To navigate Black Friday/Cyber Monday during a recession, DTC brands must prioritize cost-effective content creation. This episode introduces a high-volume, low-cost influencer seeding strategy that generates authentic UGC for ads and organic social, drastically cutting asset costs compared to traditional methods. Implement this now to build a library of proven content and warm relationships with creators before Q4.
Key takeaways
Implement a 'seeding' strategy: Send free product to 500+ influencers (aiming for 100 seeded) to generate authentic content without upfront payment, significantly reducing asset costs.
Prioritize cost-effective labor: Hire interns, VAs, or use free platforms like TikTok Creator Marketplace to identify and outreach to influencers at scale.
Leverage best-selling products for seeding: Send your best-seller to influencers initially to increase the likelihood of organic posts and positive reviews.
Repurpose influencer content: Secure content rights from organic posts and immediately integrate them into your ad accounts to improve ad performance and warm up audiences for new product launches.
Convert organic advocates into paid partners: Once influencers have organically posted and shown interest, approach them for paid collaborations (UGC, affiliate programs, or pay-per-post) for new product launches, leveraging their pre-existing affinity to negotiate better rates.
Planning a Black Friday/Cyber Monday marketing strategy is the key to standing out from the crowd of advertising. Unfortunately, there is also the looming recession to consider, so for many business owners, budgets are getting tighter than usual. So, how can you make the most of your marketing budget while still getting quality content that you can use to promote your brand? In this episode, I will be sharing what steps to take to get high-quality content while being mindful of costs, shipping, and timelines. You can find show notes and more at: http://www.kynship.co/blog/011
Frequently asked about this episode
What does this episode say about influencer & creator?
Implement a 'seeding' strategy: Send free product to 500+ influencers (aiming for 100 seeded) to generate authentic content without upfront payment, significantly reducing asset costs.
What does this episode say about paid acquisition?
Prioritize cost-effective labor: Hire interns, VAs, or use free platforms like TikTok Creator Marketplace to identify and outreach to influencers at scale.
What does this episode say about brand & content?
Leverage best-selling products for seeding: Send your best-seller to influencers initially to increase the likelihood of organic posts and positive reviews.
What does this episode say about dtc strategy?
Repurpose influencer content: Secure content rights from organic posts and immediately integrate them into your ad accounts to improve ad performance and warm up audiences for new product launches.
What does this episode say about influencer & creator?
Convert organic advocates into paid partners: Once influencers have organically posted and shown interest, approach them for paid collaborations (UGC, affiliate programs, or pay-per-post) for new product launches, leveraging their pre-existing affinity to negotiate better rates.
