The recent Olympics showcased the power of influencer marketing in captivating global audiences. From behind-the-scenes glimpses at what athletes were eating to brand spotlights live from the arena, influencers played a pivotal role in driving engagement and shaping conversations.
Key Takeaways + Friendly Reminder:Authenticity Matters: The most effective influencer campaigns are built on genuine connections between creators and their audiences.
Data-Driven Insights: Understanding your target audience is essential for identifying the right influencers and creating compelling content.
Content is King: High-quality, engaging content is key to driving results.
Based on our analysis, we're awarding Gold, Silver, and Bronze Medals to the standout influencers and campaigns.
Cue the national anthem. . .
GOLD đ„: Reddit: The Sleeper Platform of the 2024 OlympicsThe power of Reddit in Influencer Marketing is still relatively misunderstood but the Olympics has helped shine a big spotlight on its efficacy. Despite being overshadowed in news headlines by more mainstream platforms, Reddit continues to be a highly effective tool for engaging very specific audiences.
And, while Xâs future remains unclear and Facebook is still monopolized by your weird aunt and old classmates, more people are turning to Reddit, Inc. to confer on hot topics and share their two cents in a more authentic, anonymous forum.
How do we know? RAD AIâs exclusive API-based Reddit integration identified and analyzed over 800 Olympics-related subreddits, containing 351,000 conversations among 2.6M consumers. We then used our proprietary audience insights to drill deeper into the data and determined that brand posts featuring an athleteâs journey plus relatable lifestyle content is 319X more likely to perform well.
Additional key findings included:Authentic Conversations: Reddit's anonymous nature fostered authentic discussions among fans about judge decisions, athletic performances, and so much more
Niche Communities: The platform's numerous niche communities allowed for targeted engagement at the macro, micro, and nano levels.
Data-Driven Insights: RAD AI's data analysis revealed Reddit's potential for influencer marketing.
RAD AIâs powerful integration with Reddit provides clients with real-time, real-world insights into who their customers are and what motivates them. This enables brands to confirm whether a particular athlete is the right influencer for a given campaign and effectively structure the content for maximum impact.
THE SILVER MEDAL đ„: The Power of AuthenticityNext, we award the silver medal to the fabulous Athletes & Influencers who created some prime examples of authentic, impactful content for a number of savvy brands.
Paralympic champion Jessica Long partnered with brands like SKIMS , Toyota Motor Corporation, and Ralph Lauren. Paralympic champion partnered with a number of different companies. As a trendy, young swimmer who spends all her time in spandex, itâs no surprise to us that the SKIMS post really resonated with her Instagram followersâit's a great fit for both parties.
At the same time, we loved how rugby star Ilona Maher flaunted her signature red lip and love for makeup for L'OrĂ©al but was still able to make playful content about her tomboy side to promote Procter & Gamble's Secret deodorant. Both messages are authentic to Ilonaâs personality while illustrating how multifaceted and relatable she is â well done, Ilona!
THE BRONZE MEDALđ„: Optimized Content for Optimal StoriesFinally, the bronze medal belongs to Better Storytelling overall, across the entire international event. This year, we were witness to brands leveraging super smart, incredibly compelling content strategies to reach their audiences how and where it was most impactful.
A prime example? Letâs look at Daniella Ramirez who created the perfect video demonstration for LâOrealâs Infallible line. As a synchronized swimmer, she was able to put on a full face of makeup and showcase its staying power in the pool. Chefâs kiss, Danielle âTHATâS a perfect alignment of person, product, and post.
On the other hand, Airbnb made the decision to keep their Instagram endorsement from Hunter Woodhall simpleâjust photos of Hunter with an enticing caption teasing an exclusive peek into some of the Paralympianâs insider stories. By leaving a little to the imagination, the campaign encourages the audience to stay tuned and follow along for more.
Finally, Gabby Thomas created a real #IYKYK TikTok for her partnership with Delta Air Lines, leveraging an iconic sound from every Millennialâs favorite showâGossip Girl. If you arenât familiar with the 2007 The CW Network hit the video may be a little confusing, but for the TikTok audience, it is EVERYTHING.
How? Well, the success of the 2024 Games largely demonstrated the power of influencer partnerships and data-driven strategies. As the creator economy continues to grow, we can expect to see even more innovative and effective influencer marketing campaigns in future sporting events.
As Antoinette S. highlights in her recent influencer marketing breakdown in Digiday, the world of influencers is vast and variedâfrom YouTube stars like MrBeast to podcast personalities like Joe Rogan. This diversity means there's no one-size-fits-all approach to influencer marketing.
