When someone says they run an influencer marketing agency, what comes to mind? I’ve asked a few brand-side folks I know that question in the last week or two and have received a number of different responses.

Some people say they think of an ad agency only that only focuses on influencers. Others say a consultant or small shop that handles all that busy work for you. Another contact said they think of the team at the software company they use, like CIPIO.ai for instance, which does the cat herding as it were.

The truth is none of those answers are wrong. The third party that handles some degree of influencer marketing for you is probably the right answer, regardless of which pieces of the puzzle are theirs. 

But in truth, there is a difference between a software company that has managed services and a strategic consultant. That’s different than an influencer marketing agency that focuses on influencer campaigns and one that does more media buying using influencer content. The “influencer marketing agency” is a big sea of muddy water. 

Brad Hoos runs an influencer marketing agency. It’s called The Outloud Group. They’re based in Detroit and they handle all aspects of influencer marketing from soup to nuts. They aren’t a software company … though they use software to help manage their work. They do more than just strategy. And they do more than just execution. 

Who better to break down not just the various facets of what a brand might need out of influencer marketing, but the ins and outs of influencer campaigns, choosing the right creators, negotiating with the big (and little) egos in the creator world and such than Brad?

I asked him to pay a visit to the old Influence bar here on Winfluence and chat a bit about the state of things. The Outloud Group’s approach is a little different than some agencies and they’ve got some interesting clients and case studies of course. 

But it’s also an opportunity for me to bounce one of my rant-y ideas off someone who can push back and tell me I’m wrong if I am, so we’ll get into that a little bit, too.

This episode of Winfluence is presented by CIPIO.ai. We are helping brands transform their digital marketing with user-generated content videos and images at scale. Come see us at CIPIO.ai. If you want me to personally show you the platform and how we can solve your digital marketing performance problems with high-performing UGC, just go to jasonfalls.co/cipio … fill out that form and I’ll personally set up time to chat with you.

CIPIO.ai - The Community Commerce Marketing Company

Find show notes for this episode at jasonfalls.com/bradhoos.

Links for this Episode

Brad Hoos Episode Summary

In this episode of Winfluence, Jason Falls sits down with Brad Hoos, the co-founder of The OutLoud Group, to dive into the world of influencer marketing and discuss the various players in the industry.

The conversation focused a lot on the topic of content creators and their pricing. Jason expresses frustration with creators and talent managers who prioritize money and media kits over creative concepts and audience engagement. Brad explains that pricing can vary depending on availability and other commitments of the creator, and creators should have the right to negotiate for higher fees. Jason shares an anecdote about a creator who he believed priced herself out of opportunities. Brad, however, emphasizes the importance of knowing the right value, comparing it to buying a house.

Switching gears, Brad and Jason discuss the different buckets in the influencer marketing industry. They highlight the importance of brands having a clear understanding of their identity, ideal customer profile, and messaging before engaging with influencers. They also discuss how agencies like The Outloud Group can assist brands in defining their goals, selecting the right platforms and creators, creating and publishing content, and analyzing the results. They agree that influencer marketing, when done right, can be an effective and authentic way to connect with audiences.

The duo also touches on the use of data in influencer marketing. Brad explains how his agency scores creators based on their historical performance, allowing them to identify creators who have consistently performed well in the past. Jason expresses interest in accessing this data and suggests a potential partnership.

Hoos and Falls also talk about MuskOx, a premium flannel brand that Brad Hoos and his partner Matt Carriker started. Brad shares how they initially had a deal in the works with a potential big camouflage company, but when it fell through, they decided to launch MuskOx themselves and focus on creating high-quality flannels. And boy, did their hard work pay off! MuskOx recently snagged the title of the best flannel according to Gear Junkie, beating out big names like Patagonia and Eddie Bauer. Customers rave about their buttery soft shirts that are built to last like a tank. Plus, MuskOx is not just about style – they also donate a portion of their profits to the Alaska Wildlife Conservation Center.

Overall, this episode sheds light on the different players in the influencer marketing industry and provides insights into the importance of trust, authenticity, and creativity in successful influencer campaigns. Be sure to check out the full episode on jasonfalls.com and rate or review Winfluence on your favorite podcast app. Plus, now you can even watch the show on YouTube!

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