Patrick Janelle, founder of Untitled Secret, discusses how 2020 reshaped influencer marketing and brand partnerships. He explains the shift in marketing dollars towards the creator economy and introduces "reverse morality clauses" as a new dynamic in brand collaborations. The episode provides insights into navigating the evolving landscape of digital influence for ecommerce brands.
Key takeaways
Brands should consider implementing 'reverse morality clauses' in influencer contracts to protect against potential negative actions by partners.
The distinction between "influencer" and "content creator" is crucial for framing partnerships and managing expectations. Focus on creators who align with brand values and can produce authentic content.
Investigate opportunities within the "creator economy" for marketing spend allocation, as 2020 demonstrated significant growth and activation in this area.
For brands seeking influencer partnerships, delve into the specific demographics and psychographics of an influencer's audience to ensure alignment with target customer profiles, as Janelle emphasizes his "upper millennial" audience.
Partner with influencers who have a strong understanding of industry integrity and ethical practices, potentially aligning with organizations like the American Influencer Council, where Janelle serves as chairman.
Despite having 400,000-plus followers on Instagram, Patrick Janelle (@aguynamedpatrick) doesn’t call himself an influencer. “I've never fully identified with the term, because it means a lot of things, and influence itself could mean a lot of things. And the way by which people influence others can come about in many different ways,” Janelle said on the Glossy Podcast. “So using the term strictly to define somebody who has a large social media following never felt totally apt to me.”
Instead, he’ll use “content creator” or “lifestyle Instagrammer.” The latter is fitting, considering Janelle’s wide range of partners, which include fashion brands, liquor brands and airline companies, to name a few. Recent posts marked "#ad" feature Club Monaco and Ferragamo. In late 2014, Janelle started growing his Instagram following, which is now equally split between men and women, usually in the “upper millennial” age bracket. In January of 2020, he launched his own influencer agency, Untitled Secret, to provide other creatives with the type of “creative business opportunities” that his manager had given him, he said. Among talent he’s signed to date are fashion influencer Rocky Barnes (2.1 million Instagram followers) and "skinfluencer" Sean Garrette (79,000). In October, he was named chairman of the American Influencer Council, which is focused on sustaining the integrity and viability of the influencer marketing industry.
According to Janelle, 2020 spawned new opportunities for him and all influencers. “There's no better place to be than in this space, when it comes to being able to activate the marketing dollars and opportunities that actually do exist,” he said. “While it's been very challenging and really difficult, the growth that we've seen as an industry has actually been quite significant.”
What does this episode say about influencer & creator?
Brands should consider implementing 'reverse morality clauses' in influencer contracts to protect against potential negative actions by partners.
What does this episode say about brand & content?
The distinction between "influencer" and "content creator" is crucial for framing partnerships and managing expectations. Focus on creators who align with brand values and can produce authentic content.
What does this episode say about dtc strategy?
Investigate opportunities within the "creator economy" for marketing spend allocation, as 2020 demonstrated significant growth and activation in this area.
What does this episode say about influencer & creator?
For brands seeking influencer partnerships, delve into the specific demographics and psychographics of an influencer's audience to ensure alignment with target customer profiles, as Janelle emphasizes his "upper millennial" audience.
What does this episode say about influencer & creator?
Partner with influencers who have a strong understanding of industry integrity and ethical practices, potentially aligning with organizations like the American Influencer Council, where Janelle serves as chairman.