RAD AI is at the forefront of this trend. Our platform empowers brands to leverage the power of influencers and data to create impactful campaigns that resonate with their target audiences.
Drilling into Data with RAD AINow, let's unpack the key takeaways and how RAD AI empowers you to achieve similar success.
Authenticity Takes the Podium: Forget forced endorsements. The most impactful campaigns resonated because they were built on genuine connections. Paralympic champion Jessica Long partnered with brands like SKIMS and Toyota, a natural fit for her trendy, sporty persona. RAD AI's Audience Insights, fueled by real-time data and first-party intel, help you identify influencers whose values align seamlessly with your target demographic. This ensures your message resonates authentically.
Data-Driven Decisions, Silver Standard: Beyond brand alignment, understanding your audience is crucial. Enter Reddit, the unexpected hero of the Games. We leveraged RAD AI's exclusive API integration to analyze 810 Olympics-related subreddits, revealing a goldmine of insights. Here's the winning formula: featuring an athlete's journey alongside relatable lifestyle content boosts performance by a staggering 319x. Our Influencer Discovery tool combines these rich Reddit insights with TikTok metrics, empowering you with AI-backed recommendations for impactful campaigns.
Content Creates the Perfect Finish: Once you've got the right influencers and audience understanding, it's time to craft content that captivates. Daniella Ramirez's poolside makeup demo for L'Oreal beautifully showcased product performance. Meanwhile, Airbnb's partnership with Hunter Woodhall cleverly piqued audiences' interest with a teaser campaign. RAD AI's Content Optimizer analyzes images and videos for emotion, memorability, and virality, allowing you to refine your strategy for maximum impact.
Closing Ceremonies⊠Lasting Impressions: The Olympic flame may be extinguished but the insights it ignited remain. With RAD AI as your partner, you can unlock the full potential of influencer marketing and create campaigns that leave a lasting impression on the global stage. By leveraging the capabilities of RAD AI, brands can navigate this complexity, selecting influencers who genuinely resonate with their target audiences. Authenticity is key, and by tapping into the right data, brands can ensure their influencer partnerships are as effective as they are genuine.
Hi all, are you looking for a man in finance? Well, Iâm not that guy, but have you heard this viral song on TikTok? Megan Boni (@girl_on_couch), the creator of the song about an âidealâ romantic partner, has garnered significant attention from brands and the online community.
Boniâs original video has over 33 million views, with thousands of TikTokers using her sound for videos. Companies like Fruit of the Loom and Crocs have engaged with her by commenting on her videos and sending her products. Additionally, brands such as DuoLingo, NFL, United Airlines, and more have produced their spin on this trend. In fact, the song's popularity has led to various brands using it in marketing by modifying the lyrics or creating related content.
Given all of this, itâs no surprise that Megan also scored a label deal this week â all from riffing on a 30 second TikTok. Thatâs the power of content today.
So Whatâs The Impact on the Creator Economy?Boni's experience highlights the power of viral content in the creator economy. Her song's success demonstrates how individual creators can capture the attention of major brands and influence marketing strategies. Brands are increasingly placing value on authentic, creator-driven content to reach and engage audiences, particularly on platforms like TikTok. Creators' ability to turn viral moments into full-time careers and secure brand partnerships emphasizes the evolving landscape of the creator economy, where content creators can quickly transition from hobbyists to influential market players.
Additionally, the power of creators has put a unique spotlight on the finance bro culture. @Google Trends noted that search interest for âfinance broâ is currently at an all-time high in the US, and âfinance bro vestâ is the top related search over the past week. This trend suggests that the finance bro will likely dominate the summer, presenting brands with a unique opportunity to capitalize on this new phenomenon.
Boni's signing with Capitol/Polydor/Virgin Germany also underscores the growing intersection of social media and the music industry. Major labels are now actively scouting viral content on platforms like TikTok, leading to rapid signing deals and music releases. This evolution exemplifies how social media is reshaping traditional music industry practices, providing a fast track for creators to reach mainstream success and monetization. Read more about Boniâs rise to fame in AdAge and Billboard.
Here are a few other things that have been capturing my attention this month:
I Didnât Know ThatâŠYouTube has reclaimed the top spot from TikTok as the platform where creators earn the most income, with 28.6% of creators identifying it as their primary income source. TikTok follows at 18.3%, and Facebook is close behind at 16.5%. Despite recent initiatives to attract more users, Snapchat remains the least profitable platform for creators, with only 2.5% of creators earning significant income.
