Influencers are an important part of the media landscape, and Velocity is partnering with them on an ever-growing number of programs through its Social Talent Platform. At #nofilter: Influencers Show Us How It’s Done, a presentation and panel discussion organized by Tom De Napoli, who leads the Social Talent Platform under Lydia Daly’s Velocity Social team, Velocity staffers heard from some of the biggest influencers and industry experts in the field.
The panel included:
Shannon Boodram, YouTube sexologist and recent star of MTV’s summer-long #ResponsibleAF campaign for Trojan:
Matthew Patrick, the creator behind Game Theorists and Film Theorists:
Comedian, rapper, YouTuber and Wild ‘N Out cast member, Timothy DeLaGhetto:
Boodram, Patrick and DeLaGhetto were joined by:
- Chris Erwin, one of Variety’s “New Leaders” and COO of Big Frame (a division of Awesomeness TV)
- Sarah Weichel, CEO of Sarah Weichel MGMT, which reps clients like Lilly Singh and Jon Cozart
- Courtney Carter, CAA digital agent, whose client FouseyTube recently starred in Tyler Perry’s newest Madea movie
- Tess Finkle, CEO of Metro Public Relations, whose clients include YouTube megastars Hannah Hart and Colleen Ballinger (aka Miranda Sings).
De Napoli and Lauren Elias – the team’s Social Talent Manager – recapped the team’s success in working with social influencers over the past year, delivering best practices on creating “Fans First” social campaigns. To identify what worked, they drew on the Social Talent Platform’s successes as distilled through original research conducted by Juliette Snyder, a member of De Napoli’s Content & Platform Strategy team, who surveyed every influencer and Velocity employee who has worked on the team’s 25 campaigns over the past 12 months.
“Viacom is a brand name that everyone trusts, it’s a really, really, really big deal— and I knew my fans felt the same way,” – Shannon Boodram, YouTube sexologist.
Among their insights: partner with influencers early in creative development to guarantee authenticity of message; respect talent’s posting cadence when distributing content through their channels; and find ways to integrate influencers’ creative processes with ours and our advertisers’. These learnings will inform the Social Talent Platform team’s iterative approach to constantly improving upon its model as they support future Velocity campaigns.