Companies are shifting marketing dollars to influencer marketing because of its unique ability to create buzz and close sales – often for a fraction of the cost of traditional advertising.
Savvy companies are also realizing that influencer-generated-content can be repurposed for their social feeds, blogs, and website, saving them even more money on costly in-house video production.
However, even as influencer marketing budgets grow, consumer tech brands are surprisingly underserved. To date, the focus appears to be on verticals that lend themselves to images like fashion, beauty, food, and travel.
Tech products are different, of course. They’re more complex and, thus, better suited for video. With the launch of Techfluence, getgeeked Media has developed the first influencer marketing service designed specifically consumer tech products.
The response has been overwhelming. YouTubers love working with us because we use a collaborative approach. Our clients just love the results. Videos created for Techfluence campaigns are performing at 2x-3x the averages of the channels’ participating across all KPIs.
Our campaigns are thorough, comprehensive, and, most importantly, designed to allow tech brands of all sizes and budgets to work with great content creators and create viral videos about their products.
Recruiting the “Right” Influencers
With Techfluence, companies no longer have to try to identify the “right” YouTubers in advance. The Campaign Alerts we send out on behalf of our clients reach over 450 tech-centric YouTubers. We’ll help you evaluate the responses from the ones that are interested in working with you based on their channel metrics, channel-product fit, and YouTuber personality to make sure you select the ones that will be most effective.
Managing the Relationship
Working with YouTubers is complicated. If all the moving parts aren’t addressed up front, things can go sideways in a hurry. We communicate with each YouTuber you select for your campaign to address usage rights, disclosure, affiliate marketing, compensation, promotions, giveaways, and more. Then we draft a customized Campaign Brief for each one so everyone is on the same page before commencing your campaign. The Campaign Brief also includes your suggested messaging points, keywords for YouTube’s search engine, and hashtags for social media posts. Virtually every YouTuber we work with has agreed to allow our clients to review their videos before making them public too.
Promoting and Repurposing the Content
The views generated by the YouTubers you select are just the beginning. We track YouTuber’s social media promotion to make it easier for you reshare their posts and we promote the videos created on our getgeeked Media and Techfluence social channels. If any YouTubers are running giveaways to promote their videos, we’ll create a custom landing page and provide them with a link for their video description. This not only makes it easier for us to manage and promote but it also allows us to leverage the giveaway to drive traffic to your website and other social channels. We’ll also help you devise a strategy for repurposing the content for other platforms. Our campaigns can produce several hours of video content. With strategic editing and excerpting, our clients can have great video content for their other social channels that lasts long after the view counts on YouTube have leveled off.
Tracking the Results
Of course, if the positive results of your campaign are being tracked effectively, are they really happening at all? We track all the major, publicly-available KPIs (e.g., views, likes, comments, etc.) in near real-time in a shared spreadsheet that you have access to. The YouTubers we work with also provide key metrics such as Average Video View Duration and Total Time Watched from their analytics providing our clients with an even deeper dive into the results of their campaign. At the end of a period of time agreed to in advance, we submit a report comparing the performance of the videos created for your campaign with the averages of the channels that participated.
Techfluence campaigns are priced on a per-project basis. We do not ask our clients to pay retainers. The baseline formula we use is $0.01 per subscriber for each of the YouTubers participating in a campaign; however, because of our Fee Caps, which are described below, only small campaigns involving fewer than 250,000 total subscribers end up being priced this way.
Our Fee Caps are designed to allow mid-size and smaller brands the opportunity to work with top YouTubers without exhausting their marketing budget.
$2,500 Fee Cap: Campaigns that involve five or fewer YouTubers are capped when the total number of subscribers reaches 250,000.
Example: Your campaign involves three YouTubers with 50,000 subscribers each for a total of 150,000 subscribers when a YouTuber with 500,000 subscribers requests to participate, bringing the total number of subscribers to 650,000. Without our $2,500 Fee Cap, this fee for this campaign would be $6,500.
$5,000 Fee Cap: Campaigns that involve six and ten YouTubers are capped when the total number of subscribers reaches 500,000.
Example: Your campaign involves six YouTubers with 50,000 subscribers each for a total of 300,000 subscribers when a YouTuber with 500,000 subscribers requests to participate, bringing the total number of subscribers to 800,000. Without our $5,000 Fee Cap, this fee for this campaign would be $8,000.
10+ Influencer Campaigns: For each influencer participating in your campaign beginning with the 11th, there is a fee of $150.
Campaign Set Up Fee: If you elect not to execute a campaign after evaluating the responses to your Campaign Alert, there is a $500 Campaign Set Up Fee. The fee is meant to cover the work involved in drafting and sending a Campaign Alert, corresponding with content creators that respond, updating the channel metrics for each YouTuber that responds, and organizing and presenting the responses for you to evaluate.
YouTuber Compensation: The agency fee we charge for the service described above is separate from any fees you agree to pay to compensate individual YouTubers. However, because of our ongoing relationships with the YouTubers we work with, we can often negotiate a more favorable rate than a company can on its own.
Video Editing for Social Media: For an additional fee, we can provide you with a package of short video clips and images from the videos created for your campaign for easy sharing on other social media platforms. Keep in mind, however, that participating YouTubers must agree to allow this at the outset of your campaign.
Paid Social Media Advertising: For an additional fee, we can leverage the video clips and images taken from the videos created for your campaign and create a paid social media advertising campaign that will significantly extend the reach of this content.
Due to the duration of the average campaign, clients are invoiced for 50% of the projected campaign fee once YouTubers have been selected and confirmed for their campaign. The remaining 50% with any necessary adjustments is due once all the videos have been published. Payments are due within 30 days of the invoice date.
For more information, including examples of the forms we ask clients and YouTubers to fill out, the documents we use to track campaigns, and access to our Influencer Database of over 450 YouTubers, please see the links to the right.
Techfluence is not a DIY influencer marketing platform. We have real relationships with the YouTubers that participate in our campaigns and we are in regular contact with them throughout the duration of each campaign we run.