U.S. Tennis Association: The brand has partnered with Fat Joe, adding to the excitement for the forthcoming U.S. Open on Tuesday (May 28), with him lending his voice to their âSpectacular Awaitsâ campaign. Why Fat Joe? His voice truly ignites enthusiasm for the tournament, and his connection to tennis runs deep. Joeâs son, Joey, a tennis enthusiast, has been a source of inspiration for the Bronx MC. Last year, Joe celebrated Joeyâs birthday and shared playful pictures of them with oversized tennis balls. Joey, who is 33 and lives with autism, has been a focal point of the musicianâs efforts to raise awareness about the condition, notably in his 2023 memoir, "The Book of Jose."
Wharton professors Ryan Dew and Raghuram Lyengar conducted a recent study analyzing over 500,000 TikTok videos. Their published research shed light on the effectiveness of mega-influencers compared to micro-influencers in marketing campaigns. Key findings: while mega-influencers boast wider reach, they generate less engagement. Conversely, micro-influencers, particularly those with 7,500 to 10,000 followers, achieve the highest engagement rates. This translates to a better return on investment for brands. To empower data-driven influencer selection, the researchers introduced the concept of "follower elasticity of impressions" (FEI)
We're thrilled to be innovating alongside our brand and agency partners!
RAD Intel is constantly evolving our platform and we're excited to build powerful new features for our clients! In fact, we are actively customizing new feature sets for some of our biggest agency partners today and are excited for tighter alignment, which always means better service.
Whether you're a brand looking to maximize influencer marketing impact or an agency seeking cutting-edge solutions for your clients, we're committed to providing the tools you need to succeed. Get in touch â weâd love to help you solve problems with AI!
Thoughts or ideas? Letâs connect, jeremybarnett@radintel.ai - I get a lot of inbound - so please be specific as to why youâre reaching out (i.e. Newsletter!).
Thanks for reading, and until next time!
-JB
Hi all, over the past month I've been closely observing the surge in discussions about the influencer and creator economy, particularly around LinkedIn. It's no surprise to me that this platform, which I've wholeheartedly embraced, is attracting a significant amount of attention from B2B brand marketers.
Like me, they're keen to explore the potential connections with influencers on LinkedIn. The platform has definitely stepped up its game, making influencer marketing an increasingly viable option for brands. Initially, LinkedIn rolled out its Brand Partnership tag đ€, making it simpler for users to spot content that's sponsored or paid for. Then came the introduction of thought leadership ads, bolstered by recent updates that allow company page admins to support not just employee content with ad spend, but also content from users outside their immediate network.
I must say, đȘ I'm quite bullish on LinkedIn. It's not just a powerful tool for executives to expand their influence, but it's also paving the way for influencer marketing in a manner that's yet to be fully exploited on other platforms like TikTok or Instagram. The main obstacle for LinkedIn, as I see it, is the need for a backend portal â something akin to a LinkedIn Influencers for Business portal.
IMO đ€·âïž, and take it for what it's worth... this would be a game-changer for brand marketers. The importance of finding the right influencer with the right timing has never been clearer. If LinkedIn can launch such a tool, it would certainly mark the beginning of a new era for influencers on the platform.
Beyond LinkedIn, a few other topics have captured my interest this month-
I Didnât Know ThatâŠ40% of 18-29 year olds are now researching products/services on TikTok before making a big purchase according to a new report from IZEA. This highlights how important it is for brands selling physical products to engage in the influencer economy on TikTok. Finding the right content, with the right influencer ultimately meets the consumer right in the middle of his or her search journeyđ„.... and yes, Google has taken notice - more coming on that in the next. :)
PacSun - For years, the brand has leveraged emerging artists to resonate with its youthful audience. This month, PacSun elevated this strategy with the launch of its 2024 Festival Campaign, highlighting three emerging acts to spotlight its newest collection. By crafting original branded music videos featuring these artists, adorned in the latest fashion from the collection, and promoting these across PacSunâs social media channels, the brand has created a blueprint for utilizing music as a dynamic tool to engage younger consumers.
