Superfiliate

Awareness. Consideration. Conversion. Where exactly does your creator program fit? 🤔 Sarah Crow recommends this exercise: By mapping programs onto the traditional marketing funnel, you can better understand how creators can impact each stage of the customer journey. 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀: Brand ambassadors provide a high-reward way to introduce your brand to untapped audiences and markets. 𝗖𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗮𝘁𝗶𝗼𝗻/𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻: Affiliate partnerships are driving website visits and acquisition via links and codes, ensuring that clicks are turned into revenue. By framing influencer marketing this way, it's easier to see where creators can bolster your existing strategy. Is your brand considering expansion into a new state or region? Is there a new category or vertical you could target? These are PERFECT opportunities to start introducing influencers into your marketing mix ✨ Want to dive deeper into the role of creator programs? Check out the dedicated chapter in the Influencer Marketing Field Guide: https://lnkd.in/dFWuaWJW

The hidden ROI in creator programs that many influencer marketers miss 👇 Partnerships are no longer just a tool for brand awareness. As Molly Savage from BOBABAM explains, they are a key driver of measurable business growth 📈 But if you’re not approaching influencer marketing with the goal of hitting those core KPIs, you’re building a program on shaky ground. Creators are authentic advocates, leveraging the trust they've built over time to drive attributable sales. Finding and nurturing those influencers who really understand your brand and audience holds the key to maximizing ROI—not chasing follower counts. How else can you build a stable foundation for your program? Define the role that creator programs will play in your overall marketing mix. Zero in on the program type that’s going to further those KPIs. This ensures you stay aligned and contributing to overall business goals ✨ Want to hear more from Molly and our mentors? Check out the Influencer Marketing Field Guide for more proven strategies for building successful creator programs: https://lnkd.in/etJfzq8f

Our Influencer Marketing Field Guide spans an EPIC 24 video-first chapters 🤯 Lily Comba gives us the full rundown of what you can dive into: We’ve grouped the Field Guide into the 5 core areas that influencer marketers need to master to transform their influencer program into a scalable growth channel. From contract 101 to the metrics that matter, you’ll find it all right here! 🔍 𝗦𝗼𝘂𝗿𝗰𝗶𝗻𝗴 + 𝗩𝗲𝘁𝘁𝗶𝗻𝗴 Learn the best practices for how to spot high-performing, brand-aligned creators across Instagram, YouTube & TikTok. We share the key metrics to look out for and how to properly vet influencers to find the perfect partners. 📅 𝗪𝗵𝗮𝘁 𝘁𝗼 𝗕𝗼𝗼𝗸 + 𝗛𝗼𝘄 𝗧𝗼 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗲 𝘁𝗵𝗲 𝗕𝗲𝘀𝘁 𝗗𝗲𝗮𝗹  Master the art of booking the right content placements with the right creators, and how to negotiate the best deal for those deliverables. 💵 𝗣𝗮𝗶𝗱 𝗠𝗲𝗱𝗶𝗮  Whitelisting and paid ads can prolong the life and impact of your influencer content—if you use them wisely. Find out how you can best maximize your influencer spend. 🤝 𝗖𝗼𝗻𝘁𝗿𝗮𝗰𝘁𝗶𝗻𝗴 + 𝗖𝗿𝗲𝗮𝘁𝗼𝗿 𝗦𝘂𝗽𝗽𝗼𝗿𝘁 Contracting, creative briefing, and approvals can either strengthen or undermine creator relationships. Set your influencers up for success with these insider tips. 📈 𝗠𝗲𝗮𝘀𝘂𝗿𝗶𝗻𝗴 + 𝗦𝗰𝗮𝗹𝗶𝗻𝗴 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 Learn which metrics actually matter for your program. Find out how to test and iterate to get that proven framework that you can scale. Ready to level up your influencer program? Check out the full Influencer Marketing Field Guide: https://lnkd.in/etJfzq8f

Influencer Marketers should be getting WAYYYY more credit for their impact on ads/paid media. So many influencer marketers are brokering deals, ensuring their brands have Whitelisting and Partner Ad privileges from creators. Very often these ads end up in the top ten performing ads in the brand's Meta account. The executive team should be recognizing this and very importantly, not just judging their influencer/affiliate team on last-click revenue. In a lot of ways, the influencer team acted exactly how you'd want any paid media agency who handles creative to: 1. They recruited the right creators 2. Helped develop the narrative/content 3. Ultimately delivering a top-performing ad As many of you have seen, these top ads get a HUGE portion of total spend. Seeing the influencer team and the paid team as separate is a mistake in my opinion. It's also worth noting how effective Meta's Partner Ads and Whitelisting ad formats have been in all of this. Meta has found a way to align their core business model (ads revenue) with the creator-brand relationship. I think we'll continue to see a ton of innovation from Meta on this side in the next year or two!

