencer identities to enhance ad performance and reach wider audiences. For instance, a brand can run ads using an influencer's handle, thereby increasing engagement and ad visibility. As the discussion pivoted to finding suitable influencers, the guest emphasized the importance of considering audience quality and campaign objectives, suggesting different approaches for smaller versus larger brands. In contrast to solely focusing on follower counts, the episode advocates for using platforms that provide detailed creator performance metrics and first-party audience data. Ultimately, this episode underscores the need for a multifaceted approach to influencer marketing, combining organic and paid strategies for optimal results, and emphasizes the importance of clear, concise briefing for creators to maximize campaign impact.
