Tiffany Matloob

UGC creators should be on red alert. UGC is turning AI-GC. We've been sharing our thoughts on AI disruption on Influencer Marketing, and predicted UGC was the most vulnerable category of the creator economy, the most susceptible to transformation. Now Techcrunch reports that TikTok will allow brands to create UGCs (more like AI GCs) with genAI. What does this mean for creators? What does this mean for brands and agencies? Will YouTube and IG follow? https://lnkd.in/dU-iPaBK

3

LET'S NORMALIZE TRANSPARENCY ON CONTENT MONETIZATION I manage the Snapchat of a handful of creators - the below data reflects a SINGLE 3 minute Snapchat episode comprised of 3 shortform Tiktoks. This is a major reason why I think Snapchat still represents such a golden opportunity for agencies and creators to monetize shortform content- the fact that a single video (only 180 seconds!) can be making a client AND agency an average of $500 a month each even after 9 months is astounding to me. Over $4,000 profit to both client and agency with only 1.3M impressions. (and the creator didn't have to lift a finger- I am just repurposing content they've already made) Now imagine how big these numbers get month after month for a channel that's uploading 15-20 episodes a month. It doesn't take a genius to run a successful Snapchat channel - I knew nothing about this platform when I got involved about a year ago. What's stopping you?

20

3 Comments

Launching Bubba News has been a lot different than IJReview or Axios. When I was helping them get started, it felt like there was so much focus on growth or the business. With Bubba News, we’ve been exclusively focused on the editorial product and have yet to do any marketing whatsoever. Subsequently, we’ve seen really steady, purely organic growth from referrals. We’re still relatively small, but by focusing on our editorial quality, we’ve managed to attract and retain a list made up of Fortune 100 executives, the editors of major publications, agency founders, a slew of political and media consultants and operatives, and maybe most important to me personally, plenty of friends from back home or that I’ve made along the way. We’re about to get started with a real marketing push, so we will have to see how that goes, but this chart (last quarter growth) has given me lots of hope that we’re on to something. https://www.bubba.news/

94

9 Comments

In honor of Turpentine's 1-year anniversary, we're releasing the Turpentine master plan. https://lnkd.in/g9CMNnhm Here are the main takeaways: 1️��� B2B Media companies are underrated: Not only will these outlets be valuable businesses in and of themselves -- Industry Dive sold for $500M to Informa which is worth ~$10B -- they'll serve as strong platforms for launching other products. Just like we've seen with Ryan Reynolds, Mr. Beast, and Kylie Jenner, B2B creators will also build massive businesses on top of their content empires. 2️⃣ By building a media company first, we get to: - Make cash flow from building our distribution channels (negative CAC) - Understand our target customer deeply - Have a top of-funnel of customers ready to give our non-media product a chance 3️⃣ Our wedge is podcasting: Podcasts are the only content medium that can be repurposed to every other content medium (newsletter, video, etc). They're also a great wedge into paid communities and conferences. They're a great way to build (and prove) a network, audience, and knowledge base. Podcasts are vastly underrated as a medium 4️⃣ Step 1 has been to launch and grow shows across sectors and enterprise buyer profiles: - Enterprise buyer shows — CFO, HR, Marketing, and CTO - Sectors/Markets shows — Healthcare, AI, Nuclear, Bio, Deep tech - Companies, Products — “Company Deep Dives” “Customer References” We've launched 25 shows and counting. We're growing. 5️⃣ While continuing to grow our podcasts, we're also getting into other formats that will help unlock unique insights around markets, companies, products, and people that help inform investment decisions and purchasing decisions: newsletters, lists, and vertical communities. Sign up to our founder community here, differentiated by tier: https://lnkd.in/g8UbHtyi 6️⃣ Once we have a critical mass of content, we will begin paywalling the content that is most helpful in guiding investment and purchasing decisions: Tegus for example has built a library of transcripts that people pay a lot of money for. We are also building a library of valuable content. It's actually not the most popular content, so it won't affect our ad-supported media business, but it is worth the most amount of money to the right investors/buyers, so we'll price discriminate accordingly. As for our future investing practice, since we’re also building a diligence-as-a-service arm (i.e. media that diligences companies/products/markets), we will also have some insight into which companies to invest in, as well as an edge in winning deals because we’ll have a great network of enterprise buyers through our podcasts. We're always looking for new shows/hosts across sectors and positions. We're also hiring for a GM of Newsletters and a GM of Events. We're also looking for sponsors/partners who want to work with us to reach founders, investors, and buyers Reach out at erik@turpentine.co

