Tin Bartolović | Influencer Marketing

Creator programs for DTC brands. 7,500+ creators seeded across 10+ brands. Effortless Swimming: 950 creators, $150K+ affiliate sales in 6 months.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

The report that changed how Effortless Swimming thought about influencer marketing.

We seeded 950 creators. 640+ pieces of content. 10M+ organic views. $150K+ in tracked affiliate sales, from zero, in six months.

One dashboard. I could point at any single line on it and tell them which person produced that number.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

@UGCmadelync Seeing the same. The ones used to posting to their own audience think about who’s watching, not just whether the brand approves the clip.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

@alex_momeni Creator posts are usually the cheapest source for that first shot. Someone who actually bought it already filmed her first try, sectioning and all. Worth checking their tagged posts before briefing a new one.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

@BallinFil The people complaining they didn’t get one did half the marketing. Curious how many of those posts turn into sales though, a list of marketers isn’t the same as a list of their customers.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

We usually don’t run the paid side. The brand’s media buyer does.

My job is making sure he has something to test. We try to get usage rights on every video that comes in, so nothing good is stuck on a creator’s profile when he needs it.

Then everything gets tested. The organic post and her code just tell him where to start.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

@useinvestorsgo slower to post, mostly. 53 of the 86 boxes went out in the second half of august, and it’s a supplement so they take it a few weeks before posting. the creator mix barely moved

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

Here’s a month that went backwards.

One of our programs contacted 1,664 creators in August, up from 1,240 in July. 109 said yes to product. 86 boxes shipped, up from 56. Posts live went from 28 to 32.

Revenue fell 35% against July.

Two reasons, and neither means the program broke. Revenue follows the strong posts, not the count. July had one or two that carried the month. August didn’t get one.

The other is timing. It’s a supplement, so creators take it for two or three weeks before they post, sometimes over a month. 53 of those 86 boxes shipped in the second half of August, so most of that content didn’t exist yet when the month closed.

I send that report with the drop at the top of it. A founder who only ever sees months that went up has no way to tell whether I’m reading the program or selling it to them.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

@RonnyBruknapp third one, almost every time. what’s worked for us is having the next batch of creators already posting organically before the current winner dies, so you’re picking from posts that already moved instead of briefing from zero

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

@Hochberg @marketingdive Most of it gets easier with one boring rule: every creator gets her own code. It won’t catch everything, but it’s the one number in a report you can click into and find a person behind.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

@imlocha The inbox is where it bit us. A creator’s yes once sat 8 days before anyone answered it. Creative never cost us a creator like that.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

@ElbaumJacob Creators can do that read before the page exists too. Send the product to a few people who already post in the category and watch the comments. If her own audience isn’t asking where to get it, the page won’t fix that.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

Almost none of the founders I talk to are running partnership ads.

You take a post the creator already published and run it as an ad from her own handle. It keeps the comments and likes it already had, and it reads as her rather than as a brand.

You’re buying reach either way. This is the version where the thing you’re putting budget behind has already been in front of real people.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

Sort a creator sheet by revenue once and the order surprises you.

The top seller is rarely the biggest account.

We give every creator her own code for exactly this reason. Most brands never see that list because their report sorts by views.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

@mannybarbas_ Production got cheap. Trust didn’t. The part that still takes time is the creator whose audience already buys what she recommends, and that’s the part I’d start building now.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

The kill list saves more than the winners list makes, in the first quarter.

After that the winners compound and it’s not close.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

Next Monday, the receipts. One brand, six months, every number.

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

10 weeks of opening our machine. The complete system, compiled into one thread:

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

Scale and report. What goes in the client report, and what doesn’t.

https://t.co/4RpJrWJHnw

[Tin Bartolović | Influencer Marketing @tinbartolovicx]

1/ INSIDE THE MACHINE #6: scale and report.

What actually goes in the report we send clients, and what doesn’t.