glystn

Very grateful to the Algebra Media team for their "recommended creator tools" shoutout of glystn, in the latest edition of The (Sum)mary! They're an awesome creator marketing agency, and have been incredibly generous with their feedback as we've been working toward the (soon to be released) next version of the glystn platform!

These are the most viewed sponsored videos on YouTube. A few weeks ago, Paddy Galloway showed a chart from Reuters, highlighting how YouTube has become the platform with the most time spent watching on TV.. And guess what? YouTube has become the most important streaming platform. YouTube is the new TV. So if YouTube is the new TV, what opportunities are there for advertisers to understand the potential of sponsoring long-form content creators? I did a small exercise and checked the top videos with sponsors on YouTube. Here is the top 5: 1?? $456,000 Squid Game In Real Life! by MrBeast 2?? $1 vs $1,000,000 Hotel Room! by Mr. Beast 3?? Real Life Trick Shots 2 by Dude Perfect 4?? I Built Willy Wonka's Chocolate Factory! by Mr. Beast 5?? I Paid A Real Assassin To Try To Kill Me by Mr. Beast I needed to go to number 15 to find another creator, Vlad and Niki, with their video sponsored by Spin Master. Consider how much brands might spend on these ads. It could be Honey, Intuit TurboTax Verified Pro, IGG, Kingsford, Respawn Entertainment (Apex Legends), Store Domain, Surfshark, Experian Boost, or Spin Master. For this exercise, a CPM (Cost per Mille) of $10 to $25 seems to be the industry standard. As you can see in the attached picture, almost every single video these brands were sponsoring continues to gain views. For example, Mr. Beast's video about Willy Wonka's Chocolate Factory, published in June 2022, gained 95 million views not in the first 30 or 180 days but over the past year, more than a year after being published. . . . So the question is, how much value did the brand receive for this sponsorship? Besides being endorsed by the most important creator on earth, they secured a spot that attracts a massive audience. . . . Let's assume the brand paid around $2 million for this spot. How much did they end up paying per actual impression? Here is how the CPM evolved after publication, using $2 million as an estimated payment by the brand: Day 30: 75,850,000 views Day 90: 101,191,000 views Day 180: 127,086,000 views Day 365: 198,994,000 views Current: 306,520,000 views Here are the CPMs: CPM Day 30: $26 CPM Day 90: $19 CPM Day 180: $15 CPM Day 365: $10 Current CPM: $6 This is why doing integrations and sponsorships on YouTube can be very efficient for marketers. For this video, the brand reduced the cost by 75% in just two years. In other words, more than 230 million views were delivered from day 30 until now. Is there any other platform that can provide brands and marketers with this level of awareness by supporting creators who produce evergreen content? Are you seeing similar results in other marketing funnels? Creators who understand the game are also looking at these trends. If you found this article interesting, let me know your insights. Comments are appreciated :) P.S: You can check all this data on ThoughtLeaders ??

HOW DO I KNOW IF MY CREATOR MARKETING IS WORKING? This is the most common question from CMOs AND CFOs. ?? Unfortunately, most of the evaluations and measurement are still based on surface metrics. Our agencies and wrap reports typically focus on “what happened” (likes, impressions, shares) but we need to go beyond the WHAT and look for WHY. There is an emerging ecosystem of super star measurement partners and experts that dive deeper and can guide your learning and future decision making. As Steph Money, from ThisThat shares, “Marketers often settle for what their agencies give them in terms of campaign metrics. They really should be DEMANDING that agencies provide the why behind their campaign results” Check out my recent Forbes article w insights from Ethan Fassett , glystn and James Creech, Measure Studio to learn more ?????? https://lnkd.in/gEecnraA