“It’s everything you need to know about strong influencer programming—and it's brought to life through these mentors.” Lily Comba The Influencer Marketing Field Guide has a simple thesis: Be the north star resource that influencer marketers didn’t have when they started out. What should you include in a creative brief? How do you source TikTok creators? What should your KPIs be? 🤯 The Field Guide is written BY influencer marketers, FOR influencer marketers. You get to learn from their mistakes, their wins, and all their years of experimenting. 𝟮𝟬𝟬+ 𝘃𝗶𝗱𝗲𝗼𝘀. 𝟮𝟰 𝗰𝗵𝗮𝗽𝘁𝗲𝗿𝘀. 𝟮𝟱+ 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗲𝘅𝗽𝗲𝗿𝘁𝘀. Let’s dive in: https://lnkd.in/dQQrtXeG

Relationships are everything in the creator economy 🤝 So, how can brands and talent managers work together better to deliver campaign goals? Whether you're still ramping up for Q4 or looking ahead to 2025, our latest installment of Brands in Bloom has all on the intel you need on building more intentional partnerships on the agency and talent side: ✨ 𝗧𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆 𝗶𝘀 𝗸𝗲𝘆. Share your campaign KPIs, budgets, and objectives up front so talent managers can align the right creators and strategies. 📝 𝗥𝗲𝘁𝗵𝗶𝗻𝗸 𝗲𝘅𝗰𝗹𝘂𝘀𝗶𝘃𝗶𝘁𝘆 𝗮𝗻𝗱 𝘂𝘀𝗮𝗴𝗲 𝗿𝗶𝗴𝗵𝘁𝘀. Broad category lockouts or whitelisting in perpetuity can backfire (Erica Eckman offers a great cautionary tale here! 👀) Find those win-win terms that give your brand what it needs without restricting creators. 🎬 𝗘𝗻𝗰𝗼𝘂𝗿𝗮𝗴𝗲 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗳𝗿𝗲𝗲𝗱𝗼𝗺. The power of creators lies in their authenticity and deep audience relationships, so heavy-handed scripts and approvals can dampen performance. Provide strategic guidance, and let them do their thing! ⏰ 𝗚𝗲𝘁 𝗮𝗵𝗲𝗮𝗱 𝗼𝗳 𝘁𝗵𝗲 𝗤𝟰 𝗰𝗿𝘂𝗻𝗰𝗵. Book your holiday campaigns early, be flexible on terms, and expect rates to rise with demand! 📈 𝗣𝗹𝗮𝘆 𝘁𝗵𝗲 𝗹𝗼𝗻𝗴 𝗴𝗮𝗺𝗲. Look holistically at creator performance across the entirety of a partnership. Hybrid compensation offers a great way to align incentives and entice creators to go the extra mile. Check out the full discussion with Erica Eckman, Liana Mitteldorf, Denise Hernandez Comley, and Superbloom's very own Lily Comba: https://lnkd.in/g3sRc_7i

That one resource you wished for when you started influencer marketing? We have it right here👇 𝐖𝐞𝐥𝐜𝐨𝐦𝐞 𝐭𝐨 𝐭𝐡𝐞 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐅𝐢𝐞𝐥𝐝 𝐆𝐮𝐢𝐝𝐞! Superbloom and Superfiliate have brought together 25+ industry experts across brands and agencies including ŌURA, Tonal, Nécessaire, Inc., MUD\WTR, MaryRuth's, Blueprint, CLEARSTEM, Graza, ZeroTo1 🚀 , and 456 Growth Media. The mission? Create the ultimate north star resource on how to build a successful influencer program 🌟 𝐖𝐡𝐚𝐭 𝐭𝐡𝐞 𝐅𝐢𝐞𝐥𝐝 𝐆𝐮𝐢𝐝𝐞 𝐢𝐧𝐜𝐥𝐮𝐝𝐞𝐬: - 𝟐𝟎𝟎+ 𝐯𝐢𝐝𝐞𝐨𝐬  - 𝟐𝟒 𝐜𝐡𝐚𝐩𝐭𝐞𝐫𝐬 - 𝟏𝟎𝟎% 𝐟𝐫𝐞𝐞 𝐚𝐜𝐜𝐞𝐬𝐬 Whether you’re fresh to the industry or a veteran, there’s something for everyone to learn from our epic line-up of Field Guide Mentors: ✅ Tactics for sourcing and vetting creators ✅ The art of negotiating with influencers ✅ Contracting and creative briefing ✅ Whitelisting best practices ✅ And much more! As an industry, influencer marketing is often reluctant to give up its secrets. We’re changing that 😎 Ready to dive in? Check out the Influencer Marketing Field Guide here: https://lnkd.in/dQQrtXeG

Now, that’s an epic line-up! ✨ What do all these brands have in common? 𝐘𝐨𝐮’𝐥𝐥 𝐟𝐢𝐧𝐝 𝐨𝐮𝐭 𝐨𝐧 𝐎𝐜𝐭𝐨𝐛𝐞𝐫 𝟏𝟔𝐭𝐡!

The influencer industry is built on word of mouth BUT soooo much knowledge in the ecosystem has been gate kept What creators are working for who?? What tactics are the best influencer marketers using?? etc etc There's NO courses, certificates, video assets, degrees etc to bring more education into the ecosystem I understand the feeling... everything feels proprietary... if you share your wisdom or the strategy that's worked for your brand, someone's going to work with the same influencer or copy what you've done... In reality, and ironically, the most talented influencer marketers are already reverse engineering any successful partnership... There is A LOT collaboration in the industry but there's an enormous opportunity for more transparency and mentorship... We have some HUUUGE news coming that should help solve this problem in the ecosystem.... (coming on October 16th) stay tuned!! As our southern darling Andy Cloyd always says... "there's enough water for everyone to get wet" cc Lily Comba

It’s that time again 👏 Here's a shoutout to the latest round of brands joining Superfiliate! We're delighted to welcome ZBiotics IM8 Health Scandinavian Biolabs Ancient Crunch Inc. Honeylove Nolan Interior Elevated Mixers, INC. Apothékary™ It's amazing to work with you all!