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Hoping you all had a great week, got a lot of sh*t done, and touched some grass.

Every Friday, my marketing team and I start our all-hands meeting by answering 4 questions.

1. How do we think we performed this week on a scale of (1-10)?

2. What do we want to focus on this upcoming week

3. Did we get any new ideas, face new problems, or find new solutions?

4. share any meaningful WIN on a personal or professional level

I use the same 4 questions to hold myself accountable and continue to stack up small wins day in and day out

Give it a shot and let me know if it does the same for you.

Now I’m not Jocko Willink so let me stop trying to be one

let’s get into it.

Today's email we're diving deep into influencer marketing and how to do it right.

All the insights I share come from the work we do daily with our brands.

Every brand is different, but I do my best to make sure everything here applies to you and of course, if you need help you can always reply to this email.

The Rise Of Influencers

Yes influencer marketing was semi-dead but now it’s making a comeback.

2024 is an election year and if you don’t know by now, political ad spending in the US is expected to reach 16 billion in 2024.

Let’s assume 30%-50% of that spend is going toward social (Meta, Google, YouTube, TikTok, etc.).

No matter how you look at it, that’s a lot of NEW money flowing into the ad space this year.

Meaning there will be billions of dollars all of us Ecom brand owners have to compete with

If you’re like me in the middle of scaling a business and wanting to 4-5x your top line this year then you’re trying to figure out the best way to do that while maintaining your profits

I haven’t figured it out but I have a pretty good idea

1. Going Big On “Creators”

Creators aka “influencers” have been dead since 2016 when Instagram suppressed stories and pushed feed posts harder than ever.

Now with TikTok Shop, Shein, and even Temu exploding on the scene, creator affiliates are becoming the next big thing (again).

It’s no secret that I love Tiktok marketing and short-form distribution, but we’re taking it a step further.

Going big on creators.

The first thing is allocating 15-20% of our marketing budget to creators.

I’ll be doing 2 types of seeding

1. Maximizing Tiktok shop affiliate center and sending out as many products as possible to as many people as possible - I want our brand to become unavoidable in the algorithm. If the average person sees 1000 videos a day I want us to be 10 of them.

2. I’ll be looking to sponsor 10+ big influencers with an already existing audience and get them on retainers to distribute content and work with us year-long.

A recommendation from a creator/influencer works just like a personal one would, and online, the effect gets amplified so I think its time we take that leap. 

Especially now that 40% of millennials and Gen Z’s use TikTok as their primary search engine it just makes sense.

2. Seeding Experiences

Sending out free products is cool.

But if I learned anything over the years in this space it’s that the best brands leave great impressions.

There’s no better way to leave a great first impression and force customers to talk about your brand than sending them a big fat sexy gift set.

We’re investing heavily into packaging to enhance our brand and truly make it an experience to try our products.

Doing this will make it almost impossible for people to not take their phone out, take a picture, and show it off to their friends and followers.

That’s the type of impressions we want to create

3. The Tech

I’m personally an old-fashioned guy I like to hire a VA and have them do as much outreach as possible because a lot of these influencer marketing software are overrated.

I did just come across JoinBrands It is not your typical influencer marketing platform

It’s not a place where you match with a creator and pray to get content back

1. You setup a campaign with your requirements (TikTok post, IG post etc)

2. You set your rate (Say $50 per post)

3. Creators order your product, create the content, you approve then you reimburse them product COGs + Content fee.

I just launched my first campaign and so far it’s been pretty good - i’ll keep you guys posted on the results!

But ya I think you get the message.

Influencer marketing, when done right, can be a game-changer for your brand, especially this year.

It all comes down to 2 things:

1. Focusing on quantity not quality (to start)

2. Building great products that are worth sharing

Hope I’ve opened your eyes to do something different today, until next week.

Keep the Moementum!

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Ecom Oracle is a new weekly newsletter authored by Robert Santerre & Justin Miller, incredible Tiktok creators who have gone viral over and over again

If you want to learn what type of content is trending on Tiktok, how to become a Tiktok affiliate, and go viral then you’ll love this newsletter.

In-depth creator case studies, relevant trending sounds, viral content hacks and so much more

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