Episode 139: Building Authentic Brand-Influencer Relationships with Bradley Hoos of The Outloud Group

In an age where digital noise is omnipresent, cutting through the clutter is the marketer's prime challenge. During his recent appearance on the "Subscriptions: Scaled" podcast, Bradley Hoos, CEO of The Outloud Group, joins Nick Fredrick to shed light on why influencer marketing is not about surviving but thriving.

Unmasking Influencer Marketing

In contrast to traditional advertising, influencer marketing harnesses the power of respected voices in targeted communities. Bradley describes these influencers as not just mere advocates but as potent brand ambassadors whose endorsements are fueled by a genuine belief in the products they promote. This shift marks a departure from standard advertising, offering a blend of organic audience reach and sincere advocacy, underpinned by influencer credibility. "In short, we help brands scale the word-of-mouth marketing. And the best way that we know to do that is through influencers," says Bradley. 

The Evolving Landscape

Bradley emphasizes the fluidity within influencer marketing strategies, distinguishing them from affiliate marketing. Influencers, he notes, aren't just compensated based on sales generated. The compensation model has expanded, encompassing a flat fee structure informed by historical performance data such as views — a method reminiscent of traditional media buying strategies in the television industry.

This evolution reflects a broader trend. Influencer marketing is no longer confined to direct response campaigns. Brands now prioritize diverse goals, from boosting brand awareness to enhancing sentiment, making influencer partnerships a full-funnel marketing solution.

Emphasizing Authenticity and Alignment

At the core of influencer marketing success, Bradley argues, is authenticity. Influencers thrive by forging personal connections, sharing experiences and building trust with their audience. The key, therefore, lies in identifying creators whose values align with those of the brand, ensuring genuine, effective endorsements.

It’s not about just pushing products; it’s about genuine stories that resonate with audiences. Bradley highlights the significant retention rate seen with customers acquired through influencers, attributing it to real connections and the influencers' ability to convey the product's value in a relatable way. This organic connection, he believes, leads to a “15-20% better retention rate” compared to other channels.

Bradley asserts that “when creators really do take that trust and advocacy to heart, it works really well,” therefore, highlighting the essential role of trust in this equation. The influencers who often say no to brands, holding out for products they genuinely believe in, are the ones who wield the most influence. Their selectivity is their strength, and in turn, the brands they choose to endorse are perceived as more trustworthy by consumers.

Long-Term Partnerships and Brand Advocacy

Diving deeper, Bradley reflects on the strategy behind these influencer partnerships. Brands find the most success not with one-off promotions but with long-term associations with influencers who consistently perform well. This ongoing advocacy not only reinforces credibility but also keeps the product top-of-mind, significantly impacting customer retention.

Moreover, the trend isn’t solely about influencers pushing products. The focus is shifting toward creators who value their audience’s trust above all, understanding that this trust is the foundation of their personal brand and business.

Navigating the Risks: Audience Trust and Influencer Authenticity

However, the landscape isn’t without its pitfalls. The risk of influencer marketing turning into another ad platform is real, with some influencers ready to endorse any product thrown their way. “It becomes just another form of advertising,” warns Bradley, recognizing the potential to erode trust with audiences.

Despite these challenges, many creators still prioritize trust. These are the influencers that brands seek. Agencies now heavily rely on performance data and historical evidence of the influencer’s effectiveness, ensuring that partnerships are beneficial for all parties involved.

So, how do brands and agencies choose the right influencers? Bradley gives an insider view: “In 90% of cases, we’re only going to work with creators that we’ve worked with in the past... because these are creators that we know have performed and done well for other brands.” This method minimizes risk and leans on proven data, underscoring the importance of past performance and established trust.

Navigating the Unpredictability of Influencer Marketing

Influencer marketing isn't a one-size-fits-all strategy. Especially for companies on the cusp of adopting this approach. Understanding when it's suitable is crucial. "It’s not a good fit if you're a commodity," Bradley cautions, highlighting that products or services needing differentiation benefit most. He reinforces that while B2B can work, especially in podcasts, a cautious approach is necessary.

The terrain becomes even trickier for early brands. Bradley advises, "Before you explore influencer marketing, ensure you've maxed out your paid search and social." This strategy solidifies your baseline before engaging in the somewhat unpredictable world of influencer endorsement.

The Essential Mindset Shift

Embracing influencer marketing requires a fundamental shift in thinking, Bradley argues. Brands must transition from a controlled internal narrative to embrace external brand advocates. This change isn't just tactical but also involves a significant letting go.

He emphasizes the importance of allowing creators to communicate in ways that resonate with their audiences, even if it diverges from the brand's internal lexicon. This flexibility often challenges brands, but it's an essential step for successful influencer partnerships.

Mitigating Risks: Selecting the Right Partners

Every partnership carries inherent risks. Bradley candidly discusses instances where things can go south, citing examples from the past. The solution? Sensible, calculated risks and clear understanding of brand stance. 

He suggests avoiding influencers who engage in polarizing content or those whose brand messaging could clash with your values. The key is partnering with influencers who genuinely align with your brand, thus minimizing potential fallout.

Looking Ahead: The Future of Influencer Marketing

Influencer marketing isn't hitting the brakes. Bradley foresees further evolution and a convergence of traditional influencer marketing, paid partnerships and user-generated content. However, with this growth comes the necessity for greater accountability, particularly in measurement and tracking.

Another significant change will be pricing normalization as more influencers enter the space. "There's going to be a lot of noise," Bradley notes, acknowledging the increasing difficulty in cutting through to find genuine, audience-trusted creators.

Bradley's insights highlight the dynamic, often unpredictable nature of influencer marketing. For brands willing to navigate its complexities, the rewards can be substantial. But it necessitates a balance of strategic alignment, flexibility and risk management.

For those eager to delve deeper into this realm, Bradley Hoos and The Outloud Group welcome further engagement. They stand ready to assist with influencer strategies, guiding brands through the ever-evolving landscape of influencer marketing.

Ready to get started with Rebar?

Head to rebartechnology.com or email info@rebartechnology.com to schedule a call today.




#SaaS #Subscriptions #SubscriptionBusiness #SubscriptionService