Rate DealMaker’s strengths and weaknesses in finding social media influencers for a project.

1. Rate DealMaker’s strengths and
weaknesses in finding social media
influencers for a project.
Learning objective for Module 3, Lesson 2

2. DealMaker tracks sponsored content globally
• Tubular says that DealMaker
tracks 140k sponsored videos,
30k campaigns, 15k brand
sponsors, and 15k content
partners.
• But, DealMaker now tracks
224k sponsored videos, 70.7k
campaigns, 23.5k brand
sponsors, and 24.9k content
partners in 24 industries, 21
genres, and 151 countries.
Source: Tubular Labs, DealMaker

3. Every brand must have an influencer strategy
Source: Allison Stern, SlideShare, “The State of the Influencer Economy,” July 22, 2017

4. Influencers dominate social video ecosystem
Source: Allison Stern, SlideShare, “The State of the Influencer Economy,” July 22, 2017

5. Is your goal to drive views or engagement?
Media companies drive views Influencers drive engagement
Source: Allison Stern, SlideShare, “The State of the Influencer Economy,” July 22, 2017

6. Tubular’s 5 principles of influencer marketing
• Evergreen not viral content.
• Bethany Mota not Tina Fey.
←Or, the next Bethany Mota not
Bethany Mota.
• Program differently for each
major platform.
• Spend on promotion, not on
production.
• Learn, iterate, and advance.
Source: Allison Stern, SlideShare, “The State of the Influencer Economy,” July 22, 2017

7. Jungle Creations is a digital media company
• Jungle Creations is the world’s
5th most viewed media &
entertainment property.
• Over 43 million people follow
its 14 channels, which include
VT, formerly know as Viral
Thread, and Twisted, which
features fun and shareable
recipe content.
• Together, these channels get 3.7
billion video views a month.
Source: Tubular Labs, Jungle Creations mini case study

8. Jungle Creations creates content for brands
• Jungle Creations creates
content for the biggest brands
in the world, and pushes it out
through their channels.
• Jungle Creations was looking
for a trusted, third-party
solution to highlight the
performance of the sponsored
video campaigns it had
produced on behalf of Oreo.
Source: Tubular Labs, Jungle Creations mini case study

9. Performance of organic Oreo content
• Jungle Creations used Tubular
Video Ratings, an industry
benchmark, to measure the
performance of organic Oreo
content using V30, which
measures the number of views
a video gets in the first 30
days, and total engagements,
which includes likes,
comments, and shares.
Source: Tubular Labs, Jungle Creations mini case study

10. Performance of sponsored Oreo content
• Jungle Creations validated the
performance of its sponsored
Oreo content on Twisted.
• 6 videos achieved an average
V30 of 3.5 million – delivering
11X more reach than the
organic Oreo content.
• Total engagements for the
sponsored content were also
higher than Oreo’s organic
content – 326K versus 94K.
Source: Tubular Labs, Jungle Creations mini case study

11. DealMaker helped Twisted win a big deal
• By showing the famous cookie
company how Twisted reaches
millions of people with its
cleverly curated, inspiring, and
playful content, Jungle
Creations brokered an ongoing
partnership with Oreo.
• Jamie Bolding, the CEO of
Jungle Creations, said, “Tubular
has helped earn us well into the
millions of pounds of revenue.”
Source: Tubular Labs, Jungle Creations mini case study

12. Quiz: Rate DealMaker’s strengths and
weaknesses in finding social media influencers
for a project.