11/14/22 - Matt Smith and TwosJoe
by Joe · 35 things on Twos
- TwosVC (Andreas) ran into founder of Innovo in Arizona
- Matt is based in Nashville
- Works for Innovo: Influencer marketing on TikTok
- Started for musical artists but then the pandemic hit
- So they started sourcing influencers and helping larger companies get exposure on TikTok
- The problem was other agencies were doing no quality control, random picking, bad content, minor edits
- So Innovo saw an opportunity to hop in
- Matt has been working for a little less than a year
- A recent case study they had: The New York City Marathon
- Flow (water company) goes to [insert large agency here], large agency reaches out to Innovo for TikTok help specifically and gives them half of the money upfront. Which they use to source creators, make content, send back to the large agency, and wait for approval from large agency/brand.
- Innovo pays their creators in net 7-days
- We screen all of the content before we send it in
- Last year it was entirely through agencies, it grew huge, so Sam brought on 3-more people and now we are doing brand work
- What innovo does
- We manage 6-influencers directly. We pitch them to companies, how to grow, top dogs, and anytime they fit on a campaign - we put them on it. We can get them for pretty cheap. Exclusively on TikTok.
- Then we have a priority network, people who are smaller, but hungry for work, and actually do their job appropriately.
- I create a monthly newsletter with tips, campaigns we are working on
- Lastly, a huge database from multiple sources, all these different TikTok accounts and their followers, emails, etc.
- Who innovo has worked with
- Nord-VPN
- Small company that does Plantain chips
- This could be a game changer to me
- Apple Notes out the wazoo
- Sticky notes everywhere
- When the influencer wave took over - people took what it was for face value
- But now people are much more cynical
- People who are using, enjoying, and benefitting from your product, will convert more
- What we mostly do paid promotions.
- Matt's ask to me: Where would you like to get started?
- A line to influencers we work with so you can speak with them, form a relationship, give them a demo, etc?
- Strategic decision making on how to get the most users out of our partnership?
- Or unsure at this time and need to think through it all?
- Amanda and MacKenzie are the two on the team that are directly interacting with influenceres
- So next steps will be to sync with them, hear their thoughts, come back with potential places to start
- ✓ Send Matt follow up email with notes