117

9 Comments

I've struggled to write much since returning from ASOTU CON. "Its just different" I heard too many times to count. Almost too different to put your finger on. We do a lot of the same (or similar) things other conferences do: ✅ Main Stage sessions ✅ Podcast Stages ✅ Breakout panels and keynotes ✅ Lounges ✅ Welcome reception ✅ Happy hours But people keep saying it is different. We even have many of the people that go to so many other conferences. So what is actually DIFFERENT!? Well, I think I have an idea... See, the sessions, speakers, parties, and content all matter. But they only matter as deep as they do to so many that participate if one thing is true. The WHY. (yes, I am a Simon Sinek fan) For years, ASOTU | More Than Cars and Paul J Daly have been about more than just a piece of content, news, or insight. And the reason is not just because we like wearing flat brims. It is that we REALLY, TRULY believe that people matter. That this industry is full of people that impact, serve, and love our communities. That this industry means more than just the next sale or service. That this industry builds career paths worth fighting for. That this industry is particularly engineered to care deeply for the consumer. That this industry is about so much More Than Cars! And those people that believe it too just so happen to find their way to ASOTU CON. And that changes EVERYTHING! #asotu #morethancars #automotive #automotiveindustry #dealership #peoplematter

142

36 Comments

Stacker has signed distribution partnerships with over 150 media groups. 7 years in, here’s a few things we’ve learned about syndicating to publishers: 1. A shift from “free content” to impact It used to be enough to offer a firehose of free content - now it won’t get you a meeting. There is too much free content out there, and a deeper investment in analytics has helped editors understand what content is helping drive their business KPIs. (When ending their relationship with AP last month, Gannett CEO Mike Reed said that AP’s articles were the “least performing content” on Gannett’s sites, a factor in their decision to end the relationship.) *I regularly post on exactly what content publishers are gravitating to - give a follow 🙂* 2. Local news is less fragmented than it looks A handful of groups own a surprising number of news outlets. Even independent outlets are connected (and can be reached) through trade orgs like Local Media Consortium, LION: Local Independent Online News Publishers or Institute for Nonprofit News This mix of consolidation and alliances makes partnering with large swaths of publishers at least more fathomable than initially meets the eye. 3. Niche is Big A wave of amazing publications have been launched over the past five years that are hyper focused on specific audiences, creating an opportunity to reach niche segments like BIPOC audiences, those interested in climate change, those in specific neighborhoods of a major city, etc. Many of these upstarts have hyper-engaged audiences, and are getting a LOT less pitches for partnerships. Call it a syndication arbitrage opportunity :) 4. Finance content is oversaturated - and there’s a shortage of high-quality lifestyle and culture content So many orgs are producing finance content and making it available to publishers. If you’re looking for distribution, find areas you can expand beyond finance. (Or if you’re going to focus on finance, you need to rise above the rest). Most often requested topics: travel, health & fitness, cannabis, parenting, etc. 5. News outlets are more innovative than they get credit for Local news and legacy media gets a bad rap, and I am continuously amazed by the willingness to test + innovate by our partners, while sticking to their principles. Approach with an open mind, show value, and figure out how you're different.

