Influencing the Influencers

🚀 Casting a Wider Net vs. Hooking the Big Fish Influencing the Influencers

Howdy Readers 🥰 

In this newsletter you’ll find:

🌟 The Outreach Challenge: Mass vs. Personalized Influencer Outreach

🌟 Pinterest Launches New AI Features and Brand Safety Enhancements

📊 Insights from AI Analysis of YouTube Ads

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🌟 The Outreach Challenge: Mass vs. Personalized Influencer Outreach
Insights from Return On Influence

Let’s discuss influencer outreach strategies—specifically, the contrast between mass outreach and personalized outreach.

Mass Outreach: This approach is all about quantity. The idea is to reach as many influencers as possible, hoping to secure collaborations through sheer volume. It’s cost-effective and scalable but often lacks personal connection and engagement.

Personalized Outreach: This method focuses on building relationships by reaching out to select influencers with tailored messages. While it requires more effort and time, the results are typically more impactful.

Why Brands Should Rethink Mass Outreach:

👉 CONSEQUENCE #1: Wasting Top Influencers Mass outreach often has a low success rate, leading to missed opportunities with the best influencers. Whether you're in a broad niche like beauty or a specific one like cross-stitch, the pool of great influencers is finite.

What to do instead: Target influencers who align closely with your brand and audience. Prioritize quality over quantity.

👉 CONSEQUENCE #2: Weak Engagement Influencers can spot bulk emails, which show a lack of genuine interest. This decreases the likelihood of meaningful engagement and collaboration.

What to do instead: Send personalized messages to influencers you've vetted. Highlight why they’re a good fit for your brand to build stronger connections.

👉 CONSEQUENCE #3: Damaging Reputation Automated, impersonal outreach can harm your brand’s reputation. Influencers often share their experiences, and negative feedback can spread quickly.

What to do instead: Craft thoughtful, personalized outreach and invest in building genuine relationships. Influencers will appreciate the effort and be more willing to collaborate.

💡 Bonus Tip: Engage Authentically Go beyond emails—engage with influencers on their platforms. Comment on their posts, share their content, and show real interest in their work. This builds rapport and enhances your outreach effectiveness.

The Takeaway: While mass outreach may seem efficient, personalized outreach is more effective in the long run. It builds authentic relationships with influencers, leading to more successful and sustainable partnerships. 🌟

If you liked this then you will definitely love all the insights from Modash’s amazing Newsletter Return On Influence. 73% of readers say they find something useful in every issue. So subscribe now for free and get your Influencer Marketing Fixed! 


🌟 Pinterest Launches New AI Features and Brand Safety Enhancements
Insights from Pinterest

What’s Up? Pinterest has rolled out cutting-edge AI tools and robust brand safety updates to boost creativity, campaign efficiency, and advertiser trust.

The Breakdown:

  • Pinterest Ad Labs: This initiative allows selected brands to experiment with innovative tools like AI-generated personalized backgrounds for Product Pins and interactive shopping collages. Early adopters like Nike and Wayfair have seen a 28% decrease in CPC and a 5.4x increase in engagement.

  • Pinterest Performance+: Currently in closed beta, this AI-powered suite helps optimize goal-driven campaigns. Initial findings show a 10%+ improvement in CPA for Conversion and Catalog sales, with campaign setup time halved.

  • Brand Safety: Collaborating with Integral Ad Science (IAS) and DoubleVerify (DV), Pinterest employs AI to ensure content safety. Beta tests reveal that over 99% of ad impressions are brand-safe, enhancing advertiser assurance.

Pinterest's new AI features and brand safety measures aim to deliver better results for advertisers and a safer, more engaging user experience.


📊 Insights from AI Analysis of YouTube Ads
Insights from Google

What’s Up? Google AI's recent analysis of over 8,000 top YouTube ads reveals key trends and strategies that enhance viewer engagement and brand impact.

The Breakdown:

  • Increased Representation: Ads are featuring more diverse characters and accessibility themes. Notable examples include Apple's ad showcasing a father using voice tech and Google Pixel’s ad for visually impaired users.

  • Emphasis on Individuality: Campaigns are celebrating unique styles and personal stories. Tissot’s “Off the Cuff” with Gen Z characters and Audi’s partnership with Jorja Smith highlight this trend.

  • Focus on Community: Ads are strengthening community bonds. BMW’s touching father-son ad and Nintendo Switch’s family gaming campaign illustrate this approach.

  • Fantasy Elements: Brands are using magical and imaginative themes to captivate audiences. Yugiohtaeshows’ travel ad and Pedigree’s dog adoption campaign are prime examples.

The AI-driven analysis reveals that YouTube ads are successfully leveraging trends in diversity, personal expression, community connection, and fantasy elements. These strategies, combined with proven practices, continue to engage and inspire viewers on the platform.


📰 Want to learn how the pros do B2C influencer marketing? Subscribe to Return on Influence a free newsletter by Eleni Zoe from team Modash and discover what influencer marketers do behind the scenes to run profitable campaigns. Get it twice monthly, with 3-5 minutes of tips each time. Subscribe now with one click!

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