Gretta van Riel

Forbes 30 u 30 | x5 founder | Influencer Marketing | eComm

[Gretta van Riel @grettavanriel]

People buy emotionally and justify it rationally. Sell feelings, not things.

[Gretta van Riel @grettavanriel]

Want more views? ➡️ Stronger hooks
Want more likes? ➡️ A bigger idea
Want more watch time? ➡️ Micro hooks
Want more shares? ➡️ Make it relatable
Want more saves? ➡️ Make it applicable
Want more comments? ➡️ More emotion
Want more sales? ➡�� Solve better problems

[Gretta van Riel @grettavanriel]

This is James Dyson. He created 5,126 failed prototypes before inventing the Dyson vacuum cleaner. Last year Dyson made over $9 billion.

[Gretta van Riel @grettavanriel]

Consumers are tuning out faceless brands in 2024.

Here are 4 faces to incorporate into your content strategy:

1. UGC (user-generated content)

2. EGC/FGC (employee / founder -generated content)

3. IGC (influencer-generated content)

4. XGC (expert-generated content)

[Gretta van Riel @grettavanriel]

@adoseofjohn I mean what I say and I say what I mean.

[Gretta van Riel @grettavanriel]

Marketing 101: The 4 P’s (product, price, promotion, placement) are out. The 4 E’s (engagement, experience, exclusivity, emotion) are in.

[Gretta van Riel @grettavanriel]

4. SGC (specialist generated content) using category experts to speak on your brand’s behalf. This is the highest form of trust and authority. Think doctors, vets, nutritionists, sleep experts (get niche specific).

[Gretta van Riel @grettavanriel]

UGC isn’t enough anymore. Here’s a better content mix:

[Gretta van Riel @grettavanriel]

3. IGC (influencer generated content) influencers are skilled content creators who are used to selling to their audience. While UGC will require a lot more briefing, scripting and editing - influencers are an end-to-end content solution.

[Gretta van Riel @grettavanriel]

If content is king, context is queen and engagement is the kingdom.

[Gretta van Riel @grettavanriel]

Don’t ignore your intuition - It’s simply data processed too quickly for your conscious mind to comprehend.

[Gretta van Riel @grettavanriel]

Brands that send emails from a 'no-reply' email address, stop. It kills your deliverability.

[Gretta van Riel @grettavanriel]

3.3 Generally, you want to see an engagement rate of 2% - 3% on influencer posts. A ratio of 4% - 6% is excellent. Posts higher than 10% are considered viral.

[Gretta van Riel @grettavanriel]

How do I pick the right influencers for my brand?

The formula we use is:

Reach X Relevance X Relationship = Influence

[A thread]

[Gretta van Riel @grettavanriel]

3.2 Relationship is the most difficult to calculate but is one of the best indicators of the influencer’s “influence”. So we can use metrics like influencers engagement rate especially the comments (but also shares and saves if you have these available to you via insights).

[Gretta van Riel @grettavanriel]

3.1 Relationship refers to the relationship the influencer has with their audience. This is a form of brand affinity which directly relates to the credibility, authenticity, likeability and engagement an influencer has with their audience.

[Gretta van Riel @grettavanriel]

2. Relevancy is harder to calculate as it is qualitative. You should take into account the influencer’s niche, interests, skills & hobbies they are actively posting about. We do a lot of niche testing to find winning niches and lean into those.

[Gretta van Riel @grettavanriel]

1. Reach = The easiest to measure — the number of followers an influencer has and the number of views the influencer gets on a post. While macro influencers may have a larger following nano/micro and mid-tier influencers usually exceed them in follower to reach ratio.