47

2 Comments

My laptop and I displaced two large NYC agencies to win/keep two major North America clients - billed for over $1M since. Here's how ⬇ 1) Micro-overhead. One of the old agencies boasted 175 employees with offices in NY, TX and CA. I'm one guy with a laptop in an apartment. Way less bloat. Simple as that. The client gets way better bang-for-buck AND we actually pocket more per hour from these clients than any of the people working in those leading agencies did. 2) Extreme responsiveness. I'm there for the client at any time and they know it. Whatever they need. Not everyone is game to "enable clients" like this - but that's my jam. No ego. Everyone has my cell. Dwight Schrute style. 3) Long term vision. I don't get bogged down with deal terms, rates, and most importantly... squeezes. The budgets change but I'm still here. I understand that the market is fluid, budgets are fluid, spend is fluid, expectations are fluid, approval process is fluid. And the payment timeline can be clunky. I've set up to accommodate. And I don't take things personally (or try not to at least). As long as the overall relationship is fruitful, everything else is details. 4) Nothing formal. No contracts, no retainer, no deposits, no late penalties. It's case-by-case and on good faith. So far so good after 3+ years and 125+ projects. 5) Flexibility. I'm not pinned down to one process or even service. If the client needs me to "figure it out", I'll figure it out. If they need me to "do exactly what they want", happy to do that too. I can lead and I can shut up. 6) True passion. I am personally accountable for my work and relationships. I'm excited by projects, even menial ones, in a way that a salaried employee never could be. There's an intensity and pressure to perform. This is my name, my face, my reputation, my life. Nobody takes care of me. I've got no choice but to win repeatedly or my lifestyle will disappear. Times have changed. I believe the future of comms & marketing is for orgs to develop strategic know-how inhouse and then work with nimble third parties as the needs arise. The big guys don't have a leg to stand on. Now is opportune for independent video producers who've got the right offer and attitude to gain some ground. 🔔 I post about my journey as a creative video partner to leading orgs - and share ideas how to deal with clients directly as a creative.

140

83 Comments

Remember the creator economy craze? Get ready for the producer economy – A single "rockstar" or "unicorn" (as we like to call them) driving projecs forward, powered by AI and the independent network. Leveraging platforms like Jauntboards. Article predictions: 1. Producers will eliminate the need for project management tools like Asana and Monday.com. 2. Producers will drive project scoping, planning, and execution. At any given point, they'll decide: am I going to do this myself, collaborate with AI, or tap a resource? 3. Producers will come from all kinds of backgrounds, not just the ones you think. Read the article to learn more 👇 And if you feel like this describes you, I want to hear about it ✨

24

6 Comments

One of my favorite parts of working with creators is the chance I have to sit across varying stages of their journey. Last week I had three calls with creator teams: - One launched their premium subscription last fall and is working on optimization. - Another is considering a migration off of their existing subscription platform to Supercast. - And the other is preparing to take their show independent and launch a subscription offering with it. Three different scenarios and yet some of the challenges these teams are facing were consistent. Here's the top three I heard: 1. Premium content strategy - i.e. what's the content, what's the workflow for production, and who on our team is going to own consistently getting it out the door? 2. Consistent promotional strategies that drive subscriber growth - i.e. should campaigns be seasonal or always-on? When are trials most effective? What's a healthy growth rate? 3. Team management / coordination - whether I was talking with the creators directly or their team, each was going through challenges related to coordinating with team members and understanding what the ideal mix of roles looks like for their team. I love getting to dig into these challenges! Hope y'all are having a great weekend - Monday's just around the corner 😎 ✌

4

🌈 Happy Pride Month! 🌈 As we kick off Pride Month, I'm proud to celebrate and acknowledge the impact that LGBTQ+ creators have on our industry. Diversity in creative voices is not just about representation; it's about enriching the fabric of our stories, campaigns, and projects with unique perspectives that drive authenticity and innovation. Why Diverse Creators Matter: 1. Authentic Storytelling: Diverse creators bring their unique experiences, backgrounds, and perspectives to the table, ensuring that the stories we tell are genuine and resonate deeply with varied audiences. 2. Cultural Insights: Working with creators from different communities allows us to tap into a wealth of cultural insights, making our content more relatable and impactful. 3. Innovation and Creativity: Diversity fuels creativity. By collaborating with creators who bring different viewpoints, we can push the boundaries of traditional thinking and create groundbreaking work. 4. Building Inclusive Communities: Diverse voices help in building content that speaks to everyone, fostering inclusivity and unity. This is especially important in a world where audiences crave authentic connections and representation. 5. Driving Social Change: Highlighting and supporting LGBTQ+ creators not only celebrates their talent but also drives social change by challenging stereotypes and promoting acceptance. At MYTHOSMKRS, we are committed to working with a diverse range of creators to ensure our projects reflect the rich tapestry of human experience. This Pride Month, let's celebrate the vibrant contributions of LGBTQ+ creators and recommit to amplifying their voices throughout the year. Driving culture forward is at the heart of what we do at MYTHOSMKRS. By partnering with diverse creators, we are not just telling stories; we are shaping the cultural narrative of tomorrow. Join us in celebrating diversity, equity, and inclusion. Together, we can build a more inclusive and vibrant creative community. 🏳️‍🌈 #PrideMonth #DiversityMatters #InclusiveCreativity #MYTHOSMKRS #creatoreconomy #LGBTQCreators #DrivingCultureForward