Brands' authentic engagement with the release of BeyoncĂ©'s country album Cowboy Carter were impressive. Major brands like Verizon, which announced the album in a Super Bowl ad, were expected to join the buzz. But the creativity of social media strategists from various brands stood out. For example, Cash App cleverly shared a screenshot of the lyric of its mention in the song "Desert Eagle" with the caption: "Wake up, new BeyoncĂ© is out." Leviâs also seized the moment with a shout-out in the track "Leviiâs Jeans." Their response on BeyoncĂ©âs Instagram post was memorable: âThe queen has spoken đđ changes our name to Leviis.â Leviâs even temporarily rebranded itself as âLeviiâsâ on social media, playfully updating its bio to âFKA Leviâs đ,â showcasing BeyoncĂ©âs influence
We have identified our first two strategic acquisitions, which we refer to as AIBOs (Artificial Intelligence Buyouts), our trademarked growth strategy. You might have seen the news VentureBeat and Entrepreneur, or NYSE. I continue to be bullish about this strategy and the team is full steam ahead on executing. More news coming. :)
Thanks for reading and until next time.
Hi All, Jeremy Barnett, CEO and founder of RAD Intel, here. Many colleagues and industry peers have encouraged me to share the insights and readings that fuel my creativity, strategy, and leadership at RAD Intel, as well as how we navigate the diverse needs of our clients. In response, we're excited to introduce my new newsletter, "Perspectives Of A Marketing CEO." This newsletter aims to share the daily observations and insights shaping my thinking and guidance for our very talented team and clients. Each month, I'll reveal what I've learned, creative highlights that caught my eye, inspiring news, and developments I'm eagerly anticipating.
Here's what's on my radar this month:
I Didnât Know That...Of the 2,000 creators who earn over $100,000 annually, 95% of these high-earning creators have
fewer than 1 million followers
, challenging the notion that a vast follower count is essential for substantial earnings in the creator economy.
Thousands of parents are expressing concerns over AI-generated influencers on TikTok, arguing these virtual personas promote unrealistic beauty standards to kids. Over 12,000 parents have signed a petition urging TikTok to better label content by AI influencers, fearing the impact on children's body image and self-esteem. Despite TikTok's policy requiring labeling of AI-generated content, enforcement is inconsistent, leaving many videos unlabeled and potentially misleading. This situation highlights the broader issue of social media's role in shaping youth perceptions and the call for more stringent regulation of AI-generated content.
CeraVe - they orchestrated an innovative Super Bowl influencer campaign that cleverly stirred online speculation about Michael Cera's involvement with the brand, resulting in 6 billion impressions before the game even started. Instead of releasing traditional teasers, the brand engaged over 450 influencers to create an immersive storytelling experience, leading to a massive buzz. This campaign, developed with WPP and led by Ogilvy PR North America, unfolded over three weeks, showcasing the power of social media and influencer partnerships to amplify brand visibility. CeraVe's strategy diverged from conventional advertising, demonstrating its ability to innovate and engage audiences in a crowded market space.
The growing influence of women over the age of 50 on social media, offering a fresh perspective that resonates with a broad audience, including younger followers. This trend is reshaping how we view consumer interaction, proving that genuine, relatable content knows no age limits. These trailblazing influencers are redefining age with their confidence and zest for life, challenging long-standing stereotypes and advocating for a more inclusive marketing world. Their ascent not only celebrates the richness of their experiences but also calls on brands to acknowledge and cater to the diverse interests and values of this dynamic demographic, fostering a more connected and inclusive social media environment.
RAD Intel's bold new branding! Weâve recently unveiled a fresh new look that captures the pulse of market trends, aligns closely with our customers' core values, and sets the stage for sustained growth. Check out our new vibe at www.radintel.ai, and let me know what you think!
SXSW 2024 - my team will be in Austin this year to connect with clients, partners, and industry luminaries, uncover the latest trends, and delve into the future of digital media, marketing, and
technology.
Interested in meeting? Hit me up at the email below to schedule a conversation.
Thoughts or ideas you want to discuss?
Letâs connect: Jeremybarnett@radintel.ai. Thanks for reading, and until next time!
The Las Vegas market, like society as a whole, is undergoing an unprecedented acceleration of diversification, and the smart travel and resort companies understand that this isnât something to be avoided, but something to be embraced. According to recent census data, in addition to being younger, visitors to Las Vegas were more diverse. About 56% of 2021 visitors were white, down from 2016 to 2019 results, which ranged from 69% to 77%. In 2021, about 19% of visitors were Hispanic, 17% in 2021 were African American and 6% were Asian.
But thereâs an elephant in the room. In order to succeed in this modern and challenging marketplace, a brand must be authentic. No one likes BS in marketing, especially when it comes to something as real as creating narratives for a diverse audience.
