Taylor Lagace is the Managing Partner and Co-Founder of Kynship, an Influencer Marketing Agency that exists to create belonging so that each story is celebrated! Prior to founding Kynship, he worked at Athletes First, an NFL agency, where I was responsible for marketing on behalf of NFL stars, such as Aaron Rodgers, Clay Matthews, and Deshaun Watson. From Athletes First, I transitioned to the digital marketing side of the influencer marketing space by building out the influencer department at Common Thread Collective.
On today’s episode, Kunle is joined by Taylor Lagace, Partner, Co-Founder of Kynship – an Influencer Marketing Agency. Taylor started out his marketing journey with an NFL Agency before building out the influencer marketing department at Common Thread Collective.
Too many growing DTC and eCommerce brands leave influencer marketing out of their marketing strategy. And you can’t really fault them for doing so. The influencer ecosystem is complex in many ways. There are many “wanna-be” influencers with fake/unengaged followers, the “bikini-clad” influencers that have only one type of followers, and others still who quote astronomical figures for one-off posts. Influencers have gotten a bad rep and it’s easy to see why.
But at the same time you see brands that have cracked the code of influencer marketing and are using it to skyrocket their growth. How can brands with limited marketing spends leverage the potential of influencers? Our guest today lays out a simple process to get started with influencer marketing while getting your money’s worth.
In today’s episode, Kunle and Taylor discuss the nitty-gritties of influencer marketing and bust more than a few myths along the way. If you have questions like: how do I find the right influencers? Or Which social platform works best? Or How do you build a funnel with influencer content? Or even which tools should you use for your campaigns?, then this episode is an absolute goldmine for you!
Here is a summary of some of the most important points made,
Influencer generated content costs less than half of studio generated content
Attention-grabbing ability is a key criteria for choosing an influencer
Instagram stories are THE best medium for organic posts
Youtube is a good place to find the right influencers
TikTok has lower conversion revenue
Seeding helps you identify flag-bearers (and save you a lot of money!)
Whitelisting lets you control the targeting, audience and frequency of the content
On today’s interview Kunle and Taylor discuss,
Studio generated content vs Influencer generated content
Influencer selection criteria
Instagram vs Youtube
Influencer videos checklist
The 3-pronged approach
Communicating with Influencers
Building a Funnel
Action plan for <$5M companies
11:50 – Taylor’s Journey:
Built up the influencer marketing unit of Common Thread collective
12:50 – Studio generated content vs Influencer generated content
Studio shoots cost upwards of $15,000
You get double user generated content at half the price
“User generated content is more native to the feed than studio generated content”
15:15 – Differences between influencer and user generated content
16:35 – Influencer selection criteria:
Persona and audience should align with the brand
Organic pay-for-post doesn’t work well usually
Attention-grabbing ability of the influencer
19:40 – Instagram vs Youtube for activation:
For organic posting – IG Stories
Youtube posts cost the most
Stories are cheaper and drives direct traffic to your website
21:40 – Youtube is a good place to find the right influencers (at least 5k followers)
23:30 – TikTok
Pay-for-posts are too expensive
Tik-tok has a lot of younger demographic (= lesser spending power)
TikTok has lower conversion revenue
23:55 – Mass Seeding:
Identify at least 300 influencers for giveaways every month to start off relationships
They may talk about your brand for free
Seeded Influencers end up costing half to work with
25:45 – Influencer videos checklist:
Get videos of 15-30 seconds so that they work everywhere
Get 3 videos at a time
Give them a creative brief as per the objectives of your campaign
28:25 – Communicating with Influencers:
Best to avoid adding them to groups
Email, Phone or DMs works best
32:25 – How to decide on a fair payment for content/posting?
10-100k influencers – Max $500 for 3 assets
Identify a big pool and start at a low point
36:20 – What is Whitelisting?
Organic social has lesser organic reach
Average engagement are 1-3%
You source content from influencers w/out them posting to their handles
You control the targeting, copy,(lookalike) audience and frequency of the content
To serve ads of influencer content to their followers from your handles
“Instagram stories are the cheapest and go the furthest.”
Facebook Group • Continue the Conversation
The eCommerce GrowthAccelerator Mastermind Facebook Group has just launched.
It is a community…
✔️ for founders and experts passionately involved in eCommerce
✔️ for the truly ambitious wanting to make an impact in the markets they serve
✔️ for those willing and open to help and share with other members
This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses.
Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo.
Klaviyo helps you own customer experience and grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction, and empowers brands to create more personalized marketing moments.
This episode is brought to you by Rewind – the #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 25,000 online businesses.
Direct-to-Consumer brands like Gymshark and Movement Watches rely on Rewind.
Cloud based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups!
For a free 30-day trial, Go to Rewind.io,
reach out to the Rewind team via chat or email and mention ‘2x ecommerce’
An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.