17

1 Comment

Humans of Martech is doing something really different ... humanizing martech. I continue to believe that AI will usher in even more hunger in the human race to actually connect with one another. In the episode, I talk about how I think brands should leverage that in their messaging and more: https://lnkd.in/gqUGgZ-q

23

1 Comment

Let's talk about effective TikTok Shop commission optimization. 📈 Here is a small snapshot of 2x 456 Growth Talent-managed creators with the support of 25th Hour Social (our affiliate-focused entity) and their activity this month on TTS. 1️⃣Focus on under-promoted products from brands that can deliver on their promise of amazing products, shipping, and customer service. The wrong TTS brand partners can create massive negative repercussions. ❌📦 2️⃣ Identify brands committed to amplifying content and fueling the discovery algorithm. Great content will land in the For You Feed organically, and a strong paid media focus will accelerate impressions, driving commissions. 🚀📲 3️⃣ The right brand partners and TikTok Shop videos will be commission drivers for several months at a time (Passive, residual revenue is a life-changer). Once you build the pyramid and don’t have to worry about the infrastructure, you can rely on increasing its height. 💰🏗️ 4️⃣ Validate yourself as a recurring GMV driver and use that data-first approach to leverage higher off-campaign commission rates with brands that see your historical value. This will increase your average monthly commission takeaway and break you out from the normal 10%-20% range with 30%+ outliers. 📊📈 5️⃣ GMV, commission, and items sold don’t have to align. TTS is definitely one of the strongest customer acquisition tools at the moment with fairly low CPA’s. Leverage variable price point products, shops that sell packages, and even variable product categories to create universal reach and accelerate GMV and commission optimization. 🛍️🔍 This week, we had a TTS-first brand engaging in influencer marketing only via TikTok Shop email us directly about what else the creator can leverage on social platforms and partnership-wise to optimize customer acquisition and revenue growth from an omni-channel presence. 🌐 This will be interesting to see how TikTok Shop-first brands transition into omni-channel influencer marketing-focused entities and how TikTok Shop-first affiliate creators grow their omni-platform audiences and amplify their affiliate and flat-fee partnership opportunities simultaneously. 📧🤝 Thoughts? 💬 #TikTokShop #AffiliateMarketing #GMV #CreatorEconomy #InfluencerMarketing

22

💡 Set Up Social Profiles Mini-Sprint details: DELIVERABLES: ​[8] Social Media accounts branded and optimized — profile pics added, bios filled out, headers designed in Canva, links updated 🔺 ​Instagram 🔺 ​Facebook 🔺 ​X [Twitter] 🔺 ​LinkedIn 🔺 ​TikTok 🔺 ​Pinterest 🔺 ​YouTube 🔺 ​Threads ​[1] LinkTree ​[1] Updated Manager Manual [if you have one] ​CLIENT HOMEWORK: ​🔗 Curate website/press/promo link ideas to share on LinkTree ❣️ ​Chose ONE favorite headshot photo or logo file to use across all platforms DOES NOT INCLUDE: 🚫 Ongoing research or strategy support outside of the session 👁️‍🗨️ Learn more + register here: https://lnkd.in/e3PeMRvm 🤓