RAD Intel was chosen for this delicate assignment because we have a secret weapon â the worldâs first AI built to understand emotion. When it comes to ensuring authenticity in brand campaigns, we know how to crush it every time. We've trained our models to understand the relationship between content authenticity and campaign ROI. This campaign was designed to highlight our clientâs sincere commitment to representing itself as a welcoming resort that has an array of experiences guests can enjoy. Promulgating an inclusive message wasn't just the principled thing to do, it was also good for business. RAD Intel started pre-campaign by using our AI to develop persona data representing audiences that enjoy everything Las Vegas has to offer. With the push of a button, Our AI was able to read hundreds of millions of pages of relevant information for the campaign objective. The case study can be viewed here.
What we did: Examples of RAD INTEL AI-Informed content"Good marketing executives try and figure out how their customers think. The masters succeed in capturing their customersâ hearts."
Greetings, seasoned influencer marketing aficionados! As someone who's well-versed in the art and science of influencer marketing, you know that it's more than just pairing a product with a pretty face. It's about crafting narratives, igniting connections, and orchestrating an experience that resonates deeply with your audience.
But here's the game-changer. What if we told you there's an approach that takes influencer marketing to the next level? A level of unbiased decisions around AI-informed customer personas that include interest, topic and category insights. Brace yourself, because the persona-first approach doesnât just fix your why, but it also fixes your who.
REMOVING BIAS WITH PERSONA-FIRST INSIGHTSMastering the art of identifying the right influencers is trivial at best. There are countless agencies and platforms that promise AI, yet deliver questionable recommendations. Creative decisions are often peppered with bias resulting from historical analytics by the so-called experts. With persona-first insights, you're not just identifying; you're sculpting. Your audience personas become the North Star, illuminating a clear path for your creative team to craft narratives that deeply resonate with your target audience.
Persona-first insights take us beyond surface-level demographics. You're tapping into psychographics, aspirations, challenges, and desires. Armed with this understanding, your creative strategy becomes a symphony of resonant chords, each note hitting the emotional sweet spot of your audience. This is the orchestration of influencer marketing at its finest. Itâs the difference between fake and authentic.
ROA, RETURN ON AUTHENTICTYThe right influencer is a beautiful thing and when done correctly, amplifies a brand's values. Conversly, the wrong influencer can backfire and cause billions in lost revenue. Imagine connecting audience personas to influencer selections at the click of a button. You're not just pairing an influencer; you're pairing a persona. The influencer's voice seamlessly blends with the persona, creating an amplified resonance that transcends the ordinary and forges authentic connections.
Your influencer marketing isn't just about ROI; it's about ROA â Return on Authenticity. With persona first insights, authenticity isn't just a buzzword; it's a palpable reality. Your collaborations become a mirror of your audience's aspirations and realities, fostering genuine engagement and loyalty. This is influencer marketing that transcends transactional and becomes transformational.
In order to chart a new trajectory we must change our thinking. Most will agree that influencer discovery and search tools simply don't work. Marketers spend hours using workflow products and platfroms that deliver questionable results. And selecting influencers that match a creative strategy is guesswork at best. The lack of high value solutions enable agencies and service providers to be exploitive with brand/campaign budgets.
This dysfunction has become industry standard resulting from the challenges around sourcing, activating and performance reporting being incredibly time consuming. These nuanced challenges create a checkbox approach in which "buyers" bounce around from agency to agency. Put more bluntly, the reason why agencies win and lose business is because clients ultimately are just not happy.
THE RAD AI WAYOur persona-first approach isn't just a strategy; it's a trajectory shift. It's about redefining how you create, connect, and communicate with your audience. It's about crafting experiences that leave an indelible mark on hearts and minds. It's about infusing your influencer campaigns with a dimension of depth that can comes from a deep understanding who your customer is, and what their motivations are.
In closing, we wrote a letter to future clients as we continue our mission to end the dysfunction.
Dear Influencer Marketing Virtuoso, As you embark on this persona-first journey, remember that you're not just crafting campaigns; you're crafting connections. The influencer becomes a vessel for your audience's stories, and your creative strategy brings those stories to life. RAD AI is shepherding in a new era of influencer marketing, where personas and creativity entwine to create a masterpiece that resonates, inspires, and transforms. In the grand symphony of influencer marketing, personas aren't just notes; they're the conductor's baton that guides every movement, every crescendo, and every soul-stirring resonance. So, raise that baton high and let your persona-driven masterpiece unfold. The stage is set, the audience awaits, and the impact is bound to be legendary. Learn more about persona-first influencer marketing and book a demo today. It's time for a change.