Talking Influence chatted with David Hoos, B2B Performance Marketing Manager at directory listed agency, The Outloud Group to find out more about what they offer and how you can get involved.
Thank you for taking the time to work with us on this Q&A. First of all, please can you give us an overview of The Outloud Group and what you do. What is your USP?
The Outloud Group is a veteran of the influencer marketing industry. Starting in 2008, Outloud was an early mover in the podcast influencer marketing space and in the years since have expanded to all major channels, evolving into the 60+ full-service influencer marketing agency that we are today. The greatest thing about our history in the influencer space is that we’ve been able to work with an incredible amount of creators in that time. This has allowed us to build a superior network of talented creators that we know are far more likely to drive results for our brand partners.
How do you go about choosing the right influencers?
The biggest key to choosing the right influencers is really understanding your brand partner. What do they know about their customers? What are their demographics? What are their hobbies? The better you understand your audience, the better you can identify some good influencer candidates. From there it’s important to find clarity on your brand goals. Some brands are only interested in immediate conversions while others recognise the long-term benefits of influencers that can improve brand affinity and reach.
In general, we typically recommend a portfolio approach (a mix of influencer sizes) that is tailored to the client’s target audience and goals. We assemble a weighted collection of vetted creators based on a mix of influencer size and reach engagement metrics, and historical performance.
How do we approach the measurement of influencer marketing?
The most important thing to understand about measuring influencer marketing is that it is a full-funnel channel and needs to be measured like it. Even if a creator’s content is great at driving conversions, the same content can also be highly effective at driving greater awareness and consideration among your target audience. As a result, it’s important to measure it in a full-funnel way.
In a third-party research report that we commissioned, we discovered that for every one attributable conversion, at least three more unattributable conversions will occur. When we look at the measurement of campaigns, it’s through this lens that we both recommend investment and evaluation of influencer marketing campaigns. For brands that are interested in calculating what sort of results they might see from influencers, we have built an internal calculator that we’re happy to share with brands who contact us.
What types of brands are a good fit for The Outloud Group?
The Outloud Group is the best fit for growing brands that have broad appeal, that have found product-market fit, those who are looking to improve their customer lifetime value or those who are looking to overcome consumer skepticism.
How does your pricing work?
Working with influencers is like working with thousands of independent media companies. As a result, rates will vary from influencer to influencer and will often depend on secondary terms like usage rights or how scripted or unscripted the integration is. At a basic level, we typically find that brands who can budget around $100K for a test campaign (to book with a portfolio of influencers) often see the best results and get a greater sense of which influencers will be the best fit moving forward.
What rights would brands have to the content?
Rights will vary from brand to brand and influencer to influencer. As we touched on above, rights to the content can be part of the negotiation process with influencers. In general, when a brand requests greater rights to the content, it can increase the price.
Who are some of your current and former clients?
We’re proud to have worked with many noteworthy consumer brands including but not limited to Grubhub, Wix, Fiverr, KiwiCo, SimpliSafe, Keeps, Policygenius, Care/Of, and more.
What channels do you specialise in?
While many brands work with us for our impressive track record in YouTube influencer marketing, we have done work across all the major channels including YouTube, Instagram, TikTok, Twitch, Facebook, and Podcasts.
How can our readers get started?
If you’re interested in seeing whether The Outloud Group might be a good fit for your brand, we recommend reaching out to us so we can learn more about you, your audience, and your goals.