4

2 Comments

Major Announcement!! I’m beyond thrilled to announce that I’ll be speaking at the **Global Virtual AI Symposium** this June! 🎉🤯 As someone deeply passionate about podcasting and AI, I couldn’t be more excited to join a stellar lineup of speakers and thought leaders in the field of AI. This is a **game-changing opportunity** for us to dive into the world of AI and see how it’s revolutionizing industries, including our beloved podcasting space. **Why should you, my fellow podcasters, be excited? Here’s the scoop:** 🎙️ **AI in Podcasting:** Discover how AI is transforming podcast production, distribution, and audience engagement. Whether you’re looking to streamline your editing process or understand your listeners better, AI has something to offer. 🌐 **Expert Panels:** I’ll be moderating the **Social Selling and AI Mastery Panel**, featuring an all-star cast of AI and social selling experts: **Coel Linnell, Trevor W Fowler, Jonathan Mast, Caujuan Mayo, Brandon Collins, Dy Tank, Joe Graham**, and of course, yours truly. We’ll be sharing actionable insights and real-world applications of AI that you can leverage right away. 💡 **Networking:** Connect with innovators, entrepreneurs, and thought leaders from around the globe. It’s a fantastic opportunity to share ideas, challenge concepts, and build meaningful connections. 📈 **Future Trends:** Get ahead of the curve with forecasts and analyses from top AI experts. Learn how AI will shape the future of podcasting and prepare yourself for the upcoming trends. With **over 1.5 million participants expected**, this symposium is set to be an incredible learning and networking experience. Whether you’re a seasoned podcaster or just starting out, understanding AI is crucial to staying ahead in this rapidly evolving landscape. **Curious to join us?** Comment **"YES, me!"** below, and I’ll personally send you the link to register. Don’t miss out on this chance to elevate your podcasting game with the power of AI! Let’s explore the future of AI together and see how it can help us create even more compelling content for our listeners. 🚀 #AISymposium #Podcasting #AI #SocialSelling #Networking #FutureTrends #PhilBetter --- **Phil Better**   The Podcast Mogul | AI Enthusiast | Speaker | Connector

7

2 Comments

The creator economy is full of payment horror stories. Today's conversation highlights the irrelevance of contracted terms and how many brands are playing with monopoly money. Does this sound familiar to anyone? 💡 #CreatorEconomy #InfluencerMarketing #PaymentIssues

19

9 Comments

What a week 🔥 1. Finalized bringing two awesome brands into the agency to lead their customer acquisition across creative strategy + paid media. 2. Finished all prep for S3 Bitesized launch (next week and some killer guests) and finalized one additional partnership. 4. Recorded two new episodes of the pod with Conor Begley and Noah Tucker ☃️ ☃️ - awesome people, super smart and great episodes! 5. The first drop of my clothing brand went live today! link in the comments if you want to check it out. 6. Hit my 2 workouts a day consistently (summer shredding) and gallon of water per day. Plenty of things I missed on too (not always a highlight reel) but the team effort that goes and has gone into the above has been immense. What are you most happy about achieving this week? Share your wins! 👇

35

14 Comments

🔮 Prediction: The recent introspection into the terms and conditions of Spotify unveils an anticipated transparency that puts the safeguarding of user data at the forefront of business operations. It sets the stage for consumer trust to continue to grow and solidify in the coming years. 🔍 Commentary: - Exploration of Spotify's terms and conditions reveals a commitment to data privacy and security. - Emphasizing the importance of protecting user information is a positive step towards fostering trust and loyalty. - Transparent practices like these are crucial for modern businesses to thrive in an era where data security is paramount. 🌟 Key Takeaways: 1. In a saturated digital landscape, trust is the currency that customers value the most. 2. Prioritizing transparency and data protection can be a strategic advantage for companies looking to differentiate themselves in the market. 3. The spotlight on ethical data practices not only benefits customers but also bolsters brand reputation and credibility over time. Join the conversation on the evolving landscape of data privacy and its impact on consumer trust! 🚀 #DataPrivacy #ConsumerTrust #Spotify2024 --- Command Your Brand

3

Streamers and networks have pledged to invest in more content from marginalized filmmakers after seeing the McKinsey study on how Hollywood forfeits up to $30 billion annually due to racial inequity. However, when presented with titles from underrepresented filmmakers, they often respond that they only want titles with highly recognizable casts. They justify this practice by pointing to data they won't share, but what they don't tell you is that they don't invest in marketing campaigns promoting titles with new faces. How can these films succeed or meet expectations if they don't receive the same treatment or strategy? How do you become a recognizable face if you don't get the opportunity? Essentially, you're asking these marginalized filmmakers to secure stars like Kevin Hart, Michael B. Jordan, Zoe Saldana, Sofia Vergara, Priyanka Chopra, and Constance Wu. Make it make cents!

22

3 Comments